Unit 1
Technology
Iconic People
War
Influences Of Fashion
Working Women
Music
Film
Cultures
Milestones Women's rights
New Fabrics
Designers
1900-10 Skirts often had a train with a slim silhouette and any fullness in the skirt was below the knee. Buttons, lace insertions, small ruffles and tucks were popular forms of decoration. The tops half of dresses had high necks and loose fitted to mask any shape. However other garments also consisted of tight corsets.
1920-30 The 1920’s was an era where fashion abandoned the tight fitting garments of the past and moved into a more modern, simple shape which created a boyish figure. This was because ‘After WW1, the United States entered a prosperous era and, as a result of its role in the war, came out onto the world stage. Social customs and morals were relaxed in the optimism brought on by the end of the war and the booming of the stock market. Women were entering the workforce in record numbers.’ (Wikipedia, 2016)
Fashion Timeline
1940-50
The 1940’s was an interesting time for fashion as it saw to major changes in fashion within one decade. Utility style clothing was essential as women were at work more than ever before therefore clothing had to be practical. However towards the end of the 40’s Dior introduced his ‘New Look’. This style rebelled against the restrictions of the previous war with shapely dresses, nipped in at the waste and excessive amounts of fabric to create a full skirt. ‘The New Look is the brainchild of the ever fabulous Christian Dior and was part of a post-war attempt to revive France’s internationally acclaimed fashion industry.’ (Lady JoJo's, 2011)
1960-70 The early sixties reflected fashions of the 1950s with more conservative, classic designs whereas the late 1960s were quite the opposite. Bright bold colours, geometric prints and the shapes of garments had completely changed. Dresses had A-line structures with little shape to them, and hemlines rose to the shortest ever seen with the introduction of the mini skirt from Mary Quant. Early 70’s fashion was very flamboyant with bright bold colours, flared pants and platform shoes. However towards the end focus was directed more towards politics regarding women, and the hippie phase was left behind leading onto the 80’s.
1980-90 In the late 70’s, early 80’s Armani created the women's power suit at the same time Margret thatcher came into power, proving to the country that women do have important roles within society. This created a rise in power dressing for women who no longer wanted to dress for show but instead become career focused and taken seriously within their jobs. Casual wear consisted of track suits and the colour pallet much less exciting than previous years using colours such as brown, tan and orange. In the late 70’s, early 80’s Armani created the women's power suit at the same time Margret thatcher came into power, proving to the country that women do have important roles within society.
Sophisticated Heritage For The Modern Man : Burberry Task 1
Old, Something
Satchel
(Fashion, 2016)
Military style jacket
Trench Coat
Brogues
Wartime satchel
Men's suit
(Fashion, 2016) Burberry are known for their classic trench coat design, however it is not until you look back into history that you realize how much heritage the garment carries. The trench coats first major runway appearance was in fact WW1. Heavy greatcoats previously worn (long wool overcoats) proved unsuitable for the desperate conditions in the trenches. However, the lighter weight and shorter designs produced by Burberry and Aquascutum were much more suited to the needs of soldiers. In fact, the trench coat provided many useful benefits. An officer's rank was displayed by epaulettes , and a buttoned gum flap over the chest was designed to provide additional protection when in combat. D-rings on the belt also became extremely useful allowing the men to attach maps and any other equipment. The upper back area of the trench coat was a storm shield that enables water to run off the coat cleanly, keeping their under layers dry, providing at least some comfort.
‘Their subdued colour, too, played an important role. "It became imperative for soldiers to not stand out," says Ms Butchart, who is writing a book examining the links between military wear and fashion.’- (BBC News, 2016) However now, the classic Burberry trench coat is the choice of a sophisticated man which is why I have chosen the brand and design to focus on as the style also comes with a lot of heritage behind it. The style still remains since it was first designed by Burberry in 1879 and even transferred over to women's fashion. I think that this proves how much of a success the garment has been, this may be due to it being both practical and aesthetically pleasing. Many other high end and high street stores now carry many similar designs which will continue to stay in fashion as a staple item, similar to a pair of jeans or leather jacket.
60’s Fashion : Task 2
1960’s Timeline
1960 Although the 60’s era is known for its experimentati on with fashion, the early 60’s consisted of no revolutionary fashions with architecture and sculpture being the main inspiration.
1961 The ‘costume look’ was very popular with hair, make up, shoes and hats all being an important part of fashion, however the dresses were mostly very simplistic.
1962 Fashion became more form fitting with emphasis around the chest, belts were almost always worn with dresses and icons such as Audrey Hepburn were very popular.
1963
1964
Artificial looks were abandoned and natural looks were fashionable with the use of subtle colours such as nudes and browns.
There was worldwide controversy over nudity as plunging necklines were introduced by paris spring collections. Styles were very feminine.
1965
1966
Mondrian and pop art styles were extremely popular, this is the year that YSL brought out his Mondrian cocktail dress collection. A-line shapes were in style.
1967
London was the fashionable city rather than Paris for one of the first times and mod designers were taking advantage of the youth culture in England.
1968
Youth set the pace in fashion, with skirts higher than ever and major icons such as twiggy were massive inspiration.
1969 Women and men decided they no longer had to adhere to what designers where telling them to wear, but rather wear what they wanted, creating their own individual style.
Fashion towards the end of the 60’s became more figure flattering as people once again became body conscious after the years of shapeless garments.
1960’s Fashion ‘It’s almost like the 1950s bottled
everyone up so much that the late 1960s exploded like an old pressure cooker. Women were showing more skin than ever before’ - (Retrowaste.com, 2016)
1960’s fashion was
‘transformed by new ideas emerging from the London pop
scene. In Britain, musical taste and styles of dress were closely linked and it was the mod look which first popularised the simple geometric shapes typical of the 1960s. By the mid-sixties, the flared A-line was in style for dresses, skirts and coats. Slim fitting, brightly coloured garments were sold cheaply in boutiques all over 'Swinging London' and had tremendous influence throughout Europe and
’
the US - (Vam.ac.uk, 2016) As these article state, 60’s fashion was influenced by many factors such as pop music, youth culture, women being able to express themselves more freely and styles also taking inspiration from art. However this wave of fashion did not come through until the mid 1960’s as the conservative styles from the late 50’s remained.
Women being able to express themselves led to short skirts worn higher above the knee than ever. This led to women taking advantage of the extra leg room by wearing brightly coloured tights. High boots were also introduced as a fashionable way to cover up their legs. Bold, bright colours were fashionable as youth culture grew and so were A-line shapes to create a shapeless / boyish figure. These styles still remain with A-line mini skirts coming back into mainstream fashion today as they were such an iconic look. The rise of youth culture and freedon was created through pop music such as The Beatles and
‘
iconic figures such as twiggy. Fashion designers revolted against tradition in 1966. The thunder was first heard in England, where a youth rebellion resulted in massive profits for mod designers. Although the flames of fashion rebellion sparked in London in 1965, it spread like wildfire
’
in1966 - (Retrowaste.com, 2016)
1960’s Fashion
Mondrian Dress 1965
‘While mining one another’s inspirations is now par for the
course in the fashion and contemporary art worlds, Saint Laurent was among the first to tap the gallery for the runway. Sending out clothing inspired by Andy Warhol, Van Gogh and Georges Braque in the ’60s and ’70s, his 1965 Mondrian collection is the most enduring collaboration: containing six shift dresses in homage to Piet Mondrian, the colourful designs punctuated the modernist spirit of an entire generation -(Dazed, 2015)
.’
Overall I think that a typical 1960’s style could be summed up by one iconic dress in particular. The Mondrian dress was designed by Yves Saint Laurent in 1965 as part of his collection which consisted of 6 cocktail dresses inspired by the Dutch Abstract Impressionist, Piet Mondrian. This style of design is iconic to the 60’s with its primary colour blocks and A-Line shape. Although the design looks simplistic, YSL
‘also
demonstrated a feat of dressmaking, setting in each block of jersey, piecing in order to create the semblance of the Mondrian order and to accommodate the body imperceptibly by hiding all the shaping in the grid of seams.’(The Met’s Heilbrunn Timeline of Art History, 2016)
This shows how even though the designs were created to add some fun and flair into 60’s fashion, designers still took this period in fashion seriously which could possibly be why this era stands out so much in fashion history. This can be shown through designers still using similar shapes and designs today (as shown through the garment from boohoo.com above) although the colour pallet may change the basic style still remains. It also gave women a sense of femininity even though the clothing would appear to be shapeless.
Milestones in the 60’s relating to women Women’s Liberation Movement 1964: - Married Women's Property Act revision 25 March 1964: ‘[…] allowed women to be the legal owners of money they earned, and to inherit property. Prior to this Act, everything a woman owned or earned became her husband's property when she married. […] The 1964 revision allowed married women to keep half of any savings they'd made from the allowance paid to them by their husbands. This gave women a little more financial independence, but also provided official recognition that many women were still dependent on their husbands for their income in the first place.’ (The British Library, 2016)
Equal Opportunity & Lots of Jobs became vacant 1968: ‘In 1968, 850 women machinists at the Ford factory in Dagenham went on strike over equal pay. They disputed the classification of their work as unskilled - a label which seemed to justify them being paid less than their male colleagues’. (The British Library, 2016)
https://wordsbynicolefroio.files.wordpress.com/2013 /03/womens-liberation-1960s-1.jpg
‘the decade of free love and flower power […] Clothing wise, this decade was all about bright colours and bold patterns for both men and women’. (LoveToKnow, 2016) Twiggy’s fashion across the era are described as ‘brief, bare, and daring. (LoveToKnow, 2016) Twiggy, an extremely successful model in the '60s, was a trendsetter, a daring dresser, and an icon in her own right. Twiggy’s styles of a-line short shift dresses are some of the most bought outfits now especially in high street stores such as Zara.
60’s Fashion
ZARA A/W16
TWIGGY
Being known for her simplistic but beautifying looks Twiggy stunned the nation with her sleek bobbed hair cut, doll-like lashes and daring dark eye-makeup. A trend that has been continued into present day. ‘The Mini’: Outstandingly shocking for the time, the mini was all over magazine covers and in almost every advertising campaign in the late 60’s. "The Chelsea Look"(LoveToKnow, 2016) designed by Mary Quant became exclusively popular as it was modelled by Twiggy, the icon.
‘The Shift Dress’: Quite often Twiggy displayed herself in a simple shift dress, ‘sometimes with a button placket in the front, and other times with an exaggerated collar (either a spread collar or a turtleneck style). Colours included baby pink, sunshine yellow, white, and red, along with variations on plaids, checks, and stripes. As a general rule, she didn't choose fussy styles, instead allowing her legs to take centre stage’. (LoveToKnow, 2016) ‘Braless Styles’: In this era Twiggy was part of the movement that embraced a more liberated fashion sense for women. Bras were replaced by camisoles. Twiggy definitely supported the "less is more" campaign. ‘Loafers and Boots’: Knee-high boots lengthened the legs, drawing attention to the mini. Whilst loafers added a touch of boyish style to everyday looks. Key colours where: brown leather, white patent leather and leather substitutes, colorful styles were a nod to more prismatic designs. ‘Matching bags were worn in funkier designs, but as a general rule, they were not used as a conventionally matching accessory as they had been in the past. Fringe was added to oversized bags in the late '60s as the hippie look was further popularized.’ (LoveToKnow, 2016)
THE FACE OF ‘66
‘It
was the era of the girl group, the gamine supermodel’ (Marieclaire.co.uk, 2016)
Twiggy being one of the most followed icons of the fashion world in the 60’s meant that she globally changed the style of women all over.
