Marketing and Communication Plan Camilla Hobbs
Contents Introduction– 4
Brand Positioning Map-18-19
Methodology - 4
Consumer Segmentation– 20
Primary and Secondary Research- 4
Consumer Profile - 21
Brand History-5
UK vs US Market - 22-23
Where is the brand now?
How will the brand get there?
PESTLE - 9
UK Marketing Strategy Plan– 26-27
SWOT– 10
USA Marketing Strategy Plan– 28-29
Competitor Analysis– 11
Pop up Store Visual—30
Macro Trends - 12
Conclusion– 31
Ansoff Matrix - 13
Bibliography– 32-33
Where does the brand want to be?
References– 34
Brand Overview - 16
Illustrations– 35
Aakar Model- 17
Appendix– 36
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I n t ro d u c ti o n This report will explore and identify the key challenges and opportunities that face the well-known fashion brand All Saints, when strengthening its position in the UK and further maximise success in the US. The report will be a journey of where the brand is now, where it wants to be, and how it will get there.
M e th o d o lo g y I have conducted both primary and secondary research and used the appropriate marketing models to create a marketing strategies that will help increase brand awareness and further maximise their success within the UK and US market.
P r i m a r y an d S e c o n d a r y Re s e a rc h The aim of my primary research was to get a detailed understanding of who AllSaints consumers are for both the UK and USA and gain further insight on their opinions about the brand. For the UK, by creating an online survey it allowed consumers to express their opinion of the brand through open and closed questions. We had 80 responses. For the US, several questions were asked to an employee at the New York Flagship store and PR company, Colburn Communications. The use of various materials such as reports, articles, books and the internet has helped me analyse the market and consumer behaviours. The use of both quantitative and qualitative research enabled me to collect information from consumers in the UK and USA. This helped show a difference between the types of shoppers in different markets.
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B R A N D H IS TO RY AllSaints Spitalfields, also known just as AllSaints is seen to be one of the hippest retailers on the British high street selling men’s, women’s, footwear and accessories. Originally it began as a wholesale menswear brand that sold merchandise exclusively to high-end British retailers such as Harrods and Harvey Nichols. Founded by Stuart Trevor and Kait Bolongaro in 1994, the brand has now expanded on a global scale with 63 stores and 47 concession stands worldwide. Their rapid global expansion began in 2009 when AllSaints opened stores all over the US. Their first store in New York City, followed by Boston, LA, San Francisco, Miami, Washington, Santa Monica, Seattle and Chicago. The brand is named after the All Saints Road in Notting Hill in London due to it being to popularly associated with music and the arts, something which is really at the heart of the AllSaints brand.
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Where is the brand now? 7
P. E . S. T. L . E A N A LY S I S
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Political
Economical
Social
Technological
ISSUE
AFFECT ON ALLSAINTS
Taxation Policies Change in government
Recession Disposable income Employment Cost of Raw Materials State of global economy
Lifestyle changes Health Ageing population Birth rate Social media Consumer attitudes and opinions
Online shopping New inventions Product manufacturing
Legal Environmental
Legislation on products and packaging Health and safety laws Employment laws
Ethical manufacturing Pollution Climate Change Environmental awareness
Changes in law could affect how AllSaints run the business in order to meet new law standards, and affect the brand financially. An increase on income tax, will see a decline in sales for AllSaints as consumers will be more money conscious. A decrease in disposable income and a high unemployment rate could lead to a decrease in AllSaints sales as consumers will buy cheaper alternative clothing. New marketing strategies will be needed to increase sales in poor economic conditions. AllSaints delivery of products worldwide through their online store means revenue can be generated during poor economic conditions. The increasing popularity of social media allows brands to reach and communicate directly with their consumers in a much more effective way. Brands are starting to offer new ranges for the older generation. It’s vital brands keep up to date with trends and understand exactly what their consumers want. Obesity is a huge problem within the US with over a third of the population being obese. Inventions such as the iPhone and iPad have changed the way consumers shop and receive company news. The use of online shopping allows brands to access the worldwide market without the cost of building stores. Having the latest manufacturing technology allows brands to stay innovative and surpass their competitors. A change in legislation could affect brands financially in order to meet new standards. Brands need to make sure all equipment and working areas meet health and safety standards, not only important for employee well-being but reputation of the company. Ethical manufacturing is important to create a positive brand image and good reputation. Try and use the most environmentally friendly method within the manufacturing process.
