MARKETING REPORT 2015// GFW+ME// MARGOT VAN TONDER
contents// executive summary/
page 1
introduction// page 3 graduate fashion week/
page 4-9
macro-environment//
page10-13
consumer analysis/ page 14-16 opportunity// page 18 GFW+ME/ page 20-23 micro-environment//
page 24-25
promotional plan/
page 26-27
conclusion// page 29 appendices/
page 30-37
executive summary/ Graduate Fashion Week is a sought after fashion event, showcasing innovative collections and exhibiting fashion promotion work from 40 Universities around the United Kingdom. The team currently co ordinate an interactive website that highlights the key features of the event. This “fashion scout� sponsored concept allows universities outside of central London to exhibit best of UK fashion talent. GFW is fast becoming a popular event that promotes innovation and creativity; however the brand itself falls short in terms of digital communicatoin and event creativity. This report aims to research this short fall and identify further opportunities for the GFW brand. The focus will be on individual graduate experiences and will explore promotional possibilities to enable successful growth.
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“Todays students are highly ambitious, yet cautiously optimistic about their prospects after graduation, in light of continually high youth unemployment. Students have upgraded their expectations of what their education should deliver as a result”’ INA MITSKAVETS Senior Lifestyles and Consumer Analyst’ July 2014
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introduction// This report aims to highlight a new direction for the GFW brand. GFW+ME will be the new brand extension for this fashion event. Graduates who will be attending this large fashion focused event will be the first year of graduate students whom have paid higher tuition fees therefore a greater demand in wanting job opportunities will be present. GFW+ME will evidence how new digital and physical event content will generate a more modern approach to the GFW event but also elevate the graduation experience. A new approach to brand and visual brand identity will be scoped out (updated colour schemes will differentiate this new content). This report will thoroughly research the macro and micro markets of this particular industry segment to justify the reasoning for new developments. It will explore new and less traditional forms of digital promotion in order to build better global awareness of the GFW brand.
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graduate fashion week/
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brand identity// see figure one//
PRICE//
PRODUCT//
Graduate Fashion Week generates a large portion of their capital to the ticketing of events. Customers will pay to view catwalk shows and also pay a general admission fee to view the exhibition stands. GFW also charge Universities exhibiting a fee and the chosen Graduates who are showcasing their work. Ticketing prices vary due to catwalk shows and prominence of each show. Tickets will vary from ÂŁ17.50- ÂŁ35.
Graduate fashion week currently host a four day fashion focused event where Graduates from British universities have the chance to showcase their talent. GFW run a live blog and interactive website, where they promote their services offered at GFW. Their product is the event itself, offering a platform for seeking job opportunities and competing with fellow British Universities. GFW collaborate with brands such as George Asda, selling merchandise produced by Graduates during the live event.
PROMOTION//
PLACE//
Graduate fashion week do not take to above the line advertising for the event, it is through their live blog they promote their work. This event is promoted through social media platforms such as Instagram and Twitter. This in demand event does little international promotion, which potentially affects their growth for global awareness. The brand could introduce new tools to create further awareness and great excitement for participants.
Graduate Fashion Week has relocated to the Truman Brewery. Previous years the brand would host the event at Earls Court. In the second year running at the new event space, the brand seems far better suited to its new surroundings. There is a lot of excitement and creativity within Shoreditch, which correlates to the ethos of GFW participants.
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swot/
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WEAKNESSES//
OPPORTUNITIES//
The event is growing each year, which unfortunately makes it a lot more competitive for job opportunities. The individual experience for Graduates is no longer favored which demotivates their will to participate. GFW do not provide any live feeds of catwalk shows or interviews through their website which negatively impacts their international awareness. GFW showcase innovative talent however towards their brand, they reflect limited innovation in their event management.
GFW face big social media opportunities to enhance their brand, tools such as SnapChat and Keek could create greater international awareness and graduate engagement with the brand. GFW also could generate more bespoke sub events during the four day fashion event which could attract more members of industry and create a more unique experience for graduates. GFW could also begin sharing live feeds of the catwalk shows and interviews of portfolio work to create further event exposure, nationally and internationally.
THREATS//
STRENGTHS//
In expanding, the GFW brand could potentially loose their core values in promoting graduates. Competitors such as London College of Fashion and Central Saint Martins will still hold prominence as sought after fashion events. In failing to recognize areas in which the brand lacks could potentially be gaps in the market for new fashion event comers.
