The Mad Hatters Marketing Report.

the mad hatters marketing report shopthemadhatters.weebly.com

alice pollington 1

contents

fig 2 own image 2

4 executive summary

6 industry situation/macro environment

10 value chain

12 Competitive situation

14 twinks burnett swot analysis

16 wild thing swot analysis

18 consumer analysis - market research

20 the mad hatters consumer profile

22 core consumer

24 brand positioning map

26 my market place

27 rogers diffusion of innovation

28 brand analysis

30 detailed Brand analysis

34 the mad hatters swot

36 the mad hatters brand onion

38 integrated promotional/marketing strategy

40 conclusion

42 figures

44 bibliography

46 appendices 3

executive summary

The objective for this unit is to create a fashion brand, aimed at festival goers, which fills a gap in the current UK summer festival market, but is expandable internationally and to other special occasions to ensure a steady sales base.

This report outlines how the concept for “ The Mad Hatters� brand was established based on research into competitors and the current festival scene/ marketplace. I aim to make sure consumers have a fresh and exciting new brand to match their lifestyle and have created complementary marketing material.

A fully developed business plan is presented ready to trial the business on the UK festival circuit in Summer 2017.

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fig 3 own image

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industry situation/macro environment

introduction to pestle Jackson Shaw in ‘Mastering Fashion Marketing’ uses a pestle analysis to identify what forces are relevant and how they impact upon the organisation.

Using a PESTLE framework (political, environmental, sociological, technological, legal and economic)) I was able to understand where the threats and opportunities were in creating a unique brand.

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political Music festivals originated in the 1960s with laid back festival goers living a hippie lifestyle and a “left wing” political vibe.

Ethnic clothing has sold well at these festivals for decades reflecting hippy values, such as equality, freedom, sharing of wealth, peace and love. This market however is saturated.

Whilst young people are becoming more political, perhaps as a result of Trump and Brexit re-politicising the young Mad Hatters will position itself as a fun product to forget politics!

Environmental: Festivals are held on temporary sites with masses of people crowding stalls.

Tradesmen must protect their products from the weather and theft.

Consumers at festivals generally camp on crowded sites and are effected by poor washing, toilet and hygiene problems.

Looking good and carefree must be made easy the fashion conscious festival goer!

(sociological)

technological

Festivals are a coming of age experience, where young people want to identify themselves in a group, there is also lots of different festivals for a range of sub cultures. Festivals are an easy way to meet like minded people. They are also a form of escapism, in this sense, festivals can enhance sex, alcohol and drug culture.

Technology is becoming more relevant at festivals. Most festivals now have ATM machines where consumers can get cash out.. but a lot of stalls a festivals are taking card. There are portable phone chargers to hire and wifi hotspots.

The older generation also attend festivals. More often that not, the older generation want to avoid the young people, so they sleep in nearby B&B’s and instead of standing in the crowd, they bring camping chairs to sit down.

Tradesmen at festivals need to have a fully functioning stall.

Electricity, generators and plug sockets all need to be available on site. A large van is necessary to transport products to every festival and store over night.

There are different types of people at festivals, those who want to stand out, or those who are there for the festival itself and choose practicality over fashion. Hence, The Mad Hatters can choose its market by the festival it sells at!

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legal Tradesmen need to enter an agreement with the organisers for the rights to sell at festivals. This may be a percentage of the turnover or a flat rate pitch rent.

economic Festivals are expensive for consumers. Those attending have already spent a lot of money on the ticket, then food and stalls are expensive. Festivals create a narrow socio economic group. Festival goers can often buy something that they would wear for the weekend and then never wear again.

For tradesmen, the pitches are expensive, the festival season is short, however there is a different festival almost every weekend in the summer.

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PESTLE analysis Conclusion: Festivals create a ready made high concentration of like minded consumers for our brand; a concentration of people likely to be into similar fashion products thus maximising sales potential. However, with high pitch rents and testing conditions for market traders making high turn over is essential.

Given these events only happen in the the U.K. in the short summer months the opportunity is short lived.

