R A N G E P L A N D E V E L O P M E N T B O O K

A S D A G E O R G E

H O L I D A Y W E A R S / S 1 9

C A P S U L E C O L L E C T I O N

L A U R E N S I N A R

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C O N T E N T SIntroduction to the brand

Best SellersKey Shapes

Competitive ShopPrimary Research

SWOTSWOT Analysis

Mood and Concept S/S 2019Catwalk AnalysisEditorial Analysis

Highlighting trendsColour Palette S/S19

Key 6 ShapesGarment Details

Sustainable/ Ethical ConsiderationFabric Selection

Final Range PlanCritical Paths

Marketing

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G E O R G E C L O T H I N G

Peter Asquith created the first concept of a “supermarket” in 1963, transferring this into the first supermarket ever holding a car park in 1965; this was the supermarket that we now know as ASDA. 52 years later, ASDA is the UK’s 3rd biggest supermarket, however, this hasn’t been easy, ASDA have recently been seeing sales fall due to the expansion of discount retailers within the industry. (The Week, 2017)

In 1989, George Davies created the first ever-clothing brand within a supermarket (ASDA) Based in Lutterworth, George is sold in over 560 stores and on George.com, serving over 800,000 customers per week. With £21.7 billion sales turnover, George is giving consumers what they want, value. With the uncertainty of the future on leaving Brexit, this leaves customers with lack of confidence in shopping and cause for reconsider of spending habits. However, with George being the number 1 value clothing retail with a 27.8% share of the industry, it prides itself on being loyal and conscious of their consumers. (ASDA, 2018)

George focuses it’s marketing on being affordable to their customers. It targets to sit within the £4- £6 per clothing bracket. George aim towards the 25-64 age bracket, but this doesn’t limit marketing towards all ages. George create collaborations, such as Lorna Luxe who is a fashion blogger, this widens their audience and creates more online presence.

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K E Y S H A P E S

Classic Swim suit shape- George vary the material, pattern or colour way. Will add zips, extra stitching or change the straps on the swim suit to vary however still use a classic swimsuit shape.

Skater/Sun DressGeorge will change colour or patterns. May choose to add in extra details such as cut out back or tie details.

Using this research a skater dress or a classic swim suit bikini would be essential within the range, as it’s shape is recognisable to consumers.

V-neck CamisoleAvailable in a range of colours and prints.100% Polyester £5.00

Knee Length Denim ShortsAvailable in Light Wash, Indigo and Black£12.50

George’s classic best sellers including V-neck camisoles and knee length denim shorts, these include basic/ minimal colours while adding details like patterned prints, trims and stitching. Using this as inspiration towards creating a best seller.

B E S T S E L L E R S

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ASDA- GeorgeBodysculpt Colour Flash SwimsuitSizes 8-22 £12.50Made in CambodiaMaterials: 80% Polyamide, 20% Elastane4.5 star review on website

TESCO- F&FF&F Active Piped Stripe Swimsuit with hidden supportSizes 6-22 £12.00Made in CambodiaMaterials: 80% Nylon, 20% Elastane4.6 star review on website

COMPETITIVE SHOP- SWIMSUIT

CORE PRODUCTSTHE PRODUCTS WERE LIMITED AT THE TIME OF DOING THE COMPETITOR

SHOP AS HOLIDAY WEAR WAS NOT YET RELEASED.PRIMARKControl SwimsuitSizes 6-20 £12.00Made in ChinaMaterials: 90% Nylon, 10% Elastane

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ASDA- GeorgeCamisole VestSizes 8-22 £2.50Promotion available with 2 for £4Made in BangladeshMaterials: 95% Cotton, 5% Elastane4.5 star reviews on website More colours ways available

Tesco F&FF&F 2 Pack of CamisolesSizes 6-22 £5.00 Sell in other colourway packs from £7 to £7.50Made in Sri LankaMaterials: 95% Cotton, 5% Elastane4.5 star reviews on website

PRIMARKBlack CamiSizes 6-22 £1.80Made in Sri LankaMaterials: 95% Cotton, 5% Elastane

