Bella Hadid x H&M Collaboration by Lotti Martin-Fuller

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CONTENTS PHASE 1: PAGES 03-04 - INTRODUCTION PAGES 05-06 - WHAT IS A DESIGNER/CELEBRITY COLLABORATION? PAGES 07-08 - WHY COLLABORATE? PAGES 09-10 - H&M BRAND IDENTITY PAGES 11-12 - H&M CONSUMER PAGES 13-14 - KENZO x H&M PAGES 15-20 - THE COLLECTION PAGES 21-22 - KENZO x H&M COLLABORATION RECEPTION PAGES 23-26 - LAUNCH EVENT PAGES 27-28 - WINDOW DISPLAYS AND VISUAL MERCHANDISING PAGES 29-32 - BRANDING PHASE 2: PAGES 33-36 - H&M x BELLA HADID PAGES 37-38 - TARGET AUDIENCE PAGES 39-40 - WHO IS BELLA HADID? PAGES 41-42 - BELLAâ&#x20AC;&#x2122;S BRAND IDENTITY PAGES 43-44 - BELLA HADID STYLE MOODBOARD PAGES 45-54 A/W 18/19 TREND SILHOUETTE RESEARCH PAGES 55-68 A/W 18/19 COLOUR RESEARCH PAGES 69-70 A/W 18/19 PRINTS & GRAPHICS RESEARCH: HUMANATURE PAGES 71-72 A/W 18/19 PRINTS & GRAPHICS RESEARCH: WORLDHOOD PAGES 73-74 A/W 18/19 TEXTILE RESEARCH PAGES 75-76 COMPETITOR ANALYSIS: TROUSERS PAGES 77-78 COMPETITOR ANALYSIS: SHIRT PAGES 79-80 COMPETITOR ANALYSIS: JACKET PAGES 81-82 COMPETITOR ANALYSIS PAGES 83-86 COMPLETE RANGE PLAN PAGES 87-88 MARKETING COMMUNICATIONS PLAN PAGES 89-90 BRANDING PAGES 91-92 PUBLICITY AND LAUNCH EVENT PAGES 93-94 SALES PROMOTION AND VISUAL MERCHANDISING PAGES 95-102 PRESENTATION BOARDS PAGES 103-104 REFERENCE LIST PAGES 105-109 IMAGE REFERENCE LIST PAGE 110 APPENDIX

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I N T R O D U C T I O N

Phase One The first phase of this journal will focus on the relationship between product, brand and target market by examining the KENZO x H&M brand collaboration. Through studying the marketing communications undertaken by this celebrity/brand collaboration, not only can the successes and failures of this promotional activity be established, but the effects on the brand’s image and status can be grasped.

Phase Two The second phase of this journal will detail an A/W18 capsule collection created in conjunction with H&M’s new celebrity collaboration - Bella Hadid x H&M. In order for the capsule collection to be created, Bella Hadid will be examined to find the target audience that blends with H&M’s core consumer whilst encapsulating the celebrities’ distinctive identity in the collection. Lastly, a marketing communications plan will be put in place to promote the collaboration in the most appropriate way.

Figures 3-9

WHAT IS A DESINGER /CELEBRITY COLLABORATION?

In general terms, a collaboration involves “an intricate blending of skills, temperaments, efforts and sometimes personalities to realise a shared vision of something new and useful” (John-Steiner et al., 2004). The fashion industry has immersed itself in collaboratively creating, with the first significant collaboration being Halston x JC Penney in 1983. From then onwards branding strategies have transformed into not only ‘sleeping with the enemy’, but ‘talking to strangers’ and benefitting from it (Ahn et al., 2010). According to Carroll, celebrity and designer collaborations can be considered as a “potent tool” in communicating with the consumer and have a “powerful” influence on their perception of the brand (2009, p.146). 5

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Figure 11

A collaboration can come in many forms, but as a whole it refers to “a product, collection or brand emerging from an alliance between at least one fashion brand or designer, and another entity” (Cope & Maloney, 2016, p.74). A collaboration can be a long-term strategic relationship or a short-term partnership, which is often used as promotional leverage for media coverage and ‘buzz’ around a brand.

WHY COLLABORATE?

Collaborations between a high profile designer and a high street retailer is “a promotional trend that has grown rapidly in recent years” (Posner, 2015, p.188) due to the many creatively collaborated successes which have been dubbed as “win-win” (Andersson, 2008, cited in Cope & Maloney, 2016). An alliance is formed between a brand and a designer to “facilitate the creation of something new, exciting and innovative” - something that hasn’t been created before by either brand (Cope & Maloney, 2016, p.79). There are many benefits for both partners encompassed, and it is vital for brands to keep themselves relevant and in the public eye, especially in an industry that “reinvent[s] itself every six months” (Alexander and Contreras, 2016). For high street brands, gaining months of free promotional media coverage can in turn generate an increased brand awareness and market credibility over time. However, according to Andersson (2008, cited in Cope & Maloney, 2016), for both entities involved the most significant reason to collaborate is their “sincere wish to reach out to a wider audience”. Both brands will have a different embedded core customer, therefore collaborating with a designer/ celebrity who shares different values can create a new point of market entry. This means both brands will have the chance to attract, and more importantly, retain a different consumer to the one they had before.

Figures 12-16

H&M BRAND IDENTITY

H&M prides itself on offering “fashion and quality at the best price in a sustainable way” (2018). The Swedish store is a leading global fashion company who aim to inspire people and have a desire to exceed their customers’ expectations. H&M has received a lot of praise for being an openly diverse company, welcoming all genders, ages, sexual orientations and races – it is exactly this that forms the ‘H&M spirit’. The brand themselves say; “We are different. We are big but we act small. We act in a sustainable way. We are so much more than fashion” (H&M, 2018). 9

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H&M CONSUMER

Despite H&M being a very diverse brand, there is still a core target consumer of fashion-conscious females aged between 18-30 with a middle range disposable income. H&M have a large millennial consumer market due to the fair price brackets that the products fall within, however upon interviewing customers in the Newcastle store, many said they shop in H&M as it provides ‘basic essentials’ rather than ‘fashion forward clothes’, and shopped in competitors such as Zara or Topshop for the latter (see appendix A). Despite this, studies have found that H&M have a 21% stake on high street fashion worn within this selected customer range, Zara are the market leader with 24% and Primark lagging behind on 5% (Chicisimo, 2011). This suggests that although they might not make ‘extremely fashionable & stylish’ items, they still do have a core loyal consumer who relies on their products. 11

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We are different. We are so much more than fashion. 12

KENZO x H&M

“We can't wait everyone the wo H&M, with creativity, fun fashi

The KENZO x H&M collaboration was announced on the 25th May 2016 to be released during A/W16/17. The 103-piece collection was said to be “rich in colour, print and detail” (H&M, 2016a), with both designers in talks just weeks after the Balmain collection sold out. The collection revisits Kenzo’s brand history, and takes inspiration from their fashion archives between the 1970s-1990s whilst representing the creative directors modern “street aesthetic” (H&M, 2016b).

