H&M X Migos Collaboration Report - Grade 1st

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CONTENTS 04-05 06-09 10-15 16-19 20-27 28-29 30-33 34-41 42-43 44-47 48-57 58-107 108-121 122-139

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140-140 141-143 144-152

Introduction benefits of collaborations h&m H&M X Kenzo product range price range kenzo identity marketing communications Part 2 target audience brand identity research range plan marketing communications appendix reference list figures list

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INTRODUCTION Part one of this report explores the H&M X Kenzo collaboration and the marketing communications that supported it.

Academic research describing the benefits of collaborations, together with establishing how H&M maintained Kenzo’s luxury brand position, will provide an informed background in order to create an AW/18 H&M collaboration.

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The reports second part details the creative journey of the Migos X H&M AW/18 collection. After analysing important trend-driven research regarding colours, fabrics and silhouettes, a range plan will be created that reflects the brand identity of Migos, as well as appealing to the target consumer. To support this limited edition collection, a strategic marketing plan will be produced established on the AIDA model.

Figure 3

THE BENEFITS OF COLLABORATIONS The Cambridge Business English Dictionary (2018) defines collaboration as “the act of working together with other people or organizations to create or achieve something”. This theoretic definition briefly outlines the process of a brand partnership; however, Cooke and Ryan (2000) explain that collaboration is the alliance of two brands with the intention of creating a new or enhanced product.

Collaborations aim to be innovative and provide customers with a unique outcome.

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Fashion collaborations have proved popular in recent years with both designer and high street brands. Although H&M’s distinctive collaborations remain a forerunner on the high street, Louis Vuitton’s collaboration with streetwear brand, Supreme, was one of the most anticipated and notable partnerships of 2017 (Li, 2017).

Collaboration is newly fundamental for attaining brand success in the present-day market (Cheema, 2017), and the current surge in collaborations suggests that brands have recognised consumer needs and the benefits related to creative partnerships (Chun and Niehm, 2010).

Figure 4: Isabel Marrant for H&M

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Rollet et al (2013) explain that collaboration allows brands to penetrate new markets and display their designs to different customers. ‘High-low’ collaborations, that comprise a designer and a high-street brand, give low-end customers an opportunity to purchase luxury inspired products, that they cannot generally afford (Cope and Maloney, 2016). Subsequently increasing sales for the high-street brand and disseminating brand awareness for the designer (Som and Blanckaert, 2015). As most high-street brands have a loyal customer base, this would attract a designer brand to collaborate to potentially extend their consumer base (Alexander and Contreras, 2016).

In terms of the benefits for the designer brands, as well as extending its reach to unfamiliar customers, the luxury brand is able to experiment with new product lines (Doran, 2012). The risk of failure is significantly lower and less damaging within a collaboration than when the luxury brand is independent, therefore designers experimenting with different products is common.

Figure 5: balmain X H&M

Fashion brands will also collaborate with artists, musicians or charities. Collaborating with a non-profit organisation is beneficial to a fashion brand as the ethical corporate reputation is enriched (Cope and Maloney, 2016).

Ruschak (2008) states that managing a business in an ethical manner is vital in today’s economy; therefore, by collaborating with a charity, brands are contributing to a good cause, as well as earning respect from current and prospective consumers.

Figure 6: outside a H&M Store

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H&M Since establishing in Sweden in 1947 (H&M Group, 2018), H&M have profitably dressed global customers in affordable, fast-fashion. As their CEO Karl-Johan Persson (2017) explains, H&M’s business concept focuses on “fashion and quality at the best price”. This idea summarises the brands motivations and the priorities of the H&M customer. H&M trades to 44 online markets as well as 4,700 stores (H&M Group, 2018), this not only benefits market share but H&M’s international scope helped the brand become a top global employer of 2017 (Nair, 2017).

Figure 7: H&M’s conscious range

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In terms of corporate responsibility, H&M emphasise the importance of sustainability and ethics within the fashion industry (Carbonaro and Goldsmith, 2015). Although it is argued that the concept of fast-fashion is unsustainable and is destructive to the environment and certain social systems (Strähle and Matthaei, 2017), H&M battle this misconception in various ways, for example by installing facilities within stores where customers can recycle their unwanted clothes.

39,000 tonnes of customers unwanted garments collected in H&M stores (H&M Global, 2018)

Bergh and Behrer (2011) explain how H&M’s democratic pricing strategy attracts an extensive range of customers including women, men and children. The brand offers a wide variety of departments making it challenging to pinpoint a precise core customer. However, H&M’s most loyal customers are typically aged 15-40, middle to lower class and desire fashionable, inexpensive clothing. The H&M customer enjoys experimenting with different styles and follows fashion trends on social media platforms.

H&M is globally renowned for their celebrity and designer collaborations, beginning with Karl Lagerfeld in 2004 (Cope, 2017). The brand has shown diversity with choice of designers, from glamourous Balmain, to minimalistic Isabel Marant. Therefore, appealing to a variety of customers over many years.

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Figures 8 & 9: images of a H&M target consumer

H&M TARGET AUDIENCE

H&M X KENZO

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O

Figure 10

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Figure 11: look from the h&M X kenzo lookbook

“truly Kenzo” On November 3rd 2016, H&M launched the limited-edition collaboration with Kenzo, into over 252 stores worldwide (H&M, 2016). In an interview with Vogue (2016), H&M’s Creative Advisor Ann-Sofie Johansson stated that the collection is “truly Kenzo”. It is important for high-low fashion collaborations to embody the luxury designers’ brand identity, in order to promote exclusivity. Nostalgia was a focus for the collaboration, using Kenzo pieces inspired by past collections from the 1970’s and 1980’s (H&M, 2016). Arnold (2016) explains that nostalgia is important, especially for designer brands with extensive archives, as it creates an authentic aesthetic, juxtaposing with the modernity of the twenty-first century. It is remarkable how Kenzo and H&M have incorporated various cultural influences throughout the collection. Kenzo is celebrated for merging Asian and Parisian designs (Anonymous, 2016) and the collaboration distances itself from typical H&M trend-led products.

THE PRODUCT RANGE The H&M X Kenzo collection consisted of 103 exclusive pieces including: womenswear, menswear, accessories and footwear.

The H&M X Kenzo Lookbook illustrates the product range, using creative images and a diverse scope of models.

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Figures 12-16

WOMENSWEAR The womenswear collection includes: dresses, t-shirts, jackets, coats, knitwear, trousers, skirts, shoes and accessories

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Figures 17-21

MENSWEAR The menswear collection comprises: jackets, coats, trousers, sweatshirts, t-shirts, shoes and accessories.

Figure 22: menswear look from the h&m x kenzo lookbook

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The garments are brightly coloured and clashing patterns is a motif used throughout. The accessories are essentially unisex as Kenzo X H&M have designed bags, sunglasses and hats to suit any gender, which reinstates Kenzo’s Carol Lims’ vision of a diverse range (Vogue, 2016). The product range is unique and bold, appealing to H&M’s target consumer, as well as high-end fashion enthusiasts.

Figure 23: Layered patterned dress, £299.99

Figure 24: Tiger pri

PRICE RANGE

In terms of pricing for the collaboration, the most expensive product on offer w a mixed patterned, layered dress at £299.99 and the cheapest product, a pair tiger print socks priced £7.99. Other products generally ranged between £49.9 and £199.99; however, certain basic garments, such as t-shirts, are priced as lo as £24.99. This is a vast product price range; however, it works exceptionally w in the context of a high-low collaboration.

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int socks, £7.99

was of 99 ow well

Figure 25: Emblam T-shirt, £24.99

Figure 26: Kenzo Jackie Flower Dress, £440

Figure 27: H&M X Kenzo La

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ayered patterned dress, £299.99

PRESERVING KENZO’S BRAND POSITION, YET SUITING H&M’S TARGET MARKET The H&M X Kenzo collaboration is suitable for H&M’s target market due to the trend consciousness of the H&M consumer. Experimenting with fashion and having the confidence to be an individual, is a psychographic associated with the H&M customer, which is reiterated throughout the recognisable Kenzo collaboration.

Although the £299.99 dress is a luxury to regular H&M consumers, compared to Kenzo’s standard prices (shown in Figures 026 and 27), this is fairly inexpensive. Therefore, by offering designer products at reduced prices, low-income shoppers are given an opportunity to own luxury items of clothing that they could not normally afford (Shaw and Koumbis, 2017).

