MARKET REPORT SPRING 2017
RUTH RANGEL 1401364 EFMM 6006 Strategic Implementation
CONTENTS
0 Introduction 6 8
Executive Summary Introduction
3
4
Target Consumer
Competitive Landscape
41 44 47
50 52 53
Target Market & Segmentation Consumer Typologies/ Tribes Consumer Psychographic Profile
7
Competitors Competitors Position Matrix Competitors Analysis
8
Business Planning Conclusion 86 88 92
Business Model Canvas Revenues, Costs & Investments SWOT
11 References 124 128
4
Bibliography Image Bibliography
94
Project Conclusion
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2
M a r k e t In t el l i gen c e
Trends in the Market
12 14 16
20 34
Market Conditions Market Share Factors Affecting the Market
Lifestyle Wellness Trends Marketing Trends
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The Proposal
Marketing Mix
56 58 59 60 62
65 74 76 80 82
Gap In the Market Brand Introduction Brand Philosophy The Services Branding
Integrated Marketing Strategy Place Price Policy & Pricing Architecture People Employees
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Quantitative & Qualitative Research
Appendixes
98 105
Working in Fashion Wellness in Fashion
106 108 110 117 118
Appendix 1 Appendix 2 Appendix 3 Appendix 4 Appendix 5
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EXECUTIVE SUMMARY This report looked at the possibility of establishing a brand that can bring fashion and wellness together outside of the sportswear sector. The research draws attention to the rise of the wellness trend and sustainable fashion, as well as the impact external factor outside of fashion have had on consumer attitudes. With a 3.7% year-on-year rates the Wellness market has seen a steady growth in the past 4-5 years, heavily contrasted to the Global Fashion market that saw a stagnated growth rate in 2016, out of all the factors affecting the clothing market, politics and an uncertain economy have had the biggest effect into it’s rates. Even so, Euromonitor still predicts a growth of 2.3% in sales in the next year. With consumer’s spending priorities shifting from products to experiences and self improvement, tapping into the wellness market will benefit brands. The Vault is introduced to bridge this gap. By providing insights on the wellness consumer tailored directly to fashion brands and retailers as well as offering one to one consultancies to brands The Vault aims to establish a global network of researchers and influencers to drive in the most effective way towards the wellness consumer. To carry this out primary and secondary research were carried out on wellness consumers and members of the fashion industry to establish what best method the brand wellness and fashion can begin to merge. Some issues faced, included a lack of key figures and players, as outside of athletic wear the fashion brands have yet to fully engage with wellness sector. The Business of Fashion only recently has started to cover wellness in terms of fashion. Not a broad enough age gaps that were interviewed, and the difficulty in finding key figures to properly carry out a business plan, factors like such may have affected the results of this research. Nevertheless it shows an insight on the methods in which The Vault can begging to integrate into both these industries
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INTRODUCTION Consumers are turning to wellness as a way to maintain and improve their health. This is a counter act to the high surge in high stress levels. Luxury wellness has become the modern status symbol, “Health is The New Wealth” 1 (Euromonitor, 2017) With the rise of the Wellness trend many brands from different sectors have seen a great range of profit, examples would be Moon Juice who recently launched as a stand alone health juice bar, which is now is opening various chains across Los Angeles and their products are stocked by Net-a-porter and Urban Outfitters. Goop’s (founded by the actress Gwenyth Paltrow) skincare line has earned a cult following and has continued to thrive even after the actress stepped down earning positive reviews from beauty influencers from all ages despite it’s starting price at $90 for an eye cream10 This interest in self improvement and well-being has shown that the fashion industry has yet to fully step into this market. This project was created to introduce a brand that will lead the fashion industry to the wellness consumer. The challenges faced throughout this project were that although there is plenty of information regarding athleisure and wellness, outside of that sector it was very limited. To overcome this, surveys were held targeted at the wellness consumer and consumers interested in innovative fashion, as well as contacting influencers and journalists or key figures in the wellness industry, who were able to share their opinions on the subject matter. However these methods of contacting industry insiders were not always successful as they did not reach back with a response in time.
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MARKET INTELLIGENCE 1.
/ˈ mahr-kit in-tel-i-juh ns/ Noun
The information relevant to a company’s markets.
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1.1 Market Condition 1.2 Market Share 1.3 Factors affecting the Market
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1.1 MARKET CONDITIONS & PERFORMANCE
Consumers have entered 2017 with uncertainty, this has been fuelled by the political instability we’ve seen in 2016 and the impacts they have on the global economies, things have become difficult to predict. The UK will begin to see the outcomes of its referendum results, choosing to leave the EU means that the UK is at risk of being cut from the single European market being highly detrimental for Europe’s and the UK’s economies. Even so, amidst the anti-globalisation sentiment that the world has seen with the rise of far-right political parties and supporters, Euromonitor International is positive that 2017 will produce a growth in trade and is expecting to see a growth of 2.3% in consumer expenditure, with the largest percentage despite a slowing economy (Euromonitor1, 2017 ). The Business of Fashion’s Imran Amed commented about the “flat line of growth” the industry has seen in 2016 during a live BOF Voices stream. However the wellness industry has not seen such a “stagnating profit margins”2. Putting a focus on authenticity, transparency and experience will be important for brands as they are a continuous growing trend as consumers reassess their spending priorities and values. Seeing an increase in casualisation and sportswear sales, as well as healthy foods and produce and beauty and travel, it shows that perhaps the next step the industry needs to take is to adapt to these attitudes to attract the New Consumerism consumer.
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GLOBAL WELLNESS ECONOMY
10.6% The wellness economy represents more than 5% of the global economic output.
10.6% growth from 2013 to 2015 amidst a shrinking global economy (the US dollar shrank by -3.6%3 ).
The emerging middle class and consumer interest in health, travel and experiences have caused a strong demand for wellness tourism. This market includes
Primary wellness tourists Who take trips solely for wellness purposes
Secondary wellness tourist
Who engage in wellness activities as part of any trip.
From 2013 to 2015 the wellness tourism expenditures grew by
6.8% annually in US dollars (Global Wellness Institute, 20173)
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1.2 MARKET SHARE
6.5 %
The athleisure trend gave the sportswear sector a major boost in 2016 giving it a
global value growth Euromonitor, 201718
34% 54% “The more global wealth grows, the more people will look for experiences. It’s very much about status as they want to show they care about their bodies and self-preservation, which is why more people are health conscious about what they do, eat and wear.” - Fflur Roberts, 2017 Euromonitor
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1.3 FACTORS AFFECTING THE MARKET
Stress Rise “Burnout, stress and depression have become worldwide epidemics” (Arianna Huffington, 2014) People are looking for ways to de-stress. According to the Health and Safety Executive, in the UK people lost a total number of 11.3 million days due to stress, depression or anxiety. Many people being classified as self-employed and under hourly pay encourage overwork, as they find themselves putting in extra hours of work to be able to make more. (BBC, 2015)37
50%
Adults who have tried or are interested in trying meditation or mindfulness techniques
Researchers at Rand Europe suggested that sleep-deprived workers are costing the
UK economy £40bn a year.
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TRENDS IN THE MARKET 2.
/trend/ Noun
The general course or prevailing tendency.
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2.1 Lifestyle Wellness Trends 2.2 Marketing Trends
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2.1 LIFESTYLE AND CULTURAL TRENDS FLOATING
Described as ‘microwave meditation’, you are cocooned in a pitch black pod filled with body temperature water with Epsom salt. The experience is said to blur the line between body and water, the salts in the water keeps the body completely weightless. Floating also known as Restricted Environmental Stimulation Therapy (REST) benefits of heightened creative thoughts, lasting calmness and suppleness of skin. Vogue editor Nathan Heller describes it as a spa “intended not only to help the body but to serve the mind.”
