Trends determine the way in which the fashion industry works, therefore they play a huge role in the development of retailers and brands ideas. For this brief I had to select a trend then produce an illustrated trend analysis, exploring how it manifests itself within the industry.
Ruffles have made a huge impact for SS17 so I based my analysis on this trend. I explored how they have trickled down from the catwalk to high street to become such a key statement within garments. Alexander McQueen and H&M were the two brands focused on. I also looked at how they communicated the trend to their target audience and modified it to suit their specific consumers.
Marketing mix mood boards.
For this project, I created three mood boards representing the 7P’s Marketing Mix through the use of images and colour panels. I produced the mood boards on Indesign using clipping paths to place my images.
My chosen brand was Givenchy so I split the P’s into 3 mood boards each individually featuring different colours and tones. Givenchy is a luxury brand so I used images to represent this. From my research, I developed an idea of where the brand sits in the luxury market and the typical target customer that would shop at this brand.
Brief // Research, explore and seek out trends in lifestyle, music, subcultures, politics, economics, technology and fashion that could inspire a new male/female/gender neutral collection in one existing bricks & mortar- based fast fashion brand.
After receiving our brief for Fashion Brand Development, I decided to look and develop the world renowned fashion brand Zara, personally because it’s one of my favourite places to shop and therefore getting the opportunity to explore the brand more excited me.
I completed a brand report defining the brands seven P’s as part of its marketing mix as well as covering topics such as target audience, AIDA and path to purchase, all of which have been topics covered in lectures throughout the year.
Following on from completion, I will now develop a digital research file showing images and facts of where I found all my relevant information as well as a portfolio which will be illustrated showing visuals of the new clothing line for my chosen brand to extend its offering.
// Beth Sargent
// Click the following link to view full brand report.
One of the modules I’m working on at the moment is Fashion Brand Management. The brief is to take a fast fashion brand and propose how I would extend their current collection. I’ve chosen to look at Topman, as I thought it would be interesting to research a menswear brand.
My proposal is that Topman create a sustainable collection that would be housed only in their specialist General Store, which is located in Shoreditch, east London. Sustainability is a subject I’m quite passionate about, and I think it would be a marketable extension to Topman’s brand. The General Store stocks items that cater to a different target audience than Topman’s other stores. The décor is original, and the store also stocks items such as books and magazines.
For my proposed collection, I have looked at basing it on natural elements. I looked at an emerging trend, written about on WGSN, entitled Humanature. The trend talks about embracing nature, and using tactile materials and handmade techniques.
This moodboard is a collection of images based on my initial ideas for the collection. I think it communicates my idea well, and I’m looking forward to researching and pushing the idea further.
Click here to view Extending Zara PDF
I choose to base this module on Zara. Within this module I was given a major module brief to ‘Extend an Existing Brands’. I was told to choose an existing bricks & mortar fast fashion brand and to research, explore and seek out trends within lifestyle, music, subcultures, politics, economics, technology and fashion that could inspire a new male/female/gender neutral collection.
Within this Illustrated Brand Report (2000 words) I had to include research defining Zara’s Seven Ps within the marketing mix. Also within the brand report I ensured I covered topics from previous lectures including the Target Audience: Segmentation and Psychology of Promotion, AIDA & Path-to-Purchase, Retail Strategies, Lifestyle & socio-economic political trends affecting Zara. To make sure I met the criteria of the brief I had to include a list of references APA style and one designed graph of financial data.
Following on from completing this section of the module I will continue to produce work within this module to extend Zara by creating an illustrated Portfolio of Brand Development for Zara.
The project that was set was to create a moodboard that showed the 7P’s of a luxury brand. The luxury brand I decided to choose for this task was Balmain. I decided to choose this brand as I am really interested in the products they create and I wanted to find out more information about the company. For this project, I created three moodboards that displayed my research on price, place, product, promotion, physical environment, process and people which where all created on inDesign. I decided to keep to a similar theme and layout design throughout all three moodboards which featured a simple design of a white background and relatable images being displayed around the main logo of the company. This project helped me to increase my knowledge on how a luxury brand runs and what goes on behind the scenes.
For my fashion brand development module, I was asked to choose a fast fashion brand to create a brand report for.
My chosen brand was Topshop, I decided to choose Topshop as just like most young girls I like to shop at Topshop, so I found it exciting researching further into the brand. I started off by visiting my local Topshop stores (not that I don’t already!) and just gathering information by looking at the store layout, who was coming in and out of the store and how their current collections were visual merchandised.
The second part of my research started by analysing the Topshop website and researching into the brands history. I then continued to research into how Topshop has changed since first opening in 1964 and what the brand has done to keep it a ‘must have’ high street brand.
Due to social media being on the rise and playing such a big part in everybody’s lives now, my final part of my research took place by analysing Topshop’s social media and comparing them to other high street fast fashion brands.
I then started to gather inspiration for my brand report layout by looking at other brand reports on issue and creating illustrations in my sketchbook until I had a mock-up of a layout that I thought was brand appropriate.
Finally, I designed my brand report using a software called InDesign and started off by designing a template of my layout and then added my information and images that I had gathered
The first mini brief carried out for Introduction to Fashion Marketing and Communication involved the production of three printed mood boards. Previously we had been exploring the seven marketing mix elements so now it was time to apply this concept to a luxury ready-to-wear brand. Dolce & Gabbana stood out as an interesting brand to explore due to its Sicilian roots.
The first mood board is based upon product and people therefore there are many images of the opulent and luxurious garments that adorned the catwalk. In regards to people, the brand like to keep the consumers fully informed on the latest collections which was the inspiration behind the image of the newsletter subscription.
Price, promotion and place are the themes for the second mood board. As you can see social media is one of the main promotional platforms used for the brand as well as the use of high profile celebrities to endorse the garments. The price for these garments is very high due to the quality and luxurious nature of the garments.
Finally the third mood board focused on process and physical environment. The sleek and elegant designs of the stores can be seen in the various images used. The process of how the team construct the garments is also highlighted due to the importance of having a highly skilled team.
This was a piece of work that we got given to do based on a luxury fashion brand that we got to choose. I chose Fendi, as I didn’t already know a lot about it as it’s not one of the most popular ready-to-wear brands. We had to create mood boards based on the marketing mix of our chosen brand, using the ‘3 P’s’ to create three A3 printed mood boards.
These are the mood boards that I created for Fendi, I have used images to visualise my research and analysis of the brand. For example, what their stores look like, their advertisements and even bloggers and celebrities that wear their clothing. Through developing these mood boards, I did a lot of research into Fendi and learnt a lot about it as a brand that I didn’t already know, such as all of the information about what goes on behind a brand that you wouldn’t normally think of when you see a shop or website.
The process of creating these mood boards also helped me to learn and develop new skills of how to create a mood board on Adobe Illustrator, which is a programme I hadn’t previously used a lot before this year. I think by making my mood boards on Illustrator it makes my work look a lot more neat and put together.
Moodboards of luxury fashion brands’ activities from AD4605 Introduction to Fashion Marketing & Communication, and collages depicting extensions to existing fast fashion labels from AD4606 Fashion Brand Development (Lucy Bailey; Ellie Preston).