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Contents Page Project Aims
1
Film Styling Ideas
29
Brand Positioning Graph
2
Hair Ideas
30
Brand Positioning Explanation
3
Mango Web Mock Ups
31
Mango Clothing Line
4
Web Mock Ups
32
Mango Campaign Photographs
5
Fashion Film Launch
33
Mango Consumer Profile
6
Brand Identity
34
Mango Consumer Mood Board
7
Brand
35
Consumer Analysis
8
Mango Visuals
36
Value and Personality
Mango Promotions
10
Mango Campaign Photography
37
Mango SWOT Analysis
12
Niche Branding
38
Mango Advertising
13
Defining Brand Essence
39
H&M Consumer Analysis
15
Back Page
40
H&M Social Media
16
H&M SWOT Analysis
17
Zara Social Media
18
Zara SWOT Analysis
19
Model Photographs
20
Mango Model Casting
21
Filming Story Board
22
Location Mood Board
23
Mango Social Media
24
Filming
25
Fashion Film Story Board Ideas
26
Mango Story Board By Frame
27
Campaign Fashion Film
28
PROJECT AIMS
My aim for this project is to research a current fashion brand and create and develop a fashion film, that lasts between one and two minutes, that reflects the brands current trends and style choices. My brand of choice is Mango. This fashion brand was founded in 1984 but didn’t launch its first website until 1995. It is a modern contemporarybrand with simple garments and very minimal accessories. This brand wants to define its consumer as elegant and sophisticated but has a brand identity that also wants consumers to be free spirited and outgoing. This identity has been translated into my own fashion film through style choices, keeping my outfits simple and showing their versatility as well as mango does on their websites.
BRAND POSITIONING GRAPH
BRAND POSITION EXPLANATION
This brand-positioning map was the ideal way to identify Mango’s competitors. In terms of pricing and quality, Zara and American Apparel are direct competitors of Mango. However, Mango’s direct competitors in terms of brand identity and product are Zara and H&M. Because of this, I chose to use Zara and H&M as competi-
MANGO CLOTHING LINE
Mango is a high street clothing line that sits at the top of its market. They offer a fashion forward approach at a reasonable price, with great quality and durability. Mango wants to provide its consumers with a lifestyle that accommodates for their style needs. “ Our objective is to dress the urban and modern woman or man and also meets their daily needs� is a statement that Mango swears by when providing for its consumers.
MANGO CAMPAIGN PHOTOGRAPHS
MANGO CONSUMER PROFILE
The type of consumer that shops at Mango is ranging between twenty and fifty years of age. Although Mango caters for both men and women, there is a strong preference over the women’s wear collections that they sell. Mango aims for ethnic diversity and try’s to appeal to a younger generation with its newer collections, but still keep’s a classic styling that appeals to older audiences. The consumer’s lifestyle reflects that of a busy working class person with a good job and has high educational achievements. They have a mid to high income, that would be necessary for the consumer to live their chosen quality of life. This consumer has interests in art and fashion and could be creative, perhaps within art itself, in music or creative in business.
MANGO CONSUMER MOOD BOARD
CONSUMER ANALYSIS
The type of consumer that shops at Mango is ranging between twenty and fifty years of age. Although Mango caters for both men and women, there is a strong preference over the women’s wear collections that they sell. Mango aims for ethnic diversity and try’s to appeal to a younger generation with its newer collections, but still keep’s a classic styling that appeals to older audiences. The consumer’s lifestyle reflects that of a busy working class person with a good job and has high educational achievements. They have a mid to high income, that would be necessary for the consumer to live their chosen quality of life. This consumer has interests in art and fashion and could be creative, perhaps within art itself, in music or creative in business. This consumer is conscious of the impact that he fashion industry has on the environment and wants to stay loyal to a brand that follows the same values that the consumer has. Once the garment in their possession has come to the end of its life, the consumer will either give to charity or place it into a clothing bin.
PHOTOSHOOT
PHOTOSHOOT
Mango has over 7,800 employees and pride themselves on creating a pleasant working environment. Mango defines product concepts, store designs, quality clothing standards, price and brand image. Mango is a classic and chic fashion brand that wants its consumers to embody the charismatic and independent personality that the brand embodies. The brand promotes its clothing lines with online campaigns that are added to their YouTube channel. These videos capture Mango clothing in different environments to show the brands versatility among its consumers. Mango doesn’t fall into a niche category but it more caters for the everyday working person.
MANGO PROMOTIONS
MANGO SWOT ANALYSIS
Strengths Mango has a great selection of classic and tailor cut garments. All of the collections hey create and trend aware and fashion forward.
