History Of Fashion Faye Toner
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1920’s
Picture Two
As a result of WW1 women's fashion had completely changed, during the war women's clothing had had to become more practical as many women had to take on men's job roles. Because of this garments such as the corset had been replaced by loose shapeless fits and masculine silhouettes, allowing women to go about there everyday working life with ease and flexibility in there clothing whereas garments such as the corset would of restricted them before.
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The 1920s saw the rise of the Flapper girl, who's image consisted of short hair and short shift dresses (often heavily embellished) that exposed there limbs (see picture one for reference). One of the key styles of this era was the drop waistline which allowed a slender and flat look to be achieved accessorised with the iconic long cigarette holder and feather boa to complete the look. Fabrics such as velvet, chiffon, satin and brocade were all extremely popular in this era and still are today, lace and feathers were a must for evening attire. Clothing consisted of rich colour palates of black, cream, gold and silver. This decade also saw the rise of fashion icon and legend “Coco” Chanel. Who is still a massive influence on fashion today.
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Modern day fashion is still heavily influenced by 1920’s trends. Fashion designers such as Marchesa (see picture two for reference) take inspiration from the 1920’s fashion archives, incorporating silhouettes, fabrics and styles from the past recreating a more modern style “flapper girl” inspired look for the 2015 modern day woman. We can still see the key features are the drop waistline, the slender flattened bust shift silhouette is a strong reflection from past to present.
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Picture one
1960’S
Picture One
The 1960s saw a shake up in fashion, it was an era that featured a number of diverse trends many of which are still very much in fashion today, such as culottes, boxed shaped dresses (see picture one)in fabrics such as corduroy and pvc which can still be purchased today. Fashion designers such as Victoria Beckham (see picture two) are still hugely influenced by these silhouettes .
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1963 saw the introduction of the bikini which became a necessity to any girls summer wardrobe and still is. The classic big high waisted briefs and balconette bra style of the 60’s have recently come back into fashion.
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This era was also renowned for its psychedelic prints, bright colours and mismatched patterns. All of which still strongly influence designers and there collections today. A modern day designer Emilio Pucci’s incorporates both of these factors continuously into his collections (see picture Three).
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Picture Three
Picture Two
1980’s The 1980’s also known as the ‘Power suit era. The 80’s was all about big shoulders and tailoring. Outfits consisted of bold primary colours and applied decoration, the bigger the shoulders the better in this era. Movies, Tv shows and celebrities had a huge influence on fashion in the 80’S. As a result of this people wanted to replica what they saw on the screen. Programmes such as Dynasty and celebrities such as Joan Colin’s gave fashion inspiration and the onus on the the thought that the way you dressed gave you status which people loved the idea of.
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This era saw the rise of pop star and fashion icon Madonna the ultimate (Material girl), her sense of style influenced many in the 80’s her big hair, bold eyebrows and out there dress sense became an aspiration for many women and girls. Her ever changing and evolving style still has an impact on women’s fashion aspirations today.
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Picture Two
Many key features in fashion from 1980 are still very much reflected in modern fashion brands today with designers such as Balmain giving a modern take on the the exaggerated 80’s power shoulder as seen in picture two.
Picture One
Zara Men
Military Jackets from WW2
Sophisticated Heritage Sophisticated heritage is a fashion trend directed at men which is designed to stand the test of time. When we think of sophisticated heritage we think of tailoring, military style jackets, trench coats. Basically classic items of the male wardrobe that have been consistent throughout the years regardless of what trends have come and gone. Whilst researching sophisticated heritage it became apparent that WW2 had a strong military influence on garment designs, with a structured cut. For example Jackets are of a similar cut from then to now as we can see from the photographs from the left from WW2 in comparison to items available from high street brand favourite zara and much sought after designer brand Balmain. The tailored military style of the jacket is still similar from past to present, colours remain very similar sticking to earth tones, khaki, taupe, beige, black. Buttons remain a big feature as do pockets, you can also see a clear comparison between the collar of the coats from past to present,which can be buttoned up to create a funnel style neck or left open to sit in a v.
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Balmain
Private Jack White Private Jack White is a British brand which is based in Manchester. All garments are designed and made by hand in a factory located in Manchester using regionally sourced fabrics and materials. The brand pays homage to WW1 hero Private Jack White. Many items in the collection are based on classic military style with updated features for the modern day man.
