Zoe Brice N0675817 FASH20032
Fig. 1 Own illustration 2018
Level 3 my future direction
Contents PAGE
1 5 7 8 11 15 16 17 19 20 22 24 25 26 27 28 32 34
PREFACE FEEDBACK (ME AND FCP) PROPOSAL ONE CHILDRENSWEAR LANDSCAPE INITIAL RESEARCH CONSUMER PROFILE PRIMARY RESEARCH HOW MIGHT THIS TRANSLATE PROPOSAL TWO MINI INFLUENCERS SOCIAL MEDIA & PARENTS CONSUMER PROFILE PRIMARY RESEARCH HOW MIGHT THIS TRANSLATE SUMMER ACTION PLAN REFERENCES BIBLIOGRAPHY APPENDIX
2
PREFACE
TOPICS, DIRECTION, FUTURE
At the start of this project I was very unsure on what area I wanted to look into, therefore I decided to attend the debate sessions put on by Sarah and Henry to spark some inspiration. After stumbling across childrenswear while researching Generation Z and Luxury, a passing comment formed the foundation of this report. My area of interest for these two reports has been something that me and my mum have been discussing, and sometimes arguing over as I grew up; childrenswear. It was essential that I found a topic that I was passionate about, and due to this effecting me personally, I feel as if I have done so. In this report I have chosen two different proposals that I have drawn out from my research. As I am certain that I wanted to investigate then childrenswear sector in third year, I have been able to chose two focused topics, giving me a clear direction.
My overarching theme is children as consumers and my two proposals look into two focused topics. Proposal one focuses on the problem of kids clothing age ranges being to vast and not meeting the demand of the current day tween. High street and luxury brands will both be explored, looking into the age ranges that they offer and the visuals that they use. This secondary research can then be presented directly to the consumer to get their opinion and view on what appeals and what doesn’t. My second proposal explores the world of mini influencers. Due to social media’s such heavy impact on society today, it will explore parents as the consumer, the pros and cons to social media and how brands or parents themselves can support the well-being of young children. My cartogram shows the journey to my two outcomes.
(Fernando, 2017)
3
Feedback strengths
Weaknesses
Documenting journey in sketchbook Reflective journal Identifying insights from research Strategy lead way of thinking Research strategy’s ideas and events have said to be my strongest areas (fragrance brand project) Presenting Excellent at research
Fully executing concepts Need to be more visual
S W O T A N A LY S I S
opportunities Creating a brand / marketing campaign for final dissertation outcome using the same process that I used on the fragrance brand project - exploiting my strongest area of work.
I have looked at my strength and weaknesses from previous projects across the two years to help mould the outcomes that i will produce and try to avoid previous lower grade areas. Research and creative concept have been my strongest areas of work, which i am excited to carry forward. One area that i really need to focus on is visuals, as i get so caught up with the research and strategies, i never put enough time into visuals and they are detrimental to the outcomes of work. In this report i will push myself to get past this and really consider and experiment with the visuals that include.
threats That my outcomes let down my creative concept and big idea stage. Spending too long researching and not doing
My favourite project over the course of the two years was the fragrance brand project. I thrived off being able to research to validate my idea and gap in the market, to how my new fragrance brand would look like visually and creating events that would help to promote it. This bought together my two strongest stages, context and creative concept. (Fig 2) This has a strong link to my current self promotion project with my career aspirations being within marketing, branding and social media.
4
Fcp triangle
outcome
3/5 Creative concept
4/5 Big idea
3/5 Context
5/5
Fig. 2 FCP triangle own illustration 2018
5
Cartogram Parents and social media boost luxury kidswear market. Parents activity on social media - creation of children accounts
Luxury kids market with celebrity influence ie Kim K and `Kylie
Children age 10-14 buying habits
Next kidswear- what is currently in market
Expected growth of childrenswear market Rise by 12.3% in ages of 10-14 - My potential consumer
Demographic turning point
Rise in UK baby and children’s market, making this topic timeless. Children’s buying habits and preferences.
32 percent of those are between ages 13 and 17 are snapchat users
Children taking control of Ad campaigns
Riverisland kids collection White stuff collection
Childrenswear market being taken more seriously Predicted growth annually by 4.4% retrospectively Trends to watch for
H&M women and kids line Creation of mini influencers Link to parents Fig. 3 Cartogram own image 2018
6
PROPOSAL ONE Probelm identified : vast age ranges in children’s clothing, not catering to the present day “tween” A problem has been identified and the aims of this report is to look into initial research and potential outcomes of how this problem or gap in the market can be filled. As a child becoming a young adult around the age of 13/14 i used to hate clothes shopping in stores such as next, where i ran the risk of picking up the same outfits as my 6 year old twin cousins, which is an embarrassment that we would all like to avoid. Wishing that i was big enough to fit into a petite 6, clothes shopping experiences as that age just wasn’t enjoyable and most importantly i wasn’t being catered for. When highlighting this in Sarah and Henry’s debate it sparked the idea of how to respond to the ever changing consumer. This proposal could have many exciting outcomes, looking at the way we communicate with tweens, the branding, visuals and in-store vs social media presence.
However, childrenswear companies such as next and boots have survived, meaning that they must be doing something right so does there need to be change? This question was raised when discussing my topics with Dr Morgaine Gayne. This helped focus on the effects of social media on younger children, for example “No one’s quite sure, but estimates put Snapchat’s user base at over 100 million, and a reported 32 percent of those are between 13 and 17. Snapchat states that it is not intended for kids under 13, but most tweens know how easy it is to get around age restrictions (and if they don’t, the info is just a Google search away)” (Gearey, 2018) This shows that younger children are being exposed to the same visuals and information as young adults of the age of 18+. Brands now need to react to this and cater more appropriately to ‘Tween’.
