4. EXECUTIVE SUMMARY
This illustrated marketing report analyses the menswear market that
shows an opportunity for The North Face (TNF) to invest in along
with identifying the strengths, weaknesses and threats facing TNF.
The aim of this report is to launch a contemporary cycling range for
the UK market; the Yellow Label will be bridging style and functionality
for cyclists and the urban individuals who lives an active life.
TNF is an international brand offering a wide range of performancewear
and equipments; designed for activities such as climbing, biking,
mountaineering and running, to increase outdoor performance.
A mixture of primary and secondary sources have been conducted
to analyse TNF, its competitors and the menswear market. Note that,
due to differing views found within each source, the trustworthiness of
each source may be compromised and may contain a form of biased
opinion.
Exclusive to the Japanese market, the Purple label is a partnership
made by TNF and Nanamica; a Japanese brand known to recognise
the stylistic problems between the rocky outdoors and the classic
man (Hypebeast, 2013). At the beginning of A/W14, TNF released
a diffusion line called the White Label. In the same manner of the
Purple Label, the White Label is exclusive to the South Korean market
(Highsnobiety, 2014). The success and popularity of the Purple and
White Label, implies that exclusivity, practicality and style are in
demand.
menswear market; most active shoppers are workingmen, spending
in at least 5 or more stores and most willing to splash out on special
items on clothing.
4
5. Men aged between 25-34 are offering a huge opportunity for the
menswear market with an estimated growth of 8.3%, whereas men
aged 16-24 poses a threat to the market, as they show preference for
buying branded clothing.
The Yellow Label collection has been developed with a combination of
trend forecasts and consumer desires.
“Because cycling is physically intensive, meaning you need
comfortable clothing that does not restrict your movement or impair
you in any way.”
(Anonymous, 2014a)
(Anonymous, 2014b)
A price skimming strategy will be used to establish the brand and
collection as must-have items and perceives as a premium brand.
A mixture of modern and traditional direct marketing and advertising
tools will be used to promote the brand. A clear and consistent
campaigns and platforms, to educate the consumers about the brand
and collection.
5
6. 6
INTRODUCTION
The focus of this report to explore the menswear and
sportswear sector, that offers an opportunity for The North
Face (TNF) to venture in.
TNF is a global brand known for offering practicality and
boosting outdoor performance. The brand offers an extensive
variety of outdoor clothing and gear designed for activities
such as climbing, biking, mountaineering and running.
7. 7
This report contains a mixture of primary and secondary
sources. Note that due to differing views found within each
source, it may contain a form of biased opinion.
The expected result of this report is to effectively propose
a brand extension for TNF and execute a successful UK
marketing strategy.
10. 10
1.1 COMPANY OVERVIEW
VF Corporation (VF) is an international leader in branded lifestyle
such as The North Face, Vans, and Timberland.
focuses on innovation, by using the combination of art, science and
researchtocreateproductsthatwillexcitetheirconsumers(vfc,2015a).
By 2017, VF aims to reach $17.3 billion in revenues, driven by strong
12. 12
OVER 40 YEARS OF INNOVATION
& EXPLORATION
The North Face offers a wide range of performancewear, equipment
and footwear. Its aim is to push the limits of innovation, so that
individuals can push the boundaries of explorations.
We have helped explorers reach the most unfathomable heights of
the Himalayas.
The North Face will maintain an unwavering commitment to pushing
the limits of design, so that you can push your limits outdoors. Never
13. 13
1.2 OUTLINE THE NEW PRODUCT & USP
Solely for the Japanese market, the Purple Label is
a coordinated effort made by TNF and Nanamica, a
Japanese brand known to understand the stylistic
issues between the rocky outdoors and the classic
man (Hypebeast, 2013).
At beginning of A/W14/15, TNF released the White
Label, in a similar manner to the Purple Label; the line
is exclusive to the South Korean market (Highsnobiety,
2014).
The achievement of the Purple Label and the arrival
of the White Label, demonstrates that exclusivity in
seeking functionality and style are in their garments.
Through brand extension TNF has the technology and
experience to become ahead of its competitors, by
targeting male consumers in the UK; who are seeking
to bridge style and functionality in their cycling gear.
The Yellow Label is a sub-brand offering a
contemporary cycling range that bridges style and
functionality for male cyclists in the UK.
13
15. 15
1.3 ANSOFF MATRIX
MARKET PENETRATION
EXISTING PRODUCTS NEW PRODUCTS
MARKET DEVELOPMENT DIVERSIFICATION
NEWMARKETEXISTINGMARKET
PRODUCT DEVELOPMENT
New products in the existing market
Great knowledge of the market: target
competitors
Relatively high risk: new product, new
competitors and different target consumer
Although the risk maybe high: it may lead
15
18. 18
2.1. DEMOGRAPHICS
Young males aged 16-24 pose a threat to the
market, as they show preference for buying
branded clothing.
the sector. Working men are the most active
shoppers, spending in at least 5 or more stores,
they are the most willing to splash out on special
items of clothing. Men aged between 25-34 are
offering a huge opportunity for the menswear
market with an estimated growth of 8.3%
Although the increase of male obesity has slowed
in 2012, it has doubled in the last 10 years from
13% in 1993 to 24% in 2012. This suggests that
retailers will need to stock a wider size ranges,
including plus-size clothes (Mintel, 2014a).
18
19. 19
2.1.1 PEOPLE (TARGET MARKET)
THEFIXIEBOYSaged between 16-24, these
consumers are urban, youthful men and associated
with the hipster scene. Cycling is for fashion.
THE COMMUTERSare regular guys
on the road, aged between 25-35s. Who seek
convenience in both transport and fashion.
See Appendix 1 for further information
20. 20
University of Westminster and a part-time Punt
Chauffeur.
Charlie is always on his bike, always
challenging his mind and body – how fast he
can go or how long he can go for.
Without a doubt he loves travelling and
experiencing new things, new cultures and
meeting new people.
time! His energetic life means he likes to look
causal on his bike 24/7.
CHARLIE, 22
THE FIXIE BOY
20
21. 21
After graduating from University, Jack became
a Freelance Copywriter working with his best
part-time Videographer.
Jack is constantly producing fast but effective
He enjoys what he does.
around, absorbing the busy London lifestyle
that might inspire him or his work.
to look smart and causal on his bike, without
having to change out of his clothes after a bike
ride to work or leisure.
JACK, 26
THE COMMUTER
22. 22
2.1.2 THE CONSUMER - SHOPPING & SPENDING
PRIORITIES & SPENDING POWER
At the start of 2013, men have reduced and changed their spending habits, by prioritising on
saving money and cutting back on leisure spend.
Men are likely as women to have spent their additional cash on outerwear and footwear in the
last quarter (Mintel, 2014b)
22
23. 23
a student, I do have to prioritise how I spend my
now and then.”
22, Fixie Boy
“I shop monthly mainly because I get
bored of wearing the same clothes, and
this often coincides with getting paid at the
end of each month.”
29, The Commuter
pay day i may get one or two pieces of clothing.”
17, Fixie Boy
“I tend to buy clothes and shoes on a seasonal bases,
clothes and shoes that will last for me a long time and
something can use for different occasion.”
“I frequently shop every month, because of PAYDAY! I
store, to see the item and try it on in real life.”
25, The Commuter
24. 24
2.1.3 MARKETING TYPOLOGY &
PSYCHOGRAPHIC PROFILE
THE NU TREKKERSare seeking for
an escape from their urban life or to reconnect their
relationship with the city through new activities.
A wave of new climbers, walkers, bikers
and runners are pushing the boundaries of
their everyday lives (LSN:Global, 2009).
