OLIVIA EGGINGTON 1908042
SEEK TO INSPIRE
MARCHES FITNESS
HEALTH WELLNESS
BILLBOARDS
GYMSHARK
ATHLEISURE
VIVIENNE WESTWOOD KATHERINE HAMNETT
PROTEST
SLOGANS
LIFESTYLE MARKET LEVEL
NIKE
INFLUENCES
360 CAMPAIGN PLAN
CONSUMER GENERATION ALPHA CLIMATE CRUSADERS
YOUTH A NEW GENERATION
CHANGE MAKERS CONSCIOUS CONSUMERISM
PROJECTION BTS EDITS
SOCIAL MEDIA CAMPAIGN LOOKBOOK
DIGITAL ASPECTS TO ALIGN WITH ALPHA BEING DIGITAL NATIVES JOURNEY BOOK PHOTOSHOOT
SHORT VIDEO CONTENT
20 X 20 X 20 RESEARCH Y O U T H Y O U T H THE YOUTH ARE INTEGRAL PART OF MY CAMPAIGN. IT FOCUSES ON HOW BRANDS CAN START TARGETING GENERATION ALPHA WHO ARE GOING TO BE AN INTEGRAL FUTURE GENERATION.
AS MY CAMPAIGN IS TARGETED AT GENERATION ALPHA, INCLUSIVITY IS AN INTEGRAL ASPECT. THEY ARE ONE OF THE MOST ACCEPTING AND DIVERSE GENERATIONS YET AND SHOP WITH BRANDS THAT VALUE DIVERSITY.
I N C L U S I V I T Y I N C L U S I V I T Y
H E A L T H H E A L T H
OUR HEALTH IS A VALUE OF MINE. I ENJOY WORKING OUT AND FOCUSING ON MY HEALTH AND THEREFORE HAVE AN INTEREST IN ATHLEISURE BRANDS. IN THE FUTURE, I WOULD LIKE TO WORK FOR A BRAND WITHIN THE ATHLEISURE MARKET LEVEL.
MY CAMPAIGN FOCUSES ON PROTECTING OUR WELLBEING AND THE WELLBEING OF OUR PLANET. WE CAN NOT BE HAPPY AND HEALTHY IF WE ARE LIVING ON A DYING PLANET. THEREFORE, CONSCIOUSNESS AND WELLNESS GO HAND IN HAND.
W E L L N E S S W E L L N E S S
CONSC I O U S CONSC I O U S MY CAMPAIGN FOCUSES ON CONSCIOUS CONSUMERISM. THEIR IS A FOCUS ON ENCOURAGING MORE ENVIRONMENTALLY FRIENDLY PRACTICES. PEOPLE WILL START PUTTING BRANDS THAT FOCUS ON THE WELLBEING OF THE PLANET FIRST, OTHER BRANDS WILL NOT SUCCEED.
MY CAMPAIGN FOCUSES ON DURABILITY AND LONGEVITY. IN ORDER TO PROTECT THE PLANET WE NEED TO TACKLE A BIG PROBLEM: OVERPRODUCTION. WE NEED TO BUY CLOTHING THAT HAS SENTIMENT TO ENCOURAGE US TO KEEP IT FOR LONGER.
D U R A B I L I T Y D U R A B I L I T Y
G Y M S H A R K G Y M S H A R K GYMSHARK IS AN INTEGRAL PART OF MY BRAND CAMPAIGN AS IT FOCUSES ON FINDING A GAP IN THEIR CURRENT BRAND. IT EMBODY’S MY LOVE FOR THE ATHLEISURE AND FITNESS MARKET. IT ALSO DEMONSTRATES MY VALUES ON INCLUSIVITY AND DIVERSITY.
MY 360 CAMPAIGN CONCEPTS SITS WITHIN THE ATHLEISURE MARKET LEVEL. IT IS THE MARKET LEVEL THAT ALIGNS WITH MY VALUES ON HEALTH, WELLNESS AND FITNESS. IT IS ALSO A BOOMING MARKET WITH SALES RISING, EVEN
A T H L E I S U R E A T H L E I S U R E
P R O T E S T P R O T E S T GENERATION ALPHA ARE ALREADY CLIMATE CRUSADERS AND ARE PROTESTING TO MAKE THEIR VOICES HEARD. MY PROJECT HAS ALSO BEEN INFLUENCED BY VIVIENNE WESTWOOD WHO IS PROTESTING AS A WAY FOR HER VOICE TO BE HEARD.
S L O G A N S S L O G A N S
THE USE OF SLOGANS HAVE BEEN AN INTEGRAL PART OF MY BRAND. THEY HAVE BEEN A KEY WAY OF PORTRAYING MY MESSAGE AND CREATING AWARENESS FOR MY CAMPAIGN WHILST ALSO ENGAGING THE SHORT ATTENTION SPANNED GENERATION ALPHA.
GYMSHARK GYMSHARK From my 360 campaign I have decided to continue with a marketing strategy for Gymshark. However, I want to interrogate my campaign further for my final project. Gymshark is a leading brand in the Athleisure market as it offers stylish gym wear at an affordable price. The United Kingdom based brand, was founded in 2012 by gym enthusiast Ben Francis. Gymshark are a forward-thinking brand, which is one reason that they are so successful. This is also one reason I chose to focus on them, as my brand proposal focuses on being one step ahead which their brand wants to be.
