Unit 1
1910 1900
1920
1930
1950 1940
1960
1970
1980
2000 & Now 2016 1990
Barbour is a brand that is inspired by the British heritage of the countryside and hunting ‘sport’. “in whichever area the company now operates, it remains true to its core values as a family business which espouses the unique values of the British Countryside and brings the qualities of wit, grit and glamour to its beautifully functional clothing.” (Barbour.com, 2016) As you can see by the images, the brand looks on everything ‘core British’, the sophisticated, high-class appearance for both men and women. This brand targets the older audience between 25-50 years and is more aimed at the higher class of people due to the roots that this originates from.
You can see that their adverts and look books created have a very British feel to them and the use of Land-Rovers which is a country vehicle and animals they use like the Cavalier dog and Hawk are both associated with the British culture.
“The late 1960s were the exact opposite. Bright, swirling colors. Psychedelic, tie-dye shirts and long hair and beards were commonplace. Woman wore unbelievably short skirts and men wore tunics and capes. The foray into fantasy would not have been believed by people just a decade earlier. It’s almost like the 1950s bottled everyone up so much that the late 1960s exploded like an old pressure cooker. Women were showing more skinthan ever before.” ("Fashion In The 1960S: Clothing Styles, Trends, Pictures & History") “The clothes of French designers like Balenciaga and Dior represented sophisticated elegance and were worn by women in high society. Public figures like Jacquie Kennedy began to favour less formal items such as shorter skirts. Fewer people now wore accessories like hats and gloves. Another important Continental influence was Italian design, which from the mid-1950s had inspired a smart, sleek look particularly in menswear. Mods in Britain insisted on tailor-made attire, choosing materials and cut for maximum impact. As this younger generation began to develop a distinct style of dress, demand grew for less traditional, more affordable outfits. The exclusive attitude of the couture houses seemed dated.” ("History Of 1960S Fashion And Textiles - Victoria And Albert Museum")
SPACE AGE SUBCULTURE
HIPPIE SUBCULTURE This subculture was well known for its ‘peace&love’ motto. They represented the more chilled out, laidback, style which consisted of loose clothing, bell sleeves, sandals, flared trousers, long wavy hair. The late 1960s produced a style categorized of people who promoted sexual liberation and favored a type of politics reflecting "peace, love and freedom".[citation needed] Ponchos, moccasins, love beads, peace signs, medallion necklaces, chain belts, polka dot-printed fabrics, and long, puffed "bubble" sleeves were additional trends in the late 1960s.” ("Fashion In The 1960S: Clothing Styles, Trends, Pictures & History")
This era was the era of synthetic fabrics being used for garments. Because of World War|| there was a shortage of natural fabrics and synthetic fabrics seemed a lot more convenient due to them being cheap, easy to dry etc. The fibres that were in these fabrics then allowed for the garments to have plastic, structured effect which was a influence on the style of the ‘space age’. This was also a development of the mini-skirt that Mary Quant introduced to fashion.
”In spring 1964, French designer André Courrèges introduced the "space look", with trouser suits, white boots, goggles, and box-shaped dresses whose skirts soared three inches above the knee. The go-go boots were one of the items that presented in the collection, and became one of the must-have item for go-go girls during the sixties.[12] These were mainly designed in fluorescent colors and shiny fabrics such as PVC and sequins.” ("Fashion In The 1960S: Clothing Styles, Trends, Pictures & History")
SUBCULTURE INFLUENCES ON FASHION 1960s
THE SINGLE GIRL Fashion photographers also photographed the Single Girl wearing business wear, calling her the Working Girl. The Working Girl motif represented another shift for the modern, fashionable woman. Unlike earlier fashionable periods, when formal evening gowns and the European look trended, the 1960s Working Girl popularized daywear and "working clothing". Now, new ready to wear lines replaced individualized formal couture fashion. The Working Girl created an image of a new, independent woman who has control over her body” ("Fashion In The 1960S: Clothing Styles, Trends, Pictures & History") This subculture was also a representation of the independent woman, the woman that is not controlled by a man and doesn’t need a husband to ‘survive’. They were modelling sportswear which was a movement into fitness and health becoming popular for girls. This consisted of mini-skirts, revealing clothes to show off young figures.
Product on high-street
Era inspired Metallic Body TOPSHOP £22
1970s
Zara Men £49.99
Flannels Fendi flower wool cape £1,390.00
Links/Relationship between products and era development
1960s
1900s
The links between the metallic body being sold in Topshop and the 1970s era is that the plunging kneck line is similar to the disco clothes that were worn in this era and also the fabric that is used relates to the fabric that many people wore back in the day to give off a ‘shiny’ look when under the light at the Disco events that were very popular in the 1970s.
Jim Morrison was a fashion icon of this era for men and women globally. Zara men have taken the biker leather pants look from the 1960s. The waistline is the same, material and fit of the pants are link to this icon.
The Victorian times was the era of the capes, FENDI have linked their product to this era using the material wool that was popular amongst this garment and the fur pompoms on the present cape relate to the fur that was worn usually around the neck of the cape in the 1900s.
Product on high-street
Era inspired
Links/Relationship between products and era development
Urban Outfitters £29
1970s
In the 1970s turtlenecks were very popular amongst both genders but especially housewives. Urban Outfitters have created a 70s style tight knit jumper, not just the style but the pattern on the jumper has the 1970s colour pallet.
COAST £149
1950s
The 1950s was the era for glamorous prints and voluminous skirts with tiny waists. These skirts have been a elegant, chic look ever since and nowadays many have been wore for evening wear as a enchanting garment. Coast have designed a skirt influenced by the old fashion of the 1950s, but have taken on a modern look but having it A-symmetrical. Coast have as well changed the traditional material from polyester and cotton to mesh and satin for a more elegant style.
