Bethany Wallis 18042459 Visual Practice 1 word count: 3,094
grow young togeth er . gwor gnuoy htegotre .
01.
contextual analysis 3-6 target audience 7-8 social agenda 9-10 social campaigns 11-12 concept 13-14 Fig 1
New Balance, a global leading footwear brand since its establishment in 1906 (Smith, 2019). Renowned for specialising in top quality orthopaedic footwear for sportsmen and more commonly referred to as the ‘ugly dad’ shoe of the footwear industry throughout its on-going career (Afthab, 2021). Despite the potentially outdated style New Balance has been able to capitalise on the current modernised social climate through updating classic silhouettes, partnering with the right influencers and understanding how to utilise irony in their favour (Afthab, 2021). Successfully amplifying the brand’s awareness in recent years in comparison to previous.
The new found strategy of the brand is an essence of creativity in striving to transform footwear for the ever-evolving younger generation. However for this to be maintained the brand must ensure they continue to evolve alongside the consumer for a long-term result.
are aware of New Balance
65.63%
Have previously purchased from the brand
80%
Would be interested in a new campaign for New Balance
Bhadury et al., (2018) suggests how footwear is an extension of a personal brand. Particularly within the female demographic, footwear is an intimate commodity to which they are able to express themselves. Arguably, consumers detach personal relations to brands due to the ever-evolving fashion preferences in modern society (Brassington et al., 1968). A recorded decline in brand loyalty in the recent footwear market suggests younger consumers are purchasing more rationally and carefully than ever before (Pospisilova, 2012).
Conducting a UK survey amongst a wide age group revealed New Balance is a recognisable brand (See Appendix 1). However, New Balance lacks brand awareness and hype around the product.
With 80% of the survey interested in a new campaign for the brand, demand and desire is present. Demand has also been identified on New Balance social platforms (See Appendix 2). This could be an opportunity to expand brand awareness surrounding a social agenda, particularly in the emerging younger market.
Entices loyalty from a infamous reputation to deliver nostalgic cult classics.
High quality performance sportswear at an affordable price point. However, limitations to design durability and sustainable choices.
Classic and established ‘dad shoe’ brand identity. Criticism and judgement of their environmental approach (See Appendix 4).
Unique and comfortable designs, expressive with their collabs. Consistent brand identity.
Global performance brand in the mid-luxury category.
Nostalgic dad shoe with a rising stylish appeal.
Figure .. Kellers Customer Based Brand Equity Model (Source: Keller, 2013).
- New Balance has a functional technological design in terms of fit and comfort. Distinguishes the product from competitors (15).
S- Exposure from high profiled clients i.e. Jaden Smith, Timothee Chalamet and Chris Pine (16). Allowing the brand to gain positive exposure and hype.
- Appointed Teddy Santis whom’s attention to aesthetic detail matches the brands ethos and cultural energy around New Balance classics. (17)
- Viral Hypes can be short-lived and not a long-term solution for brand success.
- Currently facing a new class action lawsuit against them. Due to the brand misleading consumers by marketing them as made in ‘USA’ when 30% are made through foreign labour. Going against regulations established by FTC could tarnish the brands credibility. (18)
Shakula (2009) states contextual factors have the strongest influence on purchasing behaviours on the consumer, altering their brand loyalty in the ever-changing environment. According to Forsey (2022) brands face a drastic increase of competition from other brands than ever before. Therefore brands must continue to evolve and adapt to the social climate in order to maintain and rejuvenate interest. New Balance are commendable, reinventing themselves from a fad to a classic in the most competitive market yet (Afthab, 2022). Ultimately, reflecting the strength of their brand identity. Refer to to diagram SWOT analysis.
Fig 3
- Supply chain issues caused by the pandemic have led to the decrease in supply yet has resulted in increase in demand globally.
O- Consumers are now more conscious of engaging with brands that align with their values and will use their purchasing powers to support those who do in an already overcrowded market (19).
- New Balance have a vast target audience across ages and nearly a 50/50 split between gender (See Appendix 3).
- New Balances key competitors are Nike and Adidas. Renowned for their reputation and leading brand powers.
