(NOUN): Someone who works out, but definitely likes cake.
Olivia Fullman 201021863
CONTENTS
Introduction
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Millennial Mummy
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Betty’s Background
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Betty and Baby
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Trend Concept
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Mood
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Colour
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Yarns and Fabrics
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Customer Profile Day in the Life
Brand Profile
Mini Me Movement
In Touch
15 18
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Key Silhouettes
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Range Plan
68
The Sweaty Betty Experience
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Conclusion
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References
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Images
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Promotion Plan
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Introduction This trend report will cover the influence millennial mums are having in the fitness and wellness apparel industry, as well as introducing their children into the community. There is a rise of services built around this target consumer. These mums want to be able to continue with their daily routine whilst involving their children. Introducing their children to this industry ensures their children grow up with a positive mind and attitude to wellness and fitness. The following will provide a suggested range plan for this consumer, including this season’s popular colours, fabrics and silhouettes.
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Millennial Parenting A major influence in reintroducing the notion of childhood and child development is the next generation of mothers, millennial mums. They are educating their children and tackling parenthood very differently to the ‘Boomers’ who raised them. Millennial mums are focusing on wellbeing and passing this onto their children, many encouraging body positivity and female empowerment to prevent the sexualisation of children, increasing number of mental health issues and their children, especially daughters, from growing up too fast (Kostiak and Varga, 2017). They are teaching their children not to strive to perfection, but have a balanced lifestyle and realist expectations of themselves. Each year, over a million millennials are becoming new mums, bringing the total in the US to over 16 million. 60% of Millennial mums believe becoming a good parent is an important part of their lives, however unlike the generation before them, these mums prioritise personhood, including their own personal goals and self care. This has led to an increase in ‘Mumpreneurs’ as 67% of millennial mums continue their personal passion after having children. 94% see parenting as fitting their children into their lives without having to give up other aspects (Shin, 2017). Therefore, fitness without a doubt is starting to involve more children; not only because their mental state is helped by exercise but also so mothers don’t have to pick between going to the gym or looking after their kids.
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Customer Profile Emma Jones, 32, has been married to her husband for 6 years, they have a 5 year old daughter and a 2 year old son. They met whilst studying at University. They are a middle class family, with a high income, living in an expensive suburb of London. Emma works for a creative advertising agency, which takes an hour to commute to each morning, the dress code is smart/casual and the company offer wellbeing classes and seminars to eliminate stress from the workplace. Emma’s mum lives nearby and helps with the kids whilst both parents are at work. Emma is focused to keeping her young children healthy and active, she is currently teaching her daughter yoga, which they do together to wind down before bed each evening. The children are being brought up on a heavily plant-based diet, and all her food is organic, usually bought from her local whole foods. In addition, Emma attends an evening barre class twice a week with a group of close friends, who also all meet for brunch on a Sunday whilst their husbands look after the kids. She openly encourages her children to talk about their feelings and emotions, and specifically chose a top local school that include mindfulness and wellbeing classes into their curriculum, as she doesn't want her children to have the same experience she did at school, where over half the year were struggling with mental health. Emma loves Pinterest and Instagram, and uses it for inspiration whilst decorating her Scandinavian design home. Emma also uses social media to connect with other Millennial mums and bloggers, one of her favourite being Happy Grey Lucky. Emma updates her own blog on a daily basis, and is constantly photographing her children for Instagram posts. Another common topic on her blog, is travelling with young kids, as Emma and her husband were always keen jetsetters before having children, and continued this with their kids.
