Female Luxe S/S 2017 Research Document Kirandeep Dhami 1
Contents 4.
Introduction
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Key Driver 1 Female Mp’s
7. Key Driver 2 Suffragette Movie 8. Key Driver 3 Charlie Edge Protest 9. Key Driver 4 Dipti Kulkarni Artwork 10. Key Driver 5 This Girl can 11. Key Driver 6 2016 Vogue Pirelli calender 12. Key Driver 7 No Sir exhibition 13. Key Driver 8 Hollywood pay gap 14. Key Driver 9 The F word and me 15. Key Driver 10 International Women’s day 2015 16. 17. 18. 22.
Summary
Fempreneur Tribe Analysis Consumer Tribe analysis Innovators and Influencers 2
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This research document shows key drivers that have shaped and inspired the trend Female Luxe. Built on qualities of the female gender, drivers celebrate female achievement, empowerment and delicacy. Distilled down into the trend using feminine shapes with powerful metallic shades.
Being a female in the 21st century has changed drastically since the last, including women’s rights movements, the right to vote and other empowering steps that have taken the gender forward.
With the softness and delicacy of the female gender seen as weak and demure, innovators are determined to show that typical feminine attributes make the Gender strong and fierce and that emotion is seen as strength,
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Female Mp’s rise The BBC explore the change in a traditionally male dominated sector with the rise in women MP seats. Showing the largest increase since 1997, an image of strong women in a position of power is emerging. The elected include female winners for major political parties including Conservative Andrea Jenkyns, Labour’s Thangam Debbonaire and SNP’s Hannah Bardell.
A feeling of independence and empowerment is portrayed through the resilience of females determined to engage in politics and influence society. With politic inspiration drawn from the likes of Margret Thatcher and recently elected female MP’s, emerging role models are paving the way for the upcoming female power shift within society. 6
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Suffragette Movie The recent release of the movie Suffragette aims to educate society of earlier struggles females faced during the British suffrage movement of the 20th century. Portrayed through media, it documents the significance of the genders desires for social change. The use of influential and innovative actresses within the film encourage tribe members to watch and potentially recruits tribe members. The mood of the driver leans away from typical impressions of females and seeks to empower them by reminding them of struggles past and previous achievements.
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Charlie Edge protest
Recent government actions meant rejecting a petition to stop women paying an excessive 5% on tampons as they were deemed ‘luxury’ products. Protesters including Charlie Edge demonstrated their outrage outside parliament to show the actions of women not using sanitary products making the governments point invalid. This protest makes a bold and necessary point that sanitary products for women are an absolute necessity. Demonstrating a power emotion through such an empowering act, the mood is strong, empowered and feminine. The driver relates to the trend as powerful actions would be shown through bold but feminine shades of colour and shapes. 8
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Dipti Kulkarni Artwork
Creating a series of 15 paintings, Dipti Kulkkarni’s artwork is influenced greatly by current events and injustices towards females. The series of artwork was created to show social issues faced such as gender discrimination. By projecting the issues through art, the visually dynamic features help convey a stronger point giving a feeling of vulnerability and emotion off.
The mood created by the artist is a feeling of vulnerability and emotion, the light colours contrast against the dark to show the strength and fragility of the gender. 9
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This Girl can
A recently launched Sports England marketing campaign has a motivational message to encourage women to keep fit and not be put down by body image stereotypes. It provides motivation for females to adopt a healthy lifestyle for personal improvement. The vibe is bright, free and feminine with women embracing athleticism by doing activities that are entertaining. A feeling of reassurance and confidence eludes surrounding this driver. Embracing their nature, the trend would also keep to feminine shapes, colours and materials.
“I jiggle, therefore I am” “Sweating like a pig, feeling like a fox.”
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2016 Vogue Pirelli calender The 2016 calendar’s aim is to highlight and show women of all ages and fields, to celebrate their accomplishments and power. Moving away from stereotypical calenders, included within are the capture of 13 influential female figures like artist Yoko Ono and athlete Serena Williams. The calendar draws on each females accomplishments rather then physical attributes, it encourages a healthy body attitude by showing “women of power” come in all shapes and sizes while the black and white quality generates a sense of equality and peace between these women of all ages.
A mood of a female power shift is seen as these 13 females are all deemed influential powerful women in each of their chosen fields. Photographing them in a non traditional sense, Annie Leibovitz has created a calendar that empowers women through knowledge and strength as opposed to nudity and a potential demeaning manner. 11
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No Sir Exhibition The recent launch of an online shop and showroom by Terese Alstin is dedicated to presenting individual pieces from women designers around the world. It aims to be a tribute to unrecognised female designers who design innovative, strong, unique pieces in what is deemed as a male dominated industry. Including works from lesser known names such as Camille Walala, Marlene Huissoud and Pia Wustenberg with some male and female collaborations. Feminine shapes and designs are taken from these works with curved and feminine graphics and prints giving inspiration to the trend.
