eVa extended promotion plan
2
contents 5 the6 big idea & background Who are we?
7
Usp's
concept 8 creative 10
Inspiration behind the brand & campaigns
12 14 16 17 18
The photoshoot Adapting to different seasons, Summer & Winter Marketing Funnel Brand Onion Triggers & barriers
plan 19 execution 20
12 month timeline
22 Magazine advertisment 23 Working with Vloggers 24 Collaboration with the designers of Kate Spade 25 International Women’s Day & Snapchat 27 One for one scheme for Days for Girls 28 Festival freebees
‘98% of women
'with recent campaigns focusing on empowerment as a theme' - Mintel, April 2016
‘Natural
ingredients
remain a top priority, responding
to
the
year-on-year growth that
the
natural
personal-care market has seen over the last six years’ - WGSM May 2016
do
not
know
what ingredients are
in
their
feminine hygiene products’ -Feminine care survey 2016
'A guide book would be helpful for more info around the topic of feminine hygiene' - Feminine care survey 2016
intro
Feminine hygiene market has seen ‘steady growth in value in recent years’, according to Mintel (March 2016). Professionals in the fragrance industry have said that the natural ingredients are becoming are becoming more popular within the market due to consumers being concerned with their health. While we found these as our initial research as a team, we looked further into the subject matter and it was apparent that there was a need for a feminine hygiene brand that promotes honesty and confidents. I will be explaining how Eva can adapt throughout the year considering creative concept and promotional techniques within a 12 month timeline.
eVa
who are we ?
We are an all-natural feminine hygiene brand that aims to make all girls feel comfortable and knowledgeable about their intimate areas. By being honest about what ingredients our product contains and communicating this in an effective way, we can build a relationship with our consumer by being there for them every step of the way through their feminine hygiene journey. Our target consumer is mothers who have daughters ages 11-16 years old. They are health conscious and believe that quality is more important than price. They will be the consumer who is buying our eva box but for their daughter.
6
big idea
USP's
1
All Natural feminine hygiene products
consumer profile
2
Subscription box with a home remedy guidebook
3
Promoting honesty and confidence
7
creative concept
9
When considering our creative concept we wanted something that was simple and straight to the point. Honesty being a main brand value, we needed to incorporate this in some form. Prue stent, a 22 year old Australian photographer, was someone who gave us our starting point. The themes of her recent work centre around femininity and the struggle of identity that women have. She describes her work as ‘something familiar that meets something really weird and confronting’ but it is very open. Her Pink series is one that really grasped my attention. I think it is honest with a hint of playfulness, exactly what we want our campaign to incorporate. Although toning this down slightly for our consumer is necessary as it doesn’t quite link.
10
creative concept
Due to natural ingredients being a big aspects of our brand, and something that makes us different from other feminine hygiene products, we really needed to incorporate this aspect into it. Looking at flat lays we took inspiration from the visual aesthetics of them. Incorporating both, flat lays and Prue stent’s photography, we came up with our creative concept. Using our brand colours was something we wanted to use initially however once painting them we reconsidered this as it didn’t fit in with the natural and delicate aesthetics of the photographs we produced. To adapt Prue Stents photography to my consumer, we need to tone it down slightly adding an innocence and sensitivity into the
campaign. We gathered inspiration from artists, found on pinterest, who incorporated mixed media art especially photography and illustration. This added an innocent impression into our campaign, something that is important due to our target consumer being girls ages 12-16 years old.