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HYGGE
The complete absence of anything annoying or emotionally overwhelming. Hygge pronounced ‘hooguh’ is a Danish trend where people are encouraged to surround themselves with comfort (food, clothing and people), light some candles and forget their troubles. It’s functional for as a way to stop working from home, and interacting more with each other. Skagen a Danish clothing brand puts it as “more hospitality, more warmth, more respect for each other and the environments we share. The hygge tradition includes sharing stories—stories about ideas and history, culture and the things we create” They’ve launched an online campaign #HyggeMeans on Instagram to encourage enjoyment of all things “hygge-related”.
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DIGITAL DETOX
Consumers are setting particular hours or days where they refrain from using their electronic devices. It’s a way to step back from constant hyper-connectivity and focus on physical social interactions. To these consumers online dependency has become an issue and often trying to stay connected means more procrastination and more distractions rather than just focusing on the task at hand. After a digital detox consumers feel “recharged and with a different perspective.” Because the phone or computer is not there to interrupt a conversation or through process it increases your productivity. “It’s an opportunity to get back in tune with our own rhythms rather than trying to keep up with the pace of the digital world.” (Booth, F. Forbes, 2014) 39
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SOUND BATHS
Sound baths are a healing therapy that it’s sounds and vibrations induce a meditative state. The healers claim that it reduces stress and pain, lowers the heart rate and relieves anxiety.It’s been described as “the new way to get headspace” (Evening Standard, 2016)
The sound baths consist of sitting (or lying down) from 30 to 60 minutes in a room with your eyes closed and listening to a gong and Tibetan singing bowls being played by the sound master. The goal is focus on the sounds and clear your mind of all thoughts. The practise has been around for years but it has recently received attention from people from all various career paths and ages. Gong meditation teacher Kwali Kumara says, that “Unlike other forms of meditation, sound baths are easily accessible. The gong shuts down the ego point blank and nothing can override it. You can’t help but fall into a deep relaxation.”
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HALOTHERAPY
Halotherapy is an old practice of breathing salt-saturating air. It is a holistic treatment said to detoxifying the respiratory system, promoting better breathing and healing certain skin conditions like eczema for example. This has become popular amongst those seeking a wellness treatment who live in air polluted areas or have been exposed to poor quality air. “The pharmaceutical grade sodium chloride (salt) is heated evaporating all moisture and maximizing the salt’s bactericide. Heat removes all moisture so when the salt is crushed and grinded into micro-particles and inhaled the therapeutic benefits are most effective and able to reach the entire respiratory tract.� (Breathe, 2016)
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MEDITATION
Mental health is now just as important as physical health. The ancient practise of meditating has seen an increase as a way of stress release and wellness. Centres such as MNDFL and Unplug offer quiet spaces for themed meditation. A mass gathering event called The Big Quiet makes sitting in silence appealing, they have taken place in New York, Seoul and they are taking requests to host the event on other cities across the globe. Constant meditation has been said to decrease stress levels, anxiety, insomnia, pain and also improves the quality of life, making people happier, more productive and aware, increases memory and in a study by neuroscientist Sara Lazar, she’s discovered that meditation can too alter the size of Grey matter on the human brain. Due to the Neuroplasticity of the brain, where the neons are communicating differently once you engage in a frequent activity, therefore altering the size/shape of the brain.
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SLOW FASHION MOVEMENT
The slow fashion movement is where “eco”, “green”, “ethical” and “sustainable” fashion come together. Consumers are rejecting the practise of following trends and of fast fashion while supporting artisans and smaller business, fair trade and locally-made clothes. Including the practices of “buying second-hand or vintage clothing, donating of unwanted garments, choosing clothing made with ethically-made, recycled or sustainable fabrics, and choosing high quality garments that will last longer and transcend fashion fads. It is a backlash to the result of the mass production and overconsumption of clothing, and the impact the fashion industry has had on the environmental footprint.” (New Classics, 2016)
*See ‘The Effects of over-consumption the appendix 1
When asked how important it was that brands made ethical choices in a survey held on 124 consumers aged between 17-45
58%
It’s very important
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30%
Affects their buying decisions
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“Fashion brands that are able to create authentic garments that focus on how the clothes have been produced or how the fabrics make people feel, rather than pushing a constructed experience on their customers will fare well.” – Laura Hill, Well To Do *Appendix 2
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2.2 MARKETING TRENDS CONSUMER BONDING
Emotional experiences are rising as a new retailing outlet. Looking into ways in which emotional reaction can be stirred within someone is going be very important to future consumers. Consumers are more open with sharing their thoughts and feelings, according to The Future Laboratory therapy is more accessible; it’s way more open sourced now and the wellness industry is moving forward from just being body conscious to embracing the mind and the mental state.
“As mindfulness and holistic health become further integrated into mainstream thinking more attention is turning to mental and emotional states”
-L:SN, 2016
EXAMPLE: Bamford spas offering spiritual guidance and therapy to their clients.
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AUTHENTIC STORIES
Consumers are looking to relate to the brands in an authentic way. They no longer are buying into sponcored and paid for content when it comes to influencers. To counter this, brands are working with influencers with smaller follower counts and highly engaged audiences, and using techniques like handing social media take-overs allowing them to dictate the content posted on their pages for a day, publishing media like W magazine and Refinery29 have seen success in this method.
“I think luxury marketing is adjusting to the world of social media...It is now becoming more about stories that you can tell- both with words and pictures- as well as content you can frequently update.�
-Luca Solca, 2016
EXAMPLE: Glossier leaving their consumers to share their top shelf beauty products as well as share their stories as an article on the Invto The Gloss blog.
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“The influencers that I tend to be attracted to are those who aren’t selling a product. These are people who are expressing who they are online, without a particular focus on fashion. I like a feeling of authenticity and ease, rather than concern with what is trending.” - Wesley, 19 Napoli, C. 2017 WGSN ‘US: Marketing Luxury to Gen Z’
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“I want to know exactly where my clothes come from, which allows me as a consumer to make informed purchases.” – Ashley, 20, WGSN Napoli, C. 2017 WGSN ‘US: Marketing Luxury to Gen Z’
NOISE CONTROL
Consumers are declutering their life, stepping aside from the digital lifestyles they normally lead opting for a quieter mindset and “simplifying their homes, wardrobes and diets as a departure from the always-on” (WGSN, 2015), and campaigns are responding to this. Subtle marketing moves that are transparent and routed in relatable subjects such as ethical trading and identity receive the best responses from consumers.
EXAMPLE: Thinx campaign “for people with periods” for their reusable period lingerie The Ordinary naming their entire product line out of the key ingredients included in the formula, such as “Salicylic Acid 2% Solution”
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3.TARGET CONSUMER /kuh n-soo-mer/ Noun
A particular group of consumers at which a product or service is aimed.
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3.1 Target Consumer 3.2 Consumer Typologies/ Tribes 3.3 Consumer Psycographic Profile
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3.1 TARGET MARKET
Our brand will be providing B2B services to fashion retailers. Based on the consumer that we aim to attract, our target clients are:
Premium High Street Brands Luxury Brands Established Designers Up and Coming Luxury Designers Luxury Boutiques We want to focus on offering our services to brands in these sectors as they fit the market segmentation that the wellness consumer is likely to shop at. Although the wellnes consumer does not prioritise physical goods, their spending habits consist of:
Ethical/sustainable goods Luxury travel Preventative & Personalized Medicine and Public Health
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TARGETED MARKET SEGMENTATION
HAUTE COUTURE
RTW DESIGNER
PREMIUM HIGH STREET
HIGH STREET
VALUE RETAILERS, FACTORY, OUTLETS, MARKETS
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3.2 COMSUMER TYPOLOGIES These consumers seek to optimise themselves. See fitness and wellness as an insurance for the future. They enjoy exploring and discovering new tribes and cultures. Traveling is an opportunity to educate themselves. They are realistic and are aware of what needs change in society and use technology to voice their opinions.
NonElitists They are looking for escapism for relief from unpleasant realities, so they seek out various activities to clear their minds and distress, such as meditation or being around nature They are interested in the well being of their mental, physical, spiritual an emotional self. These consumers are thriving and hard working with great goals for the future. They are looking for ways in which they can make a difference in the world.
