OLIVIA BUCKLEY SUMMER HOMEWORK RESEARCH 2021
Summer Research Book Concept Development and Direction AD6605 Olivia Buckley 1901813
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WHO AM I?
GROWING UP
My family consists of my Mum (Katie), my Nana (Pauline) and my Sister (Ellie). My family has always just been the four of us. I am very lucky to have always had what I needed and I am extremely grateful to my family for always being there for me. I loved going through all my old family photographs and memories over this project, my mum has huge albums up in the loft that we all went through reminiscing over holidays and days out as well as pictures of the older generations of my family my mum was telling us about. I think that family has the biggest impact on most people and who they grow up to be so it made sense for me to start this project looking at my family.
I had a lovely childhood on the whole. It is very easy to let certain things cloud your judgement of growing up for example my parents split when I was 6 and divorced when I was 10/11 and this had a huge impact on my childhood, however when I have looked back I am very lucky to have been surrounded by a loving family who always cared for and supported me. I have many amazing memories of growing up, my mum loves to take photos so looking back at the days out, holidays, christmas’, family celebrations etc was really nice. I was never bored as a child whether I was at my nana’s doing something creative or playing sports I always had something to do. I grew up with just females in my house...apart from the cat! I think that growing up in a very independent and strong household has impacted my personality. I have huge respect for the women in my life, they work hard to make sure that we have what we need but have also instilled a work hard and be rewarded attitude in me as nothing is ever handed to you on a plate.
MUM
My mum and I are extremely close. She
has always been the person that puts me and Ellie first and is always there for us. Without a doubt she is the most important person in my life. She is a single parent but has always made sure Ellie and I have everything we needed even if she was struggling on her own. I look up to her a lot, and admire her strength, determination, and selflessness. I am very proud of her and everything she has done on her own. For this reason she is my muse/only person I truely admire. My mum has brought Ellie and I up to be very polite and hard working and resilient young women. I have learnt from a young age that you have to work hard to get the things you want. I think this is an important mentality to have especially in this day in age. My Mum and I are very similar individuals, we are both funny and stubborn but we always want the best for others and ourselves.
DAD
My Dad and I have a rocky relationship. We aren’t that close. He left our family when I was about 6 and my relationship with him has grown to be very distant ever since. I prefer not to talk much about him given all that has happened, but he is still my Dad so I have included him in here. I don’t have the best memories of him/with him however these photos are from before he split with my mum. I remember him as a fun loving Dad who taught me to cook and bake when I was really little, however this has changed over the years. He doesn’t really know Ellie and I as his daughters, as he hasn’t been in our lives long enough to understand us or who we are/have turned out to be. I find this upsetting and I sometimes sturggle to deal with this, but I have moved on a lot in my life and only seeing him on rare occasions helps me to forget about the past.
SISTER My sister, Ellie, is the one person I tell everything to. We are pretty inseparable. She is two years younger than me, but we are very alike. This means we sometimes argue...but what sisters don’t! I am quite protective of her, but she is very independent as a person, not to mention sassy! She is not afraid to be honest with me and it means she is often very good at advice for someone smaller than me! We have always done everything together and I am very grateful for having a sister as growing up as I was never alone and we faced most things together. I admire her carefree and happy attitude to life as well as her strength.
NANA My nana is the most loving, supportive and wise woman. She is highly intelligent and always give the best advice. I think we are quite similar as people. She is outgoing, sociable and always busy but she always is there for us and is very funny too! I get my creativity my from nana. I used to go round to her house when I was little and do arts and crafts. She has always taken me to art galleries and museums and theatres etc to expand my outlook and cultural knowledge and teach me about the world. My Nana lived next to Hamilton Square in Birkenhead when I was growing up. I remember playing catch with Ellie on the grass under the clock before going back to my nanas for lunch at the weekends. She always knows which buttons to push to get me to open up and I can never hide anything from her! However, she is very good at giving me advice and imparting her wisdom ... she often tells me to let things go in order to move on, something I am still learning to do! I can only wish to be half of what she is when I am older.
