MACKAGE x HUDSON BAY COMPANY
Devon Balcain Linh Dinh Olivia Grier Sarah Hall Julie Sayewich
Ms. Anne Cramer FMPC 5000 Humber College December 4th 2014
TABLE OF CONTENTS
EXECUTIVE SUMMARY............................................................................................................................# MARKETING STRATEGY .........................................................................................................................# PRODUCT STRATEGY .....................................................................................................................................# PRICE STRATEGY ...........................................................................................................................................# PLACE STRATEGY ..........................................................................................................................................# PROMOTIONAL STRATEGY .............................................................................................................................#
BRAND PLATFORM....................................................................................................................................# SECTION 3.1 ..................................................................................................................................................# SECTION 3.2 ..................................................................................................................................................# TARGET AUDIENCE...................................................................................................................................# PROMOTIONAL MIX..................................................................................................................................# SALES PROMOTION: DESIGNER COLLABORATION .........................................................................................# FASHION EXTRA: WINDOW DISPLAY ..............................................................................................................# PLACE STRATEGY ..........................................................................................................................................#
PROMOTION BUDGET ..............................................................................................................................# EXPENSE BUDGET ..........................................................................................................................................#
CONCLUSION...............................................................................................................................................# WORKS CITED .............................................................................................................................................# APPENDIX .....................................................................................................................................................# APPENDIX: WORKS CITED ............................................................................................................................#
Executive Summary This report was commissioned to assess if a collaboration between Mackage and Hudson Bay Company is a profitable venture to increase brand equity and sales. Eran Elfassy and Elisa Dahan launched the Mackage label in Montreal in 1999. The Macakge down parka reestablished the winter down parka for Canadians for a warm and functional outerwear without comprising style. Mackage proposes an exclusive collaboration with Hudson Bay Company offering the classic winter down parka with fur hood with the inclusion of the iconic stripes of HBC. Research includes scholarly articles, newspapers and corporate documents. Based on the findings, it is highly recommended that the collaboration is an attractive investment for Fall 2015 and improve both, Mackage and Hudson Bay Company, branding platform. With Mackage and HBC business strategies aligned, the exclusive collaboration supports HBC strategy to target the growing needs of Generation X and Y. Mackage brand reputation continues to grow, since 1999, with numerous celebrity, television show and magazine endorsements. Mackage presents one of the trendiest parkas for the season with the Hudson Bay Company stimulates the Hudson Bay Company clientele with a designer winter parka at a reasonable price point. Using promotional tools such as sales promotions and visual merchandising techniques will attract the attention of our target audience. Publicity will be generated through selling the “Canadian winter experience” to our customers in a fashionable way. These promotional tools will further draw on the history of The Hudson’s Bay company, as well as the trend setting Canadian styles of Mackage, to illustrate why this collaboration will be a success. Research clearly denotes the exclusive collaboration as attractive line to incorporate within Hudson Bay Company to promote brand equity and store sales.
Marketing Strategy Product Strategy Aligned with the business strategy, the product strategy targets one of the best sellers for the Fall 2015 Collection, the female winter down parka with fur hood. The combination of the fashionable female outerwear and the iconic Hudson Bay Signature brand aims to showcase the product strengths and improve the weaknesses. A key feature of the product design is the Textcote Nano Down fabrication with proven “superior quality down compared to other retailers”. The Textcote Nano Down provides a “superior level of warmth with an elevated weigh-warmth ratio blend of duck and feather between 80/20 and 90/10” (Technical Properties, 2013). This feature enhances the performance and quality ensuring a practical and durable product for the unpredictable Canadian weather conditions. It drives brand exposure internationally, strengthening the recognition and resonation of the brand name. The breadth of products tailors to a variety of needs of the target market optimizing the potent target market. In addition, Macakge accommodates different body types by offering two size run options: XS/S- M/L and XXS to XL. The strengthening of the specialty product brand position adds more customer value to the overall product strategy.
Textcote Nano Down "Technical Properties." Mackage. N.p., n.d. Web. 17 Nov. 2014.