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Day in the Life Emma Jones
6:00am – Wakes up and showers whilst husband wakes the kids up, helps them get dressed for school with the outfits you put together last night before bed 6:45am – Sit kids down for breakfast, overnight oats pre-prepped, drink jasmine infused green tea and pack a health smoothie to drink on the way to work 7:30am – Hand over kids lunchbox, which includes dried fruit, carrot sticks and hummus, and gluten free pasta salad and gets them ready to leave the house 7:45am – Walks to school with kids and takes picture’s on her iPhone 8+ on the way for her evening blog post 9:10 – Arrives at work 11:00 – Goes to a wellness and mindfulness seminar at work aimed to increase productivity and decrease stress levels 12:30 – Eats a salmon poke bowl for lunch which was prepared the night before, checks her steps and water intake 3:00 – Tracks kids to make sure they are at their after-school creativity class 4:00 – Reminds mum to pick kids up and make sure they have their afternoon nap 5:00 – Makes way home, picks up some fresh groceries from local independent shop for dinner 6:15 – Makes and serves dinner whilst kids play, dinner is courgetti and grilled chicken, for dessert some natural yoghurt and cut out watermelon shapes, ensures kids talk about their day including high and low points, whilst husband helps clear up she preps the overnight breakfast oats and lunch for tomorrow. 7:30 – Yoga session with kids, wearing their new mini-me yoga outfits, more pictures for Instagram and blog 8:00 – Shower the kids and get them to bed 8:45 – Post new blog entry, talking about motherhood, kid’s new outfits and healthy dinner techniques, also uses this time to engage with other Insta-mums 10:30 – Relaxes with husband and reminds him to organise an activity with the kids on the weekend whilst she’s at barre class and has brunch with the girls 12:00 – Goes to bed
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Brand Profile Sweaty Betty, founded in 1998, by Tamara HillNorton, focuses on women’s wellness and fitness, ‘redefining the way women dress’ (Sweaty Betty, 2017). It was ‘one of the first companies to see and seize the opportunity in activewear’ (Kansara, 2014). The brand is made for women, by women. It aims to empower women through fitness, and is for ‘the woman who works out hard, but play harder’ (Sweaty Betty, 2018). Their five key values are (Sweaty Betty, 2018): q Well + Fit = Happy q It’s Personal q Rebellious Spirit q Bordering on Obsessive q Green Juice and Cocktails The brand encourages loyalty from their customers, they go to Sweaty Betty for all their needs, hence the obsessive value. They also have a way of life that promotes balance and wellbeing rather than dieting and body image. The stores also have their own fitness classes in their on-site studios and run classes throughout the day for their customers, this is a huge USP for the brand, offering free communitybased fitness classes for women. In addition, they offer wellness packages which include meditation, health and nutrition (Driscoll, 2014).
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The company celebrates it’s British roots, what makes the brand different to it’s competitors such as Lululemon is ‘the fact that we’re British and we use British designers and a max of European fabrics... We’re hoping these traits, our fabrics and being multi-category will really set us apart’ explained HillNorton (Kansara, 2014). Their latest summer 2018 collection even included the Union Jack print as one of their design accents. In terms of standing up against giant retailers now intruding on the activewear market, such as H&M and Primark, Hill-Norton said Sweaty Betty’s community-based marketing retains their consumer’s loyalty. Attention to detail on the products themselves also set Sweaty Betty apart from high street retailers who aren’t as knowledgeable on activewear (Kansara, 2014). Many celebrity millennial mums wear the brand too, such as Reese Witherspoon, Hilary Duff, Jessica Alba and many more. Other high profile customers include, the Duchess of Cambridge, princess Beatrice and Eugenie which appeal to the British customer. As well as this, fitness guru and avid Instagram influencer, Kayla Itsiness has often posted wearing the brand (Sweaty Betty, 2017). This not only appeals to Millennial mums seeing their fitness and social media influencers wearing the brand but the middle-class British mums are also enticed by the Royal Family, and will see it as a quality high-end brand.
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Betty & Baby
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Mini Me Movement Millennial mums are focusing on wellbeing, body positivity and female empowerment, instilling these values into their children from a young age. They are incorporating wellbeing and mental health care into their parenting routines too. Mum’s are blogging and connecting with each other online, unafraid to seek advice from fellow mums. Instagram is one of the fastest rising social media platform, and many of these mum bloggers are using it to reach a wide audience of other millennial parents. On the platform, they post pictures of their day-to-day life, and how to incorporate your kids into daily activities such as cooking, cleaning and working out. There have been an increase in family yoga studios, mummy and me classes, digital health and wellness toys and apps (WGSN, 2017). Due to this aesthetic display of family life, many mummy and me brands and clothing ranges are appearing on the high streets and on catwalks. Generation alphas are stealing a lot of the attention on social media, with mum-led self-styled Instagram accounts (Rechner, 2017). Millennial parents want their children to fit their own ‘personal aesthetic and values’ (WGSN, 2017). Brands are joining in the movement to encourage children to engage in fitness, health and wellbeing. ‘Exercise is essential for children’s mental and physical health’ (Goodfellow-ash, 2017). The childrenswear market is growing fast and becoming more on trend, mirroring styles of the adult fashions. Childrenswear sales out did those in men’s and women’s markets (WGSN, 2017) so there is definitely a gap in the market for Sweaty Betty to create a mini-me range.