! Private Jack White Above is a picture of Private Jack White wearing an original military jacket from his wardrobe which has influenced modern styles of the label over the year (see far right images). Its clear to see a comparison of style, colour and fabrics. The Silhouettes of the jackets are almost identical with just updated features such as zips instead of buttons for a more modern feel.
The collection is designed by Nick Ashley, son of well known interior designer Laura Ashley. He has designed for brands such as Kenzo, Todd's of Italy and Dunhill menswear amongst others. His influences for the brand are taken from Private Jack Whites wardrobe and classic military items of clothing as well as his love for motor cycling and car racing.
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Private Jack White classes itself as a high integrity brand priding itself on sourcing its fabrics locally such as wool from local sheep and making its clothing locally. Therefore the brand is aimed at a consumer that will appreciate these things. These clothes are made for people who have an emotional attachment to there clothes and tend to keep there clothes over the years in comparison to people who like fast fashion and by for the moment not longevity.
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Burberry Burberry is a high end luxury classic designer brand which has sustained it popularity amongst the fashion savvy consumer throughout the years. It’s a perfect example of a sophisticated heritage brand. Its founder 21 year old dressmaker Thomas Burberry. Burberrys iconic piece from past to present is the brands iconic trench coat, lined with there well known logo checked fabric. In the early 50’s the trench coat (in the black and white picture on the right hand side) was a must have item for sophisticated men this is still very much the case today. We can see the similarities and differences from past (picture one) to present (picture two) the neckline and button detail is the same however the modern day version take on a shorter and slimmer fit, although the lining and outer fabric remain the same.
Picture One
Picture Two
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Hackett London Another brand I found which represents Sophisticated Heritage is menswear brand Hackett London, the word Hackett meaning heritage. Foundered in 1979 by Jeremy Hackett and Ashley Lloyd who based on there knowledge of British men's style they created a brand consisting of there ideal range of clothing and accessories. There range consisted of all the classics for example well tailored suits made from classic fabrics of wool and tweed with an introduction to bold colours and patterns giving the brand a refreshing twist on the classic sophisticated heritage style.
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After researching the brand Hackett London I decided to focus on a garment from the brand (the tailored jacket) to compare and contrast any similarities or differences the garment may have from past till now.
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We can see the jacket from in the black and white photograph taken just after WW2 (the start of sophisticated heritage) is almost identical to the modern day versions worn by the models, produced by the brand Hackett London. The silhouette of the jackets are the same, the deep v neckline identical as is the length of the jacket and the two button fastening. The materials from past to present have also remained the same one of the main being tweed.
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Reiss The final brand that I found which represents sophisticated heritage in modern day times is high street favourite Reiss. I chose to compare and contrast the classic cut suit from then till now.
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1940
We can see the almost replica likeness to the garments from the past (pictures on left) to (pictures on the right). This proves that mens wear is still strongly influenced by sophisticated heritage as its classic cut pieces have stood the test of time in a multiple of brands, many pieces hardly modified for the new generation modern man as they are still very much in fashion and sought after classic pieces.
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Reiss was foundered in 1971 by David Reiss, who opened his first store in Bishopgate London specialising in mens suits. The brand grew more and more popular through the 80’s and 90’s. Reiss steadily gained its reputation for mens well tailored suits. (examples in pictures on right).
2015
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1940”S WW2 had a dramatic effect on women’s fashion. Silhouettes, colours,fabrics and practicality changed completely. Women had become the men of this era taking on there roles as homemakers whilst they went off to war. Because of this clothing had to change to allow practicality during the working day. Corsets became a thing of the past replaced by looser fitted clothes. Women’s clothes took on a more masculine look influenced by the military style.
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The coat became a massive staple piece in any woman’s wardrobe. With tailored top halves nipping the woman in on her waist often emphasised with a belt. Then the bottom half of the coat looking almost skirt like, skimming over the woman’s bum and hips. An alternative to the long coat was a two piece suit. Consisting of a tailored short jacket with a skirt made from matching material.
1940’S
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I have compared all of the garments spoken about above in pictures to the right comparing and contrasting images of such similarity showing how these trends have carried Jill through from past (1940’s) to now (2015) confirming that designers such as Jill Sanders and Francesco Scognamigilo are still very much influenced by 1940s style.
