Fmrk3751journal by Lindsay Smith

EUROTRIP JOURNAL LONDON TO PARIS: 05/19/15 – 05/28/15

JUNE 5, 2015 LINDSAY SMITH FMRK3751 - Europe Field Experience

Table of Contents Daily Journal……………………………………………………………………………………………………………………………..….2 About EDITD……………………………………………………………………………………………………………………………….12 Appointment with EDITD……………………………………………………………………………………………………………14 About Burberry………………………………………………………………………………………………………………………..…15 Appointment with Burberry……………………………………………………………………………………………..………..17 Blog……………………………………………………………………………………………………………………………….…………..18

Day 0 (May 19th, 2015)  Flight from Los Angeles, California to London, England o Got to enjoy my upgraded seat and lots of leg space o Met a girl from England who gave me her Cosmo magazine after she was finished reading it o Ate airplane dinner and breakfast (Not the best!) o Tried taking a nap to prepare for excursions; ended up getting about an hour or 2 of sleep  Lots of tossing and turning  Felt like I should have been tired but my excitement kept me awake

Day 1 (May 20th, 2015)  Arrived in London, England o Somehow I still had energy o Whole group got to see Pete Wentz from Fallout Boy  Trip from airport to hotel  Hotel check-in o Lots of waiting (BOOO!) o Had to leave luggage in storage room and brush my teeth in public restroom (DIRTBALL!)  Took a walking tour of London to see the major sites o First things first, STARBUCKS! o Got to see the London Eye, Big Ben, and House of Parliament o Climbed a monument with Jenn and Kallie and took some silly pictures o Shopped for selfie stick and souvenirs (#selfie!)  Ate some Indian food for the first time o Connected to Wi-Fi and update parents on trip  Did some more venturing  Finally went back to sleep in my nice comfortable bed designed for one of the seven dwarfs with Merced and Monica!

Day 2 (May 21st, 2015)  Woke up and got ready for the day  Checked out one of Burberry’s stores and some Bespoke shops o Discovered that the lining to my dress was annoyingly TOO SHORT! o Saw one of Burberry’s shops that features a digital mirror o One of the shops I saw was featured in the movie Kingsman  Made the journey to find EDITD  Met with EDITD and asked them my questions  Got a quick lunch o Ate ramen from a place that I scoped out on the way to the appointment  Made the journey to find Burberry (BARELY MADE IT!) o Met with Burberry and asked them my questions  Did some venturing and checked out some stores with Monica and Shani o Bought a sweater and pair of pants to change into (PHEW!)  Had a late dinner and got a drink at a local pub with Andy, Kallie, Merced, Monica, and Shani o Was considering sneaking off to Amsterdam for an overnight trip, ultimately decided against it because it was “too far,” when I was really just tired  Went back to hotel room and got some shut eye

Day 3 (May 22nd, 2015)  Woke up and got ready for the day  Made a trip out to Windsor Castle o Got a quick lunch o Toured the castle mostly by myself o Tried to fit in some shopping  Took a bus tour of London to see the major sites o Met by Westminster Abby  Did some quick shopping o Drove all through London o Saw Buckingham Palace and the “Changing of the Guard” o Saw The Tower of London and London Bridge  Went out with some friends to experience the night life o Ended up in SoHo with Merced, Monica, and Shani o Ate at this place called Garlic and Shots (It wasn’t my idea, the food was horrible, and the restroom was disgusting) o Got some drinks at a couple pubs  Drinks were weak! (And I am not much of a drinker) o Lost my group at one point (SO SCARY!)  Met up with Andy and Kallie, all went back to the hotel as a group o Other people got alcohol and I got 2 chocolate soufflés (MMMM!)  Went back to the hotel and knocked out!

