INTRODUCTION - 1-4
MARKET LEVEL - 5-6
LUXURY PSYCHOLOGY - 7-12
TARGET CONSUMER - 13-14
GENERATION Z - 15-16
SUSTAINABILITY INFLUENCES 17-18
SOCIAL MEDIA - 19-20
METAVERSE INFLUENCES - 21-22
NFT INFLUENCES - 23-26
PR CAMPAIGN INFLUENCES - 27-28
FASHION MAGAZINES - 29-30
IT GIRL INFLUENCES - 31-32
INTRODUCING CHANEL - 33-34
MY 360 CAMPAIGN - 35-36
GAP IN THE MARKET - 37-40
CHANEL’S PROBLEMS - 41-44
CAMPAIGN OUTCOMES - 45-46
CAMPAIGN NARRATIVE - 47-50
WHAT WILL IT LOOK LIKE? - 51-54
PROMOTION MOCKUPS - 55-56
WHAT ROLES WILL I TAKE? - 57-58
CONCLUSION - 59-60
REFERNECES - 61-62
IMAGE REFERENCES - 63-64
This book will provide an insight into my research and development process that has led to my final 360 campaign idea, as well as exploring what the outcomes will be and what and who I will need to execute my final ideas. As I have progressed through my extensive research into my brand, who I am as a person and what my goals are upon graduating university, I have created a campaign which I believe fulfils my career goals, producing a visual campaign which is reflective of the sense of creative direction I want to progress into within the fashion storytelling space. My 360 campaign outcome has been supported by my research into the ‘Brand Me’ component of this module, where the underpinning of my personal aesthetic, market level and skill set has allowed me to understand where I best position myself in such a wide-ranging industry, as well as create a visually compelling narrative that supports these findings. My 360 campaign outcome has been created on the foundations of understanding my strengths as a fashion marketer and communicator. This practice has resulted in me creating a visual narrative that can provide a possible solution for a gap in the industry which I believe has space for me to create a response to, having researched who and what brands are already out there and what are they doing within my market level, and how can I create new and exciting outcomes as I step foot into the creative industry. My aim for my 360 campaign is to highlight the importance of brands entering the digital fashion space in order to maintain their relevancy and current level of status within the industry, therefore allowing brands to reach new target audiences by creating new innovative digital communication efforts, stepping out of their comfort zones. I will be focusing on the luxury market level, as my research has formed an understanding that this market level is especially keen into progressing further into the Metaverse possibilities and creating new, engaging digital methods of communication towards their target consumer.
digital fashion
fashion
During the research and development process within the ‘Brand Me’ component of this module, I came to the understanding that my personal aesthetic, skill set, and strengths are best aligned within the luxury fashion market level of the industry, particularly within the Haute Couture and Ready-to-Wear segments of this wide ranging market level. I am personally drawn to the aesthetic and style of clothing that has a ‘classic’ status, and the idea of the style being timeless and doesn’t follow a fast fashion trend focus. For me personally, I am not someone who is keen to overconsume clothing and buy over excessive amounts of fashion, therefore I instead aim to purchase clothing that has long life cycles and a sense of longevity in their wearing abilities – illustrating the ‘timeless’ look and feel to my personal aesthetic. I have always been drawn to classic luxury brands such as Chanel and Dior, as I believe these brands also carry this aesthetic of their clothing being timeless and not fully trend based as we can see amongst the fast fashion market level. My research into the luxury market level has highlighted the importance of luxury consumers being open to paying higher prices for their products, in hopes that this cost comes with higher quality and added value in terms of sustainability, ethical practice and the ‘good’ that comes with supporting brands who’s values also aligns with these key industry issues (Bain, M 2022). This research is something that also aligns with my personal values, as I also believe in the importance of supporting brands who are aware of industry issues in regards to sustainability and improving the way they operate to create an impact on the way consumers choose to shop in years to come.
My research also allowed me to express an interest in the psychology behind luxury consumer behaviour, discovering the different motives and thought processes that goes into this target consumer’s mind before choosing to make a luxury purchase or support a luxury brand (Studio, F.B 2022). Again, the idea of consumers being willing to spend more money on products and brands that are reflective and in line with their personal beliefs and values is something that a lot of luxury fashion brands such as Gucci, Balenciaga and Dolce and Gabbana are starting to realise and act upon. This is because these brands are starting to curate campaigns that are targeted to younger audiences, as brands are becoming aware that the youth consumer is a growing market that are becoming more interested in luxury markets. Luxury fashion consumers are evolving into becoming more conscious of the brands that they choose to support, and as a result of the COVID-19 pandemic, the luxury market level is experiencing more change than ever before within the needs, wants and expectations from consumers.