Sanders 10
Francesco Scognamigilo A/W 2015
1950’S The 1950’s saw a range of influences on fashion, these being film, television, magazines and the rock music scene. Icons such as Elvis, Marilyn Monroe and Audrey Hepburn portrayed there fashion styles across multiple channels of communication such as, films, gigs and television. This resulted in an aspiration to look, dress and sound like there idols. Marilyn was the first woman to embrace her curves. Because of her body confidence she taught women to love themselves no matter what shape or size as she was such a popular figure in the media at this time what she was portraying to women had a huge impact and because of this women started to have fun with the way they dressed. She is still a huge influence on women’s fashion today. This is proven by the pictures on the right, modern day actress Scarlett Johanson wears an almost replica dress to the one Marilyn is pictured in. Marilyn’s iconic red lip and peroxide blonde her is still a very much sought after look today and can often be seen gracing the catwalks or covers of magazines.
Then
Now
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Picture One
1970’S
The 1970’s became one of the most iconic decades for fashion. It was the decade that the fashion industry introduce three of its most iconic supermodels, Iman, Jerry Hall and Janice Dickenson. These three women are still influential in the modern day fashion industry. The 1970’s was the era of the swimsuit its took over the bikini. American actress made the sexy tight swimsuit with deep v neckline and high cut legs desirable to women who followed fashion (see picture one), this style of swimsuit is still very much on trend today with current hot model of the moment GiGi wearing an almost replica of the Swimsuit (see picture two).
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Fashion designer Diane Von Furstenburg produced her famous wrap dress in the 1970’s (see top right picture) and has kept the same silhouette to this very day. She reintroduced the iconic wrap dress in 1997, (pictured bottom right). DVF is now a global luxury brand producing four collections a year.
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Era
Product on High street Culottes River island £38.00
1970
Belted Trench coat River Island £75.00
1940
Links/relationship between product and era developments
These culottes are the same shape as the original 1970 style ones. They are both the same silhouette. The Trench style belted wool coat i found is a similar style to the iconic trench coat from the 1940’s.
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Product
Shift dress Topshop £55
River Island Turtle neck fitted dress £38.00
Era
Links/relationship between product and era developments
This shift dress I found in Topshop is identical to the original 1960’s silhouette version apart from the pocket and block print detail.
1960
1950
This Turtle neck fitted pencil dress is identical to the original worn in the 1950’s by Marilyn Monroe. 14
Catwalk Trends
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Fabrics: Silk Chiffon
Zealous Zebra
Spring/Summer
Blue
Red
White
Black
Latest trends on the High Street After researching the high street for current trends, it became apparent that 1970’s fashion is highly influencing them at this moment in time. Online websites such as Asos and stores such as Topshop and River Island, seem to be stocking a high volume of garments almost identical in silhouette and fabric to those introduced in the 1970’s. Such as the tan suede high waisted mini skirt (seen left) pictured in 1940 and now from Asos. Another hugely popular 70’s inspired piece which is on trend this season is the iconic flared pant in a numerous of fabrics ranging from denim to satin.
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The object I chose was Zebra. The reason behind choosing this object was its strong influence in fashion from the animal’s iconic bold print to the texture and skin of the animal. I looked at designer Roberto Cavalli, who is renowned for his use of bold animal prints throughout his collections.
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I chose to produce my mood board on spring summer fashion, although the skin texture of a zebra is more suited to autumn/winter season the images featured on my mood board show how the texture of a zebras skin can be printed onto light weight fabrics such as silk and chiffon recreating the appearance of the animals skin by distortion. The iconic black and white of the zebras skin is incorporated with bold colours such as red and blue which compliment and reinforce impact of the bold zebra print.
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I chose to title my mood board “Zealous Zebra� As the definition of zealous being over enthusiastic, intense ties in with the imagery of the Zebra print which is loud, in your face and with use of bold colours injected into the print in the fabrics reinstates the adjective used to compliment the noun the two go hand in hand, if you think of the zebra print you automatically associate the animals habitat of bright zesty colours.
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The fabrics of the garments used on my mood board mirror the irregularity of the Zebras stripes, the flowing fabrics represent the unevenness of the zebras print, in a sense the irregularity of how the stripe drapes across the models body is some what similar to how a zebras skin is.
