Westfield Stratford Business Development Report

EXECUTIVE SUMMARY
AN INTRODUCTION
DISCOVER LCF
DISCOVER WESTFIELD
THE CONCEPT
THE MARKET ANALYSIS
ENVIRONMENTAL ANALYSIS
THE COMPETITIVE ANALYSIS
CONSUMER AUDIT
CONCEPT POSITIONING
PRIMARY RESEARCH
SMART OBJECTIVES
THE BRAND
THE SPACE
PROMOTION
THE COMMUNICATIONS PLAN
OPERATIONS PLAN
FINANCIAL DETAILS
KPI MONITORING
CONCLUSION
REFERENCES & FIGURES
APPENDICES
CONTENTS
04
06-07
08-25
26-43
44-51
52-55
56-57
58-61
62-66
67-69
70-73
74-75
76-77
78-81
82-93
94-95
96-99
100-101
102-103
104-105
106-109
110-114
Figure 1 - LCF Graduate Show

EXECUTIVE
SUMMARY
4 Executive Summary
Figure2-LCFGraduateShow
This marketing report for London College of Fashion and Westﬁeld aims to create and
develop an innovative, creative and commercially viable business development plan
in the trial of a one month retail residency. The research starts from the brand analysis,
delivering both LCF and Westﬁeld’s general background informations. It also provides
an environmental analysis and competitor analysis to look at the current position and
market situation. Moreover, primary research such as survey has been conducted
in order to choose the concept and process for communicating the extension.
Futhermore, consumer research outlines the targeted segmentation and detailed pen
portraits are carried out. This report also indicates the marketing communication plans,
costings for the concept ideas as well as
showing a KPI monitoring of the project.

INTRODUCTION
7Introduction
Figure6-LCFDevelopment
Figure 8 - LCF Logo

LCF AUDIT

University of the Arts London is made up of six
colleges and London college of Fashion is one
of them. It is one of the world’s most renowned
institutions for education that specialise in arts,
design, fashion and communication.
The origins of the London College of Fashion
come from three London trade schools for
women and they are the Shoreditch Technical
Institute Girls School (1906), the Barrett Trade
School (1915) and Clapham Trade School
(1920).
These schools were there to identify the skills
that were needed in the fashion industry and to
train girls in the area of dressmaking, millinery,
embroidery and hairdressing (University of
Arts London, 2017).
Apart from Maths and English, students were
also taught French to use for retail trade. In
1966, the Barrett Street Technical college and
Shoreditch College have merged together
to form the London College of Fashion and
Clothing Technology.
By 1974, there were over 3,000 full time and
evening students registered when the college
itself has renamed as the London College of
Fashion. (University of Arts London, 2017)
THE HISTORY
OF LCF
Figure 10 - Shoreditch Technical
11History Of LCF
1877
1974
2004
2021
182 Mare Street Built
Name Changed To The London
College Of Fashion
Becomes The University Of The
Arts London
LCF Moves To Stratford
Figure 11 - LCF Locations

12 LCF Timeline 13
Figure 12 - LCF History Timeline

14 LCF Core Values 15
1
Through inspirational teaching
we nurture the next generation of
creative leaders and thinkers who
work in responsible, analytical
and ingenious ways. Our strategic
commercial partnerships support
local and global enterprise.
2
Fashion Means Business
In design, we teach a combination
of heritage and radical thinking.
Craftsmanship and new technolo-
gy. Engineering – and in-depth de-
sign research. We teach innovative
ideas first – and then innovative
practice to bring them to life.
3
We nurture every student’s
distinctive voice, teaching them
how to challenge and define the
future of fashion through cutting-
edge media approaches across all
channels: broadcast, print, digital,
interactive, experiential – and
experimental.
4
Fashion can change lives. Through
teaching, specialist research, and
collaborative work, we empower
our students to think differently,
using fashion to examine the past,
build a sustainable future, and
improve the way we live.
We have been nurturing creative talent
for over a century, offering courses in all
things fashion.
LCF
Over70undergraduateandpostgraduate
degrees, and 165 short courses across
every subject.
LCF
Fashion Makes Style Fashion Tells Stories Fashion Shapes Lives
Figure 13 - LCF Students
Figure14-ExhibitionModels
Figure15-LCFSeminar

