SUMMARY

I am thoroughly pleased that I decided to take Charles Jeffrey forward with me to this stage as it has solidified my decision making in that I want to finalise his brand as one of my campaign collaborators. I appreciate how Charles is cognisant of today’s generations and isn’t afraid to be challenging in his concepts. I feel this will resonate highly with my consumer of Generation Alpha who respect the innovative and unconventional in brand communication. Generation Alpha value representation and community; elements LOVERBOY thrives on considerably too, proving he is a more than suitable fit as collaborator 1.

Fashion activism and Punk remain a solid theme in my findings and LOVERBOY presents these in a contemporary and conceptual approach, which adapts well to my current choice of market- luxury through a conceptual lens, therefore these will be coming into my final concept as contextualisation alongside Charles Jeffrey.

In the conclusion of Turning Back Time, I voiced my interest in researching into Maison Margiela and its Creative Director, John Galliano further as I was enthralled by the Co-Ed 23 collection which exhibited Punk in a technical and modernised frame. In my next book I will be gauging into their backgrounds to delineate if either of these contributors could coincide with Charles Jeffrey for my final Brand Management stages.