Holly Fulton Brand Analysis

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Holly Fulton Analysis of market context

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DESIGNER OVERVIEW After gaining industry experience in London and Paris, Holly Fulton was established in 2009. “She was a part of London’s Fashion East platform for two seasons before being awarded sponsorship and support from the UK’s NEWGEN initiative five seasons in a row.” (Holly Fulton, 2012) Holly has developed her own unique voice through her love of multilayered references to art and culture to create bold, instantly recognizable prints and statement jewelry. Her collections are shown at London Fashion Week in her own catwalk show. The spring/ summer 2013 collection was shown at WC2 at 2pm on 15th September 2012.

Holly Fulton’s design process

Holly Fulton

SWOT ANALYSIS STRENGTHS Collaborations Use of good quality fabrics Research behind collections is strong.

Distinctive signature print Creates strong, recognisable statement pieces.

OPPORTUNITIES

WEAKNESSES

To produce a strong advertising campaign/ editorial shoots to be carefully places in publications, billboards and online.

Lack of advertising and promotion through print and web.

Create personal social media accounts, so that the public can relate to her as both a designer and person.

Lack of personality on social media platforms.

Look at a PR company that specialises in fashion; in order to push the awareness of the brand.

PR company (Talk) lack the authorisation to make informed decisions.

Lack in brand awareness.

THREATS Expensive to create such an advertising campaign can be difficult for such a brand.

It can be risky to have a personal social media account.

The brand is not emerging quickly enough; therefore this gives other designers the opportunity to overshadow her.

The brand may not be able to afford to change PR companies.

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Holly Fulton, Spring/Summer 13

BRANDING The unique selling point of the Holly Fulton brand is made up of several aspects. Holly’s prints are signature to her designs; they bring together the essence of the collections and encapsulate her inspirations and journey that makes up the end result of the collection. The jewellery in her collections are what make up her ‘total look’ and finish off her collections, it is like a trademark to her.

London Fashion Week claims that her design signature is... “Graphic print, luxurious materials and hot accessories.” (London Fashion Week, 2012) Fulton’s designs are not completely niche as she has competitors that create graphic, digital prints, however her jewellery works as her unique selling point, and is what differentiates her from other designers.

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Holly Fulton Earrings

FUNDING

AWARDS RECIEVED Fashion East is a non-profit initiative that receives sponsorship funding by Topshop, Topman and the London development agency.

Each season Fashion East selects three womenswear and three menswear designers and gives them the opportunity to present a catwalk collection to the international press and buyers attending London Fashion Week. The applicants should be able to create a collection that is coherent, well edited and styled; it should appeal to buyers and press. Sponsorship can be offered to the designer for up to three seasons until the panel is satisfied that they are ready to show. The selected designers receive a bursary, free venue and complete catwalk show production and professional catwalk photographs and videos. Mentoring, guidance and in house PR is provided to the winners throughout the season from Lulu Kennedy and her team. Those that have been awarded Fashion East in the past include designers; Henry Holland, Jonathan Saunders, Gareth Pugh and Meadham Kirchhoff. The success and high standard of these designers presents the standard that Fashion East awards to, and also shows how well the designers go on to progress and build their brand after winning awards such as Fashion East.

The Criteria invites designers to apply that have developed a strong signature style, understand the fashion industry on an international level and have reached a level strong enough

to show on-schedule at London Fashion Week.

It is desired that the applicant has a BA or MA qualification; preferably MA. The applicant should also have a good PR team and stylist on board, and have generated a decent amount of press coverage to date. These are all desired aspects of the applicant, however are not all mandatory. Applicants should also be UK based, and the company must not have been in business for longer than three years; collections can consist of womenswear or menswear.

The Application & Selection Process has three stages to the Fashion East application process.

Stage one requests an up to date CV, images of work and any press coverage. The applicant is then notified by email if they have reached the second round, and are invited to meet Lulu Kennedy, Director of Fashion East. The meeting entails an informal interview and a briefing. The applicant is also asked to take along samples and their portfolio. The final stage of the process is where the winner is selected; Lulu Kennedy meets with the Fashion East and MAN panels selecting three womenswear, and three menswear designers to take forward to show at Fashion East and MAN. The way in which the application process is built up in rounds works well, as it means that the applicant does not have to complete a hefty process in order to apply to the initial stages. Something young designers do not have much of is time; therefore the system works well to ensure that time is not wasted. The way in which the designers also get to meet

Lulu Kennedy in the second stage works well as it allows them to talk about their work in person and to also channel their design aesthetics and direction to a member of the panel directly; it creates a personal experience.

Autumn/Winter 2009 Fashion East is the first funding award that Holly Fulton received for the brand, it allowed her to showcase her debut collection at London Fashion Week for Autumn/Winter 2009; the collection received good press from renowned editors and buyers. Fashion East allowed her to put her debut collection out there allowing her to put her stamp on London Fashion Week

Holly Fulton: Fashion East A/W 2009

with her signature prints. It is evident even from her first collection the impact that artdeco and culture has on her designs; she is a designer that seeks a vast amount of inspiration from art and culture; which is evident in her designs to date. The mentoring and guidance allowed Holly to showcase her first collection with confidence- ensuring that positive feedback and press was received.

Spring/Summer 2010 Holly went on to win the Fashion East award again for Spring/Summer 2010, providing her again with the funding and assistance that she needed to produce and showcase her collection for the season. This allowed Holly to present a follow up of her first collection, allowing the brand to stay on the scene by generating another collection.

Receiving Fashion East twice in a row shows how much of a success her first collection was, and also demonstrated how well it was received by editors, buyers and the press. The brand saw a good year in 2010, Holly gained a significant amount of recognition as she was awarded Elle new designer, Scottish young designer, BFC Emerging Talent Accessories and Elle Talent Launchpad. Fashion East gave Holly the chance to put her brand out there, it set her up for bigger better things.

British Fashion Council- Elle Talent Launch pad supports young designers, helping them to grow their business through marketing, PR and British retailers. Brand development experts and credited members of the fashion industry are on board to lend support and ad-

vice to the selected young designers. ‘What the winners get is a really good, established package’- Lorraine Candy (Launchpad3, 2010) The Criteria In order to be eligible to apply for Elle talent launch pad the young designer must have a UK based business, but they do not have to be British, they are also not permitted to have been in business any longer than 3 years. The collections that they produce must consist of either womenswear or accessories.

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Holly Fulton: BFC Elle Talent Launch Pad winner 2010

The Application & Selection Process There are two stages to the application process, applicants are asked to fill in a form that requests a 500 word summary about how they see their business progressing over the next 2 years, and also why they feel they should receive the award. The initial stage also asks for a list of current stockists, an overview of the business which includes all big and small details about the business. Two industry based references are also required to support the application. Once the initial application has been submitted it will be reviewed; successful applicants will be emailed if they have progressed onto the second stage of the selection process. Stage two asks that the designer attends an interview and will be required to bring along six samples from their current collection which is reviewed by the judging panel. The winners are then selected after the interview and samples are viewed.