Two ways to overcome the problem of short UK season with multiple festivals on the same weekend would be to use market traders to reach the end consumer and expand to the international festival scene once firmly embedded in the U.K.

fig 4 own image 9

value chain

A value chain analysis was used to decide where “the Mad Hatters” should sit within the supply chain to add value and gain access to the largest market.

An analysis of the 20 official fashion stalls at the “End of the road festival” a small 11,000 person UK music festival in Dorset in summer 2016 shows the proportion of vintage, own brand/self made, and multi brand stall holders.

A number of ad hoc traders were also operating selling small numbers of self made accessories.

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The Mad Hatters will design and make product for sale either through web outlets, directly to the general public or more likely wholesale to market traders.

Other U.K. based designer producers are the main competitors for The Mad Hatters, all of whom are competing against the majors that source items to their requirements overseas or the Vintage retailers that sell second hand cloths etc.

Web integrators selling to market traders or the general public can be seen as either competitors or Collaborators. It would benefit The Mad Hatters to form a partnering agreement.

We will look at these three categories in more depth:

fig 5 own image

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Competitive situation I selected “Twinks Burnett” and “Crown and Glory” as examples of UK based designer/ producers, Nomads as a major overseas importer and “Wild Thing”, “Futuristic Lights”, “Mystical Mayhem”, and “Festival Retailer” as online retailer selling other people’s products.

Twinks Burnett and Crown an Glory are both competitors for The Mad Hatters. They are UK based designer/producers for headwear sold through their own site.

niche UK Importers designers

fig 6 Twinks Burnett Specialises in hand made head wear garments for festivals and occasions, custom and bespoke Pieces are also available on request.

Twink’s USP is that she is a “stylist with the ability to tell bold, bright stories through fashion imagery Encapsulating a playful imagination into strong and elegant imagery”.

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fig 8 Nomads:

fig 7 Crown and Glory is a kitsch and alternative, bridal and festival headwear brand.

Their USP is “to create a range of alternative bridal hair accessories, for girls who believe that life’s too short”

Large, successful “fair trade” wholesale retailer. Their USP is organic clothing sourced from India, which follows the ethical fashion guidelines. Whilst Nomads would appeal to the hippy values and lifestyle of many festival goers, The Mad Hatters appeals to the younger, more fashion forward festival goer.

Web based

Integrators

Vintage

fig 10 wild thing

fig 9 Beyond retro is an online retailer selling second hand clothing at an affordable price. Beyond Retro’s USP is that they buy from around the globe, charity shops and recycle the garments. The Mad Hatters still has an element of retro/vintage in the traditional bowler hat style, but it is more alternative and fashion forward.

A web integrator, selling other independent labels and brands from all over the world. Wild Thing’s USP is that it is a wholesaler/integrator/ market place selling “alternative fashion, and clothes which allows you to express yourself and to bring you high quality products which you won’t find on the highstreet”. i aim to collaborate with Web integrators such as ‘wild thing’. It would benefit The Mad Hatters to form a partnering agreement with Wild Thing.

fig 11 Mystical mayhem: online retailer of everything “ethnic” Futuristic lights: online retailer for everything “rave” festivals Festival retailer: online retailer selling everything “festival” direct to the public.

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s

trengths

Strong design aesthetic Handmade pieces Consumers are willing to pay a high price for her products UK based head wear designer/producer selling through her own web site. Â Designs and personally manufactures goods direct to the market in the U.K. Specialises in hand made alternative, crazy, fun headwear garments for festivals and occasions.

Custom and bespoke pieces are also available on request.

Large following on social media Collaborates with wild thing styling for them and also selling through their website.

Uses herself in promotion

w

eaknesses

50 pounds per item aimed at more wealthy women Does not cater for men.

They do not directly sell at festivals.

Niche brand Appeals to a small socio economic group of women not to everyones taste. saturated market, a lot of brands doing the same thing.

o

t

Create a large client base with bespoke pieces

fantastic photography,

pportunities

hreats

professional website

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To sell through third party websites such as wild thing.

styling compliments her aesthetic

Open up doors to style and collaborate with other brands

styling has a vintage appeal, similar to what I want to achieve

To sell at festivals and wedding fairs

The Mad Hatters is a similar brand.

