CONCEPT DEVELOPMENT SHANNON.D. TODD LTD 2012
CONTENTS
CONTENTS
2
CONCEPT
3
THE BRAND
4
BRAND ETHOS AND VALUES
5
SUPPORTING CHARITIES
6
THE CONSUMER
8
THE TARGET CONSUMER
12
THE CURRENT MARKET
17
DIRECT COMPETITORS
18
COMPETITORS PRICE ARCHITECTURE 23 THE LUXURY FOOTWEAR MARKET
26
INDIRECT COMPETITORS
29
COMPETITORS RETAIL EXPERIENCE
30
SHANNON.D.TODD FLAGSHIP STORE
45
POP UP SHOPS
50
ADVERTISING AND MARKETING
51
RANGE OVERVIEW
52
PACKAGING AND BRANDING
54
SUPPLY CHAIN
56
SUPPLIER PROFILE A
57
SUPPLIER PROFILE B
58
COSTING CHAIN
59
TRENDS AND FORECASTS
60
VISUAL CONCEPT
62
COLOUR INSPIRATION
64
MATERIALS AND COMPONENTS
66
FINAL SUMMERY
70
BIBLIOGRAPHY
71
FIGURES
74
APPENDIX
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Curvaceous, high-shine, hand crafted, acoustic forms. Music Instruments.
INNOVATION SCULPTURAL CONCEPTUAL TRADITIONAL
CONTENTS & INDEX
The signature collection for Shannon.D.Todd will be focused towards musical instruments, taking inspiration from materials, forms and craftsman. The superior craftsmanship performed by a Luthier (a specialist that creates musical instruments by hand) will give the collection an artistic and conceptual look. The use of authentic materials such as woods and metals will be complimented by luxurious leathers and fabrics. A natural colour pallet that is inspired by wood, varnishes, paints and metallics featured in the design of music instruments.
SHANNON.D.TODD MISSION STATEMENT Shannon .D. Todd is a British, luxury fashion label that specialises in producing high-end and desirable goods. The sophisticated and elegant look of the brand entices media globally targeting the company’s female consumer. Shannon .D. Todd believes in setting trends and styles for the fashion market, bringing new innovations that other fashion houses do not attempt. The signature footwear collection that Shannon.D.Todd will soon launch will bring awareness of ethical and social issues within the current fashion industry. The brand will also show an understanding of other trades that have an impact on the manufacturing of the collection. The materials and execution of the designs give an impact of the products and brand identity. The brand is recongnised by the iconic logo. This symbol has been developed to be a visual representation of the brand and will be distinctive in different cultures and nationalities. The logo will be a feature of branding within the collection and across product areas. Part of the process when buying into the brand is the retail experience and journey for the consumer. Shannon.D.Todd will have a flagship store that exhibits and presents the products in a conceptual and inventive style. The memorable experience that the consumer relates to will be how the brand gains their loyal customers whilst always attaining new interest. The service will be personal and efficient.
THE BRAND
Shannon.D.Todd has six very principles that it endeavours to stay true to.
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1. British brand. Designed and sold in the UK to fit the luxury footwear market. 2. High quality fashion and deluxe merchandise that is manufactured in Italy. 3. An innovative retail experience that represents the concept of the season. To help step into the designers vision and inspirations. 4. Ethical story and a supply chain that represents fair trade, environmentally friendly production of materials and supporting charities. 5. Sustainable and part biodegradable materials. 6. Using craftsman from the non traditional footwear trade to reiterate an authentic concept. To embrace traditional crafts and to help sustain British Luthiers and craftsmen.
5 “Shannon.D.Todd is the next big sketch on the page.” The Guardian “Sending an important message and creating beautiful forms.” Drapers “The new kid on the fashion block.” Vogue
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POLITICAL
ECONOMICAL
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SOCIO-CULTURE
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TECHNOLOGY
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ETHICAL
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LEGAL
• Keeping the production within the EU rather than giving business a way to global market. • A British brand. Creating a boost for the UK economy. A patriotic company that adds interest for tourism and people from around the world. • Creating new job opportunities for luthiers, wood suppliers, factories and tanneries. • An increase of demand for luxury, hand crafted products. • Raise awareness of how illegal woods are destructive. Maintaining tree farms in order to prevent extinction of rare trees. • Consumers are not just buying one pair of shoes. There is always a demand for fashions that use wood or leathers. • Using handheld and traditional craft machinery. Craftsmanship; from wood, tanners to factory. • Luthier- a traditional trade that is dying out due to commercialisation. • New machinery is being introduced in factories that speed up the process but lose the value of being an art and even a sculpture. • Saving endangered trees from being extinct. • Using biodegradable materials • Using naturally produced materials. Vegetable tanned leathers sourced from a trusted farmer and finished naturally without coating. Wood without paint or heavy varnish- to be able to feel the grain. • Using a reliable source in order to be true to the story and concept. • Wood manufacturers have an interest in farm woods and keep the world green. Population is growing in the world and the amount of farm land or natural space is decreasing rapidly. • Ensuring companies producing ethically are credited by paying less import tax • Boosting the production of legally made woods encouraging others to follow suit. • Prosecuting the illegal smugglers so that justice is carried out.
BRAND ETHOS AND VALUES
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• Supporting people and communities; helping to support schools, bring new opportunities for jobs, fair pay and working conditions. • Bringing business and money to the country to help its economy grow. • Building the relationship between countries and agreeing to fair trade. • Helping the world’s O-Zone layer. Being a country that is proud to be supporting eco fashion.
SUPPPORTING CHARITIES
Stella McCartney is well known for her eco-friendly, sustainable and ethical clothing and accessories. Stella McCartney endeavours to highlight that she is working ethically and fairly with the materials that she uses within her collection. This is a strong representation of the Brand Ethos and how she wishes to promote her company. In light of this, her consumer is a particular character.
Stella McCartney has two key consumers. One, the animal lover that cares about where their clothing is sourced, manufactured and how ethically it is produced. The second, is a luxury consumer that appreciates the ethical aspect but is more interested in the brand name, the height of the fashion and the styling of the collection. Stella McCartney is still a brand that is considered to be one of the most highly fashionable icons of Britain today and has not lost its luxury appeal even though it is sustainable. This is unusual for a high end fashion brand as the higher quality of material (whether it be leather, metal, wool) the more desirable and higher price it will be. Stella McCartney uses synthetic alternatives and maintaining her elite brand. Fig. 1.
THE BRAND LOGO
DESCRIPTION ADVENTURE ECOLOGY Adventure Ecology uses travel, education, entertainment and the arts to inspire, engage and address global sustainability issues via the creation of an international community of Agents of Change. Having explored the effects of the “Rainforest Chernobyl” oil spill in Ecuador with a team of artists and photographers, in 2010 founder David de Rothschild sailed to the Pacific’s vast vortex of floating plastic in the Plastiki, a boat made from 12,500 recycled bottles in order to raise awareness of marine debris and the way we view waste. NATURAL RESOURCES DEFENSE COUNCIL The Natural Resources Defense Council (NRDC) combines the courtroom clout of more than 350 lawyers with the scientific expertise of environmental professionals and the grassroots support of 1.2 million members and online activists. With the support of this trinity, the NRDC has become one of the most effective environmental action groups working today, instigating initiatives to solve the most pressing ecological issues we face today – global warming, building an international clean energy economy, revitalizing ocean life, saving wildlife and wild places, and purging toxic chemicals from the atmosphere. THE LINDA MCCARTNEY CENTRE Initially a nursing college for the Royal
Liverpool University Hospital, in the 1970s The Linda McCartney Centre switched its focus to patient care for sufferers of breast cancer. In its present incarnation, The Linda McCartney Centre offers some of the most advanced and innovative cancer treatments available in the UK today, with a research and development unit that oversees over 500 different forms of research on behalf of the Royal Liverpool University Hospital.
International Trade Center’s Ethical Fashion Program. The Ethical Fashion Pro-
gram aims to reduce poverty by providing work to support disadvantaged communities in Africa. The program goes beyond charity by creating a sustainable livelihood with less dependence on aid. Stella McCartney designed the Spring 2012 large python print tote and python print flat sandal in association with the program, and both are hand made in Nairobi, Kenya from recycled tent canvas fabric.