16 PESTLE Analysis 17
UK has always known for having high quality educational system therefore it has attracted a lot of
students from all parts of the globe. London College of Fashion has a various cultural diversity where
there are multiple students coming from different ethnic background but sharing the same education
platform. Regarding to healthcare, all residents of the UK are eligible for NHS care and
UK’s public expenditure on health is relatively high which helped to maintain the quality and efficiency.
The birth rate of the UK is important as it determines how many students will go to school in the future.
If the birth rate is low which means school will get fewer students and getting less funding from the
government and this will let to the possibility of withdraw some of the courses that is available.
Technology creates a platform in developing the future of the next generation students of UK, such as
the shift from paper based to e-book readers or the changes to standards of equipments are required.
The improvement of technology has upgraded the skills of teacher as well as enhances students learning
therefore it is crucial to understand their present need and creating a smooth path to develop their
futures.
However, high technology costs with relatively long payback periods can reduce uptake of new
technologies and new computer viruses may affect the university operations therefore it is important to
choose the appropriate technology (Britland,2017).
In United Kingdom, all political parties likely to target Higher Education as an easy win for expected
spending cuts. Public policy aspirations to place the U.K as global centre centre of innovation in
the knowledge economy (JISC Edgeless University report, 2015). Therefore, 76.4% is international
student (Search.ucas.com, 2017).
Also 53.8% of the student in LCF is over 21(Search.ucas.com, 2017), it is because the U.K government
public policy on life-long learning - giving access to education regardless of background (JISC
Edgeless University report, 2015). After Brexit, some believe the condition of European studying in
LCF is facing a problem which is because the decreasing direct government funding for HE(Higher
Education), LCF will have to develop new income streams (JISC Edgeless University report, 2015).
Furthermore, the government has taken into account to support families in the low and middle income
by cutting income taxes for them and provided loans. From 2014-15 there were around £7 billion has
been allocated to support lower income households (mitropoulou,2017).
An important legal factor for LCF is data protection, something which has become increasingly important
after the worldwide ‘’ virus in May 2017. LCF have a legal requirement to protect emails, passwords
and account details of their students and staff which totals over 20,000.
If data is lost then the university can be sued and taken to court depending on the size of the data loss.
It would also be negative for their reputation. The investment for secure systems and updates is very high
and the communications team must make sure the systems are of a high grade as the threat of hacking
climate increases.
An environmental factor that will affect LCF as it looks to move to Stratford is the focus on WEEE
regulations, which affect the disposal of electronic equipment. With LCF having over 100 computers
throughout LCF as well as cabling that might need upgrading, it is important that they do not fall fail of
corporate environmental responsibility, or it could affect their reputation.
Green policies that have been set for 2020 by the government for education institutions are a risk that
could affect LCF if they don’t meet them. Institutions have to decrease their emissions by 43% by 2020
and if this not met then there would be fines from the government. LCF have already rolled out of new
energy efficiency measures designed to lower usage, though targets still have to be met.
POLITICAL
ECONOMIC
SOCIAL
LEGAL
TECHNOLOGICALENVIRONMENTAL
PESTLE ANALYSIS
Figure 16 - LCF Students Figure 17 - UK Money Figure 18 - Community
Figure 19 - UAL Workshop Figure 20 - Green Globe

18 Competitor Analysis 19SWOT Analysis
This analysis portrays LCF’s current situation within their market.
It is clear from this SWOT Analysis that LCF has a strong position
in the market with many strengths that can not be removed. They
also have a lot of oppertunities to become stronger and improve
their international postion and status. Threats such as Brexit and
higher rental costs in the UK are things that LCF must prepare for
as they future proof their business.
THREAT OF
NEW ENTRY
THREAT OF
COMPETITORS
BUYER
POWER
SUPPLIER
POWER
COMPETITIVE
RIVALRY
Low threat due to high number of
competitors already
Costs are high to start up a new
university
Brand Identity is hard to build in a
crowded market
Government regulations have to
be met
Threat of new online courses such
as MOOCs
Threat of international universities
in developing countries
More perks given to students in
other university such as sports fa-
cilities
Lots of choices, and students
can pick depending on
previous student satisfaction
LCF is in the top of the market
league tables for Art & Design.
Government decide what fees
universities can charge students
Lots of competitors competing
for league table positions
Satisfaction rates for other
universities are higher
More online courses and
alternativeeducationpathways
are avaliable.
LCF has a strong reputation for
Art & Design
They can use alumni to increase
reputation
Little control on prices but can
choose accommodation prices
rates .
This analysis shows that LCF is strong in the market that they
educate in, but face threats from buyer power. Potential
students now can access international data and statistics
when comparing where to study, they also can choose to
study online, making it important that LCF look to offer more
online short courses. LCF must also work closely with their
international competitors such as Parsons and IFM to attract
additional students.
Figure21-LCFDirector
Figure 22 - Pattern Cutting Students Figure 23 - LCF Student
Figure 24 - LCF SWOT

20 LCF Market Position
LCF MARKET POSITION
The position of LCF against their competitors, shows them as having a
high global inﬂuence, as a result of their strong alumini, who come from
international backgrounds. They’re in the top 7 globally ranked universitys
for art and design, making them a leader in the industry. To get higher LCF
need to increase their student satisfaction and support with graduate careers.
21LCF Positioning Map
Global
Undergraduate
Ranking
Global
Postgraduate
Ranking7 5
Figure 25 - LCF Graduate Work
Figure 27 - LCF Positioning Map

