BUSINESS PLAN
Sophie Brampton
SOPHIE BRAMPTON 1302413 FASHION BA
CONTENTS
1. Brand Introduction- Social Media/ Mission Statement
2. Brand Introduction- Values/ Beliefs
3. Brand Introduction- Values/ Beliefs
4. Hosiery Industry Overview
5. Brand SWOT Analysis
6. Brand SWOT Analysis
7. Consumer/ Customer Analysis
8. Pen Portraits of Consumer
9. Competitor Analysis
10. Competitor SWOT Analysis
11. Competitor SWOT Analysis/ Brand Positioning Map
12. Intellectual Property
13. Funding the Business/ Third Party Relationships
14. Business Time Frame - Year One Overview
Sophie Brampton
15. Business Time Frame – 1 – 3 Months
16. Business Time Frame – 3 Months
17. Business Time Frame – 3 Months
18. Business Time Frame – 6 Months
19. Business Time Frame – 9 Months
20. Business Time Frame – Year Two
21. Business time frame – Year Four – Ten
22. Marketing Mix 7P’s
23. Marketing Analysis
24. Marketing Analysis Social media
25. PR Opportunities
26. – 31. Appendices
32. Bibliography
Sophie Brampton
BRAND INTRODUCTION
WEBSITE: www.sassysocks.co.uk Twitter.com/sassysocks
sassy__socks
Facebook.com/sassysocks
Tumblr.com/blog/sassysocks
Pinterest.com/sassysocks
MISSION STATEMENT: “AT SASSY SOCKS, WE WANT TO MAKE SOCKS A FASHION STATEMENT. TO BUILD OUR VISION WE CREATE QUIRKY, UNIQUE HAND ILLUSTRATED SOCKS FOR THOSE WHO ARE FASHION CONSCIOUS YET LIKE TO GIVE THAT EXTRA SASS TO THEIR STYLE.“
Sophie Brampton
1
BRAND INTRODUCTION Sassy Socks is a business proposal consisting of an online ecommerce store providing unique, original hand drawn illustration in the form of embroidery and prints onto socks. The online store will be based in the UK and sell fun sew-on embroidery patches made from original hand illustration created by the design team in house, and socks with the imagery ready sewn on. There is also the option to buy blank socks and buy the patches individually to cover any item of clothing. The idea is that this online service will create an exciting and contemporary fashion innovation that customers can use to buy into fashion, art and illustration. The brand will be targeted towards women age 16- 25 but not limited to just women; young Creatives who want to make a statement in fashion. Throughout this business plan I will investigate the ways in which I can set up and achieve this business idea.
The creative business enhances and strengthens the line between art and fashion in a contemporary way and provides an innovation in expressing fashion statements and emotions. It will contribute to making high fashion and high street brands less desirable by offering unique and exclusive pieces instead of high street garments that are similar in style but mass produced. It will revive socks from being a boring, dull yet essential part of everyday clothing that is worn by all. It will give socks a new meaning and make a disregarded item of clothing more desirable and contemporary.
The idea has been derived through passions of art, illustration, fashion and design and a love for creating and influencing. With these passions and talents along with
Sophie Brampton
2
strong economic drive this can create for an exciting business idea. The brand will hold strong values and beliefs that will make up the identity of the business as a whole. These values will be core to the business and will determine exactly what our market is. Community and social media will be a huge part of the business with it being solely ecommerce based so online presence will be key. Other values to the brand will include quality, reputation, helping society, online community and influencing others. The brand will help to inspire and influence creative individuals via an exciting, fun and interactive website. The RRP price of the products will be; Embroidered Socks: RRP £7.99 Embroidery Patches: RRP £3
Sophie Brampton
Blank White Cotton Socks: £3.99
3
HOSIERY INDUSTRY OVERVIEW Hosiery is an essential part of our clothing collections without us thinking about it. We wear hosiery each day of our lives yet mainly view the items as unimportant and throwaway. Research has shown that this industry is increasing year by year, with socks especially becoming more of a fashion statement. According to mynewdesk.com, the UK hosiery market is worth approx. £320m and has been forecast to reach a value of approximately $25.9 billion by 2018.
