In terms of marketing, the following criteras must be effectively executed throughout my work:

• Research

• Analysis

• Communication

(Week 5 | due 21st Feb)

Students will present two brands of choice, research conducted, the new CSR stratergy idea and reels idea.

2 Reels and 400 words (+/- 10%) report:

(Week 12/14 | due 14th Mar / Extra time 28th March)

Produce a minium of two reels, one for each brand, being 30-60 seconds. Supported by a 400 words report.

These deliverables (report and reels) must align with the brands’ unique personalities and effectively communicate a new CSR strategy either addressing Sustainability or Inclusivity,linking it to one or more of the 17 Sustainable Development Goals by the United Nations.

To do this, I will need to achieve a mark between 85-100%

Founded: "1947" (Forbes, 2025).

Founder: "Erling Persson" (Forbes, 2025).

Headquarters: "Stockholm, Sweden" (Forbes, 2025).

Chief Executive Officer: "Daniel Ervér" (Forbes, 2025).

Employees: "150,000" (Forbes, 2025).

Brands that are apart of H&M group: "COS, Monki, Weekday, & Other Stories, Cheap Monday, H&M Home, and ARKET" (Forbes, 2025).

Products: "Hennes & Mauritz AB engages in the sale of clothing, accessories, footwear, cosmetics, and home textiles. The company products include accessories, underwear, cosmetics, sportswear, and other apparels for men, women, and kids" (Forbes, 2025).

Founded: "1970" (Forbes, 2024.

Founder: "Richard A. Hayne and Scott A. Belair" (Forbes, 2024).

Headquarters: "Philadelphia, Pennsylvania, United States" (Forbes, 2024).

Chief Executive Officer: "Dick Hayne" (Forbes, 2024).

Employees: "26,000" (Forbes, 2024).

Brands that are apart of the URBN group: "The Retail segment consists of Urban Outfitters, Anthropologie, Free People, Terrain, Leifsdottir and BHLDN brands" (Forbes, 2024).

Products: "Merchandise is sold directly through stores, catalogs, call centers and web sites" (Forbes, 2024).

Some examples include LVMH, Richemont, Inditex and H&M Group.

Haute Couture and Couture

High-end

Middle market

Mass Market

Value market

• Observation: Comp-shop

• Survey/Interview/Focus Group

• Guest speaker/Masterclass notes

Secondary research resources

• Global Data

• WGSN

• Similarweb

• Statista

• Statistica

• BoF

• Vogue/ Vogue Business

• McKinsey

• Mintel Report

• BOOKS

They work to "balance social, economic and environmental sustainability". Furthermore, they are "designed to end poverty, hunger, AIDS, and discrimination against women and girls" (UNDP, 2024).

These 17 sustainable development goals are:

1. No poverty (Eradicating poverty in all forms)

2. Zero hunger (End all forms of malnutrition and hunger)

3. Good health and well-being (Supporting those with HIV and diseases. To increase life expectancy and prioritise the mental and physical health of people)

4. Quality education (All boys and girls can attend free primary and secondary school)

5. Gender Equality (End all discrimination against Women and girls)

6. Clean water and sanitation (Safe and affordable drinking water)

7. Affordable and clean energy (Investment in solar, thermal and wind power being cheap and stopping the reliance on fossil fuels)

8. Decent work and economic growth (Eradicate forced labour, human trafficking and slavery, promoting economic growth)

9. Industry, innovation and infrastructure (Promote growth of new industries and information and communication technologies)

10. Reduced inequalities (Creating policies to empower lower-income earners, and promote economic inclusion of all regardless of sex, race or ethnicity)

11. Sustainable cities and communities (Creating career and business opportunities, safe and affordable housing, and building resilient societies and economies)

12. Responsible consumption and production (Efficient management of natural resources and the disposal of toxic waste and pollutants. Encouraging industries, businesses and consumers to recycle and reduce waste)

13. Climate action (Countries to adapt to climate change and invest in low-carbon development)

14. Life below water (Manage and protect marine coastal ecosystems from pollution and the impacts of ocean acidification)

15. Life on land (Reduce the loss of natural habitats biodiversity and support global food and water security)

16. Peace, justice and strong institutions (Significantly reduce all forms of violence and work with governments and communities to end conflict and insecurity)

17. Partnerships for the goals (To enhance North-South and South-South cooperation by supporting national plans to achieve all the targets)

(UNDP, 2024).

