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MARKET TRENDFORECASTS
EXECUTIVE SUMMARY
BRAND VAL-
MACROECONOMIC ENVIRONMENT
BRAND ETHOS
BRAND OBJECTIVES
BRAND IDENTITY PRISM
USP
MISSION STATEMENT
BRAND SWOT ANALYSIS
MARKET POSITIONING
MARKET OVERVIEW
COMPETITORS - CASE STUDY#1
COMPETITORS - CASE STUDY#2
CONSUMER QUESTIONNAIRE FINDINGS
PRODUCT OVERVIEW
PRICE ARCHITECTURE 28PRODUCT PRICING
RANGE PRICING ANALYSIS
CONSUMER
CONSUMER CLIMATE OVERVIEW CONSUMER BEHAVIOUR
PRIMARY CONSUMER SECONDRY CONSUMER FUTURE CONSUMER
RETAIL AND DISTRIBUTION
RETAIL OPPORTUNITIES AND APPROACHES
KEY STOCKISTS FUTURE DEVELOPMENT-
SUPPLY CHAIN MANAGEMENT
UK PRODUCTION
COMPETITOR OVERVIEW
BRAND AMBASSADORS
INFORMATIVE WEB PAGES
SECONDRY COMPETITORS
ASPIRATIONAL COMPETITORS
TECHNOLOGY AND MEDIA
CONSUMER INTERVIEW
MICROECONOMIC ENVIRONMENT
UES
MANUFACTURING IN LONDON
PRODUCTION CRITICAL PATH ANALYSIS
BRANDING
STORE LAYOUT DESIGN FOCUS TREND MOOD BOARD RESEARCH AND INSPIRATION
FINAL LINE UP
LOGO SWING TAGS PACKAGING MARKETING AND PROMOTIONS
CONCLUSION AND ANALYSIS
BIBLIOGRAPHY APPENDIX
M/7
EXECUTIVE
SUMMARY
The strength of my concept lies in the identification of a niche, which is likely to shape the future trends in the global fashion sphere aiming to target the fashion innovators, early adopters and early majority. The individualist (both leader and innovator) is an explorer who uses fashion to demonstrate personal distinctiveness, since originality and innovation lies at the heart of the brand it is feasible to set out the consumer category most likely to be targeted. The mimic (both innovator and a follower) identifies with the spirit of the times, imitates fashion leaders and celebrities, and adopts and discards looks quickly. In this case the gist of the brand is to nourish classic concepts with “newness”, regenerating styles and responsiveness to changing trends in the fast paced global environment. Thus, innovation will form a part of the core business objectives – identifying the fact that the industry needs innovation at the same rate as product consumption or it will become stale. Achieving innovation realistically will require an understanding of the potential consumer who lies in the 20 -28 age bracket and has a superior awareness of the global trends. Consumer is the integral part of the trend heirachy and it is crucial to convince the consumer about the exclusivity of the brand. By setting out the meaning and significance of luxury, the spirit of the brand will be effectively communicated as well. The brand identity will communicate the spirit and essence of a brand whose roots are embedded in an amalgamation of luxury and sportswear which will eventually be provoking emotional and self expressive consumer behaviour by catering to three main elements; function, fissionability and added value.
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Values in terms of LUXURY: in order to approach luxury as a concept setting the brands tone, an analysis of the I-D magazine luxury issue helped me understand the term from a broader angle. which fuels the element of responsiveness to the fashion cycle. Therefore, the significance of time management and quick response times will be wrapped as luxury for the consumers. A further analysis of this approach to luxury can be linked to the fact that, The reason for the market saturation and static growth of so many ready to wear brands is because of an indirect relationship between consumption and production and the lead times involved. “ The fashion cycle does not fit with the speed of communication – instead of showing things on the runway (that wont be in stores for several months) we should be showing things that can be bought immediately.” Instead of being responsive we are doing more season and more collections, and that’s not the solution, the solution is to give people what they want – Womenswear daily 2009
Value in terms of Quality: “Luxury is craftsmanship and attention to detail, which involves dedication and depth.” An element of quality will shape the brands image by establishing a route to customer satisfaction. A strategy KODAK adopted. “ Brand associations
Brand loyalty
BRAND EQUITY M/7
Perceived Quality Brand name awareness
Value in terms of: “Today authenticity is luxury. For me, it means something you want to buy into because you connect with it; you feel attached to it and you want to support that, within a product with very high quality.” An idea for customisation will be proposed for the brand in order to give the consumers the freedom to personalise their purchases. Value in terms of “Luxury is choice.” “Luxury is a state of mind supported by choice.” By providing consumers with multiple options in terms of styles, convenience will be embedded in the brands soul. However, in order to simplify the need to coordinate separates, complete looks will be proposed and the element of separates is likely to be removed.
Value in terms of craftsmanship originating in Pakistan:The provision of luxury, which according to the consumer’s perception satisfies their desires, will set the tone for the brands equity. Globalisation leads to a levelling out of all cultures and a relativism in all regligions: a perfectly globalised society will have one language and one religion. Pp13 luxury strategy. A luxury product product comes along with a small fragment of it native soil. By manufacturing the garments in Pakistan the roots in terms of the vast array of textiles, print and embroidery techniques will be reflected and embedded in the brand. Craftsmanship is luxury, which will be derived from my home country whereas experimentation with fabric and innovation will be a global facet. Therefore, value addition will be constant phenomena for the brand. ‘A luxury product is rooted in culture.’