GYMSHARK GYMSHARK
One reason for the remarkable success of the brand is its marketing strategy. They are more than just a fitness apparel brand; they focus on creating a community for their customers which is promoted through their social media. Their Instagram currently has over 5.5 million followers, mainly because of their marketing technique and the use of influencers. Gymshark’s target audience is gym enthusiasts, primarily in the Generation Z and Millennial demographic (18-35).
STRENGTHS • Leading brand within the UK athleisure market • Digital Marketing - One of the first activewear brands to implement influencer marketing successfully • Create strong brand awareness on social media • Grown at a fast pace. Profits are growing every year, even through a global pandemic • Strong brand narrative and identification of target consumer • Expanding the brand by opening their first physical store in London
WEAKNESS • Use of unsustainable fabrics and materials • Too slow taking the next steps on their sustainability journey • Highly competitive industry competing against major, thriving brands such as Nike and Adidas • Target a niche market (gym enthusiasts) • Heavily online based - gives people a lack of experience and ability to feel and see the garments before purchasing • People who are not interested in social media may find it hard to find the brand and therefore it is harder to attract new customers
GYMSHARK SWOT ANALYSIS OPPORTUNITIES
THREATS
• Expand their target audience e.g. start considering
• Rise in popularity of sportswear / athleisure brands • Fast fashion brands have the ability to imitate the designs at a more affordable price • Competitors such as Nike and Lulelemon are thriving. Gymshark need to stay one step ahead • Rise of more conscious consumers who will not shot at brands with limited sustainability efforts • Niche marketing methods - heavily reliant on social media marketing
Generation Alpha • Digital fashion - consider how the shopping experience can expand into the metaverse
• Increase their diversity and inclusivity by making their collections genderless • Become a more sustainability focused brand • Use more eco - friendly, sweatproof material innovations • A creation of a fitness / shopping app • The opening of a Gymshark customer gym to allow their community to connect • More varied marketing such as TV campaigns • To move away from being a niche market and expand into new markets such as footwear or luxury streetwear • Brand collaborations
MARKETING CAMPAIGNS
RE: DEFINING SUSTAINABILITY TO
ENGAGE THE NEW CONSUMER AND MOVE AWAY FROM GREENWASHING. WHAT IS THE NEW WORD THAT BRANDS SHOULD BE USING?
SUSTAINABILITY WORD BANK
REBRANDING SUSTAINABILITY
CONNECTING TO THE YOUTH
INSPIRATION
MOODBOARD
INSPIRATION
MOOD BOARD
WHAT IS THE FUTURE OF
CREATIVITY
UPCYCLING
UPCYCLING?
CIRCULARITY
EXCLUSIVITY
ONE OFF'S
HOW CAN THE ATHLEISURE MARKET
COLLABORATION
LAYERS
VINTAGE
START TO EMBRACE UPCYCLING? COMMUNITY
AWARENESS
REEBOK
X
Reebok’s inclusivity group, The Reebok Collective has partnered with upcycling specialist Justin Mensinger on a limited-edition sweatshirt collection advocating for mental health awareness.
“Each piece of clothing that previously held someone’s energy and style came together to create a new story and new garment that someone else can enjoy. With the inspirational quotes gathered from our Reebok Collective members, I was able to add messages that are universal reminders to each of us.”
MENSINGER Alongside the collection launch, the brand released a video to exhibit the process behind the sweatshirts. The film also displays interviews with members of the Reebok Collective talking about their views and experiences with clothing in terms of mental health. The bidding process will see the highest bidder claim the sweatshirt, with proceeds going to Boks. Reebok has also announced that an additional 50,000 dollar donation will be granted to support the Boks community.
F r om
T h E
p
as t
FOR THE FUTURE...
NICOLE MCLAUGHLIN
CROQUIS EXPERIMENTING
PRIMARY STYLING DEVELOPMENTS: - EXPERIMENTING WITH UPCYCLING AND HOW ATHLEISURE BRANDS CAN COLLABORATE TO CREATE EXCLUSIVE PIECES - HOW WILL GENERATION ALPHA WEAR CLOTHING DIFFERENTLY - HOW CAN DIGITAL ASPECTS RELATE TO CLOTHING TO ENGAGE THESE DIGITAL NATIVES? - HOW CAN THEY USE THEIR BODIES AND CLOTHING AS A WAY OF PROTESTING? - HOW CAN THEY EXPRESS THEIR MESSAGE AND THE WORLD THEY WANT TO LIVE ON
UPCYCLING DESIGNERS
'We need to use craft and technology to improve supply chains...'
Born in south-west London to a father of Nigerian descent and a mother from India, she grew up in a multi-cultured household (her stepdad is from Jamaica). Her namesake label began almost instantly after she graduated from Westminster University in June 2018, and sees her use design techniques – such as dyeing and beading – and materials directly inspired by her multifaceted heritage, as well as her London roots.
Panipat, a city in northern India, is known as both the recycling capital of India and the cast-off capital of the world. It’s where huge global retailers send unsold inventory, or “deadstock,” and where unwanted goods from charity shops often end up. But acclaimed British fashion brand Ahluwalia sees Panipat and deadstock not as an end point, but rather as an exciting inspiration point for their design process. As Founder and Creative Director Priya Ahluwalia, told Vogue, “I design clothes that use re purposed materials instead of using new ones, often choosing vintage or deadstock. We partner with wholesale recyclers and bigger brands to reuse their liability materials.”
