Fashion Trends and Forecasting | TALA.

TALA Trends and Forecasting

S/S 22 Fashion Forecasting Package

Jessica Carfax ID: 201313305

Figure 1

01 developing a strategic direction

concept,

trend package production

Developing a Strategic Direction.

Black Lives Matter.

Society is now putting increasing pressure on companies to make inclusion a top priority in its business practices, rather than empty promises and flippant statements. Through identifying and interpreting the impact of the Black Lives Matter Movement on consumer behaviour throughout 2020, it is apparent that the fashion industry has seen an increase in conscious consumers. The unlawful murder of George Floyd and the systematic racism in society triggered what is now regarded as the largest civil rights movement to date (Hunt, 2020). Consumers began questioning their own purchasing habits and how they may have indirectly been contributing to the neglect and injustice the Black Community faces. Previously, diversity debates have centred around visual impacts at surface level, such as the percentage of black models on a runway (McKinsey, 2019), however, consumers are now demanding inclusivity in all levels of the brand (Hunt, 2020). A brand’s responses to the movement ultimately now dictate the future of the brand; releasing a tokenistic statement in support is no longer acceptable, brands had to start pro-actively contributing to the movement or face the repercussions (Lung, 2020). ‘Belief-driven buyers’, almost two-thirds of consumers, expressed they would avoid brands who do not declare a clear stance on societal issues (McKinsey, 2019), and 54% of consumers believe brands are essential in the social conversation regarding race relations (McKinsey, 2020). It is evident that brands must embrace diversity and inclusivity at the core of their identity if they want a chance of survival in this new socially conscious market of consumers.

Lifestyle Shift.

Consumers were forced to scrutinise what their favourite brands stood for beyond their surface-level activism and revaluate where they wanted to spend their money – this further initiated a conversation regarding how transparent brands have been with their practices. Within recent years, environmental concern from consumers has become a top priority for brands to consider in every aspect of their business, however, social justice and human rights issues are gaining a significant share of the concern (McKinsey, 2020). This lifestyle shift of conscious consumerism, triggered by the conversation sparked by the BLM movement, sees consumers questioning how ethical the brand is at every stage of manufacture, not just PR relations.

Considering consumers’ growing interest in showing support for socially responsible brands, research has proven that brands who embrace corporate social responsibility into the core of the brand benefit financially (Lee et al, 2018). This is due to

consumer valuing the brand’s pro-active attempts at CSR and positively affecting their intention to purchase. With 93% of consumers demanding more transparency in their business practices to be featured on their website (Lee et al, 2018), it is evident that brands failing to align their brand values with the consumers’ values will ultimately lose a large proportion of their customer base. Although many researchers have previously identified an intention-behaviour gap – where consumers’ socially conscious attitudes do not always align with their purchasing behaviour (Muthu, 2016), after the impact of the BLM movement causing more consumers to question their purchasing habits, the gap is seemingly beginning to close (McKinsey, 2020). 66% of consumers participating in a survey through August 2020 said they would significantly reduce or stop purchasing from a brand that was not treating its employees fairly or attempting to put an end to racial injustices (McKinsey, 2020).

cons con

cious sume ism

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d• Student or recently started a new/first job.

Demographics:• Low disposable income, usually below £25,000, so price sensitive.

• Relationship status is usually single or regularly dating.

• Originally from rural areas, currently residing in cities close to University or Place of Work

• Comes from middle-class backgrounds.

Likes:

• Leading a healthy lifestyle, wellness and exercising.

l• Likes to relax by baking, shopping, reading, keeping up with fashion trends, socialising with friends and families and eating out at restaurants.

Likes & Dislikes:

• Positive environmental and social change.

Dislikes:

• Injustice and discrimination.

• Companies contributing to climate change.

• Stereotypes and old-fashioned views.

• Feeling lazy or unmotivated.

Consumer Profile.

Behavioural Characteristics:

• The targeted consumer is a female individual, between 18-25, belonging to Generation Z or is a younger Millennial.• Very vocal regarding raising awareness about social injustices, predominantly on social media, and takes part in protests both on and offline.

• Demands change from political powers to combat environmental issues.

• Shares day-to-day life on social media with family and friends.

• Words hard to finish their education or move up the career ladder.

b• Regularly checks social media sites such as Twitter and LinkedIn for news updates, rather than traditional new outlets.

• They tend to be extroverted and wish to meet new people constantly by going out to bars and clubs.

• Issues such as mental health awareness are very important to them.

Purchasing Habits:

• Actively trying to change purchasing habits to shop more consciously and responsibly.

• Loyal to their favourite brands, however, somewhat open to discovering new brands through social media recommendations.

• Influenced by social media influencers and public figures.

• Shops around to get best value for money and promotional benefits before buying e.g., student discount, free returns, style conscious.

• This target consumer purchase frequently online due to being able to browse many different websites for the best value-for-money options and the ease of ordering straight to the home.

Motivations:

• Wants to have a positive effect on the world e.g., changing lifestyle habits, introducing more plant-based foods to their diets, protesting for legislation to protect neglected communities.

m• To be successful in their careers and/or graduated from University with a good grade.

Motivations & Values:

• To settle down and start a family in the near future.

• Wants to travel the world.

• Wants to feel happy within their own bodies and to feel confident and empowered within themselves.

Values:

• Independence. Freedom. Family and friends. Inclusivity and equality. To be able to be spontaneous and make memories. To be successful.

• Fashion trends.

Interests and Opinions:

i

- This consumer is somewhat trend-led, due to the nature of being influenced by social media, however, are becoming increasingly conscious as to how harmful trends like fast-fashion can be. Also not just trendled within the fashion sector, they also follow trends such as veganism and exercise trends.

• Influencer culture.

• Social media – predominantly Instagram, TikTok, Twitter, Snapchat, LinkedIn, Pinterest.

- Follows: @natachaoceane, @emmachamberlain, @gracebeverley

• Healthy cooking and baking. Eating out. Shopping. Pop, upbeat music

Fashion Brands:

• Urban Outfitters, Gymshark, Asos, Depop, Charity Shopping.

• They shop at brands where they can find stylish, trendy clothing but also brands who are trying to be more environmentally conscious. Due to limited budgets, they are price-sensitive so can only cut out fast-fashion brands to a certain extent. Second-hand shops, including Depop and charity shops, are gain ing popularity for being more sustainable and to find unique pieces.

Brand Preferences:

b

Aspirational Brands:

• All Saints, Mercedes, Apple (the higher-end products), Waitrose & M&S.

• The target consumer also wishes to shop at more sustainable and socially reposible stores, however due to their current incomes, they are slowly introducing these brands into their lifestyle.

Non-fashion Brands:

• Apple, Ikea, Tesco, Lidl, more plant-based food brands e.g., Oatley, Quorn etc.

• They are some of the first to adopt new technology e.g., the latest iPhone.

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Day in the Life.

morning

Checks social media to check the news from overnight, replies to texts and checks what the day will consist of.

Does a 20-minute HITT workout following a YouTube video such as, Natacha Océane, and then showers.

