AD6606 Brand Book (FMP)

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AD6606 B R AND MILL I E

BO O K W R I G H T

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AD6606 BRAND MANAGEMENT BRAND BOOK MILLIE WRIGHT

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CONTENTS

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IN TRODUCTION 10 - 11 CAM PA IGN P L A N 1 2 - 17 SWOT A NA LY S IS 1 8 - 19 IN SP IRATIONS 2 0 - 21

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IN STA GRA M 3 4 - 35 R EE LS P L A N 36-3 7 BRA NDING 4 0 - 43 CO N TENT P LA N A ND SCHE DULE 4 4 - 45

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CO NS UME R P S Y CHO G RA P HI CS 24 - 27 CO MME RI CA L I S I NG T HE CO NCE P T 28 - 29 MA RK E T L E V E L 30 - 31

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CO NCL US I O N 46 - 47 RE F E RE NCE S 48 - 49 I MA G E RE F E RE NCE S 50 - 51

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PA R T ON E

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I N T ROD U CT ION , The purpose of this book is to explain in depth my processes and ideas surrounding my final major project which is based on an educational Instagram platform focused on educating the next generation of consumers on the dangers of overconsumption, and the importance of being conscious consumers. The first edition of the campaign will be focused on the issue of denim pollution and overconsumption. I will explain my projects key narratives and all marketing areas within my work from branding to my final campaign plan and my reasoning behind each decision.

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C A M PA I G N N A R R AT I V E & PLAN Generation Alpha (those born between 2010 and 2025) are the first generation of digital natives; therefore, brands must provide unique and immersive experiences that will capture their attention and not get lost in a world of over saturated digital content. By adding personalised elements to brand content – it elevates the consumer experience and adds an individuality to consumers experiences. Social media is a keyway to engage younger consumers, specifically short form video content such as apps like Tik Tok and Instagram Reels which capture the next generations short attention span.

My final campaign is titled “Access All Alpha” I chose this as the name for my campaign as it is intended to be a well-rounded educational platform for the next generation of luxury consumers – Generation Alpha.

Generation Alpha are characterised as those born between 2010 and 2025, meaning they are currently between the ages of 11/12 or are yet to be born. They are the new generation, the generation of change and the new future consumer for the luxury fashion market to target. They are the new emerging consumer that luxury brands must target to stay in touch with the zeitgeist.

CALLING FUTURE CONSUMERS

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The title is a further development from the AlphaBet concept I created as part of my 360 campaign. The Access All Alpha campaign aims to create a social media space for Generation Alpha consumers to build a community of individuals with shared values and mindsets. Through promoting slow consumption and the idea of investing in high quality items that will last for years the campaign aims to educate the future consumer of the dangers of overconsumption.

Although I have specifically focused on denim as a material (Access All Alpha: The Denim Edit) the idea for the campaign is that it can be used to educate consumers on any issue within fashion. From fast fashion to water waste, the Access All Alpha platform can be used to promote all aspects of being conscious and educated consumers. The aim is to educate, consumer no matter what the chosen issue.

For full explinations for each word please see the Acces All Alpha: ALPHABET Book.

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As my final campaign is centred around education, I thought it worked well to continue the Alphabetical narrative from my previous work. The AlphaBet which encompasses everything the campaign embodies, and values began with a simple ABC idea. A is for Alpha, B is for better, C is for conscious and so forth. Once I had the initial idea, I then created a word for each letter that had a meaning that aligned with my campaign.

The narrative surrounding the Access All Alpha campaign is to promote a “buy less, buy better” mentality among younger consumers, who are the future of consumerism. To encourage consumers to be conscious in their purchasing decisions For Generation Alpha sustainability is no longer an option but a conscious decision that must be made to keep the environment they live in accommodating. Instead of sustainability being a decision it is now a lifestyle.

