RESEARCH FILE: NOTES FROM LECTURES
Lauren Barnes Fashion Brand Management AD6606 1819758
Introducing- present 5 slides introducing me and my brand What are the cultural conversations happening at the moment that might identified significant inroads to your research? 5 slides should be branded Your name, colours, level Your branding explains why? What you understood about you How you come to the colour, Why have you called it that name? Explain why this is you’re branding? Explain your chosen market level, brands etc? Your placement in the industry, something you’re interested in What are you saying the gap in the market is or research proposal for that market? If they’re still doing it then how are they doing it? Moving research on: 1. Interrogate with what is happening now at the level of the market? It is moving so quickly at the moment 2. How are the brands you see yourself sitting next to working communicating? Thriving? Or not in this
environment Digital fashion week- first stage What’s happening politically? Globally? Brexit, affecting communication, sales? How are brands you like thrive in this environment? How they interact with the consumer? Millennials might not be spending as much as they’re used too Sustainability -future of their children Need to think about how were going to reinvigorate the industry Research stage 2- research 360 You have identified what your 360 could possibly be? It is important that you know how to interrogate it thoroughly Is it still relevant? Cultural conversations How do you identify the way they set out their visuals and how they write, things they write about, how does it fit alongside as you as a brand? Sunday briefing 31st January Thoroughly understanding the consumer and market How consumerism has changed in pandemic?
And the market level pre pandemic and post pandemic How capturing that and how you see that Really research into this Things that are happening You should use your 20x20x20 Consumer profile, what do they look like? What do they buy? Where do they live? You must remember this should be targeted strategy and analysis campaign The campaign is the response, this research has to be done Story board to set the scene- market level What story are you intending on telling? Hard hitting? Political? Documentary- factual? What is that story? Support with visual storytelling Concept story? Possibilities-imagination-arty-exaggerated beyond the now, what is that story? How are brands targeting the consumer now? Tech story-futurism, virtual-futuristic-directional-imaginative Fast fashion- of the now, instagram, capture current culture, trend Learning outcomes Identify critically evaluate the key concepts and principles of fashion brand management through developing an effective marketing and promotion campaign for a fashion brand Demonstrate creative, strategic and tactical skills in the development of a marketing strategy from initial concept to final visualisation that evidences understanding of the differences between tactics, strategy and the launch of a campaign
Tactics- what have you done, where’s the problem how are you solving it? Strategy- how you’re solving it? How you’re responding it? Where are you taking it? How are you taking it? Why have you targeted this consumer? What is the cultural conversation around this? Effectively promote a fashion brand to a chosen audience utilising a marketing and promotional strategy that evidences research and critical analysis of a range of media Why is it important its aimed at this consumer? How is that media connected to your consumer? New market level, new consumer Outcomes 50% brand management report: 4000 words Fully extensively researched, analysed, problem solved, understanding of market targeted consumer, why, how, what. 50% visual campaign in appropriate media Extensive outcome for level 6 GOT TO HAVE DEPTH Thoroughly understanding the consumer and market How consumerism has changed in pandemic? And the market level pre pandemic and post pandemic
How capturing that and how you see that Really research into this Things that are happening You should use your 20x20x20 Consumer profile, what do they look like? What do they buy? Where do they live? You must remember this should be targeted strategy and analysis campaign The campaign is the response, this research has to be done Story board to set the scene- market level What story are you intending on telling?