TEHCNOLOGY... Ahluwalia has partnered with Microsoft to create Circulate—an experience and program designed to bring new life to loved but unwanted clothing—by inviting customers to contribute to an upcoming collection. Part of the Ahluwalia.world site, Circulate highlights various “open calls” to the fashion community in Britain, where the Ahluwalia team requests specific garments that will help make up future looks for the brand. Britons can upload photos and videos of their own garments to see if they’re a match for a collection. Azure Computer Vision then analyses these images in a matter of seconds, confirming vital garment details—like type of fabric, colour, and brand information—cutting down on guesswork and adding in quality controls.
Designs to last a life× time...
ABO U T COLLABORATION On Friday, London-based menswear designer and 2020 LVMH Prize finalist Priya Ahluwalia announced her womenswear debut as part of a collaboration with Ganni. The result is a collection that’s both sustainable — it was designed with upcycled deadstock fabric that went unused in Ganni’s fall ‘20 collection — and the life of the party — Ahluwalia was inspired by London’s Garage scene in the ‘90s. The collection is made up of 19 pieces, many of which were created in Ganni’s signature silhouettes, but with Ahluwalia’s unique touches, making them unlike any pieces we’ve come to expect from the Copenhagen fashion darling. Think: square necklines on midi dresses and buttery soft leather mini dresses, but with tighter fits and patchwork patterns. “To be trusted to design the collection using Ganni’s liability materials was something that was very important to the design process,” Ahluwalia said in a press release. “The project has been great in showing how leftover materials can be totally transformed and are worth cherishing.” Where we often associate Ganni with cottagecore vibes — the poofy sleeves, pastel colours, and soft plaids — this collection shows an edgier side to the brand. “I looked at photography from the U.K. Garage scene, as well as photos from my own personal history and culture and wanted to create clothing that women will feel sexy and strong in whilst on the dancefloor, whether at a club or at home,” Ahluwalia said.
COLLABORATION
Meet Bethany Williams – a thirty year old fashion designer, with a big love for sustainability. The young woman is highly in demand for her creative solutions for the fashion industry’s biggest problems. With her eponymous brand she doesn’t only recycle and upcycle materials and clothes, she also provides work for society’s most vulnerable people. A typical example of how to use fashion as an force for change.
‘Every collection is inspired by and created in collaboration with a charity, which is then manufactured using only recycled, upcycled and organic materials’.
Bethany Williams believes that social and environmental issues go hand in hand and through exploring the connection between these issues we may find innovative design solutions to sustainability. We want not just to comment on a community, but work in their social spaces to try to create a change through furthering economic gain for charity.
“It’s been really amazing to see how transformative and beneficial projects in fashion can be for people. Especially because I do feel like there are so many negative connotations around fashion. You can take something that is discarded, give it time, and make it beautiful again. That time is labour, which is employment.” The thoughtful, intentional way she runs her business makes Williams a singular case in an industry driven by consumption—which might be why the British Fashion Council and British Vogue selected her as the prize winner: If everything goes right for Beth, she won’t be the only one working this way for long.
EXPERIMENTING WITH SLOGANS AND BOLD, BRIGHT COLOURS
Christopher Raeburn is a British fashion designer with a unique and innovative approach to creating menswear, womenswear and accessories collections. Graduating from London’s Royal College of Art in 2006, Raeburn set up his own studio in 2009 and later that year his eponymous label, showing his first collection at London Fashion Week featuring a range of outerwear constructed from original military parachutes which fast became the iconic signature of the company. Raeburn’s remade ethos guides and influences every aspect of his design and development process. His product is defined by a distinctive aesthetic, meticulous detail, considered functionality and sustainable intelligence, bringing sustainable design to a mainstream fashion audience and presenting luxury with integrity.
‘We are responsible not sustainable’
"People have really woken up to their responsibility," Raeburn says – but there’s still a fair way to go. "We all need a more circular way of working, not just making recycled clothes – but recyclable. For me, it’s not even about sustainability anymore, it’s about what we can do to really start to regenerate and be a lot more positive on the planet – after, let’s face it, quite a few decades of being pretty detrimental."
Raeburn has recently collaborated with Dylon as a way of encouraging people to repurpose their old clothes. "What’s quite cool about this project with Dylon and encouraging people to upcycle what they already have, invariably you already have an emotional attachment," Raeburn says. "So that pair of jeans, for example, might be quite worn down, or that beautiful top you wore for years. Isn’t it cool if you can take that same thing and give it a new lease of life?"
raeduced raemade and raecycled
Now is a particularly good time to give it a go, because you might find yourself stuck at home more. "What better time to try and get creative, to test and learn and experiment and have fun," Raeburn says. "That’s what this is all about.
I HAVE CHOSEN TO LOOK AT RAEBURN BECAUSE HE IS A PIONEER FOR THE SUSTAINABLE FASHION INDUSTRY. HE IS LEADING THE WAY FOR MORE RESPONSIBLE FASHION AND IS WILLING TO EDUCATE AND COLLABORATE WITH PEOPLE TO ASSIST THEM IN BECOMING MORE RESPONSIBLE. I ALSO LOVE THE COLOURS AND SHAPES BE USES WITHIN HIS DESIGNS BECAUSE THEY ARE VERY ORIGINAL AND ENGAGING.
UPCYCLING
BOLD
COLLABORATION
REMAKING
EXCLUSIVE HE HAS BEEN QUIETLY CHAMPIONING ECO-FRIENDLY FASHION FOR OVER 10 YEARS AND IS THEREFORE A CREDIBLE RESPONSIBLE DESIGNER. HE HAS ALSO BEEN UPCYCLING CLOTHING FOR A LONG TIME AND IS THEREFORE KNOWLEDGEABLE ON THIS SECTOR. HE UNDERSTANDS THAT IT IS AN INTELLIGENT WAY TO COMBAT WASTE BY REPURPOSING STUFF THAT ALREADY EXISTS.
