Campaign Document Ryan Hyde 2018
SECTION 1 CAMAPAIGN INTRODUCTION BRAND ANALYSIS SWOT PESTLE BRAND POSITIONING MAP BRAND IDENTITY ONION
P.01 - P.02 P.03 - P.04 P.05 - P.06 P.07 - P.08 P.09 P.10
SECTION 2 ISSUE ANALYSIS CAMPAIGN IDEA AUDIENCE CHANNELS PROPOSED CREATIVE ASSETS
P.11 - P.12 P.13 - P.14 P.15 - P.16 P.17 - P.18 P.19 - P.20
SECTION 3 MANAGMENT PLAN PRESS RELEASE CONCLUSION BIBLIOGRAPHY
P.21 - P.22 P.23 - P.24 P.25 P.26
A CREATIVE PROGRAMME SET TO INFLUENCE, EDUCATE AND DEVELOP YOUNG CREATIVES BY PROVIDING THEM WITH A PLATFORM TO EXPLORE THE CREATIVE INDUSTRIES WITHIN A SET OF WORKSHOPS FOCUSING ON THE THREE MAIN SECTORS OF THE CREATIVE AREAS: MUSIC, FASHION AND ART.
WORKSHOP IN PROGRESS
‘Workshop In Progress’ is a proposed collaborative campaign programme between iconic lifestyle brand Carhartt WIP, Outlook festival’s very own Knowledge Arena and Cass Art. The workshops will be a place to learn, explore and develop skills as well as building new interests and knowledge. Individuals who attend this project will develop a wider understanding of how the creative industry works, putting their skills and interests into practice, as well as becoming more aware of the relevance of being part of a creative network. This will introduce them to the various opportunities and job roles within the industry, providing the ideal opportunity for young people of all ages to get on board so they can use their new knowledge and understanding withIn their professional lives. The quote to the right states the importance and necessity of a creative youth platform and shows how beneficial this can be.
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Section 1
“OVER 90% OF OUR ALUMNI AGREED THAT BECAUSE OF OUR MENTORING, THEY NOW HAVE AN UNDERSTANDING OF THE DIFFERENT ROLES AND CAREER PATHS AND FEEL MORE CONFIDENT ABOUT PURSUING A CAREER WITHIN THE CREATIVE INDUSTRIES” (Isabel Farchy 2017) ‘Why is the UK creative industry still missing the most promising young people’
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CARHARTT WIP
Carhartt is indisputably one of the most recognisable of all American heritage brands, which has engraved its label into many generations and sub-cultures over many years. Carhartt was founded in Detroit in 1889 by Hamilton Carhartt. Its working class origins and straightforward, rugged clothing have become icons of both work and play, appealing to generations of youth as an authentic expression of style. Carhartt originally was a workwear brand for the working industries, which was adopted into different lifestyles and cultures with a big impact in the hip hop scene. In 1994 Edwin Faeh noticed Carhartt was being worn by the ‘cutting edge crowd’ and started up his own project called Work In Progress. In doing so he created a fashionable brand based on the building of the original Carhartt lifestyle. Faeh became the first distributor of Carhartt in Europe, which was a smart move, as it allowed a European extremity to manufacture and distribute in a place where Carhartt had not been available. In doing this he was able to design the clothing for a market that he had more scope for which allowed the brand to have more options and outreach. Soon after, variations of product, colours and styles were exclusive to Europe where they were being manufactured; the designs appealed more to the European feel and it was noticed again that the label was reaching the cutting edge crowds,
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mainly being distributed to skate shops and independent stores. Carhartt WIP evolved from an all American workwear brand, into a true street wear stable phenomenon, but also keeping to its Carhartt roots and aesthetic with quality, durable products still based on workwear elements. At this time in the 1990’s there was a big rise in interest and popularity in supporting the independent street art and music scene. Carhartt WIP had become a leading fashion lifestyle brand, supporting the scene and leading figures of the time. WIP came to eminence as the brand that dressed the people of influence. From investing in art and music cultural movements, Carhartt WIP continuously gained the customers they wanted to reach out to, creating a following of a specific type. Collaborations also helped with this, teaming up with other respected brands, such as Vans & Stussy who were already cemented within the scene and had their own following. This helped to establish their place and reputation, building respect for what they do. Time spent in creating this foundation has brought Carhartt WIP to the success of where the company stands today; a leading and dynamic lifestyle brand with years of history.
