PROMOTIONAL STRATEGY SUMMER 2014
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UNIVERSITY OF HUDDERSFIELD School of Art, Design & Architecture Department of Design Aphrodite and Ares Promotional Strategy Rebecca Lawson A Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Communication and Promotion. Module THD1101 Fashion Communication Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND (16/05/2014 ) 3
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EXECUTIVE SUMMARY To strengthen the profile and consequently the awareness and performance of Aphrodite and Ares clothing, the proposed promotional strategy will launch the brand’s new summer collection and act as an overall brand re-launch by integrating three main components concentrated over a five month period. Market research suggests that East London is the most suited location for the launch event of the brand’s summer collection; with its strong association with quirky boutiques and vintage stores, this hip area of the capital is sure to target the desired innovative consumer. Additionally, the increased development of digital technology also means the brand must create a strong online presence to ensure to accommodate the demands of their youthful consumer and not fall behind their existing competitors. Recent research conducted by Mintel highlighted consumer’s growing appetite for online fashion when almost three quarters of all internet users in the UK had purchased clothing online in the past year. Furthermore, while a presence on social networks may not translate immediately into direct sales, it is presently a powerful platform for fashion retailers to promote their brand, heighten awareness of their fashion product and interact with their consumers. This is particularly the case for youthful fashion brands like Aphrodite and Ares, as under 25’s are the biggest users of social networking sites such as Facebook, Twitter and Instagram. Aphrodite and Ares aim to target the creative individuals of the online fashion market; particularly the social media savvy fashion innovators. These consumers share an interest in a wide variety of music and social activity, ensuring they live life to the full. They obtain strong social media profiles online and seek brands that offer products to enable the maintenance of their individuality. In order to attract these consumers, solidify a brand image and generate awareness of Aphrodite and Ares, an online summer campaign that focuses on web redesign, advertising and social media strategy is proposed.
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CONTENTS INTRODUCTION AND BACKGROUND 1.0 Introduction 9 1.1 Rationale 9 2.0 About the Brand 10 2.1 Core Values 10 2.2 The Consumer 11 3.0 3.1 3.2 3.3
Competition and Market Research 12 Key Competitor Strengths 12 Key Competitor Weaknesses 12 Online Market 13
PROMOTIONAL STRATEGY OVERVIEW 4.0 Aims and Objectives 15 4.1 Strategic Approach 16
PROMOTIONAL TACTICS 5.0 5.1 5.2 5.3 5.4 5.5 5.6
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Advertising 18 What is the message? 18 Who is it aimed at? 18 What is the story? 18 How is it integrated? 18 How does it appear and how is it styled? 19 When and where will it appear? 19
6.0 Website Redesign 24 7.0 The Online Lookbook
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8.0 Social Media 26 9.0 Blogger Promotion 28 10.0 Launch Event 29
CONCLUSION 11.0 Success and Monitoring 31 12.0 Assessment and Conclusion 32
REFERENCES 13.0 References 34
APPENDICES 14.0 Appendix A 36 14.1 Appendix B 38
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INTRODUCTION & BACKGROUND
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1.0 INTRODUCTION The report covers the strategic efforts necessary to generate significant awareness of the Aphrodite and Ares brand, positioning it firmly within the online retail marketplace.Although the brand is primarily centred on one off vintage pieces, for the summer of 2014 Aphrodite and Ares are set to launch a summer collection of new vintage inspired festival designs tailor made to accommodate their consumer’s summer wardrobe demands. The proposed promotional campaign is intended for the launch of the brand’s new collection in summer 2014 and will strategically integrate the most successful promotional tactics to target their consumer and generate awareness of the brand through advertising, social media marketing, web redesign and a collection launch event. Aphrodite and Ares clothing seemingly obtains the potential to succeed within the online marketplace; however, the brand is yet to achieve the substantial promotion it needs to compete with existing online women’s wear retailers. The report illustrates the expected journey the brand will take from their existing performance and profile, to the outcome the campaign aims to achieve.
1.1 RATIONALE The proposal acts as a strategic method necessary to ensure a brand image is created, solidified and promoted for Aphrodite and Ares clothing online. It additionally provides a key opportunity to successfully initiate the brand into the online fashion industry.
