Final University Portfolio Containing Three Projects

katerina dvorackova

PORTFOLIO NEEDS A T I T L E.

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University of Derby. BA (Hons) Fashion Design and Marketing. 100450733.

ME.

2

KATERINA DVORACKOVA

contact details dvoracek.katerina@gmail.com

follow us on instagram @katerina.dvoracek Portfolio has been created as a magazine and uploaded to online platfor m: https://issuu.com/katerinadvorackovamb Katerina Dvorackova has asserted her right to be identified as the author of this work.

University of Derby W223: BA (Hons) Fashion and Fashion Marketing 6FH501 - Fashion Direction 100450733 ISSN 0000-000X

Katerina has attended my English classes for four years and I had a unique opportunity to get to know her thoroughly. She is an exceptionally intelligent, hardworking and responsible person of high integrity. Her personality can be characterised by many qualities – she is smart, diligent, conscientious and very mature for her age. Further more, Katerina is a beautiful young woman who has always been passionate about fashion, she is creative, inventive and devotes most of her time to this hobby.

Katerina is very popular for her friendly and kind personality, she is reliable, supportive and always willing to help others. Some of her great strengths are placidity and concentration.

- Lucie

content 04

KATERINA DVORACKOVA

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FINAL MARKETING PROJECT

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COMPANY DESCRIPTION PRODUCTS COLLECTION 2020 CUSTOMERS MARKET ANALYSIS COMPETITORS BRAND POSITION ON MARKET

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MARKETING STRATEGY CAMPAIGN VIDEO & PHOTOSHOOT STUDIO PHOTOSHOOT KATERINA DVORACEK BOOK LEAFLETS SOCIAL MEDIA

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ASOS PROJECT COMPANY DESCRIPTION PRODUCT LINE MARKET ANALYSIS

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COMPETITORS SWOT ANALYSIS 55

MARKETING STRATEGY TECHNOLOGY TRENDS DIMENSIONS: BOOTS

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COMPANY DESCRIPTION SWOT ANALYSIS 60

COMPETITORS MARKETING STRATEGY COLOUR PALETTE POINT OF SALE

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BIBLIOGRAPHIC NOTE

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PICTURE CREDIT

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FINAL MARKETING PROJECT

In this report, the focus is on development of my idea for final marketing project. Through research and obtained experience the focus has been on Katerina Dvoracek brand development and market position; and factors such as products, competitors, segmentation of consumers, promotion, marketing strategy‌ Nowadays, every fashion brand has to communicate with customers through social networks. In this report, the thinking has also been about possibilities in this area.

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COMPANY DESCRIPTION

KATERINA DVORACEK

Katerina Dvoracek is a new brand that offers, besides unique and extraordinary items for a special occasion, a timeless wardrobe for three generations of women.

The goal is to create pieces inspired by the customers themselves. The first collection will be introduced in 2020.

mission statement

Pieces of non-trend, non-seasonal, variable, practical, just the ones we all need. The intention is that this closet will serve for several years. I want

Production and offer from unique and

to make these pieces simple, comfortable and easy-

extraordinary pieces to a timeless women

to-wear. Pieces, you can combine with each other

wardrobe for every occasion, versatility

or with pieces you already have in your closet.

and longevity – pieces in which every woman finds her own style.

The unmistakable branding includes a sense of detail, perfect finishing of garments and production of quality materials.

•

F EMI NI TY

•

TI M E L E SS

•

E V E RY DAY

CLOT H I N G

•

U N I QU E

AND

E XTRAO R DI NARY I TE M S • N E UT R A L COLO UR SC H E M E • SU STA I NA B I L I T Y •

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BRAND NAME

KATEŘI KA The brand name is derived from the founder, CEO and designer of the brand, Kateřina Dvořáčková. Considering differences of surname of men and women in the Czech Republic (suffix –ová; Dvořáček – Dvořáčková) and the assumed activities abroad, I am using a shortened version: Katerina Dvoracek or Kateřina Dvořáček. *** Explanatory note: In the Czech Republic and other Slavic countries it is very easy to identify the person’s gender by surname. The difference between surname of a man and a woman is a suffix –ová. I would like to explain this with the example of me and my father. My father’s surname is Dvořáček, my surname includes the suffix, it is Dvořáčková.

Another example is, if I married a man named Novák, my surname would be Nováková. However, due to big influence from foreign countries, at this time we have different options. When I get married, I have the opportunity to choose the classic surname with the suffix – Kateřina Nováková; or I can choose to have exactly the same surname as my husband, without the suffix – Kateřina Novák.

With my experience, it is very difficult to pronounce or spell my surname in foreign countries. Also for this reason, I have decided to use the abbreviated version (without the suffix) of my maiden name as the brand name.

NA DVOŘÁČKOVÁ TEŘINA DVOŘÁČEK KATERINA DVORACEK

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BRAND LOGO

KATERINA

DVORACEK

KATERINA DVORACEK

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IMG_8484

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IMG_1615

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IMG_8469

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BRAND LOGO

The collections offer unique, classic and elegant wardrobe pieces highlighting femininity, idea of easy-to-wear and mutual combinability.

Repetition, multiplication and simplification is something the brand wants to work with in cuts. The collections begin with simpler and basic pieces, which are then developed into extraordinary and extravagant. The cuts are therefore taken from other models and collections of the Katerina Dvoracek brand.

Offer includes different types of tops, skirts, dresses, trousers, coats‌

IN‘VISIBLE

WOMEN’S

ELEGANCE

2020

READY-TO-WEAR

COLLECTION

I sought insipration in the home Czechia, and United The collection title is derived not only from the main Kingdom. As a starting point I chose representatives idea of the brand - elegance -, but also because of of Brutalist architecture.

paradox of denunciation. ‚Brutalist buildings are often

Connecting simplicity and inspiration from brutalist condemned by people. Some people see the grace in buildings. Stylized vision of all buildings shares a Brutalism, for some the beauty remains hidden and common foundation in modernist architectural invisible. Although the buildings may seem hard and fascination. Each of them depicting the trend – cold on the outside, their interiors can pleasantly uncompromisingly modern, surprising and arresting, surprise us with their softness and elegance. ‘ distinctive, frightening and exciting at the same time. As some brutalist-style buildings look ordinary or The collection is simple, elegant, with some pieces eccentric to controversial, the idea of collection is to give women a sense of self. even more extravagant.

The colour palette includes black and white, as well as Focus on several types of women from those who brown to powder shades. After getting results of the prefer extravagance, attract attention, want to be online survey, the palette is completed with shades of

visible; women who do not desire for attention and

red, blue and yellow. The colour scheme highlights would prefer to be invisible; up to women who look the idea of easy-to-wear and mutual combinability. invisible on the outside, but on the inside, they desire Not only composition and structure of buildings but

to be the centre of attention.

also the distinct colour palette inspired me to use particular materials, especially cashmere wool and cotton organdie.

–

IN

–

VISIBLE

–

INVISIBLE

–

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COLLECTION 2020

Such as the details repeating in Brutalist architecture, the same designs show up multiple times through the collection.

However, they are re-imagined and re-worked, or made using different materials. New for ms of the same design piece change its reality and portrays it in a new context.

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COLLECTION 2020

Cashmere wool skirt, cotton organdie dress, both KATERINA DVORACEK

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COLLECTION 2020

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CUSTOMERS

Offer of timeless wardrobe for three generations of women. Customers are women who value quality materials and perfect finishing of garments.

Customer segmentation is one of the key functions of marketing. It helps enhance a company’s understanding of its customers, market position; offer products and services designed to appeal to the targeted customers. (Posner, 2015) The intention is to divide customers into three groups and two subgroups: The first group consists of specific customers. Ambitious and confident women who yearn for elegant, extravagant and individual style. Women who will not be afraid to combine pieces from the collection with each other.

