Fig.

1
N0669454 Word Count: 2,923
 CONTENTS
1. Contents 25. References

2. Brand History 26. Bibliography

3. Brand Health 28. Image References

4. PESTLE Analysis

5. SWOT Analysis

6. UK Competitors

7. US Competitors
8. Ansoff Matrix

10. Macro and Micro Trends

12. Brand Vision

13. UK Consumer

14, US Consumer

15. USA Market

1
 Fig. 2

BRAND HISTORY
The idea of Crew Clothing Company began
with Alastair Parker-Swift in the 90’s. The de-
signs were inspired by effortless, classic English
coastal fashion in Devon, the area in which the
founder grew up. The success of his collection
began on the Isle of Wight during Cowes week
where it quickly sold out. The aim of the brand
was always to create simple, timeless fashion
that people could rely on to be consistent, al-
ways relating back to typical English Heritage.

Parker-Swift initially began with navy and

white rugby shirts from local materials. In
1995 the first London Crew Clothing Store
opened on the New King’s Road, and the
company’s success continued from there.
2
 BRAND HEALTH

Through evidence from primary research and ques-

tionnaires completed by 100 participants it was
discovered that the main reasons for purchasing
from Crew Clothing Company is their exceptionate
quality although when we asked the general public
reasons why they wouldn’t shop at Crew Cloth-
ing, the majority claimed there wasn’t a store close
enough to them whilst others felt the clothes were
too expensive for their price range.

3
 PESTLE ANALYSIS

UK Issues ISSUE IMAPCT ON CREW CLOTHING

COMPANY
US Issues

• Brexit may affect trade overseas
• Recent Trump Election
POLITICAL
• Drop in Exchange Rates in US
ECONOMIC • Increase in UK Living wage
• Poor economic state between UK and Europe
• Taking the brand to America may be more
difficult with the export of products during this
time with Britain leaving the EU.
• New US President could lead to new policies
on import duties of foreign goods if Crew move
into the US
• May effect proft of the brand in the US
• Increase in the cost of labour in the UK, could
effect profit
• Effects consistency of pricing

• Unpredictablility in consumers buying behav- • Staying up to date with social trends to fulfill
iour, more demanding consumers consumer needs and stay ahead of competitors
• Activewear trend becoming more and more • Crew could use olympians and celebrity
SOCIAL
popular amassadors to appeal to those who live active
lifestyles
• Advances in digital innovation and social media • Crew will need to improve their social media
TECHNOLOGICAL • More Innovative marketing and buying experi- presence, taking the opportunity to live stream
ence events
• More consumers using their smartphones to • Crew clothing could develop a smartphone app
buy products or a mobile equivalent website that’s easy to use
• Legal requirements • They need to ensure the production of their
LEGAL products and their processes are legal and
genuine

• Environmentally aware millennials • Ensure the process of making and distributing

