Looking back at my concept, I created the campaign of a shopping experience which includes the digital and the metaverse world. The idea was to have a mysterious enclosed space which will create the idea of the targeted audience to want to explore what it is. Within the enclosed space it will be a well decorated area with few products where consumers are invited to create their own avatar and try the clothing line on their personal avatars. Enabling consumers to interact with one another and ask for opinions off people they’ve visited with and also new faces. This aspect is to concur the idea of the generation being a publicly shy and unable to speak to strangers and potentially help with their confidence in an unfamiliar setting. I looked closely at the generation’s relationship between technology and their mental health, the AECF organisation article [1] looks at the narrative behind Gen Z being very online socially active and not as much in physical contact. The article goes on to explain how technology provokes “intense feelings of isolation and loneliness”, talking about the social media side enhancing the feel of fitting into the perfect image to feel accepted into society. With many building an inaccurate sense of their life from influencers and peers, the generation go on to feel like they have to play up to these sort of surroundings create a huge sense of false reality. I’ve created a small collection of imagery which is the sort of aesthetic I am going for. Looking into virtual screening and the overall appearance of the shop its placed in. I find the minimalistic look brings together the professional and sophisticated scene which I want to portray with the luxury market being my sector.
Looking into how technology has been adapted for consumers to shop in-sore. I like the idea of almost online shopping but in the luxury of it being instore so the product are there and ready for purchase.
Looking at virtual marketing strategies I think the idea of having on screen 360 view is crucial. No shopping experience is successful if it isn’t showing garments with an all round view. It connotates to transparency to the brand as it is showing every aspect.
I really like the concept of trying on clothing on screens, I think it will help tackle damaging of garments in store as they are not at risk of being tampered with. Making it so much easier to try on clothing before purchasing desired items.
Looking into more clothing being viewed on models than just a hanger. I think consumers would appreciate the aspect of being to see outfits on as its more of a realistic spectating. I think this because a lot of consumers appreciate seeing clothing on models before buying as they have a much clearer idea of how it looks, this will also help the idea of overproduction as consumers can see what they are going to buy before purchasing which will have more no returned sales.
I like the idea of showing a pieced together outfit than showing one garment at a time. I think consumers would enjoy this because it they enjoy viewing inspiration towards how to dress, as I looked into how they take a lot of inspiration from influencers on social media when it comes to style. The dots represent each garments which can be clicked on and pricing and sizing is shown which I think is a good idea making it so much easier for audiences to find what they’re looking for and their sizing. The idea of putting your device up to a piece of clothing which you like to which then shows pricing, purchasing and sizing I think will make it so much easier for consumers to making clothing stores so much easier to get what you want.
With my chosen luxury markets being extremely well known due to being on top of trends and constant interaction to through publicity. In order to grasp a true understanding of how the brands capture their collaboration and launches visually, I collected past promos which I think visually grasped wide attention.
Balenciaga has dived into the metaverse and avatar sector collaborating with infamous game ‘Fortnite’ which is a game widely enjoyed by the Generation Z community. Collaborating with a company which is very hot in communicating to the future consumers is extremely positive for Balenciaga. Building a collaboration, with the use of the avatars and controversial posing of the avatar models will be highlighted and attention grasping to the appreciated Gen Z’s. The relationship between the fashion house and the digitally adapted garments allow a refreshed look to the brand. With technology being so significant in the modern day I think creating clothing lines which surround digital edits, help brands keep on top of competitors and allow to cater for the every evolving consumers.
Gucci on the flipside collaborated with Roblox which also a gaming platform in which users create and live in a digital world. The idea of showcasing a line within the Roblox world I think is a successful idea because it allows users of the game to be automatically invested. The game being primarily aimed at Gen Z and younger consumers, it shows the brands branching out to younger generations allowing Gucci to remain relevant and futureproof. The changing screens and bold colour promo boards are also a way of standing out from other competitors. Its engaging and the moving imagery allows it to lur in audiences.
The overall design within this enclosed space will be extremely attractive to the eye as I previously looked into how the Generation Z are very active within their social media profile and enjoy uploading their day-to-day life. With that being said I think that something which is appealing to them is an attractive setting which they can take picture of and upload on their social media. With each consumers potentially uploading their images and tagging their location, will be a marketing strategy in itself. With tagging the location will enhance their online followers and friends to follow in their footsteps. This will enhance popularity and also an extremely eco-friendly way of marketing a new collaboration.