TWIGGY:‘THE FACE OF 66’ (LoveToKnow, 2016)
‘Twiggy became the idol for millions of teenage girls of the sixties revolution’ (Twiggylawson.co.uk, 2016)
Twiggy’s doll like look with large eyes and extravagant lashes with short bobbed hair was created by the popular Mary Quant.
An attribute to the Fashion World‘In 1967 Twiggy made a promotional trip to New York. Whilst in Twiggy’s appealing look ‘truly changed the modelling world’ the US, Bert Stern made three documentaries about her visit (Marieclaire.co.uk, 2016) by introducing women to a different 'Twiggy In New York', 'Twiggy In Hollywood' and 'Twiggy, Why?' figure- one that was stylish but also boyish and straight. The 50’s for the ABC network. Legendary songwriters Leiber & Stoller even raved about Marilyn Monroe’s curves, whereas Twiggy calculated penned the theme song for the documentaries 'I'll Remember a huge change and being twig-thin was the new in. You - Twiggy'. (Twiggylawson.co.uk, 2016) Twiggy’s petite frame and ‘lack of curves made waves throughout the fashion industry. Even 40 years later, many models strive to be as thin and waif-like as Twiggy’. (Marieclaire.co.uk, 2016) Twiggy's instant celebrity status brought enduring changes to the modelling and fashion industry. By allowed her name to be used on a line of clothing, accessories, cosmetics and even dolls, she became a global business; which- for a model at the time, was revolutionary. Her impact in the era didn't stop there. Twiggy charged an outstanding hourly rate of around $240. In the 50s, top models such as Suzy Parker made about $40 an hour. By the late 1990s up to present day, top models receive millions in a single year.
The Influence of Fashion from the 60’s today
http://images.asos.com/inv/me dia/0/8/7/5/2185780/coral/ima ge1xxl.jpg
Leading online high street store Asos is just one example of how the 60’s colour block mini is still popular in today’s modern fashions. Paired with simple tops and platform heeled sandals Twiggy’s invention of the mini has gone more than a long way.
http://images.asosmedia.com/inv/media/3/9/3/4/ 6974393/image4xl.jpg
One of Twiggy’s ultimate fashion concepts was the ribbed turtle neck knit with an exaggerated collar, paired with a plain mini and plain hair. The image to the right of off Asos’ ‘Best seller’ Trend article from Autumn 16. Showing that fashion from the 60’s has became a timeless classic collection for everyday wear. Asos have paired the outfit with a black heeled boot and left the legs bare- a trend that was popular in the 60’s. Style wasn’t just (and still isn’t) about clothing. Hair, make-up and minimal accessories were everything about Twiggy and that effect has carried on to current trends. Twiggy’s doll faced ‘lashy look’ is still as popular as ever with current trends. Queen B posted the picture of her new pixie cut and everyone raved about it.
http://images.asos.com/inv/media/9/ 5/2/9/1929259/green/image1xxl.jpg
Floppy hats have been a timeless classic back from the 60’s and have stayed strong in our high street and catwalks ever since. These types of looks created from the 60’s gave women a different type of personality and a way of dressing themselves of how they wanted.
It's hard to discribe a distinct Winklepickers (also known as shoe look for the winkle pickers) were sharp 60’s. Conservative women stuck shoes, quite literally, with a with the stiletto but slip on shoes pointed toe. Winkle pickers with clunky heels were also were popular mainstream popular to wear with pants. Of fashion for young men in the course, there were boots to go early 60s. The pointed toe along with the mini skirt. First was also fashionable for they were loose plastic or plain young ladies' shoes, which were also known as winkle leather but eventfully they pickers . morphed into clinging treated (Vintagefashionguild.org, textiles. Go-go boots were the 2016) must have and came in every different height imaginable.
Influence from 60s today SHOES It's hard to discribe a distinct shoe look for the 60’s. Conservative women stuck with the stiletto but slip on shoes with clunky heels were also popular to wear with pants. Of course, there were boots to go along with the mini skirt. First they were loose plastic or plain leather but eventfully they morphed into clinging treated textiles. Go-go boots were the must have and came in every different height imaginable.
Winklepickers (also known as winkle pickers) were sharp shoes, quite literally, with a pointed toe. Winkle pickers were popular mainstream fashion for young men in the early 60s. The pointed toe was also fashionable for young ladies' shoes, which were also known as winkle pickers . (Vintagefashionguild.org, 2016)
The swinging 60s were the Golden Age of freedoms, with so much happening in music, politics, society, morals . Young people refused to be/look/act/think as their parents did. Young let the old. We can still see it all in todays fashion . Leading designers like Micheal Kors , Louis Vuitton, Marc Jacobs in their collection in 2013 brought us back to the fresh , young colourful fashion trends from 60s: -A-line dresses -Kitten heels -Pointed toes. Which we can find in leading high street shops like Asos, New Look , Top Shop . One of the main shoe styles is the Chelsea boots (wet look) which was brought to us by Mary Quant . Another style also brought by Mary is the A line shaped skirt which just recently arrived in high street shops like River Island . B ig fashion trends for men are: Denim shirt, Winklepickers boots , and which I personally think main one is theTrench Coat designed by Lord John. Now found in a big fashion houses like Burberry . Looking at the whole 60s we can see how dramatically fashion been changing just during those 10 years , and how it was sheped by historical events.
Moderchrome S/S : TASK 4
Moderchrome S/S : TASK 4
Inspiration- Mary Quant Gender- Womens Target Market- 18-25
Boxy Orange top
A-line black and white colour block dress Yellow and black colour block top
A-line black and orange striped skirt
Pink strappy heels
Yellow and black colour block mini skirt
Pink bag
Moderchrome Mini Collection S/S
‘Mary Quant opened her first shop 'Bazaar' on the King's Road in
London's Chelsea in 1955. Her clothes were not cheap but their design reflected the rise of youth culture and the desire for unfussy, easy-towear garments. Mary Quant is often said to have invented the miniskirt, but like a few other designers she did not so much invent it but rather interpreted the mood of the times and turned it into fashion.
’
I have decided to base my mini collection on the concept of Mary Quants designs in the 1960’s. I have chosen to do this due to the major role she played in shaping the iconic fashions of the era. Mary Quant designed the mini skirt which shocked society as skirts had never been worn so high and now, in 2016 is simply just a staple garment in most young women's wardrobe. She used bright bold colours in reflection of the 60’s youth culture, however also designed many monochrome styles. It is this monochrome colour pallet I have focused on when choosing items for my mini collection as I feel they are more fitting for my target market. From my moodboard I decided to focus on the distinction between the monochrome styles and colourful designs both by Mary Quant as for me, the monochrome designs were typically 60’s and also more mature and chic than the bold bright childish looking items. Therefore I decided to merge the two types of design, however not with a single garment so that the customer can mix and match the garments in the range to create their own unique style. I have done this so that the consumer is able to select their own look, whether they want a fully monochrome mature style or whether they want a colourful outfit.
(Portfolios.scad.edu, 2016)
I decided to add the blocks of colour into the monochrome colour scheme after conducting some research into Spring / Summer 2017 trends and discovering that bold block coloured outfits are going to be in fashion. Even though I am using the inspiration of past designs I still want my collection to be up to date with modern times, hence the name of the collection ‘moderchrome’ to create modern 60’s inspired garments.
Market Research, Comparative Shopping : Task 5
E-Commerce Product
Era
ASOS Pleated Off The Shoulder Dress 100% Polyester £48.00
Missguided Shorts 100% Polyester £18.99
Boohoo Khaki dress 95% Viscose, 5% Elastane. £15.00
Links and relationship between product & era
70’s
70’s
70’s
I have linked this bright pink pleated off the shoulder dress to the 70’s due to its colour and shape. This garment drapes very well over the body creating an almost shapeless style, however it also includes a belt, which most 70’s outfits included. The shapelessness gives the garment a ‘boho’ look and the bright pink colour fits in with the psychedelic 70’s theme.
These shorts from missguided link to the 70’s due to their high waisted shape and furthermore they have black piping around the edges in a similar fashion to those shown in the photograph of the 1970’s shorts. However the missguided garment have a more modern feel to them with the use of classic colours camel and black.
This khaki dress from Boohoo relates to the 70’s era because of its shape, being loosely fitted with a waistband. However its colour is not typically 70’s but currently in fashion therefore the 70’s boho style has been revived through the use of on trend colours to appeal to the modern customer.
High Street Product
Era
Topshop Off The Shoulder ALine Dress 50% Cotton, 45% Polyester, 5% £59.00
Topshop Khaki Bomber Jacket 100% Polyester £55.00
Zara Blazer 65% polyester, 33% viscose, 2% elastane £69.99
Links and relationship between product & era
50’s
90’s
80’s
I think that the two garments shown here have clear links due to the shape and colour being extremely similar. This Topshop dress is reminiscent of the 1950’s ‘New Look’ created by Dior with a classic ALine shape, synched in at the waist and slightly off the shoulder look.
I have linked this Khaki bomber jacket from Topshop to the 90’s as they were extremely popular during this decade, however with much brighter colours. This topshop jacket is an example of how a style can be modernised through the use of on trend colours.
I think that this Zara blazer links to the 80’s era due to the power suits which came out at this time designed by Ralph Lauren and Armani. This was due to women becoming more equal to men in the workplace and Margret Thatcher being the main inspiration as a powerful woman. However in the modern world, it is common that women have to smartly dress for their job role.
High Street Product
Era
River Island ALine Mini Skirt 13% Elastane, 87% Polyester £32.00
H&M lace up blouse Viscose 66%; Polyester 34% £7.99
Zara Mom Jeans 100% cotton £25.99
Links and relationship between product & era
60’s
I have linked this River Island skirt to the 1960’s mostly due to its shape. The mini skirt was introduced to the world for the first time in 1960 and has remained ever since.
60’s
I have linked the cross over lace up blouse to the 60’s because this is when Yves Saint Laurent released the iconic safari jacket which also included a low cut top with a lace up detail.
90’s
These ‘mom’ jeans from Zara have a link to the 90’s as this high waisted style of jean was extremely popular and is now making a comeback providing a retro look and steering away from skinny jeans.
High Street Product H&M ruffle maxi dress 100% Polyester £79.99
New Look 95% Polyester, 5% Elastane £25.99
Miss Selfridge Silver Maxi Dress 100% Polyester. £49.00
Era
Links and relationship between product & era
30’s
90’s
This H&M dress is very similar to the image of the garment from the 30’s due to its feminine style with elegant ruffles creating shape and maxi length.
