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ON L Y

The fashion world needs that special designs that only you have.

Seven ( Wanqi Zhang ) N0641732 Fashion Map report: 3887 words


.............

W E ARE

EXCLUSIVE AND CREATIVE FASHION.

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Introduction

Aims and Objectives ...................................................................................................... 4

Brand Overview

Brand Story ................................................................................................................... 5 Brand Values .................................................................................................................. 6 Brand vision, proposition, essence, personality, tone of voice ..................................... 7 Brand Identity ............................................................................................................... 8 Product and Service ........................................................................................................ 10

Target Customer

Primary customer profiles ............................................................................................ 16 Secondary customer profile ........................................................................................... 18

Market Overview

Individualisation & Personalisation trends ................................................................ 20 Competitor analysis ...................................................................................................... 22 Market positioning ........................................................................................................ 26 Pricing architecture ........................................................................................................ 27

Multi-channel Routes to Market

E-store ............................................................................................................................. 29 App .................................................................................................................................. 32 Physical store ................................................................................................................. 33 Selling to fashion brands ............................................................................................. 33

Multi-channel Integrated Communications Plan

Social Media ................................................................................................................. 36 Bloggers and Influencers ............................................................................................. 38 Magazines (Print publications) .................................................................................. 40 Brand Collaboration .................................................................................................... 42 Press Release ................................................................................................................. 44

Future Strategy for Entering Japanese Market ...................................... 46 Critical Path ............................................................................................................. 48 Conclusion ................................................................................................................ 50 Appendix .................................................................................................................... 52


INTRODUCTION

Creativity and innovation have made the fashion world more fascinating. This report will provide readers with inspiration and imagination by proposing an appealing brand that has a new idea of creative and exclusive fashion.

Aims

The aims of this report is to develop a new brand and an integrated multi-channel communications plan in order to bring a designer’s product to the market.

Objectives

- To create an innovative brand to stand out from the competitive market by researching the current important trends, gathering inspiration from a wide range of resources and using creative thinking. - To identify the appropriate brand position that fits in with the brand image by investigating the current market and competitors landscape, as well as evaluating consumer insights. - To create an effective communications plan for the brand to introduce the brand and products to the public, improve brand awareness and attract more customers.

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BRAND OVERVIEW

BRAND

sTORY

Anyone can have a beautiful and elegant handbag, but ONLY makes the handbag truly your own. This is the reason why ONLY was established. ONLY was founded by Bryn Sowden, a product design student who thinks that there is lack of customisation options for high street fashion. As the rise of the desire of modern society for individualism, ONLY provides various customisation options and personlisation tools for customers to create their own styles. Only believes that the fashion world needs that special designs that only you have.


BRAND VALUES

“ ONLY encourages customers to not only make change of their fashion items through unique personalisation designs, but also change their conservative attitudes towards fashion to find a better self. “

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CHANGE UNIQUENESS BETTER SELF


BRAND

vISION

BRAND

PROPOSITION

BRAND ESSENCE

BRAND

PERSONALITY

TONE OF VOICE

Our vsion is to encourage creative fashion, and we strive to inspire customers to create their own personalised fashion items.

Only

provides customers with the most

helpful services and the most useful tools to allow fashion lovers to customise their fashion items and create their own styles.

Only

stands for exclusive and creative fashion.

Exclusive, Modern, Inspiring, Imaginative

Friendly, Inspiring, Creative


Brand Identity

Brand name : ONLY. It emphases uniqueness and being exclusive. Logo design : Bradley hand ITC, black and grey (R150 G159 B176) The logo design is on the basis of the brand personality, which is exclusive, modern, inspiring and imaginative. The brand name goes out of the circus which is different to the normal regular design. It represents creativity without boundary. The logo mostly goes with the tagline, however, the logo tend to go without tagline when it is small. Tagline : “The fashion world needs that special designs that only you have. “ Brand colour : Mysterious Black, Modern Grey, Imaginative Brown. ONLY uses black and wide range of grey and brown to build a strong, cohesive and consistent brand identity. Typeface : Bradley hand ITC, Minion pro, Britannic bold. ONLY uses a random style type font (Bradley hand ITC) for its logo, tagline and other communications to show its free and imaginative image. ONLY also uses a more formal type font (Britannic bold) to highlight important information and titles and uses Minion pro for subtitles.

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R0 G0 B0 R 127 G 127 B 127 R 195 G 145 B 105


mood board


PRODUCT & SERVICE

PERSONALISATION PRODUCT

“Everyone is creative. It is your time to design, it is also your chance to produce.�

ONLY provides various personlisation products to enable customers to customise their fashion items on their own. One of the brand main products is the leather stamp. It is made by walnut due to its excellent properties and aesthetical feel. It should be worked with the letter& number press which is made of steel to ensure its sturdiness. Customers could twist the letter & number press with the leather stamp handle, then simply press it on leather goods by hand to do personal stamp. The leather stamp comes with a small leather bag which allows users to experience the stamping process in advance.

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WE ARE DIFFERENT

ONLY is the first brand that emphasises the customers’ freedom and ability to do personal designs on their fashion items. Customers do not need to rely on fashion retailers to do customisation as they are able to do it by themselves. These products encourage customers to have more imaginary space and have more alternatives. Taking leather stamp as an example, customers could choose various sizes and fonts of the letters and numbers as they want. They can also put the letters and numbers on anywhere on their leather goods. They do not have to be regular while it is depended on the users. ONLY’s personaliSation product is all about creativity and freedom.


CUSTOMISATION SERVICE

“Everyone is creative. It is your time to design, then the customisation experts will do the rest.”

Monogramming

Customisation is never just about putting names on fashion items. It could be having personal designs by whatever ways. ONLY offers wide range of customisation options included monogramming, embroidery, badges and pins, and pocket and zipper designs. The customisable products included clothing, shoes, bags, watches, jewellery and other fashion accessories. Customers could either choose from ONLY’s existing customisation options such as the fonts and sizes of monogram, or choose to have their own design. They could simply speak to ONLY’s designers online or in store, then the designers will strive to meet the customer expectations.

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WE ARE DIFFERENT Although there are increasing numbers of fashion brands that providing customisation services, most fashion brands could only customise their own brand’s products. However, ONLY could customise products from any brand, which provides the convenience for customers to customise the products from a brand that does not have this services. Another benefit ONLY offers is that customers could customise products that they probably bought a few years ago. For example, Laura bought a LV bag last year. Even though LV has the customisation services, Laura could not enjoy the service now. However, ONLY is the perfect choice for Laura to customise her LV bag at that time. Moreover, the wide range of customisation options make ONLY different to other brands. Most brands just provide the basic monogramming service while ONLY provides more choices. The last point that differentiates ONLY’s customisation service is that, ONLY is an expert of customisation while fashion brands focus on the fashion products and pay less attention to customisation. All the element differentiates ONLY to the market and shows great opportunity.

