10x10 Word Association

Selina Williams

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Social Media Technology Generation Z Gaming Avatar Metaverse Virtual Streetwear Masked Trend

Exploring word association to narrow down my ideas for my final major project. Highlighting key words which apply with how I can communicate to my targeted generation and understanding the gap within the luxury marketing sector which I intend to fill in a sustainable and technological appreciated way.

As part of my final major project, I have understood my consumers on how they react and choose to view their adverts. Social media has defined their life from a very young age. With the revolution of Facebook beginning from 2004, it has been adapted to their consumers and evolved in ways beyond what was initially predicted. Hundreds of jobs and business have changed their ways of marketing in order to fulfil the needs of their users and they communicate their brand to their consumers. For my final major project, I intend for my marketing strategies to be hugely significant to how I intend to communicate my collaboration to my target audience. I feel understand social media and how other fashion houses launch their branding online, is something I must grasp a bold understanding of.

Technology has evolved into every aspect of everyday life and in the modern day, life would be lost without it. With business, social media, shopping, teaching and jobs being controlled at least 80% completely with technology and life has becoming dependent on technology and internet as a way of controlling many aspects. As part of my final major project, I intend to build a concept which appreciates technology and how advanced it can be to create a bold shopping experience specifically aimed at my targeted generation and be adaptable to attend to the needs of future generations.

Thirdly, towards my word association is Generation Z. this generation is soon to becoming the thriving generation of the world and I believe it is time to adapt marketing to be aimed at this audience.

With understanding their relationship between the fashion industry with marketing strategies, I think it is crucial to get a complete transparent view on how the generation react with social media marketing and predict how they will react to a shopping experience which I am intending to create.

Gaming platforms are something which the majority of Generation Z has grown up in. baring that in mind there are multiple fashion houses which have already collaborated with gaming sensations with an attempt to build more bridges with the forthcoming generations. As being aware of how the generation has been brought up and grown up with games, I think it is a perfect gateway of grabbing interest of this audience. I intend to collaborate my fashion house with a gaming platform where it will be more interactive and users will have more freedom with creating, making them feel far more considered which will help grow the brand loyalty which will look appealing towards future generations.

Gaming platforms have allowed users to build their own figures on their games since they had launched. Adapting and making them more and more realistic has allowed generation to create their own mini me or a person which represents themselves. The evolution with avatars has massively grown to the point in which social media platforms has allowed people to create their own person. With that in mind, I feel it is a good way of engaging consumers and allowing them to feel the collaboration is more personal to them. With them feeling it is more personal to them individually, it will allow brand loyalty to the brands and their transparency will be hugely appreciated.

The metaverse is hypothetically the interaction with the virtual and digital world. With the metaverse specifically focusing on the social online interaction, it allows the world to come together and meet new people online. However, in my opinion I feel the future primary generations are becoming more dependent on just online conversation and become more anxious in physical social interactions.

I want to pull together a concept which allows the metaverse to be appreciated but bring together consumers physically together in order to become more confident in day-to-day interaction.

Virtual fashion is becoming extremely popular, starting with more luxury market sector and recently fast fashion market has jumped on the band wagon. Creating digital models and trends becoming more computerised, it allows a more neat and clearer trend which is said to be easier to be seen.

Within my final major project, I plan to bring elements which are virtual which are can be connected to the avatar and interactive elements and I think having a virtual concept will be hugely enjoyed by my target audience.

With previously looking into overall trends and outfit aesthetics of Generation Z, I believe streetwear with the chilled and relaxed vibes, is something which is enjoyed by a big majority of the targeted generation of my concept. Streetwear is also I would say best suit my personal branding, so I want to incorporate the urban aesthetic of streetwear. Combining street with how the luxury market can market it and also how it can be adapted to suit generation Z.

In terms of the word ‘mask’, I intend to take the approach of my targeted generation taking to social media and online to express who they truly are. I feel that the narrative that people only expressing their true self online, is something where a solution needs to be found. With the word mask, I think its interesting to look into the dynamic of how people perceive themselves online verses who they are in physical reality.

Generation Z is an extremely self-conscious society, worrying about how they are perceived to other people and wanting to thrive in this day in age. As a final word of my word association towards to my final major project, I think understanding what garments and aesthetics which are enjoyed by the generation as a majority.

1912302 Selina Williams