LCF

BA (HONORS) FASHION MARKETING / YEAR 2

JUNE 4 2018

GROUP 14 ELLA BANKS / BAN16479685

KRISTINA REALI / REA16478709ALLA SAWEDEG / SAW13405246ZHIPENG ZHOU, BA FASHION DESIGN

& TECHNOLOGY : WOMENSWEAR

EXECUTIVE SUMMARYLCF Future is a proposed business plan to enter Westfield Stratford mall in 2020 for a duration

of one month. LCF Future will offer three hour long master classes taught by London College

of Fashion students and alumni, and weekend events including exciting industry talks. The

target consumer audience is college students who are interested in creative studies but are still

unsure about their educational and professional future. The month will be split up into four LCF

undergraduate course-related weeks, Digital Week, Design Week, Hair & Cosmetics Week and

Business of Fashion Week. The classes will be a competitive price of £10. LCF Future’s key

mission is to promote creative education and inspire young adults to follow their artistic passions.

Stratford’s current progressive regeneration efforts, including LCF’s new campus and the opening

of Victoria & Albert East Museum, will bring in a new consumer to Westfield Stratford. LCF Future

will cater to this market and bring an added value to Westfield by widening their offerings. Through

the use of creative marketing featuring student work from the LCF archives, valuable industry

professionals teaching courses and two esteemed company brands behind it- LCF and Westfield-

LCF Future will attest in achieving Westfield to be more than just a one-stop destination and

making LCF “famous”.

NATHALIE BALLOUT, BA FASHION TEXTILES

1 23

3 29

11 32 15 35

Introduction & Concept Brief

LCF Future Internal Analysis

External EnvironmentalAnalysis

MarketingDevelopmentPlan

Consumer Audit

Financial Analysis

Key Performance

Indicators

References & Appendix

INTRODUCTION & CONCEPT BRIEFFor over a century, London College of Fashion has been a fundamental leader in fashion and

arts education worldwide. Since first opening in 1877 at Mare Street, LCF now occupies six

campuses across London with over 70 undergraduate and postgraduate courses on offer. LCF’s

internationally diverse student body and progressive ethos drive the creative rigour and talent that

continues to greatly contribute to the global fashion industry.

LCF’s four key pillars- Fashion Shapes Lives, Fashion Means Business, Fashion

Tells Stories and Fashion Makes Style- embody the essential mission the university

delivers. The values of LCF are about inspiring, challenging, engineering and building

a better future through sustainable and innovative thinking. With these principles in

productive practice, LCF’s collaboration with Westfield will further communicate the

university’s dedication to motivate and educate young creatives.

This business development plan, entitled LCF Future, will propose and assess a

potential collaboration between LCF and Westfield Stratford that is to take place for

duration of one month in 2020 in a dedicated retail space within the mall. Stratford is

currently undergoing a massive regeneration period with the reopening of Queen

Elizabeth Olympic Park and impressive commercial development. LCF’s project to

combine all their campuses into one, 4Fashion, is going to be opening in this exciting

new area of Stratford in 2022 (London College of Fashion, 2018). LCF Future will be a

beneficial collaboration for both LCF and Westfield Stratford City by further capturing a

young audience to this evolving creative hub in Stratford.

LCF Future will be an immersive and interactive learning space that will target young

adults aged from 14 to 18 that have an interest in art and fashion. For the four weeks

LCF Future will take place, each week will be dedicated to a specific speciality that

LCF offers as undergraduate and postgraduate courses. There will be master classes taught

by LCF students and alumni and industry talks that will educate and inspire college students

who have a passion for the arts. The four weeks will include Design Week focusing on fashion

illustration, sewing and printmaking, Cosmetics & Hair Week, Digital Week offering courses such

as photography, coding and film, and Business of Fashion Week featuring marketing, buying,

merchandising with a special look at the future of fashion through sustainable practices. With

LCF’s impressive alumni, valuable industry connections and access to art

education supplies, LCF Future will prove to be a successful in creating an exciting, innovative

space in Westfield, promoting LCF as a university option for young adults and helping young

adults explore their creative ambitions.