New Look £25.99
1990s
As you can see from the ‘era inspired’ column, it shows the fashion of the 90s. Denim was the most used fabric for clothing of this era and the laidback, loose denim all in one was a must have of the young generation. Celebrity T.V. shows like ‘The fresh prince of Bell Air’ also had a wardrobe that included these which influenced many of the younger target market to wear them as well. This year New look have introduced them as a throwback from the nineties of the denim dungaree.
Product on high-street
Era inspired
Links/Relationship between products and era development
Karen Millen £350
1930s
Karen Millen has took the 1930s era into account with this faux fur, long coat. Women of this era were known as the elite of fashion if they owned a real fur and were seen as high-class and superior. Karen Millen is a high-end designer brand, which is keeping the style of the coat as a look of luxury and wealth. The prices compared are also similar and although Karen Millen has not used real fur, it is still classed as a elegant, expensive garment.
Shoulder pads were a huge fashion statement in this era, they were even worn by pop stars like Michael Jackson. They were worn both day and night and were amongst the most fashionable items of this time.
1980s
CHIcic £18
Today CHIcic have interpreted the pointy shoulder pads into their peplum jacket.. Still making the jacket a office work outfit and an elegant evening wear garment.
1940s TOPSHOP £35
Because of the rationing during the war, fabric was hard to get, making these skirts not only casual wear nut on which all women revolved their wardrobe elements around. Simple A-line skirts were the only thing women could get their hands on due to frilled hems and layers being banned because of the shortage of fabric, therefore even the colours were quite dull. Top shop have recreated this look using more unrestricted fabric and adding a belt for accessory.
1950S INSPIRED
90s JACKET INSPIRED
WW2 SKIRT’S INSPIRED
MARGARET HOWELL AW16
Anna Sui RTW Spring/Summer 2016 New York Fashion
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Task 9
How celebrity influences have affected the fashion retail industry.
Kim Kardashian is known as a fashion icon, a trend setter for the fashion industry. Over the years Kim’s fame has allowed her to show off her style were she follows the rule ‘less is more’, looking ‘sexy’ and ‘chic’ is a big part of her style. “And the fashion world has taken notice, she's now a front-row fixture in New York and Paris; has landed Vogue covers in America, Brazil and Spain; and has posed for Jurgen Teller, Jean-Paul Goude, and Steven Klein.” (Phelan, 2015)
She has featured on many fashion magazines, Vogue, Elle, Bazaar, W, Love and many many more. With all of these magazines selling millions of copies every cover, it’s a no brainer that Kim Kardashian is a celebrity that it most wanted for a fashion cover being a fashion icon. Not forgetting when Kim KardashianWest broke the internet for her cover on ‘PAPER’, this revealing, nude photo went viral and within seconds was the most talked about cover in this generation. Getting this much press and noticeability is a huge achievement for the magazine and makes her now more than ever, one of the most wanted celebrities for magazine covers.
ELLE online explains in this article how Kim Kardashian opens the door for a new maternity fashion range for pregnant women everywhere. Although Kim Kardashian got a lot of bad press about the looks she considered ‘acceptable’ for her pregnant time, this didn’t stop her from setting the trend for high street markets and designer brands maternity wear. Kim Kardashian is known worldwide for her high lifestyle and ‘crazy’ family who are on their twelfth series of ‘Keeping Up With The Kardashians’. This fame has allowed her to become one of the most watched style icons of the 21st century, her fans make up the majority of the younger female generation which brings the most profit to the new trends that are purchased on both high street shops and high end designer brands.
This is an example of how Kim Kardashians revealing pregnancy styles have influenced the fashion retail. ASOS is a very popular brand and online shop that provides many different brands ranging in many diverse designers, therefore they target a vast audience. This dress designed by the ASOS brand allows the women to feel sexy and chic during their pregnancy, embracing their bump and curves.
Kylie Jenner also thanks big sister Kim for her stimulation when it comes to her fashion sense. Kylie signed a deal with PUMA for $1million, with Kylies fans this got PUMA huge incline in their profits and now their products Kylie models are worth more then usual. Sports wear has now been seen in a different light and many designers target this chic fitness wear look.
In 2012 Kendal and Kylie Jenner started their own clothing line ‘Pacsun’ and got a deal to show it off in teen vogue fashion magazine. This opened the doors for retailers everywhere to start getting ideas of the younger generations style and start to manufacture their own range similar to the teen celebrity idols of this generation.
But its not just Kim Kardashian-West who is a style icon, her whole family are considered as having style, including husband Kanye West who Kim thanks as she owes her fashion icon status to him. http://www.msn.com/enca/video/sports/kim-kardashian-admits-sheowes-her-fashion-icon-status-to-kanyewest/vp-AAeVtQw (Lianne Turner and Allyssia Alleyne, 2015)
‘Yeezy’ collection 2 has influenced TOPMAN to create this ‘distressed’ look range. The neutral colour pallet and baggy, boxy shapes of the garments have given of the look of this collection. Kanye West is a celebrity that both genders look at for inspiration in their wardrobe as he has produced clothing ranges and Kanye and Distressed Clothing. footwear ranges and even got a deal with Adidas. ‘Yeezy’ collection’s created by Kanye
West was one of the worlds most watched catwalks of this year. His fashion sense has influenced many brands to launch new ‘distressed’ clothes like Topshop/Topman, Urban outfitters, Zara etc.
