INP by Tahmima Begum

Preparing And Reflecting

400934691 — 2021-03-23 14:46:48 UTC

Concept Ideas

400934691 — 2021-04-06 12:42:21 UTC

Brand Ideas

400934691 — 2021-04-06 13:17:13 UTC

Brands Research

400934691 — 2021-04-06 13:18:45 UTC

Cold Laundry Research

400934691 — 2021-04-06 13:21:16 UTC

Concept

400934691 — 2021-04-06 13:26:14 UTC

I am going to create an app mock-up for cold laundry as this is something they don't have, I will be looking at their website and social media to look at their layout and messaging to make sure I keep all of the platforms consistent

I am going to create a AW21 collection from their website and create a planogram, store fixture and adjacencies plan

Peer Feedback On Proposal

400934691 — 2021-04-20 08:49:02 UTC

I think the concept is good, the idea of creating an app mock up is good as that is something they are missing, so it is a good opportunity for you to design something new for them.

I think creating a new store opening is a good idea, as they only have one store, so this will work well with your overall aim of promoting the small business.

400934691 — 2021-04-20 15:09:15 UTC

Step Into Cold Laundry's Carefree Playground | Highsnobiety

Cold Laundry Launches its SS20 Collection 'Redemption' - but what does it mean to the brand? — nclgallery

Cold Laundry: ‘We fell in love with the Asian take on minimalist design’ (wallpaper.com)

Cold Laundry and Sustainable, Beautiful Basics — SCENE (scenenyc.co)

Step Into Cold Laundry's Carefree Playground | Highsnobiety

Primary Research

400934691 — 2021-04-21 08:57:40 UTC

surveys, questionnaires:
do you shop sustainably?
do you look into the background of a brand before shopping from them?
when shopping are you aware of the brands morals and values?

400934691 — 2021-04-21 10:29:11 UTC

20-35 years old
male and female as the brand is unisex
people with higher disposable incomes

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Questionnaire Answers: Sustainability And Ethics

400934691 — 2021-04-25 12:42:51 UTC

female 26:
1. sometimes
2. sometimes

female: 23:
1. sometimes
2. no

female 21:
1. sometimes
2. no

male 23:
1. sometimes
2. no

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This is similar to how cold laundry display their products on the rails

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400934691 — 2021-04-25 13:04:02 UTC

The Real Cost Of Building An App | Dreamr | UK App Developers

Research

400934691 — 2021-04-25 13:06:38 UTC

around 80% of mobile apps take over 3 months to develop and 40% take over 6 months
generally the cost of making a simple app can be anywhere between £10000-£40000

400934691 — 2021-04-27 08:40:49 UTC

cold laundry USP is their unisex ethical clothing, they aspire to be a conscious fashion house to abolish unethical manufacturing practises

Factors Affecting The Industry

400934691 — 2021-04-27 08:46:47 UTC

spending more time at home
outdoor lifestyles
health and wellness continuing
pandemic and climate crisis
store technology
developing and sourcing more sustainable engineered materials

How The Pandemic Has Impacted Brands

400934691 — 2021-04-27 08:50:06 UTC

negative:

the pandemic has impacted retail, as stores have been shut and customers and brands have had to adapt by shopping online
brands have had to improve their websites and mobile apps to allow customers to shop, so they can still make sales during the pandemic

cold laundry does not have a mobile app, this has impacted them as they will not have been able to make sales this way, customers have only been able to shop online through their website

positive:
rents are cheaper after covid, so it wont cost as much to launch a new store, this would be good for cold laundry as they currently only have one store by expanding, they are going to increase their reach and brand awareness

Sustainability

400934691 — 2021-04-27 08:54:32 UTC

brands are more aware of sustainability and are trying to adapt and use more sustainable materials in their collections for example:
H&M: conscious collection
ASOS: responsible edit
Zara: join life
Boohoo: for the future

Strengths

400934691 — 2021-04-27 09:04:25 UTC

internal, positive attributes of your company
what business aspects are successful? location, sustainability, instore and online VM
what are the strengths of your product and service? usps
what competitive advantages do you have over your competition?

