Futures and Innovations

FUTURES AND INNOVATIONS FASHION MARKETING YEAR 3 JULIETTE DRAPER 18020979 LOUISE STUART TRAINER

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I, Juliette Draper, certify that this is an original piece of work. I have acknowledged all sources and citations. No section of this essay has been plagiarised. In the compiling of this report I have received assistance from UAL Dylexia Support.

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EXECUTIVE SUMMARY

This report demonstrates the urgency that is required in helping local businesses which are facing financial hardship from the continuing effects of Covid-19.

There has been a huge increase in localism1, being pushed by the highest governing bodies such as the United Nations and the UK Government. A study

by MasterCard showed that two thirds of people are more likely to shop locally in 2020 comparison to last year (Mastercard, 2020). Many large corporations such as Instagram, Amazon and Coca Cola have taken it into their corporate social responsibility2 to do their part, however there are very few in the fashion business and retail sector. Primary research suggests that consumers will go out of their way to shop locally and are surprised they haven not seen any support from the fashion industry regarding Covid-19.

Assessing which brands could successfully adopt this trend, Urban Outfitters stood out as they are known for working with smaller brands (Urbanoutfitters, 2021). Creating a month long event in their Oxford Street location will benefit local businesses and communities whilst putting Urban Outfitters in a good spotlight due to their charitable CSR.

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CONTENTS 1. Title Page

21. Artefact implementation

3. Executive Summary

25. Glossary

4. Contents Page

26 List of Figures

5. Introduction to the Trend

27. Appendixes

7. Trend Analysis

31. Bibliography

8. Trend Evidence

36. Formative Presentation

11. Trend Justification 14. Primary Evidence 15. Consumer Analysis 16. Timeline 17. Trend Opportunities 19. Brand Appetite 20. Rationale

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2020 has been an astronomical year in terms of cultural changes and shifts in society. Research suggests that consumers mindsets can be seen to be changing as the fashion industry is becoming more transparent (Brown, 2019). Research shows, due to the ongoing pandemic, the result of job loss, insecurity and treatment of workers has resulted in a rise of people turning away from multi million-pound companies and are turning to shopping locally to support the members of society around them (Brooker, 2020). The virus has increased people’s empathy and has resulted in hyper-localism1 (Oxford Languages, 2020).. A recent study by MasterCard2 has found that currently two thirds of people are more likely to shop locally in comparison to last year and a projected 65% of shoppers will be shopping locally after lockdown (Mastercard, 2020).

SUPPORTING SMALL BUSINESS

Figure 1: Local business closing down (Quickbooks)

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A definition of a trend is: ‘the general direction in which something is developing or changing’ (Hornblower, Spawforth and Eidinow, 2012).Within the UK today, figures suggest it is clear to see the way consumers shop is rapidly changing and adapting to fit with the current pandemic (Mastercard, 2020).

Consumer expectations in regards to brands complying and adapting to fit the current social, ethical and moral issues is higher than ever (Ashfar, 2020).Small and local businesses are being seen as an essential staple as identified within United Nations Sustainable Development Plan, 8.3, 8.9 (Goal 8 | Department of Economic and Social Affairs, 2020). It can be seen this is impacting the population’s attitudes towards localism, decent work and economic growth. United Nations suggests that it is an essential topic brands should be looking at. These findings suggest, environmental and sustainable factors are not the only Corporate Social Responsibilities (CSR)3 (Fernando, 2020) that the fashion industry should be focusing on (considered further Trend Oppertunities, page17).

Figure 2: Small fashion business brand owner (Unsplash)

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Shopping locally is something that has always been woven into the culture of the world, however, now more than ever, society can see its clear ongoing growth in retail and culture (Brown, 2019). Some of today’s biggest brands such as Amazon, Google, Instagram, more over on the fashion side ASOS, Depop and Shopify, are taking a stand to help (see Apendix 2.1). Only recently have big brands been getting involved with campaigns to support local businesses due to the ongoing pandemic which has resulted in hundreds of thousands of businesses being forced to close. Research conducted by Simply Business found that 25% of firms believe they are at risk of closing in the next six months from September 2020 (Yahoo Finance, 2020).

