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Original Prefab77 Prints

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Prefab77 MARKETING ANALYSIS

PRODUCT

Prefab77 sells political unique thought provoking artwork which focuses on popular culture and often features political / anti-establishment messages which contrast the views of the famous subject featured. The art predominately focuses on modern popular culture desirable to the mass market with rock and rebellion aspects the artwork is created to stand out from the competitive market.

PRICE

The artwork is varied in price but all in all is affordable for its target consumer. The price is not considered as luxury. It’s approximately £210-250 for a price of Prefab77’s work.

PLACE

Prefab77 originated in the north east, UK but since has recruited multiple artists who work from New York and California; though it’s main base is in Newcastle, UK.

PROMOTION AND CONNECTING

Their brand is promoted through their website, it phrased itself as an ‘conceptual visionary’ promoting specific messages within its artwork. The website itself uses a very conversational tone when marketing itself to its consumers. Making the consumers really value the brand they are buying from, and buy into the experience. The website also elaborates on the artworks hidden agenda and thought provoking messages.

PEOPLE

The artists are extremely skilled across all aspects of the work from digital to freehand work, which aids to the complexity of the pieces. The way the artwork is made using different techniques makes it more desirable to a wider range of consumers.

PROCESS

Photography - all Prefab77 artists shoot their own photos which are weaved into original artwork and photographs, then add paint and freehand procedures eg. Spray paint and varnish, and edit the images digitally. This adds layers and layers of technique and is a clear sign of hard work and complexity.

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Prefab77, Dublin

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@prefab77 in london / photo by @hookedblog

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Elle Magazine analysis

Elle magazine is predominantly aimed at young women, the evidence for this is that ‘Elle’ translated in French means ‘she’. The magazine releases twelve issues per year; being a monthly subscription. It focuses on image and really advertises its idea of beauty, because of this its audience aspire to become the representation which then makes them aspire to buy the products featured. Elle’s target audience is generally women for the ages 16-30. Its audience are all buying because of their interest in the latest fashion and beauty trends which Elle displays. Elle is predominantly filled with advertisements, brand endorsements, and campaigns. These are normally platforming the latest trends, beauty products, and fashion lines.  Elle magazine being based on products and brands, would be purchased by someone who has disposable income; on the other hand, it could be purchased by someone who aspires to buy the products, meaning the reader profile is slightly expanded and varied. Elle launched its online platform in November, 2010 which has also increased its readers, making itself more widely available globally. The latest Elle release is based upon ‘fearless femininity’ and highlights the latest fashion catwalk trends; which have been very feminine based lately, one being frills which have recently come back into fashion on a big scale. Fearless femininity as a topic would generally attract female readers also, and because the topic is quite broad and has a political edge it may be bought by other readers as well as the average mainstream Elle reader. The general theme of the magazine is based on how to rock the maximalistic trend without fear and fearless women’s fashion; which would appeal to its target audience. The layout of the cover in this issue follows the general theme, with ‘ELLE’ in capitals, spaced out along the top; because of Elle being so well known it is able to submerge letters behind their graphics and photography, for example in this issue the letter ‘L’ has been covered by the models head. Elle generally uses short and snappy articles to sustain the reader’s attention and focus. The articles are presented vertically down the page, and are spaced out with the same amount of guttering between each text, giving the pages a clean and professional look. The recurring tone of each article is tailored to the target market and is very informal and chatty, but still manages not to fall into the category of being a gossip magazine because of its high-profile endorsers and brands featured. Elle’s features can vary between politically driven pieces, to current celebrity gossip in the media, as well as pieces from stylists and designers writing about the latest ‘must have’ trends. All-in-all Elle magazine I believe has made a very sturdy platform for itself in the market which will remain strong if it continues to publish the way it does and by using different ways of platforming itself, for example being more prominent on social media; which can only elevate its current sales and audience.

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Handbook of Research on Global Fashion Management and Merchandising

The Handbook of Research on Global Fashion Management and Merchandising researches various effective management procedures within the fashion industry. This research includes entrepreneurship, operations management, marketing, business modelling, and fashion technology, practitioners use this publication as a source of their research to guide them through their studies. This Handbook has been known to develop skill sets, and make people more knowledgeable of global fashion management and merchandising. Upon finding this handbook I have found out that I am very interested in this area, and I plan to read this book and would like to continue future research into it. This is based on the fact that I work in Visual merchandising and would like to gain as much knowledge as possible in the area to aid my job role and career. The written piece talks about the ‘Innovation and novel leadership strategies have aided the successful growth of the fashion industry around the globe.’ However also highlights the fact that the dynamics of the fashion industry are changing always, and that the industry strategies and practices are also forever changing.

