Universal Works Stage 2

7/28/2019 Universal Works Stage 2

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U N I V E R S A L W O R K S

+

G L I M P S E

JADE BARLTROPN0 3 5 6 5 2 7


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CONTENTS

1. Introduction

2. Methodology

3. Target Consumer

4. Aim

5. Strategy- Glimpse

6. Online

7. Of line

8. Future Recommendations

9. Conclusion

10. List of Illustrations

11. Reference List

12. Bibliography

13. Appendix

P. 4-7

P. 8-11

P. 12-17

P. 18-19

P. 20-25

P. 26-45

P. 46-57

P. 58-63

P. 64-65

P. 66-68

P. 69

P. 70-72

P. 73-85

Fig 1, Nottingham Universal Works, 2013.

Word Count- 2157


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INTRODUCTION

1.Fig 2, Universal in store, 2013.


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The brief for this project, which has been set by UniversalWorks (UW) a newly formed menswear brand establishedin 2008, is to design an innovative way of supportingthe brand to expand its retail presence and increasesales. Working with fellow students, Natasha Arnold andSophie Boyd we established in stage one that UW shouldconcentrate on telling their brand narrative of

u t i l i t a r ianunders ta tedand qua l i ty

through different channels of communication as this willbe the best opportunity for the brand to grow, impact andreach new consumers. Being a small brand consisting of only eight members of staff (see appendix 13.6) , some of whichare related led to a feeling that communicating the brandsethos would be a poetic and real way for people to get under the skin of the brand and learn what it is about.

The group discovered in stage one that UW communicatesmany in luential insights, not only in fashion but also inculture as and when they can. This is mainly done throughits online journal, however the journal along with thewebsite is somewhat lacking in digital innovation andconsistency, and needs to be updated which is the focus of this report and visual outcome. UW needs to make theirwebsite more visually engaging in order to offer somethingnew to the consumer and visualise a way to stronglycommunicate the brands narrative. Updating the journalthrough the strategy Glimpse which is mentioned laterin the report, will hopefully not only keep people on thewebsite but also increase consumer footfall in-store.


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METHODOLOGY

2.

PRIMARY RESEARCH

+

SECONDARY RESEARCH

Fig 3, Rochelle Canteen, 2013.


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The group carried on researching after stage one howeverfor this report research was mainly done in the form of primary as opposed to secondary. Contact with David

Holden was the most important as he was the male that the group were going to ilm. Set locations were just asimportant so the ilm could be easily storyboarded at alater date.

DATE METHOD SAMPLE PURPOSE APPENDIX

March-May 2013

InterviewConversation

David Holden The group emailed David to ask him if it would be possible to film him o n hisdaily journey for the final visualoutcome. This was a success as wewere able to film him at a later date.

See 13.3

March2013

InterviewQuestion

30 males aged20-30 fromNottingham andLondon

We asked the question what doesactive mean to you? This was done t ofind out their interpretation of theword active. We were happy with theresponses as they suggested it beingboth mentally and physically.

See 13.4

09/04/13 InterviewQuestion

30 males aged20-50 fromNottingham andLondon

We asked the question if you andyour friends were to partake in anactive event what would you like it tobe? This helped to define what activeand social community males wouldlike to be part of and if consumerswould get involved in the cyclingevent that will be held after the film.The top 3 results were Running,Cycling and Football. This was done inthe form of a tally, so they simply hadto pick an activity from the list provided.

See 13.5

12/04/13 Photography Locations forthe film

Photos were taken previous to theshoot to ensure that when filming onthe day it would run smoothly to get the best outcome possible.

-

16/05/13 EmailConversation Lauren Garner The group emailed Lauren to get thenames of all the members of staff that worked for UW. This was done toensure the group knew who theywould be filming for the futurerecommendations. UnfortunatelyLauren did not reply however we didget the names of the staff from DavidHolden.

See 13.6

Fig 4, Lambs Conduit Street, 2010.

Fig 5, Methodology Table, 2013.


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13

TARGET CONSUMER

3.

Fig 6, Universal Products, 2013.

Fig 7, Opening Party, 2012.


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Stage one identi ied the Universal consumer of the

the inner city upwardly mobile consumers- those activelyrequiring outdoor performance wear. This consumer is anenergetic, practical and humble male who is open-minded,

culturally aware and has interests outside of fashion.

urban act ive man:

Fig 8, Nikes, 2013.Fig 9, Davids Travel Bag, 2013.


