Marketing Report with Campaign Proposal

Nottingham Trent University School of Art & Design Hong Kong Design Institute

ifb

2018 / 2019

Module: Fashion Brand Marketing and Promotion

ba

Module reference: FASH30067

IVE

Module Leader: CHAN, Marco

Module Name Declaration This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed.

Should this statement prove to be untrue, I recognise the right and duty of the Board of Examiners to recommend what action should be taken in line with the University’s regulation on assessment contained in its handbook.

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

Signed ………………………………………………………………(Full Name) Wong Yuen Wa Date 14-12-2018 (Word Count:_____3847_____)

Content

1

Executive Summary

4

STP

7

3

2 Situation

Brand Health Audit

Analysis

5

Marketing Mix

AIDA

8 Visual

6

Implementation Timeline

9 References

Support

10

11

Bibliography

Appendices

Fig. 1 Vivienne Weswood Instagram, 2018

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Executive Summary

In this proposal, to evaluate the brand health based on the situation analysis which included business environment, target customer and competitors. The proposal tends to devise the new marketing and promotional campaign after finished the brand health audit. Vivienne Westwood is going to utilize advertising campaigns, pop-up events and link with influencers’ marketing which aims to increase the group of new loyal customer to maintain the market position in Hong Kong.

Brand Overview Vivienne Westwood on King’s Road in which is combining punk distinct street rebel. In the autumn launched her first Piion show. During the expand her fashion new men’s collection line Anglomania, Vivienne Westwood collections including Westwood, men’s dreas Kronthaler for (Gold label), Anbridal. Bridal collecture gown and made the haute couture in for Vivienne WestMAN collection are level which also limproduction. Anglocollection which is Vivienne Westwood.

opened her first store London in 1971 with the culture of and the feature of of 1981, Westwood rate Collection fash90s, She continued to borders, launching a MAN, young fashion Boudoir perfume etc. currently owned 5 Red label by Vivienne collection MAN, AnVivienne Westwood glomania as well as tion divided into couto order. It belongs to the market level. AK wood, Red label and in the luxury market ited the amount of mania is the unisex the diffusion line in

Fig. 2 Vogue, 2018

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Brand Mission Vivienne Westwood through accomplished with an indisputable purpose, a strong set of values, and a world-changing image. The Vivienne Westwood identity is not just a label, it’s a emblem of fashion freedom, identity, and distinctive. (Stewart Hodgson, 2017) The brand also focus on the issue of climate change to advocate

“ Buy Less, Choose Well. ” -Vivienne Westwood

L L E

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Vivienne Westwood remains brand consistency of UK heritage and punk roots over the years.

She utilized her fashion idea to express the political opinion and fulfill the concept of sustainability in her collection.

CL

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UN

EL

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B

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D N A

FORGETTABLE

IND IVIDUALAITY

ASSIC ELEGANCE OU

TSPOKEN

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The Business Environment in Hong Kong

Brand Distributor Moda Mia Limited

Moda Mia Limited is a brand distributor and retailer of Vivienne Westwood which established since 2001. The function of distributor help foreign brand expand their broader of business in Hong Kong. The distributor have their network in Hong Kong initially. It is conducive to foreign brand to develop their business in other markets. Also, the distributor and retailer can support after sales to customer. Retailer can handle the customer complaint immediately. The retailer also can manage the store in Hong Kong closely such as the stock management and VM.

Fig. 3

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Store Locator Fig. 4

Fig. 5

Fig. 6

Fig. 7

Vivienne Westwood is separating the market of accessories and clothing to develop in Hong Kong market and also extend business of cafe in Hong Kong.

There are 3 stores are dedicated for selling accessories and there are 2 stores are Anglomania among that 6 stores. The clothing store included some accessories located in Paterson Street of Causeway Bay, Ocean Terminal and Mira Place in Tsim Sha Tsui. The store which are specific sell accessories located in Time Square and SOGO in Causeway Bay and Tsim Sha Tsui. Those location are focus on Tsim Sha Tsui and Causeway bay mainly where are tourist spot so the main target customer is tourist especially Chinese tourists.

Fig. 8

Fig. 9

BCG Matrix

High Unisex collection

Fig. 11

Accessories

Market Growth

Fig. 12

Fig. 10

Children’s wear

Fig. 14

Jewelry Fig. 15

Fig. 13

Low

Market Share

Dogs: Children’s wear Question marks: Unisex collection Stars: Accessories Cash Cow: Jewelry

High

Hong Kong retail market stabilizes in the first half of 2018.

The rent of major district recorded quarterly raise. Cushman & Wakefield (2017) stated the rent of the second quarter in Causeway Bay and Tsim Sha Tsui recoded 0.5% growth. The increase in inflation will drive the total retail sales. It is expected that the rents of shops in Causeway Bay and Tsim Sha Tsui will increase by 1% to 3% in the second half of the year.

| BUSINESS ENVIRONMENT | VIVIENNE WESTWOOD |

Fig. 16 Fashion Walk (Hang Lung Group, 2016)

Recently, the new flagship store opened in the Paterson Street in Causeway Bay. Vivienne Westwood cafe move to the Fashion Walk which is the second floor of the new flagship store. Initially, the cafe located in Ocean Terminal in Tsim Sha Tsui and near the Vivienne Westwood store but it looks like two independent business from the perspective of customers because of the store design. The company aims to utilize the business of cafe to drive the business of Vivienne Westwood store. Therefore, cafe and store set up in the same place that coherent the business to achieve the purpose of increase the customer flow of store.

Fig. 17 Fashion Walk (Hang Lung Group, 2016)

Fig. 18 The Peak Galleria (Hang Lung Griup, 2016)

Fig. 19 Grand Plaza (Hang Lung Griup, 2016)

| BUSINESS ENVIRONMENT | VIVIENNE WESTWOOD |

Fig. 20

Fig. 23

Fig. 21

Fig. 22

Fig. 24

Fig. 25

Paterson Street and Fashion Walk owned by Hang Lung Group Limited. Other properties of Hang Lung Group which are the combination with shopping centre and commercial use such as Grand Plaza. Most of location of centre are high customer flow. Causeway Bay is the second most expensive of retail commercial street in the world (Main Street Across the world, 2017). Many international well-known brands expect open their store in Causeway Bay. Many luxury fashion brands stationed in Paterson Street like Michael Kors, kate spade and Y-3, etc. which are near the flagship store of Vivienne Westwood. Fashion Walk build up the image of fashion destination which offer the latest fashion trend and lifestyle. The target customer of Fashion Walk are between innovator and early adopters according to the Diffusion of Innovation (Everett Rogers, 1962), so more cutting-edge fashion brand like OFF-WHITE, Y’s and Zucca stationed in Fashion Walk to attract those type of consumers to purchase. Therefore, Vivienne Westwood set up the flagship store in Paterson Street in order to consolidate the position of high-quality designer brand.

Fig. 26 Harbour City

Also, Vivienne Westwood located in Ocean Terminal in Tsim Sha Tsui, which is original location of cafe.

Ocean Terminal located in Harbour City shopping district which is the largest and diversified shopping mall in Hong Kong. Harbour City located nearby Victoria Harbour, with over 450 stores and 3 hotels.