Needs a similar creative and playful style without copying what Twinks is doing and find the gap in the market.

twinks burnett swot analysis

fig 12 own image

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wild thing swot analysis

s

trengths

strengths Integrator Fair trade values - hand made or ethically made . website dedicated to alternative, edgy, stylish and on-trend clothing. eccentric and unique clothing avoid sweatshops and selling mass produced products.

eaknesses

Because the items are hand made and not mass produced, a lot of the garments are expensive. Not all young girls can afford Some items are over 100, pounds which for a festival is not practical in case it gets ruined. target a niche market of alternative girls. Wild Thing is not everyday fashion, it stocks very “out there” garments.

Equal rights values

Not a lot of sizing options clothing is usually a size 8-10, which rules out sales to girls size 12 and above.

feminist values - “strong believers that women can do anything they set out to do”

There are other retailers selling festival clothing for much cheaper prices

Mental Health values Work closely and collaborates with charities ships worldwide strong following on social media.

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w

o

t

to sell with more independent brands.

Only appeals to a small socio economic group - Alternative girls who want to stand out.

pportunities

over 60 different brands stocked on Wild Thing lots of choice for consumer.

Opportunities to grow as a business Also stocks mens clothing - increase sales.

hreats

Some items are not practical, which can decrease sales. too expensive for some young adults not as many sales during the winter period

Gives independent and small designers the opportunity to showcase their work. independent brands will promote wild thing

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Evidence from a sample of 65 people who responded to a bespoke questionnaire on ‘Festival Fashion’ lead to the following key conclusions about my potential end customers.

Whilst 86 percent of women answered the survey fashion, only 14 percent of men answered, indicating that the market for fashion accessories is dominated by women. However, from the survey both men and women of under 30s are willing to spend an average of £80 per month on fashion. There is a desire for a small but significant proportion of young adults to want to stand out from the crowd. 22 percent of respondents wear “crazy and vibrant” or “fancy dress” to festivals.

The survey showed that the over 30s are both less likely to attend festivals and less likely to spend money on what they saw as frivolous fashion items. They were less concerned about their appearance and only spend £0-£20 on clothing a month. As the majority of festival goers are younger this usefully creates a concentration of my target audience.

83 percent of respondents prefer to see/try on before they buy. Supporting comments suggest they generally enjoy browsing market stalls and picking out items to suit their genre. For the average under 30 festival goer the research shows that they are more inclined to choose fashion, over practicality and comfort.

My target group however, are not rich and have a price cap of£30 pounds for items they will use to simply stand out from the crowd.

The research shows that festivals attract a higher proportion of people likely to buy fun items. They are a good place to find like minded fun seeking people who have come out to have a good time and are willing to spend. Festivals stalls provide a positive experience. An average UK festival has a 50,000 audience. My data suggests that my target audience comprises 22 percent of these festival attendees. Hence, if just say 1 percent of my target audience preferred my offering to others and were willing to spend half their budget on a Mad Hatters Hat then I would need to sell 110 items per festival.

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consumer analysis - market research - festival goers

fig 13 own image 19

With inspiration from a pen portrait, a consumer profile was created for The Mad Hatters to describe the consumer categorically so that they can be grouped for marketing and promotion purposes.

the mad hatters consumer profile

STYLE creative unique quirky edgy alternative laid back vintage vibe

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FASHION ‘wild thing’ ‘attitude clothing’ ‘talullahs threads’ ‘dust and dance’ original fashion forward individual unisex vintage inspired

MEDIA

INTERESTS

Facebook Twitter Instagram Pinterest

festivals fashion/costume socialising dance art music travelling shopping

fig 14

CHARACTER

AMBITIONS

LIFESTYLE

creative free spirited youthful positive fun experimental adventurous confident

go with the flow laid back hippie approach to life to travel to experience other cultures to enjoy life to it’s fullest be positive to explore to create to make new friendships

inspire others learn from others laid back stress free spontaneous festivals are a form of escapism rule breaker

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The Mad Hatter’s core consumer is someone who has a positive outlook on life, is willing to take risks and experiment with their style. They use dressing up in outgoing clothing as an escapism from everyday life. they allow themselves to not take life too seriously and have a sense of humour.