Embroidering

Badges & Pins

Zippers & Pockets


TARGET CUSTOMER

trendy, Creative, fashion-conscious and want to look different to others. ONLY’s primary customer is young people aged between 18- 30. They are

They like to explore new things and follow the latest trends. So they are always the

first to try. They also find personalisation could give them more confidence and sense of uniqueness. They like high street fashion, but sometimes they also buy from a high end brand. Although they do not want to have the same item with others, they think having the same personalisation fashion item with their partners is the coolest thing and will bring them more attention.

In terms of secondary customer, they are people aged between 16- 40 who would like to

personalise the gifts for their friends or family. They are creative and sociable. They are also experimental and like DIY. They always search online to look for more alternatives. So they are aware of many niche and special brands.

This report also creates three typical customer profiles to show the characteristics of the target customer more vividly.

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Primary Customer Profile “They shop for themselves.� Laura likes to buy personalisation tools from ONLY to do her own designs on her fashion items.

Laura, British, age 22, From Liverpool, currently studies fashion communication in Manchester university Psychographics ------------------Confident, trendy and creative Wants to be the first to know follows trend setters Likes to be different to others

Behaviours ------------Always on social media Likes Art and DIY Cares her appearance and wants to look good Enjoys going to bar with friends

Shopping preferences ------------------------Mostly shops from high street brands like Topshop and Zara, sometimes shops from more high end brands like Sandro and Maje, Likes shopping online, Favourite makeup brands are Kiko and Mac

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Laura


Primary Customer Profile “ They shop for themselves and their partners.� Chris likes to use the customisation services of ONLY to have his-and-hers designs on their fashion items.

Chris, British, age 25, Lives with his girlfriend in Southampton, Working in an advertisement company

Psychographics ------------------Romantic, trendy, sophisticated Behaviours ------------likes traveling Good at photography and always take pictures for his girlfriend

Shopping preferences -------------------------Likes to shop from high street and high end brands like Top Man, Allsaints, and Ted Baker Follows the latest trends and pays attention to new products


Secondary Customer Profile

“They shop to customise gifts for others� Cindy used the customisation services to customise a Pandora Bracelet for her friends as birthday gift.

Cindy 32 years old Working in a Journalism company

Psychographics -----------------Famlily-orientated, sociable Creative, innovative

Behaviours ------------Like DIY Follow the latest trends and pay attention to new products Elaborate gifts for friends or family

Shopping preferences ------------------------Like shopping from IKEA Like to shop online for more alternatives

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MARKET OVERVIW


Macro trend - Individualisation

Individualisation can be seen as a shift from more collectivist societal norms to more

individualism, where a person’s fate is more a question of interest and skill than necessity and tradition. (Trendone,2017) This trend suggests that people are looking for more individuality and originality. They increasing find themselves in competition with others and they want to distinguish themselves to stand out from the crowd. People create their own identity and it could be shown by self-designed clothes, media consumption or a chosen lifestyle. They look for distinction in niches.

Companies have gradually spotted this and are trying to meet

these needs. This trend has influenced business whilst variety and diversity is highly accepted nowadays. However, this trend indicates great opportunity for the new business, ONLY. To conform to the times and the individualism trend, ONLY’s personality is set as exclusive and unique and it encourages customers to create their own styles. ONLY will be a wise choice for customers who want to be independent, flexible and individual.

Key words:

To be an exclusive and unique brand. To encourage customers to be creative.

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Micro trend - The rise of fashion Customisation and Personalisation

“A new trend is hitting the streets, and this time it’s personal.” - Elizabeth Best

As people around the world are becoming increasingly opinionated,

they are also becoming progressively individualistic in terms of how they dress themselves. This has led to the rise of fashion personalisation and customisation. The one-size-fits-all fashion has been out-of-date. People are different. They have unique body shapes and styles, and want clothing and footwear to meet and fit their personal needs. This trend has strongly influenced the fashion industry. There are increasing numbers of fashion brands that start to offer customisation services. Customers can design their own Nike sneakers, Burberry coats, LV hand bag and so forth in the world of mass produced fashion.

However, although this trend has become extremely important in the market, many companies

are still just offering customisation service as part of their businesses and it is even the less important part. There are only a few companies that focus on customisation service such as Hand& Lock. More importantly, Mintel shows that 61% of 16-34s would like fashion retailers to offer a service that allows them to personalise before they buy them in 2016. The current fashion industry is hard to satisfy the customers’ needs. Therefore, ONLY is suggested to keep pace with this trend to meet the huge customers’ demand.

Moreover, monogramming has become the most basic and important service of the personlisation

trend, where the customer’s initials can be added to the products to differentiate them. Burberry is a great example as it offers the monogramming service on its scarves, trench coats, rucksacks and even fragrance bottles. However, it is noticeable that most brands are only offering monogramming service to customise products, which they think it is the meaning of customisation. As a matter of fact, customisation is never just about putting names on the products, it is more about to create own style. This could be perfectly explained by the concept of ONLY’s customisation service, which is“Customisation is having personal designs by whatever ways. It could be personal embroidery designs, usage of badges and pins or even the coolest pocket and zipper designs.” This trend potentially indicates a grander prospect for ONLY as ONLY could offer more alternatives of customisation when most companies do not.

Key words:

To focus on being customisation expert. To offer more customisation alternatives. Meeting the modern demand. A grander prospect.


Competitors Analysis

This positioning map is designed on the basic of the trends discussed before. To research about if a brand is a customisation expert brand and how many alternatives it offers will help to identify the competitive levels of a brand. It could be seen that from this brand positioning map, the left bottom market is very crowded. They are brands that focus on fashion but still offer customisation service. It is noticeable that Luxury brands are more likely to be customisation expert than high street brands and they offer more alternatives. This means that luxury brands customers are more likely to use their customisation service when they buy the products. However, high street shoppers may choose ONLY if they find the high street brands cannot meet their needs. It is also noticeable that there are a few customisation expert brands such as MON PURSE and Lilycharmed. Although they have the expertise on customisation, they offer limited customisation services because they only do a few kinds of monogramming and can only customise their own products. Moreover, the positioning map demonstrated that HAND& LOCK is the closest brand to ONLY. HAND& LOCK was identified as primary competitor as it is a customisation expert brand. However, its main business is on embroidery, whilst ONLY has wider range of customisation alternative. Last but not less, this positioning map shows that the market of customisation expert brands is currently not competitive, where ONLY could find a gap. As this report has identified some important modern trends that influenced the target market in details, focusing on customisation business will keep up to date with those trends to meet the huge modern customers’ demands. There are opportunities for ONLY to enter this market as early adopter.