However, the product strategy weakens the customer service and branding are the restrictive return policy and limiting product sizing. Mackage’s reputation as a brand with superior customer service falls short to match the customer’s experience. The fifteen day return policy restricts the flexibility of impulse buying, increases the hassle and feeling of betrayal. All merchandise purchase from other retailers are subjected to the retailer’s return policy. With no stores in the Canadian market, the Mackage return policy only implies to online purchases. Notably, customers incur all the shipping costs at their expense, increasing the agony for product returns for customers. While this product strategy protects the financial impact of rising returns, it potentially weakness the entire product package expected by the customers. A poor development of an augmented product limits additional features or benefits to exceed customer expectation. The dual size run options may accommodate different body types, however it limits the customer base with the need for large product sizes. The sizing of products only accommodates body types up to the size of XL.
Price Strategy Following a demand-oriented approach, the prestige pricing strategy emphasizes the underlying expected customer taste and preferences more heavily than the cost, price, and competition. The designer price point suggests a higher quality, taste and status to customers. This strategy strengthens the perception of the brand’s quality and connotation of a luxury status. The top price point for mass-produced apparel, between couture and bridge price categories, upholding the perception and expectation of “high-quality fabrics and construction details and exclusive design”. The prestige price point average ranges from $750 to $1500 aggregating a niche market segmentation. A niche market may be considered a weakness as it concentrates on a smaller area of the market, however the deeper knowledge of needs achieves a strong marketing presence and
higher return of investment. The pricing strategy creates customers with a desire to purchase into the brand for exclusivity, status and luxury experience.
Place Strategy After designing and manufacturing, the company’s different products are delivered directly to retail outlets throughout the world based on pre-negotiated contracts and customer demand. “The contemporary brand is exclusively distributed to the most sought-after boutiques, department stores and renowned online retailers in over twenty countries” (Mackage). Through these retail intermediaries, Mackage’s products are readily made available to the final customers. The channel length is relatively short and is in fact a ‘one-level channel’. Shorter channels imply a more efficient process and optimal final price for consumers. Furthermore to a growing international presence, Mackage opened a flagship store in New York (Retail Insider, 2014). By utilizing multiple channels, Mackage reaches different buyers for the same products through the flagship store, online and retailers. A selective distribution strategy ensures smaller number of intermediaries and outlets than maximum market coverage. Thus, Mackage products do not swamp the market and preserve a luxury status. Selective distribution strategy limits the in-store accessibility to Mackage products worldwide. However, the inclusion of online retailers is the driving forces to counteract this weakness. Electronic channels give the convenience to consumers to shop around with flexibility and speed. In addition, Mackage builds databases based on customer visits, sales and feedback assessments to continue to grow presence and reputation online. Promotional Strategy
Mackage utilizes selective communication tools to create a memorable marketing program that resonates with the customers and increases brand recognition. From trade shows to fashion shows, Mackage strategically promotes the brand and products towards the Fashion Leaders, Innovators and Influentials. Fashion shows are the key part of the industry to gain extensive media coverage, raise public interest, build brand reputation and develop brand positioning successfully. The collections for upcoming seasons are showcased at the Toronto’s largest fashion show, World MasterCard Fashion Week. This fashion promotional tactic engages customers into the brand, while indirectly soft selling of the runway collections. Mackage gains press coverage in fashion magazines, newspapers and gossip magazines without the expense of advertising. Fashion magazines report on the designer shows, seasonal fashion weeks, highlight fashion trends and celebrity endorsements. FAJO Magazine states that “Macakge has transformed the way North Americans bundle up. Onscreen, on the runway and on freezing days, celebrities and fashion followers alike turn to the brand to brace the cold in style” (Eskins, 2012). This exemplifies dramatization characteristics of a publicity communication tool. Media’s high credibility ensures the coverage on the story behind the brand and product resonates with readers. Notably, this communication tool offers an opportunity to reach “hard-to-find buyers who prefer to avoid mass media and targeted promotions” (Keller, Kotler & Sivaramakrishnan, 454). It is fundamental to expanding positive brand exposure internationally. In addition, Mackage utilizes the Internet to access customers via e-mails, who have registered a membership online. This service automatically subscribes members to promotional electronic mailing lists. It directly communicates latest products and special promotions to invite members, entice a desire for the product, manage inventory levels, increase sales and strengthen customer loyalty. However, the message can be lost if it causes antagonism by sending unsolicited e-mails to
the customers. With a two week processing delay to opt out of promotional emails, there is no doubt that a major cause of resentment among Internet users (Mackage Privacy Policy, 2013).
