VOL.10 #LOOKBOOK
CONTENTS Executive summary Competitive situation Brand position graph Competitive matrix S.W.O.T Social media Consumer analysis Brand analysis Essence Action and implementation plan Location 4P’s Casting Music Mock ups Appendix Bibliography
E X E C U T I V E S U M M A R Y
My aim is to create a moving look book for the niche brand, House of Sunny. The brand currently hasn’t got any video content but they do have a strong photographic base with lots of stills from lookbooks to social media posts. This left me with the freedom of creating the first fashion film for the brand. As a natural development from the brands existing content, a lookbook seems to be the best choice of film for House Of Sunny. House Of Sunny is a niche London based brand founded in 2011 by Sunny. Producing two seasons each year, the close-nit team of twelve generated the brand from £30, essentially starting from nothing to creating a successful fashion brand with a clearly identified consumer base. The brand sets itself apart from its competitors by using a new & exclusive hand- kitted water resistant jersey. Yes a water resistant jumper! “The brand swayed away from investors and started everything independently, by starting with £30 and no budget”
The objective of the project is to produce a 1-2 minute moving lookbook. It must be reflective of the brands current clean, organic style. By creating a moving lookbook it is a defined progression from static imagery, rather than making a story led film for a niche brand that are yet to produce video content as the options are so broad. As the brand is yet to make their own film, I have taken to their Instagram, lookbooks and Pinterest boards for inspiration. While also taking into consideration what their competitors have produced to see what is working and what has/hasn’t been done.
C O M P E T I T I V E S I T U A T I O N
HIGH PRICE MAISON MARGIELA
WHISTLES
CELINE
APIECEAPART
& OTHER STORIES COS URBAN OUTFITTERS
HOUSE OF SUNNY
AMERICAN APPAREL TOPSHOP BOUTIQUE
ASOS WHITE CLASSIC ESSENTIALS
MONKI
LAVISH ALICE TRENDS ZARA TOPSHOP H&M
ASOS
NEW LOOK MISS GUIDED
LOW PRICE
BRAND POSITION GRAPH
C o m p e t i t i v e m a t r i x
HOUSE OF SUNNY
ASOS WHITE
MONKI
8 - High end niche
5- Cheaper but affordable
PRODUCT
3- Tops, trousers & outerwear
10- Everything from foot- 10- Mainly clothing, do sell wear to accessories accessories & home/gifts
PROMOTION
6- Social media & press
2- Via ASOS & Instagram 7- Social media, press & advertisements
LOCATION
3- Online only
2- Oline only at ASOS
9- Worldwide, shops & online
AESTHETIC
9- Clean, classic essentials
8- Clean, basics with a selection of colour & edgier staples
7- Basics, clean with print, following the latest trends
GENDER
Female
Female
Female but introducing a menswear line
AGE RANGE
20’s-30’s
PRICE
16+
6- Mid-price but still affordable
20-40
4- HOS, ASOS & selected stores
1- ASOS
6- ASOS, Monki
LIFESTYLE
8- Lifestyle brand
4- Returning, loyal customers
5- More of a label
QUALITY
7-Good-High quality
5-Mid-Good quality
8-Good-High quality
STOCK
The aesthetic of all three competitive brands are very comparable, House Of Sunny is loyal to its classic, clean essentials while ASOS White introduce edgy, colourful staples, whilst Monki is a trend influenced brand using prints and flamboyant designs. HOS and Monki are similar with their silhouettes and oversized appearance. The quality expected from each brand is evidently good to high end, from the price range of ASOS White an affordable brand the quality offered is average-good. Monki is situated as a mid market brand offering good quality pieces while still being an affordable label. As a high-end niche brand House Of Sunny offers good-high end quality, being a lifestyle brand this is important to gain a successful and loyal following. All three brands are primarily online based, all offering worldwide shipping. House Of Sunny hosts one off pop up events with selected stock in staple stores, Monki however does have its own stores in 13 countries. The product stock list House Of Sunny ranges from tops, trousers and outerwear for women, however the website indicates a future line of accessories. ASOS White sells everything from clothing, footwear to accessories. ASOS targets both men and women, yet ASOS White only targets a female audience. Monki is female-based brand selling clothing, accessories and home gifts, as part of the brands growth they are expanding their clothing line by introducing ‘Monki Men’, which will be featured in pop up stores.