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SWOT
STRENGThS : - Carhartt WIP is a very iconic brand, which has years of history behind it, both the brand and logo have a international recognition. - They engage with more than just one target audience and age range, with young people being one of their main target audience, but also with middle aged consumers who get involved with the brand and purchase products. - Has a loyal following of customers who understand the brand - They successfully have 81 stores to date around the world as well as having these stores they have their online platform which ships worldwide, also they have 363 online stockists around the globe to date which stock Carhartt’s product on their online presence and stores. - Considered by many as one of the most influential leading lifestyle brand that offers a niche range of products, which are always produced to a high quality standard, ethically manufactured and are constantly innovating new products. Variety of Product and styles gives more options for the consumer also by having male and female collections it reaches out to both genders. - Collaboration is something that WIP have always done well, teaming up with other well known brands, designers and artists. - The brand is not advertised and marketed heavily, which is good as it doesn’t need to be, the way they work is what suits the brand best. - They are a very respected brand with a lot of authenticity, who have invested a lot of time and money in the creative areas, within music and fashion, they are forever getting involved, sponsoring and supporting new movements and influential figures involved in different scenes, meaning the scene gives back and supports Carhartt too. They Have a loyal following of customers who understand the brand , Well known influential figures wear Carhartt WIP which promotes and advertises the brand without them having to do extra work to promote it.
WEAKNESSES : - An increase in competition allows for confined growth, which could lead to loss of profit. - It maybe difficult to capitalise on multiple markets of audience without losing one or the other. - Prices of product can be seen as pricey to some, so the price sometimes losses a loss of sale and puts the customer off the brand. - Confusion of brand segmentation with Carhartt and Carhartt WIP.
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OPPORTUNITIES : - Increase online retail sales and open more shops in more cities around the UK. - Make Carhartt WIP more recognised in America by opening more stores as the American Market do not really know the brand. - Collaborate with more brands, designers and artists and create more exclusive less product volume collections that sell out instantly, which have a desirable element to purchasing. - Expand into shoe wear by collaborating with shoe brands which will create a new market and will create a bigger outreach. - More involvement with events by sponsoring the likes of festivals, launch events, radio stations etc. - Celebrity endorsements - Advertising and marketing on a higher demand, host competitions and give away free-bees. - Release a Carhartt WIP app for iPhone and Androids to be able to purchase straight through the app.
THREATS : - With the rise of fast fashion, consumer tastes change frequently. - Increasing competition from current brands and up and coming brands. - Too many collaborations can take away from the brands personality. - The Carhartt style may go out of fashion, which would mean loss of sales and would potentially mean vital changes for the brand to suit the new styles and trends. - Other brands offer similar products at a cheaper price - The wrong type of celebrity figures wearing the brand could bring in customers that are not the usual following, which could result in a loss of loyal customers.
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PESTLE
POLITICAL : - The increase or decrease of tax could be an political element that will have a direct effect on Carhartt WIP. With all the forever changing and current situations happening with the likes of Brexit could have an effect on how Carhartt WIP operates. - Import restrictions on quality and quantity of product could have an impact on Carhartt WIP, restricting the amount of product they are allowed to produce and ship over seas all over the world. There products are manufactured in Tunisia and Asia, so it causes a potential threat to them if anything was to change in the government where they enforce laws which effect trade.
ECONOMICAL : - Carhartt WIP is one of the leading big name brands in the workwear and streetwear scene, at the moment these two markets are booming, in the future there is a chance that these markets will not be as big and other markets will be in demand leaving Carhartt WIP with a loss of sells and a collapse in their market resulting in them having to produce and alter their brand to fit the new requirements to not go out of business and still lead in dominance.
SOCIAL : - Carhartt WIP have a great social media and online presence where they communicate with their consumers delivering everything they are involved in. - Continuously interacting with their audience, by putting on launch events for new stores and collections, which regularly include live performances from various artists.
