DESN 2375 Fashion Promotions

K-pop

figure 1

Fashion Promotions

Figure 2

Contents Introduction

p.3 - 4

- Benefir of the Collaboration

H&M x KENZO -

p.5 - 16

Brand H&M KENZO and the collaboration Product range Advertising & Promotion Celebrities

Main silhouettes - Examples

p.29 - 34

Vs. Forever 21 p.35 Marketing Communication Conclusion p.43 Images p.44 - 48 References p.49 - 51

p.36 - 42

K-POP x H&M p.17 -18 What is K-POP? p.19 In Asian Countries p.20 Customer Survey p.21 - 23 Product Range p.24 - 28 - Moodboard

Figure 3

Introduction

While the fashion industry keeps searching for a new methodology to generate changes in its progress, collaborating with the partner brands or the designers is required for refreshing the image of the brand and the product within surprising their customers. Also, it can be a collaboration with the other non-related fashion fields such as architectures, painters, or other individual influencers so that it can be more creative and differentiated from others as an extreme concept.

Benefit of the Collaboration Nowadays collaboration among the fashion industry has various aims for promoting the creation of something new, compelling, and innovative (Cope and Maloney, 2016), but moreover, collaborations are expected to be supportive for the brands to get more promotional impacts to strike new audiences and gain profits. During the process, either introduce a new design that is designed to be more attractive to the existing product line or creates a new product line altogether and chooses how it will benefit from the promotion in a short time.

Ahn, Kim, and Forney (Ahn, Kim, and Forney, 2010) verified that the fashion collaborations were recognised as one of the conditions that contribute to the perception of consumers within the co-marketing alliance, i.e., the perception and attitude towards the brand within the match-up effect to fashion collaborating activities.

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Therefore, it's not only for renewing the brand itself but considering customers' expectations; it can reach the needs of customers and, most importantly, it can make new attempts to promote the brand beyond the traditional framework.

“FOR BRANDS, COLLABORATIONS ARE AN IDEAL WAY TO SPEAK TO THE VISUAL AND CULTURAL COMPLEXITY OF THIS CONSUMER, WHILE ALSO ALLOWING DESIGNERS TO COMMUNICATE THE VARIED AND EVEN DISSONANT ASPECTS OF THEIR VISION.” (GORDON. 2017).

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Brand H&M HH&M is a high street fashion brand belongs to the H&M group alongside with H&M Home, COS, & Other Stories, Arket, and so on. H&M advances affordable price with qualified fashion products with 4,288 stores and 43 online markets all around the world (H&M. 2018). Its target customers are inclusive by aiming the mass market of the diverse spectrum of the global customers. Accordingly, in 2017, H&M has been spotlighted as one of the top global companies contributes to their innovation and creativity within encouraging diversity inside the industry (H&M. 2017). Therefore, the principal consumers are highly sensitive to trends and the brand itself is well patronized by the mass population.

Figure 4 & 5

H&M x KENZO

“WE WANTED TO REALLY TELL THE STORY OF THE BRAND AND OF US.� (LEON, 2016.

CITED BY H&M, 2016).

Figure 6

Collaboration with Kenzo was the next project of collaborating with a partnered high-level brands after the #HMBalmaination which launched in selected stores and online from November 3 (h&m, 2016-a). A collaboration with Kenzo was for the customers who were expecting the creative and unique sensual design and their core customers were comparably young as come up with the concept of Kenzo; it has been collaborated with the brands which targets cool and young customers like Vans, New Era (Sanchez. 2016). Their synergic effects came from what they predicted from their core customers would be previous royal customers along with expecting new who would like to discover the brand and enjoy customers.

Figure 7

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Figure 9

“Kenzo, as a brand, has such a rich and fascinating history, it can be hard to determine what exactly we have changed,�(Leon. 2012, cited by Alexander.

2012).

