Sustainable Vintage Market at Westfield

FASHION MARKETING
DEVELOPMENT PROJECT
GROUP 18
HIU CHING LEE (LEE13405708)
JAEWOONG KIM (KIM15445326)
YOUNGWOO OH (OH15467872)
BA(HONS) FASHION MARKETING
UNIT LEADER: EDWIN PHIRI
Unit Code: FU001432
Year of Study: 2nd Year Term 3
Word Count : 4392

1 Brand Audit 1
1.1 Brand Audit –LCF 2
1.2 Brand Audit –Westfield 3
2 Business Concept Development 4
2.1 Business Concept Brief 5
2.2 Branding – Brnd Identity 6
3 Brand Concept Analysis 7
3.1 SWOT Analysis for BOLD Market 9
3.2 Macro Analysis – PESTEL 10
4. Westfield Competitor Analysis 12
5. Retail Market Analysis 13
5.1 Vintage Market Analysis 15
6. Consumer Research of Westfield 17
6.1 New Target consumer for BOLD Market 18
6.2 Segmentation Variables 19
6.3 Consumer Analysis – Pen Portrait 1 20
6.4 Consumer Analysis – Pen Portrait 2 21
7. Marketing Plan 22
7.1 Product 23
7.1.2 Product Lifecycle (PLC) 24
7.2 Price (Price Architecture) 25
7.3 Place 26
7.4 Promotion 27
7.4.1 Advertising on London Underground 28
7.4.2 Promotion – Digital Marketing 29
7.4.3 Public Relations – Social Media Influencers 29
7.4.4 Multi-Channel Digital Media 30
7.5 Technology
7.5.1 VR Technology Experience 31
7.5.2 Beacon Technology 32
7.6 Physical Evidence – Souvenir 33
8 Possible Collaboration with H&M 34
9 Business Concept Internationalisation 35
10 Finance Planning 36
10.1 Finance Planning Risk 37
11 Viable Action – Gantt Chart 38
12 Future Sustainability / Viability 39
13 KPI’s / Monitoring 40
Reference
Appendix
CONTENT

EXECUTIVE SUMMARY
Image 1: Inside Westfield
This report analyses the London College of Fashion and Westfield,
focusing mainly on Westfield Stratford City - the third biggest and leading
shopping centre in the UK. The project looks to utilise a space of 1,800
square feet (at Westfield Stratford City) to create an innovative, creative
and viable commercial business plan that is beneficial for both LCF and
Westfield.
Considering that the fashion industry is the second largest polluter to harm
society, at both a local and global level, this project is focused on helping
to improve the environmental footprint as generated by manufacturing
fashion apparel.
The core concept is to establish the vintage market, named “BOLD”,
which will run at Westfield during a 12 month period from June 2018 to
June 2019. BOLD market is involved in the sustainable Social Corporate
Responsibility that both LCF and Westfield are constantly undertaking. The
primary objective of this project, based on CSR, is to reinforce positive
brand images and raise brand awareness by showing the fact that both
LCF and Westfield are spurring on the bettering of society.
As a method of generating vintage apparel resources, garment donation,
as a means of recycling, will be conducted, and then all collected clothes
will be recreated as fashionable and one-of-kind garments that are unique
in the world utilising the skills of the fashion experts at LCF.
Research illustrates that Millennials’ weight in the related markets has
thrived as they have shown a high level of interest in second-hand clothing
and being environmentally conscious.
Promotional tools such as advertising on the London Underground, multi-
channel social platforms with digital influencers such as Susie Lau, Ella
Grace Denton, Garscon Jon and VR technology will be primarily used to
promote the BOLD market and conduct effective customer engagement
with Millennials.

2
(Image 3: LCF Building)
1.1 BRAND AUDIT - LCF
Sustainability
- LCF plays a key role in teaching and collaborating with
industries for environmentally fashion and arts
(Ual Financial-report, 2016).
- LCF considers increasing recycling systems in order to improve
energy efficiency in the near future (Ual Financial-report, 2016)
- UAL received a gold award for sustainable catering
(Ual Financial-report, 2016).
Key potentiality & strategic priority for the future (2015-2022)
- Makes a positive contribution for the society (Ual Financial-report, 2016).
- Collaboration and communication with academic, cultural and business
partners across the world (Ual Financial-report, 2016).
LCF 4 Pillars
Education / Enterprise / Research / Better Lives
Mission Statement
To shape lives through fashion
LCF mission statement is involved in our brand concept
Core Value & USP
- One of the most well-known fashion school in the world - 7th Rank in the world for
BA and 5th for MA on 2016 (BoF, 2016).
- Europe’s largest University for art and design related university.
- The biggest fashion library and archive in the UK, sewing rooms, 3D Modelling
room, cosmetic science labs and make up studios (Ual, 2017).
- Various specialised majors in fashion field including fashion business courses and
shoes, cosmetic, accessory courses.
LCF Student Audit
Number (LCF) / Sex Racio (UAL)
5815 students on 2016 (Ual Financial-report, 2016).
Female to Male % - 72:28 (Telegraph , 2016).
Diversity
Only 49% of students is from UK in UAL out of 19591 students from more than 130
countries (Ual Financial-report, 2016).
LCF is located only in the UK
High Holborn - Fashion Business
Lime Grove - Media and Communication
Curtain Road - Fashion Design Technology
Mare Street - MA Fashion futures, Pattern cutting, Tailoring and Jewellery
John Prince’s Street - Cosmetic Science lab, Business
Golden Lane - Footwear and Accessories