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Primary Competitors Customisation Expert Brands

Characteristics: Focus on providing customisation service. Customise wide range of products from other brands. Examples: Hand& Lock

Hand& Lock are an embroidery company that known for its expertise in embroidery customisation. They provide monogramming service, bridal embroidery, interior design embroidery, badges embroidery, etc. This company solely deals with embroidery which makes it highly competitive to ONLY’s embroidery service. As Hand& Lock have recently seen an increase in collaboration with many high street fashion brands such as Topshop, Levis and also with luxury brands like Burberry, they earned good reputation and many loyal customers.

However, this company still has its flaws as they are only based in London and there is no online platform for customers to communicate with them. More importantly, they have high prices with ÂŁ12.4 pounds per letter plus for monograms. This cuts most high street shoppers away from the brand as they think this brand is for Haute Couture rather than the normal life .Conversely, ONLY provides more customisation choices rather than just embroidery and is more friendly to high street shoppers with lower prices and more shopping platforms.


Secondary Competitors

1. Fashion brands

Characteristics: They are fashion brands that offer some customisation service (mostly monogramming). Examples: luxury fashion brands: LV, Gucci, Burberry, Chanel …. High end fashion brands: Kate Spade, Michael Kors ... High street fashion brands: Levis, Topshop….

Fashion brands that focus on the fashion products but still offer customisation service are secondary competitors to ONLY. Normally, customers use the customisation option after they decide to purchase a product. Customisation is just an added option rather than an essential one. These customers are not looking for customisation, but looking for the ideal product. As opposed to this, ONLY’s target customers are those who particularly want to personalise their products. It is also noticeable that more luxury brands are offering more customisation service than high street brands do. Therefore, ONLY would find opportunities to target high end brands shoppers and high street shoppers while there is lack of customisation options.

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Secondary Competitors

2. Customisation fashion brands

Characteristics: Customisation is an important selling point of the brand. They can customise almost all the product of their brand. Examples: MON PURSE, Lilycharmed. These companies are not only selling fashion items, but also selling their customisation service. Many customers choose them because they want to have personalised products. Take Lilycharmed as an example, customers would probable choose to buy a necklace from Pandora if Lilicharmed does not provide the engraving service. Customisation makes these brands stand out and this is how they attract the customers. Additionally, they provide the convenience to buy the products and enjoy the customisation service in the same time which ONLY does not. However, this is also a disadvantage as they only customise their own products while ONLY can customise products from any brands or offers the tools for customers to customise on their own. Normally, these companies just provide a few kind of customisation which depends on the products they sell. ONLY gives more choices and freedom to the customers.


Market Positioning

This perceptual map clearly shows that the premium market of customisation amateur is more crowded than the affordable market. It can be explained by the fact that luxury and premium brands tend to provide more customisation options than the high street brands do. Similarly, in terms of customisation expert market, the premium market is also slightly more competitive than the affordable one as Hand& Lock has been identified as a highly competitive competitor in the premium market. Therefore, a market gap can be spotted in the affordable customisation expert market, which is the opportunity for ONLY to seat in. For high street shoppers who want to have personalised designs on their fashion items, ONLY is the perfect choice which provides wide range of customisation options. Unlike normal fashion brands, ONLY can customise products from any other brands rather than just customise own brand products. This will cover the shortage that the affordable customisation market is hard to meet the customers’ needs.

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Pricing Architecture

Exclusive services Exclusive products Collaboration collection ---------- £50plus ---------complex embroidery customisation of customers’ personal designs ---------------------- £30 - £50 --------------------zipper& pocket designs Monograms £5 - £30 simple embroidery

leather stamp £28

---------------------------------- £10- £30 -------------------------------badges& pins £1 - £10 letter&number press £1-£5 --------------------------------------------- up to £10 ----------------------------------------------

Based on the market positioning analysis, ONLY is designed to be seated in the affordable market to attract high street shoppers. Therefore, it will be aligned with high street fashion brands in terms of price point. With 28 pounds for the leather stamp and 1-5 pounds for letter and number press (depends on size and font), high street shoppers would find ONLY price friendly. It is important to find the right position in the market and to set appropriate price in order to target consumers.


Multi-channel Routes to Market


1. E-store 2. App 3. Physical store 4. Selling to fashion brands

1. E-store ONLY will operate its official website include desktop version and mobile version. Customers could purchase most personalisation products on the website except some exclusive collection. ONLY will not only display pictures of the personalisation products, but also show the personalised items to make the products more attractive. In terms of customisation service, there will be limited options online as this requires much communication and customers need to send the clothes or any products to ONLY to do the customisation work. However, customers could still enjoy some simple customisation service online if they do not require complex designs. Customers could also book an appointment online to save the potential queuing time in physical stores. More importantly, ONLY’s official website would introduce and explain the products and services in details to give customers a clear understanding of them due to the webrooming trend which means customers tend to do more research before they buy.

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Advantages: - To improve the brand profile by having innovative, inspiring and modern website layouts and designs. - To connect with brand’s social media and gain new customers with search engine visibility. - To overcome geographical limitations. Whilst competitor Hand& Lock is merely based on physical store, ONLY offers more alternatives

Official Website Homepage

HOME

SERVICES

PRODUCTS

OUR STORY

FAQ

You design, Only produces. The fashion world needs that special designs that only you have. You design, you produce.

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The website page of personalisation products - www.only.co.uk/products

HOME

SERVICES

PRODUCTS

OUR STORY

FAQ

“It is your time to design, it is also your time to produce.”

Leather Stamp £28

Letter/ Number Press £1 - £5

The website page of customisation services - www.only.co.uk/services

HOME

SERVICES

PRODUCTS

OUR STORY

FAQ

“It is your time to design, the customisation experts will do the rest.”

Monogramming

Embroidering

Badges & Pins

Zippers & Pockets


2. App Only will create its own app to allow customers to purchase products and enjoy some simple customisation service. The design of the app will be similar to the website. However, there will be some inspiring posts and pictures on the app, where customers could view on a daily basic. Additionally, customers could also try some customisation options on the app and save them to their ONLY’s account. Advantages: - To give customers more customisation inspiration. - To engage with customers.

MY BOARD

Lastest monogramming designs ... ...

2017/5/27

What badges do Emma Watson have for her bag ?

