HARVEY, SAMANTHA. Creative Networks FASH10106 FASHION COMMUNICATION & PROMOTION
CONTENTS. Advert Analysis Fragrance Trend Report Graphic Breifing Team Concept Presentation Team Launch Presentation Brand Promotion Plan Visual Merchandising Nottingham Indie Fashion Week Online Presence
ADVERT ANALYSIS.
For my fragrance advert analysis brief I decided to critically analyse ‘Wode’ by Boudicca. This London based, design duo exude purely artistic expressions, respected for its integrity, depth of design and attention to detail. I choose Boudicca’s graffiti style, death scene because I have a tendency to steer towards the more abstract and unusual, therefore their beautiful executions were no exception. I created this extract with inspiration from ‘TANK’ magazine because I felt they have a tendency to illustrate more stimulating and curious pieces. From this I wanted to experiment with lessconventional design layouts, therefore pushing myself to construct a more edgy and cotemporary piece.
ADVERT ANALYSIS.
ADVERT ANALYSIS.
‘Aroma Unfolded’ presents and categorises modern day trends within fragrance advertising. Trends are value to the future. Therefore within the future, perfume has the ability to encapsulate a human beings ever expanding wants, needs and desires. I created this to become more selfaware of the fragrance industry, equally notifying myself of modern idea’s that may soon affect other industry aspects. Throughout my work I have a tendency to conform to a monochrome style, however pushing personal boundaries I developed a pastel colour palette and focussed on image and text placement that are visually suitable, yet engaging. From this I gained overwhelming verbal formative feedback from fellow peers, achieving a high 1st grade and top of the class marks.
FRAGRANCE TREND REPORT.
TREND REPORT.
TREND REPORT.
Collaborating with Graphic Design students brought new inspiration to me and our team brand ‘Roots Origins’. We created a section each within a booklet to illustrate our initial ideas for bottle and packaging designs, my personal pages being demonstrated in the following, however to see the full extract follow this link http://issuu.com/samanthaharvey1995. This allowed us to communicate our timeless and vintage appeal, with wooden and glass aesthetics. Creating a booklet as a team felt personally challenging to me, due to design being an area of interest, to compromise upon a style layout and design felt problematic. However, from this experience I’ve learnt to challenge, but consider other perspectives, resulting in a positive, team effort outcome. Successfully, I was pleased with the Graphic Design product, building towards a more rounded brand vision and identity.
GRAPHIC BREIFING.
This carefully selected presentation highlights the favoured pages within our team concept brief, illustrating our heavy industry and consumer research. Our aim from this research was to be able to fulfil a gap in the market, therefore we mainly focused upon primary and secondary industry research, identifying macro and micro trends within the fragrance industry. Reflecting back, this is the beginning stages of brand ‘Roots Origins’ and overall I’m thrilled with how much myself, and my group, have progressed, not only academically, but visually.
TEAM CONCEPT.
TEAM CONCEPT.
This presentation was the initial birth of men’s fragrance brand ‘Roots Origins’. Myself and my group collaborated our idea’s to develop our brand launch presentation, too which was delivered a great success. We created this piece to illustrate who we are as a brand and the positive outcomes we have to offer to the male fragrance market. From this experience we were able to fully define the brand to ourselves, furthermore to craft a face that our consumers can relate towards. Overall, I felt we worked well as a team, although some members I feel didn’t contribute as much as others, we pulled together to create something I’m extremely proud of, this especially being reinforced when we won the award for ‘Best Print Advert’.
BRAND LAUNCH PRESENTATION.
BRAND LAUNCH.
PROMOTION PLAN.
After extensive amounts of team work, I was thrilled to be able to write and design my own promotion plan for our brand ‘Roots Origins’. This carefully crafted booklet enlightens consumers on our next 6-month promotional plans, constructed by deep analysis of our typical consumers habits and habitat. Through extensive research of related events, I was able to deconstruct each aspect and identify how and why ‘Roots Origins’ would be a positive connection to each promotional activity. This project allowed me to experiment further with layout and practise my Indesign skills, taking inspiration from popular, contemporary magazine ‘Cereal’. Furthermore, exceeding my printer comfort zone by crafting this piece at ‘Print Quarters’. I selected stapled bound and recycled paper as this I feel reflects the brand essence of culture and environment, whilst the grainy tree-like effect illustrates the brands wooden image. Having selected some key initial pages, to view the full promotion plan please follow this link http://issuu.com/samanthaharvey1995
PROMOTION PLAN.
VISUAL MERCHANDISING.
Recently I have decided to undertake voluntary work at Vintage Store Sue Ryder, The Lace Market. Attending on a weekly basis working as a visual merchandiser, this has allowed me to broaden my skills and gain new creative perspectives. Having never done this before, I’ve never quite felt so in my element at work. I was being thrown at with spaces that needed to be filled, magically in a way that would promote and enhance sales. I decided to embark on this as it allows me to escape from other work and hands on create almost physical mood boards, experimenting with colour palettes and textures. Equally I can test and vary my own dress sense, trialling new trends and future predictions.
