: EARTH UNITY :
1
: CONTENTS :
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TREND CONCEPT
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4
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CUSTOMER PROFILE
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6
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BRAND PROFILE
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12
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WHY FJALLRAVEN?
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16
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COMPLETE OPPORTUNITY
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20
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COLOURS
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22
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YARNS
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28
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SILLHOUETTES
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34
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RANGE PLAN OVERVIEW
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42
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ADDED VALUE
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46
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MARKETING CONCEPT
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48
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REFERENCES
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59
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FIGURES
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59
4
: TREND CONCEPT : Due to a series of shifts in the political, social, environmental, technological, and economic spheres a new lifestyle trend has emerged. This lifestyle trend is ‘Earth Unity’, a trend which has transcended into the fashion sector. Earth Unity involves the individual having a feeling of strong connection with our planet, which spills over into their consumption choices, motivating them to purchase more ethically. They want to reduce their carbon footprint, reduce their waste consumption, and help create a better existence for the people and animals whose habitat is being damaged through pollution and deforestation. Whilst many brands are making efforts to be more environmentally sound in order to appease this consumer group, many are still falling behind; seen prevalently in the heavily polluting fashion industry; leaving a gap in the market to be capitalised on. Farraj (2015), head of public development and sustainability at Nielsen, has said that findings show that for some individuals, including many millennials, “personal values are more important than personal benefits, such as cost or convenience”. She continues, stating that “marketers need to connect messaging with the causes that matter most to consumers and that also align with their brand.” As a trend concept to be used by a fashion brand Earth Unity may involve, but is not limited to the following: • • • • • •
Products made from recycled fibres. Products made from completely renewable, organic fibres. Handmade, small-scale production avoiding factory pollution. Recycled product packaging and reduced product packaging. Percentage of purchase price donated to environmental charity. Local-made production to reduce carbon footprint of shipping.
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: TARGET MARKET :
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: DEMOGRAPHIC : •
Relatively even gender split, slightly male dominated.
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Millennial age bracket – 25-30.
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Lives on city suburbs. Provides job opportunities and access to countryside.
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Single or in short-term relationship. No commitment of children to hold back from their busy lifestyle.
: ECONOMIC : •
Higher disposable income.
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Beginning to become secure in job; works hard and plans to become high-up in profession.
: SHOPPING BEHAVIOUR : •
Quality over quantity; has begun transition away from fast-fashion consumption.
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Willing to spend more on a product which helps the environment.
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Likes some style trends but would not be considered a ‘trend follower.’
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Will be loyal to a brand they believe in.
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Wardrobe filled with key, classic pieces updates with smaller purchases and accessories.
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Majority of disposable income spent on exotic holidays. Doesn’t enjoy package/villa holidays, goes for different terrains, extreme environments and adventure.
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: MOTIVATIONS : •
Uses nature and favourite activities as an escape from their intense working lifestyle.
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Health conscious. Strong diet and goes to gym.
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Part of multiple clubs such as hiking/ skiing/ surfing/ walking etc.
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Nature enthusiast.
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Desire to live in the moment.
: PSYCHOGRAPHICS : •
Educated.
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Independent.
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Strong willed.
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Motivated.
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Caring.
: ISSUES : •
Concern for an uncertain future; has seen many political and economic changes and upheavals in their lifetime.
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Environmental upheaval.
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Sourcing money for spending habits.
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: ABOUT US :
: ABOUT US :
“serving nature”
“serving nature” “innovative” “innovative” “Awaken interest” “outdoor enthusiasts” “durable, timeless, functional products”
(Fjallraven, 2018)
“Act responsibly towards animals, people and nature”
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: BRAND PROFILE :
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: ENVIRONMENTAL POLICY : •
Down policy; can trace whole feather down supply chain back to animal, ensures greatest care for birds.
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Removal of PFC impregnation in clothes; harmful chemical replaced by partly-recycled polyester.
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Multiple environmental materials.
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Money from sales donated Conservation Society.
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Products designed for longevity (sustainable design).
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No fluorocarbons used; cannot be broken down naturally.
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Recycled materials used.
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Low-waste production design.