Westfield is a world leading shopping centre featuring more than 300 top-class
stores that encourage wellbeing community and sustainability. It provides seamless
and memorable experiences in food, fashion, beauty, leisure and entertainment in
a pleasure atmosphere .
Sustainability
- Sustainability is a priority business operation strategy at Westfield. The rationale
of
Westfield is not only reducing the environmental impact on Earth but they also
make
their business costs more efficient (Westfield, 2017).
- Partnership with charity Save the Children since 2012 (Westfield, 2017).
- ‘The Green Academy’ campaign is introducing the importance of recycling to
customers in more fun and interesting way (Westfield report, 2016).
Digital Technology - Evolution of Westfield
Westfield tries to increase connection between brands and shoppers by using
digital technology (WestfieldReport, 2016).
The LED light technology used in Westfield reduces carbon emission
(WestfieldReport, 2016).
The Size of Westfield Business
Capability of 336 stores at Westfield Stratford.
177,030 m2 (third biggest in the UK)
Cover Value
- Westfield tries to contribute to the society and the worlds as part of
their CSR.
- Early adaptor of digital technology – online shopping available, own
app including direct shopping service.
- Free WiFi.
- Convenient Service including personal shopping, children's service
(Kiddy car and pram).
- Smart Parking - gives you faster access to the car park and the
option to add up 6 cars to your account with no need for an Express
Parking tag.
- Tax refund
International Location
UK
- Westfield Stratford City
- Shepherd’s Bush
United States - 33 malls in total
- New York
- Maryland
- Los Angeles
- New Jersey
- Florida
- Washington
New Zealand - 6 malls in total
- Auckland
- Christchurch
Australia - 33 malls in total
- Vitoria
- Austrian Capital Territory
- New South Wales
- Queensland
3
1.2 BRAND AUDIT - WESTFIELD
Image 4: Outside Westfield

4
2
Business Concept
Development

2.1 Business Concept Brief
5
Rationale statement
"Using recreated vintage clothes, that we have collected form donations, LCF, Westfiled and its
audiences spur on the reduction of the environmental footprint".
Concept statement
Clothing donations will be conducted primarily by LCF studnets and, secondarily, will come from H&M
overstock waste. LCF Fashion students will then reform items as fashionable one-of-kind pieces which
will be sold at the Westfield space.
Slogan
“One person’s trash is another person’s vintage “treasure”.
Why it is to be done?
According to Conca (2015) “the apparel industry accounts for 10% of global carbon emissions
and remains the second largest industrial polluter, second only to oil”. As apparel corporates are
aware of the above fact, they have constant efforts on reduce emissions while manufacturing.
Sustainability is the primary consideration when both LCF and Westfield operations.
This project encourages audiences to have a positive contribution to the society. Primarily LCF students
will collect initial donations and then H&M stock and further donators' garments will be reformed,
redesigned, and recreated the collected as one-of-kind piece of fashionable clothes. This unique
reformed clothes, and the process of recreating old to new spurring positive societal changes will
satisfy consumers and ,in turn, this will result in improving the images of both LCF and Westfield.
Image 5: Vinatge Menswear

Name
BOLD Market - Each letter of the name of
this market stands for specific meanings
and identities of LCF and its collaborators’
brands.
The meaning of BOLD is that LCF and
Westfield have a bold idea to make a
better world through education, good
service and CSR.
BOLD stands for
‘B’ - ‘Be Creative’
‘O’ - ‘Original Vintage’
‘L’ - ‘LCF’ and ‘Lifestyle’
‘D’ - ‘Design Diversity’The name of the
market gives a clear message and identity
to the brand. The idea of the brand
concept is resonated in the customer’s
mind in the long term.
Colour
The dominant colour of the brand is
white. White represents purity, protection,
cleanliness and also successful beginnings.
Based on the fact that white is a positive
image, white can also create a good
brand image in the customer’s mind.
Story
1.”Cartoon Tag” – Story telling the concept
and history of clothes will be delivered by
cartoon tag inside the clothes. The 8th frame
of the cartoon is a QR code which is directly
linked to LCF blog on which donators put
articles about the history of clothes.
2. A fashion movie, which loops every 20
minutes, consists of:
The learning experience in LCF / Uni life
How LCF students reform and design clothes
Short Westfield briefing
Short interview of successful alumni from LCF
Vintage life in London
Environmental footprint of the fashion industry
Logo
The layout LCF X Westfield logo is inspired
by an international recycling logo because
the main concept of the market is saving the
world by recycling vintage clothes. The logo
consists of three colours with the dominant
colour ‘White’. Each colour stands for a specific
meaning.
Light blue - Sky
Light red - Ground
Light green - Trees and Forests
This logo can easily deliver the core idea of the
concept of collaboration in the project because
the outline of logo, and the three colours
inside, remind the customer of a nature friendly
concept.
Due to the use of a recycling logo which people
are already familiar with, this logo will be
conspicuous to people.
Sound
There is a DJ at the centre of the event space
in Westfield. The music has to stand for the
core identities of the brand ‘Vintage’.
The DJ will play vintage inspired music such
as vintage electronic music, blues, punk and
so on.
Space
As space image shown in Page 30,31, The
predominant event space colour is white to purify
the common prejudiced image of vintage clothes
being dirty, outdated, worn out and so on.
There are four different events, which are a
workshop, VR activity, cafe and fashion movie,
with one in each corner of the space.
The DJ booth is located at the centre to generate
a sound that spreads efficiently. The DJ booth
is made of recycled boxes, associating it with
modern art. This helps customers enjoy artistic
donation boxes and at the same time as they
donate their clothes.
2.2 Branding
6

ESP
Is your fashion style chic and eco-friendly enough?
Wearing our reformed fashionable clothes will prove your
fashion attitude towards society and iconic fashion styles.
Image 14: Vintage Market
8
Brand Positioning Statement
BOLD Market plays a key role in the local vintage market, (including high street and
luxury products) for the target customers of Gen Z and Millennials, and it serves three
main benefits:
1. Achieving the purpose of sustainability.
2. Reducing environmental issues by generating less fashion waste and less production.
3. Optimizing positive brand images of LCF and Westfield; increasing footfall at
Westfield Stratford.
Our quantitative research, gathered through an online survey conducted on design
students at LCF, showed that participants are interested in being involved in the vintage
market and its preparation processes. In addition to this, over 80% of respondents said
they would visit the market at Westfield and 65% were interested in vintage clothes
(Appendix).
USP
BOLD vintage market brings visitors an original vintage
experience, encourages people to recycle and re-invent
their old clothes and, also, educates on the concept of
sustainable consumption. Consumers experience creativity
and designable diversity through the recreations made
by LCF design students. BOLD serves British local vintage
fashion and provides unique, fun, educational, multi-
sensory experiences to locals and international consumers,
utilising technologies.