Large corporations with a CSR have taken it upon themselves to act upon these events and help (see Apendix 2.1). Amazon has pledged seventy-five million pounds for a campaign (Amazon,2020), Google, more than eight-hundred million dollars (Google and Pichai, 2020) and MasterCard two hundred and fifty million pounds (MasterCard UK, 2020), since the recent public health crisis. Consumers have reacted positively towards this, and it has helped maintain their image of a brand that cares about its customers/users.

Aside from the fact large businesses feel they have a CSR; consumers genuinely enjoy shopping with small businesses themselves. Trust in local businesses are at an all-time high; research shows over a quarter (27%) of people are likely to form new relationships with independent stores (Mastercard, 2020). Head of retail, MasterCard UK, Janne Kapanen - “we have seen a trend of people opting to shop locally” (Briggs, 2020).

TREND ANALYSIS

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2

$100 MILLION DONATED FROM

FACEBOOK

50 MILLION

2020)

EVIDENCE IN SOCIAL MEDIA

(Facebook , 20

POSTS ON

INSTAGRAM

m, ra

ok ,2020) ( Tikt

11 BILLON VIEWS ON TIKTOK HAS

(Ins tag

Figure 4: Instargram app feature (Instargram)

#SMALL BUSINESS

0)

Figure 3: Facebook App Christmas Market (Facebook)

Social media platforms such as Tiktok highlight the popularity amongst a younger audience as the hashtag “small business” has over eleven billion views (Tiktok, 2020). Instagram has around fifty million posts on the hashtags “supportlocal” and “supportsmallbusiness” which creates hundreds of millions of interactions(Instagram, 2020). A function within Instagram, Instagram Stories has created a sticker (see figure 4) to help discover and support of local business’ which was introduced in May 2020. Facebook introduced a small business grant programme ($100M) to help connect and support people’s livelihoods (Facebook, 2020) Facebook App has also introduced a ‘UK Small Online Christmas Market’ (see figure 3).

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EVIDENCE IN FASHION

Retailing platforms such as ASOS Marketplace and Depop create a space for small businesses to sell their creations, however they are not affiliated with the Brand and are independent. Fashion magazines such as Elle, Marie Claire and Vogue have posted numerous articles to help support small business’ such as ‘100 Independent Clothing Brands to Support This Christmas’ (Murray and ELLE, 2020). Department stores have concessions4 (Unibox,2018) which give the opportunity to showcase smaller business’ however these are usually already well-established. Burberry has taken it upon themselves, in collaboration with Marcus Rashford, to become a Civic Brand5 by helping support young creatives and better local communities through investment (Scott and Scott, 2020).

Figure 5: Babylon Advisory (ASOS Marketplace)

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Figure 6 : Infographics on Economy (United Nations)

EVIDENCE IN SOCIETY

The UK Government have urged the nation to shop locally to help the economy and community (Skully P, 2020). The United Nations Department of Economic and Social Affairs have released a publication regarding a project named Support Micro-, Small and Medium Sized Enterprises (MSMEs) (Department of Economic and Social Affairs, United Nations, 2020).

The highest authorities are urging people now more than ever to take part in supporting the small business’ around them.

This is a trend that has potential to expand exponentially.

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CULTURAL TRIANGULATION MODEL

(Th eF utu re

La bo rat ory ,

20

20

)

Intuition Localism is as popular and encouraged than ever. Transnational corporations such as Google, Facebook and Amazon are all taking part in this trend (see appendix).18-30-year olds are going out of their way to shop locally.

Observation An 18-25-year-old student“I will go out of my way to go into my local shops, I think it is better for the community.” (See Appendix) ‘Shopping locally makes me feel appriciated and good about myself as im helping the community’ (See Appendix)

Tiktok social media platform has over ten billion views on the hashtag small business. (TikTok, 2020)

Figure 7: Small fashion brand (Unsplash)

Interrogation Janne Karppinen, Head of Retail, MasterCard UK “The way we shop has changed.. we have seen a trend of people opting to shop locally. Small Business are the backbone of the economy and many are discovering great, varied and unique shops in their local neighbourhood.” (Briggs, 2020)

72% of consumers believe they will frequently visit local businesses more often (BusinessNextDoor,2020) 65 per cent of UK consumers believe that local shops are important to the community. (Kantar,2020)

“LOCAL” Figure 8 : Graph demonstrating searches for “Local” (Google Trends)

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IMPACT MATRIX

SUP PORT YOU R LO CAL

The impact matrix demonstrates the urgency that is required with this trend and there is a moderately high degree of certainty, which highlights the positive reaction/ impact the trend will accumulate.