I have linked this garment together due to its pattern and shape. Tartan was a very popular design in the 90’s due to the grunge trend. Dungarees and pinafores in similar shapes to this garment were also very popular.
I think that this Miss Selfridge maxi dress links to 30’s fashion well due to its elegance, shape and simplicity.
30’s
High Street Product
Era Pull & Bear pleated midi skirt 67% polyester, 33% viscose £15.99
All Saints Denim patchwork dress 100% Cotton
Links and relationship between product & era I have linked these garments due to the pleated midi skirt being an iconic 50’s garment, however this pull and bear skirt is slightly more modern with a slimmer shape rather than an A-line silhouette.
50’s
Denim was a huge fashion trend in the 90’s, not only with jeans but other garments such as dresses, dungarees and jackets. 90’s
£98.00
Leather jackets were also part of 90’s grunge fashion.
New Look 100% Polyurethane. £39.99
90’s
High End Product
Era Vivienne Westwood Scarf £70
Links and relationship between product & era
50’s
Neck scarfs were a very popular accessory in the 50’s, usually with a matching colour or pattern to the outfit worn.
Pure crepe de chine silk 100% Silk
This Ralph Lauren dress reminded me of the 20’s due to its simple shape and colour, similar to a flapper girl outfit.
Ralph Lauren dress £345.00 Silk A-line dress with gold chain straps Shell: 100% silk. Lining: 100% polyester.
20’s
Biker jackets are very 90’s grunge influenced. Calvin Klein Leather Biker Jacket 100% leather (sheep) £260.00
90’s
Catwalk Trends :Task 6
Denim : Spring/Summer 17 Carolina Herrera
Emilia Wickstead
Vetements
Indigo Trend : S/S 17
Lacoste Victoria Beckham Jason Wu
Prabal Gurung
Dion Lee
Denim S/S ‘17 : Through researching upcoming trends, I came
across a trend forecast for spring / summer 2017 which said that denim would most definitely be making a comeback. From this information I decided to research further into the fashion and find 3 designers who have incorporated the material into their s/s 17 collections. One of the main designers I came across was Carolina Herrera. She has used denim in an unconventional manner creating evening wear from the fabric. Denim is usually used for garments which have to be durable such as jeans or jackets which can be worn everyday. However these designers have chosen the fabric purely for its appearance to give a vintage look to a modern style. All of the images incorporated in this mood board I selected due to the garments having very different styles and shapes to them. I decided to do this to show how the one fabric can be used in many different ways to suit individual styles and therefore why it is deemed to be a future fashion success. I also saw a link to the 90’s through this denim theme as it was a very popular fabric used on many different items of clothing for both men and women, shown through the image of Justin Timberlake and Britney Spears wearing outfits entirely made from denim. Further research into the denim trend led me to find that as the season progresses the introduction of ‘denim illusion’ will change how designers have previously viewed denim. This is because imitation denim will replace the original fabric so that elaborate designs such as those shown above will be more practical and lightweight. Furthermore even the light blue colour of denim will become the colour scheme for non denim items, such as leather jackets.
Indigo S/S ‘17 : Whilst researching S/S 2017 trends
one which stood out to me was that Indigo, primarily would be an extremely popular colour for women's clothing. These images from various designers such as Lacoste and Victoria Beckham reminded me of the Chanel Little Black Dress concept. This is due to all of the designs being quite similar in shape with mostly midi/maxi length skirts and nothing too over the top, but simple shapes.
I decided to link the two concepts due to the attention surrounding the LBD in the 20’s as every woman owned a simple, staple black dress. This is still the case today and I think that as fashion becomes more conscious of the environment and new focus on minimalism, I believe women are training their wardrobe on quality rather than quantity therefore staple items such as these are going to be very popular and therefore overall, I think that the indigo trend will mirror the little black dress in the way that it will be an essential spring summer essential for the upcoming year.
High Street Trends :Task 6
Topshop Unique A/W 16/17
80’s
Zara A/W 16/17
60’s
Mini Collection Inspired by Denim Catwalk : Task 6a
Mini Collection Inspired by Denim Catwalk : Task 6a
For my mini collection inspired by the denim catwalk, I have chosen items which are wearable, but perhaps out of the norm and a twist on denim garments. For example the flared cropped jeans and the peplum details on the dress. I decided to add these garments to the collection as from the catwalk images I noticed that the s/s 17 trend will include ruffles and shape given to the denim, not usually done as it is a heavy material. I have chosen pieces which could work together and also be bought separately which is why I have included one of every main item eg, dress, skirt, trousers and top.
Artefact : Task 7
African Tribal Mask Artefact https://en.wikipedia.org/wiki/Traditional_African_masks
‘masks usually have a spiritual and religious meaning and they are used in ritual dances and social and
religious events’ ‘African masks come in all different colours, there is red, black, orange, and brown’ ‘Animals are common subjects in African masks’ ‘Another common subject of African masks is a woman's face, usually based on a specific culture's ideal of feminine beauty’ ‘The most commonly used material for masks is wood, although a wide variety of other elements can be used, including light stone such as steatite, metals such as copper or bronze, different types of fabric, pottery, and more. Some masks are painted (for example using ochre or other natural colorants). A wide array of ornamental items can be applied to the mask surface; example include animal hair, horns, or teeth, sea shells, seeds, straws, egg shell, and feathers. For example, animal hair or straws are often used for a mask's hair or beard.’ (Wikipedia, 2016)
Through researching African tribal masks I have learnt a lot about their significance and design. The masks are used in social and religious events therefore some of the garments inspired by the mask could be for special occasions. The masks can be based on feminine beauty and therefore think that a moodboard inspired by the African tribal mask would be best suited to women's fashion in particular. There are a variety of materials which tribal masks are often made from and therefore I would like to incorporate more than one into the moodboard, especially as visually the mask I have chosen to use has different textures to it creating interest. For example the feathers give a soft appearance whilst the material on the face of the mask has a coarse appearance. The mask is also highly decorative and therefore I would like to show this through the use of embellishment on garments and accessories with the use of beads, pompoms, feathers, tassels and embroidery to further portray African culture and fashion. This will also be done through the colour pallet I have researched into and will be using mostly oranges, reds and yellow with contrasting decoration in blue, green and perhaps incorporate the use of copper/bronze metals as from my research u have noticed African fashion is hugely based on decoration and jewellery. The mask is structured and includes simple shapes for decoration therefore I think that the garments should reflect this in their construction and also fabrics used. The mask has cut out holes for the eyes and mouth therefore I would also like to incorporate cut out designs in my moodboard to strengthen the link between the concept and my developed moodboard.
African Tribal Mask Artefact Mask: Zambia, Artist Unknown. Late 19th century made from glass beads, feathers and cloth.
Faith Kabende -first Zambian Designer to showcase in London 2013.
Evaluation
Overall, I am happy with the outcome of my African tribal mask inspired moodboard as I think that on the whole it reflects the concept well. I have provided a range of colours and patterns which I believe are appropriate in relation to the initial image of the artefact. I have done this through using images containing the bold colours featured in the mask and also provided a colour pallet to highlight the main colours which I think work together well and support the theme. Furthermore, I have attempted to recreate the range of textures I initially noted from the mask. For example, the softer texture of the feathers through soft embellishments such as the pompoms, tassels and flared skirt, whilst also keeping the harsher, more structured look through the beaded and metal necklaces and also the structured shape of the garments (structured maxi dress). In addition to how I have used the structure of the mask as inspiration, I have also used the idea of cut out garments to represent the eye and mouth cut outs of the mask.
I have also gone beyond the aesthetics of the mask and used the cultural inspiration to form my mood board to inspire the type of fashion. I have chosen to do women's clothing due to the fact that some of these historical masks are reflective of women's beauty and furthermore decided to base it around special occasion wear as these masks were used for special events and therefore I think overall my mood bard reflects this artefact very well.
Culture : Task 8
India
Layered Clothing
Detailed and Intricate Patterns
Heavily Embellished
Ancient Clothing Design Tradition Hand Block Printing Embroidery
Fashion blogging Bold Colours
Sari
Bright Colours Very Feminine
Hand Crafted Sequin Work
Bollywood (Hindi cinema)
1990, economic liberalisation of the Indian economy
Moodboard Traditional Sari
Intricate Henna Design Traditional Weaving
Bollywood
Marchesca S/S 13
Research ‘India is a country with an ancient clothing design tradition, yet an emerging fashion industry. Though a handful of
designers existed prior to the 1980s, the late 80s and the 1990s saw a spurt of growth. This was the result of increasing exposure to global fashion and the economic boom after the economic liberalisation of the Indian economy in 1990. The following decades firmly established fashion as an industry, across India’ (Wikipedia, 2016)
‘A variety of weaving techniques were employed in ancient India, many of which survive to the present day. Silk and cotton
were woven into various designs and motifs, each region developing its distinct style and technique. Famous among these weaving styles were the Jamdani, Kasika vastra of Varanasi, butidar and the Ilkal saree.Brocades of silk were woven with gold and silver threads and were deeply influenced by Persian designs. The Mughals played a vital role in the enhancement of the art, and the paisley and Latifa Buti are fine examples of Mughal influence’ (Wikipedia, 2016)
‘I
ndian culture represented prudence and struggle. The culture of India is an amalgamation of assorted sub-cultures spread
all over the country and aged traditions. Varied people, religions, climate, languages, customs, and traditions differ from one place to the other within the country. It is an abode of religious gurus, yogic preceptors, colorful festivals, age old art forms in music, dance, architecture and distinct geographic attributes.’ (Indiaonline.in, 2016)
‘Babur, the first Mughal emperor of India (reigned 1526-30), was a great lover of plants and organised the building of many beautiful gardens in his new territories. His love of flowers was shared by later generations of Mughal emperors, particularly Jahangir (reigned 1605-27) who asked his artist Mansur to paint over 100 spring flowers. The naturistically treated flowers painted by Mansur and other artists for Jahangir became more stylised under Shah Jahan and evolved into a widely used decorative motif.’ (Vam.ac.uk, 2016)
Cultural Influences On Fashion
‘elaborate threadwork, sari draping, fringe. Lots of fringe. India also provided
them an eloquent palette, loveliest in looks of chartreuse, peacock, bordeaux, or eggplant tones tipped with gold.’ (Vogue.com, 2016)
‘Georgina Chapman and Keren Craig put an awe-inspiring artisan spin on
Marchesa’s signature show-stopping gowns for the Spring 2013 RTW collection. We love how Marchesa stays true to the saree silhouette in a lot of these looks, showing that the classic Indian style is more than ready for the Western runway. But what really sets Spring 2013 RTW apart from other Marchesa collections is the flawless handcrafted elements on these gowns. Bold brocade, elegant embroidery and stunning sequin work are the hallmarks of Indian fashion, and Marchesa knocked these techniques out of the park.’ (The Luxe Report, 2012)
trends is the traditional methods of India has a very diverse and vibrant Indian fashion was very popular on creating garments and the influences culture created through different the Spring/Summer 2013 runways which inspire the designs. From my regions embracing their own with designers such as Sachin + Babi, research I have discovered just what traditions which has created a wealth Naeem Khan and Marchesca all some of these influences were. Early of techniques inspiring fashion. For channelling Indian culture through Emperors in India had a huge example, sequin work, beading, art their designs. However fashion has influence on the patterns which influences and even different regions run through Indian culture since became popular as some of them had a creating their own embroidery ancient times, with the first recorded particular interest in art derived by techniques. These design techniques history of clothing going back to the nature. This therefore led to floral have influenced fashion massively 5th millennium BC where cotton was designs becoming extremely popular with designer brands such as and as it was inspired by Emperors Marchesca using them on in their spun, woven and dyed. they became very extravagant and designs incorporating detailed The biggest influence from Indian embroidery, sequin/beading work and Culture on past and current fashion intricate. Furthermore, as the articles suggest, brocade fabric. (fabric with silver or
gold threads) Modern Indian culture has spun from the westernisation of the country and also the impact of media such as Bollywood film, t.v shows and also the introduction of the internet as fashion bloggers allow different fashions from across the globe to be shared, this helps to inspire what people wear that they may otherwise not typically deem fashionable. This overall creates a diverse range of fashions all over the world.