Lifestyle: Financially secured. Living in bigger cities. Enjoying time of travelling. Visiting fashion shows and events. Enjoying having coffee in cafĂŠ. Dinner in chic restaurant. Eating healthy. Magazines. Lots of free time. Instagram. Emphasis on uniqueness.

Communication with the customers via social networks, especially the Instagram account of the brand.

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CUSTOMERS

The second group are women who want a sophisticated but elegant style with a touch of soft colours. Women who will combine pieces from the collection with the simple pieces from their wardrobe.

Lifestyle: Busier than group one. Students. Employee. Work. Morning. Run. Yoga. Fitness.

Quick coffee. Coffee-to-go. Enjoy time with friends. Shopping. Cooking. Eating healthy.

Reading books. Neutral and natural make-up. Red lipstick. Watching movies instead of TV. Travel to interesting locations instead of lying on the beach.

Communication with the customers via social networks, especially the Instagram account of the brand.

Within this group, the first subgroup has been set up. It includes the same women and girls; however, they cannot afford such clothes. Women and girls who value quality materials and local brands. They are willing to save money for a weeks or months to buy a quality piece of clothing and to support the brand. The subgroup includes also women who ask for such items of clothing for example for birthdays, Christmas or other important events.

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CUSTOMERS

The last, but not less important group, are women who always reach for classics. No extravagance, colour scheme – black, white, shades of beige. Women who buy only the most classic and simple pieces.

Woman.

Mother.

Family.

Lifestyle: books.

Cleaning. Family care.

Work.

Cooking.

Children.

Communication with the customers via email marketing.

Reading Friends.

The second sub-group consists of men who demand and buy gifts for their partners or daughters for birthdays, Christmas or other special events. Communication with customers will be via email marketing. An important element of communication with this subgroup will be sending out reminders for the upcoming birthday of a partner or daughter via email.

The aim of the brand is to reveal women’s hidden needs and wishes and influence their motivation and desire to buy the products. Production in small series. Purchase of the product will be influenced by disposable income of customers and motivation to feel and look great. *Whether it is communication with customers through email marketing or social networks, every single channel will say the same message. If customer signs up to receive newsletters, they will automatically receive a welcome email with introduction to the brand.

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MARKET ANALYSIS

WOMEN’S

&

GIRLS’

APPAREL

-

WORLDWIDE

The women’s apparel market covers apparel for woman and girls. The range of products constitutes the largest share in revenue within the entire clothing market. Revenue amounts to £520.077m in 2019. The market is expected to grow annually by 4.2% (CAGR 2019-2023).

Most revenue is generated in China (£99.896m, 2019).

REVENUE IN MILLION £ Forecasted revenue development for each year. (Statista, 2019)

REVENUE IN MILLION £ Forecasted revenue development for each year. (Statista, 2019)

Middle-market fashion product is designed and priced to cater for customers wishing to purchase at a level between luxury and mass market. (Posner, 2015) Based on an analysis of the market and competitors, Katerina Dvoracek will belong to the middlemarket segment. Focus on placing in more luxurious but affordable section.

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SWOT ANALYSIS

strengths.

Understanding of fashion industry, quality products, individual customer approach, quality materials, exclusive goods, diversity of product range from extravagant pieces to a timeless wardrobe. weaknesses.

business.

New brand, so far without history, low experience of running own

opportunities.

Collaboration with influencers, opening store/ studio, creating brand website, product range – accessories extension, growing market potential, rise of social marketing (opportunity to raise awareness and promote products and work), presentation on fashion shows, growing experiences and knowledge.

threats.

Not successful marketing and lack of publicity, market changes, lack of demand, cash flow – possibility of not making enough profit.

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COMPETITORS

Based on the analysis, my possible key competitors can be for example brand COS, Totême, Joseph, Dion Lee, Monographie and Gauchere. I assessed the key competitors on the basis of similarity in products, prices, style, design features, statements and values.

I divided the competitors into three groups: • competitors with lower prices • competitors with similar price ranges • competitors with higher prices (Even though some of the competitors have different price ranges, I still consider them as my competitors within similarity in products.)

The prices for my collection will be competitive, targeted to the specific market and customers.

Prices of my brand are assessed according to exclusivity, quality production, used materials, and above-standard customer service. (for more information about each brand see Research File)

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MARKET STRATEGY

As a student of Fashion and Fashion Marketing, I had the opportunity to choose from three options when deciding on the concept for my final project. I decided to choose option two, which focuses on garments development and marketing strategy. The marketing part of the project will allow me to market these products through a marketing campaign.

The current rapid and modern development of new technologies only confirms to us that the path through online stores is the right idea for starting companies and brands. At this moment, it is also confirmed by the current epidemiological situation.

Shopping online is almost hassle-free in any situation, customers can shop freely, whenever and wherever they need. In the future, however, I would like to rent premises including a manufacturing studio and a showroom, which customers can visit personally, and buy or try on pieces of clothing. Despite all the technology, the shopping experience is still crucial for customers.

c a m pa i g n Thanks to obtained experience and knowledge during studies of fashion marketing at the University of Derby and marketing placement with fashion designer; the marketing part of final project presents the campaign aimed at promotion of new collection and brand, and raise awareness of problematic of not only brutalist architecture. I divided this campaign into several parts:

video and photoshoot studio photoshoot book leaflets social media

54 CAMPAIGN VIDEO AND PHOTOSHOOT Regardless of film’s creativity, length or style, the main goal of all fashion films is to promote a brand or collection through something memorable and, crucially, shareable.

(Cope and Maloney, 2016) The goal of my campaign video is to introduce and promote a new brand collection, raise awareness of Brutalist architecture, but also to show customers products on the model, in motion, which would affect the purchase needs.

interest of potential customers, to raise awareness of the new brand and its very first collection. The video was posted to the brand’s Instagram account.

Video Length: 0:15 The next step was to create the remaining videos that would be shot in one same day. Unfortunately, due to the pandemic and quarantine, it was not possible to create these videos, so the next part is only theoretical. place

National Theatre Filming and photography would take place with the consent and under the conditions of the Nation Theatre „ ‚Any students wishing to arrange photography on site may do so subject to permission. We allow students on site for up to 1 hour and crew size no larger than 4 people. If you wish to film on site you will need to write in advance to the Commercial Events team for approval with a minimum of 5 days’ notice of your shoot date… ‘ An alternative solution for the location was: Barbican, London My aim for this part of the project was to prepare a set of different videos: – coming soon video – backstage video – main video – ‚5 second’ video – The team of collaborators for this project was expected as follows: filmmaker and photographer Katerina Vahalova model Elisa Mitrofan (models 1) or Deimante Misiunaite (milk management) MUAH

coming

soon

video

As a preparation to the coming soon video, during the process of making the garments, I shot very short videos including from the beginnings of cutting, following by showing a huge pattern piece for sleeve before sewing, the sewing itself, to the final version of the outfit. These videos were then processed and edited by Katerina, and supplemented with music called Parita III. Courante – Roomful Of Teeth.

The video is made in black and white version, it is aimed at attracting the

date

Saturday 4 April 2020 Unfortunately, the Theatre was already closed at this time, and it is so until the end of June.

The following was prepared for the main campaign videos: MUAH more expressive make-up with a distinctive lipstick. Sleek, straight hair at the crown takes a frizzy ponytail from messy to polished. .