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2.0 ABOUT THE BRAND Aphrodite and Ares landed in March 2013 and specialise in providing the best of culturally sourced vintage and handmade merchandise. The brand stock on their site what they love, touching upon both their — and their consumer’s — interest in social media, music and fashion. From women’s wear to men’s wear the brand offer a lifestyle-specific shopping experience for the creative, urban-minded individual in the 16 to 30 year-old age group.The brand aim to provide their innovative consumers with the individuality and exclusivity that high street main stream retailers fail to provide.
2.1 CORE VALUES Aphrodite and Ares strive to provide the online market with a brand that holds deep core values and meaning.The four core values the brand holds are; individuality: to provide individuality to the wearer, culture: to offer culturally dynamic designs sourced and inspired from around the globe, authenticity: to provide distinct authentic and original garments exclusive to Aphrodite and Ares and finally nostalgia: to offer nostalgic designs inspired by the best of past decades to equip their innovative free spirited consumer with the best of vintage inspired fashions season after season.
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CULTURE
INDIVIDUALITY
NOSTALGIA
AUTHENTICITY
2.2 THE CONSUMER
The brand target 16-30 year old fashion conscious females. These consumers are from a variety of diverse backgrounds; predominantly studying at college or University or are recent graduates at the beginning of their working careers. She reflects her creativity through her choice of dress; seeking brands that offer unique products that differ from what high street retailers provide. She is always half a step ahead of the rest with her fashion choices. When this consumer is asked where she bought her garments from she does not wish to tell peers stores they and the rest of their age group are aware of, instead she thrives off stating brands others have not heard of. She doesn’t believe in conforming to every trend that passes the high street, instead she adapts fragments of seasonal trends within her own style to ensure to maintain her individuality; by doing so she is seen by others as a fashion innovator. The consumer sources her style inspiration through online fashion blogs, visual social media sites including Instagram and Tumblr, and most often on the street. This consumer spends much of her spare time indulging in social media sites, through which she has achieved significant profiles and shares her fashion looks with her thousands of loyal followers. Although exceptionally well presented, she refrains from taking life too seriously and is a true believer of living each day like it is her last. She is free spirited and confident. She’s a lover of all things fun and annually attends music festivals both in England and Europe where she enjoys letting go and enjoying her favourite artists perform live with her large group of mixed gender friends. Her music choices are not found on the latest Top 40 UK singles chart but instead are reminiscent of the past; this consumer appreciates music on a deeper level than most females her age, she sees music as a creative form of expressing feeling, both positive and negative, favouring bands of the alternative and indie genres.
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3.0 COMPETITION AND MARKET RESEARCH Aphrodite and Ares face the competition of a number of established brands. Urban Outfitters and Motel Rocks also provide consumers with vintage and reworked garments, along with new designs that are suitable for the fashion innovator. Additionally ASOS Marketplace, Ebay and Etsy are becoming increasingly popular locations for consumers to shop unique/handmade pieces from boutiques and individual sellers. However, in comparison to its main competitors, Urban Outfitters and Motel rocks, garments from Aphrodite and Ares are solely sold at www.aphroditeandaresclothing.com whereas consumers are able to buy at competitor stores in almost every city within the UK, restricting the exclusivity of the brand. The following outlines key competitor strengths and weaknesses to take into consideration when devising promotional strategy for the brand’s future success:
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KEY COMPETITOR STRENGTHS
• Urban outfitters has a sleek professional and established transactional website along with large amount of varied stock. • Motel Rocks obtains exciting prominent social media profiles with large following; allowing consumers to engage with the brand almost instantly whenever necessary. • Many competitor brands offer strong and consistent campaigns that appeal to the target consumer through their interests and lifestyle. (These are a number of key themes Aphrodite and Ares must implement in order to succeed within the market.)
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KEY COMPETITOR WEAKNESSES
• Many vintage stockists fail to provide a truly immersive online experience. • ASOS Marketplace, Ebay and Etsy often have limited product imagery; restricting the accuracy of product appearance to the consumer. • Urban Outfitters is accessible to consumers on the high street of most UK cities; restricting the exclusivity of the brand.
