BlacKat PR

PROMOTIONAL CAMPAIGN PROPOSAL FOR

CHARLOTTE NEUWELS FASHION PROMOTION YEAR 2

index

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3. Agency4. Client5. Issues6. Solution7. Objectives8-9. Market situation 10 Swot11 Competitors12 Current audience13. Target audience14. Perception of the brand15. Target media16. Message of the campaign17. Strategy18-19 Tacticts20. Press release21-22. Media angle23-24. Budget25. Time line26. Evaluation 27. Bibliography

AGENCY

BlacKat PR is a London-based agency offering a wide range of communication services from creative, young PR professionals who all share as common objective to break the boundaries of traditional promotion. The agency focuses on answering the demand of creative industry companies, often positioned within the field of fashion. BlacKat PR prides itself for offering first class services in media relations, events management, digital media, celebrity product placement and innovative digital campaigns. Creativity is our leading value and our clients, our drive to suc-ceed in facing new challenges..

BlacKat pr

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Our client list includes :

CLIENT

Katie Eary is a London-based designer, graduated from Royal College of Art in 2008. Eary early capti-vated the attention of the international fashion press with her striking menswear collections. Commer-cially established as a menswear designer since 2010, she launched her first womenwear line in 2011, closely followed by a swimwear line in 2012, which both share similar aesthetic values to the men’s line. Katie Eary describes her style as ‘glamorous street couture’. Edgy and daring, the bubbly Katie Eary designs for a young, exciting and eccentric audience – just like her. The uniqueness in prints and design has had the international press impatiently waiting for more each season. In 2012, her creations were spotted on Kanye West, Rihanna and Rita Ora, to name a few. While established in the UK, it is in Asia -particularly Japan and Korea- that Katie Eary found her most faithful audience.

KATIE EARY

Katie Eary A/W 13

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CONFUSING BRAND IDENTITYWhile being supported by Fashion East and Newgen for over three years allowed Katie Eary to extensively experiment with her identity as a designer it also, as a consequence, confused the media on the creativer position of the brand. However, the recent urge for commercial success in a time of financial independence has led Eary to shift from an innovative artistic label to a more wearable- self proclaimed ‘street couture’ – label.

ASIAN SUCCESS VS WESTERN NICHEKatie Eary’s most faithful fans are based in North Asia while Europe remains her crea-tive niche base. The focus on commercial success in Asia has led to a lack of promotion towards the western market.

POOR COMMUNICATION The self-managed company has long lacked of consistency in the communication with its audience and poor attention has been given to the social media pages of the brand, which shouldn’t be underestimated in the age of digital promotion.

The ISSUES

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AW11

SS13

Customer complaints

The solution

Katie Eary current objectives include attracting new stockists, increasing sale volume and reaching for large awareness of the label but the many problems defined in the ‘issues’ section are in need of being fix to achieved such goals.

The promotional campaign will need to showcase the uniqueness of Eary’s personality and expertise what the brand has developed throughout those past creative seasons; establishing within a specific market, and embracing the youth international market.

CLARIFY IDENTITY The recent establishment of Katie Eary as a ‘Street Couture’ label can be easily clarify by fur-ther associating the company with the culture of hip-hop, which as been greatly referenced over the past season. The very public relationship of Katie Eary with Kanye West can be seen as an opportunity to help clarify this market positionement with the support of the star. The campaign should be able to communicate with the youth market, sensible to the ethos of the label and of the Hip Hop culture - both sharing uniqueness, attitude and edginess as common values.

RECTIFY COMMUNICATION WITH AUDIENCESensible to online social networking, this audience will be reached throughout a viral social media campaign on platforms including Twitter, Instagram and Facebook. This will attempt to fix the communication issues outlined in the past.

FOCUS ON WESTERN MARKET The campaign will focus on targeting the youth Western market – educated by the media to appreciate and desire celebrities’ lifestyle. If correctly approach, this could represent an opportunity to further position the label within the European and American street couture market which both have been left apart to the like of Asia, where Eary have met great suc-cess as of late.

6Rita Ora

Street couture style

Kanye West

Street couture style

•Clarify and establish the value and ethos of the company

•Generate ress coverage in previously unreached media with great emphasize on women fashion publication.

