Level 3 proposal by Phoebe

Fig 1.

Phoebe Dewbury N0699029

LEVEL 3 RESEARCH PROPOSALS. 1

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Contents. 4-6

Intro & Preface.

7-8

FCP process

9-29 Idea 1.

29-45

Idea 2.

Action Plan

47-55

Appendix

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what are my TWO ideas?

An exploration of healthy eating and architectural innovation within retail space.

An investigation into student wellbeing and millenial food convinience. 4

reface &

lection.

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To begin my third year research dissertation proposals I wanted to reflect upon my creative journey across FCP and the process. I have always enjoyed researching, making links and references so the contextual stage is integral for my idea generation, but also the framework for my big idea.

This is an identified area of strength, having also analysed the weaknesses its important that I donâ&#x20AC;&#x2122;t get carried away with the execution so early on and start thinking of product led outcomes as I need to be less literal and come up with communication strategies. I am very visual with my promotional approach; I have found that during FCP graphic design and photography have been my most used skills deriving from a background in these areas. These are also the career ambitions that are the most invigorating for me as a creative, especially when combining these disciplines and creating mixed media post production.

Furthermore, with my career aspirations reflecting strongly in the areas of an Art director and Graphic Designer, I want to utilize these subjects of interest to create a vision in my self-devised project. My research proposals touch upon each stage of the creative process and with the insights and research, could transition into visual insights. Whereby I can use my photography skills over summer to gain further ethnographic and primary research to generate these insights, which I can then in tern, interpret in an info graphic format.

My inspiration for my first idea derives back to my summer brief and the FASH10105 visual awareness task where we were given a trend and a brand, in which we had to visually use FCP to think laterally. My trend was ‘the purist’ which I really engaged with and it encouraged a conceptual way of thinking. Focusing on mainly 90s minimalism and architectural influences, my passion for these two areas grew. Particularly as the research was during the New York trip and I was able to use my photos and findings and suitably integrate it into my research. The project challenged new ways of thinking and made me visually, from a graphic design perspective, ‘problem solve’, which is a key area of interest. The trend has a utilitarian luxurious edge, the minimalist clothing and architecture has become the foundation for my design inspiration. This minimalism macro trend is particularly apparent in athleisure clothing, the aesthetic is really crisp and structural as sports wear is becoming more custom and based around silhouette the two merge together cohesively as a concept as the chairman of moncler states ‘it’s not just a trend, it’s a lifestyle’ (Raffi, 2010)Athleisure like food and fashion are not only a combination of the two but also have this ‘convenience’ lifestyle choice as the overarching theme with the millennial mindset.

.............. On my art foundation year, we were briefed with an architecture project. Whereby I researched the topic and interpreted clothing literally as shelter for the body, just like architecture provides shelter… the correlation between clothing and architecture even then really sparked ideas about retail space. Particularly as I explored this through photography and double exposure and was able to respond to it in an interesting visual way. Magazines such as kinfolk and cereal magazine are my visual design inspiration for the creative concept part of the FCP process which embody an architectural aesthetic.

FCP PROCESS Areas of interest EC

EX Visual Merchandising

Art Editor

Photographer

Art Director

Advertising

Journalist

VE TI T EA CR CEP N CO

Graphic Designer

Events management

Stylist

Marketing

Buying

Research

Cartographer

Trend Forecasting

G BI E EA ID

Editor

As you can see my from the FCP triangle my areas of strength are within the execution sector. I like to be a part of each stage of the fcp process, however the execution is where I am strongest in, and I like to be in charge of the final outcome. This role is apparent within the creative director role and with art direction which oversee the creative process. These two roles are future roles which I could see myself working in perhaps within the luxury sector, having worked at ‘Hunter’ for my work experience and met Alistair Willis (Creative director) I saw him at the campaign photoshoot and overseeing creative decisions and analyzing campaign imagery which for me was the inspiration for creative direction.

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I also shadowed and was a part of the graphic design team for the same week which was a role I equally aspire to. Being behind the lens has always been an enduring interest and across my time on FCP I have continuously collaborated with fashion design student ‘Anna Deeth’ and helped her style shoots with her garments being the focal point; photography, location and post production are all things which I enjoy. Ideally finding a role which embodies any of the above skills would be suitable for me in industry. 7

SWOT Analysis S

Image manipulation/mixed media Graphic design Photography VM experience Layout and design aesthetics Website design Making references and links Curiosity

Time keeping Grammar Social media content Book binding Communicating ideas to groups Strategic thinking Ability to Take Criticism

Keep practising presentations without notes to overcome nerves. Find more work experience in graphic design and Photography Communication skills Continue to do further reading

Decision making Leadership skills Literal thinking â&#x20AC;&#x201C; need to be more outside the box Working to a deadline

T 8

1 An exploration of healthy eating and architectural innovation within the retail space

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â&#x20AC;&#x2DC;Whatever unconscious associations are being triggered by the environment, and whatever mood results from what each consumer has experienced and experiences in that context, are present to influence the behavior that takes placeâ&#x20AC;&#x2122; Consumerology (Graves,2010)

A quote from consumer.ology whereby the quote is referring to the context of which environmental spaces are influential physiologically on consumer behavior.