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core consumer

fig 15

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fig 16

high price twinks burnett

WILD THING

Nomads

MANTRA

high quality

low quality

STRIPEY SHEEP Futuristic lights

BEYOND RETRO

The mad hatters CROWN AND GLORY

festival retailer

Mystical Mayhem

low price 24

brand positioning map

according to Harriet Posner in ‘marketing for fashion’ to find a gap in the market the next step is to create a ‘brand positioning map” this is used to pin point the brand in comparison to its competitors to see where it stands within the market.

As you can see from fig 16, there is a gap in the market between high quality and low price. the mad hatters is reasonably priced and a decent quality.

My USP : affordable, classic bowler hats with a unique twist.

Headwear and accessories for festivals and occasions.

My strategy: Short term : directly design and personally manufacture bespoke headwear for festival traders to sell through its own website, a third party website, Wild Thing for example and to sell directly to the market at festivals.

Long term: Branch out from hats, create other garments and accessories. Maintain interest through social media accounts.

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my market place

fig 17

in mastering fashion marketing by tim jackson and david shaw, rogers explains the 5 different types of people who take to innovations differently.

The consumers who will be buying The Mad Hatters products will be between the innovators and the early adopters. They know what is on trend for festivals, aren’t afraid to take risks with their style and to try something new. The early adopters will help promote The Mad Hatters through social media and once a large following has been made the early majority will. then follow through.

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rogers diffusion of innovation

innovators 2.5 percent have the resources and desires to try somehing new

early adopters 13.5 percent considered the ones to check in with for new information

early majorty 34 percent take their time to adopt a new idea.

late majority 34 percent adopt in reaction to peer pressure. most of the uncertainty of an idea must be resolved before they adopt.

laggards 16 percent traditional and make decisions based on past experience. unable to take risks on new ideas.

fig 18 27

the mad hatters join us, we’re all mad here The brand name ‘The Mad Hatters’ was chosen because it is a pop culture reference applied to what I want to sell. The character of the mad hatter from Alice in wonderland is one which people are familiar with. The name gives enough away to let the consumer know what is on offer, but leaves enough intrigue for them to want to know more.

The logo is an abstract design of a girls face winking and wearing a bowler hat, in a red/pink colour. I chose this colour as red is associated with movement, excitement, and passion.

When consumers are browsing festival stalls, I want The Mad Hatters brand to be eye catching and excite the consumer.

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brand analysis

fig 19 own image

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detailed Brand analysis

price The Mad Hatters target consumers are young adults who want affordable goods available at festivals.

Unlike other festival fashion accessory brands, costing £40 - £200 The Mad Hatters price is affordable, priced at £18 per hat from the Mad Hatters website or £22.50 from a market trader. Buying a good quality and affordable accessory at a festival is an investment for the consumer: They will get plenty of wear out of it. Wearing it all day every day for a short time then it will carry memories of that special occasion. It is not something that will break the bank - it is a handmade, good quality novelty item. At these prices Mad Hatters will operate at profit after 100 hat sales assuming it pays all workers the minimum wage for time spent on production and marketing.

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fig 20 own image

physcial evidence The Mad Hatters only requires a small workshop and distribution hub. Initially an outhouse or home based environment then later expand to a work unit when viable. At the current time the hats have the novelty of being hand made personally by a singular person. In the future this needs to expand on a larger scale - more people making hats, in a workshop, using mannequin heads to increase the speed in which the hats are made and let the creator have the easiest possible outcome..

people The Mad Hatters hire people who are welcoming and friendly. Staff uniform should be cool, alternative and create an intrigue consumers should want to know where they can buy the clothes/hats to look like them. Fun, outgoing young people who know the consumers needs will be on the stall at festivals to interact with them. Meanwhile a customer and traders database will be created and maintained with customer/trader satisfaction and suggestions for improvements and expanded product range.

process As the business expands each process will be optimised to reduce wasted time or materials and mistakes recorded and eliminated. Capturing how the Mad Hatters does business will be important in its growth.

Steps in making headgear will be recorded and posted at the workstation.