COMPETITIVE SHOP- BASIC CAMI TOPS CORE PRODUCTS

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Tesco F&FF&F Embroidered Beach ShortsSizes: 6-18£12.00Made in:IndiaMaterial: 100% Viscose

COMPETITIVE SHOP- SHORTS FASHION PRODUCTS

ASDA- George Embroidered Tassel Tie ShortsSizes 8-22£12.50Material: 100% Viscose

PRIMARKBlack Embroidered ShortsSizes: 6-22£8.00Made in:IndiaMaterial: 100% Viscose

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2019PRIMARY RESEARCH

An interview with a George worker suggested that the average consumer is around 35-50, with the best selling sizes to be size 12-16. The worker suggested the average price point to be around £10-12, however, pieces can be as cheap as £2.50 and excel to £16+. This shows the collection has to be around that price point to suit the existing consumers, while having more units in the best selling sizes. (Authors Own Research, 2018)

An online survey with 20 respondents all female revealed that the ages of 35+ were more likely to shop at George than 18-24 year olds. 65% of respondents said they occasionally shopped at George, with Tu and F&F being their biggest competitors. 80% responded ‘not sure’ or ‘no’ to George being fashionable and trend fed. The survey found that their price point encourages consumers to spend, with £11- £20 being the average spend. (Authors Own Research, 2018)

I N T E R V I E W S U R V E Y

WHATS YOUR AVERAGE SPEND WHEN BUYING CLOTHES FROM SUPERMARKET CLOTHING

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“SURPRISINGLY GOOD QUALITY AND GREAT VALUE FOR PRICE”- CUSTOMER OF GEORGE MERRY HILL

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OPPORTUNITIES • Have the summer range come out earlier to keep up

with competitors. • Have a wider swimwear range for size 6 and 8’s. • Have more beachwear accessories around the section

in store such as sunglasses, hats, beach bags to encourage consumer spending, allowing them to create a vision and an outfit.

• Create more short within the range• Extend range towards younger audience

THREATS • Limited size range compared to competitors• Lacked a range of shorts compared to competitors

using embroidery and more printed designs.

• With Brexit happening the import prices and exchange rates can affect the profit margins causing George to have to raise its prices that doesn’t reflect the customer value.

WEAKNESSES• Found end rails to have sale items on with

random products, sizes and products, instead replace with more inspiration fits.

• Need more mirrors around the shop floor.• Doesn’t have technical help in store, for you to

order online if product isn’t available in store.

• Don’t make any size 6 products and lack of size 8 in store.

• In stores there limited sets to go with swimwear, e.g no matching kaftans, shorts, sarongs.

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S TRENGTHS

• Quotes around the store giving consumers a confidence boost ‘you look great in this’

• Good use of promotional offers, for example £2 for 4, which sub-consciously makes the consumer take up the offer.

• Found ASDA had a range of colours within majority of its products, allowing more options for the customer.

• The fixtures are thoroughly through out with complementary colours in sections which visually works.

• Extra labels on products claiming to have lasting colour or extra support.

• Good maternity/ post operation selection within beachwear • Some of their swimwear range has front control liner which

smooths your tummy and they have elasticated insert for support, to give consumers confidence when wearing the product.

• Uses a high level of details such as embroidery, decorative stitch.

• Wide range of colours are available in each product• Try to use more sustainable products like Viscose

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‘ G e o r g e a r e p r i c e c o n s c i o u s t o w a r d s t h e i r c o n s u m e r s , m e a n i n g t h e r a n g e h a s t o b e a f f o r d a b l e ’

The competitor shop revealed that George are price conscious towards their consumers, meaning that they have to be affordable and good value as Primark held cheaper prices but had poorer quality. George isn’t as fashion forward as other competitors, mainly because of their target audience. However, I feel they are missing sales within younger women aged 20-26; this could be an indication for the new range to be targeted towards this audience. Beachwear sizes were limited so I would like to expand this and have more sizes 6-8, while creating more outfits and co-ords to pair with each other.