Fig6. Some may argue that the luxury sector are using their space, authenticity and brand loyalty to their advantage making the experience more ‘memorable’ whereas the high-street struggle to capture the attention of Gen Z and millennials on the move, only shopping in store when they have to for basics etc... Whenever I am shopping VM and retail space are always things I take into consideration, from personal experience, it’s a credential part of the shopping process. If millennials are making the effort to come to a store it’s got to be worthwhile, whether that be interactive or through store layout concepts. Social media is the connecting mouth piece for this and it communicates to consumers shopping in store notifying them, motivating repeat purchases.

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In the future I envisage myself working in the luxury sector, it has always appealed to me, particularly when I stepped in to the flagship store of ralph Lauren New York and came across ‘ralphs café’. This is where my idea for this project stimulated from, the concept of instore experience within retail and luxury space and what are the challenges that they face. As a generation of millennials we seek convenience and now, whether that be for food or fashion, we predominantly shop online which can be detrimental on brands. Companies are now competing with the digital market, always thinking of new ways to be elusive and create in store innovation for their consumer.

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Food as a social and in store indicator is something that luxury have really focused on business of fashion state ‘ food is the glue for retail’ (Bearne ,2015)and my idea looks at how high-street brands can incorporate healthy food in store making it more accessible and touching on the ‘convenience’ that our generation is homing in on. Food photography even through the ages has been aspirational and now that stores are focusing on this it will encourage purchase, as a consumer is more likely to share their experience ‘The newest kids on the block want to eat what they see on social media, and they want to put on social media whatever they eat’ (Skenazy,2016) food blogger and founder of free range kids. Heading into the fast fashion sector, there’s a disconnection between consumer demands and options offered by traditional retailers. For example ralphs café in New York, is inspired by a vintage retro interior which pin point’s authenticity on reflection upon the brand story and ralphs personal experiences in the Hamptons to inspire the design.

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Bikini Berlin

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When I visited Bikini Berlin it was unexpectedly interactive with swings and a Zen like chill area, but awaiting guests was an innovative culinary experience that could not be found in any other Berlin shopping mall, its concept driven. The food choice was so vast and became the highlight of the experience, and of course so aesthetically pleasing I posted an Instagram story of it because it was so cultural and colorful according to wgsn ‘diversity will be one of the main drivers for future food culture’. (Radin 2017) The mall was organic and the vibe was very natural even the VM was made of raw material which reflected the theme as did the food and fashion, there was a lot of craft. It’s these sorts of experiences in store and within the location that affect our buying habits, overall needing to become experience based rather than product focused.

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.............. OLIV EAT - Berlin

Berlin - Prenzlauer Berg unknown resturant name

Bikini Berlin

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â&#x20AC;&#x153;Gen-Z want to feel good about their eating choices, so brands should work to better align with their beliefs.â&#x20AC;? WGSN(Radin,2018)

Insights:

Strategically noting real time feedback

Pop UP shops could be the way forward Interactive food innovation Instagram friendly

WGSN Lifestyle & Interiors / 04.05.17. The New food experience

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x Fig18.

Fig17. ARKET CAFES Brussels .copenhagen . London Both the H&M Café ‘its pleat’ and collaborated brand ‘Arket’ are aesthetically Pleasing with the interiors being minimalist and clean, it gives the high street brand a more ‘premium’ and with the extension of the café this has made H&M’s brand and retail space more niche. The cafes are ‘Instagram friendly’ which is a key marketing strategy. The interpretation of this luxe authenticity in store experience and clothes trends are translated using the ‘bubble up and treacle down effect’ this helps to develop the brands identity. (Harriet Posner) this method is an example of how high street and high end take inspiration from each other, H&M are architecturally and through food concepts are bridging this gap. 17

Arket Store

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'ITS PLEAT' - H & M CAFE Fig20.

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Consumer Profile

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Female Millenial middle class likes to gain a luxury experience in store but at at an affordable price seeks premium quality like to travel/ cultured likes shopping at highstreet brands Active with social media Healthy Goes to the gym takes pride in appearence likes home comforts

“

Customer experience is...the future of how physical retailers will generate revenue. Experiences won’t just sell products. Experiences will be the products Buisness of fashion (Stevens, 2017)

”

Cartogram

Fig24 Creating this cartogram has visually identified the food trends within innovative retail space. The cartogram identifies examples of retailers staging food experiences and touching upon cafĂŠ culture and how food can be a medium for extending trend lifestyle and enhancing sales. With regards to the future of retail space trends and innovation areas such as food concepts and food trends they are the driving force as well as technology asocial media platforms. 22

The food itself educates us culturally, we seek globally diverse food. Gen Z are known as being mindful eaters so with this food trend in mind they’re ‘increasingly conscious of what they put into their bodies and how it makes them feel’ (wgsn, Radin) which is something to consider in store. However according to a 2016 poll of 110 teenagers by business insider 59% believed that the mall was not a cool place to hang out. (Chiquoine, J. 2017). I believe that times have changed and with brands struggling to’ redefine themselves and remain relevant to a world of endless online options’ more concept driven shopping malls and innovative stores need to exist to make the experience more niche. Tech is also key consultancy HRC retail advisory found 90% of gen z surveyed feel that a ‘strong Wi-Fi signal a critical element of their shopping experience’, teens are looking to ‘engage with their friends rather than with brands’. (Chiquoine, J. 2017). What if there was a way of using concept mall experience to bridge the gap between social media and shopping? and try to make shopping more engaging. Therefore to enhance Brand exposure malls, could benefit from installing temporary pop up spaces that allow experimentation. Providing bricks and mortar to the retailers. (US mall strategies for gen z)

Having researched concept focused in store experiences I would say the consumer sits between the early adopter /early majority category within the diffusion of innovation. The food and retail environment are heightened by the early adopter, they help to trigger the ‘Critical Mass’ when they adopt an innovation. The food concept both physically and online has become the tipping point the trend has become a majority concern and influential. (Raymond, M.2014).

