ANYA CLAYTON MARKETING PLAN

BY ANYA CLAYTON

WORD COUNT: 2927

SS/20

MARKETING PLAN

STUDENT NUMBER: W15024405

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CNTRL

INTRODUCTION//.................4-11 PRODUCT//.....................13-29 PRICE//.......................21-37

PROCESS//.....................45-49 PROMOTION//...................51-55 PHYSICAL EVIDENCE//...........71-79 PEOPLE//......................81-85 FUTURE PLANS//................87-95 APPENDIX//....................97-99 REFERENCES//................101-103

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CONTENTS PAGE//

PLACE//.......................39-43

INTRODUCTION//

CNTRL aims to make the consumer take a different approach to using technology.

From primary research in the form of a questionnaire we found that millennials know they overuse their devices but find it hard to put them down. Most say the biggest issue is the distraction that their device causes when trying to undertake simple daily tasks. As well as distraction, technology use is having a large impact on millennial mental health. Heavy use of social media makes the consumer insecure and makes them question everything about their lives if they see someone online doing it better.

CNTRL aims to make the consumer enjoy their lives to the fullest without the pressures of social media.

CNTRL is just about to launch its debut collection that focuses on the issue of heavy use of technology and is inspired by British anthology television series ‘Black Mirror’. CNTRL’s products help to bring light to such a dark subject with bold colours and vibrant prints, with the aim of making the consumer connect in face-toface interactions. Even though CNTRL is a high-end brand it aims to create products that’s are affordable for all. Bar CNTRL will be an added feature to the brand that allows consumers a place to relax without the pressures of technology. CNTRL is not just a fashion label, is it is a way of live that aims to build a community.

This marketing plan will show how CNTRL will hit their objectives as a brand, while also trying to raise awareness of the brand and their values.

• To show potential investors the aims o f CNTRL in the next year • Show the consumer that CNTRL i s more than just a fashion brand • Create excitement a round collection

the

up-coming

CNTRL

• To launch CNTRL as a brand that is forward thinking and matches the needs of our consumer • We want CNTRL to have a positive impact o n our consumers and the wider environment • Maximise brand exposure ensuring both products and ethos are as strong as each other

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INTRODUCTION// MARKETING PLAN OBJECTIVES

MARKETING PLAN OBJECTIVES

All CNTRL products are produced in the UK to make sure staff are paid a fair wage, quality can be controlled. Producing in the UK is better for our carbon footprint.

CNTRL is a brand that promotes face-to-face interactions by making the consumer aware of the issues around technology.

INTRODUCTION//BRAND PHILOSOPHY

CNTRL is more than just a fashion brand it is a community of like-minded people and wants to be a brand that offers its consumer a safe place to connect with peers and make friends. Therefore, CNTRL will open a bar where the consumer can ‘hang out’ and relax.

Although CNTRL does put out collections at the start of seasons, we do not support fast fashion and want all products to carry on their lifecycle after a season has finished.

CNTRL makes small batches of garments to make sure we are adding as little to landfill as possible.

Quality is important which is why CNTRL takes pride in the fabrics we select for our products making the consumer know they’re getting quality for their money.

BRAND PHILOSOPHY

CNTRL which staff their brand

thinks communication is important is why in our stores and online, and the consumer have a place to have say about what they think about the and how it is being run.

CNTRL aims keep customer loyalty by letting the consumer collection ‘take a break’ points through the CNTRL app that allows them to be entered into giveaways and competitions.

CNTRL is a brand for everyone which is why we offer products at different price points so it is accessible for all.

A high standard of aftercare service is important to everyone at CNTRL which is why we have a generous refund policy and will be happy to fix clothing in the store if for some reason, it breaks free of charge. (this includes buttons and breakages of zips up to 3 years after its purchase, after 3 years a small fee may be charged.)

FIGURE (01)

Bar CNTRL offers adds extra depth to the brand which will help the consumer to meet people like themselves. When entering the bar customers will be advised to leave their mobile phones/devices in lockers so that when socialising with friends they will be more conversational and not have the added pressure of technology.

Collectable items that change every 6 months at a low cost will create a buzz around the brand and keep customer loyalty.

CNTRL take quality seriously meaning all CNTRL products are finished to a very high standard and all fabrics have been carefully selected to feel as good as they look

The brand is not just about garments it’s about the whole community created by the idea behind the brand

USP

CNTRL pledges to not over produce items meaning less will go to landfill.

All CNTRL products are made in the UK, this will help to reduce CNTRL’s carbon footprint and provide jobs to people in the UK

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FIGURE (02)

INTRODUCTION//USP

Looks within collections involve many layers, meaning looks can be added to or taken from to make the collection more appropriate for all seasons

COMMUNICATION INNOVATION INTRODUCTION//BRAND VALUES

RESPONSIBILITY QUALITY INCLUSIVITY

COMMUNITY

INTRODUCTION//BRAND VALUES

EMPOWERMENT FUN FIGURE (03)

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LITY - INCLU SI QUA V IT Y

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CR EA

MPOWERMENT - E CO N MM FU UN -

LL TO CH HONE S T TE Y M BR RK UI

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TS IN THE UK N E M -P GAR HIGH QUALI L T Y- ERS AL ARE PR ON G TS OM A N A B I L L E E I UC O R -

OVER PRODUCIN NOT G

CNTRL is a fashion label that aims to raise awareness around the issues of technology but also promote face-to-face communication. The brands main consumer is aged between 18-24 but CNTRL feels as this is an issue that effects everyone they do not want to put an age on their label making everyone feel included. CNTRL makes clothing but is also about community and bringing people together.

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- INNOVATION N O RE TI A SP C I

Y - BUILDING LIT CO BI M MU SI N ON

A PR K

ADDING TO LAND F I ENT LL Y - MAKE SU EV R E PR OLOG A -

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INTRODUCTION//BRAND ONION

RI NG

E V TI

Y IT

I

WITCH G I A N G ING S E R M O F AS RAG F ENT CH OU I T C F S C A I T RO S H E UR EN P D SO

ITTEN NOTED WI R W ND- O-FACE INTER TH E A H T ACT VE E D IO RY E FAC S NS P LD - C O B LI NG A -

FIGURE (04)

WEAKNESSES

STRENGTHS

-CNTRL is more than just a fashion label, CNTRL brings people together and builds a community

-Due to being a new brand it is likely that CNTRL will make a large loss before making any profit

-CNTRL knows who is consumer is but is a brand that is inclusive for all

-Due to being a new brand CNTRL has less experience than already established brands

-All CNTRL garments are high quality, the consumer knows they are getting value for money -CNTRL is conscious of the environment and pledges to not put unsold garments to landfill, CNTRL hopes this will keep customer loyalty

