U N I VE R S A L W O R K S + GLIMPSE

J ADE BARLTROP N0356527

CONTENTS
1. Introduction 4. Aim P. 4-7

2. Methodology

3. Target Consumer 6. Online

P. 8-11

5. Strategy- Glimpse 7. Offline 8. Future Recommendations 9. Conclusion 10. List of Illustrations 11. Reference List 12. Bibliography 13. Appendix

P. 12-17 P. 18-19 P. 20-25 P. 26-45 P. 46-57 P. 58-63 P. 64-65 P. 66-68 P. 69 P. 70-72 P. 73-85

Word Count- 2157

Fig 1, Nottingham Universal Works, 2013.

INTRODUCTION
4

1.

Fig 2, Universal in store, 2013. 5

The brief for this project, which has been set by Universal Works (UW) a newly formed menswear brand established in 2008, is to design an innovative way of supporting the brand to expand its retail presence and increase sales. Working with fellow students, Natasha Arnold and Sophie Boyd we established in stage one that UW should concentrate on telling their brand narrative of

utilitarian u n d e r s t a te d and quality

through different channels of communication as this will be the best opportunity for the brand to grow, impact and reach new consumers. Being a small brand consisting of only eight members of staff (see appendix 13.6), some of which are related led to a feeling that communicating the brands ethos would be a poetic and real way for people to get under the skin of the brand and learn what it is about.

The group discovered in stage one that UW communicates many influential insights, not only in fashion but also in culture as and when they can. This is mainly done through its online journal, however the journal along with the website is somewhat lacking in digital innovation and consistency, and needs to be updated which is the focus of this report and visual outcome. UW needs to make their website more visually engaging in order to offer something new to the consumer and visualise a way to strongly communicate the brands narrative. Updating the journal through the strategy Glimpse which is mentioned later in the report, will hopefully not only keep people on the website but also increase consumer footfall in-store.

PRIMARY RESEARCH + SECONDARY RESEARCH

METHODOLOGY
8

2.

Fig 3, Rochelle Canteen, 2013.

DATE

METHOD
Interview Conversation Interview Question

SAMPLE
David Holden

PURPOSE
The group emailed David to ask him if it would be possible to film him on his daily journey for the final visual outcome. This was a success as we were able to film him at a later date. We asked the question what does active mean to you? This was done to find out their interpretation of the word active. We were happy with the responses as they suggested it being both mentally and physically. We asked the question if you and your friends were to partake in an active event what would you like it to be? This helped to define what active and social community males would like to be part of and if consumers would get involved in the cycling event that will be held after the film. The top 3 results were Running, Cycling and Football. This was done in the form of a tally, so they simply had to pick an activity from the list provided. Photos were taken previous to the shoot to ensure that when filming on the day it would run smoothly to get the best outcome possible. The group emailed Lauren to get the names of all the members of staff that worked for UW. This was done to ensure the group knew who they would be filming for the future recommendations. Unfortunately Lauren did not reply however we did get the names of the staff from David Holden.

The group carried on researching after stage one however for this report research was mainly done in the form of primary as opposed to secondary. Contact with David Holden was the most important as he was the male that the group were going to film. Set locations were just as important so the film could be easily storyboarded at a later date.

MarchMay 2013 March 2013

APPENDIX See 13.3 See 13.4

30 males aged 20-30 from Nottingham and London 30 males aged 20-50 from Nottingham and London

09/04/13

Interview Question

See 13.5

12/04/13

Photography

Locations for the film Lauren Garner

See 13.6

16/05/13
Fig 4, Lambs Conduit Street, 2010.

Email Conversation

Fig 5, Methodology Table, 2013.

10

11

Fig 6, Universal Products, 2013.

TARGET CONSUMER
12

3.

Fig 7, Opening Party, 2012. 13

u rb an a ctive man :
the inner city upwardly mobile consumers- those actively requiring outdoor performance wear. This consumer is an energetic, practical and humble male who is open-minded, culturally aware and has interests outside of fashion.

Stage one identified the Universal consumer of the

Fig 8, Nikes, 2013.

Fig 9, Davids Travel Bag, 2013.

14

15

in order to find out if consumers felt it went beyond physical activity. A response was, active means to constantly be on the go, whether its physically or mentally or simply being in pursuit of something. Active to me means being lively and alive in your everyday activities and thoughts Jonah. A Key consumer of Universal their thoughts and visions match with the brand values of UW.

what does a c tive mean to you?

Primary research was conducted (see appendix 13.5) asking the question:

be i n g l ively a n d a live i n yo u r eve ryd ay a c tivi ti e s a n d th o u gh ts

16

17

Fig 10, Universal Scarf, 2013.