My research into the luxury fashion market level has allowed me to understand the psychological motives that occur before consumers involve themselves within supporting a brand, or choosing to make a purchase within the luxury market sector. The idea of buying something luxury gives consumers a sense of status, importance and desire to fulfil this persona of having something ‘aspirational’ and having something that is out of touch for the everyday consumer (Danziger, N (2021). The luxury market thrives off of creating the illusion that consumers having higher value items will transcend their social status or make themselves feel better about consuming fashion, as long as their purchase was made with supporting influential brands in mind. The luxury fashion sector of the industry has been progressive over recent years in responding to issues regarding sustainability and digital advancements, so this idea of luxury consumers wanting to have something that is different from the normal or different from what other people have is likely to skyrocket the desire for supporting the luxury market level in years to come - as brands are working on ways for a previously ‘out of touch’ market to be more accessible to the mass markets (Page, V 2022).
My 360 campaign idea has been influenced by this idea of creating a product range that has this desirability appeal from the luxury market, combining this with the ‘added value’ desirability of consumers wanting to support a concept and brand that is in line with their personal needs and wants – creating something that is more accessible for wider audiences that comes with a message of sustainable practice and ability to influence a community. My research has shown that youth audiences are becoming more interested in buying into investment pieces rather than conforming to following small-cycle trends within the fast fashion market level. Therefore, my campaign aims to highlight this idea that luxury brands are starting to consider targeting a youth audience within their digital marketing and communication efforts in order to create higher levels of desirability and aspiration for owning luxury fashion.
My research has allowed me to realise that the most appropriate target audience for me to create a meaningful and impactful campaign towards would be the Generation Z audience. Generation Z is said to be one of the most diverse, educated, pragmatic and socially aware generations that the world has seen to date (A. C, Foundation 2021). This generation has and will continue to act as trailblazers and change makers in the way that people consume, purchase, and engage with the fashion industry and marketing communication efforts from these luxury brands. By holding the characteristics of someone who is a ‘digital native’ and someone who is characterised by being open to change and holds a strong ability to influence, Generation Z are the most influential selection of people that I believe hold the strongest ability to absorb messages and create change within the fashion industry.
My 360 campaign will be targeted to the Generation Z consumer, as my research has made me aware of how this consumer audience is becoming progressively keen to emerge themselves within the luxury market level. As a target market themselves, Generation Z have shown in recent years how they are changing the way they shop and engage with fashion and are altering their purchasing power to only support brands who align with their personal values and beliefs. This is a generation who are becoming confident in asserting their values and this can allow them as an audience to be selective in brands they wish to support, which emphasises the importance of how luxury market brands need to give their target audience what they want if they want to maintain a relevancy and strong brand connection with the newly emerging consumer demographic. At the heart of a Generation Z consumer’s mind, they are heavily involved in educating themselves in sustainable shopping, many of whom say, “the generations before them represented overconsumption, capitalism and materialism” (Apptus 2022). Particularly within the luxury market level, now more than ever we are seeing brands become more aware of what their luxury consumer demands, and brands are adapting the way they communicate and operate in order to meet consumer needs.
In terms of the digital fashion world, brands such as Gucci and Louis Vuitton have demonstrated that they are keen to expose themselves into a sustainable way of operating by delving into the digital Metaverse communication space, reaching out to younger audiences through video game crossover collaborations with Generation Z oriented game platform, Roblox. By creating interactive and engaging community orientated campaigns that are centred around a Generation Z audience, this sparks inspiration for fellow luxury brands to follow suit and give a digitally absorbed and visually focused audience what they are demanding from brands in hopes to reach out to new and untouched markets. Generation Z consumers have shared that they are keen to invest into sustainable, high quality products, therefore luxury brands should be aware of this new audience demand and cater their marketing and communication to new markets in a digitally creative and innovative way. My 360 campaign will be targeted towards Generation Z, as I believe this generation has the ability to be changemakers in raising the awareness of how important it is for luxury market brands to become more sustainable as the newly emerging consumer base are going to be selective of what brands they support, so brands need to meet these demands if they are to stay relevant and on the Generation Z radar as we progress into a more digitally demanding space.
