H&M Brand Report

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BRAND REPORT JADE RAYFIELD RFMP5006 DIGITAL MEDIA & BRANDING

03. Brand Concept Board

30. Social Media Marketing Platform’sLinkedIn

04. Womenswear Board 05. Brand Concept Summary 06. Erling Persson

18. Competitor’s SWOT

31. Social Media Marketing Platform’sYoutube

19. Brand Graph (Basic to Trendy)

32. H&M Conscious Exclusive Fashion Film

08. Brand Core Values

20. Brand Graph (Low Quality to High Quality)

33. Erdem x H&M: The Secret Life of Flowers by Baz Luhrmann

09. Conscious Line Board

21. Consumer Profile Board

10. Define Brand

22. Audience

11. Product Range

23. Celebrity Ambassador’s

12. Logo History

24. Celebrity Collaboration’s

13. Brand Identity

25. Celebrity Collaboration Time-line

14. Visual Identity

26. Social Media Marketing Platform’sFacebook

07. Brand Time-line

15. Brand Expression 16. Tone of Voice 17. H&M SWOT

27. Social Media Marketing Platform’sTwitter 28. Social Media Marketing Platform’sInstagram 29. Social Media Marketing Platform’sPinterest

34. Balmain x H&M 35. H&M’s Packaging 36. H&M’s Website 37. H&M’s Website 38. H&M’s Newsletter 39. H&M’s Magazine 40. H&M Club 41. H&M Studio 42. My in-store Experience- Bluewater

Contents.

43. My in-store Experience- Maidstone 44. H&M Knit Trend Board 45. H&M Light Blazer Trend Board 46. H&M Voluminous Trend Board 47. H&M’s Sister Brand’s 01 48. H&M’s Sister Brand’s 02 49. GAP’s in the Market 50. GAP Question

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BRAND CONCEPT BOARD Fig 3.

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W O M E N S W E A R

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W O M E N S W E A R

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Brand Concept Summary H&M have a broad and varied product range which solely launched as a womenswear brand in 1947.

It was originally called Hennes, founded by Erling Persson, but then formed as a duo with retailer, Mauritz Widforss at a later date, naming the brand Hennes and Mauritz in 1968.

H&M’s business strategy is to offer fashion and quality at its most affordable price in a sustainable way.

The brand adapts to the latest trends and offers lasting classics which can be worn in every season.

They have collections for women, men, teenagers, children and babies and also contain a large product range within these sections.

They are an up-to-date brand that is unique, modern and relevant.

The brands mission to become a fully sustainable brand by 2030 is my main concept, looking into their Conscious Line which ranges from elevated pieces to timeless classics made from sustainably sourced materials.

ERLING PERSSON- FOUNDER OF H&M Erling Persson founded H&M in 1947. He first got this idea from travelling on a post- World War II trip to the USA in 1946 and was very impressed with the womenswear fashion in New York. This then inspired him to open up his own store in Sweden where he was originally from. He called this ‘Hennes’ which was Swedish for “Hers”.

In 1968, Persson come by the premises of a menswear store called Mauritz Widforss. He then conjoined the two stores calling it Hennes & Mauritz which turned into a womenswear and menswear store. His son, Stefan Persson became the managing director in 1982 and is presently the chairman of the board at the age of 73.

The Persson family owns around 47% of the company and has a total of 74% voting rights. This means they are still very involved with the brand even to this day.

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BRAND TIME-LINE

1947 Erling Persson was the founder of the company and opened a new womenswear store in Sweden. This was called Hennes which was Swedish for “Hers”.

1954 A second store in Stockholm opens and Hennes comes out with a full-page colour ad (beginning their marketing strategy).

2007 2004 H&M begins an exclusive designer collaboration with Karl Lagerfeld which is followed by many other successful designers.

60 years after the first Hennes store opened.

H&M now has a sister brand, COS.

1968 They soon had a menswear section after partnering with retailer, Mauritz Widforss, changing the name to Hennes & Mauritz.

2011

1973 This is the year they started to sell underwear and also hired their first ever ‘supermodel’, AnniFrid Lyngstad.

1976

H&M begin the Garment The first H&M store Collecting initiative, opened in London, UK. becoming the first This was in Oxford fashion company to Circus.

1980-99 collect old textiles in Global expansion takes stores for reuse and 2009 2014 off with new markets, recycling.

H&M launches H&M Their first denim such as, Germany, 2015-16 Home, bringing in the garments made from Belgium, Austria, France H&M Foundation interior design.

2010 recycled fibres from the etc. announces the Global H&M’s Conscious Garment Collecting Change Award which Collection launches. This scheme was launched.

2017 supports and is a premium H&M’s 70th birthday! The encourages innovation womenswear collection H&M Group sets newer for a more recycled that offers timeless sustainability goals, fashion industry. classics made from wanting to be a fully 8 new markets are sustainably sourced sustainable brand by added and the H&M materials, such as 2030, only using online store opens in 21 organic cotton and recycled and sustainably more markets. recycled polyester. sourced materials.

BRAND CORE VALUES Key Brand Values by the H&M Group: We are one team We believe in people Entrepreneurial spirit Constant improvement Cost-conscious Straightforward and open-minded Keep it simple H&M’s values are called, “The H&M Spirit”. They see their values like a red thread, woven into the fabric of their company and an important part of their story. This is important for the brand as they are part of who they are, what they stand for and how they act. They believe using their individual strengths and personal experiences creates great things for the company. They are one team and have a lot of trust and respect for one another and use their values as a guide to live by.

FOCUS: CONSCIOUS LINE

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The brand that I am researching in depth for this project is H&M. This is a strong and consistent brand whom deliver a clear message to their consumers. The letters H&M stand for Hennes and Mauritz which was originally a Swedish retail company named Hennes, later joining with Mauritz Widforss which was originally a menswear company.

Within the workplace, they all work as a team, relying on everyone’s knowledge and abilities. They believe that respect is an important value for the brand so that everyone in the workplace has a chance to share their own beliefs and initiatives.

They are always working to improve their brand, remembering that the customer support they give is always their main focus, they have kept to their word since 1947 which is when their first store opened.

Their commitment is to always deliver fashion and its quality at its most affordable price, keeping their target consumers happy with their consistency. This is one of their most important core values as they offer structured decision making as well as flexible assortment planning, making sure that the product range is heavily adapted to the latest trends and customer expectations.

They also have big beliefs for sustainability which is one of their main goals to achieve by 2030. H&M also offer a Conscious Collection which is the name of H&M’s work for a more sustainable fashion future.

Define Brand.

Half of H&M’s bulk assortment is mainly womenswear which you can see from this pie chart. This suggests why H&M have a bigger online offering, covering 4000 more womenswear options compared to Zara, its main competitor. However, H&M still offer collections for men, teenagers, children and babies but at a lower majority.

Their product range also includes: Sportswear Underwear Cosmetics Accessories Shoes -

Product Range.

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LOGO HISTORY 1947

The original H&M logo was produced when the brand was solely called Hennes. This was formatted in a bold handwritten typeface and was placed slightly diagonally. This was very warm and welcoming to its consumers. However, the original colour palette of the brands visual identity was simply monochrome.

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The initials were kept in the company for a few months with their names either side, but later in the year, they decided to shorten their brand name to H&M. This was transformed to a bright red colour palette with no circular framing, keeping the same, previous typeface as before. The contoured lines of the logo made it look warm and welcoming as well as having its bright red font, which appealed to more of the younger generation. This also reflected the passion, style and power of their brand identity which held the most fashionable items at affordable prices.

1968

In 1968, Hennes merged with Mauritz Widforss which formed the brand, Hennes and Mauritz. The logo was then adjusted to a more traditional sans-serif typeface. They had Hennes and Mauritz by each side of their initials which was surrounded by a circular frame. The initials were exactly the same as the 1947 logo typeface but had its contours clean and modified.

1968 Fig 33.

The brand logo was yet again refurbished in 1999. This was more refined and contained a slightly different colour palette which resembled a more darker shade of red, making it more serious and luxurious. This helped the brand develop in the long run as H&M created its first ever collaboration with the one and only, Karl Lagerfeld. This could have been because the logo looked more professional by having the contours of the letters more modernised, as well as them becoming straighter and stronger, creating a more powerful brand identity.

1999 Fig 33.

“H&M makes it easy to express your own personal style.”- H&M Group “H&M’s business idea is to offer fashion and quality at the best price in a sustainable way.”- H&M Group

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BRAND IDENTITY BRAND IDENTITY PRISM PICTURE OF SENDER

Physique High quality fashion Long lasting design

Relationship -

Culture -

Good quality Affordable prices

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Reflection -

European (Norwegian) International Exoticism Exclusion Good relationship with customers

Self-Image -

Suitable for everyone Style

PICTURE OF RECEIVER

Stylish Exclusive Unique Young

INTERNALISATION

EXTERNALISATION

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Personality

Trendy Fashionable Tip-to-date Sustainable Simplistic Resourceful

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VISUAL IDENTITY Fig 34.

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HM Semi Sans BoldSmall Titles HM Sans RegularSubtitles HM Sans Bold- Titles

H&M have a different range of colour palettes, but the main ones that express their visual identity are these five tones.

H&M use light-hearted and playful tones, which complement each other nicely.

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Colour Palette

HM Serif RegularSmall Paragraphs

Their logo is very bold and vibrant, whereas their form of layout on their website is very simplistic and neutral.

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The H&M Logo colour palette with Hex& RGB codes is #CD2026. This is the closest HEX code to H&M’s original logo colour.

On the website Coolors, it is labelled into the colour library, Lava.

RGB: 205, 32, 38

H&M are famous for their strong brand identity and their consistency, delivering a clear, simple message for their consumers. Their colour palette is very clean and bold consisting of the shades, red and white.

Their logo is very hard to miss as it’s easily identifiable and easy to read. H&M kept their brand logo as letters because they wanted to use just the front initials of their names to keep it simplistic, also labelling it as quite mysterious. This led to H&M becoming one of the top brands in the fashion industry.

Their personality aesthetic is very trendy, fashionable and up-to-date which is clearly advertised on their website as well as their social media platforms. Their aesthetic is very clean and structured which helps consumers to understand their strategy and their core values.

Brand Expression.

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H&M use Instagram Stories a lot of the time to share the brands initiatives and ideas. The main line I am focusing on for this whole unit is H&M’s Conscious Line which offers sustainable fashion.

