Jessie Wilson

JESSIEWILSON SEMESTER 2: P O R T F O L I O

C O N T E NTS | N A V I G A T I O N: P1| Contents page P2| Contact page P3| C.V : Contact information P4| C.V : Personal statement | Grades P5| Gola : Introduction + Brief P6| Gola : Image P7| Gola : Inspiration points + Brief brand history P8| Gola : Rule of three images + Bag design P9| Gola : Colour pallette + Women’s trainer design P10| River Island : Introduction + Brief P11| River Island : Brand background + USP’s P12| River Island : Target Customer 1.

P13| River Island : Begining of LOOKBOOK

C O N T A C T:

P20| River Island : End of LOOKBOOK

GOLA : Rebecca Sharples (UCLan) + Steve Brindle (UCLan)

P21| River Island : Promotional video P22| BeSafe : Introduction + Brief

RIVER ISLAND (Missguided) : Sarah Lynch

P23| BeSafe: Market research board 1

BESAFE : NUS marketing + Rebecca Sharples (UCLan) + Steve Brindle (UClan)

P24| BeSafe: Market research board 2 P25| BeSafe: Market research board 2 + Ideas process

PROJECT TUTOR : Paresh Palmer (UCLan)

P26| BeSafe: Final outcome

2.

JESSIE WILSON CONTACT INFORMATION Name: Jessie Louise Wilson D.O.B: 10/07/1994 JWilson7@uclan.ac.uk jessiewils0n.blogspot.co.uk +44 7932 034132

Term time address: Flat E7.2, Warehouse

apartments, Victoria street, Preston. PR1 7QT.

Home address: 57 Springfield RD Repton, Derbyshire. DE65 6GP.

Driving Licence: Provisional

3.

PERSONAL STATEMENT Personal skills: -Creativity -Ability to work well within different groups of people -Confident with independent work -Confident on ALL Adobe software -Confident using Photoshop -Strong awareness of different print styles -Strong sense of layout appropriate to task -Able to apply a concept to a brand confidently in order to suit both brand and customer

H O B B I E S + I N T E R E S T S

- Fittness - Fashion photography - Blogging - Cookery G

R

A

D

E

S

:

- A/LEVEL | achieved B,C,D during the study of English Literature, Textiles and design and ICT. - CURRENT STUDY | University of central Lancashire: Fashion brand PR and Journalism.

Personal statement: Styling, layout design and branding are all strong passions of mine and something I aspire to continue doing as part of a career. The study of the media in depth allows me a sound knowledge of both social and commerical media. I recently completed a thirteen week study report into the woman’s representation within the media, I also interviewed indie rock band Frankie and the heart strings on their take on media and the ‘microwave’ music industry. I found these two projects extremely enjoyable and rewarding.

4.

AIMS: - To increase a response to briefs - To identify and analyse consumer trends - To inscrease the use of existing knowledge THE TASK: To develop a commerical and aspirational footwear and bag collection for the Gola classics brand for a Spring/ Summer collection. All designs must be applied to an existing footwear and bag sillhouette (as supplied). The designs must be commerical and based on forecasted trends while also reinforcing the brands British herritage.

5.

6.

1.

3.

INSPIRATION POINT: When coming up with ideas for the Gola bag and trainer design the brands previous colaborations were a big inspiration point.

The Chanel trainers were another source for ideas. Image three was the most inspiring image I found, and what I based a lot of my trainer design around.

1.

7.

The tweed element of the trainer and use of pastel colours translated onto my own trainer design. The thick sole of the shoe inspired me also and again is something I put into my own design.

BRIEF BRAND HISTORY:

Following the sucess of the Gola bag 1905 - came the birth of Gola, the brand was the brand moved from sport to fashborn in Britain and has remained loyal to it’s ion from 1977 right through to 1988 Gola herritage to this day. The 1940’s marked the moves according to the fashion times. first big point in Gola history as the brand began to make boots for the English armed In the year 2000 the famous Gola classic is forces. Ten years later the brand released born. Five years later the brand celebrates in the new tagline “Gola means goals”, short- one hundreth birthday. In 2013 the brand rely after this the iconic Harrier trainer is born. turned to British production launching a heritage based ‘made in England’ collection.