Evaluation – Celebrity influences on the fashion industry The most talked about family of this time are the Kardashian’s, their high-end lifestyles and their crazy antics of everyday life that is shown on ‘E’ programme. This has enabled the family to make it famous and allowed everyone to follow their lives. Paparazzi are always on them and therefore gives them even more power in the fashion industry, the more snaps the magazines get of them the more likely their styles are to influence designers to start creating looks inspired by them to target a wide audience of ‘wannabe’ Kardashian fans. Kylie Jenner is a fashionista of her age group and encourages many girls her age to embrace your curves and look sexy to feel better. She grasps many of her looks from her older sister Kim and Kim's husband Kanye, revealing that they are what influenced her style to become more daring. Retail industry has gotten a lot of profit from basing their ideas and new trends around what’s new and ‘in’ within the Kardashian trend, even children's clothes have been a take on North-West’s (Kim and Kanye’s daughter) outfits and the ‘mini me’ concept has been imaged by many designers., and has taken off in the fashion world.
Evaluation – Influence of Drugs on Society- The Psychedelic Era The 1960s trend was influenced by the ‘Psychedelic Era’, bright colours, surreal artwork to reflect the experience of altered consciousness. So during this time period bright and exotic colours were the trend, and hallucinations from drugs were the pathways for new patterns and artwork that would be replicated on the garments. It is clear that even today designers are in spired by this era e.g. Anna Sui’s ‘pop-sydelic’ range AW 16. The shape of the clothes and the patterns and colour pallet used on them express the era of popular drugs and create a subculture amongst the trending which links to mellow, laidback and ‘Peace and Love’.
Evaluation – Influence of Social Media on the Fashion Retail Industry Nowadays Instagram, Twitter, Tumblr etc. are the main sources of getting the latest updates on fashion., Streaming live catwalks, receiving updates from fashion websites like polyvore or E news of pop culture. It is also a great way to access your favourite fashion shops, you just search for your shop on a social media account or online and their products are everywhere, easy access and the right information. Many top brands like Michael Kors are also experiencing their brand on social media, using the ‘#MichealKors’ as an easy way to find anything you want to know about the brand or the products within seconds.
The Influence of Drugs on Society: The Psychedelic Era
The Influence of Drugs throughout the 1960s: The Psychedelic Era
‘Psychedelia is a name given to the subculture of people, originating in the 1960s, who often use psychedelic drugs such as LSD, mescaline and peyote. The term is also used to describe a style of psychedelic artwork and psychedelic music. Psychedelic art and music typically try to recreate or reflect the experience of altered consciousness. Psychedelic art uses highly distorted and surreal visuals, bright colors and full spectrums (Wikipedia, 2016)
(Richards, 2013)
Past Psychedelic Fashion
Loose Fitting
Bold Prints
Bright Colours
Influences on Fashion Today ‘The psychedelic tsunami is building. After Valentino and Dries van Noten’s celebration of the psychonaut, Anna Sui
turned on and tuned in with a collection she called Pop-sydelic. Fashion is the new acid, and Sui dressed for a nice, long trip. Her own eye for detail cried out for the lengthily contemplative response that only a lysergically altered state could give it. Thus forearmed, you could lose yourself for hours in Jamie Bochert’s opening outfit, every square inch of every layer richly patterned, sumptuously coloured. Her catwalk companion, a Syd Barrett lookey-likey named Justin, was scarcely less resplendent. Always obsessive about research, Sui wove together a complex web of references from the Sixties — artists, musicians, designers, scene-makers – which gave her designs a substance beyond her own imaginings. (The Business of Fashion, 2016)
Sabine Ducasse :: Melting Pot Collection
The Camilla SS12/13
From this article it is clear that the psychedelic 60’s period influenced by drugs still inspires designers today. Anna Sui’s A/W 16 collection presents a ‘complex web of references form the Sixties’. Taking inspiration from artists and musicians as I have previously mentioned as huge influences of psychedelic fashion through shapes and colours used, furthermore the free spirit vibe influenced the shape and styles of garments being very loose and long.
Anna Sui Autumn 16
Task 9
Instagram- One of the world’s biggest forms of Fashion
Shows: Live videos and instant pictures can be uploaded added with tags & hashtags to link fashion and designers all over the world, almost as if the audience at home are in the fashion houses. Below is a screenshot taken from Alyssa Sellor’s article on how social media shapes and forms fashion of today.
(Social Media Today, 2014)
Four Ways Instagram is Redefining the Fashion Industry ‘1. Brand Identity With visual storytelling, fashion brands and retailers are now using Instagram as their primary tool to reveal brand personality. One look at a brand’s Instagram page should easily provide consumers a glimpse into the brand’s culture, lifestyle and products’. (Alter, 2016)
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Chloe’s Instagram is very capitalised in not just showcasing their products, but representing the posh lifestyle associated with the brand. Take a close look at Chloe’s bio in the top left corner- key words include ‘luxury’, ‘principles of freedom’ and ‘femininity.’ Here the culture of the brand is given away to customers by an insight of what the company is about. An example of how ‘Instagram offers the perfect snapshot of a fashion label’s identity, and nowadays, it has become imperative for successful brands to communicate a unique footprint to their consumers.’ (Alter, 2016) 2. Community Engagement ‘One of the most innovative forms of marketing is to let the customer do the selling. Through Instagram, brands can generate high community engagement. The famed hashtag still proves to be a reliable and important way to increase reach.’ One way River island have recently achieved this is through the 2016 #RISnap combining both snapchat and Instagram. River Island had a campaign where customers could take snapchats of themselves in a River Island store and then upload to their Instagram accounts by hash tagging #Risnap to be in with a chance to win a £100 voucher to spend in store. Images could then be linked to RI’s Instagram account.
