Fashion Market Levels..

1. Dior = Couture Market
2. Louis Vuitton = Luxury Market
3. Sandro = Bridge brand Market
4. Miu Miu = Diffusion Market
5. All Saints = High Street Market
6. Zara = Economy Market

The fashion Market is made up of 6 sectors with the top being Couture and the lowest being Economy.

Each market appeals to a certain type of person for example the economy market appeals most to pre-teens and the 18+ with not much money but still want to look stylish which is what brands like Zara are great for giving this market key trends from the luxury market but at a more affordable pricing.

The Diffusion market is a luxury markets supposed more affordable line e.g Miu Miu is a diffusion of Prada or Marc Jacobs' Marc By Marc Jacobs' line The difference being more in terms of pricing and reaching out to other market levels without having to put it on their own brands more higher reputation.

Bridge Brand markets are for people who aren't really into major luxury market brands but still want the quality and look of them. Stores like Cos, Sandro and Joseph are perfect examples of these, you'll find the stores located in high end department stores like Harvey Nichols and particular high streets such as Kings Road & Covent Garden where a lot of this markets brand will usually shop.

Couture Showcases twice a year in Paris (and is only considered Couture if it's actually been made in Paris) where garments are especially hand sewn in the most custom of ways used with the finest fabrics and detailing. A single couture dress can range anything from 10-20k with only a few made from each design look mainly bought off wealthy people abroad and loaned to personalities to wear to event/award ceremonies.

Luxury markets really set the pace in terms of trends for all it's lower counterparts who take inspiration from their catwalk trends and find ways to filter it into their own markets to sell to their consumers.

Brand Management & Touchpoints..

Brand Management

In the world of society brands have to make sure there image stays intact in order to keep a good reputation, They do this by creating certain qualities which make it special/unique to the consumer.

In most cases people see a brand as a personality or a person they want to be associated with as you can tell so much by a person into what brands they wear.

Brand Marketing

Core Market

Dresses

Bags

Jackets

Coats

Peripheral Market

Sunglasses

Shoes

Jewellery

Fragrance

Unrelated Markets

Cafe's

Hotels

Alcohol

Brand Experience

Brands can always tend to have an emotional change on people where they can experience:

• Feelings
• Thoughts/Images
• Beliefs
• Attitudes

Touch Points

Touch Points are ways in which the consumer can experience the brand.

-Social Networking

-Adventorials

-Service

-Sales Staff

-Experience

-Distribution

-Service

-Sales Staff

-Word of Mouth

-Point of Sale

Brand Identity

-The outward appearance of a brand, it's name, logo, visualisation.

-The Brand identity is created by the brand owner and therefore reflects only how the brand is shopped.

A Brand & It's Audience

A brand can't be anything without it's audience. A brand is only as good as it's audiences response.

Opinion Formers:

People at the top of the industry who set the trends e.g Katie Grand, Rihanna, Givenchy

Early Adapters:

Quick on trends, social media icons, teens, scene kids

The Majority:

Wags, Chav, Chavsters, General Public

Building a Shopfront..

C.V  /  COVER LETTER

C.V         Cover Letter

LINKEDIN PROFILE

                                                                            Linkedin

Film Shot & Storyboard

Gisele Bundchen & The Chanel Woman..

Who is The Chanel Woman?

• Early-Mid Thirties
• Middle class
• A Modernist
• Live's in a elegant house
• Healthy
• Active
• Social
• A Career Woman
• A Mother
• A Wife
• A 21st Century Woman

The story behind Chanel's new 'The One that I Want' is about the 21st century woman who has it all but draws the line on her career when her marriage is in trouble as said by the promo's director Baz Luhrman.

• The advert is an impressive 3 minutes and 17 seconds long with critics calling it a trailer for an unreleased film.

• It stars the worlds highest paid supermodel Gisele Bundchen and actor from the very popular TV series game of thrones.

• Throughout the entire clip you never see the word 'Chanel' only the logo.

• They're showing you the lifestyle you could be apart of if you buy this fragrance you'll automatically gain the dream house, perfect career and doting husband.

David Beckham & The Haig Club..

Analysing why Beckham makes the perfect face for The Haig Clubs new commercial.

After watching the commercial here is a series of links between him and the brand.

• Since the very early 2000's during his football career, Beckham has always been seen as a likeable male icon and game-changer in terms of style.

• As a retired footballer he has time to relax and create memories with close friends.

• Riding in on the advert on a motorcycle shows a sense of reality to some of his real life as he loves to collects bikes, he featured on a popular documentary riding around Brazil with his friends and he also did a collaboration with bike brand Belstaff.

• The Commercial is directed by Guy Ritchie who is a British director and films are very much to do with action/lad culture which makes him the perfect man for the job not to mention he is also great friends with Beckham and they worked together on his H&M campaign.

• Whiskey is a common drink mostly drank by retired old men and late bachelors, Beckham is also a retiree.

• The Glass of the whiskey is a transparent Bristol Blue, a colour that is spotted throughout the promo.

• Jimmy Choo, friend of David and his wife Victoria also makes an appearance in the clip.

