PORTFOLIO B - VISUAL PRACTICE 2 NAME: MEGAN BRADY
VICTORIA’S SECRET ILLUSTRATED CAMPAIGN PLAN (HYPOTHETICAL)
CONTENTS
1. Introduction
32.
Look-book inspiration
2.
Critical Path before Covid-19
33.
Look-book colour board
3.
Critical path post Covid-19
34.
Look-book pose board
4.
Title page
35.
Look-book story board
5.
Reflection
36.
Look-book lighting & location
6.
Title page
37.
Look-book contact sheet
7.
Covid-19 impact
38.
Look-book final images
8.
Marketing Mix (The four P’s)
39.
Look-book editing
9.
Marketing Mix (The four E’S)
40.
Title page
10. Budget
41.
Guerrilla Marketing
11. Quote
42.
Fashion revolution
12.
Generation Z
43.
The event plan
13.
Target consumer profile
44.
Title page
14.
Consumer segmentation
45.
The deliverable
15.
Multi-channel marketing
46.
The deliverable floor plan
16.
How Victoria’s Secret will use Multi-channel marketing
47.
The event location
17. Quote
48.
Title page
18.
Title page
49.
19.
Promotional plan flow chart
50.
Instagram promotion 2/2
20.
Title page
51.
Facebook promotion
21.
Social media planning 1/3
52. Victoriassecret.com
22.
Social media planning 2/3
53.
Title page
23.
Social media planning 3/3
54.
Advertising on a billboard
24.
Micro Vs Macro
55.
Advertising on a taxi
25.
Meet the influencers 1/2
56.
References 1/3
26.
Meet the influencers 2/2
57.
References 2/3
27.
Title page
58.
References 3/3
28.
Savage X Fenty
59.
Image References 1/3
29. Quote
60.
Image references 2/3
30. Boux-Avenue
61.
Image references 3/3
31.
Title page
Instagram promotion 1/2
INTRODUCTION
Victoria’s Secret will adopt a new brand identify, a message and a fresh tone a voice that will remain consistent with the corresponding target consumer. The new brand identity will be all about a fresh look that is focused on diversity and body positivity for all women of all shapes and sizes. This campaign plan will include a lookbook that brings new faces, new bodys and a whole new outlook for Victoria’s Secret. Multi media marketing will be used to advertise the campaign and promote the lookbook. Also guerrilla marketing technique will be broken down to experinmental marketing where a one day event will be held for the campaign. “Celebrate your size” will be the slogan that will be repeately used throughout the campaign, on the lookbook, advertising billboards, and across social media channels. Real people, in real photos is the key for a successful body campaign. The images will not be retouched as consumers cannot relate to airbrushed images, which also leaves a bad reputation on the brand for creating unrealistic models. ‘Imperfections’ such as stretch marks, cellulite, rolls, and birthmarks will be seen. Other brands have proven that this is a successful technique, for example, Missguided in 2017 launched its “keep on being you” campaign which celebrated individual inclusivity in fashion and realistic body images (Ekall, 2017). In addition to this, the company ended its year on a high with the winter campaign titled “make your mark” which was 100 percent un-retouched (Hosie, 2017). Having a brand message that celebrates diversity and inclusivity is key for interaction especially when targeting generation Z, who don’t interact with brands that don’t celebrate diversity (Strike Social, n.d.). It is important for Victoria’s Secret to practise a consistent brand image in order to remain successful and appealing towards a specific target consumer, which in this case is Generation Z. To drive purchase intentions, a consistent brand image must be maintained in order to communicate with the brand customer (Ozeum and Azeml, 2018). The promotion of the event will be created via social media accounts e.g Instagram, Facebook and TikTok, advertising will also be seen on billboards around the major cities (listed below). It will include a countdown event of a exlusive preview of the new idenity of the brand The experimental marketing technique will be used to create a one-day event all about Victoria’s Secret, it will involve a pink truck being stationary in major cities like Liverpool, London and Manchester. Along with the truck, taxi’s will be wrapped in Victoria’s Secret branding and will be driven around all the major cities listed to promote. Hashtag #CelebrateYourSize will be printed on the taxis for consumers to interact with the social platforms. Micro influencers will be used to promote the new campaign and event, one from each city to engage with their current local followers. The truck will offer an experience for the consumers to interact with the truck and get a real feel of the new Victoria secret. On the inside of he truck it will have screens playing the look book images on repeat, constantly reminding them that this is Victoria’s Secret now. New product sizes and ranges will be available within the truck so consumers can see what to expect from this new range. Within this research jounral one of my deliverables will be included at the end (the event) and the other deliverable (the look-book) will be in a seperate document.
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CRITICAL PATH
BEFORE COVID-19
2
CRITICAL PATH
AFTER COVID-19
Through the process of this project and before covid-19 circumstances, I found myself sticking to my critical path as I reflected on my VP2A time management wasn’t the best I was motivated to improve this. However, Covid-19 changed a lot to do with the progression of the critical path. Working from home for both my part-time job and university work was hard to keep motivated, I then lost a family member and fell behind with deadlines I had set for myself, so I felt overwhelmed. Critical paths are a must throughout progression of a project as it sets realistic amount of work to be completed in a realistic amount of time. Its easy to get overwhelmed with everything, so by doing so its less pressure on yourself.
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REFLECTION OF VP2 A 4
Using Gibbs (1988) reflective cycle, I will be looking at 6 sections to analyse and reflect upon my visual practise portfolio A project.
DESCRIPTION
Portfolio A was the first part of Visual practice 2. The aim was to create a digital or physical deliverable of a project plan. My deliverable was a brand book which was created by myself and included photos from my photo shoot in the studio. The content of the brand book was to create a new vision/tone of voice for Victoria’s Secret to start their journey of re-branding. I’d like to think of it as the roots of the project of a whole.
FEELINGS
Going into the project I felt fairly confident as I knew my idea of the project quite earlier on. I felt passionate about the issue i was addressing within my project, so i also felt like i had a clear vision.
