Afformation Business Plan

AFFORMATION Empowering your true form 2022 CREATED BY

LUXURY START UP SERVICE

ZOE JEMMA GEORGIA SOPHIE MARIA

ContentS 01

BUSINESS INFORMATION 1.1 Business Summary 1.2 Business Aims 1.3 Financial Summary 1.4 Brand Values 1.5 Mission Statement 1.6 Strap Line 1.7 Elevator Pitch

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2 3 4 4 5 5 5

4.8 Changing Room Inspiration 4.9 Changing Room Layout 4.10 About the Packages

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BRANDING DEVELOPMENT 3.1 Logo Research 3.2 Initial Logo Development 3.3 Polls 3.4 Final Logo 3.5 Logo Do’s and Dont’s 3.6 Colour Scheme

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PRODUCTS AND SERVICES 18 4.2 Why Focusing on Denim To Start19 20 4.3 Concessions Agreement 4.4 Why Situating in London Store 21 4.5 When We Plan to Start Trading 21 4.1 About The Service

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CUSTOMER RESEARCH 6.1 Customer Profile 6.2 Moodboards

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WEBSITE 5.1 Website Layout

6 7 2.2 Marketing Director 2.3 Operations & Finance Director 7 8 2.4 Creative Director 8 2.5 Design Director

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4.7 Food and Drink

OWNERS BACKGROUND 2.1 Managing Director

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4.6 Floor Location

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MARKET RESEARCH

07.1 KEY FINDINGS 7.1.1 Returns

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7.1.2 Fashion Industry and Impacts of COVID-19

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7.1.3 Implications of Sizing and Fit 41 7.1.4 Fashion and Inclusivity 7.1.5 The Luxury Market 7.1.6 The Luxury Customer Experience

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7.1.7 Pyschology of Body Positivity 44

07.2 FIELD RESEARCH 7.2.1 Customer Research (Survey)

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07.3 MARKET STRATEGY 7.3.1 Instagram 7.3.2 Influencers 7.3.3 Tiktok 7.3.4 Website 7.3.5 Leaflet and Envelope 7.3.6 Business Card 7.3.7 Email 7.3.8 Promotional Timeline

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COMPETITOR RESEARCH

FINANCE 10.1 Cost Table 10.2 Personal Survival Budget 10.3 Cost and Pricing Strategy 10.4 Sales and Costs Forecast 10.5 Cash Flow Forecast

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BACK UP PLAN 11.1 Plan B

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74 76 8.2 Brand Positioning Map 8.3 Afformation’s SWOT Analysis 77 8.4 Afformation’s PESTLE Analysis 78 79 8.5 Unique Selling Point 09

OPERATIONS AND LOGISTICS 9.1 Production 9.2 Payment Methods and Terms 9.3 Equipment 9.4 Premises 9.5 Annual Running Costs 9.6 Transport 9.7 Legal Requirements 9.8 Insurance Requirements 9.9 Income From Website 9.10 Management and Staff 9.11 Salaries

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REFERENCES

8.1 Competitor SWOT Analysis

12.1 References 12.2 Image References 12.3 Bibliography

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102 114 137

APPENDICES 13.1 Weekly Timetable/Checklist 13.2 Gantt Chart 13.3 Meeting Records 13.4 Research

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02 BUSINESS INFORMATION

1.1 BUSINESS SUMMARY Afformation is a luxury 3D body scanner brand aimed at the luxury market. Started as a partnership between 5 owners, Afformation solves a prevalant issue in the fashion industry: the fit of garments on the human body. Customers have their body 3D scanned and then digitised to create an avatar they can use to virtually try on luxury garments, finding the best fit for their body in the process. The luxury market is predicted to be worth €5.89 billion in 2025 (Statista, 2020: online), proving a steadily progressing rate of growth despite the recent global pandemic causing approximately 30% of fashion industry profit loss during 2020 (Mckinsey, 2020: online). While other areas of the market had declining sales, the luxury sector’s worth remained increasing, proving that luxury clientele have retained money that they continue to spend on clothing.

It is initially opening within Selfridges due to its strong customer expenditure within the UK; 23% of Selfridges consumers made a purchase while shopping in-store, while only 19% of Harvey Nichols shoppers made a purchase (TheIndustry.Fashion, 2020b: online).

Offering an in-store concessions experience within Selfridges results in a higher possibility of customers purchasing garments after using an in-store 3D body scanner. Additionally, 2

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as of November 2020, Selfridges proved themselves to be the overwhelming leader of luxury brands in the UK (TheIndustry.Fashion, 2020a:online). Harrods and Harvey Nichols, the direct offline competition in the UK, received a 9% more negative review on in-store experiences in comparison to WWSelfridges. Users have a more positive experience within Selfridges, making them the most appealing business to partner with. Additionally, Selfridges’ revenue in 2020 was £852.9 million, and from 2011 to 2020 they doubled their revenue despite the global pandemic (Statista, 2021a: online).

First-hand research conducted with the target markets discovered that 86% of responders choose jeans as a garment they struggle to find their perfect fit in. 73% of customers also find that clothing does not fit them correctly in stores. The brand name “Afformation” came from this issue; fitting clothes perfectly to the body’s form to turn it into a positive affirmation.

1.2 BUSINESS AIMS Figure 1: Short Term, Mid Term, Long Term Goals (Source: Own, 2021)

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1.3 FINANCIAL SUMMARY The business aims to break even within the first year of trading and create profit. The estimated break-even point is 8.5 months; therefore the remaining 3.5 months will generate profit. At the end of the trading year, the estimated total income from Full Form Package sales, data mining, and affiliate links is £665,562.00, resulting in a total closing balance of £279,721.95. Each owner is initially investing £5,000 into the business, creating a total owner’s capital of £25,000; this eliminates repayment loans and interest charges (Coupland-Smith., Mencattelli., 2016:14). The business will also receive a loan of £1000 from the Prince’s Trust. The APR is 6.2% (Princes Trust, 2021) and repayment time is 12 months, therefore the business will make monthly repayments of £86.16 to the Prince’s Trust (see appendices 3 for funding research).

1.4 BRAND VALUES

Body Positivity Giving the body a positive affirmation by fitting the clothes to your body’s form.

Empowering Making customers feel empowered and confident in the clothes they wear.

Interactive Using the 3D body scanner to create an interactive avatar.

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1.5 MISSION STATEMENT Improving the mental health and body positivity of customers by providing perfect fitting garments.

1.6 STRAP LINE

"Empowering your true form" 1.7 ELEVATOR PITCH

“A luxury experience using 3D scanning technology to find your perfect fit.

“

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03 OWNERS BACKGROUNDS Figures 2-6: Sizestream Body Scans of the Owners (Source: Own, 2021)

2.1 MANAGING DIRECTOR • Coordinates and supports other job roles in the 2 business.

• Experienced in organisational techniques like Gantt charts.

• Breaks down large tasks into manageable objectives, keeping the team on track with deadlines.

• Provides support with research, analysis, and constructive feedback.

• Key skills developed during a year in placement include; quality controlling, proficiency in Adobe Photoshop, Illustrator and InDesign and proficiency in Gerber and Clo3D. • Student Representative for her year and Course Representative during university open days.

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2.2 MARKETING DIRECTOR • Responsible for preparing desk and field research 3 reports to support the business proposition.

• Coordinating the businesses marketing strategy.

• Identifying the target market using psychographics and demographics and analysing competitors.

• Creating the website and social media posts and submitting pricing proposals.

• Key skills learned during a year in industry include assisting designers and reporting to the Design Manager, creating mood boards, trend forecasting and using Adobe Photoshop and Illustrator.

• Course Representative at university.

• With strategic thinking, communication, and analytical skills she understands where in the market presents the greatest opportunity for the company.

2.2 OPERATIONS 2.3 MARKETING DIRECTOR & FINANCE DIRECTOR • Responsible for completing start-up costs, sourcing 4 suppliers, organising costing information, completing personal survival budgets, and tracking inflow and outflow costs for the business.

• Key skills include being proficient in Microsoft Excel and Word, extensive research into sourcing suppliers, and a good ability in maths.

• She has previous experience as an Operations & Finance Director during a Level 4 Fashion Business Group Project, as well as gaining an A Level in Business Studies.

• She has good understanding about funding, cashflow forecasting, pricing strategies and necessary business skills relevant to undertaking this role.

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2.4 DIRECTOR 2.2 CREATIVE MARKETING DIRECTOR • Responsible for research and development of the 5 brand identity, logo, business cards & interior surroundings while ensuring that the brand image is consistent throughout the lookbook and business plan.

• Key skills include being proficient in Procreate, Adobe photoshop and InDesign, and good teamwork through having efficient people skills.

• Through study, she improved her creative abilities in Photography and grew her understanding of consumer behaviour during Psychology.

• Through Fashion Promotion, she has acquired various theoretical and practical skills, especially during fashion business and visual communications modules where she worked closely with some of the best creatives in Manchester.

2.5 DIRECTOR 2.2 DESIGN MARKETING DIRECTOR • Responsible for envisioning the business; collating 6 design research, creating moodboards, working with the Creative Director on the colour palette and logo, and design of the business plan template.

• Key skills include being proficient in Adobe Photoshop, Illustrator, InDesign, and presentation skills • While working as a Fashion Design intern, she developed skills required in this area.

• Studying a foundation course in Art and Design and undertaking Art and Textiles at A Level also allowed her to develop the necessary range of skills.

• She manages an independent Etsy business set up in lockdown which involves creative/design elements as well as marketing elements related to developing an engaging Instagram account; useful skills for supporting the Creative/Marketing Director.

See appendices 1 for CV’s

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Figure 7: Meet The Team (Source: Own, 2021)

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03 BRANDING DEVELOPMENT

3.1 LOGO RESEARCH A main aim for the businesses name was combining elements of the body scanning service with messages of empowerment and positive emotions about the body in whatever clothes tried on. Combining the words ‘affirmation’ and ‘form’ ties both elements together. Positive research psychologist Catherine Moore (2021), states that positive affirmations can be used to motivate yourself and boost self-esteem. This highlights the wish for customers to feel positive about using Afformation’s service, as having a focus on physical well-being is a main priority of the business.

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Table 1: Competitor Logo Analysis (Source: Own, 2021:online) COMPETITORS LOGO

COLOURS USED

FONT USED

ADDED FEATURES

Red, black, white

Sans serif

Logo mark

Red, blue

Sans serif

Tape measure/logo mark

Red, white

Sans serif

Measurement points

Black,turquoise, purple

Sans serif

Includes strapline

Peach, black

Sans serif

Clothes hanger

Blue, Purple

Sans serif

Logo mark

Black, yellow

Sans serif

Clothes hanger

Red

Sans serif

Logo mark

Turquoise, black

Serif

Logo mark

Black, white

Sans serif

Underlined

Black

Sans serif

No added features

Researching competitor’s logos (see Table 1) to analyse colours and fonts they use to catch customers attention reveals that many garment fitting brands use black or white logos with a bold, simple font.

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Table 2: Luxury Logos (Data from: Tailorbrands, 2020:online) ELEMENTS OF LUXURY LOGOS

EXAMPLES OF LUXURY LOGOS USING THESE ELEMENTS

MONOGRAMS: Using letters to form your logo (typically two or more) Usually brands or founders’ initials Overlapping, next to each other or upside down MINIMALISM: Ease of use across multiple formats, in print and online Black or two tone only Uncomplicated typeface Flat, with no shading or 3D effects Created with simplicity and clarity Lots of negative space

HOW LUXURY BRANDS Afformations logo was USE THE ELEMENTS

Gucci uses a monogram of its initial and creates a symmetrical shape which is a key monogram on its accessories Louis Vuitton uses its initials by overlapping them to create a clear and catchy monogram which can be seen on its accessories Burberry removed its iconic mounted knight to move into the digital 21st century, making it easy to use across all different screen sizes Dolce & Gabbana uses only black in a sans-serif font keeping it simple and distinct

LINE WORK: Elegant, Graceful, link with feelings of affluence and luxury

Versace has a very detailed line drawing of the Greek Goddess Medusa, who symbolises power, strength and beauty

EMBLEMS: Traditional, prestigious, high quality

The Bently logo consists of wings behind its B initial, which represents the speed and power of their engines

Represents a person or company’s long heritage - crest or shield gives an aura of affluence and wealth SERIF FONTS: Letters end with a flick Premium brands use this to convey elegance, prestige and authority

Giorgio Armani uses this font to create an elegant look portraying the luxurious nature of the brand

Brands including Dior, Gucci, Prada, Armani, Louis Vuitton SCRIPT FONTS: Mimic handwriting

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Cartier uses this font as a stamp of quality, a signature on every piece of jewelry giving a personalised feel

developed through analysing the key elements of luxury logos (see table 2), to catch the attention of potential customers.

The key elements include monograms, minimalism, line work, emblems, serif fonts and script fonts.

A serif font was chosen, as many premium brands use this to convey elegance, prestige and authority (TailorBrands, 2020). A design feature on the monogram symbolising a tape measure was also added, linking to the concept of body measuring.

3.2 INITIAL LOGO DEVELOPMENT Figure 8: Logo Development (Source: Own, 2021)

Experimenting with colour within the logo allows for the continuation of the colour scheme into a fitting room. The word form is also highlighted to bring focus to body positivity.

Empowering your true form Script fonts mimic handwriting (TailorBrands, 2020), symbolising handwritten affirmations the customer will create during their package; customers write independent affirmations on the changing room mirrors, creating an opportunity for Instagram photoshoots.

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3.3 POLLS Figure 9: Logo Polls (Source: Own, 2021) Two different logo designs complimenting Afformation’s brand ethos were created. An Instagram poll collected the public’s opinions on which one suited the brand and was the most aesthetically pleasing.

Overall, 61% of voters chose A, while 39% voted for logo B (see Figure 9),making our decision.

Most voters chose colourway B; a multicoloured logo.

3.4 FINAL LOGO Figure 10: Logo Print Development (Source: Own, 2021)

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Figure 11: Final Logo (Source: Own, 2021)

Collating primary and secondary research resulted in a combination of monochrome text with the word ‘form’ highlighted (see Figure 11). Simplicity and clarity results in a minimalist logo that is functional across print and online use (TailorBrands, 2020).

3.5 LOGO DO’S AND DONT’S Figure 12: Do’s and Don’ts (Source: Own, 2021)

do's Monogram on it’s own Patterns of monograms Colour on monograms

Neutral Background

dont's Contrast Graphic

Cropping

On a black background Tilt afformationuk@gmail.com 15

3.6 COLOUR SCHEME

Figure 13: Colour Scheme (Data from: Clark, 2020a; 2020b; 2020c; Lamb, 2021; Yiannakou, 2020:online)

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Figure 14: Colour Scheme (Source: Own, 2021)

Afformation’s colour scheme (see Figure 13) contains colours with specific meanings. 80% of customers believe colour increases brand recognition (Wallace, 2020), so combining colours representing joy and togetherness during social gatherings is an important focus (Clark, 2020b).

Mental and physical health was affected negatively due to COVID-19; and so Spring/ Summer 22 colours are focused on reassurance in a post coronavirus environment (Clark, 2020a). Using uplifting/soothing colours during Afformations launch creates a comfortable connection with customers, creating a positive experience. Customers are also 15% more likely to return to a store painted in cooler tones (Lamb, 2021), so coordinating the fitting room in the cooler tones of Afformation’s colour scheme emphasises a strong brand identity.

A strong colour theme sends powerful messages, presenting the brand as being passionate about their brand identity (Lamb, 2021). First-hand research inside Selfridges Corn Exchange, Manchester (see Figure 18) revealed combinations of yellow and orange, allowing Afformation’s colour scheme to complement their interior.

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04 PRODUCTS AND SERVICES

4.1 ABOUT THE SERVICE The luxury 3D body scanning experience aids customers to find the best fitting garment for them in Selfridges, empowering confidence through the clothes they wear. After the pandemic, emotional recovery is important for consumers, and fashion offers escapism and comfort (Dirvanauskas, 2020). Therefore, providing a service where customers can escape into their surroundings will help the business succeed. Reports state “Consumers want their shopping experience to be a bit more tailored to them. As part of that they want their sales associates to really talk to them, think about the way they dress” (Mckinsey, 2020:27): customers want to be listened to and be given advice which is why Afformation features a personal stylist.

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Ill-informed sizing practices negatively affects body image and self-esteem by causing body discomfort in consumers. These garments are then rejected, increasing wastage (Brownbridge, K. et al, 2018). Trying on garments virtually instead of physically will reduce returns and encourage consumers to purchase items that last longer; a key idea in sustainable living (Mintel, 2021a). Eliminating the need to try on different clothing sizes is also appealing, as even before the pandemic people disliked trying on multiple garments (Verdon, 2020).

Engaging and interactive services align with Selfridges flagship store motives, as they actively use pop-ups to feature new brands, capturing consumer interest and driving up footfall (Mintel, 2020a); they actively seek new ideas for unique experiences to add interest to the store. Department stores are focusing on offering these immersive in-store experiences, while Selfridges looks at innovative ways to use its retail spaces for leisurely services (Mintel, 2021b).

4.2 WHY FOCUSING ON DENIM TO START Figure 15: Focusing on Denim Reasons (Data from: Hardcastle, 2021; Mckinsey, 2020; Mintel, 2020b)

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4.3 CONCESSIONS AGREEMENT Afformation will operate as a retail concession within Selfridges, creating benefits that a normal start-up would not experience; more stability, access to increased foot traffic, a multi brand environment and better brand appeal (Rooij, 2019). This pushes the brand into the luxury market, helping Afformation to expand in the future either independently or into other retailers.

Table 3: Concession Agreement (Data from: Foxwilliams, 2019:online) CONCESSION AGREEMENT ISSUES

OUR CONCESSION AGREEMENT

Duration of the concession

12 months long

Concession space: location and access

Space for storage in the concession area and use of cloakrooms.

Obtain consent from the store owners to use our own insurance and use approved contractors for the wall fittings (ensure these contractors maintain public liability insurance).

Will approve with the store the design of our lay plan and if it needs to change to fit with their guidelines, we can change this.

Services offered by the store

Heating, electricity, Wi-Fi, cleaning agreed for this to be included in the rent

Advertising and displays

We will get approval if we want to advertise our concession where the name is included

Insurance

We will have our own business insurance

Data protection and We will comply with all applicable requirements of the GDPR privacy considerations Staffing

We will provide our own staff who will have employment contracts which will state the staff will comply with the policies and procedures of the store

Commission payments

We will pay rent based on square foot metre

Sales requirements

We will have regular meetings with the store to review sales figures and performance to monitor our sales

Ending the agreement

Provide at least 6 month’s notice

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4.4 WHY SITUATING IN LONDON STORE Figure 16: Why situating in London (Data from: Intrasystems, 2021; Mintel, 2021b; Walker, 2019)

4.5 WHEN AFFORMATION WILL START TRADING Afformation will start trading in the spring months, specifically May, as a bank holiday at the beginning and end of the month increases shopping potential. Extra daylight also contributes to consumers’ motivation levels, as the season symbolises renewal and new potential (Forbes, 2018) compared to summer months where consumers are more likely to take holidays.