Weakness Some of the collections that Mango creates could be considered plain and possibly overpriced.
Opportunities A classic and chic London trend is always working for Mango. This gives them the potential to collaborate with other companies to carry on this chic trend.
Threats Mango creates garments that have been made by similar companies but are made a lot less expensively. For example, H&M makes basic white t-shirts for around ÂŁ6.00. These white t-shirts can then be made by Mango for double the price.
MANGO ADVERTISING
H&M ADVERTISING
H&M is a fast, fashion forward brand for both men and women but takes up a large segment of the women’s wear market. H&M are most successful at encouraging its customers to be conscious about the clothing purchases they make. For example, H&M already has a conscious clothing life that sells clothes that have been made from sustainably sourced fabrics. They also have a clothing bin scheme that
H&M CONSUMER ANALYSIS
H&M SOCIAL MEDIA
Social media is an important aspect of promotion to H&M, they have an Instagram account with a following of 17.5 million. The H&M Facebook page that has over 28 million follows, this is an important way for H&M to interact with its customers and this is where they post cam-
Strengths H&M have a great clothing selection that are all at affordable prices. They have a concious clothing range, a collection of clohing that is made from sustainable materials.
Weakness The clothing they sell in stores do not always come in the best quality or have the best fit. Their competitors have more tailored collections and need to improve upon their selection of clothing.
Opportunities H&M have previously done collaborations with companies such as Versace and Bulmain. This means there is always future possibility for other collaborations.
Threats H&M do not always stock a great selection and it sometimes pays to shop elsewhere for similar looking garments.
H&M SWOT ANALYSIS
ZARA SOCIAL MEDIA
Zara is a fashion forward men’s wear and women’s wear brand with a similar brand identity to Mango. They have a fast fashion approach, changing the stock in stores every two weeks. Zara’s most successful features include a fast turn around of stock. This knowledge of stock change means an increase in sales, as the customer doesn’t want to miss out on anything in store. Social media is also important for Zara. Facebook is its most followed form of communication, with over 24 million followers.
Strengths Zara makes high quality clothing, with a variety of creative combinations and well finished garments. They have a great range of classic cut clothing made from quality materials.
Weakness Clothing size ranges are not consistant, some ranges come in sizes that cater to slightliy larger people. However they seem to make more collections in smaller sizes, meaning they can only appeal to a slimmer consumer.
Opportunities Autumn/Winter always brings great opportunities for Zara in terms of outerwear and warm clothing. This brings chances for Zara to collaborate with companies that specialise in outerwear.
Threats Zara has a negative trend. Each summer season, they do not create a beach wear collection. However, this means that they have the ability to create one in the future.
ZARA SWOT ANALYSIS
MODEL PHOTOGRAPHS
For this film shoot, I chose my model because she defines model standards. She is tall and slender with a beautiful complexion and looks great with natural make-up. These are all features that are necessary for the type of casting that Mango already uses. However, after researching the type of models that Mango casts, they often cast unusual models. Because of this, I was determined to use my model even more because she has green coloured hair. I originally made plans for my film to be in black and white, as this is something that Mango does regularly for their feature films, but Mangos unusual casting choices meant I was able to bend the rules of modelling and film in colour to showcase her green afro.
MANGO MODEL CASTING
FILMING STORY BOARD
The filming took place in London, focusing mainly in Hyde Park, with features of monuments and places of interest, such as Marble Arch. Filming in London was important to creating the right visuals for a City Girl campaign that I created, based on the fashion films that Mango already creates, that all seem to have a campaign behind the reason for filming.
LOCAION MOOD BOARD
MANGO SOCIAL MEDIA
Mango has a section on their website called Edits. Here is where they upload their fashion films from each campaign with still shots from each film and a pricing list for the garment worn in the video. This is where I plan to feature my own fashion film and will also include still shots taken from my fashion film with a pricing list next to each garment. Mango features 30-second clips of their campaign videos on their official Instagram account. These films also include hashtag for the campaign and for mango itself. Here is where I plan to show my fashion film edit, with a 30 second clip and hashtags that will read as city girl, autumn winter 2016 and Mango fashion.
Filming took a number of days and started out with a suitcase full of ten different outfits. These outfits were condensed to six, but each outfit contained at least one item that had been previously paired with something else.
