Fashion Promotion Project: All Saints Fragrance Promotion report

Fashion Promotion Report

‘ALLSAINTS’ by AllSaints Spitalfields A new unisex fragrance aims at 16 to 18 year old consumer group Market Level: Mass Market

Mengxuan Zhang Winchester School of Art University of Southampton

Word Count: 3,816

Table Contents 1. Background 1.1 Brand History 1.2 Brief Introduction of ALLSAINTS Unisex Fragrance 2. AllSaints Brand Identity 3. Consumer profile 4. Communications Opportunities 5. Communication Objectives 5.1 Launch Stage 5.2 Growth Stage 5.3 Maturation Stage 5.4 Decline Stage 6. Promotional Message 7. Communication Channels/ Promotional Mix and Cost 7.1 Advertising 7.11 Magazine 7.12 Poster 7.13 Video Spot 7.14 Internet 7.2 Direct Marketing 7.3 Personal Selling and Sales Promotion 7.4 Publicity and Word of Mouth 7.5 Visual merchandising 8. Promotional Plan and Budget 9. Bibliography & Reference List

1. Background 1.1

Brand History

AllSaints Spitalfields is a British-born fashion retailer that is based in Spitalfields, London, and conceived in 1994 as a menswear brand that solely supplies to companies such as Harrods, Harvey Nichols and Barneys. The first standalone store of AllSaints, which opened on Allsaints day, 1st November 1997, was originally presented the complete menswear collection, and the brand initially introduced women wear collection in 1998. The name ‘AllSaints’ was inspired to Sixties’ TV icon Simon Templar, aka The Saint as well as the All Saints Road in Notting Hill, London. The company has also been supporting and cooperating with the UK music industry for a long time.

The brand identity and the culture of the company were greatly allocated with artistic and musical heritage, and artists include U2, Stereophonics, The Kooks, Robbie Williams worked with the brand in its developing history (Kathleen, 2011). Today, AllSaints is considered as one of the most successful British brands consists of 52 stores or concessions in main cities nationwide, 9 stand alone stores and 4 concessions within the Europe, and 30 stores or concessions in the US. Its stores normally reflect the original brand character and style, but the brand intends to introduce innovative looks for each location for the sake of creating independent store images.

1.2 Brief Introduction of ALLSAINTS Unisex Fragrance 106 The first unisex perfume designed by Allsaints is named as ALLSAINTS, which has a unique scent that expresses individuality and attitude of adolescents. is the scent is a reminiscence of ocean and wood in a fresh and sparkly way. The 40 milliliters volume perfume will be contained within a cylinder shaped bottle that made of metal and transparent glass, which has a length of approximately 3.5cm at its base, 1cm lid and 7cm length.

Also, the skull logo appeared at the top of the bottle. The outer package’s design consist of a triangle shaped box made of burnt textured paper with the text of ‘ALLSAINTS stenciled on the bottom right corner.

1

2.

AllSaints Brand Identity

The Brand Onion AllSaints Spitalfields is not a typical high street brand that constantly follows the catwalk imitations and seasonal colours. It is a Niche market retailer that places emphasis on directional fashion and focus on developing products that are inspired by blend culture, music and modern-vintage fashion. The product designs aim to set a trend rather than just being fashionable and are strongly inspired by the natural world in its deceased state, which has been applied to its range of distinctive vintage- inspired garments and the skull of a ram, which is its trademark. Its edgy clothing rails consist of a sea of black, brown, and grey, and make to look fit when being worn. The product label is also made in a vintage and scuffed style. In addition, its style also refers to the war imagery and pre- 1980s culture, which have been emphasized heavily in its Gothic graphic collections. The visual merchandising is identifiable and the store is usually well laid out with live music background. Jack The Ripper-inspired interiors and the sky- high stacks of antique “Singer� brand of sewing machines are exceptionally remarkable and the store itself is have a warehouse and basement styles with very high ceilings. The website of the brand is simple and clear that enables online shopping easier, especially with the availability of worldwide delivery and free shipping nationwide. The brand targets on affluent fashion conscious shoppers and houses a complete collection of menswear, womenswear, footwear and accessories. Its followers consists of varied age range up to 50 year olds and its typical customers are young stylish adults at the age of 20 to 30 with a disposable income and are willing to spend it on fashion. AllSaints does not spend much on promotion and advertisement as it is being mentioned frequently in the fashion press and spreads by customers’ referrals.