Winter contains the busiest days in retail due to Black Friday (SaleCycle, 2021), however Christmas shopping takes priority and customers will spend their money on others. However, setting up the business prior increases advertisement and the refinement of the services, preparing the business for the busy opening period.

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4.6 FLOOR LOCATION Afformation will be situated within Selfridges’ denim studio (see Figure 24). The focus of the business is sizing and fit in jeans, so having the denim studio next to the body scanner is convenient for picking out garments to try on. It is the world’s largest denim department, covering over 26,000 square feet and holding over 11,000 pairs of jeans (Selfridges, 2021a).

MINI FRIDGE

PLANT

BODY SCANNER

SOFA

FOOD

DRINKS

CURTAIN

MIRROR

SOFA

HANGING PLANT

Figure 17: Floor Location (Source: Own, 2021)

SIDE TABLES

TABLE FOR MAC

TV MIRROR

4.7 FOOD AND DRINK

ROBES

STOOLS

ENTRANCE

SELFRIDGES FLOOR PLAN

Food and drinks included in the service appeals to the significant increases in people going out for food and drink (Mintel, 2021b). Afformation will collaborate with afternoon tea cafe Dolly’s located in and owned by Selfridges (Selfridges, 2021b) to provide this service. They will be advertised through Afformation’s leaflets, website, and social media platform. offering a marketing incentive through increased exposure.

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4.8 CHANGING ROOM INSPIRATION Figure 18: Selfridges Interior (Source: Own, 2021)

Figure 19: Changing Room Inspiration (Source: Own, 2021)

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4.9 CHANGING ROOM LAYOUT Figures 20-22: Changing Room Layout (Source: Own, 2021)

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Figure 23: Picture Frames (Source: Own, 2021)

Inside the changing room, bursts of colour and personal printed affirmation quotes decorate the walls (see Figure 23) making the room Instagrammable, encouraging customers to take photos, creating free publicity if posted on social medias (FloorTrends, 2019). Customers write their own affirmations on a mirror to take photos with, again increasing the business exposure.

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Figure 24: Concession Location (Source: Own, 2021)

4.10 ABOUT THE THREE PACKAGES Figure 25: Packages (Source: Own, 2021)

EXPRESS FORM

VIDEO

DRINKS/FOOD

SCAN PROCESS AVATAR CREATION

ENTERING

profile on website

FULL FORM VIDEO

DRINKS

ENTERING

SCAN PROCESS

AVATAR CREATION

profile on website

afternoon tea

try on

personal shopper advice

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LUXURY PARTY FORM VIDEO

DRINKS

photos

AVATAR CREATION

profile on website

afternoon tea

PRICE LIST Express Form - £75 Full Form - £100 Luxury Party Form -£480 (£120pp)

ENTERING

try on

SCAN PROCESS

personal shopper advice

Afformation offers three packages, further details can be found on the website.

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05 WEBSITE LAYOUT Figures 26-40: Website Layout (Source: Own, 2021:online) 5.1 WEBSITE LAYOUT

Homepage 26

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Package information afformationuk@gmail.com 31

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Booking online 32

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Meet the team, online chat, personal shopper 34

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Virtually try on clothes

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Profile afformationuk@gmail.com 35

06 CUSTOMER RESEARCH

6.1 CUSTOMER PROFILE The customer profiles (see Figure 41) were created from market research into London’s potential luxury customers. The main ages of customers shopping in luxury retailers are between 16-34 and 45-54 (TheIndustry.Fashion, 2021: Online), while studies show Legal Professionals are the 4th highest paid jobs in the UK, while Chief Executives and Senior Officials are the 2nd highest paid jobs (Butler, 2021: Online).

The average renting price in London’s Zone 1 is £2,910 per calendar month (Ivey, 2020: Online), leading to the assumption that luxury retailer customers earn a higher salary.

With a lot of disposable income to spend; the younger age range looks to flaunt luxury purchases on social media, while the older age range wants to experience sociable activites with friends. Afformation’s body scanning service fulfils both needs, making the business more appealing to a wider market.

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Figure 41: Customer Profile (Source: Butler, 2021; Ivey, 2020; TheIndustry.Fashion, 2021) Name: Jennifer Age: 24 Location: Soho, London Education: Accounting, Business & Finance degree at London Occupation: Forensic Accountant Salary: £45,000 Pets: 1 cat Housing: Rents a 1 Bed Flat in Soho, London with partner Hobbies & Interests: Yoga classes with friends, cooking & dining out

Name: Louise Age: 45 Location: Notting hill, London Education: Private education and a Law degree from The University of Oxford Occupation: Senior partner at a law firm Salary: £1.5 million Pets: 1 son and 1 daughter Housing: Owns a 4 bedroom detached house in Notting hill Hobbies & Interests: Enjoys spending weekends with family & friends at different experiences around the UK

Figure 42: Avatars (Source: Own, 2021)

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6.2 MOODBOARDS Figure 43-44: Customer Moodboards (Source: Own, 2021)

JENNIFER'S LIFESTYLE 43

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LOUISE'S LIFESTYLE 44

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07 Market Research

7.1 KEY FINDINGS 7.1.1 RETURNS Returns within the fashion industry sits between 30-40% due to ‘bracketing’, the act of ordering multiple sizes of the same garment to account for sizing and fit issues (Thorpe-woods, 2020: online); when asking 16-24 year olds, 42% bought with the intention of returning (Mintel, 2019: online). To prevent this, more consistent sizing or further research into natural body shapes is needed.

62% of consumers either already use or are interested in using sizing tools when clothes shopping, while 31% are interested in using Augmented or Virtual Reality to help them try on garments (Mintel, 2021c: online). Afformation’s digital avatar feature using customer measurements will be well received by customers, especially considering 50% of UK customers think online retailers sizing guides are too complicated (Mintel, 2019: online).

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7.1.2 FASHION INDUSTRY AND IMPACTS OF COVID-19 Fashion Industry revenues are estimated at €52 billion due to COVID-19.

Despite being €2 billion less than previous years (Statista, 2020), the market is set to recover and reach £67 billion by 2026.

The Office for National Statistics (2021a) indicates that annual expenditure on clothing in 2020 has reached £54 billion.

Figure 45: (Data from: Needs for consumers after COVID-19 Mintel, 2021c)

TECHNOLOGY

With the threat of COVID-19, consumers expect a safer shopping experience. Mintel (2021c) stated 32% want fitting rooms with the latest technology, 28% want more mobile/self-service checkouts, 22% a place to shop with somewhere to socialize/work and 21% collaborations with new brands (see Figure 45). Afformation fulfils these wants.

7.1.3 IMPLICATIONS OF SIZING AND FIT Poor fit is the main reason for clothing returns (Mintel, 2021a). UK shoppers return 76% of clothes due to sizing, costing retailers an estimated £60 billion a year (Cicurel, 2018).

Therefore, Afformation uses 3D body scans to find perfect fitting clothing first time. It can be argued that body scanning has a negative mental effect on the customer, however Grogan et al, (2013) reported that 20 women aged 18-40 found scanned images of their bodies provided a realistic perspective, and they were pleased with how their bodies appeared on the scans.

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7.1.4 FASHION AND INCLUSIVITY Online brands have explored the idea of launching collections in sizes 00 to 22 to fit all body types (AFP-Relaxnews, 2020). “Size inclusivity and body confidence are two significant topics that many Fashion Retailers just are not taking seriously enough.”

(Pendlebury, 2018). Afformation uses body scanning to fit clothes to the customer, not the customer to the clothes.

7.1.5 THE LUXURY MARKET Figure 46: Revenue of The Luxury Fashion Goods The UK is a leading market for luxury Market in the Uk (In Billion Euros) (Data from: goods (Statista, 2021b). The market is Statista, 2020) continuing to grow despite COVID-19’s impact; revenue initially fell during 2020 to an estimated worth of €4.52 billion, however it is estimated to grow to €5.89 billion by 2025 (Statista, 2020) providing a strong growing market for Afformation’s services (see Figure 46).

Selfridges is the UK’s leading luxury retailer, receiving a positive consumer Buzz score of 36% (TheIndustry.fashion, 2020a) (see Figure 48). When entering an international market via a flagship store, it provides strategic positioning, brand building, and market development advantages (Moore, Doherty and Doyle, 2010). Having the businesses initial concessions stand within Selfridge’s flagship store provides Afformation with key advantages, increasing exposure to gain recognition for the business.

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Figure 47: Quotes about customers (Data from: Jones, M.D. and Kober, J.J., 2010) Figure 48: Leading Luxury Brands in the UK 2020 (Data from: TheIndustry.Fashion, 2020a)

7.1.6 THE LUXURY CUSTOMER EXPERIENCE Selfridges is the UK’s most popular luxury retailer; 23% of customers purchased a product in-store, while 18% purchased online (TheIndustry.Fashion, 2020b). “Truly engaged customers are the only customers who ultimately become loyal.” (Jones, M. D. and Kober, J. J., 2010) (see Figure 47). Combining the in-person experience with an online shop allows customers to purchase clothes through links on Afformation’s website as well as in-store, encouraging customers to be fully engaged with the experience Afformation offers.

32% of young women (16-24) are interested in personal online styling consultations with friends (Mintel, 2021c), showing that socialising is important for this age group as they are influenced by their peers. Afformation provides a personal shopper, appealing to young women as well as luxury customers.

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7.1.7 PSYCHOLOGY OF BODY POSITIVITY

Figure 49: Psychology of Body Positivity and Body Scanning (Data fr

Afformation allows customers to virtually try on clothing using their avatar; the psychology of body positivity needs to be considered as recent studies (Quittkat H L, 2019) show there is a tendency to exclusively focus on dissatisfaction in body measurements without considering appreciation for the body or the importance of appearance. Opposing market research conducted by Grogan et al in 2013 and 2019 regarding positive and negative body imagery when faced with accurate images of the body has concluded the mental effects of body scanning to be incalculable. However, it presented a need for body scanning, measuring and avatar creation to be presented in a positive light to improve consumers mental health (see Figure 49).

44

Afformation/Business Plan

rom: Grogan et al, 2013; Grogan et al, 2019)

Everyone deserves a positive view of their bodies regardless of how society and popular culture depict ideal appearance, shape, and size (Cherry, 2020: online). Therefore, Afformation will feature positive quotes at the beginning of package experiences to reiterate body positivity. Gouty summarises the use of quotes and why they inspire onlookers into four points; Coaching Effect, One Thought Leads to Another, Validation of Self and Self-Efficacy (Gouty, 2020: online). In a market research survey, 73.42% of responders were interested in an experience with other consumers to socialise and enjoy refreshments, turning an interest in trying on clothes into a collectively uplifting experience, transforming the experience into a body positivity activity.

afformationuk@gmail.com 45

7.2 KEY FINDINGS FROM FIELD RESEARCH 7.2.1 CUSTOMER RESEARCH (SURVEY) This survey was conducted to understand the customer as if the customer is not understood, the business will not succeed (Jones, M. D. and Kober, J. J., 2010). There were 101 responses to the market research carried out on SmartSurvey. To help promote the survey, it was shared among social media groups, creating a collation of various data of the consumer.

Figures 50-56: Customer Research (Source: Own, 2021:online)

Size and Fit - The Implications Suvery Age

50

62.03% of 101 responders are 18-24 (see Figure 50), indicating the consumer is in the younger generation, however the result may be biased due to the poll being posted on platforms aimed at a younger audience. 12% of consumers in the luxury market were also aged 45-55 (TheIndustry.fashion, 2021) which is an unbiased result. Therefore, Afformation’s target market will be two main consumers aged 18-24 and 45-55.

46

Afformation/Business Plan

Do you find that

51

clothes in stores

fit you

correctly?

73.08% of customers could not find garments in stores that fit correctly (see Figure 51). Using body measuring technology to virtually fit garments to the consumer makes it easier to find a perfect fit in garments.

afformationuk@gmail.com 47

Which reason best describes why

you wouldn't want to try on clothes in a store?

52

32.05% of participants indicated that trying multiple sizes is the main reason why they do not want to try on clothes in a store (see Figure 52); this discourages customers from purchasing garments if all sizes have fit issues. 17.95% of participants also stated that clothes are not true to size.

48

Afformation/Business Plan

53

Doyou like/

dislike

trying

on clothes?

52.56% of participants dislike trying on clothes, and 73.08% find that clothes do not fit them correctly (see figure 53). It can be concluded that customers dislike trying on clothes due to fit issues and would benefit from clothing fitting technology while shopping. Desk research also indicates that 32% of customers want fitting rooms featuring the latest technology (see page 41).

would you interact if they

more with the store

tailored the experience to you?

54

82.28% of participants want their shopping experience to be tailored to them (see Figure 54).

Having the business situated in a Selfridges store focused on customer experience (see Page 19), will allow customers to have a tailored experience.

afformationuk@gmail.com 49

Which of these clothes do you struggle to find your perfect fit?

55

86.08% of responders felt that jeans are the most troublesome garment to fit (see Figure 55). Focusing on one garment creates a USP for the business, while trousers and dresses had the second and third highest responses, presenting future types of garments for Afformation to expand into.

social media do you use the most (consider your usage in the past 7 days)?

What

56

‘Women under the age of 25 are more than twice as likely as average to say that they have discovered new products via social media.’ (Mintel, 2020c) Over half of the target market is within the age range most associated with various forms of social media (see Figure 56); Instagram had the highest response with a score of 55.13%. Using this platform offers the most exposure to the target market.

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Afformation/Business Plan

Table 4: Additional market research survey results (Source: Own, 2021) TITLE

RESULT

Would you be interested in trying on clothes virtually?

Do you like to experience events with friends?

Would you consider sharing your measurements with retailers to improve overall sizing and fit in the industry?

Would you be interested in an experience where you get your measurements taken, enjoy some refreshments, and have photo opportunities?

afformationuk@gmail.com 51

Would you prefer going to an experience / event on your own or with other people (friends, family, etc)?

Consider life now with the current COVID-19 situation. Do you feel confident enough to go to experiences / events in stores?

All previous questions considered: Our business offers luxury retailers a 3D body scanning experience, digitally body mapping customers and recording their measurements to find and virtually try on perfect fiting garments. Would you use our business?

52

Afformation/Business Plan

Which package interests you most?

Figures 57: Package Poll (Source: Own, 2021:online)

34%

21%

45%

Afformations most popular package is ‘Full Form’ (see Page 28) scoring 45% on the Instagram poll (see Figure 57). Costings generated in this business plan will be based on this package. All costings in the ‘Finance’ section will be based on 16 customers a day, 7 days a week; the most customers this package accommodates in 1 day. The profits generated are the maximum amount that could be earned in 1 year.

Although proving to be the most popular package, it does not accurately represent the luxury market, therefore a Plan B situation (see page 100) has been created in preparation of a lower number of bookings. afformationuk@gmail.com 53

7.3 MARKET STRATEGY Figure 58: Market Strategy Quote (Source: Mintel, 2019) 50% of Gen Z consumers check their Instagram multiple times per day.

21% of Gen Z consumers use social media to research beauty and personal care products.

40% of 18-34 year olds want to follow accounts that are similar to them.

Beauty influencers are a valuable learning tool, as roughly 70% of women agree that they learned about a product or service from an account they follow.

7.3.1 INSTAGRAM Table 5: Instagram (Data from: References in table) WHAT ARE YOU GOING TO DO?

Instagram

WHY HAVE YOU CHOSEN THIS MARKETING METHOD? According to marketers, the most successful marketing channel is online social media Statista (2021c). Instagram was the leading social media, as when looking at survey market research, Instagram reported 28.81 million users in the United Kingdom as of July 2021, with most of them falling within the age group of 25 to 34 years (NapoleonCat, 2021), and the majority being females (HypeAuditor, 2021). Afformation therefore will market the 3D body scanning services within Instagram to reach top consumers, as Loose, Spearman, Gewiese (2021:p14) states that 37% of Instagram users would like to try innovative products. Having a prelaunch promoting the business will help to gain a following before the opening date.

In order to gain the best following, extensive research and planning need to go into Instagram posts. Dillon, (2017) provided a plan for Instagram content (see figure 65) for service-based companies to build a successful social media presence which will be applied to the business​​. One of the plans was to outline the content mix, planning the content of the nine squares of your Instagram posts with 4:3:2 rule. She states, “four posts add value and help your ideal client.”, “Three posts should create connections with your ideal client.” and “Two posts should promote or sell your service.”

(Dillon, 2017: online). By following this rule, engagement with customers will improve without forcing the service upon them.

54

HOW MUCH WILL IT COST?

Afformation/Business Plan

Free

@afformationUK Figure 59: 37% of Instagram users like to try out innovative products (Data from: Loose, N et al, 2021:p14)

37% of Instagram users would like to try innovative products (Loose, N et al, 2021:p14)

Instagram had 28,81m users in the UK in July 2021 (NapoleonCat, 2021)

38% of Instagram users like to stay

up-to-date with new technology

(Loose, N et al, 2021:p14)

63 Figures 60-64: Promotional media (Source: Own, 2021)

60

64

61

62

Figure 65: The Nine Squares of your Instagram Posts (Source: Dillon, 2017)

afformationuk@gmail.com 55

instagram Content Figures 66-71: Instagram (Source: Own, 2021)

66

68

56

Afformation/Business Plan

69

67

70

71

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7.3.2 INFLUENCERS Table 6: Influencers (Data from: References in table) WHAT ARE YOU GOING TO DO?

WHY HAVE YOU CHOSEN THIS MARKETING METHOD?

HOW MUCH WILL IT COST?

When analysing influencer marketing strategies, due to a low starting budget the decision was made to pay micro influencers with services rather than a salary or one lump sum. In return, they would create several social media posts and stories promoting the services, allowing the business to keep overall costs down through offering the luxury form package to influencers for free.

Influencer marketing is crucial in the success of a brand however those with large followings expect large payouts in return for their promotions.

Choosing to use micros to promote services to the general public is cheaper. The term ‘micro influencer’ is used when an individual has a following of over 10,000 but under 100,000 across their social media platforms (Anderson, 2021).

Influencer marketing is an effective tool, not only to spread the word about the business’s services, but also followers of micro influencers tend to be more engaged and 84% trust their opinions (Anderson, 2021). Although a large influencer would promote services to a bigger audience, it has been found that micro influencers generate up to 85% more engagement (Anderson, 2021: Online) as their work feels more personal. This strengthens the decision to use micro influencers, as when starting out in the luxury market, the services should feel personal and welcoming rather than generalised and overused.

Influencers

When choosing micro influencers, it was found that consumers often initially follow influencers who face similar struggles to them and enjoy following their journey as they overcome these struggles. This is important as Afformation’s branding is body positivity and being kinder to yourself, therefore it is important that the influencers used also promote this message.

