LIBBY CHAMBERLIN AD6605 CONCEPT DIRECTION AND DEVELOPMENT 360 CAMPAIGN BOOK 1903788 WORD COUNT: 3289
Contents 1-2 3-6 7-12 13-18 19-28 29-32 33-34 35-36 37-38 41-42 43-44 45
INTRODUCTION CONSUMER WHY LUXURY STEETWEAR? MY CAMPAIGN INFLUENCES 21-24 A-COLD-WALL 25-28 OFF-WHITE OUTCOME PLAN BACKUP PLAN STRATEGY TIMELINES CONCLUSION ARTEFACT REFERENCES IMAGE REFERENCES
INTRODUCTION
This book will focus on how I have created a 360 campaign strategy and idea based on my findings from my ‘brand me’ report. Following on from my brand me findings, I will be creating work which fits the streetwear accessible luxury market. My work will represent a structured and contemporary presence. Throughout this book I have discussed how my research and influences helped me to find a gap in the market to produce a 360 campaign. I have demonstrated a clear understanding of what my brand stands for and the reasonings behind my brand messages and values. The aim of my 360 campaign is to highlight the gap in the luxury streetwear market for womenswear. My 360 campaign will focus on the message of acceptance and diversity. I have outlined the journey I plan to take in order to reach my finished product.
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CONSUMER
My 360 campaign will target Generation Alpha. Through my research I have been able to understand Generation Alpha’ future needs and consumer habits. Generation Alpha includes members born between the year 2010 and 2025. By the time they have all been born there will be almost 2 billion members, making this generation the largest in history. As the oldest members are only just aged between 11 and 12 it’s down to researchers to characterise the new generation of consumers. Even the size of the generation itself, my campaign will have the biggest impact on Alpha’s.
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It is important to understand the qualities of Generation Alpha because they represent the future and provide an insight into the next decade. Although we don’t know a great amount about this generation yet we can predict a few things about them by analysing the demographics. However, we do know that they are linked to their millennial parents. Generation alpha are seen to be influenced by millennials and their brand loyalties, however they also have their own goals and values. Generation alpha will develop similar preferences as their millennial parents.
Increased access to technology means that consumers will have more choice than ever and more tools at their disposal. These resources allow alpha consumers to research and scrutinise their opinions before making their own decisions and choices. To be effective, brands must provide the authenticity and diversity that the future consumers expect. Generation Alpha stands to be the most educated generation to date. They will have increased cultural diversity and individuality.
It is expected that generation alpha will have brand loyalties, passed down from their parent’s beloved brands. Generation alphas already stand out from Gen Z in their worldliness and brand awareness. Brands will need to understand generation alpha’s lifestyles, values and self concepts. Generation will be confident, savvy and curious.
In multiple sources online they talk about this generation being more involved in technology, more likely to be surrounded by college educated adults and even more racially and culturally diverse than the generation before them (Casey, 2020). These consumers will also be concerned for their rights as individuals. The digitally native generation will utilize the power of social media to keep up to date with the world happenings and to participate in protests.
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WHY LUXURY STREETWEAR?
Streetwear, or at least the more broadly termed urban fashion, refers to a distinctive style of street fashion, which has its roots in Californian and skate culture, but also involves elements of hip-hop fashion, modern high fashion and haute couture. Pioneers of the movement include James Jebbia, founder of Supreme, and Shawn Stussy, founder of Stüssy. Designer Dapper Dan played a pivotal role in elevating streetwear to luxury as early as the 1980’s out of Harlem, New York, creating styles for hip-hop artists who were shunned by traditional luxury brands at the time (Streetwear History & Definition, 2022). Like any other major cultural movement, streetwear should not be viewed as a trend within fashion. However, as the fashion leg of a bigger shift which is largely driven by culture. The rich history and fusing of cultures is exactly what makes streetwear labels the perfect advocate to champion important causes. It’s built into their brand DNA and participation in this community means vocalizing and fighting against injustices everywhere (Team, 2022).