22 LCF Consumer Analysis 23
London College of Fashion provides a large range of courses in Fashion education and it
has one of the largest student bodies with 5,000 students. It offers over 70 undergraduate
courses and postgraduate degree as well as 165 short courses. In 2016, it has stated that
4,500 of them are full-time fashion students and 41% of them are international students.
The student teacher ratio is 20:1 and it is ranked as the 7th in the BA course in 2016. (The
Business of Fashion, 2017)
London College of Fashion provides a large range of courses in Fashion education and it
has one of the largest student bodies with 5,000 students. It offers over 70 undergraduate
courses and postgraduate degree as well as 165 short courses. In 2016, it has stated that
4,500 of them are full-time fashion students and 41% of them are international students.
The student teacher ratio is 20:1 and it is ranked as the 7th in the BA course in 2016. (The
Business of Fashion, 2017). One of the reasons why students chose to study in London
college of Fashion is because of the diversity that LCF.
LCF CONSUMER ANALYSIS
LCF Pen Portrait
Age : 20
Current Location : London, UK
Hometown : Shanghai, China
Education : BA Student
Monthly Spending : £2000
Most Used Social Media : Instagram
Least Used Social Media : Twitter
Female : Tong Crystal
Male : Henrik Pauner
Age : 19
Hometown : Oslo, Norway
Education : A Level Student
Least Used Social Media : Facebook
Crystal is a 20 year old female
living in London as an international
student. She studies Fashion
Marketing at LCF and plans to do
a masters after. Crystal comes from
Shanghai but now lives in Shoreditch. She enjoys the fun creativeness and art
lifestyle that people have in East London. Crystal likes going to exhibitions as well
as ﬁne dining with her friends for her instagram account. She goes to the gym 4
times a week, and spends most of her parents funded income in Selfridges.
Henrik is a 19 year old male,
studying at LCF. He orginally comes
from Oslo but moved to the UK
when he was 12 for his schooling.
Henrik has applied for creative
direction at LCF, and is trying to increase his instagram portfolio, by working on
photoshoots with his friends. Henrik is very chilled out and doesn’t care for ﬁne
dining, but more for those new different experiences. Henrik loves music concerts
and EDM clubbing, as he feels he can explore a new dimesion of creativeness.
Figure 28 - LCF Portfolio Figure 29 - LCF Footwear
Figure 30 - LCF International Students
Figure31-LCFFemaleFigure32-LCFMale

WESTFIELD AUDIT
Figure34-WestfieldStratford

THE HISTORY
OF WESTFIELD
Figure 35 - Westfield Stratford
Figure36-WestfieldDevelopmentFigure37-WestfieldAtNightFigure38-WestfieldHistory

32 Westfield Core Values 33
1
Westfield want to be innovators
and to lead the market they are in
internationally. They look to create
things that are diverse but also
flexible, in order to widen what
they can offer to consumers in terms
of lifestyle and entertainment.
2
Innovation
For Westifled providing the best
customer experience is important
to set them apart. They aim to de-
liver frictionless end to end custom-
er journeys, that are delivered both
digitally and in person, to offer
pain free delight to all customers.
3
Enabling and encouraging
partnerships is a core value of
Westfield. They look to work with
new and exciting retailers but also
push for retailers to work with each
other. This enables Westfield to
meet it’s customer promises.
4
Westfield has a high community
focus and for them they say that it’s
about creating a ‘community hub’.
Working with communities and
talking to consumers to find out
what they want, in order to make
Wetfield part of the community.
We partner with the world’s leading
retailers and brands to create unique
shopping, dining, leisure, and
entertainment experiences.
WESTFIELD
We are focused on innovation and our
digital platform that converges with
our physical portfolio to better connect
retailers, brands and consumers.
WESTFIELD
Customer Experience Partnerships Community
Figure 40 - Westfield Design
Figure 41 - Westfield Mall
Figure 42 - Westfield Billboard

