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Introducing an Experiential Mixmag high street store

Gayle Hockin Fashion Communication DE0929



Page 2 Introduction Page 3 Methodology Chapter 1 Page 5 Mixmag Page 6 Music and fashion collaborations Page 8 What is happening in retail today? Chapter 2 Page 9 Experiential Branding Page 12 Club Culture Page 13 Downloads Chapter 3 Page 14 Competitors Page 16 Why Virgin have become such a successful experiential brand? Page 17 Target Audience Chapter 4 Page 18 Space in the market

Page 19 Concept Page 20 Research Outcome Page 21 Bibliography


Experiential design is becoming a huge concept in the retail world. Due to the increase in web access and online shopping, it is essential that stores excel in attracting customers. ‘The physical store environment now accounts for a greater percentage of purchase decision.’ 1 Therefore making the buying process a memorable experience for the consumer and engaging with a customer’s emotions is crucial. This research project will investigate into this and illustrate how interactive and experiential concepts are the key to success. Similar to an exhibition or event, customers should come away from the store with it having made a positive impact on them. There will be research into how and why there is a place in the market today for experiential and interactive designs, supported by examples and analysis of stores using these methods. The aim of this research document is to investigate into the latest retail environment and conclude what direction store environments need to go in. It will propose an idea of a collaboration store using the online fashion section of Mixmag magazine and launching a brand new, interactive store in which customers will experience a whole new shopping environment. Research will be conducted into emotional aspects of the consumer. Why do people shop? How do they shop? Where is the majority of the target audience’s expenditure? This will help develop the concept further and justify the place in the market for a new experiential store.



Primary and secondary research will be carried out to support the theories and ideas for the Mixmag Interactive store. Research focuses on the target audience of 18-30. Primary research will be carried out through the following methods: • • • • •

Online Surveys (shown through Facebook) Questionnaires Focus Groups Interviews Exhibition Evaluation Forms

Secondary research will be carried out to gain a perspective on statistics and global topics. The majority of the gathered information focuses on different types of experiential branding and competition Mixmag are put up against. The sourced documents are from, journals, articles, books, Mintel and websites, focusing on: • • • • •

Experiential Branding Retail trends Club Culture Competitors Previous experiential design

The research concentrates on the consumers’ emotions and habits. Statistics and other materials will be reviewed on club culture, music and fashion influences and shopping behaviours.




Music and fashion collaborations

The first issue of Mixmag magazine was published in February 1983. From what used to be a 16 page pamphlet, David Seaman, the editor of Mixmag, has transformed it into one of the most well established dance magazines in the world. With 625,000 readers Mixmag is becoming bigger and more successful each year. Just by the website alone, Mixmag has expanded progressively over the last few years. Offering Events, Music tutorials online, downloads and online shopping. The reasoning that supports the idea for the experiential Mixmag store is from their expansion of their brand. For example; they started off in 2002 by introducing a SMS club to get the readers more involved with the magazine. This enabled their customers to keep up to date with forthcoming events and receive offers and news. Now that technology has progressed rapidly similar information is now received by phone Apps illustrating how Mixmag is always keeping up to date common technology trends. They also have a lot of involvement in big collaborations. For example, Mixmag have recently announced a publicity collaboration tour with Breezer (the drinks brand), launching with Chicane at the O2 Leicester arena. They have excelled in producing event nights; they have worked with Ministry of Sound, Cream and lots of UK and International DJs to create some of the most well-renowned events. Mixmag really encourage their readers to get involved with the magazine by doing text-ins, publicising new and upcoming acts (including the readers), and competitions to win event tickets and votes to see what the audience actually wants. Using advances such as this go hand in hand with the genre of magazine that Mixmag is and establishes their way forward in the progressing world. Mixmag have become a well-established brand, known internationally and now sponsoring several huge festivals and DJ events. Bringing in the fashion element to the website has opened up to a whole new target audience. The brand is recognised for being, cool, relaxed and fashionable. The magazine’s website is continually expanding and it now consists of their own ‘Shop’ and ‘Fashion’ section. It shows exciting up to the minute developments in the fashion industry. Including collaborations, reviews and any music partnership, and then gives an opportunity for the viewer to buy.