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TECHNOLOGICAL : - Carhartt WIP are constantly using a variety of different materials and fabrics throughout their products, with a big influence from workwear combined with streetwear aesthetics they create innovative and functional items that are long lasting and durable. Operations are dealt with in Carhartt WIP headquarters and warehouse located in Weil am Rhein Germany ,which is fully equipped with the latest most up to date technologies making the packaging of their products efficient as possible.
LEGAL : - Carhartt WIP work within all the correct laws and legalisations, they work with the code of conduct, which is periodically revised and defines the minimum set of standards that they expect their factories to meet.
ENVIRONMENTAL : - Carhartt WIP uses many different production processes to make their products look the way they do, such as being rinsed or rigid. majority of their products are not heavily treated, which score green in loosing less amounts of water, energy and chemical consumption resulting in a lower impact on the environment compared to other ways of processing. - Product packaging is made out of 65–77 percent recycled material, ocean transport is the selected way of transport that Carhartt WIP use to shop overseas and in exceptional cases they will use air freight.
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HIGH PRICE
LOW PRICE
HIGH QUALITY
LOW QUALITY
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A
BEHAVIO & S N O U RS CT I
E
HONEST
QUALITY INNOVATIVE
CULTURUAL
T EN ND EPE Y IND IT H AL IC D QU , WH REN TE N F T EA HIO O CR AS OUT TO S F ES LE ES GO AB EL LY M TI ARE R
COLLABORATIVE
DURBABILITY
WORK & PLAY
AU
TH
EN
TIC
CREATIVE
E
E
SIV
ES XPR
UNDESTANDING WORLD SITUATIONS AND ALWAYS LOOKING TO DEVLOP THE BRAND FURTHER
ST YL MA ISH MA SSIV E S FA SIV IN YOUNG SH F ION E INV LUEN OL TIA VE ME L BR NT AN IN D W AR T, M ITH A US IC AN D
BR
ORIGINAL
ETHICAL
E
CO KE NST SE EPIN ANT T A G LY ND UP SET FO WIT TIN LL H OW TH G TR E T EN RE DS ND AN ST D HE Y ICO NIC DY NA MI C BR
N AS TIO T H RA HA ENE GT G IN NY TH A LO O M C C NT NI F I S CO EL RE S I ITS LTU U TE D EA VE - C CR GRA SUB ECTED RESP EN F O OF GE ED
S S E NC
LOYAL
NG
TTI
CU
ALITY VALU N O ES RS IAL E WEL COM P INFLUENT ING D VALUES N A BR PROGRESSION
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ISSUE ANALYSIS
The issue in hand that this Carhartt ‘Workshop In Progress’ campaign is tackling is the lack of teaching towards the creative industries within the education system. By producing a prosperous programme that will give young people guidance and direction in the creative areas leading them in the right path with the information and experience they receive, to develop into the next generation of promising creatives, this will be accomplished by the use of workshop projects and the involvement of the fashion brand Carhartt WIP. There are many reasons why the UK is failing when it comes to the teaching of creative subjects. Schools lack the preparation young people need if they have thoughts to pursue a career within the creative industry. From massive cut downs of teaching towards the creative subjects it has a chained effect on how young people feel about pursuing a career in the creative areas leading to a lack of awareness of opportunities.“Figures show that since 2010, the number of art teachers in schools had fallen by up to 11%, as well the number of art teachers had fallen by 4%, while the subject has seen a 6% decline in teaching hours.” BBC News (2015) Youth programme ‘creative mentor network' which teacher Isabel Farchy set up has a first hand knowledge of how beneficial a creative youth programme can be for young people, she put this into action out of frustration to make change. “our impact study shows a similar lack of awareness. Over 90% of our alumni agreed that because of our mentoring, they now have an understanding of the different rolls and career paths and feel more confident about pursuing a career in the creative industries.” (Farchy 2017) Unfortunately it falls down to charity’s and other organisations to provide what the education system does not. This is a quote from Momina one of the graduates of this scheme.“I’ve met so many people who work in different areas, my mentor is really nice and has introduced me to loads of people who have roles that I didn’t even know existed, its crazy! I love organising things for my friends and I didn’t realise there was a job out there that I could use this for. the creative side put together with planning, it’s in my DNA to be like that and I’ve found out I can do it as a career and there’s money in it!” (Farchy 2017) Its obvious that young people who don’t know anyone who work in a certain creative career role will not know what certain job rolls entail, this is where career advice plays a big roll in giving young people a better judgement going on into the future.