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Trend Concept: In Touch In Touch is based on wellbeing and comfort, alongside technological innovation. ‘It juxtaposes the relaxed and tactile with the body-conscious and energising’ (Boddy and Tebbutt, 2018). In Touch sounds perfect for the millennial and active market, blending wellbeing and technology together. It’s ‘focusing on a kinder approach to wellness, rejecting extreme fitness goals in favour of a more tailored, hyper-personal approach’ (Boddy and Tebbutt, 2018), which is great for mothers and children. By 2019, millennial mums, known for being interconnected online and constantly checking their social media, will begin to allocate time in their lives to disengage and focus on themselves emotionally and physically, including sexuality, moods, and food (WGSN, 2017). These values will be passed down to their children, ensuring their upbringing isn’t as pressured on media and comparing to others. A lot of promotion of body-positive attitudes and attainable lifestyles (WGSN, 2017), rather than socially constructed perfection is already becoming popular, and by the time of this collection will be at the forefront of millennial mother’s mind sets. Mental wealth is a key term that In Touch emphasises, recognising mental health as inseparable from physical health. In addition, anti-wellness trends are emerging, where diets and lifestyles have more realistic standards (WGSN, 2017). Sweaty Betty has encouraged this from an early stage, sharing quotes such as ‘no pain, no champagne’ and ‘I want buns of steal, but I also want buns of cinnamon’ (Sweaty Betty, 2018).
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Mood
Colours These first 3 colour palettes are from the In Touch kid’s colour forecast, the following three are from the general active colour forecast. Kid’s colours are often easier to adapt to adult styles, than vice versa. The colours will mix energising and soothing colours, they will also introduce a sense of play with surreal tones (Thomas, 2017), which works alongside Sweaty Betty’s work hard, play harder ethos. The darker colours provide a clean base, with red-based shades creating tonal clashes. Greens are intense and refreshing, whilst the different tones of blue offer both relaxing and energising qualities (Thomas, 2017). Peach Pop, Glacier Mint, Sugared Coral Blue Chambray, Frosted Lavender, Sunny Yellow and Green Glow are the stand out colours to include within this mini me collection. The coral, pink, blue, yellow and green combination are reviving and fun.
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Colours These colours are, and those on the previous page are from the active colour forecast. Colours are inspired the body and influence performance and mood. Colours are energetic balanced with cooler healing tones. Summer pastels harmonise with neons, and a premium look is created with golds and blues (Varga and Kostiak, 2017). Many of the active colours are the same as the kids forecast, such as Sunny Yellow and Frosted Lavender. However the key colours to take from this forecast are Psychedelic Pink, Fuzzy Peach, Lime Soda and Blue Surf. It is important that customers without kids can also enjoy and purchase the range as standalone adult looks.
