Promotional strategic campaign

Contents page Section 1-Situational Analysis i. ii. iii. iv.

Sector Overview Brand Overview Competitive Review Consumer Research

Section 2-Marketing and Communications Plan i. ii. iii. iv. v. vi.

Marketing Objectives Target Audiences Positioning Strategies Communication Objectives Communications Mix Campaign Costs

Section 3-Creative Plan i. ii. iii.

Creative Objectives Creative Strategy Creative Materials

Section 4-Media Plan i. ii.

Media Objectives Media Strategy

Appendix Reference and figure list

1: Situational Analysis SECTOR OVERVIEW The coronavirus pandemic has created uncertainty and turmoil for the fashion industry, seeing redundancies and stores closures across many brands.

In the UK a total of 176,718 jobs were lost in the retail sector alone (Sabanoglu, 2021). The sustainability movement has accelerated throughout 2020. Companies pledging ways in which they will move towards a cyclical approach and acknowledging the ethical issues within fashion (Fish, 2020). E-commerce brands having an edge over their competition as operating digitally from start to finish brings environmental advantages (Preston et al, 2020). Consumers across generations are calling for greater transparency and awareness from all aspects of the supply chain. A survey by Nosto found 52% of participants “want the fashion industry to become more sustainable” (Nosto, 2020). Morally companies should choose to invest in eco-design methods and ethically conduct themselves. The ethical fashion market was valued at $6.35 billion in 2019. Therefore, being a part of this market may catapult a brands success (GlobeNewswire, 2020).

The e-commerce industry benefits many countries’ economies and is continuing to rise, in 2019 retail e-commerce sales globally amounted to 3.53 trillion US dollars this will nearly double in size by 2022 (Sabanoglu, 2020). Online shopping isn’t going anywhere despite the re-opening of physical stores after lockdown, 36% of U.S. consumers are now buying retail goods online, compared to 29% in mid-April (PYMNTS, 2020). Accounting for one third of China’s overall GDP (Ma, 2020).

Figure 2

Brands operating online also benefitting from the pandemic. Digital platforms have been succeeding in the industry with the advancement of new technologies and a change in the role of the consumer. Bringing products to consumers that demand transparency, sustainability and convenience. Also meeting consumer demand whilst lockdown has caused closures of physical stores (Lay, 2018; Gonzalo et al, 2020). “Roughly nine out of ten (91.2%) consumers appreciate the online retailer’s honest communication with regard to sustainable offers” (byrd, anon). Trusting that retailers will not mislead them through marketing and advertising strategies.

“consumers appreciate the online retailer’s honest communication with regard to sustainable offers”

Figure 1

BRAND OVERVIEW

House of Sunny is a sustainability fashion brand, capitalising on innovative eco-designed garments through an e-commerce website and occasional pop-up store.

Established in 2011 House of Sunny has only rose in popularity whilst the pandemic has led to the decline of other retail brands (O’Donoghue, 2020). Their infamous Hockney dress seen on Kendall Jenner was the 5th most popular clothing item in the third quarter of 2020 (De Klerk, 2020). Finding fame from influencers and models whilst forming a community of loyal customers known as the “homies” (O’Donoghue, 2020). The brand is making leaps in the world of sustainability aiming to combat fast fashion by releasing only two well thought out collections a year. Founder, Sunny Williams spends 5 months gathering inspiration and producing each collection with his team (2020). They aim to create womenswear that is affordable but long lasting as eco-design is “intrinsic to what their brands stand for” (O’Donoghue, 2020). Their ‘shop-it-before-we-drop-it’ mentality enables them to create the exact amount of each product limiting the amount of deadstock. “Being able to advertise straight to consumers and utilising the power of influencers” on Instagram and more recently Tik-Tok has given them greater exposure with many pieces going viral (Bakshi, 2020).

