Lazy Oaf fashion film report

digital marketing 2016 nanna talvitie

lazy oaf x casper the ghost

contents 2.lazy oaf x casper the ghost 3. contents 4. executive summary 6. consumer profile 8. competition: the ragged priest 9. lazy oaf summer ‘16 mens 10. competition: monki & urban outfitters 12. brand positioning map 13. competitive matrix 14. brand analysis 16. swot analysis 17. social media 18. action and implementation plan 19. planning the film 20. making the film 21. lazy oaf - photoshoot 22. photoshoot on social media 24. house party 25. conclusion 26. bibliography

executive summary

Lazy is a quirky and fun clothing brand based in London. Founded by designer Gemma Shiel in 2001, the company started off as a small t-shirt company. “My approach to design is mostly making cool but slightly weird things that will make you smile,� Shiel says about her designs. Lazy Oaf currently has a store in London, but primarily sells their products online. They sell bold and fun printed clothes for men and women who dare to make a statement.

From jumpers to accessories, Lazy Oaf has been expanding their product line since the beginning from when they were just producing printed t-shirts.

With a bit more price added to these unique pieces, it makes the brand feel even more special and exclusive.

Something you’d buy to treat yourself or a friend, or decide to add something bold to your otherwise boring wardrobe.

To make a fashion film that suited the aesthetics of Lazy Oaf, I took most of my inspiration from their films House Party and Lazy Oaf x Garfield. I also looked at the Lady Gagas and Sias music videos, as I wanted to incorporate their awkward feel and choreography into the film. First and foremost, I planned my film to be recognised as Lazy Oaf as soon as you saw it. With colourful backdrops, fun props and cool music, I brought all the elements together that are found in all of the Lazy Oaf films.

consumer profile cool weird unique bold colourful funny confident vintage london hipster happy playful quality odd novelty immature artsy comfy

The consumer is a young adult aged 16 to 29 who wants to stand out. There is a definite interest in fashion and clothes, and a need to make a statement with what they wear. The consumer is a young man or a woman who has a sense of humour and doesn’t take life too seriously and it shows in their style. Wearing Doc Martens and funky sunglasses with their Lazy Oaf jumper or jeans while sipping tea in an urban café in Camden. They have an understanding that sometimes you pay more for something special and that’s good quality.

Whether they shop at Monki or Urban Outfitters, they know that it’s all right to occasionally splurge on that special something. Spending the weekends at vintage fairs and fashion exhibitions after a long week at university, their style

is more unique than high street.

social media

fashion

personality

interests

instagram youtube facebook twitter pinterest

doc martens urban outfitters monki weekday bohemian hipster vintage asos retro

ambitious funny awkward confident cool laidback young positive

art fashion tea camden colours dance architecture travel reading

competition: the ragged priest As Lazy Oaf is quite a unique brand with quirky clothes, so finding a definite competition was a bit hard. The Ragged Priest has unique clothes and a similar price range, but the aesthetic is quite different from Lazy Oaf. They did collaboration in 2015 and created something truly funky with a lot of attitude. “The collaboration happened really organically through a mutual love of teen spirit and youth rebellion,” says Shiel in an interview for Teen Vogue. It might’ve been collaboration through the love of similar thoughts, but it was also quite a smart marketing plan. Make collaboration with your biggest competitor and keep your customers keen on both brands and raise awareness on both brands.

The Ragged Priest has only posted a few films. Much like their brand, they are funny, cool and rebellious. However, they got boring very quickly. Lazy Oaf released a fashion film on their collaboration with The Ragged Priest, which screamed Lazy Oaf throughout. It was a compact sneak peak into the collaboration, and managed to entertain throughout.

Maybe The Ragged Priest should stick to focusing more on their photo shoots.

lazy oaf x the ragged priest

lazy oaf summer ‘16 mens

competition: monki & urban outfitters

Other competitors are Monki and Urban Outfitters. While Monki has cool and quirky clothes, their price range is much cheaper than Lazy Oafs, which gives them a much larger customer market and have managed to go global.

Monki is known around the world, and is a very popular brand among teenagers and young women. Monki films are very empowering. They are behind the scenes and interview shots, with powerful women telling us to embrace the world as our own. The films follow a similar aesthetic and pattern every time, and the whole girl power feel to them, gives Monki a very positive vibe to it. Who wouldn’t want to buy clothes from a brand telling us to be who we want to be?

Urban Outfitters is a brand founded in 1970 and has become widely popular around the world. They products consist of clothing; shoes, accessories and house wear for men and women. The styles they use are often vintage, bohemian and humorous. Like Lazy Oaf, Urban Outfitters has slightly more expensive products. However, this gives the brand a more special and unique feel to it. Urban Outfitters Youtube channel consists mostly of tutorials and behind the scenes footage They have a few fashion films, but nothing too special. Their look books and photo shoots resemble their brand quite well with retro and bohemian styles in cool locations with interesting models. So how has Urban Outfitters managed to gain such a large market?

