Portfolio of Work Fashion & the Future of Brands

PORTFOLIO GRACIA VAN MEEGEREN

PORTFOLIO OF WORK

FASHION & THE FUTURE OF BRANDS

CONDÉ NAST COLLEGE OF FASHION & DESIGN

Source: Gracia van Meegeren

Social Media Strategy Task

Task description: You will need to do some research and then collect together some images that you think will communicate your idea. Using the best from your selection of images, create a concept board that communicates your idea for a Social Media Video Ad for Facebook and/or Instagram. The Video Ad should be something that can be used to promote the Condé Nast College to raise awareness and encourage people to consider applying for or booking to study on a course. Make sure that you are making full use of the Condé Nast brand to create the Ad. This concept was created to promote Condé Nast College for all stages of the marketing funnel: Awareness, Consideration and Conversion. This was done by visualizing all Unique Selling Points of the Condé Nast College, consisting of five transitions. The first one is to introduce the college and draw attention by playing into people’s need to boost their fashion career. Then three Unique Selling Points follow: the reasons for applying at thís fashion college. The ad ends by encouraging people to apply and providing a last powerful reason to apply.

The ad is in line with the brand visuals of the college and in the style of luxury fashion.

The video is an instagram story ad (9:16 ratio) of no longer than 20 seconds.

An Advertisement for Condé Nast College of Fashion & Design

Instagram Live Storyboard Task

Task description: Firstly you will need to select a fashion

brand that you would like to create an Instagram LIVE for. It can be a multi-national brand or a small independent. Once you have decided the brand you want to imagine you work for during this task you will need to think about a number of things including, the brand and its audience, the way that the brand behaves on Instagram, the age of the audience. You will also need to consider what happens before you go live, during the live and afterwards too.

Karl Lagerfeld X Kenneth Ize Live Event T h i s l i v e s e s s i o n w i l l r e v o l v e a r o u n d t h e e x c i t i n g c o l l a b b e t w e e n K a r l L a g e r f e l d a n d K e n n e t h I z e . I t w i l l b e 4 5 - 6 0 minutes, depending on engagement of the audience.

BEFORE This engagement will be maximized by providing a live countdown 3 days prior to the event on the websites of both brands. During these 3 days, stories and posts will also be posted on the instagram pages of both brands, as well as Instagram ads, in the color palettes of both brands. This will promote the LIVE and create suspense, in order to drive traffic to the LIVE and create engagement during the LIVE. The goal of the LIVE is to boost awareness and sales of this c o l l a b , b u t m a i n l y t o p r o v i d e i n s i g h t s o n t h eT t h o u g h t s a n d i n s p i r a t i o n s b e h i n d t h i s c o l l a b . T h e s e m i f i n a l i s t o f 2 0 1 9 ' s LVMH prize, in whose jury the late Lagerfeld would have sat. Kenneth is also Karl Lagerfeld's first black designer.

For these reasons, Karl Lagerfeld wanted to shine a light on Kenneth Ize, and this LIVE will boost awareness on his brand and his African heritage.

The last goal is to promote genderless fashion. This LIVE will create significant reach by promoting the event for 3 days before it goes live, on multiple platforms, but also by making it a joint live. The instagram pages of both brands will go live and join the LIVE event. In order to make the Q&A go smooth and interesting, followers can send in questions prior to the event, which will be answered live. The LIVE event will take place in the global headquarters of Karl Lagerfeld in Amsterdam.

The direction of this event is to put a focus on this new collab, describe the facets of the collection, the thoughts behind it, their connection to Karl and answer questions about the collab. The three participants of this event are Kenneth Ize, the fashion designer who owns the brand Kenneth Ize, Carina Roitfeld, former model and now stylist, and Hun Kim, Head of Design at Karl Lagerfeld.

START Welcome by the speakers and mentioning of the purpose of the LIVE. Short tour around headquarters of Karl Lagerfeld.

MIDDLE Section 1: Describing the Collection In this section, the speakers will talk about the looks and feels of the collection itself: the products, the colour choices, design, but also about pricing, purchase channels and locations and other technical details.