Societal Pressure is crucial to every company and according to Westfield, the creation of local jobs are
their focal points. They have invested £3.5 billion ever since they have entered to the UK market which
have then created 25,000 new jobs in the UK.
It is important for Westfield to provide high level of training to their employees in order for them to
increase their level skills as well as to improve further employability. In 2012, when Westfield Stratford
was launched, they have also partnered with Save the Children in order to support children’s health and
education. (uk.westfield.com,2017)
The use of technology helped customers to access to everything quickly and the shift from using digital
technology platforms has provided a better experience in the retail segment as it has given a better
options for the consumers before they reach to the actual place. The use of the latest technologies for
environmental friendliness has reduced its operational costs as well as giving its operational efficiency
and better use of their times.
Moreover, the amount of time people spend on social media is constantly increasing. It is stated
nowadays the average time of a person will spend approximately two hours a day on social platforms
everyday (Social Media Today,2017).
The U.K is fully open for international investment and its political stability is good for the business, The
U.K is the secondary market being of Westfield, the new markets identified for entry has a reasonable
degree of stability to conduct business. There being free economy the government support is carrying
out expansion to these markets will be easier (Cumbernauld-news.co.uk, 2017).
Brexit brings the uncertainty to the retail market and falls in the international value of the pound sterling
reflect the fact that the future is unclear (Retailresearch.org, 2017). But 5.3% Rate of unemployment, in
September 2015. One of the lowest in Europe. The European Union average is 10.7.
The U.K is the second important market for Westfield, which is doing its best to come out of the
economic slowdown. The foreign direct investment has increased by 9.3% and the unemployment
rate is going down. This reflect that the economy is going well and also the purchasing power parity
has also increased by 2.02% (United Kingdom Retail Report, 2017).
Also 20% is The UK’s rate of corporate tax - one of the most competitive rates not just in Europe, but
also worldwide.
For Westfield they’re legally expected to pay the correct tax but in recent years have been accused of
tax avoidance of over $380million. To keep their reputation and be seen as a responsible company
they need to make sure they’re setting an example to other large companies. Investment into their legal
teams and budgeting would help improve their legal tax position.
Westfield need to make sure when expanding their exisiting malls or when constructing new ones, that
all legalities are followed, such as planning permission. Each country has different rules so it is importat
that their legal teams are focused on this.
Westfield already has a strong environmental position with 0% of their waste going to landfill as well
as rainfall harvesting. The main risk for Westfield is to make sure that all stores that become apart of the
Westfield brand treat the environment with the same care.
Westfield ensures this by contracts that are signed when brands join Westfield and the communications
team monitor this to make sure that Westfield continues to lead the industry environmentally.
POLITICAL
ECONOMIC
SOCIAL
LEGAL
TECHNOLOGICALENVIRONMENTAL
PESTLE ANALYSIS
34 Westfield PESTLE Analysis 35
Figure 43 - Consumer Figure 44 - Interest Figure 45 - Local Community
Figure 46 - Magic Mirror Figure 47 - Westfield Concept Figure 48 - Tax

36 Competitor Analysis 37SWOT Analysis
This analysis portrays Westfield’s current market situtation, which is
fairly balanced. Westfield benifits from a strong international brand,
and the ability of location and transport links to get high footfall.
Alternatively they do have the threat of bad PR and changes to taxes
as a result of things such as Brexit. Westfield does though, have the
oppertunties to diverse into luxury brands and work with new markets
in Asia to expand into growing countries.
THREAT OF
NEW ENTRY
THREAT OF
COMPETITORS
BUYER
POWER
SUPPLIER
POWER
COMPETITIVE
RIVALRY
Threat of new entry into the UK
by other competitors such as ION
and IPC.
More online multi-retailer web-
sites, selling larger ranges.
High costs for start up as well as
planning for building
Threat of retailers working with
other competitors and ending con-
tracts with Westfield
Selfridges could build a second
mall in Stratford
Competitors offering sales and
deals to take away consumers
Consumers can choose to shop
closer to home
Many brands to choose from
and new drive for flagship
store purchasing
Bad press can make buyers
move to different retailers
Strong competition from online
retailers with more deals and
offers
Higher rents and costs for
operation
Monitoring of customer service
throughout retailers is difficult
International brand and
reputation
Strong power to offer good
deals, due to current market
position.
Have profits to re-develop as
well as for trial and error
This analysis shows that Westfield has
a strong market position but could
easily be swayed by consumers who
are changing the way they shop, and
by their retailers who could reconsider
contracts once they’ve ended.
Higher rents in London will mean
that expanded requires more capital
and competition from international
competitor, who benifit from currency
rates, could move into the UK market.
Figure 49 - Compeitor Analysis
Figure 50 - Westfield Foodhall
Figure 51 - Westfield SWOT

38 Westfield Market Position
WESTFIELD MARKET POSITION
39Westfield Positioning Map
Westfield Stratford is positioned in the middle of the market in terms of
luxury and quality. For Stratford this is a good position to be in because
of the demographics and likewise for the slightly more upmarket Westfield
London. Westfield are in an area with less compeition in London, with more
multi-retailers opting for a more upmarket approch. Westfield could increase
there service position by having more personal shopping and information
dkesks, located throughout the mall.
Figure 52 - Westfield London Night
Figure 53 - Westfield Range Rover
Figure 54 - Westfield Positioning Map

