Brand Deconstruction
STUDENT HIGH STREET A site for young designers to sell their goods online. Went live October 2016
London based ran by a Kiwi girl. Masstigue/Middle market Inspired by surrounding environment Slight Bohemian vibes
SHS. Official Website (Online) 2017
STUDENT HIGH STREET
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The Student High Street is an online marketplace and platform that creates a space for young designers, artists and musicians. They are a "disruptive and innovative millennial e-commerce platform" that aims to bring new talent together to create amazing products and content.
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They are all about championing emerging brands and bring the latest trends to their customers, whatever the medium. They have been able to tap in to the zeitgeist as they are made by the youth, for the youth.
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They also give business and pastoral advice to the people that join the movement, helping them grow and nurture their businesses to engage a national and even international audience. SHS. Official Website (Online) 2017
TEAM BRAINSTORM
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When we initially looked at the brand, we felt a bit uninspired and that the words used on their website did not match up to the expectations when seeing the clothes. We felt the clothes looked basic, plain, and nothing out of the ordinary.
London based fashion label that came to life March 2016
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Stay Sunny Chicago is aesthetic delicate and balances between the desirable and the accessible and is steadily growing a cult following from fashion bloggers and shoppers alike.
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Consistently evolving and drawing inspiration from the environmental surroundings
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Founded by designer Sophie Burrowes in 2016 Stay Sunny Chicago. Official Website (Online) 2017
STAY SUNNY CHICAGO •
Minimal-with-a-twist aesthetic clothing
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Selection of womenswear T-shirts, tops, trousers, skirts & accessories available to purchase on the website
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Mid market prices
Stay Sunny Chicago. Official Website (Online) 2017
Stay Sunny Chicago. Official Website (Online) 2017
SSC Official Twitter (Online) 2017
COMMUNICATION CHANNELS
SSC Official Facebook Page (Online) 2017
SSC Official Instagram (Online) 2017
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Stay Sunny Chicago has a fun youthful vibe which is reflected in their communication channels, by giving the fast and consistent content that is all too frequently craved by their target demographic.
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It also creates a personal connection with their consumers as they can immediately see their reaction to their content.
COMMUNICATION CHANNELS
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Stay Sunny Chicago. Official Website (Online) 2017
They want to be a fashion forward brand worn by early adopters and those ahead of the curb in the fashion world and so being featured on fashion blogs and sites such as London Fashion Week Festival means they are in contact with their target consumer and get guaranteed exposure.
COMMUNICATION CHANNELS ASOS marketplace (Online) 2017
• For Stay Sunny Chicago, being on the ASOS marketplace fits within their brand narrative as the online store is frequented by the same target demographic and the apparel itself is within the same price point. Letmewearthat.co.uk. UK Blogger. (Online) 2017
VISUAL DECONSTRUCTION
Stay Sunny Chicago. Official Website (Online) 2017
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Their attitude- “Fashion for the trend setters, the jet setters and the fearless. Delicately balancing on the desirable and the accessible.” So they want to be on the ball with upcoming fashion, create attitude and edginess. And to be known for setting styles for others to copy/ admire?
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Tone of voice- ‘consistently evolving and drawing inspiration from its environmental surroundings, the Stay Sunny Chicago aesthetic delicately balances between the desirable and the accessible. The Stay Sunny girl is our dream girl. It's fashion for the trend setters, the jet setters and the fearless.’ Direct quote from their ASOS.
VISUAL DECONSTRUCTION
Stay Sunny Chicago. Official Website (Online) 2017
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Their text is presented delicately balancing between desirable and accessible
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Son-serif fonts
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They describe themselves as ‘fashion for trend setters, jet setters and the fearless’ there is definitely nothing on their website that I would describe as fearless.
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There are a few garments that are more interesting like this leather jacket for example It has an edgier style and vibe to it but this is almost confusing as the rest of the website is not like this.
STAY SUNNY GIRLS – Section on SSC’ website • The brand interviews successful women from all over the world to gain inspiration which, helps generate ideas for the company. • Epitome of a stay sunny girl: A real girl in an unreal world, trend setters and jet setters. Creative individual, confidence and passionate.
Stay Sunny Chicago. Official Website (Online) 2017
Alexander Fullerton Starling Project NM Kelly Thompson- The feminine and delicate style of Kelly captures the essence of who a stay sunny girl is.
CONSUMER PROFILE
Bubbly by nature, she exuberates youth and femininity. Kind and compassionate, a country girl who eats healthy and cares for the environment. She loves to travel the world, with Ed Sheeran as the soundtrack to her life. With a floaty, floral wardrobe, she thrives off summer, and the cute freckles that come with it.
COMPETITORS
Stay Sunny Chicago This Means Business Jumpsuit £69
Zara
JUMPSUIT£ £65
Stay Sunny Chicao Valencia Black Dress £65
FRENCH CONNECTION New Look
Black Floral Print Mesh Overlay Tunic Dress £22.99
Stay Sunny Chicago Frankie Dress £49
STAYTON RUFFLE BARDOT DRESS £65
BRAND POSITING MAP High Price
Classy
Fashionable
Low Price
KEY INSIGHTS
• Stay Sunny is a light and playful international brand that can float into any one’s wardrobe and promote a carefree spirit. • Inspired from the environmental surroundings for collections • Gain inspiration from women all over the world to generate ideas for the company. • Women empowerment – connoted through imagery, choice of model and styling.
Stay Sunny Chicago. Official Website (Online) 2017
Ideas & Themes Grey Gardens X Stay Sunny Chicago
• Nostalgia • Individuality • Freedom X • Women Empowerment • Social Norms • Cultural Diversity
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