ENVIRONMENTAL • Fashion industry is the second biggest polluting products is as ethical as possible, opt for a safe
industry and hygenic workplace and environmentally
friendly products and materials
4
 SWOT ANALYSIS
STRENGTHS
• The brand offers good customer service, constantly fulfilling consum-
er needs which increases the reputation of the brand and makes it
more likely for customers to repeatedly purchase from them
• They are known for having high quality products fitting with their
identity of offering timeless fashion to consumers
• They have high customer loyalty as current customers know they can
trust Crew Clothing to offer high quality products with good customer
service with every purchase
OPPORTUNITIES
• They have the opportunity for brand stretch with possibly offering a
homewear range, a Classic Crew Collection, Coastal Chic line and
Crew Basics for those with lower disposable income
• They could also extend the brand to children’s wear, a collection that
offers more to a younger audience and a sports clothing line in order
to increase their customer base and expand the brand and to increase
profits
• Increase their social media presence, a current way to reach many
consumers and to attain new ones
• Pop-up events and events being live streamed on Instagram
• They could use celebrity endorsement to promote the brand and an
ideal lifestyle to consumers e.g. Olympians
• Promotion events such as a Hamptons Beach Party
• Use influential mum bloggers to increase the success of new lines
5 stand out from these
WEAKNESSES
• Crew Clothing are not well known on the high street, being based on
coastline fashion and heritage and with limited stores located in cities
and towns, they have a restricted customer base
• They are compitent at keeping their current consumers but rarely at-
tain new ones with having a limited product offer and don’t regularly
focus on extending the brand or their products to enter new markets
• The brand is costly, it relies on consumers to have a high disposable
income which many don’t have. They don’t offer many products or
outlet stores suitable for those who can’t afford their prices
THREATS
• There is a growing want for ethical products in consumers and com-
pard to their competitors they are a less sustainable and ethical brand
which could cause consumers to move more towards other brands
• Crew clothing have a low brand awareness
• It isn’t a city lifestyle brand and most products are suited to country
which could be an issue when expanding the brand to urban areas
• In terms of making it in the USA, the US consumers can’t relate to
the typical English heritage of the brand
• There are many barriers to entry when taking a brand to the US such
as cost of entry, competitors and cost of research to survive in the US
market.
• TV and Social Media are more successful than magazines but are also
more expensive which could impact the brand’s profit
• It is already a saturated market in the US with brands like Ralph Lau-
ren, Jack Wills and Tommy Hilfiger so Crew will need to be unique to
 COMPETITOR ANALYSIS UK
Older Demographic
Trend Led
One of Crew Clothing’s close UK competitors is
Jack Wills who also use their classic British identi-
ty to promote their products. They promise quality
as does Crew Clothing and has a similar high price
range. One way Jack Wills may seem above Crew
Clothing in the league tables is due to their constant
and current social media presence that draws in new
consumers as well as increasing the loyalty of current
consumers.
6 Younger Demographic
Classic Style
Whilst Crew Clothing offers consumers a classic
and timeless style, our competitor, Tommy Hilfiger
is a more trend led brand which can have both pos-
itives and negatives. Consumers know what they’re
getting from Crew Clothing because our collec-
tions are consistent to the identity of the brand.
However consumers that want to be up to date
with current trends may prefer to shop with Tom-
my Hilfiger who offer similar quality and prices
as Crew Clothing but have a slightly more diverse
range of products as well as having a children’s
section.
Fig. 3, 4, 5, 6, 7, 8, 9, 10, 11
 COMPETITOR ANALYSIS USA UK
In the USA, Crew Clothing would be Older Demographic
competing with US brands such as
Castaway Nantucket who also focus
on coastline fashion and have a classic
and consistent style with stores mainly
on the coast. However they too have a
childrens collection which puts them
above Crew Clothing in the range of
products they offer.

Trend Led Classic Style

GAP is also a brand Crew Clothing may be in com-

petition with in the US as they still have a relative-
ly classic style however appeal to a slightly younger
demographic including having children, baby and
maternity collections. Therefore offering a wid-
er range of products than Crew Clothing as well
as having lower prices for consumers with a lower
disposable income.

Younger Demographic
7
ANSOFF MATRIX
Crew Clothing should start improving through mar-
ket penetration using social media and celebrity am-
bassadors. We have significantly less followers on so-
cial media compared to our competitors with less than
6,000 followers on Instagram, whilst Fat Face have over
30,000 which puts Crew at a significant disadvantage.
We could improve this through doing live streaming of
events and product launches to increase the engage-
ment of consumers with the brand and social media
competitions which reward current consumers rather
than trying to attain new ones. Olympians as our brand
ambassadors could also help to improve our brand
awareness by appealing to their typical active consum-
er and spreading awareness of the brand to a wider
audience through using idols that have a large fan base.
Crew Clothing could take the opportunity to extend
the brand with product development of new lines like
a kids collection, homewear, crew basics and a Crew
Clothing scent as well as products that may appeal more
to a younger consumer. This will help us stay equal
to our consumers and increase our consumer base.
Taking existing products and new collections to the
US is making the market more diverse and attaining
new consumers. This would be the last step in Crew
Clothings development once it’s more established in
the UK. They would start in the US with pop up stores
to test their success before moving onto concessions.

8
 Fig.. 12

9
MACRO AND MICRO TRENDSUK
Macro Trends:

• Interest in sustainability is on the increase, more

consumers wanting brands to use sustainable prac-
tices and environmentally friendly materials, af-
fecting whether or not they engage with the brand.
Crew Clothing doesn’t clearly show our stance on
how sustainable or ethical we are as a brand which
should be improved to fit with this global trend and
retain our consumers as well as attracting new ones
• The rise in use of Social Media. Global So-
cial Media use has increase by 21% in the last
12 months with 2.8 billion users and the use
of Social Media using smart-phones has in-
creased by 30% with 91% of Social Media us-
ers accessing the platforms from their mobile
Crew Clothing need to improve on our Social Media
as most of our consumers can be accessed this way.
Micro Trends:

• Seaside stripes are coming into fash-

ion for both fashion and interiors.
Despite Crew Clothing not being a trend conscious
brand, this trend appearing could influence the success in
the US and attracting new consumers who are trend led

10
 THE 8 P’S OF
CREW CLOTHING
Product: Crew offer clothing, shoes and accessories for
both Men and Women. These products are high quality and
are consistent in their classic style rather than following trends
Price: Our price ranges between £15 for very basic
items like ladies T-shirts, up to £160 for products such as
coats and blazers. The price is primarily targeted at the
upper-middle class who have a larger disposable income
Place: Crew Clothing have stores and outlets across
the UK, mainly around the coastal areas with only
a select few stores in built up areas. We also have
an internet presence with a seamless online store
Promotion: A lot of our advertising is offline, if at all.
Crew don’t promote very much on Social Media or online
and have a limited following base. However there are often
special offers on such as 2 for £80 shirts and seasonal dis-
counts as well as their current Father’s Day gift collection
People: Crew Clothing take pride in their ex-
ceptionate customer service both online and of-
fline and pay attention to employing enthusiastic
and friendly staff to reflect the essence of the brand
Process : Crew’s contact services are open daily from
Monday to Sunday, with quick responses and cashback
Physical Evidence : Reviews have stated :”Great
retailer, cashback recieved quickly would high-
ly recommend”, “Easy and straightforward trans-
action”, “Excellent quality and excellent service”
Productivity and Quality: Crew Clothing of-
fer value for money, consumers are paying for high
quality products that will last and a timeless style

Fig.. 13
11
 Brand Vision
Staying in touch with our British character, crew create effortless, classic clothes that are long lasting and relia-
ble so that consumers are always confident they will provide excellent quality

Brand Objectives
Offering classic and timeless fashion that remains in style and is consistent with the brand.
To increase loyalty with consumers so they can always rely on Crew Clothing for the same high quality products.

Brand Essence
A proud British brand that combines classic quality and coastal chic. The personality of the brand is confident
and sophisticated with a warm and welcoming charm.

Brand Positioning
For less trend conscious consumers of the upper middle class, Crew Clothing offers maximum quality and a con-
sistent flawless style, whilst focussing on developing a loyal relationship with their customers.

12
Fig.. 14
 UK CONSUMER PROFILE
Fig.. 15
Fig.. 16

A typical UK consumer of Crew

Clothing values quality and classic
style. They are less trend focussed and
look more for practicality and reliabil-
ity
Fig.. 17
Sarah is 35, she is a stay at home
mother of two and lives with her
husband and children in Sussex. She
loves sailing with her friends and
beach walks with the family and their
dog. She likes to stay fit and active so
often goes for runs on the coast in an
evening
Fig.. 18

Sarah buys a lot of her clothes from

Crew Clothing because she looks for
products that will last and a brand she
can trust

13
 US CONSUMER PROFILE
Fig.. 19

Fig.. 20

Our US consumer is active and socia-

ble and relies on brands they can trust

David is 38 and lives with his wife and

two sons in Virginia. He enjoys play-
Fig.. 21 ing Tennis with his friends and wind-
surfing at the weekend

David doesn’t like clothes shopping

very often, his wife usually picks out
his clothes but Crew Clothing are one
of his favourite styles and offer the
best quality. He wears the brand for
both casual and smart attire
Fig.. 22

14
 US MARKETK
Trump election may lead to possible
new policies like export duties on
Decreased shares in foreign goods
clothing and shoes re-
flected declining relative
prices

Consumers are increasingly buying on- Trump’s economic platform is

line from home. Crew Clothing should
think about making a seamless online
retail experience as well as a smart-phone
equivalent to adapt to consumer de-
mands
likely to reduce economic growth
and increase the odds of a reces-
sion by 2019

Clothing and retail expenditure

dropped from 368.9 at the end of
2016 to 364.1 in 2017
Crew Clothing will need to consid-
er the drop in exchange rates when
looking at moving overseas as it
could effect profit