Fig 3 - Inspiration moodboard, Zoe Pullinger (2016)
creative concept
11
12 Fig 4 - Photshoot moodboard, Zoe Pullinger (2016)
14
creative concept
summer & winter
When considering different seasons, we will adapt the creative concept slightly to cater to the different times of year. It is still important that it is cohesive with the brand ‘whether a customer is using a product, talking to a service representative, or making a purchase on his iPhone, the brand should feel familiar’ (Designing brand identity: An essential guide for the whole branding team 2012). Both our summer and winter campaigns will include natural ingredients but throughout the year the scents used will change depending on the season. We will incorporate this element into the different campaigns. In summer we will use ingredients that are fresh and light while in winter we will use ingredients like cranberries and cinnamon as they are more appropriate. Each subscription box comes with an extra little surprise, this product will change throughout the year too. Herbal teas and hot chocolate sachets will be given in the colder months from November to February while in warmer months face masks and dried fruit snacks will be given. Fig 5 - Summer & Winter moodboard, Zoe Pullinger (2016)
creative concept
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1 - awareness 2 - consideration 3 - preference 4 - action 5 - loyalty 6 - advocacy Fig 1 - Marketing Funnel, Zoe Pullinger (2016)
marketing funnel
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creative concept
1
Target consumer is made aware of Eva through word of mouth of a new feminine hygiene brand on the market
2
Target consumer researches product to find out more, looking at website, blogs and social media channels while comparing the brand to competitors
3
Through the research that the consumer has conducted, they make a note of which product is best for them
4
Consumer subscribe to Eva on our website
5
Consumer likes Eva on social media - so they can follow us on our journey while we help them on theirs
6
Once recieve the box they continue to subscripe as they realised that Eva is there to help them
brand onion As a brand we have a caring and encouraging personality, like a best friend! A brand which you can turn to if you are having any problems. This is why our box contains a booklet to give you a helping hand whenever you need it.
personality Encouraging
Comforting
values A brand you can come to Caring A brand you can come to
essence
Subscription - easy to recieve
All Natural Feminine Hygiene Brand
Calm
Here to help Healthy
Friendly
brand onion
A personal touch
Encourage confidents Confident
A best friend
Fig 2 - Brand Onion, Zoe Pullinger (2016)
creative concept
17
triggers
Wanting to feel more comfortable
Feminine hygiene market is growing
Rise in feminism has increased the talking point around periods and the vagina People are ignorant and don’t know that some products are bad for you Taboo subject Embaressing subject for teenagers
barriers Fig 6 - Triggers & Barriers, Zoe Pullinger (2016)
triggers & barriers Every brand has triggers and barriers that bring conversation away and to the brand. Triggers are the subjects that surround your brand, a talking point. While barriers are what deters someone talking about your brand. This is where brands consider what they can do to overcome barriers and enhance the trigger opportunity. Being a feminine hygiene brand there are quite a few barriers that cause conversation away from our brand and very few triggers. Taking these into consideration we have created an execution plan so that these can be overcome and the consumers thought process can adapt.
18
creative concept
campaign execution plan
19
Dec Jan
collaboration
Nov Oct
working with vloggers
teen vogue
Sep
launch
Mar
international womens day
Apr
ms magazine
May
one for one
Jun
festival freebees latitude
Aug
festival freebees v festival Fig 7 - Promotional timeline, Zoe Pullinger (2016)
promotional timeline
Fig 8 - Magazine advert, Zoe Pullinger (2016)
‘
Magazine advertising is most effect form of advertising relating to cost as it can be highly targeted to the magazine readership - Fashion marketing communication (2015)
magazine advertising Sticking to traditional method of communication we will place the print adverts within magazines such as Stylist, Ms Magazine and Women’s Health to target mothers. Stylist magazine is a ‘freemium’ weekly magazine that is handed out on the street in big cities in the UK, this is ideal for my consumer as can reach them while they are commuting to work. Using Ms Magazine and Women’s Health will create a contact point specifically with our consumer due to them being feminist supporters and health conscious.