Brand identity prism

The use of influencers encourages aspirational marketing, bringing a global audience to the brands social media and website. Using Kapferer and Bastien’s (1992) model to analyse House of Sunny’s brand identity. Highlighting the importance, they place on innovation and authenticity when creating their products (see table 1). Also putting a spotlight on their ethical and social standpoint to help the planet and influence others within the industry (1992). House of Sunny’s marketing mix demonstrates pricing strategies, promotional methods, products and place (McCarthy, 1960). Implementing a mid-range pricing structure based on the garment quality and engineered print placement to reduce waste (refer to appendix A). Promoting themselves on social media gives the consumer transparency by showing behind the scenes and sneak peaks. By using Tik-Tok they humanise themselves and elicit a deeper connection with the consumer, showing their motivation to be a community rather than a brand.

Table 1

Figure 3 Figure 4

Figure 5

Figure 6

Competitive Review paloma-wool

Reformation

Coronavirus has created lasting impact on the retail sector, strengthening sustainable and e-commerce brands positioning in the industry (Latham, 2021). Resulting in greenwashing and false claims as the industry becomes over saturated. Knowing which brands have the right intentions can be difficult. Providing complete transparency across the supply chain is essential to today’s conscious consumer. Social media can be used to show off a brands personality and values. Making an impact online and growing a following is key to keep up with the competition. House of Sunny is perceived as moderately sustainable according to a survey conducted on snapchat. Of the 9 who have heard of the brand 6 view it as an environmentally conscious brand (Appendix J).

Perceptual map Figure 7

Figure 9

Figure 8 L.A. brand Reformation uses marketing to promote their values on eco-conscious design and sustainability.

Presenting this information to their audience to form a connection with them and bring in consumers that share these views (see table 2). Bringing in customer loyalty by proving themselves as sustainable not to stand out but because it is their passion. Showcasing this through their vintage collection, thredUp collaboration and incorporating it in their tagline and all their promotional activities (Newman, 2020).

Paloma Wool has “safeguarded itself against the economic downturn” of 2020 by turning away from the norms of the fashion industry (Farra, 2020). Stating they are a “project on photography, clothing, and other experiments,” (Paloma Wool, 2021a). By positioning themselves this way they are ignoring the carefully considered marketing of other brands and bringing in consumers with similar views (table 2). Expressing that their clothing is for everyone and making consumers feel they are part of a community and free to express themselves. Focusing on quality to ensure their products are long term pieces, stating the quality is so good you can simply air them out as opposed to regularly washing. This shows their care for the environment, not wanting to gatekeep their pieces to upper middle classes (Hobbs, 2020).

Competitor Analysis Table Table 2

Brand

Image/Identity

Strengths/Strategies Vulnerabilities

Reformation

Identity: Being naked is the #1 most sustainable option.

Reformation is #2” (Reformation, 2021a) Cater to all body sizes and shapes with flattering silhouettes.

Image: popular with celebrities and influencers LA girl Stylish Quality

Sustainable/eco-conscious Body inclusive: sizes go up to a UK 28.

Collaboration with thredUp to encourage a circular economy when selling or recycling old clothes (Reformation, 2021b).

Reformation vintage also sells deadstock-cheaper price point.

Free express shipping They have a good mix of classic and trendy items reaching out to more people.

Price point out of reach for many.

Some products are trend-led, doesn’t relate to their view on sustainability as increases chances of customers disposing of it when the next trend comes.

Their USP is fading as brands turn to sustainable design and body inclusivity in response to consumer needs.

Competitors produce similar products at a lower price point.

Depleting resources

House of Sunny

Identity: “affordable, trend-led, individual collections” (Teather, 2019)

Image: the unique methods to cut down waste makes their sustainability aim more believable Highly sought after Envious

Slow fashion-release two collections a year Unique collections but listen to what customers like from previous collections to reinvent them.

Small collections mean more effort and care on the products.

Stock on urban outfitters-fast fashion brand that’s views do not necessarily align with their own.

Only go up to a size UK 14-not body inclusive Trendy pieces that will go out of fashion quickly.

Only do womenswear.

Paloma Wool

Identity: experimental, unconventional: design around “the act of getting dressed” (Hobbs, 2020) Image: unique and stand out, free expression

Mens and womenswear but also have a unisex line.