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Hollywood Pay gap Jennifer Lawrence Speaking directly to females in careers dominated by males, the Hollywood pay gap highlighted by Jennifer Lawrence demonstrates men earning a higher wage then women in the same fields. She joins other female actresses like Meryl Streep who have also spoken about the inequality in the entertainment industry. The driver raises awareness that women regardless of equal skill to their co workers, are still not equal. Showing a side of female empowerment through influencers like Jennifer Lawrence, a mood of strength, empowerment and equality is conveyed.
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The F word and me
A 40 minute dcumentry depicated by Charli XCX: the F word and me is based on her tour and how females are empowering the music scene with feminism messages, In comparison to other drivers, that feel like women are second best in their field, influencers like Beyonce are in charge 0f the music game. With young and famous influencers in the music industry appealing to the younger generation, it provides women growing up with an empowered and feminine stance. It relates to the trend as it touches on the strength of the gender yet looks at a deeper angle. By exploring how influencers elude both feminity and strength, a collaboration of both strength and emotion is harmonised towards a trend direction.
“Who runs the world?
Girls.� 14
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International womens day 2015
For over a century, one month out of the year has been devoted to celebration of independent women around the globe, as March 8th marks international Women’s day. 2015 saw with it many festivitiies devoted to celebration and prosperity of the gender. Feelings of empowerment and pride resonate throughout the globe as the world pays respects to the gender. Festivals such as Femme Fierce, an all female fesitval of art, graphitte and talks and WOW, Women of the world, celebrating fighting spirits and achievements.
The feeling of the driver is loud, outgoing and celebritory. Bright luminious colours come to mind, female shapes and texture would be shown through trend direction. The celebration of females as they are relates directly to the trend by showing the strong, feminine, delicate and creative side to the gender. 15
Summary Overall the ten drivers harmonise to portray a image of the female gender, both strong and empowered yet fragile and feminine. There is a mix of strong and softer key drivers, the strong key drivers involve a desire for equality displayed through bold methods. Other drivers include the celebration of female art, work and achievement in celebration to how the female gender exists, with both delicacy and strength coexisting.
They create a visual interpretation of a trend that celebrates feminine shapes and colours yet are bold, empowered and luminious colours. Shapes generated are fragile and feminine accented and harmonised by bold colours that still show feminity.
The consumer tribe generated are indivuals that are strong, focused but still crave femininity, tranquility and equality. They are ambitious, educated and empowered yet soft, delicate and feminine. Challenging a male dominated world, they are proud of their gender and their past and future achievements.
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Fempreneur Tribe Analysis
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Consumer Tribe Analysis With women in the 21st century now more modern than the last, the Fempreuner tribe is the epitome of a modern day women. Tribe members are strong, educated individuals capable of promise, eager for adventure and new products to fuel their lifestyle and adventures. The tribes demographic ranges from prosperous and independent young adults to individuals with an established career. Generally belonging to the age group Millennials as Fempreuners are urbanites or just delving into a suburbia lifestyle.
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As professionals who are job orientated, technology plays an imperative part within the tribe. From answering emails, scheduling appointments and lunch dates, to shopping online for luxury brands, the modern woman’s technological devices are the first thing they reach for.
Taking an overall personal improvement stance, adopters are active individuals and prefer to eat foods on the healthier side. Eager for adventure and new products, they are always looking for new and exciting foods to try. Physical activities such as running, yoga and pilates are used to keep a moderate level of fitness. Seeking peace and quiet from their hectic lives, exercise is a way of retreating and to gain peace.
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Gloss detailing Tailored Chiffon Crisp cotton Attention to detail Metallic jewellery 22
Being prosperous professionals, tribe followers would adopt work wear from higher priced luxury brands. Preferring to purchase clothing from established brands where products are high quality and traceable to the source. They prefer classic pieces and brands like Burberry, Vivienne Westwood and Mulberry. Being a discerning shopper, fempreuners prefer the boutique experience, however due to their busy lifestyle, online shopping sometimes takes its place.
They use social media apps such as Instagram and Twitter as a way of information snacking in their free time. While reading articles from the BBC and influential newspapers for current events and Vogue for style. Craving real experiences, members of the tribe work hard within their job roles to have expendable income to continue their adventures and dreams of travelling around the world.
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Innovators & Influencers Innovators within the trend would be individuals who have stood out and pushed female empowerment and awareness. These range from famous to the less known innovator with careers ranging. These include protester Charlie Edge, artist Dipti Kulkarni, exhibitionist Terese Alstin to worldwide known Vogue Magazine.
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Influencers cover the next 13.5% of the tribe followers throughout the trend. These tribe members are resonsible for bringing more members in by adopting the trend publicly. Influencers for this tribe consist of famous individuals and companies deemed as role models. Celebrity figures like Jennifer Lawrence, Emma Watson, Sereena Watson, Charli XCX and Beyonce are amongst female influencers for Female Luxe. Although diversed indivduals, a similarity is the celebration and empowerment they provide, combining the strength and softness of gender. Sports England, Nike and Vogue influence by creating media that inspires individuals to celebrate their female form. By disregarding body image stereotypes, the average fempreuner feels confident, strong and feminine.
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References
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