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PESTLE ANALYSIS Political

After a full lockdown has caused large declines to small businesses, the UK Government have backed and promoted schemes to help get local businesses back on their feet. This promotes society as a whole to go out and help their local community. (Scully, 2020) Economical Small businesses are an important factor in the economic success of the nation. Taking up 99% of the UK business population is important to look after small businesses for the benefit of the economy. (FSB, 2020) Social The pandemic has caused a sense of urgency in communities to shop locally to help their communities (Morneau, 2020) Technological Current technology creates means for consumers to purchase local goods without physically going to the store, it gives further reach for companies to due social media and online advertisement (Shopify,2020) Legal When supporting local businesses, it is important they are fully insured and set up as a legal business that comply with the law. (FBS, 2020) Environmental Shopping locally reduces carbon footprint, the process cuts out thousands of air miles (Walker, 2020) Small fashion businesses are less likely to create fast fashion which contributes to textile waste (Weber, Lynes, and Young, 2017)

SWOT ANAYLSIS Strengths Supporting local business ensures the livelihood of local communities and creates long lasting customer relationships. (FSM, 2021)

Weaknesses Getting consumers to purchase from new brands may be difficult as consumers enjoy shopping with names they trust and have been provided with consistent quality (Fertik, 2019).

Opportunities Large companies supporting small businesses will positively impact CSR and may help the small business thrive despite recent economic downfall (Tesco, 2021)

Threats Smaller brands may not be able to replenish stock to maximise sales and meet demands.

Small brands may not be able to produce consistent quality in comparison to large retailers (Nicasio, 2021).

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Large and local brands working together

(Trendwatching, 2020)

CONSUMER TREND CANVAS

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Questions 1-3 (please see Appendix 1, page 27 for questions and transcripts) explored whether the group shopped locally and their feelings, thoughts and ideas towards this. All 5 responded that they either do, try to or want to shop locally, however the convenience and time restrictions has led them to shop at large retailers, supermarkets and online. It was clearly indicated, however throughout the discussion that Covid-19 has had an increase in their desire to shop with small and local retailers (see Appendix 1, question 2). The 18-25-year olds shared that shopping with small businesses makes them feel good within themselves, E told the study they felt “appreciated” and are “happy to help out” (see Appendix 1, Q2, Q3).

Trend: Research suggest participants want to support local business since Covid-19 but can sometimes be difficult.

Questions 4-7 (please see Appendix 1 for questions and transcripts), highlighted that all of the group would choose to shop with local brands as long as the quality and convenience was not hindered. Some confirmed they were willing to pay extra, given the current pandemic. When asked if the clothes became more accessible to find and buy online and instore, all five participants said they would buy them. A stressed, “it would make my life easier” and C stated, “it should be made easier” (see Appendix 1 question 5). Question 7 highlighted the five participants thoughts about how the fashion industry has acted towards the pandemic, B went on to say the lack of compassion towards struggling small businesses is “shocking”.

Trend: The group feel the fashion industry are not doing enough to support small business’ and those affected by the recession.

The primary research has given a good indication of what is needed from the current retailers and fashion groups. The lack of support from the fashion industry and the desire to support small businesses is highly apparent amongst the 18-25 age range. There is clear evidence of an opportunity for large high street retailers to support small, local businesses in the future as a part of CSR and civic branding.

PRIMARY EVIDENCE

An online study group was conducted via Zoom6 (Antonelli, 2020) in November 2020. This included five individuals who participated within the 1825 age range. The age range was chosen to reflect the target market that was decided the innovation would work best towards. An invite was uploaded on Facebook, five people expressed their interest to take part. Seven qualitative questions were asked to the group in order to gather useful insights, as seen below:

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Lifestyle- Bethany enjoys cooking for her friends and family, including what she learned on her gap year in India. She enjoys staying healthy by running and drinking smoothies.

She likes to express herself creatively through painting and making candles for her friends and family. She will donate clothes she doesn’t wear to charities or friends and family.

Buying Habits- Most shopping is done in-store as she likes to feel the clothing before buying, acts on impulse rather than researching products. She doesn’t mind online shopping if she finds clothing that are unique, timeless and is made to last. Bethany takes sustainability and ethics into consideration and likes to be aware of where her clothes come from.