How is the idea FCP

//how might this translate 24

I am really interested in how we can improve retail experience, taking elements from the luxury sector what can we do to engage the young consumer in retail stores? They still value in store experience according to a study by IBM ‘68% of teens surveyed prefer to make the purchases in store’. (Shay,2017) But High street brands like Topshop or River Island due to higher price point and layout in store aren’t hitting the consumer demand of GEN Z, fast fashion brands like Zara are optimizing sales by trend focused clothing due to fast turnover. What are the most successful products in Topshop should they condense store product and make it more about store retail concept? Could Highstreet brands start to collaborate with more independent coffee shops or food concepts? From my secondary research I have realised that our shopping centre the ‘Victoria center’ appeals to more of an older market, with only a few shops attracting a Gen Z /millennial consumer. It needs to be more teen friendly and concept driven to engage consumers making them spend more ‘dwell time in store’. Perhaps the market upstairs, which is so hidden, should be more accessible and convenient. This would push the healthy food idea and creativity as food provides ‘artistic expression’. People find the Victoria center hot and dull, only shopping here when they have to. University cities such as bath’s brightly coloured external umbrella roofing or even cabot circus are examples of places that are more engaging. Nottingham , with the contrast of old highstreet stores and ‘Broad marsh’ is there a way of making the two equally appealing to visit, the stores on the high street being more high end and creating a luxurious experience is there a way of eliminating the divide and therefore making the retail stores less stressful and more premium?

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Primary Research:

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White rose are a charity shop based in Nottingham who focus on the importance of recyled fashion supporting the aegis trust. Recently in April the white rose 4 store opened its own ‘white rose coffee bar’ the coffee beans are rwandan which relates to white roses heritage and ethos but also offers an in store premium experience, differentiating themselves amongst local charity shop competitors. This I feel is a good example of a company adopting their in store strategies to improve customer experience. Sustainability is timely and therefore I feel it links well to the brands concept supporting not only charity but also enviromentally making impact through recyling in a premium way. Is this a concept the highstreet should be engaging with ??

'If your business can get beyond the aesthetics of what your experience looks like and as Steve Jobs said, “dig deeper” into how it actually works, you’ll have taken the first transformative step toward lasting differentiation'’. (Steven,2017)

Skype Call

Morgaine Gaye: Fig26

Aspirational posts of fashion and food are the driving force that motivates us.

food is stylized like fashion

Making healthy food more accessible to students; fast healthy simple ... a how to guide

KEY INSIGHTS

food related posts shows people who you are acts as a social mirror/indicator can be decieving just like selfies... Social media is the connecting mouthpiece...shows us who we would like to be

food is a movement, its also portrayed as unnattainable. look at food photography through the ages

look at â&#x20AC;&#x2DC;plantbased_ pixieâ&#x20AC;&#x2122; instagram 27

FITNESS + FOOD + BEAUTY

Selling a lifestyle Fig27.

}

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Ciara London Ciara London is a fitness instructor for â&#x20AC;&#x2DC;Swetty Bettyâ&#x20AC;&#x2122; London, my primary research proposal is to interview her via email. She is a mutual friend of a friend, and im hoping I will gather some interesting insights about the swetty betty experience. Lu Lu Lemon are also investing in to store experience by also hosting yoga classes. This innovative experience will make a lasting impression of the brand with the consumer and therefore more memorable. 28

An investigation in to student wellbeing,health and millenial food convinience.

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This idea derives back to when I first moved to university and in my uni room was a student box full of â&#x20AC;&#x2DC;typicalâ&#x20AC;&#x2122; things for example an energy drink or ready make noodles, there was nothing in here that screamed out healthy eating or meal planning. So most where either using family inspired homely recipes or just looking on google.

This sparked an Idea. After speaking to Morgaine Gaye the food futurologist, I gathered beneficial insight. I spoke to Morgaine about my initial idea, which was introducing a healthy quick and easy way of making healthy food more accessible to students at university. (see appendix) she spoke about plant based pixie and how much food can be a reflection of you as a person but also spoke about aspirational food photography throughout history, areas to therefore research into.

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More promotional strategies at university fresher fairs and events need to be made, making students more aware of healthy recipe options. Subscription boxes are out there but I feel they need to be more accessible and affordable for uni students, with a tailored price point and staple recipe card ideas showing freshers more university food hacks and how to guides. This could provide convenience and more of a cost effective investment, the satisfaction of making a healthy meal on your own as a student is far greater than spending over £10 on deliveroo, and it being an unhealthy alternative. I am more experimental now im second year ,which is down to personal experience, and that im influenced by the people I live with, creating healthy food and getting inspiration off my housemates have been considering factors. Subconsciously social media impact and being exposed to Instagram posts and accounts promoting clean eating have also been significant. ‘The problem seems to stem from a lack of cooking knowledge. The average 16 to 24-year-old knows how to cook only four recipes from scratch, compared with an overall adult average of six’ (Dugan,2015) so with this in mind perhaps universities should be offering cooking classes or a way of making cooking appealing / simplistic.