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Primary research was conducted (see appendix 13.5) asking the question:

what doesact ive mean

to you?in order to ind out if consumers felt it went beyondphysical activity. A response was, active means to

constantly be on the go, whether its physically or mentallyor simply being in pursuit of something. Active to me

means being lively and alive in your everyday activitiesand thoughts Jonah. A Key consumer of Universal their

thoughts and visions match withthe brand values of UW.

being lively and al ive in

your everydayact iv i t ies and

thoughts


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AIM

4.

COMMUNICATE THEBRANDS NARRATIVE

BOTH ONLINE ANDOFFLINE TO STRENGTHENTHE RELATIONSHIPBETWEEN THE BRANDAND CONSUMERTO ENCOURAGEBRAND LOYALTY ANDINCREASE SALES

Fig 10, Universal Scarf, 2013.


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STRATEGY

5.

UNIVERSAL WORKS

+

GLIMPSE

Fig 11, Jorritt, 2013.


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Glimpse will provide authenticity and depth to thebrand and a way to be more direct to consumers.

Film is on an on trend communication strategy and hasbecome one of the top forms of communicating to a target audience (Ruffell, 2011: online) which has been noted in WGSNs2012 marketing trends for 2013 as a place for creativityand sharing. The ilms will be a visual vehicle that improvesthe journal as a way of promoting the brands narrative.

However to ensure that all channels of communicationare used in order to meet new and existing customerseach ilm will be followed up with a genuine product recommendation. This recommended, universal pieceof clothing will be showcased online and taken of lineand in store to encourage store visits and further sales.After each ilm there will be a followed up event that people can attend, a place to experience and learn newthings. This allows consumers to become a part of thebrand and a place to start building a community whichis a core value of Universals.

U N I V E R S A L

WO RK S

G L I M P S ESERIESOF FILMS

PRODUCTRECOMMENDATION

O U T C O M E NEWEXPERIENCE

INCREASEDSALES

FUNCTIONALACCESSIBLE

COMMUNITY EXPANDEDRETAIL PRESENCE


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GRAINYSIMPLE

OFF COLOUREXPOSURE

HONEST

Fig 16, Film screenshots, 2013


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The ilm shows David cycling from A to B whilst stoppingat some of his favourite places on route which consist of Rochelle canteen and Artworks bookshop where hepurchases his monthly read of the Monocole.

Fig 18, David ilm screenshots, 2013.


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A brand is better off with a loyal,long-time fan base built on a

common interest than with thesingle sale a visit to a product page

might produce.(Wegert, 2013: online)

Throughout the ilm David is speaking over it to give addedcontent about his style, reasoning for cycling in London,what he did before working at UW and his point of view,thoughts and visions of Universal Works which viewerscan start to relate to. It also begins to build a reputationand awareness of the brand. An emotional and meaningfulspoken piece of content that will allure consumers in, makethem want to carry on watching and get excited for thenext ilm. The brand is doing more than broadcasting theirmessage through ilm and instead is offering consumersthe chance to delve into their personal interests whichprovides a different service that goes above and beyondselling products.


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To ensure the ilm does more than provide beautifullydesigned visual content each individual ilmed will alsogive a recommendation on a piece of clothing that theysuggest is their favourite item from the collection, whichmakes the overall strategy more personal and special asconsumers can understand more about David and hispersonal tastes. The recommendation will be designedonto a swing tag and attached to the item of clothing.This recommendation will then be located on the journalunderneath the ilm with a click to buy link taking themdirectly to the website to purchase the item. This will takethe consumer on a journey and allow them to spend moretime interacting with the brand and website which willhopefully increase further sales.

Fig 20, Journal mock up1, 2013.

Glimpse showcased on the journal


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David Holden from Universal Works on Vimeo.

Glimpse is a small series of lms looking at thelives of each individual that make up UniversalWorks, providing aspirational and experientialstories. Using the individuals that work at UWthat mirror universals brand core values ofskilled, real, soul and unique will allow the lmsto create a compelling story of the brand. Eachlm will show the different journey and lifestyleof the individual, an intriguing prospect for theoutside consumer and a way for them to experienceand understand the brands narrative on a morepersonal level.

The Universal Works Raglan Sweat is a slimeddown version of your favourite old sweatshirtthat youve had for years. Dave recommends thisuniversal, comfortable sweat as an everyday keyitem that can be paired with pretty much anythingin your wardrobe.