Weaknesses

400934691 — 2021-04-27 09:07:30 UTC

negative factors that detract from your strengths, things you might need to improve on to be competitive
are there things that your business needs to be competitive?
what business processes need improvement?
are there gaps in your VM and store offering?

Opportunities

400934691 — 2021-04-27 09:09:38 UTC

external factors in your business environment that are likely to contribute to your success
is your market growing and are there trends that will encourage people to buy more into what you are selling?
are there upcoming events that your company may be able to take advantage of to grow business?
are there upcoming changes to regulations that might impact your company positively?

Threats

400934691 — 2021-04-27 09:12:42 UTC

external factors that you have no control over, you may want to consider putting in place contingency plans before they occur
do you have potential competitors who may enter your market?
will suppliers be able to supply the idea at the right costs?
could future developments in technology change how the business runs?
is consumer behaviour changing in a way that could negatively impact your business?
are there market trends that could become a threat?

Politics Research

400934691 — 2021-04-27 10:18:05 UTC

Small fashion brands battle the costs of Brexit | Vogue Business

impact of Brexit on small businesses:
delayed shipments, extra courier costs 'there are delays at the boarder' Louis Kurlander

E-commerce return rates have spiked 95% over the last 6 years and customers have been asked to pay unexpected costs to return items
cold laundry, Alabi: 'We’ve seen an increase in returns and it’s frustrating if you couple that with the pandemic and how much more effort it is to ship products'

extra costs for goods to be sold via e-commerce to Europe from the UK will be 20-25% higher, cold laundry have been extra vigilant on spending on manufacturing, packaging and even design to offset extra costs

Economic Research

400934691 — 2021-04-27 10:38:35 UTC

due to the pandemic and the unemployment rates, customers now have less disposable income
customers are less inclined to spend more

time spent indoors has caused us to spend more on home entertainment and groceries, this means brands would have been making less sales during this time

Social Research

400934691 — 2021-04-27 10:39:15 UTC

due to the pandemic, there is less demand for clothes, as people are at home and are mostly wearing loungewear

Lockdown athleisure orders rise by +84% since start of pandemic, True Fit data shows – Retail Times

rise in leisure wear:
M&S announced it would expand its activewear range to Kids and Men as demand for athleisure rose during the pandemic
online sales of its activewear grew 200%
M&S reported that 52% of its customers now wear athleisure items more often as everyday clothing when compared to last year

Cold laundry could use the rise in leisurewear to their advantage as customers are mainly wanting to shop lounge wear for comfort due to covid, this is would help the brands awareness

Technological Research

400934691 — 2021-04-27 10:39:36 UTC

cold laundry could make better use of technology, by creating a mobile app for their brand this would increase their reach and awareness
by not having a mobile app, they are at a disadvantage with their competitors such as Zara and H&M

Legal Research

400934691 — 2021-04-27 10:39:49 UTC

cold laundry have a privacy policy area on their website, explaining sharing and collecting personal information, device information and order information, this gives the customers all the information they need on cold laundry privacy policy, if they have any questions there is contact information in this area

Environmental Research

400934691 — 2021-04-27 10:40:02 UTC

cold laundry do not show any measurements of its energy and water usage and waste across its supply chain however, they use organic materials for their collections

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the layout of the store is minimalistic and simple, this goes with their message of 'escaping the noise'

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Ethical Research

400934691 — 2021-04-27 11:23:11 UTC

cold laundry want to break the negative stigma attached to fast fashion by consciously making decisions to say no to unfair trade practices, making their manufacturing process as clean and earth friendly as possible

Dover Street Market

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cold laundry market consists of both men and women, as it is a unisex brand
aged between 20-35 with a higher disposable income

Customer Profile Research

400934691 — 2021-04-28 08:32:39 UTC

demographic: gender, income, age, ethnicity, education, occupation, life stage

psychographic and behavioural:
psychographic: their personality, preferences
behaviour: their likes, dislikes, sports, hobbies

geographic: locate customers, find places the brands customers are attracted to, where they hang out, what areas they live in, where you can reach them

social graphic: understand their purchasing process, review the needs and benefits that make customers purchase goods from your selected retailer, where do they begin their research, what the benefits are to finding a solution