4.
AIM
18

COMMUNICATE THE BRANDS NARRATIVE BOTH ONLINE AND OFFLINE TO STRENGTHEN THE RELATIONSHIP BETWEEN THE BRAND AND CONSUMER TO ENCOURAGE BRAND LOYALTY AND INCREASE SALES

19

UNIVERSAL WORKS + GLIMPSE

STRATEGY
20

5.

Fig 11, Jorritt, 2013.

21

To achieve and fulfil this aim the group decided to use a different communication channel in order to promote the brands narrative, and as a group came up with the strategy

A report from WGSN states that marketers need to look beyond product, place, price and promotion and instead focus on emotion, exclusivity and engagement (WGSN audio branding in fashion, 2013: online) which is what Glimpse hopes to do. Using Glimpse as a way to creatively show and tell the story of UW will be a vital way to engage consumers.

Glimp se

Glimpse is a small series of films looking at the lives of each individual that make up Universal Works, providing aspirational and experiential stories. Using the individuals that work at UW that mirror universals brand core values of skilled, real, soul and unique will allow the films to create a compelling story of the brand. Each film will show a different journey and lifestyle of the individual, an intriguing prospect for the outside consumer and a way for them to experience and understand the brands narrative on a more personal level.

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Fig 12, UWHQ, 2013.

23

ACCESSIBLE Glimpse will provide authenticity and depth to the brand and a way to be more direct to consumers. Film is on an on trend communication strategy and has become one of the top forms of communicating to a target audience (Ruffell, 2011: online) which has been noted in WGSNs 2012 marketing trends for 2013 as a place for creativity and sharing. The films will be a visual vehicle that improves the journal as a way of promoting the brands narrative. However to ensure that all channels of communication are used in order to meet new and existing customers each film will be followed up with a genuine product recommendation. This recommended, universal piece of clothing will be showcased online and taken offline and in store to encourage store visits and further sales. After each film there will be a followed up event that people can attend, a place to experience and learn new things. This allows consumers to become a part of the brand and a place to start building a community which is a core value of Universals.

UNIVERSAL WORKS

FUNCTIONAL

SERIES OF FILMS

GLIMPSE

PRODUCT RECOMMENDATION

INCREASED SALES COMMUNITY

OUTCOME

NEW EXPERIENCE EXPANDED RETAIL PRESENCE

24

25

6.
26

Fig 13, Website homepage, 2013.

ONLINE
27

Using current online promotional strategies the films will strengthen the journal due to consistent features and exciting content. Adding Glimpse to the online journal will attract, engage and retain consumers to the website. Consumers are constantly bombarded now, meaning brands struggle to stand out, to create loyalty and that bond. (WGSN audio branding in fashion, 2013: online) Glimpse will provide consumers with the opportunity to create a like-minded bond with the individuals showcased in the films to create a connection. The films will help the brand become more tried, tested and talked about. Using media platforms Universal will promote Glimpse on their social media pages as a way to engage with their target audience in order to get them to share the stories and the new experience that is being offered.

GLIMPSEDavid Holden from Universal Works on Vimeo. Fig 14, Facebook mock up, 2013.

David Holden from Universal Works on Vimeo. Glimpse is a small series of films looking at the lives of each individual that make up Universal Works, providing aspirational and experiential stories. Using the individuals that work at UW that mirror universals brand core values of skilled, real, soul and unique will allow the films to create a compelling story of the brand. Each film will show the different journey and lifestyle of the individual, an intriguing prospect for the outside consumer and a way for them to experience and understand the brands narrative on a more personal level.

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29

The first film that Glimpse will showcase has been

and executed by the group. All taking part in the concept and direction of the film with Natasha editing it once completed. Appreciating the use and response of craft the film was tailored towards UW brand ethos in order to create an understated quality product that has an honest, traditional and valued meaning which consumers can relate to. For this reason it was filmed on a super 16 film.

storyboarded

David is sat at home drinking, coffee, listening to music and on his laptop.

He leaves the house with his bike ready for the day ahead.

He begins cycling down the main roads of Shoredtich.

Turning onto a side street, he heads towards a magazine store.

Entering Artwords magazine shop he goes onto buy Inventory magazine.

He cycles onto Rochelle canteen for a drink and bite to eat.

Leaving Rochelle canteen he then cycles onto Victoria Park.

Cycles through Victoria Park, Hackney towards Lambs Conduit Street.

Fig 15, Film Storyboard, 2013.

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31

GRAINY SIMPLE OFF COLOUR EXPOSURE HONEST

32

Fig 16, Film screenshots, 2013

33

David Holdenretail manager of Universal Works.

Showcasing a real analysis of the brand the first person filmed was David Holden who has worked at UW since its launch and therefore known David Keytes the manager of UW for several years. David Holden is an important figure to the brand. The film gives an intimate insight into one of his daily journeys that he takes to work in East London from Arnold Circus to the UW store on Lambs Conduit Street.