Graduate Fashion Week currently stands as one of the only fashion events that showcase Graduate works; usually these Universities are outside of London. The large-scale event hosts over 60 Universities, all providing graduates with fantastic job opportunities. The four-day event also allows ample time for Graduates to promote their work. GFW hosts a live blog, which informs their followers of their involvement in fashion competitions and also promoting their upcoming event. The GFW brand promotes diversity, creativity and innovation.
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POLITICAL//
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PESTLE ANAYLSIS// 2015 //
macro environment//
Top political discussions upon the increase of University fees and the UK becoming independent from the European Union determines the future of this system and the way in which voters will go for this coming election. A large rise in University fees has made students more apprehensive in going to University and those who are currently completing their degree expect after such increase in price an automatic job offering after graduation. A greater amount of UK citizens feel the Anti-EU-Feeling, whereby the UK needs to consider becoming independent from the European Union, this feeling could greatly affect the strength the GBP and the Euro, as well as lessen the chances of international students coming to study within the UK. Students who attend the GFW event are apart of the new fee structure, which makes them more demanding of job opportunities and requesting value for higher fee instalments. This type of feeling’ stands as an opportunity for further networking events to take place for Graduates.
TECHNOLOGICAL//
SOCIAL//
ECONOMICAL//
The fashion industry currently contributes 26 Billion towards the UK economy, making it as large as the motor manufacturing industry contribution. The fashion economy makes up four fifths of the service sector, which again is large part of the UK economic sector. London Fashion Week generates over 100 million within the first week of designer orders, again increasing international investment within the UK service sector. The fashion industry is one of the hardest industries to receive instant success, where 95 of start-ups fail within the first five years. This sector is becoming increasingly difficult for Graduates to enter, despite unemployment rates dropping in 2015 (9.1%-7.8%), a trend of Graduates entering jobs not in their direct field will be evident and this will be done in order to meet lifestyle demands. In connecting and motivating Graduates to find opportunities in other sectors could potentially increase their input into UK economic growth.
Graduates are apart of the most connected society, the social media community. The rise of social media has increased Graduate awareness of current trends and future developments. Socially, we see Graduates applying for various positions, working more than one job, especially within the creative sector. This allows Graduates the ability to meet their expense demands but to also develop their personal growth. Graduates are apart of the millennial generation (Generation Y, born within 1980-early 2000s) who are permanently switched on technologically. Socially this age bracket appears to be confident and assertive in their social choices.
The fashion industry has been positively impacted in the advancements of technology. Cutting edge 3D printers allow designers to create highly detailed products within minutes and the rise of Virtual Reality has allowed people to view fashion shows through Oculus goggles. Technology development within the smart-phone sector has further fueled electronic commerce and allows any desire to be met within one simple click. Technology has also allowed the retail sector to grow, where advanced QR coding allows brands to search for stock nationally and internationally whilst technology also offers an added experience (This is seen in the Burberry Store, where one can view catwalk shows and be apart of a virtual changing room). Augmented Reality is a big technological trend to develop further in 2015, which will be seen in different catwalk shows and changing rooms. Technology has allowed the world to become a global village, allowing Graduates the privilege of sourcing and connecting with one another through digital devices. It could be argued that Graduates rely too heavily of the convenience technology rather than turning to traditional tactile practices. Social media advancements have grown rapidly, especially with SnapChat being one of the most widely used application of 2015. Over 400 million users engage with this application and allows footage to be viewed globally and freely. (see figure two)
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LEGAL// ENVIRONMENTAL//
The United Kingdom derives from various legislation sources however stands independently as The Parliament of the United Kingdom (Wales, Scotland and Northern Island do have their own jurisdiction). The laws set in place for the digital economy are there to preserve and use copyright material. The digital age of our generation is rapidly growing, however the freedom of information shared online has made the UK put systems into place that preserve privacy but also develop public confidence in the digital age. Copyright material can now be used in Universities and Schools, where information can now be shared through classes, which also disables the act of infringing material. Fashion legislation has become very important internationally; where new regulations are implemented through business structures, patent laws, marketing (licenses), international trade and modelling laws.