E V A L U AT I O N A N D A N A LY S I S
CONCLUSION
ACTION PLAN
Throughout the project I felt a variety of emotions, learning new skills and experiences really helped me through my journey. As the submission format was InDesign, I was familiar but didn’t feel confident enough to produce my work on it however as workshops were made to help me I took full advantage of these, and they really helped me produce my work to the way I had wanted. The project as a whole was really up to us and our own ideas which I thought was useful as sometimes doing a project that you’re not 100% passionate about can be hard. The workload of the project had started to dwell on me as I was progressing, however weekly tutor appointments made sure I was kept on track. I had a rocky start due to my other module (enterprise) not going well as expected due to lack of cooperation in the group. There was little amount of other class members who was studying enterprise at the time, so I really felt like I couldn’t relate to anyone else’s current situation and sort of had to plod on regardless. The initial brand book deliverable was straight forward to produce, the amount of research that had to go in before it was the most time-consuming and looking back now after my feed-back I really didn’t do enough even though at the time I felt I did. Looking back at the process and project I think after the struggles I undertook I was proud of myself for coming as far as I did and not asking for an extension. However, I was really taken back by my feedback as I was expecting a higher grade than I was given. Of course, after this I felt like I had taken another 10 steps back towards VP2 Part B. Particularly my tutors felt my research was all there but the flow was not so it was harder for them to make connections. Looking at a more positive aspect of the experience I felt I had progressed in the right manner and by learning new skills I was able to push myself to producing something I wasn’t confident on before. My time management is still something I’m working on throughout these projects, as I do underestimate how long something will take. I spent a really long time on layout in part A in which I will reflect on during this part of the project and try not to do that as I felt it cost me marks. My action plan is to time manage myself more critically in this part, to make sure I am meeting deadlines by using a critical path. Scheduling weekly tutor appointments, and getting the most out of my feedback and i am confident i improve my preformance in the future.
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COVID-19 IMPACT 6
In my project plan for part b which I had wrote in portfolio A, I had described a shoot that was to be located in Liverpool in the signature living hotel room ‘Garden of Eden’, I had planned to use 5 models of different sizes, and races to produce the look book I had imagined. Unfortunately, given the circumstances and with business closing and our movements being limited I was unable to peruse this. However, before lockdown commenced, I had booked out the photography studio room at university grounds. All five models had confirmed there attendance days before, however as each day got more intense with Covid-19 unfortunately three models pulled out as they was unable to travel to Manchester. The remaining two models had shown up on the day and give me everything they could. All though it was not the shoot I had hoped and imagined, given everything going on currently I was so relieved to have something done. I am really happy with how it worked out in the end and will be forever grateful for those two models that showed up for me in the end.
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THE FOUR P’S
MARKETING MIX
PRODUCT
Victoria’s Secret sells a variety of products, under 5 broad categories (Accessories, apparel, bra’s, knickers and sleepwear/lingerie) which each serve as a separate product line. Its products are considered to be a higher quality than of its competitors so therefore customers are willing to pay more. PINK is Victoria’s Secret sister brand which offers 6 categories of products. L brands (owner of Victoria’s Secret) currently sources goods from approx 350 factories worldwide, which follow strict ethical labour and environmental standards. (L Brands, n.d.) In 2019 it was said how Victoria’s Secret had lost its ‘sexy’ and it would be a challenge to reclaim it (Forbes, 2019). However, this new campaign generates a new tone of voice of the brand, consumers are no longer wearing a piece of underwear to feel just ‘sexy’ they are wearing underwear to feel confident, to feel fierce and most importantly to feel their unique beauty in their own body. Victoria’s Secret offers bras sized from 30A to 40DDD, though the average bra size in the UK is 36DD and U.S is 34DD (Mzezewa, 2018). It does not compare to US competitors like Thirdlove which offers 74 sizes, including half sizes, as well as nursing bras for new mothers. In the new campaign launch comes we will see the new product line with includes sizes up to 46DD in bra’s and offers maternity bra’s.
PRICE
The pricing policy currently being set for the company is a sustainable price-based approach. Victoria’s Secret offers its goods at a marginally higher price than its rivals, as it provides more options for customers to spend on it The company currently uses package pricing which means a product range is bundled together and sold at a lower price. Targeting Millenials the price range is slightly high, however by changing the target consumer to Generation Z the pricing will also be lowered to fit within their spending budget.
PLACE Victoria’s Secret markets its goods through two marketing channels, firstly selling to customers directly through its online website. Second, it sells to wholesalers who then sell to a number of internationally distributed distributors who will then market these distributors to consumers.The company implements a marketing strate to ensure the goods are available to consumers around the country In the new campaign, Victoria’s secret will sell and promote its products through multi-channel marketing. This will ensure the success of the campaign and will improve the current poisition in which Victoria’s Secret and comeptitors sit.
PROMOTIONS
Victoria’s Secret use multimedia channels to product is brand and products. Social media platforms which include Instagram, twitter and Facebook. Currently, there is 2.96 billion people who use social media its thought to be one of the best ways to communicate with consumers (Statista, 2020). It has used traditional media to advertise on radio or television which is effective as it attracts consumers globally. In the new campaign we will continue to use multi-channel marketing throughout, along with traditonal advertising such as billboards across the city centers. Social media promotions will advertise a new and exciting experintal marketing event held by Victoria’s Secret which offers consumers an experience and a more personal approach to connect or reconnect with the brand.
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THE FOUR E’S
MARKETING MIX
“THE 4 P’S ARE OUT, THE 4 E’S ARE IN” (Fetherstonhaugh, 2009)
EXPERIENCE Today’s consumers don’t just expect to be sold a product or service, an experience helps the consumer relate to the brand on a much more emotional level. An event that delivers an exciting or immersive brand experience is the ideal opportunity to draw a loyal customer, and a lot of brand exposure. The Victoria’s Secret fashion show is an example of creating a brand experience as it’s something they can attend and interact with the brand. Viewers from home can also interact through the television. Focusing on new target consumers Generation Z, this type of audience craves genuine encounters with brands, something real and tactile (Hanbury, n.d.). The experiential marketing technique in Victoria’s Secret new campaign will allow the consumers to engage and interact with the new brand identity. Offering to draw new and loyal consumers back into contact with the brand.
EVERYWHRE Today, there are more opportunities for audiences then there ever has been/ Choices how items are shopped, bought and consumed.Through multichannel marketing consumes experience Victoria’s Secret through several ways these including; website, social media, broadcast media, traditional media.
EXCHANGE
EVANGELISM
World price still matters today It is important to demonstrate the importance of offering customers in return for what they are paying for (Fetherstonhaugh, 2009). Consumers in man cases won’t go for the lowest price, they’d rather choose a solution that offers the highest value. Victoria’s Secret price will be amended to fit the affordability of our consumer generation Z.
Consumers become apostles for the product/brand, when the three other E’s have been completed within Victoria’s Secret, the consumers will then become the strongest sales influencer.
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T OTA L A D V E R T I S I N G B U D G E T : £ 3 5 0 M I L L I O N In 2018, Victoria’s Secret spent £380 million on a global advertising campaign (Staista, 2019). A rough estimate for this campaign budget would be £350 million due to fianical losses last year. Below is a list and table of a estimate of all the required promotional tools for this campaign.