- Fake imitations circulating the market with a much cheaper price point. Many customers are only interested in wearing the brand for the hype not the product quality. (20)
- Cost of living is increasing, consumers are becoming more reluctant to spend on products unless they fulfil all desires.
- Global trade growth has subdued during the end of the year and is expected to continue through 2023 suggesting issues for future trade (www.wto.org, 2022).
- Disposable incomes have decreased across the globe. However, younger generations are predicted to spend more.
- Current inflation has led to foreign currency to fluctuate. Majority of New Balance trainers are made in Vietnam (Mike, 2022). This could result in an increase in pricing.
- Consumers are shifting towards digital commerce. Brands are now expected to re-adapt their business models to ensure they are taking an omni-channel marketing approach.
- Increase in global warming consumers are becoming more environmentally conscious, they want to be reassured they are purchasing from ethical
sources (Urbański and ul Haque, 2020).
- Advances in new technologies are leading to the drastic increase of new competitors entering the market.
- Rapid rise of TikTok has allowed brands to gain momentum and global exposure. With TikTok now being a main platform for commerce trading (Buchholz, 2022).
New Balance’s primary target audience is amateur athletes, focusing on supplying orthopaedic design to their products (Studicorgi, 2020). Although the brand is currently targeting the ‘gamechangers’, an audience of influential digital savvy youth being at the forefront of the brand (WARC, 2018). Supplying trends and styles to Gen Z and Millennials through organic and paid media has leveraged the brand’s value.
The ‘Bloom’ campaign aims to target the cohort of Gen Z and Millennials globally. Aged between 18-28, segmented as ‘Future Shock’ and ‘The new romantics’ consumer groups (admin, 2021)(Carrigan et al., 2009). Driver (2021) suggest consumption, particularly with these generations, is driven by their concern for sustainable practices and expressing their individuality. Therefore, the Bloom campaign should encourage conscious consumerism, directly targeting desires, whilst building upon New Balances current influential consumer.
- 23, lives in Manchester since moving from Bath 4 years ago.
- Law garduate scheme.
- Lives in a shared city centre apartment in Ancoats with her uni course mate.
- Vegan.
- Open-minded, introverted unless around close friends.
- Obsessed with saving and feeling economically stable.
- Hobbies include pilates and reading.
- Prefers her fashion choices to be minimalistic, modest and neutral tones.
- Cares about social agendas and supports brands that support this. TOM - 27, lives in Auckland, New Zealand.
- Graphic designer, made Remote work since the Pandemic.
- Lives in a one bed studio.
- Lost his dad last year to Covid, had an extremely close relationship and is now finding it difficult to recover and grieve suffering with new found anxiety.
- Hobbies include hiking and had recently taken up rock climbing before the pandemic.
- Takes pride in his excessive trainer collection, has a IG account with a large following where he socialises and posts the latest drops and trainer reviews daily.
Referring to WGSN’s 2024 consumer predictions the ‘Future Shock’ consumer is overwhelmed by the rapidly accelerating change in technologies (WGSN, n.d.). Following the pandemic, cost-of-living crisis and environemntal issues these sentiments have been exacerbated. With the continuous pressure of chronic multi-tasking in their worklife as well as their personal the ‘Future Shock’ consumer wish for a solution to decrease their levels of stress (Barteldt, 2019).
Researching WGSN’s white paper on the Future Consumer, ‘The New Romantics’ behaviours are charactised by a deep need to reconnect their emotions and build a sense of community. These are the same attributes that drove the eco-friendly movement within conscious consumerism within the fashion industry (admin, 2021).
Abssy et al., (2022) states sustainability is the key driving force behind consumer loyalty. Undoubtedly in an overcrowded market saturated with products, companies that choose to make a difference will stand out (Newman, 2020). New Balance is an advocate for performance technology and should now recognise sustainability as a strategic priority.
New Balance has successfully gained mass exposure through exciting designer collaborations. Yet, lacks ethical social understanding and acknowledgment, via campaigns.
According to Kawalek et al., (2020) the cohered emergent theory suggests brands sustainable initiatives lack a genuine commitment to longterm human welfare and ecological integrity. Consequently affecting consumer purchasing behaviours.