•Attract interest from Europeans and American stockists European - 2 stockists American - 4 stockists •Increase sale by 30% for the SS13 & AW13 seasons

•Raise awareness towards the label

•Increase social media following Twitter + 300% Facebook +200% Instagram : 1500 followers

•Re-link communication with audience

OBJECTIVES

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SS13

Competitive designer market The current time has proven to be a competitive environment for new designers to stand out as successful businesses. In fact, the industry is over loaded with talented creatives but only few emerge on the official scene. The threads faced by young de-signers are endless but often are linked to financial difficulties to produce goods. Luckily, the British Fashion council has un-derstood, early enough, the financial need of emerging design-ers and now offers possibilities of fundings through loans and bursaries to the most talented ones. NewGen and Fashion East sponsored Katie Eary in the early days of the label.

High pricingThe local manufacturing of small businesses products often translates in high pricing of the clothes, which, in time of finan-cial crisis, can hold the audience away from investing into the designer market. To reassure the public of the value of their purchase, companies such as Katie Eary will have to focus on promoting other aspect a brand – quality, ethos, ethical issues, brand values – in order to compensate the public investment

Stockist Mintel studies report that department stores remains the most popular environment to shop for designer goods (43%). It also demonstrates that ‘the great success of Net-A-Porter and the increasing designer lines at ASOS show that consumers are keen on the method of online buying’ (20%) thus influencing a shift in luxury goods consumers shopping habits and offering emerging labels new perspective of retail space. Katie Eary has recently secured retail opportunities with both ASOS and Mr Porter and can rely on the establishment of those two online retailers to increase sale figure for the upcoming seasons.

MARKET

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Key contries where designer manufactures products

Men luxury online retailer Mr Porter AW13

Purchase drive It has been reported that most designer goods consumers are ‘very media-savvy and keen readers of fashion and celebrity magazines as well as blogs etc’ (Mintel Designer upmarket report) and figures showed how media represent an important drive for buying into designer market. Moreover, many will purchase designer goods as self-indulgent treats while other will wait for special occasion. A shift into designer consumers habits also emerged as it was reported that seasonal sales have become the leading drive for designer purchase lately, which clearly outline the financial difficulties brought by the crisis in 2008.

The audienceSince the economic crash in 2008, western consumers have been rethink-ing their shopping habits. Many have trade down for lower market brands while other patiently wait for the seasonal sale to grab a bargain. Ultimately, prices represent the main purchase drive of today’s fashion consumer.Recent Mintel study reported that women mostly cut down their spend-ing on designer goods in 2009, while men tend to continue on buying into the market. Men will also most likely buy into casualwear while women will prioritize formalwear when buying into high-end labels.

The youth audience, targeted this campaign, are media savy and strong users of social media platforms which have become a place where fash-ion opinions are expressed. Moreover, the 15-24 are fashion conscious, interested in trend and easily influenced by trend leaders. They buy clothes frequently and dressing represents a strong financial priority in their life. The biggest fashion spenders appear to be the 14-17 audienc-es while the 18-25 tend to reduce fashion spending since facing many financial threads influenced by the rise in tuition fees and cost of living.

MARKET

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Key drive for luxury good purchase (Mintel)

Young people are most likely to be opiniated and create webpage/blog than other age categories

AW13

SWot

STRENGHT

WEAKNESSES

OPPORTUNITIES

THREADS

• Unique visual style • Large offer : Womenswear + Menswear + swimwear• Strong designer personality• Past celebrity endorsements• Quality of clothes• Strong Asian fan base

• Label taking off independently ( not funded anymore)

• Price range• Confusing brand identity • Low European fan base• Low social media following• No online interaction with audience

• Few collaborations

• Establishment within women swear market• Music collaboration• Clarify brand identity• Improvement of the Social media platforms• Improvement of official website

• Divided gender catwalk shows

• Taste for controversy• Known as a menswear designer• European economic crisis• Association with hip hop can be controversial

• Financial independency

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competitors

House of Holland and Katie Eary share a common interest for striking colour and pattern in their designs which lead them to attract a similar audience.

We are handsome is a succesful swimwear label which met commercial suc-cess with a daring and bold digital print approach on summerwear. The recent debut of Katie Eary’s swimwear collection place them as a primary competitor

in the market.

Cassette Praya is an eccentric London based label which produces mix gender col-lections. They are direct competitors to Eary as they share a similar position in the street couture market.