Section 2: Inspiration behind Collection This section will be all about the thoughts and inspiration behind the collection. Kenneth Ize had many ideas and motivations that he wanted to incorporate in the collection. It was important to him to express where he is from, to incorporate his Nigerian roots in the collection. This is also important in his own brand and that is how the values of his brand link to this collection, as well as the signature bright colours. The speakers will explain that the signature black and white style of Karl Lagerfeld was also incorporated in the collection, so that is how Lagerfeld links to this collection. The collection will have both styles combined into one, which will be further explained into the collection. This colour palette of this moodboard is a mix between the black and white of Karl and the bright colours of Kenneth.

Section 3: Connection to Karl While Ize never had a chance to meet Karl Largerfeld, he does feel a strong connection to him, and he wants to explain in this section how he feels connected to him and what it means to him to be doing a collection with the brand of this inspiring designer. Roitfeld and Kim also have their personal connection with Karl and their personal stories regarding him, which they will share during this section of the LIVE. END Section 4: Q&A In this wrap-up section, the three speakers will answer pre-submitted questions of the followers about this collection, the thoughts behind this collection and this collab, or their connection with Karl.

AFTER The LIVE will be shared as IGTV, and metrics will be examined further to improve future engagement regarding the brands and their LIVE events.

Brand values & Touchpoints Task

Task description: Think of a fashion or accessory brand that you have purchased from, or engaged with in some way. Create a visual touchpoint journey map of the touchpoints and your journey interacting with the brand - highlight the strengths and weaknesses of the journey and your perception of the brand values as you went along.

A Story about a Customer Journey....

Pre-Purchase: This journey starts with a woman who has had enough of the social isolation caused by the pandemic and develops a need for an experience and social contact.

She starts browsing on the internet and her fashion magazine and finds a captivating article of Vogue, highlighting a store of Burberry that promises an unforgettable experience.

She investigates it further by visiting the Instagram page of Burberry, and finds more information about the store and what it offers. She sees this is what she is looking for and intends to visit this store. Meanwhile, she already feels excitement and happiness towards the brand, because it already promises to follow up on their values and create room for imagination, using creativity and forward thinking.

Purchase: She went to the store and experienced all of the different elements the store provided. It is new, it is exciting, it is innovative. The store also makes sure the brand won't be forgotten: everywhere, signature Burberry elements are visible. This store screams out all of the values of Burberry: Creatively Driven, Forward Thinking and being Proud of their Heritage. It is clear that the brand follows up on their values and their promises by providing customers with what they desire in a store experience. This means that engagers observe that Burberry's values are authentic. This is why this store makes the woman want to purchase, because she is so engaged.

Post-Purchase: After the purchase, when she gets home, she finds multiple items in her shopping bag, which provide more touchpoints to engage with the brand: a personalized note and a few goodies. There is also a strong Burberry scent, which when she will smell that again, she will think bag of the positive feelings she had when she visited the store, thus feeling positive emotions again which result in a positive brand image. These touchpoints manage to increase the positive emotions even further and even after the purchase was made, thus prolonging the experience. It is clear that Burberry wants to fulfill the wishes of the engagers: the last value: Open and Caring, now also comes to mind in the head of the woman.

The final step in this customer's journey is the personal letter she received from Burberry a couple of weeks later. This perfectly wraps up the customer journey of the engager, from finding out about a good brand concept, to becoming part of the store community. Burberry wanted to show her she was not forgotten and is also welcome, which increases her brand love and engagement even more and makes her see this brand as authentic and trustworthy. She feels loyal towards the brand, because it satisfied her desires and followed up on its promises and values.

Burberry's values are very customer-orientated, which means that Burberry listens to its customers and cares about the people. Burberry also makes sure to keep innovating in this fast changing environment, while also leaving room for imagination, something that modern consumers desire.

Burberry made sure to communicate its values throughout the entire customer journey, which is a very big strength, as it increases brand love and brand loyalty. It also increases revisit intention of stores and re-engagement intentions with the brand. By also following up on the values, Burberry is also seen as an authentic brand.

The Customer Journey Map was designed in the colors of the Burberry brand to make the journey even more visible and representative.

Customer Journey Burberry

Brand Strategy Task T a s k D e s c r i p t i o n : C h o o s e a n i n t e r n a t i o n a l b r a n d ( c o u l d b e a f a s h i o n , b e a u t y , a p u b l i c a t i o n , automotive or lifestyle brand) that you are familiar with and put together a short case study of how they have approached global brand strategy.

