An Exploration into a Self Obsessed Generation

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Kiera Lambert

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N0617903 Negotiated Project BA Fashion Communication and Promotion FASH30108

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“Narcissism predicts the use of social and cultural environment to enhance and reinforce self-esteem and social status�

(Wiley, 2015, p 366)

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An exploration into a self obsessed generation.

What led us to this era of narcissism and where will it take us?

Could a brand address this issue as a fresh way of talking to their consumer?

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This report will focus predominantly on the sociological influences behind a generation who is completely blinded by the notion of 'me'. It will explore what it is that encourages the vanity amongst the young women of today's society and why self absorption has become such a natural trait. We are living in an era where brands are taking on a mothering role in society with 2017 being the year that followed the route of diversity within models. Now there is a window for a brand to open up a new topic of conversation as a way of becoming innovators and creating a fresh brand narrative. This is an under-observed social phenomenon; “It is time for brands to have a real purpose and create real social action�

(Buchanana, 2017).

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CONTENTS

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Sharing Perception

Status

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Vanity

Self absorption

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Vanity then and now

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WHERE HAVE WE SEEN THIS BEFORE? 'I must be youthful' 'I must be ALL'

'I must have status' 'I must be celebrity' 'I must be thin'

The Roaring Twenties

The The Hollywood Life Slimming Sixties

1920’s

1940’s

1960’s

The Rise of Rebels

1980’s

The 'Me Generation'

NOW

“We can take feminine vanity to refer 'to a woman's excessive pride in her appearance, her pride in looking a certain way'” (Nuyen, 1999)

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1930’s

1950’s

1970’s

1990’s

The Great Depression The Sex Obsession The Model Era The Naughty Nineties 'I must appear happy' 'I must be inviting' 'I must be beautiful' 'I must look fit'

As shown above, previous generations seem to be adding layer upon layer of the pressure of appearance. Now, we are at a generation who feel the need to tick all of these boxes.

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Although a major topic of discussion today, our obsession with vanity and its power to make us completely selfabsorbed has always been a part of us (see fig 3). In a discussion with a college student in her book 'The Happiness Effect', Donna Freitas states: “Michael doesn't think that his generation is more selfcentred or self-obsessed than any other, it's just that this generation have the tools to show everyone how self-centred and self-obsessed they are” (Freitas, 2017, page 22). Ego, and our obsession with notions such as status and wealth, is something that is just a part of our DNA, “it was even identified as one of the basic human characteristics” (Wang, Lui, Jiang and Song, 2016). What makes the topic so different today is the constant need to share everything with others, especially online. It is a way for people to create an

idealised version of themselves in order to get across whatever image they wish. In a focus group I conducted with consumers (see appendix 2.4), Nia aged 20, spoke about the reasons behind her online postings. “I want people to know I'm cool… you post things because you want people to like them”. As long as we appear to look happy, wealthy or successful to others then that's all that really matters. Oddly enough, however, while appearing to seem so self-obsessed, our real intention is to have an impact on other people. Carl Jung's theory of archetypes discusses the idea of a persona - an image of our self that we present to the world which is not a true reflection of our consciousness (Jung, 1969). The need to appear a certain way for the sake of others has been going on for decades. So why are we more aware of it today?

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From then

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To now

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“Fundamentally the persona is nothing real: it is a compromise between the individual and society as to what a man should appear to be. He takes a name, earns a title, represents an office, he is this or that.

In a certain sense all this is real, yet in relation to the essential individuality of the person concerned it is only a secondary reality, a product of compromise, in making which others often have a greater share than he. The persona is a semblance, a two-dimensional reality.� (Carl Jung)

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Do I look good here?

If this topic of discussion could be summed up in one word, that word would be 'Selfie'. Officially a part of the English Oxford Dictionary since 2013 (Hart, 2017), the selfie has evolved into a worldwide modern phenomenon. Going all the way back to the introduction of self-portraits, the evolving 'selfie' is a way for us to create an image of ourselves using our smartphones - the modern version of a persona.

'Selfie to self-expression' at the Saatchi Gallery in London explored this topic of discussion very well (see appendix 2.7).

Do I look popular here?

Do I look exciting here?

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THE EVOLUTION OF PHOTOGRAPHY FIG 11

1 BILLION

1970s

10 BILLION

1980s-90s

25 BILLION

2000s

86 BILLION

2018

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NUMBER OF PHOTOS TAKEN

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1950s-60s

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The made me...

CO OL

STYLISH

S LE AW FL

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PR

SLIM

“We are what we think other people think we are” (Storr, 2017)

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There are evidently many ways in which we can interpret this seemingly narcissistic way of behaving. “When I see a selfie, I see people trying to make connections in an increasingly impersonal world…

They are trying to identify themselves, to reinvent themselves, as self-portraitists throughout history have sought to do.”

(Hall, 2017). Posting a photo on Instagram and receiving endless amounts of likes gives us a sense of dopamine. It's as if we're shouting “look at me”, “I exist”.

The selfie revolves around other people's opinions of us rather than our own. In his book 'Selfie: How we became so self-obsessed and what it's doing to us', Will Storr expands on this thought: “The famous quote from psychological literature is: 'We are what we think other people think we are.' If we think other people think we're beautiful and liked then we're likely to think that too. So you can see why this FIG 12

can cause an almost addictive behaviour and why the comments underneath the selfies we post can create a powerful effect on our sense of self. “I feel great when I post a selfie. I love waiting for the likes to roll in, it reassures me that people think I'm pretty”, said consumer Millie (aged 21). She went on to say, “but then if I don't get many, it makes me feel rubbish.

Especially when I see others get loads.”

(Lloyd, 2018). It is ironic that this obsession with other people and being so concerned about what they think is only leading us to a sense of disconnection. We are so focused on impressing others that it is just isolating us and pushing us away from real relationships with friends and family.

Young people are finding it more and more difficult to make friends (Doughty, 2017) because they are putting their main efforts into perfecting their look for the sake of others.

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NOT HANGING OUT WITH FRIENDS

“Our friendships are built largely on shared experiences and it is important that at least some of these are taking place away from the screen” (Bloomfield 2017)

The measurement of time per week (collected every 5 years) of time teens spend with family

2.9 2007- iPhone released

2.7 2.5 2.3 2.1 1.9 1975

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SO WHAT?

FIG 14 Although the word 'selfie' holds quite a stigma, it could be argued that being slightly selfie-obsessed is just part of our human nature. “Being overly concerned about pictures of yourself doesn't make you a narcissist,” (McGonigal, 2017) “It's entirely normal… status anxiety is a part and parcel of being in a society”. This can be supported by a Ted Talk by Liz Carlson in 2014, which addressed the topic of disconnecting. “Selfies expose some very basic human desires. A need to be both noticed, recognised and appreciated” (Carlson, 2014). Why should this generation be ridiculed just because of a basic human need? Taking a picture of yourself and posting it online can signify confidence, self-worth and lots more assets that we should be encouraging the 'Me Generation' to feel. “The more we recognise selfies as visual journals, the sooner people will realise that they do not 32

represent the decline of civilisation or a narcissistic generation,” (Hibberd, 2017).

The fact that we can now control the way we present ourselves to the world could be seen as a positive, as though we are creating our own personal brand and image of how we want to be represented.

We are living in a society yearning for validation (Eror, 2017) and that in itself is disconnecting us from who we are and who we're surrounded by. Although we think that posting a flood of never ending photos of ourselves is connecting with others through comments and likes, “that connectivity is actually disconnecting people from real friendships and the opportunity to enjoy the world together. It's creating absolutely unrealistic ideals that young people can't get to.” (Cherry, 2016). We are losing our values as well as who it is that we truly care about. Although we now know that narcissism makes up some part of our human DNA, and therefore cannot be completely removed, there is definitely potential for a shift in the way this generation are behaving. To work that out, we need to investigate what it is that the young girls in this group really care about.

Although there are good and bad aspects to selfie absorption, for the current 'Me Generation' there is quite clearly an imbalance. “Much of our distress comes from a sense of disconnection. We have a narcissistic society where self-promotion and individuality seems essential.”

(MacDonald, 2016). Having self-confidence is very important but when the world is taking over 90 million selfies a day, (Cohen, 2016) only for the sake of others opinions, that's when you realise there is a problem.

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Who are the 'Me Generation'?

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WHO ARE THEY? The 'Me Generation' is predominantly made up of 16-21 year-olds, who can also be classed as Gen Z. As the first true digital generation, they have grown up in the world full of social media and ongoing technological advances. And while this has encouraged them to value things such as status, wealth, appearance and more (fig 6), it has also exposed them to stories of people fighting for what they believe is right in the world, making them politically and socially aware (Gil, 2018). These two distinct and contrasting characteristics of the same grouping make them a fascinating subject for exploration.