Both music and fashion are fast paced industries, which are constantly revolving and influenced by trends. Fashion trends are changing due to the influence from music and vice versa. A quote from 1995 proves that these kind of collaborations began to intensify over a decade ago: ‘Record stores are now selling clothes, while clothing stores are selling CD’s; record companies are starting clothing lines, while clothing companies are starting record labels, and musicians are designing clothes, while designers are working on music projects. All this activity is part of a cross-fertilisation pushing both industries forward’ 2 Crossing the two industries began to prove successful, and from just band merchandise such as logo T-shirts. Things progressed in to more renowned fashion wear. ‘Intentionally or not, most styles of music cater to a fashion sensibility. For decades, the only clothing that record companies and musicians made was concert T-shirts, which could sometimes be found in record stores. But this is the age of the MTV, when music lovers are introduces to a band’s image at the same times they are introduces to a bands’ music’. 2 This supports the fact that music and fashion have become somewhat interwoven in the last few years. They work side by side to create a perfect outcome and target a wider audience. People express their personality through their music and clothes. It is now, more than ever, possible to stereotype an individual’s music taste through what they wear. 6

‘I think that the collaboration between music and fashion couldn't be at a stronger point. Music artists are always going above and beyond to have the new or strangest new outfit or hair style, more so than fashion within any other industry with people like lady gaga pushing the boundaries with every video released.’ Laycock (2011)3 (See appendices for interview) There are several opportunities to cross sell between the two recognized industries. The music business is not only about sounding the best but looking the part too. They both work alongside each other to help progress and promotion for one another. Furthermore, well known artists have begun their own clothing ranges, such as: Madonna, Kanye West, Liam Gallagher, Victoria Beckham, Miley Cyrus and even the Beasties Boys did collaboration with popular shoe brand, Converse. DJ Tiësto is a new and upcoming example of the type of collection that suggests there is a place in the market for more, which would be particularly suitable for the type of collaborations proposed for the Mixmag store. Tiësto is a well-recognised DJ, who plays ‘Electro/Dance music’ from Germany. To help promote his name even more, he is soon to bring out his own clothing range called CLVB LIFE, inspired by his own music genre. He states: ‘I think it perfectly embodies the attitude of the CLVB LIFE experience worldwide.’ www. 4

What is happening in retail today? With the Global recession affecting the retail environment drastically, stores really have to up their game to encourage consumers to continue spending. Visual merchandising is crucial when enticing people into a store. ‘Visual merchandising today forms a critical element of retailing. Besides the facade and windows, which are clearly done up with an objective to attract passer-bys and induce walk-ins, there is also in-store decor that is designed to enhance the customer’s comfort and convenience while shopping and overall, offer a superior shopping experience’. 5 From the 1960s the industry became more aware about the social world. Theodore Levitt came up with a theory called ‘Marketing myopia’ which means the focus on the product is stronger than the customers. It is from this period that visual merchandising, marketing and branding became more critical in the retail world. Nevertheless, the target is to the sell the product. The surroundings need to be just as high quality. The average spending is decreasing rapidly in the current economic climate, and predictions indicate it will continue to do so in the following year. There are several issues that overcome the average spending at this moment in time. • • • •

People paying off debts People are saving more money Those in employment are worried about job security High unemployment

Around the Christmas period it has been obvious that the high street is starting to struggle, with dramatic falls in sales. ‘Spending in December is predicted to be down almost £1 billion, or 3%, on last year’ The Sunday Times (2011) 6 Numerous high street stores are beginning to close down, including a possible competitor of Mixmag, HMV. ‘HMV singularly failed to react quickly enough to the birth of iTunes in 2003.’ The Daily Telegraph (2011)7 The retail environment development is so swift, especially with high technology advances to keep abreast of, getting left behind in the industry can rapidly resulting in lack of sales. The biggest change to the retail environment today is online shopping. As technology progresses and internet is so easily accessible, online shopping proves to be successful, with figures at; ‘Non-food online sales have 14% of the market today, but are forecasted to jump to 34% by 2020’ The Sunday Times (2011) 8 Overcoming this, demonstrated by a survey (See appendices) targeted at the correct audience for the concept of the ‘Experiential Mixmag Store’, shows that people still prefer shopping on the high street. However it is more crucial than ever for retailers to stand out in the market, offering something unique and a different experience, which is being identified throughout this research.