A long history helps, and the fact that it has become such a known name around the world, people want to visit the stores just because of the name. This is something Lazy Oaf could strive for.

monki strengths

weakness

social media price access online stores

quality restricted market

threats

opportunity

competition creativity

jobs online stores social media

urban outfitters strengths

weakness

global recognition loyalty unique

price product execution lack of creativity target market

threats

opportunity

controversies bold products competition

social media stores supply online shop

brand positioning map

HIGH PRICE Moschino

Kenzo

House of Holland Nasty Gal

Irregular Choice

LAZY OAF !

Urban Outfitters

Ragged Priest Spoiled Brat

Topshop

UNIQUE Asos

Skinny Dip Monki

MASS CLOTHING

Sonix

Happy Socks New Look Punky Pins

Primark

LOW PRICE

competitive matrix

LAZY OAF SIZE PRODUCTS SOCIAL MEDIA

independant, shop, online shop, found in other clothing websites

URBAN OUTFITTERS

International, shop &online shop, found in other clothing websites clothing, shoes, men & womens clothing, shoes, jew- lingerie, accessories, ellery, accessories novelty products, bags

Instagram, Snapchat, Facebook, Pinterest, Twitter

PRICING 7 Affordable +

RAGGED PRIEST

MONKI

independant, online International, shops shop, found in other around the world, online shop, found on clothing websites other websites

womens clothing, womens clothing, jeans, jackets, tops, shoes, accessories, novelty products,bags dresses

Twitter, InstaTwitter, Instagram, Twitter, Instagram, gram,Pinterest, Facebook Pinterest, Snapchat, Snapchat, Facebook Facebook 6 Affordable

men&women men&women teens and adults young people, teens TARGETING to young adults 15-30 14-35 fun, weird graphic cool clothes and fun products AESTHETIC clothes

6 affordable

3 Cheap

women, young peo- women, teens to ple, teens to young young adults 13-35 adults 16-27 cool clothes with attitude

essentials with a cool twist

brand analysis

Lazy Oaf focuses a lot on their graphics and image content.

It is an important part of their aesthetics, and reflects onto their clothing with their characters and eyes. Lazy Oaf is all about graphics and illustrations. Their website is cool and fun, and provides a lot of information about their products, previous collections and contact information.

The website resembles the rest of Lazy Oafs social media pages with cool graphics they use on their clothing and accessories. It brings the brand an exclusive feel and the graphics are easy to recognise as Lazy Oafs. This is all part of their humorous aesthetic as a brand and goes right to their roots from the beginning when the brand was just creating cool illustrations on t-shirts.

One of Lazy Oafs main weaknesses is that Lazy Oaf is still not quite as recognized in the world as one would hope. However, with their products being sold in global online stores such as ASOS and stores constantly opening around the world, it doesn’t seem impossible that they would gain the awareness they deserve. The brand gets overshadowed with similar brands and competitors who are more known around the world and have been around longer. If the brand was to open up more stores and sell their products in more places, maybe their customer market could expand.

brand values brand essence colour print youth nostalgia confidence silly

awkward weird cool

quality

unique style

humour

fun

cool

humorous

immature

social

rebellious not too seri ous

The brands strengths are their products and how they pose them. Their look books, films and social media are very appealing to the eye and make you want to be one of the characters wearing their products. Their aesthetic is also strength in their brand. Lazy Oaf strives upon humour, rebellion and the forever-young feel, which is very appealing to the young adults buying the products. With more advertising and gaining more viewerships, it wouldn’t take long for Lazy Oaf to strive in an international level.

Another strength is their collaborations with known brands and characters, such as Looney Tunes and Casper the Ghost. Giving these child hood memories a funky twist and giving the cool clothes a fun childish edge. Who wouldn’t love to wear a sheer dress with Casper printed all over it, making an otherwise sexy garment, into a novelty? Lazy Oaf has just launched their new line with Disney. They hosted a launch party to showcase their collection and served cool food and beverages. They also invited known people in the industry.

swot analysis strengths

weakness

social media fashion films look books quality graphics unique

price access shops recognition

threats

opportunity

bold products competition survival lack of creativity

social media online stores market products

don’t hug me i’m scared

social media

Lazy Oaf is very active on social media, and the main reason is their young customers. With young consumers and customers, it is crucial to be active on social media. They use Facebook, Pinterest, Instagram, Twitter, Snapchat and have a Youtube and Vimeo channel. You can basically find them anywhere. By being a smaller company, it is important that they market their brand through social media and make sure they are seen. They have quite a consistent style throughout all their social media with cool images and information about the online shops, new products and discounts. Lazy Oaf also offers 10% student discount, which attracts students to buy products.

facebook

instagram

vimeo

youtube

pinterest

twitter

action and implementation plan

To create a fashion film for Lazy Oaf, colour was important.

To follow the same style as their films, I wanted a colourful set, weird props and fun outfits to complete the look. Also, shooting the clothes from different angles and distances is an important part of Lazy Oaf films. The focus must be on the brand and the clothes. The whole brand aesthetic is very modern and contemporary, and that should be remembered to bring into photos and films through out. I created a simple storyline of a very awkward girl in her first photo shoot. She has a lot of fun, but goes a little mad during the film. I was determined to capture the awkward and humorous essence of the brand.