The brand works hard on this particular line as their main goal is to have their whole brand’s clothing line sustainable by the year of 2030. On their social media platforms especially, they are very informative and focus on the simplicity of the layout.

This specific story stood out to me as they are informing their consumers of ways they can be more environmentally friendly. This shows that the brand are already focusing on a more sustainable fashion future. Their way of communicating is very clear as they use a short piece of writing alongside an effective piece of imagery.

Tone of Voice.

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H&M

SWOT

STRENGHTS

WEAKNESSES

They offer a huge variety of products including, H&M Home, Women’s, Mens, Kids and also the Divided H&M rely on current fashion trends made by the top designers which means that H&M don’t venture out of section which is for the youngsters. the box with their designs.

Their source of promotion is very high on all of their social media platforms. They receive a lot of H&M’s online platform is very simplistic and they do not promote products beautifully like Zara. engagement from viewers through the internet. This is where half of their sales are made from- their ads This would entice more consumers into the brand if a section of their online platform was made to are modern and are constantly up to date with the latest celebs and trend’s. feel more luxurious.

H&M have a unique identity.

When you visit H&M or go to shop online through their website or via an advertisement, you’ll see that the They have big plans for sustainability- H&M hope to be fully sustainable by the year of 2030. majority of their assortment is womenswear whilst menswear is left behind a bit.

They are one of the top brands in the fashion industry.

The amount of clothes on the shop-floor can be over-loaded at times, possibly making consumers not want The business is financially stable- this causes investors to collaborate with H&M more. to look through their products.

The staff are loyal to their customers as this is always a focus for their brand, making sure their consumers H&M do a lot of collaborations and have branched out onto hashtags called the #HMLeague. However, are happy and treated with effect. they do not have one main celebrity ambassador to show off the face of the brand; or even a celebrity They are able to adapt to the latest trend’s. ambassador for each product section.

They are affordable and good quality items.

OPPORTUNITIES

THREATS

As more consumers shop online with H&M, they can benefit from more exploitation of e-commerce channels, such as, social media marketing, email marketing etc.

H&M can improve their lifestyle. People are getting more brand-conscious by the day which provides an opportunity for H&M to take action and produce a more environmental conscious line- this will help the brand reach their goal to have sustainable fashion for the whole brand by 2030.

H&M have had many collaborations with celebrities so this makes investors more lenient to do another successful collaboration with them.

They have intense competition with competitor’s such as, Zara; this being its main brand competitor, Macy’s, Gap, Boohoo etc. these are all popular brands that are exceeding to improve their market share.

H&M depends on the constant flow of raw materials and finalised products. Lockdowns and quarantines can interfere with H&M’s sales and profits in the foreseeable future.

The fashion industry has the highest number of fake products. With the constant increase in fake products globally, the profits from H&M’s premium designer brands could decrease in the foreseeable.

Fashion trends are updating all the time so therefore H&M have to deliver these trends pretty quickly otherwise it can mean that they’ll end up lagging behind in the industry.

The global pandemic.

CONCLUSION To conclude this SWOT analysis, I have taken some action points to close the gap. I noticed that H&M’s online platform is fairly simplistic, not taking a more luxurious approach like their main competitor, Zara. If H&M had the advantage of making a section of their website more luxurious, this might entice more consumers into their brand. At the moment, their website layout is very directed at mainly 15 year olds as it’s simple and straight forward to navigate. However, most people between the age of 20-30 would possibly want to see more of a luxurious layout to contain them with more excitement. This could be resolved by creating a section within their website more luxuriously, which could lead to more sales for H&M. Another action plan that I noticed was the fact that H&M’s product range isn’t balanced across the stores well enough. Their womenswear section seems to be at the forefront of every store. This could be resolved by giving each section an equal balance of store proportion.

Additionally, another action plan to increase H&M’s sales would be to think about having a main celebrity ambassador for each section of the brand. This would also improve my other point of H&M solely focusing on womenswear as each section would be managed efficiently.

Having a solid celebrity ambassador for each section would increase H&M’s sales and would also make sure that each section is taken care of.

ZARA SWOT

STRENGHTS

WEAKNESSES

Zara have unique designs throughout all of their stores.

Zara have a good reputation with their consumers.

They offer a variety of products, like womenswear, menswear and kids-wear as well as accessories- its assortment breakdown is very balanced.

Their supply chain is very successful as they manage to get its designs from conception to their stores within 2 weeks automatically making Zara the trendiest store.

Consumers tend to visit Zara every month to see what’s new in because of their strong design strategy purchasing their new in collections as well as their basic line.

Zara uses a wide and deep store layout so that customers don’t feel cramped whilst shopping- there isn’t an overload of items on their shop floor’s.

Zara spends hardly anything on advertising because of their design advantage and physical evidence in stores, pulling their consumers in more.

Zara have a lack of advertising which could have potentially doubled their profit if they advertised their collections in more ways.

They have low safety stock. This means that if a particular design was drawn to many of their consumers then they would have no safety stock for that specific item.

They do not offer plus or petite sizing in Zara and most of their models are tall and slim. When purchasing from Zara I have personally noticed the difference in sizing compared to H&M. They have a generalised collection so they do not specialise in everything, solely the day to day or trendy wear.

The staff has little commercial knowledge as Zara have a lack of advertising their products.

Their staff can come across quite unpleasant.

Zara do not offer many discounts.

Zara have not had many collaborations with other brands/ celebrities.

OPPORTUINITES

THREATS

Zara is a major top brand and it is becoming more and more popular by the day. This is resulting in growing market potential.

Zara have the advantage of the online buying trend, making its clothes available not only in its own stores but also on other e-commerce stores bringing them more sales.

They have low advertising so this could be a threat as in the long run, Zara may feel like they’ve made a mistake by not advertising their collections from the beginning.

Competition between other chic brands, like H&M and Mango are also popular for their designs. The advantage to Zara with this is that Zara gives much better designs at affordable prices.

Zara only operates exclusively through its stores. They do not have any smaller designs or pop-up shops.

H&M have a bigger online offering, with over 4000 more womenswear options- this may affect Zara’s type of regular consumer’s.

Zara only have 6% of its online offerings discounted which is much more subtle compared to H&M where they currently have 21% of its online offerings on discount.

CONCLUSION To conclude my main competitors SWOT, I have noticed that Zara draws their consumers in a different way compared to most other brands.

They do not offer much advertising, whereas H&M are always advertising newer collections and ways to help the environment. This could be something for the brand to work on as Zara could receive a lot more sales which would make it one of the most successful brands in the fashion industry.

Another action plan would be that even though Zara’s website comes across very luxurious and beautiful, it is still very generalised. They don’t specialise in everything, only the day-to-day/ trendy wear. This could be resolved by creating more commercial-like collections and having a specific theme. This would also kick-start their journey into future celebrity collaborations which could end up being really successful, especially if they are coming across to their consumers luxurious already. This would be something that everybody talks about.

Another significant point would be that Zara do not offer many discounts, they do the odd ‘special prices’ section which is very popular already as the items on there are always coming back in and out of stock. However, if they thought about doing a student discount for example, then this would be the rave of the town and would bump their sales up even more.

High Price

‘Basic to trendy’

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This is my first brand graph of H&M’s main competitors. I have labelled the vertical line, high price and low price and then the horizontal line as, trendy and basic. This is to get an idea of where these familiar high-street brands are positioned on the spectrum. It also breaks down on what stores have the most knowledge on trends and pricing which is significant for the brand as they can improve from this if they needed to.

Brand Graph.

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Basic

Trendy Fig 136.

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Low Price

High Price

‘Low quality to high quality’ This is my second brand graph. Instead, this is showing what brands are considered more in the low or high quality section. As you can see from this graph, most of the brands are in the high quality section apart from Boohoo.

Personally, I’d put ASOS in the middle as they collaborate with lots of other brands, big or small so therefore their overall quality varies. This specific graph is to show what brands are considered good quality and affordable at the same time. H&M is known to be good quality and affordable, whereas Zara serves high quality but is more of a higher price.

Graph Two.

Low Quality

High Quality

Low Price

CONSUMER PROFILE BOARD Fig 42.

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Gender& Age? -

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What media do they consume& do they have disposable income?

Lifestyle& Interests?

H&M target audiences are youths and young adults of both sexes, however, it ranges from about 0-40 years old, but is most popular for 15-30 year olds.

It also comes across that their target market is more for women.

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Economic status& occupation?

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Economic status: Working to Middle Class Occupation: Retail/ Fashion Industry/ Fashion Influencer/ Very into their fashion/ Likes to be unique/ Can adapt to the trends/ Are trendy and stylish whilst being sustainable with their clothing/ Are into recycling and upcycling.

Lifestyle: Spends time with friends/ Very into their fashion/ Social media enthusiast/ A student/ Social butterfly/ Works in retail or the fashion industry/ Likes to travel.

Interests: Fashion styling/ Beauty/ Accessories/ Interior decor/ shopping.

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Where else do they shop?

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High-street fashion brands such as, Zara, Pretty Little Thing, Boohoo, Asos, New Look, Missguided, Topshop as well as Luxury fashion brands like, Prada, Chanel, Louis Vuitton etc.

Audience.

Media Consumption: Social media platforms such as Instagram, Facebook, Snapchat, Pinterest, You-tube, Twitter, Tik-tok.

Disposable Income: Yes, but is also aware of sustainability in fashion and that you can still be stylish without having to cost the earth.

CELEBRITY AMBASSADORS #HMLeague… #HMLeague is a hashtag used for celebrity ambassadors to sponsor the brand H&M. This features the group of 23 influencers curating, styling and creating content wearing their favourite trend pieces from H&M.

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Listed below, I have put some example Instagram captions by a few of the 23 ambassadors.

Half of these influencers have a big amount of followers on Instagram so therefore, this enables the brand to gain more fans and consumers via this social media trend.

This is a powerful way to gain more customers as personally for me, if I follow an influencer and they are wearing/ promoting something I like, then I tend to browse further and find/ purchase the item’s that they have advertised. This is usually because it has been styled beautifully and worn in a realistic setting, making it easier to visualise in person.

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The brand, H&M are very well known for their collaborations with other famous designers. November 2004 was the first collaboration H&M ever done which was with Karl Lagerfeld, selling price-accessible versions of his designs.

