Individualisation

INDIVIDUALISATION FUTURE THINKING ALICE WALKER N0673122

CONTENTS 1

Introduction 1

2

Methodology 3

3

What is Individualisation?

4

Trend Drivers

5 6

Affects on Society 16

7

Future of the Trend

8

Conclusion 27

9

Referencing

3.1 Definition/Origin 5 3.2 Evolution 7

4.1 Global Factors 9-10 4.2 Human Needs 11 4.3 Recent Triggers 14

Industry Responses

6.1 Fashion 19-20 6.2 Beauty 21-22 6.3 Entertainment 23-24

7.1 Emotion-Sensing Technology 25 7.2 AI Innovation Potential 26

9.1 References 29-30 9.2 Bibliography 31-34 9.3 List of Illustrations 35-37

INTRODUCTION “We live in an age in which the social order of the national state, class, ethnicity and the traditional family is in decline.” (Beck, 2002) This has resulted in a collapse of ‘natural’ conventions and the formation of post demographic identities. Consumers no longer want to be part of a mass market and crave recognition of having unique needs and desires for individualised experiences.

This report will explore the macro trend of Individualisation including where it originated, how it has evolved and the impact it is creating on society, key industries and consumer behaviour.

Factors driving Individualisation including global changes, recent triggers and core human needs will be analysed to prove the trends relevance and significance. It will highlight the issue of how much personal information consumers are willing to hand over in order to receive a highly individualised experience and critically examine how these new consumer expectations will influence the future of society. This analysis of individualisation will serve as a springboard for innovative idea-generation to support research going forward.

1

1

“In the age of modernity, identity becomes more mobile, personal, self reflextive and subject to change� (Kellner, 1989)

2

METHODOLOGY Offline sources such as Newspaper articles and trend magazines offered impactful information about the The aim of this report is to deconstruct the macro innovations of the trend. Wired magazine in particular trend of individualisation. This will be achieved by presented exciting new opportunities and an insight using extensive secondary research to critically into how other industries are implementing the trend, examine where the trend currently is, and how it might evolve in the future to eventually form a platform focusing on advanced futuristic technology. Social media and bloggers were used to create a critical for idea generation. evaluation of the trend as they provided counter arguments to individualisation as well as offering a Research Objectives: more up to date view on how consumers are being • Gain a range of knowledge around the subject effected. Thought provoking videos on YouTube were area of individualisation using a range of sources. also used to inspire new idea generation and future • Prove with academic research where the macro thinking. trend came from, it’s drivers and evolution.

• Use credible sources of how the macro trend is Limitations: affecting today’s society and consumers.

• Tabloid newspapers, profitable magazines and • Understand and critically evaluate counter bloggers were shown to exaggerate and have arguments to the individualisation trend. biased opinions. This was always taken into • Present how it has been implemented into other consideration when trying to prove a counter industries as well as the fashion industry. argument.

• Discover new opportunities and where the trend • Online websites and reports showed different might go in the future. interpretations of the same data, making the interpretations inconsistent and conflicting.

Secondary Research: However these interpretations were analysed and The research used for this report includes only critically evaluated in order to conclude a credible secondary research. Academic Journals and books point of view. gave an in depth understanding of how the trend • The individualisation trend has not fully formed in originated and the social/psychological theories society yet, therefore to pin point a true definition surrounding it. Sociologist, Zygmunt Bauman, was challenging as it is always changing. This provided reliable theories of the core human needs also made online sources seem out of date, not that indivualisation combats and his book “Identity” relating to how it was affecting consumers in the is referenced in this report. In order to gain extenive real world. data from online resources, reports such as MINTEL, • The lack of primary research showed limitations in Trend Monitor, LSN Global and Trendone were used finding true consumer insights to further evidence to offer trustworthy insights and measurable figures and support points that were made. Although, in the global market. They also supported future sources like MINTEL were used to support predictions of where this trend could be in the future insights that required evidence as a replace of and how it will be effecting society. primary research.

Aim:

3

2

4

WHAT IS

3

INDIVIDUALISATION? Inidividualisation is the craving consumers desire to be recognised as having personal needs rather than being part of a mass market. Beck (2002) created an individualisation thesis that states we have become freed from traditional roles and structures which give us the freedom to choose how we live our life. This new found freedom relates to post demographic consumerism, meaning people of all ages are constructing their own identities (Trendwatching, 2017). Therefore, consumption patterns are no longer defined by traditional demographic segments such as age, gender, income and family status.

5

The trend originated from the collapse of ‘natural’ convention and the formation of post demographic identities. “We live in an age in which the social order of the national state, class, ethnicity and the traditional family is in decline.” (Beck, 2002) This eroding connection between financial power and social status has led to ‘new’ status symbols for example: experiences, authenticity, connection, health, ethical and sustainable lifestyles etc. Therefore, individual self-fulfilment and achievement is the most powerful currency in modern society. These new status symbols are more valuable and democratic, making the trend open to all.

6

EVOLUTION In traditional societies, identity was commonly perceived to be fixed, solid and stable that was a function of predefined social roles (Kellner, 1989).

Beck (2002) states that the individualisation trend was first introduced when a change in social structure occurred in the 1970s, moving towards a radicalisation of modernity. This risk society along with globalisation lead to identity becoming more mobile, personal, self-reflective and subject to change. However, this democratisation and freedom to express oneself raises ethical principles of mutual respect that is needed in today’s society.

In relation to brand experience, the original solution to mass advertising started in 2008 with better targeting and segmentation. Over time, this process grew into personalisation that consisted of delivering an experience that replaces “Dear customer,” with “Dear Mrs. Elliot Cesar” (Tazhoo, 2018). The issue surrounding this technique was that it relied on a lengthy and expensive process to achieve. This lead onto behavioural data marketing which presented content with precision that related to what a consumer had previous searched on the web. Although, this had a negative effect of making consumers feel constantly tracked and a violation of privacy.

Individualisation moves away from personalisation by companies using context and data to assemble a unique customised experience. This sparks the debate of how far is too far when it comes to personal data and privacy when consumers are demanding hyper-personalisation.

7

TREND DRIVERS

4

8

GLOBAL FACTORS Global factors such as globalisation, digital connectivity and the data era have multiplied the options for self-fulfilment. Globalisation has led to a society where one size no longer fits all and due to this Beck (2002) argues that people demand the need to develop their own individual identity and to be able to act upon it. This growth of integration between people and companies had led to growth in international trade, cultures and acceptance, therefore becoming a big driving force behind individualisation.