NETOGRAPHY

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Morgaine said to look at plant based pixies Instagram, she is a nutritionist and has also brought out her own cook book. With a big Instagram following she is reaching out to a wide audience and inspiring many. Openly she talks about in this post about wellbeing, we shouldn’t be cutting anything out, just eating a wide variety of foods and trying not to over complicate nutrition. She also mentions how diet culture has become the norm as has restricting yourself from eating. I found this interesting because students and adults are guilty of missing out meals or not eating certain foods but within moderation plant based pixie actually encourages eating the food you want to eat it’s just a case of ‘context dependent’. With this is in mind my idea focuses on students becoming more aware of wellbeing and health so these insights I can definitely take forward. 32

Fig31

}

cheap delivery and fresh ingredients the company are reaching out to mindful eaters

The brand is family orientated and not very student friendly. No section accomodating to students 33

Fig32 34

Online meal delivery service HelloFresh has created an experiential bricksand-mortar space in Old Street station, London. The month-long residency invites visitors to try its ingredients and dishes without signing up. It also engages existing customers, enabling them to pick up a food kit on their commute. Perhaps pop up shops are way the way forward

On the market currently hello fresh and cook box are examples of typical subscription boxes, for me personally I havenâ&#x20AC;&#x2122;t come across these brands in a university setting as I have always used BBC food, family or Instagram as a way of getting inspiration. Again this is down to personal experience but I was thinking how we can promote healthy ready meals or recipe cards to millennials in a quick easy way thatâ&#x20AC;&#x2122;s not only cheap but more accessible and interactive.

} Free delivery gives the brand more of a USP as this is can put people off from ordering food due to it having to be over a certain amount.

Fig33

Simplistic branding

The Gap The Problem The Need.

Target Consumer

“16 to 24-year-olds spend more on food than any other age group”

Fig34 Young people spend more than any other age group on meals – much of it on fast food, thanks to a lack of cooking skills (Dugan,2015)

[ The Problem ]

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Fig35

[ The GAP ]

Millennials are increasingly dinning out ‘communal dining’ (Radin,2017) whilst also showing more of an interest into the nutritional values of what they are eating. Food has become more of a social indicator and whilst increasingly visiting places which are more aesthetically pleasing, the food itself has to look a certain way, almost then becoming a social mirror where we perceive our lives as healthy and ‘perfect’ as a reflection on ourselves to our social media following, we aspire to show people that we are healthy and who we want to aspire to be, social media is the connecting mouthpiece for this. Restaurants have to be instagram friendly but also offer diversity as gen z seek globally diverse cuisine that’s authentic, with sustainability this is something to consider.

I think food becomes daunting and a chore so it’s about working around this to make students become more experimental in a way that’s cost efficient. Many of us get stuck with meal planning and timings, so to have accessible meal cards that are handed out in fresher’s week for quick convenient meal prep or even at the gym whereby meal planning and healthy eating would reach out to students seeking this, I think would be positive. Perhaps making the notion of eating out more of an eating in concept? what are restaurants doing that’s so innovative that we then need to capture this through social media if the recipe cards where aesthetically pleasing through branding for example visually this would be cheaper for students and alternative for eating out, eg during exam times this could turn into a social dining opportunity.

Primary Research: Fig 36

Aspiring stylist Cares about her body, wellbeing and health

From London

Amy Susskind ‘ I think the meal prep concept is a great idea becuase itll give me ideas for recipes and can also mean I can get ingredients delivered’

Amy: voice note insights ‘uni is about your own motivation no one is telling you to go to the gym,its all about looking after your own self ’.

Amy is inspired by her sister to meal prep, as she takes a lunch box every day to work. Its cheaper its healthier, ‘ you know what your putting in, it structures your day’. ‘uni is a lazy persons life, unless your really structured’ so the idea would support and encourage structure into a students life in a healthy and affordable way ‘ wellbeing and health should be promoted more at uni because people become really lazy because theres no one to tell you otherwise’

Consumer Profile

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Uni student, female cares about body Eats healthy Goes to the gym/ wears athleisure wear organised enjoys traveling and therefore diversity within recipes apriciates authenticity likes to socialise and eat out cares about her online and physical appearence Fashion Consious/ Shops online minimalist approach to dressing likes to wear brands

Fig 37

How is the idea FCP

//how might this translate 42

“time-poor” Brits are increasingly turning to takeaways because online ordering makes it easier than ever. Hayward, S. and Jarvis, D. (2017). [ The Need ] Jane Sixsmith, director of the food education charity Focus on Food, “There’s something about this generation which makes them know less about cooking,That might be just because it’s easier because of time, but also the availability and cheapness of ready meals”. ( E. Duggan, 2015) within article.

what if they were healthy ?

