WranglerxMISBHV by olgapetrusewicz

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M I S B H V

table of contents

mission statement

wrangler analysis

misbhv analysis

competitive analysis

marketing mix

customer profile

promotion strategy

tag & packaging

36 conclusion 38 APPENDIX

Wrangler and MISBHV both are inspired by youth culture: first taste of freedom, rebellion and the idea of finding yourself. Coming up with innovative solutions and designs, they revolutionised the market gaining wide audience of enthusiasts. They create comfortable clothes, which still let customer to be fashionable and original. To emphasize brand’s strong attachment to youth and freedom, for their 70th birthday, Wrangler launches a collaboration with MISBHV, proving that, despite the passage of time, Wrangler still has soul of a teenager. WranglerxMISBHV is a next Wrangler’s collaboration celebrating their long existence on the market. This time, they are looking back in time, feeling as rebellious and invincible as they did all those years ago in the new collaborative collection. The line is created within womenswear to stress how the age is still restrictive for women. WranglerxMISBHV is a remainder that

your youth is timeless.

Both brands attract consumers from different age groups, what is crucial for this collaboration. In case of MISBHV older clients will be attracted to discover the brand, as Wrangler is a big, widely known and appreciated company; for Wrangler, collaborating with high-end ‘cool’ label will refresh their image and increase the interest of younger clients in their products, what will be followed by boost in sales for both companies.

BRAND DESCRIPTION Wrangler is one of the leading American brands specializing in manufacture of denim. Starting with proposing changes to the known jeans, the brand became popular for its good-quality products which were always answering the needs of the customers. Functionality and constant modernisation of the designs results in large number of customers who appreciate Wrangler for its simplicity, fit and classic look and hence, why the label is still being internationally valued and recognized after 70 years being on the market. Wrangler’s image is strongly rooted in youth culture representing freedom of American teenagers, who have fun and want to express their individuality. Its image is connected to summer, road trips and recklessness. Despite being in The ‘Big Three’ US jeans retailer, it is significantly less popular among youth and is outpaced by its biggest competitors – Levi’s and Lee. Over the last years brand’s popularity dropped among young customers attracting mainly people over 50 years old and is least liked by the millennials. The percentage of customers who consider to purchase apparel from the brand dropped from 25% to 21% in 2014.

S ▪▪Strong brand’s DNA, well known on the international market ▪▪Good reputation, known for good quality products ▪▪Big variety of products (T-shirts, blouses, jackets, skirts, trousers etc.) ▪▪ Jeans by fit

▪▪Expensive main product ▪▪Big competition among denim brands (two main Levi’s and Lee) ▪▪Low level of innovation within brand’s product range ▪▪Does not target all of the age groups

▪▪Good online presence, appealing website and social media ▪▪Discounts for Wrangler’s subscribers, encouragements for loyal customers ▪▪Partnerships and sponsorships with many organizations (among others Tough Enough to Wear Pink, ACTRA)me

a sustainable brand.

O ▪▪Sales growth due to denim coming back to Fashion

▪▪High street market producing similarly looking products sold by cheaper price

▪▪Introducing new products working in collaboration with other brands, becoming more innovative

▪▪Not being innovative and not following trends can result in descending interest of customers

▪▪Creating a children jeans line

▪▪Quickly changing trends

▪▪Developing their social media image and gaining popularity online. Decreasing popularity among younger age groups

▪▪Rising labour cost

P ▪▪Increasing number of laws concerning waste recycling mainly in European Union

▪▪Increasing population wealth; enhancing sales of better quality products

▪▪Laws regulating advertising (e.g.. In UK)

▪▪Investing in new technologies, which are supposed to decrease the company’s environmental impact

▪▪Trump as the US president

▪▪Changing currency rates ▪▪Increasing inflation rate during last three years in US and Europe ▪▪Global economic growth forecasted to increase ▪▪Market for denim jeans forecasted to reach US$79,2 billion by 2022

▪▪Smallest population growth in the US – aging society, decreasing Crude Birth Rate in Europe

