L Mumford Final Year Fashion Marketing Major Project by Lucy Mumford

Mini Boden Box

Lucy Mumford 201005569

Fashion Marketing Major Project: Realisation

Brand Overview

Customer Profile

101

Marketing Plan

Product Development

Launch Party

Reference & Appendix

119

The Game

Influencer Marketing

Contents

Brand 5

overview 6

Our mission...

Who are we?

The Mini Boden Box is a new delivery service modelled on the subscription box initiative which has become increasingly popular in recent years. It will deliver Mini Boden clothing direct to the customer, with them choosing the amount of product they receive and the regularity of it. Based upon the products they return, and reviews left, AI will then better be able to choose products to send out to the customer in their next box, making each box personalised to its buyer. Furthermore, the clothing will â&#x20AC;&#x2DC;growâ&#x20AC;&#x2122; alongside the child, increasing in size every time they have a birthday. Built with circular design in mind, once the clothing has been used by the child, it can be returned back to Boden to be recycled into new fibres or donated to worthy causes. In return, the parent will receive discounts for future orders.

During the research stage it was found that innovation within the childrenâ&#x20AC;&#x2122;s product market has been plentiful. Much of it has centred around relieving parental responsibility, child learning and intelligent child-friendly homewares. However, development has not been continued to the same level in the childrenâ&#x20AC;&#x2122;s apparel sector. The Mini Boden Box offers a unique and highly personalised delivery service that has not yet been seen within the industry. It aims to give busy parents back their time by directly providing them with product tailored to theirs and their childâ&#x20AC;&#x2122;s wants and needs.

USP

Values Convenience Conscious design Quality Innovation Personal Fun

Business model Signs up to subscription

Customer

Sets up online profile

Reviews and returns help AI better choose clothes for next box Customer is incentivised to repeat purchase

Customer gets money off next purchase

Items received at warehouse

Fibres used to make new clothing

Brand revenue increases

Material is recycled

More purchased created

Order received at warehouse

Returns unwanted items

Used items returned

Order is shipped

Product delivered

Customer reviews clothes

Clothing wears out

Child uses clothing

& Friends/peers become interested

Word of mouth

Social media sharing

Worker’s Rights ‘Through our HERproject we are empowering and educating the women in our production lines by providing them with access to health, nutrition and family planning they may not otherwise have.’

Global Shipping ‘Right now, The Mini Boden Box can be shipped throughout the UK, the rest of Europe and the USA. We are aiming to expand our shipping countries long-term.’

Free Returns ‘Don’t like what you received? You can return them free of cost within 3 months – we’ll keep track of what you send back so we can send you products we’re sure you’ll love next time.’

Thoughtful Design ‘A member of the Better Cotton Initiative, using over 80% recycled materials for packaging and creating swimwear fibres from ocean plastic waste, The Mini Boden Box is committed to designing with sustainability in mind.’

Quality Guarantee ‘All of our clothes are made to the highest standard. We are so sure of our Quality, that we have a 365-day fix or replace product guarantee.’

F10

Physical properties F11

Pricing

F13 F12

The Mini Boden Box will have a lower product pricing architecture than if the same clothing was to be purchased outside of the box – this creates a buying incentive. Each box will be comprised of a mixture of primarily lower and mid-cost items, with occasional higher-cost items, reflective of the overall box cost. The buyer can control the regularity of the box and the number of items it contains. A more regular box with more items inside it means a greater saving will occur. The average saving expected per item in the box is £2.50 - £4.

Bi-annual box: 4 item box = £80 6 item box = £112 8 item box = £135

(£20 per item) (£18.60 per item) (£16.85 per item)

Quarterly box: 4 item box = £74 6 item box = £99 8 item box = £126

(£18.50 per item) (£16.50 per item) (£15.75 per item)

Visual branding Primary logo

Mini Boden Box Secondary logo

Mini Boden Box

Primary font

Secondary font

ABCDEFGHIJKLM NOPQRSTUVWXYZ

ABCDEFGHIJKLMN

abcdefghijklmn opqrstuvwxyz 21

O P QR S TU V W X Y Z

a b cdefgh i jk l m no p qr stuv wx y z

Brand identity

F15

F14 F16

R 2oo G 211 B 187

F17

R 225 G 22 B2

F18

R 180 G 217 B 228

Full colour palette

F19

Core colour 1 | Sage green Lettuce Frog Mint choc chip Cacti Alligator Bamboo Envy Apple Dinosaur Green tea Seaweed Sage

Core colour 2 | Seafoam blue Ocean Bluebird Topaz Faded jeans Sky Fish scales Uranus Forget-me-not Blueberry Tiffany Morpho butterfly Seafoam

F20

F21

Core colour 3 | Sunshine yellow Banana No. 2 pencil Lemon Taxicab Buttercups Cheese Butter Mustard Daffodils Sponge Canary Sunshine

Customer 29

profile 30

Target market overview During the research process it was found that the Millennial parental market offered lucrative possibilities. The female portion of this group accounted for 90% of all new mothers in 2018 (Silk, 2018), making their total overall number approximately 20 million (Stone, 2018). Being s0 large in size means their buying power and influence cannot be underestimated (Weber Shandwick, no date). This group are earning more than mothers of previous generations are, with 65% of them working alongside parenting (Stone, 2018). Moreover, a third of Millennial mothers are the breadwinner in their family (Weber Shandwick, no date), meaning they have a greater expendable income which they enjoy spending on experiences and brands who’s values they believe align with their own (Silk, 2018). Importantly, they crave an easier life. Millennial mothers have more hectic schedules and are more prepared to spend on convenience to help ease this. Interest in convenience services and life management assistance is nearly double amongst the Millennial mother group than it is other mothering demographics (Weber Shandwick, no date). See table to right for results of ‘willingness to pay a monthly fee of… to have someone manage your busy life’ amongst Millennial mothers and total mothers (Weber Shandwick, no date, p.6).

F22

F23

F24

F25

F26

F27

F28 The Mother

F29

F30 The Son F31

F32 F33

F34

F35 The Daughter

F37

F36

F38

F39

Customer Objectives F40

Customer objective 1 Generate sales of service.

Specification – Amount of subscriptions. Measurement – 6.5k subscriptions (in first year). Attainability

– 6.5k new service customers from a base of 1.8 million existing brand customers (Hammett, 2018).

Realistic – 6.5k is only 0.36% of 1.8m baseline, takes into account one-time customers, none-Mini Boden customers and the ‘incubation period’ of first year whilst popularity grows.

Time-bound – Measured within first year of release.

Customer objective 2 Raise overall brand awareness.

Specification – Number of new followers on Facebook and Instagram. Measurement – 25k new followers across both. Attainability – Current followers sits at 677k on Facebook and 361k on Instagram (April 2020). Desired rise from 1.038m to 1.063m.

Realistic

– With heavy marketing surrounding the Mini Boden Box release, an anticipated 2.5% follower increase in one year is attainable.

Time-bound – Measured within first year of release.

Primary consumer • Target them on their favoured platforms (Instagram and Facebook). • Provide added value and discounts to entice the savvy natured Millennial. • Focus campaigns online to suit this digitally aware group. • Heavily highlight nature of personalisation and convenience.

Secondary consumer • Create a fun, colourful, engaging product that taps into their creative mindset. • Include freebies and little extras. • Focus more on the ‘fun’ elements of the product above the clothing. • Create ongoing element that makes the customer want the product as regularly as possible.

F41

Customer Strategies

Marketi 43

ng plan 44

Month Activity

January

February

Market & consumer research

March

April

Product development

Focus in on the parenting market and financial climate. Extensive research into impact on CV19 on household needs and spending.

Study into what products are currently available on the market relating to easing parental responsibility and creating convenience for new mums and dads.

Customer research

Focus groups with mothers on desired aspects of children’s products. Focus groups with kids about their wants. Customer profile building amongst consumer variants. Questioning on brand perception and what consumer views as key qualities of Boden.

Focus groups with mothers and children regarding various packaging design, product pricing, how much product would be wanted and how regularly, most desirable added value aspects.

Competitor research

Focus groups with mothers regarding their favourite brands in particular. Competitor research on marketing techniques to see how they target customer. Focus on Nike Adventure Club as best example of current children’s apparel delivery service.

Purchase subscription to Nike Adventure club to better understand the running of an existing child’s apparel delivery service.

Market research

Widescale PESTLE analysis of the macro environment with direct link to customer.

Game development

User experience focus groups using mock-up app and page to ensure it is enjoyable for the consumer.

Basic assets of game pre-created. Game design team contract secured for in-depth creation starting March.

Research into games of a similar style which are currently high in the download/purchase charts amongst the pre-teen age group. Majority of game functionality created within threemonth period (many assets pre-made by Boden graphics team).

Gaming app is completed for Apple and Android devices.

Testing such as variable splittests to see which layouts generate more clicks and conversion etc.

Both platforms are created.

Final testing

Key customer demographic profiles created to be used for future measurements (such as has product innovation affected the mean age of Boden’s current average consumer).

Large test group use platforms to create profiles and set up subscriptions to ensure no bugs are found and any final user experience difficulties are amended.

Large test group play with app over 3-week period to ensure no bugs are found.

Final bug fixes.

Team of marketers and merchandisers put together to plan the event.

Contact selected John Lewis stores to draw up agreement for the launch party in November. Sign up to emails from competitor brands to see how they are communicating with the target consumer.

August

Product goes into trial run with large test group to ensure delivery, return and AI procedures all work as planned.

Based on research into competitors and focus groups with consumers final decisions for app and site interface are decided.

Based on child focus group game can begin to be planned and shaped for development stage.

July

Reassessment of CV19 crisis to decide if launch of product may need to be pushed back any additional weeks/months.

Download apps of competitor brands and use websites to assess any desirable features which may be replicated on the Boden page/app. Professional copywriter contacted to create copy for the new app and service page.

Adverts created for email marketing. Email plan drawn up for pre-release to post-release of service.

Ensure influencers match the target consumer identified in the market research stage.

Influencer marketing

Paid social media

Site, app & asset creation

Interviews with target market using Boden site and app interface to assess usability and user experience.

Launch party

Email marketing

June

Research into costings for shipping and return postage, potential donation charities for returned clothing, elect members to become part of the returned clothing assessment team, packaging production companies and annual packaging costs. B2B interviews.

Product development

Site & app

May

Pre-release teaser emails created, tested and signed off ready for send next month.

Desired influencers contacted and contracts secured for influencer marketing launch in October.

Follow competitor brands on social media to see how they are communicating with the target consumer.

Adverts created for Instagram and Facebook story adverts and side banner ads.

Private functionality tests on social media adverts.

Advert graphics/images are drawn up so they can be signed off ready for publishing in the A/W catalogue the month before service launch.

Catalogue print example provided for copy checker to sign off before release.

Organic social media

Game release

Catalogue adverts

September

October

Create initial interest

November

December

Launch

January

February

Analysis & development

March

April

Increase interest

May

June

6-month result measure

Reassess any emerging market trends and implement them if possible into product and marketing strategy.

d Customer profiling reassessed to check if current sales’ demographic aligns with prediction – any changes in estimated demographic create alterations to future marketing strategy.

First boxes bought on pre-release are sent out.

Further boxes are sent out, any issues with delivery from pre-release sends are tracked.

Assessment that all initial sends were successful, and AI is working as planned.

Product has achieved expected subscriptions for 6-month period. AI has successfully updated algorithm and people who have received second box have generated fewer returns than in first box.

d App and page launch with product info. Customers can sign up for prerelease.

App and page go to full launch, customers can now purchase the product.

Reporting on number of site visits, app downloads and visit-to-purchase conversion rate.

Launch party promoted heavily on social media 2 weeks before event

Launch parties happen across the month at seven key John Lewis stores.

Review of revenue and subscriptions generated at launch event.

Teaser emails released from 10-week mark prior to official launch. Emails sent to full Boden email list, customers can display initial interest at this stage to receive more in-depth info or pre-purchase.

Heavy emailing to customers in initial week of launch.

Email marketing takes a Christmaspresent stance.

Reporting on click conversions and purchase rate based on each email. A and B tests for button positioning, colours, information etc to see which email strategy is most successful to continue with,

Key selected influencers discuss product prior to launch to increase hype upon release.

First main wave of influencers begin to post agreed number of posts and stories on Instagram and Facebook.

Second wave of influencers begin their posts.

Reporting on number of interactions from customers with influencers. Assessment of which have been most successful to continue working with in future.

Teaser posts across Facebook and Instagram begin to promote product.

Full roll out of Instagram and Facebook adverts.

Small split testing done with advert positioning on page as well as advert message.

Full analysis of click throughs in launch months and split test undertaken.

Teaser posts across Facebook and Instagram begin to promote product

Interaction with influencer posts and social media adverts begins – prerelease website gains visits.

Social media takeover regarding product on all Boden platforms.

Customers begin to share their products on social media as they have seen the influencers do.

YouTube adverts begin.

Game becomes available to download for children whose parents have purchased product on pre-release or launch.

s s s s

A/W catalogue is sent out at start of month containing the Mini Boden Box adverts.

Mini Christmas catalogue contains adverts for the Mini Boden Box.

Paid Social media adverts adapted in line with analysis results.

Introduce a app-exclusive discount to encourage downloads.

Visits to page continuing to increase month-on-month. Number of app downloads has heavily increased from pre-launch figure.

Based on results from A and B test, email marketing regularity increases for customers who haven’t signed up. Any customers who have unsubscribed after first box will receive offer emails to entice them back.

Click-to-buy conversion rate still increasing,

Influencers who have received most engagement will be provided with opportunity to hold competition on their page for followers to in oneyear subscription to service (followers will have to follow Boden’s pages to enter).

Social media competition has increased followers across Instagram/Facebook.

Competition to win subscription to service to be held across all platforms.

Marketing and competition have increased followers across Instagram/Facebook. Greater interaction with posts on the pages.

Unpaid posts continue once every two weeks across Boden’s Facebook and Instagram.

Competition to win a year’s subscription to the box on Facebook and Instagram.

Same as paid media.

Download rate assessed to check if it falls in line with purchase rate of mothers buying boxes for children aged 7+. YouTube advert views reported on.

YouTube channels which have been most successful with adverts (click throughs, view numbers) will have more adverts targeted at them.

Unpaid Posts increase to once a week over April and Easter holiday period.