40 Westfield Consumer Analysis 41Westfield Pen Portraits
Age : 21
Hometown : Shanghai, China
Education : BA Student
Female : Yu Fang
Male : Jordan Delapa
Age : 17
Hometown : Essex, UK
Education : A Level Student
Least Used Social Media : Snapchat
Jordan is a 17 year old male, who
is living at home with his family. He
is hoping to move out when he goes
to university. He currently works in
Topman at the weekends to save money. Jordan works in Westfield and spends
more of his time shopping there with friends, as he lives in nearby Essex. Jordan
spends £100-200 on clothes each month and the rest on socialising with friends.
He plays on his Xbox in his spare time as well as going to the gym, he enjoys
posting his fitness updates on Instagram.
Fang is a 21 year old female
student studied at Kings College
London. She is from China and
has been in the UK 2 years. She
loves to mix high-street and luxury
fashion together, to give her a unique style. She doesn’t work but is supported by
her parents, she lives in Stratford so that she is closer to school. Fang eats out at
Westfield and sometimes shops there when needing something new urgenty.
With over 250 stores and 70 restaurants
at Westfield, the shopping centre has 47
million footfall with £1.15 bn of sales. For
the shopper statistics in Westfield, 20% of
them are at the age of 18-24, 28% are
between 25 -34 years old and 20% are
35 - 44 years old. It has a mixture of retail,
leisure and dining through in the centre
(Assistant, 2017).
Westfield has used a various ways in order
to enhance the shopper journey such as
testing an app that include remote parking
access, food ordering and product search.
As the use of technology is constantly
developing therefore it is critical to keep
up with the trends. With the use of virtual
technology, it will help the shoppers to
visualise and understand what type of
products and services they desire and fit
them (Uk.westfield.com, 2017).
Figure55-WestfieldConsumerFigure56-WestfieldShoppers
Figure57-WestfieldShoppers
Figure58-WestfieldFemaleFigure59-WestfieldMale

THE CONCEPT
Figure61-ChanelMirrorMaze

46 Concept Introduction 47
The LCF Wardrobe is the newest way of
an exhibition, a virtual experience that
showcasesthealumni’sworkofLCF,through
a virtual mirror maze. Users will enter the
floor to ceiling mirror maze and work their
way around, some mirrors will be magic
mirrors that show the user virtually wearing
outfits designed by LCF alumni and also
brands within Westfield, and there also will
be interactive mirrors that show facts about
LCF and their courses. There will be two
points at which users can go wrong and
these will be open live workshop areas, for
users to interact with students and staff or
LCF.
LCF stands for Creative, Style, Innovative
and Professional, Therefore LCF Wardrobe
showcases selected 10 alumni’s work in
both display and interactive ways. An
interactive way will be having a smart
device showing the process of making
the item from sketch the idea, drawing it
out, making it to produce it, and a video
of interviewing the designer about what
he/she has experienced in the industry
after graduated from LCF. A virtual mirror
maze will create an interactive experience
that brings to life LCF Alumni work and the
courses which are available.
Westfield is the leader in retail, they
focus on experience and use the newest
technology and the most innovative idea in
their business, LCF Wardrobe is the same,
Figure62-MirrorMazeFigure63-NeonSignage
Figure 64- Colour Mirror Maze
For alumini see Apendix 1.

THE MARKETING MIX
49The Marketing Mix
Product :
Price :
Our product is the LCF wardrobe where it will provide a virtual experience
to showcase the alumni work of LCF. The work will be presented through
a virtual mirror maze and there will be open live workshop area for users
to understand more and interact with students and staff of LCF.
We would also like to focus on experiences where visitors can have fun
but at the same time learning about LCF and Westﬁeld.
The entry of the LCF wardrobe will be
open for public with free of charge as
our aim is to let the visitors to get to
know more about LCF and Westﬁeld.
Figure 65- Westfield London
Figure66-MirrorMaze
Figure 67- Neon Free Sign

50 The Marketing Mix 51
Place :
Promotion :
Process :
Physical Evidence :
The LCF Wardrobe will bel held in a
1,800 sq ft space at the Westfield
Stratford shopping centre of a one
month retail residency.
Westfield is located in a vibrant
area of multi-cultures making it a
place to attract consumers from a
diverse variety of backgrounds.
The users will enter the floor to ceiling mirror maze and work their way
around. There will be magic mirrors to show the user virtually wearing
outfits that designed by LCF alumni and others will be interactive mirrors
that show the facts of LCF and courses that they offered.
Inside the LCF wardrobe, it will mainly
be in dark grey colour with neon lights
under it. We will also be collaborating
with stores such as L’Occitane, Lush
and Neal’s Yard in order to create a
sense of smell around the whole LCF
wardrobe.
The sense of smell will change each
week within the one month and visitors
would be able to purchase it from the
stores if they like it.
See Communications Plan.
Figure 68- Westfield Plans
Figure 69- Westfield Billboard
Figure70-HermesMirrors
Figure71-NealsYardProducts

