So far i have used my Brand me research to identify that my brand is heavily influenced by punk. I realised this through connections which my dad has to the community.
I have looked into the North of England and the divide throughout England.
I looked into rebellion and anarchy and the different aspects that these have been created through.
I have also looked into influencial people for the punk communities and how this all started.
I looked into Vivienne Westwood as a brand and as a person and am going to continue my research through here.
I ended the last part posing the question is punk dead and i will continue to look into this through this research.
This is relevant to my campaign as i want to create a Punk campaign for Vivienne Westwood. In my opinion, punk is dead and I want to be able to revive it to be able to create a campaign to bring the punk community back together.
I also feel that ‘fixing’ Vivienne Westwood is important. This is because a brand that was once exciting and interesting is now confusing and just weird.
I want to be able to create a campaign that draws the attention of the younger generations through the stories of what really happened in the late 70’s punk community and create the attitudes that were around back then and the mindset of not giving a fuck.
Gen Z are the generation born between 1995-2010. This generation is known for being up to date with technology and living their life through their phones.
Marketing to this generation is different. Gen Z spend most time on their phones and this can be used as an advantage when trying to market towards this group. Targeted ads have been created to pop up through the social media sited to intrigue Gen Z into buying the products.
Social media has taken Gen Z by storm, especially TikTok and instagram. There is now careers for posting content for brands. Now, if a brand has a new product they will send it out to the most followed accounts so that the influencer can review the product which leads to their followers running out to buy the products. There has been lots of issues with this as not all influencers are truthful in their reviews and people have bought products that aren’t worth the money which they spent on them.
Gen Alpha is the generation after Gen Z. This generation were literally raised by technology. They are also referred to as IPad kids. They are only young. The range for being in Gen Alpha is 2010-present.
Although they are only young, the older members of this generation are 13/14, this means that they are entering their rebellious phase. I feel that my campaign would be good to reach them as they are wanting to rebel against any authority that they are faced with and this age range is so heavily influenced by social media and the trends.
I think that Gen Alphas age range allows the story I am wanting to tell and the message to look behind the beauty to be told to someone hearing it for the first time although this story and message has been told before.
Gen Alpha are probably the most influential generation and are the ones who wil see something on TikTok and rush out to buy it.
The only problem with this is that they are already being bored with the current technology meaning more will be created to keep up with their constantly changing interests and the campaign will need to be accessible through all technology a tthat time.
I would say that although I want the campaign to be appealing to the people who bought Vivienne Westwood before this campaign and who lived through the punk era, I want to market this towards Gen Z.
This is because they are the ones earning money and who are currently building up relationships with brands. They are in their 20’s and teenage years and are outgrowing the need to follow the trends.
I think that if the campaign goes well within Gen Z, Gen Alpha will begin to be interested by it. Gen Alpha are influenced by what they see others wearing and buying, they are currently not interested in the stories brands are telling or building a relationship with the brand, if it’s trending, they’ll want it. The Vivienne Westwood pearl necklace was trending in the past few years and i have noticed that through this, Gen Alpha have been buying and wearing the jewellry because it was popular.
Photo sharing social media sites are extremely popular right now. Instagram has over 2 billion monthly active users who post photos for their friends to see. Although this is a nice way to keep up to date with friends and family, this also comes with its down sides. Everybody wants to look their best on their social media platforms and filters have been created to remove the imperfections In the images posted.
It is more common to post a photo with a filter than to post an unfiltered one because why would people want to post an imperfect photo? When scrolling through social media, I feel that I dont even realise that the images have been filtered.
Catfishing has become a popular term used to describe when someone has filtered their photos so that their online appearance is different to reality. This is often used when people meet up from a dating website and the person feels betrayed because that is not who they expected to be meeting.
This is having a negative impact on people. When posting images of themselves, people feel pressured into altering their appearance to fit the ‘beauty standards’ at that time. For the people viewing the images, they begin to feel self conscious which eventually leads to low self esteem as they do not look like this naturally and do not realise that the imperfections have been removed.
There are many body positivity movements at the moment that are about being comfortable in your own skin without the need to edit photos or use filters when posting. Although this is a good message to spread, the majority of people are still filtering their photos and this culture is never going to end. TikTok has a function where videos with filters have the filter listed on the video. It’s a small tab that can be clicked and the user can use the filter themselves on their next TikTok. I feel that this is a step in the right direction and that users of the app should be able to see when a filter has been used to be able to understand that the imperfections are still there, just covered.
For my Brand Me campaign, I want to create a series of Instagram photos for the brand Vivienne Westwood. I feel that the brand is currently struggling without the founder to create pieces and campaigns that sit well within the brand and that still follow Vivienne’s idea and have her rebellious spirit at the centre.
I want to take the brand back to it’s Punk origins and create the images showing this using the current problems that we are facing today and the punk way of drawing attention to them.
I want to have the message to look behind the beauty throughout the images and narrate this in a way that the consumer feels they can relate to this and that they want to be a part of this.
i want the campaign to be titled ‘Looking Behind the Beauty: The Story of not giving a Fuck.
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https://regions.cim.co.uk/scotland/home/news/2021/march2021/gen-z-more-human-more-caring-more-sharing/ Page 7 -
https://www.socialpilot.co/instagrammarketing/instagramstats#:~:text=Instagram%20has%20over%202%20billion,h ave%2015.36%20million%20active%20users.