-If the brand does not get enough investors on board with the new venture, it may not be able to continue

-The Bar CNTRL will help to bring in profit alongside the store aspect of the brand

OPPORTUNITIES

THREATS

-Collaborating with an already established brand would be a great way to get the CNTRL name out there

-The consumer may prefer larger brands as they can lower prices further due to mass production of products

-Building a loyal consumer base and a great relationship between the brand and its consumer

-CNTRL has a strong ethos, therefore by nature some people will oppose the brand ideals and therefore will not be interested in the products

-If the brand is successful it will be able to open more stores in different countries

-Due to CNTRL being a new independent brand it will be hard for us to beat competitor’s prices

-To build relationships with charities to donate to around the issues of technology

-Larger brands could copy our ideas but due to the size of our business we wouldn’t be able to fight back

FIGURE (05) 11

INTRODUCTION//SWOT ANALYSIS

-Although CNTRL has has positive feedback from peers, more research would have to be carried out with a wider market to see how much of a success this could be in terms of the mass market

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PRODUCT

CNTRL is a heavily print based womenswear brand inspired by British science fiction anthology television series Black Mirror.

PRODUCT//ABOUT LAUNCH COLLECTION

The UK 15-24-year-old consumer checks their mobile phone on average every 8.6 minutes. As well as the millennial now being dependant on their device it also plays a large part in the rise in mental health cases in the UK (Hymas, 2019).

‘When technology takes over’ is CNTRL’s launch collection aimed at a consumer that feels overwhelmed by the pressures of modern technology. This collection is aimed at a female audience and each look is made up of a variety of layered garments. This aims to add an element of protection to the consumer, making them feel less overpowered by technology, even if just in a conceptual sense. The collection appeals to consumers who express themselves with confidence and enjoy the feeling of belonging to a group of like-minded people who also want to share the same message. By wearing garments from the brand, they are saying to peers and strangers that they want face-to-face interactions without the constant use of technology. This promotes the importance of face-to-face communication and knowing when to switch off.

Fashion ruins the environment but on the other hand everyone need clothes. CNTRL pledges to not over produce garments so less waste goes to landfill. We have decided to produce all our products in the UK with the intention to keep CNTRL’s carbon footprint low but also to make sure all staff involved with CNTRL get a fair and honest wage.

CNTRL will offer products at different price points so every consumer can be a part of the CNTRL ethos if they want to. We have tackled this in different ways such as: •Offering a product that is exclusive and affordable that will change every 6 months (see pages 62-63 for more detail) • Designing garments that can be worn in different ways so the consumers feels they are getting 5 shirts in 1 •Bar CNTRL allows their customers to feel a part of the fashion brand even if they cannot afford to buy into the clothing element of the brand.

The CNTRL consumer values quality over anything else which is why all our garments

are finished to a very high standard. We DO NOT want to promote fast fashion which is why our garments are built to last. We do not want our customers feeling guilty when they buy clothing from us which is why we are constantly trying to think of new ways to make shopping with us guilt free.

The CNTRL brand hates technology and thinks it is more important for their customers to feel and look great in an outfit in real life and not just for social media. This is another reason why we put a lot of love and time into picking fabrics.

The aim of CNTRL giving our consumer a generous after care service (as explained in figure 01) is to increase customer loyalty. For a brand to be successful we believe that our customers need to trust us. When purchasing garments, returning them usually seems to be that much hassle that the consumer will either lose faith in the brand or stop buying from them, we do not want our customers to feel like this about us. By offering to mend any breakages in store this hopes to prove to our consumer that we value them and want them to value us too. High-end fashion is not cheap and at CNTRL we would much rather fix garments for our customers than them buy more clothing and dispose our old garments to landfill. We want our customers to feel like they have gained a garment that is value for money and meets all their expectations.

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PRODUCT//COLOUR STORY

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PRODUCT//FABRICS

PRODUCT//PRODUCT RANGE

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PRODUCT//PRODUCT RANGE

LOOK 1

PRODUCT NAME: STYLE CODE: PRODUCT DESCRIPTION: PRINTED COTTON TWILL CROPPED JACKET JERSEY COLLAR AND CUFFS ADJUSTABLE ELASTIC CORD & FASTENING

RUCHED JACKET CNTRLRJ02 FRONT VIEW:

QUANTITY: 100

FOIL JUMPSUIT CNTRLJS01 FRONT VIEW:

QUANTITY: 100

COST PRICE: £105.02 RRP: £504.07 BACK VIEW:

PRODUCT//STYLE SHEETS LOOK 1

PRINT: 2 COLOUR MOTHER BOARD & 1 COLOUR LARGE TEXT COLOURWAYS:

PRODUCT NAME: STYLE CODE: PRODUCT DESCRIPTION: HEAVY WEIGHT ALL IN ONE OUTFIT PRINTED WITH CLEAR FOIL ALL INNER SEAMS BOUND PRINT: LARGE SCALE TEXT COLOURWAYS:

COST PRICE: RRP: BACK VIEW:

£166.26 £789.05

PRODUCT NAME: STYLE CODE:

LOOK 2

PRODUCT DESCRIPTION: PRINTED SHIRT CAN BE WORN MULTIPLE DIFFERENT WAYS SLEEVES ARE REVERSIBLE

BOXY TOP SHIRT CNTRLBTS04 FRONT VIEW:

QUANTITY: 100

COST PRICE: RRP: BACK VIEW:

£176.76 £848.45

BIAS CROSS PANEL DRESS CNTRLBCPD06 FRONT VIEW:

QUANTITY: 100

COST PRICE: RRP: BACK VIEW:

£149.50 £717.60

PRODUCT NAME: STYLE CODE: PRODUCT DESCRIPTION: SILK BIAS CUT DRESS SPORTY D-DRING CLOSURE AT BACK HOOK & EYE COLLAR CLOSURE

(see appendix 1 for costing sheets)

PRINT: BLUE MOTHER BOARD COLOURWAYS:

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PRODUCT//STYLE SHEETS LOOK 2

PRINT: BLUE LARGE SCALE BEE COLOURWAYS:

PRODUCT//STYLE SHEETS LOOK 3

LOOK 3

PRODUCT NAME: STYLE CODE: PRODUCT DESCRIPTION: DOUBLE ZIP FASTENING DRESS ELASTICATED WAISTBAND DOUBLE TIER SLEEVE DRESS PRINT: 2 COLOUR MOTHER BOARD COLOURWAYS:

DOUBLE TIER SLEEVE DRESS CNTRLDTSD08 FRONT VIEW:

QUANTITY: 100 BACK VIEW:

PRODUCT NAME: STYLE CODE: PRODUCT DESCRIPTION: TOP THAT IS ALSO USED TO STORE PERSONAL POSSESSIONS LIKE A BUM BAG PRINTED WITH CLEAR FOIL BUCKLE CLOSURE AT BACK PRINT: CLEAR FOIL LARGE TEXT COLOURWAYS:

PRODUCT NAME: STYLE CODE: PRODUCT DESCRIPTION: ASYMMETRICAL PLEATED SKIRT ZIP CLOSURE AT LEFT SIDE

UTILITY TOP BAG CNTRLUTB06 FRONT VIEW:

QUANTITY: 100

ASYMMETRICAL MOTHERBOARD SKIRT QUANTITY: 100 CNTRLAMS07 FRONT VIEW:

PRINT: 1 COLOUR BLUE MOTHER BOARD COLOURWAYS:

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BACK VIEW:

BACK VIEW:

PRODUCT//STYLE SHEETS LOOK 4

LOOK 4

LOOK 5

PRODUCT NAME: STYLE CODE: PRODUCT DESCRIPTION: LIGHT WEIGHT COTTON DRESS PLACKET FASTENINGS DOWN SIDES OF GARMENT ADJUSTABLE ELASTIC CORD & FASTENING

SHIRT DRESS CNTRLSD03 FRONT VIEW:

QUANTITY: 100

COST PRICE: RRP: BACK VIEW:

£194.78 £934.92

DRAPERY BRA CNTRLDB05 FRONT VIEW:

QUANTITY: 100

COST PRICE: RRP: BACK VIEW:

£77.74 £373.15

PRODUCT//STYLE SHEETS LOOK 5

PRINT: LARGE SCALE TEXT, SMALL SCALE TEXT & LARGE SCALE BEE COLOURWAYS:

PRODUCT NAME: STYLE CODE: PRODUCT DESCRIPTION: ASYMMETRICAL BRA WITH ADJUSTABLE HALTER STRAP, METAL BIKINI CLOSURE AT BACK

PRINT: 2 COLOUR (PINK & YELLOW) MOTHERBOARD 2 COLOUR (PINK & BLUE) MOTHER BOARD COLOURWAYS:

LOOK 6

PRODUCT NAME: STYLE CODE: PRODUCT DESCRIPTION: ASYMMETRICAL ELASTICATED DRAPEY JERSEY BLOUSE ORANGE LARGE TEXT PRINT

DRAPEY TEXT BLOUSE CNTRLDTB09 FRONT VIEW:

QUANTITY: 100

MOTHERBOARD SCOOP SLIP CNTRLMSS10 FRONT VIEW:

QUANTITY: 100

BACK VIEW:

PRODUCT NAME: STYLE CODE: PRODUCT DESCRIPTION: SIMPLE YELLOW PRINTED BIAS CUT SLIP CONCEALED ZIP CLOSURE DOWN LEFT SIDE

PRINT: 1 COLOUR MOTHERBOARD COLOURWAYS:

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BACK VIEW:

PRODUCT//STYLE SHEETS LOOK 6

PRINT: 1 COLOUR LARGE TEXT COLOURWAYS:

PRODUCT//CONSUMER BOARD

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FIGURE (06) PRODUCT//CONSUMER BOARD

CNTRL TARGET CONSUMER HATES FAST FASHION

WORKS IN A CREATIVE JOB ROLE

FEMINIST

LOVES COCKTAILS

WHAT ARE THEY LIKE?

DRESSES FOR HERSELF & NOONE ELSE

CONFIDENT

LOVES SOCIALISING

PRODUCT//TARGET MARKET

CARES ABOUT THE ENVIRONMENT

LIKES TO BUY QUAILTY ITEMS, ALSO BUYS SECOND HAND

UNIQUE

A WOMAN WHO DOESN’T CONFORM TO POSTING POSEY SELFIES TO GAIN A REACTION GREAT CUSTOMER SERVICE INSTORE AND ONLINE

WHAT INFLUENCES THEIR BUYING BEHAVIOUR? IF PRODUCT IS SUSTAINABLE & OR ETHICAL

DURABLE AND WELL FINISHED GARMENTS QUALITY OF FABRIC

SHE IS MORE LIKELY TO BUY FROM A BRAND IF SHE FEELS CONNECTED TO IT IN SOME WAY

ALL PRODUCTS MAKE IN THE UK

HOW DOES CNTRL MEET THEIR NEEDS? ALL PRODUCTS MADE TO LAST

GENEROUS RETURNS POLICY

BAR CNTRL WILL HELP HER TO FEEL CONNECTED TO THE BRAND STAFF ARE WELL TRAINED TO PROVIDE EXELLENT CUSTOMER SERVICE

FIGURE (07)

PRODUCT//COMPETITORS MATRIX

HIGH PRICE POINT

LOW PRICE POINT 29

FIGURE (08)

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PRICE

PRICE//PRICING STRATEGY

CNTRL will create forums so customers can suggest if they agree with pricing of products. This will also give CNTRL a platform to explain why the prices of their products are so.

CNTRL wants to price their garments at a price that as many people as possible can afford, but it is important to let the consumer know why the garments are priced the way they are. Fashion is not very kind on the environment so CNTRL feels it is their responsibility to make sure their products are as ethical, sustainable and eco-friendly as possible. Due to this it will make prices higher than the high-street but on the other hand it will be much higher quality.

PRICING STRATEGY

CNTRL believes the quality of the garments is reflected in the price.

CNTRL aims to offer products at different price points so every consumer can be a part of the CNTRL ethos if they want to.

CNTRL will offer a low interest credit system where the consumer can buy garments and pay for garments monthly, this makes the CNTRL brand more inclusive to people with less disposable income.

FIGURE (09)

SHIRT DRESS £934.92

TOP-PRICE PRODUCT FOIL JUMPSUIT £789.05

PRICE//PRICE PYRAMID

BIAS CROSS PANEL DRESS £717.60

PREMIUM-PRICE PRODUCT

FIGURE (10) - PRICE PYRAMID - ADAPTED FROM HARIET POSNER, (POSNER, 2017)

DRAPEY BRA £373.15 RUCHED JACKET £504.07

MID-PRICE PRODUCT BEE EARRINGS £40

LOWEST-PRICE PRODUCT

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BUMBAG £85

STELLA MCCARTNEY - KATIE KISSING BRA £115

JAMIE WE: HUANG - NERGUI JACQUARD SPORTS BRA £108

CNTRL - DRAPEY BRA £373.15

ALEXANDER MCQUEEN - TORN ROSE SILK SHIRT £895

BELENCIAGA - PRINT SHIRT £950

CNTRL - BOXY TOP SHIRT £848.45

PRICE//COMPETITOR PRICING

VIKTOR & ROLF - BORING DRESS £701.56

ALEXANDER MCQUEEN - OFF SHOULDER DRESS £2340

BELENCIAGA - SHIRT DRESS £950

CNTRL - SHIRT DRESS £934.92

After completing a competitor’s matrix (see figure 08) to see where we stand against our competitors, we decided to visually look at garments that our competitors produce that are like our own and see how much they cost (see figure 11). It was interesting to see how other brands price their garments as when we costed our garments (see appendix 1) we found it tricky to use meadow’s rule of thirds method to get a price that did not seem too expensive. It was found that at first, we costed the labour costs as a sample rather than a production price. Once the adjustments were added the overall price came down but all the garments are still expensive. By costing the collection we saw the importance of pricing behind high-end brands, which helped us to understand more about what the consumer may expect from a brand like ours when it comes to price. Our collections are non-season specific which makes our garments better value for money when thinking about how long the consumer will want to wear it for. Our typical consumer has a well-paid job but wants to buy more expensive garments less often. This fits in with our ‘Responsibility’ and ‘Quality’ brand values because if we produce garments that are great quality and durable our customers will be happy.

