RESEARCH JOURNAL
1
1
WEEKLY REFLECTIVE LOG LOTTI MARTIN-FULLER 201038548
1
2
TABLE OF CONTENTS
5
7
DEVELOPING STRATEGIC DIRECTION
CUSTOMER RESEARCH
9 13 CUSTOMER SEGMENTATION
CHOOSING A BRAND
35 47 55 57 FABRIC RESEARCH
SILHOUETTE & RANGE PLANNING
1
3
CHOSEN SILHOUETTES
LEEDS VISIT OBSERV
15 17 23 25 WHO ARE & OTHER STORIES?
& OTHER STORIES BRAND VALUES
BALANCE THE NEXT CHAPTER
COLOUR + MOOD RESEARCH
7 59 61 63
STORE T AND VATION
& OTHER STORIES VISUAL MERHCANDISING AND MARKETING
REFERENCE LIST
1
4
IMAGE REFERENCE LIST
Phase One DEVELOPING STRATEGIC DIRECTION
After attending the first lecture, I looked at
the
lifestyle
trend
I
predicted
in
semester 1 as a foundation to the upcoming trend package. The lifestyle trend established was ‘Minimalistic Millennials’, and this was found due to in-depth research into current trends and news in A/W 17/18. Minimalistic Millennials is born out of radical change, it is a non-reactive trend of
a
disillusioned,
gender-fluid
culture
uninterested which
have
and
emerged
out of a continuous state of suffering. This state of suffering includes political unrest, social unrest (sexual harassment), problems with equality and even terrorist attacks. ‘Minimalistic Millennials’ is an inspired peaceful lifestyle trend, where the followers are open-minded and harmless, people are turning to a simplified lifestyle of minimalism in order to escape the revolt and upheaval around them. The trend is an equalist movement that accepts each and every member – no discrimination exists.
1
5
1
6
MOODBOARD
MINIMALISTIC MILLENNIALS
RESEARCHING THE CONSUMER
Taking into account the research found on
‘Minimalistic
in-depth
trend
retailer
for
to
be
forecast
the
created
development experiences
Millennials’, S/S
which
of and
for
19
a
fashion
season
focuses
fashion
an needs
on
the
products,
communications.
First
of all, a target consumer needs to be
In
found that aligns with the minimalistic
target consumer, I decided to do some
millennials trend. As the name of the trend
research into WGSN’s forecasts for S/S
suggests,
the
depict
the
perfect
be
19.
well
as
two forecast ‘visions’ that align with
female due to the upheaval against sex-
Minimalistic Millennials; Common Ground
ual harassment cases and inequality in
and
society.
descriptions of these lifestyle trends:
(aged
profile
to
will
millennials
consumer
order
18-35),
as
1
7
On
In
further
Touch.
inspection,
Following
there
are
are
WGSN’s
1
8
CUSTOMER SEGMENTATION In tion
order needs
demographic,
to to
create
a
take
place.
geographic,
customer The
profile,
customer
segmentation
psychographic
and
variables
behavioural
segmentainclude segments.
Customer segmentation is a very important function of marketing, which helps to target and position a marketing strategy (Posner, 2015).
1
9
DEMOGAPHICS
GENDER – FEMALE AGE - 18-35 GENERATION – MILLENNIALS, OR GENERATION Y ETHNICITY – ANY MARITAL STATUS – SINGLE, ENGAGED, OR MARRIED BUT INDEPENDENT LIFE STAGE – PRE-FAMILY, NO DEPENDENTS OCCUPATION – CREATIVE INDUSTRIES, NOT AN OFFICE JOB EDUCATION – HEIDIS – (HIGHLY EDUCATED INDEPENDENT INDIVIDUALS), HAVE DEGREES INCOME – DISPOSABLE, £35000+ SOCIAL GRADE CLASSIFICATION –1 MIDDLE CLASS
10
GEOGRAPHICS
REGION – WESTERN, PARTICULARLY WESTERN EUROPE URBAN DWELLERS LIVES IN LARGE, BUSTLING CITIES SUCH AS LONDON AND MANCHESTER HOUSING TYPE – SEMI-DETATCHED 2 BED HOUSE, 2 BED FLAT, PENTHOUSE APARTMENTS LIVING WITH FRIENDS, ALONE, OR WITH PARTNER CLIMATE – TEMPERATE MARITIME, BRITISH WINTERS AND SUMMERS
1
11
PSYCHOGRAPHICS & BEHAVIOURISTICS
LIFESTYLE – LAID BACK AND EASY GOING SOCIAL ASPRITATIONS – SOCIALLY ACTIVE, SPENDS TIME WITH FRIENDS AND FAMILY YET VALUES PERSONAL SPACE SELF-IMAGE – FASHION CONSCIOUS, OPEN-MINDED AND HARMLESS, BUT CARE ABOUT PEOPLES OPINIONS OF THEM INTERESTS & HOBBIES – ENJOYS CLEAN LINES, NO FRILLS, AND MINIMALISTIC SPACES. INTERESTED IN BLOGGING, VLOGGING, AND ALL SOCIAL MEDIA OUTLETS TO PORTRAY THEMSELVES ON. ENJOYS TRAVELLING, AND RELISHES TIME SPENT OUTDOORS, AWAY FROM THE HUSTLE AND BUSTLE OF CITY LIFE. PURCHASING MOTIVES & BEHAVIOUR – FASHION CONSCIOUS AND SOPHISTACTED, BUT DOESN’T FOLLOW TRENDS. WARDROBE CONSISTS OF KEY STABLES AND A FEW MORE EXPENSIVE IMPULSE PURCHASES THAT HOLD LONGEVITY. ATTITUDE & OPINIONS – ENVIRONMENTALLY CONSCIOUS, ALWAYS WANTS TO LEARN NEW SKILLS TO BETTER THEMSELVES. HOLDS MEMORIES AS EXPERIENCES RATHER THAN PHYSICAL BELONGINGS. AVID RECYCLER. 1
12
CHOOSING A BRAND After looking into the type of consumer
As the consumers purchasing decisions rely
born out of the ‘Minimalistic Millennials’
on aspects other than fashion trends, I
trend, I have concluded that the customer
have ruled out fast fashion brands that
is demanding a change in their fast-paced
are on the high street such as Zara,
urban
car-
Topshop and Urban Outfitters. Also, these
ing more about the environment than ever
brands would not invest thoroughly into
before due to the rising media coverage
a full eco-friendly collection. This led
of the polluting effects of the fashion
me to research into sustainable fashion
industry. Solomon and Rabolt found that
brands such as Thought Clothing and People
not only are females the most environmen-
Tree. However, as these brands are 100%
tally friendly, but those of a millenni-
eco-friendly
al age have a higher level of education
would bring no appeal. I deliberated H&M,
and a higher income (2004). I am going to
however I ruled this out due to the brand
propose
following fast fashion strategies, they
lifestyle.