(See figure 72) • Gina Martin is a feminist micro influencer who promotes body positivity and woman’s rights across her platforms (En.Wikipedia. org, 2021). Her large following came when she began protesting to make ‘up skirting’ a criminal offence; Martin was successful in her campaign, propelling her into the public eye.

• Kenni Powe started the ‘Skinny is not a compliment’ movement (Powe, 2021). With almost 70,000 followers, Powe would most likely be willing to work with Afformation in return for the services.

• Samantha aka ‘some call me adventurous’, is a digital media creative and uses her platform to document her travels and promote body positivity (Callmeadventurous, 2021). Sam is based in London and has a smaller following than the previous influencers however this will provide a variety in engagement.

58

Afformation/Business Plan

Free

Influencers Figure 72: Influencers (Source: Own, 2021)

afformationuk@gmail.com 59

7.3.3 TIKTOK Table 7: TikTok (Data from: References in table) WHAT ARE YOU GOING TO DO?

Tiktok

WHY HAVE YOU CHOSEN THIS MARKETING METHOD?

HOW MUCH WILL IT COST?

As stated in this report from Mintel (2021d), TikTok has experienced the greatest growth, reporting 8% usage in March 2020 to 18% usage in March 2021, including a rise of 50% among 16-24 year olds. This could rise further with Instagram’s addition of the TikTok-style ‘Reels’ features causing visits to the platform to rise further.

EMarketer (2021) states the app's growth will continue to increase, reaching 16.8 million users by 2024. In 2021 the number of TikTok users in the United Kingdom is expected to reach over 13 million individuals. In order for Afformation to gain the most following, it is necessary to be on the fastest growing app that engages half the target market.

Free

Figure 73: TikTok Facts (Data from: Emarketer, 2021; Mintel, 2021d)

In 2021 the number of TikTok users in the UK is expected to reach over 13 million EMarketer (2021)

TikTok has experienced the greatest growth, rising to 50% among 16-24 year olds Mintel (2021d)

Figures 74-76: TikTok Content (Source: Own, 2021)

74

60

Afformation/Business Plan

Instagram’s addition of the TikTok style Reels features could see more visits to the platform rise further.

Mintel (2021d)

tiktok Content 75

The Afformation TikTok account was created on 19/10/21. Media produced and published to this account increased engagement; as of 28/10/21 the account currently has over 150,000 views and 1500 likes (see Figure 76), proving TikTok’s effectiveness as a marketing tool.

76

afformationuk@gmail.com 61

7.3.4 WEBSITE Table 8: Website (Data from: References in table) WHAT ARE YOU GOING TO DO?

WHY HAVE YOU CHOSEN THIS MARKETING METHOD?

HOW MUCH WILL IT COST?

The Office for National Statistics (UK) (2021b) reported the number of businesses that had websites increased to 83.4% in 2019, concluding that it is imperative that the business has a website as a platform. Marr (2019) points out websites are efficient ways of booking online as customers can book appointments online 24/7, without having to deal with waiting on hold or leaving a message when calling the business. Instead, they can easily see available time slots right away and by having the booking system on the website it can improve operations and revenue. In conclusion, a website is the most efficient marketing strategy for the business.

Website

The website (See figures 26-40) will also host profile creation for the customers. This will be a database for them to have their measurements, avatar and shop the look in one place.

This will engage the customers and provide a platform for the community. Juviler (2021) states that the purpose of a user account is to personalise the website and let visitors build a profile of their own, so that they can tailor their experience with our content. Users can choose from exclusive offers, contribute to a customer community, contact customer service when they need it, and much more.

In previous market research 32% of young women (16-24) are interested in personal online styling consultations; therefore, the business will incorporate a personal shopper into the chat section of the website.

Figure 77: Website view on laptop and phone (Source: Own, 2021)

77

62

Afformation/Business Plan

Connect Domain: £3.50 monthly Hosting: £9.50 monthly

WEBSITE CONTENT

Home Page Profile try on avatar Avatar Booking Online Package Information Personal Shopper / Online Chat About Us Figure 78: Website Facts (Data from: Juviler, 2021; Marr, 2019; Office for National Statistics UK, 2021b)

The number of

Purpose of a user account is to personalise the website and let visitors build a profile of their own

business’s that had websites increased to 83.4% in 2019.

Office for National Statistics UK (2021b)

Juviler (2021)

Customers can book appointments online 24/7, so they don’t have to

wait

Marr (2019) afformationuk@gmail.com 63

7.3.5 LEAFLET & ENVELOPE Table 9: Leaflet and Envelope (Data from: References in table) WHAT ARE YOU GOING TO DO?

WHY HAVE YOU CHOSEN THIS MARKETING METHOD?

HOW MUCH WILL IT COST?

Leaflet & Envelope

Solopress (2019) states a printed leaflet can grab attention where a digital marketing campaign cannot. Within Solopress’ response to the Two Sides (2017) international survey, it highlights that 78% of the respondents in the UK preferred print magazines over websites, also stating that businesses web presence is important, but well-targeted information in a leaflet has a greater chance of being understood by the audience. Despite being a new innovative company, post-COVID-19 lifestyle must be understood. Within the Mintel (2021e) on managing stress and well-being, 65% of people strongly/somewhat agreed that being online is tiring. As a conclusions of this marketing material, an aspect of the business will be in print.

Within marketing research, Afformation was heavily influenced by the luxury market packaging including the image of an enveloped leaflet. According to ShallowTail Print Ltd (2021) an envelope speaks volumes about a company’s ambitions, message, and style, and is a significant component of a customer’s first impression of you this can be conveyed with bright colours and logo design. Afformation will market a personalized envelope encasing the leaflet to hand out when at the experience for an even higher customer engagement (see figures 7981).

Leaflet 10,000 Units Year Cost £196.97 Envelope 10,000 units Year Cost £771.36

Figures 79-81: Leaflet Final Design (Source: Own, 2021)

79

outside View 80

inside View 64

Afformation/Business Plan

Final Design 81

afformationuk@gmail.com 65

Figure 82: Leaflet Layout (Source: Own, 2021)

66

Afformation/Business Plan

afformationuk@gmail.com 67

7.3.6 BUSINESS CARD Table 10: Business Card (Data from: References in table) WHAT ARE YOU GOING TO DO?

Business Card

WHY HAVE YOU CHOSEN THIS MARKETING METHOD?

HOW MUCH WILL IT COST?

Our business is focused heavily on customer interaction, therefore including business details in the marketing material provides customers with relevant information, encouraging them to return to the experience. As stated

by DigitalPrinting ​​ (2019), many potential customers form an impression of your business, your brand, and of yourself based on your business card; they are very powerful marketing tools. Good business cards won’t get discarded, which means they continue to work for weeks or months after they are handed out. Email marketing and online marketing are much less personal than business cards. Building lasting business relationships is much easier through a handshake and the exchange of business cards than via email DigitalPrinting (2019).

By having this powerful marketing tool, customers will remain engaged, creating a long-lasting impression of the business and what can be offered (see figures 84-87).

Standard Business Cards (85mm x 55mm) 10,000 units £99.81

Figure 83: Business Card Quote (Source: DigitalPrinting, 2019)

Many potential customers will form an impression of your business, your brand, and of yourself on the basis of your business card.

Figures 84-87: Business Card Final Design (Source: Own, 2021)

84

68

Afformation/Business Plan

Final Design 85

86

front View 87

Back View afformationuk@gmail.com 69

7.3.7 EMAIL Table 11: Email (Data from: References in table) WHAT ARE YOU GOING TO DO?

Email

WHY HAVE YOU CHOSEN THIS MARKETING METHOD? It is important to keep in contact with customers after they have completed the experience. Within digital marketing, email is the most effective return on investment (ROI) with 73% of in-house marketers and 75% of agency marketers rated email marketing as excellent or good (Econsultancy, 2019). Sending emails to customers via their profiles on Afformation’s website is also free.

It will provide customers with all relevant information on opening dates, new items and potentially when the business will expand to more stores.

A thank you email has also been created to send to customers after they book one of the packages on the website. This will leave a positive and longlasting impression on the customer (Wiseman, 2020) as the emails allows the business to build customer relationships, leaving them feeling appreciated and boosting their confidence in the brand, making them want to return to the service and open future emails (Rice, 2019). A thank you email is sent to the customer after they experience a package, generating feedback to help improve the service and get the customer to connect with Afformation on social media, keeping them interested and updated with services.

Threats must also be considered; 57% of consumers unsubscribed from emails due to receiving too many emails (UK DMA, 2020). Afformation will be strategic when sending emails to keep our customer loyalty (see figures 88-91).

Figures 88-91: Email Content (Source: Own, 2021)

88

70

Afformation/Business Plan

HOW MUCH WILL IT COST?

Free

Email Content 89

91

90

Figure 92: Email fact (Source: Econsultancy, 2019)

Within digital marketing, email is the most effective return on investment (ROI) with 73% of in-house marketers and 75% of agency marketers rated email marketing as excellent or good afformationuk@gmail.com 71

7.3.8 PROMOTIONAL TIMELINE Figure 93: Promotional Timeline (Source: Own, 2021)

72

Afformation/Business Plan

afformationuk@gmail.com 73

08 COMPETITOR RESEARCH

8.1 COMPETITORS SWOT ANALYSIS Table 12: Competitors Swot Analysis (Data from: 3DLOOK, 2021; Astrafit, 2021; FORMA, 2021) COMPANY/ STRENGTHS APP

WEAKNESSES

OPPORTUNITIES

THREATS

Astrafit

-There are no demonstrations on their website about how it works or looks.

-There is no visualisation of the widget layout on the retailers websites/ apps.

-It doesn’t visualise to the customer how the garment will actually look on them.

-It demonstrates stress points on the garments to the customer showing where garments will not fit very well, in a way that is easy to understand.

74

-Retailers can digitize garments themselves from their stores.

-Astrafit is installed as a widget into the retailers pre existing websites and apps, so it’s easy for the customer to find and use it.

Afformation/Business Plan

3dlook

-It only requires 2 photos and basic measurements to work.

-It moulds real photos of the garments to the customers body, showing what it would look like.

-Customers can choose how fitted they would like the garment.

-It provides fit data from customers to the retailer.

-The tailoring version generates a 3D visual of the customer.

-It only requires 2 photos and very basic measurements to work. It may not be very accurate.

-A 3D version of the customer can only be created on the tailor version. It also isn’t available for the customer to see, only the tailor.

-The 3D avatar created cannot be used to show the garment on the body in real-time. Only in photos.

-It tells the customer their exact size measurements on a 3D avatar.

-It is accurate enough to be used by tailors for their garment fitting measurements.

Forma

-Partnered with several brands and advertised on their website.

-All the shopping with their programme can be done in the same place on the Forma website.

-Website is sorted into multiple categories including: brand, style of clothing and top looks.

-638 garments are on the website so far.

-Doesn’t show the garments on a 3d modeled avatar, just on uploaded photos of yourself and other users.

-Not focused on ‘fit’, more on how the garment would match with the customers looks.

-Can’t build outfits with it.

-We offer the customers to see where on the garments it will stretch and pull on the body.

-We will allow the customer to build multiple layers of garments on our avatars, not pre uploaded avatars.

-An already created website concept we are developing.

-Very clear layout for the customer and easy to interact with.

After assessing several brands (see appendices 2), the brands 3DLook, Astrafit and Forma were the top competitors (see Table 12). Despite being technologically advanced and presenting the best visuals, they require minimal measurements suggesting inaccuracies in fit. Most competitors focus on their services ease of use rather than the accuracy of the measurements they are providing. Afformation’s customers are provided accurately fitting garments, increasing the chance of returning customers.

afformationuk@gmail.com 75

8.2 BRAND POSITIONING MAP Figure 94: Brand Positioning Map (Source: Own, 2021)

Most competitors fall on the lower sides of both Low to High Accuracy and Interactiveness (see Figure 94). Afformation aims for High Interactiveness and Accuracy through the interactive avatar created from during body scanning. When compared to competitors focusing on online interactivity, focus on an in-store experience concession stand creates a Unique Selling Point.

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Afformation/Business Plan

8.3 AFFORMATIONS SWOT ANALYSIS Figure 95: Afformation Swot Analysis (Source: Own, 2021) STRENGTHS

S.

Creates a USP for Selfridges, as other luxury retailers do not offer a luxury virtual fitting room service.

Offers a unique, luxury experience for the consumer.

Easily & quickly allows the consumer to get accurate measurements.

WEAKNESSES Expensive start up costs.

W.

People may only use the body scanning service once. Consider ways of keeping customers.

The website only offers showing the fit of jeans, customers may want to see different products.

OPPORTUNITIES Look into expanding different product ranges, from jeans to dresses etc.

O.

Offer events, celebrating body positivity, International Women’s Day etc.

A concessions stand can be easily deconstructed and transported to another location, making future partnerships easily accessible.

Looking at hand held scanners as they are advanced technologies and a mobile body scanner is $3000.

THREATS

T.

COVID-19 Pandemic - the business is a physical service, therefore if another lockdown happened physical services would not be able to run, however customers can still be contacted virtually via the website, generating revenue streams.

Some consumers may not want to see their body in an avatar, due to being body conscious, therefore they may not want to use the service.

Competitors are doing apps where you can measure yourself at home, therefore consumers may not want to visit a store to receive measurements. afformationuk@gmail.com 77

8.4 AFFORMATIONS PESTLE ANALYSIS Table 13: Afformations Pestle Analysis (Source: Own, 2021) POLITICAL

ECONOMIC

The body scanner is from America, therefore there will be shipping costs & time delays.

Afformation A website allows for offers a physical online e-commerce, service. while affiliate links embedded It also offers in the website the luxury means that clothes experience of purchased via the group body website generate scan sessions the business a in a relaxed percentage of the atmosphere. profits.

It will be an instagrammable, Afformation uses luxury, social a SS20 Sizestream experience. body scanner technology to Afformation will create an avatar on partner with the CLO3D; the CLO3D UK’s leading technology will luxury retailer be featured on the Afformation was Selfridges, website. created in the UK with a target Based economy, more audience of The website will specifically in the 18-34 years and also data mine luxury apparel UK 45-54 years. users anonymously, market. This could allowing the expand in the future business to sell to the European accurate body Union, where the measurements to business may have brands, creating a to pay different bills, more accurate view or follow other laws on the average size in place that are not of customers. present in the UK.

As it is a physical service, if there is another lockdown it will affect the business badly as customers will not be able to use the body Only the website scanner. However, and the body once clients have scanning service initially used the will be UK based, body scanner, they therefore no EU can use the website tariffs/brexit will to see what their not affect us. measurements are and what clothes fit best. They can then order clothes from home and still use the website.

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Afformation/Business Plan

SOCIAL

TECHNOLOGY

ENVIRONMENTAL LEGAL

The amount of potential returns is reduced by giving the customer their best fitting garments straight away rather than after several sizes.

This therefore reduces the need for customers to buy multiple sizes of the same brand before returning repeated garments.

Selfridges promotes ‘green’ business.

They are very focused on sustainability, so they will welcome a business that allows them to reduce their carbon footprint.

Afformation is promoting branded garments sold in luxury retailers, not counterfeit goods.

8.5 UNIQUE SELLING POINT

“ Providing a

luxurious, cuttingedge body scanning experience allowing customers to create an accurate avatar of their body, displaying the garments in a virtual fitting room.

“

afformationuk@gmail.com 79

09 OPERATIONS AND LOGISTICS

9.1 PRODUCTION The concessions stand construction will take 7 days. This includes construction/painting the walls, moving items into rooms and setting up the Sizestream SS20 3D body scanner.

Hired construction workers will build the walls, while the business partners decorate.

Setting up the body scanner independently reduces overall costs. All fitting room contents will be delivered to the Selfridges London Store while items provided by business partners are transported to the store in a van provided by the Marketing Director’s father. The contents and set up costs of the fitting room are one-off purchases.

9.2 PAYMENT METHODS AND TERMS Researching payments integration (see appendices 7) Afformation decided to use the payment integration company ‘Stripe’ which charges “1.45% of the transaction, plus a 20p transaction fee” (Binns, 2021: online) per transaction. For every £100 Full Form Package sold, Stripe receives £1.65.

If all Full Form Packages are sold in 1 month, Stripe would receive £803. Compared to other payment in services, Stripe has lower charges and reputable brands like ASOS_ 80

Afformation/Business Plan

Marketplace utilise it (Stripe, 2020).

The first pay-out is recieved 7-14 days after payment (Stripe Docs, 2020:online), while UK payments then takes 3 business days (Stripe Docs: 2020: online). After the first successful sale, bookings will be available 2 weeks in advance of appointment, factoring in this delay.

A Harold Sharp Limited accountant will complete weekly book balances to keep track of businesses inflows and outflows. The accountant has agreed to offer their services free of charge (see appendices 6), reducing costs to the business.

9.3 EQUIPMENT COSTS Table 14: Equipment Costs (Data from: References in table) ITEM

PRICE

DELIVERY TOTAL DESCRIPTION AND REFERENCE

Van

Free

1

Provided by the Marketing Director’s father free of charge

0.00

Walls/Partition

£5,588.96

1

Trusted Building Contractor (Applied Workplace, 2018).

£5,588.96

Paint

£48

£5

3

Colour palette matching paint (B&Q, 2021).

£149

Sofas

£179.99

£15

2

Sofas in the colorways of pink and blue (Daals, 2021).

£374.98

Side Table

£45

1

Emerald green side table purchased and collected in store.

£45

Coffee Table

£143

£8.99

1

Large coffee table for afternoon tea (La Redoute, 2021).

£151.99

Rug

£29.99

£4.99

1

Comfy rug (Wayfair.co.uk, 2021).

£34.98

Mirror

£275

1

Large mirror for writing body positive affirmations onto (Maisons Du Monde, 2021).

£275

Mirror Pens (White)

£6.99

1

Amazon’s Choioce mirror pens for using on the mirror. (Amazon, 2021a).

£6.99

Mirror Pens (Black)

£7.99

1

Amazon’s Choioce mirror pens for using on the mirror. (Amazon, 2021b).

£7.99

Plant Stand

£35.99

1

Handmade plant stand (DesignerHouzz, 2021).

£35.99

Plants

£7.50

1

A Spathiphyllum proven to boost well-being (Ikea, 2021).

£7.50

Plant Pots

£6.99

2

Affordable geometric plant pot (Artificial Eden, 2021).

£18.97

Hanging Plant

£6

3

Hanging plant (Primark, 2021).

£18

Gold Plant Hooks

£5.46

1

Sturdy gold hooks (Wish, 2021).

£7.79

Picture Frames (Black)

£3.50

3

Black picture frames displaying affirmations (Dunelm, 2021).

£10.50

Picture Frames (White)

£3.50

3

White picture frames dislpaying affirmations (Dunelm, 2021).