Say they “encourage responsible shopping and create pieces with easy and sensible care requirements for sustainable and long worthy quality” (Paloma Wool, 2021b)

Not as sustainability focused e.g. use of non-organic cotton (one of the worst fabrics for the environment) No classic pieces therefore niche market meaning less room for expansion.

“affordable, trend-led, individual collections”

Figure 10

Brands within the fashion industry can be segmented into a range of factors dividing them by price, demographics, platform and supply chain practices (see Appendix B). This allows a brand to play to their strengths and recognise their main competitors (Easey, 1994).

House of Sunny is positioned within numerous sectors of the industry. Their mid-to-low pricing strategies sees them competing with brands such as Free People and Aritzia (Free People, anon; Aritzia, anon). Positioning themselves in womenswear, the biggest sector within retail making up 53% of “global retail spending” (Lissaman, 2018). The clothing can also be categorised by occasion, placing House of Sunny within casual and/ or going out (Easey, 1994). Lastly, competing in the sustainability market, a sliding scale of which all brands are placed on, aiming to produce zero fabric waste and producing only two collections a year (House of Sunny, 2021b).

Consumer decision journey

Awareness and discovery

Actions

Influencers and celebrities, stores e.g. Selfridges, Farfetch, Friends

Social media, fashion columns, browsing retail sites, ask friends

Website, browse competitor website

HoS website or partner websites e.g. Urban Outfitters, browse competitors, HoS chat function

London pop-up, website

See products they like, decide which to buy, choose size,

Motivations

Envy of friends/ influencers

Questions

Pain points

Price range?

Product style?

Where can I buy it?

Social media can be fake, greenwashing, diversity

Figure 11

Consumer research

Women are the sole focus of House of Sunny’s products stocking only womenswear. Based on House of Sunny’s pricing structure and trend-led clothing, Generation Z will be the main target for this campaign. They are likely over 18 as a student or working full time, saving money and looking to buy investment pieces without the guilt of unethical clothing. Posner categorises this consumer within the pre-family stage, they are no longer dependent on their family and have little to no responsibility (2015). By targeting this user House of Sunny can use the diffusion theory to target the early majority.

This type of person adopts “a trend as it gathers momentum and begins to penetrate the mass market” (Posner, 2015, p.127). They are inspired from seeing fashion worn by influencers and celebrities. Seeing Kendall Jenner in House of Sunny’s Hockney dress it went on to sell out (Cary, 2020). They are digital natives, influenced by social media and shopping online (Appendix G). Using social media to find deals when shopping they are also money savvy, using the internet to their advantage (LSN Global, anon). However, being online exposes this group to issues within the fashion industry creating greater desire for transparency as opposed to any other generation (Francis and Hoefel, 2018).

Packaging, review, delivery, emails

Receive product, keep, exchange or return, leave review, tell friends, show on

Need new clothes, want to know more about brand

Excited to find something new, want to be

Let others know if it’s worth it, show off new purchase

Is it better or cheaper elsewhere? Do they have size? Do they ship to me? brand values? quality?

Sizing inconsistencies and range, copied products

Any discount?

How long will it take?

Pre-ordering not sure when it will come, going out of stock before buying

Do I feel confident, would I purchase again? long lasting?

Bad customer service, looks different to picture

2: Marketing and Communications Plan Marketing Objectives

1. Communicate sustainable brand practice Improve House of Sunny’s communication as a sustainable brand to successfully compete against competitors like Reformation and successfully target their demographic of environmentally conscious consumers (Appendix B). Acknowledging and creating awareness of current methods House of Sunny use including limiting their collections to two annually and the goal towards zero waste (House of Sunny, 2021b).

2. Grow social media following

Primary user

Secondary User

The target market for this campaign will consist of females between the ages 18 to 25 based upon the survey results (figure 13). Grouping this demographic into early Generation Z. The cohort is not changing for this campaign instead focusing on a subgroup of House of Sunny’s current audience. House of Sunny’s primary user’s consumption is influenced by social media particularly Instagram (94%) using the internet to make their purchases, 58% preferring to shop online (Appendix F and G). Care for the environment and workers encourages them to shop sustainably with a focus on authentic branding (Deloitte, 2019). An openness to new experiences means they are willing to try new brands, less likely to remain loyal to just one (statista, 2021a).