Aged between 20 to early 30s, Nu Trekkers are engaging in
hobbies and activities that will improve their well-being and
their way of life. The Nu Trekkers loves to challenge their body
and mind and is a requirement to visit the gym regularly to
25. 25
INNOVATORS
EARLYADOPTERS
EARLYMAJORITY
LATEMAJORITY
LAGGERS
LAUNCH
NU TREKKERSTHE COMMUNTERS
THE FIXIE BOYS CURRENT TNF CONSUMER
WITHDRAWL
THE PSYCHOGRAPHIC GRAPH separates the market into groups
determined by class, lifestyle and personality characteristics. It focuses on assumptions; the type
The Commuters are employed men with disposable incomes, seeking to bridge fashion and
functionality in their cycling gear; The Commuters are Early Adopters.
The Fixie Boys are young men, who are not afraid to stand out, but with unstable income they are
lagging behind The Commuters.
The Nu Trekkers and Current TNF Consumers are men pushing the boundaries of their everyday
lives, seeking practicality over style.
28. 28
THE YELLOW LABEL
S/S16 COLLECTION
Have been developed with a combination
of trend forecasts and inspirations;
the development of the collection has
considered consumer behaviours and
desires.
2.2.1 OVERVIEW
WGSN Forecast S/S16 Eco-active
MATERIALS
TomaintainbrandauthenticityTNFtechnology
will be used with a combination of fabrics that
durability, whilst riding.
“Because cycling is physically intensive,
meaning you need comfortable clothing that
does not restrict your movement or impair
you in any way.”
(Anonymous, 2014a)
Fabrics: 3M and Merino wool
Technology: Flash-dry and Windstopper
technology.
29. 29
WGSN Forecast S/S16 Deep Summer
DESIGNS
The collection has been designed to meet
consumer demand; to bridge style and
functionality for male cyclists.
(Anonymous, 2014b)
“For commuting I need something that will
(Anonymous, 2014c)
distance. Especially if I need to be in a
smart and casual.”
(Anonymous, 2014d)
35. 35
NIGHT
CAR COAT:
3M fabric;
back to source.
and seams
Extra pockets
inside the coat
TAILORED TROUSERS:
TURN-UPS:
and seams
CONTRAST
CUFF SHIRT:
seams and
breathable and
TAILORED
TROUSERS:
U-lock loop
(back of the
trousers) and
waterproof
fabric
MARLED KNIT:
SHIRT &
KNIT: Hidden
back pockets
The designs of the products are catered for the target consumers, focusing on the technicality of the fabrics.
“It would be nice to have a stylish and functional clothing for cycling”
(Anonymous, 2014e)
41. 41
ALLOCATION & DISTRIBUTION
The collection will be distributed in terms of its location and its cycling
top-stores in London and popular cycling cities such as Cambridge
and Bristol. Its mid-stores will contain a small portion, leaving the
42. 42
2.2.3 SOURCING STRATEGY
Supply Chain organisation, overseeing the production of over 450 million items
each year, with more than 1,900 owned or sourced facilities around the world.
team focuses on product development, speed-to-market and factory compliance.
The EMEA region remains the focus for VF for sustainable growth across all of their
brands and coalitions. VF owns and operates manufacturing facilities in Turkey,
allowing VF and TNF to oversee their production of their products (vfc, 2015c).
Manufactured in Turkey
Global Sourcing
Team based in
Hong Kong
43. 43
2.2.4 SUSTAINABILITY & ETHICAL
MANUFACTURING POLICY
The Yellow Label collections will be manufactured in a sustainable and
ethical way, similar to TNF and its parent company VF Corporation.
VF Corporation is one of the biggest apparel and footwear companies in
the world; owning The North Face. VF Corporation believes they have the
opportunity and responsibility to lead their industry towards a better future
(vfc, 2014d).
See Appendix 3 for further information
46. 46
2.3.1 PRICING POLICY &
PRICING ARCHITECTURE
A price skimming strategy will be used to establish the Yellow Label. The items have been
compared to its competitors: Rapha, Vulpine, Swrve as well as TNF UK, the Purple and
White Label, to benchmark how the products should be priced at.
New collection to be established as must-have items.
Innovative product range - bridging style and functionality for cyclists.
TNF is perceived as a premium brand, offering high quality products at a high price.
The pricing architecture indicates the entry and exit points of Yellow Labels collection for
each product category.
49. 49
2.3.2 PRICE BAND CHARTS
The chart indicates the entry, medium and exit point for the Yellow Label S/S16
collection. The entering at £70 is the Oversize Long Tee and Ombre Denim Shorts; the
most expensive, must-have item is the Car Coat exiting at £350.
52. 52
CONSUMER
YELLOW LABEL
2.4.1 DISTRIBUTION STRATEGY
In order to meet demand, consumers will be able to directly buy the collection through bricks and
mortars, e-commerce, mobile and tablet. The Yellow Label collection will be distributed through
selected TNF stores across the UK, see Appendix 4 for further information
and why the UK and the future.
55. 55
A pop-up store will be opening in Boxpark, London for a
month to promote the collection, this allows consumers to
purchase and see the collection under one roof; increasing
exposure of the collection and brand, testing the market and
creating a unique experience for their urban consumers.
The chosen TNF stores are located in cycling destinations
TNF Stores:
Covent Garden (Flagship store), Carnaby Street, St
Cambridge, Bath, Bristol, Cardiff, Birmingham, Leeds,
Glasgow and Liverpool
56. 56
THE NORTH FACE UK
TNF earned a 35% increase in e-commerce sales in 2013; implying that
participate in promoting the Yellow Label, allows to market the brand in
a cheaper manner. The site will be educating and redirecting the current
TNF consumers to thenorthfaceyellowlabel.co.uk; a micro-site that will
be available on tablet, mobile and e-commerce (VF Corporation, 2013).
57. 57
THE YELLOW LABEL
TNF UK site is currently not mobile friendly, for this reason TNF will be
upgrading to a user-friendly site on mobile phones, increasing engagement,
user experience, mobile sales and interaction with the brand.
61. 61
offering similar products in the same market.
Once the product development and marketing strategy have been
implemented, the brand will sit towards fashion, competing with Swrve and
Vulpine; cycling brands offering style and functionality for urban cyclists.
62. 62
VULPINE was launched in 2012,
bringing innovative, quality fabrics and
British inspired design to cycling apparel,
racing (Always Riding, 2015b).
Vulpine is a high-end British cycling
apparel, using technical fabrics and
functional features for cyclists. In
February 2015 Vulpine launched HOY
Vulpine with Sir Chris Hoy, offering style
and comfort for performance racing and
more accessibly priced commuter wear
(Vulpine, 2015)
2.5.2 COMPETITOR EVALUATION
RAPHA is a sportswear and lifestyle
brand focusing on road biking, clothing
and accessories.
Over the past 10 years, Rapha has
made its mark in the industry, to become
a cycling icon. Providing cycling gear for
the fashion-conscious men of the Tour
de France (Smith. E, 2014).
“Our brand is about performance
and quality as well as design.” Simon
Mottram, Rapha MD (Message, N.A).
63. 63
SWRVE founded in Los Angeles in 2005
(Swrve, N.A) by Muriel and Matt live,
work and cycle.
Apparel design to be clean, and
functional, offering affordable, stylish and
functional cycling clothing (Always riding,
2015a).
OAKLEY offers sports performance
equipment and lifestyle products from
accessories to footwear.
Luxottica announced its sales from July
to September 2014 rose by 5.5% to
¤1.88 billion (Reuters, 2014).
Brand Communications Director stated,
community of disruptors and explore
new ways of expressing our brand
philosophy and engaging with global
consumers through immersive content,
live experiences and brand partnerships”
(Luxottica, 2014).
66. 66
2.6.1 BRANDING
BRAND IDENTITY
The North Face is a premium brand; innovating
products that will drive individuals potential to the
maximum, to push the boundaries of exploration,
that will feed new experiences and adventures.
Exploration, freedom, adventure, independence,
bravery are a few adjectives that signify the brand.
66
68. 68
THE NORTH FACE YELLOW LABEL
YELLOW LABEL
The North Face Yellow Label is a cycling inspired brand for
urban individuals, fond of light outdoor activities. A contemporary
brand to satisfy both functionality and style for the urbanites.