The Universal Works Raglan Sweat is a slimed downversion of your favourite old sweatshirt that youvehad for years.This style has been updated with areverse of the loopback fabric on the front and backwith a cream ribbed side panel detail.Its saidthat the Raglan sleeve was named after Lord Raglanwho at Waterloo was wounded and had to have his armamputated, hence he needed his tailor to come up witha new sleeve shape. At the end of his surgery he toldthe orderly not to take his arm away until he hadremoved a ring that his wife had given him! How

Universal Works Grey Marl Raglan Sweatshirt In360 Loopback

Fig 21, Journal mock up2, 2013 Fig 22, Journal mock up3, 2013.

Glimpse and product recommendation showcased on the journal Dave recommends swing tag on the product


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OFFLINE

7.

Fig 23, Millican x Universal, 2013.

Fig 24, Universal clothing, 2013.


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The group have also decided to use of line promotionalstrategies to ensure all new and existing consumers aretargeted. The aim of this is to take what Glimpse offersonline and execute it of line to start

building acommunity

that brings like-minded people together. Each ilm will befollowed up with an experiential event that acts off theinterests mentioned in the ilms to connect people whoare proactive and sociable, which is a key target consumerof Universal. These events will be a place where a groupof people can meet and begin to learn more about eachother and the individual ilmed. It will be an opportunityto create new experiences that can be associated with thebrand so that consumers can learn more about UW.

The consumers participation in the creation of the storydemonstrates the power of inviting your audience tointeract with your brand, giving them a story so powerfulthey will choose to share it themselves. (Robertson, 2012: online)This allows consumers to get more from the ilm which willhopefully bring consumers closer to the brand and increasebrand loyalty.

Fig 25, Universal hats, 2013


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As mentioned there will be a swing tag attached to therecommended item which will be designed with clarity tocapture the story of the ilm in store. Using Universals logoand the catch phrase Dave recommends the swing tag willbe seen on the product in store to push product sales. It also gives consumers the chance to speak to David face toface about his reasoning for the recommendation and othergarments that may go with it to further sales.

To understand what the event is there will be a on brand,on trend visual pack that follows on from each ilm that promotes and explains the idea that Sophie and Jade havedesigned. Here is some visual inspiration that in luencedthe group in to the design of the inal outcome.

D a v e r e c o m m e n d s

SIMPLEAUTHENTIC

HANDMADE

Fig 26, Swing tag mock up, 2013.

Fig 27, CSA Identity, 2013.

Fig 28, Layer, 2011.

Fig 29, Identity, 2012.

Fig 30, Handcrafted, 2013.


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The irst visual pack that follows on from the ilm of David Holden will include a short pro ile card about him,his interests and hobbies. Along with this there will bean event invitation inviting consumers and giving themthe opportunity to come down to UW and cycle Davidsroute with him, brining like-minded consumers togetherto create a community and experience beyond the brand.They do not necessarily have to cycle the route at that moment in time but can learn about the places David likesto visit. So that consumers can cycle the route the visualpack will include a map with Daves route and pit stopson which allows them to follow his tracks and experiencenew places of London. The authentic, hand crafted,clean designed on brand visual pack will be slipped in toshopping bags.


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Fig 31, David bike, 2013.


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FUTURE RECOMMENDATIONS

8.

Fig 32, Universal grooming, 2013.

Fig 33, Spring time, 2013.


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The reason for Glimpse and its events that follow is to bringa community of interesting people together with sharedinterests, whilst also allowing them to take a glimpse intothe history and current understanding of the UW staff. Theilms are a way of promoting and communicating a lifestyleof the brand to ensure the end users experience is

a journey andnot just a

leeing visit.

The visual outcomes will make the brand stand out from itscompetitors as it offers consumers the chance to really get involved which will hopefully increase consumer loyalty asthey start to

become part of the brandscommunity .


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To measure the success of Glimpse it will be accomplishedby looking at the number of people that attend the events,which will hopefully increase as more ilms are released.Universals Facebook and Twitter pages will indicatewhether more people are liking the pages and sharingthe ilms. To see if the ilm is pushing sales on the product recommendation online, it will be achieved by looking at how many consumers have used the click to buy link fromthe journal. Measuring the success in store will simply bedone by looking at the number of garments sold since thelaunch of Glimpse.