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SECTION 2
“The creative workforce is the future as traditional jobs become increasingly obsolete, the future of employment is in creativity” (Farchy 2017) so why is there not much being done about this in the education system. Considering that “The UK’s creative industries are now worth a record £84.1 billion to the UK economy (Vaizey 2016) you would think that the government would want to put more focus on providing better education for these subjects rather than focusing so much on traditional course materials, as they are just as relevant since the “Employment in the UK creative industries is growing at four times the rate of the UK workforce as a whole, according to latest official statistics from the Department for Digital, Culture, Media and Sport” (DCMS 2017) Research by the ‘Educational Endowment Foundation’ shows that young people who make four or more professional connections before they leave full-time education are five times more likely to be employed upon leaving education and earn unto 18% more. (EEF 2016) Youth platforms are beneficial in many ways by giving young people an importance and something to strive for, making them look into the future and realise why they are in education. They don’t just try help solve one problem they naturally solve others such as keeping young people out of trouble by contributing something to what will help lead them into a better future. This is why Carhartt WIP is a perfect match for covering this issue and supplying a series of workshops to give something back which benefits young people, as they are a leading influential brand, which has years of history and cultural influence within music, art and fashion. Carhartt WIP wouldn’t be the brand it is today without being part of these scenes. WIP has a strong message throughout the brand about ongoing construction and development, these key messages will reflect what this Workshop In Progress campaign will be too, an ongoing construction of young individuals exploring and developing their understanding literally being a work in progress.
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CAMPAIGN IDEA
This Carhartt Workshop in Progress campaign is set to provide a series of workshops that will run throughout September, held in UK Carhartt WIP stores London, Manchester and Bristol. These workshops are focused on the three key sectors of the creative industries with music, fashion and art as well as everything else, which encompasses these areas. They will consist of talks, projects, workshops ran by Employees from Carhartt WIP, Outlook festivals Knowledge arena and Cass art with the involvement of various influential industry artists from many different fields of the creative world. These workshops plan to benefit young people in many ways, these are some of the key words that the workshops aim to achieve which are to educate, inform, advise, develop, inspire, influence, network, celebrate and explore. The workshops will be split into three different categories, the ‘My Name Is’ workshop focused on art hosted by Cass Art, The ‘Knowledge Arena’ workshop focused on music hosted by Outlook festival and CDR and lastly the ‘Cutting edge Crowd’ workshop focused on fashion hosted by Carhartt WIP. All workshops will be a place for conversation and creation.
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TARGET AUDIENCE
The selected target audience that this Workshop In Progress campaign aims to reach out to is young individuals who have a enthusiastic curiosity and interest towards music, fashion and art as well as everything else which encompasses these creative areas. It aims to reach out to a wide range of young people from different genders, backgrounds, cultures and ethnicities making it a diverse crowd. The participants will be in different stages of their lives, but will all have much in common with each-other, even though some of them will already be studying in a creative subject or work in a creative field, there will be part of the group who also does not. For example some of the youngest attendees would not have decided which GCSEs they are going to take, so these workshops will be beneficial for them. They will be provided with the knowledge and understanding of the creative industries so they have a wiser judgment on what to select. This also works for individuals in the next stage of their lives deciding what they want to study at college or university level. The target age range for this campaign is young creatives between the ages of 12 and 22, not to say that individuals below or above this age range cannot attend if they wanted to, but this is the age range that the campaign will be most beneficial for, due to what the workshops entail and what they are trying to achieve. Age is just a number it does not mean that a 12 year old cannot inspire or give knowledge to a 22 year old. This will be the great thing about these workshops as it gives young people a chance to network and socialise in a platform that they want to be part of and meet like minded people who have similar interests. There will be much in common within the audience that will potentially be following, interested or involved in drawing, painting, graffitiing, producing, DJing, skating, textiles, crafts and anything else deemed creative and has a act of creation. It is likely that the audience will be familiar with the two organisations involved, Outlook festival and Cass Art, as these two companies have a similar audience themselves to Carhartt: young people who are interested within music, fashion and art.