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ACTA-VILITYActa-vility is about creating a movement for sustainable and ethical issues in order to bring about a better and longer-lasting future; whilst also promoting notions of environmental awareness.

The mood of the trend is about feeling fresh and living a healthy lifestyle. Using natural and organic methods and materials, individuals are aiming to reacquaint themselves with nature, and avoid manufactured and harsh alternatives that could damage themselves and the planet. This collection is aiming to combine sustainable practices within the fast fashion industry.

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CLEAN FRESHNATURALETHICALSUSTAINABLECONSCIOUS TRANSPARENTREVITALISING 21. 22. 23.

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S/S18 CAT WALK S W I M W E A R

ALBERTA FERRETTI S/S18

KENZO’s La Collection Memento Nº2

WESTERN MATERIALSSELF EXPRESSION BASIC SHAPESONE-PIECE SWIMSUITHIGH WAISTED BIKINIFLORALS PRINTS

BLOCK COLOURS LOOSE FITSTRAP DETAILTRIANGLE SHAPESOVERSIZED

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S/S18 CAT WALK SHORTS/ TROUSERS

BERMUDA SHORTSHIGH WAISTED SHAPEABOVE THE KNEEEVERYDAY NEUTRAL TONESTAILORED

WIDE LEGFLOWINGPATTERNSPRINTSLOOSE FITELASTICATEDPALAZZO

PACO RABANNE SAINT LAURENT TIBI Y/PROJECT OFF-WHITE

SYZ ALEXANDRA LONG ALEXANDRA LONG

NILI LOTAL NILI LOTAL SYZ

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DRESSES / TOPS/S18 CAT WALK

SHEER/ SEE THROUGHLAYEREDMESH OVERLAYSTWO TONE COLOURS

FLOWINGSHEERFLORAL DESIGNSLACEHANKERCHIEF HEMEMBROIDERED DETAILSMIDI- LENGTH

CAROLINA HERRERA SACHIN BABI ISABEL MARANT

RALPH LAUREN ZADIG & VOLTAIRE ZIMMERMANN

GIVENCHYISABEL MARANTBALMAINCAROLINA HERRERACHRISTIAN DIOR57. 58. 59. 60. 61.

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EDITORIAL LOOKSTRIANGLE BIKINISCIRCLE SHAPESHIGH WAISTED FLARE TROUSERSSTRIPESFLORALS

OVERSIZED FITLACEPLEATS OVERLAYING MATERIALSV-NECK

BLUE/ YELLOW/WHITE/ TAN/ KHAKI 68.

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TRENDS FROM THE RUNWAY SS/18

TINTS OF YELLOW

RUFFLES AND FRILL ACCENTS

PASTELS

STRIPES

SHEERSEE THROUGH MATERIALS

DELICATE FLORALS

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COLOUR PALETTE CORE COLOURS

ACCENT COLOURS

This colour palette represents being organic and sustainable, using neutral and earthy tones with pops of bright colours such as yellow to add fresh spring/summer vibes.

PURE WHITE

SUNNY YELLOW

SAGE LEAVES CAMOUFLAGE KHAKIDOWN UNDERCLEAR SKIES

COLOUR PROPORTIONS

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REVERSIBLE SWIMSUIT - FASHION

