001 by zarinayu

ZARINAYU’S P O RT FO L I O

TEXTILE’S PROJECT UNIT 1: NATURAL VS MANMADE FLORAL

Textile Project Unit 2: Cultural

TEXTILES PROJECT UNIT 3: FREEDOM OF EXPRESSION

For Unit 3 in Textiles A-Level, I have made a top with black and yellow stripes and embroidered words which associated with the Umbrella Movement in Hong Kong. I used PhotoShop to merge two images together. I picked one of the photograph of Hong Kongâ&#x20AC;&#x2122;s protest and combined the photograph of a friend wearing it onto the photo to looks like she stood right in front of the protest zone. It is my first atempt at using PhotoShop. I found it extremely fun to use and easy to understand itâ&#x20AC;&#x2122;s functions. After this image is produced, I took the top back to Hong Kong and asked a friend to model it and photographed it in HK. Unfortunately, all the slogans and plascard were taken down before I got back home.

OUTSIDE SCHOOLWORK 1 FASHION IN HONG KONG

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Zara flagship store in Hong Kong

Hong Kongâ&#x20AC;&#x2122;s fashion is very multi-cultural. There are many international franchise in Hong Kong which took up most of the fashion retail sector. I have chose Zaraâ&#x20AC;&#x2122;s clothing to take the photoshoot with. I picked two outfits from Zara, one from their Women TRF collection and the other from their Women collection. I especially wanted to reinforce the idea of two diverse way of styling for Hong Kong teenagers and young adults. I picked that yellow top as yellow related the Umbrella Revolution which happened in HK recently. That also related back to the unit I am doing in my A-Level Textiles project. I especially enjoy the process when taking these photographs.

OUTSIDE SCHOOLWORK 2 LOCAL DESIGNER: HARRISON WONG Working with Harrison Wong is the most remarkable experience I have ever had. Harrison Wong is a local designer brand who displays his collection also in London, Millan and Tokyo. I discovered Harrison Wong in the PMQ in HK during the summer workshop with SCAD Hong Kong last summer. I had permission from Harrison Wong himself to pick two favourite items from his store for the photoshoot therefore I borrowed two neoprene jackets. Here are the finished work from the shoot.

Harrison Wong is a graduate from London College of Fashion. His shop is located at the PMQ in Hong Kong. PMQ is a hub for creative and design industries. It was my first time to the PMQ in summer during my experience with SCAD Hong Kongâ&#x20AC;&#x2122;s teen summer workshop. We had a field trip to PMQ and got to talk to the designers about the ideas behind their designs and also the interior of their shop. Harrison Wong was one of the shops that we have visited together as a class. Having Hong Kong Fashion as a theme in mind, I immediately think of Harrison Wong. I borrowed two coats from him and asked a friend to model them for me. The photoshoot was taken at Sham Shui Po mainly. It is due to the very localised landscape and street views that very much explained Hong Kong visually. Hong Kong is not only a very modern and international city, it has also got some old and industrial side of it. Sham Shui Po is a very iconic area in Hong Kong with markets and stalls scattered around the area. My idea of shooting in a less modern area is to create an image of combining the two elements together, the comtempurary fashion with the old city of Hong Kong.

HOW WOULD I PROMOTE FASHION IN HONG KONG? Hong Kong is the meeting point of east and west culture. Not only do we enjoy the cuisines from all over the world, but also a variety of upfront fashion brands indeed. Hong Kong accommodates a diverse range of fashion brands globally speaking. These brands represent a sweep across the fashion spectrum moving from high street fashion to couture fashion. I have noticed recently, that many more international franchises have opened a Hong Kong branch to widen accessibility to their target market. Within this content, I will be discussing about my opinion on how I would promote fashion in this dynamic city in perspective of an organiser for fashion in general.

In the fashion industry, brands are divided into different levels that suit a particular aged group and style. Therefore, deciding onto the marketing strategy for a company is very dependable on what kind of brand it is and what age group it is targeting at. To attract teenagers, pop-up catwalk show would be the best way to showcase their latest items in a particular store. You might think a catwalk show would require labor-intensive relevant strategy to showcase successfully, however, Hong Kong teenagers are very up to date with information released on social media such as Facebook and Instagram is quite likely to result in a flash mob. Facebook and Instagram are the two main platform used by teenagers in Hong Kong. Online marketing strategy is for grabbing teenagers’ attention. In addition, High street brands in the city could create a page for themselves regularly with new campaign of information about promotional and seasonal sales. This one-way communication system would be the quickest way to relay the information to teenagers. Not only could shops create a page for their fashion victims, the brands could also invite notable public figures, such as local Youtubers and bloggers to feature their hottest items on their media platforms. Youtubers in Hong Kong such as Hana Tam have a great deal of teenage supporters. Sponsoring somebody like Hana to feature your latest collection on her new Youtube video will attract the subscribers; make sure they list the information of your company in their info box. Similarly, local Bloggers such as Ceci Ngai and ‘E queen’ could be invited to model a campaign for latest collection of the company. This will not only boost sale but also build brand image. On the other hand, high-end fashion necessitate a different approach for marketing for brands like Paule Ka, Céline, Issey Miyake could invite bloggers to attend their fashion show during London, Paris and Milan fashion week. These bloggers would be the first group of guest to browse and shop their latest items particularly. Inspirational bloggers such as Cindy and Tina Leung from Hong Kong, they are the examples of the people that brands like Burberry and Valentino would invite to their promotional events. Apart from involving bloggers to help, word of mouth is also one important factor when it comes to lauching a new collection. Having a personal link with a famous and successful PR company or studio agency will help to maximize the impact of promotional events. Working with a good production team is also vital when producing a high standard fashion campaigns. Fame Glory in Hong Kong, for example, is at the forefront of an industry providing all kind of artistic production, including art direction, stage setting and styling. Working with company like Fame Glory would likely to result in thought-provoking and attention-grabbing.

A launch event for high-end fashion brands would be more formal compared to one for high-street fashion. The formers target market is aimed at adults and wealthy individuals. People attending a launch party would be typically iconic people such as Editor-in-chief of Vogue China, Angelica Cheung, well-known celebrities and international such as Miranda Kerr who recently attended an event for Samantha Vasa in Hong Kong. These would draw the customer’s eyes to the brand lending incredibility to it and attracting interest across the community.

In conclusion, depending on what the target market is for each individual brand, marketing strategies will need to be adjusted with this in mind. Overall, as far as Hong Kong is in concern, the marketing strategy will need to be decided upon the lifestyle.

http://issuu.com/zarinayu/docs/zarina_s_ portfolio_?e=14748468/10837597

I have create my own online magazine on Hong Kong fashion. It is my first experience of using InDesign and ISSUU.com. I found it extremely interesting and challenging at the same time. During the Christmas holiday, I took inspiration from shops and department stores in Hong Kong and picked the outfits for the model to wear.

http://www.pinterest.com/zarinayu/ Pinterest is a great platform for searching for inspirations. I always go to pinterest to look for the latest image or photograph about something. I also have a habbit of creating boards for each theme or topic that i am particularly interested in. For each units in my Textiles A-Level, I created a mood board on pinterest to seek for a clearer direction on my designs.By researching on particular areas, it helped me to be more confident about my designs.

Thank you for your time