The unexpected pairing with Lagerfeld inspired other designers to create their own collaborations over the last 14 years with H&M. This ended up pairing with brands from Jimmy Choo and Versace to Stella McCartney and Balmain, giving H&M the opportunity to collaborate with 19 major designers.

This is a form of celebrity endorsement because H&M have promoted these collaborations as advertising campaigns which uses a celebrity/ designer’s fame to promote a product. Karl Lagerfeld was H&M’s major celebrity endorsement because he began the spiral of future collaborations with other successful designers for H&M.

Celebrity Collab’s.

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Marni x H&M was available in 48 countries and was again 60% female and 40% male.

This had 80 items included. This featured graphic print designs as well as quirky accessories.

Karl Lagerfeld x H&M was available in 19 countries and included 30 items which were100% female.

Viktor& Rolf x H&M was available in 24 countries with the making of 60 items which were 58% female and 42% male. They created the very first wedding dress in the history of the Swedish retailer.

This ignited a lot of excitement for shoppers that H&M employees needed bodyguards to stand by them when they re-stocked.

Commes Des Garcons x H&M was available in 28 countries and was half and half for male and female’s. They had 50 items in total and was first released in Tokyo.

2004

2006

2008

2005 Stella McCartney x H&M was available in 22 countries and had around 40 items which were also 100% female.

Stella was paid $1 million for her H&M collaboration and donated 25% of the proceeds from the sales of organic cotton t-shirts to various animal welfare charities.

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Maison Margiela x H&M had the highest average cost in comparison to all its other collaborations. This was available in 48 countries and was 59% female and 41% male. Maison’s collection for H&M had 103 items, re-interpreting pieces from his previous collections to include in this collaboration.

2010

2007 Robert Cavalli x H&M was also available in 24 countries and held an amount of 45 items which were 55% female and then 45% male. It only took 3 minutes for this collection to sell out in the London, UK Fig 64. flagship store.

Lanvin x H&M was available in 38 countries and was 60% female Fig 70. and 40% male with a total of 80 items. This featured exquisite details like ribbon and jewels.

Alexander Wang x H&M was available in 54 countries and was 34% female, 36% male and 30% unisex. This had a total of 85 items. Wang had just graduated from university when H&M launched their first designer collaboration in 2004.

Kenzo x H&M was available in 64 countries and was 75% female and then 25% male. This concluded of 104 items and was a giant fusion of archival Kenzo pieces from the 70’s.

Moschino x H&M is the most recent collaboration H&M have done.

Moschino quoted, “I want them to make memories of the pieces, so that in 2028 or 2038, when they get the stuff out, they’ll think, oh that’s great. That’s so typical 2018!”

2014

2016

2018

2012

2009

2011

Matthew Williamson x H&M was also available in 28 countries and was also half and half for male and female’s.

This was also a number of 50 items in total and the designer ended up releasing his first menswear collection with H&M. This was available in all stores.

Versace x H&M was available in 43 countries and was also 60% female and 40% male with a number of 100 items. This collection was the first to include accessories.

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2013 Isabel Marant x H&M was available in 49 countries, 60% female and 40% male. This had a total of 119 items.

This was a more relaxed collection, including leather trousers, slouchy knits and Fig 71. oversized T’s.

2015

2017

Balmain x H&M was available in 61 countries and was 65% female and 35% male with a sum of 100 items. This included famous models such as Kendall Jenner, Gigi Hadid and Jourdan Dunn.

Erdem x H&M was available in 69 countries, having 57% female and then 43% male. This consisted of 96 new pieces that the designer had been looking for since they began their label in 2005. They also created menswear pieces for the first time.

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https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/

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SOCIAL MEDIA MARKETING PLATFORM’S Fig 79.

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Facebook is H&M’s primary platform for social media marketing. They post regular updates through this platform, like any events or advertising campaigns they have produced. As you scroll down its page, you will see a variety of images and videos which gives you an insight to their in-store experience as well as their new and up-to-date collections.

There is also a display of images that are shown with H&M’s models as well as the brand’s ambassador’s. When scrolling down their Facebook page, I noticed that they have a high level of communication between themselves (H&M) and their consumers. This shows that H&M are engaging thoroughly on this platform because customers are sharing their feelings towards their regular updates.

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They mainly promote shorter clips of film on their Facebook to engage their consumers more as if they were any longer, the attention spam would be lost. A majority of their shorter films are feel good ones and the other majority apply to the world we are living in today.

You can tell by H&M’s choice of film that one of their main core values is their customer focus; they always want their consumers to be kept happy.

Followers: 32M+ Fig 144.

SOCIAL MEDIA MARKETING PLATFORM’S Fig 85.

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Twitter is also used for H&M’s effective social media marketing and is used for similar engagement, like showcasing their products.

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They use the two platforms very closely together but Twitter is more for informative films like news clips which provides for better use of engagement for their consumers.

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This is because a twitter feed flows more effectively if it is sharing information that is significant to the brand’s identity (its missions and goals).

It’s a platform that is used more for the brands behind the scenes footage which is effective as it informs the consumer on the processes of their collections.

Followers: 8.2M

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SOCIAL MEDIA MARKETING PLATFORM’S Instagram is the most popular platform as well as trend at the moment.

It’s an easy platform to navigate and seems to have the most engagement, especially with youngsters. People can like your post, comment on your post as well as follow your brand. It’s an effective strategy for those brands that use imagery for their marketing and is similar to Pinterest in their way of promotion.

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H&M has made a total of 5,905 posts on Instagram which shows that they are constantly up-to-date and active. This portrays a high enough number which reflects on the kind of success H&M have achieved through this specific platform.

IGTV has been introduced to Instagram recently which is used to promote longer video clips. On H&M IGTV’s, there are mainly campaigns portrayed, and because of their high level of followers, their campaigns have received an achievable amount of interaction from their fans and followers.

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They mainly promote advertisements and collaboration films on this section which end up becoming popular and familiarised with others. They have also taken part in the trend of the Instagram Reels which is similar to Tik-Tok. These are quick videos of behind the scene’s collaborations.

Followers: 36.2M

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SOCIAL MEDIA MARKETING PLATFORM’S Fig 94.

Pinterest is another good, successful social media platform for fashion brands like H&M. This is because everything is communicated via pictures which is effective as it helps the brand build more fans and followers.

Personally, I have used Pinterest for my own research for H&M as you can get a better understanding through the visuals of what their latest fashion and must-have pieces are.

This has helped me get inspired with the post-production side of things as I have created styling boards and pinned certain images from H&M, saving them to my own board.

Most of their content on Pinterest are stills but you do get the odd advertisement which has been formatted into a moving image. This is successful because it’s quick and you don’t lose interest straight away. This is mostly informative and portrays a short process.

Followers: 1.2M

Fig 147.

Fig 93.

SOCIAL MEDIA MARKETING PLATFORM’S

H&M also uses the social media platform, LinkedIn. This is a social network mainly used for career and business professionals to connect with one another.

Fig 95.

Fig 96.

In the brands bio, it states, “Together we make it possible!”. This proves that the brand goes by the “H&M Spirit” which covers seven, significant values. The brand also has an active presence on LinkedIn, posting regularly, keeping their consumers deeply engaged with their efficiency.

They engage with their consumers on a more professional level, using short films to inform their audience, as well as keeping them up-to-date with how the brand is operating and how they support each other as a company. They also make it clear that sustainability is the brands main focus point, convincing their customers to be more aware of our planet and to focus on ways we can prevent pollution and waste.

LinkedIn is more communication based as H&M also uploads videos that show, in conversation with… which can be quite enlightening to view as it shows how H&M are growing as a company and what obstacles they face every day as one of the top retailers in the industry.

Followers: 1,598,033

Fig 148.

H&M has showcased more than 650 videos on its Youtube account. This platform is to promote, but to also create long term relationships with its consumers through profound engagement. I have noticed that H&M focus on story-telling throughout some of their films, especially through their collaboration ones.

Fig 149.

Key-words:

H&M CONSCIOUS EXCLUSIVE FASHION FILM

Sustainable Creative Clear Informative Conscious Environmental Natural Complex Grid-like

I like the combination of sustainability and creativity within this video, thinking of fashion and sustainability as one.

I was drawn to how the visual representation in this video complements the women’s voice-over. There are stunning visuals of the earth’s natural habitat during this short film; containing sudden shots of flowers blooming as well as waves crashing.

This is a nice addition to the video as it makes the consumer more subconsciously aware of how beautiful the world is in terms of nature.

I also love the editing styles in this video because it portrays the model in one shot and then nature in another. These shots are also then combined together making the video more complex and grid-like.

Fig 97.

ERDEM X H&M: THE SECRET LIFE OF FLOWERS BY BAY LUHRMANN Key-words: I was exceptionally drawn to this specific collaboration between Erdem and H&M. There is a narrative to this film as the director, Baz Luhrmann wanted it to be presented like an entire movie. His aim was to depict a modern love story, set in a house full of secrets.

Unique Spectacular Fantasy Cinematic Passionate Drama and vivacity Modern Mysterious Story-telling

He wanted to portray the fact that that it can be a harsh world out there when entering a stormy winter, but in here, the things that really matter keep going in an eternal spring.

The narrative to this story is influenced

by Erdem’s celebrated floral prints which are portrayed extravagantly throughout this film.

There is an autumnal vibe to this film which is what engaged me entirely.

The colours are rustic, giving off a warm type of energy. The setting is unique, delicate and spectacular as inside the mansion, the interior design is full of blooming flowers growing out of the interior space, creating an imaginative speculation.

I am also drawn to the mixture of sound recordings in the film where they have the normal musical soundtrack on in the background as well as having the VoiceOver and the natural sounds of nature alongside this. I’ve realised that this is something I want to accomplish in my own fashion film.

Fig 98.

BALMAIN X H&M

Key-words: Rich Attitude Energetic Modern Urban chic Classic Strong silhouette’s Story-telling Sci-fi Avant garde Creepy Futuristic

I was also drawn to the H&M x Balmain collaboration as it stars Kendall Jenner. This is huge for H&M as celebrities like Kendall who have 142M followers on Instagram put H&M in the lime light, increasing their public relations and their sales.

I loved the editing within this video as all the way through, there were quick cuts, keeping to the same beats, implying energy and chaos. This reflected onto the theme of the film which was very modern and sci-fi like.