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S WOT A n a l y s i s STRENGTHS
Globally recognised brand High quality fashionable products Strong brand image Strong brand presence through their website, Facebook, Twitter and Youtube channel. Keep up to date with current culture A brand leader that blends culture, fashion and music.
OPPORTUNITIES
Further expansion in the US by opening 30 new stores in the next two years Take the brand to Asia, with first store opening in Honk Kong. Offer a basics range at a cheaper price to target consumers who have less disposable income. Introduce plus- size range Look at introducing new styles and trends Create new advertising strategies
WEAKNESSES
Limited advertisement AllSaints was almost wiped out in the Icelandic banking collapse Customers feel prices are too high Only offer one specific style to a specific market In the year of 2012, profits fell from £221m to £199m Expansion into North America was £43 million, almost double the original projected cost and AllSaints began to have trouble paying suppliers.
THREATS
Rapid changing trends Lots of competition within the market The current economic climate means less consumer expenditure and therefore a decrease in sales. Introducing different styles and trends would detract from AllSaints well-known brand image.
The SWOT analysis clearly highlights AllSaints key strengths, but also the areas in which they can improve. The key findings from my research support the information in the SWOT analysis. For example, a weakness is that consumers think AllSaints products are quite expensive as seen in App. 5. AllSaints would benefit the most by introducing a low price basic’s range. As AllSaints do not follow commercial fashion trends, so they would not benefit from targeting a different type of style. All Saints have a distinctive style so changing this would detract from their well-known brand image. However a basics range could be easily incorporated into their existing style by keeping a muted palette of blacks, browns, whites and greys, which are the key colours associated with AllSaints. The basic’s range would offer high quality stylish products, at a much cheaper price. This will allow AllSaints to broaden their target market to those with less disposable income.
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Competitor Analysis For the UK:
American Apparel Urban Outfitters Religion Topshop/Topman Zara Vivienne Westwood Ted Baker Paul Smith French Connection Acne Cheap Mondays
For the USA:
Topshop/Topman Forever 21 H &M American Apparel Levi Brandy Melville
AllSaints have a wide range of competitors in both the UK and US, in terms of price, quality and design. AllSaints are a brand that is neither a designer nor a high street brand, they are in the middle of the two (very upper high street). Therefore giving them competitors from each. In such a competitive environment its crucial businesses have a USP in order to differentiate themselves from their close competitors. AllSaints do this by offering high quality products of a specific unique style (rock and roll chic).
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M a c r o Tr e n d A n a l y si s
AllSaints is growing worldwide and therefore will constantly be affected by global trends. AllSaints need to be able to change to these trends in order to develop and grow as a brand. If they fail to adapt to these ever changing trends it could create real problems for the brand and possibly lead to failure of the business.
A more connected world New inventions such as the smartphone and tablets have changed the way in which people shop and experience a brand. Through the use of this technology and social media, consumers are much more connected with brands and are constantly kept up to date with company news, helping maintain strong relationships with customers. AllSaints have been successful in using many social media platforms and have a strong brand presence through their website, Facebook, Twitter and their YouTube channel.
An aging population It is proven that today’s generation are living longer due to the improvement of health care. The population is continuously growing and getting bigger, and a large proportion of this is now an older generation, due to the baby boom. AllSaints target market is ages 18-35 therefore an aging population will affect them negatively as they don’t market to an older generation. Although going against their current target market of young, outgoing adults, AllSaints could do a trail marketing campaign aimed at an older generation (ages 40-50), to see whether or not the brand would be popular with them.
Urbanisation City growth has risen considerably over the past few years. The Euromonitor International states ‘The global shift towards urban living is shaping consumer markets and demand.’ (1) Having a larger population in metropolitan cities will mean there is a high demand for clothing in stores. Therefore AllSaints must ensure they have plenty of stock in order to cope with this high demand.
Emerging middle classes As a result of economic growth there have been huge sections of the population moving out of poverty and into the middle class. This means that more of the population will have more disposable income and will be more willing to go out and spend that extra bit of money on luxury items, such as clothing. Resulting in a rise in sales and overall profit for AllSaints.
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Ansof f Matrix EXISITING MARKETS
EXISTING PRODUCTS
MARKET PENETRATION
Womenswear Menswear Accessories Footwear
NEW PRODUCTS
PRODUCT DEVELOPMET
NEW MARKETS
MARKET DEVELOPMENT
AllSaints plan to open 30 new stores in the US over the next 3 years. AllSaints is now available in several countries due to online shopping and worldwide shipping. Take the brand to Asia, with first store opening in Honk Kong.