Figure 10

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Figure 11

Figure 12

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Figure 13

Figure 16

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Product Line

Their product collaboration presented their identity through 115 pieces of womenswear and menswear in total for all genders within the range of the blouses, skirts, dresses, t-shirts and other accessories, inspired by the very simple philosophy over the garments and about the authentic. Products were illustrating bold and wild prints especially their identical pattern of the tiger with loudly highlighted colours. They focused on its prints along with H&M’s first attempt to introduce “a print-heavier” (H&M. 2016-b) collection to the audiences. Therefore, the prints were detailed on their product range with their main garments.

Moreover, the figurative logo of KENZO’s tiger head and Eiffel tower were featured in the sweatshirts to keep its geographical context (H&M. 2016-b).

Product Range BOTTOMS

TOPS

Figure 15 - 17

OUTTERS

Figure 18 - 19

SKIRTS & DRESSES

Figure 22 - 23

Figure 20 - 21

ACCESSORIES

COLOURS

Figure 24 - 26

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Marketing Communications

In-store Merchandising Techniques

Figure 27

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While they were having a collaboration, there was a ‘queuing system’ (Sowray.

2016) in a store because of the large crowds and limitation on their purchasing to provide a wider chance for the customers due to their popularity. As a result, customers stayed in the store for only 10 minutes as a group with other 20 shoppers and only can buy each one piece (Sowray. 2016). Therefore, this in-store strategies made customers to be prepared before they visit the stores for the actual purchasing by clicking the web-page gallery; store environmental characteristics such as physical and emotional elements are effecting on overall shoppers’ behaviours (Shukla and Babin, 2013).

Figure 28

Advertising & Promotion 12

They impacted on their advertising Kenzo x H&M by choosing the diverse models as artists, creatives and activists from diverse fields to match-up with their collection themes: “creativity” and “diversity”. Hence, cast ambassadors were “artist and DJ Juliana Huxtable, activist Amy Sall, photographer Youngjun Koo, make-up artist Isamaya Ffrench, and musician Anna of the North all make appearances” (Berrington. 2016).

Their cast inspired the customers who eager the creativity and appealed their speciality to all range of the customer group.

Figure 30

Figure 29

Active social network ads supported this collaboration to boost their popularity such as Youtube, Twitter, Instagram and so on. Whilst the collection arrived in stores and online on 3 November, related information was released from July (Alexander. 2016) with the photography from the creative photographer Jean-Paul Goude (Bennett. 2016). Their marketing communications were also affected by the previous collaboration with the Balmain as the mass attention was continuous on their expectation. Furthermore, their lists of the invitations to VIP guests were provided to influencers like fashion bloggers or well-known celebrities for the opening so that their live reaction on SNS can recall audiences' interests.

Figure 31

Accordingly, customers’ SNS were also effective as proving their purchase and time how long they waited driven to the consumer decision process in a positive way by stimulating on others purchasing (Sukhu, Zhang and Bilgihan, 2015). This was one of the strategies which brand used for their marketing; the key advantage of the online marketing by their customers' direct reaction led customers to the final action due to the influence of the "word-of-mouth marketing" (Green.

2015).

Figure 32

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CELEBS Celebrities were having a photo shoots during the events to celebrate the collaboration between the H&M and Kenzo.

Elizabeth Olsen

Joe Jonas

Figure 35

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Figure 36

ChloĂŤ Sevigny

Figure 38

Charli XCX

Figure 37

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K-POP

This new collaboration is for only a limited area held in Asia as a capsule collection from H&M x K-pop stars which is mainly targeting the East Asian customers. The theme of the collab with ‘K-POP’ stars outlook will be represented in this capsule collaboration with the diverse product range and various marketing communications.

What is K-POP? “I THINK SEOUL, AS I MENTIONED BEFORE, IS REALLY COMING UP AS A FASHION CITY, ESPECIALLY IN ASIA. PEOPLE CAN COME HERE AND DISCOVER SOMETHING VERY DIFFERENT. (Park. 2017. Cited by Hypebeast. 2017).

Figure 39

K-pop is one of the cultures that developed the national cultural industry while contributing to the image management of Korea, started from the k-dramas and Korean music industry spread in Japan and China has increased their international popularity (Asian Entreprenur.2016), advertising and expanding their influence among international became global. For instance, at the ‘KCON 2018 Japan’ which held on 13th had over 6.8 million people visited to see and experience a so-called Korean culture, including k-pop within the full seats all, sold out (Sun. 2018).