STREET WEAR
EDITED RAEBURN IMAGERY
RAEDUCE, RAEMAKE, RAECYCLE
Christopher CHRISTOPHER SHANNON IS A BRITISH MENSWEAR DESIGNER FROM LIVERPOOL, MOSSLEY HILL. HE STUDIED A MA IN MENSWEAR AT CENTRAL SAINT MARTINS LONDON WHERE HIS DESIGNING CAREER STARTED. HE NEVER INTENDED BECOMING A FASHION DESIGNER BUT ALWAYS KNEW HE HAD A LOVE FOR DESIGNING AND FASHION. HE LAUNCHED HIS BRAND IN 2008. HIS BRAND HAS HEAVILY BEEN INFLUENCED BY HIS CULTURE AND HE HAS THEREFORE LOOKED AT SUBURBAN STREET WEAR FROM THE ERA OF BRITPOP RAVE TO INFORM HIS MODERN TAKE ON MENSWEAR.
“ I DIDN’T GO TO ART COLLEGE SO I COULD OVERPOLLUTE THE WORLD WITH PRODUCT.”
Shannon
I AM REALLY EXCITED TO BE MENTORED BY CHRISTOPHER SHANNON AND SPEAK TO HIM ABOUT MY PROJECT. I KNOW HE WILL ADD AN EXCITING INPUT. IT IS ALSO A PLEASURE TO SPEAK TO SOMEONE WHO IS SO CREDIBLE IN THE FASHION INDUSTRY. I HAVE ALSO NOTICED HOW HE HAS STARTED USING UPCYCLED FASHION SO I AM REALLY EXCITED TO SPEAK TO HIM ABOUT THE FUTURE OF THE FASHION INDUSTRY.
I HAVE CHOSEN TO RESEARCH INTO CHRISTOPHER SHANNON AS HE IS SHEDDING A NEW LIGHT ON THE STREET / ATHLEISURE MARKET. HE HAS CREATED GARMENTS FEATURING REEBOK BRANDING THAT HAVE BEEN SEEN ON THE CATWALK AND MAINSTREAMED ATHLEISURE BEING SEEN ON THE RUNWAY. HE IS A PIONEER FOR THE BRITISH DESIGN INDUSTRY DEMONSTRATING HOW DESIGNS SHOULD NIT BE COPIED AND HOW EACH DESIGN HOLDS VALUE AS A PIECE OF ART.
Lacoste has patchworked a collection of one-off, upcycled items for AW22 As the fashion industry grapples to respond to the war in Ukraine, honouring its people with heart-felt show notes, Russian sanctions, and blunt re enactments at Balenciaga – all of which have received due criticism and praise – Lacoste has announced that it will be donating 100 per cent of its earnings from its AW22 collection to the United Nations’ Ukraine appeal. Titled Off Grid, this season, Lacoste has chosen to forego a traditional runway show, debuting its collection on the backs of its employees, colleagues, and family members with a lookbook of improvised lift selfies shot at the label’s headquarters. Each piece has been made from left-over fabrics, recycled yarns, old deadstock waste, comprising techy tennis sweaters, patchworked track tops and varsity jackets, and raw-hemmed sneakers made in collaboration with Helen Kirkum – all of which make up a collage of oneoff items. I like how this collections profits are having a positive social impact. I would like to research places where the profits from my collection can go so that it has a positive socio economic impact.
SMALL BUSINESSES WHEN RESEARCHING WHAT ATHLEISURE BRANDS ARE TRYING TO USE MORE SUSTAINABILITY INITIATIVES IT WAS EVIDENT THAT THERE WAS MORE SMALLER BRANDS TAKING MORE ACTION, PARTICULARLY WHEN IT COMES TO UPCYCLING. THEREFORE, I HAVE BEEN INFLUENCED BY MULTIPLE SMALL BUSINESS FOR THIS CAMPAIGN INCLUDING SCARLETT ORANGE, ALMOST ON TIME AND PAOLINA RUSSO. THEY ARE THINKING OF NEW AND CREATIVE WAYS TO REDUCE WASTE AND BECOME MORE RESPONSIBLE WITH THEIR SUSTAINABILITY INITIATIVES. I AM GOING TO TAKE INSPIRATION FROM SMALL BUSINESSES AND IMPLEMENT A NEW MARKETING STRATEGY INTO GYMSHARK FOCUSING ON MORE RESPONSIBLE FASHION THROUGH UPCYCLING SECOND HAND / DEAD STOCK ATHLEISURE WEAR.
Taking steps to a more responsible future...
ADI DAS ADIDAS ARE ALSO DOING EDUCATIONAL VIDEOS ON HOW PEOPLE CAN UPCYCLE THEIR NO LONGER WANTED ADIDAS GARMENTS. THEY HAVE USED AN INFLUENCER AND UPCYCLING FASHION DESIGNER TO MAKE THIS VIDEO. A LOT OF SMALLER BUSINESS AND DESIGNERS ARE USING THE WORK OF WELL ESTABLISHED BRANDS SUCH AS NIKE AND ADIDAS AND ARE RE WORKING THEM INTO UNIQUE, INDIVIDUAL PIECES.