Environmental awareness has rapidly increased throughout the years, especially with World Summits highlighting how global warming is affecting the longevity of our planet. The UK promotes fair-trade services and products throughout the country; this is reflected strongly in the food and garment sector. Particularly in the fashion sector, the famous fashion giant, Primark has often received negative publicity about their environmental practices and safe working environments. The act of becoming eco-friendly has become fashionable where in positive cases; brands like G-Star (Save the Oceans) used recycled material for clothing and pioneer Katherine Hamnett selling graphic t-shirts to prevent global warming. The laws within London have are becoming stricter when it comes to emission control and use of toxic gases. This unfortunately will take a great deal of money and time in reducing such emissions as this city itself is so densely populated with factories contributing to economic growth. The GFW event is becoming more environmentally conscience and educating, as this is strongly needed if the generation it caters for are the deciding factor in what change will come about for future endeavours.
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the consumer/ age
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Industry people attending the GFW event will be working in central London or bordering cities. This event is attracting creative industry members, particularly from strong fashion backgrounds. Industry people range from the ages of 30 to 50, all withholding promising positions within their companies. Most industry people will find the GFW event useful in scouting new talent for their brand whilst others might opt for a more leisurely approach when attending. A lot of key industry people will send other members of their staff best suited in scouting competition. Industry people are on trend with consumer demands, lifestyles and behaviours; therefore Graduates truly need be innovative in displaying their work. The demographic of this group is usually married or partnered, with well earing jobs. They tend to dress in contemporary but professional clothing, all signs of well-paid salaries. Due to the nature of GFW, some industry members will be seen in eccentric designs in establishing their unique aesthetic and on the hunt for someone sharing that similar ethos. Members of industry wont patiently attend the full four-day event but are selective in who and what they want to see, often they gather this information through reputation of Universities and students who have won recognised competitions. In attending any networking events, there need to be contagious factors that benefit their career and their brands image.
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ages
21-25//
The graduates attending the GFW event attend Universities around the United Kingdom, often living outside of London or in various parts of the UK. The graduates have chosen to study outside of London due to cost of living and opting for a University experience outside of the main city centre. These graduates are apart of Generation Y category, known commonly as “Millennials�. The age range of these graduates are between the ages of 20-23, depending on whether some choose to work or travel before attending University. Graduates share varying feelings for their future, some optimistic and sometimes pessimistic, this is due to the tough job market and the overwhelming pressure most feel in paying back their student debt. Graduates are far more aware of life pressures than to when they first started, as the chances of weeknight parties of mid-term breaks no longer exist in the real world. In attending the GFW event, students are hopeful in seeking job opportunities but also fairly doubtful in obtaining that goal due to the enormity and craze of the event. Students are wishing more for the experience factor at this event rather than be being amongst the thousands walking through this event. They want GFW to provide equal opportunities for future plans as students feel they deserve this owing to the expense of university. The behavioural attitudes of these students are will be denuding, insistent in their talent and competitive in potential job applications. These alumnae are digitally savvy, whereby social media rules their every action, they will be and wanting to engage with social media constantly during this event. (see figure three)
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opportunity// Graduate Fashion week host over 30, 000 people during the four-day event. Exhibition spaces of 60 Universities and back-to-back catwalk shows are the key components of this fashion event. There are over 1000 graduates showcasing their work and all seeking their dream job opportunity. This large-scale event attracts members of industry and the general public, whom all wish to enjoy creativity but also to find their most suited job applicant. The event is now in its second year running at The Old Truman Brewery, situated in Shoreditch, a far more fashion foreword location than Earls Court and through this new location has come a different brand image to Graduate Fashion Week. The current website that is the main source of information holds little replication to the physical event, limiting information on catwalk shows or graduate works. The blog does provide regular feedback on current focuses of the brand however more attention is needed on current and past graduate work. The event is often too busy and less focused upon networking opportunities, as members of industry are overwhelmed by graduate work. The event also focuses too heavily upon collections, which is a very traditional approach and as we are living in a more digitized era, the event will need to highlight communication further than just offering competitions. GFW do host panel discussions, subject to available graduates and members of industry, however these are often too crowded to attend and not enough support is shown to promote such talks. There is a gap within this brand to extend its digital content made available as well as improving their event qualities. The aim of GFW + ME is to promote the power of learning and networking, where Graduates are encouraged to attend a physical event that creates curiosity and builds confidence for further industry job opportunities. GFW+ME aim to provide reassurance in promoting and entertaining graduates.
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“Perception can only be defined by experience” JOHN CINQUINA
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g+fw m/e //2015
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brand identity/ see figure four and five
PRODUCT//
PLACE//
Graduate Fashion Week will be launching a new digital edition GFW + ME to their website which will also be promoted through a pop up feature located at the Old Truman Brewery. The digital content will feature live catwalk shows and live interviews of Graduate work, enabling international exposure of the live event. The social media tool of Snap-Chat will be used to host content of this exclusive edition, generating further exposure of the event. The pop up feature will run alongside the live content. This sub-event will host live talks from influential guest speakers, alongside a limited number of graduates and members of industry to attend. The benefits behind these new product features of the GFW brand enables a more personalised networking experience but also assist in international accreditation of Graduate Fashion Week. These additions also modernize the way we will view Graduate Fashion Week.