The target customer of Harbour City is tourist. The customer flow of Harbour City is high. Many luxury fashion brand like MM6, Ralph Lauren are located in the same floor with Vivienne Westwood. Moreover, Ralph’s coffee by Ralph Lauren also located in the opposite of Vivienne Westwood store.

Fig. 27

Fig. 28

| BUSINESS ENVIRONMENT | VIVIENNE WESTWOOD |

Fig. 29

Harbour City and Time Square are owned by Wharf Real Estate Investment Company Limited, which is mainly invest the market of properties. Those are located in prime area in Hong Kong. Yet, Time Square and Harbour City are little different. Time Square is the combination with shopping centre and commercial use. The target customer of Time Square not only tourist but also local people. Some store owned by Time Square are extended to MTR station and also there are the space sharing to public between MTR station and Time Square. The space sharing to public which can increase the customer flow of Time Square.

Fig. 30

| BUSINESS ENVIRONMENT | VIVIENNE WESTWOOD |

Fig. 31

Fig. 32

Fig. 33

Vivienne Westwood also located in Causeway Bay SOGO. SOGO under The Lifestyle International Holdings Limited, which owned two flagship store in Causeway Bay and Tsim Sha Tsui respectively. The market position of SOGO and Fashion Walk are different although they are also in Causeway Bay. SOGO is the largest Japanese-style department store that specializes in the operation of mid to upper-end department stores in Hong Kong, which is targeted local people and tourist. Chinese tourist is the major customer in retail market in Hong Kong. The Lifestyle International Announces 2018 Interim Results (2018) shows that simplify electronic payment system is one of reason let “Thankful Week” events of SOGO popular with customer again. It is rising in e-commerce platforms of China in recent year. People don’t need to bring cash and just bring smartphone so they can be solved the payment. The Alipay from Alibaba and WeChat Pay from QQ are occupied the major market in China. Many Chinese tourist would require to use electronic payment when they purchase in Hong Kong, so the atmosphere in China motivate to develop the electronic payment in Hong Kong market. Therefore, Chinese tourists will be more willing to purchase when electronic payment stationed in retail market of Hong Kong.

Fig. 34

Fig. 35

The feature of SOGO is shop-in-shop. Different types of stores like clothing, skincare, home appliances, even supermarket, which located between total 20 floor respectively that it is convenient for people buy everything they need in one location. The target customer are Experiencer according to the VALS model since many diffusion lines of luxury brand like Weekend by Max Mara, Marc by Marc Jacob and Anglomania by Vivienne Westwood also located in SOGO (Arnold Mitchell, 1978). Those brands targeted younger customer whose are focus on self-expression and the diffusion lines are more affordable than main line. They are willing to purchase in luxury brands to express their esteem and position. (Maslow Hierarchy of Needs, 1943)

Fig. 36

Fig. 37

Fig. 38

Competitors Analysis

Key Competitors

Fig. 39 Key competitors in Hong Kong

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Competitor Analysis MOSCHINO MOSCHINO is the most representative competitor among those brands. They have similarities on the product style and product line. There are 3 brands under MOSCHINO, included MOSCHINO, Boutique MOSCHINO and LOVE MOSCHINO. MOSCHINO are divided by womenswear, menswear and kidswear. Both category divided by clothing, shoes, bags and accessories. The difference between MOSCHINO and Vi v i e n n e We s t w o o d is MOSCHINO have the category of underwear specifically.

The category of kidswear in MOSCHINO are divided by baby (0-3 years old) and kids (4-8 years old). Vivienne Westwood just have the kids wear for baby. Also, the style of Boutique MOSCHINO are more Fig. 40 and m a t u r e formal compare with MOSCHINO. Conversely, the style of LOVE MOSCHINO is younger than MOSCHINO. Therefore, the position of MOSCHINO is similar with Gold label of Vivienne Westwood. The position of Boutique MOSCHINO is similar with Red label and the position of LOVE MOSCHINO is similar with Anglomania. However, the style of Anglomania is unisex and LOVE MOSCHINO just for women.

There are 5 stores located in Hong Kong which located in Elements, Harbour City Gateway Arcade and Ocean Centre in Tsim Sha Tsui, Landmark in Central and Lee Gardens in Causeway Bay. MOSCHINO have the specialty store for diffusion line. The store in Harbour City is LOVE MOSCHINO which is the diffusion line and the main line of Vivienne Westwood also located the same place.

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Consumer Analysis

Store Observation I selected 2 stores to conduct the customer observation which is Tsim Sha Tsui SOGO (Anglomania) and Fashion Walk of Causeway Bay. Each store I stayed 30 minutes to observe.

According to the observation, the age range of target customer is 28 years old to 50 years old, which is female mostly. In Tsim Sha Tsui SOGO, most of customer are Chinese tourist. There are half of tourist and half of local people in Fashion Walk. Tourist dress up simple casual wear mostly. Some local people may dress up the formal outfit. Moreover, the customer flow of Tsim Sha Tsui SOGO is high relatively. Many people although just pass the Fig. 41 periphery of the store, they will take a look of display. This is the advantage of shop-in-shop since people build up an impression to the brand even though they did not go inside the store. Also, I conducted the in-depth interview to customers of Vivienne Westwood, whose are two local people and two Chinese people. (Appendix. 1) Date: 20-10-2018 & 21-10-2018 The results of interview shows that the education level of customer are university or above. The interviewees used some positive words to describe themselves mostly. They also are social media user. The type of social media that they use are depends on the region and their lifestyle. The usage rate in social media of interviewees are high. The values that they deem that important are depends on their self-expression or religious. The purFig. 42 chase behavior of interviewees are purchase one time each season averagely. The product item that most people buy are accessories and jewelry. Consumer will consider the quality and style of product in priority.

Customer Profile

Fig. 46

Age: 28 - 50 years old Gender: female/ male Education level: University or above Occupation: PR & Marketing/ Merchandiser/ Entrepreneur/ Stylist/ Artist Monthly income: HKD$30,000 or above Nationality: Local people and Chinese tourist Residential location: China/ Hong Kong Maritial Status: Single/ Married

Lifestyle: fond of travelling in holiday Self-image: mature, decorous, unique Value perceptions: concern quality of life; concern self-esteem and self-expression Interest and hobbies: reading/ shopping/ travelling/ browsing social media/ cooking

Purchasing behavior: -Purchase once time each season or one year -Consider quality and style in priority -Product item that most people buy: acessories and jewellery Fig. 47

Fig. 43

Fig. 44

Fig. 45

Fig. 48

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Brand Health Audit

Brand Identity Prism

Fig. 49 Brand Identity Prism (J. Kapferer, 1986)

Vivienne Westwood’s logo is a ball with a cross and Saturn ring, which is showing the feeling of deep space. Vivienne Westwood love something shining and futuristic. Also, the tartan pattern always use in the design, which represents the culture of United Kingdom. The brand personality are playful, rebel and innovative. Vivienne Westwood remains brand consistency of UK heritage and punk roots over the years.

Also, she utilized her fashion idea to express the political opinion and fulfill the concept of eco-friendly in her collection. Vivienne Westwood through “save the arctic campaign” to remind people the climate change of the world. It is the connection between Vivienne Westwood and consumers that people wear the t-shirt represent to support the campaign. Moreover, Vivienne Westwood fused the culture of France and England to apply in the cafe as the cafe used the concept of enjoy the British traditional afternoon tea in the France tea room.