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Four Ways Instagram is Redefining the Fashion Industry
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3. ‘Behind the Scenes of Fashion Powered by Instagram Social media has blurred the lines between the once “exclusive” fashion community and the general public. Gone are the days of waiting until the September issue of Vogue or Bazaar to see the latest collection looks. Nowadays, fashion insiders capture the runway looks on their smartphones and share them from the show. Some fashion designers are going beyond that and offering their followers a “behind the scenes” peek’. (Alter, 2016) Designer Stacey Bendet for Alice and Olivia tends to give us frequent sneak peaks into her inspiration from daily life. For example take a look at image ‘3)’ which was only posted Saturday 24th September 2016 as her ‘weekend colour inspiration.’ (Alter, 2016) 4. Monetizing Social ‘According to eMarketer’s first-ever analysis of Instagram in July 2015, the social media platform is forecasted to bring in $595 million of mobile ad revenue this year, largely because Instagram has become increasingly shoppable. In March 2015, Instagram rolled out with a new feature, Carousel ads: a sponsored slideshow advertisement that appears on users’ Instagram feed. Banana Republic capitalized on this feature while also incorporating a “Learn More” button, which served as a gateway to purchase.
4) (Alter, 2016)
4) ‘Michael Kors also commercialized Instagram last November when it debuted #InstaKors. After signing up on their website, consumers can double tap any image with an #InstaKors hashtag and an email will then be sent to them with links to purchase the posted products.
The most used shopping feature on Instagram, Curalate’s Like2Buy, allows brands to link Instagram photos with individual URLs, directly connecting consumers to products on their website. Within six months of launching Like2Buy, retailer Charlotte Russe achieved a 60% click-through rate’.(Alter, 2016)
Task 9
#CHOOSEDAY The screenshots above are just a few examples of thousands of Instagram posts that connects consumers to fashion. Top fashion bloggers and sometimes fashion houses themselves will offer competitions out where if you share/like/comment and repost a certain item you could be in with a chance to win that item. The clever part of this is that by people all over the world sharing this with all of their Instagram followers they spread the product/designer all over bringing in more of an audience just by the tap of a finger. It’s not all about the consumer making the effort to find designers and their products through searching them on their Instagram accounts. It works vice versa- designers, even those of top branded names are using social media tools such as Instagram to find out what their target markets are looking for. It’s an extremely cheap, easy and fast way to build a market up by taking a look at social media and seeing what the people want. For example Miss Selfirdge uses the campaign ‘Choose Day’ which means they will post a few images of the same or similar garments in different colours to see what the consumer would be happier with. Instagram allows followers to comment and like the images which can be seen as a mini survery which provides Miss Selfirdge with what the consumer likes more out of colours and styles.
Here is some screenshots I have taken from my own Instagram account. It is so easy for people to pick up there mobiles and search the internet for their interests. Miss Selfridge’s technique of posting future trends/designs is one way of capturing my interest. This is a search engine me and all my friends and other young women over the world tend to use. They strategically use #ChooseDay to connect with their target market of young women as they know their market is predominantly found on social media. More often than not, if there is a variety of people who comment saying they like all colours they will bring the collection out with the different colours to choose from. The heart at the bottom of the pages means you can tap ‘like’ which shows the popularity of that particular item this will also mean this will become a ‘top liked’ post on Instagram itself allowing people who don’t even follow Miss Selfridge's personal account to see the images posted which they can then choose to follow or hashtag ‘choose day’ to see the pictures of future fashions- either way it’s spreading the word about Miss Selfridge and allowing Miss Selfridge to see what their consumer wants.
Task 9 As mentioned designers use social media to drive influence on their designs from what consumers are interested in. Alyssa Sellor’s article Social Media Influences on Fashion gives a perfect example of this taken from Zac Posen’s 2015 Spring/Summer collection. ‘One major shift that social media has had is simply that the average person can now influence fashion in ways never before possible. Just consider the recent ZAC Zac Posen’s Spring-Summer Ready to Wear 2015 Collection; influenced by comments and suggestions from his over 640,000 Instagram followers. It all began when Posen posted images of sunsets from a vacation on his Instagram account and followers began asking for prints in these hues, and “through the comments and pictures we got a new perspective about out creations,” said Posen in a recent article in NY Times. As a result, the final product includes a maxi dress in the hues of the sunset from that Instagram image as part of his 2015 collection’. (Social Media Today, 2014)
ZAC POSEN 2015 MAXI DRESS INFLUENCED BY INSTAGRAM POST
‘It’s not just the inspiration and influences on major fashion designers that social media is evolving; it’s also the way we view fashion and the industry as a whole. For decades, a few big names dominated the fashion industry in a very top-down fashion but now the average fashion blogger can influence major designers via social media outlets […] social media has acted as a catapult to push these “unknowns” into situations where they can make their designs and ideas known to millions. Social media sites act as a platform for the average person, and major fashion designers knowing that these people are out there so they can also reap benefits by reaching customers on a new level that is more intimate and interactive, rather than the highfalutin fashion runways. The naturally interactive qualities of social media also make social media an effective tool, allowing people to be a part of the process of fashion making. Take for example the most recent New York Fashion Week. A study from eBay Deals, cited in an article on Mashable, considered data from top five social media networking sites during the 2013 NYFW and found that “more people are using social media for wardrobe advice, inspiration and the latest trends,” and fashion related Tweets doubled from the same event just a year earlier’. With ‘people sharing Instagram photos and Tweets from the side-lines of top fashion runways, people from home can interact and engage in the fashion shows just like the attendees. This is great for the fashion industry which can tend to be closed off and secretive in their inspiration processes, opening it up for more people to both appreciate and enjoy. And it’s not just high fashion experiencing influences from social media. From popular viral videos shared over and over again on social media to “jokes” and social media inspired sayings on t-shirts, buying trends centered on hashtags and our online behaviour is shifting too. According to 2014 market trends, a survey of social networks and buying behaviour “showed significant proportions of shoppers being influenced by (and participating in) social sites and friends during their upcoming holiday shopping,” with the results showing: 30% of shoppers had made a purchase via social media in the last year, 49% planning to make a purchase because of a social referral, and 44% intending to discover new products via social networks. In addition, the survey looked at social participation and found that 48% of those surveyed think it is important to share product recommendations via social media networks’. (Social Media Today, 2014)
Task 10 This advert is aimed at young men. The unfinished, workers look gives off a attitude within the picture and the colour links with the car and the shirt allow the shirt to stand out more as what is being advertised. The links between the clothes and branding in the campaign are the colours, whole picture is quite dark and gloomy with grey and black colours only, allowing the products on the man to stand out and the bonnet of the car to enlighten the shirt even more. The words ‘I hate ugly’ are spray painted on the advert, this is quite a young arty thing that the target audience see as ‘cool’ which pulls them to the advert even more. The words are also a reflection on the clothes, it suggests to the viewers the product not being ugly but in fact the opposite. The job that the man in this picture is being shown to do is fixing up a car, something that stereotypically men like to do, and the words are also a part of this, implying that the car is ugly before he started to fix it up (compares the front of the car to the back of the car). I think that this does work and will have an impact on their target audience because of the way the campaign is portrayed to them. The message and product are both clear that the clothes are not what many think as ‘ugly’ and that if you wear them you will not be seen as that either. However some may interpret this as ‘I hate ugly’ referring to the car it being complete, so that if you wear the clothes advertised then you will look complete. Although this could send of the wrong message to consumers as the model isn’t as clean and complete as he should be and actually the pristine look of the front of the car should resemble that the mans shirt should be fully buttoned, ironed ad sleeves down for a more sophisticated look.