Consumer Profile Example

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Customer Profile Board Research

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describe customers in written profiles, create specific persona for each identifiable customer group and name them, include images of ideal clients, individuals who fit the profile

areas to include:
what they look like, what they wear
what their occupation is, their salary
their lifestyle choices
where they go on holiday
how and where they socialise
their taste in music, what magazines they read
how they shop, online or in stores
their life stage
their attitude to fashion and sustainability

Market Segmentation

400934691 — 2021-04-28 08:53:43 UTC

demographic variables: gender, age, generation, ethnicity, life stage, occupation, education, income

geographical variables: region, urban, suburban, rural, residential location, housing type, size of city or town, climate

psychographic and behavioural variables: lifestyle, social aspirations, self image, purchasing motivations and behaviour, interests and hobbies, perceptions, attitudes, opinions

usages and benefit variables:
benefits sought from products, usages rates, volume of purchases, pricing sensitivity, brand loyalty, end us of products

400934691 — 2021-04-28 10:15:19 UTC

Consumer attitudes and behaviors in the UK - GlobalData Intelligence Center - Retail

cold laundry - Fashion Feed - WGSN Fashion

Generations Research

400934691 — 2021-04-28 10:31:08 UTC

zennials: millennials and gen z:
millennials: digital first, resilient, experience driven, self aware, adaptable
gen z: digital native, self taught, realistic, resourceful

Demographic Segmentation

400934691 — 2021-04-28 11:02:13 UTC

cold laundry main consumers are men and women aged between 20-35

they are a unisex brand, their items are minimal, neutral pieces that appeal to both genders

after researching cold laundry prices, the consumers would have a higher disposable income in order to shop from this brand

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Cold Laundry Social Media Customer Profile Research

400934691 — 2021-04-28 11:29:11 UTC

from researching their social media, I have found that cold laundry consumers are from a mixture of backgrounds, one thing they have in common is that they have a similar style, they like to shop the trends and keep up with them

Psychographic Segmentation

400934691 — 2021-04-28 13:10:53 UTC

the consumer would be independent and have their own income, they may be in education and employment and they are fashion conscious and like to look put together and use social media as inspiration on trends and outfits

after researching the brand, it is clear that the cold laundry customer would be interested in street style and comfort, they would be interested in art, streetwear magazines, such as dazed whose target audience is in line with cold laundry's

400934691 — 2021-05-04 08:11:05 UTC

how we use brand names:
use of logo throughout store, presented on packaging and tags, signage at store entrance and windows

brand image:
important for retailers to define their image and inform the customer of their product ranges and usps
visual merchandisers need to understand how to align brand image of store through display and merchandising principles

brand dna:
defines brands personality and creates a clear identity
character: practical, honest, fun, edgy
emotion: trust, confidence, reliability, strength
mission: what brand wants to do, delivering fashion at affordable prices
vision: where brand wants to grow, to be 90% sustainable by 2030
uniqueness: what makes them standout from competitors, design, service, technology

holistic approach:
increased awareness, customer engagement, consistent messaging, inspire loyalty and trust, establish relationships, channel preference, increased revenue

bricks and mortar:
signage, logo placement, colour, materials, music, lighting, scent, promotion of website, promotion of social media, experience, personality

online:
add logo, use imagery, use brand colours, add design element that relates to bricks, consistent typography, tone of voice, videos, social media and bricks to promote the website

emails:
another way to reinforce brand image and send targeted marketing to customers, use tone of voice, use brand images, colour and style, make content relevant, ensure layout is efficient

social media and m-commerce:
87% of gen z and millennials make purchases through mobile sites

400934691 — 2021-05-05 10:29:33 UTC

Social Media Forecast 2021 - WGSN Insight

400934691 — 2021-05-05 10:44:02 UTC

cold laundry customers like to spend their weekends shopping with friends or partners as they work all week and enjoy spending money on good quality clothing

customers are either in a relationship or single, independent, and career focused but still enjoy spending time with friends by going shopping or eating at restaurants