House of Sunny’s secondary focus will be on late Generation Z. This group of females is slightly younger, still in education they are dependent upon their family (Easey, date). The internet and technology acting as “an extension of themselves” (Jacoby, 2018). Informed by social media with Tik-Tok becoming the most popular app due to its diversity and inclusion (Muliadi, 2020). They do not have a disposable income being reliant on others therefore spending carefully. Choosing brands and products that capture their attention (Posner, 2015).

What is your age?

How do you prefer to shop?

Grow House of Sunny’s social media platforms with a focus on their Instagram. A strong social media presence is essential to House of Sunny’s ‘digital native’ target audience, forming a connection to current and potential using and

In store Online

Figure 13

Figure 12

Mix

Figure 14

Perceptual map

Communications Objectives • With a primary focus on Instagram and a secondary focus on Tik-Tok, collaborate with influencers to grow House of Sunny’s social media platforms.

• Through the pop-up shop spread our message on sustainability and create an incentive for people to follow House of Sunny’s social media.

• Develop a new campaign and slogan ‘Slow fashion for our planet’ to put the focus on House of Sunny’s sustainable brand practice and connect to the target audience.

Figure 15 Figure 16

Positioning statement

House of Sunny leaped into the spotlight in the summer of 2020 finding success from their viral Hockney dress seen on Kendall Jenner, Bella Hadid and other influencers (Cary, 2020). House of Sunny collaborates with influencers whose values align with their own and their customers. Creating exciting clothing through eco-designed methods from avoiding print placement to biodegradable packaging (House of Sunny, 2021b).

House of Sunny are unique in their collection releases, providing the customer with two well thought out collections a year (O’Donoghue, 2020). Unlike other brands operating at a similar price point, showing their attitude towards sustainability and their stance on fast fashion. House of Sunny value their customers, affectionately naming them the ‘homies’, creator Sunny wants to be seen as a community of like minded people (O’Donoghue, 2020).

Owned Website House of Sunny are an e-commerce brand therefore, there website is their main platform used to buy clothes. The website must show off House of Sunny’s identity and personality whilst the customer scrolls creating interest. As House of Sunny is a smaller brand utilising their website is an affordable way to promote their campaigns (Gaynor, 2013).

Seeing the campaign on House of Sunny’s website will make visitors aware of their values and encourage them to find out more through the brands sustainability page on their website.

Using Dietrich’s PESO model and Lewis’ AIDA model to analyse the range of marketing strategies within this campaign

Tagline The tagline used for this campaign must be simple and catchy to intrigue consumers to find out more about House of Sunny, “a slogan is often a good opportunity for a brand to tell consumers why it is different or unique” (Gilliland, 2017). Using it across a range of platforms to grab the attention of consumers and stick with them.

Paid Influencer Collaboration

Budgeting table

Researching Arden Rose to ensure there is a fit between Arden and House of Sunny (Gaynor, 2013). Her values align with House of Sunny’s in terms of transparency and sustainability. Her followers trust her partnerships and opinions therefore, they are likely to become interest and engage with the style edit and giveaway.

Pop-up shop event The pop-up shop will achieve both marketing objectives. Using a gift card giveaway to engage with consumers online and encourage followers to Instagram. Also educating people on sustainability during the event whilst placing campaign posters across the space to reinforce the slogan and standpoint on the environment. Pop-up shops create a sense of urgency for customers who will be more likely to take action and make a purchase knowing the event will not be running permanently (Small Business Development Corporation, 2018).

Posters/billboards Placing billboards in high traffic, social areas will reach the maximum amount of people. Focusing on locations close to bars and shops to increase the opportunity for our target market to see the campaign. Placing a billboard around other clothing stores may cause intrigue amongst shoppers wanting to know about the brand seeing the model on the campaign in clothes that appeal to them.