BUDGET
THE LOOKBOOK A average Victoria’s Secret model earns a estimate of £3 Million per annual year (Fitzmaurice, 2016). There are two models used within the campaign, bringing the cost total to £6 Million for the models. Photographer: £200 per hour, used for a max of 3 hours (Fash, 2020).Total = £600. The look-book will be digital and accessible through website and online channels therefore such websites/applications like adobe, canva that do not charge.
MULTI-CHANNEL MARKETING
A rough estimate of £100,000 to ensure a solid successful multi- channel marketing.
TRADITIONAL ADVERTISING All three billboard advertisements will be size of 48inch and advertised for a two-week period. Liverpool - £325 located in city center (Billboard Advertising Costs in Liverpool, 2020). Manchester -£325 located in city center (Billboard Advertising Costs in Manchester, 2020). London - £1,454 located in Piccadilly circus (Inman, 2020).
T H E E V E N T ( E X P E R I N TA L M A R K E T I N G )
Experiential Marketing campaign does not have a defined budget as such, rather it is created entirely upon the idea itself. Roughly estimated between hundreds of thousands – 1 million pound (Graphics, 2020). Estimating the event will cost around £1 Million. Plus, the giveaway at the event is worth approx £500 of products. Total= £1.5 Million
INFLUENCERS (MIRCO)
All four influencers charge £1,000 per post for Instagram. £1,000 x 10 post is £10,000 x 4 influencers is £40,000 in total cost for Influencer promotion. Deliverables: 10 Instagram feed posts, including Instagram stories and a live to get consumers involved showing them the new products (Webfx, 2020).
T OTA L C O S T : £ 7 , 1 4 3 , 2 0 4
LEFT OVER BUDGET: £342,856,796
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“FOCUS ON THE RIGHT MESSAGE FOR THE RIGHT PEOPLE AT THE RIGHT TIME”
- RUSSELL GLASS
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GENERAL FACTS
Generation Z, born inbetween the years of 1995-2010 (Mueller, 2011). Compared to millennials and baby boomer is considered relatively small. As this generation accounts for just 15% of the total population (Mintel, 2019) However, despite their size the youngest are becoming more independent teens therefore will become increasingly important for businesses (Mintel, 2019). Generation Z participants create marketing movements and patterns (Slavin, 2014), which can bring that effect into the classroom. From the beginning, surrounded by technology, when they were teens, mobile phones were the primary means of communication (Dimock, 2019).
◊ They are the most diverse, multicultural generation in all our history ◊ They are even more open-minded than their elder millennials. ◊ They accept any sexual orientation ◊ They do not see gender in terms of societal, career, etc. roles. ◊ They are fascinated with the “new,” and many more indicate a goal of entrepreneurship ◊ They are passionate about their beliefs and principles. ◊ They know how to learn on their own and will use digital methods to do so ◊ They are committed to making a difference and will take action to do so ◊ Purchasing power estimated of $44 billion, but as s many of them still live at home they also influence about $600 billion of family purchasing (Strike Social, n.d.) ◊ They have a very short attention spam (Micoleta, 2012)
GENERATION Z
BRIEF DESCRIPTION
Figure 1: Screenshot from Mintel reports
The Characteristics above are which are considered important to Gen Zers, according to mintel reports. This generation is described as a group that are idealistic and outspoken (Thomas, 2000). Just like the Milliennials (Generation Y), they are optimistic. They are known as the ‘Generation Sensible’ which is reflected in the characteristics that they prioritize as important. Gen Z’s attitudes and behaviours will inevitably have a huge impact on broader cultural trends. It will therefore be important for businesses and advertisers to understand how they differ from preceding generations if they are to successfully engage with them (O’Connor, 2018). In particular, many
SURVEY RESULTS
Gen Zers say that they struggle to switch off from the online world. This will open up opportunities 59% Of gen Zers feel like they spend to much time online. for brands to highlight non-tech-based activities that will help readdress the balance in their lives. Marketers can also better consider the types of role models they use to engage this cohort, using 55% Of gen zers feel a sense of a community online, less traditional figures to help encourage this group to challenge themselves to move beyond the which is based around their interests confines of traditional gender roles.
48% Of gen zers feel that they are under pressure when presenting a positive image of themselves Based on 1000 children aged 12-16 (Mintel, 2019)
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TARGET CONSUMER
Name: Jodie Bromell Gender: Female Age: 19 Location: Liverpool Education: City of Liverpool college & Edge hill university Liverpool Job: Student, part time job at Tesco Income: ÂŁ8,000 annually Hobbies: Dancing, taking yoga classes. Interests: Socialising, running a fashion blog in her spare time, interest in art & design Favourite destination: Mykonos and Ibiza Favourite festival: Glastonbury Favourite colour: Pastel green Dream: To become TikTok famous Figure 2: Generation Z consumer
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CONSUMER SEGMATION
INDIVIDUAL YOUNG AMBITIOUS
SMART CURIOUS CONNECTED E D U C AT E D DRIVEN YOUNG SMART CURIOUS S T R AT E G I C
AMBITIOUS CONNECTED SMART S T R AT E G I C
R I S K - TA K E R S DRIVEN INDIVIDUAL 14
MULTI-CHANNEL MARKETING
W H AT I S ‘ M U L T I - C H A N N E L M A R K E T I N G ? ’ Multi-channel marketing is the method of engaging with consumers through; digital advertising, social media, direct mail, catalogues, email, telephone. By marketing across multiple channels, the brand is giving the consumer a choice to interact with the brand when and where they want.
W H Y I S I T I M P O R TA N T ?
Figure 3: Multi-channel example
Modern shoppers want easy and smooth experience, but they also want size, service and a part of society. They want digital accessibility, product diversity and physical advantages, plus their chosen form of payment, delivery and return. As consumers become ever more demanding, and as competition across all channels continues to grow, the different ways to purchase will continue to become more complex (Drapers, 2020). Fast-moving trends, powered by digital technology and ever-changing customer demands, are a fact of life for fashion retailers of all sizes today , particularly multi-channel companies (Palmatier, Sivadas, Stern and Ansary, 2020). Also, personalisation is a priority for digitally driven retailers.
S TAT S & F A C T S According to Mintel’s social and digital networks report in 2018, the report found that 16-24 year olds are the most involved in using social media; both in terms of the amount of different networks used and the frequency in which they track them. This generation whom live more and more of their lives online, social media is becoming an increasingly significant area for advertisers looking to exploit it (Mintel, 2019). 89% of consumers use mobile applications to view content online. The average customer has about 4.3 devices with internet connections. 90% of consumers move between at least 2 screens each day (Harvey, 2019).