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Spanish Culture
Indian Culture
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Chinese Culture
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Celebrities have always had a huge influence on the fashion industry and this is still very much the case nowadays.
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This statement is proven as many Fashion houses and high street brands use the celebrities status as a advertising tool for there brand in campaigns. We see this method in action in a recent Roberto Cavalli campaign with the designer choosing pop star and actress Rita Ora as his muse, the campaign being influence by famous shots of iconic film star Marilyn Monroe.
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By having a current on trend celebrity this can help revamp a label making it appeal to a the younger up and coming generation allowing them to engage and relate to the brand as a result of the chosen celebrity. This in turn secures the brands future customer. Generally a brand will chooses an celebrity that reflects and represents what there brand is about. So Rita Ora is perceived to be this sexy, feisty, outgoing female which reflects the brand which is renowned for its sexy evening dress silhouettes and outgoing animal print.
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So in sense if you buy into the collection then your almost buying into that celebrities image and lifestyle which is glamourized by the aid of social media.
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In our modern day society, fashion is heavily influenced by social media. Things such as Instagram, Pinterest and twitter for example allow the public access to up and coming trends literally hours after it is featured on the run way.
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This in a sense allows the public to analyse and appreciate new fashions and trends before they have even hit the shops. Much quicker than previous methods of fashion magazines.
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We now live in a society where fashion and image are majorly influenced by social media. What people wear and how they wear it has never been more accessible. Due to apps such as Instagram if a celebrity is pictured wearing an item from a brand this can be phenomenal as within hours that item can become most desirable and in return become a sell out. So from inspiration, to identifying, to purchasing social media plays a huge part in the Fashion industry.
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Task 10 The product being advertised is the shirt, the models image is almost being transferred onto the old down trodden car. The slogan “I hate ugly” has an air of cockiness to it portraying that anything that doesn’t convey the models image is ugly, which in this case is the car.
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So the message to the consumer is almost like if you wear our clothing then you will never be ugly. The target market audience would be a young fashion, image conscious man probably aged 18 to 30 who's particular about the way he dresses and what image he portrays through this.
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I think the message the advert gives to the consumer is successful with regards to the slogan used and the half painted car almost as if it is being made over to not be ugly and this is what you will achieve by buying into this product. However I don’t feel that the product is clear, I would make the clothing more of a focal point and maybe feature the brands logo somewhere so people 26 would associate the advert with the clothing brand.
Task 10
In my opinion the branding is the main focal point on this advertisement. The product and the branding are very much linked. Chanel is such a well known luxury brand that the consumer automatically links prestige to any product that the brand produces. Because of this the brand can afford not to give a full shot of the dress, we cannot see the style, length or neckline on the garment nor do we need to as we automatically know it will be of a high fashion design and quality as a result of the brand name alone.
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The colloquial language used in the slogan “I don’t do fashion,” instead of I do not engages on an informal level with the consumer. The slogan statement “I am fashion” emits a sense of cockiness, conveying that the brand is fashion and not just a part of it, which makes you as the consumer feel that if you buy into this brand your buying into that confident, empowering image. I think this is effect with the adverts target audience consisting of 18 to mid 30’s independent women who are image conscious and follow fashion.
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The styling of the advert is sultry, the pose of the model leaning provocatively across a table adds to this although I would say the models fresh faced make up and almost teenage scraped back hairstyle contradicts this so is sending out a mixed message to the consumer.
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I would take away the slogan on this advert as I feel just having the brand name featured would have the same impact as the target audience would already have knowledge about it. I also feel the style of the text cheapens the advert. I would also use 27 a slightly less baby faced model as I think her demure look throws the sultry vibe that the advert is trying to portray.
The slogan “win or loose you'll still look the best player” is a bold statement conveying to the consumer that regardless of what you are doing, whether you achieve it or not if you wear “Jockey” you'll always look and feel good regardless. The advert makes the consumer believe If you buy into this label you’ll have the confidence to tackle anything and be successful.
Task 10
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The use of the female model in the advert reinforces this idea, as she is looking at him with a sense of admiration. I feel her pose the way she's gazing at him but he is looking ahead almost demeans the woman in being the lesser sex, adding to the over all dated feel of the advert.
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I don’t feel that this advert is successful in the sense that unless the text was in the advert I wouldn’t have thought it was to advertise sports and leisure wear.
