LIMITED
EDITION
_LIMITED EDITION VISUAL CAMPAIGN
01.
_Contents.
02.
_The Aim
_Brand Concepts
03.
04.
_Influences
_Market Level
05.
06.
_Generation Z
07.
_The Socials
_The Shoot
08.
_Overview
_Limited Edition. This is Limited Edition. The purpose that we are all unique and individual within our own right. This digital zine will walk you through how I created my 360 campaign, by depicting my four different brand concepts and the issues surrounding them with the aim and purpose of shining a new light on male acceptance and stereotyping, the market level and understanding of my consumer. I hope to give you a step-by-step guide and break down the issues that truly matter to me through the use of different medias to promote my campaign; but more importantly build up a community and shine a new light on what's important – we are all simply limited-edition characters.
_The Aim. My campaign focuses on the importance of acceptance surrounding male mental health in the luxury streetwear market. The overall aim of my campaign is to shine a new light on luxury streetwear through building a community of people sharing the same goal and putting an end to the stigma of people talking about male mental health. I plan to educate and cultivate the issues surrounding mental health through creating a space for males to open conversations and talk about the pressures faced within the industry and life.
I hope that my campaign creates a sense of community and encompasses a voice to show that expression is versatile, and that there will soon no longer be a default way in which one can express themselves. This message will be portrayed through focusing on how fashion is subjective to all and the concept that we are all individual and in fact a limited-edition version of ourselves. I hope to break the beliefs that society has set upon us nowadays regarding the strict ‘guidelines’ as to what we deem as socially acceptable in the context of what men and women must wear and show complete transparency and diversity in the hope to show that we are simply all – limited edition.
01.
1.
Gender Acceptance is my first brand concept this credits the importance of accepting those around us and blurring the lines between gender fluidly in the fashion industry.
2.
_Brand Concepts. From my research findings I broke down the main issues surrounding the struggles implemented on to males in today's society into four brand concepts to give a clear and diverse understanding.
3.
My Four brand concepts community; surrounding gender acceptance, welfare; exploring the welfare of male mental health, Diversity; racial awareness and discrimination; focusing specifically on gender discrimination.
Diversity is my third brand concept aimed to break down and bring forward more racial awareness during my brand with the intent to shine a new light on racism within the industry.
4. 02.
Welfare is my second brand concept this is with the intent to spread awareness regarding male mental health surrounding fashion and break the everlasting stigma surrounding suicide. I want to ensure my consumer feels connected and resonates with this sensitive topic and show the common struggles people face and open up conversations, embracing this topic.
Gender Discrimination is my fourth brand concept that references how males are commonly discriminated compared to their female peers in the industry.
Another brand that inspired me was Supreme. One thing about Supreme is that it that it successfully goes against the typical conventions of men which inspired me throughout my work along with its heritage and skate culture. The exclusivity and sense of community that Supreme has created was another aspect that I wanted to carry forward into my brand.
_Influences. Throughout my journey I found several brands and artists that have inspired my work. Seen UA a graffiti artist has been one of my main influences. With his combination of colour and bold prints it helped me break down my barriers and experiment with colour, which is something I tend to hold back on when it comes to my work.
Palm Angels is a brand that I have been influenced by as they combine elements of streetwear with LA culture. The brand represents all genders in a positive way with a lot of their pieces being gender fluid which seamlessly fit into my brands conventions. The brand uses a mixed array of bold prints and colours which stood out to me and influenced me throughout my work.
03.
A- Cold Wall was another brand that influenced my styling. Their positive pieces and mix of staple colours combined with bolder prints were what I wanted to inject into my work. A lot of their pieces represent a form of protection which is what I wanted my consumer to feel and resonate to. I continued to develop this throughout my journey where I created croquis and played around with colour. The idea that we are limited edition was very important to portray, I wanted the combination of positivity and protection which is why I chose to implement colour into my work as I think the bright tones perfectly say positive in a subtle manner.
_Market Level. With my brand specifically targeting the representation of males and mental health I wanted to ensure I target to the right age group. I researched a great deal into different generation and found that generation z is the group who suffer the most so naturally gravitated towards generation z being my chosen consumer group. In terms of market level, generation z consumer habits tend to have a strong brand to consumer relationship. Generation z are the consumer group who engulf streetwear, they value the exclusivity the brands hold as well as the value and resale that these brands have to offer. Gen Z’s purchasing power online is also evident in the rise of luxury items that have sold out after going viral on platforms with a large generation z user base, hence why I decided for my brand to target online consumers. I was aware that gen z’s consumerism is mainly online use nowadays, especially after the Covid-19 pandemic so wanted to market my brand accordingly as their consumer habits show that they have the tendency to go online. Many gen z consumers are value-based shoppers, which means they tend to shop with brands that align with their personal beliefs such as sustainability and brand messages, so in response to this I wanted to ensure that my campaign perfectly fit into gen z’s consumer beliefs.
04.
Do you think society inflicts the perception that males have to be deemed as the alpha or is it a conscioud decision?
