Su Shan Leong (200971354)

Fashion Marketing

DESN 1355: Fashion Marketing3287 words (3000+10%)

Report

Executive Summary page 5

Introduction page 6

Literature Review page 7

Research Methodology page 8

Acne Marketing Mix pages 9 - 15

Alias Mae Marketing Mixpages 16 -21

Jeffrey Campbell Marketing Mixpages 22 - 26

Recommendationspage 27

Conclusionpage 28

Appendix pages 30 - 41

Figurespages 42 - 43

Biblographypages 44 - 45

Referencespages 46 - 48

Figure Referencespage 49

Picture Referencespages 50 - 51

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The report was commissioned to examine the differences in the three brands namely Acne Studios, Alias Mae and Jeffrey Campbell marketing mix with relation to three similarly styled garment. The research will cover an extensive overview of each of the three brands’ history and the marketing strategies using the 4Ps framework. After evaluating and analysing of the above findings, a series of recommendations will be made to each brand with regards to new strategies that could increase their business growth potential and build a strong brand image.

ExecutiveSummary

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With the intent of providing recommendations to potentially increase each brands business revenue and identity, an in-depth analysis of the brands’ marketing mix will be carried out through extensive primary and secondary research. Equally, the three similar footwear will be analysed. This paper will seek to study and investigate the differences in the application of the marketing strategies between Acne Studios, Alias Mae and Jeffrey Campbell, which lies on three different market tiers – luxury, mid-market and high street.

introduction

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Today, marketing is vital to every business success. “A marketing strategy consists of [distinct] strategies for target markets, positioning, the marketing mix and expenditure levels” (Armstrong and Kotler, 2011). It defines how the organisation satisfy its customers by understanding and meeting their needs through the innovation of products and services and as a result build a “profitable customer relationships” (Armstrong and Kotler, 2011).

This section will also highlight the influence of the marketing mix which is an integrative marketing

programme that consists of a set of well-planned marketing tools that aims to convey the value proposition to its target market segments (Armstrong and Kotler, 2011). It consists of these four factors – product, price, place and promotion which the organisation can control and create an intended response for its target market.

Literature review of

the research theories

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Primary research is carried out through an observational study only for Acne in two out of the three studios in London. It took place on Tuesday, 29 March 2016. By conducting the observation, it helps to frame the business better and provide a deeper insight into the brand. Another primary research involves a pictorial survey that is carried out to understand customers’ perception of the three similarly styled boots. Secondary research includes the use of literary materials found in books, financial reports, fashion blogs, news articles and trend forecasting website to further evaluate each of the three brands marketing strategy. Re

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Acne is founded in 1996 by Jonny Johansson in Stockholm, Sweden. Now, Acne Studios is a “modern, luxury fashion house” (Björk, 2015) that incorporates various elements of arts such as architecture, photography and ultimately the Swedish culture into its design. Not only does the brand sell women and menswear but it also sells furniture and various forms of editorials like magazine and books.

Acne

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The core product of Acne is to provide stylish and luxurious products to their consumers.

One example of Acne actual product is the Acne Studios Jensen grain Chelsea boots (refer to Appendix 1.1) cost £370 which reflects the quality of boots since 100% calf leather is on the upper and the sole is half-rubber. It is in a classic Chelsea silhouette with a twist and comes in EU35-41. Silver pointed embellishment at the tip of the boots for a unique design. Another chic, aesthetic design of the boots is the elastic panels at the both sides is angularly shape. The 20mm height stacked leather heels provide a comfort support.

The actual products of Acne consist of a wide range of high-quality products for both women and menswear, packaging, brand logo and colour. The brand name, Acne stands for the “Ambition to Create Novel Expressions” (Cochrane, 2013). Despite the negative meaning of the name, it has made a name for itself in the fashion industry.

The brand classic light pink used on all of its packaging, store interior design and stationary, makes it an actual product of the brand. Mikael Schiller, the chief executive, noted that he wanted a “recognisable bag” (Cochrane, 2013) which spark the innovation of Acne trademark pink. Acne packaging is beautiful, minimal and made of high-quality paper that adds on to delivering the core product benefits.