All of these goals are aimed to be achieved by 2030, however many are off track and possibly will not be fulfilled by the near time scale.

Examples of brands failing to maintain their CSR are Budlight and Hulu. Budlight has faced scrutiny on social media after featuring a transgender influencer in their content. "The campaign didn't sit right with many conservatives, who boycotted the brand" (Hoots, 2024). The brands "revenue fell more than 10% in the U.S., and its stock fell nearly 20%. This caused a chain reaction leading to two executivestaking a leave of absence" (Hoots, 2024). Nearly half a year since the incident, the brand has not recovered financially and socially.

Another example is Hulu, which last year received bad publicity "for refusing to air Democratic campaign ads that dealt with climate change, abortion and gun control" (Hoots, 2024). This sparked backlash online, with many users trying to boycott the brand and "cancel subscriptions due to the brand's alleged political bias and censorship. And the boycott resulted in a change of corporate policy, with Disney deciding to allow political adson Hulu going forward" (Hoots, 2024).

How can brands ensure they have incorporated Corporate Social Responsibility effectively?

• "Social responsibility should be woven into your mission, vision and core values", being a way of sending messages to consumers/clients (Hoots, 2024).

• For the most significant impact, businesses will need to be "regularly review these goals and adjust by gaining buy-in from the public, stakeholders and employees" (Hoots, 2024).

• Businesses will need to decide what is most significant for the company and build the goals accordingly. It will need to be a long-term assignment, where challenges may be faced" (Hoots, 2024).

• Showing transparency is important, and businesses will need to "come up with a way to measure your significance and performance with true metrics that show which way the needle is moving" (Hoots, 2024).

Data can be analysed from the following criteria's:

• Product category or market

• Market level

• Product type

• Location of market

London

Milan

New York

Paris

These cities are seen as having a huge influence on international fashion. This includes fashion trends, events, products and being the home country to some of the most iconic brands. Fashion capitals that don't have a high of an influence but still hold value are Berlin, Tokyo and Stockholm.

With sustainability being a popular topic, brands are having to develop sustainable infrastructures into there business. The best option for brands is to aim for a circular supply chain.

• Environmental Sustainability (e.g. sustainable practices, being non-harmful to the environment)

• Direct Philanthropic Giving (e.g. donations of money, time and resources to charities or organisations)

• Ethical Business Practices (e.g. fair labour practices for businesses' employees)

• Economic Responsibility (e.g. well informed decisions concerning overall effects on society and businesses)

(McNeal, 2022).

• Rhode, which have are cruelty-free, have a zero-waste sheme and have reduced there environmental impact by 70%.

• Tesla, promoting sustainable transportation by selling electric cars.

• Pangaia produces sustainable products and uses innovative fabrics.

• Sustainability (e.g. fabric composition, packaging and in-store messaging)

• Inclusivity (e.g. size ranges, representation in marketing and employees)

• Customer experience (e.g. customer service, store layout and technology integration)

• Visual merchandising (e.g. window displays, focal points, seasonal storytelling, lighting and colour scheme)

• Pricing and value proposition (e.g. price points and percieved value)

• Competitor comparison (e.g. differentiations to other stores and market positioning)

Price rating 2/4 (Good On You, 2024)

UO’s current CSR strategy shows environmental responsibility, reducing its impact on the planet through recycled and recyclable packaging (GoodOnYou, 2024). Economically, UO supports sustainable brands and eco-friendly suppliers through funding and partnerships (GoodOnYou, 2024).

