Concept Development Olivia Dexter Final major project Level 6: Fashion Marketing C3495511
List of Images 1. ABC Women’s life style and fashion (2019) [Online Image]. Available from: https://www.campaignlive. co.uk/article/ti-media-hearst-suffer-biggest-declines-womens-mags-tumble-once-again/1490582 [Accessed 9th April 2019]. 2.ELLE, slick woods (2019) [Online Image]. Available from: https://www.thefashionspot.com/buzz-news/forum-buzz/798837-slick-woods-uk-elle-september-2018/ [Accessed 9th April 2019]. 3.Flat Plan – Own Image 4.Phoebe - Own Image 5.Phoebe - Own Image 6.WH Lea Michele (2019) [Online Image]. Available from: https://www.etonline.com/tv/195212_exclusive_lea_michele_talks_body_confidence_turning_30_and_why_she_waxed_her_upper_lip_on_snapchat [Accessed 9th April 2019]. 7.WH Steph Smith cover (2019) [Online Image]. Available from: https://magsdirect.co.uk/magazine/womens-health-december-2018/[Accessed 9th April 2019]. 8.WH Steph Smith cover (2019) [Online Image]. Available from: https://magsdirect.co.uk/magazine/womens-health-december-2018/[Accessed 9th April 2019]. 9.Phoebe - Own Image 10.Phoebe- Own Image 11 Phoebe- Own Image 12 Phoebe- Own Image 13.Contents page - Own Image 14.10 things - Own Image 15.Draft – in the know - Own Image 16.WH – In the know - Own Image 17.Draft in the know - Own Image 18. Sleep article - Own Image 19. Kicki Zhang article - Own Image 20. Cleansing article - Own Image 22. Bosu Ball - Own Image 23. Bosu Ball article - Own Image 24. Ask Anything - Own Image 25. In the Know drafts- Own Image
26 . In the Know drafts - Own Image 27. Final food articles- Own Image 28. Final food articles - Own Image 29. Cancer article - Own Image 30. Cancer article - Own Image 31. Phoebe Lott – Image development - Own Image 32. Phoebe Lott – Image development- Own Image 33. Phoebe Lott – Image development- Own Image 34. Phoebe Lott – Image development- Own Image 35. Phoebe Lott – Image development- Own Image 36. Phoebe Lott – Image development- Own Image 37. Final Images – Fashion Piece - Own Image 38. Final Images – Fashion Piece- Own Image 39. Final Images – Fashion Piece- Own Image 40. Proofing - Own Image
Contents
1.0 Proposal 1.2 Aims 1.3 Objectives 1.4 Primary research 1.5 Secondary research 2.0 Concept Development
1.0 Proposal My Final major product proposal is :“Women’s Health Re-brand”
Previous work on WH (Women’s Health) magazine has informed the decision to explore this existing title further. Developing content for WH audience, however changing the perspective and making the magazine less colourful and image orientated. Within this including more informative and personable articles, including more editorial fashion and reducing illustration.
Previous projects looking at Women’s Health have allowed for the development of knowledge surrounding the subject. WH continues to be a successful quarterly consumer magazine focused on female health and fitness. Figures from the Audit Bureau of Circulation (ABC) prove WH continues to succeed within the consumer magazine segment. In 2017 ABC figures showed that consumer magazines are declining in circulation on average by 6% year on the year (Degun, 2019). However, Women’s Health is “Bucking” this trend, continuously increasing in readership circulation. In an interview with Campaign, Claire Sanderson Editor of Women’s Health explains how:
“There is a shift in the culture whereby people are more health and body-conscious than they ever have been before. Therefore, Women’s Health is perfectly positioned as an authoritative and trusted voice in the market to support these women.”
Sanderson goes on the explain how her focus has shifted, placing greater emphasis on increasing events and making better use of digital platforms to engage their readers and appeal to a new younger audience. For the WH brand to have longevity, the focus is on franchising the brand, for example, increasing the number of licensed products and creating more significant and frequent events. More recently WH added fitness influencer and personal trainer Alice Lieving, to the brand featuring her as a regular columnist. Alice has an engaged following of 639k on Instagram. Supporting the brands move to cover multiple platforms.