Table 1: SWOT Model
9
3.1 SWOT ANALYSIS FOR BOLD MARKET

Table 2: PESTEL Model
10
3.2 MACRO ANALYSIS - PESTEL
Image 15: This image is created by the Author

11
4 Westfield
Competitor
Analysis
Image 16: Westfield Stratford City

Metrocentre
12
4 Westfield Competitor Analysis
The Intu report of 2016 shows
UK’s top ranked shopping
centres. Westfield London is
ranked as the 1st shopping
centre, followed by Bluewater
in Greenhithe and Westfield
Stratford City is right behind
(Appendix).
The primary competitors of
Westfield are seen as Bluewater,
Intu Metrocentre and Intu
Trafford Centre as they provide
similar indoor shopping
experiences, on similar scales,
towards similar audiences.
The competitive position of Westfield, which differentiates Westfield from other competitors is seen as below:
• Early adopter of digital technology within shopping malls
• Indoor casino
• Convenient location from central London; on London Underground’s Jubilee Line and a number of bus
routes.
• Westfield’s mobile app
• Online shopping available
Through the mobile app, Westfield directs its marketing resources directly to its shoppers. Myf Ryan, Westfield
UK General Manager for Marketing, states that more than 50 percent of customers who have used Westfield's
free WiFi, also opt in to receive direct marketing messages. The Westfield marketing team aims to carefully send
only relevant messages to targeted customers (Handley, 2013).
Table 3 : Wesfield Competitors

5
Retail Market
Analysis
13
Image 17: Westfield World Trade Centre

14
Insights /Opportunities
Leisure Destination
“Real-estate experts suggest that the
gross leasable area devoted to food
and beverage outlets in malls could
rise to some 25 percent by 2020 from
10 percent today” (Ram, 2017). In
response to the rise of the preference
of consumers for online shopping,
the key answer for shopping centres
is to provide convenience, with
multiple experiences, for audiences.
TycoRetailSolution (2016) suggests
that shopping malls should create
other values that online malls will
never be able to provide - forms of
leisure facilities including cinemas,
pop-up events, food outlets and other
experiences that gratify consumers.
Digitalisation
Shopping centres have recently been
utilising digital assets to generate
potential consumers, and retain existing
customers, by managing the direct
relationship with customers, which
increases customer loyalty. Retailers
are able to extend their connection
with customers using digital technology
before and after they have visited the
shopping centre (Fantoni. R, Hoefel,
F, and Mazzarolo, M, 2014). Malls
create a deeper connection with their
customers utilising social platforms,
websites and their own applications to
build customer loyalty. They also use
advanced digital capabilities to bring
shopping centres to a higher level,
which improves customer satisfaction
and increases consumer interest.
E-Commerce
Online shopping provides a high level
of convenience and an infinitive range
products that physical shopping centres
will never be able to compete with
(Fantoni. R, Hoefel, F, and Mazzarolo,
M, 2014). Traditional shopping malls
inacceptance of the trend of online malls
has meant they have been suffering from
a decline in their footfall. According
to Ram (2017), the fact that consumers
move into retail online activity strongly
indicates less driving traffic of the
traditional department stores.
Image 18: Vue Image19: Digital Image 20: e-commerce

Image 21: This image is taken by the author
15
5.1 Vintage Market Analysis
Vintage clothing never seems to go out of style. People are seeking to
discover assets hidden in their wardrobes that will turn into profit.
Vintage clothing market
The vintage clothing market does not have to be bound to specific
target customers by age or generation. According to the annual report
of Thredup (2017), more than a quarter of all different generations are
likely to shop in second-hand shops. Particularly, in terms of Millennials
and the Silver generation, more than 30% of these groups prefer to
shop in the vintage clothing market (Thredup ,2017). Due to the trend
of the vintage clothing market that keeps durability of sales, not only
the original vintage markets but also international retailers are opening
vintage clothing lines out of their main collection.
Online vintage
Following the trend of e-commerce, people are not afraid to buy vintage
garments online. International retail brands such as Topshop and Urban
Outfitters have their own vintage lines on their official websites. Also,
online vintage malls, WGACA and Nasty Gal, only provide vintage
clothes online and these sell worldwide. According to Nylon, (2014)
through the selling of selected vintage clothes on the internet, customers
do not need to spend as great an amount of time to find treasures as they
do in vintage flea markets.

6
Consumer
Research of
Westfield
16
Image 22: Westfield Corydon

17
International Consumers
Westfield Stratford City welcomed 47 million shoppers in total in 2016 and more than
100 different nationalities visit the shopping centre each year (Jahshan, 2016).
Westfield’s primary target market is focused on international customers. European tourists
are seen as the biggest sector of international consumers, while visitors from the Middle
East and Asia are estimated at approximately 40 percent at Westfield London, with 25
percent at Westfield Stratford City (Jahshan, 2016).
Demographics
Westfield’s primary social class is regarded as an affluent audience as 64% of visitors are
ABC1 group (ExterionMedia, no date).
Behaviour
1. Average time spent at Westfield is 100 mins
2. One thirds of customers arrive via Tube
3. Fashion Conscious Consumers
Interestingly, the Westfield audience is more fashionable than the average person.
According to ExterionMedia (no date), Westfield customers are 44% more likely to wear
designer clothes and invest 11% more to purchase fashion products every month than
ordinary people.
Researchers from ExterionMedia (no date) reveal that shoppers typically spend 100
minutes or more in both Westfield centres, which is beneficial for marketers or advertisers
to have enough time to attract them. One third of customers travel to Westfield by the
London Underground, which marketers should consider when it comes to advertising.
6 Consumer Research of Westfield
Image 23:Customer Behaviour
Image 24: London Underground
Image 25: Westfield London

