My Journey - Final Book by selinawilliamsx

Selina Williams

Parallels Collide Combining the metaverse with the reality of a shopping experience. Bringing together the concept of how a shopping experience can be constructed in a way where it can cater for new and future generations.

Moving into the development stage of my Final Major Project, it is now time to put together and communicate how I will execute my FMP. With combining all my research and everything which I have learnt over the past 3 years, I want to create a concept with specifically focuses on the new and future generation with looks primarily at how they react and in-teract with marketing and show a new strategy to improve the state of the generation’s re-lationship with the fashion marketing.

Going back to my personal branding I spoke about a collaboration between two luxury brands which correlate well towards my personality and overall aesthetic. Gucci’s classical and traditional approach resonates well with my more traditional personality traits.

I feel with the brand becoming very much digital orientated, I wanted to rebrand something which looks back on their previous marketing tactics but still uses their refreshed digital approach. However, on the flipside, Balenciaga has always been quick to bring together strategies to keep on top of the digital fashion which is constantly growing. I think the quirkiness and the irony of the brand connotates the other side to my personality being quite bold.

Combining Fashion Houses which best suit my personal branding

Furthermore, in terms of appealing to the new consumers of Gen Z, I think the overall characteristic’s which the two brands represent are similar to the stereotype of the generation being quite sarcastic. I wanted to create a collaboration between these two brands because with them both doing well in to fitting in with the metaverse, I wanted to bring something back which appreciates the traditional side to shopping and marketing. The new generation has been brought up from a young ages fixated on to technology, it has stopped them being aware of the reality of the world. Technology has grown to be a way of how people communicate with one another and has developed people becoming more self-conscious in faceto-face contact. With baring this in mind I wanted my concept of a shop experience to force and allow people to socialise and be introduced to more people. I hope for my collaboration with these two brands will attract a wide variety of Gen Z and build the communication from brand to consumer making it more Gen Z orientated.

Second Life is an online multimedia platform that allows people to create an avatar for themselves and have a second life in an online virtual world, initially released in June 2003. It was designed by Philip Rosedale, then went on to be developed and published by Linden Lab.

Second Life Understanding the jump into the metaverse from numerous brands already, it is clear that the connection between gaming and the Luxury marketing sector is appealing hugely to my targeted generation. A collaboration with Luxury brands and a gaming platform which has been nurtured into the targeted generation is going to be a keyway of grasping their attention as it is almost part of their upbringing. With that being said, I think it will allow the generation to feel considered and appreciated which is instantly target the generation and can be a way of appreciating the metaverse and diving deep in the virtual world of marketing. With researching luxury brands which have collaborated with gaming platforms, I am going to combine my Gucci x Balenciaga brands with an early 2000’s gaming platform called ‘Second Life’. Second Life is a virtual reality game which allows players to create avatars of themselves and live their dream life. with an 80% of google users giving the game a like, I think it shows good popularity and a fitting game of showing a virtual side to the collaboration. the users of the game are known as ‘Residents’ to which they can create visual representations of themselves and they are able to visit different places, objects and other avatars within the game. They are able to explore the world known as a grid, where they can socialise, participate in both individual and also group activities. With socialising being a key elements of my collaboration, I feel this gaming platform fits well within my aesthetic of bouncing Generation Z back into the reality world but keeping the virtual element. I intend to let audiences who visit my pop-up store to create their own avatar then dress in new garments in order to see what they suit and dress themselves to their desire to see what they like and potentially buy. With the generation previously reacting well to already done collaborations with video games, I have thought of a way in which they can feel more personal to the brand and also be able to interact with one another with almost an entertaining experience.

