Brand And Visual Inquiry

BRAND AND VISUAL INQUIRY

CONSUMER INSIGHT

Lecturer: Rebecca Morris

Submitted by: Nguyen Do Tuan Hiep

S3938135

TABLE OF CONTENT

Introduction

Priority values, motives & motivation

Value

Motivation

Motives

Brass Tokyo's Campaign.

Kaisers ‘Self Concept’, self-extension, and social Props

"Mainstream Downstream" Campaign

Key props in my life

MBTI Test: ENTJ-A/T Commander

Ideal vs actual myself

In this report, I'll look at the concept of self, based on my perspective. I will discuss how my personality fits the different concepts of values and motivations. Using a more personal approach, I will also show several brand campaigns that appeal to my own needs and interests, highlighting how self-concept may influence our purchase decisions. This report aims to provide insight into the link between our sense of self and our consumer behavior, emphasizing the significance of authenticity and alignment in leading a fulfilling life.

Priority values, motives & motivation

My Value : Utilitarian

After identifying my demography and psychology through Maslow's Hierarchy, I found that the utilitarian value best aligns with my personal values. I tend to make rational decisions when it comes to purchases and consider the true benefits of an item before buying it. I ask myself questions such as, "Do I really need it?", "Is it worth the cost?", and "How long will it last?". For me, an item's value is determined by its benefits divided by its cost, which means that if the item is more functional and practical than what I paid for it, then it has value. I believe that investing in items that have potential performance and longevity is a wise decision, and I rarely regret spending money on such items.

I also value the after-use of an item and do not throw away any garments. Instead, I give them a second life by selling them on various platforms. For example, I sell most of my unused garments on a Facebook Marketplace Group in Vietnam called “Nghiện Đồ Cũ”, which has over 300,000 members. For more valuable items, I use Grailed, the largest global online marketplace for authentic second-hand designer clothing with approximately 10.5 million monthly visitors( Grailed n.d).

My Motivation and Motives

According to Consumer Behavior: In Fashion (Solomon 2009), I am able to determine that myself associated with the adornment theory, as a fashion enthusiast since I really care about the practicality and functionality of an item but I also adore the aesthetic appeal of clothing. As a fashion enthusiast, I personally think that fashion is a way to express my personal style and identity through clothing, and it includes both function and form For example, while a Uniqlo UV-protection jacket may be very practical for the hot weather in Saigon, I would not want to wear a tight and odd jacket that covers my entire body. I appreciate garments that are uniquely cut, structured, and deconstructed, and I enjoy standing out from the crowd by wearing distinctive clothing.

I would describe my motives as a combination of both emotional and rational, as I tend to approach things with both practicality and sentimentality in mind. For instance, when it comes to making purchases, I take great care to consider my options and even read many fashion books to develop my personal style, as I prefer not to waste money on items I won't keep for the long term. I feel a sense of satisfaction when I find something that aligns with my lifestyle. Having said that I do find that my friends, who have great fashion sense, can occasionally influence me to make purchases based on emotion rather than practicality. There have been a couple of times when I've been swayed by their style or recommendations and ended up buying something purely for its brand aesthetic appeal.

Figure 3: Uniqlo UV protection jacket

Figure 4: Peter Do's Team

Brass Tokyo's "Inherited Shoes" video campaign

The Brass Tokyo "Inherited shoes" campaign video is very compelling, as it promotes the brand's durable boots and repair services through a touching story. The video showcases a man who discovers his passed-away grandfather's old boots in the garage and decides to give them a new journey by repairing and wearing them. The emotional connection between the man and his grandfather's boots is evident, and it effectively conveys the message of the campaign that Clinch boots are built to last and can be cherished for generations.