= Ready meals are a problem but if they are healthy then this could also be an area that universities could focus on. For example in Nottingham ‘West Bridge ford’ there is a company called ‘Cook’ which do exactly this, if this was closer to Nottingham trent this would help to make students more aware of healthy eating but also being an convenient alternative to deliveroo. In terms of feeding in a strategy, the idea of collaborating with Uni days or Universities to make students more aware of food costs and healthy eating recipe cards should be promoted . Students can be lazy but this I feel could partially help resolve the problem. If the cards where bold and conveyed an important message about meal prep and food awareness it could reach out to students. With discount coupons attached to the cards for discount on fruit and veg, this could contribute to student budgeting. As well as this, If physical cards where handed out outside or at the gym then this could reduce temptation of online ordering.

Having researched this topic, the idea around wellbeing and healthy eating sits in the ‘early adopters sector’ these types of people are ‘well connected’ and sit within a community where they are happy to be exposed to new ideas. I feel this suitably would fit within university environment. Adopters would look to this category for information about a new trend so in this case the late majority would look to early adopters for advice and can help ultimately spread the trend. (Raymond, M.2014).

Fig38

Fig41.Own mooboard

Action Plan London stores to visit - Carnaby street ‘Sweaty Betty’ instore experience - LuLu Lemon oxford street - Arket store - Chloe café – Covent garden Thomas Burberry Cafe Research: I need to carry out my intended primary research from curated methodology tables. Having completed the report I have made the consumer profiles more female orientated so over summer I will explore a more male orientated audience too, particularly with idea 2 as this is a more unisex proposal. - Make a perceptual map to help refine ideas and identify any futher gaps. - Visit both retail and luxury stores and note the differences and what can be done to make retail less of a stressful and more premium enviroment.

APPENDIX Bibliography South China Morning Post. (2018). Luxury fashion brands are embracing athleisure. [online] Available at: http://www.scmp.com/magazines/style/fashion-beauty/ article/1983046/brand-new-lifestyle-luxury-fashion-brands-are [Accessed 3 Jun. 2018]. Graves, P. (2013). Consumer.ology: The Truth About Consumers and the Psychology of Shopping. Nicholas Brealey Publishing. The Business of Fashion. (2018). Why Fashion Retailers Are Staging Food Experiences. [online] Available at: https://www.businessoffashion.com/articles/intelligence/why-fashionretailers-are-staging-food-experiences [Accessed 3 Jun. 2018]. Food, Z. (2018). Z Kids Eating Z Food, by Lenore Skenazy. [online] Creators.com. Available at: https://www.creators.com/read/lenore-skenazy/07/16/z-kids-eating-z-food [Accessed 3 Jun. 2018]. Wgsn.com. (2018). Future food: how gen z eats.Publisher ‘Sara Radin’ [online] Available at: https://www.wgsn.com/content/board_viewer/#/70243/page/3 [Accessed 3 Jun. 2018]. Wgsn.com. (2017). Future foods, how gen z eats. Publisher ‘Sara Radin’ [online] Available at: https://www.wgsn.com/content/board_viewer/#/70243/page/6 [Accessed 3 Jun. 2018]. Wgsn.com. (2017). The new food experience. [online] Available at: https://www.wgsn. com/content/board_viewer/#/71740/page/1 [Accessed 3 Jun. 2018]. Stevens, D. (2017). Why Retail Is Getting ‘Experience’ Wrong. [online] The Business of Fashion. Available at: https://www.businessoffashion.com/articles/opinion/op-ed-whyretail-is-getting-experience-wrong [Accessed 3 Jun. 2018]. Wgsn.com. (2017). Future foods, how gen z eats. Publisher ‘Sara Radin’ [online] Available at: https://www.wgsn.com/content/board_viewer/#/70243/page/6 [Accessed 3 Jun. 2018]. Chiquoine, J. (2017). US: Evolving Mall Strategies for Gen Z. [online] Wgsn.com. Available at: https://www.wgsn.com/content/board_viewer/#/75224/page/2 [Accessed 3 Jun. 2018]. Raymond, M. (2014). The trend forecaster’s handbook. London: Laurence King Publishing. M,Shay, CEO. (2017). Despite Living a Digital Life, 98 Percent of Generation Z Still Shop In-Store. [online] National Retail Federation. Available at: https://nrf.com/media/pressreleases/despite-living-digital-life-98-percent-of-generation-z-still-shop-store [Accessed 3 Jun. 2018].

Stevens, D. (2017). Why Retail Is Getting 'Experience' Wrong. [online] The Business of Fashion. Available at: https://www.businessoffashion.com/articles/opinion/op-ed-why-retail-is-getting-experience-wrong [Accessed 3 Jun. 2018]. Dugan, E. (2015). 16 to 24-year-olds 'spend more on food than any other age group'. [online] The Independent. Available at: https://www.independent.co.uk/news/uk/home-news/16-to-24-year-olds-spendmore-on-food-than-any-other-age-group-says-research-a6678596.html [Accessed 3 Jun. 2018]. Wgsn.com. (2018). Future food: how gen z eats.Publisher ‘Sara Radin’ [online] Available at: https://www. wgsn.com/content/board_viewer/#/70243/page/3 [Accessed 3 Jun. 2018]. Dugan, E. (2015). 16 to 24-year-olds 'spend more on food than any other age group'. [online] The Independent. Available at: https://www.independent.co.uk/news/uk/home-news/16-to-24-year-olds-spendmore-on-food-than-any-other-age-group-says-research-a6678596.html [Accessed 3 Jun. 2018]. Hayward, S. and Jarvis, D. (2017). Hungry Brits spend £1,000 a year on takeaways. [online] mirror. Available at: https://www.mirror.co.uk/news/uk-news/brits-spend-1000-year-takeaways-11383893 [Accessed 3 Jun. 2018]. Raymond, M. (2014). The trend forecaster's handbook. London: Laurence King Publishing.