Makes breakfast, normally something quick such as an iced coffee/tea, and cereal with fruit.

Gets ready for the day.

morning lunchtime

lunchtime

Attends university lectures and group tutorial meeting. Reads in between lectures and usually listens to music while studying. Has a quick lunch that she has meal prepped previously before, such as, bruschetta or a rice bowl, with another iced coffee. Takes 30-minute break to check in with her friends/family and to confirm plans later.

afternoon evening

Finishes work and relaxes for an hour. Meets friends or flatmates and goes to the gym/on a walk. Pops to the shops to get food for dinner, usually makes pasta or a curry.

Makes a night tea and writes to do list for tomorrow. (weekday) Watches a movie or TV with flatmates to wind down for the night.

Facetimes family and boyfriend before showering and getting into bed. reads for an hour and falls asleep by about 1am.

afternoon weekday evening eveningweekend evening

(weekend) Starts to get ready to meet friends and go out for drinks/to socialise.

Usually back around 2am and is asleep by around 3am.

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table 2.

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table 2 con.

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Brand Essence.

Tala, a sustainable female activewear e-tailer, was founded in 2019 by 23-year-old social media influencer Grace Beverley in hopes to provide a slow fashion approach to high-performance activewear at an affordable price (Tala, 2021). Tala’s flattering, sustainable fits are targeted towards millennials and Generation Z shoppers desiring multi-purposeful pieces which transition between activewear and casual wear (Geoghegan & Brown, 2020). Beverly has built a community of over 1m followers and in less than a year, generated revenues of over £6.2m. The brand was nominated for Brand of the Year for the Draper’s Sustainable Fashion 2021 Awards (Fish, 2021), and Beverley was named as the Young Entrepreneur of the Year at the Great British Entrepreneurship Awards (Schaffer, 2019). The brand’s mission is to fill the gap in the market for ethically produced, inclusive activewear at an affordable price that does not lack in quality or cause harm to the planet.

Tala’s garments are made with 92% recycled materials – Beverley explained that making the clothes 100% recyclable would place the products well out of the price range of the targeted consumer (Rackham, 2019). For a sustainable brand to survive in a market of relatively price-sensitive consumers, they must not be too expensive; one of Tala’s biggest achievements is ‘matching those bigger fast fashion brands by marketing prices under £35-40’ (Rackham, 2019). Body diversity is another key aspect at the core of the brand, Beverley told BBC that she became upset seeing the positive reaction to Tala’s campaign featuring women of all different shapes, sizes and races as she felt that this should not have been abnormal – she wants consumers to be able to see how the clothes will look like on their own body before purchasing (Rackham, 2019). Tala’s pricing ranges from £8 for a hair accessory set to £75 for an oversize jacket, with the brand’s best-selling leggings retailing for £42.

Brand Onion.

Having a clear brand identity allows Tala to control how the consumer perceives the brand, and to communicate the core purpose of the brand to the targeted consumer. Consumers are more likely to form an emotional connection to a brand if the brand’s values align with their own (Posner, 2011) – which is becoming increasingly important with the lifestyle shift of conscious consumerism as consumers are constantly switching brand loyalty. Furthermore, a SWOT analysis has been conducted to identify Tala’s internal strengths which can be used to create an external opportunity for the brand or help overcome any potential threats in the market (Posner, 2011).

Brand Essence:

“slow fashion approach to sustainable style that doesn’t cost the earth” (Tala, 2021).

“affordable, sustainable styles without the need to compromise on high-performance pieces and flattering fits” (Tala, 2021).

Brand Values: Brand Personality:

- Sustainable style

- Ethical manufacturing

- Accessible pricing

- Inclusive

- Transparent

- Stylish, high-quality pieces

Brand in Action:

- Youthful and energetic

- Eco conscious and responsible

- Honest and transparent

- Confident and empowering

- Minimalistic

- Pro-active

• Portugal partner factories have been audited by SEDEX (which focuses on health & safety, environment and business ethics by visiting the sites, interviewing the team and policy reviews).

• Fabrics used are accredited by GOTS (which looks at the entire supply chain, in-cluding ensuring no nasty chemicals are used, monitors waste reduction and checks working conditions).

• All packaging is 100% recyclable, and all garment packaging is made from 100% recycled packaging.

• Only works with suppliers whose values align with the brand’s core practices.

• Information on website regarding the materials they use and each factory in its supply chain to be transparent with consumers in every aspect.

• All the label tags are plantable.

• Products are made form 92% recycled materials.

• Brand has saved 1.9million litres of water by using recycled yarns and its track-suits alone has recycled more than 59,000 bottles (Schaffer, 2019).

• Inclusive models and a range of sizing from 6-18.

• On all products, the description informs how little each product damages the planet to ensure consumers they are shopping responsibly.

table 3.

Educated and transparent with manufacturing processes.

Fashionable, stylish activewear.

Inclusive sizing, models represent all shapes, sizes, and races.

Strong brand identity and core values. Benefits from influencer marketing, decent social media presence.

Affordable, accessible pricing. Grace Beverley fan following.

Recyclable packaging and materials act as a competitive advantage.

Young female entrepreneur – refreshing to the market. Certified by Global Recycling Standard (GRS) and EU Ecolabel (Tala, 2021).

strengths opportunities

New to the market, lots of opportunity for growth. New product range expansions are a possibility e.g., loungewear, swimwear.

To create a strong online community. Consumer purchasing habits recently shifted online due to the Coronavirus pandemic.

Launch party/pop up shops. New technology allowing for more sustainable processes and manufacturing systems.

To grow its social media presence and following. Potential to open brick and mortar stores.

Shift to a more casualised wardrobe for day-to-day life. Sustainability is the fashion industry biggest opportunity.

Online only, customers cannot ‘try before they buy’. New brand – relatively weak market presence. Competing against large competitors such as Gymshark, Nike and Adidas.

Smaller social media following compared to previously mentioned competitors.

Low-profit margins.

Garments not made from 100% recycled

SWOT analysis. strengths weaknesses opportunities threats

weaknesses threats

Many existing and new competitors in the market. New travel restriction brought about because of Brexit.

Covid-19’s economic crisis.

Sustainability is no longer as big of a competitive advantage as it was a couple of years before. Fast-fashion brands still have a low-price competitive advantage with Tala’s customers due to their age demographic and income.

Changes in import/export regulations.

90% economic decline due to the pandemic – limited spending power and rise in unemployment levels.

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Market Opportunity.

As identified in the SWOT analysis, Tala is competing against brands with a massive share in the market. However, whilst Tala is regularly recognised for its sustainable practices and inclusive nature, with consumers increasingly conscious regarding where they are shopping, it is important for Tala to expand its brand visibility within the conscious consumer market. The S/ S22 collection will build upon what the brand already offers, and by identifying a concept that will emotionally connect with the target audience, the collection will add to Tala’s credibility within the market. Consumers are now questioning societal norms and are taking an item’s lifespan into their own hands (verified by the increase in second-hand sales), so brands need to focus upon limiting product waste and creating a collection derived from natural, organic influences to ensure survival (TextileView, 2021).