34

Fig 17, David Holden, 2013.

35

The film shows David cycling from A to B whilst stopping at some of his favourite places on route which consist of Rochelle canteen and Artworks bookshop where he purchases his monthly read of the Monocole.

Fig 18, David film screenshots, 2013. 36 37

Throughout the film David is speaking over it to give added content about his style, reasoning for cycling in London, what he did before working at UW and his point of view, thoughts and visions of Universal Works which viewers can start to relate to. It also begins to build a reputation and awareness of the brand. An emotional and meaningful spoken piece of content that will allure consumers in, make them want to carry on watching and get excited for the next film. The brand is doing more than broadcasting their message through film and instead is offering consumers the chance to delve into their personal interests which provides a different service that goes above and beyond selling products.

A brand is better off with a loyal, long-time fan base built on a common interest than with the single sale a visit to a product page might produce.
(Wegert, 2013: online)

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39

Visual content is proving the most engaging and successful way to connect with consumers as it drives emotion, attitude, feelings and energy. Using film will make the brand more current as they begin to use multi-channels. The reason for the series of films is to help new and existing consumers understand who UW are, what they are about and why the brand exists. Having only a small number of people working for the brand the films are interesting and exclusive to the brand and can offer the viewer the opportunity to learn something new which is what the competitors of UW are not doing. This is therefore the hierarchy of message that is being delivered to consumers through the use of film; it showcases the fact that UW has already had good success with such a small tight nick of interesting and influential people.

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Fig 19, David cycling, 2013.

41

To ensure the film does more than provide beautifully designed visual content each individual filmed will also give a recommendation on a piece of clothing that they suggest is their favourite item from the collection, which makes the overall strategy more personal and special as consumers can understand more about David and his personal tastes. The recommendation will be designed onto a swing tag and attached to the item of clothing. This recommendation will then be located on the journal underneath the film with a click to buy link taking them directly to the website to purchase the item. This will take the consumer on a journey and allow them to spend more time interacting with the brand and website which will hopefully increase further sales.

Glimpse showcased on the journal

Fig 20, Journal mock up1, 2013.

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Universal Works Grey Marl Raglan Sweatshirt In 360 Loopback

The Universal Works Raglan Sweat is a slimed down version of your favourite old sweatshirt that youve had for years.This style has been updated with a reverse of the loopback fabric on the front and back with a cream ribbed side panel detail.Its said that the Raglan sleeve was named after Lord Raglan who at Waterloo was wounded and had to have his arm amputated, hence he needed his tailor to come up with a new sleeve shape. At the end of his surgery he told the orderly not to take his arm away until he had removed a ring that his wife had given him! How

David Holden from Universal Works on Vimeo. Glimpse is a small series of films looking at the lives of each individual that make up Universal Works, providing aspirational and experiential stories. Using the individuals that work at UW that mirror universals brand core values of skilled, real, soul and unique will allow the films to create a compelling story of the brand. Each film will show the different journey and lifestyle of the individual, an intriguing prospect for the outside consumer and a way for them to experience and understand the brands narrative on a more personal level.

The Universal Works Raglan Sweat is a slimed down version of your favourite old sweatshirt that youve had for years. Dave recommends this universal, comfortable sweat as an everyday key item that can be paired with pretty much anything in your wardrobe.

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Glimpse and product recommendation showcased on the journal

Fig 21, Journal mock up2, 2013

Dave recommends swing tag on the product

Fig 22, Journal mock up3, 2013.

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Fig 23, Millican x Universal, 2013.

OFFLINE
46

7.

Fig 24, Universal clothing, 2013. 47

The group have also decided to use offline promotional strategies to ensure all new and existing consumers are targeted. The aim of this is to take what Glimpse offers online and execute it offline to start

that brings like-minded people together. Each film will be followed up with an experiential event that acts off the interests mentioned in the films to connect people who are proactive and sociable, which is a key target consumer of Universal. These events will be a place where a group of people can meet and begin to learn more about each other and the individual filmed. It will be an opportunity to create new experiences that can be associated with the brand so that consumers can learn more about UW.

building a community

The consumers participation in the creation of the story demonstrates the power of inviting your audience to interact with your brand, giving them a story so powerful they will choose to share it themselves. (Robertson, 2012: online) This allows consumers to get more from the film which will hopefully bring consumers closer to the brand and increase brand loyalty.

Fig 25, Universal hats, 2013

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49

As mentioned there will be a swing tag attached to the recommended item which will be designed with clarity to capture the story of the film in store. Using Universals logo and the catch phrase Dave recommends the swing tag will be seen on the product in store to push product sales. It also gives consumers the chance to speak to David face to face about his reasoning for the recommendation and other garments that may go with it to further sales.