Social Media

400934691 — 2021-05-05 13:16:17 UTC

social media has scaled to new heights during the pandemic, with more than 4 billion people using social networks each month

the average person now spends 2.5 hours on social media daily

Website Landing Page

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The landing page is minimal, with some images and no text, the brand name is along the top, with their message 'escape the noise' this ties in well with their simple theme

400934691 — 2021-05-05 13:46:15 UTC

as a result of cold laundry being a unisex brand, they do not have the typical men and women's section on their website, instead they only have one area called laundry, which includes their main collection

they have another area for their archive laundry, which customers can still shop from

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Main Collection

400934691 — 2021-05-05 13:59:56 UTC

to see the price of the products, you need to hover over the image, this may be a little confusing for some customers, as they may not know to do that however, not having the prices showing on the page goes well with their minimalistic theme and keeps the page looking clean and tidy

Archive Collection

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Brands Positives

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unisex brand
aspires to be an ethical and conscious brand to abolish unethical manufacturing practices

Brands Negatives

400934691 — 2021-05-09 12:28:43 UTC

Cold Laundry Review | Are they really ethical!?! - YouTube

their sizes are only S, M, L this is would not helpful for customers as sizes vary from different brands and not all customers are going to fit under S, M, L there are many other things to consider such as tall, petite, plus size and it is not clear if this sizing is for men or women

Cold Laundry : FashionReps (reddit.com)

customer service: there are negative reviews left by customers due to waiting sometimes months for their orders to be fulfilled, some have been promised returns and then been ignored

400934691 — 2021-05-09 12:32:19 UTC

Cold Laundry Review | Are they really ethical!?! - YouTube

Cold Laundry Competitors

400934691 — 2021-05-09 12:34:29 UTC

Home | MariaGulina (maria-gulina.com)

Maria Gulina: gender fluid collection, intended to make a statement whilst keeping it simple and effective

they sell similar products to cold laundry such a neutral loungewear, at similar prices

NAMED collective | Independent ethical fashion label | Shop Online (thenamedcollective.com)

the named collective: independent fashion label in East London, their garments are ethically made to last using high quality fabrics

ethical: they ensure that their employees are paid a fair wage, able to work acceptable hours in a safe working environment and are of minimum age requirement to be working

they prioritise human rights, animal rights, by making sure all their fabrics and products are 100% animal cruelty free

all named collective orders are packaged in eco friendly 100% compostable and biodegradable packaging, their garment bags are made out of compostable corn-starch rather than plastic and can be discarded with green waste to decompose naturally

named collective have all of this information about sustainability and ethical manufacturing on their website to inform customers and show them that they are making a conscious effort to be more environmentally friendly, this is something that cold laundry are missing as although they aspire to be ethical, there is no information on their website to show if they are actually being sustainable and how they are doing this

400934691 — 2021-05-09 13:03:46 UTC

Cold Laundry - Sustainability Facts, Rating, Goals | Panaprium

400934691 — 2021-05-09 13:40:53 UTC

Campaign Photography

400934691 — 2021-05-09 14:00:16 UTC

Cold Laundry Launches its SS20 Collection 'Redemption' - but what does it mean to the brand? — nclgallery

one of the things cold laundry is known for is their campaign photography, this is something that sets them apart from other brands as they research for hours and travel to different locations to see what works best

Ethical And Sustainability

400934691 — 2021-05-09 14:05:32 UTC

Cold Laundry - Sustainability Facts, Rating, Goals | Panaprium

cold laundry produces some of its clothes in Portugal but does not provide any information on how it chooses its network of suppliers, it doesn't have any code of conduct for its partners

cold laundry doesn't show any proof of fair and safe work conditions, ethical and sustainable manufacturing, including living wages, work hours, healthcare and food services

cold laundry does not sell any clothing made from animal derived materials but it does not state that the brand is 100% vegan either