However, globalisation has now reached the point of no return, everyone is dependent on one another so vulnerability and mutually shared security needs to be recognised and respected (Bauman, 2013). The way to achieve this is to combat global problems by global actions.

9

Digital connectivity is another example of a global driver that has provided visibility of different lifestyle concepts in social media and allowed the idea of flexible identity to become more popular. There has been a shift in power from traditional institutions to the collective empowerment of individuals online (Lorey, 2018). This means each person now has access to a smart phone and are able to share their diverse lifestyle or values online. This has brought about new levels of availability and accessibility of information that isn’t controlled by a traditional gatekeeper which has empowered individuals to participate in collective action. However, there is also an issue surrounding the use of social media for political activism in that people build their networks around like-minded individuals. Therefore, the values of these groups can become echo chambers for ideas that aren’t reaching anyone with contrasting opinions (Mintel, 2018).

Finally, the last global factor driving individualisation is the current data era that we are living in. Due to this, consumers are becoming more comfortable with the idea of giving up personal information in exchange for knowledge and convenience (Trendwatching, 2017).

This has resulted in higher consumer expectations and desire for individualised brand experiences due to this willing to trade in exchange for highly personalised and more bespoke content. Although, renewed emphasis on data security has impacted the need for clear communication, transparency and giving users choice over their personal information will be vital moving forward (Reynolds, 2018). As consumers hand over more control to algorithms or they become increasingly aware of just how much their lives are already being shaped by data, the urge to step outside and break out to explore without prejudice, constraints or repercussions will only grow.

10

HUMAN NEEDS The deep consumer needs that the individualisation trend addresses are explained through Maslow’s hierarchy of needs. It is a motivational theory in psychology made up of a five-tier pyramid of human needs (McLeod, 2018). Self-actualisation is at the top of the pyramid which means realising personal potential, self-fulfilment and seeking personal growth. A desire “to become everything one is capable of becoming” (Maslow, 1987). This desire can be fulfilled by individualisation as a tool to experiment with self-actualisation with support from brands and social acceptance. However, another core human need is safety and freedom from fear which individualisation could hinder. To achieve self-actualisation, the need of safety of freedom first needs to be established which for some people in today’s society is harder than others. “When there is a longing for experiences to facilitate identity making.

An increased feeling of insecurity follows” (Denick, 2001). Therefore, there needs to be support from governments, brands and everyday consumers for higher acceptance and security for people to have the opportunity to reach the self-actualisation stage of basic needs.

The final consumer need met by individualisation is esteem. Maslow (1987) classified the esteem needs into two different categories, esteem for oneself (dignity, achievement, independence) and the desire for reputation or respect from others (status, prestige). The second category can be addressed by brand recognition of consumers having personal needs rather than being part of a mass market. Due to the advancements in technology this need can be satisfied with a combination of data and human insights. For companies to succeed in the future and implement the individualisation trend, they must have a commitment to becoming a consumer centric organisation to meet the human need of esteem.

SELFACTUALISATION ESTEEM NEEDS SOCIAL NEEDS SAFETY PHYSIOLOGICAL

11 (Maslow’s Hierarchy of Needs, 1943)

12

13

RECENT TRIGGERS Millennials now forming the new generation of parents has been a big recent trigger to drive the individualisation trend. They have a much more relaxed approach to children and family life than previous generations. Growing up with a world online, they have already seen more of the world in their young years than their parents at the age of retirement (Trendone, 2018). Thus, parental roles are no longer stereotyped and this has been passed down into their children’s diverse ways of thinking.

Family life is also shared on social media which is often portrayed surprisingly honestly to again drive acceptance and non-judgmental parenting.

Diverse lifestyles are becoming welcomed and the definition of family is simply where children have a loving home and feel comfortable. Introducing equal rights for marriage and adoption in 2017 has supported this development and therefore driven individualisation in society.

Recent social media movements have also been driving individualisation by combating serious topics online. In less than six months, the viral #metoo hashtag, created a vital conversation about sexual violence. The movement expanded to reach a global community of survivors from all backgrounds and helped to de-stigmatize the act of surviving by highlighting the impact of sexual violence worldwide (Metoomvmt, 2018). Due to this global reach and demand for action, strategies can be implemented to sustain long term, systemic change. This is driving the need for individualisation to support the freedom to express whilst having mutual respect and support from people in the online world.

14

HOW IS IT

AFFECTING SOCIETY

15

5

Individualisation celebrates our differences, using its power to liberate individuals from constraints in society and allowing everyone an equal voice in social development. The trend is capable of bringing about tensions and conflicts rooted in the limitations of economic, political, and cultural resources (Genov, 2013). Consequently, these shifts in ideologies are becoming more fluid and society is starting to embrace the freedom of individualisation. Millennials and in particular GenZ are actively accepting and proliferating this trend. Millennials are at the forefront of accepting other races as they were born during a period of heightened immigration and higher literacy rates (Frey, 2016) whilst GenZ have also grown up in a world of gender fluidity and seen same sex marriage as legal. GenZ is known for being digitalfirst and being passionate about social issues. 81% of GenZ individuals agree that gender roles do not define a person (JWT Intelligence, 2017). This group of individuals may have been stereotyped to be living in a world of social media, but they are not to be underestimated when they are demanding political change and hold the power to unlock an inclusive and diverse society in the future.

Although, older generations may not be as accepting and willing to acknowledge the popularity behind this macro trend. Individualistic societies can have potential consequences as well due to the worry that countries will lose their core ethnicity. Recent examples such as Brexit and Donald Trump winning the election proves this panic individualisation has caused society and people’s attempts to regulate it and gain back personal safety. To be able to function as a society, global action needs to take place with integrated systems to further develop and accommodate a society that supports individualisation.

Consumption sparks another debate surrounding individualisation as this new constant fluidity of identity leads to excessive purchasing. We live in an era of constant change and disposability, whether that be last season’s outfit, or car, our identities thus have become transient and deeply elusive (Bauman, 2013). This freedom of choice and consumption raises the question of “who am I” and purchasing products (mostly fashion items) satisfies the individual need for a sense of differentiation from other individuals due to the dynamic nature of clothing and its constant emphasis on the ‘new’.