S . W . O . T A N A Y L I S I S
HOUSE M ASOS
O
OF N
SUNNY K
I
WHITE
Strengths
Weaknesses
-The brand has over 50 stockists worldwide and delivers to over 55 countries all over the EU plus North America and Asia
-Only designs and sells women swear, losing potential customers who are interested in menswear
-Sourced and designed in the UK with a focus on quality and craft
- Sell online only apart from concessions in selected stores
-
- Sizing is between XS 6 - L 12, this excludes women of larger sizes
Accessible/
- Good such as
affordable
prices
reviews from magazines Elle, Red and Glamour
- Asos stocks and sells products, introducing a new target audience Strong instagram over 85k followers on
following, instagram
-Oxford Circus Concession’s department.
Opportunity
T h r e a t
- As a niche brand there will be the opportunity for collaborations with other brands
- Competitors with a loyal following -
-Celebrity
-Competitors who have already made a name for itself
endorsements
-Expand to own stores in England and the EU, then worldwide. -Expand to ries, menswear
and
accessoshoes
- Drop in followers on social media - Lack of publicity e.g. advertisements - Limited customers, only attracts women of a certain age, style and income
S t r e n g t h
W e a k n e s s e s
- Expected to achieve an increase in market share by 10% as well as an increase in the number of unique visitors to monki.com by 40%.young female in the age between 16-27.
- Website hasn’t got much information e.g. about the brand
-Sell
and
ship
worldwide
-Blog and strong social media with their own hash tags, keeping their customers involved in the brand -Sell home and ries and themes Celebrity -Collaborations
- Only sell women’s-wear, limiting their audience and profit by not selling men’s-wear -Doesnt follow anyone on social media such as, Instagram Not engaging with their customers.
gifts, accessoe.g. Halloween endorsements
e.g.
Lynnie
Zulu
- Launch parties, building contacts and potential clients e.g. celebrities Up to date on trends -
Good
reputation
-
Basic
-
Deals such as student discount
and
quirky
O p p o r t u n i t y Future collaborations Branch out into men’s-wear More stores worldwide, currently 12 -
Branch
out
into
men’s-wear
T
h
r
e
Competitors Asos, Urban -
New
up
Unsuccessful
a
t
e.g.
H&M, Outfitters
coming
brands
trend
sales
- Constantly changing product due to trend changes an predictions, may have a lost of waste
S t r e n g h t s
Weaknesses
- The brand itself sells over 80,000 branded and own -branding.
-
-
UK,
US,
-
Europe
and
China
Mobile
Online
only
-The free shipping service provided by ASOS costs the company 100 million pounds on an annual basis.
app - Asos white is for women's-wear only
-
Free
next
Good
day
delivery
returns
policy
- Website is very clear and easy to navigate -
Appeals
to
all
age
groups
Competitiors are all in the same place on the website - Wouldnt automatically know about Asos White , due to where is it on the drop down bar
- Basic staple pieces with a stylish edge -
Very Student
affordable
discounts
and
offers
- The brand has a variety of product categories, including men’s and women’s clothing, accessories, and footwear as well as makeup.
O p p o r t u n i t y
T
-ASOS ty card
- Might turn to brands that sell only products (basics) instead to going onto Asos.com and being overwhelmed by the variety.
reward that is launching
loyalsoon
-Publicity/ advertisment via magazines, celebrity endorsements and adverts -Future collaborations with higher end brands -
S
t
o
r
e
h
r
e
a
t
- Some poeple dont like shopping online, there is no other option - As the website sells over 80,000 products, customers might be more likely to look at other brands
S O C I A L M E D I A
Comparing the main two competitors Monki and Asos White via social media, website and product style it is clear to see how each brand has their own individual quirks that make their brand the success that it is. Social media wise Monki is the most similar to HOS, they both share similar posts with mirroring poses, locations and outfits. ASOS White along with Monki has film content on their social media in the form of boomerangs, behind the scenes and product content. All three brands use similar backdrops such as brick walls and street locations, whilst including company meetings and previews enticing their customer base. In terms of website and aesthetic Asos White and HOS both aim for a clean look, targeting customers who search for basics with an edge. It is simple to use with all drop boxes labeled and clear to see/ read. However Monki is more colourful and busy making it less inviting for customers. An interactive concept that Monki has used on their website is a meet the team page, here the customer can see who is designing the clothes or what photographers the brand has collaborated with. Arvida BystrÜm, one of the few photographers from Groovy Nickz aka Nicki, a singer who the brand has collaborated with for their latest campaign and Caroline Carlryd the head of design. House Of Sunny use a range of photographers from students to professionals, as a niche brand this is a great way to save money until they reach a point of exposure while helping upcoming photographers. The photographers and models are tagged in Instagram posts, something that an established brand wouldn’t do.