“It has no alternative, only one owner’s shoes”

Figure 5: A scene screenshot of "Inherited Shoes"

Figure 6: A scene screenshot of "Inherited Shoes"

Minoru Matsuura who is the founder of Brass Tokyo started as a boot repairman and went on to establish his own brand “Clinch”. Matsuura mentions that his inspiration for the Clinch style comes from modifying existing designs with his own personal touch (Robinson 2019). The use of heritage and classics in the video effectively portrays the brand's commitment to quality and craftsmanship, as well as the founder's passion for his work. As someone who values the longevity and versatility of a good pair of shoes, I appreciate the message delivered in the video and the importance of investing in a valuable and timeless item. Overall, in my opinion, the Brass Tokyo "Inherited shoes" campaign video is a powerful example of how a brand can promote its products through an emotional and relatable story.

Figure 7: A scene screenshot of "Inherited Shoes"

Figure 8: A scene screenshot of "Inherited Shoes"

Kaisers ‘Self Concept’, self-extension, and social Props

"Mainstream Downstream" Campaign

A pair of shoes appeared on the Navligio Grande canal This is how an intriguing and shocking fashion collection by Carol Christian Poell for Spring/Summer 2004 titled "Mainstream-Downstream” began, On the Viale Cassala bridge, only a small number of journalists and clients were invited. The name of the collection is a metaphor for the state of fashion, where mainstream trends flow unconsciously in a single direction. The models wore full ensembles of rigid leather with injections of blood-red throughout, and they floated like corpses on the canal, which flows downstream. What's unique about this show is that the models did not have any rehearsal, and it was a "Go hard or go home" moment Unlike typical shows with a runway and seating arrangement, "MainstreamDownstream" was a bold and daring event that left a lasting impression.

(Zacc 2020; Park n.d)

Figure 9:Mainstream-Downstream cassette

Figure 10: CCP's models were floating on the Navligio Grande canal

Figure 11:CCP's models were floating on the Navligio Grande canal

Figure 12: The beginning scene

Figure 13: CCP's models were floating on the Navligio Grande canal

This campaign is appealing to me because myself is a controversial person and stick to the adornment theory, As someone who values uniqueness and goes against the norm, I am intrigued by the anti-fashion approach of designer Carol Christian Poell. His work is bizarre, impractical, and thought-provoking, and it goes against the traditional ideals of femininity and trendiness in fashion. While his garments are difficult to wear and make the body look unnatural, they are experimental and technically complicated. This campaign has inspired me to step out of my comfort zone and take risks with my fashion choices As a fashion enthusiast, I appreciate the connection between humans and garments, and watching Carol's work motivates me to be bold and unapologetic in my fashion choices.

Figure 14: CCP's derbies

Figure 15: CCP's works

Key items in my life

My perfume: Deep Forest

My boots: White’s engineer boots

This is the boot I'll wear for life, it's incredibly comfortable and made of high-quality leather that can last for decades. Despite the high cost, I'm satisfied with its performance and believe it's worth the investment

As of 2023, I've embraced a sustainable lifestyle while still expressing my personal style. To achieve this, I've committed to wearing one pair of 80s Levi's 501 pants and a pair of versatile boots for a year. This classic and durable pant is easy to pair with various tops, making it a perfect choice for a minimalist wardrobe.

This is a gift from my mom, she said that it was bought at a famous pagoda at Phu Quoc. I superstitiously believe that the spirit in that necklace give me luck and I have been very lucky since wearing it, so I wear it daily even when I go to bed

My Necklace

Figure 18:My boots taken by Tuan Hiep

My denim: Levi’s 501

Figure 16: Frama Deep Forest

Figure 17:My Levi's 501 taken by Tuan Hiep

Figure 19: My necklace taken by Tuan Hiep

My Notebook

Carrying a notebook is crucial to my personality and creative process, as I draw inspiration from my surroundings. Noting it down or capturing moments in my notebook allows me to record daily influences and use them for my personal creative works.