Inuit
Layering
Snow Practicality
Handmade
Animal Skin Travelling
Fur
Oversized Hoods
Boxy Shape
Comfortable Warm
Goldie Hawn attending film awards in Amsterdam.
Moodboard
Oversised Fur Hood
Boxy Shape
All fur outfits
The Mugler Fall 2012
Research
‘
The Inuit people originally lived along the northern Alaska coast, eventually migrating to other areas around the North Pole, including Canada, Siberia and Greenland.’ (Peopleof.oureverydaylife.com, 2016)
‘
Warm Anoraks and Pants
The Inuit people relied on anoraks -- knee-length outer garments much like parkas -- to keep them warm. Although anoraks and pants were sometimes made from the skin of polar bears, fox or wolves, they were usually constructed of caribou skin because the short, hollow hairs of the animal made warm, lightweight garments. The thickness of a caribou pelt depends on the season, which allowed the Inuit people to make anoraks suitable for every time of year. Women's anoraks had apron-like flaps in front and back, as well as a baby pouch called an amaut, which kept an infant next to his mother's skin. The roomy shoulders of men's anoraks allowed freedom of motion for hunting. Garments made of waterproof sealskin were often worn during warmer weather. Double Layers for Warmth Often Inuit's dressed in layers. One garment, with the fur facing the skin, was covered by an anorak with the fur facing outward. Although the women usually wore pants made of only one layer, men's pants consisted of two layers to keep them warm on long hunting expeditions. Pants and anoraks with single layers were sufficient during warmer weather. Inuit Headwear Anorak hoods were finished with wolf or wolverine fur, which protected the wearer's face from snow and ice. During the summer, Inuit people often wore waterproof hats made from sealskin. For special events, Inuits decorated their headwear with beads, animal teeth and claws or other items such as ermine skin or loon skin with the bird's beak intact. Warm Hands and Feet Inuit people wore fur or sealskin mittens with thumbholes, trimmed in caribou belly fur. Footwear could be up to five layers depending on the season. Basic footwear consisted of a thin animal skin liner worn much like a stocking, a fur boot and a waterproof outer covering. Waterproof sealskin boots were worn throughout the year. A layer of dried moss and grass placed in the sole of the footwear helped absorb perspiration.’ (Peopleof.oureverydaylife.com, 2016)
Cultural Influences On Fashion ‘Designer Giambattista Valli challenged cold winter weather with his luxurious and fur-clad Moncler Gamme Rouge Fall/Winter 2013 collection. Taking inspiration from traditional Eskimo attire, this runway show featured animal skin coats, fur-trimmed jackets and the label's signature weather-proof outerwear staples.’ (TrendHunter.com, 2016)
has been done for many years. Other As Inuit people make their clothing by are against the use of real animal fur branches of Intuit communities wear hand using needles made from whale and so the use of faux fur is becoming shop bought clothing, however bone therefore creating shape and style more popular. Although, factors traditionally everything they own has in garments is not easily achieved. influenced by the Inuit people such as been hand made. It is this tradition I However modern day parkas and other the oversized shape come from their wanted to focus on as it has been the coats which take inspiration from the hunting culture as men's clothing inspiration for many winter fashion Inuit are much more stylish and use a needed to be comfortable and flexible. places such as Siberia and Canada. This garments for a range of designers. As variety of materials. Just like the Inuit Overall, I think that the Inuit culture means that the Inuit community shown above, Giambattista Valli’s community use seal skin to create a has influenced modern fashion experience freezing conditions Moncler Gamme Rouge fall/winter 13 waterproof coat, in modern times positively as a large winter coat with throughout the majority of the year collection was hugely inspired by Inuit/ waterproof finishes can simply be fur, whether it be real or fake, is a therefore clothing has to be very Eskimo culture using a range of fur laminated onto fabrics. winter essential in many peoples insulating to keep them warm, this and animal skins to create the It is clear to see how the Inuit culture wardrobe. leads them to making clothing from oversized and warm coat with large has influenced fashion today through animal skins as this is on the whole, the hoods and boxy shape shown in shapes and styles of garments, although only resource available to them and genuine intuit clothing. many designers in the modern world From my research I have learnt that Inuit people are nomadic, this means that they do not have a permanent home and therefore are constantly on the move, this means that clothing has to be practical. Furthermore, Inuit, sometimes known as ‘Eskimos’ inhabit
Glam Rock
Outrageous Hair, Make-up and Clothes Musical sub-genre
‘Scene’
80’s
Dark Colours Kiss
Poison
Dramatic Look
Rock & Roll Aerosmith Skinny, Tight Fit Clothing
Metallic David Bowie
Animal Print Printed T-shirts
Androgyny
Moodboard Fur Jacket Black Tights and skirt Influences of Glam Rock
Printed TShirt Leather Trousers Low cut, tight jumpsuit
Leather Jacket With fringing
Common fabrics/colours
Sequin Trousers
Research
‘
Glam rock is a
style of rock and pop music that developed in the United Kingdom in the early 1970s which was performed by singers and musicians who wore outrageous clothes, makeup, and hairstyles, particularly platformsoled boots and glitter. The flamboyant costumes and visual styles of glam performers were often camp or androgynous, and have been connected with new views of gender roles’ (Wikipedia, 2016)
‘
Unlike goth and
punk styles, metal and rock has a wider variety of styles to offer, evolving
each year. It combines glam metal, punk rock and gothic rock, Its fashion influences can still be seen on streets worn by both young and older generation who share the same love for the rock and metal bands of the 80’s to early 90’s. David Bowie started incorporating eccentricity into his wardrobe and wore glittery makeup for his performances. His Ziggy Stardust persona gave birth to glitter rock and androgyny. Futuristic makeup and shiny clothes thus became a trend. Glam rock is a fusion of pop and rock. Glittery boots, striped patterns, and eccentric clothes became a trend through music makers like the New York Dolls, Sweet
and more followed suit.
Music and fashion has evolved through the years with new artists emerging and developing their own identity and signature styles while still paying homage and taking inspiration from the early musicians and trendsetters. Lady Gaga once said that her fashion inspiration is none other than David Bowie. She added a twist to her style with some kind of disco inspired looks, and a typical club kid sense in fashion. Black Veil Brides, an American rock group, added punk and edge to their style by having long hair and wearing black makeup, body paint and tight studded clothing.
Recent bands inspired by KISS, Motley Crue and the glam metal acts of the ‘80s are the German rock band, Tokio Hotel. With his long hair, feminine features and good taste in clothing mostly inspired by Bowie, Bill Kaulitz of Toky Hotel has rocked the glam rock look with his smokey eyes and painted nails. Steel Panther are an American heavy metal band from Los Angeles California and are known for their dirty yet humorous songs and crazy stage personas. Up to this date, the quartet still carry the look, lifestyle and glam of 1980’s bands. (RebelsMarket Blog, 2016)
Cultural Influences On Fashion
‘To the sounds of the Sex Pistols…
They wore biker jackets studded and safety pinned to the hilt; tight, bleached jeans or shredded cut-offs; and holey T-shirts to match their torn fishnet stockings… brocade pantsuits and gold leather mullet gowns.’ (Vogue.com, 2016)
‘His rock 'n' roll approach to fashion has become a cult among the rich and titled young who think nothing of paying £2,000 or £3,000 for a pair of embellished jeans.’ (Fashion.telegraph.co.uk, 2016)
Through researching the culture of distinction between male and female Glam Rock, I have learnt that the fashions became blurred. Men were fashions of the late 70s and 80’s still wearing nail polish, growing their hair continue to appear in fashion trends long, wearing make-up and today. With main inspiration coming furthermore dressing in tight, from musical influences such as David revealing clothing. This can still be Bowie, Kiss and Led Zeppelin with their seen in fashion today with men outrageous, unique and iconic looks it wearing skinny jeans, even if male is no surprise that their style has fashion is no longer as outrageous it is influenced fashion in such a huge way. clear to see how glam rock has David Bowie’s ‘Ziggy Stardust’ persona influenced fashion overall with leather, introduced androgyny and glitter rock fur and glitter continuing to be to the world (a branch of glam rock). incorporated into fashion today. This androgynous look meant that the Furthermore, from conducting
research into glam rock I have found that branches of the fashion are still emerging with modern day musicians such as Lady Gaga taking inspiration from past artists, especially David Bowie. This shows how much of an influence glam rock and glitter rock has has on modern fashion as it can be clearly seen from artists in the 80’s, through to current artists and even on the runway and in street style. This Balmain catwalk was for S/S 2011 and shows how the glam rock style is still very much current, only perhaps
in a less concentrated manner. The runway displayed tight fitting jumpsuits with plunging necklines; metallic and black theme, not too far removed from the outfits of Kiss. Overall, Glam Rock has influenced fashion hugely over the years as it still remains to show through in trends today with celebrities constantly adapting their own forms and inspiring both catwalk and street fashions with both old and young embracing the style through past and modern musicians adopting the fashion.
Glam Rock A/W 17 Concept Board
Glam Rock A/W 17 Mini Collection
Target MarketWomen age 18-25
RRP - £45 RRP - £35 RRP - £50 RRP - £25 RRP - £40 I chose these ripped skinny jeans as their shape are reflective of glam rock, as are the sequins, however the ripped jean trend is currently very fashionable.
I decided to use this sleeveless top as black printed tops were very fashionable as part of glam rock, and this particular one has gold sequins in the shape of a lightning bolt which is representative of David Bowies ‘Ziggy Stardust’ persona.
This leopard print fur coat fits perfectly into a glam rock collection as the pattern was extremely popular in the 80’s and has continued to be fashionable. Fur was also a popular fabric used to create glam rock styles.