HOME I live on the Wirral, a small pennisula between Liverpool, North Wales and Chester. I have always lived in the small village of Irby...many people believe the Wirral to be posh/well off but I think it is quite mixed in truth, for example my Nana used to live in Birkenhead which is a fairly rough area. I am very much a homebird, I love to travel and to explore cities etc but I love to know where my home is. I think that it has something to do with the fact that I moved around on the weekends as a child, as my Dad lived in different places from Prestatyn to Somerset and we used to stay with him for a few days a week. However, I always knew when my home was and it was and still is my complete safety zone. The Wirral is a lovely place to live it is surrounded by water meaning there are many beaches and walks to be had. I love being by the sea and in nature, as a very hectic and busy person these are the times when I completely switch off. I am lucky that I have access to this freedom as well as the bustle of the big cites being only a train ride away.
FRIENDS
My family are the closest thing to me, however, my friends are also important too. I have always struggled with friendships and I was bullied in primary and secondary school. Being bullied has had a lasting impact on me. As a sensitive, young red headed girl I think I was a bit of an easy target. I was bullied over many things but one of the main things was due to my hair a lot, being called ‘Ginge’, ‘Sainsburys’, ‘Olive’ amongst others over time this made me doubt my appearance. My family were very supportive of me during this time and funnily enough I never wanted too change my hair colour, instead I embrace it. I love having friends and I am very good at making them but when I was younger I just wanted people to like me ( I am still like this now) but when this didn’t happen it was hard for me to deal with. Being bullied shattered my self confidence and I have spent years trying to build it back up. I am a very untrusting person as a consequence, and am very careful who I choose to be friends with. I am a very loud person ( Yes, I am aware of it!) but when thinking about it, this may be a slight defense mechanism to stop myself from being hurt almost drowing out the noise of others . However, I do think I am a very bubbly person in general.
WHO DO YOU SURROUND YOURSELF WITH? I try to surround myself with positive, happy people who I know will always be supportive of me. I am quite untrusting as I previously mentioned due to being bullied in the past but as I have grown and matured I know who my true friends are. I surround myself with people who are ambitious and are always up for a laugh. I think we surround ourselves with people that we wish to be like and learn from, being surrounded by how we want to be. Be that happy, supportive, accepting, successful etc. My friends push me out of my comfort zone be that in a social sense or in a work sense, I feel that I thrive off this to move forward rather than being stood still.
My friendship groups consist of my school friends and my University friends and my work friends. Izzy and Evelyn are my main friends from school...I am the type of person to speak to everyone but I have very few ‘best’ friends. Izzy and Evelyn are bubbly, funny and outgoing people who I know are always there for me. My university friends on the other hand I have not known for as long but I trust them just the same. They support me not only through my work but in everything I do and I know I can be myself around them. I love having friends, as a very chatty and sociable person I rely on my friends a lot and enjoy being with them and celebrating and supporting them as much as they do me. I feel that having people around me that I can be my true self around is extremely important, for a while I used to change my personality to ‘fit in’ more and so I wouldn’t be bullied again. However, now I am honest with myself and others.
WHAT ARE YOUR BELIEFS?
One of my beliefs is my Religion and faith. My nana has always encouraged me to go to and be a part of the Church and I went to a Catholic Primary and Secondary School. When I was younger I went to church nearly every Sunday. My nana goes to St Werburghs Church every Sunday and my mum, Ellie and I tend to go on special occasions such as Easter and Christmas, it’s a family tradition. I enjoy going to Church on these occasions as it has a communal and happy atmosphere. I am also a Godmother to my cousin Tristan. This is important to me as I know I now have a responsibility for him not always necessarily in a religious sense but in a wider sense of being there for part of my family. Despite the fact I don’t go to Church as much as I used to and I am not deeply religious as some people are, I still believe in God and a higher power. I think its almost like a comfort knowing everything happens for a reason and there is someone looking out for you when times are hard. In this same sense I believe in Karma, a good deed leading to a future beneficial effect and a bad deed leading to the opposite, so I make sure that I am empathetic, helpful and kind to others and believe that everyone should be treated respectfully and equally. I feel these are necessary beliefs to have as they form my values and effect how I interact with the world and others on a daily basis.