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POSTER OF SHANNON.D.TODD SUPPORTING CHARITY
TWS The Wood Saviour Mission Statement:
The Wood Savior is an organisation that works alongside farmers and wood suppliers across the world.
TWS operates on: • Preserving existing and endangered woods to ensure that it is grown and farmed ethically.
SUPPPORTING CHARITIES
• Planting new endangered tree seeds in a safe and monitored environment. • Encouraging the farmers to produce the wood in an ethical and environmental way. • Encouraging companies to be a part of TWS in order to raise awareness. • Ensuring illegal smugglers are stopped and tighter enforcement is applied. • Spreading the message to consumers to consider where their product is made.
What we do We have several experienced teams worldwide to help and ensure the trees are kept and cut ethically. We work with the communities, supporting local organisation such a schools and hospital funding. With our help, farmers are less likely to slip into to the corruption of illegal smugglers. We support the wood farmers by donating machinery to help with the harvesting. We also educate the farmers about safety to prevent injury. TWS also works with companies closely to ensure they are sourcing their wood ethically. In return companies advertise and publicise our strong message. We work with many different companies with various product categories.
IMPROVING THE MANUFACTURE OF WOOD Fig. 2.
CONSUMER QUESTIONNAIRE In order to have an understanding of who the target consumer is for Shannon.D.Todd, a questionnaire has been genterated. This is a sucessful way of interacting with the public and collecting opinions from possible consumers. The questionnaire, was carried out as a street survey, asking questions to passers by in New Bond St, London. Secondly, it was sent by post to target consumers. This criteria was based on the premise that the candidate would: 1. Have a full time career. 2. Was over the age of 21 but no older than 40 years old. 3. Was earning £30,000 or more a year. 4. Have an interest in fashion or at least shopped in luxury brand’s stores.
THE CONSUMER
By using this critearia, the responses would be far more coheirant to the level of consumer that fitted the brand identity. One hundred people were asked to complete this questionnaire, a selection of responses can be found in Appendix 1.
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It is important to distinguish the consumer’s age as it affects many aspects of the product and the business setup, involving the retail experience and shopping behaviour. Visual merchandising, music genre, colour and trending can have an effect on the consumer. The results from the questionnaire tally (figure ...), show the target age is 26- 30 years old. This age category would work well with Shannon.D.Todd as the consumer would more likely have an interest in up-and-coming fashion brands. A younger consumer is also more daring and more likely to wear daring high fashion products such as high heels.
THE CONSUMER By asking what career and how much the target consumer earns, the brand is able to see if the audience will be able to afford the products and are able to comply with the price architecture. The occupation of the consumer effects how they spend their money. If the consumer is in steady employment they may be more financially stable compared to a self employed consumer. As seen in the graph above, figure ... the majority of consumers that I asked were business owners with consumers working in art and design careers following them. This reveals that possibly a business owner is more likely to have more of a disposable income compared to other jobs. It is assumed that an art and design related consumer is more expected to be interested in fashion. In the tally below, figure .... the results show that the most popular annual wage is between ÂŁ50,000 and ÂŁ60,000, which is compatable with the luxury of the brand and costing.
THE CONSUMER
Question 7a and b are a similar question to 6 as again it is research into the luxury fashion competitors. It is important that I have only asked consumers that have an interest in luxury fashion and purchase high-end products as these results are then coherent and relevant. The graph for question 7a, shows that Jimmy Choo and Miu Miu are the most expensive footwear owned by the candidates. This then has relevance to the graph for question 7b, where it communicates that the consumers choose fashionabilty over other factors when purchasing luxury footwear. It is important to note that luxury consumers are more interested with the brand identity rather than the comfort or durability of the product.
The candidates were asked where they would prefer to do their shopping. It shows that consumers prefer to either shop in department stores or online. This may be because they can find a better range of sizes and new designers that department stores and online sales. Nevertheless the use of visual merchandising and more relaxed retail experience may be why it is the consumer’s favourite places to shop. A 2012 Mintel report highlights that, “The popularity of ecommerce – particularly for fashion – gathers pace. Over eight in ten (81%) web surfers have bought items online in the last 12 months, an increase of 8 percentage points since 2007.” This report reveals that the current consumer has much more variety when purchasing their clothing and has the knowledge and technology that can support this. the report continues by quoting, “Furthermore, internet users are buying via the web more frequently as consumers’ reliance on ecommerce builds. Just under half (46%) of web users purchase online at least once a month.” This data is a verification of how important e-commerse sales are and how much consumers expect and rely on this service.
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For question 11, the questionnaire is researching into how ethical the consumers are. Shown graph above, more consumers are aware of the environment when purchasing fashion. This may be the materials, the end use fashion or not purchasing into fast fashion and buying something that will have more lasting value. It is interesting to note how many of the consumers did not think about the ethical consequences of purchasing fashion. This reveals the consumers naivety and the lack of awareness of ethical factors. For luxury items, this is an issue that is increasingly considered.
The tally results for question 13, shows that customers don’t necessarily think about trends when purchasing footwear. Consumers are less likely to consider trend, as luxury brands are usually the ‘trend setters’ and are producing unique styles that are true to the brands identity.
THE CONSUMER
The interviewee was asked where they preferred to shop. The tally shows that customers preferred to shop in Selfridges. The overall reaction to this, is that they felt that the shopping visit was a positive retail experience and they felt a part of the theme of the store.
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Fig. 3.
THE TARGET CONSUMER
13 THE TARGET CONSUMER
28 years old
Fig. 4
The owner of a PR and Events production company based in London. She lives in the heart of Notting Hill, London.
The mood board to the left, figure 3 is a visual representation of the target consumer and what brands she buys into and her lifestyle choices.
THE TARGET CONSUMER
The target consumer for Shannon.D.Todd is a fairly young consumer as she has a greater interest in fashion and has more disposable income to spend on clothing and accessories. The target consumer earns a wage of £56,000 a year and has the capacity to purchase luxury items. This is supported by the 2011 Mintel Report, “Consumer Attitudes Towards Luxury Brands”, discussing a luxury consumer age. The Mintel report discusses the decrease in young adults spending, “15-19 and 20-24 age groups are predicted to decline by 7% and 4% respectively by 2016.” The report highlights that, “the strong projected growth of 25-34s should act to counter this, as this demographic are also keen buyers of luxury goods and have greater disposable income to make regular high-end purchases, believing that luxury items are worthy of their premium price tags.” This prediction is a realistic judgement as younger consumers of today are buying into the brand’s identity and high cost appeal to show a superior income.
Monday AM. Office
Fig. 5.
Monday PM. Gym On Monday evening Harriet hits the gym to keep fit and ensure her healthy regime is up to date. She is practical yet stylish at the gym and wears Lucas Hugh Sports top with Spanx trousers. This is comfortable clothing for exercise and easy to wear for any sport. Harriet wears Nike trainers as she likes the colour, the fit and most importantly the Nike’s typical styling. She carries all of her nessesaries in her retro Addidas rucksack. Harriet likes to blow off steam after a long day so her apparel needs to have high performance to fit her needs.
MONDAY
Harriet starts her week with a shot of Espresso and an Elle magazine. She has a very busy schedule so is always on the move. She likes to dress classic yet with a quirky twist and always makes sure she is looking her best. On Monday, she wears an Alexander McQueen Faux leather dress with Versarce shoes. She compliments the look with a Sophie Hulme tote bag and Ippolita Earrings that were a present from her partner. This outfit accentuates her sophisticated side to her personality.
Tuesday is an early start for Harriet as she is travelling to Paris for a business inspirational trip. She travels quite often to help generate fresh and innovative themes for her work. It is important for her to be comfortable yet smartly dressed as she will be meeting with suppliers and other PR companies. She wears an Elizabeth and James Jumpsuit that gives her a cool elegance. Her Yves Saint Lauren leather handbag and Nicholas Kirkwood shoes are fun and distinctive. A small Samsonite suitcase is essential to carry her personal belongings. The suitcase is perfect for travelling as it is practical and lightweight.