MARKET RESEARCH “The garment historically worn for warmth and protection is making a move from commodity to fashion piece, with growth over the past few years morphing it into a $5.6 billion industry as of the 12 months ending August 2014 (Sept’13 – Aug’14), according to global information company The NPD Group. The socks category outpaced the overall $206.7 billion apparel market, growing +2 percent during this time, and also experienced strong growth in 2013, +8 percent, and in 2012, +5 percent.” (Washington, P, 2014) “Socks represents the largest segment in the hosiery market both in terms of value and volume sales. Socks are graduating from a simple accessory to a more sophisticated product largely supported by continued innovations.” (mynewsdesk.com, 2013) “As important complements to the apparel industry, hosiery comprises socks, tights and pantyhose worn directly on the legs and feet. Women constitute the dominant user segment.” (mynewsdesk.com, 2013)
Sophie Brampton
4
BRAND SWOT ANALYSIS I have created a SWOT analysis for my brand to determine my USP’s and what I can improve on to become successful.
Strengths of Sassy Socks are that there are not many specialised sock brands, so the market is there and not over saturated, it will have a strong brand identity, is created with unique illustrations and artwork, the products will be of high quality and priced affordably to the target market. The brand will have a personal feel to the customer and be well communicated through branding and online presence to maintain a good brand reputation. The brand will help to enhance and strengthen the line between Art and Fashion and give illustration a contemporary feel and way to be used within fashion. It offers a new way to make a statement within fashion and express your thoughts via how you dress. It will revive socks from being a boring and lesser thought about essential garment to make them desirable and a statement piece.
Weaknesses could include that the products will be at the high end of high street prices yet not out of reach for the target market, and that they will be aimed only for the target age group of around 15- 25 years old. This age group is Generation Y and Z, so could be either in debt or just breaking into the creative industry so will have less spare money than that of Generation X and the Baby Boomers. Another weakness could include that the store will be e commerce only until profit is made to
Sophie Brampton
5
have a bricks and mortar store, so the site would not be accessible for those without Internet connections. Opportunities the brand could act upon could be to expand to other clothing after a few years being successful and after making profit, or creating new designs and new lines. There could also be new processes to create the product that could be tried, or with more knowledge the socks could be completely handmade. There is also the opportunity to have products sold in larger department stores or fashion retail stores that sell small labels. These stores could include ASOS, Urban Outfitters, Debenhams or John Lewis and from this gives the brand the opportunity to create a physical store space. Another opportunity would be to create a kidswear line to branch the products out to a larger retail market.
Threats the brand could face are that the prints may be redesigned or copied similarly by other fashion brands or high street chains so the exclusivity could be lost. Also the product produced could become mainstream so that it’s differentiation and sense of wearing to be original could become irrelevant and the product is no longer desired as intended. Other threats could include the brand’s identity or values could be taken and used by another company, or another company could have a similar brand identity yet communicate the brand better. Also prices will be competitive with other high street brands as Sassy Socks’ will be higher end of high street prices as customers will be paying more for original art, but potential customers may look elsewhere if art is of little importance to them and instead find cheaper alternatives.
Sophie Brampton
6
CONSUMER AND CUSTOMER Overview - Female, aged 16- 25, Generation Y, some disposable income. The brand consumer will be mainly women of age 16-25 who are strong believers of equality of the sexes. They are fashion conscious and keep up to date on the fashion world but may not follow select trends as they like to give fashion their own style. They are stylish, current and may be interested in contemporary fashion and art. These customers may be young creative professionals or students in a creative subject. They will be interested in unique fashion and may have unusual choices of day to day wear that may be considered quirky or strange. They will also have a passion for less traditional ways of living life or have unusual hobbies and interests.
The consumer will think our brand is fun, contemporary, stylish and unique and will help them to make their statement in life through our fashion narrative. They care for Creatives, illustration, art, fashion and will pay extra for their own unique style and the original artwork. The consumer will have a creative lifestyle and is intrigued by alternative ways of doing things. They will have an active social life and love to be centre of attention, and this will show through their style. Being very self aware and knowing exactly who they are they use this through their sense of fashion without taking themselves too seriously.