Acne additional augmented products build around the core and actual product. (Armstrong and Kotler, 2011). There is a 14-day return policy for a full refund or exchange that is valid worldwide. Acne guarantees the quality of products; customers can report manufacturing fault for a product within seven days to a year and they will provide a unique customer service for that. “Over 200 retail staff” (independent, 2008) provide excellent customer service in store (refer to Appendix 1.2).

product

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“We start with the product and say: let's make a good product or film or design. Then we look at cost” (Anon, 2006) as mentioned by Jonny Johansson. Judging from this, Acne uses cost-based pricing and the combination of competition based pricing strategy for all its products.

The price of garments for both women and menswear start with the lowest £70 and the highest price point of £2,000. Acne implements a competitor based pricing strategy to lower, match or higher their prices against their competitors such as Carven (refer to figure 1.1 and 1.2).

For cost-based pricing strategy, Acne will design a good product and then “sets the selling price of the product plus a fair rate of return for its effort and risks” (Armstrong and Kotler, 2011). Since Acne delivers high-quality products, the use of expensive fabrics and craftsmanship are involved. Naturally, the cost price would be higher and as result Acne would earn higher prices and margins. Hence, the 2014 financial report showed the cost of sales was £2,958,000 and the gross profit was £2,657,000 (Acne Limited, 2015). Acne Studios do not need significant volume of sales as it has high-profit margin to make a profit. Not only that, the cost-based pricing strategy makes Acne target customers perceive their products to be of a premium value which creates a luxury social image for the brand.

Price

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Acne is present in 66 countries around the world (Fury, 2015). All of the Acne Studios distribute

at prime locations in the city. When it comes to spreading their stores around the globe, the

top priority for Acne is that the studio must add personality to the city and not “places where

the company would necessarily make a [profit]” (Yaeger, 2013).

place

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Acne has an online store that sells their products worldwide, 70 countries in total. Not only that, Acne online website and store shows all the goods in one page which loads the site quicker creating a hassle-free customer online shopping experience. 125 online retailers (Fashionsauce, 2016) allow Acne to expand their market beyond Sweden. Through online retailers, Acne can find new potential target market or new market opportunities that it can tap on in the future.

Acne has a huge corporate vertical marketing distribution system. They have the ownership to the production and manufacturing stages Armstrong and Kotler, 2011). All of Acne products are design by in-house designers. The brand work in close collaboration with Swedish Textile Water Initiative “[consisting] of several Swedish fashion and textile retailers who are part of their sustainability movement towards “production and manufacturing of fabrics and leather” (Acne Studios, 2012). Not only that, Acne have products manufactured in Asia and Europe (Acne, 2012). They have three main logistic and freight partners when it comes to the supplying, delivering and the warehousing of their products before eventually ending up in stores.

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The company mission when it comes to advertising and promotion has always been an elusive brand and not reveal “everything to everybody” (Yaeger, 2013). Hence, they do no partake in traditional marketing which means not appearing in big fashion publishing like Vogue. For Acne, advertising is communicated through Acne Paper. It is unlike any other fashion publishing as it focusses more towards the arts and on a specific on each biannual issue. With fewer investments in advertising, Acne can make better quality products that their customers want.

Acne Studios does PR events like the annual fashion shows, the occasional exclusive events like the “Spontaneous Sale” (Arvidsson & Agné, 2011) in Gothenburg that include sales promotion on the brand products. Events like this create brand awareness and promote Acne as a corporation and Acne Studios as well (Arvidsson & Agné, 2011).

Acne Studio uses social media marketing for promotion and customer engagement. Currently, on Instagram, it has 1.1 million followers and 550,659 followers on Facebook. Fashion influencers on Instagram and YouTube promote Acne products through review but are not sponsored by Acne.

Acne studio layout is a promotional strategy in itself (refer to Appendix 1.2). As mentioned by Jonny Johansson, "no two Acne stores are ever the same" (Marsh and Kaplan, 2008). Each studio layout is unique which target different consumer demographics. Not only that, retail staff, Jay-Jay Johnson, whom recently became a famous European pop star continue to work in the Stockholm store once a week adding to the promotional strategy of Acne (Independent, 2008).

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Alias Mae is an independent fashion boutique based in Australia. Founded on July 2011 (Ellis, 2014) by shoe maker and designer Tom Krikhope. It sells handmade shoes and recently bags to New Zealand, Europe and Australia.

Alias Mae

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Alias Mae core product is to the deliver the highest quality of handmade leather products that the consumer desire. It has a relatively good product line which consists of women’s footwear and bags.