MARKET ANALYSIS
53Market Analysis
U.K. is the 5th largest economy in the world, its population has increased
1.04% since 2014, the UK market opportunity report shows the rate of
growth of consumer spending on fashion and beauty has increased 28%
in 2010 - 2015, it is the largest increase rate in Europe (Pure London,
2017). And believe it will increase 12.89% by 2020.
Stratford is the primary retail, culture and leisure centre of east London.
It is also the second most signiﬁcant business location in the east of the
capital. the population in 2011 is 51,387. In 2016, Westﬁeld Stratford
City had 47 million and 1.15 billion of sale.
Figure 71- Interactive Mirror
Figure 73- Westfield Mall

54 Market Analysis 55Market Analysis
Key Market Drivers:
1) Increasing number of student living in Westﬁeld.
In 2021, London College of Fashion and University College London moving
to Stratford, which means 11,315 of LCF student and 39,473 of UCL student
will be travel to Stratford daily.
2) Increasing demands of virtual reality experience.
65% of the U.K Millennial is looking forward to experience virtual reality in
retail (Intelligence, 2017).
3) Increasing retail spending.
The UK Fashion Market Report pointed out, the sales of retail has increased
4.5% than last year (Pure London, 2017).
4) Improvements to transport and infrastructure.
By2019,theCrossrailwillstartElizabethlinefromStratford(Crossrail,2017).
This will make it easier for customers from inside London and its surrounding
Figure 74- LCF Stratford Design
Figure75-AnsoffMatrixFigure76-BostonsMatrix
Figure 77- LCF Stratford Interior
Figure 78 LCF Stratford Design

ENVIRONMETAL ANALYSIS
Art and cultural industry are becoming an increasingly important in the United
Kingdom as cultural industry has made a significant contribute to economic
development such as in tourism. The aims of exhibition are brand awareness and
brand preference and it can be achieved through the interaction and experience
of the brand with audiences.
With the development of various technologies, it is noted that younger generations
tend to be highly connected to the digital world as well as their mobile devices.
Virtual reality technologies offer a powerful new digital growth channel and it has
become a persuasive channel for brand-consumer interactions.
Brands and companies use virtual reality to harness the power of storytelling to
attract their consumers. Moreover, it is important to take into consideration if the
materials and production techniques are made with ecological friendly equipment
or not. (The Huffington Post, 2017)
Furthermore, it is important to consider about the energy saving ad climate
changes, as environmental elements are significant in strategic planning.
57Environmental Analysis
Figure 79 Westfield
Figure 80 LCF Stratford Design

COMPETITIVE ANALYSIS
THREAT OF
NEW ENTRY
THREAT OF
COMPETITORS
BUYER
POWER
SUPPLIER
POWER
COMPETITIVE
RIVALRY
High cost of investment needed
VR Mirrors Becoming more
popular
More tech companies creating VR
Technology
Threat of more retailers using It in
their stores
Other multi-retailers such as
Selfridges and Harrods could
introduce VR
Retailers within Westﬁeld could
also adopt VR
Small number of customers
aware of VR technology
Not aware of how to use the
technology
More consumers later in the
lifetime stages, slow at picking
up
The speed at which VR will
grow with consumers
The cost that VR is supplied to
buyers
Retaining consumers through
VR experiences
Little customer loyalty due to
being new technology
Little competition, only from
large brands
There are few other exhibitions
in London using that are using
VR
This analysis shows that the LCF Wardrobe
is in a new market that is growing and
therefore the threat of new entry is very
high from current competitors. The cost of
VR currently is very competitive which is an
advantage for the concept but in the future
the power of buying might be less. For
consumers many are still learning about
the development of VR, the LCF wardrobe
is a chance to show millenials and other
shoppers how VR can beniﬁt them, for
education and pleasure.
59Competitive Analysis
Figure 81 VR Retail
Figure 82 - Concept Competitor
Figure 83 - Tap Mirror

This analysis portrays the LCF Wardrobes position as a result of
market analysis. The experience will have strengths in being new
and innovative, as well as having a strong millenial focus. But will
be threatened by other compeitiors using the technology in their own
stores, throughout the Westﬁeld shopping mall. The concept will have
the oppertunity to be implimented in all Westﬁeld malls internationall,
but will be weak while product diffusion is still slow.
61Concept SWOT Analysis
SWOT ANALYSIS
Figure 85 - Concept SWOT

