BUSINESS PLAN
KATERINA DVORACEK
5FH504 – FASHION BUSINESS UNIVERSITY OF DERBY MAY 2019 KATERINA DVORACKOVA 100450733
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EXECUTIVE SUMMARY
In this business plan report, the focus is on my own brand Katerina Dvoracek as a manufacturer and seller of quality and unique women’s suits. Through extensive research the focus has been on development and opportunities of brand development, strengthening of market position; and factors such as products, services, competitors, segmentation of consumers‌ Nowadays, every fashion brand has to communicate with customers through social networks and modern technologies. In this report, the thinking has also been about possibilities in this area.
KATERINA DVORACEK
E X E C U T I V E S U M M A R Y
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C O M P A N Y D E S C R I P T I O N
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Vision statement, mission statement, business philosophy, company strength and core competencies, value proposition, collective goals and objectives
P R O D U C T A N D S E R V I C E S
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Products, services, USP
S W O T A N A L Y S I S
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T A R G E T C U S T O M E R S
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K E Y C O M P E T I T O R S
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Competitors, pricing
M A R K E T A N A L Y S I S
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Facts about industry
M A R K E T I N G S T R A T E G Y
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Promotion - advertising, social media, public relations
DISTRIBUTION, PRODUCTION
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K E Y P A R T N E R S H I P
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Suppliers of material, accessories, product packaging
M A N A G E M E N T S U M M A R Y
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L A U N C H
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F I N A N C I A L S T A T E M E N T
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Cash flow forecast with start up expenses and capital, appendix: expenses, profit and loss statement
BIBLIOGRAPHY
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C O N T E N T
KATERINA DVORACEK
COMPANY DESCRIPTION
COMPANY
D E S C R I P T I O N
Vision Statement Katerina Dvoracek helps women to feel confident. We are committed to encouraging women in their creativity, uniqueness and fashion style. With an individual approach, every woman has a chance to realize her dreams and ideas when creating her wardrobe.
Mission Statement To create suits for every occasion, versatility and longevity – pieces that highlight every customer’s lifestyle and add modern polish to every moment.
Business Philosophy Philosophy of Katerina Dvoracek brand is to work with customers and together create fashionable, unique and timeless women’s suits for any occasion.
Company Strength and Core Competencies Individuality and time devoted to each customer along with the knowledge of fashion world, create a unique connection and a successful way in the production of a women’s suit. Among others, brand Katerina Dvoracek, as a consultant and an adviser, will offer to customers only environmentally friendly fabrics. All packaging materials will be recyclable and environmentally decomposable.
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Value Proposition Katerina Dvoracek brand is a retail company that specializes in production of women’s suits. Connection between each customer’s vision with our knowledge of fashion trends, and using modern environmentally friendly materials, makes each suit unique and timeless, highlighting customer’s personality. A unique approach to customers, including the process from the first meeting, measurement, consultation and designing… to delivery of the finished product to the customer, is one of our top priorities.
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COMPANY DESCRIPTION
COLLECTIVE GOALS AND OBJECTIVES
The collective goals of Katerina Dvoracek brand for the first year include building the trust and creating a good name of brand – reliable, trustworthy, open to new ideas, meet all customers’ needs… By participating in fashion shows and events, the brand will gain the latest inspiration, seek and build fashion business contacts. With regard to the smaller workspace – from home – more financial means will be invested in marketing and promotional projects. Thanks to these activities, the brand will become more well-known. Looking for quality and reliable suppliers of eco-friendly materials. To get more customers, the brand will also start offering alterations of women’s suits. The goal for the third year is to look for premises for production and sale. As the brand expands the clientele, the production and sales team will need to be expanded as well. Another three-year goal is to start selling suits from own production. It also includes participation and presentation of the brand at fashion shows. Promotion is still crucial. An important point of this period is to connect Katerina Dvoracek brand and well-known personality that would become the face of brand. In the fifth year of the brand’s presence on the market I assume to extend the product range to include accessories – launching a partnership with a company that extends my product range to include original accessories; while still have same values (environmentally friendly materials); such as Matt & Nat, Daisy London, Aitch Aitch, Otiumberg (more details in Key Partnership section). Extension of customers and marketing. Another project for this period is developing an idea of expanding business abroad – the Czech Republic. An important part in decision will be market research, competition, customers’ needs, fashion trends in the Czech Republic…
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KATERINA DVORACEK
PRODUCT AND SERVICES
Brand Katerina Dvoracek offers the production of women’s suits for every occasion from everyday wear, work suit, to significant events. Each suit is unique and highlights the creativity and individuality of each customer.