Brand Platform House of Mackage was intended to fulfill the North American outerwear market’s need for trendy, fashion forward jackets that are still very warm and practical for chilly winters. The brand, simply known as Mackage has grown into one of the most prestigious outerwear brands in North America with competitors such as Rudsak, Moncler and Soia Kyo who all compete for the same buying dollar. However, Mackage remains competitive as a market leader by being the first company to incorporate fashion trends into outerwear, and enlisting many followers. Mackage can be purchased at Holt Renfrew, Saks 5th Avenue, Sporting Life, Aritzia, Harry Rosen, Mendocino and Hudson’s Bay. They opened their flagship store in 2010 in New York, New York. The store was opened in New York instead of the co-creators’ hometown of Montreal because of the benefits that come along with having a flagship store in such a densely populated fashion hub. Brand salience for Mackage has been steadily growing with their popularity, particularly pertaining to the classic winter down parka with fur hood used for this collaboration with Hudson’s Bay. The logo for the brand features the word “Mackage” with an embellished “M” at the beginning. This logo is placed on the top of the hood of each jacket and is easily identifiable but not flashy, as Mackage has positioned itself as a sleek and mature brand. The logo speaks to their Montreal roots with its similarity to the fleur de lis.
Mackage uses social media to promote the brand esthetic. With over thirty-one thousand likes on the Facebook page (Facebook.com/houseofmackage), Mackage’s social media presence continues to grow strongly. This media channel promotes the newest products and events, including the link to shop online. The Instagram page (@houseofmackage) features models showing off new collections and celebrities styled in Mackage, which is mixed with street style pictures to showcase real customers wearing the product. Many of these images are found from searching through posts from followers that are uploaded with #Mackage and then featured on the House of Mackage’s page. The use of celebrities gives fans something to aspire to and mixing this with street style also makes the brand attainable. Mackage primarily promotes the brand image through instagram, as it is the most visual. Mackage gives off an allure of a cool, trendy brand that is always fashion forward. Current trending hashtags include #MackageFW14 to promote their current Fall 2014 collection and #MackageFW15 to get followers interested in what is coming next. Mackage successful utilizes an integrated marketing communications plan through their twitter account (handle: @mackage), which links to posts from the Instagram account to allow for consistent delivery of messages about the brand image, no matter which social media forum followers prefer. Mackage built a reputation on the premise of combining style and practicality and has furthered popularity among the fashion elite and fashion followers alike by staying true to the promise of winter-ready coats with flattering cuts. Through the social media marketing and exclusive sales position, Mackage has developed a very devout following. The jacket styles are very recognizable
and have even prompted other retailers to mimic the classic designs, making the puffer jacket flattering for any shape while adding interesting hardware, fur and leather detailing.
PROMOTION PROPOSAL Promotional Objectives
The IMC promotional plan proposes a collaboration with Hudson Bay Company (HBC) to offer an exclusive line of female down outerwear. For Macakge, at which synergies across retailers have traditionally been limited to things like using reputation and collective buying power, this would be a new offering. HBC’s power of department store counters wanes as the behemoths of American department stores like Nordstrom and Saks 5th Avenue enter the Canadian market. With promotional strategies aligned, this exclusive collaboration consolidates the iconic brand elements of Hudson Bay, corporate stripes, with the unique design of Mackage’s classic winter down parka with fur hood. With the ultimate goal to mutually increase brand equity, the collaboration targets to increase sales for Mackage and Hudson Bay by targeting HBC’s customer base with a notable stylish designer jacket. Mackage presents HBC an opportunity to target their “three-point strategy [through creating a] fashion space [offering] exclusive brands and creates events to help redefine the department experience [diversifying to a] younger style savvy millennials” (Laird, 2014). The recognition of value of HBC’s competitive brand assets – national reputation and awareness and trademark- and brand strength- market leaders, customer loyalty and brand recognition- indicates the likelihood of expected future earnings on the co-branding initiatives.