I have chosen to incorporate this black strappy playsuit into my collection as I saw a number of jumpsuits when researching glam rock, however the style also embraced showing skin. Furthermore playsuits are a popular style in todays fashion therefore perhaps more on trend and more likely to appeal to the target market.
These boots fit in well with the glam rock collection as from my research I learnt that heeled and platform boots were a huge part of the fashion. However these are not forecasted to be an A/W trend, whereas heeled ankle boots are. Therefore I have chosen to use this shape, but incorporate the leopard print design with black patent leather to give the ultimarte glam rock feel.
The Influence of Drugs on Society: The Psychedelic Era: Task 9
The Influence of Drugs throughout the 1960s: The Psychedelic Era
‘Psychedelia is a name given to the subculture of people, originating in the 1960s, who often use psychedelic drugs such as LSD, mescaline and peyote. The term is also used to describe a style of psychedelic artwork and psychedelic music. Psychedelic art and music typically try to recreate or reflect the experience of altered consciousness. Psychedelic art uses highly distorted and surreal visuals, bright colors and full spectrums (Wikipedia, 2016)
(Richards, 2013)
Past Psychedelic Fashion
Loose Fitting
Bold Prints
Bright Colours
Psychedelic Influences Today (WGSN, 2016)
Influences on Fashion Today
https://www.youtube.com/watch?v=Ewe_FqAT8cQ
Victoria's Secret Fashion Show 2015 "Boho Psychedelic"
‘The psychedelic tsunami is building. After Valentino and Dries van Noten’s celebration of the psychonaut, Anna Sui
turned on and tuned in with a collection she called Pop-sydelic. Fashion is the new acid, and Sui dressed for a nice, long trip. Her own eye for detail cried out for the lengthily contemplative response that only a lysergically altered state could give it. Thus forearmed, you could lose yourself for hours in Jamie Bochert’s opening outfit, every square inch of every layer richly patterned, sumptuously coloured. Her catwalk companion, a Syd Barrett lookey-likey named Justin, was scarcely less resplendent. Always obsessive about research, Sui wove together a complex web of references from the Sixties — artists, musicians, designers, scene-makers – which gave her designs a substance beyond her own imaginings. (The Business of Fashion, 2016)
Sabine Ducasse :: Melting Pot Collection
The Camilla SS12/13
From this article it is clear that the psychedelic 60’s period influenced by drugs still inspires designers today. Anna Sui’s A/W 16 collection presents a ‘complex web of references form the Sixties’. Taking inspiration from artists and musicians as I have previously mentioned as huge influences of psychedelic fashion through shapes and colours used, furthermore the free spirit vibe influenced the shape and styles of garments being very loose and long.
Anna Sui Autumn 16
Evaluation I initially looked into the effects of drugs during the psychedelic 60’s era and how society reacted to this period in time. I started my research with a basic understanding of ‘Psychedelia’ however, I now understand that the use of drugs in the 60’s influenced many things in society from music, to art and fashion. The introduction of drugs such as LSD meant that artists and musicians were working under the influence of the psychedelic drug, known for its psychological effects. This created an array of art consisting of bright bold colours, confused shapes and symbols as the drug would create a false reality, meaning highly distorted visuals became the norm to look at. Society became much more relaxed than it had ever been with people embracing the free spirit hippie vibe created by the psychedelic trend. I then looked at the fashions created due to this trend in society. The fashion of the time was very reflective of the artworks inspired by psychedelic drugs. Bold bright colours with bold swirling and geometric patterns. The clothing was very loose fitted with a line structure and bell sleeves etc, The fashion was mostly taken on by the youth of society as musical influences such as the Beatles had a huge influence on the psychedelic trend with their song ‘Lucy In The Sky With Diamonds’ thought to be directly linked with the drug LSD. I then moved on into researching how this psychedelic trend has passed down through the years into the modern day. I came across artists which create work inspired by the past psychedelic era who want to give people the false sense of reality when they look at their artwork- Without having to take any type of drug. Creating abstract, colourful pieces which still inspire fashion today. Furthermore, fashion today is still influenced by the 60’s trend as the colours, patterns and styles of some garments are clearly related to psychedelic artwork with bold colours such as orange, pink, blue and green being displayed in very detailed, distorted patterns. The shape pf clothing has also been inspired, for example through the bell sleeves and oversized trend.
Task 9
How celebrity influences have affected the fashion retail industry.
Kim Kardashian is known as a fashion icon, a trend setter for the fashion industry. Over the years Kim’s fame has allowed her to show off her style were she follows the rule ‘less is more’, looking ‘sexy’ and ‘chic’ is a big part of her style. “And the fashion world has taken notice, she's now a front-row fixture in New York and Paris; has landed Vogue covers in America, Brazil and Spain; and has posed for Jurgen Teller, Jean-Paul Goude, and Steven Klein.” (Phelan, 2015)
She has featured on many fashion magazines, Vogue, Elle, Bazaar, W, Love and many many more. With all of these magazines selling millions of copies every cover, it’s a no brainer that Kim Kardashian is a celebrity that it most wanted for a fashion cover being a fashion icon. Not forgetting when Kim KardashianWest broke the internet for her cover on ‘PAPER’, this revealing, nude photo went viral and within seconds was the most talked about cover in this generation. Getting this much press and noticeability is a huge achievement for the magazine and makes her now more than ever, one of the most wanted celebrities for magazine covers.
Work By - Savannah Avery
ELLE online explains in this article how Kim Kardashian opens the door for a new maternity fashion range for pregnant women everywhere. Although Kim Kardashian got a lot of bad press about the looks she considered ‘acceptable’ for her pregnant time, this didn’t stop her from setting the trend for high street markets and designer brands maternity wear. Kim Kardashian is known worldwide for her high lifestyle and ‘crazy’ family who are on their twelfth series of ‘Keeping Up With The Kardashians’. This fame has allowed her to become one of the most watched style icons of the 21st century, her fans make up the majority of the younger female generation which brings the most profit to the new trends that are purchased on both high street shops and high end designer brands.
This is an example of how Kim Kardashians revealing pregnancy styles have influenced the fashion retail. ASOS is a very popular brand and online shop that provides many different brands ranging in many diverse designers, therefore they target a vast audience. This dress designed by the ASOS brand allows the women to feel sexy and chic during their pregnancy, embracing their bump and curves.
Kylie Jenner also thanks big sister Kim for her stimulation when it comes to her fashion sense. Kylie signed a deal with PUMA for $1million, with Kylies fans this got PUMA huge incline in their profits and now their products Kylie models are worth more then usual. Sports wear has now been seen in a different light and many designers target this chic fitness wear look.
In 2012 Kendal and Kylie Jenner started their own clothing line ‘Pacsun’ and got a deal to show it off in teen vogue fashion magazine. This opened the doors for retailers everywhere to start getting ideas of the younger generations style and start to manufacture their own range similar to the teen celebrity idols of this generation.
But its not just Kim Kardashian-West who is a style icon, her whole family are considered as having style, including husband Kanye West who Kim thanks as she owes her fashion icon status to him. http://www.msn.com/enca/video/sports/kim-kardashian-admits-sheowes-her-fashion-icon-status-to-kanyewest/vp-AAeVtQw
Work By Savannah Avery
‘Yeezy’ collection 2 has influenced TOPMAN to create this ‘distressed’ look range. The neutral colour pallet and baggy, boxy shapes of the garments have given of the look of this collection. Kanye West is a celebrity that both genders look at for inspiration in their wardrobe as he has produced clothing ranges and Kanye and Distressed Clothing. footwear ranges and even got a deal with Adidas. ‘Yeezy’ collection’s created by Kanye
West was one of the worlds most watched catwalks of this year. His fashion sense has influenced many brands to launch new ‘distressed’ clothes like Topshop/Topman, Urban outfitters, Zara etc.
Task 9
Work By –Paige Baker-Baily
Instagram- One of the world’s biggest forms of Fashion
Shows: Live videos and instant pictures can be uploaded added with tags & hashtags to link fashion and designers all over the world, almost as if the audience at home are in the fashion houses. Below is a screenshot taken from Alyssa Sellor’s article on how social media shapes and forms fashion of today.
(Social Media Today, 2014)
Four Ways Instagram is Redefining the Fashion Industry ‘1. Brand Identity With visual storytelling, fashion brands and retailers are now using Instagram as their primary tool to reveal brand personality. One look at a brand’s Instagram page should easily provide consumers a glimpse into the brand’s culture, lifestyle and products’. (Alter, 2016)
1)
Chloe’s Instagram is very capitalised in not just showcasing their products, but representing the posh lifestyle associated with the brand. Take a close look at Chloe’s bio in the top left corner- key words include ‘luxury’, ‘principles of freedom’ and ‘femininity.’ Here the culture of the brand is given away to customers by an insight of what the company is about. An example of how ‘Instagram offers the perfect snapshot of a fashion label’s identity, and nowadays, it has become imperative for successful brands to communicate a unique footprint to their consumers.’ (Alter, 2016) 2. Community Engagement ‘One of the most innovative forms of marketing is to let the customer do the selling. Through Instagram, brands can generate high community engagement. The famed hashtag still proves to be a reliable and important way to increase reach.’ One way River island have recently achieved this is through the 2016 #RISnap combining both snapchat and Instagram. River Island had a campaign where customers could take snapchats of themselves in a River Island store and then upload to their Instagram accounts by hash tagging #Risnap to be in with a chance to win a £100 voucher to spend in store. Images could then be linked to RI’s Instagram account.
2)
Four Ways Instagram is Redefining the Fashion Industry
Work By –Paige Baker-Baily
3)
3. ‘Behind the Scenes of Fashion Powered by Instagram Social media has blurred the lines between the once “exclusive” fashion community and the general public. Gone are the days of waiting until the September issue of Vogue or Bazaar to see the latest collection looks. Nowadays, fashion insiders capture the runway looks on their smartphones and share them from the show. Some fashion designers are going beyond that and offering their followers a “behind the scenes” peek’. (Alter, 2016) Designer Stacey Bendet for Alice and Olivia tends to give us frequent sneak peaks into her inspiration from daily life. For example take a look at image ‘3)’ which was only posted Saturday 24th September 2016 as her ‘weekend colour inspiration.’ (Alter, 2016) 4. Monetizing Social ‘According to eMarketer’s first-ever analysis of Instagram in July 2015, the social media platform is forecasted to bring in $595 million of mobile ad revenue this year, largely because Instagram has become increasingly shoppable. In March 2015, Instagram rolled out with a new feature, Carousel ads: a sponsored slideshow advertisement that appears on users’ Instagram feed. Banana Republic capitalized on this feature while also incorporating a “Learn More” button, which served as a gateway to purchase.
4) (Alter, 2016)
4) ‘Michael Kors also commercialized Instagram last November when it debuted #InstaKors. After signing up on their website, consumers can double tap any image with an #InstaKors hashtag and an email will then be sent to them with links to purchase the posted products.