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Support given to local renewable energy projects.
awards to
won
for
Artic
Fox
(All information from Fjallraven, 2018)
16
: WHY FJALLRAVEN FITS : It is important for a brand’s image to have congruence with the lifestyle or idea they wish to promote, in order to provide integrity and make what they’re doing believable for the consumer (Waters, 2018). With this in mind, when choosing a brand to market the trend of unity with the Earth through, it was important to select one who were viewed by consumers as environmentally aware, had a strong environmentally-focused company policy, and potentially had an outdoors or nature-based product focus. Fjallraven adhered to all three of these factors. Results from a primary research survey showed many believed Fjallraven to be an environmentally conscious brand (see appendix 5, research journal), and their numerous production and processing policies prove this. Moreover, all products sold by Fjallraven are designed with durability in mind, made for the outdoors and to combat all weathers and terrains. When looking at the environmental policy of Fjallraven it became apparent that it aligned well with many of the motivations of the target market for Unity with the Earth, further displaying their appropriateness as a brand for the proposed trend.
: THE MILLENNIAL :
: FJALLRAVEN :
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Vegetarian/vegans
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Save the Artic Fox campaign
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Anti-fur campaigners
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No real fur used in products
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Keen interest in travel
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Travel edits
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Disinterested in fast-fashion
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Design for longevity & durability
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Avid recyclers
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Recycled fibres used in products
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: THE COMPLETE OPPORTUNITY : The final opportunity is centred around a charity collection collaboration between Fjallraven and the WWF. There will be three themes based upon endangered animals and their environment in the collection, each with a different colour story, collection of silhouettes and material properties; all of which will be based upon the properties of Fjallraven combined with characteristics of the animals they are supporting. Each animal’s collection will be tailored for a different area of exploration suited to the Fjallraven target market and the conscious millennial who’s interested in travel. Moreover, as well as the collections being suited to three different environments, the fabric properties whilst being lightweight and breathable for summer will also provide waterproofing and some warmth, making them transeasonal. Being transeasonable means the collection will be more environmentally friendly, as the buyer will be able to limit their clothes purchasing for the changing weather, thus reducing their material consumption.
THE ASIAN ELEPHANT • dessert/summer • Neutral shades, greys, browns. • Hot weather. • Light-weight, breathable fabrics. • Loose silhouettes, short sleeves. • Dessert appropriate.
THE BLUE WHALE • water • Cool tones, sea greens, blues. • Designed for aquatic use. • Waterproofing and quick dry.
THE BORNEAN ORANGUTAN • rainforest/spring • Bright colours, oranges, yellows, greens. • Inter-seasonal. • Light-weight, breathable fabrics • Splash proof properties. • Long sleeves, fitted silhouettes. • Rainforest trekking appropriate.
ADDED VALUE • Special edition WWF packaging • Information included with purchase on animal you are supporting. • Percentage of purchase donated to WWF.
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: NEW COLOUR STORY :
CORE COLOURS
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: ASIAN ELEPHANT :
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: NEW COLOUR STORY : BORNEAN
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ORANGUTAN :
CORE COLOURS
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CORE COLOURS
: NEW COLOUR STORY : BLUE WHALE :
27
28
: FABRIC
CORE YARNS
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& YARN PALETTE :
TREND QUALITIES: BREATHABLE WATERPROOF PLANT FIBRES RECYCLED FIBRES LIGHT WEIGHT WINDPROOF ABSORBANT TACTILE
SS19 QUALITIES: SUPPLE DELICATE TRANSPARENCY MATERIAL HYBRID QUALITY
CORYLON
ORGANIC COTTON
Fabric description flap
G-1000 AIR
Fabric description flap back
Fabric description flap
LINING MESH
ECOSHELL
TENCEL LYOCEL
Fabric description flap back
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: FABRIC SAMPLES :
34
: SILHOUETTES : The proposed silhouettes for the collection are based primarily off the classic spring summer silhouettes that Fjallraven tend to offer. Due to the practical purposes the products are designed to serve the silhouette of them cannot be derived from too greatly, as this may compromise their functionality. However, small adjustments to the silhouettes of the proposed designs have been made based off the predictions put forward by WGSN (2018). There has been a focus on loose fitting shapes that drape over the body, with straight legs on trousers and shorts a vital part of this. Whilst offering comfort, freedom of movement and breathability for the climate and activity the garment is intended for, a loose fit has been an important aesthetic described as the previously discussed ‘linen lounge’ (see research journal page 57).
