Fashion Pr omot ion: Unit Asha 131 Singlet o n
Miu Miu- Featuring Hailey Gates, Mia Goth, Stacy Martin, Maddison Brown by Steven Meisel This campaign has been titled “Subjective Reality” and shows how versatile the photographer can be. The imagery captured shows street life in a grainy form reminiscent of the 1950s/60s
Diesel’s SS15 ad campaign emphasizes on the youth of today and the energy and vibes by bringing this into their approach to fashion. Up and coming models such as Winnie Harlow are used to bring a new wave to the shoot. Photographer Nick Knight
Featuring Marc André Turgeon by Steven Meisel For the Autumn/Winter 2015 campaign Steven Meisel’s past photographic work was used as the imagery in the campaign as was done with a previous campaign. This season, Anderson selected a series of unseen black and white selfportraits of the photographer
Model: Kate Moss and Lara Stone Photography Steven Klein
Models: Irina Shayk and Chris Moore Photographer: Luigi & Lango
Model: Doutzen Krous Photographer: Christian MacDonald
Photography Glen Luchford
Lacoste Ad Campaign Lacoste have a unique style to their ad campaigns that is true to them and is recognisable to the consumer as Lacoste. They have for the past few years been creating campaigns where it looks like the model is still moving or in the middle of a sporting activity. This image is one of the SS16 campaign shot by Jacob Sutton. The shoot was described as to convey ‘Life is a beautiful sport. Inspired by the beauty of a movement frozen at its height’. The shoot was done in brazils capital city against the modernist architecture and use of clean lines which is emitted in Lacoste’s designs. The use of location could have been inspired by the 2016 Olympics later on this year which are being held in Rio de Janeiro in brazil which would further convey the sports theme. The use of movement translates the image of Lacoste as a sports brand whilst still giving a softness to the clothing. The consumer group this campaign would be aimed at is sporty people who want to wear not just the typical sports clothes but more romantic and clean lines in their clothing. Block colours have been used as these go well with the clean lines of the designs. These clothes are not exactly clothes for doing sports as some are not practical but for a sporty consumer.
J .W.Ander son Ad Campaign
Photography by Jamie Hawkesworth
J.W. Andersons AW15 fashion campaign shows a group of people in a circle holding hands waving goodbye. This campaign was shot by Jamie Hawkesworth and was inspired by ‘the wicker man’ which was a horror movie in the 70s. This shoot is original and nothing seen before as it isn’t the typical model posing or giving sultry looks to the camera it is something completely different which makes it even more striking. J.W. Anderson’s clothes have been featured in the campaign but are subtle as they are not the main feature in the scene. The shadows make the image for me as you can see the way the sun/ light is coming from and has even added the shadows of the onlookers and photographer to add the vintage and unretouched element. The wind and bright light is all coming from one direction which gives the impression they are waving either a helicopter or extra terrestrials. By standing in a circle is adding to the impression of extra terrestrial believing/praying or maybe more believable cult behaviour. Location of this shoot looks to be a forest leading us to believe this is a small community or cult of some sorts. The use of black and white gives a vintage look and edge to the picture. Even though there is a lot going on in this image there is still a clear simplicity to it.
M od el : J ad en S mi t h , S ar ah Donneal i a, Ri a n n e V a n Ro m p a e y a n d J e a n Ca m p b e l l Ph o t o g r a p h e r : B r u c e w e b e r
This is the SS16 ad campaign for Louis Vuitton entitled Series 4. Many things about this campaign make it unique and stand out as the brand should do. Nicolas Ghesquiere as creative director has made some bold decisions for this campaign to intrigue the consumer. Fashion is a business and each move is critical. This campaign was released just weeks before their men's shows at fashion week sure to create a hype and buzz around the brand. Jaden smith the actor/rapper and son of the famous Will and Jada Pinkett Smith was chosen to be the new face of the womenswear line. I see this as a step in the right direction towards making fashion more gender neutral and accepting that anyone can wear anything. Critics honed in on the fact that Jaden wore a skirt saying how it was pushing the feminine aspect to the extreme and just any women's clothes would have gave the same impact. However I see this as the best move they could have made as taking it to the extreme is the things that makes news and will help promote the brand and how they are trying to change fashion. Jaden was a good choice as he has previously shown he is an advocate of wearing what you want as he wore a black tuxedo with a white skirt to his prom. The consumer who would buy this would be young and into the new and upcoming trends. This collection is very heavy on leather and chained pieces so they would also like these types of materials. Young models have been used to grab the consumers eye and to give a likeness to the customers who would buy these products.