GOLDEN MUSTARD. Taking a modern twist upon the aging ancient golden platters, this centred display was quite the success. Drawing in several consumers, this piece was centred around a snake-skin twopiece shirt dress, surrounded by a vintage dis-coloured beige’s and mustard yellows. I began to experiment with height and dimensions, layering dated books upon antique plates deterred the typical focal point causing greater attention to each piece.
FEELING BLUE. My experience with Sue Ryder is becoming increasigly invaluable, beginning to teach me the tricks of the trade, utilising one key item and building upon it. Keeping it minimal in such a busy vintage shop is vital to portray the right message and maximise sales. It allows the customer to visually identify each item, considering it’s purchase. Tucking tags away keep it clean looking, however it encourages consumers to pick up the piece in search for a price, to which theory’s suggests handling a product graters the chance of it being purchased. This particular piece was just a small scene created in the corner of a stand. However quite often, it’s the little things that count.
NOSTALGIC NINTIES. When history repeats itself. This tongue and cheek era is out and back, rearing to go. Having been given a space in men’s to reinvent and revive, there’s nothing more refreshing than a kick-ass, 90’s retro kid to deconstruct into a scene. The men’s department was looking slightly worn with beiges and browns from winter, therefore a spring restoration recovered the up and coming summer vibes. We decided to use denim as our key focal point, placed upside down to deter from the typical, then built around with pops of red and yellow to visually engage the consumer, this being derived from the popular ‘Viz’ and ‘Beano’ fans. A vintage disposable and Polaroid camera allowed us to capture the lifestyle that we typically grew up around. Nostalgia at it’s best.
TIME FLYING. This piece was the first of many, therefore we wanted to select colours and pieces that I was initally comfortable with and would wear personally. This display almost mimics ‘Time Flying’. It represented a vintage flight attendant/captain with a slightly non conventional Moroccan twist. Using deep mahogany colours, fused with a military, emerald green illustrated a timeless scene that all vintage lovers can fly and delve into. With the desire to travel and wanderlust on the up-rise, this scene takes you into another dimension.
PATENT GARDEN. This piece I feel reflects patent in all its glory, surrounded by a visual contrast of a striking flower garden. The bleached yellow palette accompanies the pastel highlights of cotton material, creating an alluring dimension and mesmerising visual. The dated, sun-kissed green comfortably supports the scene, acting as grass around a garden. This extract was taken by inspiration from key focal point ‘A Child’s garden of Verses’, illustrating the poetic vide and rhythmical taste.
Recently I volunteered as a dresser to help out with Nottingham Indie Fashion Week, with great emphasis on Gothic bridal wear through their Midsummer Nights Dream theme. Anything different and unique like this has my name written all over it, because I always feel the most weird, atmospheric situations are the most interesting and intriguing. All based within this beautiful church, centered within Nottingham Lace Market, the catwalk ran under pinprick streams of light through stain glass windows, highlighting the endless amounts of beautiful fabrics and pieces from designers such as Eternal Spirits, Gaurden, Angela Vickers, Harriett Kjellman and many more.
NOTT’S INDIE FASHION WEEK.
Volunteering as a dresser for models Zorcha and Roxanne, this experience was invaluable. Dressing them in a selection of beautiful outfits, the rush of adrenaline as the show began soon halted when I was fazed with Angela Vickers Wedding Dresses. Exquisite and expensive in detail, the responsibility of getting this on without ruining their hair and makeup, on top of styling it perfectly was rather tension building. Although I must say, they were the most rewarding and beautiful to watch. I’m very grateful for the experience, however it did open my eyes to a serious matter that never goes unspoken of, but only in the wider world. One of my models was degraded in public for being a size 12 by one of the designers. Unnamed, as a dresser I felt in shock and out-of-control that I had to act professional about her saying ‘she’s too big’. Later on she came off the catwalk after wearing a beautiful corset that was squeezed onto her, with red, watery eyes she stated a male member of the audience shouted ‘How did her fat arse fit in that?’ With disgrace she asked me to take a photo of her and later stated ‘I’m going to send this to my mum, she’ll think I look pretty.’ Horrified by the situation I felt I delt with it professionally, supporting the model and fulfilling the motherly figure they felt they needed. This voluntary work was extremely rewarding, and overwhelming having been told by the models that I made the experience most barable and supporting for them. Not only have I gained valuable insights and perspectives from this industry experience but I have networked and become involved proactivitly.
Blog // http://mavunomtindo.tumblr.com/ Issuu // http://issuu.com/samanthaharvey1995 Pinterest // https://uk.pinterest.com/harvey3290/ All images throughout were either taken by myself throughout the projects or developed through a personal LookBook project by myself and Emily Drinkeld. Personally practising our photography/ styling/location exploration/post-production.
ONLINE PRESENCE.
ONLINE PRESENCE.
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