Additionally as a result of post pandemic restrictions and changes consumers are ‘losing a sense of self’, existing within a now disconnected society, emotionally craving for connectivity (Mintel, 2020 and Brower, 2021).
of
of
(Abssy et al., 2022).
Togetherness is a pleasant feeling of being united with others (dictionary.cambridge.org, n.d.). This expression enforces positive encouragement of how individuals should embrace each other emotionally and physically to live together harmoniously (abolle, 2016).
With a loss of connectivity to one another, consumers such as ‘Future Shock’ and ‘The New Romantics’ strive to reconnect with their community and environment for a better future.
Anxiety being an arising issue since post-lockdown has led to uncertainty surrounding the future and many avoiding social-gatherings they once wouldn't think twice about(medicalnewstoday, 2021).
New Balance could channel a new perspective on the future through a campaign and visual look book for positive impact, building upon the brand's ethos and becoming an extension of their personal beliefs.
Gen Z consumers state that sustainability is more important to them than brand names
consumers are more willing to purchase from a company with a CSR pledge (Newman, 2020).
Fig
11 Fig 12 Fig 13 Fig 14
The Adidas and Parley long standing collaboration has launched numerous sustainable campaigns along the years. Run for the Oceans campaign was launched with a mission to help end plastic waste. The event involved participants running between May 23-June 8th, for every 10 minutes ran Adidas x Parley would clean up to the weight equivalent of 1 plastic bottle from beaches and coastal communities (visitors, 2019).
Amazon’s post-lockdown campaign launched a 60 second Christmas Ad. The Ad witnessed the life of a young woman returning to normal life and how new found stress and anxiety has altered this (amazon, 2021). The campaign is an emotionally relatable outlook on how lockdown has affected mental health for ourselves or loved ones.
Patagonia’s ‘Earth is our only Shareholder’ non-profit campaign saw owner Yvon Chouinard give away the brand to a charitable trust to fight the climate crisis (Flatspot, 2022). The daring campaign is the biggest move a large company has ever made to support the crisis and will be renowned as one of the most inspirational forward-thinking campaigns to date.
ADIDAS X PARLEY
AMAZON - KINDNESS, THE GREATEST GIFT PATAGONIA - EARTH AS SHAREHOLDER MAYBELLINE - BRAVE, TOGETHER
Bloom is a global campaign that embraces ethical thinking for the future, whilst encouraging others to overcome any anxiety driven thoughts. A call-to-action campaign, Bloom is a way for consumers to unite and educate one another about our environment whilst sharing and tackling any climate anxious thoughts about the future, together.
At a time where the environment needs our help more than ever consumers are at the forefront of
making these changes a reality. With many finding the life-changing solutions daunting, particularly following on from an antisocial pandemic. The resolution towards this narrative is for the consumers to be encouraged to unite with their environment as well as their society once more.
The main objectives include:
• Building awareness around climate anxiety as a social agenda being at the forefront of Blooms narrative.
• Providing access to help for those who need it e.g. Helpline numbers
• Encouraging sustainable practices to help better the environment.
• Broadening the target audience to a more vulnerable demographic.
The campaign will consist of an exclusive look book and pop-up phone line promoted through a social, direct and dynamic display marketing approach.
Success can be measured from:
• The number of look books purchased through the store and number of times QR code was scanned
• Analysing and comparing website traffic
• Tracking footfall of the pop-up phone stands.
• Social media insights and user-generated organic content using the hashtag #bloom
Blooms purpose is to provoke a positive outlook on the future and inspire those who are suffering with climate anxiety to ask for help if needed (Pihkala, 2019). The campaign slogan ‘grow young, together’ is a play on the original phrase ‘grow old, together’ (See Appendix 5). The purpose being to reverse the worries consumers have towards the future. Instead shine a positive light by slowing down the concept of time.
Visually the campaign aims to trigger an emotional connection to one another and the environment through emotional branding (Kim et al., 2019). Furthermore promoting New Balances ethical profile through increased brand awareness of a social agenda. The campaign strives to achieve an ethical and eye-opening appeal to the complexity of climate anxiety. As ‘Future Shock’ and ‘The New Romantics’ express concerns of the future, they could enjoy this supportive narrative surrounding the campaign (WGSN..).