H&M have retained Kenzo’s brand position by maintaining an elevated price point, in addition to utilising luxury materials including: silk, leather and wool. Furthermore, the exclusivity of the collection contributes to Kenzo’s upmarket status. Selling limited-edition products created excitement amongst both brands’ customers and did not undermine Kenzo as a designer brand (Hosea, 2008).

Figure 28: kenzo s camp

KENZO AESTHETIC

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Kenzo’s creative director, Humberto Leon, describes the Kenzo aesthetic to embrace the “importance of prints and the sense of worldliness and travel” (Alexander, 2012). When viewing Kenzo during a store observation at Harvey Nichols (see appendix 1), it is one of the most patterned designers available. Therefore, this aesthetic has been successfully echoed within the H&M collaboration, as bright, oriental patterns make the collection distinguishably Kenzo.

s/s13 paign

marketing communicat

As Cope and Maloney (2016) describe, brands often tease date. Before the launch of the collaboration in H&M stores, the collection on the 25th May 2016, it was not until 19th a creative, energetic style, bringing a new connotation of celebrities and style icons, the Kenzo X H&M event was li describes, designers can gain increased press coverage d dance and music, transforming the standard catwalk.

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Figure 29: h&m x kenzo launch event

tions:New York Fashion Show

e collaborations on their website or social media accounts, in order to further increase brand awareness before the launch , various marketing communications were utilised in order to generate widespread consumer excitement. After announcing October 2016 that H&M X Kenzo was showcased at an elite New York event (H&M, 2016). The garments were displayed in ‘the fashion show’ (Hyland, 2016). Although many fashion shows are deemed inaccessible with the attendance of various ivestreamed on social media sites; therefore, connecting the mass audience and eradicating exclusivity. As Posner (2015) due to the originality of their fashion show. H&M X Kenzo have embodied this benefit by showcasing the collection through

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Figures 30-33

H&M X KENZO Campaign Additionally, the H&M X Kenzo campaign was attention-grabbing, due to the use of “seven diverse celebrities and figureheads�

(Kenzo, 2016). Rather than using standard models, the campaigns cast comprised musicians, artists and activists. The Look Book was released as part of this campaign, consequently generating anticipation and permitting people to view their favourite items before the frenzy (Sowray, 2016). The paid advertisements featured the collaborations logo and signature patterns from the collection, therefore creating a recognisable brand identity.

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Figure 34-36: H&M X kenzo campaign

In-Store Communications and branding In addition to the promotional activities used to create exposure for the collection, marketing communications were further utilised in-stores whilst the collection was available. H&M’s visual merchandising grouped garments with the same colourful patterns, aiding shoppers to find products within their short allocated shopping time. Furthermore, instead of using standard H&M carrier bags, consumers were given brightly coloured totes.

This not only promoted exclusivity, but spread the H&M X Kenzo branding onto the streets of busy cities.

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Figure 37: visual merchandising Figure 38: the kenzo carrier bags

part 2

The Kenzo X H&M collection displays clever use of branding to portray a strong brand identity and maintain Kenzo’s unique a ic. Furthermore, the assortment of garments successfully appeals to both the H&M and Kenzo consumer, broadening the st H&M audience. After acquiring information into how to effectively create and market a collaboration, an original collection f can be produced in partnership with the Migos. The Migos are a male, hip-hop group who have become icons in the music try not only for their songs, but also their unique sense of style, therefore electing the group as perfect affiliates for a H&M menswear collection.

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aesthettandard for H&M c indusM AW/18

Figure 39

target audience

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The target gender for the H&M X Migos collaboration is male; however, certain items can be worn by either sex. They are not only fans of the Migos’ music, but like their unique aesthetic and modern hip-hop culture as a whole. This collection is not for customers who like to blend in, due to the nature of the Migos to be distinctive and individual. A customer profile helps to further classify the target audience.

Figure 40

Figure 41

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Figure 43

Figure 42

customer profile AGE:22 LOCATION:MANCHESTER OCCUPATION:STUDENT HOBBIES:GOING OUT WITH FRIENDS, TRYING NEW FOOD, GETTING LIMITED EDITION CLOTHING STYLE: STREETWEAR, HIPHOP, NON-CONFORMIST TYPE OF SHOPPER: PLANS EXPENSIVE PURHCASES, BROWSES ONLINE MOST DAYS FAVOURITE BRANDS: ASOS, URBAN OUTFITTERS, VANS

Figures 44-46

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It’s about expressing yourself. F**k the programme. F**k the script. F**k the way it’s supposed to be done. Do it your creative way. quavo, 2018

migos brand identity In the last few years, Migos have not only topped the music charts, but have become admired fashion icons in their own right. Their style is recognisable to any hip-hop fan, inventing their own word “drippy” to define their identifiable look (Nylander, 2018), a solid brand identity is formed as they differentiate themselves from other artists. Rather than conforming to mainstream male hip-hop fashion, the Migos style is described as “forward-thinking” (Pfeffer, 2017), which is why the group can be labelled as trend innovative. The Migos are known for their love of designer labels, fascinated with the creations of Balenciaga and Gucci, but also their inclination to high-street sportswear such as Nike and Vans. As well as wearing distinctive clothing, the Migos are rarely seen without a unique pair of sunglasses (Street Stylers, 2018), favouring vintage, rounded frames. Although the trio like to co-ordinate which displays a close relationship, each group member is different so as to convey individuality through fashion.

The following pages explore Migos distinctive brand identity, presenting some of their most memorable looks. From casualwear to occasionwear, the Migos’ fashion versatility is what makes the group idiosyncratic. This identifiable aesthetic will be the inspiration for the H&M A/W 2018 collaboration.

Figure 47: Unusual Sunglasses

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Figure 48: all black, tailored suits, sunglasses, jewellery

Figure 49: floral shirts, tinted glasses, velvet, flash belts

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Figure 50: tracksuits, stripes, t-shirts

Figure 51: streetwear, hoodies, bum-bags, layers

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Figure 52: patterns, relaxed short sleeved shirts, denim

figures 53-61: left to right, row by row

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gold

animal print

Denim

floral

glasses

side-

trainers

streetwear

all b

-stripe trousers

black

migos brand identity mood board

m

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Figure 62

research In order to support the development of the A/W 2018 H&M X Migos collaboration, is it essential to research previous trends and designs that embody the Migos brand identity, as well hip-hop inspired runway garments. To begin this exploration, it is beneficial to look at the Migos own clothing collection.

yung rich nation Yung Rich Nation is the Migos own clothing brand, selling predominantly branded merchandise in the United States of America. It is important to look at this brand, as it displays the Migos’ fashion through basic garments, such as t-shirts, which is similar to what the H&M target audience would purchase. Yung Rich Nation provides fans with a platform to connect with the group (Yung Rich Nation, 2018) which should also be echoed throughout the H&M collaboration.

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Figures 63-66: yung rich nation garments

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product range Yung Rich Nation has a small product width; offering exclusively menswear, although many items can be worn by either gender.

In terms of product lines, the brand designs t-shirts, bottoms, hoodies, jackets and accessories, with a vast price range of $28 - $125. Many of the separate tops and bottoms can be worn as a coordinate, echoing the Migos’ unique style and forming outfit concepts for consumers. In terms of the H&M X Migos collaboration, it is imperative to take guidance from Yung Rich Nation; however, the garments would not be so heavily branded.

Figures 67-75: yung rich nation garments

Figures 76-78: joey bada$$ x pony collection

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joey bada$$ X Pony X Urban outfitters In order to design a collaboration that will be a success and succeed opposing hip-hop artist collaborations, it was beneficial to research the collaboration between New York footwear brand Pony and rapper, Joey Bada$$. This collection was launched in Urban Outfitters and included 3 tops priced $29-$59 and 4 pairs of trainers, priced $75 (Pony, 2018). Although Pony is profoundly a footwear brand, Joy Bada$$’s brand identity is clearly shown throughout the high street collection, providing background information on how to correctly infuse the Migos’ identity, but keep the H&M customer in mind. Whilst searching for existing hip hop X high-street collaborations, there was no significant mass market brands that have collaborated with a rapper to produce a clothing range. Therefore, it is noteworthy that H&M will be entering an original market sector, with no direct competitors.

aw18 colour research

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The Migos aesthetic is mixed between minimalistic sportswear and patte accent colours to portray the flamboyant style. To research potential AW18 c predicted 4 different colour palettes: Worldhood, Dark Wonder, Humanature to appeal to the high-street consumer, only Worldhood and The Thinker me palettes explored feature a variety of accent colours alongside muted core

erned haute couture, therefore it is essential to echo this through the colour palette, using colour palettes, WGSN was a useful source to observe. The trend forecasting company have e and The Thinker (Craggs, 2016). However, in order to maintain the Migos brand identity and enswear palettes are relevant to this product range and will be explored further. The colour e colours, which are essential to any collection.