The strengths of Vivienne Westwood is the signature logo, orb which is a ball with a cross and Saturn ring that people recognize the brand easier. Vivienne Westwood have the clear unique selling proposition (USP) which identify clearly with competitor. Also, the product width is wide compared with competitors. For example, GIVENCHY and Marc Jacobs have not launch the collection of kidswer. Moreover, the customer flow of most of store are high as located in prime area in Hong Kong. Also, Vivienne Westwood extend the business of cafe also attract more new customer and increase the business of Vivienne Westwood stores.

However, the product depth not as good as other competitors.

For example, MOSCHINO also have launched the collection of kidswear, but the difference between MOSCHINO and Vivienne Westwood is that MOSCHINO have divided the category of baby and kids that broaden the target customer of children. The children collection of Vivienne Westwood just for baby. Besides, the collection of Andreas Kronthaler for Vivienne Westwood, Red label and Anglomania are grouping in the same retail store to sell in Hong Kong. Only accessories category like bags and wallet sell in specialty store. Yet, those 3 collections are targeted different types of customer and their market level in Hong Kong are different so that they should be divided 3 specialty store to sell those 3 lines. Furthermore, cafe and store have different types of customer but cannot share their customer market each other even though cafe may attract more new customer.

| SWOT ANALYSIS | VIVIENNE WESTWOOD |

Therefore, Vivienne Westwood should develop children collection deeply or launch new collection for home like dining to strengthen their position in Hong Kong market. Also, the brand should utilize the exist resources, cafe to improve the business of clothing like to conduct some sales promotion which linked with retail store. In addition, the electronic payment system is popular in China so it should be broaden the e-commerce platform that maintain the market of Chinese tourist.

There are intense competitive environment in retail industry. For instance, Versace launched different product category like the collection for home and for pet to broaden their customer market and increase their business income. It is the threat that influence the market share of Vivienne Westwood in Hong Kong. Moreover, some luxury brands like Ralph Lauren and Agnes.b are also launch their cafe in Hong Kong market so the business of brand cafe are common.

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Brand Life Cycle

Fig. 50 Brand Life Cycle (Raymond Vernon, 1966)

Conclusion

& Recommendation

To sum up the primary research and secondary research, Vivienne Westwood targeted playful style customer initially. Yet, the target customer in Hong Kong market are mature style mainly. So, the brand distributor in Hong Kong focus on the accessories market due to people buy accessories like bag and wallet mostly rather than clothing. According to the product life cycle (Fig.50), Vivienne Westwood is situating in the segment of maturity now but maybe will decline in the future as the brick-and-mortar store in Hong Kong are reduced to 6 stores. Vivienne Westwood should targeted new market to consolidate and extend the brand life cycle. The main target customer are middle-aged women but lack of younger customer, even though Vivienne Westwood launched the younger diffusion line, Anglomania. Most of generation Y ladies especially 20-25 years old, are not recognize the brand. One of problem is Andreas Kronthaler for Vivienne Westwood, Red label and Anglomania collection are grouping in the same retail store to sell in HK by undifferentiated marketing so the target customer of those 3 lines cannot separate the position clearly and does not have marketing promotion or campaign specific for Anglomania. Most of marketing campaign are promoting for AK collection mainly. Therefore, it should be hold some campaign to improve the cognition of consumer in the market position of Anglomania in Hong Kong.

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Fig. 51 Vivienne Westwood, Instagram, 2018

Market Selection

Segmentation According to the results of interview (Appendix 1), the purchase behavior indicate those interviewees are loyal customer whose purchase in each season averagely. The new segmentation will base on the behavioral variables to divide into loyal customer who may purchase in each season, customer who buy for gifts in special festival or event as well as customer purchase due to the sales promotion or discount.

| MARKET SELECTION | VIVIENNE WESTWOOD |

Targeting

Vivienne Westwood will select concentrated marketing to develop in Hong Kong market. They should targeted new loyal customer who may purchase in each season to extend the life cycle of Vivienne Westwood in Hong Kong. It is because the amount of loyal customer in Hong Kong is not really numerous.

The new marketing strategy aims to increase more loyal customer and Vivienne Westwood should regard customer who buy for gifts in special festival are potential customer that be the loyal customer in the future. Therefore, Vivienne Westwood should hold some festival campaign to catch more attention of some customer who buy for gifts in special festival or events.

Fig. 53

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Fig. 58

Gender: female Age: 20 - 28 years old (Gen Y) Nationality: Local people Residential location: Hong Kong Maritial Status: Single/ Married Occupation: secretary/ copywriter/ graphic designer/ product designer/ PR/ nurse/ Model/ Artist Education level: Post-degree or above Income range: HKD$30,000 or above

Lifestyle: fond of travelling; active in social media platform (e.g. Instagram, Facebook); like online shopping (e.g. Tao Bao); concern political and social issue Self-image: unique, outstanding, individuality, creative Value perceptions: concern self-expression and esteem Interest and hobbies: shopping/ travelling/ Yoga/ selfie/ crafts (D.I.Y)

Pen Portrait

According to the VALS framework (Arnold Mitchell, 1978), the new target customer are Experiencers as they have high resources but also need a mode of self-expression. They want to experience being different. They will spend heavily clothing and other luxury products and services.

Fig. 54

Fig. 56

Fig. 57

Fig. 55 Fig. 52

New Positioning

M

Fig. 59 Positioning map

ain

Line

| MARKET SELECTION | VIVIENNE WESTWOOD |

Diffu s

io n

Lin e

Fig. 60 Positioning map

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Marketing Mix

| MARKETING MIX | VIVIENNE WESTWOOD |

Fig. 61 The jumper crafted from a blend of upcycled yarns and accented with metallic thread and features the unisex heart print to the front, (Vivienne Westwood, 2018)

Product

Sustainable fashion Vivienne Westwood has always been an environmental pioneer in the fashion industry. “Buy less, Choose well, Make it last.” is her response to the consumerism society which calling people to consider the environmental impact when they consume. Vivienne Westwood fulfill the concept of “make it last” in her collection which adopted some eco-friendly fabric like eco-wool melton which is virgin wool, organic bio cotton free of chemical pesticides crafted the clean white t-shirt, undyed natural alpago wool free from harmful chemical, hemp canvas (Fig.63) which is naturally organic and does not require the use of herbicides (Silver 2009, p.2) and harris tweed fabric (Fig.64) which is a low environmental impact method of production.

Vivienne Westwood initiated the project of “Ethical Fashion Africa” since 2011. The project invited vulnerable women from Kenya reengineering the bag, shoes and accessories which made by waste material like canvas tents, broken leather, wire to extend the life of waste.

(HKEJ, 2018)

Fig. 62 FRIDA CAPE INVISIBLE

Fig. 64 Harris Tweed Fabric Fig. 65 HOODED CAPE

Fig. 63 FROCK COAT MAUVE

Fig. 66 Vivienne Westwood Instagram, 2018

Price

Vivienne Westwood should use the premium pricing strategy to mark the price of the product higher than competitors’ products (e.g. Moschino) to encourage a perception among the consumers that the product has a more utility or a higher value when compared to competitors’ products just because it is sold at a premium price. Premium price strategy is producing higher revenues and building a premium brand image. Vivienne Westwood should maintain good quality of the product and strong brand value raht helps to create a barrier for the competitors to position their products in the same class.