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3.3 ONLINE MARKET Primary research was conducted through an online questionnaire which was distributed via social media sites Facebook and Twitter. The results of the survey validate the purpose of the proposed campaign and its commercial relevance. When asked what social media sites they used, participants answered ‘Facebook’, ‘Twitter’ and ‘Instagram’. Furthermore, almost 40% of participants answered that they ‘Always’ shopped online when asked how often, with the remaining 60% answering ‘Sometimes’ and no single participant answered that they ‘Never’ shopped online. The digital nature of the campaign will ensure to incorporate social media to captivate the attention and meet the demands of the ever changing modern day consumer. Mintel market research further supports the digital nature of the promotional campaign. Shopping for fashion is evidently a multi-channel experience; consumers are increasingly buying clothes online, the internet is used to browse and consumers still continue to shop in store. Online and in-store experiences reinforce and complement each other. This means that the growth in fashion online will not cause the high street to deteriorate, but that retailers need to apply greater focus on creating a seamless shopping experience where consumers are able to begin the journey online and end it in-store or vice versa. Retailers are increasingly turning to the use of digital technology to allow consumers a better view on garment fit without having to try on. Intelligent retailers are using virtual fitting rooms and 360 degree turning devices with the aim of reducing returns. Mintel estimated that online sales of clothing would increase by 18% to reach £7.1 billion in 2013 as fashion has outperformed all other sectors to become the most popular product category bought online. In 2013, it was estimated that 14% of all clothing and footwear sales were made via the web. While online sales will continue to see strong growth, more than doubling over the next five years, as multichannel becomes the norm; the distinction between online and in-store will become seamless. Consequently, the dramatic growth seen over the last few years is estimated to begin to slow. The research for Mintel’s quarterly Digital Trends Spring – UK, March 2013 report found that 89% of UK internet users had shopped online via a home computer in the past three months, while 10% used a tablet and one in eight a smartphone. Almost three fifths of consumers bought clothes online in the last 12 months, equivalent to 30 million adults in the UK. Online clothes shoppers peak among 25-34s and parents with children aged under-nine. There is a clear gender divide, with women most likely to have shopped online for clothes, while almost two fifths of men did not browse for or buy garments online in the last year.
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PROMOTIONAL STRATEGY OVERVIEW
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4.0 AIMS AND OBJECTIVES AIM: The aim of the proposal is to establish the Aphrodite and Ares brand within the online fashion marketplace and solidify a consistent brand image, through an integrated multimedia promotional campaign for the launch
OBJECTIVES: • To generate significantly greater brand awareness through social media marketing, reaching over 1000 Instagram followers by September 2014. • To successfully alter the design and create interest in the brand’s website www.aphroditeandaresclothing. com through social media tactics to achieve over 1000 traffic hits within the first three months of the campaign launch. • To solidify a consistent brand image through advertising and ignite further promotions through the association with a select number of popular fashion bloggers that represent the brand’s key values.
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4.1 STRATEGIC APPROACH The campaign’s approach is heavily based around accommodating the brand’s promotional strategy to the consumer.The theme throughout focuses on summer fun and will enable the brand to interact with consumers through integrated social media and online strategy that meets consumer interests and encourages them to engage with Aphrodite and Ares. The campaign aims to portray the consistent brand image throughout as a youthful lifestyle brand that provides unique clothing for fashion conscious individuals. The use of real girls as models throughout the campaign instead of professionals, combined with the integration of social media and web marketing allows consumers to relate to the brand on a personal level as the brand is able to almost seamlessly weave its way into the consumer’s lifestyle. The development of digital technologies and the pervasive nature of the internet have significantly changed the ways in which consumers shop, communicate and entertain themselves. Mintel research additionally showed that more than half of consumers in the UK now use a smart phone to access the internet, whilst a third have a tablet in their homes. As Aphrodite and Ares are solely online, the brand must now more than ever ensure to maintain and strengthen its online presence to keep the attention of consumers and succeed. In relation to the AIDA model, the proposed promotional campaign for Aphrodite and Ares will attract the initial attention of the target consumer through a series of summer fun themed advertisements. Interest in the brand will then be ignited through online web redesign and social media marketing including competitions and give aways to encourage the consumer to interact with the brand via Instagram. The brand’s interaction and promotion through fashion bloggers and the overall brand image presented throughout the campaign aims to strike desire within the consumer to obtain the lifestyle presented through the brand, consequently resulting in consumers taking the action of buying from Aphrodite and Ares clothing. By combining intelligent marketing strategy including advertising, social media marketing and web design, the proposed promotional campaign aims to accommodate the demands of the digital savvy modern day consumer, consequently solidifying a brand image and directing traffic to www.aphroditeandaresclothing.com.
