Carhartt WIP X JD Vis Com 3 Critical Journal

-----Carhartt x jd sporTs wip wi p

INITIAL IDEAS BRANDS Carhartt Hiker Delic Mki Miyuki Zoku Adidas Patagonia Timberland HUF Worldwide

TARGET MARKET Male and Female City Living Streetwear Sustainability Durability Minimalism

ARTIST AND GRAPHIC DESIGNERS Instagram handles deliberateindifference aguycalledminty phong______space Keith Haring Kit Agar

BRAND FOCUS Sustainability Minimalism Buy better Functionality Durability Athleisure

BRAND IDENTITY Clean Instagrammable Extension of a pre-exsisting idenity Boxy oragnic shapes

INITIAL MOODBOARDS

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JD SPORTS In 1981, JD was formed through the acronym of its founders, John Wardle and David Makin.

From their first opening in Bury, Manchester JD expanded quickly to London Oxford Street. JD has grown to one of the UK’s leading athleisure retailers by establishing a clear brand identity while giving access to must-have heat from brands such as Nike, Adidas, Puma and North Face.

Now with over 500 stores in the UK, Ireland, France the JD Sports Fashion Group has a reputation for stocking the most exclusive and stylish products.

With people confined to a single store that sells one brand. JD is a perfect example of this as it sells multiple different brands (multi-channel marketing) catering to their other clients through price points, choice of marketing, the location of shoots, and how the shoot is styled through the stylist.

E-commerce is also user-friendly, making purchasing easier with the tap of a button,easier to operate,and cheaper than the a single storefront.

CARHARTT WIP Carhartt was established in 1889 and considered only for its high quality and affordability for blue-collar workers until the 1980s. This was when drug dealers and gangsters in American communities started to wear Carhartt jackets due to durability and affordability—leading to substantial Hip-Hop artists adopting Carhartt across the ’80s and 90s.

Carhartt WIP originated in 1984 by Edwin Faeh developed its collection based on ordinal Carhartt workwear, using all its branding and values, turning them into streetwear style fits at higher prices while maintaining the minimal aspect of workwear designs.

Combines faithful adaptations of powerful American archetypes while engaging with subcultures that have embraced it—in turn, seeing Carhartt WIP place itself in a new context.

Opening its first store in 1997, it operates with over 80 brick-and-mortar locations worldwide, with its skate and music departments.

Since 2010, they have worked with many like-minded collaborators, including APC, Converse, Fragment Design, Junya Watanabe, Nike, Underground Resistance and Motown.

The brand now uses cotton Canvas, Cotton Duck (Poly-cotton blend, usually more lightweight) and an 8-ounce, 100% cotton White drill – getting most of their materials from the US and Mexico.

COLLABORATION With collaboration as a high marketing tactic, the idea to build awareness and achieve competitive advantages through the building of relationships is achievable. With the main objective of any business to generate revenue to make a profit, using social media as a strategic tool is one of mass reach and little cost.

5 main points of brand collaboration - Increased market share - Knowledge sharing - Higher profits - Widening the base of consumers - Increased brand reach

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SUSTAINABILITY With sustainability a massive trend in every business venture, today’s consumers relate more to brands if they have similar brand messages to the changing world. With this collaboration’s target market being 18-30-year-olds, they will be active agents of this change.

The fashion industry is changing its shift from cheaper mass-produced products to more durable ones, holding both price and function years after purchase. The idea of the fashion community has changed as it sees a shift from brand loyalty to brands such as Carhartt that do less harm and more good.

Companies are putting their money where their mouth is to fight climate change Environmentalists have praised the founder of Patagonia, Yvon Chouinard, for giving the company away to help protect the planet.

This move has sparked other announcements of companies taking charge to fight climate change.

JD SPORTS PAST COLLABORATIONS

JD previously had no collaborations with other brands where they would design collaborative apparel. This is due to JD having their brands with the JD group, these including pink soda sport and supply and demand.

The brand’s only noticeable collaborations are over Christmas.

They use celebrity endorsement as their primary marketing campaign through stars such as Anthony Joshua and influencers such as Chunkz and Chloe Burrows.

Another noticeable quality would be their sports endorsement, shown through game periods such as the World Cup and Euros. Sales reach sky-high, and the brand gains many marketing opportunities.