Also, Vivienne Westwood can use promotional pricing which launch some sales promotion in peak season like Christmas and some special event like SOGO thankful week to increase sales and customer traffic flow.

| MARKETING MIX | VIVIENNE WESTWOOD |

Place

Vivienne Westwood utilized indirect channel to sell product to consumer in Hong Kong. Distribution channel are middlemen who play a crucial role in the distribution progress. These middlemen facilitate the distribution progress through their experience and expertise (Martin, 2014). Moda Mia Limited is the brand distributor and retailer of Vivienne Westwood in Hong Kong. Vivienne Westwood adopted exclusive distribution strategy which just sold at their own retail store as they sold at a premium price.

Vivienne Westwood have 6 brick-and-mortar store in Hong Kong which located in Tsim Sha Tsui and Causeway Bay. There are 3 stores are dedicated for selling accessories and there are 2 stores are Anglomania among that 6 stores. Consumer also can shopping in their official website and other online distribution channel like Farfetch, Harvey Nichols, House of Fraser and Selfridges as they offer global delivery to consumer.

Fig. 67

Fig. 68

Fig. 69

Fig. 71

Fig. 70

| MARKETING MIX | VIVIENNE WESTWOOD |

Promotion

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Vivienne Westwood is going to collaborate with LUSH Kitchen to hold a pop-up workshop at Christmas due to catch more attention of some customer who buy for gifts in special festival or events thus to increase their purchase frequency that cultivate the group of new loyal customer.

Fig. 72 LUSH, 2018

About LUSH LUSH is a cosmetic brand from United Kingdom. They concern the sustainable issue all along which advocate fighting animal testing of cosmetic. They also encourage to reduce the waste of packaging and ethical buying. The brand mission are similar with Vivienne Westwood that also fulfill the sustainability on their product.

Fig. 73 LUSH, 2018

Stage

1

X Pop-up Workshop AT CHRISTMAS

Fig. 74 Advertisement of stage 1

Stage 1

Advertisement on fashion magaines like Harpar Bazaar, Cosmopolitan which are top fashion magazine in Hong Kong and also post the advertisment in the official instagram of Vivienne Westwood.

Fig. 75 Advertisement release on the fashion magazine THE

FASHION

X

Clothing for Vivienne Westwood

following

viviennewestwoodhk Vivienne Westwood is going to collaborate with LUSH Kitchen at Christmas~ Please keep an eye on our latest news. #viviennewestwoodhk #lushkitchen #collaboration

X Pop-up Workshop AT CHRISTMAS

likes Comments......

Fig. 76 Advertisement post on official IG of Vivienne Westwood

Stage

2

Stage 2 Post a highlight video which is produce the bathbomb in Vivienne Westwood edition by LUSH Kitchen on official instagram of Vivienne Westwood.

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0:48

HOW IT’S MADE

Tartan Bombshell 4,069 likes viviennewestwoodhk Do you want to get a bathbomb of Vivienne Westwood edition? Let’s come to join our workshop at Christmas holiday~ We invited professional teachers from LUSH Kitchen to teach you guys how to produce the bath bomb specific for Vivienne Westwood. The Vivienne Westwood edition just limited to give participants in the event. If you want this special bath bomb to be the Christmas gift, you must come to join our workshop.

Date: 20 Dec. 2018 Venue: Harbour City outside #viviennewestwoodhk #LUSHKitchen #collaboration #workshop #Christmas #Christmasgift #tartan #bathbomb

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X

Vivienne Westwood /Special Edition/

Pink Tartan Bathbomb

Fig. 77 Advertisement of stage 2

Stage 2 Post the highlight video also release the advertisement of tartan bathbomb on official instagram of Vivienne Westwood at the same time.

following

X

viviennewestwoodhk Bathbomb Special Edition - Pink Tartan Bathbomb

Vivienne Westwood /Special Edition/

Date: 20 Dec. 2018 Venue: Harbour City outside Time: 15:00 - 22:00 #viviennewestwoodhk #lushkitchen #collaboration #workshop # tartan #bathbomb

Pink Tartan Bathbomb likes Comments......

Fig. 78 Advertisement post on official IG of Vivienne Westwood

Stage3.1

Stage 3

Fig. 79 3D model of pop-up store

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Stage 3 The pop-up workshop hold on before Christmas and will be hold in Harbour City. The design of pop-up store inspired by the signature orb logo and combine the idea of spaceship to prominent the brand image of Vivienne Westwood. The theme of pop-up store is “Pink Tartan”, which is the signature elements in current season of Anglomania. The pop-up store divide two floors. The downstair is sell current season of Anglomania clothing collection and accessories. There are the one fitting room in downstair (the part of purple). Customer can go to upstair by stairway. The bathbomb workshop will hold on upstair. Vivienne Westwood collaborate with LUSH Kitchen and also LUSH Kitchen design a bathbomb specific for this event which is the limited edition - “Tartan Bathbomb”. The special edition is not for sale and just join the event on that day can get the bathbomb of Vivienne Westwood edition. Therefore, it increase the desire of people to participate the event.

G/F upstair

Accessories downstair

stairway

Clothing Fig. 80 schematic diagram of pop-up store

SIMULATION

Fig. 81 simulation in Harbour City

Stage3.2

Stage 3 Vivienne Westwood invite some fashion and lifestyle influencers included Elva Ni, Angela Yuen, Artem Ansheles and Ashley Lam to join our event on that day. They are popular influencers on Instagram and many youngster follow their instagram so it may attract more yongster to pay attention to the event. We also invite some press media include Harpar Bazaar, Cosmopolitan, Milk as well as some online media include she, Beauty Exchange, popbee to increase the exposure of the brand.

Fig. 82

Fig. 84

Ashley Lam (31 years old) Yoga instructor/ Model Instagram followers: 640K

Fig. 83

Ashley Lam (18 years old) Actress/ Model Instagram followers: 17.7K Fig. 85

Angela Yuen (25 years old) Actress/ Model Instagram followers: 264K Artem Ansheles (24 years old) Actor/ Model Instagram followers: 44.8K

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Fig. 86

Fig. 87

Fig. 88

Fig. 89

Fig. 90

Fig. 91

Implementation Timeline PRE-LAUNCH SEP

MEDIA

OCT

Fashion model photo shooting

Collaborate with LUSH and video s

POP-UP EVENT

INFLUENCERS

Design & build the pop-u

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POST - LAUNCH NOV

DEC

JAN

Release advertisment of stage 1

Media reports

shooting

up store

Invite influencers

Release video of stage 2

Pop-up Workshop in Harbour CIty

Instagram exposure

AI People get the awareness of pop-up event by the advertisement release on fashion magazines and post on social media platform.

People get the interest when release the advertisement of stage 2 which is promote the special edition of bathbomb.

The design of pop-up store may catch the attention of other consumers.

Also, the power of influencers can attract more yonngster come to join our event.

DA The advertisement can attract people to go to the pop-up workshop and purchase.

The pop-up event may increase the desire of purchase of customers.