16

INDUSTRY RESPONSES Individualisation can be implemented into brand strategy by presenting a digital experience tailored for one specific person, based on a combination of explicit data attributes like history, behaviour and demographics. Brands must have a commitment to becoming a customer centric organisation whilst also producing authenticity in their marketing and advertising. “Doing the right thing� is very important to millennials, they have social responsibility and are cause-driven when purchasing. They like to associate themselves with brands who are actively challenging global problems, even more importantly they are keen to embrace products which make them feel special through a personal connection (Primegroup, 2016).

Here are some examples of how different industries have implemented the individualisation trend.

17

6

FASHION

18

“Clothing is a key aspect of the social construction of the self, of expressing one’s individual identity” (Simmel, 2009)

19

Fashion has a prominent history of portraying a certain type of beauty, typically veering towards a certain build, ethnicity and age that was presented through controlled glossy magazines and catwalk shows, keeping the industry exclusive. Fast-forward to 2018 and the industry is now doing more to champion diversity due to the demands of the consumer wanting real representation. A brand that is pioneering the individualisation trend is ASOS. They partnered with BBC reporter Chloe Ball-Hopkins in June 2018 to design a tie-dyed jumpsuit, created especially with wheelchair users in mind. James Taylor (2018) the head of public affairs for Scope charity explained that he hopes moves like this will lead the way for other businesses, challenging attitudes towards disability to open fashion up for everyone. ASOS have also just launched Collusion “a new affordable brand for the coming age, shaped by, and for, an audience who demand something different from the fashion industry’,” (ASOS, 2018).

It is a gender neutral range designed by GenZ, for GenZ. It reflects ASOS’s core values of who they are “we believe in a world where you have total freedom to be you, without judgement. To experiment. To express yourself.” (ASOS, 2018) Brands in the future need to recognise how the future generation will expect their core values to link to their own personal beliefs. This needs to be expressed through advertising and marketing in an authentic way rather than being trend led because consumers will be able to notice the difference.

Innovation in technology has increased consumer understanding in the fashion industry. An example of this is the brand LOOMIA which has been used in prototypes for Calvin Klein and North Face to allow consumers to share their data by scanning the TILE sewn into their clothes with their phone and submit the information to Storj. Brands will then be able to pay users for their data in LOOMIA’s cryptocurrency tokens, and customers can use these to purchase goods through the TILE app (Wired, 2018). This is a new strategy to offer brands valuable consumer insights whilst also benefitting the consumer to exchange their data with rewards whilst receiving a more personally tailored brand experience. A similar technique has been used with the Tommy Jeans Xplore range which embedded their clothing with a smart chip. To get rewards, consumers can pair their clothing with an app and it will track and reward them with points that can be converted into merchandise or concert tickets. The brand hopes it will create a “micro-community of brand ambassadors” (Young, 2018) but it will also provide the brand with lots of information that the customers may not want others to know. Liron Slonimsk, the Chief Executive of technology partner Awear Solutions, told fashion website WWD: “Never before has a brand been able to understand how the consumer truly uses the product after it leaves the store.” This strategy of giving back to the consumer in exchange to valuable data is becoming more popular in the fashion industry in order to offer a highly individualised experience.

However, it raises the debate of ethical data that doesn’t invade privacy, therefore the consumer must be aware of who will use their information and how.

20

BEAUTY

21

In the beauty industry, women in their 60s and 70s are challenging the status quo. Brands at large will need to include this demographic which has felt ignored and pigeon holed. Years after Isabella Rossellini was released from her contract with Lancôme for being too old at age 43, the brand put the now-65-year-old actor front and centre of its 2018 adverts. She first resigned with the cosmetics label in 2015 and said “they told me they needed somebody younger. The advertising was aspirational, and even though they have clients of many ages, the desire was for youth.” Chanel are also trying to stay relevant within the expressive beauty industry by releasing their first men’s makeup line. “By creating Boy de Chanel, its first makeup line for men, Chanel reaffirms the ever-changing codes of an unchanging vision: Beauty is not a matter of gender, it is a matter of style” (Weil, 2018). The beauty industry is beginning to understand that there are no rules and consumers want to be able to creatively express themselves without age, gender, ethnicity or status defining them.

A brand to implement individualisation successfully is MAC with their recent #whatsyourthing campaign which is a celebration of self-expression. “Whether your thing is ‘no makeup’ makeup, dewy luminosity, sculpted skin or full coverage, modern beauty is as individual as you are. . . What’s your thing?” (MAC, 2018). However, this demand for inclusivity has resulted in brands becoming boycotted due to limited ranges and exclusion. For example, Tarte Cosmetics released their new line of Tape Shape Foundations and people were quick to notice the lack of shade diversity. With competition creating colour inclusive lines, the lack of shades for darker-skinned women in Tarte’s new line had people disappointed and angry with the brand and therefore calling them out on social media. This shows an example of when individualisation fights back and in 2018 beauty brands can, and should, do better.

22

The power now lies within the consumer when it comes to their entertainment. The industry is hearing the outcry for personalised and unique experiences, leading to interactive, gravitational content. Popular Netflix series, Black Mirror, reports that for their next series, one episode will allow viewers to choose their own narrative, allowing users to move the story forward at set points by clicking one of several on-screen options. (Heritage, 2018) This interactive episode has the potential to fulfil the needs of individualisation in an innovative and creative way. It also offers Netflix a vast amount of valuable consumer data based on their choices that the platform can use to their advantage. It already can identify specific demographics but this technique will go even further to allow the brand to make viewing experiences even more tailored to the user.

23

Gravitational content is another strategy to tailor highly individualised experiences to the consumer. Spotify is a brand that uses this effectively by striving to refine their complex recommendation engines for Spotify to know the consumer’s music taste better than they do.

Their ‘Discover Weekly’ playlist, sees over 40 million users receive a unique playlist every Monday. This provides each individual user with a tailored selection of 30 songs with the help of a complex algorithm that isn’t just based on a user’s saved songs; it delves much deeper into their musical taste with the use of big data (Nightingale, 2018). However, as consumers hand over more control to algorithms, the urge to step outside of this restrictive personal data content, will only grow. Therefore, AI in the future needs to include a hint of spontaneity to offer freedom and excitement to consumers.

