VISIBLE VISIBLE BRAND BOOK
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AD6606 BRAND MANAGEMENT BRAND BOOK LIBBY CHAMBERLIN
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CONT ENTS
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CHAPTER 1 : 10-11 INTRODUCTION 12-13 CAMPAIGN PLAN 14-15 SWOT ANALYSIS 16-17 INSPIRATIONS 18-19 POST EXAMPLES
CHAPTER 2: 22-25 CONSUMER 26-27 MARKET LEVEL 28-19 BRANDING 30-31 LOGO DEVELOPMENT 32-35 COMMERCIALISING THE CONCEPT
CHAPTER 3: 38-39 WHY A SOCIAL MEDIA CAMPAIGN? 40-41 INSTAGRAM MOCKUP 42 - CONCLUSION 44- REFERENCES 45- IMAGE REERENCES
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CHAPTER ONE
INTRODUCTION The purpose of this book is to explain in depth my processes and ideas surrounding my final major project. I will demonstrate my reasonsings for using a social media campaign and digital zine for my final major project, surrounding creating an accepting community for women in the streetwear market. I will explain the process of creating my Instagram platform focussing on creating a positive and diverse space for women. The first issue of my zine focusses on positivity and acceptance for women in the fashion industry. I will explain my projects messages and narrative and all marketing areas within my work from branding to my final campaign and reasonings behind each concept.
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CAMPAIGN PLAN
My final campaign is titled ‘Visible’. I chose this name for my campaign as I believe it resonates with the messages I am trying to convey of shining a new light for women in the streetwear market. The definition of visible is ‘able to be seen’. I want my campaign to make women feel accepted in this market and for them to be seen as equals. It is important to teach the Generation Alpha that we are equals and deserve the same opportunities as well as being able to feel accepted. The aim of my social media campaign is to create an online presence where I can create a sense of community where consumers are able to feel connected towards my brand and where women can feel accepted and free to express themselves. By encouraging women to be confident in themselves and teaching people the importance of inclusivity and acceptance, hopefully positive steps forward can be made. As part of my final major project I will be creating a social media campaign on Instagram targeted at female generation Alpha consumers. By creating a social media campaign I will spread these messages to the next generation of fashion consumers. My social media campaign will include meaningful and engaging posts which will create a sense of community for women. By creating an online community of like minded and positive consumers and providing a safe space my campaign will aim to shine a new light on women in the streetwear industry. I decided this will be a good way to keep my campaign interactive and therefore will target my consumer well. As well as my social media campaign I intend to create a digital brand zine to promote my campaign. I believe creating a digital zine will be a beneficial way to convey my brand messages and will also appeal to my consumers.
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SWOT ANALYSIS In order to develop a further understanding of my campaign I created a SWOT analysis (strengths, weaknesses, opportunities and threats). This has allowed me to highlight areas for future strategic development. This SWOT analysis has helped me to determine the direction and strategically plan my social media campaign.
-Needs consistent uploads. -Complaints and negative comments are visible to the public. -Social media is a highly competitive marketespecially in the fashion industry. -Information is from secondary sources meaning it has to be referenced.
STRENGTH -I have well defined my target audience. -Use of hashtags to increase my audience reach. -Quality over quantity in terms of posts in order to not overwhelm my audience. -Cost effectiveness. -Effective source of communication -Higher conversation rate. -Ability to build relationships with audience. -Targeted at the next generation of consumers therefore my campaign is forward thinking.
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WEAKNESS
OPPORTUNITIES -Few competitors in my area -Niche target market. -Strong loyal and educated community. -Increasing number of users on social media.
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-Competing with other educational/ empowering social media pages which already exist. -The fashion industry is always changing and evolving. - Changing audience attitudes towards topics relating to. -Changing algorithm of social media platforms.
THREATS
INSPIRATIONS
During the process of creating my social media campaign I researched Instagram accounts which shared educational and inspirational posts. This gave me an insight into what accounts similar to the one I hoped to create were doing and how to make mine a success. I came across many different Instagram pages ranging from positive and empowering quotes for women to body positivity to streetwear inspiration for women. The pages which stood out to me the most were the ones including positive and empowering quotes as they are incredibly inspiring.