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Colour, Concept, Mood, Fabrics & Silhouettes.

res

ourse ful

Trend Concept.

Tala’s S/S22 collection will focus upon communicating the trend concept resourceful through a new permanent collection dedicated to “making better for less, for a more respectful and sustainable future” (Harman, 2020). The concept theme has been generated by consumers heightened emotional response, which is said to be the “most powerful driver of consumer’s needs and wants in the coming years” (Harman, 2020). This emotional response has been magnified due to the uncertainty the Coronavirus pandemic has inflicted and the need to seek justice for the neglect and discrimination present in the industry highlighted by the BLM movement (McKinsey, 2020). Resourceful forces consumers to revaluate how their items are made and produced and allow for the imperfections of natural materials and a minimalistic aesthetic to be celebrated. The concept, which is rooted in preparedness and sustainability, reflects the traits of an honest, responsible consumer, with the emphasis being put on a more inclusive and collaborative design process where “products, systems and materials require reduced resources, less maintenance, and get better with age” (Harman, 2020).

This concept’s aim, the lifestyle shift emergence and Tala’s brand values all centre around a more conscious consumer who demands honesty and transparency in all business practices, with an emphasis put on limiting harmful waste and social injustices. Tala’s core material already encompasses the concept by using regenerated waste materials that would have been otherwise been discarded (Tala, 2021), and its slow approach to fashion aligns with the concept’s stripped-back style. Tala’s S/ S22 collection will encapsulate resourceful[ness] at every stage of its design process – from sourcing the materials to the practices used to manufacture, right to the packaging of the final garment. This will additionally be reflected in the neutral colour palette and simple design bringing comfort and reassurance to consumers while encouraging them to pause, reset and reflect (Harman, 2020). With anxiety and depression levels rising within Generation Z (Bell, 2021), the S/S22 collection must communicate a sense of security and justice through more inclusive and collaborative ways, whilst aligning with the brand’s core values of making “affordable, highly wearable activewear that doesn’t break the bank or damage our planet” (Tala, 2021).

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Key Points. 01

eliminate unecessary detail.

quiet and comfortable styles.

Trend Mood.

patch and repair mindset.

encourage consumer to pause and reflect.

The mood of this trend concept reflects the ideals of a natural and sustainable approach to fashion, with emphasis being put on unfinished construction and raw creativity (Harman, 2020). The general mood this collection will encapsulate is humble. Throughout 2020, consumers became more conscious regarding how harmful their purchasing behaviours can be, with 75% of consumers who have since readjusted their shopping habits intending to continue with the switch (Charm et al, 2020). With consumers recognising that how something is made is just as important as the item itself (Harman, 2020), this lifestyle shift has cause society to face the faultiness of their behaviours and strive towards doing better. Resourceful allows consumers to embrace this simple aesthetic and put trust in a reclaimed, natural, humbled style.

This colour palette, consisting of eight colour shades, is inspired by natural dyes and local materials, featuring both plant-based undertones and brightening mineral tones (Harman, 2021). Tala’s product range, due to limiting unnecessary design processes and the use of regenerated fabrics, have a limited colour selection and are monochromatic, which is accounted for in this colour palette. The use of these grounded colours offers reassurance to consumers while providing a sense of balance in a society impacted by shifting lifestyles. Moreover, these grounded colours reassure consumers of the sustainable aspect of the collection. The accent colours have been derived from rich, natural resources influenced

by warm sandy neutrals allowing for a calming aesthetic rooted in the need for increased personal awareness (TextileView, 2021) and creates a ‘nostalgic warmth’ to the collection (Harman, 2021). With convivence being a key driver within consumer purchasing decisions, due to reset routines caused by the lifestyle shift, the simplistic and minimalistic core colours of blacks, whites and greys allow for consumers to feel a sense of calm within this transitional period in society (TextileView, 2021). These core colours offer consumers timeless shades that align with Tala’s slow approach to fashion and the restorative greys in the palette are ‘reminiscent of spas and encourage a slower pace’ (Harman, 2021).

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figure

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core colours

colours

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Tala’s Best Sellers.

SKINLUXE LEGGINGS

(figure 87)

Sweet-heart contour to flatter natural curves. Lightweight feel which moulds to body. Zip pocket.

Available in three lengths (7/8, regular and tall).

76% recycled Nylon, 24% Lycra® Sport.

Machine wash at 30°C, do not bleach/tumble dry/iron.

92% upcycled Polyamide, 8% Elastane. Four-way stretch.

ASTER CROP

(figure 88)

LILA THONG & ISA

TIE-BACK BRA (figure 89)

SKINLUXE TANK SPORTS BRA

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AUDORA FLARED LEGGING (figure 91)

Breathable.

Anti-bacterial.

Wash on cold cycle, do not tumble dry.

“This top saves over 40 litres of water and 2kg of CO2” (Tala, 2021).

Super soft.

85% Bamboo, 10% recycled polyamide and 5% elastane.

Stylish cross-back strap design. Compression bust band for additional support. Removable pads.

76% recycled Nylon, 24% Lycra Sport.

Machine wash at 30°C, do not bleach/tumble dry/iron.

Super soft ribbed fabric. Flared leg design.

85% Bamboo, 10% recycled polyamide, 5% elastane.

Tala’s most used fabric is made from ‘regenerated waste materials that would otherwise have been discarded’ (Tala, 2021), and the manufacturing process is monitored to ensure no harmful chemicals are added. Q-Nova makes lightweight, breathable fabrics, perfect for activewear, and is certified by GRS and EU Ecolabel, ensuring consumers of the fabric’s sustainability. The fabric mirrors the same qualities as Cotton and Polyester and has excellent moisture control allowing for breathability and allowing the consumer to remain fresh and dry (Fulgar, 2021). Q-Nova is just as durable as virgin polyamide and can be successfully dyed to a high quality (Fulgar, 2021). Tala usually blends this fabric with Elastane to lower the price point for its target customers and give stretch and further comfort to its activewear.

Bamboo is also commonly used in Tala’s product catalogue, with temperature and moisture controlling properties, this fabric is extremely breathable on the wearer’s skin. Bamboo is an excellent sustainable option as it uses only 10% of the amount of land to produce the same quantity as Cotton (Tala, 2021), while also being the fastest growing plant. Benefits of the fabric include being luxuriously soft, gentle on the skin and four times as absorbent as Cotton, making this fabric perfect for Tala’s more skin sensitive garments (Simply Bamboo Fabrics, 2021). Material made from bamboo can be machine washed and takes to dye excellently but should not be tumble dried to ensure a long lifespan. Bamboo helps the environment by preventing soil erosion, saving on water and by needing no pesticides – furthermore, studies have proven it can remove greenhouse gases from the environment (Simple Bamboo Fabrics, 2021).

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Q-Nova. Bamboo.

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Crushed Shells:

Materials.