2

3.

Consumer Profile

The ALLSAINTS unisex fragrance will mainly to niche consumer groups, who are teenagers at the age of 16 to 18 seeking a perfume with an extra- fashion aroma that enables them to stand out amongst others.

These fashion concious consumers, who are really trendy, imaginative and energetic, would not hesitate to wear unisex perfumes or outfits for unisex. However, they do not like to be categorized hence gender based perfumes may be dull and less attractive in their point of view. Most of them live in renowned cities such as New York and London and are high school or university graduate, and may be have a part time job. Their parents are middle class and support them financially, which enables them to spend on their interests including fashion. Their habits might include clubbing and drinking, reading trendy magazines, wearing clothes from AllSaints, and appeal to have a forceful and outgoing personality.

With the exception of ALLSAINTS, they might wear other perfumes such as CK one, CK Be, Hollister So Cal, Dolce & Gabbana Light Blue, Hermes Un Jardin Sur Le Nil, Armani Code, Lacoste Essential, Curious

by Britney Spears, and Adidas Sport Cologne.

3

4.

Communications Opportunities

Youth often make their own purchasing decision, it is essential to understand the elements that are attractive and motivate their purchasing decision. For there are a variety of fragrances that aim at adolescent market, each retailer has a special approach to create communication opportunities with customers. In this area, Black Star perfume is a successful example. Famous Canadian singer Avril Lavigne has cooperated with Black Star fragrance, owned by P&G company and announced via her official website on 7 March 2009. It was promoted by special edition, advertisements, song, video, promotional events, launch party, and in store posters, tester bottles, and other displays. To promote the fragrance, Avril also has composed a song ‘Black Star’ to be included in its campaign short films within TV spots and online exposure (Avril Lavigne Official Website). The ALLSAINTS unisex fragrance can also be advertised by a short campaign film and be sold with exclusive gift items of the brand, which will gain many attentions at the launch stage and the brand will be exposed and create a new image in the consumers’ mind. The main competitor of AllSaints is another British-born high street brand ‘Religion’, which has similar styles of garments and sharing similar consumer groups with AllSaints, ReligionClothing frequently uses product placement, celebrity endorsement and cooperates with many musicians and magazines. Its official blog updates news that relates to the brand, such as a popular band that wears its clothes in a Music Video. Recently, it has launched a new collection of fragrances for both male and female, called Religion Male Eau de Toilette and Religion For Her Eau de Toilette respectively, and it is available in its own stores, Boots (online and in store), and online retailers such as Sereneorder.com and ARK.com. Religion released information about the perfume launch on its web, Facebook, twitter, and blog.

Next, the selection of communication opportunities is significant for promotion within the youth market, because their attitude is different from that of older generations. They are not loyal readers of newspapers and magazines, and also tend to skip all the TV commercials. Teenagers spend most of their leisure time using Facebook, twitter, and playing computer games for entertainment. Thus, ALLSAINTS fragrance can heavily focus its communication on Internet to gain teens’ attention and repeated viewing. Creating online independent site, adding campaigns offline and online are considered to be great opportunities to encourage teenagers’ interest.

Targeting appropriate markets is a key to an effective communication; the company can mainly advertise the fragrance in regions where AllSaints stores have existed, which include the United States, United Kingdom and some European countries. Secondly, the brand should not only focus on direct consumers, but also suppliers, such as cosmetic or fragrance retailers including Boots and The Perfume Shop. Last but not the least, online perfume sales cannot be ignored, which have proved to be particularly strong when correlates to the large amount of young Internet users. The fragrance can be advertised on the brand’s official website and some major online fragrance retailer sites.

