Bleak Magazine - Libby Maskell

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BLEAK BLEAK Top 9 retail types in the UK! An insight into celebrity style and get the looks.

'Day in the life'

Latest fashion news and Collections

Reviews on shopping areas in London.

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THE EDITOR'S LETTER NOVEMBER Libby Maskell This months edit is full of new trends and celebrity get the looks, get an insight into celebrity street looks with our get the looks.See what attracts people to shop and the secret to how retailer communicate.Have you ever thought about the future of retail,well here it is.

The latest fashion news and much more.

An insight into the jobs in retail with 'days in the life'. I really hope you enjoy this months edit, Thank you for reading.

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Contents Page 3

CONTENTS

5

TOP

9

TYPES

RETAILERS 11

CELEBRITY 12

GIGI

PAGE

IN

GET

HADID

OF

THE

UK

THE

-

LOOK

GET

THE

LOOK 13

SELENA

GOMEZ

THE 14

17 19 20

BRICK

FENTY

LANE

-

GET

REVIEW REVIEW

SPITALFIELDS HOW

-

LOOK

WHITFIELD

23

GET

LOOK

RIHANNA THE

-

-

REVIEW

RETAILERS

COMMUNICATE 27 30

RETAIL

TRENDS

MOSCHINO

STORE

OPENING 31

TOPSHOP

GETS

STRANGE 33

CHANEL

AND

NEW

BRINGS

TOGETHER

CATWALK 37

GUCCI 39 43

THE IN

OLD SS18

COLLECTION

SAYS

NO

TO

FUR

GLOSSARY 'DAY

IN

THE

LIFE'...BUYER 45

'DAY

IN

LIFE'...SOCIAL

THE MEDIA

ASSISTANT 48

BIBLIOGRAPHY

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Top 9 types of retailer in the Uk 1. Market

A market is an ope area, usally outside where people go and set up a variety f stools and sell goods to customers.Markets started out by only selling fresh fruits and vegetables but then expanded to hand made good, antiques and many more products.

2. Pop Up Store A pop up store is a store or shop which is open temporarily or for a limited time only. Retailers may do this to take advantage of a new trend or seasonal products to increase profit within the company.

3. Local High Street A local high street is a an area where there is a collection of stores which are located in towns or villages which source the primary products customers need. These type of stores usually price their product slightly higher as they know the customers living in the locally will need to buy these products and therefor do not have the choice to pay the extra money.

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4. Public Place

7. Shopping Centre

A public place retailer is the type of retailer in an enclosed area which is open to the public such as stores you would find inside a museum or airport.

A shopping Center is a collection of stores all under one roof with a selection of food stores. Shopping center is located within a town or city where it is highly populated.

5. Out of Town Mall

8. Shopping Street

An out of town mall is a shopping center or mall which is located outside of the mainstream ares or towns. This type of retailer is a destination area where people go to shop as well as do other activities such as go to the cinema and go out for food.

6.Outlet Village An outlet Village is a place where their is a collection of high end retailers which sell their luxury products for cheaper then their original price. The products are cheaper due to the outlets sleeing past season items.

A Shopping Street is a one street where there are various shopping retailer located down it. However the shop themselves are on a larger scale, for example Topshop on Oxford street has several floors with other brands of clothing inside.

9. Retail Park

A Retail park is a line of large chain stores located outside usually warehouse size where there is a large car park just outside the stores. These are usually the types of stores where you go to buy large items and you are able to put them straight into your car.

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Celebrity Get •The •Look

Get •The •Look

Gigi Hadid

Jacket-Polo Ralph Lauren Packable Lightweight Red Wine Jacket: £259 T-shirt- Brora Ribbed Polo Neck:£55 Shirt-Jack Wills Homefore Ozford Classic Shirtt: £49.95 Trousers-MOTO Black Coated Joni Jeans: £40 Shoes- Dr Martins Burgundy 8 Tie Boots: £130 SunGlasses-Ray-Ban Aviator Red: £75