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Correspondingly, inspired from this influence, also the fashion industry can observe the wave of the Hallyu as one of the core influence around the world as a “logical move” (Hypebeast. 2017); “I THINK SEOUL, AS I MENTIONED BEFORE, IS REALLY COMING UP AS A FASHION CITY, ESPECIALLY IN ASIA. PEOPLE CAN COME HERE AND DISCOVER SOMETHING VERY DIFFERENT. (Park. 2017. Cited by Hypebeast. 2017).

According to the survey (refer to appendix 1), over half of the respondents agreed about the influence of the k-pop in a high portion. Among those overwhelming k-pop stars, Twice has been illustrated as a most influential group which inspiring other countries. Twice is an idol group from one of the biggest entertainment company called JYP from Korea with 9 diverse global members: Momo, Sana, Mina, Jihyo, Dahyun, Chaeyoung, and Tzuyu. They are called as “one of the industries’ most promising” group and as a “super k-pop rookies” (Herman. 2016). Their young and trend-led styling will improve the brand image as one of the trend reliable brand within providing a new geographical impact.

K-POP

Figure 40

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Collaboration with Cellbs

X Celebritiy

Figure 41

Figure 42

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The origins of celebrities in fashion has already started from the early 19th century by casting the ‘influential individuals’ for the advertising (Cope and Maloney, 2016-a), and nowadays it became common in working with them within the multitude methods. Celebrities are usually hired in two ways: non-paid or paid. However, when they are hired for the paid for being a model to mass audiences, they are typically expected to “increase awareness, trust and familiarity, which are important variables in the purchase decision-making process” as part of the brand (Sokolovska. 2016). In addition, when it comes to the personalities’ endorsement, consumers gave more reaction to the recall of products notwithstanding of whether they are actual fans or not (Sokolovska. 2016).

Whilst there is the responsibility to bare of receiving a negative public reputation due to some of their disrespectful behaviours, its marketing can create a connection for building a relationship between the brand and the customers (Boonpradub and Thechatakerng.

2015).

Target Consumers

In Asian countries

Figure 43

Among the diverse range of the fans, Millennials, especially in Asian countries are the main target customers along with the increased tourists to South Korea from the foreigners who are affected by the k-pop (Tai. 2017; Yap. 2011). Even though the Western countries has mostly from their music as can be seen on the Billboard charts (Lipshutz. 2017), still Korean culture is more familiar with the near Asian countries.Therefore, as Millennials who are the “big spenders� (Farrington. 2018) with the multiplying impact of the Korean wave around the world, the industrial target will make an attempt from the Asian countries typically based on South Korea, Hong Kong, Singapore, and China. As can be seen in the appendix 1, respondents were weighted towards age around 20, and the ratio was 9 to 1 of female to male. Along with their general age and the era, they can be described with three words: digital natives, civic-oriented, and authentic (luckyattitude.2018); they have a strong communal sense so that they share the similar sense of needs and respect and accept their individual values.

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Appendix 1. customer survey

This sruvey is proceeded for two weeks from 14th, March to 28th, March in the university of Leeds among the students 18 to over 50 year-old to pitch a collaboration to H&M. This will provide the initial understanding their customers via making them to partipate on the business “ to become emotionally connected�

(Lebed. 2013).

Customer Survey 2018. 03.14 ~ 2018. 03.28 / in total 23 respondents

GENDER Non binary (4.35%)

AGE Male (13.04%)

under 18 (4.35%)

Female (82.61%)

RACE

25 - 34 (13.04%)

18 - 24 (82.61%)

FIRST REACTION TO K-POP

South Korean (7) Neutural (13.04)%

Japanese (2)

Very positive (34.78%)

Chinese (5)

Somewhat positive (52.17%)

* Zimbabwe/ African / British Malesian / Singaporean(4)

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INFLUENCE OF K-POP

INFLUENCE ON YOUR FASHION STYLE Strongly agree (26.09%)

Very high (56.52%)

Agree (30.43%)

High (30.43%)