15
Fig.. 23
RECOMMENDATIONS

16
 CREW KIDS COLLECTION
An opportunity for Crew Clothing is a Kids
Collection that ranges from 0 months up to Fig.. 25
14 years for both boys and girls. The price
range would be similar to Next Kids Col-
lection, from £3 for basic t-shirts up to £65
for more more detailed items such as girls
dresses. We would aim for the same high
quality as the Men and Women’s clothes
with a similar colour pallette including
their signature blue and white stripe. Crew
would do a range plan including the quan-
tity of products, price and distribution
channels as well as insuring the collection is
fitting with the brand’s identity and values
and will increase profit in the long term.
This could be a positive extension of the
brand as it puts them at a greater advan-
tage compared to competitors such as Fig.. 26
White stuff that don’t offer kids products.
It is likely to be successful due to mum’s
mostly buying their children’s clothes and
so will be happy to buy them from the same
brand as they buy their own and brands
they already trust. Awareness of the brand
could be spread by mom bloggers who
are particularly influencial in the US and
who other mom’s can relate to and trust.
Fig.. 27

17
Fig.. 24
 THE CREW HOMEWARE COLLECTION
Fig.. 31

Another way Crew could extend the brand

is with a homeware collection where they
can use similar products and colour pal-
lettes to their clothing items but for a fresh,
Crew-feeling interior especially focussing
on a coastal ambiance that consumers by
the coast and within the city can both en-
joy. The brand’s colours and patterns are
perfectly in-fitting with the recent interior
trend ‘Navy is the New Black’ which sug-
gests a homeware collection would be suc-
cessful. The cost of the collection would
be similar to the prices of White Stuff ’s Fig.. 33
homeware products. Crew taking this step
Fig.. 28 is crucial as most of their competitors such
as White, Stuff, Joules and Jack Wills al-
ready offer homeware so not doing so is
immediately putting Crew Clothing at a
disadvantage. A way they will be able to
stand out from these is to offer more than
one collection design and style so it appeals
to a number of different consumers with Fig.. 32
different tastes. This differ’s from com-
petitors who only offer one so limit their
customer base. This collection could also
be promoted by mom bloggers that take
pride in their homes and influence other
moms, as well as on visual social media
platforms such as Instagram and Pinterest.
Fig.. 29

Fig.. 30
18
 CREW SCENT
Creating a scent could really enhance Crew Clothing’s sales, the customer experience and their position against competitors. The
Crew Scent would be fresh and light and would be produced into perfumes and room sprays. It could be used in our stores to im-
prove our marketing strategy. By spraying it around stores, we are reaching consumers on a more emotional level with scent being
the most powerful sense for consumers. It will create a more memorable experience for customers and could cause them to linger
for longer in store, as well as increasing customer satisfaction and attracting new customers, creating a long lasting connection. It is
important for the Crew Scent to be a reflection on our identity and brand experience so that when consumers smell it they think of
us. The pricing would be similar to the cost scent products in Jack Wills, between £20 and £35 depending on what form it comes in.