The underlying theme of the collection is diversity, which is reflected in the choice of models in the lookbook (Lim, 2016, cited in Berrington, 2016). Featuring in the lookbook are an eclectic range of individuals, from writer and activist Amy Sall to musician Anna of the North. The collection in numbers is below:

Vintage Kenzo hosted fashion shows and sold clothes “inspired by global lifestyle, traditional Japanese garb, and Parisian high fashion” (H&M, 2016c). Kenzo is known for its loud prints, colours and cultural influences, which is in stark contrast to H&M known for its “basic essentials” (appendix A). Despite this, H&M agreed to make the most printed and colourful collection they have ever produced, with creative director Ann-Sofie Johansson explaining that the success to H&M’s collaborations is letting the designer do what they want – “we really do want their design and creativity” (Johansson, 2016, cited in Rackham, 2017).

272 Number of stores that will carry the ladies collection globally 252 Number of stores that will carry the men’s collection globally 38 Number of garments for ladies 30 Number of garments for men 26 Number of accessories for ladies 12 Number of accessories for men The following pages depict a selection of the ladies garments, mens garments and accessories.

The collection has revamped iconic pieces out of the Kenzo archive, such as a reworked Kenzo A/W 1982 Russian collection maxi-dress, as well as tigerprinted roll necks and leggings that were central to the brands 1980’s campaigns (H&M, 2016d). H&M have updated Kenzo’s nostalgic vision with a bold colour palette, and even more prints for a fraction of the price.

Figure 23

to share with orld of Kenzo x all of its n and love of ionâ&#x20AC;?

Figure 24

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THE COLLECTION

Ladies

Figures 26-49

THE COLLECTION

Mens

Figures 50-73

THE COLLECTION

Accessories

Figures 74-97

KENZO x H&M COLLABORATION RECEPTION

Figure 98 Figure 98

H&M are infamous for their designer/celebrity collaborations, of which all have been extremely successful. The KENZO x H&M collaboration doesn’t differ from this, it has proved to be a huge hit with “colossal queues” of devoted shoppers waiting outside the Oxford Street flagship store in London (Young, 2016). The price points of the items were fair – starting as little as £7.99 going up to £299.99, which is a fraction of the price of Kenzo’s original products. The success of the collaboration, and the success of the promotional tools used is reflected by “Ebay super-sellers” who resell the most sought after items for double, or triple the price they sold for originally (Young, 2016).

Figure 99

LAUNCH EVENT

In line with the growing trend towards experience marketing, the KENZO x H&M campaign decided to merge a fashion show, a PR event and a theatrical performance into a “multisensory environment” (Cope & Maloney, 2016, p.140). For this collaboration, the fashion event was the most influential marketing tool that communicated with the customer – as Jansson and Power said, “events…are central institutions in how fashion and design firms reach buyers and consumers” (2010, p.895). The KENZO x H&M launch party event took place at Pier 36 in New York, and was a closed-door invitee only guest list, who were chosen to view the limited-edition collection. A-list celebrities such as Elizabeth Olsen, Chance the Rapper, Charli XCX and Joe Jonas are just a few to attend the party which is “raucous – an explosion of wild colour and sound” (Kahn, 2016). Having celebrities at launch events raises the suspension and excitement surrounding the launch of the collection to the public – it also gives consumers a glimpse at what is to come (Cope & Maloney, 2016). 23

Figure 100

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LAUNCH EVENT

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Soon after all the guests have arrived, the attendees were ushered into a black room to be fully immersed into the composite brands DNA. Music reverberates around the room, a curtain drops and reveals “a pack of beatboxers and trumpeters in head-to-toe Kenzo” (Kahn, 2016). Models dance and strut to a medley of instrumentals, throwing Kenzo tote bags into the audience who are eagerly waiting to shop the collection – it isn’t too dissimilar from animals in the jungle. Shortly after, a pop-up shop is opened where the products are on sale for a limited time only to the party attendees. This buzz marketing leaves the consumer stimulated and satisfied and often the consumers share their experience online, creating a promotional domino effect (Posner, 2015; Rath et al., 2012). The KENZO x H&M launch event created a special experience which affected attendees “emotionally, psychologically and physically” (Cope and Maloney, 2016, p.140). Rath et al argue that “in an era of over-consumption, people are realizing that there is more than just buying products”, and the KENZO x H&M tangible launch experience supports this. 25

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WINDOW DISPLAYS & VISUAL MERCHANDISING

Figure 107

Figure 108

To accommodate the launch of the collection, the H&M flagship stores were transformed into a neon jungle. Displaying eye-catching window displays entices customers in and can be a very “powerful magnet” in leading to their eventual purchase (Posner, 2015). In terms of the Kenzo x H&M collection, window displays and in-store visual merchandising communicated the brand experience, helped consumers justify their purchases and ultimately led to “perceptions of exclusivity” (Cope & Maloney, 2016, p.161). 28

BRANDING

Figure 109

Figure 110

The KENZO x H&M collaboration is a form of co-branding in order to create a line of products which in turn leads to a composite brand (Leuthesser et al, 2003; Rath et al., 2014). Branding is an extremely important part of the success of a collaboration, therefore a distinct logo is created that represents both partners. Furthermore, to build a brand message and brand identity, the co-brand released a campaign shoot, shot by Jean-Paul Goude starring “seven diverse celebrities and figureheads” (Kenzo, 2016). The stars include; Iman, Rosario Dawson, Chance The Rapper, Ryuichi Sakamoto, Chloe Sevigny, Suboi and Xiuhtezcatl Martinez (Kenzo, 2016). Running alongside the campaign shoots are interviews of the figureheads recalling anecdotes of their lives, focussing around the main theme of inclusivity and diversity – the campaigns premise. 29

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Phase Two

H&M x BELLA HADID Taking into account the successes of the KENZO x H&M collaboration collection, the brand has decided to branch out and collaborate with a celebrity ‘it’ girl, model and fashion icon – Bella Hadid. Despite Bella being a millennial herself, the collection aims to appeal to all ages – style has no age limit. 34

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“I'm not trying to be this cool girl. If you’re trying to be something you’re not, it’s slowly going to bite you in the butt.”

Figure 117

TARGET AUDIENCE The H&M x Bella Hadid collection will be targeted at H&M’s core consumer – 1830 year old females who are extremely style conscious. This collection aims to eradicate customers placing H&M in the ‘basic essentials’ category, and getting into the ‘extremely fashionable & stylish category’ (see appendix A). H&M believes that collaborating with Bella will excite their existing consumer, whilst enticing a new wave of consumers from Bella’s loyal fans. Bella’s average dedicated fan does overlap with H&M’s; young females (students, graduates), middle range disposable income, without kids, city dwellers and extremely active on social media (blogs, Instagram etc.) However, although H&M prides itself on providing fashion forward garments, Bella’s style is more bold and chic than the brand, and therefore H&M will utilise the collaboration to build the most stylish collection yet, which brings in a whole new consumer.

