N N Y A R I E
M M A F U N G A
MARKETING
REPORT
CONTENTS Consumer Profile Concept Analysis Market Analysis - Defining the market for your work Influencers - Publications and Stylist Personal Brand Analysis Brand Onion Styling Strategy Schedule Action and Implementation Plan Conclusion
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CONSUMER PROFILE
OUTGOING
ADVENTOROUS OUTGOING GALLERIES INTERLECTUAL EXPERIMENTAL CREATIVE
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INTERLECTUAL
ADVENTOROUS
EXPERIMENTAL
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For my final major project lm looking onto doing a series of styling shoots. I want my portfolio to showcases the versatile styles but still have a strong aesthetic l have been showing through my work. My style is quite defined and has a meaning to it and that’s something I want to achieve with my series of shoots. The concept of the 6 to 8 shoots lm going to produce will be mainly showcasing the beauty of black models and also reflecting African fashion influences that l grew up with. The publication l will be producing will showing what fashion was and is to me when l was going up back in Zimbabwe. In the fashion industry l feel like diversity isn’t celebrated enough and the fashion and beauty Industry is failing to understand that they are different ethnicities and we all come in various shades. The different concept of my shoots are a mix of the environment l grew up and also appreciating a culture l was embarrassed to embrace.
CONCEPT ANALYSIS
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“Consumers today are buying into a lot more than just a commodity,” said Marc Beckman, co-founder of Designers Management Agency
MARKET ANALYSIS
I have researched different publications that l would like to work with in the future and also looked at how the publication market situation has been changing in recent years. In 2015 the UK Audit Bureau of Circulation showed that the digital download numbers had gone down due to the consumers not pleased with the content they where getting online. As of lately a lot of consumers are getting used to the idea of purchasing online publications as its more convenient for people on the go. With online content people have more access to the behind the scenes and there’s opportunities for designers, stylists and film makers to submit their work. A few publications such as Elle, show studio are open submissions from creative and they offer opportunities for placements or having your work featured on their site. “Readers want simplicity, and quality. They want good stories, entertainment, access to all editorial content across a range of devices and channels. They want value, and speed of delivery. And they want consistency”. - David Hicks
Elle South Africa is a publication l looked and actuall submited some of work as l have started thinking where my brand fits in at the moment.L have been doing a lot of work that is inspired by my culture and l see that work in a publication that always celebrates culture and showcases bold fashion.
“Consumers today are buying into a lot more than just a commodity,� said Marc Beckman, co-founder of Designers Management Agency
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S T R E N G T H S
-Strong aesthetic with signature looks -Stylist is providing styles that haven’t been seen before - Uses social media to its full advantage
W E A K N E S S E S
-Doesn’t market himself enough -Relies to market his brand with just Social Media -Hasn’t expanded the brand to menswear
O P P O R T U N I T I E S
There’s opportunities for him to provide services for young aspiring fashion students. - He can also collaborate with other fashion designers and possible create a one off line based on his favourite pieces and he can put a twist on it. -Opportunity to expand his presence is definitely there
T H R E A T S
-Strong competition from other emerging stylist -There’s always going to be other stylist and designers that will imitate his work
One of my favourite stylist that has been making a bold statement in the fashion industry lately is Farren Fucci. The stylist started of using social media to showcase his looks and would often use polyvore and post on Instagram. His been using Instagram as a platform to market himself as a brand and also his strong aesthetic and keen eye attracted a lot people such as Paper Magazine, Rihanna, Bella Hadid and was most recently signed by Wilhelmina Artists as a fashion stylist. His strong aesthetic which he describes as “hoesthetics” is what has pushed his brand forward because his not afraid to experiment and he always has a key piece in a look that stands out. In an interview with W magazine he described his aesthetic as “Sexy, confident, classy. That’s what ‘hoesthetics’ is about. I always want women too feel powerful and own their truth”. Fucci is always posting Inspirations behind his looks on his page and he uses social media to his advantage to market his also but also look for pieces from emerging that he can use. 2017 is definitely Fucci year as he has been working closely with Rihanna and most recently he styled and directed for Paper magazine march issue. The stylist credits his success to social media as he found it as a way to express himself through fashion and the support he got from it is what has created the strong brand he has today. There’s a lot Fucci can do to expand his brand even further is creating a website where he can introduce himself and also share more where he finds his inspiration. Fucci is still a mystery to some people and he goes with that but at the same time people want to buy into a brand they know and understand.
