Research Book by selinawilliamsx

Research Book

STEPPING INTO DIGITAL FASHION

Moving from my branding me and 360 campaign, it was time to understand my ideas and show the potential of a successful branding broadcast involving sustainability and involving technological tactics which allows futuristic proof. Overviewing what was stated throughout my 360 campaign for my final major project, I spoke about planning and showcasing a pop-up store from luxury brands Balenciaga and Gucci, targeting primarily at Generation Z. understanding the demands and elements which helps Gen Z notice is crucial to involve something which is going to stand out digitally and physically. With having a PR approach to my final major project, I will use my understandings to promote a branding campaign to the new consumers in a modern and future proof direction. Technology and sustainability has grown to play a significant part in the development of the fashion world over the past 25 years, leading to constant evolvement in the nature within the industry. Showcasing the development and the leading up to a staple event for a brand, it is crucial to understand the consumer profile.

The METAVERSE STEPPING INTO THE METAVERSE

The metaverse is the digital online communication scheme where users communicate with others via social media. The interpretation of the metaverse, is demonstrating in multiple ways of being able to communicate with friends and being able to make friends. The rebranding of the metaverse includes numerous online games and socialising digitally. The history of the metaverse both as a concept and as embodied multiple distinct online spaces identifying the following elements that define a metaverse. Anything that has any business using a shared social space with avatars to represent users. On a web site or social media network, users are represented by a username or thumbnail picture. In the metaverse, you're represented by a customizable avatar that can move, speak, and/or perform animated movements. These kinds of avatars have been common in all sorts of online gaming and social spaces since the '90s.

Fashion has always prioritised creativity, social codes and technologies have enabled societies to evolve. Understanding that technological elements are taking over the fashion industry, it is important to use this within my research. With the metaverse and creating a physical experience which everyone can participate in, I think it is something which can show an innovational approach but still having a controversial approach. The sustainability of fashion, over the years it has been indicated as more of a trend and become more popular culture among the consumers. In addition to that, cultures and consumers choice also play a huge part in the direction of fashion, in relation to making sure trends of garments and products are successful. As being a product of a marketer of the future, I think it is important when looking into development of the industry in the future, it is sustainable and caters for new generations to how they communicate with brands and products. With clothing waste becoming more significant, I want to create a campaign which can resolve this and develop something which doesn’t involve mass garment production. Throughout my 360 and my personal branding I understood that my vision wanted to resemble reduction of over production and contained advanced technology which made a shopping experience for the new generation. With using technology as a priority, I think it shows futuristic proof, and will help with sustainability. From these principals I have decided on, I wanted to look down a virtual direction. A virtual concept will be for sure future proof and something which will grasp attention from my target generation (Z), and I think will also be something future generations would also enjoy. For future research for my development for my 360, I am going to research more brands which have collaborated with gaming / digital platforms to grasps a deeper understanding the metaverse colliding with fashion brand and how successful the overall collaboration was. From this I can get an idea of how I can pursue something in a fresh and bold way catering for new generations.

PERFECTING MY IMPERFECTION

Reflection I felt that it was important to make my final project involve my aesthetic, interests and elements which I believe in. Bearing in mind my this could be my calling card when being interviewed and considered for jobs in industry. Everything which I have learnt throughout my three years will shape my final outcome towards my degree. My idea for my project grew from my personal branding, and I quickly understood a lot of my branding stemmed from my self-reflection and understanding my true self. The overall concept for my branding was understanding that I’m quite a self-conscious person who worries and overthink how I am perceived towards my peers but having a hard exterior to be seen as un constructable. Thinking back to my personal branding, I believe that my hard exterior personality came from a very vulnerable teenage years where I was in an extremely judgemental environment with former friends and feeling like I has to be a certain way in order to feel accepted. Being from a small town, everyone knows everyone’s business and I think many people felt like they couldn’t be their true selves in order to not be judge and I always felt the same. A key theme in my project is vulnerability and I think it is very relatable to a wide audience as I feel a majority worry about the feeling of acceptance.

