Olive Clothing Brand Report Spring 2019

OLIVE B RA N D R E PO RT S P R I NG 2 0 1 9

Fashion Branding and Communication Natalie Evans

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CONTENTS Executive Summary

PAGE 4

About the Brand

PAGE 8

About the Consumer

PAGE 16

About the Product

PAGE 20

About the Locatiom

PAGE 24

About the Communication

PAGE 28 Conclusion

PAGE 30 Bibliography

PAGE 34

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High Price

High Quality

Low Price

Low Quality

As Globalisation and technology-development relentlessly persist, there has been a shift in consumer desire. Fast fashion and unsustainable practises are becoming more criticised in the media, leading to a surge in the number of ethical clothing brands that offer quality, on-trend items. The movement away from purchasing inexpensive clothes on mass, has meant that people wish to spend more for clothes that are durable and will remain stylish, in spite of the industry’s rapidly shifting trends.

1. E X E C U T I V E SU M MA RY Olive is a British contemporary clothing brand, founded by married couple, Rohan and Ji Seon Moore, in 2013. Its headquarters and flagship store are situated in Cheltenham, Gloucestershire, however it manufactures with an international customer in mind (shipping to every country in the world) . As a Middle Market brand, it specialises in providing affordable yet luxurious products, that are in keeping with its minimalistic, elegant designs that stand the tests of time. Like many current brands, it values its corporate consciousness and sustainability highly. In the early design stages of the brand, brighter coloured fabrics and embroidery was used, however now neutral shades and clean lines dominate. Their jewellery and accessory lines have also expanded.

Despite originating as a familyled, localised business, Olive has developed a relatively large social media following, with 265,000 followers on Instagram, 287,000 on Facebook, over 2,000 on Twitter, and 6,600 on Pinterest, which continues to grow on a daily basis.

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2. A B O U T T H E BRAND 2.1. BRAND VALUES At the centre of Olive’s values is sustainability. It prioritises corporate responsibility to ensure its products are ethicallymade, aligning with its target customers’ principles. The Olive website’s home page emphasises how important this is to the brand and customer alike, with the link to their sub-page ‘Corporate Conscience’ being located clearly second on the menu at the bottom of the page. There, the brand’s social responsibility is underlined as a key value, with them having a good relationship with their supply chain, fair pay, and guaranteeing transparency to their customers .

The service its ‘vibrant international’ customer receives is also of the upmost significance to Olive, who share the company’s ‘values and aspirations’ . This is illustrated by the easily-accessible menu options that are dedicated purely to different aspects of online customer service, such as the Delivery, Returns, Sizing and Secure Payments sub-pages.

There is also a 24/7 ‘Help’ Contact message box in the lower right-hand corner of the website, relaying how customer service is core to Olive’s values.

Moreover, the loyalty to the brand’s independent style is also of key importance. In a world of many ethical-fashion business start-ups, it is Olive’s refined minimalistic and functional pieces that set them apart from their competition and feed their consumers’ requirements. Its logo also reveals this value, highlighting that the brand’s design dually revolves around ‘contemporary clothing and lifestyle’ and British heritage (where the company was ‘established’).

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2.2. BRAND IDENTITY The Olive brand’s logo instantly refers to its minimalistic nature. The font used is sans serif, reflecting how it is a ‘contemporary lifestyle’ brand, however it also has a simplistic feel, and is complimented by a vintage serif font on the website, perhaps reiterating the constant allusion to British heritage. The letters themselves are spaced out and slender with little curvature, which exhibits the clean lines and serviceable nature of Olive’s clothing. The logo’s colours are similarly austere, with the black font being juxtaposed against a white background, which parallels with the website’s simplistic design and the neutral-coloured dyes used in the clothing.

The visual identity of Olive has been maintained throughout its short lifespan. The washed-out colour spectrum is made clear, both on their website and on their social media, in particular Pinterest and Instagram. The designs have remained basic and workable, with efficient use of sustainable fabric fibres, such as organic cotton and linen. Despite the brand’s higher price point, the designs have avoided becoming ostentatious, in terms of colour and pattern, and have remained true to the values of the brand; quality over quantity.

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2.3. BRAND PERSONALITY The imagery used by Olive illuminates how, despite being a brand that focuses on minimalism and functionality, they want to convey a sense of warmth and hospitality to their customers when visiting their flagship store, social media or their website. The use of warm, natural colours such as beiges, dusky pinks, lemon yellows and off-whites relay how they are devoted to their customers, and how they want their products to not only be sophisticated for the modern-day person, but also playful.

