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01 02 03 04

PHASE 1

BACKGROUND

HISTORY

BENEFITS OF DESIGNER COLLABORATIONS

TABLE OF CONTENT

TARGET AUDIENCE

05 06 07

THE COLLECTION MARKETING COMMUNICATION KEEPING IT LOW


08 09 10 11

TABLE OF CONTENT

TARGET AUDIENCE

BRAND IDENTITY

BRAND IDENTITY MOOD BOARD

BACKGROUND RESEARCH

12 13 14

RANGE PLAN BOARD

MARKETING COMMUNICATION

REFERENCES

PHASE 2


01 On the 24th of May 2016, H&M and Kenzo announced that a designer collaboration between the two labels will be soon introduced, a collection rich in color, print and details (H&M, 2017). In New York, Kenzo’s creative directors, Carol Lim and Humberto Leon, met with the H&M group to reveal their vision of the collaboration, which was to celebrate the brands history and reproduce iconic archival pieces from the 70s, 80s, and 90s till today, in other words to create a connection between the past and the present (H&M, 2017). The collection is spread over six continents, 272 stores for the ladies collection and 252 stores for the men’s collection (H&M, 2017). The collection consists of 38 garments for ladies, 30 garments for men, 26 pieces of accessories for ladies and 12 pieces of accessories for men (H&M, 2017).

BACKGROUND


02 In 1970, a Japanese designer, Kenzo Takada, found Kenzo and opened his boutique in Paris (H&M, 2017). In that store, fashion shows were held and clothes were sold which were inspired from “traditional Japanese apparel and Parisian high fashion� (H&M, 2017). Kenzo was quickly loved and gained attention as it was seen as innovative and new, soon Kenzo was known as an iconic brand (H&M, 2017). Kenzo is known for mixing colors, prints, and cultural influences into its collections and garments (H&M, 2017). This particular collaboration can be summed up with color, animal print and bold patterns (Berrington, 2016).

HISTORY


03 BENEFITS OF DESIGNER COLLABORATIONS

According to Cope and Maloney, collaborations are seen as innovative and exciting since they introduce something similar to a third brand, something that neither brands could create alone (pp. 79-83). Collaborations help to gain promotional media coverage, reach new audiences, and produce something unexpected and different that both brands are satisfied with (Cope and Maloney, pp.79-83)


It is also another way to make a higher end brand more accessible to larger number of consumers, allowing consumers to buy into high designer brands at a lower cost (Cope and Maloney, pp.79-83). This can be seen as “point of market entry” and building a relationship with younger, less wealthy, price sensitive consumers to the brand (Cope and Maloney, pp.79-83). Similarly, collaborations are also seen as the new diffusion lines, as they are quicker to market and an alternative which reaches to different consumers (Cope and Maloney, pp. 79-83). However, it is debatable weather higher end brands aim for a more general access. Some designer brand’s tone show that buying the collaborated collection expose their incapability to afford the main line (Cope and Maloney, pp. 79-83) Moreover, most collaborations are produced in small quantities which sell out directly and end up resold at higher prices, thus remaining unreachable to a lot (Cope and Maloney, pp. 79-83).

Fast fashion has become very globalized and competitive, which pushes H&M to differentiate itself through fashion shows in Paris Fashion Week and annual collaborations, which boost its brand image (El Cham, 2016). The purpose behind the H&M and Kenzo collection was to offer a collection similar to Kenzo’s mainline collection and target consumers who cannot afford the mainline and start building a relationship with them (El Cham, 2016). Hence keeping the prices affordable and matching the price-quality ratio (El Cham, 2016).


04

TARGET AUDIENCE H&M targets young stylish women who are looking for trendy clothing and accessories (Fanthom, 2015). The typical customer is a student or a young professional (Davis, 2013) that lives in a busy city, which influences her choice in clothing (Fanthom, 2015). As they are aged between 18 and 35, when they aren’t shopping for themselves, they are shopping for the men in their lives and also children (Davis, 2013). They are well aware of fashion trends and have a desire to be fashionable (Wong, 2016). They often like to mix their style between formal, casual and sporty (Wong, 2016). Since they are price sensitive, the pricing strategy appeals to them as they look for quality and style at a medium to low price (Wong, 2016). They usually shop at more than one store, which show that they do have a very high brand loyalty

As for this collaboration, In an interview with Humbert Leon, when asked who is the dream customer for the collection, he replied that they aim the collection to a new customer, who loves the rich history behind Kenzo and is ready to explore new ways to dress (H&M, 2017). It can be concluded that this collaboration is for a new audience that is in love with the rich history behind Kenzo but is not able to afford it.


05

The collection focuses on mixed colors and patterns from the past archives that are updated and replicated (H&M, 2017). For an example, a limited edition maxi dress which was from Kenzo’s A/W 1982 collection, tiger printed leggings, turtle necks are all important pieces from the 80’s collection, which have been reintroduced and updated in this collaboration, adding colors and print combinations to them (H&M, 2017).

Needles to say, a Kenzo collection is incomplete without the statement tiger sweatshirt, which is updated with pull chins on zips, new tiger head logo, engraved buttons with the Eiffel town and statue of liberty, which celebrates Kenzo’s geographical context (H&M, 2017). Moreover, garments like skirts, shirts, blouses, and kimonos are reversible and some parts are also detachable (H&M, 2017).