NEVER STOP EXPLORING, RIDE MORE
69. 69
PACKAGING
to the brand.
In 2011 VF has begun to focus on packaging, working on the reduction of packaging and
sustainable opportunities, establishing VF Packaging Task Force.
strategy. Focusing on the reduction of packaging, the use of sustainable, recyclable and
recycled materials (The North Face UK, 2015).
70. 70
LABELLING & SWING TICKETS
The Sustainable Packaging Design Principles & Guidelines is applied within any form of
consumer point of purchase, display packaging, shipping and protective packaging, throughout
the entire supply chain. This will be applied to the Yellow Label to have consistency throughout
the brand (Outdoor Industry Association, 2015).
Yellow Label Sticker
Recycled and Recyclable
Swing Ticket
Recycled and
Recyclable Product
Information
72. 72
2.6.2 EXPERIENTIAL RETAILING
POP-UP STORE
In the heart of East London, Boxpark Shoreditch is the perfect
location to introduce The Yellow Label. Boxpark is a pop-up mall for
independent, global, fashion and lifestyle brands, creating a unique
shopping experience, see Appendix 5 for further information why East
London, Shoreditch, Boxpark.
74. 74
EXPERIENCE
Directly targeting and engaging with the consumer is key, one
of the main reason why men feel disconnected to fashion is the
shopping experience itself. Creating an experience that will give male
consumers the opportunity to visualise and feel how the garments will
appear within a cycling environment is important.
(Nick, 2015)
By placing a bicycle in-store as part of the visual merchandising it
allows customers to see how the collection is inspired by cycling.
Stock Room EntranceChanging Room
Till
75. 75
Customers are able to mount the bike and feel how practical the
garments are, making a less frustrating experience for the consumer
(Porter. C, 2015), see Appendix 6 for further information about in-
store experience and ambience.
Customers will have the chance to win a custom bike from Rusby
Cycles, when they share their experience in-store on their social
platforms, creating an interactive experience.
Bicycle can be mounted and won by customers
environment they will be worn
lay visual merchandising
79. 79
It is essential for the Yellow Label to have a clear and consistent
and platforms for this reason content will be the focus of the
Yellow Label to help educate the consumer about the brand,
see Appendix 7 for further information about content and its
importance.
In addition the Yellow Label will use a mixture of modern and
traditional direct marketing and advertising tools to promote the
brand.
80. 80
SOCIAL MEDIA
THE NORTH FACE
Social media is a powerful tool, according to Hubspot, 92% of
websites.
For this reason social media will be used to promote the Yellow Label,
brand recognition and loyalty, decrease marketing cost, increase
customer experiences, relationship and insight (DeMers. J, 2014).
81. 81
TNF huge social media followers in the UK and EU, TNF will be
supporting the Yellow Label in promoting the collection, where
consumers will be direct to the Yellow Label social media accounts
and site.
82. 82
THE YELLOW LABEL
It is important for the Yellow Label to have its own identity while remaining
connected to the parent brand. For this reason the Yellow Label will have
its own social media platforms, allowing it to stand out from the main
brand, directly relating to and targeting its consumers with a shareable
hashtag #RideMore.
86. 86
TNF YELLOW LABEL WEBSITE
The Yellow Label website is clean and simple with similar features to
what the brand is about, by having valuable content such as videos and
blog posts that can be easily accessed.
91. 91
TNF YELLOW LABEL BLOG
The Yellow Label blog is about people on their bikes showcasing the
exploration of everyday, talented people on their bikes, cycling news, and
updating readers and consumers about Yellow Labels activity.
92. 92
TNF E-MAIL/NEWSLETTER
TNF customers will be invited, informed of the launch and any other
important activities of the Yellow Label by newsletter/email. The launch
94. 94
PRINT
ShortList is the weekly free magazine designed for the city man.
Shortlist contains a mixture of editorial features from news, sport,
GQ magazine is a monthly magazine for the modern professional
news, to reviews (News Stand, 2015b).
95. 95
Bike Etc is a monthly road cycling magazine providing bike, gear
reviews, expert advices and technical advice on bike maintenance
(Bike Etc, 2015).
The Urban Cyclist magazine is for riders who appreciate style
over speed. A quarterly magazine featuring the aspect of cycling
culture around the world, interviews, bike and gear reviews (Buy
Subscriptions, 2015).
96. 96
ONLINE PUBLICATIONS
Online publications such as Highsnobiety and Hypebeast will be used to
attract the Fixie Boys, the young, urban city male consumers.
Hypebeast is an online publication covering the latest news, brands,
styles, streetwear to high-end, and the latest developments in fashion
and aspects of art, music, design and lifestyle (Hypebeast, 2015).
97. 97
Highsnobiety is an online publication featuring upcoming trends and
news about fashion, art, music and culture. It is a steady and strong
brand in the online fashion and lifestyle world (Highsnobiety, 2015).
98. 98
BRAND AMBASSADOR - ANDREAS KAMBANIS
TNF is for its brand ambassadors sharing their exploration stories.
Founder of londoncyclist.co.uk and app developer,Andreas Kambanis
is the prefect brand ambassador for the Yellow Label.
London Cyclist is a site providing content on cycling routes in London,
safety advice, cycling news and cycling tips. It became one of the
most popular sites for UK cyclist (Linkedin, N.Aa).
99. 99
Founder of Nibble Apps and Bike Doctor, he creates best selling apps
focusing on healthy lifestyle (Linkedin, N.Ab).
Andreas large social media followers means he can bring awareness,
share his experience and thoughts about the Yellow Label in a subtle
way to his followers.
102. 102
2.7 PERSUASION
PRODUCTS
The product range offers a unique selling point,
bridging practicality and style for male cyclists.
“YEAH! North Face is a quality brand. Something
amazing. I love their collaborations especially
to what they offer.”
(Anonymous, 2014f)
PRICING
Having the right pricing strategy is important, it
determines the perception of the quality of the
products to the consumer.
everyone... You want to give options; we want to
not.”
(Soho Bikes Manager, 2014)
102
103. 103
EXPERIENCE
Offering a strong and unique customer experience
will determine the number of customers who are
likely to purchase into the brand.
“The customer experience is the next competitive
battleground”
Jerry Gregoire, former CIO of Dell
Computers (Beard, R. 2014)
BRAND IMAGE AND BRANDING
Consistent branding is key to persuading the
target consumers. It gives an impression about
whether the product is premium or not. TNF is an
established and recognised brand; Yellow Label
will attract consumers to the collection.
materials and style into the equation too.”
(Anonymous, 2014g)
103
104. 104
ENGAGING MARKETING STRATEGY
A direct marketing strategy is one of the best
jaded for many consumers, as time past and it is
clear that re-emphasising is key to re-engaging
with its consumers. This will be achieved by
functionality.
messages. Few CRM cadences are self-directed
by consumers, which might account for generally
(Famberg, D. 2014)
104
105. 105
CONTENT MARKETING
There are different forms of content marketing,
varying from: webpages, blog post, videos,
social media updates to press releases. These
content marketing tools offer an opportunity for
the Yellow Label to share valuable content to its
target consumers.
Lee Odden (Slideshop, 2015)
105
108. 108
3.1 ESTIMATE RETAIL SALES, STOCK
INVESTMENT COSTS AND INTAKE MARGIN
See Appendix 2 & 8 for further information
YELLOW LABEL
ESTIMATED STOCK INVESTMENT COST
£10,064,131.50
ESTIMATED INTAKE MARGIN
£67.07%
ESTIMATED RETAIL SALES
£30,565,450
109. 109
The retail margin indicates the actual value of TNF and
estimate of the expected return on the collection. Both
companies expect to earn retail sales of £30,565,450 and
turning the raw materials into products and into income.