Figure 4: Multi-channel mind map
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MULTI-CHANNEL MARKETING
HOW WILL VICTORIA’S SECRET USE MULTI-CHANNEL MARKETING? CORE MESSAGE As the new brand identity will be all about a fresh look that is focused on diversity and body positivity for all women of all shapes and sizes, the message told across the various social media channels will be focusing on promoting body positivity and celebrating customers unique beauty and sizing. A soft pastel pink tone will be used throughout the storys and posts.
A N A LY Z E C U S T O M E R D ATA By using tools like google analytics that will show where our incoming traffic comes from (Harvey, 2019). For example, it may show most leads come from a paid ad from Instagram. This tool with help define the action plan for the multi-channel marketing.
C H O O S I N G P L AT F O R M S Only relevant social media channels must collaborate with Victoria’s secret, as its all about making sure we are in the right place. In this campaign promotions will flow across; Instagram, twitter and Facebook.
CROSS-CHANNEL Using a single campaign, and then taking it to each social media platform and analyzing how it can be tweaked to each channel appropriately. The tone of voice used must be the same across the channels. For example, the same post (posted to Instagram) will be posted to the twitter account but this may have other relevant hashtags used to boost insights.
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“ C O N S U M E R S H AV E H I G H E X P E C TAT I O N S O F R E TA I L E R S – T H E Y W A N T E F F I C I E N C Y , RELEVANCE AND A MEANINGFUL EXPERIENCE. P E R S O N A L I S AT I O N H E L P S R E TA I L E R S D E L I V E R O N T H AT P R O M I S E T O C O N S U M E R S A N D C O M P E T E E F F E C T I V E LY ” - A D R I A N M O S S E X E C U T I V E D I R E C T O R O F E M E A AT M O N E TAT E , A K I B O C O M P A N Y ( D R A P E R S , 2 0 2 0 )
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PROMOTIONAL PLAN FLOW CHART 18
END CONSUMER PROFILE The end viewer of this campaign is Generation Z (1995-2010).
BRAND IDENTITY
BRAND POSITIONING
As body positivity and inclusivity is a big trend within the women’s underwear market (Mintel, 2019) A new brand identiy will be percieved from the campagin as Victoria’s secret steer away from size 4-8 models and photoshoped images, to a more reltable and realstic body image whilst catering for bigger sizes.
BUDGET £350 Million esitmated budget.
INTEGRATION OF COMMUNICATIONS All of the elements in this campaign work together as they are all digital and targeting a consumer who are known as a ‘digital native’ consumer group. There is a sense of community as the influencers are now in the micro influencer section in which the consumer thrives for their opinions and recommendations.
SEQUENCE OF EVENTS REGULATORY FRAMEWORKS The planned communication is not likely to cause any offence or mislead consumers in any way. The campagin images will be realistic and relatable, the event will be exciting and innotative for the consumers to get involed.
Look-book images are produced > Social Media campaign is created > Influencers promote > Traditional advertising > The event Once the images are created for the look-book, they will be advertised via the website, profile pictures on facebook and instgram will also be updated. By using a multi-channel marketing stragety a social media campagin will then take place via Instagram and will flood consumers feeds with the hashtag #celebrateyoursize and a countdown will take place until the event in the major cities.
OBJECTIVES Orignal objective is to bring back Victoria’s Secret with a bang, a fresh new look and feel whilst keeping up with the current society. The plan meets objectives by engaging with the consumer through a multi-channel promotion involing various ad’s and promotional material to lead up to the experintal marketing event. The event will create ‘word by mouth’ promotion by consumers.
EVALUATION The scuess of the campaign will be measured by engaments which are accesiblie via instagram tools, this will inform how many consumers it reached out too, how many likes, shares and followers. The events attendance will be measured from each of the cities.
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SOCIAL MEDIA PLANNING 20
BACKGROUND Shoppers used to attend shopping retail parks for entertainment, but now digital has replaced that experience. The journey of discovering brands/products had changed (Chavie, 2019). Victoria Secret currently operate various social media channels which include; Instagram, Twitter and Facebook. Instagram is used to create and publish content anything from product images to influencer promotions, Twitter and Facebook can be used for customer services queries and for informing customers.
OBJECTIVES Current goals for social media are as follows; to gain more followers and audiences from posting content, which can lead to new customers on the path to purchase. Engaging new, loyal and current customers with the brand and also to gain more brand awareness which will have an emotional connection with the customers. By creating a realistic body campaign, we are challenging the way current customers might perceive our brand as the model size range has always been 6-10 and now in 2020, we introduce plus size modelling and a wider size range within our products.
C U S T O M E R U N D E R S TA N D I N G & TA R G E T T I N G Born 1995-2010, Gen Zers are tech-dependent; they want to try new experiences and not just buy goods; and they are less brand loyal. As the first digitally native generation, it is believed that they prefer digital contact to avoid face-to-face interaction, because of their short, "eight second" attention span, they are more difficult to reach and concentrate on authenticity within a brand (Gomez, 2019). With an estimated purchasing power of 44 billion annually. They believe in diversity, equality and non-discrimination, not only in society, but also in broadcasted advertisement (Strike Social, n.d.).They are realistic, they want to see things for what they really are. By using untouched photos for the campaign, we are becoming a trustworthy brand for the generation, and promoting selflove. Social media channels which include; Instagram, Twitter, Facebook, YouTube and TikTok are were gen z ‘hang out’ online. Mostly Gen Z’ers use their internet-connected devices to communicate with friends or family, to shop online or make YouTube/tik tok videos. They consumer their content mostly by being online on their mobile devices, watching videos, liking posts via Instagram.
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CUSTOMER INSIGHTS Generation Z is maturing now, and this means they have a lot of purchasing power. However, it has been seen that it is not easy to market to them (Forbers, 2018). Marketing to this generation is unlike the ones before them. Their approach to buying is very different, since they are digital natives (O’Connor, 2018). Everything that happens to this generation is a social experience, that must be recorded. They want brands with integrity, but most importantly quality (Pike, 2016). Generation Z’s list of core values are as follows; Equal representation, rebellion, sustainability and humour. In regards to a brand being authenic Generation Z are realistic, and they don’t often trust Macro Influencers who are seen to promote brands they truly don’t believe in.