I really want to be a doctor so when things like Ebola break out I can be able to get a group of people and go help or even if it is just to teach them about hygiene, so they can then tell their relatives about It... and so on. Knowing that I was able to make that small difference in someone’s life is what motivates me to get through medical school.” - Amelia, 21
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Consumerism is not the most important aspect when it comes to their spending habits. This consumer is multifaceted being – one might be into skateboarding, while another might be into art” They are looking for brands that provide authenticity and uniqueness (i-D, 2016)
Middle class to affluent consumers who have the discretionary spending power to be health conscious, ranging from Baby boomers to Gen Z, who prioritise spending on organic and superfoods, restaurants, gym memberships or mindful travel destinations. They are keen on finding a deeper meaning in life, the value they place on spiritual wealth over physical possessions. Take a holistic approach to life , some choosing complimentary alternative medicines as their choice of healing, and has meditation as part of their daily activities and may even hold believes in the power of crystals and astrology.
Holistic Seekers
These consumers are most likely to invest on the products they purchase, such as luxury skincare and sustainable fashion.
wellness represents being kind to yourself, loving yourself, not beating yourself up, thinking positive about yourslef in a balanced way. It’s that simple, but it can make the biggest difference - Mark Phillips, Spellbound Sky Co-Founder
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Millennials have the “idea that they are global citizens living in borderless environments with converging education and culture, and are values driven in search for meaning and connection to brands� - Business Of Fashion, 2017
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3.3 CONSUMER PSYCHOGRAPHIC PROFILE
Innovators
Early Adopters
Early Majority
Late Majority
Laggards
The Wellness consumer falls between the Early Majority and Late Majority category. This because They are constantly travelling and exploring that they are bound to discover a new product or trend. However they don’t physically go seeking out for these, and often find themselves adapting to already established trends
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4. COMPETITIVE
LANDSCAPE /kəmˈpɛtɪtə/ Noun
An organization engaged in commercial or economic competition.
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4.1 Competitors 4.2 Competitors Position Matrix 4.3 Competitors Analysis
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4.1 COMPETITIVE LANDSCAPE COMPETITORS
With the brand that I hope to establish, the competitors chosen have been narrowed down based on the services they offer and the market sector they target. Brand Consulting Consumer Insights & Forecasting Workplace Wellness We want to position ourselves in directly in the middle between wellness and premium to luxury fashion, something that only very few of our copetitors are doing.
By focusing on a very niche market we face some advantages when it comes to our competitors. 1. Very little competitors 2. More time spent engaging and understanding the target consumer 3. Higher chances of earning brand loyalty. (Your Article Library, 2016)
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Direct competitor offering insights and brand consultency for brands in the wellness industry.
Direct competitor offering wellness at work programes to brands.
Leading future forecasted specialising in consumer attitudes for various industries and global markets.
Leading trend forecasting and consumer insights consultant for the fashion industry.
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4.2 COMPETITIVE POSITION MATRIX H I G H
P R I C E
LS:N Global WGSN
The Vault
Well To Do London H I G H F A S H I O N
H I G H W E L L N E S S
Urban Guru
L O W
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P R I C E
COMPETITORS ANALYSIS Competitors Research Competitor
Wellness
Fashion
Market
Market
Key Strengths Established consumer insights
Key Weaknesses Few mentions of the
Advantages Our brand can provide more in-
provider for various market sectors. wellness lifestyle. When depth studies on the wellness
LS:N GLOBAL
Large global researching network,
it is mentioned it tends consumer
quick with bringing to brands
to be very sports
insight on future consumer
centered or mixed in
attitutes
with other concepts and ideas
Provider of wellness at work for
New business. The
Targeting the fashion industry, who
corporate companies
corporate world is not
are more open about wellness and
too open about holistic holistic practices. Coming from a practices
fashion background, our brand knows the issues preoccupation
URBAN GURU
the workers in the industry face, therefore our brand's programme can be tailored uniquely to suit our client's needs.
WELL TO DO
Leading global resource and
Putting a focus on all
Our brand aims to target a single
consultancy for brands in the
areas of the wellness
segment of the market unlike Well
wellness industry. Rapidly growing industry limits the depth To Do London, giving our brand an of research and work
LONDON
advantage on the type of insights
that can be put into the we provide for our clients fashion sector Established trend forecaster for the When it comes to WGSN
Being a smaller brand will benefit
fashion industry. Established global wellness, they focus on us on the time and unique offering outreach
the entire industry.
we can provide for our clients
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THE PROPOSAL 5.
/prəˈpəʊz(ə)l/ Noun
A plan or suggestion, put forward for consideration by others.
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5.1 Gap In The Market 5.2 Brand Introduction 5.3 Brand Philosophy 5.4 The Services 5.5 Branding
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5.1 THE GAP IN THE MARKET The wellness lifestyle has begun to affect the fashion industry. The increase of interest in lifestyle trends cause a big drive on the production of fashionable and transitional athletic wear and the casualisation movement (where we see the demand for more casual wear in the market). To take advantage of this many brands have released their very own athletic wear line, or incorporated it into their collections some examples are:
However the wellness lifestyle stretched beyond just sports and travel. Our brand aims to close that gap between fashion and wellness. We want to help emerging or established brands capitalise on the wealth of opportunities present in this vast and fast growing industry.
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The Vault is an insights company to help the fashion industry understand the wellness market and it’s consumers. Offering a subscription and consultancy services to help brands plan for the future and adapt to a more ethical and mindful business strategy. The Vault is an ideology that merges timeless and up and coming brand with quality, social responsibility, and environmental awareness.
We visualise potentials, our approach is tailored uniquely to our client’s needs. We pride ourselves in inspiring clients with ideas to take their brands further in towards a thriving mindful future, where there is a fruitful relationship between them and their customer. By working closely with other sectors of the wellness industry and using various primary research methods to gain a clear overview of how the wellness consumer behaves and reacts to change we aim to bring to our clients an in depth insight on the direction they should aim to take to attract a highly demanding and selective consumer.
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5.3 BRAND PHILOSOPHY The Vault was created to form the bridge between the fashion industry and the wellness industry. We believe that it is important for fashion brands to take on the mission of being mindful and ethical in all aspects. We want to be the platform where designers and brands can feel that they can find the most fitting way of introducing the wellness aspect to their brand, to educate and engage with the new modern consumer who values experiences over expenditures. Our work will focus on understanding how brands can attract the wellness consumer to establish a lasting relationship and help them plan for the future.
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5.4 THE SERVICES Consumer Insight Will be subscription based, available on our website, and can be accessed on log-in by the clients. We’ll update it daily with new trends consumer attitudes that can affect their business positively or negatively. This information will be sources primarily from primary research from our team.
Marketing Strategies B2B service where we’ll work on creating effective campaigns for the brand that will interest not only their customers as well as attract new consumers that embrace the wellness lifestyle. Our campaigns will focus on increasing consumer engagement, we focus on producing long term effects, with attracting consumers that are going to invest on the brand for a long time and not one time buyers.
Wellness Experiences As wellness consumers are choosing to spend their time and money on activities that make them feel good, rather than buying physical products, this service is for brands that are not looking to incorporate a full marketing campaign on wellness but have an interest in attracting that consumer. We will plan and implement this for them. This is important because research showed that many wellness consumers feel at times that when brands host such wellness events it feel unauthentic, and like they are just trying to jump into the trend because it’s trendy. “a first-of-its-kind wellness festival aimed at Generation Z, was launched earlier this year, some commentators complained that the company was merely jumping on the wellness bandwagon.” - LSN Global, 2016 on the unsuccessful event by WellJelly
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Creative Development This will focus mainly on a visual aspect, branding and packaging and social media content creation. This will also offer clients access to our database of trendy wellness influencers, where they can collaborate together to drive engagement.
Ethical Production strategies We’ll work together with the non-profit organisation Fashion Revolution, who has been working with sustainable fashion industry since 2013 . With this we want to offer a direct line different suppliers and factories around the world to our clients, to guide them to having an ethical and transparent supply chain.