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CARHARTT WIP PAST COLLABOARTIONS

Previously, Carhartt has collared with several brands holding the same brand values as its own: durability, functionality, and minimal aesthetics. Including its most recent with New Balance.

This collaboration used its trainers to reference sculpture centres around Boston with its no-frills and shortcuts neighbourhood.

Another Collaboration in line with the streetwear element of its brand is with Bape. This collaboration constructed Bape’s iconic came print onto the Carhartt classic hoodie elevating a streetwear essential. The success of this collaboration also birthed its next partnership in 2021, opening a flagship store to release several more goods mirroring the “Big C” logo with the brand’s iconic ape head icon.

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MARKETING CONCEPT The marketing concept is to launch a new collaboration for Carhartt with JD Sports for the SS22 collection. This collection will use the famous Carhartt “C” on both the clothing and the marketing online and in-store, using their colours and fabrics. This collection will be unisex, using boxy fit t-shirts, trousers, hoodies and fleeces.

This collection will roll out visual merchandising displays in many of the JD stores, meaning that consumers will have the whole experience is viewing the collection in person while also having this online for broader reach to their target consumers. The website and social media will use CTA’s (calls to action) to show the collection and out-of-home marketing, such as transportation marketing.

The idea of visual merchandising and online marketing will create a buzz.

Sharing snapshots of the inshore experience and pop-up shop will entice the target range to come to view it themselves.

Using social media keeps consumers up to date with the collaboration while providing visual design on how to style this. With both brands having millions of followers, the message will reach the target markets and beyond.

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JD COMPETITORS

Many high-street brands are now similar to that JD. These include Footasylum (Figure 14), FootLocker (Figure 15) and Size (Figure 16), which use identical marketing in the form of their social media. The target audiences are the same age and gender demographics, so engage with them through meme culture and collages, discussing topics that keep them relevant and building customer rapport rather than mainly focusing on sales and products. On the other hand, size hadn’t used professional imagery to advertise their hype products, which brings specific clients to these products.

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CARHARTT COMPETITORS Competitors to the Carhartt WIP brand include Patagonia, Dickies and Timberland. All brands build their relationships with consumers based on quality and functionality. The price points are similar, using the idea of minimalism to make the outfit around.

Carhartt currently has a store, mainly only popups and flagships, which could be essential to this collaboration to gain a new consumer base and broaden the already set of 18-30-year-olds.

Patagonia Founded in 1973, base in California, have a vital brand mission to make the best products while causing no unnecessary harm to the environment.

Material includes recycled poly cotton and currently trade both online and in-store similar to that of JD. Timberland They were founded in 1928 in Massachusetts; it specialises in designing outdoor clothing and leather goods. They strive to build a culture based on building relationships with communities. Similar to JD, they are both online and in-store.

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STREETWEAR TRENDS

Retailers continue to back outdoor and outdoor-active categories: US retailers from outdoor specialists to trend-led brands continue to leverage the relevance of #TheGreatOutdoors Classic trends are prominent: brands favour the familiar – heritage and timeless checks are revisited and updated with modern touches to capture the contemporary and young men’s markets #NewPrep trends continue to evolve: academia looks are given an understated, minimalist update through streamlined colour-blocking and cleaner styling, lending a fresh perspective to back-to-school trends

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Consumers’ spending habits have evolved since the onset of the pandemic, with a greater priority on versatile products and fresh-air fitness.

Functional, tech-infused, fashion-forward pieces that can be used every day as well as for active and outdoor lifestyles are popular directions

Text copied from - (https://www-wgsn-com.leedsbeckett.idm.oclc.org/fashion/article/94276) Figure 20

COLOUR PALETTE

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c27m67y67k21

c17m17y25k1

c84m67y41k35

c53m39y71k28

c7m12y50k0

After researching trends for both streetwear and autumn-winter trends, I looked into specific colour patterns and palettes for SS22 and SS23.

The season I have chosen is SS23, giving enough time for the collection to be produced and advertised to the market consumers. With JD being known for bright colouring within its summer months, mixing will the minimalism of the Carhartt WIP brand has given a whole new look to the idea of workwear athleisure. The colour palette chosen includes browns, greens and oranges, fitting nicely with both brands.

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FABRICS

We typically have to plan and design our collections two years in advance, meaning the Dearborn Canvas products we began transitioning to organic cotton back in 2017 could now be purchased by customers. Importantly, these garments were just as robust and hardwearing as the conventional cotton originals. In addition, Better Cotton (BCI) now accounted for 60% of our total amount of cotton sourced.

