JUNE 2020 BUSINESS OF FASHION ADRIANNA MAJTCZAK VITTORIA LIVI

CONTENTS

1. SEEN, UNSEEN. FEMINITIES AND FEMINISM. ALL ABOUT SELF. VULNERABILITIES. EMPOWERMENT. PRESSURES. BEING COOL. POLITICS. MEN. 2020. 2. REAL, SURREAL. PESTEL. FLORENCE. WOMEN. STUDENTS. JOURNALISM. INDEPENDENT. SLOW. COVID-19. 3. SINGULAR, PLURAL. WHO ARE WE. WHAT WE DO. BUSINESS MODEL. AUDIENCE. CRM. CSR. 4. KNOWN, UNKNOWN. COMPETITORS. SWOT. 5. ORDINARY, EXTRAORDINARY. MARKETING. DISTRIBUTION. COMMUNICATION. 6. STABLE, UNSTABLE. FINANCIAL AND LEGAL PLAN. 7. DEFINED, UNDEFINED. MAGAZINE STRUCTURE. ISSUE 0.

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Femininity as a social stigma Feminism and its intersectionalities Abraham Maslow and his hierarchy of needs Self-esteem as the measurement of self-value Self-worth revolution Comfort zone and trying to go out of it Imposter Syndrome as an career obstacle Worry Stress Anxiety differences and management Vulnerability as your strength Women’s Empowerment teories and myths Femvertising the art of selling empowerment Social media pressures and stereotypes Cool and its modern-day interpretation Women’s political situation uncertainties and limitations Man’s world and the importance of privilege The power of touch in today’s digital, visual reality 2020 Decade changing mindsets

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FEMININITY

In a globalized world filled with uncertainties and misconceptions, the notion of femininity and masculinity circulate in an uncontrollable manner - picking up new definitions and often restructuring people’s lives. Even though both terms are abstractions with shifting definitions and applications, they create the conditions for people’s sense of identity and limit or enhance their ability to engage in communicative acts. So to say, while being abstract concepts, they create material consequences, assumed to be the ways in which men and women should act, look, or communicate. BEING ABSTRACT CONCEPTS, THEY CREATE MATERIAL CONSEQUENCES.

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In our culture, a trait is deemed feminine if it is often associated with women. Common examples include being verbal and communicative, emotive or effusive, being nurturing and having an appreciation for beautiful or aesthetically pleasing things. Similarly, other traits are deemed masculine solely because they are often associated with men - being competitive or aggressive, using brute force, being silent and stoic and being mathematically or technically oriented. Nonetheless, what qualities qualify as feminine or masculine is subject to discussion and contention, as is whether such qualities should be considered innate essences or cultural norms. The prevalence of feminine traits has lent credence to the belief that they are rooted in female biology and anatomy, whether by divine design or Darwinian natural selection. However, even the most widely shared so-called feminine traits are not universal, whether the comparison considers different cultures, different groups or individuals within a given society, or different periods of history. Margaret Mead’s groundbreaking anthropological study in 1936 first demonstrated cultural variability in behavior and temperament for both sexes, thus challenging previous presumptions about a universal feminine or masculine essential nature. Both terms can only be accurately understood or defined for a given time or context. It is impossible to define either term in a universal manner, as what all of these traits share is the fact that they are all human traits that are found to varying degrees in all people regardless of their gender. Most of us express some combination of traits from both the feminine and masculine categories. How femininities and masculinities are valued differs culturally. In any one culture, certain behaviors or practices may be widely recognized as feminine or masculine, irrespective of whether they are adopted by women or by men. What gets defined as feminine or masculine differs by region, religion, class, national culture, and other social factors. Any one person - woman or man - engages in many forms of femininity and masculinity, which she or he adopts consciously or unconsciously depending on context, the expectations of others and the life stage. A man can engage in what are often stereotyped as feminine activities, such as caring for a sick parent. Messages about feminine and masculine behaviors are present in a range of environments, from the home to the workplace to public spaces and are embedded in advertising, media, news, and educational materials. On the other hand, critics of the physical, psychological, economic, and political harms resulting from socialization processes aimed at patriarchal ideals of femininity draw encouragement from the historic appearance of alternate ideals and socialization opportunities available to girls following the women’s movements of the modern era. Competitive assertiveness, physical strength, and even muscularity are developed in the characters and bodies of girls and women who engage in amateur and professional sports, for example. Furthermore the representation of these athletes in mass media amplifies the scope of qualities that femininity is seen to signify culturally, stretching the meaning to incorporate qualities previously considered exclusively masculine. Some critics of patriarchal femininity see reason to hope that social developments blurring traditional gender roles, such as women in sports, or politics, or the military, will help move common understanding of femininity beyond the still dominant, but demonstrably deleterious, dualistic framework in which femininity and masculinity are conceived as mutually exclusive opposites.

HALLMARKS OF IDEAL FEMININITY 11

Femininity cannot be understood as a fixed set of essential traits that characterize all women. As a scholarly concept, femininity can carry diverse meanings with numerous interpretations. Within the context of heterosexual relationships, performances of femininity can employ different scripts. These scripts act as guidelines for individual behavior and social interaction. They are learned at an early age and reinforced throughout the life course. Individual expressions of femininity reveal distinct patterns. These themes become reinforced throughout different social institutions such as media, education, religion, sports, and the workforce. Studying these institutions on macro-level forms makes it possible to see how ideas about femininity represent a much larger concept than simply wearing makeup and high heels while smiling coyly and sitting with one’s legs crossed. Pulling back the conceptual lens reveals that femininity is a socializing ideology that defines and organizes material ways of life, particularly practices related to gender and sexual relationships. This ideological concept also casts some forms of femininity as hegemonic, or dominant, while marginalizing and subordinating other versions of femininity. These manifestations of femininity illustrate the varied ways femininities have been defined in Western cultures. Femininity, as an articulated concept, has a longer history of being visible and enforced by communities. Masculinity, on the contrary, historically avoided critique or visibility because its attributes were often the normative and prized values and characteristics of a given social context. Historically speaking, in our male- and masculinecentric culture, there are several forces that conspire to undermine feminine traits and the people who express them. Traits that are viewed as feminine are considered to be inferior to those deemed masculine. This discrepancy is obvious in the adjectives that we commonly associate with gender expression the assumption that:

masculinity is strong while femininity is weak, masculinity is tough while femininity is fragile, masculinity is rational while femininity is irrational, masculinity is serious while femininity is frivolous, masculinity is functional while femininity is ornamental, masculinity is sincere while femininity is manipulative. 12

THE SECOND SEX

Women come to participate in upholding standards culturally deemed feminine for behavior and appearance through mechanisms of socialization that are multiple and not always obvious. Enforcement is the most obvious. Over the last few millennia of known human history, broadly influential cultural systems, such as the religions Judaism, Christianity, Islam, and Hinduism and the Confucian code of conduct, have explicitly directed that women’s primary social duty is to be obedient wives and devoted mothers. Legal and paralegal structures derived from such religious and moral traditions have enforced these directives using punishments ranging from mild to extreme in severity depending on specific social and historical circumstances. Compulsion, however, is not the only or even necessarily the most effective means for encouraging women to subscribe to femininity norms. Social rewards and personal satisfaction are also motivators. Marriage, in most cultures, has been the principal reward for successful displays of femininity. Under economic conditions in which family wellbeing is heavily dependent on women’s domestic production, wifely assets tend to reside primarily in a woman’s skill in the feminine activities of domestic labor. When a wife’s domestic productivity is not essential, whether due to class privilege or to postindustrial economic structures that shift production away from the home, her feminine assets come to be measured instead through her appearance and character. Patriarchal cultural conditions prevalent in most, but not all, societies determine ideal feminine appearance and character traits to be those that make a woman sexually attractive to a man, most suitable to represent his social status, and most trustworthy to mother his children. Thus physical beauty, both natural and artificial, balanced by character traits of sexual modesty, nurturing kindness, and a strong sense of duty to family have become widespread hallmarks of ideal femininity. Beauty norms that emerged in stratified societies to simultaneously signal high social status sometimes entailed not just delicacy, refinement, and taste in adornment but actual physical fragility, frailty, even incapacity as symbols of the socioeconomic status of the husband, proving his wealth sufficient to support a wife whose physical labor was not necessary. The former practices of Chinese foot binding and European waist cinching illustrate the debilitating operations of such elite-class norms of feminine beauty. Although they were believed to enhance a woman’s erotic appeal - while simultaneously symbolizing her sexual restraint - they also constrained her physical capacity, not to mention causing her discomfort and pain. 13

A SENSE OF SELF AS OTHER

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According to the French philosopher, Simone de Beauvoir, ideals of femininity create in women a sense of self as Other, existing only in secondary relation to the primary Self, the fully human self that in patriarchal traditions can only be claimed by men. Psychologists have explored how the expectation to nurture others has led legions of women to psychologically unhealthy degrees of self-sacrifice, labeled a negative feminine trait in the literature. Many scholars have written about how women effectively create themselves as objects, rather than subjects, in their pursuit of feminine beauty norms yet are bound not only to fail in this pursuit but also to be reminded of their failure incessantly. Pervasive modern mass media and capitalist commerce promulgate a beauty regime that harshly judges the femininity of women whose age, skin color, hair texture, physique type, or fashion sense do not match the dominant cultural ideal, then exploits feelings of inadequacy to sell beauty products and services from lipstick to skin lightener to liposuction and breast augmentation in order to turn a profit at their expense.

Each minutiae of how a woman’s body looks, feels, and smells, how it is clothed, coiffed, enhanced with makeup and other adornment, even how it speaks and moves or rests combines to express normative femininity successfully or not. Enormous ceaseless efforts of self-surveillance and self-discipline are required from an early age to produce the modern feminine body. A self-policing gendered identity develops through this process. It’s perhaps most evident in the way that people who appreciate beautiful or aesthetically pleasing things, especially with regards to their own manner of dress and selfpresentation, are often presumed to be simply trying to attract or please men. This myth - that feminine dress is primarily designed to attract male attention - exists for a single reason: It enables the societal-wide sexualization of women. After all, if we believe that she wore a pretty dress today because she is trying to pique men’s interests, then suddenly catcalls, sexual innuendos and ogling seem legitimate, because she was essentially asking for that attention. And if she says that she is not interested in a man’s sexual

advances, well then she must be sending mixed messages, because she was clearly trying to tempt or tease him given the way she was dressed. A huge swath of our culture is dedicated to making women feel like their self worth is inexorably tied to how attractive they are to men. While critiquing that system is legitimate, dismissing people who are feminine is misplaced and often invalidates their autonomy. It also overlooks a number of sexist double standards that lead us to perceive feminine dress differently from masculine dress. When a woman gets ready for a date, we often say she gets all dolled up, the assumption being that it is a frivolous and artificial process, while when a man does the same we usually call it grooming, which sounds practical and natural. Any symbolism or connotations they seem to have come directly from our culture or personal assumptions. Rather than critiquing feminine styles of dress, we should destroy the sexist myth that feminine dress exists solely for the benefit of men.

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MASCULINE

People who view femininity and masculinity as female- and male- specific traits - rather than more broadly as human traits - will often encourage genderappropriate behaviors in other people. Sometimes this is done unconsciously or subtly by simply expressing approval of gender-conforming behavior and other times consciously and blatantly by outright ridiculing or condemning people who are gender-nonconforming. This system has many negative ramifications, one of which is that it puts pressure on girls and women to express feminine traits but not masculine ones. Demeaning or dismissing someone solely because she is female is socially unacceptable. However, demeaning or dismissing people for expressing feminine qualities is often condoned and even encouraged. Indeed, much of the sexism faced by women today targets their femininity rather than their femaleness. Feminists have understandably been concerned about this system, although sometimes the strategies that have been forwarded to counter it have been misguided. For instance, some have encouraged women to avoid the feminine and instead pursue masculine approaches and endeavors. But this strategy seems to presume that things that are coded feminine are inherently weak, irrational, frivolous, artificial in relation to those coded masculine. In other words, this strategy seems to accept these sexist double standards at face value rather than challenging them.

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FEMININE

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FEMINISM AND ITS INTERSECTIONALITY

THE TERM FEMINISM DESCRIBES POLITICAL, CULTURAL, AND ECONOMIC MOVEMENTS THAT AIM TO ESTABLISH EQUAL RIGHTS AND LEGAL PROTECTIONS FOR WOMEN. OVER TIME, FEMINIST ACTIVISTS HAVE CAMPAIGNED FOR ISSUES SUCH AS WOMEN’S LEGAL RIGHTS, ESPECIALLY IN REGARD TO CONTRACTS, PROPERTY, AND VOTING; BODY INTEGRITY AND AUTONOMY; ABORTION AND REPRODUCTIVE RIGHTS, INCLUDING CONTRACEPTION AND PRENATAL CARE; PROTECTION FROM DOMESTIC VIOLENCE, SEXUAL HARASSMENT, AND RAPE; WORKPLACE RIGHTS, INCLUDING MATERNITY LEAVE AND EQUAL PAY; AND AGAINST ALL FORMS OF DISCRIMINATION WOMEN ENCOUNTER. FEMINIST HISTORY CAN BE DIVIDED INTO THREE WAVES. THE FIRST WAVE, OCCURRING IN THE 19TH AND EARLY 20TH CENTURY, WAS MAINLY CONCERNED WITH WOMEN’S RIGHT TO VOTE. THE SECOND WAVE, AT ITS HEIGHT IN THE 1960S AND 1970S, REFERS TO THE WOMEN’S LIBERATION MOVEMENT FOR EQUAL LEGAL AND SOCIAL RIGHTS. THE THIRD WAVE, BEGINNING IN THE 1990S, REFERS TO A CONTINUATION OF, AND A REACTION TO, SECOND-WAVE FEMINISM.

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THE TERM FEMINISM DESCRIBES POLITICAL, CULTURAL, AND ECONOMIC MOVEMENTS THAT AIM TO ESTABLISH EQUAL RIGHTS AND LEGAL PROTECTIONS FOR WOMEN. OVER TIME, FEMINIST ACTIVISTS HAVE CAMPAIGNED FOR ISSUES SUCH AS WOMEN’S LEGAL RIGHTS, ESPECIALLY IN REGARD TO CONTRACTS, PROPERTY, AND VOTING; BODY INTEGRITY AND AUTONOMY; ABORTION AND REPRODUCTIVE RIGHTS, INCLUDING CONTRACEPTION AND PRENATAL CARE; PROTECTION FROM DOMESTIC VIOLENCE, SEXUAL HARASSMENT, AND RAPE; WORKPLACE RIGHTS, INCLUDING MATERNITY LEAVE AND EQUAL PAY; AND AGAINST ALL FORMS OF DISCRIMINATION WOMEN ENCOUNTER. FEMINIST HISTORY CAN BE DIVIDED INTO THREE WAVES. THE FIRST WAVE, OCCURRING IN THE 19TH AND EARLY 20TH CENTURY, WAS MAINLY CONCERNED WITH WOMEN’S RIGHT TO VOTE. THE SECOND WAVE, AT ITS HEIGHT IN THE 1960S AND 1970S, REFERS TO THE WOMEN’S LIBERATION MOVEMENT FOR EQUAL LEGAL AND SOCIAL RIGHTS. THE THIRD WAVE, BEGINNING IN THE 1990S, REFERS TO A CONTINUATION OF, AND A REACTION TO, SECOND-WAVE FEMINISM.

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FEMINISMS’ WAVES

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The first wave of feminism refers to the period of activity in the nineteenth century into the early twentieth century and is characterized most notably by the suffrage movement. Believed to be the catalyst of this first wave, Mary Wollstonecraft’s ’A Vindication of the Rights of Women,’ written in 1742, outlined society’s failures with regard to women: its failure to recognize women as individuals separate from men; its failure to educate women and girls adequately and fairly; and its failure to respect women’s value outside of the domestic sphere. At this point in time, women were legally barred from owning property, divorcing their husbands, voting, attending university, or even having legal custody of their children. In the United States, activists such as Susan B. Anthony, Lucy Stone, and Elizabeth Cady Stanton united as women to fight for the abolition of slavery first, and then went on to lead the women’s suffrage movement. The first wave of feminism did not necessarily mark the beginning of the fight for gender equality; rather, the first wave marked the first multinational, organized movement aimed at sparking political shifts towards sustainable equal opportunity and treatment for women. This first wave is largely considered to have ended in 1919 with the ratification of the 19th amendment to the United States Constitution granting women the right to vote.

The second wave of the feminist movement picked up again in the 1960s, with the period in between marking not the absence of the fight for gender equality, but a lack of organization and clear directive within the movement. The first wave built a strong foundation of fighting for political equality, and the second wave was able to extend that fight beyond the suffrage movement. Betty Friedan in 1962 published ’The Feminine Mystique’, within which she reveals the otherwise hidden frustration of housewives across America who had felt unfulfilled and trapped in the domestic sphere. The second wave movement emphasized gender equality in education, in the workplace, and also at home where women tried to separate themselves from the restrictive stereotype of the submissive American housewife that became even more engrained in western culture throughout the 1940s and 1950s. Leaders of the second wave encouraged women to reflect upon their lives and recognize the influence of America’s patriarchal gender-biased society. This idea that the ’personal is political,’ a phrase coined by Carol Hanish, inspired women to seek equal treatment not just politically, but also socially and culturally. Retrospectively, the second wave of the feminist movement is criticized by feminist theorists for preaching a unified female experience while speaking primarily to white, upper-middle class women, many of whom were college educated as well. This rhetorical divide left many women - women of color, especially, but also women who chose to remain in

the domestic sphere, women who revealed in their sexuality, or women who ascribed to traditional feminine standards - feeling disillusioned and left behind by the so-called women’s liberation movement. The call for intersectionality and inclusivity in the early 1990s shaped what first was called lipstick feminism, and what later developed into the third wave. Rather than defining itself against the feminized domestic sphere, the third wave attempts to champion the female right to agency and celebrate the many choices that women make. Many more traditional feminist theorists with ties to the second wave see flippancy in the third wave - inclusivity without any real agenda or unison, and although the third wave does exist largely without a distinct definition, it remains easily identifiable, especially among millennials. The third wave includes such narratives as the notion that identity is multiple, intersecting, and shifting rather than conceptualized as a unified self; autobiography and personal experience as the foundation for feminist theorizing; reclamation of some aspects of traditional femininity. At the heart of the third wave is the belief that hearing other women’s stories can both enlighten and ground the movement for gender equality, and pop culture works hand-in-hand with self-proclaimed proponents of third wave feminism. Celebrities such as Beyonce and Miley Cyrus have paved the way for women to claim two identities - sexual and feminist - that were previously at odds with each other. The question remains, however - how can a movement be

united and focused if it highlights differences and champions every choice that every woman makes? It is important to emphasize a collective political consciousness among women, which the third wave aims to do. Only after this is achieved and the scope of the fight for gender equality and the diversity of the female experience is understood can women come together to fight for direct political goals and broader social justice.

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MANY FACES OF OPPRESSION

The idea that we experience life, sometimes discrimination, sometimes benefits, based on a number of identities is the fundament for intersectionality. Although intersectionality can be used as a framework for understanding any combination of experiences, you’ll most often hear it in the context of feminism. Women are diverse. Although we share the sometimes-terrifying experience of being women in an unfriendly world - carrying our keys between our fingers at night, wondering whether our ride-share drivers will take us home safely - we also represent backgrounds that further complicate our womanhood. On top of gender are layers such as race, sexuality, class, nationality, and mental and physical ability. The way these layers interact with and define the discrimination or setbacks we face is called intersectionality. By adding the idea of intersectionality to feminism, the movement becomes truly inclusive, and allows women of all races, economic standings, religions, identities and orientations for their voices to be heard.The term has been around since the late 1980’s but intersectionality is a word that’s new to many of us. According to the MerriamWebster dictionary: it’s used to refer to the complex and cumulative way that the effects of different forms of discrimination (such as racism, sexism, and classism) combine, overlap, and intersect - especially in the experiences of marginalized people or groups. Essentially meaning that discrimination doesn’t exist in a bubble - different kinds of prejudice can be amplified in different ways when put together.

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The word itself was coined and first used by legal scholar and civil rights advocate Kimberlé Crenshaw in a 1989 essay that asserts that anti-discrimination law, feminist theory, and antiracist politics all fail to address the experiences of black women because of how they each focus on only a single factor. While still a law student, Kimberlé saw that gender and race were looked at as completely separate issues. To Crenshaw, studying them in isolation to each other made no sense. She saw that women of color, for example, are doubly discriminated against, particularly in law. Crenshaw writes that ’because the intersectional experience is greater than the sum of racism and sexism, any analysis that does not take intersectionality into account cannot sufficiently address the particular manner in which black women are subordinated’. The idea that we experience life, sometimes discrimination, sometimes benefits, based on a number of identities is the fundament for intersectionality. Crenshaw first started to develop her theory on intersectionality when she studied the ways black women are discriminated against for both their gender and race. The term was born due to a case where she was looking at black women who were being discriminated against, not just as black people and not just as women, but as black women. So, intersectionality was basically just a metaphor to say they are facing race discrimination from one direction. They have gender discrimination from another direction, and they’re colliding in their lives in ways we really don’t anticipate and understand.

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The concept of intersectionality is not exactly new. So many of the antecedents to it are as old as Anna Julia Cooper and Maria Stewart in the 19th century in the US, all the way through Angela Davis and Deborah King. In every generation and in every intellectual sphere and in every political moment, there have been African American women who have articulated the need to think and talk about race through a lens that looks at gender, or think and talk about feminism through a lens that looks at race. The modern feminism is in continuity with that. Looking at the historical example, the case of Degraffenreid vs General Motors, in which five black women sued GM on the grounds of race and gender discrimination is the first approach to define the international feminism and determine its place in the juridical matters. The particular challenge in the law was one that was grounded in the fact that antidiscrimination law looks at race and gender separately. The consequence of that is when African American women or any other women of color experience either compound or overlapping discrimination, the law initially just was not there to come to their defense. The courts’ thinking was that black women could not prove gender discrimination because not all women were discriminated against, and they couldn’t prove race discrimination because not all black people were discriminated against. A compound discrimination suit would, in the courts’ eyes, constitute preferential treatment. Cases like these showed how these African American plaintiffs’ arguments rested on the ability to show that the discrimination they were experiencing was the combination of two different kinds of policies.

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Gender justice is racial justice is economic justice Though originally applied only to the ways that sexism and racism combine and overlap, intersectionality has come to include other forms of discrimination as well. Today, modern feminists show that intersectionality encompasses more than just the intersections of race and gender. It’s now widely used to illustrate the interplay between any kinds of discrimination, whether it’s based on gender, race, age, class, socioeconomic status, physical or mental ability, gender or sexual identity, religion, or ethnicity. When approaching women rights issues, we should do it from a position that takes into account all women, in all their diversities. Intersectionality draws attention to invisibilities that exist in feminism, in anti-racism, in class politics, so obviously it takes a lot of work to consistently challenge ourselves to be attentive to aspects of power that we don’t ourselves experience. The difference between feminism and International feminism is that feminism is advocating for women’s rights and equality between the sexes, intersectional feminism is the understanding of how women’s overlapping identities - including race, class, ethnicity, religion and sexual orientation - impact the way they experience oppression and discrimination. To put things clear, a white woman is penalized by her gender but has the advantage of race. A black woman is disadvantaged by her gender and her race. A Latina lesbian experiences discrimination because of her ethnicity, her gender and her sexual orientation. Intersectional feminism means not focusing solely on breaking the glass ceiling in corporate America, for instance, but in raising the minimum wage, as nearly two-thirds of minimum-wage workers in the U.S. are women, according to the National Women’s Law Center. Over the course of its existence, feminism has mainly focused on the issues experienced by white, middle-class women. For example, it is largely shared and advertised

that a woman makes 78 cents to a man’s dollar. But this is only the statistic for white women. As upsetting as it is, women of minority groups make even less. Black women earn 64 cents to white men’s dollars and Hispanic women only earn 56 cents. Intersectional feminism takes into account the many different ways each woman experiences discrimination. White feminism is a term that is used to describe a type of feminism that overshadows the struggles women of color, LGBTQ women and women of other minority groups face. Intersectionality simply means that there are lots of different parts to our womanhood. And those parts are not incidental or auxiliary. They matter politically. The word Intersectionality itself isn’t important - but the concept behind it is. Without it, there’s no way to talk about the experience of people who belong to more than one oppressed group. At its most simple, in the feminist context, it means recognizing that not all women are white, and some LGBTQ people and people of color are women. Today, the term makes some people uncomfortable in part because it suggests that white women recognize their privilege and examine the ways in which that privilege can make other women invisible within the feminist movement. Intersectional feminism is especially important right now as we face a situation in which many women are confronting multiple forms of vulnerability. In times like this, there is a real danger that feminism itself can function in an exclusionary manner by marginalizing less powerful and less privileged women and allies - the very people who most need feminism today. Many white women announced themselves as intersectional feminists, yet, they were still completely detached from the lives and issues of cis and trans black women and women of color. Black women and women of color weren’t too quick to join the intersectional movement either as instincts and too many bad experiences in white-centered 25

environments made them very distrustful of intersectional feminism. As time progressed, any hope that intersectional feminism would be this magical path to racial and cultural harmony between white women and non-white women disappeared. Despite the legion of spaces dedicated to intersectionalism - it always seemed that every environment was divided by race. Intersectional feminism doesn’t mean anything if white women still struggle to support and advocate for those whose identities cross intersections that are foreign to theirs. Meanwhile, the sisterhood between black women of color and non-black women of color has become increasingly stronger. Social and racial justice warriors are creating spaces exclusively for nonwhite women, allowing us them exhale, grow, and continue strengthening their collective goals and organic connection. Despite how daunting and intimidating the term intersectionality may seem, it’s just about us standing up and looking out for each other. Adding intersectionality to feminism is important to the movement because it allows the fight for gender equality to become inclusive. Using intersectionality allows us all to understand each other a little bit better. At the end of the day, we might all experience discrimination and gender inequality differently and uniquely, but we are all united in our hope for equality.

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HOW TO PRACTICE? Despite how daunting and intimidating the term intersectionality may seem, it’s just about us standing up and looking out for each other. Adding intersectionality to feminism is important to the movement because it allows the fight for gender equality to become inclusive. Using intersectionality allows us all to understand each other a little bit better. At the end of the day, we might all experience discrimination and gender inequality differently and uniquely, but we are all united in our hope for equality. Get curious, not furious Listen with empathy to your critics. Checking your privilege is hard, especially amongst people who already feel marginalized and discriminated against. But when you’re ’called out’ for not being as inclusive as you can be, consider it being ’called in’ to examine your own privilege and bias you might bring to the subject matter, and an opportunity to learn and grow.

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Seek out diverse opinions Listen to women whose life experiences differ from your own, especially when advocating for public policy changes. Be intentionally inclusive by soliciting input from more stakeholders from a diverse array of backgrounds. Be open to differences in opinions and approaches and practice active listening as a part of your organizing and advocacy.

Resist generalizations It’s tempting to stand up ’for all women’, but in doing so, you may accidentally be perpetuating erasure. We must not allow acknowledging our differences to threaten our sense of unity as a movement. Get comfortable with the potential discomfort of honoring our differences as salient elements of your advocacy.

Self-Reflect Intersectionality demands that we deliberately look within ourselves - at the places where we don’t understand and where we feel challenged. We must take upon ourselves the desire to learn about issues and identities that do not impact us personally. Thus, taking up the difficult work of investigating our own privilege is key to intersectional feminism. We have to move beyond a theoretical understanding of feminism and actually consider how we treat people in our daily lives.

Decenter Your Perspective As feminists, it’s important that we pay attention to the fact that feminism is about more than ending sexism - it’s also about ending all the interconnected systems of oppression that affect different women in different ways. The things our privileges allow us to take for granted are the reasons we need intersectional analysis to do truly inclusive feminist work. Without it, it’s easy to center feminism around either our own experiences or the experiences of those who are already the most privileged in society. So make an effort to avoid centering feminism around yourself or people of privilege.

Be Willing to Make Mistakes There’s no room for perfectionism in feminism. That is to say that we must be willing to make and learn from mistakes in the process of doing feminist work. Adopting an intersectional framework is not an easy process. It involves seeking to understand things that are difficult for you to understand, empathizing with people who are not like you, stepping back instead of speaking over others, and opening yourself up to a high level of accountability. When people don’t make an effort to be intersectional, they’re quick to dismiss other people’s lived experiences in favor of their own beliefs, get defensive when called out, and complain that others are too politically correct or sensitive.

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3 ABRAHAM MASLOW’S

HIERARCHY OF NEEDS

Maslow first introduced his concept of a hierarchy of needs in his 1943 paper ‚A Theory of Human Motivation’ and his subsequent book Motivation and Personality. This hierarchy suggests that people are motivated to fulfill basic needs before moving on to other, more advanced needs. While some of the existing schools of thought at the time tended to focus on problematic behaviors, Maslow was much more interested in learning about what makes people happy and the things that they do to achieve that aim. As a humanist, Maslow believed that people have an inborn desire to be self-actualized, that is, to be all they can be. In order to achieve these ultimate goals, however, a number of more basic needs must be met such as the need for food, safety, love, and self-esteem. Maslow believed that these needs are similar to instincts and play a major role in motivating behavior. Physiological, security, social, and esteem needs are deficiency needs, which arise due to deprivation. Satisfying these lower-level needs is important in order to avoid unpleasant feelings or consequences. Maslow termed the highest level of the pyramid as growth needs. These needs don’t stem from a lack of something, but rather from a desire to grow as a person. While the theory is generally portrayed as a fairly rigid hierarchy, Maslow noted that the order in which these needs are fulfilled does not always follow this standard progression. For example, he noted that for some individuals, the need for self-esteem is more important than the need for love. For others, the need for creative fulfillment may supersede even the most basic needs.

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THE PYRAMIDE

Physiological Needs The basic physiological needs are probably fairly apparent - these include the things that are vital to our survival, like food, water, breathing, homeostasis. In addition to the basic requirements of nutrition, air and temperature regulation, the physiological needs also include such things as shelter and clothing. Maslow also included sexual reproduction in this level of the hierarchy of needs since it is essential to the survival and propagation of the species. Security and Safety Needs As we move up to the pyramid, the requirements start to become a bit more complex. At this level, people want control and order in their lives, so this need for safety and security contributes largely to behaviors at this level, including needs such as: financial security, heath and wellness, safety against accidents and injury. Finding a job, obtaining health insurance and health care, contributing money to a savings account, and moving into a safer neighborhood are all examples of actions motivated by the security and safety needs. Social Needs They include love, acceptance, and belonging. At this level, the need for emotional relationships drives human behavior. Some of the things that satisfy this need include: friendships, romantic attachments, family, social groups, community groups, churches and religious organizations. In order to avoid problems such as loneliness, depression, and anxiety, it is important for people to feel loved and accepted by other people. Personal relationships with friends, family, and lovers play an important role, as does involvement in other groups that might include religious groups, sports teams, book clubs, and other group activities.

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Esteem Needs At this point, it becomes increasingly important to gain the respect and appreciation of others. People have a need to accomplish things and then have their efforts recognized. People need to sense that they are valued by others and feel that they are making a contribution to the world. Participation in professional activities, academic accomplishments, athletic or team participation, and personal hobbies can all play a role in fulfilling the esteem needs. People who are able to satisfy the esteem needs by achieving good self-esteem and the recognition of others tend to feel confident in their abilities. Those who lack self-esteem and the respect of others can develop feelings of inferiority.

Self-Actualization Needs At the very peak of Maslow’s hierarchy are the selfactualization needs. It may be loosely described as the full use and exploitation of talents, capabilities and potentialities. Such people seem to be fulfilling themselves and to be doing the best that they are capable of doing. They have developed or are developing to the full social position of which they are capable. Self-actualizing people are self-aware, concerned with personal growth, less concerned with the opinions of others, and interested in fulfilling their potential.

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Maslow’s hierarchy of needs represents part of an important shift in psychology. Rather than focusing on abnormal behavior and development, Maslow’s humanistic psychology was focused on the development of healthy individuals. While there was relatively little research supporting the theory, the hierarchy of needs is well-known and popular both in and out of psychology. In a study published in 2011, researchers from the University of Illinois set out to put the hierarchy to the test. What they discovered is that while the fulfillment of the needs was strongly correlated with happiness, people from cultures all over the world reported that self-actualization and social needs were important even when many of the most basic needs were unfulfilled. Such results suggest that while these needs can be powerful motivators of human behavior, they do not necessarily take the hierarchical form that Maslow described.

THE SOURCE OF SELF-OBSESSION

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Self-cult is a relatively new phenomenon. For thousands of years, traditional Judeo-Christian values emphasized modesty and humility as the measures of a well-lived life. In these times, the self was down-played for the sake of pursuing a greater collective goal. But in the mid 20th century, a new philosophy took hold: that each and every person is special, regardless of how talented they are. In the 1950s and 1960s, the seeds of the Cult of Self were sown with the humanistic psychology movement. The famed Abraham Maslow was one of its earliest supporters, which lead to his proposal that humans have a hierarchy of needs. The higher-order need to achieve our full potential could not be achieved until our lower-order needs were met. Unfortunately, by Maslow’s own admission, it was nearly impossible for human beings to truly reach their full potential. If we couldn’t reach enlightenment, there was a similar, far more attainable trait just down in his ladder: self-esteem. By this token, we didn’t need to become great - all we really had to do was feel great. In the 1970s, the fire of self-esteem began to catch. The mega best-seller The Psychology of SelfEsteem wildly claimed that there wasn’t ’a single psychological problem - from anxiety to depression, to fear of intimacy or of success, to spouse battery or child molestation’ that wasn’t the result of low self-esteem. The Cult had found its first followers, and by the 1990s and 2000s, membership had boosted. Since then, our collective sense of selfimportance has only intensified. One long-running study analyzed high schoolers’ responses to the statement ’I am an important person’ over nearly four decades. In the 1950s, only 12% agreed, but by 1989, that number had soared to roughly 80%. Continuing the trend, college students’ narcissism levels (measured by statements like ’I will never be satisfied until I get all that I deserve’) increased a full 30% between the mid-1980s and mid-2000s. Social media has only added fuel to the fire. The nature of the medium makes it all-too-easy to focus exclusively on ourselves at the expense of others. In fact, one recent study showed that half of status updates are posted with the goal of looking good in the eyes of others. Presenting a humblebrag about our amazing vacation or a fabulous selfie kicks us into the inescapable echo chambers of our own awesomeness, and only serves to amplify our sense of self-importance.

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WHAT WE REALLY HAD TO DO WAS FEEL GREAT

Despite the short-term ego boost our positive illusions give us, they also have serious long-term consequences. For example, boosting the self-esteem of unsuccessful people hurts their performance more than it helps. Similarly, people with high self-esteem tend to be more violent and more vulnerable to drug and alcohol problems. Unrealistically positive views of ourselves can harm our relationships, too: In one study, college students with accurate self-perceptions were seen by others as intelligent, charming, and honest, while those with overly confident views were labeled as self-defeating, condescending, defensive, and hostile. For many people, the mere idea of quitting the Cult of Self can feel scary. Despite the leap of faith it requires, canceling our membership frees us up to discover and compassionately accept - the person we really are. The alternative to boundless self-esteem doesn’t have to be self-loathing. Where self-esteem means thinking we’re amazing regardless of the objective reality, self-acceptance means understanding our objective reality, giving ourselves permission to be imperfect, and deciding to value ourselves anyway. Research has shown that self-esteem and self-acceptance are identical predictors of happiness and optimism, but only people high in self-acceptance hold positive views of themselves that aren’t dependent on external validation. After all, the more realistically we are able to see ourselves, the more empathy and grace we can extend to the person we learn we are.

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SELF-ESTEEM

Women’s identities have gotten a bad reputation in recent years. We are told that women think badly of themselves, and they have no self-confidence. If you Google „women and self-esteem” you’ll get over 7 million hits, most of them websites on the problems of women’s self-esteem or how to boost women’s self-esteem. Women’s identities, we are told, are fragile and conflicted: at work they feel like frauds and at home they feel worthless. Women are ambivalent over whether they want to be feminine or masculine, and ping-pong back and forth between gender roles. One day they are all gentleness, caring, and frills and the next day they are all assertiveness, self-promotion, and pantsuits. The beauty lies in the choices to be whoever we want. Yet, the society is making it difficult and complicated to strike the balance within our minds and souls. OUR WAY OF BEING

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Self-esteem comes from the inside out. It means that a woman is not dependent upon anyone else to make her feel good about herself, because she already knows she’s fine just the way she is. She is confident and aware of her strengths and abilities. She wants to share them with others. This does not mean she is conceited. She is also aware of areas needing work and growth. But that’s ok because she knows she’s not perfect, and she doesn’t have to be. No one is. She understands that we all have our strengths and weaknesses. Self-esteem is a core identity issue, essential to personal validation and our ability to experience joy. Once achieved, it comes from the inside out. But it can be assaulted or stunted from the outside in. A woman with low self-esteem does not feel good about herself because she has absorbed negative messages about women from the culture and/or relationships.

The beauty lies in the choices to be whoever we want. Relationships are impacted as well. Their needs are not met by their partner because they feel like they don’t deserve to have them met, or are uncomfortable asking. Their relationships with their children can suffer if they are unable to discipline effectively, set limits, or demand the respect they deserve. Worse yet, low selfesteem passes from mother to daughter. The mother is modeling what a woman is. She is also modeling, for her sons, what a wife is. In the workplace, women with low self-esteem tend to be self-deprecating, to minimize their accomplishments, or let others take credit for their work. They never move up. Finally, with friends, they are unable to say no. They end up doing favors they don’t want to do, or have any time for. They end up going where they don’t want to go, with people they don’t want to go with. Self-esteem is influencing all aspects of our lives. Especially when it’s low, we are experiencing detrimental effects on your mind and body. The sad fact is that - a woman with low self-esteem has no control over her life.

Self-esteem has been a hot topic in psychology for decades, going about as far back as psychology itself. Even Freud, who many consider the founding father of psychology, had theories about self-esteem at the heart of his work. What self-esteem is, how it develops (or fails to develop) and what influences it has kept psychologists busy for a long time, and there’s no sign that we’ll have it all figured out anytime soon. From an academic point of view, psychologists define selfesteem as a person’s overall sense of his or her value or worth. It can be considered a sort of measure of how much a person ’values, approves of, appreciates, prizes, or likes him or herself’. According to self-esteem expert Morris Rosenberg, self-esteem is quite simply one’s attitude toward oneself. He described it as a ’favourable or unfavourable attitude toward the self’. Various factors believed to influence our self-esteem include: genetics, personality, life experiences, age, health, thoughts, social circumstances, the reactions of others and comparing the self to others. 43

WHILE THERE IS STILL MUCH TO LEARN ABOUT SELF-ESTEEM, AT LEAST THE SCHOLARS WERE ABLE TO DEFINE THE TERM AND, MORE IMPORTANTLY, DIFFERENTIATE IT AMONG SIMILAR CONSTRUCTS. AMONG MANY TERMINOLOGIES THAT ADDRESS THE ISSUES OF ONE’S SYSTEM OF VALUE AND WORTH, SELF-ESTEEM CAN BE EASILY MISUNDERSTOOD AND WRONGLY ASSOCIATED WITH TRAITS THAT DO NOT CHARACTERIZE IT. Self-Esteem vs. Self-Concept - Self-esteem is not self-concept, although self-esteem may be a part of self-concept. Self-concept is the perception that we have of ourselves, our answer when we ask ourselves the question ’Who am I?’ It is knowing about one’s own tendencies, thoughts, preferences and habits, hobbies, skills, and areas of weakness. Put simply, the awareness of who we are is our concept of our self. Self-concept is an overarching construct that self-esteem is one of the components of it.

Self-Esteem vs. Self-Confidence - Self-esteem is not self-confidence. Self-confidence is about your trust in yourself and your ability to deal with challenges, solve problems, and engage successfully with the world. As you probably noted from this description, self-confidence is based more on external measures of success and value than the internal measures that contribute to self-esteem. One can have high selfconfidence, particularly in a certain area or field, but still lack a healthy sense of overall value or self-esteem.

Self-Esteem vs. Self-Image - Another similar term with a different meaning is self-image. Self-image is similar to self-concept in that it is all about how you see yourself. Instead of being based on reality, however, it can be based on false and inaccurate thoughts about ourselves. Our self-image may be close to reality or far from it, but it is generally not completely in line with objective reality or with the way others perceive us.

Self-Esteem vs. Self-Efficacy - Similar to selfconfidence, self-efficacy is also related to self-esteem but not an alternative for it. Self-efficacy refers to the belief in one’s ability to succeed at certain tasks. You could have high self-efficacy when it comes to playing basketball, but low self-efficacy when it comes to succeeding in math class. Unlike self-esteem, selfefficacy is more specific rather than global, and it is based on external success rather than internal worth.

Self-Esteem vs. Self-Worth - Self-esteem is a similar concept to self-worth but with a small, although important, difference: self-esteem is what we think, feel, and believe about ourselves, while self-worth is the more global recognition that we are valuable human beings worthy of love.

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Self-Esteem vs. Self-Compassion - Finally, selfesteem is also not self-compassion. Self-compassion centers on how we relate to ourselves rather than how we judge or perceive ourselves. Being selfcompassionate means we are kind and forgiving to ourselves, and that we avoid being harsh or overly critical of ourselves. Self-compassion can lead us to a healthy sense of self-esteem, but it is not in and of itself self-esteem. 45

There are certain characteristics that distinguish how high someone’s self-esteem is. Examples of these characteristics are being open to criticism, acknowledging mistakes, being comfortable with giving and receiving compliments, and displaying a harmony between what one says, does, looks, sounds, and moves. People with high self-esteem are unafraid to show their curiosity, discuss their experiences, ideas, and opportunities. They can also enjoy the humorous aspects of their lives and are comfortable with social or personal assertiveness. Recent research found a correlation between self-esteem and optimism with university students from Brazil. One of the most interesting results came from a cross-cultural research on life satisfaction and self-esteem, which was conducted in 31 countries. They found differences in self-esteem between collective and individualistic cultures with self-esteem being lower in collectivist cultures. Expressing personal emotions, attitudes, and cognitive thoughts are highly associated with self-esteem, collectivist cultures seem to have a drop in self-esteem because of a lack of those characteristics. China, a collectivist culture, found out that self-esteem was a significant predictor of life satisfaction. Moreover, they discovered that similar to other collectivist cultures, self-esteem also had an effect on resilience with teenagers. Teenagers with low self-esteem had a higher sense of hopelessness and had low resilience. In more individualistic cultures, teenagers who were taught to depend on their beliefs, behaviors, and felt open to expressing their opinion had more resilience and higher self-esteem. School-based programs that pair students with mentors and focus on relationships, building, self-esteem enhancements, goal setting, and academic assistance have been proven to enhance students’ selfesteem, improve relationships with others, reduce depression and bullying behaviors.

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The popular belief that the measure of our personal worth is our external achievements is wrongfully depicted as a misconception of what self-esteem actually is.

According to Nathaniel Branden, the author of the pioneering book ’The Six Pillars of Self-Esteem’, of all the judgments we pass in life, none is as important as the one we pass on ourselves. Apart from disturbance whose roots are biological, I cannot think of a single psychological problem—from anxiety and depression, to underachievement at school or at work, to fear of intimacy, happiness, or success, to alcohol or drug abuse, to spouse battering or child molestation, to co-dependency and sexual disorders, to passivity and chronic aimlessness, to suicide and crimes of violence—that is not traceable, at least in part, to the problem of deficient selfesteem. A ‘practice’ implies a discipline of acting in a certain way over and over again—consistently. It is not action by fits and starts, or even an appropriate response to a crisis. Rather, it is a way of operating day by day, in big issues and small, a way of behaving that is also a way of being. Self-esteem is an experience. It is a particular way of experiencing the self. It is a good deal more than a mere feeling – this must be stressed. It involves emotional, evaluative, and cognitive components. It also entails certain action dispositions: to move toward life rather than away from it; to move toward consciousness rather than away from it; to treat facts with respect rather than denial; to operate self-responsibly rather than the opposite. To begin with a definition: “Selfesteem is the disposition to experience oneself as being competent to cope with the basic challenges of life and of being

worthy of happiness. It is confidence in the efficacy of our mind, in our ability to think. By extension, it is confidence in our ability to learn, make appropriate choices and decisions, and respond effectively to change. It is also the experience that success, achievement, fulfillment – happiness – are right and natural for us. The survival-value of such confidence is obvious; so is the danger when it is missing.” However, the popular belief that the measure of our personal worth is our external achievements is wrongfully depicted as a misconception of what self-esteem actually is. This is an understandable error to make but it is an error nonetheless. We admire achievements, in ourselves and in others, and it is natural and appropriate to do so. But this is not the same thing as saying that our achievements are the measure or grounds of our self-esteem. The root of our self-esteem is not our achievements per se but those internally generated practices that make it possible for us to achieve. How much we will achieve in the world is not fully in our control. An economic depression can temporarily put us out of work. A depression cannot take away the resourcefulness that will allow us sooner or later to find another or go into business for ourselves. ‘Resourcefulness’ is not an achievement in the world - it is an action in consciousness – and it is here that selfesteem is generated.

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THE SIX PILLARS OF SELF ESTEEM In “The Six Pillars of Self Esteem,” Branden examines the six practices that he has found to be essential for the nurturing and sustaining of healthy self-esteem: the practice of living consciously, of self-acceptance, of self-responsibility, of self-assertiveness, of purposefulness, and of integrity.

The practice of living consciously - respecting the facts and being present to what we are doing while we are doing it. Seeking and being eagerly open to any information, knowledge, or feedback that bears on our interests, values, goals, and projects. Seeking to understand not only the world external to self but also our inner world, so that we do not fall into self-blindness.

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The practice of self-acceptance refers to - the willingness to own, experience, and take responsibility for our thoughts, feelings, and actions, without evasion, denial, or disowning – and also without self-repudiation. Giving yourself permission to think one’s thoughts, experience one’s emotions, and look at one’s actions without necessarily liking, endorsing, or condoning them. It is the virtue of realism applied to the self.

The practice of self-responsibility - realizing that we are the author of our choices and actions. That each of one us is responsible for life and well-being and for the attainment of our goals. That if we need the cooperation of other people to achieve our goals, we must offer values in exchange. And that question is not Who’s to blame? but always What needs to be done?

The practice of self-assertiveness - being authentic in our dealings with others. Treating our values and persons with decent respect in social contexts. Refusing to fake the reality of who we are or what we esteem in order to avoid disapproval. The willingness to stand up for ourselves and our ideas in appropriate ways in appropriate contexts.

The practice of living purposefully - identifying our short-term and long-term goals or purposes and the actions needed to attain them by formulating an action-plan. Organizing behavior in the service of those goals; monitoring action to be sure we stay on track and paying attention to outcome so as to recognize if and when we need to go back to the drawing-board.

The practice of personal integrity - living with congruence between what we know, what we profess, and what we do. Telling the truth, honoring our commitments and exemplifying in action the values we profess to admire.

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What all these practices have in common is respect for reality. They all entail at their core a set of mental operations. When we seek to align ourselves with reality as best we understand it, we nurture and support our self-esteem. When, either out of fear or desire, we seek escape from reality, we undermine our self-esteem. No other issue is more important or basic than our cognitive relationship to reality, meaning: to that which exists. People can be inspired, stimulated, or coached to live more consciously, practice greater self-acceptance, operate more self-responsibly, function more self-assertively, live more purposefully, and bring a higher level of personal integrity into their life – but the task of generating and sustaining these practices falls on each of us alone. If I bring a higher level of awareness to my self-esteem, I see that mine is the responsibility of nurturing it. No one - not our parents, nor our friends, nor our lover, nor our psychotherapist, nor our support group - can give us self-esteem. If and when we fully grasp this, that is an act of waking up.

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SELF-WORTH REVOLUTION

SELF-WORTH IS A SELF-EVALUATIVE EMOTIONAL REACTION. IT’S A FEELING OF CONFIDENCE IN OUR ABILITIES AND QUALITIES. SO BASIC IS THIS FEELING TO OUR FUNCTIONING THAT WE’VE COME TO KNOW IT BY MANY NAMES. THERE’S SELF-CONFIDENCE AND SELFESTEEM, AND EVEN SELF-EVALUATION AND SOMETIMES SELF-APPRAISAL. HOWEVER, RESEARCH SHOWS THAT ALL THESE FUNCTION IN FEEDBACK LOOPS THAT GROW OR SHRINK SELF-WORTH. THIS FEAR OF FAILING IS AN IMPORTANT FACTOR IN MANY YOUNG WOMEN’S LIVES. THIS DOWNGRADING OF THE INTELLIGENCE ALLOWS TO FEEL SAFE BECAUSE IT WAS EASIER TO BELIEVE THAT IN A FAILURE RATHER THAN BELIEVING YOU COULD BE SUCCESSFUL IN CASE OF FAILURE AND THE PAIN THAT WAS ASSOCIATED WITH IT. MANY STUDENTS HAVE ALL BEEN THROUGH THIS, WHICH IS A MAJOR REASON WHY SELF-DOUBT IS EXTREMELY LOW IN MANY INDIVIDUALS. FEAR OVERPOWERS MANY OF OUR LIVES SUCH THAT IT CAUSES US TO DEGRADE OURSELVES.

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For better or for worse, the foundations for selfworth are laid in our very early experiences. Even before we develop a complex cognitive system capable of assessing our beliefs about ourselves, our interactions with our primary caregivers expose us to feelings of pride and shame, and influence the way we see ourselves later as adults. Research on early attachment over the past thirty years has shown how attuned mothers (or primary caregivers) help children make sense of their inner worlds. The ability to understand and regulate emotions is what leads to the affective construct of self-worth that later gives rise to the cognitive construct. Together, they allow us to make sense of our experiences, believe in our competence and grow an authentic identity based on our strengths and values. Unfortunately, not all of us grow up in the secure and nurturing environments that are ideal for selfworth to blossom. In fact, studies show that over half of us end up with insecure attachment, the result of dismissive or indecisive parenting, or worse, neglect and trauma by the very people who we once turned to for security. Even in these early years, it seems that the cards are not dealt equally between girls and boys. Biology primes the female mind towards an inherent negativity bias that is Velcro for negative events. Little girls end up experiencing failure and rejection with greater intensity and ruminating about it for longer periods of time, thus strengthening the circuits of shame and incompetence.

THE ROLE OF EARLY DEVELOPMENT

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THE SOCIETAL ONSLAUGHT However, these early shortcomings are almost trivial in comparison to the social disadvantages that follow. From very young ages, girls are burdened with external demands - some familial and others societal - that chain them to an ’ought self’ and limit their full potential. They’re required to ’be nice’ while boys are free to ’be boys’. This means that they are expected to stay away from little fights and tussles, avoid aggressive sports and behaviors, and work at maintaining harmony, even at a cost to their dreams. Ironically though, when they act in ways that are consistent with gender stereotypes, they’re viewed as less competitive. On the other hand, when they act in ways that are inconsistent with these stereotypes, they are considered unfeminine. Add to that the fact that they are bombarded with subtle and not so subtle messages to be perfect from a very young age. They begin to reject parts of themselves they don’t like in order to be accepted by others, and by society. In this barren container of inauthenticity, they struggle to reach a mirage, consistently fall short, and raise the bar even higher to safeguard a failing sense of self-worth - over and over again. Enough rounds of this downward spiral, and they end up depressed and lose faith in themselves.

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Worst of all, even if they do manage to put in Herculean efforts and ’prove their worth,’ they’re required to be modest and downplay their achievements. Young women who boast their qualifications are seen as braggers - and are disliked. Young men who do so are given bonus points for their confidence. No wonder so many women suffer from the Imposter Syndrome, unaware and unaccepting of their inherent abilities.

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This has far reaching consequences. Externally imposed expectations deprive women of the very learning experiences that would erase the effects of an insecure attachment. Recent advancements in neuroplasticity show that experiential learning has the power to rewire our brains. This is why boys manage to restructure whatever internal working models they developed in their early years, while girls continue to strengthen them and struggle with self-confidence for the next quarter of their lives. Research shows that when people with low self-esteem receive negative feedback or encounter interpersonal rejection, their self-evaluations become even more negative and they close down in shame and humiliation. Those with high selfesteem, on the other hand, are quite immune to failure. They learn from their mistakes and stay in the game without launching an onslaught of self-criticism. By depriving women of the experiences that would allow them to live with courage and boldness, and thus come to believe in their abilities and qualities, we’re making them prisoners within themselves. A few decades down the road, and the difference is stark. Men use their confidence to speak up, earn higher wages as a result and claim the majority of leadership positions. Women, on the other hand, continue to doubt themselves despite their competence, and struggle with the glass ceiling, often unaware that the real ceiling lives within their own minds.

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RECLAIMING OUR SELVES

We cannot change our past, nor our biology - but we can certainly make sense of it and understand why we feel the way we do. But more importantly, we can change societal expectations that we’ve internalized, so that we let go of self-defeating beliefs and patterns of behaviors and rise to our full potential. This means that firstly, we have to connect to our ’true self.’ We have to befriend once again, the person who we are, our values, passions and dreams. This inner connection is what will decrease the importance of external evaluations on our self-worth and allow us to pursue intrinsic goals that imbue our lives with meaning and purpose. Secondly, we need to put aside modesty and develop a greater belief in our attributes. Knowing who we are, without appreciating what makes us unique will not do much for our self-worth. Savoring and sharing past experiences where our strengths impacted our performance or benefitted others allows momentary positive states to register in long-term memory and build a reservoir of self-worth. And finally, we need to let go of perfection. This is because self-worth is judged against a self-ideal discrepancy that exists only in our mental maps. When the ideal is a mirage, the consistent gap becomes the birthplace of self-doubt, overwhelm, perpetual anxieties and everything that keeps us from living life with courage and boldness. At the end of the day, self-worth is inner security. It’s the friend that stands up for you when you are down and cheers you on when you are successful. 59

What do professional golfers, radical queer feminists and Instagram lifestyle influences have in common? They are all devotees of “self-care”. While the earlier self-help movement focused on improving yourself, the relatively new self-care movement focuses on preserving yourself. It’s lifestyle advice for an age of diminished expectations, where most people have given up on getting to the top and the best they can hope for is to get through the day. Self-care is self-help for a time when about a third of the population will suffer from some kind of anxiety disorder during their lives. Self-care is a remarkably flexible term. It includes nearly any activity people use to calm, heal and preserve themselves in the face of adversity. Some common forms of self-care

include getting enough sleep, eating well, physical exercise, meditating and doing things you like such as watching an 80s teen film. Other suggestions for selfcare include tracking your menstrual cycle, having date nights with yourself, doing craft activities such as crochet, learning the art of saying no, and “consciously unfollowing” people on social media. A whole self-care industry has popped up in recent years peddling products such as temporary tattoos featuring slogans like “I am enough”. The hashtag #selfcare has been used more than 18 million times on Instagram alone. Type it in and thousands of images of glossy-haired women lounging in health spas will pop up.

NEW SELF-CARE STRIPPED OF POLITICS FOR MASS MARKET

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Although self-care seems to be everywhere today, it hasn’t always been this way. Everyone loves to talk about, but it’s been divorced from its original radical roots thanks to capitalism. When we think of selfcare, we automatically think of bath bombs, manicures, pedicures and gorging on pizza. While these things are not bad in and of themselves, consuming makeup and high calories isn’t self-care; it’s self-indulgence. Real self-care involves taking care of our bodies, our minds and our spirits, especially for those of us who face intersecting forms of oppression.The roots of the current ideas about self-care are to be found in a book by the intellectual historian, Michel Foucault. In the third volume of The History of Sexuality, he examined how ancient Greeks pursued ideas about the “care of the self”. This idea took on a new vitality in A Burst of Light, a book by Audre Lorde. Written after she had been diagnosed with cancer for a second time, Lorde talks about self-care as a radical political act. “Caring for myself is not self-indulgence,” she wrote. “It is selfpreservation, and that is an act of political warfare.” Lorde’s ideas about self-care were picked up by many in queer, feminist and activist circles. Caring for yourself became a way of preserving yourself in a world that was hostile to your identity, your community and your way of life. But the idea of self-care has overflowed the relatively small circles of people who might be familiar with Lorde. The self-care of Instagrammers, professional golfers and overworked executives is probably not intended as “an act of political warfare” as Lorde had hoped. Maybe others are finally starting to recognise the power of some of Lorde’s ideas. Perhaps it is because the widespread existence of anxiety disorders means that many of us share some of Lorde’s experience of facing up to fear and trying to survive in a world that seems so hostile. It could be that continued political shocks mean even relatively privileged people have started to feel that the world is against them and the best they can hope for is to endure. It is worth remembering that Google searches for “self-care” peaked between 13 and 19 November 2016, the week after Donald Trump was elected US president. Self-care might have a wide appeal, but does it work? There are many testimonial accounts of the powerful 62

Self-care can become an excuse to get out of almost any commitment. impact self-care has had on people’s lives. For instance, Angie Jaime describes for Vice how communal self-care helped her to deal with a jarring move between cities and the heightened presence of everyday discrimination and racism she faced. These kind of personal stories are backed up by a growing body of scientific evidence suggesting that self-care practices are good for people’s physical and mental health. This is particularly true for people with chronic diseases – a group that makes up about 45% of the US population. But while self-care may work for individuals, it doesn’t come without dangers. This once radical idea is being stripped of its politics to make it more palatable to a mass market. As this happens, the central insights associated with self-care may well get lost. This could mean self-care becomes just another brand of self-help. Self-care could also be seen as cheap replacement for social care. Already many governments around the

world are starting to focus their resources on promoting self-care in the medical world. This is fine if it is a complement to professional care. But when it becomes a substitute, we probably should be worried. Sometimes we need other people with skills and experience to care for us. What was supposed to be an invitation to collective survival becomes yet another form of individualism. This happens when self-care becomes nothing more than another word for “me time”. When this occurs, self-care can quite easily transform into self-coddling. Selfcare can become an excuse to get out of almost any commitment. This can be a problem not just for the people we let down but also for ourselves. Self-care can become an excuse to avoid pushing ourselves even slightly outside of comfort zones. As a consequence, we miss out on opportunities to learn and to have experiences we can’t directly control.

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COMFORT ZONE A WAY OF LIVING

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One of the problems psychotherapists confront on a daily basis is how to get their patients to do things that would be good for them. Dieting, exercising, leaving a bad relationship, starting a new business - these are among the many things people commonly want to accomplish, but fail to take action on. We avoid these things because in one way or another, they all involve different types of pain. If you want to lose weight, you have to face the pain of depriving yourself of the foods you like. If you want to leave a relationship, you have to face the spectre of being alone. If you want to start a new business, you have to face the possibility that it may not succeed. It wouldn’t matter if we avoided these things once or twice a year. But for most of us, avoidance becomes a way of life. We barricaded ourselves behind an invisible barrier and don’t venture out because beyond the wall is pain. This safe space is called the comfort zone.

We barricaded ourselves behind an invisible barrier and don’t venture out because beyond the wall is pain. According to one theory, the term comfort zone originated in reference to the temperature zone (67 to 78 degrees) where we are most comfortable, and feel neither hot nor cold. Our comfort zone is a behavioral space where you operate in an anxiety-neutral position. Where our uncertainty, scarcity and vulnerability are minimized - where we believe we’ll have access to enough love, food, talent, time, admiration. Where we feel we have some control. It provides a state of mental security. You benefit in obvious ways: regular happiness, low anxiety, and reduced stress. The term comfort zone was originally coined by Alasdair White, a Business Management Theorist in 2009. According to him, a comfort zone is a psychological state in which things feel familiar to a person, and they are at ease, and in control of their environment, experiencing low levels of anxiety and stress. In this zone, a steady level of performance is possible. White went on to work

closely with John Fairhurst to formulate their WhiteFairhurst Performance Hypothesis which states that all performance will initially trend towards a steady state, particularly after a period of performance uplift, and that steady state will then develop a downward curve leading to a significant performance decline. From their initial observations, White and Fairhurst went on to write the “From Comfort Zone to Performance Management’”paper, which still stands relatively unchallenged to this day. What they’re basically saying is that the “steady state” bit of the performance is our comfort zone. It’s where we achieve a steady stream of output. Their work came about as a leadership and business performance piece, not a personal growth piece. They were seeking how to ensure that management performed at a consistent and steady rate of output.