The entire process starts with a personal meeting, whether in our production premises or according to time availability in a place agreed with the customer. There will be a friendly conversation about the arising suit. At every meeting, I will have bunches of swatches and books to show the options for each part of suit, fabrics, examples of my work I had done so far, and current fashion trends. Together with customer we will arrange a rough sketch including the nature of the suit, choice of fabrics, elements of style and trim (buttons, linings). Our goal is to satisfy even the most unusual requirements of every customer and try to include them in a custom-made suit. This is the beauty and uniqueness of Katerina Dvoracek. Then I will measure the customer and agree on the next steps. Based on the obtained information I will begin with preparation and drafting a paper patterns. All these patterns will be laid on top of laid out and smoothed cloth (selected by customer) and I will chalk the silhouette of the individual pieces. I will also mark all the necessary details and signs. I will cut the prepared individual parts; extra cloth is left at certain inlay seams to allow possible alteration in a future. The individual pieces are tied into ‘bundle’. In preparation for the first meeting I will canvas the suit by hand, loosely assembling the coat and trousers with visible and external white baste stitches. At the first fitting, which takes place in my studio, the customer will try on first idea of the suit. Together we will suggest any
adjustments of individual parts, refine the cloth to the customer’s body, and consider all details. Our goal is, that customers could be wearing a suit all day long. Obviously, the suit needs to look and fit beautifully. But the same time, we want it to be practical. We want to achieve that practical elegance. The customer has to feel comfortable in the suit, and can function in it all day. At this stage – after finishing with all adjustments from fitting – the manufacturing process of the individual parts of the suit follows. This makes the suit in a closer approximation of the finished product, and it is ready for second fitting with the customer. (Sherwood, 2010) Once the customer and I are satisfied with the second fitting, I will hand-finish the suit inside and outside. Buttonholes and lining are finished. Depending on the complexity and agreement with the customer, the production of the suit will take 2-3 weeks. All Katerina Dvoracek suits will be labelled with information about production date, size, used ecofriendly material, and customer’s name. Each suit will also have a label with the brand logo. The suit is cleaned, steamed and ready for the final exam and delivery to the customer. The customer has the opportunity to come to my studio where she will try the finished product. If everything fits and the customer is satisfied, we will pack up the suit into brand’s packaging materials. The second option is to deliver the product to pre-agreed place or send it by delivery company. 10
Although, Katerina Dvoracek is famous for women’s custom-made suits, in the future women will also be able to buy Katerina Dvoracek suits in the store. As not every woman has the same size of both trousers and jackets, parts of suit will be sold separately. Along with the new store, a new collaboration with the supplier of accessories will begin. The quality of brand services is also highlighted by offering alterations of suits. In addition, custom-made suits by our brand can be customized with a significant discount.
KATERINA DVORACEK
PRODUCT AND SERVICES
USP gives to the brand its distinctive emotional pull and provides a strong selling argument. Unique selling point is a marketing tool that can be used to highlight and articulate specific points of difference that make a particular product, service, or brand unique and different from competitors’ products on the market. (Posner, 2011)
USP OF KATERINA DVORACEK: Women’s custom-made suits highlighting the individuality of each customer. Unique custom approach, customer service. Unique and original products (all creativity is up to customer + consultation with me).