x

2

LCF GOES EASTNew LCF campus in

Olymicopolis area of Stratford to be completed

by 2022

LCF’s new campus will be next to Victoria & Albert Museum’s new location, V&A East

*Work from LCF students is featured thoughout this business development plan to showcase the exciting projects currently going on at LCF

(Mausen, 2016)

0

5

10

15

20

25

OUR ETHOSLCF Future will aim to drive coming of age creatives to discover their artistic passions and inspire

their futures by educating through relevant subjects that will motivate their individualistic interests

and promote innovative thinking.

OUR CUSTOMERS LCF Future will target young adults aged between 14 and 18, or Generation Z, who are currently

in college or considering their next steps in their scholastic or professional careers. Generation Z

members value interactive experiences over material items, and are extremely individualistic and

pragmatic with their consumption practices. 55% of Gen Z would rather create their own desired

items than buy it, which ties in with their innate focus on sustainability and originality (WGSN,

2016). LCF Future will draw in this audience by providing an immersive and educational space

that will cater to their interests of wanting to create their own original work in a stimulating,

communally diverse environment.

A survery was conducted on 45 young adults

aged between 14 and 18 who reside in the

UK. Figures one, two and three demonstrate

key findings from the survey. See Appendix A

for the full survey questionnaire.

4

LCFINTERNALA N A LY S I S

HENRIETTA O’CONNER, BA FASHION DESIGN & TECHNOLOGY : WOMENSWEAR

Attend uni; I know what I want to study

Attend uni; I don’t know what to study

I don’t know

Don’t go to uni; Get a job

WHAT DO YOU WANT TO DO AFTER COLLEGE?

WHAT CREATIVE STUDIES ARE YOU INTERESTED IN?

GIRLS

BOYS

FIG. 1

Digital (pho-tography, film)

Design FashionBusiness

Hair & Cosmetics

83% 39% 78% 69%

GIRLS

Digital (photog-raphy, film)

Design FashionBusiness

Hair & Cosmetics

BOYS

86% 32% 59% 27%

FIG.

2 FIG. 3

6

SURVEY ANALYSISThe survey findings suggest that the majority of the college students want to attend university but

were not sure what they would like to study. Foundation courses are a popular option for this

uncertain cohort; however, many choose not to undertake it due to the full year duration and

tuition fees. LCF Future will allow young adults to productively explore their creative interests with

a vast range of master classes on offer throughout the month. With the classes being taught by

LCF students and alumni, the attendees will also be able to make industry connections and

explore the LCF cultural community.

OUR COMPETITORSIn London alone, there are dozens of companies and museums that offer art and creative classes

to teenagers, such as Sunny Art Centre, BAC and the Tate Collective program. Although these

companies offer a diverse set of options taught by professionals within the industry, the classes

can cost up to £50 per class and often run on a limited schedule. LCF Future will differentiate itself

by having classes for only £10 a class and creating a unique opportunity for the students to

interact with LCF students and alumni.

LCF and UAL have many options in their short course program for young adults that introduce

college students to UAL’s values and educational prestige. However, the short courses cost over

£300 and run over an extended period of days or weeks. These two factors limit the audience for

these courses, as not everyone has the disposable income and time to enrol. LCF Future will be

successful in offering a new audience of young creatives the ability to be educated about their

creative interests in an efficient and cost-friendly way.

Westfield Stratford City mall currently has over three hundred stores and restaurants. The mall

has a movie theatre and casino as entertainment options but does not have an interactive learning

centre like LCF Future. Since the majority of people visit the mall to retail shop, LCF Future will

take a strong focus on physical marketing efforts and sensory elements to attract and gravitate

customers to discover what the space will offer. The store plan and details of LCF Future’s

marketing efforts can be found in the Marketing Development Plan section.

OUR COMPANYLCF Future will take over a 1,800 square feet space in Westfield for the duration of one month.