2010 Elle Talent Launch pad was set up in 2010 with the British Fashion council, Holly Fulton was one of the lucky young designers the award during its first year. Winning the award meant that Holly gained access to a wide array of resources that has helped her business to blossom into what it is today. She gained editorial support from the ELLE team along with access to the magazines stylists, photographers and creative directors. The award also aims to help the designer to acquire stockists in order to increase sales, in the year of 2010 Elle teamed up with six stores across Britain,

each store stocked one of the winning designers labels for a minimum of two seasons, Hervia Bazaar in Manchester is a store that committed to stocking Holly Fulton and still do so to date. The effect of gaining a stockist meant that it began to increase sales for Holly, events and in store promotion also helped to raise awareness for her brand too; the fact that she still has Hervia Bazaar as one of her stockists demonstrates the success that the label has had in the store. Since Lorraine Candy- Editor in Chief of ELLE Magazine states that ‘The Elle talent launchpad is about getting young designers straight into stores’ (Launchpad3,2010) demonstrates the success and push that this has given Holly in the retail sector. The Elle Talent launch pad worked well to bring Holly industry contacts and professional business advice and resources.

The British Fashion Council- NEW GEN The British fashion council offers a sponsorship award called New Gen; it is a prestigious, well known award throughout the fashion industry. The award offers variations of sponsorships, from catwalk, exhibition and presentation sponsorship. The number of designers awarded each year varies between about 14-20, the scale of awards on offer demonstrates the power and money that is behind the scheme. The judging panel is made up of 12 people from the industry which includes those from media, buyers, British fashion council representatives and Topshop representatives. The British fashion council however have the power to make

the final decision on winners, the rest of the panel are available to advise and assist with the selection process. Receiving sponsorship from New Gen is a big step forward for any young designer. “It never ceases to amaze me how fast NEWGEN winners learn - and how far they can go in such a short time”- Sarah Mower MBE, BFC’s Ambassador for Emerging Talent. (British Fashion Council, 2012)

BFC NEW GEN: Holly Fulton amongst other S/S 2011 winners & The announcement event.

The fact that Topshop are on the judging panel for the New Gen award means that they have an input and influence over the designers chosen, it also benefits the high street brand in the sense that they get to see fresh design talent before any other high street chain does; giving them the chance to produce similar designs and get them out in their stores faster than others. Topshop regularly collaborate with New Gen designers; fresh, upcoming talent excites people- it is cutting edge therefore Topshop make the most of this insider information and put it to good use by offering the young designers collaborations, such as Mary Katrantzou. A collaboration with Topshop that saw Holly Fulton involved was where New Gen designers created t-shirts for homeless charity Centre point, with proceeds going to charity.

The Criteria Applicants need to be based in the UK, should have a business set up and be showing off schedule, they must also have a minimum of two stockists. Their collections like many award requirements can consist of womenswear or accessories and cannot consist of menswear or bridal wear.

The Application & Selection Process The application process requires the designer to fill out an online form with basic details and to supply two industry based references; a buyer or journalist is seen as a relevant referee.

Samples, look books and press examples do not need to be submitted in the initial phase, this works well for young designers as time is something they have little of therefore it does Holly Fulton: S/S 2011

not waste time creating samples and look books unnecessarily. Once the applications have been reviewed successful candidates will be contacted via email and given guidance on what they need to do for the next stage of the process. It is requested that six samples are then submitted from the current collection; the samples are then reviewed and successful, shortlisted applicants are then invited for an interview with the selection panel; the winner is then decided based on all of their submitted material and performance at the interview.

The alumni of New Gen is one to shout about; they have provided sponsorship to the well known, and now fully established designers Alexander McQueen, Matthew Williamson, David Koma, Christopher Kane and Erdem.

Sponsorship Holly Fulton has been lucky enough to receive New Gen consecutively five seasons in a row. She has received it from Autumn/Winter 2010-Autumn/Winter 2012. Each season she gained sponsorship in different forms; catwalk, exhibition and presentation-; some seasons she received two sponsorships at once. Two of Holly Fulton’s competitors when it comes to print have also won sponsorships from New Gen, with Mary katrantzou gaining sponsorship for six seasons, and Louise Gray gaining sponsorship for spring/summer 2012.

Autumn/Winter 2010: Exhibition & Presentation Sponsorship Holly received sponsorship for exhibition and presentation for Autumn/ Winter 2010, this allowed her to showcase her collection within allocated exhibition space at

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Somerset house allowing her to put her collection out there and get noticed under the prestigious title of New Gen. Caroline Rush, Joint Chief Executive of the British Fashion Council comments on the selected designers of 2010 and how it will help them to develop their brand. “NEWGEN is an essential element of the British Fashion Council’s designer development and showcasing programme. This season we have an incredible wave of original, innovative and talented emerging designers who will, without doubt, support London’s reputation as a creative capital.” (ftape, 2010) The presentation sponsorship allowed Holly to show her designs on an intimate level, it is a method that worked well to make her designs visible to a range of people such as buyers, editors and helped her to generate contacts and raise her brand awareness in the industry.

Spring/Summer 2011: Catwalk Sponsorship Holly gained sponsorship for her Spring/Summer 2011 catwalk collection. This allowed her to show at London Fashion Week. Holly was ecstatic to find out that she had received the sponsorship “I feel enormously lucky, It’s so good to know that you can ask these really influential, knowledgeable people anything and that they won’t make you feel stupid. I wouldn’t be able to show without the support of NEWGEN.” (Alexander, 2010) Autumn/Winter 2011: Cawalk&Exhibition sponsorship Holly Fulton received catwalk sponsorship for Autumn/Winter 2011 along with competi-

tors Mary Katrantzou and Louise Gray. Holly speaks out about what the sponsorship means to the future of her brand. “It enables me to show on schedule at fashion week and provides an invaluable platform for a new designer like myself to start out from and reach an international audience”. (Hirschmiller, 2010) Mary Katrantzou also went on to state how she felt about gaining support from New Gen “this support really helps us push forward with our work and sustain the growth we’ve built on.” (Hirschmiller, 2010) This was the second season that Holly gained catwalk sponsorship from New Gen; it demonstrates how well her first collection was received and the fact that New Gen backed her again through sponsorship shows how strong her potential as a fashion brand was.

Spring/Summer 2012 & Autumn/Winter 2012: Catwalk Sponsorship Holly went on to receive New Gen catwalk sponsorship for her catwalk collections twice more. Each year that she has received New Gen she has been able to showcase her collections, helping her to push her brand further into the fashion industry; further developing her signature prints and jewellery.

New Gen has given her the resources to make it possible to pursue her label. Holly states that not only has New Gen helped her to showcase her collection but also has helped behind the scenes of the brand “... giving help not only with the season at LFW but also with the international sales and showrooms afterwards.

It gives a great grounding from which to be-

Holly Fulton: S/S 2011

come familiar with the workings and logistics of showing on schedule...” (Alexander, 2011) Centre for Fashion Enterprise: The venture programme Fashion Enterprise runs a venture programme that provides support to businesses that have been established for a minimum of four seasons. The venture programme focuses very much on the business side of the brand, providing support towards development of the collections, software, PR and accountancy. The programme is tailored to each brands individual needs and focuses on progressing the vision of the brand. The centre for fashion enterprise is partly funded by the European regional development fund. Holly has received support from the brand since Autumn/ Winter 2011 to help her develop her brand.