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SWOT ANALYSIS
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Understanding of fashion industry; quality products; individual customer approach; customer service; quality and eco-friendly materials; exclusive goods
New brand, so far without history; low experience of running own business
Collaborating with wellknown personalities and celebrities; accessories extension; opening a store/studio; growing market potential; rise of social marketing (opportunity to raise awareness and promote products and work); presentation of brand on fashion shows; growing experiences and knowledge
Not successful marketing and lack of publicity; market changes; lack of demand; cash flow – possibility of not making enough profit
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KATERINA DVORACEK
CUSTOMERS
Katerina Dvoracek is focused on very specific customers. Ambitious women aged 25 and over, who yearn for elegant and individual style. Katerina Dvoracek suits are symbol of elegance, creativity, independence and success. The brand will have a demand for extraordinary and quality women’s suits among modern women by connecting promotion and strategy. Katerina Dvoracek will reveal the hidden needs and wishes of these women and influence their motivation and desire to buy the suit. Among other, the customer has the reasonable freedom with designing and manufacturing her suit. Purchase of the product will be influenced by disposable income of customers and motivation to feel and look great. The primary goal is to focus on the British clientele and, over time, expand the business abroad (to the Czech Republic).
target
c u s t o m e r s
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KATERINA DVORACEK
Competition
COMPETITORS
in
the
fashion
industry
is
generally
large and there are many different fashion clothing manufacturers and suppliers on the market. Considering the uniqueness of my business, the possibilities and services that Katerina Dvoracek offers; I do not have direct competition yet.
Of course, customers can buy ready-to-wear suits in shopping centres or stores. Based on the analysis (more details in research book – competition) at middle market segmentation; my possible key competitors can be for example brand Karen Millen or Reiss. Compared to competitors, prices of Katerina Dvoracek suits may be higher than the prices of mentioned brands. This is the result of high quality and premium services, and production costs. KAREN MILLEN – Karen Millen is an English company founded in 1981. She focuses on fashion for women. In collaboration with its own designers, each piece of their collection has been individually designed and handcrafted. The product range includes clothing for any occasion (including weddings), shoes, accessories (handbags, jewellery, watches, belts, sunglasses…). Karen Millen is available in over 400 stores and concessions in 63 countries across 6 continents. The brand is situated in the most prestigious fashion cities including London, Paris, Madrid, New York, L.A. and Hong Kong.
Behind the success of the brand is its distinctive style that does not change. It also offers a franchise selling method. Karen Millen maintains its reputation as one of the most respected brands worldwide. (Karen Millen, 2019) REISS – The brand was founded by David Reiss in 1971. It focuses on making womenswear, menswear, and accessories. The brand deliveries an original and innovative products, design and quality. One of the key elements of the brand’s success is its focus on quality and detail with perfect service. Their customers include also celebrities from Hollywood stars to members of the Royal family. Reiss company is available in world’s most famous cities, it has 135 stores globally, including stores in the UK, the United States, Ireland, the United Arab Emirates, Hong Kong, Philippines, Holland, Russia and Canada. The company is developing its international offer through franchise opportunities. (Reiss, 2019)
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KATERINA DVORACEK
PRICING
KATERINA DVORACEK Jacket Trousers Skirt Dress Shorts
£230 - £380 £120 - £280 £120 - £270 £210 - £330 £110 - £210
(Prices shown for Katerina Dvoracek brand are only approximate.)
REISS Jacket Trousers Skirt Dress Shorts
£195 - £285 £95 - £150 £115 - £135 £165 - £265 £95 - £140
KAREN MILLEN Jacket Trousers Skirt Dress Shorts
£199 - £235 £125 - £145 £115 - £350 £180 - £245 £85 - £99
KATERINA DVORACEK
PRICING
The price offer of custom-made women’s suit is individual and different. The price depends on the individual style of design, the material used, complexity of sewing and time required for the whole process.
Deposit
is
always
required
before beginning of each work to cover part of production costs. Compared to competition, suits of Katerina Dvoracek brand sometimes cost more than competitors’ suits. This exclusivity is a result of quality and premium services, production quality, with hand-finishing of suit.
