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ONE TEASPOON BRIEF By Aisling Ryan CKW4. Computer Tools Fashion Marketing&Communications Level 5. 2014

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Index ANALYSIS 5 EDITORIAL 18 CATALOG 26 WEBSITE 32

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0 1 - C O R P O R AT E P R O F I L E

One Teasoppon is an Australian apparel brand established in 2001. It began with the designer Jamie who loved designing and fashion. Though she had no previous studying at the age of 18 she decided to move to Sydney and start up her own company which all started with a 10 peice collection made in her bedroom. She was motivated after noticing a gap in the market for more affordable street wear. In Europe we have many high street brands such as TopShop and Zara however by this time not many had been intro6

duced in the US or Austrails. This is what caught the attention of so many people and creates the success. The brand quickly became international. “Although no longer run out of a bedroom, oneteaspoon is still northern beaches-based, comprising jamie and an incredible team committed to consistently bucking the status quo. Cultivating a tight-knit family vibe has seen this small team rally around each other to create ranges worth writing home about. It’s this ethos

that has helped oneteaspoon reach the level of prominence that it has, now stocked in 32 countries worldwide.” They continue to go from strength to strength. From the beach to the red carpet and back again, the oneteaspoon range has something for everyone.” (Oneteaspoon.com.au, 2014) One Teaspoon is sold in own stores awel as some of the top multibrand stores around the world.


Trend central says that “designer jamie walsham (now blakely) draws on influences from the 60s and the 80s, reinventing classics of both eras such as spandex, neon brights, skinny tights, minis, body suits, t-shirt dresses, pencil skirts, and polka dots”. 

02 - MARKET POSITION

One Teaspoon is a high priced women’s clothing store and offers a mixture of trendy casual wear aswel as sportswear and swimwear. They Target women ages 20-35 with a laidback, contemporary cool and with a distressed edge. “ Jamie creates clothing for quintessentially nonchalant it-girl with a twist. Drawing from eclectic design inspirations and transcending trends, each range is inherently both edgy and wearable; the epitome of rebellious cool.”

It is a bridge brand The bridge brands are quite young and characterized by a lack of strength in their image. They still have a long way to go to establish themselves as trendsetters or luxury strongholds. They provide mid-high and high quality products, whose price changes accordingly.

MAIN COMPETITORS

GYPSY JUNKIES MAISON SCOTCH ANTHROPOLOGY FREE PEOPLE

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0 3 - C U R R E N T S I T U AT I O N

*** In just over eleven years the one teaspoon fashion label has come a long way from the first 10 piece collection mostly thanks to jamie’s motivation, creativity and ingenuity. The collections are made up of four product ranges: “Drawing from eclectic design inspirations and transcending trends, each range is inherently both edgy and wearable; the epitome of rebellious cool.” ***

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FA S H I O N The fashion line is made up of the signature designer t-shirts, to beautiful hand beaded silk dresses.


DENIM

DEFENDERS

SWIM

The denim range is very much at the crux of the one teaspoon brand, with the signature denim shorts

The defenders line is all about the military look – distressed fine jerseys and washed back drills.

This range is full of fashion you can swim in; italian lycra, cotton voiles and brief yet cute cuts.

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THE COLLETION

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This season the collection is full of “in your face” statement styles as well asmetallic touches to punk-up their iconic denim range.

** ONE TEASPOON’S NEW COLLECTION FOCUSES MUCH MORE ON THE 80S PUNK/ GLAMOUR INSPIRATIONS RATHER THAN THE USUAL INCLINE TOWARDS THE HIPPIE 70S. **

It also features many leather peices in various colors to give it a rock and roll vibe. The embellishes and studs create a tough-girl attitude who is rebelious yet gloamorous and sexy. It will resemble Peny Lane’s character in the movie Almost famous but with an ‘80s vibe.