REVERSIBLE SWIMSUITCLASSIC SHAPEMETALEMBELLISHMENT CIRCLE BODY ENHANCEMENT- SUPPORT

FINAL 6 KEY SHAPESFINAL 6 KEY SHAPES

MESH BIKINI SET - FASHIONTRIANGLE BIKINIMESH TIESCONTRASTINGREMOVABLE -PADDING

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FINAL 6 KEY SHAPES

DOUBLE LAYER CAMISOLE- CORE BEACH COVER UP- TRIAL

CLASSIC GEORGE SHAPELAYERED SHEERV NECK

HANDKERCHIEF HEMLACE INSERTSWHITEDETAILPATTERN

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FINAL 6 KEY SHAPES

BERMUDA SHORTS- FASHION PALAZZO TROUSERS-CORE

BERMUDA SHORTSDECORATIVE STITCHINGBUTTON/ ZIPPER FASTENINGS

WIDE LEG FLOWING FITDRAWSTRING FASTENINGELASTICATED WAIST

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PRINTS/ TEXTURES

VERTICAL STRIPES

FLORAL PATTERNED PRINTS

SMOOTHTRANSPARENTSHEEREMBROIDEREDSHEEN

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GARMENT DETAILS

METAL HOOPSLACE INSERTSDECORATIVE HEMLINES AND SLEEVESTRANSPARENT DETAIL

DECORATIVE PATTERNSACTIVE BINDINGREFERENCES TO- ACTIVE-WEAR MESH STITCHING DETAIL

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Influencer- STELLLAMCCARTNEY

SUSTAINABLE AND ETHICAL CONSIDERATION

Stella McCartney is on a mission to operate a responsible business whilst pushing boundaries. Focusing on materials, the brand uses materials that influence George’s collection. Stella tracks the impact the brand is having.(Stella McCartney, 2018)

All materials are sustainable and help to reduce the impact.

• Sourced viscose in a way that helps protect ancient forests and species that live there. The brand is able to trace viscose back to its origin sustainably managed and certified forest in Sweden. • Organic cotton as this eliminates the use of toxic and persistent chemicals• Synthetic materials- Recycled nylon and polyester. To make ECONYL® (Regenerated Nylon), waste such as industrial plastic, waste fabric and oceans waste is recycled and regenerated into a new nylon yarn that is exactly the same quality as virgin nylon.147. 148. 149.

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Influencer- H&M CONSCIOUS RANGEAll the pieces in the collection are made from sustainable materials including Bionic®- a polyester made of plastics recycled from shoreline waste, organic silk and Tencel ®. 95% of clothes are thrown away and could have been re-worn or recycled; George could consider using more of these possible materials to help reduce this statistic.

H&M uses 26% of sustainable materials across their entire fashion collection. They aim for 100% of its cotton to be sustainably sourced by 2020. H&M are creating a movement of change, seeing a high street brand do this shows supermarket brands like George can make a change. (H&M, 2018)

‘ H & M ’ s C o n s c i o u s c o l l e c t i o n s h o w s h o w t h e b e s t s t y l e c a n b e m i n d f u l o f t h e p l a n e t , t o h e l p p r o t e c t i t f o r t h e f u t u r e ’ .

SUSTAINABLE AND ETHICAL CONSIDERATION

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‘ F o r e v e r y t o n o f w a s t e n e t s c o l l e c t e d t h e r e i s e n o u g h n y l o n r e g e n e r a t e d t o c r e a t e m o r e t h a n 1 0 , 0 0 0 s w i m s u i t s ’ - D AV Y J

DAVY J SHAPES IN THE SAND

Focusing on making an industry that provides a sustainable future. They use the highest quality fabrics derived from regenerated materials and ethical manufacturing processes to create products.

Shapes In The Sand use sublimation printing as it doesn’t use water or produce any harsh chemicals; this is something that George could adapt when having prints on their products. The business focus on details such as hygiene stickers., where 100% wood pulp with non-toxic inks can dissolve in water after their used. (Shapes in the Sand, 2018)

The aim of this brand is to build a closed loop resource system. They use 100% regenerated nylon yarn from waste such as fishing nets. The products still hold their properties of being long lasting, extra strength and durable. Davy J wants to fight throwaway fashion; George could consider using this material for their products (Davy J, 2018).

SUSTAINABLE AND ETHICAL CONSIDERATION

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TED RESEARCHDesign to reduce the need to consume

Researching into sustainable options, ‘The Ten’ (Ted Research, 2018) suggests designing to reduce the need to consume. Reflecting on this suggestion, the thought of a reversible swimsuit came to mind, as it gives two products in one. This would be a great holiday essential, which could last longer as it gives two different designs in one shape. It would cost more to manufacture, however the price still has to be within the pricing architecture for George consumers.