The space will be an interactive learning centre that will hold master classes and industry talks that

are catered to young, aspiring creatives aged 14 to 18. Each week during the month will focus on

a different sector of the fashion industry that coincide with the undergraduate courses LCF offers.

The topics include Digital Week, Design Week, Hair & Make-up Week and Business of Fashion

Week. Each class will last for three hours, which will make it an accessible, yet still productive time

length for students to actively learn and explore their interests. On Saturday night of each week

there will be an inspiring talk featuring a successful industry professional and a networking event.

The Saturday night event will also showcase all of the student work done that week, which will be

a great opportunity for students to socialise, collaborate and discover exciting work done by other

LCF Future students. An important mission of LCF Future is to make it accessible to as many

teenagers as possible. Each class will cost only £10, or students can purchase a whole week

offering of classes for £50. The industry talks and networking on Saturday nights will cost £5.

CLASS SCHEDULE & EVENTS

8

THE SPACEThe LCF Future retail space will be a flexible, transformable area to easily adapt to different

subjects being taught. The space will have “creative pods” throughout that will store digital

equipment, as well as, open up to hair and cosmetic mini counters. In the back of the space will

be a lofted hub that will have design and sewing equipment below and a lecture style room above.

The space will also contain a mini studio where photography and editorial classes will take place.

All of the electronic equipment and art supplies will be lent and carefully managed by LCF. The

LCF Future space design will focus on creating a minimal, yet easily converted learning area to

productively teach every class.

The aesthetic design of the space will have a stripped-back, modern feel, and will change weekly

as LCF Future students’ work takes over the store windows. The space will feature a DJ booth by

the reception desk and mood lighting. Above the reception desk will be a large digitised sign of the

LCF Future logo that will continuously roll exciting videos captured at different LCF events, such

as the BA and MA design catwalk shows. These sensory elements will draw in visitors at Westfield

as they pass by, as well as, make it an exciting environment for the students to attend classes.

INTERIOR INSPIRATION

STRENGTHSPositively promotes LCF to rising unviersity

students, which will result in higher

application rates

With technological equipment being

borrowed from LCF, the concept is

financially responsible

A new market brought to Westfield through

external marketing strategies

If successful, the concept could easily

incorporate more colleges under University

of the Arts London, such as Central Saint

Martins, to join in creative education for

young adults

WEAKNESSESNiche market as not everyone has an

interest in fashion or creative studies

Potential difficulties with student to studio

equipment/art supplies ratio depeneding on

number of students per class

Established marketplace with established

competitors- must focus on marketing USP

of price point and LCF students/alumni as

teachers

LCF FUTURE SPACE LAYOUT MOCK-UPS

CREATIVE PODS

LOFTED WORKROOM

RECPETION

PHOTO STUDIO

10

LCFEXTERNAL A N A LY S I SHenrietta O’Conner

BA Fashion Design and Technology: Womenswear

LCF Future must adapt to the changing environment considering political, technological, social,

environmental and legal components. After analysing the current external situation in the UK, fac-

tors such as the competitive “phygital” retail space and the rising focus on sustainability within the

fashion industry, must be addressed within the company’s values and marketing

approaches to be successful in capturing customers as a new concept.

As the date for Britain’s withdrawal from the European Union comes closer, companies all over the UK are hoping for a smooth exit with the least impact to their businesses. Brexit can happen in two different ways, either a hard or soft brexit:• If the UK opts for a hard Brexit, the instant

effect would be the devaluation of the Brit-ish Pound, which will greatly affect compa-nies and universities across the UK

• Another scenario that could result from a hard Brexit is the limitation of free move-ment within the EU and UK, which would be very problematic for EU students and residents (Business of Fashion, 2017).