Digital Storytelling Task MY

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From a Static Article to an Immersive Story

To make an objective comparison between the regular and the interactive article, I first looked at the regular version. It was a normal, very static article, where nothing in particular stood out. This is what readers are used to and are not easily impressed by anymore.

However, when looking at the interactive storytelling version of the article, I was blown away. Not only when looking at the article from my laptop, but also from my phone. I can imagine other readers, with or without knowledge of interactive storytelling, being at a loss for words as well. It is new, it is exciting. Readers want to be surprised, and this interactive version is like you are suddenly in a movie. And you are included, part of the experience. The reader gets a sense of immersion. Throughout the article, I started wondering what would come next. I got a feeling of suspense. This made me want to keep reading, which increases dwell time significantly. I got the feeling that I was being told an actual story, rather than reading a regular article.

And everyone wants to know how a story ends. This engages readers.

What also struck me about this interactive format is that when other articles were presented throughout the page, it was like they were also part of the story. They moved in sync with the content of the durag article and played their part. This made me want to click on the other content as well, to make sure that I had taken in the entire story. This means that the interactive format also increases traffic to other Vogue content dramatically. The last observation I made was that after finishing the interactive article, I felt the need to keep checking Vogue for more articles like this one, I felt the need to keep consuming Vogue content. Thus, from what I experienced, I can conclude that interactive storytelling increases recirculation, retention and return rate, as well as brand loyalty.

All in all, I have a strong preference for the interactive storytelling version of the article. People are spending increasingly more time online, so the competition to stand out digitally increases as well.

Digital interactive storytelling makes content, and thus the brand, stand out. This is the way to be successful online and I, as a reader, am completely here for it.

Brand Collaboration Task Task description: Visualize a possible brand co

llaboration - you can select any fashion brand and a collaborator of your choice. Make sure you do some research to ensure that the brand collaborator that you select fits well with the fashion brands' audience. Also make sure that they are aligned in relation to brand values. Create a mood board to show the vibe and values of the brand and the collaborative partner or partners.

Proposed collaboration: Collaboration CHANEL and Kaia Gerber & Cindy Crawford: INTERGENERATIONAL - Bring back the 90's and Add the 10's.

Statement: "Introducing a new collaboration between CHANEL, super model Kaia Gerber & former super model Cindy Crawford: INTERGENERATIONAL. These remarkable women represent the timelessness of CHANEL, welcoming multiple generations to join the brand in its timeless style and elegance. In this brand new collection, we are bringing back the 90's and adding the 10's. A collection inspired by CHANEL's previous iconic collections. Join us and be intergenerational."

This statement would be posted on all channels where Chanel's target group is present: Facebook for older millennials, and TikTok and Instagram for younger millennials and generation Z, in order to maximize reach and give audiences the chance to get familiar with the collaboration on the platform they prefer.

The proposed collaboration would feature a mix of the 90's style Chanel that Cindy Crawford modelled, and the 10's style Chanel that Kaia Gerber models now. This collaboration would help Chanel communicate its values of being elegant, timeless and classic. It would also help Chanel's to clearly communicate to consumers who Chanel's target group is, which age groups it is meant for. Sometimes people get the impression that Chanel is meant for slightly older audiences and shy away from the brand. With this collaboration, Chanel would show that it is meant for younger consumers as well, like Generation Z and young millennials. Chanel is and will always be a brand for multiple generations with a love for luxury fashion, because of its timelessness, eternal elegance and classiness. This collaboration would communicate exactly that.

Chanel: Intergenerational

Brand Purpose Task T a s k d e s c r i p t i o n : S e l e c t t w o B C o r p f a s h i o n b r a n d s t h a t y o u f o u n d i n t e r e s t i n g , a n d s h a r e y o u r t h o u g h t s about why you identified them as being of interest to you. explaining your thoughts and reflections on the brands that you chose to focus on on the discussion forum using the following headings, try to be really clear in what your thoughts are about these brands and why you feel they are worth mentioning.