Fig 99.

I thought it was very futuristic, especially with the choice of atmosphere and location. The outfits used during this film were also very avantgarde and luxury as they were bright, tailored and had additional detailing.

HOW DOES H&M USE ITS PACKAGING? Packaging is important for H&M as their mission is to become a fully sustainable brand by 2030, wanting all of their materials used in their packaging to be from recycled sourced materials. The H&M group have set clear goals and targets to make sure their packaging is involved in the process of them becoming a circular business.

They have collaborated with The New Plastic Economy- Global Commitment which is led by the Ellen MacArthur Foundation to help put a stop to plastic pollution. “By 2025 we commit to reduce plastic packaging by 25%, replace single-use plastic packaging with reusable alternatives where possible, eliminate all problematic or unnecessary plastic, and ensure that at least 25% of the plastic we use is from recycled content.”- H&M Group At the moment, H&M uses plastic and paper packaging, but they have now committed to Canopy’s Pack4Good scheme which has led them to recognise that single-use packaging utilises an impact on ecosystems at the resource extraction point, alongside the production and the disposal.

Fig 100.

Commitments by the H&M Group: Ensuring the paper-based packaging we use does not include fibre sourced from Ancient and Endangered Forests by the end of 2022.

Prioritise innovative packaging design to reduce overall material needs.

Give preference to paper-based packaging with high-recycled content, specifically post-consumer waste content.

Source forest fibre from forests certified under the Forest Stewardship Council (FSC) system, including any plantation fibre, when recycled fibre and agricultural residue fibre is unattainable.

Fig 101.

H&M Group (2010b). Packaging. [online] Hmgroup.com. Available at: https://hmgroup.com/sustainability/circular-and-climate-positive/packaging.html [Accessed 6 Dec. 2020].

HOW DOES H&M USE ITS WEBSITE? H&M display their sales in bold, red banners so that customers are more aware of this. This is an effective strategy because it is simplistic and easily identifiable.

Fig 102.

Fig 103.

This encourages their consumers to read through this, keeping them in the loop with the brand.

As you know, H&M are trying to become a more sustainable brand and are hoping to do this by 2030.

H&M have an option on their website which states, ‘You might like’.

This creates circular frames around specific sections that you may have come across beforehand whilst shopping, basing it off of what you’ve previously looked at that’s got similar taste.

This is also a good sales strategy as it keeps the consumer interested and makes them want to shop around more.

H&M have also got their own magazine promoted through their website. This is aesthetically pleasing as it is presented clearly with a welcoming/ friendly touch.

Fig 104.

They already have a Conscious Line which carries out a more sustainable fashion future, but they’re not a fully sustainable brand as of yet.

To encourage their consumers on the outside, they have created a magazine which provides information on ‘inside H&M’ which lets their consumers know what they’re up to and how they are planning on changing the brand to a more sustainable one.

HOW DOES H&M USE ITS WEBSITE? Fig 105.

H&M have also included a variety of links on their home page, and when you navigate over to the Women’s link, it presents itself with a long list of different products which is clearly laid out with regular and bold typefaces.

However, one thing I will say about having this long list is that it can be quite tricky to find something by having so many pieces of text.

On another note though, it is very well organised into diverse sections, including, new arrivals, offers, trending now, etc.

This can make it easier for customers to navigate and can also lead to finding things quicker as it is broken down for you.

Fig 106.

When looking through H&M’s website, I noticed that they do have a ‘Sustainability’ link which takes you to this beautiful collage of images.

I was really drawn to the colour palette of this as well as the simplicity of text and equality.

This is relevant because I am focusing on the brands Conscious Line for my Fashion F i l m U n i t , s o i t ’s r e a l l y interesting to see their fight against change for fashion.

I personally like how they are using their website visually as well as informatively.

HOW DOES H&M USE ITS NEWSLETTER? H&M’s newsletter is a powerful marketing and communication tool that informs their consumers about their products, what’s hot in the world of f a s h i o n , b e a u t y, a n d home decor.

Customers also get inside info to the latest membership rewards and events. This helps build a deeper relationship with their customers, giving them an insight to the exclusive discounts and sales.

As you can see, I have subscribed to the H&M newsletter already because I personally like to shop here. I have taken a few screenshots which portray some examples of how they lay them out.

H&M grab your attention using these attractive subject lines which are kept short and sweet. They also provide useful content as they use short, descriptive sentences which keep you informed as well as interested.

Fig 107.

Fig 108.

Fig 109.

H&M also keep their layout aesthetic the same on all social media accounts, as well as their marketing platforms; it’s very neutral, clear and simplistic which is easy for consumers to read.

I would also say that the brand makes good use of their images and colours as their visual identity is fairly neutral and can sometimes include bold, red banners which relates back to H&M’s original brand colours.

The colour, red represents the brands identity and also its heritage. Numbers also grab the readers attention as they are mainly used to promote prices and discounts.

This is clear and appealing to the consumer as if they visually like something that’s been promoted through a n e w s l e t t e r, t h e y a r e immediately aware of the price and do not have to go searching.

Fig 110.

HOW DOES H&M USE ITS MAGAZINE’S? H&M’s magazine is an insight into the brands fashion, beauty and culture; they call this ‘inside H&M’. This provides information about H&M’s missions and goals, as well as, interesting collections and further collaborations. You can read each story, whichever stands out to you the most and get an incline into what the brand has to offer. They use a balance of visuals as well as written communication within this digital magazine. This grabs the attention from the reader, as if there’s a lot of writing, this doesn’t appeal to the consumer massively, so mixing it up with visuals makes a difference.

I think this is a great marketing scheme for the brand as it is different and engages their consumers in a deeper way. There is also a focus on film within this magazine as for example, if I click on the Conscious Exclusive A/W20 story and then scroll down to the bottom of the page, there is an option to ‘shop the story’.

This is a catchy slogan in itself which defines the brands identity overall. This then takes me to a neutralistic page with an informative fashion film up the top, resulting in a mixture of digital media and visuals which is aesthetically pleasing for the consumer. This has made me recognise film in a diverse way as it can really help to engage the customer in more depth.

Fig 111.

Fig 112.

You can experience events like this one!

H&M CLUB “Gaining over 100 million members really is a big milestone for us, but also just the start as we have so much more in the pipeline for our fans”Samuel Holst

The H&M Membership Club allows members to receive exclusive offers and discounts where you can collect points in-store and online. The perks of becoming a member enables you to unlock special rewards as well as having the opportunity for event invitations and much more.

You can join H&M at fashion shows, shopping events and can also take part in their exclusive deals. Members also benefit from free delivery and can become a plus member once they have reached 300 points.

I think being a-part of the H&M Club is really beneficial to customers as it can make you feel like part of the team as you are receiving engaging support from the company. This proves their loyalties and that the customer is always their main focus. H&M’s Membership aims to build long-lasting relationships with their consumers and also covers 26 out of 74 markets which is growing every day.

H&M (n.d.). H&M Club Information. [online] H&M. Available at: https://www2.hm.com/en_gb/hmclub/info.guest.html [Accessed 2020].

Fig 113.

@hm

Fig 114.

H&M Studio sells limited edition designs which is developed by a dedicated in-house design team within H&M’s Stockholm atelier. These are mainly in line with traditional, global fashion schedules.

H&M’s Studio Collection SS20 celebrated its launch in Beverly Hills as an event. This collection was made for a modern, individual woman with an exciting and extravagant style. The designs are fulfilled with eccentric colours, such as hot pinks, electric blues and vibrant yellows.

This is H&M’s best studio collection yet.

Fig 115.

H&M Studio.

The set design for this event was filled with lights and filters to reflect elements from the collection’s colourful palette. This was aesthetically pleasing to the eye as the bright colours contrasted against the natural environment of the hills in the distance.

The guests for this event included celebrities such as, Jourdan Dunn, Paloma Elsesser, Billie Lourd and Selah Marley. They all had invites to this event to view H&M’s new collection whilst dressed in H&M Studio.

Jameela Jamil was also present at the event wearing the same collection, but was present as the DJ for the evening.

H&M Studio is fairly luxurious compared to its other sections within the brand. I think this gives the brand a sense of opulence because most other high-street brands do not have the advantage of putting on these events.

I visited H&M in Bluewater and was able to capture some inside the store images to focus on how the brand expresses its personality to their consumer’s.

This links back onto my previous two slides when I used key-words such as clean, simplistic and structured.

Brand Personality of their Stores: Bright Sophisticated Clean Simplistic Neutral Structured Trendy Fashionable Unique

Bluewater

My in-store Experience.

I also visited H&M in Maidstone which had a very similar setting. This means that H&M successfully express their brand identity exceptionally well, keeping their style very contemporary and modern.

I find their stores very warm and welcoming as they are filled with brightness and sophistication. They also represent the same store layout in both stores which is appealing to its consumer. This results in the customer knowing where every product segment is without fail.

Their statement colour is also very clear as you enter their store’s as they use the beige womenswear trend as their forefront, welcoming more consumers in, portraying that H&M are very successful with adapting to the latest trends on the market.

H&M also have the advantage of being able to use mannequins in their store windows which can draw more customers inwards as it gives them more of an idea of how particular merchandise is styled and worn. It also gives the consumer a heads up to what’s in at that moment in time and what’s selling.

Maidstone

My in-store Experience.

H&M KNIT TREND BOARD Fig 117.

Fig 118.

Fig 116.

Trendy Sustainable Stylish

Fig 119.

H&M LIGHT BLAZER TREND BOARD Fig 122.

Fig 121.

Fig 120.

Light-weight Sophisticated Simplistic Fig 123.

H&M VOLUMINOUS TREND BOARD Fig 126.

Fig 125.

Fig 124.

Fashionable Structured Voluminous

Fig 127.

H&M’S SISTER BRANDS 01 Fig 128.

@andotherstories

H&M being one of the most top retailers in the industry also owns seven other brands which include, & Other Stories, Weekday, Cos, Cheap Monday, MONKI, H&M Home and ARKET. These brands are all part of the H&M group which offer a range of similar styles and trends in fashion, beauty, accessories and homewares. They are all entitled to their own unique identities, but also complement each other exceedingly well at the same time. They all offer a sustainable approach, wanting to create a circular fashion future; this being one of the H&M group’s core values. All eight brands including H&M are delighted to give their consumers the best quality for money, also inspiring them to make more sustainable choices.