Wellness at work Our programme will focus on educating fashion brands on paying closer attention to the wellbeing and mental state of their employees. The fashion industry, is a very fast paced and highly demanding industry to work in, “blurring the lines between work and private life� (Pike, 2016). We will work with our clients to develop a fitting programme where it can benefit their employees needs. This will increase productivity and positivity from their employees.
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5.5 BRANDING
C
O
L
O
S
E
U
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C
O
N
A
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Y
L
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G
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S
S
HEX: FFFFFE RGB: 255-255-255 CMYK: 0-0-0-0 PANTONE SOLID COATED 663 C HEX: 000000 RGB: 0-0-0 CMYK: 91-79-62-97 PANTONE SOLID COATED BLACK 6 C Seasonal Colour HEX: C6DE73 RGB: 198-222-115 CMYK: 25-0-70-0 PANTONE SOLID COATED 2288 C
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D
F
HIND :
O
N
T
S
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
HK Grotesk :
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Prata :
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Fun Reliable Transparent
Essence
Creativity Transparency Integrity Curiosity
Values
Benefits
Trustworthy and transparent brand. Authentic and open valued by consumers. Long lasting customer relationships. Genuine, Personal, Diverse, Empowering, Authentic
Attributes
Competitors
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6. MARKETING
MIX
/mahr-ki-ting/ Noun
A plan or suggestion, put forward for consideration by others.
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6.1 Intergrated Marketing Strategy 6.2 Place 6.3 Price Policy & Princing Architecture 6.4 People 6.5 Employees 65
6.1 INTERGRATED MARKETING STRATEGY
TRADE SHOWS & SUMMITS
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Trade shows are a great form of introducing our brand to the market, and enables us to raise awareness for our brand, and we are able to interact with industry insiders in person and explain in detail what we do.
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Booth Set-Up Example
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INFLUENCER MARKETING 77% marketers used influencer marketing to drive engagement around their brand
- Linqia, 2017
Our work with influencers will be on the bases of co-creating. Rather than trying to get them to share posts on their platform simply to reach their audience, we want to collaborate with them in creating content or experiences that speak to their followers.
OUR FOCUS WILL BE ON Fashionable Highly interested in wellness Creative Fits brand values Highly engaged with their audience
Lottie Murphy @lottiemurphy_ Pillates Instructor/ Youtuber 40.3k followers
As the wellness consumer is a very niche market, we don’t want to focus on high follower counts but on how engaged the influencer and their audience is. With this, we hope to establish a network or influencers and loyal brand followers for future projects, networking events and research for our consumer studies. Natash Scarlet @t Founder & Director of RED Agency London 3,897 followers
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“Studies have shown that audiences, especially millennials, are becoming less responsive if posts are paid for�8
-Laura Hill, 2017
Our aim is to work hand-in-hand with a curated list of influencers, we want them to engage with our brand naturally so that the relationship is authentic. Starting by hosting small gatherings and dinners to get to know them and their interests and understand what content they aim to produce for their followers and how our brand can help them achieve it in a way that will be mutually beneficial.
The following influencers shown have been selected as they lead an active lifestyle that focuses on wellness as well as a great interest in fashion and are highly engaged with their followers. *For a full list of influencers please see Appendix 3 Rachel Nguyen
Natalie Glaze
@thatschic
@natalieglaze
Fashion blogger/
Travel Food &
youtuber
Fitness Blogger
83.5k followers
20k followers
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EDITORIAL/MEDIA COVERAGE Press releases will be sent to a variety of relevant media to gain coverage.We want to attract fashion brands therefore we will be targeting predominantly fashion media, as well as blog style media as they attract a large number of influencers. Targeted press include:
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ONLINE
BLOG
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SOCIAL MEDIA
We will use our social media to share news and updates on our brand and relevant ethical fashion and wellness news. This will be mainly focused on Facebook and Twitter. We will use instagram to share inspirational images, share behind the scenes of the projects we’re working on and do ‘take-overs’ where we’ll lave the page to be managed by an influencer during certain events. We also feel that it is important to have a precsnece in the following social media channels:
BEHANCE To showcase our visual outcomes. It’s also a great way to attract future clients.
LINKEDIN Particularly importat to stay updated with what brands are doing, and share insight content linked to our site
YOUTUBE As we want to be producing a variation of wellness events, it’s important to be able to share this n a platform that has a large audience. This also allows our influencers to create content for the channel
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6.2 PLACE The Vault headquarters will be in London. This because it is a highly active city, seeing tourists flying in from all across the world. It is also where majority of the brands we hope to work with are based for the UK market.
HEAD OFFICE 35 Charles Square, London N1 6HT. Old Street: It is a trendy area in Central London with easy access to transport and proximity to the social places the wellness consumer would attend, such fitness gyms, health bars and restaurants. Building: Spacious open plan working spaces, offers natural light from large windows. It is an eco friendly build that also meets the companies aesthetics.
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Distribution Strategy
Our main channel of distribution is online, opening doors or clients all over the world. To provide the highest standards of service to the brands we work with, we will have a network of researchers and contributors across each continent, bringing in insights on consumer attitudes and habits and trends in fashion, wellness and retail from different markets.
Although the brand is based in London, our team will cover information on various continents for our insight reports and for the consultancy service the client can easily access us through our London offices or we can travel directly to them wherever they are located in the world.
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6.3 PRICE POLICY & PRICING ARCHITECTURE INSIGHTS SUBSCRIPTION
PACKAGE 1
SINGLE REPORT
£3,215.29
PACKAGE 1
PAY MONTHLY
£1,174.5 per 5 screens a month
PACKAGE 2
PAY YEARLY
£14,094 per 5 screens year
£14,094 per year
Includes
Includes
Includes
Access to previews of reports Instant payment and download of reports. Limit to 5 reports a month
Access to articles Daily digest newsletter Insightful news briefings
Access to articles Insightful news briefings Bi-annual special print editions Exclusive networking events with industry insiders
Having a subscription service will allow The Vault to have a continuous stream of income coming in. By having some reports available to purchase on their own also gives the customer the opportunity to gain some insights without fully committing to our brand. Offering a monthly plan gives our clients the flexibility of being able to cancel their subscription to when they feel they no longer need it. However the yearly plan insures that they will stay with our company for longer period of time, therefore we offer more perks to give them this incentive
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OTHER SERVICES
We will be working on a fixed bid basis. Based on the anticipated number of hours for a project multiplied by an hourly fee of the consultant.
During our first years, fees can increase or decrease depending on who we will be working with. For example: If we approached an established brand with a brief and it has been accepted, we may not charge for the project on the basis that it will benefit our brand by increasing our brand value
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PRICING
Wellness Marketing Consultancy £162.00 p/h
Wellness Events Production £118.00 p/h
Creative Development £98.00 p/h
Wellness at Work Program £87.00 p/h
Ethical Production Strategies £118.00 p/h
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6.4 PEOPLE RESEARCHERS NETWORK
Our insight from across the world will be coming in from a list of curated researchers and relevant wellness industry insiders from various countries. This way we can provide the most accurate overview of the industry and consumer attitudes as we will be providing insights for the global consumer.
INFLUENCERS & CONTRIBUTORS We will also use our network of influencers to create content to generate awareness for our brand, such as having them create Op-Ed posts on our site that can be accessed by our clients, social media take-overs and collaborate on projects where they can involve their followers.
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6.5 EMPLOYEES Researchers - Internal researchers based in London that will be in charge of collecting all information regarding ethical fashion and wellness trends. Their daily tasks include, finding primary and secondary information, interviewing relevant people in both industries and testing out products and experiences.
Internal Forecasters & Analysts - The people in charge of analysing the information brought in from the internal researchers and external researchers. Their role is mainly to analyse the information acquired and create forecasting report/insight reports to keep the website updated daily.
Copyrighters - In charge of creating all of the copy necessary for the website and bi-anual insight books.
Graphic Designers - The Creative Development team. They will be split into two sectors, the digital designers who will focus creating the visual content for our online reports and website and the designers who will work with our clients on branding and creating the visual aspects of their brand.