Sophie Brampton
7
PEN PORTRAIT
Sally- University Student, lives in London, age 19, little disposable income but cares about fashion and style and will spend extra to look good. Likes to show personality from the way she dresses. Loves to buy small quirky gifts for her friend’s birthdays.
Josie- Graphic Design creative, aged 21, lives in Southampton, good amount of disposable income. Loves to work at festivals and meet new people, spends her spare time hunting for unique items of clothing and quirky accessories that make her stand out. Cares for contemporary art and has strong beliefs into gender equality and feminism.
8 Sophie Brampton
COMPETITOR ANALYSIS By looking at brands with similar products, price ranges, beliefs and identity we can determine Sassy Sock’s competitors fully. This helps us to see what our consumers may already be buying, what are popular products for them and can help us to gain new customers too. From researching into companies already selling embroidery and handmade products I have determined that the brand’s main competitors are Milk Club, Lazy Oaf, Yeah Bunny, Art Babygirl, Local Heroes and various independent Etsy stores. Happy Socks are a direct competitor to Sassy Socks as they are ultimately a sock brand and specialised in the product, whereas other competitors to Sassy Socks include more fashion based and feminine brands that sell other apparel.
Sophie Brampton
9
COMPETITOR ANALYSIS
Sophie Brampton
10
SASSY SOCKS BRAND POSITIONING MAP
Sophie Brampton
11
INTELLECTUAL PROPERTY
Sassy Socks will be used as the trademark registered name for my business. From looking and researching on the Gov.UK Intellectual Property Office I have been able to see that my brand name is available and is not already a well-established or trademarked brand registered on the site. I will also need to trademark my brand logo as soon as it is finalised. I found this information from looking on the Intellectual Property Office search feature and refining my search into the main key classes my brand would be classed under. These are the classes 16, 20, 23, 24, 25 and 26.
The most relevant classes for my brand are class 23, 26 and 24. Class 23 is a group including use of yarns and threads for textile use, class 24 is textiles and textile goods, and 26 is embroidery. Classes that may be more relevant for me in the future include class 20 (cushions, picture frames, and plastic goods), 16 (cardboard, paper and stationary) and 25 (clothing, footwear and headgear).
Sophie Brampton
12
FUNDING
HOW I WILL GET THE START UP FUND OF £1000
Crowd funding will be used on different platforms such as Crowdfunder, Indiegogo, Get Funded, Crowd Cube and Kickstarter, as these are the most successful for creative businesses. A low budget video explaining the product and brand will be produced with help from peers in the creative industry and a few products will be produced and prototyped using money from savings and help from friends. On the crowd funding websites I will ask for a total of £500 start up towards the business. From family, around £100 or more from each family member will ideally be collected and put away into a savings account for only the business. By continuing in full time work whilst working on the business in spare time will allow me to save my own money towards this, which will start at £100 a month that will be added to the Business Account.
THIRD PARTY RELATIONSHIPS As at first I will not own all the equipment and software to produce the product, I will research more into suitable third party manufacturers to create my designs. Companies I have looked into to work alongside are firelabel.co.uk, thestudio.com, aspinline.co.uk and embroidered-patches.co.uk. Through email and telephone contact over time I can help to create a good relationship with the third party company. Reasons these companies would want to produce my products is that I will be ordering in large quantities so will be paying them a lot of money for this service. By creating a good relationship with them I will hopefully receive better deals or discounts to use in the ordering process in the future.
Sophie Brampton
13
BUSINESS TIME FRAME Year one overview With a minimum start up fund of around ÂŁ1000 to buy the socks in bulk, monthly payments for Adobe Cloud, and money for the third party to create embroidery patches I can begin my business idea. I have decided to involve a third party to create the patches as I feel at first this will give me a chance to learn about the machinery more, and to save up to fund for my own machine when the time is right. Businesses I have looked into to create the patches for my company are thestudio.com, aspinline.co.uk and embroidered-patches.co.uk. Quotes from each company and samples of their product will help to determine which company will be best suited to my business. I will gather samples and price quotes from each of these companies to compare. Factors that will affect the decision of the third party will include quality of the patches, colour selection, prices, delivery cost and a quick turnaround time. This may take time to decide on a company who are reliable, within my price range and have good communication with my company.