WHO IS BELLA HADID? Bella Hadid is a 21-year-old supermodel who recently rose to fame on the back of her older sister’s fame, Gigi Hadid. Her mother is Yolanda Hadid, a DutchAmerican supermodel in her own time, and now a star of The Real Housewives of Beverly Hills. Her father, Mohammed Hadid, is a millionaire real-estate agent from Palestine. Bella has been dubbed as the “cooler” sister, she “looks more aloof, her face habitually arranged into a cheekbone-enhancing ‘fish gape’” (Marriott, 2017). Bella has an enormous 17.5 million Instagram following (Instagram, 2018), she is one of “the world’s most powerful models” who runs her empire from her handheld device (Marriott, 2017).

Figure 118

BELLA’S BRAND IDENTITY Figure 119

Bella thinks of herself as the ‘girl-nextdoor’, down-to-earth and bubbly, perhaps even shy role model (Marriott, 2017). Bella’s laid-back and chirpy personality is reflected in her eclectic wardrobe and overall style, and this resonates with many female millennials. Bella’s style is a mix of vintage and modern pieces, however it is the way that she pairs them that makes her outfits stand out from the crowd – she isn’t shy to wear “the weirdest piece ever” as she “doesn’t care what people think” (Hadid, 2017, cited in Newbold, 2017). Bella is a collector of vintage items, and has added pieces to her collection for over 8 years, from all over the world suggesting that her fashion influences come from different cultures and different eras (Newbold, 2017). Bella has also dipped her toe into social and political issues the US are facing recently, she attended the “No Ban No Wall” march in New York, and has claimed she is “Proud to be Muslim” (Hadid, 2017, cited in Marriott, 2017). The Hadid sister believes that her role in fashion can bring societal change; “it feels as though everything is finally coming together in the world of fashion; I feel like we are finally doing something for fashion that can make the world better” (Hadid, 2017, cited in Marriott, 2017).

Figure 120

BELLA HADID STYLE MOODBOARD

ZIP-DOWN JUMPSUIT

OVERSIZED LOWRISE WIDE LEGRIPPED JEAN

LOOSE HIGH-WAISTED TROUSER

OVERSIZED PRINTED BLAZER

RIBBED 90S POLO CO-ORD

COBALT DENIM TROUSER SUIT CO-ORD

80S INSPIRED SHOULDER PAD SUIT

CAMO PRINT

PARISIAN BERET

CROPPED KICK-FLARE JEAN

OVERSIZED SWEATER DRESS

CARGO TROUSER

Figures 121- 144

VINTAGE CROP NEON DENIM JACKET

MILITARY COMBAT TROUSERS

ULTRA HIGH-WAISTED WIDE LEG JEAN

OVERSIZED SHIRT

SHINY METALLIC SUIT

GEOMETRIC PRINT SUIT

90S PLAID VEST & TROUSER CO-ORD

ATH-LEISURE TRACKSUIT

LONG-LINE JEAN SHORT

DENIM MINI-DRESS

DOUBLE DENIM

SMALL OVAL SUNGLASSES

A/W 18/19 TREND SILHOUETTE RESEARCH Autumn/Winter 18/19 is the best time to release this capsule collection as Bella often layers her clothes and favours outerwear. Bella frequently garbs oversized, boxy, slouchy silhouettes which is in line with the key looks of this season. According to Sinclair, AW 18/19 sees a mix of “minimalism, romanticism and refined utility” (2016). Furthermore, luxury fabrics and intricate details bring these silhouettes to life, which play a strong part in the “seasonal message” (Sinclair, 2016).

1. BELTED STRAIGHT JEAN

Figure 145

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- WIDER CUT FOR AUTUMN/WINTER - SELF-TIE BELTS ADD STATEMENT DETAILS - INDUSTRIAL EXPOSED ZIPPERS MAKE IT LIKE STREETWEAR

Figure 147

There are 3 key themes to the apparel of AW 18/19; (Sinclair, 2016) 1. FUNCTIONAL UTILITY – Tidy minimalist silhouettes with “function and form”, oversized patchwork and pockets and utility details 2. FOCUS ON SLEEVES – Large, oversized long sleeves, bell shapes & cuffs 3. CINCHED WAISTS – Wrapped and tied waistlines focus on statement hardware and belts

2. DOUBLE BREASTED SUIT JACKET

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Figure 149

- CAN BE WORN FITTED OR OVERSIZED - BOTH CASUAL AND EVENING-WEAR APPROPRIATE - STATEMENT SILVER BUTTONS - SHARP SHOULDERS REMINISCENT OF THE 1980S

Figure 150

3. METALLIC VINYL MINISKIRT

Figure 151

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- BASED ON THE 1960S PELMET MINI SKIRT - BELTED WAIST EXCENTUATES THE FIGURE - WRAP DETAIL AT FRONT ADDS TO SIMPLE SILHOUETTE

Figure 153

4. OUTSIZED SHIRT

Figure 154

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- OVERSIZED AND BOXY SILHOUETTE - TWISTED SLEEVED SEAMS - EXTRA LARGE BREAST POCKETS - OPEN BACK DETAIL

Figure 156

5. EXTREME SLEEVE SWEATSHIRT

Figure 157

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- FLEECE SWEATSHIRT WITH ELASTICATED WAIST - EXTRA LONG SLEEVES - PROPORTIONS HAVE BEEN STRETCHED - ATH-LEISURE TREND - ANTI-ATHLETIC SILHOUETTE

Figure 159

6. MILITARY WIDE LEG TROUSER

Figure 160

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- EXTREME HIGH-WAISTED - EXTREME WIDE LEG - EXTREME LENGTH FOR DRAMATIC VOLUME - UTILITARIAN POCKETS SIT ON THE HIPS

Figure 162

7. BERET

Figure 163

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- PARISIAN STYLE - COMMERCIAL TRANSSEASONAL STAPLE - SENSIBLE DRESSING TREND

Figure 165

8. TIE BELT SET

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- PERSONALISED STYLING - MIX AND MATCH SET - PERFECT FOR CINCHING OVERSIZED GARMENTS

Figure 168

9. MILITARY BOILERSUIT

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- SHORT SLEEVES, CUFFED AT THE HEM - UTILITARIAN POCKETS AT THE FRONT - TABS ON THE WAIST TO CINCH IN AND MAKE MORE FITTED

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A/W 18/19 COLOUR RESEARCH The WGSN colour team (Boddy and Tebbutt, 2016) have forecasted that duality in colours and emotion is key to the AW 18/19 colour palette. Colours are more intense, and moodier and are forging “stronger psychological connections” (Boddy and Tebbutt, 2016). The team have forecasted four main colour trends; The Thinker, HumaNature, Dark Wonder, and Worldhood. The colour palettes chosen for the H&M x Bella Hadid collection follow the themes of HumaNature and Worldhood. HumanNature has a focus on deep autumnal colours with “fiery and energetic hues” of reds and oranges often seen on Bella, whilst there are khakis and beiges perfect for utilitarian and military outfits (Boddy and Tebbutt, 2016). Worldhood, however, is focused on youthful “global street culture” perfect for the more ath-leisure side of the capsule collection.