Customer will join the event and maybe purchase in the pop-up store.

u s i V

t r o p p u S al

Fig. 1 Vivienne Westwood, 2018. The not so bite-sized Giant Teddy Necklace #WestwoodJewelleyavailable in stores., 27, Nov. Available at: https://www.instagram.com/p/BqqMc8-BOCL/ [Accessed 7 Dec. 2018] Fig. 2 Vogue, 2018. Vivienne Westwood’s Son Denounces Documentary [online image]. Available at: https://www.vogue.co.uk/article/vivienne-westwood-son-ben-westwood-denounces-lorna-tucker-film [Accessed 28 September 2018] Fig. 3 Moda Mia, 2018. About us [online image]. Available at: http://www.modamiahk.com/en/about-us/ [Accessed 1 Nov. 2018] Fig. 4 - 9 Moda Mia, 2018. Store list [online image]. Available at: http://www.modamiahk.com/en/shoplist-vivienne-westwood/ [Accessed 1 Nov. 2018] Fig. 10 Vivienne Westwood, 2018. Unisex collection [online image]. Available at: https://www.viviennewestwood.com/en/unisex/clothing/prince-jacket-pink-1401001910544G201.html?cgid=unisex-clothing#page=1&start=20 [Accessed 15 Nov. 2018] Fig. 11 Vivienne Westwood, 2018. Womens’ bag [online image]. Available at: https://www.viviennewestwood.com/en/women/bags/slogan-medium-yasmin-green-green-4502000210715M401.html?cgid=women-bags#page=5&start=82 [Accessed 15 Nov. 2018] Fig. 12 Vivienne Westwood, 2018. Womens’ wallet [online image]. Available at: https://www.viviennewestwood.com/en/women/accessories/wallets-and-purses/emma-classic-credit-cardblack-black-5104002740564N401.html?cgid=women-accessories-slg#page=4&start=67 [Accessed 15 Nov. 2018] Fig. 13 Vivienne Westwood, 2018. Gifts [online image]. Available at: https://www.viviennewestwood.com/en/gifts/view-all/prince-charming-baby-grow-natural-whiteCLA142W550168.html?cgid=gifts-view-all#page=1&start=12 [Accessed 15 Nov. 2018] Fig. 14 Vivienne Westwood, 2018. Mens’ rings [online image]. Available at: https://www.viviennewestwood.com/en/men/jewellery/rings/westminster-ring-rhodium-%28925%29-SR12122STSIL2RHO.html?cgid=men-jewellery-rings#page=1&start=10 [Accessed 15 Nov. 2018] Fig. 15 Vivienne Westwood, 2018. Women’s earrings [online image]. Available at: https://www.viviennewestwood.com/en/women/jewellery/earrings/mini-bas-relief-drop-earrings-ruthenium-724536B4PEWTER4BKD.html?cgid=women-jewellery-earrings#page=2&start=30 [Accessed 15 Nov. 2018] Fig. 16 Hang Lung Group, 2017. Vivienne Westwood store in Fashion Walk. [online image]. Available at: http://fashionwalk.com.hk/tc/shop/index/viviennewestwood [Accessed 1 Nov. 2018] Fig. 17 Hang Lung Group, 2016. Fashion Walk. [online image]. Available at: https://www.hanglung.com/zh-HK/group/Hong-Kong-Properties/Commercial/Causeway-Bay/fashion-walk [Accessed 1 Nov. 2018]

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Fig. 18 Hang Lung Group, 2016. The Peak Galleria. [online image]. Available at: https://www.hanglung.com/en-US/group/Hong-Kong-Properties/Commercial/mid-leve ls/the-peak-galleria [Accessed 1 Nov. 2018] Fig. 19 Hang Lung Group, 2016. Grand Plaza. [online image]. Available at: https://www.hanglung.com/zh-HK/group/Hong-Kong-Properties/Commercial/Mong-Kok/grand-plaza [Accessed 1 Nov. 2018] Fig. 20 ST DAVID’S LTD PARTNERSHIP, n.d. Michael Kors [online image]. Available at: https://stdavidscardiff.com/shops/michael-kors [Accessed 11 Dec. 2018] Fig. 21 Google, n.d. kates spade new york logo [online image]. Available at: https://www.google.com.hk/imgres?imgurl=https://www.dfs.com/medias/Kate-Spade-New-YorkBrand-Logo-Bottom-en-en-340x340.jpg?context%3DbWFzdGVyfEJSQU5EX01FRElBfDc5NTJ8aW1hZ2UvanBlZ3wvbWVkaWEvaW1hZ2UvYnJhbmQvaDA0L2gzMy84ODI0NDE5MDkwNDYyLmpwZ3xhMjEwZThmMmRjMDcxYzE1MzMwMDViNzUyYWFjYTI3OTc2ZThkYmFhYTkzNThjZDk5NTFhZDYxY2M3OTAxZDU4&imgrefurl=https://www.dfs.com/cn/new-york/brands/ kate-spade-new-york&h=340&w=340&tbnid=wkEvM_r3TmFY5M:&q=%E2%80%A7&tbnh=151&tbnw=151&usg=AI4_-kSc4wyHRRlb1-5vH9eSjbes9QpcWw&vet=12ahUKEwi3qbrboJffAhVYdXAKHfD8BNsQ_B0wCnoECAUQEQ..i&docid=QKCrmQTjuiFU-M&itg=1&sa=X&ved=2ahUKEwi3qbrboJffAhVYdXAKHfD8BNsQ_B0wCnoECAUQEQ [Accessed 11 Dec. 2018] Fig. 22 Raphael 1966, n.d. Y3. [online image]. Available at: https://www.raphael1966.com/it/66_y-3-yohjiyamamoto [Accessed 11 Dec. 2018] Fig. 23 Google, n.d. OFF WHITE. [online image]. Available at: https://www.google.com.hk/ imgres?imgurl=http://sunglasshut.scene7.com/is/image/LuxotticaRetail/off-white_18&imgrefurl=https://www.sunglasshut.com/au/8053672896138&h=180&w=360&tbnid=s920AxHC6R_-AM:&q=off+white&tbnh=45&tbnw=91&usg=AI4_-kS6JWBE8GjD1HtIrqS22tw0zH5ssg&vet=12ahUKEwiC47n3m5ffAhXXMt4KHRZBCm8Q_B0wFHoECAYQEQ..i&docid=UY0_54Jhkzl-MM&itg=1&sa=X&ved=2ahUKEwiC47n3m5ffAhXXMt4KHRZBCm8Q_B0wFHoECAYQEQ [Accessed 11 Dec. 2018] Fig. 24 ZUCCA, n.d. ZUCCA. [online image]. Available at: http://www.zucca.cc/topics/entry/20180801_30ans/ [Accessed 11 Dec. 2018] Fig. 25 Yojiyamamoto, n.d. Y’s [online image]. Available at: http://www.yohjiyamamoto.co.jp/ys/collection/ [Accessed 11 Dec. 2018] Fig. 26 i-club Ma Tau WAI Hotel, n.d. NEARBY ATTRACTION [online image]. Available at: https://www.iclub-hotels.com/iclub-ma-tau-wai-hotel/en/about/location-information-detail-429.html [Accessed 11 Dec. 2018] Fig. 27, 36 Wikimedia Commons, n.d. Ralph Lauren [online image]. Available at: https://commons.wikimedia.org/wiki/File:Ralph_Lauren_logo.svghttps://commons.wikimedia.org/wiki/ File:Ralph_Lauren_logo.svg [Accessed 11 Dec. 2018] Fig. 28 SHOW studio, 2018. MM6 [online image]. Available at: http://showstudio.com/contributor/mm6_mm6maisonmargiela [Accessed 11 Dec. 2018] Fig. 29 Wikipedia, 2018. Alipay [online image]. Available at: https://en.wikipedia.org/wiki/Alipay [Accessed 11 Dec. 2018] Fig. 30 PAYMENTS NEXT, MOBILE PAYMENTS MAKING NEWS AND DISRUPTING EVERYWHERE [online image]. Available at: https://paymentsnext.com/mobile-payments-making-news-and-disrupting-everywhere/edab32_2ed3ebd5a5fe417eb1f0e06cca6dc569-mv2/ [Accessed 11 Dec. 2018]