Day 4 (May 23rd, 2015)  Was dealing with women problems so I stayed behind while the rest of the group went to Brick Ln. and V&A for Alexander McQueen (Hey, at least I saved some money!) o Slept in and relaxed o Got ready for the day  Met up with rest of the group o Got Starbucks o Went over to see the Alexander McQueen play  Took pictures, and shared a cigarette with some locals where I talked about myself and schooling  The play was AMAZING! (I actually was trying to hold back the tears  There was a scene where I felt like they literally pulled from reality and improvised using the situation from earlier when I was talking to this local couple (It was the weirdest thing!). I remember, they started talking about this fake blond haired woman sitting in the crowd wearing a black skirt that was a little too high, who had been smoking a cigarette, who’s well learned… they even took it deeper, analyzing her personality and what she’s feeling, thinking, going through… the only thing that was different was that the woman that they were describing was 5’8, and I’m 5’6.  I naturally looked up Alexander McQueen, who he was, what was he about, and everything  This is when I found out about his dark history and how he took his life (WOW!) o Stayed behind with Marlee and got a couple drinks o Did some venturing  Walked by Buckingham palace at night  Walked by the Ritz  Ate at an Italian restaurant called Franco’s and got some spaghetti o Went back to the hotel and slept

Day 5 (May 24th, 2015)  Woke up and got ready for the day  Took the bus to the Chunnel  Grabbed something to eat at the train station  Lost my cute umbrella that I bought at Westminster Abby  Traveled from London, England to Paris, France - Did my makeup on the train with Merced  Took bus from train to hotel  Went to a flea market in France - Explored the sites with Andy, Kallie, Monica, and Shani - Got something to eat and had my first run in with a language barrier  Headed to the Seine River in Paris and toured the city with Andy, Kallie, Monica, and Shani - Finally made the connection why the whole city smells like urine, no one wants to pay to go to the restroom  Took a boat tour of the city and saw all the beautiful landmarks  Took a bus tour of the city to see the city lights - Stopped in front of the Eiffel Tower to see the infamous hourly light show (YASSSS!) - Got my first French crepe (Mmmmmmm!)  Headed back to the hotel and got my beauty sleep

Day 6 (May 25th, 2015)  Woke up and got ready for the day  Took the bus to the Louvre  Explored the Louvre with Andy, Monica, and Shani o Got to see Medieval Moat, Saint Mary Magdalene, Napoleon III Apartments, Mona Lisa (A LOT smaller than I expected), and The Winged Victory of Samothrace  Ventured out on my own to explore the Louvre o Got to see The Lacemaker, and The Cheat with the Ace of Diamonds o Ate lunch on the balcony of the Louvre and got to enjoy the sites and meet some other tourists o Went shopping for souvenirs  Took a walking tour of Paris o Got to see Notre Dame, and the Latin Quarter o Got lost in Paris with Andy, Monica, and Shani (Somehow we got lost while being lost on top of being lost!) o Found a place to eat and ordered some food (Not the greatest) o Found our way back to the Louvre  Had macaroons and champagne at the upscale Cafe Marly with Andy, Monica, and Shani (I felt like royalty!)  Headed back to the hotel and got my beauty sleep

Day 7 (May 26th, 2015)  Woke up and got ready for the day  Took the bus to see the Palace of Versailles  Walked through the gardens with Andy, Monica, and Shani (SO BEAUTIFUL! I need to go back!)  Took a walking tour of the palace o Separated from the tour and walked through the palace on my own (AMAZING!) o Found some time for shopping  Took the bus to see the highest point in France INSTEAD of staying at the gardens (Sad face!) o Took a train up to the top o Explored through the city at the top of the hill and in the church o Ate dinner with the group  Headed back to the hotel and got my beauty sleep

Day 8 (May 27th, 2015)  Woke up late, hung out in the room, and got ready for the day  Met up with the group for lunch  Left with Andy, Kallie, Monica, and Shani to tour through the city o Went shopping and spent my last Euros o Bought a crepe o Walked down to the Seine River and hung out with Andy, Jenn, Kallie, Merced, Monica, and Shani o Drank some wine o Took in the view of the Eiffel Tower o Walked down to the Eiffel Tower and hung out under it  Headed back to the hotel o Stayed up and packed o Went to sleep

Day 9 (May 28th, 2015)  Woke up, grabbed all my stuff, and met everyone downstairs o Grabbed a quick continental breakfast  Took a cramped van to the airport (Apparently we got a driver that JUST got his license)  Traveled from Paris, France to Dallas, Texas o Got to eat airplane food again (yay...) o Tried to get some sleep  Landed in Dallas, Texas o Rushed from one plane over to the other  Traveled from Dallas, Texas to Los Angeles, California o Had to travel around a storm (What a bumpy ride!)  Landed in Los Angeles, California (Sigh of relief!) o Boyfriend met me at the airport to pick me up