WHAT ARE THEIR VALUES? My followers show my success My likes show my popularity

ACHIEVEMENT

My DMs show my appeal

SEX

STATUS

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BEAUTY 36

My filter shows my appearance

CELEBRITY My Instagram shows my fame

YOUTH My Snapchat shows life

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THE GOOD

VS THE BAD ARROGANCE

EGO

VANITY

POSITIVE

BOASTFULNESS

VAINGLORY

SELF LOVE CONFIDENCE

PR ID E

ASSURED

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SE I PO FIG 18

SUPERBITY 38

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MY INSTA GOTTA LOOK LIKE...

I’M YOUTHFUL

I’M SEXY

I’M BEAUTIFUL

I’M FIT

I’M RICH

I’M SUCCESSFUL 40

When trying to fully understand my consumer, it is important to really know what matters to them - beauty, physique, sex, status, celebrity culture and more. Success is another important ingredient. In his book 'Selfie', Will Storr stated that people think that “success means that I must work harder to please others… it's what you think other people expect” (O'Connor, 2017, page 9). We are living in a world where other people's success is constantly being thrown in our faces. Through images on Instagram and status' on Facebook, you'll always be aware if someone has been given a promotion or has bought a new car.

Likewise, if someone has a good body and is confident showing it off then you'll definitely know about it. Why else would anyone post these things unless they wanted others to see and be interested in them?

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SO WHAT? Like any generation, there are both positives and negatives to be found in Gen Z. They have many skills that no other generation before them have ever had. It has to be said that growing up in the digital age has had its good moments and many advantages. However, sadly it is being outweighed by our focus on the trivial and ourselves. There is a fine line between confidence and ego and it looks like we're just crossing it.

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Although today's 'Me Generation' is predominantly made up of 16-21 year olds, it is important to look at the effects their attitudes are having on the generation below, as the way they act could potentially create a knock-on effect.

In a recent survey, “nearly a quarter of seven-ten-year-olds felt they 'needed to be perfect'” (Storr, 2017, page 12). This is an astonishingly worrying percentage for such a young age group; it makes me wonder how much this will increase in years to come and raises concerns that the focus on ourselves and our obsession with appearance will only get worse.

There is a huge amount of stigma surrounding this self-absorbed generation but there are definitely positives that need to be acknowledged and focused on. Growing up within a digital boom has 42

made us extremely tech savvy. Give us a phone, iPad or laptop and we can work our way around it. We are our own little stylists. The influencers we follow on social media can, as we know, bring pressure on how we think we should be. However, they can definitely bring inspiration too. “If I'm following that person then I'm following them because I like their style so I get inspiration from their style.” (Stiley, 2017).

We are also visually creative. Instagram isn't just a photo gallery, it also has an aesthetic aspect to it. Gen Z really use it to show their personality, a side of themselves that they want the world to see. These photo apps may have made us a bit too self-obsessed, but they definitely have their plus points; photo taking and editing seems like a breeze and just comes naturally.

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What influences the self obsession?

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I DON’T NEED THE INTERNET I DON’T NEED THE INTERNET I DON’T NEED THE INTERNET I DON’T NEED THE INTERNET 46

THE INTERNET NEEDS ME THE INTERNET NEEDS ME THE INTERNET NEEDS ME THE INTERNET NEEDS ME 47

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We are currently living in the middle of a digital boom. Everything is instant and everything is online. “Google executive Eric Schmidt has proclaimed that the entire Earth will be online by 2020” (Gonzales, 2013; Schmidt, 2013) which can only be through the help of smart phones. “I asked people to guess what their daily usage was and they were almost 50% low” (Holesh, 2017, page 14).

When I asked consumers how much time they thought they spent on their phones was, many of their responses read along the lines of “too much” or “I don't even want to know” (see appendix 3.1). We are quite obviously glued to our screens with the number of mobile phone users in the world expected to pass the five billion mark by 2019 (Statista, 2017). The increased addiction to smartphones and tablets is the result of one specific thing - social media. It is understandable that young people have high expectations of themselves when all they do all day long

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is stare at their phones and constantly compare themselves to others. Every second of the day we are being shown what we could look like and what we could have. We must appear happy and appear to be living the perfect life in order to be accepted by our fellow peers. I talked to a consumer around the topic of social media and she explained how it made her feel: “I just feel the pressure. If I don't look happy I wonder that people are going to ask me why and I don't want to explain” (Hogg, 2017). In her book “The Happiness Effect”, Donna Freitas addresses the fact that “social media is all about performance”, the idea of portraying a certain image of yourself through a screen so that others can perceive you in a certain way (Freitas, 2017, page 21). People are becoming so obsessed with wanting to appear a certain way to others online that they cannot see anything outside of themselves. So there is no surprise that social media has a big stigma surrounding it.

“The internet is based on a fundamental lie. We all are told that it’s social, we’re all told that it allows creativity, it allows us to create community.

But the reverse is actually true it’s atomising us.”(Keen, 2016)

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For the Career For the Looks

For the Lifestyle

For the Talent

The Actor The Youtuber

The Model The Singer

“The pressure on young people these days is absolutely extraordinary – it has never been the same before” (De Thierry, 2016)

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Celebrity culture is a big added pressure in all of this. With the rise of youtubers, bloggers and instagrammers, who show off their perfect lives through every form of social media, it's no wonder young girls feel the need to look like that too.

The life of an influencer is very appealing.

According to Tribe, a UK online market place allowing brands to match their briefs to influencers, if you have over 100K followers you can expect to charge over £350 for one single post. (Fitzmaurice, 2017). Posting just one photo of yourself could make you an awful lot of money, if seen by the right people; you'd be mad not to want that lifestyle surely?

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'Am I Britney yet?'

'Am I Michelle Pfeiffer yet?'

'Am I Twiggy yet?'

The Singer The Model

The Actor

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Although apparent now, this obsession with the lives of influencers and celebrities is not a new thing. I spoke to Louise (aged 63) who was a teenager during the late 60s and early 70s. “In those days we obviously didn't have instant access to images of the celebrities going about their daily lives. We just saw them on television (and sometimes at concerts) and read about them in the teen magazines, but we still had our idols and dreamed about actually meeting them. And a lot of girls wanted to look and dress like the models that were around then – Twiggy for example.� (Lambert, 2017). Seeing a 54

celebrity as a role model can be healthy to a certain extent. But when it gets to the point of constantly comparing your life to the life that they want you to see, that's where the problem starts. Snapchat, Instagram and Twitter allow us to be up close and personal with celebrities' lives and think that we should be living that life too. Being too busy obsessing and dreaming about the life we can't have is what is stopping us from living our actual lives.

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MARKET SHARE HELD BY LEADING SOCIAL NETWORK IN THE UK. 2018

“But even more troubling, these social networks aren’t really social.

They’re platforms for the self.”

(Keen, 2016)

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FIG 29

Regarding the statistics of social media usage, Fig 11 shows that Facebook takes up an astonishing 70.88%, followed by Twitter at 10.79, Pinterest at 8.3 % and Instagram at 3.64% (Statista, 2018). I was confused by the large scale of users on Facebook in comparison to Instagram (due to the recent Facebook scandal regarding data), so I wanted to question this theory.

Although Facebook seems to be a leading social media channel in the UK, “it will be slightly concerned that younger people in the UK are having their heads turned

by Snapchat. Of course, its ownership of Instagram is softening the blow, and it will be further enthused to see Instagram's longer-term prospects looking even better than Snapchat's.” (Fisher, 2017).

Facebook Twitter Pinterest Instagram Others

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#METOO

= FIG 30

In September 2017, the popular social media networking app Instagram reported more than 800 million monthly active users worldwide (Statista, 2017) - almost three times the population of America.

Although quite controversial in the way people use it, it can also be seen as a perfect promotion tool for brands, people and even ethics. So, despite the stigma surrounding social media there has been evidence of positive impacts whereby this seemingly 'Me' generation has focused on the concept of 'We'. Take the ALS #icebucketchallenge back in the summer of 2014 for example. The simple idea of dunking a cold bucket of water over your head raised over $115 million for ALS Association (Bonifield, 2015). A fun game that raised a huge awareness for others.

The #womensmarch at the beginning of 2017 had a similar impact. This was a worldwide march for human rights as well as a protest against newly elected Donald Trump because of his anti-women remarks. Most of the rallying for the march was predominantly on Facebook and other social media platforms (Tiffany, 2017).

“Social media allowed us to create entry points for people who don't necessarily receive mail or watch the news” said Carmen Perez in an interview discussing 58

the help of Facebook and Twitter in relation to the march. The idea went from 0-100 when a small idea turned into a global campaign for everyone to join.