This playful sophistication is also evident through their tone of voice when communicating to customers. Olive’s product descriptions and its ‘About’ page are concise, yet relatively informal which welcomes the viewer into the website, drawing a direct connection between consumer and founder, Rohan Moore, whose voice comes through in much of the ‘Corporate Conscience’ page. This is very reflective of how the company is family-run and has an intimate approach, not only online, but also instore, with its shabby-chic, vintage décor and accessories. Subsequently, the brand’s personality, with its ‘understated elegance’ , is conveyed through much of its visual communication.

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Flagship Store: 7 Pittville Street, Cheltenham

Gift Cetificates instore and online

Free UK Delivery over £95

Artist Collaborations i.e. 80 limited edition cactus-design tote bags by resident artist, Rikki Hewitt

2.4. BRAND TO

‘Sale’ Section on Website

Simple Website Design Easy Access to New Stock, Womenswear, Menswear, Accessories, Jewellery and Sale

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Online Lookbook

‘Help’ Contact Message Box (located bottom right of webpage) Email Newsletter Subscription

Facebook updated once daily during evening peak times (@ oliveclothing and @olivemenswear)

Instagram updated once daily, Instagram Story updated multiple times daily (@oliveclothing, @olivemenswear, @olivecheltenham) Pinterest last updated 2 months ago (not updated regularly, however still gets 160,000 monthly unique viewers)

Social Media

Twitter no longer updated daily (updates every few months, mainly used as a place for customer queries, feedback and answers - @oliveclothinguk)

Window and Instore Displays - instore visual merchandiser, also shared to Instagram (@olivecheltenham)

OUCHPOINTS

Press Coverage e.g.

Harper’s Bazaar Feature

Paid Social Media Advertising on Facebook and Instagram Simple Returns free, recycled packaging to be returned within 14 days

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2.3. BRAND RECEPTION

Harper’s Bazaar Feature: 12 Affordable Online Boutiques Fashion Editors Are Obsessed With Amy de Klerk, 18/03/2019 “British-based Olive Clothing is known for its sheer simplicity and understated elegance. Think preppy dresses, dungarees and chic knitwear that are made for cosy weekends in the countryside. We got there for: Ethically made fashion and comfortable knitwear.”

Ace & Boogie Feature: Brand to Know – Olive Clothing Emily Beeson, 13/09/2017 “Forget pandering to the weird world of questionable trends. With a couple of men’s capsule collections containing only lovely-looking basics and a larger range of brilliantly coordinated womenswear with gender-fluid twists, natural palettes and minimalist silhouettes, this label is one we’ll be holding close to our hearts for seasons to come.”

Lizzie Pike, Facebook, 04/03/2017 “Thank you for a lovely shopping experience in your store […] the lady who served me was very lovely and helpful! Can’t wait for you to have a store in London! Will have to save up lots of money again though.`”

@floisme, Mumsnet “They look interesting, especially in view of the general decline in high street quality […] the one size does look a bit bamboozling but some of the stuff is sized S/M/L. I also had a look at their ethical statement and I like it that (unlike a lot of the high street) they’re honest about how hard it is to keep track of suppliers while staying competitive.”

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Survey Results Have you ever heard of Olive Clothing?

8% Yes 92% No

Demographic Data Gender: 71% Female 29% Male

Have you ever bought from Olive Clothing?

0% Yes, online 0% Yes, instore 100% No

Age: 4% 17 or younger 83% 18 - 24 12% 45 - 54

Looking at their website and Instagram, how would you rate their style?

8% * 12% ** Weighted Average: 38% *** 3.25 Stars 29% **** 12% ***** How would you describe the value of Olive’s products?

0% Very cheap 38% Average Price 62% Very Expensive How important is sustainability for you when buying from fashion brands?

8% Extremely important 83% Somewhat important 8% Not important at all Which of the following competitor brands have you heard of?

42% Whistles 100% Fat Face 21% COS 4% Sezane 75% All Saints 8% Toast 8% ARKET 21% & Other Stories 42% Anthropologie 8% Veryan Would you shop from Olive Clothing?

33% Yes 67% No How would you rate this brand’s communication?

(Social Media, Website Design, Newsletter, Window Displays, Lookbooks etc.)