MBTI Test: ENTJ-A/T Commander

After taking the personality test, the results revealed that I am an Assertive Commander, also known as ENTJ-A. This personality type is characterized as being extraverted, intuitive, thinking, judging, and assertive. Commanders are said to make up only three percent of the population, and they tend to dominate and overpower those who are more timid or sensitive. While their confidence and determination can be admirable, their tendency to view others as inefficient, incompetent, or lazy can also lead to making enemies easily. As a Commander,

I thrive on challenges and am not intimidated by obstacles, no matter how big or small. My extroverted nature means that I am likely to bring others along with me in achieving impressive results Overall, being an Assertive Commander comes with both strengths and challenges, and self-awareness is key to ensuring that my assertiveness is used in a positive and constructive way (16 personalities).

Figure 20: My Notebook taken by Tuan Hiep

Figure 21:A screenshot of my personality

Figure 22:A screenshot of my personality analysis

Ideal vs actual myself

In my view, the personality test was fairly accurate in its portrayal of my personality traits. I have a natural inclination towards taking on leadership roles in group projects, and I tend to assign tasks to my teammates However, I do struggle with trusting others, which sometimes leads me to take on too much work myself. Despite this, I value social interaction and enjoy working with new people. Contrary to what the test suggests, I do not seek to undermine or belittle others. I believe that everyone has their own unique strengths and abilities, even if they are not immediately apparent, and I try to be respectful of everyone's contributions. In fact, I often learn from others and their perspectives, which helps me grow both personally and professionally.

My secure consumption constellation

IWhen I was in high school, I always wanted a pair of Tabi Boots. However, the idea of wearing high heel boots was not accepted by everyone, and I didn't want to cause any controversy. But when I turned 18, I realized that it was time for me to do something significant to mark my entry into adulthood Two years ago, I decided to buy a pair of Maison Margiela Tabi boots as a gift to myself on my 18th birthday. It was a tough decision to make, as it was a significant purchase that required me to spend most of my savings from high school. But when I received the boots, I realized that it was worth it. Not only were the materials and aesthetics of high quality, but wearing the boots also allowed me to step out of my comfort zone and have a new social life.By wearing the Tabi boots, I had many cool conversations with people who were interested in them, and I made new friends who shared my hobbies Now, I feel comfortable wearing these boots daily, and I have become more confident in being myself. I am not worried about what other people think of me, as the clothes and accessories that I wear represent who I am and define me as an individual.

Figure 23:My outfit with Maison Margiela Tabi Boots taken by Tuan Hiep

Figure 24:My mom interested in my Tabi boots taken by Tuan Hiep

Figure 25:My mom bought herself a white pair taken by Tuan Hiep

REFERENCE LIST

Solomon, M R & Rabolt, N J 2009, Consumer behavior: In fashion, 2nd edn, Pearson/Prentice Hall, Upper Saddle River, N J

Frama n d , Eau de Parfum | Deep Forest | 50 mL, FRAMA, accessed 24 March 2023, <https://framacph com/products/eau-de-parfum-deepforest-50-ml>

Grailed n d , About Us, Grailed, accessed 24 March 2023, <https://www grailed com/about>

NERIS Analytics Limited 2013, Commander Personality: Introduction, 16Personalities, NERIS Analytics Limited, accessed 24 March 2023, <https://www 16personalities com/entj-personality>

Park n.d., Carol Christian Poell - Spring/Summer 2004 ARCHIVED, archived.co, accessed 24 March 2023, <https://archived.co/CarolChristian-Poell-Spring-Summer-2004>

Robinson, B 2019, A Deep Look at Tokyo’s CLINCH: a Very Rare Bootmaker Indeed, Stitchdown, accessed 24 March 2023, <https://www.stitchdown.com/brands/clinch/clinch-boots-brass-tokyo-brand-profile/>.