In 1972 Gola spread itself across 67 countries including China, three years later the The brand is still hugely sucessful today, movGola becomes the ‘it’ fashion acessory on the ing with the times of both fashion and sport arm of any one with any said thing to carry. colaborating with brands all over the world.

PASTEL LONDONWOMANS BAG A PASTEL EXPLORATION OF LONDON THROUGH THE INFAMOUS ENGLISH HERITAGE TWEED.

NAME: JESSIE WILSON THEME: PASTEL LONDON BAG DESIGN NAME: REDFORD

This is the trend I came up with following the brief.

I was inspired by tweed and its heritage and wanted to combine it with some of the sport based Gola products in order to create something wearable for the every day. The trainer and bag design I created could be worn both for sport and fashion.

The polished look fits in with typical London living and would look great against the big white buildings and blossom tree’s dotted around the Chelsea burrough.

The main isnpiration aside was pastel colours, and the designs Chanel gave for their sports wear range in 2014.

RULE OF THREE IMAGES: are the three images I chose for my powthree images. They were sourced from pinand London fashion photography archives.

one of the colours featured in my colour pallette.

The greyish fences and dark shadows in the image inspired the grey piping in my Gola designs.

Image 1: Image one conveys the mint blue colour I wanted to convey through my trainer and bag design. The black and white tiling at the door step suggests incorporation of the tweed and heritage.

Image 3: The third image further inspired the tweed element to the trainer and bag design. This was due to the cross hatching design on the glass. The vivid, yet pastel hue of pink further depicts the still ness of the two street images included in my power of three.

These er of terest

Image 2: Image two conveys the type of setting I designed my products for, the cleaness of the buildings and clean lines were also a big inspiration when designing. The blossom tree shown in the image is

8.

WOMANS TRAINER TEMPLATE CHOICES The template I chose was ‘Samuri’, the reason I WOMANS chose this trainerTRAINER after researching up-coming

trends for spring/ summer 2016 on the trend prediction website WGSN.

THEME: PASTEL LONDON I also used this form of research to help with my colour choices and materiels.

TRAINER NAME: SAMURAI The idea behind my entire trainer and bag design was British heritage, this is why I chose the Gola logo I did. The tweed element to my trainer and

was also influenced by British heritage, Chanel and previous collaborations Gola has done in the past.

- Liberty London X Gola - Cath Kidston X Gola Adding light and dark grey finishings and thick sole helped to add a street element to the products. Although the tweed and colour choice was very delicate and feminine looking, the grey was needed to bring in a sporty edge, in-keeping with the Gola brand.

THEME: PASTEL LONDON TRAINER NAME: SAMURAI COLOUR PALLETTE : This is the colour pallette I created for both my bag and trainer design.

They are all pastel shades and inspired by the rule of three images I seclted . The dark grey tone is used for defenition on the product, helping it to stand out and adding a harsher edge to what looks incredibly delicate and feminine.

The colour pallette embodies typical London living and would look great against the big white buildings and blossom tree’s dotted around the Chelsea burrough.

9.

PHOTOGRAPHY L O O K B O O K | AIMS- To develop team working skills - To develop the use of digital photography - To communicate a visual collection

THEBRIEFRiver Island would like you to create a campaign theme to support a range, consider the awareness of *the brands existing U.S.P’s.

The brief is to create content that inspires the customer, encouraging them to engage with the brand and ultimately shop their product.

The task is to create a ‘story/ title’ for the look book. The look book should contain 6-8 images to support a campaign to be used on the River Island website plus as a send out to editors.

Accompanying this should be a supporting video max 30 seconds long for extra content. E.g. A behind the scenes style videdo, or ‘ways to wear’ video of one of the items / looks from the look book shoot. Something that brings the images and brand to life and gives the customer added value and inspiration.

10.

BRAND BACKGROUND|

BRAND BACKGROUND-

UNIQUE SELLING POINTS-

“Love fashion. Love River Island”

The brand also boast’s a number of unique selling points (USP’s) these include:

With sixty years of fashion retail under it’s belt River Island is one of the most well known and loved brands on the Great British highstreet. The brand prides itself on being able to offer the perfect store to pick up everything you need for a brand new head to toe look.