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However, the idea of the comfort zone goes back to a classic experiment in psychology. Back in 1908, psychologists Robert M. Yerkes and John D. Dodson conducted an experiment on mice through which they found that stimulation could improve performance, but only to a certain extent. They explained that a state of relative comfort created a steady level of performance In order to maximize performance, however, we need a state of relative anxiety - a space where our stress levels are slightly higher than normal. This space is called ’Optimal Anxiety,’ and it’s just outside our comfort zone. Too much anxiety and we’re too stressed to be productive, and our performance drops off sharply. The idea of optimal anxiety isn’t anything new. Anyone who’s ever pushed themselves to get to the next level or accomplish something knows that when you really challenge yourself, you can turn up amazing results. More than a few studies support the point. However, it’s our natural tendency to return to an anxiety-neutral, comfortable state. To put things simple, we have a balancing act to manage. We need to push outside of our comfort just enough to achieve ’Optimal Anxiety’, but not too much or we’ll end up pushing ourselves too far and it’ll actually be detrimental to achieving any performance at all as our anxiety takes over. According to Maslow’s Hierarchy of Needs, feelings of safety are second only to the physiological requirements of the hierarchy. That’s a pretty powerful need and a strong reason for wanting to stay in our comfort zone. Thus, in a nutshell, our comfort zone is the sweet spot, but if we want to achieve optimal performance, we have to step outside it just a tiny bit, but not too much, and preventing us from wanting to do that at all, is the deepseated need to stay safe.

THE BENEFITS OF GETTING OUT OF THE COMFORT ZONE: Increased productivityComfort kills productivity because without the sense of unease that comes from having deadlines and expectations, we tend to phone it in and do the minimum required to get by. We lose the drive and ambition to do more and learn new things. We also fall into the “work trap,” where we feign “busy” as a way to stay in our comfort zones and avoid doing new things. Better dealing with new and unexpected changes - Brené Brown, a research professor at the University of Houston, explains that one of the worst things we can do is pretend fear and uncertainty don’t exist. By taking risks in a controlled fashion and challenging yourself to things you normally wouldn’t do, you can experience some of that uncertainty in a controlled, manageable environment. Learning to live outside your comfort zone when you choose to can prepare you for life changes that force you out of it.

Easier to push boundaries in the future - Once you start stepping out of your comfort zone, it gets easier over time. You’ll become accustomed to that state of optimal anxiety. ’Productive discomfort,’ as they call it, becomes more normal to you, and you’re willing to push farther before your performance falls off. Easier to brainstorm and harness creativity - This is a soft benefit, but it’s fairly common knowledge (and it’s easily reproducible) that seeking new experiences, learning new skills, and opening the door to new ideas inspire us and educate us in a way that little else does. Trying new things can make us reflect on our old ideas and where they clash with our new knowledge, and inspire us to learn more. Even in the short term, a positively uncomfortable experience can help us brainstorm, see old problems in a new light, and tackle the challenges we face with new energy.

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EXPLORING GROWTH ZONE As children, we’re natural risk-takers. But as we get older and learn to fear failure, we start holding ourselves back and attempting fewer new things. This comes at a high cost to our tremendous potential for lifelong growth and transformation. A comfort zone is a beautiful place but nothing grows there. If you can’t tolerate pain, you can’t be fully alive. There are many examples of this. If you’re shy and avoid people, you lose the vitality that comes with a sense of community. If you’re creative but can’t tolerate criticism, you’ll never reach people who could appreciate (and fund) your work. If you’re a leader and can’t confront or set limits with people, no one will follow you. By staying in the Comfort Zone you end up relinquishing your most cherished dreams and aspirations. In recent years psychologists have expanded on the concept of the comfort zone and developed it to include two new zones: your growth zone and your panic zone. The growth zone describes a situation where anxiety is high enough to keep you sharp but not so overwhelming that your performance plummets, health deteriorates and your personal life suffers. On the contrary, the panic zone refers to any behavior that makes you feel unbearably anxious. This varies from person to person based on past experiences and exposure to stressful situations. Along the lines of Yerkes ’Optimal Anxiety’ theory, these zones provide you with the options to see what growth looks like for you. Your growth zone exists outside of your comfort zone but is not a place of stress, on the flipside, it’s a space

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of opportunity. If you insist on staying in your comfort zone, you will probably never grow to be more than you are. That means you will always be stuck, never moving forward and never growing. Most people who become addicted to their comfort zones usually end up unable to achieve their goals because they’re somewhat obsessed with doing things the same way they’ve always done them even when it’s not producing results. As a result, you can never really explore what you’re capable of doing and what you can accomplish if you stick to your comfort zone.

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IMPOSTER SYNDROME Even though today’s women’s movement has created more public space to hold accountable the kind of unequal, unfair and sometimes illegal environments in which women work, too many women still suffer from the impostor syndrome. It’s that feeling that you’re a fraud and came to success, small or large, by accident. This is not a shortcoming of women, but an inherited prejudice of our culture. Women are taught to doubt ourselves because we don’t conform to the qualities of the incumbent leaders: white men. And this isn’t specific to one generation. The syndrome was identified in 1978 by psychologists Pauline Clance and Suzanne Imes when they were studying successful women who believed they were not worthy of their achievements. They defined it as a feeling of phoniness in people who believe that they are not intelligent, capable or creative despite evidence of high achievement. These people also live in fear of being ‘found out’ or exposed as frauds. They believed that imposter syndrome only affected women, but subsequent research has shown that men are also affected. However, women tend to be more susceptible because they produce less testosterone – the confidence hormone. Men are more likely to push through the syndrome while women tend to give in to their self-doubt. According to Valerie Young, an educator and the author of ’The Secret Thoughts of Successful Women,’ it is common among high achievers, creative people and students. It persists through college and graduate school and into the working world, where women tend to judge their performance as worse than they objectively are while men judge their own as better.

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On the outside, they often appear confident, and may be high achievers, but they experience this secret guilt and shame. Recent research from NatWest, as part of its #OwnYourImposter campaign, showed that 60 percent of women who have considered starting a business did not because of a lack of confidence, not feeling like the type of person who could start a business or feeling they did not deserve to succeed despite their skills. This is one of the reasons why just one-fifth of UK businesses are run by women. The research showed that 28 percent of working women feel like imposter syndrome has stopped them speaking in a meeting. It also found out that 21 percent have been prevented from suggesting a new or alternative idea at work, and 26 percent have failed to change career or role. Entrepreneurs are more likely to experience IS than other professionals because they are personally accountable for their failures in a way that employees are not. One of the five key barriers that lead to lower rates of entrepreneurship in women was perceived missing skills and experience - essentially, the imposter syndrome.

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A study among 1.500 working individuals showed that that 56 percent of the entrepreneurs involved in the research suffer from IS “regularly” or “daily”. Moreover, 75 percent of professionals will regularly procrastinate as a direct result of IS; 65 percent fail to take actions that would meet their goals; and 55 percent discount their prices before the client even asks – all because of that nagging internal voice that doubts their abilities. The problem with IS is that it’s taboo. Sufferers don’t want to tell anyone they experience it. On the outside, they often appear confident, and may be high achievers, but they experience this secret guilt and shame. A study of employees at Hewlett Packard revealed that men get hired based on potential while women get hired based on experience. Men apply for a job when they possess 60 percent of the qualifications, while women only apply when they possess 100 percent. Another survey showed that 45 percent of 24-44 year-old leaders said they experienced frequent imposter syndrome, compared to 30% of 45-54 year-olds and 23% of 55-74 year-olds. This was attributed to younger leaders being stretched and challenged and in some cases experiencing failure early in their careers.

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INDEED, IMPOSTER SYNDROME COMES FROM A FEAR OF FAILING, OR ANXIETY ABOUT HUMILIATING ONESELF. ULTIMATELY, IT IS DRIVEN BY A DESIRE TO BE PERFECT. WE SET HIGH EXPECTATIONS FOR OURSELVES AND IT CAN BE IMPOSSIBLE TO LIVE UP TO THESE STANDARDS. IN THEORY OF THE SELF, THE GERMAN PSYCHOANALYST KAREN HORNEY POSITED THAT THE PURSUIT OF THE IDEALIZED VERSION OF THE SELF WAS UNATTAINABLE, WHICH MEANS WE SET OURSELVES UP TO FAIL. Our brains are wired to prevent us stepping too far into the unknown. This comes from the early days of humanity, when we needed that fear to protect us. These days, we are no longer under threat from cave bears but the same part of our mammalian brain (the amygdala) is still firing as though we are facing a lifethreatening situation. Entrepreneurs may be more likely to experience imposter syndrome because they are always stepping outside their comfort zone, and striving for success. That is when we are most likely to question ourselves and our abilities. Individuals who strive naturally seek to do a good job and prove themselves. They may work late, put in long hours and go above and beyond. They are likely to discount positive feedback, dismiss their abilities and refuse to believe those who tell them they have done a good job. Those people may be more likely to experience imposter syndrome.

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The only way to deal with imposter syndrome is to befriend your inner critic and dispute it by engaging your rational brain. Where is the evidence that you are doing a terrible job or making bad decisions? The fear itself is ultimately irrational and your current experience of it is far worse than the negative outcome you are anticipating.

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WORRY STRESS AND ANXIETY

WORRY HAPPENS IN YOUR MIND, STRESS HAPPENS IN YOUR BODY, AND ANXIETY HAPPENS IN YOUR MIND AND YOUR BODY. IN SMALL DOSES, WORRY, STRESS AND ANXIETY CAN BE POSITIVE FORCES IN OUR LIVES. BUT RESEARCH SHOWS THAT MOST OF US ARE TOO WORRIED, TOO STRESSED AND TOO ANXIOUS. WE PROBABLY EXPERIENCE WORRY, STRESS OR ANXIETY AT LEAST ONCE ON ANY GIVEN DAY. NEARLY 40 MILLION PEOPLE IN THE U.S. SUFFER FROM AN ANXIETY DISORDER, ACCORDING TO THE ANXIETY AND DEPRESSION ASSOCIATION OF AMERICA. THE 2018 STUDY FOUND OUT THAT THREE OUT OF FOUR AMERICANS REPORTED FEELING STRESSED IN THE LAST MONTH. BUT IN ONE OF THESE MOMENTS, WHEN ASKED WHICH FEELING WERE THEY EXPERIENCING - WORRY, STRESS OR ANXIETY - MOST OF THE PEOPLE DO NOT KNOW THE DIFFERENCE?

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WORRY HAPPENS IN YOUR MIND, STRESS HAPPENS IN YOUR BODY, AND ANXIETY HAPPENS IN YOUR MIND AND YOUR BODY. IN SMALL DOSES, WORRY, STRESS AND ANXIETY CAN BE POSITIVE FORCES IN OUR LIVES. BUT RESEARCH SHOWS THAT MOST OF US ARE TOO WORRIED, TOO STRESSED AND TOO ANXIOUS. WE PROBABLY EXPERIENCE WORRY, STRESS OR ANXIETY AT LEAST ONCE ON ANY GIVEN DAY. NEARLY 40 MILLION PEOPLE IN THE U.S. SUFFER FROM AN ANXIETY DISORDER, ACCORDING TO THE ANXIETY AND DEPRESSION ASSOCIATION OF AMERICA. THE 2018 STUDY FOUND OUT THAT THREE OUT OF FOUR AMERICANS REPORTED FEELING STRESSED IN THE LAST MONTH. BUT IN ONE OF THESE MOMENTS, WHEN ASKED WHICH FEELING WERE THEY EXPERIENCING - WORRY, STRESS OR ANXIETY - MOST OF THE PEOPLE DO NOT KNOW THE DIFFERENCE?

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Worry is what happens when your mind dwells on negative thoughts, uncertain outcomes or things that could go wrong. ’Worry tends to be repetitive, obsessive thoughts,’ said Melanie Greenberg, a clinical psychologist in Mill Valley, California and the author of “The Stress-Proof Brain” (2017). ’It’s the cognitive component of anxiety.’ Simply put, worry happens only in your mind, not in your body. Worry actually has an important function in our lives. When we think about an uncertain or unpleasant situation - such as being unable to pay the rent, or doing badly on an exam - our brains become stimulated. When we worry, it calms our brains down. Worry is also likely to cause us to problem-solve or take action, both of which are positive things. ’Worry is a way for your brain to handle problems in order to keep you safe,’ Dr. Marques explained. ’It’s only when we get stuck thinking about a problem that worry stops being functional.’ Worry is helpful only if it leads to change, not if it turns into obsessive thoughts.

WHAT IS WORRY

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Stress is a physiological response connected to an external event. In order for the cycle of stress to begin, there must be a stressor. This is usually some kind of external circumstance, like a work deadline or a scary medical test. ’Stress is defined as a reaction to environmental changes or forces that exceed the individual’s resources,’ Dr. Greenberg said. Stress refers to any thought, situation, or event that provokes anger, nervousness, or frustration. Different things stress different people out. In prehistoric times, stress was a natural response to a threat, like hearing a predator in the bushes. Today, it still prompts a behavioral response, firing up your limbic system and releasing adrenaline and cortisol, which help activate your brain and body to deal with the threat. Symptoms of stress include a rapid heart rate, clammy palms and shallow breath. Stress might feel good at first, as the adrenaline and cortisol flood your body. You might have experienced the benefits of stress as you raced through traffic to get to an appointment, or pulled together an important assignment in the final hour. That’s called ’acute stress,’ and the rush wore off when the situation was resolved (i.e. you turned in your assignment). Chronic stress, on the other hand, is when your body stays in this fightor-flight mode continuously - usually because the situation doesn’t resolve, as with financial stressors or a challenging boss. Chronic stress is linked to health concerns such as digestive issues, an increased risk of heart disease and a weakening of the immune system. Stress is a biological response that is a normal part of our lives.

WHAT IS STRESS

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If stress and worry are the symptoms, anxiety is the culmination. Anxiety has a cognitive element (worry) and a physiological response (stress), which means that we experience anxiety in both our mind and our body. In some ways anxiety is what happens when you’re dealing with a lot of worry and a lot of stress. Anxiety is the uneasiness, fear, or worry you sometimes feel. Stress can bring on anxiety, but anxiety sometimes has no clear cause. Chronic anxiety can lead to several psychological disorders, including: phobias, panic disorder and uncontrolled worry. Anxiety in some ways is a response to a false alarm. For example, in which you show up at work and somebody gives you an off look. You start to have all the physiology of a stress response because you’re telling yourself that your boss is upset with you, or that your job might be at risk. The blood is flowing, the adrenaline is pumping, your body is in a state of fight or flight - but there is no predator in the bushes. There is also a difference between feeling anxious (which can be a normal part of everyday life) and having an anxiety disorder. An anxiety disorder is a serious medical condition that may include stress or worry. Anxiety happens in your mind and your body so trying to think your way out of it won’t help.

WHAT IS ANXIETY

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Women are stressed out in different ways, and from different causes, than men. While men are most likely to report that work causes stress, women are more likely to attribute their stress to financial worries. They’re also far more likely to report high levels of stress than men. In one survey, 28% of women said they experience stress at a level of eight to 10 on a 10-point scale, with only 20% of men reporting the same. Women also handle their stress differently than men. Women are more likely to confide in friends and family and to talk about their emotions more freely. That’s a good thing, as one way to cope with stress is to openly address it. What’s not so good for women, though, is that their stress

is more likely to manifest in physical symptoms. Women are significantly more likely to report stress headaches, stomach complaints, and crying provoked by stress than men. Intense stress can cause women and adolescent girls to miss their periods, or to experience irregular cycles. It can also make their periods more painful. PMS symptoms such as bloating, cramping, and mood swings can worsen, too. Sexual desire can wane for stressed out women as well. For women approaching menopause, hormonal changes can bring on stress. Emotional stress can make the symptoms of menopause worse, too, such as an increase in the frequency and intensity of hot flashes.

HOW WORRIES AFFECT WOMEN

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VULNERABILITY AS A STRENGTH

’VULNERABILITY IS NOT WINNING OR LOSING; IT’S HAVING THE COURAGE TO SHOW UP AND BE SEEN WHEN WE HAVE NO CONTROL OVER THE OUTCOME. VULNERABILITY IS NOT WEAKNESS; IT’S OUR GREATEST MEASURE OF COURAGE,’ AFFIRMS RESEARCH PROFESSOR AND AUTHOR BRENÉ BROWN IN RISING STRONG.

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It takes a person of deep strength and courage to show their authentic selves in a way that exposes their vulnerability. Many of us are brought up to believe that showing vulnerability is a weakness. Actually, the opposite is true. It is our actions when we try to hide our vulnerabilities that actually expose them – we may act over confident or arrogant, or dismiss others because we are afraid of them knowing our true emotions or our real self. These actions actually expose our weakness. This keeps our relationships at an arm’s distance, and unconnected from others. When we are unconnected from others is when we are truly vulnerable because then we are alone and isolated. What we crave is connection and deep human relationships. It is only by letting people know your fears, your hopes and your true feelings that others can connect with their own selves in you. In this way, they form a deeper bond with you and they admire and value you for having the courage to show them your soft belly. Weakness, fear, hurt or betrayal. These are the deep-seated emotions people experience when they reveal aspects of themselves to others. Vulnerability is a doubleedged sword. Those who protect themselves to avoid getting hurt, fail to appreciate intimacy and close relationships. Everyone is vulnerable, no matter how much they try to avoid it. We are born vulnerable and stay that way for our entire childhood. Our relationship with vulnerability is something we are acquainted with, yet abandon as we merge into adulthood. Shame, fear, empathy, and vulnerability are some of the most powerful emotions that we feel as humans, but they’re often the most uncomfortable to have. Dr. Brené Brown, bestselling author of the #1 New York Times Daring Greatly, creator of the recent Netflix special Call to Courage and research professor at the University of Houston, is responsible for changing the perception of these terms - not as a weakness but as a strength - and bringing them into the spotlight of the mainstream conversations. Her TED Talk on vulnerability has been viewed more than 41 million times discussing her strong conviction that one has to be willing to lean into discomfort to invoke love into life while discovering joy and finding a sense of belonging. Vulnerability is the birthplace of connection and the path to the feeling of worthiness. If it doesn’t feel vulnerable, the sharing is probably not constructive. Vulnerability is an act of courage because you merge with your authentic self, instead of hiding behind a facade to appease others.

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WHOLEHEARTED LIVING

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Connection gives purpose and meaning to our lives. The unnamed thing that absolutely unraveled connection was shame. Shame and fear. And shame is really easily understood as the fear of disconnection: Is there something about me that, if other people know it or see it, that I won’t be worthy of connection? We all ask ourselves this question. The only people who don’t experience shame have no capacity for human empathy or connection. No one wants to talk about it and the less you talk about it, the more you have it. ’I’m not good enough, I’m not blank enough, I’m not thin enough, rich enough, beautiful enough, smart enough, promoted enough.’ The thing that underpinned this was excruciating vulnerability. In order for connection to happen, we have to allow ourselves to be seen, really seen. People who have a sense of worthiness, have a strong sense of love and belonging. On the contrary, those who struggle for it, and who are always wondering if they’re good enough lack the sense of worthiness. People who have a strong sense of love and belonging believe they’re worthy of love and belonging.

What do these people have in common? These are whole-hearted people, living from this deep sense of worthiness. What they had in common was a sense of courage. The original definition of courage, when it first came into the English language, stems from the Latin word ’cor,’ meaning ’heart’ - and the original definition was to tell the story of who you are with your whole heart. Those people had, very simply, the courage to be imperfect. They had the compassion to be kind to themselves first and then to others, because, as it turns out, we can’t practice compassion with other people if we can’t treat ourselves kindly. And they had a connection. Lastly, as a result of authenticity, they were willing to let go of who they thought they should be in order to be who they were.

Despite experiencing difficult emotions like shame, fear, and vulnerability, wholehearted living is about engaging in our lives from a place of worthiness. It means cultivating the courage, compassion, and connection to wake up in the morning and think: no matter what gets done and how much is left undone, I am enough. It’s going to bed at night and thinking: yes, I am imperfect and vulnerable and sometimes afraid, but that doesn’t change the truth that I am also brave and worthy of love and belonging. Stress. Anxiety. Depression. Leadership battles. Failures. Tough conversations with colleagues. Heartaches and heartbreaks. There are many challenges that people face personally and professionally. Yet what the data has also shown is that there are core practices that people can engage in to overcome these, and to live a wholehearted life. The pathway, of course, is through vulnerability, and ’having the courage to show up when you can’t control the outcome.

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EMBRACING VULNERABILITY The constant aspect that fulfilled and positive people had in common was that they fully embraced vulnerability. They believed that what made them vulnerable made them beautiful. They didn’t talk about vulnerability being comfortable, nor did they really talk about it being excruciating. They just talked about it being necessary. They talked about the willingness to say, ’I love you’ first. The willingness to do something where there are no guarantees. The willingness to breathe through waiting for the doctor to call after your mammogram. They’re willing to invest in a relationship that may or may not work out. They thought this was fundamental. Once Brene asked a question on her Facebook ’How would you define vulnerability? What makes you feel vulnerable?’ And within an hour and a half, she got 150 responses - ’having to ask my husband for help because I’m sick, and we’re newly married; initiating sex with my husband; initiating sex with my wife; being turned down; asking someone out; waiting for the doctor to call back; getting laid off; laying off people.” This is the world we live in. We live in a vulnerable world. And one of the ways we deal with it is we numb vulnerability. We can’t numb those hard feelings without numbing the other affects, our emotions. We cannot selectively numb. So when we numb those, we numb as well joy, gratitude and happiness. And then, we are miserable and we are looking for purpose and meaning. And it becomes this dangerous cycle. But there’s an alternative way to embrace it. To let ourselves be seen, deeply seen, vulnerably seen. To love with our whole hearts,

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even though there’s no guarantee to practice gratitude and joy in those moments of terror, when we’re wondering, ’Can I love you this much? Can I believe in this passionately? Can I be this fierce about this?’ just to be able to stop and say instead, ’I’m just so grateful, because to feel this vulnerable means I’m alive.’ And the most important is to believe that we’re enough. Because then we stop screaming and start listening, we’re kinder and gentler to the people around us, and we’re kinder and gentler to ourselves.

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Often mental and emotional challenges like anxiety and stress stem from focusing on what could go wrong, rather than seeing what is already working well. Psychologists suggest that this overemphasis causes people to spiral into all the potential disasters, triggering our body’s natural fight. Which is why challenging those thoughts becomes so important. Brene says that joy is the most vulnerable human emotion. We’re so afraid that if we let ourselves feel joy, something will come and take that away from us and we’ll be hit with pain, trauma, and loss. As a consequence, we try to ’dress rehearse’ tragedy to feel better prepared. To experience more joy, running our lives requires a conscious choice to show up for it, to practice it and to allow ourselves to become more familiar with it. Unfortunately, most of us were taught to hide our emotions or run away from them. However, this causes nothing but continuous pain and stress.

The sense of belonging The consequences are far-reaching and the longer we keep those emotions bottled up, the worse the situation gets. Instead, Brown says we need to become more self-aware and explore our emotions, asking questions to get in touch with how we are feeling and thinking in a given moment. We’re wired for love and we’re hardwired for belonging. It’s in our DNA. We are in the midst of what is a cultural nightmare, right now. And we want belonging in the midst of this thing. The opposite of belonging is fitting in. Fitting in is assessing and acclimating. Belonging is belonging to yourself first. Speaking your truth, telling your story, and never betraying yourself for other people. True belonging doesn’t require you to change who you are. It requires you to be who you are, and that’s vulnerable. The gifts we unlock by being willing to be vulnerable far outweigh 96

the difficulty in doing so. By having the courage to be vulnerable and open up to ourselves and the world around us we come directly in touch with our most authentic self. And, in doing so, we can live a much more fulfilling and happier life. However, in everything that we do, fear and criticism will always be there to greet us. Fear is the great restrictive force, as it stops most people from ever stepping more than one foot outside their comfort zone towards realizing their true desires. ’Today, I’ll choose courage over comfort. I can’t make commitments for tomorrow, but today, I’m gonna choose to be brave.’’ Fear and criticism will always be there in some form, the best course of action is always to show up anyway and move forward.

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Emotional risk, exposure and uncertainty are the ingredients of vulnerability. It fuels our daily lives. It is our most accurate measurement of courage - to be vulnerable, to let ourselves be seen, to be honest. The main reason we don’t have honest conversations around mental health is shame. Shame is driven by two big questions ’never good enough’ and ‚who do you think you are?’ But shame cannot be understood as guilt. Shame is a focus on self, guilt is a focus on behavior. Shame is ’I am bad.’ Guilt is ‚I did something bad.’ There’s a huge difference between shame and guilt. Shame is highly correlated with addiction, depression, violence, aggression, bullying, suicide and eating disorders. The ability to hold something we have done or failed to do up against who we want to be is incredibly adaptive. It’s uncomfortable, but it’s adaptive. Shame is greatly linked with perfectionism - the belief that if we live perfectly, look perfectly and act perfectly, we can avoid the pain of blame, judgment and shame. Perfectionism isn’t about growth, improvement, or personal achievement, it’s about fear and avoidance. That is exactly what shame

means for women - do it all, do it perfectly and never let them see you sweat. For women, shame is this web of unobtainable, conflicting, competing expectations about who we are supposed to be. For men, shame is not a bunch of competing, conflicting expectations. Shame means do not be perceived as weak. Shame is an epidemic in our culture. And to get out from underneath it we have to find our way back to each other. We have to understand how it affects us and how it affects the way we’re parenting, the way we’re working and the way we’re looking at each other. One researcher at Boston College asked: what do women need to do to conform to female norms? The top answers were - nice, thin, modest and use all available resources for appearance. When he asked about men, the answers were: always show emotional control, work is first, pursue status and violence. If we’re going to find our way back to each other, we have to understand empathy, because empathy’s the antidote to shame. The two most powerful words when we are in struggle are: me too.

NEVER GOOD ENOUGH

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Shame is an epidemic in our culture.

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WOMEN’S EMPOWERMENT

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Empowering girls and women is powerful. Today, we know it is the key to economic growth, political stability, and social transformation. World leaders, experts and scholars alike are giving their voice to address the topic. According to Barack Obama ’when women succeed, nations are more safe, secure and prosperous’. Kofi Annan, 7th UN Secretary General said that ’there is no tool for development more effective than the empowerment of women.’ And Amartya Sen, Nobel Prize Laureate in Economics believes that ’empowering women is key to building a future we want.’ Astonishingly, the exact opposite is true on the ground. Rather than uplifting and empowering girls and women as the most powerful force for transformation and progress, horrific violence is perpetrated against them - every minute, every hour, every day. Every minute, 2 girls and women are raped in South Africa. Every hour, 48 girls and women are raped as a weapon of war in Congo. Every day, 3 women are killed by their male partner in the United States. In fact, more than 100 million girl babies have been killed, aborted, and neglected to die...simply because they were girls. Girls are truly the dying breed. Looking from the academic perspective, there is no common definition of women’s empowerment. In fact, the word ’empowerment’ does not exist in most languages. Although the phrase ’women’s empowerment’ is used pervasively in the Gender Equality & Women’s Empowerment space (and beyond), it is generally in the context of issues economic empowerment, political participation, and girls’ education. Furthermore most of the data that have been collected is on gender equality - or more accurately inequality - counting the number of boys vs. girls, men vs. women. There is dearth of information on women’s empowerment, particularly at the global level. According to the World Bank, ‚empowerment is the process of increasing the capacity of individuals or groups to make choices and to transform those choices into desired actions and outcomes.’ Therefore, empowerment is a process, through which an individual becomes an agent of change. More simply put, it’s the ’can do’ factor, going from ‚I can’t’ to ‚I can.’ Girls GLocal Leadership, a non-profit and a social change movement with the mission of igniting the next generation of empowered women leaders and change-makers around the world, launched the first-ever global survey on women’s empowerment, targeting today’s millennial women. They asked the women of today ’For those young women who became agents of change - empowered - how did this happen?’ A staggering 46% replied ’self-awareness,’ a process of ’knowing who they are.’ This was followed by experience. Education was a distant third. This is revolutionary. Given that girls’ education is the main focus and what is funded in today’s girls’ empowerment work, it is time to rethink the strategy and action around the world. This is not to say girls’ education isn’t important or shouldn’t be funded. It is to boldly challenge conventional assumptions on what empowers girls and young women. Foremost, it is a call to action to support girls and young women in self-actualizing their inner power - empower - to truly leapfrog women’s empowerment.

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ECONOMY, NOT POLITICS

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The term ’empowerment’ was introduced into the development lexicon in the mid1980s by feminists from the Global South. Those women understood ’empowerment’ as the task of ’transforming gender subordination’ and the breakdown of ’other oppressive structures’ and collective ’political mobilization.’ They got some of what they wanted when the Fourth World Conference on Women in 1995 adopted ’an agenda for women’s empowerment.’ In the 22 years since that conference, though, empowerment has become a buzzword among Western development professionals, but the crucial part about ‚political mobilization’ has been excised. In its place is a narrow, constricted definition expressed through technical programming seeking to improve education or health with little heed to wider struggles for gender equality. This depoliticized empowerment serves everyone except the women it is supposed to help.

Western feminists and development organizations can point to the non-Western women they have empowered. The non-Western subjects of their efforts can be shown off at conferences and featured on websites. Development professionals can point to training sessions, workshops and spreadsheets laden with deliverables as evidence of another successful empowerment project. In this system there is little room for the complexities of the recipients. Non-Western women are reduced to mute, passive subjects awaiting rescue. For instance, the Gates Foundation’s poultry farming projects. Bill Gates has insisted that because chickens are small animals kept close to the home, they are particularly suited to ’empowering’ women. But researchers haven’t found that giving out chickens leads to any long-term economic gains much less emancipation or equality for half the population. To keep the money coming, the development industry has learned to create metrics that suggest improvements and success. U.S.A.I.D. statistics on Afghanistan, for instance, usually focus on the number of girls “enrolled” in schools, even if they rarely attend class or graduate. The groups promoting chicken farming measure the short-term impact of the chickens and the momentary increase in household income, not

the long-term, substantive changes to women’s lives. In such cases, there is a skirting of the truth that without political change, the structures that discriminate against women can’t be dismantled and any advances they do make will be unsustainable. Numbers never lie, but they do omit. It’s time for a change to the empowerment conversation. Development organizations’ programs must be evaluated on the basis of whether they enable women to increase their potential for political mobilization, such that they can create sustainable gender equality. On the global stage, a return to this original model of empowerment requires a moratorium on reducing non-Western women to the circumstances of their victimhood - the rape survivor, the war widow, the child bride. The idea that development goals and agendas should be apolitical must be discarded. The concept of women’s empowerment needs an immediate and urgent rescue from the clutches of the would-be saviors in the development industry. At the heart of women’s empowerment lies the demand for a more robust global sisterhood, one in which no women are relegated to passivity and silence, their choices limited to sewing machines and chickens.

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In the mainstream culture there are some detrimental stereotypes surrounding the topic of empowerment and the place of women in our society. Most of them refer to the wrongful and offensive concept that the female gender is weaker and less capable than the male one. Women empowerment should serve as an educational measurement taken to spread the truths and debunk the myths that have been established in minds of many throughout years of unjust and unbalanced divisions within our culture. Empowerment means being strong and enabled as well as having improved income, independent decision making and a sense of freedom. Since the approach to women empowerment varies with respect to cultural norms. There must be a change in the mindset of the men about women and women leaders. We all should understand the ground realities and see clearly the advantages of encouraging women to lead in all fronts to build a better world.

TRUTHS AND MYTHS

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WOMEN AGAINST MEN

Since the approach to women empowerment varies with respect to cultural norms, the ill formed perceptions and misconceptions that simply pitch girls and women against boys and men need to be reconstructed. Advancement of women leaders cannot be considered as a threat for men leaders. Usually men often compete with men while advancing their careers. With the entry of women leaders, men must compete with men and women while advancing their careers. There is no change in competition except gender. There is nothing to be concerned about when men are strong in their knowledge, skills, and abilities. Accordingly, men are not against the empowerment of women. Only a few of them are - those who cannot digest the fact that women should be treated equally to men in all aspects. It takes time for them to empathize and understand to respect women and empower them finally. Additionally, there are some men who encourage women empowerment and advocate gender equality globally, like through the hashtag #HeForShe.

Leadership is not gender related. Anyone one can lead irrespective of their community, creed, caste, color, and gender. Women are equally ambitious like men but they are more relationship-oriented, unlike men who are more task-oriented. Women care for their family and children. Hence, it is improper to label them as non-ambitious. They are able execute tasks effectively and can also multitask, unlike men who can execute one task at a time effectively. Women are equal to men and can occupy all positions and handle issues with a cool demeanor. Taking Indra Nooyi as an example who proved herself to be a successful CEO for PepsiCo for many years. When it comes to working under pressure, women perform better than men. Men often burst when they are under pressure whereas women remain calm and composed. Additionally, they explore ideas rather than brood over issues, unlike men. Therefore, when men create problems women create solutions to overcome them. They are part of the solution. From the financial point of view, It is only a perception that women spend money carelessly on shopping. But they are more cautious while spending money. They look for value for their money and are better investors than men. Men are often emotional while investing while women are analytical.

WOMEN AS LEADERS

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One of the oldest claims centers on the fact that women have smaller brains, which was considered evidence for intellectual inferiority. While it’s true that, on average, women’s brains are smaller, by about 10%, there are several problems with this assumption. However, the overall overlap in the distributions of men and women’s brains is huge. It’s worth noting that Einstein’s brain was smaller than that of the average male, and overall, many studies find that there is next to no mean difference between men and women’s intelligence or behavioral traits. The apparent structural differences within the brain itself have also been exaggerated. The corpus callosum, for instance, is the bridge of nerve fibres that connects the left and right hemispheres of the brain, with some initial studies finding that this information highway is bigger in women’s brain’s than in men’s brains. This was used to justify all kinds of stereotypes – like the idea that women are inherently illogical, since their feelings from the ’emotional’ right hemisphere were interfering with the processing in the cooler, rational left hemisphere. Despite decades of research, it has been very difficult to reliably identify significant “hardwired” differences in the structure of the male and female brain.

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WOMEN HAVE SMALLER BRAINS

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One of the challenges of studying sex differences has been accounting for the role of culture. Even when apparent differences in the structure of the brain can be observed, there is always the possibility that they arise through nurture rather than nature. We know that the brain is plastic, meaning it is moulded by experience and training. A boy and a girl may have very different experiences from the moment they enter the world, as certain behaviours are subtly encouraged. Research shows that children as young as 24 months are highly sensitive to gender typical behaviours - they are tiny social sponges absorbing social information and adopting those behaviours themselves will eventually rewire their neural circuits. A gendered world produces a gendered brain. This is why the gender stereotyping of toys is such an important issue to address. A lot of people think that the idea that we should avoid gendering toys is actually a bit of politically correct nonsense but if we take a neuroscientific approach to this, we can see that there are quite profound implications of the toys that we play with when we’re very young. These moments of play can be seen as ’training opportunities’ that can mould a child’s brain into an adult one. The toys we were playing with as children have a huge impact on our future. We carry the childhood experiences with us through to school where we might perform slightly better at certain tasks – and be praised for our abilities,

meaning we’ll continue to practice them. Eventually, we may even find a profession that asks us to spend all day, every day, strengthening those abilities. One of the problems we have in the 21st century is that gender bombardment is much more intense. It is much more present in social media, and a whole range of marketing initiatives are implemented, which make a very clear prescriptive list of what it’s like to be male, or what it’s like to be female. That is why cultural stereotypes play such an important role in our society. The more weak data reaches the public, the more likely we are to pass on these messages to children, strengthening those self-fulfilling prophecies. If we believe that there are profound and fundamental differences between men’s and women’s brains, and more than that - that the owners of those brains therefore have access to different skills, or different temperaments or different personalities - that will certainly affect how we think about ourselves as male or female. It will also affect how we think about other people and what their potential might be. Ultimately, we need to accept that each of us has a unique brain - and our abilities cannot be defined by a single label like our gender. An understanding that every brain is different from every other brain, and not necessarily just a function of the sex of the brain’s owner, is a really important step forward in the 21st Century.

PINK AND BLUE

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FEMVERTISING SELLING EMPOWERMENT

It is largely accepted that gender identity is, for the most part, socially constructed, and the cycle of ideology manifesting itself in action is reinforced and sustained by representations. Media images and advertisements have the power to change perspectives - both how the audience views themselves and how they view society at large. The images that are so often circulated by advertisers represent what marketing managers view as perfect or, at the very least, profitable, but they do not represent the reality that they claim to be mirroring. Advertising has proven to be an influential medium that uses language, images, and representation constructs to persuasively reflect the audience’s aspirations and carefully shape their perceived reality in an attempt to sway purchasing decisions. The most minute details - whether to use the word physique or the word figure to describe a human body - is gendered and is chosen critically to reach a very particular target audience. This profitmotivated process often leads to the misrepresentation of women, the perpetuation of harmful stereotypes, and the creation of unrealistic standards. GENDER IN ADVERTISING

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One way by which advertisers contribute to the maintenance of harmful female stereotypes is to portray women as objects by way of body cropping. Often, women in advertisements are valued for their physical appearance and are portrayed without personalities or multifaceted identities. ’Visually, women are frequently represented in parts. They are fragments, not whole beings... The whole person is lost’. Many campaigns will feature a woman’s hands as she serves food or puts on makeup. Not only does this body cropping process strip away the humanity of the female within the advertising campaign, but the objectification spills over into reality as male audiences become accustomed to viewing a woman as an amalgamation of parts and develops a callousness towards violence against women. The fragmentation of women contributes to the hyper-sexualization of objectified body parts. Many ads - for shoes, for instance - often show slow, fetishized shots of women’s legs - parts of the body associated with male desire and always shown from the perspective of the male gaze.

Women’s value becomes a measure of what they can offer the men surrounding them, negating their intrinsic worth and placing the female subordinate to the male. The male gaze concept, developed by Laura Mulvey describes the process by which the camera puts the audience members - both male and female - in the role of the hegemonic, heterosexual male. The male gaze is practiced on three different levels: the male gaze as practiced by the characters within a film; the male gaze as practiced by the camera - the director’s gaze; and the male gaze as practiced by the members of the audience. Simultaneously, women, as the receivers of the gaze, are displayed as sexualized objects both for the characters within the film and for the audience members watching from behind the safety of the camera. This act of scopophilia, the pleasure derived from watching, extends to advertisements as well, as the camera often takes up the role of the hegemonic, heterosexual male. Female audiences, over time and through the ritualization of gendered language, have adopted the male gaze as well, viewing their own bodies and their worth through a critical lens. From an economic perspective, it makes practical sense to portray exaggerated and unrealistic female bodies in advertisements - especially in the beauty and fashion industries, but in others as well -

because these representations mean that most women will never be satisfied by their appearance. Women with low self-esteem, or women determined to look more perfect, as defined by the media, will consistently be the most loyal, predictable consumers as they strive tirelessly for an unattainable standard. The glamorous women of consumer culture with the perfect faces and skinny bodies who wear the clothes and makeup promise results. After all, they use the commodities, and because of them they have been personally transformed into objects of beauty, the cultural ideal able to attract the gaze. Advertising campaigns portray a very homogenous definition of an attractive woman: tall, waif thin, tanned and with flawless skin. Through repetition, both male and female audiences internalize these expectations without realizing that most advertising images are the result of extreme photoshopping. Men come to expect perfectly toned and bronzed bodies while women, in an attempt to navigate societal standards for beauty aim to lose weight, eliminate stretch marks, brighten their complexions, and hide imperfections.

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The confinement of women to stereotypes is a more obvious expression of the power relations between the men and women within advertisements. Men are often portrayed as active, while women assume more passive roles. It is not uncommon to see men in advertisements working, playing a sport, making a phone call, driving - some sort of act which denotes a goal and a purpose. Meanwhile, women in the same advertisement might be positioned as the object of such purpose or as the prize - the gazer and the gazed. A more obvious visual representation of this power relationship is expressed as men look directly into the camera in advertisements while the women around them shift their gaze away, which allows the scopophilia to continue unchecked and unchallenged. When women are involved in some sort of action, it is often confined to housewife or motherly duties such as cleaning, cooking, or caring for children, or it is confined to garnering the attention of men either as a beauty or a sex symbol. Seemingly progressive advertisements might feature a professional woman in power, but this process of incorporation does not necessarily translate into actual progress for female representations because the working woman still conforms to all of the traditional beauty standards - thin, tall, flawless, and so on. Because advertising permeates society at several levels and demographics, it has the unique ability to shift the values

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of the collective majority. Throughout the history of advertising, women have been objectified, sexualized, simplified, and stripped of their humanity. The very existence of femvertising challenges this by incorporating more natural, diverse groups of women in their entirety - not just legs or a torso - speaking, being active, and rebelling against the heterosexual male gaze by confronting the camera directly. It is crucial to understand how women have been represented throughout the history of advertising in order to consider the remarkable shift that femvertising marks. 121

The organized progress of the second wave feminist movement in the 1960s and 1970s led to the recognition by advertisers that women were not only financially independent, but that they had more influence on purchasing decisions than their husbands. Advertisers began rethinking how they engage with female audiences when it became clear that objectifying women might not be the best way to attract women as consumers. One of the results was an effort on behalf of advertisers to appeal to women as consumers and not just as a way to attract men. Feminist ideas began informing advertising campaigns as a way to tap into a growing market - the modern working woman. Commodity feminism, a term coined by Robert Goldman in his 1992 book, Reading Ads Socially, refers to the various ways in which advertisers attempt to ’incorporate the cultural power and energy of feminism whilst simultaneously neutralizing or domesticating the force of its social/political critique’. The commodification of feminism as a social movement extends to every corner of capitalism, from movies and television and clothing and beauty products to political campaigns and women’s business conferences. Claiming a feminist identity has become for many something to be purchased or obtained - a word on a t-shirt or an Instagram bio - rather than the courageous act of solidarity and expression of grit that it once was. As the second wave progressed as a subculture that supported the LGBTQ community and rejected gender roles, the movement gained a reputation for being subversive and dangerous to the traditional American family structure that relied on the father being the breadwinner and the mother staying at home. By making the movement digestible to the masses, the subculture - in this case, feminism - grows in numbers but becomes less collectively driven. Commodity feminism leads to a ’feminist fallacy’: that the mass consumption of feminist language and the increasing representation of feminist ideas in pop culture translates to feminist action in the real world.

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COMMODITY ADVERTISING

More women might identify as feminist now than in 1985, but as many theorists have pointed out, the third wave seems to be characterized more by sharing and discussion than by discernible action. The 21st century has marked the emergence of a financially independent, sexually active, competent working woman who, against all odds, can ’have it all.’ However, women are still being sold a false construction of beauty standards, and are still led to believe that their lives should be oriented around finding love. Seemingly esteem-boosting ‘grrl power’ rhetoric makes this message seem fresh, and provides marketers an appealing way to sell even independent-minded girls old-fashioned deference and subordination as empowerment. Under the spell of neoliberalism, women are succumbing to the cheapening of their own liberation movement, confusing consumption for power and in the process putting the success of capitalism ahead of their own. Feminism is big business.

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Femvertising, defined as ’advertising that employs pro-female talent, messages, and imagery to empower women and girls,’ is the culmination of advertising’s attempt to appeal to female consumers. The term had been used sparingly for several years before it was officially coined by Samantha Skey, who is the chief revenue and marketing officer of SheKnows Media, the industry leader for all things related to the new phenomenon. Its champions argue that femvertising is the manifestation of the third wave feminist’s consciousness regarding their own purchasing power and rejection of their own objectification. In other words, women began demanding more from the brands that they brought into their lives and into their homes. Femvertising messages promote gender equality both visually and rhetorically, and thus make third wave feminist language more accessible to the masses; however, its use to explicitly encourage consumption creates tension between its two foundations: capitalism and third wave feminism. Many media and cultural studies theorists believe that capitalism and feminism are at odds with each other, and that femvertising is a perfect example of how commodity feminism can water down a movement and manipulate those within it. Women literally buy into feminist rhetoric, and feel empowered by consumption and well-crafted advertising campaigns rather than view consumerist culture as a distraction from the fight for tangible political change. Others argue that capitalism is our current mode of existence and cannot be avoided or separated from the feminist fight for gender equality. The two worlds are inextricably linked, whether the relationship is positive or negative depends on the specifics. In this case, femvertising is seen as a way for the third wave feminist movement to be represented in the media and to positively influence the messages shaping society’s values. The selling of a product is a small price to pay for diversified representations of women in advertising and the growth of a collective female consciousness. This argument also posits the benefit of the cultivation of social spaces, outside of but related to the femvertising sphere, meant both to spark meaningful conversation among women and to encourage action on behalf of relevant non-profit organizations dedicated to women and girls. Femvertising with supplementary spaces for public participation allows target consumers to contribute their own ideas and encourages a type of activism that moves freely between the private brand and the public.

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Brands that employ femvertising are smart for several reasons. First, they paint their brand identity as politically and culturally conscious and committed to gender equality. Second, the brand is able to reach a so-called corporate social responsibility quota while publicly becoming an advocate for women. Third, femvertising is proven to be effective in driving sales. According to a SheKnows Media survey conducted in 2014, 71% of women think brands should be responsible for using advertising to promote positive messages to women and girls, and, perhaps more tangible for marketing managers, 52% of the women surveyed reported purchasing a product because they liked how a brand portrayed women in their advertisements. Simply put, a campaign can be considered femvertising if it actively seeks to empower women and girls. Authenticity is an important theme as female audiences expect the truth and transparency found in the campaigns to be reflected also in the brand’s business practices. For example, if a brand relies heavily on femvertising and boasts as a champion of gender equality but fails to pay its female executives as much as their male counterparts, brand loyalty decreases among women and, as far as brand identity is concerned, hypocritical is added in place of the coveted feminist stamp of approval.

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The advertising industry has been churning out more and more adverts that use profemale talent, messages and imagery to empower women of all ages In 2015, SheKnows Media, a digital lifestyle media company focused on women, introduced the first ever #Femvertising Awards to highlight brands who, through creative advertising campaigns, work to dismantle gender stereotypes and empower women and girls. The term femvertising has grown in significance over the past 10 to 20 years, appearing frequently in industry-focused publications such as Adweek, and broader publications like Fortune, Forbes, and The Huffington Post. SheKnows Media defines this new phenomenon as, “advertising that employs pro- female talent, messages, and imagery to empower women and girls,” and it has proven to be effective considering that women control 70-80% of household purchasing decisions and are prone to connect said decisions to social issues. Over the last year, the advertising industry has been churning out more and more adverts that use pro-female talent, messages and imagery to empower women of all ages. However, pro-female advertising or ‘femvertising’ is nothing new - Nike’s 1995 ‘If you let me play’ advert kicked things off by championing young girls’ enthusiasm for sport. Nine years later and Dove’s famous ‘Campaign for Real Beauty’ showed women of all shapes and sizes, deeming them their brand ambassadors. Dove and Ogilvy London began conducting research in 2001 regarding levels of self- esteem and body positivity among women. The results indicated that, at the time, only 2% of adult women would consider themselves beautiful and Unilever and Dove decided to flip the traditional script. Instead of telling and showing women who they

should be, they would celebrate who they already are. The campaign aimed to reconstruct beauty standards to include all skin colors, body types, heights, weights, wrinkles, rolls, and flaws. Considered one of the first advertising campaigns to go viral on social media, the ‚Campaign for Real Beauty’ is still releasing relevant femvertising content today. Pantene launched two campaigns under the umbrella slogan of ’Shine Strong’ - ’Labels Against Women’ launched by Pantene Philippines and BBDO Guerrero in 2013, and ’Sorry Not Sorry’ launched by Pantene USA and Grey Agency in 2014. Although ’Labels Against Women’ first aired in the Philippines, it quickly became globally viral and was widely relevant in the United States. Both of Pantene’s femvertising attempts work to call into question harmful rhetoric that affects both how women are perceived by others and how they perceive themselves - whether it be demeaning labels or over-apologizing. All three of these campaigns were widely recognized as manifestations of the new femvertising phenomenon, and although the campaigns were extremely popular and yielded profitable results, they still received criticism from those who saw the brand’s empowering messaging as contrived and demeaning. Since its inception, third wave feminism has been closely linked to pop culture, and femvertising has now become the new example of the grassroots movement’s ties to capitalism. Most research available on femvertising focuses on one aspect at a time rather than considering the phenomenon in its entirety.

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FEMVERTISING IN FASHION

Feminism is fashionable. This idea of brands selling empowerment to women is not new - much has been written about ’femvertising’ and ’marketplace feminism’, in a much wider context than the fashion industry. All the way back in 2014, feminism was being labelled fashion’s favourite buzzword, with Karl Lagerfeld and Chanel accused of exploiting feminist politics with their faux protest show finale. However, the Dior T-shirts have become the most high-profile - and controversial - symbol of fashion’s feminism fad; largely because of their $800 price tag, but also for the lack of diversity in how they were presented, on a cast of largely young, white, thin models. The Business of Fashion’s #TiedTogether campaign is another fashion industry project using visuals for ’consciousnessraising’ - white bandanas worn and shared on Instagram. The goal is to reach 10,000 Instagram posts, with $5 for each post to be donated to the American Civil Liberties Union and the United Nations High Commissioner for Refugees. The campaign has received very high profile support on and off the runway from the likes of Tommy Hilfiger, Raf Simons and Gigi Hadid. At the most recent Dior show in Paris, white bandanas were left on guests’ seats, printed with another line from Chimamanda’s manifesto: ’Feminist: A person who believes in the social, political and economic equality of the sexes’. Valentino went a step further, with creative director Pierpaolo Picciolo creating a special white bandana to be sold in selected Valentino stores - 100 per cent of the sale price to be donated to the ACLU and UNHCR.

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The counter-argument to any cynicism about all of this is, of course, that doing something is better than doing nothing and anything that gets people talking about feminism, equality and politics has to be a good thing. But though much is made of the empowerment of the women wearing the T-shirt, what about those who made it? As Australian ethical online store Well Made Clothes wrote on the release of their gender equality tote: made by women who have been saved from Kolkata’s sex slavery industry. They wanted to declare their support for this movement with feminist merchandise, but they also needed to make sure the women making their feminist clothing were being treated fairly. The fashion industry has always been a powerful platform, but the challenge for designers is to go beyond superficial slogans and symbolism, and encourage something more. As we all know, in fashion, visuals often speak louder than words. The British Elle began a campaign to rebrand feminism, inviting feminist publications Vagenda and Feminist Times to work with advertising agencies to rework the terminology. They asked their readers if the word needed rebranding and the response to Elle’s question was staggering: a reach of 135 million on Twitter for the campaign, which was the biggest engagement rate ever noted by the magazine, especially on Twitter, it’s extraordinary. It is surprising, how powerful the force of opinion is and the need from young women to talk about it. This is a debate that everyone is having at the moment. Looking at the women’s magazines in the last year, the word feminism has been used more than ever. 129

RECLAIMING THE WORD FEMINISM However, the issue with feminism in fashion for some is non-relevant: the use of the term for simple, superficial sloganeering. It absolutely has become a buzzword and a lot of the time there is a lot of confusion about what it means. Some brands show a different approach to feminism, mostly by creating wearable clothing.That reality of dressing working women with a sense of the practical, as well as the fashionable, is often seen as feminism. The flat shoe has been a big trend and the high shoes aren’t coming through anymore. Maybe it’s a subconscious thing of just being nicer to women. What could be more feminist than that? There is an argument that the mere act of embracing the fashion industry is intrinsically feminist. Feminine things like fashion and beauty are often considered less worthy pursuits. Some feminists talk about ‚fem phobia’ of heaping disgust on things that are seen as traditionally feminine, therefore embracing fashion can be hugely liberating for women and men. That’s a resolutely modern idea of feminism. I was a feminist in the sixties. Can you imagine? The worst thing I could have done was to be in fashion, stated Miuccia Prada in 2012. Not any more. Fashion of today is a resolutely modern idea of feminism. This idea of feminism as a party to which only a select few people get to come: this is why so many women, particularly women of colour, feel alienated from mainstream western academic feminism. Because, don’t we want it to be mainstream? Feminism is a movement for which the end goal is to make itself no longer needed. Academic

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feminism is interesting in that it can give a language to things, but it creates just terms for debating, not action. People’s marriages have to change for the better. Women have to walk into job interviews and be treated the same way as men. All personal and professional activities have to be gender-neutral, and we should not be asking whether a woman can do it all, but how best to support both men and women in their dual duties at work and at home. Advertising has made it clear that a change is possible.

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SOCIAL-MEDIA

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SOCIAL MEDIA HAS BECOME OMNIPRESENT IN THE LIVES OF YOUNG PEOPLE AND ITS PRESSURE IMPACTS THEIR WELLBEING MORE THAN THEY KNOW. PEOPLE ARE CONSTANTLY SWITCHED ON, NEVER SPENDING TIME WITH THEIR OWN THOUGHTS. THE MINUTE THEY HAVE SOME TIME ALONE, THE PHONE IS IN THEIR HAND AND THEY START TO SCROLL THROUGH INSTAGRAM, FACEBOOK, ETC. AND THE NEXT THING THEY KNOW HOURS HAVE PASSED AND THEY DON’T KNOW WHERE THE TIME HAS GONE. SOCIAL MEDIA CAN BE A GREAT TOOL FOR LEARNING AND SHARING BUT IT’S SCARY THE AMOUNT OF TIME WE SPEND LIVING ON A VIRTUAL PLATFORM INSTEAD OF LIVING REAL LIFE.

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What, in general, worries the most about spending time on these platforms are the comparisons young people begin to make. This is the so-called FOMO, fear of missing out, which drives young people to obsessively check their devices to keep up with what their friends or followers are doing. The fitness blogger that spends all her waking hours in the gym looks amazing and flawless, while you are struggling to get to the gym once or twice a week and starting feeling bad about yourself. The models who spend their time ensuring they look perfect, may be even photoshopping their posts before they go up and you think why can’t you look like that. Even if it isn’t bloggers you compare yourself to your friends or your following people. The ones who moved away living up halfway across the world, living their comfort zone. The ones that are always out for brunch, concerts, holidays while you may live a more sedentary life but start feeling like you should be doing what they are doing.

What you don’t see is what goes on behind the scenes. You don’t see the blogger’s frustrations, their lows. They work hard to get where they are and with that also comes sacrifices. The struggle of the fitness guru who has to get to the gym all the time even when they are exhausted and post about their bodies, constantly scrutinising themselves. The friend who looks like they are having the best time ever is actually struggling with being home sick or working 80% of the time. Of course this is not the case of everyone, there are plenty that may be genuinely happy but what you see is not always real and that’s important to remember.

Our society today, through the wonders of consumer culture and hey-look-my-life-is-coolerthan-yours social media, has bred a whole generation of people who believe that having these negative experiences-anxiety, fear, guilt, etc. is totally not okay. But this is wrong. Back in our Grandpa’s day, he would feel down and think that is normal. It is life. But now? Now if you feel down for even five minutes, you are bombarded with 350 images of people totally happy and having amazing lives, and it is impossible to not feel like there is something wrong with you.

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Stop comparing. Stop thinking your life isn’t great based on someone else’s. You need to evaluate what makes you happy in life and decide what you want, not where you think you should be from what you see elsewhere.

It comes with no surprise that studies suggest that social media usage negatively impacts self-esteem. This effect is easy to understand. Humans are social creatures and need interaction with others to stay healthy and happy; however, we also use those around us as comparisons to measure and track our own progress in work, relationships, and life in general. Social media makes these comparisons easier than ever, but they give this tendency to compare a dark twist. What we see on Facebook, Instagram, and Twitter is not representative of real life. It is often carefully curated and painstakingly presented to give the best possible impression. We rarely see the sadness, the failure, and the disappointment that accompanies everyday human life; instead, we see a perfect picture, a timeline full of only good news, and short blurbs about achievements, accomplishments, and happiness. Although this social comparison with unattainable standards is clearly a bad habit to get into, social media is not necessarily a death knell for your selfesteem. Moderate social media usage complemented by frequent self-reminders that we are often only seeing the very best in others can allow us to use social media posts as inspiration and motivation rather than unhealthy comparison.

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13 CONCEPT

OF COOL

In principle, to be cool means to remain calm even under stress. But this doesn’t explain why there is now a global culture of cool. What is cool, and why is it so cool to be cool? The notion of cool, according to historians, is not new. Robert Farris Thompson, an art history professor at Yale University, said that it has its roots in West African culture, dating to the Middle Ages. In an email, he noted that the word “ewuare” - a nod to a West African king from the 1400s - was once used to describe someone who “brought cool (peace) back after a period of civic strife. Walker said that many of our modern constructs of cool come from those West African ideas. ’Over the course of American history, mainstream culture has adapted a similar aspect of cool as the West African notion. There are words that we wouldn’t have if Africans hadn’t landed on these shores, like ‘cool,’ ‘funky’ and ‘hip.’ When taking under the scope the Western culture, the aesthetics of cool developed mainly as a behavioral attitude practiced by black men in the United States at the time of slavery. Slavery made necessary the cultivation of special defense mechanisms which employed emotional detachment and irony. A cool attitude helped slaves and former slaves to cope with exploitation or simply made it possible to walk the streets at night. During slavery, and long afterwards, overt aggression by blacks was punishable by death. Provocation had to remain relatively inoffensive, and any level of serious intent had to be disguised or suppressed. So cool represents a paradoxical fusion of submission and subversion. It’s a classic case of resistance to authority through creativity and innovation.

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It’s more than a word. It’s an attitude and a lifestyle. A more modern twist on cool came about during the first half of the 20th century, through jazz. David Schroeder, the director of jazz studies at New York University, said that cool is intrinsically part of the attitude of jazz musicians, as well as the way that the genre evolved. Initially, cool was a term meaning that there was hot jazz - lively and exciting. Then there was another form that evolved called cool jazz, and cool jazz was more subdued and introverted. The jazz community expanded the meaning to style, including sunglasses, sharp clothes and sports cars. Musicians still want to act cool and act separate, to follow their own path rather than find the norms of what culture dictates. People who have passion to be musicians tend to be more individualistic. Timothy Parker, who goes by the name Gift of Gab as part of the hip-hop duo Blackalicious, notes that creating music isn’t about becoming someone else but becoming the best version of yourself. There is a mystique that the music creates, and the music kind of takes you to a place where you’re more free and you have less inhibitions.

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Cool is cool. The word, the emotional style, and that whole flavor of cultural prestige remains dominant after more than half a century. It is, according to linguistic anthropologist Robert L. Moore, the most popular slang term of approval in English. Cool is a counterword, which is a term whose meaning has broadened far beyond its original denotation. For a millennium or so, cool has meant low in temperature, and temperature itself has long been a metaphor for psychological and emotional states (a cool reception, a hotheaded person). The Oxford English Dictionary tells us that cool was used to describe someone’s wit, taking Shakespeare for instance who said, ’more than cool reason ever comprehends.’ But starting around the 1930s, cool began appearing in American English as an extremely casual expression to mean something like ‘intensely good.’ This usage also distinguished the speaker, italicizing their apartness from mainstream culture. As its popularity grew, cool’s range of possible meanings exploded. Numerous qualities are hidden behind the cool, such as self-possessed, disengaged, quietly disdainful, morally good, intellectually assured, aesthetically rewarding, physically attractive, fashionable, and on and on. Cool as a multipurpose slang word grew prevalent in the fifties and sixties, displacing swell and then outshowing countless other informal superlatives such as groovy, smooth, awesome, phat, sweet, just to name a few. Along the way, however, it has become much more than a word to be broken down and defined. It is practically a way of life.

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COOL IN MARKETING

What makes things cool? What hidden principle explains not only the marketing campaigns of Harley Davidson and Apple, but also the appeal of cowboys, James Dean, and Jennifer Lawrence? Like humor and beauty, coolness seems to defy definition. The literature tells us that coolness is subjective rather than universal and we know that it changes over time (is smoking cool?). Caleb Warren and Margaret C. Campbell apply a new definition to cool: ’Coolness is a subjective, positive trait perceived in people, brands, products, and trends that are autonomous in an appropriate way.’ Cool means departing from norms that we consider unnecessary, illegitimate, or repressive - but also doing so in ways that are bounded.