How I intend to fill the gap? With previously spoken about the identity of Generation Z being quite minimalistic and extremely fixated on their online image. I understood in order to close the gap in the market of marketing to Generation Z, it is important to grasp their attention with eyecatching and bold imagery. Looking at a iab.uk it talks about how the Generation has an extremely low attention span and it is becoming more challenging to engage and keep them interested. With different strategies being experimented with the generation, a ‘social revolution’ of short-form video seem to be the most successful way of engaging. With Tik-Tok and Instagram reels being popular, I think it would be a key element of advertisement and grasping attention. With that being said, in terms of creating content. I intend to create moving imagery as well as bold imagery which I will use as posters for the event of the pop-up store. Making sure they capture those ‘Instagrammable’ settings in order to get the best picture for Instagram. As I recently said, I think it is important to go for something which is liked by the majority of the consumers rather than a minority as it is more likely to be more successful outcome. By having something visually appealing and that can be captured for social media will have a positive response. Creating a concept which is ‘Instagrammable’ for Gen Z to want to capture and use for their online profile documenting what they are doing. With an experience, this will let the consumers interreact and visually understand and see the collaboration, which will help them feel considered and it is more likely to attract a majority. An appealing appearance will give consumers a perfect opportunity to capture and show off what they are doing as they are very conscious of how they are perceived on Instagram. With allowing everyone to be able to interact with each other, it will force the generation to mingle and socialise with one another when putting them in an environment where they are around new people. This will help massively with the anxious and nervous characteristic the generation has form [4] and will allow them to have the reality and physically enjoy a clothing line without just seeing it on their mobile phones.

Colour Looking specifically at the how I plan for the colour scheme of the collaboration, I think it important to take inspiration massively from the targeted generation and what sort of aesthetics of colour they as a whole are more drawn too. With looking through a wide variety of Instagram accounts and how they dress, what they take pictures of and looking into their characters, it is clear they enjoy more neutrals and a more minimalistic approach. Liking a cleaner and neater look, correlates well with the over-production and ecofriendly elements of the collaboration because it shows a transparency and an easy understood concept. The chosen colour scheme of neutrals and tones allows a futureproof feel which is hugely necessary to the trend as it must be able to be fitting for future generations in order to be successful. In order to keep interest and attraction, I think it is important in incorporate a slight touch of colour as it keeps the branding to stand out. I intend to keep to bold monotones but allow colour to draw attention to specific parts.

Parallels collide consists of a shopping experience which is designed to bring the diversity of the metaverse in with the physical reality of a shopping experience. Researching deeply on how the new generation interact with both physical and virtual reality of shopping, I think the marketing world is desperate for something which allows consumers to have no choice but to interact with each other in person. The most stereotype trait of Generation Z is that they are completely fixed on technology and with around 47 million TikTok, Snapchat and Instagram users being Gen Z, according to an eMarketer article. This generation are the biggest influence on the evolution on the relationship between marketing strategies and technology. As technology has advanced over the past 20 years, I think that as a community everyone has fallen into a hole of being glued and fixated to their mobile phones leaving many people unsociable in traditional form. Panning back to my personal branding, I decided to take a slight controversial approach and focus on a more negative side to my personality. With recently talking about my more vulnerable traits and how I have a hard exterior, I wanted to create something which would help me concur that. Researching and looking through a university of Alberta, I discovered that mental health in Gen Z the percentage spiked 75% in regard to anxiety and mental health. I think in terms of socialising, it’s something the generation have begun to struggle with as they are becoming far too comfortable with online friends and not physically meeting up and socialising with people. With this in mind, my concept is going to be something where people can interact with each other and something which can involve technology in a healthy and bring together a community way.

A personal room to make consumers feel considered and are focused on the experienced to engage them.

Garments are displayed in a minimalistic and neat attire in order to help support the image of a well executed branding collaboration.

Neutral colours to appreciate the luxury branding making the experience a luxury adventure. With a plain setup it allows the mirrors to be the main focus.

The Pop-Up Store Touch screen mirrors which will mimic a touch screen mobile. Consumers will. Create their own avatar which looks just like them and will then move on to them dressing the avatar to see what garments best suit them. Adding my personal imagery to show how my imagery will be positioned

Garment display which will have limited stock to help tackle the over production issue. Any garments which would like to be purchased will be a case of ordering from pop-up store then delivered to their address.