With just 160,000 people marching in Washington alone (Waddle, 2017), people all over the world were brought together all because of the help of social media.

Another great example of using the positives of social media to turn 'me' to 'we'. I thought it would be most valuable to ask my consumers what they thought of the power of social media at the moment and whether it was being used in the right way. In a questionnaire I conducted, around 60% of participants agreed that not all of our obsession with social media is bad. “It has and can be used in amazing ways; creating awareness of important issues, teaching people about things and connecting people across the world”.

I also spoke to Celeste (aged 21), a member of my focus group, about her thoughts on social media and she mentioned the #metoo campaign (see case study) as something that really stood out to her. The empowering hashtag brought people together and made a generation think outside of themselves, which shows an indication that we have the potential to move in the right direction.

About- Starting off as an expose against Hollywood producer Harvey Weinstein with countless allegations of sexual assault, the hashtag 'Me too' was introduced to bring women together who had been in a similar situation. The movement began on social media and soon enough millions of women (as well as some men) started to share their upsetting experiences of dealing with sexual assault in their lives.

Strengths- An extremely empowering and successful campaign which brought people together as well as encouraging them to listen to others. It made people realise that they are not alone in what they had to go through.

Weaknesses- People may not want to talk about a personal attack they have encountered over social media as it's not very private and everyone can see it.

Opportunities- A way of encouraging more people to talk about the struggles that they are going through with the use of a hashtag and bringing people together in a community.

Threats- Like any social media campaign there will always be a backlash and there will always be haters. It is a very serious thing to be posting about online, so some people may not agree with it.

What to take away- This campaign all started through the simple use of a hashtag, which wouldn't have been possible without social media. Facebook said that within 24 hours, 4.7 million people around the world engaged with #metoo. Social media is the perfect tool for sending out the right message, which is exactly what I want to do when targeting the 'Me' Generation.

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OVER THIS New Tweet

New Tweet So much love, pride and respect for those who marched today. I’m proud to be a woman today, and everyday. #WomensMarch

If it happened to you, they tell you that you asked for it. If you speak about it, they tell you that you’re asking for attention. #MeToo

Update: in just 6 days, #nomakeupselfie campaign has raised £8m (!!!) to beat cancer

Our hero has arrived. The streets of San Francisco are safe today thanks to #SFBatKid

New Tweet

New Tweet I accepted the #ALSIceBucketChallenge today

Tweet

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Did you really go on a night out if you didn’t take a photo though… like what’s the point? #selfielife x

Tweet

Tweet

New Tweet

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#LikeAGirl is the best thing to happen. Ever.

Tweet

New Tweet

Mum and Dad have surprised me with a car!!

WOW! #luckyme #beepbeep

Tweet

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So excited for summer- already got so much booked and it’s only January! Ibiza, Zante, Croatia, Amsterdam, V Fest, Parklike… and lots more to come! #buzzing #lovelife

Tweet

New Tweet

New Tweet

New Tweet

OMG SO I FINALLY GOT THE GUCCI BELT!! #guccigang

Tweet

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New Tweet

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Just imagine living the life of a Kardashian though… like that is actual #goals

Tweet

Why can’t I just have perfect skin, perfect teeth, a nice tan, a flat tummy and a massive bum? That’s ALL I want in life FFS!! #hardlife

Tweet

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SO WHAT?

Social media helping...

The Children

The Animals

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The Homeless

I wanted to speak to someone who was really involved within an industry that focused on others outside of themselves and what their views were on the evergrowing phenomenon of social media.

Sarah works as a Corporate Manager at Unicef, one of the world's leading nonprofit organisations. In an interview I asked her how she thought non-profits had evolved over the past 10 years. “I think non-profit organisations have harnessed 62

The Unwell

the power of digital and social media as a way of communicating with audiences over the last decade, and are using it find innovative ways to advocate for their cause.” (Bolton, 2017) This reinforces the notion that social media is the perfect way to send out the right message to as many people as possible and to connect to a much wider audience. If non-profit industries are seeing the benefits in it, then it can't all be bad.

Social media is a powerful tool, probably the most influential marketing tool of 2018. Although it seems to be one of the main factors in causing Gen Z to become so narcissistic, through the constant lens into other people's lives, it is quite clearly the strongest method of being able to communicate with them. If used correctly, which in many occasions it has been, then it has the potential to be used for the good and to enforce change.

“If you're not on it then that's a statement in itself… like what weirdo doesn't have social media?” (Camilleri, 2017). The internet, along with social media is not going anywhere anytime soon, nor should we expect it to. This is about using the benefits of a powerful tool rather than wasting it through narcissistic behaviour. There is definitely room for potential. .

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Is there hope for change?

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Sharing is caring...

TRADING

HOUSE SHARING

CAR SHARING

CROWDFUNDING FIG 37

FIG 36

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It is safe to say that narcissism has always been apart of the human DNA and isn't planning on disappearing any time soon.

The big question is: can we lead the next generation in the right direction? Is there opportunity for change?

In a conversation with a focus group of my consumers (see appendix 2.4) I asked them if they were aware of any apps that benefitted anyone other than themselves. Nia, aged 20, answered “Depop… it benefits me and it benefits someone else” (Stiley, 2017). Depop is a popular mobile app that enables consumers to sell their old clothing garments and in return can also buy other people's old things. It is all part of 'The Sharing Economy'- a socioeconomic ecosystem built around the sharing of

human physical and intellectual resources.

Like Depop, eBay and Uber are all part of the sharing economy, a way of benefitting yourself as well as others. In a talk I attended by Victoria Buchanan from the LSN Global, she explained that nearly one-third of 16-34-year-olds have used the sharing economy to help a good cause” (Nesta, 2017). This idea of doing something for yourself that also benefits others is quite obviously very effective for Gen Z and should therefore be taken on board.

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ME & THE COUNTRY

FIG 38

ME & THE WORKER

FIG 39 FIG 41

u o y r o One f

ME & THE COMMUNITY FIG 40 Brands that are following this 'for me for you' policy involve those such as Toms, H&M and the Co-op. The Toms 'One for One' campaign has a scheme whereby for every pair of shoes you purchase another pair is donated to a child in a third world country. Already Toms have given 75 million shoes to children in need and have expanded their company further by improving access to water, sight and safe child birth. 'One for One' has inspired 68

many other companies to consider their social footprint (Anderson, 2015). Although the scheme did initially gain some criticism as they were apparently treating symptoms of poverty rather than looking at the deeper fundamental issues, they were soon able to rectify this by “shifting some of its manufacturing from China and into developing countries to provide job creation� (Anderson, 2015). Both sides benefit, rather than just one.

One for

FIG 42

me

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#SHAREACOKE SHARE THE POINTS

SHARE THE RIDE

SHARE THE VOUCHER

About- During the summers of 2013 and 2014 Coca Cola released the campaign #ShareACoke whereby they replaced their iconic logo on their bottles with the UK's most popular names. It gave people a chance to share their experiences with their personalised drinks online as well as encouraging customers to share the drink with who mattered to them most.

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Strengths- The campaign had over 988 million impressions on Twitter with people using the hashtag #ShareACoke and they sold over 150 million personalised bottles (Hepburn, 2018). It encouraged consumers to connect with each other and get involved in an experience together.

It used many multi channels to address as many consumers as possible including; social media, newspaper and TV commercials. Overall, it was one of the most successful campaigns run by Coca Cola.

Weaknesses- It is hard to find any weaknesses with this campaign as it was so successful. Its only possible drawback is it could make people feel lonely if they don't have anyone to share their drink with. But there was even on online platform to solve that problem where people could share their drink.

Opportunities- encouraged people to get together and share an experience on social media rather than just showing off themselves through these platforms.

Although the concept behind the 'One for One' campaign is strong, there's no guarantee that the 'Me Generation' would care about a child in a third world country if they are so wrapped up in themselves.

In a questionnaire (see appendix), I asked consumers what they thought of Toms as a brand after they saw this scheme.

The majority of consumers gave positive feedback about the brand and said they really liked it. One consumer in particular said “I think it's good that they have the scheme and I respect them but it wouldn't make me buy the shoes”. In order to really connect with a generation so selfobsessed they need to be able to connect with something or someone close to them or who has meaning in their life. When interviewing a consumer, Millie (aged 21) I asked her what is was that she cared 70

most about in the world. Her response was, “my family and friends” (Lloyd, 2018).

This prompted me to think that maybe the generation would care about a 'for me for you' concept if the 'you' part was a friend or family member - at least someone close to them. Brands do sometimes follow schemes like this already. Fashion brand Missguided for example have the option for you and your best friend to get £5 off if you send your email to be on their mailing list so they can keep pestering you to buy more. This benefits someone else as well as yourself. Although in comparison to the Toms scheme the 'for you' part doesn't seem quite as dramatic, I think it is a much better way of trying to talk to this generation. Every change in society has to begin somewhere.