Download number has increased and falls in line roughly with number of purchases from parents of 7-12-year olds. YouTube ad engagement has reached predicted level.

S/S catalogue is sent out at start of month containing the Mini Boden Box adverts.

Product development

Problem & Solution Problem • Modern parents are under increasing pressure to balance hectic family, personal and work schedules. This is perpetuating problems including mental health issues and burnout. • Children’s clothing needs regular re-buying due to their constant development and rough-and-tumble lifestyle which means clothing is quickly grown out of or damaged; making shopping for children’s clothes time consuming. • In-store shopping with young children can be physically demanding.

Solution • Ensure customer receives product whilst reducing the time spent during the shopping journey. • Remove the hassle of browsing through large amounts of product by directly providing the customer with clothes specialised to their wants and needs. • Make high-quality, long-lasting products. • Create an online platform easy for the consumer to use at home.

Above all taken from Mumford, 2019.

F44

Objectives 1. Modernise the Boden image as a forward-thinking, innovative brand. 2. Provide the customer with a tailored service convenient for them. 3. Create a stronger future product.

Strategies 1. Use AI as a key part of running the service. 2. Highlight how easy to use and personalised the service is for each customer. 3. Encourage returns of unwanted items so they can be assessed for common areas of wear and tear or sizing issues amongst specific ages.

Tactics 1. Use AI as core part of process to learn the customers likes and dislikes for future selection. 2. Social media and direct marketing. 3. Offer rewards to customers for returning items.

Channels MiniBodenBox.co.uk main page App Royal Mail tracked delivery service Royal Mail tracked return service Research (competitor, product, consumer) AI Organic social media promotion Paid social media promotion Email marketing Catalogue adverts Influencer promotion

Campaign Planning

The Product Focused Customer They wantâ&#x20AC;Ś F45

Convenience Ease of use Innovation Quality Ethicality Value

F46

Primary consumer (mother)

The service targets mothers who feel overwhelmed by their busy schedule and the strains of parenting. They crave family and personal time and love simple time savings solutions which add ease to everyday tasks meaning they can have more of this. They are product focused ahead of brand name and like to do their research before purchasing. They take into account suggestions from family and friends and must see that their needs are met, and they are getting a good deal from a product before parting with their money.

Secondary consumer (child)

F48

This customer loves anything with added value such as freebies, and it plays a big part in their desired purchases. They are highly creative and respond well to products with bright and colourful packaging, and enjoy the opportunity to make products personal to their taste.

F47

F49

They wantâ&#x20AC;Ś

F50

Freebies Fun Personalisation Creativity Colour

Product F51

F54

F57

F52

F55

F58

F53

F56

Product Example Example of an 8item girlâ&#x20AC;&#x2122;s box

Exterior packaging F43 F42

Activity pack F59

F60

ii n M

n e oB d

Clothing tags F61

Product information brochure 54

Packaging Design Box Inside

Exterior Box Design

Base of box

Name personalisation

Colouring in portion

Box Outside

Opening flap

Colourful picture spanning full box interior

Closing slot for opening flap

Features • • • •

Can select from new 3 designs each month. Personalised with name. Made from 100% recycled cardboard. Fun creative design.

Box flat lay images taken from Mumford, 2019.

i n i M

n e d Bo

Clothing tag • Differs slightly from standard Mini Boden logos with flower component. • Shows material properties on other side.

Product information brochure

• • • •

Information for parents on all the products received in their box. Shows the price saving they have made. Information about return & reward programme. Shows each factory item was made in and gives information on the factory and worker policy such as charity ‘HER project’.

Packaging Design Interior packaging

Activity pack

• Themed to match the design of the box selected by child. • Made up of puzzles, colouring in pages, stickers and mini games. • Contains QR codes for unlockables to use in the game (campaign 2).

Artificial Intelligence Journey Customer doesn’t like their product and reviews on their profile what it is about the product that wasn’t right under the following categories: • Size • Product type (e.g. dress, trousers) • Colour • Pattern • Cut

The item/s are then returned back to Boden using a freepost return method and a proportionate percentage for the item/s is refunded back or a new item is sent out, depending on customer preference.

In the next box the customer will not receive items with the specifications they commented on not liking.

If the problem with the clothing was sizing, customers are asked by Boden to take some basic measurements of their child so Boden can advise which age of clothing would best fit them. This helps to combat issues with growth spurts.

In the same way as with disliking products, customers can review aspects of any products they really liked to ensure they receive similar items in future boxes.

Customer did not like: • Spaghetti straps • Pink

F62

They will not receive:

F63

F64

F65

F66

Customer did like: • Stripe patterns • Navy

F67

They will receive:

F68

F69

F70

F71

F72

Information on Bodenâ&#x20AC;&#x2122;s existing material recycling process.

Return Journey Once clothing has been grown-out of or becomes damaged the items can be returned back to Boden using a freepost return method.

Boden’s journey

Customer’s journey

Clothing arrives back at warehouse and goes through a separate return’s procedure to normal clothing returns.

Clothing which has been marked as ‘damaged’ when sent back will be separated from ‘grown out of’ clothing. Damaged clothing will then be used for product development focus groups.

This will help Boden create future products with additional reinforcement or improvements in areas where wear and tear has commonly been seen.

Customer gains points for each item they return, which accumulate over time. These points can be used for discounts in the future.

The product they return (depending on condition) is then either donated to those in need or recycled into new fibres. Updates on where donated clothes have ended up or how much recycled material has been made from old clothing can be found on the website for the customer to see.

F73

Added Value Exclusivity | One small accessory product in each box will be limited edition and not available to buy outside of the box.

Personalisation | The packaging is personalised with the child’s name. Items in every box are different and tailored to that specific customer’s wants and needs.

Discounts | Price per item is cheaper in the box than if the same items were bought separately outside of the box.

Ethical

| The packaging is made from recycled materials. Return programme gives pre-loved clothes to those in need or recycles fibres into new garments.

Connectivity | Linked to the mini-me trend popular amongst parent-child clothing, the product information brochure inside the box will contain advertisements for adult styles comparable to the children’s clothing received, so a mini-me look can be created. Due to the commonality of colourful, bold patterns across both adult and children’s clothing at Boden, finding comparable styles is not difficult; making this an easy way to generate more sales without having to create new product.

F76

Financial Plan First year prediction (pre-tax, pre-return) = £1,572,000 Post-return prediction (pre-tax) = £1,021,800

It is expected that more customers will choose the bi-annual box over the quarterly box. The first-year predictions are therefore based on an estimated 1/3 of customers choosing the quarterly box (split across 3 levels), and 2/3 of customers choosing the bi-annual box (again split across 3 levels). Please see appendix for full calculation. Boden’s annual profit for year ending 2018 was 16.1m before tax (Companies House, 2018), making the predicted figure of £1.02m before tax reasonable.

Considerations Business research (business to business interviews) - £15k (Vernon Research, no date). Customer research (focus groups, interviews, quantitative surveys) - £12k (Vernon Research, no date). Software development - £15k (Teel, 2018). Product testing - £1.5k. Project management - £3k (Teel, 2018). Initial packaging design - £2.5k (Teel, 2018). Ongoing packaging updates (P/A) - £900. Packaging production (based on 20k boxes P/A) - £6.5k (Keller, 2019). Patent – £250 (Innovate product design, 2020). Delivery cost (based on 20k boxes P/A) - £11.5K (Royal Mail, 2020).

Total spend = £68,150

This cost does not take into account staffing costs. account warehouse storage or running costs or free-returns postage fees as these are used across the entire Boden brand, not just the Mini Boden Box subsidiary.

Measurement & Predictions

F77

Product development objectives Modernise Boden image, create a successfully personalised, customer-tailored product, create a stronger future product.

Consumer demographic shift Currently Bodenâ&#x20AC;&#x2122;s customers have an average age spread of 35-50 (Herriman, 2015, cited by Rogers, 2015), with the Mini Boden Box targeting the younger, Millennial portion of this demographic. Promoting Boden as a technologically advanced and innovative brand will help attract the slightly younger, emerging mother consumer. First year prediction: Boden will see rise in sales amongst customers aged 25-30.

Product return volumes As AI is being used to make sure the product offering customers are receiving is increasingly tailored to their interests, there should be a decrease in product returns over time of items received in the box. six-month prediction: A fairly high return rate of at least some product, as the AI journey first begins for each customer. One-year prediction: Return rates begin to reduce for customers on bi-annual box plan who have already received one box. Return rates heavily decreased for customers on quarterly box plan who have already received two boxes.

Quality complaints decrease Boden has a 365-day guarantee on all products, meaning any item can be returned within a year if any damage occurs. First year prediction: little increase in product quality due to lack of returns at this stage. Second year + prediction: As returns of items from boxes begins to increase as child grows or product becomes damaged, greater assessment on quality can be made for improvements in manufacturing to happen within second year. After this point, complaints and returns relating to 365-day guarantee will decrease.

January Week 1-3 Week 3 & 4 Week 4

Market research - Analyse PESTLE environment and current trends. - Competitor research: what is already available on the market? - Identify gap and USP.

February Week 1 Week 1-4

Customer research - Analyse current consumer spending in general and at Boden. - Focus groups to analyse pricing, core product needs, additional product wants and effective marketing strategies.

March & April Week 1 Week 1-4 Week 5

Product design development - Set budget for product development and creation. - Initial packaging design creations. - Focus groups for initial product prototypes to discuss strengths and weaknesses.

March Week 2 Week 2 Week 2-3 Week 4

Physical product development - Supply chain planning. - Allocation of additional warehouse storage. - Creation of Mini Boden Box management team. - Contracts for additional delivery and returns costs agreed with postage supplier.

May & June Week 1-4 Week 3-7

Software development - App and site page created. - AI algorithms created.

June Week 8 Week 8

Testing - Bug test with AI process. - Product send tests to ensure delivery and returns process work as planned

July Week 1 Week 1 Week 4

Final stages - Sign off on packaging designs. - Sign off on app and site page. - Feedback from test group on received product, ease of use for returns and app/page use.

August Week 1-3 Week 4 +

Production - New packaging goes into mass-production. - Continual design updates to packaging continue.

F77a

8 Month Timeline

The Game 2

Campaign Planning Objectives 1. Specifically target the older child. 2. Create ongoing desire for the product month after month. 3. Create more clothing sales.

Tactics 1. Look at the current gaming market and assess which games are popular with that age group across both genders. 2. Use QR codes in each box for unlockable game content. 3. Have click-to-shop link throughs (parental controls applied).

Strategies 1. Utilise something popular amongst that demographic that taps into current trends. 2. Have elements exclusive to the box which develop month on month. 3. Promote the product via the game.

Channels Gaming app Product purchase Word-of-mouth YouTube

F78

The Kid Customer They wantâ&#x20AC;Ś

F79

Fun Technology Interactivity Connectivity To be a winner Friendship

F80

F81

Unlike the younger child who is still happily dressed by their parent, this customer aged between 7 and 13 is starting to care about the clothes they wear and products they have. They are highly sociable and are constantly discussing new and exciting hobbies, products and media they are enjoying with their friends. They have a competitive streak and become easily addicted to games and activities they want to become the best at.

F82

F83

Game Play Blurb: Bo’s Den is a world-builder style mobile game exclusive to members of the Mini Boden Box service. With your own customisable avatar you can design your world and upgrade your home, play mini games, connect with friends and find a new style. You can unlock exclusive clothing and furniture items for your avatar and world with QR codes that will be sent to you in every new box – start your own adventure today!

Design your world…

Create your profile…

Design your avatar…

Key features: 1. You can only log into the app once first downloaded using a unique code emailed to the parent upon purchasing the box. 2. QR codes provided in each box give unlockable elements to level up your world. 3. Add your friends by username and play mini games against them. 4. Dress your avatar in the latest styles available on the Boden website and buy through the game (parental controls applied).

Feature purpose: 1. Create a service exclusive for Boden customers. 2. Create ongoing desire for the product amongst the child. 3. Create a community amongst friendship groups that others will want to be part of. 4. Promote new clothing to the child. In turn, all of these tactics will encourage the child to persuade their parents to either continue buying the product or to create new or additional purchases.

Unlock new stylesâ&#x20AC;Ś

All images F84

Play mini gamesâ&#x20AC;Ś Images taken from Mumford, 2020.

Marketing Research uncovered that best way to advertise to this demographic would be through targeting specific genres of YouTube videos. Short video-clip adverts would appear at the beginning of videos, showing the game play to the viewer and telling them where they can find out more information. It is hoped that these videos will be accompanied by word-of-mouth marketing between friends, something frequent when an individual enjoys a product or service; the pre-teen age group, who are often influenced by their friends, are not exempt from this (Upside Business Consultants, no date). Although word-of-mouth is not a guaranteed or measurable marketing tool, steps are being considered to help spread the word amongst the targeted demographic. In creating a function where friends can play together via the app a gaming community is made, and where this is achieved (as seen in other popular games) conversation about it between players becomes common, in turn encouraging promotion to noneplayers. Moreover, prompts throughout the game, such as beating your high score on a mini game or giving your avatar a new look, will encourage the player to share these accomplishments to a linked social media account. Therefore, any players who do have social media can further share and promote their adventures with friends online. Please see appendix for a discussion of marketing techniques regarding this demographic.

YouTube advert mock-up

Popular YouTube categories for 7-12-year olds (primary research): • • • • •

F85

F86

F87

F88

F89

DIY and crafting Unboxing/surprise videos Cooking and baking Online gaming Toy/game reviews

Popular Channel examples for 712-year olds (primary research): • • • •

JKrew FGTV Ryan’s World Rosanna Pansino

F90

Financial Plan First year prediction (pre-tax) = ÂŁ10,600

As the game itself is free to download there is not an easy way to measure return on investment. What will be measured however is how many QR codes are used as time passes, indicating if users are still actively playing on the app, which would suggest encouragement of parents to renew subscription is occurring. The YouTube advert will be measured through view numbers and clickthrough rates, purchases made directly from these click-throughs can also be measured. Within the first year it is hoped that 100 subscriptions will be generated directly because of the game and YouTube advert.