Research demonstrates that the fashion industry is one of the top five polluting industries, with current fashion production making up for around 10% of the worlds carbon emissions. One of the main culprits of this is the fast fashion industry. According to The Eco Experts “Fast fashion refers to clothing made from cheap material – often containing microplastics. On top of this, the clothing is usually manufactured in Asian countries, where most factories run on coal and gas.” (Howell, 2021)

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I N S P I R AT I O N S Whilst researching into educational social media channels and what is needed to make them a success, I discovered an Instagram account named ‘Future Earth’. Future Earth is a non-profit organisation founded by Stephanie Shepherd and Max Moinian. Future Earth is described as a ‘community and online platform that seeks to inspire meaningful engagement with the climate crisis through education on social media.’ (Future Earth, 2021).

Future Earth has been a huge inspiration throughout my final project as it is not only educational but also aesthetically pleasing – something that is incredibly important to consider when targeting Generation Alpha as their attention can drift at a rapid pace.

"A lot of what I was finding was very corporate and scientific to the point where it was completely going over my head. I wanted to create a way of communicating the crisis to my friends, in an engaging, relatable and aesthetically digestible way." (Shepherd, 2021) The notion of being relatable and down to earth is key within both my personal brand and the Access All Alpha campaign, the campaign must appeal to the youthfulness and social consciousness of Generation Alpha. The idea is to attract younger consumers and build a connected community, therefore it is crucial to be authentic.

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PA R T T WO

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CONSUMER PORTRAIT AND PSYCHOGRAPHICS The target consumer for my Instagram campaign is an 11-yearold girl named Kai who was born in 2011 making her the part of the older half of Generation Alpha, in the next few years she will be entering her teenage years and will be the key demographic for my campaign. In the year 2025 Kai will be 14 years old. Kai is located in an inner-city townhouse; she is growing up in a city due to having millennial parents who focused on having good careers as well as young families – moved to the city to bring up their children in a diverse and vibrant area.

Although she identifies a female and uses, She/Her/They pronouns, Kai enjoys expressing gender fluidity within the clothes she wears as gender diversity and acceptance is embraced within her generation, there is much less pressure to conform to societies rules. She is highly educated as she spent her primary school education years learning remotely from home this means she finds empowerment in learning. As part of Generation Alpha Kai has a high level of digital literacy and digital communication skills due to growing up playing video games and socialising online.

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Kai’s hobbies and interests include socialising with friends both online and in person, spending quality time with family, being outside in the environment. VR and online gaming , video content creation She values equality, social justice, environmental action, and protection. Diversity and inclusivity are also important to Kai as she spends her time in diverse circles of people.

Kai consumes media via Instagram and Tik Tok content. YouTube content. Digital and online content rather than traditional media such as television and radio. In terms of her lifestyle Kai is well educated, strong communities and strong group of diverse friends, value authenticity and strong bonds within their circles.

Health conscious due to millennial parents, disposable income from parents – not spoilt but comfortable and privileged with materialistic items. This is why they should be targeted as they are the next generation of luxury consumer.

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COMMERCIALISING THE CONCEPT To ensure my campaign is well rounded and dynamic I decided to create a commercialised t-shirt range to further develop my digital skills. The collection is made up of three t-shirt designs which are genderless and oversized therefore fit any body shape. The three t-shirt designs are bold, vibrant, and energetic to catch the eye of Generation Alpha consumers in an oversaturated and overpopulated fashion landscape.

Through using the bold blue colour that appears throughout my project and pairing this with white and black t-shirts I have designed three slogan tees that can be worn by anyone at any time. I chose to include this within my project as it shows that I can work in a more commercial way and am able to create designs when needed. The aim of the t-shirts is to be worn for years, when the owner is bored the t-shirts, or they no longer find enough use for them, they can pass the items on to family, friends or strangers through the online community created by the Access All Alpha Instagram campaign.