Issey Miyake designed the coolest pocket ever ... ... 2017/5/25

Home

Latest

SevenZhang Seven Oliviababy

Product Service Me

Home

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Latest

Product Service Me


3. Physical Store ONLY will start to open some stores in high street in the major cities in the UK. Customers could see the products and even try them. This will potentially increase sales when customers experience and enjoy the personalisation process. The physical store will also focus on its customisation service. Customers could talk to ONLY’s designers in store about the customisation details. Advantages: - To interact with customers and satisfy requests immediately. - To show the customisation process to inspire and attract customers.

4. Selling to fashion brands ONLY will also sell some of the products through high street fashion brands. For example, the leather stamp for putting initials on leather goods will be sold at handbag or purse area at Topshop. Advantages: - To have high visibility for the products and increase brand awareness. - To connect the personalisation products of ONLY with high street fashion items.


Multi-channel Integrated Communications Plan


“Everyone is consuming information through a variety of channels. With an overwhelming amount of data available, effective approaches are about reaching the right people with the right message in the format they prefer.� -Ashfield

ONLY will adopt multichannel approach in communications strategy to develop the brand more thoroughly. For example, a print advertisement in magazine is tangible and credible. It can establish the brand recognition in customers’ mind. The importance of social media communications Is to bring the brand to life and to inspire and engage customers. Moreover, communications made by fashion bloggers will make a huge impact on their followers. ONLY will ensure the brand message and customer experiences across all channels are consistent. And the tone of voice will remind creative, inspiring and friendly. ONLY will also collaborate with a fashion designer in the sixth month of the communication plan to reinforce the plan. This will increase the brand credibility and awareness in fashion industry.

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1.Social Media Social media communications allow ONLY to promote and market its brand, with 46% of customer using social media as a primary source in their purchase decisions (Hylbak, L. 2013). Moreover, as ONLY’s targeted consumers are young people those are active on social media sites, social media becomes a very key element to engage them. ONLY will communicate with its existing customers and potential new customers through wide range of social media sites like Instagram, Pinterest, Snapchat, Twitter, Facebook, Weibo and etc.

A strong social media presence can build brand loyalty. The style of ONLY’s social media communications will remain creative and visually appealing in order to inspire customers. ONLY will not only post to introduce new products and services, but also show some excellent customisation examples and give some design inspiration to readers. Introducing ONLY’s seasonal promotion activities and brand collaboration is also one of the key messages to attract customers. Take Instagram as an example, ONLY tries to post nine pictures which can become a large picture. This is interesting and it improves the creative image of the brand.

The main focuses

To give customers more designs inspiration

To inspire customers by visually appealing pictures and to hold personalisation competition

To introduce brand collaboration, promotion activities and personalisation competition

Weibo – To introduce the brand to a global reach

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Pinterest page

Instagram page

18

posts

2k

followers

77

following

Facebook page Introduce Instragram personalisation competition

ONLY @ONLY

See the latest products from ONLY “It is your time to design, it is also your chance to produce.”

Everyone is creative. Customisation Expert - LONDON, United Kingdom

leather stamp

ONLY 5:20 PM

You’ve invited to our customisation competition! To win free monogramming services, £100 shopping voucher or other amazing prizes! Simply post your customisation designs and tag @ONLY on Instagram. See you there :-)


2. Bloggers and influencers Collaborating with bloggers and influencers is also an important strategies of ONLY. Consumers are turning to blogs for specific reasons as they travel through the path to making a purchase. According to data from a research study conducted by Research Now, 46% of people aged 18-34 use blogs for initial product investigation and 43% use blogs for inspiration. ONLY has identified five bloggers that would help to target ONLY’s ideal customers. They will recommend the product and service of ONLY to the public or share the personalised items to attract their followers. Their communications are reliable and attractive.

Miss Susanna Lau created the STYLE BUBBLE fashion blog to document her radical and imaginative insights on

Ayumi Seto has the enviable

fashion. It has now grown to become one

ability to fit any type of cloth-

of the most widely read and recognized

ing. She is cool and quirky and

fashion blogs followed by a large num-

her posts always have a magic

ber of fashion lovers.

power to attract people. She has strong influence on Japanese young women. Collaborating with her will help ONLY to increase it brand awareness in Asia.

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Camille Charrière is a half English, half French fashion journalist with her blog Camille Over the Rainbow. She has Ella Gregory’s blog Coco’s Tea Party is dedicated to sharing “attainable style inspiration” with fashion-savvy young professionals. It will be a right decision to collaborate with Ella as it could introduce ONLY in a more credible way to the customers.

Coming from American and Japanese descent, Ashley Yuka is a fashion blogger that speaks both Japanese and English. Her account is a great destination for fashion inspiration and provides a perfect platform for ONLY to showcase its products and services.

collaborated with brands such as H&M and Chloe and Magazines such as Vogue and Ella. She is mixed Parisian chic and cool British style and she has over 330k Instagram followers.


3. Print publications One of the benefits of using print publications to communicate with customers is to help the brand reach the target market, such as ONLY are targeting those look for latest trends and creative fashion. In addition, magazine advertising has the ability to display higher quality images which allows a clearer picture of the products and services, giving the public a better understanding of the brand. Magazines are also tangible and credible. ONLY identified 5 important magazines include lifestyle magazines and fashion magazines. Some of them are mainstream and will improve the brand visibility. Some of them are more targeted in order to reach the intended audience.

Mono focuses on the coolest gadgets and unique design products. It is perfect for

Ibought is a lifestyle magazine

tech-savvy individuals eager to stay on

that has shown rise in popu-

top of the seasonal trends. Collaborating

larity among fashion-savvy

with Mono will bring ONLY to the right

and creative individuals since

target audience.

2013.  ibought is also known for profiling lesser-known brands giving them increased exposure to a wider audience.

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Company Magazine is known for its

Wonderland is an international

EYESCREAM is a fashion and lifestyle

unique and amazing fashion and DIY

magazine offering a unique

magazine with a particular focus on the

coverage. Cooperating with Company

perspective on the best new and

creative and artistic side of fashion indus-

will bring ONLY to girls who dreams of

established talent across fashion

try through intriguing content on many

being street style spotted, loved the nice

and art. It is about inspiring and

of the individuals behind the scenes. It will

things in life and documents them on

playful.

be perfect for ONLY to be seen in a creative

social media.

magazine as it helps to build a strong and consistent brand identity.


4. Brand Collaboration

ONLY will collaborate with Issey Miyake in the sixth month of the communication plan. There are a few reasons to choose Issey Miyake rather than other designers. First and most importantly, Issey Miyake is known for his technology-driven designs and is one of the most innovative fashion designers. By collaborating with him, ONLY will connect with something modern, creative and trendy. It helps to build a strong and consistent brand identity. Second, Issey Miyake has huge impact on fashion lovers who pursue the freedom to have ideas, unconstrained by any pre-existing rules or framework, and to be able to make them realities through a tenacious process of research and experimentation. They are exactly the target customers of ONLY. Miyake will help ONLY to earn more credibility in the fashion industry as well as enhance kudos and prestige. Last but not least, As Miyake is an Japanese designer and has great influence in Asia, this collaboration will attract more Asian customers and improve ONLY’s brand awareness in Asia. This lays the foundation of entering Japanese market.