By 2024, we aim to ensure that all of our cotton comes from more sustainable sources. This means all of our cotton comes from either organic licensed farms, or supports more sustainable cotton production practices through the Better Cotton Initiative.

(Copied from Carhartt WIP Website)

POLYESTER fibers are incredibly strong, meaning they don’t tear, stretch, or pill easily like cotton and other natural fibers. This strength means polyester clothing can easily handle abrasion from machine-washing and doesn’t require special care.

Cotton is the most commonly-used fiber in every Carhartt WIP collection, accounting for 70% of our products. While it is both natural and biodegradable, cotton crop cultivation often requires the use of harmful pesticides. By 2024, we aim to ensure that all of our cotton comes from more sustainable sources.

Whilst looking at the chosen trend for the SS22 season, I looked into different fabric options as the trend is all about hyper textures and layering.

pATTERNS When looking into the pattern of clothing, I chose to use one this being camouflage in the middle. This led me to want to play within the colour scheme and add orange on top to create bleach effects, which sat well with the brand collaboration and brought something new to both brands.

While looking into the other items of the collaboration, I chose to go without patterns and use a undid cotton fabric, which would have large graphic prints on the back which could be covered to dress down an outfit.

MOTIFS AND LOGOS trial and error

I aimed to follow the same pattern for every logo I created. This is a copy of the typical Carhartt C. At first, I tried to incorporate the history of the Carhartt WIP brand, the history of the blue-collar worker and how the brand is associated with durability and functionality. However, I chose not to go with this because without someone searching into the brand or providing host signage next to the clothing or on the social media platforms, they wouldn’t know the significance.

I decided to go with the idea of JD being the King of trainers and incorporating this into the C logo to add dimension to the design. When researching their past collaborations, I saw that they were plain and straightforward, using both symbols of the brand; when considering this on the packaging, such as the iconic JD drawstring bag, I thought this would be better.

final logos

SILHOUETTES

I have decided to go with three items within the collection, including a sherpa fleece, a boxed hoody, and a t-shirt. Many of these will be paired with cargo trousers while used in-store displays, hence the middle drawing.

This sits already with the Carhartt WIP brand values and identity, described as minimalistic, durable and functional.

Design Development | Final Product Design PRODUCT DEVELOPMENT

CARHARTT PRENTIS LINER FLEECE £180

The Prentis Liner is a midweight style constructed from polyester pile. While some iterations of the Prentis Liner feature an allover block color, others have a jacquard outer shell depicting a camouflage design, or the baroque-inspired Verse motif. Inside, the garment is lined with mesh at the body and nylon taffeta at the sleeves. It is detailed with a funnel neck, contrasting nylon taffeta chest pocket and woven Square Label.

MATERIALS 100% polyester Body lining: mesh Sleeve lining: nylon

Design Development | Final Product Design

CARHARTT PRENTIS LINER FLEECE £180

The Prentis Liner is a midweight style constructed from polyester pile. While some iterations of the Prentis Liner feature an allover block color, others have a jacquard outer shell depicting a camouflage design, or the baroque-inspired Verse motif. Inside, the garment is lined with mesh at the body and nylon taffeta at the sleeves. It is detailed with a funnel neck, contrasting nylon taffeta chest pocket and woven Square Label.

MATERIALS 100% polyester Body lining: mesh Sleeve lining: nylon

Design Development | Final Product Design

CARHARTT x JD Sports PRENTIS LINER FLEECE £180

The Prentis Liner is a midweight style constructed from polyester pile. While some iterations of the Prentis Liner feature an allover block color, others have a jacquard outer shell depicting a camouflage design, or the baroque-inspired Verse motif. Inside, the garment is lined with mesh at the body and nylon taffeta at the sleeves. It is detailed with a funnel neck, contrasting nylon taffeta chest pocket and woven JD X Carhartt WIP square label.

MATERIALS 100% polyester Body lining: mesh Sleeve lining: nylon

Design Development | Final Product Design

CARHARTT x jd s/s chase t-shirt £180

The S/S Chase T-Shirt is woven from midweight cotton jersey in a loose fit, and has been combed for softness. The style is part of our Chase Program which focuses on jersey-based staples, and features an embroidered Carhartt WIP ‘C’ Logo on the left chest and JD X Carhartt footprint on the back.