To understand what the event is there will be a on brand, on trend visual pack that follows on from each film that promotes and explains the idea that Sophie and Jade have designed. Here is some visual inspiration that influenced the group in to the design of the final outcome.

Fig 28, Layer, 2011.

Fig 26, Swing tag mock up, 2013.

Da ve re co mm en ds

SIMPLE AUTHENTIC HANDMADE

Fig 27, CSA Identity, 2013.

Fig 29, Identity, 2012.

50

Fig 30, Handcrafted, 2013.

The first visual pack that follows on from the film of David Holden will include a short profile card about him, his interests and hobbies. Along with this there will be an event invitation inviting consumers and giving them the opportunity to come down to UW and cycle Davids route with him, brining like-minded consumers together to create a community and experience beyond the brand. They do not necessarily have to cycle the route at that moment in time but can learn about the places David likes to visit. So that consumers can cycle the route the visual pack will include a map with Daves route and pit stops on which allows them to follow his tracks and experience new places of London. The authentic, hand crafted, clean designed on brand visual pack will be slipped in to shopping bags.

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Fig 31, David bike, 2013.

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Fig 32, Universal grooming, 2013.

FUTURE RECOMMENDATIONS
58

8.

Fig 33, Spring time, 2013.

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The reason for Glimpse and its events that follow is to bring a community of interesting people together with shared interests, whilst also allowing them to take a glimpse into the history and current understanding of the UW staff. The films are a way of promoting and communicating a lifestyle of the brand to ensure the end users experience is

The visual outcomes will make the brand stand out from its competitors as it offers consumers the chance to really get involved which will hopefully increase consumer loyalty as they start to

a journey and not just a fleeing visit.

become part of the brands community.

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61

If the group had more time the next individual would have been filmed and an event designed. The second film would be of another member of staff from UW so that it follows on logically from David Holden. There will be eight films in total, one for each member of staff which will happen monthly. Using the staff from UW in the film gives a lasting memory of the brand which will take UW above and beyond its competitors.

To measure the success of Glimpse it will be accomplished by looking at the number of people that attend the events, which will hopefully increase as more films are released. Universals Facebook and Twitter pages will indicate whether more people are liking the pages and sharing the films. To see if the film is pushing sales on the product recommendation online, it will be achieved by looking at how many consumers have used the click to buy link from the journal. Measuring the success in store will simply be done by looking at the number of garments sold since the launch of Glimpse.

Fig 34, Team UW, 2013.

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Fig 35, UW Holiday polo, 2013.

Further defining the Universal consumer through the use of Glimpse and the communities it builds will make it easier for UW to know who they are targeting. This will allow Universal to design products and services around their likes and interests which will increase sales and expand its retail presence which was the brief set for this project. Having extra thought-provoking, influential content on the journal makes it more interactive and provides the consumer with a whole rounded brand experience and an insight in to the making of Universal Works, the staff and their journey to the brand which has led it to its success.

CONCLUSION
64 65

9.

Fig 1, 2013. Barltrop, J., Nottingham Universal Works [photograph]. Fig 2, 2013. Group photo, Universal in store [photograph]. Fig 3, 2013. Arnold, N., Rochelle canteen [photograph].

Fig 4, 2010. Edwards, Y., Lambs Conduit Street. Travels with clara [online]. Available at: http://www.travelswithclara.com/2010/05/london-lambs-conduit-street.html [Accessed 16 May 2013]. Fig 5, 2013. Barltrop, J., Methodology Table [table]. Fig 6, 2013. Barltrop, J., Universal products [photograph].

Fig 7, 2012. Universal Works, Opening Party. Facebook [online]. Available at: https://www.facebook.com/photo.php?fbid=352010978208211&set=pb.197622896980354.2207520000.1368804749.&type=3&theater [Accessed 19 May 2013].

Fig 8, 2013. Anon, Nikes, Thenextdoor [online]. Available at: http://www.thenextdoor.fr/ [Accessed 15 May 2013]. Fig 9, 2013. Universal Works, Davids Travel BG. Facebook [online]. Available at: https://www.facebook.com/photo.php?fbid=448987678510540&set=pb.197622896980354.2207520000.1368977436.&type=3&theater [Accessed 19 May 2013]. Fig 10, 2013. Group photo, Universal scarf [photograph].

Fig 11, 2013. Universal Works. Jorritt, Facebook [online]. Available at: https://www.facebook.com/photo.php?fbid=445735158835792&set=pb.197622896980354.2207520000.1368823824.&type=3&theater [Accessed 18 May 2013] Fig 12, 2013. Universal Works, UWHQ, Facebook [online]. Available at: https://www.facebook.com/photo.php?fbid=445743155501659&set=pb.197622896980354.2207520000.1368979314.&type=3&theater [Accessed 17 May 2013]. Fig 13, 2013. Universal Works, Website homepage, Universal Works [online]. Available at: http://www.universalworks.co.uk/ [Accessed 19 May 2013]. Fig 14, 2013. Barltrop, J., Facebook mock up [photoshop visual]. Fig 16, 2013. Group film, Film screenshots [film]. Fig 15, 2013. Barltrop, J., Film storyboard [drawing].