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place

product

promotion

The Mad Hatters will throughout the year be an online distributor, however during the festival season, the brand will have their own store at festivals. the Mad Hatters will also develop relationships with online distributors such as Wild Thing. Many of the other competitors who sell on Wild Thing have their own online store as well. The more access to The Mad Hatters, the more sales.

As The business grows, The Mad Hatters will need to invest in a large workshop to design and make hats on a larger scale.

The products for The Mad Hatters have been created to replace a gap in the market. There are no other brands that sell classic bowler hats with an alternative twist of decoration. The hats are purposefully unique and allow wearers to stand out from the crowd.

The products are kitsch, alternative and quirky, for both young female and male festival goers.

With reference to ‘Alice’s adventures in wonderland’ in the name of the brand, The Mad Hatters is easily recognised by consumers. Whilst it also gives the consumer an idea of what they’re buying in to - mad and unique hats suitable for festivals and occasions.

The message for consumers is: you have to have a “Mad Hatters” hat if you want to stand out from the crowd.

The Mad Hatters will use social media to promote the product and direct the customer straight to the website. The Mad Hatters will start promoting their brand in April/May, just before the summer festival season begins. The platforms will be very visual ones, Instagram, Facebook, Blog posts to gain the attention from the target consumer of young adults, who are familiar with social media.

fig 21 own image 33

the mad hatters swot

s

trengths

w

eaknesses

buy low, sell high. associating itself with a beloved property which makes the brand more identifiable and recognisable

people could steal them off of others heads

building off on something that is familiar to an audience

ran by a singular person - no other employees

simple and effective headwear to wear to festivals and occasions with a twist

doesn’t have a work shop time efficiency - wont be able to make a large amount of hats with one person.

affordable british

niche target audience

handmade

still a small business

cute, crazy and quirky lots of different varieties and decoration classic bowler hat has a vintage feel, which is popular at festivals bowler hats are a comfortable fit. the hats are a flattering style and easy to pair with any outfit practical easy accessory to wear

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might not withstand bad weather conditions - wind and rain

o

t

to sell with third party websites - wild thing for example.

British - the classic bowler hat might not appeal to everyone.

could expand to other styles of hats from different eras and cultures.

might not appeal to those of different origins.

pportunities

hreats

classic national costumes crossed over to different nations

successful competitors such as twinks burnett and crown and glory with more experience

marketed in different nations to sell at festivals

a saturated market with a lot of other brands making festival headwear

to collaborate with other designers to promote

going bankrupt - not making a profit

buy a workshop and employ people to make hats to create bespoke pieces for clients

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fig 22

brand in action interact and engage with customer fun and informal tone

brand personality

enjoy life

be forward thinking be bold

sell online via website and at festivals

have an element of vintage style

wild

cute inspiring

fresh

make your own rules Optimistic

interesting Energetic

Confident Spontaneous

affordable price for young adults continue to expand by selling at a variety of festivals

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sell through third party websites

Innovative

stand out from the crowd

quirky

make an impression

original

youthful

be passionate

be creative

target consumers through social media

have a sense of humour

creative unique

fun

brand values

mix vintage silhouette with innovative new designs

alternative

the mad hatters brand onion

The Mad Hatters is summarised by using Harriet Posner’s brand onion in ‘Marketing Fashion’. A brand onion is an effective way of showing the layers of a brand’s essence and how it differentiates itself from its competitors. fig 22 shows the mad hatters brand values, brand personality and brand in action.

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how will you get your concept out there?

The Mad Hatters will be promoted through social media platforms including it’s own website, Facebook, Instagram, Youtube and Twitter. Eye catching, colourful, fun promotional videos and photos will be shared on the Instagram and Facebook page to give the consumer an idea of what The Mad Hatters have for sale on their website. The Twitter page will be mainly used to tell the consumers what festivals The Mad Hatters stall will be visiting in the summer. All social media accounts will have a link directly to the website where consumers will be able to purchase the hats.

how will the aesthetics align with your consumer target market?

The Mad Hatters aesthetics will combine a mix of innovative decorations and a simple vintage inspired bowler hat. Whilst there is a playful and colourful festival vibe. It is evidenced in the survey that the target consumer prefers to dress “crazy and vibrant” at festivals, so this is what The Mad Hatters aesthetics has provided for them.

what is next for The mad hatters?