Fig. 33 Money Hero, 2018.SOGO Thankful Week 2018 [online image]. Available at: https://www.moneyhero.com.hk/blog/zh/sogo-thankful-week [Accessed 11 Dec. 2018] Fig. 34 Lifestyle International Holdings Ltd., 2018. CORPORATE PROFIE [online image]. Available at: https://www.lifestylehk.com.hk/html/about.php [Accessed 11 Dec. 2018] Fig. 35 Google, n.d. SOGO [online image]. Available at: https://www.google.com.hk/search?q=causeway+bay+sogo&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiBj8v8s5ffAhUPUN4KHTtBAE0Q_AUIDygC&biw=1440&bih=837&dpr=2#imgrc=7meI6Cxgej0x0M: [Accessed 11 Dec. 2018] Fig. 37 McMillian, n.d. Juicy Couture logo [online image]. Available at: https://drmcmillin.com/juicy-couture-logo/ [Accessed 11 Dec. 2018] Fig. 38 Logos Download, n.d. Weekend Max Mara [online image]. Available at: https://logos-download.com/3082-weekend-max-mara-logo-download.html [Accessed 11 Dec. 2018] Fig.39 MOSHINO, 2018. UFO Teddy. [online image]. Available at: https://www.moschino.com/hk_en/moschino/moods/fw18-collection/ufo-teddy.html?p=2&listFor=4 [Accessed 11 Dec. 2018] Fig. 43 Click it Up a Notch (n.d.) 5 Reasons to Shoot in Manual Mode. [online image] Available at: https:// www.pinterest.com/pin/30821578669338856 [Accessed 25 Oct. 2018] Fig. 44 ding ding, 2018. Bye Bye Paris. ding_2 [Instagram], 26 Jun. Available at: https://www.instagram. com/p/Bkey7BtnXnr/ [Accessed 17 Nov. 2018] Fig. 45 Liu, A. 2018. Don’t be sister <! avabibu [Instagram], 15 Oct. Available at: https://www.instagram. com/p/Bo9AyAlBYZv/ [Accessed 17 Nov. 2018] Fig. 46 Liu, A. 2018. Cooking North African eggs with the spicy butter that south africa brought back at night home want to cook a north African egg, just find out that there is no chill, it will be spicy again, and it will be better to use the spicy butter. avabibu [Instagram] 17 Jul. Available at: https://www.instagram. com/p/BlVcV_NBxGq/ [Accessed 17 Nov. 2018] Fig. 47 Harper’s Bazaar HK, 2018. #BAZAARCelebrity I can only say that queens are queens! The gas field of Qin LAN @qinlan_717 is too big to fit with the @GiorgioArmani Autumn winter dress! @cartier #cartier #qinlan #bazaarhk#GiorgioArmani #celebritystyle#celebrityfashion #thequeen#highfashion2018 #womenswear#womenstyle #womensfashion #writer_cc harparbazaarhk [Instagram], 30 Oct. Available at: https://www.instagram.com/p/Bpjc-oAHNn8/ [Accessed 17 Nov. 2018] Fig. 48 BeautyExchange, 2018. Bobbi Brown launches a series of flashing gorgerous Christmas Boxes! All boxes are very practical! In particular, the eye shadow of his place is a combination of double light powder, and the outer box is so beautiful! It’s definitely a Christmas! be_hk [Instagram], 13 Nov. Available at: https://www.instagram.com/p/BqGv913hxmr/ [Accessed 17 Nov. 2018] Fig. 51 Vivienne Westwood, 2018. The leopard’s subtle touch captured backstage at the AW1819 #AndreasKronthaler show in Paris. vivennewestwood [Instagram], 7 Nov. Available at: https://www.instagram. com/p/Bp4e2EvBonJ/ [Accessed 12 Dec. 2018] Fig. 52 ding ding, 2018. Last week flew to Korea for four days to partcipate in a show~ ding_2 [Instagram], 25 Sep. Available at: https://www.instagram.com/p/BoIgwJWBTYi/ [Accessed 17 Nov. 2018] Fig. 53 ding ding, 2018. full of colorful monday. the process of making things eat is really good to heal~~ to the right pull watch the production process. Is there a healing to you? #smoothiebowl #Chefledingding_2 [Instagram], 24 Sep. Available at: https://www.instagram.com/p/BoF_xiuhWA-/ [Accessed 17 Nov. 2018] ding ding, 2018.Ding Ding x Armani Neo Nude Giveaway ding_2 [Instagram], 30 Jun. Available at: https:// www.instagram.com/p/BkpCfCrHRwb/ [Accessed 17 Nov. 2018] Fig. 54 Mashable Asia (n.d.) 5 Ways Facebook Can Boost Corporate Volunteering. [online image] Available at: https://www.pinterest.com/pin/56154326574212146/ [Accessed 17 Nov. 2018]