INFLUENCERS - FARREN FUCCI
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INFLUNCERS - ANAITA SHROFF
Anaita Shroff Adajania is the creative director of Vogue India and one of the most influential people in the Indian fashion. Besides being the creative director for vogue she started off as a costume designer and then led on to become a fashion stylist for the celebrities in Bollywood. Anaita is well established in India and quite diverse with her craft where she also does publishing, advertisement and working in the film industry. Anaita Shroff Adajania was born and raised in Mumbai and always wanted to work in the film industry. Trying different industries helped her decide what she really loved and was good at as she found working behind the camera and editing was uninteresting but she loved seeing the costume’s on set which she found to be more interesting and gave her inspiration. To kick start her career in the costume industry she worked as an assistant on film sets where she would be sent to collect costumes for actors as at that time in India the art Industry was still progressing and there wasn’t a profession for commercial stylists.
Working as a costume designer in Bollywood is really different simply because when you designing the garment you have to consider the fact that at some point the actors will break out into a song and dancing as that is what Bollywood movies involve. Working for vogue has a lot of responsibility and sometimes can be challenging especially in Anaita position because she has to create the covers that will capture people eyes and the editorial spread are for marketing purposes to showcase what’s new and trending. Being one of the most influential fashion figure in India she also has the responsibility she forecasts new trends and producing fashion editorials that will influence the consumer to purchase the latest trendy item.
Recently in an interview Anaita said “l feel strongly that as a fashion magazine, or just as a fashion individual, its important we help bridge the gap between India’s craftsmen, designers and the market”. Her love of mixing her culture with some western pieces makes the whole outfit and makes the consumer feel like they are on trend and its helping showcasing what In 1996 Elle magazine was launched where she joined other Indian designers are creating on a large scale. as a junior fashion editor. Being a junior fashion editor at that time meant that she was always sent out to buy What l love about Anaita styling is how she’s not exgarments in primary colours and they was no budget periment with prints or mixing western pieces with set for her so she had to have a great eye when it came to cultural clothing. She always showcasing Indian modfabric sourcing. Whilst working for Elle magazine she ern style really well and she showcased how being caught the eye of fashion photographer Farrokh who bold with prints or mixing a modern garment with then hired her and gave her the position of advertis- a sari can create an edgy look with ought the look ing and styling. Working in all those different kind of becoming overwhelming. Besides styling for vogue Industries meant that Anaita was able to improve her Anaita has her own clients in the Bollywood industry craft and her profile in the Bollywood scene. When that she still styles for major events. Her styling conAnaita used to work in the film Industry it helped her sultancy firm is another source of income which she build contacts for life that has kept her career going. collaborated with other 6 stylists and an accountant. The first issue of vogue India was the October issue which was released in September 2007.Anaita became the fashion director of the Vogue India Magazine that year. With her being the fashion director for the magazine she showcased many different skills where she likes to take lead on some of the shoots whether its directing, styling or directing a commercial. When it comes to styling the vogue editorials or her clients Anaita always goes out to source fabric to create a garment or collaborate with designers and customise their pieces. What makes her different from other costume designers in India in her own words was that “she’s not driven to create a garment to make money out of it”.
The Style cell website does need a lot of improvement as when l tried to access it, the site was outdated and it does say its under construction. For someone that already has marketing still skills l was expecting to see a website with her portfolio work and also have more information. Furthermore, she doesn’t have an online portfolio as l found it difficult to look for the shoots she’s done through ought the years. The fashion Industry in India has definitely evolved and the mix of traditional and modern fashion works really well and its refreshing to see other stylists still keeping their traditional way of dressing in fashion.