Figure 79

worldhood aw18 (The wgsn menswear team, 2016) Figure 80

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core colours

the thinker aw18 (the wgsn menswear team, 2016) Figure 81

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core colours

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Figure 82

aw18 fabric research As well as incorporating the Migos style into the fabrics and textiles research, WGSN have provided an insight into the forecasted fabrics of AW18.

The Migos style includes pinstripe trousers, denim jackets and various adventurous patterns, which is matched with similar fabric predications.

Figure 83

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Figures 84-87

aw18 fabric research: trousers

Figure 88

Figures 89-92

Figure 93

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Figures 94-97

aw18 fabric research: shirts

Figure 98

Figures 99-102

Figure 103

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Figures 104-107

aw18 fabric research: jackets

figure 108

Figures 109-112

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figure 113

aw18 trend research To help determine silhouettes for the Migos X H&M product range, it was beneficial to explore a variety of styles from the Design Development AW18/19 Reports (Paget, 2017). A side-stripe trouser, floral shirt and hoodie will be a part of the product range, therefore it is essential to investigate variations in terms of colour, style and fit.

side stripe trousers

figures 114-117

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figure 118

84

figure 119

all-over floral shirt

figures 120-123

heavy-wash hoodie

figures 124-127

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figure 128

aw18 directional research

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To gain an understanding of A/W 2018 garment silhouettes, looking at designer catwalk collections provides an insight into popular trends. Although designer collections are usually more avant-garde than high-street designs, patterns and styles are easily distinguishable and transferable to mass market garments. This demonstrates the trickle-down theory (Easey, 2009) which portrays the luxury fashion inspiration shown on highstreet garments, making designer concepts accessible to customers that cannot afford high-end fashion.

Figure 129: marcelo burlon county of milan aw18

s

tailored trousers

Figure 130: ami alexandre mattiussi aw18

Figure 131: ovadia & Sons aw18

Figure 132: versace aw18

logos and branding

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Figure 136: dior homme aw18

Figure 137: sunnei aw18

p

Figure 138: fendi aw18

sportswear

Figure 133: dolce & gabbana aw18

Figure 134: Marcelo Burlon County of Milan aw18

Figure 135: louis vuitton aw18

patterns

Figure 139: versace aw18

Figure 140: prada aw18

Figure 141: gucci aw18

denim

Figure 142: dolce and gabbana aw18

Figure 143: clot aw18

Figure 144: vetements aw18

Figure 149: christopher raeburn aw18

Figure 150: prada aw18

all black

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Figure 148: balenciaga aw18

sunglasses

Figure 145: versace aw18

Figure 146: dior aw18

Figure 147: calvin klein aw18

competitor analysis

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Due to the collection being sold in high-street brand H&M, it is important to research competitors of the same market level. The significant competitors include Zara Man and River Island Man. By studying the various price points, materials, size range and details of different garments, a guideline for these aspects of the H&M X Migos collaboration is provided.

figure 151

h&m product analysis Product Category Lowest price item Tops (excluding sale)

lowest price Round Neck T-Shirt

lowest price item: Materials Cotton 100%

£3.99

Trousers (excluding sale)

Twill Trousers Slim Fit

Jackets and Outerwear (excluding sale)

Nylon Bomber Jacket

Polyamide 100%

£24.99

Lining: Polyester 65% Cotton 35%

£17.99

Cotton 98% Elastane 2%

Sleeve lining: Polyester 100% Sunglasses (excluding sale)

Tortoise Shell Sunglasses £6.99

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(H&M, 2018)

Plastic 100%

Highest price item

highest price H&M Edition Cotton Blend Shirt £59.99

H&M Edition Elasticated Trousers £59.99

H&M Edition Leather Biker Jacket

highest price item: materials Wool 46% Viscose 31% Cotton 23%

Linen 66% Viscose 32% Elastane 2%

Leather 100%

£229.99

Lining: Viscose 100%

Polarised Sunglasses

Stainless Steel 85%

£12.99

Plastic 10% Copper 5%

analysis The basic T-shirt is an extremely low price, which is appealing to consumers because it is an essential item. The cotton blend shirt is more luxury, as part of the H&M Edition range which offers high-end materials at an affordable price.

The low priced trousers are extremely basic, composed of cotton which is not entirely luxury. Compared to these, the high-end elasticated trousers feature a drawstring waist and tapered leg. Linen is also a fairly expensive fabric.

The nylon bomber jacket is an affordable price, offering a staple jacket to the consumer. The leather biker jacket is a luxury item, due to the garment being composed of 100% leather.

The sunglasses range is much smaller than other product categories and the price range is also small.

figure 152

figure 153: H&M Price: £17.99 Fabric: Lyocell 100% Size Range: XS - XXL (H&M, 2018)

figure 154: River island Price: £28.00 Fabric: Viscose 100% Size Range: XXS - XXL (River Island, 2018)

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competitor evaluation; shirts

figure 155: Zara Price: ÂŁ28.00 Fabric: Main Fabric, Polyester 100%. Secondary Fabric, Cotton 100% Size Range: S - XL (Zara, 2018)

figure 156: H&M Price: ÂŁ19.99 Fabric: Cotton 56%, Polyester 44% Size Range: XS - XXL (H&M, 2018)

figure 157: River island Price: ÂŁ32.00 Fabric: 100% Cotton Size Range: XS - XXL (River Island, 2018)

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competitor evaluation; hoodies

figure 158: Zara Price: ÂŁ29.99 Fabric: Main. Cotton 66%, Polyester 34%. Details, Polyester 100% Size Range: S - XL (Zara, 2018)

figure 159: H&M Price: ÂŁ39.99 Fabric: Cotton 100% Size Range: 28R - 38R (H&M, 2018)

figure 160: River island Price: ÂŁ35.00 Fabric: Elastane 2%, Polyester 65% Size Range: 26S - 42L (River Island, 2018)

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competitor evaluation; trousers

, Viscose 33%

figure 161: Zara Price: ÂŁ49.99 Fabric: Polyester 56%, Wool 41%, Elastane 41% Size Range: S - XL (Zara, 2018)

figure 162: H&M Price: £39.99 Fabric: Cotton 100% Size Range: XS - XXL (H&M, 2018)

figure 163: River island Price: £55.00 Fabric: Cotton 100% Size Range: XXS - XXL (River Island, 2018)

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competitor evaluation; jackets

figure 164: Zara Price: ÂŁ69.99 Fabric: Cotton 100% Size Range: M - L (Zara, 2018)

competitor Analysis review H&M

River Island

Zara

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Price

Fabric

Size Range

On 3/4 garments, H&M were the cheapest retailer.

Low prices are important to the brand as it gives H&M a competitive edge, therefore the collaboration should abide by the low-mid price structure.

Across all 5 garments, River Island was the average middle retailer in terms of price.

Many items were very close to the H&M price, therefore, it is essential that H&M have the design edge.

Zara were the most expensive retailer on 3/4 garments.

This may be because their garments are detailed and include more intricate design features than the other two brands.

Depending on the garment, H&M used a mixture of fabrics; however, cotton is prominent across the product range. The H&M Edition luxury garments use higher quality prices to abide by the high price structure.

River Island was also similar to H&M in terms of fabric, using artificial fabrics such as Polyester and Viscose.

H&M’s size range is very conclusive and provides garments from XS-XXL. This is important, as it does not narrow down the consumer.

Zara also use a mix of fabrics across their products. It is interesting that H&M is the only brand with the luxury range of clothing, promoting sustainable ‘conscious’ fabrics.

Zara has the smallest size range out of the brands shown. This is a disadvantage to Zara as it closes the market for their products.

River Island had the most inclusive size range of all 3 brands. This is beneficial to River Island as it promotes the garments to a wide audience.

figure 165

108 product range silhouettes

figure 166

oversized t-shirt

figure 171

MIGOS

figure 167

110

MIGOS

MIGOS

Patterned shirt

figure 172

figure 168, 169 & 170

colour block hoodie

figure 177

MIGOS

figure 173 & 174

112

embroidered denim jacket

figure 178

figure 175 & 176

snake pocket bomber jacket

figure 182

figure 179 & 180

114

pinstripe tailored trousers

figure 183

figure 181

side stripe slim trousers

figure 186

figure 184

116

round frame sunglasses

figure 187

figure 185

H&M x migos product descriptions Oversized T-Shirt

Patterned Shirt

Colour Block Hoodie

Embroidered Jacket

Fabric

Cotton 100%

Viscose 100%

Cotton 60% Polyester 40%

Cotton 100%

Detail

Printed logo on the front. All over print. Button up Loose fitting oversized and buttons on sleeves. style V-neck collar

Colour blocked pockets.