In the collection clients will be able to dress up as modern day sexpistols, Ziggy Stardust, Blondie or a Runaway– allowing them to let out the inner rock star within. (PopSugar, 2014)

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04 C O M M U N I C AT I O N BACKGROUND One Teaspoon has taken advantage of many different communication channels mainly focusing on below the line. Considering that they are a young and modern streetwaerbrand, it is important that they reach their target using modern methods. The following are the methods used for their marketing and publicising used.

SOCIAL MEDIA

ONE TEASPOON EVENTS AND SPONSORSHIPS

F E S T I VA L A N D CELEBRITY GIFTING

-SPLENDOUR IN THE GRASS JULY 2012 (festival)

Must use musicians instead (relate to the change) & pay less attention to celeb endorcement)

-FACEBOOK -PINTEREST -TWITTER

-SUMMER OF SIX PARTIES SUMMER (festival)

-NICHOLE RICHIE -VANESSA HUDGENS

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-BYRON BAY STORE OPENING PARTY.

-LINDSAY LOHAN


COLLABORATIONS WITH OTHER BRANDS DESIGNERS -IN JULY 2007, ONE TEASPOON COLLABORATED WITH HAMISH TAME

USE OF WELL KNOWN MODELS (Must begin to use more rebelious /edgy models and also musicians) -ERIN WASSON -CHEYENNE TOZZI -BAMBI

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C A M PA I G N A N D ONLINE PHOTOSHOOTS: -SUMMER 2012LOVE CATS: One teaspoon’s first international campaign was with Erin Wasson as the model, known for her bo15 hemian style which shows how the 14 focus was focused on the hippie

70s. The shoot took place onvenice beach aswel ad for the lookbook and accompanying video, which was directed by surf filmmaker taylor steele and lensed by todd heater. Casual everyday australian locations give an authentic humble feeling for the brand identity.

-WINTER 2012Love, Guts and Glory: Starring dou Van Hoor, this campaign is “pays homage to the shining era of the 70s, adding in a twist of Western guts. Though the models are appropiate even for the change, once again it about the 70s. Plus the Western theme is quite insignificant to the identity.


-SWIM 2013THE TRIP: This campaign’s video features an Australian model who is not known outside of Australia called Anna Sydney Harbour. She is on a boat and in the background of the video the music playing is featuring 70s music in by kim fowley and added accessories such as bohemianhead bandanas, circu-

lar sunglasses and floppy hats.

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0 5 - C O M M U N I C AT I O N TA S K “ T H E M E S S A G E ” SEX-INFUSED

5 brand values – fantastically rebellious, sex infused, old-school, rock and roll, glamour – whilst emphasizing on the rock and roll and glamour factors which have often been lacking in previous projects.

GLAMOUR

The Rebelios and Sexy factors show be apparent throught the attitudes of the models, the bold visual communication (with pink and black use of color) which should be lound and energetic. This will also symbolise the 80s/90s, insted of the dreamy and delicate 70s. The music references must show punk/rock angles but also rock glamour sides. The glamorous side will be shown through the glossyness, as well as modern in the simple and clean format and the repetited use of the same 3 colors throughout. To wrap it all up. the mood must be loud with a bold approach to distinguish from the usual romantic and sensual feell.

0 6 - TA R G E T M A R K E T

08 - WHERE TO LOOK FOR

The target should remain as young women with contemporary cool attitudes however no so much laidback but rather, the shift will appeal to more energetic and daring girls.

I N S P I R AT I O N

ROCK & ROLL

FANTASTICALLY REBELLIOUS

OLD SCHOOL

07 – OBJECTIVES One Teaspoon’s insiration is said to come from the 70s and the 80s however the focus is almost always on the 70s. This is why the main objective is to represent one teaspoon’s “other side” by stepping away from the hippie and boho 70s. Instead the the brand should display a modern version with a punk/rock 80’s influence within the style.

