Alice Hoar Fashion Communication and Promotion Creative Networks Portfolio Module Two - FASH10106 N0501533
1
CONTENTS New York Trend Report
Individual Fragrance advert analysis essay
Group Fragrance project presentation
Individual Launch and Promotion report
Brand You / Misc
- Trend Report based upon my findings and photographs from New York City
- Critical evaluation of Tom Ford’s Black Orchid fragrance advertisement
- 10 minute presentation unveiling our brand, research, production and promotion.
- Written report proposing ideas for the initial launch and first year’s promotion for my brand
- Reflective Journal Blogger - Pinterest - Fashion Tumblr
- Pages 3 - 5
- Pages 6 - 8
- Pages 9 - 13
- Pages 14 -21
- Pages 22 -
2
New York Trend Report - Trend report created from research from NYC using my own photographs - The booklet should have a considered design - Consider: Retail environments Museum exhibitions Spaces & marketing phenomena Examples of new product launches What makes a successful launch? How do brands differentiate themselves? What is new / interesting? Advertising – print, outdoor, ambient, digital. In store – locations, windows, visual merchandising, imagery, literature, POS, packaging, fixtures & fittings, promotions (give-aways, testers etc.), Customer service Overall experience.
3
I think this brief was a really great way of accumulating my New York research. I feel this helped me to learn to efficiently use Adobe Bridge to categorise and organise all my images and photographs. Categorising my photographs from New York helped me really quickly define some key trends from the city. This was also another great opportunity for me to improve my layout and InDesign skills. I feel that I managed to successfully pick up key elements of this program quickly, which had to be done in order to complete the booklet by the deadline.
4
5
Individual Fragrance advert Analysis essay - Critically evaluate a brand fragrance advert of choice, found within a magazine in 1000 words +/-10% - Include a copy of the magazine advert you have chosen - This brief is designed to help you develop your writing with a detailed analysis of fragrance magazine advertising. - The key is to de-construct the image and the brand. - Where appropriate incorporate academic theory on decoding advertisements, the basics of semiotics (the sign, connotation and denotation, context, the gaze), discuss any cultural references, as well as including relevant theory on fashion, brand identity and advertising. - Areas could include: Creative / Brand identity Themes / context (social and cultural) Historical references Semiotics Styling / Props Location Art direction Models Photography / graphics Target market Messages / copy / information Media i.e. is it in the right magazine Placement i.e. is it in the right place in the magazine - You don’t have to cover all these. Rather we want to hear your voice, so if you want to focus on just a few aspects that’s fine as long as you go deeply into them. - Based on your analysis, objectively debate whether the advert works for the brand and for the intended audience, bearing in mind positive and negative viewpoints (this is a crucial part of the brief ). The advert I chose to analyse is Tom Ford’s Black Orchid, I think this is a really interesting advert and I really enjoyed looking further into the fragrance, the advert and the brand. This brief helped me to really improve my academic writing ability.
6
7
8
Group fragrance project Presentation - 10 minute presentation to unveil your new fragrance brand - Demonstrate all research areas - Show development of a brand, the product and it’s promotion (video & magazine advert) - Consider: - Research the opportunity consumers industry experts Brand positioning essence identity (name, logo, colours) values personality - Product bottle fragrance constituents packaging pricing place - Promotion - video AND magazine advert concept message props location production art direction casting styling post production
9
10
11
12
I found this brief really interesting and enjoyable, I loved the freeness of creativity within the overall project. I also really enjoyed working with my team, this is an area that can sometimes cause problems; however, I felt that my group meshed really well together and we all participated equally. Everyone freely accepted each other’s ideas and valued each other’s opinions. We managed to divide work really well, playing on individual strengths within the team. This experience made me really value the benefits of team work.
13
Individual Launch and Promotion Report - Proposition for the initial launch and first year’s promotion for my brand, written in a 3000 word report (+/-10%). - Key areas to consider: - Launch Event: - PR: concept leverage (across media) location(s) Public Relations expertise and organisation strategy (agencies and individuals) retained agencies celebrity brand ambassadors - Digital: strategy bloggers, forums advertising social media website partnerships mobile - Plan & timeline for 12 months
14
This brief really helped me to, again, further my abilities regarding InDesign and presentation, as well as my academic writing. It also encouraged a lot of wider reading in order to learn more about PR and social/digital media. Overall, I found this process really useful as well as enjoyable. This is an area I have a keen interest in and want to progress in within my own time. Having enjoyed this project also encouraged me to gain an internship with London based PR company this summer, where I feel I will learn a lot more about brand promotion.
15
16
17
18
19
20
21
Brand You / Misc Reflective Journal Brief: - The idea of the Reflective Journal is that it should be a useful and engaging tool that helps you make the most of your taught content, but also helps you develop ideas and make connections during your non-teaching times. - The final format must be a digital blog, plus a sketchbook / notebook - This particularly applies to your visual communications work and your developing understanding of semiotics and visual analysis. - Interesting/Inspirational/Connecting/Contextual/Useful (or might be later)/Curious My Digital Reflective Journal: - Blogger - Pinterest Account - Fashion Tumblr - (Bella Moda)
22
http://alicehoarfcpntu.blogspot.co.uk
My reflective journal blog is my online workspace for FCP, here I post lecture notes along with my own thoughts and relflections on lecture topics. I also post my work in progress as well as finished pieces. I also upload elements of my sketchbook making this a digital version of my joural.
23
http://www.pinterest.com/alicehoar/
On my pinterest account I have several different boards that cover Uni-realted topics, inspirational people or brands, my own interests and research. I think this is a great way to accumilate images and ideas, and a great place to turn to for inspiration on layouts, typography, fashion images, trends and other aspects of graphic design.
24
http://crazyaboutbeautifulfashion.tumblr.com My fashion tumblr account is more personal that my blog, but equally contains my uni work. This blog is more picture based, and I use this to upload all the element of my sketchbook alongside current fashion images from event, trends, adverts or things I personally like or am inspired by. I find this is another great way to accumalte images and ideas.
25