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: RANGE PLAN OVERVIEW :
IMAGE
NAME
COMPOSITION
Lightweight cotton blend utility trouser
75% cotton, 25% G1000 Air
Ecoshell walking short
100% Ecoshell
The basic natural T Shirt
87% cotton, 13% Tencel Lyocel
Lightweight cotton jumper
65% cotton, 35% polyester
Ultra-thin splash jacket
100% G-1000 lite
water-proof trouser
Heavy duty rain coat
90% Corylon, 10% Ecoshell
83% Corylon, 17% Ecoshell
COLOURS
PRICE
PRODUCTION VALUE
REVENUE PER UNIT
Ivory Sahara dust Bush land
£85
£63
£22
Watering hole Elephant Bush land
£75
£52
£23
Ivory Watering hole Elephant
£30
£18
£12
Tangerine Forest sun Amazon leaf
£58
£34
£24
£135
£81
£54
Deep water Ocean green Sea foam
£95
£69
£26
Deep water Ocean green Sea foam
£250
£168
£82
Tropicana Exotic mango
COLOURS
PRICE
PRODUCTION VALUE
REVENUE PER UNIT
Ivory Sahara dust Bush land
£85
£63
£22
Watering hole Elephant Bush land
£75
£52
£23
Ivory Watering hole Elephant
£30
£18
£12
Tangerine Forest sun Amazon leaf
£58
£34
£24
£135
£81
£54
Deep water Ocean green Sea foam
£95
£69
£26
Deep water Ocean green Sea foam
£250
£168
£82
Tropicana Exotic mango
46
: ADDED VALUE : CHARITY DONATION: 3% of the money from every purchase of the limited-edition collection will be donated to the World Wildlife Fund. As part of the special packaging that comes with the purchase, customers will receive an information booklet inside their online order parcel or in their bag if the purchase is made in-store. This booklet will show the customer what projects money donated to the WWF has helped fund in relation to the specific animal that has inspired their garment.
LIMITED-EDITION PACKAGING: As well as the information
booklet, the online order packaging, carrier bags, and clothing tags will feature special, limited-edition designs. All packaging (carrier bags, delivery boxes) will be made from 100% recycled paper fibres and are again 100% recyclable.
SPECIAL LOGO: Every item in the collection will have a special
logo attached to it in place of the traditional artic fox symbol Fjallraven clothes normally have. The logo will be in the same style as the fox, but instead will be a whale, an orangutan or an elephant.
Classic Fjallraven logo:
Proposed whale logo:
Proposed elephant logo:
47
: MOCK-UPS :
48
: MARKETING CONCEPT :
KEY MARKETING AIMS: 1. INFORM ON THE CHARITABLE NATURE OF THE COLLECTION AND SHOW THE CUSTOMER HOW THEY CAN HELP. 2. CREATE CONTINUAL INTEREST IN THE COLLECTION BY USING A SLOW-RELEASE INFORMATION APPROACH IN RUN UP TO THE OFFICIAL RELEASE. 3. CONTINUE TO SHOW THE QUALITY OF THE PRODUCTS ON OFFER.
: FULL MARKETING COMMUNICATIONS PLAN :
50
: MARKETING TIMELINE :
In compe an
Instagram competition begins
First video released to YouTube and social media platforms
Outdoor advertising posters put up
Collection announced via website edit
Feb 10th
Collection available to browse online
Interactive safari featureput online
March 5th
March 15th
March 25th
April 5th
April 19th
Instagram petition winners announced
Window displays created
Launch
April 24th
April 27th
May 1st
: POSTER MOCK UPS :
54
: VR INTERACTIVE SAFARI SHOTS :
: WEBSITE HOME PAGE MOCK UP :
: IN-STORE VISUAL MERCHANDISING MOOD BOARD :
: FÄRDIGTA :
: REFERENCES :
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Farajj, G cited in Nielsen. 2015. GREEN GENERATION: MILLENNIALS SAY SUSTAINABILITY IS A SHOPPING PRIORITY . [Online]. [Accessed 19/02/18]. Available from: http://bit.ly/2eR1FUW
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Fjallraven. 2018. About us. [Online]. https://www.fjallraven.com/responsibility
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Fjallraven. 2018. Environmental policy. [Online]. [Accessed 25/02/18]. Available from: https://www.fjallraven.com/about-fjallraven/sustainability/
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Waters, B. 2018. Celebrity Influence. DESN2375 Fashion Promotions. 20/02/18, University of Leeds.