Fig. 55 Pinterest (n.d.) Shopping. [online image] Available at: https://www.pinterest.com/ pin/650699846136333302/ [Accessed 17 Nov. 2018] Fig. 56 Ni, E. 2018. During the unforgettable journey I had in Bali, I kept thinking how I transformed from just began practicing yoga 5 years ago to teaching my first lesson. Stepping out from the comfort zone is always the hardest, but it is the way to get you grow fast. The desire we wish in our heart is often far away from our reach at the beginning. Nobody is born a teacher or a professional, but as we keep learning and practicing, we make progress. All we have to do is never give up on ourselves and keep learning with an open heart #forrestyogaadvancedteachertraining #yogawithelva #walkinbeauty #delightyourspirit @ forrestyoga misselvani [Instagram]. 31 Aug. Available at: https://www.instagram.com/p/BnIhbeKF1P9/ [Accessed 17 Nov. 2018] Fig. 57 Wong, Y. 2017. S E M . E N D . wsyuki [Instagram], 22 May. Available at: https://www.instagram. com/p/BUYrgJxFHZb2XfzCRedxrWJ3BpnmMwU8GhmASQ0/ [Accessed 17 Nov. 2018] Fig. 58 Ancientroot.Studio, 2018. Love this flower so much, it was a wedding gift that friends sent me a year ago. thank you so much! #thefloralflower ancientroot.studio [Instagram], 7 Jul, Available at: https:// www.instagram.com/p/Bk6lAIbhbWs/ [Accessed 17 Nov. 2018] Fig. 61 Vivienne Westwood, 2018. DEEP SKY JUMPER. [online image] Available at: https://www.viviennewestwood.com/en/men/clothing/knitwear/deep-sky-jumper-mixed-colors-72022595C489999.html?cgid=men-clothing-knitwear#page=1&start=2 [Accessed 28 Nov. 2018] Fig. 62 Vivienne Westwood, 2018. FRIDA CAPE INVISIBLE. [online image] Available at: https://www.viviennewestwood.com/en/women/clothing/frida-cape-invisible-green-invisible-green-S26TH0042S49278001F.html?cgid=women-clothing#page=5&start=85 [Accessed 28 Nov. 2018] Fig. 63 Vivienne Westwood, 2018. FROCK COAT MAUVE. [online image] Available at: https://www.viviennewestwood.com/en/women/clothing/frock-coat-mauve-mauve-S26AM0150S485550353.html?cgid=women-clothing#page=7&start=139 [Accessed 28 Nov. 2018] Fig. 65 Vivienne Westwood, 2018. HOODED CAPE. [online image] Available at: https://www.viviennewestwood.com/en/men/clothing/hooded-cape-invisible-green-invisible-green-S25TH0008S492810696. html?cgid=men-clothing#page=1&start=7 [Accessed 28 Nov. 2018] Fig. 66 Vivienne Westwood, 2018. #VivienneWestwoodpresents the Brexit and Star Court Shoes this season #WestwoodShoes vivennewestwood [Instagram], 24, Oct. Available at: https://www.instagram.com/p/ BpTxLOjBvF5/ [Accessed 12 Dec. 2018] Fig. 67 FARFETCH UK Limited, 2018. FARFETCH. [online image] Available at: https://www.farfetch. com/hk/shopping/women/items.aspx [Accessed 12 Dec. 2018] Fig. 68 Harvey Nichols Group Limited, 2018. Harvey Nichols. [online image] Available at: https://www. harveynichols.com/en-hk/?gclid=Cj0KCQiAgMPgBRDDARIsAOh3uyKZGO8UFqPa3CbyaZpPoW-O7OQyIjYI98ptw-Xvjixk29D8OLEZEiMaAtMLEALw_wcB [Accessed 12 Dec. 2018] Fig. 69 House of Fraser, Limited, 2018. House of Fraser. [online image] Available at: https://www. houseoffraser.co.uk [Accessed 12 Dec. 2018] Fig. 70 Selfridges & Co., 2016. Selfridges. [online image] Available at: http://www.selfridges.com/HK/ en/?&cm_mmc=PPC-_-INTBR-_-HK-_-selfridges.hk&gclid=Cj0KCQiAgMPgBRDDARIsAOh3uyI9AliS_TFxTtl5K87mbsV8CllPdWB4W0HwzuCvYO6_1T6yxRdL554aAu6qEALw_wcB&gclsrc=aw.ds [Accessed 12 Dec. 2018] Fig. 71 Vivienne Westwood, 2018. Vivienne Westwood. [online image] Available at: https://www.viviennewestwood.com/en/ [Accessed 12 Dec. 2018] Fig.72, 73 LUSH, n.d. LUSH cosmestic. [online image] Available at: https://hk.lush.com [Accessed 12 Dec. 2018] Fig. 82 Elva Ni, 2018. Todayâ&#x20AC;&#x2122;s makeup is simple. If you would like to make it a bit more playful all you need to do is to add a turquoise colour eyeliner at the end of the eyes just like I did. You can then go straight to various Christmas parties straight after work! misselvani. [Instagram], 4 Dec, Available at: https://www.instagram.com/p/Bq9j9_-l48Y/ [Accessed 12 Dec. 2018]

Fig. 83 Angela Yuen, 2018. Loved how my dress perfectly matches with the @charleskeithofficialshoes & bag â&#x2DC;şď¸?angela.yuen. [Instagram], 30 Nov, Available at: https://www.instagram.com/p/BqykfwMAw0E/ [Accessed 12 Dec. 2018] Fig,. 84 Ashley Lam, 2018. #milanfashionweek @marieclaire_hk kaening. [Instagram], 21 Sep, Available at: https://www.instagram.com/p/Bn9FptJDbHo/ [Accessed 12 Dec. 2018] Fig. 85 Artem Ansheles, 2018. Huge thanks to my friend Yana for taking this picture and to Rama for writing an article and publishing it on prestige Hk ! ansheles_artem. [Instagram], 11 Jul, Available at: https:// www.instagram.com/p/BlFnF3qFkfn/ [Accessed 12 Dec. 2018] Fig. 86 Harpar Bazaar, 2018. Harpar Bazaar. [online image] Available at: https://www.harpersbazaar.com. hk [Accessed 12 Dec. 2018] Fig. 87 Cosmopolitan, 2018. Cosmopolitan. [online image] Available at: https://www.cosmopolitan.com.hk [Accessed 12 Dec. 2018] Fig. 88 Milk, 2018. Milk Magazine. [online image] Available at: http://www.milk.com.hk/magazine [Accessed 12 Dec. 2018] Fig. 89 she.com, 2018. she.com. [online image] Available at: https://www.she.com [Accessed 12 Dec. 2018] Fig. 90 Beauty Exchange, 2018. Beauty Exchange. [online image] Available at: https://www.beautyexchange.com.hk [Accessed 12 Dec. 2018] Fig. 91 POPBEE, 2018. POPBEE. [online image] Available at: https://popbee.com [Accessed 12 Dec. 2018]

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Martin, 2014. Marketing Mix | Place in 4Ps. [online] Available at: https://www.cleverism.com/place-fourps-marketing-mix/ [Accessed 29 Nov. 2018] Farfatch UK Limited, 2018. Vivienne Westwood - Luxe Brands for Womens. [online] United Kingdom.

Available at: https://www.farfetch.com/hk/shopping/women/designer-vivienne-westwood/items.aspx [Accessed 20 Nov. 2018] Harvey Nichols Group Limited, 2018. Designer Watches & Jewelry - Harvey Nichols. [online] Available at: https://www.harveynichols.com/en-hk/brand/vivienne-westwood/ [Accessed 20 Nov. 2018] House Of Fraser Limited, 2018. Vivienne Westwood [online] United Kingdom. Available at: https://www. houseoffraser.co.uk/brand/vivienne-westwood/0.0.0.0033990.0.0.pl [Accessed 20 Nov. 2018] Selfridges & Co. 2018. Vivienne Westwood Womens. [online] United Kingdom. Available at: http://www. selfridges.com/GB/en/cat/vivienne-westwood/womens/ [Accessed 20 Nov. 2018] LUSH Kitchen, 2018. Community Favourite [online] United Kingdom. Available at: https://uk.lush.com/ community-favourites [Accessed 10 Dec. 2018]

Appendices

Appendicies 1

Interview memo Name: Willis Wong Age: 33 Gender: Male Education level: University Occupation: Marketing Monthly income: HKD$30,000 - HK$40,000 Religion: Christianity Nationality: Hong Kong (China) Marital Status: Single Residential District: Hong Kong (New Territories) Q: How do you describe yourself in personality?

A: Passive, earnest, honest Q: How do you spend your leisure time?

A: Running and play basketball Q: Have you use social media platform? What type(s) of social media do you use mostly?