The business will be ran from home where a room will be used as a studio for the business. The first 6 months of setting up my business will be developing new illustrations, creating content for the website, blog and social media advertising. I will spend the first year working full time in employment and saving a total of ÂŁ100 a month for the business. The business will be managed in my spare time and at weekends. I will also do freelance illustration and design work in between and save this money towards the business.
Sophie Brampton
14
Month one - Branding This first month will be spent researching the creative process of embroidery, looking into price comparisons of buying socks in bulk, domain names for the website, brand identity work and creating this business plan. I will create the brand identity by creating moodboards and collating images from Pinterest, Tumblr and online to find inspiration for the direction I would like my business to go in. I will also research into what I would feel the brand’s competitors would be and their product and price range. Open separate business bank account such as a Barclays Business Current Account.
I will also research and look into the Outset Bournemouth introduction to enterprise course which is free for a 7 month course, and they will stand by and support you further into business. I will also research the Government business start-up loan that can be up to £25,000 per person. I will need to sign up to HMRC self employment registry. I will also look into Angel Investment in Dorset for upcoming businesses where wealthier people would like to put money towards if they choose to.
Month Three - Marketing and E Commerce This stage of the business will include further working into the brand as a whole and creating social media sites for the brand including a Facebook page, Twitter page, Instagram page, Tumblr blog and working on the e-commerce website. I will buy the domain name “sassysocks.co.uk” from domain site 123-reg.co.uk where this domain name is available for £6.98 for a 2 year license or £9.98 with added Domain Privacy so that your own personal details are not available to be seen by the public when the
Sophie Brampton
15
website is entered into a search engine. At this stage I will also work on creating the brand Logo, plan photoshoots for the website, work on designs for the store, and get samples of embroidery designs from the chosen third party embroidery companies. Create prototypes of final product and finalise any details or make any changes needed. Keep up to date with social media and actively post photos of production, prototypes to show potential consumers, and listen to any feedback they give. I will create my website on Shopify, where a basic monthly membership is £5.95, with all relevant information with help from peers skilled in graphic design. I will also look at what my followers are buying and keep an eye on competitor’s products and what sells. I can also concentrate on and research into final product and packaging.
At this point I will also set up a Business telephone contact line with BT Business Phone at £19.99 rental per month ex. VAT and a £115 connection charge. This is more expensive from the standard but includes faster fault fix rate, which is helpful if any problems occur that could affect business. By the end of the three months I would like to have the website live online and with a minimum of 10 designs for sale. This will include 10 illustrated designs onto separate embroidery patches to sell that I will order from third party thestudio.com where 100 3.5 inch pieces are at a cost of £150, £1.50 each design and 20 of each of the 10 designs within that 100. This is with standard shipping of 8- 12 days. I have found the kind of socks I would like to sew onto on EBay at a price of $19.99 (£13.86) for 10 pairs and a shipping cost of $16.48 (£11.43) which takes up to two weeks. These are Hanes women’s turn cuff crew socks that are lightweight yet of a medium thickness and rated good quality on the product page. I will place 3 orders for the 10 pack of socks; 30 altogether and 3
Sophie Brampton
16
products for each of the 10 designs. This will cost a total of £53.01 including delivery for the socks. This is an overall cost of £203.01. I have worked out that each individual product (embroidered socks) will cost me a total of £3.27.
I will personally sew the designs onto the socks until I can find a manufacturer to do the whole process for me within budget. I will allow 2 weeks to receive all parts of my product, and then give myself 2 weeks to have all products sewn. Each patch to sew on should take around 15 minutes per item. I will use a Photography contact to take photos of the products for the website for free or in return for a product. When all items are ready I will create final packaging for the brand and prepare the products for posting. From looking into delivery methods I have decided to use a third party company for delivery such as a Royal Mail, as they are an established and seemingly reliable company with small parcel delivery from £2.50 for 2nd class delivery which aims to deliver within two to three working days. I will begin at this method and research into setting up a Royal Mail business account after a few months when larger orders are being processed to save time and money.
I will then go on to take photos of the products in fun ways with help from photography peers from University, and work extensively on the website so that everything works correctly and there is enough information visible for now. I will aim for the photography to be colourful and exciting and will upload to social media as well. I will also photograph the socks on actual models gathered through young creatives Facebook pages. I will also set up accounts on ASOS marketplace and Etsy
Sophie Brampton
17
as these platforms are great for quirky, niche and handmade products, so I can also sell via these sites to increase sales and awareness.