As a first draft of my pop-up store, I have decided that minimalism is key, throughout creating the layout, I think that a more spacious layout would be more sufficient for the targeted consumer. with my spacious layouts, will allow more people to join in and have a look where it also allows the main focus to be the virtual experience. Going with my colour scheme of monochrome, with a sophisticated and professional scene, it will show the luxury market and also correspond well with the Generation and their chilled-out personality trait. With it being minimalistic and aesthetically pleasing I think it is something which consumers will enjoy capturing and uploading on their social media. With that being said I believe this will be marketing with itself, building a platform from consumers who enjoy posting their day-to-day life on social media will help tag the pop-up store online, creating a marketing campaign alone with a domino effect. With more and more consumers uploading their latest adventure to my pop-up store, it will be more inviting and stand out making others feel they can’t miss this limited time experience for Balenciaga and Gucci. Appreciating the luxury market which my collaboration is going to sit in, I feel an experience and luxury feel with a pop-up store is going to be something which is going to be enjoyed by my targeted consumer. The reasoning I have chosen a pop -up store is because I think with it being a limited time, will grasp the attention of my targeted consumers. a minimalistic aesthetic, I think will keep it simple for my consumers to remain interested in. with the interactive mirrors, my targeted audience already have a good understanding of technology so they will instantly grasp the hang of how the devices work. As well as that, I think it will be interested by a millennials and also future marketing generations which I think shows it is sustainable and futureproof. I experimented on an online app for the layout and show visually my plan of how it is going to look. I like the privacy look of the setup and also spacious setting as it applies well with the mysterious feel I want to portray as well as the minimalistic feel.

Planning my shoots Before putting together a photoshoot I decided to put together a clear idea of what I am wanting to achieve. This photoshoot will contribute towards promotional posters and potentials ads which can be used for online and for surround the event when it is happening. After pulling together various mood boards of what I like and aesthetic I am looking to get, a theme of understanding the chilled and laid-back personality of the targeted generation is what I am looking to reference. From looking at previous collaborations, I would like to take a less colourful approach in order to stand out and go for rather dark lighting and a simplistic feel to keep it grasping the targeted audience’s attention. Incorporating all of my elements, I intend to do a location shoot which will be the main focus then a single figure which will be dark and mysterious as it will grasp attention and be more inviting. With that being said, I think location shoots show realism and reality of my concept. I plan to take my shoot in an everyday setting such as a car park to give an edgy feel which I think will be appealing to the targeted consumers. Using various props, to enhance lighting and to darken the background, experiment with different angles to try and get a unique image. I think using these sort of techniques will help achieve the aspired mysterious feel. Using the idea of rule of thirds to achieve main focuses of images and symmetrical imagery to maintain professionalism. For my models, they will wear dark clothing in order to keep the correct focuses and the chilled aesthetic.

As part of my planning progress towards my location and studio shoots, I decided to collect a range of photography which I will use as inspiration towards my final images. I went for a streetwear and relaxed attire, with more greyscale and dark colours with subtle colour. I really liked the idea of unique angles and experimenting with the shutter speed of the image to connotate a clueless and engaging image. 12

Wanting to include more natural photography in my images, I decided to do a natural and candid location photography. Sustainable and overproduction is a bold element in my FMP, so I thought the best way to show this is in a natural setting as I think it will contribute well with my ambition to keep the concept eco-friendly. I decided that I wanted quite an urban aesthetic which I could capture my model in a natural setting but experimenting with different angles and posing. I created mood boards where I brought together a range of imagery of angles and lighting and setting which I liked and wanted to recreate correlating well with my concept. Adding a subtle amount of colour, as I think having a low amount of colour is enough to grasp attention but also keep a professional touch as it is luxury brand marketing. I like these images because they show off bold and unique posing and alternatives of how different angling of the camera can be explored for an eye-catching narrative.

Risk Assessment Ensuring my photoshoots, I am going to be capturing, I must make sure that it is executed well as well as making sure it is a safe environment for myself and models. With aspiring for the photos to be shot in a car park. I am going to make sure I am in an area which I am away from cars and if cars do appear, move everything out to way to minimise any hazards. I plan to take a few photos by the Chester canals which has a hazard of potentially falling in the river. For that being said I must ensure that everyone involved in the shoot is wary of their surroundings and also take extra care with where we are.

