Pitching my concept in order to show a complete branding campaign with how it can be marketed, launched and adapted to keep recognisable branding. I will walk you through my campaign in how I intend to market a campaign which is completely transparent to my consumers and build a strong relationship between the new consumers. Having a successful concept and relationship between consumer and brand will result in easily adapted strategies towards future generations which will allow it to result in being sustainably led.
For my final major project, it combines the evolving metaverse with the reality of a shopping experience. Altogether it brings the experience of how a pop-up store can be constructed to force the new generations to interact and socialise with one another. My project tackles the anti-social and ignorant stereotype of the generation and will allow my audience to physically go shopping rather than it being done via their mobile phones. Addressing the fashion industry issues such as overproduction and sustainably, I wanted to create something which can be executed in a fresh and future proof way. I hope the experience will help the generation be more socialising with one another and bring back a traditional way of shopping with a digital fashion concept to combine reality with the metaverse.
The Idea Behind The idea behind ‘Parallels Collide’ is to make my targeted consumers being Generation Z feel more considered and individualised. As future consumers have a completely different approach to reacting to marketing strategies, it has been researched that the generation enjoy more personalised and more directly aimed merchandise. Stereotyping the generation, they are becoming more awkward in social situations and including my findings, it was seen that the consumers needed that reality check of made to feel more comfortable in socialising. Creating ‘Parallels Collide’, I wanted to create a concept where consumers could go and visit where they can be made to ask for opinion and mingle with peers and new people about the new collaboration. the idea of fitting rooms being virtualised, consumers can try on the new collection on their avatars and peers being able to see each other, it will allow them to concur that social anxiety and boost the generations confidence in public.
Digital Avatars For brands, hyper realistic avatars are everything. The avatars of the future will enable brands to empower customers to make better purchasing decisions by being able to see their avatars trying on products. This transition to the new digital platforms will essentially be a ‘try before you buy’ business model – by adopting a less of a ‘forced sales’ approach. The idea of avatars will help hugely with the problem of overproduction in the fashion production industry. With outfits being tried on digitally rather than physically, sales and production statistics will be able more easily managed. As well as individualising each consumer and their own avatar they are able to get in touch with their creativity and experimenting with garments which could potentially be out of their comfort zone. The process will be extremely straight forward as if a second nature to the consumers and they will be able to speak to their peers in what looks good and what they should try.
Impact on Industry With affecting the industry, I think it’ll be a trend that’ll help other competitors that trends can be created but being a collaboration, which contrasts the physical with the reality I think will be the first time the two have been complimented well together. Creating a concept which is able to be adapted to individualise each consumer, will help boost the relationship between the two. With each consumer being able to create their own avatar, it will lead them to feel closer and personal to the brand. Building a close relationship with brand and consumer, will help boost the brand loyalty, meaning it will have a high percentage of consumers which look specifically at future collection which are from Gucci and Balenciaga. Affecting the industry, it will bring the brands above many competitors as for a first, its looking closer at the relationship with the consumers. Generation Z are consumers which enjoy and want to feel considered in the industry and will be very drawn to this sort of collaboration as it’s an interactive activity which is minimalistic but boldly eye-caught.
Filtering a Conept Throughout the photoshoots, it was important that they were easily filtered to appeal and fit into the other aesthetics of store, magazines and social media accounts. Having minimalistic shots and bold edits on my images, allows them to easily grasp attention, and easily understood. Keeping constructive and easily followed branding campaign as with according to online article ‘online optimism’ the Gen Z community has a on average ‘8 second’ [2] attention span and with the minimalistic and bold text will keep my consumers intrigued and look deeper into my concept. The idea of having a campaign, with physical and reality combined, is easily followed for my Generation Z targeted consumers and I wanted to be able to follow different aspects for it to be attracted to all generation Z aesthetics and broader generations.
Marketing Strategies
With many fashion houses already diving into the metaverse, it was important to create a campaign which was bold and effective in grasping attention to new consumers and adaptable for future consumers. the gap in the market is how there’s is nothing that has been yet done to fulfil the needs of new generation and has almost missed many ways where strategies can be filtered to be aimed at Generation Z. With technology being around these generations from a young age, they have adapted the second nature of understand how technology works as they have grown through the experimental stages of digital marketing. Seeing what works and what forms of technology have flopped, the generation are now at the right ages to be marketed successfully. In terms of marketing strategies, social media will be the primary way of bringing publicity to my concept. Looking closely at Gen Z, they altogether have the biggest contribution to technology and the growing social media platforms. They are faced with understanding everyone’s lives are uploading to be seen all over their socials, as a way of communicating with others. As Gen Z, grow, their live re- volve around being glued to their devices and not necessarily living in the moment of reality of life. Consumers feel the stress from peers, influencers and celebrities of living that best life, they feel competitive and try and show that perfect lifestyle. Using that to the advantage making sure they capture those ‘Instagrammable’ settings in order to get the best picture for Instagram. 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. An experience 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.