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CHANNELS
Media outlets will play a very important role in the promotional side of this campaign. Distribution channels such as print media will be used, with the posters for the event being printed inside magazines such as Vice, Crack, Rugged and i-D, as well as being stuck up around the cities in which the workshops are taking place. They will be handed out to other selected independent stores. With the involvement of Outlook Festival’s Knowledge Arena and Cass Art it will collect a wider outreach as these two companies will also be promoting the campaign on their websites, social media, stores and at launch parties. Use of the internet will be one of the main channels for promoting this campaign with the likes of social media and the Carhartt WIP website where all of the information will be delivered, reaching the current Carhartt WIP following and also new clientele. Carhartt WIP are continuously growing in numbers with their following on social media, to date they have gathered a following of 525 thousand on their main Instagram account and 14.1 thousand on their UK account. This is their most effective means of communicating new collections, projects and everything else they are involved in. #WORKSHOPINPROGRESS will be the hashtag for the duration of the campaign. As well as Instagram this campaign will be promoted through Facebook, Twitter, Snapchat and Youtube
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PROPOSED CREATIVE ASSETS
The proposed creative assets for this campaign will involve producing key promotional factors, such as posters to advertise the workshops designed in a Carhartt style. A promotional video for social media which will explain the workshops and highlight the key information that the workshops involve. This video will be filmed on a VHS camera and showcase young creatives in their practice. Finally a study pack created for the attendees of the workshops will include merchandise such as a tote bag, a sketchbook diary, stickers and other equipment with Carhartt workshop in progress branding. These are the colours that will be used for the campaign, featuring in the poster, video and other content, taking influence from previous Carhartt WIP collections and designs.
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MANAGEMENT PLAN
ITEM
COST
INDUSTRY ARTISTS
£8,000
OUTLOOK KNOWLEDGE ARENA TEAM
£4,000
CASS ART TEAM
£4,000
PRINT - POSTERS, FLYERS
£1,500
PROMOTION
£2,000
TRAVEL & ACCOMODATION
£3,000
REFRESHMENTS & FOOD
£1,500
EQUIPMENT
£5,000
MODELS FOR VIDEO & VIDEOGRAPHER
£1,000 TOTAL - £30,000
The total costings add up to this due to all of the industry artists who will be involved. The price will vary from artist to artist, but the majority will choose to participate for no fee, as they would be privileged to be part of the campaign. Therefore the figure for this may not be as much as stated. The other costings come from all the individuals involved from the Carhartt, Outlook and Cass Art employees; the money will not be going to the employees, but it will contribute to putting the campaign on. They also will pay towards the costings of the campaign as they are getting publicity from being involved. Cost of printing physical promotion such as posters, flyers and the merchandise for the workshops as well as the promoting side of things play a part. Equipment such as speakers, mics, turntables, art supplies etc have been worked out. Travel and accommodation for guest involvement and for all of the stock that is needed to put the workshops on have been thought out. Refreshments and food will be supplied by sponsors.
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The way this campaign will be launched will first start on Carhartt WIP’s social media presence, by featuring a sneak preview of what is in the works but to only give a small glimpse of information away. Then online digital and e-commerce companies such as Complex, Highsnobiety and Hypebeast will produce articles following on from the press release that is provided and sent to them. This will create a sense of anticipation and excitement and the word of the campaign will spread. In July this will be when Carhartt will release all information stating all the latest information on industry artists involved, how to sign up and get hands on tickets to the programme sold through event app Eventbrite. This will be time to showcase the promotional video and posters on all social media platforms as well as distributing the posters and other promotional content around the cities of which the Workshops take place.