HOW DOES YOUR CLOSE ENVIRONMENT IMPACT YOU? My close environment impacts me in many ways. My home, family, work, upbringing and friends all affect my mood, behaviour, interactions and emotions. From what I have learnt about myself from my previous research I have found that my family impact me and my personality the most. I am around my family nearly all the time, this means that I take on their beliefs, behaviours and interactions. I live in a very headstrong, independent household and so I have taken on this in my personality. Moreover, I carry on my families traditions and views such as working hard and being empathetic and positive. My close environment also affects my mood, whether I am happy or sad, anxious or peaceful etc. I find that I am most happy and peaceful when I am at home or on a walk where I can relax. I find that I am more nervous in new environments and like to know where my comfort zone is. I don’t like change. My mood improves when I am with people I love and trust and changes when I am uncomfortable or having to see my Dad for example. AMy environment also affects my behaviour, I find I am more outgoing and loud when I am around my friends and more quiet when I am around my family. My friends push me outside my safety zone and I tend to be more extroverted when I am with them. I find that I am more productive when I am on my own however, as I can be easily distracted.
HOW SAFE ARE YOU AS A COMMUNICATOR? On answering the question, ‘How safe are you as a communicator?’ my first
answer to this was to say I
am very safe as a communicator; this is because I think before I speak and always think about how I will come across to others. However, this was a very lateral answer. With visual imagery and social media being the largest form of communication today, I compared my personal and work Instagram accounts. I treat my personal account as a storage centre of my favourite images, I don’t tend to post very often but it is a controlled and consequently ‘safe’ account in a sense. On the other hand, my university account is ‘riskier’ in terms of my creativity. I feel my visual communication progressed a lot in my second-year work, I took a lot more risks and pushed to improve my Photoshop skills and digital creations to express my 2030 vision for the module. It is this ‘risk’ taking that suggests that I am less safe a communicator than I first thought.
ARE YOU A RISK TAKER?
I have always preferred to stay in my own little bubble of safety, as you can see from the image below. This is my comfort zone, it sometimes is good but it can also restrict me in taking risks and moving forward. I don’t think I tend to take many risks, as quite a strutcured, practical and methodical person I only really take calculated risks. However, I have learnt more recently that sometimes you just have to go for it and some risks can lead to great things (others you fail at and consequently learn from). For example, I took bigger risks in my univeristy work last year experiementing more on photoshop and pushing my own creative boundaries and this improved my work, grades and overall happiness with my outcomes.
FIGHT OR FLIGHT ? Another question we were asked to reflect upon was if we were a flight or flight personality. In many hard situa-
tions, initially I am flight, when something doesn’t go my way or goes wrong my first instinct is to run away/remove myself from bad situations and probably cry! However, I have learnt the hard way that this is only helpful in the short term as it solves nothing. However, as I have grown up I have realized I am a lot more fight. Despite being quite sensitive as a person I am also very stubborn so I don’t give up easily over things I want. I fight to do well in life for myself and my family. I am determined to solve problems that are thrown at me to the best of my ability. Although fighting may be the harder decision (and it has taken me a long time to realise this) it is often the best choice in the long term.
MYERS BRIGGS TEST
THE ENTREPRENEUR
Extraverted, Observant, Thinking, and Prospecting. STRENGTHS: They tend to be energetic and action-oriented, with a blunt, earthly humor and intelligence. They love uncovering life’s opportunities, socializing with others with a get up and go attitude. They are perceptive, observing the world around them and noticing the small chnages within it. They are full of passion and energy, coming up with original and bold ideas with a practical state of mind.
