Anya Hindmarch Live Report

‘c o n ne c t t h e d ot s’

‘c on n ec t th e d ots’ RUBY GOOM, KIERA LAMBERT AND SOPHIA STRONACH ruby goom, kiera lambert and sophia stronach

the brief “Anya Hindmarch is looking to increase its brand awareness and presence within China.

The market offers huge potential for the brand - not just in China itself but given the importance of the Chinese customer travelling overseas.

How can Anya Hindmarch enter the market in an impactful way, particularly in this increasingly digital age?�

2 fig 1. Elaine Constantine 2015

word count: 3075

3

aims and objectives

contents chapter one - Context

chapter two - Big Idea

chapter three - Creative Concept

To increase the awareness of the Anya Hindmarch brand to Chinese consumers.

chapter four

Help the luxury brand to enter the Chinese market focusing on technology and the digital age.

-Consumer

Utilising experiential marketing with personalised technology to create a unique retail environment for the Chinese consumer.

chapter five -Campaign

chapter six -Route to Consumer

chapter seven -Future 4

fig 2. Elaine Constantine 2015

5

anya hindmarch

chapter one

Anya Hindmarch is a British luxury accessories brand founded in 1987. Since starting out in London the brand has become a globally recognised company, with stores across the world. The brand is known for their classic, leather bags with a focus on the British heritage and craftsmanship of these products. As well as this the playful and fun side of the brand is illustrated through the Sticker Collection, using quirky motifs and personalising the products for consumers.

“Each design fits in with the company's ethos of beautiful craftsmanship and acute attention to detail.”

(Sowray, B.) Although the company has already branched out into many different countries, they’re looking to expand their business further in China.

- context -

- context -

fig 5. Anya Hindmarch Product, 2015

fig 4. Anya Hindmarch Product, 2014

fig 3. Anya Hindmarch Product, 2017

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7

china and the luxury market

the chinese consumer

China’s shoppers are the biggest spenders worldwide on luxury products. In 2016 it was estimated that 7.6 million Chinese households purchased luxury goods (Lambert, B 2017). The sale of high-end goods in China is increasingly growing, as luxury items represent status in the country. Although the consumers do purchase a significant amount of luxury items, three quarters of these purchases are made overseas as they receive better deals abroad due to the exchange rate.

Chinese consumers like to travel a lot, predominantly to shop.

Over 80% of consumers have made overseas purchases and nearly 30% base their holiday destination on where has the best shopping opportunity, and “82% of Chinese consumers believe Western brands are as desirable as ever” (Rogers, C 2017). The most affluent customers for Harrods in London are Chinese consumers, where they have over 200 Mandarin speaking staff to cater for them.

Chinese customers travel to Britain for the quality of the products and are happy to pay more for it due to the fact that products are not mass made, compared to in China. They are very confident in their spending and in a survey 55% of consumers said that they were almost guaranteed that their income would continue to gradually increase, as “without student loans and mortgages that typically burden western millennials, Chinese young people spend all of their incomes” (Wang, H 2016).

fig. 6. Infographics, 2018

Furthermore, in an interview with an English teacher living in China, it was said that the Chinese consumer love to document everything, and are always on their phones. They are reliant on technology for capturing memories and interacting with each other, as well as brands. fig 7. Elaine Constantine 2015

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9 - context -

- context -

the future of retail

trends fig 8. Anya Hindmarch Build A Bag In Store, 2017

immersive experiences

Forecasted by LSN global, it was stated that e-commerce is on track to become the world’s third-largest luxury market by 2025. During the year of 2017 China was the highest global market for online shopping (Tong, F 2018). People are shopping more online and shopping in store less; consumers have become lazy as everything is instant. In the US alone there were 8,642 store closings in 2017; 15 a day, a retail apocalypse. The underlying truth of the future of retail is that consumers need to be given something that makes them want to leave their houses for.