Yarns and Fabrics ‘Our all-female design team create beautiful styles that go from studio to street in the best technical fabrics. I think it's safe to say we're obsessed with fabrics, if we can't find them we make them’ (Sweaty Betty, 2017). Sweaty Betty focus on quality and from their previous statement you can tell they focus a lot on the fabrics they use, specialising in technical performance materials. In Touch offers a hyper-personalised and kinder approach to wellbeing, aiming to reconnect people with their bodies (Varga, 2017). Innovations that are necessary to include in this season’s collection is UV protection, breathability, Chroma-therapy and biointelligence. Performance fabrics are imbued with additional UV protection which would be very popular amongst mothers buying for their kids. Mesh is used to boost colour and bring an urban modern feel to the collection. Whereas bandage base layers mimic wrapping therapy, which inspires support and compression zones to reduce joint stiffness which many mums would be excited about, in addition there is anti-roll technology emerging which ensures waistbands stay in place which is great for both markets (Varga, 2017). Metallic sensual fabrics have a diffused shimmer which gives a luxurious finish and sense of movement, perfect for athleisurewear alongside ‘slounge luxe.’ This knitted jersey and fleece have a premium feel with Tencel, Cupro, and luxe blends such as cashmere and peachskin finishes. Stretch and breathability also feature in these comfy materials, perfect for in-between exercises. One of the most prominent textile innovations for this collection is Femme Tech, the fabrics target the needs of women, with the key being comfort for women from puberty to menopause, and Sweaty Betty could be at the forefront of this movement. The fabrics have added properties of absorbency, anti-odour and stain resistance. These attributes are key for confidence, and anti-microbial materials create a clean feeling. Support is given with compressions, whilst ‘wicking fibres and leak proof liners avoid embarrassing slips. Bamboo and merino wool blends allow natural performance’ (Harman and Varga, 2017).
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Within kids textiles, comforting and lightweight second skins are perfect for this collection. ‘For technical wovens, bright and semi-dull yarns are mixed and dyed to create tonally shifting effects, blended knits are liquid like, with inherent stretch and offer an ergonomic body-conscious look’ (WGSN, 2017). According to Piiti Filaati ‘sporty yarns [this season] come in bright primary hues, neons and white, in both supple fine gauge, compact synthetic and dimensional yarns. Spongy textures are a strong story for the season, with space-dye printed yarns and stuffed chainettes in cotton with polyamide casing used for a sheeny finish’ (Casey and Palmer, 2018). Ombre and tie dye are common themes through all the textiles reports for this season and will feature In this collection. Woolmark suggests using merino wool for activewear as it has excellent moisture management, efficient temperature regulation, effective odour control, comfort and shape retention, and easy care and stain resistance. The next-to-skin range ‘provides a high level of comfort, suitable for those seeking a sense of wellbeing in a broad range of leisure and sporting activities’ (Woolmark, 2018), perfect for the millennials and their kids. They are ideal for stretch-related activities as they allow the clothing to move with the body (Woolmark, 2018).
Key Silhouettes The key activewear silhouettes include those with femme tech built in and a mix between urban and luxe slounge pieces. This season introduces many hyper-feminine designs with confident silhouettes and extreme volume and fluidity that is light and cooling (Harman and Varga, 2017). For this collection, the slounge wear items and more classic work-out looks are best for minime, as urban looks can often be seen as too provocative for children, especially as the theme of this collection is keeping children young and innocent.