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S T R E N G T H S
-Strong aesthetic and strong bold looks - Something new all the time - The creative director has a lot of experience and strong contacts in the industry -Covers sensitive topics no one talks about
W E A K N E S S E S
-Known as a female magazine -Well known in the fashion community could expand more -costs more money - creative director and fashion editor both male
O
-More people are interested in reading the magazine not just female -Opportunity to expand and create a televised series on topics people don’t talk about -Social media to connect with the audience and do online competitions for younger people - There’s an opportunity to create more Internship roles - Promote the magazine more to gain new readers
P P O R T U N I T I E S
T H R E A T S
-Some magazines are covering similar content - Price not affordable for some people -Social media is really popular and the magazine needs to be more involved rather than just posting pictures -Magazine being listed as a women’s magazine puts of potential readers from purchasing it
Competition wise Elle India has similar content and also its always the Bollywood actors and musicians that grace the magazine cover. What like about the magazine is it can be accessed online and the website is updated regularly and easy to find content you need. The fashion editor and stylist for Elle Nidhi Jacob has a fresh style and her style appels to a young consumer as she can relate more to them. Elle magazine is also a fashion and and beauty magazine that forecasts the latest’s trend and also holds an annual completion for designers to showcase their work. Both magazines are really strongly involved when it comes to helping designers in their country get the exposure they need. I did find it difficult to find the work Nidhi Jacob has done as she doesn’t have an online portfolio but she is involved with social media where she posts her work. In conclusion both magazines have shown what Indian fashion is all about and I love how they have kept the tradition going. Dazed and Confused is British style magazine that covers fashion, music and film which is really similar to W magazine. The magazine is also available as a hard copy and can be accessed online as well. The online website has a similar layout with the W magazine and seems like they had the same web designer create their site. Dazed and Confused magazine is really edgy and its for a side range of the audience that has an interest in music fashion art or film. The magazine was founded in 1991 by editors Jefferson Hack and Rankin who is a fashion photographer. Dazed and Confused magazine is quite bold and what you notice is it always breaks gender stereotypes. The magazine has showcased this a lot by having androgynous women featured in the magazine and this is really down to their target audience being open minded to the Modern day beauty.
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MORE CONTENT
DAZED AND CONFUSED W MAGAZINE I-D
LOVE
ANOTHER HUNGER VOGUE
CONTEMPORARY STYLE
COMMERCIAL
ELLE
BAZAAR
LESS CONTENT
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BRAND ANALYSIS
S Brand
Analysis
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Individual
Aesthetic
Throughout this past 3 years’ l have developed a strong aesthetic for my brand. Where l come from has helped build a strong identity which is personal to me and helps me produce concepts that always link to my Identity. My brand and styling will show you how you can experiment with fashion itself to create a unique sense of style. The qualities and values l have that represent myself as a brand is people are able to trust in the vision they know l can deliver and the confidence l have to make important decisions. Growing up in Zimbabwe fashion was completely different from what l see now. I was always surrounded by vibrant colours, prints and culture which l always try to reflect into my work. Every shoot I have done is inspired with where l come from. Brand
Personal
Dreams and dedication are ful combination. William
Bio a
powerLonggood
My love for art helped me discover the world of creatives in the fashion Industry which then led me to specialize in fashion styling and creative direction at the Arts University Bournemouth. I was born in Zimbabwe where l take a lot of inspiration from which has been reflected through my work with the love of textiles and bold colours. Growing up surrounded by vibrant colours and the markets. My dedication to deliver my vision is what motivates me to create striking visuals and also experiment with different styles.
T R E N G T H S
-Own Individual style -Always up for experimenting -Really good visuals - The determination to do better and personality is something that will help to get jobs
W E A K N E S S E S
-Not sharing the work that has been done to gain exposure -Lack in collaborating with other -Lack of confidence in my own work -Lack of years’ experience shows in the portfolio something that can be improved by doing styling shoots and applying for placements
O P P O R T U N I T I E S
T H R E A T S
- Having the opportunity to study fashion communication at a degree level is something in my favour as skills will be gained and there’s a chance to create contacts and lasting relations at university -Opportunity to collaborate with other people in the Industry to gain contacts -Placements are really good for gaining knowledge and experience and will also improve the chances of employment -Competitions are also good for exposure and getting your work out there
-One of the main threats with this Industry is trying to prove to anyone why the should choose you over anyone. There’s a lot of stylists out there who have made names for themselves which makes it big competition for new talent entering the Industry.
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Always have articles raising awarness
Simplicity
Bold and Innovative Visuals
Unique
Inspiring
Youthful
Stay true to the brand
To create bold visuals with intresting content
Morden and Current
Alwys delievering fresh new content
Su tre itable an sted for a d M in n usi Fash yone c ion in ,A rt
The brand onion is a marketing tool that is used to analysed and understan a brand identity and thats shown in diffrent layers.The brand onion has diffrent layers that represent aspects of the brand.
Experimental
Key Brand Action Brand Personality Brand Value Essence
Inclusive
Persistant
Unpretentious
Intresting visuals
Co po mpe ma entia tition ne lly s th nt job lead at c a to ap n er-
Content a vailable online
Young
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CALL SHEET Created this call for the shoot day which has all the information of where l will be shooting and for how long.The call sheet was given to everyone that attended the shoot.
