Brand Strategy

BRAND STRATEGY BUSINESS OF FASHION 2

5 6 &10

7 8-9 11-12

01

2. MARKET RESEARCH 13 2.1 Infographics & Analysis 2.2 Target Consumer 2.3 Future Target Consumer 2.4 Market Size & Growth 2.5 Macro & Micro Environment 2.6 Emerging Markets 2.7 Competitor Analysis

2.

14-17 18 18 19 20-21 22 22-23

26 27-28 29 30 30 31 32 33 34-41 42 43 44-45 46-48 49-50 51 52-56 57 58-59

CONTENTS

1.1 Client Brief 1.2 Client Contact via Email 1.3 Client Contract 1.4 Client Questionnaire 1.5 Client Interview

3.1 Brand Identity 3.2 Logo Design 3.3 Brand Aesthetic Moodboard 3.4 Buildng Brand Loyalty 3.5 Product Drops 3.6 Photoshoot Feel Moodboard 3.7 Makeup Moodboard 3.8 Pose Moodboard 3.9 Final Images 3.10 Shoot Reflection 3.11 POS & Packaging 3.12 Advertising Concept 3.13 Social Media Presence 3.14 Website Design 3.15 Brand Collaboration 3.16 Magazine Features 3.17 Conclusion 3.18 Bibliography

03

02

1. CLIENT PACKAGE 4

3. COMMUNICATION 24 STRATEGY

3.

1.1 Client Brief Our client Molly, is the creator and owner of the brand Twenty.Intimates. Molly graduated university with a contour fashion degree and then went on to create her own business. Everything she sells is hand made by her and sold through her website, Instagram page and Depop.

Molly has some strong and important values when it comes to her brands image.

The main point being body positivity, she believes that anyone of any size should be able to wear her designs whilst looking and feeling their best. She is also a strong believer in diversity and posts images on her Instagram of women of different race, size and age to include everyone within the brand.

Molly has been very helpful and involved in the discussions of adapting her brand, as she wants it to be as successful as possible, even if that means changing certain aspects all together. One of these aspects being the logo. As a group, this was one of the main things we wanted to change so when Molly mentioned it also, we decided to put this at the top of the list. Another important change we want to make is the layout of the Instagram and website, we feel as though the Instagram needs more organisation and a strong theme to help make it more professional and easier to navigate. We believe that in turn, those factors will cause an increase in sales. As for the website, Molly already has a strong base, however, we want to introduce a simpler colour scheme and make the layout more organised like we will be doing to her Instagram. As the two online mediums are the main source of Molly’s income, we want to make them as easy to use as possible for the consumer, to boost her sales.

1. CLIENT PACKAGE 4.

We’re going to do two photo shoots for the brand, the first one is to show off Molly’s current designs but in a more professional way. Currently, the Twenty.Intimates Instagram consists of consumer-based images in the swimwear, we want to keep this idea but instead of having the pictures on the feed, we want to put them as a story. For the feed itself we want to use models of different sizes to not only keep with the client’s values, but to also keep the Instagram page looking as professional as possible. The client mentioned that she is going to launch a lounge wear collection as we are coming into winter, as a group we want to make the collection announcement as exciting as possible in order to grab the consumers attention.

The second photoshoot is where we will be taking the announcement photos and showing off the garments using an inviting and cosy theme to make the consumer want to purchase the products just in time for winter. As a group, we believe that the changes we are going to make are not only going to enhance Twenty.Intimates image, but boost sales also.

Scarlett Davison

5.

1.2 Client Contact via Email To Molly, I hope you are well.

We are a group of four second year students studying Fashion management and communication at Sheffield Hallam University. For our module we have been asked to approach and collaborate with a business to help aid them in forming new strategies to stay current within the market.

This will cover creating a brief that fits your brand vision and values, conducting research into a new or existing market, determine a direction moving forward and finally produce a branding / communication plan to reach the intended audience and achieve goals. Our aim is to aid you in creating your vision and putting ideas into place. We want to build a strong relationship with your brand and work for you.

Let me know if you have any questions and we look forward to hearing from you.

Kind regards Rebecca Levers

Hi Rebecca, Your proposal sounds great, would love to be part of it. Always trying to find ways to stay current and would take any help in that!

Kind regards, Molly Munslow Good afternoon Molly, I have attached a document that will need to be signed and sent back to us before we can begin questionnaires. This is just so you know that we are being ethical and that all the information you need is given to you. I hope this is all okay!

I can send the questionnaire as soon as this has been signed.

Thank you again so much for your participation.

Rebecca

Hi, Please find attached the questionnaire. It would be great if you could have this filled out by tomorrow lunchtime. If this is not long enough please let me know.

Many thanks Rebecca 6.

Rebecca Levers

1.3 Client Contract

Our Project Title: Business of Fashion2 – Creative Brand Management and Marketing What is our project about?

Our project is about the ability of brands to stay current within the market, adapting themselves to stay relevant and how to go about that. We are learning how brands build solid relationships with their consumers in order to retain them and increase loyalty. We have been asked to create a client brief (an overview of who the client is and what they want to achieve), conduct market research into the current market and a potential new market, come up with a communication strategy and introduce new assets that will contribute towards the success of the brand (this could include logos, product drops, photoshoots or collaboration etc.). We aim to build on out knowledge and learn to work closely with brand/clients, providing professional and creative insights into the future of the brand.

Do you have to take part?

Your participation is entirely voluntary. No one else will be informed of your participation or non-participation. At any subsequent point, you can withdraw from the project and if you wish, withdraw any of the information that you have given so far (through interview or other). You do not have to give any reason for withdrawing.

Why have we chosen you to take part?

We had initially found your brand on Instagram and saw the love you share for various body types which is something we find important for swimwear and the fashion industry in general. Your website engaged us and additionally we love how your products are handmade, which gives it a personal touch to the consumer. Furthermore, we want you to grow as a business and we think we can help your brand advance in a fun & exciting manner and give you advice to do so. We also believe in creating a strong professional relationship that results in us working for you to reach your full potential.

in taking part?

The main cost to you will be the time needed to be interviewed We are confident that the arrangements described above will prevent any of your information being shared with anyone. For this reason, we believe that the risk of detriment is very low.

What will happen to the information you provide?

In order to keep a record of the interviews we would like to tape the discussion and have this transcribed into text. We will then analyse the information and feed it into our results. At the end of the study all the tapes, transcripts and any other information collected will be destroyed.

How will we protect your confidentiality?