2 toggles with plastic aglets.

Colour

3 Colourways: Black & Pink, Blue & Yellow, White & Orange

2 Colourways: Black & White Zebra Blue Floral

2 Colourways: Nude & White Black & Floral

Light wash d floral embro the back. Sil down the fro the cuffs Light blue

Size Range

XS - XXL

XS - XXL

XS - XXL

XS - XXL

Retail Price

£19.99

£28.99

£25.99

£54.99

Cost to make Price

£7.99

£12.99

£10.99

£21.99

Retail Margin

£12

£16

£15

£33

total Quantity

30,000 (10,000 of each colour)

18,000 (9,000 of each colour)

20,000 (10,000 of each colour)

5,000

total Cost To Buy

£239,700

£288,000

£219,800

£165,000

total Retail Value

£599,700

£521,820

£519,800

£299,950

Item Flat

118

d Denim

%

Snake Pocket Bomber Jacket

Pinstripe Tailored Trousers

Side Stripe Slim Trousers Round Frame Sunglasses

Cotton 80% Polyamide 20%

Polyester 75% Viscose 23% Elastane 2%

Cotton 95% Elastane 5%

Metal 50% Plastic 50%

Pin stripe pattern. Concealed fly zipper and belt loops. Pockets on both sides

Stripe on outer leg.

Drawstring waist. Pockets on both sides and one on rear

Rounded frame with tinted lens. Thin arms

Black Snake Skin

Black & White Stripe

Black & Yellow

2 Colourways: Black & White Brown & Yellow

XS - XXL

28R - 38R

28R - 38R

One Size

£49.99

£32.99

£35.99

£12.99

£19.99

£15.99

£17.99

£3.99

£30

£17

£18

£9

5,000

10,000

10,000

10,000 (5,000 of each colour)

£150,000

£159,900

£179,900

£39,900

£249,950

£329,900

£359,900

£129,900

denim. Yellow Snake print pockets. Zip oidery on up front. Ribbed cuff, lver buttons collar and hem ont and on

H&M x migos range plan

MIGOS

MIGOS

MIGOS

Oversized Logo T-Shirt Cotton 100% Black & Pink, Blue & Yellow, and Grey & Orange XS-XXL £19.99

Patterned Shirt Viscose 100% Black & White Zebra and Blue Floral XS-XXL £28.99

MIGOS

Colour Block Hoodie Cotton 60%, Polyester 40% Black & Floral and Nude & White XS-XXL £25.99

120

Round Frame Sunglasses Metal 50%, Plastic 50% Black & White and Brown & Yellow One Size £12.99

Embroidered Denim Jacket Cotton 100% Light Blue XS-XXL £54.99

Side Stripe Slim Trousers Cotton 95%, Elastane 5% Black & Yellow 28R-38R £35.99

Snake Pocket Bomber Jacket Cotton 80%, Polyamide 20% Black Snake Skin XS-XXL £49.99

Pinstripe Tailored Trousers Polyester 75%, Viscose 23%, Elastane 2% Black & White Stripe 28R-38R £32.99

range plan conclusion The Migos X H&M collaboration consists of 8 individual items, including tops, bottoms, jackets and accessories. The collection appeals to the standard H&M target consumer, as the Migos logo is not forcefully used and items aren’t too adventurous in terms of patterns. Nevertheless, signature patterns and styles echoing the Migos brand identity is clear across the collection, appealing to the trios’ fans that would not usually shop at H&M. After researching H&M menswear, it is a noticeable that the brand uses a psychological method when pricing products. Therefore, the Migos X H&M collection will be priced correspondingly. The exclusive range keeps a low-middle price structure with a range of £12.99£54.99.

122

figure 188

124

Aim

Approach

Attention

To inform consumers and Migos fans of the new H&M collaboration and to use marketing to communicate the brand identity and message

Media relations: To announce the collaboration, the will simultaneously post a promotional image to their gro cial media accounts (Twitter, Instagram and Facebook). H subsequently announce the collection on their website a social media. There will also be images of the garments r to the press in order to give consumers an insight and to awareness. The press release will be sent to GQ.com, Vog Highsnobiety.com and Hypebeast.com.

Advertising: A picture of the Migos wearing the colle alongside the words “H&M X Migos Coming Soon”, will be around the cities with H&M stores that are stocking the c tion. Small posters of the billboard will be roughly plaster advertising columns around cities, in order to maintain an identity. H&M will also pay for a double page advertisem mens magazine, GQ.

Interest

To maintain consumer attention by providing information on the products and potential benefits

Media relations: A fashion film broadcasted on H&M Tube channel will promote the Migos wearing the collecti well as a diverse representation of the target consumer (i ing men and women). The video will be in the style of a m video with Migos background music.

Publicity stunts: To form as a fashion show publicit stunt, models will appear across underground metro syst London and New York. This will generate a lot of press fro public and acts as a unique way to present clothes and m the urban identity.

Desire

To provide customers with a reason to purchase, based on fulfilment of their needs

Personalised Messaging: The hashtag ‘#MIGOSxME used to promote the garments, with customers sharing im to peers whilst wearing the collection. This will aid in sho customers the quality of the collection.

Action

To motivate the customer to SALEs promotions: To promote the launch of the coll take action and purchase oration in store, there will be an incentive of free “rap sna with every purchase, as well as a lookbook featuring the wearing the collection. A time limit will encourage custom purchase, with the essence of urgency to buy.

Visual Merchandising: Visual merchandising and i branding helps create an atmospheric sales environment ence customer buying decision.

e Migos oup soH&M will alongside released create gue.com,

Expected Outcome Awareness of collection is planted into target consumers and creates a pathway for further information and personalised marketing

ection, e placed collecred on n ‘urban’ ment in

M’s Youion, as includmusic

Further information is gained and the target audience yearn for more information

ty tems in om the maintain

marketing communications

E’ will be The target consumer has reached peak interest and mages discusses with trusted peers owing

labacks” Migos mers to

in-store t to influ-

The target audience purchases from the collection

To support the launch of the H&M X Migos collaboration, a variety of stimulating promotional methods will be used. It is essential to deploy marketing over a planned period of time before the collection launch date, in order to achieve considerable consumer interest. The AIDA model, meaning attention, interest, desire and action, is a helpful marketing guide which categorises activities within the promotional mix to help understand the customers “path-to-purchase” (Cope and Maloney, 2016, pp.14). To devise a marketing plan for the H&M X Migos collection, the AIDA model is utilised to ensure the customer is ultimately drawn to a purchase.

marketing communi

may 2018

june-july 2018

july 30th 2018

Collection Announced Migos announce the collection on social media platforms, followed by H&M

advertisements & press release Images released to press (magazines and fashion news websites). Billboards, posters and magazine paid advertisements launched.

fashion film H&M release fashion film on their Youtube channel, featuring the Migos wearing the collection in a music video style aesthetic.

126

ications timeline

g

e

Aug 12th 2018

sept 25th 2018

sept onwards

metro publicity stunt Models sent out onto underground trains in London and New York to promote the collection.

launch of collection in store and online Limited edition collection, whilst stocks last. Supported by visual merchandising and free gift with purchase.

#MIGOSxme Promotion continues on social media with customers using the exclusive hashtag.

Figures 189-192

128

social media marketing: collaboration announcement and fashion film As the collaboration is announced on social media, it is important for the brand identity to be established by the consumer through the initial communications. By using a powerful image of the Migos, it instantly draws attention to the advertisement. This image will be shared across all social media platforms in order to keep a consistent brand identity.

advertisements: magazine & billboard

130

H&M consistently have a high expenditure on paid advertisements, whether it is for themselves or an exclusive collaboration, therefore it is essential to utilise this platform to promote the Migos X H&M collaboration. The magazine spread and the billboard will generate widespread awareness for the collection, especially to the target customer. The Migos will be modelling the products on the advertisements which creates a relationship with the target customer and creates a personal connection when the products are purchased.