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Figure 1
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When initially thinking about where I fit in the industry, I immediately thought streetwear as that is what I’m most interested in. Streetwear plays a huge part in influencing my style and it’s an area which greatly inspires me with its meaning and messages. During my research I was able to read parts from “The New Luxury: Highsnobiety”. This publication explores the interplay between cult streetwear brands and elite fashion houses. Something I found interesting was the idea that fashion trends start from streetwear and then are used by luxury brands,
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From my research, I concluded that my brand will sit in the accessible luxury market. I noticed that the main brands I am influenced by sit in the lower end of the high-end sector of fashion. Brands within this market level embody values and aspirations of their consumers. I think luxury fashion is the future however I want my brand to be accessible for everyone with a lower price tag. It is important that my brand is inclusive unlike many luxury brands. As Vogue’s International Editor Suze Menkes says, “Luxury today needs to redefine the way it’s presented to be comprehensive to different generations and different cultural groupings.”
I believe it is important for brands to have a more accessible attitude in order to resonate with the more politically engaged, globally aware consumer who values diversity and ignores the status quo. Streetwear brands are a prime example of engaging today’s youth and have a very open and diverse attitude. Virgil Abloh said “My approach is to make the creative industry inclusive, not exclusive, shifting the veil of secrecy feels new.” Through drop culture streetwear brands have created clothing which is both accessible and exclusive. The effect of this is Gen Z and Alpha value inclusivity and expect luxury brands to create accessibility. The future of the luxury market is transparency and sharing values with their consumers. Accessible luxury can still be exclusive. Limited editions, localised products and unexpected collaborations are just some of the ways streetwear brands ensure this. ( News, 2022)
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MY CAMPAIGN
The aim of my 360 personal campaign is to highlight the gap in the luxury streetwear market for womenswear. My 360 campaign will focus on the message of acceptance and diversity. My campaign will create awareness for women in the streetwear market and create a space where they can feel accepted and included. Throughout my research I have concluded the importance of creating a campaign which portrays the messages of diversity and inclusivity in the luxury streetwear market. My ‘brand me’ research has massively influenced my desire to demonstrate these elements in my campaign. I realised my upbringing and childhood has had a big influence on my values which is why I wanted to include them in my brand. I want my brand to be aligned with these values as well as promoting equality and cultural acceptance. My campaign will be a way for females part of Generation Alpha to feel accepted into the streetwear market. I thought this would be a great opportunity to shine a new light on womens streetwear.
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Figure 2
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For many years, streetwear has primarily catered to men, leaving women left on the sidelines. The communities who originally commenced streetwear were mainly male dominated. Therefore, the streetwear style was originally embraced and driven by men, creating masculine looks. Although streetwear collections are usually unisex there is a growing gap for brands to design collections explicitly with the female consumer in mind. “From the very start, streetwear has been this weird, strangely male thing,” says Bobby Kim, owner of The Hundreds, a Los Angeles streetwear label founded In 2003. While it was mainly men who adopted streetwear early on, females also contributed to this however went unrecognised. When Supreme was first founded it was a joint effort between Jebbia and Fusco, although women like Fusco rarely receive the recognition they deserve.
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Figure 3
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The women’s streetwear market is poised for extreme growth and there’s a huge gap for it to become more accessible. When researching streetwear brands founded by women I was shocked at how little I found. A brand favoured by Billie Eilish and Hailey Biber is the brand ‘MISBHV’ founded by Polish designer Natalia Maczek. MISBHV is known for streetwear featuring deconstructed T-shirts, oversized and hoodies. Another brand my research led me to was Ashley Williams. Ashley Williams streetwear is instantly recognizable. Softcore dressing, cheeky graphics are adorned on fleeces and puffer jackets sweetened with hyper-feminine styling.
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INFLUENCES
Through my research I have been able to see how luxury brands in the streetwear market are currently using cultural commentary to connect to their consumers.
