LOOK fashion magazine

LOOK

ISSUE 1 fashion magazine

NOV.2017

A PEEK AT THE CONTENTS

GUCCI VS TOPSHOP 1-3 CELEB GET THE LOOK 48

WHAT THIS ISSUE INCLUDES this

issue

get

the

well

as

week the

celebrity

the

ss18

how

how look

london

pink

magazine

different and

includes

types gucci

communicate

of

as

fashion

trend

also

to

look.

explores retailers

and

topshop

with

audiences

BY LAUREN SHIVMANGAL

their

£3.99

CONTENTS 1 - editors letter 2-4 topshop vs gucci

23-25 shopping location reviews

5-10 celebrity get the looksÂ

26-28 my future fashion predictions

11-12 LFW get the look

29 glossary

13 - editorial page amber after dark 14-15 red trend board 17-18 different types of retailers 20-22 fashion news of the day

30-31 day in the life of...

EDITORS LETTER hello readers, welcome to the first issue of LOOK magazine. this magazine will inform you of the latest fashion news, and most popular trend of the year. as well as that the magazine includes a detailed article comparing topshop and Gucci's communicating strategies, and reviews on Londons favourite shopping destinations. From this magazine you will learn how to get the look of celebrities including Hailey Baldwin and Shay Mitchell, also, learn to get the London fashion week ss18 look, as this magazine explores the "pink trend" . Not up to date on differenT types of retailers? learn more about different retailers in an exclusive article in LOOK magazine. hope youre looking forward to all this to come and much more... enjoy! page 1

TOPSHOP VS GUCCI SOCIAL MEDIA SOCAIL MEDIA BOTH BRANDS USE DIGITAL PLATFORMS TO COMMUNICATE WITH THEIR CUSTOMERS. TOPSHOP REACHES OUT TO THEIR 9 MILLION INSTAGRAM FOLLOWERS BY REPOSTING PHOTOS OF POPULAR BLOGGERS IN THEIR GARMENTS, POSTING AESTHETIC PHOTOS OF THEIR ITEMS ALONE AND UPLOADING PHOTOS OF CELEBRITIES THAT THEY HAVE COLLABORATED WITH SUCH AS BEYONCE AND KENDALL JENNER. WITH DOUBLE THE NUMBER OF FOLLOWERS AS TOPSHOP, GUCCI TAKES A SIMILAR APPROCAH TO ADVERSTING ON THEIR INSTAGRAM PAGE. GUCCI OFETN POST PICTURES OF CELBRITES WEARING THEIR GARMENTS, SUCH AS HARRY STYLES AND CHANCE THE RAPPER TO COMMUNICATE WITH THEIR AUDIENCE. HOWEVER, UNLIKE TOPSHOP, GUCCI OFTEN POST PHOTOS OF MODELS ON PHOTO SHOOTS FOR GUCCI CAMPAIGNS ON THEIR INSTAGRAM TO ADVERTISE THEIR PRODUCT RANGES. IN MARCH, GUCCI POSTED “MEMES” ON THEIR SOCIAL MEDIA PLATFROMS, USING THE HASHTAG TFWGUCCI – THE FEELING WHEN GUCCI. “MEMES” ARE EXTREMLY POPULAR WITH GENERATION Z AND THIS SHOWS THAT GUCCI ARE

#TOPSHOPVSG UCCI

TRYING TO COMMUNICATE WITH A YOUNGER AUIDENCE TO STAY CURRENT AND UP TO DATE WITH YOUNG TRENDS AS WELL AS CREATING AWARNESS IN YOUNF PEOPLE WHO MAY NOT BE FAMILIAR WITH THE BRAND, AS THE BRAND’S STEROTYPIVAL AUDIENCE ARE SLIGHTLY OLDER THAN WHO THEY ARE TRYING TO COMMUNITATE WITH USING THESE “MEMES” AND HASHTAGS.