Fig 129.

@weekdayofficial

& Other Stories offers a high product range with great attention to detail and better value for money. This brand launched in 2013, now offering a total of 60 stores in 16 markets in Europe.

Fig 130.

@cosstores

Weekday is a Swedish denim and fashion brand inspired by youths and street style.

This was founded in 2002 and has been part of the H&M group since 2008. They currently have a balance of women’s and menswear as well as a small section of external brands, shipping to 18 markets as well as having 33 stores in nine different countries.

Cos takes a more modern approach towards their designs. This brand focuses more on the traditional methods, creating timeless looks for men and women. Cos launched in 2007 and takes into consideration the architectural design concept that looks at buildings’ original features. They are committed to supporting the world of art, creating eccentric projects for the brand, making it exceptionally unique.

H&M’S SISTER BRANDS 02 Cheap Monday is a Swedish jeans-wear brand which was founded in 2004 and has also been part of the H&M group since 2008. They are mainly a sustainable brand that comes across quite rebellious. All regular cotton used in its collections was replaced by organic or recycled cotton back in 2017. They are constantly increasing their use of sustainable sourced materials and are mainly found through selected retailers.

Fig 131.

@cheapmonday @monki

@hmhome

Fig 132.

MONKI is very unique as it mixes Scandinavian style with street style. They want to empower young women to stand up for themselves and others, whilst sticking to the concept about being brave and friendly.

H&M Home launched in 2009. This is part of H&M and offers fashionable and stylish interior for the home. This includes additional trendy decor for your living rooms, kitchens, bedrooms, bathrooms and children’s rooms. H&M Home’s goal is to offer a more contemporary style to your home furnishings in a variety of diverse forms; they take a more modern approach, offering their products with design and quality at its best value for price.

Fig 133.

Fig 134.

@arketofficial

Lastly, ARKET is also part of the H&M Group. Their market offers a more modern approach, selling essential products for men, women, children and also includes a home-wear section. Most ARKET stores contain a small cafe which is very modern and also fits in with their contemporary style. Their products are fairly expensive but are well-made, durable items which are designed to be taken care of and cherished for a long time. They are originally based in Stockholm but opened their first store in London on Regent Street back in August, 2017. Their clothes are perfectly refined and are made to be styled in a variety of different ways. This allows the consumer to find their ideal outfit attire.

GAP’S IN THE MARKET Their womenswear department seems to be at the fore-front of the store the majority of the time. H&M are known to have a large bulk assortment of this particular product range in comparison to their menswear or children’s sections. Unlike other high-street brands, this isn’t necessarily balanced across their stores which shows an un-equal quantity.

When I’ve personally visited H&M stores in the UK; I have noticed that as soon as you walk in, the womenswear section takes over. This relates to the fact that H&M have a wider range amount of offerings for womenswear, bigger than most other high street brands like Zara for example.

Moreover, there could also be a gap in H&M’s design for packaging. From my previous slide of what H&M’s packaging looks like, it is very simplistic again, matching the conceptual layout of their website.

This could be developed by creating a newer design for their packaging, something that supports their main core value of the brand which is sustainability. Instead of renewing their packaging, making it more pretty, it could be made from more recycled materials, but instead of creating one design, there could be a total of three designs, sending more of a message to its consumers… for example, an idea being that one form of creative packaging could be designed with illustrations of flowers. This visually communicates nature as a positive to its consumer, as well as making it more exciting for the customer to open.

Another gap in the market that I have noticed in terms of marketing is the fact that H&M keep their website very simplistic, which don’t get me wrong, can be very effective at times. However, Zara are exceeding H&M at this moment in time, receiving more sales etc. This could be potentially because of the way Zara present themselves through their website; this is very luxurious compared to H&M’s representation on their website, but this could be because H&M targets a younger generation, so in this case they need to accommodate for 15 year olds.

Moreover, as soon as you visit Zara’s home screen on their website, they offer some sort of editorial advertisement. The focus here is on film which makes their website look somewhat more effective as they are interpreting newer and more effective ways to grab the consumer’s attention.

I’ve realised that H&M don’t use much film on their website, especially on their home screen. This could be a gap in the market for the brand as if they included some form of moving image, this could then venture onto bigger and better things for the brand; more opportunities.

Another one of H&M’s gaps is that they don’t have one main celebrity ambassador for H&M as a whole. They have a group of 23 celebrity ambassador/ influencers and have done many collaborations with famous designs, but they don’t have one consistent celebrity brand ambassador for the face of the brand.

One way you could answer this is having a brand ambassador for each section of the brand. This would make it easier to specify what product is what and would also make it easier to follow each of the trends for each gender section. This would also create an equal balance between the diverse sectors as there would be a brand ambassador for each one, supporting their section.

GAP QUESTION

How can I make H&M luxurious for more of the older target market to enjoy?

H&M’s website is kept very minimalistic as well as simplistic compared to their main competitor’s website, Zara. This brand (Zara) is exceeding H&M sales at the moment and this could be due to the way Zara present their website luxuriously, drawing more consumers into their brand.

H&M does have a younger generation (15 year olds) so this could be why their layout is quite simple and straight forward. However, H&M’s target audience is very broad meaning that they need to try and accommodate for every one of their consumers.

Moreover, a 25-30 year old may find it more attractive if a section of H&M’s membership on their website was portrayed more luxuriously to go with the theme of some of H&M’s premium quality designs.

To answer this GAP question, I thought I could make H&M more luxurious, doing something within the member’s membership. This would make sense as most of the people that are joined to H&M Membership are more around the age range between 20-30. This would give H&M a chance to exceed their sales by presenting a section within their membership page more beautifully as well as keeping to the minimalistic aesthetic on their home page for more of the younger generation to enjoy.

IMAGE REFERENCES 01 Fig 1. Cantu, D. (n.d.). Minimal Female Figure. [Digital] Available at: https://www.etsy.com/listing/634122846/woman-line-abstract-single-line-print? utm_medium=SellerListingTools&utm_campaign=Share&utm_source=Raw&share_time=1538446287000&utm_term=so.slt [Accessed 05 Nov. 2020]. Woman Line Abstract Art, Single Line Print, One Line Drawing Wall Art, Minimal Line Illustration Artwork, Simplistic Line Figure, Nude Art. Fig 2. Almassi, Hannah. “Princess Di’s Most Minimal Outfits Can Basically Be Bought at Arket, COS and H&M.” Who What Wear UK, 30 June 2019, www.whowhatwear.co.uk/princess-diana-minimal-outfits/slide11. Accessed 05 Nov. 2020.

Fig 3. Environmental Audit Committee UK House of Commons. Pinimg.com, 2020, i.pinimg.com/originals/2d/a7/e9/2da7e9945b1f4aa7629170227e38882a.jpg. Accessed 05 Nov. 2020.

Fig 4. H&M. “H&M | Online Fashion, Homeware & Kids Clothes | H&M GB.” H&M, www2.hm.com/en_gb/index.html?utm_source=pinterest&utm_medium=craving-checks-and-creamsets&epik=dj0yJnU9aGx1aEN4LUJwME80V1JRNWcteDY3QXRRV1V5aUUzekomcD0wJm49Z2M2Y1QzQUdhZ2p6RHg3LTM0Y1UwdyZ0PUFBQUFBRl9DVTNr. Accessed 05 Nov. 2020.

Fig 5. Lena. “Studying and Living in Lund Sweden through the Eyes of Alumni: What Is It Like?” Travel Monkey, 29 Feb. 2016, www.travel-monkey.com/like-live-study-lund-sweden/. Accessed 05 Nov. 2020.

Fig 6. C, Rita, and ida. “BEIGE: COME ABBINARLO.” Il Blog Di Rita Candida, 9 Nov. 2019, ritacandida.com/2019/11/09/beige-come-abbinarlo/. Accessed 05 Nov. 2020.

Fig 7. Michelle, Kelly. “Exploring Snowshill Manor & Taking Time to Sniff the Lavender.” Around the World in 80 Pairs of Shoes, 22 Aug. 2016, www.aroundtheworldin80pairsofshoes.com/travel/exploring-snowshill-manortaking-time-to-sniff-the-lavender/. Accessed 08 Nov. 2020.

Fig 8. love, We Heart It | Get lost in what you. “Infinityhopedream Uploaded by LineVe on We Heart It.” We Heart It, weheartit.com/entry/281094890/via/mathildechamberland?page=4. Accessed 08 Nov. 2020.

Fig 9. The Lane. “The Lane x Esqueleto Stacks - Style Guide The Lane.” The Lane, 18 Dec. 2016, thelane.com/the-lane-x-esqueleto-stacks/. Accessed 08 Nov. 2020.

Fig 10. Moodelicate. “Https://Twitter.com/Moodelicate/Status/1172905953865478145.” Twitter, 14 Sept. 2019, twitter.com/moodelicate/status/1172905953865478145. Accessed 08 Nov. 2020.

Fig 11. Scheme Color. “H&M Logo Color Scheme» Brand and Logo» SchemeColor.com.” Www.Schemecolor.com, www.schemecolor.com/hm-logo-colors.php. Accessed 08 Nov. 2020.

Fig 12. Yang, Vy. “Tictail Celebrates Original Female-Founded Design for Women’s History Month.” Design Milk, 26 Mar. 2018, design-milk.com/tictail-celebrates-original-female-founded-design-womens-history-month/.

Accessed 08 Nov. 2020.

IMAGE REFERENCES 02 Fig 13. Pithers, Ellie. “H&M Autumn/Winter 2016 Ready-To-Wear.” British Vogue, 2 Mar. 2016, www.vogue.co.uk/shows/autumn-winter-2016-ready-to-wear/hm/collection#99kazwlpplJ. Accessed 09 Nov. 2020. Look 11.

Fig 14. Pithers, Ellie. “H&M Autumn/Winter 2016 Ready-To-Wear.” British Vogue, 2 Mar. 2016, www.vogue.co.uk/shows/autumn-winter-2016-ready-to-wear/hm/collection#VGPeoDAonaw. Accessed 09 Nov. 2020. Look 5.

Fig 15. You Magazine. “H&M Collaborates with Giuliva Heritage on a ‘Back to the Office’ Inspired Line - YOU Magazine.” YOU Magazine, 25 Aug. 2020, www.you.co.uk/hm-giuliva-heritage-collaboration/. Accessed 09 Nov. 2020.