Threats- many brands are adopting the concept of personalisation within marketing, so they may have faced some competition in that regard.

What to take away- This campaign was all about sharing your experiences with others and strengthening relationships with loved ones. “We also used the campaign to make our fans famous and asked them who they'd most like to share a Coke with, before revealing their messages up in lights on our famed sign in Piccadilly Circus.” (Hepburn, 2018). This kind of concept would be a perfect way to target my consumer. It makes them think about someone other than themselves but at the same time they get something in return- in this case a small glimpse of fame (something perfect for the 'Me Generation').

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Reflection on media consumption per person worldwide The difference between 2009-2018

When initiating changes, it is important to see whether similar reactions to them have happened in the past. The current technological boom has sent some people into panic mode: “Can you imagine what our world will be like in five years? In ten years? When we come to live in a place where people don't even talk face to face and our lives will be conducted in this virtual world. How did this happen?”

(Carlson, 2014). Looking back over history, this is not the first time people have not handled an introduction to a new form of technology well. When televisions started appearing in more and more homes from the mid-20th century, there were people who thought it was the end of society as we knew it. I asked Louise (aged 63) for her take on it. “People said

that the television would stop families making their own entertainment, talking to each other, reading etc. The older generation in particular didn't want one – my grandparents didn't have one in their homes.” (Lambert, 2017). Society was being faced with something completely unfamiliar and there were many who were alarmed by it and thought it would destroy our way of life. But that was an overly dramatic view and the television became part of our lives without becoming the threat predicted by some. In fact, statistics now show that its usage has declined (see fig 47) whereas use of the internet continues to grow. New technology is always just around the corner.

48-157 minutes

188-164 minutes

FIG 47

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An example of Gen Z proposing a change

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FIG 48

FIG 16

“Our [generation’s role] is to fix the mistakes of the past generations,” (McConnel, 2018)

The key element in trying to bring a change in the attitudes of my consumer is to look at how they view society, and I have every confidence that they would want to initiate change if a situation was offered to them. 2018 will be recognised as the year teenagers began to make their voices heard. “March for our lives” was a youth organised rally against gun control in America. It was predominately set up by a group of teens who were involved in the Majory Stoneman Douglas shooting in Parkland, USA, where they lost 17 of their class mates. 800,000 people flocked the streets of Washington to join the historic movement and follow the lead of the school kids. “What we're seeing now is society's long-overdue

reckoning with the fact that teenagers are not bizarre almost-adults, but complex people capable of extraordinary feats in their own right.” (Franklin, 2018). If Gen Z want change then they know the right way to go about it. Although there is no denying they have the traits of a selfabsorbed generation, they are also much more socially, economically and politically aware than ever before. Throughout their lives they have witnessed many examples of people starting movements in the hope of initiating some kind of change. The past 20 years have provided countless examples.

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Big media movements in the last 10 years...

FIG 49

..and their effects on the ‘Me Generation’ 1. Wealth 2. Status

Occupy Wallstreet was a protest against corporate influence on democracy which brought a link to wealth and status.

1. Status 2. Perception 3. Achievement

Events such as Brexit and the election of Donald Trump brought up the dated topic of the perception of race and origin.

1. Perception 2. Status 3. Beauty 76

Recent sexual assault allegations will have made young women a lot more cautious about how they dress and appear in public, in fear of giving the wrong message.

77

WHAT DOES THIS MEAN?

Looking back, there is quite clearly a history of behaviour shifting within all aspects of our lives. When something new is introduced or something unheard of happens, there is nearly always an initial resistance and a feeling that the change is either bad or will not last. The 'Me Generation' have evidently grown up in a world where everything around them is constantly changing and now more people are beginning to speak about unspoken topics. I have every confidence that this under-observed social phenomenon is one that will be listened to if addressed in the right and appropriate way. Although this may be a generation wrapped in their own bubble, they are also a generation very aware of what is going on around them.

In order to turn the word 'me' into 'we', the concept behind it has to relate to something or someone that the 'Me Generation' can connect with. This is why I believe the focus on family and friends whilst sending out a message about caring for others is the perfect place to begin.

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Key Insights • Our narcissistic behaviour and obsession with status and appearance is something that is apart of our human DNA, it is not something that we can shy away from • The reason this fresh topic of discussion seems so apparent now is due to the digital age • Social media is currently being used in the wrong way, but has the potential to create change and encourage social movement • Campaigns such as Tom' 'For Me For You' follow a good concept, and although the 'Me Generation' can intellectually understand it, they cannot relate to a child in a third world country • To grab the attention of this generation it needs to be through methods that they can relate to • Although family and most importantly friends have value in our lives, we seem to be unintentionally disconnecting ourselves from them through our obsession with a perfect online appearance

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THE QUESTION TO ME

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Following a new method of approaching a topic of conversation about others, is there potential for a brand to create a shift in this self-absorbed generation?

FIG 50

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THE ‘ME’ TO ‘WE’

Using the power of a brand to address an under-observed social phenomenon by encouraging the ‘Me’ generation into having a ‘We’ conversation.

The Big Idea

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FIG 51

83

ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME WE ME ME ME ME ME ME 84

85

Who? Targeting the 'Me Generation', who are also a part of Gen Z.

THE ANSWER

What?

A campaign created for one of the most successful brands on the high street, Topshop, which encourages the 'Me Generation' to have a 'we' conversation. Compared with other brands, Topshop have never taken on the role of addressing any modern-day issues in society. Many of their competitors are already tackling the topic of diversity within models or ethics within fashion, which is why I think this gives Topshop such a great opportunity to talk about something new.

How? Through a film campaign showing the negative side of the 'Me Generation' and what the world will look like if we continue to stay so self-obsessed. This is a scare tactic, a way of convincing consumers that they do not want to be like this. Alongside this will be the in-store competition. iPads will be dotted around the store allowing consumers to connect to the Instagram of someone they know personally who inspires their look.

They can then upload a photo of this individual and write a comment underneath it.

The winning photo and caption will be posted on Topshop's Instagram and the winner and her friend will receive a free in-store styling session from a famous influencer.

Where?

The film campaign will be shown through a magic mirror within Topshop's Oxford Street store, copying the technology of those in the Rebecca Minkoff and Tom Ford shop. The idea was to place the film wherever the 'Me Generation' are feeling most self-obsessed, so what better place than a changing room?

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FIG 52

87

Having this idea is pointless if people don't believe that self-obsession is a problem that needs to be addressed. Through an online survey I asked consumers whether they thought that vanity within 2018 was an issue that needed addressing, and whether a brand like Topshop could do this. I received 30 responses and...

88

“I think it needs to be addressed, but in a way that the generation that is most guilty of it will take notice. A brand like Topshop is perfect because so many young people are influenced by what they put in their stores and throughout their social platforms. More to the point it's the perfect way to directly communicate with them. The concept of talking about vanity through a brand that potentially fuels that vanity sounds unexpected and as a result an exciting starting point!� Anonymous, 2018

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The breakdown of the consumer

FIG 53

90

91

UNDERSTANDING THE CONSUMER As clarified before, my consumer falls under the bracket of Generation Z. For marketing and promotional purposes, I decided to split them up into two categories so that that my results would be more specific and therefore my actions could be more effective.

My primary consumer, aged 19-21, is the Self Centred Socialite. She is someone who influences those younger than her to act the way she does, which is what makes her my most important consumer. On the Diffusion of Innovation she falls under the early majority catagory as she is fast to keep up with the latest trends, but usually get her style from influencers and those who fall under the early adopter catagory.

My secondary consumer, aged 16-18, is the Snapchat Copycat.

She looks up the the girls a few years older than her and follows everything that they post online. Her goal is to have a large social media following just like theirs. In terms of Everett Rogers “Diffusion of Innovation�, this girl falls under the late majority catagory as she is just one to follow the crowd.

Enjoys going shopping and spending money

Likes to watch Youtube in their spare time

Online Gets friends to take outfit pictures of them

Regularly checks their social media channels

THE DIFFUSION OF INNOVATION Enjoys relaxing and watching films

Alone

Together

Appreciates family time

FIG 55

Innovators 92

Early Adopters

Early Majority

Late Majority

Laggards

FIG 54 93

FIG 56 94

95

A DAY IN THE LIFE

3pm

After going to her seminar at uni she then makes time to take some outfit pictures for her Instagram.

9am

Nia wakes up and scrolls through all of her social media channels, spending most time on Instagram. She then gets up, makes herself a green tea and some porridge to give her some fuel for the day.