Considerations Game production: Focus group (for game and YouTube ad) – £2500 (Thefocusgroup, no date) Software - £8000 (Teel, 2018) Debug testing - £2300 (Teel, 2018) Game developer hire (200 hours) – £3200 (Sharma, 2019) Privacy policy & end user agreement legal advice - £500 (Swan, 2017)

YouTube advert: Search optimisation analysis – £1000 (Rankpay, 2020) Model hire - £300 Travel and expenses - £80 Video production - £2000 (Gwilliam, 2019) Cost per view (for 100,000 views) - £1700 (Influencer Marketing Hub, 2020) Bidding buffer (P/A) - £500

Total spend = £22,080

Game objectives Target child, create subscription renewal, generate additional sales.

Interest child Post-purchase email survey sent to buyers will ask where they heard about the service, with ‘from son/daughter’ an option to try and measure impact game/word-of-mouth is having on sales generation. Click-to-purchase conversion on YouTube adverts. First year prediction: 100 subscriptions caused directly by game and advert. (A difficult unit to accurately measure, so true overall subscriptions may be higher).

Service renewal The use of the QR codes provided to the children in each box will be used to measure how long that child’s interest in the game has continued for; a potential indicator of their persuasion of the parent to continue purchase of the subscription. 16-month prediction: again, this is difficult to accurately measure as separating game-generated subscription renewal from other channels is problematic; but the desired prediction is that 2/3 of children will still be using their QR codes after the first year, showing re-subscription has occurred.

Additional sales generated Click to shop function within avatar wardrobe will interest user in Boden clothing, who in turn will help persuade parent to purchase. First year prediction: good click-through-rate on click to shop page with additional clothing sales created. No solid prediction on revenue from this functionality.

F91

Measurement & Predictions

F92

9 Month Timeline

February Week 1-2

Market research - Identify trends and best-selling current games amongst the target market.

February Week 1

Customer research - Identify and profile the variations within the demographic e.g. female and male. - Focus group to discuss gaming preferences and work out effective potential marketing strategy.

Week 3-4

March & April Week 1 Week 1 Week 1 Week 2-5

Product design - Set budget for app development and creation and adverts. - Create contract with game design team. - Create contract with videography team. - In-house design team to create basic assets for outsourced game design team to use.

April - June Week 6-8 Week 5-10

Software development - YouTube adverts are created with videography team. - Game design team create app.

July Week 1-2 Week 2-4

Testing - Bug test. - Focus group test to gather final opinions on game.

August Week 1-2 Week 4 Week 4

Final stages - Any final amends from focus group made. - Sign off on app. - Sign off on adverts.

October Week 1-4

Marketing - YouTube video adverts are released.

November Week 1 Week 1-4

Launch - Game is launched. - YouTube adverts continue.

November +

Ongoing changes - Continual QR code elements developed in-house to be sent out with new boxes.

Launch 3 arty P 85

Campaign Planning Objectives

Strategies

1. Create sales touchpoint. 2. Promote the product to any potential untapped customers. 3. Create an element of exclusivity.

1. Give incentive such as a discount if they sign up on the day. 2. Use location specifically filled with the same demographic as target consumer. 3. Host competitions and provide freebies.

Tactics 1. Encourage the customer subscribe at the event.

2. Hold event in popular, busy location and keep it accessible for all. 3. Provide special elements only available for those at the event.

Channels John Lewis consignment stores Visual merchandising Giveaways

The Untapped Customer F94

F93

F95 This customer holds all the same demographic and psychographic qualities as the existing Boden consumer, but they havenâ&#x20AC;&#x2122;t shopped from the brand previously. They are a consumer group who are readily available to be enticed into the new service and become loyal shoppers with Boden if successfully marketed to.

F96

F97

They want… Quality Something they don’t already have Enticing offers To feel valued To identify with the brand

The Mini Boden Box launch parties will be held across the UK during November. The event will be advertised heavily on social media the month before it happens and Boden customers on the email mailing list will be sent a name-personalised invite. The subject line for this email will simply be â&#x20AC;&#x2DC;Youâ&#x20AC;&#x2122;re Invited!â&#x20AC;&#x2122;, as during an industrial placement which heavily involved email marketing, the highest open rate received on any email over the year was one which had that exact subject line. It is thought this subject line was successful due to the enticing and intriguing nature of it, meaning a good portion of receivers will open the email and therefore learn about the event. They will be held across seven John Lewis stores which have Boden consignments. The following stores have been selected as they are some of the biggest stores which have the larger customer bases, and are also situated in more affluent areas, meaning the middle-class target demographic will be reached. The selected stores are: 1. 2. 3. 4.

Oxford Street Edinburgh York Leeds Victoria

5. Chelmsford 6. Croydon 7. Trafford Centre

Oxford Street Roof Garden

The Event 89

Leeds Victoria Gate store

Location inspiration

F98 F99

F100

Boden consignment display

Visual Merchandising

In-store layout

Fun and entertainment for the kids Hanging posters

F101 F103 F103

Unmissable presence

F102

F104

Bold and bright colours

Layout key

Floral theme prominent

Environment mood board

The launch party needs to consider both the parents and the child to make sure all target customers are reached. With this in mind, key areas of added value will be created for both parties, with games and activities for the children, and product discounts for the parents. Limited edition products such as the floral tote bag will only be available at the launch events, and this fact will be advertised on the invite and across social media. Elements like this will increase the â&#x20AC;&#x2DC;VIPâ&#x20AC;&#x2122; value of launch party and will entice customers who enjoy the feeling of exclusivity. The customer will be able to purchase a subscription at the event and receive a discount on the product if they do so, encouraging more sign ups. If they choose not to sign up on the day, they will be provided with a money-off voucher to take away, to hopefully create a sale at a later date.

F105 Upbeat playlist designed to be enjoyable for kids and nostalgic for parents

Opportunity to trial game

Added Value Takeaway tote bags for parents

F107

Design a key ring activity for kids

F106 Discount vouchers

F108

F109

F110

F111

Financial Plan First year prediction (pre-tax) = ÂŁ145,590

Across all events 200 signups are expected, which has provided the bulk of the financial prediction for this campaign. Alongside this, 500 new customer email sign-ups are anticipated from which a further 20 (1/25) potential purchases are projected after they receive continuous email marketing, supplementing the initial figure.

Considerations Poster printing (50 posters)– £274.81 (Printed.com, 2020) Gift voucher printing (2500: 350 each location) - £334.50 (Hello Print, 2020) Goody bag production (1750: 250 each location) – £1259.83 (Bizay, 2020) Key ring kits purchases (1680: 240 for each location)– £772.8 (Baker Ross, 2020) iPads for game trials (6: 2 for each location to be rotated across the three weekends) – £2094 (Apple, 2020) Speaker system rental (£50 a day x 7) - £350 (Audio Crew, 2020) Decorative assets - £800 Insurance (£46 a day x 7) – £322 (Quote Zone, 2020) Weekend staffing costs (£9.80 p/h, 9 hours, 2 staff per event) – £1234.80 Travel and expenses - £500

Total spend = £7942.74 One element which has not been considered within this costing is the potential fee that John Lewis may charge to hold the event. No information could be gathered on whether Boden would need to pay to host the party in the stores, but it is hoped there may be no fee, as the party would benefit John Lewis also by drawing additional customers into their store.

F112

F113

Measurement & Prediction 97

F114

F115

Event objectives Generate sales, reach untapped customers, create exclusivity

Generate sales Subscription to service will be encouraged at event through discounted sign-up offer. The number of sign-ups will be measured as a mark of event success. Event prediction: Across all events 200 signups will be creates (28.5 per event).

Reach untapped customer The location is a key element in reaching the ideal target demographic who may not already be Boden customers. It is hoped that a portion of sign-ups will be from new customers. New customers will also be encouraged to sign up to email marketing for further offers and updates from Boden. Event prediction: 1/5 of sign-ups (40 sales) will come from new customers. There will be 500 new customer email sign-ups.

Create exclusivity One of the draws to the event will be the exclusive elements available only at the party such as the goody bags, competitions and discounts. 250 goody bags will be produced for every event, and the competition will be for three winners to receive a yearâ&#x20AC;&#x2122;s subscription to the eight-item quarterly box. Event prediction: Exclusivity itself is not a measurable unit; however, it is expected that every goody bag will be claimed and across all events 1000 people will enter the competition.

F116

8 Month Timeline

April Week 2

Research - Location selection.

April Week 3-4

Location - Contract with selected John Lewis stores drawn up.

July Week 1-3 Week 4

Planning - Merchandise and marketing team plan the event. - Marketing timeline drawn up.

July & August Week 4 Week 4 Week 1 Week 2

Asset design - Poster design. - Bag design. - Voucher design. - Sign off on all gathered.

August Week 1 Week 1 Week 2 Week 2 Week 4

Asset purchase - Contract made with speaker system hire. - Key ring kit purchase. - iPad purchase. - Decorations purchased. - Poster, voucher and tote bags sent to print.

September Week 1 Week 1 Week 3 Week 3 Week 4

Finishing steps - Weekend staff selected. - Event insurance purchased. - Event playlist created. - Goody bags put together. - Outfits for mannequins selected.

October Week 1-4

Marketing - Social media marketing across Facebook and Instagram of event. - Email marketing begins. - Email invites sent out. - Paper invite insert included in November catalogue. - Final reminder invite sent out via email and social media.

Week 2-4 Week 3 Week 3 Week 4 November Week 1 Week 2 Week 3

Launch - Weekend 1: events take place in Edinburgh, Oxford Street and Trafford Centre. - Weekend 2: events take place in Leeds Victoria and Croydon. - Weekend 3: events take place in Chelmsford and York.

100

Influencer Marketing 4

101

Campaign Planning Objectives 1. Increase overall followers. 2. Reach a large number of the target customer. 3. Solidify brand identity.

Tactics 1. Carefully choose a selection of micro and macro influencers who have a wide reach. 2. Focus on Facebook and Instagram. 3. Make sure all the influencers selected suit the Boden brand image and promote the same ideals.

Strategies 1. Generate knowledge of the brand. 2. Touch on their digitally aware side and target them on their favourite social media platforms. 3. Ensure congruity throughout the strategy.

Channels Paid social media Instagram (feed and story) Facebook Blog posts Click-to-shop links

102

The Digital Customer F117

They wantâ&#x20AC;Ś Connectivity Ease of use Practicality Innovation Immediacy Inclusivity

This consumer group accounts for a huge number of the target market. They are highly digitally aware and are readily available through their smart phone and tablet which is always on their person. They use these devices both for work and pleasure, and love to use social media to keep in touch with loved ones and also to feel connected to their favourite bloggers and celebrities. They have moved on from many traditional touch points such as recipe books, and now use websites such as BBC Good Food to help make family dinners. Due to their constant use of the internet and ability to find thousands of product and company reviews at the touch of a button, they are savvier than they were previously, and brands need to remember this.

103

F120

F118

F121

F119

104

Influencer Identity The primary platforms the influencer programme is being run on is Instagram and Facebook. Research showed these platforms were the two most commonly used by Millennials and mothers, and both had their separate strengths (Edison Research, 2019). Instagram is being used by this group as a way to find lifestyle and fashion inspiration, and to interact on a personal level with their favourite brands (Instagram Business Team, 2016); whereas Facebook is being used more commonly to communicate with friends and family and to gather greater information on topics they are interested in through groups or pages they follow (Glover, 2019). The selected influencers have a strong presence across both platforms, and many also run a separate blog where they further discuss products and ideas they like; where the Mini Boden Box may also naturally appear if they enjoy the service. The influencers are being carefully selected based on their congruity with the Mini Boden Box brand identity. The primary content the selected influencers need to produce surrounds motherhood, fashion, home and lifestyle. On a basic level, they need to be mothers around the age of 30-35 with a child or children under the age of 12. On a deeper level the lifestyle they portray via social media must be one which would be desirable yet relatable to the target consumer; such as touching on the difficulties of parenting whilst showing how they have improved certain aspects to give themselves an easier life.

105

Demographic

F124

30-35 Middle class UK based Married/partner Career holder F122

“A tone of voice both embodies and expresses the brand’s personality and set of values”

F125

Tone of voice Caring Positive Approachable Informative Fun Easy going

- Cummings, no date F123

F126

106

Influencer Selection A mixture of macro and micro influencers following the previous specifications have been selected for the social media influencer campaign. Research has shown there is a benefit to using a mixture of micro and macro influencers as both hold different important qualities. Macro influencers generally have between 10,000 to 1million followers, they cost more to work with, but they have a vast reach due to their following (Barker, 2019). Micro influencers on the other hand have roughly 500 to 10,000 followers, but they experience a much higher level of engagement with their following (Barker, 2019). Therefore, to achieve great reach and great engagement, a successful influencer marketing strategy would involve both types of influencer.

Macro influencers

Handle

107

Age

Kids

Followers

FleurDeForce

775k

Dresslikeamum

133k

Samanthamariaofficial |

533k

Mother_pukka

262k

Freddieharrel

182k

Candicebrathwaite

57.4k

F127 F127

F128

108

F129 F129

F130

109

Contracts Each contract with each influencer will differ based on factors such as cost, as the influencer with the highest following will likely require a larger payment incentive per post. The minimum contracted number of posts is one feed post on Facebook and Instagram when the product initially arrives, a story at each quarter on Instagram when the following boxes arrive, and a feed and story post across both Instagram and Facebook to promote the competition when it launches. Influencers will be required to use the hashtag #MiniBodenBox across all posts to allow easier tracking of engagement. Each contract will originally run for a year, with assessment at the end of the period to see if the contract will be continued based upon engagement rates and direct sales.

Micro influencers

Handle

Age

Kids

Followers

Mummyyatesstyle

10.8k

Chaneensaliee

2.1k

Ohshittwins

7.4k

Michellekennedylyon

10.5k

Brogangeorgiou

Mummygotstyle

11k

110

Competition During March each influencer as part of their contract will run a giveaway competition on their Instagram and Facebook pages. Every influencer will choose one winner who will win a yearâ&#x20AC;&#x2122;s subscription for an eight-item quarterly box. To enter the competition on Instagram the participant must like the post and be following both the influencer and Boden on Instagram. For an extra entry they can share the post to their story, promoting the service to an additional audience. To enter via Facebook the participant must like the post and like both the influencers page and the Boden page. Participants will have two weeks to the enter the competition before the winners are announced by the influencer at the beginning of April.