Vecchi, A. and Buckley, C. (2016) Handbook of research on global fashion management and merchandising. Available at: https://www.amazon.com/Handbook-Research-Fashion-Management-Merchandising/dp/152250110X (Accessed: 8 November 2016). In-line Citation: (Vecchi and Buckley, 2016)

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Jobs behind the scenes

Upon watching a multitude of Alexa Chungs Vouge vlogs, and interviews, I have learnt that there are many different career paths within fashion and communications. For a brand to survive in 2016 there are several behind the scenes job roles that must be filled to ensure success. I have researched two of the positions that I was interested in and how I could possibly achieve these positions. Digital Editorial intern: Helping the Editorial teams with day to day tasks such as researching news, features and interviews, transcribing, writing stories, liaising with PRs, assisting with social media and occasionally assisting on photoshoots. Editing videos and learning about all aspects of digital and editorial business. ‘You should have strong written skills (specifically writing for online), knowledge of and enthusiasm for all things MTV including music, movies, fashion and celebrity news, administrative experience, basic knowledge of how content on websites/blogs is managed (HTML not required) and be comfortable on the phone liaising with PRs. A strong understanding of social media including Instagram/Snapchat/Twitter and Facebook is a must.’ Most of all, you have a desire to build a career in digital media and are ready to learn in a real life environment. Creative Assistant: Co-ordinate studio- trafficking workflow eg: follow each project in the studio after it has been briefed in to final delivery. Aiding workflow management – sending out reminders to designers/artworkers. Raising JDEs (POs) and ensure suppliers are sent POs numbers for invoicing. Print and receipt JDEs when approved. Chase for JDE approvals when requested by the finance team. File management and maintenance – ensuring all files are saved in the correct size and format for the design team to use and Keep up to date log book of all shoots. On shoots: Help with location research/scouting trips and research on set builds – quote differing designers to ensure best price. Research/find props for shoots when required. Option and confirm shoot teams on studio manager’s direction. Chase team availability – making sure that we have the best team possible for each photo shoot. Shoot due diligence – eg: catering schedule etc. Must be a Creative thinker and idea generator, Commercially aware with a strong understanding of the high street. Must be able to perform under pressure and operate in a fast pace environment and be forward thinking and confident to challenge. Must work effectively with others and can influence and communicate at all levels, self-motivated and enthusiastic and have a high level of accuracy and attention to detail. Should have MAC/PC skills (CS5 Adobe Creative Cloud).

One search. All jobs. Indeed (no date) Available at: http://www.indeed.co.uk/ (Accessed: 8 November 2016). In-line Citation: (One search. All jobs. Indeed, no date)

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Celebrity Endorsements, what are they?

There are many ways to promote and establish a brand. One of the more popular ways to promote a fashion brand is by using upcoming and popular celebrities to communicate and represent the brand, capturing their identity. To promote a brand using celebrity endorsers the celebrity used must encompass what the brand is trying to promote, this way the brand is not tarnished or mislead by an ill-fitting endorser. Celebrity endorsers are now crucial in marketing a brand, because of the huge impact they have on consumers today. Social media and blogs also play a major role in marketing a brand. This has become more prominent as more celebrities join and post regular updates and collaborations, with brands on social media. The creative director of Balmain Oliver Rousteing, uses social media as his base platform to promote the brand Balmain. He uses snapchat, Instagram and twitter to broadcast about new lines, collections and current celebrity collaborations. This creates a larger following for the brand, expanding their fan base. Also for those following the accounts and pages they are notified with every post so they are subliminally thinking about the brand always. Versace as another example, also consider social media as their biggest platform, they recently announced on Instagram, a collaboration between Donatella Versace and Zayn Malik. In which they’ll be designing a clothing line together for Versus Versace; Zayn X versus. Malik, first impressed Versace once meeting him through his supermodel girlfriend Gigi Hadid, with his recent streetwear line and shoe collection with Giuseppe Zanotti. Since leaving One Direction, Malik has created his own self-brand. Starting with his breakthrough into R&B in January 2016, he made himself known to be more urban and Hip-Hop. He related himself to streetstyle and made his urban vibe become more prominent once he released his collection Think Hood by Air with Urdu Script. His most recent venture is with Versace, who have teamed up with musicians previously. The clothing brand worked with rapper M.I.A. and Lady Gaga in 2013, which again have very urban and unique backgrounds but Versace noted that this recent collaboration would be particularly special. "Many celebrities do clothing lines that just aren't relevant," she added. "This one? It will be. He's smart to do it with me." Malik, himself believes that this venture with Versace is like a dream come true, because he feels a strong connection to the brand. Not only will he be co-designing he will also star in Versus' next two campaigns, unveiling in February. This will boost Zayn’s brand as well expanding Versace’s fan base.