ENTERTAINMENT

24

FUTURE OF THE TREND “By 2022, personal devices will know more about an individual’s emotional state than his or her own family” (Zimmerman, 2018). The individualisation trend has led to consumers wanting to know themselves better and personal devices currently hold a lot of data about their consumer but they don’t know how they feel. This is beginning to change with the use of emotional tracking. Emotional context can be added by analysing data from facial expressions, voice intonation and behavioural patterns to significantly enhance the user experience (Cozza, 2018). Emotion-sensing technology is moving from an experimental phase to a reality and technology will start to understanding our emotions, making consumers aware of them and helping them to take action. For example, a mobile wallet will recognise an impulse purchase and text the consumer that it won’t make them happy or a refrigerator will caution the user to wait 20 minutes before deciding to eat ice cream after a stressful day and visualisation of a child’s emotional data during a school day will suggest responses to the parent (LSN, 2018).

25

7

However, there are consequences to matching behavioural patterns against assumptions about state of mind. An example to consider relating to this issue is “pplkpr” which is an emotionally intelligent recommendation tool. Pplkpr asks users questions about how they feel in an app and pairs it with physiological data collected through a wristband to tell you which friends and colleagues are better for their mental health. This relates to the debate of ethics of emotions. How can an app suggest a close friend is bad for your health? Therefore, emotionsensing technology can’t fall into trivialising emotions.

Currently, data about emotion is being used mostly for testing ads or marketing brands on social media.

Although, the privacy and ethics around the Internet of Emotional Things needs to be addressed, rather than rushing to commercialize emotion, the key will be calibrating what we expect technology to do (Pavliscak, 2018). Designers will need to become more sensitive to emotions, understanding that people are complicated, conflicted and can change.

Advancements in AI technology will add value to consumers in relation to the individualisation, going beyond the traditional areas of machine tasks into innovative interactions to blur the line between technology and creativity. Naveen Jain told JWT that he sees a future where humans will monitor themselves constantly. “Artificial intelligence will start to take decision-making away from humans, and we are going to start augmenting ourselves with AI and the cloud,” (Future 100). Zimmerman (2018) says that by 2020, 60 percent of personal technology devices will use third-party AI cloud services to enhance functionality and offer tools that will change lives for the better. However, before total control is handed over to AI’s algorithms, considerations of the potential dangers of outsourcing our decision making, needs to be addressed. Hacking the brain for AI technology will change facts of what it means to be human and it is hard to predict where it might go in the future.

Therefore, it is crucial that we do not lose sight of the human quality of ultimately being in control of one’s own desires and futures (LSN, 2018). Experts need to question the long-term consequences of striving for a ‘picture perfect’ world with the help of AI, but the ideology of ‘perfect’ is different to everyone.

AI technology needs to be spontaneous and not homogenous to seek out diversity as we create tension between real and virtual. Accessibility to all is the key to success which can only be achieved if everyone has the resources to understand it. Brands, schools and governments need to democratise AI through basic training, otherwise we risk personal imagination and creativity decline.

“Amplifying our human intelligence with artificial intelligence has the potential of helping civilization flourish like never before – as long as we manage to keep the technology beneficial” (Tegmark, 2018)

26

CONCLUSION The declining connection between financial power and social status has led to new status symbols that puts self-actualisation as the most powerful currency in modern society. These new status symbols are more valuable and democratic, making this trend open to all. We now have the freedom to choose how we live our life and construct our own identities in a post demographic world. Therefore, traditional consumption patterns and market segments such as age, gender and ethnicity are no longer relevant to brands.

Companies must have a commitment to becoming a customer centric organisation and embrace the individualisation trend or risk being forgotten.

Innovation in technology holds exciting possibilities of how individualisation can become even more tailored to a unique individual and optimise personal growth. The debate of whether AI can help or hinder consumers in becoming better human beings is still outstanding. However, everyone can agree that the long term consequences and dangers of AI need to be addressed before handing over complete control to these algorithms.

27

8

28

REFERENCES

9

ASOS. (2018). About Us | ASOS. [online] Available at: https://www.asos.com/about/ [Accessed 1 Nov. 2018].

Bauman, Z. (2013). The Individualized Society. Hoboken: Wiley.

Beck, U. (2002). Individualization. London: SAGE. Cozza, R. (2018). Newsroom. [online] Gartner. Available at: https://www.gartner.com/en/newsroom/ press-releases/2018-01-08-gartner-says-artificial-intelligence-is-a-game-changer-for-personal-devices [Accessed 29 Oct. 2018].

Denick, L. (2001). Transformation of Modernity. London: Ashgate.

Fashionunited.uk. (2018). Asos joins brands making accessible fashion with new wheelchair-friendly jumpsuit. [online] Available at: https://fashionunited.uk/news/fashion/asos-joins-brands-making-accessible-fashionwith-new-wheelchair-friendly-jumpsuit/2018070630614 [Accessed 1 Nov. 2018].

Frey, W. (2016). Diversity defines the millennial generation. [online] Brookings. Available at: https://www. brookings.edu/blog/the-avenue/2016/06/28/diversity-defines-the-millennial-generation/ [Accessed 14 Oct. 2018].

Genov, N. (2013). Challenges of individualisation. International Social Science Journal, [online] 64(213-214).

Available at: https://onlinelibrary.wiley.com/doi/full/10.1111/issj.12054 [Accessed 9 Oct. 2018].

Heritage, S. (2018). An interactive episode of Black Mirror? Now that sounds terrifying. [online] The Guardian.

Available at: https://www.theguardian.com/tv-and-radio/2018/oct/03/interactive-episode-black-mirrorsounds-terrifying [Accessed 27 Oct. 2018].

JWT Intelligence. (2017). The Future 100. [online] Available at: https://www.jwtintelligence.com/trend-reports/ future-100-2017/ [Accessed 13 Sep. 2018].

Kellner, D. (1989). Postmodernism. Washington, D.C.: Maisonneuve Press.

Lorey, A. (2018). The Future Is Still Empowerment - TrendWatching. [online] TrendWatching. Available at: https://trendwatching.com/quarterly/2017-03/truthful-consumerism-asia/empowerment/ [Accessed 6 Oct. 2018].

LS:N Global. (2018). Will AI make us better human beings?. [online] Available at: https://www.lsnglobal.com/ opinion/article/22906/will-ai-make-us-better-human-beings [Accessed 29 Oct. 2018].

MAC Cosmetics - Official Site. (2018). Whats Your Thing. [online] Available at: https://www.maccosmetics. co.uk/whatsyourthing [Accessed 28 Oct. 2018].

Maslow, A. and Frager, R. (1987). Motivation and Personality. New Delhi: Pearson Education.