“FUTURE FASHION“

The name of this collaboration is “Future Fashion”, which means a new idea of fashion. It is about creativity and individuality. They will launch a new collection of modern technological style customisation options such as Miyake style pockets options and Miyake exclusive badges and pins. The customisation options are only available in store whilst the exclusive badges and pins can be purchased both online and in store. However, the main purpose of the collaboration is not focused on selling products, but to improve brand identity, increase brand credibility and improve brand awareness. Advertisement will be made through social media, magazines, in store poster and etc.

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“Future Fashion” Poster

FUTURE FASHION ISSEY MIYAKE × ONLY

O N L Y Miyake style new Pocket options miyake exclusive badges and pins

......

ONLY collaborates with the Japanese fashion designer ISSEY MIYAKE to celebrate that ONLY has established for a half year. A new collection of modern technological style customisation options is available both online and in store.


5. Press Release


“Future Fashion” by Issey Miyake and ONLY is hitting the fashion industry By Seven Zhang, Marketing Manager, ONLY May 27, 2017, Nottingham, the United Kingdom

“ Future Fashion”has landed and an amazing collection has been launched to the market! ONLY is collaborating with the Japanese fashion designers Issey Miyake to celebrate that the new brand ONLY has established for a half year and made great success. In terms of the highlights of this collaboration, Miyake designed an ultramodern pocket to allow ONLY’s customers to customise their clothes and bags. An exclusive collection of badges and pins with a strong feeling of future by Miyake and ONLY is also sold in store and online in Japan and the United Kingdom.

“Making ideas, making things that have never been made before; making new realities.” – Issey Miyake Miyake’s design concept is to embrace future, which means trying new fashion ideas that have never been created before. This reinforces the core value of ONLY “ONLY believes that the fashion world needs that special designs that only you have”. ONLY and Miyake is creating a new fashion concept. It is about creativity and individuality. This new idea of creative and exclusive fashion will potentially be an important future fashion trend and will create a huge impact on the fashion industry. About ONLY ONLY is a customisation company. It specialises in inspiring and creative fashion. It is committed to provide fashion lovers the most reliable personlisation products and customisation services. For more information, please visit http:/www.only.co.uk. About Issey Miyake: Issey Miayke, born in 22 April 1938, is a Japanese fashion designer. He is known for his technology-driven clothing designs, exhibitions and fragrances. L’eau d’Issey and Baobao are Miyake’s most well-known products.

For further press information, please contact: Seven Zhang, Marketing Manager, ONLY wanqizhang77@gmail.com +44 7477430768


Future Strategy for Entering Japanese Market Market Overview Collaborating with Japanese designer Issey Miyake and some Asian magazines and bloggers laid the foundation of entering Japanese market. As part of ONLY’s future strategy for global expansion, ONLY will enter the world’s third largest GDP country Japan (Eurotechnology Japan KK,2017) as its first foreign target. As Japan represents about 10% of the world’s economy (Eurotechnology Japan KK,2017) and ranked forth regarding its purchasing power parity (mecomete,2016), the market potential of Japan is considerable.

Smart Objectives 1. Japanese Instagram followers to achieve 5% of the total Instagram followers in 1 year. 2. To increase 20% of the sales in Japanese market in the second year of entering Japanese market. 3. To make ONLY the preferred brand of 18-30 years old females in Japan by 3 years.

Opportunities – Target Consumers Cosplay, which combines the words “costume” and “play”, is a popular activity among Japanese young adults who enjoy dressing up as anime or video game characters, or wearing distinctive costumes. This is the Japanese pop culture. Japanese cosplay lovers group is one of the main target consumers of ONLY. They are crazed about DIY. They love new and creative things. Thus, they would find ONLY helpful for them to personalise their costumes and create distinctive look. Cosplay lovers are potentially ONLY’s lovers. This is the opportunity.

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Entry Methods Internet, Pop-up stores, Concessions, flagship stores(probably) In terms of where the product and service will be sold in Japan, ONLY’s website will be the first entry point. This requires less investment and could be easily connected with ONLY’s online communications plan. In addition, ONLY will open pop-up shops which are temporary shops set up in in empty retail premises for a short period. There are many specific retail premises for cosplay lovers in Japan. Therefore, opening pop-up shops aims to target the Japanese cosplay group. Furthermore, ONLY’s products will be sold in Japanese concessions which could improve the brand visibility and awareness. Although this would make less profit for each product, this takes less risks and ONLY could probably earn a large numbers of sales volume from concessions. Depending on the sales performance of the below three methods, ONLY will consider to open a flagship store to expand the Japanese market and to provide more alternatives of customisation services.


Critical Path

Month

1st

2rd

3th

4th

5th

Introduce the brand on social media Introduce Product& Service on social media Magazines communications bloggers and influencers communications Instagram Personalisatoin Competition

Routes to Market Open E - Store

Selling to Fashion brands Launch ONLY’s APP Open Physical store

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6th

7th

8th

9th

10th

11th

12th

Communications Plan

Introduce ONLY on Weibo (Asian social media)

Brand Collaboration Press Release Introduce on social media

Advertise more on social media

Launch Miyake’s collection Advertise on Magazines Introduce by bloggers


Conclusion

This report creates an innovative brand ONLY that keeps pace with the times. It follows the important individualisation and personalisation trends. More importantly, ONLY found the perfect market gap to position itself as a high street customisation brand to satisfy the huge demands of personalisation for high street shoppers. In additions, ONLY is operating strategical multi-channel routes to market as well as adopting creative multi-channel communications plan. This report will bring ONLY to the accurate market and there is a grander prospect.