MIGOS X

COMING SOON Figure 193: magazine double page spread

Figure 194: billboard advertisement

Figure 195: paper carrier bag for purchases

Figure 196-1

branding

The zebra print brandin communications in ord chase’. Rap Snacks are n

132

197: hanger tickets

g: carrier bags, hanger tickets & posters

ng is inspired by the patterned shirt from the Migos X H&M range plan. This is used throughout a variety of marketing der to create a recognisable brand identity. The hanger tickets present the incentive of ‘free Rap Snacks with every purnot manufactured in the UK, therefore, UK customers will take interest in the exclusive offer and it will encourage sales.

MIGOS X

in store & online now

134

MIGOS X

in store & online now

#migosxme The MIGOSxME hashtag encourages customers to engage with social media to share images of the collection. This will lead to discussions with peers and possible further customers. The branding ‘#MIGOSxME’ will be distributed around the store, on mirrors and posters, as part of visual merchandising in order to inform all shoppers.

136

Remember to use the hashtag

#MIGOSxME For a chance to feature on our instagram @hm

#migosxme poster

Figure 198-201: #migosxme campaign on the h&m website

#migosxme branding on mirror

138

appendix APPENDIX 1 – KENZO STORE OBSERVATION To view the Kenzo brand aesthetic first hand, I completed a store observation in the Kenzo concession of Harvey Nichols, Leeds. The observation was performed on April 10th 2018 at 14:00.

I found that the menswear section was less flamboyant than the women’s, focusing on embalm t-shirts and branded garments.

However, the womenswear department showed Kenzo’s true aesthetic, with bright colours and the traditional tiger motif. Compared to surrounding designer collections, Kenzo stood out and was out of the ordinary.

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figures list Figure 1 – Frauenfeld. 2017. Migos. . [Online]. [Accessed 25th April 2018]. Available from: http://www.openair-frauenfeld.ch/fr/artists/ migos/ Figure 2 - Zellner, X. 2018. Migos. [Online]. [Accessed 25th April 2018]. Available from: https://www.billboard.com/articles/columns/ chart-beat/8098595/migos-artist-100-number-one-first-rap-group-culture-ii Figure 3 – Batka, C. 2018. Why Are Albums So Long Right Now? [Online]. [Accessed 25th April 2018]. Available from: https://www. rollingstone.com/music/migos-drake-future-albums-long-streaming-w516991 Figure 4 - H&M. 2013. Isabel Marrant Pour H&M. [Online]. [Accessed 25th April 2018]. Available from: http://blackglamourmom.com/ black-glamour-mom-fashion-fix-isabel-marant-for-hm/ Figure 5 – H&M. 2015. Balmain X H&M. [Online]. [Accessed 25th April 2018]. Available from: https://www.collegefashion.net/news/ balmain-for-hm/ Figure 6 - Nagle, M. 2017. Pedestrians pass in front of a H&M story in New York. [Online]. [Accessed 25th April 2018]. Available from: https://www.sfgate.com/business/article/H-M-investors-worry-that-management-is-12616578.php Figure 7 - Montag, D. 2016. H&M Conscious Exclusive Collection 2016. [Online]. [Accessed 25th April 2018]. Available from: http://basmamagazine.com/2016/03/21/hm-conscious-exclusive-collection-2016/ Figure 8 - Spedding, E. 2018. 12 “Where Did You Get That?” Pieces From H&M. [Online]. [Accessed 25th April 2018]. Available from: https://www.whowhatwear.co.uk/hm-best-buys--5a96c642c322c/slide2 Figure 9 - Laws of Style. 2017. H&M Studio AW17. [Online]. [Accessed 25th April 2018]. Available from: http://www.lawsofstyle.co.uk/ hm-studio-aw17/ Figure 10 - H&M. 2016. H&M X Kenzo. [Online]. [Accessed 25th April 2018]. Available from: http://www.elleuk.com/fashion/what-to-wear/articles/a32416/how-to-shop-kenzo-for-hm-collaboration/ Figure 11 - Vogue. 2016. What’s on Your Kenzo X H&M Wish List? [Online]. [Accessed 25th April 2018]. Available from: http://www. vogue.co.uk/gallery/kenzo-hm-collaboration-look-book Figures 12-21 - Pearch, O.H. 2016. The Full Kenzo X H&M Lookbook Is Here. [Online]. [Accessed 25th April 2018]. Available from: https:// fashionista.com/2016/10/kenzo-hm-look-book#&gid=ci01f8af8a300024a8&pid=6106_lb_105_srgb_300dpijpg Figure 22 - Pearch, O.H. 2016. The Full Kenzo X H&M Lookbook Is Here. [Online]. [Accessed 25th April 2018]. Available from: https:// fashionista.com/2016/10/kenzo-hm-collection-prices#&gid=ci01f8af8a300024a8&pid=6106_lb_211_srgb_300dpijpg Figures 23-25 – Vogue. 2016. What’s on Your Kenzo X H&M Wish List? [Online]. [Accessed 25th April 2018]. Available from: http:// www.vogue.co.uk/gallery/kenzo-hm-collaboration-look-book Figure 26 – Kenzo. 2018. Jackie Flower Dress. [Online]. [Accessed 25th April 2018]. Available from: https://www.kenzo.com/en/-jackieflower--dress-F852RO02553G.83.38.html?cgid=1404 Figure 27 - Vogue. 2016. Layered dress. [Online]. [Accessed 25th April 2018]. Available from: http://www.vogue.co.uk/gallery/kenzo-hm-collaboration-look-book Figure 28 – Adriano, B. 2013. Kenzo Spring Summer 13 Campaign. [Online]. [Accessed 25th April 2018]. Available from: http://fuckingyoung.es/kenzo-springsummer-2013-campaign/

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Figure 29 – H&M. 2016. Inside The Kenzo X H&M Event. [Online]. [Accessed 25th April 2018]. Available from: http://www2.hm.com/ en_gb/life/fashion/the-circus/inside-the-kenzo-x-h-m-event.html Figure 30-33 – Kenzo. 2016. Kenzo X H&M. [Online]. [Accessed 25th April 2018]. Available from: https://www.kenzo.com/en/kenzoxhm Figure 34-36 - Kenzo. 2016. Kenzo X H&M. [Online]. [Accessed 25th April 2018]. Available from: https://www.kenzo.com/en/kenzoxhm Fiugre 37 – Kovac, M. 2016. Kenzo X H&M launches today and people have been queing for hours. [Online]. [Accessed 25th April 2018]. Available from: http://metro.co.uk/2016/11/03/kenzo-x-hm-launches-today-and-people-have-been-queuing-forhours-6231564/ Figure 38 - Young, S. 2016. Kenzo X H&M arrival marked with overnight queues, extortionate ebay lots, and technical difficulties.

[Online]. [Accessed 25th April 2018]. Available from: https://www.independent.co.uk/life-style/fashion/kenzo-hm-collaboration-collection-launch-ebay-a7395366.html Figure 39 - Pinterest. No Date. No Title. [Online]. [Accessed 25th April 2018]. Available from: https://www.pinterest.co.uk/ pin/859343172622156653/ Figure 40 - Pinterest. No Date. No Title. [Online]. [Accessed 25th April 2018]. Available from: https://www.pinterest.com/ pin/563935184576046551/ Figure 41 - Tumblr. No Date. No Title. [Online]. [Accessed 25th April 2018]. Available from: https://78.media.tumblr.com/b6c372bcc3edba345baea19f18029000/tumblr_o5k8etc5Ac1r4c32qo4_1280.jpg Figure 42 - Pinterest. No Date. No Title. [Online]. [Accessed 25th April 2018]. Available from: https://www.pinterest.co.uk/ pin/513199320026368941/ Figure 43 - Pinterest. No Date. No Title. [Online]. [Accessed 25th April 2018]. Available from: https://www.pinterest.co.uk/ pin/363736107396752964/ Figure 44-46 – Askew, G.L. Inspired by Andy Warhol, Self Portraits. [Online]. [Accessed 25th April 2018]. Available from: http://www.thefader.com/2017/01/23/migos-interview-culture Figure 47 - Pinterest. No Date. No Title. [Online]. [Accessed 25th April 2018]. Available from: https://www.pinterest.co.uk/ pin/323485185726151869/ Figure 48 - Pinterest. No Date. No Title. [Online]. [Accessed 25th April 2018]. Available from: https://www.pinterest.co.uk/ pin/135459901275029996/ Figure 49 – Wood, N. 2017. Migos. [Online]. [Accessed 25th April 2018]. Available from: https://www.gq.com/story/migos-bet-awardsbehind-the-scenes-style Figure 50 – GQ. 2017. That Time Migos Met Mike Tyson. [Online]. [Accessed 25th April 2018]. Available from: https://www.gq.com/ story/that-time-migos-met-mike-tyson Figure 51 - Pinterest. No Date. No Title. [Online]. [Accessed 25th April 2018]. Available from: https://www.pinterest.co.uk/pin/A4-yHgAQQKcLlVTTRAjv46w/ Figure 52 – Electric Circus. 2017. Migos. [Online]. [Accessed 25th April 2018]. Available from: http://electriccircus.co/migos-recordedan-official-version-of-dab-of-ranch/ Figure 53 - Pinterest. No Date. No Title. [Online]. [Accessed 25th April 2018]. Available from: https://www.pinterest.co.uk/ pin/87046205282993006/

