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- Mother Darling A Brand and Presentation by Aysen Miller, Chess Thomas-Wiseman, Elle Zahrouni, Jade Chidlow, Liat Shamash & Matt Regan
SECONDARY RESEARCH: T-SHIRT MARKET M!her Da"ing
62% of people own more than ten T-shirts at any one time.
The British fashion industry is worth a total of ÂŁ21 billion in retail, wholesale and manufacture.
The average price of a budget T-shirt comes in at between ÂŁ2 and ÂŁ10, and falls into the bracket of fastfashion,
100 years, T-shirts have become a global fashion phenomenon, which are incredibly important both to the UK high street and small creative businesses operating on and off line.
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WGSN S/S 15 WOMENSWEAR
PRIMARY RESEARCH M!her Da"ing
60% something subtle
70% wear tees all year round
60% own black, white and grey
80% of people own 10 or more t-shirts
80% of people prefer tees M!her Da"ing
Olivia Pilsworth, Age: 23 ‘’The tees I own are black, white and grey’’ ‘’It was honest, sharp and character truthful’’ ‘’They never accepted each other for who they wanted to be’’ ‘’The jewelry scene at the end was a monumental moment between mother and daughter and their relationship’’ M!her Da"ing
3 Girls- 2 Boys This is what happened... (Q&A Focus Group) M!her Da"ing
25% OF PEOPLE LIKE T-SHIRTS WITH SPLIT SIDES
33% OF PEOPLE SAID ONLY 25% OF PEOPLE ASKED HAD SEEN GREY THEY PREFER OVERSIZED T-SHIRTS GARDENS “I WATCH FILMS FOR ENTERTAINMENT AND ESCAPISM.” “I WOULD PREFER THE DESIGN TO BE MORE OF A SUBTLE REFERENCE THAN INSTANTLY RECOGNIZABLE, SO IT’S MORE OF AN ‘INSIDE’ THING.” “I THINK PRINTED MERCHANDISE IS A GOOD IDEA, IF IT WAS AN INTERESTING KIND OF UNBRANDED/ARTISTIC DESIGN.”
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PRIMARY RESEARCH: BRAND VS EXISTING DESIGN + BRAND VS THE CURRENT MARKET
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CONSUMER PROFILE: MEET ANNE MARIE M!her Da"ing
NAME: Anne-Marie Miller AGE: 33 OCCUPATION: Project Coordinator STATUS: Married LOCATION: South London MAGAZINE/BOOKS: The Sunday Times RESTAURANT: Pizza Express MUSIC: Whitney Houston, Heart FM FILM: No Reservations BRANDS: Dorothy Perkins, Crew Clothing co. uk BUDGET FOR T-SHIRTS: £15-20
I N N O C E N T
LOVER LATE MAJORITY
GENERATION Y
E X P L O R E R
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Fashion conscious female within the 25-35 age bracket. Our consumer enjoys film and music culture, as it provides them with a sense of escapism and entertainment
Our consumers may be differentiated by their jobs and hobbies but come together as a community through their style and commitment to fashion.
They are active on social media and are consistently looking for new fashion films
We can engage with a wide variety of people hoping to further expand our brand interaction and future following.
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LOGO CONCEPT & DEVELOPMENT
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Mother Darling – Modern No.2 M!her Da"ing – Tamoror Scri# Mother Darling – Big Caslon Mother Darling – Chaparral Pro Mother Darling – Cooper Black Mother Darling – Orator std Mother Darling – Prestige Elite
MOTHER DARLING x T-Shirts
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MD
M D M
d
Mother Darling
Mother Darling
Mother Darling
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FINAL LOGO AND MEANING.
