Maniere De Voir Trend Package SS 23

maniere de voir colours textiles fashion athlesiure

Trend Package

Charlotte Parry - de Boltz

brand strategy

DIGITAL IDENTITIES

FIG. 0

contents

01 02 03

Introduction.....................................03 Lifestyle Shift Overview...............07-08 Trend Drivers...................................09 Consumer Profile...........................10 Consumer Moodboard...............11 Primary Research..........................13-14 Brand Profile...................................16-20 Trend Concept...............................22 Mood.....................................27-28 Mood Concept...................29 Colour....................................30 Colour Palette.....................31 Core Colours.......................32 Accent Colours...................33 Yarns & Fabrics..................36-39 Key Silouhettes...................42-46 Range Building...................66-72 Retail Experiences...............63-70 Figure List..............................75-78 Reference List.......................79-90 Appendices...........................91-94

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intro duc tion The purpose of this report is to create a trend package for the upcoming S/S 2023 fashion collection by online retail brand, Manière De Voir.

Through extensive primary and secondary research, the following will cover a specific consumer lifestyle shift, and as a result will produce the silhouettes, colours, and yarns/fabrics predicted to manifest accordingly.

The importance of trend forecasting is becoming ever more apparent in today’s fashion industry, as it allows designers and marketers to confidently adapt to an “ever-changing consumer landscape” (WGSN, 2022) and produce successful innovations for a brand’s product lines. This package will highlight the value and creativity of the modern fashion brand.

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FIG. 3

01.

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strategic direction FIG. 4

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This digital transformation has changed the shopping experience, especially in fashion, it even affects the way in which users follow fashion and trends since now everything revolves around social media.

(Hagelberg & Tuunanien, 2017)

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lifestyle shift

Since the invention and acceleration of digitalisation and social media in the last two decades, it has dominated the life of the average consumer, and as a result, the fashion industry has been forced to adapt to an ever-changing environment that affects social consumption of current generations. By thoroughly researching micro, macro, and megatrends, the lifestyle shift of social consumption was identified to establish a zeitgeist theme of technological innovation and the power of social media, which will be explored in relation to the current fashion industry.

Networks such as Instagram, Facebook, (and in recent years, TikTok) have been accepted by fashion brands as a means of connecting with their customers on a personal level and have become an excellent form of communication from company to consumer (Kim & Ko, 2017). The State of Social Media 2021 report concluded that the average person spends around 2 and a half hours on social media every day, which in turn is causing a huge shift in their digital habits (WGSN, 2022). The convenience and reliability of online shopping has certainly manifested itself in the last two years during the COVID-19 pandemic, and consumers are becoming aware that the need for high street stores is declining significantly.

FIG. 5

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This is largely due to innovative technological advances that make the virtual world perhaps more exciting than real life, and that the persona one builds online is of greater importance. According to Statista (2021), there has been a noticeable increase in the number of purchases made online from the period of March 2020 to February 2021, and it can most certainly be assumed that part of this reason is to build a desirable and aesthetic online persona.

Self-branding is the process in which an individual develops “their public image for commercial gain and/or cultural capital” (Khamis, Ang, Welling, 2016, p. 1), and has caused a rise in the social media influencer, which has become an important development in marketing.

Influencer marketing is defined as “a process of identifying and activating individuals who have an influence over a specific target audience or medium, in order to be part of a brand’s campaign towards increased reach, sales, or engagement” (Sudha & Sheena, 2017, p.

16). This is crucial to trend forecasting, as the effect that their desires and needs have on a brand’s products creates unparalleled recognition and therefore, revenue. Overall, increased engagement with social media and influencer collaborations has caused a huge lifestyle shift amongst key adopters of millennials and Gen Z, and the process in which brands are adapting their products to fit this online aesthetic will be further explored throughout this report.

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drivers.

A PESTEL analysis was conducted to analyse the drivers and forces behind this lifestyle trend. The COVID-19 pandemic has caused a seismic shift in fashion consumption across multiple areas, including the decline of brick-and-mortar stores and a lack of social activity due to national lockdowns and closure of hospitality and entertainment. An increase in social media usage amongst millennials and Gen Z has caused a higher demand for fashion brands to establish an online persona, otherwise they face being phased out and losing their chance at building a wider customer base. (See appendix C for full PESTEL analysis.)

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10 After careful research through Maniere De Voir’s website and Instagram page, it is evident that their target market fall between the ages of 21 to 35 and consist of both male and females. This age range is a combination of the millennial and Gen Z generations (Gen Z being aged 21 to 25, and Millennials, 26 to 35 as of 2022 (Beresford Research, 2022)), with the former being the younger half of their generation, and the latter being the older half of theirs.

According to research, social media has been accelerated amongst millennials between 2020 and 2021, with a reported 72% admitting that their usage has risen dramatically (Parry, 2021). Following on from this, Millennial and Gen Z shopping habits are mainly conducted online, with Millennials being the most likely to purchase from a brand’s social media page (Parry, 2021), and 97% of Gen Z using it as their main source of shopping inspiration (Forbes, 2021). Figure 8 on page 10 shows a consumer moodboard that was created to gain a visual insight into their lifestyles and personality.

consumer researc h 10

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DEMOGRAPHICS

PSYCHOGRAPHICS

BEHAVIOURAL

-GENDER: Male/Female -AGE: 21-35 -MARITAL STATUS: Single or newly married -GEOGRAPHY: UK - London, Manchester (big cities -EDUCATION: Secondary education, higher education such as university -OCCUPATION: Managment, finance, marketing, social media, design INCOME: £30,000+ -BELIEFS: Inclusive, culturally diverse, breaking stereotypes and being financially stable -VALUES: Being sustainable, environmentally friendly, fighting prejudice, knowing their worth -DESIRES: Focused on succeeding professionally and building a career rather than a family -FEARS: Cost of living, buying property and getting on the property ladder, money, state of the world & government -EXPERTISE: Technology and social media growth and development -HOBBIES: Gaming, watching TV, movies, going to the gym, running, art, reading -SOCIALISING:, Younger cohort more likely to socialise, plan spontaneous activities e.g. clubbing, going to the pub. Older cohort like coffee dates, sophisticated bars. Spend time on social media apps like Instagram, TikTok, Twitter -BUYING HABITS: Millenials: food & groceries are a priority. Fashion-wise, they shop online and will pay more for a premium product.

Gen Z: go for cheaper, fast fashion brands PRODUCTS: Technology and fashion BRANDS: Apple, Nike, ASOS, Netflix

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day in

9am-11am

Wakes up, immediately scrolls through social media on phone, checks messages and emails for half an hour. Gets ready for the day – includes having a coffee, showering and a quick breakfast such as toast or granola. Typically watches YouTube for entertainment whilst getting ready.

11am-1pm

Walks 10 minutes to get into university, has in person lectures or seminars for accounting and finance degree, and then walks home.

1pm-5:30pm

Makes lunch such as eggs on toast whilst watching YouTube, then gets ready for some form of exercise. Will either drive or walk (weather permitting) to a climbing gym or regular gym, where they will exercise for around two hours.

Listens to music if alone, or is sometimes accompanied by friends. Sometimes will interact with strangers and bond over shared experience and interest. After exercising, will do university work at home, either research, assignments, or catching up on recorded lectures. Will reward themselves by looking on phone at social media such as TikTok. Once work is completed, will game on the computer as a reward, such as football or medieval strategy games. After this, will cook and eat dinner with girlfriend (typically a pasta, chicken, or oven cooked dish) and then chill on the sofa watching TV such as Netflix drama or reality series.

Games again on computer but with friends through a headset, such as first person shooting games or formula 1 simulators.

FIG. 9

5:30-9:30pm

FIG. 10

9:30pm11:30pm 11:30pm12:30pm

Winds down for bed, brushes teeth, skincare routine. Gets into bed and relaxes on phone on apps such as Instagram, TikTok or messages people. Sometimes will continue watching Netflix or YouTube before going to sleep.