4% * 8% ** Weighted Average: 17% *** 3.62 Stars 62% **** 8% *****

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Comments & Feedback “[I would shop from Olive Clothing because] I love the style” “I would consider buying something cheap, but a lot of the clothing is out of my price range” “The clothes are [too] basic for [the] price” “The style of clothing doesn’t appeal to me and is too expensive” “The quality looks good so I might shop there for formal clothes but in general it is a bit out of my price range and not casual enough for my everyday style” “[I would not shop from Olive because] the clothing is too expensive and I don’t like the overly baggy look”

3.1. CONSUMER PROFILE 1 Gender: Female Age Range: 21-40 Generation(s): Millennials, Generation X Ethnicity: All Marital Status: Committed Relationship/Newly Married Life Stage: Bachelor/Newly Married/Full Nest 1 Occupation: PR/Fashion Industry Management/Social Media Influencer/Fashion Business Owner Education: Degree i.e. Fashion Marketing/Business Income: £18,000 - £36,000 Spending Habits: Consumer 1 is a conscious customer, who will spend more money on certain items to ensure they are ethically crafted, such as one-off clothing pieces that are of good quality and are long-lasting. They are advocates of the movement away from fast fashion as environmental and social concerns arise in the industry. They purchase from trustable, middle market brands, usually those that are predominantly online due to their busy work and family schedule, such as COS, ARKET, Toast, All Saints, Sezane, Lucy & Yak, Fat Face and & Other Stories.

Lifestyle: Consumer 1 enjoys socialising with family and friends, particularly those that share their interest in keeping up to date with environmental and political events and movements in the world. They tend to eat and drink at independent bars and cafés when they find the time to go out in the evenings and breaks during work and advocate the maintaining of a healthy mind and body. They may be an influencer regarding this on social media platforms i.e. Instagram or run their own blog.

They work full-time, tending to live on the outskirts of a large town or city with their family, of which they commute in and out of for work. They read independent creative and feminist magazines such as The Gentlewoman and Oh Comely and listen to quirky new artists, for instance Corinne Bailey Ray and Billie Eilish. They subscribe to Netflix and enjoy watching historical dramas such as The Crown and Victoria, and original programmes, like Stranger Things.

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3. A B O U T T H E C O17N S U M E R

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3.2. CONSUMER PROFILE 2 Gender: Male Age Range: 25-40 Generation(s): Millennials, Generation X Ethnicity: All Marital Status: Committed Relationship/Newly Married Life Stage: Bachelor/Newly Married/Full Nest 1 Occupation: Managerial/Assistant Manager i.e. in Sustainable Energy Company/Innovative Industry Education: Degree i.e. Marketing/Business/Entrepreneurship Income: £18,000 - £45,000 Spending Habits: Consumer 2 is also a conscious consumer, both environmentally and financially. They like to buy one-off, more expensive clothing pieces for workwear and occasion-wear and thus build up their wardrobes over a long period of time. They would much rather purchase a good quality t-shirt or pair of jeans than a number of cheap pairs from value retailers and mass market brands.

They are creative, innovative thinkers and thus have an edgy, quirky style and don’t like to spend money on products that everyone else may own. They enjoy shopping in places like COS, All Saints, Superdry, ARKET, John Lewis, Ralph Lauren, Paul Smith and Folk.

Lifestyle: Consumer 2 enjoys socialising with friends in British heritage pubs, hotels and bars. They have strong political opinions, particularly relating to their occupational industry and the environment. Their spare time is spent in the gym and focusing on eating healthy; they believe in equal parenting and therefore tend to split childcare duties with their significant other as both are full-time workers in challenging jobs. They enjoy cooking and entertaining friends at home, just as they enjoy going out. Due to their job, they have learnt to take a great interest in their personal appearance and presentation. They listen to vintage, indie and alternative music genres and often own a vinyl collection, which includes bands such as Joy Division and Oasis. They enjoy reading Fantastic Man and Men’s Fitness magazines and watch quirky TV dramas with their partners such as Stranger Things, The Umbrella Academy and Game of Thrones.

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4. A B O U PROD

4.1. PRODUCT RANGE Annually, Olive produces two ranges; Spring/Summer and Autumn/Winter. This means that their items are seasonally on trend and wearable, whilst also ensuring they do not take part in the fast fashion industry. The ranges are released over an extended period of time during both seasons, rather than all together at the start of them, which results in each independent design being given a ‘Spotlight’ , such as the S/S19 ‘long sleeve baby doll dress’. This means customers stagger their purchases, preventing them buying on mass, hence aiding the brand’s environmental impact. Each collection also comes out with complimentary accessories, such as jewellery, shoes and bags, which are documented alongside the clothing on the brand’s Instagram profile and through the visual merchandising instore. The ‘Spotlight’ feature on the website sustains Olive’s personal and intimate relationship with its customer. It reveals much about the design process, colour palette and accessories relating to the product, while also providing further imagery and videography of the product in action. This is predominantly for the customer, in order for them to see how the showcased-piece of the collection moves, its quality and its colouring.

The most recent collection is easy to view on the brand website, as the ‘New’ sub-page is located at the top of the homepage, first on the menu. This is then divided into Women and Men. However, Olive does not solely divide its collections by seasonality; it also groups them together in product type (tops, dresses, knitwear etc.) and in product style (stripes, utility, embroidery etc.), which additionally provides ease of access to customers looking to buy a specific item, and not looking to scroll through entire collections at once. This is useful for Olive’s consumer who lead a demanding lifestyle and do not have a lot of time to shop online.