7
Childrenswear landscape VB x target Kids supply
zara
gucci George
Balenciaga
next
River island
915 generation boots x ferne
Fig. 4 Landscape moodboard own work 2018
8
Luxury
focused age range
One vast age range
High street
Perceptual map
Fig. 5 Perceptual map own work 2018
9
of 10-14 year olds are set to grow by 12.3% over the next 5 years, there is a real scope for clothing retailers to focus more on this demographic with a more fashion- focused separate sub-brands targeted at young teens rather than clothes that
“
“
Given that this age group
extent across a wide age bracket of 4+ mintel 2016
10
The Gap.
11
initial research
Fig. 6 Next website 2018
Fig. 7 Riverisland Website 2018
Fig. 8 D&G website 2018
Next clothing has a children’s age range of 3-16 years, that a huge 13 years. Riverisland have an age range of 5-12 years so 7 years, half the age span of next. Looking into the luxury market their is correlation between the vast age rang with Dolce & Gabbana children coming in 10 years.
12
WHat have i learnt
The childrenswear market is commonly overlooked compared to markets such as mens and womens. Childrenswear market has so much potential, with growth predicted overt the next 5 years, this topic will be still very current at my graduation in 2019. “Euromonitor anticipates annual growth in children’s clothing... by 4.4% retrospectively by 2021.” (Fernando 2017) Research so far has highlighted a huge potential to shift the way that children’s wear is marketing and presented. In turn this can be linked to the Ansoff Matrix model, as it’s market development. (Appendix 3) It has raised two main questions; 1) Why would the industry think that clothing with an age range spanning across 13 years for example would appeal to all? 2) This questions how appropriate the clothing design is, would you want your very young child wearing clothing that’s classed suitable for a 16 year old?
?
This age range system needs to be reformed, along with the way it looks, is marketed and promoted. There is evidence that younger teenagers are the age group who are missing out. “Young fashion retailers are in a good position to target the growing demographic of tweens as these social media- savvy digital natives prioritise wearing fashionable clothes and are influenced by the same fashion as older teens.” (Mintel 2017) This clarifies that my consumer is a “tween” For the purpose of this report a tween is between the age of 11-16. Primary research will need to be carried out with this demographic to get a clear insight into how they want change, the brands they feel support by and the areas that they feel let down in. In turn this will help answer my two questions to the left.
13
case study
Long tall sally
It is evident that brands are starting to respond to the wants of children, i want to take this further and assure that older children are just as well catered for as younger children. A recent example of brands putting the children first was Long Tall Sally’s latest ad campaign, who “has taken an interesting step in its latest campaign with its shoot completely styled by children” (Halliday 2017) After researching into this campaign it really highlighted to me that “little stylists” aged six to eight already have there own sense of style and mind to what looks good with what, let alone older children. This further emphasises how the childrenswear industry should not have such vast age ranges.
#stylehasnorules
An insight from the quote to the right shows that their is a possible turning point at the age of 10 when you no longer what to be dressed by your parents and its a time where you become more aware and understanding of the world around you. It suggests that age 10 is when you start to get influenced by social media and other peoples opinions. You become more self aware of who you are as a person and your aspirations. This is a big consideration when it comes to highlighting a demographic to focus on for my consumer profile.
Fig. 9 Long tall sally 2017
(WGSN 2017)
Fig. 10 Long tall sally 2017
14
Consumer Profile A tween: social media-savvy natives
Eleanor aGed 14 E a r ly m a j o r i t y o n d i f f u s i o n o f i n n o v a t i o n (Diffusion of Innovation : Appendix 2)
Fig. 11 Consumer profile own work 2018
“Children aged 10-14 are forecast to increase b y 1 1 . 7 % b e t w e e n 2 0 1 7 a n d 2 0 2 2 . � `(mintel 2017)
15
PRIMARY RESEARCH
INTERVIEW WITH ELEANOR FOGGIN AGE 14
As a tween, when shopping online and in-store do you feel catered for? “I feel like I can only shop in adults sections as they have a wider range and more choice as children’s section only has bright colours and bold designs which no teen really wears.” Where is your favourite place to shop? “Topshop, Urban Outfitters or any ‘main’ online shops” What social media accounts do you have? “Snapchat, Instagram, Facebook, Twitter” What’s your favourite social media account? “Snapchat and Instagram” Would Next childrenswear clothing appeal to you? “No” If not, why? “It wouldn’t because I feel like they only cater for older women or young children and nothing in between. Its not a popular shop at whereas Topshop is” Would you be happy wearing clothes that 5 year olds could also wear? “I wouldn’t because there is a certain style sense of this generations teens that wouldn’t be covered by children’s clothing and I don’t think the designers of the 5yr old clothes would have a 14 year old teen in mind” Do any of these visuals appeal to you? “I wouldn’t click on any of the images if I was online shopping but the only one I would maybe go for is the second one from the end as it’s the simplest” If Topshop or other similar retailers introduced a new teen sub-brand would this interest you? I think I would have a look at it as they could have sizes that are more appropriate to this generations teens and adult stores don’t really cater for all body types. But, when I picture, for example new looks 915 range, most of the clothing items have childish catch phrases on them and I prefer plain clothing. So if topshop (or another brand) could think about a plainer range for teens then I would be interested” (Appendix 1)
Fig 12. Next website 2018
Fig 14. New Look website 2018
Key Insights from consumer profile and interview: - Snapchat and Instagram is the most popular platforms - Gucci children was the most preferred visual - A ‘plainer’ aesthetic to a tweens section could be the way forward, aesthetically within marketing, promotion and the clothing itself. - 915 generation is not hitting the mark - Topshop and urban outfitters are appealing to tweens but do not directly cater for them.