The tape and transcript will only be handled by Who are we? the group, in line with data protection principles We are a group of 4, second year students studand our approved research protocol. Hard copies ying Fashion Management and Communication.

We are currently doing a project on Creative Brand of research notes are kept securely, and electronic files are kept on password protected computManagement and Marketing which is part of our Business of Fashion Module 2 and being superers which are not accessible to any other person. vised by our tutors throughout.

What are the possible disadvantages and risks

What are the possible benefits?

We hope that you will find participation in our project interesting, fun and useful for the future of your brand.

What will happen to the results?

The results will be used as part of our university assessed work, in a printed document. It will What do we need you to do? be read by my tutors and be made available to Firstly, we need you to agree to this document and the external examiner, who is an academic from then fill out a questionnaire we have created in another university. order for us to find out more about your business.

From that, we will then analyse your response and Please could you sign and date the document below create a client brief for your business with your input (possibly a meeting face-to-face to do this), stating what we are going to do for you and your brand and the deadlines we will achieve it for.

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1.4 Client Questionnaire We are currently studying a project involving creative brand management and marketing, and as part of that project we are interested in your views of your business. All questionnaire data will be kept in accordance with the Data Protection Act and destroyed at the end of the project.

What was the reason for starting your business?

I started my business through Instagram, I created my page as a portfolio page for my uni work. Once I finished uni I started applying for jobs everywhere, as I live near Derby it’s hard to find contour related jobs without looking at moving. So I started up my own brand, the first couple of bikini posts were just things I made for myself but people wanted to start buying so I had to make myself more!

What are your brands current values?

My brand values are body positivity and diversity, being a swimwear brand I believe it is important that everybody believes they are bikini body ready as it is hard to not live up to societys values on body image. I want every girl and woman to feel proud when they wear my designs

Do you advertise your business through social media? If yes, do you think this contributes to your sales?

My social media is where I get almost all my sales, I have a website but due to the nature of my business being made to order most people will order through Instagram or depop.

How else do you advertise your brand?

I advertise through Facebook, Instagram and Twitter. I have looked at other ways of advertising but I get quite a lot through social media.

What percentage of your budget do you spend on advertising?

I don’t spend a lot on advertising, I will sometimes promote a post on Instagram for £10, but other than that I get a lot of promotion by sending out samples to Instagram influencers. This only costs me my time and materials.

How would you describe your business to a new customer?

I would describe my business as my baby! I know people say business isn’t personal but mine is, I find it so important to love every item I make! Each item is handmade, I want everyone to love their swimwear as much as I do and feel amazing in it!

What is your main goal for the business?

My main goal is to make girls feel good! I enjoy what I do and would never want to feel like I’m ripping someone off for a bikini. I have worked for a swimwear company in the past that charged over £150 for a bikini, I price myself reasonably and I do that so I can appeal to all women. Honestly would I love to be making huge profits off each bikini? Of course! But its very difficult with all the brands on the market now, misguided offered a £1 bikini in the summer, how is any small business going to compete with that?!

Who is your current target market?

My current target market is quite broad, I love making tiny thong bikinis for girls around my age going to Ibiza but I also love making older women feel fabulous in my designs! Really my market is anyone that wants to feel comfy but fabulous!

Where would you like your business to be in 5 years’ time?

I would love my business to be thriving in 5 years time, I have a part time assistant at the moment but it would be great to have a small team that would be putting out a number of collections a year, branching into loungewear and nightwear.

Who would you say are your competitors?

In some sense I would say there are a lot of brands that make similar swimwear to mine on Instagram, yet I don’t feel that a lot of these brands have the same image or brand outlook as mine.

Looking at well known brands I would probably put the things I create along side pistol panties and playful promises.

Is there anything new you want to create for your business?

I would like to start creating loungewear and possibly swimwear coverups in the near future. Branching my website out more to bring more traffic to it, and keep getting more Instagram followers.

Do you have loyal customers?

I love my customers, most customers that I have will order one bikini but usually order another one or more. Getting feedback from these customers helps me with new designs and which prints I choose to use.

8.

Lydia Slater

9.

1.2 Client Contact #2

Good afternoon Molly, In order for us to progress with our project, it would be helpful if we could gain a little bit more information about what you would like to do with your brand. Our brief says we have to: - Create a new logo - Product Drops - you previously mentioned wanting a loungewear collection, creating content to promote this - Instagram Layout ideas - Website ideas - A Product Photoshoot - if possible it would be great if we could have some products which you would like us to photoshoot and promote If you have any of your own ideas for any of these sections, please let us know. We would love your input to help us achieve something that you’ll like.

Thank you Rebecca

Hi Rebecca, My logo is pretty basic at the moment so feel free to design something completely different, I’m not a fan of bold font though that is my only ask!

For my loungewear I’m going to focus on using velvet, if you need me to send any samples of this for you to work with I can do.

Currently don’t have a real layout on Instagram so I’ll take any help with that! Also website is pretty basic so will accept any ideas on that.

A photoshoot sounds great, please let me know when you would need products by and sizes. Or any ideas you have that I can create swimwear for.

Thanks Molly Munslow Hi Molly, Hope you’re well, glad you’re happy to send us some products for a photoshoot, we have been discussing this and for us to get a good range of images for you we will need a few different styles and patterns, this could include; A reversible swimsuit, a high waist bikini, a thong bikini and if possible a scrunchie. If there is any you would like us to promote as well that you like then feel free to let me know. Patterns could be plain colours, animal print and also the fruity styles.

A variety of sizes would be great. We plan to do this during the week of the 18th November

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Thanks Rebecca

1.3 Client Interview WITH MOLLY MUNSLOW

1. How would you describe your current social media presence?

Currently I think my social media presence is not at its best. I don’t always have the time to post consistently online as I’m juggling a few different projects. I wish I had more time to be able to take better pictures for my Instagram and website to make it more professional as at the moment I don’t really have a real layout on Instagram and my website is pretty basic. I really enjoy communicating with my customers through my Instagram too and want it to be the best it can be. I know we’ve spoke about my use of social media quite a bit and I would love some help with both of these as they are really important for the growth of my business.

I get the most traffic on my Instagram and so I would love to make this look more rounded and put together.

“OBVIOIUSLY I CAN’T REACH OUT TO KYLIE JENNER” 2. You said you wanted to bring out a loungewear collection, how do you plan on advertising this?