Ethical Sourcing Department - They are the people in charge of working with our partners from Fashion Revolution, they will be in direct contact with fair trade and ethical suppliers and factories and create strategic plans to introduce to our clients to have a transparent and ethical supply chain. Vault Marketing & Sales Team - This team will be in charge of bringing clients to The Vault, by creating briefs and pitching it to brands who we feel suit our ethos. Working directly with the events team and our network of influencers to raise brand awareness online and offline.
Wellness at Work Team - They will be in charge of running the program, introducing it to our potential clients, curating the right programme to suit the client’s employees needs and finding and connecting the correct wellness instructor to the most fitting company.
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7. BUSINESS
PLANNING /biz-nis plan-ing/ Noun
The act or process of creating a plan for a profession or trade.
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7.1 Business Model Canvas 7.2 Revenues, Costs & Investments 7.3 SWOT
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7.1 BUSINESS MODEL CANVAS Key Partners/ Suppliers 1. Non-Profits Organisations: Global Wellness Institure Fashionrevolution.org 2. Network of researchers (External)
Key Partners Activities • Wellness Lifestyle researchers • Research Analysis • Consultancy • Website • Trade Shows •Trend Book • PR/ Digital Media
Value Proposition 1. Consumer Insight Report 2. Marketing Campaign 3. Implement Wellness Driven Experiences
3. Internal analysts & forecasters
4. Creative Development
4. Website provider/ support
5. Promote Wellness At Work
5. Investors 6. Subscribers
6. Guide To A Clean Supply Chain
7. Network of Influencers
(with Fashion Revolution)
8. Internal Graphic Designers 9. Event Coordinators 10. Workplace Wellness Intstuctors
Key Resources • Network of researchers •Internal forecasters • Specific Consultants • Space/ Office • Equiptment/ Computers
USP: Only brand focusing on merging Wellness with Fashion brands outside of sportswear Working with a network of influencers in the wellness industry Special group of researchers across the world.
Cost Structure 1. Keeping the site online/ maintenance 2. Traveling & Research 3. Broadband bills 4. Book printing and binding (made based off the number of clients) 5. Influencer Marketing 6. Network of researchers 7. Office location/ rent 9. Website security
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Customer Relationships • Building relationships with key influencers and partnering up with them to create creative projects that their audience is looking for.
Consumer Segmentation • Established fashion brands • Up & coming designers • Ethical brands
• Pitching marketing campaigns to brands we want to work with.
Distribution Channels • Trade shows • Print & digital media coverage (PR) • Social Media Marketing (working with influencers on projects)
Revenue Streams 1. Subscription service for the insights £350 p/m (£4,200) 2. 1-to-1 consultancy. £3,000 + project budget
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REVENUES
Insights Subscription
£14,300.00
Insights Reports
£3,215.29
Wellness Marketing Consultancy
£162.00 p/h
Wellness Events Production
£118.00 p/h
Wellness At Work Program
£87.00 p/h
Creative Development
£98.00 p/h
Ethical Production Strategies
£131.00
COSTS
Office Building & Expenses
£21,945.00
Staffing
£15,000.00
Global Research/Contributers Network
£9,996.00
Research & Travel
£6,800.00
Influencer Marketing
£66,000.00
Trade Shows Marketing
£25,000.00
Website Maintenance/ Security
£10,000.00
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INVESTMENTS
Network of Influencers
£66,000.00
External Global Researchers
£9,996.00
Internal Forecasters & Analysts
£162.00 p/h
Internal Graphic Designers
£118.00 p/h
Workplace Wellness Instructors
£87.00 p/h
Offline Marketing
£25,000.00
ESTIMATED INVESTMENT
£154,741 ESTIMATED DEVELOPMENT TIME
6-12 Month 90
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7.3 SWOT
STRENGTHS Only brand in the market focusing completely on wellness and fashion Niche markets allows us to focus on a single consumer, and really understand their needs Various sources of income, looking into wellness and ethical fashion
WEAKNESSES
Only brand in the market focusing completely on wellness and fashion Niche markets allows us to focus on a single consumer, and really understand their needs New and thriving market with room for new businesses
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OPPORTUNITIES New and thriving market with room for new businesses By discovering new wellness technologies, there’s room to collaborate with clients on creating mood altering garments There’s an opportunity to run seminars exclusively for the fashion industry in wellness
THREATS The few competitors are big and recognised brands with established clients and influence in the market Wellness in fashion may not work outside of athleisure Brands may choose to develop their wellness marketing campaigns on their own Relying on some of our information coming from outside sources, does not guarantee that it will be exclusive to our brand
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CONCLUSION The wellness consumer is an important figure in the current market. With more people embodying similar lifestyle choices of shopping less and experiencing more, the rate of expenditures in luxury wellness will only continue to rise. With that, these consumers are looking for a brand that they can relate to and trust. As consumers are shopping less for goods, therefore the next step forward is for brands to create innovative ways in which they can keep the consumer engaged through sustainability, transparency and innovation. Values is the key point to take from the research found,The Vault aims to guide brands to improve and act on those values to earn the trust and respect from the wellness consumer. Brands should be looking to implement marketing strategies that gain long term effects, and focus on the nature of how their business is being run, the amount of work demanded from their employees and how their products are being made. Focusing on such aspects will put brands in a brighter light to this wellness consumer, and will earn the brand a long time customer.
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9. QUANTITATIVE & QUALITATIVE RESEARCH
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9.1 WORKING IN FASHION RESEARCH CONDUCTED ON A GROUP OF 15 (2 MEN AND 13 WOMEN) WORKERS IN THE FASHION INDUSTRY, AGED BETWEEN 22 TO 35+. This research was conducted in the hopes to recive some feedback regarding the wellness at work program.
WHAT AREA OF THE FASHION INDUSTRY ARE YOU WORKING IN?
IN-Store
Head Office
Manufacture
Production
Distribution
0
98
1
2
3
4
5
6
7
8
WHAT LEVEL IS YOUR CURRENT POSITION?
8 7 6 5 4 3 2 1 0 Intern/
Junior
Manager
Assistant
Prefer Not To Say
HOW MANY EXTRA HOURS WOULD YOU SAY YOU PUT INTO WORK? 5
4
3
2
1
Less
1-2
3-4
5+
than 1
99
HAS WORKING IN FASHION EVER AFFECTED YOUR PERSONAL LIFE?
No 26% Sometimes 20%
Yes 53%
DO YOU MIND HAVING TO MIX YOUR PERSONAL LIFE WITH WORK?
Doesn’t apply 26%
Sometimes 13%
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Yes 60%
RATE HOW COMFORTABLE ENOUGH YOU FEEL TO TALK TO YOUR SUPERVISOR/BOSS REGARDING WORKING EXTRA HOURS? 6 5
4
3
2
1
0
Very Comfortable
Comfortable
Neutral
Uncomfortable
Very Uncomfortable
* All of the people who voted ‘Uncomfortable’ are in the intern/ assistant position RATE HOW COMFORTABLE ENOUGH YOU FEEL TO TALK TO YOUR SUPERVISOR/BOSS REGARDING WORKING EXTRA HOURS?
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I PLAN ON ORGANISING A PROGRAM TO INTRODUCE TO FASHION COMPANIES, WHERE DESK YOGA, MEDITATION AND OTHER ACTIVITIES TO RELEASE STRESS DURING WORKING HOURS. IF THIS WAS AVAILABLE IN YOUR WORKPLACE, HOW LIKELY ARE YOU TO USE IT? 12
10
8
6
4
2
0
Very Likely
No 33%
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Likely
Unlikely
HAVE CONSIDERED MEDITATION OR OTHER HOLISTIC METHODS TO RELAX
Very Unlikely
Yes 66%
9.2 WELLNESS IN FASHION RESEARCH CONDUCTED ON A GROUP OF 124 people ranging from the ages of 16-45+ This research was conducted in the hopes to receive some feedback regarding the wellness in fashion.
DO YOU FEEL SOME FORM OF CONNECTION OR EMOTION WHEN YOU PURCHASE SOMETHING?
50%
50%
No
Yes
ARE YOU MORE ATTRACTED TO BRANDS THAT REFLECT ON YOUR PERSONAL VIEWS AND BELIEFS?