McLeod, S. (2018). Maslow’s Hierarchy of Needs. [online] Simply Psychology. Available at: https://www. simplypsychology.org/maslow.html [Accessed 20 Oct. 2018].

Me Too Movement. (2018). About - Me Too Movement. [online] Available at: https://metoomvmt.org/about/ [Accessed 17 Oct. 2018].

Mintel.com. (2018). Technology Habits of GenZ. [online] Available at: http://academic.mintel.com/ display/913756/?highlight#hit1 [Accessed 12 Oct. 2018].

Nightingale, O. (2018). Hyper-personalisation: How Spotify knows your music tastes better than you!. [online] Trinity McQueen. Available at: https://www.trinitymcqueen.com/tmq-blog/2018/8/10/hyper-personalisationhow-spotify-knows-your-music-tastes-better-than-you [Accessed 28 Oct. 2018].

29

at: https://www.smashingmagazine.com/2016/04/designing-for-the-internet-of-emotional-things/ [Accessed

Pavliscak, P. (2018). Designing For The Internet Of Emotional Things. [online] Smashing Magazine. Available at: https://www.smashingmagazine.com/2016/04/designing-for-the-internet-of-emotional-things/ [Accessed 29 Nov. 2018]. primegroup.co.uk. (2016). Marketing personalisation, contextualisation and conversation. [online] Available at: https://blog.primegroup.co.uk/blog/marketing-personalisation-contextualisation-and-conversation [Accessed 22 Oct. 2018].

Reynolds, A. (2018). Attitudes Around Data Sharing. [online] Mintel.com. Available at: http://academic.mintel. com/display/886485/?highlight#hit1 [Accessed 20 Oct. 2018].

Rossellini, I. (2018). Isabella Rossellini on Her Return to Lancôme. Vanity Fair. [online] Available at: https:// www.vanityfair.com/style/2018/04/isabella-rossellini-lancome [Accessed 11 Oct. 2018].

Simmel, G. (2009). Sociology. Leiden: Brill.

Slonimsk, L. (2018). Tommy Hilfiger Launches Tommy Jeans Xplore. [online] WWD. Available at: https://wwd. com/fashion-news/fashion-scoops/tommy-hilfiger-launches-tommy-jeans-xplore-1202764296/ [Accessed 23 Oct. 2018].

Tahzoo.com. (2018). [online] Available at: http://www.tahzoo.com/wp-content/uploads/2018/04/TahzooThe_Evolution_of_Individualization.pdf [Accessed 10 Sep. 2018].

Taylor, J. (2018). Asos praised for disabled-friendly clothes. [online] BBC News. Available at: https://www. bbc.co.uk/news/newsbeat-44721385 [Accessed 17 Oct. 2018].

Tegmark, M. (2018). Benefits & Risks of Artificial Intelligence - Future of Life Institute. [online] Future of Life Institute. Available at: https://futureoflife.org/background/benefits-risks-of-artificial-intelligence/ [Accessed 28 Oct. 2018]. trendone.com. (2018). Mega-Trend: Individualisation. [online] Available at: https://www.trendone.com/en/ trend-universe/mega-trends/mega-trend-detail/individualisation.html [Accessed 7 Sep. 2018].

TrendWatching. (2018). 5 Consumer Trends for 2017. [online] Available at: https://trendwatching.com/ trends/5-trends-for-2017/ [Accessed 6 Sep. 2018].

Weil, J. (2018). Chanel Debuting First Men’s Makeup Line. [online] WWD. Available at: https://wwd.com/ fashion-news/fashion-scoops/chanel-launching-first-mens-makeup-line-1202775531/ [Accessed 25 Oct. 2018].

Wired Magazine. (2018). These high-tech clothes make you money by selling your data. (2018). Wired.

Young, S. (2018). Tommy Hilfiger’s new clothing line tracks your movements. [online] The Independent.

Available at: https://www.independent.co.uk/life-style/fashion/tommy-hilfiger-smart-clothing-range-trackmovements-xplore-jeans-reward-scheme-a8469316.html [Accessed 11 Oct. 2018].

Zimmerman, A. (2018). Emotion AI Will Personalize Interactions. [online] Gartner.com. Available at: https:// www.gartner.com/smarterwithgartner/emotion-ai-will-personalize-interactions/ [Accessed 30 Oct. 2018].

30

BIBLIOGRAPHY Agnihotri, R. (2018). The Individualisation Thesis. [online] Sociology Articles. Available at: http://www. sociologyarticles.co.uk/the-individualisation-thesis/ [Accessed 7 Oct. 2018].

ASOS. (2018). About Us | ASOS. [online] Available at: https://www.asos.com/about/ [Accessed 1 Nov. 2018].

Bauman, Z. (2013). The Individualized Society. Hoboken: Wiley.

Beck, U. (2007). Beyond class and nation: reframing social inequalities in a globalizing world1.

The British Journal of Sociology, [online] 58(4). Available at: http://citeseerx.ist.psu.edu/viewdoc/ download?doi=10.1.1.463.164&rep=rep1&type=pdf [Accessed 8 Oct. 2018].

Beck, U. (2002). Individualization. London: SAGE. Bioriginal (2018). TRENDS REPORT: 5 MACRO TRENDS TO WATCH OUT FOR IN 2018.

Brandchannel. (2018). LancĂ´me Celebrates Timeless Beauty With Isabella Rossellini. [online] Available at: https://www.brandchannel.com/2018/02/23/lancome-isabella-rossellini-campaign-022318/ [Accessed 22 Oct. 2018].

Brown, J. (2018). Marketing evolution: From personalization to individualization. [online] The Future of Customer Engagement and Commerce. Available at: http://www.the-future-of-commerce.com/2018/09/14/marketingevolution-personalization-to-individualization/ [Accessed 16 Oct. 2018].

Cave, A. (2018). What Will We Do When The World’s Data Hits 163 Zettabytes In 2025?. [online] Forbes.

Available at: https://www.forbes.com/sites/andrewcave/2017/04/13/what-will-we-do-when-the-worlds-datahits-163-zettabytes-in-2025/#194b985c349a [Accessed 16 Oct. 2018].

Collins, K. (2018). Moodnotes CBT journal wants to turn your emotions into data. [online] Wired.co.uk. Available at: https://www.wired.co.uk/article/moodnotes-app-cognitive-behavioural-therapy-ustwo [Accessed 1 Nov. 2018].