Due to the consumer’s heightened emotional state, the materials used for Tala’s S/S 22 collection need to inflict emotions of comfort and reassurance to connect with the wearers (Harman, 2020). Natural aesthetics are to be embraced, allowing for a more raw and unfinished look to activewear in comparison to the usual sleekness. Organic, natural fibres in neutral tones allow for society’s desire for an inclusive and sustainable future to be communicated throughout the collection (TextileView, 2021).

Summer Sheen:

Embraces work-life balance by providing comfort throughout the day. This material will work best with a soft fabric, such as Bamboo, for more skin-sensitive garments. The ribbed effect allows for stretch further adding to the overall comfort.

Using recycled polyester to create a lightweight, breathable material, with a crushed texture achieved by ‘embracing the irregularity of recycled yarn’ (Harman, 2020). This material is suited for more voluminous, loose fitting pieces in the collection and will bring comfort and breathability to the garments – such as trousers and shorts.

Tactile Ribs:

Recycled Nylon, specifically Q-Nova, work to give a lightweight, woven approach to a highshine aesthetic with a more functional finish (Harman, 2020). This material is ideal for the spring/summer months.

Raw and Nautral Finish.

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Key Silhouettes.

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Trend Package Production.

SS 2022

Range Plan for TALA

Description: Decorative and practical zip fastening, supports posture, supports bust, panelling, breathability, flexibility, lightweight, removable pads.

Composition: 74% recycled Nylon, 24% Lrycra. Woven.

Fabric Care: Machine wash cold, Do not tumble dry/ iron/bleach.

The Align Bra

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£32

xs s m l xl

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crossover straps

supportive panels

The Asymetric Crop £32

Description: Stylish crossover strap design, lightweight material removable padding, supportive.

Composition: 74% recycled Nylon, 24% Lrycra. Woven.

Fabric Care: Machine wash cold, Do not tumble dry/ iron/bleach.

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cut out detail

The Cutaway Tee £26

Description: Subtle cut-away detail, cropped, breathable, comfortable, short sleeved, no fastening, controls moisture, soft, gentle on skin.

Composition: 100% bamboo, woven.

Fabric Care: Machine wash cold, dry flat.

breathable fabric

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cropped fit

no fastening

highcut leg

The Shore Sports Leotard

£37

square neckline

contrast panels

xs s m l xl

Description: Sophisticated square neckline, flattering shaping, fastening free, contrasting panelling, four way stretch, moisture wicking, lightweight.

Composition: 92% Q-Nova, 8% Elastane. Woven.

Fabric Care: Machine wash cold, dry flat.

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stretch waistband

The Volume Shorts

£30

Description: Flattering A-line fit, Hidden shorts, drawstring fasterning, high wasited. Easy to move in, breathable and anti-bacterial.

Composition: Recycled polyester, woven. Hidden shorts: 92% Q-Nova, 8% Elastane.

Fabric Care: Machine wash cold, dry flat.

built in shorts

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soft support

Description: Figure-enhancing fit, no fastening, super soft ribbed fabric, soft support

Composition: 85% Bamboo, 10% recycled polyamide (Q-Nova), 5% Elastane.

Fabric Care: (bra) hand wash, dry flat. (shorts) delicately machine wash, dry flat.

£55

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The Active Body Set

The Performance Tracking Leggings

£42

Description: Performance-based leggings, mid rise waist band offering support, flattering fit with panelling, hidden pockets for essentials, lightweight and breatheable, anti-bacterial. Available in three lengths.

Composition: 92% recycled nylon, 8% Elastane. Woven.

Fabric Care: machine wash on cold, do not tumble dry.

pockets

reinforced panels

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volume inserts

The Movement Pants

Description: Relaxed fit, cuffed at ankles, high waist band, easy to move in due to added volume, drawstring fasterning, hidden pockets. Available in three lengths.

Composition: Recycled Polyester. Woven

Fabric Care: Machine wash, dry flat.

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high waisted

xs s m l xl

The Hair Accessory Multi-Set

utilises waste materials

using leftover

subtle design

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£10

Made

material from the collection’s other pieces. Mainly recycled nylon.

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Retail Suggestions:

Influencer Marketing:

Tala’s target audience fall under those who are most social media conscious and influenced by those they follow online. Electronic word-of-mouth marketing typically generates double the sales than other forms of traditional marketing, for example, print media (McKinsey, 2014). Considering Grace Beverley was an influencer before establishing Tala, she has huge insider knowledge regarding how to communicate with her followers and how to form trusted relationships with the target audience by utilising influencer culture. Social media marketing can elicit emotions and form a connection between brand and consumer (Batra & Keller, 2016), so by targeting those who have a particularly strong influence over the primary audience, brand visibility and awareness for the collection will grow. Furthermore, through recommendations from a source the consumer finds reliable, such as an Instagram influencer, consumers may be swayed towards a purchase and feel more confident about their purchasing decision (Jackson & Shaw, 2009).

Pop Up Shop:

Additionally, to create buzz and excitement surrounding the launch, which will, in turn, lead to an increased awareness and most likely an increase in sales, the promotional campaign must create a sense of brand imagery and personality that will pique the interest of potential customers. Batra & Keller (2016) have concluded that events can create further brand image and capture the attention of consumers. Considering Tala is an e-retail, and is competing against brands with a physical store, hosting an exclusive pop-up store for a limited timeframe will draw customers to view the collection and share their experience on social media, spreading further news of the collection. The pop-up space needs to reflect the collection’s purpose and brand identity to communicate the core values to the consumers.

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References:

• Batra, R. and Keller, K. 2016. Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing. 80(special issue), pp. 122-145.

• Bell, A. 2020. Future Consumer 2022. [Online]. [Accessed: 15th April 2021]. Available from: https://www.wgsn.com/ en/article/wgsn-releases-new-insights-future-consumer-2022/

• Charm, T. Coggins, B. Robinson, K. and Wilkie, J. 2020. The great consumer shift: Ten charts that show how US shopping behaviour is changing. [Online]. [Accessed: 27th April 2021]. Available from: https://www.mckinsey.com/business-functions/ marketing-and-sales/our-insights/the-great-consumer-shift-ten-charts-that-show-how-us-shopping-behavior-is-changing

• Fish, I. 2021. Drapers Sustainable Fashion Awards 2021 shortlist revealed. [Online]. [Accessed: 13th April 2021). Available from: https://www.drapersonline.com/news/drapers-sustainable-fashion-awards-2021-shortlist-revealed

• Fulgar. 2021. Q-Nova By Fulgar. [Online]. [Accessed: 23rd April 2021]. Available from: https://www.fulgar.com/eng/ products/q-nova

• Geoghegan, J. and Brown, H. 2020. Fit for purpose: new activewear brands to know. [Online]. [Accessed: 13th April 2021]. Available from: https://www.drapersonline.com/news/fit-for-purpose-new-activewear-brands-to-know

• Harman, J. 2020. Women’s Active Apparel: Key Items Fashion S/S 22. [Online]. [Accessed: 29th March 2021]. Available from: https://www.wgsn.com/fashion/article/87805

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Table 1: Carfax, J. 2021. Consumer Profiling. [Table]. Leeds: University of Leeds.