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BRAND OBJECTIVES: #DREAMING OF INSPIRATION
BARCODE OF BRAND OBJECTIVES M/7
USP Designer sportswear emanates from two primary sources. In the 1920s and 1930s, jean patou and gabrielle chanel emulated active sportswear in high style knits and seperates, inventing such fashion classics as channels little black dress and cardigan style suit. A modern twist on this approach to sportswear will take place which will eventually form a part of the brands USP. A proposal to provide complete looks to consumers and eliminating the concept of seperates will be excercised in order to guage consumer response, considering the high density of the early majority and late majority fig7.5 it can be predicted that the target consumers want the ease of buying a complete outfit, a complete package which will save their time and energies of coordinating complete looks. This can in turn add value to the brands profile and encourage repeat purchases. Brand meaning is the brands ethics expressed through its aesthetics; that is, the combination of all of the brands manifestations. When applying this strategy to my brand, the aim is to communicate the revival of 90’s and 2000’s spirit in sportswear and undertake a twist by adding couture elements to it. An establishment of a design aesthetic, which communicates the innovative approach of the brand embedded in Pakistan’s craftsmanship. There is always a strong emotional value attached to a strong brand for reasons that are historical and social, as well as emotional. One of the aims and objectives of the brand is to reassure the consumers that their personality as an individual can be enhanced if they carry the garments with confidence. The key to create and maintain a loyal customer base is to convince them that they will radiate beauty and confidence by wearing our garments. The use of body shaping garments in inventive ways will give the target consumers the freedom, power and
Customisation bar will be a pop up to provide personalised services to the consumers – engravings in the form of digits to include birth year and numbers which have associations with the consumers. “The pro-sumers need to feel that with a particular product/service some of their personal desires are being fulfilled, and that they are being understood and respected.” Consumers are getting used to an individual treatment on a large scale so they demand it at store level as well. “ Style surfers who frequently change their looks and images – not tied exclusively to one specific “tribe” or brand these consumers use fashion to demonstrate and communicate their, diverse, contradictory thoughts, feelings and attitudes.” In order to counter this, the variations in styles, colourways and product categories such as tall, petite, boutique and active is likely to give consumers the satisfaction of “multi-functionality
Fashionability: depends on how fashion conscious the consumer is and where they fit in the trend hierarchy, which in this case the brand aims to target by creating associations with the Muses that set the tone for the perceived image. There is a direct relationship between brand personality and the personalities of the women with whom the potential consumers can associate and eventually form a relationship with the brand. Since the brand identity is a unique set of associations that a brand strategist aspires to create and maintain, the empowering nature of these women will reflect what the brand stands for and imply a promise to consumers.
Freja Beha Erichsen –. Although she embodies an intoxicating cool, shes shy, reserved and defensive about her privacy in a way that doesn’t invite girl conversation. Freja is entirely her own person, says photographer Josh Olins, “I love photographing her. What you see at first is this tough boyishness, but then comes something else, a sensitive, softer side. She’s beautifully androgenous. Freja’s inate sense of style somehow translates into the way she is photographed, adss vogue fashion director Lucinda chambers. “she is one of only handful of models who have this unique combination of a strong personality and look while at the same time being a total chameleon.”
Katherine Hephburn was a true independent, a non conformist with a relaxed style and a fondness for menswear basics: jackets with squared-off shoulders and mens trousers. – age group/consumer/muse –“I was success because of the times I lived in. My style of personality became the style.” Custom fit suits and tailor for her trousers
Tina Chow established herself as an internationally acclaimed jewellery designer, sculptor, fashion collector and businesswoman, upscale restaurants in London, New York and Los Angeles. A striking union between east and west, Chow’s arresting features and unique fashion sense fused Japanese minimalist aesthetics with American pop culture. Remembered for her glamorous tomboy style, she characteristically wore inexpensive garments that she would hunt for at flea markets with haute couture pieces gathered at auctions, blending femininity and masculinity to impeccable effect.
Upcoming trend: desire for athletic lifestyle clothing and accessories
While unpredictable weather patterns have rendered seasonal drops obsolete, social media has shortened fashion cycles, and created a see now, buy now, wear now mentality while generating constant desire for new products. Both sports specialist and non-specialist retailers must utilise the growing interest in fashion in fitness, and
the rising popularity of athleisure to drive purchase frequency of sports footwear. VERDICT RETAIL QUOTE UK consumers are becoming more aware of the importance of having a healthy lifestyle and remaining fit, and increasingly want to look fashionable while exercising, following on from the likes of Alexander Wang, Prada and Donna Karan using sporting influences in their runway shows. Additionally, athleisure i.e. wearing gym/
sports clothing & footwear as casualwear, is gaining traction as a mainstream trend, with high street clothing players such as Zara and Topshop introducing embellished, velvet-trimmed and sequin-festooned trainers and merchandising them with casualwear; while fashion stylists, bloggers and celebrities popularise athleisure on social media. according to Verdict’s 2015 10,000 respondent clothing & footwear survey,
retailers must capitalise on the increased interest in fashion in fitness to drive purchase frequency and more wants-driven sports footwear purchases. 40% of men and 36% of women say that they would purchase more if ranges were updated more frequently, indicating there is ample opportunity for both sports specialists and non-specialists
MARKET OVERVIEW: I- D PROFILE - UK
PEST ANALYSIS LADDER [M/7] POLITICAL The impact of Brexit on the technology “brandscape” - 31st October 2016 – CONSUMER CONFIDENCE AND FUTURE BUYING BEHAVIOUR – LINK TO POLITICAL DATA Mintel’s data shows that UK consumers remain optimistic regarding their financial future, with the initial drop in financial confidence immediately after the Brexit vote already reversing and approaching pre-Brexit levels as of October 2016 (seeConsumers and the Economic Outlook: Quarterly Update .
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MACRO ECONOMIC LADDER - [M/7]
Bank Rate on hold at 0.5% until late 2015 or 2016q1. Rises will be gradual and the rate will be low by historic standards in 201720, at around 2.3%. BusinessPlanning Assumptions.Real GDP growth forecast at 2.6% in 2015 followed by near 2.2% in 2016 and 2017. Key risks:Weaker growth if Eurozone fails to sustain recent recovery
ECONOMIC
SOCIAL
The 2012 London Olympics pushed health and fitness into the limelight, and the popularity of British athletes such as JESSICA ENNIS HILL, TOM DALEY AND MO FARAH created awareness and incentivised consumers to develop a better understanding of what constitutes a healthy lifestyle. High profile sporting events such as the FIFA Football World Cup and Tour de France in 2014 and the Rugby World Cup in 2015 have garnered heavy media coverage and continue to generate interest, especially among male consumers. IN THE LONGER TERM, REDUCED TRADE IS LIKELY TO NEGATIVELY AFFECT GDP AS LOWERRETURNS TO CAPITAL LEAD TO REDUCED FROEIGN DIRECT INVESTEMENT, AND STAGNATING WAGES LEAD TO REDUCED CONSUMPTION.
Verdict’s consumer survey shows that 22.3% of plus size shoppers are in the AB socioeconomic group, and 76.0% of them disagree that there is enough choice for them available at premium pricing. As disposable incomes gradually recover, shoppers will be better able to trade up, so the void of a premium plus size offer must be filled.