HOLDING YOUR TRUE IDENTITY AS CLOSE TO YOU AS POSSIBLE

THE CONSUMER I believe the trend of streetwear is not going to be shifting anytime soon. I think this because in terms of the new generations, the chilled and effortless style is something which a majority of consumers enjoy. With Virgil Abloh stating that in his opinion streetwear “it’s definitely gonna die”, I believe that with more and more consumers becoming more chilled with their style choices, it’s something which can’t go out of trend. With my consumer as Generation Z, they are the evolving consumers which are going to be the crucial part of how the industry grows. Throughout my research, I prioritised understanding the physical and mentality of the consumer as a whole, thinking about their interests and overall personality. 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 revolve around being glued to their devices and not necessarily living in the moment of reality of life. With that being said I think that for my FMP, I need to include something which brings together the elements of people having to properly interact with each other. With the stress of seeing influencers and celebrities on social media, I think it adds stress on how consumers want to look. Throughout my findings I believe that generally most of the consumers tend to be very fashion conscious. As reality stars play a big part in the consumers life on social media platforms, I feel they are pressured into looking a certain way. All wanting to fit in to the latest trends, gen Z all buy the same sort of stuff leading them to all look very similar. Even to facial features, hair and body type many Gen Z will go to extreme changes into their appearance to be trendy.

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Consumer Data With collecting data from members of Gen Z, it was clear that social media as digital advertising is the best way of grabbing attention. Generally, Gen Z enjoy music and I think that with showing brands with celebrity customers will have a huge impact on Gen Z luxury marketing sales. Ads during scrolling through social media and in-between videos is more noticeable. This is the route which I think will have the best turn Thinking back to my personal branding and talking about feeling like having to be a certain way in order to feel accepted, I think a dynamic where it forces people to interact with each other, it is something where people have got to feel confident and be proud of who they are. With the majority owning some sort of technology gadget, they are faced with the advertising world daily. This is a solid entrance to how marketers can grasp their attention. This being digital is the best way in order to keep my branding strategies future proof which will therefore keep it sustainable. Referring to a business of fashion article, it seems that in terms of advertising generation Z are still drawn to fast fashion brands. with the article stating that through the pandemic the brand ‘I Saw It First’ had experiences a 62% increase in sales. Which goes on to explore the ‘Love Island’ collection which launched in the summer. This harmonises well with my statement of showing an understanding in the consumers interests. As a majority of the consumers interest being in reality celebrities and social media, I think it is obvious that a collaboration with a popular TV show such as ‘Love Island’ would have a huge financial response to relation to Gen Z. I believe that something so interested by the new consumer is the best way to get a successful response which I will use to my advantage in my own project. Another business of fashion article stated that Generation Z enjoy exploring new trends. However, t out from my project and is the way it is going to get recognition. Another strategy for my work is a popup shop. This will show importance and will create a rapid response.

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Over Production Another issue which I am hugely considering throughout my final major project, is over-production. Over the years there has been multiple luxury brands which have been accused of destroying unsold stock which has led to many having backlash for non-sustainability claims and leading consumers to respond feeling not considered in terms of the transparency of the company. In 2018, articles were released of Burberry burning their unsold products. I think that the luxury market is built on the narrative which luxury items are created under exclusivity. With luxury items being a status symbol, I think it’s important to when creating a line, to understand the demand of each product individually before reaching chances of overproducing. I felt as it was essential to highlight this issue as I think it’s essential to consider sustainability with the industry facing a broader pressure to reduce eco impact. In order to move forward fashion must also embrace the idea of having a future proof products which can be elongated for however long is desired. The aim of my final product is to connect the consumer with the evolution of a more sustainable world.

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GUCCI & BALENCIAGA

LUXURY MARKET In my 360 campaign, I decided to focus on the luxury market targeting the Z Generation. This is because, it is obvious that this marketing sector, doesn’t focus on this generation and I think in order to survive, the ages the generation are at now (12-23) they are more interested in their appearance. In terms of the luxury market, I think many houses struggle to maintain a bold internet presence, which is why it lacks popularity from the generation. In order to react well with the targeted consumer, it needs to be something which is going to stand out to them and something which keeps their attention. This will fix the gap within my marketing sector as with my plan with showing such an interest for the majority of the consumers it will experience a successful response and brand popularity. My plan is going to be a collaboration for luxury brand Balenciaga and Gucci. With the traditional contrasted with a controversial ironic brand, it likely to appeal more to the consumers as they will appear intrigued. Within, my pop-up shop I intend to give consumers and experience which something they can document and take pictures to put on their socials. This will attract more people to come and have a look. To be able to produce this, I am going to need somewhere which already has a lot of people and somewhere which is easy to get to. A shopping centre is somewhere where many Gen Z would go to and I think it is somewhere which will grow brand popularity. To achieve a successful project, having a huge promotion on social medias is vital, I intend to create small animations and edits which will be designed to come up on newsfeeds is a way of engaging consumers of looking and making them want to find out more.