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A-COLD-WALL
A-Cold-Wall is a fairly new brand to the high luxury world of fashion. A Cold Wall has made a massive impact with its aesthetic consistency of innovative structured compositions, blurring the boundaries between streetwear and high end fashion. This brand was founded by Samuel Ross in 2015, he self-funded his clothing line and brought his artistic essence to life. Ross took basic closet pieces and transformed them into unique statement apparel. The title “A Cold Wall” is an ingenious play on words imitating “A Cold War” to establish their niche within the fashion industry. Samuel Ross was brought up in a working class environment and has been influenced by the community around him, public housing and the concept of clashing class systems. This is referenced throughout the high end luxury collection with working class uniforms implicating motives of capitalist retaliation. His collection merges British working-class uniforms with elements of Savile Row tailoring.
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Figure 4
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A Cold Wall’s clothing is constructed with high quality fabric to ensure longevity and comfort with a unique style for all men. Their bold colors are a faultless addition to the best men’s A Cold Wall clothing style, altering the culture of streetwear fashion. A Cold Wall’s collections have a contemporary style due to the architectural theme shown throughout. A Cold Wall only has six stockists worldwide, therefore the brand is very unique and exclusive. These traits increase the popularity and interest of the brand.
From my research I discovered A Cold Wall has collaborated with lifestyle brands such as Nike, Converse and Dr Martens. I found this interesting as it is an example of high luxury brands including cultural references into their brand which will appeal to Generation Alpha consumers who care about the brands they are buying into rather than the products they buy (DeAcetis,2019). A Cold Wall’s aesthetic and colour palette resonates with how I want my brand to look. The brand has a minimal approach and combined with their colour palette creates a contemporary presence. A Cold Wall also combines high luxury fashion with cultural references which is what I aim to achieve in my brand. I also chose this brand as it lies in the luxury menswear market which also has a strong emphasis on tailoring and streetwear.
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OFF-WHITE
Off-White is another influence of mine. Off-White is a luxury fashion label founded by Virgil Abloh. The history of Off-White started with a ‘vision from Virgil’, and soon became a brand on everyone’s lips. Off-White is best known for its diagonal lines and industrial yellow tape. The designs of Off-White flaunt streetwear in a unique light. Virgil states he is ‘defining the grey area between black and white’. As stated by Virgil Abloh, it isn’t easy to categorize it as a fashion or an art brand due to its diversity. Virgil has made diversity the heart of his brand.
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To ensure inclusivity in all sectors of the industry he recently launched the ‘Post-Modern Fund’ to help Black Students in the fashion industry. Though fashion has long been open to diversity, Abloh is nonetheless one of the few Black figures to have reached the summits of its hierarchy. And in the context of George Floyd’s death, Black Lives Matter and the acceleration of anti-racist protest, he no longer hides his desire to help his community (Alexis Thibault, 2022).
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Figure 5
Virgil’s commitment to promoting diversity was clearly demonstrated at his runway show in January 2021 for the Louis Vuitton autumn/winter-2021 menswear collection. The show took the form of a film streamed on the brand’s website. The video included all the references dear to Abloh. The collection’s presentation is thematically informed by James Baldwin’s seminal 1953 essay “Stranger in the Village”. Through his experiences as an African-American visitor in a Swiss village, Baldwin’s essay serves as a leitmotif for Abloh’s explorations of a familiar present-day experience by reflecting society’s established structure of cultural outsiders vs. insider (Louis Vuitton,2022). This video-runway show was as impressive in its formal beauty as it was in the message it delivers. The runway show featured an all-star cast of artists, the performance revolved around cultural heritage.
In Virgil’s spring/summer-2021 Off-White collection, Abloh continued his desire for creating inclusivity by questioning traditional gender codes. Abloh stated “But we will fight to give voice to those who are hidden, so that at last the economic system will resemble the real world. Diversity in fashion is not a marketing technique. We’re simply looking to give voice to those who are invisible so that they can at last give their own view on the way they’re shown, idealized and exploited.”