WEAKNESSESS: They tend to be a risk taking personality, who love to be the centre of attention and can often be dramatic. Whilst these may be viewed as strengths to an extent, entrepreneurs are also at a downfall due to this. Their risky decisions can sometime cause mistakes, however, thier quick thinking means this can be rectified quickly A impatient and stubborn character they sometimes miss the bigger picture focussing in on the smaller issues at hand. .
I agree that this personality type suits me to an extent. I am a very outgoing and loud personality who fits into leadership roles. I enjoy being with my friends and having fun, My weaknesses are similar too, I am said to be a little bit of a drama queen (even if I don’t completely agree!) I am also impatient and stubborn, traits I am working on improving. The only point I would disagree with is that Entrepreneurs are risk takers. I would describe myself as a fairly safe person who doesn’t tend to break the rules. I am quite structured in this sense, something this personality type is not. However, my creativity may be perceived as where my ‘risk’ taking shines through as I push my original ideas further to create new images.
My closest friends, Izzy & Evelyn would describe me as...
HOW DO YOUR PEERS VIEW YOU?
1) Reliable 2) Ginger 3) Caring /Thoughtful 4) Independent 5) Hard Working
My Mum would describe me as... 1) A Drama Queen 2) Perfectionist 3) Caring 4) Gorgeous 5) My Daughter
My Sister, Ellie, would describe me as... 1) Loud 2) Annoying 3) Clingy 4) Drama Queen 5) Just my sister
My University freinds would describe me as... 1) Life of the party 2) Loud 3) Kind 4) Honest 5) Funny
STRENGTHS LEADER CREATIVE POLITE DETERMINED ORGANISED TEAMWORK HUMOR ENTHUSIASTIC
WEAKNESSES IMPATIENT LOW SELF CONFIDENCE PERFECTIONIST OVER THINKER DRAMA QUEEN SENSITIVE
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15 IMAGES
The first task of Part 2 was to find and evaluate 15 of our favourite images to express our taste and brand themes. Image 1 - Liverpool actress, Jodie Comer wearing Molly Goddard in the BBC Series Killing Eve Image 2 - Alexander McQueen, Sarabande Dress, 2007 Image 3 - Model wearing Cecilie Bahnsen dress featured in a Harper’s Bazaar Australia editorial Image 4 - Viktor & Rolf 2019 look Image 5 - Cliffs above the sea in Menorca Image 6 - My family Image 7 - Gucci X North Face 2021 Image 8 - Marcelo Monreal Image 9 - Maison Margiela 2017 runway look Image 10 - Tim Walker editorial image, 2019 Image 11 - Alice in Wonderland editorial styled by Grace Coddington, 2003 Image 12 - Iris Van Herpen, EarthRise 2021 Image 13 - Chanel, SS21, Vogue Editorial Image 14 - My sister and I on Anglesey Image 15 - Starry Night Van Gogh
COMMON DENOMINATOR
I have found that all these images have a connection of being of editorial style, some are quite nature based and escapist as well as feminine, traditional and delicate in terms of the garments. The themes of irony, beauty, nature and comfort are shown in these images and I think this represents my personality/humour, my view of fashion and my values of my upbringing well.
HOW DO YOU WANT THE INDUSTRY TO VIEW YOU IN FUTURE? In future, I want the industry to view me as a hard-working, positive, creative individual. I want to be viewed as forward thinking and independent whilst being able to work collaboratively with others. I want to be perceived as a determined character who wants to do well and succeed in life and within the industry. The industry is a fast changing place with many new innovations, I want to show I can keep up with this and put my own ideas into play to create something new. I believe I am a strong and reliable as well as organised characteristics that compliment the creative side of my personality well, showing I am a well rounded person.