The consumers of the fragrance may include the current loyal customer of AllSaints who are quirky affluent young adults, and the target customers who are trendy teenagers. The prospective customers can be teenagers and his/ her family, the communities and interest groups of music etc. It also proved that the unisex fragrance purchasers are likely to be aged under thirty (Mrnashia, 2009). Therefore, It can be imperative to fully aware of the youths’ unique taste. According to Dunne, P Lusch, R and Carver, J’s approach of gaining consumers’ attention (2010), it is divided into four aspects, including lifestyle, fantasy, humorous, slice of life and mood or image. AllSaints has to illustrate how its unisex fragrance fits to their lifestyle and therefore hold their interests. Building fantasy or humorous atmosphere can also be valuable to create communication opportunities with teenagers. Subsequently, it is important to convey a message to the consumers that the perfume is suitable for their age, as well as building a mood around the perfume and creating the bandwagon effect.

The market positioning of ALLSAINTS unisex perfume will maintain consistency with the exclusive AllSaints brand characteristics. It will be positioned in a quirky and mystique style and roughly classified in the massmarket category. It can be middle priced (£20-£30) and promoted as a special edition or the iconic fragrance of the brand.

4

introductory stage may not have a direct impact on sales, but its aim is to create product awareness and trial, specifically, to inform and educate the new customers as well 5.1 Launch Stage as remind and persuade the existing At the launch stage, the brand has to loyal customers. create brand awareness, and brand recognition, as well as to inform 5.2 Growth Stage and educate the potential and existing customers. ALLSAINTS In the second stage, it is crucial is the first fragrance product of the to develop brand preference, company, therefore, it is essential to brand loyalty, and strengthen store let the customer to recall the brand image and reputation. The unisex name and logo, and the company perfume category and film inspired should seek to convince people of products may be starting and then its product in this new trading area. increasingly appear within the Next, changing customer’s belief fragrance market, so the objectives and attitude of unisex fragrance in this period are to exceed market as well as increasing category share, enhance company image demands are the key to successful and maintain the product position, communication at this period. thus reducing dissonance and The communication should aim to influencing consumer behaviour to give knowledge about the unisex purchase the product and therefore fragrance as well as the product increase sales. In other words, the development concept and therefore company can capture a dominant craete awareness within the market. position via communication and It is certainly more difficult to promotion, and develop customer communicate the advantages of traffic and preference over other wearing unisex fragrance than the competitive fragrances. conventional gender based variety, so the company has to find a way for those adopters who are loyalty to the brand or interested in unisex category to accept this type of perfume and be willing to use it.

Additionally, the communication of ALLSAINTS is a great opportunity for the company to penetrate into the adolescent market. In order to attract more potential customers, expand its market, and gain more brand share, AllSaints should create customer awareness of the product’s offer and attractive point to young people, such as linking the products to music events. The brand has to convey the important message of the product and brand background s t o r y t o t h e t a rg e t c o n s u m e r gro u p s a n d m a k e new comers to this trading area aware of ALLSAINTS’s existence. Overall, the objectives of promotion at the 5. Communication objectives

5.3 Maturation Stage T h i r d l y, t h e c o m m u n i c a t i o n aims to help maintain sales and profit. The company can deliver messages to reposition consumer perception of the ALLSAINTS fragrance in terms of publicising and advertising the product. There should also be further changes, innovation and improvement in areas such as quality, features, packaging or style in order to encourage repeat purchases, retain current customers and hopefully attract new followers and inspire more usage. The company should also focus on communicating its new offer or improved services to consumers and adopt word of mouth to influence peers. I may also be possible to emphasis the product’s special offers to increase traffic during slow sales phases.

For instance, the promotion or communication could mainly occur at the beginning of a holiday shopping season such as Christmas or Valentine’s Day to build store traffic and therefore affect sales performance of the fragrance.