Fig 9 - Ms Magazine
22
execution
To target our teen audience we will place our print advert within magazines such as Teen Vogue and Elle Girl, these magazines target the ages 14 - 15 years old as beauty and body image is an important factor in such magazines (Fashion marketing communication 2015). To post in these magazines we will have to have high profile so this will not be done until after our collaboration with designers in December.
working with vloggers to prove eva is better Eva’s products are better for your intimate areas than our competitors, as we use natural ingredients that benefit your body. But how do our consumers know this without proving it to them? In a survey we conducted, 98% of females didn’t know what were in the feminine hygiene products they were using. A lot of people do not know what is bad for them until they are shown it. Who knew that Always pads produced black smoke when burnt without shares across social media and 97,230 views. ‘Shock shouts louder than anything else in the visual cacophony of the street. Shock startles. It creates debate…provoking media coverage that further spreads the message; they make news’ (The A-Z of visual ideas 2011). Once the brand is launched we need to prove this to our consumers so that they can trust every word we are saying. Vloggers are shown to be key influencers on teens and tweens (Mintel 2015). By partnering up with a Vlogger, we can open a gateway into reaching our audience. This does not just promote Eva as a brand but it gives us credibility as ’Blogs don’t have boards of directors, publishing houses, or high costs to answer to, so they can be trusted’ (Fashion Promotion in Practice 2016). If you open Facebook today, you will open a page filled with shared photographs and videos. According to Zephoria a digital marketing agency, the Like and Share Buttons are viewed across almost 10 million websites daily, on average (May 2016). This is something we can use to our advantage. By endorsing a Vlogger to incorporate it into one of their videos, teens will watch it and start off a chain of events. It is then shown to their parents which later will be shared on Facebook. ‘Human nature to find pleasure in being the first to know about something new, funny, interesting or secret. The desire to share this knowledge with friends follows naturally’ (The A-Z of visual ideas)
‘
Fig 10 - Always pad burning
Shock shouts louder than anything else in visual cacophony of the street. It startles. - The A-Z of Visual Ideas (2011)
Fig 11 - Lady filming
execution
23
‘
Work with talented people to create something that will be of compelling benefit to the customer - An essential guide for the whole branding team (2012)
collaboration Fig 12 - DVF Gambettes box
Fig 13 - Kate Spade wallpaper Fig 14 - Kate Spade flatlay
Promoting a taboo subject can be tricky. It is a sensitive topic which is usually avoided in conversation especially with teenagers as it is seen as embarrassing. A solution to this problem would be to collaborate with a designer, ‘fashion collaborations are a simple effective way of adding quirkiness and “cool,” factor’ (Fashion promotion in practice 2016). Using the right designer is key. ‘Collaboration projects can also bring together designers that have the same principles about issues’ such as ethical considerations or supporting a similar charity (Fashion Marketing Communication 2012). However using the wrong designer can cause problems within the business if the designer doesn’t fit our brand, causing alienation to existing customers (Fashion Marketing 2015). When conducting some primary research we found that 73% of females believed working with a designer could make a feminine hygiene product seem more fashionable and desirable. Fashion designers can’t get enough of “Femvertising” according to Teen Vogue as the empowerment of women is a trend that generates a lot of revenue (Teen Vogue 2016). By working with designers like Stella McCartney or Diane Von Furstenburg, who have built their careers on female empowerment. However Kate Spade New York is the designer we have chosen to collaborate with. They have previously supported women in other countries with their ‘On Purpose’ programme which empowers women through trade. Kate Spade’s designs are ideal to attract our teenage audience as they are full of crisp colours, graphic prints that include a playful but sophisticated tone. By doing this we can enhance both brands merging their strengths together to accomplish something unique and that would not be achievable on their own.