Garment Design Task T a s k d e s c r i p t i o n : D e s c r i b e w h a t y o u t h i n k t h e b e n e f i t s c o u l d b e f o r a fashion brand of using this system. You could also think about what the benefits are to the wider fashion industry.

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2030 Timeline Task T a s k d e s c r i p t i o n : C r e a t e a t i m e l i n e f r o m 2 0 2 2 t o 2 0 3 0 . Y o u w i l l n e e d t o i m a g i n e that you are working for a fashion brand and that you've been asked to come up with a proposition for the future, and the first step in doing that is to imagine this timeline to the future. This is a critical path of the five steps needed to reach your 2030 goal as a brand. Therefore, to complete this exercise you need to sketch an idea of what a brand would need to be like by 2030.

Make it possible: Total Transparent Veganism

Tommy Hilfiger already has an admirable program "Make It Possible", powered by PVH Corp.

Tommy Hilfiger is on a mission to Waste Nothing and Welcome All, working towards Forward Fashion targets. Within "Waste Nothing", Tommy Hilfiger wants the future of fashion to be fully circular (pillar one: Circle Round), and operate with sensitivity to planetary boundaries (pillar two: Made for Life). So Tommy Hilfiger is shaping a circular fashion brand, where all the products and used materials can be part of a sustainable loop.

This is a part of Tommy Hilfiger's 2030 vision. Within "Circle Round", the brand already has many admirable initiatives and 2030 goals. It is already using alternative materials as well, for example the Apple Leather Sneaker. However, there are still other goals for Tommy Hilfiger to pursue that would fit within the Circle Round pillar, like total transparency and veganism. In this area, there are still many goals to be designed and achieved by the brand. Examples are scoring 100% at the Fashion Transparency Index, Producing and selling 100% of the products that contain no animal or animal derived products, creating an animal welfare policy that meets all best practice principles of Four Paws and finally take a look at the supply chain. Tommy Hilfiger is already further along than most fashion brands when it comes to sustainability and use of alternative materials, with admirable 2030 goals, and I think the "Total Transparent Veganism" will fit in perfectly with the other Circle Round initiatives and will make the program "Make It Possible" even more all-round and praiseworthy.

Final Portfolio Masterpiece Task

The Digital Future of Fashion

Thoughts behind the Masterpiece

While it is true that online purchases will make up 30% of total luxury purchases by 2023, compared to only 8% in 2016, and therefore retail purchases are declining (D’Arpizio et al., 2021), that still leaves 70% of total luxury purchases in the physical stores by 2025, the vast majority. Today, about 90% of retail sales take place in retail stores; less than 10% of total retail sales take place online at the moment (Danziger 2017).

Within the luxury market, millennials accounted for 35% of consumption in 2019 and by 2025 could make up 45-50% (D’Arpizio et al., 2021). Generation Z accounted for 8% in 2019 and could make up more than 20% of the luxury market by 2025, which means the group is fast growing and will be almost three times as large as in 2019 (D’Arpizio et al., 2021).

Together these groups will account for almost 70% of the market in less than five years.

Generation Z will even account for more than 40% of the luxury market by 2035 (D’Arpizio et al., 2020). It is therefore important for fashion brands to find a way to attract both of these groups to the physical stores because if they succeed, they will manage to attract a group as big as around 70% of the total luxury fashion market to the physical stores from 2025 onwards, increasing in-store purchases and therefore securing the future of physical luxury fashion stores because they stay needed.

When it comes to luxury shopping, millennials crave unique shopping experiences with personalization, digital elements and social elements (Calienes, 2016). Generation Z has the same needs when shopping (Vojvodić, 2019). If luxury brands manage to gather these elements inside a shopping experience in-store, they can attract these two immense groups to their store, thus keeping the stores relevant.

This concept incorporates digital, social and personalized elements in a fashion store, to attract and engage the right consumers. Especially in a post pandemic world, millennials and Generation Z crave social contact, excitement and activities. They are more than ready to engage. Fashion stores should play into that and design these kind of stores. This concept will not only attract these groups, but also increase brand engagement, brand loyalty and customer retention.The benefits are endless.

Going 'Phygital'

The Ultimate Experience

Digitalization

In-store

Socialization

Post Pandemic Reconnection

Personalization

Making it Personal