Get •The •Look

Selena Gomez

Jumper-Coach Women Knit Sweater Navy: £550 Jeans-Levi's Straight Leg Jeans,Women's: £85 Shoes-Dune Ladies AIYANA Pointed Toe High Heel Court Shoe: £40 Handbag-Michael Kors Handle Bag: £185 Sunglasses- Ray-Ban Circle with red lences: £134

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Rhianna Fenty

Jacket- Stone Island Hooded Windbreaker Jacket: £475.00 Hoodie- Yeezy Oversized Black Sweater: £236 Socks- Gucci Socks: £85 Shoes- White Rihanna Puma Trainers: £75 Bag- Louis Vuitton Mini Backpack: £1,800

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Brick Lane is a shopping area located down a lane in Shoreditch, East London; this area includes markets, shops, galleries, restaurants and bars.

Brick Lanes market is open on Sundays from 10am5pm however the rest of the stores have their own individual opening times.

The area of east London, around Brick Lane was once known as the area for the scene of Jack the Rippers Murders and also poor slums. However now this area is known for its street art and it’s very popular for London’s edgy artist crowd with the galleries, restaurants, pubs and markets.

The markets at Brick Lane allow up-and–coming designers to sell a variety of unique clothing. Also down Brick Lane there are chain retailers such as Religion and Rokit but also some chic, vintage boutiques.

Brick Lane is world known for its street art Banksy, Ben Eine and D*Face, personally I found the street art amazing and it is a real way for people to express themselves. Brick Lane is also a hotspot for music videos due to its interesting and quirky street art.

Artists come from all over the world to pain on the street of Brick Lane; they come and express themselves through the art which lives on the wall of the street. The art is continuously changing as new artists come and go, the art on Brick Lane changes from day to day.

Overall I fell that Brick Lane has a great culture with the edgy independent shops and street art, I believe this area is timeless and will continue to attract people with its amazing culture.

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The Westfield shops include many different types of retailers such as independent store, chain stores and dependant stores which offer a variety of products including men’s, women’s, kids and home wear and much more. I feel that people would chose to shop at Westfield as there is such a variety of shops all under one roof, due to all the Westfield Stratford is a large shopping area shops being in one place it makes it very located in Stratford with over 300 shops, convenient for a shopper if their intentions including high street and luxury brands. Westfield are to buy lots of products. also features ‘The Village’, this is the area which is Also there are lots of facilities there for home to over 40 luxury brands including, Louis people to use while they’re shopping such Vuitton, Prada, Gucci and Burberry. as lots of seating areas for people to sit Westfield London is a shopping destination which down in-between shops. There are also doesn’t only have shopping retailers but also toilets and changing rooms located offers many places to get food and drink and throughout the shopping centre. entertainment such as a cinema. Westfield is Overall I feel Westfield is a great place to open Monday-Saturday 10am-10pm and on shops as there are many retailers to shop Sundays it is open from 12pm-6pm. in. Also it can be made into a day out They offer many services to get to and from the where you could go shopping, get some shopping centre, for xample they have a large car food, watch a film at the cinema and it park, there is also a tube station just outside the would make the perfect shopping trip out. entrance and they also offer bus, taxi, Uber and Also its fun for all ages as there is such a coach services. wide variety of shops.

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Spitalfields market is located in the heart of the East End; this area is known for its amazing spirit, culture and strong sense of community. The market itself opened in the thirteenth century, by 1666 traders began operating in the area where spitalfield market stands today. Due to this bring so successful people began to settle in the area, many different religions and ethnicities began to move to the area and this is one of the reasons why there is such a diverse culture at spitalfield market.In the 17th Century traders began to set up stools and sheds

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to meet the peoples need for fresh fruit, Vegetables. This is where spitalfield market began, in the 1980s people began to bring other stools other than fruit and vegetable such as antiques and hand made goods. We now see today that many people come to spitalfield to set up their stools to sell their hand made goods, antiques and much more.

Spitalfield Market is open Monday – Friday 10am-5pm and on Saturdays it is open from 10am-6pm. Now spitalfield market has a mixture of independent, chain retailers and restaurants. The independent retailers are the people who have their own stools and the chain stores included tiger and gourmet burger kitchen.

