fog.
OLIVIA MI LLE R B A FA S HI ON C O N C EP TS AN D C O M M U N I C AT I O N L EV E L 4
Contents
HAND RENDERED ILLUSTRATION WHAT IS FOG? DIGITAL MOODBOARD DR. MARTENS MARKET AWARENESS GARMENT LINE-UP COMMUNICATION ELEMENTS
fog rainwear- long trench
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fog. Fog. A conceptual fashion brand created by BA Fashion student Olivia Miller which combines the aesthetics of Surrealism with the practicalities of temperamental weather creating a colourful and fun range of waterproof Raincoats. The garment based concept, inspired by vintage silhouettes, has a playful nature contrasting the garish and girlie designs with connotations associated with wet weather. Instead of being dismal towards wet weather conditions, Fog implies that the wearer embraces the climate through their range of bright Raincoats. With strong competition from existing brands such as Rains, Gore-Tex and high-street companies such as Topshop, Fog uses its playful aesthetic to target its’ female audience making it stand out against existing brands which often promote less on visual aspects and more on practicality. Fog however combines the two offering a unique product suitable for the female customer who is wanting to stand out.
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Dr. Martens Mar Dr. Martens are a British fashion brand founded in 1947 specialising in footwear. They provide a global audience with a successful niche product; practical yet fashionable shoes/boots. Their shoes range from £50.00 to £310.00 which they sell alongside other products such as clothes and accessories priced from £3.00 and up. Dr. Martens utilise technology well to promote their product in the form of social networks such as Facebook, Youtube, Instagram, Tumblr, Google+, YouTube and Pinterest as well as their own blog and website. The packaging for Dr. Martens reflects the brand ideals of good quality and design. The label used on their accompanying range of clothes and bags is laid out like a card envelope with information about the product inside. When a purchase is made, a complimentary tote bag is given with the Dr. Martens logo and statement ‘Love My Docs’ therefore advertising their product in a positive light through the consumer’s purchase. This also creates loyalty between the customer and brand as the bag is something that can be kept and used again. The shoe box that Dr. Martens shoes are sold in is stylish and ‘quirky’ with the logo on the front, the shoes wrapped in tissue paper and foot prints on the bottom of the box. Small features like this are what seems to appeal to the buyer and make Dr. Martens stand out against their competitors. Dr. Martens frequently promote the brand by hosting events usually in the form of gigs and festivals. These advertisements are often found in alternative music publication ‘DIY magazine’ which are handed out free in Dr. Martens stores. However upon visiting the Leeds store, Dr. Martens also hosted a ‘Shoeshine Shopping Day’ where customers could get their Dr. Martens shined for free amongst a live DJ set and 15% off products in store. Both these events offer good service to their customers, not only do Dr. Martens provide good, stylish goods but they also allow customers to create/add to their identity. Dr. Martens stand particularly well against their competitors (such as Timberland and Converse) due to their vast history of satisfied consumers. They have managed to build a very good brand image using sub-cultures and heritage as their main ethos to the point where their target market satisfies most age groups and both genders. Dr. Martens as a brand are very aware of this and use this as one of their main marketing techniques shown in various promotional films which highlight how they have spanned significant time periods and catered for the individual consumer highlighting that they know their target market perfectly.
rket Awareness
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i N ASSOC IATION WITH
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