One of the actual product is the Dexter boots (refer to Appendix 1.1). The sizes of the boots range from European 36 – 41. The upper and the lining consists of 100% genuine leather but the outer sole is made up of synthetic material which showed that Alias Mae targets the mid-market because the luxury brand like Acne does not use synthetic material in its footwear. It comes in two colour, black and black nubuck and produces only eight pairs of shoes per colour to create the exclusivity (The Iconic, 2016) and demand.

The sizes of the boots range from European 36 – 41. The low block heel is 4.5cm makes walking comfortable. The boots come in a pointed toe silhouette much like the Chelsea. The gusset on both sides is in a triangular angle that makes it easy to slip on and off. The leather on the upper is smooth; no grains is visible creating a clean surface. All Alias Mae shoes will come in a black shoe box designed by Peter Neilson.

Alias Mae have several augmented products like shipping and delivery service, exchange and return which are additional touches that build around the core and actual product. Despite the fact that Alias Mae do not have any independent boutique stores, they do not have any online personal assistant to assist customer during their purchase.

product

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One key pricing strategy that Alias Mae use heavily is psychological pricing. It focuses on the “psychology of prices and not simply the economics” (Armstrong and Kotler, 2011). Acknowledging this Alias Mae core product to deliver a quality handmade product, it is no surprise that the Dexter boots cost AUD219.95. Resulting in customers seeing this pair of boots to be more valuable because of the price and the materials used.

Part of the psychological pricing includes price referencing. All of the products sold on the online store (refer to figure 1.3) had a difference of just 5 cents which causes a huge psychological difference in the customer buying behaviour. Customers may see it as a bargain for the bag sold at AUD299.95 because it in is the AUD200 range rather than an AUD300 price suggesting a higher quality product.

Price

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placeAlias Mae do not have any independent store. It heavily relies on retailers and online retailers to sell its shoes and bags. Sever-al Australian retailers like Hobbs, House of Leather, stock their footwear. Alias Mae has an online store that caters for local and international purchases.

Since Alias Mae is young, fashion brand, the distribution channel is the "vertical marketing system" (Armstrong and Kotler, 2011). According to Tom Kirkhope, “it is a medium-sized brand with a strong relationship with [the] factory" (Ellis, 2014). Clearly reflected in the leather used in the Dexter boots which looks “appealing [and] well made” (refer to Appendix 1.3). The brand design the shoe but manufacturing takes place in the factory. The brand has an “agile lead time” (Ellis, 2014) as it only takes be-tween 13 weeks for the product to be completed and in stores.

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Few promotional campaigns can be seen for Alias Mae since it started. Currently, it has a newsletter subscription on the website. Regular sales promotion on the web to remove old stock. They do not have a store to promote their products and everything is done through social media marketing mainly Instagram and Facebook. The outreach is tiny compared to Acne Studios and Jeffery Campbell. Even though Alias Mae is relatively active on social media, their marketing technique is not well communicated to its target audience.

The brand has tried to produce several advertising campaigns to promote their products and create brand awareness but it is not well done. It did not amplify the products through the visuals and prints and customers are not triggered to buy the shoes because of the campaign.

One example would be the editorials for the 2013 Spring/Summer and Fall/Winter campaign. It only appeared on Facebook, which has a smaller user frequency compared to the online store.

promotion

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Jeffrey Campbell founded in 2000 at Los Angeles, USA (Office, 2016). It is a family-based label that targets the high street. The founder and CEO, Jeffrey Campbell makes footwear the centre of attention instead of an accessory to compliment any outfit. Inspired by the latest fashion trends from the runways and the streets, it is readily available all around the world through a few distribution channels. jeffrey

Campbell

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Jeffrey Campbell core product is to create trendy shoes that retail at an affordable value. An actual product is the low-heeled Cevin boots that have a leather upper and lining. Synthetic material is used to make the sole. An elastic, triangular piece of fabric is visible on both sides of the boots. Unlike the Alias Mae and Acne Studios boots, it does not have a metal tip at the pointed tip of the boots. One additional product feature of Jeffrey Campbell footwear design is the offering of in-between sizes such as 6.5, 7.5, unlike its competitors that offer regular American sizes of 6 – 10.

Part of the actual product is the generating of footwear design every week as seen on the website new arrivals section. The use of synthetic materials on Cevin boots shows the lack of production quality. The article “looks cheap for the mass market because of the fabric use” (refer to Appendix 1.3). The packaging provided by Jeffrey Campbell is trendy which adds on the company core product. Most augmented products like free shipping and return policy that Jeffrey Campbell caters are solely for American customers who shop on the website and not internationally.