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The 1984 Apple ad that said, essentially, ’you have a choice; don’t buy IBM!’ was considered one of the coolest commercials of all time, because it was, in the researchers words, ‚autonomous in an appropriate way.’ But a 1984 Apple ad saying ’you have a choice; don’t pay federal income taxes!’ wouldn’t be cool, because taxes are legitimate; and a 1984 Apple ad saying ’burn IBM’s headquarters to the ground!’ wouldn’t be cool, because that’s just overdoing it. Cool requires something worth rebelling against. Let’s take for example the high schools, one of the clearest ways to show classmates that you were cool was to violate the dress code in clever ways. In one study from the Warren and Campbell paper, participants saw ads asking them to follow or break a dress code. Some learned that the code existed to honor a dictator. Others were told it honored war veterans. Although both groups considered breaking from the dress code a sign of autonomy, it only seemed cool to be autonomous in the former example, when they were breaking from a norm that was clearly absurd. Where this definition of cool - iconoclastic, legitimate, and bounded - runs into trouble is the concept of success. Some people who break rules but don’t achieve success are seen as losers or failures. For others in the business world - Bill Gates, Warren Buffett, Mark Zuckerberg - it’s precisely their thrilling success more than their ’bounded autonomy’ that’s the real source of their coolness. They accomplished something. Autonomy is cool. But so is power and money, even when it creates or supports norms that iconoclasts want to destroy. 143

Coolness isn’t a 20th-century invention but it is a 20th-century phenomenon. Most would agree that the concept of being cool emerged after the Second World War, epitomized by the likes of actor James Dean and jazz musician Miles Davis. Yet, if we look back through the centuries, we can find examples of people who had some qualities that made them cool. Characteristics associated with coolness included rebelliousness, emotional control, toughness, thrill-seeking and generally doing things the way the individual desired, rather than conforming with society norms.

MODERN-DAY COOL

In a new study, a University of Rochester Medical Center psychologist, Dar-Nimrod, has found the characteristics associated with coolness today are markedly different than those that generated the concept of cool. They have surveyed nearly 1,000 mostly college-aged students on their perception of cool. The three-year study found that more people believe a person is cool when they are friendly, warm, smart and trendy. Today people are less apt to respond to the James Dean-style of aloof coolness that was once so dreamy in yesteryear. Therefore, coolness has lost so much of its historical origins and meaning - the very heavy counter-cultural, somewhat individualistic pose that was associated with cool. Even if we hear how the word ‚cool’ is being used to describe things today, it’s not being used to reflect counterculture rebellion, it’s being 144

used to describe a way of saying, I like you. The main thing is: Do I like this person? Is this person nice to people, attractive, confident and successful? That’s cool today, at least among young mainstream individuals. The leather jacketed, cigarette smoking, rebel to authority is still perceived as somewhat cool, but the nice guy next door now reigns coolest, according to the study surveys. Those who are talented and smart and striving to succeed also rated high up on the cool scale. Even nerdiness, which was once the antithesis of ’cool,’ has changed its reputation. Geeks are now under that counterculture umbrella of edginess. What is more, researchers said the findings have real-world implications in changing the way society perceives unhealthy behaviors, like smoking, drinking and drug use, which used to fall under the general perception of a rebellious ’cool.’ 145

Researchers found that a significant number of participants used adjectives that focused on positive, socially desirable traits, such as friendly, competent, trendy and attractive. If anything, sociability is considered to be cool, being nice is considered to be cool. And in an oxymoron, being passionate is considered to be cool - at least, it is part of the dominant perception of what coolness is. How can you combine the idea of cool - emotionally controlled and distant - with passion? At some levels, participants in the study still appreciated the traditional elements of cool, such as rebelliousness and detachment, but not as strongly as friendliness and warmth. Almost any one of us will be cool in some people’s eyes, which suggests the idiosyncratic way coolness is evaluated. But some will be judged as cool in many people’s eyes, which suggests there is a core valuation to coolness, and today that does not seem to be the historical nature of cool. There is some transition from the countercultural cool to a generic version of it as coolness has really two faces. One is the face of someone like Miles Davis, the other is the face of a person who is considered to be confident and successful and attractive but doesn’t have much of the edginess. So what are the ingredients necessary to be cool?

Social desirability - In every office, school or social group, there are people who exude confidence and make everyone around them feel comfortable people likely to be called ’cool’ by their peers simply because they’re so enjoyable to be around. Emanuel Maidenberg, a psychologist at UCLA, says that people who fall into this category likely have naturally outgoing personalities that predispose them to be admired. Their social nature becomes a positive loop: because they’re so likable, other people are drawn to them. And because other people are drawn to them, they remain popular. They become key towards human social connections because of their ability to interact, their interest in it and their social skills.

Rebelliousness - The second type of cool denotes a demeanor not unlike the Don Drapers and James Deans of the world: a detached, effortless attitude defined in part by emotional control and a certain unflappable confidence. This type of coolness is described as ’the more historical version,’ characterized by rebelliousness, irony and roughness. It’s an intellectual passion, reserve, audacity and grace under fire. There’s a profound stillness and a holding within energy. What entices us about people who exhibit this kind of detachment isn’t necessarily who they are but who we can imagine them to be. Being aloof and detached is something that is attractive in and of itself, but if you don’t interact with somebody or can’t know much about their life, it creates more room for us to develop and project fantasies. 147

Today, traditional brands across the market are trying to figure out how to stand out to customers who have more options and can sniff out inauthenticity. Many make the mistake of simply following approaches that have worked for others. But following a perceived formula can be a waste of budget and energy if it doesn’t actually make sense for the brand’s identity, history, position in the market and reason for existing with consumers. Whereas fashion labels used to be successful by being everything to everyone, today customers can see through empty gestures or opportunistic strategies. They expect brands to have a clear message and positioning that jumps off a crowded social media feed. For many brands, the biggest challenge is developing an authentic point of view. To boil it down: Chasing cool doesn’t work. Being cool - and more importantly, authentic - does.

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HOW TO MAKE A BRAND COOL

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Before LVMH acquired Rimowa and Alexandre Arnault took it over, the luxury luggage maker was respected but boring. Slowly but surely, thanks to a series of fresh campaigns and collaborations over the last three years, Rimowa has come to align itself with the always-on-the-go lifestyle of a younger generation of global travellers who document their adventures through social media and have multi-hyphenate creative professions. Transition requires soul-searching. Before a brand can have an authentic voice in the culture, it needs to determine what it is about and why it exists. Consultant Charlotte Hall, the co-founder of London concept store LN-CC who works on creative strategies for brands, calls this the ’nucleus’ of a brand. ’An issue that I come across often is quick, fear-based responses, and usually that can end up compromising on values for short term gain. And what I try to do is work with them to keep coming back to the values’. Rimowa, for example, competes with thousands of brands on the market, most of them at a lower price point. In order to engage a new generation of customers, it had to represent more than reliable wheels. So the brand enlisted its famous globe-trotting fans like Kim Jones and LeBron James to tell their travel stories, and give the luggage product a larger narrative about ambition and creativity.

FIGURE OUT YOUR PURPOSE

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USE YOUR BUDGET TO WORK WITH NEW CREATIVES

BE OPEN TO MOVING FAST AND EXPERIMENTING Brands never know where the next influential voice in fashion may come from, whether it’s an emerging pop star or a teenage girl amassing millions of followers on TikTok. But the upside of reaching out to untested platforms or personalities can outweigh the risks. Take Prada’s recent runway show, to which it invited TikTok teen star Charli D’Amelio. The tie-up may have seemed awkward to industry watchers, but it also probably reintroduced the brand to the 29 million mostly young people following D’Amelio’s every move online. The number one thing that every brand and every person needs to understand in 2020 is that things move very fast. If a brand does something that’s outside their comfort zone and it doesn’t work, it’s not going to bury them for the rest of their life. People click on something else the next day. But if it works, it could have a long tail, it could really be something special.

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One of the simplest ways for a brand to experiment with a new point of view is by hiring new creatives who bring a visually different approach to photography or styling. Consumers will recognise a tonal shift, even if the partnership doesn’t have a product attached to it. More than product collaboration, it’s collaborators at this point. Enlisting a younger, unproven creative with an active online following is another way to gain credibility, especially for large, established brands looking for a refresh. Followers of that photographer or artist will give a brand they’ve already discounted a new chance if that brand uses its budgets to give an emerging artist a platform. And the fruits of that partnership can be shared more quickly than a product, which takes months to be designed and produced and released.

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GIVE YOUR COLLABORATORS CREATIVE FREEDOM

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Whether it is Aimé Leon Dore’s brightly colour-blocked New Balance classics or Rick Owens’ furry Birkenstocks, the fashion collaborations with the highest likelihood of generating conversation reflect the creative freedom of the smaller, more independent designer or influencer. Otherwise, the final product can seem overworked or inauthentic. The importance of giving collaborators, whether it be a cool indie designer or a buzzy photographer, actual creative freedom in order for the resulting project to have more impact with consumers. Therefore, brands should choose these partners based on more than their number of followers on Instagram. Even if a collaboration is shared by a popular social media account, it can still be overlooked if it doesn’t feel genuine. The money saved on fees for a lesser-known partner should be allocated to a higher project budget, for maximum impact. Relevance over reach.

EMPOWER EXPERIMENTAL PROJECTS WITHIN THE ORGANISATION

REMEMBER THAT THE PRODUCT HAS TO LIVE UP TO THE HYPE

Company politics can kill the kind of experimental or outof-the-box projects that might reframe a brand in the eyes of the market. Oftentimes, projects that come from outside the communications and marketing teams within an organisation don’t get the support they need to be properly executed. The followthrough can make or break a collaboration, especially now that the market is so saturated with different brand projects. Just putting two brand names next to each other isn’t enough anymore: consumers need to understand why this partnership is special.

Rimowa didn’t become a status symbol for Instagram’s luxury kids overnight; it took a series of small steps to change the brand in the mind of consumers over months and years. The strong reputation of the product itself, which preceded its brand transformation, was just as important. It’s really about producing things that are authentic to the people and the brand, and having a clear point of view and staying the course. It will pay off if the product is good.

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CERTAIN POLITICAL SITUATION

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The world is rapidly changing. Families, and the role of women and girls pithing them, are also changing - today, there is no ‘standard’ family form. Families around the world look, feel, and live differently today. Families can be “make or break” for women and girls when it comes to achieving their rights. They can be places of love, care, and fulfilment but, too often, they are also spaces where women’s and girls’ rights are violated, their voices are stifled, and where gender inequality prevails. In today’s changing world, laws and policies need to be based on the reality of how families live. Today, there are many indications that women are increasingly able to exercise agency and voice within their families. Yet even in developed countries where women’s gains have been more sweeping and sustained, women are still more penalised rather than men. OBSERVE. STAND. FIGHT. AND ACT

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The main barrier holding women back from leading fulfilled lives is unemployment. Jobs help change perceptions of women’s value and encourages investment in their education and health. Western Europe and North America, for example, need to make far more progress than some sub-Saharan African countries in increasing the representation of women in legislatures; almost two-thirds of Rwanda’s parliament is made up of women while less than a quarter of American and Canadian legislators are women. When women are excluded from politics, they have little chance of influencing important policies affecting their lives. The main threats to women and girls’ human development that the report identifies are economic risks, inequality, health dangers, hunger or poor nutrition, environmental and natural disasters and physical insecurity. All these risks affect women and girls far more than they affect men. Even if these threats vanish or diminish, societies still must commit to eliminating patriarchal attitudes, like selective sex abortions in such countries as India. Women feel less safe than men in every country, and violence negatively affects women’s freedom of movement, emotional well-being and even their capacity for imagination and thought. No country has it all when it comes to gender equality, but some places are better than others to be a woman. The Women, Peace and Security Index seeks to understand these global differences by measuring women’s inclusion in society, sense of security, and exposure to discrimination—key indicators of how women are faring. The latest data show that some of the worst countries for women have achieved gains, even as some of the best are lagging in crucial areas. No matter where a country ranks on the list, a pattern of unevenness categorises pretty much all countries. For example, Afghanistan does relatively well in terms of women’s political participation.” And Yemen, the lowest on the list, has relatively low levels of intimate partner violence and even son bias, the prenatal sex determination and abortions that can result in more boys than girls born in a country. “Son bias is basically sex-linked abortion,” says Klugman - managing director of the Georgetown Institute and 160

Women around the world are rising up to demand civil, personal, and professional rights. It’s happening through the #MeToo and equal-pay movements rippling through workplaces from Hollywood to soccer fields. It’s happening among women governing in Rwanda, insisting on safety in India, and being finally acknowledged as groundbreaking pioneers in their fields.

lead author of the index. “But you need assisted technology to know the sex.” Ironically, in countries like China and India, “as the middle class grew, the son bias actually got worse rather than better— people could actually do the ultrasound, find out what the sex was, and have the abortion” if the baby was a girl. Ranking squarely in the middle of the list is Venezuela. It falls at #84. Norway ranks #1, outstripping Iceland after elections led to the losses of several seats held by women. Had Venezuela only been measured on the dimensions of inclusion and justice, it would jump into the 40s, says Klugman. What pushes it lower on the list is the category of community safety– whether females aged 15 and over report feeling safe while walking home at night. Italy, for example, rank #28. The country is weaker in terms of inclusion, in the sphere of employment, as well as in terms of security, in the sphere of community safety.

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To conclude, the past is a warning for today and the future. Only by looking back it is possible to include and remember the achievements achieved, in terms of freedom and the conquest of rights. Surely we can still improve the actual situation. Nowadays, women keep speaking loud for their rights showing solidarity to each other, belonging to activist organisations, which stand for women’s rights and justice. In many countries, those organisations take part in Women’s strikes as the right to strike is a recognised human right and throughout history, strikes have been an effective tactic for harnessing the power of movements to affect change. For Example, recently on the last 8th of March, for the International Women’s day, thousands of Mexican women march to protest femicide - considering that more than ten women are murdered every day.

It is important for women to make their voice heard in order to break through the barrier of bias and prejudices if they want to see progress in the society at the speed and scale needed to achieve gender equality. Observe. Stand. Fight. And Act. Women need to be free to be who they want to be and how they want to be. Moreover, this concept has been touched also by fashion houses such as Gucci in its Cruise 2020 where the brand takes sides in defence of the abortion law: „My body, my choice”. With this Slogan Gucci focuses

on women’s rights and their freedom of choice. A slogan that speaks bluntly and that takes sides in front of all the political voices at a global level on the possibility or not of allowing women to decide on their own bodies: freedom to be and to decide. Thus, Alessandro Michele said: «In this parade we talk about the importance of freedom of expression, and for this reason it seems absurd to me that today there are those who want to deny this freedom to women, not recognising their right to dispose of their bodies as men can do ». 163

EVERY WOMAN

HAS POTENTIALITY

National Geographic asked insightful and impressive women from all walks of life five provocative questions.

What is the most important challenge that women face today? Being treated equitably, based on ability to contribute, based on skills. Being accepted as equal. - Ellen Pao, a tech investor and diversity advocate. “There isn’t a country on Earth where women have achieved true equality, and the barriers they face look different in different places. But no matter where you are in the world, understanding these barriers is the first step to dismantling them—and that requires making a concerted effort to gather better data about women and their lives. We don’t have reliable information about how many girls are going to school, how many women have the chance to earn an income, what their health and safety looks like, and whether they’re dying preventable deaths. And without that data, we can’t design effective policies or interventions to meet women’s needs. Data is power.” - Melinda Gates, co-founder of Bill & Melinda Gates Foundation, which supports efforts to reduce inequality, poverty and other global ills. 164

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“If you ask different people who are passionate about reproductive justice or economic justice, they would have different answers. Obviously, for me, sexual violence is one of the most important challenges facing women. But all of it comes under the umbrella of patriarchy and the ways that patriarchy affects women economically, physically, professionally.” - Tarana Burke, a Brooklyn-based activist and founder of the #MeToo movement.

What is the greatest hurdle you have to overcome? “When I was just 16, my father passed away; that difficult time was one obstacle. And I think one obstacle is actually myself, you know. Over the course of time, the issue of confidence is one I had to struggle with. It’s probably closely related to the passing of my father and the sense of loss that you feel as a result. Then, whenever you face that same sense of loss, that lack of support or love or whatever, you have to build that confidence within yourself. I think love is an extraordinary engine for confidence, and when you lack some of it in an early stage, you have to constantly battle against it.” - Christine Lagarde, chair of one of the world’s largest law firms, minister of finance in her native France, and two-term managing director of the International Monetary Fund. In 2019 she was tapped to direct the European Central Bank. “Myself. I am my own biggest hurdle, because no one will be a bigger critic of me than me. Whether or not you’re your own worst critic, whether or not you overemphasize your confidence deficit, I do think many women are much harsher on themselves and on their abilities. And I’m one of them.” Jacinda Ardern, Prime Minister of New Zealand. “The biggest hurdles I’ve had to overcome have probably been racism and misogyny and fat phobias. Just dealing with living in a body that this world has tried to legislate or discriminate against in a lot of different ways throughout history. Sort of working against that while trying to just live and thrive is a challenge.” - Roxane Gay, a social critic and Purdue University faculty member.

What needs to change in the next 10 years? “Equal opportunity. To be judged on merit. The change is not just how women are regarded by men, but how women regard themselves. You know, it starts with you.” - Sylvia Earle, an oceanographer and National Geographic explorer-in-residence. “I think the most important thing is that there are many more women in positions of authority and power. That will be the conduit of many other things that we all need, such as equal opportunity, equal pay, space, and respect. So, many more women in positions of authority and power in all sectors, public and private alike, in the developed and developing worlds. If you give me a second choice, I would say: at least seven years, if not more, of quality education for all girls, particularly in the least developed countries. Because young girls with education will find themselves with more parity with boys. We observe, in the economic research that we do, that they will tend to marry later in life, will typically have fewer children in the course of their life, and be able to make better choices in general.” - Christine Lagarde, chair of one of the world’s largest law firms, minister of finance in her native France, and two-term managing director of the International Monetary Fund. In 2019 she was tapped to direct the European Central Bank. “The media portrayal of women as objects. It would be a lot easier to move forward with where we need to go if the message from mainstream media supported women’s roles as the keepers of wisdom and cooperation.” Jonatha Giddens, an ocean ecologist. 166

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What is your greatest strength? “Resilience. Because I am queer, I have experienced physical and social violence in most of my life. What doesn’t kill you makes you stronger. Now I use this strength in my job, as an explorer in rough environments.” - Diane Rainard, a photographer. “Probably my stubbornness. I get an idea in my mind, and I don’t want to give it up. My definition of success was not success in terms of monetary reward or even professional recognition. It was more at the level of, Can I actually do science that I’m going to be proud of? And can I feel like I’ve made the right choice with my life, that I decided to do something that I can actually do well? There were a number of times when I was younger when I thought maybe the answer is no and maybe I’m on the wrong track. And again, my stubbornness came into play, because I’m also not a quitter. So I’d have voices in my head doubting what I was doing—but then I’d have contradictory voices saying, But you’re not going to quit.” - Jennifer Doudna, a biochemist researcher. “My greatest strength is feeling confident enough to know I can always bet on myself. When I set my mind to something, I never stop working until I accomplish it and feel like I’ve reached my full potential. Additionally, throughout my career I have always made sure I surround myself with people who tell the truth, who state their opinions, and who have my best interests at heart.” - Alex Morgan, Player of the Year for the U.S. Soccer league.

What advice would you give young women today? “Not being afraid is very important. You may feel like you failed and there’s no way to recover, but you can.” — Tara Houska, Indigenous rights activist. “So many women lack self-confidence. You have to jump 30 more hurdles than the guy next to you to get to the same place. You have to be calculating, you have to be checking all the signals in the room, you have to pick your space, pick your time to say something, to be something. Imagine the inherent exhaustion in all of that! I would say that you need to go for things, trust your instincts, and remember that luck is often a product of hard work. And be outlandish; don’t worry about what people are going to think about you. Don’t worry about failing or succeeding, just go for things because you think they’re the right thing. And don’t sit back in the back seat and be driven; get in the front seat, put the key in the ignition, and drive.” - Kris Tompkins, former CEO of the retailer Patagonia. “Don’t be scared of what excites you. Always stay curious about yourself and the people and places around you. Focus on the work and goals you have set for yourself, and never compare yourself to others.” - Ingi Mehus, a National Geographic explorer. “Fitting in is overrated. I spent my first few years at my first job out of college doing everything I could to make myself more like the people around me. It didn’t bring out the best in me—and it didn’t position me to bring out the best in others. The best advice I have to offer is: Seek out people and environments that empower you to be nothing but yourself.” - Melinda Gates, co-founder of Bill & Melinda Gates Foundation, which supports efforts to reduce inequality, poverty and other global ills. “Don’t be discouraged in your journey. If people talk badly about you, if people say you can’t achieve something, don’t let it discourage you; let it drive you forward. Listen to yourself, listen to your gut, and listen to the people in your life that you trust. Let your passions be your guide.” - Alex Morgan, Player of the Year for the U.S. Soccer league. 168

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MAN’S WORLD

WE ARE LUCKY WOMEN. WE DO NOT LIVE IN A WORLD WHERE OUR GRANDMOTHERS OR MOTHERS LIVED IN OR CAREER’S CHOICES FOR WOMEN WERE STILL LIMITED. WE GREW UP IN A WORLD WHERE WE HAVE BASIC CIVIL RIGHTS, AND AMAZINGLY, WE STILL LIVE IN A WORLD WHERE SOME WOMEN DO NOT HAVE THEM. BUT ALL THAT ASIDE, WE STILL HAVE A PROBLEM, AND IT IS A REAL PROBLEM. THE WORLD WE LIVE IN IS STILL A MAN’S WORLD. WE DON’T REALLY REALISE IT BECAUSE WE ARE VERY IMMERSED INTO THE REALITY. HOWEVER IT IS A WORLD DESIGNED FOR MEN.

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This is a man's world This is a man's world But it wouldn't be nothing Nothing without a woman or a girl It’s a Man’s Man’s Man’s World, James Brown (1966)

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LUCKY WOMEN IN A MALE DESIGNED WORLD

A simple example - think of the average smartphone size, women’s hand is not much bigger than the handset itself, instead, the average man can fairly comfortably use his device one-handed. A world where there are still many obstacles and challenges for women than for men to achieve their full potential. The number of women leading is growing but still representing a small group. The fact is that the business world’s parameters have been built and set by men, based on how men think. So when women operate in that space, they often feel they are ‘getting things wrong’ or that they are ‘problematic’, in a way men probably cannot imagine. This is due to the fact that it is a world run by privileged men and privilege is invisible to those who have it. It is obvious that usually women have to struggle more and work harder in order to achieve their goals and swim against a tide of gender issues.

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Women begin to act the stereotypical female role as a child and continue along this same path as an adult. Some common female stereotype traits are affectionate, emotional, friendly, sympathetic, sensitive, and sentimental; stereotypic males traits include dominant, forceful, aggressive, self-confident, rational, and unemotional. These gender stereotypes portray women as lacking the very qualities that people commonly associate with effective leadership, thus creating a false perception that women do not measure up to men when it comes to top level management positions. Inequality is pervasive and involves three linked issues: self-sabotage by women, gender conditioning, and unconscious bias visible in the everyday world. The first one is linked to the fact that women have the power inside to be great but oftentimes it is covered by false beliefs about ourselves. So to achieve their potential women must first recognise and overcome their barriers; avoiding behaviours that hold them back. They need to own and appreciate their accomplishments, while also pinpointing and being compassionate about their limitations. What is interesting is that we are all so accustomed to ‘the way things are’ that it is almost impossible to separate it from what true parity should look like. But besides that, there are people who are fighting in order to have equal opportunities for both genders in any situation, from social to business life. People should stop thinking that women is the weak sex and stereotyped them in a way that they are considered less valued than men. Men and women have equal rights and privileges as human beings; they differ from each other because they have different capabilities and abilities. Each has different approaches in dealing with life, and has their own ways of reacting and responding to situations. Both have talents and gifts to share to the world – if merged, can create a better world. 175

IMPORTANCE OF MAN IN WOMAN’S LIFE “Behind every great woman is a great man” - Anne Marie Slaughter

Every woman has the leading role in her own unfolding life story. For them it is important to live the life they want, feel free to choose without being judged. Some women need marriage, or children to feel fulfilled. For them, traditional roles are personally meaningful. Such women differ markedly from another type of woman who most values her independence as she focuses on achieving goals that are important to her, or from still another type who seeks emotional intensity and new experiences and consequently moves from one relationship or one creative effort to the next. Nevertheless, every woman consciously or unconsciously feels the need to be appreciated and supported. Men play an important role in women’s lives. Since the very early age, women are in contact with the other gender through the father figure. The presence of the father is significant as the quality time they spend together is crucial at all stages of a girl’s life. Girls see their father as their hero, the most important man in their lives. A father’s influence in his daughter’s life shapes her self-esteem, self-image, confidence and opinions of men.

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In general, women like to have a person/partner next to them in their lives, with whom they can share their emotions and experiences, someone that makes them feel protected and safe. A man comes into a woman’s life with an assignment, to build her. He will bring into her life growth. He will not spend much time talking with her but when he does, he will uplift her, rebuke her with love, challenge her and correct her. In fact, she will run to him for advice as her mentor. She relies on him but does not depend on him. She is strongly independent, mentally and physically powerful to cope with life’s challenges and obstacles. The part of the story that does not get told, however, is that behind almost every great woman is a great man. It is important for men to get involved in what has traditionally been the women’s world and understand their necessities. Man is a partner for his woman. He is an ally, who feels empathy towards her and supports her in her career and life.

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16 THE POWER

OF TOUCH

New research shows that people are giving fewer hugs and being less tactile than ever. Touch is the great universal connector. A hug, a caress, a kiss, even a handshake, express our common humanity. Touch is the first sense to develop in the womb – from eight weeks, an unborn baby’s sense of touch is already forming – and from then on, positive touch is essential to our wellbeing, both physical and emotional, as well as to human communication and bonding. Human hands have taken millions of years to evolve - while other primates have complex patterns of tactile communication, no other species has developed hands as sensitive as those of humans. But in a digital age, we have become used to communicating remotely and connecting via screens - using our hands to click and swipe rather than feel and interpret.

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Outdoor play and sports were formerly a key opportunity for tactile experiences, but now young people often spend a lot of time in their bedrooms or online, especially when they feel low. Childline counsellors have found that young people compare themselves to others on social media, making them feel ‘ugly’ and ‘unpopular’. ‘Virtual influencers’ such as Lil Miquela and Shudu are perhaps the epitome of untouchable Instagram illusion.

Is our innate instinct towards sensory, tactile engagement under threat? For sure since our social world is becoming increasingly visual and digital, and as a consequence being the power of touch easy to forget in human relations, it leads to the missing component of the human experience. Well, there is no real substitute for touch. The bond it creates, the trust it conveys – it’s part of our evolutionary background. Designers and creatives have a key role to play in supporting our innate desire for tactility. The people who produce the physical items that we hold and touch every day in the real world add immense value to our environment. We should appreciate them more, every time we pick up an item that’s satisfying to the hand or comforting to the skin.

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Touch me, touch the palm of your hand to my body as I pass, Be not afraid of my body. Walt Whitman (1881)

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There will be a big difference between 2019 and 2020. 2020 marks the beginning of a new decade. It will mirror the seismic shift between 1919 and 1920, which turned culture completely upside down. This is partly because the new decade has a name, the Twenties, unlike the previous two decades that exist as a less defined, amorphous mess in people’s minds. So it seems we are now on the threshold of change. For example, the attitude towards the work is different to that of recent years. For a while now, people starting out in fashion have been superambitious and really keen to be seen as wanting to ‘get along’. They’ve happily fitted into existing structures, climbing the ladder in big corporations and getting important jobs… but not any more. This is changing as we enter the Twenties. This decade embodies the shift in attitude today’s people seem to be experiencing. The common point of view seems to be that everyone just wants to do work that is good and meaningful and new, no one is particularly bothered about making a fortune or impressing the industry or society. Success now seems to be when you achieve your own fulfilment, in other words seems to be about being happy and content with the outcome, and judging the results by your own values rather than those of someone else. Right now, success seems to be measured in quite a different way from five years ago. It’s about how you realise yourself and your own ambition, not how they will be realised for you. The individual gains more self-confidence and it is focused more on his/her happiness and freedom without caring about society’s judgements. NEW DECADE, NEW ATTITUDE.

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Has she been real to know surreal? PESTEL focus on Europe and Italy Zoom into industry analysis Situation of women in Italy the gender gap comparison Situation in Florence its creativity, students and women Independent publishing print renaissance Slow journalism steady wins the race Magazines during Covid-19 adaptation and reorganization

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PESTEL

ANALYSIS

FOCUS ON EUROPE AND ITALY

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Europe is one of the seven continents which comprises the western most peninsula of Eurasia, Europe is generally divided from Asia by the watershed divides of the Ural and Caucasus Mountains, the Ural River, the Caspian and Black Seas, and the waterways connecting the Black and Aegean Seas. Europe is the world’s second-smallest continent by surface area, covering about 3,930,000 square miles or 2% of the Earth’s surface and about 6.8% of its land area. Of Europe’s approximately 50 countries, Russia is by far the largest by both area and population, taking up 40% of the continent, although the country has territory in both Europe and Asia, while Vatican City is the smallest. Europe is the third-most populous continent after Asia and Africa, with a population of 733-739 million or about 11% of the world’s population. The most commonly used currency is Euro.

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Italy, officially the Italian Republic, is a unitary parliamentary republic in Southern Europe. To the north, Italy borders France, Switzerland, Austria, and Slovenia, and is approximately delimited by the Alpine watershed, enclosing the Po Valley and the Venetian Plain. To the south, it consists of the entirety of the Italian Peninsula and the two biggest Mediterranean islands of Sicily and Sardinia. Italy is considered to be both a major regional power and a leading middle power with membership in prominent institutions such as the UN, the EU, the NATO, the OECD, the WTO, the Uniting for Consensus, the G6, G7, G8, G10, G20, the Union for the Mediterranean, the Council of Europe and the Central European Initiative. Italy currently maintains the world’s tenth-largest nominal defense budget and is a participant in the NATO nuclear sharing policy. Domestic demand is expected to gain momentum during 2014 as investments will turn round. The situation in Italy is such that almost 49% of people say they trust their political institutions, which is surprising to be as less than the OECD average of 56% as predicted by OECD and in the latest elections for which data is available, voter turnout in Italy was a whopping 81% of those registered.

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POLITICAL The politics of Europe deals with the continually evolving politics within the continent. It is a topic far more detailed than other continents due to a number of factors including the long history of nation states in the region as well as the modern day trend towards increased political unity amongst the European states. The current politics of Europe can be traced back to historical events within the continent. Likewise geography, economy and culture have contributed to the current political make-up of Europe. Modern European politics is dominated by the European Union. Most European states have either joined, or stated their ambition to join, the European Union. The European Union, or EU, is an intergovernmental and supranational union of 28 states. It has many activities, the most important being a common single market, consisting of a customs union, a single currency, which is adopted by 15 out of 28 member states, a Common Agricultural Policy and a Common Fisheries Policy. The European Union also has various initiatives to coordinate activities of the member states. EUROPE 194

Italy is a unitary parliamentary republic with a written constitution. The President of the country is the head of state, while the Prime Minister is the head of government. Italian politics is usually dominated by three political parties i.e. Five Star Movement, the Democratic Party, and the Lega. Though the country is famous for many things, it has a history of tortuous political crises since the end of the Second World War. Italy is a founding member of NATO and the European Union (formerly known as the European Economic Community, EEC). It is also a member of some of the top institutions in the world such as the UN, OECD, WTO, OSCE, and G7. It maintains good foreign relations with many countries. However, the rise of far-right politics has been a cause

of major concern for the country. Likewise, political instability, tensions between the governing partners, and disagreement over policies and election pledges have affected the country in the last few years (Ellyatt, 2019). Though Italy has made a lot of progress over the years, it is still seen as one of the most corrupt countries in Europe. Italian authorities have implemented draconian measures to stop the spread of coronavirus in the country. According to Tondo (2020), thousands of people have been pressed charges against for violating the lockdown measures. At the beginning, some people saw it as a very heavy-handed approach; however, the perception had changed quickly and most people started seeing it as an appropriate response to a calamitous situation.

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ECONOMICAL As a continent, the economy of Europe is currently the largest on Earth and it is the richest region as measured by assets under management with over $32.7 trillion compared to North America’s $27.1 trillion in 2008. In 2009 Europe remained the wealthiest region. Its $37.1 trillion in assets under management represented onethird of the world’s wealth. The European Union, an intergovernmental body composed of 28 European states, comprises the largest single economic area in the world. 18 EU countries share the euro as a common currency. Five European countries rank in the top ten of the world’s largest national economies in GDP (PPP). This includes ranks according to the CIA, Germany at 5th, the UK at 6th, Russia 7th, France 8th, and Italy 10th. There is a huge disparity between many European countries in terms of their income. The richest in terms of GDP per capita is Monaco with its $172,676 per capita according to 2009 and the poorest is Moldova with its GDP per capita of $1,631. Monaco is the richest country in terms of GDP per capita in the world according to the World Bank. It was one of several regions where wealth surpassed its pre crisis year-end peak. As with other continents, Europe has a large variation of wealth among its countries. The richer states tend to be in the West; some of the Central and Eastern European economies are still emerging from the collapse of the Soviet Union and Yugoslavia. In early 2010, fears of a sovereign debt crisis developed concerning some countries in Europe, especially Greece, Ireland, Spain, and Portugal. As a result, measures were taken, especially for Greece, by the leading countries of the Eurozone. EUROPE 196

The next element to address in the PESTEL analysis of Italy is the economic environment. Italy is one of the top 10 economies in the world. Its nominal GDP in 2019 was $2030 billion (Trading Economics, 2020). It is a part of the Eurozone; however, its relations with Brussels has been bitter over its controversial budget plans (Winchester, 2019). Italy is well-known as one of the largest export economies in the world. Its top exports are packaged medicines, cars, refined petroleum, vehicle parts, and valves that go mostly to countries such as Germany, France, the USA, the UK, and Spain. On the other hand, its top imports are cars, crude petroleum, packaged medicines, petroleum, and vehicle parts that mostly come from Germany, France, China, the Netherlands, and Spain (OEC, 2020). Italy is one of top manufacturing powers in

Europe. The major industries that have been driving the economy are tourism, manufacturing, agriculture, service, and trade. These industries are characterised by large corporations as well as smaller, family-run businesses. However, the lack of raw materials poses a big challenge to the economy which the country deals with by importing large amounts from its trading partners. The impact of coronavirus on the Italian economy will be damaging both in the short and long terms. However, the government’s pledge to increase spending in a ‘massive shock therapy’ to counterbalance the economic impact of the virus has been received with mostly positive reactions (BBC, 2020). Likewise, many businesses have been very swift to adopt remote working where possible to reduce the spread of the virus and minimise financial damages.

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SOCIAL Since the Renaissance, Europe has had a major influence in culture, economics and social movements in the world. The most significant inventions had their origins in the Western world, primarily Europe and the United States. Approximately 70 million Europeans died through war, violence and famine between 1914 and 1945. Some current and past issues in European demographics have included religious emigration, race relations, economic immigration, a declining birth rate and an aging population. Europe is home to the highest number of migrants of all global regions at 70.6 million people, the IOM’s report said. In 2005, the EU had an overall net gain from immigration of 1.8 million people. This accounted for almost 85% of Europe’s total population growth. The European Union plans to open the job centres for legal migrant workers from Africa. In 2008, 696,000 persons were given citizenship of an EU 27 member state, a decrease from 707,000 the previous year. The largest groups that acquired citizenship of an EU member state were citizens of Morocco, Turkey, Ecuador, Algeria and Iraq. Today, large populations of European descent are found on every continent. The culture of Europe can be described as a series of overlapping cultures; cultural mixes exist across the continent. There are cultural innovations and movements, sometimes at odds with each other. Thus the question of common culture or common values is complex. EUROPE 198

Italian society has changed significantly since the Second World War. Participation of women in education, politics, and other areas of life is praiseworthy. The use of public space plays a very important role in the lives of Italians. People, particularly young Italians, love to meet friends on a daily basis. They usually meet with each other in bars, cafes, cinemas, pizzerias, and discos.However, many tourists have shared on social media their experience of bad customer service in the country. Likewise, many Asian and African travellers also shared their experience of racist encounters they faced. As of March 2020,

the current population of Italy is around 61 million. The life expectancy for men is 81 years, while 86 years for women. Italian is the major language, while Christianity is the major religion (BBC, 2020). Other notable religions in the country are Islam and Buddhism. Italy has one of the oldest populations in the world. Approximately 60% of the population is aged 40 and over, while 23% is over 65 (Perper. 2020). The elderly population has been severely hit by coronavirus. Other social challenges facing Italy are organised crimes, high rates of youth unemployment, and rise in hate crimes.

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TECHNOLOGICAL

The Industrial Revolution started in Great Britain in the last part of the 18th century and spread throughout Europe. The invention and implementation of new technologies resulted in rapid urban growth, mass employment, and the rise of a new working class. Reforms in social and economic spheres followed, including the first laws on child labour, the legalisation of trade unions, and the abolition of slavery. In Britain, the Public Health Act of 1875 was passed, which significantly improved living conditions in many British cities. Europe’s population increased from about 100 million in 1700 to 400 million by 1900. The last major famine recorded in Western Europe, the Irish Potato Famine, caused death and mass emigration of millions of Irish people. In the 19th century, 70 million people left Europe in migrations to various European colonies abroad and to the United States. EUROPE 200

Italy has made significant progress in the digital arena over the years. In fact, it is one of the top four countries in Europe in the digital revolution. It has more than 105,000 hightech companies combining all sectors together, and it is a market leader in robotics in Europe. It has also made excellent progress in Cloud computing (Fratta and Sabatini, 2020). The use

of the Internet is fast rising in Italy with companies investing heavily in scientific and technological research. However, there are some weaknesses that need to be addressed. For instance, poor provision of broadband and lack of training opportunities and facilities concerning advanced technologies are slowing down the progress of digital revolution.

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ENVIRONMENTAL There is no doubt that some of the most beautiful cities in the world are located in the EU. Indeed, France, Germany, the UK, Italy, and Spain are some of the most visited countries in the world. Tourism plays an important role in the EU GDP. For instance, it’s contribution to the EU GDP was 3.9% in 2018 and accounted for approximately 11.9 million jobs. However, the EU faces some enormous environmental challenges. For example, air pollution is the biggest environmental risk to public health in Europe causing an estimated 400,000 premature deaths a year. And alarmingly, most of the EU member states have failed to meet air quality standards and the measures taken by the European Commission against countries branching emissions limits have not been effective either (Cockburn, 2018). Other notable environmental challenges facing the EU are climate change, stratospheric ozone depletion, loss of biodiversity, major accidents, acidification, deterioration of habitats and water pollution, forest degradation, and chemical risk.

EUROPE 202

Italy is one of the most beautiful and magical places in the world. Rome, Florence, Venice, Vatican, Tuscany, and Milan offer many landmarks of world architecture. The country’s stunning landscape and cathedrals, UNESCO World Heritage sites, artistic and architectural attractions, medieval and Renaissance buildings, Mediterranean coast, and many other attractions mesmerise millions of tourists every year. However, the country faces a number of environmental challenges. For instance, air pollution, poor waste management, climate change, water pollution, depletion of natural resources, over packaging of consumer goods, soil erosion, and flooding to name but a few.

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LEGAL

The last element to address in the PESTEL analysis of the European Union (EU) is the legal landscape of the union. It is worth mentioning that addressing the legal environment in detail is beyond the scope of this article; hence a very limited discussion. The EU has its own legal system. It is separate from international law and highly respected in the member states. It overrules the national law of each member country if there is a conflict between the national law and the EU law. A uniform application of EU law means laws are consistent in their interpretation and application, and are more accessible, understandable and transparent. However, many Eurosceptics oppose the dominance of the EU law over their national laws. EUROPE 204

The last and a very important element to address in the PESTEL analysis of Italy is the country’s legal landscape. The government in Italy encourages foreign direct investment by offering incentives e.g. subsidised loans, cash grants and tax credits. Setting up a business by the locals or foreign investors is relatively easy. Employees are entitled to all statutory employment rights e.g. holiday, sick leave, maternity leave, severance pay, and so on.

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Government scrutiny Seen as a widespread dissatisfaction of citizens among European countries about belated political actions. A shift in focus Companies are shifting management styles from performance-based to talent-based HR. Talent management requires HR to search for, cultivate, and motivate employees to maintain high-performance rates. Changes in trade due to the outbreak of Covid-19: Many countries will realize the dependence of their supply chains on others’. Some countries may wish to begin to move their manufacturing internally. Uncertain situations across Europe Where women protest due to limitation of their basic rights (such as the right to abortion). Taxation rules Taxes on paper industry (VAT) 6% VAT on printed media, 25% VAT on digital media - unequal distribution of taxes; publishers have to face more costs when publishing online the same content that has been printed

P O L I T I C A L

E C O N O M I C

The impact of globalization Globalization has changed how we work, and who we hire. More companies are open to hiring remote and overseas workers. It opens the talent pool. Poor market performance It may lead to a multi-year recession, as investors pull their money out of traditional financial instruments to hedge themselves against market volatility. It can lead to the biggest economic contraction since World War II, hitting every sector from finance to hospitality. Female education level Women represent 58.4% of students in higher education and out-number men in higher education completion rates. Gender pay gap 2018 salary data shows that a gender pay gap exists in favour of men across 16 out of 21 fields of study at an undergraduate level, and 16 out of 19 at a postgraduate. By providing labour opportunities and spreading information and knowledge that affects the country’s future performance. Localism Growing with a focus on micro-communities and economies. Communities become powerful in small cities.

ZOOM INTO INDUSTRY ANALYSIS 206

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Panic and uncertain future With citizens anticipating a need to stay home for extended periods of time, the temporary disruption of many supply chains will exacerbate. Understanding a variety of demographics in one workplace With the hundreds of productivity tools and instant messaging services, companies will likely have a variety of workers from all over. And each one may have different expectations in payment structure, training, and communication. Selective presence The fundamental need to protect the physical, mental and economic integrity of ourselves and those close to us. Consumers demand new benefits and new protections in a world that is always watching. Ethical Educators Consumers embraced brands that helped them become more ethical and enlightened. Brand avatars In 2020, consumers will form deeper connections with the brands who code themselves into life. Overwhelmed and anxious, consumers will re-prioritise in 2022, trading traditional markers of wealth and achievement for time affluence and space for feeling. Creating Intimacy We will see a rise in tight-knit community groups, human-centric services and empowered local organisations to counter an individualistic and fragmented society. Spaces, projects and curriculums that facilitate human engagement will help people rediscover intimacy and emotional connection. Millennials Today’s largest generation with a population totalling 92 million, which accounts for about a quarter of the world’s population. Millennials are well educated - 36% of millennial females and 26% of millennial males have a bachelor degree. Need for sharing Compared to previous generations, millennials are especially collaborative and heavily influenced by peers, frequently turning to online networks for advice or guidance on decisions. Emergence of online community forums where people network and share opinions.

S O C I A L

T E C H N O L O G I C A L

Digital Escalation Social distancing has highlighted the importance of digital channels more than ever and lockdowns have elevated digital as an urgent priority. Companies need to strengthen their digital capabilities as consumers will continue to demand more in this space and brands must act fast to deliver. Fast, simple communication Thanks to technology, workplace communication is becoming easier every day. We can instantly send out emails or text messages. Employees can sign up for specific messaging apps join workgroup chats. Simple recruitment It’s just as simple to recruit talent as it is to communicate with them. Databases are used to sort through applicants until only the top choices are left. Also scouting through forums, websites, and social media for new hires is in increase. Information overload Although HR is privy to different data analysis methods to gather employee intel, it also makes employees uncomfortable. They may feel like their security is at risk. Easy comparison between products and ratings. Globalization of data Communication doesn’t depend any longer on the location but on the online presence. Civil media - Consumers embrace smaller and more meaningful online communities. A new model of online commerce emerges, powered by consumer communities on social platforms. Millennials, the digital generation In comparison to previous generations, this early to mid-adult group is notorious for its adoption of new technology and rejection of traditional advertising. Positive impact of social media Social media as a platform to encourage growth and build future customer connections. Cultural switch from paper to digital Technology has undermined the economics of book publishers and authors and has put printing in danger.

Shift in mindset Increase in international students at universities presenting multicultural approach to life. Living abroad supports open-mindedness and tolerance. Community power Communities catalyze positive changes in society by providing the information that influences public opinion. 208

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Saving the trees Thanks to the internet, the administrative activities don’t need so much paperwork. Rather than printing out handbooks, contracts, and other documentation, much (if not all) of this paperwork is digitally managed. The only thing companies need is a digital storage system to keep all the information straight. More remote work means less driving pollution Working with worldwide talent less driving back and forth to the job site and home. This means less carbon emission in the air because everyone can work from their computer or smartphone. Recycling Packaging must be designed so that it can be ‚recovered’ in order to minimise the environmental impact on disposable goods. Green pressure Consumers feel and strive to avoid polluting the eco-systems. New kinds of eco-shame attitudes are becoming impactful. Education Higher participation (levels of literacy, information access, and equality) reduces the level of environmental degradation that a country is willing to accept during its growth process.

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E N V I R O N M E N T A L

L E G A L

Data protection as a legal responsibility We must abide by many legalities, but the most important is confidentiality. It’s both ethically important, but also our legal responsibility. HR verifies new employees, which often means conducting a background check. If HR doesn’t vet this information, the company could face legal consequences. Intellectual property rights Copyrighted content is a subject for many lawsuits. The threat of piracy, where people will copy content free of charge.

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GENDER GAP MYTH TO DISCOVER OR REALITY TO FACE?

Despite the progress that women have managed to achieve in terms of rights all over the world, many countries are still facing obstacles and barriers between men and women. Italy ranked 14th in the EU on the Gender Equality Index. Italy is progressing towards gender equality at a much faster pace than other EU Members States. Its rank has improved by 12 places since 2005. Gender inequalities are most pronounced in the domains of power, time and work. Italy has the lowest score of all EU Member States in the domain of work. Its highest score is in the domain of health. Since 2005, Italy’s scores have improved the most in the domains of power and knowledge. Concerning the work aspect, the employment rate is 53% for women and 73% for men. Between women and men in couples with children, the gap is far wider than in couples without any children. The gender gap decreases as education levels increase: it is almost three times lower among highly educated women and men than among people with lower levels of education. Around 33% of women work part-time, compared to 9% of men. The uneven concentration of women and men in different sectors of the labour market remains an issue. Around 26% of women work in education, health and social work, compared to 7% of men. Fewer women (6%) than men (31%) work in science, technology, engineering and mathematics occupations. Regarding the salary aspect, the gender pay gap is a problem that affects all economies, albeit with different intensities depending on the country, the work sector and the qualification covered. In Italy, although monthly earnings of both women and men increased by around 19% from 2006 to 2014, the gender gap persists: women earn 18% less than men. The gender gap is also wider among women and men with high levels of education (35%) than among people with low or medium levels of education (25% and 26%).

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If the company board seems to be a place for a select few, who can climb the summit as they live their role? Gender fatigue in the professional sphere is a reality that women face daily. Over half of Italians (55%) think that when the leader in the company is a woman, the latter must work harder than men to demonstrate their skills within the organisation: a challenging situation even more felt by the women interviewed with 67% of the votes. Furthermore, being a „career mothers” still seems to be a disadvantage for those with professional aspirations: in general, for 66% of the Italian population, being a parent has an impact more on the career of women than on that of men (the percentage of agreement rises to 76% if the women themselves answer). In terms of knowledge, tertiary educational attainment increased in Italy between 2005 and 2017, from 9% for both women and men, to 15% for women and 13% for men. The gender gap in attainment is wider between women and men in couples with children and between women and men aged 25-49, with more women tertiary graduated in both groups. This factor could benefit young people and lead to an increase of women entering the workforce. According to Istat (The Italian National Institute of Statistics), women are also more likely to read, go to the theatre visit a museum or gallery, or create online content.

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On the time aspect, in the houses of Italians, as well as in the rest of Europe, when household chores are carried out by a single individual from the family unit, these fall mainly on the shoulders of the woman: in 44% of families, preparing meals, cleaning and laundry are activities carried out independently by women, in another 44% they are carried out in collaboration between partners and only in 8% of cases are they carried out exclusively by men. The role of the handyman is more easily associated with the male figure, with house maintenance and repair work (the sole responsibility of the man in 39% of cases). The rigid stereotype of women as the only person responsible for managing the home and children seems to have been overcome: the phrase „The man’s job is to bring home the salary, while the woman’s job is to take care of the home and family” declares in 52% of Italians disagree (above the European average, 48%, and the global average, 42%), 20% agree with this statement, 28% are neutral. As evidenced by the most recent scenario data, the modern woman is no longer only mother and wife, but is also a worker struggling with career paths. The presence of women in the labor market is now a fact and is also growing.

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The gender gap is most significant between single women and men and women and men with low levels of education, with more men than women perceiving their health as good. On the health aspect, selfperceptions of good health increased significantly from 54% to 74% for women and from 62% to 80% for men, between 2005 and 2017. Health satisfaction rises in proportion to levels of education and declines in proportion to increases in age. The gender gap is most significant between single women and men and women and men with low levels of education, with more men than women perceiving their health as good. Life expectancy increased for both women and men between 2005 and 2016. Women on average live five years longer than men. Violence against women is both a consequence and cause of persisting gender inequalities in the areas of work, health, salary, knowledge and time. In contrast to other domains, the domain of violence does not measure differences between women’s and men’s situations but examines women’s experiences of violence. Men in Italy beat and kill women more than in other developed countries. Each day 88 women are the victims of violent acts, one every 15 minutes, and that in 80% of the cases it has to do with Italian women being molested and beaten by perpetrators that in 74% of the cases are Italian men. And there is no difference in this between one region and another; victims are on the rise across the board, perhaps because complaints issued by women are on the rise. They are more knowledgeable about this type of crime. In the past, they submitted to the abuse in silence, taking for granted that a physically abusive husband or a jealous fiancé was a part of their destiny.

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Oftentimes women support their partner’s career, giving up a career of their own or more demanding work hours. It’s as if it were unbecoming to demand to have economic independence and an equitable salary. Educating little girls is important. We must stop teaching them to be good obedient little girls, caregivers. We must be able to live without being conditioned, without having to constantly mediate. Only in this manner will we be able to choose, to be who we wish to be.

The situation of women’s condition in Italy in terms of what they are mentally and physically facing everyday is neglected. We are all aware of the fact that this situation exists but what is missing is the collectiveness in taking action. In Italy women of every age, from young to adults, are left aside, compared to other countries, such as the United Kingdom or United States, that freely stand out for the protection of women’s fundamental rights. On the contrary, few are the organisations or movements in Italy, including Professional Women’s

Association, Italian Association of Women Inventors and Innovators, Women on the Net, Non una di meno, Italian Society of Women in Literature, and Women’s Union, which encourage and defend women’s rights, careers and daily life insecurities. Support and affinity by communities helps women, especially young ones, to fight their battle against challenges, stereotypes and judgements that overwhelmed our society.

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SITUATION IN FLORENCE

Florence is a city whose charm and splendid past have remained unaltered. The Tuscan capital continues to enchant, by means of its artistic masterpieces, coloured marbles and architectural works that evoke the pomp and circumstance that drive it as the leading city that developed the art and culture dictums of the Renaissance.

Firenze, the cradle of the Renaissance, offers more than just museums and monuments. It is bursting with quirky shops and quality crafts; a living city with an eclectic cultural life that embraces opera, classical music and contemporary art. Florence has been rated the top European city for its creativity and cultural vibrancy, according to the second edition of the European Commission’s Cultural and Creative Cities Monitor. Florence has a population of 380,000; with an average age of 46 years old. However, the percentage of young people between 20-29 years old is 15, with a majority of 53% of females and 47% of males. Florence tries to give the possibility to its citizens to think, feel and be elevated to another dimension by promoting initiatives such as The Card del Fiorentino - bringing the city’s museums and monuments back to the locals for just 10 euro for the year. Florence has also a strong expat community. The city hosts many international people. Tourists, on the one side, who travel to see the beauty of the city and foreign students, on the other side, who sees in Florence an opportunity to develop their studies. The Tuscan capital offers a good level of education as it is considered one of the best universities in the Nation. In terms of fashion and design, the city hosts the best international universities - Polimoda, Marangoni and IED. These leading academies play a key role in keeping the creativity in town. The greater the city’s allure and sexiness, culturally speaking, the longer students are likely to stay before returning to the States, China and northern Europe. Florence is renewing and restoring its heritage with new spaces such as Manifattura Tabacchi - a centre outside the city centre, a place of exchange integrated into the neighbourhood and the wider city. The spaces aim to promote many social and cultural activities as well as to continue the involvement of the local population and potential client base.

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INDEPENDENT PUBLISHING

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‘PRINT RENAISSANCE’

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In our increasingly digital world, where the average time spent with print magazines has fallen 19 percent in the past five years, according to a report by media agency Zenith Optimedia, it is often observed that independent fashion magazines are nonetheless seeing a resurgence. With the growth of the Internet, print fashion media were supposed to die years ago. The Internet was supposed to be a killer for the publishing industry, and yet the market for high-concept biannuals and quarterlies is more crowded than ever. Today, newsstands have never looked so inviting. Rainbow rows of matte-papered, ice cream coloured fashion magazines cover every inch of space. The industry is not only surviving but “thriving”. The concept of the ‘niche’, arguing that the smaller the niche, the better the chance for survival in the industry. The specialisation is important, readers want something that they cannot find elsewhere. When speaking of the future of print, BoSacks, a veteran of the printing/publishing industry since 1970, predicts that print will always have a special place for those willing to pay for it. However, with the way the industry is evolving, he argues that print will become a luxury item; making it highly profitable – with niche, special interest magazines having the most longevity. According to Michael A. Clinton, President, Marketing and Publishing Director at Hearst Magazines, print enjoys a sense of credibility that other platforms lack.

WE SEE, WE LOOK, WE OBSERVE PAPER. BUT WE ALSO SMELL. AND WE TOUCH.

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Many people are using new business models, things like Kickstarter and Unbound, ways of financing the magazine before it’s printed. That can make magazines with quite short print runs work. Things are completely open about the content, the business model and the way you want to publish, so you can make something you’re comfortable with and reduce those big, fixed risks that go with publishing. For lots of people who make independent magazines, making money is not the primary requirement. Covering your costs is usually a requirement, but people are doing it for other reasons, too. That’s why those magazines are exciting - John Walters Editor of Eye magazine.

Well, it has never been easier to make and publish a magazine. Desktop technology puts design and print production at the fingertips of anyone who is willing to learn the basics; commercial printers in a squeezed market are happy to take on small-run jobs to reach new customers; and independent shops enthusiastically take on small titles to create a unique offering for shoppers and justify their existence in competition with high-street chains and online retailers. But this is also an extremely competitive world. If you are trying to attract readers in bookshops and newsagents, yours will be one of many new titles every month, up against established favourites. Sasha Simic of the independent UK distributor Central Books reports that he is approached every week by three or four new magazines seeking distribution. This competition ensures high standards of 226

design and editorial, since magazines rise and fall on the merits of their offering to the reader, and quality is essential to that. “The idea that print is dead comes up again and again”, says Matt Willey, creative director of Port and the New York Times Magazine. “Print isn’t dead. And right now is a really, really interesting moment. But you have to justify your presence in print, which is a good thing.” For sure, building a strong brand identity is the key factor for magazines. For printed magazines it is essential to have an online presence. At the very least, it is a quick reference point for readers, and it could also be an important partner to the magazine in terms of content. The web can perform tricks that are alien to print, such as allowing you to publish news in a matter of minutes, host film and animation, and make intelligent connections using the power of click. 227

Indie publishing makes the most out of what it means to be in print - long-form journalism, wonderful layouts, good design and high-quality production and papers. Of course, magazine publishers need to think outside of the box and beyond the paywall in order to diversify their offerings and build new revenue streams. Print isn’t dead, but it has plateaued, and digital is where the growth is. However publishers can’t think of digital as the only option, either. The idea is to deliver content to users when, where and how they want it - while still growing revenue. That will require diversification. The type of diversification varies greatly from publisher to publisher, but the key is to think creatively and openly about what could work, and not be limited by “legacy” thinking.

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There is life beyond the paywall, and some brave players are forging new roads. Diversification can be expressed in several ways through different innovative ideas such as apps, retail, or events. If the first two are seen more as supporters of the magazines, events can have enormous opportunities in driving both revenue and loyalty. Diversification is not about a one size fits all approach. It’s all about providing the right product to the right person at the right time. In the digital space, your strength is your brand, and moving forward, the key will be in leveraging engagement. In order to diversify successfully, magazine publishers need to know their audience and predict what they will want, which will be a data-led process of trial and error as publishers collect more data and insight on their audiences. The key is to keep an open mind – and not to be afraid of taking calculated risks. Innovation will come through experimentation. Definitely, a magazine is nothing without its readers. If publishers know their subscribers well, they will know what they want and expect from publications, whether that’s a Spotify channel, a series of TED-like talks or a capsule collection of designer handbags. 229

SLOW

BUT STEADY WINS THE RACE

A substantial proportion of news consumers “feel worn out by the amount of news these days,” according to preliminary data from the forthcoming 2019 Reuters Institute Digital News Report. There’s even an acronym for the increasingly prevalent desire to put an end to the endless streams of posts, stories and fast news: JOMO, or the “joy of missing out.” SLOW JOURNALISM

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Born out of the frustration at the quality of journalism from the mainstream press, slow journalism sprung into existence around 2011 with the launch of UK quarterly print magazine Delayed Gratification. People have the feeling of being bombarded with news and having trouble finding solid, in-depth journalism that’s worth their time. One of the hallmarks of slow journalism is giving readers a realistic chance to consume everything before more content arrives. Speed is the disease of the digital age.

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Questioning the premise that faster is better, slow journalism is about taking the time to report the news with close attention and more depth. There is no simple consensus in defining exactly the slow journalism. It’s been variously called a movement, a meme, and a theory. As an emerging field in journalism theory, slow journalism is still being defined. But Erik Neveu, an expert at the French National Centre for Scientific Research, offers some broad characteristics of this immersive and thoughtful form of news gathering:

Literal slowness: A slow journalist takes “time to check facts, to gather and process data.” Investigation: A slow journalist works in serious reportage “gathering and producing news, not of recycling or commenting on it.” Selectiveness: A slow journalist winnows away what is trivial and demands that journalism be “selective, explanatory.” Length and narrative quality: “Slow

suggests

depth and craft. Fairness: Slow journalism promotes transparency. Commensality: Slow Journalism serves the community. Participation: “Slow journalism transforms its audiences into partners,” encouraging readers to respond to and contribute to producing the news. The telling of untold stories: Slow Journalism focuses on the “deep,” the “untold,” the “backstage,” demonstrating “an almost ethnographic, grassroots vision of society. For sure a story doesn’t have to tick every point of the list above to be qualified as slow journalism. Long-form investigative journalism often requires a level of guarded research and even secrecy that makes community-building and participation impossible but still seems to qualify as slow. So rather than labeling a news story as slow journalism or not, a more useful approach is to think of degrees of “slowness” in a story. A story is slow in so far as it consciously addresses those elements of journalism that are at risk of being left behind in our increasingly complex, inattentive, media-saturated world. Crucially, it means that slow journalism isn’t engaged in nostalgia—it is not a thinly disguised throwback to a simpler time before the Internet and social media “ruined everything.” Although the ever-increasing influence of digital (and particularly social) media has contributed to an arms race mentality of faster-is-better, it’s vital to recognize that these media also offer exciting opportunities to engage with readers in ways that have never been possible before.

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A fundamental change in news media recently is that being first has become much more important than being right. A second cause of the degradation of the news is the speed with which news is placed on the internet through normal people nowadays, for example on social media sites like Twitter and Facebook. When Amy Winehouse died, twenty million people twittered about it before news organisations published anything about it. A third cause is that a lot of people stopped paying for news. Free online news organisations are very popular and therefore online advertising becomes more important for publishers. To earn money with an advertisement it needs to be seen by millions of people, and the way to reach this is through Google. A lot of people search for news stories online using Google and most people will click on the top three hits. Google doesn’t care about if a research of an article is conducted well. However, it does care if you’re first. Google also cares about volume: the more articles, the higher you come in the rankings.

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To conclude, slow journalism questions the existing model of the super-speed production and replaces it with another production model that highlights the quality of news producing. Furthermore, they stress that less news production should be embraced, in the sense that always trying to be the first is not the best. Slow journalists try to be the last of breaking news and therefore they give a critic on the built-in obsolescence and claim that news stays ‘new’ for a longer time than only an hour or a day. They also want the audiences to consume news differently, to embrace their in-depth stories and qualitative research instead of watching 24 hours breaking news.

