Becky Murphy
Trend Booklet
Macro Trends Empowering Women Environment Youth Ageing Womens Rights Digitalisation/ Technology Urban Tranisitions Gay Rights
Contents page 1 casting and model 2 props and styling 3 Location and Place 4 SHAPE AND SILHOUETTE
THE BEARDED MAN
Casting and Model
CHANEL HAVE SUCCESSFULLY REJUVINATED THEIR BRAND IMAGE WITH A MORE CASUAL APPROACH TO THEIR CASTING CHOICE.
RUGID, ROUGH
WELL DRESSED, FORMAL, MATURE BEARDS ARE BACK! THE ONCE HATED CAVE-MAN ESQUE BEARD IS NOW MORE SOUGHT AFTER THAN EVER WITH THE THICK UNRULY BEARD AND THE MORE SUBTLY GROOMED TAKING OVER CAMPAIGN IMAGERY.
Props
& styling
PLAYFUL
FEMININE, FRESH, SIMPLISTIC
DELICATE
USE OF THE BOTTLE AS A PROP
AN INTERESTING AND EFFECTIVE WAY TO PROMOTE THE PERFUME AND BOTTLE ASTHETICS. TOM FORD (2ND IMG) ARE A BRAND I FEEL HAVE DONE THIS IN THE MOST SUCCESSFUL WAY ALONG WITH VERSACES INTERESTING SCALE RATIO OF PRODUCT TO MODEL.
City chic
Location and Place
PARISIAN, ELEGANT
THE CHIC CITY GIRL HAS SUCCESSFULLY BEEN USED TO SHOW THE ESSENCE OF THE FRAGRANCE AND TO APPEAL TO WOMEN,.GUCCI DOES THIS EXTREMELY WELL THROUGH THEIR USE OF CASTING AND THE LOCATION, OF WHAT WE CAN ASSUME IS A NYC SKYLINE.
Shape and Silhouette
THIS CLASSIC RECTANGULAR SHAPE IS AN ELEGANT AND SIMPLISTIC DISPLAY OPTION, IT DOES NOT DISTRACT FROM THE BRANDS IDENTITY OR THE PERFUME SCENT AND ENABLES CAMPAIGNS TO BE MINIMALISTIC YET VERY POWERFUL, MY FAVOURITE BEING FROM NARCISCO RODRIGUEZ.
SIMPLE YET EFFECTIVE
CLASSIC
Overlaping Trends
BOTH CAMPAIGNS FEATURE A SIMILAR MALE MODEL, BOTH WITH FACIAL HAIR AND A REBEL ATTITUDE. BOTH CAMPAIGNS ALSO FEATURE SLICK, SIMPLISTIC BOTTLES AND A MINIMALISTIC COLOUR SCHEME.
AN UPPER CLASS CITY WOMAN IN ADDITION TO A SIMPLE BOTTLE SHAPE.