WEBSITES WEBSITES BOTH BRANDS HAVE AN ONLINE WEBSITE, WHERE THEY AIM TO COMMUNICATE WITH CUSTOMERS. TOPSHOPS WEBSITE HAS AN EXCLUSIVE SECTION WHERE CUSTOMERS CAN UPLOAD REAL PHOTOS OF THEM WERAING THE ITEMS AND GIVE HONEST REVIEWS TO OTHER CUSTOMERS. GUCCI DOES NOT HAVE THIS; HOWEVER, THEY DO HAVE THEIR OWN SECTION ON THEIR WEBSITE CALLED “STORIES” WHERE RECENT STORIES ABOUT THE BRAND ARE POSTED, FOR CUSTOMERS TO READ AND GET AS MUCH INFORMATION ABOUT THE BRAND AS POSSBLE. BOTH BRANDS HAVE AN EMAIL NEWSLETTER THAT CUSTOMERS CAN SIGN UP FOR TO BE INFORMED ABOUT OFFERS AND NEW PRODUCTS. HOWEVER, UNLIKE GUCCI, TOPSHOP HAVE THEIR OW BLOG FOR CUSTOMERS TO READ. THIS BLOG INCLUDES LOOK BOOKS FOR THE NEW SEASON AND INFORMATION ABOUT NEW PRODUCTS.

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YOUTUBE YOUTUBE BOTH BRANDS HAVE A YOUTUBE CHANNEL. GUCCI HAS 141K SUBSCRIBERS AND TOPSHOP HAS 72K SUBSCRIBERS. YOUTUBE IS A WAY IN WHICH BOTH BRANDS COMMUNICATE WITH THEIR AUDIENCE, FROM POSTING VIDOES PROMOTING THE BRAND AND PRODUCT TO COLLABERATING WITH FAMOUS BLOGGERS/YOUTUBERS TOPSHOP ARE MORE LIKELY TO SPONSER A FAMOUS YOUUTBE INFLUENECR BY ASKING THEM TO CREATE VIDEOS SUCH AS LOOKBOOKS OR HAULS INCLUDING THEIR GARMENTS. THIS IS A WAY FOR TOPSHOP TO COMMUNICATE WITH A YOUNGER GENERATION WHO ARE MORE LIKELY TAKE IDEAS FROM SOCIAL MEDIA IDOLS AND PURCHASE THE SAME GAREMNTS WHICH HAVE BEEN SHOWN IN THE VIDEOS

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EXCLUSIVE RANGES & COLABERATIONS OVER THE YEARS, TOPSHOP HAVE BECOME KNOWN FOR THEIR COLLABERTAIONS, SUCH AS IVY PARK WITH BEYONCE AND KATE MOSS X TOPSHOP. THE MOST RECENT COLABERATION BEING WITH DESGINER MARGUES ALMEDIA. THESE COLLABERATIONS ARE A SUCESSFUL WAY FOR TOPSHOP TO COMMUNICATE WITH THEIR AUDIENCE AS THE RANGES ARE EXCLUSIVE TO TOPSHOP, AND THE HYPE OF THE CELEBRITY NAME DRAWS THE CUSTOMER IN. GUCCI OFTEN DO EXCLUSIVE RANGES SUCH AS THE UNSKILLED WORKER RANGE. THESE RANGES CREATE INTEREST IN THE CUSTOMER BECAUSE THE ITEMS CANNOT BE FOUND ANYWHERE ELSE AND MAY ONLY BE AVAILABLE FOR A LIMITED TIME

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LOGOS AND POSTERS BOTH BRANDS HAVE ICONIC LOGOS THAT ENSURE THAT THE CUSTOMER INSTANTLY KNOW WHAT BRAND IS BEING ADVERTISED. THIS IS ANOTHER WAY THAT THE BRANDS COMMUNICATE WITH THEIR AUDIENCE. TOPSHOP IN PARTICUALR ARE ESPECAILLY KNOWN FOR HAVING NUMEROUS POSTERS EVERYWERE. GUCCI IS ALSO KNOWN BY THEIR ICONIC AND TIMELESS LOGO. FOR GUCCI, THEIR LOGO IS A WAY OF COMMUNICATING WITH THEIR AUDIENCE ASCUSTOMERS ARE OFTEN PAYING FOR THE BRAND NAME AND WANT THE LOGO TO BE DISPLAYED ON THE GARMENT.

FINAL COMPARISON FINAL COMPARISON FROM MY RESEARCH, I HAVE CONCLUDED THAT BOTH BRANDS HAVE A SIMULAR

WHO IS BETTER?

