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.