400934691 — 2021-05-11 08:48:32 UTC

Zara: this layout is minimalistic and simple which is something Zara have always done, it is known for its white walls and floors and simple fixtures to make the products stand out

this links to cold laundry as the us of white washing in Zara is a way of 'escaping the noise' which is cold laundry's main message

Instore VM Examples

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back to basics: according to WGSN, there has been a natural increase in minimalistic style

preferences for minimalism might not only be reflected on merchandise but on the overall brand imagery customers look for, this is an opportunity for retailers to rethink and adapt their product assortment to quiet luxury

400934691 — 2021-05-11 13:35:26 UTC

Zara SS21 window display, minimal use of props, simple formation of mannequins
background is simple colours that match the outfits which ties the window together

400934691 — 2021-05-11 13:51:03 UTC

400934691 — 2021-05-18 10:29:46 UTC

I have kept the same colour scheme as the website so that the platforms look consistent, I have taken the same font for the logo and used the 'escape the noise' message as this is important to them as a brand overall, the look it minimalistic and simple to go with that message

Mobile App Design Development

400934691 — 2021-05-18 10:30:07 UTC

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I have used the same image from the websites landing page on the mobile app, as I think this keeps it relevant to the current time period and keeps both platforms consistent, it allows the customers to look at something familiar from the website

400934691 — 2021-05-18 10:47:42 UTC

This is how the app looks so far

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PESTELE Feedback

400934691 — 2021-05-19 08:11:24 UTC

Investigate the rise in leisurewear sales over lockdown and how this trend may benefit Cold Laundry's reach, awareness, and exposure for a new shop location
Expand on your points around BLM and the unisex range, but I have some questions, whether the brand is as diverse and inclusive as they portray. Do they use a diverse range of models? Are they targeting a diverse customer base?
Data protection points could go both under legal, but also technology depending on the relevance
Customer service is like the above point, can both go under legal, but also technology especially if you have reviews that make speak to their website or online customer service.

SWOT Feedback

400934691 — 2021-05-19 08:12:12 UTC

I have reviewed your updated swot and pestle. I think your swot is well thought out, I think you could think about adjusting the layout to be in line with your pestle it may help keep your points clear as well as maintaining a consistent image.

400934691 — 2021-05-19 09:25:19 UTC

This is the final app, I changed the writing to white as it ties in with the rest of the look and goes with the brands overall image

Questionnaire Answers: Geographic segmentation

400934691 — 2021-05-23 11:11:10 UTC

do you live in a town, city, countryside or village?

female 26:
town

female: 23:
city

female 21:
town

male 23:
city

male 20:
town

400934691 — 2021-05-23 14:23:26 UTC

male mannequin: £215
Abstract male mannequin No. 900-M3 - 900 Series line (moremannequins.co.uk)

female mannequin: £174
Economy White Female Faceless Mannequins - Hands at Side (morplan.com)

400934691 — 2021-05-23 14:51:50 UTC

They have included more helpful links along the bottom to improve the customers shopping experience, they have newsletter along the bottom, encouraging customers to join which is going to increase customer loyalty and give their brand more exposure

400934691 — 2021-05-23 14:51:56 UTC

They have provided their address and opening times which is helpful for customers, they have included directions to for customers making it easier for them

400934691 — 2021-05-23 14:52:00 UTC

They have included a link to their Instagram, this is an improvement as they do not currently have a mobile app therefore by providing their Instagram, it is promoting their brand across all platforms which is going to increase sales and expand their reach

Cold Laundry Website Update

400934691 — 2021-05-23 14:52:14 UTC

Cold laundry have updated their website completely, this may be an issue as I have already made my app mock up on photoshop however I am going to keep it how it is and use their previous website as research

Mobile App sketches

400934691 — 2021-05-25 09:20:26 UTC

Digital Window Sketches

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Digital Window Design Development

400934691 — 2021-05-25 09:21:38 UTC

400934691 — 2021-05-25 09:23:58 UTC

I have used the same colour scheme from my other digital work like the mobile app, to keep everything looking consistent

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400934691 — 2021-05-26 08:04:35 UTC