Health and Fitness is a growing market segment, which would have the durability to invest in for the future. Throughout the research, process inspiration has been taken from a different magazine. However, ELLE
Figure 1 . ABC Womens life style and fashion https://www.campaignlive.co.uk/article/ti-media-hearst-suffer-biggest-declines-womens-mags-tumble-once-again/1490582
has been a primary source of design inspiration. The magazine is frequently changing its font, house style, and often publishes multiple covers. In 2016 ELLE took on a new artistic director Tom Meredith who is innovative within the industry. Looking to imbue the “Fearless, spirited, smart and, most importantly, positive” perspective of the magazine on its pages (Curtis, 2017). For ELLE’s September issue they adopted a new more casual font. The brand has also shifted focus, placing greater emphasis on creative layout design with new collages, illustrations and imagery throughout.
Figure 2 . Slick Woods, ELLE cover star Septemeber 2018 https://www.thefashionspot.com/buzz-news/forum-buzz/798837-slick-woods-uk-elle-september-2018/
1.2 AIMS The Aim’s for the re-brand are ultimately to maintain the same enaged audience, however provide the magazine with a different perspective. “Aims are broad statements of desired outcomes or general intentions of the research (ERM, 2019).” The purpose of aims is to ‘Paint a picture’ of your research, emphasising what you plan to accomplish in the long term. (1) Alter the magazine design.Without compromising the quality of the magazine. (2) Change the focus. Place greater emphasis on more engaging personable articles. (3) Bring fresh perspective.Introducing new fonts, illustration and more editorial photos throughout.
1.3 OBJECTIVES Objectives are formulated after the aims; they are subsidiary to the aims providing steps or a list of tasks you plan to take to accomplish the end goal of a project (ERM, 2019). These aims must be highly focused and address immediate project outcomes. (1) Change house style Women’s health continues to thrive within a declining consumer magazine market. Suggesting WH doesn’t need a significant re-brand. The re-brand will maintain a similar content the readers enjoy but change the house style. Incorporating a more modern perspective, placing greater emphasis on the brands multi-media platforms. (2) More in-depth article Within the re-brand articles will be more comprehensive, WH articles are more fact-based, providing a focused overview. By changing this, it will alter the focus of articles on developing more in-depth evolved articles. Ensuring readers don’t flick through the magazine. (3) Editorial images Women’s health has a designated section for fashion ‘Good Looks’, featuring double-page spreads (DPS) which feature gym orientated fashion images. In the re-brand the imagery will have more of a fashion focus, not fitness, creating images you would expect to see in a magazine like Elle or Grazia. However, still maintaining the brand’s relatability so using high street garments and some lower price point branded clothing and ensuring the photos aren’t out of reach for the target audience.
(4) Less colour WH’s magazine has a significant emphasis on ensuring the pages are colourful. The re-brand will strip back this presentation. Taking the focus back to the quality of the article and not the bright background.
1.4 Primary Research “Primary research refers to the gathering of original data directly from primary sources This includes methods such as observation, interviews, surveys and oral histories (Mercadal, 2017).” Prior to developing the re-brand of WH it was important to consider gather primary data, within this considering sources such as books to inform aspects such as journalistic styles and how production flow could be replicated.
Production Flow In traditional magazine publishing, the magazine will go through a process of checks between the production editor, ensuring copy is passed on time, to the art department and editorial team (Whitaker, 2008). Throughout the production of the WH re-brand it was essential that this process was in place. Allowing time for high-quality articles to be written, and then designed. Generically within a magazine, different people will specialise in aspects such as journalism, design and creativity, with people working towards different deadlines. In the development of WH, it was important to match industry standards the magazines.Initially starting with the planning of articles and then designing the magazine, allowing time for interviews to take place and articles to come into fruition.