KATERINA DVORACEK
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BUSINESS PLAN
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Facts about industry Revenue in the Women‘s & Girls‘ Apparel segment amounts to US$669,875m in 2019. The market is expected to grow annually by 4.2% (CAGR 2019-2023). In global comparison, most revenue is generated in China (US$128,669m in 2019). In relation to total population figures, per person revenues of US$91.01 are generated in 2019. (Statista, 2019) Revenue in the Suits & Ensembles (women & girls) segment amounts to US$10,113m in 2019. The market is expected to grow annually by 4.9% (CAGR 2019-2023). In global comparison, most revenue is generated in India (US$2,533m in 2019). In relation to total population figures, per person revenues of US$1.37 are generated in 2019. (Statista, 2019)
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KATERINA DVORACEK
MARKET ANALYSIS
REVENUE IN MILLION US$
The ‚Revenue‘ box shows the forecasted revenue development of the selected market (market segment, region) in million US dollars for each year. Revenue in the Suits & Ensembles (women & girls) segment amount to US$10,113m in 2019. (Statista, 2019)
REVENUE GROWTH IN PERCENT
The ‚Revenue growth‘ bow shows the year-over-year revenue development of the selected market (market segment, region) in percentage terms. The Suits & Ensembles (women & girls) segment is expected to show a revenue growth of 7.0% in 2020. (Statista, 2019)
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KATERINA DVORACEK
MARKETING STRATEGY
P R O M O T I O N
ADVERTISING (TV, MAGAZINES) Katerina Dvoracek brand will rely on word-of-mouth promotion of the business. Like most luxury brands, the brand tends to avoid television advertising in order to maintain the exclusivity of its products. Press is an important part in fashion promotion. It keeps readers updated with the latest news and fashion trends. Even though, online magazines are growing rapidly, and their popularity is increasing, Katerina Dvoracek will not forget about the print media as well. Promotional photos, interviews and articles in fashion magazines could significantly increase interest and awareness of Katerina Dvoracek brand. SOCIAL MEDIA Katerina Dvoracek brand will have its own accounts on Facebook, Instagram, Twitter and LindkIn. I will update social accounts regularly and continuously. I will share interesting stories, photos and videos; add more information about brand. Through “Instagram and Facebook stories” customers will have the opportunity to look behind the scenes of the brand or the production of their clothes. Social networks will be also used as a direct route to customers and for brand-to-customer communication. On Instagram account, I will use hashtags (especially #KaterinaDvoracek #MyKD) to strengthen the brand itself. Hashtags will be freely available to customers, who would then feel more connected to brand. If customers share their photos of my products with mentioned hashtags, and show them to their followers, it would create a potential shopping signal. The brand would get a free promotion, raise brand awareness and there is an opportunity to have more posts and followers on social media. Katerina Dvoracek will also have a website, that is sophisticated, well-arranged and elegant. Customer will find here basic information about me, brand, history, examples of work, contacts, photos… When customer register on the website, she also gets information about the production process of her suit and possible future discounts. In the future, together with the newly opened brick-and-mortar store, an online shop will be created, where the brand will be able to sell and present parts of suits, accessories and offered services. PUBLIC RELATIONS 1. Fashion shows Fashion shows are an integral part of the fashion industry and provide significant PR. It is an important opportunity to attract the media’s attention and raise brand awareness. (Posner, 2011) My goal is to present Katerina Dvoracek brand and its own products on fashion shows, first at smaller ones and regionals. The aim is to work out to prestigious fashion shows such as London Fashion Week / Prague Fashion Week. 2. Celebrity endorsement and collaboration The Katerina Dvoracek brand would use its famous personalities to strengthen brand image, raise awareness and market position. The celebrity collaboration will be divided into two areas. First area would be only the presentation of my suits in the form of lending the finished product (possible adjustments to fit beautifully) at fashion shows, or for advertising purposes. The second area will be working with well-known personality, who, like any other customer, will design the suit with her own style. It will promote not only the brand but also its main idea and business philosophy.
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KATERINA DVORACEK
DISTRIBUTION, PRODUCTION
PROPOSED LOCATION / DISTRIBUTION CHANNELS / PRODUCTION
At the beginning, the main distribution channel for Katerina Dvoracek will be its own studio, which, as already mentioned, will be part of my house/flat. One room will be adapted for production, customers measurements and fittings, or any consultation. The collective goal of brand for the third year is to find and then open a brick-and-mortar store extended by production space, preferably in centre or near to central London. Together with the newly opened store, an online shop will be created, where the brand will be able to sell suits from its own production and accessories from a selected supplier. As not every woman has the same size of both trousers and jackets, parts of suit will be sold separately in store and on e-shop. The website will be sophisticated, well-arranged, elegant and trendy, but simple to use. Website will also provide information about brand history, collaboration, contacts, all the services, elements and brand features. If I then expand my business abroad, there will be a language option so that would be easier for customers to search and find what they need. If demand for Katerina Dvoracek suits exceeds production, I will consider the option to move the production to factory, for now here in England. All production would be managed to keep the quality of products, materials and brand overall.