Fig 13. Gucci website 2018
Fig 15. Riverisland Website 2018
16
How might this translate FCP PROJECT
One possible outcome of this proposal is to create a brand to fill the gap of young adults in the market who are not being catered for. It will be social media savvy, fresh with a sophisticated grown up feel, moving away from bright colours and slogans. Idea one would look into creating a whole next brand, for the tween consumer. Here I would take the marketing loop (Appendix 4) into consideration. This would include new content and visuals especially considered for tweens. Due to the rise of tweens being influenced by social media, it would be digitally promoted through the following; A second possible outcome for this proposal is to create separate sub brands for young teens, recognising that vast age rangers do not cater or appeal. Topshop could also be a way froward in introducing a new tween subbrand into their store. A tweens section in Topshop would compliment their Petite and tall ranges. This could also be explored as a retail space and in store environment. `Could Topshop offer a personalised shopping service for tweens, who for example are experiencing shopping for the first time without a parents input? Seeing as 64% of children like to be able to touch and feel clothes (Fernando 2017) This strategy could also be implemented in stores like Next and Riverisland. The sub brand could potentially incorporate other social issues surrounding teens such as the negative impacts of social media and the positivity of self love, giving the outcome context and purpose.
Gifs Infographics Blogs Images Videos Blogs Apps Status updates (Posner 2015)
Outcome Introducing a new brand/ sub brands into the maket Creative concept New brand / Sub brand - separate age ranges especially aimed for teens.
Big idea Catering for young teens in the childrenswear market
Context Identified Gap in children’s wear market Fig 16. FCP triangle own illustration 2018
17
PROPOSAL two Problem identified : The PRESSURE on ‘mini influencers’ as they grow older Social media is a topic that i have always been interested in, early this year I attended a fusion workshop based on social media ran by Becky Timmins and that confirmed that social media was an area I would like to explore as one of my proposals. Due to social media being such a broad topic, after enjoying researching into the childrenswear sector, I decided to merge the two. The cartogram i created represents this journey as seen on page 6. The pressure of social media is ever increasing, “In 2016, another study was done, that was published in “Current Opinion of Psychology” that said that envying other people on social media leads to depression.” (Copper 2018) This is now no longer just effecting young adults and adults themselves, very young children including toddlers and babies are as much included in social media, through “sharenting”. Initial research on the relationship between parents children and social media revealed that French laws could give the power to children to sue their own parents over them posting images without consent from when they were a baby or a child. This has now become an issue of consent within the law, according to Dr. Eric Delcroix.
E r i c D e l c ro i x , a n e x p e rt o n i n t e r n e t l aw and ethics, said: “In a few years, children c o u l d e a s i ly ta k e t h e i r p a r e n t s t o c o u r t f o r publishing photos of them when they were Chazan y o u n g e r .” (
, 2016)
18
Fig 17. Pinterest Everleighrose 2018
19
Mini Influencers
who are they?
The ever growing world of mini influencers, “parents and social media boosting the luxury kidswear market” (Mintel 2017). In recent years, its not just adult influencers that have been taking over social media, parents have been jumping onto this trend through their children. Parent ran accounts written in first person as if it was the child talking is now seen as the norm. This is especially heightened in the luxury childrenswear market with celebrities such as Kim and Kylie pushing the promotion of designer brands for children. While researching i came across two examples of parent ran accounts, with their child’s account having over 1 million followers, defining them as a mini influencer.
Fig 18. Everleighrose Instagram 2018
David Park, the illustrator for a graphic alphabet booked titled ‘ABCs for the little Gs’ said that “People want to dress up their children to keep them fresh. Social media is making it easier to show pictures of your children, and parents and fashion labels are taking this demographic more seriously” (Park 2017) Therefore this emphasises how children will have an impact on the industry in the future, which needs to be recognised.
Fig 19. Elle Lively McBroom Instagram 2018
20
3.1 million followers on a verified account
“ ta k e m e b a c k t o the bahamas”
“Take me back to the Bahamas” post with 333,331 likes
Fig 20. Everleighrose Instagram 2018
2.5 million followers
“when daddy dresses me like him” 1,154,729 likes huge instagram reach
Fig 21. Elle Lively McBroom Instagram 2018
21
social media & Parents
“say instagram kids”
Lewallen (2017)
Obviously parents are in control of many of these mini influencer account, such as @everleigh and @elle. Looking into the correlation of instagram and parents the academic journal “Say Instagram, Kids!”: Examining Sharenting and Children's Digital Representations on Instagram, discusses how parents have been categorising their children, and how they are digitally portrayed; wrongly in many peoples opinion. This highlights issues of gender stereotyping, racial stereotyping and if anything its very backwards thinking. `In turn this makes the whole subject a lot bigger than first anticipated, which would need to be explored further over summer. With this in mind, it seemed very appropriate to research into the negatives of social media, and foundations such as the Young Mind foundation who are picking up the pieces. Dr Delcroix said: “We often criticise teenagers for their online behaviour but parents are no better.” This raises the question that maybe parents are not informed well enough to the dangers of social media, or whether they are ignoring this for the fame and the money that it can also bring.