Month Six At the six month mark I will have created and edited final photoshoots featuring the products and have more products on the website. The photoshoots will be styled by an assistant stylist that I will find through contacts from University and myself. The shoots will be fun, girly, and lively featuring a simplistic backdrop and nude colour clothing to give the socks and embroidery the main focus. From moodboards collated on Pinterest I will look into make up, hair and styling inspiration and again find assistance through University to collaborate. The photoshoots will be uploaded to the webpage and made into a digital lookbook available to view through a tab on the homepage. At this point 3 months worth of savings (ÂŁ300) will be spent on styling products and towards the photoshoot. I will use a photographer through the University or a peer, as this will save time and money and they would know my style better to create my vision.
I will also have added to my social media sites and began to introduce PR by contacting and sending products to several fashion and lifestyle bloggers and popular Instagram accounts who I feel would be relevant to my store, such as Lillipore, aliencreature, anouskaanastasia, charliexbarker, joannakuchta, nikkilipstick and any other people that I find relevant or that would be a consumer to the brand. These endorsements via Instagram will be vital to gaining attention to my brand as their followers that see the products may then go on to be my consumer. It is also an
Sophie Brampton
18
extremely low budget and simple way to gain attention given that the person does not need to be paid for an individual Instagram post. When the account holder advertising the product shows the image through their page, a code will be given to them for a 10% discount for the followers to use on the Sassy Socks website.
Month Nine By month nine I should have saved around £600+, which gives me the opportunity to buy my own embroidery machine such as the BERNINA Chicago 7 at $699 (£474) if the third party is not working alongside the business well. I would also buy embroidery software such as BERNINA Embroidery Software 7, which helps to set the designs as an embroidery piece rather than just a flat image. I would also need to buy equipment such as thread, fabrics and art supplies. Research into prices and availability for Embroidery CAD classes at The London Embroidery Studio to gain more knowledge into embroidery.
At this point I would quit my full time job to focus on the business. I would also look for a studio to rent out to work from. Begin to pay myself minimum wage for over 21 year olds of £6.70 an hour.
I will also begin to create a zine using my lookbook imagery and the illustration’s and designs I will have created for the embroidery patches. I will also create imagery, illustration, photography and articles for the zine. This zine would be online featured on the website and also printed and given alongside any orders I receive from this point as a thank you for buying from Sassy Socks. At this nine-month mark I will also
Sophie Brampton
19
contact larger retailers and British stockists such as Debenhams, John Lewis, House of Fraser and ASOS to find information on how to sell through them and if they would be interested in selling my product.
Year twoFrom year two I can then begin to create new designs to replace any products that are not selling as well, and also think about including new materials or design features. This could include socks made from mesh, silk, 100% organic cotton, or wool. There may also be easier, less time consuming, or money saving ways to process the product. With the correct money saved I could also think about buying my own knitting machine to knit the socks myself so eventually the business would be 100% handmade. The aim for by the end of the second year is to have a more extensive range of designs, more contemporary ways of creating the design if possible, and to become as handmade as is possible for the business to become. I will also think about hiring a friend or employee to help with the production and business and will draw up a contract including payment timing, terms and conditions of the business. I also have the aim of 20k following on Instagram, 10,000 likes on Facebook and 8000 on Twitter by the 24 month mark.
Given that the two year aims are met, I can also begin to think about creating and selling a more extensive range of products such as hats, scarves, sweaters, t shirts, pin badges and quirky jewellery all including the hand drawn illustration. This change of product may also be cause for a brand name change as Sassy Socks may only be suitable for socks, but this could be argued as ‘Sassy Socks’ could be seen as a pun
Sophie Brampton
20
for a nickname. At the end of two years I hope to have a larger studio workspace and a few employees. I will also look at hiring PR or signing up to marketing agencies for more brand awareness on a larger scale.