After a lot of thought I have decided that I am the
WHAT COLOUR ARE YOU?
colour red. Although it is not my favourite colour I think that it represents my personality best, it also represents my hair colour which is a huge part of my identity. Furthermore, after taking a personality test my result was red/orange suggesting it is the best fit for me. The colour red symbolises many things from passion to strength, to courage and power. It’s invigorating, intimidating, and it’s never boring. Red is associated with luxury as it grabs attention and is a prominent colour in brands such as Ferrari and Louboutin. Moreover, in Chinese culture Red is a lucky colour portraying good fortune often used at Weddings and Chinese New Year. Red is known to have some negative connotations however, being opposite the calming blue in the colour wheel, red is associated with anger, violence and danger. I think that this shows my quick temper and stubborn side of my personality but it is not something to dwell upon as this shows my determined nature. I chose the colour red, not just because it represents my hair colour which formulates my self image, but because of what it illustrates. It represents energy, love and excitement. Red is a primary colour as a consequence it is perceived as dominant and can therefore be viewed as a leader, something I have identified as one of my strengths. Alongside this is is know to boost self-confidence and denotes positivity, traits I want to channel more of personally.
IF YOU WERE A BUILDING WHAT BUILDING WOULD YOU BE? There are millions of buildings around the world, so choosing one was difficult, my first thought was that I would be my home. My comfort zone and safe place, I love my home. My house is filled with pictures and memories as I have never moved house, my bedroom is my sanctuary, where the different sides of my personality shine through. White and pink with candles and fashion books it is clean and tidy but under the bed can only be described as organised chaos, something not many people expect from me! My home is the place where I can relax and be my true self. However, I felt this was a fairly bland and safe answer, I couldn’t decide on a specific building, so I decided to describe myself as my own building. If I was a building, I would be grand, bright and welcoming yet homely and cosy. I would be built in a place that overlooked the sea…with a far off view and large windows to look out of. It would stand in a place not too rural but not in the middle of a city. My building would constantly have different people, things in and events happening so I would never be bored or alone. My building would be filled of all my favourite things and happy memories I can look over. I would have art on the walls to mirror my creativity and will have pops of colour on the walls so it is not bland and unlived in but not overwhelming either. These buildings are quite different to each other, but describe the two sides of my personality well I think. I am a safe and nostalgic person yet I love to find new things to do/see. I am a sociable person so would not want to live somewhere excluded yet I love to be by the sea and some form of nature so would be a blend of both city and seaside. I am creative yet organised and so my building would reflect this too.
IF YOU WERE A FLOWER WHAT FLOWER WOULD YOU BE? I am a Tulip. Tulips are a brightly coloured flower that are generally red, pink, yellow, or white. They are often associated with the Netherlands they are mainly grown there and had a symbol of wealth in years gone by. They are a tolerant plant, growing in cold temperatures, with a cup shaped appearance their buds are known for being perfectly symmetrical. They are technically perfect! The most well known meaning of tulips is perfect and deep love, usually red tulips represent this. Moreover, as tulips bloom at the beginning of spring they also have a meaning of rebirth and starting afresh. They are a happy and positive plant to me I usually buy them for my family to cheer them up with their beautiful colours. I feel Tulips represent me as a person as I am a fairly resilient person similar to them as a plant. The shape of a tulip also suggests a closed off nature acting as an armour to protect them, however when they open up they have a softer centre which I think represents me quite well. I am a bright character on the outside however as previously mentioned this is a slight facade as I only truely open fully when I truly trust someone.
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WHICH BRAND IS THE BEST FIT FOR YOU? As a second part to this project we were asked to choose a brand that we felt best fit our personality from a choice of Charles Jeffery, A Cold Wall, Fred Perry, Priya Ahluwalia and Zara.
When looking over these brands I knew firstly that
Charles Jeffery and Fred Perry did not jump out to me or fit
my taste. Charles Jeffery’s style
is loud, extravagant and vision
ary. His fashion is said to be a
‘stretch of fantasy,’ challenging convention he draws on his Scottish heritage to provide
fashion without rules. Despite my personality being rather loud, my creativity and taste
does not express itself in such
way, however I admire the wa Jefferey pushes his creativity without fear.