If successful, it can be used as a platform which has the potential to financially support you for the rest of your life. For example according to Georgie Cavanagh, the creator of TRIBE you can earn the following; 3K-10K = $75 – $150, 10K-25K = $150 – $220, 25K-50K = $220 – $350, 50K-100K = $350 – $500 100K+ = $500+ (Petter, 2017) This is a big factor which will effect my outcome as I need to keep in mind how much people value the importance of money and the extremes they will go to be successful. The Absorption Addiction Model was proposed by McCutcheon et al. (2002). This model fits in well with effects from social media, people can follow celebrities to “gain a sense of personal identity and achieve a sense of fulfilment” which is a very unhealthy addiction to have, as it disconnects you to reality. Its a great possibility that these ‘mini influencers’ could be faced with this issue in years to come. Taking this into consideration, I severely worry for these ‘mini influencers’ when they become of an age of understanding the world around them, and most importantly how their life has been share digitally through no control of their own. Their parents have built a persona of their child, gained influential following, and now this child will have to live up to these expectations.
Definiton of ‘sharenting’ : the overuse of social media by parents to share content from, or about their children 22
“Relying on affirmation from others in order to feel good about oneself may signal contingent self-worth, which can undermine well-being over time” (Burrow and Rainone, 2017)
OVEREATING
Low self esteem
AnXiety
“Many of the teenage girls we work with tell us that they face a huge range of pressures. In particular, the rise of social media means they need to always be available, they may seek reassurance in the form of likes and shares, and they are faced with constant images of ‘perfect’ bodies or ‘perfect’ lives, making it hard not to compare themselves to others,” said Sarah Brennan, chief executive of the charity Young Minds.
LESS SELF CONTROL
Fear of missing out
Depression
Fig 22. Own illustration 2018
23
Consumer Profile Y O u n g f a m i ly, b u s y f a m i ly l i f e
busy working parents
Nadia & L at e m a j o r i t y o n d i f f u s i o n o f i n n o vat i o n (Diffusion of Innovation : Appendix 2)
mark Fig 23. Consumer profile own work 2018
24
PRIMARY RESEARCH
Interview with two mums with children between the ages of 4-10
The research objectives for this primary research was to get insights into the parent consumer and there beliefs on the topic of mini influencers. These questions were presented to three parents who have children in the age ranges of 4 to 10. For the purpose of this interview i will define the meaning of a ‘Mini Influencer” and show the interviewees examples of @ everleighrose and @elle to give context. Do you put images of your children on social media? If so what social media accounts do you do this on? What are your initial thoughts on these two Instagram accounts? What are your thoughts on parents running these accounts on the child’s behalf? Would you ever create an account on behalf of your young child? As a parent would you say you are aware of the impact of social media for your child in the years to come?
“ I t s c r e at i n g a f a l s e character for your child” (Lovell, Tracey : 2018, appendix : 7)
“ b u t a s t o t h e l at e s t s t u f f a n d r u l e s e c t . . i m r e ly i n g on you to tell me them” (Lovell, Tracey : 2018, appendix : 7)
“SOCIAL MEDIA IS CHANGING A L L T H E T I M E S O I M N O T F U L LY UP TO SPEED WITH IT” (Burt, Louise : 2018, appendix : 6)
“ i b e l i e v e w h at i s p o s t e d s h o u l d a lw ay s b e w i t h consent of the subject regardless of their age” (Michelmore, Natasha : 2018, appendix : 5)
25
How might this translate
FCP PROJECT
Key Insights - Parents are aware of the dangers on social media but lack confidence with keeping up to speed with rules, regulations and latest developments - The issue of consent needs to be raised - Clear strong link between mental health and social media - Gap in the market could be parents as the consumer to be educated - All participants said they do post their children on Facebook and or Instagram I am less clear on how I could best communicate and solve this problem compared to proposal one. One would be to go down the educational route, with the parents being the target consumer. This would either be a magazine or an app, highlighting the rules, dangers and the ins and outs of social media. As my primary research key insights revealed they feel slightly out of the loop and this would allow them to keep up to date with all social media developments. I have to take into consideration that parents are a tough audience and they will raise their child as they think best, so this may be an obstacle to overcome. My second outcome could be through the use of brands, taking brands that support the promotion of staying safe within social media and helping the pressure that everyone is faced with today. This would of course mean finding brands who are happy to accept and voice the negative impacts of social media, which could be an obstacle in itself as if a brand uses a mini influencer for example to sell a t-shirt, and in return it sells out and makes millions, they will not want to do this. However the Independent revealed that Wetherspoon’s have come off all social media and according to Evgeny Chereshnev, CEO and founder of internet company Biolink.Tech. “Even with no social media channels, or limited activity on SM channels, every business can be popular. All it needs is the right digital strategy based on true values, not tools of execution.� (Chereshnev 2018) A new strategy based on the well-being of young people today, moving away from social media could be the way forward.
26
summer action plan June Digital x Influencer event. Research smaller independent brands compared to mass clothing brands - are they doing it differently?
Talk to my uncle who works for next to try and get insider insights to why they have such a vast children’s age range with the same products.
Deeper analysis of consumer ie what surrounds them, what they are exposed too, the visuals that they see.
Research into more theories.
Produce a dissertation plan and folder in preparation for year three.
Refine ideas ready to present for year three.
Focus group and interviews with my target consumers, parents and teens to fill in the gaps in my secondary research.
Case study on next and on 915 generation Comms audit of kids wear landscape- who’s communicating best and how.
Further enthographic and netatography research, to find more key insights Shadow a tween shopping, interview as the shop collecting opinions.