18
6.1 New Target Customer for BOLD Market
Millennials play a key role in the dramatic changes in the retail business. Millennials are not only seeking good products and
services but they also want to have a satisfying experience in a shopping place (Ram, 2017). The new target customers set by
the demand for this project are mainly Millennials and Gen X, who are younger than existing Westfield consumers.
The majority of Millennials and younger consumers enjoy having shopping experiences when they shop. According to Ram
(2017) and the researcher of Mckinsey, Millennials primarily spend on sensory experiences and events such as games, media
and other experiences to get satisfaction for themselves and then they share it socially. Being the largest online audience, most
of them consider social media posts and friends' recommendation when they make a purchase. Ram (2017) also states that 70
percent of Millennials say that the posts by friends on social media influence them when it comes to purchases and 83 percent
trust what friends and family recommend them.
Millennials own a number of social media accounts. Among the various social platforms, these include Facebook, Youtube,
Google+, Twitter, Instagram etc. Facebook generates the biggest number of Millennials, and Youtube and Twitter are right
behind (Shown in Figure.).
In order to target, and conduct targeted marketing, via social platforms Facebook, Twitter, and Instagram are seen as the most
efficient social platforms to reach the largest number of Millennials as they prefer these social media platforms to others.
Table 4: BOLD Market's target customer
Figure 1: Social media usage and ownership
Millennials are
2.4 Xmore likely to be motivated by
Eco-conscious factors when shopping
secondhand

19
6.2 Segmentation Variables – Consumer Segmentation
Kotler et al. (2013) suggest that a company needs to segment its market into smaller segments to fit targeted customers with
a specific approach, so as so to serve effective and efficient products and services and to accomplish marketing goals.
Image 26: Westfield London
Table 5: Consumer segmentation

20
6.3 Consumer Analysis - Pen Portrait 1
Image 27: Sebastian

21
6.3 Consumer Analysis - Pen Portrait 2
Image 28: Demy

7 Marketing Plan
22
Image 29: Vintage Market

23
7.1 Product
Product Sample
Appendix 1,2 and the images on the right
side show example of clothes that have
been reformed or will be reformed with
consumers.
Products that BOLD market provides will
be unique and customised products that
consumers themselves create new, or
they will choose the one made by LCF
students.
Image 30: Yellow Jacket Image 31: Oversize T-shirt Image 32: Vintage Blazer
Image 33: Trousers Image 34: Redesign Handbag Image 35: Vintage bag
Image 36: Medel

24
7.1.2 Product Lifecycle (PLC)
Figure 1.2: Prroduct Life Cycle (Author)
As shown in Figure 1.2, five
tactics will be conducted at the
tipping point to increase the
consuming volume so that it is
kept at the growth level.

In terms of price strategy, a
competitive pricing strategy will
be used to fit with the market
needs. The competitive pricing is
set by what its competitors charge
for products (Investopedia,
2010).
The price is set by comparison
with H&M in which Gen X and
Millennials are seen as main
target customer group. However,
the price of our vintage garments
will be set at a comparably
cheaper price than H&M,
considering the traits of second
handed items.
25
7.2 Price (Price Architecture)
Image 37: Male Medel
Figure 2: Price Archhitecture (Author)

26
7.3 Place
1. DJ Booth / Recycling bins
2. Shopping space
3. Workshop space
4. Cafe
5. IPad & VR Space for clothing
6. Movie space
Image 38: This floor plan is created by Hyun Seok

27
7.4 Promotion
• One third of customers arrive via Tube (Page. 17)
Our research reveals that one third of Westfield consumers come to Westfield
Stratford City via the London Underground.
Mainly focused on junction points on the Central Line, advertising, using two posters
of BOLD market, will be placed on the wall screens and panels inside of tube stations.
• Central line to Stratford (Tottenham Court Road, Bank, Liverpool Street) all on the
way to Westfield Stratford City.
Considering the expensive costs of advertising on the Tube, especially at junction
points where people are more likely to be engaged with the posters, Tube ads will
placed for specific limited time periods. In order to amplify the effectiveness of
advertising, every poster will be posted at the same time for a two week period for
two weeks before our event begins.
Image 30, 31 are created by the author
- Poster at London College of Fashion
Putting posters around six sites can
raise the awareness of the BOLD
MarketWe can also let students know
about the clothing donation event is
going to happen soon, encourage
them donate clothes and participate
the clothing reforming workshop.
Image 32 is created by the author
Poster Samples:
Poster Sample A Poster Sample B
7.4.1 Advertising on London Underground

28
7.4.2 Promotion - Digital Marketing
Official website - both Westfield and UAL official websites will be utilised to inform
people about this event and its story in order to encourages all related audiences’
word of mouth communication and to raise the awareness of this event.
Email marketing has the advantages of retaining existing consumers, sales promotion,
getting customer data, leading generations, raising brand awareness, and customer
acquisition (Chaffey and Chadwick, 2012). Outbound email, especially, is commonly
used to promote special offers and the arrival of new brands.
Utilising the existing customer database from LCF and Westfield, our email marketing
plan is to send outbound emails in order to inform customers of our vintage flea
market event. This will result in contacting a number of Millennials as LCF and
Westfield have a number of Millennials contacts.
Figure 3: Mock-up blogpost on Westfield wrbsite (Author) Figure 4: Mock-up app (Author)
Mobile App
Westfield’s existing mobile app provides
the services below:
• Discount coupons
• Movie information
• Events
• Product browse and direct purchase
• Consumer services
The intention of utilising the existing
Westfield app is to put a notice of our
event on the events page to inform
consumers and enable online preview
of our products. 10% discount coupons
will be available in the Westfield digital
coupon booklet.
the offer page in the Westfield app.
Digital Screen
Throughout utilising Westfiled's
digital screen, BOLD market will
be able to raise its event launching
towards Westfield's consumers.
Figure 5: Mock-up digital poster at Westfield (Author)

29
7.4.3 Public Relations - Social Media Influencer
Image 42: Susie Bubble Image 43: Ella Denton Image 44: Jonathan Daniel
Table 6: Influener collaboration
Blog - individual fashion bloggers will be used as a paid media channel. Influencers are such as Ella Grace Denton,
Susie Bubble and Garcon Jon who run individual blogs.
z