Deimante Misiunaite

coming soon video

Elisa Mitrofan

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CAMPAIGN VIDEO AND PHOTOSHOOT The ideas for the scenarios were as follows: MAIN VIDEO As I made only one outfit (or two – skirt and dress – the dress separately), the overall idea of the video was focused on fastchanging shots of the model in both motion and standing, but also, for example slower movement in more extravagant poses.

We also wanted to work with abstraction, which means that the model, for example, would move along the wall, and this shot would then be rotated horizontally. The model would be shoot from different angles when moving, we would work with shadows and other possible variants, such as zooming, making eye contact with the camera, shots focused on details, especially the sleeves, make-up and hairstyle STYLING – The most important elements were dress and skirt.

To shoot a separate dress, it was necessary to get black high panties and a strapless bra. The second outfit would feature a dress and a skirt on top.

My goal regarding to styling was to collaborate with other university students in the field of footwear or accessories. Collaboration was agreed with Ales Hnat, a student of Fashion and Footwear design at UPRUM University in Prague, Czech Republic. As part of my project, I would have the opportunity to raise the profile of both Czech production and newly starting Czech designers.

Unfortunately, due to the epidemiological situation, I had to suspend the collaboration and resolve everything differently and very quickly. As already mentioned in the company description, my goal is to create pieces that can be combined with each other or with those that we already have in the wardrobe. The following styling was therefore derived from the pieces of clothing that I own or have recently bought. mules, oversized turtleneck sweater and blouse with tie MANGO, handbag JEENA, high heels MOHITO, sleeveless jacket with shoulder pads ZARA

working with accessories, etc.

The video would be processed in more cheerful colours, with a touch of romance.

Video Length: The key intent is to capture the audience’s attention in a shorter period of time.

Attention is a limited concentration. The average time to watch single video online is two minutes and fortytwo seconds. According to Wistia, a video hosting and analytic provider, a shorter clip will encourage an audience to watch the entire video. More interesting finding from Wistia Video Analytics: • 50 percent more people will complete a one minute video than a two-minute video.

• After a certain point, the engagement will balance out so a four to five-minute video has the same engagement as a five to ten-minute video. (Ruedlinger, 2012, cited in Bendoni, 2017) For these reasons, the main video will take around 0:45 Usage: social media ‚5 SECOND VIDEO Video consisting of 6 shots together – shot 1. detail of the building; shot 2. detail of the building; shot 3. whole building; shot 4. model dressed in the dress by Katerina Dvoracek, sitting on a chair (half-sitting), hand hanging down, which will highlight a distinctive element of the outfit – the sleeve; shot 5. detail of the building; shot 6. model dressed in a dress with skirt on top, extravagant pose in front of building – very slow movement – eye contact with the camera Video Length: 0:05 Usage: social media especially Instagram

A backstage video would be prepared and filmed throughout the day.

Due to the crisis situation, after an agreement with Katerina, a trial version of the photoshoot (at her home) was arranged with a green background, which was subsequently modified and replaced -> we placed our own photos of the National Theatre into the background.

In the given pandemic situation, the model changed. The model and friend of Katerina – Cali White – agreed to

shot 01

do the trial photoshoot.

I planned to take part in the test photoshoot, but the development of the coronavirus situation in London, and the cancellation of the bus services from Derby to London, prevented me from participating personally.

shot 02

shot 03

shot 04

shot 05

shot 06

Cotton organdie dress KATERINA DVORACEK; bag JEENA; shoes MANGO; model Cali White; photo Katerina Vahalova

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STUDIO PHOTOSHOOT

After the completion of the manufacturing the outfit, due to the coronavirus situation, the photographic studio at the University of Derby was closed, and subsequently also an alternative variant – the Belper studio in Derby.

The photoshoot supposed to include both lookbook photos and photos focused on more extravagant poses. All with white background.

The team consists of: photographer adam kay model lauren frary muah emma grant or anika ahmend styling already mentioned in the ‚main video‘section

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BOOK

The next part of my marketing project supposed to be a magazine or catalogue including infor mation about brand and current collection.

However, I realized very quickly that it does not present myself enough. I am a keen reader since my childhood. I absolutely adore reading books and feel sad, that books are not so popular anymore.

I am torn into 2 worlds, I do respect past, however I need to look into future as well. The book present timeless marketing product of the brand. On the contrary, to stay present and open to future trends, the brand is using social media as well. The Instagram present very powerful marketing tool of the brand. It will be used mainly for promotion.

Despite the fact that the book unfortunately lacks campaign photos of the final outfit, I decided to print the book and bind it in the Czech Republic at CDSM. In agreement with the company, the binding of the book was modified for the additional insertion of photographs from the photoshoot, which will take place after the end of the coronavirus period.

The book is divided into several parts. The first of them is a short biography of myself as the founder, CEO and designer of the brand Katerina Dvoracek.

The biography was written by my best friend since childhood Eliska Paryzkova. The following is an introduction to the brand itself.

The next part of the book focuses on the Brutalist style, which I chose as my inspiration for the very first collection. I deal with its origin, past, present but also future. I consider it necessary to include in the book a campaign called SOSBrutalism, which for several years aims to save the endangered Brutalist architecture. An interview with Miriam Kremser, who has been working here for 3 years, was created to get acquainted with the campaign. A transcript of the interview is part of the book.

The idea of connecting Brutalism with art is not only dealt with by me in my collection, but also by other important artists. Examples of ‘Brutalism differently’ are included in the book.

The main part of the book is focused on the first collection of the brand, its development from the initial idea to the final production of the outfit.

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LEAFLETS

The aim of these leaf lets is to present the In’visible Elegance collection just before the fashion show. No photos, only text about the collection. Before the exhibition, visitors will be able to read infor mation about the collection – inspiration, colour palette, selection of materials, introduction to brutalist architecture…

As promotional materials, 3 leaf let designs were created. It will be all placed in an envelope with a printed brand logo, and it will be given to every visitor at the fashion show.

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LEAFLETS

LEAFLET 01 SIZE A5. MATTE SURFACE. 150G/M

LEAFLET 02 SIZE A5. MATTE SURFACE. 150G/M

BROCHURE 03 SIZE 21 x 3 CM. MATTE SURFACE. 150G/M USE THIS BROCHURE AS A BOOKMARK

ENVELOPE 04 SIZE C5 162 X 229 CM. BLACK V FLAP PEEL & SEAL ENELOPE. 110 G/M

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SOCIAL MEDIA

Social marketing is modern and effective method of interacting with target market. Consumers provide feedback and feel more connected to the company.

(Bickle, 2011) During the 4th lesson called ‘Product Me’ (module 6FH502 – Entrepreneurship and Enterprise) we discussed, among others, the popularity of social networks – Facebook and Instagram. Facebook is becoming less and less popular. Last year, Facebook users fell from 67% of Americans to 62%. This drop has been consistent across age groups and genders and is likely to continue. Many people no longer trust Facebook. For the younger generation, it is no longer fresh or fashionable. On contrary, Instagram remains a very successful and popular marketing tool. In 2018, Instagram exceeded 1 billion active users per month.

The fashion industry is an image-based business, making Instagram a powerful platform. According to Lisa Pomerantz, Senior Vice President of global communications and marketing at Michael Kors, “We go where our fans go, and we believe that more and more consumers are spending their time on Instagram for both inspiration and product discovery.” (Strugatz, 2014, cited in Bendoni, 2017)

For the mentioned reasons, I decided to create only an Instagram profile of the brand. The Instagram account was created as a company account, but I will be able to see the exact statistics only after reaching at least 100 followers. The content is diverse, including information about the brand, but also brutalist architecture, photographs and videos of clothing.