▪▪Possible online shopping allows purchasing jeans from every part of the world

▪▪Constantly increasing Asia population – the quickest developing market

▪▪Using wide variety of online platforms to reach customers

▪▪Changed perceptions on the formal wear, accepting jeans as business casual attire

▪▪ Presenting their policies, history and sustainability strategies on the web page (increased transparency of the brand)

▪▪Brand’s attempts to sustainably produce their denim items and fairly treat their employees and workers

▪▪Possibility to control the market and analyse customers’ needs and preferences

▪▪Bigger attraction to fast fashion among youth

BRAND POSITIONING MAP PRESTIGE PRICE

OFF-WHITE

MISBHV

MASS MARKET

EXCLUSIVITY

AFFORDABILITY

BRAND ANALYSIS PYRAMID

FITTED, OLDSCHOOL JEANS. A S S O C I AT E D WITH SUMMER, AMERICAN ROAD TRIPS, YOUTH, F R E E D O M A N D C O M F O RT

H I G H - Q U A L I T Y, L O N G LASTING ITEMS WHICH CAN B E W O R N I N E V E RY S E A S O N H AV I N G T H E S M A L L E S T I M PA C T O N T H E E N V I R N O N M E N T A N D FA I R T R E AT M E N T O F A L L W O O R K E R S W I T H I N T H E S U P P LY- C H A I N

I N T R O D U C I N G D I F F E R E N T J E A N S D E S I G N TO IMPROVE THEIR FUNCTIONABILITY

P R O D U C I N G I N N O VAT I V E D E S I G N S O F D E N I M P R O D U C T S S U I TA B L E F O R C O W B O Y S

BRAND DESCRIPTION

M I S B H V

MISBHV is a young Polish brand which season on season gains more customers and enthusiasts. Starting from creating graphic T-shirts, now MISBHV is among most famous and appreciated street-wear labels know internationally. Rihanna, A$ap Rocky or Bella Hadid have been seen wearing brandâ&#x20AC;&#x2122;s designs and the label had its debut on the New York Fashion Week this fall. MISBHV brings new, fresh take on street-wear and designs fierce and unconventional pieces inspired by music culture. Coming from post-soviet country, it has attracted the western world by its raw and brutal aesthetics. The designs are inspired by Poland behind the Iron Curtain, showing grey reality of The East and fantasies about The West. MISBHV represents youth, rebellion, ambitions and dreams of teenagers in post-soviet Poland. It combines feel of Easter Europe disco clubs and cold, bleak streets of Warsaw full of cigarette smoke. What differs MISBHV from other eastern European brands is the strong focus on women. It delivers the street-style in fashionable and very feminine form. MISBHVâ&#x20AC;&#x2122;s girl is strong, rebellious and intriguing. The young brand is fiercely making its mark in the Fashion Industry. Besides great collections, MISBHV has great communicational approach and many successful campaigns. It has a strong DNA incorporated with its designs and online image.

STREETWEAR IS BY DEFINITION INDEPENDENT AND ROOTED IN REAL EMOTION. L U X U RY I S O F T E N DESCRIBED BY THE IMPECCABLE C R A F T S M A N S H I P. W E W O U L D L I K E TO T H I N K O F O U R S E LV E S A S A B R A N D T H AT C A N I N T H E F U T U R E M A R RY BOTH DEFINITIONS. Natalia Maczek

S ▪▪New vision of street-wear, different from other brands

▪▪Less popular then western street-wear brands (Supreme, Off-white etc.)

▪▪One of the first street-wear brands focusing on women

▪▪Big competition, many high-end streetwear brands appearing on the market

▪▪Fast developing season

▪▪Very high prices for a company aiming to have biggest popularity among youth

brand

season

▪▪Great marketing approach and reaching desired age groups using social media ▪▪Keeping their individual aesthetics and vision behind the label

▪▪Small variety of customers ▪▪Lack of higher education degree and expertise within Fashion design or fashion marketing

▪▪Many unisex pieces in collections ▪▪Brand from Eastern Europe inspired by their culture, interesting for the western customers ▪▪Visually appealing, strong campaigns