When researching how luxury brands have responded to changes in consumer demands regarding sustainability, I have been particularly drawn to how brands have used social media, technology and the Metaverse to create new and interactive campaigns with the intention on becoming more sustainable and producing innovate concepts to target younger audiences. My research has illustrated that 62% of Generation Z prefer to purchase from sustainable brands who are willing to pay more for ethically produced goods (Hope, B 2022), which led me to research into the role in which social media and technology has the ability to change the way luxury brands communicate PR messages and visual narratives to their targeted consumers. When thinking of the ways in which luxury brands can give sustainability conscious and digitally absorbed Generation Z consumers what they demand and expect from brands, I have been drawn to looking into how luxury fashion brands have immersed themselves into technology-based communication in order to extend the message of creating meaningful and influential campaigns to bring about change, as demanded by Generation Z audiences. As Generation Z consumers have proven that they are more willing to support and purchase into the luxury market level, I have been researching into a variety of case studies which demonstrate how a luxury brand can create a digital campaign concept that is targeted towards Generation Z audiences with high levels of influential change. As a result, this audience is said to be most responsive and engaged in social media commerce and technology-based channels of communication (Kastenholz, C. 2022).
These digital case studies carry the narrative of incorporating digital fashion into their everyday shopping experience, with hopes to influence change using social media, by transitioning a youth audience into sustainable alternative ways of purchasing and wearing fashion. As a digitally fluent age demographic, Generation Z have proven to be responsive to marketing campaigns via social media. Examples of how luxury fashion brands can reach new audiences on social media include Burberry’s responsive and interactive TikTok campaigns, where the brand focused on encouraging consumers to create user-generated content that best aligned with a Generation Z audience. The success of this digital campaign was said to be due to Burberry’s ability to create a strong connection to a youth audience, by giving them content that was relatable and in touch with what the Generation Z audience is demanding (Fanbytes. 2022). One of the key aspects to marketing to a Generation Z audience is giving them content and experiences that is authentic and provides a sense of realism between a previously out of touch luxury market and their consumer. I believe that social media has a strong influence over this target generation, especially with how luxury brands can use this platform to seem more relatable and engaging with a younger audience.
Over recent years, we have seen how luxury brands have responded differently to issues in combating sustainability within their practice, and one of the most progressive responses we have seen is brand’s emerging themselves into the digital and creative space of the Metaverse, where brands are embracing modern technology such as artificial intelligence, digital escapism and virtual reality to create virtual experiences to engage youth audiences in digital fashion possibilities. Digital fashion is one of many responses by luxury brands in attempt to combat issues in industry sustainability, as well as creating new methodologies to reach new markets in their marketing and communication efforts. Part of my research entailed looking into brands such as Dolce and Gabbana, exploring their efforts in creating Non-Fungible Tokens as way of committing the brand to exploring uses of Metaverse technologies, as well as looking into how luxury brands can provide sustainable sources of fashion. Seen as though Generation Z are said to be most responsive to digital methods of communication, my 360 campaign is centred around curating a digital response to these contemporary industry issues. My research into Metaverse collaborations such as Gucci Town x Roblox, virtual reality-based fashion brands Dress X and The Fabricant and Balenciaga x Fortnite Non-Fungible Token skins has sparked my inspiration to explore the digital possibilities of creating sustainable fashion. This included researching into how brands can create virtual-reality and social media-based campaigns to extend the message of the possibilities that the new technology orientated fashion industry can create in order to influence a Generation Z audience.
One of the most pivotal case studies that I explored during my research process for my 360 campaign was luxury brand’s abilities to create digital only clothing NFT’s (non-fungible tokens) in response to the issues in overconsumption and environmental damage caused by the fashion industry (Jana, R 2022). Generation Z are changemakers, therefore it is interesting to see how luxury brands are creating new ways of reducing overconsumption in a digital way, rather than sticking to what has been done before and what they know consumers will respond well towards. Luxury brands are changing the way people consume fashion, especially because of NFT creation. By creating non-physical clothing, brands are blending tech with fashion and Balenciaga’s NFT collaboration with video game, Fortnite, is an excellent example of how creating virtual clothing can influence a Generation Z audience to respond well to Metaverse possibilities. This collaboration involved the design of virtual video game outfits that were inspired by real life Balenciaga archived looks, which is illustrative of how younger audiences are wanting to consume fashion and experience this level of luxury within the future digitalised industry. Similarly, Gucci’s virtual fashion town collaboration with popular video game Roblox has visually demonstrated the luxury market’s ability to combat issues in sustainability, whilst also revolutionising the way brands can market and communicate to youth audiences. My campaign aims to emphasise the gap in the market where luxury fashion brands can utilise digital channels of communication to make their brand more accessible, sustainable and more in touch with giving Generation Z consumers their needs, wants and brand expectations.