The product of the dress is clear in this campaign of COCO CHANEL. The reason being that the colours and patterns stand out as the background colours are all quite neutral. The links in this advertisement is the sentence ‘I DON’T DO FASHION, I AM FASHION’ and the expression and body language of the model. They both portray attitude within the campaign and express that COCO CHANEL set the trend they don’t follow it. The target audience are young women and this advert portrays to them that they can release their inner attitude and express their independence through the clothes. It also represents that they are not letting the clothes wear them but in contrast they wear the clothes. The question it asks at the top ‘How do you define you style?’ engages the audience and lets them think about how they would want to define their style and how others would see their style as. If I were to change anything in this campaign it would be to take of the chained bracelet as I think it draws attention away from the dress and the audience would see the dress as independent as well and compare the sleeves to it as it portrays that the dress doesn’t need any accessory or nail polish to make it any more than it is, its enough alone to be what you want.
This is a recent advert however it shows quite an old-fashioned fashion and campaign, clothing and colour pallet links to the 1970s. Although this campaign is aimed at men a woman is shown in the picture to show that the clothes will impress them and it’s a win, win situation when your playing the sport. The words ‘Win or lose you'll still look the best player’ suggests that if you do lose the game then never mind because the women will be ‘falling for you’ anyway because you have picked elegance in what you wear for the game. This is suggested by the woman looking deeply at the man and the man not giving her attention which also gives of quite an egotistical personality. This campaign targets the younger generation however I don’t think it works well in the present time, the clothes are quite old fashioned and more what older, higher class men would wear for sport whereas younger men would be more into the lounge wear, chilled out vibe of clothing. I would change the whole feel of this campaign due to the modern movement, the target market is not being fully engaged because it is intended for the younger age but in fact appeals to the middle-older ages.
This is aimed at the younger generation and is advertising shoes. The shoes are enlarged on the picture and grab the focus of the shoe, and they have purposely put the shoe by the brand name to ensure that the audience is aware of what they are selling. They have targeted the younger audience in every aspect of this campaign, the street style, flash car and the body language of the models suggests the younger generations interests. They have also spelt ‘your’ ‘ur’ which represents the text language that we use today, very casual and relating to the way we communicate in this day and age. It’s a very virtual picture as if it has all been photo shopped together. This links to the generation of internet that we are in today, everything is online, social media and virtual, whether is communicating with one another, shopping etc. This is why the advert is shown is this style, because it garbs the attention of the consumer as they relate to it and can see similarities with themselves and the advert. It also shows a bit of rebellion that the younger generation have formed as a sort of subculture, as there is a ‘No Parking’ sign behind the parked car and the reaction that the models have are to park there and be ‘intimate’ with each other, rebelling against society’s rules and the older generation. The thing I would change about this campaign is the position of the woman's shoe, because this is a unisex brand, the woman's shoe should be advertised more as well as the mans, I feel like this advert is just aiming at young men as oppose to both sexes of the younger generation.
This advert is displayed in a futuristic setting, suggesting that the gold metallic look is a future trend within fashion. It is clear that DOLCE&GABBANA are advertising the gold jackets as the colour is what stands out the most. It is aimed at young men, this campaign will enhance the consumers to feel sophisticated and important because of the smart suits the models are wearing along with the metallic jackets. The links between the products and the branding; The futuristic look and the environment surrounding the models appears like a kind of spaceship giving the campaign a revolutionary outlook. The right side of this advert shows a man in what appears to be ‘astronaut pants’ because of the shape, style and material used for them. The message to the consumers is that you can be ahead of the fashion trend and not a follower of it. I do think that this campaign is successful due to the product being very clear to the target market, and giving off a sense off individuality and ahead of its time, setting the trend for the season.
Successful Advertisement Why? I feel as though this is a successful campaign because it engages the target audience and portrays empowerment amongst them. This is because, the model in the campaign is being carried and lifted up by men as if she is being worshipped, the men also look as if they are all trying to reach her which expresses the power and popularity she has amongst them all. This allows the consumers to feel uplifted when wearing their clothes give them a boost of confidence to feel like they can also be someone who is desired. The models facial expression also gives off attitude, ego and you are naturally drawn into her eyes as they are directly looking into the camera *displaying like they are looking at you* (the consumer). The background also seems quite mysterious, the men are surrounded by a mist and are all topless which could indicate the natural desires of women and men, giving power to the woman even more.
