Perespective
Design Fashion Inspiration
11月份酷卡.pdf 1 2011/12/1 上午 02:11:38
TABLE OF CONTENTS
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Fashion Promotion Fashion Promotion & Me Where Do I See Myself Within It Like, Interest, and Admire General Trend Visual Merchandise Trend Sport Trend Visual Merchandise Project i Project ii Summary
FASHION PROMOTION When I was in university what I had learned is that promotion is always a part of marketing so I never looked separately. However, owning to this course I finally look deeply into promotion which is wider and bigger than I have thought.
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s i just said: promotion is wider and bigger furthermore is everywhere. Couple years ago celine luggage tote was the it bag of trend every celebrities has at less one. Maybe you bought one as well, or if you didn’t, you probably know somone who did. But have you ever think about when is the first time you heard or seen this look of bag? Did you see from a commercial on tv or an ad from a web site you are browsing? Did you notice them from a blog or an article from magazine? There is variety of ways by which consumers can learn about a fashion product- and most of them, even when it’s not so obvious, are in some way planned and initiated by marketer. Marketers knows that no matter how the product is been well designed, research, developed and distributed, if customers don’t know that they are exist it will not be call successful product.
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he purpose of promotion is to contribute the value of product so that consumers will be motivated to make the purchase. Promotion refer to an action that been designed to trigger target to understand the feature and benefits of a product. The action conclude marketing camping, public relation, media, photography, styling, and visual merchandise through these channel letting consumers understanding product or service and rising their desire for it.
Fendi Window Displays S/S13 New-York
FASHION PROMOTION & ME
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thought I know nothing about fashion promotion but in fact I do. I really like to organize event loving to see the thing from dirt to house. In reality I am not a detail person but in things I interesting I am picky.
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uring my bachelor degree I starting get in touch with real fashion world this was the first time I realize how the fashion world is and so fast so mass that I can imagine. Teacher taught a lot of brands that I have never seen, heard about and even hard to pronounce. During this time I finally know that there are still a lot of things waiting me to learn and see.
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eanwhile, I had a class called Fashion Advertising & Promotion which I learned how to promote a brand or series into public and persuade consumers to purchase. Following, I learned a lot from a series of subjects such as fashion forecasting, visual merchandising, fashion product management and so on and finally I am a little bit closer to fashion world.
2013 London Fashion Week
WHERE DO I SEE MYSELF WITHIN IT
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fter that I had an internship in Taiwan Textile Federation where I have chance to learn how Taiwan’s trend forecasting release and how fashion event was held. Even though I was just a small short term intern there but it triggers motivation in my heart that I want to go deeper to the world of fashion forecasting not only of my personal interest but also owning to Taiwan’s fashion industry.
WGSN is my main resourse for trend news.
2012 Taiwan Fashion Design Award
During internship I was inspired by pile of magazines.
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owever, being a fashion forecaster is my ultimate goal so before that I would like to be more involve in fashion promotion such as fashion camping, commercial ads and visual merchandising because holing event and organize things are matter that I am good at, love at and also I could combine trend into those jobs.
First window display model
Garment Display class
LIKE, INTEREST, AND ADMIRE
Nike Air: Since 2011 when I first own a
Geometric: I don’t know is that I am
pair of Nike Air I totally turned into the super sales of Nike Air because I recommend everyone who is going to buy sneakers to purchase a pair of Nike Air. I talk about how light are they, how sports shoes relation between Taiwan, how they fitted to our foot, and how they are good looking compare to other sports shoes. Anyway I just completely fall in love with Nike Air.
strongly influence by the trend or just my personal interest that I recently fall in love with geometric pattern. Since I was doing my final project in bachelor degree I found out that I am a geometricholic which I collect a massive amount of geometric images from clothes to patterns. Even though I am not good at multi dimension drawing but I still find a great passion on it.
Trend: Since internship I start to collect a
Actionable art: Paper Saatch
great amount of pictures I don’t know when I will use but just collecting as a hobby. Maybe they are in a part of trend or not but I know if you want to be a forecaster you must read a lot, see a lot, and experience a lot. As a result, I see a lot of websites, blogs, colors, and videos and collect them.
Food: I love food and love cook. I think cooking is a really relaxing and fashionable thing because you can create delicious food with variety of colors, adorable look and pleasant flavor which is similar to a fashion designer who designs a look, an outfit and a lifestyle. Moreover, I want to find a way to combine food, color and fashion together to create a fashion food trend but I still haven’t figure out yet.
Recently I admire some artists like Fred Butler who is a multi discipline artist and her works are full of multi dimension and color. I never know that an artist can take what she likes into a lifetime career before I knew her. Because she likes multi dimension and all of the works she have done are made in a dimension way no matter 2D or 3D every things are related to dimension.
Malika Favre an illustrator artist I like Feelings are Facts by Olafur Eliasson & Ma Yansong, 2010
recently. I like because of her style of drawing which everything is so simple but focus. Straight lines and angles are very clear in her works and her style is very straight forward behind those lines so modern and fashion. Once you know her you could tell her work form your first glance.
GENERAL TREND
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eometric concept has been on trend for couple years and is really popular among luxury and high-street
brands.
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ince 2012 we can see colour block and geometric patterns on Louis Vuitton Spring/Summer 2013 Ready-to-wear runway show. And this year we can found it both on Christian Dior and Chanel Fall 2013 courter, Alexander McQueen, Preen Spring/ Summer 2014 Ready-to-wear collection as well.
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ven though it has been seen for several years but designers still can come up with new ideas to make it more vivid and interesting.