She may buy a new piece of clothing or accessories every 2 weeks.

VALS- Bethany is a Believer; she believes basic rights and wrongs lead a good life, wants friendly communities and likes to know where things stand (Business Insights, 2018).

CUSTOMER ANALYSIS

Bethany Robinson Age- 22 Location- Hartlepool (Spends 3-4 days a week in Newcastle for university) Family- Lives with mother, father who are self-employed, younger sister and older brother, when not at university.

Income- £15,000 funded from student loans and part time job. Has around £60-£70 disposable income a week.

Interests- Painting, cooking, socialising.

Response to trend – Bethany will take to the trend very easily, coming from a small town with a large family she values community and understands the hard work that goes behind a small business. Will be very appreciative of the brand’s choice to support local fashion brands and understands what it will mean to the brands chosen which will encourage purchases. As she usually shops in store, it is harder to find brands as they are usually too small to have their own store.

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LARGE FASHIONBRANDS CREATE ENTERPRISE PROGRAMMES, START-UP LOANS, MENTORING IN DEPRIVED AREAS

BURBERRY CREATE CAMPAIGN FOR CREATIVE AND BUSINESS FUTURES OF BRITISH YOUTH (LSN,2020)

BFC CREATES GRANT FOR SMALL BUSINESSES

1976

(The British Fashion Council and Oxford Economics, 2007)

PRINCES TRUST IS CREATED HELPING YOUNG PEOPLE IN ENTERPRISE (The Princes Trust, 2020)

1995

2007

ASOS MARKET PLACE LAUNCHES (Milligan, 2010)

2020

2010

2030 future

2025

BIG AND SMALL BRANDS WORK TOGETHER FOR SEAMLESS SHOPPING EXPERIENCE

COMMUNITY CLOTHING LAUNCHES (Community Clothing, 2019)

TIMELINE

(SEE APPENDIX 3)

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The research within this report, clearly demonstrated that there is a huge opportunity for the application of this trend in the fashion industry primarily in the UK. The concept aims to solve both problems ; that the fashion industry is not doing its part to help in the recession as well as the difficulty some people face with the convenience of shopping locally. ASOS and Depop have found success from giving small brands a platform (Business Insider, 2020). ASOS Marketplace has a similar innovation however, it lacks the personal touch of the businesses being local to the consumer in addition to performing exclusively online. The largest brands have taken it into their CSR to help (see appendix 2.1) however it can be veiwed that some of the fashion industry has failed to act appropriately (see Appendix 2.2). It is inadequately represented in the fashion industry besides poor attempts (see Appendix 1 question 7.4). It is felt any brand that will take this macro-trend onboard will likely have an astounding relationship with grateful, loyal consumers who respect and support what is being done (see appendix 2.2). Primary research suggests beyond donations and pledging money, brands can use their platform and consumer base to help connect and support like-minded creatives, whilst encouraging business owners to work hard on their business or start one. Providing care and empowering this younger generation is a must (Gobé, 2009). 18

LOADING....

Figure 9.

BRAND APPLICATION

68%

BRAND APPETITE

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BRAND APPETITE The model indicates Urban Outfitters and the target audience are in the early adopters. This highlights potential success of the trend application. Urban Outfitters’ consumers enjoy small brands and wearing unique clothing which will benefit the artefact (Urbanoutfitters, 2020).

RODGERS DIFFUSION CURVE

Target Audience

(Greg, 1995)

A highly likely risk that Urban Outfitters should be aware of is running out of stock (Nicasio,2021). Certain small businesses may not be able to keep up with the demand of the busy location. This may lead to loss of potential profits and a small insignificant dent to Urban Outfitters reputation due to unreplenished areas. This may lead to customers leaving frustrated (Gilbert, 2017). An unlikely risk (0.12 on the risk matrix) may be considered as not enough interest in small designers resulting in lack of sales.

This is unlikely due to Urban Outfitters choosing the brands to ensure they will be fit for the target audience (Petro, 2015).

RISK MATRIX

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Urban Outfitters is known for its plethora of urban and indie brands (Urbanoutfitters, 2021). Having 28 brick and mortar stores in the UK demonstrates its national popularity, this is an ideal retailer for the application of the macro-trend (Hounslea, 2021).