Purpose
Positioning
- Consumers can align with the campaign following the pandemic and the increase in climate change.
Personalised
- Consumers who suffer from climate anxiety or know those that do can resonate with the campagin.
Creatiung a personal connection to the campaign.
Personalised
- Consumers can co-create with the brand.
- Consuemrs can visit pop up help lines
Inspiration for the shoot concept originally derived from Yumiko Izus ‘secret garden blanc’ still life exhibition. Her collection includes an array of close up black and white minimalist photographs of flowers which emit deep emotion, life and character through their canvas (howardgreenberg, n.d.). This connection to flowers and nature with the campaign is what sourced the campaigns title ‘bloom’. As flowers bloom they are exposing themselves and making themselves vulnerable to the world, similar to the purpose of this campaign for the targetted consumer.
Elaborating further on intimacy and perspective I discovered photographer Douglas Kirkland who created an iconic photo book ‘in bed with Marilyn monroe’ (AnOther, 2015).
With younger generations now feeling visually overstimulated(..) it is vital the campaign is able to reach the consumer at an intimate level. Kirkland’s work as seen in figure (..) show an intimate and personal story behind Marilyn from locating the shoot in her bed. The significance of this shoot being a bed, can be seen as where an individual feels the most comfortable. This play on intimate photography inspires my exploration for the campaign. Therefore alternative locations to the studio could be used to create the deliverables. Photography would be a mixture of close up and high angles, concise in detail with a muted colour palette.
The bloom exclusive global lookbook will be a series of intimate and floral images. With the Subject of a rotary phone throughout the pics making the relation to the social agenda helpline service.
Locations for campaigns are vital in setting the tone for the content being delivered. If the location is able to match the meaning behind the photos it can be beneficial for concisely delivering the aim (Oh! 2019). As Bloom is a campaign based around sensitive topics this campaign must be as personable as possible.
The chosen location should reflect a sense of intimacy specific to the campaign. The focus for this photoshoot will be based in a bedroom. With reference to Douglas Kirkland’s ‘in bed with Marilyn monroe’ campaign the bedroom is a controlled environment that could minimise disruption, keeping hair, outfits and lighting managed.
First introduced in the early 1900s rotary phones were the hub of communication for many, globally (McFadden, 2019). Effectively linking to the slogan’s message of reversing the concept of time. This device will also be used as a symbol of climate anxiety helplines promoted through the campaign agenda.
To reflect the relevance of the campaign to the environment white tulips have been chosen as a necessary prop. The models can hold the prop to show the connection they have to the environment.
Hayley - 26
5’5ft Dress - 10 Shoe - 5 Hair - brown Eyes - brown Style - neutral, basics and comfort with sophistication
Jordan - 22
5’2ft Dress - 14 Shoe - 6 Hair - brown Eyes - green Style - feminine, minimalistic style and ethically conscious of origin.
The choice of models for this campaign was chosen specific to the target audience and style of the shoot. Aims are to mirror their values with the same as those of the campaign. Considered to be the more vulnerable gender to climate change, females have been chosen specifically for this shoot to reflect an accurate representation surrounding the social issue (Yavinsky, 2012).
• Hair down not heat styled for natural results.
• Neutral minimalist makeup, focus on trainers rather than face.
• Concealer and sheer blush and bronzer applied to bring a healthy natural glow.
The lookbook will be titled ‘In Bed With Mother Nature’ with reference to Douglas Kirkland’s lookbook(Fig ..). The lookbook will include a series of images that will effectively convey the essence of the brand through creative storytelling.
The shoot was planned and scheduled specifically to reduce negative implications and to minimise possible disruptions to the end results (see Appendix 7).
The lookbook layout involved a difficult selection process, analysing which images were the strongest and most relevant to the campaign’s message (See Appendix 8-9). In planning the design of the lookbook, white space will be used in the layout of the lookbook so consumers do not feel overwhelmed (See Appendix 11).