The Mad Hatters will continue to promote on social media, but will branch out to promote through successful Youtube vloggers. Fashion and beauty YouTubers such as Zoella who as of April 2017 has 12 million subscribers would receive a product from a manufacturer along with an agreed payment for her to promote through the video acting as a sponsor. A typical video from Zoella would get 1-3 million views on Youtube. This is an easy and effective and largely cheaper way of getting the products shown to it’s target audience.

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integrated promotional/marketing strategy

fig 23 own image 39

conclusion

fig 24 own image 40

The objective of this unit was to create a fashion brand to sell alternative headwear and accessories for festivals and occasions.

The Mad hatters has achieved this by researching in to competitors to find the gap in the market: vintage inspired bowler hats with a crazy twist of decoration.

The unique selling point is that The Mad Hatters are an affordable brand that appeals to the core festival audience and we can sell directly to the festival goer at stalls, where they can make a spontaneous purchase, or buy online through the website.

The Mad Hatters will launch in Summer 2017, selling through the website and at stalls around UK festivals. In 2018, we will continue to promote through social media accounts and create a new range of hats, branching out in to other garments and accessories. By 2019 we will expand in to international festivals.

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fig 1 own image. The mad hatters logo 2017. C. Hood

figures

fig 2 own image the mad hatters product photoshoot 2017 C Dyer fig 3 own image the mad hatters photoshoot 2017 c Dyer fig 4 own image the mad hatters photoshoot 2017 C Dyer fig 5 own image the mad hatters photoshoot 2017 C Dyer fig 6 Twinks Burnett Product page [online image] Available image: https://shoptwinksburnett.com/products/dinotopia [accessed 14th April] fig 7 Crown and Glory product [online image] Available at: https://images.bigcartel.com/product_images/187452185/Crown_Glory-HB-AW16-23.jpg?auto=format&fit=max&w=2000 [accessed 14th April] fig 8 “Instagram Post By Nomads Clothing • Mar 12, 2017 At 7:53Am UTC”. Instagram. N.p., 2017. Web. 26 Apr. 2017.[online image] available from: https://www.instagram.com/p/BRh8gA-DKEw/?taken-by=nomadsclothing&hl=en [accessed on 14th april 2017] fig 9 Beyond Retro (@Beyondretro) • Instagram Photos And Videos”. Instagram.com. 2017. [online image] available from: https://www.instagram.com/beyondretro/?hl=en [accessed 14th april 2017] fig 10 Wild thing product [online image] Available at: https://www.wildthing.com/shop/sergeant-willy-wow/ [accessed 14th april 2017] fig 11 Mystical Mayhem [online image] available at https://www.instagram.com/mystical_mayhem_clothing/ [accessed 24th april 2017] fig 12 own image. The mad hatters photoshoot. C. DYER 2017 fig 13 own image The mad hatters photoshoot. C. DYER 2017 fig 14: tiger lily instagram 2017 [online image] available at https://s-media-cache-ak0.pinimg.com/564x/04/0c/ b6/040cb62d691f0eee974eecd2c3c07740.jpg [accessed 20th april 2017] Wild thing enter the void product page [online image] available at: https://www.wildthing.com/wp-content/ uploads/2017/03/void-600x900.jpg [accessed 20th april 2017] tiger lily instagram 2016 [online image] available at: https://www.instagram.com/ttigerlilly/ [accessed on 20th april 2017] Secret garden party highlights 2015 [online image] available at: http://cache.dpg.media/dvckpawshyay/ images/d970a22a-3383-11e5-b56b-aee5d44592c4/secret_garden_party_2015526_website_image_orfx_ standard.jpg?20150726114930 [accessed on 20th april 2017] good vibes image http://weheartit.com/entry/92909806?utm_campaign=share&utm_medium=image_ share&utm_source=tumblr TIGER LILY instagram [online image] available at: https://www.instagram.com/p/-Zo-UduK10/?taken-by=ttigerlilly [accessed 20th april 2017] pinterest peace photo [online image] https://s-media-cache-ak0.pinimg.com/564x/e5/60/84/ e5608422a93f385d5920b1221f8c737f.jpg [accessed 20th april 2017]

