360 Campaign

“FOR THE GIRL WHO WEARS CELINE AND THE MAN WHO WEARS SUPREME” - VIRGIL ABLOH.

The aim of this book is to demonstrate the journey to my 360-campaign idea. I will underpin the research I have conducted to build the foundations for my final major project. My 360 campaign is built from my understanding of the Brand Me component and explores the vision I intend to create. Reflecting on my Brand Me and research book a topic of discussion was my introverted and collective personality, which contrasts with my maximalist creative identity. I was able to discover the medium of my personalities and continue to peruse an introspective approach to my 360-campaign idea. I have continuously focused on the luxury lifestyle market after underpinning the correlation within my visionary communication and aspiring to peruse a career within this market. Generation Z are stepping into consumerism becoming the future consumers of the luxury market. My 360 campaign intends to focus on their needs and values and filling in a gap within this market. I intent to bring spontaneity to a meaningful campaign that is visually pleasing to the upcoming consumers, Generation Z.

INTRO DUCTION

LUXURY

During my Brand Me component I discovered I sit within the luxury lifestyle market. This decision was made after reflecting over my work and discovering a consistent and commercialised approach I often portray. Brands within this market sector are expected to resonate with their consumers on an emotional level. Intending to create a community support surrounding the brand. Luxury Lifestyle brands now have a new sense of purpose, ensuring they communicate their authentic commitments to sustainability, to appeal to their consumers. Luxury lifestyle brands must distribute a timeless form of real significance and are empower definition of individual identities. (Beauloye, 2022).

Luxury lifestyle consumers aspire to have an experience surrounding the product they are purchasing, Brands within this market sell items using top quality in order to give their consumers more than just a one-off purchase and ensure they feel emotionally connected to the brand. Luxury brands have crucial and certain characteristics to justify true luxury. Luxury lifestyle brands are seen as sustainable due to the idea of buying better means buying less. “Today, if a brand isn’t sustainable, it isn’t luxury. luxury products should always have in-built longevity and customers now demand transparency and accountability.”- Helen Brocklebank. (Alexander, 2022).

LIFESTYLE LUXURY LIFESTYLE

‘WHERE ONCE ABOUT STATUS, EXCLUSIVITY, ARE NOW ACTORS CONVERSATIONS, BY A RENEWED PURPOSE AND - CLAUDIA

ONCE IT WAS ALL STATUS, LOGOS AND LUXURY BRANDS ACTORS IN SOCIAL CONVERSATIONS,

DRIVEN

Brands I researched within this market include Chloé, Loewé and Miu Miu each brand caters towards generation Z. Moving forward with my campaign I want to take the idea of Chloé being a spirit rather than seen as a fashion brand. Chloé is a spirit for women who want the freedom to be themselves. Chloé was founded by Gaby Aghion in 1952, with the vision of creating a luxury ready to wear feminine, chic and free-spirited luxury garments. Chloé has seen a variety of creative directors walking into the brand and creating a part of its chapter, shaping the Chloé girl, and leaving an imprint on its story. Chloé enhances the natural beauty and giving them the freedom to be themselves. This is an aspect I want to include in my 360 campaign and develop in a renewed form of light. (Chloé, n,d).

Generation Z is the consumer I intend my 360 campaign to target. Gen Z are the future consumers, born loosely between the years of 1995 to 2010, they’re leaving education and entering the working world, beginning to make their own money to go onto spend. This generation value loyalty which luxury brands are using to target these consumers who currently can’t yet afford to buy into their brands. Gen Z spend majority of their time on social media so it’s incredibly important or brands to build on their engagement within social media platforms such as Instagram and TikTok in order to build a following, consisting of the youths in todays society. Generation Z have been submerged into into a digital world for the majority of their lives, having a space they can express their opinions unlike older generations. This has caused Gen Z to have different values in contrast to older generations, such as the millennials who have seen a life without apps and have a completely different view on communication and ethical issues. Luxury brands often make the mistake of believing their marketing tactics will work with Gen Z which is not the case and often the reason brands fall under. (Monteros, 2022). Gen Z expert Jason Dorsey has labelled Gen Z as "the most photographed generation in history," there is an unwritten taboo against wearing the same dress repeatedly, especially if it has been captured on camera and shared online. Gen Z have been dubbed the snowflake generation and are wrapped up in fear of being judged online, chasing after the latest trends at affordable prices in order to impress their followers (Abu, 2019).