FMP PROPOSAL: Taking all of my research into consideration helped me further interrogate my campaign and alter my final outcome slightly. The next decade is pivotal for the fashion industry. The industry needs to become more responsible due to the detrimental effect that it causes on the environment and society. This has led to a lot more brands trying to become more ‘sustainable’. This has resulted in a lot of brands using sustainability as an ungenuine marketing method, this is called greenwashing. Green washing has led to people losing trust, particularly Generation Z, in brands and sustainability marketing methods and sustainability becoming an overly broad and loose term. Generation Z are now feeling highly confused and worried about who they can trust to make positive change. It is also a word that people do not connect with, particularly within the fashion industry, because people understand it is an industry that can never be sustainable. This project will focus on what terminology and authentic and genuine marketing methods brands should be using to connect with this consumer. It will focus on responsible marketing methods. I will use Gymshark as a brand to implement my marketing strategy into. I have chosen Gymshark as a brand because they are a leading brand in the currently booming athleisure market. I have found a gap in the current athleisure market level. It is a market level that focuses heavily on encouraging positive health awareness and welfare. However, it is a market that heavily relies on non- sustainable materials, overproduction and is therefore neglecting the impact it is having on the welfare of the planet. We cannot focus on our wellness and ignore the planet’s as we will not be happy surrounded by a dying planet. Gymshark they are ‘at the beginning of their sustainability journey’ which demonstrates they understand they have changes to be made. I will discuss why it is important that they take their sustainability initiatives to the next level and how they can do this. I will propose a capsule collection between Gymshark and Christopher Raeburn. This is because Raeburn is a pioneer for the responsible fashion industry and can help educate Gymshark on more responsible manufacturing. The collection will focus on elevating Gymshark’s garments so they could be worn in more versatile settings and have more sentimentality.
GYMSHARK NOW...
GYMSHARK FUTURE...
COLLABORATION BRANDING FOR MY CAPSULE COLLECTION I HAVE STARTED CONSIDERING LOGO DEVELOPMENTS THAT REFLECT BOTH CHRISTOPHER RAEBURN AND GYMSHARK’S BRANDING. WHEN LOOKING AT BOTH OF THEIR LOGOS THEY WERE BOTH VERY SIMPLE AND ONLY USED BLACK AND WHITE.
CHOSEN LOGO BLACK AND WHITE BRANDING OF EACH BRAND
BLUE TO REFLECT GYMSHARK BECAUSE IT IS A COLOUR USED WITHIN THEIR BRANDING
USE OF GYMSHARK LOGO AS ‘E’
‘RAESPONSIBLE’ BECAUSE RAEBURN WILL PUT RAE IN HIS BRANDING E.G. RAEMADE, BUT HAS NEVER USED ‘RAESPONSIBLE’.
ORANGE BECAUSE IT IS A COLOUR THAT IS USED A LOT WITHIN CHRIS RAEBURNS WORK
RESPONSIBLE BECAUSE IT IS THE REBRANDING OF THE WORD ‘SUSTAINABLE’ . IT CONNECTS MORE WITH GEN Z AND IT IS THE WORD THAT RAEBURN USES AS HE MARKETS HIS BRAND AS ‘RESPONSIBLE’ NOT SUSTAINABLE.
MARKETING METHODS I WANT TO CREATE AN INSTAGRAM FOR THE CAPSULE COLLECTION. IT WILL FEATURE RESPONSIBLE MARKETING METHODS. THIS WILL DEMONSTRATE HOW GYMSHARK’S METHODS ARE AUTHENTIC MARKETING AND DEVELOP A NARRATIVE. IT WILL ELEVATE THE MARKETING AND DEMONSTRATE THAT THERE IS NO GREENWASHING.
I AM ALSO GOING TO CONSIDER HOW THIS COLLABORATION CAN BE MARKETED IN REGARDS TO PACKAGING AND SLOGANS ETC. I WANT ALL OF THE COLLABORATION TO BE COHESIVE AND REFLECT THE MESSAGE OF THE COLLABORATION.
SOCIAL MEDIA CONTENT PLAN WHY SOCIAL MEDIA? I HAVE DECIDED TO CREATE A SOCIAL MEDIA CAMPAIGN TO ENSURE THAT I AM TAILORING THIS PROJECT TO REFLECT THE SKILLS I WANT TO DEVELOP. AS I AM WANTING TO GAIN A JOB WITHIN THE SOCIAL MEDIA MARKETING INDUSTRY THIS WILL ALLOW ME TO DEVELOP MY SKILLS AND ALLOW ME TO HAVE PORTFOLIO WORK. AS THIS CAMPAIGN IS AIMED AT GENERATION Z THEY ARE ALSO A HIGHLY DIGITAL GENERATION WHO ARE IMMERSED BY SOCIAL MEDIA. WHY INSTAGRAM? INSTAGRAM IS ONE OF THE LEADING SOCIAL MEDIA FOLLOWERS, WITH MILLIONS OF USERS. IT IS ALSO THE BEST APP TO START EXPERIMENTING WITH VIDEO CONTENT. SHORT VIDEO CONTENT IS THE FUTURE OF SOCIAL MEDIA MARKETING BECAUSE OF YOUNGER GENERATIONS SHORT ATTENTION SPAN. THEREFORE I WOULD LIKE TO CREATE SHORT FORM VIDEOS THROUGHOUT MY PROJECT.
I have created a content plan for what my first 9 posts would be on my campaign social. I have focused on creating both visual and written ways of communication to ensure the message is both clear and engaging. I also want the platform to educate my audience on the issues we are currently facing hence the relevance of this brand collaboration. I have also created short reels to engage my target consumer, Generation Z, as it is proven they engage well with short form video content.