If the group had more time the next individual would havebeen ilmed and an event designed. The second ilm wouldbe of another member of staff from UW so that it followson logically from David Holden. There will be eight ilmsin total, one for each member of staff which will happenmonthly. Using the staff from UW in the ilm gives a lastingmemory of the brand which will take UW above andbeyond its competitors.

Fig 34, Team UW, 2013.


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CONCLUSION

9.

Further de ining the Universal consumer through the use of Glimpse and the communities it builds will make it easierfor UW to know who they are targeting. This will allowUniversal to design products and services around theirlikes and interests which will increase sales and expandits retail presence which was the brief set for this project.Having extra thought-provoking, in luential content onthe journal makes it more interactive and provides theconsumer with a whole rounded brand experience and aninsight in to the making of Universal Works, the staff andtheir journey to the brand which has led it to its success.

Fig 35, UW Holiday polo, 2013.


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LIST OF ILLUSTRATIONS

10.

Fig 36, David cycling to UW, 2013.

Fig 1, 2013. Barltrop, J., Nottingham Universal Works [photograph].

Fig 2, 2013. Group photo, Universal in store [photograph].

Fig 3, 2013. Arnold, N., Rochelle canteen [photograph].

Fig 4, 2010. Edwards, Y., Lambs Conduit Street. Travels with clara [online]. Available at:http://www.travelswithclara.com/2010/05/london-lambs-conduit-street.html [Accessed 16 May 2013].

Fig 5, 2013. Barltrop, J., Methodology Table [table].

Fig 6, 2013. Barltrop, J., Universal products [photograph].

Fig 7, 2012. Universal Works, Opening Party. Facebook [online]. Available at:https://www.facebook.com/photo.php?fbid=352010978208211&set=pb.197622896980354.-2207520000.1368804749.&type=3&theater [Accessed 19 May 2013].

Fig 8, 2013. Anon, Nikes, Thenextdoor [online]. Available at: http://www.thenextdoor.fr/ [Accessed 15

May 2013].

Fig 9, 2013. Universal Works, Davids Travel BG. Facebook [online]. Available at:https://www.facebook.com/photo.php?fbid=448987678510540&set=pb.197622896980354.-2207520000.1368977436.&type=3&theater [Accessed 19 May 2013].

Fig 10, 2013. Group photo, Universal scarf [photograph].

Fig 11, 2013. Universal Works. Jorritt, Facebook [online]. Available at:https://www.facebook.com/photo.php?fbid=445735158835792&set=pb.197622896980354.-2207520000.1368823824.&type=3&theater [Accessed 18 May 2013]

Fig 12, 2013. Universal Works, UWHQ, Facebook [online]. Available at:https://www.facebook.com/photo.php?fbid=445743155501659&set=pb.197622896980354.-2207520000.1368979314.&type=3&theater [Accessed 17 May 2013].

Fig 13, 2013. Universal Works, Website homepage, Universal Works [online]. Available at:http://www.universalworks.co.uk/ [Accessed 19 May 2013].

Fig 14, 2013. Barltrop, J., Facebook mock up [photoshop visual].

Fig 15, 2013. Barltrop, J., Film storyboard [drawing].

Fig 16, 2013. Group film, Film screenshots [film].

Fig 17, 2013. Boyd, S., David Holden [photograph].

Fig 18, 2013. Group film. David film screenshots [film].

Fig 19, 2013. Boyd, S., David cycling [photograph].

Fig 20, 2013. Barltrop, J., Journal mock up1 [photoshop visual].



Fig 23, 2013. Boyd, S., Millican x Universal [photograph].


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REFERENCE LIST

11.

WGSN, 2013. Audio branding in fashion: music as strategy [online]. Available at: Mintel [Accessed13 May 2013].

RUFFELL, C., 2011. 5 Points: how to make a promotional video [online]. Available at:http://www.reelmarketer.com/2011/01/how-to-make-a-video/ [Accessed 24 April 2013].

WEGERT, T., 2013. Advertisers go beyond blogging with branded magazines [online]. Available at:http://www.clickz.com/clickz/column/2254623/advertisers-go-beyond-blogging-with-branded-magazines [Accessed 20 April 2013].

ROBERTSON, D., 2012. The power of storytelling, the key to consumer engagement. TheGuardian [online], 23 May. Available at: http://www.guardian.co.uk/media-network/media-network-blog/2012/may/23/storytelling-key-audience-consumer-engagement [Accessed 17May 2013].