Fig 36, David cycling to UW, 2013.

Fig 17, 2013. Boyd, S., David Holden [photograph]. Fig 19, 2013. Boyd, S., David cycling [photograph].

Fig 18, 2013. Group film. David film screenshots [film]. Fig 20, 2013. Barltrop, J., Journal mock up1 [photoshop visual].

LIST OF ILLUSTRATIONS
66

10.

Fig 23, 2013. Boyd, S., Millican x Universal [photograph].

Fig 22, 2013. Barltrop, J., Journal mock up3 [photoshop visual].

Fig 21, 2013. Barltrop, J., Journal mock up2 [photoshop visual].

67

Fig 24, 2013. Barltrop, J., Universal clothing [photograph]. Fig 25, 2013. Boyd, S., Universal hats [photograph]. Fig 26, 2013. Barltrop, J., Swing tag mock up [photoshop visual].

Fig 28, 2011. Anon, Layer, Graphic- exchange [online]. Available at: http://www.graphicexchange.com/archives/home_2010_12_04.html [Accessed 10 May 2013].

Fig 27, 2013. Anderson, C., CSA identity, csadesign [online]. Available at: http://www.csadesign.com/ev_bill_phelps.html [Accessed 8 May 2013].

Fig 29, 2012. Dybdahl, T., Identity, Graphic-exchange [online]. Available at: http://www.graphicexchange.com/archives/home_2010_06_06.html [Accessed 8 May 2013]. Fig 30, 2013. Anon, Handcrafted, Pinterest [online]. Available at: http://pinterest.com/pin/1829656071539869/ [Accessed 10 May 2013]. Fig 31, 2013. Boyd, S., David bike [photograph]. Fig 32, 2013. Barltrop, J., Universal grooming [photograph].

Fig 34, 2013. Universal Works, Team UW. Facebook [online]. Available at: https://www.facebook.com/photo.php?fbid=453196034756371&set=pb.197622896980354.2207520000.1368911990.&type=3&src=https%3A%2F%2Ffbcdn-sphotos-ba.akamaihd.net%2Fhphotos-ak snc6%2F300133_453196034756371_304130079_n.png&size=899%2C673 [Accessed 18 May 2013]. Fig 35, 2013. Universal Works, UW Holiday polo, Facebook [online]. Available at: https://www.facebook.com/photo.php?fbid=443036139105694&set=pb.197622896980354.2207520000.1368981183.&type=3&theater [Accessed 19 May 2013]. Fig 36, 2013. Boyd, S., David cycling to UW [photograph].

Fig 33, 2013. Universal Works, Spring time. Facebook [online]. Available at: https://www.facebook.com/photo.php?fbid=448620488547259&set=pb.197622896980354.2207520000.1368960279.&type=3&theater [Accessed 19 May 2013].

Fig 37, UW Ipad cover, 2012.

WGSN, 2013. Audio branding in fashion: music as strategy [online]. Available at: Mintel [Accessed 13 May 2013]. RUFFELL, C., 2011. 5 Points: how to make a promotional video [online]. Available at: http://www.reelmarketer.com/2011/01/how-to-make-a-video/ [Accessed 24 April 2013]. WEGERT, T., 2013. Advertisers go beyond blogging with branded magazines [online]. Available at: http://www.clickz.com/clickz/column/2254623/advertisers-go-beyond-blogging-withbranded-magazines [Accessed 20 April 2013]. ROBERTSON, D., 2012. The power of storytelling, the key to consumer engagement. The Guardian [online], 23 May. Available at: http://www.guardian.co.uk/media-network/medianetwork-blog/2012/may/23/storytelling-key-audience-consumer-engagement [Accessed 17 May 2013].

Fig 37, 2012. Universal Works, UW Ipad cover, Facebook [online]. Available at: https://www.facebook.com/photo.php?fbid=403322289743746&set=pb.197622896980354.2207520000.1369044135.&type=3&theater [Accessed 20 May 2013]. Fig 38, 2012. Universal Works, UW Socks, Facebook [online]. Available at; https://www.facebook.com/photo.php?fbid=382692531806722&set=pb.197622896980354.2207520000.1369044450.&type=3&theater [Accessed 20 May 2013].

Fig 39, 2012. Universal Works, Universal Store, Universal Journal [online]. Available at: http://www.universalworks.co.uk/journal/first-blog-post/#more-148 [Accessed 20 May 2013].

REFERENCE LIST
68 69

11.

