Diesel Tween Design Brief

DESIGN BRIEF

Norene Calamayan

Diesel Kids DESIGN BRIEF

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TABLE OF CONTENTS

4 5 6 7 8 10 2

Diesel Kids DESIGN BRIEF

Design Problem

Design Solution

Target Audience

Color Palette

Visual References

Type Specimens

Diesel Kids DESIGN BRIEF

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DESIGN PROBLEM

DESIGN SOLUTION

>>The lack of a clothing catalog designed specifically for the new breed of young consumers.

>>Create a catalog to instantly gratify this generation of overindulged kids.

With a new breed of fashion forward consumers, Tweens have noticeably greater spending power and responsibility due to increased numbers of dual-income and nontraditional families the need for wearing the latest fashions, being in style, and gaining the prestige of wearing brand names have

Flush with babysitting money, gift cards or money from allowance, tweens are at the heart of the lucrative youth marketRecognize that tweens tend to follow, not set, trends. “Giving this group your attention and respect goes a long way,” says Kit Yarrow, co-author of “Gen Buy: How Tweens, Teens, and Twenty-Somethings are Revolutionizing Retail. They will promote your products for you if they feel like you’re on their team.”

Today’s children are growing up in a very different world, where technology is ubiquitous, materialism is rampant and “happiness” is the ultimate goal, to be pursued at all costs and the need for wearing the latest fashions, being in style, and gaining the prestige of wearing brand names.

No longer little kids and not yet teens, 8-12 year old kids are discovering shopping, brand names and where they fit on the spectrum. Teens want to be acknowledged and feel validated.

Job, Helen. The Tween Consumer 2011. 2010. 19 August 2011 <http://www.stylesight.com/fashionoffice/board-dynamic.php?ref_node=node350 0&boardnum=16519&mypage=1>.

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Diesel Kids DESIGN BRIEF

Here’s how to reach out to these savvy shoppers: Recognize that tweens tend to follow, not set trends. Create a sense of place. Pre shopping can determine what tweens buy, where they shop and how much they’ll pay for something. They’re not necessarily purchasing online or in the store right away, but they’re browsing and sharing ideas and instantaneously getting feedback from friends.

Ginsburg, M. (2010, August 10). Tough Customers: How to appeal to tween consumers. Retrieved August 22, 2011, from http://www.chicagobusiness.com/

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TARGET AUDIENCE:

COLOR PALETTE:

The Tween Consumer

CMYK

Meet Generation Z (age 8-14)â&#x20AC;&#x201D; the most technologically advanced and socially aware generation yet. Between ages eight and fourteen, new tweens are digital natives, having never known a time without mobile phones or the Internet. They are collaborative and creative and take for granted the ability to interact and shape the world while they are observing it.

Since this project brief is designed for a print catalog, the colors used will be CMYK, which are versions of the primary colors, blue, red, yellow and black. They create full color images like you would see in any fashion magazine.

These colors will remain youthful yet still follow Dieselâ&#x20AC;&#x2122;s edgy aesthetic.

They are growing up faster than any generation before them, and as a result are savvy, street smart, more educated, more entrepreneurial and have major influence on buying decisions. They are also realists who place a high priority on environmental and social responsibility.

Comfortable with and even dependent on technology, having grown up in a digital world where technology was ever-present. They are materially satisfied, yet financially conservative, being born to older parents and smaller families, and having witnessed the impact of the recent economic slowdown. they are well educated, informed, and environmentally and trend conscious.

They are well aware of trends in fashion, always looking to what everyone else is wearing.

C: 8 M: 0 Y: 23 K: 0

C: 6 M: 20 Y: 0 K: 0

C: 31 M: 13 Y: 0 K: 8

C: 24 M: 36 Y: 0 K: 19

C: 0 M: 0 Y: 0 K: 31

C: 8 M: 0 Y: 70 K: 0

C: 7 M: 40 Y: 0 K: 8

C: 50 M: 1 Y: 0 K: 8

C: 24 M: 54 Y: 0 K: 19

C: 0 M: 0 Y: 0 K: 59

C: 8 M: 0 Y: 98 K: 0

C: 7 M: 70 Y: 0 K: 8

C: 80 M: 35 Y: 0 K: 19

C: 34 M: 81 Y: 0 K: 27

C: 0 M: 0 Y: 0 K: 92

C: 8 M: 0 Y: 98 K: 29

C: 11 M: 92 Y: 14 K: 8

C: 100 M: 78 Y: 0 K: 19

C: 61 M: 85 Y: 0 K: 17

C: 0 M: 0 Y: 0 K: 100

Job, Helen. The Tween Consumer 2011. 2010. 19 August 2011<http:// www.stylesight.com/fashionoffice/board-dynamic.php?ref_node=node3500&boardnum=16519&mypage=1>.

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Diesel Kids DESIGN BRIEF

Diesel Kids DESIGN BRIEF

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VISUAL REFERENCES

Competition: Nordstrom Catalog, Kids Wear pages

Layout Inspiration # 1

Competition: JCrew “Crewcuts” holiday catalog Layout Inspiration # 2 J.Crew. (2010). Retrieved August 23, 2011 Job, H. (2010). The Tween Consumer 2011. Retrieved August 19, 2011, from http://www.stylesight.com/fashionoffice/board-dynamic.php?ref_node=node3500&boardnum=16519&mypage=1 Thapa, Benjamin. Magazine Layout. 24 February 2011. August 2011 <http://benthapa.blogspot.com/2010/02/magazine-layout.html>.

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Diesel Kids DESIGN BRIEF

Nordstrom Catalog August 2011 Issue http://global.syndeca.com/nordstrom/catalog/august-11/?catalogid=aug11cat Diesel Kids DESIGN BRIEF

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TYPE SPECIMENS

http://www.typographics.com http://bryanmacdonald.wordpress.com http://news.toky.com/wp-content/uploads/2011/06/SLAP-CONFERENCEPOSTER.jpg Diesel Kids DESIGN BRIEF

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Bold streamlined type to be used for minimal descriptions

http://www.copenhagendesignweek.com http://www.blogreflexstock.com http://www.graphixmedia.com Diesel Kids DESIGN BRIEF

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Front, inside, background images: http://ckmag.com/style/?page_id=152#14 Other Resources: Diesel web site http://www.diesel.com/

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