Fig 37, UW Ipad cover, 2012.

Fig 24, 2013. Barltrop, J., Universal clothing [photograph].

Fig 25, 2013. Boyd, S., Universal hats [photograph].

Fig 26, 2013. Barltrop, J., Swing tag mock up [photoshop visual].

Fig 27, 2013. Anderson, C., CSA identity, csadesign [online]. Available at:http://www.csadesign.com/ev_bill_phelps.html [Accessed 8 May 2013].

Fig 28, 2011. Anon, Layer, Graphic- exchange [online]. Available at: http://www.graphic-exchange.com/archives/home_2010_12_04.html [Accessed 10 May 2013].

Fig 29, 2012. Dybdahl, T., Identity, Graphic-exchange [online]. Available at: http://www.graphic-exchange.com/archives/home_2010_06_06.html [Accessed 8 May 2013].

Fig 30, 2013. Anon, Handcrafted, Pinterest [online]. Available at:http://pinterest.com/pin/1829656071539869/ [Accessed 10 May 2013].

Fig 31, 2013. Boyd, S., David bike [photograph].

Fig 32, 2013. Barltrop, J., Universal grooming [photograph].

Fig 33, 2013. Universal Works, Spring time. Facebook [online]. Available at:https://www.facebook.com/photo.php?fbid=448620488547259&set=pb.197622896980354.-2207520000.1368960279.&type=3&theater [Accessed 19 May 2013].

Fig 34, 2013. Universal Works, Team UW. Facebook [online]. Available at:https://www.facebook.com/photo.php?fbid=453196034756371&set=pb.197622896980354.-2207520000.1368911990.&type=3&src=https%3A%2F%2Ffbcdn-sphotos-b-a.akamaihd.net%2Fhphotos-ak snc6%2F300133_453196034756371_304130079_n.png&size=899%2C673 [Accessed 18 May 2013].

Fig 35, 2013. Universal Works, UW Holiday polo, Facebook [online]. Available at:https://www.facebook.com/photo.php?fbid=443036139105694&set=pb.197622896980354.-2207520000.1368981183.&type=3&theater [Accessed 19 May 2013].

Fig 36, 2013. Boyd, S., David cycling to UW [photograph].

Fig 37, 2012. Universal Works, UW Ipad cover, Facebook [online]. Available at:https://www.facebook.com/photo.php?fbid=403322289743746&set=pb.197622896980354.-2207520000.1369044135.&type=3&theater [Accessed 20 May 2013].

Fig 38, 2012. Universal Works, UW Socks, Facebook [online]. Available at;https://www.facebook.com/photo.php?fbid=382692531806722&set=pb.197622896980354.-2207520000.1369044450.&type=3&theater [Accessed 20 May 2013].

Fig 39, 2012. Universal Works, Universal Store, Universal Journal [online]. Available at:http://www.universalworks.co.uk/journal/first-blog-post/#more-148 [Accessed 20 May 2013].


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BIBLIOGRAPHY

12.

BARLTROP, J., ( [email protected] ), 2013. UW- FCP. 16 May. Email to: LaurenGarner ( [email protected])

BRANDINGMAGAZINE, 2013. The importance of communicating your brand message [online].Available at: http://www.brandingmagazine.com/2013/04/05/the-importance-of-communicating-your-brand-message [Accessed 24 April 2013].

HOLDEN, D., ([email protected]), 2013. UW. 13 January. Email to: NatashaArnold([email protected]).

KEYTE, D., 2013. Our Story [online]. Available at: http://www.universalworks.co.uk/about/[Accessed on 23 March 2013].

MCKINSEY., 2013. Beyond social corporate responsibility: integrated external engagement

[online]. Available at:http://www.mckinsey.com/insights/strategy/beyond_corporate_social_responsibility_integrat ed_external_engagement [Accessed 24 April 2013].

MOUNT, I., 2013. Clothing companies trying to find more direct paths to customers. The NY Times [online], 6 March. Available at:http://www.nytimes.com/2013/03/07/business/smallbusiness/clothing-companies-try-to-sell-directly-to-consumers.html?pagewanted=all&_r=1& [Accessed 14 May 2013].

MINTEL, 2012. Mens fashion lifestyles [online]. Available via: Mintel [Accessed 23 March2013].

MINTEL, 2012. Fashion Online [online]. Available via: Mintel [Accessed 23 March 2013].