Earned Social media With an aim to grow House of Sunny’s social media platforms the campaign will be placed online to engage with global consumers. “Social media platforms provide an opportunity for small brands to grow and engage with a close-knit community of both present and future customers” (Fountain, 2021).

Table 3

Creative strategy

3:Creative CREATIVE PLAN objectives Creative objectives

This campaign will focus on growing the brands social media following through an audience that want to become more sustainable and are concerned with the state of the planet. All elements of the campaign will be used to bring the target market to House of Sunny and teach current customers about House of Sunny’s sustainable practices.

Based on the slogan ‘Slow fashion for our planet’ we will be creating an out of this world themed pop-up shop event and a visual campaign resembling a similar idea. Influencers will be used to bring new customers to House of Sunny whose values align with the brands. All these aspects will additionally grow the brands Tik-Tok and Instagram pages to ultimately increase sales and grow the House of Sunny community of ‘homies’.

Figure 17 To create visuals as part of the ‘Slow fashion for our planet campaign’ that reflect the new tagline and emphasise House of Sunny’s stance and practices in sustainability

To launch a two week pop-up shop event in London in which a venue, decorations, staff, small sustainable brand collaborations and music will be sourced. With a space theme to reflect the new tagline

To produce a style edit with the influencer Arden Rose creating 3 looks for 3 articles of clothing styling them to fit Arden’s aesthetic. Producing photos and videos on two Instagram posts

To gift small Tik-Tok influencers House of Sunny clothing in exchange for fun creative content on their platform

Visual Campaign and Slogan Figure 18

Figure 22

Figure 23

Figure 19

Figure 20

Figure 21

To achieve a higher perception of sustainability from House of Sunny’s customers a visual campaign and slogan will be created. The slogan will be ‘Slow fashion for our planet’ to show House of Sunny’s stance on fast fashion and compete with brands like Reformation who use visuals and slogans to show the position they take.

The main visual will be used across 3 billboards in London and Manchester, on House of Sunny’s Instagram and their website. The visual revolves around the slogan, mentioning the word planet to create an image resembling it and to make an impact in public spaces. The slogan will be placed on packaging, social media, their website and appear on the billboards. The billboard will be placed in Soho, central London and Manchester to gather the most traffic being the first and second most visited cities in the UK (statista, 2021b).

Figure 24

Figure 25

Style Edit Figure 27

Partnering with Arden Rose an influencer and actor with 804,000 followers on Instagram (Arden Rose Instagram, 2021). Her content on YouTube includes day in the life vlogs, vintage hauls and Q&A’s, her Instagram following a similar theme of fashion, lifestyle and travel. Focusing on her Instagram account, which is not overly curated, appearing honest and real when connecting with her followers. Choosing Arden based on her fashion style and high following but most importantly her online transparency.

By attracting her followers to House of Sunny the primary audience can be achieved.

Figure 29 Figure 30

Growing House of Sunny’s following by creating a House of Sunny x Arden Rose style edit. This will consist of two separate posts. The first post will contain 3 images, each image showing off one of House of Sunny’s clothing items styled to fit Arden’s personality. These outfits will be featured in the second post which will contain 3 videos.

Each video will show Arden accessorizing her outfits and showing it off in greater detail (see figures 25 to 29).

Using Arden’s 3.36% engagement House of Sunny will create a giveaway (Influencer Marketing Hub, 2021). The giveaway will be posted on Arden’s Instagram story. Up for two weeks it will ask Arden Rose’s followers to follow House of Sunny and tag 2 friends in Arden’s most recent post creating a chain of people engaging in the giveaway and bringing followers to House of Sunny (see figure 30).

Figure 28

Tik-Tok collaborations

Figure 31

Figure 32

Figure 26

Figure 33

Collaborating with small Tik-Tok influencers and posting content on House of Sunny’s page and their own. House of Sunny will gift them clothing in exchange for this content. Video’s will include styling, GET READY WITH ME’s, Tik-Tok trends such as, recreating Pinterest outfits and seasonal outfit inspiration. Influencers duringjuly and Olivia Grace Herring are two examples of the kind of influencers involved in these collaborations. They focus on fashion related content however, shy away from high street fashion and show their followers vintage, sustainable and independent brands.