Facebook will be used to promote
BOLD market, its story and events in
detail. Visuals such as short video and
images will be posted on Facebook to
visually communicate with audiences.
Existing Westfield, UAL and LCF Facebook accounts
will primarily be used for this promotion but a new
Facebook account for this project, LCF and Westfield
BOLD market, will be created in order to meet
targeted customers, get feedback and generate a
deeper connection with audiences.
30
7.4.4 Multi-Channel Digital Marketing
Promotion through social platforms will be conducted on such social
media Facebook, Twitter, Instagram, and personal blogs. These were
selected based on consumer research about Millennials, who we
consider as the main target consumer group (See. Page 18).
Integrated Marketing Communication
Regarding all social platform marketing activities, IMC will be used to
make one established message to multiple channels.
Instagram will be used to
encourage users to post themselves
while and after they visit our
vintage market. 10% discount
coupons and souvenirs will be given after they
post and hashtag our market on Instagram
using their own account.This will generate user
participation and have further promotional
effects. Our research reveals that Millennials
are more likely to depend on friends and family
recommendations.
Existing Twitter accounts for
Westfield, UAL and LCF will be
utilised to send notifications of our
events. All Twitter accounts will
send notification of our events (countdown) three
times (at 9 am, 1 pm, 5 pm) a day for 2 weeks
before the expected launch date. Hashtags will
also be posted with the countdown.
Hashtags: #Sustainability #VintageMarket #LCF
X Westfield #Fashion #Reform #VintageFashion
#BOLDvintagemarket #BOLDWESTFIELD
Figure 6 : Targeted Social Channels (Author)

31
7.5 Technology
VR Technology Experience
Our primary research of an online survey
conducted amongst 50 people, with 62.5%
aged 20 to 25 and 25% aged 26 to 30
(Millennials), showed that 78.8% of them are
interested in VR experiences in the retail market
(see Appendix). “Technologies such as face
recognition, location-based mobile ads and
beacons are already being successfully applied
in order to identify and establish targeted
contact with repeat customers”(Fantoni. R,
Hoefel, F, and Mazzarolo, M, 2014). Figure 7 : Primary research result of VR appeal
The Process of the VR Experience
1. VR experience will be provided in BOLD
vintage market to create an unforgettable
and innovative shopping experience for
visitors.
2. Customers will experience how VR works by
taking a picture to actualise 3D images that
they can look at themselves by VR glass.
3. Customers will select our products and
various styles that we have programmed.
4. If customers are satisfied or interested, they
ask staff to bring the actual clothes to try out.
Image 45: VR experience Image 46: The view when customer
out on the VR glasses
Image 47: Actual VR experience
7.5.1 VR Technology Experience

32
7.5 Technology - 2
7.5.2 Beacon Technology
Beacon technology is used to connect customers with
the surroundings by providing useful information,
direct to their phones, that will satisfy them and
improve their experience of the location (Lewis,
2016).
With beacon technology, our brand sends targeted
message to particular people if they approach the
entrance of Westfield Stratford City
(e.g. informing them about free souvenirs, 10%
discount coupons, free coffees and VR experiences
that would be interesting to try out).
Benefits sought;
“For consumers, this means a frictionless shopping
experience, with fewer gaps between channels. For
retail marketers, it means reaching the right person
at the right time with the right message, with new
and improved metrics to measure success” (Lewis,
2016).
Image 48: Beacon

33
7.6 Physical Evidence - Souvenirs
Image 49,50 : Paper Bag Image 51.52: Notebook
Image 53: Pen
Souvenirs will be prepared as a gift for all
BOLD vintage market visitors. Reformed clothes
and a reform workshop will be held in Westfield
so that customers get multi-sensory experiences
through BOLD market (see page.18).
Results expected;
• A means of promotion (viral)
• Increasing customer satisfaction
• Branding unique identity by
• using own logo / a shopping bag / a pen /
a note

34
8 Possible Collaboration with H&M at Westfield
H&M has opened the largest UK store at Westfield
Stratford City. “The fashion brand has a strong
history in sustainability and wants to make sure
fashion continues to be enjoyed today and for
generations to come.” (H&M Group, 2017).
H&M also launched a garment collecting initiative
worldwide in 2013 to encourage customers
drop off their unwanted garments. “Garment
collecting is one big step on our journey, inviting
our customers to become part of the solution and
help expand the lifespan of garments.” (H&M
Sustainability Report, 2016). The sustainable vision
of H&M links with the concept and purpose of
BOLD Market.
Image 54: H&M Stratford
Image 55: H&M
Image 55: H&M

35
9 Business Concept Internationalisation
Referring to the Ansoff Matrix model, this collaboration between LCF and Westfield
is possibly internationalised by two methods.
General internationalisation strategy – go global
• Create own social media and hire celebrities or social media influencers to
promote the brand.
• Understand local culture for fluent communication with local customers.
• Use “Made in England” as a label to spread the image of the British vintage
market. Based on Statista (2017), UK is ranked 4th in the Made-In-Country-Index
for brand value.
Countries which already have Westfield: Product Development Strategy
(Australia, USA, New Zealand).
• Promote this concept in every Westfield in the countries which have Westfield, at
the same time
Countries which do not have Westfield: Diversification Strategy
• Consider vintage clothing culture when promoting this concept in other countries
• Hire external agencies to advertise the collaboration concept.
• Focus on promoting the brand to countries which have a greater market share for
the apparel industry such as China and India.
• Target countries that have a high rate of recycling such as Germany and South
Korea (McCarthy, 2016).
• Based on the foreign language support used on the Westfield website, it is clear
that Chinese and Arabic are the main target foreign customers for Westfield
(Westfield, 2017). Therefore, it is logical to promote this concept in China and
Arab countries.
Image 56: Global opportunity

36
10 Finance Planning
Table 7: Finance Planning

37
10.1 Finance Planning Risk
Table 8: Finance Planning Risk

38
11 Viable Action – Gantt Chart
Table 9: Gantt Chart

39
12 Future Sustainability / Viability
1. The whole BOLD market event is largely divided into two parts
according to the period. The first part is a trial business for a month
and the second part is actual business for 12 months. There will be a
two week period of evaluation of the business between the first and
the second event. The plan for the main 12 months event includes the
possibility of changing depending on the evaluation after the first
event. During the main event, another modification will be conducted,
based on feedback from customers, for every month’s performance.
2. Workshops will be held 3 times a day and each workshop will last
two and half hours: 10:00 to 12:30, 14:00 to 16:30 and 17:30 to
20:00. The workshop covers activities of interest to all generations
so that sustainability of this activity can be kept. However, during
the weekends and holidays, the concept of the workshop is more
family oriented depending on the fact that parents usually bring their
children to the shopping mall (Daily Mail, 2014).
Image 60, 61, 62 ara taken by YoungWoo