The lookbook will be delivered as a printed/online booklet able to view online or in store. The QR code will be situated on the back of each booklet to engage the consumer with the purpose. The QR code will direct consumers to a page on site which informs and educates them on climate anxiety and the purpose of the campaign. A help line number used for the campaigns pop up help lines will also be provided on the back.
The lookbook will be launched through various touch points along the customer journey including owned media, social media and dynamic display. Focusing on owned media, the lookbook will feature across New Balances homepage and socials to capture attention and convert consumers.
https://indd.adobe.com/view/a2ce48de-0884-4e41-8b42-a3ab589cf8bc
For an effective marketing campaign to be delivered, brands should develop and plan a clear and precise content strategy to help the brand grow (Curi, 2021). The five-week content calendar of events devised for this campaign aims to reach multiple touchpoints along the consumer journey (See Appendix 11).
• Instagram & TikTok
• Posts captioned with the hashtag #bloom.
• TikTok an emerging game changer for brands, New balance do not yet have a large presence on.
• Pop-up help line phone boxes.
• Creates awareness of a physical presence for the brand.
• Pop-ups can be successful for brands if built around a relevant goal (Catero, 2019).
Pop-up phoneline dates fall the week of Mental Health Awareness Week. 2023 MHAW theme is Anxiety (mentalhealth, 2022).
- Start of promotions .
- Sneak peak of the lookbook imagery.
- TikTok released to tease first glimpse of campaign.
- Promotion billboard and posters put up.
- Lookbook goes live on the website and in stores.
- Social media posts on the pop-up phone line locations.
- Launch of pop-up phone lines.
- Influencers creating content as well as sharing their personal experiences with anxiety and spreading awareness of how to get help.
- consumers post pics from the pop-up phone lines
- User generated content reposted by New Balance
All advocates on mental health awareness and climate change whilst being recognised by Gen Z & Millenials.
Influencer commerce has experienced an exponential growth in recent years, making it a crucial touchpoint for brands success (Abidin, 2016). Gen Z and Millenials in particular rely on influencers as a source of confidence in a brand.
Research suggests Gen Z and Millennials require visual stimulating content in order for it to be impactful and memorable (Chulick, 2021). TikTok has become the leading social media platform of the generation. The shortform content is able to grasp the attention of the consumer whilst effectively influencing their purchasing behaviours.
The aim of this TikTok is to generate buzz and awareness of the campaign launch through snippets of exclusive footage of the upcoming lookbook release.
To build awareness around climate anxiety, Bloom will install public pop-up help line phone boxes in multiple high profile countries, globally. The purpose being to provide 24 hour support for those who need help. Phone boxes will be present in city centres and areas that are highly populated for increased footfall and exposure.
The vision for this is to create a memorable experience for the consumer and help build a support network around climate anxiety and how those can help by making sustainable changes.
A list of countries the help line pop-up will be situated across has been devised accordingly (O’Connell-Domenech, 2022).
• USA
• United Kingdom
• Russia
• Spain
• Italy
• The Netherlands
• Norway
htegot
• Australia • Brazil • Finland • Germany
29. 30.
Utilising Rolfe et al.’s (2001) reflective model I can review the positives as well as distinguish the areas in which need improving through constructive criticism
During our project in week 7 our formative assessment involved us presenting an A3 Poster for our campaigns. This allowed initial insight into peers' concepts and creative thinking. As peers presented I was able to see how some had used models and studio locations in their shoots and how others had improvised with their surroundings and materials. It was this improvisation that allowed me to reconsider using alternative locations. Recognising how I would be able to minimise disruption in controlled environments and how I could use this disruption to my advantage to create organic outcomes. Acknowledging creative strengths of peers allowed me to develop on my own skill set.
Feedback suggested my social issue link to the brand was unclear and I may need to rethink how this message can be delivered seamlessly.
I was faced with obstacles and elements of uncertainty whilst running my shoot. The lighting was initially anticipated for the shoot to be bright morning rays of sunshine. However the day of the shoot the weather was rainy and cloudy leaving me in an unplanned situation. Artificial light was used as the main source instead.