The brand also boasts 330 stores across the UK, Ireland and internationally throughout Asia, The middle east and Europe as well as the six dedicated online sites opporating in four different currencies.

11.

- Celebrity colaborations - Charity work (including celebrity) - Strong social media prescence - Close following of high fashion/ catwalk trends - The providence of quality products at a competitive price - Lavished in store experience - A range of high quality shoes and accessories

TARGET CUSTOMER:MELISSA NAME : Melissa Smith Age: 21 (Just turned) Occupation: Student | Works part time in a small clothing boutique

SOCIALMEDIA

SPENDITURE

Melissa loves socialising and uses the River Island store to source new head to toe looks. She enjoys sushi, and city living and blogs a lot of her sttyle inspiration over on either Word press or Tumblr

12.

CL

IC

I L C

2015 Autumn/Winter Lookbook 13.

K|

C

Vie w

Vie | K

LO

OK

O L w

BO

B K O

OK

O

>

>

> K O

>

>

>

FROM RIGHT : Dustercoat £50 | Ripped boyfriend jeans £38| Black court heels £34 | Black faux fur coat £75 | Gold tube necklace £18 | Watch £25|

THECOAT| 14.

THEDUSTER|

White duster coat £50 | Black body suit £15 | Ripped boyfriend jeans £35 | Gold neck piece £17 | Gold cuff £8|

15.

White duster coat | Ripped boyfriend jeans | gold neck piece|

White duster coat | Ripped boyfriend jeans | Black court heels | Gold temporary tattoos ÂŁ7 |

16.

Black faux fur coat £75 | Gold tube necklace £18 | Watch £25 | Black bralet £25 | Skinny fit ripped jeans £38 | Red court shoes £34|

theshoes| THE TRENDBREAKDO WN| The pefect trend for Autumn/ Winter 2015.

Combining a casual and classy look for wom en who like to turn heads all day and night. Blue jeans are key to this look, paired with a striking over coat and classic pair of courts, finished with gold insert jewelery or temporary tattoos.

Don’t be shy.

4.

17.

OUR MODEL W E A R S : Black faux fur coat | Black bralet | Gold tube necklace| Watch | Tightfit ripped jeans | Red court heels|

18.

19.

L O O K B O O K THOUGHT P R O C E S S : I wanted the look book to resemble the chic, simplistic style of layouts River Island usses in their own look- book shoots. Because the brand strives to offer designer looking fashion at high street prices I wanted to communicate this through a high fashion looking style of layout.

The four main factors I took into account when coming up with the look book style were as follows: - Simplicity, allowing focus to be given to the clothing. The correct use of wite space stuck to the brand ethos and prevented the over crowding of products.

- High fashion element.

- The use of innovative, beautiful venue.

- Power.

2015 Autumn/Winter Lookbook 20.

VIDEO| PFODUCTION PROCESS: We produced this video bearing in mind the cool and hip style River Island examples throughout their brand. The clothing and venue choice fitted perfectly with the brand. The trend we chose to represent through our photoshoot combined with jeans formed a great set of polished looking photographs demonstrating that you can dress up or down the brands clothing.

21.

BeSafe Live brief | AIMS: - To increase primary researching ability - To identify and analyse consumer behaviour and attitudes - To identify and analyse competitor activities and develop a POS strategy - To increase and develop a professional standard of finish ready for industry.

THE TASK: BeSafe would like to increase the brand perseption and improve the way they educate their clientelle. Currently the brand offers a large range of contraception online, BeSafe would like to build on this by empowering the consumer when making a product selection to understand the need for various contracepion.

PART 2Using the research gathered form a sales campaign for BeSafe. This should utilise the key message that has derived from your research and presented in a visual way to lead to online sales. Consider these when producing the sales campaign: - Helping the customer to understand the brand - Simplyfying their selection process - Encouraging the sales of another type of product.

22.

Market research:

-BeSafe currently sells five different variations of condoms. The condoms come in different colours and flavours with different tag lines on each of the five condom boxes.