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OUTCOME
The final outcome of my project will be a digital magazine to promote my 360 campaign. I decided this will be a good way to keep my campaign interactive and therefore will target my consumer well. My campaign will be able to be easily accessed on mobile devices and will also include links to my social media campaign. I also plan to create a social media campaign in order to promote my work. I will use Instagram to create my social media campaign. This will allow my audience to feel connected with my brand and it will also create a sense of community. Included in my social media campaign will be video content in the form of reels and stories. As well as using Instagram to publish video content I will also experiment with creating TikTok content. Through my research I have found that video content is extremely successful in attracting younger consumers such as generation alpha. Studies are constantly showing how the amount of people watching videos on social media is. These short videos keep people’s attention, with generation alpha having an even shorter attention span this will be very important. Other ways of promoting my campaign will be the launch night and the exhibition in Chester. The launch night is a good opportunity for the public to physically see my work. I will present large images which best represent my campaign. as well as this I could also create a QR which will take people straight to my social media platform. 30.
In terms of the execution of my campaign I will be mainly involved in the directing and overseeing of the project. I plan to collaborate or hire a photographer to ensure my end product is high quality and looks professional. As for models for my content of video and imagery, I plan on using female models in order to deliver the message of equality and inclusivity for females in the streetwear market. If possible I will try to use multi-cultural models in order to represent the social consciousness aspect of my brand. This will also demonstrate that my campaign understands Generation Alpha’s values on inclusivity as I have previously learnt they are the most diverse generation yet.
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I will style the models myself using clothing which represents my brand and market level. I will use iconic streetwear pieces so that my styling is kept within the overall luxury streetwear market reference. I understand that there might be some small constings in order to produce my campaign, but I will do my best to make it as cost efficient as I can. For my location I will need to consider what will work best for the messages I aim to convey. I plan on shooting in both an indoor studio as well as a city location which will create an industrial environment.
SOCIAL MEDIA PAGE MOCKUP
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BACKUP PLAN
Due to the current ongoing Covid-19 restrictions I think it is necessary to have a backup plan in case circumstances arise where I cannot stick to my original strategy. In the case that I cannot work with other people and travel to my needed locations I have created a backup plan. This will involve an at home photoshoot and my sister will be my model. As I plan to have a location/outdoors shoot, depending on the restrictions I will consider social distance measures which I could use to still carry out this shoot.
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STRATEGY TIMELINE
In this time I will ensure that I have fully supported my campaign with relevant research and evidence. I will make sure I have future proofed my campaign and have a clear understanding of what I plan on creating. After this I will begin experimenting with possible styling ideas and locations. February- March I aim to contact anyone who I wish to work with in the creation of my campaign. This will give me enough time to contact people and give them plenty of notice. I will also start to test how I want my campaign and video content to look.
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March- April This is the time frame in which I will shoot my content and use this to create my social media campaign. I will remain organised and give myself plenty of time in case I have to use my backup plan due to any restrictions.
April-May This is the time I will give myself to make any final edits and adjustments to my campaign. I will get all the relevant content needed printed off ready for launch night and the exhibition. I will need to consider how I will present my campaign to the public in the exhibition.
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CONCLUSION
To conclude, I am pleased with my 360 campaign and the strategy I have created to get to my final product. I have been able to clearly demonstrate the journey of how I have reached my final idea through research and analysis. I have been able to find a gap in the luxury streetwear market and target Generation Alpha. The aim of my 360 campaign is to highlight the gap in the luxury streetwear market for womenswear. My 360 campaign will focus on the message of acceptance and diversity. My messages will be shared through a social media campaign and various platforms to create a digital space for Generation Alpha and create a sense of community. My social media campaign will align with Generation Alpha consumers as they are digital natives and have not known a world without social media. My research has helped me to understand my consumers and market level and ways in which I can future proof my brand.