Links Between Product and Branding? Tom Ford is known for elegance, expensive but with an edgy feel to the brand. This campaign links into not just what is being sold here but the whole aspect of the brand itself. The ‘glitz and glam’ of the dress and the shape and body language resembles the brand and links into the characteristics that is Tom Ford.
Is the Product Clear? The product of this campaign is the clothing (the dress), you can tell that this is what is being advertised as the materials and patterns stand out and the colour is complemented by its surroundings.
Changes I Would Make: The changes I would make to this advertisement are that I would have all the men looking only at her and not each other as I feel this would give off a stronger, more ego filled personality to the model and help to draw attention with the target audience more and enabling them to feel empowered by the advert.
Why? Now a days social media is a big part of everyday life, allowing us all to judge and be judged on many things especially body image. The ‘perfect body’ is an issue that many young women and men of this generation face today, wanting to look like the skinniest models and having to compare yourself to them all the time as there is no escape. This is why the advertisement below is such a successful one, the quote “Everybody is beach body ready” along with using a plus size model makes the consumers of this brand feel like they can go out in public in their bikini and it doesn’t matter if you don’t appear the same shape or size as the famous Victoria Secret models. It enables the women to know that everyone is different and there is no right way to be. It is a massive confidence boost for the target market also, makes them think that if this woman can pose half naked on a massive billboard, millions of magazines etc. for everyone to see then why cant they? Why do they feel as though they cant wear certain things and show off certain body parts because “There to fat, flabby etc.” This advert makes them know that they can and they will not be judged by people surrounding.
Links Between Product and Branding?
The brand of ‘SimplyBe’ is a brand mainly for ‘plus size’ women, ranging from sizes ‘12-32’. This links in with the campaign, as the label is about giving women the confidence to feel sexy and self-assured that their body image is not being compared to others. The campaign also includes the social media logos showing that they are apart of making this public and sharing online, ‘#SIMPLYBEKINI’ is what you can type into twitter, Facebook and Instagram and see everyone posts of their beach bodies and bikinis they have purchased, it also allows you to fully connect with others and share your pictures and thoughts about it. The way the quote is set out as ‘EVERY BODY’ not ‘EVERYDODY’ indicates what the message of the advert is, is that all body types are ready and everyone should allow to feel comfortable in their own skin.
Is the Product Clear? The product of this campaign is the bikini. It is very clear due to the advert being very simple and pure. There is only two colours and blank background giving even more attention to the bikini and the ‘#SIMPLYBEKINI’ is also a huge hint to what they are selling to their consumers.
Changes I Would Make: I wouldn’t change anything about this campaign, I feel as though the message and product is very clear and the simpler the better on a campaign like this.
Successful Advertisement Why? The logo and known slogan of the brand ‘Live In Levis’ is clear on the advert. The campaign reflects the product well, showing different styles of the jean and clothing. The setting of the advert is based in a City which represents lively atmosphere with cultural diversity which represents that the jeans can be altered in any way you (the customer) would prefer.
Links Between Product and Branding? The links between the product and the branding in this campaign is the message that LEVI are trying to send to their consumer with the sentence “Started by us. Finished by you.” and that the men in this advert are all wearing different colours, styles and fits of the jeans showing that they are made to what you want them to be like. LEVI is also a jumble up word made from the word LIVE and this is clear to the public on the advert due to the bottom right slogan of “LIVE IN LEVI’S”. This gives the brand a lively and creative aura and links in with the street life that the advert shows.
Is the Product Clear? The product is clear in this advert, you can see that the brand is based around denim, all the men are wearing jeans and one of them is wearing a denim jacket with the brands label on. This displays the product they are selling clearly to the consumer.
Changes I Would Make: The only thing I would change in this campaign is that I would also have women in it because the brand sells both genders and this advert makes it seem like it’s a men's only brand which wont get the brands product range across to customers.
Unsuccessful Advertisement Why? Everything about this advertisement has no boundaries of the visual sexualisation of women. There was a lot of bad press and comments about this particular campaign including the comments from (Sopel, Sopel and Sopel, 2013) “While American Apparel claims these ads are creative, honest and artistic, many people think they are overtly sexual images, which objectify women and appear to show young girls looking vulnerable. As a result many adverts have been banned and are under investigation by the Advertising Standards Authority.” American Apparel adverts are seen as the ‘soft pornography’ to the public eye and cause huge debate about whether or not they should be shown to the public. This advert is one that is particularly bad due to the witty line ‘Now Open’ while the young model lies on a bed with her legs spread in the air. This is very suggestive and sexual and indicate a very sensual message to the audience. Considering this brand is targeting the young girls market in the campaign, it does not give out a very motivating message but does however make them feel as though they are a sexual object in this society.
Links Between Product and Branding? American Apparel are known for their racy and shocking adverts and barley covered models. This links to brand because, this advert like many others scream American Apparel, you know that this simplicity ‘soft porn’ appearance is all what this brand is about, using fresh faced, natural models is also a representation of the brands background into supporting homophobia.
Is the Product Clear? The product is the bodysuit and it is clear what the campaign is selling, however many people would not look to much into the product and instead would be instantly offended and stunned about the message that is being sent. They would almost feel obliged not to go into this shop and buy their products because they are sexualising women's bodies and expressing that this young girl is now ready for ‘intimacy and relationships’ and is ok with being portrayed as a sexual object.