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KEY
PARTNERSHIP
One of the key partners of brand will be material suppliers. The material supplier should be a company that produces or sell a wide range of eco-friendly fabrics and haberdashery, ideal for all textile production. The offer should include beautiful, unique, luxurious, sophisticated but also unusual fabrics of the highest quality. All products sold should be benefit people who make them, people who handle them, or the planet. One of this company is for example Offset Warehouse. It is a social business that presents fashion, interiors, toy making, lingerie, and an ever-growing range of the most beautiful and unique fabrics. Products are sourced from locations globally. The offer the most beautiful, handcrafted textiles and haberdashery, sold at affordable prices, with a minimum order of just one metre. (Offset Warehouse, 2019) For more information about other potential suppliers of material, see the research book, chapter Key Partnerships – Materials.
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KATERINA DVORACEK
KEY PARTNERSHIP
To extend the product range, I consider partnership with a supplier of accessories, such as handbags, shoes, jewellery (earrings, bracelets, necklaces…). This supplier will extend my product range to include original accessories; while still have same values as Katerina Dvoracek brand – eco-friendly materials and production. Based on research done online through individual suppliers’ websites, my suppliers could be for example: MATT & NAT – The company lives by a simple motto, “Live beautifully!”. For brand, it means creativity, positivity approach, social responsibility, excellence. Product range includes footwear, handbags, belts, wallets, sunglasses… Especially handbags and backpacks are made of vegan leather. From the start, the do not use leather or
any other animal-based materials. They use recycled materials (such as recycled nylons, cardboard, rubber, and cork), linings only made out of 100% recycled plastic bottles, and they have also recently introduced recycled bicycle tires. (Matt&Nat, 2019) DAISY LONDON – would be a supplier of jewellery (necklaces, bracelets, rings, earrings). Products are designed in London and crafted in recycled 925 sterling silver and 18ct gold plate with respect to the environment at family-owned factories in Thailand. The aim is to create jewellery to be worn every day. (Daisy, 2019)
AITCH AITCH – Company that made luxury handbags from salmon skin sourced from organic and sustainable fishing farms in Europe. They are dyed and tanned using nontoxic and non-chemical processes. Salmon skin is a natural by-product of the fishing ‘THIS SUPPLIER WILL industry and Aitch Aitch is an early pioneer of EXTEND MY PRODUCT utilizing the sustainable RANGE TO INCLUDE exotic material in largescale designs. Each piece ORIGINAL is made in a London ACCESSORIES.‘ studio. (Aitch-Aitch, 2019) For more information about other potential suppliers of accessories, see the research book, chapter Key Partnerships – Accessories.
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KATERINA DVORACEK
KEY PARTNERSHIP
The key partners of the brand will be also well-known personalities (from fashion, culture, and sport) who would strengthen the brand’s image, raise awareness and market position, and present the brand. The use of well-known personalities to promote Katerina Dvoracek, has already been mentioned in chapter: Promotion – Public Relations – Celebrities endorsement and collaboration.
Another important partner will be companies specialize in ecopackaging. Katerina Dvoracek products will be packed in recyclable materials with the brand logo. Leaflet about product, production, environmentally friendly materials, and maintenance, will be added to each product. One of the supplier of packaging materials could be for example EARTHPACK. Innovative recycled packaging company that supplies bags and boxes to eco-conscious retailers. Earthpack works with companies of all sizes, based on individuality and custom packaging design. The company is environmentally aware retail community, making it a leader an industry leader in eco-friendly packaging. (Earthpack, 2019)
KATERINA DVORACEK
MANAGEMENT SUMMARY
At the beginning of business, I will take care of most of the production and marketing process myself. For some specific areas such as website creation I would work with external companies.
