SELF OBSERVATION Reflecting on my two years at University, I have observed that directing, layouts and ideas have become my strengths whereas research and theory has remained a battle. Combining idea generation and directing I have discovered my interest for trend forecasting and art directing.
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These roles lay more at the beginning of the Fcp triangle, although aspects of art directing run throughout.
Creativity and a good eye is important for these roles, from reflecting on my feedback I feel these are my qualities. As a creative student I am constantly searching for anything that inspires me. Overtime certain aspects in artistic industries have become my interests. I forever use these interests as insights for new ideas to create representations of my persona and something that becomes unique to me.
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Travel, beauty and photography are what I consider to be my key interests, for I often link my individual work to the creativity of these topics, picking out key inspirations that stimulate me.
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This report will outline the findings of both of my initial ideas; it will show the progression in which I want to take them by conducting research and mock-ups as a result of the process.
Photography is a dominating factor within the fashion industry as it captures everything from the movement of the models to the colours of the garments. Although it has altered over history it has always had the same purpose; capturing a moment in time. Shinkle [2012] wrote ‘As well as creative talent, however modern fashion also depended upon image and advertising spectacles, and the visual presentation of fashion quickly became as important as the production of garments’ [p.3]. This led me to see possible ideas of merging fashion and photography.
CAPT URE LIFE
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I collected all of the data that I had organized to produce a cartogram based on the effects photography has on fashion. Splitting my findings into five singular categories. In most circumstances discovering trend innovators can be a difficult task to start with, for not many sources inform who originally set the trends. In my case photography is a broad subject, so I consequently looked at renowned, original fashion photographers, such as Edward Steichen, because they are whom we have to thank for the brilliant photography of today. Subsequently looking into my research from trend drivers, this included far more articles and quotes. ‘Our photographs tell us what is important to us.’ [Digital-Photography-School, August 2012.] From this source I realized how photography is so important to people and how it has become a vital part of peoples life. Leading to trend impacts; how the trend is already establishing itself within different productions, from DIY books to websites such as Tumblr. I understood from this how locations have varied over time as photography has become more important and credited. Thus controlling trend consequences which show the world becoming sucked in by social media. ‘designers are turning to social media like Instagram, Facebook and Twitter to help drive more online purchases.’ [Billy Hulkower, Technology Analyst/ Mintel, August 2014.]. As technology develops it is easily assumed the future lays in the hands of further developed apps for smartphones and cameras will become smaller, for in this generation a camera is just as important as a hand. “Digital camera manufacturers may offer a product with superior quality and features but with two substantial disadvantages—it is not always at hand and consumers are generally satisfied with the quality and convenience of the camera on their mobile device.” [Billy Hulkower, Technology Analyst/ Mintel, April 2013.].
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UNDERSTANDING THE MARKET
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From pinpointing crucial factors within the timeline in photography history I decided to focus on the technology side (the consequence and the future). I chose these two sectors to focus on because from investigating technology is the future. I did this by researching different apps that currently combine photography and fashion, especially focusing on the ones that weren’t as successful, to see if I could improve them. To further my research I decided to watch fashion films such as clueless. From watching this I came to the idea of creating a type of personal stylist app. I felt it combines photography and fashion well, however also is a technology platform. I tried and tested numerous apps such as asap 54, my shape stylist and styleeyes to discover if there is an aspect of creativity apps are missing. They offer the consumer various tips for styling, studying body shape measurements and filter clothing that they think their consumer will like, nevertheless lack with stylish visuals, simplicity and a platform where people can create their own styles. I therefore questioned this and started to see a space in the market.
FESTIVAL ACTION A study of RFID tags made me realize intelligent data such as this is being created for businesses and not for the consumer. As technology is evolving it is important the consumer feels they are gaining access to intelligent technology without the cost. My research also turned to social media. While looking at the daily mail I came across an unbelievable article. ‘Woman, 23, spends £10,000 on clothes because wearing the same thing twice on Facebook would be ‘embarrassing’.’ The article later stated ‘67 per cent of 18 to 24 year olds feel the same.’ [Deni Kurkova, Daily mail, December 2014.] This seriously indicated to me that our self obsessed generation care so much about what we perceive ourselves as online, that my idea should focus on creating a platform where people can visualise their fashion interests online. Observing the daily mail article made it apparent to me the young generation are whom I should be targeting. At a festival I was going to I planned to curate my research [See Apendix] I felt it was a perfect opportunity because festivals are aimed at the young generation. Creating yes and no 3d cards I asked 40 people would they use a styling app. The majority said yes because they struggled with knowing what clothes to match up. One girl interestingly said “stylists are paid loads, if an easy to use app could do that for free, that would be brilliant.”