Figure 54 - Pinterest. No Date. No Title. [Online]. [Accessed 25th April 2018]. Available from: https://www.pinterest.co.uk/ pin/464785624018523376/ Figure 55 – Becker, D. 2018. Migos. [Online]. [Accessed 25th April 2018]. Available from: https://cassiuslife.com/44690/migos-beats-1interview-joe-budden-culture-ii/ Figure 56 – Up Scale Hype. 2017. Migos at Coachella. [Online]. [Accessed 25th April 2018]. Available from: http://www.upscalehype. com/2017/04/migos-takeoff-performs-wearing-haider-ackermann-shirt-louis-vuitton-belt-and-amiri-jeans-at-coachella/ Figure 57 – Wong, K. 2017. Migos. [Online]. [Accessed 25th April 2018]. Available from: http://www.iamkevinwong.com/#0 Figure 58 – Sizzle Menswear. 2017. Offset in Fear of God X Evident Future Jacket Out in New York. [Online]. [Accessed 25th April 2018].

Available from: http://sizzlemenswear.com/offset-fear-god-x-evident-future-jacket-new-york/ Figure 59 – Nice Kicks. 2018. Quavo. [Online]. [Accessed 25th April 2018]. Available from: https://www.nicekicks.com/celebrity-sneaker-stalker-january-mvp/ Figure 60 - GQ. 2017. That Time Migos Met Mike Tyson. [Online]. [Accessed 25th April 2018]. Available from: https://www.gq.com/story/that-time-migos-met-mike-tyson Figure 61 – Dipasupi, D. 2018. Migos. [Online]. [Accessed 25th April 2018]. Available from: http://www.zimbio.com/photos/Quavo/ Sir+Lucian+Grainge+2018+Artist+Showcase+Presented/_uqhTW0jhZz Figure 62 – News Locker. No Date. No Title. [Online]. [Accessed 25th April 2018]. Available from: http://www.newslocker.com/en-us/ region/cleveland/atlanta-rap-trio-migos-rides-staccato-style-to-no-1-with-bad-and-boujee/ Figure 63 – 64 – Yung Rich Nation Official Instagram. 2017. [Online]. [Accessed 25th April 2018]. Available from: https://www.instagram.com/yungrichnationofficial/ Figure 65 – Yung Rich Nation. 2018. Rack Suit. . [Online]. [Accessed 25th April 2018]. Available from: https://www.yungrichnation.com/ collections/arrivals/products/rack-suit Figure 66 – Schildhorne, J. 2018. Migos Culture 2 Merch. [Online]. [Accessed 25th April 2018]. Available from: http://www.complex. com/style/2018/01/migos-culture-2-merch Figures 67 – 75 – Yung Rich Nation. 2018. Clothing. [Online]. [Accessed 25th April 2018]. Available from: https://www.yungrichnation. com Figures 76 – 78 – Pony. 2018. Pony X Joey Bada$$. [Online]. [Accessed 25th April 2018]. Available from: https://pony.com/collections/ pony-x-joey-badass Figure 79 – Bee, O. 2017. Migos Cover Shoot. [Online]. [Accessed 25th April 2018]. Available from: https://www.billboard.com/photos/7717201/migos-photos-quavo-offset-takeoff Figure 80 (All images) – WGSN Menswear Team. 2016. Men’s Colour A/W 18/19: Worldhood. [Online]. [Accessed 25th April 2018]. Available from: https://0-www-wgsn-com.wam.leeds.ac.uk/content/board_viewer/#/69512/page/1 Figure 81 (All images) - WGSN Menswear Team. 2016. Men’s Colour A/W 18/19: The Thinker. [Online]. [Accessed 25th April 2018]. Available from: https://0-www-wgsn-com.wam.leeds.ac.uk/content/board_viewer/#/69516/page/1 Figure 82 – Kirk. C. 2017. Rolling Stone. [Online]. [Accessed 25th April 2018]. Available from: https://www.rollingstone.com/music/features/bad-and-boujee-inside-atlanta-rap-trio-migos-wild-world-w465205

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Figure 83 - Pinterest. No Date. No Title. [Online]. [Accessed 25th April 2018]. Available from: https://www.pinterest.co.uk/ pin/549579960771380521/ Figures 84-87- WGSN. 2018. Textiles Sourcing Guide A/W 18/19. [Online]. [Accessed 25th April 2018]. Available from: https://0-wwwwgsn-com.wam.leeds.ac.uk/content/board_viewer/#/74285/page/13 Figure 88 - Dm Fashion Book. 2017. Offset. [Online]. [Accessed 25th April 2018]. Available from: http://www.dmfashionbook. com/2017/01/26/hip-hop-fashion-juelz-santana-offset-wear-fear-of-god-x-purpose-tour-xo-barneys-new-york-chambray-drawstringpants/ Figures 89-92 - WGSN. 2018. Textiles Sourcing Guide A/W 18/19. [Online]. [Accessed 25th April 2018]. Available from: https://0-wwwwgsn-com.wam.leeds.ac.uk/content/board_viewer/#/74285/page/13 Figure 93 – Sizzle Menswear. 2017. Migos in Floral Shirts. [Online]. [Accessed 25th April 2018]. Available from: http://sizzlemenswear. com/migos-in-floral-shirts-2017-bet-awards/ Figures 94-97 - WGSN. 2018. Textiles Sourcing Guide A/W 18/19. [Online]. [Accessed 25th April 2018]. Available from: https://0-wwwwgsn-com.wam.leeds.ac.uk/content/board_viewer/#/74285/page/13 Figure 98 – Daily Mail. 2018. Migos. [Online]. [Accessed 25th April 2018]. Available from: http://www.dailymail.co.uk/tvshowbiz/article-5338489/Migos-rapper-Quavo-roughed-Eric-Jeweler-NYC.html Figures 99-102 - WGSN. 2018. Textiles Sourcing Guide A/W 18/19. [Online]. [Accessed 25th April 2018]. Available from: https://0-wwwwgsn-com.wam.leeds.ac.uk/content/board_viewer/#/74285/page/13 Figure 103 – Wong, K. 2017. Migos. [Online]. [Accessed 25th April 2018]. Available from: http://www.nicekicks.com/interview-migosbrought-sauce-agenda-las-vegas/ Figures 104-107 - WGSN. 2018. Textiles Sourcing Guide A/W 18/19. [Online]. [Accessed 25th April 2018]. Available from: https://0-wwwwgsn-com.wam.leeds.ac.uk/content/board_viewer/#/74285/page/13 Figure 108 – Daily Mail. 2018. Migos. [Online]. [Accessed 25th April 2018]. Available from: http://www.dailymail.co.uk/tvshowbiz/article-5338489/Migos-rapper-Quavo-roughed-Eric-Jeweler-NYC.html Figures 109-112 - WGSN. 2018. Textiles Sourcing Guide A/W 18/19. [Online]. [Accessed 25th April 2018]. Available from: https://0-wwwwgsn-com.wam.leeds.ac.uk/content/board_viewer/#/74285/page/13 Figure 113 – Hype Staff. 2018. Migos. [Online]. [Accessed 25th April 2018]. Available from: https://hypemagazine.co.za/2018/01/23/ peep-all-the-producers-that-worked-on-migos-culture-2-album/ Figures 114-117 – Paget, N. 2017. Design Development A/W 18/19: Trousers. [Online]. [Accessed 25th April 2018]. Available from: https://0-www-wgsn-com.wam.leeds.ac.uk/content/board_viewer/#/71736/page/6 Figure 118 – Pinterest. No Date. No Title. [Online]. [Accessed 25th April 2018]. Available from: https://www.pinterest.co.uk/ pin/571042427742569607/ Figure 119 – Flaunt Magazine. 2017. Migos. [Online]. [Accessed 25th April 2018]. Available from: http://www.flaunt.com/content/music/ migos Figures 120-123 - Paget, N. 2017. Design Development A/W 18/19: Men’s Shirts & Woven Tops. [Online]. [Accessed 25th April 2018].