Experiential Branding ‘In exhibitions, brand centers, and retail outlets, design managers should orchestrate sensations and details to maximize a positive response.’ Mapes, S (2007). 9 Throughout this chapter I will be investigating into other case studies of brand expansion and how they have become successful by using experiential branding. It has been proven that the majority of people do consider the in store environment when shopping. The five senses hearing, sight, touch, smell, and taste are crucial when considering experiential design. It dictates on how the audience emotions are affected; ‘Store environments matter more than ever, the physical store environment is the “last frontier” for alleviating downward on price and improving brand relevance’. 1 There are also a supporting 5 points that are essential when creating that perfect experience for the consumer:

• ‘Interrelated momentsthe occurrence of individual or multiple events. • Brand operations- the core competencies • Customer Expectations – Conscious and subconscious consumer needs, wants and demands. • Interactivity – Communication and collaborative exchange. • Engagement – Intended rational and emotional respnses, and involvement.’ 1

Experiential branding is all about capturing the consumer’s emotions and targeting their senses. Developing an experiential store sets itself out from its competitors. The way retail is heading, shops are becoming more like exhibitions rather than just a place to buy a product. Visual merchandising is essential amongst a brand. ‘Windows are a shop’s equivalent of a glossy magazine cover- they’re the first thing that captivates your attention and entice you in’ Company Magazine (2011)10 First impressions always count and the way a store is portrayed depends on whether the consumer will enter or not. Getting that instant connection in the shopping environment is crucial. Stores like Hollister and Abercrombie and Fitch have created their own recognisable ambience, which allows customers to enter a completely different world to the average shopping environment.

‘The latest stores express that consistency with absolute control. This control begins with a blocking out of the outside world to create a blank canvas for the lighting which creates the mood and contrast within the store.’ (2011) 11 The store needs to be in complete control and make the experience memorable for the consumer. Just like Hollister and Abercrombie and Fitch their customers have loyalty in the brand as they are perceived to be up market and well established, the brand gives back to the customer as much as possible and never fails to disappoint. Their particular in store environment is distinct to their brand and consumers have expectation when walking into their stores. An example can be seen with the luxury fashion retailers, Pinko. This Naples store use their customer as a part of the experience. The concept is based around light, sensors and mirrors. It gives ‘Born with the idea to underline the exclusiveness of the person, its active involvement touching, looking, a unique and innovative creative experience.’ 12 9


More like an exhibition, the consumers can walk round and experience video catalogues interactive mirrors and touch screens. It ‘Creates special effects in a dreaming and magic atmosphere made of messages, words, butterflies, flowers skelanimals and witches for the youngest Pinko clients.’12 The picture it creates almost generates a new fantasy world in which the customer can use as escapism from the real shopping world. Primary research shows that the majority of the target audience wish to shop in an interactive store Would prefer to shop in an interactive store

Club Culture Due to high demand in the new club culture and dance music scene, the club industry is continuously expanding and adapting to new environments. Society today is overwhelmed by dance: House, Hip-Hop, Indie music plus many more genres. We are constantly surrounded and influenced. ‘It is suggested that ‘Teenagers listen to an average of nearly 2.5 hours of music per day’ 14 For instance there is a whole festival dedicated to a genre of music set up by Cream, which originally started off as a chain of nightclubs and have progressed onto producing music. Creamfields is one of the biggest dance music festivals in Europe. Just like Mixmag, they started off a well established brand, and then began the expansion to clubs, festivals and their own production company.

Doesn't mind

‘The rise of nightclubbing culture can be seen as one manifestation of the growing importance of cultural and experience economies for urban development in post-industrial settings.’ Rief, S (2009)15



‘As Experiential branding takes over the marketing world, clients become exposed to experiences instead of sales pitches that relate deeper to brands.’ 13 This supports that the direction of retail is heading into an experiential world. It is what the consumer wants as part of the loyalty they put into a certain brand.

This is affected by the media, and is known as the ‘Hypodermic Needle Theory.’ The mass media being radio shows, television, music channels, and magazines, ‘injects’ music into the audience’s perception and becomes a part of their everyday life. They are constantly surrounded by the developing music world. Mintel reports suggest that the majority of people preferred to go out if there were live performances. In the proposed Mixmag store concept, this will be reinforced with live DJ acts playing at the events on many occasions in the store. Primary research demonstrated, shows that the majority of people asked preferred to go out clubbing as a hobby or leisure activity. As a multiple choice question,73% answered shopping, 88% clubbing and 69% music.