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CURRENT Audience

18-25 Male and Female- North AsiaStudent – young professionalUpper middle classFashionistasBold and daring sense of fashionEccentricAsian ethnicityLive in metropolitan cities of South Korea, Japan and ChinaSensible to European emerging designers

18-28 Male & Female– Europe Students - young professionals – artists

Generation ‘cool kid’ – Free spiritsSensible to eccentric fashionEccentric – outspoken - bold

Strong sense of fashionProfessional in the creative industry/ freelance/ artist/ student

Middle ClassMix high street clothes with unique signature designer garment.

Lives in urban area Multicultural ethnicity

Uses social network daily

20-35 Male & Female– InternationalCelebrities and artistsAmbassador of the brand in mediaHip Hop / r’n’b music scenePowerful personalitiesEccentricFashion iconsModel of current youth generationTrend leaders

An expending Katie Eary fan base has settled through North Asia – South Korea, Japan, China. In Europe, Katie Eary remains considered as a niche designer, with a very specific target audience. She is also popular amongst hip-hop and r’n’b artists who have successfully contributed to the success of the brand by sporting Eary’s clothes during press events.

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Targeted Audience

18-30 Female – European and American Student – new graduate – young professional

Middle/upper middle classCaucasian and mixed ethnicity

Sensible to the ever-changing fashion sceneRead sartorial publication including Vogue, Love and ELLE magazine.

Influenced by celebrity fashionInterested in rich and famous lifestyle

Live in metropolitan cities such as New York or Paris.Like to spend on unique fashion garments

Shops at high street store but also enjoy visiting niche designer stores and designer sample sale

18 - 28 Male European and AmericanArtist or studentMiddle classNot influenced by fashion trend – likes to wear what strike his attentionUnconsciously influenced by hip hop fashion Fashion influencers include – Kanye West , Will I am and Tinie Tempah Young and carelessLike partying an socializing Is recognized for his natural sense of fashion

While the campaign will have for aim to carry on establishing Katie Eary amongst its existing fan base, it will also intend to reach a new and larger audience.

How she would perceive the brandNew, fresh and eccentric label from the exciting Lon-don scene lead by an interesting fearless designer. She would perceive the garments as pieces to mix and match with toned- down clothing from high street stores to create unique combination of fashion.

How he would perceive the brand A ‘dope’ label from the exciting London scene lead by an interesting fearless designer who hangs out with cool celebrities. Want to hold a garment be-

cause it looks cool – interesting and unique.

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Brand perception

•EXCITING•UNIQUE•DARING•LOUD •ECCENTRIC•CURRENT•COLOURFUL •ATTITUDE •COOL

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Target mediaThe campaign will aim to generate a vast amount of press from celebrity and hip hop blogs to established fashion magazines. The list includes but isn’t limited to :

Celebritiy blogJustjaredPerezhiltonDailymail

Fashion blogStyle slickerBryan boy

Printed publication NylonIdDazed and ConfusedVogue ukLoveVHungerDazed and confusedID

NewspaperThe guardian New york timesDaily mail

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“THE FABULOUS LIFE OF KATIE EARY”This slogan sums up the essence of the campaign that will establish the identity of the brand by promoting the exciting lifestyle of Katie Eary –and by extension of the label - as fabu-lous, exciting and unique. The message follows the similar concept of the ‘Katie Rocks’ campaign introduced during the AW12 season and takes it a step further, this time aiming to communicate a lifestyle rather than fashion. It will target the interest of a young audience, sensible to the glamorous lifestyle of the rich and famous and interested -by extension- in new and eccentric fashion.

MESSAGE

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A/W12 campaign

STRATEGY

Establish Katie Eary as a ‘it’ girl and fashion industry guru Although Katie Eary met great recognition for the eccentricity of her designs since 2010, she also agrees that the identity of her fashion as a new graduate could have been foreseen as confusing.

‘The fabulous life of Katie Eary’ campaign has been designed to help clarifying the misunderstanding established between the audience and the brand in the past. The establishing of the brand within the ‘street couture’ market will also allow the reach of new, targeted audiences.

The strategy will consist in a campaign celebrating the label brand’s values - Eccen-tricity, Youth and Attitude- to the existing audience as well as a larger youth audience, using an international online viral campaign. Katie fabulous and bubbly persona will be used as the face of the campaign and will aim to portray those values through the different tactics used. To help bringing awareness onto the event, the campaign will also benefit from the help of Eary’s friend and once collaborator, Kanye West.