40
13 KPI’s / Monitoring
Table 10: KPI
Image 59: Westfield Stratford
Image 58: App
Image 57: potential customer

41
REFERENCE / BIBILIOGRAPGHY
Academic Mintel (2017) Sustainability Fashion. Available at: http://academic.mintel.com.arts.idm.oclc.org/trends/#/trend/391
786?application=h:27,m:811857 (Accessed 22 May 2017).
Allen, K. (2017). UK economy slows more than expected as inflation hits spending. Available at: https://www.theguardian.
com/business/2017/may/25/uk-gdp-growth-inflation-ons-prices-brexit (Accessed 26 May 2017).
Amaha, V. (2017) Westfield slows Europe goal, eyes organic growth. Available at: http://de.reuters.com/article/us-property-
summit-westfield-idUKTRE65G2FQ20100617 (Accessed: 14 May 2017).
Bennett, A. (2005) Cultural and Everyday Life, London: Sage.
Ben, S (2016). Westfield prepares for massive international spend during Chinese Golden Week. Available at:
https://www.retailgazette.co.uk/blog/2016/09/westfield-prepares-for-massive-chinese-spend-during-chinese-golden-week
(Accessed: 24 May 2017).
Bloomberg (2016) Inside the booming vintage luxury fashion market. Available at:
https://www.businessoffashion.com/articles/news-analysis/inside-the-booming-vintage-luxury-fashion-market (Accessed: 25
May 2017).
Bourn, J. (2010) Colour meaning. Available at:
http://www.bourncreative.com/meaning-of-the-color-white/ (Accessed: 28 May 2017).
BOF (2016) Global Fashion School Ranking 2016. Available at:
https://www.businessoffashion.com/education/rankings/2016/masters
Chaffey, D. and Chadwick, F. E. (2012) Digital Marketing. 5th edition. Edinburgh: Pearson.
Conca, J. (2015) Forbes Welcome. Available at: https://www.forbes.com/sites/jamesconca/2015/12/03/making-climate-
change-fashionable-the-garment-industry-takes-on-global-warming/#79e4136c79e4 (Accessed 22 May 2017).

42
Conca, J (2015). Making Climate Change Fashionable - The Garment Industry Takes On Global Warming. Available at: https://www.forbes.com/
sites/jamesconca/2015/12/03/making-climate-change-fashionable-the-garment-industry-takes-on-global-warming/#130bc32e79e4 (Accessed:
29 May 2017).
Dailymail (2014) 5.32pm on Sunday night is when you finally get to put your feet up: Parents spend most of the weekend running around after
children and doing chores, study finds. Available at:
http://www.dailymail.co.uk/news/article-2651226/Sunday-night-time-rest-parents-spend-weekend-running-children-doing-chores-study-finds.html
Ellison, H. (2017) Westfield stages showcase platform for UK based creatives. Available at: http://www.eventmagazine.co.uk/westfield-partners-
london-college-fashion/brands/article/1424171 (Accessed 24 May 2017).
Fantoni, R (2014). The future of the shopping mall. Available at: http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/
the-future-of-the-shopping-mall (Accessed: 14 May 2017).
Fashionista (2016) The 25 fashion schools in the world in 2016. Available at: http://fashionista.com/2016/06/best-fashion-colleges-2016
Fuscaldo, D. (2017) Augmented Reality Gets Boost From Facebook, Snap. Available at: http://www.investopedia.com/news/augmented-reality-
gets-boost-facebook-snap/ (Accessed 23 May 2017).
Gov.uk. (2017) Accepting returns and giving refunds: the law. Available at: https://www.gov.uk/accepting-returns-and-giving-refunds (Accessed
23 May 2017).
Handley, L (2013). Engaging audiences with advertising etiquette. Available at:
https://www.marketingweek.com/2013/04/10/engaging-audiences-with-advertising-etiquette/ (Accessed: 18 May 2017).
Hunt, A. (2017) General election: What you need to know - BBC News. Available at: http://www.bbc.co.uk/news/uk-politics-39631768 (Accessed
26 May 2017).
Intu (2016). Winter 2016. Available at: https://www.intugroup.co.uk/media/3457/winter-investor-presentation-final.pdf (Accessed: 16 May 2017).
Jahshan, E (2016). International tourists boosts average spend at London’s Westfield centres. Available at:
https://www.retailgazette.co.uk/blog/2016/08/international-tourists-boosts-average-spend-at-londons-westfield-centres/ (Accessed:
25 May 2017).
Jin, B & Cedrola, E. (2016) Fashion brand internationalization. New York: palgravemacmillan.
marketing-resources/retail-marketing-beacon-technology/ (Accessed: 27 May 2017).

43
Ledger, A. (2017) Disney and Westfield team up to create new shopper experiences. Available at: http://www.eventmagazine.co.uk/disney-
westfield-team-create-new-shopper-experiences/brands/article/1423695 (Accessed 24 May 2017).
Lewis, P (2016). How Beacons Technology Can Reshape Retail Marketing. Available at: https://www.thinkwithgoogle.com/
Liberty (2017) Designer Vintage. Available at:
https://www.libertylondon.com/uk/information/store-services/designer-vintage.html (Accessed: 23 May 2017).
LSN (2017). Global retail market 2017: Part 1. Available at:
https://www-lsnglobal-com.arts.idm.oclc.org/markets/article/20869/global-retail-market-2017-part-1 (12 May 2017).
Luzs, A (2012) Urban Outfitters Buys Yard Sale Clothes And Resells Them To Hipsters As 'Vintage'. Available at:
http://www.businessinsider.com/urban-outfitters-buys-yard-sale-clothes-2012-12?IR=T (Accessed: 25 May 2017).
McCarthy, N. (2016) The countries winning the recycling the race. Available at: https://www.forbes.com/sites/niallmccarthy/2016/03/04/the-
countries-winning-the-recycling-race-infographic/#2999576d2b3d (Accessed: 16 May 2017).
Mintel (2015). Department Store. Available at: http://marketsizes.mintel.com.arts.idm.oclc.org/snapshots/XWE/915/performance/market
Mintel Academic (2016) Consumer Attitude of Buying and Wearing. Available at http://academic.mintel.com.arts.idm.oclc.org/
display/796027/?highlight#hit1 (Accessed 22 May 2017).