▪▪Development outside European market (Asia, US) ▪▪Gaining more customers by using brand’s unique vision on the social media ▪▪Expanding men and unisex line within MISBHV ▪▪Collaborating with other brands and designers, as the brand has strong image and identity ▪▪Expanding MISBHV

accessories

line

within

▪▪A lot of new, creative street-wear brands emerging on the market, which may attract MISBHV’s customers - competition ▪▪Potential loss of customers due to high pricing of the products; reaching for cheaper products in lower end ▪▪Commercialising brand, leading to designing similar fashion pieces to other brands for wider group of customers ▪▪Limitations in exporting/importing goods due to the economy or law

P ▪▪Being a part of EU allows easier export and import of goods among member countries ▪▪Increased terrorist attack risk impeding exports and imports due to intensified inspections in the Schengen zone ▪▪Improvement of conditions responsible for the development of small businesses and increase in EU funding in Poland ▪▪No upcoming changes in government coming in the near future in Poland

E ▪▪Low inflation rate in Poland ▪▪Temporary increase of inflation rate in Europe ▪▪Forecasted increase in a global economic growth ▪▪Changing exchange rates (operating in different currencies on the market). The fabrics and materials are being imported from around Europe, many final products are being exported to different continents: Asia, USA. ▪▪Importing textiles from Europe ; no trade quotas. ▪▪Clothes manufactured solely in Poland; relatively cheap manufacture

S ▪▪Increasing interest in Eastern European design and history in Fashion Industry . ▪▪Good treatment of workers in the company ▪▪Constantly changing trends in Fashion, big demand for new ideas and designs for each season ▪▪Market mainly directed to youth, one of the main and most influential parts of all the consumers .

T ▪▪Good opportunities in terms of globbaly communicating the brand and its products ▪▪Possibility to focus mainly on online sales ▪▪Using wide range of social media platforms to reach big number of consumers. ▪▪Possibility to control the market and its changes; keeping track of page subscribers, followers, e-mail readers ▪▪Possibility to promote new collections and events online

▪▪Low Crude Birth Rate in Europe – aging society ▪▪Constantly increasing Asia’s population – the quickest developing market

S ▪▪Internationally known and valued brand with long history and strong DNA ▪▪Focused on their main product – denim items ▪▪Innovative brand: big variety of collections within Levi’s (customized items, sports collections)

W ▪▪Expensive products ▪▪Very few sales and promotions even for loyal customers ▪▪Big competition on the market ▪▪Limited possibilities in product development (basing mostly on the denim items)

▪▪Collaborations with many high-end streetwear brands (Vetements, Supreme, OffWhite) ▪▪Plus size and kids range ▪▪Successful marketing and communication using social media (many followers and regular posts) ▪▪Introducing actions, which aim to make the brand more sustainable

O ▪▪Investing in loyal customers; introducing more discounts and deals for regular shoppers ▪▪Development of the Levi’s Vintage range ▪▪Consumers are more focused on the environmental impact; hence brand should keep investing in the sustainable denim production ▪▪Collaboration with more luxurious brands to attract older age groups

T ▪▪Possible decreasing popularity of denim in the latest trends ▪▪Cheaper imitations of brand’s products appearing in low-end market ▪▪Denim production has huge impact on the environment; potential loss of consumers ▪▪Quickly changing trends ▪▪Rising labour costs

MAIN WRANGLER'S COMPETITOR

For Wrangler, Levi’s is its biggest competitor. It is currently the most popular denim brand among the ‘Big Three’ US denim manufacturers. The brand started by making denim items for American workers, but they have quickly became garments worn everyday. Levi’s is focused on delivering a fine product in which their customer creates memories and live in. Even though, Levi’s has been the longest on the market, it still attracts a great number of young customers. There is a big vintage market for their products, which are usually highly priced, even though they have been previously used. Levi’s has a very strong social media profile and focuses greatly on communicating with millennials. It has 2.8 million followers on Instagram and over 25 million on Facebook. This makes Levi’s Wrangler’s main competitor as it successfully covers bigger spectre of customers - both young and older women and men. Levi’s has launched few collaborations with top street-style brands such as: Off-White or Vetements, what makes their denim products desirable and appreciates among younger customers.