The most used shopping feature on Instagram, Curalate’s Like2Buy, allows brands to link Instagram photos with individual URLs, directly connecting consumers to products on their website. Within six months of launching Like2Buy, retailer Charlotte Russe achieved a 60% click-through rate’.(Alter, 2016)
Task 9
Work By –Paige Baker-Baily
#CHOOSEDAY The screenshots above are just a few examples of thousands of Instagram posts that connects consumers to fashion. Top fashion bloggers and sometimes fashion houses themselves will offer competitions out where if you share/like/comment and repost a certain item you could be in with a chance to win that item. The clever part of this is that by people all over the world sharing this with all of their Instagram followers they spread the product/designer all over bringing in more of an audience just by the tap of a finger. It’s not all about the consumer making the effort to find designers and their products through searching them on their Instagram accounts. It works vice versa- designers, even those of top branded names are using social media tools such as Instagram to find out what their target markets are looking for. It’s an extremely cheap, easy and fast way to build a market up by taking a look at social media and seeing what the people want. For example Miss Selfirdge uses the campaign ‘Choose Day’ which means they will post a few images of the same or similar garments in different colours to see what the consumer would be happier with. Instagram allows followers to comment and like the images which can be seen as a mini survery which provides Miss Selfirdge with what the consumer likes more out of colours and styles.
Here is some screenshots I have taken from my own Instagram account. It is so easy for people to pick up there mobiles and search the internet for their interests. Miss Selfridge’s technique of posting future trends/designs is one way of capturing my interest. This is a search engine me and all my friends and other young women over the world tend to use. They strategically use #ChooseDay to connect with their target market of young women as they know their market is predominantly found on social media. More often than not, if there is a variety of people who comment saying they like all colours they will bring the collection out with the different colours to choose from. The heart at the bottom of the pages means you can tap ‘like’ which shows the popularity of that particular item this will also mean this will become a ‘top liked’ post on Instagram itself allowing people who don’t even follow Miss Selfridge's personal account to see the images posted which they can then choose to follow or hashtag ‘choose day’ to see the pictures of future fashions- either way it’s spreading the word about Miss Selfridge and allowing Miss Selfridge to see what their consumer wants.
Task 9 As mentioned designers use social media to drive influence on their designs from what consumers are interested in. Alyssa Sellor’s article Social Media Influences on Fashion gives a perfect example of this taken from Zac Posen’s 2015 Spring/Summer collection. ‘One major shift that social media has had is simply that the average person can now influence fashion in ways never before possible. Just consider the recent ZAC Zac Posen’s Spring-Summer Ready to Wear 2015 Collection; influenced by comments and suggestions from his over 640,000 Instagram followers. It all began when Posen posted images of sunsets from a vacation on his Instagram account and followers began asking for prints in these hues, and “through the comments and pictures we got a new perspective about out creations,” said Posen in a recent article in NY Times. As a result, the final product includes a maxi dress in the hues of the sunset from that Instagram image as part of his 2015 collection’. (Social Media Today, 2014)
Work By –Paige Baker-Baily
ZAC POSEN 2015 MAXI DRESS INFLUENCED BY INSTAGRAM POST
‘It’s not just the inspiration and influences on major fashion designers that social media is evolving; it’s also the way we view fashion and the industry as a whole. For decades, a few big names dominated the fashion industry in a very top-down fashion but now the average fashion blogger can influence major designers via social media outlets […] social media has acted as a catapult to push these “unknowns” into situations where they can make their designs and ideas known to millions. Social media sites act as a platform for the average person, and major fashion designers knowing that these people are out there so they can also reap benefits by reaching customers on a new level that is more intimate and interactive, rather than the highfalutin fashion runways. The naturally interactive qualities of social media also make social media an effective tool, allowing people to be a part of the process of fashion making. Take for example the most recent New York Fashion Week. A study from eBay Deals, cited in an article on Mashable, considered data from top five social media networking sites during the 2013 NYFW and found that “more people are using social media for wardrobe advice, inspiration and the latest trends,” and fashion related Tweets doubled from the same event just a year earlier’. With ‘people sharing Instagram photos and Tweets from the side-lines of top fashion runways, people from home can interact and engage in the fashion shows just like the attendees. This is great for the fashion industry which can tend to be closed off and secretive in their inspiration processes, opening it up for more people to both appreciate and enjoy. And it’s not just high fashion experiencing influences from social media. From popular viral videos shared over and over again on social media to “jokes” and social media inspired sayings on t-shirts, buying trends centered on hashtags and our online behaviour is shifting too. According to 2014 market trends, a survey of social networks and buying behaviour “showed significant proportions of shoppers being influenced by (and participating in) social sites and friends during their upcoming holiday shopping,” with the results showing: 30% of shoppers had made a purchase via social media in the last year, 49% planning to make a purchase because of a social referral, and 44% intending to discover new products via social networks. In addition, the survey looked at social participation and found that 48% of those surveyed think it is important to share product recommendations via social media networks’. (Social Media Today, 2014)
Branding and Advertisement : Task 9
This advertisement has a few different links between the fashion products and the branding. For example the blue colour scheme of the clothes and car against a bland coloured background make them stand out even more, this would ensure that consumers are focusing on the fashion products which the company are trying to promote. Furthermore, the background is quite rustic, perhaps giving the message that the clothing is quite manly. The writing ‘I hate ugly’ shows that the clothing perhaps would improve the customers appearance as the man featured is transforming the old car behind him to improve it. Therefore I think that the branding campaign does work as it attracts customers who want to look good and better, which is what most people strive for. I wouldn’t change much about this image, however I would possibly remove the ‘I hate ugly’ text as the style displayed isn’t necessarily handsome and could put people off buying from the brand as it could be interpreted that you need to be good looking to wear the clothing. The image is definitely for a clothing brand, however it is not clear whether it is for all the clothing and shoes shown or a particular item.
The message to the consumer is that Coco Chanel is highly fashionable due to the text and therefore if you buy their products you will become fashionable also. This would be successful as everyone wants to be fashionable. If I were to change this image I would perhaps include more items so that consumers were able to see more products in one image, or at least show the garment off fully as we are unable to see what the rest of her outfit looks like. However they have promoted that they're a good brand for people who want to be fashionable, there just isn’t much evidence of their products to show this. I don’t think that the product is very clear in this image, however the concept of Chanel being a fashionable brand to purchase from is clearly shown.
The message to the consumer is that Dolce&Gabbana are a luxury brand with the use of gold, they are also promoting that their clothing is smart and sophisticated through the suits and good looking individuals photographed in their clothing.
If I were to change this image I would make it more clear what they are actually advertising as there is some confusion as to whether they are showing the suits or the gold jackets and trousers.
The message to the consumer here is that sports and leisure wear by the brand jockey is the best you can get, implying you'll look the best player even if you lose. This would encourage consumers to buy their products. I would remove the woman from the image as they are not selling women's clothing therefore this could be misleading to customers. However the woman in the image also implies that the man looks good because she is attracted to him, which again could encourage sales.
It is clear that they are selling sport and leisure wear, however the brand only sells men's clothing and there is a woman featured in the image therefore their could be some confusion.
I wouldn’t say that the product is very clear as there are a number of different garments features which are not necessarily cohesive and look good together. Overall the image quite mis-matched and disjointed which may confuse what they are actually trying to sell to consumers.
The message here to the consumer is that the brands footwear is meant and suitable for urban fashion. With a city scape background it gives a modern feel. The shoes are also marketed to be fashionable as both the man and woman are wearing the shoes and clearly attracted to each other. Furthermore the text ‘choose your playground’ implies that they are for a younger target market.
There isn’t much I would change about this image as the shoes are clearly what are being advertised and portray exactly what I think the brand are trying to achieve and give their shoes a young, modern and cool image to appeal to their target market. I think that the product is very clear as the shoes are central in the forefront of the image.
Successful & Unsuccessful Advertisements : Task 11
Successful Advertising : Chanel Why Successful? --- Link between image and branding --- Is the product clear --- Changes I would make? I have chosen this advert by Chanel to be a successful advertisement as I think that it is very clearly showing their product (shoes) to consumers. The simplicity of the advert links to Chanel's classic and simplistic style therefore clearly in line with the brand. The sleek look would appeal to women looking for classy fashion which is what Chanel provide, therefore they are appealing to their target market. The bright, clean image would appeal to a younger audience with the fresh look appealing to them. However, with Chanel being a classic brand they would also appeal to an older market also whom may be more interested in the shoes themselves rather than the branding, for which the shoes are also very clearly advertised. This means that the advert will appeal to a wide audience which is what I think makes it so successful. In the image, the woman is holding three shoes this may be implying that you cant get enough of them as they are that good. The woman featured in the image is also attractive therefore would make consumers think that if they buy the shoes, or buy into the brand they will become as glamorous.
There isn’t much that I would change about this advertisement due to its simplicity being what makes it so successful, however I would possibly have the model holding the shoes in a different way as she looks uncomfortable which may not be the best way to advertise shoes as you would want them to be comfortable. Furthermore, she could also change her expression so that she looks happy or excited about the shoes to show that she actually likes them.
Successful Advertising : Dockers Why Successful? --- Link between image and branding --- Is the product clear --- Changes I would make? I have deemed this advertisement successful as I think that the imagery portrays an image which would appeal to a broad target market. This is due to the product (trousers) not being modelled on a man. This allows men to look at the product itself and want to buy them, rather than buy into the image of a model, allowing anyone to access the brand comfortably.
The link between the image and branding is very strong as Dockers only make men's trousers and base their looks on classic male fashions, which is what I think this image tells the story of very clearly. Furthermore I think that the strong message which Dockers are trying to get across would attract men who want to be seen as masculine with the ‘wear the pants’ slogan and also the typography featured in the shape of a mans figure. This will appeal to men who are masculine and want to show that through how they look and the clothes they wear. However, there are negative aspects to the advert. The focus on men wearing the pants may be seen as sexist as Dockers have expressed a very old fashioned opinion through their wear the pants campaign. "It's one thing to encourage men to man up, another to tell them to ‘wear the pants' - an expression that taps directly into the old question, ‘Who wears the pants in the family?'"(Black and Black, 2016)
Successful Advertising : Louis Vuitton Why Successful? --- Link between image and branding --- Is the product clear --- Changes I would make? Similarly to the Dockers advertisement this image shows only the products which Louis Vuitton are advertising, rather than selling the image of a model. This would encourage a wider range of women to buy from the brand as the pieces shown are on a mannequin therefore the advert says that they're items which anyone can wear, not putting an age limit on the advertisement. I also think that this image would appeal to a broad spectrum of people because the neon pink grafftti- type writing and bold monochrome bag are most likely to appeal to a younger market, whereas the dress is quite classic and vintage looking, therefore may appeal to an older market. The shoes however are pretty simple and therefore may appeal to all age audiences. The link between the image and branding is cohesive with Louis Vuitton being quite a young brand who aren’t frightened to portray a fun vibe through their clothing, yet however sell luxury high end clothing, which I think the use of the embellished dress shows well. Almost creating a contrast showing that the brand can provide for different styles and occasions. If I were to change anything about this advertisement I would maybe show more bags to show one which maybe complimented the outfit slightly better.