The Criteria & Application Process The fashion enterprise venture programme asks that the designer has been established for four seasons, and have at least one full time staff.

The sales generated from the brand should be based at around £100,000, they are expected to have about 10-20 stockists. It is common for New Gen designers to go on to receive the fashion ventures programme, as it shows their establishment, interest from buyers and the potential to progress the brand further. Other basic requirements are that the brand should be trading from a London address, offer high end luxury fashion products and also be a sole trader or limited company. If a designer meets the criteria then they are free to apply for the programme via an online application form.

POTENTIAL AWARDS British Fashion Council Vogue Designer Fashion Fund The Vogue designer fashion fund is an award that Holly could potentially apply to, it awards one British, established designer each year with £200,000 to progress their business, along with highly professional support and guidance. One of the many aims of the Vogue Fashion Fund is to help business to expand not just in the UK, but also worldwide, this is something that Holly Fulton needs to focus on more in order to increase sales and nurture her brand. She would appeal well to overseas markets, she would fit into the Italian and American markets particularly well, therefore this award is something that could really push the Holly Fulton brand overseas.

A vast selection of companies provide sponsorship for the fashion fund... ‘Those supporting The Fund are Burberry, Clothing at Tesco, Debenhams, Harrods, House of Fraser, HSBC Commercial Bank, Jaeger / Aquascutum, Marks & Spencer, Paul Smith, TONI & GUY, Topshop, Vogue and Westfield Shopping Towns.’ (British Fashion Council, 2012) The Criteria for the award is simple enough, it asks that the designer has an established business within the UK, have UK and international stockists and also support from key media; such as well established magazines.

The applicant must also demonstrate a clear vision for their brand, providing a business plan that will see it develop and blossom

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in the UK aswell as overseas. Holly Fulton therefore is eligible to apply for the award.

The Application & Selection Process asks that the designer complete an online application form, send a copy of their business plan, explain how the fashion fund will help the business and to also provide a copy of their portfolio. The business plan must be a three year long plan; details can be found on the British fashion council about the specifics of what the plan should include. The application process asks for the business plan to include a vast amount of information however this is a useful task to complete anyway as it would enable Holly to break her brand down and really look at what she needs to do in order to develop her brand. Each of the sponsors of the award have a member on the judging panel, alongside members from the British Fashion council, Alexandra Shulman is the editor of Vogue UK & Chair of the Fund Committee and Judging Panel. The applicants are discussed by the panel and the winning applicant selected; therefore the application process is crucial to get right, specifically the business plan.

Previous Winners of the Vogue designer fashion fund was Jonathan Saunders, the panel made the decision to award the sponsor to him based on the strength of his catwalk and pre-collections and the positive media that he has received within the UK and internationally each season. He also demonstrated a clear business plan that would push the brand forward. I feel that Holly may have

to further develop her brand more to get to the same level as Jonathan Saunders, although she is eligible for application it would be beneficial for her to receive more press on a larger scale prior to applying, and also consider pre collections; otherwise her application may not be considered as closely.

What the award would aid the brand with, how would it progress it further? The award would aid the Holly Fulton brand to expand worldwide which would open up a vast amount of new markets and products for her; she could think about the bigger picture of the brand and what she wants the voice of her brand to be worldwide. In turn sales would increase, profit would come rolling back in and she would be able to generate innovative collections every season, look at the possibility of diffusion lines and also generating advertising campaigns to promote the brand.

British Fashion Council Vogue Fashion Forward The Vogue fashion fund aims to support designers that have already been awarded a sponsorship from NEW GEN and NEW GEN MEN. The scheme helps designers showcase at London Fashion week and to also develop their business through the help of mentoring.

The winning designer receives from ﾂ｣5,000ﾂ｣20,000 to showcase their upcoming collection at London Fashion week. The recipient is selected by the judging panel which is made up on 窶連veryl Oates, Retail Expert; Caroline Rush, CEO, BFC; David Watts, Business Support Manager, BFC; Francesca Burns, Fash-

Holly Fulton: S/S 2012

ion Editor, Vogue; Melanie Smallwood, Head of eBay Fashion Brands; Ruth Chapman, CoFounder, Matches and Sarah Mower MBE, BFC Ambassador of Emerging Talent, Contributing Editor to US Vogue and American Vogue. com’ (British Fashion Council, 2012) The judging panel is varied, therefore a fair chance is given to all applicants. Holly Fulton may be in with a good chance, as she may get a good word put in by Matches as they are one of her UK stockists. Previous winners of the award include Christopher Kane, Erdem and Jonathan Saunders therefore the bar is set high.

The Criteria The application process is open to designers that have been in business for three or more years, are presenting on-schedule at London fashion week or have received NEW GEN funding in the last three years. The business is also required to have a turn over between £300,000 and £1,000,000, however in some cases this can be overlooked. Another basic requirement is that the business is UK based. Holly’s brand therefore is applicable for application for the award.

The Application Process consists of an application form, which has to be requested upon email, basic information is put into this, a business plan is to also be submitted. The business plan is to include long and short business plans along with minor to major details- a full five year business plan is requested; this is high demand, however the sponsorship is so valuable that it would be worth the time and effort to apply for an award such as Vogue fashion

forward. A brand presentation is to also be submitted, this has to include a portfolio with images from the most current season, previous four collections and then also sketches, photos, editorial images and advertising campaigns.

The Selection Process Once the applications have been reviewed those that have been shortlisted are invited in for an interview. Plans for the upcoming season and presentation for this are to be taken along and presented to the panel. The decision is then made by the panel on the recipient of the award.

What the award would aid the brand with, how would it progress it further? The award would allow Holly to present a collection bigger than any she has produced before; she could push the limits on the materials and resources she uses to produce her collections, whilst also using the fund to showcase in an interesting space that reflects her brands aesthetic- such as an art deco building. A simple aspect like this would bring her whole brand aesthetic and collections into perspective more, however it is something that costs a vast amount of money, however through justification of this she may be able to receive funding from Vogue Fashion forward for this. Another aspect that Holly can develop further is her runway design; this is an element that would simply reflect brand values and encapsulate the essence of the collection. This is something that Mulberry do excessively well each season; they also demonstrate how it can be done without spending a vast amount of money. A simple print that is cohesive throughout the collection could be printed on the runway or the back wall. It is simple aspects such as this that enhance a brand so much. It is however not just the money that comes with the award, it is the mentoring and help from business mentors and creative professionals that would help Holly take a big step in the right direction.