Fig. 6. Tuesday PM. Dinner with friends
At 6pm Harriet meets friends in Paris city centre for drinks and dinner. She feels very inspired by the architecture and paintings of different cultures hence her choice of a Dolce and Gabbana Printed dress and Jimmy Choo clutch. She adds a bit of pizazz with Nicholas Kirkwood sparkly heels and a bling Erickson Beamon Ring. When meeting with her friends, Harriet likes to feel relax and have some fun.
TUESDAY
THE TARGET CONSUMER
Tuesday AM. Paris
Wednesday AM. London
Fig. 7.
Wednesday PM. Charity ball Harriet often has to host the events that her and her team have organised. As she represents the image of the company, she needs to look glamorous and A-list. Many of her clients are celebrities and high fashionable people within the media; so she needs to look the part. She fashions a Marchesa floor length dress with beautiful metallic Jimmy Choo sandals. She chooses a mid heel here as she anticipates she will do lots of standing and socialising. She considers practicality however the product still needs to be highly lavish and desirable. She completes her look with a ...... And a .......
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WEDNESDAY
Harriet wakes up in Paris on Wednesday morning and begins to pack-up her things ready to travel back to London. She has a very relaxed day without any meetings planned so she chooses a more casual look. She wears Notify skinny trousers and a Maje metallic Tshirt. She puts on her Michael Kors watch as she can’t miss her train. She also wears Acne trainer heels to give the outfit a fresh and playful look. Harriet makes a quick stop at the beauty salon to pamper herself before her long evening.
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As a luxury consumer, her dress-sense reveals her personality and individual fashion interests. A dairy extract of her weekly schedule gives an insight into her choice of styles and garments, whether it is for comfort, performance, business or leisure wear. These diary extracts also divulge which brands the target consumer spends her money on.
THE TARGET CONSUMER
FRIDAY
Fig. 9.
THURSDAY
Fig. 8.
Saturday AM. Shopping
Saturday PM. Sisters birthday party
Sunday AM. Home After a long night, on Sunday morning Harriet wakes up late and makes her partner breakfast in bed. They both get up and dress by about 11:30am ready to start their day together. Harriet gets Barney (the dog) on the lead , they jump in the car and head towards to the countryside for a long walk in the woods. Harriet is wearing a FCUK Jumper dress with a cute Fairisle pattern. She wears a Barbour jacket and Hunter Boot wellingtons to keep her warm and dry. She loves her Burberry bobble Hat and Yves Saint Lauren Leather gloves because they give an extra snuggle comfort.
Fig. 11.
Sunday PM. Home On Sunday evening, Harriet cooks a roast dinner and invites her parent in laws. She dresses casual and comfortable; Diesel Jeans, a Drug Money art t-shirt and a Abercrombie and finch jumper. She wears sporty yet young Stella Macartny and Adidas trainers that are pretty and girly. After dinner, the guests leave and Harriet cuddles up with her partner in front of the fire with a oversized wooly blanket.
SUNDAY
THE TARGET CONSUMER
On Saturday evening, Harriet and her partner attend her sister’s 30th birthday party at The Circus Bar in Covent garden. She wears a bright Versarce printed dress and black Giuseppe Zanotti heeled sandals, to get her in dancing mood. She carries a Emilio Pucci oversized clutch and wears Roberto Cavalli Earings for a further element of playful dress. After dinner they head to Mayfair for drinks, celebrations and dancing the night away.
SATURDAY
Fig. 10.
Harriet wakes up late on Saturday morning, opens the curtains and is relieved it’s the weekend. She gets up and makes a strong coffee for herself and her partner before getting dressed. Today she having some personal time to spend on her own, so she chooses a bit of retail therapy. She wears her essential Vera Wang tall boots as she feel elevated and highly fashionable. She also wears a Kenzo dress and Zoe Karssen Tee. She takes her metallic Issey Miyake bag as she loves the designers concept. She finishes the outfit with a Leather Bottega Veneta bracelet. Harriet shops for the evening, looking for something fun and colourful.
These diary extracts of the target consumer give an idea to which colours she chooses and the styles that she prefers to wear. Dark tones such as blacks, browns and ruby tones are heavily featured however bright touches include metallic, nude and silver. This research is also an insight into how Shannon.D.Todd’s collection will fit with the target consumer’s style and other wardrobe items.
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THE CURRENT MARKET IN THE UNITED KINGDOM Consumers Attitudes The economic market in the UK is slowly rising after its catastrophic fall during the credit crunch, back in 2005. Consumers are nervous due to the continuing rise in housing and living costs. Despite this fashion is still in demand, with reports confirming the rise in fashion spending and the increase in consumer shopping. A 2012 report from Verdict, “Footwear Retailing in the UK” describes that until now, consumers have been reluctant to spend their disposable income on fashion items. The report argues “We forecast volumes and value sales growth to accelerate in 2013 and beyond with growth in spend rising from 1.4% to 3.6% by 2016.” This is optimistic for the footwear market as it is assumed that clothing sales will continue to rise over the next few years. Retail Sales
THE THE CURRENT MARKET
Technology is noticeably an up-and-coming sector within the market with new innovations, social media and interactive ICT. Consumers are becoming more technically intelligent and new generations are increasingly expert in using technology. This will evidently strengthen e-commerse sales and encourage consumers to shop online using their smart devices. ‘Fashion Online’ (2012) a report from Mintel, states that “Although only one in ten consumers say they frequently use their smartphones or tablet devices to browse for or buy clothing online, this doubles to more than a fifth (21%) of 15-24s.” This emergence of M-commerse is a key consideration for the future of fashion retail. “In 2012, m-commerce will continue to be one of the biggest technology trends impacting upon the fashion industry. Fashion retailers need to find innovative ways to connect with their audience via apps on their mobile phones and tablet devices, by creating fun, interactive elements”. This new interactive and personalised way of shopping will ensure consumers feel more confident about spending and can purchase at their own pace and in the comfort of their own homes.
DIRECT COMPETITORS
THE DIRECT COMPETITORS It is important for any company to establish and understand the relevant market before launching a into production or setting up a new business. The overall context, the niche and unique selling points are explored. To identify the company’s positioning in the market and the competitors that need to be assessed. As footwear is a broad market, extensive research into price should be investigated. The luxury footwear market has many competitors and produces a wide range of boots and taller women’s shoes. A 2007 report by Just Style, “Fashion houses seek fortunes in luxury boom claims that”, “thirty-five companies from Europe and the US control 60% of the high-end luxury market”. These figures represent how small the British footwear market is in comparisonand how the large high-end fashion houses are mainly based in the US (Gucci, Ralph Lauren and YSL) and Europe, particulary France and Italy for (Lanvin and Gian Marco Lorenzi). The Just style report continues by quoting, “LVMH, Gucci Group and Christian Dior Couture as the world’s top-end luxury brands, with combined sales of over US$40bn. As the luxury industry grows, they are expected to retain their dominance helped partly by their early arrival into the emerging markets. Other established designers, such as Armani, Versace and Dolce & Gabbana are also expected to grow their market share.” These brands have an extensive knowledge and history, something that Shannon.D.Todd does not have. Nevertheless, the company will succeed with the right product, at the right price, at the right time. Below are examples of the competitors that currently feature in the luxury market. These examples have been recorded from the Autumn/Winter 2012 season. The Price Architecture is calculated by looking at the competitive research. By drawing all of these costing details into a graph, it is possible to demonstrate different patterns in the pricing between brands.
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Fig. 14.
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Fig. 15.
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Fig. 20.
DIRECT COMPETITORS
Fig. 17.
Fig. 21.
DIRECT COMPETITORS
Fig. 22.
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Fig. 32.
DIRECT COMPETITORS
Fig. 29.
Fig. 33.
DIRECT COMPETITORS
Fig. 34.
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Fig. 37.
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From the competitors that were researched the price range is vast. Most of the high prices are from £700 to £1500 and show a similar pattern. Nevertheless the leading brands that are breaking away from the rest are showing great innovation and desirability within their range. These high priced products are certainly show-stoppers and even catwalk exclusives. Alternatively, the brands at the lower end of the high price points are being more commercial and safe with their pricing. Alexander McQueen is leading this group with Sigerson Morrison at the least high price. Shannon.D.Todd will sit within the red square and retail the hishest priced product will be between £1400 and £3100.