100% Yes
ARE YOU LIKELY TO PAY CLOSER ATTENTION TO A BRAND IF IT HELD EVENTS FOR CONSUMERS THAT GO BEYOND SELLING A PRODUCT?
100% Yes
RATE THE IMPORTANCE OF TRANSPARENCY ON THE CHOICES BRANDS MAKE TO YOU.
10% 70% 103
10. APPENDIXES /uh-pen-duh-seez/ Noun supplementary material
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10.1 Appendix 1
Sustainability & Transparency
“Brands that establish a reputation for environmental stewardship among today’s youngest consumers have an opportunity to ... build loyalty among the powerspending Millennials of tomorrow, too� (Grace Farraj, SVP, Public Development & Sustainability, Nielsen, 2015) Younger consumers have a higher desire to know where the products they consume come from and how it is made. Nielsen reported that Gen-Z are willing to pay more for products and services from companies who are committed to positive social and environmental impact4. A willingness to investigate, combined with the ease of doing so, means that Gen-Z will likely value transparency even more than current adults. ( The Hartman Group, 2016 )
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Effects of Over Consumption
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10.2 Appendix 2
Email with Laura Hill Senior Editor at Well To Do London
Re: Wellness in Fashion
Laura Hill [laura@welltodolondon.com]
Sent:Friday, March 03, 2017 11:04 AM To: Ruth Rangel
Hi Ruth, Please see my response below: As the multitrillion dollar global wellness economy continues to expand, the definition of wellness and what it means to the individual is also evolving. In 2016, we saw the quest for wellness move well beyond fitness and nutrition, as consumers began to realise how other aspects such as the power of sleep or the impact of our emotional wellness can also have a huge impact on our wellbeing, and the market was quick to react (see Under Armour’s sleep recovery range). Moving forward, as the notion of wellness continues to become even more entrenched in consumerism, I believe that individuals are going to start to become disenchanted with the elite nature of the market and demand more authenticity. In light of this, I think fashion brands that are able to create authentic garments that focus on how the clothes have been produced or how the fabrics make people feel, rather than pushing a constructed experience on their customers will fare well. Getting real about what true wellness is and should be, in the future, the quest for wellness will expand to cover sustainability, transparency and connection, with consumers driving the transformation. If fashion brands are able to convey these aspects through their brand message and product line, that is where the real and authentic wellness experience will lie.
I hope this helps.
Laura
On Wed, Feb 22, 2017 at 10:33 AM, Ruth Rangel <RRangel@students.ucreative.ac.uk> wrote: Hi Laura, The project is due for the 27th of March. Best wishes, Ruth
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On 22 Feb 2017, at 09:59, Laura Hill <laura@welltodolondon.com> wrote: Thanks Ruth,
I hope this helps.
Laura
On Wed, Feb 22, 2017 at 10:33 AM, Ruth Rangel <RRangel@students.ucreative.ac.uk> wrote: Hi Laura, The project is due for the 27th of March. Best wishes, Ruth On 22 Feb 2017, at 09:59, Laura Hill <laura@welltodolondon.com> wrote: Thanks Ruth, I'm happy to help. When is your deadline? Laura
On Mon, Feb 20, 2017 at 1:52 PM, Ruth Rangel <RRangel@students.ucreative.ac.uk> wrote:
Hi Laura, Thank you for offering answer my questions. My project is looking into how the fashion industry would benefit from incorporating wellness. It's a huge and growing market, and sportswear brands have really benefited from introducing it into their stores, like Lululemon and Nike. But my question is, do you think there is a possibility for fashion brands outside the sportswear/activewear sector can embrace wellness/mindfulness? Would the wellness consumer show interest if a brand endorsed wellness without it being a sports or meditation-centered experience, for example if they marketed in ways of how the clothes they are producing would make them feel. Or do you feel that the wellness consumer wouldn't pay attention to it because they are mainly looking for experiences and not just purchasing a product? It would be great to get your opinion on this as an industry professional for this report. Again, thank you so much for your time. All the best, Ruth
-Laura Hill Senior Editor | Welltodo 14 Bedford Square, London WC1B 3JA +44 7751 093 497 http://www.thisisbow.com/ www.welltodolondon.com
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10.3 Appendix 3
Competitor Further Analysis
Future Laboratory as it’s parent company founding in 2001. With over 44,6K followers combined on their social media pages. Services 1. Trend forecasting 2. Consumer insight 3. Brand strategy and innovation Easily functional website. Access is limited to client. Demo pages WEBSITE
of their reports available. Contact information easily available Offices: London United States Australia Global Outreach
LS:N lacks it’s own individual image from it’s parent company. Coherent branding throughout it’s social media pages. The merging of both brands into one social media page has earned them a large following count.
110
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Founded in 2016, they Urbn Guru provides corporate yoga & mindfulness workshops to lower employee stress, helping them to find balance in a hectic world. Offices: London Services 1. Yoga classes 2. Meditation classes 3. Destressing workshops for office jobs. WEBSITE Easy to use website. Provides insight reports on workplace wellness. Clear and straight to the point, nothing too innovative about itâ&#x20AC;&#x2122;s website or social media pages
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Founded in 1998 WGSN merged with it’s competitor Stylesight in 2013 and have expanded their global outreach even further. It’s revenue coming from their subscriptions different product subscriptions (WGSN Insight, WGSN Fashion, WGSN Lifestyle & Interiors, WGSN Instock, WGSN Styletrial),
Services
Offices: Europe North America South America Africa Asia Pacific Global Outreach
1. Subscription insights in fashion, lifestyle and WEBSITE
interiors and instock 2. Consultancy
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WGSNâ&#x20AC;&#x2122;s use of social media is effective, as they focus on posting inspirational images and articles that are relevant to their consumer. Their profiles are cohesive and generate large response and engagement from their followers
TUMBLR
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Well to do advises companies on the impact of future trends and consumer attitudes about health and wellness across the food & beverage, fitness, fashion, technology, beauty, and travel sector
Offices: London Services 1. Advisory services for wellness brands 2. Essential global wellness news WEBSITE
3. Industry founders events 4. Career opportunities in the wellness sector
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Well To Do has a clear consistent branding throughout their social media pages. They are mostly used to promote the content shared on their website, from brands that have popped up in the media recently to upcoming events and careers in wellness. It reflects the brand and itâ&#x20AC;&#x2122;s purpose in the industry, which is to share new information in the wellness market.
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10.4 Appendix 4
Influencers chosen to work with The Vault
WELLNESS INFLUENCER LIST
NAME OCCUPATION Phoebe Greenacre Lifestyle Blogger Adrienne Dancer Tara Blogger Hayley Jane Warnes Blogger AJ Odudu Presenter Natalie Glaze Blogger Natasha Scarlet Press Agent Lottie Murphy Pilates instructor Rosie Hope Gregory PT/Dancer Lucy Jane Stephens PR Alexis & Isis Singers Sarah Raphael Writer and Editor Iris Louwerens Business Coach Rachel Nguyen Fashion Blogger Mia Carucci dj/model
SOCIAL HANDLE https://www.instagram.com/woodandluxe/ https://www.instagram.com/adrienne_ldn/ https://www.instagram.com/taralondon/ www.breaktheloop.net https://www.instagram.com/ajodudu/ https://www.instagram.com/natalieglaze/ https://www.instagram.com/natashascarlet_/ https://www.instagram.com/lottiemurphy_/ www.rosiehope.com https://www.instagram.com/lucyjanestephens/ https://www.instagram.com/stbeautyband/ https://www.instagram.com/sarah_raphael/ https://www.instagram.com/irislouwerens/ https://www.instagram.com/thatschic/ https://www.instagram.com/miacarucci/
A short list of influencers that we feel are suitable to work with our brand. Although some haver follower counts in the 100s and others have ten-thousand, they are very engaged with their followers, often sharing reviews and products and advise they get from their followers online. The current list does feature UK based influencers, as we want to launch in the UK, there are a couple of international bloggers such as Rachel Nguyen and Alexis and Isis, the goal is to expand it globally to fit the markets that we want to expand to.