Visiting Exhibitions



Going to events







7% 12%

20% 12%






Although competing music stores such as HMV which still sell CDs, it has been proven that in the US alone that the purchase on online music went up nearly 30% within in a year, leaving the purchase of CDs dropping drastically at 17 million fewer CD buyers. Primary sources for sharing music are Social network sites as well as Apple with iTunes. ‘Digital technologies for recording, storage and distribution (e.g. selling via phones, or the internet, audio streams, blogs, forums and Myspace pages) have opened up a decentralized means of communication and exchange organized in networks of interdependent local scenes (ibid. 94-95)’ Rief, S (2009) 15 Apple’s online iTunes store is proven to be more and more successful due to the ease of accessing the internet. This illustrates why stores such as HMV sales have dropped in the last few years. Taking this into consideration, the concept for the Mixmag store could encourage customers by having an in store download booth. When asking the target audience this interactive option in store proved to be popular. (graph) Coming from the music industry himself, experienced DJ Nigel Laycock states: ‘With the amount of DJs, sub-genres, remixes and tracks being released every week, it can be a nightmare trying to work your way through hundreds of songs you don't want to hear. Having assistance and people giving advice on DJs to listen out for would be like having the old record store back, when you would go in and ask the shop owner which vinyl to buy this week. It would also be good for the industry to try and prevent illegal downloading’.3 Illegal downloading has become a huge issue, and because downloading is the new enhanced way of purchasing music, creating an in store legal and interactive place to do download would put Mixmag ahead of the game, as there are constantly big clampdowns on illegal downloading. As a multiple choice question,59% answered downloading booths.

Download/Upload music booths

Chill out lounge

DJ Decks

Music events in store


Club lighted changing rooms



17% 26%

21% 13%


As the music industry has such a vast audience and trade, the main competitors of Mixmag are those who could cause a threat to Mixmag by having the same ideas. Supporting this will follow analysis of how brands have expanded and why they have been successful. Ministry of Sound (MoS) is probably Mixmag’s biggest competitor. Owning nightclubs, record labels, albums and clothing line MOS are an excellent example of how expansion of a music brand can take place. Ministry of Sound is one of the world’s most established record companies and they also own a huge range of nightlife across the world. MoS are constantly developing their brand to bigger and better things. As a competitor to Mixmag, they are also a huge inspiration. When they began to make their own clothing range in 2003 they considered, ‘Opening their own retail outlets as part of a major review which will see the brand stretch across more markets.’ 16 As well as this, as part ofa publicity stunt they proposed the idea of buying four aeroplanes and turn them into ‘flying clubs’. Collaborations are also key in making a brand successful, just like MoS, they have previously worked with Pepsi, Coke, MTV, Virgin and other partners. Another possible big competitor to the Mixmag store is LN-CC in London. The boutique shop combines music, fashion and art into one exhibit space. It is original and quirky; visiting it is by appointment only. Thus making their cus tomers feel they are getting an exclusive experience. ‘The concept is not just focused around a store, it’s more an overall feeling and lifestyle that we live and wanted to share with anyone who might be interested. This feeling has been spread over a number of different platforms from our product and e-commerce through to parties, exhibitions and installations.’ 17 As well as a competitor, LN-CC is a perfect example of how a flourishing experiential store combining music and fashion can work. The atmosphere they have created is focused around music and club culture, bringing in their own sound systems, vinyl’s and dance floor. The store is proven to be very successful: all great retails spaces, the LNCC defies easy categorization and has ‘Like emerged as one of the most exciting fashion adventures London (and possibly Europe) has to offer, leading the way for an entire new genre of shopping.’ Stars,J 18 14

The reason they have been so successful is because they have captured the customers’ emotions and created a brand new memorable shopping experience. The brand makes it special and exclusive to the consumer by using things like the appointment only. The advantage that the proposed Mixmag store will already have before setting up, is the fact that they are well established brand. Consumers already prove their loyalty to the brand when purchasing the magazine, and subscriptions. As well having the perfect opportunity to advertise the store in the magazine itself. HMV, is another obvious competitor, as it is one of the biggest record shops in the UK. Although, due to the current retail downturn, ‘The latest figures mean that HMV are finishing a year that they began by announcing the closure of 60 stores by admitting a £36m loss in comparison to £27.4m in the same period in 2010, with like for like sales dropping by 11.6%.’ 19 HMV have moved their target and tried to adapt to a wider audience and keep the consumers intrigued by selling latest technologies, such as; designer headphones, I pads and games consoles. This is the only way to overcome the lack in sales, mainly due to the easy access of music downloading.