It may be beneficial to create a month-long popup in the London Oxford Street store, housing small businesses from the local area. With creativity and uniqueness as key values to Urban Outfitters’ persona, the event will attract like-minded individuals to support local fashion businesses with multichannel marketing (Urban Outfitters, 2020). The target market for this artefact aligns with Urban Outfitters’ 18-35 demographic window (annual reports, 2020). Being in the centre of Oxford Street’s average 13,500 per hour pedestrian footfall, will gain traction for the small brands (Statistica, 2017). The idea of working with small brands is common practice for Urban Outfitters; therefore the risk is minimal in terms of finance and brand reputation.

PROPOSAL RATIONALE

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IN STORE BRAND APPLICATION

OXFORD STREET

SUPPORT YOUR 15 LOCAL

NEW BRANDS

JUNE 14TH - JULY 12TH Support a local small businesses at our Oxford Street pop-up event for a limit time only.

To be featured please visit www.urbanoutfitters.co.uk/localbusiness and apply within, terms and conditions apply.

The pop-up event will consist of 15 small brands displayed on the ground floor of Oxford Street Urban Outfitters. Brands will be charged 5% of profits to Urban Outfitters to have its own rail and brand will be clearly indicated with a description and contact details. Brands can not have more than 10,000 followers on any single platform. The event will be advertised instore through temporary signage and posters outside.

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OXFORD STREET LOCAL BRAND EVENT JUNE 14TH - JULY 12TH MORE INFO

OXFORD STREET LOCAL BRAND EVENT JUNE 14TH - JULY 12TH MORE INFO

With over 15Million visits to www.urbanoutfitters.co.uk in 6 months, the event should be advertised on the landing page for maximum exposure to customers (Similarweb, 2021).

Mock Up

Mock Up

ONLINE BRAND APPLICATION

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Mock Up

SMALL FASHION BRANDS WE NEED YOU! We are looking for local fashion brands to join us at out Oxford Street store. If you are a small business who are passionate about what you do join us! It’s been a tough year and we want to help the very people that help us.

We have 15 small businesses joining us for one month only, we encourage you to shop small and think big. If you’re looking for unique and original clothing, come down to out Oxford Street store. It is important to give back to the community. Featured brands will be announced soon.

Apply at www.urbanoutfitters.co.uk/local

There will be multiple social media posts which will be projected onto all the main social media channels for maximum reach.

This will include promoting the event, the brands involved and recruiting the brands. The same content will be sent in email-marketing and social media adds (directed to London residents) to create a multi-channel approach. Multi-channel marketng is an effective technique used to maximise customer engagment (Wirtz, 2008).

FACEBOOK

500K

INSTAGRAM

9.2m

TWITTER

39k

Followers (Urbanoutfitters, 2020)

First look at one of out featured brands at our pop up event @accantostudios

ACCANTO

SOCIAL MEDIA APPLICATION

Mock Up

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GLOSSARY

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LIST OF FIGURES

Urban Outfitters fashion campaign found at: www.urbanoutfitters.com

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APPENDIX 1Transcript Q1. When you shop, do you shop locally?

Q3. How do you feel when purchasing from a small business?

A1. “I do try my hardest to shop locally, sometimes it is easier to just pop to the supermarket or Primark for a few bits” -A

A1. “So good, I have ordered a lot clothes through lockdown and they usually come with little hand written notes saying thank you, so you know they really appreciate it.” – A

A2. “Yes, depends what I’m getting but most of the time I will try to go to my local shop, say for example I wanted flowers I would go to my local florist instead of the supermarket” – B A3. “Yes, I shop locally however I do get a lot of stuff online for convenience” - C A4. “Not really, I would like to, but I don’t really have the time to look around for nice things” -D A5. “Yes, it makes me feel much better about what I’m buying as the money is going to someone deserving rather than some millionaire” -E Q2. Are you more likely to shop locally in the future since COVID-19?