110. 110
3.2 LAUNCH MARKETING COSTS
YELLOW LABEL
DIGITAL MARKETING
£34,235
TRADITIONAL
MARKETING
£125,840
DIRECT
MARKETING
£480
CAMPAIGN LAUNCH
£22,380
MEDIA CAMPAIGNS
£75,457
111. 111
TOTAL MARKETING COST
£258,392
marketing, to target all consumers at all different platforms
of communication, from digital to traditional marketing, see
Appendix 9 for further information.
113. 113
TNF and VF has the capital to invest into the Yellow Label, shown in its
Yellow Label will require a 10,322,524 investment from VF Corporation,
see Appendix 9 for further information.
YELLOW LABEL
CAPITAL INVESTMENT REQUIRE
10,322,524
118. 118
4. SWOT ANALYSIS
STRENGTHS
Consistent and similar branding to the main brand.
Small product range: implies premium, contemporary and
exclusive brand.
Bridging style and functionality
Focusing on the target consumers
Emotion & feel: Contemporary lifestyle brand in terms of
content and bringing in the urban cycling culture in the Yellow
Label and TNF
brand in 2013
The company is moving in a more sustainable way
facilities - cheaper and control to the brand.
Integrated marketing strategy covering a wide range of
modern and traditional marketing tools.
OPPORTUNITIES
Strategic partnerships and collaborations:app collaboration
with Andreas Kambanis
Expanding into new markets: Europe/USA
Taking advantages of new trends
Expand into womenswear or other lifestyle/activities
Yellow Label standalone stores
Expand production capacity and product range
118
119. 119
WEAKNESSES
Price out: consumers who want to buy into the brand
New brand, collection and marketing are expensive overall
THREATS
New competitors entering into the market
New innovative product or services
Marketing strategy may not be what consumers want
Supply and demand: medium stock and may result into
disappointed consumers if demand is high.
119
122. 122122
5. CONCLUSION
To conclude the Yellow Label is a cycling inspired brand
for urban individuals who are seeking to connect style
and functionality; apparel that can be worn on and off
the bike, technical fabrics and practical features to
satisfy and attract cyclists and everyday men who live
an active life.
There are several factors that will help to persuade
the consumer to purchase Yellow Label products.
Communication is essential for the Yellow Label, and
so it is important for the brand to have a clear and
consistent message throughout its platforms. Content
Marketing is another vital factor as it focuses on
important information that will help engage and retain
customers.
messages. Few CRM cadences are self-directed by
low response and engagement rates”
(Famberg, D. 2014).
The proposed brand extension is a huge opportunity for
TNF and VF to invest in, as it is what many consumers
are looking for in their garments; style and functionality
not just for cycling but also in their everyday apparel.
As demand increases the Yellow Label can be seen
to expand its production capacity and open up its
own standalone store thus increasing its product
range (accessories and footwear) and exploiting new
international markets in Europe and USA in the future.
126. 126
APPENDIX 1
The rate of cycling to work
outside of London peaks
at 3.2% for those aged 16
to 19 (ONS, 2014a).
accused of cycling for fashion (Bridges. A, 2014).
Recent years have seen
recreational riders,
leading to increased
interest in cycling, a
unique cultural scene,
and controversy
(Bridges. A, 2014).
Li says, “There are
lots of aspects to
from clothing to what
you put on your bike
(Bridges. A, 2014).
Features appeal to college
students lacking time and
money to invest in cycling
but needing quick, easy
transportation to classes
(Bridges. A, 2014).
a type of bike known for its
simplicity and convenience,
cyclist consumer.
Fixies were adopted by urban
youth associated with the hipster
scene (Bridges. A, 2014).
Rate of cycling to work was above 2% for all age
groups up to 60 years of age (ONS, 2014a).
PEOPLE (TARGET MARKET)
THE FIXIE BOYS & THE COMMUTERS
127. 127
In 2011, 741,000 working
residents aged 16 to 74
cycled to work in England
and Wales (ONS, 2014b).
name for this consumer, as
he seeks convenience in his
commute and transport.
The chart at the side shows the levels of cycling
between men and women at different age groups. An
increase of 12% in the age group 25-34.
Cycling was most
common among those
working in elementary and
professional occupations
(ONS, 2014b).
Workers living in London were more likely to cycle to work than those
living outside of London (3.9% compared with 2.6%) (ONS, 2014a).
In England and Wales, workers aged 30 to 34
were the most likely age group to cycle to work
at 3.5% (ONS, 2014a).
In 2011, 3.9% of males
cycled to work compared
with 1.6% of females
(ONS, 2014a).
130. 130
PRODUCT LEADERSHIP
Use sustainability as a lens for
innovation to create products
that have a positive effect on
the environment and society.
OPERATIONAL EFFICIENCY
practices in the areas of
energy, waste, chemical
responsibility and water use.
COMMUNITY ENGAGEMENT
Protect the places we play,
inspire people to connect with
nature, exhibit transparency
and support fair labor.
TNF FOCUS AREAS:
- TODD SPALETTO, PRESIDENT, THE NORTH FACE
(The North Face, 2015c)
- TODD SPALETTO, PRESIDENT, THE NORTH FACE
APPENDIX 3
THE NORTH FACE SUSTAINABILITY
131. 131
APPENDIX 4
WHY A SPECIFIC MARKET & THE UK?
The latest 2011 Census data indicated the number of people aged between 16 to 74 living in
London, who cycled to work has more than doubled from 77,000 in 2001 to 155,000, due to a
144% increase in cycling to work amongst residents in the Inner London, with a 45% increase
from residents of Outer London. People are twice as likely to cycle to work if they lived in urban
areas opposed to rural area and men were more likely to cycle to work than women (ONS, 2014c).
TNF and Nanamica collaboration is a diffusion line exclusive for the Japanese market, the Purple
Label is smart contemporary collection, understanding the problem between the rocky outdoors
and style.
TNF White Label is a South Korean tailored diffusion line bridging style and functionality; recently
released in A/W 2014, the popularity of the brand has lead to expansion and availability to be
shipped to 19 countries (The North Face White Label, 2015).
individuals for its exclusivity, available in New York, Los Angeles, Japan and the UK, TNF has
experience in targeting young stylish male consumers seeking style and functionality.
For these reasons the Yellow Label will be exclusive to the UK market. The popularity of both
Purple and White Label indicates that bridging style and functionality is in demand and that
exclusivity is popular.
THE FUTURE:
In a similar manner to the White Label, as the Yellow Label becomes popular, it will be available to
the European market and may lead to further expansion to the USA market.
132. 132
APPENDIX 5
APPENDIX 6
WHY EAST LONDON, SHOREDITCH, BOXPARK
IN-STORE EXPERIENCE AND AMBIENCE.
by bike, more than those travelling by car. According to 2011 census statistics, the borough of
bikes.
A number of reasons have led to a cycle boom in Hackney for example improvements to roads
have been made by the local councils and large amount of young, fashionable individuals
living in the area.
The 2nd most popular borough is Islington with 1 in 9 commuters commuting on bikes. Lead-
ing to the rise of unique bike shops, cafes and apps all dedicated to cycling (Byers. C, 2014).
Researches have proven that 70% of purchase decisions are in-store decisions, and these
J, N.A). For this reason store ambience is important to make customers feel invited, and
comfortable, to stay as long as possible and enjoy their experience in-store. Having a great
store layout, light and airy lighting, attractive decoration, and pleasing music (consumer taste)
are factors that will increase footfall in-store and educate the consumer what the Yellow Label
is and what the brand offers.
133. 133
APPENDIX 7
CONTENT AND ITS IMPORTANCE
Content marketing is important as it creates and shares relevant information to acquire,
engage and retain customers.
There are different forms of content marketing varying from; webpages, blog posts and videos
to social media updates and press releases. These content marketing tools offer an opportunity
for the Yellow Label to share valuable content with TNF and its target consumers.
It is important to be consistent and regularly update these platforms because valuable content
culture for TNF and Yellow Label.
Content strategy includes building trust, connecting with audiences, and building the brand.
Building valuable content takes time, and for this reason content is an on-going strategy for
the Yellow Label.