For this I uploaded it to my university course account where I was able to clearly see how it would look on new feed on Instagram and also look how it would look like part of the classic Instagram profile grid. With it being a moving image bouncing back and forth I think it will grasp attention. With social media being a huge part of my marketing, I hope it to be easily recognisable and appreciated by my chosen audience. http://www.instagram.com/selinawilliamsx_fmc

For my test shoot, I began experimenting with more controlled lighting and more focuses posing in a studio photoshoot, to gain an understanding of how the branding can be captured for promotional and marketing imagery. Looking specifically to mimic the avatar, I made my model pose strictly and postured to clearly show off the outfit and the 360 angle which I felt was a must to get the avatar aesthetic and virtual character feel. For this shoot I used a white back drop in which I could easily cut out the background with my model afterward with a flat lighting set up of two light boxes. Both light boxes were positioned in front of the subject and placed just to the left and right of the camera. This is to light up the entire face and body of even lighting across the image. Once I captured my desired images, I placed them into adobe lightroom where I altered elements to tweak lighting rotation. I began by decreasing the exposure as I wanted the facial features and tattoos to be prominent. I also decreased the temperature as I wanted a cold look. Finally altering the brightness and saturation of my chosen images they finally corresponded well with each other. When editing them, I felt the colour look was slightly off par with the luxury branding them, with that in mind I began looking at different filters which could bring it together. I found the sketch look was bold and different and I felt it would catch consumers eye as the neck tattoo of the model was bold and the laid-back stance applied well with the consumers aesthetic.

Test Shoot

Finally, I brought my final six images in a gif creating app where I was able to put the images together where it created a three second clip of the images bouncing back and forth. Overall, I am happy with the monochrome theme I have portrayed with these images as it is simple yet effective and will grasp attention of the targeted audience as the backand-forth gif will engage the consumers well. Mimicking the avatar idea with a photoshoot, I think I have brought the idea of virtual reality and realty together with the model but edited with a vague and outlined filter.

Photoshoot Although enjoying my studio shoot, I was certain I wanted to incorporate an outdoors into a location shoot as it combines the natural and sustainable elements into my concept. With that being said, I decided to plan a shoot where I could experiment with lower angles and outdoor settings. For this I intend to have a model as the centre focus and remaining the dark clothing and minimalistic feel. However, I want to have slight colour which will represent the sustainability and the reality of social media. With my concept combining the realism reality and the metaverse, I think dark colours with slight distorted brighter colour I can portray my idea through this. After my location shoot which I did around town centre and the canals in Chester, I captured my model in a more everyday setting, incorporating graffiti and more edgy elements. With initially, wanting to have more monochrome setting, I thought it would be more attention grasping to add colour in order for my FMP to stand out. I think that over all the distorted angles allowed me to hide the subjects face as a mimic of how you hide behind your online profile. As well as the more full body images which allow appreciation to the background and bold colours of the location. With that, it allows a busy setting which applies well with the reality element of my concept.

Once I collected my desired images, I uploaded them to my computer where I could insert them to Adobe Lightroom. Where I was able to heighten the saturation and bringdown the brightness in order to make the colour in my images stand out. I particularly enjoyed the neon sort of colours which was shining through, which I applied to all my images. With the neon being combined next to the darker parts and the subject I think brings the focus to the correct elements and increased the clarity to rough up the image slightly as I think it harshens the image for more grasping attention to the targeted consumers. I think the way I’ve edited my images, I have portrayed the characteristics of the target consumer and also been able to portray my concept in a unique and bold way. Finally, I added some lightening edits where I could place my logo and show a more digital and metaverse feel. I find the filtered and colour edits I have added over, can relate well to a dimensional feel being the metaverse and it brings the futuristic feel. The colours are bold within a chilled setting which can also connotate the Gen Z community whilst their bold and outgoing personality shining through the bold colours.

Garments / Logo Looking at potential garments which can be used to towards my pop-up experience, I looked how I could incorporate my designs whilst combining all segments. I initially added the parallels collide logo as I thought it was important to make a recognisable t-shirt. To which I then added my edits as a source of digital fashion. I felt that the edits show edits from the gaming platform second life and appreciated my more primary images from my photoshoots. Overall, I think I have grasped my entire concept with including all my elements. Using screenshots from the game itself and combining them with my edited photography. The second life avatars are very realistic looking, and I think with how I have edited my photoshoot imagery, I have grasped a similar feel which I think is correlates well when lines up together. In collaboration to Gucci and Balenciaga, I felt branding my garments wouldn’t be in either of the brandings nature to include their logos. However, In terms of future garments, I think that more patterned t-shirts would be more sufficient to the Gucci side and potentially the edits to mimic the branding behind Balenciaga. Gucci is iconic to their patterns and I think a good way of keeping Gucci recognisable is to use their iconic patterns. However, with Balenciaga, I think that mimicking their unique bold edits have been channelled through the edits and logos. In terms of my concept logo, I edited my font in photoshop connecting the double L’s in both words. The narrative behind ‘Parallels Collide’ is combining the metaverse with physical reality. With fashion houses becoming more and more engulfed in becoming more digital, new consumers are becoming more fixed on the internet. With my concept being about bringing more traditional shopping strategies, I want to create a concept where consumers can interact with one another whilst appreciating the digital world.