CONSUMER AUDIT
For the consumer target market of the LCF Wardrobe, many visiters are expected to be those
who are early adopters and those who are part of the early majority. Are millenial market are
part of the early stages in terms of fashion retail and therefore this should reﬂect into the early
stages of VR in a shopping mall. Our focus on a fun concept will help to persuade those who
have not tried VR before to take part.
63Concept Consumer Analysis
The Consumer
Figure87-WestfieldCrowds
Figure 88 - Diffision Model

With the target market for the concept being those aged 16-24, the needs of the
market is an experience that is affordable or low priced. Many of our market will be
current students or those looking to become students. With this in mind, our concept is
free for entry to be more attactive to our segmented market. The concept must also be
age and gender appropriate and therefore through RFID tags, the mirrors will know
which outfits to show the user wearing.
Many of our consumers will be coming to try the latest fashion from LCF alumni
and Westfield brands. Consumers of 16-24 generally purchase from themselves and
therefore the fashion needs to be expressive and a risk of the concept is reflecting
users personalities to gain conversions.
SEGMENTATION
TARGETING
64 Consumer Analysis 65Pen Portraits
Age : 17
Hometown : London, UK
Education : College Student
UK Male : Harry Whiston
Harry is 17, living in London. He lives with his parents and siblings at their home in Can-
ada Water. He is currently studying graphic design at college, and is now looking at
options for university undergraduate courses. He would like to persue a creative career
due to his diffculty with writing. Harry prefers to learn creatively and therefore enjoys
online learning.
Harry has a passion for photography and a very strong instagram following, making
him often work for brands. Harry spends most of his spare time either studying or hang-
ing out with friends in Shoreditch and Stratford. Harry spends £100-200 on clothes
each month and the rest on experiences or local concerts with friends.
Figure 89 - Westfield Bridge
Figure90-ConceptMale

CONCEPT POSITIONING
International Female : Anya Cherdu
Figure91-ConceptFemale

69Concept Positioning68 Concept Positioning Maps
This positioning maps for the concept, show the market position
that the LCF Wardrobe should be when it launches. Compared
to other brands which have recently offered or do still offer
digital experiences, the concept is positoned strongly. In terms of
education is teaches at the same time as being a social experience
for millenials, as well as being fun through interactiveness.
If the concept was to not attract millenials then it would make the
experience less social as a result and therefore strong marketing
to the core of millenials is important.
Figure 93 - Concept Positioning 1 Figure 96 - Concept Positioning 2
Figure 94 - Magic Mirror
Figure 95 - Suit Magic Mirror

PRIMARY RESEARCH
71Primary Survey Results
Figure 98 - Primary Surveys 1

72 Primary Survey Results 73Primary Survey Analysis
Figure 99 - Primary Surveys 2
Figure 100 - LCF Photoshots

SMART OBJECTIVES
We want to increase the percentage of millennials
shopping at Westfield, by 20% in the month of our
experience being live. We will monitor this through
current exit and entrance surveys conducted by
Westfield.
We also want to increase interest of the LCF brand
and will monitor this through new visits to the LCF
website over 3 months starting from when the
experience begins. We will set a target to increase
visits by 25% in a year on year comparison to 2016.
The LCF Wardrobe aims to increase the conversion
rate of visitors that go to Westfield through social
persausion. We want to increase social conversion
by15% duringtheexperiencebeinglive,compared
to the 2 months preceeding the launch. This will be
monitored social media location tagging.
75SMART Objectives
1
2
3
Figure102-MagicMirror

THE BRAND
77The Brand
Logo Design
Core Focuses
USP
Through a fun virtual mirror maze and
subconscious learning, our experience
assists millennials in discovering new
dimensions of fashion, alternative life
pathways, and shows them what they
can become if they study at LCF.
What makes the concept unique is that
this has never been done before, it is
a new way for consumers to browse
multiple retailers and be educated in one
experience while still being able to have
fun and focus on their social media, by
taking photos in the mirrors for platforms
such as Instagram.
To help millennials discover a new
pathway
To create a fun experience
To showcase the future of technology
To show how different industries can
work together
Figure 103 - Makeup Mirror
Figure 104 - LCF Wardrobe Logo
Figure 105 - Concept Workshop

THE SPACE
79The Space
Figure 106 - Concept 3D Design
Figure107-ConceptFloorPlan
Figure 108 - 3D Floor Plan

80 Space Design 81Space Design
Figure109-ConceptDesignFigure110-ConceptWorkshopDesign

OFFLINE PROMOTION
83Offline Promotion
Magazine Advertising
Pigeons & Peacocks is a magazine published by London College of Fashion,
P&P is very unique the industry, with an individual style and independent at-
titude, a platform for the emerging talent, the new taste creators and future
voices of the market.
Target Audience: Arty and creative audiences, the emerging talent, the new
taste makers and future voices of the industry.
Feature: Interview with two exclusive alumni J.W Anderson and Jimmy Choo
with a full page campaign.
Cost: Own Media
Figure 111 - Westfield Billboard
Figure 112 - Peacocks Magazine Design