£10.50

£4.99

£2.33

TOTAL (£) INCLUDING DELIVERY

afformationuk@gmail.com 81

‘Afformation’ Posters

£0.00

6

Affirmation’s designed and printed by the Creative Director

£0.00

Command Strips

£7.40

1

Heavy duty, non-damaging command strips (Amazon, 2021c).

£7.40

Sizestream SS20 3D Body Scanner

£11,622

1

Sizestream 3D Body Scanner-a key component of the business (Sizestream, 2021). It is lightweight and fast to set up (Aniwaa, 2021).

£11,622

Stools

£29.99

2

2 luxurious stools (Homescapes, 2021).

£59.98

Curtains

£16.04

2

Black out room seperating curtains (Amazon, 2021d).

£32.08

Curtain Pole

£47.12

1

Pole holding the black oout curtains (Poles & Blinds, 2016).

£53.62

Robes

£124.42

4 (packs of 10)

Washable 100% cotton robes for customers while using the body scanner (Absolute Textiles, 2021).

£497.68

Hooks

£47.99

1

Luxurious robe hooks (Homary, 2021).

£47.99

Mini Fridge

£0.00

1

The Design Director will provide her own Mini Fridge for free, as this will save on costs.

£0.00

Large Mirror

£0.00

1

The Design Director will provide her own Large Mirror for free, as this will save on costs.

£0.00

Desk

£0.00

1

The Design Director will provide her own desk for free, as this will save on costs.

£0.00

Mac Computer

£0.00

1

The Design Director will provide her own Apple Mac Computer for free, as this will save on costs.

£0.00

TV

£0.00

1

The Marketing Director will provide her own TV for free, as this will save on costs.

£0.00

Table

£0.00

1

The Operations & Finance Director will provide her own Table for free, as this will save on costs.

£0.00

Table Cloth

£0.00

1

The Design Director will provide her own tablecloth for free, as this will save on costs.

£0.00

iPads

£0.00

4

The Design Director will provide 2 iPads, the Marketing director will provide 1 iPad, and the Creative Director will provide 1 iPad for free, as this will reduce overall costs.

£0.00

Printer

£0.00

1

The Design Director will provide her own printer for free, as this will save on costs.

£0.00

iPhone 6S

£0.00

1

The Operations & Finance Director will provide her own phone for free, as this will save on costs.

£0.00

Prosecco Glasses

£59.98 (with £6 delivery)

48

The business chose these prosecco glasses as they are sleek, stylish and adds to the luxury aesthetic of the brand. They are affordable (Nisbets, 2021).

£65.98

£6.50

T O T A L FITTING R O O M COSTS:

82

Afformation/Business Plan

£ 19,130.87

9.4 PREMISES • Located in Selfridges London on Oxford Street.

• As a retail concession measuring a total of 24.95m², Selfridges will collect £18,711 annually in rent (Monthly Cost of £1,559.25) due to rent on Oxford Street being £750 per square foot meter per year (Statista, 2021d).

• Utilities costs will be included in the rent.

• A 12-month concessions contract beginning in May with a fixed monthly rent allows for easy budgeting.

• As a service is being provided on business premises, details of the business owners contact information, the price and details of different packages, and instruction on how to use the body scanner will be made available to the consumer.

9.5 ANNUAL RUNNING COSTS Table 15: Annual Running Costs (Data from: References in table)

ANNUAL COSTS

RUNNING PRICE

PERIOD TIME

OF REFERENCES

TOTAL ANNUAL COST

Dolly’s

£27 per person (£13,140 per month)

12 months

(Dolly’s, 2021)

£157,680

Prosecco

£11.65 for 100+ bottles (£2120.30 per month)

182 bottles per month for 12 months

(Wholesales Scout, 2021)

£25,433.60

Orange Juice

£9.49 for 12 Cartons (£94.90 per month)

121 cartons per month for 12 months

(Brakes, 2021)

£1,138.8

Rent

£1559.25 per month

12 months

(Statista, 2021d)

£18,711

Personal Shopper

£20 per hour (11-hour day, 5 days a week: £1,100 per week)

12 months

(see appendices 5)

£57,200

Leaflets

£0.01 per unit (£16.41 per month)

12 months

(Vistaprint, 2021a)

£196.97

Envelopes

£0.07 per unit (£64.28 per month)

12 months

(Vistaprint, 2021b)

£771.36

Business Cards

£0.01 per unit (£8.31 per month)

12 months

(Vistaprint, 2021c)

£99.81

Domain

£0.99 (For the first year then £11.99 for the year after)

12 months

(1 2 3 Reg, 2021)

£0.99

iCloud+ with 200GB Storage

£2.49 a month

12 months

(Apple, 2021)

£29.88

afformationuk@gmail.com 83

Payment Integration Stripe

1.45% of the transaction + 20p transaction fee

12 months

For Full Form Packages: £1.65 fee per transaction.

“Stripe charges 1.45% of the transaction, plus a 20p transaction fee (2.9% + 20p for non-European cards).” (Binns, 2021: online)

£9,636

Daily Cost if all full form packages are sold: £26.40 Monthly Cost: £803 Annual Cost: £9,636 Wix Website Hosting

£9.50 a month (with £3.50 a month to connect the domain.

Total Monthly Cost £13)

12 months

(Wix, 2021)

£156

Software/Coder

£465 a day

10 days

(Stig, 2021) (Prospects, 2021)

£4650

Government Data Protection Fee

£40 a year

12 months

(ICO, 2021c)

£40

Trademark

£170 a year

12 months

(GOV.UK, 2021b)

£170

Insurance

Employer Liability for 6 people: £360 a year Cyber Liability: £132 a year Public Liability: £118 a year Business Contents Insurance: £136 a year

12 months

(Yurday, 2021a) (Yurday, 2021b) (Yurday, 2021c) (Yurday, 2021e)

£746

Application to open a business (Form NI01)

£40 application fee (for private companies)

N/A

(GOV.UK, 2021d)

£40

‘EE’ Business Essential Sim 20GB Data

£18 a month

13 months

(EE, 2021)

£234

Princes Trust Repayments

Borrow £1000 for a year at 6.2% APR, we would have to pay £86.16 a month with 33.9% interest.

12 months

(The Guardian, 2013)

£1,033.92

TOTAL ANNUAL RUNNING COSTS:

£277,950.33

9.6 TRANSPORT • The business partners live together near Regents Park, London where they commuite to Selfridges Oxford Street via a 28-minute walk (see appendices 11).

• Items requiring monthly restocking, like prosecco and orange juice, will be delivered to store.

84

Afformation/Business Plan

9.7 LEGAL REQUIREMENTS Table 16: Legal Requirements (Data from: References in table) LEGAL REQUIREMENT GDPR (General Data Protection Regulation)

VAT

Trademarking

ANNUAL COST Prior to the launch of the business, a data protection fee of £40 will be paid as Afformation is in Tier 1 (ICO, 2021c).

REASON Customers provide identifiable data like name, email address and mobile phone number; collecting and processing this data, the business becomes the controller (ICO, 2021a) with the “highest level of compliance responsibility” (ICO, 2021b: online).

Upon creating an account with Afformation, the customer will read ‘Afformation’s Terms & Conditions’, complying with ICO and GDPR, explaining how their data will be processed, the purpose of collecting their data, and how they can request for their data to be erased.

It will explain a cancellation period, where the consumer has 24 hours before their booking to cancel to receive a full refund. If the customer does not attend their booking, or they attempt to cancel within the 24-hour period, they will not receive a refund at all. Instead, the customer will be offered another appointment time. £72,898.33 The estimated annual turnover/income from Full paid in Form Package sales, data mining and affiliate links is January £665,562. Therefore Afformation is required to register each trading with HMRC and pay the standard rate of VAT at 20% year. as the current income threshold is £85,000 (GOV.UK, 2021a: online).

Afformation’s net annual amount is £364,491.67, creating an estimated VAT payment of £72,898.33 Standard The brand name ‘Afformation’ will be trademarked application for protection, as the connotations around the name online fee of (see page 10) strongly represents the businesses brand £170 values.

The standard application online fee for trademarking is £170 (GOV.UK, 2021b: online) and this is included as an upfront cost pre-launch of the business.

The total Annual Cost of Legal Requirements to the business is £73,108.33 (see Table 16).

The business will also receive legal advice from a freelance solicitor who has agreed to work free of charge during the first year of business (see appendices 10). afformationuk@gmail.com 85

9.8 INSURANCE REQUIREMENTS Table 17: Insurance Requirements (Data from: References in table) INSURANCE TYPE

ANNUAL COST

REASON

Employers £60 per Liability Insurance employee

Employers Liability insurance can range from £60 - £300 per employee (Yurday, 2021a). This insurance protects the business from employee injury or illness claims, covering legal fees and £360 annually compensation. for the business

Cyber Liability Insurance

£132 a year for the business

Customers use Afformations website to book appointments for the body scanner and to access their avatar. The website holds a lot of customers data, which legally requires protection. The website is also a main source of revenue, as customers book the packages through it, therefore it is essential to have insurance for the website; if it is hacked it can result in loss of trust and future sales, negatively impacting the business and customer relationship. Cyber Liability Insurance, ranging from £132 a year to £240 a year (Yurday, 2021b) provides “financial protection against cyber-crimes and data breaches, and offers expert assistance with managing an incident” (Yurday, 2021b: online).

Public Liability Insurance

The annual Due to the business involving direct contact with the consumer, cost in the UK Public Liability Insurance is essential as it “covers legal costs is £118 and compensation payments due to accidental injury or damage claims made by third parties” (Yurday, 2021c: online). This insurance covers accidents occurring to the consumer while on business premises, covering legal costs and compensation payments.

Business Contents Insurance

The annual cost for our business for the year would be £136

Business Contents Insurance protects the businesses contents if they are damaged or stolen and is “considered a critical component of insurance coverage” (Yurday, 2021d:online).

Expensive items such as the Sizestream SS20 3D body scanner are investments to the business, therefore it is important to cover these items. The coverage amount for the business is £25,000.

The total annual cost of Insurance to the business is £746 (see Table 17).

Afformation will use Direct Line to provide insurance as they are aimed at small businesses, creating tailored insurances with no admin fees (Direct Line, 2021: online).

The annual cost of insurance is £746, to be paid as a one-off payment at the start of the year (see appendices 4 for research).

86

Afformation/Business Plan

9.9 INCOME FROM WEBSITE Table 18: Income from Website (Source: Own, 2021) WEBSITE INCOME REVENUE

INCOME

WHY DID WE CHOOSE IT

HOW DID I WORK IT OUT

MONTHLY INCOME

YEARLY INCOME

Data Mining

Selling our customers body measurements to clothing brands.

They will be anonymised and only include the measurements-no other personal details such as age, gender, or name.

Data mining is a form of income most companies use to earn extra money.

Also, by providing brands with real time measurements, they can more accurately update their sizing charts to produce better fitting clothes in the future.

16 (daily average customers) x 365 / 12 = 486 (monthly average customers)

£0 for the first 3 months.

£56,862

Every time one of our customers clicks on our ‘Shop the Look’ links on our website, we will be paid a percentage of the sales due to Affiliate Marketing.

As we are a concessions stand within Selfridges for our first year, we have decided to partner with them to advertise the jeans they sell on our website. When our customers use their body scanned avatar to help make a purchase and follow the link to the Selfridges website, we get a percentage of the profits.

£25,500 / 12 =£2,125 a month

Affiliate Marketing

TOTAL

£6318 for the other 9 months

£13 x 486 = £6,318 £6318 x 9 =£56,862

£2,125

£25,500

£8,484

£82,362

£25,500 / 365 = £69.86 a day £89.86 / 16 (daily average customers) = £4.36 per pair of jeans sold. £40 is the cheapest pair of jeans Selfridges sells. £1,350 is the most of expensive. £695 is the average price of a pair of jeans. We take approximately 0.627% of the total purchase.

The website collects an annual revenue of £82,362 through data mining and affiliate marketing. Real time data is valuable to large retailers, creating a constant demand for updated body measurements mined from customers anonymously. £6318 a month is based on revenue Facebook collects from users each month; each active user earns Facebook approximately £13 (Mitchell, 2018: online). When multiplied by Afformations predicted users per month, the total is £6,318, creating an estimated yearly income of £56,862.

Through affiliate marketing, Afformation is paid a percentage of any sale completed through affiliate links on the website. The lower end of affiliate marketers earns approximately £25,500 a year (PayScale, 2021: online). Based on this, the business will take approximately 0.627% of each jeans sale made on the Selfridges website through affiliate links.

afformationuk@gmail.com 87

9.10 MANAGEMENT AND STAFF The partners of the business will run the business independently. All directors have invested £5000 each to create an owner’s capital of £25,000, equally splitting the business.

Daily, there are 3 employees on the shop floor-excluding the personal shopper. Their roles include collecting customers jeans; operating the body scanner, creating avatars and front of house. Job roles are rotated throughout the week with an average of 26 weekly hours worked. All business employees will be trained in using the Sizestream SS20 3D body scanner to create Customer avatars to upload to the website. The contracted freelance personal shopper will work for £20 an hour, 11 hours a day, 5 days a week with paid breaks. She will train the Afformation team in personal styling; after 1 year of employment the contract will be terminated and the Afformation employees will take over the role of personal stylist (see appendices 5).

Each director will continue their roles pushing marketing and social media content to attract new customers. The Managing Director will be general manager while the Operations & Finance Director gives employees an induction into key retail skills like communication skills and product knowledge (Nicasio, 2021) of jeans that Selfridges sells and the packages Afformation offers. They will ensure all employees read the ‘NCSC Small Business Guide: Cyber Security’ and complete the action checklist (National Cyber Security, 2020) before the business launches.

Online safety and protection of customers data is a priority due to the large revenue created through Afformation’s website. All customers data will be uploaded to iCloud + with 200GB Storage (Apple, 2021). This places the data “physically separate from [our] location” (National Cyber Security, 2017a: online), but still accessible to employees from business devices. All business devices will be protected with a two-factor authentication as well as passwords (National Cyber Security Centre, 2017b: online) to create maximum security for the data.

88

Afformation/Business Plan

9.11 SALARIES Afformation will complete a year of trading and break even before the partners are paid a salary. Profit generated in the first year is reinvested in the business, then each owner will be paid minimum wage; £8.36 an hour due to all owners being over 21 (Gov.UK, 2021c).

A flexible 26-hour week contract equating to approximately 3 full days of work allows the owners to work around part time jobs and other personal commitments, while also requiring absences to be covered. Flexible working results in increased productivity (Half, 2019) and creates a better work life balance, reinforcing Afformation’s brand values of positivity and wellbeing.

afformationuk@gmail.com 89

10 FINANCE

10.1 COST TABLE Table 19: Cost Table (Data from: References in table) COST ITEM Repayments

WHAT IS INCLUDED AND HOW YOU WORKED IT OUT Money to repay the Prince’s Trust their loan.

Money required to cover personal expenditure. See survival budget in business plan Survival Budget section 10 for further breakdown.

90

TOTAL COST 1,033.92 41,832.60

Rent

As a retail concession in Selfridges, rent includes utilities (water, electricity and broadband). To calculate the cost of the rent, it is “£750 square foot meter per year” (Statista, 2021d:online) for Selfridges Oxford Street, our concession space is 24.95m², therefore our annual cost will be £18,711.00, and our monthly cost will be £1559. The rent cost will be included in the price of the Full Form Package.

18,711.00

Insurance

The business has decided to have Employers Liability Insurance, Cyber Liability Insurance, Public Liability Insurance and Business Contents Insurance. As we are a low-risk business working in the luxury fashion retail industry, Employers Liability Insurance costs £60 per person per year, and for 6 staff members (including all owners and personal shopper) the annual cost is £360. The business decided on an inexpensive insurance in Cyber Liability costing £132 a year, however this will still have the necessary cover. The annual cost of Public Liability insurance would be £118 and is considered a necessary insurance. Business Contents Insurance is necessary, especially when purchasing items such as the Sizestream SS20 Body Scanner; the coverage amount is £25,000 and the annual contents insurance cost is £136. Total Annual Insurance Costs (£) = 360 + 132 + 118 + 136 = 746

746.00

Afformation/Business Plan

iCloud+ with 200GB Storage

We decided on 200GB as this will be enough storage to store our customers details, most affordable at £2.49 a month, and will have for 12 months. Total iCloud+ Costs (£) = 2.49 x 12 = 29.88

29.88

Domain Name

The business has gone with this domain name site as it is 99p for the first year, therefore this keeps the first years costs down, however after the year it’ll be £11.99.

0.99

Dolly’s

The business is using Dolly’s as it adds to the luxury experience. The cost of Dolly’s afternoon tea per person is £27. The daily cost of Dolly’s is: £27 x 16 people (max people in a day) = £432. The annual cost of Dolly’s is: £432 x 365 = £157,680.00. The monthly cost of Dolly’s is: Annual Cost/12 Months = £157,680/12 = £2,120.30. The Dolly’s cost will be included in the price of the Full Form Package.

157,680.00

Prosecco

Each consumer will have 2 glasses of Prosecco, so 32 glasses of Prosecco will be consumed each day. There are 6 glasses in 1 bottle. 32 glasses/ 6 glasses = 5.3, therefore we need 6 bottles of Prosecco per day. Annually the business needs 2,190 bottles of Prosecco a year, and the monthly amount of Prosecco needed is 182 bottles.

The estimated cost of 182 bottles of Prosecco is £2,120.3, therefore the monthly cost of Prosecco is £2,120.30, thus our annual cost of Prosecco is £25,443.60. The Prosecco cost will be included in the price of the Full Form Package.

25,443.60

Orange Juice

Each consumer has the option to a non-alcoholic drink, i.e orange juice, and will have two glasses of orange juice. The maximum amount of glasses of orange juice consumed in a day is 32. 1 carton of orange juice has 8 glasses in it, therefore 32 glasses/ 8 glasses = 4 cartons per day. The business annually needs 1460 cartons, and monthly 121 cartons. There are 12 cartons in a box, therefore the business needs 10 boxes monthly. Each box costs £9.49. The monthly cost = 10 boxes x £9.49 = £94.90, therefore the annual cost = £1,138.80. The Orange Juice cost will be included in the price of the Full Form Package.

1,138.80

Fitting Room Costs

The fitting room costs was calculated by the Marketing Director, Design Director and Creative Director deciding on what to go in the fitting room for the retail concession, then the team priced each item and sent it over to the Operations & Finance Director and calculated the costings to find the total fitting room costings of £19,130.87.

19,130.87

Government As we are handling our customers data, including name and contact details, it is legal Data Protection to pay a government Data Protection Fee of £40, as our organisation is in tier 1 (ICO, Fee 2021c). This is a one off payment and will be made pre-start.