Jones, K. (2016) Zayn Malik is teaming up with Versace. Available at: http://www.harpersbazaar.co.uk/fashion/news/a38265/zayn-malik-is-teaming-up-with-versace/ (Accessed: 2 November 2016). In-line Citation: (Jones, 2016)

Brand Identity and Celebrity Impacts - Sophie Gardner 

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Research methods within Fashion Communications

There are many ways to do primary and secondary source research within the area of fashion communications. There are two main ways of doing primary and secondary research within PR and communications; qualitative and quantitative. Both ways of research are needed when researching (for example a brand) to gain a broad and extensive knowledge, to then analyse and consider. Qualitative research uses a small group of people, doing in-depth studies to gain knowledge about their target audiences beliefs and perceptions on certain topics. ‘The results of qualitative research are descriptive rather than predictive’. Qualitative research is based on doing in-depth interviews, discussions (with two to ten individuals), observations and journal exercises. Qualitative research, came from social and behavioural sciences: sociology, anthropology and psychology. Sessions may be conducted in person, by telephone, via videoconferencing and via the Internet. This research can be conducted in various ways; telephone, internet, video calling; face time, webcam, email etc. Quantitative Research is mainly used for collecting numerical data and is factual (not based on people’s opinions and views). It combines statistics and percentages to gain a wider understanding when paired with Qualitative data. Secondary research is the most popular form of research in this industry today. It is a method of gathering data which has already been produced. Research methods include; browsing the internet, reading magazines, articles, the newspaper, watching TV, the news etc. Throughout my modules I have decided to combine all the research methods I have considered, to ensure I get a broad understanding of the topics in question. From example, I will be reading academic journals – secondary research, as well as doing qualitative primary research, going out and asking and considering different opinions and views.

Daymon, C. and Holloway, I. (2010) Qualitative research methods in public relations and marketing communications. Available at: https://books.google.co.uk/books?hl=en&lr=&id=nIdeBwAAQBAJ&oi=fnd&pg=PP1&dq=fashion+communications+research+methods&ots=6eRL7rqpBk&sig=8ZJP-_mCdCcHIQClLZFnrGi8O4E#v=onepage&q=fashion%20communications%20research%20methods&f=false (Accessed: 7 November 2016). In-line Citation:(Daymon and Holloway, 2010) YourMembership (2016) What is qualitative research? - qualitative research consultants association. Available at: http://www.qrca.org/?page=whatisqualresearch (Accessed: 7 November 2016). In-line Citation:(YourMembership, 2016)

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Brand identity

Branding is everywhere. It is crucial to our daily lives and effects what we wear, eat, say and do. The overall aim of a brand is to establish a long-standing relationship with its consumers. Branding is central to business, and is developed to attract and keep customers by promoting value, image, prestige, or lifestyle. In short, a brand is not its product or logo it is the entirety of all the meanings and concepts that the consumers feel emotionally about the brand. A brand is a sign of value in a business world where customers have multiple choices. Investors need a symbol of acknowledged capacity for value creation. A brands logo is that symbol. Renowned brands often have a very clever logo, enticing customers into buying from them, this way every aspect of the brand is working to attract more consumers. Logos can be made attractive buy adding contrasting colours and creating moods with the colours used, e.g. McDonalds use red and yellow in their sign. Colour is used very cleverly in logos, and is truly important to use the correct colours and abide by the science of colour phycology. Studies show that the colour red manipulates the mind. Not only does it signify power and wealth, but the colour red also induces huger when paired with yellow. This manipulates the consumer into wanting to buy from the brand. Which coincides with McDonalds being a fast food service as the consumer sees the logo, it triggers them into impulse buying. Another example is the use of blue within a logo, usually it is very prominent in bank logos, to enhance the feeling of a calm atmosphere, which automatically makes the consumer believe the brand is trustworthy, loyal and manipulates them into thinking they should trust the brand. Generally, a well-known established brand can be summarised in three or more words; for example, Channel – classic, luxurious, tasteful. Once the adjectives become synonymous with the brand they no longer need to be repeated or relied upon to enforce what that brand represents; the subliminal connection should happen automatically.

After researching into branding I have become more aware of these factors and it as made me want to research more into how I could possibly create my own brand in the future and how I could make this possible via social media platforms and internships; to gain more knowledge and experience.