The technique The campaign will consist of the promotion of the latest Katie Eary fashion film -AW13- using a viral social media campaign targetting the young consumers. A cel-ebration for the event will also see Katie Eary associating with Roc Nation for an exclusive VIP party. This event will help associating Katie Eary to the exclusive hip-hop culture while continue promoting her exceptional lifestyle. Meanwhile, the Keep-ingUpWithKatie blog will keep the viewer updated with the latest insight into Katie’s life as a designer.

Overall, ‘The fabulous life of Katie Eary’ campaign will aim to celebrate Katie Eary ec-centric aura in order to promote the ‘Street Couture’ exciting lifestyle of hers and of the label rather than the fashion itself.

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Katie Eary

Tactics1. KeepingUpWithKatie.co.ukLaunch date : February 2013 - ongoingWill cover the period of design of the SS14 collections’ preparation, the behind the scene of the campaign as well as enable the visitors to enter into Katie’s fabulous life.

The blog, narrated by Katie Eary herself, will follow the designer into her exciting daily life, from the studio to the electrifying nightlife of London. From insight into the fashion studio, sneak peak of the collection to intimate interviews with Katie’s A-Lister friends, visitors to the blog will have the opportunity to witness the intimate yet fabulous life of the new ‘It’ designer of the British

2. Viral Fashion film Launch date : May 2013The highlight of the campaign will consist in the release of Katie Eary AW13 fashion film pro-duced in collaboration with Hunger tv.

The 1-minute long – candid style- film will have for goal to promote ‘The fabulous life of Katie Eary’ campaign. The video will be the main tool for the viral campaign and social media contest (see page 19).

Katie Eary will be featured as the host of a rather exciting house party and will take the viewer into the intimacy of the exciting event she is hosting. The appearance of Kanye West in the video wil have for objective to attract the attention of the international press on the film and nourish the excitement surrounding the viral campaign. The video will end on a close-up of Katie Eary’s face shouting ‘ Wanna Join’ as the hashtag to the contest (#RocWithEary) - that will enable 2x3 winners the access to the Glastonbury after party in collaboration with Roc Nation - appears on screen.

A trailer for the video as well as the official announcement of Kanye West collaboration will be released a week ahead of the video official launch in an attempt to raise excitement within the audience.

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KeepinUpWithKatie.co.uk

AW13 Fashion Film

Tactics3. Katie Eary and Roc Nation present Glastonbury after party at Rose club The event will represent the opportunity for Katie Eary to finalize her brand positioning within the ‘street couture’ market by associating with one of the most powerful Hip Hop label: Roc-Nation. RocNation, founded by Jay-Z is famous for the successful selection of hip hop artists it produces but also for the lavish glamorous lifestyle of its artists, which include Rihanna, Kanye West and Rita Ora amongst others.

The party will see Katie Eary and Roc Nation partnering to celebrate the come back of Glas-tonburry 2013 festival, the Bristish musical event of this summer. The event, which will take place on Thursday 27th of June at the Rose Club in Mayfair, will only see a selection of carefully selected guessts and members of the press invited. The event will feature a red carpet area where guests will be photographed by the media. The lavish party, unique to the London scene, has for objective to be largely debate within the local and interna-tional press thanks to its A-list attendance and the uniqueness of the partnership between the American label and the British designer.

The party will be largely organized by Katie Eary’s label and will try to communicate the essence of the label trough element such as decorations, model, dancers and selection of drinks while roc nation will be largely sponsoring the event and enable Eary to reach for an exclusive guest attendance from the Hip Hop world.

4. Social media campaign Twitter The viral video heavily promoted on all across Katie Eary social networks will invite viewers to retwit the AW13 fashion film while ashtagging the party #RocWithEary. 3 x 2 winners will be invited to join the VIP Glastonbury after party event. Facebook Share the video/ like the page and win a Katie Eary t-shirt signed by designer Katie Eary and Kanye West as well as gain exclusive access to VIP Glastonbury after party event. 1x2 winnersLaunch of Instagram Will be updated by Katie Eary herself and shall content personal imagery from Eary’s daily life – from the studio to the clubs.. Aim to feature snaps with A-listers to attract more followers to the page

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Katie Eary & RocNation

Glastonbury after party ,

June 2013

Launch of Instagram

Viral Twitter campaign

PRESS RELEASE

MARCH 13 1st press release will aim to announce the launch of ‘the fabulous life of Katie Eary’’ campaign in relation to the AW13 collection collection without revealing Kanye West collaboration.