I feel that people would choose to shop at spitalfield market because there are a large variety of different products sold at all the stools. Also anything you may buy from the market is original, there is also a huge culture at spitalfield market and it is well shown are there are many different countries food all in one area such as, Jamaican, Italian, Greek and Turkish.

Overall I feel spitalfield market is a great place for culture and a great sense of community. Also the products are so unique they cannot be found anywhere else which I feel makes the products very special compared to the products in a chain retailer.

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How Retailers communicate

In this report I will be comparing how a luxury brand and how a high street brand communicate to their audiences, I will be comparing Louis Vuitton and Missguided.

Louis Vuitton is a luxury, high-end brand which was founded in 1854 by a man called Vuitton in Paris; it sells very expensive products for

men and women of all ages however it is aimed at people from the age of 20-55 who value tradition, craftsmanship and style.

They products such as Handbags, Purses, Belts, Clothing, Jewellery, shoes etc.

Missguided is a UK based brand which started as an online retailer in 2009, they now ship to the USA,

Australia, France and Germany.

Missguided sells clothing and accessories with a target market of females aged 16-35. In 2016 Missguided moved from online and opened up a store in Westfield Stratford the brand also offers all ranges of clothing, including petite, tall and plus-size.

There are many ways to

communicate to an audience but the two main ways are online and offline, communicating offline includes having billboards advertising the brand, Magazine campaigns, Visual Merchandising displays, Bus and Tube adverts, Television adverts and also fashion shows.

Instagram where they have 2.4 to show off the brands new Million followers, on their social collections.

Medias they showcase much Louis Vuitton also have collaboration with many celebrities bill-boards, however these and social media influencers to bill-boards are only every located advertise their brand to their target in metropolitan areas, these market of 16-30 year old women as bill-boards usually feature a the majority of people are now on celebrity to target the more social media. They also have a contemporary target market of Facebook, Twitter and YouTube customer. Also Louis Vuitton has channel where they show an online website to show off the promotional videos and adverts to brands new collections. their 14,000 subscribers they also Louis Vuitton also have showcase these videos on television bill-boards, however these bill-boards are only every located as an advert. They also send emails to regular customers which include a in metropolitan areas, these newsletter of the new clothing lines bill-boards usually feature a or collaboration item which are now celebrity to target the more available to buy. Missguided also contemporary target market of communicate through offline customer. methods such as bill-boards on tubes also on the digital boards in shopping centres, also on London taxis.

Brands also communicate through online methods which have become very popular as everything is beginning to move online, these ways of communicating include emails which include newsletters of new launches or promotions the brand may have, YouTube promotion videos, Shoppable content, Bloggers and Fashion Also Louis Vuitton has an online shows which can be live streamed website which includes video to make it online. Also a huge part of communicating to an audience guides to show a mix of the history of the band and some styling tips In conclusion I found that as Louis for brands is using Social Media for the contemporary customer.

Vuitton is a luxury brand it is a lot which includes Instagram, Snap Louis Vuitton also have accounts more exclusive when it comes to chat, Facebook, Virtual Reality, on several social media platforms communication to their audience Periscope and many more social such as Instagram where they compared to a high street brand media platforms. showcase the products or have like Missguided. I feel that Louis Vuitton as a brand has a lot snippet videos of a sneak peak of Missguided tries to communicate of communication with their a new collaboration of collection to their audience in every way customers through high end which is coming soon, currently possible to gain more customers magazines such as Vogue and this account has 19.3 Million because as a customer you don’t Elle. Due to the majority of Luis followers. choose to see all these adverts as Vuitton customers being heavy Missguided are best known for they are everywhere. Whereas users, in the way that Louis Vuitton communicating to their customers Louis Vuitton’s communication with customers are regular shoppers through social media such as costumers is a lot more personal. they are sent seasonal catalogues

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Magic Mirror

Subscription box

Personal Stylist

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Retail Trends The world or retailers just keep

it a lot easier for customers to see

advancing and advancing in their way

products on themselves by being able

of selling products, many retailers now

to see what more products look like on

use different methods in their stores to

them it will result in customers buying

create an amazing shopping

more products therefor the retailer

experience for their customers.

gaining more money.

