ZOE LING FASH20032 FASHION FILM
SIZE? X TALL TALES
BRAND DECONSTRUCTION
Simplicity of the brand name and question mark logo
Cultural richness of the brand, connecting with art, music, photography
European references strengthening their presence across different
STORE ANALYSIS
Friendly, relaxed and welcoming environment. With spaces to hang out as well as simply shop The store is located next to a pub, and has incorporated details of it into the store; dart boards, beer tap, carpet, signage
Shoes displayed like trophies; creates a sporty aesthetic whilst making presenting the products as precious and desirable
Size? Create stores with their own individual identities. There is a focus on the local environment and the identity of each specific location
ONLINE PRESENCE
@sizeofficial
@sizeforwomen
@size_b2_birmingham
989k followers (@sizeofficial) 382k followers 1,584,045 views 193.2k followers
Size? uses social media to create a sense of local community around each of their stories
NETOGRAPHY
CAMPAIGN ANALYSIS
CONSUMER INTERVIEWS
“[My friends] feel as if I’m wasting a lot of money when I go out in clothing that most think is stupid in my area because it doesn’t have a logo” “I don’t want to stand out and I mostly want to blend in” “It’s very much an aged population and they always give you looks if you wear something too out there. Makes me a bit self conscious so I don’t go as out there as I usually would.” “At uni I’m much more confident in playing around with what I have and buying new stuff I wouldn’t normally wear...when I’m home there’s a lot of fear about judgement “I always fear about what others think about me and so tend to limit how bold my fashion statements are”
The two participants from urban areas generally seemed the most confident in their personal styles, both saying they dressed the same wherever they were Every participant from a rural or suburban area cited judgement from either friends, family or local people as a reason to not dress how they want to The other main reason was lack of money to spend on clothes, this is to be expected amongst younger consumers
CURRENT CONSUMER: THE STREETWEAR MAVEN
Grew up in an urban area, and currently lives in a city where they attend uni. Come from a reasonably well-off family. Any extra money they have is spent on new clothes, this includes their overdraft. The way they dress is a huge part of their identity, they wouldn’t feel like themselves if they weren’t wearing something bold, expressive and carefully styled. Love to experiment with fabrics, colours, textures and silhouettes, and place a lot of emphasis on brand. Know everything there is to know about streetwear. Follow social media accounts, watch videos, attend events and read books all to stay on top of the game and be aware of any new releases. Love sharing their own outfit pics on instagram, posting regularly. Prefer to shop in store so they can try on garments, see new products and get expert opinions from the staff. Confidence is never an issue, they feel comfortable walking into high end stores and trying on garments they could never afford. Sometimes use Depop to source specific rare or vintage pieces, but the majority of their wardrobe is bought new.
TARGET CONSUMER: THE STREETWEAR OBSERVER
21 years old, from a small town in a rural county. Lives in the family home with parents and younger siblings. Chose to get a job after secondary school rather than go to uni like most of their friends. As a result, they have far more disposable income than others their age. Loves where they’re from but wishes they had some of the freedom their mates at uni have. Owns a few key streetwear pieces from accessible brands such as Guess, Nike, Champion. Sticks to ‘safer’ casual garments such as sweatshirts, hoodies and trainers that can be worn with high street jeans. Orders clothes online due to lack of convenient streetwear stores, spending between £75 and £150 per item. Admires streetwear from afar, only interacting with the community through apps like instagram, youtube and reddit. Follows instagram users such as @eliasriadi, @magnus, @loyalcarner and @jacobjkeller. Admires not only their style but also their confidence. Would like to be more experimental with fashion but feels they would be judged by mates and family, as well as others in the community, if they were to wear ‘out-there’ garments.
CONSUMER THEORY
TARGET CONSUMER: DAY IN THE LIFE
Gets up early and drives themself to work
On lunch break, checks instagram, seeing updates from their favourite streetwear influencers
Gets home from work and walks the dog around the local countryside
After dinner, changes into branded sweatshirt, fitted jeans and Nike trainers
Meets some old school friends at the local pub for a few drinks and to watch the football
KEY BRAND INSIGHTS
Size? use both social media and physical space to create strong local communities, based around each of their store locations Size? take influence from a number of creative industries including art, music, photography and travel
THE BRAND
Size?, and streetwear brands in general, are very urbanised, which runs the risk of isolating consumers from more rural areas Consumers from rural areas face judgement from peers, and as a result struggle to find the confidence and freedom to dress expressively
THE FILM: DROWNING BY NUMBERS
1988 independent black comedy by filmmaker Peter Greenaway. The film tells the story of three generations of women who each drown their husbands, exploring themes such as death, sex, relationships and the bond between women.