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WGSN. 2018. Buyers briefing SS19: Womenswear key messages and looks. [Online]. [Accessed 20/04/18]. Available from: https://0-www-wgsncom.wam.leeds.ac.uk/content/board_viewer/#/78247/page/1
[Accessed
25/02/18].
Available from:
: FIGURES : FRONT COVER: • YouTube (screenshot). 2017. Fjallraven – Forever nature, Fall and Winter 2017.[Online]. [Accessed 27/02/18]. Available from: https://www.youtube.com/watch?v=ro4dYk1G2B8 INTRODUCTORY PAGE (TOP-BOTTOM): • Pictame. 2018. #kankenmedias. [Online]. [Accessed 18/02/18]. Available from: http://www.pictame.com/tag/kankens • Fjallraven. 2018. Home page. [Online]. [Accessed 27/02/18]. Available from: https://www.fjallraven.com/ LOGO PAGE: • Fjallraven. 2018. Home page. [Online]. [Accessed 27/02/18]. Available from: https://www.fjallraven.com/ CONTENTS: • Fjallraven. 2017. No name. [Online]. [Accessed 10/02/18]. Available from: http://www.lacasafilms.com/wp-content/uploads/2016/10/foto10.jpg PAGE 2: • Summit post. 2009. Black and white mountains. [Online]. [Accessed 05/05/18]. Available from: https://www.summitpost.org/black-and-white-mountains/564832
PAGE 5: • LE Book. 2016.Fashion for men – wilderness. [Online]. [Accessed 18/02/18]. Available from: http://www.lebook.com/creative/fashion-men-wilderness-editorial-2016 PAGE 6 (LEFT-RIGHT, TOP-BOTTOM): • Pinterest. 2018. N-E x Cali Thornhill DeWitt. [Online]. [Accessed 18/02/18]. Available from: https://www.pinterest.co.uk/pin/26458716545911961/ • Pinterest. 2018. Girls skating in the 70s. [Online]. [Accessed 18/02/18]. Available from: https://www.pinterest.co.uk/pin/531917405962741988/ • Fjallraven. 2018. Our history. [Online]. [Accessed 27/02/18]. Available from: https://www.fjallraven.com/
PAGE 9 (LEFT-RGHT, TOP-BOTTOM): • Baltermans, D. 1971. Oil worker standing on pipe. [Online]. [Accessed 10/02/18]. Available from: https://grayhawkinsgallery.wordpress.com/2014/02/20/february-172014/ • Pinterest. 2018. Fjallraven Kanken classic forest green backpack. [Online]. [Accessed 27/02/18]. Available from: https://www.pinterest.co.uk/pin/204491639315305813/ • Pinterest. 2018. N-E x Cali Thornhill DeWitt [Online]. [Accessed 18/02/18]. Available from: https://www.pinterest.co.uk/pin/26458716545911968/ PAGE 10: • Fjallraven. 2018. Home page. [Online]. [Accessed 27/02/18]. Available from: https://www.fjallraven.com/ PAGE 11: • Pinterest. 2018. Fjallraven kanken. [Online]. [Accessed 27/02/18]. Available from: https://www.pinterest.co.uk/zitadell/fjallraven-kanken/ PAGE 12-13 (LEFT-RIGHT, TOP-BOTTOM): • Fjallraven. 2018. Greenland update. [Online]. [Accessed 27/02/18]. Available https://www.fjallraven.com/ • Fjallraven. 2018. Home page. [Online]. [Accessed 27/02/18]. Available https://www.fjallraven.com/ • Fjallraven. 2018. Home page. [Online]. [Accessed 27/02/18]. Available https://www.fjallraven.com/ • Pexels. No date. NA. [Online]. [Accessed 27/02/18]. Available https://www.pexels.com/photo/close-up-of-sea-foam-248840/ • Fjallraven. 2018. Home page. [Online]. [Accessed 27/02/18]. Available https://www.fjallraven.com/
from: from: from: from: from:
PAGE 14: • Pinterest. No date. Forest mountain, poster. [Online]. [Accessed 27/02/18]. Available from: https://www.pinterest.co.uk/pin/349099408607242906/ PAGE 17 (ALL PHOTOS): • Fjallraven. 2018. [Online]. https://www.fjallraven.com/ PAGE 18:
[Accessed
27/02/18].