Layout “Layout refers to the arrangement of elements of design concerning the space they occupy in accordance with an overall aesthetic scheme” (Ambrose, 2011). When designing a magazine, it is essential to consider the management of form and space. The final objective is to present visual and textual elements in a manner that enabled the reader to receive them with minimal effort. WH was designed using a six collum grid. Grids are essential as they allow the pages to be dividing into halves, thirds and quarters, (Whittaker, 2008). Designed on the master page, these grids mean the magazine will be aligned throughout, contributing to consistency. Templates are used in industry, rather than developing each page individually from scratch the layout opens within the model allowing you to drop copy and photos into the magazine. Magazines are designed with different variations in mind, Women’s Health Magazine works with an Asymmetrically 11 columned grid, DPS spreads use the same layout. The magazine uses master with the same consistent header for their Eat Smart, Know How, Best Body, Strong Mind, Beauty Lab and Wear well sections. The magazine uses different creative styles for their double-page spreads, combining consistency and creativity. Throughout the re-brand process WH was developed in a six collum grid system, which worked excellently. WH magazine looks to avoid the use of hyphenation, which is critical in the design process. Hyphens aim to break up words and text
blocks to ensure there is a clean, unbroken text. In the development of the re-brand, there will be minimal use of hyphenation, as they don’t work aesthetically.
Headings Having an engaging headline alongside any large images is important in attracting the reader’s attention (Whittaker, 2008), providing information about the article in a limited number of words. Whittaker adds, the title must be considerably more significant in size than the surrounding text, the claim must be verbally appropriate the target audience of the magazine. Conforming to effective magazine design, it must appear at the top of the page, although if there are strong graphics is may feature below. There is no one rule when it comes to headlines. However, a Sans Serif font is bolder emphasising the text.WH magazine uses Gotham throughout their magazine style their headlines appear in bold size 35pt and are underlined. Furthermore, this is followed by subheadline also in Gotham 11pt in the stylebook. WH also include the name of feature writers often below the header. Throughout the re-brand, Helvetica was used consistently, combined with Didot and Shoreline Script for headers. This use of the same fonts throughout creates cohesion within the magazine.
Bleeds When developing the magazine, it is essential to consider the printing process and how the final product will appear. Bleeds and marks refer to the printing process. It is crucial that colour and illustrations run over the spread and are 5mm or beyond. In the development of WH rebrand, it was essential all images overlap the page by 5mm for the printing.
Proofing Traditionally in a magazine, the copy and design would go through the process of subbing (Whitaker,2008). Within this, the editor checks the article for accuracy and consistency. Furthermore, the layout of pages is reviewed for aspects such as colour, image quality and copy skill as the re-brand needs to meet the same industry standard of the magazine. The WH re-brand will go through a considered process of proofing by multiple people to ensure no spelling and grammatical errors.
Features “A feature refers to anything that isn’t news, often used to provide background to an existing news story and go into more depth” (Pape, 2006). Feature articles look at the human interest and provides detail. In a
feature, it is essential to draw on a broader range of sources than a news story. Despite their length, features are not wordy rambles, there is a focus and purpose. It is essential to provide quality between 600-2000 words however maintain quality. However, using a wider range of boxes, graphics and illustrations. The role of feature writer is to fill the pages, entertaining educating, informing, amusing and giving the reader something interesting, new and enjoyable to read. Covering innovative health topics is something WH are known for. Thier articles cover new ground, with the backing of authoratative figures. Throughout the re-brand, the feature writing process was done specifically to enagage the audience.
Images “Images are the graphic element that brings the design to life (Ambrose,2011).” Images can provide either the main focus or act as a subsidiary element however are essential in communicating a message. Images and illustrations convey the visual identity of a magazine. Women’s Health has a colour dominated layout. Their images often set the story for an article, they use the same image layout throughout maintaining consistency in harmony with other design elements. Throughout the re-brand this is something the articles have moved away from, placing the emphasis on the article content and not the images.