Fig 16. Staff Writer. “Giuliva Heritage x H&M Collection.” SNAP TASTE, 3 Sept. 2020, www.snaptaste.com/giuliva-heritage-x-hm-collection/. Accessed 09 Nov. 2020.

Fig 17. Tamame, Grazya. “Conscious Exclusive 2019: La Colección de H&M Más Innovadora y Sensual.” Hoy Magazine, 9 Apr. 2019, www.hoymagazine.es/conscious-exclusive-2019-la-coleccion-de-hm-mas-innovadora-ysensual/. Accessed 09 Nov. 2020.

Fig 18. “Rain.” Regainingparadise, 25 Apr. 2007, regainingparadise.wordpress.com/category/rain/. Accessed 10 Nov. 2020.

Fig 19. “Forever, c’est Pour Les Rêveurs...” Forever, c’est Pour Les Rêveurs..., versaversa.tumblr.com/post/117905208839/umbrella-ferns-par-anders-lanzen-dainree-national. Accessed 10 Nov. 2020.

Fig 20. “Erling - The Erling-Persson Family FoundationThe Erling-Persson Family Foundation.” Familjenerlingperssonsstiftelse.Se, familjenerlingperssonsstiftelse.se/en/erling/. Accessed 10 Nov. 2020.

Fig 21. Sustainablefashionideas.com. “Sustainable & Ethical Fashion Quotes,” Pinterest. Accessed 10 Nov. 2020.

Fig 22. PGH Bricks & Pavers. “Fresh Naturals - Styles 2019 | PGH Bricks & Pavers.” Www.Pghbricks.com.Au, www.pghbricks.com.au/inspiration/styles/fresh-naturals. Accessed 10 Nov. 2020.

Fig 23. “H&M Conscious Collection Spring/Summer 2020 (H&M).” MODELS.com, Mar. 2020, models.com/work/hm-hm-conscious-collection-springsummer-2020. Accessed 10 Nov. 2020. Photographer, Glen Luchford.

Fig 24. Emily Farra. “Vince Fall 2019 Ready-to-Wear Fashion Show.” Vogue, 10 Feb. 2019, www.vogue.com/fashion-shows/fall-2019-ready-to-wear/vince/slideshow/collection#1. Accessed 10 Nov. 2020.

Fig 25. Fashion Gone Rogue. Rosario Dawson, Anja Rubik Chase The Sun In H&M Conscious Collection. 9 Apr. 2012, www.fashiongonerogue.com/hm-conscious-collection-2019-campaign/? utm_source=ActiveCampaign&utm_medium=email&utm_content=Fashion+Gone+Rogue+Digest+-+Ashley+Graham+is+a+90+s+Babe+in+Swimsuits+for+All+Resort+2019+Ads+ %2B+More&utm_campaign=FGR+Daily+Digest. Accessed 15 Nov. 2020.

Fig 26. Ahrens, Julia. “What Does ‘Ethically Made’ Mean Exactly?” Miakoda, Julia Ahrens, 28 Aug. 2018, www.miakodanewyork.com/blog/ethicallymade? utm_medium=social&utm_source=pinterest&utm_campaign=tailwind_tribes&utm_content=tribes&utm_term=483829536_17129878_479802. Accessed 15 Nov. 2020.

Fig 27. sirthelabel.com. “SIR the Label | Separates, Intimates, Ready to Wear.” SIR., us.sirthelabel.com/. Accessed 15 Nov. 2020. Originally from Pinterest.

Fig 28. Mercari. “H&M Conscious EXCLUSIVE Kaftan Dress on Mercari.” Mercari: The Selling App, 21 Nov. 2019, www.mercari.com/us/item/m87963433005/? url_scheme=item%2FopenDetail&referer=pinterest_shopping&id=m87963433005. Accessed 15 Nov. 2020. Originally from Pinterest.

IMAGE REFERENCES 03 Fig 29. “WE.INSPIRED Ep.1 Natural — Коллекция Весна-Осень.” Namelazz, namelazz.com/lookbook/we.inspired-ep.1-natural/. Accessed 15 Nov. 2020.

Fig 30. “Blooming: 12 Chic Summer Looks from Zara.” Fashion Gone Rogue, 8 May 2017, www.fashiongonerogue.com/zara-summer-2017-trends-lookbook/. Accessed 15 Nov. 2020.

Fig 31. “H&M CONSCIOUS SPRING 2019 (H&M).” MODELS.com, 2019, models.com/work/hm-hm-conscious-spring-2019/1112070. Accessed 15 Nov. 2020. Photographer, Christian MacDonald.

Fig 32. Marci, Kayla. “Zara vs H&M. EDITED Compares the Apparel Retailers’ Strategies.” EDITED, 21 Apr. 2019, edited.com/resources/zara-vs-hm-whos-in-the-global-lead/. Accessed 15 Nov. 2020.

Fig 33. H&M Logo. “Hennes & Mauritz Logo and Symbol, Meaning, History, PNG.” 1000logos.net, 8 Feb. 2017, 1000logos.net/hm-logo/. Accessed 15 Nov. 2020.

Fig 34. “H&M Brand Identity by Open Studio.” Www.Openstudiostockholm.com, www.openstudiostockholm.com/HM_Identity. Accessed 15 Nov. 2020.

Fig 35. Coolors.co. (n.d.). #CD2026 Color info - Coolors. [online] Available at: https://coolors.co/cd2026 [Accessed 15 Nov. 2020].

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Fig 37. H&M [1999] H&M Most Recent Logo. [Logo] At: https://www2.hm.com/en_gb/index.html. Accessed 05 Nov. 2020.

Fig 38. H&M’s Homepage Website Layout (2020) [Website, screenshot] At: https://www2.hm.com/en_gb/index.html. Accessed 22 Nov. 2020.

Fig 39. H&M’s Instagram Feed Layout (2020) [Instagram, screenshot] At: https://www.instagram.com/hm/. Accessed 22 Nov. 2020.

Fig 40. H&M’s Instagram Story Highlights (2020) [Instagram Stories, screenshot] At: https://www.instagram.com/stories/highlights/18115307653164474/. Accessed 22 Nov. 2020.

Fig 41. “Emerging Adulthood and Young Adult Mental Health | Resources to Recover.” Resources To Recover, 21 June 2017, www.rtor.org/emerging-adults/. Accessed 22 Nov. 2020.

Fig 42. Bhatia, Billie. “Why We Fell Back in Love with Beige (and How to Wear It Now).” Stylist, Stylist, 28 Jan. 2019, www.stylist.co.uk/fashion/beige-fashion-trend-2019-spring-summer-colours-styling-ideas/248523.

Accessed 22 Nov. 2020.

Fig 43. Carder, Sabrina. “All the Non-Boring Ways to Wear Beige in 2019.” Www.Standard.co.uk, 10 Mar. 2019, www.standard.co.uk/insider/fashion/how-to-wear-beige-in-2019-a4079381.html. Accessed 22 Nov. 2020.

Fig 44. Marjorie van Elven. “How Sustainable Is Recycled Polyester?” Fashionunited.Uk, Fashionunited, 15 Nov. 2018, fashionunited.uk/news/fashion/how-sustainable-is-recycled-polyester/2018111540000. Accessed 22 Nov. 2020.

Fig 45. Staff, Intelligencer. “Is Sustainable Fashion More Than Just a Trend?” Intelligencer, 11 Sept. 2020, nymag.com/intelligencer/2020/09/is-sustainable-fashion-more-than-just-a-trend.html. Accessed 22 Nov. 2020.

IMAGE REFERENCES 04 Fig 46. Fashion, I. Knock. “Sustainable Fashion Is The New Trend And It’s Here To Stay.” Medium, 13 Aug. 2019, iknockfashion.medium.com/sustainable-fashion-is-the-new-trend-and-its-here-to-stay-f945b73cfdff.

Accessed 22 Nov. 2020.

Fig 47. Reuters, Daily Sabah with. “Turkey to Require Social Media Giants to Appoint Local Representatives.” Daily Sabah, 10 Apr. 2020, www.dailysabah.com/business/tech/turkey-to-require-social-media-giants-toappoint-local-representatives. Accessed 22 Nov. 2020.

Fig 48. Maeve. “ZINE’s Top 10 UK Fashion Influencers [On Instagram].” Blog.Zine.Co, 17 May 2018, blog.zine.co/zines-top-10-uk-fashion-influencers-on-instagram. Accessed 22 Nov. 2020.

Fig 49. DeAcetis, Joseph. “Saks Is Evolving To The New Way Customers Shop And Experience Beauty.” Forbes, www.forbes.com/sites/josephdeacetis/2020/08/17/saks-is-evolving-to-the-new-way-customers-shop-andexperience-beauty/?sh=662079b67db4. Accessed 22 Nov. 2020. Tom Ford Beauty FW20/21 Courtesy of Tom Ford.

Fig 50. “Evergreen Indoor House Plants Collection Clean Air Purifying Scandi Lifestyle Real Plants with Unique Foliage & Eye Catching Designs, 3 x Scandi Houseplant Lucky Dip by Thompson and Morgan: Amazon.co.uk: Garden & Outdoors.” Www.Amazon.co.uk, www.amazon.co.uk/Evergreen-Collection-Houseplant-Thompson-Morgan/dp/B07G78JMB5. Accessed 22 Nov. 2020. Originally on Google Images.

Fig 51. Cano, Xavier Places i. “Winners in Fashion Retailing Need to Optimize Inventory and Boost Supply Chain Agility.” Openbravo Blog, 12 July 2018, www.openbravo.com/blog/winners-in-fashion-retailing-need-tooptimize-inventory-and-boost-supply-chain-agility/. Accessed 22 Nov. 2020. H&M Store Layout.

Fig 52. Ralphs, Darren. “Sustainable Clothing - Is the Fashion Industry Ready for Ethical Clothing?” UK, 13 Mar. 2019, uk.liveareacx.com/public-case-study/fashion-and-apparel/fashion-brands-sustainability/. Accessed 22 Nov. 2020.

Fig 53. Pavitt, Charlotte. “Beige Brigade: How Did The Once-Boring Colour Become The Uniform For Fashion Insiders?” Grazia, 18 Feb. 2020, graziadaily.co.uk/fashion/shopping/beige-street-style-trend/. Accessed 22 Nov. 2020.