Mackage commits to achieve the following target goals with the implementation of this exclusive designer collaboration: 1. Improve brand equity for HBC and Mackage
2. Increase sales in outerwear department at HBC 3. Promote brand awareness of Mackage in Hudson Bay Company 4. Boost social media coverage with trending hashtags: #MACKAGExHBC #MACKAGECOLLAR #MACKAGEEXCLUSIVE
Target Audience Over the last few years, Mackage has definitely increased in popularity becoming one of the most well-known prestigious outwear brands in North America. The target audience for this particular promotion with Hudson’s Bay is women ranging from early 20s to late 40s with high disposable income. The customer generally lives in or around a major city who cares about their appearance. According to PMB, women spend on average $4,412 on coats alone and many are willing to spend more money on quality outerwear with 2.8% shopping at the high end luxury stores (PMB 2014). Furthermore, in Canada 10.1% of women apparel purchases are from HBC alone, supporting the reasoning as the best retailer to launch this promotion. Mackage jackets are designed for the cold Canadian winters. Therefore, an ideal location to launch the promotion is in Toronto, a highly traffic area especially during the holiday season. Temperatures in the city during the winter can range anywhere from -10 to -20 degrees Celsius. The winter down parka provides superior level of warmth compared to other retailers that makes a fashion statement. The target audience is fashion forward, whom stays up-to-date with the latest trends. With a worklife blend lifestyle, the winter down parka gives the flexibility and comfort for individuals, whether
commuting to work or school. This customer values quality, whom will invest in a staple outerwear piece for winter for their daily. This early transition of lifestyle trends shift towards consumers whom are extremely time-sensitive indicates an attractive market opportunity that remains uncapped with few competitors. The winter down parka acts as an outfit itself without having to layer many pieces of clothing, ideally saving time in the morning. NORTH AMERICAN OUTERWEAR INDUSTRY INFOGRAPHIC
Basinalti, Larry. "Promotional Product Spotlight: Outerwear." Promo Products. ASI: Advertising Specialty Institute, n.d. Web. 03 Dec. 2014.
Promotional Mix MACKAGE X HUDSON BAY COMPANY proposal incorporates two promotional tools: a sales promotion and a fashion extra.
I.
Sales Promotion: collaboration
Designer
The collaboration between Hudson’s Bay and Mackage will first bring one of the most iconic retailers in Canada, The Hudson’s Bay Company, together with one of the trendiest and modern outerwear companies in Canada, Mackage. The Hudson’s Bay Company has been in business for over three hundred and forty-four years, outfitting Canadians with a variety of clothing and accessories since the 17th Century. In previous years, The Hudson’s Bay Company has branded themselves to reach the traditional Canadian man or woman, who seek basic work and casual wear. However, HBC lacked the fashion forward edge that would capture one of the fastest growing and wealthy cohorts, Generation X and Y. This generation is a by-product of Baby Boomers transferring their savings and inheritances to their children, creating a class of individuals who are willing to spend on the most trendy and technologically advanced products on the market (Marston, CNBC). Furthermore, with the threat of retail companies such as Nordstrom’s and Saks Fifth Avenue entering the Canadian market, HBC needed to make a change. They first began with rebranding their logo, from very traditional yellow calligraphy lettering to a sleek, strong block leaders. HBC also changed the connotation of the brand from simply being referred to as The Bay, to The Hudson’s Bay Company. Through formalizing their name they drew attention back to their heritage. The creative director of HBC, Tony Smith explains, “We’re very proud to say that Hudsons’s Bay is