4:30pm

She then goes to the library to get in a good few hours of her doing her university work.

1pm

She gets back to her house and has a salad for lunch, while scrolling through social media to check that she hasn't missed anything.

10:30am

After letting her porridge settle she then gets ready and goes to the gym for a good hour and a half.

FIG 57 96

7pm

WE

After a long day filled with different activities, Nia gets in and either spends the night relaxing and watching youtube or otherwise hanging out with her boyfriend.

97

FIG 58

98

99

A DAY IN THE LIFE 3:30pm

After a hard day of studying Izzy heads on home just to get ready for dance class and leave the house again.

7:30am

The first thing Izzy does when she wakes up is checks her social media accounts such as Instagram and Snapchat.

6pm

She comes back from dance and sits down to have her dinner with her mum, dad and sister. She also checks Instagram.

11am

She check's her phone again at break time and posts snapchats with friends.

8:30am

Izzy gets the bus to sixth form and at the same time watches youtube videos on her iPhone.

WE FIG 59 100

8pm

After Izzy's had dinner she'll either go to a friends house and hang out or relax in her room watching youtube and scrolling through social media.

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What is the campaign and who is the brand?

FIG 60

102

103

Utilising the power of a brand to address modern day vanity by encouraging the 'Me' generation into having a 'We' conversation.

What is Reflection?

Reflection is a campaign run by Topshop to encourage Gen Z to think about others besides themselves. Reflection will take place, primarily, as an instore experience combined with an online social media integrated marketing campaign.

To create social conversation surrounding the topic of 'me' vs 'we'

What will the brand gain?

The campaign will give Topshop the chance to talk to their consumers in a new way. Competitors like ASOS and Missguided are already ahead of the game in terms of addressing social topics; this will help Topshop compete.

To create a ripple in the way the Me Generation thinks To encourage the importance of appearance through the topic of 'us'

What will the consumer gain?

The consumers will gain a clear understanding of what may happen if they continue to stay so self-obsessed. They will be introduced to a new and exciting way of being able to turn the 'me' into a 'we'.

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FIG 61

105

To encourage a new topic of conversation addressing the realities of modern day narcissism through an interactive marketing campaign

Helping Gen Z to see the ‘we’ in the ‘me’ through a relatable and informal brand communication from Topshop

ARISTOLES COMMUNICATION MODEL THEORY

Speaker

106

Audience

Effect

Occasion

Accepting the vanity within the ‘Me Generation’ and utilising it to try and help consumers connect with others

Playful but serious Brutal yet honest Bold + Impactful

Speech

An under-observed social phenomenon

FIG 62 107

YOUTHFUL

BRIGHT

COLOURFUL

BOLD

FIG 63 108

Topshop, part of the Arcadia Group, is a global fashion and beauty retailer which originated in London. The brand is one of the UK's most prestigious fashion retail names with 620 stores and franchises in over 40 different countries (Retail Week, 2018). Topshop is on both my consumers' lists of favourite High Street brands, making it the ideal brand through which to target them. I asked a sales assistant at Topshop's flagship store in London whether she thought Topshop acted as a role model to their consumers. “I don't think so” she replied. “I mean brands like ASOS online are making girls feel comfortable about their body shapes cause they've got the plus size images

now, whereas we, again like most fashion retailers, have skinny models all over the website and we advertise it as 'be who you are' but it's always on skinny models. I think we could do more to make people feel more confident especially young girls as it shapes who they are” (Topshop Sales Assistant, 2018). It seems as though Topshop are among brands that encourage young girls to feel that they need to look a certain way in order to be accepted, when really they should be encouraging the opposite. There is definitely a potential for the brand to turn over a new leaf which is why I thought it most fitting to choose this brand over the likes of ASOS and Missguided.

109

BRAND ONION

SWOT TEST

Interact and engage with consumers Light hearted

Be fashion forward and current Be price competitive

Trend-led

Inclusive

Weaknesses

One of the worlds most successful and well established high street brands

Well known advertising only one specific size of woman- controversy with sizes of mannequins

Easily accessible with over 500 stores world wide

Inclusive Individual

Strengths

Cool

Great celebrity links (see appendix for moodboard)

Can be seen as a quite expensive high street brand in comparison to competitors such as H&M and New Look

An extremely innovative high street brand in regard to in-store customer experience Develop fashion through new designs

Continue a global Fresh expansion

Global Fashion Hub

Fun

Oer new products Lively

Oer wide range

Be innovative

Witty

Opportunities

Threats

Putting more focus into their in store experiences around the country

E-commerce retailers becoming more successful such as Missguided and Asos

Initiating a new social topic as a fresh way for the brand to connect with their consumer

Other brands are already ahead with addressing social issues like diversity and fashion ethics

Youthful

Fun and informal tone of voice

What can I take from this?

FIG 64

When looking at Topshop's brand onion I picked out some keys words that I thought really captured the kind of message that I want my campaign to convey.

'Reflection' is a new and innovative way of being able to interact with the youths of today through addressing a very current and individual topic that is an under-observed global phenomenon.

110

What can I take from this?

When looking at the threats, these are problems that I know can be solved through my big idea. Fighting e-commerce to create an instore experience as well as addressing an unspoken and unaddressed social issue.

111

FUN

VR WATERSLIDE

INNOVATIVE

AUTHORITY

INNOVATION

FIG 65

When looking at the brand on a perceptual map, it is clear that they are up there in the innovation section with the many creative instore experiences that they've run in the past. When talking to the store assistant in Topshop's Oxford Street store, she mentioned the Stranger Things campaign that took place in late 2017 (see appendix 4.1). Besides this, Topshop have thought of many different ways to bring consumers into store and compete with e-commerce through the use of technology (see fig 66).

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ALK W T A VR C ENGAGING

INTERACTIVE

Even back in 2010, to celebrate the launch of Topshop's in-house make-up, the Oxford Street store introduced 'Mirror Mirror' by SHOWstudio. The interactive mirror read out responses from fashion creatives and famous stylists from across the world who were viewing your outfit (SHOWstudio, 2010). If Topshop were doing interactive installations like that eight years ago, then

DEL

O BE THE M INCLUSIVE

FIG 66

EXCITING

there's no doubt that they would easily be able to create my film in a mirror vision.

They have a real opportunity to use their knowledge and experience of in-store technology to encourage young girls to start looking away from themselves and to begin looking at others.

113

'One dress fits every girl'

It is being noticed that Topshop are not apart of any social encouragement, so there is definitely a door open for them

#INOUROWNSKIN

'Do not stereotype'

'Every look is a beautiful look'

FIG 68

FIG 67

With online competition, Topshop need constantly to bring something new to the table in order to fight e-commerce. One of my consumers singled out competitor Missguided as being a particularly innovative brand: “I really like how Missguided connect with their audience through # and reposting consumers.

They're also appealing by listening to what their target market care aboutputting stretch marks on mannequins” (Stiley, 2018). Although this self-obsessed generation seem to portray a fake life to others through social media, they also seem to respect brands that are more real 114

and authentic. “Brands no longer have an option other than representing themselves honestly and transparently. Authenticity is crucial” (Forbes, 2017). Although my message may not be one that consumers want to hear, it is the truth and needs to be addressed. Topshop have a real option here to make consumers face reality, but with good intention. At an LSN Global talk I attended, it was said that “65% of consumers believe that businesses bear as much responsibility as governments for driving social change” (LSN Global, 2017).

Brand's need to inspire consumers in order to create a difference.

FIG 69 115

Design recipe

FIG 70

116

117

WHAT IS IT?

WHAT IS IT NOT?

Sky Club House/ DOMANI Architectural

Sarah Meyohas

Camille Javal

Contrasting

Black and white

Dull

Museum of Icecream 118

FIG 71

FIG 72

119

COLOUR

FONT

GEN Z TRENDS X TOPSHOP COMPETITORS

FIG 73

The design recipe behind 'Reflection' embodies both inspiration from Topshop as well as well-known and relatable trends for Gen Z. Gen Z are known for being quite loud, bright and brash, so I knew everything had to reflect this. My two predominant colours are millennial pink and gen z yellow. “Just like pink, the move towards all things yellow is driven 120

As with my colour scheme, I wanted my font to fit with my consumer. I looked at the brands they liked and the fonts and logos those brands used. A lot of them were quite plain which I thought was ok, but I wanted my font to have a bit more of a cutting edge and creative feel. I'm making a bold statement and sending out a strong message so I wanted the font to reflect this.

largely by the younger generation, who, as they mature further into the social media landscape, are gradually taking control of visual culture.� (Saunter, 2017). For my two supporting colours I chose a fiery orange and a pop of red to give a visual contrast as well as giving me the option to make important information stand out.