NIKE, 2013. About RDC [online]. Available at: http://www.rundemcrew.com/about [Accessed22 March 2013].

ROBERTSON, D., 2012. The power of storytelling, the key to consumer engagement. TheGuardian [online], 23 May. Available at: http://www.guardian.co.uk/media-network/media-network-blog/2012/may/23/storytelling-key-audience-consumer-engagement [Accessed 17May 2013].

RUFFELL, C., 2011. 5 Points: how to make a promotional video [online]. Available at:http://www.reelmarketer.com/2011/01/how-to-make-a-video/ [Accessed 24 April 2013].

STIVING, M., 2012. 4 ways giving consumers something thats genuinely free can help retailers profit in the long run [online]. Available at:http://upstreamcommerce.com/blog/2012/10/24/4-ways-giving-consumers-genuinely-free-retailers-profit-long-run [Access 20 April 2013].

STYLUS, 2011. Urban Active Man [online]. Available via: Stylus [Accessed 20 March2013].

STYLUS, 2011. Fashion film and e-commerce [online]. Available via: Stylus [Accessed 9 April2013].

Fig 38, UW Socks, 2012.


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STYLUS, 2011. Pop culture and media, club culture [online]. Available via: Stylus [Accessed 9April 2013].

WEGERT, T., 2013. Advertisers go beyond blogging with branded magazines [online]. Available at:http://www.clickz.com/clickz/column/2254623/advertisers-go-beyond-blogging-with-branded-magazines [Accessed 20 April 2013].

WGSN, 2013. Audio branding in fashion: music as strategy [online]. Available at: Mintel [Accessed13 May 2013].

WGSN, 2013. Utility over emotion: brand strategy [online]. Available at: Mintel [Accessed 13 May2013].

WGSN, 2013. Retail best practise: creating a relationship [online]. Available at: Mintel [Accessed13 May 2013].

APPENDIX

13.

Fig 39, Universal Store, 2012.


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13.1 DECLARATION FORM

bafcp3 Module: Negotiated Project Stage 2

Module Leader: Matt GillRef. no: FASH30002

I con irm that this work has gained ethical approval and that I have faithfullyobserved the terms of the approval in the conduct of this project.

This submission is the result of my own work. All help and advice other thanthat received from tutors has been acknowledged and primary and secondarysources of information have been properly attributed.

Should this statement prove to be untrue I recognise the right and duty of theboard of examiners to recommend what action should be taken in line withthe Universitys regulations on assessment contained in its handbook.

signed ....................................................................................................................

date .......................................................................................................................

School of Art & Design Declaration Form 2012/13

Form reviewed October 2011, final copy 14.10.11

Jade Barltrop

Nottingham Trent UniversitySchool of Art and Design

Ethical Clearance Checklist for individual student projects

To be completed by the student for an individual project that involves the collection of primary data this includes images, drawings,photographs, questionnaires and interviews. Please complete this document following the guidance in the School of Art and Design EthicalGuidelines and Framework for Research and Practice Undertaken by Students.

Section A: About the research

Name: Jade BarltropProgramme of Study: Fashion Communication & PromotionModule Title and Reference Number: FASH3001: Negotiated Project Stage 1 201213

Half Year 1Name of module leader/supervisor responsible for the management of the project Tim RundleDuration of project 5 monthsProject title Universal Works

Section B: Training and experience

Have you had previous experience of or been trained in the methods employed to collect data, and/or discussed with yoursupervisor?

yes no

Have you been informed, given guidance, had issues outlined in relation to research ethics and consideration in relation toyour project?

yes no

Section C: Methodology/Practice/Procedures

Does your proposed study involve procedures which are likely to cause physical, psychological, social or emotional distress toparticipants or yourself?

yes No

Does your proposed study involve the use of hazardous materials, other than those currently covered by the School Healthand Safety procedures?

yes no

Section D: Ethical checklist

Does your project involve observing/questioning/the use of people in any way?Yes Please complete the remainder of the formNo Go straight to Compliance with ethical principles and Declaration Does your study involve vulnerable participants as described in the Student Ethical Toolkit? yes no n/aDoes your study involve observation and/or recording of identifiable participants without their knowledge? yes no n/aWill participants give informed consent freely and be fully informed of the study and of the use of any data collected? yes no n/aWill participants be informed of their right to withdraw from the study? yes no n/aWill all information on participants be treated as confidential and not identifiable unless agreed otherwise in advanceand subject to legal requirements?

yes no n/a

Will any recordings of participants be securely kept and not released for use by third parties? yes no n/aWill storage data comply with the Data Protection Act 1998? yes no n/a

If you have selected an answer shaded in grey, you must submit a full application to the Subject REC or modify the project. A full submissionto the Subject PREC comprises of: this form, a project proposal, an additional statement of up to 500 words outlining the ethical issues raisedby the project and the proposed approach to deal with these.