24
execution
‘
Advertising and marketing companies are increasingly exploring new grass-roots methods of communication. Innovative street-level interruptions to our daily lives can provoke epidemic of word-ofmouth recommendations - The a-z of visual ideas (2011)
25 Fig 15 - Projection moodboard, Zoe Pullinger (2016)
Fig 16 - Google International womens day
international womens day, projections & snapchat International women day celebrates the achievements of women all around the world, politically to socially while promoting gender equality. Even though it initially started in 1908, in recent years it has been celebrated more due to the rise of feminism. This is a perfect opportunity to promote our brand, due to it relating to our brand values. Instead of using a traditional method of promotion we have decided to use an alternative communication tool as ‘traditional slots become increasingly ineffective, new and unexpected spaces can be found that convert messages in different and more exciting ways (The a-z of visual ideas, 2011). Projecting our campaign onto iconic building in London will attract attention to the brand. This will capture the audiences imagination and be placed in their memory while ‘traditional placed messaged know you are trying to tell, or sell, something but in a new venue it sneaks up on
them’ (The a-z of visual ideas 2011) This was used for one of the anniversaries of the end of World War II, still and moving image was projected on buildings as gigantic screens. Alongside this, we will work with Snapchat to create a live story and filter to support international women day. Doing this allows us to engage with a large audience of people and promote our brand Eva. It also started a conversational point, ‘social media has become one of the most important tools for companies…two way communication can be established (Fashion Marketing and Communication 2012). This will reach and connect with a large audience with Snapchat having 100 million daily active users. As of 3rd March 2016, Snapchat have launched shoppable advertising for brands which could also be used within this filter directing people straight to the product.
Fig 17 - Snapchat logo
26
execution
Fig 18 - Toms insole
Fig 19 - Days for girls logo
‘Making a difference has become essential to building a brand…The triple line - People, Planet, profit - is a new business model that represents a fundamental shift in how businesses measure success’ (Design brand identity : An essential guide for the whole branding team 2012). Working along side a charity fits in with Eva as it is all about caring for our consumers. ‘It’s crucial to work with real charities who are ‘on brand’ and share similar values to yours’ (Fashion promotion in practice 2016). This is why Days for Girls organisation is perfect to collaborate with. Women in third world countries lose 60 days each year because they don’t have access to quality feminine hygiene resources. Their vision is for ‘every girl and women in the world with ready,
feasible access to quality, sustainable hygiene and health education by 2022’ (Days for Girls 2016). Their feminine hygiene kits are donated to girls around the world giving them back up to 6 months of their life with 3 years of use. We will design kits for the organisation that fits with our brand aesthetics, for example changing the colour to lavender, green and brown while adding our shower gels into the pack. For each Eva box that is sold, we will give one to a girl in need. TOMS Shoes, Inc has become recognised internationally for helping a person in need with a purchase of their product by creating a ‘one for one’ scheme. This is what we will be doing for a month over May in relation to International women health week.
one for one scheme
Fig 20 - Days for girls bags
execution
27
festival freebees
Fig 21 - Showers
Teenagers have to have regular interaction with brand to stay engaged. As we believe that collaboration will benefit our brand the novelty of it may wear off after a period of time. ‘The UK live music industry has continued to grow during the past five years’ (Mintel August 2015). Festivals are constantly happening throughout May, June, July and August. This is an opportunity for our brand to connect with our younger audience of teens and occasionally mothers.
Fig 22 - Festival hand outs
Fig 23 - V festival
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execution
Live Nation Entertainment is the dominant player in the UK live music industry (Mintel August 2015) these events include Wireless, V Festival and Latitude. From primary research the demographic at Latitude is mainly teenagers and families which reaches both demographics that I am targeting. V Festival on the other hand has a younger audience, mainly teenagers (Festival trip June and August 2015). By Eva sponsoring the showers at Latitude and V Festival, it will reach both teenagers, mothers and families. Handing out free samples of our shower gels on the shower entrances and wipes on the way out so that they continue to use our product throughout the weekend.
Fig 24 - Latitude
final thoughts After the first year is up, we hope that Eva will have a following of young people and strongly supported by mothers . Aiming to break down those barriers and bring a conversational point to the subject surrounding feminine hygiene. We shall continue to work with designers and artists so that we can build a strong bond with our teenage consumer. Caring is a prominent attribute within our brand, so we shall carry this on by supporting numerous charities and trying to take a stand. As we go through our journey we want to help others on theirs too, supporting charities that assists females to get the best feminine hygiene care that they deserves.