FIG. 12 FIG. 11

FIG. 14 FIG. 13

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the life

5:40am-7am

7am-8:30am

8:30am-9am

9am-1pm 1pm – 2/2:30pm

2:30pm5:30pm 5:30pm6:45pm

6:45pm-9pm

9pm onwards

The alarm goes off. Look at personal phone for a few minutes looking at WhatsApp messages. Starts getting ready, which includes skincare, drinking a bottle of water and doing makeup and hair. Doesn’t like to rush as it sets a stressful vibe for the day. Gets dressed and leaves at 7am.

Used to watch the news in the background whilst getting ready but stopped this since the pandemic started and Covid made the news too depressing.

Drive to the train station listening to KISS radio, then gets out and walks to the station, listening to the radio on Air Pods. Scroll through social media until it’s all caught up.

Look at the ASOS new in collections. Turns on and checks work phone, then sleeps for the rest of the train journey.

Gets off train at 8:30 and goes into work.

Prepare for the fay of work – change out of commuting shoes, sorts hair out, fill water bottle up. Sit at my desk, start working and eats breakfast which is fruit and nakd bar.

Has internal meetings, meetings with brokers ir clients, or going to Lloyd’s of London to see brokers. Always has one coffee a day at 12pm.

Has lunch, sometimes alone with food brought in, will sit at desk and do work and reply to WhatsApp’s from friends/boyfriend. Sometimes lunch is arranged with a broker, and will go to restaurant in the city, these lunches go on for longer and finish at 2:30.

Some more meetings but not aas many as the morning.

Afternoons usually time to catch up on background work/admin.

Commute back home. On the train will check/do some work on work phone. Replies to Whatsapps on personal phone, catches up on social media, looks at news and ASOS new in collection again. Puts phone away and winds down Gets home and sort and eats dinner. Sometimes exercised (goes for a walk/Pilates). Sometimes go and do the food shop. Sometimes watches reality TV, or studies for insurance qualification.

Gets ready for bed, showers, skincare routine. Makes sure bag is packed and next day’s work outfit is ironed and ready. Gets into bed and scrolls on phone before going to sleep, usually within 10 minutes.

the life

day in FIG. 16

FIG. 15

FIG. 17

FIG. 19 FIG. 20

FIG. 18

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brand

Manière de Voir is a sports luxury brand founded in 2013 by ex-footballer Reece Wabara (Drapers, 2020). The name meaning ‘way of seeing’ in French, the brand encapsulates its style through sleek minimalism, neutral colour palettes and timeless designs. MDV sells a variety of men’s and womenswear, including tops, dresses, trousers, sportswear, and loungewear, with bestsellers including knitwear, leather coords, cargo trousers and oversized jackets (Manière De Voir, 2022). A much smaller homeware line also offers a water bottle, limited edition basketball and various board game activities decorated with the signature minimalist Manière de Voir style.

profile FIG. 22

They operate solely online through a B2C e-commerce website, that offers American and European versions to cater to their international customers. Main competitors within the mass-market sector include Weekday, ASOS and Zara due to their similar styles, pricing, and target customers.

However, being significantly smaller than these brands allows them to work under a “less corporate-centric structure” (Dale, 2020), meaning that their focus is primarily production and quality of garments.

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Manière de Voir’s ethos is to create unique and timeless designs that last forever. They “source and create durable, innovative fabrics/trims and tirelessly analyse garment construction” (Manière de Voir, 2022), to ensure the highest standard of production for their customers, and each piece is created by an in-house design team that “pay close attention to every detail” (Manière de Voir, 2022), to ensure unique and individual styles signature to the brand.

Although there is no direct evidence on the sustainability of the brand on their website, they appear to use ethically sourced materials like vegan leather, which is highlighted in the description of each item, and they believe that their products are an investment that will last beyond the seasons to reduce over-consumption of fashion.

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brand onion

Table 1: Brand onion template, University of Leeds, 2022.

perceptual map PRESTIGE PRICE

MDV MASS MARKET

EXCLUSIVITY

ZARA

WEEKDAY

ASOS AFFORDABILITY Table 2: Perceptual Map, Posner, 2015, p. 57

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SWOT analysis STRENGTHS

WEAKNESSES

-Culturally and size-inclusive/ diverse -Quality product promise -Engages customers with the design process -Sleek and professional designs on trend -Easy to navigate website -Designs are timeless and can be very versatile

-Only available online – no physical stores -High price points e.g £30 for a simple knitted crop top -Not a huge social media presence – only Instagram -No information on sustainability or ethically sourced materials -No app for consumers to shop on -Although it says their sizing is inclusive, all models seem to be a 6/8

OPPORTUNITIES -There could be an opportunity for a brick-and-mortar store located in London or Manchester, or even pop-up shops so that customers can get a physical feel for the products -Launch of an online shopping app, could be much like the website but in mobile format -Grow social media presence, could collaborate with more celebrities/influencers or send them PR packages.

-Launch a cheaper extensions line for those who cannot afford the main products

THREATS -Bigger brands as competition, such as Zara, ASOS, H&M which offer similar clothes at lower price points -Covid-19 pandemic creating less appeal of the high street store, and causing economic recession -Expense of sustainability and the demand for it from modern consumers -Transportation and import restrictions due to Brexit

Table 3: SWOT Analysis, Posner, 2015, p.102

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trend concept

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FIG. 25

Fashion is about creating personas through extensions of the physical body, and if this were to manifest itself into a digital body, then manipulations and alterations would be much easier, and almost identical to the real thing (Matthíasdóttir, 2018). Producing masses of wasted garments that are currently harming the environment would no longer be needed, sizing issues would be abolished, and customers could create their own online identity through the click of a button. If Manière de Voir were to connect with the online space, creating a virtual collection that allowed online shoppers to ‘try before they buy’ could expand their brand into the metaverse. Therefore, the trend concept of Digital Identities has been identified.

The opportunity for Manière de Voir to expand is evident in its lack of promotional and marketing techniques, as these could be developed to create a new collection that captures the essence of digitalisation in society. The trend concept of avatar wear is becoming increasingly apparent in 2022, and online creators are using this as a way of self-expression.

WGSN Global highlights the growth of avatar wear in online gaming to create individualism amongst players (WGSN, 2022). American anthropologist Amber Case states that humans have two versions of themselves: one digital and one physical, and that the maintenance of the second self is just as important as the physical (Matthíasdóttir, 2018). Online platforms are used to heighten one’s identity and control the way that others see them (Matthíasdóttir, 2018), and therefore creating digital fashion is a part of this expression in everyday social networking. Expanding Maniere De Voir’s brand into the metaverse could provide huge opportunities for further collections and collaborations, which as a result would boost the brand’s identity.

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creative direction FIG. 28

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mood & colour 26

FIG. 29

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digital B.

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futurism 27

F.

E.

mood G.

Focal Points

Futuristic Edgy Metallic Optimistic Excitement

H.

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FIG. 30

mood concept.

Digital technologies provide innovative ways for retailers to bring new customers to a brand as they offer efficiency and eccentricity in a way that the fashion industry has not seen before (Bulovic & Covic, 2019). Therefore, the mood for Maniere de Voir’s S/S 2023 sports collection will be centred on the future of digital fashion, emulating tones of futurism and technology. Taking inspiration from robotic digital technology, as well as artistic interpretations of a futuristic world, a mood board (see figure 30) has been created to depict the overall vision for this collection. The goal for this brand is to create a digital sports collection for online creators and athletes to ‘wear’, which should reflect the idea of a fast-paced technological world. It would aslo allow shoppers to virtually try on the clothes at home, before deciding if they would like to buy the item. By incorporating metallic palettes, neoprene effects and unconventional styles (Oayada, 2022) which will be discussed further on, an electrifying range of digital garments is possible to create.

The digital transformation of the industry should also improve sustainability issues by manufacturing fewer waste products and providing an alternative to fast fashion. Materials used to create this mood should be “light, thin, flexible, hygienic, ecological and comfortable”, with the use of “silver colour, achromatic colour, metallic material, smooth-to-the-touch shiny material and the use of luminous material” (Kim & Choi, 2007, p.22). As technology improves and immerses itself in fashion, radical new designs and materials are made possible (Kim & Choi, 2007), reflecting upon a futuristic world that should encapsulate the essence of this brand’s new collection.

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FIG. 31

colour.

When it comes to dressing, colour demands our attention.