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UT THE D UC T

4.2. PRODUCT DESIGN The overall style of Olive is one of simplicity, minimalism and functionality. All of its products are scrupulously designed to achieve their seamless look and clean lines, with the purpose of manufacturing both workwear and social items in order to fulfil the requirements of its modern, working consumer. This is evident on their ‘Spotlight’ page, whereby the initial product designs and colour swatches are heavily annotated, to explain the reasoning behind their construction. The products tend to be ‘one size’, ‘S’, ‘M’ and ‘L’, however in each individual product description, a sizing and fitting guide is offered so that UK/International sizes still can be applied.

The womenswear tends to be un-patterned and is fairly regulated in terms of colours, which seem to mimic the shades of the natural environment, with warm earthy pinks, peaches, beiges, yellows and pastel mints and blues. The cut is boxy with little ornamentation, however some layering and frills are used in the skirts and dresses, although they avoid extravagance. The sleeves are oversized and rounded, though not ballooned so as to remain in keeping with the minimalistic style. The product imagery tends to accessorise the clothes with traditional heritage brogues, headscarves and understated jewellery. Necklines tend to be boat or rounded and collars are sailor or Peter Pan, which reflect Olive’s brand personality of ‘understated elegance’ and ‘playfulness’ .

The menswear is similarly in keeping with their British heritage, vintage and simplistic themes. The designs do not shy away from monochromatic looks of off-white, tan and cream. The t-shirts and sweatshirts tend to be worn oversized and tucked into clean-cut, high-waisted trousers and paired with brogues, ultimately achieving a smart-casual quality. Tweed, plaid checks and stripes are used intermittently in the menswear design, in contrast to the womenswear.

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4.3. PRODUCT PACKAGING Olive’s packaging is also simplistically-executed, with brown and white, recycled cardboard hangtags being used, recycled tissue paper and recycled branded paper bags. They also sell longer-lasting, branded fabric bags. The hangtags are attached to the clothing with thin thread, rather than plastic, which remains true to the brand’s sustainable consciousness. They are also branded with the Olive logo at the bottom, however the product description on the tag is not very detailed or graphically-aesthetic (merely the product name, size and barcode), which is arguably not in accordance with the brand’s personal feel.

4.4. PRODUCT PRICE As a Middle Market brand, Olive breaches the gap between the cheaper Mass Market high-street brands, such as Topshop and H&M, and Luxury Designers, like Chanel and Alexander McQueen. Its price point is therefore more accessible to many, particularly young, working professionals. For women, prices ascend from £29 for their long-sleeved ‘basic tee’ to £319 for their Jane Leather Jacket . The accessory price range is £16-£179. Menswear prices correspondingly start at £29 for a short-sleeved t-shirt , yet swell to £549 for their Joshua Leather Jacket . Men’s accessories range from £21 to £49.

Instore, there are no extra fees charged, however when shopping online, customers must pay and additional £2.95 for standard delivery (3 days) and £5.50 for express delivery (next working day) if they spend under £95. Free standard delivery is offered to those paying over £95 and, should customers spend over £175, express delivery is also free of charge. For Saturday delivery, however, £10.75 is charged no matter what is spent online. International customers are also subject to higher delivery costs, dependent on what country they are based in; this information is easily found on the website under ‘Delivery’, whereby visitors can type their country into a search box.

Key competitors, such as COS, tend to charge more in terms of delivery.

COS’ standard delivery (2-3 days) costs £6 and is only free when customers spend over £90 and their express delivery (1-2 days) rate is £15, no matter how much is spent. The price point for the products are somewhat similar, with COS’ ‘boxy long-sleeved cotton top’ being priced at £29 and having a very similar design to Olive’s ‘basic tee’. On the other hand, prices holistically start lower at COS, with t-shirts and vests starting as low as £17, which may explain why their delivery costs are higher.

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“In the mode rn global economic system, consumer, retailer, manufacturer, and farmer are inextricably connected, in a pyramid of ethical responsibilities.�

R O H A N M O O R E , C O - F O U N D E R.

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5.1. RETAIL

The store itself has a stylish, luxurious atmosphere to it, with select pieces from Olive’s collections on sale, which prevent it from feeling too crowded or cluttered. The lighting is warm and welcoming, reflecting Olive’s brand personality, with quirky bulbs and exposed brick work. This gives the shop a vintage, rustic feel, particularly as it is accessorised with flowers, vases and a mismatch of heavy oak furniture and wooden crates which are used as stands for the products. The focus is on add-on products, for instance bags, body lotions, jewellery, shoes and magazines which they stock instore such as Kinfolk, The Gentlewoman, Oh Comely, Milk and The Travel Almanac. The window displays are regularly updated by the instore visual merchandiser who uses them, like the Etail ‘Spotlight’ feature, to draw attention to the statement items in the season’s collection.