Releasing seasonal trends in store and online
DIVERSIFICATION
AllSaints could consider producing a stationary range. Competitors TedBaker and Paul Smith have done this and has resulted in great success. Diversify into childrenswear.
Like the SWOT analysis, The Ansoff Matrix model is a marketing planning tool that helps suggest growth strategies for a business. Overall looking at the model, AllSaints should definitely focus on diversifying. Currently AllSaints only operate in the fashion market and a potential opportunity for them would be to enter into a new market and try something different, such as stationary or even home ware. This would be risky strategy as AllSaints have little experience of moving into a new market so thorough primary and secondary research would be needed.
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Where does the brand want to be? 15
B R A N D OV E RV I E W Brand Mission “To create a brand that blends culture, fashion and music into a potent formula of desirable clothing that expresses individuality and attitude� (2)
Brand Essence British/High Quality/ Trendy/ Chic/Fashionable
Brand Positioning Statement Aiming a trendy, style aware niche with a target demographic of 18-35, who have a passion for unique, fashionable clothing.
AllSaints are the fashion brand that offer a desirable clothing range for both men and women that allows them to express their own style and individuality.
Brand Vision and Objectives Creative Director Will Beedle: "We are very proud of the brand heritage and DNA and its distinctive and unique point of view, but we need to keep moving and changing. We want to grow and to continue to delight and excite - to do that we must keep evolving." (3)
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AAKAR MODEL AS AN ORGANISATION
AS A PRODUCT
Strong British heritage Well known, global business Hugely inspired by music, art and culture
AS A SYMBOL
Well known logo Simple yet affective Reflects the brand and the clothes they sell
High quality Expensive (Most popular word associated with the brand (63%) as seen in App.6. Trendy Fashionable Unique
AS AN EXPERIENCE
Trustworthy Reliable Enjoyable
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B r a n d Po s i t i o n i n g Map
High Price
Low Fashion
High Fashion
Low Price 18
From looking at the brand positioning map AllSaints have many competitors on both the high fashion and high price axis. A lot of brands in the same area such as Topshop, Zara and Urban Outfitters are seen to be more commercially successful than AllSaints. This is due to the fact that they offer a variety of styles and trends that appeal to a wide consumer base, whereas AllSaints only target for a specific style- “vintage with an industrial aesthetic as well as British chic rock ‘n’ roll and a romantically pre-aged look” (4). AllSaints could consider introducing a basic’s range at a much lower price in order to appeal to a wider consumer base. This range would make the brand more current and remain competitive within the market with brands such as Zara and H&M. Moreover, AllSaints are successful in its brand positioning in terms of quality by offering the highest quality, durable products while paying attention to every detail, making sure all their designs are one off.
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Consumer Segmentation Segmentation is described as “a creative and iterative process, the purpose of which is to satisfy customer needs more closely and, in doing so, deliver sustainable competitive advantage for the company” (McDonald and Dunbar, 2004) (5) AllSaints target young, edgy, style conscious adults aged 18-35 who possess the disposable income for, trendy alternative pieces of clothing. Many who shop at the stores are regular returning customers, as well as tourists and couples. They enjoy socialising with their friends, value art, attend fashion shows and have a passion for music. The results from my primary research as shown in App.4 supports that AllSaints are targeting the right consumer age, with the highest response of 76% saying AllSaints mainly target ages 20-25. Shortly followed by the 26-29 age. Although AllSaints target both males and females, the brand is more predominately more popular with women. Therefore here is a consumer profile of who AllSaints believe their main consumer to be. Focusing on a specific target audience allows for the creation of a clear and compelling brand positioning and builds strong affinity to the brand, something AllSaints does very well. USA Consumer It’s been discovered that in the USA consumers are experiencing “frugal fatigue” and are interest in revamping wardrobes while spending money on quality pieces (6). This will benefit AllSaints hugely in the US as they are a different, unique brand who offer high quality, expensive clothing. Therefore it would be a perfect opportunity to increase their brand awareness across the US and reach their objective of opening 30 more stores in the next two years . Ian Geddes, the UK head of retail at consultants Delotitte LLP, comments “U.K. retailers that are succeeding have a very strong, differentiated brand positioning that is well understood by the American consumer. They are doing well by emphasising what their brand stands for.” (7) AllSaints have a really clear, strong brand image that stands out against their competitors, especially in the US as there isn’t a brand similar to them. AllSaints will remain successful with the American consumer by differentiating themselves and using their strong brand image to stand out.