The ‘Build a Bag’ section is the only experience Anya Hindmarch has in her store. When speaking to three Chinese consumers outside of their store in Bicester Village we asked them what they would spend £2000 on if it was given to them. 100% said they would put the money towards a holiday rather than spending it on any particular material item (appendix page 16). Products alone are not enough anymore, brands now need to go well beyond that and inspire consumers to feel better or do more, hence making a tangible different to their lives. fig 9. Studio Olafur Eliasson, 2018

fig 10.The Situation Room, 2014

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The use of immersive experiences is a recognisable trend, particularly in retail.

Brands are utilising the retail spaces to create unique experiences that are often inspired by art. The installations transport the viewer and add an element of escapism to the overall shopping experience. Often there is some form of interaction between the consumer and the piece, involving them in the work and making them feel part of the brand. Some of the examples identified in these images include works by artists Antony Gormley and Yayoi Kusama, as well as fashion brands like COS and Louis Vuitton who have picked up on trend. Based on a survey with 10 students in Nottingham, young people would rather spend money on an experience than a product (appendix page 21).

11 - context -

- context -

trends

collaboration

technology

fig 11. Golf Le Fleur 2017

trends

fig 13. Immersive Technology

fig 12. Alexander Wang X H&M, 2014

In an article by Appear Here, collaboration was described as “that unique thing that enables you to trade a little of your skills and open your door to a wider audience.”

Collaborating within the fashion industry helps brands to connect with different audiences. It could also be a way of expressing the brands ethos through a new medium or gaining more exposure through who they are collaborating with,

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With the rise of e-commerce and living within a digital boom consumers are utilising new methods of purchasing within technology. Chinese consumers are “on their phones all the time and they use them for everything. They take pictures and videos of everything” (Cameron, J 2018: appendix page 19), so brands are having to evolve and adapt to this recent trend, including using virtual reality and artificial intelligence to keep the consumer engaged.

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fig 14. Immersive Technology, 2017 - context -

- context -

key insights

the idea

4. Having a personalised experience is unique for a Chinese millennial.

fig 17. Gucci Art Mural, 2018

3. The Chinese consumer looks to British brands for luxury items of higher quality.

fig 16. Shanghai, 2018

2. Brands in China are utilising apps such as WeChat to connect with consumers.

fig 15. Anya Hindmarch Stickers 2018

1. Chinese millennials value experiences over materialistic products.

sticke r collection

in c lusive expe r ie n c e

14

stre et a r t c olla boration 15

- context -

- context -

HERMES PARTY AT HERMES CLUB

succesful examples

10 rooms with different artistic themes

SUCCESSFUL EXAMPLES Chanel black and white immersive exhibition

Gucci’s ‘a magazine curated

by Alessandro Michele’

experience the rooms through an interactive page on WeChat

fig 19. Successful Examples Moodboard, 2018

“bring to life the spirit of the modern Hermes lady, who embodies wisdom, mystery and happiness”

showcased different products

CHRISTIAN DIOR ‘I FEEL BLUE’ one off event In Shanghai

Hermes party at Hermes club

an immersive journey VIP guests

Christian Dior ‘i feel blue’

fig 18. Successful Examples Moodboard, 2018

gained a lot of attention on social media

A/W 17/18 readyto-wear collection

16 - context -

fig 20. Successful Examples Moodboard, 2018

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gucci spring campaign - case study What is it?

Recently Gucci unveiled four wall murals located in New York, London Millan and Hong Kong for advertisement of their pre-fall 2018 campaign. The murals also pay tribute to 1968’s student marches and riots that began in Paris the May of that year.

Strengths A great way of promoting the brand to a nuanced consumer. Very Instagrammable so people are more likely to take photos of the work and post it on social media.

Weaknesses Although it is seen as a good source of promoting the brand, it does not necessarily link back to sale of products.

Opportunities Helping Gucci find a new consumer that they didn’t realise they had.

Threats Graffiti is quite a controversial form of art so may not be taken seriously or even be considered as a form of advertisement for such a prestige brand.

fig 21 & 22. Gucci Wall Mural, 2018

What can be taken from this?