Louis Vuit t on’s Ad Campaign
Dynamic Methods Hologram pages Augmented Reality
Packaging Tissue paper Labels Bags Boxes Carrier bags Testers Goody bags Freebies Look books
Online Twitter Facebook Instagram Depop tumblr Youtube Branding websites Online blogs Email Fashion films Snapchat
Photoshoots Hashtags Weekly daily newsletter Apps Celebrities online Qr codes Gifs Bloggers
Gift cards Vouchers Cute items Franchise gifts Swing tags
Popular/traditional Tv Logos Billboards Post Window displays Fashion shows runways Adverts Catalogues Magazines Lookbooks Film
Emails Newsletters Photoshoots Newspapers Ambassadors
Lane Br yant ’s Cont r over sial Ad Campaign
Lane Bryant is a plus size clothing range that has just released their new fashion campaign featuring model Ashley Graham alongside other plus sized women posed naked in a small huddle. The campaign is meant to be a body positive and plus size positive campaign showing a diversity in models within the fashion industry. This has been featured as a campaign film along with some stills like the one above which shows the women laughing, modelling and another model breastfeeding to which keeps in line with current affair over the controversy over breastfeeding. American TV networks have decided to ban this ad campaign from their screens saying it went against their advertising restrictions and didn’t meet two of Americas biggest networks decency standards. NBC was one of the networks with a problem but tried to redeem themselves by telling how they asked for minor changes to be made before allowing it on their screens. This shows the controversy in the industry as there have been many shoots similar to this which have been deemed acceptable and even celebrated such as the infamous group photograph including Naomi Campbell and Cindy Crawford. There have also been shoots where a model has been breastfeeding such as a cover of Elle magazine that have been sold worldwide. I see that the only issue that seems to be here is that the models are plus size which is a step in the wrong direction for equality and diversity in the fashion industry and further.
Amer ican Appar el and Dov Char ney
What kind of person appropriates (and botches) the words of John F. Kennedy without a hint of irony? Dov Charney did. Dov Charney has always done campaigns to this taste and this may be the way he lives as he was suspended from his position as CEO last June for allegations of sexual misconduct. Under Charney, sex was in the DNA for American Apparel. Its ads were infamous for starring scantily clad models. Paula Schneider, who replaced Charney as CEO, told CNNMoney that she was toning down the sex as part of the company's revamp.
Celebrity endorsement is one of the most common and widely recognised ways of promoting a brand. Brands from high street to ready to wear can use celebrity endorsement as a promotional strategy as it’s a way to connect with the consumer by using people they feel that they know. Celebrities used range from reality tv stars, models, designers, musicians and recently activists. Currently on the Topshop website there are features including Karlie Kloss and they are collaborating on a sports line with BeyoncÊ. Above are two ad campaigns featuring the most famous of models Kate Moss, Naomi Campbell, Claudia Schiffer and Cindy Crawford. Some brands use Celebrity endorsements more than others as this is one of their main tactics such as Balmain and Moschino.
Model: Naomi Campbell and Claudia Schiffer and Cindy Crawford Photographer: Steven Klein
Celebrity Endorsement
Equipment Model: Kate Moss Photographer: Daria Werbowy
Guer r illa Mar ket ing Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. Jay Conrad Levinson came up with the term in his 1984 book. The marketing strategy is used to shock or interest the consumers into noticing the brand and remembering it. Many famous or small growing brands are starting to use guerrilla marketing to gain interest in their brand. Some of the most famous brands to use this are McDonalds and coca cola who have used this as some of their main campaign strategy.