Lucy Owens, 2021

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FIG. 32

FIG. 32

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B. C. D. E.

colour palette.

F.

G. H.

inspiration from Maniere De Voir’s existing colour palette J.to ensure consumer loyalty and maintain brand image, neutral shades have been selected from K. Pantone’s spring/summer palettes from London and New York L. Fashion Week (Pantone, 2021).

The brand already creates their According to WGSN Global, the col- garments in black, white, grey, our purple is set to make a key return and beige, and so by combining for Spring 2023 palettes as it provides a these popular colours with the sense of wellbeing through serenity and trending colours of 2022, a varied peacefulness. Furthermore, the shade palette has been created. Grey ‘Digital Lavender’, already well estab- will play a key role in this colleclished within digital culture represents tion as it reflects a metallic look, the bridge between the physical and which, as previously discussed, is virtual worlds (WGSN, 2022), and there- imperative for the vision. The goal fore should play a key role within this is for the core and accent colcollection. The WGSN activewear fore- ours to work together to provide cast predicts vibrant “rainbrow brights” a neutral base with a hint of vi(WGSN, 2022, p. 2) to create a joyful brancy to reflect Maniere De Voir atmosphere for the future aesthetic. expanding into the virtual world.

A.

I.Taking

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core.

FIG. 33

Core colours should be used for the main body of garments to reflect Maniere De Voir’s existing palette that captures the essence of the brand.

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FIG. 35

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accent.

Brighter accent colours will be used for extra detailing and embellishments of garments such as pockets, patterns or lining.

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yar ns & fabrics 34

FIG. 37

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FIG. 38

fabric

When developing a new clothing collection, the process of choosing yarns and fabrics is essential to create good quality, aesthetic pieces.

First, Maniere De Voir’s existing fabrics have been researched and identified in order to maintain the brand’s current style. The current S/S season for 2022 consists of knitwear, shirred overlays, denim, and pleated fabrics, which consist of viscose, polyester and cotton. Many designs consist of stretchy fabrics such as spandex or elastane to create a stretchy feel (Maniere De Voir, 2022).

A key trend for fabrics in 2023 is fashion fluidity that creates a “youthful, fresh, carefree style” (Premiere Vision, 2022, no pagination). Particularly in sportswear, new compositions such as lyocells and celluosics provide a softer feel, alongside “performant papers”, which provide a cotton-like appearance with “crisp, rubbery handles” (Premiere Vision, 2022). These will be key components when developing the fabrics for MDV’s sportswear collection. Smart textiles are also set to manifest through compression garments to temperature monitoring fabrics that protect the wearer from over exercising (Kazani, Lutz, Malik, Mazari, Nierstrasz, Rodrigues & Tedesco, 2020).

An important aspect of this new collection is digital wear, and marketplaces such as DressX provide key details in the creation of NFT clothing. Their company creates garments that “eliminate waste and chemicals during production and minimize carbon footprint” (DressX, 2022, no pagination.) Their materials replicate that of PVC and 3D printed art. This shall provide inspiration for the new Manière De Voir digital collection, whilst also incorporating their existing fabrics to create the garments for physical purchase.

trends.

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FIG. 39

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lyo l cel

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e l d c y c

lyeste

FIG.40

ela

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stan e

FIG.41

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minr

rics.

FIG.43

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i-101

FIG.42

Recycled polyester is made from recycled plastic bottles and so is an excellent way to promote sustainability through this collection. Adidas have created an irridescent material using this fabric by combining a warp in one colour with a weft in another colour that blends the colours together to create this effect. WGSN states that this is set to be a key component of sportswear trends in 2023 (WGSN, 2022).

Lyocell, or Tencel, gives a soft feel to garments, which is an essential part of creating comfortable and breathable sportswear. Premiere Vision state this fabric as part of their lively fluidity trend that is due to embody itself within the sportswear market in 2023 (Premiere Vision, 2022).

As previously mentioned, Maniere De Voir already incorporate elastane into their materials to create a stretchy effect for their clothes.

WGSN refers to a biodegradable elastane created by the brand, ROICA (WGSN, 2021), and so would be a good fit to recreate digitally as they promote the sustainability of the fibre.

Typically used for sportswear, this would be a good fibre to incorporate into the collection, as it already represents the brands existing style.

Minrari-101 is a fabric created by Silkytek, made out of 100% recycled nylon (Silkytek, 2022). Premiere Vision predicts this fabric to be a key trend for SS 2023, as it offers “technical transparency” (Premiere Vision, 2022). It can be easily layered, and offers a free flowing style that is embellished with light irridescent coatings that will be an appropriate choice for the Maniere De Voir futuristic collection.

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FIG. 45

silhouettes.

The athleisure market has grown profoundly in recent years and continues to expand into the larger fashion sector. Brands promoting this style care about combining style with comfort and luxury brands are even creating more casualised pieces to reflect this genre (Woodworth, 2022). After researching Manière De Voir’s existing silhouettes, mood boards (shown on pages 43 and 45) have been created that consider the key elements of their menswear and womenswear product ranges. They showcase a range of silhouettes including tight-fitting and figure-hugging with cinched-in waists, to relaxed, baggy or wide fit garments that allow a more casual look for either men or women.

These popular silhouettes will be incorporated into the new collection to ensure that existing customers are attracted to the products, with slight alterations to fit with the new ‘digital futurism’ theme.

WGSN predicts a variety of silhouettes to emerge for the SS 23 season, including baggy skater fits, as well as tight/contoured shapes to improve performance and aerodynamics (WGSN, 2022).

The collection is comprised of sleek athleisure with a mixture of sharp shapes and more relaxed/ baggy fitting items. The pieces need to be lightweight and wearable during the Spring/Summer season, so although there are heavier items shown in the mood boards, these will not be included.

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FIG. 46

FIG. 47

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FIG. 49

FIG. 51

FIG. 52 FIG. 50

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FIG. 56

FIG. 55

FIG. 58 FIG. 57

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FIG. 63

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FIG. 65

FIG. 64

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FIG. 71

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FIG. 73

FIG. 74

FIG. 75

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range building 49

FIG. 76

trac k pants

FIG. 77

Description Straigh leg, loose fitting track pants with an elasticated waist and drawstring tie to make it easily adjustable. Available in 3 colours, each with a white waistband.

Size UK 4 - 16 Made from 65% Minrari-101 35% Cotton

50

playsuit

FIG. 78

Description Neoprene effect contoured playsuit that is suitable for sports activity such as running or cycling. The playsuit has boxy cut off shoulders and a cinched in waist to allow for more areodynamic movement. Available in 2 different colour combinations with brightly coloured panels detailing the body.

Size UK 4 - 16 Made from 90% Lycocell 10% Elastane

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spor ts bra

FIG. 79

Description Pannelled sport bra with mesh side detailing. Available in three colour combinations, one black and white, and two much more colourful for those who want to brighten up their activewear.

Size UK XS-XL Made from 88% Recycled polyester 12% Elastane

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trac k top

FIG. 80

Description Funnel neck, cropped track top with a ring zip detail. With a form fitting body and tight, elasticated cuffs and waistband, this top will provide excellent support during exercice. Available in two different colour combinations, keeping the main body more neutral and the arm panelling brighter.

Size UK 4-16 Made from 95% Lyocell 5% Elastane

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perfor mance top

FIG. 81

Description This super cropped performance top comes as a 2 in 1 sports bra and long sleeve top. With a funnel neck and cut out panel to display the bra, it can be worn on its own or layered with a jacket.

Size UK 4-16 Made from 79% Recycled polyester 21% Elastane

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shor ts

FIG. 82

Description Track style shorts with an elasticated waistband and drawstring tie. Available in 4 different colours and is a perfect addition for summer sportswear.

Size UK 4-16 Made from 65% Minrari -101 30% Cotton 5% Elastane

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range

FIG. 83

building 56

polo top

FIG. 84

Description Baggy quarter zip polo top, perfect for more relaxed activity like basketball or going to the gym. Available in two colours; a light beige and a grey tone.

Size UK XS-XXL Made from 95% Recycled polyester 5% Elastane

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pullover jac ket

FIG. 85

Description Quarter zippullover anorac style jacket, perfect for outdoor weather sports. The jacket has a funnel neck and double stitched cuffs for extra support whilst wearing.