- Restricting EU citizens free movement in the UK will impact the tourism industry which may decrease footfall at Westfield• According to Limei Hoang from the Busi-

ness of Fashion, Brexit could lead to UK business and institutions losing access to millions of euros in EU funding “which could affect the BFC, the Centre for Fash-ion Enterprise and the University of Arts London” (Business of Fashion, 2017)

- EU/International students may be less likely to attend UAL because of this• A soft brexit would lead to a similar agree-

ment between Norway, Switzerland and the EU, allowing the country with the same benefits as being a member such as the Single Market and free movement,

excluding funding from the EU (Business of Fashion, 2017).

If a hard brexit scenario were to occur, which would limit free movement regulations, British universities would be impacted• As of now EU students based in the UK do

not have to worry about tuition fee chang-es, however once Brexit occurs in 2020 it seems likely that EU students would need to pay the international tuition fee which would therefore limit the amount of EU applicants due to expensive tuition (Top Universities, 2017).

- John Kampfner, CEO of the Creative Industries Federation, says “The end of freedom of movement poses a huge risk. Losing access to crucial international talent will damage our ability to produce the work that defines Britain around the world.” (Business of Fashion, 2017) - LCF Future is an opportunity for young creatives from all over the country or world who are either visiting Westfield as a tourist or visitor the chance to be educated about the creative industry and what LCF offers as a university; which will in theory create a deeper relationship and desire to attend LCF for university

POLITICAL ECONOMICAL

12

One of the main socio-cultural factors that would possibly affect LCF Future is the potential disinterest of our target customer to engage in the concept. • Two of the biggest drivers for Westfield

consumers, according to Westfield’s shop-per mission profile, is a “big day out” and “routine top up”, which confirms that con-sumers go to Westfield to shop (Westfield Stratford Survey, 2017).

- The biggest obstacle facing LCF Future is young consumers participation in a non-shopping activity at a mall• Reaching out to the target consumer, Gen-

eration Z or the iGeneration (The New York Times, 2018), who relies on social media to influence their consumption will be utilised in the marketing techniques for LCF Future

- Generation Z is also known to appreciate and value experiences over material items (See internal analysis), so LCF Future will capitalise on this behavioural opportunity in a non-competitve space at Westfield Stratford

Technology has the ability to impact companies and universities to be more innovative and push their limits.• The digital age comes along with the

new digital consumer, or the iGeneration. Generation Z, which makes up a majority portion of this iGeneration, are attracted to experiences within retail (Forbes, 2018). ‘Phygital Retail’, the idea of merging phys-ical and digital within retail, has become a key marketing driver in order for retailers to survive in the competitive marketplace (LSN Global, 2017).

- LCF Future explores the idea of in volving experiences to attract more customers, as well as innovative digital aspects to merge with our learning space.• Another revolutionary technological advancement is the use of Augmented Reality (AR) and Virtual Reality (VR) within retail. Zara in Westfield Stratford opened their first AR Phygital store (Evening Standard, 2018). - LCF Future can see this as a potential opportunity to use AR or VR when teaching classes to keep a relevant, competitive advantage within Westfield

SOCIAL TECHNOLOGICAL

ENVIRONMENTAL

In today’s eco-conscious and environmental-ly aware world, it is crucial for companies to address their commitment to sustainability. It was found that teenagers aged 14 to 18 pre-fer brands that support and are committed to sustainability (Ad Week, 2017). Since this age cohort is LCF Future’s target audience, their will be significant efforts made towards con-scious acts to continue supporting LCF’s key pillar in sustainability. • LCF Future classes will be 100% paperless• There will be a dedicated sustainability

course during the Business of Fashion week to further educate young adults about the great impact the fashion industry has on the environment

LEGAL

Since the target customer is Generation Z, LCF Future is dealing with the minors demographics aged 14-18. • For legal purposes permission from par-

ents might be required to avoid any restric-tions (legislation.gov.uk, 2018).

• Health and safety is an important concern since the customers or ‘students’ become our responsibility, especially around equip-ment provided by LCF (gov.uk, 2018).