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It’s not just that 2020 is set to be the worst year in the history of the modern luxury business, with supply chains in freefall and media advertising budgets slashed. It’s not just that shoppers have stopped shopping, or that fewer people in the fashion industry, from seamstresses to salespeople, are able to go to work. It’s that many people have been re-evaluating their moral relationship with consumption and now there’s a pandemic to address. Independent fashion publications are facing a series of problems in the coronavirus outbreak publishers are postponing release dates, suspending print runs, and focusing on online in order to engage

with readers by creating a special digital moment with contributions from readers and its creative community around the world. Many, big or small titles, decided to either suspend or postpone the print edition of their summer issue, and wait until everything returns to normal. “We are learning to adapt, connecting each other via Zoom and our audience as much as possible to ensure we can act and react in meaningful ways.” - said Jefferson Hack. Many others, such as Vogue and Vanity Fair, tried to find solutions to cope with this situation of general stand by, featuring photoshoots, and content which adapts to the time and differs from their usual.

MAGAZINES DURING COVID-19

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However, fashion magazines have been derailed both in production and purpose due to the new coronavirus pandemic and lockdown. From a creative standpoint, editors and publishers said they are taking advantage of the chaos. It’s an excuse to try new things; to shake up familiar visuals and stale formats; to introduce more originality at a time when the line between editorial content and advertising is blurrier than ever.

“Being unable to shoot a lot of content, especially fashion stories, has presented real challenges,” Ms. Brett said. “But as the world adjusts to a new reality, we are choosing to view uncertainty as an opportunity to exercise even greater creativity in how we operate.” said Hattie Brett, editor in chief go Grazia UK. After all, the industry isn’t willing to declare disaster yet. Actually, Condé Nast, the publisher of titles including Vogue, Vanity Fair and GQ, said subscriptions for American magazines were up 85 percent for March 2020 versus March 2019. Condé Nast also said they received a 35 percent boost in weekly average digital

readership. Hearst Magazines said their sites attracted 33 percent more readers, compared with last year. To conclude, magazines have to adapt and be able to reorganise themselves and their business model according to this tough situation that we are living in. But looking at the positive aspects, publishers have the opportunity to think and be creative in offering readers, who have more time to read due to the international lockdown, engaging and thought-provoking content, readings and editorial that could develop the readers’ interest into a long-term relationship with their magazines. 241

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She starts as singular to become plural. Before we begin Background Personality Why are we independent? Our Purpose Why What How? The Magazine The Digital Platform Online Customer Journey Strategic Framework Vision Mission Values 3D Business Model Market Analysis Target Market Focus Group Personal Interviews Archetype Target Persona Community Brand Onion Brand Identity Prism Location Investors Touchpoints Empathy Map Customer Experience Map Customer Relationship Management Corporate Social Responsibility

From the seed grows a root, then a sprout; from the sprout, the seedling leaves; from the leaves, the stem; around the stem, cannot say that the seed causes the growth, nor that the soil does. We can say that the potentialities for growth lie within the seed, in mysterious life forces, which, when properly fostered, take on certain forms.

- M. C. Richards, Centering in Pottery, Poetry and the Person

“We’re human beings — perfection is not cool.”

BEFORE WE BEGIN

During our four years of academic education, we have had to deal with many different concepts, taboos and uncertainties. Being at the verge of immersing into the fashion work environment ourselves, we feel inspired by everything we have learnt and motivated by all of the people we have met. It gives us joy and hope that a dream and an idea is actually all you need to have to start.

BACKGROUND We are women, we are in our 20s and we are about to graduate. This project is a journey of self-discovering and self-acceptance. It is our personal adventure. The moment of life that we are now living is challenging our minds. It pushes us out of our comfort zone and therefore defines us for the rest of our lives. We are in a phase of transition, facing a new reality never experienced before. Leaving the university environment and structuring ourselves into the professional career life. Defining our future direction equals going out of our comfort zones and confronting the unknown. We are fully embracing this process and we realised that this is a universal feeling.

WE ARE NOT ALONE. WE ARE A COLLECTIVE.

Ambi is a creative medium, composed of a biannual collectable magazine and a multi-sided digital platform extended to coaching and mentoring consultancy. Our focus is on young women, their emotions, their lives and everything that surrounds them. An inside look into the lives of girls in their 20s: their challenges, doubts, thoughts and success. A thoughtful manual for others on how to get through this particular stage of our life, when ideas, emotions and actions are defined.

MAGAZINE IS A WOMAN. She is not afraid of emotions - she is determined, powerful but sensitive and vulnerable. And this is her strength. She is undergoing constant changes, nothing is stable. She is in the process of defining herself.

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DIGITAL PLATFORM IS A SOCIAL WOMAN. She is connected and digitally-savvy - she is inquisitive and global but personal and authentic. She has a wide knowledge capacity, meaning that she receives and gives.

OURDNA 253

THE CREATIVE MEDIUM IS RUN BY YOUNG WOMEN. WE ARE ACTIVE, MOTIVATION-DRIVEN AND READY TO LEAD AND SUPPORT THE REST. THE DECISION TO BUILD THE TEAM OF GIRLS LIKE US CAME FROM THE SIMPLE DESIRE TO BE AS CLOSE AS POSSIBLE WITH OUR AUDIENCE. WE WRITE AND TALK TO EACH OTHER BECAUSE WE REPRESENT THE SAME GENERATION AND AGE GROUP. THEREFORE, THE CONTENT IS CREATED BY YOUNG WOMEN WHO CAN FEEL AND EXPERIENCE THE WORLD IN AN EMPATHETIC WAY. WE BELIEVE THAT BY WORKING WITH OUR OWN PEER GROUP, WE ARE SHARING THE SAME SET OF REFERENCES AND THE SAME MINDSET. WE ARE THE AUDIENCE OF AMBI, MEANING THAT WE CREATE FOR OURSELVES AND FOR OUR FRIENDS BECAUSE ONLY IN THIS WAY WE ARE ABLE TO BE THE REAL REPRESENTATION OF OUR GENERATION AND PROVIDE A CONFIDENT, UNIQUE PERSPECTIVE. THAT IS NOT TO SAY, WE ARE EXCLUSIVE BUT FOCUSED.

WE ARE AMBIVALENT. WE ARE AMBITIOUS. WE ARE AMBI.

OUR CHOICE WHY ARE WE INDEPENDENT?

Nowadays we are experiencing a sense of nostalgia. We feel connected with our roots and emotional about our past. And independent publishing is all about it. People are interested in tangible analogues and collecting magazines is at the center of attention. Why is that? You discover a new perspective by collecting and cherishing something that has a lot more relevance to you than just a magazine that sells advertising. The more commercial publishings are just that - it’s all based on catchy images. The new magazines that go deeply into their subjects are more fascinating. It’s like buying a book on one topic, but every six months there is a new chapter coming out. Indie publishing is the answer to the information-saturated world. Niche magazines have rediscovered the sensual overload of print - combining touch, smell and sound with visuals to provide the perfect antidote to our everyday life. The new formula leaves room for experimentation and allows cross-pollinations between disciplines and genres. Exploring the boundaries between identity, fashion, art and design. The beauty of independence is the freedom to have all the options about how you want to make a magazine. When you are working in a way that’s that personal, you’re not driven by data or protocol - it’s emotional decision-making. Other aspects include the distribution and advertising. By definition, independence means a small, agile team - looking after subscriptions and promotions, liaising with the advertising sales people and making sure they order enough mailing boxes for the next issue. You can put those modules together to make the kind of magazine that you feel comfortable with. Therefore, indie magazines are in a really interesting phase and projecting bright possibilities for the future.

BEAUTY OF INDEPENDENCE

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Ambi exists to guide young women through their phase of selfdefinition. We are questioning the world and its standards. We fight for better mood, better living, less social pressure, less judgments. We celebrate positivity and self-love thorough human stories and bilateral conversations. Our creative medium is an incubator of confidence, we are a site for self-exploration and femaleness mediation. Our creative medium promulgates self-development through supportive, collective, honest and outspoken principles. OUR PURPOSE 1

HUMANITY FIRST, SOCIETY SECOND We are promoting empathy and sympathy in all forms to teach people how to show compassion and understanding. In this way we are creating a situation in which society is of secondary value and human beings are overcoming pressure by helping each other.

3 INDIVIDUALLY PRESENT, COLLECTIVELY SUPPORTED There is beauty behind every individual. We are not denying that. On the contrary, we feel that individuals become stronger and more powerful when they are supported by a collective of likeminded people. We are providing a space for exchange of thoughts, ideas and experiences to build new affinities.

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2 READERS-CENTRIC MINDSET We created our medium with the aim to broadcast human stories with all its failures, mistakes and successes. We believe that being a platform with open-source content leads to equal opportunities where readers are contributors, and writers are the readers. Shifts in roles provoke changes in perspectives.

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ADVOCATE FOR OPENNESS AND TOLERANCE Openness means acceptance. Tolerance means broad-mindedness. These both combined lay principles for a powerful community where everyone 5 is heard. By being part of Ambi, our quality life improves as we were born with the necessity of pursuing a sense PRINT-DIGITAL-SOCIAL INTEGRATION of belonging and approval. These three spheres are supporting and completing one another, following the omni-channel methodology and making it beneficial both for our company and our audience. We are reaching new potential target markets by integrating various creative outlets. They are provided with more 6 opportunities to interact with us and educate themselves. NETWORK OF FEMALE CREATIVES We bring together coaches, mentors, entrepreneurs and all the ordinary/extraordinary women by 7 giving them tangible resources and action plans to implement into their lives. Only when we open up SUPPORTED BY PARTNERS for change and start exercising, we We believe that our actions can boost our development and become more universal when excel at fields that were out of our the efforts are shared with other reach before. organizations believing in similar principles. We believe that the idea of community should be extended as well onto the business 8 sphere by featuring collaborations and co-hosting events that will make various social groups meet MAKING A POSITIVE IMPACT together. This fundamental principle sums up all the actions and gives our audience a guiding direction for the future, where long-term positive effects are measured by the means of people and their feelings not by financial resources. Having a social responsibility and giving back to the world is what our medium believes in. 259

Our aim is to be the voice of this generation of young women who are in the phase of selfdefinition. We believe that to achieve goals, the most important characteristics are humbleness and the desire to constantly develop yourself and raise your competences. There is never such a situation that we know everything. We want to create a friendly atmosphere that supports mutual exchange and self-development. We are young women who are sharing their personal stories with others by coaching and mentoring those looking for mental and professional direction. After all, obstacles and mistakes are educational for everyone. Our hope is to shake the hearts of the insecure ones and the certainties of those who are firm on certainties, because it is always outside of the „comfort zone” that miracles happen.

WHY ARE WE DOING IT?

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SERVICE

AND PRODUCT

We define ourselves as a social space for young women addressing a wide spectrum of possibilities. The open-source access to articles, videos and podcasts is the basis for our online activity. But above all, we created a place where our community meets and interacts throughout coaching and mentoring sessions offering private counselling and membership programs made-to-measure for the requirements of our generation. Additionally, we are scouting for talented young women and helping them to showcase their work and express themselves by featuring merchandise created in collaboration with them. The creative medium is a network of contacts and inspirations, where all creative minds meet. Moreover, Ambi publishes a biannual collectable manual, serving as a directional and inspirational guide for young creative women. We report from inside of the industry by means of real stories, interviews and personal editorials. There will be lots of questioning the world and its stereotypes that dominate in our perception of life. Ambi is categorised as a women’s lifestyle, fashion and arts magazine speaking about the beauty behind every individual.

WHAT DO WE DO? 262

Magazine The magazine will be divided into three sections: Eyes wide open: Personal Interviews with young women Personal Editorials Psychology/Coaching Columns Infographic Manuals Both feet on the ground: Interviews with industry insiders Reports from creatives Infographic Manuals Open Question Head in the clouds: In-depth analysis Open Question Inspirational Editorials

Online Knowledge Database Articles - an archive of articles and interviews will be available for everyone.

Podcasts - serve as a way to entertain people and support them while they are doing other activities simultaneously. Coaches, mentors and entrepreneurs will be invited to share their experience and challenges as well as providing motivation and solutions for the problems. Videos - they show the teasers for the new issues, as well as reports from events and activities of our community. In this way, we are able to make our readers feel appreciated and important as they are the fundament of our creative medium. Consultancy - includes bespoke programs created in collaboration with coaches as well as private counselling both with our coaches and mentors. We are connecting the psychotherapeutic sphere with the practical, experience.

HOW

ARE WE DOING IT?

Dictionary - is our reinterpretation of topics that represents the new set of codes used by the community of young creative women. Due to globalization a lot of terms have lost their original meaning - being misleading and confusing for many. That is why we want to organize them and present in a new perspective that is relevant to the modern-day.

Offline Meet&Greet - is the core of our offline activity because they are organised on a high frequency. Meetings with Readers - are free of cost and open to the public. They take place at bookshops and concept stores where our magazine is distributed. Usually, the meetings will be organised when a new issue is launched. Readers will be invited to take part and listen to the story behind the inception of the magazine. Interactions will be created, comments and questions will be answered. We will collaborate with the store’s owners to host the events. Launch Party - They are organised to promote the new coming issue. Celebrated privately with a modest audience consisting of contributors, sponsors, press, loyal customers. We will have a casual and friendly 265

atmosphere where people will meet around the table, enjoy the food and share conversations. - Their main objective is to increase visibility and brand recognition. We will team up with other local organizations - sharing the same cause and purpose - to co-host the activities. Events will include: lectures, Q&A sessions, guest talks and TEDtalks. Some of the events will be charged with an admission fee that covers the costs of organization and preparation. Tours - these are mostly daily events that have a specific theme and program. We want to keep a small group of people to establish a personal conversation with every individual. Depending on the type of tour, there might be a sponsor supporting us. We plan to organize architectural walks around the chosen city, museum visits with guides, winery field trips, just to mention a few. Sports - they provide a wide spectrum of different types of entertainment. Ranging from simple run-together to daily hiking trips and city getaways.

Workshops - are the space for our audience to gain new skills and express their creativity. They are planned in advance and announced in anticipation because a limited number of participants can join. We aim to organize 3 editions per year. Educational - activities that will provide possibilities to improve the interpersonal skills, including assertiveness, self-presentation and effective communication. Practical - activities in form of tutorials, interactive classes on ‘how to fix things’ which usually are not addressed within female societies. Creative - activities purely dedicated to all the creative minds and their hidden talents that can be developed into handcrafting.

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CALENDAR APRIL JUNE

FEBRUARY Meeting with readers Podcast

Workshop Fair

Event

MAY JANUARY MARCH Issue goes to print Open-source questions Sports

Work submissions Workshop

Launch Party Issue Release

JULY

SEPTEMBER OCTOBER

DECEMBER Podcast

Open-source questions Meeting with readers

Launch Party Issue Release Fair

Issue goes to print Tour

AUGUST NOVEMBER Work submissions Workshop Fair

Launch Party Issue Release

We are seeing our independent magazine as an inspirational manual from the creative industry published twice per year and encompassing the six months of our social activity delivered in form of unpublished and exclusive articles, interviews and photoshoots. We work with people who share mutual respect and are willing to support each other’s development. A good publication is not one person’s point of view - it is a real, genuine publication with strong leadership and openminded flexible perspectives. For us, an independent magazine is formed by a small, agile team who creates personal, family-like relations. Along with our core team, the magazine will include the input from freelancers, art contributors, brands and industry insiders in the form of writing, proofreading, photography, illustration and design. Our aim is to prepare each issue of the magazine with the contribution of selected artists who will express themselves throughout the issue. We will co-create different forms of content, ranging from short writings to original personalised artworks made exclusively for the magazine.

MAGAZINE

BIANNUAL Release months: March - September The biannual publishing model indicates two editions per year - the first one in March, followed by the September issue. Issue 0, which is the first and special edition, will be released in March 2020. COLLECTIBLE The magazine leads young women through their phase of self-definition and is shaping their future life direction. We want to specify that the medium is addressing young creative minds by speaking their language and expressing their mindsets in a fresh and positive manner and personal and honest attitude. We are encompassing a wide variety of topics but always approaching them from the perspective of self-definition. Meaning that self-definition is the superior ideology that generates the wide lense through which the topics will be described.

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Our multi-sided platform is a virtual space where our women are celebrated, events are lived, discussions are generated and products are sold. It is the space for our community to work on their personal and professional aspects supported by coaches and mentors that are accompanying them by means of bespoke programs and private counselling. The members of our club are encouraged to showcase their talents and express themselves. For us everything begins with women, not products. When you arrive at the website, you encounter an interactive video transmitting the personality of our medium as well as introducing our activities. In order to enter, you need to click on it or stroll down the page.

DIGITAL PLATFORM

YOU ARE ON AMBICREATIVES.COM Let’s start your journey.

LANDING PAGE Our aim is to stay coherent across all of our channels. Digital has to transmit the same feeling and aesthetic as the print. The website will be clear, user-friendly, personal and not cluttered with information. The first thing you will see will be the visual of the latest issue - which redirects the visitor to the archive section. Selected few articles will be visible on the main page as well. They deal with various topics and are chosen from different sections. In this way, we are able to give an overview of our content. As Instagram is our main social channel and the one that our target uses the most, the latest photos from the feed will be featured. It serves as an inspirational moodboard and helps to understand the aesthetic. Those photos are linked with the posts on Instagram. At the bottom tab of the landing page, more options are listed. The most important one is subscribe. Here, the users will be asked to give their email, name, age, city and drop a few lines about themselves (not obligatory). Next, are social media, contact and stockist. Here, as we are a start-up, we will feature the places where we distribute so people can know where to find us physically. Additionally, there will be a distribution information with the dedicated email address for those who wish to carry our title in their stores.

Current Issue Issue 0 release Call-to-ourchase

Latest Articles Editorials Psychology Interviews

Instagram Feed Subscribe Contact Stockist

Our Story Who we are Why Ambi

Our Vision Our mission Our values

magazine archival issues

Chapter One Eyes Wide Open

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Our Team Who we are Our Instagrams

articles database

Chapter two Both Feet on the ground

Chapter three Head in the clouds

ABOUT This section features the story behind the inception of the medium. We will share our background, vision, mission, values and objectives. Moreover, the team creating the magazine will be introduced. Personal Instagram accounts will be provided to encourage people to contact us directly. ARCHIVE This is the section dedicated to the archive of our platform. Previous issues of the magazine are featured here along with its descriptions, visuals and contributors. Some sample pages of the magazine will be featured for people to browse through it; this might encourage them to buy the magazine directly online on the website. Additionally, all articles published on the website will be categorised into three chapters just like the ones of the printed magazine. To make the navigation smoother, each section will feature subcategories which will help the audience follow the newsfeed. 275

Our Purpose 6 pillars

Our Dictionary Words in context

Events Meet&Greet Workshops

Interactive Videos Podcasts

Programs 4 levels Online Course

Meet Your Coach 4 coaches private sessions

Meet Your Mentor 4 mentors private sessions

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AMBIENCE CLUB This section is all about the relationships with our audience. We will stress out here the rules and objectives of the community - our purpose. Next, our dictionary is featured encompassing a set of terms that is linked to us and our target audience. All of us are using a personal language and a set of codes which represents the Ambi community. Then, events will be featured - classified into two categories: Meet&Greet and Workshops. The photo will redirect into the upcoming event and show the highlights and key elements of the happening with the possibility to reserve the spot. Additional resources will be provided for the community to deepen the integration with our brand - in the form of videos and podcasts. In the ambience club section, the users will be encouraged to join our club by inserting their email address. In this way, they will be informed about news and upcoming events. CONSULTANCY Under the consultancy section, three possibilities will be found - a complete coaching program composed of four bespoke courses, private coaching sessions and private mentoring sessions. The coaching part is led by a professional coach aiming for people who are looking for building selfawareness and discovering all the capabilities that an individual possesses. Whereas the mentoring is a partnership between a more experienced mentor who is supporting her mentee in redirecting and adapting a new set of skills to the working field. All services are charged with extra-cost and the access is granted only after registering as a member of the Ambience Club. To start with, there are four levels of a complete coaching experience taught by four trained coaches, each one of them specialised in a different sector of coaching, with their profiles and experiences described on the website. The participant can choose between two options - following individual classes or buying a joint bundle of four. Our coaches offer as well premium services of private counselling as separate sessions and packages of four. The second layer of our consultancy service are the mentors, who are responsible for addressing the directional aspects of our life and giving practical solutions to the questions. Profiles with educational and professional background are provided on the website for each mentor. Mentors are available 277

for clients for private individual classes as well as a package of four sessions. Every registered user has her personalised homepage where her profile, subscriptions and calendar is featured. All the reservations for counselling as well as bookings for events are synchronised and presented on the dashboard. All the purchased programs and sessions are without an expiry date and the meetings can be reserved at any convenient time and rescheduled with two days of anticipation for private classes in order not to be charged for a noshow.

Profile Customised Dashboard

Option 1 What is your talent?

Option 2 Contributor/Mentor?

Art Prints A5, A4, A3

Creative Journal A5

T-Shirt

278

Agenda 13x21 cm

Travel Pouch

Option 3 Open-source

SHARE In this section we scout for new talents who will co-create the content for the medium as well as become part of our consulting services. We wish to integrate the contributors with the talents found among our network. We operate as an open-source where creatives meet therefore, we aim to convey a casual and friendly atmosphere where all of us are welcomed to participate. An online survey will be encouraging people to engage with us and activate their role in our ambience club. SHOP The products available for purchase depend on our target’s preferences and needs. The goods are created in collaboration with creative women, who form part of our activity. This section is dedicated to emphasize the talents of our artists we wish to support the emerging young creatives by presenting their work to the bigger audience. They will create for us graphic patterns that will be featured on various products and sold through our e-commerce. First year we collaborate with three artists whose work will be placed on art prints, creative journals, agendas, T-Shirts and treasure pouches. For the following years we will enlarge the amount of collaborations and propose a wider range of arts including graphics, illustrations, drawings and writings. Starting second year, we aim to feature as well limited product drops signed with more renowned names. They are considered to be the premium line of our products and therefore the price point will be slightly higher than the usual ones. During the third year a new product category will be introduced - ceramics. We will create sets that feature vases, mugs and bowls that can be used for multiple occasions. We pay a lot of attention to the display of the products 279

Choose the Pattern

Artist Info Pattern Story

Various Products One Pattern Many Applications

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280

on our e-store. They will be selected according to patterns not categories, meaning that all products made with the same graphics will be shown one next to another. In this way, customers are able to see the whole selection at once and be encouraged to buy more items if they like a certain pattern. After clicking on the product, the user will be redirected to the next page that gives information about the item. In order to provide a user-friendly and personalized experience, every product will feature setting and arrangement options as well as tell a short behind-the-scenes story on how the pattern was developed. Those who wish to have a long-term relationship with us, will be provided with the possibility to purchase an annual subscription to the magazine under the Shop section on our official website. For us, subscriptions are all about loyalty. Every subscriber is a little ambassador of our magazine, they represent our values and what we stand for. We will handle the subscription activity on our own, choosing the DIY model. We are starting small but very organised. A customer’s information software will be implemented into our organization, where processing payments and sending out copies will be managed. There is only one subscription option. We will reward our readers for choosing to pay upfront. We offer an additional gift to appreciate our loyal readers.

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INTERVIEW see more

I find life to be a journey of coincidences. I never know where it takes me, but I just follow the lead. At the beginning it seems that nothing makes sense, because the things don’t take any shapes yet. You start analyzing, thinking, giving ideas and changing your mind. The process of development start taking place. Everything needs time. And caring. A lot of caring. Easy solutions come as quickly as they vanish. And you don’t aim for this. You aim for better. Quality over quantity. Honesty over superficiality. Things will start falling into place, trust me. I have been there.

Each minutiae of how a woman’s body looks, feels, and smells, how it is clothed, coiffed, enhanced with makeup and other adornment, even how it speaks and moves or rests combines to express normative femininity successfully or not. Enormous ceaseless efforts of self-surveillance and self-discipline are required from an early age to produce the modern feminine body. PSYCHOLOGY see more

IN CONVERSATION WITH: FEDERICA GIOVANELLI

PHOTOALBUM see more

DISCUSS: HE CALLES ME BABY AND I HATE IT

GET YOUR MANUAL HERE

and write down comments. I thought I will never make it till the end. Ambi made me gain back my energy, breath a bit and oh well guess what, I enrolled into a photography club. - Maggie, 23

Often in her portfolio, Szóstak’s images depict intimate portrayals of the female form, gently highlighting the individuality of her subjects. Frequently photographing within a landscape, Szóstak’s images attain a purity akin to that of the natural world. Framed within a subtle minimalist aesthetic, the photographer’s portraits are honest and intriguing portrayals of both form and beauty. While the photographer may focus on a multitude of different subject matter, there is a recurring theme of ethereal beauty that emanates throughout the images.

CONSULTANCY

GET INSPIRED: THE JOURNEY OF SONIA SZÓSTAK

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I had this tough day when everyone was

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restructuring people’s lives.

and misconceptions, the notion of femininity and masculinity circulate in an uncontrollable manner - picking up new

In a globalized world

io sono

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CONTACT

SEMPATHETIC

VULNERABLE

INTERVIEW see more

STOCKIST

IN CONVERSATION WITH ALEX MONTGOMERY

seeing rejection as redirection

PSYCHOLOGY see more

Unfortunately, not all of us grow up in the secure and nurturing environments that are ideal for self-worth to blossom. In fact, studies show that over half of us end up with insecure attachment, the result of dismissive or indecisive parenting, or worse, neglect and trauma by the very people who we once turned to for security.

CONSULTANCY

This is probably the only photo that somebody took of me. I am too shy for the camera. But I am not too shy to interrupt other people and catch their moments of intimacy. If someone didn’t invent the camera before me, it would be me inventing it now. What I love the most about looking at an image that I just developed, is how row and unprocessed it looks like. I capture the moment of complete vulnerability. I call it her self-mirroring. She cannot speak, she cannot defend herself. She is just there, ready for what they society has to tell her.

AMBIENCE CLUB

DISCUSS: MY DAD NEVER TOLD ME I LOVE YOU

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EVERYTHING WE DO IS CONNECTED TO THE THREE INTRINSICALLY LINKED VALUES THAT FORM OUR PERSONAL PYRAMID OF PRINCIPLES.

AUTHENTIC SPOKESPERSON OF OUR GENERATION.

OUR VISION IS TO LEAD YOUNG WOMEN THROUGH THE PHASE OF

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VITTORIA LIVI I STAY UP TWO NIGHTS TO FIX EVERY SINGLE PIXEL BEFORE I PRINT A BOOK. AND I EAT MY CORNFLAKES WITH PARMIGIANO. BEST SNACK OF THE DAY. @VITTORIALIVI

ADRIANNA MAJTCZAK I CHECK ALL 100 PAGES ON BOOKING BEFORE I RESERVE SOMETHING. AND I EAT FRIES WITH ICE CREAMS. SWEET AND SOUR. THAT’S ME. @ADRIANNA_MAJ

WE ARE AMBIVALENT. WE ARE AMBITIOUS. WE ARE AMBI.

SEMPATHY DERIVES FROM SYMPATHY THAT IS SHARING AND EMPATHY THAT STANDS FOR UNDERSTANDING. THE ABILITY TO SHARE YOUR FEELINGS AND UNDERSTAND OTHERS.

DARING THE CAPABILITY OF FACING LIFE-CHANGING CIRCUMSTANCES FROM A POSITIVE AND FORWARD PERSPECTIVE.

SELF STANDS FOR REVEALING YOUR INNER AUTHENTICITY AND BUILDING YOURSELF THROUGH CONSTANT DEVELOPMENT, SELF-LOVE AND SELF-ACCEPTANCE.

SHOP

@DLAAD

I SEE THE WOLD THROUGH THE SHAPES THAT I CREATE IN MY MIND. AND I PUT JAM ON MY TOAST WITH CHEESE. IT TASTS LIKE HEAVEN.

DALILA INNOCENTI

Ambi exists to guide young women through their phase of self-definition. We are questioning the world and its standards. We are an incubator of confidence, where selfexploration and female leadership are at its heart. The creative medium is run by young women who are active, motivation-driven and ready to lead and support others. We are giving voice to female creatives by sharing with them our space that becomes a self-expression meeting club. We fight for better self-understanding, better prospects, less social pressure, less judgments. We celebrate positivity and self-love thorough human stories and bilateral conversations. All with the purpose to lead a wholehearted life.

We are all women. We are undergoing constant changes. We are not alone. We are a collective. Ambi is a creative medium, composed of a biannual collectable magazine and a multisided digital platform, that focuses on young women, their emotions, their lives and everything that surrounds them. Ambi refers to two sides of our lives that co-exist. We are both ambivalent and ambitious - two characteristics that go hand in hand. Ambi speaks to those looking for a future direction and collaborates with those who give the direction.

SHARE IT WITH OTHERS.

FACT THAT WE ARE VULNERABLE, LOST AND ASHAMED

WE ARE TWO YOUNG WOMEN ROOTED IN CREATIVITY AND EXPERIENCING A MOMENT THAT IS CHALLENGING OUR MINDS. ONE DAY WE FELT THIS POWERFUL EMOTION THAT WE ARE STRONG, INDEPENDENT AND

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EYES WIDE OPEN

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REAL EMOTIONS AND AUTHENTIC STORIES ARE DISPLAYED HERE. WE AIM TO EVOKE YOUR CURIOSITY AND GIVE YOU REASONS TO QUESTION HOW ARE YOU DOING THINGS. A BIRTHPLACE FOR OPENNESS AND TOLERANCE. HERE YOU WILL FIND IN CONVERSATION WITH, EYE TO EYE WITH, 10 STEPS TO OVERCOME AND YOU LEFT ME UNREAD.

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WE DELIVER YOU OPTIONS AND DIRECTION FOR THE FUTURE. WE DEBUNK THE CONFUSING REQUIREMENTS WHEN WORKING IN A CREATIVE FIELDS. WE LEARN FROM OTHERS’ EXPERIENCES, MISTAKES AND SUCCESSES. HERE YOU WILL FIND A DAY WITH, CASE STUDY, ON HOW TO ACHIEVE AND HOW TO BECOME A.

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WE INVITE YOU TO JOIN US IN THE WORLD OF FANTASY AND LET YOURSELF DREAM FOR A WHILE. THE CREATIVITY AND IDEAS ARE BORN WITH A HUGE DOSE OF SURRREALITY, POSITIVITY AND HUMOR. INSPIRATIONS ARE WAITING FOR YOU. HERE YOU WILL FIND EMPASIZE ON, STORIES, AND PHOTOALBUMS.

HEAD IN THE CLOUDS

ISSUE 0 read more

BEGINNINGS TEACH US TO FACE WHAT WE NEVER THOUGHT TO FACE. TO LOOK WHERE WE NEVER LOOKED BEFORE. TO RISK WHAT IS STABLE. TO CHANGE WHAT IS COMFORTABLE. TO LIVE FULLY.

CONSULTANCY

OUR DATABASE OF KNOWLEDGE IS WAITING FOR YOU TO BE EXLORED...

HEAD IN THE CLOUDS

BOTH FEET ON THE GROUND

EYES WIDE OPEN

MAGAZINE

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OUR MAGAZINE IS A PUZZLE FOR SELF-EXPLORATION. EACH ISSUE IS A SEPARATE PIECE THAT, ALONG THE RUN, REVEALS THE FULL PICTURE. MISSING ONE, IS NOT AN OPTION. CHECK OUT THE ARCHIVAL ISSUES AND LET US KNOW WHAT YOU THINK ABOUT THEM.

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WORDS: ADRIANNA MAJTCZAK PHOTO: SONIA SZÓSTAK

However, the popular belief that the measure of our personal worth is our external achievements is wrongfully depicted as a misconception of what self-esteem actually is. This is an understandable error to make but it is an error nonetheless. We admire achievements, in ourselves and in others, and it is natural and appropriate to do so. But this is not the same thing as saying that our achievements are the measure or grounds of our selfesteem. The root of our self-esteem is not our achievements per se but those internally generated practices that make it possible for us to achieve. How much we will achieve in the world is not fully in our control. An economic depression can temporarily put us out of work. A depression cannot take away the resourcefulness that will allow us sooner or later to find another or go into business for ourselves. ‘Resourcefulness’ is not an achievement in the world - it is an action in consciousness – and it is here that self-esteem is generated.

INTERVIEW, PERSONAL

IN CONVERSATION WITH

MEET: CAROLINE TANNBERG

PSYCHOLOGY, COMMUNICATION

EYE TO EYE WITH

DISCUSS: MY DAD NEVER TOLD ME I LOVE YOU

SHOP

The popular belief that the measure of our personal worth is our external achievements is wrongfully depicted as a misconception of what self-esteem actually is.

PSYCHOLOGY, COMMUNICATION

10 STEPS TO OVERCOME

PSYCHOLOGY, COMMUNICATION

CHAT: WHY DO I MISS MY OBJECTIVES?

INTERVIEW, PERSONAL

PSYCHOLOGY, COMMUNICATION

YOU LEFT ME UNREAD

IN CONVERSATION WITH

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COMMENT: HOW DO YOU LOOK AT YOURSELF IN THE MIRROR?

MEET: ALICIA BINOTTI

CONSULTANCY

YOU LEFT ME UNREAD

AMBIENCE CLUB

DISCUSS: THE JOURNEY INTO THE SELF

HEAD IN THE CLOUDS

BOTH FEET ON THE GROUND

EYES WIDE OPEN

MAGAZINE

ARCHIVE

Self-esteem is an experience. It is a particular way of experiencing the self. It is a good deal more than a mere feeling – this must be stressed. It involves emotional, evaluative, and cognitive components. It also entails certain action dispositions: to move toward life rather than away from it; to move toward consciousness rather than away from it; to treat facts with respect rather than denial; to operate self-responsibly rather than the opposite. To begin with a definition: “Self-esteem is the disposition to experience oneself as being competent to cope with the basic challenges of life and of being worthy of happiness. It is confidence in the efficacy of our mind, in our ability to think. By extension, it is confidence in our ability to learn, make appropriate choices and decisions, and respond effectively to change. It is also the experience that success, achievement, fulfillment – happiness – are right and natural for us. The survival-value of such confidence is obvious; so is the danger when it is missing.”

THE JOURNEY INTO THE SELF

YOU LEFT ME UNREAD

10 STEPS TO OVERCOME

EYE TO EYE WITH

IN CONVERSATION WITH

YOUR ARE BROWSING NOW THE SECTION EYES WIDE OPEN. WE HOPE YOU WILL LIKE THE ARTICLES WE PREPARED FOR YOU. WE ENCOURAGE YOU TO CHAT WITH US IN THE COMMENTS SECTION.

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4 ADVOCATE FOR HONESTY AND TOLERANCE Openness means acceptance. Tolerance means broad-mindedness. We were born with the necessity of pursuing a sense of belonging and approval.

6

NETWORK OF FEMALE CREATIVES We bring together coaches, mentors, entrepreneurs and all the ordinary/extraordinary women by giving them tangible resources and action plans to implement into their lives.

INDIVIDUALLY PRESENT, COLLECTIVELY SUPPORTED We feel that individuals become stronger and powerful when they are supported by a collective of like-minded people.

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3

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PRINT-DIGITAL-SOCIAL INTEGRATION These three tools are supporting and completing one another, following the omnichannel methodology and creating a multi-purpose space for exchange.

5

2 READERS-CENTRIC MINDSET We created our medium with the aim to broadcast human stories with all its failures, mistakes and successes.

CONSULTANCY

WHEN SHE WANTS TO GO OUT TO MEET FRIENDS BUT SHE JUST FILLED THE BATHTUBE WITH WATER AND BUBBLES

COOL

VULNERABLE

SEMPATHETIC

DARING

FEMININE

EMPOWERED

WORDS THAT YOU USE EVERYDAY WILL NOT SEEM THE SAME AFTER YOU GET TO KNOW THE REALITIES IN WHICH THEY EXIST

AMBIVALENT

SELF

VIDEOS/PODCASTS

MEET&GREET/WORKSHOPS

DICTIONARY

OUR PURPOSE

AMBIENCE CLUB

HUMANITY FIRST, SOCIETY SECOND We are promoting empathy and sympathy in all forms to teach people how to show compassion and understanding.

1

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WELCOME TO THE AMBI DICTIONARY

AMBI EXISTS TO GUIDE YOUNG WOMEN THROUGH THEIR PHASE OF SELF-DEFINITION. WE ARE QUESTIONING THE WORLD AND ITS STANDARDS. WE FIGHT FOR BETTER MOOD, BETTER LIVING, LESS SOCIAL PRESSURE, LESS JUDGMENTS. WE CELEBRATE POSITIVITY AND SELF-LOVE THOROUGH HUMAN STORIES AND BILATERAL CONVERSATIONS. OUR CREATIVE MEDIUM IS AN INCUBATOR OF CONFIDENCE BASED ON SUPPORTIVE, COLLECTIVE, HONEST AND OUTSPOKEN PRINCIPLES.

OUR PURPOSE

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Workshops

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PODCASTS

PODCASTS

AMBI PODCASTS SERIES 1

0:00

Q&A WITH THE LIFE COACH - ANITA BERGER

AMBI PODCASTS SERIES 1

0:00

WHY DO I MISS MY OBJECTIVES?

WATCH: THE JOURNEY INTO THE SELF

PODCASTS

PODCASTS

AMBI PODCASTS SERIES 2

0:00

Q&A WITH THE PSYCHOLOGIST - ALINA SERMINO

AMBI PODCASTS SERIES 2

0:00

HOW DO YOU LOOK AT YOURSELF IN THE MIRROR?

WATCH: IN CONVERSATION WITH CAROLINE TANNBERG

CONTINUE EXPLORING EVERYTHING THAT WE HAVE PREPARED FOR YOU.

5th JULY

Upcoming Event

Meet&Greet

JOIN THE AMBIENCE CLUB

WE ARE CONVINCED THAT BY COMING TOGETHER WE CAN BECOME INDIVIDUALLY AND COLLECTIVELY STRONGER, INSPIRE EACH OTHER AND INFLUENCE A POSITIVE IMPACT ON THE WORLD. BY SHARING, WE CREATE SAFE SPACES WHERE OUR COMMUNITY BREAKS DOWN TABOOS AND LIFTS EACH OTHER UP.

HI THERE, YOU ARE UNDER THE RIGHT ADDRESS

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AMBIENCE CLUB MEET THE MENTORS

MEET THE COACHES

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MEET YOUR MENTOR

MEET YOUR COACH

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I AM TRYING TO UNDERSTAND WHAT DIRECTION IN LIFE I SHOULD TAKE. I AM STILL QUITE LOST AMONG THE AVAILABLE OPTIONS AND I FEEL CONFUSED ON JOB REQUIREMENTS. I WANT TO DISCUSS MY OPPORTUNITIES, CLEAR MY MIND AND SET CONCRETE OBJECTIVES.

I AM TRYING TO FIGURE OUT WHO I AM AND WHAT I NEED IN ORDER TO FEEL THE MOST CONFIDENT WITH MYSELF. I WANT TO WORK ON MY MIND AND ATTITUDE TO BECOME AWARE OF MY EMOTIONS, CONTROL MY THOUGHTS AND CREATE A PATHWAY TO HAPPINESS.

I AM TRYING TO IMMERSE INTO THE JOURNEY OF KNOWING MYSELF. I WANT TO FOLLOW A STEP BY STEP GUIDING PROGRAM THAT LEADS ME THROUGH THE COMPLETE PROCESS AND PROVIDES ME WITH THE ESSENTIAL TOOLS TO SELFDEVELOPMENT.

I AM LOOKING FOR MENTORING

I AM LOOKING FOR COACHING

I AM LOOKING FOR EXPERIENCE

WE ARE ALL AMBI WOMEN. A NETWORK OF TRUE PASSIONATES. READY TO SUPPORT AND FIGHT FOR EACH OTHER BY THE MEANS OF THREE UNIQUE SERVICES.

AT AMBI WE TAKE YOUR UNCERTAINTIES AND DOUBTS UNDER OUR CONTROL. WE DELIVER THE SPACE TO QUESTION, INVESTIGATE AND SHARE EXPERIENCES. BE VULNERABLE TO BE DARING. TAKE REAL ACTIONS AND SEE POWERFUL RESULTS.

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AMBIENCE CLUB MEET THE MENTORS

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SUGGESTED PLAYLIST

COMPLETE LEARNING PROGRAM.

I AM MARTA REBOLI AND I AM YOUR COACH FOR THE LEVEL 1 OF THE

HI THERE! NICE TO MEE YOU!

MARTA REBOLI

TO BEGIN

CHECK THE PROGRAM WE ARE ON THE RIGHT TRACK TO BE ADVANCED

CHECK THE PROGRAM WE ARE THE CHAMPIONS, MY FRIEND

EXPRESS YOUR UNIQUENESS - BE PART OF COMMUNITY -

LEVEL

4

3

2

1

6

UNLIMITED ACCESS

5

4

SUBTITLES: ENGLISH, ITALIAN, SPANISH, GERMAN, FRENCH

AUDIO: ENGLISH, ITALIAN

6 CLASSES EACH 45 MIN = TOTAL OF 4,5 HOURS

WHAT COMES FROM OUTSIDE

INFLUENCES

YOUR BEAUTIFUL SHADOWS

PRIMARY STAGES

YOUR DEEP ROOTS

INTRODUCTION

START THE LEVEL 1

START TO BLOOM

CONCLUSION

WHAT IS YOUR MISSION?

WORK CONTEXT

IN FRONT OF THE MIRROR

SELF-PERCEPTION

4,5 HOURS OF CLASSES DIVIDED INTO 6 CHAPTERS

Throughout this course you will be able to understand your own character, your feelings, what motivates you and what are your desires. We are focusing on creating self-awareness, which comes from inside of us and influences everything outside. The level 1 of the program is an experience. It is a particular way of experiencing the self. It is a good deal more than a mere feeling. It involves emotional, evaluative, and cognitive components and it affects all aspects of our lives.

WHAT IS THIS COURSE ABOUT?

LEVEL 1

CHECK THE PROGRAM WE MADE IT INTO THE INTERMEDIATES

CHECK THE PROGRAM WHERE EVERYTHING BEGINS

EMPOWER YOURSELF - REALIZE YOUR MISSION-

LEVEL

3 I AM READY

THE HERO’S JOURNEY - YOUR MISSION AWAITS FOR YOU –

MEET AND RECOGNIZE YOURSELF - ROOTS & SHADOWS –

LEVEL

2

OF A COMPLETE LEARNING PROGRAM CREATED IN COLLABORATION WITH RENOWNED LIFE COACHES. DELIVERED IN A DYNAMIC, EDUCATIONAL AND HONEST WAY. LET US GUIDE YOU IN MAKING THIS IMPORTANT FIRST STEP ON YOUR WAY TO SELF-DEFINITION.

DEVELOPMENT NEEDS TIME, STRONG WILL, DETERMINATION AND THE 4 STEPS...

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WE PREPARED FOR YOU A REAL COACHING EXPERIENCE

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ALL SERVICES AVAILABLE IN ONE PLACE

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4 COURSE - 320 €

1 COURSE - 90 €

CONTINUE

I CHOOSE A PACKAGE OF 4 COURSES

I GO FOR THE WHOLE EXPERIENCE

I CHOOSE ONLY ONE COURSE

I WANT TO TEST THE PROGRAM

1OPTION 2OPTION

GO FOR ONE COURSE OR CHOOSE THE PACKAGE

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LET’S START!

RESERVE. DISCUSS. CHANGE

NO COMMITMENTS, CANCEL ANYTIME

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OUT OF 4

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OUT OF 4

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MARTA REBOLI

TEACHING LEVEL 2

TEACHING LEVEL 1

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TEACHING LEVEL 3

ENRICA COSTA

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TEACHING LEVEL 4

ALESSIA LEONE

300 MIN - 320 €

60 MIN - 70 €

RESERVATION

PLEASE LOG INTO YOUR ACCOUNT TO BE ABLE TO PROCEED WITH YOUR

+ FREE OF CHARGE FIRST SESSION OF 60 MIN GET-TO-KNOW

FIVE PRIVATE SESSIONS

ONE PRIVATE SESSION

ONE-TO-ONE ONLINE SESSION OF 60 MIN

I would love to get to know what is on your mind and discuss all the thoughts, doubts and ideas that run through your head. I am very happy to share with you all of my professional experience, my personal knowledge and provide you with practical, honest advice.

I love scuba diving and strawberries. But my true passion is my job. I have 7+ years of experience in HR processes covering different roles such as HR Business Partner & HR Coordinator for the EMEAIR Region and Global Talent Management & Acquisition at WW level. I am passionate about getting to know different cultures, learning and growing with new challenges.

AND THIS IS MY PLACE DEDICATED TO YOU.

HI THERE! NICE TO MEE YOU! I AM MARTA REBOLI

SILVIA TOFFOLUTTI

MARTA REBOLI

Enhance my experience with a new, refreshed skill Meet my expectations and goals

Improve my behavior in a short period of time

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Immersing into a thoughtprovoking and creative process that inspires to maximize the personal and professional potential

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2020

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24

17

10

3

WED

2

FAQ

3

26

19

18 25

12

5

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11

4

THU

4

27

20

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6

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5

28

21

14

7

JUNE

RESERVE ANOTHER CONSULTANCY

YOU HAVE AN UPCOMING CONSULTANCY WITH CLAIRE OSETTI ON JUNE 18 - 18:00

HOW ARE YOU TODAY? NEED ANY HELP?

WE ARE HAPPY YOU ARE HERE WITH US

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FEDERICA ROMAGNOLI

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FEDERICA ROMAGNOLI

knowledge, work and thinking

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MARIA JIMENEZ

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JOANNA MARK

FOUR PRIVATE SESSIONS

240 MIN - 100 €

ONE PRIVATE SESSION

60 MIN - 30 €

ONE-TO-ONE ONLINE SESSION OF 60 MIN

My areas of specialization are strategic branding, self-image and content creation, photoshootings and digital media strategy.

I am an Italian born in South Carolina. I chose to study abroad because I wanted to leave the university experience fully - with all its challenges and freedoms. I graduated from Business of Fashion at Polimoda in Florence. I landed my first job at Max Mara Group where I worked for 1,5 years. I have a passion for visuals and content creation. Additionally, I spend my free time taking analog photos and teaching children English.

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BEGINNINGS TEACH US TO FACE WHAT WE NEVER THOUGHT TO FACE. TO LOOK WHERE WE NEVER LOOKED BEFORE. TO RISK WHAT IS STABLE. TO CHANGE WHAT IS COMFORTABLE. TO LIVE FULLY.

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Dalila recently graduated from Graphics Design Faculty in Florence. She is freelancing and advising brands on their visual identity.

I was hoping to show that the female body is beautiful because each one of us is different. Imperfections make us interesting and embracing them should become part of our everyday.

CREATED BY DALILA INNOCENTI

15x21 cm

CHOOSE THE SIZE

9€

FEMALE SHAPE ART PRINT

CONSULTANCY

STRATEGIC FRAMEWORK

Lack of understanding and need for empathy

SOCIETY

Change

Nowadays people are exposed to all aspects of their lives. Their personal and work balance is not stable and they perform under pressure. We live in an over-saturated fast-paced world - surrounded by constant news, perfect beauty images and social exposure.  People feel overwhelmed with the stimuli. They are looking for alternative ways of thinking and living.

Vision: To lead young women through their phase of self-definition.

Mission: By being the authentic spokesperson of our generation.

GAP

coming from various directions. OPPORTUNITY

FOCUS

Values: Self - Daring - Sempathy (sympathy, empathy)

This social matter concerns young women - students, recent graduates and career entrants - aged between 20 and 35 years old. Creatives and ambitious people are those who are mostly affected. They are in the phase of self-definition, looking for a direction and support in life. Becoming a guide for our generation

HOW Creation of a community through a new language and mindset for the neglected target

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WHAT Creative medium, composed of a biannual collectable magazine and a multi-sided digital platform that serves as a personal and directional manual to guide young women 319

To lead young women through their phase of self-definition.

VISION MISSION

‘Self-definition’ stands for the process of defining yourself. A moment when all of the elements fall into place. Things start making sense, events happen and right people come. In order to produce a desired outcome.

By being the authentic spokesperson of our generation.

Self Sempathy Daring

VALUES

Self: The subject of the process in which you reveal your authentic self. You start to love and accept yourself through continuous development to feel self-empowered.

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Sempathy: The word derives from sympathy that is sharing and empathy that stands for understanding. The ability to share your feelings and understand others.

Daring: The capability of facing life-changing circumstances from a positive and forward perspective.

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THE AMBIVALENT The Ambivalent is a young woman who has a complex personality. On one side, she is strong, committed and open-minded. On the other one, she feels powerless and lost. She is coping with this more vulnerable aspect of herself because she is not afraid to risk. BILATERAL-SHARING Bilateral-sharing is what is given and received at the moment of talking. This is a win-win situation, where both of the parties learn from each other and they transform it into a tangible action. A mutual exchange of energy. MUTUAL INTROSPECTION Mutual Introspection is the moment when the stronger meets the weaker in terms of feelings not hierarchy. Throughout the conversation, the energy of the stronger is transmitted to the weaker one. Both of them end up coming out as strong individual personas.

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o r t n lI a tu

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BUSINESS

MARKET ANALYSIS

Millennials are today’s largest generation with a population totalling 92 million, which accounts for about a quarter of the world’s population. In comparison to previous generations, this early to mid-adult group is notorious for its adoption of new technology and rejection of traditional advertising. Unlike native internet users (Gen Z) or those of the millennials generation who grew up with television and print advertising, millennials have a leg in both worlds.

Millennials are: Single - 57% have never been married. City dwellers - 88% of millennials live in metro areas. Well educated - 36% of millennial females and 26% of millennial males have a bachelor degree.

Compared to previous generations, millennials are especially collaborative and heavily influenced by peers, frequently turning to online networks for advice or guidance on purchases/decisions. This is reflected both in the rise of open and collaborative office environments and millennials’ comfortability with mobile technology. Moreover, millennials are distinguishable from other generations based on their interest in travel. According to Nielsen, millennials travel more than any other generation.

MILLENIALS AND GEN Z

Compared to older and younger generations, millennials are unique in that they grew up during the explosion of the internet. Before the birth of millennials, Gen X was present for the computer revolution. When Gen Z arrived, the internet had already become a staple of modern life. As they’ve come of age, millennials have adapted to mobile devices, WiFi, cellular data, and on-demand media. Millennials are enthusiastic tech adopters and heavy social media users. Millennials prefer YouTube nearly 2x as much as traditional TV.

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Millennials use social platforms for more than catching up with loved ones and friends. Overwhelmingly, this group takes to social to learn, create content, and interact with brands. For millennials, YouTube in particular is utilised as a learning tool. 70% of millennial YouTube users have used YouTube to learn something new in the past year. Millennials aren’t merely consumers of social media content. 60% produce and upload online content, whether photos, videos, blog posts, or more. Nearly a third have their own website. Generation Y also uses social media as a place to connect with brands. 50% agree with the statement “I like checking out brands on social media sites like Facebook and Twitter.” Perhaps more importantly, millennials respond positively to brand participation via social media. A third of millennials also report that they like a brand more when it uses social media.

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A brand’s affiliation with a cause is more important to millennials than older generations. To win and retain millennial customers, brands should clearly align themselves with a cause, whether social or environmental and employ cause marketing. This generation may hate traditional advertising but they’re extremely receptive to social media influencers. Millennials have also demonstrated a preference for social media influencers over celebrities. In a recent study, 78% of millennials either reported a negative or indifferent view towards celebrity endorsements. Millennials preference for collaboration applies not only to their work but to their shopping habits. Those born between 1981-1996 are more likely to purchase from a brand if they can refer to customer reviews before making a purchase. In fact, nearly 40% refer to consumer online reviews and blogs when making a purchasing decision.

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Female millennials matter because they are highly educated and so they represent a significant proportion of the current and future talent pool. Globally, women now account for a majority of students in 93 countries while men are favoured in only 46, earn more bachelors’ degrees than their male counterparts and have an edge over men of 56 to 44% in masters’ degrees. Female millennials enter the workforce in more significant proportions than any previous generation. Despite all this, it would be a mistake to assume this generation considers gender diversity as passé. The female millennial is well too aware that despite the fact she has likely outperformed her male counterparts at school and at university, and enters the workforce highly confident and career ambitious, women remain very scarce at the top.

FEMALE MILLENIALS 328

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A GENERATION DISRUPTED Despite current global economic growth, expansion and opportunity, millennials and generation Z are expressing uneasiness and pessimism—about their careers, their lives and the world around them, according to Deloitte’s Millennial Survey. They appear to be struggling to find their safe havens, their beacons of trust. As a result, these younger generations are instigating their own brand of disruption, both inadvertently and intentionally. Respondents express a strong lack of faith in traditional societal institutions, including mass media, and are pessimistic about social progress. Millennials and gen Z are disillusioned. They’re not particularly satisfied with their lives, their financial situations, their jobs, government and business leaders, social media, or the way their data is used. Millennials value experiences. They aspire to travel and help their communities more than starting families or their own businesses. Each year, millennials are asked about global societal challenges and their personal concerns to see how they’re trending. This year, we’re seeing a palpable deterioration of optimism and a wide variety of both macroeconomic and day-to-day anxieties weighing on their minds. 330

Many businesses are strongly investing in millennials, and generation Z is also emerging as a significant target. Both millennials and generation Z, generally exhibit attitudes that are considered balanced and responsible, be it general enthusiasm, purchasing behaviour, or awareness and usage of technology. They are an appealing target for marketing organisations, given their above-average buying power and interest in seeking value. They are more likely to be brand loyal if they see value. In addition, millennials and gen Z, in general, will patronise and support companies that align with their values. Younger generations are putting their money where their mouths are when it comes to supporting businesses that make a positive impact on society. In addition, younger generations embrace technology and understand its benefits; 71 percent of millennials feel positive about their personal use of digital devices and social media. The youngest generations are no less ambitious than their predecessors; more than half want to earn high salaries and be wealthy. But their priorities have shifted. Travel and seeing the world was at the top of millennials’ list of aspirations (57 percent), while slightly fewer than half said they wanted to own a home (49 percent). They also were more attracted to making a positive impact in their communities or society at large (46 percent) than in having children and starting families (39 percent). Generally, millennials think their ambitions are achievable. But for many, their dreams have been delayed by financial or other constraints.

YOUNGER GENERATIONS ARE THE FUEL FOR BRANDS

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TARGET MARKET GEOGRAPHIC World, region or country: Europe City or metro size: Over 150.000 inhabitants Density: Urban DEMOGRAPHIC Age group: 20-30 Gender: Female Family life cycle: Young, single or in a relationship Income: Not-self-dependant, under € 10.000, € 10.000-20.000, € 20.000-30.000 Occupation: Student or graduate Education: High-school graduate, University graduate Religion: Any Race: Any Generation: Millennial, Generation Z Nationality: Any PSYCHOGRAPHIC Social class: Middle class and Upper class Lifestyle: Achievers Personality: Ambitious (+), Doubtful (-) BEHAVIORAL Occasions: Regular occasion Benefits: Quality, community, therapy User status: Potential user, first-time user, regular user Loyal status: Strong Readiness stage: Informed, interested Attitude towards product: Enthusiastic, positive

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FOCUS GROUP TOPICS: SELF-ACCEPTANCE (INSECURE), AMBITION (DOUBTFUL), COMFORT ZONE

Santa Rosa Bistrot Anna, 25, Moscow - student at Marangoni Florence Mariana, 26, Brasil - intern at Emilio Pucci Kridipat, 25, Bangkok - employee in a fashion brand in Copenhagen

Feeling comfortable, being ambitious and challenging yourself. They discovered Santa Rosa Bistrot a long time ago and they have been coming here since then.

Do you like coming to Santa Rosa? Why? A: I like the atmosphere here, design-wise it feels a little bit artistic and so inspirational. M: I like it because you have the opportunity to be outdoors and on a sunny day it is great as not so many places have the space outside in Florence. K: I used to live close by and I love this place because it is so relaxing.

Do you consider yourself an ambitious person? Why? M: I am super ambitious and competitive, even with myself. Usually international people living abroad tend to be ambitious in some way as they are going out their comfort zone and this is not an easy thing. A: I think I am an ambitious person as I came here to pursue and achieve something. K: I am quite an ambitious person, especially for my career - I am very determined to achieve my goal.

Do you think ambition can lead you to achieve better things or it can confuse you because of too many options in life? A: Of course. Being ambitious to me is very similar to desire and obtain something. Without ambition it means that you don’t even have this desire to achieve something. Nowadays we have so many opportunities to attend and so it is necessary to understand what you really want to do and as soon as you find this path it becomes much easier. But me for example I am still in the process of figuring out what I want to focus on so it is frustrating and this confusion might derive from my ambition. M: I agree but sometimes, being too ambitious leads you to miss other aspects of life, it creates an unbalance situation. Usually what I struggle with is knowing that I could do many things by first of all knowing of having the opportunity and then that I could succeed in them. My ambition does not create confusion in me but it gives me unnecessary pressure. K: It confuses me when I don’t know what I can do the best. I’m still in the process of figuring out and I like to try different things in order to get there. 337

We are all at the same age at the moment of defining our future. Do you sometimes feel lost? M: I feel more scared and pressured rather than lost. Now, I kind of figured out what I want to do so I am lost anymore, but for sure I felt and maybe it is part of everyone’s life. You need just to sort it out how to cope with it. A: I wouldn’t say that I am lost but sometimes I feel frustrated. Having so many opportunities you don’t know where you will excel better and what will generate the bigger and more profitable result in future. It is a little bit too much pressure nowadays. K: you can feel lost in life when you still have to find your direction, and this is not easy at all.

What helps you to organise your thoughts to have a clear view for the future? A: Ideally I love to have everything organised but it doesn’t happen in real life. Sometimes events just occur and you have to be able to re-organise your life based on the circumstance. Sometimes spontaneity brings you to better things, which you wouldn’t predict otherwise. Sometimes I like to talk to other people. It helps me to understand the situation, structuring my thoughts and analysing the problem from the other prospective, but then at the end the decision you make is yours. On the other side, sometimes I just need time to figure it out with myself. M: I think I am very intuitive. My decisions are made pretty quickly and very much on a feeling and on an intuition basis. But then on the other side behind this decision there is a lot of hard work. For sure what it helps me to better understand in terms of work’s direction is to have advice from people from the industry but most of the time the decision is very internal, it belongs to you. It is important to keep a clear mind because the moment that frustration gets to your head, you are not able to see a clear sky. However, research is important so you know what you go into.

Do you like challenging yourself? M: Definitely. I get bored easily. A: Yes, it is a constant evolution.

What does fashion mean to you? M: I love fashion because it is where art meets commits. Very particular as an industry, and only few can be compared - cinema, arts, music - where the health of the activity is based on the subjectivity of one person or few people’s taste or opinion within this company. It is very interesting because at the top of the pyramid it is an artistic vision that then you have to sell. It could seem superficial and as it translates into a way that can be digested by everyone. A: For me it is the deepest reflection of society because it is something that surrounds us everyday. It is very interconnected with the society. K: For me fashion is my passion. I have a super clear view of what I like in fashion, It is part of my daily life.

Is fashion something that can make you feel more confident? How? M: Yes, if I want to achieve what I want. But in general the power of making yourself feel great is positive. A: Yes, it depends on my moods.

Is there something positive that the fashion industry could give you? M: I benefit a lot from fashion. It is very inspiring looking at very beautiful visuals. A: It is a source of inspiration. Fashion is super various and offers several aesthetics, it also helps you to define your style. 339

We are women, we have our moods, do you always feel happy with yourself? M: We can complain about many things but we have to realise that we are privileged. A: Loving yourself is the first step to appreciate and love other things. Kridipat: Yes, of course life is made of downs too - but this is part of it.

Do you consider yourself a sympathetic person meaning you listen to others and as a consequence you share your thoughts? M: I am Brazilian and I talk a lot!!! Talking and sharing help me a lot as well as sports with friends. I think that sharing it is very relevant in order to understand a situation better because if you keep something stuck in your mind it seems that it is just you going through it alone but when you talk you realise that many other people are in the same situation and it is not that bad as before. A: I am Russian and I also like to talk a lot about problems especially! Sharing experience, mistakes and stories, it helps for sure. Sometimes it helps me to take a break and think about a situation or an issue with a clear mind

Do you think that a community of young like-minded girls could benefit you? M: Yes yes, it gives you support and makes you feel surrounded by people that are in your situation. Self-sharing and opening up is important. I realised that those who are not keen to share their thoughts suffer from social anxiety is much higher. When you are not discussing things you don’t realise that they are normal. Swallowing, swallowing and swallowing doesn’t help you, you are constantly paranoid that people could know or do better than you. A: I don’t like an online community, I prefer to share and talk about my stuff face-to-face. It is a great idea and it helps a lot. Knowing that someone has been through something that you are facing now could give you advice and help you to cope with your struggle. It is very beneficial. K: It helps a lot. I love being with people, and mutual support is very beneficial.