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PRICE//COMPETITOR PRICING

JAMIE WE: HUANG - JUNKAI SHIRT £260

STELLA MCCARTNEY - SHEILA SILK DRESS £ 1,165 PALMER HARDING - HEATHERS SHIRT £269 MONKI - TRIANGLE BRA £15

VIKTOR & ROLF - BLOUSE £1753.90

JAMIE WE: HUANG - CHLOE DRESS £550

PALMER HARDING - HEATHERS DRESS £525 ASOS - UNDERBOOB TRIANGLE BRA £20

FIGURE (11)

FIGURE (12)

FIGURE (14)

FIGURE (13)

PRICE//COSTING

FIGURE (15)

FIGURE (16)

FIGURE (17)

FIGURE (18)

For CNTRL’s debut collection it was decided to only make 100 of each garment so it stays exclusive and minimizes risk of excess stock. We have tried to evenly distribute the garment amounts over the sizes we have selected because we want our brand to be inclusive for all sizes (see figure 17). We have also done this to see which sizes sell best, so that in future collections we can alter sizing quantities accordingly.

In the first year of sales CNTRL makes a loss of ÂŁ288,044.04.

Even though this is a large amount of money we hope to show our business idea to potential investors and make money through Bar CNTRL towards future collections and expansions.

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PRICE//COSTING

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PLACE

STORE AIMS

PLACE//STORE AIMS

Own stores would be concept stores aiming to excite the consumer and make them think it’s a cool place to hang out. There will be a bar out the back which will make the consumer feel more a part of the brand.

CNTRL wants its first bricks and mortar store to be Newcastle. Having a physical store and bar will help build the CNTRL community as they will have a place meet up. After Newcastle, the end goal is to expand London, Berlin, Copenhagen, Paris etc.

Bar CNTRL will be the hub for the CNTRL consumer, where they can kick back and relax which a bunch of like-minded individuals. The bar will be out the back of the store so it can be open throughout the day but also when the clothing store is closed. Having Bar CNTRL will not only help their consumer feel more a part of the brand but will help raise funds towards the development of new collections.

in to to to

FIGURE (19)

PLACE//STORE AIMS

The CNTRL flagship store in Newcastle is on Grainger Street, located opposite streetwear brand END. We chose this location due to access to bar space to the back of the store that can be accessed without going through the store and with it being central to Newcastle. The flagship store is the centre of the CNTRL brand as the design studio is located on the top floor of the building. By having the store, the studio and the bar near to each other will make the process from design to product, to consumer much more cohesive. The store is minimalistic, due to the bright colours that run through the CNTRL collections.

The store does not want to take away from the product.

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PLACE//POP-UP STORES

Due to CNTRL already making such a large loss in the 1st year we will be curating a series of pop up shops in quirky venues to get people talking about our brand.

Money is tight so we will fund this through using free event spaces, sponsorships & investors. The consumer will be able to find out about our pop up events through teases on social media and through using the CNTRL app. Due to the brands ethos of anti-technology we will keep that side to a minimum and try and promote the pop-up stores as much as possible through faceto-face promotion. By having pop-up shops this will help us to test the water for future expansion and let consumers not in the Newcastle area be able to see CNTRL products up close and personal.

PLACE//POP-UP STORES FIGURE (20)

Our first pop-up venture is sponsored by local business YOLO who own STACK box park in the centre of Newcastle. They have given us a generous space to sell our garments and try out some workshops that we will also be running in Bar CNTRL. By having this support, it enables us to try new ideas out while taking the monetary pressure. We have secured a 3 month summer contract with STACK. 43

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PROCESS

FIGURE (21)

PROCESS//ONLINE DISTRIBUTION PROCESS

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FIGURE (22)

PROCESS//INSTORE PROCESS

NOT HAPPY WITH YOUR PURCHASE?

PROCESS//OUT OF STORE RETURNS PROCESS

SPEAK TO OUR CUSTOMER SERVICE TEAM THROUGH OUR LIVE CHAT/HELPLINE

Just for calling our helpline you will be awarded with 100 complimentary ‘take a break points’

Hi of I’m your

I’m Tom in-charge customer service. here to make sure issue gets sorted!

Please remember that due to the nature of our business the live chat and the helpline will only be open 9am-6pm Monday - Friday. We do this because we think it is important to take time away from technology & enjoy what’s around you. If it can’t wait until Monday feel free to come into our store & we will help you with your querie there.

If you have ordered a product online & want to return it you can simply put it in the collect+ envelope that should come will your purchase, which means you can drop it off at your local shop or post office. See www.collectplus.co.uk for more information

This service is completely free of charge

FIGURE (23)

NOT HAPPY WITH YOUR PURCHASE?

BRING IT INTO STORE & WE WILL EXCHANGE IT FOR YOU!

(UP TO 3 MONTHS AFTER PURCHASE, IF SWING TAGS ARE STILL ATTACHED & BRING VALID RECIPT)

SOMETHING BROKEN? WANT YOUR MONEY BACK?

AS LONG AS THE TAGS ARE ON & YOU HAVE YOUR RECIPT, YOU HAVE 3 WHOLE MONTHS!

BRING YOUR GARMENT INTO STORE & WE CAN EITHER EXCHANGE IT FOR YOU OR WE CAN FIX IT IN-STORE FOR FREE (FOR UP TO 3 YEARS AFTER PURCHASE)

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FIGURE (24)

PROCESS//IN-STORE RETURNS PROCESS

NOT QUITE WHAT YOU EXPECTED?