In order to create the artwork for Gucci’s pre-fall campaign the brand collaborated with photographer and director Glen Luchford. This links back to our macro trend of collaboration allowing brands to open the door to a wider audience. We want Anya Hindmarch to collaborate with a street artist in order to create an inclusive experience for all Chinese consumers. ‘Connecting’ them to the brand.

- context -

19 - context -

chapter two - big idea -

The concept of an experience is one of the best paths Anya Hindmarch can take in order to keep up with the ever growing digital age in China. From gathering secondary and primary research, it is clear that Chinese millennials are more focused on spending money on an experience and spending time with family and friends rather than just purchasing a materialistic product. Shopping in China is an entire day out and in a survey 73% of Chinese consumers regarded shopping as a leisure activity and roughly half thought it was amongst the best ways of spending time with the family (Atsmon, Y 2010). Consumers visit places called lifestyle centres, which include everything from shops and playgrounds, to restaurants and cinemas. The shopping experience revolves around a day out and an experience, rather than the product alone. fig 23. Shanghai Shopping Mall, 2018

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21 - big idea -

fig 25. Infographics, 2018

80%

ideas and testing

20%

The Chinese consumers prefer the “funky side of the collection…the all over stickers” (Retail Assistant, Anya Hindmarch Harvey Nichols 2017), so expressing this through a fun way of shopping would appeal to this target audience. The idea of creating a concept more interactive could take place in store. An initial idea was a ball pit full of Anya Hindmarch smiley faces for children to play in while their family members browse the collection or even for millennials to take an Instagram picture to share online, as it was said that the “most used social media platforms were Instagram and WeChat” (Respondent in a survey, 2017: appendix page 24).

The final idea is focused on personalisation with the use of technology. “When you are just one out of a heaving mass of 1.4 billion, feeling special or unique is a treasured experience not often received”(Tanner, M 2017). They need something to make them feel special as everything in China is mass-made. In the Anya Hindmarch Pont Street store in London, the retail assistant stated they did have some Chinese consumers, but they were not their most frequent customers, as when they come to visit they do not have time to wait around for a personalized bag. If a personalized experience was brought to them in China it would help consumers feel more connected to the brand.

When looking back at noticeable trends, technology was in the top three. More brands are using data collection to create a personal experience, in store and online. With the rise of technology-based marketing, Anya Hindmarch can do more to keep up with this, particularly in a more digital driven country like China.

22 - big idea -

Real experience

70% 30%

Experience

fig 24. Would You Rather Survey, 2018

A second idea was to take the fun interactive element around a city in China, where the consumer could follow a trail of street art which leads to a new Anya Hindmarch store. Following on from trend research, this concept could also work well as a collaboration with a street artist as it would attract their fans and a new consumer that Anya Hindmarch may not be aware they have, and therefore combines the two key trends of collaboration and interactive experiences.

Virtual experience

- big idea -

Material item

90%

10%

In-store

Online

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the big idea what?

Experiential form of marketing for Anya Hindmarch

who?

Chinese millennials are the primary audience due to their high spending power

connecting with the millennial consumer that is now experience driven, rather than product driven.

when?

Summer time as it will exist of an outdoor experience

where?

Shanghai

why?

Millennial consumers are experience driven, not product driven

24

25 - big idea -

- big idea -

strenghts

weaknesses

Keeping up with the macro trend of experience over product

Consumers may not want to complete the full sticker trail

It’s a realistic and feasible idea that the brand could actually take forward

It’s not directly linked to sales as it’s more about gaining exposure for the brand

After speaking to Camille Walala’s agent, it is clear that this is something that she would take part in the real world.

opportunities

threats

The idea could be adapted to new product ranges that are brought out

Other luxury designers are already picking up on the experience trend and creating similar campaigns

Has the ability to be used in other countries- not just China Engaging with a new consumer that may not already know about the brand

Consumers may choose to a brand they’re already loyal too rather than a new one

fig 23. SWOT Analysis, 2018

fig 26. WeChat Mock Up, 2018

Utilising data to create a personalised experience for each consumer is key.