an
eco-labelled
Millennials
are
environmentally
collection
are too mainstream for this consumer and
brand
already have their Conscious Collection.
that would accommodate for this and the
Staying within the H&M group, my final
consumer profile.
two brands were COS and & Other Stories.
need
to
collection
this
and
therefore
capsule
friendly
already,
look
into
a
POSITIVES
-NOT TREND LED, SEASONLESS CLOTHES
-ALREADY USES SOME SUSTAINABLE MATERIALS -RECYCLING IN-STORE -YOUNGER COHORT OF CUSTOMERS (18-35) -PRICE RANGE SUITS CONSUMER PROFILE
NEGATIVES
-DOESN’T ADOPT ANY SUSTAINABLE MATERIALS -PRODUCTS COULD BE DEEMED TOO MINIMAL FOR CONSUMER IN QUESTION -OLDER TARGET COSTUMER -PRICE RANGE IS TOO 1 HIGH
-NOT FULLY TREND LED, HOWEVER THEY DO CREATE COLLECTIONS MORE OFTEN THAN COS
13
1
14
WHO ARE & OTHER STORIES?
& Other Stories is part of the H&M group,
Behnaz
founded in 2010 by a “small group of crea-
Stockholm
tives” who “wish to give women the freedom of
“they mix and match, and buy high and
expression
low. They don’t want to pay too much for a
Other
through
Stories,
originally
one
2018).
focused
brand” The on
(& brand
Aram,
paying
but
more
said
of
they’re for
their
women
that
okay
things
with
that
customers
idiosyncratic lifestyle concept” (Walk-
today – and that was the idea with the
er,
different directions” (Walker, 2013).
decided
to
bring
want
to
We
will
label blossomed into an innovative and they
wardrobe.
in
stay
that
their
design
products only, it was only after “the
2013)
in
of
atelier,
hairclip,
beauty
head
felt
be
that
creative
clothing into the mix. & Other Stories isn’t trend driven, and uses little to
“One-stop
no
with
marketing
tools
to
bring
in
their
consumers.
styling
collections
ateliers
in
Angeles”
destination from
Paris,
(&
Other
three
Stockholm Stories,
filled design
and
Los
2018).
The brand aims to be shoppable by all – age, style and price, it aims to be
Creative
director
affordable where all the value is in the
storm
product rather than the packaging (Fumo,
focusing on the whole look. We believe
2014).
shoes,
said bags,
the
Samuel brand
accessories,
is
Fern“about
jewellery,
lingerie and beauty are key for styling, and just as important as clothing” (Walker, 2013).
1
15
1
16
& OTHER STORIES BRAND VALUES
In order to make sure the brand aligned with
the
environmental
and
ethics
of
concerns
the
millennial
consumer, I looked into the brands values. &
Other
Stories
(AOS)
are
an
environmentally conscious company, who are “committed present
to
caring
and
the
compromising
the
for
both
future” quality
the
without of
their
products (& Other Stories, 2018). Their
brand
ethos
is
“to
reduce
As the fashion industry is the second
environmental
biggest industry in the world, AOS and
fashion world” by having in-store beauty
the H&M group feel that they have a large
recycling schemes (& Other Stories, 2018).
responsibility to prevent climate change
In 2015, AOS introduced textile recycling
(H&M,
into
2018).
Due
to
“Climate
change
footprint
the
particular
stores,
in
which
the
entails
[being] one of the major challenges of
consumers bringing in old textiles from
our
invested
any brand to be recycled into products
interest in taking action against it (&
such as geofleece, stuffed toys and shoe
Other Stories, 2018).
insoles. AOS declare that each item is “a
time”,
the
brand
has
an
valuable
source
A code of conduct is followed by the brand
treasure
ready
to
embark
on
which
chapter”
which
is
sorted
into
has
requirements
on
environmen-
of
material
a
next
one
of
four
employees
Reuse, and Rewear (& Other Stories, 2018).