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fig 15: good vibes pinterest [online image] available from: https://s-media-cache-ak0.pinimg.com/564x/83/da/04/ 83da04617ebb00eff760e0a3b797e2ad.jpg [accessed 20th april 2017] “i feel you” pinterest [online image] available from: https://s-media-cache-ak0.pinimg.com/564x/ac/ea/1d/ acea1d59bfd5d0149dfd440c62558350.jpg [accessed 20th april 2017] image On We Heart It”. We Heart it [online image] available from: 21http://weheartit.com/entry/177731405 [accessed 20th april 2017] Instagram Post By D’alessio • Apr 14, 2015 Instagram 2017 [online image] available at: https://www.instagram.com/p/1eRUFTFTwd/ 21 Apr. 2017. [accessed on 20th april 2017] inspiração: Fotos Com Doces”. Depois dos Quinze [online image] available at: http://www.depoisdosquinze. com/2016/10/14/inspiracao-fotos-com-doces/ [accessed 20th april 2017] “1000Dayswasted Tracks & Releases On Beatport”. Beatport.com. [online image] available at: .https://www. beatport.com/artist/1000dayswasted/411731 [accessed on 20th april 2017] Close To Your Heart And Watch What Happens”.[online image] thefashionandbeautyaddict.blogspot.co.uk available at: http://thefashionandbeautyaddict.blogspot.co.uk/2014/11/close-to-your-heart-and-watchwhat.html [accessed on 20th april] Bloom, Rosa. “Rosa Bloom”. Rosa Bloom. [online image] available on: http://www.rosabloom.com [accessed on 20th april 2017] “Festival | Tumblr”. Tumblr.com. N.p., 2017. Web. 21 Apr. 2017.https://www.tumblr.com/search/festival Best Of Wilderness 2016 | Wilderness Festival 3Rd - 6Th August 2017”. [2016] [online image] Wilderness Festival 3rd - 6th August 2017 available at: https://www.wildernessfestival.com/galleries/best-of-wilderness-2016/ [accessed 20th april 2017] Pinterest image [online image] available at: https://s-media-cache-ak0.pinimg.com/564x/a6/25/c8/a625c8d4fd4c3d4ab962136f8357f296.jpg [accessed 20th april 2017] Not Your ‘Fashion Dots’: The Continuous Appropriation Of Bindis – Shameless Magazine”. [online image] available on: shamelessmag.com [accessed on 20th april 2017] fig 16 own image. brand positioning map. A. Pollington 2017. fig 17 own image. the mad hatters photoshoot. C Dyer 2017 fig 18 The mad hatters displayed on Rogers diffusion of innovation [own image] fig 19 own images. the mad hatters product photoshoot. C Dyer 2017 fig 20 own image the mad hatters product photoshoot. C Dyer 2017 fig 21 own image the mad hatters product photoshoot. C Dyer 2017 fig 22 own image own image. the mad hatters brand onion. A pollington 2017 fig 23 own image the mad hatters product photoshoot. C Dyer 2017 fig 24 own image the mad hatters product photoshoot. C Dyer 2017

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appendix 1

appendix 4

appendix 2 appendix 5

appendix 3

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appendix 6

appendices

Appendix 1 - A Pollington (2017) own image - price spreadsheet.

Appendix 2 - A. Pollington (2017) the mad hatters shop 2017. available at: http://shopthemadhatters.weebly.com/shop.html [accessed on 20th march 2017] Appendix 3 - wild thing.com [online image] available at: https://www. wildthing.com [accessed on 23rd march 2017] Appendix 4 - A. Pollington (2017) own image - the mad hatters insstagram page. available on: https://www.instagram.com/shopthemadhatters/ [accessed on 23rd april 2017] Appendix 5 - A. Pollington .(2017) Festival fashion survey consumer analysis 2017. [acessed on 10th march 2017] Appendix 6 - A. Pollington (2017) - The Mad Hatters Facebook page. available on: https://www.facebook.com/shopthemadhatters/. [accessed on 23rd april 2017]

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