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10.5 Appendix 5
Pricing Sources
Creative services
To gain an insight on how much to charge for the services, the AAR Benchmarking Survey report from 2015 was used, to gain an idea on what consultancies charge fr their services. This was also very helpful in coming up with the costs and revenues that The Vault would receive from its services. The full report can be found at: https://www.cips.org/ Documents/Knowledge/3rdparty-materials/AAR_ Benchmarking_Survey_2015. pdf
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AAR BENCHMARKING SURVEY
● The mean overall for traffic and project management rate-card charges
CREATIVE SERVICES – TRAFFIC AND PROJECT MANAGEMENT (Job titles include: Creative Services Director, Head of Traffic, Traffic Manager, Production Manager, Producer, Art Buyer, Studio Designer, Artworker, Typographer, Proof Reader)
EXAMPLE RATES FOR MID WEIGHT TRAFFIC AND PROJECT MANAGEMENT CREATIVE SERVICES
has increased by 5% but, within this headline figure, there are individual differences across agency disciplines. Once again, PR agencies are most bullish in their increases relative to 2012. MEAN OVERALL % CHANGE
HIGH OVERALL % CHANGE
LOW OVERALL % CHANGE
Advertising
+5%
+5%
+17%
Multi discipline
+2%
-1%
-11%
Digital
-1%
-13%
+7%
PR
+12%
+43%
-28%
All
+5%
-16%
-3%
MEAN RATE PER HOUR £
HIGHEST RATE PER HOUR £
LOWEST RATE PER HOUR £
Advertising
93
139
65
Multi discipline
90
140
45
Digital
98
125
70
PR
118
150
66
All
96
150
45
AGENCY TYPE
● What stands out in these figures is the massive growth in hourly rates for
Digital and PR agencies. We think this is due to both these agency types having under-charged for these services two years ago. They are now re-calibrating their rates relative to an increased volume of film output as well as to what the wider agency marketplace charges.
CREATIVE SERVICES – TV AGENCY TYPE Advertising Multi discipline (Job titles include: TV producer, TV assistant, TV production executive)
EXAMPLE RATES FOR MID WEIGHT TV CREATIVE SERVICES
MEAN OVERALL % CHANGE
HIGH OVERALL % CHANGE
LOW OVERALL % CHANGE
+8%
+6%
+2%
-15%
-12%
-32%
Digital
+104%
+78%
+167%
PR
+49%
+67%
+80%
All
+6%
+19%
-15%
MEAN RATE PER HOUR £
HIGHEST RATE PER HOUR £
LOWEST RATE PER HOUR £
Advertising
95
130
65
Multi discipline
87
126
45
Digital
NA
NA
NA
PR
134
200
100
All
100
200
45
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11. REFERENCES /ref-er-uh ns/ Noun
A plan or suggestion, put forward for consideration by others.
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Bibliography 1 Euromonitor Communications. (2017) Global Economies and Consumers in 2017. At: http:// go.euromonitor.com/white-paper-2017-global-economies-consumers.html (Accessed on March 7 2017) 2 The Business of Fashion. (2017) The State of Fashion 2017 Report. At: https://www.businessoffashion.com/articles/news-analysis/the-state-of-fashion-2017 (Accessed on February 7 2017) 3 Yeung, O. And Johnston K. (2017) Global Wellness Economy Monitor January 2017. At: https:// www.globalwellnessinstitute.org/global-wellness-institute-releases-global-wellness-economy-monitor-packed-with-regional-national-data-on-wellness-markets (Accessed on March 7 2017) 4 IMF. (2016) World Economic Outlook Database, April 2016 Edition. At: http://www.imf.org/ external/pubs/ft/weo/2016/01/weodata/index.aspx. (Accessed on Feburary 22 2017) 5 Nielsen (2015) GREEN GENERATION: MILLENNIALS SAY SUSTAINABILITY IS A SHOPPING PRIORITY At: http://www.nielsen.com/us/en/insights/news/2015/green-generation-millennials-say-sustainability-is-a-shopping-priority.html (Accessed on March 10 2017) 6 The Hartman Group (2016) Wired Youth, Wise Elders: Consumers Young And Old Are Reshaping Food Culture -- And The Food Industry. At: https://www.forbes.com/sites/thehartmangroup/2016/11/08/wired-youth-wise-elders-consumers-young-and-old-are-reshaping-food-culture-and-the-food-industry/#30e0a90e29af (Accessed on March 10 2017) 7 Fitzpatrick. E, (2017) This Is Officially the Most Popular Brand With Millennials. At: http:// www.whowhatwear.co.uk/most-popular-millennial-brand/ (Accessed on April 2017) 8 Richardson, L. (2017) ‘A freelance yoga teacher who has taught yoga classes in FTSE 100 banks’. Well To Do London Quote. At: http://www.welltodolondon.com/tears-tech-terrariums-future-workplace-wellness/. (Accessed on Feburary 22 2017) 9 Marketing Magazin (2016) ‘How Much Do Influencers Charge?’. At: http://marketingmagazin. eu/2016/10/25/how-much-do-influencers-charge/ (Accessed on 13 April 2017) 10 Wishhover,C. & Brooke, E. (2016) ‘GWYNETH PALTROW’S GOOP LAUNCHED A SKIN-CARE LINE: OUR REVIEW’. [Online] At: http://fashionista.com/2016/03/goop-skincare-review. (Accessed on January 2017 11 Raphael, R. (2017) Athleisure Makeup Has The Cosmetics Industry Breaking A Sweat. At: https://www.fastcompany.com/3067727/innovation-agents/athleisure-makeup-has-the-cosmetics-industry-breaking-a-sweat (Accessed on 13 Feburary 2017) 12 Tardiff, S. (2016) Nike Expands Campus in Belgium to Become More Eco-Friendly. At: http:// www.architecturaldigest.com/story/nike-expands-campus-belgium-more-eco-friendly (Accessed on 14 February 2017)
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13 Amed, I. (2016) Sustainability Is Out, Responsible Innovation Is In. At: https://www.businessoffashion.com/articles/right-brain-left-brain/sustainability-is-out-responsible-innovation-is-in-copenhagen-fashion-summit-environment-nike-patagonia (Accessed on 14 February 2017) 14 Ditty, S. (2015) Fashion Revolution White Paper 2015 ‘It’s Time for a Revolution’. At: http:// fashionrevolution.org/wp-content/uploads/2015/11/FashRev_Whitepaper_Dec2015_screen.pdf (Accessed on 20 February 2017) 15 Elite Daily Staff (2015) Elite Daily Millennial Consumer Study 2015. At: http://elitedaily.com/ news/business/elite-daily-millennial-consumer-survey-2015/902145/ (Accessed on 20 February 2017) 16 Ditty, S and Moore, B (2016) The Fashion Transparency Index. At: http://fashionrevolution. org/wp-content/uploads/2016/04/FR_FashionTransparencyIndex.pdf (Accessed on 20 February 2017) 17 Somers, C (2016) A Moral Sense of Beauty. At: http://fashionrevolution.org/a-moral-senseof-beauty/ (Accessed on 20 February 2017) 18 Kissane, B. (2017) New Apparel and Footwear Research Category Overview: Sportswear Maintains Momentum. At: http://blog.euromonitor.com/2017/01/new-apparel-and-footwear-research-category-overview-sportswear-maintains-momentum.html (Accessed on 20 February 2017) 19 Delaney, K. (2016) How Brands Should Be Marketing Wellness To Women At: http://adage. com/article/agency-viewpoint/brands-marketing-wellness-women/305767/ (Accessed on 20 February 2017) 20 Yeung, O. And Johnston K. (2017) Global Wellness Economy Monitor January 2017. At: https://www.globalwellnessinstitute.org/global-wellness-institute-releases-global-wellness-economy-monitor-packed-with-regional-national-data-on-wellness-markets (Accessed on March 7 2017) 21 Euromonitor Communications (2017) Authenticity and Wellness as a Status Symbol among the Top 10 Global Consumer Trends for 2017. At: http://blog.euromonitor.com/2017/01/authenticity-wellness-status-symbol-among-top-10-global-consumer-trends-2017.html (Accessed on March 7 2017) 22 Euromonitor Communications (2017) Luxury and Wellness Redefine the Future of Fashion. At: http://blog.euromonitor.com/2017/02/luxury-and-wellness-redefine-the-future-of-fashion. html (Accessed on March 7 2017) 23 Khomami, N. (2016) Growing trend for ‘athleisure’ fashion sees Lululemon’s fortunes rise. At: https://www.theguardian.com/fashion/2016/feb/12/growing-trend-for-athleisure-fashionsees-lululemons-fortunes-rise (Accessed on March 20 2017) 24 Wilkinson, H. (2017) Is Eco-Wellness The industry Trend To Watch In 2017?. At: http://www. welltodolondon.com/eco-wellness-industry-trend-watch-2017/ (Accessed on March 20 2017)