Features a buttoned pocket on the front, useful for holding headphones, or phone/keys.

Size UK XS-XXL Made from 100% Nylon

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shor ts

FIG. 86

Description These light coloured, soft feel track shorts make movement easy and fluid. Perfect for sports like basketball, football, or just cardio, they have an elasticated waist that can be adjusted with a drawstring, and pockets either side to store valuables. A double stitched hem provides extra detail and style. Can also be matched with the polo top.

Size UK XS-XXL Made from 95% Lyocell 5% Elastane

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perfor mance top

FIG. 87

Description This lightweight, soft feel long sleeve performance top suits any sort of activity. With a contoured and figure hugging shape and material, it helps the body to be aerodynamic whilst still being breathable.

Size UK XS-XXL Made from 90% Lyocell 10% Elastane

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trac k pants

FIG. 88

Description Super lightweight, ‘performance paper’ track pants, suitable for any sort of exercise. With an elasticated drawstring waist, these pants are easily adjustable. Bright block colour with a white and grey stripe down the side.

Size UK XS-XXL Made from 65% Minrari-101 35% Cotton

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trac k jac ket

FIG. 89

Description High neck zip up top in a tricolour panel pattern. Elasticated waist and cuff means it fits to the body well without being too tight for movement. A stitched striped pattern along the arms gives a sport-style look.

Size UK XS-XXL Made from 95% Lyocell 5% Elastane

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03.

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retail/

experiential 64

FIG. 90

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FIG. 91

Once the capsule collection has been researched and created, the next important stage is to plan a promotional campaign to bring the collection to consumers. It must effectively communicate with customers and publicise its products through a range of promotional tools (Posner, 2015). As Maniere De Voir currently only operate online, its promotional tactics lie within this bracket as they attempt to create consumer touchpoints through digital media. This includes an Instagram account with a following of 1 million, google pop up ads and the occasional billboard marketing. If this collection is to reach the target audience of millennials and Gen Z, then their social media marketing must be developed further, as well as improving their retail experience on the whole by exploring new tools that enrich the digital aspect of the collection.

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social

Social media has a huge impact on consumers and is a vital aspect of any marketing campaign for brands to communicate their products. Studies report a high level of consumer engagement with brands using social media, which allows them to connect further and build a meaningful, trustworthy relationship with whom they are purchasing from (Brown, n.d.).

To incorporate this into the collection campaign, Manière De Voir will post several times prior to the launch to provide sneak peeks of the products, as well as information to capture followers’ attention. This will also be accompanied by social media competitions in which followers can like and tag their friends for a chance to win 3 pieces from the new collection. This is a great way to increase consumer engagement and interactivity by generating excitement around the products.

media.

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FIG. 92

FIG. 93

FIG. 94

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lilly sabri

paid prom otion FIG. 96

FIG. 95

Following on from social media marketing, paid promotion from influencers and brands are essential to bring in a new audience. Fitness influencers Lilly Sabri and Zoe Hague have been selected as ideal candidates to promote the collection, as they capture the essence of the brand, and have a combined following of 852k on Instagram.

zoe hague 69

McLaren F1 FIG. 97

As well as individual influencers, english sports teams such as the England football team and formula 1’s McLaren have also been selected to promote the collection to make sure that they are reaching a desired audience of men and women, and they will be able to promote to a much wider audience through their individual athletes, as well as showcasing the collection at games.

England squad 70

FIG. 98

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FIG. 99

vir tual mirrors

FIG. 100

Virtual mirrors are a new and innovative invention that is taking the fashion indsutry by storm. Using augmented reality, the mirrors allow consumers to virtually try on clothes that can be layered adjusted and shared (VirtualIDM, n.d.) The idea for this collection is to place several mirrors in large shopping centres that allow shoppers to experiment with the clothes, before deciding whether or not to purchase. The mirrors will include links to the MDV website, as well as a social media sharing option to spread awareness to the brand. This technology is transforming the industry and therefore is an excellent way to promote a digital collection.

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FIG. 101

MDV X DIGITAL IDENTITES the future is here.

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Table List

Table 1: Brand Onion template (University of Leeds, 2022) Table 2: Perceptual Map (Posner, 2015, p.57) Table 3: SWOT Analysis (Posner, 2015, p.102)

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Figures Figure 0: Manière De Voir, 2021. Maniere de voir photoshoot. [Online] [Accessed 13 February 2022]. Available at: <https://www.manieredevoir.com/> Figure 1: Zip Front Crossover Top - Black. [Online] [Accessed 13 February 2022]. Available at: <https://www.manieredevoir.com/products/zip-frontcrossover-top-black-1> Figure 2: Getty Images, 2021. Woman taking photo of outfit. [Online] [Accessed 13 February 2022]. Available at: <https://www.forbesindia.com/article/ forbes-lifes/how-fast-fashion-is-still-riding-high-on-social-media/68971/1> Figure 3: Maniere De Voir, 2022. Satin Ruched mini dress. [Online] [Accessed: 30 March 2022]. Available at: https://www.manieredevoir.com/collections/ womens-dresses/products/satin-ruched-mini-dress-white Figure 4: Vogue, 2020. Virtual fashion. [Online] [Accessed: 30 March 2022].

Available at: https://www.theguardian.com/fashion/gallery/2020/may/14/10vogue-covers-during-covid-19-in-pictures Figure 5&6: Maniere De Voir, 2021. A/W campign 21. [Online] [Accessed: 30 March 2022]. Available at: https://www.manieredevoir.com/ Figure 7: Maniere De Voir, 2022. @manieredevoir. [Instagram] [Accessed: 30 March 2022]. Available at: https://www.instagram.com/p/CbsnM6qD6_G/ Figure 8A: Getty Images, 2020. London. [Online] [Accessed: 30 March 2022].

Available at: https://www.history.com/topics/british-history/london-england Figure 8B: Shutterstock, 2022. Cocktails with friends. [Online] [Accessed: 31 March 2022]. Available at: https://www.insider.com/cocktails-to-learn-tomake-by-the-time-youre-30-2019-6 Figure 8C: Edward Berthelot, n.d. Blazer fashion. [Online] [Accessed: 31 March 2022]. Available at: https://www.townandcountrymag.com/style/fashion-trends/a34719140/blazer-outfits-women/ Figure 8D: Moda, 2021. Online shopping. [Online] [Accessed: 31 March 2022].

Available at: modachicago.org/blog/2017/10/29/a-definitive-guide-to-online-shopping

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Figures Figure 8E:TheDinnerBite, 2021. Ice Coffee. [Online] [Accessed: 31 March 2022]. Available at: https://www.thedinnerbite.com/iced-coffee-with-condensed-milk/ FIgure 8F: The Independent, 2021. The Gym. [Online] [Accessed: 31 March 2022]. Available at: https://www.independent.co.uk/life-style/ health-and-families/covid-england-fitness-pilates-instagram-b1829946. html Figure 8G: Pinterest, 2022. Cooking together. [Online] [Accessed: 31 March 2022]. Available at: https://www.healthline.com/health/food-nutrition/ home-cooking-versus-takeout Figure 8H: Netflix, 2022. Logo. [Online] [Accessed: 31 March 2022]. Available at: https://brand.netflix.com/en/assets/ Figure 8I: Leaping Bunny, 2022. Logo. [Online] [Accessed: 31 March 2022].

Available at: https://www.leapingbunny.org/leaping-bunny-logo Figure 8J: Delta, 2020. Diversity. [Online] [Accessed: 31 March 2022]. Available at: https://news.delta.com/diversity-hands-illustration Figure 9 &15: Pinterest, 2022. Shower. [Online] [Accessed: 11 March 2022].