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HUMANATURE COLOUR STORIES

Figures 176-179

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WORLDHOOD COLOUR STORIES

Figures 182-185

A/W 18/19 PRINTS & GRAPHICS RESEARCH: HUMANATURE Figures 186-188

Figures 189-192

A/W 18/19 PRINTS & GRAPHICS RESEARCH: WORLDHOOD Figures 193-195

Figures 196-198

A/W 18/19 TEXTILES RESEARCH Figures 199-200

VINYL

CRI COTT

COTTON TWILL

Figures 205-206

SAT

Figures 201-202

ISP TON

TIN

Figures 203-204

LUXE TWILL Figures 207-208

RIBBED KNIT

Figures 209-210

COMPETITOR ANALYSIS: TROUSER

H&M

ZARA Figure 211

Description: Wide lyocell-blend trousers Price: £39.99 Make-up: Lyocell 81%; Polyester 19% Aftercare: Machine wash up to 30 °C Sizes: 6-20

Figure 212

Description: PALAZZO TROUSERS Price: £29.99 Make-up: 59% cotton, 41% linen Aftercare: Machine wash up to 30 °C gentle cycle Sizes: S, M, L

ASOS

TOPSHOP Figure 213

Description: ASOS DESIGN wide leg trousers with pleat detail Price: £25.00 Make-up: 73% Polyester, 18% Viscose, 9% Elastane Aftercare: N/A Sizes: 4-18

Figure 214

Description: Side Striped Wide Leg Chino Trousers Price: £49.00 Make-up: 100% Cotton Aftercare: Machine wash Sizes: 4-16

COMPETITOR ANALYSIS: SHIRT

H&M

ZARA Figure 215

Description: Oversized Shirt Price: Was £17.99, on sale for £12.49 Make-up: Cotton 100% Aftercare: Machine wash at 40 °C Sizes: 6-24

Figure 216

Description: OVERSIZED STRIPED SHIRT Price: £25.99 Make-up: 57% polyester, 43% cotton Aftercare: Machine wash up to 30 °C gentle cycle Sizes: XS, S, M, L, XL

ASOS

TOPSHOP Figure 217

Description: ASOS DESIGN Oversized Utility Shirt In Bluestripe Price: £28.00 Make-up: 100% Polyester Aftercare: N/A Sizes: 4-18

Figure 218

Description: Lightweight Casual Shirt Price: £25.00 Make-up: 58% Viscose, 42% Polyester Aftercare: Machine wash Sizes: 4-18

COMPETITOR ANALYSIS: JACKET

H&M

ZARA Figure 219

Description: Double-breasted jacket Price: £39.99 Make-up: Polyester 64%; Viscose 29%; Cotton 6%; Elastane 1% Lining: Polyester 100% Aftercare: Machine wash up to 30 °C Sizes: 6-20

Figure 220

Description: DOUBLE BREASTED JACKET Price: £69.99 Make-up: MAIN LINING - 100% polyester SLEEVE LINING - 95% polyester, 5% elastane Aftercare: Machine wash up to 30 °C gentle cycle Sizes: XS, S, M, L, XL

ASOS

TOPSHOP Figure 221

Description: ASOS Tailored Bold Spring Check Blazer Price: £55.00 Make-up: BODY: 63% Polyester, 33% Viscose, 4% Elastane LINING: 100% Polyester. Aftercare: N/A Sizes: 4-18

Figure 222

Description: Longline Suit Jacket Price: £49.00 Make-up: 76% Polyester, 18% Viscose, 6% Elastane Aftercare: Dry clean only Sizes: 4-18

COMPETITOR ANALYSIS It is vital to undertake comparative shopping and like-for-like product comparison when producing a new line in order to see the materials, price points, colours, promotional activity and visual merchandising the brandâ&#x20AC;&#x2122;s competitors have adopted (Posner, 2015). The results of the competitor analysis between H&M, ZARA, ASOS and TOPSHOP tell us where H&M sits in the market and therefore how to market the upcoming collection. H&M is the cheapest brand out of the four brands compared (based on three items), whilst ZARA is the most expensive. ASOS is the biggest competitor with a huge online presence and great student discount offerings and deals, however, ASOS rarely collaborate with celebrities or designers. This suggests that the USP (unique selling point) of this collection is the celebrity collaboration. On more analysis, Topshop occasionally adopt collaborations as a promotional tool which makes them arguably a more competitive force, however H&Mâ&#x20AC;&#x2122;s unique and low price points can win the consumers over.

H&M

ZARA

ASOS

TOPSHOP

Cheapest suit jacket and shirt, middle priced ranged trousers

Most expensive suit jacket, both shirt and trousers are middle priced ranged

Most expensive shirt, cheapest trousers, middle priced ranged suit jacket

Most expensive trousers and 2nd cheapest suit jacket and shirt

Mean price: £27.15

Mean price: £41.99

Mean price: £36

Mean price: £41

CHEAPEST - 1

EXPENSIVE - 4

MIDDLE CHEAP - 2

MIDDLE EXPENSIVE -3

Biggest range of sizes Dealt in XS-XL, and Sizes like H&M’s but - from 6-24 only provides range of offer from size 4-20 5 sizes

Sizes like H&M’s but offer from size 4-20

Use mainly polyester and cotton. Used Lyocell - an ecofriendly fabric

Use mainly polyester, Use solely of polyester, however one of the viscose and elastane. cheapest trousers include cotton and linen unlike others polyester

Expensive trousers are 100% cotton, shirt and trousers rely on polyester, viscose and elastane.

Aftercare has clear instructions, with the temperature included

Aftercare isn’t very detailed; “machine wash” or “dry clean only”. No temperature information

Offer student discount No student discount - 10%. Sometimes or codes. Only use changes to 20% sales promotions at end of season

Aftercare is not on the website - “Machine wash according to instructions on the label”

Offer student discount Offer student discount all year round - 10%. all year round - 10%. Often have 20% flash Rarely changes to 20% 24 hour discounts. ONLY AN ONLINE STORE HOWEVER

COMPLETE RANGE PLAN

Description: Belted Staight Jean Price: £39.99 Colours: Grey with light grey and gunmetal belt Make-up: 100% Cotton Belt: Cotton Twill Buckle: Plastic Aftercare: Machine wash at 40 °C Sizes: 6-20

Description: Double-Breasted Jacket Price: £49.99 Colours: Electric blue multi, Blue and red check Make-up: Electric blue multi: 100% Satin, Lining: Polyester 100% Blue and Red Check: Polyester 64%; Viscose 29%; Cotton 6%; Elastane 1% Lining: Polyester 100% Aftercare: Machine wash up to 30 °C Sizes: 6-20

Description: Military Wide Leg Trouser Price: £39.99 Colours: Khaki green multi, Rose purple multi Make-up: 100% Luxe Twill Lining: Polyester 100% Aftercare: Machine wash up to 30 °C Sizes: 6-20