PROPOSITION By working with a diverse variety of models and influencers Victoria’s secret will win over generation Z. By introducing Micro influencers to promote the brand, and gaining the consumers trust by using realistic body images which aren’t photoshopped. If successful this will overcome and attract more and more consumers to purchase products from the brand as they will feel a much more stronger connection when the brand is doing everything they believe in. The social experience they desire will be fulfilled in the experiential marketing event which will provide the experience and the opportunity to share it via social media by using the hashtag #celebrateyoursize. By using a hashtag, we are also creating content for consumers to get involved and be excited about. Targeting the consumers right where they are which is on social media channels like Instagram and Twitter we will be the brand they cannot miss.
M E D I A S TAT E G Y Social media strategy: Customer engagement framework being (Acquire, participate, Engage or Share), by using Instagram the brand will be focusing on Engaging the followers and potential followers into the campaign and encouraging to share with their friends/family. The last part of the campaign plan will be to countdown and tease for the upcoming experiential marketing event, this will be done via Instagram and Twitter. On twitter there will be a daily post of reaming days, hours and minutes until the event whilst using the hashtag #Celebrateyoursize #VStruckcomingsoon. Twitter uses can search the hashtags and join in with countdown and questions. This comes under sharing media strategy.
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CAMPAIGN IDEAS AND CONTENT
BUDGET
The campaign content will be pre-prepared in advance, comments and questions will be answered via comments on posts, reply’s to Instagram story’s or any other customer service queries via twitter or Facebook. The content is that of the look-book images and positive body image quotes to fit in with the tone of voice. No Instagram post will be photoshopped or edited in any way, this way consumers are seeing the real deal in which they can relate to realistic body images. A constant flow of pink, pastel, soft tone of voice and brand identity will seen.
£350 million, estimated campaign costing £7,143,207
MEASUREMENT Engagement and reach of the brands posting content will be measured on Instagram (the main source of promotion in this campaign). Instagram tools let you measure the amount of impressions, likes, profile visits and clicks on every story and post made. The event success will be measured by the number of customers engaging with the truck at each city, and also the amount of earned media coverage.
TIMELINE Photoshoot for campaign deadline - Friday 20th March 2020 Editing photos and creating look-book deadline – Friday 3rd April 2020 Look-book and new product range (spring/summer 20) uploaded to website – Wednesday 8th April 2020 Billboard advertisement to launch – Monday 1st June 2020 Social media planning completed deadline – Friday 17th April 2020 Social media campaign launch – Monday 4th May – Friday 5th June 2020 Influencers promotion posts to launch – Monday 1st June 2020 Event date: London– Saturday 6th June 2020 Manchester - Saturday 13th June 2020 Liverpool - Saturday 20th June 2020 Taxi promotion: London– Saturday 6th June 2020 Manchester - Saturday 13th June 2020 Liverpool - Saturday 20th June 2020
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PROS
-Less investment required
-Brands have more control when running a macro influencer campaign meaning the outcome can almost be predicted
-Closer connection to peer level, therefore, comes as more genuine and authentic -Easier to target audiences in a certain location
-Ad will reach out to more followers -Typically represented by management
MICRO
MICRO VS MACRO
PROS
MACRO
INFLUENCERS
As this campaign is a whole new concept for Victoria’s Secret, we are targeting a new consumer generation therefore the influencer group is changing. Usually, as the brand is well established and has room for expense within the budget, we would use macro influencers to promote via social media channels. However, in this circumstance the research suggest Generation Z prefer influencers who sit under the ’micro’ section (Forbes, 2018). These people are similar ages to the consumers; therefore they have trust in their advertisements and are more likely to purchase something promoted by them. Consumers engage strongly with these people hen marketers are able to interact in their niche with micro-influencers and gain mentions and/or endorsements, they have a major competitive advantage (Felix, 2018). Through marketing literature, it is accepted that a customer buying decision is the result of a combination of internal and external influences. External factors for a customer are those related to a perception and self-image of personality and motivation. Such factors are individually different. Through external influences are much broader in range and involve the macro environment in which the consumer lives, peer group and family (Jackson & Shaw, 2009:4).
-Micro influencers work in a similar way to word of mouth - followers won’t question their recommendations
CONS -Campaigns may require multiple microinfluencers so requires more co-ordination -Brand reach can taking longer as smaller following compared to macro influencers -Visability of post is limited due to amount of followers
CONS -Most people don’t trust or believe their posts -More expensive as the higher following/reach (celebrity influencer could cost anywhere from $2,000 to $50,000) -Easier to target audiences in a certain location -Genuine engagement rates tend to be lower
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MICRO
INFLUENCERS
MEET THE INFLUENCERS
Figure 5: Screenshot from Instagram
Figure 6: Screenshot from Instagram
@natashathegeminidragon 23 year old plus size influencer
@alvaclaire 28-year-old full time plus size model.
Natasha has a huge following already, and her reach and engagement refect this. Natasha’s followers trust her reccomendations as she gives her honest opinion and would never promote something she doesn’t believe in. Natasha is a great asset to the campaign as she is a current purchaser of Victoria’s Secret and the new product line and sizes mean she can purchase even more. As Natasha lives in Liverpool this is a great way to target followers from this city, and due to the event being in major cities they are essential to spreading the word.
Alva has the smallest amount of following compared to our other influencers, however she is a perfect fit for the campaign as she already models full time therefore her pictures are effortless. Alva has such a unique beauty about her and that is what this campaign is all about.
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MICRO
INFLUENCERS
MEET THE INFLUENCERS
Figure 7: Screenshot from Instagram
Figure 8: Screenshot from Instagram
@Francescaperks 20-year-old plus size blogger and influencer.
@simonecharles 26-year-old plus size influencer.
Francesca has a great following, and her content on her page is amazing. Colour coordination and structure is what we are looking for. She is rally confident and her smile is very contagious. She already collabs with brands and has a passion for fashion which you can see from her page.
Simone again has a really good following and consumer engagement. She is passionate about diversity and body inclusivity within brands, so she is a perfect assets for the campaign. She truly believes in what we are promoting so this will shine through her posts. Simone lives in London which is a great way to target consumers within this area especially when the event is due to arrive in the city.
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COMPETITORS ANALYSIS 27
SAVAGE X FENTY
BRIEF DESCRIPTION
SIZE RANGE
Launched in 2018, since then Savage x Fenty has took the lingerie industry by storm. Savage X Fenty promotes a sense of fearlessness, confidence and inclusiveness. The company has transformed and redefined the marketplace in collaboration with a team recruited from the industry's elite, with its affordable price point and vast lingerie collection.
With inclusivity at the core of her brands Rihanna has introduced plus size models in Savage X Fenty since launch, the sizes ranging from 32A-44E and XS – 3XL.