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PROMOTIONAL TACTICS
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5.0 ADVERTISING Through research it is evident that consumers are most influenced to make fashion purchases through visuals. The target consumer spends much of their time online through either a mobile phone, laptop or tablet device; in order to attract the attention of the consumer the brand must place themselves within the consumer’s everyday online browsing rituals through social media. The most successful way to present a desirable brand image is through a strategically planned series of visuals.
5.1 WHAT IS THE MESSAGE? The series of advertisements aim to convey a strong brand image throughout. The advertisements portray a desirable lifestyle for the wearer of Aphrodite and Ares clothing; consumers may buy from the collection in a bid to appear to also obtain this laid back free spirited lifestyle. Aphrodite and Ares target 16- 30 year old fashion innovators; the advertisements reflect the lifestyle of their consumer, communicating to the audience that A&A is the go to place for fashion innovators to heighten their individuality throughout festival season this summer. Advertisements are captioned with either ‘Here comes the sun’, ‘Join the ride’ or simply the logo alone to drive forward the fun theme of the campaign and encourage consumers to join the brand on their ‘ride’ to success by following their journey on social media sites and buying into their new summer collection.
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WHO IS IT AIMED AT?
The target audience for the series of advertisements are 16 – 30 year old fashion conscious females that seek unique fashions that differ from the offerings of mainstream high street retailers.
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WHAT IS THE STORY?
The story within the imagery portrays the ultimate picture of summer fun and follows two youthful girls that obtain a similar profile to the target consumer. The girls are on a fun summer day out at a coastal fairground, embracing their youth and freedom within their care free lives. This series of advertisements strays from the norm of perfectly posed and positioned professional models pristinely airbrushed to perfection; the story presents real girls having real fun in Aphrodite and Ares garments.
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HOW IS IT INTEGRATED?
Advertisement imagery will appear in all aspects of the campaign and continue to convey the prevailing brand messages through website redesign, social media and at the launch event of the collection.
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5.5
HOW DOES IT APPEAR AND HOW IS IT STYLED?
The images intentionally appear raw and grainy to give an amateur feel which further strengthens the realness of the campaign and the brand’s unique/vintage associations. In addition to this models are styled in casual festival inspired designs from Aphrodite and Ares, with natural/effortless appearing hair styling and minimalistic make up.The images are shot to ensure the models are at the forefront of the attention at all times; these girls are naturally attractive young individuals that the consumer aspires to be. Looking at the images the audience is able to already imagine the real life scenario behind the stills; the sounds of laughter and screams combined with faint music from the attractions and the lingering scent of fairground food stalls and sea air.
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WHEN AND WHERE WILL IT APPEAR?
Advertisements will run online for a period of 20 weeks starting May 30th and will appear on www. aphroditeandaresclothing.com and across all of the brand’s social media pages including Facebook, Twitter, Instagram. In addition to this the advertisements will be shown in publications including Company, Look, Grazia and Elle. See figure 1 for further publication details. Publication Company
Median Reader Age
Average Circulation 88,059
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Elle
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166,680
Grazia
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106,019
Look
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186,055
(Figure 1.)
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www.aphroditeandaresclothing.com
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Here comes the sun
www.aphroditeandaresclothing.com
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Join the ride.. www.aphroditeandaresclothing.com
www.aphroditeandaresclothing.com
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www.aphroditeandaresclothing.com
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6.0 WEBSITE REDESIGN Aphrodite and Ares already obtain a functional transactional online website. As aphroditeandaresclothing. com primarily offers one of vintage and handmade goods; research on buying vintage goods online was conducted through a survey asking consumers via social media what deters them from buying one off goods online, and how their online shopping experience can be improved. Results of the survey demonstrated that quality of visuals to showcase an accurate view of the product, an online look book to illustrate how garments can be styled and a structured layout with product categorisation are seemingly important characteristics of a successful online retailer. As the heart of the brand is based online, it is immensely important to regularly modernise the transactional site to ensure to attract and maintain a consumer base in order to generate sales. The outcome of the modernised web design will not only heighten the consumer shopping experience online through engaging imagery, but will additionally strengthen the brand’s profile by obtaining a clean cut professional look that consumers would take greater pleasure from and consequently feel more trusting in the brand to make purchases. For further information and imagery regarding the new design for aphroditeandaresclothing.com please refer to document entitled ‘Website Redesign’ to view a page by page view of the newly modernised website designed by Rob Holliday.