• Fashion affects the world's rivers, soil and CO2 output. It also increases pesticide contamination, disease and death.

• The key event, the 2013 Savar building collapse, was mentioned. This incident resulted in over a thousand workers being killed from the commercial building, toppling over in Bangladesh.

• It highlights how 95% of America’s fashion was made in America. In 2010, only 3% was produced in the United States.

• Most of America’s clothing is made in China, Bangladesh, India and Cambodia.

• Most leading brands have manufacturers that minimise costs and maximise products. This happens when brands make their multiple manufacturers compete against each other. Companies can threaten to stop working with countries if they don’t meet their financial expectations, putting jobs, money and workers' welfare at risk.

• In Dkaka, Bangladeshi workers have been beaten by their employers, and police have shot Cambodian workers.

• It is thought that social media has increased consumer assumptions in teenagers by pressuring them to have their own identity publicly.

What has been the main shift in how we buy our clothes over the last 20 years?

They are made in developing countries, paying workers less than the minimum. Years ago, they would be made in the country and sold with better quality materials. Clothing production has increased pollution and the world's CO2 output, harming the planet.

What is the effect of fast fashion on how we buy clothes seasonally?

It persuades people to buy more, making customers buy items they don’t need. Over time, they will end up in the landfill.

How do you think ethical sourcing could be managed?

Brands could consider having their factories that produce/grow sustainable materials. Investing in sustainable sourcing companies would also be a good start.

What quantity of clothing are we buying today compared to two decades ago?

New-ish materials are being used rather than high-quality materials because they are cheaper. Clothes do not last as long as they used to 20 years ago.

What do you think about how we buy and consume clothing/products today?

It is wasteful and has damaging effects on the environment. Even some sustainable ways of purchasing clothes, like secondhand online security shops, are because of the clothes' transposition.

Where does the responsibility lie for what happened at Rana Plaza?

It is the manufacturer's fault. They should care more for their manufacturing workers and the conditions in which they work. If they paid more, no one would have died.

How will what you have seen today influence where and how you shop?

It will make me think before shopping with fast fashion brands. I hope to look at the secondhand market for my desired item.

What part of the film you watched today has impacted you most, and what part do you think you can play in resolving some of the issues you learned about today?

The Rana Plaza incident.

What do you think the retailers could do to change things?

• Increase worker's and manufacturers' wages

• Have six monthly safety checks on factories and warehouses

• Install safe spaces and maybe even CCTV in these places to limit the abuse of workers

• Have the brand's HR visit factories

• Consider more local manufacturers

• Transportation with electric vehicles

The store entrance features modern architecture and windows, matching the city's scenery and the other stores surrounding the area. It has brandmarks on each glass frame, with illuminated red logos, which is eye-catching, and not many other stores along Regent Street had this quality.

Key points:

• A digital poster is illuminated with bright colours that may catch the people walking by the shop's attention.

• The text on the glass highlights that they have new stock, which is affordable at a starting price of £12.99.

• Next to the mannequin are two plastic stands displaying a bag and a purse.

• The display is professional and neat.

Similarly to H&M, Urban Outfitters has a illuminated brandmarks rather than a traditional logo. The store was a 4 miniute walk from H&M.

-Low-impact wash

-Contains recycled cotton/materials

-Cotton sourced sustainably with the company Better Cotton

Key points:

• The most used area on the platform is 'Companies', which is useful for students when researching a brand.

• Not all brands information are on the database, especially if it isn't well-known or is a private company, therefore it is best to choose a public company to find the most data.

• Countries can be analysed to access market growth and industry achievements.

• The database conducts surveys which may be useful to find out consumer prefrences, trends and successful categories that will do well in a certain market.