The competitor shop showed George have labels that indicate if a product has ‘lasting colour’ and ‘bodysculpt shaping enhancement’ on their swimwear, this shows the consumer what they are paying towards, this allows George to have a high price point as it shows technology and innovation was used in product development. For this collection, George could consider using ‘Ethical and Sustainable’ labels to entice the consumer to pay higher as it is a more ethical product.

George’s care labels could include more sustainable options like ‘Wash on a low temperature’, ‘Dry clean only’, ‘Do not tumble dry’ or ‘hand wash only’. AEG are breaking today’s care habits and extending the life of clothing. The company have created a care label project called, “Don’t Overwash”. These are changes that George could easily adopt. (AEG, 2018)

SUSTAINABLE AND ETHICAL CONSIDERATION CARE/ PRODUCT LABELSSUSTAINABLE AND ETHICAL CONSIDERATION

Mock up version of sustainable label for George collection

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PACKAGING AND TRANSPORTSUSTAINABLE AND ETHICAL CONSIDERATION

TRANSPORTElectrical vans could be used as transport as it cuts carbon emissions, however, this investment may be too expensive for George to consider (Parkers, 2018). With the aftermath of Brexit, this may open up new opportunities for manufacturing within the UK, this opportunity could lead to George locally sourcing their products and cutting high transport costs and reducing sustainable footprint.

PACKAGINGSustainability within packaging is just as important as materials. The most obvious would be to cut down on packaging and optimize design. There are other options such as making online shopping become paperless and all digital. Also, cornstarch or sorghum could be used in packaging as they can be composted (Compostme, N/A). A long-term mission for George could be to use 100% recyclable packaging. Another option could to invest in H+bags, which is a clothes hanger made from paper bags, however, this would still need to be functional. (Vivid brand, N/A)

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FABRIC SELECTION

When using materials such as Cotton, Polyester or Nylon, George could consider using sustainable alternatives like Bionic, Econyl or regenerated nylon yarn. However, this might not be suitable, as using these materials would increase the price as it is newer technology, hence consumer spending being outwayed. The price point of Georges’ products needs to stay low, this could be something to consider when creating new collections.

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2019FINAL RANGE S/S 19 GEORGE HOLIDAY WEAR

Mesh Bikini Set FashionSize range: 6-18Cost Price: £7.34Selling price: £16Margin: 45%Order quantities:8,000 unitsFabric content : 100% regenerated nylon yarn

Reversible SwimsuitFashionSize range: 6-22Cost price:£6.42Selling price: £14.00Margin: 45%Order quantities: 3,000 unitsFabric content: 80% Nylon, 20% Elastane

Beach Cover UpTrial Size range: 6-22Cost price: £6.77Selling price: £12.50Margin: 35% as located from TurkeyOrder quantities:800 unitsFabric content: 100% Organic Cotton

Double Layer CamisoleCoreSize range: 6-24 Cost price:£3.00Selling price:£6.00Margin: 40%Order quantities:50,000 unitsFabric content:100% Polyester

Palazzo Trousers CoreSize range: 6-24 Cost price: £6.25Selling price: £12.50Margin: 40%Order quantities: 30,000 unitsFabric content:100% Viscose

Bermuda ShortsFashionSize range: 8-24Cost price: £5.05 Selling price: £11.00Margin: 45%Order quantities: 10,000 unitsFabric content: 97% Organic Cotton/ 3% Elastane

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CRITICAL PATH 1StyleNumber 3051901ProductDescription DoubleLayerCamisoleCountryofOrgin SriLankaLeadTime 20WeekTransportmode ShippedbySea

GarmentDetails

Event:20weekLeadtime-SriLankaVestTop Responsibility Date CommentOrderplaced Buyer/Factory 14/12/18

FirstFit Garmenttechnologist/Buyer 28/12/18Labdip Buyer/Designer 04/01/19Trimapproval Buyer/Designer 04/01/19 ApproveStitchingandLiningStikeoff Buyer/Designer 04/01/19 CheckPrintonproductSealapproval Garmenttechnologist 18/01/19Bulkfabricapproval Buyer/Designer 01/02/19Rawmaterialsinhouse Factory 22/02/19Cutdate Factory 01/03/19Productionsample Factory 08/03/19Exfactory Factory/Merchandiser 26/03/19Estimatedtimeofarrival(ETA) Factory/Merchandiser 26/04/19