C O N S U M E R A N A L Y S I S
Who is the House Of Sunny girl... “The House of Sunny girl is selective. She knows exactly what colour palette she wants, the materials she likes, the cuts that suit her and more than anything she knows the lifestyle that she wants. House of Sunny is more than just a brand, it’s a pure lifestyle that girls of all ages and all continents can achieve.”
My interpretation of a HOS girl - A House Of Sunny girl is particular; selecting only what she knows and loves. She is aware of what shape, cut and colour is right for her; above anything she is very conscious of her lifestyle. House of sunny isn’t just a label, it is a lifestyle that women of all ages and defined aesthetic. On average the House Of Sunny girl would be demographically classed as; aged between 20 and 35, a well educated female who works in the city, with a creative job. Psychographic variables comprise of her shopping habits, buying brands such as Monki, Asos, Cos and Whistles. She likes to keep it simple with nude tones and black ensembles. She loves using Instagram, Facebook and Snapchat, staying on top of the newest trends. Some bloggers and instagrammers the consumer would identify with include Tar Mar, Samantha Maria and Alicia Roddy. Aspirational brands such as CÊline, Apieceapart and Maison Margilea concede with the consumer.
B R A N D A N A L Y S I S
The overall look of the brand it is evident to notice, effortlessly clean, minimalistic and chic. In order to replicate this look I will use the brands own clothing, while adding in a few complimentary items from some of their competitors that match the overall look. On average House of Sunny’s price points of clothing starts from £23-£200, the price point range from £23-£55 for tops and dresses and coats ranging from £110-£200. House Of Sunny would fit into middle to high-end brand. “House of Sunny strives to create independent and affordable essentials for everyday wear with a point of difference. Our heart and soul, extensive research and material knowledge help us create perfect staple fashion.”
House of Sunny has the ability to design independent trademark pieces whilst offering accessible prices to the world. When I received the clothing from Hos, everything seemed very chic and superior, the nude colours make you over-protective of keeping everything clean and perfect. The essence was as though the clothing was a high-end designer brand. House Of Sunny’s tone of voice mirrors that of its style; they are informative yet direct offering simple explanatory language. Unlike some brands that try to engage customers with their flare and witty language, HOS don’t try to win over their consumers as their products speak for themselves. Their elegance and minimal characteristics follow through to their social media and website descriptions.
C L E A N S E
E
S
S
E
N
C
Everyday pieces are essential! The three key items you need are cigarette trousers, oversized canteen tee and Sahara jacket. Client benefits are as followed quality, everyday items that can be styled, affordable and organic.
E
A C T I O N & I M P L E M E N TAT I O N P L A N
Although I am making a look book, it will be used as a campaign to engage consumers and potential customers to the brand. Show casing the new seasons releases. For the project I have sought out the help of film students, an MUA student and a model. Coincidently one of the film students has worked for the brand as a photographer for their Instagram. I was put in contact with the brand in regards to loaning clothing, however as there is a 14-week stock list it wouldn’t be possible for me to do this. Being in contact with House Of Sunny was exciting, they really impressed with how helpful and enthusiastic they were about helping me. My main inspiration for poses, lighting and props was from Pinterest. It was here where I collected a range of image inspiration of existing photo-shoots, sourced from my brands account and competitors as well as selected resources via the search engine. In terms of styling I tried to mirror what brand has already done by gathering inspiration on their Instagram account and lookbook available on their website. Norwegian photographer and fellow AUB student Oda Beide helped influence the tone of the shoot. After watching some of her films the tranquil, minimal vibe of her work had an impact on the feel I want my film to have. I am planning on having white lines across my model face as one of the make up looks, this fits in with a previous shoot the brand has done but also creates something quite interesting with the shadows and angles that I want to include.
