AD6605 CONCEPT DIRECTION & DEVELOPMENT 360 CAMPAIGN BOOK
To build my brand image my approach will consist of a social media campaign to allow consumers to interact with the campaign. I will also be creating a fashion film using styling methods to reinforce consumer interaction. A I also intend to use brand heritage to communicate my brand values and how they define the luxury market. I believe that approaching the luxury streetwear market on multiple channels will not only target Generation Z but will also future proof for future generations. My objective is to represent the clear message of acceptance within luxury streetwear by using my brand concepts of survival, passion, and empowerment. I will be pushing the boundaries of streetwear and creating an accepting 360 campaign. My aim is to create a sense of community throughout my campaign. The purpose of this book is to introduce the concept for my 360 and outlines the ideas and conclusions that I have found throughout my journey.
After plenty of research I have decided to focus my 360-campaign targeted towards Generation Z. I have chosen to target this generation of cunsumer as I have a clear understanding that Generation Z are a critical gateway for marketers nowadays which is why I have chosen to use them as my chosen consumer. Having grown up surrounded by the latest I Phones and I pad’s it was only natural to choose a social media campaign as a chosen marketing method. We are consumed by social media; in fact, we live and breathe it. “ 65% of Generation z say they use social media to find entertaining content” (Forbes, 2021) therefore with the right content and marketing tools I know that my 360 campaign will attract and target my specific consumer. My platforms will be a positive space where consumers will go for a sense of escapism, community and most importantly a platform to educate them of the importance of acceptance within luxury streetwear in the modern day. I want the message of acceptance to allow my consumers to know that streetwear is for everyone, not just for males, not just for skateboarders but for everyone. You don’t have to conform to what is considered the social norm of clothes. Luxury streetwear is for you.
A gen z consumer is a consumer that values, empowerment, morals and overall is a consumer with strong values. They are an omnichannel generation, their love for online communities can also translate to purchases. “TikTok’s #TikTokFashionMonth challenge helped inspire Gen Z to shop. The hashtag garnered 5.5 billion views.” (Nast, 2022). Generation z look for a sense of community and a feel of exclusivity. They look for a deeper meaning and strong brand message with complete transparency from the brands they purchase from. For digitally native gen z’s they desire high- quality products with big designer labels. Conscious consumerism is an outlook that all gen z’s conform to although ultimately the Gen Z consumer looks for quality over quantity. After growing up in a world with the advancements of technology Gen Z have always wanted the latest trend piece its within their psyche a part of how they have been brought up in a world of consumerism.
so WHY LUXURY Streetwear ? That is an easy question for me to answer. I have chosen luxury streetwear simply because it is what I am passionate about. Growing up in the presence of the boomers they seem to have a blinkered mindset when it comes to fashion, luxury streetwear. With this generation questioning why a girl is wearing an oversized t-shirt, or why I’m wearing a Palm Angels t-shirt with heels for a night out. Luxury streetwear isn’t just a market it’s a lifestyle. As you can tell from my waffling it is something I am passionate about. As part of my research, I picked 3 luxury streetwear brands that I enjoy: Palm Angels, Off-White, and Supreme. This helped me pinpoint a similarity between the three brands they are stereotypically all considered ‘male’ brands. This is where I discovered from my research that the main factor for me was acceptance. It left me wondering why decades ago Streetwear was not considered unisex. I found it interesting how over the years streetwear is evolving and found out that this was down to the designers that I researched into having a triumphant impact on the luxury streetwear scene. Along with the impact of social media playing a big part p0f the growth of luxury streetwear becoming considered more unisex, which is where the two go hand in hand. In order to make sure that my 360 campaign was future proof I researched into the future of the luxury streetwear market. I found that the market is constantly changing and how different subcultures have revo-
I decided to call my 360-campaign Diversity as my brand emits diversity through its strong message of acceptance. I want to show that streetwear is for everyone so to me it was a no-brainer. My aim is to create depth within luxury streetwear through the acceptance of everyone. Diversity will be a safe space where Gen Z can go to feel connected and share their love and values through streetwear clothing. The main message behind Diversity is acceptance but will also include elements of passion and survival. I decided to focus the main theme of acceptance as that is what stood out to me the most and what I have carried throughout my research. It is important for my brand to not only tell a story but show that streetwear is in fact for everyone. The element of survival has influenced my brand research, it was apparent to me that during the Covid-19 pandemic streetwear brands adapted to survive and come out stronger than ever. The word survival stood out to me as the world we live in we are all survivors in some way shape or form which is why I thought it was important to bring this element of survival into my campaign. I researched into how the Covid-19 pandemics affected the industry and how the likes of Off-White and Palm Angels survived in such uncertain times which has helped me develop my brand and campaign further in terms of marketing. Lastly, I have decided to incorporate the element of passion as during my research I noticed a common denominator between the brands that I researched into and that was the passion and drive exhilarated as the driving force behind each different brand and their success. Being a passionate person myself it felt only natural to include this into 360 campaigns. Diversity will appeal to my chosen future consumer of Generation Z and will sit on the luxury market level.