A1. “Yes, I will go out of my way to go into my local shops, I think it is better for the community, I don’t want to see any more businesses closing down, it breaks my heart” -A A2. “Yes, I am. My friend’s parents own a pub and COVID have really affected their business, they do a lot for the community so I will go out of my way to support them and others in the same situation” - B A3. “Well I usually order most of my stuff online, I do follow some small businesses on Instagram from people I know who I like to support, but most of the time it will be from the main brands for convivence” - C A4. “I live in the city centre, so all of the main retailers are on my doorstep, so I usually shop there however there is a local market that I like to visit on a Sunday” - D A5. “Well I already did in the first place, I’m a student and a lot of the time the prices are better and your supporting someone who will appreciate it a lot more.” – E

A2. “Good, they are always very happy when you’re in their shop and very helpful, it shows they genuinely care not like when you go into the Primark and the workers look like they want to die” – B A3. “I feel like I’m helping the community, which is important since covid” – C A4. “I feel like I’ve done something nice and by choosing them I have done something good for the community” - D A5. “I feel really good, it’s nice to know you are helping someone out and they really apricate it. If it helps them keep their business open, I am more than happy to help.” - E Q4. If you had the choice would you buy clothes from a local business or from a corporation?

A1. “Obviously a small business, most of them are handmade and a lot of effort has gone into it …. It’s so much nicer getting a parcel from a small business they usually put sweets and daft things in there for you ....The clothes are unique and a lot of the time better quality” -A A2. “It depends, sometimes I find it hard to find things I like and it’s just a lot easier to just go onto Zara. I would like to but I can’t be bothered sometimes to scroll through pages and pages on Depop and things like that when I know I can find something easier on the main retailers. – B A3. “I would choose a small business if the quality is just as good, to be honest I would mind even paying a bit more for something as long as it will last, especially if it’s going towards someone who deserves it.” – C 27

A4. “Depends, I wear a lot of branded clothing in my everyday fashion, but if I saw a nice embroidered sweatshirt online from a small business I wouldn’t hesitate to buy it, sometimes its better because it’s a lot more unique, you can even ask for certain designs so they are very personal. That is something you just can’t get from mainstream brands”. – D A5. “If the clothes are just as fashionable, I don’t see why not. The only thing that stops me doing it as much as I would like to is the convenience” - E Q5. Are you more likely to shop with small fashion brands if they are presented in front of you and made more accessible?

A1. “Yes definitely, would make my life a lot easier” – A A2. “Yeah that is what I struggle with the most, having to actually go out myself and find them” – B A3. “Definity, it should be made easier, I know a lot of people who want to support small business since covid but they say they can’t find anything they like.” – C A4. “I would apricate that as sometimes you don’t know who to trust and people always posting warning not to shop there as they scam them out of their money, if you were presented with reputable small business then it takes out the worry of losing your money.” – D A5. “ Probably, people like to stand out and wear indie brands, if they had them in shops people are more likely to buy them because its not just like your standard Levi’s top, if you go into John Lewis that is all you see, just plain t-shirts with a logo, knowing it has come from a local brand would also be more of an incentive to buy it” - E Q6. Where would you usually go for high street fashion?

A1. “I like Zara, there is one not too far from me” – A

A3. “I usually go to oxford street ... Berska is my favourite” – C A4. “Erm.. River Island, H&M, Urban Outfitters” - D A5. “I usually shop online but so Asos but I might pop into a Zara or adidas if I’m going past” - E Do you feel fashion brands could help out with Covid-19 and the recession?

A1. “well when I think about it, I haven’t seen anything…. I know everyone is struggling but some of these brands are more successful than ever, and have actually benefited from the lockdowns, I think they should do something to show that they care and are in solidarity with their customers” – A A2. “ Yeah, I remember when Notre Dame was on fire, millions of pounds in donations happened instantly all from fashion brands who didn’t really need to help and now when hundreds of thousands of business have closed down you don’t hear a word from them, it’s shocking to be honest they’re probably happy as its more money for them and less competition” - B A3. “Yeah it would be nice to see something like that, lots of people are struggling and need support.” - C A4. “Yes! Definitely, I’m actually surprised there hasn’t been. You see brands like Pretty Little Thing offering competitions to win money for people affected

by Covid or just who want it, but usually you have to write a sob story and beg to get noticed, its actually quite demoralizing from the brand to put customers in that position and they always do them competitions anyway, it’s just so they get engagement and retweets for self-promotion, they don’t really care at all. ”–D A5. “It would be nice but what can they do really” - E

A2. “I like Topshop, the one near me is really good, with 2 floors” – B 28

APPENDIX 2 2.1 Coca-Cola is redirecting nearly $3 million earmarked for advertising to assist those on the front lines of the COVID-19 outbreak. An additional $120 million has been donated, for relief of communities globally (Coca Cola, 2020).