I have also been researching into the impacts and influence of luxury PR campaigns and what these types of narrative-based communication methods can do, as well as aid sending out key industry messages to wider mass audiences. From reflecting on my skill set in the brand me and my experience at university so far, I have gained experience working within a PR and influencer marketing agency, where I was able to further develop my skills in creating visual brand and client stories that carry messages regarding social awareness and how brands can contribute to sustainability. These experiences allowed me to reflect on the type of campaign I wanted to create, as I knew I wanted to create a visual campaign that has a strong brand message on how they can contribute to change within the luxury market level and have an ability to influence younger audiences. From my research into luxury digital PR campaigns, I was interested in Louis Vuitton’s NFT campaign, ‘Louis the Game’, which the brand created to not only delve into NFT creation, but also to raise awareness about the brand’s design history and signature LV memorabilia. This PR campaign inspired me to consider how I could create a concept that has the ability to increase brand narrative visibility in terms of extending out the message of brand values. I wanted to take this forward with my campaign, aiming to extend a brand message to a digital consumer.
These findings have resulted in me creating a PR based campaign where I can take a luxury brand and illustrate to a Generation Z audience how this brand can re-connect themselves with a disconnected audience, whilst highlighting the importance of brands delving into technology adaptations to create brand awareness of combating over consumption within the fashion industry. The influence of creating a PR based campaign will help to illustrate to Generation Z consumers that the luxury market is listening to the needs and wants of their younger consumers, and that they have the ability to respond to industry issues in a digitally engaging, relevant and contemporary execution. PR campaigns can have the ability to influence audiences into taking action for change, which is the main goal for my campaign, therefore I decided that creating a concept with a struggling brand issue at the heart of my campaign narrative was the best method to fulfil my brand’s gap in the market.
When researching into how classic luxury brands such as Chanel, Dior, and Versace market their products and have a sense of communication with their target audience, I was drawn to look further into fashion magazines and more traditional methods of fashion marketing and communication. It is interesting to see how some luxury brands who have yet to delve into the world of social marketing and digital youth audience-based campaigns are staying stuck in their traditional ways and are potentially afraid to step out of their comfort zone to market to consumers in new ways. With the industry heading to a digital orientated space and brands are now thriving off close consumer communication and connections, it is interesting to question whether brands who are not engaging in the Metaverse will be forgotten about and potentially become less popular due to them not responding to current consumer needs and wants? My research suggests that if a brand chooses not to progress with industry standards and consumer expectations, then this could lead to the downfall of previously successful brands. This is because they are not becoming contemporary changemakers or capturing Generation Z audiences’ attention in engaging in their visual communication efforts with younger audiences. Fashion magazines have acted as a traditional avenue to luxury fashion marketing for decades, particularly the infamous industry standard, Vogue Magazine. I was intrigued to research further into the impact of fashion magazines as a means of communication between luxury brands and their target consumer, and discovered that their influence has diminished over recent years due to the popularisation of consuming digital media from social media channels such as TikTok and Instagram (Silva, B. 2018). This sparked further inspiration for my campaign, as not only does the luxury market have brands who are not creating new and interactive consumer experiences - it is also certain marketing media platforms themselves such as fashion magazines who are also failing to keep up to date with contemporary and digital industry trends, capturing the short attention span of Generation Z audiences. Therefore, my campaign also aims to provide a solution of how fashion media can become more digitally engaged and create interactive and innovate ways to communicate fashion issues, campaigns and news to youth audiences.
In attempts to resonate with youth audiences, my campaign will be inspired by the styling and aesthetic presented by popular Generation Z ‘it girls’ – a selection of people who the generation looks up to in terms of style and personal influence (Olabode, L 2022). This idea is aimed to bridge the gap between a luxury brand that is out of touch with their youth audience and connect them in an authentic way that demonstrates that my chosen brand is now being responsive in creating a visual narrative that is inclusive of Generation Z needs and wants. I decided that creating a campaign based around influential people that a Generation Z audience admire further demonstrates my campaign’s ability to bridge the gap between an out of touch brand with a market that has such large buying and loyalty power. This idea should create a sense of relatability and authenticity between the brand and consumer. Examples of celebrity ‘it girls’ include models such as Bella and Gigi Hadid, Hailey Bieber, Elsa Hosk and popular generation z social media creators, like Jenna Ortega and Addison Rae. My research into what makes an ‘it girl’ has supported my campaign aesthetic, as my campaign will be based around making an out of touch fashion brand more youthful in the way that they target Generation Z audience, which revolves around creating a styling shoot that is reflective of the youth generation’s sense of style and an impactful source of sustainable fashion inspiration.