L O C A T I O N
My ideas behind the location are reflective of the brands social media images, as the majority are set on the street or in front of brick walls with road markings visible or in front of an industrial building. I thought that this would be the ideal setting for a proportion of the film, while the other half is set in a studio environment with a clean, white backdrop. This comes from the overall sense of the brands minimalist, muted essence. A few thoughts I have had in terms of locations was a block of flats across from Southampton station, director Vanessa Sumra suggested this as a possible setting as she felt that I should use road marking e.g. white lines as a concept behind the film. Another idea that I thought of was the open-air cinema, by Bournemouth beach; it is an open, large area with brick walls and palm trees. Another was on campus in front of the industrial studios, for the final shoot I will use a studio, as it was always the key location I had in mind for the shoot. I plan to have a white backdrop and bright lighting with some elements of shadows. Upon researching for the ‘street’ scenes I went with pre selected locations around my uni campus, as the architecture is modern, with ideal backdrops. This ended up being really useful as we could run from the studio to the prearranged areas quickly and easily. The chosen locations were, outside the industrial drawing studio as it has a metallic exterior, when we shot the lookbook the lighting was perfect! Another was the steel spiral staircase again it has the industrial element, and the final location was in the car park in front of a rust coloured fence, it was here where I managed to incorporate the idea of road markings. There were a few spur of the moment shots around campus however they weren’t as successful and the planned shots.
THE
4
P’S
Product
Place
The collections are sourced and designed in the UK with a strong emphasis on quality and craft. They offer staple pieces that can transition between seasons, using fabrics that last against wear and washes. As an independent online women’s-wear brand focused on staples designing super sized basics with a clean, flawless, minimalistic aesthetic and silhouettes cut precisely for everyday wear.
Promotion
Price
Social media Instagram, Facebook, ter, Pinterest and
TwitPolyvore.
N
e
t
e
r
C
o
o
n
s
w n
s c
l e
e s
t s
All House of Sunny garments and accessories are produced exclusively in Europe and are sourced and designed in London. There are over 50 stockists worldwide and delivers to over 55 countries all over the EU plus North America and Asia. By using social media such as, Facebook, Twitter, Instagram, Pinterest and our newsletter allows for the brand to connect with their audience internationally. The brand has small concessions in stores worldwide. With representatives in the UK such as Asos, Asos marketplace and Studio- Twenty One.
i
Features in magazines such as, Elle
Dresses and tops range between £23-£55. Jumpers from £44-£75 Trousers are £49-£60 and coats range from £110-£200. I would range House Of Sunny as middle to high-end brand.
C
A
S
T
I
N
G
My model choice is reflective of the brands current model look. Someone who is naturally pretty, with long hair and a slender figure. The brand states that a House Of Sunny girl is “women of all ages and continents�. Their current Instagram they have closely stuck to this by using a range of women of different ethnicities, although the models all seem to be in the same age bracket. I wanted to use a girl who is naturally photogenic and is confident, I was put in contact was a girl called Amelia Taylor who I ended up using for the film. She was perfect at following and copying the directions I requested, she also fitted the ideal look being tall, slender with long hair and naturally pretty.
HOS MODEL
MY MODEL
M U S I C
As previously stated the overall tone of the film should be serene and easy going, therefore I needed music that would influence this. I began by looking through Spotify and Sound Cloud playlists, as well as looking through YouTube lookbooks. After contemplating a few music choices my mind was made up after listening to Hold me by Olmos, this was sourced via Sound Cloud.
A D V E R T I S M E N T M O C K U P S
I tried to keep my advertisement mock ups in tone with the brand. I used two main websites from which I could download free vector and PSD files; I went for the ads that I could imagine seeing the brand advertised on. I chose a double decker bus as one, as I felt that as a London based brand this could attract good advertisement. I also went for a billboard situated in what looks like a clean and classy area, this is where I can see a HOS girl strutting down the street. As for my social media and website mock ups I took a screen shot of the website and Instagram account, from here I placed it into the PSD file and then placed my images over the top. Again staying in tune with the brands essence I chose images that I thought would blend in.
A
P
P
E
N
D
I
X
Close up shot, half of face covered by leaves and other side has the white makeup with shadows.
Coat hanging from the shoulder, full body shot of the back. (Open back top)
Closing shot looking over her shoulder, with the cool white make up.
Outside shots include road markings.
Close up shot, half of face covered by leaves and other side has the white makeup with shadows.
Coat hanging from the shoulder, full body shot of the back. (Open back top)
Closing shot looking over her shoulder, with the cool white make up.
Outside shots include road markings.
STORYBOARD
Poses
MOODBOARDS
BIBLIOGRAPHY
B
i
b
l
i
o
g
r
a
p
h
y
2016, D.M. (2016) Disorder magazine. Available at: http:// www.disordermagazine.com/fashion/inter views-fashion/house-of-sunny (Accessed: 22 November 2016). ALVY
(2016)
SoundCloud.