METHOD OF COMMUNIATING WITH THEIR AUIDENCE. BOTH BRANDS USE SOFISTICATED TECHNIQUES OF COMMUNICATION WHILE STILL REMANING YOUNG AND CURRENT. I THINK THAT TOPSHOP COMMUNICATE WITH A SLIGHTY YOUNGER AUIDNECE BECAUSE OF THIEIR USE OF COLLABERTAIONS WITH YOUNG FASHION INFLUENCERS ON YOUTUBE, HOWEVER THEY TAKE IDEAS FROM HIGHER END BRANDS THAT YOUNGER PEOLE CANNOT AFFORD TO COME ACROSS AS RESPECTABLE, THIS MAKES A YOUNGER AUDIENCE BELIEVE THAT TOPSHOP IS AN ALTERNITIVE TO HIGH END, UNAFFORDBLE BRANDS. I BELIEVE THAT GUCCIS TAGET AUDIENCE FOR A LONG TIME HAS BEEN AN SLIGHTY OLDER GENERATION, BECAUSE OF THEIR HIGH PRICES AND WELL-RESPECTED BRAND NAME. HIWEVER LATKY I THINK THEY HAVE BEEN REACJING OUT TO A YOUNGER AUDUENCE THROUGH THEIR SOCAIL MEDIA PLATFROMS, WITH THEIR POSTS ON INSTAGRAM OF YOUNG ARTISTS LIKE CHANCE THE RAPPER, AND THEIR USE OF MEMES AND HASHTAGES. TO CONCLUDE I BELIEVE THAT BOTH BRANDS ARE SUCCESSFUL IN THEIR WAYS OF COMMUNICATING TO CONSUMERS. TO IMPROVE, TOPSHOP COULD LOOK AT THEIR COMPETITORS TECHNIQUES AS THEY HAVE SO MANY HIGH STREET COMPETIORS.

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CELEBRITY GET THE LOOK Maggie Lindemann

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MAGGIE LINDEMANN'S LOOK details

ALEXA CHUNG £270 high rise, wide leg corduroy trousers

TOPSHOP £22 velvet flare trousers

TOPSHOP £34 extreme sleve knit jumper

RIVER ISLAND £28 black chain trim baker boy hat

STEVE MADDEN £99 womens Laurie platfrom lace up booties

PRETTYLITTLETHING.COM white extreme cleated heels

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CELEBRITY GET THE LOOK Shay Michell

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page 7

SHAY MICHELL'S LOOK details

MIU MIU £2660 embellished feather jacket

PRETTYLITTLETHING.COM £18 satin cowl back black came top

GIVENCHY £580 stripped lace trim vest

NOBODY £210 demin Frankie jeans

PRETTYLITTLETHING.COM £30 high waist ring hem mom jeans

DR. MARTENS £105 women classic boots

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CELEBRITY GET THE LOOK Hailey baldwin

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HAILEY BALDWIN'S LOOK detail

TYLER LAMBERT£38 distressed denim jacket

WITHCHIC.COM£18 raw hem denim shorts

NSF INTERMIXONLNE.COM £115 short sleeved cropped t shirt

AMAZON £7.64 sparkle rhinestone tights

NOBODY £140 denim boho shorts

CONVERSE X PLAY CHUCK TAYLOR women chuck Taylor high top converse

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LFW GUCCI GET THE LOOK pink trend

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LONDON FASHION WEEK 2017 SS18 LOOK details

TOPSHOP £49 double breasted suit jacket

GUCCI £715 marmot velvet belt bag

REBELLE.COM £53 aviator sunglasses

TOPSHOP £30 suit cigarette trousers

ACNE STUDIOS £250 cotton poplin shirt

GUCCI £520 black Princetown slippers

MACYS.COM £25 Lolita solid skinny tie

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motel rocks - amber after dark LOVE ISLAND 2017 WINNER AMBER DAVIES HAS RECENTLY LAUNCHED A AMBERDAVIES CLOTHING RANGE “AMBER AFTER DARK” WITH ONLINE RETAILER MOTEL ROCKS. THIS COLLECTION INCLUDES MANY ITEMS WHICH ARE VERY SIMILAR TO GARMENTS THAT THE REALITY TV STAR WORE DURING HER TIME IN THE LOVE ISLAND VILLA. THIS AUTOMATICALLY MADE THE RANGE VERY POPULAR WITH THE TARGET AUDIENCE OF YOUNG WOMEN BETWEEN THE AGES OF 18-25.