As a representation, I took an image from one of my final shoots in my final book and create the illusion I am attempting to portrait. Using my models design ‘Bitmoji’ from social media platform Snapchat, I created his reflection he would see in my interactive mirrors in my popup shop and he’d go on to dress him his aspired way trying on garments and seeing what would suit him before purchasing. This is also a good way of tackling overproduction, as managing stock production will be easier as consumers must try on themselves and purchase giving a more accurate statistic of the production of the garments.
The clothing line will involve a collaboration with Gucci and Balenciaga and will construct their branding taking inspiration from 2000s gaming platform ‘Second Life’. Combining hugely popular brands with a forgotten in the past game which many of my targeted audience would remember in their younger years. Initially I thought creating a concept which combined Gucci and Balenciaga would be best introduced into the metaverse with being collaborated with a gaming platform which was a taster from Generation Z’s childhood. With the main task of my concept was to fill the gap in the market, I researched ways of being able create a concept which can show off branding digitally and in an experience form. The clothing line in itself will be produced rationally and limited, within my final book, I looked at over-production and mass waste, and I think allowing consumers to view the products on avatars will help hugely with this global problem. With sustainability being a must within fashion brands as it enhances transparency and overall futurism within a fashion brand, it will also allow my collaboration to be easily adaptable for future products and give an insight to how fashion brands can market new garments in a fresh, intriguing and most of all environmentally friendly way.
I also looked into the creation of social media avatars. I looked into various Snapchat profiles and viewed different profiles on how different they are from one another and look into how each person can make it personal to one. With social media app, Snapchat many fashion brands have branched out to creating clothing for avatars which has extremely boosted their popularity and help then massively in jumping into the metaverse. Brands such as Adidas, Off-white, Converse, Nike and Levi’s have created a collection of new and also iconic garments to dress snapchat avatars. I believe this an successful way of communicating to Gen Z as the social media site as evolved around the Gen Z’s since launching 2011, and has stayed loyal to these consumers and has always been widely appreciated since.
Throughout my 360 campaign and my research and development book, I my final outcome was a collection of imagery where I put together photoshoots which I then went on to develop into social media campaign, multimedia ads and pop-up adverts. Panning back to my campaign and concept as a whole piece, I decided to look back into how I can reflect and potentially improve to entirely fills the gap in the market and fulfil the needs of my targeted consumer which is my primary goal. Looking at my final book and how I think it was placed together, I believe I have gathered a concept which has great potential to target a luxury branding strategy to the Gen Z audience. With the idea of helping to build their confidence and also appreciating a new collaboration in the fashion market, will make consumers feel more appreciated and would build the branding to be more personal to the consumer. However, I think the branding and the shoots could correlate slightly better together, in regard to it colliding the physical with the digital reality. From this I think potentially I need to create media which looks at both realities and shows the journey between the two and how they can be linked within my work. I believe the fashion industry could find this sort concept to enhance their relationship between shopper and brand, the idea of making a collaboration more personal to this generation I think it will help build brand loyalty because they’ll want to see what’s next in line for each brand. As Generation Z struggle to stay interactive with brands, I think making it personal to each person, will help lead to them feeling considered, and I think with the sense of loneliness and isolation they feel, they appreciate brands being more personal and considerate to them. As the fashion industry dives deep into the digital and metaverse, I think the industry needs a sense of ‘reality check’ in remembering more traditional marketing and shopping strategies as its what lead them to the modern-day way of shopping. However, with digital being extremely significant to most luxury fashion houses, planning back to old strategies but finding ways of it becoming more reality would be widely appreciated by the targeted consumers. building their own avatar as they visit the shop will help consumers to feel more invited in the popup store and when they see others occupying the store will be more inviting for them also.
https://www.instagram.com/tv/CfaUSrmpPji/?igshid=YmMyMTA2M2Y%3D
I looked deep into a case study which a collaboration in the music industry with an NFL launch. Chris Brown, a very well-known singer collaborated with a streetwear avatar brand as a way of promoting a business which really needed the pulicity to dive this new album ‘Breezy’ into the metaverse. Nicknaming his NFT project as the ‘Breezyverse’ it was a way of showing his presence in the metaverse where he promoted himself and his brand to the digital side. Looking at a crytofile blog [6], Brown launched a collection of 10,000 3D animated avatars with sound and visual effects where he dedicated website lists of free VIP concert tickets, meet & greets, music video wardrobe, original art on canvas as a way of boosting the publicity. With his new album being launched at the same time, it was a statement of complimenting both in order to gain maximum publicity. Regular Twitter posts, an Instagram account which was dedicated to the project was how the singer communicated to the audience. Speaking to his fans on a conversation level online I feel is how it was a successful project. The target audience for the ‘Breezyverse’ was at Gen Z and potentially a Millennial audience, with Twitter and Instagram communication. Understanding that social media platforms are the prime way of communicating with present and future generations as it helps boost their transparency and relationship towards the brand.