Available at: https://www.pinterest.co.uk Figure 10: Pinterest, 2022. Avocado eggs on toast. [Online] [Accessed: 11 March 2022]. Available at: https://www.pinterest.co.uk/ Figure 11: Pinterest, 2022. University study . [Online [Accessed: 11 March 2022]. ] Available at: https://www.pinterest.co.uk/ Figure 12 & 18: : Pinterest, 2022. Boyfriend and girlfriend. [Online] [Accessed: 11 March 2022]. Available at: https://www.pinterest.co.uk/ Figure 13: : Pinterest, 2022. Bouldering gym. [Online] [Accessed: 11 March

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Figures Figure 16: Pinterest, 2022. Phone scrolling. [Online] [Accessed: 11 March 2022]. Available at: https://www.pinterest.co.uk/ Figure 17: : Pinterest, 2022. Pilates. [Online] [Accessed: 11 March 2022]. Available at: https://www.pinterest.co.uk/ Figure 19: Pinterest, 2022. London office . [Online] [Accessed: 11 March 2022].

Available at: https://www.pinterest.co.uk/ Figure 20: Pinterest, 2022. Pasta dish. [Online] [Accessed: 11 March 2022].

Available at: https://www.pinterest.co.uk/ Figure 21, 22 & 23: : Maniere de Voir, 2022. Cracked vegan leather plush biker jacket. [Online] [Accessed: 11 March 2022] Available at: https://www.manieredevoir.com/ Figure 24A-24E: Maniere De Voir, 2021-2022. Instagram images. [image] Available at: https://www.instagram.com/manieredevoir/?hl=en [Accessed: 18 February 2022].

Figure 24F: Audley Travel, 2022. Mexico beach resort. [Online] [Accessed: 18 February 2022]. Available at: https://www.audleytravel.com/mexico/accommodation/mahekal-beach-resort Figure 24G: Complex, 2018. Basketball. [Online] [Accessed: 18 February 2022].

Available at: https://www.complex.com/sports/greatest-basketball-movies-all-time/ Figure 25: Rosa Rubin, n.d. Digital fashion. [Online] [Accessed: 11 March 2022] Available at: https://www.pinterest.co.uk/ pin-builder/?url=https%3A%2F%2Fkeiseimagazine.com%2Fthe-evolution-of-digital-fashion-and-the-impact-on-sustainability%2F&media=https%3A%2F%2Fkeiseimagazine.com%2Fwp-content%2Fuploads%2Fdigital-article-1160x820

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Figures Figure 26: Placebo, 2022. Virtual designs. [Online] [Accessed: 30 March 2022]. Available at: https://www.timesofisrael.com/the-emperors-new-clothes-are-digital-israeli-designers-shape-virtual-fashion-world/ Figure 27: Maniere De Voir, 2022. Technical print jumpsuit. [Online] [Accessed: 30 March 2022]. Available at: https://www.manieredevoir.com/collections/ womens-jumpsuits-playsuits/products/technical-print-jumpsuit-black?variant=33060068622445 Figure 28: Vogue Portugal, 2010. Digital photoshoot. [Online] [Accessed: 30 March 2022]. Available at: https://www.trendhunter.com/trends/vogue-portugal Figure 29: Maniere de Voir, 2022. Knitted contour jumpsuit – forest green.

[Online] [Accessed: 23 March 2022]. Available at: https://www.manieredevoir. com/collections/womens-new-in/products/knitted-contour-jumpsuit-forest-green Figure 30A: Pinterest, 2022. Space escape. [Online] [Accessed: 24 March 2022].

Available at: https://www.pinterest.co.uk/pin/811562795344438096/ Figure 30B: Pinterest, 2022. Digital fashion. [Online] [Accessed: 24 March 2022]. Available at: https://www.pinterest.co.uk/pin/21814379436570191/ Figure 30C: Pinterest, 2022. Digital couture. [Online] [Accessed: 24 March 2022]. Available at: https://www.pinterest.co.uk/ Figure 30D: WeHeartIt, 2021. White future aesthetic. [Online] [Accessed: 24 March 2022]. Available at:https://weheartit.com/entry/341965135 Figure 30E: : Pinterest, 2022. VR. [Online] [Accessed: 24 March 2022]. Available at: https://www.pinterest.co.uk/pin/152348399871583990/ Figure 30F: WallpaperUp, 2022. Black and white motherboard. [Online] [Accessed: 24 March 2022]. Available at: https://www.wallpaperup.com/251987/ black_and_white_Noir_motherboards_circuits.html

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Figures

Figure 30G: PNGtree, 2022. Black and white digital lines. [Online] [Accessed: 24 March 2022]. Available at: https://pngtree.com/freebackground/blackand-white-background_504909.html FIgure 30H: The Patent, 2021. Robotic fashion. [Online] [Accessed: 24 March 2022]. Available at: https://www.thepatent.news/2021/03/09/fashion-robotsnow-on-the-catwalk/ Figure 30I: Wallpapers.com, 2022. Digital art. [Online] [Accessed: 24 March 2022]. Available at: https://wallpapers.com/wallpapers/blue-aesthetic-vaporwave-digital-art-x4laxhaing5as4eb.html Figure 31: Maniere de Voir Instagram, 2022. Instagram post. [Online] [Accessed: 24 March 2022]. Available at: https://www.instagram.com/p/CUDhleOoPVK/ Figure 32A:Pantone, 2022. Northern Droplet. [Online] [Accessed: 30 March 2022]. Available at: https://www.pantone.com/uk/en/ Figure 32B: Pantone, 2022. Cool Gray 1 c. [Online] [Accessed: 30 March 2022]. Available at: https://www.pantone.com/uk/en/ Figure 32C: Pantone, 2022. White Assylum. [Online] [Accessed: 30 March 2022]. Available at: https://www.pantone.com/uk/en/ Figure 32D: Pantone, 2022. Polar Night. [Online] [Accessed: 30 March 2022].

Available at: https://www.pantone.com/uk/en/ Figure 32E: Pantone, 2022. Perfectly Pale. [Online] [Accessed: 30 March 2022]. Available at: https://www.pantone.com/uk/en/ Figure 32F: Pantone, 2022. Baby’s Breath. [Online] [Accessed: 30 March 2022]. Available at: https://www.pantone.com/uk/en/ Figure 32G: Pantone, 2022. Green C. [Online] [Accessed: 30 March 2022].

Available at: https://www.pantone.com/uk/en/

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Figures Figure 32H: Pantone, 2022. Brady Blue. [Online] [Accessed: 30 March 2022].

Available at: https://www.pantone.com/uk/en/ Figure 32I: Pantone, 2022. Eggshell Blue. [Online] [Accessed: 30 March 2022].

Available at: https://www.pantone.com/uk/en/ Figure 32J: Pantone, 2022. French Lavendar. [Online] [Accessed: 30 March 2022]. Available at: https://www.pantone.com/uk/en/ Figure 32K: Pantone, 2022. Orange Peel [Online] [Accessed: 30 March 2022].

Available at: https://www.pantone.com/uk/en/ Figure 32L: Pantone, 2022. Hot Pink [Online] [Accessed: 30 March 2022]. Available at: https://www.pantone.com/uk/en/ Figure 33A: Grazia, 2020. Neutral fashion trend. [Online] [Accessed: 31 March 2022] Available at: https://www.grazia.co.in/fashion/natural-tones-neutralson-why-it-is-the-longest-lasting-trend-6345.html Figure 33B: Unsplash, 2022. Black and white aesthetic. [Online] [Accessed: 31 March 2022.] Available at: https://unsplash.com/s/photos/black-and-whiteaesthetic Figure 33C: Pinterest, 2022. Beige paint. [Online] [Accessed: 31 March 2022].

Available at: https://www.pinterest.fr/pin/686376799449470520/ Figure 33D: Dreamstime, 2022. Cliff face. [Online] [Accessed: 31 March 2022].