111

F131

Amy Slouchy Backpack ÂŁ35

Star Print Cotton Hoodie ÂŁ26

A bit of Friday fun Hugo has been loving this box just as much as I have! It s so easy to use and I LOVE that it lets me be sustainable as I shop. For your chance to win, follow me & @Boden and drop this pic a like! #MiniBodenBox

112

F132

Financial Plan First year prediction (pre-tax, pre-return) = ÂŁ156,840 Post-return prediction (pre-tax) = ÂŁ101,946

If the objectives are met, the micro and macro influencer strategy providing high levels of reach and engagement could provide fruitful return on investment. Providing up to 11 times the return on investment of traditional online advertisements (Baer, 2016), the prediction for the influencer campaign is the highest of the marketing strategies (not including the product development strategy which is overarching to all campaigns). In the first year it is estimated that around 600 of the total 6.5k subscriptions will either be prompted by or directly come from the influencer campaign. Using the logic that a higher percentage of these buyers will choose the cheaper boxes over the more expensive boxes, figure of ÂŁ156,840 has been gathered (please see appendix for full calculation). This figure does not take into account additional overall Boden revenue which may be gained through influencers publicising the brand.

113

Considerations Micro Influencer products (15 boxes)- £5,240 Macro Influencer products (10 boxes) - £3,792 Macro Influencer fees - £9k Postage costs - £50 Competition prizes (12 x 8-item quarterly boxes) - £6,048

Total spend = £24,130

It is expected that the micro influencers will accept the contract on a gifting basis, whereas the macro influencers will require additional payment. If a parent has one child, they will be gifted the eight-item quarterly box. If a parent has two children, they will be gifted two six-item quarterly boxes. If a parent has three or more children, they will be gifted four-item quarterly boxes for the number of children they have. Each influencer’s subscription will run for one year.

114

F133

Measurement & Prediction

115

Campaign objectives Raise brand awareness, reach customers and raise sales. solidify brand identity

Raise brand awareness As the influencer programme is being run across Instagram and Facebook over a year long period, the number of new followers gained will be the measure for the success of raising brand awareness. First-year prediction: 25k new followers across both Instagram and Facebook.

Reach customer and raise sales Engagement with each influencerâ&#x20AC;&#x2122;s posts will be tracked, and the hashtag #MiniBodenBox will be followed carefully to assess interaction. Swipe-to-shop links on stories and click-to-shop links on posts will directly correlate with each influencer, so Boden can track exactly how many sales have been directly generated by that individual. If a customer clicks through an influencers link, abandons the page or basket, but returns at a later date to buy, cookies will track this and class this buyer as an influencer-based purchase. First-year prediction: 6.5k subscriptions will be directly created or prompted by the influencer campaign.

Solidify brand identity Using influencers who adhere to the Boden brand image and can help promote this further will help establish the brand identity with a new or existing audience and create desire for Boden. This is not a directly measurable factor, however, if a selected influencer does not actually fit with the Boden identity and is not followed by the target market, this will show through low post engagement. Hence, engagement and click-to-shop numbers can be used as an indicator for this.

116

117

May & June Week 3-6

Research - Appropriate influencers selected.

July & August Week 2 Week 3-7 Week 8

Contracts - Selected influencers contacted. - Contracts discussed and drawn up. - Contracts agreed and signed.

September Week 2-3

Product sends - Products sent to influencers.

October Week 3

Pre-release - Influencers (with more than one post in contract) create posts about product two weeks before launch to create hype.

Nov & Dec Week 1-4 Week 1-4

Release - First wave of influencers release post. - Second wave of influencers release post. (posts are staggered for users who may follow more than one of the selected influencers as it will continually remind them of the product over time.)

Jan & Feb Week 1-8

Analysis - Reporting on initial hashtag use, influencer engagement and shop conversion rate.

March & April Week 2 Week 3-4 Week 5

Competition - Influencers announce competition on platforms. - Entry period. - Winner announced.

F134

12 Month Timeline

F135

F136 F137

118

References 119

& Appendix 120

Figure References All illustrations my own unless otherwise listed. F1 – Own image F2 – Own image F3 – Boden. 2020. Stripe woven dress. [Online]. [Accessed 07/03/2020]. Available from: https://www.boden.co.uk/en-gb/stripewoven-dress-multi-stripe/sty-g2006-mul?cat=C1_S13_G4 F4 – Boden. 2020. Safari applique dress. [Online]. [Accessed 07/03/2020]. Available from: https://www.boden.co.uk/en-gb/safariapplique-dress-multi-zebra/sty-g2115-mul?cat=C1_S13_G4 F5 – Own image F6 – Pinterest. No date. English countryside home pinterest robellini. [Online]. [Accessed 07/03/2020]. Available from: https://www.pinterest.co.uk/pin/625859679440357652/?autologin=true F7 (top to bottom) (left column) • Boden. 2020. Summer pull-on trousers. [Online]. [Accessed 07/03/2020]. Available from: https://www.boden.co.uk/engb/summer-pull-on-trousers-violet-blue-ticking/sty-b1147-dbl?cat=C1_S14_G19 • Boden. 2020. Zip-off techno trousers. [Online]. [Accessed 07/03/2020]. Available from: https://www.boden.co.uk/engb/zip-off-techno-trousers-bottle-green/sty-b1207-grn?cat=C1_S14_G19 • Boden. 2020. Colour-change sequin t-shirt. [Online]. [Accessed 07/03/2020]. Available from: https://www.boden.co.uk/engb/colour-change-sequin-t-shirt-college-navy-chameleon/sty-b1145-nav?cat=C1_S14_G18 (right column) • Boden. 2020. Smocked woven dress. [Online]. [Accessed 07/03/2020]. Available from: https://www.boden.co.uk/engb/smocked-woven-dress-boto-pink-berry-bloom/sty-g2008-pnk?cat=C1_S13_G4 • Boden. 2020. Lemon embellished dress. [Online]. [Accessed 07/03/2020]. Available from: https://www.boden.co.uk/engb/lemon-embellished-dress-daffodil-lemon-yellow/sty-g2157-bye?cat=C1_S13_G4 • Boden. 2020. Stripy jersey dress. [Online]. [Accessed 07/03/2020]. Available from: https://www.boden.co.uk/en-gb/stripyjersey-dress-rainbow-stripe-navy-spot/sty-g1707-mul?cat=C1_S13_G4 F8 – (left to right, top to bottom) • Flat icon. No date. Shopper free icon. [Online]. [Accessed 03/03/2020]. Available from: https://www.flaticon.com/freeicon/shopper_177871 • Visualpharm. No date. Subscription icon. [Online]. [Accessed 03/03/2020]. Available from: https://www.visualpharm.com/free-icons/subscription-595b40b85ba036ed117dc4e2 • Vexels. No date. Mobile online shopping icon. [Online]. [Accessed 03/03/2020]. Available from: https://www.vexels.com/png-svg/preview/157462/mobile-online-shopping-icon • Flat icon. No date. Warehouse free icon. [Online]. [Accessed 03/03/2020]. Available from: https://www.flaticon.com/freeicon/warehouse_810983 • Flat icon. No date. Delivery truck free icon. [Online]. [Accessed 03/03/2020]. Available from: https://www.flaticon.com/free-icon/delivery-truck_31520 • Flat icon. No date. Delivery box premium icon. [Online]. [Accessed 03/03/2020]. Available from: https://www.flaticon.com/premium-icon/delivery-box_2311048 • Icon finder. No date. Computer desktop laptop monitor pc screen icon. [Online]. [Accessed 03/03/2020]. Available from: https://www.iconfinder.com/icons/290121/computer_desktop_laptop_mac_monitor_pc_screen_icon • Vector stock. No date. Money coin icon with outline style vector. [Online]. [Accessed 03/03/2020]. Available from: https://www.vectorstock.com/royalty-free-vector/money-coin-icon-with-outline-style-vector-21947178 • Vector stock. No date. Thin line t-shirt icon vector. [Online]. [Accessed 03/03/2020]. Available from: https://www.vectorstock.com/royalty-free-vector/thin-line-t-shirt-icon-vector-17698571 • Creative market. No date. Rounded recycle symbol. [Online]. [Accessed 03/03/2020]. Available from: https://creativemarket.com/lorenklein/4342936-Rounded-Recycling-Symbol • Icon finder. No date. Clothes, fashion, jumper, normcore, old, tatty, icon. [Online]. [Accessed 03/03/2020]. Available from: https://www.iconfinder.com/icons/1247308/clothes_fashion_jumper_normcore_old_tatty_icon • Icon finder. No date. Child icon. [Online]. [Accessed 03/03/2020]. Available from: https://www.iconfinder.com/icons/1608628/child_icon • The noun project. No date. Two people. [Online]. [Accessed 03/03/2020]. Available from: https://thenounproject.com/term/two-people/349550/

121

•

Flat icon. No date. Happy man jumping free icon. [Online]. [Accessed 03/03/2020]. Available from: https://www.flaticon.com/free-icon/happy-man-jumping_10638 • Vector stock. No date. Mobile phone icon vector image. [Online]. [Accessed 03/03/2020]. Available from: https://www.vectorstock.com/royalty-free-vector/mobile-phone-icon-vector-2382356 F9 - Boden. 2020. Phoebe jersey dress. [Online]. [Accessed 17/03/2020]. Available from: https://www.boden.co.uk/en-gb/phoebejersey-dress-bold-blue-daisy-spaced/sty-j0148-blm?cat=C1_S2_G4&pid=J0148-J0148-G_00000003494 F10 - Boden. 2020. Dara pompom jersey shirt. [Online]. [Accessed 17/03/2020]. Available from: https://www.boden.co.uk/engb/dara-pompom-jersey-shirt-white/sty-j0633-wht F11 - Boden. 2020. Sarah frill jumpsuit. [Online]. [Accessed 17/03/2020]. Available from: https://www.boden.co.uk/en-gb/sarahfrill-jumpsuit-tuscan-sun-speckle/sty-t0576-mul F12 – Own image F13 - Boden. 2020. Lemon embellished dress. [Online]. [Accessed 17/03/2020]. Available from: https://www.boden.co.uk/engb/lemon-embellished-dress-daffodil-lemon-yellow/sty-g2157-bye?cat=C1_S13_G4 F14 - Boden. 2020. Jersey baggies. [Online]. [Accessed 22/03/2020]. Available from: https://www.boden.co.uk/en-gb/jerseybaggies-surfboard-blue-action-green/sty-b1072-grn?cat=C1_S14_G12 F15 - Boden. 2020. Homepage. [Online]. [Accessed 22/03/2020]. Available from: https://www.boden.co.uk/en-gb F16 – Pinterest. No date. The best family beaches in Britain. [Online]. [Accessed 22/03/2020]. Available from: https://www.pinterest.ch/pin/291326669642967047/ F17 - Boden. 2020. Lemon embellished dress. [Online]. [Accessed 17/03/2020]. Available from: https://www.boden.co.uk/engb/lemon-embellished-dress-daffodil-lemon-yellow/sty-g2157-bye?cat=C1_S13_G4 F18 – Pinterest. No date. Yellow Pattern by Serena Olivieri. [Online]. [Accessed 22/03/2020]. Available from: https://www.pinterest.co.uk/pin/126100858289139109/ F19 – Own image F20 – Own image F21 – Own image F22 - Boden. 2020. Abingdon cotton knitted tee. [Online]. [Accessed 02/04/2020]. Available from: https://www.boden.co.uk/engb/abingdon-cotton-knitted-tee-light-surf-colourblock/sty-k0309-pbl?cat=C1_S2_G18&pid=K0309-K0309-G_00000003571 F23 – Own image F24 – Pinterest. No date. Smear texture lipstick acrylic paint isolated stock photo. [Online]. [Accessed 04/04/2020]. Available from: https://www.pinterest.ca/pin/824581013009460200/ F25 – Vectorstate. No date. Yellow striped watercolour seamless pattern. [Online]. [Accessed 04/04/2020]. Available from: https://vectorstate.com/imagedetails/100985571/INH_19024_03514-Ingimage-contributors-Yellow-striped-watercolor-seamlesspattern-with-wa.html F26 – Pinterest. No date. No title. [Online]. [Accessed 04/04/2020]. Available from: https://www.pinterest.co.uk/pin/801288958679659023/ F27 – Own image F28 – YAWD. No date. Png paint brush. Yellow strokes transparent. [Online]. [Accessed 04/04/2020]. Available from: https://yawebdesign.com/explore/paint-smudge-png/ F29 – Love This Pic. No date. Baby blue sky. [Online]. [Accessed 04/04/2020]. Available from: https://www.lovethispic.com/image/46844/baby-blue-sky F30 – Shutterstock. Blue watercolour gradient images. [Online]. [Accessed 04/04/2020]. Available from: https://www.shutterstock.com/search/blue+watercolour+gradient F31 – Boden. 2020. Ocean animal t-shirt. [Online]. [Accessed 04/04/2020]. Available from: https://www.boden.co.uk/en-gb/oceananimal-t-shirt-white-surfing-sprout/sty-b1193-wht?cat=C1_S14_G18 F32 – Home Leisure Direct. No date. Vintage arcade machines. [Online]. [Accessed 04/04/2020]. Available from: https://www.homeleisuredirect.com/arcade_machines/vintage-arcade-machines/ F33 – Boden. 2020. Ocean animal t-shirt. [Online]. [Accessed 04/04/2020]. Available from: https://www.boden.co.uk/en-gb/oceananimal-t-shirt-white-surfing-sprout/sty-b1193-wht?cat=C1_S14_G18 F34 – Pinterest. No date. No title. [Online]. [Accessed 04/04/2020]. Available from: https://www.pinterest.co.uk/pin/781726447800222444/ F35 – Own image F36 – Boden. 2020. Button through woven t-shirt. [Online]. [Accessed 08/04/2020]. Available from: https://www.boden.co.uk/engb/button-through-woven-playsuit-tuscan-sun-yellow-cheetah/sty-g2162-yel?cat=C1_S13_G1080 F37 – Pinterest. No date. Blanket dens for grown-up kids. [Online]. [Accessed 08/04/2020]. Available from: https://www.pinterest.co.uk/pin/214132157260144506/ F38 - Boden. 2020. Slogan t-shirt. [Online]. [Accessed 08/04/2020]. Available from: https://www.boden.co.uk/en-gb/slogan-t-shirtlemon-zest-yellow-sunny/sty-g1977-yel?cat=C1_S13_G18 39 – Tumblr. No date. Art Easel. [Online]. [Accessed 08/04/2020]. Available from: https://www.tumblr.com/privacy/consent?redirect=https%3A%2F%2Fwww.tumblr.com%2Ftagged%2Fart-easel F40 (top to bottom) (left column) • Boden. 2020. Heritage polo shirt. [Online]. [Accessed 10/03/2020]. Available from: https://www.boden.co.uk/engb/heritage-polo-shirt-dolphin-blue-star/sty-b1212-blu?cat=C1_S14_G18