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PRODUCT

THE COLLECTIONS The catwalk collection The Holly Fulton brand produces two womenswear collections a year; Spring/Summer and Autumn/Winter. Holly is not at the stage yet where she has the funding to create Pre collections, therefore works on the base of her two collections a year. The collections consist of womenswear and accessories; accessories of which are signature to creating what Holly calls her ‘‘total look’, often cleverly worked into the clothing itself’ (Holly Fulton, 2012).Her catwalk collections consist of every piece that she has produced for the particular season; she does not produce a separate catwalk collection for press and then a commercial collection for buyers. It is the decision of the buyers to select what they feel is the most wearable, sellable garments from the seasonal collections. The vast majority of the catwalk designs are commercial and wearable, however if Holly was to create a line for catwalk and press she could be more creative, and then diffuse a collection down for press; this would help her to gain stockists within the UK. A potential idea is also for her to diffuse her accessories down to a diffusion line, as her jewellery is one of her trademark pieces; this is something that could potentially sell well.

Price Point The Holly Fulton brand is seen as a luxury brand. A luxury brand is defined by a build up of aspects such as quality and attention to detail; Mintel researched into what the ‘definition’ of a luxury brand is, the most

popular results are shown. Looking at the results in relation to the Holly Fulton brand she has a strong sense of luxury about her products, she uses high quality materials and also crafts her pieces heavily be hand, her pieces are also very exclusive and present a signature style which is unique to anything that is readily available on the high-street. Due to the fact that the brand is classed as luxury higher prices can be charged to generate income and profit back on the expenses of the high quality materials used, and also the time put into the designing and production of the pieces.

Accessories Retail prices for Holly Fulton jewellery ranges between around £95-£395. The £95 pieces are often earrings, and do not include her signature Swarovski crystals; these pieces are made from ‘50% Resin and 50% shell’ (Hervia,2012). Resin is a material that can be intricately moulded to work with Holly’s intricate, bold designs, therefore the materials and time put into the production of the design makes up this price point. The more expensive pieces of jewellery in her collections have Swarovski crystals embedded into them therefore this immediately increases the cost of resources and production. The £395 pieces are made up of ‘50% Perspex, 45% Crystal and 5% Semi precious stones’ (Hervia, 2012); therefore nearly half of the product contains crystal, so the consumer can justify the purchase considering the expense of crystals. The price points of her jewellery are fair and fit in well with the luxury market, ‘The rising price of

Holly Fulton: S/S 2013

Most popular definitions of a luxury brand, by demographics, September 2011

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Mintel, 2011

precious metals has meant that more than one in five (21%) people consider jewellery to be a good investment.’ (Mintel,2012). The prices of her bags are also based around £500, dependant on the materials used.

Garments The brands garments ranges from around £220-£1,900. The lowest priced pieces are tops; these are generally digitally printed and are not made up heavily of embellishment unlike some other pieces in the collections, this therefore affects the cost of the product as materials and production are more expensive. The materials used on the lower priced pieces such as tops are however still made with good quality materials, and well designed which makes up the reasoning for the price point. The pieces with higher price points are more intricate in design; make use of embellishments, intricate stitching, digital print and crystals. The price points of the products are true to the quality of the products and the time put into creating them. Luxury products are pieces that consumers treasure and look to as an investment.

MANUFACTURINGCaerlee Mill worked

with the Scottish cashmere brand Caerlee mills to produce her Spring/Summer 12 and Autumn/Winter 12 collections. The brand Caerlee is a quality heritage brand that takes pride and care in every garment that it creates, each piece is also 100% made in Scotland; the fact that Holly has worked with a brand that is true to her Scottish roots works really nicely as it roots her and gives her brand authentic-

ity and heritage. Caerlee worked closely with Holly to bring her intricate patterns to life.

Tom Harkness of Caerlee talks about how the brand worked with Holly “As the UK’s only full time employer of hand intarsia artisans, we can make a knit look like printed silk. We were looking for a designer who could work well with our team, and whose designs would make a perfect showcase for our skills and experience. It’s great working with Holly.”

(Caerlee Mills, 2012). The fact that Holly has collaborated with a brand with a strong organic nature to it reflects well on her brand as it shows that she thinks about her manufacturing process, and that quality is an aspect that is important to her production process.

however a small selection is available which suits their customer base; Matches is aimed at the more mature, professional woman.

It is evident from the stockists that the brand sells better and has more interest from consumers internationally. The brand has reached out to Asia, The Middle East and North America. Specific parts of the EU that the brand has also reached are Italy and Greece.

STOCKISTS

Holly Fulton pieces are stocked in a variety of stores, the vast amount of stockists are based internationally and consist of smaller boutiques. Holly has a total of 24 stockists, 22 of which are international.

The brands UK stockists are; Matches, London and Hervia Bazaar in Manchester.

Matches stocks Holly Fulton in both their Notting Hill and Richmond stores. On a visit to the Notting Hill store it was found that the current collection was not in stock, the pieces are moved between their two stores dependant on the demand and sales of the pieces, it seemed that the collection was not selling well in the Notting Hill store. The collection is however available on the website,

Holly Fulton Jewellery

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Holly Fulton: S/S 2013

SALES Even though Holly Fulton has stockists across the globe, it’s not high in numbers. With 8 stockists in Europe which includes Matches in Notting Hill and Richmond and Hervia Bazaar in Manchester, 6 stockists in Asia, 6 stockists in the Middle East, 4 in North America and 1 in Russia there is the potential for more. Holly Fulton can also be purchased online through Matches, Hervia, Daily Projects and Laboratoria-Shop.

Holly Fulton is one of the designers that is a part of the London Show Rooms, a pop up show room set up by the British Fashion Council as part of their support and mentoring scheme. London Show Rooms as enabled to take Holly Fulton designs to LA for AW12, NYC for AW12 and Paris for SS13. Going overseas is a great opportunity as there are more sales overseas especially in Paris. Holly Fulton does have a sales representative and their London based showroom is linked with The Centre for Fashion Enterprise. The CFE, where Holly Fulton is a “venture designer”, is developing Holly Fulton as a business ass well as providing support and advice. Being a part of CFE means that they’ll provide the space for the showroom and will have the right contacts to invite. Having the right support, advice and connections is vital because Holly Fulton is still relatively new and still growing even though she’s been in the light for almost 3 years now.

Holly Fulton hasn’t taken part in any tradeshows as of yet, but these are golden opportunities for her as these shows can generate

a lot of sales. She would benefit from taking her jewellery designs to a trade show in Paris, as this is where a vast amount of buyers flock to. The tradeshow ‘Who’s next’ in Paris would be suitable for Fulton’s jewellery as the tradeshow takes a heavy focus on jewellery, the tradeshow also has a clear, easy to navigate website which her work can be displayed on, this will help to push sales. It may also be beneficial for her to attend a tradeshow in the USA also, as she stocks well in the States.

Hervia Bazaar, Manchester

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Matches, Notting Hill

COMPETITOR ANALYSIS Mary Katrantzou Strengths The Katrantzou brand has a strong signature style that is instantly recognisable.

Katrantzou has worked her way up and won numerous awards and funding schemes to help her along the way. The brand has great strength when it comes to signature design and also portrays this well through collaborations; it is something that is strong and cannot be taken away from the brand.

Weaknesses Whilst the brand’s products sell extremely well, some pieces are not translated overly well into commercial pieces, it is not something that can be worn on a daily basis. The price points of some of products, such as print dresses, and even scarves are priced highly making her collection inaccessible to some consumers, although her collaborations are what makes her design aesthetic available to these markets.