BARLTROP, J., (jade.barltrop2010@my.ntu.ac.uk), 2013. UW- FCP. 16 May. Email to: Lauren Garner (lauren@universalworks.co.uk)

BRANDINGMAGAZINE, 2013. The importance of communicating your brand message [online]. Available at: http://www.brandingmagazine.com/2013/04/05/the-importance-ofcommunicating-your-brand-message [Accessed 24 April 2013]. HOLDEN, D., (davidholden@universalworks.co.uk), 2013. UW. 13 January. Email to: Natasha Arnold (studio@natashaarnold.co.uk). KEYTE, D., 2013. Our Story [online]. Available at: http://www.universalworks.co.uk/about/ [Accessed on 23 March 2013].

MOUNT, I., 2013. Clothing companies trying to find more direct paths to customers. The NY Times [online], 6 March. Available at: http://www.nytimes.com/2013/03/07/business/smallbusiness/clothing-companies-try-tosell-directly-to-consumers.html?pagewanted=all&_r=1& [Accessed 14 May 2013]. MINTEL, 2012. Mens fashion lifestyles [online]. Available via: Mintel [Accessed 23 March 2013]. MINTEL, 2012. Fashion Online [online]. Available via: Mintel [Accessed 23 March 2013].

MCKINSEY., 2013. Beyond social corporate responsibility: integrated external engagement [online]. Available at: http://www.mckinsey.com/insights/strategy/beyond_corporate_social_responsibility_integrat ed_external_engagement [Accessed 24 April 2013].

Fig 38, UW Socks, 2012.

NIKE, 2013. About RDC [online]. Available at: http://www.rundemcrew.com/about [Accessed 22 March 2013]. ROBERTSON, D., 2012. The power of storytelling, the key to consumer engagement. The Guardian [online], 23 May. Available at: http://www.guardian.co.uk/media-network/medianetwork-blog/2012/may/23/storytelling-key-audience-consumer-engagement [Accessed 17 May 2013]. RUFFELL, C., 2011. 5 Points: how to make a promotional video [online]. Available at: http://www.reelmarketer.com/2011/01/how-to-make-a-video/ [Accessed 24 April 2013].

BIBLIOGRAPHY
70

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STIVING, M., 2012. 4 ways giving consumers something thats genuinely free can help retailers profit in the long run [online]. Available at: http://upstreamcommerce.com/blog/2012/10/24/4-ways-giving-consumers-genuinely-freeretailers-profit-long-run [Access 20 April 2013]. STYLUS, 2011. Urban Active Man [online]. Available via: Stylus [Accessed 20 March 2013]. STYLUS, 2011. Fashion film and e-commerce [online]. Available via: Stylus [Accessed 9 April 2013].
71

STYLUS, 2011. Pop culture and media, club culture [online]. Available via: Stylus [Accessed 9 April 2013].

WEGERT, T., 2013. Advertisers go beyond blogging with branded magazines [online]. Available at: http://www.clickz.com/clickz/column/2254623/advertisers-go-beyond-blogging-withbranded-magazines [Accessed 20 April 2013]. WGSN, 2013. Audio branding in fashion: music as strategy [online]. Available at: Mintel [Accessed 13 May 2013]. WGSN, 2013. Utility over emotion: brand strategy [online]. Available at: Mintel [Accessed 13 May 2013]. WGSN, 2013. Retail best practise: creating a relationship [online]. Available at: Mintel [Accessed 13 May 2013].

Fig 39, Universal Store, 2012.

APPENDIX
72

13.
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Ethical Clearance Checklist for individual student projects

13.2 ETHICAL CLEARANCE CHECKLIST

Nottingham Trent University School of Art and Design

To be completed by the student for an individual project that involves the collection of primary data this includes images, drawings, photographs, questionnaires and interviews. Please complete this document following the guidance in the School of Art and Design Ethical Guidelines and Framework for Research and Practice Undertaken by Students.

13.1 DECLARATION FORM

Section A: About the research Name: Programme of Study: Module Title and Reference Number: Name of module leader/supervisor responsible for the management of the project Duration of project Project title Section B: Training and experience Have you had previous experience of or been trained in the methods employed to collect data, and/or discussed with your supervisor? Have you been informed, given guidance, had issues outlined in relation to research ethics and consideration in relation to your project? Jade Barltrop Fashion Communication & Promotion Negotiated Stage 2FASH3001: Project Negotiated Project Stage 1 201213 FASH30002 Half Year 1 Matt Gill Tim Rundle 4 5 months months Universal Works

School of Art & Design

ba

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the Universitys regulations on assessment contained in its handbook. signed .................................................................................................................... 19/05/2013 date .......................................................................................................................

fcp3

Declaration Form 2012/13 Module: Negotiated Project Stage 2 Module Leader: Matt Gill Ref. no: FASH30002