ANALYSIS: Economic unstability will be experienced from 2016 onwards resulting in a negative impact on production and consumption
60.9% of plus size consumers prefer to shop a retailer’s core offer rather than a specific plus size sub-brand, with only 25.2% wanting to buy into ranges such as New Look Inspire. Retailers must focus on extending size ratios within their core offers, before introducing specific plus size ranges which are showcased separately online o The 35– 44s are the highest spending consumer group and are still demanding more style in plus size ranges, with 44.9% of these shoppers stating that size 18+ ranges are not as fashionable as core collections
TECHNOLOGY As tech and innovation have been embraced, consumers are increasingly using digital devices for seemingly everything. However, we’ve seen that consumers are more open to devices and objects that are seamlessly enhanced by technology. According to Mintel’s report Managing Your Health – US, January 2015, 43% of US consumers have or would be interested in tracking their own health (eg, sleep patterns, diet, exercise) with a tracking device or diary, such as Nike FuelBand or Fitbit. The key is to seamlessly embed technology into everyday objects. In this case, VSP is incorporating tech into eyewear, an already existing wearable that has been around for over 700 years. For this reason, we’ve seen companies use traditional concepts like a watch to help consumers achieve their personal health and wellness goals.
PEST ANALYSIS LEGAL & ENVIRONMENTAL: [M/7]
FUTURE MARKET OPPORTUNITY
LEGAL LAWS REGARDING TAXES FOR SMALL BUSINESSES, AND INSURANCE FOR PROPERTY AND GOODS IMPORTANT WILL AFFECT THE BUSINESS.IMPORTANT TO GET ADVICE FROM PROFESSIONAL TO ENSURE LAWFUL PRACTICE. RESEARCH INTO LEGISLATION REGARDING PDRFANITIES ON GARMENTS AND PROPERTIES IN PUBLIC SPACES TO ENSURE THERE ISNT ANY LAWS THAT WOULD RESTRICT DESIGNS OR MARKETING STRATEGIES. TO AVOID FINES, AND PENALTIES LAWS REGARDING WAGES FOR INTERNS CURRENTLY STATE IF THE ROLE IS PART OF A PLACEMENT YEAR THEN IT WOULD BE UNPAID,
HOWEVER THOSE NOT IN EDUCTAION OR WHO HAVE GRADUATED MUST BE PAID MINIMUM WAGE.
ENVIRONMENTAL: THERE IS AN INCREASED ACCEPTANCE FOR THE NEED TO BE ENVIRONMENTALLY FRIENDLY AND SO INNIATIVES BY THE BRAND TO MINIMISE DAMAGE TO PLANET WILL WORK POSITIVELY WITH CONSUMERS. CHANGES IN THE UK CLIMATE CAUSED BY GLOBAL WARMING MEANS THERE ARE LESS DISTINCT SEASONS, AND THEREFORE A MARKET FOR NON-SEASONAL CLOTHING THAT ARE SOLD YEAR ROUND, MORE ACCEPTANCE FOR SLOW FASHION.
MICRO - ENVIRONMENT: [M/7]
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COMPETITORS
COM MPETITOR RESEARCH COMPET COM MPETITOR RESEARCH COMPET COM MPETITOR RESEARCH COMPET COM MPETITOR RESEARCH COMPET
Case Study : Mother of Pearl ar
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Vision Vision of of the the brand: brand: 2006 2006 ision of the brand: 2006
E A I E P N C
her design, solidifying the brand identity. Fusing the signature sportswear details with luxury fabrics, Mother of Pearl’s coveted pieces have gained a global cult following.
stablished: 2010
esthetic: Sportswear, Prints and Collaborations
nspiration: 80s, 90s and early 2000s – Fashion Photography
stablished: 2010
rivate Type
umber of employees: 11-50
ompany details: Ground floor 18 East Tenter Street London E1 8DN KEY PEOPLE Maia Norman Founder Amy Powney Creative Director
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ompetitor bjectives: aim to capture a wider market base by stocking globally – ASIA , AUSTRALIA, EUROPE, MIDDLE EAST, USA, EASTERN EUROPE ALSO ONLINE GOOP www.goop.com SAKS DIRECT www.saksfifthavenue.com MATCHES www.matchesfashion.com SHOPBOP www.shopbop.com MODA OPERANDI www.odaopernadi.com SSENSE www.ssense.com NET-A PORTER www.net-a-porter.com LUISA VIA ROMA www.luisaviaroma.com
LINK: MOTHEROFPEARL.CO.UKWEBSITE 5,288 LikesFacebook.com/moplondon 2,465 FollowersTwitter.com/mop_london Instagraminstagram.com/mop_london
Maintaining an online exclusive element of just proposing the option to sell accessories through the direct website
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Main sources of info running through every collection which keeps the DNA of the brand – Photographs from a specific time period – 80’s S/S 16 Collection, film and tv series, link and connections back to early childhood – Nostalgia, This pretty femininity is bolstered against contemporary silhouettes, raw cut bonded leather, ribbing and jersey fabric synonymous to the brand’s sportswear aesthetic.
OMPANY PROFILE: MOTHER OF PEARL
OVERVIEW: An avid sportswoman and fashion enthusiast, Founder Maia Norman’s lifestyle and surroundings have heavily influenced the brand ethos and direction of Mother of Pearl. Since taking over as Creative Director in 2011, Amy Powney has streamlined the Mother of Pearl aesthetic to ensure the silhouettes and detailing stay true to the sports luxe philosophy with which the label is synonymous. Seasonally, Powney develops her own prints and continues to use pattern to juxtapose
AN INTERVIEW WITH AMY POWNEY - MOTHER OF PEARL
CREATIVE DIRECTOR: AMY POWNEY FOUNDER: MIA NORMAN
Capital Investments: studio and overheads and management team – promotional campaigns – collaborations Studio in East London – linkedinn management – contact (studio, press, sales) Promotion: MoP is part of London Fashion Week – campaigns indoor settings Pre Autumn 2016, Resort 2017 – simple office settings, flower arrangements, nostalgia Collaborative projects: Over the past year the brand has teamed up Show Studio on a series of collaborations, launched a hugely successful partnership with Pierre Hardy, are currently working on a pop-up shop in Harrods and their clothes are going down a treat in the new Asian economies. “I’m really proud of that because [the Asian market] just get it,” she said. “They’re the sort of people that wear brands like Marni and can carry off pieces that are much cooler. When they go out they don’t necessarily wear some kind of bod-con dress. They’re a lot cooler and that really fits our product and it’s fortunate that they’re having a boom over there.” Muse for the brand: It’s no surprise then that Powney names celebrities like Tilda Swinton as a source of inspiration and someone who she’d like to see wearing the brand. “I truly believe that women should wear the clothes and not have the clothes wear them but equally, the clothes should reflect your personality and what you want to say” and that’s exactly what Swinton does. “She is one of the few women who can wear something a lot more causal to an event but still look great,” she said. “It’s great when you have those girls that can where something simple and classic but still look amazing.” Art collaborations: Each season the brand teams up with an acclaimed artist whose work will serve as the starting point of a given collection. What’s most exciting about these partnerships is the accessibility. To buy an artwork of their any of their former collaborators like Keith Tyson or Jim Lambie will set you back a fair bit but through these collaborations, you can access these artists. Don’t get me wrong, the pieces are more expensive than the middle range high street stores but nothing they sell would warrant losing sleep over, which is proving to be a good business move. The recession is putting pressure on brands to rethink their price points. While the big fashion houses are still there, it’s contemporary brands like MOP that are getting the most traction today, especially as spending continues to shift to the middle market. Balance in collections: “I like to have a goal so I can then decide the pockets of the collection where we don’t think about the money and it’s all about the quality. Then it’s also nice having a point where you have to create the more accessible pieces too. We use the statement pieces to show what we can do because they are the visual representation of the brand and the other bits are great but in a different way.”