Neither agree nor disagree (17.39%)

Neither high nor low (8.70%)

Disagree (17.39%) Low (4.35%) Strongly disagree (8.70%)

FAVORITE K-POP STAR

PRODUCT PURCHASING AVAILABLILTY Extremely likely (21.74%)

BTS (21.74%)

Very likely (30.43%)

Twice (17.39%)

Somewhat likely (21.74%)

Girls Generation (13.04%)

Not so likely (21.74%)

* others (Got7/ Red Velvet /WINNER / etc. ) - 47.53%

Not at all likely (4.35%)

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LIKABLE OF THIS NEW COLLABORATION - Very new and really exciting!! 3/25/2018 6:53 PM - Kpop idols are always following the latest trends so if you buy a collaboration you also feel on-trend 3/19/2018 12:11 AM - Give energetic song and power to people 3/18/2018 3:24AM - Songs and dance 3/17/2018 3:51 PM - exicting 3/17/2018 2:53 PM - Can wear just like them & fresh movement 3/14/2018 10:09 PM - Fashionable and identical 3/14/2018 8:48 PM - Fashionable and very trendy 3/14/2018 7:47 PM - Making more fans 3/14/2018 5:52 PM - Wll it’ll be positive influence to 30’s korean people. They have high interest in fashion and also celebrities. Especially to 30’s. H&M will provide reasonable price. 3/14/2018 1:58 PM - Creative and genderless. 3/14/2018 10:31 AM - song 3/14/2018 1:13AM - eco bag 3/14/2018 1:08 AM - H&M clothing is very cheap. If my favourite kpop star was to wear it and was accessible to me, I believe that it would allow H&M to not only make a lot of profit in Asia, it would also increase its maket share. 3/14/2018 12:36 AM - very fashionable and trendy 3/14/2018 12:17 AM

Figure 44

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Product Range

Most of the entertainers on the media are ‘trend-led’ and ‘design-led’ introducers within the support from their agency and sponsored brands to attract mass audiences; they are the first who wears new products and act to promote them. As the range plan is an overview of collection, the initial purpose of the plan will be based on the recent trend and the customers’ profile.

Product range

During the dynamic changes among the era, A/W 18/19 are looking forward to showcasing a “Back to School” look to the fashion industry with geek chic and nerdy look (WGSN Video. 2017). Also, consumers are now preferring to be a “Gender-Neutral” (Lawson.2017) so that they are more self-explanatory without being trapped in a stereotype bound. For considering the trend and people, the active and lively costumes along with the celebrities’ image and minimal and feminine lines of the products will be presented at the same time.

Figure 45

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Figure 46

Moodboard

PANTONE 728C

Figure 47

PANTONE 7622C

PANTONE 179C

Figure 48

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PANTONE 5265C

PANTONE 215C

PANTONE 5255C

Figure 49

PANTONE 699C

PANTONE 5005C

Figure 50

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Figure 51

SIMPLE STRYPES

STATEMENT CHECK & FEMINENE CHECK & SARTORIAL CHECK

With their identical colour - pink and 2018 pantone colour shade of violets and refer to the suggested WGSN colours - “Cosmetic Hues” and “red” in all shades (WGSN. 2018) will be presented on the collection with basic black and white to show the mix and match styles.

The fabric selection will put a high-premium on the brand in similar products.

In addition, there will be the considerable pattern and print textiles what fashion industry is bringing the spotlight.

Figure 52

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Main silhouettes

Top

bustier

crop-top

Figure 53

over-sized shirts

Figure 54

Figure 55

Figure 56 - 57

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Pants

taperered trousers

Figure 58

wide overroll pants

Figure 59

Figure 60

Figure 61 - 62

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Outter

dumbp jumper

Figure 64

Figure 63

over-sized trench coat

Figure 65

Figure 66

Figure 68 - 69

Figure 67

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Skirt / Onepiece

open skirts

Figure 70 Figure 71

culottes

Figure 72 Figure 74

Figure 75 Figure 73

short overroll skirt

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EXAMPLES over-sized shirts

bustier

Cotton 60%; Polyester 40% Acrylic 60%; Cotton 40%

culottes

bomber jacket

Polyester 90%; Elastane 10%

Polyester 100% 33

wide overroll pants

tapered trousers

Cotton 61%; Polyester 36%; Elastane 3%

Denim 60 %; Cotton 40%

Others

Etc.