TopShop SS14
Nike in Bread & Butter SS14
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eside of runways, there is also a lot of geometrical theme in window displays. No matter using wallppers, patterns, yarns or metal all conveyed the idea of geometric. Moreover, majority of casual and sportswear brands using a large scale of colour blocks and patterns to catch customers’ eye and geometry is also been a good choice to do.
Converse in Bread & Butter SS14
Hummel in Bread & Butter SS14
WGSN: Artistic evolution emerging accessories & footwear trend
VISUAL MERCHANDISE TREND
N A S
ccording to WGSN visual merchandise report, it points out that using geometric patterns, images or shape could enhance the we simplicity sportswear ince 2012 can see of colour and add block interest. hanger to create andUsing geometric patterns on edges and corner couldSpring/Summer not only catch cusLouis Vuitton 2013 tomers’ attention also allow a Ready-to-wear runway show.them Andusing this year different angleittoboth viewonproducts. we can found ChristianMoreoDior and ver, clear lines and large scale of patterns Chanel Fall 2013 courter, Alexander Mcsymbolize theSpring/Summer silhouette of sportswear and Queen, Preen 2014 Readysport shoes. to-wear collection as well.
eon is another trend which designers recently play with. No matter which fields did them use the aim is to draw attention and use the light to interact with people. And last season’s low profile geometric patterns had faded out therefore this season combine neon and geometric it suddenly turns out to be something more catching eyes and fun such as 3D patterns.
I Dandelion close-up
n addition WGSN Spring/Summer 2014 trend has mention that Lighting and Patterns are other themes for visual merchandising. Through a series of transformation in nature texture, surface details, abstract accessories, and neon tone luminosity props to create an aesthetic phenomenon.
SPORT TREND
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ccording to WGSN sport trend, refreshing tones of neon-yellow roots as limeade were outlined as a key direction in Spring/Summer 2014 analysis. Limeade is key for active and fitness, performance, skate and outdoors team with black or use to illuminate grey marl for more dramatic, graphic look, or simple white for a more classic, tennis inspired feel.
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oreover, ultra-reflective finishes and graphic applications showed up as top materials trend for streetwear market.
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reflective surface as a core element on black fabrics, cut-and-sew details or graphic pattern and it gives sportswear a fashion silhouette.
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eanwhile, pioneered sports brand like Nike, put a lot street elements like black reflectives on silver finishes, and neon thread feature
VISUAL MERCHANDISE
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A visual merchandiser’s role is to increase sales: first by attracting shoppers into the store through the power of window display, and then through in-store display and layout, which needs to encourage them to remain in the store, purchase and have a positive retail experience so that they return.” Visual Merchandising by Tony Morgan
V
isual merchandise includes store design, windows, and in-store visual merchandising. But in this aspect I am only talk about window display which I have never stepping into but eager to design or be a part of the job. A well-dressed window display not only attracts shoppers into the store, it also enforces the retailer’s brand image. It can act as an ad which draw consumers’ attention and give an insight into what is available in-store.
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theme of a window is very important that it should include colour, the props and the relevant merchandise that will make the overall idea come to life. Brooks Brother - taken on Regent Street, London 15/10/2013
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lannah Weston from Selfridges, London said” Brilliant execution is at the heart of good window display. Not having too many ideas, having a great composition and really being able to tell a story are so important when designing a window display. Here at Selfridges we are lucky enough to have so many windows that we are able to create a narrative running through them, whether that is very literal or whether it’s abstract. It’s also about developing a language could be a series of colours, shapes of textures. You do not have much time to grab the attention of the public; you need to grab them straight away while they pass, but at the same time there should be details that want to make the customers stay there longer if they want to. And of course, the windows need to be informative.”
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uch worldwide brand like Nike they have stores around the world and every store has its own size of window or in-store area so visual merchandising managers have to create the same phenomenon for whole chain stores in globe. Maybe the display will vary from the props or colour they apply but it all has something in common which express the theme of brand.
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t is best to start a brainstorming ascertain what message you except the customers to perceive from the presentation.
PROJECT I When it comes to sportswear its key word never goes too far from energetic and vivid because sports always want to be seen. Adding bright and strong colour in sportswear not only for safety also emphasize curves of movement.
N
ike has been a leading company in sportswear they aim to “bring inspiration and innovation to every athlete in the world.” But their customers are not only focusing on professional athlete, Nike co-founder once said “If you have a body, you are an athlete.” so Nike provide a wide range of series form training, running, basketball to golf meanwhile they also affiliate with Converse, Hurley, Jordan Brand and Nike Golf to meet customers’ need. Nike who always plays an important role in innovation, they do research to fit customers use so people could move more flexible with their products. Furthermore Nike put a lot of effort on their ads, they using strong words and intense images to convey Nike Spirit, letting public understand who Nike is.
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n sum I found out that Nike is the best brand to transmit my idea of neo-geometric visual merchandising as a result of its energetic, vivid, young, styling and strong. Through the window I want to express Nike sprit using a lot of neon, color block and geometric patterns to draw customers’ attention and force them to come in and shop. As for the colour I will use bright, fluorescent and neon tone to show the movement of Nike products. Moreover Nike recently held a series of activities such as nightrun and colour-run so I will combine colour and fog into the display to show the connected of its promotion.
S/S 15 Sport Key Trend "Better than naked" is a key theme as brands strive to create natural-feeling secondskin products with performance-enhancing propertives. Nike has tapped into the trend for barefoot sports with a number of footewar innovation.
SUMMARY
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his is my first project in FPI course I have to be honest that I really want to put my full focus on it but I found it so hard to convey my ideas through English and written words. However, I found it is really useful through editorial which I can unscramble what I have learn from my research and can put related images together. Even though I still struggle that I can’t find an effective way to express my idea of window displays. Because I not really good at sketch and Photoshop as well. I still have a long journey to learn from my every step.