Also, most of the garments in the collection have cultural references from Russia, Japan and other cultures (H&M, 2017). As Humbert Leon has said in his own words:

As usual H&M collaborations are not cheap, the most expensive item is a multi printed layered dress for 299 pounds, a puffer jacket and an oversized jacket for 199 pounds (Fashionista, 2016). The lowest priced items accessories range between 14 to 59 pounds (Fashionista, 2016).

“We stayed very true to ourselves and very true to the origins of the brand. We’ve always said that Kenzo Takada was always one step ahead. He was always forwardthinking, which is very much the way we think. The collection is a reflection of our viewpoints and a clash between them and a merger all at once,” (H&M, 2017).

Although the whole collection is focused on prints and colors, there are some special garment without prints (H&M, 2017).

THE COLLECTION


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06

MARKETING COMMUNICATIONS Just like the collection itself, the campaign shows artistic, lively and colorful cut up illusion images (Fisher, 2016). The famous and iconic photographer, Jean Paul Goude, carried out the advertising campaign which reflected the diversity through the diverse celebrities, models, artists, DJs, activists, musicians, photographers and makeup artists (Kenzo, 2017; Berrington, 2016). Moreover, Jean-Paul Goude created illustrated animation to show the looks in action (Fisher, 2016). Through various medias like Twitter,YouTube, Instagram and the H&M website the campaign was able to spread and reach a wide audience (Kenzo, 2017).

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The campaign included videos like Iman, David Bowie’s 61-year-old widow talking about her experience as an activist for refugees and alongside her Chance the Rapper and Vietnamese rapper Suboi (Sowray, 2016). Other Ads featured actresses Rosarido Dawson and Chole Sevigny, Japenese musician Ryuichi Sakamoto and Climate change activist Xiuhtezcatl Martinex (Sowray, 2016). Humberto Leon told Vogue that the cast they picked out are “people we admire, icons in their own fields, people who are influential beyond their fashion sensibility…”(Phelps, 2016).


On October 20, H&M celebrated the Kenzo collaborations with a big launch event in New York (Sowray, 2016). The event included a performance from Ice Cube, models dancing and celebrity guests like Lupita Nyong’o and Chloe Sevigny wearing pieces from the collection (Sowray, 2016). This launch was very successful as it earned lots of media coverage (Waters, 2017).Moreover, H&M official website and YouTube channel showed behind the scenes of the big event (Carvell, 2016).


The exclusivity and hype over the collection was seen as it launched on November 3, in the queuing system, each visitor is given a colored wristband which indicates the time slot to shop (Sowary, 2016). Each group contains only 20 shoppers whom are given just 10 minutes to shop, as the time is giving not to browse, shoppers should have viewed all the collection online beforehand (Sowray, 2016). Shoppers are only allowed to purchase only one of each item, in order for everyone to have a taste of the collaboration (Sowray, 2016). Also, the real queues were seen online, on H&M official website where the site was down as soon as it started selling in the morning (Spedding, 2016).


Starting from 26th of July, The teaser images were released on social media which showed the designs, theme and the ad campaign, and behind the scenes (Fisher, 2016; Carvell, 2016). This showed fresh, different and creative faces, which reflect the collection too (Fisher, 2016).

A makeup artist, Isamaya Ffrench models a “leather jacket with pink faux shearling and a tiger print top with matching high waisted leggings� (Fisher, 2016).


A Musician from Paris, Oko Ebombo models a parka, tiger print jeans and flip flops (Fisher, 2016).


Amy Sall, a student and activist, alongside Juliana Huxtable, an artist, poet and DJ, show off matching tiger print tops and leggings and tiger printed boots (Fisher, 2016).


Moreover, to create hype and show exclusivity, outdoor advertising is used to promote the collaboration and invite customers to check it out (Water, 2016; Carvell, 2016). Posters of the campaign are largely placed in strategic places in order to grab the attention (Waters, 2016; Carvell, 2016).


The window displays as well are colorfully and boldly arranged to show the garments and designs (Water, 2016; Carvell, 2016).


Similarly, in store visual merchandising is designed to match the collection, showing colored animal prints all over the store and colorful stickers on the floor (Waters, 2016).


The last touch to show the exclusivity is the branded packaging, the shopping bags showed the collaboration name with floral and colorful animal prints (Waters, 2016; Carvell, 2016)


Celebrities were also spotted wearing pieces from the collection before the launch of the collaboration. Jessica Alba was seen in Paris wearing a floral midi dress and in Los Angeles wearing a printed jumpsuit (Spedding, 2016).


KEEPING IT LOW


07 Kenzo managed to stick to the same design, prints, and cuts although using different materials in order to keep the price lower. For an example, the statement tiger sweatshirt originally is 100% cotton, although the collaborated sweatshirt is Polycotton, and other dresses and shirts are all a combination of different materials like silk blend and polyester blends (HEWI, 2017). Also, it is noticeable that the collection focuses on print, excluding beading, knitting and embroidery. The tiger on the sweatshirt is different looking and much smaller which does not require a lot of embroidery. The collaboration prices are lower than the normal Kenzo garments but higher than the average H&M price points. Most of the costs were on the ad campaign and the big New York launch in order to gain media coverage.