Future Laboratory conference booking for October.
september
27
In Text references Journal BURROW, A. L. AND RAINONE, N. How many likes did I get?: Purpose moderates links between positive social media feedback and self-esteem. In-text: (Burrow and Rainone, 2017) Your Bibliography: Burrow, A. and Rainone, N. (2017). How many likes did I get?: Purpose moderates links between positive social media feedback and self-esteem. Journal of Experimental Social Psychology, 69, pp.232-236. Report CAVATO, G. Parents (and social media) boost luxury kidswear market - 29th November 2017 In-text: (Cavato, 2017) Your Bibliography: Cavato, G. (2017). Parents (and social media) boost luxury kidswear market - 29th November 2017. [online] Mintel. Available at: http://academic.mintel.com/display/869453/?highlight#hit1 [Accessed 10 May 2018]. Newspaper CHAZAN, D. French parents ‘could be jailed’ for posting children’s photos online In-text: (Chazan, 2016) Your Bibliography: Chazan, D. (2016). French parents ‘could be jailed’ for posting children’s photos online. The Telegraph. [online] Available at: https://www.telegraph.co.uk/news/worldnews/europe/france/12179584/ French-parents-could-be-jailed-for-posting-childrens-photos-online.html [Accessed 11 May 2018]. Journal CHOI, G. Y. AND LEWALLEN, J. “Say Instagram, Kids!”: Examining Sharenting and Children’s Digital Representations on Instagram In-text: (Choi and Lewallen, 2017) Your Bibliography: Choi, G. and Lewallen, J. (2017). “Say Instagram, Kids!”: Examining Sharenting and Children’s Digital Representations on Instagram. Howard Journal of Communications. [online] Available at: https:// www.tandfonline.com/doi/abs/10.1080/10646175.2017.1327380 [Accessed 14 May 2018]. Website COPPER, E. The Dark Side of Social Media In-text: (Copper, 2018) Your Bibliography: Copper, E. (2018). The Dark Side of Social Media. [online] TurboFuture. Available at: https:// turbofuture.com/internet/The-Dark-Side-of-Social-Media [Accessed 13 May 2018]. E-book or PDF FERNANDO, R. Market Snapshot UK Baby & Children’s Market 2017 In-text: (Fernando, 2017) Your Bibliography: Fernando, R. (2017). Market Snapshot UK Baby & Children’s Market 2017. [ebook] Pragma Papers. Available at: http://www.pragmauk.com/wp-content/uploads/2017/09/Pragma-Baby-Kids-white-paper-2017.pdf [Accessed 12 May 2018].
28
In Text references Report HALLIDAY, S. Long Tall Sally offers new twist with latest campaign as kids become stylists In-text: (Halliday, 2017) Your Bibliography: Halliday, S. (2017). Long Tall Sally offers new twist with latest campaign as kids become stylists. [online] WGSN. Available at: https://www-wgsn-com.ntu.idm.oclc.org/news/long-tall-sally-offers-new-twist-with-latest-campaign-as-kids-become-stylists/ [Accessed 10 May 2018]. Journal KIM, A. S. AND DAVIS, K. Tweens’ perspectives on their parents’ media-related attitudes and rules: an exploratory study in the US In-text: (Kim and Davis, 2017) Your Bibliography: Kim, A. and Davis, K. (2017). Tweens’ perspectives on their parents’ media-related attitudes and rules: an exploratory study in the US. Journal of Children and Media, 11(3). Report MINTEL Fashion retailers shine the light on childrenswear - 27th February 2018 In-text: (Mintel, 2018) Your Bibliography: Mintel (2018). Fashion retailers shine the light on childrenswear - 27th February 2018. Childrenswear. [online] Mintel. Available at: http://academic.mintel.com/display/884769/?highlight [Accessed 7 May 2018]. Report MINTEL Childrenswear - UK - November 2016 In-text: (Mintel, 2016) Your Bibliography: Mintel (2016). Childrenswear - UK - November 2016. [online] Mintel. Available at: http://academic.mintel.com/display/748842/# [Accessed 5 May 2018]. MINTEL Parents (and social media) boost luxury kidswear market In-text: (Mintel, 2017) Your Bibliography: Mintel (2017). Parents (and social media) boost luxury kidswear market. [online] Mintel. Available at: http://academic.mintel.com/display/869453/?highlight [Accessed 8 May 2018]. Website PETTER, O. Instagram stars make more money from one post than most people do in a week In-text: (Petter, 2017) Your Bibliography: Petter, O. (2017). Instagram stars make more money from one post than most people do in a week. [online] The Independent. Available at: https://www.independent.co.uk/life-style/instagram-influencers-how-much-money-earn-income-commission-a7952701.html [Accessed 17 May 2018]. Book POSNER, H. Marketing fashion In-text: (Posner, 2015) Your Bibliography: Posner, H. (2015). Marketing fashion. 2nd ed. London: Laurence King Publishing LTD, p.178.