continuing to advance in 2013, not only with our numerous new business ventures, but with our updated look…We’ve taken what is a very meaningful two-pronged approach to the redesign: maintaining our heritage while modernizing the new Hudson’s Bay Company” (Infantry, Toronto Star). It is changes like this that allow the Hudson’s bay to succeed for three hundred years. As illustrated, Hudson’s Bay was willing and able to accept the changes that were necessary to capture the upcoming younger demographic, which can ultimately be seen in their success today. HBC ability to re-evaluate their target market, and rebrand themselves based on where they see the fashion industry going, is remarkable. This is why Mackage believes that there partnership with BHC, will help HBC further hone in on not only a younger generation, but a trend conscious generation; their target market. A partnership between Mackage and HBC is unique because they are both a Canadian company that make or sell clothing that appeals to the life of the Canadian man and women. Mackage and HBC both embody and cater to the Canadian individual who experiences our frigid winters every year. This collaboration would help the Canadian women brave the cold in style. However, Mackage and HBC never want to compromise style. A winter coat is a specialty product, therefore it is not always shopped for. It is a product that is purchased on occasion, and requires a considerable time and effort to purchase. Mackage and HBC can make the shopping experience a lot simpler for the customer, as there would be little effort and need to compare brands. Therefore, Hudson’s Bay’s long heritage in creating winter apparel, accompanied by Mackage’s ability to cater to the trend conscious generation, in a warm and stylish way, will be reflected in the success of the 2015 Hudson Bay and Mackage Exclusive Winter Coat. Using the traditional four P’s of the marketing mix, we will outline why this partnership would be successful for both Mackage and Hudson’s Bay. The first reason focuses on place. This limited edition coat will only be offered in Canada at Hudson’s Bays Flag ship story in the Eaton’s Centre in
Toronto, ON. We felt that by limiting its exclusivity, this will drive demand, making the product much more exclusive and sought after. Individuals, who do get a chance to purchase the coat, will only be able to do so if they purchase the product on November…. Secondly, the winter coat, which is the product, is exclusive to this one Hudson’s bay location. The jacket will be offered in Mackage’s traditional fit in beige and accented with Hudson’s Bay’s traditional green, blue, yellow and red stripes on the hood, cufs, as well as the inseam of the jacket. The product will be priced slightly higher due to its exclusive style and once in a lifetime offer. However, VIP members, who are the press, will receive a special VIP tag that when presented at the cash during the time of purchase of the jacket, will also receive a free pair of Mackage leather gloves. Furthermore, we will promote the product through creating a Hudson’s bay window as well as offering this exclusive jacket.
EXCLUSIVE WINTER DOWN PARKA WITH FUR HOOD
Top: The exclusive winter down parka with fur hood exclusively at the HBC alongside the lining of the inner zipper. Left: Iconic HBC stripes to line the inner zipper area.
II.
Fashion Extras: window display
The visual window displays at Yonge Streets Hudson’s Bay have become one of the most highly trafficked areas during the holiday season in downtown Toronto. HBC’s windows are expertly put together; creating an intriguing visual display will be the best way to get customers in the door to check out and ask about the Mackage collaborative limited edition product. We want to increase traffic in Hudson’s Bay, increasing both retailers’ customers. The display will be featured during the holiday season using a snowy Toronto landscape as a backdrop. There will be two realistic mannequins on the left – each wearing the jacket – one walking to work in professional attire and the other going to meet friends in a more casual outfit. This showcases the versatility of the jacket. There will be sparkly snow all over the floor of the display with a few oversized hanging wire snowflakes. A white Christmas tree will be to the right with silver and gold ornaments and underneath the tree will be a collection of Hudson’s Bay and Mackage shopping bags. On the top left of the display will be Mackage’s custom logo in cling vinyl. The scene will be very whimsical with warm lighting as well as cross lighting accenting the mannequins featuring the jackets. These promotional tools were chosen because they respected and reflected both Hudson’s Bay and Mackage as Brands. Mackage wanted to stay true to the Canadian winter experience, by creating an exclusive outwear piece. Since Hudson’s Bay stripes are immediately recognized, this will pay