I WANT THE COLOURS WITHIN MY STYLING TO BE VERY BRIGHT AND BOLD SO THAT IT MAKES MY STYLING MORE EYE-CATCHING. THE USE OF BRIGHT BOLD COLOURS IS ALSO SOMETHING THAT IS PREVALENT IN SOME OF BOTH RAEBURN’S AND GYMSHARK’S COLLECTIONS. THEY ARE ALSO COLOURS THAT WERE USED A LOT WITHIN THE 90’S ATHLEISURE PERIOD. IT MAKES MY STYLING LOOK MORE FUN AND UNIQUE AND I WANT TO DEMONSTRATE ALL OF THE CREATIVE ASPECTS INVOLVED WITH UPCYCLING.
STYLING COLOUR PALETTE USING BOLD COLOURS
PRIMARY SHOOT ONE CONCEPTUAL SHOOT (PLEASE SEE PRIMARY SHOOT BOOK FOR FURTHER DEVELOPMENTS). ALL IMAGES FROM PRIMARY SHOOTS ARE INCLUDED IN PHYSICAL SHOOT LOOKBOOK. IN THIS BOOK I WILL GO INTO MORE DETAIL BEHIND THE MEANING OF THE SHOOT.
SHOOT PLAN: - EXPERIMENT WITH EARLY DEVELOPMENTS FROM MY FMP - START EXPERIMENTS ON A DRESS STAND AND THEN MOVE ONTO A MODEL - EXPERIMENT WITH LAYERING AND CREATING UNUSUAL SHAPES - CREATE WARNING ON SUSTAINABILITY AWARENESS - EXPERIMENT WITH LAYERING CLOTHING IN UNIQUE WAYS
FRAGILE TAPE - USED TO REFLECT OUR FRAGILE FUTURE DUE TO CLIMATE CHANGE. IT ALSO CONNOTATES WARNING AND CARE NEEDED. PEOPLE NEED TO START CARING FOR OUR PLANET.
USE OF LAYERED CLOTHING TO REFLECT AN UPCYCLED LOOK PRIMARILY FOCUSING ON ATHLEISURE CLOTHING
TAPE SHAPED IN A CROSS TO REFLECT A WARNING AND DANGER FOR THE FUTURE PLANET.
SHOE ON HEAD- TO EXPERIMENT WITH UNIQUE STYLING METHODS TO DEMONSTRATE HOW WE CAN START TO USE WHAT WE ALREADY HAVE IN MORE VERSATILE WAYS INSTEAD OF ALWAYS BUYING NEW. THIS IS ALSO REFLECTED WITH THE PLACING OF THE SHOE AS A BAG.
PRIMARY IMAGERY STYLING WORKSHOP
PRIMARY SHOOT TWO CONCEPTUAL SHOOT (PLEASE SEE PRIMARY SHOOT BOOK FOR FURTHER DEVELOPMENTS). ALL IMAGES FROM PRIMARY SHOOTS ARE INCLUDED IN PHYSICAL SHOOT LOOKBOOK. IN THIS BOOK I WILL GO INTO MORE DETAIL BEHIND THE MEANING OF THE SHOOT.
SHOOT PLAN: - EXPERIMENT WITH DIFFERENT POSES AND ANGLES E.G. STANDING/ SITTING - START EXPERIMENTS ON A DRESS STAND AND THEN MOVE ONTO A MODEL - EXPERIMENT WITH LAYERING TO CREATE UPCYCLED LOOKS - EXPERIMENT WITH LAYERING CLOTHING IN UNIQUE WAYS - CREATE IMAGES THAT CAN BE CROQUIED TO THE TYPE OF CONSUMER I AM TARGETING MY PROJECT AT
ORANGE BACKGROUND USED TO REFLECT CHRIS RAEBURN AS IT IS A COLOUR CLEARLY IDENTIFIED WITHIN HIS BRANDING.
BLACK AND WHITE LANDFILL BACKGROUND USED TO REFLECT OVERCONSUMPTION / LANDFILL ISSUES. IN BLACK AND WHITE TO MAKE THE STYLING EDITS POP
EXPERIMENTING WITH DIFFERENT BACKGROUNDS THAT REFLECT AN ATHLEISURE SETTING AS IT IS A CONCEPT BASED ON AN ATHLEISURE BRAND
EXPERIMENTING WITH A GYM SETTING BACKGROUND WHICH WOULD BE GYMSHARK’S TYPICAL CHOICE FOR A LOCATION
PRIMARY SHOOT THREE CONCEPTUAL SHOOT (PLEASE SEE PRIMARY SHOOT BOOK FOR FURTHER DEVELOPMENTS). ALL IMAGES FROM PRIMARY SHOOTS ARE INCLUDED IN PHYSICAL SHOOT LOOKBOOK. IN THIS BOOK I WILL GO INTO MORE DETAIL BEHIND THE MEANING OF THE SHOOT.