“supply
this
chain
helps
more
to
make
the
sustainable”
(&
Upcycling,
its
–
tal practices and working conditions for –
categories;
raw
Recycling,
Other Stories, 2018). Furthermore, the brand
I am happy with this decision as the brand
provide training, education reward good
holds similar values as the consumer profile;
performance of the suppliers, so to make
namely recycling and caring about future
it an equally important priority.
generations in terms of the environment. 1
17
1
18
1
19
Textile and Packaging Recycling Scheme
The brand are open about their commitment to the enviornment 1
22
THE NEXT CHAPTER
Balance
After researching the brand values of & Other Stories, I realised that there was a gap in their market and products. Although & Other Stories pride themselves on sustainable and green values, they are yet to have produced an all-sustainable fashion collection. This paves the way for an all-sustainable capsule collection for S/S19. The capsule collection and trend package needs a name which reflects it, below are the names I shortlisted: ADAPT EMBRACE BALANCE CALIBRATE PURPOSE ABEYANCE The means
name
chosen
“a
situation
elements
are
is
BALANCE,
in
equal
which or
which
different in
the
correct proportions” such as mental or emotional ary,
stability
2018).
BALANCE
(Oxford
Diction-
represents
the
consumers’ emotional stability as well as environmental stability and sustainability.
1
23
POSITIONING MAP
EXPENSIVE
MASS MARKET
EXCLUSIVE
AFFORDABLE
Above is a positioning map that compares likewise brands to & Other Stories in terms of affordability and exclusivity. I have chosen to compare & Other Stories with other sustainable fashion brands and collections in order to see where they will sit in the market. I looked at the prices of a oversized shirt on all of the websites and positioned them on the map accordingly. As you can see, most of the brands are in the expensive half of the map, apart from Esprit which is just below the halfway line. This is because sustainable fashion and materials are expensive to source and therefore resell to consumers. This map will help me decide on pricing strategies as well as choice of materials further down the line.
1
24
Phase Two COLOUR, MOOD, FABRICS & YARNS
According to WGSN, as S/S19 is a time of change, there will be two distinct directions
for
colour.
The
first
will
be “bold, unambiguous tones that make a statement”, and this will reflect a “more polarised energising
world”
with
tones”
“soothing
which
offers
and an
“antidote” to this (Boddy and Tebbutt, 2018).
“The key message is that in a time of action and reaction colour will mean more” 1
25
KEY COLOURS S/S19
1
28
1
29
1
30
1
31
CHOSEN COLOUR PALETTE
VIBRANT E A R T H 1
32
YELLOWS
BLUES
KHAKI GREEN
1
33
PINK/RED/PEACH This is a moodboard showing pictures from & Other Stories’ recent campaign shoots. I have arranged them into colour themes; Yellows, Blues, Khaki Greens and Pink/Red/Peach. As shown on WGSN’s key colour palettes, yellow, blue, green and red are all key colours. & Other Stories have already adopted these colours into their previous collections and therefore they will slot perfectly into this new capsule collection. Mustard yellow, electric blue, baby blue, khaki green, bright pink, red, and peach are all key colours in the BALANCE collection, alongside bright orange, forest green, brown, beige and grey. Although lilac was another key colour for S/S19, I decided to leave it out of the colour palette as there is little evidence of & Other Stories going down this colour route.
CHOSEN COLOUR PALETTE
VIBRANT E A R T H 1
34
FABRICS Following choosing my colour scheme for the BALANCE collection, I now need to choose my fabrics. The fabric selection for the BALANCE S/S19 collection is the most important decision to be made as the focus of the collection is sustainable lifestyle and materials. Fashion
leaves
an
enormous
carbon
footprint, and it is ever-growing. The demand
for
polyester
man-made
has
fibres
doubled
in
such
the
as
past
15
years (Technical Textile Markets cited in Claudio, 2007). It is these man-made fibres
that
require
energy-intensive
large
amounts
processing
and
of use
culpable amounts of fossil fuels in their manufacturing. The
following
section
will
show
me
researching into different materials that the brand already use, both sustainable and unsustainable, what their competitors use and looking at which fit into a S/S collection rather than an A/W collection. Above be
all, chosen
the will
fabrics be
that
will
sustainably
produced and enviornmentally friendly.