This links to cold laundry, as they want to abolish unethical manufacturing practices

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Minimalistic furniture to convey their message of 'escape the noise' The store is spaced out a lot of white space, to create a calm atmosphere

400934691 — 2021-05-26 08:13:40 UTC

Minimal décor on tables and all of the furniture is neutral coloured, which makes is a calm environment to shop, this goes well with their message of 'escape the noise'

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Clothes are catergorised into colours, this makes it look more pleasing to the eye and allows customers to find the whole outfit in one place, as the products are already grouped together

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shelves included minimal decor, all neutral and some accessories

400934691 — 2021-05-26 08:15:27 UTC

Cold Laundry Shopping Bag

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Product Adjacencies Plan

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Floor Fixtures Plan

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Final Product Adjacencies Plan

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Final Fixtures Plan

400934691 — 2021-05-26 11:07:30 UTC

400934691 — 2021-05-26 13:34:56 UTC

Soho is known for its lively vibes and has been at the centre of London's LGBT + community for decades with gay and lesbian bars around old Compton street, this shows that it is a diverse area, which means cold laundry will fit well there as they are known for being a diverse brand

Soho is one of the city's prime shopping destinations

Soho is one of the city's most expensive areas, due to the lack of available properties prices are between £4-6 million however due to covid prices have decreased and rents are cheaper, meaning cold laundry could take advantage and purchase property for their new store launch

opening a store in Soho would mean the brand would grow their reach and increase their brand awareness, due to Soho being an expensive area, cold laundry would fit well there as their products are aimed at those with a higher disposable income

Reflective Blog

400934691 — 2021-05-26 15:30:09 UTC

Reflective Blog (padlet.com)

Authentication Form

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400934691 — 2021-05-26 15:49:42 UTC

Chitrakorn, K., 2021. Small fashion brands battle the costs of Brexit. [online] Vogue Business. Available at: [Accessed 26 May 2021].

Dreamr. 2021. The Real Cost Of Building An App | Dreamr | UK App Developers. [online] Available at: [Accessed 26 May 2021].

Highsnobiety. 2021. Highsnobiety | Online lifestyle news site covering sneakers, streetwear, street art and more.. [online] Available at: [Accessed 19 May 2021].

Journal, I., 2021. Factors Affecting Consumer Switching Behavior: Mobile Phone Market in Manchester- United Kingdom. [online] Academia.edu. Available at: [Accessed 26 May 2021].

Magazine, W., 2021. Cold Laundry: ‘We fell in love with the Asian take on minimalist design’. [online] Wallpaper*. Available at: [Accessed 26 May 2021].

nclgallery. 2021. Cold Laundry Launches its SS20 Collection 'Redemption' - but what does it mean to the brand? — nclgallery. [online] Available at: [Accessed 26 May 2021].

Panaprium. 2021. Ethical & Sustainable Fashion | Panaprium. [online] Available at: [Accessed 26 May 2021].

Reddit.com. 2021. [online] Available at: [Accessed 26 May 2021].

SCENE. 2021. SCENE. [online] Available at: [Accessed 26 May 2021].

Youtube.com. 2021. Before you continue to YouTube. [online] Available at: [Accessed 26 May 2021].

Costing Sheet

400934691 — 2021-05-26 16:38:14 UTC

Cold Laundry Project Plan

400934691 — 2021-05-26 16:46:58 UTC

Final Digital Window

400934691 — 2021-05-26 16:49:52 UTC

Geographic Segmentation

400934691 — 2021-05-26 16:52:55 UTC

Interview With Cold Laundry Employee: Joyce

400934691 — 2021-05-26 16:54:16 UTC

" This is a black owned business, working here is like working with a family, relaxed place to work"

"The uniform is just cold laundry clothing, comfortable, unisex so gender does not matter, easy to wear"

"The layout of the store is minimal, goes with the brands message of escape the noise"

This interview helped with my research as it explained in further detail what it is like working in a cold laundry store and within the cold laundry family

I got more research on the store layout and why it is minimalistic and simple