Year fourAfter 4 years up and running I hope to have a well-established brand identity and substantial brand awareness. This will have been made possible by a large social media following and successful marketing. I will research into lifestyle brands and work at challenging my brand’s identity and forming it into a lifestyle brand. We will begin to design and prototype new products for new ranges in homeware, lifestyle or sports. Homeware products the brand could produce include cushions, coasters, cups, mugs, duvet sets and lampshade covers. At this point I would look at physical bricks and mortar stores in London and research into prices and fees for renting a shop. By the end of year 4 I hope to have a physical store on a London high street such as Carnaby Street where there are other niche product stores. I will also begin to sell mens and kidswear products.
Year tenAfter ten years I hope to have a well-established lifestyle brand. I will arrange collaborations with designers and artists and will be selling product through a few British retailers such as Libertys, John Lewis, Beales and ASOS.
Sophie Brampton
21
MARKETING MIX- 7 P’S USP- Sassy Socks USP is that the embroidery is made from hand drawn illustrated designs, is a fashionable alternative to normal socks, and are customisable. Place- E-commerce Price- Embroidery patches sold at £3.50, blank socks at £3.50 and embroidered socks sold at RRP £7.99 Promotion- Internet and online marketing, social media marketing, sales promotion (10% off through bloggers), advertising People- Keeping email contact up to date and communication through social media and marketing will help to keep the consumer happy, as community is an important value to the brand. Process- Regulate any problems customers have and correct any errors during production. Physical environment- Keeping the studio clean and having a good, working atmosphere will help to keep the customer and all staff happy with the business. The studio will reflect the brand identity and be quirky, creatively challenging and vibrant. Also making sure branding is consistent throughout with the same font used and same logo is important for the atmosphere.
Sophie Brampton
22
MARKETING ANALYSIS Marketing strategies such as direct marketing would not be as successful with my target market as young creatives may not yet live alone, they spend most of their time online, or may not appreciate physical marketing techniques as they will have an active social life. With the consumer being young, innovative and with an active social life, this means they will use social media and online platforms to keep up to date with their colleagues and peers lifestyles fully. This gives Sassy Socks an opportunity for free advertising and marketing by creating profiles on social media such as Facebook, Twitter and Instagram. The website will be linked on each platform in the ‘bio’ part of each social media page. These social media pages will be regularly updated and actively post photos, GIF’s, videos and any happenings from Sassy Socks.
To gain followers, looking at the brand’s competitors and brands with a similar aesthetic or brand identity and following their followers is a good way of engaging new customers and consumers. This will include following brands such as Milk Club, Lazy Oafs, Dollskill, Happy Socks, Local Heroes and any other of the brands main competitors. The page will include updates and photos of the brand’s products, interesting visuals and aesthetically aligned photography and imagery created by the brand or collated from the brands public Pinterest board that will be advertised via a page on the website. There will be product photography and visuals on the brand’s Instagram page along with GIF’s, moving image and film clips of how the product is made (see Month Six of Business Year Plan). By making these pages as interesting
Sophie Brampton
23
and giving as much information as possible without overloading the reader and scaring them off, this will hopefully help to give brand awareness and gain new followers via likes and shares and tagging their friends, and hopefully overall gain new consumers. On the Instagram bio there will also be a link to ‘liketobuy’, a new app feature that lets you shop by clicking onto the image from the Instagram page and directs you straight to the product on our website, making this a more exciting and interactive way to buy. There will also be a hashtag of #SASSYSOCKS on Instagram and Twitter so that by searching this hashtag you can see consumer imagery so that we are able to repost this onto our brand pages.
Sophie Brampton
24
PR OPPORTUNITIES
Another way the brand can gain new consumers is from PR, and sending the products out to relevant bloggers, celebrities and social media famed people who suit the brand’s identity and would be considered a consumer of the brand. The products can also be sent to fashion and art based magazines such as NylonMag, Dazed, Bullett Magazine, Bricks Magazine and Plastik Magazine, and photographers to use in styling as long as the brand is credited to give the opportunity to be featured in editorial or fashion photography to gain recognition. The brand will also contact blogs, online platforms, other e -commerce sites, competitors and magazines to give the chance of getting an interview on the brand, or to have an article featured on their website or online platform. Threats can be common for this kind of marketing as it does not guarantee the crediting of the brand, so this is a risk Sassy Socks has to face. The brand will make the most of free and low budget advertising until desired profit is made, which will then create opportunities to work alongside PR companies, marketing agents and to have physical and TV advertisements.