Cozza, R. (2018). Newsroom. [online] Gartner. Available at: https://www.gartner.com/en/newsroom/pressreleases/2018-01-08-gartner-says-artificial-intelligence-is-a-game-changer-for-personal-devices [Accessed 29 Oct. 2018].

Crane, D. (2004). Fashion and Its Social Agenda: Class, Gender and Identity in Clothing. Oxford University Press, Oxford.

Davis, F. (1993). Fashion, Culture and Identity, Chicago, IL: Chicago University Press.

Day, E. (2018). 9 Ways The Fashion Industry Embraced Inclusivity in 2018. [online] Vogue Arabia. Available at: https://en.vogue.me/fashion/news/how-inclusivity-became-a-norm-not-a-buzzword-in-2018/ [Accessed 16 Oct. 2018].

Denick, L. (2001). Transformation of Modernity. London: Ashgate.

Eagly, A., Baron, R. and Hamilton, V. (2010). Social psychology of group identity and social conflict. Washington, DC: American Psychological Association.

Fashionunited.uk. (2018). Asos joins brands making accessible fashion with new wheelchair-friendly jumpsuit. [online] Available at: https://fashionunited.uk/news/fashion/asos-joins-brands-making-accessible-fashionwith-new-wheelchair-friendly-jumpsuit/2018070630614 [Accessed 1 Nov. 2018].

Fatemi, F. (2018). Why EQ + AI Is A Recipe For Success. [online] Forbes. Available at: https://www.forbes. com/sites/falonfatemi/2018/05/30/why-eq-ai-is-a-recipe-for-success/#5edc9c281005 [Accessed 1 Nov. 2018].

Frey, W. (2016). Diversity defines the millennial generation. [online] Brookings. Available at: https://www. brookings.edu/blog/the-avenue/2016/06/28/diversity-defines-the-millennial-generation/ [Accessed 14 Oct. 31 2018].

Genov, N. (2013). Challenges of individualisation. International Social Science Journal, [online] 64(213-214).

Available at: https://onlinelibrary.wiley.com/doi/full/10.1111/issj.12054 [Accessed 9 Oct. 2018].

Givhan, R. (2017). [online] The Washington Post. Available at: https://www.washingtonpost.com/lifestyle/style/ fashion-is-finally-figuring-out-diversity--in-ways-that-actually-matter/2017/09/06/a16333a6-88f0-11e7a94f-3139abce39f5_story.html?utm_term=.26c600d96fb4 [Accessed 10 Sep. 2018].

Heritage, S. (2018). An interactive episode of Black Mirror? Now that sounds terrifying. [online] The Guardian.

Available at: https://www.theguardian.com/tv-and-radio/2018/oct/03/interactive-episode-black-mirrorsounds-terrifying [Accessed 27 Oct. 2018].

Individuals who think AI will save the world. (2017). [online] Statista. Available at: https://www.statista.com/ statistics/790553/individuals-who-think-artificial-intelligence-will-save-the-world-in-uk/ [Accessed 2 Nov. 2018].

JWT Intelligence. (2017). The Future 100. [online] Available at: https://www.jwtintelligence.com/trend-reports/ future-100-2017/ [Accessed 13 Sep. 2018].

Kellner, D. (1989). Postmodernism. Washington, D.C.: Maisonneuve Press.

Kemp, N. (2018). Body positivity, diversity and strong women: the new rules of beauty advertising. [online] Campaignlive.co.uk. Available at: https://www.campaignlive.co.uk/article/body-positivity-diversity-strongwomen-new-rules-beauty-advertising/1466761 [Accessed 16 Oct. 2018].

Koss, E. (2014). The importance of individualism | Ella Koss | TEDxGrossePointeSouthHS. [online] YouTube.

Available at: https://www.youtube.com/watch?v=DC7oITYWkI4 [Accessed 18 Sep. 2018].

Lawler, S. (2015). Identity. New York, NY: John Wiley & Sons.

Lion, d. (2016). H&M New Autumn Collection. [online] YouTube. Available at: https://www.youtube.com/ watch?v=8-RY6fWVrQ0 [Accessed 7 Sep. 2018].

Lorey, A. (2018). The Future Is Still Empowerment - TrendWatching. [online] TrendWatching. Available at: https://trendwatching.com/quarterly/2017-03/truthful-consumerism-asia/empowerment/ [Accessed 6 Oct. 2018].

LS:N Global. (2018). Will AI make us better human beings?. [online] Available at: https://www.lsnglobal.com/ opinion/article/22906/will-ai-make-us-better-human-beings [Accessed 29 Oct. 2018].

Lucas, S. (2018). The Future CMO. Racounteur.

Luxford, J. (2018). The Digital Identity Revolution | John Luxford | TEDxWpg. [online] YouTube. Available at: https://www.youtube.com/watch?v=LWDDH5p0eR0 [Accessed 7 Oct. 2018].

MAC Cosmetics - Official Site. (2018). Whats Your Thing. [online] Available at: https://www.maccosmetics. co.uk/whatsyourthing [Accessed 28 Oct. 2018].

Maslow, A. and Frager, R. (1987). Motivation and Personality. New Delhi: Pearson Education.

McLeod, S. (2018). Maslow’s Hierarchy of Needs. [online] Simply Psychology. Available at: https://www. simplypsychology.org/maslow.html [Accessed 20 Oct. 2018].

Me Too Movement. (2018). About - Me Too Movement. [online] Available at: https://metoomvmt.org/about/ [Accessed 17 Oct. 2018].

Mintel.com. (2018). Technology Habits of GenZ. [online] Available at: http://academic.mintel.com/ display/913756/?highlight#hit1 [Accessed 12 Oct. 2018].

Nevermindgame.com. (2018). [online] Available at: http://nevermindgame.com/about/ [Accessed 1 Nov. 2018].

Newman, D. (2016). Exploring The Future Of Digital Transformation And Disruption. [online] Forbes. Available at: https://www.forbes.com/sites/danielnewman/2016/03/01/exploring-the-future-of-digital-transformation-anddisruption/#78f248e95bdc [Accessed 12 Sep. 2018].

32

Nightingale, O. (2018). Hyper-personalisation: How Spotify knows your music tastes better than you!. [online] Trinity McQueen. Available at: https://www.trinitymcqueen.com/tmq-blog/2018/8/10/hyper-personalisationhow-spotify-knows-your-music-tastes-better-than-you [Accessed 28 Oct. 2018].