Available at: https://www.dreamstime.com/stock-photo-cliff-face-looking-upwhite-chalk-image45862712

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Figures Figure 33E: Wallpapercave, 2022. White water. [Online] [Accessed: 31 March 2022]. Available at: https://wallpapercave.com/white-aesthetic-wallpapers Figure 33F: StudioBinder, 2021. Black and white aesthetic. [Online] [Accessed: 31 March 2022]. Available at: https://www.studiobinder.com/blog/ black-and-white-pictures/ Figure 33G: Unsplash, 2022. Brown and white aesthetic. [Online] [Accessed: 31 March 2022]. Available at: https://unsplash.com/s/photos/brown-aesthetic Figure 33H: Unsplash, 2022. Beige aesthetic. [Online] [Accessed: 31 March 2022]. Available at: https://unsplash.com/s/photos/beige-aesthetic Figure33I: BigK Products, 2022. Charcoal. [Online] [Accessed: 31 March 2022]. Available at: https://bigkproducts.co.uk/products/lumpwood-charcoal/ Figure 35A: Pinterest, 2022. Blue aesthetic hands. [Online] [Accessed: 31 March 2022]. Available at: https://www.pinterest.com/ pin/330240585180706584/ Figure 35B: Pinterest, 2022. Orange aesthetic. [Online] [Accessed: 31 March 2022]. Available at: https://www.pinterest.co.uk/pin/422281204532591/ Figure 35C: Wattpad, 2022. Hot pink. [Online] [Accessed: 31 March 2022].

Available at: https://www.wattpad.com/814020107-%F0%9F%96%A4-aesthetics-%F0%9F%96%A4-hot-pink Figure 35D: envatomarket, 2022. digital purple particles. [Online] [Accessed: 31 March 2022]. Available at: https://videohive.net/item/digital-purple-particles/20994297 Figure 35E: My Free Textures, 2022. Blue sky with clouds. [Online] [Accessed: 31 March 2022]. Available at: https://www.myfreetextures.com/fluffy-cloudtexture-from-a-perfect-cloudy-blue-sky/ Figure 37: Canvas ETC, n.d. Fabrics. [Online] [Accessed: 31 March 2022].

Available at: https://www.canvasetc.com/product/fabric-swatches-samples/

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Figures

Figure 39A: Amazon, 2022. Neoprene sports top. [Online] [Accessed: 31 March 2022]. Available at: https://www.amazon.co.uk/SJYM-Neoprene-Fitness-Clothing-Sportswear/dp/B089YCZC1B Figure 39B: Lagence, 2022. Baggy track pants. [Online] [Accessed: 31 March 2022]. Available at: https://lagence.tv/talk-to-the-land-oldspice/?ss=3_485_7_18_41&pp=track+pants+baggy&ii=3219037

Figure 39C: WGSN, 2022. Puma X Felipe Pantone. [Online] [Accessed: 31 March 2022]. Available at: https://media.wgsn.com/fo_image_store/boards/91125/ Active_Forecast_S_S_23__Full_Spectrum.pdf Figure 39D: Pinterest, 2021. Futruristic sportswear. [Online] [Accessed: 31 March 2022]. Available at: https://www.yankodesign.com/2021/11/26/this-futuristic-sportswear-collection-with-strategically-distributed-weights-is-giving-us-a-cool-wakanda-vibe/ Figure 39E: WGSN, 2022. Sportswear forecast. [Online] [Accessed: 31 March 2022]. Available at: https://media.wgsn.com/fo_image_store/boards/91125/ Active_Forecast_S_S_23__Full_Spectrum.pdf Figure 40: Tencel, 2022. Lyocell sample. [Online] [Accessed: 31 March 2022].

Available at: https://www.tencel.com/about Figure 41:Mason and Sons, n.d. Loopback jersey. [Online] [Accessed: 22 April 2022]. Available at: https://masonandsons.com/blogs/style/keep-your-coolin-a-sweatshirt Figure 42: Made in China, 2022. Tencel denim. [Online] [Accessed: 22 April 2022]. Available at: https://qd-fab.en.made-in-china.com/product/pvHnAPfMIzrW/China-Tencel-Lyocell-Denim-Fabric-Qf18-2978.html Figure 43: Made in China, 2022. Elastane. [Online] [Accessed: 22 April 2022].

Available at: https://changjintex.en.made-in-china.com/product/HOjECYqyMLcV/China-Wholesale-280GSM-97-3-Cotton-Spandex-Elastane-Stretch-TwillWoven-Fabric-in-White-Color.html Figure 44: Maniere De Voir, 2022. Compiled outfit. [Online] [Accessed: 22 April 2022]. Available at: https://www.manieredevoir.com/ 86

Figures Figure 45: Instagram, 2021. Maniere De Voir shades of beige post. [Online] [Accessed: 22 April 2022]. Available at: https://www.instagram.com/p/ CR4ZsM9hJra/ Figure 46: Maniere De Voir, 2022. Contoured jumpsuit. [Online] [Accessed: 22 April 2022]. Available at: https://www.manieredevoir.com/collections/ womens-jumpsuits-playsuits/products/knitted-contour-jumpsuit-black Figure 47: Maniere De Voir, 2022. SS 22 lookbook. [Online] [Accessed: 22 April 2022]. Available at: https://www.manieredevoir.com/pages/ss22-woman-1 Figure 48: Maniere De Voir, 2022. Blazer dress black. [Online] [Accessed: 22 April 2022]. Available at: https://www.manieredevoir.com/collections/womens-dresses Figure 49: Maniere De Voir, 2022. Grey cargo joggers. [Online] [Accessed: 22 April 2022]. Available at: https://www.manieredevoir.com/collections/womens-cargo-pants Figure 50: Catwalk Yourself, n.d. Boxy blazer. [Online] [Accessed: 22 April 2022]. Available at: http://www.catwalkyourself.com/fashion-dictionary/ boxy/ Figure 51:Joom, 2022. Baggy cargo trousers. [Online] [Accessed: 22 April 2022]. Available at: https://www.joom.com/en/products/60802195c1cff7017fa9d772 Figure 52: PrettyLittleThing, 2022. Black zip up bodysuit. [Online] [Accessed: 22 April 2022]. Available at: https://www.prettylittlething.ie/black-bandagezip-up-high-neck-long-sleeve-bodysuit.html Figure 53 & 77: WGSN, n.d. Track pants Autumn/Winter 2019. [Online] [Accessed: 22 April 2022]. Available at: https://www.wgsn.com/library/results/0/%5EWGSN%20Original%20CADs%2FFlats%7Ctrack%20pants Figure 54 & 78: WGSN, n.d. Catsuit Autumn/Winter 2022. [Online] [Accessed: 22 April 2022]. Available at: https://www.wgsn.com/library/results/0/%5EWGSN%20Original%20CADs%2FFlats%7Cjumpsuit

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Figures Figure 55 & 79: WGSN, n.d. Sports bra Autumn/Winter 2022. [Online] [Accessed: 22 April 2022]. Available at: https://www.wgsn.com/library/results/0/%5EWGSN%20Original%20CADs%2FFlats%7Csports%20bra Figure 56 & 80: WGSN, n.d. Track top Spring/Summer 2018. [Online] [Accessed: 22 April 2022]. Available at: https://www.wgsn.com/library/results/0/%5EWGSN%20Original%20CADs%2FFlats%7Ctrack%20jacket Figure 57 & 81: WGSN, n.d.Long sleeve top Spring/Summer 2021. [Online] [Accessed: 22 April 2022]. Available at: https://www.wgsn.com/library/results/0/%5EWGSN%20Original%20CADs%2FFlats%7Clong%20sleeve%20 crop%20top Figure 58 & 82: WGSN, n.d. Baggy shorts Spring/Summer 2023. [Online] [Accessed: 22 April 2022]. Available at: Figure 59: Maniere De Voir, 2022. Men’s Lookbook 2022. [Online] [Accessed: 22 April 2022]. Available at: https://www.wgsn.com/library/results/0/%5EWGSN%20Original%20CADs%2FFlats%7Ccrop%20jacket Figure 60: Maniere De Voir, 2022. Irridescent puffer jacket. [Online] [Accessed: 22 April 2022]. Available at: https://www.manieredevoir.com/collections/mens-outerwear Figure 61: Maniere De Voir, 2022. Bungee cargo pant. [Online] [Accessed: 22 April 2022]. Available at: https://www.manieredevoir.com/collections/menscargo-pants Figure 62: Maniere De Voir, 2022. Jacquard polo shirt. [Online] [Accessed: 22 April 2022]. Available at: https://www.manieredevoir.com/collections/menspolo-tops Figure 63: Hypebeast, 2022. Puffer jacket. [Online] [Accessed: 22 April 2022]. Available at: https://hypebeast.com/2022/2/no-maintenance-cropped-puffer-jacket Figure 64: Ebay, 2022. Mens baggy trousers. [Online] [Accessed: 22 April 2022]. Available at: https://www.ebay.com/itm/193828448180