MAIN MISBHV'S COMPETITOR

OFF-WHITE The fashion label established by fashion designer, art director and DJ Virgil Abloh. Off-White delivers street-wear in elegant and luxurious way featuring collections for both men and women. The focus of the brand is placed on delivering the best quality products in terms of fabric and fit. It has strong brands DNA and is easily recognizable by its characteristic sign - black and white stripes combined often with yellow. During last year their â&#x20AC;&#x153;industrial beltâ&#x20AC;? became significantly popular among sizable audience. Simple yellow nylon belt with black hinged cinch fastening with Off-White logo engraved on the whole length started being worn not only with trousers but also as strap for bags or completely independent detail. Off-White is developing extremely fast and since 2013 brand notes triple-digit growth year-on-year. What makes the brand stand out is the fact it does not create fashion for particular people, its idea and aim is to not be kept within the age boundaries and to modernise fashion by changing the perception that street-wear has to be cheap and appropriate for teenagers. What contributed to the massive success of OffWhite is the fact that Abloh is being a part of youth culture, which mainly inspires his work. By actively using social media and participating in events he can identify with his own customer.

S ▪▪Being one of the firsts brands merging ready to wear luxurious fashion with street-wear ▪▪Very quickly developing since 2013 (season on season … ▪▪Lines for men and women as well as furniture and fine art pieces

W ▪▪Many competitors in the industry ▪▪Products designed for a narrow group of customers (young people) ▪▪Prices of the products are too high for the brand’s targeted age group

▪▪Many collaborations and various projects with other brands of celebrities ▪▪Following latest fashion trends in the industry ▪▪Brand’s designer works in many areas in the industry, good knowledge of the market, trends, customers’ needs and preferences

O ▪▪Opening more stores ▪▪Engaging in new collaborations ▪▪Targeting other age groups (older and younger customers) ▪▪Lower priced range of products

▪▪Many new innovative brands designing street-style are emerging ▪▪Competitors may propose lower prices for similar items ▪▪Changes in trends

marketing mix

PRODUCT

PLACE

The collaboration product have to combine both: Wrangler’s simplicity and high-quality denim with fresh, edgy and rebellious touch of MISBHV. The final product should represent the idea behind the collaboration. The line should provide comfort but not compromise on femininity.

The collaboration will be accessible through online shops. Customers will be able to purchase collection on Wrangler’s website through a separate tab in which the whole collaboration will be explained and the items will be presented. Similarly the products will be featured on MISBHV website described as items from special collaborative line.

The collection will be kept in one main colour theme blue and white denim with red details. It will feature few pairs of trousers and jackets for women, as that is where MISBHV main focus lies. They will be appropriate as everyday wear but they could also be a part of the evening outfit. Packaging design will be creating a feel of luxury and personalization of purchased items as it is a more expensive collection than Wrangler’s main line.

The line will be released in few chosen Wrangler shops (max. 10) around the world. As MISBHV is considered as more exclusive brand the collaboration is going to be available in bigger stores, preferably in the capital cities. Small number of shops in which the collection will be sold will be corresponding to the exclusivity of the collaborative line.

PRICE

PROMOTION

WranglerxMISBHV is going to be more expensive than the main Wrangler’s line. As the items will be made of good-quality fabrics and materials the price will be set taking into consideration the particular piece’s manufacture circumstances.

Promotion campaign will be executed using both brands’ social media in order to reach a wide range of potential consumers. Photos will be regularly posted via Instagram and Facebook in order to advertise the products launch. The e-mails will be sent to sites’ subscribers showing collections editorials and encourage clients to buy products after the collection enters the online shop.

At the same time the price range will be lower than MISBHV items, what will result in big interest among Polish brand’s fans, who will be encouraged by lower pricing. Compared to competitors who has collaborated with a denim brand e.g. Levi’s with Off-White the products will be much more affordable.

The collaboration will be launched in April to crown the 70 years of Wrangler on the market and will be promoted until the end of June. Advertising the collaboration should begin in early February in order to reach as many potential clients as possible before the official collection enters the stores.