Novak, R. (2018). The essential ingredient in beauty retail’s future. [online] LS:N Global. Available at: https:// www.lsnglobal.com/opinion/article/22943/the-essential-ingredient-in-beauty-retail-s-future [Accessed 16 Oct. 2018].

Paquette, J. (2018). Artificial intelligence is for optimization — human intelligence is for innovation. [online] Towards Data Science. Available at: https://towardsdatascience.com/artificial-intelligence-is-for-optimizationhuman-intelligence-is-for-innovation-f0bddce2ed79 [Accessed 1 Nov. 2018].

Pavliscak, P. (2018). Designing For The Internet Of Emotional Things. [online] Smashing Magazine. Available at: https://www.smashingmagazine.com/2016/04/designing-for-the-internet-of-emotional-things/ [Accessed 29 Nov. 2018].

Petty, F. (2018). collusion by asos is a gender neutral, coming of age line for gen z. [online] I-d. Available at: https://i-d.vice.com/en_uk/article/d3eaqk/asos-announce-new-youth-focussed-fashion-line-collusion [Accessed 15 Oct. 2018]. primegroup.co.uk. (2016). Marketing personalisation, contextualisation and conversation. [online] Available at: https://blog.primegroup.co.uk/blog/marketing-personalisation-contextualisation-and-conversation [Accessed 22 Oct. 2018].

Reynolds, A. (2018). Attitudes Around Data Sharing. [online] Mintel.com. Available at: http://academic.mintel. com/display/886485/?highlight#hit1 [Accessed 20 Oct. 2018].

Reynolds, E. (2017). How effective are mental health apps?. [online] Wired.co.uk. Available at: https://www. wired.co.uk/article/mental-health-apps [Accessed 1 Nov. 2018].

Ritschel, C. (2018). Cosmetics company launches new product on MLK day with slight snag: 90% of the shades are for white people. [online] The Independent. Available at: https://www.independent.co.uk/life-style/ tarte-cosmetics-foundations-white-people-mlk-martin-luther-king-day-a8163026.html [Accessed 7 Nov. 2018].

Rossellini, I. (2018). Isabella Rossellini on Her Return to Lancôme. Vanity Fair. [online] Available at: https://www. vanityfair.com/style/2018/04/isabella-rossellini-lancome [Accessed 11 Oct. 2018].

Simmel, G. (2009). Sociology. Leiden: Brill.

Singh, P. (2018). Asos announces ‘Collusion – a new affordable brand for the coming age’. [online] Fashionunited.uk. Available at: https://fashionunited.uk/news/retail/asos-announces-collusion-a-newaffordable-brand-for-the-coming-age/2018090638699 [Accessed 13 Oct. 2018].

Slonimsk, L. (2018). Tommy Hilfiger Launches Tommy Jeans Xplore. [online] WWD. Available at: https://wwd. com/fashion-news/fashion-scoops/tommy-hilfiger-launches-tommy-jeans-xplore-1202764296/ [Accessed 23 Oct. 2018].

Tahzoo.com. (2018). [online] Available at: http://www.tahzoo.com/wp-content/uploads/2018/04/TahzooThe_Evolution_of_Individualization.pdf [Accessed 10 Sep. 2018].

Taylor, J. (2018). Asos praised for disabled-friendly clothes. [online] BBC News. Available at: https://www.bbc. co.uk/news/newsbeat-44721385 [Accessed 17 Oct. 2018].

Tegmark, M. (2018). Benefits & Risks of Artificial Intelligence - Future of Life Institute. [online] Future of Life Institute. Available at: https://futureoflife.org/background/benefits-risks-of-artificial-intelligence/ [Accessed 28 Oct. 2018].

Thrift, N. (2007). Non-Representational Theory. Taylor & Francis Ltd. Trend-Monitor. (2016). Key Trend No.3 Make it Personal - Trend-Monitor. [online] Available at: https://trendmonitor.co.uk/key-trend-no-3-make-it-personal/ [Accessed 16 Oct. 2018].

33

Trendone.com. (2018). Mega-Trend: Individualisation. [online] Available at: https://www.trendone.com/en/ trend-universe/mega-trends/mega-trend-detail/individualisation.html [Accessed 7 Sep. 2018].

TrendWatching. (2018). 5 Consumer Trends for 2017. [online] Available at: https://trendwatching.com/ trends/5-trends-for-2017/ [Accessed 6 Sep. 2018].

Trend Watching (2014). Post-demographic Consumerism.

Virk, K. (2018). Asos praised for disabled-friendly clothes. [online] BBC News. Available at: https://www.bbc. co.uk/news/newsbeat-44721385 [Accessed 10 Oct. 2018].

Weil, J. (2018). Chanel Debuting First Men’s Makeup Line. [online] WWD. Available at: https://wwd.com/ fashion-news/fashion-scoops/chanel-launching-first-mens-makeup-line-1202775531/ [Accessed 25 Oct. 2018].

Williams, G. (2018). Wired. Magazine Wired Magazine. (2018). These high-tech clothes make you money by selling your data. (2018). Wired.

Young, S. (2018). Tommy Hilfiger’s new clothing line tracks your movements. [online] The Independent.

Available at: https://www.independent.co.uk/life-style/fashion/tommy-hilfiger-smart-clothing-range-trackmovements-xplore-jeans-reward-scheme-a8469316.html [Accessed 11 Oct. 2018].

YouTube. (2018). Rimmel London | Live the London Look. [online] Available at: https://www.youtube.com/ watch?v=qUzkvPD9ZuU [Accessed 7 Sep. 2018].

Zimmerman, A. (2018). Emotion AI Will Personalize Interactions. [online] Gartner.com. Available at: https://www. gartner.com/smarterwithgartner/emotion-ai-will-personalize-interactions/ [Accessed 30 Oct. 2018].

34

LIST OF ILLUSTRATIONS Front Page. I.pinimg.com. (2018). [online] Available at: https://i.pinimg.com/ originals/48/45/54/4845549951549310064851f0622fc1ee.jpg [Accessed 7 Oct. 2018].

I.pinimg.com. (2018). [online] Available at: https://i.pinimg.com/originals/c1/08/d4/ c108d454d9dd5736004a54451055315d.jpg [Accessed 7 Oct. 2018].

Murals Wallpaper. (2018). Large Dusty Pink Face Drawing Wallpaper Mural | Murals Wallpaper. [online] Available at: https://www.muralswallpaper.co.uk/shop-murals/large-pink-face-drawingwallpaper-mural/?utm_medium=social&utm_source=Pinterest&utm_campaign=uk_pink_feature_wall_ features_28_06_18&utm_content=concrete&utm_term=swatch [Accessed 13 Oct. 2018].