final thoughts
29
Illustrations
1 Own Work. Marketing Funnel (2016) 2 Own Work. Brand Onion (2016) 3 Own Work. Inspiration moodboard (2016) 4 Own Work. Photoshoot moodboard (2016) 5 Own Work. Summer & Winter moodboard (2016) 6 Own Work. Triggers & Barriers (2016) 7 Own Work. Promotional Timeline (2016) 8 Own Work. Magazine Advertising (2016) 9 Ms. Magazine. summer 2015 Amy Shumer. Available at: http://www.worldwidenewsonline.com/womensinterests/ms-magazine-summer-2015-amy-shumer.html (Accessed: 26 May 2016). 10 Always Pad Burning. Inc, A. (2013) Conventional feminine hygiene products: A women’s issue with toxic implications. Available at: http://naturallysavvy.com/care/conventional-feminine-hygiene-products-a-womensissue-with-toxic-implications (Accessed: 26 May 2016). 11 Lady Filming. Stepfanie (2012) 4 ways to make Vlogging A breeze. Available at: http://www.socialmoms.com/ tech/4-ways-vlogging-breeze/ (Accessed: 27 May 2016). 12 DVF Gambettes Box. JanisEnSucre (2014) La Gambettes box – Octobre 2014 (collaboration avec Diane von Furstenberg). Available at: http://janisensucre.com/2014/10/la-gambettes-box-octobre-2014-collaborationavec-diane-von-furstenberg/ (Accessed: 26 May 2016) 13 Kate Spade Wallpaper. Britta (Unknown date) Available at: http://seetheforestforthetrees.tumblr.com/ post/22663802594 (Accessed: 26 May 2016). 14 Kate Spade Flatlay. Shoptagr (2015) Kate-Spade-Giveaway. Available at: http://blog.shoptagr.com/150-katespade-giveaway/kate-spade-wallpaper/ (Accessed: 26 May 2016). 15 Own Work. Projection Moodboard (2016) 16 Google International Womens Day. Imgur (Unknown date) International women’s day 2016 Google Doodle. Available at: http://imgur.com/gallery/9ESKc97 (Accessed: 25 May 2016). 17 Snapchat Logo. Navarro, A. (2016) Snapchat’s newest update will finally allow you to Slo-Mo your videos. Available at: http://www.teenvogue.com/story/snapchat-update-slow-motion-fast-forward-videos (Accessed: 25 May 2016). 18 Toms insole. Patrick (2011) TOMS. Available at: http://www.thats-pat.com/?p=536 (Accessed: 27 May 2016). 19 Days for girls logo. Days for girls international | sustainable feminine hygiene (Unknown date) Available at: http:// www.daysforgirls.org (Accessed: 27 May 2016). 20 Days for girls bags. Doyle, J. (2016) Changing the lives of women -. Available at: http://www.rotarygbi.org/ changing-lives-women/ (Accessed: 27 May 2016). 21 Showers. Posted (2011) U2, the Wombles and us! Available at: https://organicenergy.wordpress.com/2011/06/21/ u2-the-wombles-and-us/ (Accessed: 27 May 2016). 22 Johannsen, F. (2015) Electronic beats Available at: http://www.electronicbeats.net/feed/watch-a-live-streamof-sziget-festival/ (Accessed: 25 May 2016). 23V festival (Unknown date) Available at: http://lovethatmag.com/wp-content/uploads/2016/02/V-Festival-show. jpg (Accessed: 27 May 2016). 24 Latitude. Latitude festival 2016 (2016) Available at: https://norwichartscentre.co.uk/events/latitudefestival-2016/ (Accessed: 27 May 2016).