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LABELS Alongside the commercial t-shirt line, I have also designed a mock-up label for the t-shirts which say “please take care of me. When you no longer need me pass me on to a friend. Keep the cycle going. Access All Alpha” The t-shirt labels are a way of further developing the narrative of treasuring clothing and keeping the fashion cycle moving. The labels add a personal touch to the t-shirt range as personalisation and authenticity are key to capturing the attention of the Generation Alpha consumer group.

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MARKET LEVEL My project is based within the luxury market – specifically focused on how the next generation will purchase into luxury. Through educating them before they have the means to buy, therefore instilling them with the narrative of being conscious consumers and making thoughtful purchasing decisions.

I have chosen the luxury market as this is where my personal brand sits but also where well informed Generation Alpha Consumers will shop. In an article written for The Guardian it stated that “for today’s kids’ fashion is less about fitting in and more about making choices that reflect their own identity.” (Elan, 2020) Generation Alpha value authenticity and strong relationships therefore it is crucial that luxury fashion brands build and maintain long lasting relationships with this consumer group through having a strong social media presence.

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PA R T T H RE E

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W H Y I N S TA G R A M ?

Instagram is not only a social media platform I use every day and am familiar with but also incredibly popular among younger generations who are growing up in the digital age, living an almost double life – the life they lead in person in the physical world and the personas they perceive themselves to be online in the digital sphere.

I chose Instagram as my platform of choice for my final campaign as I believe it is the most accessible and intuitive for the new generation of consumers. It is estimated that by 2025, the year that the last members of the generation alpha age group will be born there will be around two million Generation Alpha children globally. Due to Generation Alpha consumers being brought up in the age of social media they are savvy on platforms such as Instagram, Tik Tok and even more up and coming sites such as Discord, using social media sites is like second nature to them. Brands should be harnessing this attachment to social media and using it to drive purchasing decisions of

the next generation of consumers. Influencer marketing and social media celebrities are the norm of the next generation of consumers therefore I believe Instagram is the best platform to educate them through.

Facebook bought Instagram in 2012, and since Facebooks rebrand to ‘Meta’ in 2021 Instagram is now making its own steps to enter the digital realm of the metaverse.

Through research I found that the easiest description of the metaverse is as follows, “The metaverse — defined most simply as a virtual world where people can socialize, work, and play. The idea is to create a more immersive internet, in which we’ll use tech like AR and VR to spend our time engaging in virtual spaces and experiences rather than the physical world.” (Ghaffary, 2021) This leap into the metaverse is another key reason why I chose Instagram as my platform of choice. As a platform they are making steps into welcoming the new, digitally native generation.

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REELS PLAN To keep the target audience of my campaign engaged I have created a number of reels as my research showed that reels provide Instagram users with higher engagement rate due to the explore page displaying video content more than static images.

Instagram Reels allows users to create engaging, fun, and short videos using a catalogue of music and user-generated Reels media on Instagram. (gotter, 2020) The reels I have created show both final edits of shoot content and also behind the scenes content to provide a well-rounded view of how my campaign came to life from the initial tests shoots to the final shoot in the studio.

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BRANDING

COLOUR

Blue is the most common colour of denim, due to the properties of blue dye meaning the colour sticks when exposed to hot temperatures.

Blue represents nature in the form of the sea and the sky.

Research shows that it is a colour associated with open spaces and intuition, imagination, and inspiration. Blue is also proven to symbolise trust, loyalty, and sincerity – all characteristics that Generations Z and Alpha value. Blue also represents the internet and technology; some believe it is the colour of innovation. Many websites use the colour blue as it represents creativity, professionalism, and loyalty.

To ensure both the Instagram campaign and all visuals I create have a cohesive look and aesthetic to them I have experimented and brainstormed with multiple fonts and colours to ensure I found the best design.