Sophie Brampton
25
Sassy Socks Financial Projections Year One
Sophie Brampton
26
APPENDICES
Figure 1 Brand identity and product moodboard created using images from www.pinterest.com
Sophie Brampton
27
Figure 2. Twitter Logo www.twitter.com
Figure 3 Instagram Logo www.instagram.com
Figure 4 Facebook Logo www.facebook.com
Figure 5 Tumblr Logo www.tumblr.com
Figure 6 Pinterest Logo www.pinterest.com
Sophie Brampton
28
Figure 7 Brand Identity moodboard using inspiration photography from www.pinterest.com
Sophie Brampton
29
Figure 8 Pen Portrait of Sassy Socks’ consumer. Image from www.POLYVORE.COM
Sophie Brampton
30
Figure 9 Pen Portrait Consumer image. From www.lazyoaf.com
Sophie Brampton
31
Figure 10 Logos of competitor brands. UNIF logo- https://www.unifclothing.com/ Lazy Oaf Logo- www.lazyoaf.com LocalHeroes Logo- www.localheroesstore.com Fleek Accident Logo- http://fleekaccident.bigcartel.com/ Happy Socks Logo- https://www.happysocks.com/uk/ ASOS Logo- www.asos.com Yeah Bunny Logo- www.yeah-bunny.com Art Baby Girl Logo- http://shop.thehyv.net/collections/art-baby-girl Milk Club Logo- http://milkclub.storenvy.com/
Sophie Brampton
32
Figure 11 Sassy Socks brand Instagram account. www.instagram.com/sassy__socks
Sophie Brampton
33
BIBLIOGRAPHY WEBSITES
Barclays, (2015) Barclays Business Account Available: http://www.barclays.co.uk/Businessbankaccount/Businessbankaccounts/P12425585 28765 Last accessed: 02/01/2016
Ebay, (2015) Ebay. 10 Pair Hanes Women's Turn Cuff Crew Socks, http://www.ebay.co.uk/itm/10-PairHanes-Womens-Turn-Cuff-Crew-Socks-Shoe-5-9-NWT-Polyester-White-Wicks/201489254701?hash=item2ee9b2092d:g:~EcAAOSwgjhVI~H2 Last accessed: 13/01/2016
Happy Socks, (2008) Happy Socks Available: www.happysocks.com/uk Last accessed: 03/01/2016
Lazy Oaf (2001) Lazy Oaf Available: www.lazyoaf.com Last accessed: 12/01/2016
Sophie Brampton
34
Local Heroes (2014) Local Heroes Store Available: www.localheroesstore.com Last accessed: 04/01/2016
Milk Club (2015) Milk Club Store Available: www.milkclubstore.shopenvy.com Last accessed: 03/01/2016
Mynewdesk.com (2014) “Hosiery industry to reach a value of $25.9 billion by 2018” Available: http://www.mynewsdesk.com/uk/pressreleases/hosiery-industry-toreach-a-value-of-25-9-billion-by-2018-927995 Last accessed: 14/01/2016
Nesta, (2015) Creative Business Plan Available: http://www.nesta.org.uk/sites/default/files/cet_books_1-4.pdf Last accessed: 14/01/2016
Pinterest (2015). Pinterest Available: www.pinterest.com Last Accessed: 03/01/2016
Painter, graham. “5 ‘Must Know’ Facts About The State Of The Fashion ECommerce.” 12 Dec. 2014, http://www.creamuk.com/research/5-must-know-factsabout-the-state-of-fashion-ecommerce/
Sophie Brampton
35
Last Accessed: 11/01/2016 Royal Mail (2015) Royal Mail Pricing Available: http://www.royalmail.com/current-postage-prices Last accessed: 02/01/2016
Tumblr. (2015) Tumblr. Available: www.tumblr.com Last Accessed: 05/01/2015
Yeah Bunny (2016) Yeah-Bunny Store Available: www.yeah-bunny.com Last accessed: 22/12/2015
BOOKS
Posner, H (2011) Marketing Fashion Laurence King
Sophie Brampton
36