122

•

Boden. 2020. Jersey blazer. [Online]. [Accessed 10/03/2020]. Available from: https://www.boden.co.uk/en-gb/jerseyblazer-college-navy/sty-b1097-blu?cat=C1_S14_G2 • Boden. 2020. Holiday shirt. [Online]. [Accessed 10/03/2020]. Available from: https://www.boden.co.uk/en-gb/holidayshirt-white-jumbo-jungle/sty-b1157-pnt?cat=C1_S14_G18 (right column) • Boden. 2020. Super stich animal t-shirt. [Online]. [Accessed 10/03/2020]. Available from: https://www.boden.co.uk/engb/superstitch-animal-t-shirt-bold-blue-elephant/sty-b1140-blu?cat=C1_S14_G18 • Boden. 2020. Waterproof fisherman’s jacket. [Online]. [Accessed 10/03/2020]. Available from: https://www.boden.co.uk/en-gb/waterproof-fishermans-jacket-wasp-yellow/sty-b0380-yel?cat=C1_S14_G2 • Boden. 2020. Animals printed t-shirt. [Online]. [Accessed 10/03/2020]. Available from: https://www.boden.co.uk/engb/animals-printed-t-shirt-surfboard-blue-animals/sty-b1165-blu?cat=C1_S14_G18 F41 – Own image F42 (Box template) - The Hungry Jpeg. No date. Realistic open box mock-up. [Online]. [Accessed 10/04/2020]. Available from: https://thehungryjpeg.com/product/3663953-realistic-open-box-mockup-white-packaging-gift-boxes-opened-package F42 (Floral pattern insert) - Shutterstock. No date. Watercolour floral seamless pattern vector. [Online]. [Accessed 10/04/2020]. Available from: https://www.shutterstock.com/search/watercolour%2Bfloral%2Bseamless%2Bpattern?image_type=vector&ref_context=keyword F43 (box template) - Istock. No date. Plain white box. [Online]. [Accessed 10/04/2020]. Available from: https://www.istockphoto.com/gb/photos/plain-white-box?mediatype=photography&phrase=plain%20white%20box&sort=best F43 (Flower outline) - Activity Village. No date. Flower colouring pages. [Online]. [Accessed 10/04/2020]. Available from: https://www.activityvillage.co.uk/flower-colouring-pages F43 (Flower outline) - Kidspot. No date. Flower colouring pages. [Online]. [Accessed 10/04/2020]. Available from: https://kidspot.co.nz/activities/flower-colouring-page/ F44 – Own image F45 - Boden. 2020. Daisy chino trousers. [Online]. [Accessed 14/04/2020]. Available from: https://www.boden.co.uk/en-gb/daisychino-trousers-tuscan-sun/sty-t0493-dyl?cat=C1_S2_G963&pid=T0493-T0493-G_00000003539 F46 – Rebloggy. 2014. No title. [Online]. [Accessed 14/04/2020]. Available from: http://rebloggy.com/post/photography-computertumblr-iphone-hipster-vintage-indie-coffee-book-tablet-phon/102281092660 F47 - Boden. 2020. Short-sleeved printed tunic. [Online]. [Accessed 14/04/2020]. Available from: https://www.boden.co.uk/engb/short-sleeved-printed-tunic-white-college-navy-bunny/sty-g1967-mul?cat=C1_S13_G18 F48 - @Colourfactoryco on Instagram. 2020. No title. [Online]. [Accessed 14/04/2020]. Available from: https://www.instagram.com/p/B-W6SszBM95/ F49 - Nike News. 2019. Why Nike’s First Sneaker Club for Kids is a Parent’s Best Friend. [Online]. [Accessed 14/04/2020]. Available from: https://news.nike.com/news/nike-adventure-club F50 – Pinterest. No date. Yellow Aesthetic. [Online]. [Accessed 14/04/2020]. Available from: https://www.pinterest.co.uk/pin/581597739355676869/ F51 - Boden. 2019. Colourblock Sleeve T-Shirt. [Online]. [Accessed 09/01/2019]. Available from: https://www.boden.co.uk/en-gb/short-sleeved-breton-bold-blue-white/sty-g2152-blu?cat=C1_S13_G18 F52 - Boden. 2019. Everyday Cardigan. [Online]. [Accessed 09/01/2019]. Available from: https://www.boden.co.uk/engb/search?q=everyday+cardigan&pid=G1850-RED&page=1 F53 - Boden. 2019. 5 Pack Secret Socks. [Online]. [Accessed 09/01/2019]. Available from: https://www.boden.co.uk/en-gb/5-packsecret-socks-multi/sty-c0524-mul F54 - Boden. 2019. Heart Pocket Cosy Pinafore. [Online]. [Accessed 09/01/2019]. Available from: https://www.boden.co.uk/engb/heart-pocket-cosy-pinafore-summer-poppy-red/sty-g1708-red F55- Boden. 2019. Supersoft Pointelle T-Shirt. [Online]. [Accessed 09/01/2019]. Available from: https://www.boden.co.uk/engb/supersoft-pointelle-t-shirt-grey-marl/sty-g0939-gry F56 - Boden. 2019. 3 Pack Hair Clips. [Online]. [Accessed 09/01/2019]. Available from: https://www.boden.co.uk/en-gb/3-packhair-clips-multi-bows/sty-c0518-mlt F57 - Boden. 2019. Fun Leggings. [Online]. [Accessed 09/01/2019]. Available from: https://www.boden.co.uk/en-gb/fun-leggingscollege-navy-ivory-rainbow/sty-g1770-str F58 - Boden. 2019. Laceless Canvas Pull-Ons. [Online]. [Accessed 09/01/2019]. Available from: https://www.boden.co.uk/engb/laceless-canvas-pull-ons-college-navy/sty-c0575-blu F59 – Own image F60 – Shutterstock. No date. Clothing label images. [Online]. [Accessed 14/04/2020]. Available from: https://www.shutterstock.com/search/clothing+label F61 – istock. No date. Brochure picture, images and stock photos. [Online]. [Accessed 14/04/2020]. Available from: https://www.istockphoto.com/gb/photos/brochure?mediatype=photography&phrase=brochure&sort=best F62 - Boden. 2020. Tiered tassel dress. [Online]. [Accessed 21/04/2020]. Available from: https://www.boden.co.uk/en-gb/tieredtassel-dress-pop-pansy-woodblock/sty-g2018-pnk?cat=C1_S13_G4 F63 - Boden. 2020. Embroidered strappy top. [Online]. [Accessed 21/04/2020]. Available from: https://www.boden.co.uk/engb/embroidered-strappy-top-white/sty-g1127-whi?cat=C1_S13_G18 F64 - Boden. 2020. Tiered tassel dress. [Online]. [Accessed 21/04/2020]. Available from: https://www.boden.co.uk/en-gb/tieredtassel-dress-pop-pansy-woodblock/sty-g2018-pnk?cat=C1_S13_G4

123

F65 - Boden. 2020. Capri trousers. [Online]. [Accessed 21/04/2020]. Available from: https://www.boden.co.uk/en-gb/capritrousers-festival-pink/sty-g1948-pnk?cat=C1_S13_G19 F66 - Boden. 2020. Ruffle wrap dress. [Online]. [Accessed 21/04/2020]. Available from: https://www.boden.co.uk/en-gb/rufflewrap-dress-pop-pansy-pink-tropical-toile/sty-g1759-mpk?cat=C1_S13_G4 F67 - Boden. 2020. Supersoft pointelle t-shirt. [Online]. [Accessed 21/04/2020]. Available from: https://www.boden.co.uk/engb/supersoft-pointelle-t-shirt-starboard-blue-ecru/sty-g0939-nav?cat=C1_S13_G18 F68 - Boden. 2020. Short-sleeved pointelle top. [Online]. [Accessed 21/04/2020]. Available from: https://www.boden.co.uk/engb/short-sleeved-pointelle-top-college-blue-ivory/sty-g0992-nav F69 - Boden. 2020. Sparkle waist pleated trousers. [Online]. [Accessed 21/04/2020]. Available from: https://www.boden.co.uk/engb/sparkle-waist-pleated-trousers-indigo-navy/sty-g1925-blu?cat=C1_S13_G19 F70 - Boden. 2020. Jersey ruffle skort. [Online]. [Accessed 21/04/2020]. Available from: https://www.boden.co.uk/en-gb/girlsskirts?pid=G1186-DBL&page=1 F71 - Boden. 2020. Mini me jersey Charlie dress. [Online]. [Accessed 21/04/2020]. Available from: https://www.boden.co.uk/engb/mini-me-charlie-jersey-dress-bright-camellia-pink/sty-g2072-pnk?cat=C1_S13_G4 F72 - Boden. 2020. Environmental impact. [Online]. [Accessed 21/04/2020]. Available from: https://www.boden.co.uk/engb/environmental-impact?intid=D11_Sustainability_Hub_CB4 F73 - Boden. 2020. Family moments. [Online]. [Accessed 21/04/2020]. Available from: https://www.boden.co.uk/en-gb/familymoments F74 - Boden. 2020. Button through woven playsuit. [Online]. [Accessed 21/04/2020]. Available from: https://www.boden.co.uk/engb/button-through-woven-playsuit-tuscan-sun-yellow-cheetah/sty-g2162-yel F75 - Boden. 2020. Olivia linen shirt dress. [Online]. [Accessed 21/04/2020]. Available from: https://www.boden.co.uk/en-gb/olivialinen-shirt-dress-yellow-spotted-cheetah/sty-w0548-yel?pid=W0548-W0548-G_00000003456 F76 – Own image F77 – Own image F77a – Own image F78 - Boden. 2020. Long-sleeved towelling t-shirt. [Online]. [Accessed 23/04/2020]. Available from: https://www.boden.co.uk/engb/long-sleeved-towelling-t-shirt-white-starboard-blue/sty-b1115-blu?cat=C1_S14_G18 F79 – Tumblr. No date. Kid’s playing. [Online]. [Accessed 23/04/2020]. Available from: https://www.tumblr.com/privacy/consent?redirect=https%3A%2F%2Fwww.tumblr.com%2Ftagged%2Fkids%2Bplaying F80 - Tumblr. No date. Nintendo switch lite. [Online]. [Accessed 23/04/2020]. Available from: https://www.tumblr.com/tagged/nintendo-switch-lite F81 - Boden. 2020. Animal printed t-shirt. [Online]. [Accessed 23/04/2020]. Available from: https://www.boden.co.uk/engb/animals-printed-t-shirt-surfboard-blue-animals/sty-b1165-blu?cat=C1_S14_G18 F82 – Blissed. 2013. Monthly archives: March 2013. [Online]. [Accessed 23/04/2020]. Available from: https://lovelifeandabottleofwine.wordpress.com/2013/03/ F83 - Tumblr. No date. Teen magazine. [Online]. [Accessed 23/04/2020]. Available from: https://www.tumblr.com/tagged/teenmagazines F84 – (phone) Handtec. 2020. Apple iphone. [Online]. [Accessed 23/04/2020]. Available from: https://www.handtec.co.uk/collections/refurbished-iphone-6/products/apple-iphone-6-32gb-space-grey-unlocked-refurbishedgood?variant=12563346063421 F84 – (male 1 and female avatar) Animal Crossing Wiki. No date. Player. [Online]. [Accessed 23/04/2020]. Available from: https://animalcrossing.fandom.com/wiki/Player F84 – (male 2 avatar) YAWD. No date. Animal crossing player png. [Online]. [Accessed 23/04/2020]. Available from: https://yawebdesign.com/explore/animal-crossing-villager-png/ F84 – (all dresses) Boden. 2020. Girl’s dresses. [Online]. [Accessed 21/04/2020]. Available from: https://www.boden.co.uk F85 – (computer) Apple. 2020. How to upgrade to macSO Catalina. [Online]. [Accessed 21/04/2020]. Available from: https://support.apple.com/en-gb/HT201475 F85 – (background) Geekwire. 2020. Nintendo’s ‘Animal Crossing: New Horizons’ is an island escape for a quarantined world — here’s what the reviews say. [Online]. [Accessed 21/04/2020]. Available from: https://www.geekwire.com/2020/nintendos-animalcrossing-new-horizons-island-escape-quarantined-world-heres-reviews-say/ F86 – Jkrew on YouTube. 2019. Make this slime pretty challenge. [Online]. [Accessed 21/04/2020]. Available from: https://www.youtube.com/watch?v=5Q2m93wtmig F87 – FGTV on YouTube. 2016. NIGHT OF JUMP SCARES!! Mike & Chase play GOOSEBUMPS N.O.S. iOS Game! (FGTEEV Scariest Gameplay). [Online]. [Accessed 21/04/2020]. Available from: https://www.youtube.com/watch?v=hLHFOG4cqXU&list=PLIJRpmjbRBgYowHmeVBiuX7sq13d5Fnz-&index=2&t=0s&app=desktop F88 – Ryan’s world on YouTube. 2020. Channel homepage. [Online]. [Accessed 21/04/2020]. Available from: https://www.youtube.com/channel/UChGJGhZ9SOOHvBB0Y4DOO_w F89 - Amazon. 2020. The Nerdy Mummies Cookbook: Sweet Treats for the Geek in all of Us Hardcover. [Online]. [Accessed 21/04/2020]. Available from: https://www.amazon.co.uk/Nerdy-Nummies-Cookbook-Sweet-Treats/dp/075156365X F90 – Own image F91 – Own image F92 – Own image F93 - Boden. 2020. Daisy cropped chino trousers. [Online]. [Accessed 01/05/2020]. Available from: https://www.boden.co.uk/engb/daisy-cropped-chino-trousers-bold-blue/sty-t0495-mbl?cat=C1_S2_G963&pid=T0495-T0495-G_00000003543