_Targeting the Gen Z male Throughout my research it became clear to me the struggles men face but are too afraid to speak out as it is often considered a taboo subject, I wanted my brand to be as relatable as possible yet keeping it authentic. I dug a little deeper and decided primary research would be the best approach. I set aside some questions to ask males of generation Z. In their rawest forms they answered the questions that many males may be too afraid to ask. I kept this anonymous as I didn’t want them to feel pressurised into answering.
Annonymous “Society has grown into an age where we are constantly comparing and compared to others. As a male unless you are wearing the newest trend or working in a flashy job you are made to feel like you are not where you need to be. The word “Alpha” in itself is very derogative, what makes someone an Alpha? I think society has a huge part in how we look at ourselves in which subconsciously creates the conscious decision to continue to want to be the Alpha male”.
Would you say you feel pressurised by society or your peers to dress a certain way? “No, I don’t feel pressured at all by society or firends to dress in a specific way. We are living in an age where being yourself is admired, rather than forward upon”.
05.
_Gen Z Consumer Habits Gen Z is the most optimistic when it comes to both their online and in-store purrchases
Gen Z is
Gen Z is
50%
36%
more likely to want to shop for more fashion online compared to respondents from across all age groups.
more likely to want to shop for more fashionin store compared to respondents from across all age groups.
For my shoot, I knew I wanted the location to be at an abandoned church car park as it juxtaposes the clash between streetwear and a church. You wuldn’t stoereotypically consider tto mix the two concepts together but I wanted to blurr the lines between the two.
_The Shoot.
I also wanted to keep my content relevant and on brand, incorporating the sense of skate culture. I have successfully targeted my campaign to my chosen consumer group of generation z and transferred my skills which I hope yo carry through into the future. Originally, I had planned to have 3 different models for complete transparency but unfortunately due to the Covid-19 pandemic was only able to use one model. I was pleased with how my shoot turned out and was able to represent my brands message of acceptance and shining a new light on luxury streetwear. Located in Chester, I wanted to keep it local and low scale. I had to take into account restrictions and permission to shoot but luckily I didn’t need any.
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"KIND PEOPLE ARE MY KIND OF PEOPLE"
a mobile generation
_Online Digital Presence Gen Z The True Digital Natives
Gen Z spend on average 6.3 hours a day on social media
What do they do? 30% access social networks via a mobile phone 41% access internet via a mobile phone 17% watch tv on their mobile phone 37% play games on a mobile phone
They rarely use email it is too slow
_The Socials I will use Instagram as the main platform to promote my work as well as my message of acceptance that will outline my concept as I am aware of generation z’s strong online presence. I aim to promote a strong and positive message across my social platofrms and hope that my cponsumer can resonate and feel connected to it.
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_Overview.
My 360 campaign represents my brands message and the four concepts surrounding it and the aim of breaking the stigma surrounding male mental health and shining a new light on the luxury streetwear market through building a community of people sharing the same goal and putting an end to the stigma of people talking about male mental health. My main focus has been representing men in a positive way and educating my consumer on the issues males face within the industry with the aim of showing them that individuality is the way forward and the idea that being limited edition should be accepted in todays society. Nobody wants to be a clone of someone else shadow. My campaign accpets all race, classes, genders and backgrounds and shows complete transparency without. Through the implementation of colour and influences from various different designers I have pushed the boundaries of my work and hope my message projects its voice and carries on building a community and leaving a legacy within the luxury streetwear market :).
08.
GIVE BACK LOVE
GIVE BACK LOVE
_References. Brands, B. (2022). HYPEBEAST. Driving Culture Forward. Retrieved 25 May 2022, from https://hypebeast.com/tags/a-coldwall Nast, C. (2022). Gen Z shopping trends uncovered. Retrieved 25 May 2022, from https://www.voguebusiness.com/consumers/gen-zshopping-trends-uncovered-pay-pal (2022). Retrieved 25 May 2022, from https://www.ofcom.org. uk/__data/assets/pdf_file/0013/220414/online-nation-2021-report.pdf
_Image References. Give Love Back. (2022). Retrieved 25 May 2022, from http://lodownmagazine.com/pulse/give-love-back Best Style Releases This Week: Supreme x New York Yankees, Palace x Cannondale, Fear of God Essentials, and More. (2022). Retrieved 25 May 2022, from https://www.complex.com/style/ best-style-releases-supreme-new-york-yankees-palace-cannondale-fear-of-god-essentials/ Making streetwear inspired by working class Britain. (2022). Retrieved 25 May 2022, from https://www.dazeddigital.com/fashion/article/30454/1/a-cold-wall-is-streetwear-inspired-by-working-class-britain Everton Park Skatepark (Liverpool) - Guide to Everton Park Skatepark (Liverpool). (2022). Retrieved 25 May 2022, from https://www.skateparks.co.uk/merseyside/everton-parkskatepark/ Everton Park Skatepark (Liverpool) - Guide to Everton Park Skatepark (Liverpool). (2022). Retrieved 25 May 2022, from https://www.skateparks.co.uk/merseyside/everton-parkskatepark/ Smiley Face Graffiti Poster. (2022). Retrieved 25 May 2022, from https://rsdesignstudiolondon.com/products/smiley-facegraffiti-poster-urban-wall-art-retro-poster-wall-prints-graffiti-poster-smiley-face-poster-home-decor-gifts
AD6606 Hannah Soper
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