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BRANDING

FONTS

Fonts I experimented with included the following: -

Uniwars Zekton Super Air Ben Triple Dot Digital-7

I wanted the text for my project to be futuristic and bold as it represents the next generation who are unapologetically themselves. With bold values and identities, it was key for me to capture this within the font I chose. The font I finalised on was “uniwars” it is described as an ‘outstretched, orthogonal headliner inspired by antiseptic twentieth-century Japanese logotypes, Uniwars will inject your designs with an atypical, neoteric sense of style.’ (Larabie, 2022) For my text through the project, I have also used Arial Bold and Arial Black as they are clear, easy to read and stand out against any background visuals. Due to the educational nature of my work, it was crucial to use a font that is understandable to all.

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CONTENT PLAN SCHEDULE

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To ensure my campaign had a strategic plan and structure I have created a weekly plan of what content I will post over the final few weeks of university – posting throughout the month of May. I plan on posting around 3 to 4 posts a week, to create an organised way of posting my content but to avoid overloading the account with content too quickly.

I will post reels I have created as well as static content which includes photoshoot imagery, educational posts, and facts to ensure that the content is not repetitive and boring.

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CONTENT SCHEDULE

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CONCLUSION To conclude, my final major project consists of two final images that I have chosen from the several photoshoots that I have conducted. (Please see my styling and Concept direction books for all information and processes regarding imagery and photoshoots).

The main focus of my project is to educate the next generation of luxury consumers through using bold imagery and researched and referenced facts and figures regarding overconsumption

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REFERENCES Elan, P. (2020, May 25). Shopping habits of generation Z could spell end of fast fashion. The Guardian. https://www.theguardian.com/fashion/2020/may/25/ shopping-habits-ofgeneration-z-could-spell-end-of-fast-fashion Future Earth. (2021). About. Future Earth Catalog. https://futureearthcatalog. com/pages/about-us Ghaffary, S. (2021, November 24). Why you should care about Facebook’s big push into the metaverse. Vox. https://www.vox.com/recode/22799665/ facebook-metaverse-meta-zuckerberg-oculus-vr-ar Gotter, ana. (2020, December 17). What Instagram Reels Mean (and Don’t Mean) for Social Media Managers. Agorapulse. https://www.agorapulse.com/ blog/instagram-reels/ Howell, B. (2021, August 27). Top 7 Most Polluting Industries. The Eco Experts. https://www.theecoexperts.co.uk/blog/top-7-most-polluting-industries Larabie, R. (2022). Uniwars | Adobe Fonts. About Uni Wars. https://fonts. adobe.com/fonts/uniwars#about-section Shepherd, S. (2021, June 4). Steph Shep Wants to Save the World. PAPER. https://www.papermag.com/future-earth-steph-shep-2653237419.html

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IMAGE REFERENCES Consumer moodboard 1.

Project Stop Shop via Eco Age. 2019 https://eco-age.com/wp-content/uploads/2019/10/ img_2476-e1597844295911.jpg what-is-the-problem-with-sustainable-fashion 2.

Jacquemus Kids via Hypebae.com. 2021 https://hypebae.com/2021/12/jacquemus-pink-holiday-collection-kids-homecollaborations-decor-release-where-to-buy 3.

Inkbox tatoos. Designed by Madison Riese. 2021 https://inkbox.com/products/meep 4.

Photography by RENELL MEDRANO via Teen Vogue. 2018 Skate Kitchen Girl Crew https://www.teenvogue.com/story/skate-kitchen-all-girl-crew-visibility-matters 5. borderless main square | image courtesy of teamlab. 2018 https://www.designboom.com/art/teamlab-mori-building-digital-art-museumopen-interview-07-15-2018/ Aimé Leon Dore x New Balance 827 Collaboration. 2020 6. https://solecollector.com/news/2020/03/aime-leon-dore-new-balance-827release-date 7.

Karolina Maszkiewicz. Pollo Alluve. 2018 https://www.karolinamaszkiewicz.com/ 8.

Wildflower Crewneck. 2022 https://thisiswildflower.co/products/wildflower-crewneck-edition002?variant=32410868023373

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