5.2. ETAIL The Olive website is where the majority of their sales are made, explaining the multiple social media adverts in place on platforms like Instagram and Facebook. On these posts and adverts, direct links are available to the viewer which take them straight to the website to shop the products in the imagery. Etail is where the brand attracts their ‘vibrant international community’ and is thus incredibly important in fulfilling Olive’s key values.

The brand receives relatively positive reviews regarding the speed of their delivery which is explained (in terms of postage and packaging) in a great amount of detail on their website , and the quality of the products when they arrive. As aforementioned, the Olive website is centred around pleasant and efficient online customer service, illustrated by their homepage, which introduces the customer immediately to their ‘Worldwide Delivery’, ‘Secure Payments’ and ‘Simple Returns’. Olive’s Etail stocks a far larger range of stock than instore, which only houses select pieces from their new collections and their basics. Nonetheless, the imagery used and the fonts and colours of the website design remain in compliance with the instore experience and décor.

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5. A B O U T T H E LOCATION

Olive has one flagship store, located on Pittville Street in Cheltenham, Gloucestershire. This is a central location in the town and is close to leading brands like Marks and Spencer, Next and John Lewis.

Cheltenham has a reputation for its Regency buildings and for its unique, individual shops, and is called on by many visitors staying in the Cotswolds. This means Olive has a prime location, busy in peak tourist times such as Christmas and Summer. The brand does not own any other stores in the UK or abroad, neither does it have any concessions.

6. A B O U T T H E COMMUNICATIO 6.1. INSTORE COMMUNICATION Instore, some imagery is sparingly used alongside the products to illuminate how they are to be worn and accessorised.

All of the hangers used are of the same type and size; they are wooden to be in keeping with the oak furniture and flooring, and are all branded with ‘Olive’ in gold metallic writing. The font is the same as that used on the shop’s exterior, online and on social media. Similarly, the clothing all has a white

label stitched into the collar or hemline with the brand’s name and product’s sizes, in very similar colours and fonts to the website. The hangtags are relatively basic and unbranded in comparison and dominated by the barcode. Some of the newer stock, on the other hand, now has white card hangtags with black writing and black thread, which offers the brand’s logo and more information about the product in question

(such as a small description and after care instructions).

The stands and window displays are the main merchandising points instore and are frequently updated as new stock and accessories are introduced. There is a focus on brand, designer and artist collaborations such as L:a Bruket’s natural and organic skincare range and tote bags

by Rikki Hewitt. The colour-

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coordinated window displays also stock artworks, such as those by Rikki Hewitt, alongside the brand’s dressed mannequins and accessory stands. Some of their window outfits also hang from the ceiling, which also contributes to the levels and overall aesthetic of the store from the outside. The windows further communicate the instore payment methods, which include card payment and Apple pay.

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6.2. ONLINE COMMUNICATION Olive has many online communication platforms. Their website is universally branded and offers a 24-hour ‘Help’ box whereby visitors can ask any questions regarding customer service. Their logo is always located at the top left of the page and at the top right is their ‘Sign In’ option for online members. Unlike instore, the online website has its own lookbook, despite it being a little outdated, which includes digital links to the clothes and accessories in the online shop. The lookbook’s imagery has been edited to give it an intimate, vintage feel and has been shot in Paris with four models, which compliments the minimalistic, European style of the clothes. The webpage also has a ‘Subscribe to Our Newsletter’ box on the home, which tends to update customers’ emails every few days. In these updates are details for new collections, products and sale events.

Below the subscription box is located their social media widget menu, with links to the brand’s Facebook, Instagram, Pinterest and Twitter.

Social media is therefore another key platform for communication. In correlation to the lookbook, there are direct links to shop the products on their Facebook and Instagram posts and adverts. On Pinterest, which is not updated as regularly, there are still links to shop the clothes online. Twitter is used by Olive now as a feedback platform between them and their consumer, rather than a platform for self-promotion.

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7.1. STRENGTHS Olive excels in a lot of areas of its branding; the colours, fonts, tone of voice and atmosphere of the brand is maintained and nourished in both its instore and online communications. It has remained true to the values set out

by Rohan and Ji Seon Moore and is still very conscious of its sustainable impacts (by utilising paper bags, recycled tissue paper, organic fabrics and dyes, ensuring fair pay to its manufacturers etc.), its customer service (by ensuring fast and efficient international delivery and attentive customer service instore and online) and its independent designs (with their natural colours, quality cuts and clean lines).

They have a variety of digital and physical touchpoints and regularly update their collections with new pieces and styles.