44
Office for national statistics (2017). Overview of the UK population. Available at: https://www.ons.gov.uk/peoplepopulationandcommunity/
populationandmigration/populationestimates/articles/overviewoftheukpopulation/mar2017 (29 May 2017).
Ram, S (2017). Meeting millennials where they shop. Available at: http://www.mckinsey.com/industries/capital-projects-and-infrastructure/our-insights/
meeting-millennials-where-they-shop-shaping-the-future-of-shopping-malls (Accessed: 26 May 2017).
Randall, M (2017). Overview of the UK population: March 2017. Available at:
https://www.ons.gov.uk/peoplepopulationandcommunity/populationandmigration/populationestimates/articles/overviewoftheukpopulation/mar2017
Shadbolt, P (2015) How important is it for a company to have a great logo. Available at: http://www.bbc.co.uk/news/business-32495854 (Accessed: 24
May 2017).
Sinclair, H (2017). The UK and Europe’s biggest shopping centres. Available at: https://www.goeuro.co.uk/blog/biggest-shopping-centres/ (Accessed: 16
May 2017).
Smithers, R. (2017) Price rises caused by Brexit a big worry for UK consumers, survey finds. Available at: https://www.theguardian.com/business/2017/
may/19/price-rises-caused-brexit-big-worry-uk-consumers-mintel-survey (Accessed 23 May 2017).
Srinivasalu, G. (2014) 'Using cartoon as an effective tools in teaching learning progress of social science', Scholarly research journal for
interdisciplinary, SRJIS, pp. 1898-1905.
Statista (2015) Distributionof QR code users worldwide as of 3rd quarter 2015, by age group. Available at:
https://www.statista.com/statistics/199328/qr-code-scanners-by-age/ (Accessed: 23 May 2017).
Statista (2015) Made-In-Country-Index. Available at:
https://www.statista.com/page/Made-In-Country-Index
Szokan, N (2016) The fashion industry tries to take responsibility for its pollution. Available at:
https://www.washingtonpost.com/national/health-science/the-fashion-industry-tries-to-take-responsibility-for-its-pollution/2016/06/30/11706fa6-3e15-
11e6-80bc-d06711fd2125_story.html?utm_term=.7f9be9238e5e (Accessed: 18 May 2017).
The Telegraph (2016) University of the Arts London Guide. Available at: http://www.telegraph.co.uk/education/0/university-of-the-arts-london-guide/ (Accessed: 27 May
2017).
Thredup (2016). Annual Resale Report. Available at: https://www.thredup.com/resale/page4
http://www.exterionmedia.com/uk/our-products/retail-advertising (Accessed: 23 May 2017).

45
ThredUp (2017) Annual resale report 2017. Available at:
https://www.thredup.com/resale/page5 (Accessed: 25 May 2017).
Timeout (2017) Brixton vintage kilo sale. Available at:
https://www.timeout.com/london/things-to-do/brixton-vintage-kilo-sale (Accessed: 28 May 2017).
UAL (2016) Report and financial statement. Available at:
http://www.arts.ac.uk/media/arts/about-ual/financial-statements-public/financial-statements/ual/Financial-report-2016_Signed-final.pdf (Accessed: 17 May 2017).
UAL (2017) London College of Fashion Site. Available at: http://www.arts.ac.uk/fashion/about/find-us/ (Accessed: 15 May 2017).
UAL (2017) About. Available at: http://www.arts.ac.uk/fashion/about/
UAL (2017) Facilities. Available at: http://www.arts.ac.uk/fashion/about/facilities/ (Accessed: 15 May 2017).
Westfield (2016) Sustainability report. Available at: https://westfield2016sustainability.onyxinteract.com/report/#pg=15 (Accessed: 20 May 2016).
Westfield (2017) Official website. Available at: https://uk.westfield.com/london (Accessed: 18 May 2017).
Westfield (2017) Westfield London. Available at: http://westfield.completelyretail.co.uk/all-schemes/scheme/Westfield-London-Shepherds-Bush.html (Accessed: 19 May 2017).
WGSN (2017) University of the Arts London Web. Available at: https://www-wgsn-com.arts.idm.oclc.org/content/board_viewer/#/70021/page/2 (Accessed 23 May 2017).

46
Figure Reference
Addit (2017) VETEMENTS installation at Dover Street Market, New York. Available at:
https://twitter.com/addictf__/status/838025253708263424 (Accessed:03/06/2017).
ARCADIS (no date) Westfield Sydney. Available at: https://www.arcadis.com/en/australia/what-we-do/our-projects/australia/westfield-sydney/
(Accessed:03/06/2017).
BUSINESS INSIDER (2015) Frank Lowy’s Westfield Corp is giving its LA flagship centre a gorgeous $1.1 billion facelift. Available at:
https://www.businessinsider.com.au/frank-lowys-westfield-corp-is-giving-its-la-flagship-centre-a-gorgeous-1-1-billion-facelift-2015-8 (Accessed:03/06/2017).
Groupon (no date) Clothes Customization Workshop for One or Two at Midas Touch Crafts. Available at:
https://www.groupon.co.uk/deals/midas-touch-crafts-31 (Accessed:03/06/2017).
Hong Kong Hustle (2016) Nike Shop Opening Featuring Michael Lau. Available at: https://www.hongkonghustle.com/parties/132/nike-shop-opening-featuring-
michael-lau/ (Accessed:03/06/2017).
INDEPENDENT (2015) Couple were ‘days away’ from carrying out 7/7 anniversary suicide bombing in London, court heard. Available at:
http://www.independent.co.uk/news/uk/home-news/couple-were-days-away-from-carrying-out-77-anniversary-suicide-bombing-in-london-court-heard-a6738381.
html (Accessed:03/06/2017).
Logos Download (no date) Westfield. Available at: http://logos-download.com/8126-westfield-logo-download.html (Accessed:03/06/2017).
McCarthy, N. (2016) The Countries Winning The Recycling Race. Available at: https://www.forbes.com/sites/niallmccarthy/2016/03/04/the-countries-winning-the-
recycling-race-infographic/#2999576d2b3d (Accessed:03/06/2017).
MonclerWorld.ch (no date) Cleaning Tips. Available at:
http://www.monclerworld.ch/cleaning%20tips.htm (Accessed:03/06/2017).
Pinterest (2017) Explore London College, College Of and More!. Available at: https://uk.pinterest.com/pin/59954238765076681/ (Accessed:03/06/2017).
Pinterest (no date) Explore Kiosk Design, Bar Design and more!. Available at:
https://uk.pinterest.com/pin/377809856222731175/
(Accessed:03/06/2017).
Pixup (no date) Comme des Garcons. Available at:
http://pixup.weebly.com/comme-des-garcons.html (Accessed:03/06/2017).