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•Create awareness of the brand •Build hype and excitement for the brand •Show that CNTRL has more to offer than clothing •Increase sales

OBJECTIVES

PROMOTION

EVENT 001

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BAD CHAPEL RESIDENTS TAKING OVER THE MUSIC FROM 9PM

TALKS FROM CHARLIE BROOKER & ANNABELLE JONES (CREATORS OF BLACK MIRROR)

PROMOTION//LAUNCHES

C L P

TIME: 7.30PM-LATE DATE: 28TH FEBRUARY

EVENT DETAILS: CNTRL FASHION LABEL LAUNCH//SNEAK PEAK OF COLLECTION// EVERYONE WELCOME//

LOCATION:BAR CNTRL // GRAINGER STREET, NEWCASTLE UPON-TYNE

FIGURE(25)

September October

November December January

February

March

April

May

June

July

August

FIGURE(26)- PRODUCT & PROMOTION CALENDAR CNTRL’s brand launch will be held at bar CNTRL. The decision was made to open the bar 2 months before (see figure 25) the brand launch, this is to create income for upcoming brand costs and to give staff enough time to feel confident in their new role. Due to the marketing and social media launch going live a month before the bar opening we hoped this would create a buzz around all the launches for CNTRL in the coming months.

located just inside the bar. This is to create a technology free event and promote face-to-face communication.

Attendees will hold the key to their locker and can access any belongings when they chose but alternatively for any calls they can use the CNTRL telephone box (see figure 27).

The launch party will be an event open to anyone who wants to attend, with guest speakers Charlie Brooker and Annabelle Jones giving an insight into the writing and producing of anthology television series Black Mirror. We thought this would be interesting for our consumer, as Black Mirror is where the original idea for CNTRL’s debut collection came from. A selection of drinks and tacos provided by local business Chuchos will be available for free however other alternatives will be available from the bar. Music from ‘Bad Chapel’ residents will get the party started before the big reveal of the collection will take place at 10pm.

Before entering the event, all attendees are advised to leave all devices in lockers 53

FIGURE(27)

PROMOTION//LAUNCHES

Tasks Concept Research Design Research Print Research Design Development Fabric Sourcing Print & Fabric Sampling First Proposed Collection Line-up Pattern Cutting For Toiles Constructing toiles Fittings of toiles Choosing Prints for Garments Producing Final Prints on Final Fabrics Production of Final Garments Planning Shoot & Location Scouting Shooting Collection Promotional Shots Concept Bar & Store Research Designing Bar & Store Constructing Bar & Store Branding Promotion Product Design & Production Marketing Meeting Pop-up Store Planning Booking Tradeshows Branding & Marketing Launch For CNTRL Bar Launch Look book Launch Bar CNTRL Opening App Design & Development Take A Break App Launch Marketing Launch Invited for Launch Party Sent Out Social Media Launch Brand Launch Event CNTRL Events in Bar First CNTRL Competition Launch Collection Launch Buyers Event Manufacturing Collection availble in Stores Sales Review Researching Potential Collaborations Product Distribution Website Design & Development Website Launch Follow on Collection Research

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PROMOTION//EVENTS & COLLABORATIONS

FIGURE(28)

FIGURE(29)

Bar CNTRL has a weekly structure of events (see figure 30). The reason why Bar CNTRL thought it is important to have a busy event schedule to keep the buzz around the brand alive and make all customers feel a part of the brand even if they cannot afford the clothing. Workshop Thursdays will include a large range of art workshops starting with a collaboration with northern print who are coming to come down and print some tote bags. This class will be extremely affordable at only ÂŁ5 per person and will include a tote bag to take home that they have printed themselves. By putting on these events in a technology free environment it will give the CNTRL consumer the opportunity to build friendships and connect with others face-to-face without the pressures of technology holding them back.

WEEKLY EVENTS

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MONDAY:BIG TALKS

BIG TALKS IS BAR CNTRL’S WEEKLY DOSE OF WISDOM EACH WEEK WE HAVE A DIFFERENT GUEST SPEAKER TO COME AND TALK TO YOU. EVERYTHING FROM POETRY TO POLITICS, COME DOWN FROM 7PM.

TUESDAY:TACO TUESDAYS

FOR ALL EVENTS LEAVING DEVICES IN THE CNTRL LOCKERS IS ADVISED.

HERE AT BAR CNTRL WE LOVE TO TACO. EVERY TUESDAY LOCAL BUSINESS CHUCHOS TAKES OVER OUR KITCHEN AND PROVIDES YOU WITH THE FINEST TACOS AROUND. AS WELL AS TACOS WE BAR CNTRL WILL PROVIDE YOU WITH 2-4-1 COCKTAILS ALL EVENING. JOIN US FROM 7PM.

WEDNESDAY:QUIZ

ON WEDNESDAYS WE QUIZ! COME AND JOIN US FROM 8PM TO GET YOUR QUIZ ON, £1 PER PERSON WITH PRIZES TO BE WON AND COMPLIMENTARY CHEESY CHIPS FOR EVERY GROUP.

THURSDAY:WORKSHOPS

WORKSHOP THURSDAYS IS YOUR TIME TO GET ARTY! WITH SOME CLASSES BEING FREE THIS GIVES YOU OPPORTUNITY TO TRY SOMETHING YOU’VE NEVER TRIED BEFORE! FIND OUT MORE INFORMATION AND WHERE TO SIGN UP IN BAR CNTRL.

FRIDAY:APE-X TAKEOVER

EVERY FRIDAY COME JOIN US FROM 9PM-2AM FOR THE APE-X TAKE OVER. THE BEST DJ’S IN NEWCASTLE WILL BE BRINGING YOU THE BEATS UNTIL THE EARLY HOURS OF THE MORNING. IN COLLABORATION WITH GLITTER STATION YOU CAN COME AND GET ALL SPARKLY AND GET DOWN AND DIRTY ON THE DANCE FLOOR.

SATURDAY:LIVE MUSIC

WE KNOW NOT EVERYONE LIKES DANCE MUSIC SO ON SATURDAYS WE TAKE IT BACK A NOTCH AND GIVE YOU THE BEST LIVE MUSIC THE NORTHEAST HAS TO OFFER. THANKS TO THE ROOKERY FOR MAKING THIS LINE-UP POSSIBLE.

SUNDAY:MOVIE CLUB

COME JOIN US EVERY SUNDAY FROM 7PM WHERE WE WILL BE SHOWING BEST OF INDEPENDENT AND CLASSIC FILMS. GOT AN IDEA OF WHAT YOU WANT TO WATCH OR HAVE A FILM OF YOUR OWN YOU WANT TO SHARE? LET US KNOW EITHER BY TELLING ONE OF OUR BAR STAFF OR EMAILING SALLY@CNTRL.COM LOCATION:BAR CNTRL // GRAINGER STREET, NEWCASTLE UPON-TYNE

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BAR CNTRL GIVES OPPORTUNITY TO NEW UP AND COMING ARTISTS TO SHOW THEIR WORK. EACH ARTIST WILL BE ALLOWED TO DO WHAT EVER THEY WANT WITH THE WALLS FOR A MONTH FOR FREE! CONTACT SALLY@CNTRL.COM FOR MORE INFO.