The imagery used by the brand is also very effective and in keeping with the brand’s style, particularly on Instagram and in their online lookbook. Olive also does extremely well at posting on its Facebook and Instagram pages which are updated at least once daily. Internal resources were also strong, with staff both online and instore having an in-depth knowledge about the brand and its products.

7.2. WEAKNESSES Many of its younger audience appreciate Olive’s style and quality, however state that the price point is either ‘too expensive’ or ‘over-priced’, which may be off-putting to new customers. Olive’s key competitors’ price points also begin lower, such as COS, All Saints, ARKET and Fat Face. There is also a lack of instore imagery and graphics which, although may be complimentary to the brand’s minimalistic point of sale, leaves its store bare, particularly with its industrial brick walls and exposed wooden floors. Furthermore, there was no instore lookbook which would improve sales.

Despite having a newsletter-subscription option, there are no financial gains or benefits that come with it, such as inbox discounts and gifts. To add, Olive does not currently have an instore or online membership card for its loyal customers.

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7. C O N C L U S I O N 7.4. THREATS There is an expanding industry for Middle Market, ethicallysourced clothing brands. This means Olive is under threat from new start-ups such as Ninety Percent, Boyish, Lucy and Yak and ASOS’ new Made in Kenya range. Nevertheless, they do all offer very different styles and designs and thus manufacture for a slightly different consumer, making them less endangering. Moreover, there has been some threats from customer reviews, regarding product sizing, the price point and other brand communications. All are quickly resolved by Olive, who unfailingly check their social media, however negative customer attitudes can still put the company’s image in jeopardy. Stores such as COS, who have better funding and a larger customer following may also be of great threat to smaller, localised and family-owned brands like Olive. Finally, in spite of the fast fashion industry being criticised more and more for its lack of conscience, it is 7.3. OPPORTUNITIES unlikely to vanish from commerce completely. The globalised world is effectively a consumer society that desire cheaper, Consequently, there are many instore touchpoints that novelty items over durable, more expensive products could be improved upon, such as instore graphics and and so this is also a major threat to the future of Olive. imagery as Olive has on their webpage. This could be solved by introducing a physical copy of their lookbook or branded magazine, and placing their own photography alongside Rikki Hewitt’s artworks. Additionally, to address the issues surrounding its higher price point and lack of a membership card, a loyalty programme could be introduced for returning customers that would offer them benefits, such as discounted prices or offers and free online delivery. This also means that members could be updated more often via email, which currently only informs customers of stock changes every few days to once a week. There is much opportunity for a brand such as Olive, as there is now a rising need for sourcing clothes and living more sustainably.

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7. B I B L I O G R A P H Y Page 2 Figure 1: Olive website. (2019). Lookbook. Available at: https://www. oliveclothing.com/lookbook/. Accessed on: 19/04/2019.

oliveclothing/. Accessed on: 21/04/2019.

Figure 14: Olive website. (2019). Lookbook. Available at: https://www. oliveclothing.com/lookbook/. Accessed on: 19/04/2019.

Figure 15: Olive Instagram. (2019). Available at: https://www.instagram.com/ oliveclothing/. Accessed on: 21/04/2019.

Page 4 Figure 2: Olive website. (2019). Lookbook. Available at: https://www. oliveclothing.com/lookbook/. Accessed on: 19/04/2019.

Page 16 Figure 16: Peggy Porschen London website. (2019). Home. Available at: https://www.peggyporschen.com/. Accessed on: 22/04/2019.

Figure 17: Catherine, A. (n.d.). Instagram. Available at: https://www. instagram.com/alicecatherine/. Accessed on 22/04/2019.

Figure 18: Catherine, A. (n.d.). Instagram. Available at: https://www. instagram.com/alicecatherine/. Accessed on 22/04/2019.

Figure 19: Olive Cheltenham Instagram. (2018). Available at: https://www. instagram.com/olivecheltenham/. Accessed on: 22/04/2019.

Page 5 Figure 3: Company Check. (2019). Olive Clothing Limited, Companies House Data. Copyright © 2019 Company Check Ltd (04905417). Available at: https://companycheck.co.uk/company/08529775/OLIVE-CLOTHINGLIMITED/companies-house-data. Accessed on: 10/04/2019.

Figure 4: Olive Website. (2019). About Us. Available at: https://www. oliveclothing.com/about-us/. Accessed on: 19/03/2019.

Page 6 Figure 5: Olive Instagram. (2019). Available at: https://www.instagram.com/ oliveclothing/. Accessed on: 21/04/2019.

Page 17 Figure 20: Catherine, A. (n.d.). Instagram. Available at: https://www. instagram.com/alicecatherine/. Accessed on 22/04/2019.