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ARTEFACT
Alongside my 360 campaign I have created a website which is a space where I can present my digital profile. This will act as a digital portfolio which will include some of my best work from University. Having a strong digital presence is extremely important in the industry I want to go into after University and is a great way for potential future employers. Within my website I have included some of my strongest and favourite pieces of work from my final year in University as well as previous years. The website includes work from my Concept Development, Fashion Forecast and Brand Development modules. https://libbychamberlin15.wixsite.com/website/concept-development
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REFERENCES 2022. [online] Available at: <https://uk.louisvuitton.com/eng-gb/magazine/articles/men-fall-winter-2021-show-paris# Brands, B., 2022. To Survive, Streetwear Must Abandon Sexism. [online] HYPEBEAST. Available at: <https://hypebeast.com/2018/3/sexism-streetwear-women-boys-club Carter, C., 2022. The Complete Guide To Generation Alpha, The Children Of Millennials. [online] Forbes. Available at: <https://www.forbes. com/sites/christinecarter/2016/12/21/the-complete-guide-to-generation-alpha-the-children-of-millennials/?sh=4e299b853623 Numéro Magazine. 2022. Interview with Virgil Abloh : “Diversity in fashion is not a marketing technique”. [online] Available at: <https://www.numero.com/en/mode-homme/virgil-abloh-louis-vuitton-off-white-diversite-interview Jogo, T., 2022. A-COLD-WALL* [@acoldwall] trusts the customer with the brand. – GUAP – The Home Of Emerging Creatives. [online] Guap. co.uk. Available at: <https://guap.co.uk/a-cold-wall-trusts-customerwith-brand Hero. 2022. Samuel Ross unpicks the references and motifs behind A-Cold-Wall* – HERO. [online] Available at: <https://hero-magazine. com/article/148926/samuel-ross-unpicks-the-references-and-motifsbehind-a-cold-wall
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Strategyand.hypebeast.com. 2022. Streetwear History & Definition. [online] Available at: <https://strategyand.hypebeast.com/ streetwear-report-history-definition The Face. 2022. The 9-5 future looks bright at A-COLD-WALL*. [online] Available at: <https://theface.com/style/a-cold-wall-aw21menswear-fashion-samuel-ross FashionBeans. 2022. The Best Streetwear Brands In The World Today | FashionBeans. [online] Available at: <https://www.fashionbeans. com/article/best-streetwear-brands/ McCrindle. 2022. Understanding Generation Alpha - McCrindle. [online] Available at: <https://mccrindle.com.au/insights/blog/ gen-alpha-defined/ Dalziel & Pow. 2022. Why accessible luxury is winning over Millennials and Gen Z | News. [online] Available at: <https://www.dalzielpow.com/news/accessible-luxury-millennials-gen-z
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IMAGE REFERENCES
Figure 1: Nast, C., 2022. These Three Collabs Feel an Awful Lot Like the Future of Fashion. [online] GQ. Available at: <https://www.gq.com/story/ vuitton-dior-matt-williams-drops Figure 2: 2022. [online] Available at: <https://nobasicgirlsallowed.com/ the-hottest-womens-streetwear-brands-to-keep-on-your-radar/ Figure 3: Brown, I., 2022. Black Women Have Been Erased From Streetwear–These Women Are Changing That. [online] Who What Wear UK. Available at: <https://www.whowhatwear.co.uk/black-women-andstreetwear-culture Figure 4: Sevenstore.com. 2022. A COLD WALL* | SEVENSTORE. [online] Available at: <https://www.sevenstore.com/editorial/a-cold-wall/ Figure 5: Brands, B., 2022. Off-White™ Links With WeChat for Unexpected Capsule Collection. [online] HYPEBEAST. Available at: <https://hypebeast.com/2020/12/off-white-wechat-capsule-collection>
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LIBBY CHAMBERLIN AD6605 CONCEPT DIRECTION AND DEVELOPMENT 360 CAMPAIGN BOOK 1903788