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Figures 124-127 – Paget, N. 2017. Design Development A/W 18/19: Cut & Sew. [Online]. [Accessed 25th April 2018]. Available from: https://0-www-wgsn-com.wam.leeds.ac.uk/content/board_viewer/#/71758/page/4 Figure 128 - Pinterest. No Date. No Title. [Online]. [Accessed 25th April 2018]. Available from: https://www.pinterest.co.uk/ pin/694961786222549572/ Figure 129 – GQ. 2018. Marcelo Burlon County of Milan A/W 2018 Menswear Collection. [Online]. [Accessed 25th April 2018]. Available from: http://www.gq-magazine.co.uk/shows/autumnwinter-2018-menswear/marcelo-burlon-county-of-milan-brand/collection Figure 130 – Vogue. 2018. Ami Alexandre Mattiussi Fall 2018 Menswear. [Online]. [Accessed 25th April 2018]. Available from: https:// www.vogue.com/fashion-shows/fall-2018-menswear/ami Figure 131 – GQ. 2018. Ovadia & Sons A/W 2018 Menswear. [Online]. [Accessed 25th April 2018]. Available from: http://www.gq-magazine.co.uk/shows/autumnwinter-2018-menswear/ovadia-sons-brand/collection Figure 132 – GQ. 2018. Versace A/W 2018 Menswear. [Online]. [Accessed 25th April 2018]. Available from: http://www.gq-magazine. co.uk/shows/autumnwinter-2018-menswear/versace/collection Figure 133 - GQ. 2018. Dolce & Gabbana A/W 2018 Menswear. [Online]. [Accessed 25th April 2018]. Available from: http://www. gq-magazine.co.uk/shows/autumnwinter-2018-menswear/dolce-gabbana/collection Figure 134 - GQ. 2018. Marcelo Burlon County of Milan A/W 2018 Menswear Collection. [Online]. [Accessed 25th April 2018]. Available from: http://www.gq-magazine.co.uk/shows/autumnwinter-2018-menswear/marcelo-burlon-county-of-milan-brand/collection Figure 135 – GQ. 2018. Louis Vuitton A/W 2018 Menswear. [Online]. [Accessed 25th April 2018]. Available from: http://www.gq-magazine.co.uk/shows/autumnwinter-2018-menswear/louis-vuitton/collection Figure 136 – Vogue. 2018. Dior Homme Fall 2018 Menswear. [Online]. [Accessed 25th April 2018]. Available from: https://www.vogue. com/fashion-shows/fall-2018-menswear/dior-homme/slideshow/collection#27 Figure 137 – Vogue. 2018. Sunnei A/W 2018 Menswear. [Online]. [Accessed 25th April 2018]. Available from: http://www.vogue.co.uk/ shows/autumn-winter-2018-menswear/sunnei/collection Figure 138 – Vogue. 2018. Fendi Fall 2018 Menswear. [Online]. [Accessed 25th April 2018]. Available from: https://www.vogue.com/ fashion-shows/fall-2018-menswear/fendi/slideshow/collection#31 Figure 139 – GQ. 2018. Versace A/W 2018 Menswear. [Online]. [Accessed 25th April 2018]. Available from: http://www.gq-magazine. co.uk/shows/autumnwinter-2018-menswear/versace/collection Figure 140 – GQ. 2018. Prada A/W 2018 Menswear. [Online]. [Accessed 25th April 2018]. Available from: http://www.gq-magazine. co.uk/shows/autumnwinter-2018-menswear/prada/collection Figure 141 - GQ. 2018. Gucci A/W 2018 Menswear. [Online]. [Accessed 25th April 2018]. Available from: http://www.gq-magazine.co.uk/ shows/autumnwinter-2018-menswear/gucci/collection Figure 142 – GQ. 2018. Dolce and Gabbana A/W 2018 Menswear. [Online]. [Accessed 25th April 2018]. Available from: http://www. gq-magazine.co.uk/shows/autumnwinter-2018-menswear/dolce-gabbana/collection Figure 143 – Women’s Wear Daily. 2018. Clot Men’s Fall 2018. [Online]. [Accessed 25th April 2018]. Available from: http://wwd.com/runway/mens-fall-collections-2018/new-york/clot/review/ Figure 144 – Hype Beast. 2018. Vetements 2018 Fall Winter. [Online]. [Accessed 25th April 2018]. Available from: https://hypebeast. com/2018/1/vetements-2018-fall-winter

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Figure 145 – Vogue. 2018. Versace Fall 2018 Menswear. [Online]. [Accessed 25th April 2018]. Available from: https://www.vogue.com/ fashion-shows/fall-2018-menswear/versace Figure 146 – Vogue. 2018. Dior Homme Fall 2018 Menswear. [Online]. [Accessed 25th April 2018]. Available from: https://www.vogue. com/fashion-shows/fall-2018-menswear/dior-homme/slideshow/collection#27 Figure 147 – Vogue. 2018. Calvin Klein 205W39NYC A/W 2018. [Online]. [Accessed 25th April 2018]. Available from: http://www.vogue. co.uk/shows/autumn-winter-2018-ready-to-wear/calvin-klein-collection Figure 148 - GQ. 2018. Balenciaga A/W 2018 Menswear. [Online]. [Accessed 25th April 2018]. Available from: http://www.gq-magazine. co.uk/shows/autumnwinter-2018-menswear/balenciaga/collection Figure 149 - Vogue. 2018. Christopher Raeburn Fall 2018 Menswear. [Online]. [Accessed 25th April 2018]. Available from: https://www. vogue.com/fashion-shows/fall-2018-menswear/christopher-raeburn Figure 150 – Vogue. 2018. Prada Fall 2018 Menswear. [Online]. [Accessed 25th April 2018]. Available from: https://www.vogue.com/ fashion-shows/fall-2018-ready-to-wear/prada Figure 151 – Canacope Guadalajara. No Date. No Title. [Online]. [Accessed 25th April 2018]. Available from: http://canacopegdl.com/ single.php?id=https://assets.capitalxtra.com/2017/21/migos-1495722113-view-0.jpg Figure 152 – H&M. 2018. Men’s Clothing. [Online]. [Accessed 25th April 2018]. Available from: http://www2.hm.com/en_gb/men.html Figure 153 – H&M. 2018. Short-sleeve shirt Regular fit. [Online]. [Accessed 25th April 2018]. Available from: http://www2.hm.com/ en_gb/productpage.0557728001.html Figure 154 – River Island. 2018. Blue short sleeve floral print shirt. [Online]. [Accessed 25th April 2018]. Available from: https://www. riverisland.com/p/blue-short-sleeve-floral-print-shirt-307194 Figure 155 – Zara. 2018. Printed bowling polo shirt. [Online]. [Accessed 25th April 2018]. Available from: https://www.zara.com/uk/en/ printed-bowling-polo-shirt-p05644404.html?v1=5930037&v2=1046053 Figure 156 – H&M. 2018. Hooded top with a motif. [Online]. [Accessed 25th April 2018]. Available from: http://www2.hm.com/en_gb/ productpage.0510398018.html Figure 157 – River Island. 2018. Pink ‘carpe diem’ print hoodie. [Online]. [Accessed 25th April 2018]. Available from: https://www.riverisland.com/p/pink-carpe-diem-print-hoodie-306727 Figure 158 – Zara. 2018. Printed sweatshirt. [Online]. [Accessed 25th April 2018]. Available from: https://www.zara.com/uk/en/printed-sweatshirt-p05372413.html?v1=5997036&v2=810508 Figure 159 – H&M. 2018. Checked trousers. [Online]. [Accessed 25th April 2018]. Available from: http://www2.hm.com/en_gb/productpage.0597079002.html Figure 160 – River Island. 2018. Grey check skinny smart trousers. [Online]. [Accessed 25th April 2018]. Available from: https://www. riverisland.com/p/grey-check-skinny-smart-trousers-304838 Figure 161 – Zara. 2018. Pinstripe trousers. [Online]. [Accessed 25th April 2018]. Available from: https://www.zara.com/uk/en/pinstripe-trousers-p04115650.html?v1=5465035&v2=551504 Figure 162 – H&M. 2018. Printed denim jacket. [Online]. [Accessed 25th April 2018]. Available from: http://www2.hm.com/en_gb/productpage.0592828001.html