[ yes W [ i W n Section C: Methodology/Practice/Procedures i d n Does your proposed study involve procedures which are likely to cause physical, psychological, social or emotional distress to yes o participants or yourself? d w Does your proposed study involve the use of hazardous materials, other than those currently covered by the School Health yes o
and Safety procedures? Section D: Ethical checklist Does your project involve observing/questioning/the use of people in any way? Yes Please complete the remainder of the form [ No Go straight to Compliance with ethical principles and Declaration W your study involve vulnerable participants as described in the Student Ethical Toolkit? Does Does i your study involve observation and/or recording of identifiable participants without their knowledge? Will n participants give informed consent freely and be fully informed of the study and of the use of any data collected? Will participants be informed of their right to withdraw from the study? d all information on participants be treated as confidential and not identifiable unless agreed otherwise in advance Will and o subject to legal requirements? Will any recordings of participants be securely kept and not released for use by third parties? w Will storage data comply with the Data Protection Act 1998?

yes

no no

No

yes yes yes yes yes yes yes

w T i T t i l t no e l no ] e

no no ] M no no c i no

i M r c

IfTyou have selected an answer shaded in grey, you must submit a full application to the Subject REC or modify the project. A fullo submission r raised to the Subject PREC comprises of: this form, a project proposal, an additional statement of up to 500 words outlining the ethical issues ] M i s by the project and the proposed approach to deal with these. o Compliance with Ethical Principles c l f i to If you have completed the checklist to the best of your knowledge without selecting an answer shaded in grey, the research is o deemed r e t conform with the ethical checkpoints and you do not need to seek formal approval from the Subject PREC. c f Please sign the declaration below, and lodge the completed checklist with your supervisor. o ]

[ W no [ i W n i d n o d w o n/a w n/a T n/a i n/a T n/a t i l t n/a e n/a l ] e i M

o s

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r t s W o Declaration M o I have read the Ethical Guidelines and Framework for Research and Practice Undertaken by Students. I confirm that the above named i s W i investigation complies with published codes of conduct, ethical principles and guidelines of professional bodies associated with the research f n o i discipline. c t d f n Jade Barltrop r Name of student: Signature of student . o t d o W w Signature of supervisor/module leader ..... Date .. o s i s W w o reviewed October 2011, final copy 14.10.11 Form n i s f d n t o d [ w o M

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13.3 EMAIL CONVERSATION: DAVID HOLDEN

On 19 Mar 2013, at 00:31, Natasha Arnold wrote: Hi David I hope you have been well since we last spoke. I'm still working on the Universal Works brief from the end of last year, I am now in the implementation stage and looking to create a short video. The concept for the video is loosely based around the active lifestyle of a Universal Works consumer, and what it means to be active. The video will look to film one person's story and I feel you would be perfect for the this. I love that you cycle to work, run and take an active interest outside of fashion. We're not looking to shoot anything product driven, but convey diverse interests to promote UW's brand values (it will almost be an extension of the journal on the website). If you would be interested in taking part please let me know. I will be working on this concept with two other girls, Jade and Sophie. We can work around you, wherever/whenever at a time which works best for you. Thanks in advance, all the best. Natasha On 20 Mar 2013, at 11:21, David Holden wrote: Hi Natasha, Regards David

On 4 Apr 2013, at 12:10, Natasha Arnold wrote: Hi David, I hope you had a nice Easter break! All the best, Natasha Just wondering if you have a date in mind for us to film? If you like we could Skype to settle on a date, discuss location etc. On 7 Apr 2013, at 13:27, David Holden wrote: Hi Natasha, Sorry completely forgot about this! Let me know. Best Dave

Saturday 13th April or Friday 19th April is good for me.

I'm happy to help. Let me know the time scale you have for this and i'll see if i can find an afternoon to help out. On 20 Mar 2013, at 17:07, Natasha Arnold wrote: Great,

On 7 Apr 2013, at 15:20, David Natasha Arnold wrote: Friday 19th April would be great. Are you ok to come East? The studio address is: 11 Atlas Mews Ramsgate St Hackney E8 2NE Thanks, Natasha

Our deadline is in May. We're looking to film any day from 6th April onwards, depending on your availability and the weather's ok. All the best, Natasha

We'd love to get your bike in the film. Would you be able to bring it with you? On 7 April 2013, at 12:52, Natasha Arnold wrote: Thanks Dave Sunday would be perfect, what time's best? N

Where are you based? We can shoot near to you if it makes it more convenient, alternatively we have a location in mind East. On 20 Mar 2013, at 17:49, David Holden wrote: Hi Natasha, Regards David

Ok. leave it with me, I think that some point on the second week in April will be good for me.

On 7 April 2013, at 13:07, David Holden wrote: I think 11 o'clock will be fine. Dave

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13.4 INTERVIEW QUESTION: WHAT DOES ACTIVE MEAN TO YOU?