Similarly, to the style edit this will bring the right target audience to House of Sunny’s social media.

Pop-up shop POP UP SHOP

Figure 37

Figure 35 Figure 34 Figure 36

Figure 38

Setting up a House of Sunny Pop-up shop in Soho (the area used for their previous shop). The shop will be open to the public for two weeks and will be free to attend using word of mouth marketing to promote it. Showcasing House of Sunny’s latest collection, hosting sustainability workshops, live music and a stand for an independent accessories’ store. Taking the slogan ‘Slow fashion for our planet’ literally to create a space themed event. As House of Sunny is an ecommerce site it will give both current and new customers the chance to see the clothing in person and create the community spirit of the brand. The pop-up shop will also be hosting a gift card giveaway, following House of Sunny on Instagram will put customers in with a chance of winning £100 to spend on the brand. This will grow House of Sunny’s social media following and educate people on their sustainable practices.

Figure 39

Figure 40

Figure 41

4: Media Plan Reach of target audience With a focus on social media in particular, Instagram and Tik-Tok the Generation Z primary and secondary user can be successfully targeted. Collaborating with influencers that the target audience look up to will create trust with House of Sunny.

Influencers including, Arden Rose and Olivia Grace Herring often put out content on sustainability within fashion. By using these influencers House of Sunny can reach a more conscious consumer.

Frequency of exposure The billboard will be up at the beginning of the campaign for 12 weeks total in order to receive high levels of engagement, the length of time means it is likely people will see it more than once creating a lasting impression. The pop-up shop will run for two weeks in December choosing this length of time to keep costs lower. The time period may make people more likely to come to the event and purchase clothing as Christmas is coming up. Throughout the campaign House of Sunny will use Tik-Tok to post content and collaborate with influencers on the platform, as it is gifted content there are no costs.

The style edit with Arden Rose will last for two weeks giving her followers time to interact and get friends involved in the giveaway.

Media Strategy Influencer Marketing Influencer marketing is a popular marketing strategy, “92% of consumers trust influencer marketing over traditional advertising” (Fertik, 2020). However, successful influencer marketing must involve a carefully chosen influencer to represent the brand. Coronavirus has accelerated a desire for “raw and real narratives” (Nova, 2020).

Tik-Tok feeds into this theme allowing influencers to be unedited and natural. When followers are able to engage and form a deep connection with an influencer a brand can capitalise on this to spread awareness (Nova, 2020). Planting House of Sunny’s message into the Arden Rose style edit and Tik-Tok collaborations (Brown and Hayes, 2008).

Media Objectives

The new slogan will create a lasting impression remaining after the six-month period as a permanent feature. Making users associate the message with House of Sunny. Taking the slogan ‘Slow fashion for our planet’ into action House of Sunny are continuing to improve their sustainability practices with new technology and continue to have to goal of eliminating waste.

Continuity of new message

Figure 43

The aim of this campaign is to reach a global audience, using social media platforms encourage diversity and inclusivity. The Instagram giveaway will be open to all.

Scope

Figure 42

Word of Mouth Marketing Consumers are exposed to brand marketing every day, overwhelmed by the number of messages they are shown. Using a visually pleasing campaign the aim is for the consumer to see it as a piece of art first, realising it is a branded billboard after. Word of mouth marketing “reaches the parts other marketing tactics cannot reach” (Brown and Hayes, 2008, p.138). Using this style of marketing to target people who wouldn’t naturally know about House of Sunny. Becoming intrigued by the campaign they are inspired to find out more. Positioning billboards in locations across London that are popular with a younger audience like Soho. WOM marketing will be present in the online giveaway, tagging friends to be entered. This will create a chain reaction of participants and grow House of Sunny’s Instagram following.