Interviews In the development of the re-brand of WH, there was an emphasis on creating quality journalistic work. Including a personal interview, with a harder hitting subject line. In Potters book, she explains how it is essential to research and read around the subject before you interview them (Potter, 2017). Working out what you need to know, finding an angle or subject matter before the interview. “Know your questions and topics you want to cover”, in the re-brand one of the articles is a dicussion on cancer. Prior to this extensive research was done on the topic, and then an interview took place. Allowing for an emotionally engaging and infromed article to be developed. To ensure the most was made of the interview supplementary questions were prepared in case time ran out.
1.5 Secondary research Secondary research refers to any information gathered by someone other than the person who’s using it, this often includes numerical facts and staistics (Tantawi, 2017). WH is a very strong magazine within its market, and has limited direct competition. When developing the re-brand of WH it was important to consider outside influences and how the magazine is going to grow in the future.
Growth of digital platforms Having a robust digital presence is essential for captivating the millennial audience (Fuller, 2018). The growth of digital brands like BuzzFeed and Refinery29 are dominating the market. Data collected by Nielsen digital content ratings, showed the top performers to be BuzzFeed and Refinery29 at attracting the millennial audience (Kansara,2015). Within this BuzzFeed reaches 83% of millennials each month, with strong video views across Facebook, Youtube and Snapchat. Furthermore, Refinery29 reaches over 88% of women aged 21-24 per month (Nislen, 2019). This data also showed that reader who visited the site monthly on average visited at least once a month.Women’s Health has a broad target audience. However, millennials are part of this therefore it is essential for the magazines growth that they engage across print and digital. Within the rebrand there is evidence of cross platform links between the digital and print mediums. The brand has looked to merge the digital and print teams, allowing them to create cross medium content. Within this the brand is collaberating with influencers more to engage the younger audience.
Influencers marketing Influencers are fast becoming an essential platform form of marketing (Fastenau, 2018). Influencer marketing grew by 39% in 2018, with 1in 3 sponsored posts on Instagram being within a story. Furthermore, trends on Instagram show a shift towards smaller, niche influencer who provide a more personable opinion and have more significant influence over driving purchasing behaviour. WH has already incorporated influencers like Alice Lieving as a columnist within the magazine to capture this market. However, within the re-brand, the emphasis has been placed on influencer more heavily as this is a majorly growing market sector.
Growth of fitness industry Women’s health is a market leader, its circulation up 1% on last year (ABC,2017). However, the global wellness industry is a growing market segment, worth an estimated $4.2 trillion the sector grew by 12.8% between 2015-2017(Global Wellness Institute, 2019). Within this social media has presented a lucrative opportunity when it comes to promoting a healthy lifestyle (Bobila,2017). “Fitness, wellness and nutrition content and influencers have taken off because they can share a much more authentic journey”, in this people are increasingly getting their fitness information from influencers. It is essential women’s health combats this by providing a different perspective, increasing the use of professional and providing people with reliable opinions in a busy world of health opinions. This is an aspect the re-brand concentrated on ensuring there are expert opinions to back up informative articles.
Competitors Women’s Health is a leading title within the wellness sector. Their greatest competitor comes from Influencers, bloggers and brands like Sweaty Betty who are also trying to capitalise on the wellness market.
2.0 Concept development
FLat Plan
Figure 3. Flat Plan 1, 2 & 3
The flatplan provides an overview of the magazine. It was developed throughout the re-brand as pages moved and articles changed from DPS’s to single page spreads.
HOuse style Typography Main Text : Helvetica Light - Size 7.5pt by 8.5pt Headings: Didot Bold and Regular - Size 12pt Titles: Didot Shorlines Script - Size 48pt WH magazine uses the font Gotham throughout the magazine, using Gotham for headlines at size 45pt/46pt, Their body copy is written in size 8.75pt/10pt in Chronical Text Roman. Throughout the re-brand this has been replicated. In order to maintain consitency throughout the magazine, the re-brand of WH will be developed in line with the Guardian’s style guide.
