MULBERRY COLOUR PALETTES

PRESENTATION FOR DUMMIES

You will need:
Clarity in speech, speak slowly and clearly
Clear points which lead from one another
Confidence
Relevant imagery/ videos/ stats/ quotes - all referenced
Good time keeping
Ability to speak and not read from a page
Keep it concise, summarising each point
Engage with the audience
P. (point) E. (evidence) E. (explain)
Open and close each segment - easier for the audience to follow
BE PREPARED - understand your research as it's easier to speak about something you know about.
Prompt cards should be make to look professional
Balance image and text on presentation slides

Here's a talk about talking, complete with nice cheesy anecdotes.

YOU BETTER KEEP UP #dieseltribute

Photographer Nick Knight shot this campaign on an iPhone. A number of the models were found on social media sights such as Tumblr. The piece itself was put together using two Apps. We're now in a world where anyone can create anything, the digital revolution is well and truly upon us, you better keep up. 

PRO'S & CON'S

Communication Channels Pro's and Con's

COMMUNICATION CHANNELS WHAT YOU SAYIN'

' A medium through which a message is transmitted to an intended audience.'

Why: to become part of the consumers journey. This 'journey' usually goes along these lines - awareness, desire, what they require, rationale, research, options, short-list, decision, purchase, review. The back to the beginning it is.

Consumer touch-points - when can their attention be captured - home, travel, work, socialising, leisure, shopping, events, digital.

Integrated marketing - Giving the correct info at the right time, targets at different/ appropriate times, different media for different messages, thus maximising reach and frequency, utilising features and benefits. 

Planning Communication Campaigns: beginning with the campaigns objective they must then decide on a target market which consumer touch-points (see above) they want to position themselves within, key messages, locations, timings, budget, resources, measurements, features and benefits.

Marketing Mix: Adverts, they want a talking point, to create a buzz. PR is a huge part in advertising. Sales promotion, direct marketing. There's also alternative marketing methods, which can develop a sort of 'cult' following, going under the radar to sneakily spread the word of their brand. 

DECODE JAY-Z

NICE ZINE'S BBE

IT'S THAT JOHN LEWIS TIME OF YEAR AGAIN

John Lewis - The Bear and the Hare - A Christmas tale. 

This years John Lewis masterpiece set them back a casual £million. Yep, I know. £2.8m was spent on the production - in order to achieve true storybook authenticity each movement was drawn by hand old school style. The rest was spent on buying airtime. Although this seems like a right bloody waste of money, the aftermath of the whole country simultaneously going 'N'aawwwww' will see Mr. Lewis pull in a third of his annual sales over this festive period.

The Sunday Times article activity.

1 - What insight did John Lewis have?

They wanted to create an emotional attachment/ connection with the consumer. Reminding adults of childhood memories of their favourite stories and programs e.g. Wind in the Willows or Watership Down etc.

2. Target Market?

Family makers, middle class. They quote 'It isn't going to frighten anyone,' implying they are a safe reliable company. Bears and Hares stocking fillers aimed at children, but also at parents as they are the ones who will have to actually fill the stocking. They say in the article 'for all the big moments in life' weddings, babies etc, a strong family orientation.

3. How do JL want to be positioned?

As a 'feel good' shop - reliability and trust. During the start of the recession they began to spread a message of: 'John Lewis was there for them, even in the midst of a crisis.' They're the 2nd biggest furniture retailer, so still sticking with the home makers theme.

4. What are their promises/ slogan?

'Never knowingly undersold.' This slogan was birthed in 1929 and is one they still use, again conniting trust.

They have now turned their hand at owning Christmas', this years tag line is 'give someone a Christmas they'll never forget,'- 2013.

5. Core values?

Trust/ tradition/ British.

6. What are their objectives?

Selling an idea of 'how to be Christmas' rather than a hard product sell. Emotionally connect with an audience - emotive. Personifying the characters in the advert to make them into a brand - thus creating huge sales from the ad. Finally to build a relationship with their customers.