Color psychology (no date) Available at: http://bluesky-web.com/color.htm (Accessed: 2 November 2016). In-line Citation: (Color psychology, no date)

Brand identity and celebrity impacts

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Finding a niche in Sustainability

Because of the growing market in ethical fashion, it is hard to find a niche in the market. ASOS, I believe, have managed to overcome that factor. Predominately being on social media with a large online presence, ASOS had to go big with their sustainable branding. Especially as ASOS features some of the most popular fashion brands and stars all the current fashions. The brand has come out with their ‘Eco Edit’ featuring current trends and upcoming styles from a variety of brands. Within this ‘green room’ ASOS houses items such as up-cycled vintage wear to hand-crafted jewellery. ASOS has been featured in many blogs relating to sustainable fashion because of this, which is great press for them and shows they are noticed as an ethical brand. Another example is the brand Made. They work with workers skilled in the trade of jewellery making to create hand-made pieces, at the same time as helping the community. Made employs sixty men and women in Kenya to create their jewellery in a workshop and teaches then new skills of the trade; which provides them with a steady job and current employment. It also provides them and the consumer with piece of mind, they are using environmentally sound materials, therefore are not harmed in harsh working conditions (eg. Fast fashion work areas).

Harper, J. and Nivelo (no date) Ethical fashion forum. Available at: https://ethicalfashionforum.com/ (Accessed: 7 November 2016). In-line Citation: (Harper and Nivelo, no date)

Bibliography: Claire, M. (2016) The best ethical fashion brands. Available at: http://www.marieclaire.co.uk/news/fashion-news/the-best-ethical-fashion-brands-to-know-sustainable-fashion-84169 (Accessed: 7 November 2016). In-line Citation: (Claire, 2016)

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Ethical fashion

Ethics within a company have become a huge focus in the last couple of years. Especially in fashion. Companies like H&M have jumped on the bandwagon with their line ‘the conscious collection’ featuring clothes which have been made ethically with workers’ rights I mind. Sustainability is key to a brands wellbeing because of the medias interaction with consumers, also because of other brands trying to become more reputable by degrading others. ‘Surveys have produced evidence that consumers will reward businesses that treat their workers and the environment fairly and sanction those that do not (Creyer and Ross, 1997; Forte and Lamont, 1998). However, limited research has been conducted concerning the consumers' view on ethical issues in the fashion industry and its influence on their purchase behavior (Dickson, 1999, 2000; Balzer, 2000).’ This research claims, what I have stated previously was true, and that workers’ rights are globally broadcasted and the consumer is often effected by said brands ethics. The market for Sustainable fashion has grown massively this year and continues to grow. American Apparel and People Tree, are gaining new interest from consumers becoming more aware of ethics within fashion, via social media and the press. But will ethical fashion become mainstream? Where will it go from here? Who else will join the movement? I believe to be a reputable brand in 2016 it must have an essence of ethics and sustainability to survive in the current market, and this will become a recurring trend within branding.

Joergens, C. (2006) ‘Ethical fashion: Myth or future trend?’, Journal of Fashion Marketing and Management: An International Journal, 10(3), pp. 360–371. doi: 10.1108/13612020610679321. In-line Citation: (Joergens, 2006)

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Feminine Frills

This year frills and Ruffles have stormed the catwalk. Brands such as Alexander McQueen; leather ruffles, Balmain, Carven; sheer tiers and many more have showcased them in their lines especially in Spring earlier this year, but the trend has continued and is forecasted to do so throughout the winter season. The trend really makes femininity very apparent and adds a feminine flair to any outfit.

The #LFW frill fest (2016) Available at: http://www.vogue.co.uk/gallery/london-frills-and-flounce-trend (Accessed: 7 November 2016). In-line Citation: (The #LFW frill fest, 2016)

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Continuous Trends, will they ever die?

To start, briefly what is a trend? A trend often reflects what is happening at a given time. ‘A trend can be in any area and doesn't only reflect fashion, pop culture and entertainment. There can also be a trend in the stock market to be bullish or bearish, depending on economic indicators, or a political trend reflecting a nation’s current mood. Some trends are fun, some fabulous, some appalling, but however long they last, you can be sure there will always be a new trend coming along to replace the old.’

The 70s trend is continuous and has been for decades, it consists of some fundamental basics and casual separates but incorporates a mix of very stand off pieces via mixing prints, colour, and textures/materials; creating a whole sense of being part of the maximalist movement. 

The trend has evolved greatly in 2016 due to new inspirations and ways in which garments could be made, embellished and altered. Chiffon dresses and embodied denim have made frequent appearances on the catwalk as well as on the high-street, these could be incorporated and paired with suede jackets and vests using a few key garments like these really showcases he trend; as seen in the recent Alice & Olivia, and Coach and Rodarte collections.

Fashion trends (2016) Available at: http://www.vogue.co.uk/topic/fashion-trends (Accessed: 8 November 2016). In-line Citation: (Fashion trends, 2016)

Cambridge Dictionary (2016) Trend meaning in the Cambridge English dictionary. Available at: http://dictionary.cambridge.org/dictionary/english/trend (Accessed: 8 November 2016). In-line Citation: (Cambridge Dictionary, 2016)