Duffy, L. (2015) An interview with: House of sunny. Available at: http://www. fabuleia.com/post/house-of-sunny-interview (Accessed: 22 November 2016). Dyalla
(2016)
SoundCloud.
Fashion film (no date) Available at: com/rdiable/fashion-film/ (Accessed: 22
https://uk.pinterest. November 2016).
hercupsoftea, ~ (2015) Sunny welcomes us to his house ! Available at: https://hercupsoftea.wordpress.com/2015/04/25/sunny-welcomes-us-to-his-house/ (Accessed: 22 November 2016). HOME (no date) Available ny.co.uk/the-label (Accessed:
at: 22
http://www.houseofsunNovember 2016).
House of sunny (no date) Available at: https://www.notjustalabel.com/designer/house-sunny (Accessed: 22 November 2016). Johnstone, L. (2015) Interview: House of sunny. Available at: http://nakedfashions.com/blog/2015/8/29/interview-house-of-sunny (Accessed: 22 November 2016). Odabeide photography (2015) odabeide.com (Accessed: 22
Available at: November
http:// 2016).
Ronin (2016) Danelle - chairs (Ronin Remix) by Ronin SoundCloud. smith, marissa (2016) House of sunny takes us to A lovely, Unisex future. Available at: http://www.nylon.com/articles/ cult-worthy-house-of-sunny (Accessed: 22 November 2016). Vita, D. (2015) Sunny welcomes as at his house. Available at: http://dolcevitalondonlife.blogspot.co.uk/2015/03/sunny-welcomes-as-at-his-house.html (Accessed: 22 November 2016). h t t p s : / / s o u n d c l o u d . c o m / l o r d l a n d 7 7
Citations,
Quotes
&
Annotations
2016, D.M. (2016) Disorder magazine. Available at: http:// www.disordermagazine.com/fashion/interviews-fashion/house-of-sunny (Accessed: 22 November 2016). (2016, 2016 ) ALVY (2016) SoundCloud. (ALVY, 2016) Duffy, L. (2015) An interview with: House of sunny. Available at: http://www.fabuleia.com/post/ house-of-sunny-interview (Accessed: 22 November 2016) . (Duffy, 2015) Dyalla (2016) SoundCloud. (Dyalla, 2016) Fashion film (no date) Available at: https://uk.pinterest. com/rdiable/fashion-film/ (Accessed: 22 November 2016). (Fashion film, no date) hercupsoftea, ~ (2015) Sunny welcomes us to his house ! Available at: https://hercupsoftea.wordp r e s s . c o m / 2 0 1 5 / 0 4 / 2 5 /s u n n y - w e l c o m e s - u s to-his-house/ (Accessed: 22 November 2016). (hercupsoftea, 2015)
HOME (no date) Available at: http://www.houseofsunny.co.uk/the-label (Accessed: 22 November 2016). (HOME, no date) "“House of Sunny strives to create independent and affordable essentials for everyday wear with a point of difference. Our heart and soul, extensive research and material knowledge help us create perfect staple fashion.”" (HOME, no date) House of sunny (no date) Available at: https://www.notjustalabel.com/designer/house-sunny (Accessed: 22 November 2016). (House of sunny, no date) Johnstone, L. (2015) Interview: House of sunny. Available at: http://nakedfashions.com/blog/2015/8/29/interview-house-of-sunny (Accessed: 22 November 2016). (Johnstone, 2015) "“The House of Sunny girl is selective. She knows exactly what colour palette she wants, the materials she likes, the cuts that suit her and more than anything she knows the lifestyle that she wants. House of Sunny is more than just a brand, it’s a pure lifestyle that girls of all ages and all continents can achieve.”" (Johnstone, 2015) "“The brand swayed away from investors and started everything independently, by starting with £30 and no budget”" (Johnstone, 2015) Odabeide photography (2015) Available at: odabeide.com (Accessed: 22 November (Odabeide photography,
http:// 2016). 2015)
Ronin (2016) Danelle - chairs (Ronin Remix) by Ronin SoundCloud. (Ronin, 2016) smith, marissa (2016) House of sunny takes us to A lovely, Unisex future. Available at: http:// w w w . n y l o n . c o m /a r t i c l e s /c u l t - w o r t h y - h o u s e of-sunny (Accessed: 22 November 2016). (smith, 2016) Vita, D. (2015) Sunny welcomes as at his house. Available at: http://dolcevitalondonlife.blogspot.co.uk/2015/03/sunny-welcomes-as-at-his-house.html (Accessed: 22 November 2016). (Vita, 2015)