7. Budget - £7 million in total.

8. Why not use CGI?

They wanted it look authentically like a child's story book, to strike up emotive memories with the viewer.

9. Integrated marketing approach:

- Sales online as when advert ends you can follow the link to the online store

- Window displays

- Soft toys/ cards/ merchandise

- Soundtrack

10. How do they use music?

The song always has emotive lyrics, it's always a cover, usually by a softly singing lady. So far they have all been british singers too, Lily Allen, Ellie Goulding etc. 

MR. MAISON MARTIN MARIELA

Drafting my Magiela moodboard. 

Although this looks like I have done very little work, I have changed the hue, saturation and opacity of each picture, so don't judge me. 

BODEN PRESS DAY AT SOMERSET HOUSE

06.11.13

Boden Press Day

During my week with the promotions team at Grazia magazine, I was given a laborious task to go to Boden S/S 2014 press day and look at pretty clothes. I know. Laborious. The new collection is, of course, full of colour and pattern, this is Boden after all, and with it being for spring ans summer the colours and prints are intensified somewhat. My favourite piece was a neon pink, high waisted, box pleated midi-skirt, adorned with a delicate cream embroidery. I found myself gazing lovingly a number of times at a selection of pastel or vibrant tangerine/ magenta polka dot cigarette trousers . This was then rounded off with a pair of silver brogues which I found particularly intriguing, I am a girl and they were shiny after all. 

In-keeping with the classic 'yummy mummy' Boden style, there were a number of cutesy props and stalls which added to the experience. A sandpit had been fashioned in the centre of the room, complete with printed deckchairs, parasol and table laden with various objet d'art. Floral print clad girls floated past offering candy floss, elderflower water and an ice cream stand stood proudly by the entrance - granted the ice cream man did look a little bored. The complimentary gift bag on leaving carried on the seaside-esque journey with sticks of primary coloured rock, and a generous £100 gift voucher, the main (only) reason I had been sent here. All in all an enjoyable insight into next seasons uplifting prints and colour ways.

 

 

CONSUMER-CENTRIC MARKETING IS A THING

Brands objectives, as I said previously, have now evolved from a straight forward hard sell. They must now lead the consumers, validate their consumers incentives to buy. A modern consumer does not want to be told what to do, therefore the brand must encourage, support and nudge their audience to buy into them. 

Burberry have created a concept in which the customer feels part of something. 

Taking their classic Trench coat, an online community has been birthed under the name #theartofthetrench. A photo sharing site, inviting the consumer to upload a picture of themselves in their coat, creating a tribe of elite trench coat wearing people who are proud to be a part of the Burberry brand. 

Creating a buzz about a new brand through bloggers is now one of the most fail safe ways to promote. Take the Cambridge Satchel Company, for example, a massive part of their marketing was through bloggers, and their success was almost overnight. The way in which the consumer finds the product whilst looking on blogs they want to be looking at, and now have it forced into vision on a billboard and so on, automatically gives the viewer a positive opinion on the brand already.

THE MODERN CONSUMER

We're in the midst of a Digital Revolution. 

the pre-digital consumer was relatively powerless and marketing was limited. The old way was a one way message, interruptive and expensive. As there were limited ways of targeting specific demographics advertisements needed to have mass appeal, meaning results and statistics were hard to record. 

The last decade has seen the rise of the 'Modern Consumer'. Marketing has become active, connected, open, powerful, mobile and lastly impatient. The birth of the Smart Phone and 3G is, the almost sole, reason for these marketing developments. There's greater choice, supply, logistics, communication channels, speed and efficiency. New marketing is a 2 way interactive platform, brands are able to focus on, and target like-minded people under real time, allowing for a more structured marketing strategy. The real-time, mobile and immediacy of this allows consumers to compare and evaluate which brand they want to buy into. It's now about giving the customer information rather than a hard sell. They must create a dialogue, a relationship with their target market based on consumer research, it now has to be time sensitive and location based in order to not piss anyone off. 