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Appendix Bibliography Books • Suphan, N. 2015, Customer Relationship Management Strategies in the Digital Era, 1stedition, The United States of America • Dibb, S. Simkin, L. Pride, W. & Ferrell, O. (2006),Marketing: Concepts and Strategies, 5thEuropean Edition, Houghton Mifflin, ISBN: 061853203X • Davis, M (2009) The Fundamentals of Branding, AVA publishing • Wheeler, A (2012) Designing Brand Identity, John Wiley & Sons • Evans, Martin J. (2009)Consumer behaviourHoboken, N.J. : Wiley ; Chichester : John Wiley • Jackson, T. and Shaw, D, 2009. Mastering: Fashion Marketing. The UK : Palgrave Macmillan • • •

Keller, Kevin (2012) Strategic Brand Management, Pearson Welters, L. Lillethun, A. 2007. The fashion reader. Oxford:Breg Raymond, M (2010) The Trend Forecasters Handbook, Laurence King Publishing

Websites • STRATEGICTHINKER.Available at: https://strategicthinker.wordpress.com/brand-awareness-differentiation-framework/ [Accessed 30 March 2017] • Investopedia. Available at: http://www.investopedia.com/terms/b/brand-personality.asp#ixzz4gWZDWHdk [Accessed 25 April 2017] • Helpscout. Available at:https://www.helpscout.net/75-customer-service-facts-quotes-statistics/ [Accessed 25 April 2017] • Style of Lady. Available at: http://www.ladyofstyle.com/[Accessed 5 May 2017] • Euromonitor International. Available at: http://www.euromonitor.com/ [Accessed 6 May 2017] • Japanese Market Entry. Available at: http://japanconsult.com/japan-market-entry/ [Accessed 28 May 2017]

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Articles • Kolowich, L. 2015, 12 Truly Inspiring Company Vision and Mission Statement Examples. [online]Available at: https://blog.hubspot.com/marketing/inspiring-company-mission-statements#sm.0018b3pkg1au4emztcs2bjzyx6i0t [Accessed 17 April 2017] • Lim, H. 2015, 2 5 Examples of Brand Identity Design Done Right. [online] Available at: http://www.hongkiat.com/blog/identity-branding-design-part-2/ [Accessed 17 April 2017] • Holt, B. 2015, The rise of personalisation. [online] Available at: http://www.telegraph.co.uk/ fashion/style/the-rise-of-personalisation/ [Accessed 17 April 2017] • SHERMA, L. 2014, CUSTOMIZABLE FASHION IS ON THE RISE. [online] Available at: https://fashionista.com/2014/06/customization-apparel-fashion [Accessed 25 April 2017] • Carter, K. 2010, Fashion Statement: Is customisation the future of fashion. [online] Available at: https://www.theguardian.com/lifeandstyle/2010/nov/10/fashion-statement-customisation-burberry [Accessed 25 April 2017] • The Whole Brain Group. 2016, Five Simple Steps To Creating An Ideal Customer Profile. [online] Available at: http://blog.thewholebraingroup.com/steps-to-creating-an-ideal-customer-profile • CLARK,M.2016, Seven of the best customisation services offered by brands. [online] Available at: http://www.fashionbeans.com/2016/best-clothing-brands-customisation-services/ [Accessed 13 May 2017] • TRAVIS BENNETT, T. 2014, A Competitive Analysis Example to Give You a Running Start [online] Available at: https://blog.udemy.com/competitive-analysis-example/ [Accessed 13 May 2017] • Campwell, L. 2017, How to develop a communication plan.[online] Available at: http:// www.hieran.com/comet/howto.html [Accessed 10 May 2017] • BENNETT, T. 2014, A Competitive Analysis Example to Give You a Running Start. [online] Available at: https://blog.udemy.com/competitive-analysis-example/[Accessed 10 May 2017] • Thoms, L. 2017, Product Differentiation. [online]Available at: http://www.investopedia.com/ terms/p/product_differentiation.asp[Accessed 29 May 2017] • Davis, E.2 016, 13 fashion bloggers to follow on Instagram who won’t annoy you. [online] Available at: http://www.glamourmagazine.co.uk/gallery/fashion-bloggers-to-follow-2016 [Accessed 10 May 2017] • Jones, A. 2016, Best Japanese Instagrammers.[online]Available at: https://suitcasemag.com/ fashion/global-style/best-japanese-instagram-accounts/ [Accessed 10 May 2017] • Dayal, P. 2016, Fashion Magazines. [online]Available at: http://www.vuelio.com/uk/social-media-index/fashion-magazines-uk-top-10/ [Accessed 29 May 2017] • Underwear. 2015. Top 15 Japanese Fashion Magazines.[online]Available at: http://discountupon.com/japanese-fashion-magazines/ [Accessed 15 May 2017] • Kayaki.2016.Popular Japanese Fashion Magazines for Men & Women. [online]Available at: http://blog.fromjapan.co.jp/en/fashion/introduction-to-popular-japanese-fashion-magazines-for-menwomen.html [Accessed 15 May 2017] • H&M.2017, FIVE INNOVATORS AWARDED FOR IDEAS THAT HELP CREATE A WASTE-FREE FASHION INDUSTRY. [online] Available at: http://about.hm.com/en/media/news/ general-2017/five-innovators-awarded-for-ideas-to-create-waste-free-fashion-industry.html [Accessed 28 May 2017] • Kramer, F. and Rietveld, W. 2017, RESULT CHAIR & PYRAMID COLLECTION. [online] Available at: http://hay.dk/globalassets/media-archive-pdfs/press/result-chair--pyramid-collection. pdf [Accessed 28 May 2017] • Fleishman, H. 2017, How to write a fashion press release.[online] Available at: https://blog. hubspot.com/marketing/press-release-template-ht#sm.00001qjdtceac4eicwwp3r5evpb1b [Accessed 28 May 2017]


Reference

Articles • Mohanty, S. 2016, The rise of personalisaton and customization, [online] Available at: https://fashionbi.com/insights/marketing-analysis/the-rise-of-fashion-personalisation-and-customisation [Accessed 28 March 2017] • BEST, E. 2015, MAD FOR MONOGRAM. [online] Available at: http://stylemagazines. com.au/fashion/mad-for-monogram/ [Accessed 28 March 2017] • Hylbak, L. 2013, Importance of social media marketing among small businesses. [online] Available at: http://www.bizible.com/blog/bid/343058/Importance-of-Social-Media-Marketing-Among-Small-Businesses [Accessed 30 May 2017] • Bousquet, K. 2014. 21 Amazing International Fashion Magazines You Should Know. [online]Available at: http://stylecaster.com/international-fashion-magazines/slide1 [Accessed 5 March 2017] • Gunelius, I. 2014. The influence of blogs on purchase decisions. [online] Available at: http://www.corporate-eye.com/main/the-influence-of-blogs-on-purchase-decisions/ [Accessed 30 March 2017] • Bridge, R. 2017, The right route to market. [online] Available at: http://entrepreneurhandbook.co.uk/right-route-to-market/ [Accessed 17 May 2017] • Khurana, A. 2017, Advantages of E-commerce over traditional retail. [online] Available at: https://www.thebalance.com/advantages-of-ecommerce-1141610 [Accessed 17 May 2017] • Lemola, H. 2015, A guide to Japanese fashion magazines. [online]Available at: https://hypebeast.com/2015/4/a-hypebeast-guide-to-japanese-fashion-magazines [Accessed 18 May 2017] • Alyward, K. Hutchinson-Brown, C. 2017, The importance of social media within a business. [online] Available at: http://digitalmarketingmagazine.co.uk/social-media-marketing/theimportance-of-social-media-within-a-business/1274 [Accessed 17 May 2017] Websites • Trend One. Individualisation. Available at: http://www.trendone.com/en/trend-universe/mega-trends/mega-trend-detail/individualisation.html [Accessed 5 March 2017] • Japanese Strategy. Available at: http://www.japanstrategy.com/business-in-japan/ [Accessed 17 May 2017] • Mecometer. Available at: http://mecometer.com/whats/japan/gdp-ppp/ [Accessed 20 May 2017]