THEMATIC DECONSTRUCTION
MOTIF Repeated sequence of childhood games and their rules contrasts the films darker themes, creating a morbid, twisted atmosphere
STYLE Carefully treads the line between realism and surrealism; nothing is fantasy, yet everything is just a little bit off
CINEMATOGRAPHY Mostly wide shots, with carefully selected close-ups to emphasize the intricate details of the set TONE Distinctly british, combination of ‘stiff-upper-lip’ attitude, dark humour and innuendo PROP Greenaway uses props to count from 1 to 100 across the course of the film. This gives a sense of dramatic climax, and sure enough the final 100 marks the final death
STRUCTURE Repetition of the story three times, as well as the recurring use of the number three, creates a folklore/fairytale feel and emphasizes the unity of the three central characters
VISUAL DECONSTRUCTION
COLOUR The film has two distinctive, contrasting colour schemes; the natural, earthy shades of the countryside and the childlike primary colours used for the props and costumes
COSTUME Characters are often dressed in monochromatic colour schemes, giving a surreal, cartoon-like quality
LOCATION Set in the British countryside, with rural and coastal locations Vast, open spaces convey the characters freedoms, whilst the cramped setting of the car is used for more emotional and intense conversations
SETS Sets have a maximal, cluttered feel, with layers of props piled up. There’s a strong ‘hand-made’ quality, linking into the old-fashioned british country lifestyle
KEY FILM INSIGHTS
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Use of colourful yet monochromatic colour scheme for styling, to convey youth and playfulness
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Prop as a key means of communication
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Vast, open, outdoor space to showcase a countryside setting, and symbolise freedom
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Use of occasional close up shot to draw emphasis to a key detail within a scene
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Style that plays with the boundaries between real and surreal
CAMPAIGN AIMS
THE PROBLEM
THE AIM
THE BIG IDEA
BECAUSE STREETWEAR IS SO URBANIZED, CONSUMERS FROM RURAL AREAS FEEL LESS CONNECTED TO THE COMMUNITY, AND LESS FREE TO DRESS EXPRESSIVELY
TO EXTEND THE SIZE? BRAND INTO A MORE RURAL LANDSCAPE THAT WILL CONNECT WITH THE TARGET CONSUMER, WHILE STILL REMAINING ASPIRATIONAL FOR THE CURRENT CONSUMER
TWIST THE CURRENT TREND FOR MYTHOLOGY TO TELL LOCAL STORIES AND LEGENDS THAT WILL RESONATE WITH THE TARGET CONSUMER
WHY ITS TIMELY
New Mythologies Trend
This Country Season 3
Adidas Gardening Club
FILM CONCEPT: TALL TALES
PROP & LOCATION CONCEPT
STYLING CONCEPT
CINEMATOGRAPHY CONCEPT
FILM STORYBOARDS
FILM STORYBOARDS
MARKETING CAMPAIGN TIMELINE
01.09.21 SIZES CAPTURES STREET STYLE CAMPAIGN RELAUNCHED
01.08.21 SIZE? NEWSPAPER SENT OUT WITH ONLINE ORDERS
26.09.21 FILM LAUNCH EVENT
12.09.21 EVENT ANNOUNCED AND KITS BECOME AVAILABLE ONLINE
26.09.21 - 31.12.21 INSTAGRAM HASHTAG CAMPAIGN
26.09.21 FILM RELEASED ON SOCIAL MEDIA
THE NEWSPAPER
AIM To gradually introduce the campaign so as not to alienate the current consumer ACTION Introduce some rural imagery into the Size? newspaper Distribute the newspaper with online orders RESPONSE Consumers that can’t visit Size stores can still engage with the brand beyond digital content and own something tangible
THE BLOG
AIM
REPRESENT STREETWEAR IN A RURAL ENVIRONMENT
ACTION
RELAUNCH THE SIZE CAPTURES STREET STYLE CAMPAIGN, EXPLORING RURAL AREAS
RESPONSE
THE CONSUMER IS INSPIRED BY SEEING ASPIRATIONAL STREETWEAR IMAGERY SET IN AN ENVIRONMENT LIKE THEIR OWN
THE BLOG
AIM
REPRESENT STREETWEAR IN A RURAL ENVIRONMENT
ACTION
RELAUNCH THE SIZE CAPTURES STREET STYLE CAMPAIGN, EXPLORING RURAL AREAS
RESPONSE
THE CONSUMER IS INSPIRED BY SEEING ASPIRATIONAL STREETWEAR IMAGERY SET IN AN ENVIRONMENT LIKE THEIR OWN
AIM To represent streetwear in rural environments ACTION To relaunch the Size? captures street style campaign, this time set in rural areas RESPONSE This will begin to normalize streetwear in rural areas. Consumers will feel more noticed and accepted
THE EVENT KIT AIM To make the target consumer feel a meaningful connection with the brand ACTION Create a kit that will allow the consumer to have an event experience in their own home, wherever they are RESPONSE Consumers feel genuinely involved with the brand, not like an outside observer
THE EVENT
Hosted by Jess Gavigan, streetwear business owner and influencer Graphic art workshop with Supermundane Q&A session with Size? founder Luke Matthews about the Tall Tales campaign and the stories behind it
AIM To make the target consumer feel a meaningful connection with the brand
Premiere of the Size? Tall Tales fashion film
ACTION Host a livestream event to premiere the film and launch the new campaign
Surprise launch of the #mytalltale instagram campaign @juicegee
@lukematthews_
RESPONSE Consumers feel genuinely involved with the brand, not like an outside observer
THE FILM
AIM To present streetwear in a rural environment, and engage both the target and current consumers ACTION Twist the current trend for mythology to tell local stories that will resonate with the target consumer RESPONSE The film will be engaging for both consumer groups and present the brand in a new way
THE HASHTAG
AIM To encourage the target consumer to get actively involved in the streetwear community ACTION Launch a hashtag campaign prompting consumers to share a trainer pic from a local place with a story behind it RESPONSE Consumer feels more involved with the brand and the surrounding community UCG is produced that can be used for Size? social media
THE BUDGET 20%
BLOG CONTENT
12%
EVENT & EVENTS KITS
8%
NEWSPAPER DISTRIBUTION
20%
40%
SEO & SOCIAL MEDIA
FILM CONTENT
MEASURING SUCCESS
Increased sales to rural areas Increased following across all social media channels, in particular Youtube as a result of the video High number of hits on the campaign hashtag Increased engagement - followers, likes, comments - on instagram, particularly noticeable on individual store accounts Press attention from streetwear news sites such as Hypebeast, Highsnobiety
As this is a long term, brand building campaign, it may take up to two years to achieve the aim of an extended brand image