This digital footprint does come with pro's and con's however. The research carried out means that we now have no privacy. I don't feel this is a massive issue, but perhaps this is because we have grown accustomed to the 'Big Brother-esq' way of life. 

THE FASHION MARKET - SEGMENTATION AND TARGETING

'Products are made in the factory - brands are made in the mind."

Market Segmentation:

Why Segment? In order to create a niche market, consumers differences need to be recognised, thus creating competitive differences. Allowing a brand to identify who they want to sell to, and the best way to reach them. One brand can have a few different products aimed at different consumers. Coca Cola, for example, have two products, basically the same, 'Coke Zero' and 'Diet Coke', yet the latter seems to be targeted at women with the TV advert starring a scantily clan gentleman and giggling ladies.

Hameide 2011 - "Brand is meant to address users need."

Consumer Segmentation:

Target markets, then divide into sub-groups. 

Demographic - age/ income/ gender etc.

Behavioural - Usage/ need/ occasion/ benefit sought etc. 

Attitude & Phychographic - Beliefs/ motivation/ lifestyle.

Segment Attractiveness 

- Substantial

- Identifiable

- Reachable

- Responsible

- Profitable 

Seth Godin 2013 - "Choose customers first."

DRAFTING - Margiela loves a neautral

Draft Mood boards 

Maison Martin Margiela 

Photoshop tips and treats

Photoshop IT Seminar - Angie

7th, 15th & 22nd of October 2013

Preset - International paper

- size

- resolution 300

- Colourmode CMYK

Image - rotation 90' for landscape

1st layer is background.

Always locked, to alter - double click

Transform image - layer

- edit 

- transform

- scale

- hold shift to keep in scale

- click tick icon to finish

Marquee tool - copy

- paste

- deselect

- then move new layer

Shortcut to duplicate - Alt - then move new copy  

Shortcut to magnifying glass - 'Z' or 'Alt Z' for minus

Shortcut to move tool - 'V'

Shortcut to marquee tool - 'M'

Shortcut to desaturate - 'Ctrl/ Shft/ U' - filter - pixelate - colour/ half tone.

Colour Palette using marquee tool

To put duplicated image on a new layer, drag image icon at the side

Hue & Saturaton - coloursize makes image all shandes & tones of one colour.

Luminosity - edit - fill -foreground - go on image - select drop down above - luminosity - changes image to tones of any layer below/beneath it. 

Then flatten/ merge layers - Ctrl 'E' or Layer - merge down.

This keeps image matching colour below.

Crop to remove excess colour around image - then to new background/ art board OR rectangle marquee tool.

CATEGORISING ONESELF AS A CONSUMER

Visual Analysis - 24.10.13

LOVE 'EM OR HATE 'EM THEY'RE WELL GOOD AT ADVERTS

FASHION MARKETING WITHOUT THE FASH

 FASHION MARKETING 

Si Beales Seminar 

4/10/13

INNOCENT SMOOTHIES

A non-fashion brand under the 7P microscope.

PRICE: Supermarket pricing/ affordable.

PRODUCT: Associate themselves with fresh/ healthy/ natural products appealing to consumers concerned with having a healthy lifestyle. These lifestyle choices are seen to be more fashionable. 

PEOPLE: As I mentioned before, healthy eating is becoming a trend in itself, meaning their target market will grow as the trend does. Their range extends to kids lunch box fillers, and ready made salads, both would be bought by busy working 'yummy mummy's' if we're going to be that specific. 

PLACE: In supermarkets, both luxury and non luxury and, again, both fridge and ready-to-eat isles.

PROMOTION: The message they give is they're an all natural brand/ good to both consumer and creator - charitable promotions include the knitted bottle-top where they donate money to charities. They began using recycling bins to gain publicity. 

PROCESS: Supposedly made with handmade/ handpicked ingredients listed on the bag of the packaging. All quantities are written in a personal way i.e. '9 grapes' giving a personal touch to the consumer. Branching into meals etc. as their competition in the drinks isle is growing. 