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Illustrations for report • Bryn Sowden, 2017. Leather Stamp. Nottingham. • Tuve hotel background.2017. [digital image] Available at: http://www.tuve.hk/contact/ [Accessed 20 March 2017] Brand overview • Monograms choices, [digital image] Available at: http://stylemagazines.com.au/fashion/ mad-for-monogram/ [Accessed 20 March 2017] • G.T. Mens wallet, [digital image] Available at: http://www.menstylefashion.com/the-ultimate-bagfor-men-personalise-it/ [Accessed 25 March 2017] • Lily Charmed’s necklace, [digital image] Available at: https://www.lilycharmed.com/jewellery/engraved-silver-jigsaw-necklace [Accessed 25 March 2017] • Jeans badges[digital image] Available at:https://uk.pinterest.com/pin/480266747752942304/[Accessed 25 March 2017] • Special pocket[digital image] Available at: https://uk.pinterest.com/pin/480266747752942429/ [Accessed 25 March 2017] • Tuve hotel[digital image] Available at: http://www.indesignlive.hk/articles/projects/tuve-hotel [Accessed 27 April 2017] • Fashion photography[digital image] Available at: https://www.falmouth.ac.uk/fashionphotography [Accessed 27 April 2017] Product& Service • Burberry monogramming[digital image] Available at: https://www.wonderlandmagazine. com/2016/06/15/burberry-celebrates-craftsmanship-regent-street/ [Accessed 27 April 2017] • haute couture[digital image] Available at: https://uk.pinterest.com/pin/130111876711608575/ [Accessed 27 April 2017] • Katie Monogramms[digital image] Available at: http://www.katiekirkloves.com/2016/12/oasis-love-letters-monogrammed-bags.html [Accessed 5 May 2017] • Floral embroidery[digital image] Available at: http://www.lovemaegan.com/2016/07/diy-floral-embroidered-denim-inspireed-by-gucci-jeans.html [Accessed 5 May 2017] • Jeans badges[digital image] Available at: http://openwalls.com/image?id=7783 [Accessed 5 May 2017] • Vintage badges[digital image] Available at: http://www.freepik.com/free-vector/vintage-logos-bakery-in-blackboard-style_833457.htm [Accessed 5 May 2017] • Zipper designs[digital image] Available at: https://marketplace.secondlife.com/p/Ivylord-ZipperDesign-Set/3280328?id=3280328&slug=Ivylord-Zipper-Design-Set [Accessed 5 May 2017] • Pocket designs[digital image]] Available at: https://www.shutterstock.com/image-vector/set-pockets-outlines-56619781 [Accessed 5 May 2017] Target Customer • Creative light[digital image] Available at: http://www.stylist.co.uk/life/new-research-shows-thepersonality-trait-that-s-linked-to-creative-people-and-it-s-surprisingly-dark [Accessed 12 May 2017] • Fashion magazine[digital image] Available at: http://www.fashiongonerogue.com/ashley-benson-talks-chronically-metropolitan-dating-with-fashion-magazine/ [ Accessed 12 May 2017] • Makeup products[digital image] Available at: https://www.society19.com/20-makeup-dupes-nyxalmost-good-true/[Accessed 12 May 2017] • Street fashion[digital image] Available at: https://uk.pinterest.com/explore/street-style-fashion/?lp=true[Accessed 12 May 2017] • Kate spade bracelet[digital image] Available at: https://uk.pinterest.com/pin/AWA4YACiVotb54j39kFxJNhiUk20zBIRCyiBUcYZ5kuPxXq6AZ7E9Q4/[Accessed 12 May 2017] • Creative kitchen[digital image] Available at: https://uk.pinterest.com/pin/226024475027987605/ [Accessed 12 May 2017]


• Phone case[digital image] Available at: https://uk.pinterest.com/pin/466755948863704108/[Accessed 12 May 2017] • Coolest head phone[digital image] Available at: https://uk.pinterest.com/pin/331647960045800368/ [Accessed 12 May 2017] • Magazine[digital image] Available at: https://uk.pinterest.com/pin/248612841910014800/[Accessed 12 May 2017] • Fashion bag[digital image] Available at: https://uk.pinterest.com/pin/104005072625694394/[Accessed 12 May 2017] • Fashion girl[digital image] Available at :https://uk.pinterest.com/pin/720716746588459404/ [Accessed 12 May 2017] • Couple photography[digital image] Available at: https://uk.pinterest.com/ pin/463941199085601746/ [Accessed 12 May 2017] • Fashion girl[digital image] Available at : https://uk.pinterest.com/pin/AVg5Jeup_kWWXbNkkAuovApAolMsEqUyEGYwqXvwV_g4HZeYaYE90Vs/ [Accessed 12 May 2017] Market overview • Hand and lock[digital image] Available at: http://handembroidery.com/ [Accessed 18 May 2017] • Burberry bag[digital image] Available at https://us.burberry.com/monogramming-gifts/[Accessed 18 May 2017] • Kate Spade bags[digital image] Available at http://www.bagaddictsanonymous.com/2016/12/katespades-give-it-twist.html [Accessed 18 May 2017] • Mon Purse[digital image] Available at: http://uk.monpurse.com/#OV1fcK3h7hRfMHV7.97[Accessed 18 May 2017] • Lily Charmed[digital image] Available at https://www.lilycharmed.com/ [Accessed 18 May 2017] • Burberry monogramming. [digital image] Available at: https://www.wonderlandmagazine. com/2016/06/15/burberry-celebrates-craftsmanship-regent-street/ [Accessed 20 March 2017] Communications plan • Miyake bag[digital image] Available at: https://www.connox.com/categories/accessories/bags-baskets/iittala-x-issey-miyake-bag.html [Accessed 24 May 2017] • Issey Miyake[digital image] Available at : http://hashtaglegend.com/post/issey-miyake-fashion-runway-design-exhibit-japanese-designer [Accessed 24 May 2017] • Japan[digital image] Available at: http://www.swap.ca/japan/[Accessed 25 May 2017] • Japanese cosplay lover [digital image] Available at: http://www.eternalcollegest.com/entry/sanpo [Accessed 25 May 2017] • Tokyo pop-up stores[digital image] Available at: http://www.herworldplus.com/fashion/updates/ where-to-buy-clothes-from-young-singapore-fashion-labels-at-parco-marina-bay [Accessed 25 May 2017] • Japanese Cosplay culture[digital image] Available at:http://www.kikkoman.eu/consumer/newsletter/130705-japan/crazy-japan-manga-cosplay-und-vocaloid/ [Accessed 25 May 2017] • Japanese cosplay [digital image] Available at: https://randomnessthing.com/2011/06/20/cosplay-final-fantasy-xiii-lightning/[Accessed 25 May 2017]