Similarities The design aesthetics of the brands are worlds apart but they both make use of digital print./ Collaborated with Topshop for the NEWGEN T-shirts./ Both received Fashion East sponsorship./ Received New Gen consecutively for more than four seasons in a row/ Both stocked in Matches, London/ Have both received good press in well established magazines, however Katrantzou has attained a larger volume of press./ They both take inspirations from art./ They have both had pieces showcased in exhibitions, Holly Fulton’s lip

dress at the V&A Ballgowns exhibition, and Katrantzou at the Swarovski Archive exhibition in Beijing./ Have both produced capsule collections for Swarovski atelier./ They both have a heavy focus on digital print and jewellery.

Differences Mary Katrantzou is stocked in big retailers such as Harvey Nichols, Net-A-Porter, Selfridges and Browns/ Has collaborated with Topshop on three high street collections- Has had her own collection./ Shortlisted for the BFCVogue Designer Fashion Fund 2012./ Celebrities are regularly spotted wearing Katrantzou garments./ Her pieces are regularly featured in Vogue./ Mary is keen to collaborate with exciting companies that can bring more to her brand; this is something that Holly Fulton can learn from and open up to./ Holly Fulton currently has a good, informative up and running website; whereas Mary Katrantzou’s website has been under refurbishment for some time now./ Collaborated with Show studio

Mary Katrantzou

What Holly Fulton can learn from her success Holly has followed very closely in the footsteps of Mary Katrantzou, such as winning the same funding awards from her like Fashion East and New Gen, and also creating capsule collections for Swarovski. Holly can look up to Katrantzou and realise that she too can open up to different markets and create diffusion lines, and make use of collaborations to generate sales and brand awareness like Katrantzou has.

Product Range Katrantzou’s product range is made up of mainly dresses, skirts and scarves

Mary Katrantzou: A/W 12-13

Mary Katrantzou: SS 2011

that are coated in her signature prints. She also has perfume that is available in Selfridges, and has made other products such as jeans and t-shirts available through collaborations.

Ethos Katrantzou’s design ethos is individuality. Her signature is made up of “A hyperrealist aesthetic, bold graphics and industrial jewellery.� (London Fashion Week, 2012) The hold and position Katrantzou has within the market and how it affects the Holly Fulton brand The Mary Katrantzou brand has a strong hold over the digital print market; she and her designs are well known and loved by those within the fashion industry and the general public.

Her products are stocked within well established, luxury department stores; Selfridges and Harvey Nichols. The fact that both Holly and Mary make use of digital prints means that Holly has to fight her way into the forefront of the market in order to make her mark on digital print lovers. Holly however does have a different take on print than Katrantzou, she also makes use of embellishments and diverse materials for her collections, therefore this is a good selling point that Holly has over her.

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Mary Katrantzou: SS 2011

Louise Gray Strengths Fun, playful website and Bold, eye catching, graphic prints.

Weaknesses Has one UK stockist/ Has only one store stockist, which is in San Francisco/ Website is not overly informative and lacks content Similarities Stockists are mostly international/ Makes use of bold digital print within designs/ Both received Fashion East sponsorship/ Both born in Scotland./ Makes use of embroidery aswell as print in her designs like Fulton does./ Both awarded sponsorship by New Gen, Gray received it for six seasons, and Holly five.

Differences Gray’s collections are very heavily made up of print, whereas Fulton has strengths in her embellishments and accessories too./ Gray has collaborated with a vast amount./ Gray has collaborated with Topshop; she has a makeup line and a clothing line./ Her price points are relatively higher than Fulton’s when it comes to garments such as tees and printed sweats.

What Holly Fulton can learn from Gray’s success? Holly would benefit from looking at the collaborations that Gray has done, and consider doing something similar herself in order to get herself noticed by a wider market.

Ethos It is evident that Gray is an energetic, eccentric character who loves to create designs that encapsulate this. Gray’s signature style is “Colour, textures, hand silk screened, specially developed fabrics in woven, embroidered and printed techniques.” (London Fashion Week, 2012) Gray’s hold and position within the market and how it affects the Holly Fulton brand Gray and Fulton are in a similar position within the market, they both received New Gen up until Spring/Summer 12 and have been working hard to develop and maintain their brands since. Whilst they both compete in the digital market, they both have such diverse signature styles that they appeal to different target markets. Whilst individuals make the decision as to whether they prefer the Holly Fulton style or the Louise Gray style, there is still enough room in the market for both and also Mary Katrantzou, and other print masters such as Basso and Brooke; each designer produces such diverse work. If anything Louise Gray’s work gives Holly Fulton’s a more unique point of view and vice versa.

Product Range The products that Gray has to offer are similar to Fulton’s; she offers printed dresses, tops and skirts and knitwear.

Louise Gray, S/S 13

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Louise Gray

Louise Gray, S/S 13

TARGET CUSTOMER PROFILE The Holly Fulton Woman Gender: Female Age: 29 Years old Profession: Junior Creative Marketing Assistant Personality traits: Confident, Creative, Business minded, strong willed, Feminine, Open minded, Adventurous.

as opposed to the people that actually purchase her products. This is because the audience that like her facebook page cannot afford to purchase pieces from her collection as their average income, as demonstrated in the graph is between £13,000-£20,000 (ONS, 2011). Whereas if Fulton was to collaborate with a high street brand or create a small line of accessories such as technology cases then it would open up her brand to this audience.

Music: Soft Indie Where she shops: Holly Fulton, Stella McCartney, Harvey Nichols, Selfridges, Mulberry, Zara, She looks for quality, luxury pieces to invest in from designer brands, but also shops on the high-street.

What aspects of the brand the customer identifies with The Holly Fulton woman identifies with the sophistication of the collections, but also thrives on the playfulness of the designs and freedom behind the concepts of the collections.

Social Media Fans Facebook Holly Fulton’s facebook page receives likes from an average age of 18-24 years old and is most talked about by users in London. This however reflects the audience that favour and are inspired by her work

Facebook Fans, 2012

Pinterest Board of The Holly Fulton Woman

MARKETING In 2011, Holly Fulton collaborated with their Manchester stockist, Hervia Bazaar. The boutique hosted the British Fashion Council and ELLE Talent Launch Pad event to introduce Holly to the store, along with her new customers and clients. This intimate event gives Holly the opportunity to talk to guests and potential clients about collection and introduce herself as a designer and a brand.

Earlier this year, McArthurGlen’s Designer Outlet Fashion Month allowed shoppers to purchase designer pieces with a huge discount. For the launch, they collaborated with Holly Fulton as part of their continued support of young British design talent where Holly designed exclusive tote bags. Not only does this allow shoppers to grab a piece of the designer they wouldn’t normally able to afford, this drives shoppers to McArthurGlens.

Holly also designed the tote bags for London Fashion Week SS13. The bright, attention grabbing yellow tote, printed with Holly Fulton’s recognisable art deco inspired print, becomes a collectable and noticed all around London Fashion Week.