Fred Perry on the other hand couldn’t be more different, a sportwear brand known for thier infamous polo shirts, their history is routed in British sports, especially tennis. They are a brand who have carried through their heritage to modern day blending with british sub-cultures and music they have maintained their values as a quintessentially british brand. Again I don’t feel like this brand fits mine however, I like the fact that they have continuosly brought forward thier history and heritage into the modern day.
y
Zara on the other hand was a brand that naturally drew my attention as this is the brand that I would personally shop at.
e
Zara is known as a high street brand that aims to bring the
n-
most up to date fashion from the catwalk to the streets at
a
affordable prices. Zara has its customer at the heart of its
g
business model, providing quality, price and easy access
e
to the newest styles. It is particularly popular with younger generations who are buying into fast fashion. Despite being a fast fashion brand, Zara has made moves to become more sustainable, creating its Join Life collection and more sustainable packaging. However, just be-
ha
cause I buy Zara does not mean it necessarily meets my
ay
taste/brand. Another brand that I felt fit my brand was A Cold Wall. Founded in 2015, A Cold Wall examines luxury menswear through class, community, globalisation and modernity. Their architectural style and strutured garments give a new take on traditional formal attire for men. The material innovation and promotion of minimalism enhances the ideology of sustainability without promoting it. Taking inspiration from working classes and creating a juxaposition introducing it into the luxury market and streetwear is what makes the brand so interesting. The brands name refers to cold surfaces as a common social denominator. “It’s really about presenting conceptual ideas at a digestible level,” he says, referencing the bright synthetics of construction sites and council estates, as well as contemporary working class subcultures. It is this that I like about the brand, it promotes its heritage and community through streetwear but is contemporary in nature combining technology and design and pushing ‘modern’ menswear. .
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PRIYA AHULWALIA
The brand that I felt fit my brand and taste best however, was Priya Ahluwalia. After researching into her work in my last module, I loved her nostalgic, sustainable and culture orientated style. Her menswear is created using deadstock, vintage garments to encompass her London and Nigerian heritage. Her bright colours and patchwork style is not only sustainable but also pushes the ‘traditional’ style of mens clothing. Ahuliwalia’s craftmanship, uniqueness and detailed fashion is what I like the most, everything in her designs has meaning behind whether you notice it or not. Her inspiration draws from literature, music and art. ‘I always use burnt orange, because it reminds me of the colour of the sand in Lagos, and I love the Indian dyeing, beading and embroidery methods. Things are extremely nuanced in my collections and you might not see the references at first. I’m not a literal designer.’ I like how she uses her family and history in her work as I am a very family orientated person, I think it makes the brand more down to earth and resonates more with me and consumers.
From researching into these brands I have learnt that I am drawn to brands that are of a luxury market level as opposed to visionary or fast fashion. Moreover I am also attracted to brands that express thier heritage in a new forward thinking way such as A Cold Wall and Ahulwalia, as well as this the brands that fit my taste have a sustainable edge to them. I think I like the appeal of the luxury market as it is aspirational yet attainable and there is a lot of scope fpr creativity within this market. Moreover, as a very family orientated person I think i relate to brands with a strong heritage and history as this is what forms a relationship with the brand. Finally, I think most of my generation are stepping towards more sustainable brands hence why I am guided by this aspect when choosing brands too.