FIG 74

121

FIG 75

I chose the name 'Reflection' for the campaign for two main reasons. Firstly, the video part of the campaign is playing through a magic mirror and the idea is that it's a reflection of yourself. Secondly, the aim of this campaign is to make the 'Me Generation' really reflect on the way they're behaving and that they need to see the consequences of their current actions.

122

FIG 76

'Me to We' is the slogan for my campaign as that is what I initially intend to do.

Along with my title 'Reflection', I also wanted to create a snappy slogan logo to be used throughout the marketing process. I wanted both logos to stand out which is why I used contrasting and bright colours. I was originally going to just use light and dark pink, but only after a discussion with some consumers was I convinced to use yellow too.

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The marketing plan and route to the consumer

FIG 77

124

125

Sunday 11th November Throughout September

Using Topshop's Instagram to create a tone of voice for the up coming campaign and leave consumer's wondering what Topshop are about to bring out.

September

The launch event for 'Reflection' with release of the film, happening at Topshop Oxford Street.

Monday 12th November

The official opening of the 'Reflection' magic mirror and 'Me to We' campaign in Oxford Street Topshop.

Friday 16th November onwards

Uploads of Youtube video's posted by the influencers that attended the opening event for 'Reflection'. This is a chance for them discuss and spread this social topic to their many followers.

Friday 1st February Tuesday 1st January The announcement of the second competition winner of 'Me to We'.

This will be announced via the Topshop Instagram.

January

November

October Throughout October

Released snippets from the film giving consumers a teaser for what Topshop are about to release.

Week com- 12th November

After attending the opening event for my campaign, press releases will follow throughout the week discussing their opinions on this new topic of discussion being brought to light

by Topshop.

Saturday 1st December

The announcement of the first competition winner of 'Me to We'. This will be announced via the Topshop Instagram.

Saturday 1st December onwards

FIG 78 126

LAUNCH

February

December

Throughout December we will expect a lot of the post launch promotion to come from the consumers themselves. When they visit the store they will be encouraged to snapchat and Instagram their opinions.

PRE LAUNCH

The announcement of the third competition winner of 'Me to We'.

This will be announced via the Topshop Instagram.

Monday 4th February A final competition will be released in the lead up to Valentine's day to encourage consumers to think about their loved ones.

Thursday 14th February The release of the final winners of the competition which will be announced on the Topshop Instagram.

POST LAUNCH 127

Content The social media content of the Reflection campaign will be by far one of the most important aspects. It is clear from my research that my consumer is obsessed with channels and apps such as Instagram, Snapchat and sometimes Twitter. Reflection

by Topshop will focus on utilising popular social media sources as much as possible in order to promote my primary film.

Community As my primary film is only going to be shown in Topshop Oxford Street, I wanted to find a way to reach a larger group of consumers and create a larger community. I will do this through the use of Topshop's social media channels through live streams and videos. At the launch event celebrities' reactions to the film will be recorded on a hidden camera, which will then be posted online to reel more consumers in. This is a very similar scheme to the campaign by Kleenex (see appendix 4.4).

Conversation Creating a conversation between my consumers is one of the core values of the campaign. This will happen through the use of hashtags via social media channels.

Cohesion The launch of the Reflection campaign will keep a cohesive theme across all social media platforms. Through a creative understanding of the consumer it will follow a clear design recipe in order to set it apart from other campaigns.

FIG 79

Continuity Reflection by Topshop will continue to use integrated social media marketing, through visual and verbal conversations. The use of Topshop's snapchat account will be an opportunity for influencers and celebrities to take over and discuss their opinions of the film being played in the changing rooms of Topshop. This can be ongoing throughout the entire marketing and communication plan.

128

129

COMMS MIX 2) Personal marketing: inviting carefully hand picked influencers to the launch of the magic mirror, creating an inclusive buzz for the event

WHEN HAVE TOPSHOP DONE THIS BEFORE? 1) Initial social media marketing: Instagram and Snapchat being utilised to create a visual story for begin the journey of the campaign

Visual journey through Instagram

Use of celebrity within brand advertisement

3) Event and Press: the launch event of Reflection by Topshop will be the pivotal point in spreading the message across to as many consumers as possible 4) Direct marketing: through video advert promoted on Youtube and Instagram

In-store events to celebrate the release of a new clothing line

The use of their Youtube channel to advertise new lines 5) Word of mouth: introducing a new topic of conversation to create talk amongst consumers 6) Sales and promotion: through the 'me to we' competition with the prize of a personal styling experience

130

Frequent online competitions on their website FIG 80

FIG 81

131

CONSUMER TOUCHPOINTS

THE PLANNING JOURNEY

“People engage with brands on Instagram 10x more than Facebook, 54x more than Pinterest, and 84x more than Twitter.� (Forbes, 2018)

Where are we now?

Topshop is one of the rare few brands out there right now not facing social issues

Where do we want to be?

How will we know we've arrived?

Through success measured from the campaign

How are we going to get there?

Online

By using the power of Topshop to encourage to 'Me' Generation into having a 'We' conversation

Offline

FIG 82

132

The Planning Cycle

Up there with other brands who are successfully talking to their consumers through honest narratives

These are the key places that I will be targeting my consumer throughout my entire marketing plan.

Planning out the campaign for Topshop is a vital part of the process. I wanted to clarify from the start where I wanted to be and how I wanted to get there. See fig 83.

FIG 83

133

Pre launch, launch, post launch and measure of success

FIG 84

134

135

PRE LAUNCH

FIG 85

FIG 86

FIG 87

When speaking to a sales assistant in Topshop Oxford Street she said that to promote one of their most successful in store experiences they used Instagram to do so (Topshop Sales Assistant, 2018).

Topshop's Instagram page will be the main focus for the pre-launch of my marketing plan. My research (see appendix) has shown that Instagram is the prime social media channel visited by my consumer, so it will be key in grabbing their attention.

Starting in September I will begin to set a clear tone of voice and colour palette ahead of the launch in November. The late summer posts will slowly begin to transform into my colour palette, using a combination of Topshop products and 136

visual inspiration to reflect the tone of voice. By October, logos and copy from my campaign will begin to appear on the feed. Not giving away too much at this stage will get people talking and wondering what 'me to we' means. By the end of October, I will release snippets of my video campaign. A number of celebrity influencers will be picked to tweet and Snapchat about what it is they think Topshop are doing to create further speculation.

FIG 88

137

LAUNCH

FIG 90

“Launches are arguably most impactful when they take place in reality� (Cope and Dennis, 2016)

FIG 89

The pre-launch marketing campaign will culminate in the official launch of Reflection at Topshop Oxford Street on the 12th November 2018, to coincide with the beginning of Self Care Week. This event will see the opening of the magic mirror as well as the release of the film which will be played within it. There will also be cameras in the fittings rooms videoing the reactions of those who watch the film; these videos will later be posted onto social media as another form of publicity.

Influencers and celebrities and their friends will be invited to the event so they 138

can spread the word to their fans. There will be a relaxed atmosphere with drinks and music and they will be encouraged to do live Snapchat and Instagram stories as well as vlog or blog posts about it afterwards. In this way people who were not at the launch will be able to see what the campaign is all about and understand the reasoning behind it. Press will also be invited to the event so that they can interview guests as they leave the fitting rooms to get their initial reactions and feelings. The overall aim of the launch is to get this topic of conversation started.

FIG 91

139

“One of the biggest trends we can expect to expand in 2018 is the utilization of influencer marketing.� (Clinebell, 2018)

FIG 93

140

FIG 92

Primary research has shown how well respected youtubers and instagrammers are with my consumer, so it was fitting that they appear at my event. I wanted to invite stars only from England as Topshop

is well known for being proud of its British heritage. I chose who to invite to my event through a primary research questionnaire (see appendix 3.2).

141

FIG 94

STOP BEING SO 142

Scan to watch the film!

143

WHY THROUGH FILM?

“It excites us all. Most likely, technology will be an interesting player for how fashion films will be seen or used. As it allows the viewer to walk away with an insight/emotion/inspiration...”

(Bon Duke, 2016, co-founder, New York Fashion Film Festival, page 131)

FIG 95

This topic of conversation is one that the 'Me Generation' don't necessarily want to have. I wanted to communicate my message subtly, rather than shouting “stop being so self-obsessed!” From research, I know that the finger pointing approach 144

does not work. For this generation, watching a film is a lot more exciting than reading a long article, especially on this topic, and will hopefully have a bigger impact on them.