Table 2: Carfax, J. 2021. Consumer Day in the Life. [Table]. Leeds: University of Leeds.

Table 3: Carfax, J. 2021. Brand Onion. [Table]. Leeds: University of Leeds.

Table 4: Carfax, J. 2021. SWOT Analysis. [Table]. Leeds: University of Leeds.

Figure List: 58.

Figure 1: Tala. 2020. Dreaming of sculpting, second skin fits? [Instagram]. [Accessed|: 8th May 2021]. Available from: https:// www.instagram.com/p/CHdt8wnhnd2/

Figure 2: Tala. 2021. Tala. [Online]. [Accessed: 8th May 2021]. Available from: https://www.wearetala.com

Figure 3: Tala. 2021. Warning – this collection may cause a severe confidence boost. [Instagram]. [Accessed 8th May 2021]. Available from: https://www.instagram.com/p/CJqaC7bhpyH/

Figure 4: Tala. 2021. Who’s in favour of wearing pyjamas 24 hours a day? [Instagram]. [Accessed: 25th April 2021]. Available from: https://www.instagram.com/p/CMu4JTwB05f/?igshid=zruijp173yoq

Figure 5: Harriman, M. 2020. Rita Asante, 18. [Online]. [Accessed: 21st April 2021]. Available from: https://www.vogue.co.uk/ news/gallery/black-lives-matter-protestors-london?image=5ed8bab2c7b4c7e33de305f9

Figure 6: Harriman, M. 2020. Amal Fashanu, 31, fashion designer, journalist, presenter. [Online]. [Accessed: 21st April 2021]. Available from: https://www.vogue.co.uk/news/gallery/black-lives-matter-protestors-london?image=5ed8bab2c7b4c7e33de305f9

Figure 7: Tala. 2021. Even the smallest of changes can have the biggest impacts on our planet. [Instagram]. [Accessed: 25th April 2021]. Available from: https://www.instagram.com/p/CLd9mPShzta/?igshid=t780tpyl7eo2

Figure 8: Tala. 2021. You in TALA. [Instagram]. [Accessed: 22nd April 2021]. Available from: https://www.instagram.com/p/ COcrz3uruW9/?igshid=1p4dp2uqnnpu

Figure 9: Carfax, J. 2021. [Screenshot]. Leeds: University of Leeds.

Figure 10: BBC Good Food. 2021. Easter bakes don’t get much better than this. [Instagram]. [Accessed: 6th April 2021]. Available from: https://www.instagram.com/p/CNPyOCZjVCo/

Figure 11: Haven, S. 2021. Takeout-style sticky cashew chicken except hold the white boxes because its homemaadee! [Instagram]. [Accessed: 17th April 2021]. Available from: https://www.instagram.com/p/CNtY9c6pZEf/

Figure 12: Carfax, J. 2021. [Screenshot]. Leeds: University of Leeds.

Figure 13: Carfax, J. 2021. [Screenshot]. Leeds: University of Leeds.

Figure 14: Carfax, J. 2021. [Screenshot]. Leeds: University of Leeds.

Figure 15: Michalak, H. 2021. This mornings lecture is on sequencing a practice. [Instagram]. [Accessed: 14th April 2021]. Available from: https://www.instagram.com/p/CNhWX4PjCT9/

Figure 16: Kimberly, C. 2017. *poses w my salad* *gets 3 deserts*. [Instagram]. [Accessed: 14th April 2021]. Available from: https://www.instagram.com/p/BXGXqfgBI9y/

Figure 17: Buck Street Market. 2021. Saturday vibes. [Instagram]. [Accessed: 14th April 2021]. Available from: https://www. instagram.com/p/CNNbMUhLtVS/

Figure 18: Carfax, J. 2021. Instagram. [Photograph]. Leeds: University of Leeds.

Figure 19: Carfax, J. 2021. Molly Mae YouTube Channel. [Screenshot]. Leeds: University of Leeds.

Figure 20: Carfax, J. 2021. Natacha Oceane’s Instagram Account. [Screenshot]. Leeds: University of Leeds.

Figure 21: Oceane, N. 2020. Today’s lower body workout had my legs + glutes wide awake. [Instagram]. [Accessed: 3rd April 2021].

Figure 22: @eatsbyjaz. 2021. Today’s oatspiration. [Instagram]. [Accessed: 9th May 2021]. Available from: https://www.instagram.com/p/COk60mepZeT/?igshid=1evbwkbf6wrg0

Figure 23: @academic.alice. 2021. Post-exam messy desk. [Instagram]. [Accessed: 9th May 2021]. Available from: https://www. instagram.com/p/COpKVmxB1PG/?igshid=j37zsfl09w1g

Figure 24: @melissaeats. 2021. Putting my @terra.bello infused oil to good use. [Instagram]. [Accessed: 28th April 2021]. Available from: https://www.instagram.com/p/COI2qOylLnk/?igshid=y8kci3omxq8i

Figure 25: Saldana, N. 2021. Burn more calories without actually exercising. [Instagram]. [Accessed: 9th May 2021]. Available from: https://www.instagram.com/p/COly3KFrEvt/?igshid=nby4g2kybqlt

Figure 26: @kristelskitchenblog. 2021. Creamy Pasta and Ground Beef. [Instagram]. [Accessed: 9th May 2021]. Available from: https://www.instagram.com/p/COqFzY7FqVk/?igshid=rjjoh2x9v8mp

Figure 27: @readingwithang_. 2021. Book review. [Instagram]. [Accessed: 9th May 2021]. Available from: https://www.instagram.com/p/COqHnG4LPUu/?igshid=1y2cvjaw4gqsh

Figure 28: Netflix. 2021. Netflix. [Online]. [Accessed: 3rd April 2021]. Available from: https://variety.com/2020/digital/news/ netflix-shuffle-play-button-tv-devices-random-1234739192/

Figure 29: Hesford, C. 2020. Enjoying my last week off at home u’north before a big one next week job and my first club gig… [Instagram]. [Accessed: 16th April 2021]. Available from: https://www.instagram.com/p/B7ndby4jRq9/?igshid=1rca6ghve805q

Figure 30: @twogirlsandabar_perth. 2021. @neho_perth would take our mask off for this, every day of the week. [Instagram]. [Accessed: 9th May 2021]. Available from: https://www.instagram.com/p/COmCsgvjQ38/?igshid=13jfymqcqfk2n

Figure 31: Tala. 2021. Clover is guaranteed to bring you luck. [Instagram]. [Accessed: 20th April 2021]. Available from: https:// www.instagram.com/p/CNRw3fmrtng/?igshid=1rv3k9v0i6am7

Figure 32: Tala. 2020. Pipe-dream. [Instagram]. [Accessed: 3rd May 2021]. Available from: https://www.instagram.com/p/CGSwGH1hl5Z/