Along with the tote bags, Holly Fulton also reinvented the façade of the official hotel of Vodafone London Fashion Week, the May Fair hotel, with her iconic spring/ summer 2013 print. This opens her print to all those who walk past the May Fair hotel and due to the location of this luxury five star hotel, these passer bys are the ones who

would be able to afford a Holly Fulton piece.

There has only been one fashion film for Holly Fulton and lucky for her, it was commissioned by the creative director of British Vogue, Jamie Perlman, for an online platform for fashion film and photography Testmag.co.uk. The website is a platform especially for new and emerging artists which is perfect for a designer such a Holly Fulton as she can utilise this platform to showcase her work to new audiences.

The two minute fashion film directed by Quentin Jones, a director who has made a film about Victoria Beckham and a film for Chanel, captures the ethos and the inspirations behind Holly Fulton and the collection through a stop motion, collage, animation.

The animation features Holly Fulton’s collection- even though it was made before they had the garments- and most importantly her iconic prints. Holly Fulton’s love for art deco and Bauhaus is evident through a playful and humorous tone that reflects the emerging brand.

There isn’t a lookbook for Holly Fulton’s collection as of yet, which is probably due to budgeting as photographers, stylists, hair and makeup and models as well as printing can be costly to a brand like Holly Fulton. A lookbook could benefit the brand however, as it can easily be distributed to buyers and press. This gives them the chance to look at the different products, looks and begin to understand the ethos behind Holly Fulton.

Quentin Jones, Holly Fulton fashion film

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Holly Fulton Website

HollyFulton.com is the simple website for the brand that is bold and easy to use. The homepage features an auto play video of the current collection- spring/ summer 2013- with a bold menu at the top left hand corner. The website uses images to showcase the latest collection complete with share buttons to tumblr, tweet, Facebook or pin the images.

Their “latest” option takes the audience to their Tumblr where they can follow and reblog without having to leave the window. There is also the option to view their Tweets and a link to their Facebook page, which opens in a new window. These links means the audience doesn’t have to leave the Holly Fulton website nor will they loose the window as they click on different links. The “studio” options introduces Holly to the audience via a short biography, interviews with press and details on past projects. This allows the audience to know more about Holly as a designer and begin to understand her ethos behind her designs and her brand. Lastly, the website also has stockists details, contact details of the press and sales team and more importantly direct links to the external e-commerce.

Social media is now a vital part of a company’s marketing tactic and Holly Fulton is now on Facebook, Twitter, Tumblr, and Instagram.

Three of the four are all linked to the main website which enables the audience to jump to the different platforms without having to leave the main site or exit the window. Then on her Facebook page, there is also a link to her

Holly Fulton, Facebook

Twitter and Instagram. By interlinking everything together, followers and likers can jump from platform the platform if they wish to join Holly Fulton on several platforms. The content across these four platforms are all different yet together they still echo the Holly Fulton ethos and have the same tone of voice. This way, if a follower has joined Holly Fulton across all four social media platforms, they won’t have to read the same news over and over again.

While the social media content is consistent and strong, one improvement Holly Fulton could make is to add more of a personality. The statuses and tweets are very business minded and brand focused, which is professional and newsworthy, but these social media websites are still websites people use to connect to their friends. There needs to be some personality behind the account yet still remain professional. The brand could follow Henry Holland’s footsteps and not only have an account for Holly Fulton the brand but Holly Fulton the designer. Henry Holland’s personal account is very personal; it still links to House of Holland but he’ll also tweet about the X Factor and his boyfriend. This allows followers to get to know Henry Holland as a designer and a separate person to his brand but also shows he’s a normal person like anybody else; he’s also human.

Holly Fulton, Twitter

There is a similar story with Holly Fulton’s Instagram. While followers get an idea of the brand and an inside view, it’s all about the business. An example Holly Fulton could be-

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gin to be inspired by is Oscar PR Girl. The PR girl for Oscar de la Renta gives us the inside scoop on the fashion house via Twitter, Instagram and Tumblr. While she gives us exclusive backstage photos of events and shows, yet still tweeting about who’s wearing Oscar de la Renta. Her accounts appear to have a personal touch- they’re her words, as she sees what goes on behind the scenes- yet followers are still being shown products, backstage pieces and knowing what’s going on.

Holly Fulton doesn’t need to immediately need to create a “Holly PR Girl” but can begin to show more of a human touch by instagramming people dressed in Holly Fulton pieces and more backstage processes of the shows and events, because at the moment there’s a lot of focus on product and press clippings, but the photos of Holly at events with friends add more personality and realness.

Moving on to Holly Fulton’s Tumblr. Again it shows inspiration, press, exclusive backstage photos and details of their print and keeps in with the brand voice but it seems very static and robotic. This is an opportunity for Holly Fulton to interact more with the Holly Fulton girls and crowdsource. Burberry’s Tumblr is literally created by Burberry customers. The “Art of the Trench” tumblr asks customers to upload photos of themselves in their Burberry trench coat. The street style looking blog is generated of images from the customers

themselves which creates an interaction and a unique way of crowdsourcing.

Holly could include more customer interaction- not just on her Tumblr but on any social media platform- by running competitions or even asking customers to submit images. This begins to get customers involved and their social media sites become more interactive and a space for the customers to have their say or their photos shown. Moreover, it adds more personality, human feel and realness that their social media platforms are lacking.

Holly Fulton, Instagram

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Holly Fulton, Tumblr

PUBLIC RELATIONS Holly Fulton is represented by Talk PR and the brand is a part of Talk PR’s scheme- Talk Future. Along with Michael Van Der Ham, Talk PR plans to nurture these two creative talents through brand strategies that support their businesses “from editorial/ feature placement, London Fashion Week show organisation, sponsorship and collaboration opportunities and stockist liaison.”- Talk PR. Holly Fulton has been featured in press whether through pieces used in editorials or celebrities featured in press dressed in Holly Fulton.

Pieces have been seen in Stylist Magazine, the London Evening Standard, The Guardian, British Vogue, Vogue India, ELLE, ELLE US, ELLE Korea, Interview Magaine, Es Magazine, V Magazine, Dazed and Confused, Bullet Magazine, Notion, Harpers Bazaar UK, Grazia UK, The Hunger Magazine, to name a few.

Even though there is a mixture of top fashion magazines and newspapers, there is a similar audience reading these press pieces. They are customers who have an interest in fashion, who keep up with the media by reading magazines and daily newspapers and most importantly work in the city with a salary that can afford Holly Fulton pieces as The London Evening Standard and Stylist Magazine are both free publications distributed in the city.

By being featured in the likes of Vogue, ELLE and Harpers Bazaar as well as newspapers such as The Guardian and The London Evening Standard, means there is already a reputation of Holly Fulton. Pieces are shown in newspapers that are seen by thousands of London

commuters as they grab their free Evening Standard as well as being featured in the top fashion magazine, Vogue. These publications show that Holly Fulton is being featured in the right publications, as the readers are more likely to be able to afford Holly Fulton and more importantly know about Holly Fulton.

Along with pieces being features in the press, Holly Fulton has been seen on celebrities such as Elizabeth Olsen, Alexa Chung, Solange Knowles, Sarah Rutson, Susie Bubble, Lulu Kennedy and Jamie Winstone, just to name a few. These examples are aiding Holly Fulton’s reputation as these are all beautiful, hardworking women who are recognisable in the fashion industry.