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Palm Angels is a brand that has influenced me massively throughout creating my 360 campaign. Francesco Ragazzi is the founder and mastermind behind Palm Angels. This unique fashion brand has made a great mark in the industry in a short space of time. Inspired by American street culture, Francesco Ragazzi tells a story through his garments by making use of bold colours and prints. This is the perfect blend of luxury and streetwear. Francesco Ragazzi’s utilizes the theme of acceptance through mixing La skate culture with the luxury of Milan as an expression and contrast between the two. Palm Angels create a sense of acceptance throughout the brand. The brand has collaborated with Moncler, bringing its streetwear infused aesthetic combining it with the undeniable luxury of Moncler. With referencing Palm Angels’ photographic beginnings that capsule takes inspiration from mind control and delves into subculture communities. The collection uses bright colours, slogans and graffiti prints that is described by Moncler as a mix of an “art gallery atmosphere and abrasive urban attitude”. (Browns,2022). This is an example of how Palm Angels merged subculture with community through a collaboration with Moncler.
Another influence of mine is Off-White. First established in 2012 Off-White the brand has evolved from Virgil’s first aspirations correlating to obligatory thoughts of not just buying the product but experiencing it. Off- Whie stood out to me because of its strong morals and collaborations. Virgil Ablohs journey has shifted towards a more objective clothing. In September 2018, his collection titled ‘Natural Women’ pays tribute to the 20th anniversary of the death of Princess Diana.The lineup consisted of some of her most popular outfits in the eighties and nineties. As brand collaborations go this was a massive hit to consumers as the tribute was in honor of powerful independent women. The collaboration portrayed a strong message of acceptance of women in fashion.
It became apparent to me from my research that one of the brands main influences is acceptance. OffWhite gives the youths freedom to style themselves instead of dictating who they should be or what they should wear. He creates stories through his designs that are more conceptual, and Avant-guard compared to Palm Angels. His trademark “everything in quotations” cultivates an Avant-guard and cult apparel that merges streetwear culture with luxury fashion. This concept very much goes in line with the ideology of the brand – giving people space to unleash their own creativity. Off-White’s Instagram platform is the gateway to their success. Targeting Generation Z Consumers OffWhite highlights it’s designs on its social media platforms. His posts speak generation z language. He focus is not only on clothing but on the lifestyle that goes with it.
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Reflecting from my research into myself and both the brands that inspire me; Palm Angels and Off-White I noticed that there were a few common denominators. Each brand has as strong message of acceptance and target a diverse audience, however noticed a similarity in that consumer of generation z typically think that both brands target more of a male audience when in fact they do not. I noticed a gap in the market during my research; generation z view streetwear to be considered more masculine. There is a gap in the market to reach out to all consumers of generation z and show that streetwear is for everyone and not ‘typically’ for males. I aim to create a sense of acceptance and community throughout luxury streetwear. Removing the stereotypes that can often be behind the streetwear name. My message is to bring acceptance into the streetwear community. My main aim to show that streetwear is for everyone no matter what race, ethnicity, sexuality, or gender.
The message behind my brand and 360 campaign is acceptance. I have always been an accepting person from an early age. Having grown up travelling, being surrounded by diverse cultures I have always seen the world from various aspects through a wide lens. Acceptance is what I firmly stand for and is what I gravitated towards throughout my research so felt only natural for my brand to portray that message. My aim is to create a brand that accepts everyone for who they are that will be reflected in my 360 campaign. My brand will accept all genders, race, cultures, class status and religion. You name it Diversity accepts it. The concepts of passion and survival is intertwined alongside my message of acceptance. Passion sits alongside it as I am passionate about the acceptance of others along with survival. Survival is a form of adaptation we are all familiar with within certain surroundings. My message of acceptance is referenced throughout my brand concepts of acceptance of passion and survival in streetwear. It is important for my brand to portray the message that streetwear is fort everyone but also want to have a focus on the mental health of males and how men need to accept themselves for who they are and how they can express themselves.