Cover The cover is the first look at the magazine. Having an engaging image and headlines will ensure people buy the magazine. Phoebe Lott was chosen as cover star because she is an influencer and her persona is in keeping with the WH brand. All images where edited on lightroom and photoshop. Image Choices:
Figure 4 & 5 . Own Images - Phoebe Lott
Figure 6, 7 & 8. Lea Michelle cover & Steph Smith covers
Figure 9,10, 11 & 12. Pheobe Lott - Cover ideas
Contents page In developing the contents page, the re-brand needed to minatain the fun aspect of WH contents. However, with an editorial twist. Using the shorelines script to provide a different perspective. Using the same fun wording.
Figure 13. Final contents page
In the know Top 10
The current issue of Women’s Health (WH) magazine has a ‘News Health’ section in which they run down seven topics and provide information. For the re-brand, the style has been developed to be less specific to fitness. The top 10 in the re-branded WH is black and white. Furthermore, it covers more generalised topics. The inspiration for the top 10 comes from Instagram, podcasts, sites such as Refinery 29, to provide good coverage of the top 10.
Figure 14. Final contents page
Figure 16. WH In The Know page
Figure 15. Draft In The Know
Initially developed as an A-Z article. Running through the alphabet. However, providing an engaging relevant caption for every letter wasn’t viable. Therefore, shortened to the top 10.
Figure 16. Draft In The Know
In the Know Sleep Feature Inspired by ‘The Infinite Monkey Cage’ a Podcast by scientists Brian Cox and Robin Ince. In 2016 they did an episode on ‘Science of Sleep’ in which they had different sleep professional provide an insight into various aspects of sleep. From the podcast, the article was developed more to inform. With the black and white design ensuring the reader’s focus is on the article, not the images. Furthermore, the layout is designed to keep the reader engaged, with the text by breaking it up.
Figure 18. Sleep Article
In the Know Profile Kicki Zhang The re-branded WH issue has a focus on influencers, within the ‘In the Know’ section Kicki is interviewed about their vegan diet. Providing a personal perspective. Veganism is often associated with the wellness industry so questioning someone directly involved seems apprioate. All imagery is off her Instagram and edited to size, with a grain filter applied. The text is designed in two collum to follow, as this is easier than horizontal for the audience to read.
Figure 199. Kicki Article
In the Know Double cleansing Women’s Health always includes a beauty feature within their Know How section. I was inspired by recent coverage on adult acne surronding Millie Mackintosh.
Figure 20. Cleasning Article
In the Know Fitness
Figure 22 & 23. Bosu Ball - Finished article
Inspired by Katie Wrights workout videos about the BOSU ball. Throughout the development of the WH re-brand it was importan that the content was innovative. The BOSU ball more recently got coverage through Katie Wrights instagram page.
In the know ASk Anything Figure 24 Ask Anything
ORIGINAL COPY- MOON CUP FEATURE:
FINISHED COPY:
Type period pollution into Google and it will duly ping back numerous images of mouldy applicators, turtle killing plastic, most concerning, however ‘Fatberg’ a congleaded mass in London’s sewer system. At 130 tonnes the mass is caused by numerous things one of these, tampons and sanitary products that have been flushed down the toilet across London. Across fashion, beauty, fitness and food, people are becoming increasingly mindful of their environmental footprint. However, sanitary products appear to have taken a back seat until now. ASOS one of the UK’s largest online retailers began selling the Mooncup back in November 2018 starting a ‘menstrual revolution’ setting the standard in the industry. The Moon Cup made of soft medical grade silicone, it’s environmentally friendly and offers an alternative to tampons and towels. Menstrual cups are used through insertion inside the vagina and collect blood. The cup is then removed like a tampon, washed and re-inserted. The Moon Cup comes in two sizes A and B. A is a bigger size for women who have experienced childbirth and B a smaller one for under the ’30s. The cup is made to last eleven years and offers eight hours protection. Another Eco-friendly alternative to the Moon Cup, however, is Dame who believe “Choice is everything.” No period is the same; Dame gives you a choice to use tampons in a more eco-friendly manner. Dame co-founder Celia Pool says Dame provides flexibility, “You might want to wear a cup or pad during lighter days and your tampon when you’re more active. Or vice Versa.” Traditional plastic applicators take an estimated 500 years to decompose, and women around the world use an estimated 10 billion of them every month. Dame uses antimicrobial technology producing BPA free medical applicators which last a lifetime. Both the Moon cup and Dame’s eco-friendly applicator products ultimately mean caring for the environment and being using tampons do not need to be mutually exclusive.