GENERA TION-Z TION-Z GENERA

Gen Z has been working to correct all of the nativism and environmental harm previous generations cause and continue to emanate. This generation have been using their voices to make a stand for political issues they don’t agree with. Within this generation jokes are frequently taken too seriously; this is due to Gen Z growing up in a world where appropriation is expected rather than admired. Sensitivity on social media platforms has increased since the pandemic in 2020. People often face the backlash of being labelled as overly sensitive, when sharing their opinions on a topic online. Older generations refer to Gen Z as the ‘snowflake’ generation for calling out sexist, homophobic and racist behaviour. (Wilkinson, 2021). The talk of this generation is ‘Cancel Culture’ which is the practice of boycotting a company or person after doing something that is deemed controversial. Cancel Culture has had a significate impact on Generation Z, leading them to become more afraid of what people think and are less likely to share their opinions on controversial issues. (Gen Z and cancel culture, 2022).

The Lockdowns in 2020 due to the Covid-19 pandemic, has affected our fashion tastes. During periods of times of collective anxiety such as lockdowns and more recently the cost-of-living crisis consumers turn to comfort. (Comfort and wellness, 2021). The lockdown restrictions resulting in more outdoor activities and exercising at home has caused a surge in interest for comfort. The athleisure market has been at the forefront. Clothing that reflects a person’s lifestyle and values has become more essential to us. Fashion forecaster Carla Buzasi has noted “The move towards emphasising comfortability in clothing reflects the reality that fashion is ever-changing industry that reflects the times we live in”. after consumers experiencing the benefits of cultivating a comfortable living environment to renounce those benefits. (How the pandemic influenced our fashion choices, n, d).

WOMENS OPPRESSIVE FASHION FASHION WOMENS OPPRESSIVE

For century’s women have been wearing restrictive clothing, most often to impress men. Unlike today, women in the past had fewer fashion choices. In the 1940’s women could be arrested for wearing trousers in public as they were considered men’s clothing. Whilst today women have a wider variety of comfortable and practical clothing and free to express their personal style. Often women still wear oppressive fashion trends in order to look good, one example is the corset, dating back to the 16th century and is known to restrict women’s movement. (Dixon, 2018). Gen Z value comfort and function unlike older generations. This generation (especially women) believe in the freedom to wear comfort and feel relaxed in their fashion choices. Gen Z believe that there is no point looking good if you what you wear doesn’t make you feel good. Oversize clothing has taken over the days of skyhigh heels and tight fitted dress and women are gaining control over their fashion choices. (Danao, 2021). During the 2010’s the rise in luxury brands releasing a sneaker collection has significantly risen, this has led to the decrease in heel height as Gen Z women focus on their comfort. Christian Louboutin famous for their black stilettos with red soles have recently been selling flatter or low-heeled shoes usually 90mm high, over their famous stilettos. Feminist have been on a mission through the years to set women free of discomfort, and women are beginning to opt for more comfortable fashion choices. (Finnigan, 2019).

STREET

The luxury market has been collaborating with streetwear brands, blurring the lines between them. Not only have brands been collaborating with each other such as The North Face and Gucci collaboration in 2021 brands have now been collaborating with Gen Zs favourite music rappers such as Drake to bring in a new tribe of streetwear wearers. However, brands need to be careful as collaborations are beginning to get lost in the industry with no real sense of purpose. Throughout my research one thing that become apparent is the sexism within streetwear. With the renewed interest in streetwear amongst Gen Z, valuing comfort. Streetwear is seen as a ‘Boy’s Club’ being born from communities like hip-hop, skateboarding, or surfing and means that women are often excluded women. Misogyny is ingrained in streetwear culture whilst previously streetwear brands consisted of only men’s clothing which women have been purchasing in smaller sizes. Billie Eilish who is a popular music artist has been breaking down the barriers of women who wear streetwear, she revealed that she usually buys her chunky sneakers in men’s styles as women’s collections don’t offer the same variety (Tran, K).

STREET WEAR WEAR

In a Hypebeast annual list that recognises the most renowned figures in street culture, only 26 out of a possible 100 were women. Women are behind the scenes in streetwear and not be represented at the forefront. With limited female streetwear collections and the number of female-founded streetwear brands remain low, women are buying the smaller sizes of men’s clothing, but this is changing with younger females taking the streetwear spotlights. (Biondi, 2019).