Books

Posner, H. (2015). Marketing fashion Second edition: Strategy, Branding and Promotion. 2nd ed. Laurence King Publishing LTD. Raymond, M. (2014). The trend forecaster's handbook. London: Laurence King Publishing. Graves, P. (2013). Consumer.ology: The Truth About Consumers and the Psychology of Shopping. Nicholas Brealey Publishing. Raymond, M. (2014). The trend forecaster's handbook. London: Laurence King Publishing.

Harvard referencing Hess, J. and Pasztorek, S. (2014). Graphic design for fashion. London: Laurence King Publishing, 2014, p.240. Steele, V. and Luna, I. (2015). Louis Vuitton: A Passion for Creation: New Art, Fashion, and Architecture. Rizzoli, 2017, p.536 pages. Wgsn reports Mintel Bénaïm, L. (1997). Issey Miyake Fashion memoir. Benedikt Taschen, 1997. Thames and Hudson, p.79.

List of Illustrations Fig1.Twitter.com. (2018). First Arket store to open in Scandinavia. [online] Available at: https:// twitter.com/arketofficial/status/903219377763479552 [Accessed 4 Jun. 2018]. Fig2.Instagram.com. (2018). Consort (@consorthome) • Instagram photos and videos. [online] Available at: https://www.instagram.com/consorthome/ [Accessed 4 Jun. 2018]. Fig3. Own work. [Illustration]Phoebe Dewbury.2018 Fig4. Delicious. Magazine. (2018). grilled salmon recipe. [online] Available at: https://www. deliciousmagazine.co.uk/?s=grilled+salmon [Accessed 4 Jun. 2018]. Fig5. [moodboard] Combining architectural structures and fashion. Phoebe Dewbury Fig6. Ralphs café New York. Own Image. 2018. Fig7. Fine Art America. (2013). Fluidity 15 -fresh Fig- Elena Yakubovich by Elena Yakubovich. [online] Available at: https://fineartamerica.com/featured/fluidity-15-fresh-fig-elena-yakubovichelena-yakubovich.html [Accessed 4 Jun. 2018]. Fig8.Women, E. (2018). Eaglezero S-E15 Triple Ash - Women. [online] ARKK Copenhagen. Available at: https://www.arkkcopenhagen.com/products/eaglezero-s-e15-triple-ash-womeneaglezero [Accessed 4 Jun. 2018]. Fig9. Flickr. (2009). knife and fork. [online] Available at: https://www.flickr.com/ photos/26205995@N03/4032339509/in/photostream [Accessed 4 Jun. 2018]. Fig10. Bikinin Berlin.Culinary food experience.Own Image. 2018. Phoebe Dewbury Fig11. Bikinin Berlin.Culinary food experience.Own Image. 2018. Phoebe Dewbury Fig12. OLIV EAT restaurant. Berlin. Own image. 2018. Phoebe Dewbury Fig 13. Berlin. Own Image.2018. Phoebe Dewbury Fig 14. FUNK YOU. Bikini Berlin. Own Image.Phoebe Dewbury. 2018. Fig15. Crossing, F., Crossing, F. and Crossing, F. (2018). FlatIron Crossing | H&M Logo. [online] Flatironcrossing.com. Available at: http://www.flatironcrossing.com/Directory/Details/139506 [Accessed 4 Jun. 2018]. Fig16. It&#8217;s Nice That. (2018). “It needed to be functional, a workhorse”: Arket’s in-house team on its brand identity. [online] Available at: https://www.itsnicethat.com/articles/arketidentity-graphic-design-121017 [Accessed 4 Jun. 2018]. Fig17. Halleroed.com. (2018). ARKET Café — Halleroed. [online] Available at: http://halleroed. com/projects/arket-cafe/ [Accessed 4 Jun. 2018]. 49