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UK vs US Market
The UK fashion industry is believed to have managed relatively well since the recession hit, with positive sales growth recorded from 2010. Since then, Consumers have continued spend money on clothing in 2013 despite the income squeeze, with sales estimated to have risen 4.5% (Reference – Mintel Clothing report 2013) (8)
The British fashion industry is worth £26 billion (9)
Provides 797,000 jobs, making the UK the third largest fashion employer in the EU.
"The international spotlight is on us and we aim to make
the most of it. We're delighted that this week will not only be a showcase for fashion, but for three UK creative industries who thrive thanks to our home-grown talent. [London] is truly the global capital of creativity." (Natalie Massanet, Chairman of British Fashion Council 2014) (10)
Fig.1
Total UK household consumption on clothing and footwear is £48 Billion. (Fig.1)
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UK vs US Market
Fashion industry is worth $200 billion in the US
Plus size market has become more important within the US fashion market
Employ 4,200,000 within the fashion industry across the United States.
Women’s market leads 60% of the total market, closely followed by Menswear at a close second.
An overall view of both fashion markets show that AllSaints have a good chance of maximising success in the US with 60% of womenswear leading the total US market. This shows real promise for AllSaints as their main consumer is predominately female. Research shows that the plus size market is becoming increasingly popular as over a third of US adults suffer from obesity. It is vital that brands are able to adapt to changing consumer behavior and cultures such as this, because if ignored could lead to failure of the brand. The USA is a much larger country than the UK and has the potential to offer huge amounts of opportunities for AllSaints, so it is vital they have a deep understanding of the market they are trying to break in to.
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How will the brand get there? 25
UK Marketing Strategy Plan Recommendations to maximise success in UK:
Offer a basics range at a cheaper price to target consumers who have less disposable income. Look at introducing new styles and trends New exciting marketing campaign Collaborate with new popular band Have DJ’s perform in store to create an exciting fun atmosphere Introduce stationary or home wear range
From the start, All Saints has collaborated with artists within the music industry such as U2, Stereophonics and Kings of Leon; giving the brand a name amongst popular bands. AllSaints usually has very limited advertising, and its first ever advertising campaign was in 2012 to promote their Autumn/Winter collection. WHAT’S THE IDEA? A marketing strategy plan for the UK is for AllSaints to create a marketing campaign that collaborates with the band ‘The 1975’. A successful English, indie rock band based in Manchester. Their album debuted at number 1 in the UK Albums Chart in September 2013. The band have toured internationally and played at the well-known Coachella festival in LA in May 2014. The product category that should be focused on for the campaign is AllSaints denim range – jackets, shirts and jeans. AllSaints should focus on this range for the campaign as The 1975 are normally seen wearing a lot of denim but also a lot of AllSaints clothing. AllSaints clothing really helps the band to highlight their rock and roll, indie look.
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WHAT WILL THE CAMPAIGN LOOK LIKE? AllSaints have recently launched ‘ London Sessions’, a series of videos that showcase a creative collaboration between artist and brand through music and visuals (AllSaints YouTube channel, 2014) (11) which are then featured on both their website and YouTube channel. As these videos have been so successful with over 1,700,000 views, for the campaign The 1975 could record a London Sessions video of their latest single ‘Robbers’ wearing AllSaints clothing. In terms of promotion, AllSaints should use online promotion, internet advertising, social media and email. Something they are already very successful at doing. The marketing video of the band will appear on the front page of their website, featuring their London Sessions video and several other video clips and photographs of the band advertising the new AllSaints denim range. The 1975’s image directly aligns with AllSaints, who they are as a brand and what they believe in. They are a current, popular British band who have a large fan base who aspire to look and dress like them. Having the band promote AllSaints clothing in their videos, will massively increase brand awareness and really strengthen their position within the UK due to an increase in popularity.
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USA Marketing Strategy Plan As AllSaints already have several stores across the USA, I am going to come up with a marketing plan that will help optimise success in the US rather than create a market entry strategy plan.
WHAT’S THE IDEA? AllSaints could create a travelling pop up store that for 4 weeks throughout the summer, would travel the Route 66 and finish in LA. The pop up store itself would be a shipping container, which would be easily transported and means AllSaints won’t have to spend huge amounts of money on renting a store. The container also reflects the grungy, rock and roll element of the brand so there would be no need to spend lots of money on décor and fixing it up as the atmosphere of the container will reflect that of the brand.