Taking part in workshops, events, trips organised by the community is something nice and helpful for you? M: Definitely, of course. A: Yes 100%. For sure it depends on the organisation, if it is very well organised it makes sense and it is a nice break for your life. K: Absolutely. I would love to.

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PERSONAL INTERVIEWS

DALILA INNOCENTI GRAPHIC DESIGNER ITALIAN 26

A Do you like yourself? Not always, sometimes I am not happy with my body. Do you always feel happy with yourself? It depends on my mood. In general I tend to avoid appreciations from other people. I often put myself on a plane of uncertainty. Do you spend a lot of time with yourself? Do you need your “self-time”? No, but I feel that I need it. I often leave myself out for others. What do you need to feel fulfilled? In this moment of my life a job position. What makes you the most confident? A situation, a person, a feeling... Being positive about what I set as an obstacle for myself, but in my opinion it is good not to feel too confident, just the necessary to face obstacles and challenges. Often self-confident people are only masks with which it is difficult to get in deep contact with. In fact, I can use security as a defence weapon from those who I do not want to enter my private life but my security does not depend on other people, it depends on situations. Do you feel judged by others? Yes, often, especially by those close to me. How do you deal with opinions of others? Do you take it personally? Above all, the opinions of people close to me are the most important to me, but if used to take them

personally, now I can make a reason for it, in the sense that everyone has opinions, but only ourselves know the truth and reality of things. What is your “escape” from feeling down? Being with the people I love, doing stupid and cheerful things like singing, dancing. As well as remembering past moments, in order not to feel lonely. Do you reveal your emotions easily? Yes, unfortunately my face speaks for myself: very often I let out any emotion. What makes you feel weak? The pain, both physical and mental. What makes you feel strong? Discovering myself strong in any complicated situation.

I would like to be less paranoid since all the thoughts happen only in my mind. Do you accept your weaknesses? Yes, today I am able to accept all the nuances of my character, unlike when I was younger, especially in adolescence. Are you working on yourself from an emotional/ mental point of view? Yes, I talk a lot with myself, I am a very thoughtful and patient person, plus I am also followed by one psychologist, to restore

my balance. What would you change to fully accept yourself? Speaking from a phisical point I would like to lose a few kilos, mentally I would prefer to be less dedicated to others and more to myself - I often tend to overshadow myself; and I would like to be less paranoid as all the thoughts happen only in my mind.

B Do you consider yourself an ambitious person? Why? Yes, because I have always been trying to make my dreams come true. Is your ambition something that makes you feel strong or weak? Most of the time it makes me feel strong because I usually manage to successfully overcome the goals I set myself. Do you feel that your skills and abilities are not enough? Continuously. I always question my skills to improve them and myself. I always raise the bar and tell myself that I can do more never feel like you arrived. Do you believe in yourself? What is the character feature that makes you strong/weak? I strongly believe in myself and in my abilities. The feature that makes me strong is knowing how to work in a group as well as on my own because I am an empathetic and organised person. I love deadlines and learning from others. Being independent is one of your objectives in life? Why? Right now it is my primary goal, because it would make me fulfilled and free to manage my life. What are the main values that are on top of your personal self-fulfillment pyramid? Work, family, social life. Do you feel lost or frustrated in life sometimes? Yes, I think that feeling lost is the basis for never feeling arrived. Do you feel overwhelmed with options at times? YES. YES. YES. And YES again.

C Do you struggle to make choices? No, I’m pretty sure of what I want, starting with a pair of shoes or a shirt. Are you often leaving your comfort zone? No, I should do it more often in order to get to know myself better and as they says, greater things happen out of the comfort zone. Do you like to challenge yourself? Yes, overcoming challenges makes me feel good. What is your most difficult challenge to face? Making an experience abroad and so leaving my family and love, or starting my own business - one is related to the emotional side, the other to the economic aspect but both very challenging for me. Do you regret some of the decisions you made? What would you change? The only decision I regret is that I have never done an experience abroad, but never say never. Are you an empathic person? Yes a lot. I always try to place myself in another’s position. Do you prefer to listen or talk to others when discussing problems? Both, even if my attitude is to listen before talking about problems. Are you willing to share your thoughts with others? Yes, but only if they are trusted people, and for me these are very few. Do you feel encouraged to open up after listening

to someone sharing their personal stories? Yes, of course, talking about your own problems is like undressing in front of a person, and in order to make the one that shares with you her toughts feel less alone, it is spontaneous to open up as well. What does community mean to you? Living together. Sharing. Openess. Supporting. Being part of a community of young like-minded women would make you feel better? Surely, especially if it is a space where you can share stories or simply observe, browse, take inspiration. From your point of view what are the elements that build a strong community? Strong ideals of belonging, common goals, as happened in the Greek polis, where everyone pursued an ideal and could express their opinions. How will a community of young like-minded women benefit you? It would serve to draw inspiration from it, on how to face life or solve problems and perhaps expose yourself more erasing taboos.

I have always been trying to make my dreams come true.

Do you care about your image? Not so much, I could do better, much better. What are you doing to take care of yourself? (Both physically and mentally) Mentally I try to listen to myself. I go to therapeutic sections and I take care of others (this makes me feel good too). Is aesthetic important to you? Of course, aesthetics is important, beautiful things are the ones that attract our attention the most, but we live in an era where we go even beyond the classic ideals of beauty, fortunately! Are you a creative mind? Yes, I consider myself a creative person. What creativity means to you? Expressing your thoughts and ideals through your subjectivity, in an unconventional way. How do you express your creativity? Through design, art, colours, the blank pages filled with ideas. What do you do when you feel bored? I start watching some series on Netflix or I use social media. Usually I try to keep myself busy in a different way, meeting friends, reading articles, working on the laptop. Do you think that being bored brings ideas? Not at all, it is when I’m focus on the world and in contact with nature that I can inspire myself. When and where do you get your best ideas? Always when I am outdoors and surrounded by nature, my

mind is free and I restore the awareness of myself. Do you like being surrounded by people? Yes, but only if they are real people who manage to give me emotions, no superficial people. What is your favourite place to hang out? The centre of my city, Prato, or the centre of Florence, I like urban agglomerations. Do you prefer to go out with just a few people or in a big group? It depends, usually I prefer staying only with few people because when you are in groups people tend to make smaller groups. Do you like to challenge yourself? Yes, always...Overcoming challenges makes me feel good. When meeting your friends, what are the topics you gossip about? Current events, work and life experiences. Do you like being up-to-date? It is mandatory in a society like ours to be updated on what is happening, and above all to have reliable sources. Ignorance is a lethal weapon that harms our freedom of thought. What kind of news are you interested in? Design research, innovations, young talents, news from my country. Where do you search for information? Online or offline? Both, online and offline. What does fashion mean to you?

Fashion is a freedom of language. It communicates a certain message thanks to colours, shapes, brands, etc. I like fashion that is able to communicate stories. If you have to search for fashion news, where do you go? What media do you use? Maybe Instagram. Do you read magazines? Yes, I like magazines. I used to have an annual subscription to Icon Design. When and where do you read magazines? When I have free time, especially if I have to find inspiration. Would you rather buy a commercial or niche magazine? In fashion, I am a little unaware of the most sought-after magazines, but I think better research is done in the more particular and niche magazines. In your opinion, is the printed media still relevant? Yes, even thought the internet is much more accessible than a magazine. On the other hand, making this art die is definitively wrong, also because in magazines there is the scent of time printed on paper, there is something that lasts over time and that doesn’t fade in seconds like a chronology on the Internet. What do you expect from a printed magazine? A printed magazine needs to offer an experience that goes beyond the digital one. A research magazine that is in continuous evolution, which does not repeat itself in each issue.

VINA LILIANI FASHION DESIGNER INDONESIAN 23

A Do you like yourself? Yes and no, it’s a love and hate relationship with my own self. Do you always feel happy with yourself? Not always, most of the time I feel like I could do things better and be a better person but what’s done is done, so I just roll with it and take the positive lesson out of it. Do you spend a lot of time with yourself? Do you need your “self-time”? Yes, I consider myself as an introvert so I spend a lot of time alone, taking care of myself especially after a long day of socialising. Do you feel confident with the woman you are? I do, I used to not be, but once someone learn to love themselves, confidence is gained and life is so much better.

It is a love-hate relationship with my own self. What do you need to feel fulfilled? Freedom, money, success and not losing myself. What makes you the most confident? A situation, a person, a feeling... When I look my best, knowing that I have accomplished things that I could be proud of and waking up everyday knowing the fact that I’m definitely not a basic bitch. (LOL)

Do you feel judged by others? Yes, definitely. We’re constantly judged and judging in our lives, whether it’s intentional or not, bad or good; it’s just how the society works. How do you deal with opinions of others? Do you take it personally? I listen to others’ opinions, I’ll take it as an input if it makes sense to me, and I’ll just brush off opinions that is not aligned with my way of living. What is your “escape” from feeling down? Journaling, and talking to trusted people about my problem. Do you reveal your emotions easily? Yes and no, growing up I was taught not to show my emotions because it’s „improper”. What makes you feel weak? I feel weak when I have ideas to create or change something but not having a voice, platform, resources or chance to realise those ideas. The worse situation is when I have all the above but I don’t have the ability or skill to do it, that is when I feel the weakest. What makes you feel strong? I feel strong when I believe and feel proud of myself. Do you accept your weaknesses? No, never. Weakness is not to be tolerated or accepted. But I try to work with it by looking at other ways I could achieve the same results. Weakness shouldn’t be one’s excuse to not be able to do stuff, it should be a way for one to be resourceful and creative by thinking of more

ways to get things done. Are you working on yourself from an emotional/ mental point of view? Both, good emotions is equal to great mental health. What would you change to fully accept yourself? I would change my habit of procrastination.

B Do you consider yourself an ambitious person? Why? Yes, I believe ambitions is what drives people. Without ambition, there’s no way one can achieve success ever. Is your ambition something that makes you feel strong or weak? It makes me stronger, it reminds me of what I want in life and that makes me want to work harder to get it. Do you feel that your skills and abilities are not enough? It’s never enough, there are always rooms to learn new things. Do you believe in yourself? What is the character feature that makes you strong/weak? I do believe in myself most of the time; but there are times where I doubt myself. In these times, I jump to action to prove the doubts I have. I feel like the character feature that makes me strong is that I can see things in many perspectives and gain logical and more objective conclusion or solution to problems. Character feature that makes me weak is, I’m a petty person, it’s hard to push that down and not let my pettiness be the base of my actions. Being independent is one of your objectives in life? Why? Being independent means freedom, that is the one thing I need and want most in my life.

To be cool is to be your own self.

C What are the main values that are on top of your personal self-fulfillment pyramid? Main value is definitely to keep being myself and not fit into the the “mould” that society wants me to be. Do you feel lost or frustrated in life sometimes? Yes, but being lost and frustrated makes me think deep. I take this as a process to learn and gain new knowledge. Do you feel overwhelmed with options at times? Only when I don’t know what I want. Do you struggle to make choices? Sometimes, when the choices I’m presented with have closely similar outcome. Are you often leaving your comfort zone? Yes, I love to do that to challenge myself. Even if I did not succeed, at least I have the courage to do it and I always learn new things out of it. Do you like to challenge yourself? Yes, that keeps my brain and skills away from getting rusty. What is your most difficult challenge to face? In fashion and in life, having patience and people who always say “yes” without ever asking “why?”. Do you regret some of the decisions you made? What would you change? No, good or bad decision either way I always learn new things. Are you an empathic person? I don’t think so, I don’t even know what to do when my best

friend came to me crying. Do you prefer to listen or talk to others when discussing problems? Both, because by talking and listening is how we settle problems fairly. Are you willing to share your thoughts with others? Depends on the topic and people. Do you feel encouraged to open up after listening to someone sharing their personal stories? Yes, when someone tells empowering stories or stories that are considered taboo by society, it somehow creates this safe space that encourage me to share. What does community mean to you? Community for me is a group of like minded people that support each other. Being part of a community of young like-minded women would make you feel better? Yes, because it creates a safe space for me and it’s good to know people who I can relate to. From your point of view what are the elements that build a strong community? Being open-minded, creating safe space and great support. How will a community of young like-minded women benefit you? I can learn from others’ experiences and stories, and we can all learn together, if someone has a problem, we can all share and talk about it and help in that way.

Do you care about your image? Yes, the way I present myself is part of my confidence. What are you doing to take care of yourself? (Both physically and mentally) Physically, I try to eat healthy. Mentally, recently I’ve been journaling to help cope with the stress; talking to people about my problem helps too. But sometimes, when I journal, I self-reflect and that helps me calm down. Is aesthetic important to you? Yes, aesthetic for me is more like a personality in a way, if that makes sense; for example, when you see someone’s instagram page and it has a certain aesthetic it gives you a heads up on what kind of person the owner of the page might be. Are you a creative mind? Yes, I would say I am. What creativity means to you? Creativity means being able to work with what is given and achieve great results out of it. How do you express your creativity? I try to be creative in every possible moment; being resourceful is also being creative. I’m a broke fashion student living in a foreign country, trying to get a spotlight, a job in the fashion industry. I look for inspirations for my collection from different perspectives, finding new ways to create a specific design. Even in everyday life, like cooking or cleaning my room. I clean my room with a lint roller when I cannot find the mop stick, that’s

2 in 1, sweep and mop at the same time, the dust and hair just stick the lint roller. I’ll count that as being creative. What do you do when you feel bored? First thing I do is always trying to find new movies to watch or new video games to play. But those things get me bored in no time; so recently I just started baking, and that was fun. Do you think that being bored brings ideas? Yes, because when we get bored, we think of ways to get out of it. When and where do you get your best ideas? Until today, I feel like my best ideas always come from self reflection, it gives me ideas that I am familiar with, unique, because I’m living it. Do you like being surrounded by people? It depends on the people. What is your favourite place to hang out? Just anywhere as long as I’m with my favorite people. Do you prefer to go out with just a few people or in a big group? A few people Do you like being up-to-date? Yes, it keeps my brain from getting old. What kind of news are you interested in? I honestly like to watch news about crimes or crime documentaries. Where do you search for information? Online or offline? Online, either through friends or

social media. What does fashion mean to you? Fashion is a form of self expression. I consider myself not as an artist but more like a storyteller when I design. I want to create designs that are only unique to me because of the story behind it; the story of my life, that I live. If you have to search for fashion news, where do you go? What media do you use? BOF.com, vogue.com, just any fashion page I follow on instagram. Do you read magazines? When I have assignment that requires me to read magazines. Would you rather buy a commercial or niche magazine? I’d rather buy niche magazines, because they’re different and unconventional, and I like those style better. What do you expect from a printed magazine? There’s this magazine called buffalozine, I really like what they’re doing. It is not a widely known magazine and the price is ridiculously higher than other magazines; but I would like to purchase on of those. It’s not just the packaging itself, it’s the content and it’s just different. It’s like a fancy book that you put on your coffee table for display kind of thing.

CRISTINA AIELLO INVESTMENT ASSISTANT ITALIAN 25

A Do you like yourself? Yes, but not always. Do you always feel happy with yourself? No, I think nobody does. Nobody is always feeling happy. There are some down moments for everyone. Do you spend a lot of time with yourself? Do you need your “self-time”? Yes. Being okay with yourself is at the basis of many things, as well as for being good with others.

I used to take them personally, now I don’t care. I start to care only if they come from people I love. What is your “escape” from feeling down? Calling my mom - after crying I feel like a new person. Do you reveal your emotions easily? 100%. My face always expresses my emotions. In some situations, I would love to be more filtreted in order to hide my feeling but I can’t.

Uncertainty makes me feel weak and powerless. Doubts don’t make you sleep during the night! What do you need to feel fulfilled? Freedom, independency and being surrounded by people that really care and understand me. What makes you the most confident? A situation, a person, a feeling... Tough one - before going out when I look at myself in the mirror and I like the way I look. (Not necessarily on a night out, also when I need to go to work). As well as when I am on my own and I can meet new people. Do you feel judged by others? Yes, most of the time. Sometimes it is hard not to care about comments since judging is part of everyday life. How do you deal with opinions of others? Do you take it personally?

What makes you feel weak? Uncertainty (e.g. did I make the right decisions? What will be next? Is this what I want from my life?). What makes you feel strong? Knowing that I can always change my plans, the power to choose what I want to be. Do you accept your weaknesses? Not always. Sometimes it is not easy to accept them. I would say 60%. But for sure being aware of which ones are your weakeness helps you to improve them. Are you working on yourself from an emotional/ mental point of view? Everyday. In the today’s society is hard to keep a steady balance. We are overwhelmed by news and options that give us a lot of pressure.

What would you change to fully accept yourself? I’m very paranoid and anxious, sometimes I create problems that only exist in my mind but I’m so focus on them rather than on good things that they become my obsession.

B Do you consider yourself an ambitious person? Why? It depends, only with what I want. Is your ambition something that makes you feel strong or weak? Weak. Feeling ambitious only for certain things makes me feel weak. I wish I was more curious and ambitious. Do you feel that your skills and abilities are not enough? Most of the time. Do you believe in yourself? What is the character feature that makes you strong/weak? I do believe in myself most of the time. I think that one feature that makes me strong is being empathetic. Being independent is one of your objectives in life? Why? Yes, because independence and freedom is what makes me feel good, I do not want my life to depend on anyone else but me. What are the main values that are on top of your personal self-fulfillment pyramid? To be able to be who I want to be against any stereotypes and taboos. Do you feel lost or frustrated in life sometimes? 100%. Sometimes too often. Do you feel overwhelmed with options at times? 100000000%. Do you struggle to make choices? I usually take almost everything that comes, because I like to try everything. All new experiences are part of the journey. Are you often leaving your comfort zone?

C I like doing that, I would like to do it more. I would like to be less scared than I am. Do you like to challenge yourself? I like doing and trying new things, I don’t know if this means challenging myself. What is your most difficult challenge to face? Too many choices…which one is the best? Do you regret some of the decisions you made? What would you change? I totally wouldn’t do some of the things I have done, but I will never change any past thing. I think, if I am the person that I am today it is thanks to the decision I have made in the past.

Mutual sharing helps both people involved. Are you an empathic person? 100%. Do you prefer to listen or talk to others when discussing problems? When I was younger, definitely more talking than listening now I think half and half, I love listening but I also talk a lot. Are you willing to share your thoughts with others? 100%. Do you feel encouraged to open up after listening to someone sharing their personal stories? Yes. Mutual sharing helps both parts.

What does community mean to you? Group of people with a same point of view, common interests - a way to be 100% yourself and be understood. Being part of a community of young like-minded women would make you feel better? Yes I think so.We will be on the same boat and solidariety will make us stronger. From your point of view what are the elements that build a strong community? Same goals and point of view, sense of belonging, common interests. How will a community of young like-minded women benefit you? Taking something from each other. Giving and receiving formula.

Do you care about your image? Yes. It is the first impression you give to someone. . What are you doing to take care of yourself? (Both physically and mentally) Going to the gym, eating healthy, meditation. Is aesthetic important to you? Yes, I think unfortunately it is useful in everyday life. It is your business card. But the most important thing is to be good with yourself. Are you a creative mind? More or less. What creativity means to you? Doing things differently. How do you express your creativity? Definitely with the way I look My style, my appereance, my gestures, the way I speak, I move. What do you do when you feel bored? Going for walks, workouts, pilates, reading, music, calling friends. Social media unfortunately…I wish I was less addicted. Do you think that being bored brings ideas? It could be. When and where do you get your best ideas? Talking with friend and people. Do you like being surrounded by people? Yes. I love being with people. What is your favourite place to hang out? Parks, pubs and bars. Do you prefer to go out with just a few people or in a big group?

Both. I’m good in a group of people or even with just few ones. I’m very flexible so I adapt to any circumstance. Do you like being up-to-date? Yes, in this fast-paced world is very important. Even though sometimes I wish I was more curious and so spontaneously get informed. What kind of news are you interested in? Anything, but maybe more related to curiosity and innovation. Where do you search for information? Online or offline? Online, either through friends or social media. What does fashion mean to you? It is the reflection of the society. As well as a way of espression, in terms of art and culture that become as well a selfexpression. If you have to search for fashion news, where do you go? What media do you use? Online or social media. I follow fashion accounts on instagram. Do you read magazines? Sometimes, but I haven’t found one that I always want to read.

The most important thing is to feel good with yourself. Would you rather buy a commercial or niche magazine? For sure, more niche magazines.

They have more interesting topics to read, editorials and less advertising that in my opition is what make a magazine be boring (even though is what gives money to the publisher). What do you expect from a printed magazine? Something unique, something you can keep.of thing.

DILARA ISLAMOGULLARI INTERIOR DESIGNER TURKISH 22

A Do you like yourself? Yes, I do. Do you always feel happy with yourself? Not always, but mostly I do. Do you spend a lot of time with yourself? Do you need your “self-time”? I’m trying to create more time for myself. I noticed that I don’t really do that much. Do you feel confident with the woman you are? Yes, I very confident but sometimes I have my downs.

What is your “escape” from feeling down? Usually, talking to myself and questioning my doubts. On the other side it helps also to share my thoughts with people I care. They can support me and find distractions that help me to free my mind. Do you reveal your emotions easily? I don’t think I have to reveal emotions to everyone but to my family and real friends, I do for sure.

I have weak points but without them I won’t be the person I am. What do you need to feel fulfilled? Chasing my dreams. Sometimes is hard in the reality we live but we should never stop to have this as one of the objectives of life. What makes you the most confident? A situation, a person, a feeling... Mostly a feeling , but sometimes can also be a person that I care a lot about. Do you feel judged by others? Yes, people usually judge but I try not to care about other’s comments. I feel better when I don’t. How do you deal with opinions of others? Do you take it personally? If the opinions from others are from people close to me, I do. If are opinions coming from strangers who doesn’t have any idea of me and my inner me, I don’t care at all.

What makes you feel weak? Disappointment from others makes me feel weak and without motivation. What makes you feel strong? Being courageous. The capacity to take risk when you are not able to have certainty. Do you accept your weaknesses? Yes, I do. Even though sometimes we tend not to do that. Are you working on yourself from an emotional/ mental point of view? Sometimes no, sometimes yes. To be honest is something I want to improve because a stable and balanced mind helps to make decisions and to face many different situations. What would you change to fully accept yourself? I don’t think there is something I would change. I’m happy with the person I am. For sure, I have

some weak points but without them I won’t be the same person.

B Do you consider yourself an ambitious person? Why? Yes because I am thinking like I need to put some goals in my life and I need to try to reach them. Is your ambition something that makes you feel strong or weak? Definetely strong. Having a goal or desire in life motivate you too. Do you feel that your skills and abilities are not enough? I don’t like ro keep continuing something if I’m not capable of doing it. That is why, right now I feel okay with my skills and abilities. Do you believe in yourself? What is the character feature that makes you strong/weak? Yes, I do. If I have a free mind, courage, real friends and family on my side I am feeling really strong. Sometimes I tend to trust others right away, and only after I understand that they are not the persons I thought they were, this makes me weak, for sure. Being independent is one of your objectives in life? Why? Of course! In some point you can be totally alone and it is when you have to handle anything by yourself. That is why you need to learn how you can be indipendent. What are the main values that are on top of your personal self-fulfillment pyramid? Positive mind, self-love and freedom. Do you feel lost or frustrated in life sometimes? Sometimes. Do you feel overwhelmed with options at times?

C Yes, definetely yes. Do you struggle to make choices? It depends, usually when it is something important like a lifedecision. Are you often leaving your comfort zone? Not so much. Wait, if I consider that I’m from Turkey, I studied in Milan and now I work in Florence, I should say yes. But sometimes I feel that I’m leaving it for others and I hate that. I need to change it! Do you like to challenge yourself? Not always but yes. What is your most difficult challenge to face? Moving to another country or place. I want to settle but in my situation is a bit hard, I am not able to feel at home most of the time.

I’m ambitious because I always set goals in my life. Do you regret some of the decisions you made? What would you change? I’m too impulsive. When I have to make a decision, I usually take it too quick without thinking too much. Doing this, I made some decisions and mistakes that I regret now. But overall I’m okay because with mistakes I became the person I am, maybe without them I could have been better... who knows? Are you an empathic person?

Yes, I am. Do you prefer to listen or talk to others when discussing problems? Usually I prefer to listen. Are you willing to share your thoughts with others? Yes of course. Do you feel encouraged to open up after listening to someone sharing their personal stories? Totally yes, it helps a lot. What does community mean to you? A group of people who respect eachother and fight for same values and interests. Being part of a community of young like-minded women would make you feel better? Yes. From your point of view what are the elements that build a strong community? Respect and a big smile. How will a community of young like-minded women benefit you? Vision, innovation and power.

Do you care about your image? Yes. What are you doing to take care of yourself? (Both physically and mentally) Trying to eat healthy and doing some meditation. Is aesthetic important to you? Yes, always. Sometimes I have aesthetic concerns even when I am designing something, it needs to be realised in an aesthetical way. Are you a creative mind? Yes, I consider myself a creative mind. What creativity means to you? Imagination and invention. How do you express your creativity? Trying to communicate my uniqueness. We are human being and we are unique because we are different from eachother.

like to be on my own. What is your favourite place to hang out? Felix is a bar in Milan. Do you prefer to go out with just a few people or in a big group? Both but big groups I prefer. Do you like being up-to-date? Yes, I care to have a knowledge of what is happening around me. What kind of news are you interested in? General, educational and enertainment news. Where do you search for information? Online or offline? Usually online. What does fashion mean to you? For me it is a way of representing yourself. I also think that it isn’t just related to trends but it is a modern expression of art.

I get ideas when I am bored, usually during the night on the couch. What do you do when you feel bored? I listen to music, read a book, watch a series or a movie, or I immerse in my passion sketching. Do you think that being bored brings ideas? Of course. When and where do you get your best ideas? During the night on the couch. Do you like being surrounded by people? Normally yes but sometimes I

If you have to search for fashion news, where do you go? What media do you use? Online or social media. Do you read magazines? Not often, I don’t have a magazine that I like to read on a regular basis. Would you rather buy a commercial or niche magazine? I think a niche magazine because I will be more interested in terms of contents and topics. What do you expect from a

printed magazine? Informative, beautiful layouts and photos, interesting content.

ALBA DELIU DENTISTRY STUDENT ALBANIAN 23

A Do you like yourself? Yes, often I do. Do you always feel happy with yourself? Not always. Do you spend a lot of time with yourself? Do you need your “self-time”? Yes I feel that I need to spend time with myself. It is very important to create a balance in your mind. What do you need to feel fulfilled? I want to be indipendent and not rely on anyone. I want to know that everything I reached is just thanks to me. What makes you the most confident? A situation, a person, a feeling... There are some people that contribute in making me feel confident. These people are those whom I can have interesting and motivating conversations. Do you feel judged by others? Sometimes I do. How do you deal with opinions of others? Do you take it personally? Honestly, I tend to take them personally, but I’m trying to focus less. What is your “escape” from feeling down? Talking to a close friend of mine or listening to music while walking in the night. Do you reveal your emotions easily? Not at all. What makes you feel weak? When I can’t focus to find a solution to a problem that raised. What makes you feel strong?

My feelings toward others, even if sometimes I think this can be also my weak point.

Talking to a close friend or listening to music while walking in the night, helps me to ‘escape’ from feeling down. Do you accept your weaknesses? Yes I do, but often I feel bad for that. Are you working on yourself from an emotional/ mental point of view? Yes, I’m trying. It is not easy to find the right balance. What would you change to fully accept yourself? Sometimes I feel that to be a better version of me I would start caring less about others in general. But at the same time I think this is a positive feature and I’m not always seen if I would like to change it.

B Do you consider yourself an ambitious person? Why? I do, I have pleanty of dreams that I’m working on to realize by transforming them into plans for the future. Is your ambition something that makes you feel strong or weak? Strong, definetely. Do you feel that your skills and abilities are not enough? Yes, I do. Do you believe in yourself? What is the character feature that makes you strong/weak? Not enough to be always positive. I often look just to my weaknesses like I have many doubts about my capabilities and my knowledge. Being independent is one of your objectives in life? Why? Yes, it is. I never wanted to depend on others starting from being part of a group of friends. What are the main values that are on top of your personal self-fulfillment pyramid? Honesty, hard working and being open towards others. Do you feel lost or frustrated in life sometimes? Yes I do, especially lost. Do you feel overwhelmed with options at times? Yes this is one of my biggest problems. Do you struggle to make choices? It depends on the choices. Are you often leaving your comfort zone? Yes, in this two years I have always been leaving it. Do you like to challenge yourself?

C Yes a lot, and I like to do that. What is your most difficult challenge to face? My feelings. Do you regret some of the decisions you made? What would you change? To be honest no. Fortunately I don’t.

I don’t believe in myself enough to have a positive mindset. Are you an empathic person? Yes I am, too much mybe. Do you prefer to listen or talk to others when discussing problems? Both. I consider myself a good listener and speaker. Are you willing to share your thoughts with others? Yes I am but only if I care a lot about them. Do you feel encouraged to open up after listening to someone sharing their personal stories? Yes I am, I usually feel a deep interction and I want to go even deeper. What does community mean to you? It means partnership. Being part of a community of young like-minded women would make you feel better? Yes I think so. From your point of view what are the elements that build a strong community?

In my opinion “sharing” is the fundamental part in building a community and then discussions as well. How will a community of young like-minded women benefit you? I think we could debate on a wide range of subjects, all important to open our relational outlooks on life and ways of living the world.

Do you care about your image? Yes but not too much. What are you doing to take care of yourself? (Both physically and mentally) I work out, I have ‘relax time’, I work, I teach younger students, I read, I listen to music, sometimes I draw. Is aesthetic important to you? Yes, it is. It helps me to find and feel in place, spiritually. Are you a creative mind? I think so. What creativity means to you? For me creativity means to have always plenty of ideas and the capability of looking of things from different points of view. How do you express your creativity? I express it when I give lessons by making lots of examples and parallels to make my pupils understand, even though at first place they may look banal. I also express it when I recycle things I don’t use anymore by giving them a new shape and use. What do you do when you feel bored? It depends on the day type. I usually invest my free time making out at home. Do you think that being bored brings ideas? Sometimes yes, cause at least in my case I start thinking about what is making me feel like that so that I can figure out something to do to escape from it. When and where do you get your best ideas? Early mornings like 5am or late nights. But there is no specific

rule, cause sometimes I have my best ideas even during a conversation or when I am going in a beautiful and quite place or just when I’m enjoying a sunny day out. Do you like being surrounded by people? Just good ones. What is your favourite place to hang out? Particular and not well known city spots like concept bars or a park if it is sunny. Do you prefer to go out with just a few people or in a big group? Few people. Do you like being up-to-date? Yes of course. I enjoy being aware of everything it’s happening. It gives me a sense of control.

I express my creativity when I recycle things giving them a new shape and use. What kind of news are you interested in? In everything. Where do you search for information? Online or offline? Both, it depends on the case. What does fashion mean to you? Fashion for me is how a person can show/tell herself using different art branches.

If you have to search for fashion news, where do you go? What media do you use? I use Instagram for sure. Do you read magazines? I used to read those on paper at home but also their website. When I had free time or when I wanted to know more about a topic. Would you rather buy a commercial or niche magazine? Niche magaines. Their content is much more interesting. What do you expect from a printed magazine? Quality in terms of content and photos. Something that can last.

JOANNA FIUK PROJECT MANAGER POLISH 25

A Do you like yourself? Yes, I do like myself. Both physically and mentally. But of course, everyone has weak points. Do you always feel happy with yourself? Most of the time yes, but obviously, as most of us, I occasionally feel down. In general I’m happy with the person I am. Do you spend a lot of time with yourself? Do you need your “self-time”? Yes, I spend quite much time on self-discovering and surrounded with my thoughts. I consider that everybody should spend a considerable amount of time by themselves. Only in this way you can truly discover and learn about yourself. Do you feel confident with the woman you are? I usually do most of the time. What do you need to feel fulfilled? I need to be satisfied with my self-development in all areas of my life – professional and personal. What makes you the most confident? A situation, a person, a feeling... I think that I feel most confident in situations about which I’m well informed and there’s not much that can surprise me. Do you feel judged by others? Yes, on many occasions I feel that other people judge my opinions, believes, behaviour or physical appearance. How do you deal with opinions of others? Do you take it personally?

I normally don’t tend to take others’ opinions personally. I always try to distinguish between constructive criticism which can actually help me in self-improvement and critics which only aim in affecting me emotionally. What is your “escape” from feeling down? Spend time with the loved ones, talk and sometimes cry. I think that we should express our emotions and if you feel down and want to cry, there is nothing bad about it.

Obviously there is always something to improve in yourself Do you reveal your emotions easily? Yes and I actually don’t like it much, that anybody can just tell my emotions by the look I have on my face. In many situations I would like to be able to hide my emotions easily. What makes you feel weak? Being around people who have much greater knowledge or “are better” in some areas than me. It certainly doesn’t happen to me with all people and in all situations but it’s something I recall. What makes you feel strong? Knowing that I’m on track to achieve my goals. Do you accept your weaknesses?

I do, but I try to get rid of them and improve. Are you working on yourself from an emotional/ mental point of view? Sometimes no, sometimes yes. Yes, I try to not let my emotions affect my behaviour so much. What would you change to fully accept yourself? I think that nothing, I accept myself. Obviously there is always something to improve, but I think that it shouldn’t affect my self-acceptance, as we all have flaws.

B Do you consider yourself an ambitious person? Why? I consider myself an ambitious person. I always try to go beyond and self-improve. I normally set my goals high. Is your ambition something that makes you feel strong or weak? It definitely makes me strong. Do you feel that your skills and abilities are not enough? Exactly. I objectively think that my skills and abilities might be greater than average people but I still think they are not enough and try to pursue new knowledge. Do you believe in yourself? What is the character feature that makes you strong/weak? I believe in myself, I always tend to achieve what I aim. I think that what’s making me strong is that I’m actually very stubborn is many situations and don’t give us easily.

I love leaving my comfort zone. Being independent is one of your objectives in life? Why? Yes It is. You never know what circumstances will arise in your life and I believe it’s very important to be independent. It’s just making your life easier. What are the main values that are on top of your personal self-fulfillment pyramid? Personal development and learning. I think that we should discover new things every day in

C our life. In this way, we can live our life with excitement and not boredom. Do you feel lost or frustrated in life sometimes? Many times. Life is difficult and situations in which it places you are not always easy to deal with. What is important for me, is never to let those frustrations get you down. Do you feel overwhelmed with options at times? Definitely. The range of choices we have nowadays can be smashing. Do you struggle to make choices? Yes and no. It’s funny but I almost always struggle quite a lot with making choices regarding my personal life. Are you often leaving your comfort zone? I do. In the last two years I have lived and worked in three different countries and cultures. Leaving your comfort zone may give you the best experiences and opportunities. Do you like to challenge yourself? I love it. I challenge myself daily, both in my job and private life. I think that challenging yourself is what brings you new experiences, skills and knowledge. What is your most difficult challenge to face? I think that every challenge has the difficult parts and it would be problematic to describe one. Do you regret some of the decisions you made? What would you change? I wouldn’t change anything.

I have both, good and bad experiences, but I believe that without these experiences I wouldn’t become the person that I am. Are you an empathic person? Yes I am. Do you prefer to listen or talk to others when discussing problems? I prefer to listen. Are you willing to share your thoughts with others? Yes. Do you feel encouraged to open up after listening to someone sharing their personal stories? I do. I feel like I know this person better now, so I can share my personal experiences with her What does community mean to you? A group of people similar to me, with similar opinions, challenges and aims. Being part of a community of young like-minded women would make you feel better? Yes. It’s always good to have somebody similar to you, to share your thoughts with. From your point of view what are the elements that build a strong community? A feeling of belongingness and understanding of each of their members. How will a community of young like-minded women benefit you? I think we could debate on a wide range of subjects, all important to open our relational outlooks on life and ways of living the world.

Do you care about your image? I do. But definitely not for other people. I just feel better like this. What are you doing to take care of yourself? (Both physically and mentally) Physically - I try to maintain myself fit, healthy and neat. Mentally – I find time for relax and self-development. Is aesthetic important to you? Yes. I find peace in aesthetic environment, I just feel better. Are you a creative mind? I would say that yes. On many occasions I’m full of ideas. What creativity means to you? To see new ideas, solutions and opportunities where the majority don’t see them. How do you express your creativity? I especially enjoy home makeovers :D I also “invent” many solutions at my work. What do you do when you feel bored? Sometimes I just do nothing. I lay down and think about my life, people I’m surrounded with, future etc. Do you think that being bored brings ideas? Yes. Sometimes when you get bored you come up with the best ideas. When and where do you get your best ideas? In my bed, at night, when my brain becomes overactive and doesn’t let me sleep. Do you like being surrounded by people? Yes and no. I like being surrounded with people with who I feel good and have things

in common. What is your favourite place to hang out? I actually don’t have a favourite place. It could be one of my favourite bars, the beach etc. Do you prefer to go out with just a few people or in a big group? Definitely just a few people. I don’t like crowds. Do you like being up-to-date? Yes. I like to have the knowledge of the world recent events in all areas of the life. What kind of news are you interested in? Really in many different areas. On many occasions I’m reading articles from areas that I know nothing about, just because the specific topic seems interesting to me. Where do you search for information? Online or offline? Mainly online. What does fashion mean to you? It’s a way to express yourself. If you have to search for fashion news, where do you go? What media do you use? Normally internet or magazines. Do you read magazines? I did in the past, I guess that recently I just don’t find enough time for it. Would you rather buy a commercial or niche magazine? Niche magaines. What do you expect from a printed magazine? Not only to be visually attractive, clear and well-designed but also to have an interesting and

appealing content.

It is good to listen to ourselves. It helps to have a better life.

The Ambivalent is not afraid of getting out of her comfort zone and take risks. She craves adventure and is ready to discover the world for herself because she wants to understand the universe and her place in it. She aims to achieve gratification in relationships, work and environment. But she fears that the negative consequences of her exploration can lead to conformity and inner emptiness. Being left unwanted and unloved is scaring her. Her mood is undergoing certain swings - she has her ups and downs. On a good day she is the best version of herself. Feeling

independent, ambitious and charismatic. She is committed to people and things that she values. On a bad day she is feeling restless, doubtful and hopeless. This is the moment when she is the most disconnected from reality and she feels judged by others. She sometimes tries to escape from reality by immersing into time-consuming activities, such as social media. She believes that knowledge comes from growth, therefore she constantly looks for new sources of information. This is her own way of self-discovery and the pursuit of freedom and independence. In order to lead a full life.

ARCHETYPE

THE AMBIVALENT

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TARGET PERSONA Derin is 23 years old, she is from Istanbul, Turkey. She moved to Italy to study fashion and she got admitted into a Luxury Brand Management course at Marangoni University in Florence. Leaving her country and going abroad was a challenge for her because for the first time she got out of her comfort zone. But, she felt that she needed this change in her life that is why she made this difficult decision without hesitating. Derin knew that studying abroad would be prestigious and she could feel creative and independent by being on her own. She has been living in Florence for two years now and she got adapted to the atmosphere of the city. Derin is an ambitious girl who gives importance to education, career and the standard of life. She loves discovering new places and she appreciates the beauty of architecture, art and design. But as every human being, she feels vulnerable at times. Derin is not afraid of showing her emotions and she might burst into tears if she is sad. When she is down, she is looking for ways to get her negativity out. Derin disconnects from the daily routine and the abundance of thoughts by drawing, reading, simply scrolling social media or going for a run. At times, she asks herself “what am I doing, I don’t belong here” and this exact moment just proves that she is sometimes lost and doubtful as most of the people her age are. She is a social person and loves meeting new people but she also needs her own space to clear out the thoughts and just be on her own.

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LIFESTYLE AND MEDIA TRAITS Where she studies: Todo Modo, La Cite Where she grabs lunch: Santarosa Bistrot Where she goes for aperitivo: Le Murate Where she hangs out: Santa Croce, San Frediano, Santo Spirito, Where she goes out: Rex, La Menagere Shops: Vintage and Flea markets, Fast fashion, offline and online Brands: Acne, Cos, Mango Transportation: Bicycle, on foot Content Preferences: reads Dazed, Syndrome, Wallpaper

LOCATION AND CHANNELS Market: International City: Florence, Italy Gathering Locations: Open-air places, literary cafes, bistrots Content: Illustration - Erin Aniker Photography - Vivian Maier Fashion - Yves Laurent Architecture - Zaha Hadid, Renzo Piano Music - “A Kind of Magic” Queen Devices used: iPhone and MacBook Favourite media: Social media Favourite apps: Instagram, Spotify, Pinterest

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Ambi’s motto is: by coming together we can become individually and collectively stronger, inspire each other and influence a positive impact on the world. Our community is a group of young women at a similar life stage, who will team up based on the sharing of their opinions and beliefs. Everyone’s personal information is protected by us. We will run into each other during multiple occasions offline and online within the society. Our women share the same values, which are empathy, sympathy and daring. They are selfless but at the same time care about themselves. No matter where they come from or which religion they believe in, Ambi crosses national and cultural boundaries. By sharing, we create safe spaces where our community breaks down stereotypes and taboos and lifts each other up. Every story is different but relevant and built on the same foundation. Women are not placed next to each other to be compared in a negative way but they are put together to prove how much of an impact they can have when they are united. Our medium is their self-expression. Our aim is to gather young women who can share their experiences and therefore make other women open up and feel free to share theirs. It is a chain based on sharing, understanding and supporting. Our objectives for the community are:

1 2 SHOW SUPPORT AND RESPECT PARTICIPATE ACTIVELY

3 4 RESPECT PERSONAL SPACE BE OPEN-MINDED

5 BE HONEST

6 SHARE FEEDBACK

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WE ARE AMBIVALENT. WE ARE AMBITIOUS. WE ARE AMBI.

COMMUNITY

Online Coaching and Mentoring

Empathetic Collectable biannual magazine

Multisided digital platform

Involved

Growth

Sympathetic Self-definition

Daring

Transition Spokesperson Self

Creative minds

Young women

Authenticity

Offline Events

BRAND VALUES

BRAND IN ACTION

Community-building Positive

BRAND PERSONALITY

BRAND ESSENCE

Self-cared Large social media presence

BRAND

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ONION

The Brand Identity Prism is a concept coined by J. Kapferer in 1986. According to him, any brand can be identified by its characteristics. The Brand Prism is represented by a hexagonal prism which defines 6 characters of a brand. Just like a person is known by his name, job, education, physical and emotional traits, a brand can be identified by it.

RELATIONSHIP

E AG -IM LF SE

R E FL EC T IO N

Self-development Mutual respect Sharing Trust

PE RS ON AL ITY

Empathetic Sympathetic Self-cared Daring

Picture of receiver

Authenticity Community Growth

INTERNALIZATION

E QU I YS H P

Young women Ambitious and creative minds Middle and Upper class Students, graduates and career entrants

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Picture of sender

CULTURE

EXTERNALIZATION

Persona-oriented Soft earth colours Bold lettering with warm accents Dynamic shapes

Ambivalent Vulnerable Involved Positive

BRAND PERSONALITY PRISM

LOCATIONS

Establishing and maintaining a prosperous creative medium requires a significant amount of time and effort, especially in terms of handling the production side that encompases various aspects. The duties falling into the legislative fields as well as the creation of the content itself incorporates actions and people from various locations, depending on their role in the organization.

Poland

F L O R E N C E

Europe

POLAND After analyzing the administrative side of creating a publishing medium, we decided that Poland is the most legitimate country for the registration and legal residence of our company. Joining the European Union in 2004, this east-central country is at the heart of the transportation trail in Europe - geographically speaking and at the boom of small-to-middle companies - economically speaking. Taking into consideration both of these aspects, we believe that establishing a start-up here provides us with many possibilities in terms of favourable business climate, entrepreneur expertise, and government support. It has the sixth largest population and boasts one of the fastest growing economies in the European Union (5.1% growth according to the data for the 2nd quarter of 2018). The country’s location in the very centre of Europe and a well-developed transport and ICT infrastructure guarantee fast and efficient access to any European market. Poland also exhibits a huge intellectual potential and offers a wealth of research and development services – 37 modern technology parks. The largest business organisations in the world have already made note of this trend, with over 40 global corporations bringing their R&D centres to Poland in the last few years. To date, Poland has spent close to €400 million on startups: €222 million from the Polish Agency for Enterprise Development, €110 million from the National Capital Fund, and €63 million from the National Centre for Research and Development. The Polish Development Fund Ventures is due to allocate a further €500 million to stimulate the venture capital market in Poland. All of the above mentioned makes Poland a large market with the potential for the development of startups. 353

FLORENCE It is the city where the magazine is based. The production side of the content for the publications both online and offline is created by the core team headquartered in the capital of Tuscany. The city is a home to many universities that specialize in creative fields, such as fashion, art, architecture and design making it an inspirational place to live and study. World-renowned museums and exhibitions make Florence a unique mix of culture and beauty where many aspects of art meet. Therefore, native and international students are strongly encouraged to pursue their university degrees as well as start their careers in many of the fashion and design companies that reside there. On the other hand, the traditional and strict mindset of Florentine people makes it hard to immerse into the life of the city and their inhabitants. This status quo gives us many opportunities in terms of empowering young creative minds to be the voice of the changing mentality in our generation.

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EUROPE Is the distribution scope for our first years. The ideology behind the inception of the magazine is to give space to matters that affect all of us and therefore are universal and timeless. Europe is the best place to start our journey as it connects many countries transit-wise and economically. The quality of life across Europe follows a standard that can be perceived as similar in all of its countries, giving us a real possibility to enlarge the target audience of our creative medium. We live in a privileged area where many bureaucratic activities are simplified and the maintenance of the company is made more convenient and comfortable due to legal treaties between countries and the policy to support the European market.

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INVESTORS GURLS TALK STUDENT HOTEL

GURLS TALK

The mind behind the brand Gurls Talk is the British activist and supermodel Adwoa Aboah. She has been present in the fashion industry since an early age, being a runway model, commercial campaign face and magazine cover star. In December 2017, she appeared on the cover of the Edward’s Enninful’s first issue as editor-in-chief of British Vogue. Her background is rooted in a creative field, she studied drama at Brunel University in London. Leading from her personal battle with addition and depression, she started Gurls Talk, dedicated to all those young women longing for safe space to discuss feminist issues. Her frank account inspires open discussions on feminist and mental health issues, making her one of the industry’s most courageous voices. The objective of the organization is to be a completely open online platform on which anyone and everyone can share their experiences in a safe, taboo-free space. The initial idea transformed into a movement both online and offline. A community composed of a diverse mixture of people from across the globe, who share, listen and support each other without judgement or shame. At Gurls Talk no subject is off-limits - they talk about their experiences of mental health, body image, sexuality and self-care, to mention just a few topics. They encourage people to be honest, question the world around them, take action and strive for diverse, inclusive representation, equality and positive change. They are changing the world around them. 358

The digital space is only one of the channels of their activity. Offline, physical cost-free gatherings are hosted around diverse locations. Gurls Talk welcomes everyone to contribute and collaborate as their aim is to bring communities together to share, talk and listen about issues which are important. Through their entrepreneurial activity, they have teamed up with several companies from different industries. i-D magazine 2016 - They accompanied Adwoa Aboah on her trip to LA, to meet the city’s strong and powerful women making a stand for change. The creative outcome was a 30 minute film report and a series of talks on different female topics. Adidas #TLKS 2016 - Adidas Original’s inaugurated a new talk series during Miami Art Week. The event celebrated the brand’s EQT shoe, and brought together artist Ben Jones, artist of G.O.O.D. and model Adwoa Aboah. During her speech, she discussed the ties between art and activism. Coach and Dazed 2017 - one-day festival that gathered girls to provide a safe space for them to talk about their lives, feelings and experiences. Panels were hosted by a variety of exceptional women, such as Dazed’s Emma Hope Allwood, AnOther Magazine’s Olivia Singer, model and intersex advocate Hanne Gaby Odiele, writer and dominatrix Reba Maybury. There were also workshops like dancing, healing, a spoken word performance. It was all about spreading love, positivity and educating each other. 359

Romance Journal 2017 - Romance Journal collaborated with Women Under the Influence and Gurls Talk to cover the monumental Women’s March on Washington D.C. Millions of women gathered to show strength, power and courage and demonstrate disapproval of president Trump and his values in a peaceful march. Directed by Tabitha Denholm, the short film provides a look into the varying emotions, actions and camaraderie of marchers. Nike 2019 - They have come together to celebrate girls who are paving their own way in the traditionally male-dominated sport of football by making a documentary „Spit Fire, Dream Higher”. The film dives into the themes of sacrifices, challenges, and equality. Adwoa Aboah playes the role of the narrator of the film, presenting the story through a pro-footballer’s lens while setting the tone with authentic conversations. Revlon 2019 - The limited-edition collection includes three sets: Dare to Love Yourself, Celebrate Every Piece of Yourself and It’s Okay to Feel Everything. Each of which contains three products in shades personally selected by Aboah - a nail polish, lipstick, eyeshadow putty or a lip gloss. The aim of the collaboration is to ‘bring forwards the conversations of body positivity, of female health and mental health – and I hope to keep that conversation going for the rest of my life,’ said Aboah. Crackaud.io 2019 - ‘As music is such a central pillar of our community, we wanted to spotlight some of the incredibly talented women we have in the UK’ said Aboah. She has handpicked five female DJs to prepare mixes featured on the new audio platform Crackaud.io. The musicians mirror the borderless, celebratory spirit of the music and reveal their talent.

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Gurls Talk and our initiative have the same fundaments. We are a platform for selfexpression where we encourage women to be who they are by creating a judgementfree environment. We are both addressing young women who are undergoing changes and challenges.

WHY

In order for us to start our company, Gurls Talk will support us financially and will become our mentors. As our missions are aligned, we believe that we can influence positively each others’ businesses.

HOW

In a long-term view, we wish to collaborate actively with each other. Gurls Talk activity is growing but they have the biggest audience in the UK and USA. Europe is still to be explored by them. Here is where our opportunity comes. We can join forces and establish Gurls Talks in Italy, where the female empowerment movement is still at its beginnings.

THE BENEFITS

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STUDENT HOTEL

Student hotel is not just a simple hotel. It is a hybrid, co-working space that includes co-living and co-working students, business travelers and holidaymakers.The first hotel was based in Amsterdam and founded by Scottish entrepreneur Charlie MacGregor in 2006. Throughout the years of their activity, they created a global community connected by one spirit - the student spirit open, curious and unfinished. Their physical and digital spaces are designed to connect and grow with this fast evolving world. Their aim is to drive forward all individual goals while pushing one joint purpose, to change the world.

Their mission is to create boundary-blurring spaces where students, travellers, mobile professionals, creative nomads and enterprising minds can connect and thrive in smart design co-living and co-working spaces. With nine hotels built, eight under construction, and 41 to be open by 2021 The Student Hotel aims to be the world’s largest Complete Connected Community for co-living and co-working. Bedtalks - is an original, creative idea introduced by The Student Hotel. The name is inspired by the interview that John Lennon and Yoko Ono gave in a bed in Amsterdam in 1969. The concept was simple: a bed is an intimate place and a proposal for two individuals to get into the bed and start talking. At the end of the pillow talk, they invite the speakers to commit to something, anything that will help the other out: a contact number, advice, or to start a project together. The format proved to be successful. A talk, a connection and a mutual commitment of help were extended. So far, five BedTalks with over 500 speakers, 10,000 guests and 350 commitments were held. At Florence BedTalks June 2018, the event was livestreamed for the first time and people were witnessing the event in real time. TSH Collab - a complete connected community which offers ambitious creatives, entrepreneurs and start-ups co-working spaces, allowing them to conduct their business. It’s the best place to start or scale your business as it provides flexible memberships, unique advantages and growing network of locations. TSH is an essential part of the The Student Hotel activity. 365

x

The largest part of our audience are students and ambitious creatives. Therefore, The Student Hotel is a place where our target market lives and entertains himself. They are supporting the work of others by providing them the opportunity to use their space and facilities for professional activities.

WHY

The Student Hotel will support us with logistics for our offline events. We will be able to host meetings with our community at their venue out of charge. Additionally, the BedTalks initiative can be extended by teaming up together and providing new possibilities for promotion.

HOW

Thinking about the similarities between the two brands, the common target audience is the strongest element that makes the match so effective. By integrating our communities, we are creating a space for interaction and mutual exchange of young people. Therefore, it is a unique opportunity to gain new customers and build close relationships with them.

THE BENEFITS

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Touchpoint is defined as a place or a situation, in which the would-be or current customer comes into contact with the brand - before, during or after the purchase. Touchpoints form a so-called customer’s purchasing path. Theoretically, the more contact points a brand has with a consumer, the greater the chance that a consumer will buy a product or service. We are the target clients of our brand, therefore we could easily get into the shoes of our audience and thought about these aspects: On a daily basis the target persona wants to commute fast to their schools and jobs so they use public transport, trains and bicycles. During free time and on the weekends they prefer to walk because they can enjoy their time outside. During her free time, her activity depends on her mood. She loves to hang out with her intimate group of friends and spend an evening out. On the other hand, she is in need of evenings at home when she can dedicate the time to herself or have a comforting night-in with one of her closest friends. The target persona uses the internet to get informed. Websites, blogs and social media is the place where she spends the most time. She also uses printed media such as magazines, books and journals to get entertained and educate herself on different topics. New technologies are always present in her life. Her smartphone as well as the laptop (or iPad) is her tool for studying, working and socialising.

TOUCHPOINTS 369

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PUBLIC

RELATIONS

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programs

ER I

Subscripti o

EX P

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Pa ck ag ing De sig n

Exhibition

Sales events

OTH ER MEM BER SERVIC ES

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New sle t ter

RC H

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S RE PON LA SO TI O R NS

POS M

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Em a ke il tin g

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SOCIAL MEDIA

Comments & Likes Direc Mess t ages

AWARENESS

PR WOM Blog Guerrilla marketing Window display Social media ads

CONSIDERATION

WOM Newsletter Website Social media comments Subscription programs Online chat Review Blog

PURCHASE

Concept stores E-commerce Sales event

RETENTION

Events Newsletter Online chats Social media Advocacy Website Blog Gifts

ISTS ART IBUTE TR CON

le ws e N

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CUSTO M E RS ER

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Website Blog ew Revi

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ity un m om E C ore IN -st E Z A g: AG Blo M cles Arti als ori Edit L A os IT DIG ORM Vide TF PLA Posts Stories VICE SER

MARK E TI COMMUNI NG C CA & TI

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PR O

l

T& UC

Press Kits

SALES

D

DIR ECT MAR KETI NG

Brand events Advocacy

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S SALE S T IN PO

AD VE RT IS IN G

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E AT N OR ATIO ION RP NICCAT U NI

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The customer’s purchasing path along with its touchpoints, is all about educating the consumers on what your brand is and what benefits the product brings. The message must be adapted to the media, but it must contain common elements so that the consumer associates it with the previous and next touchpoints. We must choose those touchpoints that reach our target group and give the chance for the greatest return on investment (ROI). Based on the information gathered about the daily routine of our target persona, we set the purchasing path by appropriate placement of the touchpoints.

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CUSTOMER EXPERIENCE MAP OUR CUSTOMER EXPERIENCE MAP HELPS US TO EXAMINE WHAT OUR AUDIENCE THINKS, FEELS, SEES, HEARS AND DOES AND ALSO RAISES SOME INTERESTING “WHAT IFS” AND THE POSSIBLE ANSWERS TO THEM.

1. PREPARATION PHASE User-personas. A timescale. A clear understanding of customer touchpoints. A clear understanding of the channels in which actions occur. An understanding of any other actors who might alter the customer experience. A plan for “moments of truth” 2. DEVELOPMENT PHASE Review Organization Objectives Our objective is to get to know the preferences of our audience: their activities, where, when and how they do them. We want to build a close relationship with our audience, create engagement and establish a community. Review Current User Research We conducted personal detailed interviews with our ideal clients. We set up focus groups in places that our target spends time in order to reach the right people. Review Touchpoints and Channels After a thorough analysis of the preferences and lifestyle of our target persona, we created the 360° touchpoint universe with all the touchpoints and channels that our audience uses. Create an Empathy Map. We were able to examine how our customers react during each interaction in any given situation by the way they feel, what they think, do, say and hear. Sketch the customer journey. The customer journey is based on the outcomes from the empathy map and affinity diagram. We showed the motion of our customers through touchpoints and channels across a time frame. We wanted to know how our target feels about each interaction on that journey.

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PAINS

GAINS

Our protagonists feel that it is difficult to find an inner-balance. Being overwhelmed by doubts, thoughts, options and societal judgements they are ashamed to be who they really are. Therefore they are limiting their career options and losing the opportunity to show their talents.

They don’t feel confident enough to be dealing, on their own, with their uncertanties and they are seeking for support from others’ experiences. They know that being part of a community means being provided with attention, understanding and motivational mindset.

WHO ARE WE EMPATHIZING WITH?

WHAT DO THEY NEED TO DO?

The protagonists are young, ambitious women who are currently studying or at the beginning of their professional career. Some feel down because they are not happy with themselves and uncertain about their future. Others have already chosen their direction in life and are contributing to the community as mentors.

They are overwhelmed by their own ambition, thoughts and by the pressure coming from the society. They has always kept her feelings and thoughts for themselves but they are now looking for support. The mentors are ready to share with them their knowledge and experience.

GOAL

WHAT DO THEY THINK AND FEEL?

- Self confident - Fulfilled - To be understood

WHAT DO THEY SEE?

WHAT DO THEY HEAR? It is a challenge to find a space that provides a community of creative young women who addresses both the mental and professional aspects of life. Even if they have the support of their relatives, they lack their complete understanding and empathy.

EMPATHY

MAP

The protagonists see the situation as a challenge. They want to feel confident and fulfilled. They see the need to face their doubts in a positive and easy-going way. They don’t require professional help but a community of likeminded women.

WHAT DO THEY SAY? WHAT DO THEY DO? They are looking for a community of mutual support to share their doubts and thoughts. They believe that listening to other stories and hearing the experience of mentors will make them feel better and lead them towards a more difined direction in life.

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The world is over-saturated with irrelevant information and misconceptions about the place of women in the society. Our protagonists are choosing to act indipendently and create their own future but abundance of choices and unclear requirements is making them confused.

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INFORMATION SOURCES

The research showed that there aren’t many communities in Florence supporting young girls

Connect reading, shopping and talking on one website

Enable people to connect easily with us

Website

Subscription Program

DETERMINE, CHOOSE

Destination page

• Is it the best option that I have? • Website experience is easy and friendly! • She is happy that they are in Florence, in my city.

• Oh, I really like the website. • The layout is so nice and the topics of the articles are so engaging. • They are based in Florence and they have events organised here, so I can easily attend them.

The first impression that Derin gets while entering the website is positive, fresh and an modern approach

People build relationship and stay emotionally involved.

Window Display

HAPPY

CONFUSED

Proposing a fresh and modern approach

Instagram Facebook

Social media

• She really enjoys their content. The articles are well-written and she can relate to them. • She is smiling when she is looking at their posts on Instagram. • Is it something for her?

• I am interested in getting to know about the community because the founders are two girls just like me. • The Instagram looks so cool: so many illustrations, motivational content and real stories

Instagram Feed - Stories - Highlights Links in the bio

Arriving at our website browsing through: the landing page, reading the tab about us, checking out the shop looking at community

looking through

EXPLORE

STAGE 4

LIFESTYLE & MEDIA TRAITS

comparing options

CHOOSE

STAGE 3

FOCUS GROUPS • PERSONAL INTERVIEWS • TOUCHPOINTS • EMPATHY MAP

Engage in social media with explicit purposes

Create a strong, supportive community

Google searches

Support young women in defining themselves

Word of Mouth

Help young women to gain confidence

Blogs & Reviews

Communicate a clear value proposition

GLOBAL

OPPORTUNITIES

Searching community florence

• She is feeling hopeful to find a solution. • It is hard to find the right people to talk to.

• She feels powerless. • She has no idea what to do. • She only has negative emotions in her mind right now.