In terms of the photoshoots, my initial idea was to create images which broke down that fourth wall, making consumers feel directly aimed at my images which appeared to be looking right at the person viewing the image. Editing the images to appear supernatural and multidimension, this was my way of showing the digital concept. The graphics I chosen to use, shown images which looked straight off a video game which I also thought would be easily eye-caught by consumers. I think in terms of improvement, I can create imagery which shows a clearer contrast with the digital side to my concept. Showing potentially more avatar concept which, I think will be a clearer representation to my concept as a whole. With simpler images, I think will grasp attention more and can show the simplicity of the technology in the fashion industry and how it can be used modernly. As for my next stage, I must think of ways to show imagery which can involve each of my elements of my collaboration whilst appreciating the metaverse and the physical.
As well as the branding on Instagram, I tried to create content which aligned with the aesthetic of Instagram and fitted well within the dimensions to create a bold and effective content. With a subtle colour scheme and bold text, I kept my imagery and ad content within the branding with my collaboration. however, I think with successful multimedia content and pop-up adverts, the best way to grasp attention of Gen - Z is through short and sharp video and bold and intriguing imagery. By short and sharp video content, I mean with the consumers short attention span, on average they only watch videos around 7 seconds long as they are easily disinterested. With TikTok being a huge social media platform to this generation, other platforms such as Instagram, Facebook and Snapchat followed in their footsteps with reels, they enjoy around 7-10 second videos as it’s the perfect amount of time to get across the purpose of the video. With still pop-up ads, I feel it needs to be a simple but eye-catching which could work easily with colours and recognisable to the brand. I think in terms of improvement for my final social media campaigns, I feel it my collection of branding images could be more uniform to one another and could be more recognisable to the Balenciaga and Gucci branding which I think with just each logo will automatically grasp attention. With the two-luxury brand very popular with the Gen - Z generation, I feel if the two-luxury logos were included on the branding imagery, could enhance a wider attention. For next steps I think I am going to create content which easily more recognisable to my branding and also more uniform to one another as that is what is going to attract my consumers.
Drafting up a mock - up of how I intend to boost my potential products on Instagram. Creating basic t-shirts which are recognisable to my collaboration. With Gucci and Balenciaga being extremely big branding in the luxury market, they are extremely generic with their captioning online. With that I decided to give it brief and straight to the point and went for who the brands contributing are and a brief sentence of what it is wrapped up. ‘virtual meets the reality’ putting together how it appreciates the virtual and the reality of shopping and it keeps it short and sweet for Gen Z to know exactly what the post is.
Following my reflection on my campaign and development of my final book, I looked at various articles which can inspire me and develop my strategies and concept to become far more successful. For this stage of my development, I pulled together collections of imagery which combines the art of both physical and digital reality within the fashion industry and how I can enhance my campaign to stand out from other fashion houses which are diving in to the metaverse.
Looking closely at location for a shoot, I feel a more studio setting would create more defined and bold imagery. As well as more studio shoots set the focus on the subject of the images, I think it looks cleaner and a lot more professionally executed. As a next stage to my development, I would like to experiment with more controlled lighting and plain backgrounds in order to demonstrate more easily scripted text which is eye-catching to the consumers. previously speaking about maintaining Gen – Z’s attention, I believe looking into how the generation reacts with marketing strategies, simple and bold text is what truly catches their eye.
Understanding the prospect of my narrative towards my campaign, I wanted to get a closer knowledge of how I can create a concept involving digital fashion and how it is has already been captured. To illustrate a campaign narrative which combines the digital and physical side to the fashion industry, I looked at ways where it can clearly be executed. I found that more colours and extremely airbrushed models are the best way. However, in thoughts of the luxury market, typically more monochrome and subtle photoshoots are done. With appreciating the digital side to my campaign, I would like to include more traditional luxury marketing which involves more minimalistic photography but still involves the new dimension of virtual reality in fashion.