Fig18. It&#8217;s Nice That - Arket menu board. (2017). “It needed to be functional, a workhorse”: Arket’s in-house team on its brand identity. [online] Available at: https://www.itsnicethat.com/articles/ arket-identity-graphic-design-121017 [Accessed 4 Jun. 2018]. Fig19. lifestyle blogger, C. (2017). H&M launched a new brand: take a look inside the first Arket store in Copenhagen - SILVER STORIES. [online] SILVER STORIES. Available at: http://silverstories. dk/2017/09/04/hm-launched-a-new-brand-take-a-look-inside-the-first-arket-store-in-copenhagen/ [Accessed 4 Jun. 2018]. Fig20. Ahlin, T. and Ahlin, T. (2017). Veckan innan jul. [online] Come Fly with Me. Available at: https://comeflywithme.se/blogg/2017/12/veckan-innan-jul [Accessed 4 Jun. 2018]. Fig21. Ahlin, T. and Ahlin, T. (2017). Veckan innan jul. [online] Come Fly with Me. Available at: https://comeflywithme.se/blogg/2017/12/veckan-innan-jul [Accessed 4 Jun. 2018]. Fig22. Wergeland, M. (2017). H&M’s New Café, Plus 5 Other Stockholm Restaurants You Should Know Now. [online] Vogue. Available at: https://www.vogue.com/article/best-new-restaurants-cafes-stockholm-sweden [Accessed 4 Jun. 2018]. Fig23. [Consumer profile moodboard]. 2018. Fig24. Own work. Cartogram.Phoebe Dewbury.2018 Fig25. Anon, (2018). white rose nottingham WR4 store. [online] Available at: https://www.aegistrust.org/get-involved/charity-shops/ [Accessed 4 Jun. 2018]. Fig26. Dr.Morgaine Gaye. (2018). Food futurology. [online] Available at: http://morgainegaye.com/ [Accessed 4 Jun. 2018]. Fig27. Sweaty Betty. (2018). 1carnaby. [online] Available at: http://www.sweatybetty.com/1carnaby/ [Accessed 4 Jun. 2018]. Fig 28. CiaraLondon. Instagram page. Accessed 4 Jun. 2018 Fig 29.[moodboard].2018 Fig30.Plant Based Pixie’s Instagram Fig 31. Hellofresh.co.uk. (2018). Discover our Meal Plan | Weekly Recipes | HelloFresh. [online] Available at: https://www.hellofresh.co.uk/ [Accessed 4 Jun. 2018]. [moodboard] Fig32. Stewart, R. (2018). Hello Fresh unveils bricks and mortar London pop-up aimed at busy commuters. [online] The Drum. Available at: http://www.thedrum.com/news/2017/03/01/hello-freshunveils-bricks-and-mortar-london-pop-up-aimed-busy-commuters [Accessed 4 Jun. 2018]. Fig33. Tasty dinners with simple recipes and fresh ingredients. (2018). Tasty dinners with simple recipes and fresh ingredients. [online] Available at: https://www.mycookbox.co.uk/ landing/deliciousrecipebox?c=MCBnb2018&gclid=EAIaIQobChMIrJPunqO62wIV2ZTVCh0L0QmgEAAYAiAAEgL4tPD_BwE [Accessed 4 Jun. 2018]. Fig20. Ahlin, T. and Ahlin, T. (2017). Veckan innan jul. [online] Come Fly with Me. Available at: https://comeflywithme.se/blogg/2017/12/veckan-innan-jul [Accessed 4 Jun. 2018]. Fig21. Ahlin, T. and Ahlin, T. (2017). Veckan innan jul. [online] Come Fly with Me. Available at: https://comeflywithme.se/blogg/2017/12/veckan-innan-jul [Accessed 4 Jun. 2018]. 50

Fig22. Wergeland, M. (2017). H&M’s New Café, Plus 5 Other Stockholm Restaurants You Should Know Now. [online] Vogue. Available at: https://www.vogue.com/article/best-new-restaurants-cafes-stockholm-sweden [Accessed 4 Jun. 2018]. Fig23. [Consumer profile moodboard]. 2018. Fig24. Own work. Cartogram.Phoebe Dewbury.2018 Fig25. Anon, (2018). white rose nottingham WR4 store. [online] Available at: https://www.aegistrust.org/ get-involved/charity-shops/ [Accessed 4 Jun. 2018]. Fig26. Dr.Morgaine Gaye. (2018). Food futurology. [online] Available at: http://morgainegaye.com/ [Accessed 4 Jun. 2018]. Fig27. Sweaty Betty. (2018). 1carnaby. [online] Available at: http://www.sweatybetty.com/1carnaby/ [Accessed 4 Jun. 2018]. Fig 28. CiaraLondon. Instagram page. Accessed 4 Jun. 2018 Fig 29.[moodboard].2018 Fig30.Plant Based Pixie’s Instagram Fig 31. Hellofresh.co.uk. (2018). Discover our Meal Plan | Weekly Recipes | HelloFresh. [online] Available at: https://www.hellofresh.co.uk/ [Accessed 4 Jun. 2018]. [moodboard] Fig32. Stewart, R. (2018). Hello Fresh unveils bricks and mortar London pop-up aimed at busy commuters. [online] The Drum. Available at: http://www.thedrum.com/news/2017/03/01/hello-fresh-unveils-bricksand-mortar-london-pop-up-aimed-busy-commuters [Accessed 4 Jun. 2018]. Fig33. Tasty dinners with simple recipes and fresh ingredients. (2018). Tasty dinners with simple recipes and fresh ingredients. [online] Available at: https://www.mycookbox.co.uk/landing/deliciousrecipebox?c=MCBnb2018&gclid=EAIaIQobChMIrJPunqO62wIV2ZTVCh0L0QmgEAAYAiAAEgL4tPD_BwE [Accessed 4 Jun. 2018]. Fig34. The Independent. (2018). 16 to 24-year-olds 'spend more on food than any other age group'. [online] Available at: https://www.independent.co.uk/news/uk/home-news/16-to-24-year-olds-spend-more-onfood-than-any-other-age-group-says-research-a6678596.html [Accessed 4 Jun. 2018]. Fig35. Today's Creative Life. (2015). Free Printable Recipe Cards | Today's Creative Life. [online] Available at: https://todayscreativelife.com/free-printable-recipe-cards/ [Accessed 4 Jun. 2018]. Fig36. Amy Susskind Instagram page.2018 Fig37.Consumer profile [moodboard].2018 Fig38. Raymond, M. (2014). The trend forecaster's handbook. London: Laurence King Publishing. Reference the same for page 23. Fig 39.Forbes.com. (2018). [online] Available at: https://www.forbes.com/consent/?toURL=https://www. forbes.com/sites/joanneshurvell/2018/03/13/londons-best-vegan-burger-restaurants/ [Accessed 4 Jun. 2018]. Fig40. Thefurnace.firehouseagency.com. (2013). Fresh and Tasty. [online] Available at: http://thefurnace. firehouseagency.com/2013/05/07/fresh-tasty/ [Accessed 4 Jun. 2018]. Fig41. Cartogram [own moodboard].2018.phoebe dewbury 51