‘The Naked Issue’ was marketed by having a trail of clothes stuck to the floor as stickers which gave the illusion that a woman had undressed on her way to the magazine which was printed on the floor in front of their display. This strategy would make people look and follow the trail to see what they were being led to. Photos would be took of this and therefore sharing and promoting the brand.
During Paris Fashion week in 2012 grazia used Guerrilla marketing in the streets of Paris by sending out groups of fashionable chic girls out walking their air dogs. Imprinted onto the air dogs was grazias logo making sure every passer by knew which company was pulling this stunt. This low budget way of advertising adds a humour to the street whilst being memorable for people to go check out their site. This old school way of advertising is different from the growing social media making it stand out more.
Guerilla Marketing types/tactics: • Ambient • Ambush • Stealth • Viral • Street Marketing • Shock • Low budget • Funny • Controversial
Price sounds quite simple but has two meanings. The simple meaning of how much does the product cost is simple and will help with how it is promoted. The other meaning of price is the value equation which is how much is the brand viewed as in the consumers mind, is it viewed as an expensive luxury label or a more price savvy brand. The value equation shows how the brand is viewed and can relate to the things the consumer sees it as getting with the brand such as quality and value.
Price
Product
The product is essential with fashion promotion as it is what is being sold and if its not good it wont sell. Customers don’t know they want the product till its shown to them in an appealing way. When using promotional strategies it is key to think are you promoting a certain product or the brand as each will be done in a different way. When promoting the product it is best to show the product as this can be shown in an appealing way to convince the consumer they need it. There are many things to consider when choosing the product such does it convey the message best.
The 4ps Place Place refers to where is your brand seen or sold. Where your products are sold impacts the brand massively as it helps with the view of the brand to the consumer so if the brands shop is in the luxury area it gives the brand a luxury feel where as if it is on the high street it will reflect as a high street brand. Another reference of place is the store or website of the brand as the way this is portrayed will reflect the brands story.
Promotion Promotion is the key to a brand doing well as if it not promoted well consumers wont see it or want to purchase it. There are an infinite amount of ways to promote a brand and each one has a different approach and tactics. There are traditional ways to promote such as magazines, newspapers, billboards and posters and now the digital era has allowed for an more accessible cheaper way to promote through the internet. The best new way to promote is through social media as there are many platforms with every different type of person and it is either free or extremely cheap.
First Kiss Viral Video
Viral Marketing Viral marketing is when a video, photo or idea spreads quickly on the internet where a lot of people will see it. This is often done through social media platforms such as YouTube. Viral marketing is one of the best strategies to get it seen by a lot of people however this is hard as it has to have something different about it to make it something that has the potential to go viral.
Une Filles Comme Les Autres Une Filles Comme Les Autres is a spoof parody video of a typical fashion film of a woman but emphasized. It is the normal fashion film of a woman parading round a room slinking round furniture whilst changing into multiple outfits. This became viral in the fashion blogger sector more than mass public but still created a fashion film for us to swoon over. Something that makes this video more of a parody than a fashion film is the narration by director Matthew Frost who pitches his idea for a fashion film over the video.