About EDITD: Company Overview EDITD is a "Big Data" analytics company that collects data related to fashion, analyzes it, and presents it to its customers in a useful manner so that they can use the collected data to figure out an effective marketing plan. These marketing plans usually consist of an array of data and decisions: whether to start a product line, end a product line, color trends, design trends, copy a trend in that product, provide another option in that type of product, change a product, update a product, provide a discount, figure out what the optimum discount is, figure out when to offer a discount, etc. All this data is provided in the customer's account on EDITD's website or emailed to the customer based on a schedule the customer selects. Each customer can pick a "package" based on the amount of information they choose to be fit. This type of marketing can be very helpful for those companies trying to prevent millions of dollars being wasted on releasing a product that may not be in line with current trends or even discontinuing a product because it is no longer bringing in enough revenue to cover the company's fixed costs. This method of marketing known as data analytics acts as a proactive measure those companies can use to plan four steps ahead of their competitors, and essentially prevent any major disasters from occurring. They can also use this tool to control their industry or market and the amount of supply and demand. What Makes the Company Impactful/Successful EDITD is a revolutionary company that has provided companies the capability to use data collected online to create a more successful marketing plan, and this essentially saves the company endless amounts of money. They have provided an easy way for companies to gather all the data that is available online and organize it in to useful comprehensive qualitative data. Data can be compared to other data in a myriad of different ways based on market, region, type of product, etc. Marketing and Design Concept Their marketing is purely based on word-of-mouth by customers who are satisfied with their services. They mostly let their product speak for itself. The design of their website and the user interface seems to be modern, simple, and user-friendly. Leading Competitors According to Fortune, a British trend forecaster known as WGSN seems to be EDITD's major competitor in "Big Data" analytics. How Has the Company Been Affected by Environmental Factors? Since the economy and technology is growing and constantly focused on innovation, they constantly monitor the use of their website and check up on their customers to see which features need to be added, deleted, or changed. EDITD understands that there are socio-cultural and global trends that vary based on country and region, so they have provided the option for their customers to customize the type of data that is being in order for the companies to get a better understanding of the broad differentiation between countries and regions.

How Has the Company Embraced Social Media? EDITD understands that social media plays a huge part in today's generation and embraces it whole-heartedly. In fact, much of their data that they collect and analyze is collected from social media websites.

EDITD Appointment: Questions 1. Your site talks about geographies. I know that where I live, trends vary based on location (for example beach cities vs. the Hollywood scene). Do your analytics provide data based on locations, even down to counties or towns? - They only provide data based on country. 2. According to one of your recent blogs titled, â&#x20AC;&#x153;Finding your discounting sweet spot,â&#x20AC;? it talks about the sweet spot being anywhere between 36-40% in order to sell at the optimum amount of time, and anything lower or higher than that would stay on the shelves for too long. What are your thoughts on providing coupons or loyalty programs as opposed to discounting products? Do you think that this would be a more effective/non-effective way of reducing the likelihood of products staying on the shelves too long? - Not asked. 3. Would you say that the line is becoming more blurred when it comes to dressing for the season or time of day? - Yes. 4. Do you find that consumers follow celebrities more than social trends within their group? - Not asked. 5. What are the top 3 trends you foresee in S/S 2016? - Not asked. 6. Do you have any personal advice for a young professional such as myself about trying to get ahead in the world? - Not asked. Bonus question: I work for a company that also does data analytics, but for production studios. Do you use computer programs or actual people to track all the information? - Computer program.