- This could be a potential threat to LCF Future as there is a dependence on the UK government for health and safety laws, which are subject to change and could in turn negatively effect LCF Future

OPPORTUNITIESIf successful, LCF Future can be taken to

Westfield malls in other countries to promote

more international students to attend LCF

with upcoming Brexit

LCF Future will cater to Generation Z

behavioural qualities and offer an outlet for

experience over material consumption

As AI and VR continues to advance, the

technology can be incorporated into LCF

Future classes

With sustainability becoming a greater

concern in the fashion industry, LCF Future

can begin teaching young adults ecological

production and consumption business

practices to promote a more sustainable

future

THREATSWestfield’s customers key drivers confirm

that visitors are there to shop, so LCF Future

might be threatened by this behaviour

since it is creating a new, non-retail

experience offering

Legal laws concerning minors with health

and safety regulations could propose

potential issues if something were

to happen in one of the classes

Technology quickly advances, so LCF

Future must have the capital backing to

keep up-to-date with new digital equipment

in order to stay relevant and impressive

14

LCF

ANTONIO SULSARZ MA FASHION DESIGN & TECHNOLOGY :

MENSWEAR

MARKETING

DEVELOPMENT

PLAN

SMART OBJECTIVES

LCF Future will acquire 600 class bookings for the duration of the month it is active at Westfield.

LCF Future will increase the current average dwelling time of 101 minutes in Westfield Stratford by 25%.

ADVERTISEMENTS IN WESTFIELD LCF Future will engage in a variety of marketing techniques to promote and build awareness to

ensure success of the SMART objectives. The first marketing strategy is to advertise LCF Future

within both Westfield malls in London, Westfield Stratford City and Westfield London (located

in Shepherd’s Bush). Eye-catching posters featuring LCF student work will be utilised to grab

Westfield customers’ attention. The adverts will be displayed on the electronic billboards within

the mall beginning three months prior to the LCF Future launch date. The following four pages

show potential mock-ups of the campaign advertisements.

Digital advertisements throughout Westfield

16

14

LCF INSTAGRAM & WEBSITELCF Future’s second marketing strategy is to

release the campaign on LCF’s official Instagram

and website. This marketing will reach a more

niche audience, as they must already follow

LCF on social media. However, with over 66K

followers, the adverts will build awareness to

current, past and prospective students who

will share the posts with people of interest. The

social media posts will be released two months

before the LCF Future launch date, and will

contain a direct link to book.

SATURDAY EVENTSAfter marketing LCF Future before the launch

date, the Saturday night events will be an

additional way to acquire attention and interest

from visitors at Westfield. Each Saturday

night will have an industry speaker, a DJ and

catered canapés. Tickets will be available for

an affordable £5. These events will showcase

the LCF Future work done that week around

the space, which will further communicate to

visitors the exciting classes on offer and LCF’s

impressive educational resources.

NYX COLLABORATIONThe final marketing technique will be a collaboration with cosmetic brand NYX. NYX has a retail

space at Westfield Stratford City and is a popular destination for teenagers due to its accessible

price point, cruelty free offerings and influencer marketing (Westfield Stratford City, 2018).

NYX will be a sponsor for the cosmetic week at LCF Future and will provide all of the cosmetic

materials needed for the classes. Advertisements around the store and flyers put in bags at point

of purchase will market the collaboration and build awareness. NYX will receive 10% of all profit

made during the cosmetic week as a stipend for their support. This collaboration will prove to be

beneficial because of their key target consumer audience and positive brand image that will further

elevate LCF Future.

NYX x LCF Futurepromotional flyers

NYX Instagram Feed

22

L C FC O N S U M E RA U D I T

PHOTOGRAPHED BY BRYANT LEE FOR LCF MAGAZINE, PIGEONS & PEACOCKS

JOURNEY 1 - ADVERTS IN WESTFIELDVisitors at Westfield become aware of LCF

Future through adverts around the mall and gain

initial interest. Customer will find details about

booking on the Westfield website, as advertised on

the advert, and consider the value. After booking

and attending the class, the customer will be

retained through a more personal contact with LCF,

and consider it as an undergraduate option.