Talk PR, Canvas tote bag designer by Holly Fulton

Holly Fulton, Dazed & Confused,2010

COLLABORATIONS In 2010, Holly designed a collection for Atelier Swarovski for Autumn/ Winter 2010. The collection echoed her love for art deco as well as the idea of creating relaxed luxurious wearable pieces.

Holly Fulton is just one of the designers who has designed a collection for Atelier Swarovski.

Other designers include competitor Mary Katrantzou, Christopher Kane, Erdem and Jonathan Saunders. With only being established for a year, and being a part of Atelier Swarovski, this demonstrates that Holly Fulton’s class and talent is just as high as these other designers.

In the same year, Holly Fulton collaborated with Smythson for a collection that includes diaries, notebooks and cards. The limited edition stationary features Holly’s art deco inspired illustrations and her favourite colour combo; black and white.

Not only does this diffusion line open the brand to a wider audience, it continues to target their core audience. Smythson’s customers are potential Holly Fulton customers too in that they’re in the same demographic. While they may not know of- or even heard of- Holly Fulton, this unique stationary collection allows them to begin to buy into the brand and be introduced to Holly Fulton.

Not only has Holly Fulton collaborated for sales and promotion of herself and her brand, she has also collaborated for charity. In 2011, Holly partnered with ASOS.com to create exclusive scarves to support the Fairtrade Foundation. Then in 2012, Holly collaborated with Topshop to support Centrepoint- a charity that helps and supports homeless young people. Other new emerging British

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Swarvoski Capsule Collection, 2010

designers such as Louise Gray and Meadham Kirchhoff, joined Holly Fulton to design one off T shirts that were sold in Topshops nationwide and online. Collaborations like these allows consumers buy into the designer for a fraction of the price and help those less fortunate at the same time. This also lets the designer spread their designs to a wider audience and audience they might usually connect with.

One collaboration that probably benefitted Holly the most was her collaboration with Caerlee for her spring/ summer 2012 collection.

The collaboration was supported by Scottish Enterprise and Scottish Development International and allowed the designer access to Scotland’s oldest continually operating textile mill and a manufacturer full of history and great quality. This collaboration also benefited Caerlee as the collection demonstrated their level of skill and quality for the fashion world to see.

Holly’s collaborations do not end here and the future looks bright. Her prints are unique and instantly recognisable but most importantly, they can easily be manipulated to garments and accessories.

One unique collaboration is Coach x James Nares. The luxury leather goods brand, founded in New York, collaborated with the New York based painter to create limited edition tote bags. The unique collaboration gave Coach a different edge to their products while giving Nares a platform to demonstrate his skill and his work to a new market.

Holly Fulton, SS 12

While this type of collaboration can be an idea for Holly as her prints can be manipulated on to different products, her next collaboration is most likely to be with Britain’s highstreet store, Topshop. As a proud sponsor of NEWGEN, a scheme set up by the British Fashion Coucil, Topshop has already had a line of collaborations with London’s newest emerging talent. The list includes Kate Moss, Christopher Kane, Meadham Kirchhoff, Louise Gray, Mary Katrantzou, the latest collaboration with JW Anderson and many more in the past. As Holly Fulton has been awarded the NEWGEN sponsorship and support five times in a row, a Topshop collaboration is more than likely to be on the cards.

This collaboration would benefit Topshop in that they would have a collection that differs from the rest of the products they already have and demonstrate their ongoing support for new emerging British talent. The collaboration would benefit Holly Fulton because the collection would target a new customer- one that maybe doesn’t usually buy Holly Fulton garments because it’s too expensive, but now can because of the diffusion line with Topshop. Even if the customer doesn’t purchase any pieces, they begin to see the name and find out more about the designer. Holly Fulton’s name will be published all over Topshop’s social media platforms globally, which means more awareness to the brand, the designer and the ethos she stands for.

Smythson Stationary Collaboration

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Topshop Charity T-Shirt Collaboration

ASOS Fairtrade Scarf Collaboration

PROGRESSION Currently Holly Fulton’s catwalk shows are very simple. The current spring/ summer 2013 show featured a LED wall lit up with arrows. While the collection is bold and unique, the show doesn’t have the uniqueness that will enable people to recognise that it’s a Holly Fulton show instantly. The show also doesn’t voice the playful, fun side of the brand.

One brand she can be inspired by is Meadham Kirchhoff as their shows are very memorable through their use of props and dancers. Their spring/ summer 2013 show used props and created different rooms in the middle of the catwalk.

The props reflected and fitted in with the collection, and as the models walked through these different rooms, there was still the element of sophistication. This shows that even though there are props during the show, the collection and the show won’t loose the level of sophistication.

Another brand Holly Fulton could be inspired by is House of Holland. During his spring/ summer 2013 catwalk show, customers were able to place orders on pieces they liked through the pop up ebay store. With every order, customers also received a free pair of tights. In addition to the new collection, customers could browse the current autumn/ winter 2012 collection. This idea increased sales of the current collection and the pre-orders enabled House of Holland to know how many of what piece they need and they can see what piece did well and what piece didn’t. Holly Fulton needs ideas like these to increase sales because during our store visit to Matches at Notting Hill, we were informed that the collection had been relocated as it wasn’t doing very well at Notting Hill.

Holly Fulton models backstage, SS 13

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Holly Fulton, Spring/Summer 13

FUTURE BRAND STATEGY Holly should look to her competitor Mary Katrantzou as an example of where she should be in the market. Her brand needs to be pushed forward and awareness increased; this can be done through a variety of medias such as advertising, social media and interesting, innovative campaigns.

in this diffusion line. It would enable her to also target the line more specifically to a customer, and would also help to generate more sales.

The vast amount of Fulton’s current stockists chooses to stock mostly her jewellery therefore it shows that it is in high demand in comparison to some of her other pieces.

MARKETS & PRODUCTS THAT THE BRAND SHOULD DEVELOP

Tech Cases Technology cases would open up a new market for the brand, Fulton’s prints from each season can easily be translated onto technology cases for iphones, ipads and other popular devices. This would open up to younger markets but also mature fashionable women who want their technology products to look fashionable and well presented. It allows those that also cannot afford to purchase full price Holly Fulton products to buy into the brand through a low cost item; this encourages relationships with a variety of markets.

Retail The brand needs to focus on pushing the collections into department stores, this may mean diffusing the collection down and making more commercial pieces; this is something that would make the brand more successful in the UK. Statistics from Mintel show that ‘Four in ten consumers who buy luxury brands opt to make these purchases at department stores such as Selfridges, making these outlets the dominant force in the luxury market.’ (Mintel, 2011). Consumer trust big luxury department stores such as Selfridges and Harvey Nichols, therefore the brand needs to make the push to get the products into the stores. It would also be beneficial to try American department stores such as Blooming Dales and Macys, as Fulton has a good consumer base there.