Retailers are now trying to incorporate

Other than using just technology in

technology into their in store

store retailer are using other methods

experience to make an easier way for

such as having a stylist in store. A

customers to shop. There are many

customer may go into store with an

ways retailers are using technology for

event or occasion they are going to

example a tore named Farfetch has a

and not know what to buy therefore in

system with their customisable

these store you can ask for a personal

products where there is a pyramid

stylist and they will chose the outfit you

screen behind the products which is

require.

customizable and the customer is able

Retailers are also using new methods

to, on the screen, choose the colour

out of store such as subscription boxes,

wanted and the product will be shown

this is where a customer will sign up

in a 3D video of the screen.

and pay a certain amount of money for

Other retailers use technology in the

a box of goods to come every week or

simple way of having Ipads or tablets

month. These boxes may contain

around the store where customers are

anything, depending on the company,

able to look to see if the product they

from clothes to stationary. Also many

require is in store and in their size. Also

companies now use same day delivery

some retailers now have ‘Magic Mirrors’

where the customer may pay a certain

which customers may use as a normal

amount of money for yearly same day

mirror or they can use the touch screen

delivery or just a one off same day

aspect where the customer is able to

delivery purchase.

choose an item of clothing they would

The future of retail is becoming digital

like to try on, however instead of trying

as everything now is done online. Soon

the item on the mirror will show the

enough you won’t even have to walk

product on our body. This makes

into a retailer.

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New Store Opening

Moschino in an Italian luxury brand known for its eady to wear fashion, Moschino never shy’s away from a controversial statement in their clothing or ads.

"My approach is a contradiction, I know, but why not?"

opening a store due to its crazy fashion, half of Moschino collections are made up of products which cannot be worn on a daily basis due to their outgoing designs. Also Moschino as a brand can be very controversial which might in the long run turn people away from the tore as their advertising campaigns can be so controversial where most people don’t agree with the brands intentions. On the other hand Moschino can be extremely successful with their campaigns when they’re less controversial and more people agree with the statements the brand is trying to communicate.

Overall I hope the store is very successful in its sales however due to the controversy surrounding the brand and some of the unwearable products I feel the brand in store products may be a bit

Moschino once said. The brand Moschino is also known for its headline grabbing fashion where they are not scared to collaborate with anyone from McDonalds to Barbie but Moschino never disappoints when it comes to its originality.

On November 1st Moschino opened up a store in Westfield Stratford, just in time for Christmas. The store stocks all Moschino newest collection for their ready to wear fashion. Hours before opening customers were queuing up to get a first look into the new Moschino store and also to get first picks on the newest collection. When the store opened However many people may love the brands in at 8am on the Wednesday morning crazed store clothing which is different a no one wants to shoppers barged into store. look the same as everyone else.

Personally Moschino isn’t the best brand to be

“Hit or Miss”.

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Topshop gets

TopShop and Topman Matarazzo as Dustin, known by the fans of get strange with their Finn Wolfhard as Mike, the show. Then on the newest collaberation Noah Schnapp as Will higher grounds of the with the youths most and Shannon Purser as store you can find popular netflix series, Barb. another crusial part of Stranger Things. Which the show called ‘the is a series about a group upside down’ where of young teens custmers will find Wills discovering an hut he created in the alternative univer fist season. This which they’ve called created a huge hupe for the launch of the ‘The Upside The collection consists colletiona and got of different t-shirts, Down’. people very excited.

With the relase of the sweaters, skirts, Hats, Due to the build up of lunch boxes, bags and second season of the launch of the many more products. stranger things on collection and the hit During the countdown October 27th came shows massive to the launch of the Topshops Stranger following the Topshop Topman Things collection came collaberation was collaberation with into stores. extremely successful Stranger Things the The Collection in a 28with almost everything Topshop stores in piece collection with a being sold out. Also the mixture of 80s inspired London, Birmingham, relase of the second Liverpool and clothing a merchandise series being just as including images of the Manchester got people successful as the first excited by teasing young actors in the season with customers with large show. The t-shirts showacse the young posters in the windows.