homage to the history behind the brand. For example, Hudson’s Bay’s history extends back to when the first trading routes were established in Canada. The chosen colours have immense cultural significance, specifically to Aboriginal peoples who were the first trading partners. These particular colours meant something to the aboriginal peoples. For example, “Green is taken to mean "new life", red often stands for "battle or hunt", yellow relates to "harvest" and "sunshine" and blue represents "water",” (HBC Heritage). This history stays true to Hudson’s Bay as a brand and enables them to connect to their heritage. Mackage chose to collaborate and make an exclusive product because this promotional tool is one of the best ways to get the attention of HBC’s target market. Often, collaborations are one of the best ways to get the product in the hands of the target customer. Developing a sales promotion that offers HBC and Mackages’ customers an exclusive offer will generate publicity. These jackets are offered in a limited quantity, thereby increasing the demand. Through developing an inelastic supply and demand strategy, Mackage believes that this promotion will attract the attention of our target customer. Furthermore, Mackage chose this promotional tool, because our market assessment shows that designer apparel has an compound annual growth rate of 120,000-140,000 million in 2012, indicating that is the fastest growing luxury goods category. Taking advantage of this growth through providing exclusive sales promotions will aid in the success of this collaboration. Furthermore, Mackage believes that your outerwear piece is largely your outfit throughout the winter seasons. As a brand that was founded in Montreal, Mackage understands the need to be warm, but also stylish. We decided to incorporate these stripes onto Mackage’s staple outerwear piece, their winter jacket, which they have been widely successful in selling. We felt that keeping the colour of the jacket beige, would cater to a larger demographic. When bringing these two brands together, we wanted to offer our customers something unique and different. We wanted to tell a story with this
exclusive piece, a story that would capture a true Canadian winter experience. Incorporating each brands signature touches allows the consumer to get the best of both worlds. Mackage’s exclusive product maintains the integrity and the uniqueness of each brand. Aligned with Mackage’s luxury status, the exclusivity and limited offer ensures an impulse buying reaction. Only a few hundred will be sold at the Toronto Hudson’s bay location.
Proposed Window Display
Top: A sketch of the proposed window display for HBC.
Promotional Budget A window display promotion at The Bay window at the Yonge Street is ideal due to the historic foot traffic the location has on a daily basis, specifically during the holiday season. The display will be intriguing to the consumer with how the display is set up as well as the styling of our limited edition jacket on the mannequins. You will see in the budget that the window display is a winter wonderland theme, strategically focusing on the jacket. The second promotional tool will be our VIP pass for special guests to come into Hudsons Bay a few hours before the opening to have an exclusive look before other customers to purchase this limited collaborative jacket. These VIP guests will receive a pair of complimentary leather gloves from the Hudsons Bay with purchase of the limited edition jacket. Based on the activities planned, the promotional proposal costs approximately $1,850.43.
Expense Plastic Mannequin, Pose 1 Fibreglass Mannequin, Pose 2 Glitter Snow Decal (5pc, 4 oz) Snowflakes Silver and Gold Tree Ornaments Gold Gold Silver Silver Artificial White Christmas Tree
Cost $102.25 $165.22 $22.35 $19.99 $30.00 $3.00 $3.00 $27.50 $258.00
Clear Resin Filled Snowflake on Wire (4pc, 50 cm in diameter) Mackage and The Bay Shopping Bags Cling Vinyl Printed Graphic Backdrop for Visual Merc. Window
Supplied $73.69 $349.95
Spot Light
$180.00
Printing of VIP Pass (50 pc) Tax Total
$94.12
$100.00 $241.36 $1,850.43
CONCLUSION The strategic partnership between Hudson’s Bay and House of Mackage will be mutually beneficial. Collaborating with HBC will expose Mackage to higher volumes of traffic in the Toronto downtown core. Mackage’s target audience is comparable to the customer that HBC is trying to draw into their stores with their recent re-branding project. The promotional tools suggested in this report are the limited edition product and the visual merchandising window display. The exclusive product brings together visual aspects of both companies – the classic winter down parka with the fur hood from Mackage and the stripes in the Hudson’s Bay’s colours. The window display engages consumers as they walk by and encourages foot traffic into the store, therefore increasing sales. This partnership will prove to increase brand awareness and sales numbers for both companies.