My main point of advertising is Instagram, occasionally paying the fee on Instagram to promote. Apart from that I don’t really do much advertising. I have a website, Facebook, Depop and Twitter account as well as my Instagram however I don’t feel that these really capture my target audience well enough for it to be worth paying more for advertising. In terms of advertising for loungewear, I’m going to focus on using velvet and with Christmas coming up now is a perfect time to advertise for this, and with it being such a different venture for me I want to create lots of excitement and

build up towards it. Possibly doing some sort of 12 days of Christmas kind of thing. I also would really love to give back to my loyal customers by not only giving out money off codes but also sending them some products for free would be my dream. I’m usually much quieter over the Christmas period with Twenty Intimates so I’ll have more time to work on these projects now. I would also like to do more with advertising, by reaching out to more influencers and collaborating with them in some way, growing what I’ve already started with the links I have in the industry. My business is literally my favourite thing in the world and I would do anything to see it grow. I hope that in the next few years bringing out new products and collections will be successful, especially the loungewear as it is the first new launch I will have done, as obviously swimwear was where I started.

3. What are your thoughts on your current logo and would you be happy for us to redesign it?

My logo is pretty basic at the moment and recently I have been thinking more and more about recreating my logo, I just don’t have the graphic skills to be able to do something professional. I created my logo when I first came up with the idea of Twenty.Intimates in 2017. It is definitely time for a new logo design so I am very excited to see what you can come up with. I think the colour pink is very feminine and fits well with my brand and my values of body positivity however I am open to any changes.

“DIFFERENT BODY SHAPES AND SIZES WILL NO LONGER STRUGGLE TO FIND A SWIMSUIT THAT FITS THEM CORRECTLY” 11.

4. What is your opinion of the market currently and where do you think it’s headed?

5. How do you decide which influencers to send your bikini’s to?

Most of the time it will be someone I am really enjoying at the time and think has a similar audience to me. Obviously I can’t reach out to Kylie Jenner as my brand is so small and she’d never reply to me but working with influencers such as Gemma Stafford and LittleMissLoon on Instagram has really boosted my following and audience, and has given potential customers a good review of my brand. I try to be realistic with who I send them to, who is going to most beneficial to me but also who I can reach. Although I would love to collaborate with celebs such as the Kardashians but it just isn’t going to work for my little brand just yet, maybe one day. As I grow so will the followings of the people I work with. I love sending to smaller influencers too as they’re so much more appreciative and their followers trust them too.

“ACCEPTING THAT YOUR BODY HAS STRETCH MARKS, SPOTS, FLAWS, AND THEY ARE NORMAL”

6. What does body positivity mean to you?

Being able to feel comfortable, not even confident, just comfortable in your own skin, especially when on holiday. Accepting that your body has stretch marks, spots, and other flaws, and they are normal and completely okay.

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Interviewed by Amy Russell, Lydia Slater, Rebecca Levers & Scarlett Davison Written by Rebecca Levers

2. MARKET RESEARCH

Currently I think the market is not reaching its full potential. Obviously most people buy swimwear however they buy from high street, and online brands such as PrettyLittleThing, ASOS. These brands sell a variety of different things from clothes and shoes to accessories and makeup. Swimwear only brands are hard to come across and aren’t very popular. However offering custom made swimwear is a market which has lots of room for growth and I think it will continue to grow massively in the future.

Body diversity will continue to shape the market hugely too and different body shapes and sizes will no longer struggle to find a swimsuit that fits them correctly, especially with the option of custom made items.

Embracing it at its best and at its worst. I want all of my customers to feel at their best whilst wearing my swimwear which is why we work around them, creating custom made bikinis, offering mix and match. We all have days where we don’t feel like wearing certain clothes, but we have created options for those days, with high waisted bikini’s, swimming costumes etc.

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1. HOW OLD ARE YOU? GRAPH 1 How old are you?

30%

55%

5%

10%

2. WHAT TYPE OF SWIMWEAR DO YOU BUY? We then asked what type of swimwear people buy, this resulted in nearly 60% answering bikini making this the most popular item of swimwear that people buy. This helps our research as our client mainly sells bikinis which shows there is definitely a market there. Swimming costumes were also fairly popular with 30% saying they buy those over the other options.

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Online Stores

Over 65

GRAPH 2 What type of swimwear do you buy?

High Street Stores

55-64

35-44

Under 18

0%

25-34

25%

Independent Stores

45-54

50%

3. WHERE DO YOU TEND TO PURCHASE SWIMWEAR FROM?

We began our questionnaire with this question to find out the age range of people who were answering the questions. As shown the majority of people who answered the questionnaire are between 18 and 24 (63%), the remaining 37% are aged 25 or over. This was good as we were wanting a response from the people that Twenty Intimates aims to target.

18-24

100% 75%

As Twenty Intimates is an online based company, we wanted to research into where people buy their swimwear from and if the company should be looking at other methods of sales. The majority of people said that they tend to purchase swimwear from high street stores like Topshop, New Look etc. Only a small portion of people said they buy swimwear products from independent brands, like Twenty Intimates.

From these results I think that the company could benefit from a physical presence on the high street, for example a pop-up shop in cities across the UK or even a permanent stand-alone shop.

Other

2.1 Infographics & Analysis

Lydia Slater

15.

To find out how much people generally spend on swimwear, we asked ‘how much would you pay for a swimwear product?’. The most popular response was £21-£30, however there was a similar result for £11-£20. This suggests that consumers are more likely to buy items at lower prices and spending a lot on a product. Twenty Intimates products are around £25/30 which makes them a suitable price for the younger target market.

Yes!

79%

No!

21%

6. WOULD YOU CONSIDER BUYING A SWIMWEAR PRODUCT FOR £20-£40 WHICH IS HANDMADE AND TAILORED TO YOUR PREFERENCES? In order to see how many people would consider buying handmade swimwear products if they had the option to, we asked this question last in our survey. The outcome was positive as nearly 80% of people said yes, they would consider buying handmade swimwear. However, we believe that people still go for the easier option of buying swimwear from major brands as it is a ‘quick-fix’. GRAPH 6 16 .

Would you consider buying a swimwear product for £20-40 which is handmade and tailored to your preferences ?

GRAPH 5 How much would you pay for a swimwear product?

product?

5. WHAT WOULD MAKE YOU MORE LIKELY 4 TO PURCHASE A PRODUCT? GRAPH What would make you more

Over £40

Fabric Quality

£31-40

Handmade/Custom Made

£21-30

Low Price Range

£11-20

The Look of the Product

£0-10

4. HOW MUCH WOULD YOU PAY FOR A SWIMWEAR PRODUCT?

From the graph, it shows how people are more likely to purchase a product going by how it looks rather than the fabric quality or it being hand-made/ custom-made. The fact that no one said handmade gave us the task of showing the public that it is a much more sustainable way of buying products and that smaller independent brands need more acknowledgement in the swimwear sector.