124

F94 – Tumblr. No date. Organic botanical. [Online]. [Accessed 01/05/2020]. Available from: https://www.tumblr.com/search/organic%20botanical F95 - Tumblr. No date. Home cooking. [Online]. [Accessed 01/05/2020]. Available from: https://www.tumblr.com/tagged/homecooking F96 - Bo den. 2020. Gresham trousers. [Online]. [Accessed 01/05/2020]. Available from: https://www.boden.co.uk/en-gb/greshamtrousers-navy/sty-t0564-nav?cat=C1_S2_G963&pid=T0564-T0564-G_00000003370 F97 – The Mirror. 2015. You're fur better off with a pet: Research shows animal lovers are happier fitter and wealthier. [Online]. [Accessed 01/05/2020]. Available from: https://www.mirror.co.uk/news/uk-news/youre-fur-better-pet-research-5913925 F98 Tripadvisor. No date. Victoria Leeds. [Online]. [Accessed 01/05/2020]. Available from: https://www.tripadvisor.co.uk/ShowUserReviews-g186411-d211899-r467645789-Victoria_LeedsLeeds_West_Yorkshire_England.html F99- LDNFashion. 2017. Smallest rooftop pub in the UK opens above John Lewis. [Online]. [Accessed 01/05/2020]. Available from: https://www.ldnfashion.com/news/smallest-rooftop-pub-uk-opens-john-lewis/ F100 – Boden. 2018. No title. [Online]. [Accessed 01/05/2020]. Available from: https://www.facebook.com/JohnnieBoden/posts/exciting-news-weve-just-opened-new-john-lewis-concessions-in-leeds-norwichhigh-/10155921546930498/ F101 – Own image F102 - @Colourfactoryco on Instagram. 2020. No title. [Online]. [Accessed 14/04/2020]. Available from: https://www.instagram.com/p/B-W6SszBM95/ F103 – Own image F104 – Pinterest. No date. Mixed Boquete. [Online]. [Accessed 01/05/2020]. Available from: https://www.pinterest.co.uk/pin/70931762867696338/ F105 – Own image F106 – Amazon. No date. Baker Ross design your own keyring (pack of 8) for kids to decorate and kids party bag fillers. [Online]. [Accessed 02/05/2020]. Available from: https://www.amazon.co.uk/Baker-Ross-keyring-Decorate-Fillers/dp/B005OK05XI F107 – Bag template: Bagzdepot. No date. 100 cotton tote bags wholesale. [Online]. [Accessed 02/05/2020]. Available from: https://www.bagzdepot.com/products/100-cotton-tote-bag-wholesale-tb100?variant=13640181940329. Image taken from: Mumford, L. (2020). ‘Major project oral presentation’, DESN 3360: Fashion Marketing Major Project Realisation. University of Leeds. Unpublished presentation. F107 – Bag template: Bagzdepot. No date. 100 cotton tote bags wholesale. [Online]. [Accessed 02/05/2020]. Available from: https://www.bagzdepot.com/products/100-cotton-tote-bag-wholesale-tb100?variant=13640181940329. Image taken from: Mumford, L. (2020). ‘Major project oral presentation’, DESN 3360: Fashion Marketing Major Project Realisation. University of Leeds. Unpublished presentation. F108 – Image taken from: Mumford, L. (2020). ‘Major project oral presentation’, DESN3360: Fashion Marketing Major Project Realisation. University of Leeds. Unpublished presentation. F109 – Shutterstock. No date. Yellow watercolour Print images. [Online]. [Accessed 02/05/2020]. Available from: https://www.shutterstock.com/search/yellow+watercolour+print?image_type=all&search_source=base_related_searches F110 – Own image F111 – Own image F112 – Lincolnshire Live. 2019. John Lewis finally opens Lincolnshire outlet - and it's inside Waitrose. [Online]. [Accessed 01/05/2020]. Available from: https://www.lincolnshirelive.co.uk/news/lincoln-news/john-lewis-finally-opens-lincolnshire-3551085 F113 - Boden. 2020. Embroidered capri trousers. [Online]. [Accessed 01/05/2020]. Available from: https://www.boden.co.uk/engb/embroidered-capri-trousers-white-floral/sty-g2073-wht?cat=C1_S13_G19 F114 - Boden. 2020. Pull on trousers. [Online]. [Accessed 01/05/2020]. Available from: https://www.boden.co.uk/en-gb/pull-ontrousers-festival-pink-ticking/sty-g1783-pnk?cat=C1_S13_G19 F115 - Boden. 2020. Broderie hem skirt. [Online]. [Accessed 01/05/2020]. Available from: https://www.boden.co.uk/engb/broderie-hem-skirt-white/sty-g1742-wht?cat=C1_S13_G13 F116 – Own image F117 - Boden. 2020. Bay jersey shirt. [Online]. [Accessed 04/05/2020]. Available from: https://www.boden.co.uk/en-gb/bay-jerseyshirt-tuscan-sun-daisy-bud/sty-j0568-dyl?cat=C1_S2_G342&pid=J0568-J0568-G_00000003635 F118 – Hootsuite. 2019. How to create a unique Instagram aesthetic that fits your brand. [Online]. [Accessed 04/05/2020]. Available from: https://blog.hootsuite.com/instagram-aesthetic/ F119 – Pinterest. No date. No title. [Online]. [Accessed 04/05/2020]. Available from: https://br.pinterest.com/pin/300967187590781429/ F120 - Boden. 2020. Kelsey linen tunic. [Online]. [Accessed 04/05/2020]. Available from: https://www.boden.co.uk/en-gb/kelseylinen-tunic-ivory-tropical-stamp/sty-w0489-crm?cat=C1_S2_G18 F121 – Pinterest. No date. How to make an initiative… and actually follow through. [Online]. [Accessed 04/05/2020]. Available from: https://www.pinterest.co.uk/pin/727401777294831785/ F122 – Tumblr. No date. Parents of gay kids. [Online]. [Accessed 05/05/2020]. Available from: https://www.tumblr.com/search/parents%20of%20gay%20kids F123 – Pinterest. No date. Log in. [Online]. [Accessed 05/05/2020]. Available from: https://www.pinterest.co.uk/pin/312578030387158930/ F124 – Pinterest. No date. No title. [Online]. [Accessed 05/05/2020]. Available from: https://www.pinterest.co.uk/pin/536421005610001397/

125

F125 – Boden. 2020. Vintage dress. [Online]. [Accessed 05/05/2020]. Available from: https://www.boden.co.uk/en-gb/vintagedress-ivory-daisy-rainbow/sty-g1764-ivo?cat=C1_S13_G4 F126 – Boden. 2020. Family moments. [Online]. [Accessed 05/05/2020]. Available from: https://www.boden.co.uk/en-gb/familymoments?intid=Family_Moments_PLP_Content_Driver F127 – @Dresslikeamum on Instagram. 2020. No title. [Online]. [Accessed 05/05/2020]. Available from: https://www.instagram.com/dresslikeamum/ F128 – @Fleurdeforce on Instagram. 2020. No title. [Online]. [Accessed 05/05/2020]. Available from: https://www.instagram.com/fleurdeforce/ F129 – @Mummyyatesstyle on Instagram. 2020. No title. [Online]. [Accessed 05/05/2020]. Available from: https://www.instagram.com/mummyyatesstyle/ F130 – @Michellekennedylyon on Instagram. 2020. No title. [Online]. [Accessed 05/05/2020]. Available from: https://www.instagram.com/michellekennedylon/ F131 – (Phone template) – Argos. 2020. Sim free iPhone 6S 32GB Mobile Phone – silver. [Online]. [Accessed 07/05/2020]. Available from: https://www.argos.co.uk/product/6040930 F131 – (Image) - @Freddieharrel on Instagram. 2020. No title. [Online]. [Accessed 07/05/2020]. Available from: https://www.instagram.com/freddieharrel/ F132 – Own image F133 – Own image F134 – Own image F135 - Boden. 2020. Short-sleeved printed tunic. [Online]. [Accessed 08/05/2020]. Available from: https://www.boden.co.uk/engb/short-sleeved-printed-tunic-white-multi-ice-creams/sty-g1967-mlt?cat=C1_S13_G18 F136 - Boden. 2020. Slub T-shirt. [Online]. [Accessed 08/05/2020]. Available from: https://www.boden.co.uk/en-gb/slub-t-shirtwhite/sty-g1005-wht?cat=C1_S13_G18 F137 - Boden. 2020. Colour change sequin swimsuit. [Online]. [Accessed 08/05/2020]. Available from: https://www.boden.co.uk/en-gb/colour-change-sequin-swimsuit-yellow-ivory-ice-lolly/sty-g2198-yel?cat=C1_S13_G17 F138 – Own image

126

References • • • • •

• • •

• • • • • • • • • • • • • • • •

Ape App Lab. 2020. A Look at TikTok Overtaking the World in 2019. [Online]. [Accessed 22/02/2020]. Available from: https://en.lab.appa.pe/2020-01/a-look-as-tiktok-overtaking-the-world-in-2019.html Apple. 2020. iPad Air. [Online]. [Accessed 01/05/2020]. Available from: https://www.apple.com/uk/ipad/ Audiocrew. 2020. P.A hire package. [Online]. [Accessed 01/05/2020]. Available from: http://audiocrew.net/wp/index.php/pahire-prices/ Baer, J. 2016. The shocking ROI of influencer marketing. [Online]. [Accessed 07/05/2020]. Available from: https://www.convinceandconvert.com/convince-and-convert-podcast/the-shocking-roi-of-influencer-marketing/ Baker Ross. 2020. Keyring kits. [Online]. [Accessed 01/05/2020]. Available from: https://www.bakerross.co.uk/plasticrectangular-keyringkits?&gclid=CjwKCAjwwMn1BRAUEiwAZ_jnEgNrVJ3XCwLE5EUbdFW80anH1EgUYMrfghk1MIptQlM7by7S_DVz4xoCALUQAvD_B wE Barker, S. 2019. Micro vs macro influencer marketing: know the difference (updated April 2019). [Online]. [Accessed 07/05/2020]. Available from: https://shanebarker.com/blog/macro-vs-micro-influencer-marketing-campaign/ BBC. 2017. Under-age social media use 'on the rise', says Ofcom. [Online]. [Accessed 22/02/2020]. Available from: https://www.bbc.co.uk/news/technology-42153694 Bizay. 2020. Tote bag. [Online]. [Accessed 01/05/2020]. Available from: https://www.bizay.co.uk/totebag?campaignid=1742487262&adgroupid=91300809334&creative=426897931361&keyword=tote%20bag%20printing&matchty pe=e&adposition=&network=g&placement=&target=&targetid=kwd1450452556&device=c&year=&week=&gclid=CjwKCAjwwMn1BRAUEiwAZ_jnEliwSUUgu6Zn45z_P1Ns3F6SBZg57jIRGgFKv6PGJqx Y6qd6acXtyxoCNP4QAvD_BwE&gclsrc=aw.ds CDC.gov. 2018. Births and Natality. [Online]. [Accessed 22/02/2020]. Available from: https://www.cdc.gov/nchs/fastats/births.htm Companies House. 2018. J.P. Boden & Co. Limited. [Online]. [Accessed 22/04/2020]. Available from: https://go.aws/3bIMpqk Cummings, H. No date. Finding your brand’s voice. [Online]. [Accessed 07/05/2020]. Available from: https://www.distilled.net/tone-of-voice/ Edison Research. 2019. Moms on social media 2019. [Online]. [Accessed 07/05/2020]. Available from: https://www.edisonresearch.com/moms-on-social-media-2019/ Eurostat. 2018. Mean age of women at childbirth across EU regions. [Online]. [Accessed 22/02/2020]. Available from: https://ec.europa.eu/eurostat/web/products-eurostat-news/-/DDN-20180323-1?inheritRedirect=true Glover, E. 2019. Social Media is Redefining the Experience of New Motherhood—But Is That a Good Thing? [Online]. [Accessed 07/05/2020]. Available from: https://medium.com/motherly/for-new-moms-social-media-is-the-ultimate-frenemy8590d8d80acd Gwilliam, A. 2019. How much does marketing video production cost? [Online]. [Accessed 30/04/2020]. Available from: https://www.lean-labs.com/blog/how-much-does-marketing-video-production-cost Hammett, E. 2018. From Catalogues to Chatbots: The Next Stage of Boden’s Digital Transformation. [Online]. [Accessed 29/03/2020]. Available from: https://www.marketingweek.com/from-catalogue-to-chatbots-the-next-stage-of-bodens-digitaltransformation/ Hello Print. 2020. Vouchers. [Online]. [Accessed 01/05/2020]. Available from: https://www.helloprint.co.uk/vouchers Hudson, R. 2020. Naïve Daisy. [Online]. London: WGSN. [Accessed: 12/02/2020]. Available from: https://www-wgsncom.eu1.proxy.openathens.net/content/board_viewer/#/85922/page/2 Influencer Marketing Hub. 2020. How much to YouTube ads cost? [Online]. [29/04/2020]. Available from: https://influencermarketinghub.com/how-much-do-youtube-ads-cost/ Innovate Product Design. 2020. Patent an idea: advice and cost. [Online]. [Accessed 22/04/2020]. Available from: https://www.innovate-design.co.uk/patent-advice/ Instagram Business Team. 2016. Reaching moms on Instagram. [Online]. [Accessed 07/05/2020]. Available from: https://business.instagram.com/blog/reaching-moms-on-instagram?locale=en_GB Keller, D. 2019. How much will my packaging cost? – The most burning question in the packaging design world today! [Online]. [Accessed 22/04/2020]. Available from: https://blog.catalpha.com/bid/270945/the-most-burning-question-in-the-packagingdesign-world-today-how-much-will-my-package-cost Kneebone, S. No date. 2020 toys and gaming trends reports. [Online]. [Accessed 22/02/2020]. Available from: https://www.playmr.com.au/blog/toys-and-gaming-trends-2020 Marketing Charts. 2019. Nearly 9 in 10 Parents Say Their Kids Influence Their Purchase Decisions. [Online]. [Accessed 16/03/2020]. Available from: https://www.marketingcharts.com/demographics-and-audiences/teens-and-younger-110809