Promotional Materials Promotional materials are a good way of advertising new products, services and facilities to customers. I went on a research trip into Liverpool one to see what promotional materials each store offered from different market levels. The market levels I looked at were independent stores, vintage, high street and higher level brands as I wanted a variety of information. These are the things I discovered: Independent stores and boutiques: In the independent stores there was more promotional materials such as leaflets which advertised things going on in the local area such as concerts and art fairs. They also have a more simple less extravagant window display as they will have a lower budget for this. For window displays they mainly use just mannequins with their clothes on and other accessories to decorate alongside simple fabrics or wallpapers. Vintage stores: In Liverpool there are vintage stores such as Pop Boutique and Resurrection. Again there is a range of promotional leaflets on offer which advertise things in the local area such as vintage fairs. They also stock an arty magazine called NME which is a music, film, style and fashion magazine. Pop boutique stock a leaflet advertising there other stores on a simple cardboard postcard size leaflet. High street stores: High street stores have promotional leaflets in store but these are only for that individual store and do not promote other events. Lower end high street stores such as Primark do not have advertising as they already have a reputable reputation as a cheap high street store. Stores such as river island, Topshop, Zara and mango have a little more money to put into their advertising so they have put more thought into this and also their stores design and layout. Topshop have in their store leaflets advertising their personal shopping experience and also leaflets promoting their jeans collection. High-end end brands: Higher end brands have the money to advertise more but also in a more effective way such as through social media, ad campaigns, runway shows and billboards etc.. Some stores such as ted baker do use promotional materials in store such as a promotional magazine featuring some of their products. Most higher end stores instead of promotional leaflets will have their stores latest look book on offer as this is the best way to show off the products for sale.
Banned ads, controversial campaigns and Celebs Brands such as American apparel and Tom Ford are known for their risqué fashion campaigns but ASA (advertising standards authority) are always there to filter out the ones that have gone too far. “Sex sells” is a well known saying with quite a lot of truth behind it as we know. Some ads stick to the more sex appeal approach where as some go a step further and go full pornographic. Shock tactic works so brands will use topics such as drugs, alcohol, sex and death as a way to grab the consumers attention. Sometimes ad campaigns are banned from use as they are deemed too controversial for use. Banned campaigns are banned for a reason but sometimes its for reasons that are not seen as a problem or offensive to most people. Rimmel’s 123 mascara ad campaign featuring Georgia May Jagger was banned in 2010 for false advertising that they did not clearly depict that the model was wearing false eyelashes in the images. Another example of this is Dior's mascara campaign featuring Natalie Portman for not showing the products natural look. Seems over exaggerating with mascara is something the ASA will not tolerate.
American apparel is one of the top offenders for having offensive adverts which isn’t a surprise with the likes of Dov Charney in charge until recently. Most of American apparels ads feature young girls wearing no or sheer clothing posing in a provocative, sexual or sometimes even pornographic manor. Sometimes even the models hired are porn actors for their ‘regular job’. Sisley is another offender on the banned ads front as they use controversy as one of their main techniques over the years. In a bid to show how fashion can be addictive they shot models that very clearly appeared to be snorting drugs in their 2007 ad campaign. This was banned by the ASA for its obvious promotion of its use of illegal drugs, this was emphasized by the hazed look in the models faces. Another shows a woman on the floor legs open looking teasingly as a bull approaches which was banned for its sexual look and any hidden meanings behind it.
Tom Ford is known for his controversial ads to go along with his amazing skills as a designer. Most of his campaigns have been deemed risqué in one way or another whether being too sexual or too out there however not al have been banned, some have restrictions and some just received some bad reviews or backlash. This image here is a clear example of how ‘sex sells’ as this was Gucci's campaign image in 2004 whilst under Fords reign that was banned for degrading women. Tom Ford has been branded as the master provocateur in the fashion industry whilst he has previously spoken of how he is not trying to degrade women but to show their beauty and sex appeal. Controversy is and always will be one of the best ways to shock a consumer into thinking should I be offended by this? A lot of brands have used this in the past and will continue to do so in the future as it works so well. That is until they go too far and are subsequently banned but sometimes this works in the brands favour as this gets people talking about the brand just maybe not for the right reasons. Whether it be a master of sex appeal like Tom Ford or quite perverted Dov Charney we know controversy works and causes a stir.