Lydia Slater

17.

2.2 Target Consumer 2.3 Future target consumer

After discussing with Molly, she describes her target consumer to be, “quite broad”. She markets her thong bikinis towards women aged 18-24 but she explains she, “loves making older women feel fabulous” so her high-waisted, more conservative designs tend to sell better to women over the age of 30. Molly went on to explain, “My market is anyone who wants to feel comfy but fabulous” in her designs.

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We have confidence in keeping the target consumer quite broad to help boost profit, gain customers and spread awareness of Twenty.

Intimates. Targeting some of her swimwear to an older demographic would be ideal as, “Swimming is a relatively low impact sport on the body” (Mintel, 2018), which likely means, “participation amongst older people”, (Mintel, 2018), would be very common. However to reach a wider audience, it would be ideal to target some swimwear to 1624 year olds as, “more than four out of five people aged 16-24 now shopping online for clothing”, (Mintel, 2019). This would be a good opportunity for Molly to release collections for her brand so it is easier to shop and there is something for everyone, as being inclusive is important for Twenty.Intimates. We want to maintain the current ability for older women to buy and wear the swimwear, as everyone should be able to find something they feel confident in and Molly really pushed that in her brand and made us aware of that aspect of Twenty Intimates. But we also want to continue with 16-24 year olds finding something that is on trend. By updating social media and website design, these platforms will be current and appeal more to all generations of people, therefore keeping her curernt target consumer - “anyone that wants to feel comfy but confident”.

Amy Russell

2.4 Market size & growth The swimwear market is very competitive, especially in the summer season. All brands from high street to online show off their latest garments and set trends for the year. In 2019, consumers spent £4.2 billion on summer fashion items, £500 million of this was spent on beach wear (Mintel, 2019) showing how popular the swimwear market has become. Unfortunately, due to many online shops producing items known as “fast fashion” a lot of clothes are being thrown away to be replaced by the latest trends. In a survey it was found that 33% of people take “fashion items on holiday” (including swimwear) with the intention of leaving it there (Mintel, 2019). This shows that there is space for a better-quality swimwear brand within the market that could also be higher in price, meaning less people are likely to throw the items away, saving on waste.

A big thing for consumers when buying clothing (including swimwear) is that it is advertised with realistic models that they can relate to; this could mean using a range of models of different shapes and sizes. In a survey conducted in 2019, 73% of 346 internet users (16+) believed that seeing swimwear on a range of models is more relatable than seeing it on just “slim” models (Mintel, 2019). This could mean that there is room in the market for more inclusive swim brands to help them stand out from the rest.

There have been complaints against online brands such as PrettyLittleThing for poor sizing with their swimwear (Mirror, 2019), one customer had to go up by “two sizes”, incidents such as this can cause upset to consumers as the garments are making them feel that they are bigger than what they actually are. This could be down to the fact that online brands use highly manufactured clothing and so accurate sizing isn’t considered. A survey found that 49% of 346 internet users believe that buying swimwear from a “specialist retailer” means the fit will be better, meaning that companies that either produce hand made swimwear or specialise in swimwear only, will be more successful in their sizing. Due to many online shops using manufactured clothing, this could mean that there is room for growth in the handmade swimwear market, as consumers are clearly willing to buy from brands who have a clear and accurate understanding of sizing.

The future for the swimwear market only seems to be growing, it has recently been discovered that the “Global swimwear market is expected to reach $28.14 bn by 2024” (Allied Market research 2019), this just proves how huge the demand is for swimwear and how the market has space to expand. Due to more and more swimwear brands being created, this just means that the completion in the future of swimwear is going to be harder than before.

Scarlett Davison

19.

SWOT Analysis

Strengths One strength that Twenty.Intimates has is that it has a wide range of social media accounts, covering nearly every platform.

This means that she can advertise her brand to a larger range of people.

For example 62% of 65+ year olds use Facebook, compared to only the 10% that use Instagram (Jackson, 2019). This shows that if she wants to advertise to over 65’s, Facebook would be the better platform. Another strength is that she currently has an established customer market. “My market is anyone who wants to feel comfy but fabulous!”, Molly also has strong values and visions for her brand. She encourages body positivity and diversity, and she wants everyone to feel confident whilst wearing her designs.

Another strength is that her brand is quite unique in the sense that all of her bikini’s are handmade and they can also be custom made. She works with only a single assistant, and produces swimwear for women of any age and size.

Weaknesses We think that Twenty.Intimates website and Instagram layouts are lacking slightly. We find the website is basic and quite difficult to use as a result of this, the photographs used are mainly customer photo’s which is great for smaller brands but in order to progress the business, these should be more professional. Although the Instagram is colourful and fun, reflecting her brand, it needs to have more of a theme for potential consumers to follow along with her. The logo is also quite simple, and doesn’t really stand out. If she had a new and fun logo this would help with her branding. Another weakness is that customer engagement is low, she has over 1,000 followers on her instagram account however only averages at approximately 60 likes per photo (Instagram.com, 2019). Also the product of swimwear is something which is only really sold seasonally, it is most popular in Spring and Summer due to the weather. However this would only be a weakness if she didn’t want to progress her business, Molly has told us she wants to move into loungewear too which would be a benefit to her Winter sales.

Opportunities For Twenty.Intimates there are plenty of opportunities and ways to grow her business.

We want to give her a new logo, social media and website layout in order to give her a new look and engage her current consumers. Molly mentioned that she wants to release new products for winter and branch out into loungewear, we would create hype around these new launches, essentially improving engagement and getting consumers “hooked” on her brand. In 2021 it is predicted that there will be 37.7 billion US dollars generated from the loungewear market, an increase of $7.9 billion dollars from 2016 (Statista, 2019). Another opportunity would be to grow into larger production, increasing the number of employees and allowing for more products to be sold, allowing for the growth of the business.

20 .

Threats Being a smaller brand there are many things that could be a threat, one being branching out into loungewear. This allows for more competition and space for her current customers to shop elsewhere, those selling for lower prices or better deals which she simply cannot afford to be doing. Also production time for each product being longer due to having such a small team and having more products to be making. This could cause customers to be unhappy with delivery times and take custom elsewhere. A final threat could be that current customers may potentially not be that interested in loungewear due to the nature of her brand and it being personalisable. It is harder to create custom made garments in the realm of loungewear.