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For each garment in CNTRL’s debut collection, swing tags have been produced that colour match each garment. Under this there is a fabric sample and swing tag that holds information about the collection. With every purchase instore the customer will receive a free shopping bag (see figure 31) to take away. This is instead of the usual plastic bag given in clothing stores. Even though it is made from plastic it is far more durable than a carrier bag meaning it will last longer and the customer will feel like they are getting better value for money when buying high priced garments instore. We wanted to use a clear material for the shopping bag to show off the garments and their colour when they are taken away from the store.

PROMOTION//BRANDING

FIGURE(32) - CONCEPT BOOK

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AnOther PROMOTION//PUBLICITY & ADVERTISING

Spring/Summer 2020 UK £6.95 US $19.99 CAN $16.95

Photopgraphed by Anya Clayton

New Brand CNTRL releases their debut collection inspired by British anthology television series Black Mirror.

FIGURE(33)

We have released a press release to attempt to gain more coverage for the event (see figure 35)

CNTRL_OFFICIAL

Sponsored

At the launch event, there will be a branded CNTRL telephone box (see figure 27), but these boxes will also be used to promote the brand out of the store and Bar CNTRL. From research, we found guerrilla marketing is effective and by having our custom boxes popping up in different cities with facts on them linked to the heavy use of technology, that this could draw more attention to the brand.

EVENT 001

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TIME: 7.30PM-LATE DATE: 28TH FEBRUARY

EVENT DETAILS: CNTRL FASHION LABEL LAUNCH//SNEAK PEAK OF COLLECTION// EVERYONE WELCOME//

LOCATION:BAR CNTRL // GRAINGER STREET, NEWCASTLE UPON-TYNE

PRESS INVITATION

782 Likes LAUNCH PARTY//28TH FEB

On 28th Feb 2020 Bar CNTRL will be holding CNTRL’s debut collection release at their brand launch event. We would appreciate any press to come down and document the event. The event will be held at Bar CNTRL, Grainger Street, Newcastle Upon-Tyne from 7.30pm.

#TAKECNTRL

View all 245 comments 2 DAYS AGO

The collection is inspired by British anthology series Black Mirror, which has caught the attention of the writers and producers. Charlie Brooker and Annabelle Jones (creators of Black Mirror) will be attending the event to give us the insight into the writing and production of the Black Mirror series, followed by music from ‘Bad Chapel’ residents and the collection release.

FIGURE(34) To get the word out about CNTRL we wanted to appear in a magazine that we thought reflected us as a brand, that promotes products in a similar price point to our own. We chose to contact AnOther magazine as we like that their publications are about more than just fashion. We felt CNTRL would fit well with their ethos (see figure 33).

CNTRL wants to support the community which is why we have got local business Chuchos on board to be serving food at the event. Chuchos is an authentic Mexican eatery that due to their success has just opened their second restaurant.

CNTRL is a fashion brand that promotes face-to-face communication and knowing when to switch off from technology.

Because of this we ask all journalists to respect this and switch back to using analogue cameras and a pen and paper where possible. We understand this will not be an option for everyone but kindly advise against excessive amounts technology at the event.

If you require any more information do not hesitate to contact me at jess@cntrl.com

CNTRL also wants to advertise in Newcastle as that is where the brand is. To try and avoid using technology we decided to hand out flyers and put up posters around the city centre to create awareness about the launch party. The original plan was for CNTRL to be a completely social media free brand however, through research we found this would have a really big impact on sales and outreach. The decision was made to not abolish the use of social media but just keep it to a minimum.

Many Thanks, Jess Denney CNTRL Marketing

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CNTRL is about community which is why head designer Anya Clayton will be holding a talk at Bar CNTRL’s big talk event, to talk about her experiences of starting a business and the struggles and excitement that come with it. Local journalism site ‘The Crack’ said they will come down to cover to event in hope of more publicity for the brand.

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PROMOTION//PUBLICITY & ADVERTISING

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BAD CHAPEL RESIDENTS TAKING OVER THE MUSIC FROM 9PM

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TALKS FROM CHARLIE BROOKER & ANNABELLE JONES (CREATORS OF BLACK MIRROR)

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To persuade the consumer to come into store we have created an event that will get them excited about the brand (see figure 40). See figure 36-38 to see what prizes they can win at the event. Due to CNTRL starting off as an independent brand we will only be selling our products from either our store or online. We may start to work with stockists later but for now we are not which is why the instore reveal event is crucial to get customers into store.

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EVENT DETAILS: IF YOU MISSED OUR LAUNCH PARTY DON’T WORRY! WE ARE HAVING A SPECIAL INSTORE EVENT WHERE YOU CAN LOOK AT THE NEW COLLECTION, HAVE A BOOGIE AND GET THE CHANCE TO WIN SOME PRIZES.

LOCATION:CNTRL // GRAINGER STREET, NEWCASTLE UPON-TYNE

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FIGURE(40)

PROMOTION//PUBLICITY & ADVERTISING

COLLECTIBLE FREEBIES UP FOR GRABS (ONLY A LIMITED AMOUNT, FIRST COME FIRST SERVE BASIS)

APE-X RESIDENTS TAKING OVER THE DECS @ 1PM

COME TO THE INSTORE FOR A CHANCE TO WIN MATCHING SHOES TO OUR DEBUT COLLECTION

TIME: 1PM-6PM DATE: 7TH MARCH

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At CNTRL we know fashion is not great for the environment which is why we try to do our bit for the environment when possible, such as using scrap fabrics to make new products (see figure 41). These products will be sold at a cheaper price point than garments because it is scrap fabric and CNTRL wants to be a brand accessible to all.

The ‘Take a Break’ (see figure 42-43) app aims to help the CNTRL consumer learn how to take a step back from technology. The app has a timer which is set by the user e.g. 30 minutes. When set, the timer will start to count down and if the user manages to not exit the app before the timer ends they will be rewarded with ‘Take a Break’ points (10 minutes = 1 point). The points are used to enter the consumer into CNTRL competitions/giveaways but will also be used as a way of winning tickets for CNTRL events.

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PROMOTION//PROMOTIONAL ITEMS

Every 6 months CNTRL will release a new range of earrings and badges (see figure 44) that match the latest collection.

These items will come at a very affordable price and once they are sold out, that design will not be produced again. This will create excitement around the brand and this product because they will become collectible items.