On 15 May 2013, at 11:59, Natasha Arnold wrote: Hi Dave

WHAT DOES ACTIVE MEAN TO YOU? Active lifestyle? - sport, socialising and motivated Fred Fit, healthy, proactive Jamie Exercising alot, being out in the fresh air James Id say it meansmovement Keiran Id say keeping fit George

I hope you are well We've had the film developed and made an edit. It looks great, I'd love to show you. Also if it's possible I'd really appreciate it if I could borrow you to re-record the sound. All the best, N On 15 May 2013, at 12:13, David Holden wrote: Hi Natasha,

I'm glad that the film looks good i would love to see it.

Feel free to pop into the store any time for a sound bite. Let me know Dave x

Having a busy lifestyle, with plenty of exercise Alex

I'm in the shop Thursday Friday and Sunday this week. Maybe Sunday if that is ok as it tends to be quite quiet.

Active is the opposite of what I want to be at all times on a Sunday Tom Holliday Doing sport or exercise a few times a week Tom Grant Active means to me: doing things outside the everyday requirements to live, such as exercise. Rhys A persons ability to move frequently without an repercussions Taz Active means to constantly be on the go, whether its physically or mentally or simply being in pursuit of something. Active to me means being lively and alive in your everyday activities and thoughts Jonah Outdoor lifestyle Sam Never still Guy Alive Tyler

The potential for movement Joe

Active? As in the opposite to sedentary therefore movement that expels energy or can be seen as productive active Adam Being active to me means being a yes kind of person. Always chasing new opportunities and putting myself forward for things. Ben
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13.5 INTERVIEW QUESTION: IF YOU AND YOUR FRIENDS WERE TO PARTAKE IN AN ACTIVE EVENT WHAT WOULD IT BE?

13.6 EMAIL CONVERSATION: LAUREN GARNER

If you and your friends were to partake in an active event what would you like it to be? Uni Gym- cricket, staff netball, 5-a side (take a ball down with you, dont need loads of equipment) YMCA- rock climbing, running club Topman- 5-a side football, bowling Footasylum- bowling, gym Element- skateboarding Size- cycling Formula 1 Gym- running club The Gym- football, mountain treck/ walking

On 16 May 2013, at 11:46, Jade Barltrop wrote:

Hello Lauren,

For my groups outcome we have come up with an idea that would hypothetically include filming each member of Universal Works on their 'journey' to promote the brands narrative. We have already filmed David Holden as our outcome but for the body of our report we need to name the people that would later be filmed. I was just wondering if you would be able to give me the full names of the people that work for Universal? Thanks, Jade Barltrop

I am a final year student at Nottingham Trent and I'm sure you are aware that we are doing a live project with Universal Works.

UW staff: David Keytes David Holden Stephanie Porritt Allison Porritt Jamie Myers Sue Truswell Lauren Garner Debs

Fred Perry- cycling, running American Apparel- football Non stop sport- skateboarding, basketball Running- 12 Cycling-8 Football-10

Public- asked another 30 people off the streets:

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13.7 SWOT

STRENGTHS
-The films will make the journal more visually engaging -The films promote the brands values and staff lifestyle -Offers more than a shopping experience -Offers a way to engage with the brand increasing consumer loyalty -Meet new people through each event

WEAKNESSES
-Glimpse is limited to people living locally -UW staff will need to spend thier time organisisng and sourcing people to help film -UW does not currently have a strong consumer following as it is a new brand which may affect Glimpse

OPPORTUNITIES
-Consumer trust and support in the brand will grow -New consumers can learn about the brands values -The film will get more consumers returning to the website and journal if improved

THREAT
-Similar brands may have a stronger following -Consumers may be alienated if they do not live locally to where Glimpse is taking place -Competitiors have more recognition for certain events, e.g. Nike run dem crew

Barltrop, J., 2013.

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13.8 BEHIND THE SCENES FILMING

Barltrop, 2013.

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13.9 CRITICAL PATH

WORK TO BE CARRIED OUT

DATE AprApr 11th Mar 18th Mar 25th Mar-7 8th 15th Apr 22nd Apr 29th Apr 6th May 13th May 20th May

Research film inspiration Create a storyboard for the film Email David Holden Question people: What is it to be active? Research locations to shoot film Design report structure Come up with the big idea Take photos for film set Research visuals for visual pack Question people: what active event would you partake in? Film in London on the 19th Edit film Designate visuals out Go over report structure Edit film Write up report Design visual pack Put report on to in design Take visual pack to print shop Prepare/ organise work for exhibition Collect visual pack from print shop Hand in

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13.10 TEAM BLOG

13.11 PINTEREST (COLLECTION OF IMAGE RESEARCH)

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U N IVERSAL WORKS