The digital content will be viewed through main Graduate Fashion Week website, a navigation tool will take members to the appropriate content. The physical pop up event will be located in the courtyard of Graduate Fashion Week. The event location is ideal for Graduates and members of Industry to find, as well as being in the heart of the event itself. The popup event will hold the capacity of 30 people, where the physical space will be carefully designed to create the most enjoyed experience for all.
PRICE// The new edition for GFW for will be primarily free as most international users will engage with Snap-Chat content and live digital feeds, however evening events would be ticketed for ÂŁ30, inclusive of talks, networking opportunities and catering. Money for the tickets will be provided from the Universities in supporting networking opportunities for their current Graduates.
PROMOTION// The promotion of these key features of Graduate Fashion week will firstly be advertised through Snap-Chat and the brand’s current website. Social media will be the most effective tool in communicating the promotion of this event. Platforms such as Instagram and Twitter will be key components in marketing this new extension for the GFW brand. The promotion to this new digital addition will begin two months prior to the event, where enough time is needed to generate curiosity and excitement.
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swot// STRENGTHS// A unique event to be launched under the GFW brand name.It will attract new supporters and increase international awareness.The extension will enhance further creativity within the GFW brand name. The content targets both Graduates and Industry members and strongly reflects the dynamic nature of the GFW brand.
Competitors like Arts Thread and NJAL who are established brands will attract greater client base. Lack of funding and support for such an ambitious idea could weaken the content. This new content will eventually reach a phase of saturation and further innovation would need to be created.
OPPORTUNITIES//
THREATS//
GFW+ME can develop this networking idea further and continue the idea for years to come and possibly create more entertaining events throughout the year under the GFW name. GFW+ME could begin introducing different industries at this event and enable greater networking. GFW+ME should look into launching in different countries to generate greater exposure.
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WEAKNESSES//
The lack of funding for event pop up features could threaten the strength of this idea. Established brands will still be sought after (NJAL, Arts Thread).Competing events such as London College of Fashion and Central Saint Martins will eventually provide the same sort of services which will threaten the creativity of GFW+ me.
INTRODUCTION // GROWTH // MATURITY //
As this extension will be applied to future GFW events, there will still need to be plenty research applied to new formats in connecting students. In keeping up to date with current trends, the content will remain applicable to innovative students but also remain loyal to the trend aware brand of GFW. The key factor in successful growth will be remaining on point with media trends and creative strategies in connecting Graduates. Looking into the changes of events and the way the keep attendees engaged would also allow the brand to maintain this event pop up. Profits will be generated through sponsorship and potential new demand in attending the events.
In order for the GFW brand extensions, GFW+Me, to remain innovative and dynamic, further trend research would need to be done in order for the services to remain applicable. This extension will eventually become a standard service offered and loose the initial anticipation during its growth stage. In looking into new social media opportunities and digital advances, the extension would remain applicable.
DECLINE //
product lifecycle//
The launch of this brand extension will be done two months prior to the GFW event held in the Truman Brewery. This type of digital product and service will increase awareness through promotional strategies such as SnapChat and Instagram. The brand extension will steadily gain user awareness through social media and the current GFW website.The introduction of this next content will aim to breakeven, where costs will be supported through the enrolment of Universities at the GFW event. (see figure six)
The extension content will eventually reach a saturation phase, where new innovation will come into action in providing new strategies for connecting and inspiring graduates. The changes within the technological sector will influence the ways in which Graduates and members of industry engage with annual shows such as GFW.