STYLING STRATEGY SCHEDULE
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The final shoots l have produced for my FMP l am really pleased with them and l am happy with the direction l took throughout the whole project. Everything l have done is personal and some of the series shoot really showcased the beauty of black models. I touched up on the diversity topic as l feel like the Industry isn’t doing more to support this and we are not being represented enough. I want to keep producing editorial shoots that are striking but also celebrating different types of beauty.
ACTION AND IMPLEMENTATION PLAN
In a addition l have created a website and business cards to make my work accessible to everyone. Social media presence is also important as l will be marketing myself as a brand and its a good way to make contacts and interact with potential consumers but more importantly its about having people talk about my work. The first year after University is all about building up my portfolio, updating my website and applying for short term placements to gain experience and also collaborate with other creative. I want to learn more from people who have been in this industry for a while and going to events to meet new people.
Submission Email with Elle South Africa
CONCLUSION
In conclusion l am pleased with the final outcome l have produced. I managed to complete all the shoots from my board which meant l had a variety to choose from. My shoots happened later than l wanted due to model casting taking time. Looking for models was difficult due to costs but overall Throughout the year Edward Enningful had a massive influence in my work and learning a lot on how l can make an impression in this Industry. I have started submitting my work to other publications and entering competitions. The fashion industry is competitive and challenging especially for those that want to become a stylist because the competition is so high now and we have fashion bloggers as well who are making a mark for themselves as fashion stylists.
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References BusinessDictionary.com. (2017). What comes after those ellipses?. [online] Available at: http://www.businessdictionary.com/definition/branding.html [Accessed 21 Apr. 2017]. FED404. (2017). Meet @FUCCI: “I am a brand because of my creative voice” • FED404. [online] Available at: http://federation404.com/fashion/meet-fucci-polyvore-stylist/ [Accessed 21 Apr. 2017]. PAPERMAG. (2017). Meet Rihanna-Favorite @FUCCI, the Most Influential Person In Fashion You’ve Never Heard Of. [online] Available at: http://www.papermag.com/ meet-rihanna-favorite-fucci-the-most-influential-person-in-fashion-you-1994246128. html [Accessed 21 Apr. 2017]. Phelan, H. and Phelan, H. (2017). How to Brand Yourself in Fashion: A Guide. [online] Fashionista. Available at: http://fashionista.com/2013/05/how-to-brand-yourself-fashion-guide [Accessed 21 Apr. 2017]. Shopify’s Ecommerce Blog - Ecommerce News, Online Store Tips & More. (2017). Branding Secrets from 14 Fashion Industry Experts – Shopify. [online] Available at: https://www.shopify.co.uk/blog/121012741-fashion-branding-secrets-from-industry-experts [Accessed 21 Apr. 2017]. Template.net. (2017). Cite a Website - Cite This For Me. [online] Available at: https:// www.template.net/business/sheet-templates/run-sheet/ [Accessed 21 Apr. 2017]. The Business of Fashion. (2017). Anaita Shroff Adajania | #BoF500 | The Business of Fashion. [online] Available at: https://www.businessoffashion.com/community/people/ anaita-shroff-adajania [Accessed 21 Apr. 2017].
REFERENCES
VOGUE India. (2017). Fashion Portfolio - Best Fashion Designers, Couturiers, Stylists & Fashion Boutiques in India - Vogue India. [online] Available at: http://www.vogue. in/portfolio/?portfolio_source=Hamburger [Accessed 21 Apr. 2017].
(No Date) Available at: https://www.businessoffashion.com/articles/news-analysis/ conde-nast-launches-new-subscriber-service-with-amazon (Accessed: 23 November 2016). Grau, D. (2015) Five reasons to be optimistic about the future of media. Available at: http://www.fipp.com/news/opinion/five-reasons-to-be-optimistic-about-the-future-ofmedia (Accessed: 5 November 2016). Barclays.co.uk. (2017). Writing a business plan | Barclays. [online] Available at: http:// www.barclays.co.uk/insight/writing-a-business-plan [Accessed 21 Apr. 2017]. Mindtools.com. (2017). SWOT Analysis: Discover New Opportunities, Manage and Eliminate Threats. [online] Available at: https://www.mindtools.com/pages/article/ newTMC_05.htm [Accessed 21 Apr. 2017]. Template.net. (2017). Cite a Website - Cite This For Me. [online] Available at: https:// www.template.net/business/sheet-templates/run-sheet/ [Accessed 21 Apr. 2017]. theBrandgym. (2017). Brand Onion Worshipping. [online] Available at: http://www. thebrandgym.com/brand_onion_wor/ [Accessed 21 Apr. 2017].
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