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Colour Palette
Fabric Palette
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Range Plan
Slounge Playsuit
Size: XXS – XL (Womenswear and Childrenswear) Colour: Blue Chambray, Fuzzy Peach, Peach Pop, Sugared Coral Fabric: Cashmere (Tencel, Curpol and luxe blends) Characteristics: Peach-skin finish, elastic waist and cutout back for breathability Care: Machine Washable, Air Dry Price: £155 (Adult) / £115 (Child)
Flare Leggings
Size: XXS – XL / Short, Regular, Long (Womenswear and Childrenswear) Colour: Metallic Blue Chambray and Sugared Coral Fabric: Cotton, Polyamide Care: Machine Washable, Air Dry Characteristics: Silky and fluid material Price: £95 (Adult) / £55 (Child)
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Femme Tech Leggings
Size: XXS – XL / Short, Regular, Long Womenswear Colour: Sunny Yellow, Mint Glacier, Sugared Coral, Lime Soda, Peach Pop, Forest Lavender, Psychedelic Pink Fabric: Merino Wool, Bamboo, 57% Elastane, 43% Polyamide Characteristics: Wicking fibres, absorbency, anti-odour and stain resistance, leak proof liner, anti roll, compression zones, mesh inserts, UV protection Care: Machine Washable, Air Dry Price: £135
Mini-me leggings
Size: XXS – XL / Short, Regular, Long Childrenswear Colour: Sunny Yellow, Mint Glacier, Sugared Coral, Lime Soda, Peach Pop, Forest Lavender, Psychedelic Pink Fabric: Merino Wool, 57% Elastane, 43% Polyamide Characteristics: Anti roll, wicking fibres, mesh inserts, UV protection Care: Machine Washable, Air Dry Price: £65 73
Femme Tech Sports Bra and Short Set
Size: XXS – XL Womenswear Colour: Sunny Yellow, Mint Glacier, Sugared Coral, Lime Soda, Peach Pop, Forest Lavender, Psychedelic Pink Fabric: Merino Wool, Bamboo, 57% Elastane, 43% Polyamide Characteristics: Wicking fibres, absorbency, anti-odour and stain resistance, leak proof liner, anti roll, compression zones, mesh inserts, bra installed with health tracking Care: Machine Washable, Air Dry Price: £145
Mini-me Sports Bra and Short Set
Size: XXS – XL Childrenswear Colour: Sunny Yellow, Mint Glacier, Sugared Coral, Lime Soda, Peach Pop, Forest Lavender, Psychedelic Pink Fabric: Merino Wool, 57% Elastane, 43% Polyamide Characteristics: Anti roll, wicking fibres, mesh inserts, bra installed with health tracking Care: Machine Washable, Air Dry Price: £85 75
Zip Up Hoodie
Size: XXS – XL (Womenswear and Childrenswear) Colour: Sugared Coral, Mint Glacier, Forest Lavender, Blue Chambray, Peach Fuzz, Peach Pop Fabric: 45% Cotton, 45% Acrylic, 10% Elastane Characteristics: Peach-skin finish Care: Machine Washable, Air Dry Price: £95 (Adults) / £55 (Child)
Sheer Anorak
Size: XXS – XL (Womenswear and Childrenswear) Colour: Sugared Coral, Mint Glacier, Forest Lavender, Blue Chambray, Sunny Yellow, Peach Pop Fabric: 100% Polyurethane Characteristics: Waterproof, breathable Care: Wipe clean with damp cloth Price: £135 (Adults) / £95 (Child)
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Cotton Slogan Tee
Size: XXS – XL (Womenswear and Childrenswear) Colour: Sugared Coral, Mint Glacier, Forest Lavender, Blue Chambray, Sunny Yellow, Peach Pop Fabric: 100% Cotton Characteristics: Breathable, hypoallergenic Care: Machine Washable, Air Dry Price: £45 (Adults) / £30 (Child)
Cotton Slogan Vest
Size: XXS – XL (Womenswear and Childrenswear) Colour: Sugared Coral, Mint Glacier, Forest Lavender, Blue Chambray, Sunny Yellow, Peach Pop Fabric: 100% Cotton Characteristics: Breathable, hypoallergenic Care: Machine Washable, Air Dry Price: £45 (Adults) / £30 (Child)
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Trainer
Size: 12-3 (Kids) 3-8 (Adult) Colour: Mint Glacier, Forest Lavender, Sugared Coral, Peach Pop Fabric: Ribbed knit sock with flexi sole Characteristics: Mesh, Stretch sock fit, bandage elastics Price: ÂŁ120 (Adults) / ÂŁ85 (Child)
Trainer Sock