Within styling for my shoot, I looked into for research with very minimalistic clothing. With the sort of face being the main subject of the image, I’d like to keep clothing and background to a minimalistic approach as I want the actual facial features to be the eye grasping concept. Looking into the styling models on more virtual reality shoots, they are extremely airbrushed to appear more artificial. With that element, I believe an extremely smoothened out complexation, is how to achieve the more NFT/ cartoon appearance in the models. With this element being use I think instantly leads to a more mystical campaign and I think is a lot more intriguing for consumers, especially to my targeted consumers as they enjoy more other-worldly. Collecting my imagery, I decided to get my images from various Instagram profiles as social media is going to be my keyway of communicating with my consumers as they are extremely present on social media platforms. One launch I looked at in depth was the release of the Chris Brown album which also launched an NFT project based on streetwear and collectibles. I thought this was an interesting project to look at as it was always going to have a successful outcome as the singer has a huge following and also many followers will follow for even the singer element. As a way of marketing this new album, it was also a first where the metaverse and digital avatars was a way of supporting new music as well as diving the music industry into the metaverse.
I like the street/ Japanese street style which is used in the back ground and how it wraps in well with the vibrant virtual NFT’s. the captioning of the post from CB’s collab show an intro to the NFT itself and making the post sound personal to the person reading.
I really like this idea of showing a virtual model to a human model, I think it shows how well realistic virtual reality can be.
I was very drawn to this image because the diverse image of the virtual and reality interacting in a image I think is unique and very intriguing. In regards to my concept involves colliding the virtual world with reality, I think this image is good to take inspiration from when bring both dimensions together, and how they can work together.
Looking through my created to gather some this image because I w from the lighting and models face. I think this used is extremely power successful at grasping at image via social media a model looking straight a down that f
mood boards which I potential idea. I picked was instantly drawn to it d the direct look on the s sort of stance and angle rful and I think it will be ttention as a promotional as it gives the idea of the at the consumer breaking fourth wall.
Looking through my mood boards which I created to gather some potential idea. I picked this image because I really like the idea of repeating the same face twice which gave me the idea of drafting a shoot where I duplicate my model and use his face and the second image being extremely airbrushed, giving the avatar idea look.
After exploring different aspects which can help develop my next stage of my campaign. Considering my mood board research and my case studies to really grasp how I can advertise a successful campaign transparently to my consumers. I wanted to create imagery content which captures the relationship between the digital and the physical reality. Parallels collide is the idea of having a virtual experience in a physical setting in a shopping experience. With that in mind, I want to create a close-up image which is digital and reality of my model. The idea of having half my model as a human, and having the other half being digitally edited making them look like the avatar which is what the consumers is going to see themselves as. Before executing my photoshoot, I created a collection of croquis which looked at the styling, the narrative and digital world of how it could potentially look. After deeply looking into inspiration images, I wanted to create first hand edits which gave me a clearer vision of what I wanted to capture within my shoot. For my shoot, I am intending on an extremely monochrome scene to appreciate the luxury market stereotype of keeping it minimalistic for a professional and sophisticated image. It will be in a studio shoot as id like the lighting to be artificial so that I can capture as many natural point of my models face as possible to appreciate the face. With a soft light set -up of two light boxes positioned about a 45-degree angle both sides of the subject’s face, to really brighten up. Wanting images which show the imperfections of the human face, I think this set -up will be the most successful way of getting a highly defined imagery. For more portrait shots of my subject, I think will grasp a bold and effective branding for my campaign as I think with my model looking directly at the camera will enhance the direct marketing to my consumers as they will feel invited by the content to view the concept.
Ensuring my shoots, I am planning, I must ensure it is a safe environment for everyone involved, as well as myself, model and anyone present. With wanting my shoots to be indoors in a studio, it will be minimal hazards, however, there is a possibility where there’s is a lot of obstacles and cables which I must ensure are put aside and positioned where its not causing a potential tripping hazard. With lightboxes being used there’s a high possibility of bulbs being extremely hot from being used for a long period of time, so once the shoots is finished, me and whoever is helping put everything away to leave the lightboxes to cool down before deconstructing to reduce the hard of burning themselves on the hot glass.