Fig 54. Instagram post by Ellenvlora with user comments [2019] [Instagram, screenshot] At: https://www.instagram.com/p/BxQprvMpL4R/. Accessed 24 Nov. 2020.

Fig 55. Instagram post by Littleblackboots with user comments [2020] [Instagram, screenshot] At: https://www.instagram.com/p/B8ZxvQWAjtA/. Accessed 24 Nov. 2020.

Fig 56. Instagram post by Jessimalay with user comments [2020] [Instagram, screenshot] At: https://www.instagram.com/p/CHEgZz-AIj1/. Accessed 24 Nov. 2020.

Fig 57. Instagram post by Briitanyxavier with user comments [2020] [Instagram, screenshot] At: https://www.instagram.com/p/CDJxUxqATek/. Accessed 24 Nov. 2020.

Fig 58. Instagram post by Hangtw with user comments [2020] [Instagram, screenshot] At: https://www.instagram.com/p/CFNZycLjXs6/. Accessed 24 Nov. 2020.

Fig 59. Instagram post by Myfashionbreak with user comments [2020] [Instagram, screenshot] At: https://www.instagram.com/p/B9CbN-dqCvj/. Accessed 24 Nov. 2020.

Fig 60. Instagram post by Darion_famous with user comments [2020] [Instagram, screenshot] At: https://www.instagram.com/p/B4DkWS7HfLq/. Accessed 24 Nov. 2020.

IMAGE REFERENCES 05 Fig 61. Karl Lagerfeld [2004] Karl Lagerfeld x H&M Designer Collaboration. [Advertisement] At: https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/. Accessed 29 Nov. 2020.

Fig 62. Stella McCartney [2005] Stella McCartney x H&M Designer Collaboration. [Advertisement] At: https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/. Accessed 29 Nov. 2020.

Fig 63. Viktor and Rolf [2006] Viktor and Rolf x H&M Designer Collaboration. [Advertisement] At: https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/. Accessed 29 Nov. 2020.

Fig 64. Robert Cavalli [2007] Robert Cavalli x H&M Designer Collaboration. [Advertisement] At: https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/. Accessed 29 Nov. 2020.

Fig 65. Comme des Garçons [2008] Comme des Garçons x H&M Designer Collaboration. [Advertisement] At: https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/.

Accessed 29 Nov. 2020.

Fig 66. Matthew Williamson [2009] Matthew Williamson x H&M Designer Collaboration. [Advertisement] At: https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/.

Accessed 29 Nov. 2020.

Fig 67. Lanvin [2010] Lanvin x H&M Designer Collaboration. [Advertisement] At: https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/. Accessed 29 Nov. 2020.

Fig 68. Versace [2011-12] Versace x H&M Designer Collaboration. [Advertisement] At: https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/. Accessed 29 Nov. 2020.

Fig 69. Marni [2012] Marni x H&M Designer Collaboration. [Advertisement] At: https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/. Accessed 29 Nov. 2020.

Fig 70. Maison Martin Margiela [2012] Maison Martin Margiela x H&M Designer Collaboration. [Advertisement] At: https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/.

Accessed 29 Nov. 2020.

Fig 71. Isabel Marant [2013] Isabel Marant x H&M Designer Collaboration. [Advertisement] At: https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/. Accessed 29 Nov. 2020.

Fig 72. Alexander Wang [2014] Alexander Wang x H&M Designer Collaboration. [Advertisement] At: https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/. Accessed 29 Nov. 2020.

Fig 73. Balmain [2015] Balmain x H&M Designer Collaboration. [Advertisement] At: https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/. Accessed 29 Nov. 2020.

Fig 74. Kenzo [2016] Kenzo x H&M Designer Collaboration. [Advertisement] At: https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/. Accessed 29 Nov. 2020 Fig 75. Erdem [2017] Erdem x H&M Designer Collaboration. [Advertisement] At: https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/. Accessed 29 Nov. 2020.

Fig 76. Moschino [2018] Moschino x H&M Designer Collaboration [Advertisement] At: https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/. Accessed 29 Nov. 2020.

IMAGE REFERENCES 06 Fig 77. H&M Conscious Exclusive [2019] [Advertisement Video] [Facebook, screen-recording] At: https://www.facebook.com/526372994152420/videos/435943196949726. Accessed 30 Nov. 2020.

Fig 78. H&M Conscious Exclusive [2019] [Advertisement Video] [Facebook, screen-recording] At: https://www.facebook.com/526372994152420/videos/1666385906996305. Accessed 30 Nov. 2020.

Fig 79. H&M’s Facebook Homepage [Facebook page, screenshot] At: https://www.facebook.com/hmunitedkingdom/videos/?ref=page_internal. Accessed 30 Nov. 2020.

Fig 80. H&M [2020] H&M Break-through [Photograph] At: https://www.facebook.com/hmunitedkingdom/photos/2844756845647345. Accessed 30 Nov. 2020.

Fig 81. Introducing: Tomorrow’s mainstream fashion [2019] [Facebook photos, screenshot] At: https://www.facebook.com/hmunitedkingdom/photos/1996186557171049. Accessed 30 Nov. 2020.

Fig 82. H&M”s Twitter Homepage Feed [Twitter feed, screenshot] At: https://twitter.com/hm. Accessed 30 Nov. 2020.

Fig 83. H&M SZA Artist and Activist joins in on the recycling revolution [2020] [Advertisement Video] [Twitter, screen-recording] At: https://twitter.com/hm/media. Accessed 30 Nov. 2020.

Fig 84. H&M [2020] The Vampire’s Wife Collection [Photograph] At: https://twitter.com/hm/status/1318899835282522114/photo/1. Accessed 30 Nov. 2020.

Fig 85. H&M’s Twitter Feed [2020] Natural fabrics, shiny metallics and futuristic accessories [Twitter feed, screenshot] At: https://twitter.com/hm/media. Accessed 30 Nov. 2020.

Fig 86. H&M’s Twitter Feed [2020] Natural fabrics, shiny metallics and futuristic accessories [Twitter feed, screen-recording] At: https://twitter.com/hm/media. Accessed 30 Nov. 2020.

Fig 87. H&M’s Instagram Feed [Instagram page, screenshot] At: https://www.instagram.com/hm/. Accessed 30 Nov. 2020.

Fig 88. H&M Don’t Let Love be a Stranger [2019] [Advertisement Video/ IGTV] [Instagram, screen-recording] At: https://www.instagram.com/tv/BwRKa0zip0r/. Accessed 30 Nov. 2020.

Fig 89. H&M Recycling Revolution [2020] [Advertisement Video] [Instagram, screen-recording] At: https://www.instagram.com/p/CGPUuMOBLoB/. Accessed 30 Nov. 2020.

Fig 90. H&M Ambassador Re-post [2020] [Instagram, screenshot] At: https://www.instagram.com/p/CHk1NCRBofe/. Accessed 30 Nov. 2020.

Fig 91. H&M A/W 2020 Reel [2020] [Advertisement Video/ Reel] [Instagram, screen-recording] At: https://www.instagram.com/reel/CFhFsreBRd4/. Accessed 30 Nov. 2020.

Fig 92. H&M Moschino Event [2018] [Advertisement Video/ IGTV] [Instagram, screen-recording] At: https://www.instagram.com/tv/BpXzOK0gNXw/. Accessed 30 Nov. 2020.

Fig 93. H&M’s Pinterest Homepage [Pinterest homepage, screenshot] At: https://www.pinterest.co.uk/hm/_created/. Accessed 30 Nov. 2020.

Fig 94. H&M’s Pinterest Feed Giuliva Heritage x H&M [Pinterest, screenshot] At: https://www.pinterest.co.uk/pin/67976275617085628/. Accessed 30 Nov. 2020.

Fig 95. H&M’s LinkedIn Profile [LinkedIn profile, screenshot] At: https://www.linkedin.com/company/h&m. Accessed 30 Nov. 2020.

Fig 96. #HM #HMXCareers [Careers Video] [LinkedIn, screen-recording] At: https://www.linkedin.com/posts/h%26m_hm-hmxcareers-activity-6625385881421271040-GKMc. Accessed 30 Nov. 2020.

IMAGE REFERENCES 07 Fig 97. H&M Conscious Collection: Conscious Exclusive [2015] [Fashion Film] At: https://www.youtube.com/watch?v=U2GEdMhGJR8. Accessed 01 Dec. 2020.

Fig 98. Erdem x H&M: The Secret Life of Flowers by Baz Luhrmann [2017] [Fashion Film] At: https://www.youtube.com/watch?v=PEANC3ipyws. Accessed 01 Dec. 2020.

Fig 99. Balmain x H&M [2015] [Fashion Film] At: https://www.youtube.com/watch?v=L9o96N0AowM. Accessed 01 Dec. 2020.

Fig 100. Pinimg.com. (2020). [online] Available at: https://i.pinimg.com/originals/88/d8/87/88d8878d104a7c039ce4fd888c973249.jpg [Accessed 1 Dec. 2020].

Fig 101. Tan, C. (2015). Starting Next Week, You’d Have To Pay 10 Cents For This H&M Paper Bag. [online] 8 Days. Available at: https://www.8days.sg/liveandlearn/style/starting-next-week-you-d-have-to-pay-10-cents-forthis-h-m-paper-11721814 [Accessed 1 Dec. 2020].

Fig 102. Black Friday pre-offers Sales Banner [2020] [H&M’s Website, screenshot] Accessed 01 Dec. 2020.

Fig 103. H&M Magazine [2020] [H&M’s Website, screenshot] At: https://www2.hm.com/en_gb/life.html. Accessed 01 Dec. 2020.

Fig 104. Suggestion Section of ‘You Might Like’ [2020] [H&M’s Website, screenshot] Accessed 01 Dec. 2020.

Fig 105. Sustainability Section of Website [2020] [H&M’s Website, screenshot] At: https://www2.hm.com/en_gb/hm-sustainability/lets-change.html. Accessed 01 Dec. 2020.

Fig 106. H&M’s Tab Bar [2020] [H&M’s Website, screenshot] At: https://www2.hm.com/en_gb/ladies.html. Accessed 01 Dec. 2020.

Fig 107. H&M Fashion News: Cosy knits to love forever [2020] [Email’s, screenshot] Accessed 01 Dec. 2020.

Fig 108. H&M Fashion News: The new neutrals [2020] [Email’s, screenshot] Accessed 01 Dec. 2020.