'14.07 million In the Oxford Circus actors in their Topsop Topman store people watching'. character with Millie has been made into Bobby Brown as hawkins lab which is a Eleven, Caleb the serie just over the character in the shows McLaughlin as 35 days afterit was labatory which is well Lucas,Gaten relased.

Chanel Brings The Old and New

Together in SS18 Catwalk Collection Chanel Spring summer collection is here, mixing the old with the knew. On Tuesday 3rd October 2017

‘Chanel spring summer 2018 collection ‘

was showcased at Paris fashion week, the classic brand did its self well. The brand has reinvented its self by mixing the old with the new, this has been done by using the classic Chanel tween and incorporating a transparent PVC. Also Chanel reinvented its classic tweed jacket with adding fringing, broader shoulders and wider collars. Karl Lagerfeld, the designer has obviously taken inspiration from the 80s with the stylish two piece looking suit, mini tweed skirt with the tweed jacket, which also has its broad shoulders from the 80s.

The new collection had a bold trend with the PVC incorporated into the clothing. The

products looked incredible with the mix of

‘Retro and modern styles’.

The most outstanding transparent products were the ankle, knee and thigh high plastic boots which were all completely clear with the brands classic heel and toe cap.

Other collection also included transparent hats, tote bags and also clear fingered gloves. Not only were people happily surprised by the collection its self but the actual catwalk was phenomenal with a huge madman water fall created all for the fashion show.

Overall people where very happy with the Chanel SS18 collection and loved the mix of the

‘old and the new’ Bringing the classic,heritage patterns and pieces and incorporating then with fashion today.

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Gucci Says NO to Fur The luxury Italian brand Gucci has announced they are going

‘fur-free’.

The decision has been highly supported by environmental groups such as the

Gucci CEO Marco Bizzarri has banned fur ‘Humane Society of the United from their spring summer 2018 collection and has States.' said they will no longer When the spring use real fur beyond this summer collection is collection. Bizzarri launched the luxury announced this decision brand will become part at a talk at the London of the College of Fashion, Bizzarri said about the move

‘Fur Free Alliance’

“demonstrates our absolute which is an group made up of more than 4o commitment to organisations which fight making for animals welfare in the sustainability an fashion industry.

Gucci has made this intrinsic part of decision due to many our business”.

Gucci believes one of their core values is to be socially responsible, and they will strive to

“do better for the environment and animals”.

other brands becoming fur-free, such as the fellow Italian brand Armani in 2016 announced they are no longer using fur in their collections.

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Glossary Advertisement - a paid announcement, as of goods for sale, in newspapers or magazines, on radio or television, etc Bleak - bare, desolate, and often windswept: a bleak plain Brand - A type of product manufactured by a particular company under a particular name Catalogue - a list or record, as of items for sale or courses at a university, systematically arranged and often including descriptive material Chain store - a group of shops that belong to a single company, have the same appearance, and sell similar goods Company - a number of individuals assembled or associated together; group of people Customer - a person who purchases goods or services from another; buyer; patron Customer Service - assistance and other resources that a company provides to the people who buy or use its products or services Editorial - an article in a newspaper or other periodical or on a website presenting the opinion of the publisher, writer, or editor Fashion - a prevailing custom or style of dress, etiquette, socializing, etc.: the latest fashion in dresses Floor plan - a diagram of one room, apartment, or entire floor of a building, usually drawn to scale Garment - any article of clothing: dresses, suits, and other garments

Glossary | BLEAK

High street - The main street of a town, especially as the traditional site for most shops, banks, and other businesses Independent store - Small stores with a single location or up to three locations often owned by an individual, a family or a two person partnership Luxuary - A state of great comfort or elegance, especially when involving great expense Market - A regular gathering of people for the purchase and sale of provisions, livestock, and other commodities Newsletter - a written report, issued periodically, typically by a business, institution, or other organization, that presents information and news to people with a specific interest in the organization or subject: our co-op’s monthly newsletter online retailer- is the sale of goods and services through the internet Product - a thing produced by labor: products of farm and factory; the product of his thought Retail - The sale of goods to the public in relatively small quantities for use or consumption rather than for resale Shopping centre - An area or complex of shops Social media - websites and other online means of communication that are used by large groups of people to share information and to develop social and professional contacts Store - an establishment where merchandise is sold, usually on a retail basis Trend - he general course or prevailing tendency; drift: trends in the teaching of foreign languages; the trend of events

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'Day in the life' ...