JOURNEY 2 - NYX PROMOTIONAL FLYERSCustomers at NYX will be given a LCF Future

promotional flyer at their point of purchase.

Customer will gain awareness and interest, and

visit the Westfield website for more information.

After booking and attending the class, the customer

will be retained through a more personal contact

with LCF, and consider it as an undergraduate

option.

JOURNEY 3 - LCF SOCIAL MEDIAA more niche consumer audience, one that already

has an interest in LCF and follows them on social

media, will gain awareness and interest through

posts. The customer will visit the LCF or Westfield

website for more information. After booking and

attending the class, the customer will be retained

through a more personal contact with LCF, and

consider it as an undergraduate option.

POTENTIAL CUSTOMER JOURNEYS

24

FYNN MULLER

Aspiring Womenswear Designer, 18

Fynn is a foundation student from Germany. He has moved to London to study

womenswear design. Flynn enjoys DJing, and has fun linking his music with his clothing design, creating interesting and detailed garments. Living in West London with his

older sister, Fynn also works part-time in small independent vintage shop in Notting Hill, as he is trying to save money before attending university. Flynn uses his Instagram frequently

to promote his work and to gather inspiration. Fynn knows he can get the best

design education in London but is still exploring his different university options.

26

ZIYA BENNETT

Aspiring Illustrator/Photographer, 16

Ziya is currently doing her A-levels at Hackney East London and is beginning to explore different

university options. With the creative influence of her mother as a costume designer, Ziya has always

had an artistic eye and innate talent. She enjoys illustration and photography but is

unsure of what she wants to major in and make a career out of. She is interested in R&B music and enjoys dressing trendy but with her own eclectic,

urban twist. Ziya shops at Urban Outfitters, Topshop and Nasty Gal. She looks to her loyal

fashion influencers on Instagram to discover new styles and brands.

With her A-levels ending soon, Ziya is actively seeking some guidance and inspiration for her

creative future.

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L C FF I N A N C I A L A N A L Y S I S

JASMINE HAOYAO, MA FASHION DESIGN & TECHNOLOGY : MENSWEAR

SALES PROJECTIONThe expected sales and booking numbers of LCF Future for one month are estimated based on the

primary and secondary research conducted. It is projected that digital week will be the most booked

and the hair and cosmetics week the least after analysing the popular interests of our target market.

DIGITAL WEEK5 classes - 200 bookings Saturday Evening Event - 110 bookings DESIGN WEEK5 classes - 180 bookingsSaturday Evening Event - 100 bookings

HAIR & COSMETICS WEEK 4 classes - 60 bookingsSaturday Evening Event - 75 bookings

BUSINESS OF FASHION WEEK4 classes - 160 bookingsSaturday Evening Event - 100 bookings

TOTAL

£2,000£550

£1,800£500

£600£375

£1,600£500

£7,925

30

£5,649-10% contingency

TOTAL: £5,084.10

BUDGET

24

KEY PERFORMANCEI N D I C A T O R S

LCF

JIALI LU, MA FASHION DESIGN & TECHNOLOGY

SMART

LCF Future will acquire 600 class bookings for the duration of the month it is active at Westfield.

LCF Future will increase the current average dwelling time of 101 minutes in Westfield Stratford by 25%.

Xiutao Fu, MA Fashion Artefact

KPI

Based on sales projection (see page 30) 200 bookings for digital week (33%)180 for design week (30%)60 for hair & cosmetics (10%) 160 for business of fashion (27%)

126 minute dwelling time will be achieved through 3 hour long classes and an estimated 20 minute browsing time for visitors to look at displayed student work

LCF Future will monitor the success of its business plan by assessing key point indicators in

relation to the established SMART goals. In order to achieve a total of 600 class bookings for the

month, LCF Future must acquire at least 200 bookings for Digital Week, 180 for Design Week,

60 for Hair & Cosmetics Week and 160 for Business of Fashion Week. The booking goals were

strategically made in reference to the primary and secondary research conducted on the target

market. The goal to increase the average dwelling time in Westfield will be monitored by the

employees in LCF Future. Employees will record how many visitors enter the store that are not

attending a class, and reference their time spent viewing the displayed student work.

