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Found on WGSN and amended the colours in photoshop. I magnified the print, added blue tones and highlighted the pinks to make it a little more edgy as seen on the towel.

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The edited print featured on the towel.

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How will you ensure you are compliant to GDPR laws when data

collecting for SMS / MMS use?

I will ensure that I am compliant with GDPR by offering an option to accept text messages at checkout and a pop-up on the website offering exclusive competitions for text-only entrants incase they do not purchase.

• What time will you send marketing messages?
Lunch time

• How will you best utilize SMS/MMS into your marketing mix?

First attempt:
SURF’S UP WITH BILLBONG! TO WIN A PAIR OF BOARDSHORTS JUST IN TIME FOR SUMMER HEAD TO OUR MOBILESITE VIA THIS LINK. YOUR ENTRY WILL PROVIDE YOU WITH A DISCOUNT CODE OF 10% OFF

SURF'S UP WITH BILLABONG! ENTER PROMO CODE CLEAN20 TO RECEIVE 15% OFF YOUR PURCHASE - (ADD LINK)

Youtube - video
QR code for use on mobile site and would be sent via text for mobile site. - more engaging.

Need 3 hashtags #seastainablecollection
#cleanthewave
#

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My Target Audience for the sustainability aspect

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Deep Green Sea collection?
Deep Clean Sea collection?

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Main influencer: John-John Florence with 4.3% engagement rate. Well known in the surfing community. Recently ended his brand representation with Hurley (2019).

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Other affiliates/ambassadors that will be involved but not the face of the collection.

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Ideas of pieces for the collection

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Advantages

Can be glued or stitched

Stretchy

Abrasion resistant

Inexpensive

Weather resistant

Water resistant

UV ray resistant

Disadvantages

Not eco-friendly

Not ‘breathable’

Can be very hot to wear

Can only be hand washed

Cannot be broken down and recycled for othern uses

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According to Oberlo (2019) Facebook remains the market leader with over 2.32 billion active monthly users.

90.4% of millennials use social media on a daily basis, meaning it is an effective way to reach millennial audiences to share information. Millennials are also the generation with the most access to smartphones. (oberlo, 2019)

According to Lyfemarketing (2019) 80% of total time spent on social media sties occurs on mobile platforms, implying that it would be beneficial to ensure your website and social media strategy is suitable for mobile sites.

77% of millennials report making a purchase either online or in-store after seeing a product on Facebook. (lyfemarketing, 2019)

90% of active Instagram users are younger than 35 years old. If you want to target millennials (lyfemarketing 2019)

The importance of free shipping tends to increase with age according to Forbes. Only 83% of millennials think free shipping is important in comparison to 90% of baby boomers.

“Free delivery and competitive pricing are table stakes for retailers, but almost half of millennials rank same-day delivery as important when shopping online. We think this underscores that younger consumers are less likely to view e-commerce as a commodity-focused, price-driven counterpart to store-based retail. It points to a channel-agnostic attitude from digital natives: They expect similar immediacy from the online channel as they get from buying in stores.”

Millennials are more likely than the average consumer to research purchases online before buying in-store this includes electronics, beauty products, food and apparel.

65% of millennials do not have a credit card at all due to fear of debt. (herosmyth)

72% of millennials search for a discount before purchasing online.

75% of millennials consider it important that brands give back to society instead of just making profits.

60% of millennials claim they’re often or always loyal to brands they currently purchase from. Especially if treated well via a customer-centric experience. This includes loyalty schemes and custom discounts. (herosmyth)

30% of millennials claim to shop second hand at least once a year and another 21% will continue to shop secondhand into the future. - use this for repurposing materials.

https://www.lyfemarketing.com/blog/social-media-marketing-statistics/. (KAYLA - AUGUST 19, 2019) accessed 18 march 2020

https://www.oberlo.com/blog/social-media-marketing-statistics  (Maryam Mohsin November 07, 2019) accessed 13 February 2020.

https://www.forbes.com/sites/forbesinsights/2019/07/09/what-millennials-want-when-they-shop-online/ Gary Drenik July 9, 2019. Accessed 18 march 2020

https://www.herosmyth.com/article/millennial-consumer-how-they-shop-why-they-buy accessed 18 march 2020

https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-end-and-generation-z-begins/ Michael Dimock January 17, 2019. Accessed 13 February 2020.

https://www.pewsocialtrends.org/essay/millennial-life-how-young-adulthood-today-compares-with-prior-generations/ Kristen Bialik and Richard Fry February 14 2019 Accessed  13 February 2020.

Article: Travis J. Smith, Tommy Nichols, (2015) “Understanding the Millennial Generation”, Journal of Business Diversity Vol. 15(1) 2015, pp 39 - 47

Article: Angela Hall, Neil Towers, (2017) "Understanding how Millennial shoppers decide what to buy: Digitally connected unseen journeys", International Journal of Retail & Distribution Management, Vol. 45 Issue: 5, pp.498-517

Tuten, T.L. and Solomon, M.R. (2013), Social Media Marketing, Pearson Education Inc., NJ.

Moe, W. and Trusov, M. (2011), “The value of social dynamics in online product ratings forums”,

Journal of Marketing Research, Vol. XLVIII, June, pp. 444-456.