• Beckham plays the hostess amongst his group of pals which is evident by him holding the bottle and pouring it amongst his friends which shows the viewer this could also be you.

• Before taking a group photo a friend of Beckham's goes missing as he's gone back to top up his whiskey, this shows the viewer the whiskey is so good you'll go back for more.

• Even though it's set in the hills of Scotland, The ad creates its worldwide appeal at the last few seconds by showing photos of all the places Beckham and his crew have been enjoying the whiskey like Dubai, Iceland, Japan, Spain thus making it easier for the brand to sell this commercial to other countries.

The Creative Economy..

Working within the creative industry you need as 

an individual, originality, vision

A passionate drive and ambition as a creative

You have to be able to deal with risks, as it's never going to be a stable career, Mentality and strength are vital as you will have highs and lows.

The industry is built up of the following 3 sectors:

-Originators

-Experience Creators

-Content Producers

Originators would be classed as fine art as they're one of a kind.

Fashion is known as a content producer, as they produce product for you the consumer.

Experience creators, creating a 4D experience buying your way in to enjoy/take in an experience, Shopping can also be an experience with personal shopping and also online, or a musical experience such as an festival

Content Producers, writing is content, film is content shown over different content such as YouTube, cinema, fashion shows, festivals where the more you transfer across different platforms the more money you make.

-So a bit about the fashion world

Innovation and growth

Creative Industries - based on creativity, talent, individuality, ideas and innovation.

£71.4 Billion to the UK economy

£26 Billion is fashion related

£8 Million per hour

Growing rate of 15.6% since 2008

-It does gets better

Creative industries employment increased by 8.6% between 2011 2012

Creative exports was £15.5 Billion in 2011 8% of total UK service exports.

For example Stella McCartney has expanded over several industries having to collaborate with perfume houses and labels such as Adidas and working for the Olympics in 2012.

-FASHION THE STATS

£26 Billion up from 21 in 2009

The UK fashion industry supports 797,000 jobs

Employment decreased where in low economy times company's can't afford to pay people and technology has taken over man in terms of jobs.

People do internships do not get paid unless it's minimum wage, in the fashion industry big business' got stung to start paying people minimum wage.

Business people need to employ others to help their business grow.

-Going it alone.....

High rate of self employment

34% are self employed

More than half the creative industries are self employed

48% portfolio working

23% freelance 

18% running own

44% want to have own business

33% after graduation will go into employment

 -What is the product

Data is a way of companies finding ways to sell products of what you like back to you.

-Business a Model

Exploitation of content

Exploitation of us

Exploitation of data

We are the traders, communications, distributors

We can build/destroy a business

Fashion Cluster Challenge

  

AOI Illustration Exhibition

Dior Perfumes Book

Sweet Smell of Selfridges..

Dior Menswear Fragrances|:

-Cap like fimble on sauvage and bottle like fabric.

-Homme like suit.

-Other editions released in 05'.

-Came out in 1966.

-Each fragrance contains a flower to add a feminine touch.

-Sauvage jasmine flower.

-2016 50th anniversay bottle design.

Rave Plus..

                   RAVE ++                   

Ravensbourne plus is an industry led based programme which helps current undergraduate/postgraduate students prepare for 

work in the future.

-RAVE SHORTS

Rave Shorts offer students a series of training workshops which

are open to the public and free for students 

offering a range of help from photoshop skills to writing a cover letter.

-RAVE LATE/LECTURES

Throughout an undergraduates and postgraduates time at Ravensbourne they will have a series of sector specific lectures designed to fully prepare them to be industry ready.

The lectures are tailored to suit each course and ensure each student can learn how they can best showcase themselves and their work at a professional level. It also helps make students more self aware of the career they are working hard towards seeing people who have made it in their chosen profession.

Shared Situation Awareness..

A teams ability to recognise a pattern.

Fords & Trafalgars:

Ford: something easily accessible 

Trafalgar: An idea thst evolves over a series of time/a theme that they will revisit

Bubbles Up:

When trends move up in the world 

based on who is leading the way 

in terms of relevance.

Trickle Down:

When trends trickle down

into mainstream society such

as chavs, teens, townies through 

high street stores like zara and 

topshop who bring high end 

styles to much simpler

market.

A Professional within Fashion Promotion..

To survive a career in the world of fashion promotion you'll need a series of Qualifications, Skills, Attitudes & Attributes.

Within the professional workplace you need to be pleasant and nice to all the people you come across and build great relationships with everyone as everyone knows everyone in fashion. 

For qualifications in fashion you need the basics of GCSE English & Maths with a few A-Levels in subjects for your chosen field. Then you can either decide to further your education by getting a degree or work your way up and gain industry experience by interning and networking which can eventually lead into a full time job.

Skills

Organisation
Writing
Photography
team
Management
Time Management

Qualifications

Degree
Experience
Basic GCSE'S/A Levels

Attributes & Attitudes

Creative
Passionate
Reliable
Motivated
Positive
Realistic
Open minded
Punctual
Take risks
Available
Initiative
USP
Eye for detail
Networking
Versatiltiy
Trend awareness
Social awareness