Unsuccessful Advertising : Versace Why unsuccessful? --- Link between image and branding --- Is the product clear --- Changes I would make? I have chosen this advertisement from Versace as an unsuccessful campaign because even though it looks good, I think that the massage women receive from the advertisement could be negatively and therefore also limiting the amount of sales Versace would make from the image as all of the models in the image are blonde and thin. The link however to the brand is good as the gold and white colour scheme gives a very modern, luxurious feel which represents the brand Versace very well. The products are also very clear, however if I were to make any changes, I would use a selection of models rather than those who look identical as this could potentially only bring in one type of customer and therefore limits sales.
Unsuccessful Advertising : Dolce & Gabbana
Why unsuccessful? --- Link between image and branding --- Is the product clear --- Changes I would make? This advertisement is unsuccessful as it is a very confused image. Although there are coats featured, the men have no tops on and the model on the floor is only wearing underwear.
This confuses which season the advert is for and also could lead consumers to believe that to wear items by D&G, you have to have a chiselled physique like the models pictured here. Furthermore the image looks rather disjointed with the one model on the floor facing the complete opposite way to the others, and it almost seems as if he isn’t meant to be there and doesn’t fit in at all. However the image does show a variety of D&G products in one image which shows consumers how versatile the brand is.,
If I were to make any changes to this advertisement, I would remove the model on the floor and perhaps put a top on one or two of the models to further represent D&G’s range.
Unsuccessful Advertising : Victoria's Secret
Why unsuccessful? --- Link between image and branding --- Is the product clear --- Changes I would make? I have chosen this advertisement from Victoria’s Secret as an unsuccessful advertisement as even though there is a strong link between the image and the branding, the text ‘the perfect body’ may be seen as controversial as all of the models on the photograph display almost exactly the same body shape, therefore suggesting that there is only one ‘perfect’ body shape. ‘ Victoria's Secret's original ad sparked mass outrage last month with lobbyists arguing that in declaring the tall and tiny bodies of its models as being 'perfect' it was sending out a dangerous message. More than 27,000 people signed a Change.com petition started by angry consumers asking for an apology, and for the campaign to be scrapped’ (Mail Online, 2014) This is what primarily makes the advertisement unsuccessful as it has not only prevented consumers from buying from this particular range, but possibly put them off the brand itself forever.
Victoria's Secret has also been criticised for the lack of diversity in the race of the women shown as they are mostly white, therefore it would seem they are excluding different types women from buying their range. If I were to change this advertisement, I would include women of all different shapes, sizes and races so that the slogan ‘perfect body’ was about how everyone's body is perfect, or simply use a different slogan.
Mini Branding Task
General Mood Board : Zara
Sophistication
High-Street
Affordable-Luxury
Fast Fashion Home Kid’s Women’s Men’s Shoes Affordable Modern
Clothing Social Media Accounts
Simplistic Styles Minimal Advertising
Accessories
In store/online
Zara is a Spanish fashion store which was founded in 1975 by Amancio Ortega and Brand History & Research ‘Rosalía Mera. It is the main brand of the Inditex group, the world's largest apparel retailer which also owns brands such as Pull and Bear and Zara Home. There are over 2,100 Zara stores located across 88 countries (Wikipedia, 2016)
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As part of the worlds largest apparel retailer, it is important that my collection is up to date, on trend and will be popular as it has such a widespread customer audience.
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Zara's designers and customers are inextricably linked. Specialist teams receive constant feedback on the decisions its customers are making at every Zara store. This feedback inspires Zara's creative team which is made up of over 200 professionals. Zara is always striving to meet the needs of its customers at the same time as helping to inform their ideas, trends and tastes. The idea is to share responsible passion for fashion across a broad spectrum of people, cultures and ages.
- Through researching into Zara's customer base, I aim to provide a collection which meets the needs of their customers and also ensure the collection is suitable for current trends and tastes.
‘ Zara’s Mission statement is - “Through Zara’s business model, we aim to contribute to the sustainable development of society and that of the environment with which we interacts. (Wikipedia, 2016)
-This means that through my collection I will have to think about which fabrics would be most environmentally friendly and that the designs used would fit into society well, and not be offensive etc.
Brand Research
(Mwellsfrm4006.blogspot.co.uk, 2016)
Consumer Profile
Age groups : Zara target market is 0-40 years old males and females Zara does not have a specific age group they target their ranges to but segment their product line by women’s (65%), men’s (20%) and their fast growing children’s (15%) department. Profiling Zara’s customer is young, price-conscious, and highly sensitive to the latest fashion trends. They live a fast paste lifestyle. Zara has an advantage over traditional retailers because they do not define their target by segmenting ages and lifestyles giving them a much broader market. • Medium-high income • Very interested in trends and fashion • They shop once a week at least • They come looking for news in fashion • Loyal customers • Shop for themselves, children and the home
GENDER:
Female
AGE:
26
PROFFESSION: Junior Manager LOCATION :
Liverpool City Centre
LIFESTYLE :
Busy, Fast Paced, Mum
Lifestyle analysis :Zara’s customer likes to be fashionable but at a low cost, they go well dressed to work as they are usually supervisors, junior managers and skilled manual workers. They work in busy areas so are able to pop in to Zara during their lunch breaks or every two weeks to see what is new in store. Young mums are attracted to Zara as they can quickly shop for both themselves, children and homeware all in one place. They increase their purchases on special dates or periods like sales, Mother's day, Easter or Christmas. On the shop floor, they expect a warm and friendly sales assistant who can advise and help them taking decisions. Everyday, women who want to go well dressed to work arrive to the store looking for news and refreshing changes with the product in the shop. The are driven by moves and how Zara present the outfits.. Is a customer who buy by outfits. On the other hand, our customer, is very interested in accessories. Retailer’s product and range to match the consumer : Zara have five different project ranges, Womens, Mens, TRF, Kids and Mini. Each of there product ranges connect to the various life stages within human life. Zara is some what a one stop clothes store for families. (Mwellsfrm4006.blogspot.co.uk, 2016)
(prezi.com, 2016)
Thoughts So Far…
From my previous research I have concluded so far that my range will be for Zara Kids A/W 16/17. I have decided to conduct a children's wear range as Zara are expanding the range due to demand levels increasing. I have chosen for the range to be for A/W of this year due to Zara’s fast paced schedule in which the company gets products from initial idea and into stores within one month and from design to stores within 2 weeks. Most retailers process can be anywhere from 4-12 months. It is this ‘fast fashion’ concept which allows Zara to be the go- to store for consumers who follow fashion trends closely. From researching into Zara's customer base, I now know that it is mostly young women with fast paced lives who want to be on trend which shop there. From this information I have decided to look into the ‘mini me’ trend which seems to be popular over social media with young mums whom dress their children in similar clothes. Furthermore shopping for both themselves and their children in one place provides convenience and also high fashion for their family. This would help to fit into their busy lifestyle and as Zara aim to meet the needs of customers I think that this concept could be a success as a ‘mini me’ range. I will also conduct market research into Zara's competitors to analyse pricing to see at what level I would need to price my range in order to stay competitive. Furthermore I will be looking at trend forecasts to see what will be popular this autumn/winter in order for the range to be successful. I will also be looking at what is currently in Zara stores so that the ‘mini me’ collection is similar to current women's ranges and base designs from both upcoming trends and those seen in store.
Comparative Shop
Coat
Image
Shop
Price
Fabric Composition
Description
Zara
£27.99
60% cotton, 40% nylon
Basic trench coat Details
River Island
£45.00
100% Polyurethane
Girls beige waterfall coat
H&M
£49.99
88% polyester, 12% rayon
Coat with Faux Fur Collar
Matalan
£16.00
100% Polyester. Faux Fur: 100% Polyester
Girls Double Breasted Suedette Coat
Comparative Shop
Jacket/Cardigan
Image
Shop
Price
Fabric Composition
Description
Zara
£23.99
Cardigan with faux fur hood
River Island
£25.00
Girls navy Aztec print cardigan
H&M
£29.99
60% cotton, 40% polyester. Machine wash warm
Pile-lined Cardigan
Matalan
£19.99
Knit: 85% Acrylic 15% Polyamide. Faux Fur Pile: 100% Acrylic. Faux Fur Back Woven: 100% Polyester
Girls Aztec Print Eyelash Cardigan
Comparative Shop
Casual Jacket/Hoodie
Image
Shop
Price
Fabric Composition
Description
Zara
12.99
58% polyester, 42% cotton
Butterfly sweatshirt
River Island
£30.00
2% Elastane, 98% Polyester
Girls light pink satin bomber jacket
H&M
£17.99
100% polyester
Hooded Fleece Jacket
Matalan
£10.00
92% Polyester 8% Elastane
Girls Souluxe Zip Through Hoodie
Comparative Shop
Jeans
Image
Shop
Price
Fabric Composition
Description
Zara
£21.99
River Island
£18.99
98% Cotton, 2% Elastane
Girls blue chewed hem jeans
H&M
£18.99
72% cotton, 25% polyester, 3% spandex
Girls patterned jeans
Matalan
£14.99
71% Cotton 27% Polyester 2% Elastane
Girls Candy Couture Lace Up Skinny Denim Jeans
Patch Jeans
Comparative Shop
Tops
Image
Shop
Price
Fabric Composition
Description
Zara
£8.99
100% cotton
Floral top
River Island
£12.99
100% Viscose
Girls white space sequin Tshirt
H&M
£9.99
100% cotton
Top with Lace Flounce
Matalan
£8.99
52% Polyester 47% Cotton 1% Metallised Fibre. Lining: 100% Polyester.