Fig. 34

19
20
Fig.. 35
 US MARKETING STRATEGY
Crew can base their US marketing stratgey on the
SOSTAC planning model in order to understand
where we are and where we want to be. When tak-
ing Crew Clothing to the US, the best market strat-
egy is probably direct exporting which is less risky
as it’s using own resources as well as allowing the
brand to learn the overseas market before investing
fully. It also gives us the opportunity to increase
potential profits as we are eliminating the interme-
diaries and sales go straight to the company. How-
ever this does mean they’ll have a lack of control
over overseas agents which could be a threat when
establishing the brand in the US. Crew will use mul-
ti-channel retailing with e-commerce, m-commerce
and pop-up stores then later move into concessions.
Crew should start with Pop-up stores on the
coast before moving to concessions and flag-
ship stores in the main urban cities. This in-
cludes states such as Virginia, Florida, Georgia
and South Carolina which allows Crew Clothing
to keep their heritage of being a coastal brand
and will target their main consumers in these ar-
eas who want classic style and coastal fashion.
Pop-up stores will allow the brand to test the
waters and judge the potential success of Crew
Clothing in the US before moving onto bigger
stores where they could risk losing significant
profit if the brand doesn’t do well with Amer-
ican city consumers. It also allows them to test
their chances against US competitors that are
well established in an already saturated market.
For Crew to survive in the US they need to fol-
low the 70/30 principle. They should stay 70%
consistent with the brand’s identity and 30%
flexible to adapt to the US Market and satis-
fy the American consumer. Therefore the pop
up stores need to reflect our brand identity
through using colours and images that fit with
Crew Clothing and what would be expected in a
UK store in terms of aesthetics. Crew Clothing
already take pride in our customer service so this Fig.. 36
should be transferred to the pop up stores in the US.
In order to increase brand awareness, Crew Cloth-
ing need to improve their social media presence
through live streaming brand events and product
launches in order to engage the consumer and in-
volve them more in the brand. As well as this they Fig.. 37
could use social media for brand competitions
for example, consumers could post their favour-
ite crew product with the hashtag #MyCrew and
could be rewarded for doing so. This is increasing
the loyalty of current consumers instead of trying
too hard to attain new ones. Social Media will also
help when promoting products for a younger age
range, who are constantly staying up to date with
social media and being inspired by it’s contents.
Overall Crew need to increase their followers on
Social Media in a generation where it is becoming
growingly popular even for the older consumer. Fig.. 39
Fig.. 38
Another way we can increase our brand awareness
is through brand ambassadors. Using Olympians
to target our more active consumers and possibly
younger consumers and Mom bloggers to target
our typical consumer and age range, especially in
the US where Mom bloggers are very influential.
Mom’s look for brands they can trust and are likely
to shop where other Mom’s have recommended as
they can relate to them. This may also aid the de-
velopment of the Crew Kids Collection as Mom’s Fig.. 40
also want to buy their kid’s clothes from the same
place as them and from somewhere they trust.
21
 CONCLUSIONS
• Become more established in UK using So-
cial Media platforms to reward current
consumers and attain new ones, spreading
brand awareness. This will also be helpful
when establishing Crew Clothing in the US
• Follow the 70/30 principle, staying 70%
consistent with the character and herit-
age of the brand but adapting 30% to suit
the American consumer and the US market
• Develop trust with the US consum-
ers through using celebrity ambassadors
such as Olympians and Mom bloggers
who our target consumers can relate to
• Extend products lines to improve our posi-
tion against both UK and USA competitors
22
METHODOLOGY AND APPENDIX

We collected primary data on the health

and usage of Crew Clothing by releas-
ing questionnaires on Social Media. We
collected 100 responses of a mix of ages
and genders which gives us a valid results
on the perception of the brand.
23
Fig.. 41
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27
 IMAGE REFERENCES
Fig 1. 2017. Crew Clothing Logo [Photograph] http://www.crewclothing.co.uk
Fig 2. 2015. English Summer Coast [Photograph] https://imagefinder.co/photo/english-summer-coast/
Fig 3. Crew logo, available at, http://www.deecaffari.co.uk/en/crew-clothing.html, accessed 05/05/17
Fig 4. White Stuff logo, available at, https://intu.co.uk/shop/retailer/white-stuff, accessed 05/05/17
Fig 5. Fat face logo, available at, http://blog.bizzykidz.com/2013/01/1478/ accessed 05/05/17
Fig 5. Joules logo, available at, https://en.wikipedia.org/wiki/Joules_(clothing) , accessed 05/05/17
Fig 6. Jack Wills logo, available at, http://www.boemagazine.com/2013/02/lessons-of-brand-success-from-jack-wills/, accessed 05/05/17
Fig 7. Boden logo, available at, http://digitalmagazinepublishing.net/boden-logo/, accessed 05/05/17
Fig 8. Ralph Lauren Logo. (2017) [Web] Available at: http://logo-share.blogspot.co.uk/2013/08/polo-ralph-lauren-logo.html. Accessed 24/05/17.
Fig 9. Seasalt logo, available at, http://lovedynamite.co.uk/product/seasalt-sailor-t-shirt/, accessed 05/05/17
Fig 10. J Crew logo, available at, https://www.brandsoftheworld.com/logo/j-crew , accessed 05/05/17
Fig 11. Tommy Hilfiger logo, available at, https://www.google.co.uk/search?q=crew+clothing+logo&source=lnms&tbm=isch&sa=X&s-
qi=2&ved=0ahUKEwjoyNy2nojUAhVIDsAKHU_hD88Q_AUIBigB&biw=1708&bih=778#tbm=isch&q=tommy+hilfiger+logo&imgrc=8x1zRFb-
FL5D4DM:&spf=1495619019226, accessed 05/05/17
Fig 12. Garrett, W. (2016) Crew Clothing in Cartagena Columbia [Photograph] Available at: http://www.williamgarrett-photography.com/william-s-new-work/
crew-clothing
Fig 13. (2011) Crew Clothing Dartmouth [Photograph] Available at: https://crewclothingco.wordpress.com
Fig 14. (2017) Crew Clothing Company [Photograph] Available at: https://stdavidscardiff.com/shops/crew-clothing-co
Fig 15. (2017) Get Set for Spring with Crew Clothing [Photograph] Available at: https://www.outdoorandcountry.co.uk/blog/new-crew-clothing/
Fig 16. Alberg 30 [Photograph] Available at: https://uk.pinterest.com/pin/215398794652714912/
Fig 17. Fresh Look Photography [Photograph] Available at: https://uk.pinterest.com/pin/400820435557236048/
Fig 18. (2014) Exploring Sussex [Photograph] Available at: http://the-dailygrind.co.uk/exploring-sussex-make-your-own-history-on-the-romantic-english-coast/
Fig 19. (2017) Get Set for Spring with Crew Clothing [Photograph] Available at: https://www.outdoorandcountry.co.uk/blog/new-crew-clothing/
Fig 20. (2017) Tennis All in Islington [Image] Available at: http://www.allinislington.org.uk/sport/tennis/
Fig 21. Branif, f. Young Brothers/siblings [Photograph] Available at: https://uk.pinterest.com/pin/326370304226533040/