Google. com

• Maybe talking to someone will help me? • Is there a community in Florence focused on young women? • I want to find something that will make me understand better my position and will entertain me and inspire.

Spending the evening home alone and questioning herself

• Am I alone? • Am I the only one having this issues? • How can I feel better? • This feeling is driving me nuts!

Typing community florence on google

getting informed

DETERMINE

REALISE feeling down

STAGE 2

STAGE 1

Derin has already been living in Florence for a while but sometimes she feels down because she has doubts about herself and her future. On a Thursday evening, she is sad and alone in her apartment watching Friends and eating ice-cream.

FASHION STUDENT FLORENCE, ITALY

DERIN

Using Ambi channels is a part of the whole lifestyle of our audience.

Email marketing Gifts

Newsletter

SAD

SATISFIED

THINKING

Proactively support the growth of people

Provide inspiring and educational content

EXPLORE, COMMIT, STRENGTHEN

Sales

Concept Store

• She is excited to be part of their event. • She is curious about their magazine. • She feels good going through their content.

• Maybe I could join one of their events? • Should I buy the magazine? I want to check it out.

III. Pays for the yearly subscriptions to the magazine

Word of Mouth

ON-GOING NON-LINEAR

LINEAR PROCESS

NON- LINEAR TIME-BASED

Sharing a positive mindset

Create an omni-channel engagement (print - digital - social)

Customer Loyalty Events

• Will it be the right choice? • She is interested what they will feature in the next issue.

• Did I make a right choice? • Will I be satisfied with the content and the community? • Will I enjoy the activities? • I would love to take part in the next workshop they are organizing.

V. She is sharing her story with community members

II. Joins an event at Student Hotel

getting involved

STRENGTHEN

STAGE 6

I. Desides to subscribe Follow on Instagram to the newsletter staying up to date Inspired by the aesthetic with the content and topics she purchases

becoming the part

COMMIT

STAGE 5

People value media that is trustworthy, positive and supportive.

AMBI EXPERIENCE JOURNEY

People choose Ambi because it gives them a supportive community filled with interesting content to read, watch and see.

GUIDING PRINCIPLES

CUSTOMER STAGES DOING THINKING FEELING TOUCHPOINTS EXPERIENCE LEGEND

LENS JOURNEY MODEL QUALITATIVE INSIGHTS QUALITATIVE INFORMATION TAKEAWAYS

CUSTOMER RELATIONSHIP MANAGEMENT

Information to our organisation, about customers and their needs

Identify individual customers

Differentiate your customers by their values and needs

Interact with customers based on their values and needs

Customise to customers’ needs

Pre-purchase

Through the customer relationship management, we want to implement our company-wide business strategy designed to meaningfully engage with our audience, build relationships and ultimately gain their trust. Our main objective is to get to know our customers, who they are and why they come to us to eventually propose a customised experience according to their buying habits and preferences. Secondly, we want to boost revenues and profitability, reduce costs and customer churn. Our third aim is to get new customers and keep the track of the existing ones in order to increase customer loyalty and ensure a longer-term sustainable growth. 378

By tracking all the touchpoints we are able to store all communication, all historical purchases, and all customer service enquiries in one place in order to provide a holistic view of the customer. In this way our internal communication will be consistent across multiple channels and departments - enabling sales, marketing and customer service collaborations. We wish to give every individual a more relevant response because we are a customer-centric company. Timely and relevant communication is at the heart of building our customer relationships. We want to maintain a 360-degree view of our customers and their journeys with our products and services.

Website: Newsletter, Direct Email, Video, FAQ Instagram: Likes and comments, Stories, Direct Messages

Website

College bookworms

Newsletter Welcoming message

Values and needs appreciation

Instagram

Newly ladders

Purchase

Preferences and activity

Values and needs respect

Online - Website: E-store, Subscription E-commerce (B2B) Offline Concept stores, events, exhibitions

Events

White collars

The Welcome Conversation Interaction

Values and needs self-fulfilment

Post-purchase Feedback: Events, emails Opinions: Social media

Website ‘Share’ Archival issues

Gifts Subscription

Promotion Newsletter

Gifts Subscription

Information to customers, about our ability to cope with their needs

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STEP 1

IDENTIFY INDIVIDUAL CUSTOMERS

In the first step we aim to establish the database of our clients. This is the initial moment when we get to understand who our audience is, more specifically distinguish each individual and link the people with their slot within our corporate structure.

WEBSITE Ambience Club Subscription to the Ambience Club will be featured at the bottom of the website in a dedicated place as well as emphasized under the Club page. The users will be asked to give their email, name, age and city. They will be additionally proposed to make a short introduction of themselves, optionally. The member will receive an answer from us, in the form of a transactional email, confirming the subscription to our channel. Welcome Message Right after the confirmation email, the subscriber will receive a welcoming to our community in a friendly and warm way. This is the first message from us to our new member, therefore we want to use a personal tone of voice. We will introduce our creative medium, its personality, values and objectives. Also, we are going to inform that the newsletter will be delivered twice per month. We do not wish to overwhelm our readers with information but simply keep them up-to-date on our activity. Following, we will place the section The Latest from Us, where headlines and links to the current articles will be placed. At the bottom of the email, our social channels and the option to unsubscribe will be featured.

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SOCIAL MEDIA Instagram The professional account on social media enables us to engage more with our customers by tracking their preferences and activity. We can see their residence, age groups, gender, activity hours and days as well as weekly engagement rates and interactions.

OFFLINE EVENTS The welcome We, the founders, will personally greet each participant of the event. It is important for us to emphasize the fact that every individual is paid attention to. We care deeply about the first impression we make among our audience. The majority of participants of the events are loyal customers members of our subscription program - therefore we want to provide them with the attention that they deserve. We are aware of the fact that regular people who gather during multiple events serve as brand ambassadors, spreading awareness among their social groups through word of mouth. Conversation We want to get to know our audience better therefore we believe that a short conversation with each of the participants is fundamental. Mutual introduction serves as a medium for breaking the ice and creating more personal relations. It is important for us that everyone is perceived as equal, no matter their role during the event. In this way, we are able to build longterm partnerships with our audience. Interaction At the end of each event, there will be a dedicated section for opinions and comments. We want to listen to what our audience has to say; what should be improved; what changes should be introduced. The feedback is very relevant for the future because it enables a more accurate and tailored experience. Tone of voice/approach: Throughout the three phases of our offline events we will address our audience in a conversational and friendly way. We don’t want to build any walls between us and them, because all of us form one group of like-minded young women. We want to create a comfortable and casual atmosphere to encourage conversations and exchange of thoughts.

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STEP 2

DIFFERENTIATE YOUR CUSTOMERS BY THEIR VALUES AND NEEDS

In the second step we aim to classify our audience by their values and needs. The target persona of our medium is a young woman between 22 and 30 years old. Based on their stage of growth, they have different requirements for their personal and professional life.

COLLEGE BOOKWORMS Our students are mainly enrolled into creative courses. Arts, design, fashion, architecture, cinema, communication are the major fields that they are interested in. Values and needs: appreciation Approach: Addressing them in an empathic way, showing understanding, leading them towards self-acceptance. This is achieved through being appreciated by others and valued for what we do, both at the university and personally.

NEWLY LADDERS This segment of our target market is at the beginning of their professional life. They are shifting from theory to practice by gaining their first hands-on experience. Values and needs: respect Approach: Feeling respected by others and relevant to the company they are working for. The first job is one of the most important steps that decides how your career will develop.

WHITE COLLARS The third group covers the smallest part of our target audience. But still they are significant. These are people undergoing various transitions in their lives, facing changes and new realities. Values and needs: self-fulfilment Approach: Giving them space for self-development that will lead towards self-fulfilment. Making them realize the broad spectrum of their abilities, which will define their direction.

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STEP 3

INTERACT WITH THE CUSTOMERS BASED ON THEIR VALUES AND NEEDS

In the third step interaction with customers is in the spotlight. We have already identified and classified them by their needs and values. Therefore, here, we can offer them the right communication. This phase is divided into three sub-categories that follow the customer experience journey. PRE-PURCHASE WEBSITE Newsletter They will be sent twice per month. They serve as a gentle reminder to our community about the new issue of the magazine coming out, upcoming events, newcoming products to the e-store. The newsletter’s aim is not to pressure the reader to purchase but instead make him/her curious and excited about what’s new. The messages are an incentive to visit the website and other social channels. Direct Email Their aim is to promote special offers, in the form of 10% discounts from the initial price, for products that are available on the e-store. The offers have an expiry date - to be used within a certain amount of time - because they are serving as a bargaining power to encourage the potential customers to have a look at all of the purchasing possibilities on the website.

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Video They will be featured on the website. They show the teasers for the new issues, as well as reports from events and activities of our community. In this way, we are able to make our readers feel appreciated and important as they are the structure of our creative medium. FAQ (Frequently Asked Questions) There is a section on the website that is dedicated to all the concerns of the users. Based on the comments and suggestions that we receive, the list will be updating and enlarging according to the requirements of the users. General terms and conditions about purchasing, frequency of publishing, loyalty program possibilities will be provided here.

INSTAGRAM Likes and comments Based on the likes and comments we will be able to see what type of content is favoured by the audience and therefore identify their needs and preferences. Posts We want our posts to convey a message and serve as a place for discussion. We will write powerful and important content to make a statement for our community. We are interested in what they are doing, how they are feeling and what they have to say to us. We are listening to them, that is why, most of the posts will end with an open question to our audience. To encourage conversation and interaction. Stories We will try to make our stories personal. We want to feature real-time talks which will provoke conversations and support our communication canals. Live We will use the possibility that Instagram gives to speak in real-time with our audience through live stories and IGTV. Direct Messages People who are approaching us by a direct message on Instagram will be replied as soon as possible in a friendly and kind way. All doubts will be answered to avoid confusion and misunderstanding.

OTHER SOCIAL MEDIA Spotify We will encourage people to follow our public playlists created for different occasions and having various themes, for example: for motivation, for inspiration, for positivity, for stress-release. Pinterest Is a completely inspirational social platform where our readers can feel free to join our creative process and get to know what influences our intellectual and aesthetic choices for the production of the medium.

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PURCHASE ONLINE WEBSITE Our online platform will be equipped with a built-in store, selling archival issues of the magazines, current one and other products. All of the merchandise will be clearly displayed with photos, descriptions and terms of delivery. We are supporting our community therefore the e-store is a place where the products that they make are featured. They are carefully selected based on the preferences of the different segments of the customers. Every author of the item will receive a mention protecting his/ her work. The products will be available only on our official website. Join the Ambience Club Our audience is encouraged to become part of our Club. The access is enabling them to explore all available resources and services in the platform. The possibility to reserve private coaching and mentoring sessions as well as booking spots for offline and online events will be granted only after becoming a member. Membership Program Our online platform features the service of consultancy, where bespoke coaching programs are offered. They require a membership subscription in order to join the online course. The membership is based on a onetime payment for a chosen course and can be cancelled anytime after the course is completed. The member is granted access to a personalised dashboard with its profile, subscriptions and calendar. Subscription to the manual Those who wish to have a long-term relationship with us, will be provided with the possibility to purchase a subscription under the Shop section on our official website. There is an option for a 1-year subscription.

B2B: E-COMMERCE Refers to all the platforms that will distribute our magazine. We want to reassure the same price across all possible channels. We place our product in selected online stores that are specialised in niche, independent publishing industry. When we approach the distributors, we send them our media kit and negotiate the terms of contract. At the beginning, we will focus on DIY distribution that ensures direct communication.

OFFLINE B2B: CONCEPT STORES Refers to the physical presence of our magazine in the concept stores. Our relationship with the stores’ owners will be based on face-to-face interactions ensuring a casual approach. We want to collaborate with curated, specialised stores and bookshops that will carry our title with attention and their employees will be educated and informed about the insight of the magazine. We will hold meetings for our readership in chosen locations around Italy and Europe. Our objective is to boost engagement and provoke a natural growth of the magazine.

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EVENTS They are organised for those who subscribed to the club. We will keep the events modest with a limited number of participants to be able to focus on each individual. The Club events are a place for people to meet other people, we are expecting some of the participants arriving solo so they will want to make new acquaintances. Some events will be sponsored by local entrepreneurs such as restaurants, hotels, venues, stores’ owners that are willing to support young women.

EXHIBITIONS Fairs are a possibility for us to meet potential distributors and clients. Therefore our participation is relevant. At the beginning of our activity, we will personally take care of the stands - meeting people, talking, solving their enquiries and negotiating - in a professional and welcoming way. Samples and catalogues will be available for those who are interested. Tone of voice/approach: It is meaningful for us to create personal relations with our clients and distributors because they all form part of our activity. We want to create a sincere and consistent atmosphere, spread positivity and have a forward-looking mindset. Conversational and friendly tone of voice will help us to develop this particular approach. Packaging: We will pay attention to how the products are prepared, packed and eventually shipped. First step is packaging: eco-friendly and plasticfree. Second one is the inside extras: thank you note and a small gift in the form of stickers or pins. Last step - very important nowaday - is the shipping. We want to stress out clearly all of the terms, delivery times and returns on the website because it is the fundament of customer service.

POST-PURCHASE FEEDBACK Events At the end of each event, people will be asked - only those who wish - to give feedback about the organization and process of the meeting. There will be a book available to write down any comments and opinions anonymously and privately as some people are not confident and comfortable to share their thoughts publicly. Emails We would like to send emails after any purchase or participation in an event asking how the experience was and if they have any suggestions for improvement. Keeping with the principles of our communication, as well, for the mailing we wish to keep a warm and friendly approach - asking for sharing the thoughts instead of demanding answers.

OPINIONS Social media We wish to benefit from all channels that we have in our possession. Social media is the main medium that our audience uses daily and we are expecting a lot of interaction there. Comments are a very useful way of reaching the audience and listening to the needs. Both positive and negative ones will be met with understanding and professionalism from our side. Explanations and feedback will be provided when it is possible. We will do our best not to leave anybody with doubts. This is the moment for us to prove our honesty and dedication to every individual.

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STEP 4

CUSTOMIZE TO CUSTOMER’S NEEDS

In the fourth step we focus on the personalisation of our communication channels based on the information gathered and stored previously. This is the section where we can fully engage with our audience, especially talk to the loyal, long-term customers who we have already established a relationship with. WEBSITE ‘Share’ In this section on the website, we are announcing all current openings for content creation. As we are an open-source magazine and a platform that gives the voice to the readers, this is the place where we want to encourage people to share their work with us and gain the possibility to be featured in the next issues of the magazine, as well as on our social media channels. Depending on the topic of the issue, we will gather material accordingly. Readers will be able to submit their work through the website - whether it is in a visual or writing form. We stay open-minded and flexible, scouting for new talents within our community. Archival issues Under the shop section, all archival issues will be available for purchase. As our magazine is collectable, readers will be able to acquire the archival editions to complete the collection. This will be encouraged by us and we will provide discounts varying on the circulation of each issue of the magazine.

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GIFTS Subscription When subscribing for 1 year to the magazine, the client will receive a small gift from us. In this way we want to show the gratitude and appreciation for their support.

PROMOTION Newsletter We want to make important dates of the members of our community special. For birthdays, we will provide a ‘One Day Celebration’ that will entitle them for a discount that can be used for the whole day for shopping for the products on the website. We believe that celebrating birthdays is personal and creates a feeling of friendship showing that we care about them and we remember.

CONTENT CREATION Social media Based on the feedback received in the previous steps, we are able to adjust the content to the needs and wants of our audience. Will it be more videos or more articles focused on a specific section - we will take into consideration the opinions of our readers and try to make the most personalised and helpful content they need. Events Based on the feedback received during previous events, we are able to determine which ones are more favourable among the community. We want to provide a wide variety of activities to give our readers more options to choose what they want to learn about and dedicate their time to.

CORPORATE SOCIAL RESPONSIBILITY

ENVIROMENTAL EFFORTS

THE ACTIVE

COMPENDIUM

Engaging activities

Educational resources

Pay back to Earth

Open source

Multi-sided activity

Recycled paper

Real stories

Events

Biannual

Q&A sessions

Workshops

Collectable

Content

Talks

Mentoring

ETHICAL LABOUR CONDUCT

HOSPITALITY Altruistic actions

Practices within the company

Workplace ambience

Organizations

Employment opportunities Intellectual property

Ambi is a value-driven company, and we want to be the spokesperson of young women. Being a modern young woman is about choosing who you are and who you want to be. It’s about how we stay connected and relevant to both our audience and colleagues. At Girls like us, we consider the needs of present and future generations and that our entire company must be conducted in a way that is economically, socially and environmentally supported. This is why we have set up clear ambitions and bold goals. We believe in the power of contributing to the community, being transparent and taking an active role in addressing our young women. 399

The essence of our activity refers to the concept of being selfless. We don’t think only about ourselves, we care mainly about our people. It relies on three fundamental pillars.

Source of support

Source of support stands for mutual understanding in sharing knowledge and experience by addressing every individual with the same relevance through an unbiased approach. Considering the delicate phase of self-growth of our audience, we want to motivate and encourage them to go out of their comfort zones by challenging themselves while defining their future. Being doubtful and feeling the burden of your ambitions is a natural consequence and should be clearly explained.

Personal relationship with our audience Personal relationship with our audience is based on a partnership. We know our community and its preferences because we are part of it. Our channels give space to every individual who wants to share its story. Consequently, a network of mutual respect and trust, where everyone matters, is created. We believe in an alternative way of empowerment where every person chooses who they want to be and how they want to achieve it without considering societal norms.

Curated positive content

Curated positive content refers to the way we communicate with our audience. We are here not to transmit negativity. We are here to confront uncertainties and provide answers to questions. Our aim is not to set standards but to accept imperfections, after all these are what make us original. Curation stands for consistency and coherence in choosing concepts whereas positivity stands for how we approach them. This is what authenticity means for us. It is not about alarming but spreading education.

SECTION 1 THE COMPENDIUM

The first section of our activity - the compendium - refers to the educational resources that are available to read and research across all of our channels. Open source - we are giving voice to our audience. We want to know their opinions and we are inviting them to co-create some content of the magazine with us. Real stories - we are interviewing and making personal photoshoots of young women and therefore making them the protagonists of our medium. Q&A sessions - we provide a chance for our readers to ask us anything that intrigues them and be featured in the magazine. Content - includes articles, videos and podcasts. Giving professional, educational and user-friendly tips and recommendations. In every step we take, we include our audience. For us their personal development is what matters the most, because every individual is important to Ambi. In order to be the authentic spokesperson of our generation, we listen to opinions, stories and comments that come from them.

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SECTION 2 THE ACTIVE

The second section - the active - refers to all of the engaging activities that we contribute to our community.

Multi-sided activity - we integrate the magazine, the website and social media with our offline activities to provide the readers with a full experience. Events - we want to find the right ambassadors for our movement and stay connected with the audience in the real world. Workshops - stands for gaining new abilities and learning practical skills by challenging yourself through trying out something new. Talks - everyone having important and interesting thoughts to share is welcomed to participate in our meetings. Consultancy - is a meeting place that connects all women within our club. They exchange problems and deliver solutions through individual sessions and bespoke coaching programs. Sharing and community-building is the motivating factor of our activity. Organizing offline communication allows us to get hands-on connection. Being part of a community with similar objectives makes you feel relevant because you are noted and supported.

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SECTION 3 ENVIRONMENTAL EFFORTS

The third section - refers to the actions we are taking to pay back our part to the earth.

Recycled paper - we operate with zero waste policy meaning that we don’t want to cause harm to the environment. We use the FSC-certified paper and we print with environmentally friendly non-toxic inks. Biannual - our magazine is a source of inspiration updated twice a year that provides a curated vision of our surroundings. Collectable - our aim is not to trash but to collect. We deal with universal topics that are always significant because they are meaningful and timeless. Being an emerging company, it is still a novelty for us to keep up with the environmental norms. Nonetheless, it is our objective to stay updated on the changing situation of the climate. We started “Ambi” not to cause damage but to sustain the world we live in.

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SECTION 4 ETHICAL LABOUR CONDUCT

The fourth section - ethical labour conduct - refers to everyday practices within the structure of the company.

Workplace environment - stands for the atmosphere we want to create among our colleagues. Everyone is treated in an ethical and fair manner. Employment opportunities - from our personal experience we know how difficult it is for young people to find a job, especially for women. We believe that our team needs to feel connected with our audience. Intellectual property - all of the content created for the magazine is original therefore every author will be mentioned and protected. We believe that the community starts with us. We represent the values the company stands for. We want to create a place where our members can grow both professionally and personally. Change is the constant at our workplace.

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SECTION 5 HOSPITALITY

The fifth section - hospitality - refers to altruistic actions that we want to implement in our company’s networking practices.

Organizations - we collaborate with local organizations that support young women in their daily life. Events will be organized together in order to spread awareness of the projects, enlarge the audience and create a bigger impact. Contributing to organizations’ programs is a way for us to extend our objective to others who stand for the same beliefs. After all, sharing common ideas and joining the forces gives more opportunities for creating impact and making a change.

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Competitors Benchmark Competitors Positioning Map Benchmark Strategicmap Innovation Canvas Positioning SWOT Innovation Canvas Strategic Pestel Swot

4

She had to be unknown to become known.

RIPOSTE

THE GENTLEWOMAN

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UNCONDITIONAL

45 MULIERIS WOMANLY

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ROMANCE JOURNAL

GURLS TALK

COMPETITORS

THE GENTLEWOMAN LONDON. 2010

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BULOUS WOMEN’S MAGAZINE Editor-in-chief Penny Martin Creative Director Veronica Ditting Fashion Director Jonathan Kaye Associate Editor Kathryn Holliday Deputy Editor Caroline Roux Senior Editor Richard O’Mahony Digital Design Studio Scasascia

„We are interested in investigating about how modern women live, from the way they drink, dance, drive and speak to the way they sign their letters or conduct their divorces.”

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The Gentlewoman was launched in 2010 by the publishers Dutch duo Gert Jonkers and Jop van Bennekom, the team also responsible for Fantastic Man and Happy Reader. The debut of The Gentlewoman coincided with another significant marker of fashion’s changing tide - the debut resort 2010 collection of British designer Phoebe Philo at Celine. At the helm of The Gentlewoman is Penny Martin, a former academic, a curator and previously editor-in-chief of the pioneering fashion website SHOWstudio. The Gentlewoman started as an alternative to the women’s fashion magazines, but speaking from inside the industry. It celebrates modern women of style and purpose. The magazine offers a fresh and intelligent perspective on fashion that’s focused on personal style – the way women actually look, think and dress. Featuring ambitious journalism and photography of the highest quality, it showcases inspirational women through its

distinctive combination of glamour, personality and warmth. These qualities are also at the heart of its website, a virtual place where real women, real events and real things are enjoyed. The Gentlewoman’s overall editorial point of view begins with the woman and not the product. “It is personality centered journalism and candid photography and design. We’re not particularly interested in fantasy. We’re interested in how marvelous things are - as they are”, explains Penny. In their 10-years history, they featured on their covers Phoebe Philo, Inez Van Lamsweerde, Adele, Olivia Williams, Christy Turlington, Angela Lansbury, Beyonce, Lea Seydoux, Vivienne Westwood, Robyn, Bjork, Saoirse Ronan, Kirsten Stewart, Zadie Smith, Sofia Coppola, Simone Biles, Simone Biles, Allison Janney, Agnes Varda, Cindy Sherman, Margaret Atwood, Caster Semenya.

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RIPOSTE MAGAZINE LONDON. 2013

SMART MAGAZINE FOR WOMAN Founder, Editor-in-chief Danielle Pender Deputy Editor Liv Siddall Creative Editor Shaz Madani

„We’re not interested in that world of big name celebrities and interviews full of media trained responses where you end up finding out nothing of any meaning.”

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Described as ‘a smart magazine for women’, Riposte is a title concerned with style and substance. Its founder, Danielle Pender realised that there was a gap in the market when she discovered she was reading magazines aimed at men, unable to find high-quality, interesting titles for women that was not steeped in fashion and gossip. “The aim is to profile incredible women who do incredible things across a range of sectors and disciplines – not to big them up in an over the top way, just to let their achievements speak for themselves. We’re not interested in that world of big name celebrities and interviews full of media trained responses where you end up finding out nothing of any meaning”, she adds. When it launched in November 2013, Riposte was a breath of fresh air to the overly glossy, largely imagefocused sector of magazines targeted at women. Here, finally, was a publication that neither talked about female

innovators as though all that mattered was their wardrobe choices, nor smothered you with a narrow, painfully academic view on what did or didn’t constitute feminist thinking. Instead it aimed to lead by example, celebrating women that were at the top of their game, whatever their game may be, and presenting the content with similarly smart and considered design and photography. Each issue presents five ideas, four meetings, three features, two essays and one icon piece, profiling women working in tech, music, design, science and visual arts. Essays and features cover a broad range of issues including art, design, music, business, innovation, politics, food and travel. Riposte has been admired for its bold approach to cover design, turning the conventions of women’s magazines on their head by relegating the cover photo to the outside back page and putting a purely typographic design on the front. 423

UNCONDITIONAL NEW YORK. 2015

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GAZINE FOR WOMEN BY WOMEN Creative Director Alexandra Nataf Fashion Director Ilona Hamer Managing Editor Nicholas Goodman Assistant Fashion Editor Mackenzie Thiry

„One thing that sets us apart - the most quintessentially Unconditional thing about it - is the community of incomparable women who have come into its orbit.”

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Unconditional is the visual expression of two friends - the photographer Alexandra Nataf and the stylist Ilona Hamer - who met one day at a restaurant opening in Los Angeles, but only four years later in New York the duo got together. The beginnings were a pure experimentation: choosing clothing from each other’s wardrobes, asking friends to model and shooting in their apartments. After some time the idea came into their minds to transform it into a printed magazine. They scheduled a meeting with Aaron Newbill at IMG and he was the first person to believe in their idea. He enabled them to get Bella Hadid, at that time barely starting as a model, for the cover shooting. Unconditional is not a typical fashion magazine. The aim of the magazine is to focus on the actual substance of the industry: Women. Women’s stories and their bodies; their lines, shapes, skin and figures; their experiences, interests and point of view. Made by women, for women, and primarily about women. Therefore, it is a new kind of

publication - one that celebrates this entire universe of impressive women - their lives, their work, and their style - and redefines how their stories are told in print. To say someone is Unconditional signifies a kind of sensibility in her approach to life: Who she is, what she loves, how she moves through the world and who she surrounds herself with. It immediately brings to mind someone smart and approachable; a woman with a well-defined vision and purpose and an appetite for learning. One who’s refined and has an ease about her, but generous with her presence and her thinking. Integrity, Simplicity and Intelligence are the three things brought to life in each issue. It is apparent in the editorial and design approach, but most felt in the way the magazine treats its subjects and readers. Each volume unpacks one clear idea, something timely but also timeless. It acts as a thread through every concept, image and quote, creating a distinct Unconditional universe. 427

MULIERIS MILAN. 2019

SAFE SPACE CREATED BY WOMEN FOR EVERYONE Founder, Director and Photographer Greta Langianni Director, Curator and Photographer Sara Lorusso Director and Curator Alice Arcangeli Illustrator Alice Arcangeli

„We start our conversation from the idea that there is a strong gender inequality in the art world, where women are disadvantaged and often relegated to secondary roles.”

Mulieris magazine was born as the practical project of Greta Langianni’s theoretical degree thesis. Greta, together with two other friends, decided to start the magazine as a personal challenge and make people aware of relevant topics from women’s eyes. It is a quarterly magazine for women and feminism. The magazine is created by three young women who see a strong gender inequality in the art world, where women are disadvantaged and often relegated to secondary

roles. Each issue explores a different theme, linked to a specific topic through several forms of art: photography, illustration, poetry, narration, painting, sculpture. Everything on Mulieris is created by women. Their goal is to give a free space to female artists to raise readers’ awareness of the condition and vision of women. They explore these topics with a female point of view. Among its pages, printed in different shades of pink, insights and interviews with Italian artists are featured.

WOMANLY NEW YORK, 2017

ART

&HEALTH ON THE GLOBAL WOMAN AND NON-BINARY Founders Attia Taylor, Ailyn Robles

„We want to bridge the gaps between generations, cultures, economic statuses, borders, and any barrier that society tells us should set us apart.”

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Writers and feminist activists Attia Taylor and Ailyn Robles, growing up, noticed major cultural barriers and information gaps that prevented important discussions about very common health concerns in my family and community. They created this magazine to fill the information gaps that we often see in our communities due to stigma, shame, inequality, and miseducation. So, Womanly Magazine started as a way to circulate women’s health information and resources through the lens of art. The magazine is fiscally sponsored by the Brooklyn Arts Council. Since its inception, the magazine has evolved to include 20 women working in various roles to build and expand this innovative online platform. They define their mission as “to bridge the gaps between generations, cultures, economic statuses, borders, and any barrier that society tells us should set us apart.”

Womanly has talented health care professionals on its team that dedicate their time to researching and reporting on the most accurate and relevant health information. They then take that information and pair it with art. They also have a talented team of artists who are committed to creating pieces that are accessible and they also collaborate with artists from our communities. Womanly approach to presenting health information is both unique together and apart. They are constantly learning from, challenging and inspiring each other to do what isn’t being done in the worlds of health and art. Through the print and digital content, Womanly lifts up narratives that are often neglected by the typical women’s magazine. It deals with subjects such as discrimination in the health care system, intergenerational concerns, and physical and sexual health and expression. 435

GURLS TALK UNITED STATES, 2017

SAFE SPACE TO SHARE AND LISTEN WITHOUT ANY JUDGEMENT OR STIGMA. Founders Adwoa Aboah, Holly Gore

„Everything I ever needed when I was at school. It’s a safe place - without stigma, without shame - where we challenge the social norms.”

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Gurls Talk began as an Instagram account in 2015, encouraging women to share their stories. Leading from her personal experiences with mental health, activist and supermodel Adwoa Aboah founded Gurls Talk to be a completely online platform on which anyone and everyone can share their experiences in a safe, judgement-free space. Girls talk empowers people to be honest, to question the world around us, to take action, and to strive for diverse, inclusive representation, equality and positive

change. By sharing experiences and creating safe spaces, their community breaks down boundaries and lifts each other up. They challenge stereotypes, they fight inequity, and together they change the world around them. They think that teenagers are often not listened to, that is why they came up with the idea of creating a ‚safe space’ for women - both online and offline. Adwoa Aboah said that she found a place that was “everything I ever needed when I was at school. It’s a safe place - without stigma, without shame - where we challenge the social norms.” 439

ROMANCE JOURNAL NEW YORK, 2019

A STATE OF FEELING

Founder & Creative Director Roanne Adams Art direction & Design Roandco Studio

„We wish to explore human experiences through the eyes of powerful, thoughtful, and creative humans awakening to their life’s purpose.”

442

Romance Journal is a publication devoted to exploring truth and raising our collective consciousness. In the midst of personal trials and global challenges each issue, based on a theme, will explore human experiences through the eyes of powerful, thoughtful, and creative humans awakening to their life’s purpose. The New York-based publication speaks to 10 inspiring women each issue, often about anxieties, fears and insecurities, and the growth and successes that birth out of those experiences. The first issue explores the role of emotion in life and work being the driving force behind the decisions we make. The second issue refers to resistance and focuses on each woman’s individual story and varied perspectives on politics, expression, social responsibility, and their efforts to create change. The third issue’s theme

is creation. Each woman featured is fueled by a magnetic desire to express herself fully and to use her influence to empower others. The strength of Romance Journal develops from a high standard of creative commissioning. Alongside in depth profiles on those who demonstrate the feeling an issue concentrates on, evocative portraits are featured which pinpoint and then highlight their personal strengths. A constant in each publication, despite their differing themes, is strong women who represent the core of the theme at hand. I was really curious to hear if the successful, creative women that I looked up to had ever struggled in their lives and careers with what to do next, says Roanne Adams, founder of Romance Journal. 443

BENCHMARK

Age

Price

20-35

€ 18

Actions Ambiance Club,

Meetings with readers, Events, Launch party, Workshops, Activities, Mentoring

E-store

Aesthetic

24-35

25+

28-46

30-50

20-40

25-46

£8 $ 16

£ 28 $ 21 € 27

£ 10 $ 16 € 15

£ 16 $ 20 € 18

/

€ 20

$ 12

Community events, Donations

Meetings with readers, Launch party

Charity

Meetings with readers, Events, The Club

Launch party

Launch party, Talks, Debates, Exhibitions

Archival issues, Coasters, Tote bag, Cosmetic pouch

Archival issues, Mini magazine, T-shirt, Blanket, Cocktail, Needle

Archival issues

Archival issues, Bundles, Posters

Archival issues, Tote bag

/

Archival issues, Art prints, Creative Journal, Treasure pouch, Agenda, T-shirt

Clothing, Water bottle, Tapestrie, Stickers, Tote bags

Directional Empathic Fresh

Playful Genuine Safe

Provocative Direct Pink

Illustrated Honest Therapeutic

Essential Modern Structured

Romantic Experimental Daring

Colourful Young Inspirational

Clean Refined Affluent

Magazines, Influencers, Artist and brands collaborations, Famous people

Artists collaborations

Artists and therapists collaborations, People’s donations

Artists and brands collaborations, Famous people

Organization, Brands collaborations

Artists, influencers and activists collaborations

Famous people

Instagram 262K Facebook 2.5K Twitter 4K YouTube 1.7K

Instagram 7.7K YouTube 34

Instagram 14.4K Facebook 1.6K Twitter 550 YouTube 11

Instagram 141K Twitter 21K Facebook 59K

Instagram 6K Facebook 140 Twitter 37

Instagram 35K Twitter 6.5K Facebook 1K

Instagram 63K Twitter 600

Events: New York, Los Angeles, London

Italy

Philadelphia, Baltimore, Oakland, New York

Worldwide

USA, United Kingdom, Germany, Netherlands, Portugal, Romania, Singapore Hong Kong, China, Australia, Mexico

United Kingdom, Netherland, Belgium, Spain, Germany, Switzerland, Denmark, Italy, Finland, Portugal, Norway, France, Sweden, USA, Canada, Beirut, Hong Kong, Singapore, Seoul Taipei, Tokyo Australia, New Zealand

USA, Canada, Australia, New Zealand, China, Korea, Taiwan, Great Britain, France, Italy, Germany, Netherlands Portugal, Sweden

Promotion People, Artists and brands collaborations, Organizations

KPI

16-30

Instagram Pinterest Spotify

Distribution Florence, Milan,

Perugia, Amsterdam, Berlin, London

/

POSITIONING MAP

social intent

defined

Our positioning map displays the selected competitors based on community-building and the target audience. The horizontal axis refers to the first value with the parameters: social intent and indifference. Social intent stands for how strongly the brand is willing to support their people by making them part of their activities. On the contrary, indifference means that the magazine is passively engaged with their audience due to lack of a complex and meaningful purpose. The vertical axis relates to the process of self-definition in terms of life stage and mindset. To-be-defined speaks about the fact that the target persona is still on her way to determine where she is going and what she wants to achieve in the future. On the other hand, defined refers to those who are aware of their goals and are on the right direction to feeling self-fulfilled. We have placed ourselves on the upper-right part of the map with the highest scores in social intent and to-be-defined. Therefore, we consider our brand to be within the framework of the blue ocean, meaning that we possess a wider, deeper potential of market space that is not yet explored. The majority of our competitors are placed on the opposite side of the axes - high in social intent but addressing a more self-defined audience. 446

to be defined

indifference

447

STRATEGIC STRATEGIC INNOVATION INNOVATION CANVAS CANVAS + P E R C E I V E D P E R F O R M A N C E Authenticity

Positive

Community

Unconditional The Gentlewoman

Romance Journal

Growth

Womanly

Ambi

Riposte Mulieris

Self-definition

Gurls Talk 449

STRENGTHS Spokesperson of young women in their phase of self-definition Neglected target by the market Strong network of like-minded women Spreading positive and novel mindset in a practical way Stories that stand out from the sea of ordinary content Bespoke online coaching programs created by industry professionals Private mentoring as a source of income for young women Content presented as a creative manual Silent, curated advertising OPPORTUNITIES Fragile mental health and high social pressure of the Millennials Extending the medium to HR services - Talent scouting and job matching Over-digitalization of the society Renaissance of paper - Print as the new premium Good performance of independent magazines in terms of turnover Increased interest among concept stores in carrying unique offering Museums, schools and institutes subscriptions give steady income Internet as an ally in building brand recognition Shift in social media role in our lives - from superficiality to activism Increased interest in interactive content

SWOT ANALYSIS

WEAKNESSES Limited number of coaches and mentors, initially High starting costs due to multi-sided activity Lower visibility due to biannual editions Limited readership due to only female consumers Higher price point than other publications Challenging store selection Delicate personal topics create communication challenges THREATS High possibility of idea theft Different taxation rates makes the international distribution complex Unstable currency exchange performance globally Celebrity-influenced mindset of our target generation - millennials Economic downturn - decreased interest in secondary goods and services

INDEX OF POSITIVITY

64

out of 100

450

451

Business Model Canvas Value Proposition Canvas Save Framework 3 years Distribution Plan Print - Digital - Social Brand Ambassadors Collaborations Ambi App Trade Fairs B2B Advertising B2C Advertising Digital Marketing Strategy SOSTAC Digital Goals Promotional Campaigns

5

She feels ordinary while being extraordinary.

BUSINESS MODEL CANVAS KEY PARTNERS

Gurls Talk Financial support

The Student Hotel Events support

Brand, artists and organizations collaborations Audience participation

KEY ACTIVITIES

Biannual collectable manual Content creation

Multi-sided digital platform Interactive content

Events Workshops Activities Consultancy

Coaches and Mentors

STUDENTS -

Community integration

Self-acceptance

Educational and pratical guide Stereotypes and social judgements free mindset Space for meeting like-minded people

Respect and fullfilment

KEY RESOURCES Writers Photographers Artists Graphic designers Brands Physical and IT infrastructure Network of talented individuals, coaches and mentors

COST STRUCTURE Magazine and products development Consultancy services Contributors fees Events organization Sales and marketing costs General and administrative costs

454

CUSTOMER RELATIONSHIP

Individual personal assistence Feedback

CUSTOMER SEGMENT Young women with a creative mindset aged 20-35: - Students - Career Entants - Employees

PROFESSIONALS -

Brand ambassadors Ambi women

VALUE PROPOSITIONS

Directional consultancy Self-empowerment and personal growth Better performance in the working enviroment Space for meeting like-minded people

CHANNELS

Website Manual Social media Newsletters Direct marketing

REVENUE STREAMS Copy sales Online consultancy Subscriptions Events E-store Advertisers

455

VALUE PROPOSITION Ambi is a creative medium composed of an indie magazine, and a multi-sided digital platform that leads young women throught their self-definiton phase.

CUSTOMER SEGMENT Female students, career entrants and employees aged 20-35.

Provides clarity and overview Enables a change of mindset

The Value Proposition Canvas helps us to clearly identify the bond between the services we offer to our customers and their preferences. It focuses on achieving better strategic conversations and therefore pinpointing the exact requirements of our target audience.

Cross-channel integration between print-digital-social

Self-empowerment and personal growth

Safe and trustworthy environment

Change of perspective for the future

Educational and practical guide

Easy and direct communication

Positivity over negativity

Integration into community

Ensures better performance Facilitates social interactions

Creates a space for meeting like-minded people

Fights against stereotypes and social judgments

GAIN CREATORS

GAINS

PAINS Lack of self-appreciation

Online platform promoting community talents

PAIN RELIEVERS PRODUCTS & SERVICES

Individual, personal assistance

Loyal customers Ambiance club

Enables direct communication Provides an authentic source of support

Community integration: Events Workshops Activities Mentoring

E-store

Unclear job requirements

Looking for support

Overabundance of opportunities

Feeling better mentally and physically

Social pressure and judgement

Looking for direction in life

Anxiety about what the future holds

Clarity of options Lack of a supporting community Provides a betterquality of life

Willing to share experiences and give advice

Being in an confusing period of life

Biannual, collectable, manual their thoughts

CUSTOMER JOB

Appreciating themselves

Feeling integrated into a larger community

SAVE FRAMEWORK SOLUTION

We live in an over-saturated fastpaced world - surrounded by constant news, perfect beauty images and social exposure. This issue mostly relates to young women - students and recent graduates, who are experiencing difficulties in deciding their direction in life. They are mostly creative minds, motivated and ambitious with too many opportunities to choose from. Nowadays we are afraid of showing our weaknesses. Nobody is teaching us how to deal with doubts and downs. In order to address this aspect of the society, we established the creative medium - including a biannual niche magazine and a multi-sided digital platform. Our aim is to lead young women through the phase of self-definition by being the authentic spokesperson of our generation. We serve as a guide for collective support and change. We will change the mindset of our audience by showing that vulnerability is a strength - a character feature by many associated with excruciating embarrassment, is indeed a call to courage. Here is the birthplace of joy, creativity, belonging and love. By starting to understand our importance, we begin to build our own hierarchy of values. Making the first step derives from within ourselves. This is where the most significant change is made in order to be able to share your story with others. Through a like-minded community, collectively and individually we reach the fine level of self-acceptance and confidence. And we are ready to make significant changes in our lives.

Our activity is based both offline and online. Biannually printed magazine and multiple events organized throughout the year form the physical presence, whereas the website where we feature articles, videos and products for purchase is our digital space. Analyzing our clients’ interests and preferences, we were able to determine the places they visit, objects they use and people they interact with. The young women we speak to, are socially active. They love discovering new places and they appreciate the beauty of architecture, art and design. Openair places, literary cafes, bistrots are the places that they often frequent. When it comes to their hobbies, they enjoy vintage and flea markets, outdoor sports and travelling. It is important for them to dedicate some time just for themselves, it helps them to disconnect from the daily routine and too many thoughts. Observing the online activity of our target persona, we are reassured that social media and web-browsing contributes essentially to their lives. As an open-source medium, we pay the utmost attention to our audience. We are welcoming them to be part of our collective by making space for exhibiting their work and talents. The magazine is the most content-driven form. We take into consideration the voices and opinions of our generation of young women, that is why they give us inspiration and topics to talk about in the magazine. On the website, we have a specially dedicated tab - Share Your Work - where we feature an open call for individual contributions. What is more, the e-store will display and sell selected works of people from our community. In this way, they gain 360° access to our universe. By visiting their favourite concept stores, cafes, bookshops, taking part in workshops and events, reading their daily blogs and browsing through their must-see Instagram pages - they get into contact with us, because we are there to meet and greet them.

ACCESS 459

VALUE

When creating value for our customers, we keep in mind their needs and wants. Answering to their problems and requirements is our main focus. We provide our community with a thoughtful and outspoken manual that serves them as an engine for showing them their way, getting to know themselves completely and eventually gaining self-confidence. Spotting this social change and targeting the right audience by proposing to them the credibility and aesthetic they are looking for are the key elements of our strategy. Nowadays, sales are not generated only by the price and functions of an item but fairly made by addressing emotions and common beliefs of our niche target market.

Considering the delicate process that our readers are facing, we are very careful and determined in our communication with them. The complexity and relevance of self-definition is shaping the way we approach them. It is a challenge to speak about personal matters with a touch of positivity and wit but it is the most effective way to be remembered and to make a transition. Keeping in mind the importance of the matter we are dealing with, collaborations with industry insiders and professionals are forming our conversation with our audience. Fashion, art and design students are the ideal target who comprehends our vision. Here, we find people who are deeply focused on their personal growth and we want to encourage them to get involved in sharing their experience with others. We are providing them with the space for selfdevelopment. Web - serve as a tool to educate our visitors in an entertaining way by covering various topics and issues. Coaches, mentors and entrepreneurs will be invited to share their experience that will motivate our audience. Articles Podcast Videos Counselling Events - are organized with local organizations and professionals, who share the same cause and purpose. Their objective is to inform and spread awareness about topics that are not sufficiently addressed throughout our education at schools and at home. Lectures Q&A sessions Guest Talks TEDtalks Workshops

EDUCATION

461

DISTRIBUTION PLAN

Being an independent magazine publisher, distribution is a challenge for us. The smaller we are, the harder it is. The paper industry is still geared towards the traditional publishing model of larger commercial publishers, which expect a high turnover of cheaper products, with room for wastage. Our distribution model is completely opposite - we cater for the premium market that pays attention to the quality of the product. We will distribute our magazine through two channels: online and offline, which will be developed in the following years. We are based in Florence that is why our first focus is Italy with the perspective to hit the European markets later on. For our distribution strategy, we follow these steps: Approaching retailers - we will create our custom list of places where we wish to distribute our magazine. In the first step we have to convince the shop owners/managers that our magazine is worth featuring in their store and e-commerce. Striking a deal - refers to exchanging contracts, including an agreement on what percentage of the cover price we will get from each magazine sold and negotiating the payment terms. On consignment - we supply copies of our magazine to the retailer, which sells them on our behalf. Shipment of copies - First issue is shipped to each trading partner. Our magazine is on sale - invoices are sent to retailers at a pre-agreed price for copies sold. Feedback - we receive information from the retailers about how many copies have been sold. Payments - are made based on individual agreements, usually on a monthly basis.

3 YEARS PERSPECTIVE 463

464

Website Frab’s Magazines

The Student Hotel, Florence Bjork, Florence Fashion Room, Florence Todo Modo, Florence Edicola 518, Perugia Verso Libri, Milan Athenaeum, Amsterdam Soda Books, Berlin MagCulture, London

OFFLINE

We plan to start our distribution personally within a DIY model. For a small company, the advantages of such a distribution are surpassing the negative aspects. First of all, the financial gains are higher as there is no middleman - the distributor. Therefore, the cover price of the magazine is divided between the publisher and the retailer and we are not obliged to pay a substantial percentage to the distributor. Consequently, we are paid faster based on the terms negotiated with each retailer accordingly. When it comes to the development of our business, we can process gradually as we will have a very clear idea of our stockist and every next issue can be planned according to the obtained revenue. We are aware of the fact that building a distribution channel directly is a big investment of time and effort. Even though it requires keeping track of each retailer individually, we see this as an opportunity to have a steady development and personal relationship with the owners. For the first year, our online website with e-commerce is the heart of our distribution. We can control it completely by adjusting our offer to the preferences of our clients - we can feel the changes and react fast. Being digitally available is our goal as we know how important Internet and social media is for our target market. By selling on other online platforms we are increasing our chances to be discovered and purchased. When it comes to the physical presence for Issue 0, our focus will be placed on Italy as this is where our creative activities are headquartered and we have direct access to our audience. Following with the next issue, we are not limiting ourselves just to Italy and we want to explore the possibilities that other European markets provide. That is why for the first year, we want to select a modest number of retailers in countries where high quality publishing is appreciated. Moreover, we believe it is highly-effective to distribute the copies of our magazine in places that our target audience frequents - for example, The Student Hotel is strategically relevant to us as it is the home for many students and creatives from around the world.

ONLINE

YEAR ONE

465

The second year’s distribution aim is to keep extending our physical presence in Italy and across other countries in Europe. We will boost as well our official site to generate more traffic and encourage direct online purchases through our and our partners’ websites. Additionally, we want to introduce the option for our loyal readers to subscribe to our magazine as the best way of selling a magazine is through subscription, because it means guaranteed sales.

ONLINE

YEAR TWO

Corraini 121, Milan Libreria Marcopolo, Venice Soul Studio Store, Rome Papercut, Stockholm Do you read me?!, Berlin La Fabrica, Madrid

OFFLINE

Website with subscription option Stack Magazines

466

467

We have looked into the possibility of outsourcing the distribution to a fulfillment company but we see that an in-house distributor is more convenient both communication-wise and economically. We do not have to share 55 percent of the cover price to an outside company and the payment is received faster and directly. On the contrary, we have to take into consideration that the shipment costs as well as hiring an employee is our responsibility.

MagCulture

Libreria Brac, Florence Triennale Bookshop, Milan Tenoha, Milan Tate Modern, London Liberia Dada, Valencia

OFFLINE

Starting from the third year, we want to hand the distribution to an in-house employee dedicated specifically to this process. We see it as an opportunity for us to free up our time to focus on the magazine creation and curation. From the technical point of view, it is a faster way of increasing the circulation, and therefore our print run. We can get readers that we might have otherwise not reached because our distributor will be dedicated just to exploring new places for enlarging our sales outlets. What is more, the bigger we go, the greater traction we get with advertisers.

ONLINE

YEAR THREE

469

OCT-DEC 2020

Y1 2021

ambi.creatives.com with subscription option Stack Magazines

Y3 2023

ambicreativescom

ambicreatives.com Frab’s Magazines

ONLINE

ONLINE

ONLINE

ONLINE

ITALY

ITALY

ITALY

Bjork, Todo Modo, Fashion Room, The Student Hotel (Florence) Edicola 518, Perugia Verso Libri, Milan

OFFLINE

EUROPE Athenaeum, Amsterdam Soda Books, Berlin MagCulture, London

OFFLINE

470

Y2 2022

Corraini 121, Milan Libreria Marcopolo, Venice Soul Studio Store, Rome

OFFLINE

MagCulture

Libreria Brac, Florence Triennale Bookshop, Milan Tenoha, Milan

OFFLINE

EUROPE

EUROPE

Do you read me?, Berlin Papercut, Stockholm La Fabrica, Madrid

Tate Modern, London Liberia Dada, Valencia

OFFLINE

OFFLINE

471

COMMUNICATION PRINT DIGITAL SOCIAL OUR COMMUNICATION STRATEGY IS BASED ON THREE INTERCONNECTED CHANNELS: PRINT, DIGITAL AND SOCIAL - PRINTED FORMAT, ONLINE FORMAT, LIVE FORMAT. HAVING THIS OMNI-CHANNEL APPROACH ALLOWS US TO STAY CONNECTED WITH OUR AUDIENCE ON MANY LEVELS. THROUGH THIS, WE ARE ABLE TO BUILD CONFIDENCE, INCREASE THE NUMBER OF LOYAL CLIENTS AND SPREAD AWARENESS ABOUT OUR MEDIUM. WE ALWAYS FELT THAT PRINT, DIGITAL AND SOCIAL NEED TO STAY CLOSE TO EACH OTHER - SUPPORTING AND COMPLETING ONE ANOTHER.

472

473

Print and digital are equally important for our business. They’re very different and they benefit us in several ways. Digital attracts a high volume of readers, allowing instant and constant interactions with them. In the form of bespoke publication not seen in the magazine, such as video content and quick-release editorials. What is more, it is a great tool for promoting new issues, events and products. Therefore, it creates additional traction with readers. From a sales point of view, the website serves as a direct distributor of the copies of our magazine with high profit margins. It can also generate advertising revenue, as brands might be interested in filling both physical and online space.

In a world that is becoming more cloud-based and more desktop-based, print is charming. It possesses magical features because it is physical and tangible. It is a special object for collecting and keeping. It has a longevity on the retail shelf and as well on the bookshelf at home. People want to collect it in a similar way to how they collect works of art. Magazine offers a space for experimentation, where creative layouts, good paper, beautiful design, photography and illustration meet. For us, the printed magazine is at the heart of our activity - our core product. Additionally, it serves as an inspiration and holds the reader’s attention with long-term articles. From a sales perspective, the high-end print appeals to premium advertisers.

DIGITAL

PRINT

474

A strong social media base is our basis for building up a community because it creates instant engagement and allows for conversation with readers. Due to its high-volume reach, the impact of change that we can make within our audience is significant. Whether you’re reading our magazine, browsing through a blog post, looking at our Instagram or flicking through Pinterest, you have a very clear indication of who we are and what we do. It is achieved through a coherent and strong communication strategy. Our presence on social media serves as a way of letting the audience see what we stand for without allowing them to get inside each issue. The last thing we want to do is to denigrate the brand image. Being mysterious is one of the key factors that helps us build excitement and curiosity among our readers. Financially speaking, social media is useful for promoting sales by directing traffic to our online platforms. Instagram, Pinterest and Spotify are the social media platforms that we will use. Instagram is our main channel as it boasts highest engagement among the audience. It allows us to create a warm relationship with our readers, especially by using the live videos and IGTV features. They are a direct way of addressing the audience and seeing their immediate response. Another useful aspect of the presence on Instagram is the power of hashtags. By creating our own, we are giving our community a possibility to identify themselves with our brand and find other users who are open for a virtual discussion. On our side, we are able to determine our target online market better and understand their needs. Additionally, it serves as a promotional space where we find new customers. Pinterest is a visual-driven place, similar to Instagram yet it is highly targeted toward women with an 81% female user base. It is here where we share our inspirations and creative content with the users. And Spotify is purely for expressing our taste in music and therefore giving our readers the place to listen and enjoy it. Throughout this we build a solid community of people who share similar preferences and are able to go into a discussion on what they like and dislike.

SOCIAL 476

SOCIAL CHANNELS

PINTEREST

SPOTIFY

BRAND AMBASADORS We are aware of the fact that regular people who gather during multiple events spread awareness among their social groups through word of mouth. That is why, our loyal readers are our brand ambassadors. We are not interested in featuring VIPs, celebrities and stars on our covers because they our community cannot relate to them. Our objective is to show authenticity by prioritizing the needs of our audience. They deserve proper and thorough attention. What is more, the artists - emerging and renowned ones - are the ambassadors for our brand. As we want to keep personal relations for our collaborations, we are choosing artists that represent our DNA completely and support our mission to lead young women through their phase of self-definition. After all, they all form part of our community and share similar thoughts and feelings.

COLLABORATION Taking into consideration the identity of our brand and the social aim, our collaborations will take place mainly in the form of events. The objective is to enlarge our target group and spread awareness about our company without weakening our brand image. As we are an emerging company, we want to collaborate with other organizations that support a similar cause and talk to the same target group. For instance, The Student Hotel addresses young, creative people by giving them space for development. Girl Gaze assists talents to find their place in the career market. Moreover, our creative medium organizes many activities that bring together members of our community. Tours, sports, lunches in collaboration with local brands, companies and freelancers will take place. Throughout these collaborations, mutual promotion is established from which both sides benefit. When it comes to our e-commerce activity, the second year we aim to feature limited product drops signed with renowned artists. We will collaborate with them to develop graphic patterns to be featured on various products and sold through our e-commerce. They are considered to be the premium line of our products and therefore the price point will be slightly higher than the usual ones. The drops will have an expiry date and will stay on sale for the period of six months which will coincide with the release of the magazine.

AMBI APP During our second financial year, we plan to create an app to facilitate a faster and more convenient access to our services. Our audience will need only their phones to enter the universe of Ambi - read latest articles, book their place for events, reserve consultancy appointments and shop our products. What is more, with the app we provide them an immediate access to their profile with their calendar and all bookings, which makes it easier to reschedule sessions and schedule their life agenda.

FAIRS Our participation in the most important fairs within independent publishing is a must-go on our calendar. Exhibitions are the place where industry insiders meet and discuss their projects. Therefore it is an opportunity for us, the magazine founders, to introduce our project to an audience of people who share the same passions and business profiles. For the first years, we will stay in Europe and take part in the fairs dedicated to independent magazines and books. London Book Fair - United Kingdom London, September Indiecon - Germany Hamburg, September Sprint - Italy, Milan, November Fruits - Italy, Bologna, February

AMBI WOMEN 480

481

ADVERTISEMENT

STRATEGY

As a creative medium we will provide the companies with the possibility to feature advertisement on our channels, both online - the website and offline - the magazine. Additionally, we will promote our activity through different platforms.

To start the process of finding advertisers, we will build a mailing list for all the contacts at brands and media agencies that we would want to have featured in our magazine. We will try to reach out to them personally, through emails, Linkedin accounts and Instagram direct messages. For B2B advertising strategy, we follow these steps: Media pack - is our prime sales tool. It presents all the information an advertiser will need to know in one handy place, acting as an ambassador for our title in every sense. The aim is to channel the look and feel of the magazine by accentuating our strengths and unique features. Companies list - we list all the brands we want to promote from industries such as: fashion, beauty, art and design. Database - here we compile the contact list with key people in each company, such as marketing directors, PR people and brand managers. First approach - will be made by a presentation email where we will introduce our medium, followed up with an emailed media pack. Keep talking - we will let them know about new things we are doing and opportunities to work together.

Our strength as a medium is that we have a high-quality publication with a determined target market and we can offer a detailed and curated space for advertising. The main objective is to silently incorporate the advertising into our regular content. Our platform is not made to be over-saturated with glossy advertising but focused on selected, few. While choosing to promote a brand or company, first of all we look into the preferences of our target and ask ourselves if it is coherent with their lifestyle. Simultaneously, we look at the personality and aesthetic of the advertiser. It has to be in-line with our brand DNA. Their visuals need to be adjusted to our content, perfectly matched and fitted within the structure of our channels.

B2B ADVERTISING

Keep records - we will track the people we contacted and sent emails to, so that we have an overview of the companies interested to collaborate with. Deal - as we get to know each other better, build a more confidential relationship, we are able to complete negotiations and close the deal. Looking at the benefits that the advertising space provides to our company, one of the most substantial is the financial stream that is created. It brings higher revenue compared to the income gained from the copy sales. The advertising money can be then spent on production, events organization etc because it provides the company with a fast and steady cash flow. By associating our company with other powerful brand names, we obtain leverage in the form of valuable assets which are our potential readers. 485

B2C ADVERTISING As we are a start-up it is very important for us to promote our activity by spreading our brand identity and expanding the brand equity. Our primary objective is not just to reach new potential customers but to establish an emotional tie with them and transform them into loyal ones. What is more, we aim to increase our brand awareness and provoke sales. Addressing complex and sensitive issues, inclines us to approach our audience with calculated delicacy. Authoritative, bold statements and strong, witty language are part of our universe and therefore will be implemented into our promotional strategy. We will follow a cost-effective, unconventional marketing tactic that yields maximum results - the guerrilla strategy.

GUERILLA MARKETING

Our marketing strategy includes printed materials which will be distributed in schools and institutes.

Leaflet - made for students and creative minds, our target market, and distributed inside the educational institutions. The main aim of the leaflet is to provoke curiosity. We will place sheets of paper with open-source questions, ‘take what you need’ from the given list of words and ‘Take a compliment’ from the given list of compliments in cafeterias and toilets. The open-source will feature questions such as: What is your escape from reality?, How do you cope with your weaknesses?, What would you change to fully accept yourself?, What makes you believe in yourself? We expect people to open up and answer in an anonymous way. Every leaflet will have the magazine’s email address written at the bottom so we will encourage people to contact us directly in case they feel like. The content gathered in this way will be featured in the printed magazine under the section - Share Your Thoughts. We are able to create content by using the exact words and thoughts of our readers and therefore it becomes valuable, honest and strong. 489

The ‘take what you need’ refers to a strictly inspirational activity. We want to make people feel better and smile after reading a motivational statement. At the reverse side of the word, we will place a short quote related to that emotion. For example: Happiness - Even if sometimes she forgets about us, we should never forget about her. Another objective of our strategy is to use outdoor advertising in a fresh way, giving it a modern perspective. We are not focusing on big formats such as billboards, posters and transit adverts because it is not what speaks to our audience. On the contrary, we will use the advantages of outdoor campaigns but give them new attributes. Through this approach we will be able to address our audience directly and get their attention in an unusual way. Stickers - will be sticked to the street signs and lamps, bus stops and advertising columns around the city. Stickers are a visual way to attract attention and create a lasting impression. They are spreading the personality of the brand - showing our positive and ironic side by featuring creative symbols and icons of the community incorporated with the logo of our medium. Open content - will be a middle-sized piece of paper hanging around the strategic parts of the city, where young people spend their time (bistrots, cafes, common spaces). They will feature illustrations, poems, writings, drawings and other creative forms of our community members and artists. They have a double function. They intrigue the readers and promote both the talents and our medium. Window display - is the window of a concept store - Bjork, or bookshop - Fashion Room, where new products are promoted. The presence of our magazine in this visually crucial place captivates the attention of the passers-by and stays in their memories. Upon agreement with the store owners, we will be able to propose a creative form of display.

491

494

496

DIGITAL MARKETING

STRATEGY Having an online presence is essential. At the very least, it’s a quick reference point for readers, and it is an important partner to the magazine in terms of content. The web allows you to publish articles in a matter of minutes and host films and animations. Most importantly, we are making intelligent connections using just the power of click and through that we build a loyal readership. We are digital first in our thinking because it is where the conversation is and where we are the closest and most exposed to our audience. The Internet is the talking point, a place for discussion and for keeping up to date with things. We always knew that the website and magazine had to be intrinsically linked.