Phasing Merchandiser 03/05/19

DOUBLE LAYER CAMISOLE- CORE PRODUCT

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CRITICAL PATH 2REVERSIBLE SWIMSUIT- FASHION PRODUCT

Event22weekleadtime-Cambodia,Swimsuit Responsibility Date CommentOrderplaced Buyer/Factory 30/11/18FirstFit Garment 14/12/18 CheckreversiblefabricsLabdip Buyer/Designer 21/12/18Trimapproval Buyer/Designer 21/12/18 EmbroideryandDecorativecomponentsStikeoff Buyer/Designer 21/12/18 PrintsonreversiblefabricSealapproval Garment 04/01/19Bulkfabricapproval Buyer/Designer 18/01/19Rawmaterialsinhouse Factory 15/02/19Cutdate Factory 22/02/19Productionsample Factory 01/03/19Exfactory Factory/ 22/03/19Estimatedtimeofarrival(ETA) Factory/ 26/04/19Phasing Merchandiser 03/05/19

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CRITICAL PATH 3

Event10weekleadtime-Turkey,CoverUp Responsibility Date CommentOrderplaced Buyer/Factory 22/02/19FirstFit Garmenttechnologist/Buyer 01/03/19Labdip Buyer/Designer 08/03/19Trimapproval Buyer/Designer 08/03/19 EmbroideredLaceDetailStikeoff Buyer/Designer N/ASealapproval Garmenttechnologist 15/03/19Bulkfabricapproval Buyer/Designer 22/03/19Rawmaterialsinhouse Factory 05/04/19Cutdate Factory 05/04/19Productionsample Factory 12/04/19Exfactory Factory/Merchandiser 19/04/19Estimatedtimeofarrival(ETA) Factory/Merchandiser 26/04/19Phasing Merchandiser 03/05/19

StyleNumber 3051903ProductDescription BeachCoverupCountryofOrgin TurkeyLeadTime 10WeekTransportmode ShippedbySea

GarmentDetailsBEACH COVER UP- TRIAL PRODUCT

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MARKETING An Instagram marketing campaign for the collection showing how you can outfit build. This encourages consumer spending and to reduce the need for consumer spending.

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WRITTEN REFERENCINGAEG (2018) ‘We want to break todays care habits’. Available at https://www.aeg.co.uk/care/inspiration/care-label-project/. [Accessed 23 February 2019] ASDA Corporate (2018) ‘Founding Principles’. Available at https://corporate.asda.com/our-story/our-history. [Accessed 29 January 2019] Authors Own Research [Sinar,L] (2018). Compost Me (N/A) ‘Sustainable Packaging Materials. Available at http://compostme.co.uk/sustainable-packaging.html. [Accessed 5 March 2019] Davy J (2018) ‘Real Swim Wear’. Available at https://www.davyj.org/about. [Accessed 20 February 2019] H&M (2018) ‘Our Sustainability work’. Available at http://about.hm.com/en/sustainability.html. [Accessed 18 February 2019]Parkers (2018) ‘ Electric Van Guide: Everything you need to know’. Available at https://www.parkers.co.uk/vans/news-and-advice/electric-vans/. [Accessed 9 March 2019] Shapes in the Sand (2018) ‘Sustainability’. Available at https://www.shapesinthesand.com.au/pages/sustainability. [Accessed 20 February 2019]Stella McCartney (2018) ‘Sustainability’. Available at https://www.stellamccartney.com/experience/en/sustainability/. [Accessed 18 February 2019] Ted Research (2018) ‘The TEN’. Available at http://www.tedresearch.net/teds-ten/. [Accessed 22 February 2019] The Week (2017) ‘Asda posts worst quarterly sales ever’. Available at http://www.theweek.co.uk/64215/asda-surprises-with-first-sales-rise-in-three-years/page/0/2 [Accessed 30 January 2018] Vivid Brand (N/A) ‘Top ten: Ecological Packaging’. Available at http://vividbrand.com/views/ecological-packaging/. [Accessed 5 March 2019]