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Fig 22. (2017) 2017 Reader’s Choice Awards [Photograph] Available at: http://www.cntraveler.com/galleries/2013-07-03/photos-best-american-road-trip-guide
Fig 23. Geography Blog Outline Maps United States [Image] Available at: http://the-geography.blogspot.co.uk/2016/10/outline-maps-united-states.html
Fig 24. (2014) Dreambox [Photograph] Available at: http://www.dreamboxgate.com/forum/dream408870/
Fig 25. Sun Shots Family Beach Photography [Photograph] Available at: https://uk.pinterest.com/pin/136163588704413417/
Fig 26. McElligott, J. (2017) Time to kick the bucket [Photograph] Available at: http://yorkexponential.com/uncategorized/time-kick-bucket-future-bucket/
Fig 27. (2017) Crew Clothing Stripe Jumper [Image] Available at: http://www.crewclothing.co.uk/boxy-stripe-jumper-wgd027-nvywht/
Fig 28. (2017) Navy & White Striped Cushion [Image] Available at: https://www.dalyhouselifestyle.com/collections/cushions/products/8-1?vari-
ant=7878367489
Fig 29. (2017) Bonsoni [Image] Available at: https://www.bonsoni.com/baudouin-shabby-chic-vintage-reclaimed-lumber-open-widescreen-television-cabinet-
up-to-6-ft-8-inch
Fig 30. (2017) Joules Home and Outdoor Pillowcases [Image] Available at: https://www.joules.com/Home-and-Garden/Bedding/Pillowcases
Fig 31. Great coastal style from Neptune [Image] Available at: https://uk.pinterest.com/dove0624/valecrest-bedroom/?lp=true
Fig 32. Home Buys to Embrace Coastal Interiors [Image] Available at: https://uk.pinterest.com/dove0624/valecrest-bedroom/?lp=true
Fig 33. Bedrooms [Image] Available at: https://uk.pinterest.com/dove0624/valecrest-bedroom/?lp=true
Fig 34. Crew Clothing Scent Box. (2017) [Drawing] By Laura Hanson.
Fig 35. (2017) Crew Clothing Co. – Wine Offer [Photograph] Available at: http://www.greatwesternwine.co.uk/crew
Fig 36. Salvation Army – Pop-up Shop [Photograph] Available at: http://www.whitewater.co.uk/portfolio/whitewater-salvation-army-pop-up-shop-at-the-o2/
Fig 37. (2017) Crew Clothing Discount Code [Image] Available at: https://www.couporando.co.uk/voucher-codes/crew-clothing
Fig 38. Clavane, A. (2013) Ben Ainslie aims to defy the odds again in BBC Sports Personality of the Year [Photograph] Available at: http://www.mirror.co.uk/
sport/bbc-sports-personality-year-ben-2928062
Fig 39. (2017) Chelsea Mamma, Talking to the Teens with Boots UK [Image] Available at: https://chelseamamma.co.uk
Fig 40. 2017) MomGenerations [Image] Available at: http://www.momgenerations.com
Fig 41. Modernality Fabrics [Image] Available at: https://www.etsy.com/uk/listing/114341816/striped-home-decor-fabric-premier-prints

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