Its aim should be to engage with audiences by creating unique experiences to combat the rise of e-commerce. Apps such as Facebook in the UK and WeChat in China are just a huge source of data collection. WeChat could be utilised by gathering information that is already on their phones to create a unique shopping experience for each consumer. Furthermore, WeChat can be used to send offers and promotions from Anya Hindmarch to their current consumers as well as to consumers who have interacted with the brands competitors, to push sales and expand their audience.

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27 - big idea -

- big idea -

memphis-style inspiration product

graphics

- creative concept -

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fig 27. Memphis Moodboards, 2018

chapter three interior

exterior

When researching into street art and artists that create murals around the city, it was evident that the ‘Memphis’ graphic style is commonly used. The colour palette and patterns in the artwork could be connected to the Anya Hindmarch brand through its vivid and playful aesthetic. The Memphis pattern forms the centre of the design recipe with geometric shapes and a selection of bold colours, combined with Anya Hindmarch’s quirky stickers and designs.

- creative concept -

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street art and murals

camille walala A prominent figure in Memphis style street art is Camille Walala. The East London artist creates unique pieces of art that translate perfectly into wall murals, spreading positivity and brightening up the streets of any city. AH X Connect originally took inspiration from Camille’s work when creating the design recipe. This then led to an idea for collaboration between the artist and the brand.

CAMILLE WALALA

collaborations

artist from East London

creates immersive street art

fig 28. Camille Walala Mural, 2015

fig 29. Flower Street Art Rome, 2017

‘instagramable’

fig 30. Waterfall Street Art, 2015

works globally

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fig 31. Camille Walala Moodboard, 2018 - creative concept -

- creative concept -

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The colour palette includes vibrant, bold colours inspired by Camille Walala’s work.

These colours similarly match Anya Hindmarch’s sticker collection, meaning the consumer will be able to make the connection between the brand and Camille Walala. By keeping the colours the same as the brand and the artists work, it allows for both to show their identity through the campaign, rather than losing their personality. Furthermore, inspiration was taken from the Harmonics in Space exhibition at the NOW gallery, which displayed a variety of colour to create a visually pleasing space. fig 32 & 33. NOW Gallery 2018

32 - creative concept -

fig 34. Colour Palette, 2018

art inspiration

art inspiration

fig 35 & 36. Camille Walala Street Art, 2018

33 - creative concept -

name and logo ‘AH X Connect’ is the name of the experiential campaign that will be used to connect with the Chinese millennial consumer. The name ‘Connect’ connotes how the brand will connect with its consumer through creating a unique experience for them to become involved in.

As well as this, ‘Connect’ also links to how the campaign will connect consumers and bring people together through the experience. Consumers will travel around the city and follow the trail, ‘connecting the dots’ and visiting each street art piece with their friends. As well as bringing the community together and bringing more consumers to the city centre, the campaign will draw new millennial consumers to the brand.

fig 37. Poster Mock Up, 2018

fig 38, 39, 40 & 41. Sticker Mock Ups, 2018

The logo means ‘Connect’ in Mandarin and features colours from the colour palette based around Camille Walala’s work. Using the Anya Hindmarch initials in the name means that the campaign is easily identifiable to the brand and the consumer will understand the connection, therefore becoming aware of Anya Hindmarch.