40.00

Personal Shopper

The personal shopper charges a rate of £20 per hour, the daily cost is: £20 x 11 hours = £220, therefore the annual cost is £220 x 365 = £57,199.92, and the monthly cost is: £57,199.92/12 months = £4,766.66.

57,199.92

Branding (including Leaflets, Envelopes & Business Cards)

The total branding cost (including leaflets, envelopes and business cards) is £1068.14, and we deciding to bulk buy prior to the launch as it works out cheaper. The annual cost of leaflets is £196.97, the annual cost of envelopes is £771.36, and the annual cost of business cards is £99.81. Therefore, the total branding cost = £196.97 + £771.36 + £99.81 = £1,068.14.

1,068.14

Payment Integration Stripe

Stripe Payment Integration charges 1.45% of the transaction + 20p transaction fee.

Therefore for each Full Form Package sale of £100, Stripe will get a fee of £1.65.

Therefore, the daily cost if all Full Form Packages are sold is: 16 x £1.65 = £26.40, and the annual cost is: £26.40 x 365 = £9,636, and the monthly cost is: £9,636/ 12 month = £803.

9,636.00

VAT

Since the business is making a turnover of over £85,000, the business has to pay the standard VAT rate. As the payment date for paying VAT in the trading year is January, therefore we will pay the amount of VAT from May to January, as we are launching in May. The total income of sales from Full Form Package Sales, Data Mining, and affiliate links from May to June is £665,562, therefore the net amount after VAT is removed us £364,491.67 and the amount of VAT we need to pay is £72,898.33.

72,898.33

EE Business Essential Sim 20GB Data

The business requires a work phone, so we can communicate with customer’s regarding appointments. The Operations & Finance Director will provide an iPhone 6s, therefore the business will need to have a SIM for the phone. The business decided to have an EE Business Essential SIM 20GB Data as this is the most affordable plan and has plenty of storage. This costs at £18 a month, therefore the total annual cost would be: £18 x 12 months = £234.

234.00

afformationuk@gmail.com 91

10.2 PERSONAL SURVIVAL BUDGET Table 20: Personal Survival Budget (Source: Own, 2021) ESTIMATED COSTS Mortgage/rent

138.25

Gas, electricity and oil

103.09 21.3

Clothing

170

Food and housekeeping

373

Telephone Subscriptions (clubs, magazines etc.)

Entertainment (meals and drinks)

0 57.46 350 0

Children’s expenditure and presents

0

Credit card, loan and other personal debt repayments

0

National Insurance

15

Travel

28

Other

0

TOTAL COSTS (£)

Income from family/partner Part time job

£8358.69 MONTHLY INCOME (£) 610 1799.56

Working tax credit

0

Child benefits

0

Other benefits

200

Student Loan

2,263.08

D

TOTAL INCOME (£)

£4,872.64

E

TOTAL SURVIVAL INCOME REQUIRED (£)

£3486.05

BACK UP PLAN

92

191.59

Car tax, insurance, service and maintenance

ESTIMATED INCOME

C

64

All personal and property insurances

Hire charges (TV, DVD etc.)

B

6847

Council tax Water rates

A

MONTHLY COST (£)

Afformation/Business Plan

10.3 COST AND PRICING STRATEGY Table 21: Full Form Cost and Pricing Strategy (Source: Own, 2021) (Costings based off Maximum Sales, 2.5 Hour Slots, 4 people per slot, Maximum 16 People Per Day) PRODUCT/SERVICE NAME A

NUMBER OF UNITS IN CALCULATION (ANNUALLY) PRODUCT/SERVICE COMPONENTS

B

Full Form Package (Main Costings) 5840 COMPONENT COST

Fitting Room Contents

£19,130.87

Dolly’s Afternoon Tea

£157,680.00

Prosecco (2 glasses pp)

£25,433.60

Orange Juice (2 glasses pp)

£1,138.80

Rent

£18,711.00

Personal Shopper

£57,200.00

Leaflets

£196.97

Envelopes

£771.36

Business Cards

£99.81

Payment Integration - Stripe

£9,636.00

C

TOTAL PRODUCT/SERVICE COST (ANNUALLY)

D

COST PER PERSON

£49.66

E

PROFIT MARGIN (£)

£50.34

F

PRICE PER PERSON

£100.00

G

PROFIT MARGIN (%)

50%

H

MARK UP (%)

101%

£289,998.41

afformationuk@gmail.com 93

Table 22: Express Form Cost and Pricing Strategy (Source: Own, 2021) (Costings based off Maximum Sales, 30 Min Slots, 1 person per slot, Maximum 22 Slots Per Day) PRODUCT/SERVICE NAME A

NUMBER OF UNITS IN CALCULATION (ANNUALLY) PRODUCT/SERVICE COMPONENTS

94

8030 COMPONENT COST

Fitting Room Contents

£19,130.87

Dolly’s Cream Tea

£112,018.50

Prosecco (1 glass pp)

£17,009.00

Orange Juice (1 glass pp) B

Express Form Package

Rent

£873.08 £18,711.00

Leaflets

£196.97

Envelopes

£771.36

Business Cards

£99.81

Payment Integration - Stripe

£10,760.20

C

TOTAL PRODUCT/SERVICE COST (ANNUALLY)

£179,570.79

D

COST PER PERSON

£22.36

E

PROFIT MARGIN (£)

£50.34

F

PRICE PER PERSON

£75.00

G

PROFIT MARGIN (%)

67%

H

MARK UP (%)

225%

Afformation/Business Plan

Table 23: Luxury Party Form Cost and Pricing Strategy (Source: Own, 2021) (Costings based off Maximum Sales, 3 Hours per Slot, 4 People per Slot, 12 People per Day)

PRODUCT/SERVICE NAME A

NUMBER OF UNITS IN CALCULATION (ANNUALLY) PRODUCT/SERVICE COMPONENTS

4380

COMPONENT COST

Fitting Room Contents

£19,130.87

Dolly’s Afternoon Tea

£118,260.00

Prosecco (2 glasses pp)

£17,009.00

Orange Juice (2 glasses pp) Rent B

Luxury Party Form Package

Photographer Personal Shopper

£873.08

£18,711.00 £0.00 £57,200.00

Leaflets

£196.97

Envelopes

£771.36

Business Cards

£99.81

Payment Integration - Stripe

£8,716.20

C

TOTAL PRODUCT/SERVICE COST (ANNUALLY)

D

COST PER PERSON

£55.02

E

PROFIT MARGIN (£)

£50.34

F

PRICE PER PERSON

£120.00

G

PROFIT MARGIN (%)

42%

H

MARK UP (%)

92%

£240,968.29

afformationuk@gmail.com 95

10.4 SALES AND COSTS FORECAST Table 24: Sales and Costs Forecast (Source: Own, 2021) MONTH A MONTH NAME

1

2

3

4

5

May

June

July

August

September

486

486

486

486

486

SALES FORECAST PRODUCT/SERVICE B

PRODUCT/SERVICE C

£48,600.00

£48,600.00

£48,600.00

£48,600.00

£48,600.00

£

£24,133.43

£24,133.43

£24,133.43

£24,133.43

£24,133.43

£

COSTS FORECAST PRODUCT/SERVICE D

E

ASSUMPTIONS (E.G. SEASONAL TRENDS)

96

Afformation/Business Plan

As we are giving consumers a body measuremen

6

7

8

9

10

11

12

Total

October

November

December

January

February

March

April

12 Months

486

486

486

486

486

5832

£48,600.00

£48,600.00

£48,600.00

£48,600.00

£48,600.00

£583,200.00

£24,133.43

£24,133.43

£24,133.43

£24,133.43

£24,133.43

£289,601.15

Full Form Package

486

486

Full Form Package

£48,600.00

£48,600.00

£24,133.43

£24,133.43

nt service in Selfridges London, we expect to have maximum monthly sales each month.

afformationuk@gmail.com 97

10.5 CASH FLOW FORECAST Table 25: Cash Flow Forecast (Source: Own, 2021) MONTH MONTH NAME

A

PRE START

1

2

3

4

May

June

July

August

5

Septemb

MONEY IN (£) Funding from The Prince’s Trust

1,000.00

0.00

0.00

0.00

0.00

0.00

Own funds

25,000.00

0.00

0.00

0.00

0.00

0.00

0.00

48,600.00

48,600.00

48,600.00

48,600.00

48,600.0

Income from Data Mining

0.00

0.00

0.00

0.00

6,318.00

6,318.00

Income from Affiliate Links

0.00

2,125.00

2,125.00

2,125.00

2,125.00

2,125.00

26,000.00

50,725.00

50,725.00

50,725.00

57,043.00

57,043.0

Repayments - The Prince’s Trust

0.00

86.16

86.16

86.16

86.16

86.16

Survival Budget

0.00

3486.05

3486.05

3486.05

3486.05

3486.05

Rent

0.00

1,559.25

1,559.25

1,559.25

1,559.25

1,559.25

746.00

0.00

0.00

0.00

0.00

0.00

iCloud+ with 200GB Storage

0.00

2.49

2.49

2.49

2.49

2.49

Domain Name

0.99

0.00

0.00

0.00

0.00

0.00

Website Hosting

0.00

13.00

13.00

13.00

13.00

13.00

4,650.00

0.00

0.00

0.00

0.00

0.00

Dolly’s

0.00

13,140.00

13,140.00

13,140.00

13,140.00

13,140.0

Prosecco

0.00

2,120.30

2,120.30

2,120.30

2,120.30

2,120.30

Orange Juice

0.00

94.90

94.90

94.90

94.90

94.90

19,130.87

0.00

0.00

0.00

0.00

0.00

40.00

0.00

0.00

0.00

0.00

0.00

Trademark Application Fee

170.00

0.00

0.00

0.00

0.00

0.00

Form NI01

40.00

0.00

0.00

0.00

0.00

0.00

Personal Shopper

0.00

4,766.66

4,766.66

4,766.66

4,766.66

4,766.66

Branding (including Leaflets, Envelopes & Business Cards)

1,068.14

0.00

0.00

0.00

0.00

0.00

Payment Integration - Stripe

0.00

803.00

803.00

803.00

803.00

803.00

0

0.00

0.00

0.00

0.00

0.00

18.00

18.00

18.00

18.00

18.00

18.00

B Income from Full Form Package Sales

C TOTAL MONEY IN (£)

MONEY OUT (£)

Insurance

Coder for Software

Fitting Room Costs D Government Data Protection Fee

VAT EE Business Essential Sim 20GB Data

E

25,864.00

26,089.81

26,089.81

26,089.81

26,089.81

26,089.8

136.00

24,635.19

24,635.19

24,635.19

30,953.19

30,953.1

0.00

136.00

24,771.19

49,406.38

74,041.57

104,994.7

136.00

24,771.19

49,406.38

74,041.57

104,994.76

135,947.9

TOTAL MONEY OUT (£) BALANCE (£)

F OPENING BALANCE CLOSING BALANCE

98

Afformation/Business Plan

6

7

8

9

10

11

12

TOTAL

October

November

December

January

February

March

April

12 months

0.00

0.00

0.00

0.00

0.00

0.00

0.00

1,000.00

0.00

0.00

0.00

0.00

0.00

0.00

0.00

25,000.00

00

48,600.00

48,600.00

48,600.00

48,600.00

48,600.00

48,600.00

48,600.00

583,200.00

0

6,318.00

6,318.00

6,318.00

6,318.00

6,318.00

6,318.00

6,318.00

56,862.00

0

2,125.00

2,125.00

2,125.00

2,125.00

2,125.00

2,125.00

2,125.00

25,500.00

ber

00

0.00

57,043.00

57,043.00

57,043.00

57,043.00

57,043.00

57,043.00

57,043.00

691,562.00

86.16

86.16

86.16

86.16

86.16

86.16

86.16

1,033.92

5

3486.05

3486.05

3486.05

3486.05

3486.05

3486.05

3486.05

41,832.60

5

1,559.25

1,559.25

1,559.25

1,559.25

1,559.25

1,559.25

1,559.25

18,711.00

0.00

0.00

0.00

0.00

0.00

0.00

0.00

746.00

2.49

2.49

2.49

2.49

2.49

2.49

2.49

29.88

0.00

0.00

0.00

0.00

0.00

0.00

0.00

0.99

13.00

13.00

13.00

13.00

13.00

13.00

13.00

156.00

0.00

0.00

0.00

0.00

0.00

0.00

0.00

4,650.00

00

13,140.00

13,140.00

13,140.00

13,140.00

13,140.00

13,140.00

13,140.00

157,680.00

0

2,120.30

2,120.30

2,120.30

2,120.30

2,120.30

2,120.30

2,120.30

25,443.60

94.90

94.90

94.90

94.90

94.90

94.90

94.90

1,138.80

0.00

0.00

0.00

0.00

0.00

0.00

0.00

19,130.87

0.00

0.00

0.00

0.00

0.00

0.00

0.00

40.00

0.00

0.00

0.00

0.00

0.00

0.00

0.00

170.00

0.00

0.00

0.00

0.00

0.00

0.00

0.00

40.00

4,766.66

4,766.66

4,766.66

4,766.66

4,766.66

4,766.66

4,766.66

57,199.92

0.00

0.00

0.00

0.00

0.00

0.00

0.00

1,068.14

803.00

803.00

803.00

803.00

803.00

803.00

803.00

9,636.00

0.00

0.00

0.00

72,898.33

0.00

0.00

0.00

72,898.33

18.00

18.00

18.00

18.00

18.00

18.00

18.00

234.00

0.00

0.00

0.00

0.00

0.00

81

26,089.81

26,089.81

26,089.81

98,988.14

26,089.81

26,089.81

26,089.81

411,840.05

19

30,953.19

30,953.19

30,953.19

-41,945.14

30,953.19

30,953.19

30,953.19

279,721.95

76

135,947.95

166,901.14

197,854.33

228,807.52

186,862.38

217,815.57

248,768.76

95

166,901.14

197,854.33

228,807.52

186,862.38

217,815.57

248,768.76

279,721.95

6

0

afformationuk@gmail.com 99

11 BACK UP PLAN

11.1 PLAN B Selfridges may not decide to partner with Afformation, however as of 18th October 2021, The Qatar Sovereign wealth fund, which owns Harrods, was reported to be interested in purchasing Selfridges’ department stores (Hughes, 2021). This creates the possibility of opening a concession stand inside Harrods instead, still exposing the Afformation business into the luxury retailer market.

Planning to launch with Selfridges carries an element of risk if they decide not to partner with Afformation. However, the colour scheme and concessions stand were created to be easily transferable into other retailers’ layouts and branding.

Another national lockdown could be introduced due to COVID-19. To avoid potential loss due to lack of income and restrictions regarding physical shopping, customers could scan themselves from home as they are talked through the procedure. This involves paying a coder to create an app to be used as a portable body scanner. Although not as accurate as a 3D body scanner, it would create a body map that can be refined when lockdown is 100

Afformation/Business Plan

lifted. Customers would be charged less than the packages are currently priced at, however Afformation would also have lowered bills after removing afternoon tea, the personal shopper and other costs that come with running a physical business, allowing a small profit to be generated during lockdown to keep the business afloat.

The most likely scenario requiring a Plan B is that Afformation does not perform as well as predicted and is therefore unable to pay rent and bills. In this situation cost cutting will occur to save money.

Table 26: Cost Cutting Reasons (Data from: References in table) AREA OF COST CUTTING

REASON

Replacing the Personal Shopper

Afformation’s personal shopper is paid an average of £4766 a month, however the business will be trained on personal shopping to replace the external member of staff after 1 year, saving the business £57,200 annually.

Packaging prices including afternoon tea currently starting at £100, which is a 101% markup on the £49.66 cost of production. In industry, the ‘keystone’ markup on products is 50% (Gleeson, 2019: online), which means that the price of the package could lower to £74.49 and still produce reasonable profit. Additionally, the afternoon tea featured in the body scanning packages could be removed. This accounts for £27 of each customers payment and so the production price would lower to £26.66. Therefore, the package price could lower even further to £50, still giving the business the 50% ‘keystone’ markup and allowing for a profit to be created; this lower price tag would potentially attract more customers.

Opening the business up to other potential shareholders, such as future luxury retailers, could bring in extra funding.

This would mean losing some control as partners within the brand, however it could also open the business to future partnerships with larger retailers, benefitting Afformation in the long run.

Reducing Package Prices

Afformation becoming a Private Limited Company

afformationuk@gmail.com 101

12 REFERENCES

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Mintel. (2020b) Womenswear: Inc Impact of COVID-19 – UK- May 2020. [Online] [Accessed on 30th September 2021] https://reports-mintel-com.mmu.idm.oclc.org/display/1020099/?fromSearc h=%3Ffreetext%3Dcustomers%2520and%2520jeans%2520that%2520fit Mintel. (2020c) Marketing to Women - UK - March 2020. [Online] [Accessed on 11th October 2021] https://reports-mintel-com.mmu.idm.oclc.org/display/987934/?fromSearch=%3Ffreetext% 3Dmarketing Mintel. (2021a) Fashion & Sustainability - UK - 2021. [Online] [Accessed on 24th September 2021] https://reports-mintel-com.mmu.idm.oclc.org/display/1049485/ Mintel. (2021b) Department Stores - UK- 2021. [Online] [Accessed on 9th October 2021] https:// reports-mintel-com.mmu.idm.oclc.org/display/1091481/?fromSearch=%3Ffreetext%3Dwhat%252 0category%2520of%2520clothes%2520does%2520selfridges%2520sell%2520the%2520most Mintel. (2021c) Fashion Technology and Innovation UK 2021. [Online] [Accessed on 21st August 2021] https://reports-mintel-com.mmu.idm.oclc.org/display/1088017/?fromSearch=%3Ffreetext% 3D3D%2520sizing%2520system%2520for%2520fashion Mintel. (2021d) Social Media - UK - May 2021. [Online] [Accessed on 15th October 2021] https:// reports-mintel-com.mmu.idm.oclc.org/display/1084375/?highlight#hit1 Mintel. (2021e) Managing Stress and Wellbeing - UK - 2021. [Online] [Accessed on 15th October 2021] https://reports-mintel-com.mmu.idm.oclc.org/display/1102091 Moore, C. (2021) Positive Daily Affirmations: Is There Science Behind It? PositivePsychology.com.

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Nicasio, F. (2021) 17 Best Retail Skills Every Sales Associate Should Have (and how to develop them). Vend. [Online] [Accessed on 18th October 2021] https://www.vendhq.com/blog/retailskills-sales-associate/ Nisbets. (2021) Olympia Solar Champagne Flutes 170ml. [Online] [Accessed on 15th October 2021] https://www.nisbets.co.uk/olympia-solar-champagne-flutes-170ml/dl887?cm_sp=Peerius_-categoryRecs-_-button Mitchell, V (2018) What if the companies that profit from your data had to pay you?