Low/Entry price points The low price points vary between the brands by only £50-100. This may indicate that any shoe under £300 is not classed as a luxury shoe. Christian Louboutin is leading the low price points with Sigerson Morrison again bringing up the rear. The majority of the lower price points fall between £400- £700. Shannon.D.Todd will be placed within the red square; between the £610- £780. This will allow for any consumer to buy into the brand. To reflect the price of these products, these lower price structures will be based on simple and commercial ideas.
COMPETITORS PRICE ARCHITECTURE
High/Exit Price points
COMPETITORS PRICE ARCHITECTURE 24
Mid/Medium Price points The Mid price has been formulated by calculating the average prices of the researched brands. This is a more accurate way of finding a mid-point within the market rather than choosing the boot with the middle price. The average prices have a similar pattern to the high price points with Alexander McQueen at the top of the average price points. The lower average prices range between £370-£650, the mid average prices are between £650-£1100 and the higher average prices are £1100 and above.
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COMPETITORS PRICE ARCHITECTURE
Shannon.D.Todd will sit in the higher region of the average prices, producing products that will retail between £1100- £1400 for an average price point. Final Price Architecture - shown in a price pyramid.
THE LUXURY FOOTWEAR MARKET
THE LUXURY FOOTWEAR MARKET By assessing the competitive products of today’s luxury footwear brands, Shannon.D.Todd can be positioned in a realistic yet aspirational spot in the market. The market positioning map below shows where the competitive brands sit within the market. The positioning map is judged by defining where the brand sits in terms of the higher end or lower end of the luxury market against the price. This is a graph that compares the factual data against opinion and judges the AW12 season. The pattern that occurs within this positioning map is that the higher priced, the more luxurious and desirable the product.
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The positioning map reveals three sectors of the luxury market for the AW12 season, as shown in figure... Shannon.D.Todd has been placed in the higher end of the market within the more luxury competitors. This will mean that Shannon.D.Todd has the following areas of competition: • PRICE. High price points that reflect the design and materials at a luxury level • QUALITY. Superior qualities to ensure the products are worth the high costs and have a luxurious trademark- ie made in Italy. • BRAND IDENTITY. The brand must be popular and true to ensure loyal customers will continue to buy but also to entice media exposure and new consumer’s interest. The logo and branding needs to be executed in a clever, but engaging and memorable way.
THE LUXURY FOOTWEAR MARKET
ETHICAL AND SOCIAL ISSUES IN THE MARKET It is vital that assessments of Ethical and Social factors are researched within the competitive market. Many luxury brands today are quizzed on their input and strategies for improving social factors in their manufacturing and the ethical impact of their production.
THE LUXURY FOOTWEAR MARKET
Below is a study showing the height of social and ethical involvement across the luxury clothing brands of the current market. The report from WWF, ‘Deeper Luxury’(2010), analyses corporate groups and their ethical and social responsibilities. The report claims, “Despite strong commercial drivers for greater sustainability, luxury brands have been slow to recognise their responsibilities and opportunities”. This reveals that luxury brands are possibly being ignorant by not researching where and how their products are sourced. Luxury brands in particular, encourage an idea of high quality and durability in their products, even though they may be unaware of the source, the trade status and how ethical it is produced.
The WWF research demonstrates the variance of corporate fashion attitudes towards environmental and social issues. It is interesting to note that the LVMH group that owns Louis Vuitton, Kenzo and Givenchy are 3rd highest in the ranking. This shows that LVMH have a higher interest to source ethically and show social responsibility in the production of luxury items. In comparison, the PPR group who own the Gucci group and other organisations such as YSL, Sergio Rossi and Alexander McQueen are far lower in the ranking. It is remarkable that Stella McCartney brand is also apart of the PPR group claims to show a great interest in social and ethical fashion.
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29 INDIRECT COMPETITORS
BRAND
REASONS FOR COMPETITION A very popular car manufacturing, featuring luxury sporting styles. The atrget consumer for Shannon.D.Todd may feel more inclind to purchase a car as a more sustantial and sensible choice. This spending behaviour will effect the target consumers amount of disposable income. Other costs are assosciated when purchasing a car and evidentially spending more for customising and personalising the veichal.
Astley Clarke is a luxury jewellery company based in London. The products are beuatiful and luxiourous. The target consumer may feel the need to buy a peiec of jewllery to show her wealth rather than footwear.
Dior are a massive and global brand. Dior’s most successful line is make-up sales. The glamorous advertising, packaging and stores will persuade the target consumer into buying the products. Dior sells quality make-up that customers can relate to. the variety of products that Dior offers allows any consumer to purchase the entire range, without buying any other brand of make-up.
Jo Malone is a heritage, purfume brand based in London. Jo Malone is noticed by celebrities and other supiriour members of the media. Jo Malone has a soft and unique fragrance that is suited to the target consumer of Shannon.D.Todd.
INDIRECT COMPETITORS
Mulberry is a British lifestyle brand that specialising in luxury handbags. Similarly to Shannon.D.Todd, mulberry create high quality leather goods that promote to the premium market. Mulberry are a fashion brand that continue to release new styles each season which may entice the target consumer.
COMPETITORS RETAIL EXPERIENCE
SELFRIDGES
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Fig. 39.
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COMPETITORS RETAIL EXPERIENCE Fig. 40.
COMPETITORS RETAIL EXPERIENCE
BROWNS
Fig. 41.
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COMPETITORS RETAIL EXPERIENCE
Fig. 43.
COMPETITORS RETAIL EXPERIENCE
GIAN MARCO LORENZI
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COMPETITORS RETAIL EXPERIENCE
Fig. 45.
COMPETITORS RETAIL EXPERIANCE
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Fig. 46.
COMPETITORS RETAIL EXPERIENCE
BURBERRY
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Fig. 48.
COMPETITORS RETAIL EXPERIENCE Fig. 47.
LOUIS VUITTON
COMPETITORS RETAIL EXPERIENCE
Fig. 49.
38
Fig. 50.
Fig. 52.
39
COMPETITORS RETAIL EXPERIENCE Fig. 53.
COMPETITORS RETAIL EXPERIENCE
DOVER STREET MARKET
FIGURE 18
Fig. 54.
40
41
COMPETITORS RETAIL EXPERIENCE
Fig. 55.
COMPETITORS RETAIL EXPERIENCE
PRADA
42 Fig. 56.
43
Fig. 58.
COMPETITORS RETAIL EXPERIENCE Fig. 57.
FINAL CONCLUSION OF RETAIL EXPERIANCE RESEARCH 1. VISUAL MERCHANDISING Luxury market shops have little if not no atmosphere and rarely visually merchandise the store to represent the theme of the season or collection. The store needs to be exciting and must reveal the concept of the collection, from using soft furnishings to materials and colour. Even down to the store layout and the direction to which customers move around the store; the visual merchandising should be as if the customer is stepping into the designer’s creative vision.
COMPETITORS RETAIL EXPERIENCE
2. WINDOW DISPLAYS Some window displays that were visited looked boring and dull. The two brands that showed true creativity and the ‘wow-factor’ were from the stores Louis Viutton and Selfridges. The window display should be persuasive and glamorous to reflect the products inside. The exterior of the store needs to be eye-catching and engaging. 3. SHOPPING ENVIRONMENT The questionnaire results showed that the luxury stores could be a very pushy environment. The emotion from the interviewee seems to reflect an opinion that it is all about spending money rather than the fun and excitement of fashion. Therefore some consumers are walking away from store, having a negative memory of that brand. 4. USP’s FOR CUSTOMERS The retail research reveals that customers would come away with little or no real experience of the store. It seems there are no extra benefits for loyal consumers. The loyal customers particularly need to feel appreciated by their brand encouraging them to continue to shop there. Loyalty cards and personal shoppers can make a consumer feel glamorous and exclusive. 5. SALES ASSISTANTS In a few of the brands the research shows that, there were too many sales assistants in the stores. The sales personnel were also quite pushy and put off the consumer. The sales assistant should be there to serve the customers not the other way around. Sales people should stand aside and wait patiently to assist the customer. The service should always be polite and welcoming to any visitor to the store. 6. OVERALL RETAIL EXPERIENCE All of the consumer’s senses should be enticed in the representation of the brand. SMELL- Seductive. The brand’s perfume or a scent should represents the target consumer. SOUND- Should be relaxing, fashionable and most importantly complimentary to the clothing. A classic women wear brand will not play rock music. A bespoke men’s tailors would not play pop music. A high street fashion brand would not necessarily play classical music. TOUCH- Everything should show the concept, from the sales assistant’s clothes, to the interior design, to the soft furnishings, to the display units. VISION- Everything that the consumer sees will be a memory. From the outside the store needs to be eye-catching and distinctive to entice customers inside. Inside, the store needs to be visually exciting. Using seasonal signature colours to represent the concept and brand identity.