Figure 33: Victoria’s Secret. 2020. In a range of neutrals worth noticing, our sexy illusions push-up is the ultimate foundation for any look. [Instagram]. [Accessed: 3rd May 2021]. Available from: https://www.instagram.com/p/CEZpX3hgo0Y/

Figure 34: Tala. 2021. If nothing changes, nothing changes. [Instagram]. [Accessed: 3rd May 2021]. Available from: https://www. instagram.com/p/CN2TIPdrop-/

Figure 35: Tala. 2021. You wanted to see more behind the scenes, so … [Instagram]. [Accessed: 3rd May 2021]. Available from: https://www.instagram.com/p/CKTtYphB5nQ/

Figure 36: Tala. 2021. T-minus 8 days and counting. [Instagram]. [Accessed: 3rd May 2021]. Available from: https://www.instagram.com/p/CNPUCMBrt4c/

Figure 37: Lounge Underwear. 2021. There are no if’s, BUTT’s or maybe’s around here … [Instagram]. [Accessed: 3rd May 2021]. Available from: https://www.instagram.com/p/CJ_0or7nELk/

Figure 38: Yin Yoga. 2020. Spiritual sustenance in a time of crisis. [Instagram]. [Accessed: 3rd May 2021]. Available from: https://www.instagram.com/p/B-QGlIvBWku/

Figure 39: Tala. 2021. Restock pending. [Instagram]. [Accessed: 3rd May 2021]. Available from: https://www.instagram.com/p/ CONlMBmrIkn/

Figure 40: Tala. 2019. Sustainability. [Instagram]. [Accessed: 3rd May 2021]. Available from: https://www.instagram.com/stories/highlights/17965754434257802/

Figure 41: Tala. 2019. Sustainability. [Instagram]. [Accessed: 3rd May 2021]. Available from: https://www.instagram.com/stories/highlights/17965754434257802/

Figure 42: VanderPloeg, L. [2019]. Inclusive. [Online]. [Accessed: 3rd May 2021]: Available from: https://creativemornings.com/blog/meet-our-inclusive-illustrator-libby-vanderploeg?utm_source=CreativeMornings+Global&utm_campaign=22eb9d29c7-April%2C+Global+Theme%3A+Inclusive&utm_medium=email&utm_term=0_1768cc808f-22eb9d29c7-323805553&mc_cid=22eb9d29c7&mc_eid=84bc5c88f1

Figure 43: Grace Beverley. 2019. To think 7 months ago this company didn’t exist, to now shutting down London for 3 days with queues around the... [Instagram]. [Accessed: 3rd May 2021]. Available from: https://www.instagram.com/p/B5Qm-sPANYW/

Figure 44: Grace Beverley. 2019. Press night was a hit. [Instagram]. [Accessed: 3rd May 2021]. Available from: https://www. instagram.com/p/B5N9Uf8gWbE/

Figure 45: Tala. 2021. “Empowered women, empower women”. [Instagram]. [Accessed: 5th May 2021]. Available from: https:// www.instagram.com/p/CMPkD65rO5L/?igshid=jrkbxs82rg

Figure 46: Tala. 2021. How do you look after the planet? [Instagram]. [Accessed: 5th May 2021]. Available from: https://www. instagram.com/p/CK9E6aPho49/?igshid=pi9fmthiebnp

Figure 47: Tala. 2021. Typically, when you think of fast fashion, you probably think of the latest trends, cute garms, and a low price… [Instagram]. [Accessed: 5th May 2021]. Available from: https://www.instagram.com/p/CIA1BKRhgF1/?igshid=axwro8617hhr

Figure 48: Tala, 2020. Taking steps to take care of our beautiful planet isn’t hard. [Instagram]. [Accessed: 5th May 2021]. Available from: https://www.instagram.com/p/CGkOkdlJ-jD/?igshid=375203gj403b

Figure 49: Tala. 2021. And now, the news you’ve all be waiting for! We are so excited to share that we are now able… [Instagram]. [Accessed: 25th April 2021]. Available from: https://www.instagram.com/p/CMmXqLvBL6X/?igshid=13mq2l7azq7yb

Figure 50: WGSN. 2021. Everything Creative. [Online]. [Accessed: 26th April 2021]. Available from: https://www.wgsn.com/ fashion/article/87569?lang=en#page_6

Figure 51: WGSN. 2021. Beth Rowden. [Online]. [Accessed: 26th April 2021]. Available from: https://www.wgsn.com/fashion/ article/87569?lang=en#page_6

Figure 52: WGSN. 2021. The Inspiration Provider. [Online]. [Accessed: 26th April 2021]. Available from: https://www.wgsn. com/fashion/article/87569?lang=en#page_6

Figure 53: WGSN. 2021. Filling Pieces. [Online]. [Accessed: 26th April 2021]. Available from: https://www.wgsn.com/fashion/ article/87568?lang=en#page_7

Figure 54: WGSN. 2021. Kobn. [Online]. [Accessed: 26th April 2021]. Available from: https://www.wgsn.com/fashion/article/87569?lang=en#page_6

Figure 55: WGSN. 2021. Gluck. [Online]. [Accessed: 26th April 2021]. Available from: https://www.wgsn.com/fashion/article/87569?lang=en#page_6

Figure 56: WGSN. 2021. Ignant. [Online]. [Accessed: 26th April 2021]. Available from: https://www.wgsn.com/fashion/article/87568?lang=en#page_12

Figure 57: WGSN. 2021. Free People Movement. [Online]. [Accessed: 26th April 2021]. Available from: https://www.wgsn.com/ fashion/article/87569?lang=en#page_6

Figure 58: WGSN. 2021. Andrea Jiapei Li. [Online]. [Accessed: 26th April 2021]. Available from: https://www.wgsn.com/fashion/article/87568?lang=en#page_7

Figure 59: WGSN. 2021. May Parlar. [Online]. [Accessed: 26th April 2021]. Available from: https://www.wgsn.com/fashion/article/87569?lang=en#page_6

Figure 60. WGSN. 2021. Cos. [Online]. [Accessed: 26th April 2021]. Available from: https://www.wgsn.com/fashion/article/87569?lang=en#page_6

Figure 61: WGSN. 2021. 19-4203 TCX. [Online]. [Accessed: 23rd April 2021]. Available from: https://www.wgsn.com/fashion/ article/86993#page_16

Figure 62: WGSN. 2021. 13-4110 TCX. [Online]. [Accessed: 23rd April 2021]. Available from: https://www.wgsn.com/fashion/ article/86993#page_16

Figure 63: WGSN. 2021. 11-0103 TCX. [Online]. [Accessed: 23rd April 2021]. Available from: https://www.wgsn.com/fashion/ article/86993#page_16

Figure 64: WGSN. 2021. 19-4122 TCX. [Online]. [Accessed: 23rd April 2021]. Available from: https://www.wgsn.com/fashion/ article/86993#page_16

Figure 65: WGSN. 2021. 18-4034 TCX. [Online]. [Accessed: 23rd April 2021]. Available from: https://www.wgsn.com/fashion/ article/86993#page_16

Figure 66: WGSN. 2021. 16-1518 TCX. [Online]. [Accessed: 23rd April 2021]. Available from: https://www.wgsn.com/fashion/ article/86993#page_16

Figure 67: WGSN. 2021. 19-1652 TCX. [Online]. [Accessed: 23rd April 2021]. Available from: https://www.wgsn.com/fashion/ article/86993#page_16

Figure 68: WGSN. 2021. 17-1605 TCX. [Online]. [Accessed: 23rd April 2021]. Available from: https://www.wgsn.com/fashion/ article/86993#page_16

Figure 69: Carfax, J. 2021. [Screenshot]. Leeds: University of Leeds.

