TRENDS

Lecture || Tim
27.03.14

Trends - colours, pattern, shape.
- Take brad overview of something and pick out pattern.
- Broken a 'trend' down, and create phrases that can translate into VM or other areas of the industry.
- Looking for trends that can move directly from garments into other platforms.
- e.g. Big Volumes - softer, baggier, drapes - these words you could use in a VM display etc.
- Create ideas/ words that could be where that trend is heading. For example using feminine words like lace, fur, ruffles etc. to use in Mens Wear, would this then modernise the trend?

Looking to garment to evolve our stories & narrative.
- Gather a large body of images, find trends within.
- 'The Musicians.' Punks.
- 'The Intellectualists'
- David Hockney

Examples of trends within Menswear trends that you could use in other platforms.
- Oscar Wilde panache meets Prince Regent Pomp.
- The Nautical Tycoons - Monaco Yacht Club meets Palm Springs Poolside
- Vampire Vantiy meets VIP invite
- 'Shrunk in the wash Preppy meets Dressed by Mom swot'
- 20's Brideshead Privilege meets 80's Miami Vice pastels - Watch/ read Brideshead

FRAGRANCE ANALYSIS ESSAY PLANNING

ISLAND WATER MISSION STATEMENT

Island Water

'Our mission is to inspire and excite our nation through fragrance and memories. To see Britain from a fresh and innovative stand point, still keeping our feet on British soil. We are an Island, geographically we stand alone, but in reality we stand together.'

Brand DNA
- We are Great Britain.
- Memories of Britain.
- Emotive connection with the consumer.
- Personal background.
- Cultured
- Revive british 'tradition.'
- Drawing all things British in lifestyle and personality.

Stay away from:
- Quintessential
- Stereotypical


We don't have brand equity, once we do and have established ourselves as a brand we can launch our other 'memories.'

BRANDING

14.3.14

Joanna | Lecture

Branding

-Planning & Strategy 

Brand Ambition - Market opportunity - Where to market

What exactly are you selling - signature product - Lifestyle - Design Language 

Focusing on your target market - who are we talking to and how?

'Pen Portait' - industry term for consumer profile

Distribution, must support your product/ strategy 

Evolution of a brand - sales focused - product focused - brand focused 

Brand laddering: functional benefits to emotional benefits.

(Maslos higherarchy of needs) 

Consumer Purchase Funnel 

Brand Awareness - whole perfume project, new brand

Consideration

Conversion

Loyalty

Advocacy - then back to the top 

Brand Engagement 

It's not enough just to do a TV & Press advert. 

If there is no emotional connection to the brand we have to consider the entire consumer journey to achieve long term success. Get an emotional connection with the consumer, emotive. Extras wight he box, make it special for the consumer. 

Planning -Brand vision/ mission, positioning, DNA, Issues, tacticts

Communicating/ Briefing - Creative brief, expectations, big idea, expressions

Execution - Execution, Elements, Tone. 

Who do you want to sell to?

What are we selling?

Research - category insights, life insights (target audience) social trends, 

Writing agency briefs - keep it brief, one objective, one target tightly defined, two main reasons to believe.

Before it's sent - get alignment from all stakeholders 

MOTIF

Tim | Lecture
11.3.14
Motif Trend
- icon, symbol, image, device, logo, pictogram, shape, pattern, texture.

1 - Narrative/ contridution to the story
2 - Trend/ seasonal/ contemporary relevance
3 - Innovation / unique application
4 - Meaning/ association
5 - On brand/ appropriateness

Trees
1 - Woodland/ forest
2 - Birch/ bark
3 - in a tree
4 - Twig/ branch 
e.g - Moschino jeans, Nicole Farhi, Sportmax then filters down to hughstreet. River Island and Monsoon. 

Wallpaper
1 - Reto / vintage 
2 - Baroque / Damask 
3 - Floral / chintz
4 - Chnoiserie - french work which means the fad of oriental style in Europe 

Deers
1 - Stags head trophy
2 - Cute bambi
3 - Woodland creature
4 - Antlers 

Birds
1 - taxidermy bird/ gothic
2 - What bird represents your brand. 

Categorisation - notice patterns in things.
Adobe Bridge, Pinterest, get to know what has been done (above) and what is being done and what will be done. 

John Galliano - Le Parfum numero 1 
Perfume ad.
Turn of the century, colour - purple, histories most evocative colour. 'Mauve - Simon' - book.  
Model:
Historic References: historic women, Marchosa Casartchi, Sarah Barnhart (actress) Theda Bara, Eary movie stars - eye makeup & very dark lips - had to survive black and white photography. Mata Hari - a spy, famous acrtress & erotic dancer. Lacrecia Bourjia historical 

The Language of Flowers - Mandy Kirkby. - Prop Symbolism.

Make a mood board of what hsoud be on our adverts. 


Bondini - painter of portrait
John Singer Sargent - Madame X - black velvet gown