My marketing strategy for social networks is to add individual posts every other day, either at 7 am or between 7-8 pm. The reason for these times is, when waking up and on the way to work, people

most often go through their Instagram, and vice versa before going to sleep. I am adding posts one by one, in the future I would like to connect individual photos with each other, but no square will be left blank or all white. Each post must say some information or pass on a message to followers and potential customers.

I use the free mobile application called UNUM to pre-prepare all Instagram posts. It is a marketing tool for the planner, which makes it easier to have a social media marketing strategy, any posts are pre-prepared in the application, the feed is unified, and all of that without publishing it.

To get more followers, I also add Insta stories, and I created two highlights with names: ./brutalism promotion and inspiration of brutalist architecture in’elegance promotion of contributions related to the collection

comments and interaction with followers

instagram stories

#katerinadvoracek #in‘visible elegance #collection2020 #brutalism #neutraltones instagram profile

using UNUM app

layout for following posts

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popular and successful. (ASOS, 2020)

With the current product diversity, ASOS has become increasingly

on television. Then, expanded its business by focusing on market needs.

affordable fashion that people could see on Hollywood stars and idols

these four words. The company’s philosophy was based on the lack of

the name ‘As Seen On Screen’. The name ASOS is the abbreviation of

85% global brands. ASOS was established in 2000 in London under

to almost the whole world. ASOS currently sells clothes from around

One of the largest fashion retailers in the world. ASOS delivers fashion

ne of the largest fashion retaile the world. ASOS delive shion to almost the whole worl SOS currently sells cloth m around 85% global brand SOS was established in 200

discover fashion online

ASOS

Mission

statement

To be the world’s number one destination for fashion-loving 20-somethings.

discover

fashion

online

PURPOSE To give you the confidence to be whoever you want to be.

ASOS

PRODUCT

The ASOS product mix offers

MIX

many options for a wide range of consumers. Offer a range of styles,

PRODUCT

over 30 sizes – all sizes for same

LINE

price. It positively presents brand exclusivity and maximizes sales.

ASOS product line includes

for

example

clothing,

footwear, accessories, active wear, beauty

products,

gifts…

They

provide diversity, exclusivity and collaboration. Selling clothes from around 850 world brands and own collections: ASOS Design, ASOS Edition, ASOS White, ASOS 4505, exclusive collection ASOS Made in Kenya… For their collections, they also collaborate with for example LaQuan Smith, GLAAD or VFILES. (ASOS, 2020)

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82 MARKET POSITION. Global fashion retailer. ASOS pricing technology maintains customer loyalty. Products are affordable and more accessible to the target market.

MOBILE APP. The ASOS mobile app introduced a new opportunity to provide customers with a shopping experience. With the app, customers can shop anytime, anywhere. WEBSITE. Easy to use, simple layout, ease to search for products. Product photos, catwalk videos of products, diverse content. (ASOS, 2020)

ASOS missguided

boohoo pretty little things

Based on the analysis, the ASOS competitors can be for example Missguided, Boohoo and Pretty Little Things. As they are online competitors, the main differential factor is the layout and complexity / simplicity of the website and the delivery service.

Compared of

to

brands.

other Other

online

brands,

interesting

ASOS

features

of

has

a

the

unique ASOS

mix brand:

The ‘A-list’ prog ram started in February 2016. At that time, none of the competitors had a loyalty prog ram. A-list rewards customers in various ways, including a birthday discount.

Premier Delivery. ASOS offers customers next day delivery for the whole year for £9.95. This allows customer to save £5.95 per order; and shop faster. Also available with premier delivery are occasional discounts, access to early sales and a monthly magazine.

Delivery services – standard, next day, nominated day, premier delivery. Click and Collect option.

ASOS is one of the best in customer care. (ASOS, 2020)

SWOT

analysis.

media; website – catwalk videos of products; customer service; sustainability – ASOS produce and distribute products that are environmentally friendly; ASOS mobile app.

WEAKNESSES. Online only – for some customer store experience is still important, they need to touch and feel the product before buying.

OPPORTUNITIES. Open store; presentation of ASOS collections at fashion shows; focus on more off line ads – attract more customers; extension of own product lines.

THREATS. Growing competition; ASOS is online only.

SWOT analysis is a method used by industry as a guiding tool and a “strateg y development framework”; identifying strengths, weaknesses, opportunities,

accessories, footwear, beauty products…; strong online presence, social

and threats will help to secure future g rowth of the company. (Sarsby, 2016)

STRENGTHS. Loyal customers; variety of products – men’s, women’s,

In May 2019 ASOS, in collaboration with Becca, organized an event called ‘Skin Love Wellness Event’.

The event took place at Core Collective in London and included Pilates session held by gym instructors and makeup and skincare session and service. (ASOS, 2020)

my initial

IDEA

Inspired by this event, my idea for a marketing strateg y, attracting attention of the target customers and engaging them in the event, is to arrange a one-day event. This would include not only a mor ning and after noon dance workshops and a subsequent evening event; but also, establishing a new collaboration with two inf luencers, and in collaboration of ASOS x Inf luencers designing a new smaller collection as a limited edition. Launch of this collection would start at the evening event, and last until products are sold out.

The main idea of the event is to target customers interested in streetwear, sportswear, footwear, but also in street-style as a dance style. The aim is to attract attention of these potential customers, involve them in the prog ram of the event, and allow them to meet not only with new inf luencers, but also with each other. Enjoy the day together with ASOS!

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collaboration with influencers

ASOS works with individuals from all over the world, who share their own fashion tips and style advice, promote clothing, accessories and beauty products that are available for purchase at ASOS. That allows to provide more personal content.

(ASOS, 2020)

For this reason, I think that establishing new collaborations will not be a disadvantage for the brand, on the contrary it would be beneficial.

There are now four types of

1.

Mega-inf luencers – social superstars with more than a million followers. These are often celebrities because of fame they

inf luencers on social media:

have gained in the ‘real’ world.

2.

Macro-inf luencers – inf luencers with between 100.000 and 1 million followers.

3.

Micro-inf luencers – someone who has between 1.000 and 100.000 followers. We have championed the ability of microinf luencers to spread a message. While their following may be small(ish), their authenticity is high.

4.

Nano-inf luencers – somebody with fewer than 1.000 followers who has immense inf luence with a comparatively narrow market. (Quiroz, 2019)

90

Despite the fact that, macro-inf luencers may

they perfor m around the world, they are

have a lot of respect in their niche, there is

available as a dance g roup for rent, they are

usually too much competition for most brands

ideal for concerts, private events, television

to work with them.

and dance movies. British street dance g roup

After explaining above, in my opinion it is

from London, founded by Ashley Banjo

the best to focus on micro or nano inf luencers

who is now well-known as a street dancer,

with different interests. This is also due to

choreog rapher, actor, but also a professional

the presumed large increase in collaboration

boxer. (Anon, 2020)

between brands and inf luencers in this category. If brand builds a relationship with a nano-inf luencer, then most people consider it authentic and genuine. (Quiroz, 2019) Among others, one hundred of micro / nano inf luencers have as a whole g reater response then one mega-inf luencer.

Nathan Ramsay, dancer and choreog rapher who teaches classes at Dance Work Studio (32.200 followers). Georgia Lewis, dancer at Diversity and Dance Work Studio (7.260 followers). Both of them have very positive feedback on their work and style through social media.

As they both have between 1.000 and 100.000

Two new inf luencers will establish short-ter m collaboration with ASOS only for a given pur pose – campaign, one-day event. However, I recommend that the bran then analyse the whole event and evaluate whether inf luencers have produced positive results. If so, due to the g rowing popularity of inf luential marketing, I suggest that the brand establish a long-ter m collaboration with these inf luencers. If the inf luencer continues to show product support through multiple campaigns, it highlights the

followers, they belong to micro-inf luencers of the brand. Although their numbers of followers are not as g reat as that of macro or mega-inf luencers, their authenticity will be high.