5

6. P r o m o t i o n a l Message The promotional message of ALLSAINTS will be relevant to the youth identity, purpose of the campaign, and the values of the brand, which are exclusivity, individuality, attitude and the trendiness.

Also, the product image will associate with the brand essence, which are targeted at the niche market, unique, and strongly identifiable, and will be direct to the pointa brand iconic fragrance offers to trendy teenagers.

The scent and packaging of ALLSAINTS reflect the brand personality and its inspiration of a blend cultures and music.

The message will be converted visually by its packaging, visual merchandising, styling campaigns, and short film advertisement. The packaging design uses the colours of AllSaints, which are grey, black and dark brown, and the skull logo on the lid makes purchasers to recognise the brand. The product will be illustrated in store simply in line with the brand’s features and unique characteristics, and the print styling campaigns will reflect the innovative and creative signatures of AllSaints. The products’ images will be accompanied by burnt style typography to reflect the brand identity, while the video will adopt urban style background music that refers to the brand music heritage.

6

7.

Communication Channels/ Promotional Mix and Cost

Advertising and communication play a significant role to develop and expand its market. A variety of communication channels affect different aspects in the communication mix and the influence that channels could achieve greatly depends on the consumers’ characteristics. Thus, the brand has to consider many factors such as its market level and target consumer groups in order to allocate various communication channels to promote and advertise the perfume. Although one of the significant identities of AllSaints is that it does not have a lot of advertising activities, this strategy has been adopted for many years, and the perfume launch can possibly bring some innovation to the brand and therefore expand its market share. Some available communication channels are provided below, which will not negatively impact the brand image, but gives some new ideas of promotion and communication.

7.1 Advertising Communication platform

Options

Print media

Magazines, newspaper, newsletters, booklets, flyers etc.

Printed circulars

Posters, in store campaigns, outdoor and ambient advertising

In store posters

Digital Ad

Celebrity endorsement, film spot, cinema, television, radio etc.

Video spot, cinema ads.

Digital Ad based on Internet

Brand website, online retailer site, social networking, mobile phones, video web etc.

Brand site campaign, social networking, mobile application, web video ads

Miscellaneous Media

B u s e s , c a b s , u n d e rg r o u n d , e l e c t r o n i c information terminals, specialty firms such as Welcome Wagons, and shopping guides (newspaper-like printed material that contain no news).

Considered applicable promotional channels for ALLSAINTS Magazines

7.11 Magazine

Although the iPad is becoming known as the magazine killer, the print advertising is quite effective and appropriate to be used as a channel of communication in the fashion field. The company will adopt magazine advertisings because it performs well on several dimensions. It has great reproduction quality and a longer life span per issue in relation to newspapers or other types of print media. Also, a suitable magazine can help to create mood for a particular product class.

As approximately 55% of AllSaints stores sited in the UK, a magazine advert should be added in a masscirculated UK magazine. From the research conducted, the Love magazine has been chosen for reasons of its appropriate advertising cost, reader age group, circulation, distribution, magazine theme, and reader preference etc.

The comparison developed for LOVE and British Vogue is as follow: 7

Diagram 7.11 - The Comparison of Love Magazine and British Vogue (Referenced by the rate card of Nondenast Company) Readership Profile

LOVE

British Vogue (print)

Reader gender

80% female, 20% male

86% female, 14% male

Core age range

18 – 40 yrs (20% is within 18 – 24 yrs)

18 – 50 yrs

Average age

28 (open to brands at different market levels)

34 (with a premium brands preference)

Distribution

50% for the UK (70% London, 20% rest of UK), another 50% overseas (25%USA, 54% Europe).

As it has many versions for different regions, the British Vogue is mostly purchased by UK readers.

Rate Card (selected parts)

LOVE

British Vogue (print)

Outside back cover

£ 26.500

£ 40.200

Masthead

£ 12.280

£34.400

Page specified position

£ 11.052

£ 32.300

Page run of paper:

£ 10.500

£ 25.100

Inside front cover 4 page gatefolds

£ 60.580

£ 133.400

Standard 4 page gatefolds

£ 40.580

£ 91.900

Barn door

£ 62.000

£ 133.400

7.12 Poster

The poster is a traditional and widely used print medium in advertising, which is convenient, lowcost, and easier to achieve the desired return of investment due to its visibility to the public.