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08

TARGET AUDIENCE This collaboration targets Arab women aged between 21 to 45, who wish to look stylish but yet sticking to their faith, religion and modest wear. The typical consumer still believes that she can hold on to her values and religion and look fashionable, having the best of both worlds. She comes either from a wealthy background or a stable financial background, living of her parents or dependent on herself. She is employed in a business or a company, which allows her to earn a medium to high salary. Her Instagram account is her biggest fashion influencer as she follows many her favorite brand accounts and other fashionista and Hijabista accounts like @Ascia_akf. She is also influenced by people around her, as she loves to be part of the crowd and caught up with all the latest trends.


She likes to buy her clothes from many different high street retailers Mango, Topshop and Zara. As for her shoes and handbags or special occasions garments, she prefers to shop in higher end designers like Louis Vuitton, Prada, Chanel and Dolce and Gabanna. This collaboration appeals to her as she loves something exclusive, limited and different, as she feels sort of pride in having something not everyone else has.


09

BRAND IDENTITY Domenico Dolce and Stefano Gabbana have made a trademark of their surnames, which is well known all over the world due to its sensation, tradition, culture and Mediterranean nature (Dolce & Gabbana, 2017). Through evolving over the years, it has not forgot its roots to express elegance and modern classicism (Dolce & Gabbana, 2017). Part of the identity is related around Sicily, Italy, where Domenic Dolce was born, where as part of the tradition is women wear black shawls men in white tank tops (Dolgab, 2016). This has influenced the brand into combining lace details into women’s dresses and hold on to the white tops for men (Dolgab, 2016). Also a part of their identity is shown in their campaign ads, which revolve around the concept of family in the Sicilian heritage (Ham, 2016). The ads show family portraits of older women and men, pregnant women and children (Ham, 2016). Dolce and Gabbana express the “Dolce and Gabanna Woman/Man� which reflects the brand identity:


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BRAND IDENTITY 10 BOARD


11 BACKGROUND RESEARCH

There is a huge demand for modest wear, by the uprising consumer segment of young Muslim women (Brown et al., 2016). These consumers are young, faithful and fashion conscious shoppers, wanting to feel that brands are engaging with them and their faith, also giving them the opportunity to be fashionable like everyone else (Brown et al., 2016).


Many brands aim to achieve growth in the Arab and Muslim market especially since muslims spend on clothing is set to bloom and double to 267 billion pounds by 2019 (Sharkey, 2016; Brown et al., 2016). For an example Uniqlo, the Japanese brand, has introduced a hijab line of headscarves, loose blouses, skirts, long dresses and traditional abayas (Sharkey, 2016; Petrilla, 2015). Also, Brands such as Mango, Monsoon, DKNY have already touched on to modest clothing trend and introduced Ramadan collection clothing (Brown et al. 2016). Similarly, other brands are also targeting the Muslim women, for instance H&M has showed their first hijab wearing model in their campaign ad (Sharkey, 2016).


Collections should not only be offered exclusively in the Middle East, as there is a huge untouched market in the UK (Petrilla, 2015). According to the Muslim Council of Britain, British Muslims spending currently is 20.5 billion pounds (Brown et al., 2016). There are more than 3 million Muslims living in the UK, with them comes the noticeable spending power (Brown et al., 2016). For instance, during the Ramadan, Tesco notices a 70% increase in sales on promotional items, which equals to a 30 million pounds sale boost (Brown et al., 2016). This spending power is pushing many fashion retailers to attract the Muslim pound (Brown et al., 2016).


Dolce and Gabbana have launched their line of full length dresses and head scarves which is targeted for Muslim Women, sold in the Middle east, London and Paris (Haris, 2016; Campbell, 2016). With adding their signature color prints, flowers, fruits, polka dots to silk, satin and lace garments, Dolce and Gabbana attempted to “cater to the Islamic requirements of loose fitting clothing� (Haris, 2016).


Although the idea behind Dolce and Gabbana collection was embraced it was not as successful (Gupta, 2016). A reason is due to marketing failure, the ads should have shown Muslim or more diverse models as it would have better represented the collection (Gupta, 2016). Also, it would have been more beneficial if they worked with a Muslim fashion designer or blogger, as she will know exactly what a Muslim woman wants (Gupta, 2016).


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As it was not very successful, Dolce and Gabbana’s collaboration with H&M for S/S 17/18 will try to fix what went wrong and improve it. The collection includes wide trousers, skirts, tops, dresses and Abayas. The collection tries to prove how modest wear is up to date, stylish and trendy. It will hold on to the Italian and Sicilian floral prints, allowing the Muslim Culture to taste the Italian/Sicilian culture. The fabrics used will be similar to Dolce and Gabbana’s previous Abaya collection, Silk and Lace, additional other fabrics will be used like Chiffon, Suede, and Cotton. As it is targeting the Muslim market, a big spending segment, the high prices will attract them and give them the sense of exclusivity.