Rebecca Levers

Economic Customer spending will be less than in previous years, possibly due to economic uncertainty and people wanting to save their money. “Wage growth has edged above inflation in recent months, but the data suggest that uncertainty about the future is leading shoppers to hold off on spending any pay rise.”(Jackson, 2019). For Twenty.Intimates this could mean that the growth of her business could be limited, especially due to the fact that it is a swimwear brand. Less people booking holidays due to the risk, means that there are less consumers wanting to purchase bikini’s.

Social One of the most current social factors that could affect Twenty.Intimates is the issues surrounding body positivity and diversity. Many brands have started to become much more diverse and body positive however some still refuse to use a range of coloured, shaped and sized models in their campaigns. In the past an advert has been labelled as controversial after asking the question “are you beach body ready?”, as it implied loosing weight was the solution. “Advertisers have taken a more sensitive approach to swimwear advertising and the movement towards more body-positive campaigns gained momentum” (Mintel, 2018).

Twenty.Intimates as a brand has been fairly considerate towards being inclusive of everyone in their campaigns.

PESTLE Analysis

2.5 Macro & Micro Environment

Political Rebecca Levers The political situation in the UK is currently extremely uncertain due to Brexit, and the impact that this will have on any businesses, let alone smaller business like Twenty.Intimates is not yet apparent. Although no-one knows exactly how the UK will be affected post Brexit, the impacts have already began to show. Before the referendum “the UK was one of the fastest growing economies in the G7. By the end of 2018, it was the slowest” (Percy, 2019).

“The British fashion industry relies on international trade, has made no secret of its desire to remain in the EU.” (Tobin, 2019)

Technological Twenty.Intimates is currently a very technologically aware brand, having an online shop, Instagram shop, Depop etc. However it isn’t as advanced as other high street brands who delve into concepts such as Virtual and Augmented reality, use of applications etc. which these smaller brands can’t necessarily afford to do, or would find particularly beneficial to them. Not only from an advertising perspective but also during the design and manufacture of goods, these bigger brands can produce more items giving them more room for growth whereas Twenty.Intimates only has two staff members and simply cannot afford that level of technology.

Legal There are many legal issues that could arise within the fashion industry, some that Twenty.Intimates will probably never have to face. There are many issues surrounding copyright, “big brands are increasingly going after little-known brands for using their names” (The Fashion Law, 2019). This means that although the brand name is unique, Molly could potential face other issues following a similar theme, such as product designs, patterns etc. that could be seen as “similar” to other high street retailers.

Environmental “The fashion industry has a disastrous impact on the environment. And the environmental damage is increasing as the industry grows.” (SustainYourStyle, 2019). Twenty.Intimates claims “top quality fabrics” are used in the manufacture of her swimwear, not only this but she also sells custom swimwear. Both these elements of her brand mean that garments are likely to be worn many times by consumers and aren’t thrown away after just one season, contributing to improving the impact of fashion on the environment. Her products come packaged in a reusable “bikini bag” which can be used for putting wet swimwear in after use, and isn’t just thrown away after purchase.

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With Twenty Intimates’ current market being young women aged 18-30, this young generation are more drawn to purchasing their swimwear from high street stores and online retailers. High street stores offer a visual experience for the customer when they are shopping. Consumers are able to see, feel and try on the products in person which makes this a popular option for swimwear purchases. Our market research, (Graph 3), shows that the second most likely place to buy swimwear from is online stores that offer a cheaper alternative to the high street.

Brands like Misguided, PrettyLittleThing and ASOS offer a much wider range of swimwear on their websites that are easily accessed by mobile or PC from wherever you are. This makes it more appealing to the younger generation as it is easier and cheaper than going into a high street store. These online stores also attract the younger consumer as they have a low price point, with the price for a bikini being as little as £1, which makes it affordable for anyone. However, with cheap 22 .

prices sometimes comes cheap labour and poor quality. Misguided unveiled an ‘almost free-kini’ – a bikini for just £1 but amongst the comments on its social media pages are many people challenging the retailer. One account wrote ‘If this bikini is £1 how much are you paying your workers?’ while another said, ‘these bikinis will outlive all of us as waste and contribute to the global waste crisis...’ (Mintel Academic 2019).

As the fashion industry is said to be a leading contributor to the planet’s pollution, consumers are becoming increasingly eco-aware and major brands are being forced to revisit their manufacturing processes and make them more sustainable. There are swimwear brands out there that are completely ethical without compromising on quality or style. These swimsuits and bikinis may cost more than the mass-produced, throwaway deluge found in many popular high street shops, but they’ll last many years more (Independent 2019). Twenty Intimates has a unique selling point which its competitors don’t, this is that all the products are handmade to order. The consumer is able to choose a style and pick a fabric in order to create their own personal product, all from the comfort of their home.

This also makes them more environmentally friendly than their competitors as customers are receiving a product that is tailored to their preferences, therefore the customer is able to give the product a longer life than most fast fashion bought swimwear. As Twenty Intimates is a small independent brand and just starting out, we aim to achieve more attention and reach in order for them to become a well-known brand and competing with the top brands in the swimwear market.

Amy Russell & Lydia Slater

ONLINE

Twenty Intimates as a brand stands for body positivity and diverse body image. Recently a lot of major brands, like Monki, released a completely unretouched campaign to promote its SS18 swimwear collection.

Weekday followed this movement by asking women to contribute self-portraits to promote its new swimwear collection rather than using conventional fashion photography. The campaign was widely praised as it takes the movement one step further, not just featuring real women, but allowing them to dictate what the campaign looks like too. (Mintel Academic 2018).

Swimwear market map

2.7 Competitor Analysis

HIGH STREET

The swimwear market tends to mainly grow in the summer season. Misguided releasing a £1 bikini sparked controversy with many people wondering how much they are paying the workers if the price is so low, (Mintel, 2019) while many other people commented how the bikini would, “outlive us all”, (Mintel, 2019) by contributing to the global waste crisis. This is why it is important that we bring knowledge to the consumer that cheaper is not always better and we need to think about where our purchases are coming from. This is another reason we wanted to work with our client Molly, as handmade swimwear is more environmentally friendly than factory made, otherwise this would have a negative impact on Twenty.Intimates, more and more people would be buying for price as a substitute to quality.