+ Boxed in Caged Trapped
=
+
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The bright and colorful personalities of the two characters
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Playful and feminine font that associates sweetly to the mother daughter relation
T-SHIRT DESIGN: DEVELOPMENT & FINALISATIONS
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Commerci$
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Conce#u$
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SOCIAL MEDIA IDEA & PLAN. M!her Da"ing
STEP 1: OUR GOAL Creativity Consumer Concepts Communication Emotion Message Relationship Humor Beauty Involvement Wit Narrative
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STEP 2: INSPIRATION
@ISABELMARANT // @JACQUEMUS
Puzzle Continuation Repetition Perception Creativity Narrative Wit
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Witty Bio
Supporting Current Affairs
On schedule with holidays and occasions
Consumer involvement
Consumer involvement
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Social media advertising: AirBnB, the American Red Cross Twitter strategy: Charmin, Oreo Instagram strategy: Herschel Supply Co., General Electric Content marketing: Unbounce, Virgin
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STEP 3: IDEA AND STRATEGY
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Relatable
Informa>ve Humour
Wh% are your dreams?
hAps://vine.co/u/1075838918093881344 Â
A&ey and James
FILM CONCEPT. M!her Da"ing
Childish Behavior Mother Daughter Relationship
Frustration
Dreams M!her Da"ing
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Lily’s
Inseparable
Dafodils Roses Flowers Fear
Family
Dysfunctional
Mother
Death Meaning Aspirations
Decisions Chance Doing Connection Choices Fantasy Result Regret Future Imagination Muse
Image
Emotion
Dreams Different World Effects R'%ion(ip Love Hope Desire
Change
Vision Broken Fragile
Frustration Perception American Dream
Daughter
Distress Unstable
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FILM INSPIRATION. Director Sofia Coppola
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Aesthetically pleasing fashion, photographical shots
Predominantly in bed, or laying down
Sofia Coppola x The Maysles Brothers
Visually mapping the world of someone who is lost in their environment, alienated from those surrounding them and, for want of a better phrase, suffering an existential crisis M!her Da"ing
Constant close shots showing the detail of the object. - Would be relevant for a fashion film. M!her Da"ing
FINALISED PHOTOSHOOT AND FASHION FILM
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FILM & BRAND CONTEXT: DIGITAL MARKETING AND PRINT MEDIA M!her Da"ing
FashionTV Vimeo Youtube Fashion Channel Style.com
Kinfolk Elle Grazia Marie Claire Glamour
Balancing group Time management work and personal work Involvement with ethical brands
WHAT WE COULD’VE DONE BETTER? Collaborating with charities for hair loss Giving ourselves stronger deadlines
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References Slide 1 = Logo = Watercolor Splashes www.polyvore.com\ Slide 4 – T-shirts: www.redbubble.com Slide 5 – Trend Mood board – Images: www.wgsn.com, www.moschino.com, www.kenzo.com Slide 8 – Image: www.facebook.com/OliviaPilsworth Slide 13 – Image: www.facebook.com Slide 15 – Brain Image – www.google.com/brainillustration Slide 17 – Logos: Created by Elle Zahrouni Slide 20 – Mood board: www.gardenista.com fujiitamaki.deviantart.com Slide 25 – Template: www.asos.com Slide 27 – Logos: www.google.com/socialmedia Slide 28 – Phone: www.google.com/phoneillustration Slide 29 – Printscreens: @isabelmarant // @jacquemus
Slide 30 – Printscreens: www.twitter.com/DVF // www.twitter.com/charlotterusse Slide 31 – Printscreens: www.twitter.com // airbnb // American Red Cross // Charmin // Virgin // Oreo Slide 32 – Printscreens: VINE – Humans Slide 35 – Images: https://www.google.co.uk/search?q=grey +gardens&source=lnms&tbm=isch&sa=X&ei=ZFNDVevGN5blapjsgLgO&ved=0CAgQ_AUo Ag&biw=1280&bih=696 Slide 36 – Images: https://www.google.co.uk/search?q=grey +gardens&source=lnms&tbm=isch&sa=X&ei=ZFNDVevGN5blapjsgLgO&ved=0CAgQ_AUo Ag&biw=1280&bih=696 Slide 40 – Image: www.empireonline.com Slide 41 – Images: https://www.google.co.uk/search?q=grey +gardens&source=lnms&tbm=isch&sa=X&ei=ZFNDVevGN5blapjsgLgO&ved=0CAgQ_AUo Ag&biw=1280&bih=696
Slide 42 – Images: www.google.com/sofiacoppolastills Slide 48 – Templates: www.graphicburger.com