CUSTOMER PROFILE WHO The collaboration is meant to attract women aged between 24-35. As the price range is going to be higher than Wranglerâ&#x20AC;&#x2122;s main collections, it is going to be affordable for women who just finished their degrees and begin their careers as well as for younger professionals.

WHERE The targeted client lives in a bigger city with many job prospects and wide range of venues and cultural events happening (a city with population over 300,000).

Being born as a millennials the potential customers are very focused on their careers and feel pressured to achieve success. They are interested in exploring the world and are not afraid of showing their individualism.

The line is targeted mostly to women who has not started their family life yet and mostly focus on defining themselves, enjoying their freedom and trying to develop their careers - that is why the client lives in the central parts of the city, usually in rented or owned flat or apartment. She is aware of the cultural events happening in her neighbourhood.

As a Generation Y they use wide range of social media platforms and prefer online look-books and shopping.

During evenings the targeted client group prefer to meet in the local restaurants and bars or attend music events in the trendy clubs.

CHARACTER Targeted client is an independent woman, who wants to manifest her strength and empowerment by the clothes she wears. She either works in the creative industry what influences her personal style, or wants to distinguish herself by wearing more edgy outfits in the corporate environment. She is stylish but practical at the same time, she does not feel comfortable wearing very bold outfits but likes to feel original, what she achieves by mixing colours and playing with details. Potential client feels comfortable wearing oversized and big pieces but she always emphasizes her femininity and choose pieces which complement her. Despite her mature age she still loves to express her inner youth and individuality by her style, music preferences and venues she attends.

INTERESTS WranglerxMISBHV customer is a girl who likes to leave the house and explore the possibilities that a city gives her. She is particularly interested in music and film and those influence her style. She attends various music and film events as well as interesting exhibitions in local areas. She also participates in music festivals such as MELT, OFF Festival. She is a big fan of clubs playing electronic music or gigs of less popular artists. Apart from that she also is keen on films, enjoying independent cinema as well as classic movies. She is well educated and familiar with culture and literature. She visits local galleries and is familiar with the art scene in her local community.

VISUAL characterization

PROMOTION & COMMUNICATION STRATEGY

PRE-LAUNCH The promotion campaign will begin a few months before the official launch of the collaboration. As it is going to target mostly millennials, main channels of communicating with potential customers will be social media, with great focus on Instagram. Posts will be released regularly revealing so called “sneak peaks” of the collaborative collection and mentioning the date of the official launch of the clothes to the stores. These actions aim to keep consumers interested in the collection and build their desire to purchase the line. Apart from activity on social media, e-mails to the subscribers of brands’ online shops will be sent showing visuals concerning the collection and dates of its emergence at the stores. The interest and activity of the followers and subscribers will be analysed in order to achieve the image of a group who is mostly interested in the collection.

LAUNCH The official launch will be clearly advertised on social media. The full campaign editorial pictures and look-book will be available online and links will be posted via brandsâ&#x20AC;&#x2122; Instagram and Facebook profiles. Subscribers will be informed via e-mail that the collection is available for purchase at online shops. Followers will be regularly informed and reminded about the collection for two to three months, with gradually decreasing frequency. By the third month the discounts on the items will be promoted to prepare for final clearance of the collaborative collection.

POST LAUNCH After three months the clearance of the collection will be started, there will be big discounts on the collaboration items. During the post-launch period the crucial thing will be to analyse the overall success of the marketing campaign - number of new followers, most popular posts with biggest number of likes and comments, visits on the official website which happened via links placed on social media. Having that data will allow the companies to determine their strengths during the campaign and how can they improve future launches.

SOCIAL MEDIA CAMPAIGN In terms of social media campaign, the photos will be revealed around 2 months before the official launch of the line. Profiles will be updated regularly revealing more of the collaboration editorials and styled items. The overall vibe of the campaign is supposed to take the older customers to their youth. The collection is all about bringing back the original essence of Wrangler back - focusing on teenage dreams, rebellion and freedom. Both brands have quite different image on social media and it is important that the campaign will be appropriate for both of them. The images have to be coherent with MISBHV vibrant, raw and youthful aesthetics and more settle and commercialized Wranglerâ&#x20AC;&#x2122;s profile. Taking some of the pictures on the polaroids will be appropriate for this collaboration and link with Wranglerâ&#x20AC;&#x2122;s 70th birthday. It is a good way to give the campaign a bit unpolished, natural feel. It is also a direct metaphor of looking into the old photos and reliving your youth, which is what this collaboration is ultimately about.