HIGH PRICE

LOW PRICE

2.6 Emerging Markets

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3. COM

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MUNICATION STRATEGY

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3.1 Brand Identity

3.2 Logo Design COLOUR PALETTE

FONTS

Twenty.Intimates current brand identity is a small, personal business, which although has a strong and positive message of equality throughout, doesn’t have a large social media following. The owner and creator of the bikinis, Molly, is the main person who is involved in the brand and only have one part timr assistant helping her run the business.. After discussing with Molly what her future plans are for her business and what she would like her brand identity to be, we came to the conclusion that she would like a larger following and a larger team to help her, so that she doesn’t have so much pressure on herself. However, one thing she is proud of and wants to keep is her idea that everybody is a bikini body and hopes that her inclusivity will be appreciated by consumers.

We decided that the first step in creating Molly’s brand identity goal, is to increase her followers on social media. We believe that it makes sense to gain the brand more followers first, as it results in more customers meaning more income that can be used to then employ her new team. Molly was very specific on how she wants her brand to be perceived, she wants it to be professional yet fun and exciting and wants her future team to reflect this. Furthermore, she wants Twenty.

Intimates to spring to mind and be a well-known brand when it comes to swimwear.

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LOGO IDEAS

FINAL LOGO

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LOGO BEFORE

3.3 Brand Aesthetic Moodboard

FINAL LOGO

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3.4 Buildng Brand Loyalty One way we suggest our client Molly to build brand loyalty with her customers would be to offer discount codes for various purposes such as; % off on your birthday or % off when you send Molly a screenshot of your booking confirmation for your holiday. Another discount Molly could offer would be when you buy one swimwear item you get the next item for % off. This would keep making sure the traffic on her brand keeps coming back as it gives the customer a reason to shop again. 31% of consumers search for a discount code before shopping online, (Mintel, 2019) therefore if Molly offers a mix of discounts for her customers it will definitely help her grow her brand, increase traffic to the site and attract a range of customers as our client wants to keep her consumer base very broad still.

3.6 Photoshoot Feel Moodboard

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Y A D H T R I B R U O Y ’S IT 5 2 E T A R B E L E C # USE CODE FOR 25% OFF!!

3.5 Product Drops Our client Molly mentioned that she is introducing a lounge wear collection for the end of this year. She discussed it with us, and we agreed that the announcement and launch should take place at the end of November/ early December. We want to advertise the items as the perfect Christmas present or a stylish way to wrap up for the festive period, this why we have chosen the specific time frame.

We are first going to do a photoshoot for our client. We want to create a cosy, winter theme to push the consumer into buying her collection in time for the winter months. We are going to rent out a photography studio to make sure that the images are as professional as possible, and all follow the same theme. We will also be using a diverse range of models to, keep within Molly’s values, and styling them in her pieces. We want to help all customers feel included within her collection, this also means that Molly will sell more items as the range isn’t specific to one category.

We are then going to make an exciting and eye-catching announcement to put on her website and Instagram, to engage the customers from the start and build excitement around the product drop. To increase the excitement further, we want to hint at what the collection is, but not give it away completely, in hope that word will spread through social media platforms and reach a range different people.

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Currently, Molly has around 1,500 followers, as a group we hope to increase this so that she can reach a wider range of buyers. We and our client feel as though the excitement of a new collection will grab the attention of consumers and therefore boost her following. This in turn will make her brand more well-known and increase her sales.

Amy Russell & Scarlett Davison

We want our photoshoot to portray positive and good vibes. We will use bright colours to show a fun and summery mood as we are using palm leaves as props.

To add colour to our shots we will use coloured gels over the lighting to create different colour hues, preferably pinks, yellows, purples and oranges to create a ‘warm’ feel.

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For the photoshoot we want the models to have a simple and naturally glowing makeup look, in order to portray the positive feel of the shoot. Therefore, from the shoot, we want to make women feel comfortable in the own skin and not needing to look ‘perfect’. We aim to keep the look of the models as ‘stripped down’ as possible and unedited, in order to show the brands values.

3.7 Makeup Moodboard

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We want the photoshoot to come across as fun and body positive. The poses should make the models look confident with their own bodies and comfortable in the swimwear they are wearing. Also, the poses should show off the swimwear as best as possible and from different angles, including front, back and small details. However, we aim to keep the photoshoot as natural as possible, letting the models pose freely and how they feel comfortable.

3.8 Pose Moodboard

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3.9 Final images

Models: Amy Russell & Lydia Slater Photography : Rebecca Levers & Scarlett Davison Make-up & Hair: Scarlett Davison Set Design: Rebecca Levers, Amy Russell, Scarlett Daivson, Lydia Slater

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Models: Amy Russell & Lydia Slater Photography : Rebecca Levers & Scarlett Davison Make-up & Hair: Scarlett Davison Set Design: Rebecca Levers, Amy Russell, Scarlett Daivson, Lydia Slater

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Models: Amy Russell & Lydia Slater Photography : Rebecca Levers & Scarlett Davison Make-up & Hair: Scarlett Davison Set Design: Rebecca Levers, Amy Russell, Scarlett Daivson, Lydia Slater

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“ IT IS IMPORTANT THAT EVERYBODY BELIEVES THEY ARE BIKINI BODY READY”.

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Models: Amy Russell & Lydia Slater Photography : Rebecca Levers & Scarlett Davison Make-up & Hair: Scarlett Davison Set Design: Rebecca Levers, Amy Russell, Scarlett Daivson, Lydia Slater

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3.10 Shoot reflection

Conclusively we were very happy with the results of our shoot. The lighting turned out really well with the various shades of pink and orange gels we managed to source for the lights gave the white background a pop of colour and really fit well with the theme of the brand, the shoot and the products.

Prior to the shoot we did have various situations which put a lot of strain onto us on the day and encouraged us to improvise. One of the models we had scouted had dropped out the morning of the shoot meaning as we was a model down we feared it would not look as inclusive as we would have initially envisioned. We also didn’t have as many bikinis and swimsuits as we hoped for but again this turned out to be a positive factor as this aided us to be more creative and more able to take risks.

It also took us a while to source he coloured gels for the lights but when we did so it definitely paid off. We all think our shoot turned out great and exactly what we needed and it was really fun to do.

3.11 POS & Packaging

Packaging As Twenty Intimates sells all of their products over the internet, the brand needs packaging in order to ship out their products to the consumers. Currently Twenty Intimates has one type of packaging which they send all their products in. This packaging is a slightly transparent plastic/silicone bag which has a zip lock slider at the top. Although these bags aren’t made from the most environmentally friendly material, the bags can be re-used by the customer over and over as ‘bikini bags’ for them to put their wet swimwear in after use. We thought that this was a good idea as it gives the customer a little something extra as part of their purchase and also it reduces the amount of waste, which is produced from the packaging, as most parcel packaging is thrown away. Therefore, we have decided to keep Twenty Intimates packaging design, however re-brand it with the new logo.