Diffusion Jewellery Line Jewellery is statement to the brand and the overall look of the collection, it would therefore work well if a diffusion line was created so that each season more jewellery pieces could be produced and then sold

Online Presence Holly should look to working on her online presence, currently her social media and website do not provide a personal level of interaction with the designer. It would work well if she was to create a personal twitter, instagram, tumblr and facebook that she can interact through, and then also Holly Fulton branded ones (as she currently has). This would enable consumers to judge Holly on a more personal level, and will make them feel more involved in the brand, and also give them a greater understanding of who she is as a designer.

The Holly Fulton website works well, as it is in-

Holly Fulton iPhone case idea

41 Mintel, Where consumers purchase luxury brand products

formative and shows up to date collaborations, and events that the designer is involved in. It would however work well if the website was available in multiple languages; this is a simple matter that would cost a small amount of money- and would open up her brand to a wider audience located in different countries. This is something that is of importance to Holly considering the fact that her mass of consumers are located abroad. Country specific social me-

dia would also show a more personal level, and make each market feel involved with the brand.

Partnerships and topical matters that the brand could become involved in Holly has collaborated with Caerlee- the Scottish cashmere brand, this is something that she could potentially expand on. It would reflect well on the brand if she was to ethically produce her garments and then shout about it.

BIBLIOGRAPHY WEBSITES

Alexander, E (2010) The future for Fulton. http://www.vogue.co.uk/news/2010/06/11/holly-fulton-on-newgen-and-joan-collins (Accessed 05/11/2012) Alexander, E (2011) Meet the NEWGEN. http://www.vogue.co.uk/news/2011/06/08/newgen-receipients-springsummer-2012 (Accessed 05/11/2012) Atelier Swarovski (2010) Holly Fulton Capsule Collection. http://www.atelierswarovski.com/designers/Holly-Fulton British Fashion Council (2012) About Fashion Forward. http://www.britishfashioncouncil.co.uk/content/1145/Fashion-Forward British Fashion Council (2012) BFC/Vogue Designer Fashion Fund. http://www.britishfashioncouncil.co.uk/content/1609/Designer-Fashion-Fund British Fashion Council (2012) Current NEWGEN recipients. http://www.britishfashioncouncil.co.uk/content/1661/Current-Recipients (Accessed on: 05/11/2012) British Fashion Council (2011) Events 2011. http://www.britishfashioncouncil.com/content/1810/Events-2011 Caerlee Mills (2012) Holly Fulton. http://caerleemills.com/article.php/13/holly-fulton-collection#about Ftape.com (2010) NEW GEN sponsorship for London fashion week Autumn/Winter 2010. http://ftape.com/media/?p=4721 (Accessed 05/11/2012) Hervia (2012) Holly Fulton- Articulated Crystal Necklace Turquoise. http://www.hervia.com/womens-c1/jewellery-c13/articulated-crystal-necklace-turquoise-p7817 Hervia (2012) Holly Fulton- Chequerboard Shell Earrings. http://www.hervia.com/womens-c1/jewellery-c13/chequerboard-shell-earrings-p6203

Hirschmiller, S (2010) British Fashion council announce sponsorship for A/W 2011.

Holly Fulton (2012) Profile. http://www.hollyfulton.com/studio/profile London Fashion Week (2012) Louise Gray. http://www.londonfashionweek.co.uk/designers_profile.aspx?DesignerID=1049 London Fashion Week (2012) Mary Katrantzou. http://www.londonfashionweek.co.uk/designers_profile. aspx?DesignerID=939 Mintel (2011) Consumer attitudes towards luxury brands. http://academic.mintel.com/display/600578/?highlight=true#hit1 Mintel (2012) Watches and Jewellery UK- September 2012. http://academic.mintel.com/display/637435/?highlight=true#hit1 Mcarthurglen Group (2012) Designer Outlet Month. http://www.mcarthurglengroup.com/news/10092012-designer-outletfashion-month/ Who’s Next Tradeshow (2012) Jewellery. http://www.whosnext.com/cat_jewelry.php Nail Polish London (2010) Holly Fulton for Smythson. http://nailpolishlondon.com/2010/10/holly-fulton-for-smythson/ Style it Light (2012) Holly Fulton fronts London Fashion Week at the Mayfair Hotel. http://www.styleitlight.com/holly-fulton-fronts-london-fashion-week-at-the-may-fair-hotel Talk PR (2010) Holly Fulton and Michael Van Der Ham http://www.talkpr.com/clients-and-work/fashion-luxury/holly-fulton-michael-van-der-ham The Southern Reporter (2011) Caerlee joins forces with award winning designer for London showcase. http://www.thesouthernreporter.co.uk/news/local-headlines/caerlee-joins-forces-with-award-winning-designer-for-london-showcase-1-1880593

FILMS

Launchpad 3 (2010) http://www.elleuk.com/fashion/news/the-winners-of-elle-s-talent-launch-pad#image=1 British Fashion Council [Online Video] London

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ILLUSTRATION LIST WEBSITES

http://academic.mintel.com/display/600581/?highlight=true#hit1 http://academic.mintel.com/display/600578/?highlight=true#hit1 http://www.ons.gov.uk/ons/dcp171778_256900.pdf http://www.hervia.com/womens-c1/holly-fulton-m61 http://www.facebook.com/STUDIOFULTON/likes http://www.stylenest.co.uk/lifestyle/five-minutes-with/holly-fulton-interview/ http://ftape.com/media/?p=9887 http://www.vogue.co.uk/fashion/spring-summer-2011/ready-to-wear/holly-fulton/full-length-photos/gallery/27 http://www.zimbio.com/Holly+Fulton/articles/uRfQF4apZ8B/SS12+Press+Day+Holly+Fulton+Details http://access-fashion.com/2010/09/graphic-sensibility-holly-fulton-ss11-catwalk-review/ http://www.farfetch.com/shopping/women/holly-fulton-chandelier-pendent-choker-necklace-item-10293178.aspx http://magazine.motilo.com/vodafone-and-mary-katrantzou/ http://www.hollyfulton.com/ http://www.youtube.com/watch?v=_YU6T0B3_Gk http://www.hollyfulton.com http://hollyfulton.tumblr.com/achi

https://www.facebook.com/STUDIOFULTON https://twitter.com/STUDIO_FULTON http://statigr.am/studio_fulton http://tooklookbook.com/files/atelier-swarovski/atelier-swarovski-jewellery-holly-fulton-2010-fall-winter-1293739847.jpg http://www.atelierswarovski.com/shop/image/cache/data/news%20press/Vogue%20TAI%202011-1-1%20pag%20135408x524.jpg http://www.wmagazine.com/w/blogs/editorsblog/blog_smythson_01.jpg http://www.thesouthernreporter.co.uk/webimage/1.1880591.1317220397!image/1612149579.jpg_gen/derivatives/landscape_595/1612149579.jpg http://videos.rightster.com//rightster/000001/encodes/images/28ef7e870bfcb5f06060b0a6a52e08a0_5054ae20_64 0x360.jpg https://si0.twimg.com/profile_images/1127584357/Picture3.jpg http://sidewalkhustle.com/wp-content/uploads/2010/06/21/MIA.jpg http://www.matchesfashion.com/stores/notting-hill

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