FILMING
FASHION FILM STORY BOARD IDEAS
Before filming my Mango campaign shoot, I firstly needed to create a nine frame story board that would help me to decide what shoots what be in each frame and what camera angle I planned to use. Frame One - A start up frame of the model walking through Hyde Park, wearing trousers and checkered top. Frame Two - Model meets with a friend (me filming behind the camera) for a coffee in a local coffee shop. Frame Three - Model rents a local Santander bike and takes it for a ride around the park. Frame Four - Model rides to pond to feed the ducks and swan. Frame Five - Take close up shot of details on the model outfit. Frame Six - Model climbs a tree and looks up into the leaves Frame Seven - Model travels through the tube station to her next destination Frame Eight - Model meets another friend at Oxford Circus Frame Nine - End with shot of bright lights in London and Mango logo.
MANGO STORY BOARD BY FRAME
CAMPAIGN FASHION FILM
This fashion film was intended to open the audience up to life as a girl in the city. I wanted to create an ideal that other people would aspire to when visiting a city. The style of filming consists of filming a real London girl on her travel around the city and the opportunities that the city offers but that don’t always get used.
Here is a screen grab of the sart up to my final fashion film.
Mango has a modern and contemporary style and I wanted to incorporate this into life around the city. My model already owned many Mango items and this made it easy to style her. I wanted to show Mango’s clothing versatility so paired some of the same items with others. For example the floral dress in the park during the day that is then featured on the steps of Oxford Circus at night.
Styling was easy, Mango has many plain or sparsely detailed items of clothing, so mixing and matching was effective. Styling was made up of teaming two-piece outfits together with accessories. This seemed to be most effective because my model was providing a fun and outgoing character that didn’t require over dressing as this would distract from life as a City Girl.
FASHION FILM STYLING
FILM STYLING IDEAS
I have set a time scale of three days. This includes choosing the outfits I want to feature in my film, model casting, filming in London and editing the film ready to be published. I will be filming the fashion film myself, using a canon camera and tripod. I have had previous experience filming so am confident enough that my skills will help in the filming process. Since my model will be show casing her natural hair, an afro, there will be no need for a hair stylist as it seemed appropriate that the model could style her own hair. Because the model make up was minimal, I took care of making sure that the make up was suitable for the film and applied it to the model myself. Filming took place over two days and a call sheet wasn’t necessary as there was only the model and myself.
HAIR IDEAS
MANGO WEB MOCK UPS
This fashion film will launch this month as it is an autumn/winter collection for this year. Mango generates campaigns with every fashion film it makes; this fashion film is no different. The campaign title is City Girl and it features a girl exploring what London has to offer. These films are uploaded to the Mango website, Instagram and YouTube. I plan to upload my fashion film to YouTube in a similar way to Mango to replicate their style of promotion. YouTube is an important tool to use when publicising Mango fashion films as the target audience that Mango applies to, use YouTube as a form of social media communication. I plan to reach my target audience through advertising online on the Mango website, YouTube channel and Instagram account.
FASHION FILM LAUNCH
BRAND IDENTITY
I plan to translate Mango’s soft and modern brand identity into my fashion film by carefully selecting the garments that I chose my model to wear. Mango’s garments are the defining point of its brand identity, without its clean cut garments and basic clothing that matches any outfit, Mango would not be considered a fashion forward contemporary brand that it is so well known for.
Mango Brand Value – Mango stands by its claim to dress men and women of the every day society in classic clothing with a stylish and smart fit. These values are demonstrated in their campaign videos that draw in its audience with an ideal of life as a loyal customer to Mango.
Mango Brand Personality - Mango is a very cool and independent brand, one that is hard to copy. Its competitors may have a similar clothing style but none have been able to replicate the lifestyle promises that Mango delivers or keep up with the quality garments and their affordable prices.
BRAND VALUE AND PERSONALITY
MANGO VISUALS
Campaign videos are an essential marketing strategy that Mango uses for each new collection of clothing they bring into store. Each one of these videos describes Mango in a different way. A recent fashion film ‘City Vibes’ shows two girls on their trip around New York City, this is the fashion film that inspired my own video, whereas another of Mango’s fashion films ‘True Romance’ is inspired by movement and displays two models in the country side, on a cliff allowing their surroundings to become part of their clothes. These campaign videos are a strong selling point for Mango and they entice people to want to shop
MANGO CAMPAIGN PHOTOGRAPHY
City Vibes
Driving To Nowhere
The Dusk Club
True Romance
DEFINING BRAND ESSENCE
Mango doesn’t have a niche selling point to their company but they do sell a lifestyle that could be considered a niche. This is something that its competitors aspire to, such as H&M; they also create fashion films as a form of promotion to sell the H&M lifestyle. However the H&M lifestyle doesn’t seem as desirable as the Mango lifestyle. Mango creates fashion films that make the consumer feel like part of an exclusive club and this is something that NICHE BRANDING
Autumn/Winter 2016 The City Girl