Description: Metallic Vinyl Miniskirt Price: £35.99 Colours: Red Vinyl, Yellow Vinyl Make-up: 100% Vinyl Lining: Polyester 92%, 8% Elastane Aftercare: Machine wash at 40 °C Sizes: 6-20

Description: Military Boilersuit Price: £39.99 Colours: Camel/Khaki Make-up: 100% Cotton Twill Lining: Polyester 100% Pocket Lining: 80% Polyester, 20% Cotton Aftercare: Machine wash at 30 °C Sizes: 6-20

Description: Extreme Sleeve Sweatshirt Price: £29.99 Colours: Dark grey/Light Grey Make-up: 100% Cotton Aftercare: Machine wash at 40 °C Sizes: 6-20

Description: Outsized Shirt Price: £35.99 Colours: White Make-up: 100% Crisp Cotton Aftercare: Machine wash at 30 °C Sizes: 6-24

Description: Ribbed Beret Price: £7.99 Colours: Navy, Red, Taupe Brown Make-up: 92% Ribbed Knit, 8% Elastane Afterare: Machine wash at 40 °C Sizes: One Size

Description: Tie Belt Set Price: £9.99 Colours: Grey multi, Red multi Make-up: Belt 1: 100% Polyester, Belt 2: Metal Afterare: Wipe clean with wet cloth Sizes: XS-XL 86

Marketing Communications Plan After the product development process, H&M will need to put together a marketing communications plan. A marketing communications plan consists of strategic decisions (“mass vs niche marketing”), and tactical decisions (“including the types of communication and distribution activities to emphasize, introductory pricing, branding, and when to announce new items and delete old ones”) (Guiltinan, 1999). The following section of this report will focus on the promotional strategies that H&M will utilise to market the H&M x Bella Hadid A/W 18/19 Collection.

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BRANDING On the 20th May 2018, H&M will announce that the celebrity collaboration is underway for A/W 18/19, promising a collection of fashion-forward oversized silhouettes. The announcement will take place at 2pm (GMT-4), released onto both H&Mâ&#x20AC;&#x2122;s and Bella Hadidâ&#x20AC;&#x2122;s social media networks, as well as a media release. The announcement will be a single teaser campaign photo of Bella Hadid wearing heels and an oversized blazer. On the campaign photo the co-brand logo H&M x Bella will be embezzled. This begins the hype and continual press coverage. 90

Figure 225

PUBLICITY On the 2nd September 2018, the campaign stars and photos will be released, again onto social media networks and via media release. Magazines such as VOGUE UK, VOGUE USA, ELLE, DAZED & GRAZIA will be sent the photos to release at the specific time on the 2nd September. Campaign stars will be Bella’s close friends/family such as her sister, Gigi Hadid, best friends Kendall Jenner, and Hailey Baldwin. Alongside the campaign photos will be an informal interview of Bella showing her ‘girl-next-door’ persona and relatability to young women.

LAUNCH EVENT

On the 2nd October 2018, a month on from the campaign release, a press release consisting of pictures of the whole collection and their prices will be on the magazines above, and the H&M Magazine. This allows for a month of media coverage and buzz, aiding the customers path to purchase – they know what pieces they want from the collection before being able to actually purchase them. Furthermore, H&M will choose a handful of bloggers such as Bethan Roberts, Lissy Roddy, Sofia Coelho and YouTubers Sophia and Cinzia to promote the collection on their blog/YouTube channel, and will be invited to the launch event and sent sample clothing.

The launch event will take place in New York on the 25th October 2018 at an undisclosed secret loft which only invitees will know about. Media coverage will rely on the guests to use their social media outlets to post about the event. Furthermore, the whole event will be streamed live on H&M’s Instagram story, and there will be Snapchat filters with the tagline H&M x Bella on the filter. The event will feature a flash mob fashion show, in which Bella and the campaign girls will walk in, as well as a pop-up store. 92

Figure 226

VISUAL MERCHANDISING

SALES PROMOTION

There will be a big focus on the window displays and visual merchandising of the flagship stores. The mannequins will be modelled on Bella’s facial and body shape, as well as the campaign girls (Gigi, Hailey, Kendall) to infuse the theme of millennial ‘girlnext-door’ and her friends. A fashion timeline of Bella’s style will be displayed on the walls with a neon light hanging about the entrance spelling out BELLA. Alongside this, there will be an interactive tablet screen at both sides of the store (near the doors to draw people in) which is a quiz determining which campaign girl you most relate to.

Although H&M support student discount, the H&M x Bella collection will not. However, H&M will run a promotion which offers 5% off the second item bought from the collection which prompts the consumer to not only make one purchase, but two (Posner, 2015). This promotion will be offered to the consumer if they wait for 30 minutes whilst queueing to get into the online store to diffuse any tension caused by the wait – this is the same for the early adopters queueing outside flagship stores. 93

Figure 227

We have a lot of visitors on the site right now. This is due to the high level of interest in our H&M x Bella Hadid collection. We are working as efficiently as possible to give you access! As a token of our appreciation we are offering you 5% off one-time use code off your second item from the H&M x Bella Hadid collection. XHLDO190L

Thank you for your patience!

Presentation Boards

TARGET CONSUMER

x a Bell

Female Millennials (18-30) No children Fashion conscious Middle range disposable income Immersed in social media follows the latest trends and celebrity news Blogger/YouTuber Urban Living Emjoys art, music, and travelling

Presentation Boards

BELLA HADID BRAND IDENTITY

ZIP-DOWN JUMPSUIT

RIBBED 90S POLO CO-ORD

PARISIAN BERET

OVERSIZE LOW-RISE W LEGRIPPED J

COBALT DEN TROUSER S CO-ORD

CROPPED KICK-FLARE J

LOOSE HIGH WAISTED TROUSER

OVERSIZED PRINTED BLAZER

VINTAGE CROP NEON

MILITARY COMBAT TROUSERS

NIM SUIT D

80S INSPIRED SHOULDER PAD SUIT

CAMO PRINT

SHINY METALLIC SUIT

GEOMETRIC PRINT SUIT

D JEAN

OVERSIZED SWEATER DRESS

CARGO TROUSER

LONG-LINE JEAN SHORT

DENIM MINI-DRESS

DENIM JACKET

'Girl Next Doorâ&#x20AC;&#x2122;

ED WIDE JEAN

Presentation Boards

COMPLETE RANGE PLAN

H&M x

Bella Hadid

100

Presentation Boards

MARKETING COMMUNICATIONS PLAN BRANDING - CAMPAIGN SHOOT

x a l l Be

SALES

This

x a l Bel

101

We a of ou

SOCIAL MEDIA - WHICH CAMPAIGN GIRL ARE YOU?

LAUNCH EVENT IN NYC PROMOTION

We have a lot of visitors on the site right now. s is due to the high level of interest in our H&M x Bella Hadid collection.

are working as efficiently as possible to give you access! As a token ur appreciation we are offering you 5% off one-time use code off your second item from the H&M x Bella Hadid collection. XHLDO190L

Thank you for your patience!