Works Cited Basinalti, Larry. "Promotional Product Spotlight: Outerwear." Promo Products. ASI: Advertising Specialty Institute, n.d. Web. 03 Dec. 2014. House of Mackage. Instagram, n.d. Web. 27 Nov. 2014. . Kotler, P., Keller, K., Cunningham. P. & Sivaramakrishnan, S. (2013). Marketing Management (14th Edition). Toronto: Pearson Education. "Label We Love - I'm With The Brand, Mackage." LouLou Magazine Oct. 2014: 76. Print. Laird, Kristin. "Hudson’s Bay President Shares Her Vision for Iconic Brand’s Future." Marketing Magazine. N.p., 4 June 2014. Web. 24 Nov. 2014. "Mackage: Canada’s Success Story." FAJO Magazine. N.p., n.d. Web. 01 Dec. 2014. . “Mackage – Our Brand.” Mackage – Our Brand.N.p., n.d. Web. 01 Dec. 2014. . “Montreal’s Own: Mackage.” The Fashion Spot Canada. N.p., n.d. 01 Dec 2014.
“Mackage.” Le site Agence E-Commerce Agency. N.p., n.d. 01 Dec 2014. Mackage. "Mackage." Facebook. N.p., n.d. Web. 27 Nov. 2014. . Mackage. Twitter, n.d. Web. 27 Nov. 2014. . "Mackage to Open Stores across Canada." RSS. Retail Insider, 8 May 2014. Web. 17 Nov. 2014. PBM Spring 2014 Database. Database Publisher, 01, Dec. 2014. "Privacy Policy." Mackage. N.p., 20 Aug. 2013. Web. 17 Nov. 2014. "Technical Properties." Mackage. N.p., n.d. Web. 17 Nov. 2014.
APPENDIX
APPENDIX: WORKS CITED "3-Inch Tesla LED High Output Recessed Lighting Trim with 0 to 30 Degree Adjustable Reflector." Pegasus Lighting. N.p., n.d. Web. 03 Dec. 2014. "100ct Ornament Set - Gold (60mm)." Target. N.p., n.d. Web. 03 Dec. 2014. "Banners." Banner Printing. N.p., n.d. Web. 03 Dec. 2014. "Blazing The Agency." Blazing The Agency. N.p., n.d. Web. 03 Dec. 2014. "Aleene's 14642 Glitter Snow, 4-Ounce." : Amazon.ca: Home & Kitchen. N.p., n.d. Web. 03 Dec. 2014. "Female Mannequin with Base, Painted Facial Features - Flesh Tone." Posing Mannequin. N.p., n.d. Web. 03 Dec. 2014.
"Female Mannequin with Base, Painted Facial Features - Flesh Tone." Realistic Mannequin. N.p., n.d. Web. 03 Dec. 2014. "Holiday Mini Ball Ornament Set Gold 30mm 25ct." Target. N.p., n.d. Web. 03 Dec. 2014. "Holiday Mini Ball Ornament Set Silver 30mm 25ct." Target. N.p., n.d. Web. 03 Dec. 2014. "Lastolite Superwhite Vinyl Background 2.75x6m." Lastolite Superwhite Vinyl Background 2.75x6m Canvas Backgrounds LB7761 Backdrop. N.p., n.d. Web. 03 Dec. 2014. "Mercury Glass Ornament - Silver, Set of 12." Pottery Barn. N.p., n.d. Web. 03 Dec. 2014. "Moonlight White Christmas Tree." Treetopia /. N.p., n.d. Web. 03 Dec. 2014. "Sparkle Snow Flakes, 1 Lb." Sparkle Snow Flakes, 1 Lb. N.p., n.d. Web. 03 Dec. 2014. "SNOWFLAKE." DZD. N.p., n.d. Web. 03 Dec. 2014. "Winter in Toronto." Nature Pictures. N.p., n.d. Web. 03 Dec. 2014. "Vinyl Decals." , Vinyl Decal Graphics. N.p., n.d. Web. 03 Dec. 2014.