L u x u r y M ar k et

Luxury Market X Technology

In recent years, technology has become more and more essential within the fashion industry. Luxury retailer sector has been experimenting many advanced marketing strategies over the past decade, which some have floated, and some have sunk. Many retailers have identified ways of sustainability as one of their main priories for the coming years. With many luxury brand recognising the importance of providing in-store retail technology and sustainable platforms to cater for the next generation of luxury consumers. however, it is important to be selective about how instore technology can be executed successfully, to provide a high-quality website and to extend to extend the brand’s presence to social media platforms. This is so brands can stay authentic to their targeted audience boosting the transparency of the brand leading to far stronger brand loyalty. It is therefore crucial for the luxury industry to incorporate technology to create a seamless brand which incorporates the sustainability as well as the technological side. This is because it is becoming more complicated to have a good physical store as well as an online store with most brands only prioritising one. The physical store is an important element for luxury retailers to showcase their brand and helps to create a connection to the consumers. opening a store in the right location is therefore key to successfully showcase the brand. With this being said I think a physical store with a more digital approach is what will attract the new consumer best. With technology hitting its peak in recent years, there are many ways in which brands are using this to their advantage in order to create a successful brand. For example, Instagram has recently installed their first shopping feature which enables users to shop whilst browsing on the app. On mobile devices, customers can easily browse through the various items with one click and then purchase. However, some brands have received backlash from consumers who received items which are misleading, but with new virtual platforms arising, the marketing game is changing and merging with physical and online retail. With this in mind, this is where I am going to take my idea of marketing to the new consumer as I think it shows a good way off broadcasting product and distributing a fault proof marketing strategy. With try- on avatars becoming more and more popular, it is something that helps consumers to communicate with shopping better.

T he N arrative

THE NARRATIVE Going into more depth about my final major project, I came to the conclusion that I wanted to create a shopping experience which is primarily aimed at Generation Z. With the generation becoming more antisocial and a community where online is the go-to, I think it is time to bring a product which engages the consumers to one another and allows them to shop in an interacting way. My idea stems from thinking about how technology can be moved forward within the fashion industry and how it can be constructed in a way which is future proof and brings together the concepts of virtual reality. Creating a pop-up store in major shopping centres giving consumers just limited time to come and view it. My idea for a pop-up store is that you will walk into a room surrounded by four mirrors facing each other. Fitting around eight people at a time, each person can stand infront of a mirror and choose clothing which they would like to try on by clicking the screen infront of them. With being in an enclosed space with other people, it allows people to easily communicate with one another and ask for opinions on clothing and look for inspiration. I think using a popular space ensure there will be a good popularity rating within gen Z. Showing an event in a popular place where many members of the targeted generation I think is the best way of promoting a collaboration. This is because it is low cost but will still show a large impact. I think a pop-up store situated in the centre of a large shopping mall, will have the greatest impact because it is easily accessible and is easy to gain rapid popularity.

T he N arrative

SHOOWING THE NARRATIVE OF GEN Z HIDING BEHIND THEIR TRUE IDENTITY WITH THEIR SOCIAL MEDIA PROFILE

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WHY WAS THIS CONCEPT NOT SUCCESSFUL IN THE LATE 90’S? In the early 90’s technology was attempted by a few brands in advertisement and product. The first record of digital marketing for a fashion brand was GAP in 1997, where they had recognised the value of digital retailing. With many brands of this time weren’t sure of the new evolution, Italian fashion designer Valentino Garavani spoke in an interview in 2001 said “personally I believe that clothing should be seen up close, I don’t believe in internet or video purchases, because while they can provide the experience of the fashion show but, I repeat, not the reality of the dress.” (cengage.com). With that in mind, it was clear that the future of fashion wasn’t imagined combined with new discoveries of inventions and I think once technology became hugely popular was the time where it became more vital for everyday life. With that being said, when digital fashion was attempted in the late 90’s, it wasn’t successful. With the more targeted consumers of this time being more Xennials and Baby Boomers, it was generations which weren’t familiar with new technologies, which is why I think the idea flopped in that time. With nowadays being hugely more dependent on technology and new generations being more understanding of technology I think is the right time to show off new digital fashion. Gen Z has been brought up with technology since birth and I think it works in marketing favours as Gen Z are more curious on new technology. With my FMP already attempted before, I believe that it is going to be more successful now due to the new consumer having already an understanding of technology.