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micro environement// competitors //
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arts thread// Strengths// Arts Thread is an online portal allowing graduates from any creative field have the ability to network and promote their skills. Endorsements from Nike and BBC increase their brand equity. It stands as the only website worldwide allowing Graduates to network for free, and through industry sponsorship, they are a partnership rapidly expanding. The brand also headhunts globally for new emerging talent, which diversifies their graduate offerings. It bridges the gap between Universities and creative industries. Weaknesses// They only withhold an online presence and do not feature in any physical location. The brand’s website layout and creativity lacks hugely in what they stand for. Opportunities// Arts Thread do have the opportunity to change their imagery to suite more modern times and take upon social media feeds to expose their top graduate work. Arts Thread could also host physical networking events to support their brand’s ethos and to create further awareness of who they are. Social media feeds like SnapChat could enhance their brand awareness and current graduate work. Threats// Arts Thread will not always be the only available online networking tool for Graduates, as more companies will be providing this. The changes in digital habits could mean that their brand would need to source other mediums in reflecting student’s work.
not just a label// Strengths// NJAL are a contemporary and dynamic digital platform promoting designer’s work. They value and promote innovation within Fashion whilst giving their designers the opportunity to sell their work to financially support their craft. The brand exhibits over 18000 designer works, which comes from over 100 countries and is one of the most sought after websites within the fashion industry. They are to host two trade shows this year, one in London and then later in Dubai, which shows they wish to expand their offline presence too. Weaknessess// The brand also falls short when adopting new digital advancements in showcasing work such as SnapChat and Virtual Reality. The label currently has no physical store which makes it hard for the general public to purchase products as some people still opt for shopping offline rather than online. Opportunities// NJAL could open a flagship store in varying countries to allow the general public to enjoy their vision in a physical sense and to be educated about emerging designers. The NJAL label could look into collaborating with big brands to develop their company portfolio. NJAL could also look into other creative fields when increasing their designer list. Threats// The threats the brand faces is more websites offering this type of platfrom GFW has the potential to be a main threat for showcasing work on their new extension. This is still a relatively small business which could be affected by rapid growth and not having the ability to manage expansion. (see figure seven)
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WEBSITE// SOCIAL MEDIA//
digital content//
promotional plan/ A new navigation tool will be added to the main site of GFW which will direct users to the new content. The new content will host live catwalk shows of that day as well as host live interviews with nominated communication students. The students who participate in the live interviews will be elected by the Universities prior to the event and each University will be allowed 10 elections for this live feed. It is encouraged that if a student feels they deserve to be selected may produce a small video which they can submit to the GFW board for further selection. The website will be launched on the day of event and will also highlight the key sponsors to this brand extension. A video of each event will also later be uploaded for all viewers who to see. The reasoning behind offering this information through a new portal is to generate greater international awareness and to promote a digitized GFW.
Social Media is the core promotional tool in marketing the new GFW+Me content. SnapChat is the main sponsor to the new content launch, which allows regular global exposure and a fun way for graduates to interact with the brand. Snapchat grows 56 % each year, reflecting the most used tool of 2015 (see figure two). Instagram is also highly ranked and is proved to be bigger than twitter. The photo sharing application will be used to generate a successful following two months prior to the content being launched. All Universities whom have registered with Graduate Fashion week will receive applicable information, which will then be delivered to their students. When graduates add GFW+Me on Snapchat, they can freely share their take upon the GFW experience, which will then be shared through the SnapChat network. Social media strategies as such are the most effective with engaging with Graduates as they are a digitized generation and use these platforms to share moments of their life.
Day One: Theme: British Success Time: 1:00pm Speaker: Nick Robertson “Building a Fashion Empire” Catering: Hummingbird Bakery
Day Three: Theme: Young at Heart Time: 2:00pm Speaker: Evan Spiegel (Founder of SnapChat) “Picaboo Empire” Catering: Cereal Killer Cafe
TWO//
GFW+ME aims to cerate four innovative pop up events. These events will host 30 people, 10 industry members will be invited alongside 20 graduates. The aim of the pop-up events are to inspire Graduates and members of industry through hosting innovative speakers and then promoting networking opportunities between the attendees. There is one event each day, which will be for two hours and catering will be provided. The events do not run for too long as GFW+Me want to keep the audience stimulated. Each day will reflect a unique theme, and since the main social media tool of SnapChat is a sponsor towards this, there will always be a promotional stand for them present. Members of industry whom attend this event will be sent personal invitations whilst Graduates will be able to access tickets through the event website. Ticketing for graduates will be on a first come first serve basis and only one purchase can be made not multiple. The number of attendees is limited in order to promote the exclusivity and prominence of this new content. During the event there will be ipads available, so graduates can connect with members industry and promte their work.