FIGURE(45)- SAMPLE PAGES FROM CONCEPT PUBLICATION 67

PROMOTION//PROMOTIONAL ITEMS

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PROMOTION//WEBSITE DESIGN

BLOG

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PHYSICAL EVIDENCE

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PHYSICAL EVIDENCE//STORE

FIGURE (50) - EXTERIOR SHOP SIGN

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PHYSICAL EVIDENCE//STORE & BAR

FIGURE (49) - LOCKERS FOR BAR ENTERANCE

PHYSICAL EVIDENCE//BAR LAYOUT

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PHYSICAL EVIDENCE//BAR LAYOUT

PHYSICAL EVIDENCE//CUSTOMER INTERACTION

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PHYSICAL EVIDENCE//CUSTOMER INTERACTION

FIGURE (54) - STAFF UNIFORM

PHYSICAL EVIDENCE//STAFF UNIFORM

PHYSICAL EVIDENCE//STAFF UNIFORM

All staff will receive a branded t-shirt and a bum bag that’s made from waste fabric to wear on shift. We have chosen to do this rather than get staff to wear the CNTRL clothing so they stand out in the store and do not have to pay for CNTRL clothing if they cannot afford it. This also helps for all staff to look the same and by always having the same uniform they will still fit in when the next collection is released.

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HEAD OFFICE

MARKETING TEAM

DESIGNERS ANYA: HEAD DESIGNER AND FOUNDER OF CNTRL CAT: ASSISTANT DESIGNER AND ENVIRONMENTAL ACTIVIST

PROMOTIONAL DESIGN

JESS IS IN CHARGE OF THE MARKETING TEAM. AT THE MOMENT IT IS JUST HER & LUCY WHO IS THE IN-HOUSE BLOGGER. THE MARKETING TEAM WORKS CLOSELY WITH THE PROMOTIONAL DESIGN & EVENTS TEAMS TO MAKE SURE THEY ARE ALL ON THE SAME PAGE.THE MARKETING TEAM HOPES TO EXPAND AFTER THE FIRST YEAR OF BUSINESS.

ELLEN DESIGNS ALL POSTERS, FLYERS & ANYTHING THAT PROMOTES THE BRAND. SHE CLOSELY WORKS WITH THE HEAD OF MARKETING & THE EVENTS ORGANISER TO MAKE SURE ALL THEIR VISIONS ARE MET.

PEOPLE//WHO DOES WHAT

EVENTS ORGANISER SALLY IS THE EVENTS ORGANISER. SHE FOCUSES ON PUTTING ON EVENTS IN BAR CNTRL AND MAKE SURE THE EVENTS MEET THE CONSUMER NEEDS. HER GOAL IS TO GIVE THE CNTRL CONSUMER EVENTS WHERE THEY CAN MEET LIKE-MINDED INDIVIDUALS AND HAVE A SPACE TO BE FREE OF TECHNOLOGY.

CUSTOMER QUERIES

TOM IS IN CHARGE OF DEALING WITH CUSTOMER COMPLAINTS, QUERIES AND AFTER CARE. HE RUNS A SMALL TEAM THAT ANSWERS THE PHONES, REPLY TO EMAILS AND RESPOND TO LIVE CHAT QUESTIONS. THIS SERVICE ONLY RUNS IN OFFICE HOUR MONDAY TO FRIDAY.

IN-STORE

STORE MANAGER

ASSISTANT MANAGER

MELISSA IS THE NEWCASTLE FLAGSHIP STORE MANAGER. HER ROLE INCLUDES THE DAY-TO-DAY RUNNING OF THE STORE AND KNOWS EVERYTHING THERE IS TO KNOW ABOUT EVERY PRODUCT IN THE CNTRL STORE. THIS IS IMPORTANT SO SHE CAN TRAIN HER STAFF WITH THE SAME KNOWLEDGE. HER ROLE ALSO INCLUDES EMPLOYING STAFF FOR THE STORE. SHE IS A BRAND AMBASSADOR AND IS KNOWN IN THE NEWCASTLE AREA FOR HER UNIQUE STYLE.

EBONY IS THE ASSISTANT MANAGER AT THE NEWCASTLE FLAGSHIP STORE. HER ROLE IS TO ASSIST MELISSA IN THE DAILY RUNNING OF THE STORE.

BAR MANAGEMENT INDY THEM MAKE WEAR

AND JOSIE MANAGE THE BAR ON A ROTATING BASIS, THEY SPLIT THE DAYS BETWEEN SO THE BAR CAN BE OPEN 7 DAYS A WEEK. THEY WORK CLOSELY WITH SALLY TO TURN THE EVENTS SHE ORGANISES ARE WHAT THE CONSUMER WANTS. INDY AND JOSIE CNTRL CLOTHING WHEN AT WORK AND ARE ESSENTIALLY THE FACE OF THE BRAND.

STORE ASSISTANTS THE CNTRL STORE ASSISTANTS ARE THERE TO MEET AND GREET CUSTOMERS, ANSWER ANY QUERIES IN STORE AND UPHOLD A HIGH STANDARD OF CUSTOMER SERVICE AT ALL TIMES. BY BEING ON THE SHOP FLOOR THEY ARE THE FACE OF THE BRAND, MEANING THE PEOPLE WHO ARE THERE ARE THERE BECAUSE THEY ARE ENTHUSIASTIC ABOUT THE BRAND AND ENJOY THEIR ROLE. ALL STORE ASSISTANTS ATTEND REGULAR MEETINGS AND TRAINING SESSIONS TO MAKE SURE THEY FEEL THEY HAVE A GOOD KNOWLEDGE OF ALL PRODUCTS, THIS AIMS TO GIVE STAFF CONFIDENCE WITH SELLING CNTRL PRODUCTS.

BAR STAFF THE BAR STAFF ARE THERE TO MAKE DRINKS IN BAR CNTRL AND MAKE SURE THE CUSTOMERS ARE HAPPY. IT IS IMPORTANT THAT THEY KEEP A HIGH LEVEL OF CUSTOMER SERVICE AT ALL TIMES TO MAKE SURE THE CUSTOMER POSITIVELY REMEMBERS THEIR TIME AT CNTRL. ALL BAR STAFF ATTEND REGULAR MEETINGS WHERE ALL STAFF GET TO HAVE THEIR SAY ON HOW THE BUSINESS IS BEING RUN. THEY ALSO HAVE MONTHLY TRAINING SESSIONS WHERE BRIEFS ON NEW EVENTS AND NEW DRINK TRAINING HAPPENS. THIS AIMS TO KEEP THE STAFF AT CNTRL AS HAPPY AS THE CONSUMER.