WEB-PAGE DESIGN

MISBHV main page will be featuring the picture from the collaboration and after clicking into the tab “collection” there will be pictures from the editorial photo-shoot. The items will be available in the online store on the official web-page along with MISBHV’s main line.

Collaboration will be featured on Wranglerâ&#x20AC;&#x2122;s main website. After clicking a smaller tab, the potential customer will be taken to the WranglerxMISBHV page where the description of the Polish brand will be placed and few shots published. The line will be available for purchase through Wranglerâ&#x20AC;&#x2122;s official web-page in the different page section than their main collection.

TAG & PACKAGING

Label design is going to be clean and minimal. It will include a collaboration logo at the bottom, which dominates the whole tag. It will be white made out of thick, shiny paper. A short description note will be put at the top of the tag mentioning the origin of the collaborating brands and briefly the message behind the collaboration - 70th anniversary of Wrangler. The tag will be attached to each garment by thin, black, braided cord to keep the clean and simple design of the overall tag-line.

Clothes will be send in the carton boxes wrapped in the thin white paper. In each box there will be a letter to the customer describing the collaboration idea and a short message behind the collection. The packaging design is supposed to be more personal than main linesâ&#x20AC;&#x2122; packaging. The note to the customer creates the feeling of personalized items and feel more luxurious. The description of the line is a vital part of the collaborative collection as it serves a purpose and has a meaning behind the designs.

conclusion

This collaboration is taking Wrangler to its original brandâ&#x20AC;&#x2122;s DNA. As the label mainly attracts older clients now, working with MISBHV will raise interest in the brand among younger customers. The collaboration will also expose the young Polish brand to the larger audience worldwide and allow them to gain potential clients from diverse age groups. WranglerxMISBHV is created to celebrate American denim brandâ&#x20AC;&#x2122;s 70th anniversary but at the same time it raises an important issue of how restrictive and limiting the age is for women. Hence, why the collaboration is executed only within womenswear range. As the last project for Wranglerâ&#x20AC;&#x2122;s 70 years, its message will be louder and have bigger impact on the market and customers. Executing the promotion campaign using mainly social media not only means reaching wide range of consumers, but also spending less amount of funds on the advertising. Targeting millennials as main consumer it is the most effective way of spreading news about the collection.

APPENDIX STYLE GUIDE PRIMARY COLOURS

BLACK CMYK: 0/0/0/0

SECONDARY COLOUR

RED CMYK: 16/87/82/5

WHITE [PAPER] CMYK: 0/0/0/100

TERITARY COLOUR

YELLOW CMYK: 13/16/78/1

TYPOGRAPHY

aa bb cc Aa bb cc

Aa Bb Cc Aa Bb Cc Aa Bb Cc Aa Bb Cc Aa Bb Cc Aa Bb Cc

Headings: Bebas Regular Size: 30

Sub-Headings: Arial Regular Size: 14 Tracking: 100 Vertical Scale: 107% Horizontal Scale: 106%