THE COLLECTION OF CLOTHES IS VERY SEXY PARTY-WEAR, WHICH PORTRAYS HER PERSONALITY AND IMAGE AS A POPULAR INFLUENCER WHICH ATTRACTED HER FANS ATTENTION. SHE USES HER POPULAR INSTAGRAM PAGE WITH 1.6 MILLION FOLLOWERS AS A PLATFORM TO ADVERTISE HER CLOTHING LINE WITH MOTEL ROCKS AS WELL AS FOR HER PERSONAL USE AND TO INTERACT WITH FANS. THIS IS THE MAIN WAY FOR AMBER TO COMMUNICATE WITH HER AUDIENCE, AND IS THE MAIN WAY CONSUMERS FOUND INFORMATION ON THE RANGE. AMBER FREQUENTLY POSTS PHOTOS OF HERSELF IN THE GARMENTS IN HER RANGE FROM PHOTO SHOOTS WITH THE HASHTAG #MOTELROCKS AND #AMBERAFTERDARK TO CREATE ATTENTION TO THE BRAND AND HER COLLECTION. AS WELL AS THAT AMBER POSTS PHOTOS OF HER IN ITEMS FROM HER COLLECTION AND OTHER ITEMS FROM MOTEL ROCKS FROM HER DAY TO DAY LIFE. I THINK THE FACT THAT THE LOVE ISLAND STAR HAS RELEASED THINGS THAT SHE GENUINELY LOVES AND WEARS IN HER EVERYDAY LIFE IS SOMETHING RARE NOWADAYS AS REALITY STARS HAVE A REPUTATION OF BEING FAME HUNGRY AND DO THINGS JUST FOR THE MONEY, THEREFORE AMBER REAL SING SOMETHING SHE LOVES WITH A BRAND SHE EVIDENTLY LOVES, AS SHE WAS SEEN WEARING MOTEL ROCKS MANY TIMES IN THE LOVE ISLAND VILLA, IS SOMETHING TO BE APPRECIATED AND CELEBRATED. IN ADDITION, I BELIEVE THAT IT IS A GREAT THING FOR AMBER TO BRING OUT THIS COLLECTION AS SHE IS REPLYING TO HIGH DEMAND, THE YOUNG UP AND COMING CELEB IS OFTEN HARASSED WITH COMMENTS ON HER SOCIAL MEDIA ABOUT HER STYLE AND WHERE TO FIND THE GARMENTS SHE’S WEARING. THEREFORE BY CREATING THIS LINE WITH A RETAILER WHICH IS LOVED BY HER TARGET AUDIENCE IS A WAY OF MEETING THE HIGH DEMAND AND PRESSURE SHE FACES ON SOCIAL MEDIA AND HELPING OUT HER FANS BY GIVING THEM AN OPPORTUNITY TO BUY THESE ITEMS EASILY AND AT AN AFFORDABLE PRICE.

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D I F F E Rdifferent ENT TYP E S OofF retailers RETAILE types . RS

MULTIPLE REATILER DEFINITION- OPERATING A RETAIL BUSINESS IN WHICH YOU OFFER PRODUCTS TO MULTIPLE CHANELS. KEY CHARACTERISTICS- ELIMINATE THE MIDDLEMAN AND CONNECT DIRECTLY WITH CUSTOMERS. THERE ARE CENTRALISED PURCHASES THAT ARE OPERATED FROM THE BRAND OR COMPANYS HEAD OFFICE, THIS IS TO GENERATE A QUICK TURNOVER. EXAMPLES- BRICK AND MORTAR STORES, CATALOG AND THE INTERNET UXURY RETAILER DEFINITION- A LUXURY RETAILER HOLDS GOODS WHERE IN THETERMS OF ECONOMICS WHEN INCOME RISES THE DEMAND FOR THOSE GOODS INCREASE AS WELL KEY CHARACTERISTICS- HIGH PRICES, EXCLUSIVE, MATERIALS USED WITHIN THE STORE AT A HIGHER QUALITY AND POSSIBLE RARITY. EXAMPLES- LOUIS VUITTON, SAINT LAURENT, GUCCI