Dreamstime.com. (2018). Hipster Black Eye Vector Pattern.. [online] Available at: https://www. dreamstime.com/stock-illustration-hipster-black-eye-vector-pattern-art-eyes-white-backgroundimage78338454 [Accessed 14 Oct. 2018].

LGBT. Henderson, E. (2018). [online] Unsplash.com. Available at: https://unsplash.com/photos/wOL5nRs9wI [Accessed 10 Oct. 2018].

Not at your Age. Karst, F. (2018). Age Appropriate. [online] Fashion for 40+. Available at: http:// blankstareblink.com/2014/age-appropriate-my-/ [Accessed 20 Oct. 2018].

Pride. Billet, T. (2018). Pride in Marseille photo by Tristan Billet (@tbilletpro) on Unsplash. [online] Unsplash.com. Available at: https://unsplash.com/photos/72EYDDwn8dE [Accessed 14 Oct. 2018].

Side Profile. Abayo, S. (2018). A staring soul photo by Sabin ABAYO (@artistic_eye__) on Unsplash. [online] Unsplash.com. Available at: https://unsplash.com/photos/nmR4eyKQ2L8 [Accessed 13 Oct. 2018].

Macdonalds. Cangiano, S. (2018). McDonald’s photo by Sofia Cangiano (@sofiacangiano) on Unsplash. [online] Unsplash.com. Available at: https://unsplash.com/photos/xoib4jjvfQ4 [Accessed 24 Oct. 2018].

35

USA. Viola, T. (2018). We’re better than this photo by Tim Viola (@timviola) on Unsplash. [online] Unsplash.com. Available at: https://unsplash.com/photos/DfS0p94AayQ [Accessed 17 Oct. 2018].

Digital. Owens, J. (2018). Instagram photo by Jakob Owens (@jakobowens1) on Unsplash. [online] Unsplash.com. Available at: https://unsplash.com/photos/WUmb_eBrpjs [Accessed 14 Oct. 2018].

Human Needs. Felicia, J. (2018). True Color photo by Jessica Felicio (@jeka_fe) on Unsplash. [online] Unsplash.com. Available at: https://unsplash.com/photos/QS9ZX5UnS14 [Accessed 16 Oct. 2018].

Meetoo. Brit.co. (2018). Message Behind the Viral #MeToo Hashtag. [online] Available at: https://www. brit.co/heres-the-not-so-secret-message-behind-the-viral-metoo-hashtag/ [Accessed 18 Oct. 2018].

Millennials. Owens, D. (2018). Fit fam photo by Derek Owens (@derekowensheart) on Unsplash. [online] Unsplash.com. Available at: https://unsplash.com/photos/1pDE6r8A-Hc [Accessed 19 Oct. 2018].

Diversity. I.pinimg.com. (2018). [online] Available at: https://i.pinimg.com/ originals/11/d7/04/11d704e1cff3fd5b73cc331944ae31cc.jpg [Accessed 28 Oct. 2018].

Barabra Krouger. Bollen, C. (2018). Barbara Kruger - Interview Magazine. [online] Interview Magazine.

Available at: https://www.interviewmagazine.com/art/barbara-kruger [Accessed 30 Oct. 2018].

Fashion. Gladys, C. (2018). Harper’s Bazaar Kazakhstan January 2018 Arlenis Sosa by Caleb & Gladys | Fashion Editorials. [online] Fashion Editorials. Available at: https://fashioneditorials.com/harpersbazaar-kazakhstan-january-2018-arlenis-sosa/ [Accessed 31 Oct. 2018].

ASOS. FashionNetwork.com. (2018). Asos to target Gen Z with new influencer-led brand. [online] Available at: https://in.fashionnetwork.com/news/Asos-to-target-Gen-Z-with-new-influencer-ledbrand,1011196.html#.W-Md1COcbq0 [Accessed 17 Oct. 2018].

Disabled Friendly. BBC News. (2018). Asos praised for disabled-friendly clothes. [online] Available at: https://www.bbc.co.uk/news/newsbeat-44721385 [Accessed 30 Oct. 2018].

36

MAC Cosmetics - Official Site. (2018). Whats Your Thing Landing Page. [online] Available at: https:// www.maccosmetics.co.uk/whatsyourthing [Accessed 29 Oct. 2018].

Chanel. Lofficielmalaysia.com. (2018). Chanel debuts Boy de Chanel, a makeup line for men. [online] Available at: https://www.lofficielmalaysia.com/beauty/boy-de-chanel-makeup-lee-dong-wook [Accessed 30 Oct. 2018].

MAC Cosmetics - Official Site. (2018). Whats Your Thing Landing Page. [online] Available at: https:// www.maccosmetics.co.uk/whatsyourthing [Accessed 29 Oct. 2018].

Spotify. Nutmeg Creative. (2018). Spotify: Discover Something New. [online] Available at: https:// nutmegcreative.com/blog/spotify/ [Accessed 1 Nov. 2018].

Black Mirror. CNET. (2018). Every episode of ‘Black Mirror’ ranked. [online] Available at: https://www. cnet.com/news/black-mirror-netflix-season-4-every-episode-ranked/ [Accessed 1 Nov. 2018].

Collage. Gentry, N (2014). [online] Available at: https://www.pinterest.co.uk/ pin/320811173452257332/ [Accessed 1 Nov. 2018].

Future. Gentry, N. (2014). Floppy disks used as canvas for amazing futuristic paintings. [online] Creative Bloq. Available at: https://www.creativebloq.com/art/floppy-disks-used-canvas-futuristicpaintings-7133590 [Accessed 1 Nov. 2018].

Pplkrpr. Studioforcreativeinquiry.org. (2018). STUDIO for Creative Inquiry » pplkpr. [online] Available at: http://studioforcreativeinquiry.org/projects/pplkpr [Accessed 1 Nov. 2018].

Conclusion. Vogue. (2018). Our Best Behind-the-Scenes Photos From London Fashion Week. [online] Available at: https://www.vogue.com/slideshow/london-fashion-week-backstage-photos-spring2017-ready-to-wear?mbid=social_onsite_pinterest [Accessed 1 Nov. 2018].

37

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project.

Signed ………………………………….. Date……….

Word count: 3278

38