Point of Sale Currently Twenty Intimates only point of sale is sales through their website. Customers are able to purchase items via PayPal or credit/debit card only. This gives customers an easy and quick way to pay for their purchases, however some of Twenty Intimates competitors offer a different way of paying, a platform called ‘Klarna’. Klarna offers a payment service where you can choose to pay in 3 fixed instalments or pay up to 30 days after purchase, without interest or fees. This has become a popular way of paying as customers don’t have to wait for refunds if they decide to return their items.

There is a notable divide in terms of payment methods between older and younger consumers, with those aged 45 and over more likely to favour personal credit cards and those under 45, particularly under-34s, far more likely to have used the likes of PayPal Credit and Klarna (Mintel Academic.

2019). Therefore, if Twenty Intimates introduced Klarna as another payment method, it would widen the range of people the brand would be able to target, as the payment methods they offer give the customer several options to choose from. As Twenty Intimates is an online only business, they don’t have any bricks and mortar stores. Traditional stand-alone stores use POS banners to increase customer buying around times of sales and offers. These are a great way of promoting stock and getting rid of unwanted stock. POS can be translated to digital formats in the form of website banners, celebrity collections and ‘e-flyers’. On their website, Twenty Intimates currently doesn’t have any form of POS which show offers or discounts. In order to gain sales and encourage customer engagement with the brand, we recommend that Twenty Intimates has offers running several times a year. These could be around summer when sales will be at their peak or around the new year as part of the January sale period. Twenty Intimates could use banners on their website or promotional Instagram posts in order to advertise discounts and offers.

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Amy Russell

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3.12 Advertising Concept Molly, our client and owner of Twenty.Intimates, has previously stated that she, “doesn’t spend a lot on advertising…I get a lot of promotion by sending out samples to Instagram influencers” (see 1.4 Client Questionnaire) and we believe this is still the right thing to do. As Twenty.Intimates is only a small business, their budget for advertising will not stretch far so they will have to be mindful when marketing to their consumer.

Instagram and other social media platforms will be their main source of advertising as it is very convenient for Molly as she can post while on the go and all from the comfort of her home. She can send out free samples to influencers (see section Brand Collaboration) in the hope they will post her brand and give her products the attention they deserve. Additionally on Instagram she can pay to promote her posts, this will also be a cheaper alternative to other ways to market her brand as she can chose how long she wants the post to be promoted for and who she wants it to reach. In regard to Instagram, it would be a good idea for Molly to branch out to other Social Media platforms so she reaches all age groups as this is who she would like to target Twenty.Intimates too. Facebook would be ideal to promote her designs to the older generation as beforehand she expressed her aspiration for woman, “to feel fabulous in her designs!”

Molly’s website will also attract new customers so we need to ensure this is up to a high standard.

We believe it should be visually pleasing for the customer to encourage them to buy and also have a nice flow so the customer can guide through the website and persuade them to add things to their basket on the way. It should clearly state any offers or discount codes to use as, “59% of consumers search for promo codes before buying anything online.” (www.invespcro.com, 2016). Furthermore the website should be fun and exciting for the consumer.

Billboards and Bus Stops would be a great marketing source for Twenty.Intimates however they are high-priced so would be out of budget for the brand. Once the brand has grown we think it would be of great benefit to look into using this as a source of promotion as Billboards and Bus Stops have a high traffic of people passing-by each day consequently being an ideal next step for Twenty.

Intimates.

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Amy Russell

Advertising concept mock-up’s

3.13 Social Media Presence

Amy Russell

As a group, we all believe that social media is very powerful, especially in getting the word around. Social media can be very helpful for businesses as they can advertise their work online and allow others to like and share it, meaning it reaches a whole new range of people every day. Molly currently has around 1,100 followers, however, successful swim brands such as Frankiiswim and Myraswim have around 250,000+ followers (Instagram, 2019) meaning we need to increase Molly’s Instagram following in order to make her brand more well known.

In order to gain Twenty.Intimates more followers, we are going to change the layout of her account and create a theme using certain colours and more professional images. As a group, we believe that if Molly’s page looks more organised, it will attract more consumers. We also think that the announcement of the new lounge collection will cause word to spread and create excitement around the brand. In order to do this, we are going to do a countdown where we post an image on her account every day hinting at what the collection is before revealing the lounge wear. To spread the word further, we are going to do a competition where the followers can win a free bikini if they share Molly’s page by putting it on their Instagram story.

We believe that if her brand is being posted and shared over social media, this will increase her following and increase the success of her brand also.

Scarlett Davison

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3.14 Website design

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Beauty

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Currently, Twenty.Intimates website is very fun and colourful however we find it to be very busy and not easy to navigate. The E-commerce pictures are not curated and all have different backgrounds which distracts the consumer from the product.

We decided to update it and make it more simple so the consumer can shop more freely. By keeping the same colour scheme throughout; pinks, whites, a little grey, we find it still has its fun and colourful side but with more of a flow for the customer to see the products. We also made sure it looks good on the mobile version as we believe most people tend to shop from their phone rather than from their computer/laptop as it is more convenient. Similarly adding in the new logo to the top of the screen maintains the new identity of Twenty.Intimates.

Loungewear

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3.15 Brand Collaboration

At present, Molly sometimes sends her swimwear to some influencers on Instagram for them to promote. Which is a great way for free advertising but we believe she can be more strategic about this to gain public knowledge, excitement and sales to grow her currently small brand. Collaborations with influencers such as @holliemparsons (129k followers) and @leighwoodz1 (174k followers) would be ideal to grow her Instagram page as Hollie and Leigh are both girls who go to a lot of festivals abroad throughout the year therefore wearing a lot of swimwear. They both tend to promote handmade swimwear on their Instagram pages and much of the time it does sell out. It would be a big career move for Molly to reach out to these girls, who love working with independent brands and see how they could help progress Twenty.Intimates.

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3.16 Magazine Features

BE YOUR BEST SELF To promote Twenty.Intimates through a magazine spread, we wanted to keep things classy and sophisticated. By carefully choosing one image from our photoshoot that successfully highlighted the design of the product rather than the body that wears it, we are carrying across the brand message, that “every body is bikini body ready”. The aim is to keep the spread simple and to the point. A double page spread catches the readers eye by interrupting their reading so they focus solely on the advert which will give Twenty.