MoP COLLECTIONS TIMELINE
ACCESSORIES ARE SOLD ONLINE: PRICE RATIO
RESORT 2017 PRE AUTUMN WINTER 2016
AUTUMN/WINTER 2016
£ 375
£295
£250
SPRING SUMMER 2016
A
NALYSIS: A CONSTANT AESTHETIC OF TECHNICAL SPORTSWEAR AND AN EXCLUSIVITY IN PRINTS IS VISIBLE.. THE CONCEPT OF ATHLUX FOLLOWS THROUGH THE COLLECTION TIMELINE SHOWING HOW THE BRAND EMERGED AS UNIQUE OVER A PERIOD OF SHORT TIME. THE COMPARISON OF COLOUR WAYS IN ONE PRODUCT CATEGORY AND THE MINIMAL STYLING IN CAMPAIGN SHOTS SHOWS THE BRAND ETHOS AS WELL.
CONTACT INFORMATION: MOTHER OF PEARL LINKEDINN PROFILES: HEAD OF PR PRODUCTION MANAGER FREELANCE PATTERN CUTTER INSTAGRAM FOLLOWERS: 28.8k
The MO&Co. lookbo
hlux approach to des
MO &Co CASE STUDY #2 THE STARTING POINT IS LOOKBOOK ANALYSIS AND PRICE
Company Profile: MO AND CO : CAN BE A CORE COMPETITOR ALONG WITH MOP A contemporary brand founded in 2004, MO&Co. brings a modern, minimalist edge to the stylish chic silhouette. Its signature look revisits traditional feminine design, updated for an urban “Boy-Girl chic” aesthetic. Bold prints, edgy cuts and mix & match style shape the brand’s youthful spirit and distinctive identity. With vibrant energy, MO&Co. represents an everevolving sense of love and fun, infusing life into contemporary fashion.
MO &Co CASE STUDY #2 THE STARTING POINT Meet MO&Co: The High Street’s Hottest New Import IS LOOKBOOK When there’s a new addition to the Great British High Street, our concentration and wallets duly ANALYSIS AND stand to attention. Meet MO&Co, China’s hippest affordable label and, in a nutshell, like a cheeky PRICEto find their fortune, lovechild of H&M and Zara. After years of British designers turning to China it seems that the tables are now turning, with a raft of new up-and-coming Chinese designers check out Huishan Zhang for starters - making waves on the european circuit. And now MO&Co is set to follow suit. With over 600 stores on its home turf catering to a population of over 1billion, MO&Co is not only one of China’s most successful highstreet brands but it also attracts some of the industry’s most sought-after models in their campaigns (it’s Freja Beha this season). ANALYSIS: The opportunity to open a global athlux brand in Pakistan and the UK and gradually expand following a similiar business model to MO&Co. The brand has currently 600 stores and pop up and this can be a future market opportunity that can broaden [M/7] as a brand with outlets all over Pakistan and Store space in the UK. First off the block to bring it to Blighty is Selfridges, who have decided to import it into all their stores. ‘Influenced by street culture, and with the knack for translating high fashion references with a playful attitude, MO&Co. is different, exclusive and affordable – the perfect combination,’ says Lydia King, Selfridges’ womenswear buying manager.
‘We love bringing our customers something they haven’t seen or heard of yet!’ ANALYSIS: MO&Co being a Chinese brand is successful enough to acquire store space in Selfridges London and Pop Up in Selfridges Birmingham. Thus, by targetting a niche of LUXURY X SPORSTWEAR a breakthrough can be made by [M/7] in Luxury Department stores globally.
Strengths: -Chinese brand with a strong USP in High Street premium market sector -An effective Supply Chain mangement system spread across 600 outlets. -Human Resource and Marketing team maintains a strong contact in China and globally.
Opportunities: Weaknesses: - Targetting a diverse - Establish a relamarket segment thus tionship of customer an opportunity for loyalty with the global constant growth in consumer. Europe. - The brand can opt to- so that the brand extend its product recall is categories and tap effective and repeat into MO&Co Home. purchases are encouraged. in the future. - It is crucial to maintain quality at all times.
Threats: - There is an everlasting danger of new competitors swarming the market in China and Europe. - a compliance with laws is a must and can prove to be a hindrance in future for the brand. - concept of corporate social responsibilty.
MO&Co has an official instagram account which is updated regularly with new campaign posts. The current following is 31.4k followers which is not bad for a comparitively new brand. Apart from instagram MO&Co is active on Fb, twitter.
MO&Co provides its consumers with with the facility of an Iphone App as well.