Colour palettes + a

over-sized trench coat (Wool 83%; Polyester 17%) short overroll skirt (Cotton 99%; Elastane 1%) open skirts (Polyester 72%; Viscose 21%; elastane 7%)

PANTONE 699C

PANTONE 7622C

PANTONE 728C

Size 4 - 18 Black & White

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PANTONE 5265C

PANTONE 215C

PANTONE 5255C

Vs. Forever 21 H&M Product (Womenswear) Bustier

Totall 10

Highest Price / Lowest Price

Forever21 Totall

Highest Price / Lowest Price

£17.99 ~ £29.99 762

£2.00~ £72.00

Crop - top

82

£3.99 ~ £.69.99

Bomber jacket

10

£14.99 ~ £34.99

106

£10.00~ £36.00

Shirts & Blouse

569

£8.99 ~ £79.99

250

£10.00~ £52.00

Skirts

208

£3.99 ~ £79.99

311

£4.00~ £54.00

Overall skirts

8

£24.99

44

£13.00~ £44.00

Tapered trousers

79

£14.99 ~ £79.99

16

£9.00~ £40.00

Ovarll pants

25

£12.99 ~ £39.99

6

£18.00~ £52.00

Trench coats

30

£24.99 ~ £199.99

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£11.00~ £87.00

Figure 76

Promotional Strategies

Celebrity in ads can be described as providing an experience to the customers of identification; consumers can be affected based on the attractiveness and reliability of celebrities regardless of their individual interests and behaviours.

(Basil, 1996). To approach their information, the initial advertising will be operated from the H&M and their agency (JYP) which can “generating awareness and supporting the selling effort.” (fire alarm marketing. 2010). What they focus on is on their core service and the products which is for establishing the effective advertising plan by promoting the collaboration to the audience.

Marketing Communication Millennials are digital natives that make brands to focus on advertising via social networking. Especially social networking system such as Facebook, Instagram promotion within multiple platforms will be effective in the higher inflow of the audiences; they are a 'multitasker' so that extended promotions within diverse channels will invest their inflow (Ehlers. 2017). Also, according to the changes of millennials’ viewing pattern as they showed the lower percentage of skipping the TV commercials and free video ads (Ehlers. 2017), using the video program like Youtube will be effective on extending the awareness and increasing customers’ curiosity. For the Chinese customers, there were distractions on accessing to Facebook and Instagram, therefore the brand also needs to use other methods for their accessibility: Wechat, RenRen, Weibo, and so on (Fang. 2016).

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More importantly, the strong advertisement advantage of idols is that they have lots of direct broadcasting chances. As Twice is a singing group, they have many chances to be on the broadcast. In addition to concerts in Korea, there are also many overseas performances, making it possible to engage in direct publicity activities.

Figure 77

Figure 78

Figure 79

Figure 80

Direct E-mail As one of the Omni-channel, direct email method is to satisfy their loyal customers in a direct way.

By collecting the customers data in a short time (Barnard.2016), this will allow them to have unique voucher codes for extra benefit and boost their purchasing. In this case, the brand can offer feedback and research for the satisfaction for the future service development.

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Figure 81

Window Display According to the study (Bardsley. 2017), the sales can be increased by 540% if the window display is effective. Up to the Twice's style and the number of members, there will be two different types of style will be operated: Open-window display and island-window display style. In case of the open window display, it will inspire the main concept of the collaboration with delivering the audience a “glimpses further into the store� (Bardsley. 2017). In another way, Island window displays (Bardsley. 2017)will capture the viewers' attention by being placed inside the store were located in the centre. With the actual size of the mannequins, it can reveal the entire collaboration and promotion to capture the viewers. Especially, Seoul, Tokyo and Hong Kong where the place with the huge department and flagship stores in capital cities will be actively planned to install this island window display.