- Jason Miller (Slideshop, 2015).
134. 134
APPENDIX 8
GROSS PROFIT MARGIN
DEFINITION OF 'GROSS PROFIT MARGIN'
as the source for paying additional expenses and future savings.
Calculated as:
Revenue
£30,565,450 - £10,064,131,50
£30,565,450
(Investopedia, 2015)
138. 138
Always Riding (2015a) Swrve [Online] At: http://www.alwaysriding.co.uk/brands/swrve.html (Accessed on 24/03/15)
Always Riding (2015b) Vulpine [Online] At: http://www.alwaysriding.co.uk/brands/vulpine.html (Accessed on 24/03/15)
Anonymous (2014a) Cycling and The North Face Questionnaire 28th October 2014.
Anonymous (2014b) Cycling and The North Face Questionnaire 28th October 2014.
Anonymous (2014c) Cycling and The North Face Questionnaire 28th October 2014.
Anonymous (2014d) Cycling and The North Face Questionnaire 28th October 2014.
Anonymous (2014e) Cycling and The North Face Questionnaire 28th October 2014.
Anonymous (2014f) Cycling and The North Face Questionnaire 28th October 2014.
Anonymous (2014g) Cycling and The North Face Questionnaire 28th October 2014.
Beard, R. (2014) Why Customer Experience Is Important: 7 Reasons [Online] At: http://blog.clientheartbeat.com/why-customer-experience-is-important/ (Accessed
on 14/03/15)
Bike Etc (2015) Bike Etc. [Online] At: http://bikesetc.co.uk/ (Accessed on 24/03/15)
Bridges. A (2014) The Fixie Phenomenon Fixed-Gear Bikes Take Some Getting Used to, but Many Love Them [Online] At: http://www.independent.com/news/2014/
Buy Subscription (2015) Urban Cyclist [Online] At: http://cycling.buysubscriptions.com/Subscriptions/Urban-Cyclist/ (Accessed on 24/03/15)
Byers. C (2014) Safe Cycling In London; A Guide For All Things Cycley [Online] At: http://www.movebubble.com/blog/2014/04/safe-cycling-in-london-a-guide-for-
all-things-cycley/ (Accessed on 17/03/15)
Charlie (2015) Questionnaire on Target Consumer Shopping Habits 11th March 2015.
media-marketing/ (Accessed on 18/03/15)
Famberg, D. (2014) The Importance of Customer Preference [Online] At: http://www.dmnews.com/the-importance-of-customer-preference/article/347663/
(Accessed on 14/03/15)
Francis (2015) Questionnaire on Target Consumer Shopping Habits 11th March 2015.
Hayden (2015) Questionnaire on Target Consumer Shopping Habits 11th March 2015.
Highsnobiety (2014) The North Face White Label Fall/Winter 2014 Lookbook [online] At: http://www.highsnobiety.com/2014/03/10/the-north-face-white-label-fall-
winter-2014-lookbook/ (Accessed on 24/11/14)
Highsnobiety (2015) About [Online] At: http://www.highsnobiety.com/about/ (Accessed on 24/03/15)
Hypebeast (2013) Nanamica Managing Director Eiichiro Homma Talks About the Future for Menswear [online] At: http://hypebeast.com/2013/4/nanamica-
managing-director-eiichiro-homma-talks-about-the-future-for-menswear (Accessed on 11/11/14)
Hypebeast (2015) About [Online] At: http://hypebeast.com/index.php/about (Accessed on 24/03/15)
Linkedin (N.Aa) London Cyclist [Online] At: https://www.linkedin.com/company/london-cyclist?trk=prof-following-company-logo (Accessed on 20/03/15)
Linkedin (N.Ab) Andreas Kambanis [Online] At: https://www.linkedin.com/in/andreaskambanis (Accessed on 20/03/15)
LS:N Global (2009 NU TREKKERS [online] At: https://www.lsnglobal.com/tribes/article/4061/nu-trekkers (Accessed on 25/10/14)
Luke (2015) Questionnaire on Target Consumer Shopping Habits 11th March 2015.
Luxottica (2014) Oakley is disruptive by design, now and forever [Online] At: http://www.luxottica.com/en/oakley-disruptive-design-now-and-forever (Accessed on
20/11/2014)
Mintel. (2014a) Menswear – UK – March 2014 – Market Environment [online] At: http://academic.mintel.com/display/699437/ (Accessed on 06/10/14)
06/10/14)
News Stand (2015a) Shortlist Magazine [Online] At: http://www.newsstand.co.uk/512-Weekly-Mens-Magazines/13810-Subscribe-to-SHORTLIST-Magazine-
Subscription.aspx (Accessed on 19/03/15)
News Stand (2015b) GQ Magazine [Online] At: http://www.newsstand.co.uk/513-Mens-Lifestyle-Magazines/4578-Subscribe-to-GQ-Magazine-Subscription.aspx
(Accessed on 19/03/15)
Nick (2015) Questionnaire on Target Consumer Shopping Habits 11th March 2015.
139. 139
ONS (2014a) 2011 Census Analysis - Cycling to Work [Online] At: http://www.ons.gov.uk/ons/rel/census/2011-census-analysis/cycling-to-work/2011-census-
analysis---cycling-to-work.html#tab-Who-cycles- (Accessed on 17/03/15)
ONS (2014b) London residents cycling to work doubles in 10 years [Online] At: http://www.ons.gov.uk/ons/rel/census/2011-census-analysis/cycling-to-work/2011-
census-analysis---cycling-to-work.html (Accessed on 17/03/15)
ONS [2014] London residents cycling to work doubles in 10 years [Online] At: http://www.ons.gov.uk/ons/rel/census/2011-census-analysis/cycling-to-work/sty-
cycling-to-work.html (Accessed on 17/03/15)
Outdoor Industry Association (2015) Outdoor Industry Packaging Roadmap - Sustainable Packaging Design Principles & Guidelines2.0 [Online] At: http://
outdoorindustry.org/pdf/OutdoorIndustrySustainablePkgGuidelines.pdf (Accessed on 14/03/15)
(Accessed on 17/03/15)
idUSI6N0SF00T20141029 (Accessed on 05/11/14)
Slideshop (2015) 8 Doable Tips to Improve Your Content Marketing [Online] At: http://www.slideshare.net/SlideShop.com/8-doable-tips-to-improve-your-content-
cycling-company-Rapha-is-on-fast-track-to-success.html (Accessed on 03/11/14)
Soho Bike Manager (2014) [Interview by Author, 10th October 2014]
Swrve (N.A) About Swrve [Online] At: http://www.swrve.co.uk/about%20swrve.html (Accessed on 24/03/15)
The North Face (2015b) The North Face – Find a store [Online] At: http://www.thenorthface.co.uk/tnf-uk-en/ustorelocator/location/map/ (Accessed on 24/02/15)
The North Face UK (2015) Journey to Sustainability – Waste [Online] At: http://www.thenorthface.co.uk/blog/uk/en/sustainability (Accessed on 25/02/15)
The North Face White Label (2015) The North Face White Label - Homepage [Online] At: http://www.thenorthfacewhitelabel.co.kr/ (Accessed on 11/11/14)
vfc (2015a) About VF – Vision & Values [Online] At: http://vfc.com/about/vision-values (Accessed on 11/02/15)
vfc (2015b) About VF - Our Strategy [Online] At: http://vfc.com/about/our-strategy (Accessed on 11/02/15)
vfc (2015c) About VF - Global Presence [Online] At: http://www.vfc.com/about/global-presence (Accessed on 11/02/15)
vfc (2015d) vfc – Sustainability and Responsibility [Online] At: http://sustainability.vfc.com/ (Accessed on 11/02/15)
Vulpine (2015) About Vulpine [Online] At: http://www.vulpine.cc/Static/About-Vulpine (Accessed on 24/03/15)