145

Close up shots of posters around the room that all carry a serious message

SHOTS, LIGHTING AND STYLING

I wanted the set of the film to resemble the idea of a girls bedroom- an intimate place where she is only surrounded by herself and her thoughts

I wanted the styling to really show off a narcissistic vibe to really exaggerate the film further 146

FIG 96

Vibrant lighting was definitely going to be a crucial part of this film. As I know from research, bright colours are what attracts Gen Z's attention FIG 97

147

CASE STUDY BLACK MIRROR

ACTION

About- Black Mirror is a Sci-Fi Netflix series that examines the potential effects of modern society, particularly the technology. The episode 'Nosedive' follows a woman who is obsessed with wanting to boost her social media score in order to have a high enough rate to buy her dream apartment. The idea is that if you are liked enough by others then you will get things as a reward, just like Instagram, and an ego boost. However, the main character becomes too obsessed and everything goes horribly wrong, leaving her with a rating of almost 0 and a bed in a prison cell.

Strengths- The episode struck a chord with many people. One consumer I spoke to said it made her worry about what the future might hold. “It kind of scared me in a way at how easily I could imagine that in our futures, I don't like the idea that we are all going to become so self-obsessed and absorbed by our screens when there's a whole life to lead aside from that” (Homer, 2018). This shows that when something as impactful as a film like this is thrown at Generation Z, it really makes them think.

Weaknesses- Some people may disregard the episode and think that it is too farfetched. A male from Gen Z I spoke to thought it was too ridiculous: “Humanity is gonna have to be stupid to let it get like that”. Luckily my outcome will only be targeting females from Gen Z and not one female gave negative feedback on the episode. This gives an indication that my choice of just focusing on young women rather both genders was the right choice.

What to take- If I want my big idea to have impact, it needs to be remembered, just like this episode. Generation Z are known for being creative and this episode was a very creative way of really giving them a disturbing glimpse into the future. The whole episode was very convincing, and consumers could even see themselves in it: “It was probably my favourite episode as I was laughing at how she was trying to make herself look good but then realised I am probably guilty of that myself” (Stronach, 2018). The 'Me Generation' need to be able to see themselves in the final outcome of my big idea for it to make an impact.

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CONSEQUENCE

FIG 98

149

START BEING MORE

My whole big idea revolves around encouraging the topic of 'we' rather than 'me'. The message of the film is 'look how you're being, this needs to stop', but there needs to be an element of the campaign that makes this 'we'. During my observational research, I noticed that iPads are used quite a lot in Topshop. I want to incorporate them in my campaign as a way of getting consumers to think about others. Each iPad will display the question 'Who influences your style?' and users will be able to upload a photo that their chosen individual has posted on

their Instagram with the option to write about what makes their style so great.

A winner will be picked each week for a month and the winning photo will be posted on Topshop's Instagram. They will also receive a free styling appointment for themselves and their friend with social media influencer Sarah Ashcroft. This is a way of getting the consumer to think about someone else as they are gaining something from it too (as with the simple 'for me for you' tactic mentioned earlier in this report).

FIG 99

150

151

POST LAUNCH

FIG 100

FIG 102

FIG 101

152

A lot of the marketing for Reflection will happen after the launch event. In the week commencing 12th November, the influencers who were invited to the event will begin to upload their videos from their magic mirror experience. In the videos they will also discuss their thoughts and views on this under-observed social topic and hopefully encourage others to try and get involved. In the same week, press

packs will be released reviewing the whole in-store experience that Topshop have put on in relation to their new campaign. The idea is to get people talking and spread the word as widely as possible. This is key.

Once people begin coming in and posting things on social media using hashtags such as #reflectonyou #metowe, others will see it and will want to be involved also.

153

FIG 105

FIG 103

Our competition prize, Sarah Ashcroft, will take over the Topshop Instagram regularly and do live streamings, encouraging people to go and enter the 'me to we' in store. It will also be available to enter on the Topshop website, so it won't exclude consumers outside London. During December and January, the winners of 154

FIG 104

the 'me to we' competition will be posted on Topshop's Instagram. By February and the run up the Valentine's Day, a new competition will be released encouraging consumers to think about their partners.

The prize is a trip away to a destination of their choice, courtesy of Topshop.

FIG 106

155

LET’S RECAP

Using the power of a brand to address an under observed social phenomenon by encouraging the ‘Me’ generation into having a ‘We’ conversation.

What was the big idea?

156

FIG 107

157

HOW FAR HAVE WE COME?

Before • The consumer will be very unaware about their current self obsessed behaviour as no one has ever addressed the problem successfully • Prior to the reflection campaign the consumer will have very little emotional connection with Topshop due to their lack of brand purpose through not addressing social issues

BOND

CONSIDER

158

EVALUATE

LOYALTY LOOP

ADVOCATE FIG 108

During • Consumers will engage with an interactive in store experience to learn about how to make 'me' more 'we' in a light hearted way • Through offline and online platforms this buzz of a fresh narrative will bring more consumers into Topshop's store • Tailored to fit the needs of the consumer, if they do something for someone else then they will receive a reward in return

BUY ENJOY

After • Through the in store and social media campaign consumers are now more in touch with the brand as they have initiated social awareness • Consumers are brought to light about their narcissistic behaviour and are more inclined to start thinking about others over themselves- starting with friends and family 159

HOW CAN WE MEASURE THE SUCCESS?

ME WE

FIG 110

FIG 109

160

The campaign will need to show some measure of success if it is to meet the overall aims and objectives. Measuring the success will rely largely on social media, as will most of the campaign, through the hashtags that will be encouraged before, during and after the campaign.

The focus of 'we' within this campaign should help consumers strengthen their connections with those who matter most to them. A way to measure this will be to observe their social media platforms and hopefully see a shift in what they post about.

FIG 111 161

THE FUTURE FOR US

As to where this will go in the near future, I hope Topshop will to continue with small schemes like competitions that encourage consumers to think about others. It is quite clear that the 'for me, for you' scheme really does work and was perfect as a starting point in addressing this issue. In the long-term, I hope that generations to come will really appreciate what is important in life and will be able to see this without the encouragement of a reward in return.

What do we hope for the future?

162

163

Word count: 8719

164

165

ILLUSTRATIONS Fig.1: Lambert, K, 2018. Front Cover [collage], own image.

Fig.2: Clarke, S, 2016. Body Dysmorphia [photograph]. Available at: http://www. dazeddigital.com/photography/article/32182/1/is-our-obsession-with-our-social-mediaimage-dangerous-scarlett-carlos-clarke Fig.3: Clarke, S, 2016. Body Dysmorphia [photograph]. Available at: http://www. dazeddigital.com/photography/article/32182/1/is-our-obsession-with-our-social-mediaimage-dangerous-scarlett-carlos-clarke Fig.4: Lambert, K, 2018. Contents page [moodboard], own image.

Fig.5: Lambert, K, 2018. The Story of Me [moodboard], own image Fig.6: Lambert, K, 2018. Vanity timeline, own image.

Fig.7: Lacroix, J, 2015. Coral [photograph]. Available at: http://jameslacroix.tumblr.com/ post/118379951550/coral-james-lacroix-2015 Fig.8: Wikimedia Commons. Vincent van Gogh- Self-Portrait [painting]. Available at: https://commons.wikimedia.org/wiki/File:Vincent_van_Gogh_-_Self-Portrait_-_ Google_Art_Project.jpg Fig.9: Vermeul, D, 2015. Selfie vs. Self-Portrait [illustration]. Available at: http:// academyartunews.com/newspaper/2015/04/selfie_vs_self-port.html Fig.10: Lambert, K, 2018. The beginning of the selfie [visual audit], own image Fig.11: Lambert, K, 2018. The Evolution of Photography [illustration], own image Fig.12: Lambert, K, 2018. The selfie [moodboard], own image.

Fig.13: Lambert, K, 2018. Not hanging out with friends [infographic], own image.

Fig.14: Kardashian, K, 2015. Selfish [photograph]. Available at: https://dfwunleashed. com/kim-kardashian-book-of-selfies-selfish/ Fig.15: Lambert, K, 2018. The Group with Me [moodboard], own image.

Fig.16: Lambert, K, 2018. Who are they [moodboard], own image.

Fig.17: Lambert, K, 2018. What are their values [moodboard], own image.

Fig.18: Lambert, K, 2018. The good [moodboard], own image.

Fig.19: Lambert, K, 2018. The bad [moodboard], own image.

Fig.20: Lambert, K, 2018. My Insta gotta look like‌ [visual audit], own image.

Fig.21: Madstyle Blog, 2018. Laura Jade Stone [photograph]. Available at: http://www. madstyle-blog.com/obsessed/ Fig.22: Lambert, K, 2018. The influence in me [moodboard], own image.

Fig.23: Collins, P, 2016. Girls + Phones [photograph]. Available at: http:// obsessivecollectors.com/girlsphones-me-and-you Fig.24: Lambert, K, 2018. The amount of hours Gen Z spend on the internet [infographic], own image.