IMAGE REFERENCING

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84. ‘Khaki Aesthetics’. Available at www.google.com 85. Vogue Catwalk S/S18’. Available at Available at www.vogue.co.uk/. [Accessed 2 March]86. Vogue Catwalk S/S18’. Available at Available at www.vogue.co.uk/. [Accessed 2 March]¬87. Vogue Catwalk S/S18’. Available at Available at www.vogue.co.uk/. [Accessed 2 March]¬88. ‘SS18 PRIMARK’. Available at www.primark.com 89. ‘Alexandra Long’. Available at www.vogue.co.uk/. [Accessed 2 March]90. Acurated Life’. Available at www.Acuratedlife.tumblr.com. [Accessed 14 February]l91. Available at www.patternity.com. [Accessed 27 February]92. WGSN93. Available on Instagram94. ‘The Undone’. Available at https://www.theundone.com. 95. ‘Shapes in the sand lookbook’. Available at https://www.shapesinthesand.com.au/. [Accessed 25 February]96. Vogue Catwalk S/S18’. Available at Available at www.vogue.co.uk/. [Accessed 2 March]¬97. ‘George Swimsuit’.Available at https://direct.asda.com. [Accessed 4 March]98. Available at www.pinterest.com/. [Accessed 3 March]99. ‘Triangl Mesh Bikini’.. Available at www.google.com. [Accessed 10 March]100. Alberta Ferretti s/s18’. Available at www.vogue.co.uk/. [Accessed 1 March]101. ‘Dolphin up close’. Available at www.google.co.uk. [Accessed 16 March]102. Available at www.pinterest.com/. [Accessed 28 February]103. Vogue Catwalk S/S18’. Available at Available at www.vogue.co.uk/. [Accessed 2 March]104. Vogue Catwalk S/S18’. Available at www.vogue.co.uk/. [Accessed 2 March]¬105. ‘Double layer Camisole’. Available at www.google.com. [Accessed 2 March]106. ‘Double Layer Camisole’. Available at https://direct.asda.com. [Accessed 4 March]107. Available at www.google.co.uk. [Accessed 20 February] 108. Vogue Catwalk S/S18’. Available at Available at www.vogue.co.uk/. [Accessed 2 March]109. WGSN110. WGSN111. L‘Off-White’. Available at www.vogue.co.uk/. [Accessed 2 March]112. ‘Y/Project. Available at www.vogue.co.uk/. [Accessed 2 March]113. WGSN114. ‘Alexandra Long’. Available at www.vogue.co.uk/. [Accessed 2 March]115. ‘Nil Lotal’. Available at www.vogue.co.uk/. [Accessed 2 March]116. ‘SYZ’. Available at www.vogue.co.uk/. [Accessed 2 March]117. ‘Fastenings’. Available at www.google.com. 118. Vogue Catwalk S/S18’. Available at Available at www.vogue.co.uk/. [Accessed 2 March]¬119. Vogue Catwalk S/S18’. Available at Available at www.vogue.co.uk/. [Accessed 2 March]¬120. Vogue Catwalk S/S18’. Available at Available at www.vogue.co.uk/. [Accessed 2 March]¬121. Vogue Catwalk S/S18’. Available at Available at www.vogue.co.uk/. [Accessed 2 March]¬122. Vogue Catwalk S/S18’. Available at Available at www.vogue.co.uk/. [Accessed 2 March]¬123. Vogue Catwalk S/S18’. Available at Available at www.vogue.co.uk/. [Accessed 2 March]¬124. Vogue Catwalk S/S18’. Available at Available at www.vogue.co.uk/. [Accessed 2 March]¬125. Vogue Catwalk S/S18’. Available at Available at www.vogue.co.uk/. [Accessed 2 March]¬126. WGSN127. WGSN128. ‘Sheer fabric’. Available at www.google.co.uk129. WGSN130. ‘Dolphin close up’. Available at www.google.co.uk131. ‘Cotton Texture’. Available at www.google.com. [Accessed 8 March]132. Vogue Catwalk S/S18’. Available at Available at www.vogue.co.uk/. [Accessed 2 March]¬