However, it is important to select the amount, size, place, and period of advert posters. AllSaints can allocate 3 or 4 posters to each AllSaints store or concession as well as to the independent perfume retail stores. Besides, it can make extra quantity of posters for special events. Thus the number of posters is in the range from 500 to 2000, and the suitable options of size are as follow: Format

A2

A3

7.12

Cost 500 posters £ 190 £ 134 1000 posters £ 231 £ 174 2000 posters £ 327 £ 223 The A1 format is too large to present a specific point and can be easily damaged. The A2 format can be posted on the wall conveniently inside the store, and A3 posters can be used for perfume

As demonstrated from readership pr of ile s a n d r a te cards, it is more suitable to promote the ALLSAINTS fragrance on LOVE magazine. Even if the circulation of Vogue is more than LOVE, the rate of Vogue is double the price and the readers are older than Love. Considered the economical outcome, AllSaints Company should select one of the page options of LOVE magazine, which can be the page specified position, page run of paper, or masthead.

retailers, special events or adding in the fragrance’s special edition. Therefore, the Company can print 500 A2 posters and 500 A3 posters for normal advertising, and 20 A1 posters (£ 300) for the flagship stores if necessary.

7.13 Video Spot

A short campaign film for the fragrance, which appeals to be attractive to adolescent viewers, can be produced and then used on the brand site, YouTube, TV, cinema etc. In addition, the production cost is affordable; for example, the cost of producing a 30 sec spot is generally between £ 6.500 and £ 8.200, which includes professional illumination, background (indoor or outdoor), props, film production, professional camera use, screenwriter, director, photographer and stylist of the production company. However, the video production cost does not include the cost of advertising on various channels or hiring a famous actor. It is recommended to release a 1-3 minutes of short film on its website and YouTube with a production cost of between £10,000 and £ 15,000.

8

Although the celebrity endorsement can be quite effective for promoting the fragrance, it is not suitable to invest huge amount of money in view of the company’s limited budget and its long-term advertising strategy.

For example, to hire the celebrity as famous as Robert Pattison cost over hundreds of thousands of pounds, top fashion brand Burberry attempted to hire Pattison as its spokesperson, but he has refused the 2 million pound offer. Taking the 10 million pound average annual income of AllSaints into account, it is unnecessary to hire a spokesperson. AllSaints can use its own models in the video spot and ad campaigns, and then invest money to advertise in more different channels and platforms.

7.14 Internet

When the campaign and videos are produced, the brand’s official site and mobile app would be the first platform to launch the advert. If higher quality designed is required, the process can be outsourced for £500 - £1,000. A link next to WOMEN can be added to link to the fragrance’ exclusive page as well as adding a video in the website.

In addition, AllSaints can add information its Facebook and Twitter, and share its direct link. In addition to adding the complete video spot on some video sharing websites, web video advert is another great platform for communication but it is not free, advertising on YouTube requires a minimum spend of £ 31,000 within

90 days, and such sites as No Good TV, Break.com, and Metacafe have rates range from £ 6 CPM to £ 25 CPM based on length of term, extent of exclusivity and customisation. If the company allocates enough budgets to promote the fragrance, 15 seconds pre-roll video advert can be added on YouTube with a specific category like music, pop culture etc.

7.2 Direct marketing Diagram 7.2- Comparison of Direct and Internet Marketing Techniques (Rettie, 2002)

Direct Telemarketing Email SMS Reach All households Most households Internet Users Mobile Users Response rate 2% 10%-20% 3.5%-10% 10%-20% Cost per message Medium 60p High £ 6 Very low 3p Low 6p Time to organise Slowest print/post Slow scrip/brief Quick Quick Response time Slow Quick Quick Quickest Interactivity No Yes Yes Yes

9

AllSaints could use email advertising for registered members. This is one of the best direct marketing channels as it can deliver the messages quickly and globally to the right audience at the right time in the selling cycle. It costs 78% less that printing 5,000 mails as well as able to contain more graphics, videos and website links.