Changes I Would Make: I would change a lot about this campaign, starting with the positioning of the model, and the line ‘Now Open’. Knowing that American Apparel is all about the natural, sexual look I would have the girl in the bodysuit but stood up in a more flattering pose, and keep the simplicity of the colours but not make it as erotic and pornographic as this. However, the controversy of these campaigns is what brings attention to this shop and allows people to feel sexy and confident when wearing their clothes, this could be a good way to get people talking about the brand and see that behind the campaigns is good quality, simple, sexy, invigorating clothes that give people a confidence enhancement.
Unsuccessful Advertisement Why? Again this campaign is showing women as sexual objects and that women do things in order to please men. The way this woman is tied to the mans shoe being held ‘hostage’ you could say and genreaslly just being tied up at all displays the nature of the man and how they want women to be. It relates to the power that men have over women in this generation that feminist are trying to fight to make things equal, however this advert allows an insight into the not forgotten world of patriarchal society.
Links Between Product and Branding? The links between product and branding in this campaign are the pristine and clean picture resembling the smart clean shoe that is worn by the ‘elite’ men of business. By this campaign you can see that the brand is expensive and good quality and that the people who this is targeted at, want to appear smart and neat. The font they have used for their brand name is clear and orderly displaying the sleek product that appears in this advertisement.
Is the Product Clear? The product in this campaign is the shoe and is quite obvious because of the name of the brand and the way it is shown. The shoe is enlarged and is the centre of the advertisement which draws the audiences eyes straight to it. However, some may suggest that the tied up woman takes focus away from the shoe and that the only thing that draws them in is her.
Changes I Would Make: The change I would make to this advert is to take the woman away, I think she causes to much distraction away from the product and it is very sexualising and offence to women. It will allow the shoe to be shown properly and clearly, without the male domination of the world due to this the sales will increase because the controversy of the campaign and offense to women will disappear of this brand.
Unsuccessful Advertisement Links Between Product and Branding? Chanel is known as a high end, designer brand. It is recognized as being sleek, expensive and fashionable for the elite. This links in with the advertisement shown, because of the similarity of the brand and the setting, it is set in a quiet, secluded area displaying that the brand is exclusive.
Is the Product Clear? The product on this campaign is clear. The product is the clothes and bag and the model and is made clear because , the background is simple and sleek allowing the model to be seen as the main feature.
Changes I Would Make: I would firstly change the colour scheme of this advert, I would keep the black and white background of the environment but make the model and the clothes (the product) in full colour. This will allow the product to be seen clearly but also draw consumers full attention to the products. CHANEL, will then also be seen as eye-catching,
Why? This is an unsuccessful advertisement because , even though CHANEL are trying to show a clear, clean campaign, it is not eye-catching. It doesn’t draw your attention because the colours are so gloomy and the model blends in with the background and could be missed by consumers. This also gives a bland impression of the clothing that CHANEL are trying to sell, the consumers aren't able to see the colours of the garments or even the patterns properly which is a disadvantage of this campaign.
Mini Branding Chosen Brand and Brand History I have chosen Missguided to create and release a new mini brand to sell in their shops and online. Missguided is known for its chic, sexy appearance for young women, the glamour but edgy looks that are produced every season and its love of fashion, is the reason that I feel like my collection will be successful with this brand.
(Fashionista.com, 2016)
“We are Missguided. We are an empowering, bold and forward thinking online fashion brand, inspired by real life. We design and create product informed by you, our customers, our friends and global influences: Catwalk, celebrity, social media, bloggers and street style, creating an online fashion destination that encompasses and celebrates everything it means to be a girl in a digitally immersed world today.� (Missguided.co.uk, 2016)
Trends: Halloween Choker Sleeker than you Occasion dresses & outfits Bardot Velvet Mesh around Wrap over Casual wear Work wear Premium Eazy Bandage
Collaborations: Amber Rose (new and now) Nicole Scherzinger Sarah Ashcroft Carli Bybel Pia Mia Abad (Bikini a day)
Maternity Wedding shop
Tall Students
Petite
Swimwear Available in store at Selfridges Manchester Trafford Centre
Asos sell Missguided products
Market Research MISSGUIDED £22 Faux fur
PRETTYLITTLETHING £15 Faux fur MISSGUIDED £18 100% polyester
PRETTYLITTLETHING £10 100% polyester MISSGUIDED £28 95% polyester 5% elastane
MISSGUIDED £18 mixed fibres
PRETTYLITTLETHING £15 95% Polyester 5% Elastane
MISSGUIDED £8 Velvet with silver clasp chain
PRETTYLITTLETHING £20 Mixed Fibres
PRETTYLITTLETHING £5 Velvet with silver clasp chain
MISSGUIDED £5 siver
MISSGUIDED £25 Satin
PRETTYLITTLETHING £30 Faux leather
PRETTYLITTLETHING £6 Gold
MISSGUIDED £28 Satin – mixed fibres