Why Virgin have become such a successful experiential brand? Virgin is probably the one of the most well established brands in the retail environment. They are a huge influence in successful marketing, they are not afraid to try different techniques of branding, and have certainly thrived in brand extension. Virgin currently has over 300 businesses, in which they continue to grow. Including travel, media, make-up, gyms, music and recently ‘Virgin experience days’, which involve adventure days’ from weekend get aways to sky diving. ‘Virgin stands for value for money, quality, innovation, fun and a sense of competitive challenge. We deliver a quality service by empowering our employees and we facilitate and monitor customer feedback to continually improve the customer's experience through innovation’. 20 V festival, was launch by Virgin in 1996. The V Festival happens every summer in Chelmsford and Staffordshire, their mission is to become top of the hierarchy in the music world. Virgin Media customers get priority treatment at the festival, such as VIP area, nicer toilets, free massages and priority on ticket sales. This makes the event more exclusive, they get priority and better treatment at the festival. Customers are made to feel special. These rewards encourage existing Virgin customers to pick this festival over any others, as well as the temptation for non-Virgin customers to sign up and be a part of the brand. The event also attracts people by thoughtful ‘extras’, such as: free Wi-Fi across the site and free phone chargers (sponsored by Nokia). The music that V festival offers is always popular, and the event is a sell out every year. Then their reputation is spread by word of mouth for the next year. ‘The V festival is a brandscape that weaves together meaning-making practices of popular music with the meaning-making practices of brands. Their meanings are simultaneously produced. The weaving together of brands and popular culture implicitly constructs the groundwork for participants’ perceptions of what public space might be.’Carah,N (2010)21 Virgin tries it hardest to bring as many of their companies together at once. This is an ideal way to promote the brand as much as possible through every type of field. Another reason why Virgin is so successful is the way they use experiential marketing. Sir Richard Branson himself takes part in several of their publicity stunts. For example; flying in a Virgin hot air balloon. When the Virgin mobile launch place in India, he was lifted up the side of a sky scrapper in a box then ‘flew’ back down, which attracted millions of viewers, and was an effective way of advertising. This concludes that it is crucial for a brand, to make it as successful as possible when using marketing techniques. To create that ‘new experience’ for the audience. Using tactics and imagination like Virgin have brought them along way. Therefore the brand is reliable, well established with thousands of loyal customers.



Target Audience

Space in the market

The main target audience that the Mixmag store is hoping to attract will be 18-30, both male and female, and music enthusiasts. It will appeal to DJs and upcoming artists so that their music can be shared amongst their peers in the store, it gives them an excellent platform to promote themselves, and especially to people that will be interested in their particular sound. It will interest outgoing, sociable and ambitious people. Fashion icons, and music artists, will help promote the clothes and bring in the right target audience, such as Kanye West and DJ TiĂŤsto and their clothing brands. Focus groups showed that students have realised that the retail industry is not succeeding at this point in time. They suggest ways to increase sales: ‘If a shop had say: a coffee shop, chill out place and music, it would be ideal for me.’ States Tom (see appendix for focus group) Questionnaires carried out were mainly done online. Due to the rise in use of social networking, this was the easiest way to reach the target audience of Online High-Street Designer stores students (18-30). When asked where they prefer to shop: 8% 15%


At this time in the retail industry, due to the recession, store impression counts massively. Shown throughout the Research Project , it justifies fully how the concept will work. As Mixmag are already established as a well known brand, they already have loyal customers, due to their original existing online fashion section to the website. However survey suggests that the majority of people still prefer shopping on the high street. The original Mixmag brand extension is successful online; therefore every indication shows the high street store should thrive at sales. Aiming to attract as wide an audience as possible, selling other items other than clothes could encourage this. Brands such as LN-CC and Pinko, are perfect examples of how an experiential and interactive store can work and continue to succeed in sales. This is because they create a brand new atmosphere for the consumer, by involving them in their shopping experience, from touch screen devices to relaxing and reading book in store. It is clear that the direction of retail is heading in an experiential direction. This is also due to the advances on technology today, it is vital that a brand cannot get left behind. Making the consumer feel emotion and generating memories is crucial to create loyalty with the brand. Mixmag would have an advantage of an instant marketing and advertising tool, via their already popular magazine. With help of in-depth primary and secondary research, the Research Project has been successful in proving the direction of retail today and how there is a space in the market for a proposal such as this Mixmag experiential store.

Taking this into account, it then helped develop a true understanding of the necessities for the target consumer when it came down to retail.