Intimates some promotion. The single page spreads are great for filling in pages and again interrupting their reading.

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“ I LOVE MAKING OLDER WOMEN FEEL FABULOUS IN MY DESIGNS”.

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3.17 Conclusion Twenty Intimates as a brand stands for body positivity and making their customers feel comfortable with their own bodies. This is a message that we always kept in mind while doing this project. When we did initial research into Twenty Intimates, we discovered that the brand was small and we just starting out. The main goal for our project was to help Twenty Intimates gain more reach and gain a larger following, get the brand known.

We chose this specific brand as it fits into all of our interests and it’s a brand we would consider buying from. We believe that this brand was a great choice for this project as we were able to use the brand and its values to re-create its brand image and how they reach out to their customers.

As part of our research we looked into Twenty Intimates as it is currently and then explored how we could improve what they already do, through general research into the swimwear market and what their main competitors are doing. We also focused on the concept that Twenty Intimates isn’t just producing products on a large scale that will go to waste, the brand produces handmade and customised products for its customers. Meaning customers get a product that is perfectly fitting and different from anything else, which give them a unique selling point against other brands in the swimwear market.

Also, for the project we did a photoshoot, as we wanted to show Twenty Intimates how we see the brand and what we think the brand it about. We think our photoshoot was the most successful part of this project, even though we had to change plans last minute due to a model calling in sick.

However, we still got the content we wanted and think that our final images are very strong and portray the brands message. From these images we were able to produce many advertising and social media outcomes which we can give to Twenty Intimates to hopefully inspire their future brand choices.

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3.18 Bibliography Online • Allied Market Research. 2019. Global Swimwear Market Is Expected to Reach $28.14 Bn by 2024: Says AMR. [ONLINE] Available at: https://www.globenewswire.com/newsrelease/2019/10/29/1937170/0/en/Global-Swimwear-Market-Is-Expected-to-Reach-28-14Bn-by-2024-Says-AMR.html. [Accessed 4 December 2019].

• Independent. 2019. 10 best sustainable swimwear brands that will become your fashion goto's. [ONLINE] Available at: https://www.independent.co.uk/extras/indybest/fashion-beauty/ womens-clothing/best-sustainable-swimwear-brands-women-bikini-swimsuit-high-waistedethical-animal-print-recyclable-a8929661.html. [Accessed 26 November 2019].

• Instagram.com. 2019. twenty intimates (@twenty.intimates). Instagram photos and videos.

[ONLINE] Available at: https://www.instagram.com/twenty.intimates/?hl=en [Accessed 25 Nov. 2019].

• Invesp. 2016. How Discounts Affect Online Consumer Buying Behaviour [Infographic]. [ONLINE] Available at: https://www.invespcro.com/blog/how-discounts-affect-online-consumer-buyingbehavior/. [Accessed 1 December 2019].

• Jackson, D. 2019. Instagram vs Facebook: which is best for your brand’s strategy?. [ONLINE] Sprout Social. Available at: https://sproutsocial.com/insights/instagram-vs-facebook/ [Accessed 25 Nov. 2019].

• Jackson, G. 2019. UK consumers hold off on spending over Brexit worries | Financial Times.

[ONLINE] Ft.com. Available at: https://www.ft.com/content/bf293834-3e72-11e9-9beeefab61506f44 [Accessed 5 Nov. 2019].

• Mintel Academic 2018. Is the tide about to turn on swimwear advertising? - 22nd June 2018.

[ONLINE] Available at: https://academic.mintel.com/display/904552/?highlight. [Accessed 29 October 2019].

• Mintel Academic. 2019. It is important for customers to see diverse fits of swimwear. [ONLINE] Available at: https://academic.mintel.com/display/991874/?highlight#hit1. [Accessed 4 December 2019].

• Mirror. 2019. PrettyLittleThing blasted for ridiculous bikini sizing by fuming shopper. [ONLINE] Available at: https://www.mirror.co.uk/news/uk-news/prettylittlething-blasted-ridiculous-bikinisizing-16531392. [Accessed 3 December 2019].

•Percy, S. 2019. Brexit for small businesses. [ONLINE] The Telegraph. Available at: https://www. telegraph.co.uk/business/challenges/brexit-for-small-businesses/ [Accessed 5 Nov. 2019].

• Statista. 2019. Retail sales of the global loungewear market 2012-2021 | Statista. [ONLINE] Available at: https://www.statista.com/statistics/734435/global-loungewear-market-retail-salesvalue/ [Accessed 2 Dec. 2019].

• SustainYourStyle. 2019. Environmental Impacts of the Fashion Industry — SustainYourStyle.

[ONLINE] Available at: https://www.sustainyourstyle.org/old-environmental-impacts [Accessed 20 Nov. 2019].

• The Fashion Law. 2019. 10 Legal Trends at Play in the Fashion Industry — The Fashion Law. [ONLINE] Available at: https://www.thefashionlaw.com/home/10-legal-trends-that-the-fashionindustry-experienced-in-2017 [Accessed 19 Nov. 2019].

• Tobin, L. 2019. How will Brexit impact the UK fashion industry?. [ONLINE] Evening Standard.

Available at: https://www.standard.co.uk/lifestyle/esmagazine/how-will-brexit-impact-the-ukfashion-industry-a3931611.html [Accessed 5 Nov. 2019].

Books – • Rothstein, J., 2007. Designing Magazines - Inside Periodical Design, Redesign and Branding. 1st ed. New York: Allworth Press • Fill, C., 2013. Marketing Communications. 6th ed. London: Prentice Hall Europe.

• Asos., 2019. ASOS Autumn 2019 Edition. 1st ed. London: ASOS

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• Mintel Academic. 2019. Online Retailing - UK - July 2019. [ONLINE] Available at: https:// academic.mintel.com/display/969862/?highlight#hit1. [Accessed 2 December 2019].

• Mintel Academic. 2019. Online Retailing - UK. [ONLINE]. [3 November 2019]. Available from: https://academic.mintel.com/display/969856/?highlight#hit1 • Mintel Academic. 2019. When is cheap too cheap? - 21st June 2019. [ONLINE] Available at: https://academic.mintel.com/display/964276/?highlight#hit1. [Accessed 29 October 2019].

• Mintel Academic.2019. Does summer shopping encourage wasteful shopping behaviours?

[ONLINE] Available at: https://academic.mintel.com/display/991836/?highlight. [Accessed 4 December 2019].

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Document Layout Design & Construction : Rebecca Levers 59.

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