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Figures Figure 65: Muscle Fit Basics, n.d. Mens muscle fit t shirt. [Online] [Accessed: 22 April 2022]. Available at: https://www.musclefitbasics.com/blogs/journal/ muscle-fit-vs-classic-fit-whats-the-difference Figure 66 & 84: WGSN, n.d. Baggy polo top. [Online] [Accessed: 22 April 2022]. Available at: https://www.wgsn.com/library/results/0/%5EWGSN%20 Original%20CADs%2FFlats%7Czip%20up%20top Figure 67 & 85: WGSN, n.d. Popover jacket Autumn/Winter 2022. [Online] [Accessed: 22 April 2022]. Available at: https://www.wgsn.com/library/results/0/%5EWGSN%20Original%20CADs%2FFlats%7Cpopover Figure 68 & 86: WGSN, n.d. Shorts Spring/Summer 2022. [Online] [Accessed: 22 April 2022]. Available at: https://www.wgsn.com/library/results/0/%5EWGSN%20Original%20CADs%2FFlats%7Cskater%20shorts Figure 69 & 87: WGSN, n.d. Performance top Autumn/Winter 2016.

[Online] [Accessed: 22 April 2022]. https://www.wgsn.com/library/results/0/%5EWGSN%20Original%20CADs%2FFlats%7Croll%20neck Figure 70 & 88: WGSN, n.d. Track pants. [Online] [Accessed: 22 April 2022].

Available at: https://www.wgsn.com/library/results/0/%5EWGSN%20Original%20CADs%2FFlats%7Ctrack%20pants Figure 71 & 90: WGSN, n.d. Track top. [Online] [Accessed: 22 April 2022].

Available at: https://www.wgsn.com/library/results/0/%5EWGSN%20Original%20CADs%2FFlats%7Czip%20up%20jacket Figure 72: Instagram, 2022. Maniere de Voir design development. [Online] [Accessed: 23 April 2022]. Available at: https://www.instagram.com/p/ CYpQXLkIeEy/ Figures 73, 74 & 75: Maniere De Voir, 2022. Siginiature embroidery t-shirt, pink. [Online] [Accessed: 23 April 2022]. Available at: https://www.manieredevoir.com/collections/mens-t-shirts-tops/products/signature-embroidery-t-shirt-pink Figure 76: Maniere De Voir, 2022. SS 22 Lookbook. [Online] [Accessed: 3 May 2022]. Available at: https://www.manieredevoir.com/pages/ss22-woman-1 89

Figures

Figure 83: Maniere De Voir, 2022. SS 22 Lookbook. [Online] [Accessed: 3 May 2022]. Available at: https://www.manieredevoir.com/pages/ss22-man Figure 90: Giorgio Armani, n.d. Luxury store. [Online] [Accessed: 3 May 2022]. Available at: https://onehundrededition.com/100-milan-the-mostlavish-fashion-boutiques-and-stores/ Figure 91: Maniere De Voir, 2021. Redefined streetwear. [Online] [Accessed: 4 May 2022]. Available at: https://www.fastfashionnews.co.uk/mdv-clothing-maniere-de-voir/ Figure 92 & 94: Maniere De Voir, 2022. Screenshots. [Instagram] [Accessed: 5 May 2022]. Available at: https://www.instagram.com/manieredevoir/?hl=en Figure 93: GenerateStatus, 2022. Instagram post generator. [Online] [Accessed: 20 April 2022]. Available at: https://generatestatus.com/generate-fake-instagram-post/

Figure 95: Sabri, L. 2022. @lillysabri. [Instagram] [Accessed: 5 May 2022]. Available at: https://www.instagram.com/p/CcyRvd7tEoJ/ Figure 96: Hague, Z. 2022. @zoehague. [Instagram] Accessed: 5 May 2022] Available at https://www.instagram.com/zoehague/?hl=en Figure 97: Formula One, 2022. McLaren. [Online] [Accessed: 5 May 2022]. Available at: https://www.formula1.com/en/teams/McLaren.html Figure 98: FirstSports, 2020. England football team. [Online] [Accessed: 5 May 2022]. Available at: https://firstsportz.com/football-euro-2020-england-captainharry-kane/ Figure 99:DressX, 2021. Digital fashion. [Online] [Accessed: 6 May 2022]. Available at: https://edition.cnn.com/style/article/metaverse-digital-fashion/index.html Figure 100: Pinterest, n.d. HeroMirror. [Online] [Accessed: 6 May 2022]. Available at: https://www.pinterest.co.uk/pin/600175087826914864/

Figure 101: Maniere De Voir, 2022. SS 22 Lookbook. [Online] [Accessed: 6 May 2022]. Available at: https://www.manieredevoir.com/

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appendix c

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Critical Reflection Student Name: Charlotte Parry – de Boltz End Week 14 Critical reflection: Wins, challenges, fails….

After reflecting on the lecture and reading the module handbook, I started to think about the type of trends I would like to explore further, and which brand I was interested in writing about. I have decided to explore the use of social media and technology consumption as a trend that has followed on from my group work in Semester 1 which was titled ‘Meta-Consumption’ meaning that I will investigate a brand that could expand its social media presence or implement a technology campaign to compete with other brands that dominate the online space.

One challenge this week was thinking about the brand I was going to choose, and what exactly I needed to explore in my report, but after reading going back over the brief I was able to understand this.

Your Actions: What are you going to do next?

How do you respond the issues from the past week?

Next week I am going to research the trend I have chosen in more depth and start building a customer profile so that I can maybe start collecting primary research into their lifestyle.

To clear up any confusion or concern about what needs to be included in the report, I am going to look through the module handbook again, and make sure to ask any questions in the seminar that I need to be answered.

I also need to make sure that I keep myself motivated to do my research, and so I will make sure that I start studying on campus as this improves my concentration a lot.

One fail this week was that I was slow to start working again as I have just started to settle back into university again, and so it was hard to motivate myself to work.

End Week 15 Critical reflection: Wins, challenges, fails….

This week I completed the consumer trend canvas template that was given to us in the seminar so that I could gain a better understanding of what my trend package will contain. Using this canvas has helped me research and use specifics to narrow down the drivers, expectations, and innovations of my chosen trend.

I made sure to re-read the brief and module handbook to better my understanding of the assignment and have also discussed it with my coursemates so that we can share our understanding and knowledge with each other.

One challenge this week was thinking about what brand to work on and how to apply it to my trend forecast report. I did come to the conclusion that I would like to write about the brand Maniere De Voir, as it is not the typical mainstream brand that I have used in the past, and I believe that doing a different brand that I do not necessarily know much about would expand my horizons and prepare me for the industry better. This was a bit of a struggle as I originally wanted to explore Trends & Forecasting 2365

Your Actions: What are you going to do next?

How do you respond the issues from the past week?

Following on from choosing my brand, Maniere De Voir, I am going to further my research into their customers so that I can prepare a consumer profile next week. As well as this, I am going to create a mood board to gain a better visual understanding of the consumer I am trying to build.

I am also going to go over the seminar again to make sure that I fully understand what I have missed.

another brand, but then decided against this as I thought it was too popular and similar to other brands I have assessed.

One fail this week was that I was unable to attend the seminar on Friday due to other commitments with the Leeds RAG Fashion show that I needed to be at.

Therefore, I had to speak to my course mates about what I missed and catch up on the recording which was tricky as I was unable to ask questions and complete the group tasks in person.

End week 16 Critical reflection: Wins, challenges, fails….

This week, I completed an in-depth consumer profile, by using the template that was given to us in the seminar. I created an imaginary persona for the profile and used a model based on the average millennial/older Gen Z consumer with my own research and knowledge. I have also begun to work on an imageboard of this consumer.

One challenge this week was understanding exactly what was needed in the consumer profile, and whether or not I was supposed to use factual evidence or make an educated assumption about what my consumer was like. However, this question was answered in the seminar, and I have a much better understanding and was, therefore, able to correct my consumer profile accordingly.

Your Actions: What are you going to do next?

How do you respond the issues from the past week?