127

• • • • • • • • • • • • • • • • • • • • • • • • •

McGreevy, R. 2018. 20% of 8-13-year olds talk to strangers online daily. [Online]. [Accessed 22/02/2020]. Available from: https://www.irishtimes.com/life-and-style/health-family/parenting/20-of-8-13-year-olds-talk-to-strangers-online-daily1.3623960 Mummert, H. 2004. Market Focus: Tweens. [Online]. [Accessed 28/02/2020]. Available from: https://www.targetmarketingmag.com/article/market-focus-tweens-28635/all/ Mumford, L. (2019). ‘Major project research portfolio’, DESN 3360: Fashion Marketing Major Project Research. University of Leeds. Unpublished report. Mumford, L. (2020). ‘Major project oral presentation’, DESN 3360: Fashion Marketing Major Project Realisation. University of Leeds. Unpublished presentation. Muston, F., Hall, L. and Smith, K. 2020. Coronavirus: Design Priorities. [Online]. [Accessed 28/02/2020]. Available from: https://www-wgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/86626/page/13 Opinium Research. 2020. Consumer spending during the Coronavirus outbreak: Experiences, expectations and concerns. [Online]. [Accessed 28/02/2020]. Available from: https://www.opinium.co.uk/wp-content/uploads/2020/04/Consumer-spending-duringthe-Coronavirus-outbreak-Experiences-expectations-and-concerns.pdf Pearson, B. 2016. My (Kid's) Generation: 5 Ways Today's Tweens Are Changing Retail. [Online]. [Accessed 28/02/2020]. Available from: https://www.forbes.com/sites/bryanpearson/2016/04/14/my-kids-generation-5-ways-todays-tweens-arechanging-retail/#4e536c4842ef Printed.com. 2020. Create your indoor poster. [Online]. [Accessed 01/05/2020]. Available from: https://www.printed.com/orderwizard/product-options/indoor-posters Quote Zone. 2020. No title. [Online]. [Accessed 01/05/2020]. Available from: https://www.quotezone.co.uk/eventinsurance/one-day Rankpay. No date. How much does SEO cost? [Online]. [Accessed 30/04/2020]. Available from: https://www.rankpay.com/seocost/ Reagan, C. 2019. That sweater you don’t like is a trillion-dollar problem for retailers. These companies want to fix it. [Online]. [Accessed 22/04/2020]. Available from: https://www.cnbc.com/2019/01/10/growing-online-sales-means-more-returns-andtrash-for-landfills.html Rechner, E 2019. Felt Tip Fun. [Online]. London: WGSN. [Accessed: 12/02/2020]. Available from: https://www-wgsncom.eu1.proxy.openathens.net/content/board_viewer/#/85342/page/3 Roesler, P. No date. 10 stats to help marketers reach tweens, teens and young adults. [Online]. [Accessed 28/02/2020]. Available from: https://www.webmarketingpros.com/10-stats-to-help-marketers-reach-tweens-teens-and-young-adults/ Rogers, C. 2015. The Draper’s Interview – Johnny Boden of Boden. [Online]. [Accessed 22/04/2020]. Available from: https://www.drapersonline.com/people/the-drapers-interview-johnnie-bodens-multichannel-vision/5079711.article Royal Mail. 2020. Conversation with Lucy Mumford, 22nd April. Sharma, N. 2019. How much does it cost to hire a game app developer. [Online]. [Accessed 30/04/2020]. Available from: https://www.brsoftech.com/blog/much-cost-hire-game-developer/ Silk, D. 2018. 5 Tips on How to Successfully Market to Millennial Moms. [Online]. [Accessed 11/03/2020]. Available from: https://www.entrepreneur.com/article/309647 Smith, L. 2017. Snapchat, Musical.ly, and Instagram – 8 Year Old Children on 13+ Apps. [Online]. [Accessed 22/02/2020]. Available from: https://thecybersafetylady.com.au/2017/12/snapchat-musical-ly-and-instagram-8-year-old-children-on-13apps/ Stone, S. 2018. The 8 Things About Millennial Women and Millennial Moms You May Be Missing. [Online]. [Accessed 11/03/2020]. Available from: https://www.theshelf.com/the-blog/millennial-women-millennial-moms Swan, Z. 2017. What legal documents do I need to create an app? [Online]. [Accessed 30/04/2020]. Available from: https://lawpath.com.au/blog/what-legal-documents-do-i-need-to-create-an-app Teel, J. 2018. Idea to Prototype – Understanding Product Development Costs. [Online]. [Accessed 22/04/2020]. Available from: https://predictabledesigns.com/idea-to-prototype-understanding-product-development-costs/ Thefocusgroup. No date. The component costs of a focus groups. [Online]. [Accessed 30/04/2020]. Available from: https://www.thefocusgroup.co.uk/methods-and-expertise/the-component-costs-of-a-focus-group/ Upside Business Consultants. No date. How to market to tweens – tween marketing tips. [Online]. [Accessed 28/02/2020]. Available from: https://upsidebusiness.com/blog/how-to-market-to-tweens-tween-marketing-tips/ Vernon Research. No date. How Much Does Market Research Cost? [Online]. [Accessed 22/04/2020]. Available from: http://www.vernonresearch.com/wp-content/uploads/2018/01/HowMuchDoesMarketResearchCost_ebook.pdf Weber Shandwick. No date. Digital Woman Influencers: Millennial Moms. [Online]. [Accessed 28/02/2020]. Available from: https://www.webershandwick.com/uploads/news/files/MillennialMoms_ExecSummary.pdf

128

Appendix *Any elements of research which have been deemed particularly relevant/important to the brand concept and development have been underlined.

Reflection – research to realisation; initial thoughts Since completing the research portion of the major project, key elements of the proposed idea have developed and changed. Feedback, further learning and greater research have helped to shape certain aspects of the brand’s visual identity, concept and target market in order to create a more comprehensive and ultimately successful product. It was determined that the overall idea was unique and would be desirable to a successfully identified target consumer. The market climate had been well assessed and need for the product was clear, however some key points of improvement were necessary. Important feedback from Sara raised the point that as this was a children’s clothing service which would be purchased by parents, there were two target customers, but in the research stage only the parent has been considered. The child was evidently an important part of the equation, and from the outset of the realisation stage it was clear that identifying and researching this demographic was required. The product needed to be more about them, as currently a key consumer who could be highly influential in their parent’s purchase intent is being alienated. Moreover, when personally reflecting on the work produced in the research portion and initially looking at putting that into practice, I realised that my idea may be too broad, making it convoluted. The product had multiple areas of added value, which in theory were nice, but in reality posed issues with making the product too expensive and making it too complicated to successfully produce. Therefore, the concept needed condensing. For example, it was initially thought that all the items that came in each box would be chosen with the other items in mind - so that they would all ‘go’ together for easy outfit creation (saving parents time on a morning). However, a primary function of the service is to assess what products customers like and don’t like in order to better choose items for them in each coming box. Between the AI continually updating to prevent customers from receiving products they do not want, whilst also trying to choose items which would match one another, it was decided that the constantly developing algorithm may become confused and experience problems. The trade-off between receiving matching outfits and items personalised to the customer’s likes was an easy one. Therefore, to ensure that customers would receive the best items possible for them and to allow Boden to market this service as personalised, the ‘matching styles’ idea was abandoned. The second aspect of added value that needed altering was the aim to create ‘mini-me’ partner items for the parents to purchase. Originally the goal was that the patterns commonly seen in the children’s clothing received in the box would also be used in the adult clothing released around the time of each boxes’ send. This would have required a re-structure for the product design process at Boden and the production of these additional clothes could become expensive. Instead, a more reasonable alternative was to find comparable items to the clothing received in the box (if there was one for that item) and advertise said product to the parent in an information brochure included in their box. As a lot of the adult clothing at Boden is as bright and heavily patterned as the children’s clothing is, it seemed realistic that many items would have a suitable accompaniment. Research in part one cemented the fact that the elements of personalisation, exclusivity and discounted pricing were the most practical for the brand to implement, and also the most desirable for the chosen target market; these ideas were continued with and developed further.

129

Research – the child and pre-teen market and shopping behaviour Demographic profile: As the parental portion of the target market is estimated at being around 35, the general expected age of their child would range from one up to 12, making the mother between 23 and 34 years old when they gave birth. Research has shown that the average age of new mothers in Europe is 30 years old, whereas in the USA it is 26.6 (Eurostat, 2018; CDC.Gov, 2018). As the two chosen geographic regions for the product, these maternal age statistics back up the chosen predicted ages of the parent and child target markets. The age range of the expected child makes them ‘Gen Alpha.’ Kids trends market; toys and games: (Below: Kneebone, no date) • •

The children’s toys and games market is expected to have an annual growth rate of 4.5% during 2019 to 2024. “As technology develops at pace, children are moving away from toys and towards gaming at an earlier age.” Growth within the industry is being driven by various factors: • “The growing number of dual-income households as well as rising income in emerging markets.” • “Advances in technology (such as VR and mobile) driving demand for video games.” • “Increasing social media penetration and engagement.” • “New business models proliferating, such as subscription box services.”

“The introduction of the box subscription services in this industry will revolutionize the global toys market over the next few years. The toy box subscription works by curating to the needs of the children... The proliferation of these business models will propel the development of the global toys market during the forecast period.” • •

PR Newshire, 2018, cited by Kneebone, no date.

“Educational, interactive and multi-functional toys are also increasing in popularity as families in developed markets choose to purchase them as a tool for childhood development.” Children “are increasingly turning to building virtual worlds rather than physical creations…as a form of selfexpression” - Hence games like Animal Crossing released in March 2020 have created multi-million-pound revenue.

“As the tools for producing 3D virtual worlds go mainstream, more and more people are using them as an outlet for creativity and communication.” -

Wired, 2019, cited by Kneebone, 2020.

Needed measures for gaming success in 2020: • • • •

“Don’t forget the parents.” Such as including educational elements within the games. “Keep up-to-date with changing consumer attitudes, such as evolving beliefs about gender.” “Incorporate influencer marketing (such as famous YouTubers) into your strategy for maximum results.” “Play into the global “unboxing” trend by creating an element of surprise for kids.”

130

Children’s influence on parent’s purchase intention: (Below: Mummert, 2004) •

•

“Tweens greatly influence household spending, says Tracy Donohue, director of sales and marketing, Mal Dunn Associates Inc., a list brokerage and management firm in Brewster, NY. This influence represents another $170 billion in spending power, according to research conducted by one of Mal Dunn’s clients that serves the tween market.” “The familiarity of this market with the online environment and parents’ tendencies to draw all family members into household purchasing decisions parlays into tweens having input on everything from which restaurants to frequent and what movies to see, to what cars to buy, and even what clothing styles parents should wear.”

(Below: Marketing Charts, 2019) • • • • • •

“87% of parents surveyed say their children influence their purchase decisions.” “Just about half (48%) of parents report that their children have influence over purchases specifically for the child, while more than one-third (36%) say their children influence purchases for the household.” “Parents say the top aspects of the purchase their children influence most are: the specific brand to consider (52%); the product features that are important (48%); and, the specific retailers to consider (41%).” “Almost three-quarters (72%) of parents say they involve their children in the beginning stage of the purchase journey, allowing them to research products in-store (69%), online (67%) and by watching commercials (60%). Some even go so far as to encourage their children to add items to a wish list or shopping cart (56%).” “Only 12% get their children involved after purchase when they are either leaving reviews or making returns.” “The survey found that 84% of parents are more likely to shop at a retailer that makes it easy for them to involve their children in the shopping process.”

Graph from Marketing Charts, 2019.

131

Marketing to tweens: (Below: Upside Business Consultants, no date.) • • • • • •

Aged 8-12 years old (upper percent of the anticipated consumer age). This group has developed more opinions than younger children and need to be enticed more heavily to want something; they are not happy at just having clothing/toys selected for them by their parents anymore. “Tweens desire to stand out from the crowd, but they also want to win the approval of their friends.” “When a child falls head over heels with a product, you can count on them telling their friends.” “They like video games, movies, dolls, collectibles and books.” “As long as a product is cool and easy-to-use, it wins the approval stamp for tweens.” “Today’s top websites for Tweens include: Disney.com, Nick.com, Webkinz.com, YouTube.com and Facebook.”

(Below: Roesler, no date.) • • •

“Marketers who are able to catch the attention of younger consumers can find themselves with a customer for life if they treat them right.” “54% of kids aged for 2-4 watch TV with adults, it’s 41% for kids age 5-7 and the rate drops to just under 30% of US kids by ages 8-17. This means marketers who are trying to reach parents by advertising on kid’s programs are reaching fewer adults as the kids age.” “A Nielsen study from the end of 2014 reported that 90% of US children aged 6-12 play video games.”

(Below: Mummert, 2004.) •

• • • • • •

•

A child “wields a considerable amount of spending power. The 2003 Yankelovich Youth MONITOR study—based on interviews with 748 8-year-olds to 12-year-olds—reports $20 billion in annual income for tweens. They receive this money from gifts, allowances, extra spending money given by a parent (for, say, going to the movies) and payments for picking.” “The Youth MONITOR study… shows a big jump in brand preference between 6-year-olds and 7-year-olds, underscoring that tweens will only continue to become more brand-conscious.” “While books and music appeal to most tweens, girls skew toward apparel, beauty products and magazines, and boys are more interested in electronics and games.” “Apparel is always a draw for girls, but boys are showing more interest in clothing these days.” “Another important characteristic to know about tweens is their comfort with technology. Today, this market has access to much of the technology that teens and adults use, such as e-mail, the Internet and cell phones.” “Understandably, because of this group’s age range, there is no such thing as direct marketing to tweens. Lists for the tween market typically are slugged at the household level or to the “parents of” the tween.” ““There is a lot of heightened sensitivity to marketing to this audience,” says Harmeling, “so the safest approach is to talk to the tween’s family as a unit.” You can use demographics, geographics and psychographics on the parents of tween children to more accurately target this market, says Harmeling. By looking at the parents’ education level, the magazines they subscribe to and their hobbies, for example, you can get an idea of their lifestyle and thus the lifestyle of the tween.” “And don’t forget grandparents and other gift-givers who buy for tweens, says Donohue. This strategy works well for catalogers and education-related marketers.”

(Below: Pearson, 2016.) • •

“Tweens, particularly tween girls, are at the age when they begin to establish their own sense of style, which is influenced by social media and the Internet.” “This means they are more likely going to be interested in what is on trend and is relevant to their idols than the name on the label.”