Illustrations for brand book and A3 boards • Bryn Sowden, 2017. Leather Stamp. Nottingham. • Jeans badges, 2015. [digital image] Available at:http://openwalls.com/image?id=7783clutches/?lp=true [Accessed 20 March 2017] • R.S. monogramming, 2016. [digital image] Available at:https://nz.pinterest.com/explore/custom[Accessed 20 March 2017] • L.H. Mad for monogram, 2015. [digital image] Available at: http://stylemagazines.com.au/fashion/ mad-for-monogram/ [Accessed 27 April 2017] • ACNE Studio, 2017. [digital image] Available at:https://uk.pinterest.com/pin/480266747752942376/ [Accessed 27 April 2017] • Pointy heels.[digital image] Available at:https://uk.pinterest.com/pin/480266747752942438/ [Accessed 27 April 2017]

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• Anne Pa ladent [digital image] Available at: https://uk.pinterest.com/pin/480266747752897666/ [Accessed 27 April 2017] • LV stamping. 2016. [digital image] Available at: http://securitysystems.niddha.com/_aspnet_client/system_web/4_0_30319/2_0_15619/2_0_36212/div_en.php?2013/12/hot-stamping-service-at-louis-vuitton-philippines.html [Accessed 5 May 2017] • Katie monograms, 2016 [digital image] Available at: http://www.katiekirkloves.com/2016/12/oasis-love-letters-monogrammed-bags.html[Accessed 8 May 2017] • Burberry monogramming. 2016 [digital image] Available at: https://uk.burberry.com/monogramming-gifts/ [Accessed 8 May 2017] • Embroidery initials [digital image] Available at: https://www.penmayne.com/blogs/ news/57906435-new-personalised-monogramming-service [Accessed 8 May 2017] • Floral embroidery. [digital image] Available at: http://www.lovemaegan.com/2016/07/diy-floralembroidered-denim-inspireed-by-gucci-jeans.html [Accessed 8 May 2017] • Jeans badges. [digital image] Available at: http://openwalls.com/image?id=7783 [Accessed 8 May 2017] • Vintage badges. [digital image] Available at: http://www.freepik.com/free-vector/vintage-logosbakery-in-blackboard-style_833457.htm [Accessed 8 May 2017] • Emily zipper, 2016. [digital image] Available at: https://marketplace.secondlife.com/p/Ivylord-Zipper-Design-Set/3280328?id=3280328&slug=Ivylord-Zipper-Design-Set [Accessed 15 May 2017] • Pocket design. [digital image] Available at: https://www.shutterstock.com/image-vector/set-pockets-outlines-56619781 [Accessed 15 May 2017] • Fashion bag[digital image] Available at: https://uk.pinterest.com/pin/104005072625694394/[Accessed 12 May 2017] • Fashion girl[digital image] Available at: https://uk.pinterest.com/pin/720716746588459404/ [Accessed 12 May 2017] • Couple photography[digital image] Available at: https://uk.pinterest.com/ pin/463941199085601746/ [Accessed 12 May 2017] • Fashion girl[digital image] Available at: https://uk.pinterest.com/pin/AVg5Jeup_kWWXbNkkAuovApAolMsEqUyEGYwqXvwV_g4HZeYaYE90Vs/ [Accessed 12 May 2017] • LV luggage. 2016 [digital image] Available at:https://uk.pinterest.com/explore/louis-vuitton-luggage/?lp=true [Accessed 15 May 2017] • Mono coverage. [digital image] Available at:http://blog.fromjapan.co.jp/en/fashion/introduction-to-popular-japanese-fashion-magazines-for-menwomen.html [Accessed 15 May 2017] • Ibought coverage. 2016 [digital image] Available at:https://hypebeast.com/2015/4/a-hypebeast-guide-to-japanese-fashion-magazines [Accessed 20 May 2017] • Eyecream coverage. 2016 [digital image] Available at:https://hypebeast.com/2015/4/a-hypebeast-guide-to-japanese-fashion-magazines [Accessed 20 May 2017] • Company coverage. 2016. [digital image] Available at: https://www.magazine.co.uk/fashion-and-beauty-magazines [Accessed 20 May 2017] • Wonderland coverage. 2017. [digital image] Available at: http://www.vuelio.com/uk/social-media-index/fashion-magazines-uk-top-10/ [Accessed 20 May 2017] • Style bubble. 2017 [digital image] Available at: http://stylebubble.co.uk/ [Accessed 20 May 2017] • Coco’s tea party. 2017. [digital image] Available at: http://cocosteaparty.com/ [Accessed 20 May 2017] • Ayumi. 2017. [digital image] Available at: https://suitcasemag.com/fashion/global-style/best-japanese-instagram-accounts/ [Accessed 20 May 2017] • Camille Charriere. 2017. [digital image] Available at: http://www.camilleovertherainbow.com/ [Accessed 20 May 2017] • Ashley Yuka. 2017. [digital image] Available at: http://pinkmartinicollection.com/blog/four-topjapanese-fashion-bloggers-you-must-check-out/ [Accessed 20 May 2017] • Issey Miyake[digital image] Available at:https://howtospendit.ft.com/house-garden/46863-issey-miyake[Accessed 20 May 2017] • Nasty Vogue.2017 [digital image] Available at: https://uk.pinterest.com/ pin/480266747752942429/[Accessed 20 May 2017]


ON L Y

The fashion world needs that special designs that only you have.

Product Designer: Bryn Sowden Brand Marketing Consultant: Seven (Wanqi Zhang) Date: 1/6/2017

Profile for SEVEN - WANQI ZHANG

New Brand Development  

Fashion Marketing& Branding. Year 2 module:Brand Environment. Collaborative Project: I took on the role...

New Brand Development  

Fashion Marketing& Branding. Year 2 module:Brand Environment. Collaborative Project: I took on the role...

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