POP UP SHOP DEFINTION- A POP UP SHOP IS A SHORT TERM, TEMPORARY RETAIL EVENT THAT IS “HERE TODAY GONE TOMORROW”. POP UP RETAIL OS THE TEMPORARY USE OF PHYSICAL SPACE TO CREATE A LONG TERM, LASTING IMPRESSION with potential customers. A pop-up shop allows you to communicate your brand’s promise to your customers through the use of a unique and engaging physical environment while creating an immersive shopping experience. Key Characteristics - Limited availability, limited products, seasonal. Examples - box park places+faces Kylie Jenner m+rc

DUTY FREE Definition - Merchandise on which import duty is not charged because it is sold only to departing passengers in an airport's or port's departure lounge.

Key Characteristics - The products that duty free usually have are luxury products like tobacco, alcohol, makeup, sunglasses, clothes, food. Examples - usually found in an airport

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VOL. 29

VOL. 29

INDEPENDENT Definition - An independent retailer is someone who is completely responsible for his or her own business. The retailer owns or has bought an independent store and has built the business from the ground up by assessing all needs of the store, which can include staffing, marketing, merchandizing, sales, etc. Characteristics - Privately owned, target marketing, large sales.

ONLINE RETAILER Definition - Electronic retailing is the sale of goods and services through the internet.

Electronic retailing, or e-tailing, can include businessto-business (B2B) and business-to-consumer (B2C) sales of products and services, through subscriptions to website content, or through advertising. Key Characteristics - online transactions, ecomerce, product delivery, online communications, offers etc Examples ASOS, boohoo CHARITY SHOP Definition - a shop which sells second hand goods and are sold to raise money for a specific charity Key Characteristics cheap, rare items can be found, wide variety of products

OUTLET STORE Definition - A store that sells goods at a discounted price Key Characteristics - Cheap Examples - Wembley London designer outlet

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different types of retailers .

different types of retailers .

VOL. 20

NEWS OF THE DAY latest

fashion

news

ASOS NEW "TRY BEFORE YOU BUY" SERVICE Powered by Klarna Pay Later, the tool allows Asos app users in the UK to try out items before paying for what they keep within 30 days of the order being dispatched. Customers must also return unwanted items within the same 30-day window.

To use the service, customers must be over 18 years of age and have a mobile phone number, email address and a UK residential address.

The service has already successfully been implemented in Germany, Austria, Sweden, Finland and Norway.

Nicola Thompson, global trading director at Asos, said: “We are constantly looking for new ways to improve the Asos experience for our 15.4 million customers around the world.

We know people love the option of paying later only for the things they keep.”

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NEWS OF THE DAY latest

fashion

news

REDUNDANCIES AT ARCADIA Arcadia Group is proposing to make a number of head office roles redundant in order to “streamline” and future-proof the business, D. The changes will affect 300 roles, including some that are currently vacant. This is less than 2% of the total Arcadia workforce.

The group owns Topshop/Topman, Miss Selfridge, Dorothy Perkins, Burton, Evans, Wallis and Outfit.

A spokesman for the business said: “The fashion retail landscape is continuously changing. In order to prepare for the future we have completed a thorough external business review over the last several months.

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“As a result we are proposing, subject to consultation, to make a number of changes to roles across the group. These changes, which represent less than 2% of total headcount, will streamline business support services, reduce duplication and increase efficiency.

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NEWS OF THE DAY latest

fashion

news

AMAZON TO LAUNCH BLACK FRIDAY POP UP SHOP

Commerce giant Amazon will open a four-day “Home of Black Friday” pop-up store in central London to mark the start of the festive trading period.

Customers will be invited to explore the best of Amazon’s Black Friday Sale, as well as take part in themed workshops, play a range of games to win prizes and sample new products.

Entry to the pop-up, which will run from Tuesday 21 to Friday 24 November, will be free on a “first come, first served” basis.

Online Amazon’s Black Friday Sale will run for 10 days from Friday 17 November until Sunday 26 November. The retailer will run “Deals of the Day” throughout the period and there will also be “Lightning Deals” flash promotions on some products for a limited time. Prime customers will receive a 30minute early access period to all Lightning Deals.