29
List of illustrations Fig. 1 Brice, Zoe Own illustration 2018 Fig. 2 Brice, Zoe FCP triangle own illustration 2018 Fig. 3 Brice, Zoe Cartogram own image 2018 Fig. 4 Brice, Zoe Landscape moodboard own work 2018 Fig. 5 Brice, Zoe Perceptual map own work 2018 Fig. 6 Next website 2018 Limited, N. (2018). Next Official Site: Online Fashion, Kids Clothes & Homeware. [online] Next.co.uk. Available at: http://www.next.co.uk [Accessed 15 May 2018]. Fig. 7 Riverisland Website 2018 River Island - Fashion Clothing for Women, Men, Boys and Girls. [online] Available at: https://www. riverisland.com [Accessed 15 May 2018]. Fig. 8 D&G website 2018 STORE.DOLCEGABBANA.COM. (2018). Clothing for men & women | Dolce&Gabbana Online Store. [online] Available at: https://store.dolcegabbana.com/en/ [Accessed 14 May 2018]. Fig. 9 Long tall sally 2017 https://www.longtallsally.com
Fig. 13 Gucci website 2018 Gucci.com. (2018). Gucci Official Site – Redefining modern luxury fashion.. [online] Available at: https:// www.gucci.com/uk/en_gb/ [Accessed 11 May 2018]. Fig. 14 New Look website 2018 Newlook.com. (2018). Girls Clothing | Teen Girls’ Dresses, Tops & Jackets | New Look. [online] Available at: http://www.newlook.com/uk/teens [Accessed 10 May 2018]. Fig. 15 Riverisland Website 2018 River Island - Fashion Clothing for Women, Men, Boys and Girls. [online] Available at: https://www.riverisland. com [Accessed 15 May 2018]. Fig 16. Brice, Zoe FCP triangle own illustration 2018 Fig. 17 Pinterest Everleighrose 2018 Fig. 18 Everleighrose Instagram 2018 Rose, E. (2018). Everleigh Rose (@everleighrose) • Instagram photos and videos. [online] Instagram.com. Available at: https://www.instagram.com/everleighrose/ [Accessed 13 May 2018]. Fig. 19 Elle Lively McBroom Instagram 2018 McBroom, E. (2018). Elle Lively McBroom (@elle) • Instagram photos and videos. [online] Instagram.com. Available at: https://www.instagram.com/elle/?hl=en [Accessed 9 May 2018].
Fig. 10 Long tall sally 2017
Fig. 20 Everleighrose Instagram 2018 Rose, E. (2018). Everleigh Rose (@everleighrose) • Instagram photos and videos. [online] Instagram.com. Available at: https://www.instagram.com/everleighrose/ [Accessed 13 May 2018].
Fig. 11 Brice, Zoe Consumer profile own work 2018
Fig. 21 Elle Lively McBroom Instagram 2018 McBroom, E. (2018). Elle Lively McBroom (@elle) • Instagram photos and videos. [online] Instagram.com. Available at: https://www.instagram.com/elle/?hl=en [Accessed 9 May 2018]. Fig. 22 Brice, Zoe Own illustration 2018
Long Tall Sally offers new twist with latest campaign as kids become stylists. [online] WGSN. Available at: https:// www-wgsn-com.ntu.idm.oclc.org/news/long-tall-sally-offers-new-twist-with-latest-campaign-as-kids-become-stylists/ [Accessed 10 May 2018].
Fig. 12 Next website 2018 Limited, N. (2018). Next Official Site: Online Fashion, Kids Clothes & Homeware. [online] Next.co.uk. Available at: http://www.next.co.uk [Accessed 15 May 2018].
Fig. 23 Brice, Zoe Consumer profile own work 2018
30
academic journals and books BURROW, A. L. AND RAINONE, N. How many likes did I get?: Purpose moderates links between positive social media feedback and self-esteem. In-text: (Burrow and Rainone, 2017) Your Bibliography: Burrow, A. and Rainone, N. (2017). How many likes did I get?: Purpose moderates links between positive social media feedback and self-esteem. Journal of Experimental Social Psychology, 69, pp.232-236. CHOI, G. Y. AND LEWALLEN, J. “Say Instagram, Kids!”: Examining Sharenting and Children’s Digital Representations on Instagram In-text: (Choi and Lewallen, 2017) Your Bibliography: Choi, G. and Lewallen, J. (2017). “Say Instagram, Kids!”: Examining Sharenting and Children’s Digital Representations on Instagram. Howard Journal of Communications. [online] Available at: https://www.tandfonline.com/doi/abs/10.1080/10646175.2017.1327380 [Accessed 14 May 2018]. COOK, D. T. The Commodification of Childhood In-text: (Cook, 2004) Your Bibliography: Cook, D. (2004). The Commodification of Childhood. United States: Duke University Press. KIM, A. S. AND DAVIS, K. Tweens’ perspectives on their parents’ media-related attitudes and rules: an exploratory study in the US In-text: (Kim and Davis, 2017) Your Bibliography: Kim, A. and Davis, K. (2017). Tweens’ perspectives on their parents’ media-related attitudes and rules: an exploratory study in the US. Journal of Children and Media, 11(3). POSNER, H. Marketing fashion In-text: (Posner, 2015) Your Bibliography: Posner, H. (2015). Marketing fashion. 2nd ed. London: Laurence King Publishing LTD, p.178. RAYMOND, M In-text: (Raymond, 2014) Your Bibliography: Raymond, M. (2014). The trend forecaster’s handbook. London: Laurence King Publishing.
31
Bibliography Burrow, A. and Rainone, N. (2017). How many likes did I get?: Purpose moderates links between positive social media feedback and self-esteem. Journal of Experimental Social Psychology, 69, pp.232-236. Cavato, G. (2017). Parents (and social media) boost luxury kidswear market - 29th November 2017. [online] Mintel. Available at: http://academic.mintel.com/display/869453/?highlight#hit1 [Accessed 10 May 2018]. Choi, G. and Lewallen, J. (2017). “Say Instagram, Kids!”: Examining Sharenting and Children’s Digital Representations on Instagram. Howard Journal of Communications. [online] Available at: https://www.tandfonline.com/doi/abs/ 10.1080/10646175.2017.1327380 [Accessed 14 May 2018].