Over some time, in connection with the successful development of the company, I will be the owner responsible for the company management, strategy and production. With regard to previous education (Business Academy graduate) I will manage the economy and accounting of the company. If necessary, I will attend a course to broaden my knowledge of accounting practices. With the successful development of the brand, I will create new job opportunities and employ specialists for individual positions. Editor, that will take care of the website, online store and social networks. Shop assistants, dressmakers, driver, buyer assistant, accountant, etc.
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LAUNCH
Launch of a business could be after my graduation. Some time will be devoted to negotiating with banks about the amount and terms of a business loan; purchasing equipment and furnishing the room. As I begin my business plan from my own flat / house, where also the production and storage take place, more financial means will be invested in equipment and marketing (especially promotion). Equipment include all production and storage needs – sewing machines, irons, scissors, rulers, fabrics, threads, mannequins, rails, shelves, ‌
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CASH FLOW FORECAST WITH START UP EXPENSES AND CAPITAL
KATERINA DVORACEK
FINANCIAL STATEMENT
APPENDIX:
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EXPENSES
KATERINA DVORACEK
FINANCIAL STATEMENT
PROFIT
AND
LOSS YEAR
STATEMENT
1
*Cost of goods sold consists of all the costs associated with producing the goods or providing the services offered by the company. (CFI, 2019) - rent, bills, material, payroll. * Assumed the exemption from loan repayment in the first year of business.
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BIBLIOGRAPHY Sherwood, J. (2010) Savile Row: The Master Tailors of British Bespoke. London, Thames & Hudson. Posner, H. (2011) Marketing Fashion. London, Laurence King Publishing Ltd. Statista (2019) Women’s & Girls’ Apparel. https://www.statista.com/outlook/90010000/100/womens-girls-apparel/worldwide [Accessed 13 April 2019] Statista (2019) Suits & Ensembles (women & girls). https://www.statista.com/outlook/90010300/100/suits-ensembles--women-girls-/ worldwide [Accessed 13 April 2019] Karen Millen (2019) Karen Millen; About us. https://www.karenmillen.com/frnchs/about-us.html [Accessed 5 March 2019] Reiss (2019) Reiss; This is our story. https://www.reiss.com/our-story/ [Accessed 5 March 2019] Offset Warehouse (2019) Offset Warehouse; About us. https://www.offsetwarehouse.com/pages/about-us [Accessed 16 March 2019] Matt & Nat (2019) Matt & Nat; Our story. https://mattandnat.com/our-story/ [Accessed 28 March 2019] Daisy (2019) Daisy London; About us. https://www.daisyjewellery.com/about-us [Accessed 28 March 2019] Aitch Aitch (2019) Aitch-Aitch; About. https://www.aitch-aitch.com/about-2 [Accessed 28 March 2019] Earthpack (2019) Earthpack; Wo we are. https://www.earthpack.com/who-we-are/ [Accessed 6 April 2019] CFI Education Inc. (2019) Cost of goods sold (COGS). https://corporatefinanceinstitute.com/resources/knowledge/accounting/cost-of-goodssold-cogs/ [Accessed 25 April 2019]
(Dvorackova, 2018) In the ‘Business Plan’ project I was also inspired by own work – marketing report about Manolo Blahnik – which I did during the autumn semester in the second year of study at University of Derby.