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A few of these accounts which stood out to me are Smiley, Bodypositivtyadvocacy and the womensorganisation. Not only are these pages extremely educational and inspiring they are also very aesthetically appealing and eye-catching. Through my research on Generation Alpha I have learnt how important it is to use engaging content as they can tend to have a short attention span. Therefore I need to make my content short and catchy. In order to gain a strong audience and community I need to make sure the message I am trying to convey is clear and authentic.
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POST EXAMPLES
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CHAPTER TWO
TARGET CONSUMER From the very start of this journey it has been crucial to consider my target consumer. The target consumer for my final major project is Generation Alpha. Generation Alpha represent the future and provide an insight into the next decade. Although we don’t know a great amount about this generation yet 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. It is expected that generation alpha will have brand loyalties, passed down from their parent’s beloved brands. Generation alpha’s already stand out from Gen Z in their worldliness and brand awareness. Generation Alpha are unapologetically themselves, disregarding gender stereotypes and cultural norms but still considering how others see them in their online presence.
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CONSUMER PROFILE
My target consumer for my social media campaign is a girl named Tilly who is 12 years old, born in 2010. Tilly is one of the first individuals of Generation Alpha and will be entering her teenage years in the next few years making her the key demographic age for my brand. Tilly comes from a diverse family in terms of race, ethnicity, structure and finances. Growing up Tilly has been taught the importance of acceptance, equality and what is morally right. When Tilly reaches her teenage years she will start to become more interested in expressing her own style and understanding social matters such as diversity and women empowerment. As a Generation Alpha individual, diversity and acceptance is embedded within her generation and influences. As an Alpha, Tilly is unapologetically herself, disregarding gender stereotypes and cultural norms but still considering how others see herself in her online presence. Mia has a high level of digital skills due to being brought up in the prime of the digital age. Since a little girl, Tilly has been surrounded by technology and has access to social media at her fingertips. As Tilly reaches her teenage years, as well as spending time with friends she also loves spending time on social media platforms such as Instagram and TikTok. Tilly loves staying up to date with the latest trends and what’s popular at the time. Tilly has gained a strong passion for fashion, and has been able to express herself through how she dresses. Through influencers she follows on Instagram and her own style changing she has been more and more interested in streetwear. As the industry of influencers increases Generation Alpha are more motivated to buy clothing they are promoting. Tilly will be more inclined to buy luxury pieces of streetwear clothing. However in her teenage years she only has a part time job doesn’t earn enough for the top end luxury brands. Tilly wants to have material items of clothing which suit her style and shops from the accessible luxury market.
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MARKET LEVEL My final major project 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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FIGURE 3
BRANDING Throughout my final major project the colours I have mainly used have been black, blue and pink/ red. The most common colours used have been black and blue throughout. The colour black has many different meanings and connotations including protection and simplicity. As previously learnt in my Brand Me module I developed the understanding that I am drawn to a simplistic and minimal aesthetic with pops of colour which I hoped to reflect within my branding. The colour blue also has many meanings such as feelings of calmness and serenity and can be described by many as peaceful and secure. Many social media pages and websites incorporate blue into their branding as it represents creativity and loyalty which is what I hope to create. Throughout the process of my final major project I have been influenced by graffiti and street art. Street art is seen in many places as a way for people to publicly express their opinions and social messages by leaving written messages in public spaces. Graffiti such as spray paint effects have been used throughout my imagery and I also shot part of my photoshoot against street art to fit the wanted aesthetic. I have tried to create a cohesive and simplistic look throughout my social media page to also match my desired aestehtic.