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35 - creative concept -

- creative concept -

fig 42. MsGabbys, 2018

chapter four - consumer -

There are two consumer groups for Anya Hindmarch x Connect due to the range of products the brand has to offer. The Classic consumer prefers the heritage of the brand and the leather bags, whereas the new consumer, The Contemporary, will opt for the more playful and vibrant products, like the Sticker Collection.

fig 43. Zuice Flower, 36

37 - consumer -

the contemporary

The primary consumer is The Contemporary. She is aged 17-24 and reliant on social media. She appreciates the fun side of the brand, therefore mainly purchases from the Sticker collection. She has high spending power and likes experiences with friends over products. Although a consumer of this age wouldn’t necessarily be the target market in the UK from our research into China we know that millennials have a higher level of disposable income.

the contemporary

THE CONTEMPORARY

– a day in the life

17-24 appreciate the fun side of the brand

experience over product

reliant on social media

high spending power creative

fig 44. The Contemporary Consumer Profile, 2018

open-minded in terms of brands

9am Wake up & scroll through their social media accounts, in particular WeChat and Instagram.

3.30pm Strolls around the city and chats with friends about what they have been up to, checks social media as they walk.

10.30am Messages her friends to see what they want to do for the day.

1pm Meets friends for lunch and then goes to a gallery/ exhibition.

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5.30pm She returns home and catches up on social media and texts her friends. Browses shops online.

11pm She does a final check of social media accounts before bed. fig 45. The Contemporary Day in the Life, 2018

39 - consumer -

- consumer -

the classic

the classic THE CLASSIC

– a day in the life luxury brands

The secondary consumer group is The Classic. They buy a lot of luxury products from various brands. They like classic pieces but also touches of the fun side of Anya Hindmarch.

They are aged 25-30 and are active on social media but not as much as the primary consumer. Although they are product driven, they still value experiences around a brand and prefer to look in store than online.

not as reliant on social media

high spending power

7am Wake up & check their social media accounts, in particular WeChat and Instagram.

4.30pm After work she meets up with her friends for a coffee & goes to the shopping mall.

6.30pm She returns home and catches up on emails and texts on the route back.

product over experience 25-30

brand loyal

fig 46. The Contemporary Consumer Profile, 2018

high disposable income

8.30am Commuting to work and notice billboards and posters that are around the city.

1pm At lunch time she check her social media accounts again briefly & catches up on messages to friends.

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11pm She does a final check of social media accounts before bed.

fig 47. The Classic Day in the Life, 2018

41 - consumer -

- consumer -

diffusion of innovation

diffusion of innovation

aida model

the contemporary

late majority

the classic

The consumer will take notice of the

early adopters

the contem p o r a r yof Anya Hindmarch promotion late majority

The Diffusion of Innovation model shows how an “idea, innovation or product development passes from the fringes of our culture into the late majority mainstream� (Raymond and Martin, 2010).

The Contemporary consumer sits in the early adopters, as they are popular amongst their peers early innovators and have a high social ranking. They are innovative majority and have their own opinions.

The Classic sits within early majority on Rogers Diffusion of Innovation model. The Classic would sit here as they are fashion-forward but often follow trends and less experimental.

attention:

products through WeChat, becoming aware of the brand.

the classic

interest:

a

i

They will start to see influencers posting videos and images of the map on the app and they will see the stickers start to appear, which gains their interest.

early adopters

laggards

innovators

fig 48. Diffusion of Innovation, 2018

early majority

action:

laggards

Finally the consumer will download the app and start to follow the map to find the stickers, taking action and getting involved in the experience.

a

d

desire: The consumer will then want to become involved with the experience as they will see others using the app, which increases their desire to take part.

fig 49. AIDA Model, 2018

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43 - consumer -

- consumer -

chapter five - campaign -

AH X CONNECT

44

45 - campaign -

store launch

The first part of the campaign is going to be the store launch in Shanghai. The location of the launch is going to be kept a secret and only influencers and industry will be invited personally. To keep the event inclusive, it will be live streamed for all consumers to view through WeChat. The interior of the store will be a mix of the sticker collection and Camille Walala’s work, as well as promoting AH x Connect. Inside the store there will be a DJ to bring a fun atmosphere to the event, as well as a press area to gain exposure.

fig 50. Store Mock Up, 2018

fig 51. Store Mock Up, 2018

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47 - campaign -

- campaign -

ah x connect app

AH X CONNECT APP The AH x Connect App will be available to the consumer through a download link sent via images on social media WeChat.