Another well used tactic in fashion is using celebrity endorsements and is one of the most widely recognised ways of promoting a brand. Brands from high street to ready to wear can use celebrity endorsement as a promotional strategy as it’s a way to connect with the consumer by using people they feel that they know. Celebrities used range from reality TV stars, models, designers, musicians and recently activists. Currently on the Topshop website there are features including Karlie Kloss and they are collaborating on a sports line with Beyoncé. Some brands use Celebrity endorsements more than others as this is one of their main tactics such as Balmain and Moschino. http://www.dazeddigital.com/fashion/article/24720/1/fashio n-v-censorship-a-history-of-banned-ads-miu-miu-tom-ford http://fashion.telegraph.co.uk/galleries/TMG9839073/Banne d-fashion-and-beauty-ads.html http://www.highsnobiety.com/2015/10/07/americanapparel-ads/ http://www.nydailynews.com/entertainment/controversialbanned-ads-gallery-1.2245644?pmSlide=1.2245632
Celebrity endorsement can just be the basis of a campaign and can be mixed with other strategies. The two strategies above are regularly used together as it is seen as even more shocking sometimes to have the controversy in the shoot with a famous face. Both of these tactics can appeal to different people so by using them both could appeal to either a bigger market or smaller depending on the image. Celebrity endorsements appeal to a larger audience as these are mostly not deemed offensive where as controversial ads are very risky to an audience.
Asos is using lots of social media platforms to get their brand across. They use lots of different types of social media as this means more publicity for the brand and more people will visit the website. Viral marketing is used here by promoting different aspects of the site such as free delivery to asos insiders.
Asos is a site that sells other brands clothing alongside their own brand. Asos have created a diffusion line which is their own label brand. They also have asos marketplace which is a second hand/ hand made section to their site.
Asos have multiple strategies shown here to help with their brand. These are all different types of marketing shown here. Asos insiders is where they have people giving their opinions and tips to help you which is their version of personal shopping. This is creating value to the brand as it is adding another element to their marketing mix. Asos marketplace is another element to their website and an element of multi channelling as it is another branch of their site where there are second hand or handmade clothing. As seen on me is a board of images that the public have uploaded onto social media sites and this page to show how these clothes can be styled and accessorized. This is a use of crowd sourcing not to design the product but to show how their designs can be styled. Asos likes is a feed of images and things that the asos bloggers like and feels fits their consumers and is just like someone's social media page. They also feature a subscription so their likes will go straight to your inbox and on this they ask your gender. This is so they can get the demographics of their consumers. These relate to the target customer as the customer would be young and uses social media a lot and are into cheap on trend clothing. Also asos marketplace would be good for the new people looking for old trends and for the eclectics who like the more unusual clothing.
Asos Mar ket ing
Maison Margiela is a well renowned brand that has instilled their sense of invisibility into its brand since the beginning. This is shown by the minimal or non existent use of signage at stores, plain uniforms for staff, white interior dĂŠcor of stores and monochrome packaging. The website is quite minimal once opened with a few select images from the recent runway show on a roll that can be looked through. There is a contents bar with different options such as about, collections, in house and universe. All but one of these then re directs you to a different social media page featuring different aspects of the design process and work. They have all platforms on social media such as Facebook, twitter, Instagram, Tumblr and YouTube. This is multi channelling on social media platforms showing from the design process to runways to photo shoots. Target customers can relate by looking at their social media account and seeing the process and the shows and getting hyped for their clothes release.
As with most ready to wear brands the main site cannot be bought off and there is a separate e boutique selling there clothing and accessories. Relationship marketing has been used here as they are connecting with the consumer by allowing them to get updates to new information directly.
Maison Mar giela Mar ket ing St r at egies
Pop boutique is a high street vintage brand which is still a relatively new Pop brand in the industry. Pop boutique has only in the past few years Bout ique opened up its own working/selling website showcasing their style and aesthetic. There are few actual pop boutique stores and are situated Mar ket ing within the vintage or more unique parts of the cities. As a vintage and unique brand they need something that makes them different from St r at egie every other high street brand. For pop boutique this is the small and closeness of the brand and they want you to feel like family and that this is about you. On the site there is an our story section which is creating s value to the brand by telling the story and background of the brand to let the consumer relate to the brand.