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T R E N D B L E N D This led to my ideal; an app that furthers the users fashion knowledge, named Trendblend. After researching fashion and stylist apps I decided to make my app camera based. The person using the app will take a picture of for example their shoes and the app, paying attention to colour palettes, style and patterns will search across brands to deliver clothes and makeup products that coordinate the shoes.
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The user can filter the search by clicking ‘tops’ or ‘lipsticks’ if they are in a hurry. If the user comes across an item they like they can heart it, where they can then put it in their ‘wardrobe’. Their wardrobes can be personalized and renamed to match the style of created looks. Other users can ‘borrow’ their wardrobe (almost like repining or sharing) if chosen to be made public. If the user wants to buy the item they can click on a direct link to the brands website. Unlike other apps the user is just as much in control of creating outfits, the app just triggers their creativity and offers visuals to choose from.
“Apps are an effective way to compete in an increasingly technology-driven environment. It could be that they are the saviour to lift the high street out of the grave.” [Paul Saunders, Retail week, June 2012.] This is why my app is timely. I also feel that fashion apps don’t allow their consumers to be creative enough when using their apps. I have identified what people want but also what I want from an app as I feel I am a perfect example of someone who would use Trendblend. It is an app that truly allows its user to be creative and further its knowledge on what types of clothing pair well. Implying there is a gap in the market for Trendblend.
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CONSUMER PROFILE After analyzing my findings from my primary research I have been able to create a consumer profile that is a perfect example of someone who might use Trendblend. A female, late majority aged in the 18-25 category, that needs guidance with styling. I feel that this age group is mostly focussed on their image and wants to be able to create their own looks in order to become more stylish, also may not need as much help with actual styling like the younger generation do. Most probably feminine, looks for sophisticated, pastel and pink clothing. Enjoys socializing, shopping and going to festivals. This is a stereotype, however may give insights to who my consumer will be.
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My research showed that more females who are feminine would be more interested in using an app like Trendblend. Consequently I have created a logo for the app that I think would appeal to my target consumer type.
I have formed a perceptual map to show current apps similar to Trendblend on the marketplace and have placed it where it would best fit.
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I feel that the majority of the competitor apps look tacky and overly busy, therefore I feel that Trendblend will stand out for looking creative and simplistic which is what a fashion consumer wants from an app. “It may be that these fashionistas— obsessed as they are with visual images—have something to teach other kinds of goods makers.” [Kevin Parker, editorial director, Control Engineering, March 2014.] I have decided to make my app free, because it is a new app therefore people will want to trial and test it before committing their time to it.
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The fashion industry is constantly picking out colour palettes, trends and textures from various cultures to create and promote both fresh and classic styles. “Whether for relaxation or adventure, returning to the country where they were born, or visiting destinations rich with history, designers often find inspiration on their travels.� [Elana Kaufman, Four seasons magazine, February 2014.] This led me to realise that for my second idea I could combine both travel and fashion to generate a complimenting process.
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The trend innovators are people who care about the mind and soul, in addition travel helps ensue this. By researching on social media and books I discovered that health food inventors, Buddhists and respected authors helped push this forward, comparatively Francois Rabelais, a French writer said “Mind is more powerful than hands.” The trend drivers exhibited this way of thinking, from yoga classes to articles informing that travel is good for you but also trend forecasting. From this I understand that by driving this trend it is promoting happy living which is something everyone hopes for. To encourage this further, books, health foods and products are the result of trend impact. Fitting this lifestyle into daily routines and sourcing powerful ingredients from various countries. We can now see the result of this trend everywhere, from buying a piece of ‘boho’ fashion to hip flasks stating ‘young wild and free’. The consequence of the trend is that instead of this lifestyle being a religion it has become a huge trend that people enjoy, because we can’t always vacate plus we adore learning more about the world. The trend future will adapt to the demands of technology that society use on a daily basis. Evaluating this information enabled me to start thinking about how I could combine travel and fashion with technology. The creation of a cartogram gave insights; people love vacations and learning other countries cultures, which stimulates fashion trends.