• It was highlighted that if there was a lack of finical data for our chosen brands, we could use BOF, Drapers and Proquest, which we have access through the Falmouth portal.

This masterclass was insightful. I learnt how to use Global data, which has been a database that I faced challenges using while studying Level 3. I was shown how to find information on brands, countries, markets and consumer reports; which I can use in my report.

About: Sustainability expert

Date: 3rd February 2025

Sustainability

• "Sustainability is difficult to establish, and needs global attention" (Lipton, 2025).

• "All materials are made from nature" (Lipton, 2025).

• The monthly global mean temperature of 1851 to 2020 has increased significantly, this is because of humans.

• An example of the impact global warming has had on people are the California fires which have destroyed many peoples homes.

• "Many people want to bury there head in the sand" when it comes to the bad impact humans have had on the planet (Lipton, 2025).

• "A large portion of garments are not sold, they end up in the landfill, the enviorment or burnt" (Lipton, 2025).

• "Polyester doesn't biodegrade" (Lipton, 2025).

• Sarah Hangold creates clothes from Banana trees and leaves, it takes years to develop the natural.

• "Shein has been around for 10 years, its now larger than Zara and Inditex combined" (Lipton, 2025).

• Sustainability isn't just about the environment, but also the workers that make our clothes, many of which don't make a liveable wage.

• "Singapore is going to run out of landfill space by 2035" (Lipton, 2025).

Her career

Gillain went to Middlesex Univsrity and studied a business degree. She was never sure what she wanted to do as a career, but she always had the aspiration to 'give back'. In a library, she came across 'Go London' , where she began to have an intrest in sustainability. She later worked in marketing, which she enjoyed and began working for charities. She worked for a charity in London for 5 years where she learnt about CSR (Corporate Social Responsibility) and wanted to pursue it further. Brands she has worked for include: Monsoon, Accesorize, Arcadia Group Limited, With Heart Consulting, Kering and Alexander McQueen. She now is working with With Heart Consulting, Paper Earth and Eco Stitch Club. Lipton throughly enjoyed her time at Arcadia & McQueen. At Topshop, she worked closely with designers when producing vegan leather footwear.

Q&A

Where do you see the future of fashion in terms of sustainability?

"By 2035, the world will be very different, this will be due to legislation brands will have had to commit to, the fibre to fibre recycling and new innovations" (Lipton, 2025).

How can brands contribute to sustainability?

"Designers need to think about the products end life" (Lipton, 2025).

"Monitoring the disposal of products" (Lipton, 2025).

What is the most effective way for brands to educate consumers on sustainability?

• Consumers take in information differently.

• Therefore there needs to be a variation of different methods to communicate effectively.

• An introduction to the chosen brands

• The brands Current CSR strategies

• Primary research I plan to conduct

• New CSR strategy for each brand

• Reels concept

It will be submitted as a PDF, on Sunday 16th February, and will then be presented in a group of 6 people on Monday morning. This presentation will allow me to recieve feedback from peers and our lecturer.

These elements don't only affect there brand image and sales, but also the workplace. It is curcial that workers have rights and are treated fairly, despite their gender, background and race.

Occupation: Digital Technician

Notes:

• Reels are important because they are high achieveing, accessible and tell a story.

• Apps to use: Canva, Instagram, CapCut, Inshot and Adobe Express.

• Editing apps: Runway and Synthesis

• Aspect ratio: 9:16 vertical format

• File format: 1080 x 1920 px

• Length: 30-60 seconds

Steps to create our reel:

1. Outline the message and visual style

2. Gather suitable content

3. Editing and enhancements using a video editing platform

4. Adding audio and effects

We chose New Balance and filmed our own content in the academy hallways.

In the end, we found that we should have used more content from online, instead of just ours. It was a learning curve for all of us, but we all enjoyed it.