SHOOT PLAN: - EXPERIMENT WITH DIFFERENT MODELS: BOTH FEMALE AND MALE - EXPERIMENT WITH USING THE FACE AS A STORY BOARD - EXPERIMENT WITH USING PROTEST BOARDS TO ADD TO STORY TELLING - EXPERIMENT FURTHER WITH 90’S ATHLEISURE STYLES AS IT WAS A HIGHLY INFLUENTIAL ERA FOR ATHLEISURE WEAR - EXPERIMENT WITH LAYERING CLOTHING IN UNIQUE WAYS - COLLABORATE WITH A FELLOW MEMBER FROM MY YEAR GROUP TO COLLECT BTS IMAGERY AND CREATE A SHORT REEL
USING THE FACE AS A STORY BOARD TO CREATE SUSTAINABILITY MESSAGES. PROPOSING THE BRIGHTER FUTURE WE ARE WORKING TOWARDS REFLECTING THE MESSAGE BEHIND MY CAMPAIGN
EXPERIMENTING WITH ADDING DIGITAL LAYERS ON TO A PRIMARY IMAGE. NIKE IS A LEADING BRAND IN THE ATHLEISURE MARKET AND THEREFORE A KEY BRAND TO BE FOCUSING ON
EXPERIMENTING WITH CLOSE UPS OF STYLING FOCUSING ON THE LAYERING OF BRIGHT BOLD COLOURS TO CREATE AN UPCYCLED LOOK
EXPERIMENTING WITH BILLBOARDS TO FURTHER ADD TO MY STORY TELLING. GENERATION Z HAVE GROWN UP IN A WORLD WHERE THEY OFTEN USE PROTESTING AS A WAY TO MAKE THEIR VOICES HEARD
PRIMARY SHOOT FOUR COMMERCIAL SHOOT (PLEASE SEE PRIMARY SHOOT BOOK FOR FURTHER DEVELOPMENTS). ALL IMAGES FROM PRIMARY SHOOTS ARE INCLUDED IN PHYSICAL SHOOT LOOKBOOK. IN THIS BOOK I WILL GO INTO MORE DETAIL BEHIND THE MEANING OF THE SHOOT.
SHOOT PLAN: - EXPERIMENT FURTHER WITH CHARLOTTE AS THE MODEL - CREATE MORE COMMERCIAL, SIMPLER STYLED GYMSHARK LOOKS - EXPERIMENT WITH SPORTY POSES - COLLECT IMAGERY TO USE IN BOOK WHEN DISCUSSING GYMSHARK
- SPORTY POSING - SPORT EQUIPMENT - NATURAL MAKE UP
EXPERIMENTING WITH ANGLES. USING NATURAL MAKE UP TO REFLECT IT IS A SPORT SHOOT
PHOTOSHOPPED ONTO AN ATHLEISURE BACKGROUND INSPIRED BY TIM WALKER
SIMPLE GYMSHARK STYLING DEVELOPMENTS
A WEIGHT TO SYMBOLISES GYMSHARK IS A GYM BASED BRAND
PRIMARY SHOOT FIVE
(PLEASE SEE PRIMARY SHOOT BOOK FOR FURTHER DEVELOPMENTS). ALL IMAGES FROM PRIMARY SHOOTS ARE INCLUDED IN PHYSICAL SHOOT LOOKBOOK. IN THIS BOOK I WILL GO INTO MORE DETAIL BEHIND THE MEANING OF THE SHOOT.
SHOOT PLAN: - EXPERIMENT WITH DECONSTRUCTING SECOND HAND CLOTHING TO CREATE UPCYCLED LOOKS - CREATE MORE COMMERCIAL UPCYCLED STYLING LOOKS - EXPERIMENT WITH SPORTY POSES AND ACCESSORIES - EXPERIMENT WITH THE CLASHING OF BRIGHT BOLD COLOURS - EXPERIMENT FURTHER WITH ANGLES AND POSES - COLLECT FURTHER BEHIND THE SCENES TO TEST AS A FILM FOR MY FINAL FILM
FOCUSING ON ATHLEISURE UPCYCLED FASHION USING SECOND HAND CLOTHING FROM WELL ESTABLISHED FASHION BRANDS. EXPERIMENTING WITH THE DECONSTRUCTING AND LAYERING OF CLOTHING
EXPERIMENTING WITH SPORT POSES USING SPORT ACCESSORIES TO EMPHASISE IT IS A SHOOT FOR AN ATHLEISURE BRAND
UPCYCLING
OVERCONSUMPTION
REMAKING
SPORTY
POWERFUL
PRIMARY SHOOT SIX COMMERCIAL SHOOT (PLEASE SEE PRIMARY SHOOT BOOK FOR FURTHER DEVELOPMENTS). ALL IMAGES FROM PRIMARY SHOOTS ARE INCLUDED IN PHYSICAL SHOOT LOOKBOOK. IN THIS BOOK I WILL GO INTO MORE DETAIL BEHIND THE MEANING OF THE SHOOT.
SHOOT PLAN: - EXPERIMENT WITH A MORE MASCULINE MALE MODEL THAT WOULD BE THE MORE TYPICAL GYMSHARK CONSUMER - EXPERIMENT WITH MASCULINE SPORT POSES - CREATE GYMSHARK X RAEBURN COLLABORATION IMAGERY - CREATE DECONSTRUCTED UPCYCLED LOOKS FROM SECOND HAND ATHLEISURE GARMENTS - EXPERIMENT WITH POSES AND ANGLES - COLLECT RAEBURN BUCKET HAT IMAGERY
EXPERIMENTING WITH UPCYCLED / DECONSTRUCTED ATHLEISURE LOOKS USING SECOND HAND CLOTHING FROM POPULAR ATHLEISURE BRANDS. USING BRIGHT, BOLD CLOTHING TO ENSURE THE STYLING IS EYE-CATCHING. EXPERIMENTING WITH MORE SPORTY POSES.
UPCYCLED CHRISTOPHER RAEBURN HAT PURCHASED FROM AN UPCYCLING FASHION DESIGNER
EDITING THE SKIN TONE TO BLACK AND WHITE TO MAKE THE STYLING STAND OUT AND REFLECT THE DARK/ SERIOUS ASPECTS OF THE CAMPAIGN.