Scheduling Plan

Appendix B

Appendix C

Appendix

Appendix D Appendix A

References

Appendix F Appendix E

Appendix G

Appendix I

Appendix H

Appendix J

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Paloma Wool. 2021b. encourage responsible shopping and…

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Figure list Table 1: Amy Gazeley. 2021. Brand Identity Prism Table 2: Amy Gazeley. 2021. Competitor analysis Table 3: Amy Gazeley. 2021. Budgeting table 1.

Konig, M. anon. E-commerce street sight. [Online]. [Accessed 2nd May 2021]. Available from: https://unsplash.com/photos/Tl8mDaue_II 2.

Etoroma, C. anon. Being naked is the #1 most sustainable option. We’re #2. [Online]. [Accessed 2nd May 2021]. Available from: https://unsplash.com/photos/k78R0lDxd48 3.

House of Sunny Instagram. 2021. Paradise pants, instock this month with final delivery. [Online].

[Accessed 2nd May 2021]. Available from: https://www.instagram.com/p/CNb34Nmh4D2/ 4.

House of Sunny. 2021. YESSIR! @rosie_coco GET BACK HOMIE. [Online]. [Accessed 2nd May 2021]. Available from: https://www.instagram.com/p/CNUQsu1hDSD/ 5.

House of Sunny Instagram. 2021. BRIAN BOMBER GOLF JACKET. [Online]. [Accessed 2nd May 2021]. Available from: https://www.instagram.com/p/CNcFSULB-jz/ 6.

House of Sunny. 2021. @iwanacristal wearing ALL YOU NEED IS LOVE. [Online]. [Accessed 2nd May 2021]. Available from: https://www.instagram.com/p/CNLZn4KhfP-/ 7.

Amy Gazeley. 2021. Perceptual map 8.

Reformation. anon. Woman wearing floral Juliette dress. [Online]. [Accessed 2nd May 2021]. Available from: https://www.thereformation.com/categories/new

9.

Paloma Wool. 2021. Woman posing on the floor wearing short blue mini dress. [Online]. [Accessed 2nd May 2021]. Available from: https://www.instagram.com/p/CMXr6jApWmb/ 10.

House of Sunny. 2021. Wearing GOOD VIBRATIONS. [Online]. [Accessed 4 May 2021]. Available from: https://www.instagram.com/p/CNkL_RnhQ17/ 11.

House of Sunny. 2021. THANKYOU EVERYONE FOR DAYDREAMING WITH US DURING LOCKDOWN1 [Online]. [Accessed 4 May 2021]. Available from: https://www.instagram.com/p/CJdpNOUlZU5/ 12.

House of Sunny. 2021. In PACIFIC PEGGY SET. [Online]. [Accessed 5 May 2021]. Available from: https://www.instagram.com/p/CKV7P5-lN4n/ 13.

Amy Gazeley survey. 2021. What is your age?

14.

Amy Gazeley survey. 2021. How do you prefer to shop?

15.

Amy Gazeley. 2021. Positioning map.

16.

House of Sunny. 2021. Wearing ALL YOU NEED IS LOVE. [Online]. [Accessed 5 May 2021]. Available from: https://www.instagram.com/p/CNmSqdRhl8J/ 17.

House of Sunny. 2021. Wearing GOOD VIBRATIONS. [Online]. [Accessed 4 May 2021]. Available from: https://www.instagram.com/p/CObHe4LB5EB/ 18.

House of Sunny. 2021. Paradise Pants. [Instagram]. [Accessed 26 April 2021]. Available from: https:// www.instagram.com/p/CNb34Nmh4D2/ 19.

House of Sunny. 2021. Website screenshot. [Online]. Accessed 26 April 2021]. Available from: https:// www.houseofsunny.co.uk/ House of Sunny. 2021. Paradise Pants. [Instagram]. [Accessed 26 April 2021]. Available from: https:// www.instagram.com/p/CNb34Nmh4D2/ 20.

Freepik. anon. Craft brown square gift box flat lay. [Online]. [Accessed 25 April 2021]. Available from: https://www.freepik.com/premium-photo/craft-brown-square-gift-box-flat-lay_5816484.htm 21.