1
35
Shirt Oversized button down shirt with frontal buttons and rippled gatherings, detailed with a pin stripe pattern. Shell: Viscose 99%; Metallised Fibre 1% Machine wash 30°C gentle cycle
Dress With a classic, feminine fit, this softfeel silk dress is made for an elegant yet diverse use. Waist ties Shell: Mulberry Silk 100% Machine wash 30°C gentle cycle
1
37
Trousrer Relaxed fit linen blend trousers with vertical stripes and a belted waist tie. Frontal pockets Duo hook and zipper fly Shell: Cupro 52%; Linen 20%; Cotton 17%; Polyester 11% Machine wash 30°C gentle cycle
Top Cap sleeve micro knit top with a crewneck cut detailed with scalloped edge trim. Fitted Shell: Tencel Lyocell 67%; Cotton 33% Machine wash 30°C gentle cycle
(& Other Stories, 2018) 1
38
Skirt A chic midi skirt styled from a flowy pleated fabric. Waistband with concealed zip and button fastening. Shell: Polyester 100% Machine wash 30°C gentle cycle
Jumpsuit Short sleeve tropical bird of paradise print wrap jumpsuit with a side tie and flared legs. Shell: Viscose 100% Machine wash 30°C gentle cycle
1
39
Jacket Boxy fit jacket with a front welt pocket, two exposed front snap closure buttons and seaming in the front and back to give the structured shape. Two button snap cuffs Three hidden front snap button closures Cotton 100% Machine wash 30°C gentle cycle
Sweatshirt Soft sweatshirt featuring a light hue and a lived-in feel. Dropped shoulders Rib triangle, collar Ribbed cuffs, collar and hem Recycled Cotton 68%; Recycled Polyester
25%; Acrylic 7% Machine wash 30°C gentle cycle
(& Other Stories, 2018) 1
40
WGSN TEXTILE RESEARCH
1
43
After researching the types of materials & Other Stories already use, I then decided to research the types of materials a competitor might use. Thought Clothing is an all-sustainable clothing brand which the & Other Stories BALANCE collection could take some inspiration from. Here are some of the fabrics they use, and why:
1
44
Upon researching into the types of fabrics & Other Stories use,
I have found that they
often use Cotton, Polyester, Viscose, Linen, Tencel Lyocell, and Silk. Furthermore, Thought Clothing, & Other Stories’ competitor, use materials such as Recycled Cotton and Recycled Polyester, as well as Bamboo, Tencel and Hemp. The following materials are inspired by both brands:
HEMP SILK
Luxurious,
silky,
BAMBOO
satin
fabric. 70% Hemp, 30% Silk. Hemp gives the fabric durability
and
strength
(Offset Warehouse, 2018a). Hemp
“doesn’t
wear
out,
it wears in and with time gets softer still” (Thought Clothing, 2018).
Bamboo
has
some
ORGANIC LINEN
great
Organic Linen is a natural
properties,
It is breathable and cool.
properties such as: natural antimicrobial
natural ability to protect
against UV radiation, smooth surfaces
absorbancy
and
and
high
water
durability
(Vivify Textiles, 2018b).
1
45
fibre made out of flax plant. It is made using certified methods are
and
used
in
no
chemicals
the
process
(Vivify Textiles, 2018a).
ORGANIC COTTON
100%
Organic
grown use or
Cotton
is
Strong,
durable
fertilisers
recyled
polyester
naturally,
synthetic
RECYCLED POLYESTER
pesticides.
doesn’t
Organic
cotton feels the same as normal
benefical social
factors
cotton
and
in
yet
qualities
has
to
fabric
mde
and
from
TENCEL BLEND
soft
100%
(RPet).
Started as a plastic bottle, now
recyled
and
reworked
(Offset Warehouse, 2018c).
environmental
49%
Organic
Tencel,
Cotton,
5%
Wool.
breathable.
Wool
46%
Smooth
and silky to touch, very self-regulating
is
fibre
a
-
keeps you warm on cold days and cool on hot days. Tencel is a man-made fibre sourced
manufacturing
from sustainable tree farms
(Thought Clothing, 2018).
and
has
incredible
mois-
ture absorbing properties perfect wear
46
spring/summer
(Offset
2018b).
1
for
Warehouse,
Phase Three SILHOUETTES & RANGE PLANNING This
week
I
need
to
look
at
which
silhouettes are in fashion for S/S19. I will also look into how these silhouettes fit in with & Other Stories’ brand and existing products. Lastly, I will divise a range plan for the BALANCE S/S19 Capsule Collection. According to WGSN, womenswear for S/S19 is very feminine, with lots of lace and borders (Sinclair, 2017). There is also data to support the fact that “dressed-up styles are on the rise” (Sinclair, 2017). Sinclair lists three key points of women’s silhouettes for S/S19: “Refined
functionality
—
the
military
styling from last season moves into a more functional design focus. Apron styling and decorating shirts have a minimalist look but refined appeal at retail. Springtime lace — overtly feminine with sheer layers, delicate lace comes through in appliquéd styles and broderie anglaise borders. High-waist interest — focus on the waist continues to gain momentum, with paper-bag details creating an extreme silhouette.” (Sinclair, 2017). 1
47
1
48
1
49
1
50
1
51
1
52
FRILLS & PLEATS
HIGH-WAIST & WIDE LEG
ASYMMETRIC LINES
1
53
CINCHED WAISTS
CUT-OUT DETAILS
WRAP OVER & TIES
1
54
CHOSEN SILHOUETTES [3]
[2]
[1]
[4]
[5]
[6]
[7]
1
55
[9] [8]
The Spring/Summer 2019 key silhouettes for
The key silhouettes are:
angelic flowy silhouettes of & Other Stories’
•
the balance trend package intertwine the
existing products with a fresh new twist
of nature and escapism. The collection is
•
Asymmetric Pleat Skirt
•
Woven Asymmetric Strappy Top
•
fairly casual with loose shapes which is
•
in line with the core consumer and can be
•
described as ethereal due to the frills
•
and asymmetric lines (not uncommon in the
•
brands past designs).
•
1
56
Elasticated Tank Crop
Long Sleeve Extreme Crop
Slouch Wide Tapered Trousers Cargo Tie Gilet
Prairie Frill Dress
Backless Hooded Culotte Jumpsuit Asymmetric Tent Wrap Maxi Dress
& OTHER STORIES LEEDS STORE VISIT AND OBSERVATION
In week 10, I visited the & Other Stories store in Victoria Gate Leeds, in order to have a look at their visual merchandising. The store itself is decadent and lavish and screams good quality. The window display sees two large notices explaining their recycling scheme and the 10% discount reward for taking part. Alongside these, there is lots of greenery and plants, also relaying their dedication to sustainability. Inside, the store is minimal and chic, with metal furnishings such as clothing rails and racks. Despite the industrial feel, the shop manages to feel comforting yet bright and spacious and the clothes are clearly laid out making the shop easy to navigate.