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I feel that by changing the dated style of the advert making it more modern by the use of a younger male model and maybe more sporty style of clothing, it would be more fitting to the target audience of young, active men who would be most likely to buy into the brand.
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From first glance at this advert we can identify clearly that the product is the shoe as its fore front and central in the image. The slogan “Urban wear” is reflected in the setting of the advert with it being set in the city. This also gives the advert a modern vibe along with the fast sports car which holds connotations of being fun and frivolous.
Task 10
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The slogan red tape almost creates an imagery of a finish line as if the shoe is the final garment to create the modern, urban, stylish look. I feel this ties in cleverly with the sports car and the pose of the two models, almost as if he has crossed the “red tape” in his sports car and got his prize “the girl”.
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I feel the advert is specifically aimed at late teens to early 30’s as an older target audience may frown upon the sexual pose of the models.
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I would change the style of writing as I feel it cheapens the advert by using slang “ur” however I do think the pun on the play symbol in the word play is clever adding to the fun element of the brand.
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I love how well branded this advert is. It reflects what the brand is about and the product is clearly the main focus as soon as you look at it, the good looking models, the well tailored suits and the colour palate of gold all represent key factors of this high end designer luxury brand.
Task 10
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Even though the font of the text is large, the format of the text is almost none existing the lettering almost fading into the back ground allowing the image to be the focal point.
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I don’t feel like the positioning of the models benefits the interaction with the audience as none of them are making eye contact with the audience. The lack of engagement between the models gives the advert an unpolished feel almost as is the picture is a test shot and not the actual finished picture.
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I feel the target market the advert is aiming to engage is young image conscious professionals age 20’s to mid 30’s who are interested in fashion.
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The brands use of good looking models conveys the idea to the target audience that if you buy into the brand you can look like them. This works as the target audience would be image conscious so in turn would aspire to this.
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I would remove the model on the far right of the advert as I feel he doesn’t fit in with the style of the other three models I feel this disjoints the entire advert, diverting the focus 30 from the clothing.
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Successful Advertisement Luis Vuitton chose the iconic pop star Madonna to feature in there 2009 campaign. I think she was a good celebrity to use as she reflects what the brand is about it’s a classic brand that is constantly reinventing itself to keep up with the times whilst staying true to its original print. Madonna represents all of these elements as she is renown for her chameleon like image always changing and adapting to the current times whilst staying true to what she does best.
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Even though there is no text featured in the advert we immediately zone in on the famous Louis Vuitton logo featured on the bag and link the advert to the brand. The advert gives us a selection of items that the brand has to offer e.g clothing, shoes and accessories.
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The setting of the advert set in a Smokey French bistro compliments the style and season of the clothing (fall/winter) and the sultry pose of Madonna almost as if she’s a dancer mid routine engaging with the audience. The colour palate of the setting reflecting and complimenting that of the clothes ties the whole concept together portraying the idea to the consumer that if you where to purchase one of these items your buying into the celebrity's lifestyle as well as the brand.
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I feel that this advert is successful as the product is clear, the image of Madonna as a sexy, confident woman is portrayed appealing to the target audience of the modern, high fashion, image conscious woman. Although Louis Vuitton is a high end and sometimes unobtainable price range brand for the everyday lower class woman the fact that the advert features a number of products makes it more accessible to a wider target audience, so although the clothing may be out of reach the accessories may not which I thought was clever.
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Successful Advertisement I think this Versace advert is extremely successful. The product is clear not only from being stated in text “jeans couture” but also being the main clothing garment on the models apart from shoes and accessories. The fact the models are naked on top makes the jeans the fore front of the advert.
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The pose of the two super models both looking forward engages with the audience almost drawing them into the advert. The season isn’t clear but we could assume that the bright colours of the text and accessories could insinuate that it is spring summer, although jeans are an all season item.
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The target audience would be aimed at women aged from late teens to mid 30’s who are interested in fashion. The text “jeans couture” couture being associated with the highest from of fashion in contrast to everyday denim portrays to the consumer that Versace denim is of the highest quality. The use of iconic super models Claudia Schiffer and Linda Evangelista reinstate the prestige of the brand being the best of the best jeans as they are the top of there industry.