30
illustrations
References Bailey, E. (2016) Brands To Watch – Cosmoprof Bologna 2016. Available at: wgsm.com (Accessed: 17 May 2016). Clark-Martin, S. (2016) Extend your message [Guest lecture at Nottingham Trent University] 12 May. Cope, J. and Maloney, D. (2016) Fashion promotion in practice. United Kingdom: Bloomsbury Academic. Days for girls international | sustainable feminine hygiene (no date) Available at: http://www.daysforgirls.org (Accessed: 21 May 2016). Ingledew, J. (2011) The a-z of visual ideas: How to solve any creative brief. London: Laurence King Publishing. International women’s day (2016) Available at: https://www.internationalwomensday.com (Accessed: 21 May 2016). Khanom, R. (2016) Feminine Hygiene and sanitary protection products. Available at: academic.mintel.com (Accessed: 19 May 2016). Kokshanian, R. (2014) Shop for a cause: Kate Spade’s new collection creates jobs for women in Rwanda. Available at: http://www.instyle.com/news/shop-cause-kate-spades-new-collection-creates-jobs-women-rwanda (Accessed: 22 May 2016). Kurze, C. (Unknown date) Pink by Prue Stent. Available at: http://www.ignant.de/2014/11/11/pink-by-prue-stent/ (Accessed: 20 May). Lea-Greenwood, G. (2013) Fashion Marketing Communications. United Kingdom: Blackwell Publishing McGrath, R. (2015) Teens’ and Tween’s Technology Usage. Available at: academic.mintel.com (Accessed: 20 May 2016). nc, A. (2013) Conventional feminine hygiene products: A women’s issue with toxic implications. Available at: http:// naturallysavvy.com/care/conventional-feminine-hygiene-products-a-womens-issue-with-toxic-implications (Accessed: 22 May 2016). Posner, H. (2011) Marketing Fashion. London: Laurence King Pub. Pullinger, Z (2016) Fragrance survey - Feminine care [Online Survey] surveymonkey.co.uk Pullinger, Z (2016) Where do brands connect with you? [Online Survey] surveymonkey.co.uk Sharkey, L. (2014) Go pink this month: Fashionable ways to support breast cancer awareness. Available at: http:// www.independent.co.uk/life-style/fashion/features/go-pink-this-month-designers-and-retailers-in-support-ofbreast-cancer-awareness-9767254.html (Accessed: 22 May 2016). TOMS (2011) TOMS: One for One. Available at: http://www.toms.co.uk/improving-lives (Accessed: 21 May 2016). Twins, T.T. (Unknown date) 12 clothing brands perfect for wearing your feminism on your sleeve. Available at: http://www.teenvogue.com/gallery/feminist-clothing-brands-2016 (Accessed: 22 May 2016). Wheeler, A. (2012) Designing brand identity: An essential guide for the whole branding team. 4th edn. United States: John Wiley & Sons Canada. Winterson, C. (2015) Prue Stent’s photos are dreamy, gruesome, and beautiful | VICE | United Kingdom. Available at: http://www.vice.com/en_uk/read/prue-stents-beauty-is-dreamy-and-gruesome (Accessed: 20 May 2016).
references
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Bibliography Allwood, E.H. and Dazed (2015) The feminists leading an ethical fashion revolution. Available at: http://www. dazeddigital.com/fashion/article/28443/1/the-feminists-leading-an-ethical-fashion-revolution (Accessed: 22 May 2016). Bailey, E. (2016) Brands To Watch – Cosmoprof Bologna 2016. Available at: wgsm.com (Accessed: 17 May 2016). Bergström, B. and Bergstrom, B. (2008) Essentials of visual communication. London: Laurence King Publishing. Clark-Martin, S. (2016) Extend your message [Guest lecture at Nottingham Trent University] 12 May. Cope, J. and Maloney, D. (2016) Fashion promotion in practice. United Kingdom: Bloomsbury Academic. Crow, D. (2010) Visible signs: An introduction to semiotics in the visual arts (2nd edition) (required reading range). 