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Figure 82

Figure 83

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Example dispaly in Japan

Figure 84

Figure 85

Open Window Display & Islnd Window Display

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Public Events

Figure 86

To support to increase in sales with attract number of attendees (Waters. 2018), public events will be planned for the shoppers. As the events should be a "special moments and opinions" (Lawson. 2017) for the customers, endless events should be continuous while their busy SNS posts about the launching. Onward with their reactions, producing performances should be part of the strategies such as providing the promotional discount coupons or gift cards for next visit, or inviting other fashion influencers and bloggers, etc. For instance, an installed photo booth will provide the memorable experiences to the audiences and see the direct reactions into the SNS like Instagram and Twitter. Additionally, limited photo-card which is common in Korea will also boost their promotion be on the trend; each of the random photo cards will be provided when they purchase some amount.

Figure 87

Twice

Package Design

asdkfskdjfkwjefkjdfksdjfbksdjmc,12039410923u039fkdflsakndvla aksdksajdkajwoeir123jwkenclksdnf103941203941234 wenfkjsdnksanvkajndkvjnakdvnkasdnvkasndvkasndvkansdkvjnksdjnvjdddasdfㄹ4434123412341234 ㅟㅏㅁㄴ어ㅣㅏ먼ㄹ alskfl03002349rhalskdnlasndvkwnvl asdfkasjdnfkasjdnfkasjdnfknlroq3ij4ori3o84fsdjvkdjv

Twice Photo Card

Figure 88

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Conclusion

Conclusion

For the brands, a collaboration with other influencers for new and off-the-box attempts gives a stepping stone for its exceptional development for their improvement on creativity and brands’ image. Collaboration, among other attempts, is drawing keen attention and interest from the public and the celebrities are more expected to gain the attention of the unaddressed. Whilst the idols are the mainstream among the people as “to sell dreams�

(Oi. 2016), there are strict qualifications and restriction to be promoted. However, the presence of celebrities that play a major role in motivating and advancing the brand is now a must-do in fashion. For more wise use of them, this will refresh the brand image and bring new consumers get into the market.

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Images Figure 1. Wikimedia commons. 2016. File:Twice Logo. [online]. [Accessed on 24/04/2018]. Available from: https://commons.wikimedia.org/wiki/File:TWICE_LOGO.png Figrue2. Vivi. 2017.【SNSで話題沸騰中!!】 ViVi8月号特別版『TWICEスペシャルエディション』発売前から 予約殺到！. [online]. [Accessed on 24/04/2018]. Available from: https://www.vivi.tv/topics/2017/06/4412/ Figure3. Billboard Japan. 2017. TWICE's 'One More Time' Becomes Group's First No. 1 on Japan Hot 100. [online]. [Accessed on 24/04/2018]. Available from: TWICE's 'One More Time' Becomes Group's First No. 1 on Japan Hot 100 Figure4. depositphotos. 2016. Times Square H&M store– Fotografía editorial de stock. [online] [Accessed on 24/04/2018]. Available from: https://sp.depositphotos.com/125325444/stock-photo-times-square-hm-store.html Figure5. wikiediacommons. 2007. File:H&M-Logo. [online]. [Accessed on 24/04/2018]. Available from: https://commons.wikimedia.org/wiki/File:H%26M-Logo.svg Figure6. KENZO. 2016. KENZO x H&M. [online]. [Accessed on 24/04/2018]. Available from: https://www.kenzo.com/en/kenzoxhm Figure7. KENZO. 2016. KENZO x H&M. [online]. [Accessed on 24/04/2018]. Available from: https://www.kenzo.com/en/kenzoxhm Figure8. wikimedia commons. 2018. File:Kenzo. [online]. [Accessed on 24/04/2018]. Available from: https://commons.wikimedia.org/wiki/File:Kenzo.svg Figure9 - 14. KENZO. 2016. KENZO x H&M. [online]. [Accessed on 24/04/2018]. Available from: https://www.kenzo.com/en/kenzoxhm Figure15 - 26.H&M. See All 115 Pieces From the Kenzo x H&M Collab. [online]. [Accessed on 24/04/2018]. Available from: http://www.whowhatwear.co.uk/kenzo-hm-collaboration-product-images/slide16 Figure27.Hellofashion.com. Shoppers camp overnight for KENZO x H&M launch. [online]. [Accessed on 24/04/2018]. Available from: https://fashion.hellomagazine.com/fashion-news/201611035805/kenzo-hm-launch-shoppers-camp-overnight/