Narrowing down my final images on my opinions and overall thoughts, I think I have shown my concept through my images which I will intend to show as posters and advertisement posters for my concept. My first three images come from my initial shoot, this had luckily worked better than I initially planned as I had the idea of a gif which will be used as an advertisement pop-up on social medias and also be the gif which will bounce back and forth on the interactive mirrors when consumers enter the pop-up store. The sketched filters adds a mysterious and minimalistic dimension which I think will attract consumers with the edgy and not perfect looking subject. I also think that the sketch look ties well with the avatar look from the “Second Life” gaming platform which I am using in my concept. I think the minimal detail to the body and the fact is massively similar to the avatars seen on the game. With this image I am using along with moving advertisement images and also on merch, I think I can combine my FMP as a whole with these ages. As initially only being a test shoot, I think I have been able to edit and create a moving image which will engage consumers with brought to life image, the bouncing back and forth will grasp attention and with it being just a moving image will help keep the consumers grasped with their shortened attention span. With it also being minimalistic yet effective it will encourage gen z to want to explore more.

With this image, I had the idea of wanting to show a reality check and a metaverse being combined with everyday life. With this I edited in photoshop where I looped the image together creating the whirlpool effect. I then brought up the saturation and darkened the shadows where I was able to show a distorted and futuristic colour scheme and overall image. I also think that the centre of the image, create a sense of hallucination where it shows mystery and distortion which I think is going to be massively attracted to by consumers. I like this image because it doesn’t clearly show what it is, and it is a case of going closer to work out what the image actually is. With this I think it is more engaging and more inviting to consumers. As an arty sort of feel I think it is a new and diverse image which will enhance attraction to the concept.

Another one of my images from my location shoot for my final images, I experimented with from an ‘Ant eye view’. This image is going to be one of my advertisement posters which I will as a pop-up whilst consumers are browsing on their social media. For this image I added a filter to incorporate a digital feel which represents the metaverse and the online feel on top of a location shoot image which is looking down at the camera. The subject itself, I distorted it also like a loose puzzle as I thought it would represent the digital profiling. With the subtle colours in stand and the distant I think it brings attention to the subject slightly. With the subject also being dark and almost just the silhouette, it brings a mystical and engaging image which I think the consumers would like in regard to the streetwear being worn and the relaxed candid pose.

With this image, I wanted to bring a more futurism and clear yet distorted look. I like this image because the subject is looking down on this phone which is a huge characteristic of the Gen Z life and I think the loop this is going through his legs is showing the not realising what is going on in real life. With Gen Z being very unsociable and not realising what is happening right in front of them whilst they are on their phones, I think shows the reality check which I want to show. The idea of the real-life flashing before his eyes and not realising what is going on is showing the ignorance and the shaking of reality is something the generation needs massively. for this images I selected a strip from the image, stretched it then selected the polar coordinates creating a circle where I was then able to edit it to look as if it is running straight through him. This image will also be an option for advertisement and pop-up posters as I think the unique but simple and effective look will be noticeable and bold to my targeted consumers. 30

For this final image, I wanted the relaxed feel from my images to shine through, as it is a stereotype from my targeted generation, I felt a more edgy and relaxed feel would grasp attention and be relatable to Generation Z. initially, with this image, I darkened the exposure and the brightness then increased the saturation and the highlights to spotlight the graffitied wall and the subject. once I had done this, I wanted more colour as I wanted to add an element of a supernatural feel, which lead to the blue and pink tones. Although, initially wanted dark monochrome theme, I think this grasps my concept quite well and will attract my consumers a lot better with the eye-catching colours and the relaxed setting. Finally, I think the bold colours and the graffiti combines well with the consumers interests and attractions and I believe it will be an eye-catching advertising to my concept.