The collaboration will depend on Muslim bloggers, Instagram celebrities and Hijabistas to model the collection in a Look Book and an Ad campaign. The photoshoot images will show how modest wear can be trendy just like all catwalk trends. The campaign will act like a bridge where the Muslim Culture meets the Sicilian culture. A big launch party will be held in The Dubai Mall, at the H&M store, where all the team, models and other VIP guests will enjoy music, food and shop. Moreover, a meet and greet will be available for fans, aiming to gain media coverage. Social Media platforms will keep the public updated with the whole collaboration where they will be able to see the look book, campaign, and launch party. Behind the Scene videos will be released on Youtube and social media platforms, which show Muslim women talking about modest wear and their every day lives as Muslim bloggers. The interior and window displays will be designed accordingly to the floral Sicilian theme and campaign images. The collection will be available exclusively in the Middle East and London, online and In store.


12

RANGE PLAN


S/S 17-18 


Where the Muslim culture meets the Sicilian Culture

Cropped Wide Trousers Cotton (poplin) Red Black floral £89.99

Tie Waist Wide Leg Trouser Cotton (drilll) Black/white floral Red/white floral £99.99

Belted Wrap Skirt Suede Grey/white & Black Floral Grey/White and Red Floral £129.99

Pleated Pencil Skirts Chiffon Red Black floral £119.99

Volume Floating Top Silk Grey/ White, Red, Black floral £319.99

Lace Top Sheer Silk and Lace Grey/Colorful floral £339.99

Flowing Dress Silk Colorful floral £339.99

Ankle length dress Silk Beige/ Colorful floral £339.99

Cuff Abaya Silk with embroidery Beige/Black, White, Red Florals £489.99

Belted Abaya Silk Beige/Black, White, Red Florals £439.99


13

MARKETING COMMUNICATION


1. Photo shoot campaign Ads and Look Book Models: Arab, Hijabistas, bloggers, vloggers, Instagram celebrities

2. Launch Party (PR event) Location: H&M Store in Dubai Mall Music, Meet & Greet models/ celebrities, food, shop the garments, VIP guests

3. Behind the Scenes Youtube Video: What Muslim models think about Modest Wear, a day in the life of A Muslim Model

Check out @AscifAKF dressed in Dolce & Gabbana x H&M! hm.info/1845m #HMMagazine

hm All images from the event in Dubai! See more here #Dolce&GabbanaxH&M

4. Social Media Posts

5. Window Displays & In store visual merchandising Store: photoshoot campaign images, floral theme In store and Online


14

REFERENCES

Berrington, K. (2016). What's On Your Kenzo X H&M Wish List?. [online] British Vogue. Available at: http://www.vogue.co.uk/gallery/kenzo-hm-collaboration-look-book [Accessed 24 Apr. 2017]. Brown, H., Hounslea, T., Brown, H., Geoghegan, J. and Hounslea, T. (2016). How can brands and retailers cater for the ÂŁ367bn Muslim fashion market?. [online] Drapers. Available at: https://www.drapersonline.com/retail/how-can-brands-and-retailers-cater-for-the-367bn-muslim-fashion-market/7011438.article [Accessed 10 Apr. 2017]. Campbell, K. (2016). Why Western Designers Are Embracing the Hijab. [online] The Atlantic. Available at: https://www.theatlantic.com/entertainment/archive/2016/01/dolce-gabbanahigh-fashion/423171/ [Accessed 24 Apr. 2017]. Carvell, N. (2016). Kenzo x H&M: how to get your hands on the collab if you missed out. [online] British GQ. Available at: http://www.gq-magazine.co.uk/article/h-and-m-kenzo-releasedate-mens [Accessed 24 Apr. 2017]. Cope, J. and Maloney, D. (2016). Fashion promotion in practice. 1st ed. London: Fairchild Books, pp.79-83. Davis, J. (2013). H&M company Analysis. [online] pp.6-20. Available at: https://issuu.com/joellemichaeladavis/docs/hmcompanyanalysis [Accessed 7 Apr. 2017]. Dolce and Gabbana brand prism. (2017). [image] Available at: https://allllllllliago.files.wordpress.com/2015/08/e69caae591bde5908d.jpg?w=564&h=403 [Accessed 19 Apr. 2017]. Dolce&Gabbana (2017). Dolce&Gabbana - The Group. [online] Dolcegabbana.com. Available at: http://www.dolcegabbana.com/corporate/ [Accessed 20 Apr. 2017]. Dolgab (2016). Brand Identity & Essence. [online] DOLCE & GABBANA. Available at: https://dolceegabbanabrand.wordpress.com/2016/01/20/brand-identity/ [Accessed 16 Apr. 2017]. El Cham, S. (2016). Kenzo x H&M: An Almost Success Story. [online] Peacock Plume. Available at: http://peacockplume.fr/fashion/kenzo-x-hm-almost-success-story [Accessed 1 Apr. 2017]. Fanthom, D. (2015). H&M Report. [online] pp.23-37. Available at: https://issuu.com/dionfanthom/docs/h_m_report_2nd [Accessed 5 Apr. 2017]. Fashionista (2016). Kenzo x H&M: See the Full Collection With Prices. [online] Fashionista. Available at: http://fashionista.com/2016/10/kenzo-hm-collection-prices [Accessed 24 Apr. 2017]. Fisher, L. (2016). The First Kenzo x H&M Campaign Images Are Here. [online] Harper's BAZAAR. Available at: http://www.harpersbazaar.com/fashion/trends/news/a16846/kenzo-forhm-collection/ [Accessed 16 Apr. 2017]. Gupta, P. (2016). What 5 Muslim Women Think About Dolce & Gabbana's New Hijab Line. [online] Cosmopolitan. Available at: http://www.cosmopolitan.com/style-beauty/news/ a52535/muslim-women-respond-to-dolce-and-gabbana-hijabi-line/ [Accessed 7 Apr. 2017].