HAPPY TREND
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This created a vision in my mind of trend forecasting for a fashionista consumer. ‘The number of internet users worldwide will surpass 3 billion in 2015, increasing 6.2% next year to reach 42.4% of the entire world’s population.’ [Advertising & marketing, Emarketer, November 2014.] Discovering the statistics of such great mass set my mind on creating a website. I wanted to study websites that already offered consumers trend forecasting. I also wanted to further develop this however so that instead of fully concentrating on trends it differentiates itself from major companies already offering forecasting. My exploration continued by looking at websites such as WGSN, Trendstop and Trendwatching. Although credited websites I felt they all copied each other, lacking originality and ease of use. The majority of websites I analysed cost to read their contents, thus clearly suggesting their target audience more mature. This made me question why there aren’t easy accessible trend sources on the Internet.
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Websites such as Vogue, Glamour and Elle have informative posts about places to visit and upcoming trends but are constantly posting unrelated articles such as famous interviews that people my age find less uninteresting. Suitcase, a website combining travel and fashion helps its readers with ideas on what to pack for holidays. This was not a route I wanted to go down; people can’t afford to travel all year round therefore making it ineffective annually. I started to see a gap in the market focussing around the younger generation who love travel but can’t always vacate. Heading out into the centre of Nottingham I approached 10 students [See Appendix]. I wanted to focus on the younger generation; my research showed poor sources for young adults. By simply showing them pictures of trends vs. fashion interview articles I was able to gather helpful feedback. I asked all females because I initially felt more females will visit a website combining fashion and travel. All ten chose the picture of the trends. One said “if I wanted to know about an interview I would just watch it.” I completely agreed with the girl, which made me certain on creating a website purely about visual and thought-provoking contents and cutting out dull contents the younger generation dislikes.
THE POWER OF IMAGERY
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Focussing on the travel element my idea is a website named PalmTree. It informs the reader about fashion and beauty products inspired by different countries. The website will contain stunning photography and photoshoots throughout to create looks for the reader. Advertising a mixture of affordable and more luxury products. It will include Facts about countries and key sourced ingredients for skincare and recipes. Unlike websites and magazines that already trend forecast, the readers will further their knowledge of places in the world and can see how places trigger the trends they want to buy. Focussing on interesting colour palettes, styles and textures, with all contents fashion related; PalmTree offers readers the world of travel in the palm of their hand.
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My website is timely because after collecting primary research it was apparent that people want to be able to find upcoming trends free of charge, which remains a battle on the internet. Websites such as WGSN create difficulty for fashionistas that haven’t made it in the industry yet, therefore PalmTree makes this easy, while actually giving readers interesting knowledge of where those trends came from.
CONSUMER PROFILE PalmTree is for those who adore travel and fashion, yet can’t always vacate. I decided that the 16-25 category would be correct age group to aim my website at. At this age it may be hard to vacate, generally due to money problems, therefore PalmTree keeps readers fulfilled visually and mentally by feeding their passions. A female, fitting in the late majority sector that is still discovering who they are. Most probably a frequent technology user, interested in health foods and often shops for earthy tone clothing.
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I have formed PalmTree on the I have therefore of travel and
a perceptual map to show current websites similar to marketplace and have placed it where it would best fit. created a logo for PalmTree based upon the combination fashion, considering my target consumers preference.
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I have decided to make my website contents free, to stand out against apps such as WGSN which demand payment for their research. Giving consideration towards the younger generation who generally have less money.
In conclusion there is defiantly a gap in the market for both of my ideas. Our future could easily lie in the hands of the 18-25 age group, who are currently studying to create fresh ideas. These fashionistas need easy accessible technology that will drive their ambitions and stimulate their creativity. My research will continue further throughout the summer months by visiting countries in both in and outside Europe and various cities. By word of mouth I will ask people their opinions and will gather professionals knowledge. The V&A is currently hosting a photography exhibition which will give me broader insights to further develop my ideas.
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APPENDIX
P R E S E N T A T I O N
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RESEARCH METHODOLOGY Yes & No cards Purpose: At a festival to see if people would use a stylist app. Strengths: The people were no connection to me, therefore delivered honesty with every answer. Weaknesses: Not enough feedback. Outcomes: I was in a place filled with my target audience therefore I targeted the correct people. Effectiveness: People were honest and the majority held up the yes card.
Approaching 20 students Purpose: To discover what contents people are interested in. Strengths: Focusing on my target audience. Weaknesses: Not enough people asked. Outcome: People liked the fact I showed them visuals and short questions. Effectiveness: Gave me confidence that my target audience wants the same contents as me.
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INNOVATION CURVE T R E N D B L E N D
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