Girls Embellished Long Sleeve T-Shirt
Comparative Shop
Skirts
Image
Shop
Price
Fabric Composition
Description
Zara
£10.99
98% cotton, 2% elastane
Moleskin skirt
River Island
£15.00
100% Polyester
Girls khaki A-line skirt
H&M
£14.99
98% cotton, 2% spandex
A-line Velvet Skirt
Matalan
£10.00
96% Cotton 4% Elastane
Girls Denim Skirt Read more at
Comparative Shop
Casual Dresses
Image
Shop
Price
Fabric Composition
Description
Zara
£18.99
Main -67% polyester, 30% cotton, 3% elastane Secondary - 51% viscose, 46% cotton, 3% elastane
Two-Piece patch dress
River Island
£18.00
6% Elastane, 94% Nylon (polyamide)
Girls black cami dress and T-shirt set
H&M
£17.99
100% cotton
Patterned Dress
Matalan
£16.00
100% cotton
Girls 2 piece dress
Comparative Shop
Special Occasion Dress
Image
Shop
Price
Fabric Composition
Description
Zara
£23.99
100% polyester
Guipure lace dress
River Island
£20.00
48% Metallic Fibre, 52% Polyester
Girls purple double layer pleated dress
H&M
£19.99
100% polyester
Dress with Patent Belt
Matalan
£16.00
100%Polyester. Lining: Girls Floral Prom Dress 80% Polyester 20% Cotton
Comparative Shop
Boots
Image
Shop
Price
Fabric Composition
Description
Zara
£39.99
100% cow leather
FRINGED LEATHER ANKLE BOOTS
River Island
£25.00
Upper PU, Sole Rubber Girls black wrap around boots
H&M
£49.99
100% Leather
Matalan
£16.99
Upper & Sole: Other. Girls Biker Boots Lining & Sock: Other & Textile
Leather Jodhpur Boots
Comparative Shop
Shoes
Image
Shop
Price
Fabric Composition
Description
Zara
£25.99 95% polyurethane, FRINGED SNEAKERS 5% cow leather
River Island
£20.00 Upper PU, Sole Rubber
Girls gold metallic tassel loafers
H&M
£17.99 100% polyurethane
Studded Ballet Flats
Matalan
£10.00 Textile & Other. Lining & Sock: Other
Girls Tassel Ballet Shoes
Through carrying out this market research into Zara’s competitors for affordable children's wear, I have learnt many useful things. Firstly I am now aware that the pricing of items is, on average, very close. However Zara does seem to stay at the higher end of the ‘affordable’ price bracket as they provide good quality items, for example through using real leather and high levels of cotton in their items, compared to PU (polyurethane) and 100% polyester like the majority of its competitors. Styles, I have noticed are also very similar, however River Islands garments do have a slightly more adult look to them,. This is a trait which I would like to carry through to my ‘mini me’ collection so that the outfits would fit in better with the womenswear and also look cute on kids.
Current Trend – Mini Me
‘ Every girl dreams of dressing up like her mummy or
her big sister and now thanks retailers making matching women's wear and children's wear collections it’s never been easier. (Anon, 2016)
I think that this ‘mini me’ trend would work well as inspiration for range in Zara as from my brand research and consumer profiling I have learnt that Zara's customer is most likely to be a busy working woman and Zara are growing their children's range. Therefore by creating a mini collection for Zara kids which is similar to their women's collection, busy mums only have to shop in one place to find affordable and fashionable clothing for both them and their children.
Trend Forecasting A/W 16/17
(WGSN, 2016)
Trend Forecasting A/W 16/17 (WGSN, 2016)
Trend Forecasting A/W 16/17
(WGSN, 2016) Trend forecasting has allowed me to gain an insight into which fashions will be on trend for A/W 16/17. through using these ideas in my designs will ensure that the range is in fashion and so girls will want to wear the range and their mothers will want to buy it.
Concept Board : Colour, Texture & Pattern
Zara : Women’s A/W 16/17
Concept Board : Style and Shape
Mini Me Collection
RRP £10.99
RRP £25.99
RRP £35.99
RRP £12.99
RRP £32.99
RRP £28.99
RRP £25.99
RRP £11.99
RRP £29.99 RRP £22.99
RRP £23.99
RRP £18.99
RRP £20.99
RRP £21.99
RRP £21.99
Zara Branding
http://zarafashion2013.wixsite.com/zara/background
‘Zara has moderate to high brand awareness in the market despite its low
advertising policy. This is probably due to its long presence in the retail scene and the choice of strategic store locations in areas with high human traffic. Zara’s brand name and eye-catching window displays are the key factors in building awareness in consumers’ minds. Both recall and recognition measures are high which goes to shows that Zara has high salience in customers’ minds. Zara uses 0.3% of sales revenue on advertising, minimal when compared to its competitors (3-4% of sales revenue). Instead of relying on traditional massmarketing mediums, Zara uses prime retail locations to attract its customers. It also ensures that storefronts and window displays are attractive and fresh to customers by making frequent changes to the items on display. The interior of the store is also clean and bright, with spacious lanes in between racks. This provides a very comfortable shopping experience. Having a good image projection of the store is vital as this is Zara's most effective marketing communications tool. When customers walk into a store, Zara wants to portray to customers that the latest fashion is always available.
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(Zara, 2016)
Due to Zara only advertising through social media such as Instagram and in their shop windows, I will be creating an Instagram advertisement and also a backdrop for their window display.
Advertising : Logo When creating the logo for the mini me collection, I wanted something simple and that paired well with the original Zara logo, whilst also making it link to the mini me brand. I eventually decided after trying a few designs that a simplistic approach would be what worked best as Zara's overall image is quite minimalistic and clean looking, The final logo is the letter ‘M’ layered over another to represent the words ‘mini me’. I have used the same font as the Zara logo to ensure the link between the store and mini collection stays close as it is a brand within Zara. The colour scheme of black and baby pink links well to the collection as it looks both mature and classy, which is Zara's overall style. Whilst also incorporating the main colour from the collection to represent the children's wear. Overall I am very happy with the logo as it is bold and eye catching whilst also representing the mini collection well.
Advertising :
Shop Window Display
This is a rough design of how I would advertise the mini collection in shop windows, as this is primarily how Zara encourage consumers to shop there, only spending 0.3% of sales revenue on advertisement.
This would be the backdrop to the window display and would have mannequins in the window showing some of the other garments such as the parka coat and shoes to further promote the ‘MM’ brand. The garments in the image are all hanging from one large, oversized hanger. This is to further represent the ‘mini me’ theme as the children's items are coming from a larger hanger. I could also include a woman's mannequin as well as children's, wearing similar items within the colour scheme to show how the two relate.
Advertising : Instagram The first images on the right are of Zara's current Instagram page, they have 13.8 million followers therefore is a great way to advertise new products to their audience for free as Zara typically do not advertise on billboards / television etc. The Instagram spread that I have created incorporates both the children's wear and images of models wearing Zara’s clothing that are similar to some of the items featured (pink bomber jacket and trousers). The Images also show the ‘MM’ logo on a floral background which matches the floral accents featured on the clothing. The background colours for the children's clothing are also cohesive with the colour scheme of the clothing, inspired by my trend forecasting research. I think that this could be a successful way of advertising the mini collection as busy young mums may not have time to go looking round shops for clothing and therefore if they see an item of clothing they like for their child on social media they may be more likely to either buy off the website or visit a store on their way to work etc as they already know exactly what they’re looking for .
Current Instagram Page
Evaluation Overall, I am very pleased with how my mini branding task has turned out and I have learnt a lot whilst carrying out the project. I firstly created mood boards and mind maps to
give me a better insight into Zara and see perhaps how consumers perceive the store. I then moved on to researching the brand to understand in more depth how it is run as a company and the history behind it. From this research I learnt that Zara in unlike most other fashion retailers in the way in which their production process runs. Zara moves from noticing a trend to getting the products to stores within the month, this meant that their designers and buyers do not plan as far ahead as other retailers and therefore I would have to work almost in the present as the collection I would be making should, by Zara's standards, be in store for around a months time therefore we would still be in the autumn of 2016, leading into winter. This meant that I had to research into trends for A/W16 /17 whilst other retailers may be researching into A/W 17/18. This was what inspired me to create a mini me range for Zara as I was able to relate my collection to the up and coming items from the women's A/W collection. Furthermore from identifying the mini me trend through social media platforms such as Instagram and Pinterest (both essential platforms for the fashion industry, followed by fashion conscious women across the world), allowed me to expand on the idea, creating a niche for my collection. As well as research into current themes and trends in fashion, I also looked into Zara's typical consumer in order to create a profile on their average customer whom I would be targeting. This enabled me to get an insight on how I could build my range and brand it in order for it to be a success. In addition to this, I carried out a comparative shop so that I could see what items other stores in competition with Zara are selling and for what prices. This allowed me to set my pricing as I wanted the garments to be affordable whilst also competitive. I decided on which retailers to compare through design, price and also style by looking into which stores young mums would visit to buy affordable, yet fashionable clothing for their children to ensure that I was comparing Zara to realistic competitors. Once I had completed the majority of my research, I decided to put together a few concept boards to help inspire my collection. I wanted my range to be a balance between the trend forecasts for juniors wear and women's A/W collection to give a range which provided on trend children's wear whilst also giving the opportunity for it to used for ‘mini me’ looks by being similar to the womenswear, similar to River Island. To do this, firstly I looked over my trend forecasting to see which colours, patterns and shapes would be best suited to the season, I then created a colour, texture and pattern board to put together a colour scheme which I believed would work well for the collection. I then looked at the women's A/W 16/17 collection for Zara to see which items will be in store at the same time period as my children's range in order to pick out any features which I would like to include in my mini me collection. From this, I looked on the internet for garments in similar shapes to what I wanted for my range that I had picked out from trend forecasting and that also linked to the Zara women's range. My next step was creating my collection, to do this I used all of the inspiration from my concept boards and research to select blank CAD’S which I then added to using photoshop to create the designs I believe fit my range well and will be successful being sold at Zara for A/W. Finally I carried out some research into how Zara advertise their brand so that I could come up with a few ways in which I could promote my Mini Mi range that fitted in with Zara's current methods. From this I learnt that Zara's methods are very low cost, therefore I decided to create a window display and also an Instagram spread,. In addition to being low cost, I also decided to advertise through social media due to young mums most likely using the platform and then deciding to buy the garments from the website due to the ease of online shopping. Furthermore I created the shop window design as from my consumer profiling I learnt that Zaras customer is most likely to pop into stores on their lunch break etc.
Evaluation Of Unit 1 What overall did you feel that you learnt throughout unit 1? In advertisement and branding, why do you feel the relationship is important between the product and concept? Overall what do you feel are your most successful pieces of work in this unit? What areas do you feel you still need to develop?
Overall, I feel as though I have learnt a lot through the tasks I have completed throughout unit 1. I have learnt how mood board and concept boards are an important part of collecting visual information to inspire collections. I have also learnt how themes in fashion come from many different influences such as culture and society. Furthermore I have learnt how important trend forecasting is for fashion retail and how far in advance buyers need to plan. During the advertising and branding task, I learnt that the relationship between the product and the concept is vital as otherwise, the advert can be confusing or misleading and furthermore, I learnt that branding and advertising campaigns work better perhaps when they're more simplistic and clear so that audiences don’t need to look too hard into the concept to figure out exactly what the brand is advertising. I have also learnt how important it is that adverts do not offend the target market as this could ruin the brand name and discourage customers from buying their items, with the Victoria's Secret ‘Perfect Body’ campaign being a prime example. From this unit, I feel that my best piece of work is the Mini Branding Task because this was where I got to put all my skills learnt in previous tasks throughout the unit into place and experiment with different ideas and ways of doing things. For example, creating a comp shop as research and deciding which slides I needed to complete that were relevant to my collection. For example creating an Instagram spread for Zara, even though there is a lot I would change about the work looking back, I feel as though I did my best with the skills I currently have using software such as Photoshop. However I am excited to progress and learn more in the next unit and develop on skills such as lay out of mood boards, use of photoshop and also maybe develop evaluation and analytical skills more.
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