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Successful Advertisement This advert is extremely clever in reflecting what the brand is about, portraying to the consumer the image that if you wear there clothing you stand out from the crowd somewhat above people almost untouchable. This is reflected in the pose of the model, as he is elevated above everybody else in bold attire making him stand out from the crowd.
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This image appeals to the target audience of young male professionals who aren’t afraid to be confident in there fashion choices and aspire to stand apart from others not only in image but status wanting others to desire and aspire to be with, or like them.
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The bold white font of the text identifies straight away what the brand is the font being bold and clean lined exactly like the clothing.
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Successful Advertisement This advert is extremely well branded, before even reading the text we as the consumer are successfully engaged and made aware that product being advertised is lipstick. I think it appeals to its target audience of woman aged 18 to 35 who have a keen interest In fashion as well as beauty products and would most likely be keen to purchase this product as it links both of them together. The emphasis on the word “private” in the slogan “private lip blend colour” gives a sense of exclusiveness to the brand almost drawing the consumer in letting them believe each lipstick has been made for them specifically. The image used is typical of a Tom Ford advert insinuating sexual references, he is renowned for this is his advertising campaigns. I think the image of the male kissing the female wearing the lipstick portrays the idea to the consumer that if you buy into this product it would make you desierable. 34
Successful Advertisement I feel this advert Is successful in linking the product it is advertising to the brand. We can see that the product being advertised is the perfume as the product is forefront and that the brand is clearly Nina Ricci which is made clear from the text. we also get an insight into other products that the brand has to offer as the model is wearing clothing and shoes from the brand. I feel the target audience is girls aged from 16 to woman mid twenties as the advert has a fairy tale to it, with references to the Disney film Snow white where she eats the bad apple making it feel like its aimed at a younger audience who this would appeal to. Also the slogan “The new magical fragrance� with the emphasis on magical reinforces the fairy-tale theme and confirms the product being advertised is the fragrance. The use of the pretty model will appeal to the target audience almost giving them the thought that if they buy the product they will smell and look like the model.
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Unsuccessful Advertisement
Although this advert is extremely well branded I feel it is unsuccessful as we as the consumer know its advertising Chanel but we have no idea what product of Chanel it is advertising. So even though we associate Chanel as a prestigious brand and know that anything produced by this brand will be of a high quality there's no product to engage or entice the consume. Because of this it makes it hard to determine the customer profile that the advert is aimed at.
I don’t feel like this advert is successful in advertising BMW, if it wasn’t for the BMW logo in the corner I don’t think you as the consumer would think the product being advertised was a car I think you'd assume that it was more likely to be a hair or beauty product due to the pretty model. I think the slogan “you know your not the first but do you really care” also cheapens the brand. The slogan plays on words, when you read it the look at the image of the naked pretty girl its almost as if your not the first to sleep with her but because she's that pretty doers it really matter? This can be applied to the car brand, in the sense that your not the first to drive a BMW but because its such a nice brand of car does it really matter? The only fact I got from this advert is the target audience which I felt was aimed at males aged 25 to 40 who are able to 36 afford a BMW car.
Unsuccessful Advertisement
I thought this advert was extremely unsuccessful as it promotes the brand Sisley with negative connotations linking it to drug use using the white dress on the table as a metaphor for cocaine implying that the models are sniffing it. I don’t feel that this would engage with any target audience as no body wants to be seen as being associated with this type of lifestyle. I feel it has very negative impact for the brand as its glamourizing everything what the fashion industry has tried for many years to indicate being associated with. Even the product the clothing isn’t able to be seen properly as the garments are dark and blend into the back ground, the positioning of the models add to this limited view. The slogan “Fashion junkie” gives the impression if you where Sisley your addicted to fashion but the question remains if you buy into the brand are you buying into the lifestyle that’s being portrayed in the advert also? 37
Unsuccessful Advertisement Even though I like this advert and its layout I don’t feel it was successful in linking the product to the brand. The brand being Ikea, the product being advertised is bedding. At first glance of this advert you would assume the product being advertised is something associated with fashion maybe even garment making, although I think its extremely clever the way the model is wearing the bedding as a dress unless you looked at the text stating the price of the bedding you wouldn’t know that’s what it was made from, you would just assume it was made from fabric.