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7.0 THE ONLINE LOOKBOOK The lookbook of Aphrodite and Ares vintage inspired summer collection will solely feature on the brand’s website and will offer a mix of studio and location images from the campaign. Unlike the standard lookbook, this collection of imagery is primarily for the purpose of inspiring the target consumer by bringing garments to life in realistic summer fun contexts. Models chosen for the campaign represent real girls, allowing consumers to relate to the brand on a personal level. When consumers browse the collection lookbook they are expected to then be inspired to browse the brand’s products on offer and potentially make purchases. The overall feel of the lookbook and the images it contains are styled in a grainy/amateur effect to represent the raw authenticity that Aphrodite and Ares aims to represent, presenting the same consistent brand image that is portrayed throughout additional promotional tactics of the campaign. Please find the online lookbook at the following link:
White Russain Bazaar Tunic, ÂŁ25
http://issuu.com/rebeccalawson21/docs/lookbook_aa
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8.0 SOCIAL MEDIA Fashion brands can no longer solely focus on print and television advertising, but instead must focus on integrating digital advancements to accommodate the demands of the modern day consumer and ensure communication through a medium that is directly able to reach the consumer; this is specifically important for the Aphrodite and Ares brand. As a means of successful and effective communication with consumers, brands are now turning toward social media sites. Marketing communications through social media sites such as Facebook, Twitter and Instagram have already contributed significantly towards the success of a number of fashion brands. Social media marketing is a two way communication between brand and consumer, allowing consumers to play an active role in giving feedback to which brands are able to improve on to ensure consumers are truly satisfied with their experience with the brand. In addition, social media activities of fashion brands provide an opportunity to reduce any misinterpretation and prejudgment toward brands, and to elevate consumer trust in a brand by creating a platform to exchange opinions and information between one another with people online. In the case of Aphrodite and Ares the integration of social media strategy within the promotional campaign aims to heighten awareness and consumer engagement with the brand. Looking at the target consumer, their most prominent interest and lifestyle factor is seemingly their ritualistic interactions with social media sites. The social media integration of the campaign will disperse across Facebook, Twitter and most importantly Instagram; research showed that consumers were more likely to be influenced to make purchases through primarily visual social networking sites. Advertisement and look book imagery from the campaign will be shared through all social media sites, consumers will be encouraged to share their summer fun looks with the brand by hash tagging #herecomesthesun. Throughout the duration of the promotional campaign weekly giveaways will take place for the chosen ‘summer fun’ look of the week to act as an incentive to ensure consumer engagement with the brand. In addition to this the brand will share consumer A&A posts to followers via their Instagram when hash tagged, further encouraging consumers to showcase their Aphrodite and Ares new collection looks. The brand’s social media sites will also showcase behind the scenes imagery from studio and location photo shoots and the launch event of the collection in addition to seasonal inspiration and street style images to allow consumers deeper insight into the Aphrodite and Ares brand. See over leaf for example posts from the brand’s Instagram page.
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9.0 BLOGGER PROMOTION Bloggers are increasingly becoming the source of fashion inspiration for social media savvy consumers; the Aphrodite and Ares consumer is not an exception to this. In order to generate further brand awareness that is relevant to the interests of the target consumer the proposed campaign suggests heavy blogger promotion involvement. A number of garments are to be sent to a select handful of successful fashion bloggers from different regions of the country to ensure nationwide promotion of Aphrodite and Ares clothing. Bloggers are then required to style their given pieces and share with their loyal followers on both their blogs and social networking sites Instagram, Twitter and Facebook. Consumers that trust and idolise the looks created by the blogger will then be directed to the brand’s transactional site to make purchases or browse the collection for themselves. Bloggers will also use the hashtag #herecomesthesun to encourage their social media following to do the same.