Available
from:
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Pinterest. 2018. Fjallraven Kanken Classic sky-blue Backpack. [Online]. [Accessed 18/02/18]. Available from: https://www.pinterest.co.uk/pin/133208101461274764/
PAGE 19: • Pictame. 2018. #kankenmedias. [Online]. [Accessed 18/02/18]. Available from: http://www.pictame.com/tag/kankens PAGE 20: • Pinterest. 2018. African advert. [Online]. [Accessed 27/02/18]. Available from: https://www.pinterest.co.uk/satvads/african-advert/?lp=true
PAGE 22-23 (LEFT-RIGHT, TOP-BOTTOM): • WGSN. 2018. Men's Colour S/S 19: Common Ground. [Online]. [Accessed 11/02/18]. Available from: https://0-www-wgsncom.wam.leeds.ac.uk/content/board_viewer/#/72944/page/1 • Premiere Vision. 2018. Sunshine and Chlorophyll. [Online]. [Accessed 10/04/18]. Available from: https://www.premierevision.com/en/fashion/updating-ss18-colours/ • Premiere Vision. 2018. Best colours S/S19. [Online]. [Accessed 10/04/18]. Available from: https://www.premierevision.com/en/fashion/best-ss-19-colours/ • Premiere Vision. 2018. Spring Summer 19: Orientating. [Online]. [Accessed 10/04/18]. Available from: https://www.premierevision.com/en/fashion/spring-summer-19-opensmarked-taste-exploration/ • Pinterest. 2018. Fjallraven Kanken rucksack. [Online]. [Accessed 11/02/18]. Available from: https://www.pinterest.co.uk/pin/831617887416479745/ • Pinterest. 2018. Fjallraven Kanken rucksack in fog grey. [Online]. [Accessed 11/02/18]. Available from: https://www.pinterest.co.uk/pin/831617887416479737/ • Pinterest. 2018. Clouds in the tip top of the forest [Online]. [Accessed 11/02/18]. Available from: https://www.pinterest.co.uk/pin/831617887416479796/ • Pinterest. 2018. NA. [Online]. [Accessed 11/02/18]. Available from: https://www.pinterest.co.uk/pin/AQry3clPjxhyEFETQ8AMYPsIHk5brnuQds1uMYyrlMcnIyij8YYdwE/ • Pinterest. 2018. Wanterlust travel woods. [Online]. [Accessed 11/02/18]. Available from: https://www.pinterest.co.uk/pin/AXCw7sUMliSe4ZteZTcCleuCBb7hhvfaae2aD3zrOuDiQGtJScqAIg/ • Pinterest. 2018. Asian elephants. [Online]. [Accessed 11/02/18]. Available from: https://www.pinterest.co.uk/pin/831617887416479774/ PAGE 24 – 25 (LEFT-RIGHT, TOP-BOTTOM): • Fjallraven. 2018. Our history. [Online]. [Accessed 27/02/18]. Available from: http://www.timeline.fjallraven.com/?_ga=2.221562968.1784390474.15259499051893604168.1525949905&_gac=1.196225886.1526050327.CjwKCAjw_tTXBRBsEi wArqXyMvpbjJCRiAZ8bfYyM6wg82Rpf4AK0PwB6aqqjeXUKUbEaKo6E2QFRoCXsoQAvD_BwE • Pinterest. 2018. 15 photographs that will open your eyes. [Online]. [Accessed 11/02/18]. Available from: https://www.pinterest.co.uk/pin/831617887416519332/ • Pinterest. 2018. Top 10 most hypnotizing sunsets. [Online]. [Accessed 11/02/18]. Available from: https://www.pinterest.co.uk/pin/831617887416480451/ • Pinterest. 2018.Orphaned baby orangutans safe to sleep in peace. [Online]. [Accessed 11/02/18]. Available from: https://www.pinterest.co.uk/pin/831617887416519314/
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• • • • •
WGSN. 2018. Men's Colour S/S 19: Common Ground. [Online]. [Accessed 11/02/18]. Available from: https://0-www-wgsncom.wam.leeds.ac.uk/content/board_viewer/#/72944/page/1 Premiere Vision. 2018. Sunshine and Chlorophyll. [Online]. [Accessed 10/04/18]. Available from: https://www.premierevision.com/en/fashion/updating-ss18-colours/ Premiere Vision. 2018. Best colours S/S19. [Online]. [Accessed 10/04/18]. Available from: https://www.premierevision.com/en/fashion/best-ss-19-colours/ Premiere Vision. 2018. Spring Summer 19: Orientating. [Online]. [Accessed 10/04/18]. Available from: https://www.premierevision.com/en/fashion/spring-summer-19-opensmarked-taste-exploration/ Pinterest. 2018. Rainforest wall mural. [Online]. [Accessed 11/02/18]. Available from: https://www.pinterest.co.uk/pin/831617887416519337/ Pinterest. 2018. Poison dart frog. [Online]. [Accessed 11/02/18]. Available from: https://www.pinterest.co.uk/pin/310185493064293838/