Feedback:

Good-

• Concept idea

• Brand research

• Chosen UNs

Improve-

• Consider producing a survey

• Find out if consumers will be intrested in a recycling programme instore

• Through my reels, I need to connect with consumers to indice them to care and like the brand

• Consider creating my own content

Date: Monday 24th Feburary 2025

Refrencing structure:

Harvard for Falmouth

Book referencing:

AUTHOR SURNAME, forename. Year of publication. Title. Edition. Place of publication: Publisher.

Website referencing:

AUTHOR SURNAME, forename, Year of publication. 'Title of webpage'. Title of website (online]. Available at: URL [accessed date].

Moodboards:

Each image on a picture board needs a figure number and to be placed correctly in a the image bibliography.

Image bibliography:

Other than a collage of images, pictures need a figure number and caption. They need to follow this structure when being underneath an image in my work:

Fig 1: Photographers surname. year published. website. [online]

Refrencing videos:

(Author surname, year)

Needs a seperate bibliography to image bibliography in alphabetical order.

Apps to use:

Zotero, Citethisforme, My Bib

Appendices:

Interview transcripts

Questionaires

Documents writteen by others

Statistics

Offical forms

AI transcripts

Need to be organised an Appendix A, Appendix B etc.

The 9 blocks of a Business model Canvas:

Customer segments- the most important customers

Value proposition- offer a unique design, experience, price, service or speedy delivery

Channels- transport method, speed, the support after sale and where the product can be bought like in-store or online

Customer relationship- how the interaction is made, personal assistance, self-service, automated, communities, online

Key activities- production, problem solving, platform, what needs to be done everyday (photoshoots, maintaining store displays etc.)

Revenue streams- asset sales, usuage fee, subscription fees, lease/rental, licensing, brokerage fees and advertsing fees

Key resources- physical (equipement & locations), intellectual, workers

Key patnerships- strategic allicances, coopetition, joint ventures, suppliers, all entities that are coperated with

Cost structure- what the money is paying for, rent, human resources, fabrics, campaign spending, photoshoots, spending changes month-to-month

“Weekday, Monki, and Cheap Monday are welcomed to the H&M group’ (HMgroup, 2023).

In 2019, H&M became the first fashion brand to provide information on their products supply chain and materials(HMgroup, 2022).

"Gen Zers are conscious of the overproduction of fashion and its impact on the planet" (Maguire, 2022).

Gen Z’s most used social channels are Instagram and TikTok (Brey, 2025).

"Points and discounts are currently the most important factors in loyalty schemes" (Mintel, 2024).

"A fifth of UK consumers would stop shopping with a retailer if they disagreed with the brand's values" (Mintel, 2024).

"If retailers can update their loyalty schemes to offer rewards for sustainable practices, such as donating unwanted clothes or recycling packaging (something that would interest 80% of UK consumers), they can demonstrate the value of their loyalty scheme and encourage consumers not to switch retailers" (Mintel, 2024).

Finding this research inspired me to evolve the Urban Outfitters recycling programme on their rewards system, as well as encouraged me to ask similar questions in a Survey I conducted.

foresee a slowdown in the industry in 2020" (Imran Amed et al. 2020).

"Physical retail still plays an

important role — 85 percent of

shoppers engage with both online

and offline touchpoints, compared

with 80 percent in 2017" (Imran Amed et al. 2020).

Transitioned from a single brand to three distinct labels, this includes Ecote, Free People and Anthropologie which were very successful, making a $5 million increase in one year (Marrs, 2025).

Focusing on sustainability, with recycled and recyclable packaging, and launching the a BYO bag program which encouraged customers to use their own bags when shopping (Feitelberg, 2021).

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-Layout of assignment

-CSR strategy concepts

-Constructive timeline

Improvements:

1. The reels for my chosen brands need to include more content from other videos, as well as clearly show the link to their new CSR with text and relevant videos.

2. My brands new CSR strategies should be displayed in tables.

3. The SWOT analysis must include the internal, as well as external factors of the brands.