Size: S – L (Womenswear and Childrenswear) Colour: Sunny Yellow, Mint Glacier, Sugared Coral, Lime Soda, Peach Pop, Forest Lavender, Psychedelic Pink Fabric: Cotton, Polyester, Polyamide, Elastane Characteristics: Soft cotton touch, stretch capabilities, moisture management qualities, compression zones Care: Machine Washable, Machine Dry Price: £6 81
Scrunchie
Size: S-L Colour: Sunny Yellow, Mint Glacier, Sugared Coral, Lime Soda, Peach Pop, Forest Lavender, Psychedelic Pink Fabric: Cotton, polyamide and Elastane Characteristics: Elastic Price: £3.50/£6/£8
Drawstring Gym Bag
Size: One Size Colour: Sunny Yellow, Mint Glacier, Sugared Coral, Lime Soda, Peach Pop, Forest Lavender, Psychedelic Pink Fabric: Silky Satin Characteristics: Waterproof, drawstring Price: ÂŁ45
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The Sweaty Betty Experience Sweaty Betty opened it’s 3,800-square-foot flagship store on Carnaby Street, in London. It is testing out it’s first experiential retail space which includes a café, blow-dry bar and fitness studio. Hill-Norton explains ‘I wanted it to be a place where you could socialize with your friends, go for a class, get a cocktail and your hair done all under one roof’ (Cook, 2017). The space is Instagram friendly, and is ‘clearly designed to target millennial consumers, with fluffy chairs, marble coffee tables and plants’ (Cook, 2017). The studio features workouts from London’s most popular trainers and classes, as well as the café being a millennial favourite, Farm Girl. Millennial consumers are shifting spend from items to experience and Sweaty Betty is embracing the change to retain the millennial demographic ‘by offering something beyond a retail transaction’ (Cook, 2017). Sweaty Betty has held fitness classes in stores for over a decade, with 600 women working out in their studios every week, and their Sweaty Betty Live Festival has grown threefold in it’s second year, hosting 3,500 paying attendees. ‘Providing an experience is the way forward’ Hill-Norton for Business of Fashion, 2017. This experience will be enhanced even further with this collection, providing spots around the store designed for you and your daughter to interact with. As well as holding mummy and me classes, and pamper packages.
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Promotional Plan The collection will be launched on Mother’s Day and will celebrate bringing family up with healthy and active lifestyles, whilst also promoting the idea of family bonding and spending time with your daughters. The stores will have a section branded for the collection, and will invite a mix of fitness and motherhood social media influencers to the launch. Goodie bags will be sent to press who are known to have daughters, or are fitness fanatics. The launch will be a staged as a ‘Day with Betty’ at Carnaby Street, with influencers, celebs and press. They will experience a day at Sweaty Betty, from breakfast and champagne, followed by exercise classes, wellness talks and a blow dry before leaving.
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Conclusion To conclude, this range is fun and playful. It will resonate with children, mothers and Sweaty Betty’s every-day customer. Encouraging children and mothers to bond over an activity such as fitness, maintain a child’s innocence and bring them up with a healthy wellbeing mindset and informed knowledge. This season, there is a massive movement towards embracing your imperfections, rather than striving for perfection. These young millennial mums, the early adapters of this new thinking, are passing these much healthier messages onto their children and ensuring they grow up at the right speed and with the correct priorities in place.