Next week, I am going to complete the work needed for the seminar, which is the brand onion and SWOT analysis for Maniere De Voir. As I am pretty happy and confident with this brand, I only need to complete it once.

I would also like to think about conducting primary research of a Gen Z and/or millennial consumer, preferably one male and one female, so that I can gain a better understanding of their habits and behaviours, as well as a ‘day in the life’ profile.

One fail this week was choosing my brand before completing sufficient trend research, as in the seminar I realised that I was very hasty in choosing my brand first, rather than the trend and then relating a brand to it afterwards. However, upon reflection and further research into my chosen trend and consumer, I am still able to do the brand Manière De Voir, despite the fact it was a mistake to choose in that order.

End week 17 Critical reflection: Wins, challenges, fails….

A win this week was that I finally feel on top of my assignment, and I understood the lecture and seminar material and feel confident to move forward with my work. I completed my brand onion and SWOT analysis within sufficient time, and I am happy with the standard of this work so I can include it in my final project. I also completed my primary research of talking to one person about their day-to-day lifestyle so that I could build on my customer profile.

Trends & Forecasting 2365

Your Actions: What are you going to do next?

How do you respond the issues from the past week?

In order to respond to the issues from this week, I want to create a timetable of work to minimise any confusion across modules. By doing this, I will also feel better about the workload and by visually breaking it down I will feel less stressed by everything.

Also, I aim to complete the seminar work which was to create a moodboard for my brand, and assess the strengths and weaknesses of the brand’s personality. I will research colour palettes on websites such as

One challenge this week was the amount of work that seemed to pile on top of each other pretty quickly, and I did feel slightly overwhelmed with how much my workload has increased, but I have managed to separate it out and focus on one piece at a time so that I do not let myself get too stressed.

One fail this week was struggling to differentiate between my two module assignments, as I have been getting a little bit confused between the two as they are quite similar. I accidentally got muddled up with my brands and organised my work in a way that I shouldn’t have, and so I need to be more careful when working on this module and my Fashion communication and promotion strategy module.

End week 18 Critical reflection: Wins, challenges, fails….

One win this week was that I managed to explore colours and fabrics in relation to my brand. Using research from Pantone and WGSN, I was able to map out what colours are on-trend at the moment, and which ones I will include in phase 2 of the assignment. I also created a mood board for the brand which helped me visualise the creative direction I will go in, and I feel confident to move forward with this project.

Pantone and WSGN to help me decide on my own colour palette for Manière De Voir.

I would also like to create a ‘draft’ document, in which I state the direction I want to head in for my assignment, by thinking about how to combine my chosen trend and my brand. This will also include the type of collection I will think about in the phase 2 part of my assignment.

Your Actions: What are you going to do next?

How do you respond the issues from the past week?

To respond to these issues, I will go over the lecture content and ask for help if need be, so that I can better my understanding of the information. I also want to get started on the first parts of my project as I have all the information and research I need for Phase 1, and so I will start to compile this into a document and think about layout and design of the report.

One fail this week was missing the lecture and seminar due to my commitments with the Leeds RAG Fashion show, which meant that I was unavailable on the Friday are in class. I know that if I don’t catch up, I will fall behind, and even though this was unavoidable, I need to make sure I understand this week’s learning content.

One challenge this week was understanding the fabric content and trends as a result of missing the in-person lectures. I need to go over the slides to better my knowledge, as I found it quite hard to understand the difference in fabric and material types. This is something I will consider during phase 2 of my assignment.

End week 19 Critical reflection: Wins, challenges, fails….

This week I have paid close attention to the lecture content, understanding silhouettes and how to implement this within my brand. I started to think about this briefly, and explored different websites such as WGSN to gain further knowledge on current silhouette trends.

Trends & Forecasting 2365

Your Actions: What are you going to do next?

How do you respond the issues from the past week?

My priority for next week is to catch up on the seminar I missed and to start thinking about the oral presentation. I will map out some ideas for that and then potentially begin to collate the slides.

One fail this week was that I was unable to attend Friday’s seminar, and so I missed key content about the upcoming oral presentation. I have not caught up on this straight away, and so this will be a priority as the presentation is not far away.

A challenge this week was that I struggled to manage my time well amongst all modules. Due to strike issues I was having with another module, I focused my time on that instead of this assignment, and so I was unable to further think about my colours, fabrics and silhouette trends.

End week 20 Critical reflection: Wins, challenges, fails….

This week I have more of a structured idea of what trend and collection I am going to focus on. I want to explore the trend of online identities and how this affects fashion and the way that consumers are perceived online. This led me to think about a virtual collection that influencers could use to upload onto themselves through social media, and via a link they can share this with their followers. I feel much better about the direction I am going in with this assignment.

Your Actions: What are you going to do next?

How do you respond the issues from the past week?

Next week I will dedicate some time to focus on my idea and how to implement a virtual collection in my brand. I will also continue to work on my oral presentation, as well as coming up with an interesting name for my project.

One fail this week was struggling to work on this assignment, as I found myself quite busy and preoccupied with other tasks and work for other modules, and so I think I have fallen a bit behind.

One challenge this week was thinking of a name for the project. I need to think a bit more in-depth about creating an engaging title that encapsulates the trend I am writing about.

End week 21 Critical reflection: Wins, challenges, fails….

I have made good progress on Phase One of my report and have started to think about the mood and colour section. I have developed my InDesign document a lot this week and now have a structured layout and clear plan ahead. I have done extensive research on digital avatar wear on sites such as WGSN, and have got a good idea of how to create a digital collection for my brand.

One fail this week was that I was unable to attend my oral presentation as I felt I did not have adequate work to present on phases 2 and 3. This had caused me a lot of stress on top of another assignment that has been affected by strike action, and so I felt unable to present my work because of my metal health and lack of Trends & Forecasting 2365

Your Actions: What are you going to do next?

How do you respond the issues from the past week?

Next week I am certainly going to get together an idea of the colour palettes, fabrics and silhouettes I want to use in my project so that hopefully I can put together something to receive feedback on. I want to start writing about my mood and colour ideas next week as well and put these into my InDesign document.

confidence.

One challenge this week was certainly working through my workload and dealing with the stress of university.

As I was unable to attend my presentation, I could not receive feedback and so will have to find another way to get this so that I don’t fall behind.

End week 22 Critical reflection: Wins, challenges, fails….

The win this week was definitely the progress I have made on my assignment, both the written and visual aspects. I have completed the majority of the report and feel comfortable and confident with what I have written. I have created several mood boards reflecting the colour and mood I would like to display and have been doing extensive research on sites like WGSN and Pantone to gain insight into the current and recent trending colours. I have organised my palettes into a set of core and accent colours so I have a rough idea of what my collection would look like. I also had a good opportunity in the lecture to finalise some ideas and make sure that my work followed the brief.

Your Actions: What are you going to do next?

How do you respond the issues from the past week?

Next week I am determined to stay on top of my work and keep motivating myself. As well as this, I am going to investigate the materials and fabrics I would like to incorporate into my collection and hopefully make a good start to this section of the assignment.

One fail this week was finding motivation the work coming back after Easter break. I found it difficult adjusting to the change of setting I was working in, and had to really push myself to work at home.

One challenge this week was that I decided that I was unhappy with the layout and appearance of my report, and so I had to redesign everything until I was completely happy with it. This took up valuable time that I could have used to be doing research, but I feel a lot happier with my document now so in the end I am pleased I took the time to redo it.

End week 23 Critical reflection: Wins, challenges, fails….

My win this week was most definitely finishing my assignment completely. I have allowed myself enough time before the deadline to proof read and check that I am happy with everything.

Overall, I do not think that I can record a fail for this week, however I do regret not booking a drop in Trends & Forecasting 2365

Your Actions: What are you going to do next?

How do you respond the issues from the past week?

A final proof read, spell check and word count check, and then submit!

session with my tutor to get some feedback, but unfortunately, I did not have the time to do so. This probably would have made me feel much more confident with my work.

One challenge this week was timing, as I did feel quite stressed that I was not going to finish my report in time, and so I made sure I put in a good amount of work over the last couple of days to ensure that it was done in time.

Please submit completed copies of these sheets with all coursework at the end of this module.

Trends & Forecasting 2365