interview manuscript

Text sent to Amy Susskind. Questions for primary research - Answered on voice notes.

Research Methodology - Instore food concepts and retail innovation

........................ Idea 1

Method

Email H&M cafe ‘its pleat’ / netography

Sweaty Betty in store interview

Email: ‘Ciara London’ specialising sports and recreation. female only trainer

Survey

Purpose To gain more of an understanding on in store experience and how it has benefited their brand. Should retail space adapt and become more innovative and premium? ask about arket

To gain more of an understanding on in store experience and how it has benefited their brand. Should retail space adapt and become more innovative and premium with food concepts ? maybe ask other stores such as topshop etc... Able to gain insights from a trainers perspective, a proffesional viewpoint.

finding out where students like to eat out and where they shop. To start to get insights for store innovation food collaborations

Strengths

Weaknesses

Gain from a The cafe is situated highstreet in Stockholm, so may perspective be an issue how and why H&M with translation or are adapting staff might not have to food concepts much knowledge on should more the cafes expansion highstreet brands or intentions/ be doing the same. success rate. Ask about the type of food and consumer that visit. Are there any plans to open in the uk - expansion Can ask about the type of consumer who shops would they ever consider in store experience like Carnaby store. Should more highstreet brands be adapting? How successful are the classes ? Are they increasing sales if so how? Big instagram following Works as a fitness structure for sweaty betty in store experience carnaby store. can gage what elements of the instore experience make it popular.

sport focused so the results wouldbe quite narrow minded as i am looking at all retail shops and why theyre not reaching out to genZ Sweaty Betty is expensive so might not reach out to some consumers.

N/A

Due to big instagram following and schedule might not have time to reply.

Varied responses so will gain lots of Lack of responses insights challenging my ideas. will help to identify ‘the gap/problem so i can begin to refine

Outcomes

N/A

Research Methodology - Millenial food convenience and student wellbeing

........................ Idea 2

Method

Purpose

To gain more of an skype call understanding with food on the impact of food has on futurologist ‘Morgaine Gaye’ social media platforms and whether this affects consumer mindset. To explain to her my idea to gather more insight.

Interactive Focus Group consisting 1O first year Uni Millenial students

Strengths To gain an expertise level of opinion on myoverarching theme of food as she’s got a good understanding on food innovation and millenial mindset. Gave me a starting point for my research.

Gain an understanding To gather insight on what students first hand of the mindset of first year currently eat and would they be uni students and their food routine, interested in healthy and convinient meal plans and alternatives/should proposed idea with more be done to help the uni fresher meal plan promoting food at etc.. freshers Amy is on FCP and always meal preps with healthy food, wears athleisure and is structured / organized. Making her an idealistic student

Useful insights on her perspective on uni student wellbeing, lifestyle and food convinience.Found out that her sister is the reason shes influenced to make healthy pack lunches - family impact. As opposed to social media.

To find out if they Interview Nottingham would consider trent NTSU GYM recipe card/meal plan concept. To find out whether they have in the past introduced healthy eating concepts to students.

Introducing the idea to the gym would become the perfect platoform to promote this idea as first year students use the SU more frequently becuase its a safer familiar enviroment.

Informal text interview with FCP student ‘AMY SUSSKIND’

Weaknesses

Outcomes

Gaining another persons opinion on my idea made it then harder to condense my ideas. The idea spoke about with students how to guide and recipe cards etc has already been done was hoping to gather a more niche response giving me more of a direction.

-‘Define your terms’ as its a big topic - plant based pixie instagram - lu lu lemon article in the new yorker paper. -Aspirational food photography through the ages. -1942 Rassion Books

Will students just perfer to order from deliveroo or just eat,students will still have to source the ingredients from the recipe card.

Quite generic feedback, needs be more formal next time to get a good understanding on her opinion on student recipe card concept. Her response focused mainly on ingredients being sent to her which wasnt the main focus

N/A

Amy mentions that uni is a ‘lazy persons life unless your really structured’ perhaps the issue with food is lazyness more needs to be done to not only promote healthy eating but also how can the uni help to structure a students lifestyle. Meaning that they will have the confidence to cook new healthy recipes each week.

Students who seek convinience may not always go to the gym so it would be hard to reach out to students who maybe more routine led with their food recipes each week.

N/A

Fig39

Fig40