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“Most major juniors' labels are content to cash in on high-volume, low-cost product -- all the while keeping price points competitive.” (Baran, 2005). Jeffrey Campbell is one of the “group sophisticated juniors' labels” (Baran, 2005).

Therefore, Jeffrey Campbell uses good value pricing strategy be-cause the brand “believe in pro-viding fashion for less” (Baran, 2005). Part of the reason why the brand opted for good value pric-ing strategy because junior labels are “locked” (Baran, 2005) into departmental stores which require them to meet the store profit mar-gins. As a result, forcing Jeffrey Campbell to the “the lowest com-mon denominator” (Baran, 2005). It cannot create a pair of shoes that are too fashionable because it does not appeal the mass market.

Not only that, when it comes to re-tailing in the departmental stores, Jeffrey Campbell shoes face a huge issue because of its pricing strat-egy, it simply does not fit in any category. Hence, a combination of competition-based and psycholog-ical pricing strategies are imple-mented to encourage customers to purchase their shoes over other junior brands like “Steve Madden, Skechers and Charles David” (Ba-ran, 2005).

Price

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Found in 28 countries around the world, Jeffrey Campbell heavily relies on the retailing to “2,100 boutique stores” (Baran, 2005) worldwide. By doing so, the company has an increase in sales volume of 18% from 5.5 to 6.5 million within a year (Baran, 2005). Not only that online retailers are still part of the main outlet for sales. The corporate brand website is still an attractive place for customer to purchase their shoes as it ships internationally.

place

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Jeffrey Campbell relies upon heavily on advertorial campaign. Since Jeffrey Campbell targets stylish, 16 – 25 years old women with little disposable income, it has successfully communicated that in all its campaigns.

It has an adamant online presence with product and brand publicity, editorials and interviews shown on the web. Social media marketing has been well demonstrated by the brand as it currently has 1 million followers and 331,000 followers on Instagram and Facebook respectively. “70% of Instagram users come from outside of the United States” (LePage, 2015) which is an excellent platform for the brand to leverage on and create brand awareness.

promotion

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Acne fair best regarding the implementation of marketing strategy compared to Alias Mae and Jeffrey Campbell. The success of Acne is the brand ability to be able to make their new marketing strategy compatible with the “existing infrastructure of business” (Fraser, 2012). Acne was able to do in a “scalable system that gives [it] a sustainable advantage” (Fraser, 2012) over the two other brands.

However, for Acne to be ahead of its game, it has to change regularly with the environment as without change Acne would lose the competitive edge and will fail to meet customer expectation. One new opportunity for Acne can be the collaboration with more profound artists and high street brands. It can bring about in a new market segmentation for Acne to target in the future while creating more buzz for the brand.

The differentiating factor in Alias Mae and Jeffrey Campbell marketing strategy lies in the use of promotional tools. Jeffery Campbell had a clear indication of their target

market and centred their marketing mix around them. However, Alias Mae seem not to define their target market precisely which resulted in unclear promotional tactics. For, Alias Mae more research and understanding of their target customer unmet needs, will lead to new areas of opportunities for the brand.

Jeffrey Campbell, the opportunity for storefront expansion, could help grow their business as they do need to rely heavily on retailers and boutique stores. Notably, they can even apply blue ocean strategy, and “create uncontested market space which reaches beyond existing demand” (Bakar, 2014). It will not only beat out competitors but also “appeal to non-customers” (Bakar, 2014).

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Marketing principles and tools allow us to understand better the three fashion brands, successes and shortcomings affected by the environmental trends. It is crucial for fashion brands to be always researching and looking into new opportunities and threats to remain relevant in the industry. Much so, in this 21st century where the environment is very lucrative. The success of a fashion brand marketing strategy lies in the understanding of their target customers and building a loyal relationship through its products, distribution channels, pricing and promotional strategies. It is essential for fashion brands to challenge the norm and question the industry to discover new ways to tackle problems. Not only will it give the brand a competitive advantage over one another but also grow their business and build a stronger brand.

Conclusion

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AppendixAppendix 1.1 Three Similar Product Comparison Table

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With attention to the primary research conducted at two out of the three stu-dios in London along Dover and Pel-ham Street, the store layout is very different which caters to different mar-kets.