Type period pollution into Google and it will duly ping back numerous images of mouldy applicators, turtle killing plastic and most concerning ‘Fatberg’ a congleaded mass in London’s sewer system. At 130 tonnes the mass is caused by numerous things one of these, tampons and sanitary products that have been flushed down the toilet across London. Throughout fashion, beauty, fitness and food, people are becoming increasingly mindful of their environmental footprint. However, sanitary products appear to have taken a back seat until now. ASOS one of the UK’s largest online retailers began selling the Mooncup back in November 2018 starting a ‘menstrual revolution’ setting the standard in the industry. The Moon Cup made of soft medical grade silicone, it’s environmentally friendly and offers an alternative to tampons and towels. Menstrual cups are used through insertion inside the vagina and collect blood. The cup is then removed like a tampon, washed and re-inserted. The Moon Cup comes in two sizes A and B. A is a bigger size for women who have experienced childbirth and B a smaller one for under the ’30s. The cup is made to last eleven
In the know Drafts
Figure 25 & 26. In the know drafts
ORIGINAL COPY- SARAH DAY: SARAH DAY known to her followers as ‘Sezzy’ is a holistic health and fitness youtube. Her easy going consistent approach her won over a fan base of one million youtube subscribers and almost 700k on Instagram. The soon to be Aussie mum post on youtube every three days, providing followers with an informed perspective on health and fitness matters. Sarah’s platforms also show her attention to detail; her high-quality images and video audio prove that Sarah has mastered the art of high-quality content creation. Sarah’s channel initially began as a method to track her fitness progress along with a focus on getting rid of her hormonal acne. Over the past few years, she has launched an activewear collection, food products and a fitness e-book TIP 1. KEEPING HEALTHY SNACK ON HAND. In a recent youtube video, Sarah explains how she believes in listening to your body. “If your hungry eat” keeping a cold bowl of fruit in her fridge full of items such as plums and apples. Sarah also has a snacking cupboard full of dark chocolate, protein balls and fruit & nut mix. For people on the go? “Filling a ziplock bag, with almonds if great for
days when you’re for example stuck in traffic.” Sarah suggests keeping a cupboard at home specifically designated for treats like “Dark chocolate, fruit and nut mix” having a specially designated area will stop you from picking all day. TIP 2. NEVER SKIP BREAKFAST. Sarah believes in a nourishing breakfast, perfect for balancing blood sugar and balancing stress hormones. What does Sarah put in her smoothie? Half a ripe banana, Vanilla Protein, ice/water, spirulina a plant-based source of protein, nut butter for a healthy source of fat adding a creamy consistency to the smoothie and the fat element keeping you fuller for longer, Chai seeds for omega 3 and a sprinkle of cinnamon for flavour. This smoothie also doubles up as a good pre work out. TIP 3. FIND AN ALTERNATIVE. Dinner is arguably the hardest meal of the day when it comes to staying healthy. People often find they crave more carby meals such as pasta and potato during the evening. Sezzy explains how you can still enjoy these meals by replacing traditional carbs with alternatives. Sarah suggests swapping traditional white pasta for buckwheat spirals, brown rice pasta or brown pasta, mixing this pasta with Zucchini Noodles, allowing you to enjoy the same pasta format while maintaining a healthy low carb meal.
Eat well Food
Figure 27 & 28. Food article inital draft and finished version
Strong Mind The big C
Figure 29 & 30. Cancer article draft and final version
Cover feature phoebe Lott
Figure 31, 32, 33, 34, 35 & 36 Image Development - Phoebe Lott Article
fashion Minimalism
Figure 37,38 & 39 Final Images - Fashion piece
proofing
Figure 40. Proofing the final documents
Prior to the submission of the re-brand, proofing became increasingly important. Within this printing out copies of the work. Editing it, then getting other people to check the work.