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LOGO DEVELOPMENT For my logo, I wanted it to be bold and futuristic to cater for the future generation. It was also important that my logo would fit in the streetwear market therefore I tested it amongst other streetwear brand’s logos and was happy with how it fitted in. My final campaign is titled ‘Visible’. As previously said I chose this name for my campaign as I believe it resonates with the messages I am trying to convey of shining a new light for women in the streetwear market. The definition of visible is ‘able to be seen’. I experimented with a few different fonts and backgrounds on Illustrator and finally decided on the font ‘cybergrose’. I wanted my logo to be bold and eye-catching in order to stand out. First I experimented using just black but then decided it looked too plain so decided to add a pop of blue and pink on two separate logos. I decided to create two different colour options of my logo so I can swap and change them to suit different imagery. However, the blue logo will be my main logo used for things such as my Instagram profile picture. The colours I have used for my logo coincide with my branding. Below are my final logos.
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VISIBLE VISIBLE
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COMMERCIALISING THE CONCEPT To ensure my campaign is well-rounded and effective I have decided to create a range of commercialised t-shirts. From testing different designs these are the chosen ones. This collection is made up of four different women’s oversized t-shirt designs. These t-shirt designs are simple but also bold and eye-catching. Two out of four of these designs are the same but in different colours, blue and pink of the campaign’s logo ‘visible’. The other two designs (one pink, one blue) have a small logo on the front of the t-shirt and a graffiti print on the back. Each of my designs includes all three colours which I have used throughout the process of my final project. I decided to use a small logo on the front with a larger design on the back as this is how most streetwear t-shirts are designed and I wanted to keep the streetwear look. It was important that I made these designs bold to catch the eyes of Generation Alpha. I kept all t-shirts white to keep it classic and simplistic. I have used the colours blue and pink to keep the same colours which run throughout my branding and project. I chose to create this collection within my project as it adds another element to my campaign where my consumers can wear these t-shirts and feel even more connected to the brand. As well as this it shows that I can work in a more commercial way and has allowed me to develop my digital skills in creating designs. You can see my process of creating these t-shirts and my testing in my Concept Development and Process Book.
BACK FRONT
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SWING TAGS The packaging of a brand’s collections is often as important to consumers as the item’s they have bought as it acts as a symbol of a new purchase and identifier of the community and brand messages they have aligned with. Consumer’s can also keep this a type of keep sake. Therefore, I have decided to create swing tags for my collection using the brand logo. The swing tags add a personal touch to the t-shirts as authenticity and personalisation is key to capturing the attention of Generation Alpha.
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CHAPTER THREE
WHY A SOCIAL MEDIA CAMPAIGN?
I decided to create a social media campaign for my final major project as I believe it is the most effective way to convey my brand purpose and messages of creating an accepting and positive space for women. As well as this, a social media campaign best suits my skill set and capabilities in order to successfully execute it.
Social media platforms are a great way to increase a brand’s visibility and enable you to reach a wider audience, globally. As well as this it allows you to engage with your audience and build an effective social presence which in time creates positive interactions. I hope for my social media campaign to create a sense of community where my target audience can feel accepted and inspired. Lastly, in order to target my desired audience of Generation Alpha I need my campaign to resonate with them therefore this is the best way to reach them. From my research I discovered Generation Alpha are heavily influenced by technology and more socially connected than any generation before. Creating a social media campaign will allow Generation Alpha to feel engaged and part of the brand. As Generation Alpha grows up they will shape the social media landscape and become the most technical savvy generation to date, therefore social media being the best way to share my campaign.
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Although I had decided to create a social media campaign, I still needed to decide which platform I would use. There are many social media platforms I could have chosen from including Instagram, Facebook, and TikTok however I needed to decide which would suit my campaign the best and which would be most beneficial. I chose Instagram as my platform of choice. Instagram is an extremely popular and effective platform which allows you to grow and reach your audience. Instagram is also extremely popular with younger generations who are growing up surrounded by technology. As well as this, I use Instagram every day and therefore believe I have enough knowledge to successfully execute a campaign on this platform.
