-        branding solution for the old stock is to look for designers who are creative enough to reinvent the older stock into attractive designs that will win the market.

-        The “best designs” are able to attract and win the perception of the target customers in the market. 

-       Branding has an effect on the consumer mind set. Consumers are more likely to feel attached to a garment when it has a story behind it.

-       shoppers who don't have adequate information about items are bound to be impacted by the brand when settling on their buying decisions. By choosing to purchase a result of a notable brand, they essentially mean to limit the danger of disappointment. 

-       customers who know about a specific brand ordinarily believe in it, emerging from the conviction that great items are sold under a given brand name. 

-        the connection between purchaser recognition and fulfilment, highlights the quality factor as an unequivocal property considered in evaluating fulfilment with a marked clothing item.

Luxury Brands & Retail

YEAR OF INVESTMENT

2013

HEADQUARTERS

UK 

•Twitter/Instagram/Pinterest/YouTube

•Twitter – communication + promotion 

•Instagram – promotion + visual representation + interaction

•Pinterest – visual promotion

•YouTube – interactive promotion and showcase runways 

•Social Media influencers – promotion

•Liberty's mobile app that allows making personalised designs 

•SEO

•Internet Search/Keywords

•PR Campaigns 

•Celebrity Endorsement (barter contract)
- Conscious women who make sustainable choices (i.e. Gwyneth Paltrow, Emma Watson)
- Eccentric Artists who are not afraid to test innovative styles (i.e. Ezra Miller)

•TV Advertisements

•In-movie ads 

1.     What is your age?

18 – 20

21 – 30

31 – 40 

50 – 60

60 – 65

65 + 

 

2.     Your gender?

Women

Male

n/a

 

3.     Where are you from and currently living?

 

………………………………………………………….

 

4.     Are you aware of the retailer Liberty?

 

…………………………………………………………….

 

5.     Which department stores do you shop from?

 

Harrods

Selfridges

Liberty

John Lewis

Harvey Nichols

Browns

Fenwick

Debenhams

Other: ……………………………………………………

 

 

6.     How has your shopping behaviour changed during this pandemic?

 

…………………………………………………………….

 

 

7.     How do you dispose of your unwanted clothes?

 

…………………………………………………………….

 

8.     Do you shop through social media platforms?

 

…………………………………………………………….

 

 

9.     Whilst shopping is sustainability a key matter?

…………………………………………………………….

 

 

10.  Have you ever used these luxury vintage store/website?

- Vestiaire Collective
- Hurr Collective
- Depop
- Pandora, Dress Agency

…………………………………………………………….

 

 

11.    Are you open to luxury vintage items?

 

…………………………………………………………….

 

12.   A new campaign for Liberty called ‘Redesign and Evolve more’ campaign, where never before worn clothes has been redesigned by a handful of upcoming designers interest you?

 

…………………………………………………………….

I found that the age group from 40 + were not familiar with vintage shopping, however a handful had started to buy vintage luxury handbags. And a high percentage are interested in shopping substantially, they are just not sure where to shop. Surprisingly to me I discovered that the The majority of 21-30 years are all using vintage website and sustainable shopping. However this age only a few of them where shopping at Liberty and some were not familiar with the retailer at all.  where as the 40 + majority were shopping at Liberty.

My results showed that then most popular department store where Harrods & Selfridges.

I I discovered that the rise of people over lockdown have picked up sewing, making their own clothes perfect with Liberty which holds a whole department of fabrics which you can access on online. Further more I found that the ages 40+ are started to shop online which before they avoided. 

Majority of people gave their old clothes to close friends and family and high percentage threw them out. The younger answer all tend to uses Depop or seek other ways to sell their clothes online. I found a number of people shop through social media, their fore I will make sure my campaign is accessible on social media. 

in conclusion I found that is still a big market for sustainable & vintage fashion, with older customer that Who wants to get involved and starting to care as the younger generation do. However are less interested in worn items  before. Proving the idea of un worn & un sold stock will work successfully.