There is a blog section to the site with different bloggers writing on topics that they think will fit the consumers on topics such as fashion, arts, culture, music and everyday life.
To make the company different and to feel more personal to the consumer they have added in how they have a “green agenda�. This is again creating value within the brand as they are embedding a service they are doing into the brand how they are trying to reduce waste in an ever wasting industry. This is something that can be grew on in the future to further the brand as other brands such as h&m have created lines specifically for using environmentally friendly materials.
Spring/Summer 2016 Campaign ‘Mirror the World’ Our Spring-Summer 2016 campaign ‘Mirror the World’ is about saving Venice. The problem there is one of repair, mass tourism on cruise ships and of climate change. Shot around the alleys & canals, shipyards and palazzos of Venice, the campaign highlights the beauty & decay of Venice and the urgent need to save it: www.weareherevenice.org/
It is to not buy clothes excessively save up your money and buy something different It might cost more. But that way your different from everyone else if you buy excessively everyone ends up looking the same!
Controversy has always been one Vivienne Westwood's best loved tactics and this season she certainly didn’t hesitate. One of the models for this seasons campaign shoot was a porn star actor who was dressed in very scantily attire in multiple shots.
Vivienne Westwood is a brand with the world in mind and knows the problems facing the world. Each collection with Westwood is promoting a new way to save the planet in some way or another whether it be environmental or political. This all stems from Westwood herself being an environmentalist and an avid activist. The latest collection SS16 is about saving Venice and is the main focus of everything in the campaign. Westwood's target customer would be someone of similar mind set with the world in mind and interested in buying eco friendly clothing. The target customer would be looking for unique pieces that stand out from the rest and may cost a little more but don’t mind as they are looking for an investment piece. Customers would be politically and environmentally aware and have portrayed that through their choice of designer. Customers have been targeted through various ways such as the campaign was shot in locations in Venice to add the message into the campaign images. Across Westwood's social media platforms the main focus is on the new collection and its message of saving Venice. On the website there are links and redirects to charities partnered with Westwood to entice customers to connect more and even join the campaign.
Growing old disgracefully Buys pieces to last Likes colour Feminist Activist Attends rallies
Vegan Casual dresser Travels Environmentalist Likes slogan tees Favourite place is Venice
Free-spirited 26 year old male who's dream of travelling around the world has Older woman, 63 who doesn’t fit the ageist normality of fashion. Clothes the become a reality. He is travelling in a group of 6 including his girlfriend and brighter the better that go against the grain. Buys pieces to last so isn’t one to be brother across continents and countries experiencing different cultures. On his keeping up with the latest trends as she has her own well developed sense of travels he came across Venice and instantly fell in love with the place with its style. Her style is bright and bold with patterns and prints that clash. Chunky tranquillity and beautiful architecture. He is very passionate about the jewellery is her favourite as it goes with her unique look. Since a young age when environment and peoples well being and likes to make sure it is protected by women's rights were less she has been a feminist in standing up for equality. This volunteering in projects to help build plant trees and build houses for the poor. has led her into becoming an activist for equality for all. Regularly attends rallies Since taking more consideration for the environment he has recently turned to to help out and even organized a few. Her friends are her life and are similar to veganism and is learning of all the tasks and trails of being a vegan along with herself. the tasty recipes that can be made. His fashion style is quite simple and limited to shorts and shirts. These shirts can be slogan tees, band tees or simple loose shirts.
Student Likes the accessories Brand lover Loves quirky things Spends money on clothes and accessories “normal�
Bold prints ViBrant colours Wants to stand out Gay riGhts unisex clothinG BoWie admirer
Student at MMU aged 20 in her first year of university finding life very different from being at home in Scotland with parents. Studying film and media production she is quite a creative person and always has a camera on hand to film the latest scene. Since becoming a student she has experienced more than she had ever before in such a short space of time. Any extra money is usually spent on clothes and accessories to keep her looking fresh. She is a brand lover and for occasions will always be asking for the latest handbag or pair of shoes. Vivienne Westwood accessories have became a staple of her wardrobe along with the shoes.