Cook, D. (2004). The Commodification of Childhood. United States: Duke University Press. Copper, E. (2018). The Dark Side of Social Media. [online] TurboFuture. Available at: https://turbofuture.com/internet/The-Dark-Side-of-Social-Media [Accessed 13 May 2018]. Fernando, R. (2017). Market Snapshot UK Baby & Children’s Market 2017. [ebook] Pragma Papers. Available at: http://www.pragmauk.com/wp-content/uploads/2017/09/Pragma-Baby-Kids-white-paper-2017.pdf [Accessed 12 May 2018] Gearey, R. (2018). Tween Tech: What Parents Need To Know About Snapchat. [online] Scary Mommy. Available at: http://www.scarymommy.com/tween-tech-what-parents-need-to-know-about-snapchat/ [Accessed 18 May 2018]. Genderquake (2018) Channel 4 [Accessed 8th May 2018] Kim, A. and Davis, K. (2017). Tweens’ perspectives on their parents’ media-related attitudes and rules: an exploratory study in the US. Journal of Children and Media, 11(3). McBroom, E. (2018). Elle Lively McBroom (@elle) • Instagram photos and videos. [online] Instagram.com. Available at: https://www.instagram.com/elle/?hl=en [Accessed 9 May 2018]. Mintel (2018). Fashion retailers shine the light on childrenswear - 27th February 2018. Childrenswear. [online] Mintel. Available at: http://academic.mintel.com/display/884769/?highlight [Accessed 7 May 2018]. Mintel (2016). Childrenswear - UK - November 2016. [online] Mintel. Available at: http://academic.mintel.com/display/748842/# [Accessed 5 May 2018]. Mintel (2017). Parents (and social media) boost luxury kidswear market. [online] Mintel. Available at: http://academic.mintel.com/display/869453/?highlight [Accessed 8 May 2018]. Petter, O. (2017). Instagram stars make more money from one post than most people do in a week. [online] The Independent. Available at: https://www.independent.co.uk/life-style/instagram-influencers-how-much-money-earn-income-commission-a7952701.html [Accessed 17 May 2018]. Posner, H. (2015). Marketing fashion. 2nd ed. London: Laurence King Publishing LTD, p.178. Raymond, M. (2014). The trend forecaster’s handbook. London: Laurence King Publishing. Rose, E. (2018). Everleigh Rose (@everleighrose) • Instagram photos and videos. [online] Instagram.com. Available at: https://www.instagram.com/everleighrose/ [Accessed 11 May 2018].
32
Tansel, U. (2017). Childrenswear: A Key Driver for the Global Licensing Industry. [online] Euromonitor International Blog. Available at: https://blog.euromonitor.com/2017/04/childrenswear-a-key-driver-for-the-global-licensing-industry.html [Accessed 12 May 2018]. Valkenburg, P., & Piotrowski, J. (2017). YOUTH AND MEDIA. In Plugged In: How Media Attract and Affect Youth (pp. 1-9). New Haven; London: Yale University Press. Retrieved from http://www.jstor.org/stable/j.ctt1n2tvjd.4 WGSN (2017). Long Tall Sally offers new twist with latest campaign as kids become stylists. [online] WGSN. Available at: https://www-wgsn-com.ntu.idm.oclc.org/news/long-tall-sally-offers-new-twist-with-latest-campaign-askids-become-stylists/ [Accessed 10 May 2018]. Wildflower, L. (2017). Overstepping privacy boundaries- parents creating social media accounts for their children. [Blog] Life as a Wildflower. Available at: https://lifeasawildflower.com/2017/07/13/overstepping-the-privacy-boundaries-parents-who-create-instagram-accounts-for-their-children/ [Accessed 16 May 2018].
appendix 1 & 2
Consent for proposal 1 interview & Diffusion of innovation
APPENDIX 3 & 4
ANSOFF MATRIX & LOYALTY LOOP
33
appendix 5
Interviews & Consent for proposal two
I: Interviewer P: Participent
Zoe Brice interviewing Natasha Mitchelmore 16th May 2018
I: Do you put images of your children on social media? P: Yes I: If so what social media accounts do you do this on? P: Facebook, instagram I: What are your initial thoughts on these two Instagram accounts? P: The kids look cute and happy enough, however they make me a little uncomfortable as some of the pictures show unnatural posses and I don’t like the fact that they are written in the first person, these children would not be saying these things! I: Do you think that parents creating accounts for their child will have a negative or positive effect as the child grows up? P: Depends on the child and postings made, but in general believe what is posted should always be with the consent of the subject regardless of their age. Once something is is posted it is there for ever! It could also mean the child is stereotyped into being a certain way and early postings of these model like poses could lead to more provocative posses as they age!! I: would you ever create an account on behalf of your young child? P: NO I: As a parent, on a scale of 1 to 10 would you say you are aware of the impact that social media could have on your child in the future? P: 9 - based primarily on the awareness I have gained through working at school rather than knowledge I’ve received or found as a parent!