Survival is one of my brand concepts. My 360 campaign will heavily focus on survival of mental health. I chose survival as I thought it was relevant in such uncertain times. I discovered from my brand me research that the I have been massively influenced by survival strategies around me alongside during the Coivid-19 pandemic. I have witnessed the impact that the pandemic has had on people and the suffering they have experienced but how they have fought through and ultimately survived their battles. A survival existence will also bring a personal attribute to my brand which is what I aim to implement within my 360 campaign. I will create a social media campaign to implement this message of surviving through a global pandemic together as a community followed through with a styling book. My campaign will be a space where Generation Z can all visit as a sense of community
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SURVIVAL
Passion is another concept I am going to portray throughout my 360 campaign. The idea of both being and feeling passionate I something I strongly believe in. I found from my research that often consumers particularly generation z struggle to highlight things they are passionate about. From my research I found that there was a gap in the luxury streetwear market where brands fail to discuss their passions and how they tend to hide behind a screen when it comes to streetwear. Streetwear is a community where you can where the clothes you love and a way of expressing yourself. I will demonstrate how the idea of passion of males and females can be a way of expressing themselves down to their true forms. I will do this by using both male and female models to represent them in a positive way that pushes the boundaries of luxury streetwear.
My third concept of my diversity campaign is empowerment. The concept of empowerment comes down to males and females feeling empowered by what they wear in terms of luxury streetwear. For me, sartorial confidence comes from what you wear. I will demonstrate how important it is to feel empowered and let your personality shine through in what you wear. I want the concept of empowerment to really portray the message of acceptance. I will create this through the creation of a fashion film as this will really allow my models personalities to shine through and portray my message clearly. My models will wear clothes that they feel empowered in through showing the message of acceptance. Diversity will be a safe space where consumers can come together to feel passionate, empowered, a sense of survival and most importantly overall accepted within the diverse community.
January – February- My next step as part of my 360 campaign will be to find the perfect location in order to create my fashion film. Along with experimenting with a test shoot and finding the right model's videographer that will help strongly relay my brand message. As well as building up my social media page. February – March between this time I will actively seek for the clothes I will shoot as part of my brand message and actively seek any props that I think will help portray my message. I will also make sure the correct precautions are in place in order to make sure my shoot meets covid restrictions and standards. I will make sure facemasks and distancing is put in place. March – April This is when I will film my final look book and shoot my pictures making sure all restrictions are in place to meet covid standards. April – May – I will use this time to put my film together allowing time for editing, printing and checking over all my work to make sure it meets my criteria. This is the time I will be using to complete and
With Covid –19 restrictions constantly changing I have devised a backup plan in case there are unsought circumstances where I cannot use my desired location to shoot my fashion film. My back up plan will involve doing my shoot at home with professional lighting and filming the fashion film and shoot myself along with using family members in my bubble to model.
A long with my fashion film I will create a social media page to launch my campaign using Instagram as the main platform. I have chosen to use Instagram as it is the most used platform by generation z therefore will be the most beneficial in order to gain audience engagement from my chosen consumer. I will continue to post on my social media in order to boost consumer interaction before my 360-campaign launch. Alongside this I have created a website where I can present all my digital profile. This will be my digital portfolio which will include my work I have created during University. It is important for me to prject my digital presence not just as a person but as a brand in order to showcase my best work. https://hannahsoper98.wixsite.com/website
To conclude my 360- campaign my brand will demonstrate acceptance and shine a new light on luxury streetwear pushing the boundaries through presenting my brands message of acceptance. The purpose of this campaign is to bring awareness to the streetwear community with a particular focus to my chosen consumers; generation z and show that streetwear is for everyone. My campaign will be shared on a social media campaign to create a digital space for consumers to join and feel a sense of community. I will also create a fashion film to show my brands message that streetwear is in fact for everyone.
References Baron, J. (2022). The Key To Gen Z Is Video Content. Retrieved 9 January 2022, from https://www.forbes.com/sites/jessicabaron/2019/07/03/ the-key-to-gen-z-is-video-content/?sh=55378b5d3484 Nast, C. (2022). Gen Z shopping trends uncovered. Retrieved 9 January 2022, from https://www.voguebusiness.com/consumers/gen-z-shopping-trends-uncovered-pay-pal Chowdhry, P. (2022). The Future Of Streetwear In The Radically Changing Fashion Industry. Retrieved 9 January 2022, from https://www. ftcftcftc.com/fashion/the-future-of-streetwear-in-the-radically-changing-fashion-industry (2022). Retrieved 9 January 2022, from https://www.brownsfashion.com/ca/story/moncler-genius-palm-angels-collaboration Nast, C. (2022). First Look: Virgil Abloh’s Princess Diana-Inspired Collection For Off-White. Retrieved 9 January 2022, from https://www.vogue. co.uk/article/virgil-abloh-off-white-spring-summer-2018-princess-diana-inspired-collection
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TOGETHER.