One streetwear brand that combines luxury and streetwear well is Off-White. Virgil Abloh founder of the brand described the brand as the grey zone between black and white giving the colour; Off-White. This is exactly what the brands fashion is, being somewhere in the middle of streetwear and luxury. Virgil praised his fashion for targeting “the girl who wears Céline and for the man who wears Supreme, and they both share a closet” This brand is one of the few streetwear brands who understand women and target them authentically and releasing a women’s clothing line, which has been popular amongst women. (Rob, 2020).

Miu Miu is the little sister of the brand Prada, born from the unconventional spirit of Miuccia Prada. “Prada is Very sophisticated and considered, Miu Miu is much more Naïve”- Miuccia Prada, Founder of Miu Miu. (Weir, 2022). Prada is built up of minimalist foundations which juxtapositions against the playful and extroverted side to Muiccia Prada’s personality. (Lafuenet, 2021). Unlike Prada Miu Miu target a younger consumer with their consisted contemporary and playful aesthetic, Miu Miu represents young women who are carefree and wear outgoing designs, playing with kaleidoscopic nature of fashion. (Miu Miu, Prada Group, n,d).

INTRODUCING MIU MIU

INTRODUCING MIU MIU

Miu Miu is an outpost for the most refined femineity, a tangible representation of the energy supplied to modern society by women’s inherent differences and intriguing personalities. Miu Miu describes a self-aware conscientious femininity that allows for limitless creativity. The brand is submerged into all thing’s femineity with the redefying purpose to inspire women to feel the freedom of expressing their individuality and shining a light on femininity. (Miu Miu Prada group, n, d). Miuccia Prada created her own community to empower other females within the filming industry, by offering a space for them to share and explore what it means to be a woman through film. Miuccia Prada created ‘Miu Miu Women’s Tales ‘ in order to resolve the issue of women not being recognised for their talent within the filming industry offering an opportunity for women behind the Lens, as well as women upfront.( Ahmed, 2022). Miu Miu Nuit collection in celebration of femineity and the joy of womanhood. Consisting of party dresses embellishes in sequins and soft velvet. To launch the collection Miu Miu hosted a night club in New York inviting a range of celebrities popular amongst Gen Z such as Emma Roberts, Anna Sophia, Sansho Scott and more. This collection portrays the youthful and spontaneous elements behind the brand that Gen Z can relate and connect with. (Browchuk, 2021).

The ‘Miu Miu girl’ refers to the perfect consumer of the brand. The brand targets a younger female audience, typical In the age range of generation Z. The Miu Miu girl typically shops ethically and considers her carbon footprint. Miu Miu have released multiple upcycled collections and collaborated with Levi’s to create an entirely denim collection. Miuccia Prada has been wearing vintage clothing for years, she is passionate to continue the history behind each garments. (Ahuwalia, 2022). As we know the Miu Miu girl is a feminist exploring her identity and wearing designs that she feels free and can express her creativity and rebellious fashion choices, combining raw elegance with a carefree attitude. The Miu Miu girl isn’t afraid to experiment with her style, adding fun and maximalist accessories and combining extreme designs that experiment with a traditional sense of style. (Weir, 2022). With the Miu Miu girl being a part of Generation Z, she values comfort and brand loyalty, this selection of consumers wants to feel a part of something bigger than a brand, The Miu Miu girl is chasing an experience to suit the needs of her lifestyle.

MIU MIU CONSUMER MIU MIU CONSUMER

WHATS THE GAP?

WHATS THE GAP?

Gen Z women are after comfort to suit their everyday lifestyle, their moving on from restrictive uncomfortable heels/ fashion. This generation have lived their youth through a pandemic and are now facing a cost-of-living crisis as they step into the working world. From this, Generation Z are turning towards clothing they feel comfortable wearing and clothing that supports their everyday routines. Whilst luxury brands have been collaborating with streetwear very few target women. Women want fashion that suits their values and lifestyles but are only being excluded from the market. Miu Miu are a feminist brand with a mission to empower their youthful consumers. The brand consists of playful and outgoing garments that are unique in their own light for the Miu Miu girl. However, from my research Gen Z are looking for clothing that suits their lifestyles and has practicality, which Miu Miu haven’t yet explored. Miuccia Prada joined her family’s business in the mid 1970’s. Prada was originally created by her male ancestors who insisted on only men working in the business and excluded his female family members. Miuccia Prada has been an advocate for women within the industry “I was a feminist in the 60’s and can you imagine? The worst I could have done was to be in fashion”- Miuccia Prada. (Mau, 2012). I intent to fill the misogynist gap within the streetwear market and I believe through my research Miu Miu would be the brand to fill that gap. The brands charming and rebellious carefree attitude could evidently become a voice for young women.