34
appendix 6 Interviews & Consent for proposal two I: Interviewer P: Participent
Zoe Brice interviewing Louise Burt 16th May 2018
I: Do you put images of your children on social media? P: Yes. I like that family can see pics of the kids that I wouldn’t remember to show them otherwise I: If so what social media accounts do you do this on? P: Facebook and we use snap chat about to send pics between family and friends I: What are your initial thoughts on these two Instagram accounts? P: I think it’s a bit much, I don’t see any need for it personally and I don’t really think kids should be ‘made up’, kids should be kids and not feel any pressure to look a certain way I: Do you think that parents creating accounts for their child will have a negative or positive effect as the child grows up? P: It probably will have a negative affect, they will feel the pressure to look a certain way all the time, they may feel it’s expected of them to look a certain way. I: would you ever create an account on behalf of your young child? P: No, I’m dreading when the kids are old enough to use social media, it will open a whole new can of worms and sadly more negative than positive will probably come of it. I: As a parent, on a scale of 1 to 10 would you say you are aware of the impact that social media could have on your child in the future? P: 8, I know it will have a big impact but social media is changing all the time so I’m not fully up to speed with what kids are doing on social media now or how they use it so I need to get more clued up on it so I can keep a close eye on it!
35
appendix 7
Interviews & Consent for proposal two
I: Interviewer P: Participent
Zoe Brice interviewing Tracey Lovell 16th May 2018
I: Do you put images of your children on social media? P: Yes but not often. I: If so what social media accounts do you do this on? P: Only Facebook with close friends I: What are your initial thoughts on these two Instagram accounts? P: Honestly really don’t like them. I: Do you think that parents creating accounts for their child will have a negative or positive effect as the child grows up? P: For me it’s negative. It is creating a false character for your child that isn’t really them. They may grow up to feel the pressure to conform to this or have to present themselves to the world. They may choose to take a different avenue in life in a professional role that may mean the employer will get a false impression of them. Also taking so many photos and images of yourself I think can lead to being quite obsessive and super critical if there looks and therefore could effect there mental health. I: would you ever create an account on behalf of your young child? P: I’d like to think I would never do this for my child. I: As a parent, on a scale of 1 to 10 would you say you are aware of the impact that social media could have on your child in the future? P: I’m totally aware on the effects of social media in general as an impact on them but as too the latest stuff , rules etc then no. I have no interest however I’m relying on you to tell them!!!!
36
Purpose
See what visuals they are drawn too. To get their point of view Whether they are on board with my potential outcome ideas.
To get the parents point of view on this topic. A survey to reach out to the parent of the consumer that I am aiming at.
Search for my target consumer, who may be hard to reach in person online. Through platforms such as Instagram, where profiles can reveal a lot about a person.
To get a first hand opinion from somebody in the company on how their children swear section works.
See what visuals they are drawn too. To get their point of view Whether they are on board with my potential outcome ideas.
Method
Focus Group Children between the ages of 11-16
Survey
Netography
Interview with a designer from a store who stocks childrenswear ie Next
Interview with a 11-16 year old
Personal, helps to understand my target market. One to one communication, the consumer feels like their thoughts are valued. Detailed and in depth answers.
Insights that I would not be able to get through secondary research. An insiders point of view is very valuable.
To get a better understanding of what my consumer is interested in, who they follow, where they go the visuals that they are exposed too.
Another opinion and point of view to be used. Parents at that age still have quite a bit involvement with their children so its essential they are also on board with the idea.
Group communication System one thinking, no time to consider/ be influenced on their answer. Could raise counter arguments, due to people in the group potentially having different opinions.
strengths
N/A
N/A
N/A
Outcome
Only one point of view, no one to bounce off off. Could need more ideas to spark a conversation. They may be shy. Again needs parents permission.
A few great insights which confirms that I am heading in the right direction for my dissertation. Most answers in line with my project plans.
Trying to successfully reach a person N/A who is willing to talk to me and answer my questions. May take time and persistence.
The issue of whether what is being portrayed on social media is real or not. People only post the best parts of their lives and it could be staged, so not a true insight.
Parents could contradict the view of the child ect. Due to more points of view I could easily go off topic by accident.
Getting permission to talk to this age group as they are classed as minors, so would need to talk to parents and get their consent act. Its not a quick and easy form of primary research. In a group scenario its easy to go off track and not get everyone heard.
weakness
appendix 8 Methology table for proposal one:
37
Purpose See what visuals they are drawn too. To get their point of view Whether they are on board with my potential outcome ideas.
To get the parents point of view on this topic. A survey to reach out to the parent as a consumer.
Look into more mini influencer accounts, analyse their following, captions likes ect.
To get their views on ‘Mini Influencers’ and social media as a whole. The personal views on their beliefs and what they do with their own children, highlighting positives and negatives.
Method
Focus Group Parents with young and adult children
Survey
Netography
Interviews with Parents
Personal, helps to understand my target market. One to one communication, the consumer feels like their thoughts are valued. Detailed and in depth answers.
To get a better understanding of how parents are using social media to present their child, the positives and negatives.
To find out how much parents know about social media, the awareness of the impacts, rules and regulations ect. Quick and easy to do.
Group communication System one thinking, no time to consider/ be influenced on their answer. Could raise counter arguments, due to people in the group potentially having different opinions.
strengths
Only one point of view, no one to bounce off off. Could need more ideas to spark a conversation.
The issue of whether what is being portrayed on social media is real or not. People only post the best parts of their lives and it could be staged, so not a true insight.
Parents could contradict the view of the child ect. Due to more points of view I could easily go off topic by accident.
Parents have busy lives and lots of commitment. Its not a quick and easy form of primary research. In a group scenario its easy to go off track and not get everyone heard.
weakness
A few great insights which confirms that I am heading in the right direction for my outcome based on mini influencers. Parents do feel out of the loop and this needs to be changed
N/A
N/A
N/A
Outcome
appendix 9 Methology table for proposal two:
38
appendix 10
ntu guest lecture on buyer behaviour : Dr Nicki Newman
39
40