TheConversation. [Online] [Accessed on 21st October 2021] https://theconversation.com/whatif-the-companies-that-profit-from-your-data-had-to-pay-you-100380 Office for National Statistics (UK). (2021a) Annual expenditure on clothing in the United Kingdom (UK) from 2005 to 2020, based on volume* (in million GBP) [Graph]. Statista. [Online] [Accessed on 2nd October 2021] https://www.statista.com/statistics/300842/annual-expenditure-on-clothingin-the-united-kingdom-uk/ Office for National Statistics (UK). (2021b) Proportion of businesses with a website in the United Kingdom (UK) from 2007 to 2019* [Graph]. Statista. [Online] [Accessed on 13th October 2021] https://www-statista-com.mmu.idm.oclc.org/statistics/282241/proportion-of-businesses-with-awebsite-in-the-uk/ Payscale. (2021) Average Affiliate Marketer Strategy. Payscale. [Online] [Accessed on 21st October 2021] https://www.payscale.com/research/US/Job=Affiliate_Marketer/Salary Pendlebury, J. (2018) Why Fashion Retailers Need to Embrace Size Inclusivity. [Online] [Accessed on 10th October 2021] https://medium.com/the-ux-chap/why-fashion-retailers-need-to-embracesize-inclusivity-976ff2e71eca Poles & Blinds. (2016) Speedy Nikola Metal 28mm Curtain Poles. [Online] [Accessed on 15th October 2021] https://www.polesandblinds.com/speedy-nikola-metal-28mm-curtain-poles#154=398 Powe, K., (2021). Instagram. Instagram.com. Instagram. Version 212.0. [online] [Accessed on 20th October 2021] https://www.instagram.com/kennipowe/?utm_source=ig_embed Primark. (2021) Gold Tone Macrame Hanging Plant. Primark. [Online] [Accessed on 15th October 2021] https://www.primark.com/en/all-products/homeware/home-furnishings/home-decoraccessories/goldtone-macrame-hanging-plant/p/134005691 Prince’s Trust. (2021) Finance for your Business. [Online] [Accessed on 19th October 2021] https:// www.princes-trust.org.uk/help-for-young-people/support-starting-business/business-finance Prospects. (2021) Web Developer. [Online] [Accessed on 16th October 2021] https://www. prospects.ac.uk/job-profiles/web-developer Quittkat H L., Hartmann A S., Düsing R, Buhlmann U, Vocks. (2019). Body Dissatisfaction, Importance of Appearance, and Body Appreciation in Men and Women Over the Lifespan.

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Rice, B. (2019) Putting ecommerce thank you emails to work to drive more sales. [Online] [Accessed on 15th October 2021] https://www.godaddy.com/garage/ecommerce-thank-you-emails/ Rooij, R. (2019) Is Building Retail Concessions Still Only the Second Best Multibrand Distribution?

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Stripe Docs. (2020) Receiving Payouts. [Online] [Accessed on 15th October 2021] https://stripe. com/docs/payouts Stripe. (2020) Payments Infrastructure for the Internet. [Online] [Accessed on 15th October 2021] https://stripe.com/gb SwallowtailPrint. (2021) Don’t ruin your mailing with a cheap manila envelope! [Online] [Accessed 15th October 2021] https://www.swallowtailprint.co.uk/news/articles/post/140-dontruin-your-mailing-with-a-cheap-manila-envelope TailorBrands. (2020) Luxury Logos: How to Create a Brand of Affluence. [Online] [Accessed on 1st October 2021] https://www.tailorbrands.com/blog/luxury-logos The Guardian. (2013) Loan Repayment Calculator. [Online] [Accessed on 16th October 2021] https://www.theguardian.com/money/loan-repayment-calculator-interest-rates TheIndustry.fashion. (2020a) Leading luxury brands in the United Kingdom (UK) as of November 2020, based on Buzz score [Graph]. Statista. [Online] [Accessed on 30th September 2021] https:// www.statista.com/statistics/1256198/luxury-brands-based-on-buzz-scores-uk/ TheIndustry.fashion. (2020b) Share of consumers who visited and shopped at luxury brands in the United Kingdom (UK) as of November 2020, by brand [Graph]. Statista. [Online] [Accessed on 8th October 2021] https://www-statista-com.mmu.idm.oclc.org/statistics/1256217/consumerswho-shopped-with-luxury-brands-uk/ TheIndustry.fashion. (2021) Consumers who have shopped at a luxury fashion retailer (either online or in-store) as of January 2021 in the United Kingdom (UK), by age group [Graph]. Statista.

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12.2 IMAGE REFERENCES DATE

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11. Shimazaki, S. (2021) Judgement scale and gavel in the judge office. Pexels. [Online image] [Accessed on 12th October 2021] https://www.pexels.com/photo/judgementscale-and-gavel-in-judge-office-5669602/ 12. Vix, C. (2015) Family taking selfie.

Pexels.[Online image] [Accessed on 12th October 2021] https://www.pexels.com/photo/s-9746/

11

13. Schwarz, K. (2021) Curious Golden Retriever resting on grassy lawn. Pexels. [Online image] [Accessed on 12th October 2021] https://www.pexels.com/photo/curiousgolden-retriever-resting-on-grassy-lawn6938737/ 14. Miroshnichenko, T. (2021) Women standing on a white studio floor. Pexels.Online image] [Accessed on 12th October 2021] https://www.pexels.com/photo/fashion-manpeople-woman-7202901/

12

15. Kivaka, L. (2021) White Ceramic Mug. Pexels. [Online image] [Accessed on 12th October 2021] https://www.pexels.com/photo/white-ceramicmug-3394141/

13

14

15

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10/10/21

1. Tryforma. (2020) #Forma encourages positivity through creativity! [Online image] [Accessed on 10th October 2021] https://www.instagram.com/p/CAI56NsBjEb/ 2. 3dlook_me. (2021) Luxury fashion retailer @farfetch has partnered with @dressx to start digitally dressing influencers and to promote their new pre-order offering from brands.

[Online image] [Accessed on 10th October 2021] https://www.instagram.com/p/CUXfX0DsANa/ 1.

2.

3.

120

Afformation/Business Plan

3. 3dlook_me. (2021) Fashion retailers don’t have it easy… [Online image] [Accessed on 10th October 2021] https://www.instagram.com/p/CT7OEqqsJgG/

4. 3dlook_me. (2021) Current return rates are unsustainable and unacceptable — both for retailers and their customers. [Online image] [Accessed on 10th October 2021] https://www.instagram.com/p/CTXWxR3rWGI/ 5. Tryforma. (2020) I mean.. who says we can’t dress up at home. [Online image] [Accessed on 10th October 2021] https://www.instagram.com/p/B_0d5GcDM0P/

4.

6. 3dlook_me. (2021) THE ENTIRE FITTING ROOM IN THE PALM OF YOUR HAND. [Online image] [Accessed on 10th October 2021] https://3dlook.me/wpcontent/uploads/2021/08/girl__-1.png 7. 3dlook_me. (2021)THE ONLY UNIFIED VIRTUAL SHOPPING SOLUTION. [Online image] [Accessed on 10th October 2021] https://3dlook.me/wpcontent/uploads/2021/06/mask-group.svg

5.

6.

7.

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8. formatech. (2021) Bringing that in-store experience online. [Online image] [Accessed on 10th October 2021] https://about.formatech.com/ 9. 3dlook_me. (2021) HOW YOURFIT WORKS. [Online image] [Accessed on 10th October 2021] https://3dlook.me/yourfit/

8.

9.

10. formatech. (2021) Today’s top picks. [Online image] [Accessed on 10th October 2021] https://www.formatech.com/ 11. AstraFit. (2021) We will calculate AstraFit ROI for You! [Online image] [Accessed on 11th October 2021] https://www.astrafit.com/

10.

11.

122

Afformation/Business Plan

12. Yolandainthecity. Virtually try on any outfit using forma app. TikTok. [Online image] [Accessed on 11th October 2021] https://vm.tiktok.com/ZM884de1J/ 13. Tryforma. (2021) OOTD. TikTok. [Online image] [Accessed on 11th October 2021] https://vm.tiktok.com/ZM884MaGj/

12.

13.

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14. Tryforma. (2021) Wtf is boho?. TikTok. [Online image] [Accessed on 11th October 2021] https://vm.tiktok.com/ZM884de1J/ 15. Tryforma. (2021) From casual to dressy monochrome works in any situation. TikTok [Online image] [Accessed on 10th October 2021] https://vm.tiktok.com/ZM8855Jwv/

14.

15.

124

Afformation/Business Plan

16. Tryforma. (2021) Where would you wear these pants to?. TikTok [Online image] [Accessed on 11th October 2021] https://vm.tiktok.com/ZM88PEocG/ 17.Tryforma. (2021) Try it on! TikTok [Online image] [Accessed on 11th October 2021] https://vm.tiktok.com/ZM8848dt1/ 18.Hatch Print. (2017). Creative Fashion: Z fold, folded leaflet template for fashion pros https://www.hatchprint.co.uk/1765946537/Handler/Pi cture/PI/T/0000462_creative_fashion_z_fold_leaflet.j peg 16.

17.

18.

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19. Danilyuk, P. a woman explaining the contents of the brochure Pexels. [Online image] [Accessed on 11th October 2021] https://www.pexels.com/photo/a-woman-explainingthe-contents-of-the-brochure-6812443/ 19.

20. Ekrulila. Brochure on black table. Pexels. [Online image] [Accessed on 11th October 2021] https://www.pexels.com/photo/brochure-on-blacktable-6312127/ 21. Benevento, S. Luxury brochure for Art Hotel in Florence. Behance. [Online image] [Accessed on 11th October 2021] https://mir-s3-cdncf.behance.net/project_modules/disp/feb3c7100009 15.560ddd6e8e950.jpg

20.

21.

22.

126

Afformation/Business Plan

22. Spiske, M . black and silver camera on brown wooden table 1002638. [Online image] [Accessed on 18th October 2021] https://www.pexels.com/photo/black-and-silvercamera-on-brown-wooden-table-1002638/

23.

23. Gul, M. (2021) Project iPhone Screen to PC with 5KPlayer Bigger Funnier. [Online image] [Accessed on 19th October 2021] https://www.tapscape.com/project-iphone-screen-topc-with-5kplayer-bigger-funnier/

14/10/21

1. SteveStone. (no date) Getty Images. [Online image] [Accessed on 19th October 2021] celebrations-champagne-parties-new-year-successpicture-id157528210

1.

15/10/21

1.Shukla, V. (2020) How to Write a Thank You Email after Interview. [Online Image] [Assessed 15th October 2021] https://learning.shine.com/talenteconomy/interviewtips/thank-you-email-after-interview/

1

2-5. Wiseman, A. (2020) 14 Thank You For Your Purchase Email Examples & Tips. [Online image] [Assessed 15th October 2021] https://www.smartrmail.com/blog/thank-you-for-yourpurchase-email-examples-tips/

2

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3

4

5

128

Afformation/Business Plan

15/10/21

15/10/21

Facebook. (2020) Fit Match. [Online Image] [Assessed 15th October 2021] https://fb.watch/8hypSQivqW/

Youtube. (2020) My SizeID Size and Fit Tool.

[Online image] [Assessed 15th October 2021] https://www.youtube.com/watch?v=RzD7btn76cs

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20.10.21

Website

1.Selfridges. (2021) PAIGE Sloane straight-leg midrise stretch-denim jeans. [Online Image] [Assessed 20th October 2021] https://www.selfridges.com/GB/en/cat/paige-sloanestraight-leg-mid-rise-stretch-denimjeans_R03796857/?previewAttribute=Ashlen 2. Selfridges. (2021) Selfridges&Co [Online Image] [Assessed 20th October 2021] http://d2joqs9jfh6k92.cloudfront.net/wpcontent/uploads/2011/01/15201825/ManchestersFinest_selfridges_logo.jpg

1.

2.

3.

130

Afformation/Business Plan

3. Logo Discovery Center. (2021) Paige Logo.

[Online Image] [Assessed 20th October 2021] https://www.logolynx.com/images/logolynx/1e/1e3ed 78066e053bfb8742f791622f99c.png

1. Kennipowe. (2021) ‘Self Discovery is the best gift you can give yourself’ Instagram.

Version 212.0. [online image] [Accessed on 20th October 2021] https://www.instagram.com/kennipowe/?utm_ source=ig_embed 2. Callmeadventurous. (2021) ‘Just out here trying to normalise stretch marks’.

Instagram. Version 212.0. [online image] [Accessed on 20th October 2021] https://www.instagram.com/callmeadventuro us/ 3. Kennipowe. (2021) ‘We survived valentines day’ Instagram. Version 212.0. [online image] [Accessed on 20th October 2021] https://www.instagram.com/kennipowe/?utm_ source=ig_embed 4. Callmeadventurous. (2021) ‘Remember that all bodies are beach bodies’. Instagram.

Version 212.0. [online image] [Accessed on 20th October 2021] https://www.instagram.com/callmeadventuro us/ 5. Callmeadventurous. (2021) ‘just remember that your body positivity journey will last a lifetime’. Instagram. Version 212.0. [online image] [Accessed on 20th October 2021] https://www.instagram.com/callmeadventuro us/ 6. Ginamartin (2021) ‘daily reminder that the way you express yourself and your feminist your or masculinity is not up to anyone else but you.’ Instagram. Version 212.0. [online image] [Accessed on 20th October 2021] https://www.instagram.com/ginamartin/ 7. Callmeadventurous, 2021. Instagram.

Instagram.com. Instagram. Version 212.0. [online image] [Accessed on 20th October 2021] https://www.instagram.com/callmeadventuro us/ 8. Powe, K., 2021. Instagram. Instagram.com.

Instagram. Version 212.0. [online image] [Accessed on 20th October 2021]

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https://www.instagram.com/kennipowe/?utm_ source=ig_embed 9. Martin, G., 2021. Instagram. Instagram.

Version 212.0. [online image] [Accessed on 20th October 2021] https://www.instagram.com/ginamartin/ 10. Ginamartin (2021) ‘finally got my hands on some @Khula.store’. Instagram. Version 212.0. [Online image] [Accessed on 20th October 2021] https://www.instagram.com/ginamartin/

12/10/21

Selfridges (2021) London Store Guide. [Online image] [Accessed on 12th October] https://www.selfridges.com/GB/en/features/info/store s/london/london-store-guide/

12/10/21

1. Pinterest. (No date) Let’s Talk About Green Colour Schemes For The Perfect Green Living Room. [Online image][Accessed 8th October 2021] https://www.pinterest.it/pin/73042825195217278/ 2. Pinterest. (No date) Decoration de interiores: Rindete al estilo Memphis. [Online image][Accessed 8th October 2021] https://www.pinterest.it/pin/370632244340420404/ 3. Pinterest. (No date) Retrospectiva: os principais trends de decoração dos anos 2000 até hoje.

[Online image][Accessed 8th October 2021] https://www.pinterest.it/pin/506584658094327273/ 4.Daals. (No date) Acrux 3-Seater Sofa Bed in Blue Velvet. [Online image][Accessed 8th October 2021] https://www.daals.co.uk/products/acrux-3-seatersofa-bed-in-bluevelvet?gclid=CjwKCAjwkvWKBhB4EiwAGHjFrXIPghHYlf_vooRJeJZUxrIFJ2FwaYW7XYZXH mjOzn74TFVjiseVhoCGz0QAvD_BwE

132

Afformation/Business Plan

5.Pinterest. (No date) Combinaciones nuevas para tu casa: blues para un lunes. [Online image][Accessed 8th October 2021] https://www.pinterest.it/pin/506584658094278335/ 6. Living. (2016) Rosa India da REDValentino.[Online image][Accessed 8th October 2021] https://living.corriere.it/cityguide/negozi/india-mahdavi-designer-red-valentino/

1.

1.Designcurial. (2013) DENIM STUDIO, SELFRIDGES, LONDON. [Online image] [Accessed 14th October 2021] https://www.designcurial.com/projects/denim-studioselfridges-london 2. Selfridges. (2021) London Services Dollys.

[Online image] [Accessed 14th October 2021] https://www.selfridges.com/GB/en/features/info/store s/london/store-services/restaurants-bars/dollys/

2.

3. Selfridges. (2021) Dollys-Menu-06.05.2021.

[Online image] [Accessed 14th October 2021] https://images.selfridges.com/is/content/selfridges/co ntent/site/pdf/Dollys-Menu-06.05.2021.pdf

3.

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4. Michaella.stylist. (2020) Logo. Instagram. Version 212.0. [Online image] [Accessed 14th October 2021] https://www.instagram.com/p/CGnbyJKH_sO/?utm_ medium=copy_link 5. Shaffer, E. (no date) Person Holding Black DSLR Camera. Pexels. [Online image] [Accessed 14th October 2021] https://www.pexels.com/photo/person-holding-blackdslr-camera-2923672/ 4.

5.

1.Primark. (No date) Goldtone Macrame Hanging Plant. [Online image][Accessed 8th October 2021] https://www.primark.com/en/allproducts/homeware/home-furnishings/home-decoraccessories/goldtone-macrame-hangingplant/p/134005691 2.Own image 3.Daals. (No date) Acrux 3-Seater Sofa Bed in Blue Velvet. [Online image][Accessed 8th October 2021] https://www.daals.co.uk/products/acrux-3-seatersofa-bed-in-bluevelvet?gclid=CjwKCAjwkvWKBhB4EiwAGHjFrXIPghHYlf_vooRJeJZUxrIFJ2FwaYW7XYZXH mjOzn74TFVjiseVhoCGz0QAvD_BwE 4.Etsy. (No date) Brand New Set of 2 Hexagon Nesting Tables Plant Tables Plant Stand - Black.

[Online image] [Accessed 8th October 2021] https://www.etsy.com/uk/listing/1037619559/brandnew-set-of-2-hexagon-nesting?gpla=1&gao=1&

134

Afformation/Business Plan

5.Artificialeden. (No date) Elho b.for rock.[Online image][Accessed 8th October 2021] https://artificialeden.co.uk/products/elho-b-for-rockplanter?variant=40636064727214&currency=GBP&u tm_medium=product_sync&utm_source=google&ut m_content=sag_organic&utm_campaign=sag_organ ic&gclid=CjwKCAjwkvWKBhB4EiwAGHjFnPe34uu1CrOrTBd8IryX2xFVsgfI636LTdDQaUxZkccFUAsS9k5BoC74sQAvD_ BwE 6.11- Ikea. (No date) Spathiphyllum. [Online image][Accessed 8th October 2021] https://www.ikea.com/gb/en/p/spathiphyllum-pottedplant-peace-lily-16804078/ Ikea. (No date) Fejka. [Online Image][Accessed 8th October 2021] https://www.ikea.com/gb/en/p/fejkaartificial-potted-plant-in-outdoor-hanging-40349531/ 7. Laredoute. (No date) Evergreen Oak & Glass Coffee Table. [Online image] [Accessed 8th October 2021] https://www.laredoute.co.uk/ppdp/prod350192969.aspx 8.Wayfair. (No date) Rectangular 60x100cm Epperson Pink Rug. [Online image] [Accessed 8th October 2021] https://www.wayfair.co.uk/rugs/pdp/rosdorf-parkepperson-pink-rug-alas6875.html?piid=32130071 9.Dunelm. (No date) Essentials Box Frame 12” x 8”.