Test Shoot
For my test shoot, I began experimenting with more controlled lighting and focused imagery where I took close-up images of my model to experiment with avatars. Looking at posing of snapchat avatars, I wanted my model to stand the same as her ‘Bitmoji’ so I could play with editing the images to be half human and half avatar. Avatars typically have quite stiff posing, so it did present a challenge of getting an image which was straight forward to merge. After editing and experimenting on photoshop with my two images, I created an idea of how I can edit my final products to look like a solid subject. With the test shoot, I used a white back drop on which I could keep a minimalistic background to bring the main focus to the subject. I had two lightboxes which I put infront of my model to have an even spread of lighting over my subject. Once I captured my desire images, I placed them into adobe Lightroom where I altered the lighting and clarity, to present a strong and bold image. I began decreasing the exposure as I wanted to have a harsh contrast with the backdrop to the lighting. I then went on to sharpening the image as I wanted the facial features to be prominent in contrast to the avatar which I then went on to editing in. finally altering the brightness and saturation of my images to really define the natural complexion. When editing my images, I felt I made the face look extremely natural and strong which I wanted for a bold and transparent branding image, and with the edited avatar helped bring together a strong and controversial image which I think will stand out against competitors as it’s a fresh way of introducing the metaverse to the fashion industry. With competitors only showing either virtual or physical, I think it’s a new and intriguing way of broadcasting a collaboration which will be inviting to Gen Z as they enjoy technology.
After composing my final photoshoot, I wanted to wide to capture a wide range of posing and angles to really experiment how I can edit my images to look straight out of the metaverse. Getting wide angle shots of portrait shots and full body shots. In terms of the styling for my model, I wanted contemporary streetwear which represented the modern-day styling for my common consumers, with streetwear being the stereotype, I also wanted clothing which almost framed my model to create that silhouette of an avatar. The dark colours represent the modern aesthetic of Balenciaga, and the idea of minimalistic but powerful silhouettes.
Final EDITS
I then continued on to choosing my most powerful images and editing them on Photoshop. I collected a range of posing which I thought could really grasp the aesthetic for avatar and digital reality. For my first edit, I began cutting out around the body and positioning it in the centre of my blank canvas. Editing the image bringing down the brightness and heightening the contrast, to amplify the skin tone, I then altered the clarity to intensify the imperfections of the natural face, I really wanted to show the complexation. I went on to duplicating my image and flipping the cut-out horizontally to give the illusion of the two being back-to-back. However, for the duplicated image, I added a filter with gave the idea of virtual presence as the image is in supernatural form. I took inspiration from the ‘Breezyverse’ Chris Brown album cover for the more digital look of my model as I think it adds huge dimensions for the metaverse elements. With initially wanting to create content which signified the luxury brands but still recognisable to my campaign, I added the text and the LL’s logo to divide the two images which I think created a professionalised and sophisticated image. With my second edit, I decided to take a different approach and include a less serious image, to really help market my campaign to all aesthetics of my targeted consumer. I took the idea of Bitmoji’s off snapchat to show a contrast between model and avatar. Snapchat is iconic towards their avatars as Snapchat was the first mainstream social media to bring avatars to their users where they are able to make their avatar individual and reflective of their own appearance. Realistically the final image will be the collaboration with the second life avatars, but I wanted to create a promo image which appreciated the avatars. Using my model’s social media snapchat avatar and dressed based off his styling concept. I positioned the avatars standing next to my model. For the photoshoot image itself I wanted to make the clothing and skin tone correlate well with the avatar, which I began by darkening the brightness and decreasing the highlights to really darken the clothing and extenuate the skin tone. Keeping it natural, I didn’t add any filters as I wanted a clear contrast. For my final edit. I took two images from my shoot and experimented with making one look like an avatar and the other being the reality. For the left image, I airbrushed and smoothed out the skin tone to present an even and clear skin completion to give that seamless look from the avatar. I then intensified the eyes to make them look unnatural and darked the eyebrows to intensify the hair contrast. For the second image, I began by increasing the clarity, to build up on the imperfection to show a clear correlation between the two. Adding no filters to keep that natural aesthetic, I then added the text and the LL’s logo to divide the two images which I think created a professionalised and sophisticated image which signifies the luxury market sector which I am portraying. For this edit I took huge inspiration from highlights from my mood board research as I wanted to incorporate the portrait shot merging two images together with one being virtual and one being real. Overall, it created an image which portrays my concept in a huge diverse way which allows consumers to understand the collaboration as a whole.
My first edit was the idea for a page layout for a magazine, online poster or a popup social media story. I wanted to include imagery which I already spoke about on my previous page but wanted to adapt the digital side to look more graphic and digitally inspired. A simple but effective edit, I think brings together the correlation between the digital and reality. To then making it more branded and promotional I decided to add more sophisticated and branded font to really grasp attention, I really like the idea of the harsh font for the brand then the elegant font for the luxury brands as I think it shows the more high-end of the spectrum. Added taglines and the coming soon text I think gives intriguing information and as a popup advert, will get the wanted attention from consumers. add small pictures behind my edit to keep in touch with the digital side, really builds on the metaverse elements. I decided to keep a 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.