47
Recycling.com (2016) The universal recycling symbol for you to download. Available at: http://www.recycling.com/downloads/recycling-symbol/ (Accessed:03/06/2017).
Retail Intelligence (2015) Kiwi Westfield Malls’ retail sales worth more than $10k per square. Available at: metrehttps://uk.pinterest.com/pin/59954238765076681/http://
theregister.co.nz/news/2015/05/kiwi-westfield-malls-retail-sales-worth-more-10k-square-metre (Accessed:03/06/2017).
Statista (2015) Distribution of QR code users worldwide as of 3rd quarter 2015, by age group. Available at:
https://www.statista.com/statistics/199328/qr-code-scanners-by-age/ (Accessed:03/06/2017).
Statista (2017) Made-In-Country-Index. Available at: https://www.statista.com/page/Made-In-Country-Index (Accessed:03/06/2017).
STUDENT.COM (2017) UAL London College of Fashion – Mare Street Campus Student Housing. Available at: https://www.student.com/uk/london/u/university-of-the-arts-
london-london-college-of-fashion-at-mare-street (Accessed:03/06/2017).
Thredup (2017) THREDUP’S 5TH ANNUAL RESALE REPORT 2017. Available at:
https://www.thredup.com/resale/page5 (Accessed:03/06/2017).
UAL: (2016) Report and Financial Statements. Available at:
http://www.arts.ac.uk/media/arts/about-ual/financial-statements-public/financial-statements/ual/Financial-report-2016_Signed-final.pdf (Accessed:03/06/2017).
Ual: (2017) About UAL. Available at: http://www.arts.ac.uk/about-ual/ (Accessed:03/06/2017).
Ual: (2017) UAL News. Available at: http://newsevents.arts.ac.uk/48726/new-images-uals-london-college-of-fashion-at-the-heart-of-olympicopolis/ (Accessed:03/06/2017).
UnigineDEV (2013) Multi-project or Output, Edge Blending, Non-linear Image Mapping. Available at:
https://developer.unigine.com/en/devlog/20130326-projections-edge-blending-nonlinear-image-mapping (Accessed:03/06/2017).
VR https://www.jwtintelligence.com/wp-content/uploads/2015/11/

IMAGE REFERENCE
Image 1: pinterest.com
Image 2: .theglassmagazine.com
Image 3: wwb-online.co.uk
Image 4: retail-week.com
Image 6: This image is created by the author
Image 10: This ige is created by the author
Image 18: alamy.com
Image 27: instagram.com
Image 28: instagram.com
Image29: pinterest.com
Image 36: wearecow.com
Image 37: wearecow.com
Image 41: Instagram
Image 42: Instagram
Image 43: Instgram
Image 44: Instagram
Image 45: adaymag.com
Image 46: adaymag.com
Image 47: Instagram
Image 54: abouthm.com

49
APPENDIXS
Appendix 1 (Workshop grament sample) Appendix 2 (Product sample)
FW17_JK001
FW17_JK003
FW17_JK005
FW17_JK002
FW17_JK004
FW17_JK006
FW17_JK008
FW17_JK007
FW17_SHT002
FW17_DRS001
FW17_SHT001
FW17_SHT003

50
The continuance of retail market growth in Europe, especially in the
UK
Mintel report reveals that UK retail market, especially department
stores, including shopping centres, is expected to grow up until 2020.
Appendix. Retail Market Growth in Europe

51
"Next 15" driving the economic rebalancing 2025 (McKinsey&Company, 2014).
Appendix. Global Economic Trend

52
According to a Goldman Sachs report (2016), Chinese tourists, especially, are currently the
biggest target market of both Westfield locations in the UK and the traffic from Chinese
tourists will be doubled by 2020 as the number of visitors from China has been rising.
Chinese spending power has also been rising as “the average annual household spend of
Chinese tourists hit nearly £50,000 this year, increasing by over 20 per cent” (Stevens,
2016).
Appendix. Chinese Tourists

53
Why vintage market?
- According to Fisher, E “The clothing industry is the second-largest polluter
in the world, second only to the oil industry” (The Washington Post, 2016).
- Through the recycling of clothes in the vintage market, both Westfield and
LCF meet their sustainable strategy and promote themselves as being conscious
of environmental issues and sustainability.
Bennet (2005, p. 96) mentioned that “fashion is one of the best ways that each
person can express visual statements about their identities”. Vintage garments
that used to be worn by LCF students will be able to be identified as more than
merely used clothes. These clothes highlight a fashion student’s unique and
stylish identities.
- Our primary research (online survey) illustrates that around 70% of the 40
participants were interested in a vintage flea market as an event to be held in
Westfield.
Through purchasing vintage or secondhand fashion goods, you create
two positive things. First, this decision contributes to the reduction
of the number of new clothes being produced by apparel companies,
Secondly, you spend your money on something else that will be
beneficial for society – this is the outside of existing consumer culture
(Black, 2014).
Appendix. Reasoning for the concept

54
Appendix. UK's top ranked shopping centres

55
Appendix. Primary Research - Online Survey

56
Appendix. Teamwork Agreement

Sustainable Vintage Market at Westfield

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Sustainable Vintage Market at Westfield

Similar to Sustainable Vintage Market at Westfield (20)

Recently uploaded

Recently uploaded (20)

Sustainable Vintage Market at Westfield