2.3

Visa start a campaign ‘Where you shop matters’, a page posting local businesses across the UK, advice for businesses, and advice on how to support your community. (Visa, 2020) Amazon host a ‘Small Business Spotlight’ event as well as launching Amazon small business accelerator in the UK, helping over 200,000 small businesses. (Amazon, 2020) Instagram launch a support local feature on their stories (see figure 4) Facebook Launch an online Christmas Market (see figure 3) as well as launching a grant programme for small businesses of a $100,000,000 (Facebook, 2020) Asda create Asda Foundation which helps support local communities and give 250 small businesses a rent-free quarter to help ease financial pressure. (Asda, 2020)

2.2

A screenshot from PwC (the worlds second largest proffesional services network) report ‘Business Responce’, demonstrating how companies can react with purpose to Covid-19 relates issues and how it will benifit the brand (PWC, 2020).

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APPENDIX 3 Timeline

2030Large fashion brands create campaign help and supports economic growth in the more deprived areas by mentoring, education, enterprise programmes, small business start-up loans and job creation.

1976 – Princes Trust created to help young people 16-30 for a start-up enterprise programme, offering loans, training and mentoring to help start their own business. (The Princes Trust, 2020)

2025Large fashion brands and small businesses work together to create seamless shopping experience.

2020UK – The British luxury brand Burberry, is working with footballer Marcus Rashford for a new campaign supporting the creative and business futures of British youth. “ ‘Burberry shared my vision in bettering local communities through investment” – Marcus Rashford.

With governments failing to support societal needs, Burberry is taking the role of a Civic Brand. (LSN,2020) 2010– ASOS launches ASOS Marketplace, a place allowing boutiques, vintage collectors, individuals and designers - established or unknown - to trade from their own virtual market stalls to customers across the world. (Milligan, 2010) 2007The British Fashion Council creates a grants scheme for small businesses and designers. Harold Tillman CBE Chairman, British Fashion Council stated the importance of tackling the recession by working together united across the whole fashion industry. (The British Fashion Council and Oxford Economics, 2007) 1995Community Clothing launched which has created thousands of jobs in textile and fashion industry, sources its clothing and materials locally. Jobs aim to help restore economic prosperity in some of UK’s most deprived areas. (Community Clothing, 2019)

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Amazon (2020). Launching the Amazon Small Business Accelerator – a boost for small businesses in the UK. [online] UK Day One Blog. Available at: https://blog.aboutamazon.co.uk/supporting-small-businesses/launching-the-amazon-small-business-accelerator-a-boost-for-small-businesses-in-the-uk.

Antonelli, W. (2020). What is Zoom? A comprehensive guide to the wildly popular video-chatting service for computers and smartphones. [online] Business Insider. Available at: https://www.businessinsider.com/what-is-zoom-guide?r=US&IR=T#what-is-zoom? [Accessed 14 Dec. 2020].

Ashfar, V., 2020. New Research Uncovers Big Shifts In Customer Expectations And Trust - Salesforce Blog. [online] The 360 Blog from Salesforce. Available at: <https://www.salesforce.com/blog/ digital-customers-research-blog/> [Accessed 12 December 2020].

Briggs, F., 2020. 65% Of Brits Will Shopping Locally After Lockdown, Mastercard Reports. [online] Retail Times. Available at: <https://www.retailtimes.co.uk/65-of-brits-will-shopping-locallyafter-lockdown-mastercard-reports/> [Accessed 3 November 2020].

Briggs, F., 2020. Two Thirds Of Consumers More Likely To Shop Locally Compared To A Year Ago, Mastercard Shows. [online] Retail Times. Available at: <https://www.retailtimes.co.uk/twothirds-of-consumers-more-likely-to-shop-locally-compared-to-a-year-ago-mastercard-shows/> [Accessed 12 December 2020].

Brooker, A., 2020. More Shoppers Are Choosing To Buy Local In 2020, Research Shows. [online] South West Londoner. Available at: <https://www.swlondoner.co.uk/news/13112020-more-shoppers-supporting-local-buinesses-2020/> [Accessed 12 December 2020].

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FORMATIVE PRESENTATION

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