Fig.25: Lambert, K, 2018. The world on the internet [infograhic], own image.

Fig.26: Lambert, K, 2018. I wanna be [moodboard], own image.

Fig.27: Borrelli-Persson, 2018. Celebrating Twiggy, the face of the Sixties, on her birthday [photograph]. Available at: https://www.vogue.com/slideshow/twiggy-sixties-icon-invogue Fig.28: Lambert, K, 2018. Influencers back then [moodboard], own image.

Fig.29: Lambert, K, 2018. Market share held by leading social network in the UK, 2018 [infographic], own image.

Fig.30: Lambert, K, 2018. Instagram active users [infographic], own image.

Fig.31: Ramos, D, 2017. 'Me Too' Hollywood march takes a stand against sexual abuse [photograph]. Available at: http://deadline.com/2017/11/me-too-march-rally-hollywood166

take-back-the-workplace-sexual-assault-harassment-tarana-burke-1202206644/ Fig.32: What's trending, 2017. Men react to Harvey Weinstein harassment and #metoo with #howIwillchange on social media [video]. Available at: https://www.youtube.com/ watch?v=o69f6Azobqw Fig.33: Lambert, K, 2018. THIS, over this [illustration], own image.

Fig.34: Lambert, K, 2018. Social media helping charities [visual audit], own image.

Fig.35: Lambert, K, 2018. The hope for me [moodboard], own image.

Fig.36: Lambert, K, 2018. Me + You [moodboard], own image.

Fig.37: Lambert, K, 2018. The Sharing Economy [visual audit], own image.

Fig.38: Lieberman, M, 2014. This bar saves lives [photograph]. Available at: http://www. travelandleisure.com/blogs/this-bar-saves-lives Fig.39: Shayon, S, 2016. Swedish fashion retailer H&M maps out sustainable growth strategy [photograph]. Available at: http://www.brandchannel.com/2016/09/22/hmsustainable-growth-strategy-092216/ Fig.40: Minister cricket club, 2017. MCC & the co-op local community fund [illustration].

Available at: http://www.minstercricket.co.uk/single-post/2017/04/10/MCC-The-Co-OpLocal-Community-Fund?id=2703911 Fig.41: nicolepcv, 2014. One for one, one for all [photopgraph]. Available at: https:// fromhightopstocrocs.wordpress.com/2014/07/15/one-for-one-one-for-all/ Fig.42: Lambert, K, 2018. One for you, one for me [illustration], own image Fig.43: Pinterest. Share the rewards [advert]. Available at: https://www.pinterest.co.uk/ pin/216735800796553317/?lp=true Fig.44: 245friends. Refer a friend [advert]. Available at: https://app.245friends.com/ uber/ Fig.45: Missguided, 2018. Refer a friend [advert]. Available at: https://www.missguided. co.uk/refer-a-friend Fig.46: zshe6383, 2015. Share a coke, share a USP [advert]. Available at: https:// medium.com/@zshe6383_17757/share-a-coke-share-a-usp-595b8f6f70cf Fig.47: Lambert, K, 2018. Reflection on media consumption per person worldwide [infographic], own image.

Fig.48: Lambert, K, 2018. Social activists [moodboard], own image.

Fig.49: Lambert, K, 2018. Big media movements in the last 10 years [moodboard], own image Fig.50: Lambert, K, 2018. Question mark [illustration], own image.

Fig.51: Lambert, K, 2018. Light bulb [illustration], own image.

Fig.52: Lambert, K, 2018. Correction tick [illustration], own image.

Fig.53: Stiley, N, 2018. Basics [photograph]. Available at: https://www.niastiley.com/ Fig.54: Lambert, K, 2018. The diffusion of innovation [illustration], own image.

Fig.55: Lambert, K, 2018. Understanding the consumers [model], own image.

Fig.56: Lambert, K, 2018. The Self Centered Socialite [moodboard], own image.

Fig.57: Lambert, K, 2018. A day in the life (Nia) [timeline], own image.

Fig.58: Lambert, K, 2018. The Snapchat Copycat [moodboard], own image.

Fig.59: Lambert, K, 2018. A day in the life (Izzy) [timeline], own image.

Fig.60: Lambert, K, 2018. The brand [moodboard], own image.

Fig.61: McQuillan, L, 2018. Nia photoshoot [photograph].

Fig.62: Lambert, K, 2018. Aristoles communication model theory [model], own image.

Fig.63: Lambert, K, 2018. Topshop [moodboard], own image.

Fig.64: Lambert, K, 2018. Brand onion [model], own image.

Fig.65: Lambert, K, 2018. Perceptual map [model], own image.

Fig.66: Lambert, K, 2018. Innovative Topshop [moodboard], own image.

Fig.67: Lambert, K, 2018. Diversity within brands [moodboard], own image.

Fig.68: Petter, O, 2018. Missguided celebrate female 'flaws' in latest campaign [photograph]. Available at: https://www.independent.co.uk/life-style/fashion/ 167

missguided-female-flaws-imperfections-celebration-campaign-body-positivityfashion-a8345176.html Fig.69: Lambert, K, 2018. Positive tweets about Missguided [tweets], own image.

Fig.70: Meyohas, S, 2016. Mirror sculptures to make you look and look again [photograph]. Available at: http://www.anothermag.com/art-photography/8219/mirrorsculptures-to-make-you-look-and-look-again Fig.71: Lambert, K, 2018. What is it [moodboard], own image.

Fig.72: Lambert, K, 2018. What is it not [moodboard], own image.

Fig.73: Lambert, K, 2018. Colour [moodboard], own image.

Fig.74: Lambert, K, 2018. Font [moodboard], own image.

Fig.75: Lambert, K, 2018. Logo [moodbored], own image.

Fig.76: Lambert, K, 2018. Slogan [moodboard], own image.

Fig.77: Lambert, K, 2018. Instagram on iPhone [mock up], own image.

Fig.78: Lambert, K, 2018. 6 month marketing plan [timeline], own image.

Fig.79: Lambert, K, 2018. Social media, what to avoid [mock up], own image.

Fig.80: Lambert, K, 2018. Comms mix [timeline], own image.

Fig.81: Lambert, K, 2018. How have Topshop done the comms mix before [visual audit], own image.

Fig.82: Lambert, K, 2018. Consumer touchpoints [visual audit], own image.

Fig.83: Lambert, K, 2018. The planning journey [model], own image.

Fig.84: Bolton, P, 2018. Magic mirror within Topshop [mock up].

Fig.85: Lambert, K, 2018. Instagram [mockup], own image.

Fig.86: Lambert, K, 2018. Instagram [mockup], own image.

Fig.87: Lambert, K, 2018. Instagram [mockup], own image.

Fig.88: Lambert, K, 2018. Twitter [mockup], own image.

Fig.89: Bolton, P, 2018. Magic mirror within Topshop [mock up].

Fig.90: Bolton, P, 2018. Launch event in Topshop [mockup].

Fig.91: Bolton, P, 2018. Launch event in Topshop [mockup].

Fig.92: Lambert, K, 2018. Influencers at the launch [visual audit], own image.

Fig.93: @sophiaandcinzia, 2018. Topshop meet and great [photograph]. Available at: https://twitter.com/sophiaandcinzia/status/937078026050985989 Fig.94: McQuillan, L, 2018. Nia photoshoot [photograph].

Fig.95: McQuillan, L, 2018. Nia photoshoot [photograph].

Fig.96: Lambert, K, 2018. Film inspiration for shots and styling [moodboard], own image.

Fig.97: Lambert, K, 2018. Films inspirtation for lighting [moodboard], own image.

Fig.98: Lambert, K, 2018. Black mirror [moodboard], own image.

Fig.99: Lambert, K, 2018. iPads of competition [mock ups], own image.

Fig.100: Lambert, K, 2018. Youtubers [mockup], own image.

Fig.101: Lambert, K, 2018. Youtubers [mockup], own image.

Fig.102: Lambert, K, 2018. Snapchat [mockup], own image.

Fig.103: Lambert, K, 2018. Sarah Ashcroft [mockup], own image.

Fig.104: Lambert, K, 2018. Winner [mockup], own image.

Fig.105: Lambert, K, 2018. Website [mockup], own image.

Fig.106: Lambert, K, 2018. Valentines competition [mockup], own image.

Fig.107: Lambert, K, 2018. Light bulb [illustration], own image.

Fig.108: Lambert, K, 2018. Loyalty loop [illustration], own image.

Fig.109: Lambert, K, 2018. Izzy's Instagram [mockup], own image.

Fig.110: Lambert, K, 2018. Instagram before [mockup], own image.

Fig.111: Lambert, K, 2018. Instagram after [mockup], own image.

168

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