House of Sunny. 2021. Paradise Pants. [Instagram]. [Accessed 26 April 2021]. Available from: https:// www.instagram.com/p/CNb34Nmh4D2/ Billboard linke 22.

House of Sunny. 2021. Instagram page. [Instagram]. [Accessed 26 April 2021]. Available from: https:// www.instagram.com/houseofsunny/?hl=en 23.

House of Sunny. 2021. Instagram page. [Instagram]. [Accessed 26 April 2021]. Available from: https:// www.instagram.com/houseofsunny/?hl=en House of Sunny. 2021. Paradise Pants. [Instagram]. [Accessed 26 April 2021]. Available from: https:// www.instagram.com/p/CNb34Nmh4D2/ 24.

House of Sunny TikTok. 2021. TikTok screenshot. [Online]. Accessed 26 April 2021].

25.

Arden Rose. 2021. Oh to get back to sunny Cali soon. [Instagram]. [Accessed 26 April 2021]. Available from: https://www.instagram.com/p/CMaZK2qAJIL/ 26.

Arden Rose. 2021. This is *~fresh~* fit. Bury me in this sweater vest pls. [Instagram]. [Accessed 26 April 2021]. Available from: https://www.instagram.com/p/CHDZbqzAApL/ 27.

House of Sunny. 2021. Wave rider cardi. [Online]. [Accessed 4 May 2021]. Available from: https:// www.houseofsunny.co.uk/product-page/wave-rider-cardi 28.

House of Sunny. 2021. The bay set. [Online]. [Accessed 4 May 2021]. Available from: https://www. houseofsunny.co.uk/product-page/the-bay-set 29.

House of Sunny. 2021. Pure shores dungarees. [Online]. [Accessed 4 May 2021]. Available from: https://www.houseofsunny.co.uk/product-page/pure-shores-dungarees 30.

House of Sunny. 2021. GET BACK TO WHAT YOU LOVE. [Online]. [Accessed 4 May 2021]. Available from: https://www.instagram.com/p/CNFue51husb/ 31.

Olivia Grace Herring TikTok. 2021. TikTok screenshot. [Online]. Accessed 26 April 2021].

32.

During July TikTok. 2021. TikTok screenshot. [Online]. Accessed 26 April 2021].

33.

Olivia Grace Herring TikTok. 2021. TikTok screenshot. [Online]. Accessed 26 April 2021].

34.

Campbell, L. anon. Record player. [Online]. [Accessed 3 May 2021]. Available from: https://unsplash. com/photos/1w1OMV8CEeM 35.

Terson, J. 2020. Space themed decoration. [Online]. [Accessed 4 May 2021]. Available from: https:// www.partyslate.com/best-of/futuristic-and-space-themed-party-ideas/ 36.

House of Sunny. 2021. GET BACK TO WHAT YOU LOVE. [Online]. [Accessed 4 May 2021]. Available from: https://www.instagram.com/p/CNFue51husb/ 37.

Terson, J. 2020. Blue and purple venue. [Online]. [Accessed 4 May 2021]. Available from: https:// www.partyslate.com/best-of/futuristic-and-space-themed-party-ideas/ 38.

House of Sunny. 2021. RIDE A WHITE SWAN. [Online]. [Accessed 4 May 2021]. Available from: https://www.instagram.com/p/CLd_QUNFANH/ 39. Unsplash?

40. Unsplash?

41.

Ng, C. anon. Blue and gold rings. [Online]. [Accessed 4 May 2021]. Available from: https://unsplash. com/photos/hxtKsjWSd3M 42.

House of Sunny. 2021. WELCOME TO THE REEF. [Online]. [Accessed 4 May 2021]. Available from: https://www.instagram.com/p/CJlCAa9FCEI/ 43.

House of Sunny. 2022. BIG SPLASHING WITH house of sunny. [Online]. [Accessed 4 May 2021].

Available from: https://www.instagram.com/p/CJt6_kxFWfP/