84 Offline Promotion
Billboard Advertising
Westﬁeld has over 40million visitors
each year and this is set to grow with
the redevelopment of Stratford after the
games (Cahill, 2016).
Using the billboards inside the shopping
centre and a crucial part in attracting
more interest and footfall to the event. It
also allows LCF to access a market that
they would not be able to easily attract
otherwise.
AccordingtoaForbessurvey,58%learn
about an event they were interested in
attending due to billboard ads (Forbes,
2011). We will use billboards to attract
new markets to the experience.
85Offline Promotion
Tube Advertising
Tube Lines For In Tube Adverts :
Jubilee & Central Lines
Stations For Billboard Adverts :
Stratford, Straford International, Bond
Street & Liverpool Street
Figure113-WestfieldBillboardDesign
Figure 114 - Westfield Location Design
Figure 115 - Inside Tube Advert
Figure 116 - Platform Billboard Design

ONLINE PROMOTION
87Online Promotion
Email Advertising
Timeout Magazine
Time Out is a go-to guide on what’s happening in the city and where to do it. They
inspire and enable people to navigate the extraordinary array of choices availa-
ble to them.
Target Audience: 53% of their audience is age 15-34 and 61% is female, their
readers visit an art gallery 2.7 time per year.
Feature: home page Billboard and Medium Rectangle advertising.
Cost: Billboard
(970x250 /
900x250) -
£35cpm (ATF)
MPU1
(300x250) -
£25cpm (ATF)
(Timeout.com,
2017)
Figure117-LCFGraduateWork
Figure118-EmailMarketing
Figure119-TimeoutMagazineDesign

88 Online Promotion
Website Banner Adverts Snapchat Geofilter
89Online Promotion
Facebook Adverts
Instagram Adverts
A Snapchat geo filter will be available to
use during the launch event as well as in
the 4 weeks when the exhibition goes on
live. Everyone will be able to use the filter
in the whole of Westfield in order to at-
tract people to go and visit the exhibition
during the time.
Instagram will be used to announce the
launch of the LCF wardrobe in both West-
field and LCF official account. Sponsored
advertisement will be carried out and pic-
tures will constantly be uploaded to keep
the exhibition updated.
Sponsored advertisement on Facebook
will be carried out and contextualise story
of the LCF wardrobe will be released. Up-
dates of the exhibition on official accounts
to engage with the audiences.
Youtube
We will be inviting well known interna-
tional as well as UK Youtubers and blog-
gers to come to our launch event. We will
be sending invitation cards to Youtubers
and Bloggers such as ImJennim, Zoella,
InTheFrow and Chiara Ferragni to join our
launch event
Figure120-LCFBannerAd
Figure 121- Westfield Banner Ad
Figure122-InstagramAdvert
Figure123-SnapchatGeofilter

THE LAUNCH EVENT
91The Launch Event
Figure 124- Mirror Store
Figure 125 - Launch Graphics
Figure 126 - Launch Graphics

92 Launch Event 93Launch Event
Launch Event Guests
Alexandra Shulman
Editor In Chief Vogue UK
Jimmy Choo
Director Jimmy Choo
Francis Corner
Director of LCF
Jim Nelson
Editor In Chief GQ
InJennim
Zoella
Chiara Ferragni
Bloggers
Figure 127- Launch Invite Design
Figure 128 - Zoella
Figure 129 - Jimmy Choo
Figure 130 - Chiara Ferragni Figure 131 - Jenn Im Figure 132 - Alexandra Shulman Figure 133 - Francis Corner Figure 134 - Jim Nelson

COMMUNICATIONS
PLAN
95Communications Plan
Figure 135 - LCF Graduate Work Figure 137 - Bespoke LCF
Figure136-CommunicationsPlan

THE OPERATIONS PLAN
97The Operations Plan
Figure 139 - Operations Plan

98 GHANT Chart 99
Figure141-GhantChart

FINANCIAL DETAILS
101Financial Details
Figure 142 - Westfield At Night
Figure 144 - Duchess of York LCF
Figure143-FinanceCosts

KPI MONITORING
KPI Monitoring
Exit & Entrance Surveys
RFID Tags issued
Google Analytics
Website Visitors
Ask sign ups where they heard about LCF
Social Media Location Tagging
Live Video Tagging
1
2
3
103

INTERNATIONALISM
& THE FUTURE
Internationalism & The Future
Figure 146 - LCF Stratford Design
Figure147-WesfieldUSAFigure148-WesfieldUSA
104

CONCLUSION
Conclusion
105

Westfield Stratford Business Development Report

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