H ow i intend

HOW I INTEND TO MARKET MY CONCEPT In terms of advertisement, a lot of marketing brands choose to use social media and pop-up adverts as the new generation thrives from their online profile. With a characteristics being that they take inspiration from influencers and celebrities via their social media and being very conscious of how they are perceived online. Previously speaking about how consumers have become more wary of what they upload and view online, they attract places which they can document on their Instagram’s. With baring that in mind, my FMP will be an aesthetically pleasing which will lead to people wanting to take pictures and upload online, where they will have a hashtag or a location to tag. This will be my main way of promoting the event as it’s a way of micro-influencers can show off their life, which will lead to people seeing that and want to come and look. With a pop-up shop, it gives people time to go and look and also make it more accessible for younger members of the generation. Overall, the main strategy of the promotional side to my FMP, is online presence and ensuring that the generation feel a relationship which will make them feel invited, this will lead to a wide brand loyalty.

H ow i intend

PARALLELS COLLIDE 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.

Gucci X Superplastic In February 2022, Gucci launched their first digital branding line involving a collaboration with Superplastic. Superplastic specialises with animation and digital collectables which had a semi success as it gain a lot of attention of younger generations. The element of creating a controversial approach to Gucci, shown a more virtual side to the brand. Virtual reality is something which Gucci hasn’t really approached before as its classic approach is a traditional marketing with more traditional fashion. Creating Gucci inspired ‘NFT’ avatars, it enables consumers to experience the latest metaverse partnership in the games new floating ‘New Tokyo’ world, fashion accessories for purchase by profile picture NFT owners and a fictional character called Wagmi-San. I think this was an iconic branding statement from Gucci as it opened the doors to a broader range of younger consumers. with the luxury brand focusing more on Millennial’s, I think it was a good time to approach a gaming platform to gain an understanding on the digital and virtual side to the modernising world. I looked at comment via social media on how the consumers reacted to the collection and many commented how it was a good way of boosting the brand into the metaverse.

Moschino x Sims In terms of success, I think that Moschino’s collaboration with Sims gain a lot of attraction. In 2019, the collaboration launched a range where it was showcased on the game’s avatars. the collection shows off ready to wear garments in the Sims universe. The collection shows models Stella Maxwell, Aiden Curtiss, and Denee K in a Sims-like universe, outfitted in the new collection. In one shot, the group appears to be on a virtual camping trip with each model wearing trompe l’oeil denim pieces, playing on the digital versus the material. The concept of this collaboration was to show a collection which is relatable to the Gen Z consumers. When Gen z was in their younger years, Sims was very popular for the generation and I think it’s a good was in communicating to the targeted consumer. Using an enjoyed game, I think it will help them feel considered. With the gaming platform, it was widely appreciated by members of Gen Z to this day and I think it boosted the popularity of the brand hugely.

Pretty Little Thing Virtual Model On the other hand, I decided to look into how a fast fashion brand launching a virtual approach would be shown to Gen Z, and in the beginning of 2022, Pretty Little Thing, set up their first virtual model. The social media-led fashion brand, based in the UK, announced via Instagram and Twitter, explained that the virtual model, marks the first step into the journey into the metaverse. The brand also talked about how it would ‘evolve’ and ‘show a range of emotions to truly react with the PLT customer’. Social media users quickly reacted to this launch with very mixed emotions. I looked into tweets and Instagram comments where users spoke how they didn’t want to shop for their clothes being on models who look even more unrealistic. I think that in terms of female users, they want body positivity and want to feel relatable to modelling. With PLT, showcasing models with stretchmarks and more natural bodies, consumers felt more acceptance, and more considered by the brand. It is a lot hard for a fast fashion brand to be accepted into the metaverse as I think it’s important to understand how the targeted consumers react. With this feedback from this collection considered, I am going to make sure my concept considers a more everyday feel whilst corresponding well with the evolving metaverse.

P arallels

TO CONCLUDE... Reflecting on my research and development of the very beginning of my final major project, I have looked back at the kills which I have developed and the problems, and how I can overcome. I have gained a wide understanding of competition and have looked deeply into how I can improve a concept which has been already attempted once. Moving forward I am going to look into designing and promoting the event applying all the knowledge I have put together. Taking into consideration how it can be executed in a sustainable and digital way which can grasp the attention on the evolving generations. I feel that I have grasped my personal branding and how I would like brands to market their brands to me, as I think I have the knowledge to understand marketing strategies to the new consumer.

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SELINA WILLIAMS