1
57
1
58
& OTHER STORIES VISUAL MERCHANDISING & MARKET After visiting the & Other Stories in Leeds, I am have some ideas to propose for the visual merchandising of the BALANCE collection. The
BALANCE
situated
by
collection the
front
will
be
doors
of
the shop, so as to catch the eyes and
attention
straight
away.
collection with
of
will
even
more
the
consumer
Furthermore, be
the
surrounded
plants
than
the
store already uses in their visual merchandising, this shows the link between
the
products
and
their
sustainable make-up. On the wall behind the products there will be polaroids of the products being produced and the materials being grown. Next to the polaroids will be a timeline of the products lifecycle thus far, showing how this collection embraces ‘slow fashion’ rather than ‘fast fashion’. Lastly,
there
will
be
an
interactive virtual reality screen and headphones that the consumer can put on and watch mini films of the materials being produced in
their
respectable
countries.
This creates a strong bond with the target consumer as it helps them
to
holds
realise
the
same
that
the
ethical
brand values
as they do. As the target consumers
are
millennials
who
are
technology-driven, virtual reality is a great experiential marketing tool that catches their attention.
1
59
TING
1
60
REFERENCE LIST
& Other Stories. 2018. About. [Online]. [Accessed 15th February 2018]. Available from: https://www.stories.com/gb/About Boddy, J., and Tebbutt, L. 2018. Global Colour S/S19. WGSN. [Online]. [Accessed 20th March 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/72373/page/2 Claudio, L. 2007. Waste Couture: Environmental Impact of the Clothing Industry. Environmental Health Perspectives. 115(9), A449-A454. Fumo, N. 2014. Six Crucial Things to Know About & Other Stories. RACKED. [Online]. [Accessed 10th February 2018]. Available from: https://www.racked.com/2014/10/15/7573427/ other-stories H&M. 2018. Sustainable Fashion. [Online]. [Accessed 12th February 2018]. Available from: http://about.hm.com/en/sustainability/sustainable-fashion.html Offset Warehouse. 2018a. Champagne Hemp Silk Charmeuse. [Online]. [Accessed 30th March 2018]. Available from: https://www.offsetwarehouse.com/products/nude-hemp-silkcharmeuse-1 Offset Warehouse. 2018b. White Wool and Tencel Blend. [Online]. [Accessed 30th March 2018]. Available from: https://www.offsetwarehouse.com/products/white-wool-tencel-blend
Offset Warehouse. 2018c. Recycled Polyester Satin. [Online]. [Accessed 30th March 2018]. Available from: https://www.offsetwarehouse.com/products/recycled-polyester-satin Oxford Dictionary. 2018. Balance. [Online]. [Accessed 2nd March 2018]. Available from: https://en.oxforddictionaries.com/definition/balance Posner, H. 2015. Marketing Fashion. London: Laurence King Publishing Sinclair, R. 2017. Key Items S/S 19: Women’s & Young Women’s Apparel. WGSN. [Online]. [Accessed 20th March 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/73761/page/13
1
61
Solomon, M. R., and Rabolt, N. J. 2004. Consumer Behaviour in Fashion. New Jersey: Pearson Education LTD Thought Clothing. 2018. Our Natural Sustainable Fabrics. [Online]. [Accessed 30th March 2018]. Available from: https://www.wearethought.com/sustainable-fabrics/ Vivify Textiles. 2018a. Organic Linen Plain. [Online]. [Accessed 20th March 2018]. Available from: https://www.vivifytextiles.com/collections/organic/products/organic-linen-plain Vivify Textiles. 2018b. Bamboo Twill Green.
[Online]. [Accessed 30th March 2018].
Available from: https://www.vivifytextiles.com/collections/bamboo/products/bambootwill-green Walker, H. 2013. H&M & Other Stories: A new chapter for the British high street. The Independent. [Online]. [Accessed 12th February 2018]. Available from: http://www.independent.co.uk/arts-entertainment/art/features/hm-other-stories-a-new-chapter-for-thebritish-high-street-8529924.html
1
62
IMAGE REFERENCE LIST
In order of appearance:
& Other Stories. 2018a. Home. [Online]. [Accessed 13th February 2018]. Available from: https://www.stories.com/en_gbp/index.html Bentall Centre. 2018a. & Other Stories Logo Vector. [Online]. [Accessed 2nd February 2018]. Available from: https://www.bentallcentre.co.uk/store/other-stories/bentall-centre-other-stories/ Cos. 2017. Womenswear: Trousers. [Online]. [Accessed 2nd February 2018]. Available from: https://www.cosstores.com/gb/Women/Trousers?utm_source=Pinterest&utm_medium=Social&utm_campaign=CS_Wide_Leg_Trousers_W07 Trendland. 2017. Wardrobe Snack. [Online]. [Accessed 2nd February 2018]. Available from: https://trendland.com/warderobe-snack/ Cramer, M. 2017. Magnus Cramer Photography. [Online]. [Accessed 2nd February 2018]. Available from: https://www.magnuscramer.com/COSMETICS/19 ArchiProducts. 2017. Flaviker Supreme Flooring. [Online]. [Accessed 2nd February 2018]. Available from: http://www.archiproducts.com/en/products/flaviker/porcelain-stonewarewall-floor-tiles-supreme_197525 Tumblr. 2017. Peonies, Pearls and Promises. [Online]. [Accessed 2nd February 2018]. Available from: http://peoniespearlspromises.tumblr.com/post/7885570976 Cereal. 2017. The 7th Room. [Online]. [Accessed 2nd February 2018]. Available from: https://readcereal.com/the-7th-room/ Useful Home DÊcor Tips. 2017. Home is where the heart is. [Online]. [Accessed 2nd February 2018]. Available from: http://www.usefulhomedecortips.com/make-your-home-improvement-project-painless-with-these-great-tips/ Dare, A. 2017. Home Tour – A light filled house in London. [Online]. [Accessed 2nd February 2018]. Available from: http://www.thesefourwallsblog.com/interiors/home-tourlight-filled-house-london/