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Unsuccessful Advertisement I feel that this advert is unsuccessful in engaging the target audience who would be interested in fashion. The advert isn't clear in the product it is promoting which is the clothing label Superette. I feel the brands logo needs to be more of a focal point because of this to enable the audience to associate the brand to the advertisement. Upon first look at this advertisement I assumed it was advertising drinking irresponsibly due to the wine bottle on the grass and the injured girl. It certainly has the shock factor but not for what its trying to advertise. I don’t feel like there is any link between the brand and the product at all. 39
– Jane Shepherdson, (previous) brand manager for Topshop: ‘Officially our target market is 15- to 30-year-old women, but internally we target everyone who loves fashion, regardless of age or income.’ She adds: ‘I think the biggest change [in the high street since the 1970s] is one the consumers have driven, in that they are much more fashion-savvy these days, and demand much 40 more than they did. The impact of the media has meant that everyone knows what the celebrities are wearing, where they got it, what the designers are showing on the catwalk and so on, so they want a bit of it too.’
Customer Profile:
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Saffi Henderson, age 25 city girl. Freelance make up artist and lipstick fiend, earning ÂŁ35,000 a year. Saffi has her own beauty blog which she posts make up looks that she creates giving step by step tutorials on how to recreate them and what products she uses as well as skin care tips. She lives with her miniature Yorkshire terrier Coco in a studio apartment just outside of central London. She drives a black Audi A1 which she uses to transport her from location to location for work.
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Saffi loves socialising with friends attending gigs and festivals her favourite of which is Glastonbury which she attends religiously. She's a big music lover, the likes of James Bay, Ellie Goulding, Florence and the machine are amongst some of her favourites. Her favourite bars to socialise are situated on brick lane (London) where she enjoys a skull candy cocktail with friends. Saffi enjoys maintaining a healthy lifestyle and keeping fit, her favourite method of which is long runs around her local park accompanied by her pet dog Coco. Saffi’s favourite way to relax is to read a good book accompanied by her guilty pleasures a mocha and a red velvet cupcake.
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Saffi is a major fashion follower reading blogs daily, taking inspiration from the catwalks and fashion magazines keeping informed of up and coming trends. Her wardrobe is a mixture of designer pieces mixed with high street and vintage all of which she uses to create her edgy, cool rock chick style. She takes fashion inspiration from her favourite designer brands Saint Laurent, Acne, Balmain, Isabel Marant and Iro and using her fashion savviness locates items on the high-street. Her favourite places to shop range from Selfridges, Harvey Nichols, Topshop, H and M to Camden market to find individual one off pieces adding uniqueness to her style. Saffi is a cosmetic and skin care product obsessive and enjoys being pampered once a week. Through the week Saffi adopts and effortless rock chick off duty look her staple pieces being her biker leather jacket, rip jeans and Dr Martins of a weekend she loves to dress up taking her rock chick look from understated to glam consisting of skinny leather pants, sky scraper heels and embellished tops.
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Saffi is obsessed with changing her hair style and colour ranging from pink to blonde, pixie crop to long locks. Her style reflects her cool, bubbly, fun personality. Her fashion muse is Blondie (Debbie Harry) mixed with influences from Kate Moss, Sienna Miller and Cara Delavigne. 42
http:// www.google.co.uk/ imgres? imgurl=https:// res-3.cloudinary.com /buymywardrobe/ image/upload/ c_fit,h_2000,w_960 /v1422446584/ i4jr07dkvgjy7l5sbn
http:// www.google.co.uk/ imgres? imgurl=https:// res-3.cloudinary.com /buymywardrobe/ image/upload/ c_fit,h_2000,w_960 /v1422446584/ i4jr07dkvgjy7l5sbn Gwen Stefani has amazing style. I used to really love Courtney Love, and anything she wore I loved. Or Chloe Sevigny, because I really love that sort of classic look, and I like being girly and flowery, and wearing little D&G dresses. I wear hats a lot, too. I think it goes back to when I was a bit grungy and was a skater girl for a bit. Ellie Goulding
Topshop is renowned for its use of celebrity endorsements to promote there brand, using high profile celebrities who’s image represent and reflect what there brand is about, cool of the moment fashion forward style. This method of advertisement helps
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Embellishment
Metallic Studs
Power Jacket
Exaggerated Shoulders
Leather
Mini Skirts
Modern day Glam Rock
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Range
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Available in all flagship stores from November 28th
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