Exuberant 30 year old male with a love of colour and the boldest of prints. He works in a club of a night and spends his days sleeping like a nocturnal animal. House music is his thing and he even dj’s on occasion Androgyny is drilled into him and he loves to wear very unisex clothing. He strongly believes in gay rights and is an activist. Bowie was his inspiration in life and style. Vivienne Westwood's more obscure pieces are his favourite and he pairs this with simple tees or jeans.
Zara’s mission statement is separated into two sections; the environmental policy and the animal welfare policy. They show how their products have been made more sustainable and eco friendly by showing ways they have done this in their clothes production. Zara is a high street brand but more higher end such as the likes of mango rather than Primark. It is different to the other high street brands though as it doesn’t use adverting as a promotional strategy. The brand would rather invest the money that would be used for advertising into opening more Zara stores therefore appealing to a larger audience of people across the globe. Although they don’t use advertising traditional advertising such as billboards or posters they do have a few select social media pages. All of there social media pages put out the same stuff at the same time on each site so you only need to be following one to see. They show stills from there shoots, lookbooks and website which can all be found on the website so they aren’t exactly advertising just having another platform to show on. Zara's target customer would fit into their aesthetic of clean colours and lines; very minimalistic approach to fashion. As you can tell from the photoshoot shown on the website there customer would be young and carefree, almost hippie like without the peace and love fashion. The person would live in a city with a busy life as a worker or student and would be looking for pieces that looks professional and clean but are comfortable. They would enjoy spending their free time in more peaceful places such as the countryside or the beach. There customer would be confident enough to stand out in minimalist clothing. Customers have been targeted by the shoot shows carefree individuals in their clothing enjoying life which is what they see their customers as and hope they can relate to them. Their site is like their clothing very plain and bold with images and writing making it distinctive to them this would catch the customers eye and is recognizable as Zara unlike other high street brands. Across the social media platforms they are showing you what you want to see which is the new clothing you can purchase so are giving the customer what they want.
Spiritual Young Carefree Traveller Minimalist
Middle aged Career woman Office job Children Neat freak Loves quiet
23 year old woman with the world at her feet. She is living life to the max by travelling across America being the typical carefree traveller. She is very spiritual and believes in good karma and auras and likes to teach her fellow travellers about this. Zara is her ideal shop as the clothes are very minimal but well lasting so she can have few pieces that can be interchangeable and fit into her camping pack. Clothing is the only thing minimal about her as she has an open and big personality and can stand out in any room.
42 year old mum of four with a strong will which shows in her life and her children. She holds down a stable office job which she doesn’t love but pays the bills and is perfect to go around her busy family life. She is a neat freak and everything needs to be in order in her life especially her clothes. She wears very simple clothing in neutral colours and she likes to blend into the crowd whilst still looking good. In her free time she goes and stays in a wood cabin in a woods local to her for some peace away from the modern world.
Artistic Needs to look professional Adventurous Art gallery lover Loving Trendsetter
Older lady Grandmother Bike enthusiast Reminiscent Grey hair Wants to stay fresh Retired
26 year old male with a love for creativity. He is very artistic and regularly creates pieces to be sold alongside his regular job of being a bank clerk. Trends play very heavy on his style but he likes to stay ahead so is often seen as a trendsetter among his people. Adventure is his thrill and he can be found jumping off cliffs or out of planes whenever possible. Art galleries are where he can be found in his spare time as he is always looking for new inspiration for his paintings. Family and friends consider him very loving and loyal which are always good characteristics to have.
68 year old female in the older generation with a tribe behind her better known as a large family. She is seen as the typical older woman with grey hair and always reminiscing of the good old days. However her style tells a different tale as she always wants to look fresh and loves the style at Zara as it isn’t too out there but still on trend. She is a bike enthusiast and likes to collect vintage bikes as well as going out with her grandkids for regular bike rides. She retired a few years ago after being finished from her long time job.