Chanel is a luxury fashion, acessories and beauty brand that is positioned within the Haute Couture and Ready-To-Wear segments of the luxury market level. As I established during the brand me research and development part of this module, Chanel has always been a luxury brand that I have gravitated towards due to their classic, timeless and capsule wardrobe status. My research into Chanel has taught me that the brand thrives off of their legacy in the industry of being a brand who is a changemaker and has set many trends and changes in the way the indsutry operates. The Chanel brand is best known for revolutionising the fashThe typical Chanel consumer is said to be females aged 25 and upwards, which made me want to research further into how Chanel communicates their brand across to their consumers.ion indsutry as we know it today, which is all the result of founder Coco Chanel’s design choices during her time as a milliner, originating the Chanel brand in 1909. In 1983, Karl Largerfeld took over the role as the brand’s chief designer, which resulted in creating the Chanel brand values, image and brand identity as we know it today. During Largerfeld’s creative run up until his passing in 2019, the Chanel bradn has remained very loyal and traditional in terms of keeping to their intial brand foundation routes, rarely executing brand change or differentiating their brand in terms of design, communication or target consumer. Reflecting upon my research into the luxury market and what the industry looks like today, I was particularly interested in discovering how the Chanel brand has survived for so long as a result in not emerging with the times, creating new digital communication opportunities to reach out to new audiences and updating their brand’s image. Chanel definetly sparked inspiration for creating a digital campaign that inspires and re-connects youth audiences with traditonal luxury such as Chanel - re-imagining what the brand could look like if they decided to target younger audiences.
After establishing that I wanted to create a campaign based around how luxury brands can create visually compelling narratives to a Generation Z audience based around using Metaverse and technology advancements, I began to discover the difference in consumer connection between brands who are becoming visually engaging with their target audience in comparison to luxury brands who are not. As I mentioned when positioning myself within the luxury market level, I have always been drawn to more traditional and timeless aesthetics, and I have always been drawn to the iconic style of Chanel in terms of their aesthetic and style of clothing. I consider Chanel to be the most influential luxury Haute Couture brand out there in terms of being able to influence and implement change within the industry. We have been an audience to the brand influencing change for decades – to revolutionising the wearing of the colour black, to creating a power suit for women, to creating the number one best-selling perfume in the world, Chanel Number 5. This evidence sparked inspiration for my campaign as I considered the potential reasonings for why a luxury market leader like Chanel would stop taking advantage of revolutionising market trends and reaching out to new markets when this is the precedent that they have set for their whole brand run?
I quickly realised that Chanel has made no efforts to progress into the digital world and are yet to engage in Metaverse, and my research shows that youth audiences feel most connected to brands who are making efforts to market towards a social and interactive consumer base – leading me to realise that Chanel has a gap in the market of bridging the disconnect between them as a luxury brand and a youth audience. The brand has very out-dated and non-progressive ideas about how to connect to younger audiences. My research has involved looking into the impact of luxury brands choosing not to delve into methods of digital marketing and communication, and the impact appears to result in these brands missing out on connecting to wider audiences as a result of not creating engaging and interacting campaigns that fulfil the needs and wants of a Generation Z audience. Instead, Chanel is a brand that is reliant on traditional aspects of marketing and communication with their consumer, such as traditional print media magazines, including Vogue, and traditional industry style runway fashion shows. My gap in the market is look into ways that Chanel can progress into creating digital and Metaverse related campaigns with a sustainable message that resonates with Generation Z consumers to allow the brand to remain relevant and competitive with fellow luxury market brands who are already capturing the attention and involvement on Generation Z audiences.
My desired outcome for my 360 campaign is to create a visually compelling PR narrative, taking iconic luxury brand Chanel into the Metaverse and technological communication spaces in order to keep the brand in strong connection with emerging Generation Z audiences, who are more demanding of consuming all brand experiences virtually, whilst also having their needs and wants fulfilled by luxury brands. My research shows that Chanel is currently facing a disconnect between younger audiences due to the brand not venturing out into creating new ways of contributing meaningful narratives to Generation Z – missing out on gaining the buying power of an entire generation due to the brand sticking to their traditional marketing and communication efforts. The purpose of my campaign is to create a PR narrative displaying a digital change movement for Chanel, as they venture into sustainable virtual fashion. As a brand who has not been afraid to revolutionise change within the industry, my campaign aims to highlight a resolution to Chanel’s gap in the market of staying traditional in their marketing activities - which appears to be harming the brand in terms of engaging with contemporary opportunities and reaching out to new audiences.