7.3 Personal Selling and Sales Promotion It is unnecessary to hire sales assistants for young customers as they like to choose the product themselves.

However, all the company’s staff must be trained and have in-depth knowledge of the product in order to effectively answering and sell the product to potential customers. During the initial stage, the sales team could approach customer that are on checkouts.

Sampling is useful for consumers to purchase new products as well as reduce their perceived risk. Therefore, the company could offer samples for every point of sells as well as offer exclusive online gift sets to increase global sales. The exclusivity could differentiate itself from other products, attract competitors’ customers and encourage repeated purchases. ALLSAINTS can be sold together with an exclusive AllSaints’ product such as a bracelet or a pendant.

7.4 Publicity and Word of Mouth

Communication platform

Options

Considered applicable promotional channels for ALLSAINTS

Publicity and word of mouth

Holiday parade, local retail support of various civic, educational groups, look books, product placement, celebrity seeding or celebrity product placement, press days, consumer reviews, music or movie sponsor, fashion blogs.

Brand look books, music sponsor, MV product placement, fashion press, fashion blogs.

Special events

Product launch party, fashion showcase, charity events, sponsorship events, fashion seminars and style clinics, fashion shows, private shopping evenings, designer guest appearances.

Sponsorship event.

A creative lookbook could attract attention from buyers, fashion editors, bloggers and potential customer.

In addition, it exposes the brand value and AllSaints should aim to product a lookbook each season with photographs. The fragrance should be introduced by using two pages of the lookbook. Current AllSaints lookbook contains 54 pages and they should print 2000 brochures with high quality paper with an approximate cost of £1,800.

As AllSaints Spitalfielfs is about culture, fashion and music, it should work with British bands and sponsor concerts for product placement opportunity. (Karbasfrooshan, 2011) has atated product placement grow from £9 million to £12 million from 2010 to 2011 as it offers a unique atmosphere to engage with audiences. It has mass appeal to customer, for example, “Telephone” MV by Lady Gaga has placements of Miracle Whip, Polaroid, Diet Coke, and Virgin Mobile and is viewed over 108 million times on Youtube.

10

AllSaints can utilise product placement in ‘The Coronas’, a less popular bad and sponsor the entire video production. Depending on budget, sponsorship can be made on concerts and events. This will create topics for fashion magazines as well as post the activities in social networking sites. Furthermore, a special edition of ALLSAINTS fragrance with a higher price can be sold to fans to recover some costs. It is effective despite the cost such as PlentyOfFish.com dating site and Makeup Forever in the MV of Birtney Jean Spear’s ‘Hold it against me’ earned her 3 million pound in 2011(Parker, 2011).

7.5 Visual merchandising An effective VM can capture consumers’ attention within a short distance. The company could aim to improve the VM by effective positioning of the product to achieve the psychological and visual effect. The perfume can be placed on men and women’s clothing stores as well as cashiers desk. The fragrance can also be sprayed on new garments to expose its quality and differentiate itself. Micro-retailing should be adopted; the perfume can be creatively placed in its flagship stopres such as its store window to capture attention of potential customers.

However, this is only affective during the early stages; the company should not be excessive in such method to reduct stack-outs of fragrance after the launching period. Robert Kahn mentioned ‘when there is a stack-out and the customer does not have a specific need on that aisle, then the customer will skip that aisle (Dunne, P Lusch, R & Carver, 2010).

11

8.