In different states along the way, the store could feature at festivals, and invite popular US bands and DJ’s to play at the pop up events in different states along the way. This will help attract a wider consumer base to the pop up store if they knew well-known bands would be attending. AllSaints social media will play a huge part of this, as consumers will be able to follow the tour and be kept up to date with events. AllSaints could encourage customers to post pictures and status’s on social media about the pop up events using ‘#AllSaintsonTour’. This will help create a real buzz around the brand.
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T h e 8 P ’s O f M a r k e t i n g Product
Price
For the pop up store tour – Menswear, Womenswear, Accessories and Footwear from latest S/S collection.
Prices will remain the same as in stores. However, special offers and promo codes could be available. Offers and codes could be won through social media competitions. For example, the first 300 people to tweet or Instagram about the tour using the hashtag ‘#AllSaintsontour’ will receive 15% off.
Place The Route 66 is a great route for AllSaints to take as it’s a part of the US where it only has a store in LA. This would be a great opportunity to increase brand awareness in the states where AllSaints currently don’t have any stores. The cities that create the most buzz and have the greatest success from the pop up store will give AllSaints a good idea of where it should open its next store.
Process To create a happy shopping environment with sales assistance helping and giving top customer service to ensure AllSaints receives a positive reputation.
Physical Environment The appearance of the container will reflect that of the brand. (See mood board on following page)
People Staff working at the pop up stores will be young, trendy, well trained with excellent customer service. They will be dressed in the AllSaints S/S collection that will be on sale and their outfits should give inspiration to customers. Promotion
AllSaints should focus on promoting the pop up store tour online. Through their website, social media platforms and direct email to customers. AllSaints could consider using outdoor advertisement such as Billboards in cities such as New York and LA, as they are a huge form or advertisement in the US.
Productivity and Quality Long lasting, durable, high quality products.
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PO P U P STO RE I D E A VI SU AL S 30
This recommendation for AllSaints has a lot of potential to create a real buzz around the brand across the US. Ultimately this plan will help them reach their objective of wanting to open another 30 stores in the next 2 years, as the Route 66 covers many states where currently AllSaints don’t operate. The pop up store hype will therefore increase brand awareness in these places so when AllSaints eventually launch more stores, consumers will remember the brand. This is very important within the US, as its been noticed that American consumers are more much skeptical and hesitant about new brands.
This report has been a journey of where AllSaints are now, where they wants to be, and how they will get there. In order to determine future and continue success in both the US and the UK, AllSaints should focus on the marketing strategies suggested. This will give AllSaints the opportunity they need to achieve their objectives and continue to grow as a brand.
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B i b l i o g r a p hy Books
JACKSON, T and SHAW,D. 2008. Mastering Fashion Marketing. Palgrave Macmillan.
POSNER, H 2011. Marketing Fashion.
Articles
EBRAHIMI,H. 2013. Telegraph: Fashion rival for AllSaints. Accessed 24th May 2014.
FINCH,J. 2010. The Guardian: AllSaints go marching in – UK label takes Gothic success story to NYC . Accessed: 21st May 2014.
KARMALI, S. 2013. Vogue: AllSaints on screen. Accessed: 24th May 2014.
SMITH,E. 2014. Telegraph: UK internet fashion industry can lead world. Accessed: 24th May 2014. THE BUSINESS OF FASHION, 2013. EBRAHIMI,H. 2013. British Retailers ASOS, Boden and Topshop tap US market for growth. Accessed: 22nd May 2014.
Reports
BRITISH FASHION COUNCIL, 2010. Value of Fashion Report. Accessed: 24th May
EUROMONITOR INTERNATIONAL, 2013. Apparel in the US. Accessed 25th May
WE CONNECT FASHION , 2014. USA Apparel Market Research Report. Accessed 25th May
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ADITIONAL SOURCES Interviews
AllSaints Employee at New York Store, January 2014. NEEDHAM, K.
COLBURN COMMUNICATONS, New York, January 2014.
Websites
BLOGSPOT,2012. Characteristics of AllSaints.com . Available at: http:// allsaintsbyhillaryrhue.blogspot.co.uk/2012/11/characteristics-of-allsaintscom_12.html Accessed: 18th May 2014
KNOJI, 2007. What are the 8 P’s of marketing? Available at: http://marketing-and-branding.knoji.com/what-arethe-8-ps-of-marketing/ Accessed: 28th May 2014
STYLELOGUE, 2011. AllSaints Brand Profile. Available at: http://www.stylelogue.co.uk/fashion/all-saints-brandprofile/ Accessed: 18th May 2014
STATISTIC BRAIN, 2013. Fashion Industry Statistics. Available at: http://www.statisticbrain.com/fashion-industrystatistics/ Accessed: 24th May 2014.