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REFERENCE LIST Ahn, S., Kim, H., & Forney, J. A. 2010. Fashion collaboration or collision? Journal of Fashion Marketing and Management. 14(1), pp. 6-20 Alexander, B., and Contreras, L.O. 2016. Inter-industry creative collaborations incorporating luxury fashion brands. Journal of Fashion Marketing and Management. 20(3), pp. 254-275 Boddy, J., and Tebbutt, L. 2016. Global Colour A/W 18/19. WGSN. [Online]. [Accessed 22nd April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/68674/page/10 Carroll, A. 2009. Brand communications in fashion categories using celebrity endorsement. Journal of Brand Management. 17(2), pp.146-158 Carvell, N. 2016. Kenzo x H&M: how to get your hands on the collab if you missed out. GQ Magazine. [Online]. [Accessed 20th April 2018]. Available from: http://www.gq-magazine.co.uk/article/h-and-m-kenzo-release-date-mens Chicisimo, 2011. Brands people wear more often. [Online]. [Accessed 3rd March 2018]. Available from: http://www.internet2share.com/wp-content/uploads/2012/11/BrandsFeb2011.jpg Cope, J., and Maloney, D. 2016. Fashion Promotion in Practice. First Edition. Fairchild Books: London Guiltinan, J. 1999. Launch strategy, launch tactics, and demand outcomes. Journal of Product Innovation Management. 16(6), pp.509-529 H&M. 2016a. KENZO x H&M: Everything you need to know. [Online]. [Accessed 4th April 2018]. Available from: http://www2.hm.com/en_gb/life/culture/inside-h-m/kenzo-x-h-m--everything-youneed-to-know.html H&M. 2016b. KENZO x H&M: Everything you need to know. [Online]. [Accessed 4th April 2018]. Available from: http://www2.hm.com/en_gb/life/culture/inside-h-m/kenzo-x-h-m--everything-youneed-to-know.html H&M. 2016c. KENZO x H&M: Everything you need to know. [Online]. [Accessed 4th April 2018]. Available from: http://www2.hm.com/en_gb/life/culture/inside-h-m/kenzo-x-h-m--everything-youneed-to-know.html H&M. 2016d. KENZO x H&M: Everything you need to know. [Online]. [Accessed 4th April 2018]. Available from: http://www2.hm.com/en_gb/life/culture/inside-h-m/kenzo-x-h-m--everything-youneed-to-know.html H&M. 2018. Brands: H&M. [Online]. [Accessed 4th April 2018]. Available from: https://about. hm.com/en/brands/hm.html Instagram. 2018. Bella Hadid. [Online]. [Accessed 22nd April 2018]. Available from: https://www. instagram.com/bellahadid/?hl=en

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Jansson, J., and Power, D. 2010. Fashioning a Global City: Global City Brand Channels in the Fashion and Design Industries. Regional Studies. 44(7), pp.889-904. John-Steiner, V., Moran, S. and Seddon, F. 2004. Miell, D. and Littleton, K. (Eds). Collaborative Creativity: Contemporary Perspectives. Free Association Books: London Kahn, M. 2016. Inside the Kenzo x H&M Event. H&M Magazine. [Online]. [Accessed 6th April 2018]. Available from: http://www2.hm.com/en_gb/life/fashion/the-circus/inside-the-kenzo-x-h-mevent.html Leuthesser, L., Kohli, C. and Suri, R. 2003. A framework for using co-branding to leverage a brand. Journal of Brand Management. 11(1), pp. 35-47. Marriott, H. 2017. Bella Hadid: “It took me until this year to really understand my face”. The Guardian. [Online]. [Accessed 22nd April 2018]. Available from: https://www.theguardian.com/ fashion/2017/aug/09/bella-hadid-interview Newbold, A. 2017. Backstage At #VSFS2017 With Bella Hadid. VOGUE. [Online]. [Accessed 22nd April 2018]. Available from: http://www.vogue.co.uk/gallery/bella-hadid-victorias-secret Posner, H. 2015. Marketing Fashion. Second Edition. London: Laurence King Publishing Rackham, A. 2017. H&M: How the high street wins designers. BBC. [Online]. [Accessed 4th April 2018]. Available from: http://www.bbc.co.uk/news/entertainment-arts-41857321 Rath, P.M., Bay, S., Gill, P., and Petrizzi, R. 2014. The Why of the Buy: Consumer Behavior and Fashion Marketing. New York: Fairchild Books Sinclair, R. 2016. Key Items A/W 18/19: Women’s Apparel. WGSN. [Online]. [Accessed 22nd April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/69470/page/2 Young, S. 2016. KENZO X H&M arrival marked with overnight queues, extortionate ebay lots, and technical difficulties. The Independent. [Online]. [Accessed 4th April 2018]. Available from: https://www.independent.co.uk/life-style/fashion/kenzo-hm-collaboration-collection-launch-ebay-a7395366.html

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IMAGE REFERENCE LIST Figure 1: IMG MODELS. 2017. Bella Hadid | VOGUE UK Janurary 2018. [Online]. [Accessed 20th April 2018]. Available from: https://www.imgmodels.com/news/bella-hadid-vogue-uk-january-2018 Figure 2: IMG MODELS. 2017. Bella Hadid | VOGUE UK Janurary 2018. [Online]. [Accessed 20th April 2018]. Available from: https://www.imgmodels.com/news/bella-hadid-vogue-uk-january-2018 Figures 3-9: KENZO. 2016a. KENZO x H&M. [Online]. [Accessed 20th April 2018]. Available from: https://www.kenzo.com/en/kenzoxhm Figure 10: Carvell, N. 2016. Kenzo x H&M: how to get your hands on the collab if you missed out. GQ Magazine. [Online]. [Accessed 20th April 2018]. Available from: http://www.gq-magazine. co.uk/article/h-and-m-kenzo-release-date-mens Figure 11: Life After Football. 2015. H&M Balmaination. [Online]. [Accessed 20th April 2018]. Available from: http://lifeafterfootball.eu/hmbalmaination/ Figures 12-16: KENZO. 2016b. KENZO x H&M. [Online]. [Accessed 20th April 2018]. Available from: https://www.kenzo.com/en/kenzoxhm Figure 17: H&M. The H&M Way. [Online]. [Accessed 4th April 2018]. Available from: https:// about.hm.com/content/dam/hmgroup/groupsite/documents/en/hm-way/HM%20Way_en.pdf Figure 18: H&M. 2018. Brands: H&M. [Online]. [Accessed 4th April 2018]. Available from: https:// about.hm.com/en/brands/hm.html Figure 19: Pinterest. Fashion Promotions Board. [Online]. [Accessed 4th April 2018]. Available from: https://www.pinterest.co.uk/lottimartinfull/fashion-promotions/ Figure 20: Ilyashov, A. 2016. This Fashion Ad Completely Rethinks What A “Lady” Acts (& Looks) Like. Refinery29. [Online]. [Accessed 4th April 2018]. Available from: https://www.refinery29. uk/2016/09/123768/hm-fall-2016-commercial-shes-a-lady Figure 21: Pinterest. Fashion Promotions Board. [Online]. [Accessed 4th April 2018]. Available from: https://www.pinterest.co.uk/lottimartinfull/fashion-promotions/ Figure 22: Pinterest. Fashion Promotions Board. [Online]. [Accessed 4th April 2018]. Available from: https://www.pinterest.co.uk/lottimartinfull/fashion-promotions/ Figure 23: H&M. 2016. KENZO x H&M: Everything you need to know. [Online]. [Accessed 4th April 2018]. Available from: http://www2.hm.com/en_gb/life/culture/inside-h-m/kenzo-x-h-m-everything-you-need-to-know.html Figure 24: H&M. 2016. KENZO x H&M: Everything you need to know. [Online]. [Accessed 4th April 2018]. Available from: http://www2.hm.com/en_gb/life/culture/inside-h-m/kenzo-x-h-m-everything-you-need-to-know.html