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Consumer Climate Overview:
[M/7]
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ONSUMER ATTITUDE TOWARDS SHORTER RESPONSE TIMES:
40% of men and 36% of women say that they would purchase more if ranges were updated more frequently, indicating there is ample opportunity for both sports specialists and non-specialists to boost spend from shoppers. However, alongside quality, technical and performance credentials, they must better showcase the design credentials of footwear ranges – such as customisation services and trend adaptation – and introduce ‘Shop the Look’ options and editorial guides similar to clothing players – much like Nike has done with its recently introduced Style Guide online. “VERDICT RETAIL”
40%
36 %
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ONSUMER BEHAVIOUR TOWARDS EXPERIENCE RATHER THAN PRODUCTS SOLELY: Consumers, particularly Millennials, are finding that they get more enjoyment out of spending on experiences, than spending on material goods, leading to increased rates of spending in categories such as dining out, travel, and entertainment. Perhaps due to social media-induced FOMO (fear of missing out), modern consumers are looking to “do” more than they are looking to “buy.” This trend can be a boon for live events, regardless of whether or not consumers are able to attend in person. Watching a live event in real-time (which is how most Sports Fans watch games) gives consumers the sense that they are experiencing something unique and inimitable. This is perhaps driving the success of live-streaming apps such as Periscope and Facebook Live. Sports marketers can capitalize on this trend by playing up the experiential aspects of sports, even for fans watching at home. Analysis: provide consumers with not just a product but to manufacture desire by providing an experience. [M/7] aims to provide an interactive social environment to consumers in Pakistan where the flagship store is going to be opened. It is possible to constantly engage the consumer by providing facilities such as an in store “hair bar” so that the consumers can get an overall pampering experinece of purchasing garments and getting their hair made. Also, since its an athlux brand the aim is to promote a healthy lifestyle thus the objective of [M/7] will be to open a “juice bar” and name the
Through Imagery – US, December 2015, 23%
Other brands have also embraced visu
connect fans
CAMOMILE TEA
CAMOMILE TEA
CAMOMILE TEA
CAMOMILE TEA
Consumers are increasingly sharing aspects of their lives on social media and they’re embracing the concept of livestreaming and actively connecting to one another in real time. According to Mintel’s report Communicating
of US consumers aged 25-34 say that they have used livestreaming service like Periscope. In response, Snapchat has worked to understand its customer base and is enhancing its users’ sharing experience.
al communication and are working to incorporate it into their own product and service offerings. For example, we’ve seen Sportle, a livestreaming platform, broadcast live sporting events in real time and
while they’re watching. Google work on YouTube Connect, a livestreaming app, and Amazon launch a new user-generated video service, Amazon Video Direct.
Consumer Climate overview: Sportswear
Health and fitness culture drives over half of the UK population to purchase activewear in 2016 Health and Fitness culture is changing the perception of activewear With a cultural shift towards a more health and fitness conscious consumer, the trend is filtering into consumers’ wardrobes. Over half of UK consumers have purchased activewear over the last 12 months (53.7%), with the highest penetration among the 25 to 44s reaching penetration rates of 61% (25-34) and 61.5% (35-44), demonstrating the importance for retailers to prioritise this core demographic. As 52.3% of consumers wear activewear more than once a week, activewear is quickly becoming a wardrobe essential, enhanced by changing consumer lifestyles adapting its end use. Rebecca Marks, Retail Consultant at Verdict Retail remarks
Over half of UK consumers have purchased activewear over the last 12 months (50%)
As 53.7% of consumers wear activewear more than once a week, activewear is quickly becoming a wardrobe essential, enhanced by changing consumer lifestyles adapting its end use
“Changing consumer lifestyles have caused a shift towards consumers seeking multifunctional activewear garments. It is becoming more and more acceptable to wear activewear for both physical activities and social events, particularly since retailers have invested in making ranges far more fashionable and trend-led.” Analysis: The emerging trend of sportswear has given consumers the option to use sportswear for leisure as well. Thus, the iinclination towards the multifunctionality of sportswear is on an incline which will eventually prove beneficial for [M/7]. Global Perspective: CONSUMER ATTITUDES TOWARDS SPORTSWEAR:
In the us, for instance, people speak of sports rather than sport, and there sportswear generally means casual leisure clothing. In the uk the term sportswear is taken to mean active and performance clothing is usually designed and manufactured specifically for sports. O’Mahony and Braddock (2002, P.8) Sportswear spending by age group: highest penetration among the 25 to 44s reaching penetration rates of 61%
(25-34) and 61.5% (35-44), demonstrating the importance for retailers to prioritise this core demographic.
Coffee Lab Tall Grande Venti
“W
hats your coffee order and what do you consider the most when buying sportswear items.”
FIT ( 65%)
COMFORT (60%)
BEST INDICATORS FIT STYLE COMFORT
STYLE (55%)
FUNCTIONALITY (33%)
DESIGNER COLLABORATION (28%)
BELOW 50% INCLINATION FUNCTIONALITY COLLABORATION AND FASHION STATMENT
FASHION STATEMENT (15%)
Coffee Mugs Coffee Mugs Coffee Mugs Coffee Mugs Coffee Mugs Coffee Mugs Coffee Mugs Coffee Mugs Coffee Mugs
36% 65% 32%
DO YOU WEAR SPORTSWEAR ITEMS FOR LEISURE AND SPORTS, BOTH?
64%
P
RIMARY CONSUMER DATA: LOCATION - HARRODS CONSUMER DEMOGRAPHIC: AGE: 35
CONSUMER DEMOGRAPHIC: AGE: 19
OCCUPATION: INTERIOR DESIGNER
WHAT IS YOUR MONTHLY INCOME/POCKET MONEY? £1500
LOCATION: HARRODS, LONDON HOW MANY TIMES A WEEK ARE YOU LIKELY TO SPEND ON HIGH STREET BRAND? TWICE A WEEK HOW MANY TIMES DO YOU BUY A LUXURY ITEM IN A WEEK/ MONTH? IT DEPENDS LIST TOP 5 HIGH STREET BRANDS THAT YOU SHOP AT? PINKO, MAJE, KAREN MILLEN, ZARA, DIOR LIST 5 LUXURY BRANDS YOU SHOP AT? DIOR CHANNEL DOLCE&GABBANA MIU MIU LIST SPORTSWEAR ITEMS YOU RECENTLY BOUGHT? NIKE - ADDIAD STELLA MCCARTNEY DO YOU WEAR THESE ITEMS TO THE GYM? I WEAR AT GYM. HAVE YOU EVER GOT SOMETHING CUSTOMISED OR PERSONALISED? NO GIVE ME THREE WORDS TO DESCRIBE YOUR STYLE: COMFORTABLE - STREETWEAR IF YOU HAD TO NAME ONE ITEM OF CLOTHING YOU LOVE AND WHY? YES MAKE IT SPECIAL FOR ME. WHEN BUYING A DRESS WHICH FABRIC DO YOU PREFER? BODYCON ANALYSIS: THE CONSUMER TENDS TO BALANCE THE OVERALL LOOK AND IS FOUND OF A LEISURE LOUNGEWEAR TO MIX AND MATCH. SPORTSWEAR INCLINATION IS HIGH. TENDS TO SHOP AT LUXURY STORES. MEMBER AT VIRGIN ACTIVE FOR GYM.