Video Marketing For this segment for my marketing campaign, I looked into created a short three sec-ond video which will be a pop-up advert between browsing on Instagram scrolling through feeds and looking through stories. Being someone who enjoys looking a pop-up adverts, I find they are the most engaging and most effective when it comes to promoting a brand the Generation Z. For this edit, I created it alongside my photoshoot as some moving imagery, however I had the idea of getting my model to walk up and stand on the camera blacking it out where I can go then go and edit my ‘Parallels Collide’ logo and inset s swipe up for more advert. For this I feel it is bold and unique which almost opens up the third wall making my targeted consumers almost feel like they are being spoken to. I think with this it also shows transparency and shows a purer side to my final major project because of the clouds and the outdoor feeling it shows. http://www.instagram.com/selinawilliamsx_fmc 34

Throughout creating my concept of my final major project, I feel that I have learnt a lot during this process of understanding my personal branding and combining that with fashion houses in order to enhance their engagement with new generations and consumers. In combination of understanding how different fashion houses market their products and garments to consumers, it was interesting to see how I could enforce my own strategies to their marketing and show how I would market to the ever-changing consumers. in addition to that, I was able to incorporate my learning over my past three years of university at Chester and was able to lead however I chose best for my concept. This project was about creating a concept where I had to bring together and plan a project to market to the future consumers and in an ideal situation led it to be adaptable to future generations whilst also combining sustainability. Sustainability I think it crucial to a trend created in this day in age as its important to understand the state of the planet and how fashion can be created whilst being mindful of it. With understanding what I needed to create, I came up with the strategy of creating a pop-up store of a collaboration with Gucci and Balenciaga. With Gucci and Balenciaga being relatable to my personal branding, I admire the brands marketing strategies of keeping to their recognising branding but adapting it to the consumers which each of their trends are aimed at. I also think that the brands already began to meet with the metaverse and incorporate it into their branding however, I felt it was done in a way which didn’t necessarily bring popularity. With that being said, I thought that a pop-up store which had elements of the metaverse but also appreciated the more traditional aspects is something the new consumers would enjoy more than showing something completely digital. Previously speaking about how the future generations are becoming more and more unsociable and extremely fixed on to their mobile devices, my ambition was to create a concept where consumers can use technology but in a more interactive way, with three big mirror screens where consumers can create avatars, they are able to speak to one another. With an avatar they can dress on the screens, they can ask one another for opinions and appreciate the concept as more of a community. Concurring the concept of that generation Z are anxious in social situations, they can build their confidence

with

socialising

with

new

people.

With my photoshoot images, I feel I have shown visually the chilled and laid-back stereotype which hugely relates to my consumers with their characteristics. The bold colours I feel are eye-catching for my audience and I have understood how to market to them in a unique way appreciating their interests. Alongside, with my garments, they are minimalistic and yet something which consumers would wear, creating garments which are unisex and limited stock I feel they can be easily monitored and produced to the demands which can massively help towards the overproduction crisis in the fashion industry. Lastly, in terms of my short clips / gifs, I felt the short panning videos would be more viewed by my targeted generation as it is long enough to grasp attention and explore more. with the targeted generation being enjoying shorter and straight to the point videos and enough to engage their attention and find out more about the collaboration. In terms of challenges within my concept, I did have to gain knowledge of the second life gaming platform in order to create avatars and understand full the concept of the game. I think that with grasping an understanding, I have a been able to create garments which mimic the game and also combine it with my luxury marketing houses Gucci and Balenciaga. With Gucci and Balenciaga being my chosen fashion houses with correlate with my personal branding and also the marketing strategies I wanted to create for my concept. Overall, I think I have combined all elements within my final major project in order to create a theory to market to consumers and narrow the gap in the fashion industry. Understanding the idea of future consumers and their need and necessarily giving them what I personally believe they need to enhance their place in the world. Creating a concept where it appreciates the physical reality and also the metaverse in a traditional aspect I think is something which is going to be appreciated by not only my targeted audience but broader generations.

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Selina Williams