The Dover studio was the first store to open in the United Kingdom. It caters more towards the younger and inter-national customers mainly from Japan, Hong Kong and China because it is at the heart of the shopping district in London. The “decompression zone” (Khan, 2014) is the first thing that a customer notices when they enter the store and it has a brightly yellow painted piano and is part of the store concept that creative director, Jonny Jo-hansson wants to convey. From there, the flow of the store is easy to navigate and there is no furniture or clothing stand obstructing the customer. The studio is well-lit with warm lights and the use of vibrant colours and furnish-ing add to the youthful atmosphere. There are five levels to the studio and every level holds a significant meaning of Acne. The ground level caters to the highly demanded menswear garments and subsequently the womenswear level, denim on the third and lastly the gallery filled with accessories like bags, jewellery and shoes.

The Pelham studio caters to customers that want a quiet and more conducive shopping experience because it is fur-ther away from the hustle and bustle of

the city. Located in South Kensington, “one of the wealthiest area in London” (Visit London, 2016) is filled extrav-agant museums and highly sophisti-cated individuals including celebrities. Therefore, making it a prime location for Acne Studios. According to the staff at Pelham, she mentioned that custom-ers whom frequently visit this studio are normally above the age of thirty compared to the Dover Acne studio. The store layout causes a shift in cus-tomer demographics. The façade of the store is white with tinted doors creat-ing a sense of elusiveness just like any other luxury brands likes Louis Vuit-ton compared to the first Acne studio. Again, the ground level of the store contains menswear garments while the womenswear is in the basement. The interior of the store is made up of cool, industrial elements which contrast the “soft and subtle…material palette” (Bozarthfornell Architects, 2016) that Acne brings out in its garment design which hangs around the store. Some part of the floor carpet is in classic Acne pink tone. Not only that, there is a chair located next to the shoe shelves which is where all the staff and cus-tomer relation takes place while they try on shoes or seeking for style advice. There is two service staff of both sexes willing to serve their utmost best to the customers.

Appendix 1.2 Observational studies at Acne Studios

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Appendix 1.3 Pictorial Survey Results

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Appendix 1.4 Additional Acne Studios Marketing Mix Strategy

Product

Swedish students at the University in Sweden have conducted a research asking people on their association with the word acne, many of which mention the fashion brand (Independent, 2008). Showing that Acne have succeeded in promoting its brand to their customer that the “perception of the word” (Independent, 2008) has changed.

Price

Acne did not want to attempt customer value based pricing because as mention by the creative director, “if you buy yourself into a market you have a different relationship with it. We are not persuading people to buy by advertising, but [merely] creating or reading the trends correctly” (Anon, 2006).

Promotion

Acne Studios is not just a fashion house that designs beautiful garments for both sexes but does other aspects of art, furniture, books, exhibition and designer collaborations as well.

All their brand collaborations like Lanvin and the “iconic Spring/Summer 2012 collection with Daniel Silver” (Smith et al. 2013) are announced through Acne Paper to create that sense of exclusivity to their consumers. It is initially due to financial difficulties when the business started and Jonny decided to focus on making and designing garments instead of investing on advertising. Therefore, it is now a marketing strategy that they strive as an organisation, create beautiful product be it a garment or biannual magazine, Acne Paper and if it sells than their brand would spread through word of mouth and customers would keep coming back.

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More details about the Spontaneous Sale event.

One of which is an event held on May 2011 at Gothenburg called “Spontaneous Sale” (Arvidsson & Agné, 2011) where customers receive 20% storewide discount in that event. It was a fancy networking event filled with champagne and live music.

More details about the other event.

Another campaign called “The World’s Greatest Dice Roll” (Acne Agency, 2016) is a video advertising campaign being promoted as a game where people have to bet where the dice would land. The winner of the campaign would win a trip to Greenland and within that month, over 1 million people have viewed the video campaign.

Appendix 1.5 Additional Alias Mae Marketing Mix Strategy

Product

Free delivery is available in Australia but not on international orders (Alias Mae, 2016). Currently, Alias Mae only ships to the United States, United Kingdom, Europe, New Zealand and Australia. Exchange and returns are only allowed in Australia. However, there are terms and conditions which need to be applied (Alias Mae, 2016). No aftercare services provided which is crucial since Alias Mae claim it uses 100% genuine leather on its product and leather needs to be maintained.