44
45 UNIQUE SELLING POINTS OF THE STORE FOR THE LOYAL CONSUMER A LOYALTY CARD
A LOOK BOOK AND MAGAZINE TO TELL STORY OF BRAND
Fig. 60.
A PERSONAL SHOPPING ASSISSTANCE
Fig. 61.
SHANNON.D.TODD FLAGSHIP STORE
Fig. 59.
46
Fig. 62.
SHANNON.D.TODD FLAGSHIP STORE
47
SHANNON.D.TODD FLAGSHIP STORE
Fig. 63.
SHANNON.D.TODD FLAGSHIP STORE
Fig. 64.
SHANNON.D.TODD RETAIL SHOPPING EXPERIANCE The Shannon.D.Todd store will be an exhilarating and memorable experience for consumers. Shoppers will feel apart of the concept of the season and will be able to witness the designer’s vision. The store is cleverly designed to fit with the brand ethos and values, introducing and educating the consumers of ethical and social issues that the brand strongly adhere to. The shopper enters the store at street level. The front of the store is inviting with large window displays, ensuring that the concept is communicated to passers by. The customer enters into the store and can either turn left to go into the security and cloakroom or right to enter into the shop. The swing doors that are featured numerically throughout the store design, are made from wood and mimic a music box. When the shopper pushes the door round, music will play and the centre glass tube will fill with colour. This is further explained in design portfolio that supports this report. The sequence of these can also be seen on the previous page in figure 62, a floorplan view of the store. As the customer travels through the showrooms, the boots are displayed in the walls of the store. The boots have a snug fit in the displays, that is inspiration taken from musical instrument boxes. This is shown in figure 66. The final room includes a large chello arch made from wood. This includes many shelves where the boots and boxes are kept. The customer collects their new boots here and enters into the final large carousal. If the customer is not purchasing that day, they enter into an empty section. If they are buying a product they step into a cashiers section to settle payment. The customer leaves the store through the security area, ensuring there is strict enforcement on any shoplifting . The shopper can also collect their belongings from this area at their own leisure. The upper level of the store is the Shannon.D.Todd Head Quarters. Product, sales and marketing teams will be based here. The office will work closely with the Luthier workshop situated below the store. The workshop can be seen from the store from a mezanine floor. This is to give the customer an insight into the Luthier’s work and to feel apart of the production. The offices on the first floor will collaborate closely with the Luthier company for work with development, production and special projects. The main focus of the retail experience is to have a strong impact on the customer. The customer should feel a part of the brand and therefore have a comfortable and enjoyable shopping visit. The eccentric style of the store will attract media exposure and tourism.
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49
Fig. 66.
FIGURE 18
SHANNON.D.TODD FLAGSHIP STORE Fig. 65.
POP UP SHOPS
Fig. 67.
Before Shannon.D.Todd is able to launch the flagship store, other types of retailing need to be considered. Of course, concessions in large department stores are a suitable choice as the products can mix in and around the competetaive brands. This increases the likely-hood to attracting browsers to the brand. Other retailing schemes, such as pop-up shops have a different shopping experience. Pop-up shops are a new way of advertising the brand and have a cool and quirky appeal. Pop-up stores are usually placed in vast shopping areas or random locations to add a sort of stand-out emergence and thus gain a reaction from the media. This strategy was developed by Chanel who created a successful pop-up shop in Covent Garden, London. An online article by Liberty Girl says, “Covent Garden was most definitely for the tourists and out-of-towners. Then something happened, and we started to sit up, like meerkats, sniffing the retail air. Yes, Covent Garden has undergone somewhat of a renaissance.” Other brands such as Mellissa have also created pop-up shops in the heart of Covent Garden. The benefit of a pop-up store is any product and any style and concept of the brand can be highlighted in the shop. It is a reflection of what the commercial larger stores offer but a small scale. Pop-up shops still reveal the concept and story behind the brand. The Liberty Girl article persuades consumers that, “it will stock all of Chanel’s delicious signature scents, highly effective skincare and brilliant colour cosmetics — including all the limited edition and cult products for which Chanel is known.”
50
Fig. 68.
51 ADVERTISING AND MARKETING The flagship store and media coverage will spot-light to Shannon.D.Todd when it enters the footwear market. Other marketing and advertising schemes will also be developed to ensure the brand is fully recognised. PRINT ADVERTISING Glossy magazines and newspaper article will be the first point of advertising and would feature exposure of the brand with interviews of the designer. OUTDOOR ADVERTISING Shannon.D.Todd will present at London Fashion week AW15. The showcase of the styles will be great PR and allow media coverage of the brand, adding celebrity and consumer attention. The show will be extravagant to initiate excitement and a media profile.
Celebrity endorsement is one of the most successful and glamorous ways of showcasing any kind of fashion. Any up-and-coming designer that manages to persuade a popular celebrity to fashion their clothing at any A-list event will be sure to be ‘put on the map’. Emma Watson, a very popular celebrity of 2012. After finishing her successful acting career in the much loved Harry Potter films, pursued a career in modelling and was the starring face of Burberry. Emma’s fresh and young style was what gave Burberry a new appeal to the younger market. This endorsement is exactly what Shannon.D.Todd would need to bring the right attention to the brand. PUBLIC SERVICE ADVERTISING Shannon.D.Todd will also receive advertising through the charities that the brand supports. This is fundamental in raising awareness for the charity, promoting the company’s support and reflecting the strong brand ethos.
Fig. 69.
Below, shows an example of Shannon.D.Todd public service advertising.
Fig. 70
.
ADVERTSING AND MARKETING
CELEBRITY ENDORSEMENT
RANGE OVERVIEW The AW15 range for Shannon.D.Todd will consist of the following style structure: SHOWSTOPPERS The height of the range. The most eccentric and wide designs, that would feature on the catwalk and gain the most media reaction. The showstopper range will be the highest price point and will reflect the superior detail and design in the range. CORE RANGE The centre of the range. The core range is the styles that reflect the brand the most. These styles are more commercial than the showstoppers but remain an intricate design. The core range will sit within the competitive market and will be a distinctive price point of the brand. ENTRY PRODUCTS
RANGE OVERVIEW
The lower side of the range. The entry products are the most commercial and standard products, used to entice new customers to buy into the brand. The entry price products will have the least expensive price and reflect the detail, material amounts and complexity of design.
52
RANGE LINE-UP
53
The signature range for Shannon.D.Todd will be a collection of boot styles. Due to the climate of the UK, a boot collection will work well, especially within the Autumn/Winter season. From analysing other competitors in the market, there is also an open space in the market for a luxury, women’s, boot brand. The designs will include a variety of heights and silhouettes. The styles shown in the Range Line-up below, figure ..., are a visual representation of the range how the different styles will sit together. There will be three last incorporated into the season and will be mixed across the collection. The mixture of leg fittings within the range (ie pull on or fitted) will ensure more body shapes and leg heights can be achieved and will therefore meet the criteria of the purchasers. ALL STYLES WILL INCLUDE • Wooden touch points. Heel units and/or Components. • Neutral Colours. Linking to the trending colour pallet and conceptual imagery. • Conceptual design. Unique shapes and technique to mimic the styling of the concept. • Signature branding. To embrace the brand identity. • Traditional craftsmanship. Wood carving and footwear manufacturing
The price architecture for the range is shown below in figure ...
HIGH PRICE POINT £1400-£3100
MID PRICE POINT £1100-£1400
LOW PRICE POINT £610-£780
RANGE OVERVIEW
PRICE POINTS
54
PACKAGING AND BRANDING
55
Fig. 71.