Compliance with Ethical PrinciplesIf you have completed the checklist to the best of your knowledge without selecting an answer shaded in grey, the research is deemed toconform with the ethical checkpoints and you do not need to seek formal approval from the Subject PREC.Please sign the declaration below, and lodge the completed checklist with your supervisor.

DeclarationI have read the Ethical Guidelines and Framework for Research and Practice Undertaken by Students. I confirm that the above namedinvestigation complies with published codes of conduct, ethical principles and guidelines of professional bodies associated with the researchdiscipline.

Name of student: Signature of student

Signature of supervisor/module leader ..... Date ..

Matt Gill4 months

Negotiated Project Stage 2-FASH30002

13.2 ETHICAL CLEARANCE CHECKLIST

19/05/2013


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13.3 EMAIL CONVERSATION: DAVID HOLDEN

On 19 Mar 2013, at 00:31, Natasha Arnold wrote:Hi David

I hope you have been well since we last spoke.

I'm still working on the Universal Works brief from the end of last year, I am now in theimplementation stage and looking to create a short video. Th e concept for the video is looselybased around the active lifestyle of a Universal Works consumer, and what it means to beactive. The video will look to film one person's story and I feel you would be perfect for the this.I love that you cycle to work, run and take an active interest outside of fashion.

We're not looking to shoot anything product driven, but convey diverse interests to promoteUW's brand values (it will almost be an extension of the journal on the website).

If you would be interested in taking part please let me know. I will be working on this concept with two other girls, Jade and Sophie. We can work around you, wherever/whenever at a timewhich works best for you.

Thanks in advance, all the best.Natasha

On 20 Mar 2013, at 11:21, David Holden wrote:Hi Natasha,

I'm happy to help.Let me know the time scale you have for this and i'll see if i can find an afternoon to help out.

RegardsDavid

On 20 Mar 2013, at 17:07, Natasha Arnold wrote:Great,

Our deadline is in May. We're looking to film any day from 6th April onwards, depending onyour availability and the weather's ok.

Where are you based? We can shoot near to you if it makes it more convenient, alternatively wehave a location in mind East.

All the best,Natasha

On 20 Mar 2013, at 17:49, David Holden wrote:Hi Natasha,

Ok. leave it with me, I think that some point on the second week in April will be good for me.

RegardsDavid

On 4 Apr 2013, at 12:10, Natasha Arnold wrote:Hi David,

I hope you had a nice Easter break!

Just wondering if you have a date in mind for us to film? If you like we could Skype to settle on adate, discuss location etc.

All the best,Natasha

On 7 Apr 2013, at 13:27, David Holden wrote:Hi Natasha,Sorry completely forgot about this!

Saturday 13th April or Friday 19th April is good for me.

Let me know.Best Dave

On 7 Apr 2013, at 15:20, David Natasha Arnold wrote:Friday 19th April would be great.

Are you ok to come East? The studio address is:

11 Atlas MewsRamsgate St HackneyE8 2NE

We'd love to get your bike in the film. Would you be able to bring it with you?

Thanks,

Natasha

On 7 April 2013, at 12:52, Natasha Arnold wrote:Thanks Dave

Sunday would be perfect, what time's best?

N

On 7 April 2013, at 13:07, David Holden wrote:I think 11 o'clock will be fine.Dave


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On 15 May 2013, at 11:59, Natasha Arnold wrote:Hi Dave

I hope you are wellWe've had the film developed and made an edit. It looks great, I'd love to show you.Also if it's possible I'd really appreciate it if I could borrow you to re-record the sound.

All the best,N

On 15 May 2013, at 12:13, David Holden wrote: Hi Natasha,

I'm glad that the film looks good i would love to see it.

Feel free to pop into the store any time for a sound bite.

I'm in the shop Thursday Friday and Sunday this week. Maybe Sunday if that is ok as it tends tobe quite quiet.

Let me knowDave x

13.4 INTERVIEW QUESTION: WHAT DOES ACTIVE MEAN TO YOU?

WHAT DOES ACTIVE MEAN TO YOU?