PRETTYLITTLETHING £30 Satin - 95% Polyester 5% Elastane
PRETTYLITTLETHING £20 Mixed fibres
MISSGUIDED £35 95% polyester 5% elastane
MISSGUIDED £15 Mixed fibres
PRETTYLITTLETHING £35 Mixed fibres
PRETTYLITTLETHING £15 100%polyester
MISSGUIDED £60 100% polyester
MISSGUIDED £35 Faux suede
PRETTYLITTLETHING £45 100% polyester
MISSGUIDED £25 Lace – 100% polyester
PRETTYLITTLETHING £30 Faux suede
MISSGUIDED £20 95% polyester 5% elastane
MISSGUIDED
MISS PAP £25 95% Polyester 5% Spandex
£20 Velvet
MISSGUIDED £28 100% polyester
MISSGUIDED £18 100% polyurethane
MISS PAP £20 Velvet
MISS PAP £24 100% polyester
MISS PAP £20 100% polyurethane
MISSGUIDED £20 95% polyester 5% elastane
MISSGUIDED £6 Silver metal
MISS PAP £4 Silver metal
MISS PAP £20 95% polyester 5% elastane
£30 95% polyester 5% elastane
£18 100% polyester
£18 Mixed fibres
MISSGUIDED £28 100% polyester
MISSGUIDED
MISS PAP
£25
£25
MISS PAP
MISSGUIDED
MISS PAP
MISSGUIDED
£20 95% polyester 5% elestane
MISS PAP £24 100% polyester
MISSGUIDED £18 95% polyester 5% elastane Fuax Suede
MISS PAP £20 95% polyester 5% elestane Faux Suede
MISSGUIDED
IN THE STYLE
£20 95% polyester 5% elastane
£18 100% polyester – faux satin
MISSGUIDED £28 95% polyester 5% elastane
MISSGUIDED
IN THE STYLE
£18 Mixed fibres
£22.99 100% polyester Satin
IN THE STYLE £32.99 100% polyester
IN THE STYLE £19.99
MISSGUIDED MISSGUIDED
MISSGUIDED
£20 96% polyester 4% elastane Faux Suede
£18.99 95% polyester 5% elastane Faux suede
£35
MISSGUIDED
IN THE STYLE
£30 Mixed fibres
£24.99 97% Polyester 3% Elastane
MISSGUIDED
IN THE STYLE
£35 100% polyester
£24.99 100% Polyester
MISSGUIDED
IN THE STYLE
£20 100% polyester
£17.99 95% Polyester 5% elastane
MISSGUIDED
IN THE STYLE
MISSGUIDED
IN THE STYLE
£18 100% polyester
£25.99 100% cotton
£20
£29.99
ASHLEY BENSON x MISSGUIDED Ashley will be creating a range with MISSGUIDED to promote the new trends for next years summer party wear. Ashley Benson, also commonly known as Hanna Marin on ‘Pretty Little Liars’, fits into the concept and style of MISSGUIDED. Her girly yet mysterious look is appealing to her target audience and therefore influences their fashion, this also relates to MISSGUIDED’s style due to the previous collaborations they have done and their overall products.
Light, bright colours, neutral, pinks and peaches. A-Symmetrical across one shoulder with either shear fabric or block colour. Metallic fabrics or soft stretch cotton which is suitable for both party and office wear. Elegance and sophisticated.
Light, bright colours, neutral, pinks and peaches. Elegance and luxurious eveningwear. Added frills and embellishments. Wide trousers and frill shorts.
(Wgsn.com, 2016)
Both active wear, street style and evening. These shirts can cover every event paired with the right top and accessories. Luxurious silks for an evening attire of active nylon for a daytime style. Inspired from the active youth of easy, throw on clothes that don’t give restrictions.
Incorporating the different trends together for SS17 will allow MISSGUIDEDS Mini branding collection to be individual in fast fashion and have other competitor brands follow their trends,. For example, frill edges and embellished frills on the bottom of the dolphin board short, paired as a suit with a matching silk frill sleeve blouse will act as a Pyjama suit and go with the new season style for evening wear.
Slogan: “Your pretty little secret” Many of the target market that will be attracted to this mini brand and collection will be either a fan on the show ‘Pretty little liars” or at least know about the show to be able to relate and recognise this slogan. There are many different blogs and pages on social media about the show, Twitter, Instagram etc. all have pages dedicated to the show and have millions of retweets. This means that the majority of young girls who are on social media will have seen something to do with the show which acts as a huge benefit to this brand.
ASHLEY BENSON x MISSGUIDED
ASHLEY BENSON x MISSGUIDED
BIBLIOGRAPHY
Barbour.com. (2016). Barbour. [online] Available at: http://www.barbour.com/uk?utm_source=bing&utm_medium=cpc&utm_campaign=VS%20%7C%20Barbour%20%7C%20Brand&utm_term=barbour&utm_content=Barbour%20Brand%20%7C%20E [Accessed 26 Sep. 2016]. Phelan, H. (2015). How Kim Kardashian Is Changing the Maternity Fashion Retail Game. [online] ELLE. Available at: http://www.elle.com/culture/a30513/kim-kardashian-maternity-style-essay/ [Accessed 26 Sep. 2016]. Yiannakou, L. (2016). [online] Wgsn.com. Available at: http://www.wgsn.com/content/board_viewer/#/59211/page/3 [Accessed 26 Sep. 2016]. Lianne Turner and Allyssia Alleyne, C. (2015). In the dressing room with Kim Kardashian. [online] CNN. Available at: http://edition.cnn.com/2015/09/28/fashion/kim-kardashian-fashion-style-tips/index.html [Accessed 26 Sep. 2016]. Missguided.co.uk. (2016). About Missguided - Forward Thinking Online Fashion. [online] Available at: https://www.missguided.co.uk/about/ [Accessed 28 Sep. 2016]. Fashionista.com. (2016). [online] Available at: http://fashionista.com/2014/09/missguided-nitin-passi [Accessed 28 Sep. 2016]. Sopel, A., Sopel, A. and Sopel, A. (2013). Exposed: American Apparel. [online] The Mancunion. Available at: http://mancunion.com/2013/11/12/american-apparel/ [Accessed 28 Sep. 2016]. Wgsn.com. (2016). [online] Available at: https://www.wgsn.com/content/board_viewer/#/68530/page/2 [Accessed 5 Oct. 2016].
"Fashion In The 1960S: Clothing Styles, Trends, Pictures & History". Retrowaste.com. N.p., 2016. Web. 6 Oct. 2016. "Fashion In The 1960S: Clothing Styles, Trends, Pictures & History". Retrowaste.com. N.p., 2016. Web. 6 Oct. 2016. "History Of 1960S Fashion And Textiles - Victoria And Albert Museum". Vam.ac.uk. N.p., 2016. Web. 9 Oct. 2016.