The packaging for the AW15 collection will be also linked to the conceptual design. The inspiration for the boxes will be taken from existing musical instrument boxes. These features include shaped compartments that ensure the product has a snug fit. Figure ... shows the final packaging for the boots. The interior design of the box includes velvet lining, Velcro attachments and signature branding to give a luxurious appeal that fits within the concept. The exterior of the box will be leather with metal fastenings. Extensive research into the design of the Shannon.D.Todd packaging can be referenced in the design portfolio, supportive of this report.
Figure ..., below shows a more simple design to fit a cheaper price point.
PACKAGING
PACKAGING
56
SUPPLY CHAIN
57
SUPPLIER INTERVIEW SUPPLIER PROFILE Herbst Guitars Luthier contact: Mathias Unit 308 566 Cable Street Limehouse E1W 3HB
Fig. 72.
SUPPLIER PROFILE A
A brief overview of the company. “I’ve been a Luthier for the last 12 years, mainly building guitars. Producing and restoring instruments. I have been working on custom orders for people who want to build their own models, but also for companies.” How does your supply chain work? “ I’m ordering woods based on the orders that I have. I will always sit down with the client and choose the woods that he likes and needs. The two main suppliers that I work with are David Dyke based in Sussex and Touchtone Stone Woods based in Surrey. It depends what wood I need for the project but peieces in stock usually take 2-3 days. More particular woods will take 2-3 months as it will need to be shipped.” What do you feel your businesses strengths are? “My reputation and my experience” What do you feel your businesses weaknesses are? “Location and the size of my workshop. Buying new machinery as it is expensive.” What do you feel your opportunities are for the business? “I would like to expand and move somewhere bigger. If I could afford another two employees I could get the jobs done much faster” Do you think there are threats that affect your business? “The prices of highly manufactured guitars are a threat as they can be produced so cheaply in China and the Far East. Although in saying this, there will always be a niche market for guitar lovers. The increasing cost of wood is also a worry but again customer clients are not too troubled by price. It just increases the desirability of the instrument” What machinery and tools are you using day to day? Mat ”Different types of saws for example ban-saws, jig saws and various hand tools like chisels and carving knives.”
SUPPLIER PROFILE San Mauro Pascoli, Italy
Fig. 73.
SUPPLIER PROFILE B
To ensure the height of luxury and quality is achieved, Shannon.D.Todd will manufacture all goods through Italy. The footwear will be produced in a factory based in Romagna, called San Mauro Pascoli. This factory is home to Sergio Rossi and is also popular with 270 luxury footwear companies. These brands include Casadei, Pollini and Baldinini for the complete production, however Prada, Louis Vuitton and Gucci use this factory for part production. The credibility of European manufactured shoes are far greater than products coming from the Far East and evidently are what consumers are becoming more aware of. The combination of European manufacturing will set Shannon.D.Todd’s products within the higher, luxury market that can be appreciated for the use of expensive materials and fine craftsmanship.
Fig. 74.
58
59
COSTING CHAIN
IMAGE OF BOX
60
TRENDS AND FORCASTS Fig. 75.
Fig. 76.
61
Fig. 78.
TRENDS AND FORCASTS
Fig. 77.
Fig. 79.
62
VISUAL CONCEPT
63
DESIGN RATIONALE
COLOUR INSPIRATION
Fig. 80.
Fig. 81.
64
Fig. 82.
Fig. 83.
65
COLOUR INSPIRATION
MATERIALS AND COMPONENTS
WOODS FEATURED IN MUSICAL INSTRUMENTS
66
Fig. 84.
Fig. 85.
67 WOODS FEATURED IN MUSICAL INSTRUMENTS
Fig. 87.
MATERIALS AND COMPONENTS
Fig. 86.
MATERIALS AND COMPONENTS
EXOTIC MATERIALS FEATURED IN MUSICAL INSTRUMENTS
Fig. 88.
Fig. 89.
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69 METALS FEATURED IN MUSICAL INSTRUMENTS
Fig. 91.
MATERIALS AND COMPONENTS
Fig. 90.
M.O.S.T ANALYSIS
M
FINAL SUMMERY
MISSION
O
OBJECTIVES AND AIMS
S
STRATEGIES
T
TACTICS
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In one year Shannon.D.Todd would have: • Gained exposure in the public eye. • Featured at luxury events to approach celebrities and royals. • Grasped interest from the target consumer. In two years Shannon.D.Todd will strive to: • Have e-commerce sales • Have a pop-up shop in London. • Have a HQ in London. In three years Shannon.D.Todd intends to: • Have successful sales across online business and the pop-up shop • Be approached for collaborative projects with other designs and artists. In four years Shannon.D.Todd aims to: • Start to build the flagship store • Build exposure in the media with marketing schemes In five years Shannon.D.Todd will: • Launch the flagship store • Be well embedded within the luxury footwear market In six years Shannon.D.Todd will begin to: • Branch into other product categories Shannon.D.Todd aims to: • Have a distinctive and strong place within the luxury market • Be alternative and conceptual each season. • Create superior quality products • Be noticed as an ethical manufacturer of footwear • Be in the demand of the target consumer
Shannon.D.Todd will achieve the objectives by: • Creating a fashionable website with consideration to current technology. • Produce a popular pop-up shop where customers can visit for a ‘taster’ of the brand. • Launch a flagship store that is exciting and reflective of the concept. • Designing smart and enticing marketing schemes to gain interest from the public • Be active within the media eye and magazines • Keep true to the brands Ethos and Values
How will Shannon.D.Todd make it happen? • Use processes to help keep a tight and coherent schedule. Either using a critical path or time plan. • Acquire investors to help fund and support the brand • Form a trusted and qualified workforce; possibly a partner. • Find weaknesses in the company and solve any problems with confidence and evidence.
BIBLIOGRAPHY ONLINE ONLINE MARKET REPORTS Verdict. (2012) ‘UK Annual Forcasts 2012-17: Clothing and Footwear’ [Online] Available at: http://360.datamonitor.com/Product?pid=CM00235-002 (Accessed 20 November 2012) Verdict. (2012) ‘Footwear Retailing in the UK,Verdict Market Report’ Market size, strategic issues and competitive outlook. [Online] Available at: http://360.datamonitor.com/Product?pid=CM00202-002 (Accessed 22 November 2012) Mintel. (2012) “Fashion Online” Executive Summary – UK – March [Online] Available at: http://academic.mintel.com/display/590053/?highlight=true (Accessed 22 November 2012) Mintel. (2011) “Consumer Attitudes Towards Luxury Brands” Executive Summary – UK – November 2011 [Online] Available at: http://academic.mintel.com/display/545468/?highlight=true (Accessed 15 November 2012) Mintel. (2009) “Mintel Press Release” Mintel predicts over a third of consumer markets to see growth in 2009 [Online] Available at: http://www.mintel.com/press-centre/press-releases/335/mintel-predictsover-a-third-of-consumer-markets-to-see-growth-in-2009 (Accessed 10 November 2012) Mintel. (2011) “Mintel Press Release” Mintel’s British Lifestyles report reveals consumer reaction to the age of austerity [Online] Available at: http://academic.mintel.com/sinatra/oxygen_academic/ (Accessed 10 November 2012) Mintel. (2011) “Department stores and the squeezed consumer” [Online] Available at: http://academic. mintel.com/display/545671/?highlight=true (Accessed 22 November 2012) ONLINE ARTICLES Liberty London. (2012) ‘LLG London: Chanel Beauty Covent Garden popup shop’. [Online] Available at: http://www.libertylondongirl.com/2012/07/23/llg-london-chanel-beauty-covent-garden-popupshop/ (Accessed 19 November 2012) ONLINE IMAGES Vogue. (2012) Chanel; Pop up shops images [Online image] Available at: http://www.vogue.co.uk/ news/2012/07/12/chanel-opens-covent-garden-beauty-pop-up-store/gallery/1(Accessed: 29 November 2012) Burberry. (2012) Inside the Burberry store [Online Image] Available at: http://www.departures.com/blogs/luxury/2012/10/8/burberrys-new-london-flagship (Accessed: 28 November 2012)
Super stock. (2012) England, London, New Bond Street sign on wall [Online image] Available at: http://www. superstock.com/stock-photos-images/1672R-18310 (Accessed: 28 November 2012) News Gab. Emma Watson. [Online Image] Available at: http://www.newsgab.com/celebrity-pictures/104818emma-watson-out-lunch-nyc-monday-black-white-dress-black-hose.html (Accessed 29 November 2012)
Sergio Rossi. (2012) The Heart of Sergio Rossi contines to beat in romagna, Italy. [Online video] Available at:http://www.sergiorossi.com/experience/en/world-of-sergio-rossi/history-and-tradition/craftsmanship/the-heart-of-sergio-rossi-continues-to-beat-in-romagna-italy/ (Accessed 25 November 2012)
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BIBLIOGRAPHY BOOKS Meadows, T. (2009) How To Set Up and Run a Fashion Label. London : Laurence King. Lewis, T and Potter, E.(2011) Ethical Consumption A critical introduction. London : Routledge Raynolds,L,T. Murray, D, L. and Wilkinson, J. (2007) Fair Trade. The challenges of transforming globalization. London : Routledge Walker, S. (2006) Sustainable by design explorations in theory and practice . London : Earthscan ETHICAL REPORTS Bendell, J and Kleanthous, A. (2010) ‘Deeper Luxury’ quality and style when the world matters. WWF.