“I was a feminist in the 60’s and can you imagine? The worst I could have done was to be in fashion”- Miuccia Prada.

For my 360 campaign, I will create a fictional sub- / cousin brand, filling in the gap in Miu Miu’s brand strategy. By definition, a sub brand is a subsidiary or “spin off” of their parent brand, with the aim to bring the business into a new market and revenue streams. (Hodgson, S). I have chosen to create a sub brand to reach a new generation of consumers. And aim to act as a spirit for Gen Z women. The metaphorical ‘Miu Miu girl’ will act as an influencer, to bring light upon the issues women face and to introduce a wider variety of women’s streetwear filling the gap in the market. I have taken inspiration from the research I conducted on the luxury lifestyle brand, Chloé. Chloé have marketed themselves as a spirit rather than a brand to enhance women’s natural beauty. ‘The Miu Miu girl’ will aim to redefine streetwear and by giving her a renewed sense of purpose that targets a new tribe of streetwear wearers.

This Campaign aims to bring light on the misogyny within the streetwear industry. I initially considered creating a collaboration with a streetwear brand. However, through further research collaborations are beginning to become lost within the industry with many having no real meaning and consequently adding to the overconsumption problem the fashion industry faces. Many streetwear collaborations are sitting on the fence with consumers struggling to keep up with new releases. (Gorsler, 2022).

MY CAMPAIGN MY CAMPAIGN

I plan to carry out my visions for my campaign in a studio setting, this is due to the commercialised approach Miu Miu take within their marketing strategies. I want to stay authentic to Miu Miu and create a playful, spontaneous campaign consisting of earthy colours seen throughout Miu Miu’s extravagant designs. A studio setting will be ideal to create the perfect lighting and will ensure I can digitally edit my images where it need be.

OUTCOME PLAN OUTCOME PLAN

Since my campaign targets Generation Z, it’s only fitting to promote the campaign through the use of social media. As this is where Gen Z spend majority of their time. I discovered through my research communication is an important factor when targeting Gen Z as well as creating a community space. I also intent to create a zine to go with my campaign, detailing the purpose and exploring hidden messages and meanings, with the sole focus of marketing to Gen Z.

Sustainability is both important to Miu Miu and Generation Z so therefore I plan to use sustainable recourses where I can such as using upcycled or second-hand clothing. My role will be the creative director as well as stylist. I enjoyed the styling module in second in year and felt it was a way to bring my visions to life. I plan to bring in a photographer and videographer to capture my vision.

TIME TIME

JAN-FEB

During this time, I will solidify my project further. I will ensure I have gathered thorough research to fully support and back up my ideas. This will also use this time to consider new ways to tell the story.

FEB-MAR

This will be the time for me to create mood boards, croquis and experiment with logo designs as well as creating a name for my sub brand. I also plan to create test shoots and build from each shoot. I also plan to contact photographers, videographers and start street casting for models for my campaign.

MAR-APR

This will be the time for me to create my shoots and bring together my vision. I will have confirmed who I am collaborating with for the photography and will start the production of my FMP.

APR-MAY

During this period, I will allow myself time to edit my visuals, and make any final edits. This will also be the time to bring together my zine to sit along my campaign and solidify my vision.

ARTEFACT ARTEFACT

Alongside my 360 campaign I have created artefact to showcase the best of my university work so far, within a dedicated space. The purpose of this digital portfolio is to show the progression I have made throughout the past 2 years. I have learnt skills in marketing, styling, branding, forecasting and social media. I have been fortunate enough to work with and presented to, Robbie Sinclair, Helen price, Christopher Shannon and Tony Green. I have also included the link to my issuu within my bio as well as a QR code to go straight to my LinkedIn. I chose to use Instagram to create my portfolio as social media marketing is a part of the industry, I hope to gain a career within. After having 2 different internships within social media marketing it just made sense for me, to create a separate Instagram to act as my portfolio.