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Image Bibliography Image 1: Marie Claire Korea (2016) Model Lee Hyori photographed for March Marie Claire 2016 [Photograph] At: http://kmagazinelovers.tumblr.com/ post/152248301191 (Accessed on February 17 2017)
Image 2: Elle Korea (2014) Model Krystal Jung photographed for August Elle Korea 2014 [Photograph] At: http://kpophqpictures.co.vu/post/92400150531/ hq-fx-krystal-for-elle-1188x1500-source (Accessed on February 17 2017)
Image 3: Sister Jane London (2017) Instagram Post [Photograph] At: https:// www.instagram.com/p/BQsAbAPhA2Q/ (Accessed on March 2017)
Image 4: Nancy Herrmann (2014) MOOD BOARD MONDAY | ART DIRECTION COLLABORATION WITH NANCY HERRMANN [Photograph] At: Monday Weekly Inspirations (Accessed on March 2017) Image 5: Audrey Kitching (2014) Blog Post [Photograph] At: http://www. buzznet.com/2014/08/monday-weekly-inspirations-53/attachment/79950/ (Accessed on March 2017) Image 6: Reformtheform (2016) Tumblr Blog Post [Photograph] At: http:// sadness-is-a-bl3ssing.tumblr.com/post/50283093435 (Accessed on March 2017) Image 7: Andrew Gallo (2016) Iceland [Photograph] At: http://andrewgallo. com/ (Accessed on March 2017) Image 8: The Lux Pad (2016) Creating Space for Danish Hygge in Summer [Photograph] At: https://www.amara.com/luxpad/creating-space-danish-hygge-summer/#comment-9389 (Accessed on March 2017) Image 9: Andrew Gallo (2016) Iceland [Photograph] At: http://andrewgallo. com/ (Accessed on March 2017) Image 10: Kim Ou (2016) Instagram Post [Photograph] At: https://www.instagram.com/p/9DPbdMAf11/ (Accessed on March 2017) Image 11: Unkown (2016) Tumblr Post [Photograph] At: http://teachingliteracy.tumblr.com/post/107696964889 (Accessed on March 2017) Image 12: Eva Douwes (2016) Tumblr Post [Photograph] At: https://spicedbby.tumblr.com/post/147145953412/ig-evadouwes (Accessed on March 2017)
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Image 13: Kim Ou (2016) Instagram Post [Photograph] At: https://www.instagram.com/p/9DPbdMAf11/ (Accessed on March 2017)
Image 14: Unision Healing (Unkown) Sound Healing [Photograph] At: http:// www.unisonhealing.com/en/ Image 15: Chakra Balancing Studio (Unkown) Model Lee Hyori photographed for March Marie Claire 2016 [Photograph] At: https://www.chakrabalancingstudio.com/?lightbox=dataItem-isbdcgk11 Image 16: Deneka Peniston (2015) WHERE TO EXPERIENCE AN (OF-THE-MOMENT) SOUND BATH IN NEW YORK CITY [Photograph] At: https://www. wellandgood.com/good-advice/sound-bath-experiences-nyc/
Image 17: Breath Salt Rooms (Unkown) Salt Close Ups [Photograph] At: http://www.breathesaltrooms.com/ Image 18: Organic Elements Spa (Unkown) Himalayan Salt Room [Photograph] At: http://organicelementsspa.com/himalayan-salt-room/ Image 19: Breath Salt Rooms (Unkown) Salt Close Ups [Photograph] At: http://www.breathesaltrooms.com/
Image 20: Marie Claire Korea (2016) Model Lee Hyori photographed for March Marie Claire 2016 [Photograph] At: http://kmagazinelovers.tumblr. com/post/152248301191 Image 21: MNDFL (2016) Meditation Session [Photograph] At: http://www. mndflmeditation.com/ Image 22: Meddy Teddy LA (2016) LA Unplug [Photograph] At: https://twitter.com/meddyteddyla/status/781291133238247424 Image 23: HipTi Pico (2016) Teresa [Photograph] At: https://twitter.com/ meddyteddyla/status/781291133238247424 Image 24: Alyssa Lau (Unkown) The Slow Fashion Movement [Photograph] At: https://newclassics.ca/pages/about#slow-fashion Image 25: Bottega Venetta (2016) [Photograph] At: http://www.bottegaveneta.com/fr/collection/the-cabat_grd876
Image 26: Shayna Watson (Unkown) Reece King [Photograph] At: http:// www.ebony.com/style/black-hair-men#axzz4fB7ucLa7
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Image 27: Yilla Chen (2017) Yilla Chen, Intern and Student [Photograph] At: https://intothegloss.com/2017/01/yilla-chen/
Image 28: Luka Ngo (2017) #weOHK #thesisterhood [Photograph] At: https://www.instagram.com/p/BDeMawqGnTU/ Image 29: Thinx (2017) Will the New York City Subway Ban These Ads for Using the Word “Period”? [Photograph] At: https://mic.com/articles/127022/ will-the-new-york-city-subway-ban-these-thinx-ads-for-using-the-word-period#.QaDk9xTn5
Image 30: Amber Byrne Mahoney (Unkown) Love Family Affairs ‘Oh My Boyd Dress’ [Photograph] At: https://lovefamilyaffairs.com/products/ohboy-dress?utm_campaign=Pinterest%20Buy%20Button&utm_medium=Social&utm_source=Pinterest&utm_content=pinterest-buy-button-03a0b42f5726a-4363-9c21-4aa8e09c0c03
Image 30: Lottie Murphy (2017) Instagram Feed [Photograph] At: https:// www.instagram.com/lottiemurphy_/?hl=en Image 31: Natasha Scarlett (2017) instagram Feed [Photograph] At: https:// www.instagram.com/natashascarlet_/ Image 32: Rachel Nguyen (2017) Instagram Feed [Photograph] At: https:// www.instagram.com/thatschic/ Image 33: Natalie Glaxe (2017) Instagram Feed [Photograph] At: https:// www.instagram.com/natalieglaze/
Image 34: Realla (2017) Commercial Property to Let [Photograph] At: https:// realla.co/to-rent/details/1ac0eaa2f34a40bd8293b37b2c7ed306
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Image 35: Leilani Bishop (Unkown) Lookbook [Photograph] At: https:// leilanibishop.com/
Image 36: SM Entertainment (2017) Key and Irene for Charms [Photograph] At: https://onehallyu.com/topic/388-%E2%99%AB%E2%99%A5-official-keykim-kibum-thread-%E2%99%A5%E2%99%AB/page-158
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Image 45: Unkown (Unkown) [Photograph] At: http://elvasomediolleno. guru/inspiracion/20-maravillosos-efectos-de-practicar-el-amor-propio-2/
Image 46: SF Girl By Bay. (2014) TUESDAYâ&#x20AC;&#x2122;S GIRL: TUSURNO. [Photograph] At: http://www.sfgirlbybay.com/2014/07/22/tuesdays-girl-tusurno/
Image 47: Marie Claire Korea (2016) Model Lee Hyori photographed for March Marie Claire 2016 [Photograph] At: http://kmagazinelovers.tumblr. com/post/152248301191 (Accessed on February 17 2017)
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