Jarvie, J. Kanaan, R. Malley, M. Roule, T. Thomson, J. (2009) ‘Conflict Timber: Dimensions of the Problem in Asia and Africa. Volume II. Global Witness and The Environmental Investigation Agency, Inc. (2009) “Investigation into the illegal felling, transport and export of precious wood in SAVA Region Madagascar” First Mission Report.
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73 BIBLIOGRAPHY VIDEOS SHOPPING EXPERIENCE IBMRetail. (2010) The Future of the Shopping Experience. Available at: http://www.youtube.com/ watch?v=SIQopzCzN9Y (Accessed 20 November 2012) TurnHereFilms. (2007) Presidente Mexico City - Shopping Experiences Available at: http://www. youtube.com/watch?v=-rrPDhk9PWk (Accessed 20 November 2012) INSPIRING FILMS BAANational. (2009) STOMP - Hands and Feet Available at: http://www.youtube.com/ watch?v=kOdRfKpFvqQ (Accessed 5 November 2012) localvocaldk. (2011) Local Vocal - 90’s Dance acapella medley mix Available at: http://www.youtube.com/watch?v=CMNDdnYOjWw (Accessed 5 November 2012) hobgobeclectronics (2009) BeatSneaks - Musical Shoes Available at: http://www.youtube.com/ watch?v=3dnGXprvS04 (Accessed 5 November 2012) Scott, J. (2008) Sean and John tap dancing to Chris Brown Available at: http://www.youtube.com/ watch?v=d8g2n2XeAeA (Accessed 5 November 2012) kasholicious (2010) nike music shoe HIFANA Available at: http://www.youtube.com/watch?v=yyFL_ZKgTaQ (Accessed 5 November 2012) childsplaymusic (2011) Home Made Musical Instruments - Child’s Play Music Available at: http:// www.youtube.com/watch?v=MWXrN3nIZyI&feature=related (Accessed 5 November 2012)
FIGURE 1 FIGURE 2 FIGURE 3 FIGURE 4 FIGURE 5 FIGURE 6 FIGURE 7 FIGURE 8 FIGURE 9 FIGURE 10 FIGURE 11 FIGURE 12 FIGURE 13 FIGURE 14 FIGURE 15 FIGURE 16 FIGURE 17 FIGURE 18 FIGURE 19 FIGURE 20 FIGURE 21 FIGURE 22 FIGURE 23 FIGURE 24 FIGURE 25 FIGURE 26 FIGURE 27 FIGURE 28
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Stella McCartney (2012) [Online Image] Sustainable research page. Available at: http://www. stellamccartney.com/experience/en/stellas-world/sustainability/ (Accessed 20 November 2012) Todd, S, D. (2012) [Online Image] Image for charity poster design. Adobe Photoshop Image. Todd, S, D. (2012) [A Collection of Images] Consumer Board. A collection of 2012 magazine cuttings Todd, S, D. (2012) [Online Image] Image of the target consumer. Adobe Photoshop Image. Todd, S, D. (2012) [Online Images] Monday Diary extract. A collection of Online images. Todd, S, D. (2012) [Online Images] Tuesday Diary extract. A collection of Online images. Todd, S, D. (2012) [Online Images] Wednesday Diary extract. A collection of Online images. Todd, S, D. (2012) [Online Images] Thursday Diary extract. A collection of Online images. Todd, S, D. (2012) [Online Images] Friday Diary extract. A collection of Online images. Todd, S, D. (2012) [Online Images] Saturday Diary extract. A collection of Online images. Todd, S, D. (2012) [Online Images] Sunday Diary extract. A collection of Online images. Casadei (2012) [Online Images] Available at: http://www.casadei.com/it (Accessed 15 November 2012) Gian Marcro Lorenzi (2012) [Online Images]Available at: http://www.gianmarcolorenzi.com (Accessed 15 November 2012) Giuseppe Zanotti (2012) [Online Images] Available at: http://www.giuseppezanottidesign. com (Accessed 15 November 2012) D&G (2012) [Online Images] Available at: http://www.dolcegabbana.com (Accessed 15 November 2012) Alexander Mcqueen (2012) [Online Images] Available at: http://www.alexandermcqueen. co.uk/alexandermcqueen/en_GB (Accessed 15 November 2012) Versace (2012) [Online Images] Available at: http://www.versace.com (Accessed 15 November 2012) Givenchy (2012) [Online Images] Available at: http://www.givenchy.com (Accessed 15 November 2012) Gucci (2012) [Online Images] Available at: http://www.gucci.com/uk/home (Accessed 15 November 2012) Kenzo (2012) [Online Images] Available at: http://www.kenzo.com/en/ (Accessed 15 November 2012) Sigerson Morrison (2012) [Online Images] Available at: http://www.sigersonmorrison.com/ home.php (Accessed 15 November 2012) Stuart Weitzman (2012) [Online Images] Available at: http://www.stuartweitzman.com (Accessed 15 November 2012) Roberto Del Carlo (2012) [Online Images] Available at: http://www.robertodelcarlo.it/en/ homepage (Accessed 15 November 2012) Salvatore Ferragamo (2012) [Online Images] Available at: http://www.ferragamo.com/webapp/wcs/stores/servlet/TopCategories_30151_35051 (Accessed 15 November 2012) Cesare Paciotti (2012) [Online Images] Available at: http://www.cesare-paciotti.com (Accessed 15 November 2012) Gina (2012) [Online Images] Available at: http://www.gina.com (Accessed 15 November 2012) Stella McCartney (2012) [Online Images] Available at: http://www.stellamccartney.com (Accessed 15 November 2012) Velentino (2012) [Online Images] Available at: http://www.valentino.com/en/home/ (Accessed 15 November 2012)
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FIGURE 29 Bally (2012) [Online Images] Available at: http://www.bally.com/Index.aspx (Accessed 15 November 2012) FIGURE 30 Lanvin (2012) [Online Images] Available at: http://www.lanvin.com/#/en/news (Accessed 15 November 2012) FIGURE 31 Prada (2012) [Online Images] Available at: http://www.prada.com/en?cc=UK (Accessed 15 November 2012) FIGURE 32 Ralph Lauren (2012) [Online Images] Available at: http://www.ralphlauren.co.uk/home/index.jsp (Accessed 15 November 2012) FIGURE 33 Jimmy Choo (2012) [Online Images] Available at: http://www.jimmychoo.com/en/uk/page/ home/ (Accessed 15 November 2012) FIGURE 34 Christian Louboutin (2012) [Online Images] Available at: http://christianlouboutin.com (Accessed 15 November 2012) FIGURE 35 Sergio Rossi (2012) [Online Images] Available at: http://www.sergiorossi.com (Accessed 15 November 2012) FIGURE 36 Emilio Pucci (2012) [Online Images] Available at: http://www.emiliopucci.com/Index.aspx (Accessed 15 November 2012) FIGURE 37 Alexander Wang (2012) [Online Images] Available at: http://www.alexanderwang.com (Accessed 15 November 2012) FIGURE 38 Todd, S, D. (2012) [Image] Window Display at Selfridges store for comp shop. Photograph, London. FIGURE 39 Todd, S, D. (2012) [Image] Front entrance at Selfridges store for comp shop. Photograph, London. FIGURE 40 Todd, S, D. (2012) [Image] Window Display at Selfridges store for comp shop. Photograph, London. FIGURE 41 Todd, S, D. (2012) [Image] Front of shop at BROWNS store 1 for comp shop.Photograph, London. FIGURE 42 Todd, S, D. (2012) [Image] Front of shop at BROWNS store 2 for comp shop. Photograph, London. FIGURE 43 Todd, S, D. (2012) [Image] Front of shop at BROWNS store 3 for comp shop. Photograph, London. FIGURE 44 Todd, S, D. (2012) [Image] Front of shop at Gian Marco Lorenzi store for comp shop. Photograph, London. FIGURE 45 Super stock. (2012) England, London, New Bond Street sign on wall [Online image] Available at: http://www.superstock.com/stock-photos-images/1672R-18310 (Accessed: 28 November 2012) FIGURE 46 Todd, S, D. (2012) [Image] Window Display at Burberry for comp shop. Photograph, London. FIGURE 47 Todd, S, D. (2012) [Image] Front of shop at Burberry store for comp shop. Photograph, London. FIGURE 48 Burberry. (2012) Inside the Burberry store [Online Image] Available at: http://www.departures. com/blogs/luxury/2012/10/8/burberrys-new-london-flagship (Accessed: 28 November 2012) FIGURE 49 Todd, S, D. (2012) [Image] Branding at Louis Vuitton store for comp shop. Photograph, London. FIGURE 50 Todd, S, D. (2012) [Image] Front of shop at Louis Vuitton store for comp shop. Photograph, London. FIGURE 51 Todd, S, D. (2012) [Image]Front of shop at Louis Vuitton store for comp shop. Photograph, London. FIGURE 52 Todd, S, D. (2012) [Image] Front of shop at Louis Vuitton store for comp shop. Photograph, London. FIGURE 53 Todd, S, D. (2012) [Image] Window Display at Louis Vuitton store for comp shop. Photograph, London.