143. 143
1 Visaya, M. (2015) The North Face Yellow Label Logo [Illustrator] In possession of: The author: Epsom.
2 Vulpine S/S14 [Online] At: http://lookbook.vulpine.cc/summer14/#page9 (Accessed on 24/03/15)
3 Always Riding Photo [Online] At: http://www.alwaysriding.co.uk/brands/muxu/ (Accessed on 16/02/15)
4 VF Corporation Logo [Online] At: http://www.vfc.com/news/media-resources (Accessed on 16/02/15)
145. 145
6 The North Face Logo [Online] At: http://theadventureblog.blogspot.co.uk/ (Accessed on 16/02/2015)
%22category%7C192163%22%5D%7D (Accessed on 13/02/15)
8 Visaya, M. (2015) Yellow Label Illustration Collection 1 [Illustrator] In possession of: The author: Epsom.
%22category%7C192163%22%5D%7D (Accessed on 13/02/15)
10 Visaya, M. (2015) Yellow Label Illustration Collection 2 [Illustrator] In possession of: The author: Epsom.
%22category%7C192163%22%5D%7D (Accessed on 13/02/15)
12 Visaya, M. (2015) Yellow Label Illustration Collection 3 [Illustrator] In possession of: The author: Epsom.
%22category%7C192163%22%5D%7D (Accessed on 13/02/15)
14 Visaya, M. (2015) Yellow Label Illustration Collection 4 [Illustrator] In possession of: The author: Epsom.
15 Aston Matrix Image [Online] At: https://weheartit.com/entry/66869305/via/riihanna (Accessed on 06/11/14)
16 Winter Schoolboy [Online] At: http://lookbook.nu/look/5871059-Carhartt-Mentor-Jacket-Indigo-Maine-Denim-Jimmy (Accessed on 02/03/15)
18 The Commuter [Online] At: http://www.xinxiaobang.com/index.php?app=home&mod=Space&act=detail&id=12765 (Accessed on 04/02/15)
19 Charlie Student [Online] At: http://instagram.com/p/novh36FUxs/?modal=true (Accessed on 17/02/15)
20 Charlie and Social [Online] At: http://instagram.com/p/rPV7dlFU4w/?modal=true (Accessed on 17/02/15)
21 Charlie and Bike [Online] At: http://instagram.com/p/pbbJJPlU7a/?modal=true (Accessed on 17/02/15)
22 Charlie Biking in Japan [Online] At: http://instagram.com/p/rJ1WJ2FUzY/?modal=true (Accessed on 17/02/15)
23 Videography [Online] At: http://canonphotoguide.com/articles/the-basics-of-dslr-videography/ (Accessed on 12/11/14)
24 Notorious – A fake artist – Jack Bike [Online] At: http://afakeartist.blogspot.co.uk/2013/03/notorious-2.html (Accessed on 09/03/15)
25 Philippines – Boracay [Online] At: http://instagram.com/afakeartist (Accessed on 12/11/14)
26 Gym [Online] At: http://instagram.com/afakeartist (Accessed on 12/11/14)
27 Adidas Original Superstar [Online] At: http://adidasonfeet.tumblr.com/post/108071070046/unstablefragments-adidas-originals-superstar (Accessed on 04/02/15)
147. 147
29 Man walking [Online] At: http://www.ofeminin.pl/moda/none-sp205430.html (Accessed on 01.12.14)
31 Visaya, M. (2015) WGSN Forecast S/S16 Eco-active Mood Board[Illustrator] In possession of: The author: Epsom.
33 Visaya, M. (2015) WGSN Forecast S/S16 Deep Summer Mood Board [Illustrator] In possession of: The author: Epsom.
%22season%7C417031%22%2C%20%22category%7C18812%22%5D%7D (Accessed on 13/02/15)
37 Visaya, M. (2015) Yellow Label Outerwear 1 [Illustrator] In possession of: The author: Epsom.
%22season%7C417031%22%2C%20%22category%7C18818%22%5D%7D (Accessed on 13/02/15)
39 Visaya, M. (2015) Yellow Label T-shirts & Shirts 3 [Illustrator] In possession of: The author: Epsom.
41 Visaya, M. (2015) Yellow Label Jumpers & Sweaters 4 [Illustrator] In possession of: The author: Epsom.
%22facets%5B%5D%22%3A%20%5B%5D%7D (Accessed on 06/03/15)
43 Visaya, M. (2015) Yellow Label Trousers & Shorts 4 [Illustrator] In possession of: The author: Epsom.
%22category%7C192163%22%5D%7D (Accessed on 13/02/15)
45 Visaya, M. (2015) Yellow Label Illustration Collection 5 – Day [Illustrator] In possession of: The author: Epsom.
45.5 Visaya, M. (2015) Yellow Label Illustration Collection 6 – Day [Illustrator] In possession of: The author: Epsom.
03/04/15)
52 TNF White Label – Hoffmann Jacket [Online] At: http://www.thenorthfacewhitelabel.co.kr/product/productView.
do?productType=CT01&goodsCode=NYJ3LF57&colorCode=484&viewType=PRICEA&pageSize=16&pageno=8&searchColorCode=&productSubType=CT010100&productSubType
=CT010200&productSubType=CT010300&productSubType=CT010400&productSubType=CT010500&productSubType=CT010600 (Accessed on 30/03/15)
54 Visaya, M. (2015) Yellow Label Illustration Collection 7 – Night [Illustrator] In possession of: The author: Epsom.
54.5 Visaya, M. (2015) Yellow Label Illustration Collection 8 – Night [Illustrator] In possession of: The author: Epsom.
149. 149
%22season%7C417031%22%2C%20%22category%7C18812%22%5D%7D (Accessed on 13/02/15)
56 Visaya, M. (2015) Yellow Label Outerwear 1 [Illustrator] In possession of: The author: Epsom.
%22market%7C49154%22%2C%20%22category%7C18819%22%5D%7D (Accessed on 04/03/15)
58 Visaya, M. (2015) Yellow Label Outerwear 2 [Illustrator] In possession of: The author: Epsom.
60 Visaya, M. (2015) Yellow Label Jumpers & Sweaters 1 [Illustrator] In possession of: The author: Epsom.
62 Visaya, M. (2015) Yellow Label Jumpers & Sweaters 2 [Illustrator] In possession of: The author: Epsom.
%22market%7C49154%22%2C%20%22category%7C18818%22%5D%7D (Accessed on 05/03/15)
64 Visaya, M. (2015) Yellow Label T-shirts & Shirts 1 [Illustrator] In possession of: The author: Epsom.
%22category%7C18820%22%5D%7D (Accessed on 13/02/15)
66 Visaya, M. (2015) Yellow Label T-shirts & Shirts 2 [Illustrator] In possession of: The author: Epsom.
68 Visaya, M. (2015) Yellow Label Outerwear 3 [Illustrator] In possession of: The author: Epsom.
%22season%7C417031%22%2C%20%22category%7C18819%22%5D%7D (Accessed on 13/02/15)
70 Visaya, M. (2015) Yellow Label Outerwear 4 [Illustrator] In possession of: The author: Epsom.
%22facets%5B%5D%22%3A%20%5B%5D%7D (Accessed on 06/03/15)
72 Visaya, M. (2015) Yellow Label Jumpers & Sweaters 3 [Illustrator] In possession of: The author: Epsom.
74 Visaya, M. (2015) Yellow Label Jumpers & Sweaters 4 [Illustrator] In possession of: The author: Epsom.
%22season%7C417031%22%2C%20%22category%7C18818%22%5D%7D (Accessed on 13/02/15)
76 Visaya, M. (2015) Yellow Label T-shirts & Shirts 3 [Illustrator] In possession of: The author: Epsom.
%22season%7C417031%22%2C%20%22category%7C18818%22%5D%7D (Accessed on 13/02/15)
