FRED PERRY- INNOVATION THROUGH DISRUPTION PROPOSAL

CONTENTS 1. SLAB CONTEXT & GEN Z'S REGENERATIVE VIEW ON THE FUTURE 2. INTRODUCTION TO CASE STUDY 3. PROBLEM STATEMENT 4. AUDIENCE 5. SOLUTIONS 6. VISUALS

1. SLAB CONTEXT & GEN Z’S REGENERATIVE VIEW ON THE FUTURE

Working within a Future Lab: Slab and also as an individual creative.

Slab is built upon the foundations of fashion, consumerism and internet culture becoming indistinguishable, identifying the presuppositions we have been conditioned to accept. Our main drivers being data protection, data rights and the rise of depression and anxieties caused by social media. Our insights cast a light onto the need for digital rights and wellbeing which is fuelling demand for decentralised online space.

“If one is mentally out of breath all the time from dealing with the present, there is no energy left for imagining the future” – Elise Boulding.

Fig 163. Slab Logo (Stalker, 2021)

We believe that Gen Z has a growing desire to operate in digital spaces which is being translated into emerging platforms such as Twetch and Web 3.0. Taking into account these insights and combining my inspirations into youth cultures I have brought Fred Perry into this sphere. I am interested in the brands perspective with today’s subcultures and the existence of the brand in the digital realm and how they can overcome the negative associations to exist in 2030 and beyond. Analysing Gen Z’s desire for decentralised online spaces, I propose a decentralised space for Fred Perry’s Subculture Project to exist in 2030.

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2. INTRODUCTION TO CASE STUDY

Fred Perry is one of the most celebrated British brands with a strong heritage and well-known identity; the laurel wreath acts as a badge of honour for the brand. Fred Perry played a huge role in the Mod movement of the 1950s and was later adapted by many other subcultures. The brand has embraced street culture, subcultures and youth cultures over the years.

Fred Perry has been attached to many negative connotations. In 1967 the brand was adopted by whitenationalist skinhead party’s and in recent years has unintentionally become associated with a US neo-fascist organisation “Proud Boys”. Unfortunately, the polos have been attached to white supremacist groups and neo-Nazi collections which has often left the legacy of the origins of the brand forgotten and wrongly misplaced.

Fig 164. Logo (Clothing, 2021)

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3. PROBLEM STATEMENT

Fred Perry is a strong legacy brand with nostalgic characteristics. One of the main issues being attached to far-right groups. The brand is very set in traditional ways, resorting to more rigid ways of advertising. The collections are limited with the polo shirt being the main attraction and symbol of the brand. Holding onto its heritage & roots so strongly is not allowing it to evolve into the now. Lacking relevancy, inclusivity & diversity, they need to expand their market by delving into the younger generation. The project Subculture has the potential to grow much more with the brand interacting with music youths of today as well as uncovering emerging talent.

“Tackle the conversation around the skinhead culture that was associated with Fred Perry” “More media amplification disassociating from the far righters and it needs to celebrate diversity”

Fig 165. Loader (Three, 2021)

“Engaging campaigns for young people that capitalise on its cultural capital tastefully” “Fred Perry is very relevant in the music and band community, they aren’t mainstream, they have their niche.”

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4. AUDIENCE CURRENT:

Predominately young males, the brand aims to hit the millennial bracket but is in actual fact worn by young (2030) middle/working class men. The brand is also extremely popular within the music industry and has more relevance in that field. ‘’You could see an 18-year-old girl wearing a Fred Perry shirt at a festival then a 50-year-old geezer wearing a Fred Perry shirt at a pub, in that sense they are very wide with their target audience.”

“It’s cool to see all generations appreciate the style, a rep of the brand.”

“The brand story being one of the main things that attract me to the brand. I think the brand targets our generation pretty well. The most recent collaboration with Gorillaz is aimed at us.”

2030:

A more fluid audience, Gen Z & Gen A mixture between male & female, venturing more into creative fields and young sports men and women.

Fig 166. Loader (Three, 2021)

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5. SOLUTION

Enhancing on Fred Perry Subculture and combining the insights Slab generated for Gen Z’s regenerative view on the future, Fred Perry subculture will transition into a decentralised platform creating an online space for Fred Perry Subculture to co-exist digitally and physically.

Modernising the approach to this generation but still emphasizing on the sense of nostalgia that the brand facilitates, Fred Perry will be brought into relevancy.

The platform will be accessed via the brands website, taking a nostalgic approach designed in the style of Web 1.0 but with a futuristic take on gamified culture. The platform will be multi diverse with original features; access to articles, films, archive collections as well as playlists. But the platform will also have a unique factor; one that will exist in 2030. Through the decentralised platform, users will be able to access a virtual event through VR, enabling interaction with others, featured artists and the existance in a Fred Perry Subculture world.

SIDE NOTE: I acknowledge Fred Perry’s attachments to farright extremist groups and I understand the early Web 1.0 was not protected. My concept adapts the aesthetic of the early web but is designed as a decentralised safe space for young people.

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5. SOLUTION PT.2

Alongside the platform, its vital that Fred Perry addresses the issues of being attached to far-right groups. As part of the immersion of the decentralised platform, Fred Perry will also undergo a new social media & marketing strategy, one that facilitates the brands relevancy, engages the audience further and tastefully capitalises influencers amongst Gen Z. It’s important that the brand keeps in touch with its audience and pushes the likes of Fred Perry Subculture on social media, enhancing the cultural capital of the brand but also driving more interest into the heart of Fred Perry Subcultures of the youths of 2030.

SIDE NOTE: The Fred Perry Subculture Platform will work hand in hand with this marketing strategy, for the purposes of this proposal it focuses more on the platform rather than a marketing relaunch.

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MAIN MENU

Figure 167. Subculture (Stalker, 2021)

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ARTICLES

Figure 168-169. Subculture (Stalker, 2021)

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PLAYLISTS

Figure 170-171. Subculture (Stalker, 2021)

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FILMS

Figure 172-173. Subculture (Stalker, 2021)

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VR ENTRY

Figure 174-175. Subculture (Stalker, 2021)

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14 14 Fig 176. Virtual (Three,js, 2021)

1515 Fig 177. Virtual (Three,js, 2021)

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Fig 178. Virtual (Three,js, 2021)

MOVING IMAGE & VISUAL NAVIGATION OF OUTCOME HERE: https://web.microsoftstream.com/video/3d05b063-0f97-436b-87b5-c87ba8768731

1717 Fig 179. Virtual (Three,js, 2021)