FIGURE 54 Todd, S, D. (2012) [Image]Front of shop at Dover St Market store for comp shop. Photograph, London. FIGURE 55 Todd, S, D. (2012) [Image] Window Display at Dover st Marketstore for comp shop. Photograph, London. FIGURE 56 Todd, S, D. (2012) [Image] Window Display at Prada for comp shop. Photograph, London. FIGURE 57 Todd, S, D. (2012) [Image] Front of shop at Prada for comp shop. Photograph, London. FIGURE 58 Todd, S, D. (2012) [Image] Window Display at Prada for comp shop. Photograph, London. FIGURE 59 Todd, S, D. (2012) [Image] Loyalty card. Adobe Photoshop design. FIGURE 60 Todd, S, D. (2012) [Image] Look Book magazine. Adobe Photoshop image. FIGURE 61 Todd, S, D. (2012) [Image] Personal Shopper. Adobe Photoshop image. FIGURE 62 Todd, S, D. (2012) [Image] Ground Floor floorplan of store. Sketch up software. FIGURE 63 Todd, S, D. (2012) [Image] First Floor floorplan of store. Sketch up software. FIGURE 64 Todd, S, D. (2012) [Image] Side view of flagship store side 1. Sketch up software. FIGURE 65 Todd, S, D. (2012) [Image] Side view of flagship store side 2. Sketch up software. FIGURE 66 Todd, S, D. (2012) [Image] Inside view of flagship store. Sketch up software. FIGURE 67 Vogue. (2012) Chanel; Pop up shops images [Online image] Available at: http://www. vogue.co.uk/news/2012/07/12/chanel-opens-covent-garden-beauty-pop-up-store/gallery/1(Accessed: 29 November 2012) FIGURE 68 Vogue. (2012) Chanel; Pop up shops images [Online image] Available at: http://www. vogue.co.uk/news/2012/07/12/chanel-opens-covent-garden-beauty-pop-up-store/gallery/1(Accessed: 29 November 2012) FIGURE 69 News Gab. Emma Watson. [Online Image] Available at: http://www.newsgab.com/celebrity-pictures/104818-emma-watson-out-lunch-nyc-monday-black-white-dress-blackhose.html (Accessed 29 November 2012) FIGURE 70 Todd, S, D. (2012) [Image] Look Book magazine. Adobe Photoshop image. FIGURE 71 Todd, S, D. (2012) [Image] Violin box. Photograph, Salisbury, Wiltshire. FIGURE 72 Todd, S, D. (2012) [Images] Luthier Interview. Photographs of workshop. Limehouse, London. FIGURE 73 Sergio Rossi. (2012) The Heart of Sergio Rossi contines to beat in romagna, Italy. [Online video] Available at: http://www.sergiorossi.com/experience/en/world-of-sergio-rossi/ history-and-tradition/craftsmanship/the-heart-of-sergio-rossi-continues-to-beat-in-romagna-italy/ (Accessed 25 November 2012) FIGURE 74 Sergio Rossi. (2012) The Heart of Sergio Rossi contines to beat in romagna, Italy. [Online video] Available at: http://www.sergiorossi.com/experience/en/world-of-sergio-rossi/ history-and-tradition/craftsmanship/the-heart-of-sergio-rossi-continues-to-beat-in-romagna-italy/ (Accessed 25 November 2012) FIGURE 75 Todd, S, D. (2012) [Online Images] Mood board of AW15 Trending: Heritage. A mixture of online fashion blogs and image searches. FIGURE 76 Todd, S, D. (2012) [Online Images] Mood board of AW15 Trending: 70’s Inspired. A mixture of online fashion blogs and image searches. FIGURE 77 Todd, S, D. (2012) [Online Images] Mood board of AW15 Trending: Femanine Tailoring. A mixture of online fashion blogs and image searches. FIGURE 78 Todd, S, D. (2012) [Online Images] Mood board of AW15 Trending: Chrome. A mixture of online fashion blogs and image searches. FIGURE 79 Todd, S, D. (2012) [Images] Concept Board. A collection of magazine tears.
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FIGURE 80 FIGURE 81 FIGURE 82 FIGURE 83 FIGURE 84 FIGURE 85 FIGURE 86 FIGURE 87 FIGURE 88 FIGURE 89 FIGURE 90 FIGURE 91
Todd, S, D. (2012) [Image] Chello. Photograph, Salisbury, Wiltshire. Todd, S, D. (2012) [Image] Violin Box violet. Photograph, Salisbury, Wiltshire. Todd, S, D. (2012) [Image] Clarinet. Photograph, Salisbury, Wiltshire. Todd, S, D. (2012) [Image] French horn. Photograph, Salisbury, Wiltshire. Todd, S, D. (2012) [Online Images] Mapel Wood. A mixture of musical instrument forums and image searches. Todd, S, D. (2012) [Online Images] Mahogany Wood. A mixture of musical instrument forums and image searches. Todd, S, D. (2012) [Online Images] Brazillian Rosewood. A mixture of musical instrument forums and image searches. Todd, S, D. (2012) [Online Images] Indian Rosewood. A mixture of musical instrument forums and image searches. Todd, S, D. (2012) [Online Images] Ebony Wood. A mixture of musical instrument forums and image searches. Todd, S, D. (2012) [Online Images] Ivory. A mixture of musical instrument forums and image searches. Todd, S, D. (2012) [Online Images] Brass. A mixture of musical instrument forums and image searches. Todd, S, D. (2012) [Online Images] Silver. A mixture of musical instrument forums and image searches.
APPENDIX 1A Consumer questionnaire
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79 APPENDIX 1B Consumer questionnaire
APPENDIX 1C Consumer questionnaire
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81 APPENDIX 1D Consumer questionnaire
APPENDIX 2A Results from the customer questionnaire. Which car most suits your style?
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83 APPENDIX 2B Results from the customer questionnaire. What are your hobbies?
APPENDIX 2C Results from the customer questionnaire. What are your 5 most favourite clothing brands?
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85 APPENDIX 2D Results from the customer questionnaire. What are the most expensive shoes that you own?
APPENDIX 2E Results from the customer questionnaire. Why do you love them?
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87 APPENDIX 2F Results from the customer questionnaire. Where do you regulary shop for food?
APPENDIX
APPENDIX 2G Results from the customer questionnaire. Which brand of mobile phone do you prefer?
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