Figure 163 – River Island. 2018. Blue borg lined denim jacket. [Online]. [Accessed 25th April 2018]. Available from: https://www.riverisland.com/p/blue-borg-lined-denim-jacket-304748 Figure 164 – Zara. 2018. Denim jacket with ring detail. [Online]. [Accessed 25th April 2018]. Available from: https://www.zara.com/uk/ en/denim-jacket-with-ring-detail-p01821305.html?v1=5322263&v2=828365 Figure 165 – H&M. 2017. The Top 10 Menswear Trends – And How You Wear Them. [Online]. [Accessed 25th April 2018]. Available from: http://www2.hm.com/pt_pt/life/fashion/featured-fashion/the-season_s-10-biggest-menswear-trends.html Figure 166 – Amazon. 2018. Migos. [Online]. [Accessed 25th April 2018]. Available from: https://www.amazon.com/Migos/e/ B015V1MZ14 Figure 167 – WGSN, 2018. Cut & Sew American Fit Layering Tee. [Online]. [Accessed 25th April 2018]. Available from: https://0-wwwwgsn-com.wam.leeds.ac.uk/library/results/f4c51a2736fde26b7cb3bc88a52ec81e/ Figure 168 – WGSN, 2018. Western Shirt. [Online]. [Accessed 25th April 2018]. Available from: https://0-www-wgsn-com.wam.leeds. ac.uk/library/results/f4c51a2736fde26b7cb3bc88a52ec81e/ Figure 169 – Vecteezy. 2018. Zebra Print Background Vector. [Online]. [Accessed 25th April 2018]. Available from: https://www.vecteezy.com/vector-art/95467-zebra-print-background-vector Figure 170 – Aliexpress. 2018. 2 Pattern Dark Blue Floral. [Online]. [Accessed 25th April 2018]. Available from: https://www.aliexpress.com/item/2-Pattern-Dark-Blue-Floral-Stripe-Digital-Print-Fabric-Woven-Upholstery-Sofa-Armchair-Decorative-Cloth140cm/32808124581.html Figure 171 – Pantone. 2018. Find a Colour. [Online]. [Accessed 25th April 2018]. Available from: https://www.pantone.com/color-finder Figure 172 - Pantone. 2018. Find a Colour. [Online]. [Accessed 25th April 2018]. Available from: https://www.pantone.com/color-finder Figure 173 – WGSN, 2018. Cut & Sew Heavy Washed Hoody. [Online]. [Accessed 25th April 2018]. Available from: https://0-www-wgsncom.wam.leeds.ac.uk/library/results/f4c51a2736fde26b7cb3bc88a52ec81e/ Figure 174 - 123RF. 2018. Plum flower gold on black background. [Online]. [Accessed 25th April 2018]. Available from: https://www.123rf.com/photo_62970560_stock-vector-plum-flower-gold-on-black-background-seamless-vector-pattern-.html Figure 175 – WGSN, 2018. Antifit Trucker. [Online]. [Accessed 25th April 2018]. Available from: https://0-www-wgsn-com.wam.leeds. ac.uk/library/results/f4c51a2736fde26b7cb3bc88a52ec81e/ Figure 176 – Chrisanne Clover. 2015. Poppy Embroidered Flower Motif S-YEL-SAF. [Online]. [Accessed 25th April 2018]. Available from: https://www.chrisanne-clover.com/product/poppy_embroided_flower_motif_s-yel-saf?category=florality Figure 177 – Pantone. 2018. Find a Colour. [Online]. [Accessed 25th April 2018]. Available from: https://www.pantone.com/color-finder Figure 178 – Pantone. 2018. Find a Colour. [Online]. [Accessed 25th April 2018]. Available from: https://www.pantone.com/color-finder Figure 179 – WGSN, 2018. Neat MA1. [Online]. [Accessed 25th April 2018]. Available from: https://0-www-wgsn-com.wam.leeds.ac.uk/ library/results/f4c51a2736fde26b7cb3bc88a52ec81e/ Figure 180 – MJ Trends. 2018. Snakeskin Black Crocodile. [Online]. [Accessed 25th April 2018]. Available from: http://www.mjtrends. com/gridview-Snakeskin

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Figure 181 - WGSN, 2018. Slim Cropped Trouser. [Online]. [Accessed 25th April 2018]. Available from: https://0-www-wgsn-com.wam. leeds.ac.uk/library/results/f4c51a2736fde26b7cb3bc88a52ec81e/ Figure 182 – Pantone. 2018. Find a Colour. [Online]. [Accessed 25th April 2018]. Available from: https://www.pantone.com/color-finder Figure 183 – Pantone. 2018. Find a Colour. [Online]. [Accessed 25th April 2018]. Available from: https://www.pantone.com/color-finder Figure 184 – WGSN, 2018. Slim Cropped Trouser. [Online]. [Accessed 25th April 2018]. Available from: https://0-www-wgsn-com.wam. leeds.ac.uk/library/results/f4c51a2736fde26b7cb3bc88a52ec81e/ Figure 185 - WGSN, 2018. Round Sunglasses. [Online]. [Accessed 25th April 2018]. Available from: https://0-www-wgsn-com.wam. leeds.ac.uk/library/results/f4c51a2736fde26b7cb3bc88a52ec81e/ Figure 186 – Pantone. 2018. Find a Colour. [Online]. [Accessed 25th April 2018]. Available from: https://www.pantone.com/color-finder Figure 187 – Pantone. 2018. Find a Colour. [Online]. [Accessed 25th April 2018]. Available from: https://www.pantone.com/color-finder Figure 188 – Capital Records. 2018. Migos Culture 2. [Online]. [Accessed 25th April 2018]. Available from: http://www.theonlinecurrent. com/culture/migos-culture-ii-falls-flat/article_6857e610-174d-11e8-8386-67936cbac966.html Figure 189 – Sawyer, J. 2017. Here’s What Went Down at Migos’s Wild Album Launch Party. [Online]. [Accessed 29th April 2018]. Available from: https://www.highsnobiety.com/2017/01/27/migos-culture-album-launch-party/ Figure 190 – Instagram. 2018. Migos. [Online]. [Accessed 25th April 2018]. Available from: https://www.instagram.com/migos/ Figure 191 – Facebook. 2018. H&M. [Online]. [Accessed 25th April 2018]. Available from: https://www.facebook.com/hmunitedkingdom/?brand_redir=21415640912 Figure 192 – Montreality YouTube. 2017. MIGOS x MONTRALITY Interview. [Online]. [Accessed 25th April 2018]. Available from: https:// www.youtube.com/watch?v=pmWORtNBl1A Figure 193 – Metro Lyrics. 2018. Migos Photos. [Online]. [Accessed 25th April 2018]. Available from: http://www.metrolyrics.com/migos-pictures.html#/pic-281667799 Figure 194 – Kpmarek. 2008. Nokia N96 UK Billboard Ad. [Online]. [Accessed 25th April 2018]. Available from: https://www.flickr.com/ photos/kpmarek/3003223053 Figure 195 – Amran. No Date. Helmut Lang Retail Bag. [Online]. [Accessed 25th April 2018]. Available from: http://www.amraninc.com/ AMRAN-Helmut-Lang-retail-bag Figure 196 – Shopdeca. 2018. O Kleiderbügel aus Lotusholz ab 1.64 CHF Stk. [Online]. [Accessed 25th April 2018]. Available from: https://www.shopdeca.ch/kleiderbügel/lotusholz/ Figure 197 – Rap Snacks. 2018. Migos White Cheddar with a Dab of Ranch. [Online]. [Accessed 25th April 2018]. Available from: https://www.repriced.org/products/migos-white-cheddar-with-a-dab-of-ranch-rap-snacks Figure 198 – H&M. 2018. #H&MXME. [Online]. [Accessed 25th April 2018]. Available from: http://www2.hm.com/en_gb/free-form-campaigns-s03/hm-gallery.html Figure 199 - Pinterest. No Date. No Title. [Online]. [Accessed 25th April 2018]. Available from: https://www.pinterest.co.uk/ pin/486740672221024338/

Figure 200 - Pinterest. No Date. No Title. [Online]. [Accessed 25th April 2018]. Available from: https://www.pinterest.co.uk/ pin/396105729711925252/ Figure 201 - Pinterest. No Date. No Title. [Online]. [Accessed 25th April 2018]. Available from: https://www.pinterest.co.uk/ pin/744501382120295472/ H&M Logo.

Freebie Supply. 2018. H&M Logo. [Online]. [Accessed 25th April 2018]. Available from: https://freebiesupply.com/logos/hm-logo/

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