Appendix 1.6 Additional Alias Mae Marketing Mix Strategy

Promotion

A more recent example would be, Jeffrey Campbell releases a free colouring book and a special gift on Instagram. To win the limited edition gifts, the user has to sign up for their email subscription which will add to Jeffrey Campbell customer database. A study by Custora has shown that “visitors who arrive from email are 11% more valuable that average” (Pulkit, 2014) thus this will benefit Jeffrey Campbell business in the long run.

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Figures

Figure 1.1 Screenshot of Pull Maille Texturé sweater on Carven website.

Figure 1.2 Screenshot of Bird U Fleece Soft Pink Sweater from Acne Studios website.

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Figure 1.3 Screenshot of Alias Mae products.

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Acne Studios. 2016. Acne Studios - Jensen Grain Black. [Online]. [Accessed on 10 May 2016]. Available from: http://www.acnestudios.com/uk/en/shop/women/shoes/jensen-grain-black.html Acne Studios. 2016. Shoe care Shop Ready to Wear, Accessories, Shoes and Denim for Men and Women. [Online]. [Accessed on 10 May 2016]. Available from: http://www.acnestudios.com/uk/en/shopping-help/shoe-care

Alias Mae. 2016. Alias Mae Footwear | Dexter. [Online]. [Accessed on 10 May 2016]. Available from: https://www.aliasmae.com/dexter.html?color=Black BrandsLocation. 2015. Alias Mae Office Address, Customer Service Number, Toll Free Helpline, Email. [Online]. [Accessed on 10 May 2016]. Available from: http://brandslocation.com/alias-mae-office-address-customer-service-number-toll-free-helpline-email/

Chron. 2016. Low-Margin Business vs. High-Margin. [Online]. [Accessed on 10 May 2016]. Available from: http://smallbusiness.chron.com/lowmargin-business-vs-highmargin-23272.html Creal, S. 2013. Acne Studios. [Online]. [Accessed on 10 May 2016]. Available from: https://prezi.com/b2t3-d1d0wce/acne-studios/

Jeffrey Campbell. 2016. Jeffrey Campbell Shoes CEVIN Boots & Booties in Black. [Online]. [Accessed on 10 May 2016]. Available from: http://www.jeffreycampbellshoes.com/boots-booties/cevin#.VzKEAmPg_mI

Jildor Shoes. 2016. About Jeffrey Campbell Since 1949. [Online]. [Accessed on 18 March 2016]. Available from: http://www.jildorshoes.com/brand_bio.cfm/hurl/jeffrey-campbell/catID=15401

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Kellam, H. 2013. Jeffrey Campbell Shoes. [Online]. 4 December. Prezi. [Accessed on 10 May 2016]. Available from: https://prezi.com/-firrx2fs_yq/jeffrey-campbell-shoes/

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Marsh, E. and Kaplan, J. 2008. Women’s Wear Daily. 195(60). p.8 Pulkit. 2014. How Online Fashion Retailers can use Email Marketing for Brand Building, Profit & Customer Retention – 67 Points Checklist. [Online]. [Accessed on 10 May 2016]. Available from: http://ilovefashionretail.com/fundamentals/how-online-fashion-retailers-can-use-email-marketing-for-brand-building-profit-customer-retention-67-points-checklist The Iconic. 2016. Alias Mae Shoes Online Australia. [Online]. [Accessed on 18 March 2016]. Available from: http://www.theiconic.com.au/alias-mae/

Office. 2016. Jeffrey Campbell Shoes. [Online]. [Accessed on 18 March 2016]. Available from: http://www.office.co.uk/brand/jeffrey_campbell Visit London. 2016. South Kensington: London's Museum Quarter. [Online]. [Accessed on 10 May 2016]. Available from: http://www.visitlondon.com/discover-london/london-areas/central/kensington-londons-museum-quarter#0EYDuU07k0Xo6Ctl.97

Yaeger, L. 2013. How to Succeed in Fashion Without Trying Too Hard; Before growing into a global fashion business with high-profile collaborations, its own culture magazine and an ever-evolving product line, Acne Studios began as a boutique creative consulting firm that played by a few counterintuitive rules--ones it still stands by today. Wall Street Journal. [Online]. 14 March. [Accessed on 15 April 2016]. Available from: http://0-search.proquest.com.wam.leeds.ac.uk/docview/1316660624?accountid=14664

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figureReferencesFigure 1.1. Screenshot of Pull Maille Texturé sweater on Carven website.2016. [Online]. [Accessed on 10 May 2016]. Available from: http://www.carven.com/en_uk/pull-maille-texture-35737.html