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Figure 25: H&M. 2016. KENZO x H&M: Everything you need to know. [Online]. [Accessed 4th April 2018]. Available from: http://www2.hm.com/en_gb/life/culture/inside-h-m/kenzo-x-h-m-everything-you-need-to-know.html Figures 26-97: Berrington, K. 2016. What’s On Your Kenzo X H&M Wish List? Vogue. [Online]. [Accessed 20th April 2018]. Available from: http://www.vogue.co.uk/gallery/kenzo-hm-collaboration-look-book Figure 98: KENZO. 2016. KENZO x H&M. [Online]. [Accessed 20th April 2018]. Available from: https://www.kenzo.com/en/kenzoxhm Figure 99: KENZO. 2016. KENZO x H&M. [Online]. [Accessed 20th April 2018]. Available from: https://www.kenzo.com/en/kenzoxhm Figures 100-106: Svensson, E. 2016. Inside the KENZO x H&M Event. H&M Magazine. [Online]. [Accessed 20th April 2018]. Available from: http://www2.hm.com/en_gb/life/fashion/the-circus/ inside-the-kenzo-x-h-m-event.html Figure 107: Pinterest. 2018. H&M London, UK, ‘Go Green’. [Online]. [Accessed 20th April 2018]. Available from: https://www.pinterest.co.uk/pin/102949541461694449/?lp=true Figure 108: Glanfield, E. 2016. We’ve got our Kenzo! Fashion fans around the world brave the cold to snap up this season’s must-haves from H&M - but thousands more are frustrated as website crash makes it ‘harder than getting tickets for Glastonbury’. Daily Mail. [Online]. [Accessed 20th April 2018]. Available from: http://www.dailymail.co.uk/news/article-3900476/Hundreds-fashion-fans-queue-cold-excitement-mounts-today-s-launch-H-M-s-anticipated-collaboration-designer-Kenzo.html Figure 109: Conlon, S. 2016. H&M Confirms Kenzo Collaboration. VOGUE. [Online]. [Accessed 20th April 2018]. Available from: http://www.vogue.co.uk/article/hm-designer-collaboration-kenzo-2016 Figure 110-113: Berrington, K. 2016. What’s On Your Kenzo X H&M Wish List? Vogue. [Online]. [Accessed 20th April 2018]. Available from: http://www.vogue.co.uk/gallery/kenzo-hm-collaboration-look-book Figure 114: IMG MODELS. 2017. Bella Hadid | VOGUE UK Janurary 2018. [Online]. [Accessed 20th April 2018]. Available from: https://www.imgmodels.com/news/bella-hadid-vogue-uk-january-2018 Figure 115: Sawyer, J. 2016. Bella Hadid Goes NSFW for ‘PAPER’ Magazine’s Outspoken Issue. High Snobiety. [Online]. [Accessed 22nd April 2018]. Available from: https://www.highsnobiety. com/2016/12/06/bella-hadid-paper-magazine-nsfw/ Figure 116: Sawyer, J. 2016. Bella Hadid Goes NSFW for ‘PAPER’ Magazine’s Outspoken Issue. High Snobiety. [Online]. [Accessed 22nd April 2018]. Available from: https://www.highsnobiety. com/2016/12/06/bella-hadid-paper-magazine-nsfw/ Figure 117: Sawyer, J. 2018. Bella Hadid in Stunning in Giuseppe Zannotti’s SS18 Campagin. High Snobiety. [Online]. [Accessed 22nd April 2018]. Available from: https://www.highsnobiety.com/p/ bella-hadid-giuseppe-zanotti-ss18/ 106

Figure 118: IMG MODELS. 2016. Bella Hadid | Harper’s Bazaar Spain April 2016. [Online]. [Accessed 22nd April 2018]. Available from: https://www.imgmodels.com/news/bella-hadid-harpers-bazaar-spain-april-2016 Figure 119 and 120: Instagram. 2018. Bella Hadid. [Online]. [Accessed 22nd April 2018]. Available from: https://www.instagram.com/bellahadid/?hl=en Figures 121-144: Harper’s Bazaar. 2018. Bella Hadid’s Hottest Looks. [Online]. [Accessed 22nd April 2018]. Available from: https://www.harpersbazaar.com/fashion/street-style/news/g7905/bella-hadid-street-style/?slide=107 Figures 145, 146, 148, 149, 151, 152, 154, 155, 157, 158, 160, 161, 163, 164, 166, 167, 169 and 170: WGSN. 2016. Future Trends Critical Path A/W 18/19. [Online]. [Accessed 22nd April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/68821/page/7 Figures 147, 150, 153, 156, 159, 162, 165, 168, 171 and 172: Harper’s Bazaar. 2018. Bella Hadid’s Hottest Looks. [Online]. [Accessed 22nd April 2018]. Available from: https://www.harpersbazaar. com/fashion/street-style/news/g7905/bella-hadid-street-style/?slide=107 Figure 173-175: Boddy, J., and Tebbutt, L. 2016. Global Colour A/W 18/19. WGSN. [Online]. [Accessed 22nd April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/68674/ page/10 Figures 176-179: Boddy, J. 2016. Women’s Colour A/W 18/19: HumaNature. WGSN. [Online]. [Accessed 22nd April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/69230/page/1 Figures 176-179: Boddy, J. 2016. Women’s Colour A/W 18/19: HumaNature. WGSN. [Online]. [Accessed 22nd April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/69230/page/1 Figure 180-181: Boddy, J., and Tebbutt, L. 2016. Global Colour A/W 18/19. WGSN. [Online]. [Accessed 22nd April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/68674/ page/10 Figures 182-185: Boddy, J. 2016. Women’s Colour A/W 18/19: WorldHood. WGSN. [Online]. [Accessed 22nd April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/69233/ page/1 Figures 186-188: Watkins, H., and Wharton, I. 2017. Prints & Graphics A/W 18/19: Human Nature – Winter Pilgrim. WGSN. [Online]. [Accessed 22nd April 2018]. Available from: https://www.wgsn. com/content/board_viewer/#/70985/page/1 Figures: 189-192: Wharton, I. 2017. Prints & Graphics A/W 18/19: Human Nature – Nature Activist. WGSN. [Online]. [Accessed 22nd April 2018]. Available from: https://www.wgsn.com/content/ board_viewer/#/70909/page/1 Figures: 193-195: Wharton, I. 2017. Prints & Graphics A/W 18/19: Downtown Beats – Worldhood. WGSN. [Online]. [Accessed 22nd April 2018]. Available from: https://www.wgsn.com/content/ board_viewer/#/71917/page/3 107