Fashion Influx - Lydia Rose Waiste - Sara Waiste That Pommie Girl - Sarah Ashcroft She Wears Fashion - Kavita Donkersley Things I do think and buy - Charlotte Emily
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10.0 LAUNCH EVENT To launch the brand’s summer collection the proposed campaign will begin with an organised launch event one week prior to garments going online. The event aims to generate hype surrounding the Aphrodite and Ares brand’s new summer collection, consequently generating positive publicity from invited fashion bloggers and media publications. The event will take place on Friday 23rd May, in preparation for the collection to launch online on 30th May, and will be held at an ex- Victorian Power shed refurbished into an exciting and raw venue with two floors of space in East London’s Dalston area. For additional in depth information regarding the launch event please refer to document titled ‘Event Proposal’.
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CONCLUSION
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11.0 SUCCESS AND MONITORING In order to measure the effectiveness of the promotional strategy, methods of monitoring are to be implemented to ensure aims and objectives are within reaching distance. The brand’s website success will be monitored through a website analytics programme to ensure that site traffic is increasing after the initial launch of the collection online. Here the brand are able to view which pages of the website are proving to attract the most hits; consequently forming the basis for the future of www.aphroditeandaresclothing.com. Social media platforms included within the promotional strategy will be monitored through social media analytics programmes in addition to viewing growth in the number of social media following.This would allow the brand to measure the activity of their Instagram, Facebook and Twitter pages, including the likes/shares and follows of consumers.
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12.0 ASSESSMENT AND CONCLUSION To conclude, the proposed marketing strategy holds the potential to strengthen the profile and consequently the awareness and performance of Aphrodite and Ares clothing, through the tactful launch of their vintage inspired summer collection. Strategic advertisements build a strong brand image which aim to translate a desirable lifestyle to consumers offered by Aphrodite and Ares. The use of real girls and not professional models, in real summer locations enable consumers to relate to the brand on a personal level, and strive to achieve the portrayed lifestyle by buying their summer fashions throughout the festival season from www.aphroditeandaresclothing.com. The multimedia nature of the promotional strategy ensures brand promotion through both online and print media. Guests of the launch event are strategically from publications that the target consumer is likely to read, or social media blogs the consumer is likely to follow; allowing the distribution of positive publicity across platforms that are likely to directly capture the attention of the desired audience.Additionally the use of social media competitions throughout the duration of the promotional campaign heightens consumer engagement with the brand, subsequently generating greater awareness across Instagram; the consumer’s most used social networking site. Evidently as the brand is solely based online the strengthening of their online presence is crucial to their future success. The new design of www.aphroditeandaresclothing.com combines the necessary features to accommodate the demands of the modern day consumer to heighten the online shopping experience and ensure the brand does not fall behind market competitors. Overall the implementation of the proposed strategy will encourage a higher level of consumer interaction with the brand which will consequently generate significant awareness of Aphrodite and Ares. Moreover, strategic advertising, substantial promotion and a modernised web design will enable greater brand understanding and increase consumer traffic to the site, securing greater sales. The promotional strategy is crucial to enable the brand to stay at level with competition within the fast paced nature of the online market, determining the future success of Aphrodite and Ares.
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REFERENCES
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13.0 REFERENCES
Aphrodite and Ares Clothing. (n.d.). Aphrodite and Ares Clothing. Retrieved April 7, 2014, from http://www. aphroditeandaresclothing.com Bauer Media. (n.d.). Bauer Media. Retrieved April 25, 2014, from http://www.bauermedia.co.uk/ Clothing Retailing - UK - October 2013. (n.d.). Clothing Retailing - UK - October 2013. Retrieved March 10, 2014, from http://academic.mintel.com/display/638286/?highlight=true CondĂŠ Nast UK. (n.d.). Conde Nast UK. Retrieved April 25, 2014, from http://www.condenast.co.uk/ Dalston Department Store. (n.d.). - The is an ex-Victorian Powershed refurbished int.... Retrieved April 25, 2014, from http://www.canvas-events.co.uk/venues/282/dalston-department-store Fashion Online - UK - August 2013. (n.d.).Fashion Online - UK - August 2013. Retrieved March 10, 2014, from http://academic.mintel.com/display/638243/?highlight=true Home. (n.d.). Home. Retrieved April 25, 2014, from http://www.hearst.co.uk/
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APPENDICES
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14.0 APPENDIX A: RESEARCH SURVEY
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14.1 APPENDIX B: SOCIAL MEDIA SURVEY
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