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TRAINING PROGRAMME

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BEFORE YOU START WORKING FOR US WE WANT YOU TO MAKE SURE YOU FEEL COMFORTABLE IN YOUR ROLE. YOU WILL ATTEND A PAID MONTHLY MEETING THAT BRIEFS YOU ON ALL NEW PRODUCT. BY HOPE THAT BY DOING THIS YOU FEEL AS CONFIDENT IN YOUR ROLE JOB AS WE DO. WHAT WE WANT FROM OUR STAFF: • WE WANT OUR STAFF TO BE PASSIONATE ABOUT THE BRAND & ABOUT THE FASHION INDUSTRY. • WE WANT OUR STAFF TO BE INTERESTED IN PROGRESSING IN THEIR ROLE E.G.- A BAR TENDER WITH THE AMBITION TO BE A FASHION DESIGNER. WE WANT THIS BECAUSE AS OUR BUSINESS EXPANDS WE ARE MORE LIKELY TO RECRUIT INTERNAL STAFF THAT ALREADY KNOW HOW THE COMPANY WORKS. PERKS OF THE JOB INCLUDE: • 50% OFF IN BAR CNTRL • ENTRY TO ALL CNTRL EVENTS • 10% OFF ON ALL PRODUCTS IN THE CNTRL STORE • 1 SHARE TO THE COMPANY WE HOPE THAT BY GIVING YOU THESE PERKS YOU TAKE YOUR JOB SERIOUSLY AND GENUINELY WANT TO WORK WITH US.

IF YOU HAVE ANY QUESTIONS FEEL FREE TO SPEAK TO YOUR MANAGER OR CONTACT ME DIRECTLY AT ANYA@CNTRL.COM

LOCATION:CNTRL // GRAINGER STREET, NEWCASTLE UPON-TYNE

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See pages 22-24 for information about our target market

CNTRL will arrange social events that all staff are invited to most of the time consumers will be allowed to come but if space is limited tickets will able to be acquired through building up ‘take a break’ points on the CNTRL app.

PEOPLE When selecting people to interview for roles at CNTRL all name, age, gender and disability sections will be taken off so CNTRL makes a fair decision of who to invite to an interview. By doing this, selection is based solely on experience.

CNTRL’S staff love working for the brand because of its relaxed, cool environment.

Perks of being a staff member is the amazing social events that they will have first picks of tickets for. These events could be anything from a staff only event to and event with the top names in fashion or exciting events that everyone can attend but are on a first come first serve ticket basis.

Bar CNTRL hopes to bring a group of like-minded people together & give them a place to relax without technology

If the CNTRL consumer has any issues about themselves or their surroundings CNTRL wants to be able to be the listening ear to their concerns, through events in Bar CNTRL and making them feel confident through CNTRL clothing.

Lucy the in-house blogger will write blog posts 2-3 times a week that lets the consumer know what’s happening behind the scenes, this will help to keep the buzz around the brand alive and make to consumer feel a part of the brand.

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PEOPLE//

People like to feel a part of a group by building a community staff and the consumer will want to be a part of the brand as they will feel it’s a safe space to be and express who they are and how they feel about the world.

FUTURE PLANS

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FUTURE PLANS//FOLLOW ON COLLECTION

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FIGURE (60) FUTURE PLANS//FOLLOW ON COLLECTION

FUTURE PLANS//FOLLOW ON COLLECTION

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FIGURE (61) FUTURE PLANS//FOLLOW ON COLLECTION

FUTURE PLANS//FOLLOW ON COLLECTION

FUTURE PLANS//FOLLOW ON COLLECTION FIGURE (62) After the debut collection CNTRL will start raising money to produce the new collection.

Due to the loss of the first collection we will need to do this through sponsorship or collaboration. As well as this eventually we would love to expand our business and open more stores with London being the next city in mind.

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APPENDIX

LOOK 1

APPENDIX//1

APPENDIX 1A

LOOK 2

APPENDIX 1B

APPENDIX 1C

APPENDIX 1D

LOOK 3

APPENDIX 1F

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APPENDIX//1

APPENDIX 1E

REFERENCES

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Hymas, C. (2019). A decade of smartphones: We now spend an entire day every week online. [online] The Telegraph. Available at: https://www.telegraph.co.uk/ news/2018/08/01/decade-smartphones-now-spend-entire-day-every-week-online/ [Accessed 24 Jan. 2019].

REFERENCES//

Posner, H. (2017). Marketing fashion. London: Laurence King Publishing.

Barnard, M. (1996). Fashion as Communication. 2nd ed. London: Routledge, p.29-33.

Black Mirror (2013) Channel 4, 11 February Black Mirror (2016) Netflix, 21 October Britishfashioncouncil.co.uk. (2019). British Fashion Council - Home. [online] Available at: https://www.britishfashioncouncil.co.uk/ [Accessed 22 March 2019].

Brooker, C., Jones, A. and Arnopp, J. (n.d.). Inside Black Mirror. 1st ed. pp.6-13, 64-87, 130-147, 272-281, 311-313.

Business Insider (2014). How Much Time Do We Spend On Our Phones? [video] Available at: https://www.youtube.com/watch?v=n9o72w3EjIk [Accessed 3 Dec. 2018].

Channel 4 (2014). Creator Charlie Brooker Explains‌ | Black Mirror: White Christmas. [video] Available at: https://www.youtube.com/watch?time_continue=277&v=U2YPxSDIoPE [Accessed 24 Nov. 2018].

Duckett, J. (2017). Mental health: offering consumers a guiding light - 31st August 2017. [online] Mintel Academic. Available at: http://academic.mintel.com/ display/852645/?highlight [Accessed 25 Jan. 2019].

Facts, S. (n.d.). Topic: Social media usage in the UK. [online] www.statista.com.

Available at: https://www.statista.com/topics/3236/social-media-usage-in-the-uk/ [Accessed 25 Jan. 2019].

Gregory, C. (2018). Internet Addiction Disorder - Signs, Symptoms, and Treatments. [online] PsyCom.net - Mental Health Treatment Resource Since 1986. Available at: https://www.psycom.net/iadcriteria.html [Accessed 1 May 2018].

How Does Social Media Affect Your Body Image?. (2018). [Blog] Nation Eating Disorders Association. Available at: https://www.nationaleatingdisorders.org/blog/how-doessocial-media-affect-your-body-image [Accessed 25 Jan. 2019].

How does technology affect your life?. (2019). .

Hymas, C. (2019). A decade of smartphones: We now spend an entire day every week online. [online] The Telegraph. Available at: https://www.telegraph.co.uk/news/2018/08/01/ decade-smartphones-now-spend-entire-day-every-week-online/ [Accessed 24 Jan. 2019].

The Business of Fashion. (2019). The Business of Fashion. [online] Available at: https://www.businessoffashion.com/ [Accessed 22 Mar. 2019].

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BIBLIOGRAPHY//

Goff, J. (2018). How the use of social media affects a brand.