1
63
WGSN. 2017. The Vision 2019: Part 1 – Common Ground. [Online]. [Accessed 14th February 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/72114/page/3 WGSN. 2017. The Vision 2019: Part 1 – Common Ground. [Online]. [Accessed 14th February 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/72114/page/3 WGSN. 2017. The Vision 2019: Part 1 – In Touch. [Online]. Accessed 14th February 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/72205/page/1 WGSN. 2017. The Vision 2019: Part 1 – In Touch. [Online]. Accessed 14th February 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/72205/page/1 Stedman, A. 2018a. The Frugality. [Online]. [Accessed 20th February 2018]. Available from: http://www.the-frugality.com Stedman, A. 2018b. The Frugality. [Online]. [Accessed 20th February 2018]. Available from: http://www.the-frugality.com Stedman, A. 2018c. The Frugality. [Online]. [Accessed 20th February 2018]. Available from: http://www.the-frugality.com Fashion Model Directory. 2014. COS logo vector. [Online]. [Acccesed 20th February 2018]. Available from: http://www.fashionmodeldirectory.com/magazines/elle-italy/editorials/august-2014/yosemite-camp-14886/brands/ Bentall Centre. 2018b. & Other Stories Logo Vector. [Online]. [Accessed 2nd February 2018]. Available from: https://www.bentallcentre.co.uk/store/other-stories/bentall-centre-other-stories/ Martin-Fuller, L. 2018a. Leeds & Other Stories Store. Rodulfo, K. 2015. & Other Stories Will Now Take All the Clothes You Don’t Want Anymore. Elle. [Online]. [Accessed 25th February 2018]. Available from: https://www.elle.com/ fashion/shopping/news/a31645/other-stories-textile-recycling-program-launch/ & Other Stories. 2018b. Home. [Online]. [Accessed 25th February 2018]. Available from: https://www.stories.com/en_gbp/index.html 1
64
IMAGE REFERENCE LIST
& Other Stories. 2018c. Home. [Online]. [Accessed 25th February 2018]. Available from: https://www.stories.com/en_gbp/index.html & Other Stories. 2018d. Home. [Online]. [Accessed 25th February 2018]. Available from: https://www.stories.com/en_gbp/index.html & Other Stories. 2018e Home. [Online]. [Accessed 25th February 2018]. Available from: https://www.stories.com/en_gbp/index.html The Street Pie. 2016. & Other Stories recycling program. [Online]. [Accessed 25th February 2018]. Available from: http://thestreetpie.com/en/2016/07/11/other-stories-recycling-program/ Pinterest. 2018a. & Other Stories. [Online]. [Accessed 25th February 2018]. Available from: https://www.pinterest.com/andotherstories/ Baldi, E. 2016. Blue is in fashion this year. [Online]. [Accessed 25th February 2018]. Available from: http://blueisinfashionthisyear.com/2016/05/16/blueweekly-18-19/ Pinterest. 2018b. Recycling & Other Stories. [Online]. [Accessed 25th February 2018]. Available from: https://www.pinterest.co.uk/pin/529173024948815588/ Pinterest. 2018c. Recycling & Other Stories. [Online]. [Accessed 25th February 2018]. Available from: https://www.pinterest.co.uk/pin/529173024948026495/ Fashion Model Directory. 2014b. COS logo vector. [Online]. [Acccesed 20th February 2018]. Available from: http://www.fashionmodeldirectory.com/magazines/elle-italy/editorials/august-2014/yosemite-camp-14886/brands/ Bentall Centre. 2018c. & Other Stories Logo Vector. [Online]. [Accessed 2nd February 2018]. Available from: https://www.bentallcentre.co.uk/store/other-stories/bentall-centre-other-stories/ Pelle Magazine. 2017. H&M estrena en Ăşnica green carpet en Chile la colecciĂłn. [Online]. [Accessed 2nd March 2018]. Available from: http://www.pellemagazine.cl/hm-estrena-en-unica-green-carpet-en-chile-la-coleccion/ 1
65
PeopleTree. 2018. Blog. [Online]. [Accessed 2nd March 2018]. Available from: http:// blog.peopletree.co.uk Wikipedia. 2018. Esprit Logo. [Online]. [Accessed 2nd March 2018]. Available from: https://en.wikipedia.org/wiki/File:Esprit_Holdings_logo.svg Wikimedia Commons. 