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BRAND : Carhartt WIP EVENT : Workshop In Progress LOCATION: Carhartt WIP Stores 12-14 Park Street Bristol BS15HR UK Unit 3 Two Pancras Square Kings Cross London N1C 4AG UK 59-61 Oldham Street Manchester M11JR UK
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#WORKSHOPINPROGRESS
1st May 2018
CARHARTT WIP ANNOUNCES 'WORKSHOP iN PROGRESS' A creative youth programme. Starting from 2nd September and running every Saturday through the month, Carhartt WIP the avant-garde lifestyle brand will host a very special creative youth programme titled ‘Workshop In Progress’ in partnership with Outlook Festival’s very own Knowledge Arena and the UK’s leading art independent retailer Cass Art. These workshops will be held in UK Carhartt WIP stores London, Manchester and Bristol. This series of sign-up workshops will be focusing on the three key sectors of the creative industries within music, fashion and art as well as everything else which encompasses these areas, which will welcome various influential industry renowned professionals and artists from all different fields of the creative world who will share their stories, knowledge and expertise. The workshops will consist of talks, career advice, set projects and much more. The workshops are categorised into different names. Firstly the music workshop titled “Knowledge Arena” hosted by Outlook festival will be supplying the industry’s most up to date technologies where artists will explain their techniques and give support. Secondly The Art workshop titled “My Name Is” hosted by Cass Art will provide all products and art supplies as well as having a team of talented artists to help out. Finally the fashion workshop titled “Cutting Edge Crowd” hosted by Carhartt WIP themselves will cover many areas of the fashion industry, with talks from their own team and other industry creatives. All of these will be a place for conversation and creation. Workshops are centred around giving young people a platform where they can develop their understanding of the creative industries and learn how to put their interests and talents to use, as well as creating a creative network. Due to there being a lack of teaching and guidance within the education system towards the creative areas this programme will put in place what is missing, so young people can leave the workshops with better judgement and knowledge helping them to flourish into becoming promising individuals for the next generation of creative minds. Keep an eye out over the next coming months for more information on what Carhartt WIP has in the pipeline with releases to come on industry professionals and how to get involved in what will be a unique experience which should not go amiss. For updates on this event head over to www.carhartt-wip.com/workshopinprogress or follow the Carhartt WIP Instagrams @carharttwip_uk @carharttwip
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CONCLUSION
This Workshop In Progress project promises to fill a gap within the education system for many young people who’s experience in the creative subjects has been pushed aside in favour of traditional academic areas. With the involvement of the influential and successful brands it will bring them together with their consumers and audience to a create a positive and long lasting outcome. This will reward the brands with acclaim and bring a public realisation and understanding of their social responsibility. Lets make change and have fun.
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BIBLIOGRAPHY
REFERENCES : Sinofzik A, Warnett G, Kessler M (2016) Rizzoli International Publications - Work In Progress : The Carhartt WIP Archives ISBN : 978-0-8478-4419-7 (Accessed 15th December 2017) Farchy I (2017) Why is the UK creative industry still missing the most promising young people. From it’s Nice That https://www.itsnicethat.com/articles/uk-creative-industry-young-people-030817 (Accessed 1st Febuary 2018) BBC News (2015) Arts and creativity ‘squeezed out of schools’ http://www.bbc.co.uk/news/education-31518717 (Accessed 5th January 2018) Vaizey E (2016) GOV.UK Creative industries worth almost £10 million an hour to economy https://www.gov.uk/government/news/creative-industries-worth-almost-10-million-an-hour-to-economy (Accessed 3rd January 2018) Bradley K MP (2017 (DCMS) Digital, Culture, Media & Sport https://www.gov.uk/government/news/creative-industries-record-contribution-to-uk-economy (Accessed 8th January) Education Endownment Foundation (2016) (EEF) https://educationendowmentfoundation.org.uk/news/poorer-young-people-more-likely-to-have-career-aspirationsthat-dont-match/ (Accessed 10th December)
PHOTOGRAPHY : Courtney Lewis - Kitchenboyz.tumblr.com Paul Mougeot - Hypebeast - https://hypebeast.com/2018/1/paccbet-carhartt-wip-paris-release-recap Carhartt WIP Instagram @CarharttWIP
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