COP 3
Consumerism . Branding . Fashion Branding
Victoria Redmond
COP.3
A study into how branding & the consumer help fabricate effective independent clothing companies . .
Victoria Redmond
COP.3
Consumerism . Marketing . Branding . Social Media
Victoria Redmond
COP.3
Research
. Consumers adopting a brand . Consumerism & how it affects branding . Trend Cycles . Trickle up & Trickle down Theory
Victoria Redmond
COP.3
Research
. Heirachy . Rate of adoption . Successfully Marketing a brand . The P’s in marketing
Victoria Redmond
COP.3
Research
. Affects on consumers . Statistics (Primary Research) . Social Media . Successful & Unsuccessful branding
Victoria Redmond
COP.3
Reading List
. Brands – Marcel Danesi . No Logo – Naomi Klein . More Than a name (An introduction to branding) – Melissa Davis . Fashion system – Barbara Vinken . Fashion branding unraveled – Kaled.K Hamiede . Fashion and the consumer – Jennifer Yurchisin and Kim K.P. Johnson. . Fashion Trends (Analysis and forecasting) – Eundeok Kim.
Victoria Redmond
COP.3
Brand Psychology / Fashion Marketing
Victoria Redmond
COP.3
Primary Research - Interview Questions
Victoria Redmond
COP.3
Theories.
. Freud — Instinctual desire, pleasure principle . Bernays — Consumption to satisfy desires, false needs . Trickle-Down Theory . Trickle-Up Theory . Trickle-Across Theory
Victoria Redmond
COP.3
Essay Structure
. Introduction - Contents . Consumerism - Heirachy , impulse buying , trends , trickle up & Down Theory’s , Rate of adoption , Celebrity endorsements. . Branding - A Brand is more than a logo , The P’s , Big cartel & use of website templates. . Social Media - Affects on consumers , Statistics (Primary Research) , Successful independent brands , Unsuccessful Brands, (Comparisons) , . Reflection on question . Conclusion
Victoria Redmond
COP.3
COP 3 PRACTICAL
Victoria Redmond
COP.3
Practical Element
. To rebrand an existing independent clothing company thats branding is unsuccessful . Create an independent clothing company with successful branding
Victoria Redmond
COP.3
Possible Problems
Victoria Redmond
COP.3