78 Visaya, M. (2015) Yellow Label T-shirts & Shirts 4 [Illustrator] In possession of: The author: Epsom.
80 Visaya, M. (2015) Yellow Label T-shirts & Shirts 5 [Illustrator] In possession of: The author: Epsom.
%22market%7C49154%22%2C%20%22category%7C18818%22%5D%7D (Accessed on 05/03/15)
82 Visaya, M. (2015) Yellow Label T-shirts & Shirts 6 [Illustrator] In possession of: The author: Epsom.
%22season%7C417031%22%2C%20%22category%7C110627%22%5D%7D (Accessed on 13/02/15)
84 Visaya, M. (2015) Yellow Label Trousers & Shorts 1 [Illustrator] In possession of: The author: Epsom.
%22facets%5B%5D%22%3A%20%5B%5D%7D (Accessed on 06/03/15)
86 Visaya, M. (2015) Yellow Label Trousers & Shorts 2 [Illustrator] In possession of: The author: Epsom.
(Accessed on 06/03/15)
88 Visaya, M. (2015) Yellow Label Trousers & Shorts 3 [Illustrator] In possession of: The author: Epsom.
%22facets%5B%5D%22%3A%20%5B%5D%7D (Accessed on 06/03/15)
90 Visaya, M. (2015) Yellow Label Trousers & Shorts 4 [Illustrator] In possession of: The author: Epsom.
91 Cotton [Online] At: http://sustainability.vfc.com/products/ (Accessed on 13/02/15)
92 North Face Summit Series [Online] At: http://sustainability.vfc.com/products/ (Accessed on 13/02/15)
93 Manufacturing VF [Online] At: http://sustainability.vfc.com/products/ (Accessed on 13/02/15)
94 Clothes the loop North Face [Online] At: http://sustainability.vfc.com/products/ (Accessed on 13/02/15)
95 BoxPark [Online] At: http://www.boxpark.co.uk/ (Accessed on 23/02/15)
96 Visaya, M. (2015) Yellow Label Box Park [Illustrator] In possession of: The author: Epsom.
97 Platforms Photo [Online] At: http://www.chronicwatch.com/ (Accessed on 23/03/15)
98 Visaya, M. (2015) North Face Android [Illustrator] In possession of: The author: Epsom.
99 Visaya, M. (2015) North Face Tablet [Illustrator] In possession of: The author: Epsom.
100 Visaya, M. (2015) North Face Computer [Illustrator] In possession of: The author: Epsom.
101 Visaya, M. (2015) North Face iPad [Illustrator] In possession of: The author: Epsom.
102 Visaya, M. (2015) North Face iPhone [Illustrator] In possession of: The author: Epsom.
102.5 Visaya, M. (2015) North Face Omni-Channel Combined [Photoshop] In possession of: The author: Epsom.
151. 151
103 Visaya, M. (2015) Yellow Label Android [Illustrator] In possession of: The author: Epsom.
104 Visaya, M. (2015) Yellow Label Tablet [Illustrator] In possession of: The author: Epsom.
105 Visaya, M. (2015) Yellow Label Computer [Illustrator] In possession of: The author: Epsom.
106 Visaya, M. (2015) Yellow Label iPad [Illustrator] In possession of: The author: Epsom.
107 Visaya, M. (2015) Yellow Label iPhone [Illustrator] In possession of: The author: Epsom.
107.5 Visaya, M. (2015) Yellow Label Omni-Channel Combined [Photoshop] In possession of: The author: Epsom.
108 Superdry Logo [Online] At: http://www.rushskatepark.co.uk/superdry-sponsors-rush-skatepark/ (Accessed on 24/11/14)
109 Shimano Logo [Online] At: http://www.bikeattack.com/shimano (Accessed on 24/11/14)
110 Columbia Logo [Online] At: http://www.search-il.com/images.aspx?q=columbia%20sportswear%20company%20logo (Accessed on 24/11/14)
111 Oakley Logo [Online] At: http://internetretailing.net/organisations/roak/ (Accessed on 24/11/14)
114 Craft Logo [Online] At http://www.blackcatembroidery.co.uk/Embroidered-Sportswear-Cycling/Craft-Active-Cycle-Shorts (Accessed on 24/11/14)
115 Mavic Logo [Online] At: http://www.austintricyclist.com/about/mavic-pg108.htm (Accessed on 24/11/14)
116 Endura Logo [Online] At: http://supernovacycles.co.uk/content/20-endura-summer-clothing (Accessed on 24/11/14)
117 Performance Cycle Logo [Online] At: http://www.cyclosport.org/04-Dec-2013/news/entry-closes-tonight---4th-december---for-sundays-performance-cycles-mini-sportive.html (Accessed on
24/11/14)
119 Gore Bike Wear Logo [Online] At: http://trailspinners.org/supporters/gore-bike-wear (Accessed on 24/11/14)
122 King Apparel Logo [Online] At http://www.king-apparel.com/ (Accessed on 24/11/14)
123 Giro Logo [Online] At: http://www.kingbarcelona.com/images/manufacturers/ (Accessed on 17/02/15)
126 Ligne 8 Logo [Online] At: http://www.ligne8.com/ (Accessed on 17/02/2015)
127 Pedal Ed Logo [Online] At: http://www.pedaled.com/ (Accessed on 17/02/15)
129 Vulpine Logo [Online] At: http://www.vulpine.cc/ (Accessed on 17/02/15)
130 Swrve Logo [Online] At: http://www.swrve.co.uk/ (Accessed on 24/11/14)
131 Velocity Cyclewear Logo [Online] At: http://velocitycyclewear.cc/ (Accessed on 17/02/15)
131.5 Visaya, M. (2015) Price Style Matrix [Illustrator] In possession of: The author: Epsom.
132 Vulpine Competitor [Online] At: http://www.headsetpress.co.uk/vulpine-spring-summer-2015/ (Accessed on 24/03/15)
133 Visaya, M. (2015) Rapha Logo - Pink [Illustrator] In possession of: The author: Epsom.
134 Rapha Competitor [Online] At: http://www.brandstilo.co.uk/index.php/blog/ (Accessed on 24/03/15)
135 Visaya, M. (2015) Swrve Logo [Illustrator] In possession of: The author: Epsom.
137 Visaya, M. (2015) Oakley Logo [Illustrator] In possession of: The author: Epsom.
138 Oakley Competitor [Online] At: http://47mag.com/2014/icon-oakley-fw1415/ (Accessed on 24/03/15)
139 The North Face: Mark is Solid [Online] At: http://www.movementmedialabs.com/portfolio/ (Accessed on 12/03/15)
140 Visaya, M. (2015) Mark is Solid – Edited [Photoshop] In possession of: The author: Epsom.
141 Red Kap [Online] At: http://www.perkybros.com/portfolio/red-kap/ (Accessed on 27/02/15)
142 Visaya, M. (2015) Labelling and Swing Tickets Branding [Photoshop] In possession of: The author: Epsom.
143 Visaya, M. (2015) Label & Care Label [Illustrator] In possession of: The author: Epsom.
144 Visaya, M. (2015) Label [Illustrator] In possession of: The author: Epsom.
145 Visaya, M. (2015) Zipper [Illustrator] In possession of: The author: Epsom.
146 Visaya, M. (2015) Button [Illustrator] In possession of: The author: Epsom.
147 Visaya, M. (2015) Yellow Label Box Park [Photoshop] In possession of: The author: Epsom.
148 Collaborative Design Quote [Online] At: http://www.boxpark.co.uk/enquiries/ (Accessed on 17/03/15)
153. 153
149 Davis, L. (2015) Yellow Label Box Park Side View [Sketch Up] In possession of: Visaya, M: Epsom.
150 Davis, L. (2015) Yellow Label Box Park Front View [Sketch Up] In possession of: Visaya, M: Epsom.
151 Visaya, M. (2015) Yellow Label Box Park View - Edited [Photoshop] In possession of: The author: Epsom.
on 18/03/15)