Fashion Buyer

First of all, you might be thinking

‘What is a fashion buyer?’

Well here is everything you need to know. A Fashion Buyer works for a particular department store, they go round to different manufactures who make shoes, clothing, accessories and other products. They also attend

‘Trade shows’ to decide what the store will have to sell each season. A fashion buyer has the job of making sure the store is on trend ad up to date with the latest fashion.

A Fashion Buyers day starts as any other office job, get to work at 09:00 and start the day by checking email, weather that’s from customers or suppliers.

The next couple of hours consists of

‘emailing clients or suppliers’ about orders.

Once the emails are complete a Fashion Buyer will help to prepare any parcels which need to be sent off this can rather be orders from customers from the

store or shipping material or colour samples to the manufactures.

After all parcels are ready to be sent it is preparation time for the meetings. A Fashion Buyer, before going into a meeting will make sure they know all the details for the selection process, the Fashion Buyer will have to know

‘prices, colours, reference numbers and styles’.

Then during the meeting a team of people from the store will discuss what that sold well. They also decided what they want to have in store, change the colour of, change the style, what they don’t want in store at all and what quantities of the products they do want, a meeting like this can last up to two hours.

After a meeting deciding the products a Fashion Buyer will then create document and spread sheets with

‘products, quantities, prices and sizes’.

They will then email the suppliers the documents about what the store requires. They then finis the day the way they started, by checking emails and contacting clients and supplier’s.

For a Fashion Buyer this is a normal day at the office, however a Fashion

Buyer travels all over the world to attend

‘fashion shows, trade shows and show rooms’ to see what the latest fashion so they can keep their store up to date.

Now you may be thinking

‘How does someone become a Fashion Buyer’, well first of all a fashion buyer has to be extremely confident, social and be able to negotiate as they have to work with many people every day to buy new products which will go into store.

Also they have to be competitive as the fashion industry is very competitive when it comes to what is in each store. As a fashion buyer you have a huge responsibility of what products are sold in store and also keeping the store on trend.

To become a fashion buyer, an entry requirement is to have a bachelor’s degrees in business, marketing or fashion. When people first come into the buying industry they usually start off as an assistant buyer and then as they gain experience they can work their way up to become a senior buyer.

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'Day in the Life' ...

Social Media Assistant We all know that

‘everyone is on social media’ these days but for some people it’s their job! A social media assistant works closely to the social media manager; they will work for a particular brand or store and will help to set up pages for the brand/store on social media such as

‘Instagram, Facebook and twitter’.

After setting up the social media pages they will then help to keep all the social media pages up to date with new and exciting post and also replying to comments of enquiries people may have. Also a social media

assistant will rely to emails from customers helping with any issues they have.

To be a social media assistant you have to be

‘completely engaged into the world of social media’ to keep up to date with the latest trends.

This means as well as working on the brands social media they will also have their own social media accounts to keep up with. A social media assistant is responsible for keeping the accounts

'up to date and on trend'

'finding a relatable voice for the audience' and then using that voice to connect with the audience through the posts they put up. The posts need to be engaging and informative for the customers and also exciting and entertaining to keep the customers following the accounts.

As a social media assistant it must be draining sat in front of a computer screen all day looking at social media and what’s going on in the world so it is important to give yourselves breaks from looking at the computer screen and distract your mind with something else for a few minutes.

You may be thinking.

with what else is going on in the social media world.

A social media assistant’s day starts as soon as they wake up and log onto social media, a morning tweet from a social media assistant can be put up as early as 07:00am as if they well to become a social media assistant are on their personal social media that links to it is preferred that they have a marketing their brand/company they can immediately or social media marketing degree. post and engage their audience.

‘how do you become a social media assistant’

However they also need to have technology and graphic design skills also During the day a social media assistant has a mixture of immediate up loads and long term they need to have strong communication skills, strong customer-service skills and planning for future post for launches or enthusiasm. anything of that type. Working on social media is mainly about

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