As soon as I heard about our task to make a fashion film I got my team together. I found a film student who specialised in fashion film and photos, a hair and make up artist and an actress who could also dance. I got a studio to grasp a similar feel to other Lazy Oaf films and a pink backdrop. I created a manic and awkward character with a simple storyline. My film works as a visual look book and would feature for their Autumn 2016 collection. The film would be on their website blog, Vimeo and youtube.

Also, teasers and Gifs from the film would feature on their Instagram channel. The videos would first be launched the previous July and teasers will be posted right up until the actual launch of the collection.

planning the film

hair and make up: girly weird awkward colourful lips curled hair bunches nude eyebrows rosy cheeks movement and atomosphere: crazy funny weird awkward choreography movement manic artsy girly colourful

making the film team:

hair and mua: zoe dennis actress: larissa siems photographer: natalie taylor director, editor, stylist, producer: nanna talvitie

set:

photography studio pink colourama lazy oaf posters

lazy oaf - photoshoot

lazy oaf - photoshoot on social media

house party

Creating a fashion film was much more difficult than expected. Depending on a team to follow through was stressful, especially with models dropping out, and trusting others to help out with a vision that was so adamant in your head.

Planning every scene from beginning to end and trying to fit them all together with music was very stressful. Also, finding a common consistency with lighting and colours was not easy. In the end, I guess one is never truly happy with their work, and it will always have something to improve on. I need to understand that without a budget, there is no way my film looks as good as the professional ones by Lazy Oaf. I am very proud of my work and love the short teasers for my actual film. I have learnt so much about making films, and will always be much more aware about the moving imagery I will watch from now on.

bibliography

asos (2016) Oops! We don’t have any results for you. Available at: http://www.asos.com/women/a-to-z-of-brands/lazy-oaf/cat/?cid= 5486&cr=6&affid=5571&ppcadref=85145199|3804221559|aud116429022999:kwd-1842456226&channelref=paid+search&gcli d=CIfygIeC9s8CFRe3GwodYI0Iww (Accessed: 6 October 2016).

Lazy Oaf (2014) Lazy oaf - house party (Womens winter 14).

Available at: https://www.youtube.com/watch?v=8ILT1aMskdg (Accessed: 13 November 2016).

Lazy oaf (2016) Available at: https://www.youtube.com/channel/ UCHF5h_4Fsiy8A9O-Nnu-7bg (Accessed: 13 November 2016).

Lazy oaf (lazyoaf) (no date) Available at: https://fi.pinterest.com/ lazyoaf/ (Accessed: 13 November 2016).

LTD, L.O. (2011a) Lazy land 15th anniversary exhibition – private view. Available at: http://www.lazyoaf.com/blog/2016/11/ lazy-land-15th-anniversary-exhibition-private-view/ (Accessed: 6 November 2016).

LTD, L.O. (2011b) Odd graphics, secret finds, best buys.. Available at: http://www.lazyoaf.com/blog/ (Accessed: 9 October 2016).

LTD, L.O. (2013a) Lazy oaf. Available at: https://www.lazyoaf. com/ (Accessed: 9 October 2016).

LTD, L.O. (2013b) Lookbook. Available at: http://www.lazyoaf. com/lookbook (Accessed: 9 October 2016).

Marsh, A. (2016) This new Denim Collab was made for fans of ’90s nostalgia. Available at: http://www.teenvogue.com/gallery/lazyoaf-the-ragged-priest-fall-90s-patch-denim-collection (Accessed: 12 October 2016).

Monki (2016) Cut the norm. Available at: https://www.youtube. com/watch?v=GMdGnRcKGs4 (Accessed: 13 November 2016).

Priest, T.R. (no date) ++ get 10% off your first order ++. Available at: https://theraggedpriest.com/ (Accessed: 30 October 2016).

PRO, L.O. (2016a) Lazy oaf x ragged priest. Available at: https:// vimeo.com/137486453 (Accessed: 13 November 2016).

PRO, L.O. (2016b) Not very active - autumn ’15. Available at: https://vimeo.com/134189017 (Accessed: 13 November 2016).

Puts the smile back in fashion! (no date) Available at: http://www. monki.com/gb/ (Accessed: 30 October 2016).

Talent, V. (2016) Lazy oaf 15th anniversary exhibition. Available at: http://www.wonderlandmagazine.com/2016/10/lazy-oaf-15thanniversary-exhibition/ (Accessed: 6 November 2016).

Urban Outfitters (2016) in Wikipedia. Available at: https:// en.wikipedia.org/wiki/Urban_Outfitters (Accessed: 13 November 2016).

Urban Outfitters Television (2016) UO presents: The Halloween party.

Available at: https://www.youtube.com/watch?v=ab0hMAOQc1A (Accessed: 13 November 2016). ( No Date) Available at: https://www.youtube.com/ watch?v=lUu4HWgaQwU (Accessed: 13 November 2016).

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