Cop 3 stephanie pickard

COP 3 Stephanie Pickard

Leeds College of Art

Level 6

How does branding affect lifestyle and consumer choice? Case study: Hollister.

Stephanie Pickard

Leeds College of Art

Level 6

Investigation Stephanie Pickard

Leeds College of Art

Level 6

I aim to explore 21st century branding and how it has changed dramatically from the 20th century. I will investigate strategies with their consumers on both a subconscious and conscious

that they sell. The power of brands is to create a notion of This will also explore and pin down why young people buy into brands today and more then anything become part of their lifestyle.

Stephanie Pickard

Leeds College of Art

Level 6

Main Focus

Branding History 21st century branding How it has changed Role of a 21st century designer What Branding isn't Definition of branding Lifestyle brands Brand experience Consumer experience Brand tribes/loyalty Brand strategies technology/social media(two way communication method) Ideologies in branding Hollister (case study)

Audience

The target audience I shall aim my academic writting at will be 21-25 years olds and a mixture across both genders.

These young creative individuals shall be taking the leap from university to industry. This wriiten piece shall give them a better understanding of how design studios use branding and marketing strategies to help benefit their them and customers purchasing decisions. I hope to give these indicuals a insight into the industry today.

Aims Stephanie Pickard

Leeds College of Art

Level 6

- To review existing models and theories

- Develop an academic understanding of my subject area - Create a synthesised project - Analysise and interpret the impact of the brand identity strategy of consumer perceptions - Stratagies and techniques of becoming a sucessful brand - Find the real reason for Hollister consumer buying behaviours.

Stephanie Pickard

Leeds College of Art

Level 6

21st Century Branding

Over the last fifty years the economic base has shifted from production to consumption.

- Marc Gobe -

information-rich and time-poor.�

- Marty Neumeier -

Edward Bernays-

Tried to tap into peoples sup egos, desires, wants and needs to help him with his advertising

Marc Gobe-

Explores how brands can use sensory and emotion to create a familiarity between the consumer and brand. How the use of emotions, thoughts and habits together with advancing technology can influence the buyers purchasing habits.

Simon Manchippsomeone studio

Wally Olins-

Exploring branding in the 21st century and how it has moved beyond its commercial origins. How consumers react to branding in the 21st century.

Marty Neumeier-

Focuses on how to make design and business strategy work as one within branding. Misconceptions of branding and the meaning of what a brand is within the 21st century economy.

John Berger-

Demonstrating how everything we see is influenced by a whole host of assumptions concerning the nature of beauty, truth, civilization, taste, class and genre.

Olins,W (2003). Wally Olins. On Brand..

London: Thames & Hudson Ltd. GobĂŠ,M (2009). emotional branding. New York: Allworth Press.

Jenkins, H (2011). to Communication Studies. 3rd ed. Oxon: Routledge Shields, R (1994). Lifestyle Shopping The Subject of Consumption. London: Routledge Saviolo,S & Marazza,A (2013). Lifestyle Brands A Guide to Aspirational Marketing .

Basingstoke: Palgrave Macmillan.

Marty Neumeier (2005) The Brand Gap, 2nd edn., USA: New Riders.

Berger,J (2008). Ways of Seeing. London: Penguin Classics.

Chapter/ Sections

Section 1The changing face of branding.

-Brief History - What branding is -What branding isn’t - The development of branding Section 2Two way communication -C20th was 1 way communication -technology and social media -Two way communicationtechnology has allowed for the development of extreme branding which enforces ideology consumer experience and emotional connection section 321st century designers -The role of creating emotions and responses thru visuals its more about the consumer than it is about the product or the brand the consumer is the brand- they need to feel it and experience it to make the brand exist. how do designers do this? section 4case study section 5brand tribes -loyalty - ideology

Semiotic analysis

Semiotic analysis will be used in the text in order to analyse and

why we buy and what it is we are buying. This will also be used to analyse Hollister as a brand and their strategies.

Case Study: Hollister

American lifestyle brand by Abercrombie & Fitch Co. The concept was originally designed to attract consumers aged SoCal-inspired image and casual wear.

New York

Manchester

London

Leeds

Market Research:

(180 people answered)

Practical

Practical