Research outcome

This research project has helped to establish the concept of a Mixmag store. Where it will sit in the market, and also justified that an experiential store will work due to the direction of the retail environment. The store will be a high-street accessible shop based around music and fashion and collaborations between the two. An ambience will be created where customers can feel relaxed and in their comfort zone. It will be the consumers who help towards generating the innovative environment. The brand will show a new experience where music lovers are surrounded by their passion. Garments produced by music artists themselves, will be sold in store. This will help promote their own fashion lines as well as their music. Mixmag will give an opportunity of shopping like no other. Taking the primary research into account, it has been proven that stores need to offer a comfortable environment to shop in, to continuously excite the customer as well as drawing new ones in. As stated, it is crucial to keep up to date with technology. In store there will be a station for customers to upload their own music onto the Mixmag store online system, as well as downloading, enabling them to listen to new and upcoming artists in store. This is to support the sales of music and preventing illegal downloads. Also making people feel they have an input in to the store and creating the type of store they want to be in. New equipment, such as DJ decks and state of the art music stations will be in store for customers to try and buy. The ambience that the Mixmag shop will create is inspired by the nightclub industry, with dimmed lighting, good quality sound systems, chic with a retro feel. Bringing in the fashion element, displaying the garments around the store, will also entice people to walk around and try on. The concept presents a unique, individual, and exciting new store, and a new shopping environment, helping to build the brand and others by selling the directed items all to do with fashion and music. The incentive is all to do with the music industry. This following primary research proving that the target audience of students (18-30) enjoy clubbing as a leisure activity the most. The emphasis will be a communal and enjoyable environment; with the interactive element it will make it a priority to the customer to re visit the store.

Overall the research project has helped develop an initial concept. Having done in-depth research it has shown that there are a few issues to surmount, such as the current recession. Impressing the consumer has never been more important. By caring out questionnaires and focus groups it has pin pointed exactly what is required on the high street. Enabling the ideal Mixmag store to be launched: • • • •

Comfortable shopping environment Enjoyable and relaxing Different, exciting and memorable. New technology advances to keep the customer entertained.

A solid concept has now been developed for The Mixmag Experiential store. The research carried out has justified all points and established any issues that can be overcome for a successful experiential high street store.

Word count with references: 5, 245 Word count without references: 4072 19


Bibliography 1. Experiential retail has Become the Watchword for the Retail Industry: (Accessed 25th October 2011) 2.For every beat there is a fashion: for-every-beat-there-is-a-fashion.html?pagewanted=all&src=pm (Accessed 7th Nov 2011) 3.Nigel Laycock 2011 (Interview) 4.DJ Tiesto Launches His Own Clothing Line: (Accessed 13th December 2011) 5. The Importance of Visual Merchandising: news/the-importance-of-visual-merchandising/62649/ Accessed 1st Jan 2012) 6. Walsh, K & Smith., 2011. Blacks faces Christmas crunch. The Sunday Times, 18 Dec. Business Section p1 7. Osborne, A. 2011. The fat lady ain’t singing yet at HMV but she must be limbering up. The Daily Telegraph, 20 Dec. Business Section p2. 8. Walsh, K & Shah, O., 2011. Nightmare Before Christmas. The Sunday Times, 18 Dec. Business section p5 9. Mapes, S., 2007. Experiential Marketing as a Wundt(erful) Experience. Design Management Review. p69 10. McCullough, S. 2011. Through the looking glass. Company Magazine, A/W 2011. p58 11. Hollister, The Power of Experiential Branding!: http://www.vmunleadshed. com/world-pages/world-of-vm-vm-stores-fashion-01.htm (Accessed 6th Dec 2011) 12. Pinko-interactive Store: (Accessed 25th Oct 2011) 13. Archive for the ‘Experiential Branding’ Category: http://configurations. com/experiential-branding/category/experiential-branding/page/3/ (Accessed 30th Dec 2011) 14. Under the influence of Music: (Accessed 7th Nov 2011) 15. Silvia Rief (2009). Club Cultures: boundaries, identities, and otherness. London: Routledge. p20, p63 16. Minestry Of Sound looks into extending their brand into retail: http:// (Accessed 5th Dec 2011) 17. London Boutique LN-CC: london-boutique-ln-cc (Accessed 14th Dec 2011) 18. LNCC Love: (Accessed 5th Dec 2011) 19. HMV Humbug: (Accessed 29th Dec 2011) 20. Virgin, About us: (Accessed 8th Dec 2011) 21. Nicholas Carah (2010). Pop Brands. New York: Peter Lang Publishing 21

Gayle Hockin Fashion Communication DE0929


mixmag project

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