2nd edn. Lausanne: AVA Publishing SA. Days for girls international | sustainable feminine hygiene (no date) Available at: http://www.daysforgirls.org (Accessed: 21 May 2016). Fisher, L.A. and Kosin, J. (2016) 25 inspiring women who changed the face of feminism. Available at: http://www. harpersbazaar.com/culture/features/g4201/famous-feminists-throughout-history/ (Accessed: 22 May 2016). GirlTalkHQ (2015) Emma Watson Grills fashion designers on feminism & gender equality. Available at: http:// girltalkhq.com/emma-watson-grills-fashion-designers-on-feminism-gender-equality/ (Accessed: 22 May 2016). Ingledew, J. (2011) The a-z of visual ideas: How to solve any creative brief. London: Laurence King Publishing. International women’s day (2016) Available at: https://www.internationalwomensday.com (Accessed: 21 May 2016). Khanom, R. (2016) Feminine Hygiene and sanitary protection products. Available at: academic.mintel.com (Accessed: 19 May 2016). Kokshanian, R. (2014) Shop for a cause: Kate Spade’s new collection creates jobs for women in Rwanda. Available at: http://www.instyle.com/news/shop-cause-kate-spades-new-collection-creates-jobs-women-rwanda (Accessed: 22 May 2016). Kurze, C. (Unknown date) Pink by Prue Stent. Available at: http://www.ignant.de/2014/11/11/pink-by-prue-stent/ (Accessed: 20 May). Lea-Greenwood, G. (2013) Fashion Marketing Communications. United Kingdom: Blackwell Publishing Ltd, C.N.P. (2016) MIND BLOWN: Forbes reveals the 10 richest vloggers. Available at: http://www.glamourmagazine. co.uk/news/celebrity/2015/10/19/10-richest-youtube-vloggers-according-to-forbes (Accessed: 3 June 2016). McGrath, R. (2015) Teens’ and Tween’s Technology Usage. Available at: academic.mintel.com (Accessed: 20 May 2016). Millman, D. and Design, R.C. (2012) Brand bible: The complete guide to building, designing, and sustaining brands. United States: Rockport Publishers. nc, A. (2013) Conventional feminine hygiene products: A women’s issue with toxic implications. Available at: http:// naturallysavvy.com/care/conventional-feminine-hygiene-products-a-womens-issue-with-toxic-implications (Accessed: 22 May 2016).
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Posner, H. (2011) Marketing Fashion. London: Laurence King Pub. Pullinger, Z (2016) Fragrance survey - Feminine care [Online Survey] surveymonkey.co.uk Pullinger, Z (2016) Where do brands connect with you? [Online Survey] surveymonkey.co.uk Sharkey, L. (2014) Go pink this month: Fashionable ways to support breast cancer awareness. Available at: http:// www.independent.co.uk/life-style/fashion/features/go-pink-this-month-designers-and-retailers-in-support-ofbreast-cancer-awareness-9767254.html (Accessed: 22 May 2016). Sheridan, J. (2010) Fashion, media, promotion: The new black magic. Ames, IA: John Wiley & Sons. Singer, O. and AnOther (2015) Sacai: A brand of feminist empowerment. Available at: http://www.anothermag.com/ fashion-beauty/7448/sacai-a-brand-of-feminist-empowerment (Accessed: 22 May 2016). Smith, P.R., Zook, Z. and Taylor, J. (2011) Marketing communications: Integrating offline and online with social media. 5th edn. Philadelphia, PA: Kogan Page. TOMS (2011) TOMS: One for One. Available at: http://www.toms.co.uk/improving-lives (Accessed: 21 May 2016). Twins, T.T. (Unknown date) 12 clothing brands perfect for wearing your feminism on your sleeve. Available at: http://www.teenvogue.com/gallery/feminist-clothing-brands-2016 (Accessed: 22 May 2016). Wheeler, A. (2012) Designing brand identity: An essential guide for the whole branding team. 4th edn. United States: John Wiley & Sons Canada. Winterson, C. (2015) Prue Stent’s photos are dreamy, gruesome, and beautiful | VICE | United Kingdom. Available at: http://www.vice.com/en_uk/read/prue-stents-beauty-is-dreamy-and-gruesome (Accessed: 20 May 2016). Young, C. (no date) Quote of the day. Available at: http://www.forbes.com/forbes/welcome/ (Accessed: 21 May 2016).
bibliography
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Appendix
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appendix
35
Zoe Pullinger - N0628371 Creative Networks
Fashion Communication & Promotion