Promotional Plan and Budget

In this section, two strategies are planned for the launch, the plan A maximises the company’s overall profitability, which have chosen most of the applicable channels mentioned in ‘promotional mix section’ within variety of medium. The budget will reach the maximisation, which is 20% of the annual promotional budget (According to the 10.7 million pound annual income of AllSaints in 2011, the annual promotional budget is between 1.07 million pound and 2.14 million pound). The plan B is in line with the traditional advertising strategy of AllSaints, which is the word of mouth and viral marketing strategy. The diagrams will explain the channels, cost, start time, and duration.

Plan A Cost

Channel

Discription

Love Magazine Advert poster

Page specified position £ 11.052 500 pieces A2, 500 pieces A3 £ 324

Video Spot production Brand Website, mobile app, twitter, facebook homepage web video advert

1 minute £10.000 Digital campaign, and/or video spot £0- £ 1,000

Email alert Sampling

To registered consumer Fragrance tester

Lookbook

Not only for perfume, but £ 1,500- £ 2,000 for all collections To second lier band During periods of highest C a n c a r r y o u t t h e f r e e £300,000- £800,000 demand. metioning on fashion press

MV product p l a c e m e n t (optional)

15 seconds pre-roll video advert on Youtube £ 31,000 (3p per mail) £2,000 - £8,000

Start time

Duration

Precede the purchase time Appear on the days when customers are most likely to purchase Precede the purchase time Slightly precede the purchase time

1 month (1 issue) 1-2 mouth

Apear during the day of week when the best CPM will be obtained.

Slightly precede the purchase time Start from the launch day Precede the purchase time

90days

Start time

Duration 2-4 weeks

2-4 weeks

once All the time before the prouct off-line The start of a new season

Plan B Channel

Discription

Video Spot production Brand Website,mobile app, twitter, Facebook homepage Sampling

1 minute £10.000 Digital campaign, and/or video spot £0- £ 1,000

Precede the purchase time Slightly precede the purchase time

Fragrance tester

Start from the launch day

Lookbook

Not only for perfume, but £ 1,500- £ 2,000 Precede the purchase time for all collections To second lier band £300,000- £800,000 During periods of highest Can carry out the free demand. metioning on fashion press

MV product p l a c e m e n t (optional)

Cost

£2,000 - £8,000

All the time before the prouct off-line The start of a new season

12

9. Bibliography •Avirl Lavigne Official Website U.S. Avirl Lavigne, Available: http://www.avrillavigne.com/us/node/7421 Last accessed: 3rd May, 2012 •Kathleen, I. (2011). Adding some creepiness to the world of fashion (and why it works) — eatbigfish. 2012. [ONLINE] Available at: http://eatbigfish.com/theblog/adding-some-creepiness-to-the-world-of-fashion-and-why-it-works. [Accessed 12 May 2012].

•Dunne, P. Lusch, R. & Carver, J. (2010). Retailing. 7th ed. Cincinnati: South Western Educational Publishing.

•Karbasfrooshan, A. (2011). The Growth of Product Placement In Music Videos. Mediapost. Available: http://www.mediapost.com/ publications/article/149688/. Last accessed 12th May 2012.

•Mrnashia. (2009). Why you should use Unisex Fragrances. ABC Article Directory. Available: http://www.abcarticledirectory.com/ Article/Why-you-should-use-Unisex-Fragrances/1326742 Last accessed 3rd May, 2012.

•Parker, L. (2011). Has Product Placement In Music Videos Gone Too Far? YahooMusic. Available: http://music.yahoo.com/blogs/ heard/has-product-placement-in-music-videos-gone-too-far.html. Last accessed 12th May 2012.

Diagram • Diagram 7.11 - http://digital-assets.condenast.co.uk.s3.amazonaws.com/static/condenast/vogue-media-pack042012.pdf http://www.condenast.co.uk/vogue •Diagram 7.12 - http://www.alocalprinter.com/uk/dl-brochures/ •Diagream 7.2- Rettie,R. (2002) Email Marketing: Success Factors. [ONLINE] Available at: http://eprints.kingston.ac.uk/2108/1/ paper.html. [Accessed 12 May 2012].