For future campaign projects my research behind the brands history and initial reasoning must be prioritised in leading up to visual outcomes. I must focus on how I am able to confidently link my social issue to visual outcomes with the messaging and purpose being clear and concise.
The potential success of my project was at risk if I would be unable to back up my visual outcomes with sufficient evidence of how this will tackle a social issue. My enthusiasm for directing and shooting an aesthetically on brand shoot meant my initial research and purpose lacked overall clarity.
On reflection, using Kolb’s Learning Cycle theory (1984) I discovered I use a diverging learning style. Approaching situations through brainstorming and planning ideas prior, resulting in limitations to the potential I could achieve in the shoot and research when faced with unexpected obstacles. In refelction for future projects I should have more confidence in my approach and create a contigency plan for possible scenarios (See Appendix 12).
APPENDIX 2- CONSUMER DEMAND
Fig 30-38 Fig 39-40
Fig 42 Fig 43
Op.1: Op.2: Op.3: Op.1: Op.2: Op.3:
Blossom together. Grow old, together. Grow young, together.
Revive. Bloom. Grow. grow young together.
grow young together.
Test shot with and without flash. I will use a contrast of flash and non flash in my final shoot. non flash for those images I want to appear softer.
Original shoot concept was located on a Sofa. however taking this shoot i found the angles to be awkard and the modesl did not appear as relaxed as I wanted them to.
Location.
I used a tripod to get a controlled clear results when taking images.
Weather was cloudy which altered the intended lighting for the shoot.
For editing the images I used photoshop.
I sharpened, decreased exposure and reduced the saturation to create a more subdued and neutral on brand result.
I also created black and white image on some results.
Discovering bloom campaign
- through IG - through TikTok - through Site
Looking online and searching the brand and the campaign - scanning QR code on lookbook
What is this campaign?
What is climate anxiety? What can I get involved?
What do I gain from this campaign? What are the products price points?
Organic traffic Customer repost the campaign and post their own content Do I know any influencers who are getting involved? Should I repost and share with my peers?
Consumer share their experience of the popup phone boxes and share content covering the campagin
How can I support this campaign?
How can I visit the pop-up phone box?
Bad weather Dark and cloudy
-Plan day everyone is available to reschedule shoot. - Have the studio as a back up incase
Models Myself
Ensure you have booked an alternative location and inform models of changes.
Contact all models of changes made
LOSS
- To generate as much brand awareness as possible
-Elevate brand ethos
- Improve customer loyalty and reach the target consumer
- Not reaching the targetted consumer.
- Pop-up phone box does not reach the footfall or reaction desired.
- To generate buzz around the campaign and encourage consumers to get involved. - Does not create buzz through the initial TikTok and exclusive shoot for the lookbook.
-
- Persuade consumers they do not want to miss out on being a part of this campaign.
- Create a positive brand image.
- Consumers do not purchase the lookbook or products
- Consumers are unable to reach the areas pop-up phone lines are situated.
- Memorable and impactful campaign which is able to generate a positive response aswell as provide help to those who need it most.
- Lack of engagement across socials.
- Returns of products.
- Consumers do not post their experience at pop-ups or reposts of campaign.
Models are unwell or unable to attend the shoot
- Contact models night before to ensure they are still available for shoot
- Have backup models contacted prior incase
Inform other model that the shoot will not be going ahead or it will be and there will be a new model to replace.