About Burberry: Company Overview Burberry was established in 1856 by the 21 year-old Thomas Burberry and has been recognized as a luxury brand since its origin. Burberry originally only focused its attention on the trench coat, and subsequently coined the term gabardine, which referred to the durable and unique fabric they used to design their coats. They eventually started marketing their trench coats to men serving in the war because they were so durable and were designed for utility. After many years of existence, Burberry branched out from trench coats to accessories such as purses, scarves, and wallets, clothing such as men and women's wear, shoes, and more recently, their beauty line. They pride themselves in their long lasting name and quality. Burberry has many different departments that serve to keep the business flowing smoothly. Now Burberry shops can give you the option to design your own trench with certain colors and designs. Over the years, Burberry has branched off into several other lines named Burberry Brit, Burberry London, and Burberry Prorsum. What Makes the Company Impactful/Successful The company has existed for many years and has proven to be a household name, even to those who necessarily cannot afford the brand. When people think of Burberry, it is often synonymous with their popular plaid pattern that is featured in many of their products. The Chief Executive Officer of Burberry, Christopher Bailey, a forty-something year-old business man, has been with Burberry since May of 2001. In addition to being the CEO, he has served as Chief Creative Officer since November 2009. Bailey has continued to bring that real classical and traditional look to Burberry’s lines that keeps the revenue rolling in. He has helped launch British Vogue’s first ever “Vogue Festival.” Marketing and Design Concept Burberry has their own marketing department with employees who know what they are doing. They have several branches within their marketing department that focuses on the different parts of marketing, such as event coordinators, social media experts, etc. They like to make sure they have a strong social media presence so they have accounts with smaller known social media platforms or ones that are only offered in certain countries. Leading Competitors According to Morningstar, a French brand that many people know as Louis Vuitton seems to be one of Burberry's top competitors. Both companies offer an array of luxury items that could measure up to each other in that classical and traditional design sense as well as quality. How Has the Company Been Affected by Environmental Factors? Burberry has been affected by the economy in ways that most luxury brands usually are affected. Being that they are a luxury brand, they suffer any time countries like America have a recession. As far as technology, they were having many legal battles with other companies who were ripping off Burberry's popular plaid design and featuring it in their products without the permission of the company. For socio-cultural and global factors, Burberry is an international

company that recognizes its customers and the fact that they come from many parts of the world. In order to deal with language barriers, Burberry has stationed sites all over the world that employ people who know the native language so that they are better able to help customers. How Has the Company Embraced Social Media? They understand that social media is a leading trend in today's generation and embrace as many types of social media interfaces as they can. They have social media presence across the board, and even on social media applications that are only offered in Asian countries. In order to maintain all their social media accounts, they have a separate team that handles all the social media platforms.

Burberry Appointment: Questions 1. Where do you see opportunity for growth in Burberry? - Social media. 2. Do you feel that it would benefit/hurt the brand to offer products that appeal to a niche or mid-market sort of like what Michael Kors has done in order to broaden its horizons? - Burberry focuses more of their attention on luxury items. 3. Would you say that the line is becoming more blurred when it comes to dressing for the season or time of day? - Not asked. 4. Do you find that consumers follow celebrities more than social trends within their group? - Not asked. 5. What can we expect for your S/S 2016 collection? - Not asked. 6. Do you have any personal advice for a young professional such as myself about trying to get ahead in the world? - Not asked. Bonus question: As far as data analytics, do you have an in-house marketing department to take care of that, or do you use outside sources such as companies like EDITD? - They did not know the answer to that question.

Blog Post: My trip to London and Paris was amazing! I always thought that people should give themselves the chance to travel, but after going on this trip, I am even more convinced that people should travel to different parts of the world. I think it important for one to travel to get a better sense of different cultures and what other parts of the world are like. Earth is too large of a place to ignore more than 90% of it and what it has to offer. On my trip, I learned many things. I learned about the culture, environment, people, society, weather, etc. In England, one of the main things I learned about was that people did not focus on their physical features as much as the materialistic things that they possess. I noticed that women did not seem to spend too much time on getting ready, doing their hair, or doing their makeup. They seemed to embrace their natural beauty. Men and women seemed to focus more on the materialistic things. It seems as though these materialistic things were worn to show class type. The farther you got into "Zone 1" or the heart of London, people would dress to impress whether they were on the streets or the "Tube." In France, their architecture was very extravagant. There were gold embellishments everywhere, and although I am not a huge fan of yellow gold, they seemed to add gold in a tasteful way that enhanced the beauty of the architecture. Now I understand why Marie Antoinette was beheaded, she spent like there was no tomorrow. Their landmarks and monuments seem to be located closer together compared to England's, but that may have to do with the fact that they are a smaller country. Overall, France was a beautiful country that did not smell that great. Both countries were beautiful in their own respects. I cannot say that I liked one country more than the other did because they both offered beautiful scenery that included a large amount of interesting architecture and history. I look forward to the day I can go back again on my own time and truly take in the sites!