MATERIALS AND OTHER DETAILS 100% cotton Loose fit Short sleeves Carhartt WIP ‘C’ Logo

Design Development | Final Product Design

CARHARTT x jd s/s chase t-shirt £180

The S/S Chase T-Shirt is woven from midweight cotton jersey in a loose fit, and has been combed for softness. The style is part of our Chase Program which focuses on jersey-based staples, and features an embroidered Carhartt WIP ‘C’ Logo on the left chest and JD X Carhartt footprint on the back.

MATERIALS AND OTHER DETAILS 100% cotton Loose fit Short sleeves Carhartt WIP ‘C’ Logo

Design Development | Final Product Design

CARHARTT x jd s/s chase t-shirt £180

The S/S Chase T-Shirt is woven from midweight cotton jersey in a loose fit, and has been combed for softness. The style is part of our Chase Program which focuses on jersey-based staples, and features an embroidered Carhartt WIP ‘C’ Logo on the left chest and JD X Carhartt footprint on the back.

MATERIALS AND OTHER DETAILS 100% cotton Loose fit Short sleeves Carhartt WIP ‘C’ Logo

Design Development | Final Product Design

CARHARTT x jd hooded chase sweatshirt £100

Made from heavyweight 12.3 oz cotton jersey which has been brushed to give it a fleece-like backing, the Hooded Scrawl Sweatshirt has a loose fit and ribbed trims. The style is detailed with a kangaroo pocket, and a graphic logo print across the chest.

MATERIALS AND OTHER DETAILS 100% cotton Loose fit Graphic print Carhartt X JD Sports Logo

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-----------C t

Design Development | Final Product Design

CARHARTT x jd hooded chase sweatshirt £100

Made from heavyweight 12.3 oz cotton jersey which has been brushed to give it a fleece-like backing, the Hooded Scrawl Sweatshirt has a loose fit and ribbed trims. The style is detailed with a kangaroo pocket, and a graphic logo print across the chest.

MATERIALS AND OTHER DETAILS 100% cotton Loose fit Graphic print Carhartt X JD Sports Logo

wip ip

------------Carhartt

Design Development | Final Product Design

CARHARTT x jd hooded chase sweatshirt £100

Made from heavyweight 12.3 oz cotton jersey which has been brushed to give it a fleece-like backing, the Hooded Scrawl Sweatshirt has a loose fit and ribbed trims. The style is detailed with a kangaroo pocket, and a graphic logo print across the chest.

MATERIALS AND OTHER DETAILS 100% cotton Loose fit Graphic print Carhartt X JD Sports Logo

wip wi p

------Carhartt

Design Development | Final Product Design

CARHARTT WIP SYD BEANIE £40

The Syd Beanie is knit from cotton in a stretchy, ribbed and textured composition. A woven Square Label on the cuff completes the design.

MATERIALS AND OTHER DETAILS 100% cotton Square Label

Design Development | Final Product Design

CARHARTT WIP SYD BEANIE £40

The Syd Beanie is knit from cotton in a stretchy, ribbed and textured composition. A woven Square Label on the cuff completes the design.

MATERIALS AND OTHER DETAILS 100% cotton Square Label

Design Development | Final Product Design

CARHARTT WIP SYD BEANIE £40

The Syd Beanie is knit from cotton in a stretchy, ribbed and textured composition. A woven Square Label on the cuff completes the design.

MATERIALS AND OTHER DETAILS 100% cotton Square Label

When looking into designing the range, each product was tried with the colours within the colour range. However, I chose to stick with these colours due to the minimalism they provided to the consumer, meaning that each outfit could be dressed up or dressed down depending on the occasion. When pairing this brand with JD, this was the biggest hurdle to cross because the JD Sports consumer typically uses sportswear. Now with the crossover with athletic and streetwear, this choice of apparel was ideal.

Design Development | Final Product Design wip wi p

arhartt C-------

wip ip ------------Carhartt

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Final Designs | Out Of House Marketing

Final Designs | Out Of House Marketing Billboards

Final Designs | Visual Merchandising Window

Final Designs | Website

Final Designs | Website JD

Final Designs | Social Media Social media will be mainly on the Instagram platform. This is due to most of the target market being 18-30 year old using this as their primary social media platform. JD Sports’ Instagram will use more images of the clothing alone, while Carhartt WIP will create more editorial-style pieces that would align with their brand values.