H&M (2017). Kenzo x H&M: Everything you need to know | H&M GB. [online] H&M. Available at: http://www2.hm.com/en_gb/life/culture/inside-h-m/kenzo-x-h-m--everything-youneed-to-know.html [Accessed 24 Apr. 2017]. Ham, J. (2016). Dolce and Gabbana Presentation. [online] Slideshare.net. Available at: https://www.slideshare.net/JennyHam1/dolce-and-gabbana-presentation [Accessed 14 Apr. 2017]. Haris, R. (2016). D&G’s hijab range is aimed at people like me – so why do I feel excluded? | Ruqaiya Haris. [online] the Guardian. Available at: https://www.theguardian.com/ commentisfree/2016/jan/11/dolce-gabbana-hijab-collection-muslim-women-western-fashion [Accessed 11 Apr. 2017]. HEWI (2017). Kenzo X Hm Jumper.[online]. Available at: https://www.hardlyeverwornit.com/item/88450/kenzo-x-hm-jumper? gclid=Cj0KEQjw5sHHBRDg5IK6k938j_IBEiQARZBJWqWqE86KrrjCkrZ16EocouthMacnNPbxhBUBR_1Y-jgaAvz08P8HAQ [Accessed 10 Apr. 2017]. Kenzo (2017). KENZO | KENZO x H&M. [online] Kenzo.com. Available at: https://www.kenzo.com/en/kenzoxhm [Accessed 24 Apr. 2017]. Petrilla, M. (2015). More fashion designers are making collections for Muslim women. [online] Fortune.com. Available at: http://fortune.com/2015/07/15/muslim-women-fashion/ [Accessed 12 Apr. 2017]. Phelps, N. (2016). The Complete Kenzo x H&M Collection Is Here. [online] Vogue. Available at: http://www.vogue.com/article/hm-kenzo-lookbook-spring-2017-collection [Accessed 8 Apr. 2017]. Sharkey, L. (2016). Fashion retailers and brands lining up to target Muslim women after Uniqlo hijabs launch. [online] The Independent. Available at: http://www.independent.co.uk/lifestyle/fashion/features/hijab-uniqlo-fashion-muslim-consumers-dolce-gabbana-bloggers-hijarbie-a6935091.html [Accessed 13 Apr. 2017]. Sowray, B. (2016). How To Shop Kenzo x H&M. [online] ELLE UK. Available at: http://www.elleuk.com/fashion/what-to-wear/articles/a32416/how-to-shop-kenzo-for-hmcollaboration/ [Accessed 24 Apr. 2017]. Sowray, B. (2016). Kenzo x H&M: Everything You Need To Know. [online] ELLE UK. Available at: http://www.elleuk.com/fashion/news/a31581/kenzo-for-hm-information-picturescollection-prices-on-sale-date/ [Accessed 24 Apr. 2017]. Spedding, E. (2016). Fans queue overnight and H&M's website crashes as Kenzo x H&M goes on sale. [online] The Telegraph. Available at: http://www.telegraph.co.uk/fashion/brands/ hm-kenzo-collaboration-release-date-prices-pictures-full-collect/ [Accessed 9 Apr. 2017]. Teather, C. (2016). The Kenzo X H&M collaboration look book. [online] Evening Standard. Available at: http://www.standard.co.uk/fashion/news/the-kenzo-x-hm-collaboration-lookbook-has-landed-a3365356.html [Accessed 24 Apr. 2017]. Waters, B. (2017). Fashion Collaborations. [Powerpoint presentation accessed through the VLE]. DESN2375 Fashion Promotions. University of Leeds, Wong, C. (2016). H&M Target Customer. [online] Leeds, pp.6-10. Available at: https://issuu.com/cherrywong1030/docs/h_m [Accessed 4 Apr. 2017].


Figure 1: Kenzo Logo. Available at: http://logos-download.com/324-kenzo-logodownload.html Accessed on March 24, 2017 Figure 2: H&M Logo. Available at: http://1000logos.net/hm-logo/ Accessed on March 24, 2017 Figure 3: Kenzo x H&M Ad. Available at: http://www.stylebarista.com/get-ready-for-thekenzo-x-hm-collection/ Accessed on March 24, 2017 Figure 4: Kenzo x H&M collection. Available at: http://fashionista.com/2016/10/kenzo-hmcollection-prices Accessed on March 24, 2017 Figure 5: Kenzo x H&M Collection. Available at: http://fashionista.com/2016/10/kenzo-hmcollection-prices Accessed on March 24, 2017 Figure 6: Kenzo x H&M Collection. Available at: http://fashionista.com/2016/10/kenzo-hmcollection-prices Accessed on March 24, 2017 Figure 7: Kenzo x H&M Collection. Available at: http://fashionista.com/2016/10/kenzo-hmcollection-prices Accessed on March 24, 2017 Figure 8: Kenzo x H&M Directors. Available at: http://www2.hm.com/en_gb/life/culture/inside-h-m/ kenzo-x-hm-designer-collaboration-2016.html Accessed on March 24, 2017 Figure 9: Kenzo. Available at: http://int.baccarat.com/on/demandware.store/Sitesinternational-Site/en/HubPage-Designers? cid=Kenzo%20Takada Accessed on March 24, 2017 Figure 10: Kenzo x H&M Ad. Available at: http://www.elleuk.com/fashion/news/a31581/kenzofor-hm-information-pictures-collection-prices-on-sale-date/ Accessed on March 24, 2017