They are a g reat choice for the brand in ter ms of distinctive and unique dress style, streetwear, street-style, footwear, but also sportswear. In addition, Georgia could also collaborate with the brand within beauty products.

synchronization between the inf luencer and the brand. That increases the authenticity of

As mentioned earlier, another goal of this

the inf luencer.

event is to design and create a streetwear

The new inf luencers I found for ASOS are

collection, limited edition, in collaboration

dancers in the Diversity g roup – Nathan

of ASOS x Nathan x Georgia. The launch

Ramsay and Georgia Lewis.

will start at the evening event and last until

Diversity is a street dance g roup, that thanks to

products are sold out. The limited edition

its dynamic choreog raphy won the talent show

could include all sorts of products from

called ‘Britain’s Got Talent’ in 2009. Since then,

T-shirts – shoes – to small accessories.

91

Nathan Ramsay

hello

GEORGIA

The all-day prog ram would consist of three parts – mor ning dance workshop with Georgia – after noon workshop with Nathan – evening event.

NO. 1 MORNING

/

AFTERNOON

DANCE

WORKSHOP WITH GEORGIA AND NATHAN DANCEWORK STUDIO the home of DIVERSITY.

NO. 2

Dance Work Studios, Dagenham, East London 4 Wen Road, Rainhma, London RM13 8

EVENING EVENT

2x 2 hours workshops – mor ning session with Georgia – after noon session with Nathan.

Concrete Space 56 Shoreditch High St, Hackney, London E1 6JJ

Limited number of people – book your place on the dedicated page and pay the £15 fee per ticket.

DJ: Choice of three DJs – Kenny Allstar x Tiffany

Your ticket fee will be donated to ASOS to support

Calver x Amy Becker

this event.

You will be able to meet new inf luencers Georgia

All dancers are requested to arrive at least 30

and Nathan in person.

minutes before the event starts.

Launch of limited edition – streetwear, footwear and accessories – in collaboration of ASOS x

Things to bring with you:

Nathan x Georgia.

• ticket – confir mation email with code. E-mail

Videos promotion of dance workshops.

will be sent after completing reservation details

Limited number of people – book your place on

on the dedicated page and paying the £15 fee.

the dedicated page. You will be able to enter the

• water – More water will be provided during

event based on the confir mation email you receive

whole workshops.

after booking.

• Sportswear and shoes / streetwear style.

Suitable clothing for sports, especially dance.

MOMENT OF SURPRISE, SECRET TO THE

If you need more inspiration for your look,

PUBLIC – perfor mance of Diversity dance g roup.

visit this helpful website! (www.asos.com).

• Towel (optional) – Showers and wash facilities are available at the Event.

If you need more inspiration for your evening look, visit the helpful website! (www.asos.com).

TERMS. ASOS reserves the right to cancel the Event at any stage, if deemed necessary in their opinion, or if circumstances arise outside of their control.

ASOS reserve the right to refuse anyone entry to the venue at their discretion and any person who fails to comply with instructions from a steward or other person acting on behalf of ASOS may be ejected.

You accept and are aware that there are inherent risks associated with physical activity and participation in the Event. You commit to participate in the Event with full knowledge and understanding of the risks associated with participation in the Event. It is your sole responsibility to accept the risks involved and you are strongly advised to take every reasonable precaution to avoid such risks. If you are unsure of such risks, you must contact us prior to the Event to obtain advice.

ASOS hereby advise that individuals with chronic disabilities or conditions may be at risk in participating in the Event, and are advised against doing so.

If in the sole opinion of any instructor, ASOS rep or other official instructor, you would be at physical risk by attending and participating in the Events, you may be asked to not take part.

If you observe any hazard during participation, you must bring it to the attention of the nearest instructor, ASOS rep or other official immediately.

You are responsible for your own valuables at the Event.

ASOS will not be liable for any loss or damage to personal property brought to the Event.

All personal infor mation gather will be processed in accordance with ASOS’ Privacy Policy: https://www.asos.com/privacy-policy/ (ASOS, 2020)

ASOS

X

NATHAN

X

GEORGIA

Yes, of course it‘s about 96

Thanks to the company‘s marketing and communication strategies,

ASOS has become a successful brand in a ver y short time.

PROMOTION

Many ways to promote brand. As ASOS does not have a physical store, using outdoor media to promote the brand – such as billboards or bus advertising‌ However, the main part is online promotion. Social media is the key to customer service at most online fashion retailers. The most popular ASOS social media channels are Facebook, Twitter and Instag ram. They are used to promote new products, share infor mation and communicate with customers.

The event will be promoted especially on Instag ram. Here is some infor mation about why I decided for this social network: The numbers of users on Facebook are falling more and more.

This drop has been consistent across age g roups and genders.

Many people do not trust Facebook anymore. It is no longer fresh or fashionable with the younger generations. In many ways, this makes Facebook a victim of its own success. With higher numbers of older people signing up to Facebook, it became less youth-oriented. Next reason for Facebook’s declining popularity is more a fault of its users than of Facebook itself. People can be incredibly negative when posting and commenting on Facebook.

However, Instag ram still remains a core element of marketing success and its popularity is rising. It broke the 1 billion active users per month threshold in 2018. Instag ram is currently the social media site of choice for the younger generations.

Instag ram is very quickly adaptable. In recent years, it introduces Instag ram Live, Instag ram Stories, and IGTV. It incor porates many of the best features of another social media platfor m.

(Quiroz, 2019) The popularity of videos has been increasing since 2019.

Instag ram introduced IGTV as their version of YouTube, in mid-2018. Instag ram users now have the opportunity to create longer and more detailed videos for IGTV. (Quiroz, 2019)

screens over and over again. (see picture for inspiration).

more videos of different lengths and for mats – main video, Instag ram stories videos,

filmed, edited videos will be then

event. It would be projected on one or more

evening event itself. The idea is to shoot

cameraman. Especially dance workshops will be

Instag ram IGTV and video edited for evening

promoted on ASOS social media and at the

The whole event will be filmed by a professional

As part of the event, participants will be asked to add the #DANCEwithASOS hashtag to all their Instag ram posts from the event. Hashtag is very simple, easy to remember and recognizable.

Among other things, enabling customers to use this hashtag will also benefit the brand because the customers would feel more connected to the brand. If customers/participants share their photos from event with this hashtag, 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.

promotion bef ore event

and

launch of limited edition

Promotion of the event and limited edition before the actual launch will include outdoor media, such as billboards, and advertisements in magazines, bus or bus stations. Newsletter created specifically for the promotion of this event will be sent to ASOS customers with a confir med email subscription; and the individual posts on the Instag ram will also be adapted for this pur pose. This will slowly prepare customers for the launch of the event and the limited-edition sale.

ASOS also publishes its own monthly magazine. Content focuses for example on celebrity styles, styling ideas, tips and articles. Despite widespread use of the Inter net, print media is still popular with consumers. The brand magazine is a marketing strateg y that creates a link between brand and customers. Three months before the event, advertising for the event will be promoted in each magazine issue to raise awareness among potential participants.

The Event may be filmed for live and recorded transmission on any ASOS or media partner channels, including inter net streaming.

Confir mation email with code holders give their express consent to

MEDIA TERMS FOR THE EVENT

the use of their actual or simulated likeness in connection with the production, exhibition, advertising or exploitation of any film, video and/or audio recording of the Events and/or any element thereof in any/all media throughout the world.