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References Boddy, J and Tebbutt, L. 2018. Key Colours S/S 19. WGSN. [Online]. [Accessed on 20th February 2018]. Available from: https://0-www-wgsn-com.wam.leeds.ac.uk/content/board_viewer/#/72348/page/8 Casey, C and Palmer, H. 2018. Pitti Filati S/S 19. WGSN. [Online]. [Accessed on 1st May 2018]. Available from: https://0-www-wgsn-com.wam.leeds.ac.uk/content/board_viewer/#/77222/page/7 Cook, G. 2017. Sweaty Betty Taps Experience Economy. Business of Fashion. [Online]. [Accessed on 30th April 2018]. Available from: https://www.businessoffashion.com/articles/news-bites/sweatybetty-taps-experience-economy-with-fitness-studio-store-concept Driscoll, B. 2014. Women in Business: How Sweaty Betty Founder, Tamara Hill-Norton, Made Fitness Fashionable. Huffington Post. [Online]. [Accessed on 8th February 2017]. Available from: http://www.huffingtonpost.co.uk/2014/10/24/sweaty-betty-tamara-hill-norton-interview-women-inbusiness_n_6002946.html Goodfellow-Ash, A. 2017. Brand to watch – Active Kidswear S/S 18. WGSN. [Online]. [Accessed on 1st February 2017]. Available from: https://0-www-wgsncom.wam.leeds.ac.uk/content/board_viewer/#/75256/page/7 Harman, J and Varga, C. 2017. Femme Fitness – Active Design Capsule S/S 19. [Online]. [Accessed on 1st May 2018]. Available from: https://0-www-wgsncom.wam.leeds.ac.uk/content/board_viewer/#/75597/page/4 Harman, J and Varga, C. 2017. Key Items S/S 19: Women’s Active. WGSN. [Online]/ [accessed on 1st May 2018]. Available from: https://0-www-wgsncom.wam.leeds.ac.uk/content/board_viewer/#/73833/page/19 Kansara, V. 2014. Tamara Hill-Norton of Sweaty Betty on Seizing the Opportunity in Activewear. Business of Fashion. [Online]. [Accessed on 30th April 2018]. Available from: https://www.businessoffashion.com/articles/founder-stories/founder-stories-tamara-hill-nortonsweaty-betty-seizing-opportunity-activewear Kostiak, Y and Varga, C. 2017. Workout Trends 2018. WGSN. [Online]. [Accessed on 1st February 2018]. Available from: https://0-www-wgsn-com.wam.leeds.ac.uk/content/board_viewer/#/71473/page/11 Pitti Filati. 2018. Active Lab. [Online]. [Accessed on 1st March 2018]. Available from: http://www.pittimmagine.com/en/corporate/fairs/filati/stylenotes.html Rechner, E. 2017. Brands to watch – Japanese Mommy & Me. WGSN. [Online]. [Accessed on 1st February 2018]. Available from: https://0-www-wgsncom.wam.leeds.ac.uk/content/board_viewer/#/73175/page/1 Shin, J. 2017. Millennial Mums: No Filter Parenting. WGSN. [Online]. [Accessed on 1st February 2018]. Available from: https://0-www-wgsn-com.wam.leeds.ac.uk/content/board_viewer/#/74132/page/11 Sweat Betty. 2018. About Us. [Online]. [Accessed on 30th April 2018]. Availability from: http://www.sweatybetty.com/about-us/
Sweaty Betty. 2017. Fit and Famous. [Online]. [Accessed on 8th February 2017]. Available from: http://www.sweatybetty.com/fit-and-famous/ Sweaty Betty. 2017. Meet Tamara. [Online]. [Accessed on 8th February 2017]. Available from: http://www.sweatybetty.com/meet-tamara/ Sweaty Betty. 2017. The Sweaty Betty Story. [Online]. [Accessed on 8th February 2017]. Available from: http://www.sweatybetty.com/blog/the-sweaty-betty-story/? Thomas, J. 2017. Kid’s Colour S/S 19: In Touch. WGSN. [Online]. [Accessed on 1st May 2018]. Available from: https://0-www-wgsn-com.wam.leeds.ac.uk/content/board_viewer/#/73978/page/9 Varga, C. 2017. Active Textiles Forecast S/S 19: Knits & Wovens. WGSN. [Online]. [Accessed on 1st May 2018]. Available from: https://0-www-wgsncom.wam.leeds.ac.uk/content/board_viewer/#/73672/page/22 Varga, C and Kostiak, Y. 2017. Active Colour S/S 19: In Touch. WGSN. [Online]. [Accessed on 1st May 2018]. Available from: https://0-www-wgsncom.wam.leeds.ac.uk/content/board_viewer/#/72678/page/6 WGSN. 2017. Millennial Parents: Retail Strategies for Selling Kidswear. WGSN. [Online]. [Accessed on 4th February 2017]. Available from: https://0-www-wgsncom.wam.leeds.ac.uk/content/board_viewer/#/72922/page/9 WGSN. 2017. Kids’ Textiles Forecast S/S 19: In Touch. WGSN. [Online]. [Accessed on 1st May 2018]. Available from: https://0-www-wgsn-com.wam.leeds.ac.uk/content/board_viewer/#/74169/page/15 WGSN. 2017. The Vision 2019: Part 1 - In Touch. [Online]. [Accessed on 30th April 2018]. Available from: https://0-www-wgsn-com.wam.leeds.ac.uk/content/board_viewer/#/72205/page/1 Woolmark. 2018. Activewear. [Online]. [Accessed on 1st March 2018]. Available fro: https://www.woolmark.com/inspiration/activewear/
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