LIST TOP HIGH STREET BRANDS THAT YOU SHOP AT? TOPSHOP MAJE SANDRO ZADIG & VOLTAIRE JOSEPH LIST FIVE LUXURY BRANDS? BALENCIAGA GIVENCHY PRADA VALENTINO LIST SPORTSWEAR ITEMS THAT YOU RECENTLY BOUGHT? NMD ADDIDAS TRAINERS LEATHER ADIDDAS PANTS DO YOU WEAR THESE IITEMS TO THE GYM OR ARE THEY JUST A FASHION STATEMENT FOR YOU? FASHION STATEMENT DO YOU HAVE A GYM MEMBERSHIP? NO WHICH BRANDS DO YOU LIKE FOR DENIM? PAIGE RAG & BONE WHEN BUYING A DRESS WHICH FABRIC DO YOU PREFER? BODYCON GIVE ME THREE WORDS TO DESCRIBE YOUR STYLE: CLASSIC WITH A TWIST SPORTY WHAT IS LUXURY FOR YOU?: USE OF LUXURY FABRIC - FUR LEATHER CASHMERE
P
RIMARY CONSUMER DATA: LOCATION - HARRODS, CHAPTER SPITALFEILDS
CONSUMER DEMOGRAPHIC: AGE:30 OCCUPATION: JEWELLER WHAT IS YOUR MONTHLY INCOME: £100,000+ HOW MANY TIMES IN A WEEK ARE YOU LIKELY TO SPEND ON A HIGH STREET BRAND? ONCE A WEEK HOW MANY TIMES ARE YOU LIKELY TO SPEND ON A LUXURY BRAND? TWICE LIST TOP FIVE BRANDS THAT YOU SHOP AT? PINKO 360 CASHMERE JET GAP LIST FIVE LUXURY BRANDS THAT YOU SHOP AT? SAINT LAURENT HELMUT LERG ALEXANDER WANG TOM FORD P&G LIST SPORTSWEAR ITEMS THAT YOU RECENTLY BOUGHT? NIKE TRAINERS LULULEMAN - TOP AND PANTS SPORTS BRA - NIKE DO YOU WEAR THESE ITEMS TO THE GYM? YES DO YOU HAVE A GYM MEMBERSHIP? YES I DO RESISTANCE TRAINING WHICH BRANDS DO YOU LIKE FOR DENIM? MIH J BRANDS WHEN BUYING A DRESS WHICH FABRIC DO YOU PREFER? JERSEY
“W
e like athlux but no we don’t go to the gym.”
GIVE ME THREE WORDS TO DESCRIBE YOUR STYLE: TAILORED DARK COLOR PALATTE RELAXED BOUTIQUE STORES YOU SHOP AT? JOSEPH WHAT CELEBRITIES YOU ADMIRE? OLIVIA PALEMO POPPY DELEVIGNE
62% said they wear sportswear to the gym and for leisure. 40% said they like to buy co ord sets when buying sportswear.
50% said bodycon fabric 64% said nike is their favourite sportswear brand
PRIMARY CONSUMER DATA: SELFRIDGS CENTRAL LINE TUBE:
THE QUESTIONAIRE ASKED CONSUMERS ABOUT WHAT THEY LOOK FOR WHEN MAKING PURCHASES, AND ABOUT SIZING AND BODY. UNDERSTANDING THE CONSUMER THOUGHTS CAN HELP [M/7] GAIN AN IN DEPTH DATA. THE SIZING [M/7] WILL BE 6 -12 AND SOME SELECTED ITEMS WILL INCLUDE 12 - 16 SIZES AS THE THE PLUS SIZE MARKET IS GROWING AND A WIDER CONSUMER BASE CAN BE TAPPED THIS WAY. HOWEVER, ONCE CONSIDERABLE CONSUMER RESPONSE IS GAINED, CHANGES CAN BE MADE TO SIZING.
260 ml - size 12 (33%)
CONSUMER LIFESTYLE DIARY:
Daniela karagi, a designer at Pash, Munich, sums it up “ denim has no boundaries, the collections contan everything from cowboy, punk and hippie themes as well as high0tech or coated fabrics to an bundance of raw denim, bleached or stone washed.� At [M/7] innovation is one of the core objectives and manipulation with denim in order to convert into a desirable lux product emerging from sportsgear a wider market can be tapped. The secondry consumer wants to feel special and [M/7] direct it secondry product category to very well achieve this. According to secondry research brands like TopShop Unique, True Religion and Citizen have very well manouvered the trend for lux denim and that is the consumer base for extened brand identity at [M/7].
PRICE ARCHITECTURE CORE: SPORTSWEAR PRICE ANALYSIS: DENIM - EXTEND PRODUCT
CORE COMPETITORS MOTHER OF PEARL MO & CO MARKUS LUPFER BASIC LINE DESIGNER COLLABORATION CLASSIC PRODUCT CATEGORY J BRAND PAIGE TRUE RELIGION DIESEL CITIZEN 7FORMANKIND
PRICE ARCHITECTURE PRICE ARCHITECTURE PRICE ARCHITECTURE PRICE ARCHITECTURE PRICE ARCHITECTURE PRICE ARCHITECTURE PRICE ARCHITECTURE PRICE ARCHITECTURE [M/7]
PRICE ARCHITECTURE OF A CORE COMPETITOR: [M/7] USES A SIMILIAR MODEL
£ 930 OUTERWEAR IS ON THE TOP ON THE PRICE ARCHITECTURE DRES SSES S AND BU UTTONED CARDIGANS ARE PREMIUM PRICE KNITWEAR AND MARKU US LU UPFER ICONIC ARE MID PRICE
£ 395 £ 280
BAS SIC C T SHIRT AND JOGGERS S ARE LO OW PRICE
£ 70
Puma x Fenty Collaboration Price Points
Puma x Fenty Collaboration Price Points Puma x Fenty Collaboration Price Po
Jackets are part of the Premium Price RICE LEVEL IN THE PR
ÂŁ1300
TOP PRICE
Level
ÂŁ1500
Tshirts at Low price
Basic trousers at Mid Price Points. Pallazo styles at Premium price level.