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Figure28.Vogue. Toutes les images de la collection Kenzo x H&M homme sont ici. [online]. [Accessed on 24/04/2018]. Available from: https://www.vogue.fr/vogue-hommes/mode/diaporama/kenzo-hm-collection-images-prix-homme/37818 Figure29. H&M. 2016. First Look // H&M x Kenzo. [online]. [Accessed on 25/04/2018]. Available from: http://www.thisisjanewayne.com/news/2016/07/26/first-look-hm-x-kenzo/ Figure30.H&M. 2016. H&M just announced a collaboration with KENZO. [online]. [Accessed on 24/04/2018]. Available from: http://metro.co.uk/2016/05/25/hm-just-announced-a-collaboration-with-kenzo-5904115/ Figure31. H&M. 2016. Kenzo x H&M is coming our way. [online]. [Accessed on 24/04/2018]. Available from: https://www.rappler.com/life-and-style/fashion/134284-hm-collaboration-kenzo-collection-announcement Figure32. Bauknecht, S. 2016. Interview with Carol Lim and Humberto Leon. [online]. [Accessed on 25/04/2018]. Available from: http://www.sandrascloset.com/tag/kenzo-x-hm/ Figure33. LAguestlist. 2016. Kenzo x H&M VIP Drop. [online]. [Accessed on 24/04/2018]. Available from: https://laguestlist.com/tag/kenzo-x-hm/ Figure34 - 38. splashnew. 2016. Kenzo x H&M's show: Celebrity arrivals. [online]. [Accessed on 25/04/2018]. Available from: http://www.buro247.me/fashion/news/kenzo-x-h-m-celebrity-arrivals.html Figure39. Ahn, P. 2017. YOUTUBE IS TAKING K-POP GLOBAL PATTY AHN / UNIVERSITY OF CALIFORNIA SAN DIEGO. [online]. [Accessed on 25/04/2018].

Available from: https://www.flowjournal.org/2017/11/youtube-is-taking-k-pop-global/ Figure40. soompi. 2017. TWICE Succeeds With “SIGNAL”; Soompi’s K-Pop Music Chart 2017, June Week 2. [online]. [Accessed on 25/04/2018]. Available from: https://www.soompi.com/2017/06/12/twice-succeeds-signal-soompis-k-pop-music-chart-2017-june-week-2/ Figure41 - 42. Naver. 2018. "오겡끼 데스까" 재현한 트와이스, 일본팬 반응 어땠을까 [online].

[Accessed on 26/04/2018]. Available from: http://entertain.naver.com/read?oid=047&aid=0002185328 Figure43. Seo, M. S. 2012. What Business Can Learn from K-pop for Global Strategy. [online].

[Accessed on 26/04/2018]. Available from: http://www.koreafocus.or.kr/design2/layout/content_print.asp?group_id=104017 Figure44. JYP. 2018. TWICE continue to tease with lyric image for ‘What is Love?’. [online].

[Accessed on 26/04/2018]. Available from: https://www.allkpop.com/article/2018/03/twice-continue-to-tease-with-lyric-image-for-what-is-love Figure45. Naver. 2017. "깨물어 주고 싶어"…트와이스 쯔위X다현, 일상 미모도 '세젤예'. [online].

[Accessed on 27/04/2018]. Available from: http://entertain.naver.com/read?oid=468&aid=0000292656 Figure46. Lee, K. Y. 2017. 트와이스 쯔위·채영, 출근하는 트둥이들 (뮤직뱅크 출근길). [online].

[Accessed on 27/04/2018]. Available from: http://sports.hankooki.com/lpage/entv/201711/sp20171118010007136730.htm

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Figure47 - 48. WGSN. 2018. Key Colours A/W 18/19: Apparael. [online]. [Accessed on 27/04/2018].

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