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BIBLIOGRAPHY: IMAGES Cover page Massimo Dutti suit. In: Love the Brands [online]. From: https://lovethebrands.com/products/massimo-dutti/slim-fit-crepe-suit-blazer-with-buttonsdetail/BkmHg0pOM Page 2 Woman. In: Pinterest [online]. From: https://www.pinterest.co.uk/pin/521854675557629631/ Page 4 Suit detail. In: Pinterest [online]. From: https://www.pinterest.co.uk/pin/181832903690507761/?lp=true Pages 6-7 Massimo Dutti. In: Milled [online]. From: https://milled.com/massimo-dutti/new-womens-editorial-the-current-suit-in-all-its-versions-n_2ZtfL7iSiVpNPV Lara-Joe Gerstler. In: Model.New faces [online]. From: https://models.com/newfaces/modeloftheweek/43918 Beige suit. In: Pinterest [online]. From: https://www.pinterest.co.uk/pin/765330530407027926/ Pages 8-9 Africa - Afro. In: Jack Visser Photography [online]. From: https://jackvisserphotography.com/afrika/#jp-carousel-412 Africa - Afro. In: Jack Visser Photography [online]. From: https://jackvisserphotography.com/afrika/#jp-carousel-406 Pages 10-11 Massimo Dutti_Detail. In: Pinterest [online]. From: https://www.pinterest.co.uk/pin/349380883588472780/ Osman Pre-Fall 2017 Collection. In: Vogue [online]. From: https://www.vogue.com/fashion-shows/pre-fall-2017/osman/slideshow/collection#5 Page 12 Massimo Dutti_Slim Fit Blazer. In: Pinterest [online]. From: https://www.pinterest.co.uk/pin/519110294542888159/ Page 16 Remi Pyrdol Newest Beauty Editorial. In: Fashion Editorials [online]. From: https://fashioneditorials.com/remi-pyrdol-newest-beauty-editorial-withamalie-schmidt-and-eliza-hartmann/ Page 19 Picture of Caroline Trentini. In: Listal [online]. From: https://www.listal.com/viewimage/18984796h Pages 20-21 Aquilano.Rimondi Pre-Fall 2017. In: Vogue [online]. From: https://www.vogue.com/fashion-shows/pre-fall-2017/aquilano-rimondi/slideshow/ collection#13 Massimo Dutti suit. In: Love the Brands [online]. From: https://lovethebrands.com/products/massimo-dutti/limited-edition-shiny-suit-blazer/BJz3SxKYf Pages 22-23 Aquilano.Rimondi Pre-Fall 2017. In: Vogue [online]. From: https://www.vogue.com/fashion-shows/pre-fall-2017/aquilano-rimondi/slideshow/ collection#23 Aquilano.Rimondi Pre-Fall 2017. In: Vogue [online]. From: https://www.vogue.com/fashion-shows/pre-fall-2017/aquilano-rimondi/slideshow/ collection#25 Page 24 Tailoring‘s new guise. In: Reiss [online]. From: https://www.reiss.com/ca/editorial/features/tailorings-new-guise/ Page 27 Andreas Ortner for Instyle Germany December 2018. In: Pinterest [online]. From: https://www.pinterest.co.uk/pin/418553359116471837/ Page 29 Leaves. In: Pinterest [online]. From: https://www.pinterest.co.uk/pin/829929037561388984/ Page 31 Celia Becker. In: Zhiboxs [online]. From: https://www.zhiboxs.com/celia-becker-easy-chic-evening-outfit-style-for-instyle.html Pages 32-33 Fashion style. In: Pinterest [online]. From: https://www.pinterest.co.uk/pin/113786328064117686/ Gigi Hadid. In: The Place. Celebrity Photos [online]. From: https://www.theplace2.ru/photos/Gigi-Hadid-md5664/pic-848874.html Pages 34-35 Accessories detail. In: Pinterest [online]. From: https://www.pinterest.co.uk/pin/369154500703374752/ Womenswear. In: Pinterest [online]. From: https://www.pinterest.co.uk/pin/136163588710701195/ Pages 36-37 Suit Detail. In: Massimo Dutti [online]. From: https://www.massimodutti.com/ma/femmes/collection/costumes/veste-croisée-en-pur-lin-cintréelimited-edition-c1383007p8587093.html Women suit. In: Pinterest [online]. From: https://www.pinterest.com.au/pin/307089268331608806/ Caitriona Balfe. In: Fashion Gono Regue [online]. From: https://www.fashiongonerogue.com/photo-shoot/outlander-caitriona-balfe-instyle-2016/ Page 41 Emanuel Ungaro. Resort 2017. In: Vogue [online]. From: https://www.vogue.com/fashion-shows/resort-2017/emanuel-ungaro/slideshow/collection#33 Page 44 Women suit. In: Pinterest [online]. From: https://www.pinterest.co.uk/pin/589056826242409855/
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