P UBL IC A TI ON
Vogue will always be my favourite publication and
me Vogue post cards of different iconic Vogue
the first publication I feel best fits my brand. Vogue is
covers through time which I love to sit and look
the world’s number one fashion magazine and a flag-
through. Despite the rise of social media, I still buy
ship product of the Condé Nast empire. Its first issue
magazines, there is something about the paper and
came out over 120 years ago and it is often called “the
having the images in real life that I still love.
fashion Bible.” It has become known for its distinc-
Despite there being many other fashion magazines
tive photographs and high quality editorials based
that are more modern and perhaps informative, as
around fashion and beauty. Vogue is traditional as
Vogue itself consists of many adverts as opposed to
a magazine and is the cornerstone of the industry. I
articles, it still upholds its place as iconic and un-
think the traditional nature aligns with my brand and
like any other. Vogue Millenuim edition - ‘Vogue
is why I am drawn to Vogue, I am quite a tradition-
has always been more than just a magazine: it’s a
al person and like stability– this also was said in my
history, a way of life, a state of mind. These are the
Myers Briggs test.
people, the places, the clothes, the ideas, that have
My mum used to let me buy Teen Vogue in the air-
formed it throughout the century...” This quote
port to read on the plane going on holiday, it was al-
sums up why I love Vogue well, there is a history
ways the magazine I gravitated towards and was a lit-
and aspirational feel around it and I have always
tle bit of a tradition for me no matter who was on the
chosen it to read growing up, so it is a comfort too.
cover. I must admit I never used to read the articles,
My brand will aim to express these values too via
instead I gazed over the images. My nana also bought
imagery and text.
I-D MA GAZ IN E I-D Magazine is the second magazine I chose that I felt represented my personality. I-D Magazine documents fashion and contemporary culture encouraging creativity and inspiration. Terry Jones’ logo of a ‘wink’ has become an integral part of the company with all front covers creating this distinctive ‘wink’ look. I read I-D as it includes content
about many things from music to fashion to art and beyond. I find the articles interesting and informative. The youthful appearance also engages and stand out and I like the consistent simplistic layout and look of the magazine. The magazine still features adverts from leading fashion brands, but the photography is different to that of Vogues, yet is still aspirational.
I like I-D due to its cultural philosophy and fearlessness in representing different cultures and creative industries. I respect I-D as it is organised and simple yet contains aspirational and different imagery moreover, it is forward thinking and has many channels from zines to glossy prints that are engaging. These values are something my brand will look to encompass.
IF YOU WERE A BRAND WHAT BRAND WOULD YOU BE? My favourite fashion brand and subsequent fashion Icon is Chanel. I have always loved fashion and have associated Chanel as the most aspirational fashion brand since I was a little girl. Despite my taste broadening over the years, Chanel is still the brand I refer back to time after time. The classic, traditional and timeless looks are synonomous with the Chanel name and what I appreciate about the brand. Chanel’s iconic identity surrounding quality, craftmanship and redefining women’s dress makes it completely recognisable anywhere. Chanel liberated women and was subsequently a feminist of her time, a message I also believe in as I think it is important that women have equal opportunities and rights. Chanel’s legacy is still relevant today and with former creative director Karl Lagerfeld transporting the brand perfectly into the modern day without losing any of the brands heritage it has maintained its place at the top of fashion.
MARKET LEVEL I think that my personal values reflect the market level of luxury designer. Luxury brands are regarded as images in the minds of consumers that comprise associations about a high level of price, quality, aesthetics, rarity, extraordinariness and a high degree of non-functional associations. Luxury brands are traditional brands that are well known to many due to their strong brand identity. Luxury brands rely on loyalty, building strong realtionships with consumers through their values and history. Authenticity and heritage are held in high regard by consumers and often define luxury as we know it. These values will continue to be important in future, but may take on new meaning with consumers such as myself as Gen Z look to find more meaningful relationships with brands. I feel that my brand relates to the luxury market as I also align to these values. As a traditional character, I understand and appreciate the values of the luxury market. Moreover, this is the market level I want to work in in future.
FASHION YOU BOARD...
IMAGE REFERENCES: FIGURE 1 : Woman in Zara Dress - Retrieved from - https://www.popsugar.co.uk/fashion/zara-campaign-collection-details-46784480 FIGURE 2 : Zara Allure Collection- Retrieved from - https://www.allure.com/story/zara-sustainable-line