[Online image][Accessed 8th October 2021] https://www.dunelm.com/product/essentials-boxframe-12-x-8-30cm-x-21cm1000091336?colour=Black&defaultSkuId=30215426 &homeDecorSize=A4+%28approx.+21cm+x+30cm %29 10. Istock. (2010) Two wine glasses of champagne stock photo. [Online image][Accessed 8th October 2021] https://www.istockphoto.com/photo/twowineglasses-of-champagne-gm96682885-11846154 11.ShutterStock. (2019) Bottle Italian wine on white background. [Online image][Accessed 8th October 2021] https://www.shutterstock.com/imagephoto/bottle-italian-wine-on-white-background1582029571 12. Adobe Stock. (No date) Afternoon Tea in the Garden. [Online image][Accessed 8th October 2021]

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https://stock.adobe.com/uk/search/images?k=afterno on+tea&asset_id=270980441 13. ShutterStock. (No date) White rectangular tablecloth set isolated on white, 3d illustration.[Online image][Accessed 8th October 2021] https://www.shutterstock.com/imageillustration/white-rectangular-tablecloth-set-isolatedon-178666193 14. Aniwaa.(No date) SS20 3D Body Scanner.

[Online image][Accessed 8th October 2021]https://www.aniwaa.com/product/3dscanners/size-stream-ss20-3d-body-scanner/ 15. Ikea. (No date) Nissedal. [Online image][Accessed 8th October 2021] https://www.ikea.com/gb/en/p/nissedal-mirror-white10320317/ 16. omary.(No date) Luxury Entryway Wall Mounted Coat Rack Set of 2. [Online image][Accessed 8th October 2021] https://uk.homary.com/item/luxuryentryway-wall-mounted-coat-rack-set-of-216933.html?currency=gbp&language=en&gclid=Cjw KCAjwkvWKBhB4EiwAGHjFqDgkHvPDOKj7AyNXWydOl0tmUd4v1SgoY1o tMfE59ebbjXR9gFqHRoC3zEQAvD_BwE 17. GettyImages. (No date) Studio shot of white bathrobe - stock photo[Online image][Accessed 8th October 2021] https://www.gettyimages.co.uk/detail/photo/studioshot-of-white-bathrobe-royalty-freeimage/152891720 18. Homescape. (No date) Hampton Velvet Footstool with Legs. [Online image][Accessed 8th October 2021]https://www.homescapesonline.com/hamptonvelvet-footstool-with-legs-navy.html 19. Maisonsdumonde.(No date) 131x180cm bevelled triptych mirror. [Online image] [Accessed 8th October 2021] https://www.maisonsdumonde.com/UK/en/p/131x18 0cm-bevelled-triptych-mirror-helene-210539.htm

136

Afformation/Business Plan

12.3 BIBLIOGRAPHY Businesswire (2021). NeXr Technologies SE: H&M Germany opens selected stores for virtual fitting with AvatarCloud app. [Online][Accessed 2nd October 2021]https:// www.businesswire.com/news/home/20210930005829/en/NeXR-Technologies-SE-HMGermany-opens-selected-stores-for-virtual-fitting-with-AvatarCloud-app H&M Group. (2021) Taking sustainable fashion to a new level with tech. [Online] [Accessed 21st Aug. 2021] https://hmgroup.com/our-stories/taking-sustainable-fashionto-a-new-level-with-tech/ Lischer, B. (No Date) Brand Color Psychology: The Power of Color in Branding. [Online] [Assessed 28th September 2021] https://www.ignytebrands.com/the-psychology-ofcolor-in-branding/ Ot, A. (2021) What Is Data Mining and Is It Illegal? [Online] [Accessed on 3rd October 2021] https://www.makeuseof.com/what-is-data-mining/ Retail detail. (2021) H&M is working on a virtual fitting room. [Online] [Accessed 25th September 2021] https://www.retaildetail.eu/en/news/fashion/hm-working-virtualfitting-room Roger D. Blackwell and Jo Ann Schickel Hilliker (1978),”Clothing Decisions: a Decision Process Analysis of Focused Group Interviews”, in NA - Advances in Consumer Research Volume 05, eds. Kent Hunt, Ann Abor, MI: Association for Consumer Research, Pages: 743-749.

Schäfarhoff, N. (2021) 33 Ways to Monetize a Website/Blog. [Online] [Accessed 3rd October 2021] https://websitesetup.org/33-ways-to-monetize-website/ Zalando. (2021) Zalando Invests in Customer Experience With Acquisition of Swiss Mobile Body Measurement App Developer Fision. [Online] [Accessed 27th September 2021] https://corporate.zalando.com/en/newsroom/news-stories/zalando-investscustomer-experience-acquisition-swiss-mobile-body-measurement

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13 APPENDICES

13.1 WEEKLY TIMETABLE/CHECKLIST

138

Afformation/Business Plan

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13.2 GANTT CHART

140

Afformation/Business Plan

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13.3 MEETING RECORDS

▪

Team meetings - Fashion Enterprise 2020

Meeting Date:

24/09/21

Meeting Attendees:

▪ Jemma ▪ Zoe ▪ Maria

Absent:

▪ ▪

Minutes taken by:

Zoe (120 minutes)

Next Meeting Date:

28/09/21

▪ Sophie ▪ Georgia ▪

Key points discussed today: ▪ Item 1: What type of business do we want to be? Low, mid or high range?

▪ Item 2: Are we a fitting/tailoring service or a garment creation service?

▪ Item 3: Began discussions about the financial sides of an App only or In-Store experience.

New Actions Reference 24/09/2021

Action details Research Impact of Covid/Brexit on fashion Market Research Consultation Experience Research Luxury vs Commercial Market Research App Development Research H&M/Nexr Collaboration Social Media Competitor Research Colour/Branding Brainstorming SWOT Analysis of competitors Returns Research Clo3D Measurement Alterations

Status Unstarted Unstarted Unstarted Unstarted Unstarted Unstarted Unstarted Unstarted Unstarted Unstarted Unstarted

Assigned to Jemma Jemma Jemma Jemma Maria Maria Sophie Sophie Zoe Zoe Zoe

Due By 28/09/21 28/09/21 28/09/21 28/09/21 28/09/21 28/09/21 28/09/21 28/09/21 28/09/21 28/09/21 28/09/21

Points carried over from last meeting Reference Day/month/year

Action Items

Reference = for example Look Book Action item = discuss the layout and formatting of the Look Book Status = use the green, amber, red colours to highlight progress Who = name or initials of the person responsible for completing the task Due by = set a deadline 142

Afformation/Business Plan

Status

Who

Due By

▪

Team meetings - Fashion Enterprise 2020

Meeting Date:

28/09/21

Meeting Attendees:

▪ Zoe ▪ Maria ▪ Georgia

Absent:

▪ Jemma ▪ Sophie

Minutes taken by:

Zoe (150 minutes)

Next Meeting Date:

29/09/21

▪ ▪ ▪

Key points discussed today: ▪ Item 1: Changes to the business model ▪ Item 2: Main collaborator decided and contacted (Selfridges) ▪ Item 3: Summary of past research and how that affects the changes to the business model

New Actions Reference 28/09/21

Action details Look into the legalities of Data Protection Make Questionnaire (Field Research) Customer Profile/Mood Boards Researched

Status Unstarted Unstarted Unstarted

Research into the Market/Target Customer Research into Marketing Strategies Look into what Selfridges already offers for experiences Start deciding our ‘Offered Packages’

Unstarted Unstarted Unstarted

Decide on Colour scheme/logo/font’s

Unstarted

Unstarted

Assigned to Zoe Jemma Sophie, Jemma Jemma Jemma Maria

Due By 30/09/21 01/10/21 05/10/21

Maria, Jemma Sophie, Maria

05/10/21

05/10/21 05/10/21 05/10/21

Points carried over from last meeting Reference 24/09/21 24/09/21 24/09/21 24/09/21

Action Items Research into Returns SWOT Analysis of Competitors Clo3d Measurement Alterations Research into Funding

Status Ongoing Ongoing Unstarted Ongoing

Who Zoe Zoe Zoe Georgia

Due By 29/09/21 29/09/21 30/09/21 30/09/21

Reference = for example Look Book Action item = discuss the layout and formatting of the Look Book Status = use the green, amber, red colours to highlight progress Who = name or initials of the person responsible for completing the task Due by = set a deadline afformationuk@gmail.com 143

▪

Team meetings - Fashion Enterprise 2020

Meeting Date:

24/9/21

Meeting Attendees:

▪ Jemma ▪ Zoe ▪ Maria

Absent:

▪ ▪

Minutes taken by:

Zoe (140 minutes)

Next Meeting Date:

04/10/21

▪ Sophie ▪ Georgia ▪

Key points discussed today: ▪ Item 1: Consolidated our design idea after feedback from both Nathalie and Adrian ▪ Item 2: Rebranded and renamed ourselves ▪ Item 3: Identified new area to research New Actions Reference 01/10/21

Action details Start to organise the Business Plan Take Photos inside Selfridges for Research Working out New Finance Options Creating Service Bundles

Status Unstarted Unstarted Ongoing Unstarted

Put up questionnaire on social media Start typing up Branding Development Organise us getting body scanned Create a poll about our logo ideas SWOT analysis of our business Analyse questionnaire results Write up key findings section of the business plan

Unstarted Unstarted Unstarted Unstarted Unstarted Unstarted Unstarted

Assigned to Zoe All Georgia Maria, Jemma Jemma Maria Zoe Sophie Georgia Jemma Jemma

Due By 04/10/21 02/10/21 04/10/21 04/10/21 05/10/21 05/10/21 05/10/21

Points carried over from last meeting Reference 01/10/21

Action Items Finish off SWOT Analysis Finish Returns Research Customising Fitting Room Layout Researching into Legalities Decide on Colour scheme/logo/font’s

Reference = for example Look Book Action item = discuss the layout and formatting of the Look Book Status = use the green, amber, red colours to highlight progress Who = name or initials of the person responsible for completing the task Due by = set a deadline 144

Afformation/Business Plan

Status Ongoing Ongoing Ongoing Ongoing Unstarted

Who Zoe Zoe Sophie Georgia Sophie, Maria

Due By 02/10/21 03/10/21 04/10/21 04/10/21

▪

Team meetings - Fashion Enterprise 2020

Meeting Date:

05/10/21

Meeting Attendees:

▪ Zoe ▪ Maria ▪ Georgia

Absent:

▪

Minutes taken by:

Georgia's (270 minutes)

Next Meeting Date:

07/10/21

▪ Jemma ▪ Sophie ▪

Key points discussed today: ▪ Item 1: Decided on the floor plan/furniture choices for the Pop-up shop ▪ Item 2: Finalised the packages available to customers ▪ Item 3: Worked out the legalities for serving food/drink to customers New Actions Reference 05/10/21

Action details Look into the legalities of Data Protection Create Jackie Presentation How can websites make revenue Finish the rendering of the floor plan Finalise furniture choices and put into costing table

Status Unstarted Unstarted Unstarted Started Started

Type up results of questionnaire Start looking into website layouts/starting to create our own

Unstarted Unstarted

How much does it cost to hire a coder Contact Richard Evans the accountant

Started Started

Assigned to Zoe Zoe Zoe Jemma Maria, Jemma, Sophie Jemma Jemma, Maria, Sophie Zoe Sophie

Due By 30/09/21 08/10/21 08/10/21

Points carried over from last meeting Reference 28/09/21 24/09/21 24/09/21

Action Items Research into Customer Profile Clo3d Measurement Alterations Research into Funding

Status Ongoing Ongoing Ongoing

Who Sophie Zoe Georgia

Due By 08/10/21 12/10/21 30/09/21

Reference = for example Look Book Action item = discuss the layout and formatting of the Look Book Status = use the green, amber, red colours to highlight progress Who = name or initials of the person responsible for completing the task Due by = set a deadline

afformationuk@gmail.com 145

▪

Team meetings - Fashion Enterprise 2020

Meeting Date:

07/10/21

Meeting Attendees:

▪ Zoe ▪ Maria ▪ Georgia

Absent:

▪

Minutes taken by:

Zoe (90 minutes)

Next Meeting Date:

08/10/21

▪ Jemma ▪ Sophie ▪

Key points discussed today: ▪ Item 1: Started organising everyone’s tasks by date ▪ Item 2: Started looking into the layout/creation of the pop-up ▪ Item 3: Started responding to Barbara’s email

New Actions Reference 07/10/21 07/10/21

07/10/21

Action details Looking into menu layouts for handouts Create designs for handouts and business cards Fill out everybody’s individual tasks and gantt chart them Create Clo3D avatars for headshots Do research on Selfridges footfall/London wages and spending habits Start to analyse/write up research Look into cyber security Source Fitting room decorations

Status Unstarted Unstarted Unstarted

Assigned to Sophie Sophie Zoe

Due By 12/10/21 12/10/21 08/10/21

Unstarted Unstarted

Zoe Zoe

12/10/21 08/10/21

Unstarted Unstarted Unstarted

12/10/21 12/10/21 12/10/21

Start outlining the website

Unstarted

Maria Georgia Maria, Jemma, Georgia Jemma

Points carried over from last meeting Reference 07/10/21

Action Items Legalities/costing for trademarks, insurances etc Research into creating revenue from websites Start looking into website layouts/starting to create our own

Status Ongoing Ongoing Unstarted

Finish the rendering of the floor plan

Started

Reference = for example Look Book Action item = discuss the layout and formatting of the Look Book Status = use the green, amber, red colours to highlight progress Who = name or initials of the person responsible for completing the task Due by = set a deadline 146

Afformation/Business Plan

Who Georgia Zoe Jemma, Maria, Sophie Jemma

Due By

▪

Team meetings - Fashion Enterprise 2020

Meeting Date:

07/10/21

Meeting Attendees:

▪ Zoe ▪ Maria ▪ Georgia

Absent:

▪ Sophie

Minutes taken by:

Zoe (210 minutes)

Next Meeting Date:

08/10/21

▪ Jemma ▪ ▪

Key points discussed today: ▪ Item 1: Costings of the pop-up ▪ Item 2: Finished powerpoint together ▪ Item 3: Finished organising everyone using critical path

New Actions Reference 07/10/21 07/10/21

07/10/21

Action details Looking into menu layouts for handouts Create designs for handouts and business cards Fill out everybody’s individual tasks and gantt chart them Create Clo3D avatars for headshots Do research on Selfridges footfall/London wages and spending habits and put into Maria’s research Starting Marketing Strategy Create poll about the most popular package we offer

Status Unstarted Unstarted Unstarted

Assigned to Sophie Sophie Zoe

Due By 12/10/21 12/10/21 08/10/21

Unstarted Unstarted

Zoe Zoe

12/10/21 08/10/21

Unstarted Unstarted

Jemma Jemma

Points carried over from last meeting Reference 07/10/21 07/10/21

Action Items Legalities/costing for trademarks, insurances etc Research into creating revenue from websites Continue to write up/analyse research Start looking into website layouts/starting to create our own

Status Ongoing Ongoing Ongoing Unstarted

Finish the rendering of the floor plan

Started

Who Georgia Zoe Maria Jemma, Maria, Sophie Jemma

Due By

Reference = for example Look Book Action item = discuss the layout and formatting of the Look Book Status = use the green, amber, red colours to highlight progress Who = name or initials of the person responsible for completing the task Due by = set a deadline afformationuk@gmail.com 147

▪

Team meetings - Fashion Enterprise 2020

Meeting Date:

11/10/21

Meeting Attendees:

▪ Zoe ▪ Maria ▪ Georgia

Absent:

▪ Sophie

Minutes taken by:

Georgia (110 mins)

Next Meeting Date:

12/10/21

▪ Jemma ▪ ▪

Key points discussed today: ▪ Item 1: Recap of what everyone has done this week.

▪ Item 2: Discussing layout of Business Plan/CV Template. Maria started working on Business Template with a color palette.