Main Text: Arial Regular Size: 12

Secondary Font: Letter Gothic Std Size: 12

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Ross, A. (2017). Polish inflation stronger than expected. [online] Ft.com. Available at: https://www.ft.com/ content/8cd6c0c1-b8df-3c87-8ecc-771440b88ed9 [Accessed 30 Sep. 2017]. Sajonas, F. (2017). MISBHV’s 2017 Fall/Winter “EUphoria” Menswear Collection Goes ‘90s Eastern Europe. [online] HYPEBEAST. Available at: https://hypebeast.com/2017/2/misbhvs-2017-fall-winter-euphoriamenswear-collection-goes-90s-eastern-europe [Accessed 10 Oct. 2017]. Staenstein, L. (2017). Why Eastern European Fashion Won’t Be Going Anywhere in 2017. [online] Vogue. Available at: https://www.vogue.com/article/eastern-european-fashion-will-rule-2017 [Accessed 3 Oct. 2017]. Strategyr.com. (2017). Denim Jeans Market Trends. [online] Available at: http://www.strategyr.com/ MarketResearch/Denim_Jeans_Market_Trends.asp [Accessed 6 Oct. 2017]. Thorpe, L. (2011). Levi Strauss & Co - the Levi style with a lot less water. [online] the Guardian. Available at: https://www.theguardian.com/sustainable-business/levi-rethinking-traditional-process-water [Accessed 3 Oct. 2017]. US Inflation Calculator. (2017). Current US Inflation Rates: 2006-2017. [online] Available at: http://www. usinflationcalculator.com/inflation/current-inflation-rates/ [Accessed 5 Oct. 2017]. Walker, A. (2017). Financial stability improving, says IMF. [online] BBC News. Available at: http://www.bbc. co.uk/news/business-39629004 [Accessed 10 Oct. 2017]. WGSN Insider. (2015). The denim industry needs to make this big change now. [online] Available at: https:// www.wgsn.com/blogs/the-denim-industry-needs-to-make-this-big-change-now/# [Accessed 3 Oct. 2017]. Wrangler.co.uk. (2017). About Us. [online] Available at: https://www.wrangler.co.uk/uk-en/company/about-us/ [Accessed 2 Oct. 2017]. Zach Baron, R. (2017). The Life of Virgil Abloh, Street-Style Godhead. [online] GQ. Available at: https://www. gq.com/story/virgil-abloh-profile [Accessed 12 Oct. 2017].

LIST OF FIGURES

IN THE ORDER OF APPERANCE Wrangler. Happy Birthday: 70 Years of Wrangler. 2017. [online image]. Available from: http://happybirthday. wrangler.co.uk/en-us/lookbook [Accessed 30.09.2017] Shadrinky Y. MISBHV ‘’6 Years In The Rave’’ Backstage. 2017. [online image]. https://id-images.vice.com/images/articles/meta/2017/02/14/6-years-in-the-rave-1487086877. jpg?crop=1xw:0.8439609902475619xh;center,center&resize=1440:* [Accessed 01.10.2017] Levi’s. Live in Your Levi’s, 2015, Advertisment. 2015. [online image]. Available from: http://www.lebook. com/sites/default/files/styles/showcase_image_large/public/levis_fall15_print_layouts-5.jpg?itok=eYRYaNI9 [Accessed 01.10.2017] Off-White, Pre Fall 2016 lookbook. 2016. [online image]. Available from: https://assets.vogue.com/ photos/56a15dafd2f88c0c56e2e4a3/master/pass/off-white-pre-fall-2016-lookbook-02.jpg [Accessed 02.10.2017] MISBHV, Spring/Summer 2016. 2016 [online image]. Available from: http://vslmag.com/wp-content/ uploads/2016/03/4-1000x520.jpg [Accessed 02.10.2017] Selfridge K. A$ap Rocky x GUESS Polaroid Campaign. 2016. [online image]. Available from: https://i-d.vice. com/en_uk/article/3kbvnj/check-out-exclusive-images-of-aap-rockys-collection-for-guess-originals [Accessed 20.10.2017]. Amended by: Petrusewicz O. Lagoon Collective. Waiting for the Sun Wrangler. 2017. [online image]. Available from: https://ta-wrangler. s3.amazonaws.com/media/images/blog/Autumn%2017%20launch/Wrangler_Finals_LR_23.jpg [Accessed 10.10.2017] Hodor-Lee A. Inside Jemima Kirke’s Studio. 2017. [online image] Available from: https://media.wmagazine. com/photos/5914a5e32006e2187de46f34/2:1/w_1600/ahl_8549.png [Accessed 05.10.2017] Style du Monde. Street Style Alexa Chung. 2017. [online image]. Available from: http://www.styledumonde. com/wp-content/uploads/2016/09/Alexa-Chung-by-STYLEDUMONDE-Street-Style-FashionPhotography0E2A6929-700x1050@2x.jpg [Accessed 05.10.2017] Mazurek M. Instagram Picture. 2017. [online image]. Available from: https://www.instagram.com/p/ BVVJWgyD8De/?taken-by=mazaczek [Accessed 05.10.2017] Verhulst W. How to Drink Coffee Like a Local in Paris. 2017. [online image] Available from: https://cdn. theculturetrip.com/wp-content/uploads/2016/10/two-men-drinking-coffee-in-a-paris-caf-with-graffiti-outside-thewindow--willy-verhulst.jpg [Accessed 05.10.2017] Sztuka Wyboru. Sztuka Wyboru Design. [online image]. Available from: http://sztukawyboru.eu/ksiazka/ [Accessed 05.10.2017] Melt Festival. Melt Festival Set Up. 2017. [online image]. Available from: https://www.warsteiner-gruppe.de/wpcontent/uploads/2017/07/Melt2017_StephanFlad.jpg [Accessed 01.10.2017]