- The brand also sells a hand clenser/ sanitiser which comes as an additional option when purchasing.

- The brand is NOT active on social media sites besides Twitter, on this the brand shares product reviews and offers for their products.

- The brand is quite online, a big mistake considering that its primary customer is online for a large proportion of their day.

-The STI patient charter rose by 100,000 cases in 2005- 2009.

-45% of girls are now using the pill as their primary source of sexual wellbeing meaning that they are NOT protected from STI’s -Intra urine products and barrier products are predicted to grow steadily by 17.2% and 9% -Keynote predict that between 2013 and 2017 the total market for contraception will grow by 14.1%

-75% of men said that condoms made them feel un-cool and they prefered not to use them.

- 65% of people said that they are most likely to buy from an established condom brand.

- Most people now get their condoms from a doctors or GUM clinic - Despite this people said that they would consider buying their own condoms if the brand was trust worthy and clever with its advertising

-After sexual health clinics most people source their condoms from the drug store BOOTS. - Not many people know that condoms are the only device that protects from STI’s.

- In my focus group only 26% of people considered their knowledge on sexually transmitted infections to be good.

- 54% of men are embaressed to buy condoms.

- Young people only use condoms 50% of the time.

23.

Research findings: What we wanted to achieve through our research:

What do you look for in a condom brand?

Over 60% of people said that they are influenced by the establishment of a brand when buying condoms from them.

d ishe

bl esta n A d bran

- Discover a space in the sexual health market - Come up with an advertissement our target customer was sure to respond positively too.

- Discover which STI’s are not regarded as serious by Besafe’s current audience.

us oro m Hu ver ad / cle sing i vert

- To find a competitor (or the closest thing to)

Just over 20% of people that took the survey said that the humour and advertising style of a brand infuences their condom purchases.

Where do you buy condoms from?

TS BOO

er Sup

kets mar

C Gum

c

lini

-Keynote predict that between 2013 and 2017 the total market for contraception will grow by 14.1%

-Keynote predict that between 2013 and 2017 the total market for contraception will grow by 14.1%

Through both our primary and secondary research it was apparent that a lot of pressure was put on females to prevent pregnancy and any spread of sexual infections. Our new advertisement targets a male audience

Competitors: Despite the brand retailing something that is commonly used in everyday life they currently have no clear competitors. Big contenders in the sexual health clinic currently involve: - The NHS / GUM clinics - DUREX (According to our research) The new idea for the brand will place the brand inbetween the two, the NHS element to the new campaign will teach young people about STI’s and how the pill is not an effective method of sexual well being on its own. The dark humour element and clever style of promotion will link to the DUREX brand, which was the most recognised duing our primary and secondary research.

We will use font in keeping with the brands website, and logo so as to begin building a strong brand ethos. The new campaign ideally would also spill onto social media sites such as Facebook, Twitter and Youtube.

The colours used in our campaign will be fun, with a clinical twist. It is really important for us to convey the safety element to condoms, preventing the spread of horrible infections and deter away from the idea of condoms being embarassing and not for ‘real men’.

24.

Ideas Process: 45% of girls are us-

ing the pill as their only precaution during sex.

De- Glamourise the pill and its stigma of protecting against everything sex related.

Despite the brand being present on Twitter already and sharing each and every review to their feed it is important for the brand to branch furthur into the social media circle in order to reach their prime customer 24/7. The products can be bought on amazon and using NUS through both of the website but there are no calls to actions through social media chanels. This is playing a big disadvantage to the brand as not only is social media a great way to reach customers all hours of the day, but is a free platform to raise awareness of a brand. With this new camapaign we hope to spread furthur onto social media sites such as youtube and Facebook as our secondary research showed that they were the two most sucessful traffic sources for selling sex related products.

25.

There is no advertising online to tell people the pill doesn’t protect from STI’s.

26%

Only of people said that they would consider their STI knowledge as good.

Came up with an advert that both educated young people on the importance of STI awareness and the fact that the pill only protects against unplanned pregnancy and NOT sexually transmitted infections.

Final outcome:

26.