"FASHION IS BASED ON CREATING A NEED" - Bruno Remaury LVMH

"Or it ends up in Poundland, God Forbid." - Si Beales.

Lecture: 4/10/13

In this 'online shopping' day and age, retailers must step up to the mark in order to compete. This requires giving the consumer a reason to brace the great outdoors and venture into an actual physical shop. It's about creating an experience, to get us to return. Oxford Street's Topshop store, for example, boasts a lengthy list of enticers including; hair salon, nail bar and EAT cafe. 

Key elements of fashion marketing include:
The DESIGNER - the leader of the pack, the Queen Bee, the Regina George of the fashion world. This will then evolve to the RUNWAY, a fundamental part of marketing fashion as this feeds the media. Provoking new trends to begin. These then TRICKLE DOWN to the high street allowing us mere mortals to get a taste of the action. 

SEASON and TREND are key words in this sector too, trends in pattern, colour, silhouette or micro trends play a massive roll, the 90's, for example, is a massive trend now, giving us an array of chokers, string vests and bubble rucksacks to keep us entertained for a while. This is called BUBBLE UP, an industry term that describes how a trend stems from somewhere other than the runway.
The age of CELEBRITY plays a maaaaassive role in trends these days, too. L. K. Bennett's shares, for example, have shot up since being worn by Kate Middleton.
Fashion ring leaders, mainly Alexa Chung, create there own trends just by looking damn good in what they wear, creating an effect on sales of certain styles.

SEVEN P'S TO REMEMBER

The Seven P's

THE BLOGGER ELITE

Oh what have we created now. 

Our obsession with pretty people, and even prettier clothes, has caused a new breed of reality star to evolve. A strange life-cycle is now in place where-in bloggers take so many photos of fashionistas, that they then become them. 

As Tim Blanks says in the previous video, the celebrity hysteria, combined with the beauty of models, has caused escapism so glamorous that we just can't get enough. The Supermodel clan were the escapism of the 90's recession - is this the modern day remake? The vanity involved with a select few of these new era bloggers is pretty intense. Granted, most, are simply in it for the clothes, but with the vain paranoia and hunger for fame, surely, sooner or later, some monsters may be created. 

Bloggers can get great advertising on a minimal budget, so long as they are at the right place at the right time - either outside a Fashion Week event or chasing Susie Bubble down the street - thus creating a world were we can forget about the cash fuelled woes we're faced with today. 

A GARAGE MAGAZINE PROJECT LADIES AND GENTS

TAKE MY PICTURE from GARAGE Magazine on Vimeo.

LE KOOPLES ON A PAGE

3/10/13 MOOD BOARD SEMINAR

WITH EXTRA MOOD BOARD

MOOD BOARDS 3/10/13

Starting point

Presenting focused information

Tells a story of your research

KEY ELEMENTS

Colour pallette

Theme of research

Materials and Media

Design equation - recipe for a mood board

Key words and text

Marketing focus

Styling

THEMES CAN BE

Conceptual

Abstract

Narative

PRIMARY RESEARCH - Own findings/ 1st hand, directly personally involved.

SECONDARY - Magazines etc.

VISUALLY AWARE AND A MOOD BOARD ON THE SIDE

MODULE 1:

VISUAL AWARENESS - FCP Lecture.

THEN: A brands past or how they reference the past.

NOW: Cultural & visual references made at the moment.

OTHER: Future visual identity, where is the brand going?

VISUAL RESEARCH METHODS: Mood boards. 

Mood boards must be edited, less is more here. 

Research is simply creative investigation, there are so many ways it can be done; taking photos through to analytical quantitative data. 

• Field of study - Theoretical
• Research problem - Theoretical
• Applied research  - Practical
• Quantitative - Data
• Qualitative - Theoretical

Fashion is never static. 

It constantly evolves around us and even if those synics say they aren't affected by fashion, they simply are. Absolutely everything depends on design from gardens to light bulbs. It's about communicating between an audience and a message that's trying to be put across.