APRIL 13 2nd press release sent to press will an-nounce the collaboration of Kanye West in the video campaign (pictures on the left).

MAY 13 3rd press release will announce the social media contest, the party in collaboration with Roc-Nation as well as launch of fashion film with Kanye West

Katie Eary and Kanye West’s relationship takes root back in 2009 when the singer discovered the eccentric label and decided to contact Eary to express his enthusiasm for her designs. Katie recalls ‘ It though it was a joke’. Ever since, the two eccentrics built a strong bond over their affection for fashion, which led to their first collaboration for the rapper debut collection in Paris in 2011. The now second collaboration was instant ‘ when Kanye heard I was looking for a celebrity to appear in the campaign he immediately volunteered’ says Eary.

The American star jetted in the UK past January to support his long time friend latest mix gender ‘The blood is the life’ collection, critically acclaimed by the press. With glittzy fabrics, a striking palette colour and daring ensembles of classic and contemporary cuts, the collection is a celebration of the for-bidden pleasure that will attract the interest of consumer beyond the current niche audience of the label. ‘ I could wear everything’ claims West following the showing of the collection ‘Katie’s talent is just overwhelming’.

While the content and story of A/W13 film will remain a secret until its re-lease, it is confirmed that the label will remain true to its chore values as a ‘street couture’ label. The teaser for the event video will be released in late May while the official video campaign will be released in the first week of June.

For imagery or SS13 and AW13sample request, contact Charlotte@BlacKatpr.co.uk

Katie Eary is proud to announce the collaboration of Kanye West in the Autumn/Winter 2013 fashion film of the label. The film, set to be release in June 2013, will be the second collaboration between the designer and the sensational hip-hop star.

After the extraordinary ‘ The blood is the life’ AW14 show in January, criti-cally acclaimed by the press, 2013 definitely seems to be the year of success for Katie Eary as the bubbly designer gets ready to launch ‘The fabulous life of Katie Eary’ campaign, a celebration of the designer achievement in the in-dustry since 2008.

After the much anticipated launch of Eary’s personal blog KeepinUpWithEary.co.uk which offers exclusive insight into the designer’s life and details about her A-lister lifestyle, she now teams up with long time friend Mr West himself for the AW14 video campaign of the brand.

Katie Eary & Kanye West team up for AW13 fashion film

Embargoed until 1stMay 2013

Over the lenght of the campaign three press releases will be sent to the press.

20April 2013

Press Release

Media Angle

Fashion Press

Vogue online Today I am wearing

The New York Times online - DocumentaryA day with Katie Eary

Elle - FeatureMeet the London ‘it’ girl

Stylist - Cover + featureThe coolest girl in town

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Media Angle

Other

Just JaredKanye West : Kate Eary campaign teaser !

Global 14Kanye West team up with Katie Eary for desiner latest campaign

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Invitations 1500£Venue hire – Rose club 35000£Decoration 1500£Dancers 2000£Entertainers 4000£Snack catering 2000£Staff 1000Waiters INC in venue sponsorshipHostesses INC in venue sponsorshipSecurity by EMS 1000£ Red carpet equipment 300£Beverages Champagne by sponsors freeAcohol 10000£

Soft 1000£Goodie bags inc Katie Eary product + sponsor products 1300£ 61100£Sponsors - 50.000£

11100£ Social media campaign Hosting FreeKatie eary products and sample to press 2000 2000

budget

TACTICS TOTAL 27823£

BLOG PAGEBlog hosting on wordpress freeDomain 13£No advert 30£Updating of Blog by intern – Free / expenses £6/day for 6 month 1080£ 1123£VIDEO

Location 200£/hour 2000£Models – 4x 500£/day 2000£Extras – 20x 50£/day 1000£Casting director 200£Stylist 1600£Production team sponsored by hunger tv freeBeauty team 1500£2xHair/2xmakeup/manicuristExtra Staff 500£Catering 800£Kanye West participation – free Kanye West travel expenses first class return flight LAX – LHR 4000£ 13600£GLASTONBURY AFTER PARTY IN ASSOCIATION WITH ROCNATION