Love. Love Movie Poster. 2015 [online image]. Available rom: https://www.theyoungfolks.com/wp-content/ uploads/2015/11/LOVE-Still-9-Gaspar-No-1024x545.jpg [Accessed 05.10.2017] Adopt Films. Victoria Movie Poster. 2015. [online image]. Available from: http://cdn.collider.com/wp-content/ uploads/2015/10/victoria-poster-image-425x600.jpg [Accessed 05.10.2017] Xperience Poland, Cuda na Kiju. [online image]. Available from: https://www.xperiencepoland.com/wp-content/ uploads/2016/08/craftbeer7.jpg [Accessed 05.10.2017] The Movie Data Base, Pulp Fiction. 1994. [online image]. Available from: https://image.tmdb.org/t/p/original/ ljYxG86WlLkYmqDsVm4KRBGVzie.jpg [Accessed 05.10.2017] Niebo, Niebo Restaurant Warsaw. [online image]. Available from: http://haveabite.in/uploads/2016/10/mat. prasowe_wnetrze3-1024x681.jpg [Accessed 05.10.2017] MISBHV, Spring/Summer 2016. 2016 [online image]. Available from: http://vslmag.com/wp-content/ uploads/2016/03/13a-1000x520.jpg [Accessed 02.10.2017] Apple. iPhone 6 Front. [online image]. Available from: https://www.apple.com/shop/buy-iphone/iphone6s [Accessed 29.10.2017]. Amended by: Petrusewicz O. MISBHV. MISBHV Profile Screenshot. 2017. [online image]. Available from: https://www.instagram.com/ misbhv/ [Accessed 29.10.2017]. Amended by: Petrusewicz O. Wrangler. Wrangler Profile Screenshot. 2017. [online image]. Available from: https://www.instagram.com/ wrangler/ [Accessed 29.10.2017]. Amended by: Petrusewicz O. Apple. Macbook Pro Front. [online image] Available from: https://www.apple.com/uk/shop/buy-mac/macbookpro [Accessed 08.11.2017]. Amended by: Petrusewicz O. Bianchini A. Label Design Mock-Up. 2016. [online image] Available from: https://www.behance.net/ gallery/36389939/UNO [Accessed 11.11.2017]. Amended by: Petrusewicz O. Pol L. Free Photoshop Label Mock-Ups. 2015. [online image]. Available from: https://www.behance.net/ gallery/31163511/FREE-MOCKUPS [Accessed 11.11.2017]. Amended by: Petrusewicz O. Taciu R. Free Cardboard Box Mock-Up. 2016. [online image]. Available from: https://graphicburger.com/ cardboard-box-psd-mockup/ [Accessed 12.11.2017]. Amended by: Petrusewicz O. Turczynska G. MISBHV Winter 2015 ‘After Dark’ Campaign. 2015. [online image]. Available from: http:// pausemag.co.uk/wp-content/uploads/2015/10/misbhv-fall-winter-2015-after-dark-campaign-2-960x640.jpg [Accessed 15.11.2017]. Amended by: Petrusewicz O.

WranglerxMISBHV Collaboration Proposal Created by Olga Petrusewicz