Figure 21: Wang, P. (2014). Buzzfeed: 31 Coffeeshops And Cafés You Wish You Lived In. La Esquina, Copenhagen. Available at: https://www.buzzfeed. com/peggy/coffeeshops-and-cafes-you-wish-you-lived-in. Accessed on: 22/04/2019.

Figure 22: Catherine, A. (n.d.). Instagram. Available at: https://www. instagram.com/alicecatherine/. Accessed on 22/04/2019.

Figure 23: Catherine, A. (n.d.). Instagram. Available at: https://www. instagram.com/alicecatherine/. Accessed on 22/04/2019.

Page 7 Figure 6: Olive Instagram. (2019). Available at: https://www.instagram.com/ oliveclothing/. Accessed on: 21/04/2019.

Page 8 Figure 7: Moore, R. (2019). Olive Website. Corporate Conscience. Available at: https://www.oliveclothing.com/corporate-conscience/. Accessed on: 23/03/2019.

Figure 8: Olive Website. (2019). About Us. Available at: https://www. oliveclothing.com/about-us/. Accessed on: 19/03/2019.

Figure 9: Olive website. (2019). Lookbook. Available at: https://www. oliveclothing.com/lookbook/. Accessed on: 19/04/2019.

Page 9 Figure 10: Olive website. (2019). Lookbook. Available at: https://www. oliveclothing.com/lookbook/. Accessed on: 19/04/2019.

Page 10 Figure 11: Olive Instagram. (2019). Available at: https://www.instagram.com/ oliveclothing/. Accessed on: 21/04/2019.

Page 11 Figure 12: Olive Website. (2019). About Us. Available at: https://www. oliveclothing.com/about-us/. Accessed on: 19/03/2019.

Pages 14 & 15 Figure 13: Olive Instagram. (2019). Available at: https://www.instagram.com/

Page 18 Figure 24: Barrueco, D. (n.d.). Instagram. Available at: https://www. instagram.com/diegobarrueco/. Accesed on: 22/04/2019.

Figure 25: Lawler, C. (2018). Culture Trip: The 10 Best Dublin Bars and Pubs. Available at: https://theculturetrip.com/europe/ireland/articles/the-10best-bars-and-pubs-in-dublin/. Accessed on: 22/04/2019.

Figure 26: Krelle, L. (n.d.) Donny’s Bar. Available at: https://www.pinterest. co.uk/pin/537265430530745747/?lp=true. Accessed on: 22/04/2019.

Figure 27: Barrueco, D. (n.d.). Instagram. Available at: https://www. instagram.com/diegobarrueco/. Accesed on: 22/04/2019.

Figure 28: Barrueco, D. (n.d.). Instagram. Available at: https://www. instagram.com/diegobarrueco/. Accesed on: 22/04/2019.

Figure 29: Barrueco, D. (n.d.). Instagram. Available at: https://www. instagram.com/diegobarrueco/. Accesed on: 22/04/2019.

Page 19 Figure 30: Barrueco, D. (n.d.). Instagram. Available at: https://www. instagram.com/diegobarrueco/. Accesed on: 22/04/2019.

Figure 31: Urban Outfitters. (n.d.). Crosley Cruiser Black and Gold Bluetooth

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Vinyl Record Player. Available at: https://www.urbanoutfitters.com/en-gb/ shop/crosley-cruiser-black-and-gold-bluetooth-vinyl-record-player. Accessed on: 22/04/2019.

instagram.com/olivecheltenham/. Accessed on: 21/04/2019.

Page 20 Figure 32: Olive website (2019). Long Sleeve Babydoll Dress, Navy. Available at: https://www.oliveclothing.com/p-oliveunique-20190319-065-navy-longsleeve-babydoll-dress-navy. Accessed on: 19/04/2019.

Figure 33: Olive website. (2019). Long Sleeve Babydoll Dress, Pink. Available at: https://www.oliveclothing.com/p-oliveunique-20190319-065-pink-longsleeve-babydoll-dress-pink. Accessed on: 19/04/2019.

Figure 34: Olive website (2019). Spotlight. Available at: https://www. oliveclothing.com/long-sleeve-babydoll-dress. Accessed on: 19/04/2019.

Page 21 Figure 35: Olive Cheltenham Instagram. (2019). Available at: https://www. instagram.com/olivecheltenham/. Accessed on: 21/04/2019.

Figure 36: Olive Instagram. (2019). Available at: https://www.instagram.com/ oliveclothing/. Accessed on: 21/04/2019.

Figure 37: Olive Website. (2019). About Us. Available at: https://www. oliveclothing.com/about-us/. Accessed on: 19/03/2019.

Page 22 Figure 38: Olive website. (2019). Women, All. A/W18 Stripe Tee, Ivory/Beige.