Brown, J. ,  Apostolova, V.,  Barton, C., Bolton, P., Dempsey, N., Harari, D., Hawkins, O., McGuinness, O., Powell, A. (2017) ‘Millennials’ House of Commons Report.

https://www.theguardian.com/money/2019/apr/20/the-boomerang-generation-still-living-with-their-parents Jo Thornhill April 20, 2019. Accessed 13 February 2020.

https://www.forbes.com/sites/andrewarnold/2017/12/22/4-ways-social-media-influences-millennials-purchasing-decisions/#50249327539f Andrew Arnold December, 22 2017. Accessed 13 February 2020.

https://www.business2community.com/infographics/how-millennial-online-shopping-is-changing-the-retail-industry-infographic-02169724 Stacey Rudolph, February 12, 2019. Accessed 13 February 2020.

https://www.lexingtonlaw.com/blog/credit-cards/millennial-spending-habits.html January 24, 2020. Accessed March 2020.

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Production – They use both synthetic and natural fibres made from pre-consumer and post-consumer waste. (post-consumer waste refers to materials rescued from landfill - includes anything put in a recycling bin and designated textile bins)

Pre-consumer waste refers to
waste material from products prior to them being sold on to consumers. Fabric scraps or yarn waste from weaving mills and spinning factories. The recycled
yarn is sometimes mixed with other materials, like polyester, to ensure there is no loss in performance.

Recycling -  If you own a Patagonia product that’s well beyond repair, the customer can return it to them so they can recycle it into something new or repurpose what yet cannot be recycled. The customer can drop it off at their nearest Patagonia store or mail it in to them. Since 2005, they’ve recycled over 82 tons of clothing for recycling. They also re-sell used Patagonia clothing at their Portland retail store through an innovative trade-in program.

Some items are non-repairable so they continue to offer easy ways to recycle

Using Patagonia’s $20 Million
& Change investment fund, they’re supporting new economies that revolve around extending the life of stuff we already own. For example, their partners at Yerdle make it easy to give away things you don’t need, and get something useful in return.

They have produced a series of
blog posts on how to repair products - and save their products for recycling.

The biggest step we can all take
to reduce our impact is to do more with what we have. Laundering, ironing and drying can shorten the life of your clothes as much as wearing them does, so we
offer tips for cleaning and care to extend the life of your clothing.

Patagonia employs 45 full-time
repair technicians at their service centre in Reno, Nevada. It’s the largest repair facility in North America—completing about 40,000 repairs per year. They have also collaborated with repair experts at iFixit to create care and repair
guides for their customers.

Microfibre pollution -
Microfibers are created from, the synthetic apparel shedding. It is being found in our oceans and is difficult to filter. With each wash, plastic fibres from synthetic garments are making their way from washing machines into rivers and oceans. The tiny fibres are extremely small and almost invisible.

Unfortunately, sewage treatment plants currently cannot effectively filter out all these microfibers. Patagonia sell a wash bag that allows garments to be
washed with the fibres being caught inside rather than flowing into the waste.

RAW MATERIALS – They still use cotton within their products however in 1996 switched to Organic Cotton which does not have the same environmental impact as chemically enhanced cotton – enriched with pesticides. To ensure that the cotton is organic, suppliers are required to provide certificates issued by USDA’s National Organic Program. Certificates are issued to farms that follow organic practices, to factories that process organic cotton separately from conventionally grown cotton, and for shipments of organic cotton between different companies in the supply chain.

HEMP – Low environmental impact and does not require pesticides. They make garments with 100% hemp or blend it with other fibers like recycled polyester, organic cotton and spandex making the garments more versatile and comfortable.

Yulex TM – Patagonia began to make wetsuits in 2005. They wanted to create a durable and high-performing suit in a less harmful way. Yulex is a brand that makes rubber from the liquid latex found in Hevea trees. It is more environmentally friendly due to it being produced in trees instead of factories and using solar power instead of electricity. Hevea used to be considered harmful to the environment due to causing deforestation, however it is now being grown on Forest Stewardship Council certified plantations in Guatemala meaning the amount of it being produced and trees cut, is being managed.

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Results have not yet been counted.

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Left is current - right is proposed (the proposed one could change depending on A/B testing results)

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Left is current - right is proposed

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Left is current - right is proposed

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Research on creating my persona:
75% of millennials consider it important that brands give back to society instead of just making profits. (Herosmyth, 2018) - https://www.herosmyth.com/article/millennial-consumer-how-they-shop-why-they-buy accessed 18 march 2020

40% of "millennials" - those born between 1980 and 1996 - were living in rented housing by the age of 30. (bbc)

https://www.bbc.co.uk/news/business-43788537 April 17, 2018. Kamal Ahmed.

90.4% of millennials use social media on a daily basis, meaning it is an effective way to reach millennial audiences to share information. Millennials are also the generation with the most access to smartphones.  (oberlo, 2019) https://www.oberlo.com/blog/social-media-marketing-statistics  (Maryam Mohsin November 07, 2019) accessed 13 February 2020.

Motion pictures and video: 47% of workers are millennials (business insider 2019)

https://www.businessinsider.com/industries-with-largest-shares-of-millennial-workers-2019-6?r=US&IR=T June 6, 2019. Andy Kiersz.

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Need to add links for interview, possible video and the products.

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O'Neill

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O'Neill

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https://www.theplayerstribune.com/en-us/articles/john-john-florence-surfing-world-surf-league