Active lifestyle? - sport, socialising and motivated Fred

Fit, healthy, proactive Jamie

Exercising alot, being out in the fresh air James

Id say it meansmovement Keiran

Id say keeping it George

Having a busy lifestyle, with plenty of exercise Alex

Active is the opposite of what I want to be at all times on a Sunday Tom Holliday

Doing sport or exercise a few times a week Tom Grant

Active means to me: doing things outside the everyday requirements to live, such asexercise. Rhys

A persons ability to move frequently without an repercussions Taz

Active means to constantly be on the go, whether its physically or mentally or simplybeing in pursuit of something. Active to me means being lively and alive in youreveryday activities and thoughts Jonah

Outdoor lifestyle Sam

Never still Guy

Alive Tyler

The potential for movement Joe

Active? As in the opposite to sedentary therefore movement that expels energy orcan be seen as productive active Adam

Being active to me means being a yes kind of person. Always chasing newopportunities and putting myself forward for things. Ben


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13.5 INTERVIEW QUESTION: IF YOU AND YOUR FRIENDS WERETO PARTAKE IN AN ACTIVE EVENT WHAT WOULD IT BE?

13.6 EMAIL CONVERSATION: LAUREN GARNER

On 16 May 2013, at 11:46, Jade Barltrop wrote:

Hello Lauren, I am a final year student at Nottingham Trent and I'm sure you are aware that we are doing a live project with Universal Works.

For my groups outcome we have come up with an idea that would hypothetically include filming eachmember of Universal Works on their 'journey' to promote the brands narrative. We have already filmedDavid Holden as our outcome but for the body of our report we need to name the people that would laterbe filmed. I was just wondering if you w ould be able to give me the full names of the people that work forUniversal?

Thanks,

Jade Barltrop

UW staff:

David KeytesDavid HoldenStephanie Porritt Allison Porritt Jamie MyersSue TruswellLauren GarnerDebs

If you and your friends were to partake in an active event what would you like it to be?

Uni Gym- cricket, staff netball, 5-a side (take a ball down with you, dont need loads of equipment)

YMCA- rock climbing, running club

The Gym- football, mountain treck/ walking

Topman- 5-a side football, bowling

Footasylum- bowling, gym

Formula 1 Gym- running club

Element- skateboarding

Size- cycling

Fred Perry- cycling, running

American Apparel- football

Non stop sport- skateboarding, basketball

Public- asked another 30 people off the streets:

Running- 12Cycling-8Football-10


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S T R E N G T H S

-The ilms will make the journal more visually engaging-The ilms promote the brands values and staff lifestyle-Offers more than a shopping experience-Offers a way to engage with the brand increasingconsumer loyalty-Meet new people through each event

O P P O RT U N I T I E S

-Consumer trust and support in the brand will grow-New consumers can learn about the brands values-The ilm will get more consumers returning to the websiteand journal if improved

WE AK NE S SE S

-Glimpse is limited to people living locally-UW staff will need to spend thier time organisisng and sourcingpeople to help ilm-UW does not currently have a strong consumer following as it isa new brand which may affect Glimpse

T H R E AT

-Similar brands may have a stronger following-Consumers may be alienated if they do not live locally to whereGlimpse is taking place-Competitiors have more recognition for certain events, e.g. Nikerun dem crew

Barltrop, J., 2013.

13.7 SWOT


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13.8 BEHIND THE SCENES FILMING

Barltrop, 2013.


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13.9 CRITICAL PATH

WORK TO BE CARRIED OUT DATE

11th Mar 18th MarResearch film inspirationCreate a storyboard for the filmEmail David HoldenQuestion people: What is it to be active?Research locations to shoot filmDesign report structureCome up with the big ideaTake photos for film setResearch visuals for visual packQuestion people: what active event would you partake in?Film in London on the 19thEdit filmDesignate visuals outGo over report structureEdit filmWrite up reportDesign visual packPut report on to in designTake visual pack to print shopPrepare/ organise work for exhibitionCollect visual pack from print shopHand in

2 5t h M ar-7 8 th A pr 1 5t h A pr 2 2n d A pr 2 9t h A pr 6 th Ma y 1 3t h M ay 2 0t h M ay


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13.10 TEAM BLOG 13.11 PINTEREST (COLLECTION OF IMAGE RESEARCH)


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