502

E-MAIL

504

MARKETING

505

NEWSLETTERS - ISSUE RELEASE - EVENT FEEDBACK 506

507

SOCIAL MEDIA

ADVERTISING

The main and only social media channel that we will use for online promotion is Instagram. Instagram boasts more than 500 million monthly active users and commands one of the highest audience engagement rates in social media, 58% higher than Facebook and 2000% higher than Twitter. It is also worth mentioning that Instagram’s user base alters heavily to the 18-29 range and slightly more toward females and minorities. The advertising objectives are: awareness, consideration and conversion. Through this social media we can reach the right people at the right time based on location, interests, demographics, behaviors, custom audiences, and lookalike audiences. Unlike organic posts, Instagram ads can be made to link directly to the landing page, allowing for direct engagement with our products and services.

For our Instagram Advertising Strategy we follow these steps: Focusing on custom audiences - by pixel tracking, an email list or a followers list. Lists of users who have engaged with us in the past, perform the best. Expanding audiences - similar users are our next focus. Instagram’s algorithm is very good at finding alike audiences that will respond well to our ads. Custom photoshooting - we are using images of real people, not stock ones that are repeated everywhere. Bold offering - the visual nature of Instagram, makes it a perfect place for impulse buying. We will be offering compelling and emotional storytelling. Power of hashtags - Instagram is driven by them and they are a great way to connect with niche audiences.

508

509

Our promotional activities on Instagram include sponsored photos, video and carousel ads. We will take our readers on a visual journey that tells the story of who we are and what we are doing at the moment - in terms of topics we deal with and articles we feature. Every ad will be accompanied with a swipe up feature that redirects to our online website. Our objectives are to spread brand awareness by reaching the right consumers and building engagement and driving people to our website in order to make people interact with our medium. The Instagram campaign will be focused on Europe and women aged 20-35 who speak English and Italian. For the brand awareness, we predict the potential reach 34.000K and the daily reach of 4.9K - 14K. For the engagement objective we forecast a potential reach of 34.000K and a daily reach of 4.9K-14K whereas the daily number of post engagement can be estimated between 251 and 725. For the traffic objective we forecast the potential reach for 75.000K and the daily reach for 11K - 31K with the links clicks estimated to be between 78 and 224. Moreover, we will create a bespoke filter effect for our community. Our objective is to entertain the members by giving them a positive, fresh and creative tool to express themselves. Filters are trending right now on social platforms and are a simple way to use an aesthetic that someone sees as enjoyable. Taking into consideration the personality of our brand and our mission, we want to create a filter that will not only amuse the audience but will show that they belong to our community and support our idea.

INSTAGRAM ACCOUNT 510

511

AWARENESS

INSTAGRAM ACCOUNT 512

TRAFFIC

ENGAGEMENT

INSTAGRAM SPONSORED POST 513

INSTAGRAM ACCOUNT 514

INSTAGRAM SPONSORED STORIES - CAROUSEL 515

NATIVE

ADVERTISING

We will use native advertising as it fits perfectly into the identity of our brand - to be modest and direct. This form of advertising blends into our original content rather than stands out as an obvious ad. For this reason, we will place native ads in well timed social media feeds and on the web pages of online publications. Our energy and resources will be dedicated especially to native advertising because it is designed to be seamless and is digested by the audience much better than annoying banner ads, popups and pre-roll videos. The purchase intent on native ads instead of the traditional ones is 53 percent higher, because they are subtle, helpful, and non-intrusive. Keeping in mind our objective not to overwhelm but to encourage, this form of advertising matches perfectly the environment and creates a silent user experience so well that it is barely noticed.

Our plan is to feature social media posts on Instagram and editorial content on online publications. We will partner with brands, artists and organizations to create curated content for their Instagram feeds and websites. It will be a publication similar to the regular one and therefore consumers may not realize that they are clicking on a paid ad. That is because the service being promoted is highly relevant to the article’s topic and doesn’t devalue or detract from the content. Most importantly, the created content builds credibility and improves customer loyalty. It is crucial for us to team up with companies that match perfectly our brand DNA and are, at the same time, relevant to our audience. The objective is to convey valuable and useful information with the intention to educate and empower the new potential customers and make them aware of what we stand for - from the very first encounter with us. We would like to collaborate with The Student Hotel and Refinery29 as our target audience and brand personality are coherent with each other supporting a common purpose. Instagram sponsored post in collaboration with The Student Hotel

At Ambi we take the uncertainties and doubts under our control by delivering space to question, investigate and share experiences. We teach to be vulnerable in order to be daring. Take real actions and see powerful results. We are convinced that by coming together we can become individually and collectively stronger, inspire each other and influence a positive impact on the world. By sharing, we create safe spaces where our community breaks down taboos and lifts each other up.

ILLUSTRATED BY ALICE SKINNER

PROMO FEATURE

These women show us that self-development matters SARAH GRAHAM, ALICE SKINNER LAST UPDATED 1 JUNE 2020, 7:00

From the moment we become adult enough to go to school and learn on our own, we start a journey of self-development. It is a challenging process filled with mistakes, doubts and courage. We are part of the education system compulsorily, there is no way someone could just avoid going to school. By spending there 12 years of our lives, by investing time and getting emotionally involved, school becomes a crucial aspect of our daily routine. We are obliged to follow certain rules and behave according to societal norms. Here is where the development of skills - various for every individual - starts. We are told to function in a predetermined world, but nobody prepares us to face it, handle it and adapt to it. At Ambi, a network of young creative women, we place importance on working on our self-awarness by providing tools and techniques to cope with all aspects of our self. We are determined to lead the generation of young women through their phase of self-definition.

Each minutiae of how a woman’s body looks, feels, and smells, how it is clothed, coiffed, enhanced with makeup and other adornment, even how it speaks and moves or rests combines to express normative femininity successfully or not. Enormous ceaseless efforts of self-surveillance and selfdiscipline are required from an early age to produce the modern feminine body. Beginnings teach us to face what we never thought to face. To look where we never looked before. To risk what is stable. To change what is comfortable. To live fully.

WOMEN SHOW US THAT SELF-DEVELOPMENT MATTERS ORIGINALLY PUBLISHED ON 30 MAY 2020, 15:00 DEDICATED FEATURES

WRITTEN BY SARAH GRAHAM

The Conversation Start a discussion, not a fire. Post with kindness.

ILLUSTRATED BY ALICE SKINNER

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SPONSORED ARTICLE - REFINERY29 518

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519

INSTAGRAM SPONSORED STORIES - THE STUDENT HOTEL 520

521

SEARCH ENGINE

MARKETING

As we are a small startup business trying to build our online presence, the use of the paid search advertising is perfect for getting quickly in front of high-intent search prospects. Since paid search ads target specific search queries, people who will see our ads were already searching for a solution like ours. They are not just people accidently surfing the web, rather, they are likely interested in evaluating our product or service, either now or in the near future. It’s greatest strength is that we put our ads in front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase. Google platform, where we will conduct our online marketing, is providing free resources of real-time data and analytics, enabling us to learn about our campaigns and prospects and to see exactly what we are getting from the paid search marketing.

Search Engine Optimization It is a powerful way for our company to drive evergreen traffic to our website because it serves as the best way to increase visibility by using organic optimizations. This is especially an important tool for an emerging company, just like us, that is attempting to get its name out in the market. Pay-per-click Appear on the search engine results page and help drive relevant traffic back to the business’ website. It gives the advantage over our competitors by directing more qualified leads back to our site and eventually completing a valuable action such as purchasing a product.

DISPLAY

ADVERTISING

Y1

Y2

Social media ads

Social media ads

Photo/Video Stories Carousel Filter effect

Photo/Video Stories Carousel Filter effect Ambi App

INSTAGRAM

Y3

SEM

+

INSTAGRAM

Native ads

Native ads

Instagram posts Editorial content on online publications

Instagram posts Editorial content on online publications

SEO PPC

GOOGLE SEM

+

Fashion, Lifestyle, Design websites

GOOGLE

Display advertising is an important tool for increasing the results of our digital marketing. Display advertising is unique and presents exciting opportunities because it increases brand awareness by reaching consumers on a hyper-targeted level. Our aim is to place the paid advertisements in strategic places for our audience - online spaces that they visit, blogs that they read and shops that they purchase from, meaning fashion, lifestyle and design websites targeted towards young women.

526

The company is in the introductory phase

Creative medium - magazine and multisided digital platform

S Spread brand awareness

O

T

Build visibility through marketing activities

Digital marketing strategy

Guerilla Marketing

Web ranking keywords

Google Analytics

C

SEO - defining the right keywords to represent the positioning: florence female community, girls support florence, events for women florence

Google My Business account 

Display Ads: ads on fashion, lifestyle and design websites

Outdoor - Stickers, open content, window display

Print Advertising - Leaflets: Opensource questions, take what you need list of words

Interest - printed marketing

Native Ads: Instagram posts, editorial content on Results of paid online publications adverting

Social media: Photo and video ads, stories ads, carousel ads

A

O F F L I N E

Search Engine Marketing 

Direct the audience Social media, to our website native and display through various advertising  channels 

S

SOSTAC ONE

527

528

The company is in the introductory phase

Creative medium - magazine and multisided digital platform

S Build engagement

O

Create possibilities for offline engagement

Analyze the needs and wants of the target audience

User-friendly website

S

Filter effect

Discussions under posts

#IamAmbi/ iosonoAmbi on Instagram

Social media posts, stories and live videos 

Videos and podcasts 

‘Sharek’ section

Membership Programs

Archival issues

E-store

Articles posted every week

A

Community activities

Activities: - Tours - Sports

Workshops

Meet and Greet:  - Meetings with readers - Events - Launch party

O F F L I N E

Ambi App

Content marketing - website and social media

Multi-sided digital platform - space for interaction

T

Participants’ feedbacks

Followers check up on Instagram

Traffic and session duration on the website

Evaluation of the content

C

SOSTAC TWO

529

W E B S I T E

DIGITAL GOALS

S

Specific

M

A

Measurable

DIGITAL GOALS

YEAR 2021

R

Achievable

Realistic

T

Timely

S

Specific

MARKETING GOALS Google Analytics (Completed goals) CRM (Lead count)

Driving traffic by Guerilla marketing and paid ads

Enlarging our potential audience

12 months by January 2022

Leads quality and sales closing rate Unique visitor 8000

CRM (Marketing Qualified Leads and Sales Qualified Leads)

Effective calls-toaction and unique value propositions

Reaching potential Ambience Club members

12 months by January 2022

Conversion rate 1.2%

Google Analytics (Goal Rate)

Quality product photos, videos, and social proof

Supporting emerging artists and self-financing

12 months by January 2022

Awareness level

Survey users after using our services

Satisfying needs and requirements of our customers

Being a customercentric company

12 months by January 2022

Similar Web (Traffic and engagement)

Adjusting the website to the mobile use

Understanding the preferences of our target audience

12 months by January 2022

User satisfaction

Time to complete tasks

Google Analytics (Completed Goals)

Making the experience userfriendly

Maintenance Costs

Realistic

Survey users after using our services

Google Analytics (Time Spent, Events) – Time spent on a page; event triggers to time events

Satisfying needs and requirements of our customers

Improving online customer journey

Being a customercentric company

12 months by January 2022

Creating customer‘s retention

12 months by January 2022

Accounting or Timesheets (money or time spent on website maintenance)

Dedicating a monthly budget for maintenance

Reducing the risk of website’s crush

12 months by January 2022

OPERATIONS GOALS Enlarging our potential loyal customers

12 months by January 2022

Operational Costs

Google Analytics (E-commerce: Revenue)

Integrating digital-social-print

Supporting emerging artists and self-financing

12 months by January 2022

Average order amount € 23

Google Analytics (E-commerce: Average Order Amount)

Offering packages of services and product categories

Analysing the target audience properly

12 months by January 2022

Number of contributors 22 (coaches, mentors,

Quality product photos, videos, and social proof

Keeping high execution standard

12 months by January 2022

Contributors satisfaction

Product performance

Achievable

T

Timely

IT GOALS

Revenue € 84,303

Google Analytics (E-commerce: Product Performance)

Measurable

R

Usability Testing Tools (recorded user sessions)

SALES GOALS Number of purchases 300 monthly

A

CUSTOMER SATISFACTION

Number of leads Avg monthly visits 25,000

Device distribution 22% mobile 78% desktop

M

YEAR 2021

Accounting or Timesheets (money or time spent on various operations)

Investing in technological tools

Improving the work enviroment

12 months by January 2022

HR GOALS

magazine’s content)

Google Analytics (Completed Goals)

Networking and trustworthy reputation

Development of the company and its offer

12 months by January 2022

Google Analytics (E-commerce: Revenue)

Fair collaboration policy

Communitybuilding based on empathy

12 months by January 2022

I N S T A G R A M

DIGITAL GOALS

S

Specific

Total n. of followers 10,000 Monthly growth 830

M

Measurable

YEAR 2021

A

Achievable

R

Realistic

T

Timely

Ninjialitics

Increasing visibility through sponsored ads

Enlarging our potential audience

12 months by January 2022

Engaging community Avg engagement rate 4.8%

Ninjialitics

Involving our target in content creation and introducing Ambi's filter mask

Stimulating excitement and providing entertainment

12 months by January 2022

Brand awareness Total potential reach 34.000K Daily reach 2.5K-7.1K

Facebook Ads Manager (Instagram ads)

Building awareness through social media ads (posts, video, carousel)

Reaching appropriate target market

12 months by January 2022

Brand engagement Total potential reach 34.000K Daily reach 4.9K-14K Post engagement 251-725

Facebook Ads Manager (Instagram ads)

Creating interesting and appealling content stimulating discussion

Building community of likeminded users

12 months by January 2022

Brand traffic Total potential reach 35.000K Daily reach 9.9K-29K Link clicks 108-331

Facebook Ads Manager (Instagram ads)

Redirecting the traffic from social media to the website

Exploring opportunities for growth

12 months by January 2022

CRM, Instagram Direct messages, E-mail marketing

Friendly and welcoming approach to customer feedback

Being a customercentric company

12 months by January 2022

CRM

Respectful tone of voice and approach towards our audience

Maintaining a positive relationship with our audience

12 months by January 2022

Customer service/ support

Brand reputation (negative/positive)

532

W E B S I T E

DIGITAL GOALS

S

Specific

M

A

Measurable

DIGITAL GOALS

YEAR 2022

R

Achievable

Realistic

T

Timely

S

Specific

MARKETING GOALS Google Analytics (Completed goals) CRM (Lead count)

Increasing marketing and advertising budget

Enlarging our potential audience

12 months by January 2023

Leads quality and sales closing rate Unique visitor 20.000

CRM (Marketing Qualified Leads and Sales Qualified Leads)

Widening the offer of products and services

Retaining Ambience Club members and attracting new ones

12 months by January 2023

Conversion rate 1.3%

Google Analytics (Goal Rate)

Introducing limited product lines and interactive display

Supporting emerging artists and self-financing

12 months by January 2023

Awareness level

Survey users after using our services

Adjusting the offer to our customers’ preferences

Being a customercentric company

12 months by January 2023

Similar Web (Traffic and engagement)

Introducing the Ambi mobile app

Reacting to the needs of our target audience

12 months by January 2023

User satisfaction

Time to complete tasks

Maintenance Costs -3%

Realistic

Survey users after using our services

Google Analytics (Time Spent, Events) – Time spent on a page; event triggers to time events

Satisfying needs and requirements of our customers

Improving online customer journey

Being a customercentric company

12 months by January 2023

Creating customer‘s retention

12 months by January 2023

Accounting or Timesheets (money or time spent on website maintenance)

Dedicating a monthly budget for maintenance

Reducing the risk of website’s crush

12 months by January 2023

OPERATIONS GOALS

Widening the offer of products and services

Enlarging our potential loyal customers

12 months by January 2023

Revenue yearly € 134,888

Google Analytics (E-commerce: Revenue)

Improving the digital-social-print experience

Supporting emerging artists and self-financing

12 months by January 2023

Average order amount € 22

Google Analytics (E-commerce: Average Order Amount)

Offering new packages of services and product categories

Personalizing the offer to our target audience

12 months by January 2023

Number of contributors 32 (coaches, mentors,

Quality product photos, videos, and social proof

Keeping high execution standard

12 months by January 2023

Contributors satisfaction

Product performance

Achievable

T

Timely

IT GOALS

Google Analytics (Completed Goals)

Google Analytics (E-commerce: Product Performance)

Measurable

R

Usability Testing Tools (recorded user sessions)

SALES GOALS Number of purchases 500 monthly

A

CUSTOMER SATISFACTION

Number of leads Avg monthly visits 38,000

Device distribution 40% mobile 60% desktop

M

YEAR 2022

Operational Costs +10%

Accounting or Timesheets (money or time spent on various operations)

Investing in technological tools

Improving the work enviroment

12 months by January 2023

HR GOALS

magazine’s content)

Google Analytics (Completed Goals)

Networking and trustworthy reputation

Development of the company and its offer

12 months by January 2023

Google Analytics (E-commerce: Revenue)

Fair collaboration policy

Communitybuilding based on empathy

12 months by January 2023

I N S T A G R A M

DIGITAL GOALS

S

Specific

Total n. of followers 24,000 Monthly growth 1,160

M

Measurable

Ninjialitics

YEAR 2022

A

Achievable

R

Realistic

T

Timely

Improving visibility through sponsored ads

Enlarging our potential audience

12 months by January 2023

12 months by January 2023

Engaging community Avg engagement rate 3.2%

Ninjialitics

Involving our target in content creation

Stimulating excitement and providing entertainment

Brand awareness Total potential reach 34.000K Daily reach 4.9K-14K

Facebook Ads Manager (Instagram ads)

Spreading awareness through social media ads (posts, video, carousel)

Enlarging appropriate target market

12 months by January 2023

Brand engagement Total potential reach 34.000K Daily reach 6.7K-19K Post engagement 342-989

Facebook Ads Manager (Instagram ads)

Posting interesting and appealling content stimulating discussion

Enlarging community of likeminded users

12 months by January 2023

Brand traffic Total potential reach 35.000K Daily reach 12K-36K Link clicks 135-389

Facebook Ads Manager (Instagram ads)

Redirecting the traffic from social media to the website

Exploring opportunities for growth

12 months by January 2023

CRM, Instagram Direct messages, E-mail marketing

Friendly and welcoming approach to customer feedback

Being a customercentric company

12 months by January 2023

CRM

Respectful tone of voice and approach towards our audience

Maintaining a positive relationship with our audience

12 months by January 2023

Customer service/ support

Brand reputation (negative/positive)

536

W E B S I T E

DIGITAL GOALS

S

Specific

M

A

Measurable

DIGITAL GOALS

YEAR 2023

R

Achievable

Realistic

T

Timely

S

Specific

MARKETING GOALS Number of leads Avg monthly visits 43,000

Google Analytics (Completed goals) CRM (Lead count)

Increasing marketing and advertising budget

Leads quality and sales closing rate Unique visitor 27,000

CRM (Marketing Qualified Leads and Sales Qualified Leads)

Widening the offer of products and services and introducing bespoke HR

Conversion rate 1.4%

Google Analytics (Goal Rate)

Awareness level

Survey users after using our services

Device distribution 55% mobile 45% desktop

Similar Web (Traffic and engagement)

12 months by January 2024

Retaining Ambience Club members and attracting new ones

12 months by January 2024

Offering new limited product lines

Supporting emerging artists and self-financing

12 months by January 2024

Adjusting the offer to our customers’ preferences

Being a customercentric company

12 months by January 2024

Adapting to the needs of our target audience

12 months by January 2024

User satisfaction

Time to complete tasks

Google Analytics (Completed Goals)

Maintenance Costs -3.5%

Realistic

Survey users after using our services

Google Analytics (Time Spent, Events) – Time spent on a page; event triggers to time events

Satisfying needs and requirements of our customers

Enhaning online customer journey

Being a customercentric company

12 months by January 2024

Increasing customer‘s retention

12 months by January 2024

Accounting or Timesheets (money or time spent on website maintenance)

Dedicating a monthly budget for maintenance

Reducing the risk of website’s crush

12 months by January 2024

OPERATIONS GOALS

Widening the offer of products and services

Enlarging our potential loyal customers

12 months by January 2024

Establishing a collaboration with HR teams

12 months by January 2024

Operational Costs +11%

Google Analytics (E-commerce: Revenue)

Introducing new sources of income

Average order amount € 23

Google Analytics (E-commerce: Average Order Amount)

Offering new packages of services and product categories

Personalizing the offer to our target audience

12 months by January 2024

Number of contributors 42 (coaches, mentors,

Quality product photos, videos, and social proof

Keeping high execution standard

12 months by January 2024

Contributors satisfaction

Product performance

Achievable

T

Timely

IT GOALS

Revenue yearly € 163,071

Google Analytics (E-commerce: Product Performance)

Measurable

R

Usability Testing Tools (recorded user sessions)

SALES GOALS Number of purchases 600 monthly

A

CUSTOMER SATISFACTION

Enlarging our potential audience

Improving the Ambi mobile app experience

M

YEAR 2023

Accounting or Timesheets (money or time spent on various operations)

Investing in technological tools

Improving the work enviroment

12 months by January 2024

HR GOALS

magazine’s content)

Google Analytics (Completed Goals)

Networking and trustworthy reputation

Development of the company and its offer

12 months by January 2024

Google Analytics (E-commerce: Revenue)

Fair collaboration policy

Communitybuilding based on empathy

12 months by January 2024

I N S T A G R A M

DIGITAL GOALS

S

Specific

M

Measurable

YEAR 2023

A

Achievable

R

Realistic

T

Timely

Total n. of followers 40,000 Monthly growth 1,330

Ninjialitics

Improving visibility through sponsored ads

Enlarging our potential audience

12 months by January 2024

Engaging community (Avg engagement rate 2.9%)

Ninjialitics

Involving our target in content creation

Scouting for new talents

12 months by January 2024

Brand awareness Total potential reach 34.000K Daily reach 4.9K-14K

Facebook Ads Manager (Instagram ads)

Spreading awareness through social media ads (posts, video, carousel)

Enlarging appropriate target market

12 months by January 2024

Brand engagement Total potential reach 34.000K Daily reach 6.7K-19K Post engagement 342-989

Facebook Ads Manager (Instagram ads)

Posting interesting and appealling content stimulating discussion

Enlarging community of likeminded users

12 months by January 2024

Brand traffic Total potential reach 35.000K Daily reach 12K-36K Link clicks 135-389

Facebook Ads Manager (Instagram ads)

Redirecting the traffic from social media to the website

Exploring more opportunities for growth

12 months by January 2024

CRM, Instagram Direct messages, E-mail marketing

Friendly and welcoming approach to customer feedback

Being a customercentric company

12 months by January 2024

CRM

Respectful tone of voice and approach towards our audience

Maintaining a positive relationship with our audience

12 months by January 2024

Customer service/ support

Brand reputation (negative/positive)

540

WEBSITE FY1 - 2021

FY2 - 2022

FY3 - 2023

Total Visits

25K

38K

43K

Conversion Rate

1.2%

1.3%

x

45%

Traffic from Search

Traffic from Social Media

542

INSTAGRAM FY1 - 2021

FY2 - 2022

FY3 - 2023

Post Frequency

2/week

3/week

4/week

1.4%

Follower growth

10K

+14K

+16K

x

40%

Engagement

55%

60%

Type of content

(Likes, comments, share)

4.9K-14K day

6.7K-19K/ day

Photo 80% Video 20%

Photo 70% Video 30%

6.7K-19K day

Photo 60% Video 40%

543

LAUNCH CAMPAIGN

CREATIVE MEDIUM

ISSUE O

Website

O F F L I N E

O F F L I N E 544

Website Video

Guerrilla Marketing Stickers Open content: - Poems - Drawings - Writings - Illustrations

CREATIVE MEDIUM Social media

Sponsored Instagram ads Brand rapresentative Ambi women

O N L I N E

Video Podcast

Social media ads Guerrilla Marketing Stickers Open content: - Poems - Drawings - Writings - Illustrations

ISSUE 0

Sponsored Instagram ads

Launch

Instagram posts: The Student Hotel Editorial content on online publication: Refinery 29

Spring-Summer 2021

Native ads

The Student Hotel Ambassadors Contributors

O N L I N E

Issue 0 is the first edition of the magazine. It will be launched in October 2020 and the topic is Reality. Our creative medium is in the introductory phase, newly established and looking forward to highlighting our presence and spreading awareness about the company. The brand’s identity is all about supporting young creative women when dealing with future choices, searching for direction, empathy and understanding. Our objective is to address personal matters with a huge dose of positivity that is shown through an openminded, tolerant and easy-going mindset. It is about sharing, discussing and learning - not judging, shaming and scrutinizing. Our target’s media preferences include the online experience both on social media, online publications and our official website. When it comes to their physical presence - they enjoy spending time outside: at cafes, concept stores and bistros. Therefore, for the launch of issue 0 and our creative platform we decided to connect online - website, social media, native ads - and offline - printed guerilla marketing and the launch party. The event celebrating the release of the first issue will be hosted in the second week of October. We will invite everyone who helped us in creating the publication. The aim is to have an easy-going, friendly and warm atmosphere and spend some enjoyable time talking, smiling, eating and taking photos to remember how it all started. 545

USER’S PATH

CREATIVE MEDIUM

ISSUE O

PRE-LAUNCH

LAUNCH

FOLLOW ON

PRE-LAUNCH

LAUNCH

FOLLOW ON

Social media

Social media

Guerrilla Marketing

Social media

Event in Florence

Guerrilla Marketing

Hashtag

Brand rapresentative Ambi women

Sponsored Instagram ads

Filter Website Video creative medium

Sponsored Instagram ads

Hashtag Filter

Stickers Open content: - Poems - Drawings - Writings - Illustrations

Sponsored Instagram ads

Instagram Posts on The Student Hotel Hashtag Filter Website Video Issue 0

The Student Hotel Ambassadors Contributors

Stickers Open content: - Poems - Drawings - Writings - Illustrations

Online publications Editorial content on Refinery 29 Website Podcast on Issue 0

Milestones 3 YEARS FINANCIAL PLAN MAGAZINE + E-COMMERCE Sources and Uses Annual Recurring Costs Sales Forecast Marketing and Advertising Budget Profit & Loss Break Even Point Legal Form Trademark

She planned her future as unstable but it proved to be stable.

6

FINANCIAL PLAN

3 YEARS PERSPECTIVE

Purpose of our project We want to be the voice of the generation of young women who are in their phase of self-definition. While observing the situation of today’s young generation, we realised that we are constantly exposed to all aspects of our lives. The work-life balance is disrupted as we suffer from stress by leading our lives under pressure. The over-saturated fast-paced world surrounded by constant news, perfect beauty images and social exposure is the reality we have to face. People feel overwhelmed with the stimuli. They are looking for alternative ways of thinking and living. Their minds are filled with too many opportunities coming from various directions. Creative and ambitious people are those who are mostly affected by this social reality. It concerns mainly young women - students, recent graduates and career entrants - aged between 20 and 35 years old. They are in their phase of self-definition, looking for a direction and support in life. We are both women, about to graduate and delve into our first job experiences. We see how difficult and challenging it is for young women to function in this role dominated world. We dedicate our project entirely to women as we see how neglected this target market is - in terms of mental support and career-oriented mindset. 550

Objectives of our project For our first quarter we want to establish brand awareness in the context of supporting young female creatives on their quest for inner mental balance and professional direction. Our objectives are to create a user-friendly, interactive digital platform and a dynamic online community both on our website and social media. The first step in achieving it will be determined by creating educational and inspirational content presented in the form of interviews, articles, videos, podcasts, photoalbums and other live formats published on our official website and Instagram page. Another crucial element consists of developing bespoke complete coaching programs created in collaboration with professional coaches and divided into four levels. All above presented as an online course made available for everyone after becoming a member. Additionally, we aim to incorporate private sessions with professional coaches and introduce the concept of mentoring where senior colleagues are training and supporting the mentees. What is more, we will be launching the e-commerce, initially consisting of five product categories (art prints, creative journal, agenda, T-shirt and treasure pouch) and created in collaboration with Ambi talents who will prepare three unique patterns for the items in the collection.

For the year 2021 the independent inspirational and directional manual is launching in March 2021. It is published twice per year and encompasses the six months of our social activity delivered in form of unpublished and exclusive articles, interviews and photoshoots. Additionally, we are launching with offline events that are the meeting point for our community. They involve a wide spectrum of activities, ranging from workshops, private tours, meeting with readers, launch parties and events including guest lectures, Q&A sessions, guest talks and TED talks. For the year 2022 we plan to extend our e-commerce offer to more talent collaborations and development of more varied graphic patterns as well as implement a premium line of products co-created with renowned artists. Above all, we put emphasis on building an engaging online community under the name of Ambience Club. The main objective of this year is networking, meaning enlarging the amount of coaches and mentors in order to satisfy the demand of our growing audience. As well as introducing new bespoke programs addressing more aspects of our personal and professional life. Technologically speaking, we wish to create an app to facilitate a faster and more convenient access to our services. Our audience will need only their phones to enter the universe of Ambi - read latest articles, book their place for events, reserve consultancy appointments and shop our products. What is more, with the app we provide them an immediate access to their profile with their calendar and all bookings, which makes it easier to reschedule sessions and schedule their life agenda. 552

Educational and inspirational content: written (interviews, articles, photoalbums) interactive (videos,podcasts and other live formats) Directional and inspirational manual

1/weekly 1/monthly

35% Out of total revenue

1 Bespoke coaching programs

21% Out of total revenue

YEAR 2021 (including Oct-Dec 2020)

Private coaching sessions (4 coaches)

13% Out of total revenue

Private mentoring sessions (4 mentors)

3% Out of total revenue

E-commerce with 5 product categories

24% Out of total revenue

Network of contributors Events

Educational and inspirational content: written (interviews, articles, photoalbums) interactive (videos,podcasts and other live formats) Directional and inspirational manual

22 10/yearly 6/yearly

2/weekly 2/monthly 38% Out of total revenue

2 Bespoke coaching programs

22% Out of total revenue

YEAR 2022

Private coaching sessions (8 coaches)

14% Out of total revenue

Private mentoring sessions (12 mentors)

4% Out of total revenue

E-commerce + limited drop in collaboration with renowned artists

24% Out of total revenue

Network of contributors Events Ambi App

Educational and inspirational content: written (interviews, articles, photoalbums) interactive (videos,podcasts and other live formats) Directional and inspirational manual 3 Bespoke coaching programs

32 10/yearly 9/yearly 40%

Device Distribution

3/weekly 3/monthly 38%

Out of total revenue

23% Out of total revenue

Private coaching sessions (12 coaches)

YEAR 2023

15% Out of total revenue

Private mentoring sessions (20 mentors)

5% Out of total revenue

E-commerce + limited drop in collaboration with renowned artists

27% Out of total revenue

Network of contributors Events Ambi App

42 10/yearly 12/yearly 55% Device Distribution

Collaboration with HR consultants

brands

4

For the year 2023 we aim to introduce a new product category - a set of three ceramic pieces as well realised in collaboration with Ambience Club talents. The release dates of the new issues coincide with the premiers of limited product drops, that will be kept on sale for six months. For the third year our most challenging objective is related to establishing a relationship with leading companies who are offering valuable opportunities for young creatives. We aim to provide a link between our audience and job placements placing real people within real opportunities on the job market. Therefore, we wish to implement into our structure a new layer of activity in which we collaborate with HR consultants to create a perfect match between the two parties. We have the fundamentals of knowing completely what are the soft skills, aspirations and capabilities of the members of our community that is why we can provide both them and the companies with the most appropriate merger. Our quantitative objectives Quarterly 2020 - Total Sales is 4.353€ Profit before Taxes is - 7.139€ Year 2021 - Total Sales is 73.589€ Profit before Taxes is 4.891€ Year 2022 - Total Sales is 113.087€ Profit before Taxes is 32.635€ Year 2023 - Total Sales is 135.673€ Profit before Taxes is 56.833€ Our qualitative objectives are: Referral Hires - Building Team - Attracting Talent

SOURCES

AND USES

CREATIVE MEDIUM - MAGAZINE AND DIGITAL PLATFORM

USES Website development

€ 7,000

Trademark

€ 1,000

Legal

Computer

Programs

556

SOURCES Stakeholders’ Equity

€ 6,000

Sponsors

€ 14,000

Computer

€ 6,000

Programs

€ 480

€ 2,000

€ 6,000

€ 480

Warehouse Ownership

€ 60,000

Start up costs

€ 76,480

Working Capital

€ 10,000

Total Uses of Funds

€ 86,480

Warehouse Ownership

€ 60,000

Total Own Capital

€ 86,480

557

MAGAZINE

RECURRING COSTS per month

/

ISSN + Barcode * Marketing & Advertising

MARKETING & COMMUNICATION per year

per year

€ 230

Launch party

€ 1,093

€ 13,120

Podcast

€ 150

€ 1,800

Event

/

€ 1,200

Workshops

€ 600

* Staff

€ 19

€ 33,800

Tours

€ 100

* Contributors Fee

€ 100

€ 1200

Business cards

Printing

(Issue 0 + Issue 1) 2900 copies

/

€ 3,190

Guerrilla marketing

Packaging

/

€ 870

Shipment

/

€ 4,785

€ 1,462

€ 50,195

* Accounting & Legal Business Trips

Total

€ 500 € 2,000

DIGITAL PLATFORM

€ 250 € 3,620

Native ads

€ 4,000

Instagram+Online publications

Total

€ 13,120

STAFF

Total annual recurring costs (magazine + digital platform)

RECURRING COSTS per month

per year

Web Maintenance

€ 50

€ 600

Mailchimp

€ 14

€ 168

Google Business Suite

€ 21

€ 250

Products Production

/

€ 2,090

Packaging

€ 42

€ 510

Shipment

€ 223

€ 2,674

€ 265

€ 6, 292

Total

€ 50

Instagram ads

* It refers to both magazine and digital platform

558

€ 2,000

Employees

Working months

Salary per month

Average per year

Founder

1

12

€ 1,200

€ 14,400

Founder

1

12

€ 1,200

€ 14,400

Graphic designer

1

5

€ 800

€ 4,000

€ 66,487

Total

Gross

€ 3,200

€ 32,800

GOOGLE BUSINESS SUITE [email protected] [email protected] [email protected]