with #ahXconnect tag will show on the The main purpose of the app is that it will contain the map that the app consumer needs to use to find

when they arrive at the store they can show that they have completed the trail and receive the gift

each sticker around Shanghai. Each time they find a sticker, they can log it through the app and upload an image, so that once all stickers are found, they can go to the new store and show that they have completed the trail, resulting in a free sticker from the collection. The consumer can see others photos if they are tagged using ‘#ahxconnect’ on social media, and by sharing the images it is providing the brand with further exposure.

details about AH stores and collections - news and offers from near by stores

Furthermore, the consumer can shop the Anya Hindmarch products through the app and will receive up-to-date news about the brand and offers from stores nearby using location services.

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keep track of which stickers they have found and can log each time they find a new one

fig 52. Wall Art Photo Mock Up, 2018

link sent through via wechat - campaign download the AH X Connect App

fig 53, 54 & 55. App Mock Up, 2018

can access the map

49 - campaign -

ethical considerations

Mock up of map to follow the stickers around the city Sent out to consumers who have already engaged with the brand or its competitors via Wechat After visiting all the stickers, the map leads to new Shanghai store

In terms of ethics, AH x Connect is ideal as it is all online, therefore there is no damage or waste caused to the environment.

Furthermore, the campaign encourages walking around the city rather than driving, and will bring more people into the city, which is good for businesses and tourism.

The street art will brighten up the city centre and create more visually pleasing spaces, and bring consumers together through an experience.

Easily adaptable to link to new products/collections

fig 56. App Mock Up, 2018

fig 57. Wall Art Mock Up, 2018

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51 - campaign -

- campaign -

aims chapter six - route to consumer -

• • •

To position the brand in the Chinese luxury market To introduce the nuanced consumer to the Anya Hindmarch brand To utilise experiential marketing in the digital age to form a better connection between the brand and its consumers

objectives • • •

By reintroducing the most popular part of the brand to the Chinese consumer – the Sticker Collection By using an experience-led method of marketing that appeals to the Chinese millennials By creating an interactive street art trail throughout the city leading to a new store in Shanghai

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53 - route to consumer -

aristotle’s communication model what do we want them to do

The Contemporary consumer to connect with Anya Hindmarch by creating a unique experience that they can become involved with.

where can they be reached Speaker

Speech

Audience

Effect

The Contemporary consumer would mostly be reached through social media and online touch points.

Occasion

when will they be most receptive

They use social media throughout the day, but we have noticed three key times – the morning, lunch time and particularly evenings are when they are most active.

AH X Connect Anya Hindmarch

Connecting with millenial consumers that are now experience driven rather than product driven

Chinese millenials

fig 58. Communicaton Theory, 2018

Expanding the brand in China and engaging with nuanced

what is our message

For the consumer to connect with the brand through more than just the product, and to build up brand loyalty and clear communication between the brand and the buyer.

why should they listen to us

We are providing a new experience that is inclusive of all Anya Hindmarch consumers, which other luxury brands are not doing for them currently.

54

55 - route to consumer -

- route to consumer -

timeline

loyalty loop

route to consumer timeline

June 2018 Social media- WeChat to promote Anya initially and to show products

June 2018 Launch store opening with influencers – live streamed on WeChat

before

• The consumer enjoys experiences and wants to be involved with activities that are sociable and that they can share online • They will be in the position of not knowing about the brand and not buying from them but they have the income to invest in luxury products

July 2018 AH repost consumer images on social media of the city stickers using a hashtag to encourage consumers to do the same

June 2018 Influencers are given a trial of the App and show this through social media – sparks interest in the campaign

July 2018 Stickers around the city start to appear, influencers post images on social media of them with the stickers and use #ahxconnect

fig 59. Communications Timeline, 2018

during

• Consumers would engage with the interactive elements of the campaign • They are learning about the brand and its products

August 2018 Maps take consumers to new Shanghai store once all stickers are found – first 100 there get a gift

after

• Through this experience the consumers are now in touch with the brand • The experience has also lead them to the new store which will increase product sales

fig 60. Loyalty Loop, 2018

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57 - route to consumer -

- route to consumer -

chapter seven - future -

what’s next?