They also ag ree to being filmed by the venue/security staff for the pur poses of helping ensure the security of everyone at the Event and preventing crime. (ASOS, 2020)

99

Technolog y and fashion continue to meet in different but strange ways. Luxury brands will offer digital clothes. Last year Gucci introduced the concept of clothing that exists only digitally. Customers could ‘try on’ ACE sneakers through augmented reality; Louis Vuitton designed ‘skins’ for League of Legends characters; Drest sold digitised versions of Farfetch inventory. (McDowell, 2020)

In a surreal twist, digital products are now on sale, however, they cannot exist in the physical world. This combination of physical and digital, real and fake is set to have even more mind-boggling impact in 2020. For the brand, this is a fascinating method of experimenting with technolog y, engaging with customers and satisfying Instag ram’s culture and sustainability. (Joyce, 2020)

consideration

of

technology

trends

of

2020

technology trends As digital realities get more sophisticated and narrowed down

This option will connect customers more with the brand,

to an exclusive reality of each moment, global technolog y

but also thanks to the offer and open options, customers

trends will adapt to more customer requirements. This

will be more inclined to respond, write comments and

gives the brand an overview of constantly changing but also

develop conversation between brand and customers, but

unsatisfied customers’ needs. (Singh, 2020)

also between customers themselves. The more people visit the brand’s Instag ram, respond to comments or like photos,

Some examples of brands that already use digital designs for mentioned pur poses:

the more brand’s posts show up first on the customer’s Instag ram ‘timeline’ or stories.

• digital showrooms of Tommy Hilfiger • San Francisco brand Taylor Stitch invites customer to pre-

The chosen favourite design will be then produced.

• *Limited Edition – pre-order. Giving customers the choice

order digital designs before they go into production.

• Scandinavian brand Carlings has created and sold a T-shirt

to design their own digital design of a particular product.

whose design can be changed digitally using Instag ram AR *The above two points are also relevant to the whole idea of

filters. (McDowell, 2020)

this project, particularly in the creation of a limited-edition Based on the above facts and examples, my ideas for using

collection in collaboration of ASOS x Nathan x Georgia.

these technologies within ASOS are as follows: • Capture digitally the ASOS showrooms or the entire production process, from designing - patter n cutting – to manufacturing. I think that the Instag ram profile of the brand would revive, it would add something new and attract the attention of customers. Among other things, customers would get deeper into the brand identity. The brand should highlight their g reatest strengths in the video, as well as how they are struggling with sustainability issues etc.

• Digitalization of fashion shows. To provide only digital shoots of

each outfit’s catwalk via social networks,

especially Instag ram. The show will be aimed at a larger potential circle of customers who will watch the show from

Another technological trend for 2020 is the advent of 5G wireless network.

As the fifth generation of wireless technolog y, it promises faster downloads, low latency, enabling new streaming media for mats with higher-definition g raphics, sound and interactive technologies. This network will also develop real-stream shopping, so we can expect platfor ms such as Facebook, Instag ram and YouTube to jump in with potential new features that facilitate in-app live shopping. (McDowell, 2020) Many industry experts have ter med 5G as the future of communication. (Singh, 2020)

the comfort of home. can

Companies will also focus on B2B to facilitate capabilities behind

be first digitalized and posted on social media as

scenes. Technologies called ‘agent whisperer’ are expected

a

to g row to help customer service agents more intuitively and

• *Before

for m

production

of

begins,

providing

designs

choice

and

proposals

customers

will

then choose the best one according to themselves.

accurately respond to customer inquiries. (McDowell, 2020)

101

M I S S I O N. To b e t h e f i r s t c h o i c e f o r p h a r m a c y, h e a l t h a n d b e a u t y c a r i n g f o r p e o p l e, c u s t o m e r s a n d c o m m u n i t i e s e v e r y w h e r e

P U R P O S E. Highlight e v e r yo n e ’s r i g h t t o f e e l g o o d .

DIM ENSI ONS BO OTS

BOOTS is f or everyone

Boots was established in 1849 and is a British retailer of health and beauty. Boots quickly became successful on the market thanks to high-quality at affordable prices. The company has been connecting health and beauty brands for more than 160 years and gives customers more choice with leading brands such as No7 and Botanics.

company description

106

The goal of Boots is to provide consistently high standards of customer service and help customers to look and feel better. It is very important that Boot’s customers all over the world can enjoy the same levels of personal customer service, a truly unique product range and a welcoming shopping environment.

(Boots, 2020)

BOOTS is everywhere

swot analysis

strengths.

Offer of innovative products in a wide range. A selection of

many brands that hold market leadership in the UK. Quality goods at affordable prices sold in more than 2.500 stores. Popular and very wellknown company. Loyal customers. Customer service. Customer cards.

Health and Beauty Boots Magazine.

WEAKNESESS. Very chaotic, disorganized website / e-shop; very difficult to use, does not attract the customer interest. Advertising photos or posts on social media do not include men – even though the brand is gender-neutral.

opportunities

Website improvements. Increase the number of promotional materials for the new phone app. Improve it – include e-shop – this would be a new opportunity to provide customers with a shopping experience. Thanks to the application, customers could shop anytime and from anywhere. Improve the social media presence. Gender Neutral – engage men in advertising.

The growth of social marketing.

threats.

Strong competition from local and global brands. The brand is

not present worldwide, dependence only on the British market.

107

BOOTS is f orever Based on the analysis, competitors of the brand are for example

C

H

E

M

I

S

T

D

I

R

E

C

T

Superdrug, ChemistDirect, The Organic Pharmacy, Douglas and

The UK’s #1 Online Pharmacy. The brand’s aim is to keep

Notino.

everyone in the best health and condition. Providing leisure, professional selection of all products. Products come from the

S

U

P

E

R

D

R

U

G

United Kingdom and their origin is always traceable.

The UK’s second-largest beauty and health retailer. With over

Shopping online for medical supplies may not always be an

830 stores – including 200 in-store pharmacies – they provide

advantage. For this reason, it is necessary to know as much

a huge range of beauty and health services and the very best

information about the brand as possible. The pharmacy is

in-patient care. The purpose is to be the best for everyday and

registered with the GPhC (9011308). It means, that all work

accessible beauty. They bring innovation and the latest styles and

processes and products meet the standards of the General

trends at affordable prices.

Pharmaceutical Council and are regularly monitored. The brand

The company has different stores for different customer needs –

is also included in the books of the Commission for Quality of

from Prestige Stores in city centres to on-the-go Travel Stores in

Care and an independent health care regulator. The advantage

airports and train stations.

of online is the offer of a larger product range. (ChemistDirect,

The product range includes the best beauty and healthcare brands

2020)

on the market. The company also offers exclusive products that customers can only buy here. The beauty range also offers its

T H E

O R G A N I C

P H A R M A C Y

own brand Leaping Bunny, which is approved by Cruelty Free

The Organic Pharmacy was born from the desire to create better

International. (Superdrug, 2020)

beauty. The first store opened in 2002 on London’s Kings Road.

Dedicated to all things organic, it was a one-stop destination for customer to cater for all their health and skincare needs: a fully stocked homeopathic and herbal dispensary, skin clinic and medic spa. Products are sold available in over 36 countries.

Products fuse herbal, homeopathic and cosmetic knowledge to create the new standard in clean, high-performance beauty. The brand uses the best organic ingredients and they put as much emphasis on topical care, internal health and balance. Research, formulation and manufacture of products is in London laboratory.