Level in the hiera
Dresses at Premium Price point.
TRUE RELIGION PATCHED BOYFRIEND JEANA £ 349
7 FOR ALL MANKIND JEWEL STUD JEANS £400
TRUE RELIGION SLIM FIT JEANS £299
12
456
SANDRO DATA JEANS £ 239
777 ANALYSIS OF COMPETITIVE PRICING STRATEGY: An important implication of behavioral research is that rivals’ past prices shape the normative context in which a focal producer selects its own price. observed that whether buyers perceive a given producer’s price as unfair hinges on the prices already set by that producer’s rivals. Rivals that have previously charged a high price afford the producer greater latitude in subsequent price setting, allowing that producer to charge more without transgressing norms of fairness. Status-aspirational pricing can become a viable strategy when the focal producer is unconcerned about exceeding its peer-based “just price”, which could lead to being stigmatized as unfair or even exploitative. Support for this claim also appears in the marketing literature around the concept of “contextual reference prices” and in sociological research on markets. In particular, formal model posits that all producers in a given market offer buyers an equally fair deal and suggests that penalties await the producer that exceeds the price expected in light of its peers ‘pricing decisions.
Analysis: One of the aims and objectives of the brand will be to collaborate with celebrities supporting the fit lifestyle by keeping into account the pro’s and con’s of the whole marketing strategy and product launch.
innovation adrogny Key
Terms
PRO’s Responsiveness to the shoppers heightened demand for athletic lifestyle clothing and accessories social media enagagement and publicity hype for the brand consumer satisfaction because of the availability of active, leisure and social outfits – multifunctional clothing potential for growth – targeting a wider consumer base – Topshop current young shoppers, as 25-34s with higher discretionary income Premium stockistsCON’s include Net-a-Porter and Selfridges, therefore a tab on quality inspection needs to be there to justify the price points and competitive ranges in the market stronger print standards and crisper finising’s
The world’s denim market is re – orienting itself with the idea of affordable denim, quality, fit and careful brand positioning. Broader distribution bases than in years past and cheaper manufacturing in developing countries such as China are enabling price points to fall across every segment. “its not about ‘cheaper styles’, it is a correction to bring the pricing back down to reality from the inflated prices of the last few years, “ says Susie crippen and JEFF RUDES, co founders of J brand, which offers quick deliveries, skinny styles and fits and retail price points btw $158 and $187. (Sportswear International 1998 pp.78) The market is all about juxtaposing the extreme highs and lows. This mix provides a modern cool factor that is prevalent in the market today.” (Sportswear International 1998 pp.78) Market growth opportunities in denim wear. Scott Bonomo of Union, which is carving out a niche for itself with technology driven handmade vintage washes, believes “Todays market requires the following: one , be relevant to the consumer; two, be creatively innovative; and three, be true to the speciality store Distribution channel.” Competitors strategy PRPS founder Donwan Harrell, who makes no apologies for selling denim of the highest quality from $189 to $400, agrees that global consumers are better educated and have come to expect quality and detail. Consumer behaviour implementation.
“Strong competition on the high street has caused retailers’ physical and digital channels to become battlegrounds for activewear.”
“We’ve got cult following of really informed consumers that could sense any compromise on our part from a mile away, he says. “ We continue to see interest in premium, but there is an overall premiumization of the market across all prices, “ explains Amy JASMER, director of product publicity for Levi’s in San Francisco, which considers its entry point for premium $65 and has introduced department store exclusive Limited Edition JEANS under its Red Tab Label.
PRODUCT ANALYSIS: THE SCOPE OF ATHLUX HISTORICAL CONTEXT: VOGUE ARCHIVE The emergence of a sporting culture over the last 150 years has seen the acceptance of physically fit athletic men and women as cultural and aesthetic ideals. The perfect body has become an object of desire and, consequently, most sports clothing today is designed not only to be technically efficient and increase a comepetitors effectiveness but also reveal the body beneath it. In 1982 actress Jane Fond released her first aerobic exercise video tape, bringing exercise to a whole new segment of the population: full- time homemakers and mothers. JANE FONDA Magazines and cosmetics industry helped to reinforce the belief in health, exercise and youth. If we cannot achieve the perfect body, we continue to subscribe to the belief in health and fitness by appropriating sports apparel for work, school and leisure: witness the dominance of the running shoe.
clothes do not need
“M
any international designers now offer ‘DE LUX SPORTSWEAR’ collections – casual, comfortable clothing using advanced fabrics and offering functional features. Separates from these collections are as readily included in the wardrobe of the fashion- aware as are the fashion classics.”
cold conditions, so
GLOBAL PERSPECTIVE: UK FABRIC USAGE BY [M/7]
S
GLOBAL PERSPECTIVE: PAKISTAN GARMENT CONSTRUCTION UNITS.
[M/7] WILL BE USING TWO MAIN TYPES OF SUPPLIER MODELS: DIRECT SUPPLY: THE BRAND AIMS TO OPEN A FLAGSHIP STORE IN LAHORE PAKISTAN AND IN ORDER TO MATERIALISE THE CORE BUSINESS OBJECTIVE OF TOTAL QUALITY MANAGEMENT (TQM) IT IS CRUCILA TO HAVE TOTAL CONTROL OF THE PROCESS, WHICH REQUIRES A HIGH LEVEL OF INPUT; THIS IS OFTEN REFERRED TO AS BUYING FOB. [M/7] WILL ARRANGE FOR OWN TRANSPORT AND DUTY AND WILL SEND ALL INFORMATION TO TEXTILE MILLS IN PAKISTAN FOR FABRIC, DIRECTLY. THUS MAINTAINING EFFICIENCY LOCALLY.