Sponsored by

Armand de Brignac - Champagne Elite- Model + 8000£Grazia - Exclusive press coverage +6000£Rose club - free staffRimmel - make up for goodie bags + 6000£RocNation - 30 000£TOTAL SPONSOR 50 000£

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BLACKAT PR SERVICE FEESCampaign planning 1000£Viral social mdeio campaign 1300£sponsor research 900£Party planning 1500£consultancy 400/month 2400£Evaluation 800£

AGENCY TOTAL 7900£

GRAND TOTAL 35723£

budget

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Time Line

JANUARY FEBRUARY MARCH

APRIL MAY JUNE JULY

•Video shooting in the UK with Kanye West guest appearance in collaboration with Hunger Magazine

•Launch of blog keepingup-withKatie.co.uk

•1st Press release announcing concept of campaign without revealing Kanye West collabo.

•Video post-editing

•Launch date of fashion film announced for MAY on Katie Eary website and social media

•Party planning

•Follow up with press request and Interview demands

•2nd press release sent to press announcing the par-ticipation of Kanye West in the campaign video

•Follow up with press request and Interview demands

•Draft of guest list for party

•3rd press release announcing contest and launch of trailer

•Online campaign viral campaign start with trailer for the video – early may

•Launch of official video – mid may

•Follow up with press for de-mand and interviews

•Preparation of LFW and party planning

•Party invitation for Glaston-bury after party sent to press and guests

•Winner selection

•LFW show

•Glastonbury Katy Eary and Roc Nation after party

•Follow up of press coverage And media presence

•Evaluation of impact of the campaign over the company profit

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The objectives of the campaign are to establish Katie Eary in the correct fashion market, increase awareness of the label beyond its niche audience and increase sale volume.The success of the campaign in those areas will be analysed thoughtfully by the BlacKat team during the campaign and for a period of 3 months following the end of it. The following areas will be investigated:

EVALUATIOn

OpinionsThe public opinion will be a critical aspect to investigate in order to evaluate the change of perception over the brand after the campaign, which has for objective to clarify and establish the values of the company. It is foreseen that the social media pages of Eary such as Twitter, Facebook and Instagram will dramatically increased following during the campaign while the blog and official website are also expected a strong increase of visitors, peaking in the May- June period. Such closure with Eary’s public will give us the opportu-nity to analyse the direct perception of the label and whether it encouraged the followers to buy Katie Eary products.

CoveragePress coverage will be analysed and recorded daily. A first amount of cover-age will be investigated after the end of the campaign. The peak coverage is estimated to occur during the May, June and July period. The main success of the campaign will rely on whether or not the targeted press featured Katie Eary and in which format. This will therefore enable Blackat PR to estimate the impact over the the audience that has been reached. The investigation of the press coverage will continue for a period of 3 months following the campaign.

SaleThe most significant evaluation of the success of the campaign will rely on the investigation of the sale volume during and following the viral campaign. The result will be compared with the previous season numbers. The in-tended increase in sale is estimated at 30% for the SS13 an AW14 seasons. It is also expected to see a rise in the amount of international stockist in-terest following the campaign with a minimum of two new stockist deal in Europe and four in America.

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SOURCES

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Gray, S. Youth and social media statictics [online]. At : http://www.practicalparticipa-tion.co.uk/yes/why/stats (Accessed on 7/01/13)

Groo, S (2012) Face to Face with Katie Eary, V Man. 28/12/2012. [online] At http://www.vman.com/site/content/454/face-to-face-with-katie-eary (accessed on 02/01/13)

Mintel. (2012). Designer/Upmarket Clothing – UK – March 2010. [online] At: http://academic.mintel.com/display/479885 (Accessed on 29/12/12)

Minte. (2012) Youth Fashion - UK - December 2012. [online] At: http://myuca.ucreative.ac.uk/webapps/portal/frameset.jsp?tab_tab_group_id=_24_1 (Accessed on 30/12/12)

Dr Neri, Karra. (2008). The UK Designer Fashion Economy: Value Relationships – identifying barriers and creating opportunites for business growth. Centre for Fashion Enterprice

Preston, L-J (2012). The power of Rap : brand analysis, WGSN [online] (accessed on 15/11/12)