Available at: https://www.oliveclothing.com/p-oliveunique-20180924-004ivory-beige-a-w-18-stripe-tee-ivory-beige. Accessed on: 12/04/2019.

Figure 39: Olive website. (2019). Women, All. Jane Leather Jacket, Black.

Available at: https://www.oliveclothing.com/p-oliveunique-20181007-003black-jane-leather-jacket-black. Accessed on: 12/04/2019.

Figure 40: Olive website. (2019). Men, All. Block Stripe Tee, Black. Available at: https://www.oliveclothing.com/p-oliveunique-20190325-038-blackmenswear-block-stripe-tee-black. Accessed on: 12/04/2019.

Figure 41: Olive website. (2019). Men, All. Joshua Leather Jacket, Black.

Available at: https://www.oliveclothing.com/p-oliveunique-20180619-006black-menswear-joshua-leather-jacket-black. Accessed on: 12/04/2019.

Figure 42: COS website. (2019). Women, Tops. Boxy Long Sleeve Cotton Top. Available at: https://www.cosstores.com/en_gbp/women/tops/product.boxylong-sleeved-cotton-top-white.0734362001.html. Accessed on: 13/04/2019.

Figure 43: Olive Cheltenham Instagram. (2019). Available at: https://www. instagram.com/olivecheltenham/. Accessed on: 21/04/2019.

Figure 44: Olive website. (2019). Lookbook. Available at: https://www. oliveclothing.com/lookbook/. Accessed on: 19/04/2019.

Page 23 Figure 45: Olive website. (2019). Lookbook. Available at: https://www. oliveclothing.com/lookbook/. Accessed on: 19/04/2019.

Figure 46: Moore, R. (2019). Olive website. Corporate Conscience. Available at: https://www.oliveclothing.com/corporate-conscience/. Accessed on: 14/04/2019.

Page 24 Figure 47: Screenshot, Olive website. (2019). Homepage. Available at: https:// www.oliveclothing.com/. Accessed on: 12/04/2019.

Figure 48:Olive Cheltenham Instagram. (2019). Available at: https://www.

Page 25 Figure 49: Olive Website. (2019). About Us. Available at: https://www. oliveclothing.com/about-us/. Accessed on: 19/03/2019.

Figure 50: Olive Website. (2019). About Us. Available at: https://www. oliveclothing.com/about-us/. Accessed on: 19/03/2019.

Figure 51: Olive Cheltenham Instagram. (2019). Available at: https://www. instagram.com/olivecheltenham/. Accessed on: 21/04/2019.

Figure 52: Olive Cheltenham Instagram. (2019). Available at: https://www. instagram.com/olivecheltenham/. Accessed on: 21/04/2019.

Figure 53: Olive website. (2019). Delivery. Available at: https://www. oliveclothing.com/delivery/. Accessed on: 20/03/2019.

Page 26 & 27 Figure 54: Olive website. (2019). Lookbook. Available at: https://www. oliveclothing.com/lookbook/. Accessed on: 19/04/2019.

Page 28 Figure 55: Olive Cheltenham Instagram. (2019). Available at: https://www. instagram.com/olivecheltenham/. Accessed on: 21/04/2019.

Figure 56: Olive Cheltenham Instagram. (2019). Available at: https://www. instagram.com/olivecheltenham/. Accessed on: 21/04/2019.

Figure 57: Olive Cheltenham Instagram. (2019). Available at: https://www. instagram.com/olivecheltenham/. Accessed on: 21/04/2019.

Figure 58: Olive Cheltenham Instagram. (2019). Available at: https://www. instagram.com/olivecheltenham/. Accessed on: 21/04/2019.

Page 29 Figure 59: Olive website. (2019). Lookbook. Available at: https://www. oliveclothing.com/lookbook/. Accessed on: 19/04/2019.

Page 30 Figure 60: Olive Instagram. (2019). Available at: https://www.instagram.com/ oliveclothing/. Accessed on: 21/04/2019.

Figure 61: Olive Instagram. (2019). Available at: https://www.instagram.com/ oliveclothing/. Accessed on: 21/04/2019.

Page 31 Figure 62: Olive Instagram. (2019). Available at: https://www.instagram.com/ oliveclothing/. Accessed on: 21/04/2019.

Figure 63: Olive website. (2019). Lookbook. Available at: https://www. oliveclothing.com/lookbook/. Accessed on: 19/04/2019.

Page 32 Figure 64: Olive Instagram. (2019). Available at: https://www.instagram.com/ oliveclothing/. Accessed on: 21/04/2019.

Page 33 Figure 65: Olive Menswear Instagram. (2019). Available at https://www. instagram.com/olivemenswear/. Accessed on 21/04/2019.

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