Zacc 2020, Mainstream-Downstream, Facebook, accessed 24 March 2023, <https://www facebook com/2085636635007334/posts/2846511172253206/>

IMAGES

Figure 1:Grailed n d , About Us, Grailed, accessed 24 March 2023, <https://www grailed com/about>

Figure 2:Nghien Do Cu n d , NGHIỆN ĐỒ CŨ | Facebook, www facebook com, accessed 24 March 2023, <https://www facebook com/groups/1093018084206892>

Figure 3:Uniqlo n.d., UV protection, accessed 24 March 2023, <https://www.uniqlo.com/vn/en/products/E456788-000? colorCode=COL63&sizeCode=SMA003>

Figure 4:Peter Do n d , Peter Do, runway360 cfda com, accessed 24 March 2023, <https://runway360 cfda com/designers/peterdo>.

Figure 5:Brass Tokyo 2021, The inherited shoes - Brass Shoe Co / CLINCH BOOTS & SHOES, www youtube com, accessed 24 March 2023, <https://www youtube com/watch?v=o-SFU6M8G2M&t=336s>

Figure 6:Brass Tokyo 2021, The inherited shoes - Brass Shoe Co / CLINCH BOOTS & SHOES, www youtube com, accessed 24 March 2023, <https://www youtube com/watch?v=o-SFU6M8G2M&t=336s>

Figure 7:Brass Tokyo 2021, The inherited shoes - Brass Shoe Co / CLINCH BOOTS & SHOES, www youtube com, accessed 24 March 2023, <https://www.youtube.com/watch?v=o-SFU6M8G2M&t=336s>.

Figure 8:Brass Tokyo 2021, The inherited shoes - Brass Shoe Co / CLINCH BOOTS & SHOES, www youtube com, accessed 24 March 2023, <https://www youtube com/watch?v=o-SFU6M8G2M&t=336s>

Figure 9:Carol Christian Poell SS04 ‘Mainstream-Downstream’ n d , MIDTOWN ARCHIVE, accessed 24 March 2023, <https://midtownarchive com/blogs/library/carol-christian-poell-ss04-mainstream-downstream>

Figure 10:Carol Christian Poell SS04 ‘Mainstream-Downstream’ n.d., MIDTOWN ARCHIVE, accessed 24 March 2023, <https://midtownarchive com/blogs/library/carol-christian-poell-ss04-mainstream-downstream>

Figure 11:Park n d , Carol Christian Poell - Spring/Summer 2004 ARCHIVED, archived co, accessed 24 March 2023, <https://archived co/Carol-Christian-Poell-Spring-Summer-2004>

Figure 12:Park n d , Carol Christian Poell - Spring/Summer 2004 ARCHIVED, archived co, accessed 24 March 2023, <https://archived co/Carol-Christian-Poell-Spring-Summer-2004>

Figure 13:Park n d , Carol Christian Poell - Spring/Summer 2004 ARCHIVED, archived co, accessed 24 March 2023, <https://archived.co/Carol-Christian-Poell-Spring-Summer-2004>.

Figure 14:Grailed 2017, The History of Carol Christian Poell, Grailed, accessed 24 March 2023, <https://www grailed com/drycleanonly/carol-christian-poell-master-class>

Figure 15:Grailed 2017, The History of Carol Christian Poell, Grailed, accessed 24 March 2023, <https://www grailed com/drycleanonly/carol-christian-poell-master-class>

Figure 16:Frama n d , Eau de Parfum | Deep Forest | 50 mL, FRAMA, accessed 24 March 2023, <https://framacph.com/products/eau-de-parfum-deep-forest-50-ml>.

Figure 17: Primary source

Figure 18: Primary source

Figure 19: Primary source

Figure 20: Primary source

Figure 21: NERIS Analytics Limited 2013, Commander Personality: Introduction, 16Personalities, NERIS Analytics Limited, accessed 24 March 2023, <https://www 16personalities com/entj-personality>

Figure 22: NERIS Analytics Limited 2013, Commander Personality: Introduction, 16Personalities, NERIS Analytics Limited, accessed 24 March 2023, <https://www 16personalities com/entj-personality>

Figure 23: Primary source

Figure 24: Primary source

Figure 25: Primary source