A: Yes, I usually use Facebook and Whatsapp. I also use Instagram and WeChat due to my job.

Q: How often do you use social media platform?

A: Everyday, definitely is. Whatsapp is the main communication tool with my family member as well as my boss and friends. And Facebook usually use for look out some life post and current eve nts. I use Facebook more than Instagram as I usually just look new post rather than post my own t hings and photos. WeChat just use for connect with some press or agency in China which is one of my job duties.

Q: How to plan your holiday?

A: I like stay at home. I seldom travel in holiday as so many people travelling at that time.

Q: What values are important to you?

A: Iâ&#x20AC;&#x2122;m a Christian. Of course some values in Bible. Some of values will inspired me in my life a nd let me think positively.

Q: How long have you worn Vivienne Westwood?

A: 3 years

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Interview memo Name: Can-liang Huang Age: 45 Gender: Male Education level: University Occupation: Entrepreneur (restaurant) Monthly income: Unstable, average: HKD$170,000 - HKD$270,000 Religion: Buddism Nationality: China Marital Status: Married, with a son and a daugter Residential District: Hong Kong and ShangHai (Unstable) Q: How do you describe yourself?

A: Leadership, sensitive, boring Q: How do you spend your leisure time?

A: reading, cooking and shopping Q: Have you use social media platform? What type(s) of social media do you use mostly?

A: Sometimes. I use WeChat mostly as I need to connect with my family members. Actually I hav e Weibo account but I seldom use that.

Q: How to plan your holiday?

A: I like travelling. I always travel with my family members.

Q: What values are important to you?

A: â&#x20AC;&#x153;Happiness consists in contentment.â&#x20AC;?

Q: How long have you worn Vivienne Westwood?

A: 5 years. Actually I often buy some clothing and accessories for my wife. Vivienne Westwood is one of her favourite brand. I also buy some menswear in passing.

Q: How frequently do you buy?

A: Unstable. Maybe half of year. Also, I will buy in Hong Kong if launch some limited edition pro ducts for Hong Kong.

Q: What kind of product(s) do you usually buy?

A: I would buy some dresses, accessories like bag and jewellery for my wife. Sometimes, I would buy jacket, tie and shoes for myself.

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Interview memo Name: Car Yip Age: 40 Gender: Female Education level: University Occupation: Stylist Monthly income: Unstable, average: HKD$40,000 - HKD$50,000 Religion: Not available Nationality: Hong Kong (China) Marital Status: Married Residential District: Hong Kong (New Territories) Q: How do you describe yourself in personality?

A: weird, passionate, impatient Q: How do you spend your leisure time?

A: Getting a facial Q: Have you use social media platform? What type(s) of social media do you use mostly?

A: Yes, I always use Instagram and Whatsapp. Sometimes, I also use WeiBo and Facebook.

Q: How often do you use social media platform?

A: Everyday. I always use social media to look out some current fashion trend and I always update my Instagram and use Instagram live to record my life.

Q: How to plan your holiday?

A: I will travel if I have not busy schedule. Yet, I cannot travel each holiday.

Q: What values are important to you?

A: My style represent my personality.

Q: How long have you buy Vivienne Westwood?

A: 8 years Q: How frequently do you buy?

A: Each season.

Q: What kind of product(s) do you usually buy?

A: I would buy some accessories like bag and some jewellery.

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Interview memo Name: Yiran Jin Age: 28 Gender: Female Education level: Master Occupation: Merchandiser Monthly income: Unstable, average: HKD$40,000 - HKD$50,000 Religion: Buddhism Nationality: China Marital Status: Single Residential District: Hong Kong (Kowloon) Q: How do you describe yourself?

A: Nice, patient, good fashion sense Q: How do you spend your leisure time?

A: Browsing social media, shopping and cooking Q: Have you use social media platform? What type(s) of social media do you use mostly?

A: Yes, I always use WeiBo and WeChat. Sometimes, I also use Red, which is the platform of sha re many beauty and fashion information.

Q: How often do you use social media platform?

A: Always. I have my own online store which sell some womenâ&#x20AC;&#x2122;s clothing so I always update m y WeChat and Red to promote and sell my product.

Q: How to plan your holiday?

A: I will travel if I have not busy schedule. Yet, I cannot travel each holiday.

Q: What values are important to you?

A: I think purchase well-known and luxury products represent the level of wealth and status Q: How long have you buy Vivienne Westwood?

A: 3 years Q: How frequently do you buy?

A: Each season.

Q: What kind of product(s) do you usually buy?

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Appendicies 2

Project Title : Fashion Buying - Comparative Shop Report

Project Title : Fashion Buying - Comparative Shop Report

CONSENT FORM

CONSENT FORM

Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form.

Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form.

o

I confirm that the purpose of the project has been explained to me, that I have been given information about it in writing, and that I have had the opportunity to ask questions about the research

o

I confirm that the purpose of the project has been explained to me, that I have been given information about it in writing, and that I have had the opportunity to ask questions about the research

o

I understand that my participation is voluntary, and that I am free to withdraw at any time without giving any reason and without any implications for my legal rights

o

I understand that my participation is voluntary, and that I am free to withdraw at any time without giving any reason and without any implications for my legal rights

o

I give permission for the interview to be recorded by research staff, on the understanding that the tape will be destroyed at the end of the project

o

I give permission for the interview to be recorded by research staff, on the understanding that the tape will be destroyed at the end of the project

o

I agree to take part in this project

o

I agree to take part in this project

______Willis Wong_________________

Name of respondent

___20-10-2018__________

Date

_____________

Signature

______Yiran Jin_______________

Name of respondent

___20-10-2018__________

Date

--------------------------------------------------------------------------------------------For office use only

--------------------------------------------------------------------------------------------For office use only

Name of researcher taking consent ………………………………………….

Name of researcher taking consent ………………………………………….

Date ………………………………………

Date ………………………………………

Signature

Signature

_____________

Signature

Project Title : Fashion Buying - Comparative Shop Report

Project Title : Fashion Buying - Comparative Shop Report

CONSENT FORM

CONSENT FORM

Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form.

Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form.

o

I confirm that the purpose of the project has been explained to me, that I have been given information about it in writing, and that I have had the opportunity to ask questions about the research

o

o

I understand that my participation is voluntary, and that I am free to withdraw at any time without giving any reason and without any implications for my legal rights

I confirm that the purpose of the project has been explained to me, that I have been given information about it in writing, and that I have had the opportunity to ask questions about the research

o

I understand that my participation is voluntary, and that I am free to withdraw at any time without giving any reason and without any implications for my legal rights

o

I give permission for the interview to be recorded by research staff, on the understanding that the tape will be destroyed at the end of the project

o

I give permission for the interview to be recorded by research staff, on the understanding that the tape will be destroyed at the end of the project

o

I agree to take part in this project

o

I agree to take part in this project

______ Can-liang Huang_____ Name of respondent

___21-10-2018__________ Date

_____________ Signature

______ Car Yip____________ Name of respondent

___21-10-2018__________ Date

--------------------------------------------------------------------------------------------For office use only

--------------------------------------------------------------------------------------------For office use only

Name of researcher taking consent ………………………………………….

Name of researcher taking consent ………………………………………….

Date ………………………………………

Date ………………………………………

Signature

Signature

_____________ Signature

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