Figures 196-198: Watkins, H., and Wharton, I. 2017. Prints & Graphics A/W 18/19: World Tribe – Worldhood. WGSN. [Online]. [Accessed 22nd April 2018]. Available from: https://www.wgsn.com/ content/board_viewer/#/71946/page/1 Figures 199-204: WGSN. 2016. Future Trends Critical Path A/W 18/19. [Online]. [Accessed 22nd April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/68821/page/7 Figure 205: Harper’s Bazaar. 2018. Bella Hadid’s Hottest Looks. [Online]. [Accessed 22nd April 2018]. Available from: https://www.harpersbazaar.com/fashion/street-style/news/g7905/bella-hadid-street-style/?slide=107 Figures 206-210: WGSN. 2016. Future Trends Critical Path A/W 18/19. [Online]. [Accessed 22nd April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/68821/page/7 Figure 211: H&M. 2018. Wide lyocell-blend trousers. [Online]. [Accessed 22nd April 2018]. Available from: http://www2.hm.com/en_gb/productpage.0638000002.html Figure 212: ZARA. 2018. Palazzo Trousers. [Online]. [Accessed 22nd April 2018]. Available from: https://www.zara.com/uk/en/palazzo-trousers-p07385177.html?v1=6142522&v2=1033001 Figure 213: ASOS. 2018. ASOS DESIGN wide leg trousers with pleat detail. [Online]. [Accessed 22nd April 2018]. Available from: http://www.asos.com/asos/asos-design-wide-leg-trousers-with-pleat-detail/prd/9270466?clr=olive&SearchQuery=wide%20leg%20trouser&gridcolumn=3&gridrow=3&gridsize=4&pge=1&pgesize=72&totalstyles=582 Figure 214: Topshop. 2018. Side striped wipe leg chino trousers. [Online]. [Accessed 22nd April 2018]. Available from: http://www.topshop.com/en/tsuk/product/side-striped-wide-leg-chinotrousers-7592953?bi=0&ps=20&Ntt=wide%20trousers Figure 215: H&M. 2018. Oversized shirt. [Online]. [Accessed 22nd April 2018]. Available from: http://www2.hm.com/en_gb/productpage.0632172001.html Figure 216: ZARA. 2018. Oversized striped shirt. [Online]. [Accessed 22nd April 2018]. Available from: https://www.zara.com/uk/en/oversized-striped-shirt-p08004022.html?v1=5564599&v2=401033 Figure 217: ASOS. 2018. ASOS DESIGN Oversized Utility Shirt in Bluestripe. [Online]. [Accessed 22nd April 2018]. Available from: http://www.asos.com/asos/asos-design-oversizedutility-shirt-in-bluestripe/prd/9462037?clr=multi&SearchQuery=oversized%20shirt&gridcolumn=3&gridrow=1&gridsize=4&pge=1&pgesize=72&totalstyles=208 Figure 218: TOPSHOP. 2018. Lightweight Casual Shirt. [Online]. [Accessed 22nd April 2018]. Available from: http://www.topshop.com/en/tsuk/product/clothing-427/shirts-blouses-4650801/ lightweight-casual-shirt-7534256?bi=0&ps=20 Figure 219: H&M. 2018. Double-breasted jacket. [Online]. [Accessed 22nd April 2018]. Available from: http://www2.hm.com/en_gb/productpage.0632162001.html 108

Figure 220: ZARA. 2018. Double breasted jacket. [Online]. [Accessed 22nd April 2018]. Available from: https://www.zara.com/uk/en/double-breasted-jacket-p02239778.html?v1=5539051&v2=797504 Figure 221: ASOS. 2018. ASOS Tailored Bold Spring Check Blazer. [Online]. [Accessed 22nd April 2018]. Available from: http://www.asos.com/asos/asos-tailored-bold-spring-check-blazer/ prd/9044322?clr=check&SearchQuery=suit%20jacket&gridcolumn=2&gridrow=3&gridsize=4&pge=1&pgesize=72&totalstyles=79 Figure 222: TOPSHOP. 2018. Longline Suit Jacket. [Online]. [Accessed 22nd April 2018]. Available from: http://www.topshop.com/en/tsuk/product/pistachio-suit-7628528?bi=0&ps=20&bundle=true&Ntt=suit%20jacket Figure 223: IMG MODELS. 2017. Bella Hadid | VOGUE UK Janurary 2018. [Online]. [Accessed 20th April 2018]. Available from: https://www.imgmodels.com/news/bella-hadid-vogue-uk-january-2018 Figure 224: IMG MODELS. 2017. Bella Hadid | VOGUE UK Janurary 2018. [Online]. [Accessed 20th April 2018]. Available from: https://www.imgmodels.com/news/bella-hadid-vogue-uk-january-2018 Figure 225: Pinterest. 2018. Gigi Hadid, Bella Hadid, Kendall Jenner & Hailey Baldwin. [Online]. [Accessed 22nd April 2018]. Available from: https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=2ahUKEwi5uIDuydjaAhVHcRQKHZjPCpcQjhx6BAgAEAM&url=https%3A%2F%2Fwww.pinterest.co.uk%2Fpin%2F662662532642891862%2F&p sig=AOvVaw2vcR93sEdehTIskxcXrhB6&ust=1524853823205099 Figure 226: Bocconi Students Investment Club. 2017. Hennes & Mauritz AB: A Bear in the Swedish Woods. [Online]. [Accessed 22nd April 2018]. Available from: http://www.bsic.it/hennes-mauritz-ab-bear-swedish-woods/ Figure 227: Fashion United. 2014. LIVE: Alexander Wang x H&M Launch. [Online]. [Accessed 22nd April 2018]. Available from: https://fashionunited.uk/news/fashion/live-alexander-wang-x-hm-launch/2014110614473

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APPENDIX A.

Newcastle H&M store visit (March 10th 2018, 2pm) – questionnaire based on 10 people

1. - - - -

How often do you shop in H&M? Rarely (2) Occasionally (5) Once a week (2) Several times a week (1)

2. -

What would you say best describes H&M’s product range? Basic essentials (4) Basic, with a few fashion forward items (3) Fashion forward clothes (2) Extremely fashionable & stylish (1)

3. - - - -

What age bracket do you fall in? Under 18 (2) 18-25 (3) 26-32 (3) 33+ (2)

4. - - - - -

When you shop at this store how much do you usually spend? Under £10 (1) £11-25 (3) £26-40 (4) £40-65 (1) £66+ (1)

5. - - - - -

Who do you think is H&M’s biggest competitor? Primark (1) ZARA (4) Topshop (3) Mango (1) Other (please specify) – ASOS ‘hands down’ for online shopping

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x a l l e B