LAYERED CLOTHING ON THE FLOOR TO REFLECT OVERCONSUMPTION AND LANDFILL ISSUES
PRIMARY SHOOT SEVEN / FINAL SHOOT
(PLEASE SEE PRIMARY SHOOT BOOK FOR FURTHER DEVELOPMENTS). ALL IMAGES FROM PRIMARY SHOOTS ARE INCLUDED IN PHYSICAL SHOOT LOOKBOOK. IN THIS BOOK I WILL GO INTO MORE DETAIL BEHIND THE MEANING OF THE SHOOT.
SHOOT GOALS - SPEND AROUND 2 HOURS GAINING A VARIETY OF CONTENT BOTH PHOTOGRAPHIC AND VIDEOGRAPHIC - SHOOT WILL BE IN A STUDIO WITH FULL LIGHTING KIT PROVIDED - COLLECT A WIDE RANGE OF VIDEO CONTENT TO CREATE A 30 SECOND TRAILER OF ‘BTS’ AUTHENTIC CONTENT. FOCUSING ON FUNNY MOMENTS, STYLING DEVELOPMENTS, BTS OF CREATIVE DIRECTOR , BTS OF PHOTOGRAPHER, CLOSE UP OF MODELLING, FULL SET BTS - COLLECT A WIDE RANGE OF PHOTOGRAPHIC CONTENT FOCUSING ON CLOSE UPS AND FULL RANGE SHOTS - COLLABORATE WITH A PHOTOGRAPHER AND VIDEOGRAPHER AND ENSURE THEY UNDERSTAND THE VISION OF MY CONCEPT - COLLECT BOTH CONCEPTUAL AND COMMERCIAL IMAGERY
THIS IMAGE REFLECTS THE CURRENT ISSUES WE HAVE WITH OVERCONSUMPTION. THE LAYERING OF CLOTHING WITHIN THE BACKGROUND REFLECTS THE AMOUNT OF CLOTHING THAT IS BEING LEFT TO WASTE. THE STYLING REFLECTS DE CONSTRUCTED, UPCYCLED ATHLEISURE WEAR FOCUSING ON A SPORTY POSE.
LAYERING OF CLOTHING ON TOP OF MODEL TO PORTRAY LANDFILL ISSUES WITH THE USE OF A PROTEST BOARD TO FURTHER CLARIFY THE MESSAGE.
EXPERIMENTING WITH MORE COMMERCIAL IMAGERY AND USING A MORE SIMPLE BACKGROUND SETTING TO ENSURE THAT THE MESSAGE BEHIND THE CAMPAIGN IS NOT LOST. USING DECONSTRUCTED, LAYERED SECOND HAND ATHLEISURE WEAR
EXPERIMENTING WITH A MORE CONCEPTUAL BACKGROUND TO PORTRAY THE MESSAGE OF OVER CONSUMPTION. USING PROTEST BOARDS THAT PORTRAY THE MESSAGE OF MY CAMPAIGN. USING SHORT SLOGANS TO ENGAGE THE GEN Z CONSUMERS WHO HAVE A SHORT ATTENTION SPAN.
FILM FINAL OUTCOME: AIM: COLLECT BEHIND THE SCENES FOOTAGE THAT IS AUTHENTIC AND DEMONSTRATES THE PROCESS BEHIND MY FINAL SHOOT TO CREATE A MEANINGFUL CONNECTION WITH MY AUDIENCE MUSIC: NO WORDS TO ENSURE THAT FOCUS IS ON THE FOOTAGE. QUICK SPEED HAPPY UPBEAT EDIT: - SHORT CLIPS TO ENGAGE GEN Z CONSUMERS WHO HAVE A SHORT ATTENTION SPAN - CLOSE UPS OF MY CREATIVE DIRECTION - BTS OF THE PHOTOGRAPHY - BTS OF THE MODELLING - CLOSE UP’S OF EVERY ASPECT - USE OF LAYERING AND FILTERS ON TOP OF CLIPS LENGTH: - I WANT THE FULL LENGTH OF THE FILM TO BE BETWEEN 30-45 SECONDS LONG SO THAT IT IS ENGAGING TO THE TARGET AUDIENCE. NOT TOO LONG BUT STILL LONG ENOUGH TO COVER EVERYTHING INCLUDED - I WILL ALSO CREATE SHORT REELS WHICH I WILL POST ON MY SOCIAL MEDIA INSPIRATION: I HAVE BEEN INSPIRED BY BTS VIDEOS/ REELS I HAVE SEEN ON INSTAGRAM. I HAVE ALSO LOOKED AT A LOT OF SHOWSTUDIO VIDEOS AND CONSIDERED ASPECTS OF THEM THAT I LIKE TO EXPERIMENT WITH
REFLECTION Upon reflection, I am extremely happy with the final outcome of my project and the journey I have taken. I have built upon the exploration of fashion marketing and promotion tools utilised in the first two years of study. I have been able to showcase the key strengths and skills I have developed from my final year of study. This project has allowed me to demonstrate my skills and interests in creating a marketing strategy, researching and social media marketing. This journey has been able to clarify to me that my key strengths and interests are best suited to starting a career within the Fashion marketing and social media industry. I have developed a campaign demonstrates creative, strategic and tactical skills. Though I have had to use some problem-solving skills, I am happy with the development of my marketing strategy as it evidences a range of research and critical analysis. My journey through my third year at university has really allowed me to grow as an individual. I have gained a lot more confidence. I have learnt a lot including vital skills I will be able to take with me as I venture into the industry. I am extremely excited about what the future holds and I am ready to provide a fresh prospective to the industry.