AH x Connect is easily adaptable to other collections and products, as the stickers can be adjusted accordingly.

Furthermore, the gift that the ‘winners’ of the sticker trail receive can be changed depending on the product, for example, instead of a sticker, they could win a phone charm to work alongside the Pimp My Phone campaign. This means it will work well in the future as it is easily altered.

In terms of continuation after the launch, the sticker trail will remain around the city of Shanghai for the duration of the Summer, keeping the city bright and colourful and continuing to drive consumers into the new store and push sales. The App will remain, promoting Anya Hindmarch products and latest news and offers, and keeping the consumer engaged with the brand. The consumer will have joined the loyalty loop so will be willing to remain loyal to Anya Hindmarch.

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59 - future -

illustrations 1.

Elaine Constantine 2018 http://www.industryart.com/artists/elaineconstantine/voguechina/ 2.

Elaine Constantine 2018 http://www.industryart.com/artists/elaineconstantine/voguechina/ 3.

Anya Hindmarch Product 2017 https://style.over.net/7-pomembnih-stvari-ki-jih-uspesna-zenska-nosi-v-torbi/ 4.

Anya Hindmarch Product 2014 https://women.mthai.com/fashion/trend-fashion/188644.html 5.

Anya Hindmarch Product 2015 http://wwd.com/fashion-news/fashion-features/gallery/they-are-wearing-best-of-fashion-week-10281388/#!4/they-are-wearing-best-of-fashion-week-4 6.

Infographics 2018, Own Image 7.

Elaine Constantine 2018 http://www.industryart.com/artists/elaineconstantine/voguechina/ 8.

Anya Hindmarch Build A Bag In Store 2017 https://instagrammernews.com/detail/1552061663821679967 9.

Studio Olufar Eliasson 2018 http://www.olafureliasson.net/ 10.

The Situation Room 2014 https://trendland.com/the-situation-room/ 11.

Golf Le Fleur 2017 https://footwearnews.com/2017/focus/athletic-outdoor/ tyler-the-creator-debuts-unreleased-golf-le-fleur-converse-one-star-435333/ 12.

Alexander Wang X H&M 2014 https://charlottejoy17.wordpress.com/2014/10/17/ alexander-wang-hm/ 13.

Immersive Technology 14.

Immersive Technology 2017 https://www.emergingedtech.com/2017/07/virtual-reality-in-education-where-are-we-and-whats-next/ 15.

Anya Hindmarch Stickers, 2018 https://www.anyahindmarch.com 16.

Shanghai 2018, via Instagram 17.

Gucci Art Mural 2018 https://www.highsnobiety.com/p/gucci-art-walls-newyork-milan/ 18.

Successful Examples Moodboard 2018, Own Image 19.

Successful Examples Moodboard 2018, Own Image 20.

Successful Examples Moodboard 2018, Own Image 21.

Gucci Art Mural 2018 http://mint-journal.com/guccis-murals/ 22.

Gucci Art Mural 2018 http://mint-journal.com/guccis-murals/ 23.

Would You Rather Survey 2018, Own Image 24.

Infographics 2018, Own Image 25.

SWOT Analysis 2018, Own Image 26.

WeChat Mock Up 2018, Own Image 27.

Memphis Moodboards 2018, Own Image 28.

Camille Walala Mural 2015 https://l.facebook.com/l.php?u=https%3A%2F%2Flittlebigbell.com%2Fcamille-walala-at-aria-the-memphis-trend%2F&h=ATNVlc5LiNR1t_5uMNF6g675xl4Op8cSU-76LMu2DXJ42zCjFAwDdwzwtikr_9vF0BdoBWl8GhMyVXpr055AHi-IgTSsm6ZfLPbtprY_ZJ4R7-5b3g&s=1

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