Figure 11: Kenzo x H&M Ad. Available at: http://www.elleuk.com/fashion/news/a31581/kenzo-forhm-information-pictures-collection-prices-on-sale-date/ Accessed on March 24, 2017

Figure 21: Kenzo x H&M Campaign. Available at: http://www.dazeddigital.com/fashion/gallery/ 22777/0/kenzo-x-hm-campaign Accessed on March 24, 2017

Figure 12: Girls shopping. Available at: http://postgradproblems.com/50-thoughts-every-girlhas-while-shopping/ Accessed on March 24, 2017

Figure 22: Kenzo x H&M Campaign. Available at: http://www.dazeddigital.com/fashion/gallery/ 22777/0/kenzo-x-hm-campaign Accessed on March 24, 2017

Figure 13: Kenzo x H&M Collection. Available at: http://fashionista.com/2016/10/kenzo-hm-collection-

Figure 23: Kenzo x H&M Campaign. Available at: http://www.dazeddigital.com/fashion/gallery/ 22777/0/kenzo-x-hm-campaign Accessed on March 24, 2017

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Accessed on March 24, 2017 Figure 14: Kenzo x H&M Collection. Available at: http://fashionista.com/2016/10/kenzo-hm-collectionAccessed on March 24, 2017 Figure 15: Kenzo x H&M Collection. Available at: http://fashionista.com/2016/10/kenzo-hm-collectionAccessed on March 24, 2017 Figure 16: Kenzo x H&M Collection. Available at: http://fashionista.com/2016/10/kenzo-hm-collectionAccessed on March 24, 2017 Figure 17: Kenzo x H&M Collection. Available at: http://fashionista.com/2016/10/kenzo-hm-collectionAccessed on March 24, 2017

Figure 24: Kenzo x H&M Campaign. Available at: http://www.dazeddigital.com/fashion/gallery/ 22777/0/kenzo-x-hm-campaign Accessed on March 24, 2017 Figure 25: Kenzo x H&M Campaign. Available at: http://www.dazeddigital.com/fashion/gallery/ 22777/0/kenzo-x-hm-campaign Accessed on March 24, 2017 Figure 26: Kenzo x H&M Launch Party. Available at: http://www2.hm.com/en_gb/life/fashion/the-circus/ inside-the-kenzo-x-h-m-event.html Accessed on March 24, 2017 Figure 27: Kenzo x H&M Launch Party. Available at: http://www2.hm.com/en_gb/life/fashion/the-circus/ inside-the-kenzo-x-h-m-event.html Accessed on March 24, 2017

Figure 18: Kenzo x H&M Campaign. Available at: http://www.dazeddigital.com/fashion/gallery/22777/0/ kenzo-x-hm-campaign Accessed on March 24, 2017

Figure 28: Kenzo x H&M Launch Party. Available at: http://www2.hm.com/en_gb/life/fashion/the-circus/ inside-the-kenzo-x-h-m-event.html Accessed on March 24, 2017

Figure 19: Kenzo x H&M Campaign. Available at: http://www.dazeddigital.com/fashion/gallery/22777/0/ kenzo-x-hm-campaign Accessed on March 24, 2017

Figure 29: Kenzo x H&M Launch Party. Available at: http://www2.hm.com/en_gb/life/fashion/the-circus/ inside-the-kenzo-x-h-m-event.html Accessed on March 24, 2017

Figure 20: Kenzo x H&M Campaign. Available at: http://www.dazeddigital.com/fashion/gallery/22777/0/ kenzo-x-hm-campaign Accessed on March 24, 2017

Figure 30: Kenzo x H&M :Launch Party. Available at: http://www2.hm.com/en_gb/life/fashion/the-circus/ inside-the-kenzo-x-h-m-event.html Accessed on March 24, 2017


Figure 31: Kenzo x H&M Launch Party. Available at: http://www2.hm.com/en_gb/life/fashion/the-circus/ inside-the-kenzo-x-h-m-event.html Accessed on March 24, 2017 Figure 32: Kenzo x H&M Launch Party. Available at: http://www2.hm.com/en_gb/life/fashion/the-circus/ inside-the-kenzo-x-h-m-event.html Accessed on March 24, 2017 Figure 33: Kenzo x H&M Launch Party. Available at: http://www2.hm.com/en_gb/life/fashion/the-circus/ inside-the-kenzo-x-h-m-event.html Accessed on March 24, 2017 Figure 34: Queues to the opening. Available at: http://metro.co.uk/2016/11/03/kenzo-x-hmlaunches-today-and-people-have-been-queuing-forhours-6231564/ Accessed on March 24, 2017 Figure 35: Queues to the opening. Available at: http://metro.co.uk/2016/11/03/kenzo-x-hmlaunches-today-and-people-have-been-queuing-forhours-6231564/ Accessed on March 24, 2017 Figure 36: Kenzo x H&M Campaign Ads. Available at: http://www.dazeddigital.com/fashion/gallery/ 22777/0/kenzo-x-hm-campaign Accessed on March 24, 2017 Figure 37: Kenzo x H&M Campaign Ads. Available at: http://www.dazeddigital.com/fashion/gallery/ 22777/0/kenzo-x-hm-campaign Accessed on March 24, 2017 Figure 38: Kenzo x H&M Campaign Ads. Available at: http://www.dazeddigital.com/fashion/gallery/ 22777/0/kenzo-x-hm-campaign Accessed on March 24, 2017 at:

Figure 39: Kenzo x H&M Window Displays. Available

http://www.dailymail.co.uk/news/article-3900476/ Hundreds-fashion-fans-queue-cold-excitement-mounts-todays-launch-H-M-s-anticipated-collaboration-designer-Kenzo.html Accessed on March 24, 2017 at:

Figure 40: Kenzo x H&M Window Displays. Available https://uk.pinterest.com/pin/474426141980763735/ Accessed on March 24, 2017

Figure 41:Visual Merchandising. Available at: http://www.dailymail.co.uk/news/article-3900476/ Hundreds-fashion-fans-queue-cold-excitement-mounts-todays-launch-H-M-s-anticipated-collaboration-designer-Kenzo.html Accessed on March 24, 2017 Figure 42: Branded Packaging. Available at: http://www.dailymail.co.uk/news/article-3900476/ Hundreds-fashion-fans-queue-cold-excitement-mounts-todays-launch-H-M-s-anticipated-collaboration-designer-Kenzo.html Accessed on March 24, 2017 Figure 43: Jessica Alba in Kenzo x H&M. Available at: http://observer.com/2016/10/jessica-alba-is-the-firstceleb-to-wear-kenzos-collaboration-with-hm/ Accessed on March 24, 2017 Figure 44: Jessica Alba in Kenzo x H&M. Available at: http://observer.com/2016/10/jessica-alba-is-the-firstceleb-to-wear-kenzos-collaboration-with-hm/ Accessed on March 24, 2017 Figure 45: Kenzo x H&M Ad. Available at: http://www.thefashionisto.com/kenzo-tapped-hmslatest-designer-collaboration/ Accessed on March 24, 2017 Figure 46: Kenzo Sweatshirt. Available at: https://www.net-a-porter.com/us/en/product/ 334677/kenzo/tiger-embroidered-cotton-sweatshirt Accessed on March 24, 2017

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Figure 47: Kenzo x H&M Collection. Available at: http://fashionista.com/2016/10/kenzo-hm-collectionAccessed on March 24, 2017 Figure 48: Kenzo x H&M Collection. Available at: http://fashionista.com/2016/10/kenzo-hm-collectionAccessed on March 24, 2017

Figure 51: Hijab Model. Available at: http://fashionfetishfete.org/kuwait-hijab/ Accessed on March 24, 2017 Figure 52: Modest Wear. Available at: https://uk.pinterest.com/pin/ 520939881873914800/ Accessed on March 24, 2017 Figure 53: Dolce & Gabbana Ad. Available at: https://styleblog.ca/2012/06/27/dolce-gabbanafall-2012-ad-campaign/ Accessed on March 24, 2017 Figure 54: Dolce & Gabbana Ad. Available at: https://styleblog.ca/2012/06/27/dolce-gabbanafall-2012-ad-campaign/ Accessed on March 24, 2017 Figure 55: Dolce & Gabbana Ad. Available at: http://www.thefashionspot.com/buzz-news/ forum-buzz/698349-dolce-gabbana-fall-2016-adcampaign/ Accessed on March 24, 2017 Figure 56: Dolce & Gabbana Ad. Available at: http://www.thefashionspot.com/buzz-news/ forum-buzz/698349-dolce-gabbana-fall-2016-adcampaign/ Accessed on March 24, 2017 Figure 57: Dolce and Gabbana. Available at: http://www.2ndtake.co.za/designers/dolcegabbana-fashion-brand-information/ Accessed on March 24, 2017 at:

Figure 58: Dolce and Gabbana Man. Available

http://www.2ndtake.co.za/designers/dolcegabbana-fashion-brand-information/ Accessed on March 24, 2017

Figure 49: Dolce & Gabbana Logo. Available at: http://logos-download.com/335-dolce-and-gabbanalogo-download.html Accessed on March 24, 2017

Figure 59: Authentic Sicilian Style. Available at: http://stylefrizz.com/201402/the-fashion-adsthatll-make-you-want-a-big-family-dolce-gabbana-ss14/ Accessed on March 24, 2017

Figure 50: Dolce & Gabbana Print. Available at: https://www.farfetch.com/uk/shopping/kids/dolcegabbana-kids-carretto-siciliano-print-brocade-dressitem-11324095.aspx Accessed on March 24, 2017

Figure 60: Dolce and Gabbana Family Ad. Available at: http://www.paseodegracia.com/en/shopping/ the-new-members-dolce-gabbanas-family/ Accessed on March 24, 2017


Figure 61: Dolce and Gabbana Women. Available at: https://uk.pinterest.com/pin/ 226305949999480586/ Accessed on March 24, 2017 at:

Figure 62: Dolce and Gabbana Print. Available

http://www.paseodegracia.com/en/shopping/ the-new-members-dolce-gabbanas-family/ Accessed on March 24, 2017 Figure 63: Hijab Style. Available at: http://www.dinatorkia.co.uk Accessed on March 24, 2017 Figure 64: Uniqlo Hijab Collection. Available at: http://www.recyclebinofamiddlechild.com/ 2016/01/uniqlo-hana-tajima-2016-spring-summercollection.html Accessed on March 24, 2017 Figure 65: Hijabistas. Available at: http://www.stylist.co.uk/fashion/the-newmodesty-a-new-age-of-muslim-fashion-is-dawning Accessed on March 24, 2017 Figure 66: Dolce and Gabbana Abaya Collection. Available at: http://www.vogue.co.uk/article/dolce-andgabbana-hijab-and-abaya-collection Accessed on March 24, 2017 Figure 67: Dolce and Gabbana Abaya Collection. Available at: http://www.vogue.co.uk/article/dolce-andgabbana-hijab-and-abaya-collection Accessed on March 24, 2017 Figure 68: Hijab outfit. Available at: http://www.dinatorkia.co.uk Accessed on March 24, 2017 Figure 69: Hijab outfit. Available at: https://uk.pinterest.com/pin/ 325103666828558845/ Accessed on March 24, 2017 Figure 70: Colorful Floral Pattern. Available at: https://www.shutterstock.com/image-vector/ seamless-floral-pattern-red-pink-roses-187000910 Accessed on March 24, 2017

Figure 71: Range Plan Illustrations templates. Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/content/ search/reports/?searchId=8269461#/dresses Accessed on March 24, 2017

Figure 81: Event in store. Available at: https://takemethereplease.wordpress.com/tag/ tiffany-ads/ Accessed on March 24, 2017 Figure 82: Arab bloggers. Available at: http://www.kuwaitup2date.com/alyasrakenzo/ Accessed on March 24, 2017

Figure 72: Colorful Floral Pattern. Available at: https://uk.pinterest.com/pin/454019206162908885/ Accessed on March 24, 2017 Figure 73: Floral Background Pattern. Available at: https://uk.pinterest.com/pin/28499410119109894/ Accessed on March 24, 2017 Figure 74: Kuwaiti Blogger. Available at: https://www.savoirflair.com/beauty/200395/fouz-alfahad-hair-salon-kuwait Accessed on March 24, 2017 Figure 75: Kuwaiti Blogger. Available at: http://fustany.com/en/tags/ascia Accessed on March 24, 2017 Figure 76: Kuwaiti Blogger. Available at: https://www.savoirflair.com/beauty/101637/yaldagolsharifi-beauty-salon-kuwait-coiffeur-17 Accessed on March 24, 2017 Figure 77: Kuwaiti Blogger. Available at: http://www.ipopam.com/tag/‫البنت_الكويتية‬ Accessed on March 24, 2017 Figure 76: Kuwaiti Blogger. Available at: https://uk.pinterest.com/yaraelkadi/models-dalalid/ Accessed on March 24, 2017 Figure 77: Kuwaiti Blogger. Available at: http://www.listal.com/viewimage/8309993h Accessed on March 24, 2017 Figure 78: Kuwaiti Blogger. Available at: https://www.behance.net/gallery/28152775/ZoriAshkanani Accessed on March 24, 2017 Figure 79: Kuwaiti Blogger. Available at: http://www.dinatorkia.co.uk Accessed on March 24, 2017 Figure 80: H&M in Dubai. Available at: http://www.dubaimetro.eu/marni-madness-at-hm/ Accessed on March 24, 2017

Figure 83:Yalda GolSharifi. Available at: https://au.pinterest.com/explore/yalda-golsharifi/ Accessed on March 24, 2017 Figure 84: Dalal Al Doub Available at: http://www.aquila-style.com/fashionbeauty/stylespied-dalal-al-doub-from-kuwait/36837/ Accessed on March 24, 2017 Figure 85: Zoori Ashkanani. Available at: https://www.behance.net/gallery/28152775/ZoriAshkanani Accessed on March 24, 2017 at:

Figure 86: Ascia AKF and Yalda Golsharifi. Available

http://en.vogue.me/archive/legacy/stuartweitzman-and-ascia-akf-host-intimate-dinner-in-kuwait/ Accessed on March 24, 2017

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Figure 87: Floral window display. Available at: https://uk.pinterest.com/explore/florist-windowAccessed on March 24, 2017

Figure 88: H&M store. Available at: https://www.dreamstime.com/royalty-free-stockphotography-h-m-store-image23915197 Accessed on March 24, 2017 Figure 89: Edited website page. Available at: https://econsultancy.com/blog/7420-h-mredesigns-its-website-but-is-it-any-better/ Accessed on March 24, 2017 Figure 90: Edited Website page. Available at: https://econsultancy.com/blog/7420-h-mredesigns-its-website-but-is-it-any-better/ Accessed on March 24, 2017 Figure 91: Dalal Al Doub. Available at: http://en.vogue.me/archive/legacy/ramadan-2016-streetstyle-holy-month-influencers-ascia-akf-yalda-golsharifidalalid-fozaza/ Accessed on March 24,2017

Fashion collaborations  

Kenzo x H&M Future collaboration Dolce and Gabbana x H&M

Fashion collaborations  

Kenzo x H&M Future collaboration Dolce and Gabbana x H&M

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