"Before Anyone Did Anything, Evisu Did Everything!"
This project was based on investigating into a brand, in which I chose Evisu. Evisu was created by former fisherman, Hidehiko Yamane. All designs is based on the fisherman's lifestyle and upbringings. The highly recognised and famous seagull logo was based on the shape of the seagulls he saw whilst fishing.
After investigation this brand, Evisu has influenced me to create my own brand called Ballers Bay. This brand and the designs this brand was created based on my own dreams and ambitions. This type of way of thinking was strongly influenced by Evisu.
"A Ballers Lifestyle, In A Bay Of Dreams ..."
"Before Anyone Did Anything, Evisu Did Everything.:
“Humanisation can be seen through many dog related purchases”
"Clothing and accessory sales increased by 14.8% in 2014 alone due to the rise in fashion clothing and outfit mirroring trends"
Research showed the humanisation trend within the pet market is continuing to increase, affecting all areas of the industry. Sales in clothing and accessories for pets has risen drastically in one year after the mirroring trend proved to have effect on ‘pet parents’. The lack of fashionable and unique pet products available in-store inspired the creation of PAWS for River island. This new line will have products suitable for all size and types of breeds and will be designed against existing men and women collections in River Island. There will also be the option to recycle unwanted items and create your own designs and personalise them with embroidery and embellishment.
We have a generation of young men who are more sophisticated than their predecessors
and who have no qualms about buying contemporary, directional fashion" GQ editor in chief Dylan Jones
Initial research through a dissertation following an in depth quantitative and qualitative research process led to the ideation process, allowing the ability to generate a concept based on knowledge of the changing menswear market.
The concept presents a diffusion line derived from the existing menswear brand Clothsurgeon, through strategic development of a product range for existing and new consumers by critically evaluating the modern male consumers wants, needs and emotions, aiding in the deliverance of a youthful, contemporary interpretation of modern menswear. The concept is presented through a combination of attention to detail, quality fabric, fit and finish to create a more diverse offering to the male consumer through wearable ready to wear garments made accessible to the underserviced male market.
Appropriation occurs when a style leads to racist generalizations or stereotypes where it originated but is deemed as high fashion, cool or
Funny when the privileged take it for themselves, Hip hop stems from a black struggle"
Black Culture, cultural appropriation and appreciation were some of the topics that was touched upon in my dissertation. With black culture becoming extremely popular amongst celebrities, millennials and generation Z, it was the perfect opportunity to write an 8,000 word document on how black culture is affecting white millennials and generation z consumers wanting to lead an urban lifestyle. The purpose of this was to go back and research the history of black culture and understand the African-American culture, conduct primary and secondary research to analyse how and why they idolize rappers, singers and fashion icons and wanting the same lifestyle, how social media now plays an important role in millennials and generation Z life and defining culture appropriation and appreciation and how it affects the way people take certain elements from black culture and use them in a negative and positive way.
75% of 1000 university students had personally experienced some kind of emotional distress whilst at university.
I feel that Hygge could be extremely beneficial to students and to universities. There is a very good model behind this business and should definitely be made a reality" - Professor F. Church, Pro- Vice - Chancellor, Birmingham City University
Hygge is a franchise health & well-being club, offering classes to encourage a healthy lifestyle and mind with a sense of community and escapism. The club is designed for students and with it being based on campus’, it makes easily accessible and the classes will be put on at times that work around the university timetable. The aim of the business is to have a club available for students to exercise, socialise and unwind within the calming environment, improving individuals’ lifestyle and mind.
The colour black is a powerful colour, it is the absorption of all colour and the absence of light, Would you buy it if it was in black?
The fashion industry is forever changing while black clothing forever remains, it is now in a league of its own with no current competition
My final major project; ‘The usual suspects’ demonstrates a capsule collection of all black clothing with high end high street retailer ‘Whistles’ encompassing the idea of longevity and quality design manufacture, as opposed to to ‘Flashing-the-pan’ trends.
A progressive point of view that relates to a more inclusive industry.
“Increasingly we are learning diversity serves us all. “ Caryn Franklin.
The Final Major Project was inspired by an interest in diversity and its effect on culture. The purpose is to create a beautifully bound biannual magazine with an in-depth look at fashion, art, and culture that reflects a multicultural perspective.
PORTENT magazine was produced to be an authentic source of influence and opinions, fortified by alternative writing with a consistently progressive vision. It intends to foster creativity through inspiration rather than dictation, with a keen eye on cultural sustainability.
A mass of 72% of people situated in England online shop, at least three times a week
Online and physical stores are co-existing entities, meaning one cannot thrive without the other.
Explaining the resolution of social media becoming a downfall to high street retailers was something in high demand for justification. Therefore bringing social media to the high street stores and combining the two together would create a new lease of life for the stores of bricks and mortar.
To do this Missguided an online only retailer decided to take to the streets of Manchester and become a technology enforced store with interactive virtual rails, and an interface interactive virtual mirror. In addition to this social media promotional discounts to lure the customer in.
Marketers are Running Wild with their Expectations of the Female Body...
Retailers Marketing Messages have the ability to tackle body ideals,confidence and expectations
Size focused campaigns continue to overlook the range of consumers within the market, missing opportunities to attract to a whole consumer group.
Size 0 and Plus Size have received much attention over recent years, however shifts over the matter of body ideals, confidence and expectations has revealed the lack of recognition for the 'in-between' consumer.
Introducing DPshapeME - the shop your shape campaign for high street retailer Dorothy Perkins, which aims to set the standard on new marketing material for high street retailers - educating their range of consumers, improving their shopping experience in-store and online and securing the final purchase.
This campaign is focused through a Visual Merchandising Strategy,considering graphics, layout for a range of stores, outfit builds and fixture placement and how this can be merchandised into new collections of Formal Wear, Causal Wear and Denim Lines,whilst still maintaining the brands identity yet meeting the increasing expectations of consumers to see more Diverse Representation.
This campaign has full potential to be applied t numerous high street retailers targeting the middle mass market. The marketing methods created can be adapted to suit different stores and brand identities whilst still maintaining the core messages and targeting the range of body shapes that the majority of stores cater for.
There is double economic pressure on stores these days. On one hand, profit margins and sales per square meter are decreasing and at the same time, shopper expectations are growing
We are moving towards an immersive customer experience that no longer distinguishes between online and offline but rather creates a continuous dialogue
For my Final Major Project I designed a proposed fashion retail showroom created through innovative use of space and technology for global fashion retailer, Boohoo. Showcasing the online retailers extensive product range and bringing the brand to its first bricks-and-mortar setting. Merging technology with product creating a phygital environment that combines consumer engagement and brand awareness, through use of promotional process communication. To bring Boohoo’s online presence to a physical space in Birmingham at the height of high street affordable fashion generating consumer interaction, specifically in the cities brand new Grand Central Station.
For the brand three documents were put together through extensive brand, consumer and location research. The Business plan creates the strategies to implement the proposal while also covering finances and risk assessments, with the marketing plan laying out the strategies in detail including launch dates, visual guides and social media guidelines and the Brand bible combines brand identity and how it will show through all aspects of the space to increase brand/consumer awareness.