(The Organic Pharmacy, 2020)

108

BOOTS is everyone D

O

U

G

L

A

S

N

O

T

I

N

O

Douglas is one of the retailers in the European cosmetics industry;

‘We at Notino believe that beauty should be accessible to anyone

modern and premium brand. Douglas offers the most advanced

because it has the power to give confidence and transform people.

and premium-oriented range, including the DNC collection and

When people feel beautiful, they find it easier to achieve their

new own brands. Stores are transformed from a point of sale to

goals and make the world around them more beautiful.’

a place of experience with a focus on beauty services and advice.

Notino was founded in 2004 in the Czech Republic. Their

While originally founded as a soap manufactory in Hamburg in

commitment is to constantly improve, to choose the best products,

1821, today, Douglas’s international headquarters are located

deliver as fast as possible, always be there for customers and turn

in the German beauty and lifestyle hub Düsseldorf. Since its

shopping into a one of a kind experience. A commitment to carry

inception, the brand has been characterized by great progress

on together on our way to make beauty more accessible. On any

and growth, strengthening its position as one of Europe’s leading

occasion. Anywhere in the world.

retailers of beauty retailers. Throughout Europe, Douglas strives

In those 15 years, they have become the e-shop with the widest

to make their customers more beautiful and happier. (Douglas,

selection of perfumes and cosmetics in Europe. They are gradually

2020)

expending the chain of store, with consulting customer service.

(Notino, 2020)

110

BOOTS is experience

The digital shopping ecosystem has fundamentally altered how consumers discover, purchase and discuss their personal care products.

Long gone are the days when a beauty regimen was a woman’s secret.

We live in an era of information abundance, personalized shopping experiences, constant digital discourse and broadly inclusive product selections, all of which create aspirational demands on companies in the personal care industry. (Parthenon, 2020)

INITIAL IDEA

As mentioned in the previous g raph and table: ‘Shopping expectations and experiences are changing from traditional channels. The global cosmetics market is undergoing a transition from brick-and-mortar stores to online. Consumers research beauty products online and make purchasing decisions based on user-generated content that inf luences social media. Brands can directly reach consumers online without the advertising costs that traditional brands use to gain customers.’

112

All marketing products (from the website to social media) must convey the same message and be interconnected.

douglas

n ot i n o

Research and previous images show that the current Boots e-shop website does not correspond to other marketing elements and does not communicate the same message to customers. The colour palette is always differently oriented; two websites of one brand look completely different. Comparing the Boots Health and Beauty website and other competitors’ websites, the Boots e-shop looks outdated, chaotic and disorganized.

114

chemistdirect

s u p e r d ru g

t h e o rg a n i c p h a r m ac y

douglas

LIVE WEL L, W ITH LESS My goal is to use an existing point of sale and re-work and re-design it into s o m e t h i n g v i s u a l l y n e w. T h e B o o t s b r a n d f o c u s e s o n n e u t r a l g e n d e r, m u l t i p l e a g e, c o m f o r t , w e l l - b e i n g a n d c u s t o m e r s e r v i c e.

116

The most important elements for redesigning an existing e-shop includes – s i m p l e l a yo u t , e a s e t o u s e a n d s e a r c h through, connectivity with existing marketing elements such as the Health a n d B e a u t y w e b s i t e a n d t h e b r a n d ’s I n s t a g r a m p r o f i l e.

118

latest updates. put into

logo. bigger. in the middle

heading. show up only if needed.

exactly the same. does not need to be there twice

background. use simple colours. no symbols.

most recent advertisements. put on top of website

- right under menu. interesting designs to attract customers‘ attention. bigger title.

120

rearranged all interesting articles, products... everything together as it is on health and beauty boots website. much more. divide into groups for example health x beauty x selfcare x information...

-

it will all look more neat, well-arranged and

organized. customers will not be lost between other posts.

social media references??? it is not clearly put into heading

visible. make it bigger!!! social media are very important

keep only the most important information. it will not have to be so high.

not clearly visible. make it little bit bigger.

121

keep only the most important choices. the ones

which appear only a few products are not needed.

more interesting

- create and add the most recent perfumes advertisements

simple and organized layout.

122

bigger title and price. add

- add to favourites. delivery options!!!

rather then writting everything on the website, create a menu with an offer product description review

-

-

- about the brand -

customer will chose on her own what she needs to read.

it will save space, and will be more organized.

keep video!

- great idea, videos are more and more popular.

123

The most recent advertisements possible layout.

BIBLIOGRAPHIC NOTE

Posner, H. (2015) Marketing Fashion: strategy, branding and promotion. 2nd edition. London, Laurence King Publishing Ltd. Statista (2019) Women’s & Girls’ Apparel. https://www.statista.com/ outlook/90010000/100/womensgirls-apparel/worldwide [Accessed 15 November 2019] Cope, J. and Maloney, D. (2016) Fashion promotion in practice.

London, Bloomsbury Publishing Plc. Ruedlinger, B. (2012). ‘Does Length Matter?’Wisia, May 7. Available online: http://wistia.com/blog/ does-length-matter-it-does-forvideo-2k12-edition. Cited in: Bendoni K., W. (2017) Social Media For Fashion Marketing: storytelling in digital world. London, Bloomsbury Publishing Plc. Bickle C., M. (2011) Fashion Marketing: theory, principles, & practice. New York, Fairchild books.

Strugatz, R. (2014) ‘Fashion Brands Push Social Media Ads’.

Women’s Wear Daily, October 13. Available online: http://wwd. com/business-news/advertising/ fashion-brands-push-social-medaads-7977246/. Cited in: Bendoni K., W. (2017) Social Media For Fashion Marketing: storytelling in digital world. London, Bloomsbury Publishing Plc.

ASOS (2020) About us I ASOS. https://www.asos.com/about/ [Accessed 3 February 2020] ASOS (2020) Becca x ASOS Skin Love Wellness Event. https://www. asos.com/discover/marketingterms-and-conditions/03-05-2019becca/ [Accessed 11 February 2020] Quiroz, O. (2019). University of Derby – 6FH502 Entrepreneurship and Enterprise. Seminar 04: ‘Product Me’. [Monday 21.10.2019]

technology-trends [Accessed 27 February 2020] Sarsby, A. (2016) SWOT Analysis: A guide to SWOT for business studies students. England, Copyright, Design and Patents Act 1988.

Boots (2020) About us. https:// www.me.boots.com/about-us/ [Accessed 16 February 2020] Superdrug (2020) About-us. https://www.superdrug.jobs/aboutus/ [Accessed 16 February 2020]

Anon (2020). Diversity; About Diversity. https://www. diversitydance.net/about/ [Accessed 13 February 2020]

ChemistDirect (2020) Company. https://www.chemistdirect.co.uk/ company [Accessed 16 February 2020]

Joyce, G. (2020). Five Huge Fashion Industry Trends for 2020. Brandwatch, https://www. brandwatch.com/blog/fashionindustry-trends-2020/ [Accessed 27 February 2020]

The Organic Pharmacy (2020) About us. https://www. theorganicpharmacy.com/aboutus/ [Accessed 16 February 2020]

McDowell, M. (2020). Technology; The future of fashion tech in 2020. Voguebusiness, https:// www.voguebusiness.com/ technology/future-fashion-techpredictions-2020 [Accessed 27 February 2020] Singh, T. (2020). Technology; Latest technology trends that will impact businesses in 2020.

Mobile App Daily, https://www. mobileappdaily.com/future-

Douglas (2020) About Douglas. https://corporate.douglas.de/ about-douglas/?lang=en [Accessed 16 February 2020] Notino (2020) About-us. https:// www.notino.co.uk/about-us/ [Accessed 16 February 2020] Parthenon (2020) Consumer trends driving growth in personal care. https://www.parthenon.ey.com/ po/en/perspectives/consumertrends-driving-growth-in-personalcare [Accessed 25 February 2020]

PICTURE CREDIT

Photos. Moodboards. Illustrations.