Figure 70: Soleil, V. 2020. Memories. [Instagram]. [Accessed: 18th April 2021]. Available from: https://www.instagram.com/p/ CEBPKiGHmP3/

Figure 71: Lululemon. 2021. Women’s Clothes. [Online]. [Accessed: 18th April 2021]. Available from: http://www.pinterest. co.uk/pin131800726585897526/

Figure 72: Carfax, J. 2021. [Screenshot]. Leeds: University of Leeds.

Figure 73: Carfax, J. 2021. [Screenshot]. Leeds: University of Leeds.

Figure 74: Carfax, J. 2021. [Screenshot]. Leeds: University of Leeds.

Figure 75: Carfax, J. 2021. [Screenshot]. Leeds: University of Leeds.

Figure 76: Pinterest. 2021. Mauve | aesthetic. [Online]. [Accesssed: 18th April 2021]. Available from: https://pin.it/aQMIhgD

Figure 77: Deviant Art. 2010. Feeling Blue. [Online]. [Accessed: 18th April 2021]. Available from: https://www.deviantart.com/ stock7000/art/Feeling-Blue-173770179

Figure 78: Lightscapes Nature Photography Blog. 2012. Day 12: Finale – Pink Canyon. [Online]. [Accessed: 18th April 2021]. Available from: https://lightscapesphotography.wordpress.com/2012/08/14/day-12-finale-pink-canyon/amp/

Figure 79: @violette_fr. 2019. Color mood by @evelyndragan Rg @thehautepursuit. [Instagram]. [Accessed: 18th April 2021]. Available from: https://www.instagram.com/p/Bqr3mD_lBQB/?igshid=1gqiei10c976e&epik=dj0yJnU9d3psRDl5VnZlTlljMndUbzBiZGZ4R1pzakY5QllFazgmcD0wJm49dF84ZzdudVZzWlUxNjB6NTljT0dBUSZ0PUFBQUFBR0NZa2lv

Figure 80: Fraise & Basilic. 2016. Layer cake poire caramel. [Online]. [Accessed: 18th April 2021]. Available from: http:// fraise-basilic.com/layer-cake-poire-caramel/

Figure 81: Kotinsky, R. 2016. The Keeper of the Canyon. [Online]. [Accessed: 18th April 2021]. Available from: https://fineartamerica.com/featured/the-keeper-of-the-canyon-ronald-kotinsky.html

Figure 82: WGSN. 2020. Cody Cobb. [Online]. [Accessed: 18th April 2021]. Available from: https://www.wgsn.com/fashion/ article/86993?lang=en#page_6

Figure 83: Carfax, J. 2021. [Screenshot]. Leeds: University of Leeds.

Figure 84: Carfax, J. 2021. [Screenshot]. Leeds: University of Leeds.

Figure 85: Asos. 2021. TALA Set in Pink. [Online]. [Accessed: 3rd May 2021]. Available from: https://www.asos.com/tala/talaset-in-pink/grp/34529?colourwayid=60434176&SearchQuery=tala#22889978

Figure 86: Asos. 2021. TALA Set in Black. [Online]. [Accessed: 3rd May 2021]. Available from: https://www.asos.com/tala/talaset-in-black/grp/34527?colourwayid=60434149&SearchQuery=tala

Figure 87 : Tala. 2021. Skinluxe Legging – Tornada Grey. [Online]. [Accessed: 28th April 2021]. Available from: https://www. wearetala.com/collections/leggings/products/skinluxe-legging-grey?nosto_source=cmp&nosto=60983977efa5021a9861525b

Figure 88: Tala. 2021. Aster Crop – Chai. [Online]. [Accessed: 28th April 2021]. Available from: https://www.wearetala.com/ products/the-aster-crop-chai-large

Figure 89: Tala. 2021. Lila Thong – Black. [Online]. [Accessed: 28th April 2021]. Available from: https://www.wearetala.com/ collections/underwear/products/lila-thong-black?nosto_source=cmp&nosto=60983d5736f0304a3c28815e

Figure 90: Tala. 2021. Skinluxe Tank Sports Bra – Shadow Black. [Online]. [Accessed: 28th April 2021]. Available from: https://www.wearetala.com/collections/bras/products/skinluxe-long-line-bra-black?nosto_source=cmp&nosto=60983cdd718729008668dd9b

Figure 91: Tala. 2021. Auroda Flared Legging – Black. [Online]. [Accessed: 28th April 2021]. Available from: https://www. wearetala.com/collections/womens-loungewear/products/aurora-flared-legging-black

Figure 92: Carfax, J. 2021. Tala’s colour range. [Screenshot]. Leeds: University of Leeds.

Figure 93: Fulgar. 2021. Q-Nova. [Online]. [Accessed: 2nd May 2021]. Available from: https://www.fulgar.com/eng/products/q-nova

Figure 94: Simply Bamboo Fabircs. 2021. Black Single Single Jersey Bamboo/Cotton Stretch Fabric. [Online]. [Accessed: 2nd May 2021]. Available from: https://www.simplybamboofabrics.co.uk/product/black-single-jersey-bamboo-cotton-stretch-fabric/

Figure 95: WGSN. 2020. John Elliott. [Online]. [Accessed: 3rd May 2021]. Available from: https://www.wgsn.com/fashion/article/87221?lang=en#page_8

Figure 96/132/143: WGSN. 2020. Texet. [Online]. [Accessed: 3rd May 2021]. Available from: https://www.wgsn.com/fashion/ article/87221?lang=en#page_8

Figure 97/135: WGSN. 2020. Tala. [Online]. [Accessed: 3rd May 2021]. Available from: https://www.wgsn.com/fashion/article/87221?lang=en#page_8

Figure 98/119/127/141: WGSN. 2020. Nagnata. [Online]. [Accessed: 3rd May 2021]. Available from: https://www.wgsn.com/ fashion/article/87221?lang=en#page_8

Figure 99: WGSN. 2020. Carbon 38. [Online]. [Accessed: 3rd May 2021]. Available from: https://www.wgsn.com/fashion/article/87221?lang=en#page_8

Figure 100/116/148: WGSN. 2020. Nike. [Online]. [Accessed: 3rd May 2021]. Available from: https://www.wgsn.com/fashion/ article/87221?lang=en#page_8