559

October

November

December

Avg COGS

55

Art Prints A5

€ 0.13

€ 0.13

€ 0.13

€ 0.13

21

38

Art Prints A4

€ 0.17

€ 0.17

€ 0.17

€ 0.17

5

11

22

Art Prints A3

€ 0,50

€ 0,50

€ 0,50

€ 0,50

13

15

24

52

Creative Journal

€ 2.00

€ 2.00

€ 2.00

€ 2.00

Agenda 13cmx21cm

15

6

11

32

Agenda 13cmx21cm

€ 3.80

€ 3.80

€ 3.80

€ 3.80

T-shirt

20

15

25

60

T-shirt

€ 3.70

€ 3.70

€ 3.70

€ 3.70

Treasure Pouch

3

4

9

16

Treasure Pouch

€ 3.20

€ 3.20

€ 3.20

€ 3.20

November

December

Total Products Sold

Art Prints A5

10

12

33

Art Prints A4

8

9

Art Prints A3

6

Creative Journal

Products Price

Revenue

Margin per Product

October

November

December

Avg Margin

€9

Art Prints A5

€ 8.87

€ 8.87

€ 8.87

€ 8.87

€ 16

€ 16

Art Prints A4

€ 15.85

€ 15.85

€ 15.85

€ 15.85

€ 23

€ 23

€ 23

Art Prints A3

€ 22.50

€ 22.50

€ 22.50

€ 22.50

€6

€6

€6

€6

Creative Journal

€ 4.00

€ 4.00

€ 4.00

€ 4.00

Agenda 13cmx21cm

€ 22

€ 22

€ 22

€ 22

Agenda 13cmx21cm

€ 18.20

€ 18.20

€ 18.20

€ 18.20

T-shirt

€ 24

€ 24

€ 24

€ 24

T-shirt

€ 20.30

€ 20.30

€ 20.30

€ 20.30

Treasure Pouch

€ 18

€ 18

€ 18

€ 18

Treasure Pouch

€ 14.80

€ 14.80

€ 14.80

€ 14.80

October

November

December

Avg Products Price

Art Prints A5

€9

€9

€9

Art Prints A4

€ 16

€ 16

Art Prints A3

€ 23

Creative Journal

Gross Profit

October

November

December

Total Gross Profit

€ 495

Art Prints A5

€ 89.87

€ 107.87

€ 296.87

€ 495

€ 336

€ 608

Art Prints A4

€ 127.83

€ 143.83

€ 335.83

€ 607

€ 115

€ 253

€ 506

Art Prints A3

€ 137.50

€ 114.50

€ 252.50

€ 505

€ 78

€ 90

€ 144

€ 312

Creative Journal

€ 76

€ 88

€ 142

€ 306

Agenda 13cmx21cm

€ 330

€ 132

€ 242

€ 704

Agenda 13cmx21cm

€ 326.20

€ 128.20

€ 238.20

€ 693

T-shirt

€ 480

€ 360

€ 600

€ 1,440

T-shirt

€ 476.30

€ 356.30

€ 596.30

€ 1,429

€ 54

€ 72

€ 162

€ 288

Treasure Pouch

€ 50.80

€ 68.80

€ 158.80

€ 278

October

November

December

Art Prints A5

€ 90

€ 108

€ 297

Art Prints A4

€ 128

€ 144

Art Prints A3

€ 138

Creative Journal

Treasure Pouch Total Revenue

YEAR 2020

Products COGS

October

SALES FORECAST

Products Sold

Total Revenue

€ 4,353

Total Gross Profit

€ 4,313

February

March

April

May

June

July

August

September

October

November

December

Total Products Sold

Issue 0

/

/

110

70

90

100

60

40

55

25

23

35

608

Issue 0 third party

/

/

120

80

73

100

90

35

25

9

/

/

532

Issue 1

/

/

/

/

/

/

/

/

130

90

80

120

420

Issue 1 third party

/

/

/

/

/

/

/

/

150

120

70

160

500

Art Prints A5

10

14

12

13

18

9

7

6

26

17

23

35

190

Art Prints A4

13

9

10

7

11

6

4

3

17

9

15

25

129

Art Prints A3

7

5

5

6

9

4

2

2

8

6

10

15

79

Creative Journal

17

9

13

15

12

9

11

6

23

17

13

29

174

Agenda 13cmx21cm

7

5

4

2

2

12

14

16

18

13

5

9

107

T-shirt

9

7

7

18

23

26

21

13

20

18

16

26

204

Treasure Pouch

3

7

9

5

7

7

8

8

9

6

7

13

89

February

March

April

May

June

July

Products Price

January

August

September

October

November

December

Avg Products Price

Issue 0

/

/

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

Issue 0 third party

/

/

€ 11

€ 11

€ 11

€ 11

€ 11

€ 11

€ 11

€ 11

/

/

€ 11

Issue 1

/

/

/

/

/

/

/

/

€ 18

€ 18

€ 18

€ 18

€ 18

Issue 1 third party

/

/

/

/

/

/

/

/

€ 11

€ 11

€ 11

€ 11

€ 11

Art Prints A5

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

Art Prints A4

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

Art Prints A3

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

Creative Journal

€6

€6

€6

€6

€6

€6

€6

€6

€6

€6

€6

€6

€6

Agenda 13cmx21cm

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

T-shirt

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

Treasure Pouch

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

YEAR 2021

January

SALES FORECAST

Products Sold

February

March

April

May

June

July

August

September

October

November

December

Total Revenue

Issue 0

/

/

€ 1,980

€ 1,260

€ 1,620

€ 1,800

€ 1,080

€ 720

€ 990

€ 450

€ 414

€ 630

€ 10,944

Issue 0 third party

/

/

€ 1,320

€ 880

€ 803

€ 1,100

€ 1,650

€ 385

€ 275

€ 99

/

/

€ 5,852

Issue 1

/

/

/

/

/

/

/

/

€ 2,340

€ 1,620

€ 1,440

€ 2,160

€ 7,560

Issue 1 third party

/

/

/

/

/

/

/

/

€ 1,650

€ 1,760

€ 1,760

€ 1,760

€ 5,500

Art Prints A5

€ 90

€ 126

€ 108

€ 117

€ 162

€ 81

€ 63

€ 54

€ 234

€ 153

€ 207

€ 315

€ 1,710

Art Prints A4

€ 208

€ 144

€ 160

€ 112

€ 176

€ 96

€64

€ 48

€ 272

€ 144

€ 240

€ 400

€ 2,064

Art Prints A3

€ 161

€ 115

€ 115

€ 138

€ 207

€ 92

€ 46

€ 46

€ 184

€ 138

€ 230

€ 345

€ 1,817

Creative Journal

€ 102

€ 54

€ 78

€ 90

€ 72

€ 54

€ 66

€ 36

€ 138

€ 102

€ 78

€ 174

€ 1,044

Agenda 13cmx21cm

€ 154

€ 110

€ 88

€ 44

€ 44

€ 264

€ 308

€ 352

€ 396

€ 286

€ 110

€ 198

€ 2,354

T-shirt

€ 216

€ 168

€ 168

€ 432

€ 552

€ 624

€ 504

€ 312

€ 480

€ 432

€ 384

€ 624

€ 4,896

Treasure Pouch

€ 54

€ 126

€ 162

€ 90

€ 126

€ 126

€ 144

€ 144

€ 162

€ 108

€ 126

€ 234

€ 1,602 € 45,343

Total Revenue

Products COGS

January

February

March

April

May

June

July

August

September

October

November

December

Avg GOGS

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

/

/

€ 1.10

Issue 0

/

/

Issue 0 third party

/

/

Issue 1

/

/

/

/

/

/

/

/

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

Issue 1 third party

/

/

/

/

/

/

/

/

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

Art Prints A5

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

Art Prints A4

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

Art Prints A3

€ 0.26

€ 0.26

€ 0.26

€ 0.26

€ 0.26

€ 0.26

€ 0.26

€ 0.26

€ 0.26

€ 0.26

€ 0.26

€ 0.26

€ 0.26

Creative Journal

€ 1.60

€ 1.60

€ 1.60

€ 1.60

€ 1.60

€ 1.60

€ 1.60

€ 1.60

€ 1.60

€ 1.60

€ 1.60

€ 1.60

€ 1.60

Agenda 13cmx21cm

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

T-shirt

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

Treasure Pouch

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 1.10

YEAR 2021

January

SALES FORECAST

Revenue

February

March

April

May

June

July

August

September

October

November

December

Avg Margin

Issue 0

/

/

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

Issue 0 third party

/

/

€ 9.90

€ 9.90

€ 9.90

€ 9.90

€ 9.90

€ 9.90

€ 9.90

€ 9.90

/

/

/

Issue 1

/

/

/

/

/

/

/

/

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

Issue 1 third party

/

/

/

/

/

/

/

/

€ 9.90

€ 9.90

€ 9.90

€ 9.90

€ 9.90

Art Prints A5

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

Art Prints A4

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

Art Prints A3

€ 22.74

€ 22.74

€ 22.74

€ 22.74

€ 22.74

€ 22.74

€ 22.74

€ 22.74

€ 22.74

€ 22.74

€ 22.74

€ 22.74

€ 22.74

Creative Journal

€ 4.40

€ 4.40

€ 4.40

€ 4.40

€ 4.40

€ 4.40

€ 4.40

€ 4.40

€ 4.40

€ 4.40

€ 4.40

€ 4.40

€ 4.40

Agenda 13cmx21cm

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

T-shirt

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

Treasure Pouch

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

Gross Profit

January

February

Total Gross Profit

March

April

May

June

July

August

September

October

November

December

€ 1,619

€ 1,799

€ 1,079

€ 719

€ 989

€ 449

€ 413

€ 629

€ 10,933

Issue 0

/

/

€ 1,979

€ 1,259

Issue 0 third party

/

/

€ 1,319

€ 879

€ 802

€ 1,099

€ 989

€ 384

€ 274

€ 98

/

/

€ 5,843

Issue 1

/

/

/

/

/

/

/

/

€ 2,339

€ 1,619

€ 1,439

€ 2,159

€ 7,556

Issue 1 third party

/

/

/

/

/

/

/

/

€ 1,649

€ 1,319

€ 769

€ 1,759

€ 5,496

Art Prints A5

€9

€9

€ 108

€ 117

€ 162

€ 81

€ 63

€ 54

€ 234

€ 153

€ 207

€ 315

€ 1,709

Art Prints A4

€ 16

€ 16

€ 160

€ 112

€ 176

€ 96

€ 64

€ 48

€ 272

€ 144

€ 240

€ 400

€ 2,063

Art Prints A3

€ 23

€ 23

€ 115

€ 138

€ 207

€ 92

€ 46

€ 46

€ 184

€ 138

€ 230

€ 345

€ 1,814

Creative Journal

€6

€6

€ 76

€ 88

€ 70

€ 52

€ 64

€ 34

€ 136

€ 100

€ 76

€ 172

€ 1,025

Agenda 13cmx21cm

€ 22

€ 22

€ 84

€ 40

€ 40

€ 260

€ 304

€ 348

€ 392

€ 282

€ 106

€ 194

€ 2,308

T-shirt

€ 24

€ 24

€ 164

€ 428

€ 548

€ 620

€ 500

€ 308

€ 476

€ 428

€ 380

€ 620

€ 4,852

Treasure Pouch

€ 18

€ 18

€ 159

€ 87

€ 123

€ 123

€ 141

€ 141

€ 159

€ 105

€ 123

€ 231

€ 1,564

Total Gross Profit

€ 45,161

YEAR 2021

January

SALES FORECAST

Margin per Product

February

March

April

May

June

July

August

September

October

November

December

Total Products Sold

Issue 1

90

70

80

70

50

60

/

/

/

/

/

/

420

Issue 1 third party

100

90

70

50

/

/

/

/

/

/

/

/

310

Issue 2

/

/

140

110

120

110

70

40

70

50

30

60

800

Issue 2 third party

/

/

170

150

130

140

100

80

40

20

/

/

830

Issue 3

/

/

/

/

/

/

/

/

150

110

90

140

490

Issue 3 third party

/

/

/

/

/

/

/

/

210

190

160

200

760

Art Prints A5

15

19

14

16

20

13

10

9

30

23

27

37

233

Art Prints A4

13

13

11

10

16

9

7

4

19

11

17

27

157

Art Prints A3

9

7

7

8

11

6

5

3

13

9

13

19

110

Creative Journal

19

13

15

13

16

16

14

7

25

19

6

28

191

Agenda 13cmx21cm

7

5

4

2

2

12

16

8

9

6

8

16

130

T-shirt

10

9

7

18

25

29

23

14

21

20

16

29

221

Treasure Pouch

6

7

9

5

9

9

8

8

10

12

8

16

107

January

February

March

April

May

June

July

August

September

October

November

December

Avg Product Price

Products Price Issue 1

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

/

/

/

/

/

/

€ 18

Issue 1 third party

€ 11

€ 11

€ 11

€ 11

/

/

/

/

/

/

/

/

€ 11

Issue 2

/

/

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

Issue 2 third party

/

/

€ 11

€ 11

€ 11

€ 11

€ 11

€ 11

€ 11

€ 11

/

/

€ 11

Issue 3

/

/

/

/

/

/

/

/

€ 18

€ 18

€ 18

€ 18

€ 18

Issue 3 third party

/

/

/

/

/

/

/

/

€ 11

€ 11

€ 11

€ 11

€ 11

Art Prints A5

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

Art Prints A4

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

Art Prints A3

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

Creative Journal

€6

€6

€6

€6

€6

€6

€6

€6

€6

€6

€6

€6

€6

Agenda 13cmx21cm

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

T-shirt

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

Treasure Pouch

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

YEAR 2022

January

SALES FORECAST

Products Sold

February

March

April

Issue 1

€ 1,620

€ 1,260

€ 1,440

€ 1,260

Issue 1 third party

€ 1,100

€ 990

€ 770

Issue 2

/

/

Issue 2 third party

/

Issue 3 Issue 3 third party

June

July

August

September

October

November

December

Total Revenue

€ 900

€ 1,080

/

/

/

/

/

/

€ 7,560

€ 550

/

/

/

/

/

/

/

/

€ 3,410

€ 2,520

€ 1,980

€ 2,160

€ 1,980

€ 1,260

€ 720

€ 1,260

€ 900

€ 540

€ 1,080

€ 14,400

/

€ 1,870

€ 1,650

€ 1,430

€ 1,540

€ 1,100

€ 880

€ 440

€ 220

/

/

€ 9,130

/

/

/

/

/

/

/

/

€ 2,700

€ 1,980

€ 1,620

€ 2,520

€8,820

/

/

/

/

/

/

/

/

€ 2,310

€ 2,090

€ 1,760

€ 2,200

€ 8,360

Art Prints A5

€ 135

€ 171

€ 126

€ 144

€ 180

€ 117

€ 90

€ 81

€ 270

€ 207

€ 243

€ 333

€ 2,097

Art Prints A4

€ 208

€ 208

€ 176

€ 160

€ 256

€ 144

€ 112

€ 64

€ 304

€ 176

€ 272

€ 432

€ 2,515

Art Prints A3

€ 207

€ 161

€ 161

€ 184

€ 253

€ 138

€ 115

€ 69

€ 299

€ 207

€ 299

€ 437

€ 2,530

Creative Journal

€ 114

€ 78

€ 90

€ 78

€ 96

€ 96

€ 84

€ 42

€ 150

€ 114

€ 36

€ 168

€ 1,146

Agenda 13cmx21cm

€ 154

€ 110

€ 88

€ 44

€ 44

€ 264

€ 352

€ 440

€ 506

€ 330

€ 176

€ 352

€2,860

T-shirt

€ 240

€ 216

€ 168

€ 432

€ 600

€ 696

€ 552

€ 336

€ 504

€ 480

€ 384

€ 696

€ 5,304

Treasure Pouch

€ 108

€ 126

€ 162

€ 90

€ 162

€ 162

€ 144

€ 144

€ 180

€ 216

€ 144

€ 288

€ 1,926

May

€ 70,055

Total Revenue

Products COGS

January

February

Issue 1

€ 1.10

€ 1.10

Issue 1 third party

€ 1.10

Issue 2

April

May

June

July

August

September

October

November

December

Avg COGS

€ 1.10

€ 1.10

€ 1.10

€ 1.10

/

/

/

/

/

/

€ 1.10

€ 1.10

€ 1.10

€ 1.10

/

/

/

/

/

/

/

/

€ 1.10

/

/

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

Issue 2 third party

/

/

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

/

/

€ 1.10

Issue 3

/

/

/

/

/

/

/

/

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

Issue 3 third party

/

/

/

/

/

/

/

/

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

Art Prints A5

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

Art Prints A4

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

Art Prints A3

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

Creative Journal

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

Agenda 13cmx21cm

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

T-shirt

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

Treasure Pouch

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

March

YEAR 2022

January

SALES FORECAST

Revenue

February

March

April

May

June

July

August

September

October

November

December

Avg Margin

Issue 1

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

/

/

/

/

/

/

€ 16.90

Issue 1 third party

€ 9.90

€ 9.90

€ 9.90

€ 9.90

/

/

/

/

/

/

/

/

€ 9.90

Issue 2

/

/

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

Issue 2 third party

/

/

€ 9.90

€ 9.90

€ 9.90

€ 9.90

€ 9.90

€ 9.90

€ 9.90

€ 9.90

/

/

€ 9.90

Issue 3

/

/

/

/

/

/

/

/

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

Issue 3 third party

/

/

/

/

/

/

/

/

€ 9.90

€ 9.90

€ 9.90

€ 9.90

€ 9.90

Art Prints A5

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

Art Prints A4

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

Art Prints A3

€ 22.86

€ 22.86

€ 22.86

€ 22.86

€ 22.86

€ 22.86

€ 22.86

€ 22.86

€ 22.86

€ 22.86

€ 22.86

€ 22.86

€ 22.86

Creative Journal

€ 4.70

€ 4.70

€ 4.70

€ 4.70

€ 4.70

€ 4.70

€ 4.70

€ 4.70

€ 4.70

€ 4.70

€ 4.70

€ 4.70

€ 4.70

Agenda 13cmx21cm

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

T-shirt

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

Treasure Pouch

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

Gross Profit

January

February

March

April

June

July

August

September

October

November

December

Total Gross Profit

Issue 1

€ 1,619

€ 1,259

€ 1,439

€ 1,259

€ 899

€ 1,079

/

/

/

/

/

/

€ 7,553

Issue 1 third party

€ 1,099

€ 989

€ 769

€ 549

/

/

/

/

/

/

/

/

€ 3,406

Issue 2

/

/

€ 2,519

€ 1,979

€ 2,159

€ 1,979

€ 1,259

€ 719

€ 1,259

€ 899

€ 539

€ 1,079

€ 14,389

Issue 2 third party

/

/

€ 1,869

€ 1,649

€ 1,429

€ 1,539

€ 1,099

€ 879

€ 439

€ 220

/

/

€ 9,121

Issue 3

/

/

/

/

/

/

/

/

€ 2,699

€ 1,979

€ 1,619

€ 2,519

€8,816

Issue 3 third party

/

/

/

/

/

/

/

/

€ 2,309

€ 2,089

€ 1,759

€ 2,199

€ 8,356

Art Prints A5

€ 135

€ 171

€ 126

€ 144

€ 180

€ 117

€ 90

€ 81

€ 270

€ 207

€ 243

€ 333

€ 2,096

Art Prints A4

€ 208

€ 208

€ 176

€ 160

€ 256

€ 144

€ 112

€ 64

€ 304

€ 176

€ 272

€ 432

€ 2,511

Art Prints A3

€ 207

€ 161

€ 161

€ 184

€ 253

€ 138

€ 115

€ 69

€ 299

€ 207

€ 299

€ 437

€ 2,528

Creative Journal

€ 113

€ 77

€ 89

€ 77

€ 95

€ 95

€ 83

€ 41

€ 149

€ 113

€ 35

€ 167

€ 1,130

Agenda 13cmx21cm

€ 150

€ 106

€ 84

€ 40

€ 40

€ 260

€ 348

€ 436

€ 502

€ 326

€ 172

€ 348

€ 2,814

T-shirt

€ 236

€ 212

€ 164

€ 428

€ 596

€ 692

€ 548

€ 332

€ 500

€ 476

€ 380

€ 692

€ 5,260

Treasure Pouch

€ 105

€ 123

€ 159

€ 87

€ 159

€ 159

€ 141

€ 141

€ 177

€ 213

€ 141

€ 285

€ 1,888

Total Gross Profit

May

€ 69,867

YEAR 2022

January

SALES FORECAST

Margin per Product

February

March

April

May

June

July

August

September

October

November

December

Total Products Sold

Art Prints A5

17

15

9

7

16

13

11

8

20

13

15

26

170

Art Prints A4

7

4

5

6

9

7

5

4

9

6

13

11

86

Art Prints A3

9

6

4

9

11

7

6

6

19

9

13

21

120

Creative Journal

5

4

5

5

8

6

6

4

11

8

5

13

80

Agenda 13cmx21cm

6

3

2

1

1

1

5

9

14

17

5

13

77

T-shirt

15

13

9

12

18

17

13

9

19

13

6

21

165

Treasure Pouch

3

3

5

6

6

5

7

4

6

5

6

11

67

March

April

May

June

July

August

September

November

December

Avg Products Price

Products Price

January

February

October

Art Prints A5

€ 13

€ 13

€ 13

€ 13

€ 13

€ 13

€ 13

€ 13

€ 13

€ 13

€ 13

€ 13

€ 13

Art Prints A4

€ 19

€ 19

€ 19

€ 19

€ 19

€ 19

€ 19

€ 19

€ 19

€ 19

€ 19

€ 19

€ 19

Art Prints A3

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

Creative Journal

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

Agenda 13cmx21cm

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

T-shirt

€ 29

€ 29

€ 29

€ 29

€ 29

€ 29

€ 29

€ 29

€ 29

€ 29

€ 29

€ 29

€ 29

Treasure Pouch

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

May

June

July

August

September

November

December

Total Revenue

Revenue

January

February

March

April

Art Prints A5

€ 221

€ 195

€ 117

€ 91

€ 208

€ 169

€ 143

€ 104

€ 260

€ 169

€ 195

€ 338

€ 2,210

Art Prints A4

€ 133

€ 76

€ 95

€ 114

€ 171

€ 133

€ 95

€ 76

€ 171

€ 114

€ 247

€ 209

€ 1,634

Art Prints A3

€ 225

€ 150

€ 100

€ 225

€ 275

€ 175

€ 150

€ 150

€ 475

€ 225

€ 325

€ 525

€ 3,000

Creative Journal

€ 45

€ 36

€ 45

€ 45

€ 72

€ 54

€ 54

€ 36

€ 99

€ 72

€ 45

€ 117

€ 720

Agenda 13cmx21cm

€ 150

€ 75

€ 50

€ 25

€ 25

€ 25

€ 125

€ 225

€ 350

€ 425

€ 125

€ 325

€ 1,925

T-shirt

€ 435

€ 377

€ 261

€ 348

€ 522

€ 493

€ 377

€ 261

€ 551

€ 377

€ 174

€ 609

€ 4,785

Treasure Pouch

€ 66

€ 66

€ 110

€ 132

€ 132

€ 110

€ 154

€ 88

€ 132

€ 110

€ 132

€ 242

€ 1,274

Total Revenue

October

€ 15,748

YEAR 2022

January

SALES FORECAST LIMITED EDITION

Products Sold

February

Art Prints A5

€ 0.10

Art Prints A4

November

December

Avg COGS

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

June

July

August

September

November

December

€ 12.90

€ 12.90

€ 12.90

€ 12.90

€ 12.90

€ 12.90

€ 12.90

€ 12.90

€ 18.89

€ 18.89

€ 18.89

€ 18.89

€ 18.89

€ 18.89

€ 18.89

€ 18.89

€ 18.89

€ 24.86

€ 24.86

€ 24.86

€ 24.86

€ 24.86

€ 24.86

€ 24.86

€ 24.86

€ 24.86

€ 24.86

€ 7.70

€ 7.70

€ 7.70

€ 7.70

€ 7.70

€ 7.70

€ 7.70

€ 7.70

€ 7.70

€ 7.70

€ 7.70

€ 21.20

€ 21.20

€ 21.20

€ 21.20

€ 21.20

€ 21.20

€ 21.20

€ 21.20

€ 21.20

€ 21.20

€ 21.20

€ 21.20

€ 25.30

€ 25.30

€ 25.30

€ 25.30

€ 25.30

€ 25.30

€ 25.30

€ 25.30

€ 25.30

€ 25.30

€ 25.30

€ 25.30

€ 25.30

Treasure Pouch

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

Gross Profit

January

February

March

April

July

August

September

November

December

Total Gross Profit

Art Prints A5

€ 221

€ 195

€ 117

€ 91

€ 208

€ 169

€ 143

€ 104

€ 260

€ 169

€ 195

€ 338

€ 2,209

Art Prints A4

€ 133

€ 76

€ 95

€ 114

€ 171

€ 133

€ 95

€ 76

€ 171

€ 114

€ 247

€ 209

€ 1,633

Art Prints A3

€ 225

€ 150

€ 100

€ 225

€ 275

€ 175

€ 150

€ 150

€ 475

€ 225

€ 325

€ 525

€ 2,998

Creative Journal

€ 44

€ 35

€ 44

€ 44

€ 71

€ 53

€ 53

€ 35

€ 98

€ 71

€ 44

€ 116

€ 704

Agenda 13cmx21cm

€ 146

€ 71

€ 46

€ 21

€ 21

€ 21

€ 121

€ 221

€ 346

€ 421

€ 121

€ 321

€ 1,879

T-shirt

€ 431

€ 373

€ 257

€ 344

€ 518

€ 489

€ 373

€ 257

€ 547

€ 373

€ 170

€ 605

€ 4,740

Treasure Pouch

€ 63

€ 63

€ 107

€ 129

€ 129

€ 107

€ 151

€ 85

€ 129

€ 107

€ 129

€ 239

€ 1,436

March

April

July

August

September

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

Art Prints A3

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

Creative Journal

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

Agenda 13cmx21cm

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

T-shirt

€ 3.70

€ 3.70

€ 3.70

€ 3.70

Treasure Pouch

€ 3.20

€ 3.20

€ 3.20

€ 3.20

Margin per Product

January

February

March

April

Art Prints A5

€ 12.90

€ 12.90

€ 12.90

€ 12.90

€ 12.90

Art Prints A4

€ 18.89

€ 18.89

€ 18.89

€ 18.89

Art Prints A3

€ 24.86

€ 24.86

€ 24.86

Creative Journal

€ 7.70

€ 7.70

Agenda 13cmx21cm

€ 21.20

T-shirt

Total Gross Profit

May

May

May

June

June

October

October

October

Avg Margin

€ 15,600

YEAR 2022

January

SALES FORECAST LIMITED EDITION

Products GOGS

February

March

April

May

June

July

August

September

October

November

December

Total Products Sold

Issue 3

110

70

100

80

60

60

/

/

/

/

/

/

480

Issue 3 third party

170

180

90

60

/

/

/

/

/

/

/

/

500

Issue 4

/

/

150

120

130

120

90

50

90

60

30

70

910

Issue 4 third party

/

/

210

170

200

189

147

126

50

30

/

/

1122

Issue 5

/

/

/

/

/

/

/

/

160

100

80

170

510

Issue 5 third party

/

/

/

/

/

/

/

/

252

210

170

230

862

Art Prints A5

17

21

19

17

21

15

13

11

31

25

29

37

256

Art Prints A4

15

14

11

10

17

9

8

4

20

13

19

28

168

Art Prints A3

11

15

13

11

17

9

7

5

20

13

15

21

157

Creative Journal

21

15

17

14

17

16

14

9

25

19

9

29

205

Agenda 13cmx21cm

7

5

4

2

2

17

19

20

23

18

3

17

137

T-shirt

14

11

13

18

25

29

23

14

21

20

16

31

235

Treasure Pouch

7

6

11

8

13

11

9

7

12

14

11

19

128

Ceramics set

5

3

3

4

6

5

3

3

9

6

7

11

65

January

February

March

April

May

June

July

August

September

October

November

December

Avg Products Price

Products Price Issue 3

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

/

/

/

/

/

/

€ 18

Issue 3 third party

€ 11

€ 11

€ 11

€ 11

/

/

/

/

/

/

/

/

€ 11

Issue 4

/

/

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

Issue 4 third party

/

/

€ 11

€ 11

€ 11

€ 11

€ 11

€ 11

€ 11

€ 11

/

/

€ 11

Issue 5

/

/

/

/

/

/

/

/

€ 18

€ 18

€ 18

€ 18

€ 18

Issue 5 third party

/

/

/

/

/

/

/

/

€ 11

€ 11

€ 11

€ 11

€ 11

Art Prints A5

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

Art Prints A4

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

€ 16

Art Prints A3

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

€ 23

Creative Journal

€6

€6

€6

€6

€6

€6

€6

€6

€6

€6

€6

€6

€6

Agenda 13cmx21cm

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

T-shirt

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

€ 24

Treasure Pouch

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

€ 18

Ceramics set

€ 46

€ 46

€ 46

€ 46

€ 46

€ 46

€ 46

€ 46

€ 46

€ 46

€ 46

€ 46

€ 46

YEAR 2023

January

SALES FORECAST

Products Sold

February

March

April

May

June

July

August

September

October

November

December

Total Revenue

Issue 3

€ 1,980

€ 1,260

€ 1,800

€ 1,440

€ 1,080

€ 1,080

/

/

/

/

/

/

€ 8,640

Issue 3 third party

€ 1,870

€ 1,980

€ 990

€ 660

/

/

/

/

/

/

/

/

€ 5,500

Issue 4

/

/

€ 2,700

€ 2,160

€ 2,340

€ 2,160

€ 1,620

€ 900

€ 1,620

€ 1,080

€ 540

€ 1,260

€ 16,380

Issue 4 third party

/

/

€ 2,310

€ 1,870

€ 2,200

€ 2,079

€ 1,617

€ 1,386

€ 550

€ 330

/

/

€ 12,342

Issue 5

/

/

/

/

/

/

/

/

€ 2,880

€ 1,800

€ 1,440

€ 3,060

€ 9,180

Issue 5 third party

/

/

/

/

/

/

/

/

€ 2,772

€ 2,310

€ 1,870

€ 2,530

€ 9,482

Art Prints A5

€ 153

€ 189

€ 171

€ 153

€ 189

€ 135

€ 117

€ 99

€ 279

€ 225

€ 261

€ 333

€ 2,304

Art Prints A4

€ 240

€ 224

€ 176

€ 160

€ 272

€ 144

€ 128

€ 64

€ 320

€ 208

€ 304

€ 448

€ 2,688

Art Prints A3

€ 253

€ 345

€ 299

€ 253

€ 391

€ 207

€ 161

€ 115

€ 460

€ 299

€ 345

€ 483

€ 3,611

Creative Journal

€ 126

€ 90

€ 102

€ 84

€ 102

€ 96

€ 84

€ 54

€ 150

€ 114

€ 54

€ 174

€ 1,230

Agenda 13cmx21cm

€ 154

€ 110

€ 88

€ 44

€ 44

€ 374

€ 418

€ 440

€ 506

€ 396

€ 66

€ 374

€ 3,014

T-shirt

€ 336

€ 264

€ 312

€ 432

€ 600

€ 696

€ 552

€ 336

€ 504

€ 480

€ 384

€ 744

€ 5,640

Treasure Pouch

€ 126

€ 108

€ 198

€ 144

€ 234

€ 198

€ 162

€ 126

€ 216

€ 252

€ 198

€ 342

€ 2,304

Ceramics set

€ 230

€ 138

€ 138

€ 184

€ 276

€ 230

€ 138

€ 138

€ 414

€ 276

€ 322

€ 506

€2,990

Total Revenue

€ 85,305

Products COGS

January

February

Issue 3

€ 1.10

€ 1.10

Issue 3 third party

€ 1.10

Issue 4

April

May

June

July

August

September

October

November

December

Avg COGS

€ 1.10

€ 1.10

€ 1.10

€ 1.10

/

/

/

/

/

/

€ 1.10

€ 1.10

€ 1.10

€ 1.10

/

/

/

/

/

/

/

/

€ 1.10

/

/

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

Issue 4 third party

/

/

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

/

/

€ 1.10

Issue 5

/

/

/

/

/

/

/

/

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

Issue 5 third party

/

/

/

/

/

/

/

/

€ 1.10

€ 1.10

€ 1.10

€ 1.10

€ 1.10

Art Prints A5

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

Art Prints A4

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

Art Prints A3

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

Creative Journal

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

Agenda 13cmx21cm

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

T-shirt

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

Treasure Pouch

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

Ceramics set

€ 4.20

€ 4.20

€ 4.20

€ 4.20

€ 4.20

€ 4.20

€ 4.20

€ 4.20

€ 4.20

€ 4.20

€ 4.20

€ 4.20

€ 4.20

March

YEAR 2023

January

SALES FORECAST

Revenue

February

March

April

May

June

July

August

September

October

November

December

Avg Margin

Issue 3

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

/

/

/

/

/

/

€ 16.90

Issue 3 third party

€ 9.90

€ 9.90

€ 9.90

€ 9.90

/

/

/

/

/

/

/

/

€ 9.90

Issue 4

/

/

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

Issue 4 third party

/

/

€ 9.90

€ 9.90

€ 9.90

€ 9.90

€ 9.90

€ 9.90

€ 9.90

€ 9.90

/

/

€ 9.90

Issue 5

/

/

/

/

/

/

/

/

€ 16.90

€ 16.90

€ 16.90

€ 16.90

€ 16.90

Issue 5 third party

/

/

/

/

/

/

/

/

€ 9.90

€ 9.90

€ 9.90

€ 9.90

€ 9.90

Art Prints A5

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

€ 8.90

Art Prints A4

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

€ 15.89

Art Prints A3

€ 22.86

€ 22.86

€ 22.86

€ 22.86

€ 22.86

€ 22.86

€ 22.86

€ 22.86

€ 22.86

€ 22.86

€ 22.86

€ 22.86

€ 22.86

Creative Journal

€ 4.70

€ 4.70

€ 4.70

€ 4.70

€ 4.70

€ 4.70

€ 4.70

€ 4.70

€ 4.70

€ 4.70

€ 4.70

€ 4.70

€ 4.70

Agenda 13cmx21cm

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

€ 18.20

T-shirt

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

€ 20.30

Treasure Pouch

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

€ 14.80

Ceramics set

€ 41.80

€ 41.80

€ 41.80

€ 41.80

€ 41.80

€ 41.80

€ 41.80

€ 41.80

€ 41.80

€ 41.80

€ 41.80

€ 41.80

€ 41.80

Revenue

January

February

March

April

May

June

July

August

September

October

November

December

Total Gross Profit

Issue 3

€ 1,979

€ 1,259

€ 1,799

€ 1,439

€ 1,079

€ 1,079

/

/

/

/

/

/

€ 8,633

Issue 3 third party

€ 1,869

€ 1,979

€ 989

€ 659

/

/

/

/

/

/

/

/

€ 5,496

Issue 4

/

/

€ 2,699

€ 2,159

€ 2,339

€ 2,159

€ 1,619

€ 899

€ 1,619

€ 1,079

€ 539

€ 1,259

€ 16,369

Issue 4 third party

/

/

€ 2,309

€ 1,869

€ 2,199

€ 2,078

€ 1,616

€ 1,385

€ 549

€ 329

/

/

€ 12,333

Issue 5

/

/

/

/

/

/

/

/

€ 2,879

€ 1,799

€ 1,439

€ 3,059

€ 9,176

Issue 5 third party

/

/

/

/

/

/

/

/

€ 2,771

€ 2,309

€ 1,869

€ 2,529

€ 9,478

Art Prints A5

€ 153

€ 189

€ 171

€ 153

€ 189

€ 135

€ 117

€ 99

€ 279

€ 225

€ 261

€ 333

€ 2,303

Art Prints A4

€ 240

€ 224

€ 176

€ 160

€ 272

€ 144

€ 128

€ 64

€ 320

€ 208

€ 304

€ 448

€ 2,687

Art Prints A3

€ 253

€ 345

€ 299

€ 253

€ 391

€ 207

€ 161

€ 115

€ 460

€ 299

€ 345

€ 483

€ 3,609

Creative Journal

€ 125

€ 89

€ 101

€ 83

€ 101

€ 95

€ 83

€ 53

€ 149

€ 113

€ 53

€ 173

€ 1,214

Agenda 13cmx21cm

€ 150

€ 106

€ 84

€ 40

€ 40

€ 370

€ 414

€ 436

€ 502

€ 396

€ 66

€ 370

€ 2,968

T-shirt

€ 332

€ 260

€ 308

€ 428

€ 596

€ 692

€ 548

€ 332

€ 500

€ 476

€ 380

€ 740

€ 5,596

Treasure Pouch

€ 123

€ 105

€ 195

€ 141

€ 231

€ 195

€ 159

€ 123

€ 216

€ 249

€ 195

€ 339

€ 2,266

Ceramics set

€ 226

€ 134

€ 134

€ 180

€ 272

€ 226

€ 134

€ 134

€ 410

€ 272

€ 318

€ 502

€2,940

Total Revenue

€ 85,067

YEAR 2023

January

SALES FORECAST

Margin per Product

January

February

March

April

May

June

July

August

September

October

November

December

Total Products Sold

Art Prints A5

13

17

11

7

17

15

11

8

23

13

15

30

180

Art Prints A4

5

5

6

7

9

7

7

5

11

9

13

14

98

Art Prints A3

7

7

5

9

13

9

6

6

21

11

13

23

130

Creative Journal

6

5

6

6

9

6

7

6

13

11

7

15

97

Agenda 13cmx21cm

7

4

2

1

1

1

6

12

16

19

7

15

91

T-shirt

15

13

11

14

20

15

11

9

21

15

7

25

176

Treasure Pouch

4

5

7

6

6

9

7

5

9

6

7

15

86

Ceramics set

6

3

4

3

5

4

4

3

7

6

5

13

63

January

February

March

April

May

June

July

August

September

October

November

December

Avg Products Price

Products Price Art Prints A5

€ 13

€ 13

€ 13

€ 13

€ 13

€ 13

€ 13

€ 13

€ 13

€ 13

€ 13

€ 13

€ 13

Art Prints A4

€ 19

€ 19

€ 19

€ 19

€ 19

€ 19

€ 19

€ 19

€ 19

€ 19

€ 19

€ 19

€ 19

Art Prints A3

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

Creative Journal

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

€9

Agenda 13cmx21cm

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

€ 25

T-shirt

€ 29

€ 29

€ 29

€ 29

€ 29

€ 29

€ 29

€ 29

€ 29

€ 29

€ 29

€ 29

€ 29

Treasure Pouch

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

€ 22

Ceramics set

€ 50

€ 50

€ 50

€ 50

€ 50

€ 50

€ 50

€ 50

€ 50

€ 50

€ 50

€ 50

€ 50

Revenue

January

February

March

April

May

June

July

August

September

October

November

December

Total Revenue

Art Prints A5

€ 169

€ 221

€ 143

€ 91

€ 221

€ 195

€ 143

€ 104

€ 299

€ 169

€ 195

€ 390

€ 2,340

Art Prints A4

€ 95

€ 95

€ 114

€ 133

€ 171

€ 133

€ 133

€ 95

€ 209

€ 171

€ 247

€ 266

€ 1,862

Art Prints A3

€ 175

€ 175

€ 125

€ 225

€ 325

€ 225

€ 150

€ 150

€ 525

€ 275

€ 325

€ 575

€ 3,250

Creative Journal

€ 54

€ 45

€ 54

€ 54

€ 81

€ 54

€ 63

€ 54

€ 117

€ 99

€ 63

€ 135

€ 873

Agenda 13cmx21cm

€ 175

€ 100

€ 50

€ 25

€ 25

€ 25

€ 150

€ 300

€ 400

€ 475

€ 175

€ 375

€ 2,275

T-shirt

€ 435

€ 377

€ 319

€ 406

€ 580

€ 435

€ 319

€ 261

€ 609

€ 435

€ 203

€ 725

€ 5,104

Treasure Pouch

€ 88

€ 110

€ 154

€ 132

€ 132

€ 198

€ 154

€ 110

€ 198

€ 132

€ 154

€ 330

€ 1,892

€ 300

€ 150

€ 200

€ 150

€ 250

€ 200

€ 200

€ 150

€ 350

€ 300

€ 250

€ 650

€ 3,150

Ceramics set Total Revenue

€ 20,746

SALES FORECAST LIMITED EDITION

Products Sold

February

Art Prints A5

€ 0.10

Art Prints A4

November

December

Avg COGS

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.70

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 3.20

€ 4.20

€ 4.20

€ 4.20

€ 4.20

€ 4.20

€ 4.20

€ 4.20

€ 4.20

€ 4.20

€ 4.20

€ 4.20

February

March

April

May

June

July

August

September

October

November

December

Avg Margin

€ 12.90

€ 12.90

€ 12.90

€ 12.90

€ 12.90

€ 12.90

€ 12.90

€ 12.90

€ 12.90

€ 12.90

€ 12.90

€ 12.90

€ 12.90

Art Prints A4

€ 18.89

€ 18.89

€ 18.89

€ 18.89

€ 18.89

€ 18.89

€ 18.89

€ 18.89

€ 18.89

€ 18.89

€ 18.89

€ 18.89

€ 18.89

Art Prints A3

€ 24.86

€ 24.86

€ 24.86

€ 24.86

€ 24.86

€ 24.86

€ 24.86

€ 24.86

€ 24.86

€ 24.86

€ 24.86

€ 24.86

€ 24.86

Creative Journal

€ 7.70

€ 7.70

€ 7.70

€ 7.70

€ 7.70

€ 7.70

€ 7.70

€ 7.70

€ 7.70

€ 7.70

€ 7.70

€ 7.70

€ 7.70

Agenda 13cmx21cm

€ 21.20

€ 21.20

€ 21.20

€ 21.20

€ 21.20

€ 21.20

€ 21.20

€ 21.20

€ 21.20

€ 21.20

€ 21.20

€ 21.20

€ 21.20

T-shirt

€ 25.30

€ 25.30

€ 25.30

€ 25.30

€ 25.30

€ 25.30

€ 25.30

€ 25.30

€ 25.30

€ 25.30

€ 25.30

€ 25.30

€ 25.30

Treasure Pouch

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

Ceramics set

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

€ 18.80

July

August

September

November

December

Total Gross Profit

March

April

July

August

September

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.10

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

€ 0.11

Art Prints A3

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

€ 0.14

Creative Journal

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

€ 1.30

Agenda 13cmx21cm

€ 3.80

€ 3.80

€ 3.80

€ 3.80

€ 3.80

T-shirt

€ 3.70

€ 3.70

€ 3.70

€ 3.70

Treasure Pouch

€ 3.20

€ 3.20

€ 3.20

Ceramics set

€ 4.20

€ 4.20

Margin per Product

January

Art Prints A5

Gross Profit

May

June

October

January

February

March

April

May

June

Art Prints A5

€ 169

€ 221

€ 143

€ 91

€ 221

€ 195

€ 143

€ 104

€ 299

€ 169

€ 195

€ 390

€ 2,339

Art Prints A4

€ 95

€ 95

€ 114

€ 133

€ 171

€ 133

€ 133

€ 95

€ 209

€ 171

€ 247

€ 266

€ 1,861

Art Prints A3

€ 175

€ 175

€ 125

€ 225

€ 325

€ 225

€ 150

€ 150

€ 525

€ 275

€ 325

€ 525

€ 3,248

Creative Journal

€ 53

€ 44

€ 53

€ 53

€ 80

€ 53

€ 62

€ 53

€ 116

€ 98

€ 62

€ 134

€ 857

Agenda 13cmx21cm

€ 171

€ 96

€ 46

€ 21

€ 21

€ 21

€ 146

€ 296

€ 396

€ 472

€ 171

€ 371

€ 2,229

T-shirt

€ 431

€ 373

€ 315

€ 402

€ 576

€ 431

€ 315

€ 257

€ 605

€ 431

€ 199

€ 721

€ 5,060

Treasure Pouch

€ 85

€ 107

€ 150

€ 129

€ 129

€ 195

€ 151

€ 107

€ 195

€ 129

€ 151

€ 327

€ 1,854

€ 296

€ 146

€ 196

€ 146

€ 246

€ 196

€ 196

€ 146

€ 346

€ 296

€ 246

€ 646

€ 3,091

Ceramics set Total Gross Profit

October

€ 20,547

YEAR 2023

January

SALES FORECAST LIMITED EDITION

Products COGS

Revenue

October

%

November

%

December

%

Quartely

%

Art Prints

€ 356

27

€ 367

36

€ 886

44

€ 1,609

37

€ 78

6

€ 90

9

€ 144

7

€ 312

7

Agenda

€ 330

25

€ 132

13

€ 242

12

€ 704

16

T-shirt

€ 480

37

€ 360

35

€ 600

29

€ 1,440

33

Treasure Pouch

€ 54

4

€ 72

7

€ 162

8

€ 288

7

Total Revenue

€ 1,298

100

€ 1,021

100

€ 2,034

100

€ 4,353

100

Gross Profit

€ 1,285

99

€ 1,008

99

€ 2,021

99

€ 4,313

99

€ 2,400

185

€ 2,400

235

€ 2,400

118

€ 7,200

165

Marketing & Advertising

€ 349

44

€ 349

56

€ 349

28

€ 1,047

39

Accounting & Legal

€ 150

12

€ 150

15

€ 150

7

€ 450

10

Business Trips

€0

0

€ 84

8

€ 84

4

€ 168

4

Mailchimp + Web Maintenace

€ 64

1

€ 64

1

€ 64

1

€ 192

4

Google Business Suite

€ 21

2

€ 21

2

€ 21

1

€ 62

1

Contributors’ Fee

€0

0

€ 200

20

€ 200

10

€ 400

9

Production

€ 510

39

€0

0

€0

0

€ 510

12

Shipment

€ 900

69

€0

0

€0

0

€ 900

21

Total Expenses

€ 4,394

339

€ 3,268

320

€ 3,268

161

€ 10,929

251

Net Operating Income

€ - 3,109

- 240

€ - 2,260

- 221

€ - 1,247

- 72

€ -6,617

- 152

Creative Journal

Expenses Salary

PROFIT & LOSS

YEAR 2020

Revenue

January

%

February

%

March

%

April

%

May

%

June

%

July

%

August

%

September

%

October

%

November

%

December

%

Yearly

%

Magazine

/

/

/

/

€ 3,300

43

€ 2,140

27

€ 2,423

27

€ 2,900

35

€ 2,070

45

€ 1,105

34

€ 5,255

48

€ 3,489

37

€ 2,624

34

€ 4,550

45

€ 29,856

35

Art Prints

€ 459

18

€ 385

12

€ 383

5

€ 367

5

€ 545

6

€ 269

3

€ 173

4

€ 148

5

€ 690

6

€ 435

5

€ 677

9

€ 1,060

10

€ 5,591

7

Creative Journal

€ 102

4

€ 54

2

€ 78

1

€ 90

1

€ 72

1

€ 54

1

€ 66

1

€ 36

1

€ 138

1

€ 102

1

€ 78

1

€ 174

2

€ 1,044

1

Agenda

€ 154

6

€ 110

3

€ 88

1

€ 44

1

€ 44

0

€ 264

3

€ 308

7

€ 352

11

€ 396

4

€ 286

3

€ 110

1

€ 198

2

€ 2,354

3

T-shirt

€ 216

9

€ 168

5

€ 168

2

€ 432

6

€ 552

6

€ 624

7

€ 504

11

€ 312

10

€ 480

4

€ 432

5

€ 384

5

€ 624

6

€ 4,896

6

Treasure Pouch

€ 54

2

€ 126

4

€ 162

2

€ 90

1

€ 126

1

€ 126

2

€ 144

3

€ 144

4

€ 162

1

€ 108

1

€ 126

2

€ 234

2

€ 1,602

2

€ 1,040

41

€ 1,400

43

€ 2,080

27

€ 2,440

31

€ 3,120

25

€ 1,720

21

€ 720

16

€ 540

17

€ 1,720

17

€ 1,860

20

€ 1,450

19

€ 1,220

12

€ 18,410

22

Private Coaching

€ 440

17

€ 780

24

€ 1,140

15

€ 1,860

24

€ 2,440

27

€ 1,480

18

€ 400

9

€ 400

12

€ 1,540

14

€ 2,220

24

€ 1,880

24

€ 1,880

19

€ 16,460

20

Private Mentoring

€ 75

3

€ 205

6

€ 335

4

€ 350

4

€ 480

5

€ 625

8

€ 190

4

€ 175

5

€ 395

4

€ 495

5

€ 380

5

€ 205

2

€ 3,910

5

Total Revenue

€ 2,540

100

€ 3,228

100

€ 7,734

100

€ 7,813

100

€ 8,902

100

€ 8,332

100

€ 4,575

100

€ 3,212

100

€ 10,776

100

€ 9,427

100

€ 7,709

100

€ 10,145

100

€ 84,303

100

Gross Profit

€ 2,527

99

€ 3,215

100

€ 6,703

87

€ 7,798

100

€ 8,887

100

€ 8,062

97

€ 4,560

100

€ 3,197

100

€ 10,759

100

€9,410

100

€7,693

100

€ 10,129

100

€ 84,121

100

€ 2,400

94

€3,200

99

€ 2,400

31

€ 2,400

31

€ 3,200

36

€ 3,200

38

€ 2,400

52

€ 2,400

75

€ 2,400

22

€ 2,400

25

€ 3,200

42

€ 3,200

32

€ 32,800

39

Marketing & Advertising

€ 240

9

€ 1,093

14

€ 3,411

51

€ 718

9

€ 495

6

€ 2,240

28

€ 340

7

€ 295

9

€ 3,411

32

€ 485

5

€ 505

7

€ 490

5

€ 13,070

16

Accounting & Legal

€ 150

6

€ 150

5

€ 150

2

€ 150

2

€ 150

2

€ 150

2

€ 150

3

€ 150

5

€ 150

1

€ 150

2

€ 150

2

€ 150

2

€ 1,800

2

Business Trips

€ 50

2

€ 90

3

€ 200

3

€ 80

1

€ 40

0

€ 130

2

€ 40

1

€0

0

€ 280

3

€ 170

2

€ 80

1

€ 80

1

€ 1,200

1

ISSN Initial Fee + Barcode

€0

0

€0

0

€ 228

3

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€ 228

0

Mailchimp + Web Maintenance

€ 64

3

€ 64

2

€ 64

1

€ 64

1

€ 64

1

€ 64

1

€ 64

1

€ 64

2

€ 64

1

€ 64

1

€ 64

1

€ 64

1

€ 768

1

Google Business Suite

€ 21

1

€ 21

1

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 250

0

€ 8,000

315

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€ 8,000

10

Contributors’ Fee

€0

0

€0

0

€0

0

€ 200

3

€ 200

2

€ 200

2

€0

0

€0

1

€ 100

1

€ 200

2

€ 200

3

€ 100

1

€ 1,200

1

Printing

€0

0

€ 3,190

99

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€ 3,190

3

Production

€ 1,768

70

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€ 1,768

2

Shipment

€ 5,655

223

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€ 5,655

7

Total Expenses

€ 18,348

722

€ 7,155

222

€ 6,474

84

€ 3,633

46

€ 4,170

47

€ 6,005

72

€ 3,015

66

€ 2,930

91

€ 6,426

59

€ 3,490

37

€ 4,220

55

€ 4,105

40

€ 69,929

83

- 623

€ - 3,940

- 122

€ 229

3

€ 4,165

53

€ 4,717

53

€ 2,057

25

€ 1,545

34

€ 267

8

€ 4,513

41

€5,920

63

€ 3,473

45

€ 6,024

59

€ 14,193

17

Membership Programs

Expenses Salary

Coaching Programs

Net Operating Income

€ - 15,821

PROFIT & LOSS

YEAR 2021

Revenue

January

%

February

%

March

%

April

%

May

%

June

%

July

%

August

%

September

%

October

%

November

%

December

%

Yearly

%

Magazine

€ 2,720

34

€ 2,250

27

€ 6,600

51

€ 5,440

42

€ 4,490

34

€ 4,600

39

€ 2,360

34

€ 1,600

29

€ 6,710

43

€ 5,190

38

€ 3,920

34

€ 5,800

39

€ 51,680

38

Art Prints

€ 1,129

14

€ 961

12

€ 775

6

€ 918

7

€ 1,343

10

€ 876

7

€ 705

10

€ 544

10

€ 1,779

11

€ 1,098

8

€ 1,581

14

€ 2,274

15

€ 13,983

10

Creative Journal

€ 159

2

€ 114

1

€ 135

1

€ 123

1

€ 168

1

€ 150

1

€ 138

2

€ 78

1

€ 249

2

€ 186

1

€ 81

1

€ 285

2

€ 1,866

1

Agenda

€ 304

4

€ 185

2

€ 138

1

€ 69

1

€ 69

1

€ 289

2

€ 477

7

€ 665

12

€ 856

5

€ 755

6

€ 301

3

€ 677

5

€ 4,785

4

T-shirt

€ 675

9

€ 593

7

€ 429

3

€ 780

6

€ 1,122

9

€ 1,189

10

€ 929

13

€ 597

11

€ 1,055

7

€ 857

6

€ 558

5

€ 1,305

9

€ 10,089

7

Treasure Pouch

€ 174

2

€ 192

2

€ 272

2

€ 222

2

€ 294

2

€ 272

2

€ 298

4

€ 144

3

€ 312

2

€ 326

2

€ 276

2

€ 530

4

€ 3,312

2

Membership Programs

€ 2,180

28

€ 2,860

35

€ 3,220

25

€ 3,080

24

€ 2,440

19

€ 1,900

16

€ 1,220

18

€ 1,180

21

€ 2,900

19

€ 2,440

18

€ 2,580

23

€ 2,080

14

€ 28,080

21

Private Coaching

€ 460

6

€ 820

10

€ 1,140

9

€ 1,880

14

€ 2,840

22

€ 2,160

18

€ 440

6

€ 440

8

€ 1,280

8

€ 2,280

17

€ 1,600

14

€ 1,560

11

€ 16,900

13

Private Mentoring

€ 120

2

€ 220

3

€ 350

3

€ 465

4

€ 380

3

€ 440

4

€ 320

5

€ 190

3

€ 440

3

€ 410

3

€ 550

5

€ 220

1

€ 4,141

3

Total Revenue

€ 7,921

100

€ 8,195

100

€ 13,059

100

€ 12,977

100

€ 13,146

100

€ 11,876

100

€ 6,887

100

€ 5,526

100

€ 15,581

100

€ 13,542

100

€ 11,447

100

€ 14,731

100

€ 134,888

100

Gross Profit

€ 7,894

100

€ 8,168

100

€ 13,030

100

€ 12,948

100

€ 13,118

100

€ 11,848

100

€ 6,860

100

€ 5,499

100

€ 15,552

100

€ 13,513

100

€ 11,419

100

€ 14,703

100

€ 134,588

100

€ 2,400

30

€ 3,200

39

€ 2,400

18

€ 2,400

18

€ 3,200

24

€ 3,200

27

€ 3,700

54

€ 2,400

43

€ 2,400

15

€ 3,200

24

€ 3,200

28

€ 3,200

22

€ 34,900

26

Marketing & Advertising

€ 388

5

€ 588

7

€ 3,559

27

€ 866

7

€ 1,022

5

€ 2,388

20

€ 488

7

€ 443

8

€ 3,559

23

€ 633

5

€ 643

6

€ 638

4

€ 14,836

11

Accounting & Legal

€ 150

2

€ 150

2

€ 150

1

€ 150

1

€ 150

1

€ 150

1

€ 150

2

€ 150

3

€ 150

1

€ 150

1

€ 150

1

€ 150

1

€ 1,800

1

Business Trips

€ 90

1

€ 130

2

€ 240

2

€ 120

1

€0

0

€ 170

1

€ 80

1

€0

0

€ 320

2

€ 210

2

€ 120

1

€ 120

1

€ 1,200

1

Barcode

€0

0

€0

0

€ 228

2

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€ 228

0

Mailchimp + Web Maintenance

€ 64

1

€ 64

1

€ 64

0

€ 64

0

€ 64

0

€ 64

1

€ 64

1

€ 64

1

€ 64

0

€ 64

1

€ 64

1

€ 64

0

€ 768

1

Google Business Suite

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 250

0

€ 8,000

101

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€ 8,000

6

Contributors’ Fee

€0

0

€0

0

€0

0

€ 200

2

€ 200

2

€ 200

2

€0

0

€0

0

€ 100

1

€ 200

1

€ 200

2

€ 100

1

€ 1,200

1

Printing

€0

0

€ 6,000

73

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€ 6,000

4

Production

€ 3,175

40

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€ 3,175

2

Shipment

€ 10,960

138

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€ 10,960

8

Total Expenses

€ 25,248

319

€ 10,153

124

€ 6,662

51

€ 3,821

29

€ 4,278

33

€ 6,193

52

€4,503

65

€ 3,078

56

€ 6,614

42

€ 4,478

33

€ 4,398

38

€ 4,293

29

€ 83,717

62

Net Operating Income

€ - 17,354

- 219

€ - 1,985

- 24

€ 6,368

49

€ 9,127

70

€ 8,840

67

€ 5,655

48

€ 2,357

34

€ 2,421

44

€ 8,938

57

€ 9,035

67

€ 7,021

61

€ 10,410

71

€ 50,871

38

Expenses Salary

Coaching Programs

PROFIT & LOSS

YEAR 2022

Revenue

January

%

February

%

March

%

April

%

May

%

June

%

Magazine

€ 3,850

38

€ 3,240

30

€ 7,800

49

€ 6,130

44

€ 5,620

36

€ 5,319

36

Art Prints

€ 1,084

11

€ 1,248

11

€ 1,027

6

€ 1,014

7

€ 1,568

10

€ 539

Creative Journal

€ 179

2

€ 134

1

€ 155

1

€ 137

1

€ 182

1

Agenda

€ 325

3

€ 206

2

€ 134

1

€ 65

0

€ 65

T-shirt

€ 767

7

€ 637

6

€ 627

4

€ 834

6

Treasure Pouch

€ 211

2

€ 215

2

€ 349

2

€ 273

Ceramics Set

€ 530

5

€ 284

3

€ 334

3

€ 2,310

23

€ 2,900

26

€ 3,810

Private Coaching

€ 820

8

€ 1,500

14

Private Mentoring

€ 150

1

€ 580

Total Revenue

€ 10,239

100

Gross Profit

€ 10,204

%

August

€ 3,237

33

€ 2,286

4

€ 831

9

€ 117

1

€ 146

0

€ 805

6

€ 1,176

8

€ 696

2

€ 363

2

€ 330

2

€ 522

24

€ 3,120

22

€ 1,200

8

€ 1,580

5

€ 480

3

€ 10,961

100

€ 15,933

100

€ 10,926

100

€ 2,400

23

€ 3,200

Marketing & Advertising

€ 838

8

Accounting & Legal

€ 150

Business Trips

September

%

October

%

November

%

December

%

Yearly

%

32

€ 7,822

39

€ 5,520

36

€ 3,850

31

€ 6,850

40

€ 61,524

38

€ 626

9

€ 2,091

10

€ 1,346

9

€ 1,676

13

€ 2,494

15

€ 5,652

10

1

€ 107

2

€ 266

1

€ 212

1

€ 116

1

€ 308

2

€ 10,265

1

€ 564

6

€ 736

10

€ 903

5

€ 867

6

€ 237

2

€ 745

5

€ 4,160

3

5

€ 867

9

€ 593

8

€ 1,109

6

€ 911

6

€ 583

5

€ 1,465

9

€ 10,089

6

€ 393

3

€ 313

3

€ 233

3

€ 411

2

€ 381

2

€ 349

3

€ 669

4

€ 6,096

3

3

€ 426

3

€ 334

3

€ 284

4

€ 760

4

€ 572

4

€ 568

5

€ 1,152

7

€ 23,220

4

€ 2,760

18

€ 2,900

20

€ 2,310

24

€ 1,450

21

€ 3,120

16

€ 2,850

19

€ 2,900

23

€ 1,990

12

€ 4,032

20

11

€ 2,880

18

€ 2,200

15

€ 800

8

€ 480

7

€ 2,880

14

€ 2,280

15

€ 1,640

13

€ 960

6

€ 2,370

12

€ 410

3

€ 510

4

€ 640

4

€ 350

4

€ 220

3

€ 670

3

€ 440

2

€ 580

5

€ 350

2

€ 113,087

3

100

€ 13,910

100

€ 15,663

100

€ 14,604

100

€ 9,769

100

€ 7,032

100

€ 20,048

100

€ 15,396

100

€ 12,516

100

€ 17,000

100

€ 135,673

100

€ 15,896

100

€ 13,873

100

€ 15,627

100

€ 14,568

100

€ 9,734

100

€ 6,997

99

€ 20,011

100

€ 15,359

100

€ 12,480

100

€ 16,964

100

€ 135,236

100

29

€ 2,400

15

€ 2,400

17

€ 3,200

20

€ 3,200

22

€ 3,700

38

€ 2,400

34

€ 2,400

12

€ 3,200

21

€ 3,200

26

€ 3,200

19

€ 34,900

21

€ 1,038

9

€ 4,009

25

€ 1,316

9

€ 1,093

7

€ 2,838

19

€ 938

10

€ 893

13

€ 4,009

20

€ 1,083

7

€1,093

9

€ 1,088

6

€20,237

12

1

€ 150

1

€ 150

1

€ 150

1

€ 150

1

€ 150

1

€ 150

2

€ 150

2

€ 150

1

€ 150

1

€ 150

2

€ 150

1

€ 1,800

1

€ 90

1

€ 130

1

€ 240

2

€ 120

1

€0

0

€ 170

1

€ 80

1

€0

1

€ 320

2

€ 210

1

€ 120

1

€ 120

1

€ 1,200

1

Barcode

€0

0

€0

0

€ 228

1

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€ 228

0

Mailchimp + Web Maintenance

€ 64

1

€ 64

1

€ 64

1

€ 64

0

€ 64

0

€ 64

0

€ 64

1

€ 64

1

€ 64

0

€ 64

0

€ 64

1

€ 64

0

€ 768

0

Google Business Suite

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 21

0

€ 250

0

€ 8,000

78

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€ 8,000

5

Contributors’ Fee

€0

0

€0

0

€0

0

€ 200

1

€ 200

1

€ 200

1

€0

0

€0

0

€ 100

1

€ 200

1

€ 200

2

€ 100

1

€ 1,200

1

Printing

€0

0

€ 5,100

47

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€ 5,100

3

Membership Programs

July

%

Expenses Salary

Coaching Programs

Production

€ 4,100

40

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€ 4,100

3

Shipment

€ 9,200

90

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€0

0

€ 9,200

6

Total Expenses

€ 24,863

243

€ 9,703

89

€ 7,112

45

€ 4,271

31

€ 4,728

30

€ 6,643

45

€ 4,954

51

€ 3,528

50

€ 7,064

35

€ 4,928

32

€ 4,848

39

€ 4,743

28

€ 87,383

54

€ - 14,659

- 143

€ - 1,223

11

€ 8,784

55

€ 9,602

69

€ 10,899

70

€ 7,925

54

€4,780

49

€ 3,469

49

€ 12,947

65

€ 10,431

68

€ 7,632

61

€ 12,221

72

€ 75,252

46

Net Operating Income

PROFIT & LOSS

YEAR 2023

BREAK EVEN

POINT

BEP Revenue

Quartely 2020

FY1 - 2021

FY2 - 2022

FY3 - 2023

Net Revenue

€ 4,353

€ 84,303

€ 134,888

€ 163,071

Gross Profit

€ 4,313

€ 84,121

€ 134,588

€ 162,634

€ 10,929

€ 69,929

€ 83,717

€ 87,383

€ 14,193

€ 50,871

€ 75,252

Total Expenses

Profit Before Taxes

€ - 6,617

November

December

Total

€0

€ 84

€ 84

€ 168

€0

€ 200

€0

€ 200

€ 14 €0

€ 14 € 100

€ 14 € 150

€ 42 € 250

Digital Advertising Social Media

€ 140

€ 175

€ 140

€ 455

Offline Advertising Guerrilla Marketing

€ 38

€ 24

€ 38

€ 100

Market Research Surveys Feedbacks

€0 €0

€0 €0

€0 €0

€0 €0

€ 192

€ 597

€ 426

€ 1,277

January

February

March

April

May

June

July

August

September

October

November

December

Total

€ 50

€ 90

€ 200

€ 80

€0

€ 130

€ 40

€0

€ 280

€ 170

€ 80

€ 80

€ 1,200

Events Workshops Tours

€0 €0 €0

€0 € 200 €0

€0 €0 €0

€0 €0 €0

€0 € 200 €0

€ 2,000 €0 €0

€0 €0 € 100

€0 €0 €0

€0 €0 €0

€0 €0 €0

€0 € 200 €0

€0 €0 €0

€ 2,000 € 600 € 100

Public Relation Launch Party

€0

€0

€ 1,000

€0

€0

€0

€0

€0

€ 1,000

€0

€0

€0

€ 2,000

€ 14 €0

€ 14 €0

€ 14 €0

€ 14 € 250

€ 14 €0

€ 14 €0

€ 14 €0

€ 14 €0

€ 14 €0

€ 14 €0

€ 14 €0

€ 14 € 250

€ 168 € 500

Digital Advertising Social Media Ads Native Ads

€ 220 €0

€ 220 €0

€ 391 € 2,000

€ 448 €0

€ 275 €0

€ 220 €0

€ 220 €0

€ 275 €0

€ 391 € 2,000

€ 465 €0

€ 275 €0

€ 220 €0

€ 3,620 € 4,000

Offline Advertising Guerrilla Marketing

€ 20

€ 20

€ 20

€ 20

€ 20

€ 20

€ 20

€ 20

€ 20

€ 20

€ 30

€ 20

€ 250

Market Research Surveys Feedbacks

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€ 304

€ 544

€ 3,625

€ 812

€ 509

€ 2,294

€ 484

€ 379

€ 3,705

€ 669

€ 599

€ 584

€ 14,438

Internal Marketing Business Trips

National Marketing Workshops

Online E-marketing Podcasts

Total

Internal Marketing Business Trips

National Marketing

Online E-marketing Podcasts

Total

ADVERTISING & MARKETING BUDGET - 2020 & 2021

October

February

March

April

May

June

July

August

September

October

November

December

Total

€ 90

€ 130

€ 240

€ 120

€0

€ 170

€ 80

€0

€ 320

€ 210

€ 120

€ 120

€ 1,600

Events Workshops Tours

€0 €0 €0

€0 € 200 €0

€0 €0 €0

€0 €0 €0

€0 € 200 €0

€ 2,000 €0 €0

€0 €0 € 100

€0 €0 €0

€0 €0 €0

€0 €0 €0

€0 € 200 €0

€0 €0 €0

€ 2,000 € 600 € 100

Public Relation Launch Party

€0

€0

€ 1,000

€0

€0

€0

€0

€0

€ 1,000

€0

€0

€0

€ 2,000

€ 14 €0

€ 14 €0

€ 14 €0

€ 14 € 250

€ 14 €0

€ 14 €0

€ 14 €0

€ 14 €0

€ 14 €0

€ 14 €0

€ 14 €0

€ 14 € 250

€ 168 € 500

Digital Advertising Social Media Ads Native Ads

€ 339 €0

€ 339 €0

€ 510 € 2,000

€ 567 €0

€ 394 €0

€ 339 €0

€ 339 €0

€ 394 €0

€ 510 € 2,000

€ 584 €0

€ 394 €0

€ 339 €0

€ 5,048 € 4,000

Offline Advertising Guerrilla Marketing

€ 35

€ 35

€ 35

€ 35

€ 35

€ 35

€ 35

€ 35

€ 35

€ 35

€ 35

€ 35

€ 420

Market Research Surveys Feedbacks

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€ 478

€ 718

€ 3,799

€ 986

€ 643

€ 2,468

€ 658

€ 443

€ 3,879

€ 843

€ 763

€ 758

€ 16,436

January

February

March

April

May

June

July

August

September

October

November

December

Total

€ 90

€ 130

€ 240

€ 120

€0

€ 170

€ 80

€0

€ 320

€ 210

€ 120

€ 120

€ 1,600

Events Workshops Tours

€0 €0 €0

€0 € 200 €0

€0 €0 €0

€0 €0 €0

€0 € 200 €0

€ 2,000 €0 €0

€0 €0 € 100

€0 €0 €0

€0 €0 €0

€0 €0 €0

€0 € 200 €0

€0 €0 €0

€ 2,000 € 600 € 100

Public Relation Launch Party

€0

€0

€ 1,000

€0

€0

€0

€0

€0

€ 1,000

€0

€0

€0

€ 2,000

€ 14 €0

€ 14 €0

€ 14 €0

€ 14 € 250

€ 14 €0

€ 14 €0

€ 14 €0

€ 14 €0

€ 14 €0

€ 14 €0

€ 14 €0

€ 14 € 250

€ 168 € 500

Digital Advertising Social Media Ads Native Ads SEM Display Ads

€ 339 €0 € 300 € 150

€ 339 €0 € 300 € 150

€ 510 € 2,000 € 300 € 150

€ 567 €0 € 300 € 150

€ 394 €0 € 300 € 150

€ 339 €0 € 300 € 150

€ 339 €0 € 300 € 150

€ 394 €0 € 300 € 150

€ 510 € 2,000 € 300 € 150

€ 394 €0 € 300 € 150

€ 394 €0 € 300 € 150

€ 339 €0 € 300 € 150

€ 5,048 € 4,000 € 3,600 € 1,800

Offline Advertising Guerrilla Marketing

€ 35

€ 35

€ 35

€ 35

€ 35

€ 35

€ 35

€ 35

€ 35

€ 35

€ 35

€ 35

€ 420

Market Research Surveys Feedbacks

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€0 €0

€ 928

€ 1,168

€ 4,249

€ 1,436

€ 1,093

€ 2,918

€ 1,108

€ 893

€ 4,329

€ 1,293

€ 1,213

€ 1,208

€21,836

Internal Marketing Business Trips

National Marketing

Online E-marketing Podcasts

Total

Internal Marketing Business Trips

National Marketing

Online E-marketing Podcasts

Total

ADVERTISING & MARKETING BUDGET - 2022 & 2023

January

LEGAL

ACTIONS

Business Structure Limited Liability Partnership (LLP) We are the two owners of Ambi, the creative medium therefore the most appropriate structure for registering our company is the partnership with limited liability. A general partnership is a for-profit entity that is created by a mutual understanding between two or more parties. Our partnership is a union between friends as we share the same interest and future goals. Additionally, the both of us are protected from debts against the partnership. None of us will be responsible for the actions of the other.

Contributor’s Contracts The digital platform is a service-based space with the access to a bespoke 4-level online coaching program and private sessions both with coaches and mentors. Each of the before mentioned teaching channels is created in collaboration with professionals - for coaching and creative industry insiders - for mentoring. The pricing rates are established according to the standards within the industry and follow a customised framework. Bespoke online program - is a pre-filmed course composed of four levels and taught by 4 different trained and certified coaches. Our collaboration is based on a payment for the preparation and development of the steps for the full program. On our side, lies the responsibility to provide the platform and the right clients as well as maintain a high standard of customer service and satisfaction. One level of the program is composed of 6 classes, each one’s duration is 45 minutes. A single level costs 90 euro, whereas a package of the complete course costs 320 euro. Agreement: 2.000 euro/one-time payment Private coaching sessions - are a one-to-one, online meetings conducted at the real time between a trained coach and the client. One class duration is 60 minutes and costs 70 euro. There is also a possibility to buy a package of 5 classes for 320 euro. Agreement: 70% for coach (50 euro) - 30% for Ambi (20 euro) Private mentoring sessions - are a one-to one, online meetings conducted at the real time between an experienced and skilled mentor and the client. One class duration is 60 minutes and costs 30 euro. There is also a possibility to buy a package of 5 classes for 100 euro. Agreement: 50% for mentor (15 euro) - 50% to Ambi (15 euro)

603

EUROPEAN

TRADEMARKS

Trademark Trademark is essentially another word for brand or brand name. It can be as well a symbol, slogan, or device that serves to both identify and distinguish a business or product from others in the market. We are aware of the fact that it is not required by the law but it is a good idea to register the name of our creative medium as a trademark. In the event that another business tries to use the same or similar name, we will have legal recourse to stop it. A trademarked name marks all of our products and services as ours and protects us from counterfeit products. What is more, trademarks are protected by intellectual property rights. Trademarks are also used as a way of protecting our consumers. When we decide to take responsibility for our products and services, we tend to take more pride in our activity. Additionally, to maintain a good reputation, we will work harder to provide quality services and products to our audience. Protection - We want to protect our brand name and preserve its exclusive rights. It is important to keep the brand name safe from piracy or fraudulent use of your name by third parties. Recognition - The registration of the trademark makes our brand a logo immediately recognizable. In this way we are able to distinguish our products from competitors. Reputation - Our brand’s reputation depends on the uniqueness of our products: showing that our service and products are different from others by registering the trademark and protecting the brand’s reputation. Value - Registering our trademark will allow us to increase revenues and market our services in as many classes as possible.

European trademark classification The Nice Classification is a system of classifying goods and services for European Union (EU) trade mark applications. It consists of 45 classes, assigning goods to Classes 1 to 34, and services to Classes 35 to 45. Each class is represented by a class heading, which gives general information about the type of goods or services covered. We are registering the Ambi brand name on the territory of the entire Europe in 4 different classes: Class 35: Advertising, business management, business administration, office functions Class 41: education, providing of training, entertainment, sporting and cultural activities Class 45: legal services, security services for the physical protection of tangible property and individuals, personal and social services rendered by others to meet the needs of individuals Class 16: Paper and cardboard; Printed matter; Bookbinding material; Photographs; Stationery and office requisites, except furniture; Adhesives for stationery or household purposes; Drawing materials and materials for artists; Paintbrushes; Instructional and teaching materials; Plastic sheets, films and bags for wrapping and packaging; Printers’ type, printing blocks

605

Creative Medium Chapter 1 Chapter 2 Chapter 3 Issue 0

7

We fight for getting defined when we feel undefined.

CREATIVE MEDIUM

STRUCTURE

Ambi, our creative medium, is present on three channels - official website, Instagram page and the printed biannual magazine. These ingredients form the universe of Ambi - our ambience. The digital platform is where we create a profound and stable relationship with our audience. It is here where articles, opinion pieces, podcasts, videos and interviews are featured in full format. The website is the integration place for our young women where the new-coming events and consultancy appointments are scheduled. What is more, the platform is integrated with our e-commerce where the ideas of our emerging talents are transformed into real products. The Instagram page is the tool that we use for daily communication with our target market. It is here where the quick and efficient conversation takes place. Through the regular content - categorised in various columns we spread the personality of our medium, in a fresh, positive and direct way. The printed magazine serves as a publishing that summarizes the six months of our activity. Presented as an inspirational and directional book and released twice a year, it encompases the full spectrum of the data that has been gathered. It is information-driven, content-based and emotion-rich. We celebrate every issue as a chapter that defines the development steps of our medium.

AMBI - THE CREATIVE MEDIUM 611

Articles Opinion pieces Podcasts Videos Interviews New-coming events Mentoring appointments E-commerce

DIGITAL ACTIVITIES

Our digital platform is where written content is accompanied with interactive one and offline events are integrated with online consultancy services. We cater for all aspects of life of our audience. We support them from the very beginning when they struggle to self-identify themselves - written articles and coaching programs are of biggest help here. As the second step, when their self-awareness is growing, we accompany them in their professional journey by guiding them to structure their future direction - mentoring and coaching private sessions are of crucial support here. The final step, projected as a development of our company, to complete the circular activity of our medium is intercepting talents within our community and providing them with real job opportunities serving as a matching link between young creatives and companies.

613

One piece of art - many experiences The focus of this series are many forms of art, ranging from a movie, book or poem to an exhibition, cultural event or festival. We are giving voice to unbiased people to share their thoughts after experiencing a chosen art form. Each participant gets the same set of questions - adapted to the art form - and is asked to give her personal opinion. Even the most universal things can be seen from different perspectives which is eye-opening for many of us and serves as an encouragement to experience it by ourselves. Story on a topic - many perspectives This column shows various approaches to the same topic. Some display a fresh and entertaining perspective whereas others deal with an academic topic. We are asking young women to create a short story written by them on a given topic. The aim is to present their thoughts in a visual way, where the text serves as background for an appealing editorial. It will be a regular feature on our social media page - reflecting the personal and creative minds of our audience. Emphasize on Describes one place, one object, one food, one video, one event and one fashion that stimulates conversation and is shown in all its uses and shapes. The most common aspects of our lives generate a reason to talk, smile and create.

One piece of art Story on a topic Emphasize on I have nothing to wear I choose you The Ordinary versus The Crazy Meet the ambi women Meet the mentors

SOCIAL ACTIVITIES

I have nothing to wear Even though our wardrobes are filled with numerous clothing, many times we think that we have nothing to wear. We want to provide a conscious perspective over consumption by delivering a powerful message that less can be more. And show the ways to combine wardrobe staples that many think that could never go together but they do, indeed. I choose you We focus on one fashion item that everyone has in their wardrobes. We propose a twisted visual story on how to give it an interesting and unusual use. The Ordinary versus The Crazy Describes two perspectives on one life matter. The mainstream approach to doing and the upstream point of view. Entertaining and joyful visual guide on proving, those who believe that life is only black and white, wrong.

Meet the mentors Is connected with promoting our counselling services and introduces the concept that everyone can become the mentor. The only value you need to possess is the passion and desire to share your knowledge and experiences with others. Mentoring is the new modern way of a mutual exchange.

Meet the ambi women Is our social and promotional initiative for community building. We introduce the profiles of young creative women who are part of the Ambience Club throughout our social channels. Their photos are featured with short descriptions of who they are and why are they the Ambi women - serving as an inspiration and motivation for others. Additionally, each Ambi woman is the protagonist of a shortened version of interviews conducted by us and forming the database of the creative generation of women.

Issue 0 gives the introduction to the process of selfdevelopment, highlighting the importance of starting an open conversation about it and addressing the most relevant aspects we will cover throughout our magazine. The journey follows the archetypes represented by the ancient goddesses, who illustrate specific feminine models. Yet, at the same time they describe the female development path, especially through the transformation experienced by Afrodite. We found the inspiration in the book of Goddesses in Everywoman written by Jungian analyst Jean Shinoda Bolen who explores how the stories from ancient mythology can be relevant to women today. According to the author, there are seven female archetypes connected to the goddesses, who influence our being, our feeling and our way of doing. Originally, every woman is primarily linked to one goddess who has a predominant influence over her but potentially each one of us possesses the character features of all the seven goddesses. What one woman does, may not make any sense to the other one. The more complex our personality is, the greater the possibility that our mind is influenced by more than one goddess only. When the different goddesses are competing within the psyche of the woman, she must decide which aspect of herself to express. In order not to become confused in life and dependent on her doubts, insecurities and lack of proper decision-making. The first stop addresses the Vulnerable Goddesses - Hera, Demeter and Persephone. We focus on such matters as influences, dependency and how to start the journey towards independence. The second step analyzes the Virgin Goddesses - Artemis, Athena and Estia and stresses the Independency, strength and fragility of the human being. The third step gives space for the Alchemical Goddess - Aphrodite specifying how to start changing ourselves and implementing the new into our lives. The fourth stop represents the Male Deities and shows a way to integrate the male and the female. Throughout the issues, the manual takes its audience on a guided journey of selfdiscovery. The reader starts from the position of being a dependent person aiming to change her destination into interdependence and eventually individuality. Once she is aware of herself and she is able to accept who she is, she begins to individualize her self-image and becomes herself between millions. It is a map with various stops projected on the way that leads to the final destination.

MAGAZINE STRUCTURE 619

2

Virgin Goddesses

Independency, strength, fragility

3

Alchemical Goddess

How to change and integrate?

0

First step towards self-development Where to start my inner map?

ISSUE MAP No. 0 & 1 - 2021 No. 2 & 3 - 2022 No. 4 & 5 - 2023

1

Vulnerable Goddesses

Influences, towards independence

ARE YOU READY TO TAKE THE SELF-DESTINATION?

4

Male Deities

The male and the female

5

A step forward

Expressing divinity with and through others

3 CHAPTERS Chapter I Eyes Wide Open Chapter II Both feet on the ground Chapter III Head in the clouds

623

The first chapter describes the most personal section when real emotions and stories are shown. Its name defines the moment when we wake up every day and open our eyes for the first time. We look around, we feel a bit confused, the image is still quite blurry. After a few seconds, we get the focus of the surroundings and we have our eyes wide open. Every matter can be seen from many angles, providing the readers with various perspectives to evoke their curiosity and give reasons to question what they are doing and how they are doing it. It is thought-provoking and can be a birthplace for openness and tolerance.

EYES WIDE OPEN In conversation with Eye to eye with 10 steps to overcome You left me unread Open Question

CHAPTER 1 624

625

In conversation with Are personal interviews conducted among young women, who are reflecting the age, status and state of our target audience. The idea behind is to show the interviewee from her most honest and vulnerable perspective. Therefore, the conversation is addressing emotions that are coming from the inside, making it an auto-introspection dialogue through which the woman is facing her uncertainties on her own. To keep up with the raw, unprocessed aesthetic, the photos will be taken by a person close to the protagonist and completing the intimate moment of self-truth. There will be three personal interviews in each issue, featured under chapter 1.

Eye to eye with Focuses on a specific psychological condition that young women in their phase of self-definition are facing. This column is written by a professional psychotherapist or a life coach who is able to explain a given term by introducing relevant inside data and provide the reader with guidelines and suggestions on how to deal with its consequences affecting our wellbeing.

10 steps to overcome Is related to the feature on the Story on a topic. It deals with the academic term and presents the gathered information and data in an infographic manual. It serves as a direct overview summarizing the main points and presenting them in a nutshell.

You left me unread Is, purposely, featured as the last element of chapter one. It shows human interactions in a novel setting where positivity and humour reign. The article deals with everyday situations that are universally present. The objective is to give a new point of view of the most common aspects of our lives and debunk the stereotypes and misconceptions about the place of women and men in our modern society.

Open Question We ask one question and we receive many answers. Every individual has their own way of acting. There is no good or wrong. There are just options. Through their advice, the industry insiders show young people that every voice counts. There are two open questions featured in the magazine - the other one in the third chapter dedicated to inspirations. 627

The second chapter speaks about the future of our target audience. We are placing importance on helping them to find their direction as we are aware of the fact that it is a soft underbelly for many young women. There is a lot of confusion and misconceptions when it comes to creative work environments which makes many overwhelmed with unclear requirements. When getting to know the structures we are starting to organize our expectations and confront them with reality. To have both feet on the ground is to have a firm action plan that leads us towards our professional goals. In order to learn from others, our protagonists of this chapter will be experienced women with professional backgrounds.

BOTH FEET ON THE GROUND A day with Case Study On how to achieve How to become a

CHAPTER 1 628

A day with Is an inside look into the life of a creative mind. We are accompanying one professional from an artistic industry during an usual day on her duties. We want them to share with us their professional routine and how they cope with daily assignments. In this way, our audience, taking the example of a professional, is able to take inspiration and implement their suggestions into their own lives.

Case Study Describes the way, of a professional, on how she achieved the position she is now at. The article serves as a learning class showing how to transform failures and mistakes into a motivational lesson. From a personal perspective, they were able to achieve a work-life balance and they treat their career commitments as a natural, satisfying part of it.

On how to achieve Is a visual manual dealing with the emotional side of our career. We will help the readers to achieve maturity in facing work-related issues. The feature is written by a life-coach who shows the steps in how to implement practical changes that will show realistic results.

How to become a In this feature we want to clarify all the uncertainties when it comes to choosing a specific job position. Many young people are not aware of the requirements that each profile holds. When reading the interview, the audience will clear their mind on what professional direction to follow and will be able to better understand the creative industry. 631

The third chapter is a pure fantasy. It tells us that it is necessary to dream to achieve greatness. Head in the clouds is a distinctive part of the magazine filled with visual stories that serve as an escape from reality and a place where creativity is born. By speaking the language of our generation, we are addressing popular concerns from a fresh and positive point of view. We are showing them that inspiration can be found everywhere, no matter the place or time.

HEAD IN THE CLOUDS

Study on Cover story Diary-Workbook Design Thinking Photoalbum Letter to yourself

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Study on Describes one place, one object, one food, one video, one event and one fashion that stimulates conversation and is shown in all its uses and shapes. The most common aspects of our lives generate a reason to talk, smile and create.

Cover story Is strictly linked to the self-development map that the magazine has constructed. It tells a story of how the past meets the present through a personal diary, describing the background, inspirations and showing a personal story of the protagonist.

Diary-Workbook Is made out of a detachable page and serves as an exercise for selfdevelopment, stimulating the reader to think by making her own considerations on the given topic. Our audience will be encouraged to share their answers on their social media to be featured by Ambi.

Design Thinking Is making our audience think out of the box and stimulating the creativity that is hidden in every individual. We provide them with games that can produce multiple alternatives with the aim to break the mould traditional response though freedom of thinking.

Photoalbum Are editorials featured in each issue, taking the reader through a visual journey of emotions and immersing into a study of self-discovery. They give inspirations and create hideaways from the constant stream of negativity and mediocrity.

Letter to yourself Is concluding each issue of the magazine. It is written by the editors-inchief and shares their personal thoughts represented in a motivational and easy-going way. It sums up the content of the publication, organizing the key takeaways and relating them to our lives. It is a ‘thank you’ note to our readers and an invitation for the next issue. With the letter to yourself we hope to shake the hearts of the insecure ones and question certainties of those who are firm in their certainties. 635

ISSUEZERO SELF-DEVELOPMENT - BEING SELF-AWARE: WHAT SHOULD I FOCUS ON? We perceive self-development as a very personal process that continues through our whole life. It is a way for all of us to assess our skills and qualities, consider our future aims and set goals in order to realise and maximise our potential. The Ambi manual guides the audience to help them identify their skills that they need in order to enhance their employability prospects, raise their confidence, and lead to a more fulfilling, higher quality life. Self-development is all about planning to make relevant, positive and effective life choices and decisions for the future to enable personal empowerment. The Issue 0 is about giving an introduction to the series of issues that will follow the journey of self-development. We want to make a statement about the fact that each one of us is able to lead a wholehearted life. By transition and adaptation, mindsets are switched from passive to active. Beginnings teach us to face what we never thought to face. To look where we never looked before. To risk what is stable. To change what is comfortable. To live fully.

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CHAPTER ONE

CHAPTER TWO

CHAPTER THREE

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