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.
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.
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).