Figure 101/124: WGSN. 2020. Wonder Mountain. [Online]. [Accessed: 3rd May 2021]. Available from: https://www.wgsn. com/fashion/article/87221?lang=en#page_8

Figure 102: WGSN. 2020. Style Runner. [Online]. [Accessed: 3rd May 2021]. Available from: https://www.wgsn.com/fashion/ article/87221?lang=en#page_8

Figure 103: Figure: WGSN. 2021. New Balance x Staud. [Online]. [Accessed: 7th May 2021]. Available from: https://www. wgsn.com/fashion/article/87805?lang=en#page_3

Figure 104/130: WGSN. 2021. The Volume Short. [Online]. [Accessed: 19th April 2021]. Available from: https://www.wgsn. com/fashion/article/87805?lang=en#page_3

Figure 105/121: WGSN. 2021. The Asymmetric Crop. [Online]. [Accessed: 19th April 2021]. Available from: https://www. wgsn.com/fashion/article/87805?lang=en#page_3

Figure 106/114: WGSN. 2021. The Align Bra. [Online]. [Accessed: 19th April 2021]. Available from: https://www.wgsn.com/ fashion/article/87805?lang=en#page_3

Figure 107/129: WGSN. 2021. The Shore Sports Leotard. [Online]. [Accessed: 19th April 2021]. Available from: https://www. wgsn.com/fashion/article/87805?lang=en#page_3

Figure 108/122: WGSN. 2021. The Cut-Away Tee. [Online]. [Accessed: 19th April 2021]. Available from: https://www.wgsn. com/fashion/article/87805?lang=en#page_3

Figure 109/147: WGSN. 2020. The Hair accessory Multi-Set. [Online]. [Accessed: 19th April 2021]. Available from: https:// www.wgsn.com/fashion/article/88608#page_8

Figure 110/137: WGSN. 2020. The Active Body Set. [Online]. [Accessed: 19th April 2021]. Available from: https://www.wgsn. com/fashion/article/88617#page_10

Figure 111/138: WGSN. 2021. The Performance Tracking Leggings. [Online]. [Accessed: 19th April 2021]. Available from: https://www.wgsn.com/fashion/article/87805?lang=en#page_3

Figure 112/145: WGSN. 2021. The Movement Pants. [Online]. [Accessed: 19th April 2021]. Available from: https://www.wgsn. com/fashion/article/87805?lang=en#page_3

Figure 113: Tala. 2021. And now, the news you’ve all be waiting for! We are so excited to share that we are now able… [Instagram]. [Accessed: 25th April 2021]. Available from: https://www.instagram.com/p/CMmXqLvBL6X/?igshid=13mq2l7azq7yb

Figure 115: Gymshark. 2021. Zip Up Training Sports Bra. [Online]. [Accessed: 24th April 2021]. Available from: https:// uk.gymshark.com/products/gymshark-zip-up-training-sports-bra-white

Figure 117: Free People. 2021. It’s An Illusion Crop. [Online]. [Accessed: 24th April 2021]. Available from: https://www.freepeople.com/uk/shop/its-an-illusion-crop/?category=fp-movement-sports-bras&color=065&type=REGULAR&quantity=1

Figure 118: Free People. 2021. Shadow Boxer Bra. [Online]. [Accessed: 24th April 2021]. Available from: https://www.freepeople.com/uk/shop/shadow-boxer-bra/?category=fp-movement-sports-bras&color=001&type=REGULAR&quantity=1

Figure 120: WGSN. 2021. Fashercise. [Online]. [Accessed: 24th April 2021]. Available from: https://www.wgsn.com/fashion/ article/87805#page_4

Figure 123: Gymshark. 2021. Fraction Crop Top. [Online]. [Accessed: 24th April 2021]. Available from: https://uk.gymshark. com/products/gymshark-fraction-crop-top-light-grey-marl

Figure 125: Lululemon. 2021. Get Centred Short Sleeves. [Online]. [Accessed: 24th April 2021]. Available from: https://www. lululemon.co.uk/en-gb/p/get-centred-short-sleeve/prod10080042.html

Figure 126: Nike. 2021. Nike City Ready. [Online]. [Accessed: 24th April 2021]. Available from: https://www.nike.com/gb/t/ city-ready-long-sleeve-training-bodysuit-xWgtgx/DA0252-010

Figure 128: WGSN. 2021. Vaara. [Online]. [Accessed: 24th April 2021]. Available from: https://www.wgsn.com/fashion/article/87805#page_7

Figure 131: Gymshark, 2021. Pulse Mid Rise Shorts. [Online]. [Accessed: 24th April 2021]. Available from: https://uk.gymshark.com/products/gymshark-pulse-mid-rise-shorts-white

Figure 133: Sweaty Betty. 2021. Swift Running Skort. [Online]. [Accessed: 24th April 2021]. Available from: https://www. sweatybetty.com/shop/bottoms/shorts-and-skorts/swift-running-skort-SB2478_Black.html?dwvar_SB2478__Black_color=black&cgid=shorts-skorts&tile=14.0#start=14

Figure 134: Lounge Underwear. 2021. All Cream Bamboo Triangle Bra & Thong. [Online]. [Accessed: 24th April 2021]. Available from: https://loungeunderwear.com/products/cream-bamboo-triangle-bra-thong

Figure 136: Lounge Underwear. 2021. Sage Soft Chic Ribbed Bralette & Shorts Set. [Online]. [Accessed: 24th April 2021]. Available from: https://loungeunderwear.com/collections/shorts/products/sage-soft-chic-ribbed-bralet-and-shorts-set

Figure 139: Sweaty Betty. 2021. Power High-Waisted Gym Leggings. [Online]. [Accessed: 24th April 2021]. Available from: https://www.sweatybetty.com/shop/bottoms/leggings/power-high-waisted-gym-leggings-SB6438_BlueFilteredPrint_FullLength.html?dwvar_SB6438__BlueFilteredPrint__FullLength_color=bluefilteredprint&dwvar_SB6438__BlueFilteredPrint__ FullLength_leg-length=fulllength&cgid=leggings&tile=35.0#start=35&sz=32

Figure 140: Gymshark. 2021. Energy+ Seamless Leggings. [Online]. [Accessed: 24th April 2021]. Available from: https:// uk.gymshark.com/products/gymshark-energy-seamless-leggings-dusky-pink

Figure 139: Sweaty Betty. 2021. Power High-Waisted Gym Leggings. [Online]. [Accessed: 24th April 2021]. Available from: https://www.sweatybetty.com/shop/bottoms/leggings/power-high-waisted-gym-leggings-SB6438_BlueFilteredPrint_FullLength.html?dwvar_SB6438__BlueFilteredPrint__FullLength_color=bluefilteredprint&dwvar_SB6438__BlueFilteredPrint__ FullLength_leg-length=fulllength&cgid=leggings&tile=35.0#start=35&sz=32

Figure 140: Gymshark. 2021. Energy+ Seamless Leggings. [Online]. [Accessed: 24th April 2021]. Available from: https:// uk.gymshark.com/products/gymshark-energy-seamless-leggings-dusky-pink