For my final edit, I created a more editorial magazine cover, inspired by vogue. With luxury branding being my market sector experimenting my concept with a higher fashioned magazine publishment was something I wanted to look into in order to broaden the audiences. Using a black and white colour scheme I think builds of the elegance of the magazine but also shows the mystical aspect of my collaboration with Gucci and Balenciaga. Using short and effective sentences builds on the suspense and also keeps consumers eyes caught and intrigued. For my image I wanted it dark and my model looking straight at the camera to almost break down the fourth wall, making my audience feel like they are spoken to directly as they will feel more considered and appreciated and will build a much stronger relationship between consumer and brand.
For this sector of my collaboration, I looked into an ‘Instagram’ account where I looked closely on how I intend to advertise and promote my concept. With social media being a huge part of Gen Z’s everyday life, I feel it will be the best way of communicating my FMP with the noticing side of it. According to an inside intelligence article on average there is ’33.3 billion Gen Z users’ alone which shows that social media is one of the best ways of communicating my collaboration. Using my edits to fit the dimensions of the classic Instagram square, I made sure my posts were seamless and fully defined in order to show the professionalism of my images. I decided to use capital letters within my posting as it will be bold and grasp the attention from my consumers. The contrast between my darker images with my lighter images I think show a neat aesthetic which is what I would like to portray to dedicate to the luxury marketing brands which are incorporated in my concept. For the text within my posts individually, I wanted consumers to feel directly and individually spoken to. Using language as if the consumers were being spoken to in person, I think will help the brands transparency and make consumers feel considered. The use of emoji’s is extremely common in everyday life according to kompass article [4], where it talks about how Gen Z tend to lose interest far quicker when emoji’s aren’t used, to them its eye-catching. I feel the use of emoji’s will lead to consumers to feel more directed by the brand, making them feel more for them which leads it to be far more considered. https://www.instagram.com/parallelscollide/
Throughout the photoshoots, and marketing my concept, I felt it was important to capture the true meaning behind Parallels Collide. It was important that they were filtered to appeal and fit into the other aesthetics of store, magazines and social media accounts. Having minimalistic, but effective shoots and bold edits on my images, allows them to easily grasp attention and understood. Keeping constructive and easily followed branding campaign as Gen Z has a on average ‘8 second’ attention span. The minimalistic and bold text will keep my consumers intrigued and look deeper into my concept. The idea of having a campaign, with digital 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, and adaptable for future generations. With many fashion houses already diving into the metaverse, I felt 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. The idea behind this is consumers will visit the experience, upload the scene on their social medias which will lead them to inviting other to come and visit. Many Gen Z are very inspired with how they lead their day to day life on social media and will want to visit somewhere where it is fitting into that perfect life aesthetic. Looking closely at Gen Z, they altogether have the biggest contribution to technology and the growing social media platforms. They are faced with everyone’s lives being uploading to be seen all over their socials, as a way of communicating with others. 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 as a way of them trying on garment on their individual avatars, they are able to speak to one another. Asking 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. 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. With my final photoshoot was to really capture how the metaverse can be captured with real life imagery, I found helped really show the true meaning towards my concept. However, one challenge I did face was making my modelled imagery look digital without heavy filters. I found heavily filtering my images resulting them looking slightly unclear, however I felt that shown the mystical side to my branding which is intriguing to consumers. A concept 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. With using Instagram as a primary way of promoting my branding, I think will grow to have use affect from my targeted consumers, as it can be broadcasted off smaller and larger accounts where it will be easily heard about. My main priority was making my consumers feel considered and individualised as I think is really what will narrow the gap in the luxury market with these consumers.
BIBLIOGRAPHY {1} https://www.aecf.org/blog/generation-z-and-mental-health [2] https://www.onlineoptimism.com/blog/social-media-marketing-and-the-gen-z-attention-span/ [3] https://www.insiderintelligence.com/content/gen-zpreferred-social-platforms [4] https://us.solutions.kompass.com/blog/communication-emojis-marketing-generation-z/ [5] https://sproutsocial.com/insights/marketing-to-gen-z/ [6] https://blog.cryptoflies.com/chris-brown-introduces-his-nft-project-the-breezyverse/