PAGE 26-27 (LEFT-RIGHT, TOP-BOTTOM): • WGSN. 2018. Men's Colour S/S 19: Common Ground. [Online]. [Accessed 11/02/18]. Available from: https://0-www-wgsncom.wam.leeds.ac.uk/content/board_viewer/#/72944/page/1 • Premiere Vision. 2018. Spring Summer 19: Orientating. [Online]. [Accessed 10/04/18]. Available from: https://www.premierevision.com/en/fashion/spring-summer-19-opensmarked-taste-exploration/ • Premiere Vision. 2018. Sunshine and Chlorophyll. [Online]. [Accessed 10/04/18]. Available from: https://www.premierevision.com/en/fashion/updating-ss18-colours/ • Premiere Vision. 2018. Best colours S/S19. [Online]. [Accessed 10/04/18]. Available from: https://www.premierevision.com/en/fashion/best-ss-19-colours/ • National Geographic. 2017. Flirting blue whales caught on camera. [Online]. [Accessed 11/02/18]. Available from: https://video.nationalgeographic.com/video/news/171012blue-whale-heat-run-rare-vin-spd • Pinterest. 2018. Fjallraven Greenland shirt – Uncle blue. [Online]. [Accessed 11/02/18]. Available from: https://www.pinterest.co.uk/pin/831617887416479013/ • Pinterest. 2018. NA. [Online]. [Accessed 11/02/18]. Available from: https://www.pinterest.co.uk/pin/831617887416478977/ • Pinterest. 2018. NA. [Online]. [Accessed 11/02/18]. Available from: https://www.pinterest.co.uk/pin/831617887416478914/ • National Geographic. 2017. Flirting blue whales caught on camera. [Online]. [Accessed 11/02/18]. Available from: https://video.nationalgeographic.com/video/news/171012blue-whale-heat-run-rare-vin-spd • Pinterest. 2018. Fjallraven Kanken rucksack. [Online]. [Accessed 11/02/18]. Available from: https://www.pinterest.co.uk/pin/831617887416479039/ • Pinterest. 2018. Fjallraven Kanken rucksack in royal blue. [Online]. [Accessed 11/02/18]. Available from: https://www.pinterest.co.uk/pin/831617887416479043/
PAGE 28-29 (LEFT-RIGHT, TOP-BOTTOM): • Fjallraven. 2018. G-1000. [Online]. [Accessed 18/04/18]. Available from: https://www.fjallraven.com/about-fjallraven/materials/g-1000/ • Fjallraven. 2018. Corylon. [Online]. [Accessed 18/04/18]. Available from: https://www.fjallraven.co.uk/about-fjallraven/materials/corylon/ • Fjallraven. 2018. Eco Shell. [Online]. [Accessed 18/04/18]. Available from: https://www.fjallraven.com/about-fjallraven/materials/eco-shell/
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Fjallraven. 2018. Organic cotton. [Online]. [Accessed 18/04/18]. Available from: https://www.fjallraven.com/about-fjallraven/materials/organic-cotton/ Fjallraven. 2018. G-Loft supreme. [Online]. [Accessed 18/04/18]. Available from: https://www.fjallraven.com/about-fjallraven/materials/g-loft/
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Fjallraven. 2017. Explore our collection. [Online]. [Accessed 18/04/18]. Available from https://www.fjallraven.co.uk/
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Fjallraven. 2017. Explore our collection. [Online]. [Accessed 18/04/18]. Available from: https://www.fjallraven.co.uk/
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Fjallraven. 2017. Explore our collection. [Online]. [Accessed 18/04/18]. Available from: https://www.fjallraven.co.uk/
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Fjallraven. 2017. Explore our collection. [Online]. [Accessed 18/04/18]. Available from: https://www.fjallraven.co.uk/
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