Fig 109. H&M Fashion News: When neutral colours meet exaggerated details… [2020] [Email’s, screenshot] Accessed 01 Dec. 2020.

Fig 110. H&M Magazine: Meet the change makers [2020] [H&M’s App, screenshot] Accessed 01 Dec. 2020.

Fig 111. H&M Magazine: Can waste be beautiful? [2020] [H&M’s App, screenshot] Accessed 01 Dec. 2020.

Fig 112. H&M Magazine: Andreea Diaconu [2020] [H&M’s App, screenshot] Accessed 01 Dec. 2020.

Fig 113. H&M. (2018). The best moments from the Moschino [tv] H&M event | H&M GB. [online] Available at: https://www2.hm.com/en_gb/life/fashion/the-circus/moschino--tv--h-m--the-event.html [Accessed 1 Dec. 2020].

IMAGE REFERENCES 08 Fig 114. BFA (2020). H&M Group | 404. [online] about.hm.com. Available at: https://about.hm.com/media/asset-detail.html/content/dam/hmabout/gallery/events/2020/h%26m-studio-ss20/event/Jourdan%20Dunn.jpg.html [Accessed 2 Dec. 2020].

Fig 115. BFA (2020b). H&M Group | 404 02. [online] about.hm.com. Available at: https://about.hm.com/media/asset-detail.html/content/dam/hmabout/gallery/events/2020/h%26m-studio-ss20/event/ Jourdan%2C%20Billie%2C%20Ann-Sofie%20Johansson%2C%20Linda%20Wikell%2C%20Moa%20Bartling%2C%20Paloma%2C%20Selah.jpg.html [Accessed 2 Dec. 2020].

Fig 116. Anastasiou, Z. (2020). This Is the Surprising H&M Item Our Readers Keep Buying This Month. [online] Who What Wear UK. Available at: https://www.whowhatwear.co.uk/hm-knit-vest [Accessed 2 Dec. 2020].

Fig 117. Pinterest. (n.d.). Wallpaper Aesthetic di 2020 | Gaya model pakaian, Gaya busana, Sweter wanita. [online] Available at: https://www.pinterest.co.uk/pin/384494886942698814/ [Accessed 2 Dec. 2020].

Fig 118. Pojer, C. (2020). Fall Investment: The Knit Vest. [online] VIENNA WEDEKIND. Available at: https://viennawedekind.com/2020/09/22/fall-trend-vest/ [Accessed 2 Dec. 2020].

Fig 119. Pinterest. (n.d.). stella 🕊 (@etherealdior) / Twitter in 2020 | Autumn aesthetic, Aesthetic pictures, Brown aesthetic. [online] Available at: https://www.pinterest.co.uk/pin/384494886942699004/ [Accessed 2 Dec. 2020a].

Fig 120. Schuessler, B. (2020). My Family Loves H&M, so I Sourced the Chicest Items Available RN. [online] Who What Wear UK. Available at: https://www.whowhatwear.co.uk/best-spring-shopping-at-hm/slide22 [Accessed 2 Dec. 2020].

Fig 121. Pinterest. (n.d.). Everyone is wearing this & Other Stories blazer on Instagram because it goes with literally everything in 2020 | Fashion, Fashion photoshoot, Blazer outfits. [online] Available at: https:// www.pinterest.co.uk/pin/384494886942699110/ [Accessed 2 Dec. 2020a].

Fig 122. Pinterest. (n.d.). style via @nakdfashion on instagram blazer vintage denim light wash business casual business wear office vibes… | Fashion, Blazer outfits, Urban outfitters clothes. [online] Available at: https:// www.pinterest.co.uk/pin/384494886942699091/ [Accessed 2 Dec. 2020c].

Fig 123. Moded Amour (2019). Vintage Vibes. [online] MODEDAMOUR. Available at: https://www.modedamour.com/blog/2019/8/31/vintage-vibes [Accessed 2 Dec. 2020].

Fig 124. Pinterest. (n.d.). Pin on Idei pentru acasă. [online] Available at: https://www.pinterest.co.uk/pin/384494886942699497/ [Accessed 2 Dec. 2020b].

Fig 125. & Other Stories (n.d.). Voluminous Midi Shirt Dress. [online] & Other Stories. Available at: https://www.stories.com/en_gbp/clothing/dresses/midi-dresses/product.voluminous-midi-shirt-dressbeige.0892348001.html [Accessed 2 Dec. 2020].

Fig 126. Pinterest. (n.d.). BEIGE LOVE | Beige aesthetic, Brown aesthetic, Cream aesthetic. [online] Available at: https://www.pinterest.co.uk/pin/384494886942699413/ [Accessed 2 Dec. 2020a].

Fig 127. Pinterest. (n.d.). Studio Nicholson Doriko Voluminous Pleated Pant in 2020 | Studio nicholson, Aesthetic clothes, Retro outfits. [online] Available at: https://www.pinterest.co.uk/pin/384494886942699427/ [Accessed 2 Dec. 2020e].

Fig 128. & Other Stories [2013] & Other Stories Logo. [Logo] At: https://www.stories.com/en_gbp/index.html. Accessed 02 Dec. 2020.

Fig 129. Weekday [2002] Weekday Logo. [Logo] At: https://www.weekday.com/en_gbp/index.html. Accessed 02 Dec. 2020.

Fig 130. COS [2007] COS Logo. [Logo] At: https://www.cosstores.com/en_gbp/index.html?gclid=EAIaIQobChMIj6_5pbu57QIVx-7tCh243gAcEAAYASAAEgKEYfD_BwE. Accessed 02 Dec. 2020.

IMAGE REFERENCES 09 Fig 131. Cheap Monday [2004] Cheap Monday Logo. [Logo] At: https://www.cheapmonday.com/. Accessed 03 Dec. 2020.

Fig 132. MONKI [2006] MONKI Logo. [Logo] At: https://www.monki.com/en_gbp/index.html?gclid=EAIaIQobChMIu_6sj7y57QIVx57tCh1GMwZOEAAYASAAEgJs2fD_BwE. Accessed 03 Dec. 2020.

Fig 133. H&M Home [2009] H&M Home Logo. [Logo] At: https://www2.hm.com/en_gb/home.html. Accessed 03 Dec. 2020.

Fig 134. ARKET [2017] ARKET Logo. [Logo] At: https://www.arket.com/en_gbp/index.html?gclid=EAIaIQobChMI4_6l6Ly57QIVjrrtCh1DcAi2EAAYASAAEgLWDvD_BwE. Accessed 03 Dec. 2020.

Fig 135. Boohoo [2006] Boohoo Logo. [Logo] At: https://www.boohoo.com/. Accessed 03 Dec. 2020.

Fig 136. ASOS [2000] ASOS Logo. [Logo] At: https://www.asos.com/women/. Accessed 03 Dec. 2020.

Fig 137. Mango [1984] Mango Logo. [Logo] At: https://shop.mango.com/gb/women?&gclid=EAIaIQobChMI-t61so267QIVGODtCh3UcAWWEAAYASAAEgLfavD_BwE&gclsrc=aw.ds. Accessed 03 Dec. 2020.

Fig 138. Topshop [1964] Topshop Logo. [Logo] At: https://www.topshop.com/. Accessed 03 Dec. 2020.

Fig 139. Zara [1974] Zara Logo. [Logo] At: https://www.zara.com/uk/. Accessed 03 Dec. 2020.

Fig 140. Macy’s [1858] Macy’s Logo. [Logo] At: https://www.macys.com/?cm_mmc=Google_Trademark_International-_-Macys_Trademark_Exact_UK_-_G_Macy%27sUnitedKingdom-_-352497228903-_macys%27_e_c_kclickid__kenshoo_clickid__KID_478_85943854_3254657374_352497228903_kwd-1342129598___c_KID_&trackingid=407x612493&m_sc=sem&m_sb=Google&m_tp=Text&m_ac=Google_Trademark_International&m_ag=Macy%27sUni tedKingdom&m_cn=Macys_Trademark_Exact_UK_-_G&m_pi=go_cmp-85943854_adg-3254657374_ad-352497228903_kwd-1342129598_dev-c_ext-_prd-&gclid=EAIaIQobChMIho3Pqo667QIVh7HtCh0O_QmMEAAYASAAEgLS3vD_BwE. Accessed 03 Dec. 2020.

Fig 141. Uniqlo [1949] Uniqlo Logo. [Logo] At: https://www.uniqlo.com/uk/en/home/. Accessed 03 Dec. 2020.

Fig 142. GAP [1969] GAP Logo. [Logo] At: https://www.gap.co.uk/?tid=gups016601&kwid=1&ap=7&gclid=EAIaIQobChMI-_nL84667QIVkOvtCh3bbQnrEAAYASAAEgKHg_D_BwE&gclsrc=aw.ds. Accessed 03 Dec. 2020.

Fig 143. Abercrombie & Fitch [1892] Abercrombie & Fitch Logo. [Logo] At: https://www.abercrombie.com/shop/uk?cmp=PDS:EVG:20:A:D:EUUK:X:GGL:X:BST:X:X:X:X:x:SC+-+ANF-TM-Brand-Exact_GeneralBrand_abercrombie+and+fitch&gclid=EAIaIQobChMItOHUlo-67QIVDbbtCh1cMwFZEAAYASAAEgKq3vD_BwE&gclsrc=aw.ds. Accessed 03 Dec. 2020.

Fig 144. Facebook [2004] Facebook Logo. [Logo] At: https://www.facebook.com/campaign/landing.php? &campaign_id=1547099255&extra_1=s%7Cc%7C293779097648%7Ce%7Cfacebook%7C&placement=&creative=293779097648&keyword=facebook&partner_id=googlesem&extra_2=campaignid%3D1547099255%26adgroupid%3D55741560381%26mat chtype%3De%26network%3Dg%26source%3Dnotmobile%26search_or_content%3Ds%26device%3Dc%26devicemodel%3D%26adposition%3D%26target%3D%26targetid%3Dkwd-541132862%26loc_physical_ms%3D9045025%26loc_interest_ms%3D %26feeditemid%3D%26param1%3D%26param2%3D&gclid=EAIaIQobChMIt5H14ZC67QIVhOvtCh2ocgAHEAAYASAAEgJrB_D_BwE. Accessed 04 Dec. 2020.

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