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According to SocialPilot more than 1.15 billion people actively use Instagram every month and 90% of all users on Instagram follow at least one business account (Gaurav Sharma 2022). Not only is there less competitors on Instagram, compared to Facebook it also gives you a larger scope of marketing success. Another beneficial tool to use in my social media campaign is the use of hashtags. Hashtags will be a great way to expand my audience and enable me to reach more people. By using hashtags in my posts it will appear on the page for that hashtag meaning it will be seen by more people. People who don’t follow me could even see my posts in their feeds by following my hashtag. This tool will enable me to create a sense of community and hopefully motivate my audience to engage with my campaign. I will use the hashtag #VISIBLE in my campaign.
INSTAGRAM MOCKUP
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REELS To keep the target audience of my campaign engaged I have created reels to add to my Instagram page. From my research I found that reels provide Instagram users with higher engagement rate due to the explore page displaying more video content than images. The reels I have created show final edits of my shoot content and the stages I took to reach my final point to show a well-rounded view of how my campaign reached its finalised point.
TIKTOK As Generation Alpha will be the most digital native generation I thought it would be beneficial to create a TikTok account to promote my campaign further. This will also allow me to reach a larger range of audience and consumers included in Generation Alpha. From my research I realised there are not many streetwear brands with TikTok accounts, therefore creating one for my brand would be effective and new.
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CONCLUSION To conclude, I have demonstrated my reasonings and thoughts being my social media brand campaign ‘Visibible’. I have explained in depth my inspirations and developments through the process of creating my campaign and photoshoot. The main focus of my project is positivity and acceptance for women in the fashion industry.
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REFERENCES
Battman, R., 2022. 6 reasons why social media can be so effective for your business - rbl. [online] RBL Brand Agency. Available at: <https://rbl-brandagency.com/6-reasons-social-media-business/#:~:text=A%20cost%2Deffective> [Accessed 20 May 2022]. Campaign Solutions | A Full-Service Digital Consulting Firm. 2022. Campaign Solutions - A Full-Service Digital Consulting Firm. [online] Available at: <http://www.campaignsolutions. com/> [Accessed 20 May 2022]. Agorapulse. 2022. Hashtag Help: Your Complete Guide to Instagram Hashtags. [online] Available at: <https://www.agorapulse.com/blog/instagram-hashtags-guide/> [Accessed 20 May 2022]. Verywell Mind. 2022. How the Color Blue Impacts Moods, Feelings, and Behaviors. [online] Available at: <https://www.verywellmind.com/the-color-psychology-of-blue-2795815#:~:text=Because%20blue> [Accessed 20 May 2022]. Social Media Marketing & Management Dashboard. 2022. Instagram Hashtags 2022: The Ultimate Guide. [online] Available at: <https://blog.hootsuite.com/instagram-hashtags/#:~:text=Hashtags%20are%20an%20important%> [Accessed 20 May 2022]. McCrindle. 2022. Understanding Generation Alpha - McCrindle. [online] Available at: <https://mccrindle.com.au/insights/blog/gen-alpha-defined/> [Accessed 20 May 2022]. SocialPilot. 2022. Why do Brands Prefer Instagram over Other Social Media Platforms?. [online] Available at: <https://www.socialpilot.co/blog/instagram-over-other-social-media-platform> [Accessed 20 May 2022]. SocialPilot. 2022. Why do Brands Prefer Instagram over Other Social Media Platforms?. [online] Available at: <https://www.socialpilot.co/blog/instagram-over-other-social-media-platform> [Accessed 20 May 2022].
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IMAGE REFERENCES
FIGURE 1 : Instagram.com. 2022. Login • Instagram. [online] Available at: <https://www.instagram. com/bodypositivityadvocacy/> [Accessed 17 May 2022]. FIGURE 2 : 2022. [online] Available at: <https://www.instagram.com/smiley/> [Accessed 17 May 2022]. FIGURE 5 : Highsnobiety. 2022. 10 Best Womens’ Streetwear Brands to Know | Highsnobiety. [online] Avai3able at: <https://www.highsnobiety.com/p/best-womens-streetwear-brands-2/> [Accessed 17 May 2022].
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AD6606 BRAND MANAGEMENT BRAND BOOK LIBBY CHAMBERLIN