All by Katerina Dvorackova. Pages: 5, 16-17, 20-21, 23-33, 47, 53, 5557, 62-63, 65-67, 69-71, 83, 124133.

Dvoracek, The Frankie Shop, Jacquemus, Bottega Veneta, COS, Ralph & Ruso, Linda Farrow, Amina Muaddi, Anderson’s, ARKET, Mango, JEENA, Ter et Bantine, The Row.

Customers. Pages: 34, 38, 42, 45.

O thers :

Customers. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/698339485953938191/ Customers. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/191262315411149262/ Coffee. In: Pinterest [online]. From: https:// www.pinterest.de/pin/423056958748650687/ Balmain Fashion show spring 2016. In: Fortras Fashion [online]. From: http://www. fortrasfashion.co.uk/ff-about-us/fashion-shows/ Background. In: Pinterest [online].

From: https://www.pinterest.co.uk/ pin/705517097854610548/ Paris. In: Pinterest [online]. From: https://www. pinterest.co.uk/pin/545920786079142542/ Customers. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/529806343666495178/ Customers. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/269230883960422374/ Sport. In: Pinterest [online]. From: https://www. pinterest.dk/pin/411727590938246789/ Joga. In: Pinterest [online]. From: https://www. pinterest.co.uk/pin/779333910508586637/ Coffee. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/239464905175537050/ Coffee to go. In: Pinterest [online].

From: https://www.pinterest.co.uk/ pin/298293175323069224/ Quote. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/157344580716877241/ Customers. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/370280400613958606/ House. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/95420085842311981/ Cooking. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/472596554648524360/ Family. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/790029959620690358/ Book. In: Pinterest [online]. From: https://www. pinterest.co.uk/pin/344806915223318112/ Customer. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/479844535289133964/ Customer. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/525654587760878704/ Customer. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/424675439906715798/ Customer. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/333547916133260645/ Presents. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/443323157073032423/

Customers styling moodboards created by Katerina Dvorackova.

Pages: 35-37, 39-41, 43-44.

Including brands: fashion Katerina

Chanel, RMS, NARS. furniture Leibal, Note Design Studio & Norm, Detjer

beauty

Hair-style. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/695454367446140337/ Bra. In: Telegraph [online]. From: https://www. telegraph.co.uk/fashion/style/best-straplessbras-every-outfit-occassion/ The Gentlewoman. In: The Gentlewoman [online]. From: https://thegentlewoman.co.uk/ magazine Background. In: Pinterest [online].

From: https://www.pinterest.co.uk/ pin/150026231325830538/ Blue shirt styling. In: Pinterest [online].

From: https://www.pinterest.co.uk/ pin/83105555612288547/ Hair-style. In: Pinterest [online]. From: https:// www.pinterest.ca/pin/389139224052879018/ Sunglasses. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/584764332849819315/ Hair-style. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/54746951707289613/ Vest styling. In: Pinterest [online].

From: https://www.pinterest.co.uk/ pin/450782243956470110/ Oversized sweater styling. In: Pinterest [online]. From: https://www.pinterest.co.uk/ pin/518265869623028246/ Background. In: Raw Design Block [online].

From: http://rawdesignblog.blogspot. com/2018/11/101-cph.html Leather Chelsea Boots. In: Pinterest [online]. From: https://www.pinterest.co.uk/ pin/464715255301285303/ Coat. In: Pinterest [online]. From: https://www. pinterest.co.uk/pin/394839092322092753/ Coffee. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/491244271856362276/ Styling. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/436638126373982181/ Woman. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/199988039692634373/

Statistics and graphs. Page: 46.

Graph – revenue in million. In: Statista [online]. From: https://www.statista.com/ outlook/90010000/100/womens-girls-apparel/ worldwide Graph – revenue growth in percent. In: Statista [online]. From: https://www.statista.com/ outlook/90010000/100/womens-girls-apparel/ worldwide

Competitors. Pages: 50-51. All pictures found by google-ing each brand name ‚cos‘, ‚arket‘...

Models. Pages: 55-56.

Deimante. In: Milk Management [online]. From: http://www.milkmanagement.co.uk/women/ main/1055-deimante-misiunaite/ Elisa. In: Models1 [online]. From: https:// www.models1.co.uk/women/image/3810-elisamitrofan/ MUAH. In: Pinterest [online]. From: https:// www.pinterest.co.uk/pin/133911788897342107/

Products. In: trends_who what wear [online].

From: https://www.whowhatwear.co.uk/tags/ trends/page/25 All pictures found online at: https://www. asos.com/ Phoebe Tonkin. In: Pinterest [online].

From: https://www.pinterest.co.uk/ pin/535576580667640894/ Group Photo. In: Elle [online]. From: https:// www.elle.com/uk/fashion/news/a39226/ asos-same-day-delivery-service-london-uk/

Photography. Brutalism. Model. by Katerina Vahalova. Pages: 57-59

Influencers. Pages: 92-93.

Studio Photoshoot. Pages: 57, 6061 Poses. In: Pinterest [online]. From: https://www. pinterest.co.uk/pin/454933999836224123/ Poses. In: Pinterest [online]. From: https://www. pinterest.co.uk/pin/551620654357457996/ Poses. In: Pinterest [online]. From: https://www. pinterest.co.uk/pin/618330223826583316/ Poses. In: Pinterest [online]. From: https://www. pinterest.co.uk/pin/618330223826303159/ Poses. In: Pinterest [online]. From: https://www. pinterest.co.uk/pin/618330223826303147/ Poses. In: Pinterest [online]. From: https://www. pinterest.co.uk/pin/454933999836224123/

ASOS model. Pages: 74-75, 77 Jorja Smith. In: Pinterest [online].

From: https://www.pinterest.co.uk/ pin/441704675945971002/ Jorja Smith. In: Pinterest [online].

From: https://www.pinterest.co.uk/ pin/306174474669002701/ Jorja Smith. In: Pinterest [online].

From: https://www.pinterest.co.uk/ pin/458030224599204295/

Shoes. Pages: 78-79 Mule. In: Asos [online]. From: https://www. asos.com/au/women/ctas/fashion-online-3/ cat/?cid=13491 Sandals. In: Asos [online]. From: https:// www.asos.com/us/men/shoes-boots-sneakers/ sandals/cat/?cid=6593

Asos customers and products.

Pages: 80-81, 88-87.

Nathan Ramsay. In: Instagram [online].

From: https://www.instagram.com/ nathanramsayy/ Georgia Lewis. In: Instagram [online]. From: https://www.instagram.com/georgiaalewiss/

Beauty products. Pages: 104-105, 107, 109.

Beauty products. In: The Guardian [online].

From: https://www.theguardian.com/ fashion/2017/dec/25/why-2017-was-theyear-of-the-beauty-mogul Beauty products. In: Fashionista [online].

From: https://fashionista.com/2018/01/ beauty-game-changers-2018

Table and graph. Pages: 110-111.

Table and graph. In: The Parthenon [online].

From: https://www.parthenon.ey.com/po/ en/perspectives/consumer-trends-drivinggrowth-in-personal-care

Screenshots. Pages: 113-115, 118, 120-123. From: https://www.notino.co.uk https://www.douglas.eu https://www.theorganicpharmacy.com https://www.superdrug.com https://www.chemistdirect.co.uk https://www.boots.com https://bootshealthandbeauty.com https://www.instagram.com/bootsuk/

Hands. Page: 117.

Hands. In: Pinterest [online].

From: https://www.pinterest.co.uk/ pin/807059195713352874/