Image

•Page 1

http://t2.gstatic.com/images?q=tbn:ANd9GcSnyxcH2c7EqMvoIORCymnSlBPHHLhTIZpx0NzltPDcH0V4Xi4f •Page 2 http://t2.gstatic.com/images?q=tbn:ANd9GcSRo6UQ39K0a5QV2R8BWTlvuysrK1bcnxOsl729omxW-T3jzbyU1Q http://t3.gstatic.com/images?q=tbn:ANd9GcQ-pzFfJdapytvJCtUkUHwCXXCE_aOUgkK6U8wG10caNYwy6R98 http://t1.gstatic.com/images?q=tbn:ANd9GcT5VuNUQ2d3fUMfb37ouhi52EbxpbKJKx5u6f4N2bmPpPVjhLev9w http://t1.gstatic.com/images?q=tbn:ANd9GcSbkz75buW2MVPQdARk8QBNlDg46crPQEgLsQBsz-1VgpHuEg600sNK9G6mew http://t2.gstatic.com/images?q=tbn:ANd9GcSaFJ-25nnPejnL1LauOILOTDzsdzjbO7X18ro7b1rQf8gWmkvtqA http://t1.gstatic.com/images?q=tbn:ANd9GcQENOw5P4ZqKEjgNfUdOY-tDUpDHEzdoTDBlN1Erdo76l_zbBW_bA http://t3.gstatic.com/images?q=tbn:ANd9GcRy0C_J1n_iSFRRVGG_ak3HXtVL7GT-u4s3yTb0bRShSjNeaZXN •Page 3 http://t2.gstatic.com/images?q=tbn:ANd9GcRsYOjsbkJffrPtbOz0GIq6F-23zOW550L-VHnSR4tTpnGWoSeNOw http://t1.gstatic.com/images?q=tbn:ANd9GcSLmpLGTIgZ1JKA-A1peY78QdHb_E9B3Ad2QVbhokrcelVqFt1h http://www.allsaints.com/ http://t0.gstatic.com/images?q=tbn:ANd9GcSpCfNNdwuJeswxcPGm4i8GWxdYukHpp9dClptPAe-QcDRGIb_Q http://t3.gstatic.com/images?q=tbn:ANd9GcSI-zcG39LUjbIfb78SDyTa_PY2vBo9I7vOA8ztrJ2QJ58lvXgATA http://t3.gstatic.com/images?q=tbn:ANd9GcS1AAH2LBOb7PZsZJl_0ZKB7wjoRIAL_yB_Mc6bwep8vvFVD8Xu •Page 4 http://blog.fallenhero.co.uk/page/19 •Page 5 http://thetraffordcentre.files.wordpress.com/2008/12/all-saints1.jpg •Page 7 http://cdni.condenast.co.uk/320x421/s_v/VoguecoverMar09_421.jpg http://t3.gstatic.com/images?q=tbn:ANd9GcSrq_CjJcJx41jx4wMfvVhq7XLRbJKeHO2vCMwVshw8lLiWygzD1A •Page 9 http://www.allsaints.com/ •Page 11 http://t2.gstatic.com/images?q=tbn:ANd9GcQemgK0bQsgRfs7o9mea5MSmcj0jE3n1i9zIFk_M4c_vKlFd7O0VQ http://t3.gstatic.com/images?q=tbn:ANd9GcTeZacvgpC7ZYkHbzyEYYqzHdQ_NS2bce07V2ENuWt5gqJ7YE_vkA http://t0.gstatic.com/images?q=tbn:ANd9GcRBtVyWReiPJHyRuTuANseLMPGcGeZZHP1aPfDbZ4ygLZZdu6H0yA http://t3.gstatic.com/images?q=tbn:ANd9GcQ3hVft_ZJPwWL5flacAo3kWL78cAy9pKW1Y9yJCiMCjj1Ra_-7 http://t2.gstatic.com/images?q=tbn:ANd9GcTRXsa7VlZhdbFTfOKJ9ljbPqqbIfHleWIGQIHkJ57d7NiEpiL8TA