P R O M OT I O N Savage X Fenty promotes their brand through multi-channel marketing and using social media channels like Instagram, twitter and youtube. The brand offers a membership called “Xtra VIP” which enables members to access exclusive deals and offers. While the brand isn’t the first to offer more inclusive lingerie market, Rihanna’s personal involvement generates more excitement. The brand positions themselves as empowering alternative to other lingerie brands such as Victoria’s Secret (Elven, 2019). According to the Insider, consumers criticised Savage x Fenty as they felt the products that were available in both small and larger sizes had huge differences. Consumers were left disappointed in the products as they said, “they aren’t as sexy in larger sizes” (Krause, 2019). Victoria’s Secret can learn from this mistake when the patterns get sent to production, to make sure there is minimal change. In addition to this, consumers pointed out the different advertisements for two items, which include how the models had posed. The smaller model posed much more exposed in contrast to the plus size model whose arms covered her body. This defies the object of portraying a confident body image to the consumers.
Figure 9: Savage X Fenty
Figure 10: Savage X Fenty
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"SAVAGE X MEANS MAKING YOUR OWN RULES AND EXPRESSING YOUR MOOD, CHARACTER AND STYLE FOR YOURSELF - NOT SOMEONE ELSE.” -RIHANNA ( S AV A G E X F E N T Y . C O M , N . D ) Figure 11: Rihanna Savage X Fenty
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BOUX-AVENUE
BRIEF DESCRIPTION
SIZE RANGE
Boux Avenue is known as an affordable lingerie brand which launched in 2011. Currently selling lingerie, swimwear and night wear. With extensive lingerie size range the brand influencers the industry to be more like it
Siizes ranging from 28-40, A-G cup and nightwear in sizes 6-18.
P R O M OT I O N The brand offers additional services similar to Savage X Fenty like VIP Loyalty membership. TV advertising whilst also being consistent on social media channels to keep the consumer engaged. Boux Avenue regularly post on social media including promoting a social influencer who wears their brand to increase their following rating and sales. Due to their low price point, but on trend marketing Gen Z consumers are becoming incredibly more interested. Boux avenue are known for its collaborations with Instagram influences which not only gain the brand more brand knowledge but also attracts new consumers like generation Z as they are the most influenced by social media. Reality star celebrities like Megan Mkenna (Pictured on the right) have also collaborated with the brand for campaign’s.
Figure 12: Megan McKenna modeling Boux-Avenue Figure 13: Boux-Avenue
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LOOK-BOOK DESIGN DEVELOPMENT 31
INSPIRATION
LOOKBOOK
EXAMPLES
Figure 14: Bluebell lookbook
Figure 15: Look-book inspo
Figure 16: Bluebell lookbook
Figure 17: Look-book inspo
I found this look book by the lingerie brand Bluebell really inspiring as its minimalist tone and feel to it got my attention. Easy to read and to follow and informs reader of products and where to find them. I also love the idea of the pages split and the white section to show the products without the model on.
The two look books above aren’t from a lingerie brand however l loved how both books captured the colours along with the products within the photo. It makes it very pleasing to read.
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COLOUR BOARD
LOOKBOOK
The tone of voice for the lookbook with be soft, pastel like colours. The background will be kept pink as this colour to consumers represents Victoria’s Secret.
Figure 18: Girl in silk dress, Figure 19: Pink candy floss, Figure 20: Rainbow pastel shirts, Figure 21: Rainbow beach huts. Figure 22: pink telephone, Figure 23: Pink plant, Figure 24: Pink tulle dress, Figure 25: Rainbow star sweets, Figure 27: Notepad alert
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POSE BOARD
LOOKBOOK
Model poses will change throughout, a mixure of serious and happy faces. Senusal body images with models hands touching bodies to show they are happy in their own skin. Images will not be re-touched, showing every imperfection. Full length, portrait shots will be used throughout both landscape and A4. Figure 28: Three women in skin tone underwear shoot, Figure 29: Two models in underwear shoot, Figure 30: Plus size woman modelling unedited, Figure 31: Two models in studio, Figure 32: Woman laughing in black underwear shoot
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STORY BOARD
LOOKBOOK
A rough story board of what the look-book is going to include, what type of model pictures from the shoot will be used, the size and name information on each product page and finally the end page informing reader of where they can find the products via website or social media.
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LIGHTING & LOCATION
LOOKBOOK
The location of the shoot will take place in the MFI Studio room within Manchester Met Campus, originally in my project plan for part B I wrote how I would like the shoot to take place in a signature living hotel In Liverpool, as I wanted the look book to be shot in a living space were consumers could relate to. I contacted the hotel and was quoted a £250 room ‘hire’ fee. My budget did not stretch this much so I had to rethink of a location, with the current circumstances looming I had to book the studio room. Pink backdrop would be used throughout to represent Victoria’s Secret tone. I will be using a Canon 750D camera to shoot my photo’s, I chose this camera as I spoke to my tutors who has photography background knowledge and insisted this was the right option for me.
Figure 33: Canon camera, Figure 34: Studio photography room
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CONTACT SHEET
LOOKBOOK
This is just a small section of photos from the shoot, first 4 rows were taken at the start of the shoot and notice how the lighting is slighter darker and dimmer and it was after this I decided to add more lighting to the area and the following 3 rows of photos looked a lot better. Therefore, i selected more images for the final look-book after i had amended the lighting.
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FINAL IMAGES
LOOKBOOK
Referring to my look-book mood board and looking particularly at figure 30 it influenced the modelling pose for this photo in particular as it presents how confident the models are regardless of their shape/size.
Referring to my look-book mood board and looking particularly at figure 32 it influenced the modelling pose for this photo in particular as it presents the model laughing and having a good time, we don’t want all seriousness in our brand we want the consumer to have fun!
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EDITING
LOOKBOOK
Figure 35: Authors own photography
Using Photoshop to edit my images i noticed certain ones had rather dark/shady backgrounds even though the lighting was the same throghout. By tweeking the brightness slightly higher and viberance i was able to achieve the perfect lighting for my image.
The vibrance tool enchances the pink background to a much softer pink than it oringally was.
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THE EVENT CAMPAIGN PLAN 40
GUERRILLA MARKETING
W H AT I S G U E R R I L L A M A R K E T I N G ?