▪ Item 3: New Actions Reference 11/10/21 11/10/21

Action details Do Owners Background Do CV Template in Afformation Style Evaluate Poll on most popular package Edit promotional video

Status Unstarted Unstarted Unstarted Unstarted

Assigned to ALL ALL Jemma Jemma

Due By 14/10/21 14/10/21

Points carried over from last meeting Reference 07/10/21 07/10/21 07/10/21 07/10/21 07/10/21 07/10/21

Action Items Legalities/costing for trademarks, insurances etc Research into creating revenue from websites Continue to write up/analyse research Looking into menu layouts for handouts Create designs for handouts and business cards Create Clo3D avatars for headshots Starting Marketing Strategy

Reference = for example Look Book Action item = discuss the layout and formatting of the Look Book Status = use the green, amber, red colours to highlight progress Who = name or initials of the person responsible for completing the task Due by = set a deadline

148

Afformation/Business Plan

Status Ongoing Ongoing Ongoing Ongoing Ongoing Ongoing Ongoing

Who Georgia Zoe Maria Sophie Sophie Zoe Jemma

Due By

12/10/21 12/10/21 12/10/21

▪ Meeting Date:

12/10/21

Meeting Attendees:

▪ Zoe ▪ Maria ▪ Georgia

Absent:

▪

Minutes taken by:

Zoe (270 mins)

Next Meeting Date:

13/10/21

Team meetings - Fashion Enterprise 2020

▪ Jemma ▪ Sophie ▪

Key points discussed today: ▪ Item 1: Zoe completed the body scanning unit ▪ Item 2: Completed 1-on-1’s with everybody ▪ Item 3: Worked out EXACTLY what everyone needs to do and when for hand in New Actions Reference 12/10/21

Action details Complete top 3 SWOT analysis Complete SWOT for website layout, social media layout and videos/lookbooks Create visuals for fitting room Start creating website Overlook website Sort out all references Put all avatars into Clo3D Alter customer profile visuals Turn facts throughout business plan into infographics Put Jemma’s to do list into meetings

Status Unstarted Unstarted

Assigned to Zoe Sophie

Due By 14/10/21 15/10/21

Unstarted Started Unstarted Started Unstarted Unstarted Started

Sophie Jemma Sophie Sophie Zoe Sophie Maria

18/10/21 20/10/21 20/10/21 20/10/21 15/10/21 20/10/21 20/10/21

Unstarted

Zoe

18/10/21

Points carried over from last meeting Reference 07/10/21 07/10/21 11/10/21 11/10/21

Action Items Research into creating revenue from websites Looking into menu layouts for handouts Create designs for handouts and business cards Do Owners Background Do CV Template in Afformation Style

Status Ongoing Ongoing Ongoing Unstarted Unstarted

Who Zoe Sophie Sophie ALL ALL

Due By 15/10/21 15/10/21 14/10/21 14/10/21

Reference = for example Look Book Action item = discuss the layout and formatting of the Look Book Status = use the green, amber, red colours to highlight progress Who = name or initials of the person responsible for completing the task Due by = set a deadline afformationuk@gmail.com 149

▪ Meeting Date:

14/10/21

Meeting Attendees:

▪ Zoe ▪ Maria ▪ Georgia

Absent:

▪

Minutes taken by:

Zoe (180 mins)

Next Meeting Date:

15/10/21

Team meetings - Fashion Enterprise 2020

▪ Jemma ▪ Sophie ▪

Key points discussed today: ▪ Item 1: Sophie completed the body scanning unit ▪ Item 2: Redesigned the colours for our branding ▪ Item 3: New Actions Reference 14/10/21

Action details Complete top 3 SWOT analysis Complete SWOT for website layout, social media layout and videos/lookbooks Overlook website Sort out all references Alter customer profile visuals Put Jemma’s to do list into meetings

Status Unstarted Unstarted

Assigned to Zoe Sophie

Due By 14/10/21 15/10/21

Unstarted Started Unstarted Unstarted

Sophie Sophie Sophie Zoe

20/10/21 20/10/21 20/10/21 18/10/21

Points carried over from last meeting Reference 07/10/21 07/10/21

Action Items Research into creating revenue from websites Looking into menu layouts for handouts Create designs for handouts and business cards Create visuals for fitting room Start creating website

Reference = for example Look Book Action item = discuss the layout and formatting of the Look Book Status = use the green, amber, red colours to highlight progress Who = name or initials of the person responsible for completing the task Due by = set a deadline

150

Afformation/Business Plan

Status Ongoing Ongoing Ongoing Unstarted Started

Who Zoe Sophie Sophie Sophie Jemma

Due By 16/10/21 15/10/21 15/10/21 18/10/21 20/10/21

▪ Meeting Date:

15/10/21

Meeting Attendees:

▪ Zoe ▪ Maria ▪ Georgia

Absent:

▪

Minutes taken by:

Zoe (60 mins)

Next Meeting Date:

15/10/21

Team meetings - Fashion Enterprise 2020

▪ Jemma ▪ Sophie ▪

Key points discussed today: ▪ Item 1: New tutorial presentation, as well as evaluating our task list from the last tutorial ▪ Item 2: Worked out how we can assist Sophie the best with her workload ▪ Item 3: New Actions Reference 12/10/21

Action details Overlook website Sort out all references Alter customer profile visuals Put Jemma’s to do list into meetings

Status Unstarted Started Unstarted Unstarted

Assigned to Sophie Sophie Sophie Zoe

Due By 20/10/21 20/10/21 20/10/21 18/10/21

Points carried over from last meeting Reference 07/10/21

Action Items Looking into menu layouts for handouts

Status Ongoing

Who Sophie

Due By 15/10/21

Reference = for example Look Book Action item = discuss the layout and formatting of the Look Book Status = use the green, amber, red colours to highlight progress Who = name or initials of the person responsible for completing the task Due by = set a deadline

afformationuk@gmail.com 151

▪ Meeting Date:

15/10/21

Meeting Attendees:

▪ Zoe ▪ Maria ▪ Georgia

Absent:

▪ Sophie

Minutes taken by:

Zoe (120 mins)

Next Meeting Date:

18/10/21

Team meetings - Fashion Enterprise 2020

▪ Jemma ▪ ▪

Key points discussed today: ▪ Item 1: Worked out which tasks we can remove from the list to do ▪ Item 2: Finished pricing of outgoings and incomings ▪ Item 3: New Actions Reference 12/10/21

Action details Overlook website Sort out all references Alter customer profile visuals Put Jemma’s to do list into meetings

Status Unstarted Started Unstarted Unstarted

Assigned to Sophie Sophie Sophie Zoe

Due By 20/10/21 20/10/21 20/10/21 18/10/21

Points carried over from last meeting Reference 07/10/21

Action Items Looking into menu layouts for handouts

Reference = for example Look Book Action item = discuss the layout and formatting of the Look Book Status = use the green, amber, red colours to highlight progress Who = name or initials of the person responsible for completing the task Due by = set a deadline

152

Afformation/Business Plan

Status Ongoing

Who Sophie

Due By 15/10/21

▪ Meeting Date:

18/10/21

Meeting Attendees:

▪ Zoe ▪ Maria ▪ Georgia

Absent:

▪ Sophie

Minutes taken by:

Zoe (390 mins)

Next Meeting Date:

19/10/21

Team meetings - Fashion Enterprise 2020

▪ Jemma ▪ ▪

Key points discussed today: ▪ Item 1: Finish the promotional video ▪ Item 2: Georgia is close to completing section 8 ▪ Item 3: Completed Rob presentation and script New Actions Reference 18/10/21

Action details Fit jeans to an avatar and find the stress points 5 year plan Finish referencing Complete section 8 Start Social Media posts

Status Unstarted Unstarted Unstarted Ongoing Unstarted

Finish leaflet Start lookbook video

Unstarted Unstarted

Practice Rob script for presentation

Ongoing

Assigned to Zoe Zoe Zoe Georgia Maria, Jemma Jemma Maria, Jemma Sophie

Due By 19/10/21 20/10/21 22/10/21 22/10/21 20/10/21 20/10/21 22/10/21 21/10/21

Points carried over from last meeting Reference 07/10/21

Action Items Put Jemma’s to do list into meetings

Status Started

Who Zoe

Due By 18/10/21

Reference = for example Look Book Action item = discuss the layout and formatting of the Look Book Status = use the green, amber, red colours to highlight progress Who = name or initials of the person responsible for completing the task Due by = set a deadline

afformationuk@gmail.com 153

▪

Team meetings - Fashion Enterprise 2020

Meeting Date:

19/10/21

Meeting Attendees:

▪ Zoe ▪ Maria ▪ Georgia

Absent:

▪ Sophie

Minutes taken by:

Jemma (390 mins)

Next Meeting Date:

20/10/21

▪ Jemma ▪ ▪

Key points discussed today: ▪ Item 1: ▪ Item 2: ▪ Item 3: New Actions Reference 18/10/21

Action details 5 year plan Finish referencing Start Social Media posts

Status Unstarted Unstarted Unstarted

Finish leaflet Start lookbook video

Unstarted Unstarted

Practice Rob script for presentation Fill out the photography consent form Tidy up zoom transcription and use in ‘Business Summary’ section of business plan Use tidied transcription for the script for friday

Ongoing Unstarted Unstarted

Assigned to Zoe Zoe Maria, Jemma Jemma Maria, Jemma Sophie ALL Zoe

Unstarted

Zoe

Due By 20/10/21 22/10/21 20/10/21 20/10/21 22/10/21 21/10/21

Points carried over from last meeting Reference 07/10/21

Action Items Put Jemma’s to do list into meetings Fit jeans to an avatar and find the stress points

Reference = for example Look Book Action item = discuss the layout and formatting of the Look Book Status = use the green, amber, red colours to highlight progress Who = name or initials of the person responsible for completing the task Due by = set a deadline

154

Afformation/Business Plan

Status Started Unstarted

Who Zoe Zoe

Due By 18/10/21 19/10/21

▪ Meeting Date: Meeting Attendees:

Absent: Minutes taken by: Next Meeting Date:

Team meetings - Fashion Enterprise 2020

22/10/21 ▪ Zoe ▪ Maria ▪ Georgia

▪ Zoe (60 mins)

▪ Jemma ▪ Sophie ▪

20/10/21

Key points discussed today: ▪ Item 1: Consolidated Jackie's feedback and decided what amendments needed to happen ▪ Item 2: ▪ Item 3: New Actions Reference 18/10/21

Action details Amend Video lookbook Some Changes to ‘Plan B’ Change Clo3D models to an older woman Consolidate whole business plan Add table titles Update CV’s

Status Unstarted Started Unstarted Started Unstarted Started

Assigned to Jemma Zoe Zoe Zoe, Maria Zoe, Maria ALL

Due By 05/11/21 05/11/21 05/11/21 05/11/21 05/11/21 05/11/21

Points carried over from last meeting Reference

Action Items

Status

Who

Due By

Reference = for example Look Book Action item = discuss the layout and formatting of the Look Book Status = use the green, amber, red colours to highlight progress Who = name or initials of the person responsible for completing the task Due by = set a deadline

afformationuk@gmail.com 155

13.4 RESEARCH NUMBER DATE 1

26/09/21

APPENDICES EVIDENCE TEAM MEMBERS CVS

MANAGING DIRECTOR

Zoe

available to relocate

Personal Details I am currently beginning my final year of study at Manchester Metropolitan University where I plan to expand my knowledge on zero waste design and other sustainable fashion design methods. I am well trained on Clo3d, Gerber and Computer Aided Design, allowing me to design my final collection with as little waste as possible. Communication and Organisation are strengths of mine that I have put into practice during my time at A.T. Studio while on work placement.

Qualifications

2018-present: Manchester Metropolitan University 3rd Year BA (Hons)Fashion Design and Technology: Womenswear I have just completed my placement year in industry where I was working as a production/design intern at world renowned A.T. Studios, established by Aitor Throup. My roles during this internship included conducting Quality Control tests on garments, organising, and distributing stock to suppliers and creating specification packs with included CAD illustrations and measurements. I also assisted within the Atelier department, which is focused on couture, handmade garments, where I focused on hand sewing and creative pattern making.

2017-2018: Carlisle College-Foundation Diploma in Art and Design Grade: Distinction 2015-2017: Trinity Sixth Form-A-Levels Art: A* Product Design: A English Literature: C 2010-2015: Richard Rose Morton Academy-GCSE’s Achieved: 12 GCSE’s A*-C

Achievements ▪ ▪ ▪ ▪ ▪ ▪

Winner of the Puma X Man City Pride Jersey competition 2019 Student Rep for Fashion Design and Technology Level 5 2019 Outerwear Project Selected to be displayed at Grosvenor Gallery, Manchester 2019 Selected Participant of Puma Sprint 2020, unfortunately cancelled due to Covid 19 Selected to internationally exhibit my work created for a MMU x BIFT live brief 2020 In the Final 3 for a placement with Marks & Spencer Childrenswear Design in Indonesia 2020, but it was unfortunately cancelled due to Covid 19

Volunteering

Member of the first Level 4 student-lead committee team organising an End of Year Show.

Duties included: ▪ Assisting with the creation and design of posters 156

Afformation/Business Plan

▪ ▪ ▪

Overseeing catering for models, working to a strict budget and dietary requirements Scouting locations to use for the show Assisting with the setup of the event

Experience

2020-2021: A.T Studio (Product Design Assistant) ▪ Quality Controlling garments to be sent out to distributors ▪ Creating factory-standard specification packs for print placement on garments ▪ Creating and altering patterns for the atelier ▪ Attending fitting sessions to assess and alter garment fits and print placements ▪ Trained on the inventory management software Zedonk 2019-Present: Manchester Metropolitan University (Fashion and Business Club) ▪ Supporting students during practical tasks, including creation of portfolios, illustrations and samples ▪ Assisting teaching staff in sessions, including setting up tasks, presentations 2018-Present: Manchester Metropolitan University (Student Ambassador) ▪ Accommodation guide for university accommodation.

▪ Walking potential students to different types of accommodation and showing them my personal flat and the facilities included.

▪ Currently helping to advertise my course with open day stalls and tours around the fashion building premises-including the design rooms, sewing rooms and Innovation Centre.

2014-present: Fontanas Fish and Chip shop: Kitchen Assistant/Serving Staff ▪ Employed as both kitchen assistant staff and serving staff, allowing development of a range of skills suitable in the workplace including; food safety and hygiene standard cleaning, prepping food in the kitchen and serving customers in front of house.

▪ Increased customer service skills throughout employment as the business has expanded.

▪ Remained employed throughout staff upheaval/rehiring and leaving home for University.

▪ Frequently contacted by managers when I return home to fill spare shifts.

Skills ▪ ▪ ▪ ▪ ▪ ▪ ▪

Course related skills: CAD (Gerber), pattern cutting, hand embroidery, factorystandard specifications, design portfolio creation Proficient in Clo3D Proficient in Zedonk MS Office (Word, Powerpoint, Publisher, Excel) Adobe (Photoshop, Illustrator) Languages: Native English British driving licence

afformationuk@gmail.com 157

MARKETING DIRECTOR

158

Afformation/Business Plan

OPERATIONS AND FINANCE DIRECTOR

afformationuk@gmail.com 159

CREATIVE DIRECTOR

160

Afformation/Business Plan

afformationuk@gmail.com 161

DESIGN DIRECTOR

162

Afformation/Business Plan

2

28/09/21

SWOTT ANALYSIS

Company/A Strengths pp

Weaknesses

Opportunities

Threats

ASOS Fit Assistant/ Fit Analytics

-On both Website and App -Uses previous customers data to give you a recommended size -Very clear pop up display advertising it on the website -Recommended sizes can be manually changed

-Not in person -Doesn’t use definite measurements -Recommended sizes may not always be correct -It isn’t totally based on you, other customers actions are included which doesn’t make it totally personal -Can’t visualise what the garments would look like on you

-Afformation allows for totally accurate measurements -Afformation provides a total personalised experience for the customer

-The customer cannot change sizes by themselves- they have to come into store -Very good branding and exposure. If you are shopping on Asos already you won’t need to use Afformation’s website to see what fits you better, while theirs pops up automatically.

Fit:Match

-Claims to have 93% accuracy -Hides other garments that don’t fit your body type -Can be used with 10+ fit technology including body scanners, mobile scanners and fit surveys -Real time data and analytics is fed to the brand -Tells the customer where the garments will be loose or fit

-Hides other garments that don’t fit your body shape -Relies on the retailer or customer having the equipment for body scanning -You can’t see what the garment will look like on you before buying -No real evidence on which brands are using the widget -Doing the measuring from home could result in incorrect measurements being recorded -Can’t visualise what the garments would look like on you

-Afformation provides the equipment to the customer.

It could be expensive or hard to use without the concession stand.

-You can't see what you would look like in the garment.

Afformation would provide a visual avatar of yourself -partnering with a large department store selling a wide range of brands creates a lot of choice for the

-Cheaper running as the customer or client provides the equipment -Providing positive data to a retailer will encourage them to keep using them -Proven to work well already

afformationuk@gmail.com 163

customer

164

True Fit

-Easy to understand depiction of what fits and what doesn't -Other people's measurements can be added to your profile for future gifts -Covers menswear, womenswear, childrenswear and footwear -Feedbacks to brands about which garments aren’t fitting to an industry standard

-Has to be employed by the retailer you want to shop with.

-Gets its data about the customer from a short survey when you sign up. But no actual measurements are added, just questions like ‘which brand is your best fitting top?’

-Can’t visualise what the garments would look like on you

-Afformation’s measurements are a lot more accurate -Very little questioning of the user and their opinion; it could feel inaccurate to them

-They plan to integrate their programmes with smart mirrors -Already partnered with 200+ brands

EasyTry

-Can visualise what the garments will look like on you -The user uploads a photo of themselves from their phone library. They will likely choose the most flattering one -Average order growth through using EasyTry is 10%

-The imagery is not very accurate to how the user would actually wear it -Your photo replaces the actual website image. This could be bad for future visualisation -Only works for single items at a time -’Cut and stick’ approach is taken for the visualisation

-Afformation’s visualisation is 3D modelled and so will actually show how it fits the user -Shows stress points of the garment on the body so there is a better idea of fit.

-The customers will be able to see their actual bodys trying on the garments. This could be good for people wanting to see how a garment will look paired with their skin/hair colour for example

My size

-Catches the customers measurements using smartphone sensors, without the need of a camera -Covers lingerie, workwear, childrenswear, plus size, denim,

-Not only focused on clothing. It is also used for furniture, packaging and apartments. So it isn’t focused on fashion -No actual measurements are given, only your age,

-They rely on their customers measuring themselves accurately This could result in incorrect measurements being recorded

-Activates as a widget on their partners website so they have more chance of customers using the programme

Afformation/Business Plan

sustainable and footwear

gender, height and weight. This isn't very accurate -They don’t cater to just basic womenswear or menswear. Only specialised areas

Metail

-Projects the garment onto 3d mannequins to give a realistic visual -Can project the garments onto real people realistically

-3d visuals can’t be moved around. It is a static image -Doesn’t currently have avatar creation as an option. All models are precreated and not based on ‘real’ people

-Afformation includes the customers measurements in the Avatars, giving them a better idea of how the garments will look

-Plans to introduce VR will put it ahead of other 3d garment modelling softwares

Fitizzy

-15 million registered products and more than 1000 referenced brands -They have in store scanners installed in some retailers locations

-Only works off your age, height, and weight and then the customer chooses the body shape that best matches them on screen. This doesn’t allow for a lot of diversity -No 3D modelling for garments is created -You have to input the same data on every garment you look at on the websites

-The 3D avatar is not customisable for the customer -The garment is stretched onto the flat avatar image, not actually moulded to the body

-It is very easy for them to jump ahead of 3D avatars because it's faster for them to scan in new garments.

afformationuk@gmail.com 165

3

166

29/09/21

Afformation/Business Plan

FUNDING RESEARCH

afformationuk@gmail.com 167

168

Afformation/Business Plan

4

7/10/21

INSURANCE RESEARCH

afformationuk@gmail.com 169

170

Afformation/Business Plan

afformationuk@gmail.com 171

5

172

12/10/21

Afformation/Business Plan

PERSONAL SHOPPER CONSENT LETTER

6

12/10/21

ACCOUNTANT CONSENT LETTER

afformationuk@gmail.com 173

7

174

12/10/21

Afformation/Business Plan

PAYMENT INTEGRATION

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176

Afformation/Business Plan

afformationuk@gmail.com 177

178

Afformation/Business Plan

afformationuk@gmail.com 179

8

180

20/10/21

Afformation/Business Plan

MARKETING STRATEGY

afformationuk@gmail.com 181

182

Afformation/Business Plan

afformationuk@gmail.com 183

184

Afformation/Business Plan

9

20/10/21

VIDEO RESEARCH

afformationuk@gmail.com 185

186

Afformation/Business Plan

10

22/10/21

LEGAL ADVISOR AGREEMENT LETTER Friday 22nd October 2021

To whom it may concern,

RE: Afformation Legal Advisor

I, Amy Wardlow, would like to offer my services as a freelance solicitor to the new, start up business Afformation.

As agreed with the Managing Director and the Operation & Finance, I will work free of charge as a solicitor for the first year of trading of Afformation.

If you require any further information, please do not hesitate to contact me on 07538547652.

Kind Regards,

Amy Wardlow Amy Wardlow

11

1/11/21

LIVING IN LONDON

Amy Wardlow 07538547652 Freelance Solicitor

afformationuk@gmail.com 187

+07712345678 Afformationuk@gmail.com www.afformation.uk

THANK YOU!