2018. Patagonia Logo. [Online]. [Accessed 2nd March 2018]. Available from: https://commons.wikimedia.org/wiki/File:Patagonia_(Unternehmen)_logo.svg Leatherland, P. 2017. Introducing ‘Thought’ the new name for Braintree Clothing. Ethical Superstore. [Online]. [Accessed 2nd March 2018]. Available from: https://www.ethicalsuperstore.com/blog/fashion/introducing-thought-new-name-braintree-clothing/ Boddy, J., and Tubbutt, L. 2018a. Key Colours S/S19. WGSN. [Online]. [Accessed 5th March 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/72348/page/1 Boddy, J., and Tubbutt, L. 2018b. Key Colours S/S19. WGSN. [Online]. [Accessed 5th March 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/72348/page/1 Boddy, J., and Tubbutt, L. 2018c. Key Colours S/S19. WGSN. [Online]. [Accessed 5th March 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/72348/page/1 Boddy, J., and Tubbutt, L. 2018d. Key Colours S/S19. WGSN. [Online]. [Accessed 5th March 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/72348/page/1 Boddy, J., and Tubbutt, L. 2018e. Key Colours S/S19. WGSN. [Online]. [Accessed 5th March 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/72348/page/1 Boddy, J., and Tubbutt, L. 2018f. Global Colour S/S19. WGSN. [Online]. [Accessed 5th March 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/72373/page/2 Boddy, J., and Tubbutt, L. 2018g. Global Colour S/S19. WGSN. [Online]. [Accessed 5th March 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/72373/page/2 Boddy, J., and Tubbutt, L. 2018h. Global Colour S/S19. WGSN. [Online]. [Accessed 5th March 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/72373/page/2 1
66
IMAGE REFERENCE LIST
Boddy, J., and Tubbutt, L. 2018i. Global Colour S/S19. WGSN. [Online]. [Accessed 5th March 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/72373/page/2 Boddy, J., and Tubbutt, L. 2018j. Global Colour S/S19. WGSN. [Online]. [Accessed 5th March 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/72373/page/2 Boddy, J., and Tubbutt, L. 2018k. Global Colour S/S19. WGSN. [Online]. [Accessed 5th March 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/72373/page/2 Boddy, J., and Tubbutt, L. 2018l. Global Colour S/S19. WGSN. [Online]. [Accessed 5th March 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/72373/page/2 All Pantone Shades: WGSN. 2017a. Woman’s Colour S/S19: In Touch. [Online]. [Accessed 30th March 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/73434/page/9 & Other Stories. 2018f. Home. [Online]. [Accessed 5th April 2018]. Available from: https://www.stories.com/en_gbp/index.html & Other Stories. 2018g. Home. [Online]. [Accessed 5th April 2018]. Available from: https://www.stories.com/en_gbp/index.html & Other Stories. 2018h. Home. [Online]. [Accessed 5th April 2018]. Available from: https://www.stories.com/en_gbp/index.html & Other Stories. 2018i. Home. [Online]. [Accessed 5th April 2018]. Available from: https://www.stories.com/en_gbp/index.html & Other Stories. 2018j. Home. [Online]. [Accessed 5th April 2018]. Available from: https://www.stories.com/en_gbp/index.html & Other Stories. 2018k. Home. [Online]. [Accessed 5th April 2018]. Available from: https://www.stories.com/en_gbp/index.html & Other Stories. 2018l. Home. [Online]. [Accessed 5th April 2018]. Available from: https://www.stories.com/en_gbp/index.html 1
67
& Other Stories. 2018m. Home. [Online]. [Accessed 5th April 2018]. Available from: https://www.stories.com/en_gbp/index.html & Other Stories. 2018n. Home. [Online]. [Accessed 5th April 2018]. Available from: https://www.stories.com/en_gbp/index.html & Other Stories. 2018o. Home. [Online]. [Accessed 5th April 2018]. Available from: https://www.stories.com/en_gbp/index.html & Other Stories. 2018p. Home. [Online]. [Accessed 5th April 2018]. Available from: https://www.stories.com/en_gbp/index.html & Other Stories. 2018q. Home. [Online]. [Accessed 5th April 2018]. Available from: https://www.stories.com/en_gbp/index.html Fanfouille. 2013. Roses 2013 palm tree. [Online]. [Accessed 8th April 2018]. Available from: https://fanfouille.deviantart.com/art/Roses-2013-palm-tree-395597188 Pinterest. 2018d. A.HAKES. [Online]. [Accessed 8th April 2018]. Available from: https://www.pinterest.com/pin/164874036338265026/ & Other Stories. 2018r. Home. [Online]. [Accessed 8th April 2018]. Available from: https://www.stories.com/en_gbp/index.html & Other Stories. 2018s. Home. [Online]. [Accessed 8th April 2018]. Available from: https://www.stories.com/en_gbp/index.html & Other Stories. 2018t. Home. [Online]. [Accessed 8th April 2018]. Available from: https://www.stories.com/en_gbp/index.html & Other Stories. 2018u. Home. [Online]. [Accessed 8th April 2018]. Available from: https://www.stories.com/en_gbp/index.html & Other Stories. 2018v. Home. [Online]. [Accessed 8th April 2018]. Available from: https://www.stories.com/en_gbp/index.html & Other Stories. 2018w. Home. [Online]. [Accessed 8th April 2018]. Available from: 1
68
IMAGE REFERENCE LIST