Guerrilla marketing uses low-cost, unconventional methods to draw attention to a brand, idea, product or service. Making an expected, memorable impression on consumers is the key (Graham and Anouti, 2018). Successful guerrilla marketing campaigns communicate the essence of a brand’s identity or one main idea about the product or service, but in a clever way. Marketing known as ‘the element of suprise’. Often this type of marketing is used for more “edgy” products/service which aims to target younger consumers who are more likely to respond positively (Guerrilla Marketing, 2018). Younger consumer group Generation Z are more likely to react and respond to this type of marketing. Public places that offerer a big audience such as streets, public parks, shopping centers are the perfect place to hold this type of marketing idea.
DIFFERENT TYPES OF GUERRILLA MARKETING: AMBIENT MARKETING Done by placing an interesting and or attention-grabbing object with a message attached.
EXPERIENTAL MARKETING Aims to give you an experience rather than send a message, this type of marketing lets you interact with the product or service.
AMBUSH MARKETING Done by an advertiser who ‘ambushes’ an area or event to compete for exposure against a direct competitor.
VIRAL MARKETING This can’t be predicted or planned, but it hoped my marketers. It uses existing communication networks and doesn’t quire much resources.
GRASSROOTS MARKETING This involves gaining popularity, winning customers one by one rather than target a very large audience at once.
(9 types of Guerrilla Marketing, 2020)
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GUERRRILLA MARKETING
Fashion Revolution who are a non-profit organization created a social experiment that would help people to reconsider how they shop for their clothes. A vending machine was set up in Berlin which offers people who are passing by t-shirts for only €2. However, all wasn’t as it seems as the person who approached the machine wanting a €2 t-shirt had to first watch a video about the exploited laborers that make the cheap clothes possible. The video was released on 24TH April, Fashion revolution day. On this day it was the anniversary of the collapse of the rana plaza in Bangladesh in 2013, which killed more than 1,000 workers (Litsa, 2016). These people had been working in unsafe conditions whilst making clothes for American brands. The experiment was successful. Eight out of ten people decided to donate their €2, which was given to a garment factory in Bangladesh that employs survivors of the disaster (Standard, 2016). It went viral on YouTube (it has had over seven million views to date) and was shared by Ashton Kutcher on Facebook.This proves that to make a campaign successful, it needs to grab the audience’s attention straight away. Possibly by providing a reward at first because sending the intended message (RIVERA, 2016).
AN EXAMPLE OF AMBIENT MARKETING
Figure 36: Fashion Revolution logo, Figure 37: People at vending machine, Figure 38: Vending machine in public place
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THE EVENT PLAN
E X P E R I E N TA L M A R K E T I N G W I L L B E U S E D F O R T H E E V E N T Experiential marketing is a strategy which uses branded experiences to engage consumers. Often called "live marketing" or "event marketing experience," the aim is to generate a memorable customer effect. One which will inspire them to share online and off with their peers. It aims to give the customer an experience rather than message, which enables the customer to interact with the product/service. By creating an interactive pink Victoria’s Secret truck which will sit in the heart of major city centres, we are hoping for customers and the general public to come in and get involved with the campaign. The idea is once the multi-channel marketing idea is successful by promoting and informing the consumers about the event it will draw more people to come down and see it.
W H AT C A N C U S T O M E R S E X P E C T T O E X P E R I E N C E I N S I D E ? Inside the truck is an insight to the beauty world of Victoria’s secret, black and white tiled floor and pink assets throughout. The customers can expect to feel a truly wonderful experience inside, something we hope they will always remember. As the look-book will advertise new styles and extended these will be available to try on and purchase within the truck. There is employees inside to help and guide customers to make their purchase and even sign them up to exclusive offers and discounts when they make their purchase. Also, there is a photobooth which customers are encouraged to take pictures and post them to social media using the #celebrateyoursize hashtag. There will be a huge giveaway worth £500 up for grabs at the event, customers just need to sign up to the website newsletter where they enter inside and one lucky winner will be contacted from each event a few days later. Goodie bags will be given outside of the truck to the general public even if they do not participate with the event. By doing this we are further advertising the event for other members of the public to notice the goodie-bags and decide to browse for themselves.
Figure 39, 40: Authors own imagery
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THE DELIVERABLE 1/2 44
THE TRUCK
THE DELIVERABLE
Figure 41: Authors own imagery
45
THE FLOOR PLAN
THE DELIVERABLE
Interactive tellys where the customer can view and look at the new product range via the website
Changing rooms for the customers to try on any products in various sizes. Seating area is outside.
These built in shelves will hold the available products new to the line for the customers to purchase or try on. Seating area decorated with small plants.
Entrance to the truck.
Figure 42: Authors own imagery
Display cases will hold accesories, makeup and perfume to purchase.
Purchasing area which has two tills. Customers will also be given goodie bags.
Photobooth to encourage customers to use and share across social media platforms using the hashtag #celebrateyoursize.
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THE EVENT LOCATION
Figure 43: Liverpool one
Figure 44: Manchester spinningfields
LIVERPOOL - THE TERRACE
MANCHESTER SPINNINGFIELDS
Figure 45: London Oxford Cirus
LONDON-OXFORD CIRCUS
82% of consumers have said their attendance to an event is influenced by its location. Deciding to hold the event within busy town centers in major cities will attract new and current customers that are already out that day intending to spend money and also whilst it being local for residents the more likely it is they will stop by. (Service Graphics, 2019). The location will be key to the event, as each prime spot for the truck in each city needs to be accessible and appealing to the consumers. Through each city I have chosen popular spots/shopping areas, by choosing a busy setting already this will already attract more consumers as they pass by/attend their daily commute already.
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DIGITAL MARKETING 48
THE PROMOTION
I N S TA G R A M
Figure 46: Mock up The main feed will consist of images from the look-book to promote the new products, the middle row will be filled with pink motivational women quotes to inspire consumers who read our feed. Our influencers will also be seen on various posts throughout as they are an important factor to the brand. The #Celebrateyoursize hashtag that will be used throughout the campaign and for the consumers to get involved in will be regularly checked by social media employees and they will pick random pictures of our consumers who are getting involved and post it to the main feed. The giveaway from the event will also be broadcasted via Instagram which will be really exciting to watch.
Figure 47: Screenshot from Instagram
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THE PROMOTION
I N S TA G R A M Keeping to a soft femine feel to the post’s on Instagram whilst also motivating the consumers with positive quotes mainly about self love. Various images will be used on the posts, whilst always using the hashtag #celebrateyourisze. By using a hashtag this will involve and inform consumers about the campaign with just one click.
TAP TO VIEW PRODU CTS Another set of storys will include the able to purchase by tapping on the products by using an instgram tool. This information will inform the customer how much the product is and will direct them straight to the website to purchase.