80S Punk Rock / 80S Glam Rock / 80S Music / Madonna / Ziggy Stardust / Blondie / The Runaways / Hunger Magazine

0 9 - W H AT N O T T O D O Bohemian, Rustic, Homemade, Cute, Pretty, Detail, Delicate, Soft Pastel Look...

It is important to keep an image that displays the

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EDITORIAL BRIEF

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0.1 Mood

The editorial must portray a rock and roll scene with the model in the backstage of a concert. It should be inspired by sceneries from the film The Runaways where the girl band prepare themselves for the show and relax after. The Runaways represent the brand in a perfect manner to portray five brand values. The bands life is based sex, drugs and rock and roll therefore representing the old-school way of life, the sex-infused, the rock&roll, and the obvious rebellious characteristics. Being one of the first girl rock bands, acting the way they did and dressing the way they did is the whole point of the movie–to show how rebellious they were. The fame and the money is what’s glamorous about it all, although it can be dark

too, glamour and true rock&roll are naturally quite contradicting. The goal is to translate all these same obvious moods/meanings into a visually descriptive character for the brand. In terms of visual aesthetic, the overall appearance should be quite dark and faded– must stay away from the pretty look in order to contrast from the usual asthetic. Most natural or warm colors should be unsaturated and filtered with cold colors such as hues of blue, purple and pink. This color builds a mysterious and rebellious moodso should the model’s attitude. -The concert the getting ready for a show represents the glamorous side. -The clothes and the expression of the model must portray the sex-infused feel -The colors, the set itself, the clothes, the attitude of the model and all the above makes it rock&roll

0.2 Locations

Must take place at a concert hall in Australia

0.3 Photographer

Photographer of the shoot will be Rankin, He is the photographer for all the Hunger Magazines and has a very high profile. His use of color is vivid and really knows how to capture a mood– the honesty is his signature.

0.4 MODEL CASTING

Abbey Lee Kershaw will be the model for this shoot. She is Australian, just like the brand which works well but more importantly, not only is she one of top models at the moment, she is a rock and roll rebel. Full of piercings, ruff bleached blond hair, and tattoos she has the right looks but also the right personality. For the met gala last year the dress code was punk, but she stepped a foot further and took it on to make a bold statement by practically undressing herself to reveal “Gun Control” written on her stomach– news which hit the U.S and the UK newspapers. The website will be named after the collection’s name: ADRANALINE ON STAGE. This name represents the energy of the brand and the music reference. 21


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THE CONTENT Home

About the Brand Description about the corporate profile.

Collecttion

Introduction to the understanding of new collection and changes: previous campaign videos + the brief that explains the changes that were to be made.

Blog: Behind Scenes

Collection Catalog Editorial Pictures of new collection features

Model Photographer Inspiration Pictures and description of each so viewer can understand the process and through that went into choosing these people. Updates provide more information

The point of this website will be to provide additional information for those who are interested in viewing all factors of the collection in one space- catalog, editorial, clothing... plus little bits of extra such as the inspiration for it all and the behind the scenes which will be provided in the blog with updates- to really understand what and why the the elements of the collection where created (in depth understanding whats behine it all). On the homepage there will be a previou campaign so that the first thing a visitor can do is understand who One Teaspoon have been in their past- and below will be the brief for them to understanf the point and the changes that were made for the new collection Next is the About the brand which will provide text based information to understand the corporation itself. It works in cronological order–the viewer can first build up an understanding and then view following sections that are all based on the new collection. . 34


DESIGN The Design must be as visually similar to the brief as possible. Because of the limitations using a wordpress. com limits the possibility to design the site, I have will use the editor in CSS to alter the design on wordpress. org. This will allowed me to change the colors with more freedom, aswell as the displays. The site should be mostly visual and a variety of formats should be used to make it more interesting to the viewer. Slideshows will be used and a video will be displayed on the homepage as well as on the blog. http://adrenalineonstage.net23.net/

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CKW4- OneTeaspoon Brief- Aisling Ryan  
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