& Other Stories. 2018x. Home. [Online]. [Accessed 8th April 2018]. Available from: https://www.stories.com/en_gbp/index.html & Other Stories. 2018y. Home. [Online]. [Accessed 8th April 2018]. Available from: https://www.stories.com/en_gbp/index.html Palmer, H., and Skliarova, J. 2017a. Women’s Textile Forecast S/S19: In Touch. WGSN. [Accessed 10th April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/73241/page/1 Palmer, H., and Skliarova, J. 2017b. Women’s Textile Forecast S/S19: In Touch. WGSN. [Accessed 10th April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/73241/page/1 Palmer, H., and Skliarova, J. 2017c. Women’s Textile Forecast S/S19: In Touch. WGSN. [Accessed 10th April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/73241/page/1 Palmer, H., and Skliarova, J. 2017d. Women’s Textile Forecast S/S19: In Touch. WGSN. [Accessed 10th April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/73241/page/1 Thought Clothing. 2018a. Our natural sustainable fabrics. [Online]. [Accessed 15th April 2018]. Available from: https://www.wearethought.com/sustainable-fabrics/ Thought Clothing. 2018b. Our natural sustainable fabrics. [Online]. [Accessed 15th April 2018]. Available from: https://www.wearethought.com/sustainable-fabrics/ Thought Clothing. 2018c. Our natural sustainable fabrics. [Online]. [Accessed 15th April 2018]. Available from: https://www.wearethought.com/sustainable-fabrics/ Thought Clothing. 2018d. Our natural sustainable fabrics. [Online]. [Accessed 15th April 2018]. Available from: https://www.wearethought.com/sustainable-fabrics/ Thought Clothing. 2018e. Our natural sustainable fabrics. [Online]. [Accessed 15th April 2018]. Available from: https://www.wearethought.com/sustainable-fabrics/ 1
69
Thought Clothing. 2018f. Our natural sustainable fabrics. [Online]. [Accessed 15th April 2018]. Available from: https://www.wearethought.com/sustainable-fabrics/ Offset Warehouse. 2018. Champagne Hemp Silk Charmeuse. [Online]. [Accessed 10th April 2018]. Available from: https://www.offsetwarehouse.com/products/nude-hemp-silkcharmeuse-1 Vivify Textiles. 2018. Bamboo Twill Green. [Online]. [Accessed 10th April 2018]. Available from: https://www.vivifytextiles.com/products/bamboo-twill-green Vivify Textiles. 2018. Organic Linen Plain. [Online]. [Accessed 10th April 2018]. Available from: https://www.vivifytextiles.com/collections/organic/products/organic-linen-plain Vivify Textiles. 2018. Organic Cotton Twill Beige 230gsm. [Online]. [Accessed 10th April 2018]. Available from: https://www.vivifytextiles.com/products/organic-cotton-twill-beige-230 Offset Warehouse. 2018. Recycled Polyester Satin. [Online]. [Accessed 10th April 2018]. Available from: https://www.offsetwarehouse.com/products/recycled-polyester-satin Offset Warehouse. 2018. White Wool & Tencel Blend. [Online]. [Accessed 10th April 2018]. Available from: https://www.offsetwarehouse.com/products/white-wool-tencel-blend Vivify Textiles. 2018. Bamboo. [Online]. [Accessed 10th April 2018]. Available from: https://www.vivifytextiles.com/collections/bamboo Sinclair, R. 2017a. Key Items S/S 19: Women’s & Young Women’s Apparel. WGSN. [Online]. [Accessed 20th April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/73761/page/13 Sinclair, R. 2017b. Key Items S/S 19: Women’s & Young Women’s Apparel. WGSN. [Online]. [Accessed 20th April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/73761/page/13 Sinclair, R. 2017c. Key Items S/S 19: Women’s & Young Women’s Apparel. WGSN. [Online]. [Accessed 20th April 2018]. Available 1 from: https://www.wgsn.com/content/board_view-
70
IMAGE REFERENCE LIST
Sinclair, R. 2017d. Key Items S/S 19: Women’s & Young Women’s Apparel. WGSN. [Online]. [Accessed 20th April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/73761/page/13 Sinclair, R. 2017e. Key Items S/S 19: Women’s & Young Women’s Apparel. WGSN. [Online]. [Accessed 20th April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/73761/page/13 Sinclair, R. 2017f. Key Items S/S 19: Women’s & Young Women’s Apparel. WGSN. [Online]. [Accessed 20th April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/73761/page/13 Sinclair, R. 2017g. Key Items S/S 19: Women’s & Young Women’s Apparel. WGSN. [Online]. [Accessed 20th April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/73761/page/13 Sinclair, R. 2017h. Key Items S/S 19: Women’s & Young Women’s Apparel. WGSN. [Online]. [Accessed 20th April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/73761/page/13 Sinclair, R. 2017i. Key Items S/S 19: Women’s & Young Women’s Apparel. WGSN. [Online]. [Accessed 20th April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/73761/page/13 Sinclair, R. 2017j. Key Items S/S 19: Women’s & Young Women’s Apparel. WGSN. [Online]. [Accessed 20th April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/73761/page/13 All & Other Stories pictures: & Other Stories. 2018z. Home. [Online]. [Accessed 8th April 2018]. Available from: https://www.stories.com/en_gbp/index.html All Silhouettes: WGSN. 2018. Image & Design Library. [Online]. [Accessed 18th April 2018]. Available from: https://www.wgsn.com/library/results/a63dc2f4021d0701a53767bd81d8a341 1
71
Martin-Fuller, L. 2018b. Leeds & Other Stories Store. Martin-Fuller, L. 2018c. Leeds & Other Stories Store. Martin-Fuller, L. 2018d. Leeds & Other Stories Store. H&M. 2018. & Other Stories. [Online]. [Accessed 12th February 2018]. Available from: https://about.hm.com/en/brands/stories.html
1
72
BALANCE S/S19