Figure 1.2. Screenshot of Bird U Fleece Soft Pink Sweater from Acne Studios website. 2016. [Online]. [Accessed on 10 May 2016]. Available from: http://www.acnestudios.com/uk/en/shop/women/sweatshirts/bird-u-fleece-soft-pink.html

Figure 1.3. Screenshot of Alias Mae products. 2016. [Online]. [Accessed on 4 May 2016] Available from: https://www.aliasmae.com/index.php?action=category

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pictureReferencesExecutive Summary

Pinterest. 2016. Photograph of an architecture building in black and white. [Online]. [Accessed on 10 May 2016]. Available from: https://uk.pinterest.com/pin/78039006014663411/

Acne Section

Kelly. 2014. Acne Jeans. [Online]. [Accessed on 10 May 2016]. Available from: http://we-heart-fashion.com/fashion/kelly-heart-fashion/shoplog-acne-studios-skinny-jeans/

Acne Studios. 2016. Acne Studios underwear packaging. [Online]. [Accessed on 4 May 2016]. Available from: http://www.acnestudios.com/uk/en/underwear-woman/

Pinterest. 2016. Acne Swing Tag. [Online]. [Accessed on 10 May 2016]. Available from: https://uk.pinterest.com/pin/444378688205625407/

What We Like NYC. 2012. Acne Studio in Greene Street, New York. [Online]. [Accessed on 10 May 2016]. Available from: https://whatwelikenyc.com/tag/acne-store-nyc/

Acne Studios. 2016. Acne Studios in Pelham Street. [Online]. [Accessed on 10 May 2016]. Available from: http://www.acnestudios.com/uk/en/stores/pelham-street

Acne Agency. 2016. Acne Paper. [Online]. [Accessed on 10 May 2016]. Available from: http://www.acne.se/design/acne-paper/

Alias Mae Section

Instagram. 2016. Screenshot of Alias Mae Instagram photo 1. [Online]. [Accessed on 4 May 2016] Available from: https://www.instagram.com/p/BBYhh5PkjtM/?taken-by=aliasmae

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Instagram. 2016. Screenshot of Alias Mae Instagram photo 2. 2016. [Online]. [Accessed on 4 May 2016] Available from: https://www.instagram.com/p/BDwUX3uEjgh/?taken-by=aliasmae

Alias Mae. 2016. Dexter Boots. [Online]. [Accessed on 18 March 2016] Available from: http://www.theiconic.com.au/dexter-367182.html

Facebook. 2015. Alias Mae Spring/Summer 2013/2014 campaign. [Online]. [Accessed on 10 May 2016] Available from: https://www.facebook.com/161345860608033/photos/a.527372250672057.1073741830.161345860608033/527372064005409/?type=3&theater

Jeffrey Cambell Section

Lam, W. 2009. Jeffrey Campbell Fall 2009 Campaign. [Online]. [Accessed on 10 May 2016]. Available from: http://nitrolicious.com/2009/10/23/jeffrey-campbell-fall-2009-collection/

Peacock, P. 2013. Jeffrey Campbell shoe packaging. [Online]. [Accessed on 10 May 2016]. Available from: http://www.liquoricepearls.com/2013/06/jeffrey-campbell-shoes-2-padua-peacock.html

Tokyo Fashion. 2013. Jeffery Campbell Tokyo boutique shop. [Online]. [Accessed on 10 May 2016]. Available from: http://tokyofashion.com/jeffrey-campbell-harajuku/jeffrey-campbell-harajuku-004/

Instagram. 2016. Jeffrey Campbell Instagram. [Online]. [Accessed on 10 May 2016]. Available from: https://www.instagram.com/jeffreycampbell/?hl=en

Appendix Section

Acne Studios. 2016. Jensen Grain Chelsea Boots. [Online]. [Accessed on 18 March 2016]. Available from: http://www.acnestudios.com/uk/en/shop/women/shoes/jensen-grain-black.html

Jeffery Campbell. 2016. Cevin Boots. [Online]. [Accessed on 18 March 2016] Available from: http://www.jeffreycampbellshoes.com/boots-booties/cevin#.VzK97mPg_mI

The Iconic. 2016. Dexter Boots. [Online]. [Accessed on 18 March 2016] Available from: http://www.theiconic.com.au/dexter-367182.html