It will also include the repeat patterns behind the clothing, this being both figures shown below.

CONCLUSION Overall, I am pleased with this collaboration, which has been successful. It shows a great new avenue that JD SPORTS can take to improve its current partnerships, expand into a more extensive collection of curated products, and explore a larger marketing concept by targeting in-store, social media and OOH. This collaboration appropriately targets the target market and hits all brand branding criteria.

The logo I created has worked out successfully and uses current Carhartt branding, giving this project a super professional look while mixing it with the athleisure element of JD SPORTS. The final patterns are also thriving and complement the whole project; however, if I were to start this again, I would put more time into developing a footprint repeat pattern that could be placed on the packaging.

The website assets have worked well; however, next time, I would like to convert the CAD drawings into 3D actual-looking products as the clothing doesn’t look real. This is the only part where I am not 100% satisfied.

FUTURE RECOMMENDATIONS AND CRITICAL REFLECTION If I were to extend this project, I would like to have explored virtual reality and created more inshore designs for both the JD Sports store overall and maybe even a pop-up shop for Carhartt.

It would be a great way to let other consumers experience the whole collection, and you could access it anywhere.

Having more time, I would also experiment with photography and create primary imagery for my assets. This would strengthen the branding and make it more unique. It would also make the images even better as I could art direct them and make them more unique to the brief.

Figure 1 - Kira Pohl - Behance - https://www.behance.net/gallery/130301719/CARHARTT-WIP-x-CIVILIST?tracking_source=search_projects%7Ccarhartt+logos Figure 2 - Si Peplow - Behance - https://www.behance.net/gallery/10468881/Carhartt-Streetwear Figure 3 - Bun and Broad - Behance - https://www.behance.net/gallery/90787261/Nike-Parks-Rec Figure 4 - Bun and Broad - Behance - https://www.behance.net/gallery/104337063/Reel-2020 Figure 5 - Unknown - https://i.pinimg.com/originals/e9/c7/ff/e9c7ff8e4bd1bc7d933787bf4f77fa04.jpg Figure 6 - New Balance X Carhartt - https://www.hanon-shop.com/blogs/news/new-balance-x-carhartt-wip Figure 7 -Footprint design - Unknown - https://designbundles.net/tartila/991454-shoes-footprint-silhouette-sneaker-shoes-step-walk?ref=aTAvLV Figure 8 - Patagonia Founder - https://www.bbc.co.uk/news/business-62906853 Figure 9 - JD x Leeds United sponsorship - https://www.leedsunited.com/news/club/26939/jd-become-first-official-sleeve-sponsor-of-leeds-united Figure 10 - Anthony Joshua - JD Christmas Campaign - https://www.thedrum.com/news/2018/11/09/anthony-joshua-jaden-smith-and-jesse-lingard-star-jd-christmascampaign Figure 11 - New Balance X Carhartt - https://www.carhartt-wip.com/en/men-collaborations-new-balance-x-carhartt-wip Figure 12 - Carhartt X A.P.C - https://thesolesupplier.co.uk/news/the-best-carhartt-collabs-to-date/ Figure 13 - Carhartt Wip Archives - Carhartt USA - https://us.carhartt-wip.com/blogs/journal/the-carhartt-wip-archives Figure 14 - Foot Locker Instagram Collage - https://www.instagram.com/footlocker/ Figure 15 - Foot Asylum Instagram Collage - https://www.instagram.com/footasylum/ Figure 16 - Size Instagram Instagram Collage - https://www.instagram.com/sizeofficial/ Figure 17 - Timberland Logo - https://1000logos.net/timberland-logo/ Figure 18 - Patagonia Logo - https://tonimarino.co.uk/patagonia-logo/ Figure 19 -Dockers - http://www.dockers.com/ Figure 20 - Levi’s - http://www.levi.com/ Figure 21 -WGSN - https://www-wgsn-com.leedsbeckett.idm.oclc.org/fashion/article/631f257077022e777143353a#page8 Figure 22 - WGSN - https://www-wgsn-com.leedsbeckett.idm.oclc.org/fashion/article/631f257077022e777143353a#page8 Linen Material - https://www.etsy.com/uk/listing/1059171505/extra-wide-100-linen-fabric-soft-linen Sherpa Fabric - https://lushfabric.com/product/sherpa-fleece-fabric-super-soft-stretch-material-home-decor-upholstery-dressmaking-64-165-cm-wide-cream/