132

Primary research A short questionnaire was prepared to help bolster secondary research findings. The questionnaire was answered by 31 7-12year olds. The questions were as follows: -

Do you own your own tablet or smartphone? Do you use any social media platforms? (If any) who are your favourite bloggers/celebrities on these platforms?

14 boys answered 17 girls answered The spread of ages was 7-12, with the mean age being 9.8. 15 participants had access to their own tablet. 20 participants had access to their own smart phone. 3 participants did not own their own tablet or smartphone, but all had access to family devices. The spread on social media accounts is as follows: YouTube – 29 WhatsApp – 14 TikTok – 14 Instagram – 9 Snapchat – 6 Houseparty – 5 Facebook Messenger – 1 Facebook – 0 It was specified by 6 participants that the child used their parent’s accounts for at least some of these platforms. Bloggers/celebrities that appeared more than 3 times in answers were - Ryan’s World - Norris Nuts - Dan TDM - JKrew

Research and reflection – pre-teen marketing concerns: Research suggested that a large number of tweens are avid users of social media. For example: •

70% of 8-13-year old’s own a smart phone and use social media (McGreevy, 2018).

•

Snapchat has been one of the fastest growing platforms in terms of popularity amongst pre-teens (Smith, 2017; BBC, 2017).

•

On the relatively new platform TikTok nearly 40% of users are under 20 years old (the minimum age to use TikTok is 13, but there have been reports that the app is regularly used by those as young as nine) (App Ape, 2020).

Initially it was decided that to market the product (primarily the game which comes with the product) to this group, Snapchat adverts and gifting to TikTok influencers prevalent with this demographic would be used. However, when looking into this further it was found that to use many social media apps (including Facebook, Instagram, TikTok and Snapchat) had a minimum age restriction of 13; older than the primary target market. If this group is not meant to be using these apps then the age information, they are providing to use them must be incorrect. In this case, using age range targeted adverts, the best option for reaching this specific demographic, would not work, meaning there is a strong possibility the adverts may reach an audience thy were not intended for. Furthermore, anyone found to be under 13 creating content on TikTok can have their account suspended and content removed; meaning any money spent gifting to these influencers would be wasted if this were to happen.

133

Moreover, primary research displayed that use of social media by this age group may not be as prevalent as secondary research first suggested. The only social media which appeared across almost all participants was YouTube. Researching further into the idea of using YouTube adverts for this group, I started to look into some of the popular names given by questionnaire participants of people they followed on the streaming platform. On the landing page for certain searches banner ads appeared at the top promoting toys and other kids’ items, again, adverts appeared at the start of videos which were clearly designed for children (such as toy reviews etc). During this research ‘YouTube kids’ frequently appeared as an app download advert, promoting a platform ‘made just for children’ which filtered available content and had heightened parental controls, but still featured adverts. This opened up a very viable option of being able to directly target this group in a way that couldn’t be done on other platforms.

Reflection – Visual branding In a group tutorial session with Paul Young I discussed with him the creation of branding for a new subsidiary of an existing brand; as I had concerns about not being able to successfully create my own independent visual brand due to it being part of an existing one. Paul made it clear that whilst it must still be recognisable as belonging to the parent brand, having its own identity was crucial, and one of the best ways to do this was through really creating a ‘condensed’ image palette. A condensed image palette refers to using the minimum number of colours, prints and other design elements possible. Whilst some brands may have a large number of design elements, by using only a very small number a greater sense of congruity is created for the viewer; something crucial to ensure the Mini Boden Box had its own identity. With this in mind, I began to look at important areas of the Boden visual brand, such as their colour scheme, logo and font and made considerations into how these could be adapted to make them the boxes’ own. Logo: Boden over the past few years have updated their logo from their name with the yellow circle behind it, to a plain name only logo. The yellow shape idea was reintroduced for the Mini Boden Box logo in the shape of flower. Not only would this make the logo more appropriate for a children’s product, it was thought it may reinstate a certain nostalgia for parents who have been shopping with Boden for a number of years. The original and updated Boden logo:

The Mini Boden Box primary logo:

The Mini Boden Box secondary logo: Initially, two secondary logos were created for the service for areas where the main logo may be too big. When further considering what had been previously discussed about a condensed image palette, only one of the logos was kept. The remaining logo was kept as it was decided it more closely linked with the primary logo and the abbreviation to ‘MBB’ was not going to be used anywhere else within the brand, so there was concern that using this on a logo may be unclear to some customers.

134

The unused secondary logo:

The used secondary logo:

Font: Ideally, the actual main Boden fonts would have been used for the Mini Boden Box to keep consistency, however, I was unable to acquire them. Therefore, using a selection of online font services I tried to find the nearest font possible to the genuine Boden ones. Boden key font:

Boden header font:

Boden copy font:

(All images taken from: Boden. 2020. Boden.co.uk homepage. [Online]. [Accessed 28/02/2020]. Available from: https://www.boden.co.uk/en-gb) Font development: Only two fonts were chosen for the Mini Boden Box, one comparative to the Boden ‘Key font’ which would be the brand’s primary font, and Boden’s ‘header font’ which would be the secondary font. Primary font journey:

Secondary font journey:

Colours: The primary colour for the Mini Boden Box was chosen as the same sunshine yellow shade as used by Boden. Two additional colours, a sage green and a sky blue, were chosen as secondary shades to accompany the yellow as this created a gender-neutral palette appropriate for all users of the brand. Patterns: The primary pattern designs to be used as elements such as page backgrounds have been based upon research into 2020 children’s design predictions from WGSN (see following two sections). From these, a set of floral motifs have been made which also tie in with the colours and logo crated. These pattern choices have been used heavily throughout the portfolio’s visual design.

135

‘Naïve Daisy’: from Hudson, 2020. • • • • •

“Spring daisies are the must-have floral for S/S 20, adopting a simple and naive approach for the new season” “Daisy motifs are explored as a key floral pattern for girl’s wear.” “Focus on daisy florals with a simple and naive handwriting, opting for filled-in and outline motifs, echoing the WGSN-backed #felttipfun technique” “Keep colour true to form for the commercial market and play with outlined iterations for a seasonless approach.” “Drop: Spring 2020.”

‘Felt tip fun’: from Rechner, 2019. • • • • • •

“Seen in both girls and boy’s wear, #felttipfun has been trending on WGSN's Fashion Feed “This technique was seen in abundance at the S/S 20 trade shows, with colourful conversationals a key message for kids.” “For prints, use bold colour combinations to create impact on light grounds.” “Use outlines sparingly for younger age ranges, while for tweens, include more detail and less colour on everything from dresses to skirts and sweatshirts.” “This print story will work well for gender-neutral ranges.” Drop: Spring 2020

Conversational prints example (taken from Rechner, 2019):

136

Reflection

CV19

Due to the outbreak of Covid 19 during the middle of the realisation process, certain initial plans had to be adapted. For example, I had planned to undertake a photoshoot using Boden clothing with a friend’s young daughter. These images would have enhanced the portfolio, as if successful they would have displayed my understanding of Boden’s visual identity and my ability to capture this within my own work. Furthermore, from a more practical standpoint, being my own images would have meant there would be no potential copyright issues, making it easier to use my portfolio in the future. Obviously due to social distancing, this photoshoot had to be cancelled. I was still keen to try and use my own images throughout the portfolio, so as a comprise I instead just photographed the clothing I had ordered for the photoshoot, as well as a selection of other fabrics and objects I had available which matched the colour scheme and visual theme I was aiming to create for the Mini Boden Box. Between the photographs I managed to take and the illustrations I created, I am happy that I have made my own visuals which I do believe link well with the Boden identity. The biggest downside, however, is that I have had to use far more images from the Boden website than anticipated in order to display the product my proposed service is selling.

Research – impact of CV19 on spending habits: (Below: Muston, Hall and Smith, 2020) 2020 will define the future of fashion. The industry is already in the process of significant transformation, but now as many parts of the world move into anti-viral lockdown, coronavirus becomes the catalyst for truly seismic change. There are many expected consumer trends due to CV19 relevant to the Mini Boden Box: Design for digital: “As isolation forcibly shifts us from physical to digital, we will conduct more of our lives through our screens. Products which stand out on screen will be essential. • • • •

GameScape: in an era of countless real-world anxieties, the digital space is an antidote that offers escapism and self-expression, and digital will become more influential in the physical realm as we enter a new decade. Player One: fantasy landscapes, hyper-digital colours and retro activewear form the basis of this screenready story. Design for Digital: explore designs, materials and colours that will stand out on screen. Glitches and digital debris form print stories, while reflective components and dichroic finishes create ephemeral, otherworldly surfaces. Colour of the Year 2021: A.I. Aqua, which has a digital quality, in line with a world where tech will be faster and more pervasive than ever."

The end of more: “Enforced isolation will amplify 2021's minimalist-led macro driver with more considered consumption, focusing future product requirements around utility, versatility and longevity. • • •

Big Ideas 2021: scaling-back on SKUs to trade on quality over quantity has its risks, but done right, supply chains can be streamlined, speed to market can be improved, and a more confident and cohesive brand message can be communicated. Kids' Alternative Utility: extend product life cycles and create products for the long run, using extend-andshorten features, high-quality fabrics and roomy silhouettes. Re-evaluate the Essentials: focus on quality materials and perfect fits to give them longer, more classic appeal.”

137

•

“When consumers are asked how they expect their flexible monthly savings (e.g. groceries, entertainment, going out) might change as a result of COVID-19, almost two in five (37%) believe they will be spending less overall, particularly 18-34-year olds (44%).” Fashion is expected to have a big hit: “The main reasons being the absence of socialising, lack of need for new clothes and the reduction in travel costs. On the other hand, one in five (22%) believe that they will be spending more than usual. The key reasons for this being the need for more in-home entertainment, desire for home improvements but predominantly for the increase in grocery supplies.” “Ultimately fashion retailers need to understand how to encourage those who aren’t typical online shoppers to use their website and to feel secure in doing so quickly, in order to maintain buying behaviour.”

Graph from Opinium Research, 2020. Reflection – impact of CV19 on product launch: Based upon consumer buying concerns due to insecurities over jobs and future financial situations, it is a difficult time to release a new business; especially bearing in mind that research has shown fashion is currently one of the areas being most affected. Originally, it was decided that the product would be released for summer, but due to CV19, this has been pushed back to a winter launch as it is important to let the economy recover for a period before the release date.

138

First year financial predictions: Product development: 6500 new subscriptions have been estimated in the first year, which will be split across all levels of box. It is expected that the cheaper, less regular boxes would be more popular, so the 6500 subscriptions were split as follows: Bi-annual box: 4 item box = £80 6 item box = £112 8 item box = £135

£160 (P/A) £224 (P/A) £270 (P/A)

x 2000 subs = £480,000 x 1000 subs = £224,000 x 1000 subs = £270,000

Quarterly box: 4 item box = £74 6 item box = £99 8 item box = £126

£296 (P/A) £396 (P/A) £504 (P/A)

x 500 subs = £148,000 x 500 subs = £198,000 x 500 subs = £252,000 = £1,572,000

Return rate has been calculated at 35%. This figure came from Reagan (2019) who stated that “15 to 40 percent of online purchases” end up returned. £1,572,000 x 0.65 = £1,021,800

Influencer marketing: 600 of the 6500 new subscriptions have been estimated from the influencer programme in the first year, which will be split across all levels of box. It is expected that the cheaper, less regular boxes would be more popular, so the 1000 subscriptions were split as follows: 4 item box = £80 6 item box = £112 8 item box = £135

£160 (P/A) £224 (P/A) £270 (P/A)

x 170 subs = £27,200 x 130 subs = £29,120 x 100 subs = £27,000

Quarterly box: 4 item box = £74 6 item box = £99 8 item box = £126

£296 (P/A) £396 (P/A) £504 (P/A)

x 100 subs = £29,600 x 60 subs = £23,760 x 40 subs = £20,160 = £156,840

Return rate has been calculated at 35% as above. £262,100 x 0.65 = £101,946

YouTube adverts –research and costings: (Below: Influencer Marketing Hub, 2020) “Google owns YouTube. Therefore, you advertise on YouTube using the Google AdWords network. As with any other type of Google AdWords campaign, the price of YouTube ads involves you bidding for ad placement. Therefore, it is impossible to say how much YouTube ads cost definitively.” • “YouTube ads have an average cost-per-view of $0.010 – $0.030” “The average cost of reaching 100,000 viewers is around $2,000.”

139

Bidding: • “The key to the level of your YouTube ads costs is the need to bid on ad placement. You are not given any set price for advertising on YouTube.” • “You set yourself a daily budget of what you are prepared to pay for your YouTube advertising. Most businesses allow at least $10 per day for their YouTube advertising campaigns, and then raise this once they have experimented with various options.” • “You only pay when somebody engages with your ad in some way” e.g. they don’t skip it, or they click the call to action.’ • “Make sure that you do your targeting before you set your bidding options. The bidding suggestions that YouTube makes change as you alter your targeting.” • “In most cases, you bid by CPV – cost per view.” Targeting: • “You will find a Targets tab for each of your video campaigns. It works similarly to how you would target different types of people when you buy AdWords in Google Search.” • “You use the Targets tab to narrow down the types of people to whom YouTube will serve your video ad” e.g. setting specific categories of video, geographic reason, time. • “The more targeting options you choose, the tighter your target will be. Two to three targeting options should be sufficient for most target groups.” • “You want to think in terms of keywords. What terms will your target audience likely use when they search for YouTube videos?” • “You will want to include both positive keywords to focus on, and negative keywords to avoid.” Measuring success: • “The key to optimizing your YouTube campaign is reviewing your campaign statistics and understanding what they are telling you. The most important stats are the View Rate of your ads and the Click-through Rate.” • “You will find that you will often obtain the best overall results by being willing to increase the amount you are prepared to pay for your YouTube advertising. Skimping on costs may harm your overall ROI and bottom line.” The chosen type of YouTube advert selected is skippable video ads. The clip is played directly before selected video begins, and the viewer has to watch a minimum of 5 seconds before they can skip, meaning the initial impact of these adverts is important to draw the viewer in to watching the remainder. “You only pay for those skippable videos that viewers watch for 30 seconds or more (unless your ad is shorter than that). So, you do not have to worry about paying for all those people who skip through your video as soon as they can.”

140

F138