Amazon has been investing in its UK infrastructure throughout 2017 to prepare for Black Friday, and has opened four new distribution centres in Doncaster, Warrington, Tilbury and Daventry.

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OXFORD STREET REVIEWÂ

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Oxford street is Britains favourite high street, with over 300 retailers, varying from designer outlets to high street stores to established tourist attractions such as harrods and Selfridges. its central London location means everyone can visit Oxford street through various public transport services. reviews say it is a place to visit at least once in your page 23 lifetime, other reviews call it the perfect place for serial shoppers to shop till they drop. Oxford street has a shop for everyone, and is especially magical during the Christmas season

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CAMDEN MARKET REVIEW

Camden market is the best place to find unique fashion items with over 150 market stalls in the narrow alleyways of chalk farm road/Camden Town. many stallholders sell their own handcrafted jewellery and clothing items, meaning its the best place to grab eccentric, original pieces. Camden Town has its own tube station as well as frequent London bus services running through Camden. as well as fashion, Camden is also a great place to eat with over 85 food stalls all selling exciting street food from all over the world . reviews say its the perfect place of anyone who loves food and fashion, with its expecting, no judging atmosphere.

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BRICK LANE REVIEW

brick lane is a large flea market in east end London. many stalls sell vintage fashion items and recycled fashion pieces. its quirky variety of shops give the place a relaxed, care free atmosphere. brick lane is described as the ideal place for fashion lovers who enjoy up-cycling old clothing and finding unique vintage pieces. as well as vintage fashion, brick lanes market stalls well many antiques and food including fruit and veg. many reviews say its a completely unique market like no other. page 25

future fashion predictions Due to technology, fashion has evolved more than over in the past ten years, from online shopping to virtual reality shopping. This doesn’t just apply to fashion but to retail in general. For example, John Lewis have a virtual reality headset for customers to use to be a part of their Christmas advert in their flagship store in Oxford Street.

Also, a few of Samsung’s stores have virtual reality headsets for consumers to try out. This is something I predict will evolve in the near future and become part of our normal shopping experience. I believe that VR headsets will be a way to shop, my prediction is that fashion retailers will use VR to show customers how they may look in garments without trying it on. Additionally I believe that VR will be used to show look books and catwalk shows with the garments to the consumers.

Another prediction of mine is that mirrors in changing rooms will be connected to the internet and have access to the retailer’s website and stock. For example, I imagine that this will be used when a customer is in the changing rooms of a store trying on a garment, if something doesn’t fit the customer can look at stock and order another size to be brought to their changing room by a member of staff, also I believe that this new type of mirror will suggest accessories to go with the garment they’re trying on, and they will be able to order things on the company website into the store or to their home.

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future fashion predictions Linking to that, I believe that stores technology will develop and consumers will be able to type in the name of what they’re looking for into A in store device which will direct them to the area of the store where their desired item is. I think customers will also be able to order items on this device.

As well as practical technology developing in stores, I also believe that the advanced technology will make the shopping experience more fun. Many flagship stores already have entertainment features such as photo booths, as there is much competition for brands to make customers shopping experience fun and memorable for everyone. I think making shopping more fun will be appreciated by the public. For example, mothers with young children will appreciate this as it gives their bored, agitated children something to entertain them, as well as that, it makes the experience more memorable and makes shopping an enjoyable day out for all involved. page 27

future fashion predictions As for trends, throughout fashion history trends from certain eras go around in circles. As for now, the 90s fashion is in trend. I believe that a future fashion trend will be gender neutral. Men and women’s fashion is emerging together more and more in modern fashion due to equality being more popular. Therefore I believe in future trends we will see more gender neutral clothing. or men dressing how a woman would typically dress and vis versa – I believe that will be more of a high fashion catwalk trend.

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GLOSSARY

buyer

flea market

a person employed to make

a street market selling second

purchases for a company or

hand or vintage goods

buy materials for retail companies and businesses

visual merchandiser visual merchandising is the

retail the sale of goods to public consumers for use or consumption rather than resale

practice in retail of developing floor plans and store displays to maximise sales

vintage

LFW stand for London fashion week

vintage means something from the past of high quality. something repressing the best of its kind

social media websites and apps (applications)

virtual reality

that enable people create and share content and communicate with people

a computer generated device giving you seemingly real stimulations by creating a three dimensional environment when you put on the headset

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