133. Vogue Catwalk S/S18’. Available at Available at www.vogue.co.uk/. [Accessed 2 March]¬134. ‘The undone’. Available at www.theundone.com/. [Accessed 5 March]135. Available on Instagram136. WGSN137. Available on Instagram138. ‘Overlayered sheer’. Available www.pinterest.co.uk. [Accessed 10 March]139. WGSN140. WGSN141. Vogue Catwalk S/S18’. Available at Available at www.vogue.co.uk/. [Accessed 2 March]¬142. WGSN143. WGSN144. ‘Triangl Mesh Bikini’.. Available at www.google.com. [Accessed 10 March]145. Vogue Catwalk S/S18’. Available at Available at www.vogue.co.uk/. [Accessed 2 March]¬146. WGSN147. ‘Stella McCartney Catwalk’. Available at www.vogue.co.uk/. [Accessed 28 February]148. ‘Stella McCartney Catwalk’. Available at www.vogue.co.uk/. [Accessed 28 February]149. ‘Stella McCartney Catwalk’. Available at www.vogue.co.uk/. [Accessed 28 February]150. ‘Sustainability by Stella McCartney’. Available at www.stellamccartney.com/. [Accessed 28 February]151. Sustainability by Stella McCartney’. Available at www.stellamccartney.com/. [Accessed 28 February]152. Sustainability by Stella McCartney’. Available at www.stellamccartney.com/. [Accessed 28 February]153. ‘Conscious collection’. Available at http://www2.hm.com/. [Accessed 27 February]154. ‘H&M conscious collection’. Available at www.vogue.co.uk/. [Accessed 27 February]155. ‘Conscious collection’. Available at http://www2.hm.com/. [Accessed 27 February]156. ‘Conscious collection’. Available at http://www2.hm.com/. [Accessed 27 February]157. ‘Shapes in the sand lookbook’. Available at https://www.shapesinthesand.com.au/. [Accessed 25 February]158. ‘Shapes in the sand lookbook’. Available at https://www.shapesinthesand.com.au/. [Accessed 25 February]159. ‘Shapes in the sand lookbook’. Available at https://www.shapesinthesand.com.au/. [Accessed 25 February]160. ‘Shapes in the sand lookbook’. Available at https://www.shapesinthesand.com.au/. [Accessed 25 February]161. ‘The waste collection 2018’. Available at https://www.davyj.org/shop. [Accessed 25 February]162. The waste collection 2018’. Available at https://www.davyj.org/shop. [Accessed 25 February]163. ‘Reversible swimsuit’. Available at https://www.net-a-porter.com/. [Accessed 7 March]164. ‘Reversible swimsuit’. Available at https://www.net-a-porter.com/. [Accessed 7 March]165. ‘Reversible swimsuit’. Available at https://www.net-a-porter.com/. [Accessed 7 March]166. ‘The care label project’. Available at https://www.aeg.co.uk/care/inspiration/care-label-project/. [Accessed 26 February]167. ‘Fashion for breakfast with Yael Aflalo’, 2017. Available at http://trendprivemagazine.com/2017/05/03/fashion-breakfast-yael-aflalo/. [Accessed 15 March]168. Authors own content, 2018. 169. ‘Puma sustainability’. Available at http://about.puma.com/en/sustainability. [Accessed 14 March]170. ‘H&M Sustainable coat hanger’. Available at www.google.co.uk171. Available www.pinterest.co.uk.172. ‘Forest’. Available at www.patternity.co.uk/ 173. Available www.pinterest.co.uk.174. Available www.pinterest.co.uk.175. Available www.pinterest.co.uk.176. WGSN177. WGSN178. WGSN179. Available www.pinterest.co.uk.

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2019