WIKIPIDEA, 2014. AllSaints. Available at: http://en.wikipedia.org/wiki/AllSaints Accessed: 18th May. 2014
WORDPRESS, 2012. AllSaints or Allsinners? Available at: http://emmydelamode.wordpress.com/2011/08/04/allsaints-or-all-sinners/ Accessed: 20th May 2014.
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Re f e r e n c e s (1) THE EURO MONITOR INTERNATIONAL. 2012. 10 Global Macro Trends for the next five years. Available at: http://blog.euromonitor.com/2012/11/10-global-macro-trends-for-the-next-five-years.html Accessed: 20th May 2014
(2) & (4) STYLELOGUE, 2011. AllSaints Brand Profile.
Available at: http://www.stylelogue.co.uk/fashion/all-saints-
brand-profile/ Accessed: 18th May 2014
(3) FINCH,J. 2010. The Guardian: AllSaints go marching in – UK label takes Gothic success story to NYC . Accessed: 21st May 2014.
(5) THE LIBRARY, 2013. Market Segmentation. Available at: https://www.marketingsociety.com/the-library/marketsegmentation Accessed: 28th May 2014.
(6) WE CONNECT FASHION , 2014. USA Apparel
Market Research Report. Available at: http://
weconnectfashion.com/fido/getpublication.fcn? &type=research&SearchString=usa+apparel+market&id=737870ST0000927&start=1&tr=1 Accessed 25th May
(8) MINTEL, 2013. Clothing Retail—UK. Available at: http://store.mintel.com/clothing-retailing-uk-october-2013? cookie_test=true Accessed: 26th May 2014.
(9) & (10) TELEGRAPH, 2014. Fashion Industry worth £26 billion to UK economy. Available at: http:// fashion.telegraph.co.uk/news-features/TMG10638284/London-Fashion-Week-Fashion-industry-worth-26-billion-to-UKeconomy.html Accessed: 25th May 2014.
(11) YOUTUBE, 2014. AllSaints channel. Available at: https://www.youtube.com/watch? v=MTDHwxsuFXM&list=PLTIv3SXvG-93Wxvr5tJoW8CgppBoVW3Mw&index=2 Accessed: 25th May 2014 34
Images BLOGSPOT, 2012. Female model wearing maxi dress. Available at: http://www.pinterest.com/pin/291608144594510100/ Accessed: 1st May
BLOGSPOT, 2013. The 1975 band collage. Available at: http://2.bp.blogspot.com/-89rJJYJTO6A/Umw3S36kXWI/ AAAAAAAAAFc/8v1TDchO6c8/s1600/1975+BLOG.p Accessed: 1st June 2014 ALLSAINTS, 2013. Berlin– AllSaints logo on brick wall. Available at: http://www.pinterest.com/pin/281967626643165370/ Accessed: 29th May 2014 ALLSAINTS, 2013. Zoomed in detailed leather jacket. Available at: http://www.pinterest.com/pin/291608144595611624/ Accessed: 29th May 2014 ALLSAINTS, 2013. Zoomed in detailed fur collard leather jacket. Available at: http://www.pinterest.com/pin/281967626642273831/ Accessed: 29th May 2014 ALLSAINTS, 2013. Zoomed in detailed sleeve of leather jacket. Available at: http://www.pinterest.com/pin/281967626642273836/ Accessed: 29th May 2014
APETOGENTLEMAN, 2012. Male AllSaints model sat in chair. Available at: http://www.apetogentleman.com/wp-content/ uploads/2010/09/All-Saints-Main1.jpg Accessed: 1st June 2014 ARMFIELD, R. 2013. B&W female model. Available at: http://www.pinterest.com/pin/291608144594510107/ 2014
Accessed: 1st May
ASOS. Denim Jacket. Available at: http://images.asos-media.com/inv/media/8/9/4/5/1425498/image3xl.jpg Accessed: 1st June 2014 RV-TRIPS, Route 66 map. Available at: http://www.rv-trips.com/rv-trips/route-66/rv-trip-route-66 Accessed: 1st June 2014 WORDPRESS, 2013. Band playing. Available at: http://fancysexyme.files.wordpress.com/2011/05/all-saints-fench-soler.jpg
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App.1
Appendix
App.3
App.2
App.4
App.5
App.6
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App.8
App.7
App.9
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S u r vey E x a m p l e
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I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project.
Signed……………………………………
Date……………..
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