153 Visaya, M. (2015) Yellow Label Handout [Illustrator] In possession of: The author: Epsom.
154 Boxpark Logo [Online] At: http://www.boxpark.co.uk/ (Accessed on 23/02/15)
155 Visaya, M. (2015) Yellow Label Box Park Handout/ Social Media [Illustrator] In possession of: The author: Epsom.
157 Bike 1 [Online] At: http://thesocietyofthespectacle.com/2009/07/guvnor/imgguvnorfront/ (Accessed on 14/03/15)
159 Bike 3 [Online] At: http://thesocietyofthespectacle.com/2009/07/guvnor/imgguvnorfront/ (Accessed on 14/03/15)
160 Visaya, M. (2015) Mannequin 1 [Photoshop] In possession of: The author: Epsom.
161 Visaya, M. (2015) Mannequin 2 [Photoshop] In possession of: The author: Epsom.
162 Visaya, M. (2015) Mannequin 3 [Photoshop] In possession of: The author: Epsom.
163 Visaya, M. (2015) The North Face and Yellow Label Hangers [Illustrator] In possession of: The author: Epsom.
164 GQ [Online] At: http://www.magastack.com/issue/6882-gq-uk-april-2015 (Accessed on 19/03/15)
165 Visaya, M. (2015) Yellow Label Instagram [Photoshop] In possession of: The author: Epsom
166 Visaya, M. (2015) The North Face E-mail/Newsletter [Photoshop] In possession of: The author: Epsom.
167 Visaya, M. (2015) Yellow Label Bus Stop [Illustrator] In possession of: The author: Epsom.
168 TNF Twitter Screenshot [Online] At: https://twitter.com/thenorthface (Accessed on 03/03/15)
170 Visaya, M. (2015) TNF Twitter [Photoshop] In possession of: The author: Epsom.
173 Visaya, M. (2015) TNF Facebook [Photoshop] In possession of: The author: Epsom.
174 TNF Instagram Screenshot [Online] At: https://instagram.com/thenorthface (Accessed on 03/03/15)
178 Visaya, M. (2015) TNF Instagram [Photoshop] In possession of: The author: Epsom.
179 TNF YouTube Screenshot [Online] At: https://www.youtube.com/user/TheNorthFaceVideo (Accessed on 03/03/15)
180 Visaya, M. (2015) TNF YouTube [Photoshop] In possession of: The author: Epsom.
181 Denim Shorts [Online] At: http://swrve.myshopify.com/products/limited-edition-denim-short?variant=220141258 (Accessed on 18/03/15)
184 Visaya, M. (2015) Yellow Label Logo Square [Illustrator] In possession of: The author: Epsom.
185 Visaya, M. (2015) Yellow Label Twitter [Photoshop] In possession of: The author: Epsom.
191 Visaya, M. (2015) Yellow Label Facebook [Photoshop] In possession of: The author: Epsom.
193 Yellow Label Creation [Online] At: https://instagram.com/p/rIASaGgt1q/ (Accessed on 18/03/15)
194 Visaya, M. (2015) Yellow Label Instagram [Photoshop] In possession of: The author: Epsom.
155. 155
195 Boxpark Twitter [Online] At: https://twitter.com/boxpark (Accessed on 18/03/15)
196 Visaya, M. (2015) Boxpark Twitter [Photoshop] In possession of: The author: Epsom.
197 Boxpark Facebook [Online] At: https://www.facebook.com/boxparkshoreditch (Accessed on 18/03/15)
198 Visaya, M. (2015) Boxpark Facebook [Photoshop] In possession of: The author: Epsom.
199 Boxpark Instagram [Online] At: https://instagram.com/boxpark/ (Accessed on 18/03/15)
200 Visaya, M. (2015) Boxpark Instagram [Photoshop] In possession of: The author: Epsom.
21/03/15)
203 The North Face UK – Find Store [Online] At: http://www.thenorthface.co.uk/ (Accessed on 21/03/15)
204 In photos: the bikes and bike riders of Brick Lane [Online] At: http://www.cyclelove.net/2013/05/in-photos-the-bikes-and-bike-riders-of-brick-lane/ (Accessed on 21/03/15)
206 Visaya, M. (2015) Yellow Label Website [Illustrator] In possession of: The author: Epsom.
193 Yellow Label Creation [Online] At: https://instagram.com/p/rIASaGgt1q/ (Accessed on 18/03/15)
208 Visaya, M. (2015) Yellow Label – Outerwear [Illustrator] In possession of: The author: Epsom.
209 iPhone 6 [Online] At: http://store.apple.com/uk/buy-iphone/iphone6 (Accessed on 21/03/15)
210 Visaya, M. (2015) Yellow Label Mobile [Illustrator] In possession of: The author: Epsom.
211 iPhone 6 - 1 [Online] At: http://store.apple.com/uk/buy-iphone/iphone6 (Accessed on 21/03/15)
212 Visaya, M. (2015) Yellow Label Mobile – Tab [Illustrator] In possession of: The author: Epsom.
212.5 Visaya, M. (2015) Yellow Label Mobile – Outerwear [Illustrator] In possession of: The author: Epsom.
213 iPad [Online] At: http://store.apple.com/uk/ipad (Accessed on 21/03/15)
214 Visaya, M. (2015) Yellow Label Tablet [Illustrator] In possession of: The author: Epsom.
216 Visaya, M. (2015) Yellow Label Blog [Illustrator] In possession of: The author: Epsom.
217 TNF Email – Open Party [Online] At: http://www.socialmail.com/emails/north-face/1291971/open-party-north-face-store-london (Accessed on 23/03/15)
217.3 TNF DJ [Online] At: http://www.frostmagazine.com/2014/10/the-north-face-re-launch-covent-garden-store/ (Accessed on 23/03/15)
217.6 Visaya, M. (2015) TNF Email [Photoshop] In possession of: The author: Epsom.
157. 157
218 Bus Ad [Online] At: http://www.thedrum.com/news/2013/12/16/mentos-mentos-gum-fruitella-and-smint-star-18m-london-based-outdoor-campaign (Accessed on 19/03/15)
219 Visaya, M. (2015) Yellow Label Bus Ad [Photoshop] In possession of: The author: Epsom.
221 Shortlist [Online] At: http://www.henrycavillnews.com/2015/03/shortlist-shares-preview-of-henrys.html (Accessed on 19/03/15)
222 GQ [Online] At: http://www.magastack.com/issue/6882-gq-uk-april-2015 (Accessed on 19/03/15)
223 Bike Etc. Magazine [Online] At: http://sportmagazinepdf.com/sports-magazine-pdf/59916-bikes-etc-magazine---april-2015.html (Accessed on 24/03/15)
224 Urban Cyclist Magazine [Online] At: https://www.facebook.com/UrbanCyclistMagazine/photos/pb.215879068552896.-2207520000.1427212942./465740416900092/?type=1&theater
(Accessed on 24/03/15)
225 Hypebeast [Online] At: http://hypebeast.com/ (Accessed on 24/03/15)
226 Highsnobiety [Online] At: http://www.highsnobiety.com/ (Accessed on 24/03/15)
227 Andreas Kambanis [Online] At: http://andreaskambanis.com/about/ (Accessed on 20/03/15)
231 London Cyclist Screenshot [Online] At: http://www.londoncyclist.co.uk/ (Accessed on 20/03/15)
232 London Cyclist Twitter Screenshot [Online] At: https://twitter.com/londoncyclist (Accessed on 20/03/15)
233 London Cyclist Facebook Screenshot [Online] At: https://www.facebook.com/londoncyclist (Accessed on 20/03/15)
234 The North Face Purple Label Fall / Winter 2013 Lookbook – 1 [Online] At: http://www.hellovancity.com/menswear/the-north-face-purple-label-fall-winter-2013-lookbook/?PageSpeed=noscript
(Accessed on 11/03/15)
235 The North Face Purple Label Fall / Winter 2013 Lookbook – 2 [Online] At: http://www.hellovancity.com/menswear/the-north-face-purple-label-fall-winter-2013-lookbook/?PageSpeed=noscript
(Accessed on 11/03/15)