The narrative behind my campaign is to produce a collaboration between fashion giant Chanel, with iconic media outlet, Vogue Magazine, with aims to create an editorial campaign featuring a collection of Chanel NFT’s that is targeted towards a Generation Z audience. The message behind the campaign is to demonstrate to Generation Z audiences that Chanel is a brand who are willing to create new and exciting ways for youth cultures to engage with fashion that is sustainable, giving the consumer what they are demanding, whilst also demonstrating that the brand can remain interactive and form new connections with new audiences as we progress into a digitalised industry. Likewise with including Vogue Magazine as a collaboration partner, my campaign also aims to highlight the possibilities of how media publications and platforms can become more digitalised in their practice, including adapting to industry changes and changes in consumer demands. The campaign will be visually compelling to illustrate how Chanel can re-establish their status within the luxury fashion sector after being overtaken by industry competitors, whilst showing youth audiences that the brand is willing to adapt to industry changes. I have chosen to collaborate with Vogue Magazine, as this magazine has the power to influence a mass market, due to everyone no matter what age demographic knowing about the impact of this media outlet.
In order to get a powerful message out there to a large audience about implementing change within the industry, I believe there is no better platform to launch a collaboration to impact Generation Z as the magazine acts as a vocal influence to mass markets.
The editorial will be featured and promoted across a new TikTok account which is home to the Chanel x Vogue digital NFT collaboration, as social media is the most visually engaging and interactive platform which appeals to Generation Z audiences. I will also be promoting my campaign on Instagram, as this platform is an essential part of a Generation Z consumers everyday life. Audiences that engage with the page will be given an access code to a Non-Fungible Token (NFT) where consumers can show off and wear their NFT digital clothing across social media platforms like Instagram and TikTok, extending the message of how digital fashion creations can act as a sustainable alternative to physical fashion. The extended message will also help target consumers to visualise Chanel’s ability to keep up with industry digital progressions. The collaboration aims to fulfil Generation Z audience demands, whilst also re-imaging the Chanel brand and their image in a digital world. I plan to produce an editorial NFT styling campaign lookbook, a series of behind-the-scenes content videos and a series of videos for TikTok content to engage a Generation Z audience. These outcomes of my campaign aim to resolve my previously stated gap in the luxury market by creating a PR campaign that illustrates to Generation Z audiences how Chanel can re-imagine their image, connecting to a youth audience and creating awareness on how luxury fashion brands can create sustainable fashion using digital technology and digital communication channels.
During the creative process of creating the actual imagery and videography for my campaign, I have decided that I am going to take the roles of Creative Director, Stylist and Photographer because I believe I understand my creative vision and I believe I can best execute the image and aesthetic that I have planned based on my campaign research. I will use Instagram and TikTok to promote my campaign, particularly creating editorial images and short-form video content as Generation Z finds this type of media communication the most digestible and entertaining. As a member of a Generation Z audience myself, I believe I have a vision and understand what a youth audience is wanting from luxury brands, therefore I think taking on the roles above will allow my campaign to have a strong visual narrative within the PR message I am trying to communictae. I would like to source models and well as secure a studio space when actually creating my campaign, as I feel that Chanel is best represented in a clean and minamilst visual format. During the post production process of creating my campaign, I plan to experiment with visual edits on Photoshop and Premier Pro to create a more futuristic and NFT virtual fashion feel to my campaign outcomes.
After collecting extensive research during my ‘brand me’ component, researching into key influences that have helped me support and develop my final 360 campaign concept and creating primary visual imagery, I have created a PR campaign concept that aims to provide a resolution for a gap in the luxury market level. After discovering a disconnect between luxury market leader, Chanel, with the Generation Z audeience, I have created a campaign that bridges the gap in this disconnect, which aims to create a stronger brand to consumer connection with a Generation Z audeince, fulfilling their needs and wants. After researching into the sustainable demands of youth audiences and possible technology-based and Metaverse soltuions to issues in overconsumption, I believe I have created a suitable solution to the industry gap in the market, resulting in me to create an awareness campaign to youth audiences in relation to NFT creations, using digital media channels of communciation.
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