A key mission of LCF Future is to help college students explore their creative interests and inform

them about the many opportunities at LCF. LCF Future aims to capture college students and build

a relationship in hopes of encouraging them to consider LCF for undergraduate. This fundamental

value will be monitored by requesting every student who takes a class at LCF Future to participate

in a survey about their experience and how it has changed their outlook on their creative future.

THE FUTURE OF LCF FUTURELCF Future is a sustainable and viable concept that could become a permanent space in Westfield

and beyond. The other colleges under the University of the Arts London such as, Central Saint

Martins and London College of Communication, can join forces with the program enriching it with

educational resources, creative course opportunities and marketing exposure. In addition, LCF’s

partner universities around the world can adopt the mission of LCF Future and continue educating

and inspiring young creatives worldwide. LCF’s partner university in New York City, LIM, would

be a feasible option to transfer the program over to Westfield World Trade Center in Manhattan.

Although this would not directly bring students to LCF, it would accomplish the concept’s core

mission of creating a better future for the upcoming generations through creative exploration and

development.

34

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PHEDRE CALVADOS, MA FOOTWEAR DESIGN

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A P P E N D I X

STYLED BY KAYT WEBSTER-BROWN,

PIGEONS & PEACOCKS MAGAZINE

APPENDIX A -Survery questionnaire conducted on 45 UK teens aged 14 to 18

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APPENDIX B- Group Meeting Log

BA (Hons) Fashion Marketing Year 2Fashion Marketing Development Project

Minutes Pro forma

Name of Group:Group 14, LCF FutureGroup Members:Ella Banks, Kristina Reali, Alla Sawedeg

Date of Meeting Group members Present/Absent Notes25/04 Kristina, Ella, Alla All Discussed and finalised idea from 3 choices02/05 Kristina, Ella, Alla All Put together rough outline of project 09/05 Kristina, Ella, Alla All Primary and secondary research16/05 Kristina, Ella, Alla All Branding and marketing strategies 23/05 Kristina, Ella, Alla All Future sustainability of concept, poster30/05 Kristina, Ella, Alla All Final overview and checkpoint of everyone’s progress Please note: at each meeting a different member of the group should chair the meeting.

Item 1 Issue Discussed:• Went over our three ideas we discussed from the week before and chose our final idea• Planned out overview of marketing and implementation plan

Decisions:• LCF to create a “learning hub” in the space that offers master classes specialising in the LCF courses (i.e. photography, design, illustration, marketing etc) that caters to teens aged 14-18 • Each week to represent the different sites/courses of LCF o Design Week o Cosmetics/Hair Weeko Business of Fashion Week o Digital Week

Actions: (Designated Group Members)Everyone to begin initial research of LCF and Westfield Group trip to Westfield

Date required: By 04/05

Item 2 Issue Discussed:• Analysed Westfield environment and key customers after taking a visit to the mall and

Russell & Bromley mock store space • Further continued discussion about marketing efforts • Examined and determined financial budget

• Examined and determined financial budget

Decisions:• Detailed decisions regarding marketing strategies, budget, store space layout and schedule of the classes in the space were made

Actions: (Designated Group Members)• Alla- Begin analysing external environment• Kristina- Begin analysing internal environment (LCF pillars in relation to our idea and why it will be successful)• Ella- Begin layout template and branding logos

Date required: By 18/05

Item 3 Issue Discussed: • Assessed primary research findings• Initial branding concepts • Poster ideas

Decisions:• Developed intensive sales projection based on primary and secondary research findings• Consumer audits and journeys and how they should be presented

Actions: (Designated Group Members)• Alla- Create final budget and develop external financial analysis• Kristina- Begin playing around with poster layout; Finish internal analysis and marketing development plan • Ella- Create consumer audit including pen profiles and consumer journeys

Date required: 16/05