To conclude on my journey to my 360 campaign I am excited to move forward with my brand management module. Which will see my 360 campaign visions brought to life, which will be creating a sub brand for Miu Miu, with the aim to create a spirit for Gen Z women. Gen Z women are more interested in dresses comfortably, with sneakers acting as the new heels. The Miu Miu girl will represent this spirit and influence Gen Z by bringing new light on misogyny within the streetwear industry, acting as an advocate for change and filling in the gap in Miu Miu’s market. To promote the sub brand, I will create a social media campaign, to create a community space of individuals who share the same interest.

REFERENCES

Abu, F. (2019, Oct 1). The fast fashion paradox. Refinery29. Retrieved from. https://www.refinery29.com/en-gb/fast-fashion-gen-z

Abdulla, H. (2022, Jan 12). Sportswear to outlast covid. Just Style. Retrieved from. https://www.just-style.co nalysis/boom-in-sportswear-to-outlast-covid-as-consumers-favour-comfort/

Ahmed, O. (2022, sep 13). No women film makers in 2022. I-D. retrieved from. https://i-d.vice.com/en/article/jgpjzk/miu-miu-womens-tales-films-2022

Alexander, E. (2022, Oct 24). Successful luxury brand. hapersbazaar. Retrived from https://www.harpersbazaar.com/uk/fashion/fashion-news/a41736161/how-to-be-successful-luxury-brand/

Beauloye, E. (2023, Jan 4). Luxury trends. Luxe Digital. Retrieved rom. https://luxe.digital/business/digital-luxury-trends/luxury-future-trends/

Chloé. (n,d). Fashionabc. Retrieved from. https://www.fashionabc.org/wiki/chloe/

Comfort and wellness set to define luxury. (2021, jan 8).Vogue business. retrieved from https://www.voguebusiness.com/consumers/comfort-and-wellness-set-to-define-luxury-in-2021

Dixon, C. (2018. July 24). Oppressive fashion trends . the list. Retrieved from. https://www.thelist.com/129404/the-most-oppressive-fashion-trends-throughout-history/

Finnigan, K. (2019,Dec 31). Howw the 2010’s killes the high heel. Retrieved from https://www.vogue.co.uk/fashion/article/how-2010s-killed-high-heels

Gen Z and cancel culture (2022). McCringle. Retrieved from. https://mccrindle.com.au/article/gen-z-and-cancel-culture/

Gorsler, F. (2022). The sneaker industry collaborating itself to death. Highsnobiety. Retrieved from https://www.highsnobiety.com/p/sneaker-collaborations/

Lafuente, C. (2021, Apr 16).untolf truth of Miu Miu. The list. Retrieved from. https://www.thelist.com/382520/the-untold-truth-of-miu-miu/

Mau, D. (2012, May 1). Miuccia Prada on being a feminist. Fashionista. Retrieved from https://fashionista.com/2012/05/miuccia-prada-on-being-a-feminist-in-fashion-i-only-recently-stoppedhaving-problems

Monteros, M. (2022, Apr 15). The consumer of the future. Modernretail. retrieved from https://www.modernretail.co/retailers/the-consumer-of-the-future-luxury-brands-place-their-bets-on-gen-z/

Rob. (2020, Nov 30.). everything you need to know about Virgil Abloh. https://www.grailify.com/en/everything-you-need-to-know-about-virgil-abloh/

Tran, K. ( 2020, Oct 8). The boys club. Newfacefashionmagazine. Retrived from. https://www.newfacefashionmagazine.com/post/dispelling-the-boy-s-club-mentality-in-streetwear

What is sub branding. (n,d). fabrikbrands. Retrieved from https://fabrikbrands.com/what-is-sub-branding/

Wilkinson, A. (2021, Jan 11). Gen Z is too sensitive. Scot Scoop. Retrieved from. https://scotscoop.com/gen-z-is-too-sensitive/

IMAGE REFERENCES.

Fig 1. Off white. (n,d). Off white editorial. [photography]. Off-white. https://www.off---white.com/en-fr/collections-editorial/virgil-is-here

All other images are my own or edited to standards.