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We looked inside some of the posts by rebeccaharrison7 and here's what we found interesting.
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Lecture: How new technology in the future will affect the fashion industry
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Lecture: How have current events affected the fashion industry
Moving onwards from the last lecture which focused on the past, this one looked at current events and how the fashion industry is today because of those events. We looked at certain elements of society that are causes for the changes as seen on the first diagram. We used a cause and effect diagram to really delve deeper into the consequences of each cause.
Similarly to the previous critical thinking lecture, we spilt up into groups and chose a cause, we chose social media. With each cause there’s positives and negatives for example social media gives individuals more of a platform for freedom of speech and to be themselves. However since it is accessible 24/7, cyber bullying and negativity is likely to occur.
When presenting we read off of the mindmap less than before however we needed to back up our points with more evidence and then reference our findings.
Why you did it?
How it has effected my brand?
Tech people forbes list.
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Researching competitors
From carrying out some primary research, I could indentify who are our top competitors. Those being: Nike, Supreme and Off-White.
1. Nike
Unsurprisingly, 100% of the respondents were familiar with Nike. The brand has been around for decades and is now a 36 billion dollar company. It was founded in the 1964 as Blue Ribbon Sports by Bill Bowerman, and his former student Phil Knight from the University of Oregon. Two years later, they opened their first retail outlet and launched the Nike brand shoe in 1972. Six years later, the whole company was renamed Nike Inc. The name refers to Greek mythology, as Nike refers to the goddess of victory. The brands mission is to bring inspiration and innovation to every athlete in the world. You can definitely say that Nike’s mission was successful in terms of the global aspect. With its instantly recognisable swoosh logo. Interestingly, Phil Knight paid a student, $35 for a logo design. The student came up with the swoosh in order to symbolise fluidity and speed although, at first Knight didn't like it but he stuck with it.
Over the years, Nike has been known to collaborate with athletes such as Michael Jordan for campaigns as well as products. The Jordan Trainers come in multiple variations and colour ways since the first release in 1985 and are still a highly popular shoe to this day. Nike has also worked with more high-end brands such as Supreme and designers such as Virgil Abloh, the founder of Off-White; coincidentally our two main other competitors. These kind of collaborations alter the price of those specific products to something of more value - a collectors item. However, relatively, Nike would be seen as quite affordable with those even with low incomes wearing the brand.
2. Supreme
92.31% of the respondents were familiar with Supreme. The brand grew from a small skate shop in New York, 1994. Over the past 25 years it has grown quite slowly until recent years whereby hundreds of individuals line up outside its 12 stores in the world in order to potentially buy something out of its limited stock. The brand started with James Jebbia who founded the small skate/clothing store in Soho, New York. The following year the brand sponsored some skaters and actors who appeared in the movie ‘Kids’ which brought in $20.4 million at the box office. By doing this it led to connections and encouraged the extras from the movie to work there. This underground brand gave a sense of mystery and exclusivity which spiked young peoples curiosities more. The Supreme logo is recognisable with the red box and the white writing it is a huge feature on its products. This began the new subculture, Hypebeasts. They are individuals that are repetitive buyers who like to be the first to get the new products; they often wear items solely for the logo.
Over the past decade they have opened 12 stores globally and have collaborated with the likes of Louis Vuitton which exposed the brand to a whole new customer. This enabled the brand to grow even more.
3. Off-White
84.62% of the respondents were familiar with the brand. Off-White is an Italian luxury fashion label that was founded in 2012 by Virgil Abloh, an American designer. Originally the brand was called “PYREX VISION”, however the brand faced backlash after printing “PYREX 23″ on a Ralph Lauren rugby flannel and selling at the added value price of $550. Because of this, it resulted in the business being rebranded as Off-White. The brands main aim is to be a representative for street culture and allow it to transcend into an art movement. Off-White is known for its unique use of zip ties, quotation marks and its four-way arrows that create a cross. They have 50 independent stores however they are also distributed in stores such as Selfridges and FLANNELS. Off-White have collaborated with lots of brands such as Nike, Ikea and Dr Marten, just to name a few. It’s variety in collabs appeals to multiple audiences whilst still maintaining that street style which is essentially what Virgil aimed to do.
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Primary Group Research - Bullring
For our research we went into the city centre in order to see what went well for certain brands and what didn’t. In addition we saw things that we could potentially use for our business. We chose to look at 3 particular brands:
1. Arket
Arket sells minimalistic clothing and homewear for more mature men and women providing everyday basics as well as work clothes. The brand is only 2 years old and is part of the H&M family. The Birmingham store was situated quite central to the hustle and bustle as it likes to be labeled as the modern day market place as customers will be able to enjoy the experience with a bite to eat. The store environment reflected the minimalistic garments as it mainly consisted of white and grey furniture. Being a sustainable brand, their packaging consists of organic cotton totes, recyclable paper bags and biodegradable plastic. To also keep with the mature trend, they tend to just rely on word-of-mouth for promotion.
2. Tommy Hilfiger
Tommy Hilfiger is an infamous brand with the name itself driving sales. However the brand uses social media campaigns and celebrity collaborations to increase their growth further. For example they have done collections with Formula One racer, Lewis Hamilton, and supermodel, Gigi Hadid. The store was situated within the Bullring besides Selfridges, amongst other higher-end stores, adding value to the brand before even going in the store. The sales assistance aim to provide excellent customer service at all times, creating a positive experience for the customer. Noticeably, the brand’s main colour: blue, red and white were prominent in the store the instant recognition of the colours exemplifies how huge Tommy Hilfiger’s brand identity is.
3. Trapstar
Trapstar is a London based streetwear lifestyle brand, founded in 2011. Its Birmingham store is situated on LinkStreet inbetween The Bullring and Grand Central, getting lots of engagement by passers by. However, the sense of mystery and exclusivity in from looking at the store was very noticeable since the front window of the store has been completely blacked out. Inside there is only one design of each design on show, presented on two rails. They mainly sell t-shirts, hoodies and tracksuits with the average price being around £75. The brand doesn't use influencers to promote the brand however they do have an Instagram in order to inform their followers of the newest drops as some of their products will be sold for a limited amount of time. It has seen great success with grime artists wearing the brand as well as the likes of Cara Delevigne.
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