FOUR//
THREE//
ONE//
INFORMATION//
event//
Day Two: Theme: Global Bloggers for Brunch Time: 11:30am Speaker: Tavi Gevinson ‘“Blogging for beginners”’ Catering: Delancey&Co Deli,
Day Four: Theme: Heritage Time: 1:30pm Speaker: Katy England “Styling the world”’ Catering: Goodlife Eatery
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conclusion// It is evident that through this brand extension, GFW+ME, will promote further awareness and excitement towards the Graduate fashion Week brand.The extension is suited to the current needs of Graduates and enhances the event experience offered by the GFW brand. The aim of this extension is to enable greater international perception and to expose current Graduate works through digital means. The pop-up feature is the most necessary tool that GFW will need to modernize their event approach. GFW+ME will aim to deliver a more personalized experience and remain trend driven in conveying innovative content. It is important to be aware of digital trends in order for the extension to remain appropriate. For future years to come, new sharing and viewing platforms would need to be considered to maintain a strong brand awareness. In strengthen the brand equity of GFW+ME, possible collaborations with well-known industry members could be pursued. GFW+ME has all the necessary tools to be modified for further years to come, allowing this to be an essential new Platform for Graduate Fashion Week. The extension bridges the gap within this current market and diversifies the current event offerings.
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FIGURE TWO
FIGURE ONE
appendix/
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FIGURE THREE
MARKET SEGMENTATION Demographic Variable
Geographic Variables
-Age:21-25 -Region: Central/ outside of London -Female/ Male -Climate: GFW to be hosted during end of -Race: Multi Racial May/June, warming up as it is closer to sumer -Income: Low (end of student loan allowances, parent dependant/ unemployed -Education: Bachelors Degree -Occupation: Unemployed/ Part time jobs/ internships -Social class: Lower to upper class Psycho-graphic Variables
-Brand loyalty: loyal to well-known brands (asos. topshop) who offer products at affordable pricing but are still on trend. Graduates are very aware of their appearance -Price sensitivity: Graduates are highly price sensitive due to major project spendings, lack of funding from the end of student loans.
FIGURE FOUR
-Personality: Young, dynamic, employment seeking, independent, creative -Motives: Job seeking at GFW, competitive in searching their dream job Lifestyle: Very social, lack of responsibility, minimal funds, eager to travel and explore
Behavioristic Variables
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FIGURE FIVE
BRAND PRISIM
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FIGURE SIX
FIGURE SEVEN
INTERVIEW: SASKIA BEAZELY (PRESS MANAGER NOT JUST A LABEL) DATE: FEBRUARY 2014 Could you describe your ideal NJAL designer? We often try to source very unique and authentic designers, all of which we headhunt unless they apply through our online portal. The online portal takes a bit of time as this is needed to be assessed if they suite the NJAL brand. We really try to look for designers who need financial support, and share a story behind what they do. We want to expose true talent and artisan goods. Two big physical events this year will be: Orirgin, Pasions and Beliefs- London Dubai NJAL pop up (pop up feature exhibiting talent as well as online portal to shop the NJAL designer products) You withhold a very international list of designers, do you feel there is a particular country that reflects strong innovation? It changes constantly, right now designers from the Ukraine and Lithuania have shown high promising work. How long do you showcase talent? Is there a certain timeframe? For life really, we always have the designers on the directory, only the designers initiating if they want to be taken off. Do you host any live networking events for designers and your top clients? Two events this year will be a good way for people to meet. Origins, Passions and Beliefs is an exciting trade show you hosting, do you feel as a brand trade shows are still very important in showcasing talent? ( I only say this as you’re primary digital through means of promotion) This new trade show we are launching is very exciting and ofcourse so importantdespite our main platfrom being digital, we sitll believe in physically shocasing work. The trade show is purely focused upon ‘Made in Italy” where 100 UK designers will have the ability to network with 100 Italian manufactureres in order to produce truly authetntic Italian work. These designers are handpicked and best suited to what we are trying to achieve at this event- netowrking but also to truly represent the craftmanship found within Italy. Most product say they made in Italy when only a button or thread is sourced from there, we are trying to establish genuinely produced products. NJAL is about exhibiting talent, in attending GFW ( I am not sure if you have), do you feel that the event is fairly dated in showcasing students work? since we are a very digital age. It is great going digital, using social media to exhibit talent is very important as its a lot more reactive then having a website. Making things accessible is so important as we are living amongst a generation that want things instantly. I do believe physical events are still important as this allows people to interact with products and designers, however platforms need to change regularly as the world is changing so often. Would NJAL ever look into other creative industries for future expansion? I think with any fashion company like us we would like to eventually merge into other different aesthetics, possibly art and graphics.
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written by: margot georgie van tonder// final major project 2015 website// www.gfwandme.com
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