As soon as weather is unacceptable for shoot lighting conditions
The products/ Props do not arrive in time or they do not fit the models correctly
- Bring back up outfits props as alternatives - Ask models to bring their own clothing that resembles the style needed
Contact model to bring alternative clothing of a minimalistic style to the shoot
Myself/ Models
Ensure a backup model is researched and contacted before
Contact the second model of any changes
Contact as soon as you know if you have a replacement model or you have to reschedule
Organise back up props Remind models to bring alternative outfit
Order back up props atleast 2 weeks prior to shoot to ensure they are delivered in time
Inform models upto 2 weeks before the shoot
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Fig 4 - freepik. (n.d.)Man working design graphic designer concept [online image] [Accessed 10th Nov 2022] https://www.freepik.com/premium-photo/man-working-design-graphic-designer-concept_3801601.htm
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Fig 7 - pinterest (n.d.) [online image] [Accessed 12th Nov 2022] https://www.pinterest.co.uk/ pin/927741591971991002/
Fig 8 - Flexy Betsy (2022) 15 MIN Full Body STRETCHING [online image] [Accessed 12th Nov 2022] https://www.youtube.com/watch?app=desktop&v=XEqBTLbvASg&feature=youtu.be
Fig 9 - Hunt, J. (2022) Jess Hunt instagram Image [online image] [Accessed 12th Nov 2022] https://www. instagram.com/jesshunt2/?hl=en
Fig 10 - pinterest (n.d.) black and white rose [online image] [Accessed 15th Nov 2022]
Fig 11 - Port, S. (2020) ADIDAS X PARLEY: 5 YEARS OF SUSTAINABLE FASHION [online image] [Accessed 20th Nov 2022] https://www.gameplan-a.com/2020/10/adidas-x-parley-5-years-ofsustainable-fashion/
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Fig 15 - AnOther. (1961) In bed with Marilyn Monroe [online image] [Accessed 28th Nov 2022] https:// www.anothermag.com/art-photography/7834/in-bed-with-marilyn-monroe
Fig 16 - AnOther. (1961) In bed with Marilyn Monroe [online image] [Accessed 28th Nov 2022] https:// www.anothermag.com/art-photography/7834/in-bed-with-marilyn-monroe
Fig 17 - howardgreenberg. (n.d.) Yumiko Izu [online image] [Accessed 15th Dec 2022] https://www.howardgreenberg.com/artists/yumiko-izu
Fig 18 - howardgreenberg. (n.d.) Yumiko Izu [online image] [Accessed 15th Dec 2022] https://www.howardgreenberg.com/artists/yumiko-izu
Fig 19 - Istock (n.d.) Holding hands [online image] [Accessed 15th Dec 2022] https://www.istockphoto.com/ search/2/image?phrase=holding+hands+in+bed
Fig 20 - amazon (n.d.) Rotary phone [online image] [Accessed 15th Dec 2022] https://www.amazon.co.uk/ GPO-1970s-style-Landline-Telephone-Authentic-Ivory/dp/B008MV5VI0?th=1
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Fig 22 - pinterest. (n.d.) [online image] [Accessed 18th Dec 2022]
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Fig 24 - etsy. (n.d.) hemp product image [online image] [Accessed 18th Dec 2022] https://www.etsy.com/ listing/706780653/1-lb-hemp-combed-top-roving-spinning?epik=dj0yJnU9azdtc1dXMnpxdUpUQ2h0allJM2stS2RmVlBNTFpKZS0mcD0wJm49UTNja3JvXzBqaUd6X19ueUwxT1kyUSZ0PUFBQUFBR1BBWVo4
Fig 25 - Instagram. (2022) Emma Chamberlain Instagram Image [online image] [Accessed 18th Dec 2022] https://www.instagram.com/emmachamberlain/?hl=en
Fig 26 - instagram. (2022) Selena Gomez Instagram Image [online image] [Accessed 18th Dec 2022] https:// www.instagram.com/selenagomez/
Fig 27 - Instagram. (2022) Jaden Smith Instagram Image [online image] [Accessed 18th Dec 2022] https:// www.instagram.com/c.syresmith/?hl=en
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Fig 41 - Statista (2022). New Balance products ranked by consumer [online image] [Accessed 13th Dec 2022] https://www.statista.com/statistics/312838/new-balance-leading-products-in-the-uk/ Fig 42 - similarweb (2022). New Balance Audience Demographic [online image] [Accessed 10th Dec 2022] https://www.similarweb.com/website/newbalance.com/#demographics
Fig 43 - goodonyou (2022). New Balance Sustainability rating [online image] [Accessed 1st Dec 2022] https:// directory.goodonyou.eco/brand/new-balance
Fig 44 - hypebeast (n.d.) New Balance Logo [online image] [Accessed 3rd Nov 2022] https://hypebeast. com/2015/9/new-balance-n-logo