Figure 48, 49: Authors own mock ups
O T P TA
! P O SH 50
THE PROMOTION
On Facebook customers will be able to access all sorts of information including customer service queries, online chats and keeping up to date with any information/events coming up. This can be found by either using the left hand side tabs or post content which is updated daily. As you can see the brand logo is updated and the header of the page to promote the campaign. Every day the page will countdown to the event in which customers can share and interact.
Figure 50: Authors own mock up
51
THE WEBSITE
New logo introuced in the brand book in VP2 Part A.
Figure 51, 52: Authors own mock up
Customers will be able to find the look-book campaign images via the website, with a short introduction to the idea behind the shoot. Further down the page there will be a ‘happening now’ which relates to the instagram page and will update with all the latest images from the instgram page.
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TRADITIONAL MARKETING 53
THE ADVERTISING
BILLBOARD PROMOTION Two images will be used from the look-book which will be advertised using billboards across the major cities. Billboard advertising works to an advantage different from social media advertising as consumers can't ignore a huge billboard infront of them. Whether they are on their daily commute, visiting friends or family they won’t be able to miss it. When comparing to ad’s, these can be skipped or ignored via social media. Unlike TV ads, a billboard is always working 24/7 which leads to a repeat exposure (Primary Media, n.d.)
LIVERPOOL - L1 (CITY CENTER) MANCHESTER - SPINNINGFIELDS L O N D O N - P I C C A D I L LY C I R C U S
Figure 53, 54: Authors own mock up
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TA X I A D ’ S
THE ADVERTISING
Taxi wrap advertising will be used to promote the new campaign, each set of taxis will have a location of a city in which the events are taking place. These will drive around as normal picking up the general public. The images which match the same as the ones on the billboards and the event truck as we want to the general public not to be able to forget about us during their day to day routine.
LIVERPOOL - L1 (CITY CENTER)
MANCHESTER - SPINNINGFIELDS
L O N D O N - P I C C A D I L LY C I R C U S Figure 55, 56: Authors own mock up
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Figure 1: Reports-mintel-com.mmu.idm.oclc.org. 2019. display/978942/?fromSearch=%3Ffreetext%3Dgeneration%2520z>
Mintel.
[online]
Available
at:
<https://reports-mintel-com.mmu.idm.oclc.org/
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IMAGE REFERENCES
Figure 18: Pinterest. 2020. Pinterest. [online] Available at: <https://www.pinterest.co.uk/search/pins/?q=pastel&rs=typed&term_meta[]=pastel%7Ctyped> Figure 19: Pinterest. 2020. Pinterest. [online] Available at: <https://www.pinterest.co.uk/search/pins/?q=pastel&rs=typed&term_meta[]=pastel%7Ctyped> Figure 20: Pinterest. 2020. Pinterest. [online] Available at: <https://www.pinterest.co.uk/search/pins/?q=pastel&rs=typed&term_meta[]=pastel%7Ctyped> Figure 21: Pinterest. 2020. Pinterest. [online] Available at: <https://www.pinterest.co.uk/search/pins/?q=pastel&rs=typed&term_meta[]=pastel%7Ctyped> Figure 22: Pinterest. 2020. Pinterest. [online] Available at: <https://www.pinterest.co.uk/search/pins/?q=pastel&rs=typed&term_meta[]=pastel%7Ctyped> Figure 23: Pinterest. 2020. Pinterest. [online] Available at: <https://www.pinterest.co.uk/search/pins/?q=pastel&rs=typed&term_meta[]=pastel%7Ctyped> Figure 24: Pinterest. 2020. Pinterest. [online] Available at: <https://www.pinterest.co.uk/search/pins/?q=pastel&rs=typed&term_meta[]=pastel%7Ctyped> Figure 25: Pinterest. 2020. Pinterest. [online] Available at: <https://www.pinterest.co.uk/search/pins/?q=pastel&rs=typed&term_meta[]=pastel%7Ctyped> Figure 26: Pinterest. 2020. Pinterest. [online] Available at: <https://www.pinterest.co.uk/search/pins/?q=pastel&rs=typed&term_meta[]=pastel%7Ctyped> Figure 27: Pinterest. 2020. Pinterest. [online] Available at: <https://www.pinterest.co.uk/search/pins/?q=pastel&rs=typed&term_meta[]=pastel%7Ctyped> Figure 28: Pinterest. 2020. Pinterest. [online] Available at: <https://www.pinterest.co.uk/search/pins/?q=pastel&rs=typed&term_meta[]=pastel%7Ctyped> Figure 29: Pinterest. 2020. Pinterest. [online] Available at: <https://www.pinterest.co.uk/search/pins/?q=pastel&rs=typed&term_meta[]=pastel%7Ctyped> Figure 30: Pinterest. 2020. Pinterest. [online] Available at: <https://www.pinterest.co.uk/search/pins/?q=pastel&rs=typed&term_meta[]=pastel%7Ctyped> Figure 31: Pinterest. 2020. Pinterest. [online] Available at: <https://www.pinterest.co.uk/search/pins/?q=pastel&rs=typed&term_meta[]=pastel%7Ctyped> Figure 32: Pinterest. 2020. Pinterest. [online] Available at: <https://www.pinterest.co.uk/search/pins/?q=pastel&rs=typed&term_meta[]=pastel%7Ctyped> Figure 33: https://www.canon.co.uk/cameras/dslr-cameras/ Figure 34: https://www.shootfactory.co.uk/what-is-studio-photography/ Figure 35: Authorys on photography Figure 36: https://www.fashionrevolution.org Figure 37: https://www.standard.co.uk/lifestyle/the-fashion-revolution-would-you-buy-this-2-euro-tshirt-a3227936.html Figure 38: https://www.standard.co.uk/lifestyle/the-fashion-revolution-would-you-buy-this-2-euro-tshirt-a3227936.html
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Figure 39: Authors own photography Figure 40: Authors own photography Figure 41: authors own photography Figure 42: Authors own photography Figure 43: https://www.liverpool-one.com/inspire-me/things-summer-liverpool-one/ Figure 44: https://www.visitmanchester.com/things-to-see-and-do/spinningfields-p320561 Figure 45: https://www.retailgazette.co.uk/blog/2019/11/oxford-street-2-9bn-make-gets-go-ahead/ Figure 46: Authors own Mock-up Figure 47: Screenshot from Instagram Figure 48: Authors own mock-up Figure 49: Authors own mock-up Figure 50: Authors own mock-up Figure 51: Authors own mock-up Figure 52: Authors own mock-up Figure 53: Authors own mock-up Figure 54: Authors own mock-up Figure 55: Authors own mock-up
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