AGENT: FOR THE STORE SPACE IN LONDON, AN AGENT WILL BE HIRED WHICH WILL ACT AS A SALES AND DESIGN TEAM, ARRANGING VISITS, MANAGING ORDERS, FIELDING CALLS AND NEGOTIATIONS. SINCE FABRIC INNOVATION IS AT THE HEART OF THE BRAND, AGENT CAN PROVIDE UP TO DATE INFORMATION ABOUT TRADE FAIRS SUCH AS PV AND NEW FABRIC DEVELOPMENTS AT A GLOBAL LEVEL SO THAT THE BRAND STAYS AHEAD OF COMPETEITION AT ALL TIMES. RELATIONSHIP IN SCM ARE VITAL TO SUCCESS; BUYERS, MERCHANDISERS AND DESIGNERS ALIKE NEED TO UNDERSTAND THE IMPLICATIONS OF SUPPLE CHAIN DECISIONS AND DECIDE TOGETHER WHERE THEY NEED TO ADD VALUE AND WHERE COSTS SHOULD BE REDUCED. USP “ A BUNDLE OF SKILLS AND TECHNOLOGY THAT ENABLES A BUSINESS TO PROVIDE A BENEFIT TO CONSUMERS. PRAHALD AND HAMEL (1994)
LOGISTICS AND OUTSOURCING IN THE SCM: ONE OF THE CORE AIMS AT [M/7] IS TO KEEP STOCKS CONTINUALLY MOVING TO KEEP COSTS DOWN – STOCKS THAT STAND STILL DOES NOT ADD VALUE, ONLY COST. THUS REGULAR SAMPLE SALES WILL BE A NORM AT [M/7] PRACTICSED REGULARLY TO REGULATE STOCK SYSTEM.
RISK MANAGEMENT IN SC: THE HEAD OFFICE OF [M/7] WILL BE LOCATED IN PAKISTAN AND THE AGENT FOR FABRIC IN THE UK THUS THERE IS A DANGER OF DISTANCE AND A COMMUNICATION BARRIER CAN OCCUR IF THE PRODUCTION MANAGEMENT IS NOT EFFECTIVE ENOUGH. THERE MAY BE UNFORSEEN DELAYS IN DELIVERY DUE TO WEATHER CONDITIONS AND NATURAL DISASTERS DUE TO THE DISTANCE INVOLVED.
“ FORMALIZED SUPPLY CHAIN MANAGEMENT IS INCREASINGLY BEING RECOGNISED AS A CRITICAL DETERMINANT OF COMPETITIVE ADVANTAGE.” (CHRISTPHER 1997)
CRITICAL PATH ANALYSIS - CUSTOMISED PIECES IN RANGE
#ORDER STYLE
ISSUE DATE
SHIPMENT FABRIC DESCRIP- QUANTITY COLOURWAY DATE DETAILS TIONS
CRITICAL PATH ANALYSIS : S/S 18 [M/7]
Marketing & romotions
THE TOP 10 LIES OF SHOP ASSISTANTS BY SABINE KUNHL 1. 2. 3. 4. 5. 6. 7. 8. 9.
I’ll be right with you That looks sooo good on you It’s the very last one in stock Our stores don’t have any more of that style either … Yes, I’m sure. I just called them Ofcourse you can exchange it later. That’ll be no problem whatsoever You wont find this piece anywhere else These tend to run big so think a small actually would fit you Sure, its kind of pricey, but just look at the quality It has been a pleasure to serve you. Please come back soon
“
Fashion DVDs are the new coffee table books! Hollywood and National Geographic are getting some serious competition lately as fashion houses put out their own documentaries. Entertaining as well as informing – here’s my muxt-have list Marc Jacobs and Louis Vuitton, Lagerfeld Confidentail; Victor and Roph – the making of fashion house.” Analysis: As part of the store layout fitness DVD’s will be displayed in order to convey the essence of the brand through marketing tactics.
TECHNOLOGY & SOCIAL MEDIA - MARKETING ELEMENTS “One of the important objectives is to entertain customers and excite them with visual stimuli. Emotionalising is the term often heard for this. “Technology is also useful for connecting with customers: digital signage is gaining increasing importance. LED technology for flooring and walls, touch screens and plasma screens should generate communication.” This is also the opinion of Jutta Blocher of Stuttgart-based shopfitting firm Blocher Blocher Partners. “ Customising is one of the key terms in this segment. “Why not put an ipod or a screen in the changing room, for example?” she suggests.
Y
–
“WINDOWS ARE COMPLETELY UNDERUTILISED. IT’S A SPACE THAT DOES ABSOLUTELY NOTHING FOR YOU FROM 7p.m till 10a.m, “ SAYS RIGARD KRUGER, TECHNICAL DIRECTOR AT ACNE PRODUCTION, WHICH SPECIALISES IN ADVERTISING AND IMAGE FILMS AS WELL AS INTERACTIVE MARKETING CONCEPTS. ANALYSIS: FOCUS ON VISUAL MERCHANDISING ELEMENTS TO MAINTAIN A VISUAL RELATIONSHIP WITH CONSUMERS AND CREATE A 24/7 INTERACTION - RECALL MODEL.
C
[M/7] RETAIL SPACE
DIRECT
CONSUMER CHANNEL.
EUROPE GALERIES LAYFAYETTE 40 Boulevard Haussmann 75009 Paris France www.galerieslafayette.com HARVEY NICHOLS 109 – 125 Knightsbridge London SW1X 7RJ UK www.harveynichols.com SELFRIDGES 400 Oxford Street London W1A 1AB UK www.selfridges.co.uk
FLAGSHIP STORE IN PAKISTAN START UP
BRAND LOGO EXPERIMENTATION:
M M M
7
7
7
M/7 M/7
[M/7]
[M/7]
M7 M7 M7
M /
/7
M
7
- SWING TAGS -
PACKAGING IDEAS:
[M/7]
[M/7]
BRAND LOGO EXPERIMENTATION:
M
M
/
/
7
7
BRANDING & PACKAGING: THE MAIN SOURCE OF PRIMARY BRANDING WILL BE THE LOGO, LOGO STICKERS AND PACKAGING IN BOXES. ALONG WITH [M/7] ICONIC FROG WHICH WILL BE PART OF CORE BRANDING STRATEGY. ON THE OTHER HAND THE SECONDRY BRANDING CONSISTS OF PACKAGING FOR ACESSORIES, EXTENDED BRAND IDENTIITY AND COFFEE AND JUICE CUPS AS PART OF THE PROMOTIONAL ACTIVITIES AT [M/7].
WEBSITE DESIGN INSPIRATION
TREND REPORT - 17/18 MILAN FASHION SHOW 1998 ZOOMED IN KEY DETAILS HARDWARE SELECTION COLOUR INSPIRATION PADDED SHOULDERS QUILTING THE NEW ADROGONY
BRAND FOCUS: TREND RELEVANT TO [M/7]
T
TEXTILE REPORT 17/18 + VOUGUE ARCHIVE 1993
[M/7]
BIBLIOGRAPHY:
9 Nov. 2016
APPENDICES: QUESTIONNAIRES INTERVIEWS
APPENDICES: CONTACT WITH SUPPLIERS: