AD6806 Brand me- book 3 Tess Halliwell

Issue 03 March 2024 photography by Tessa Halliwell

LUXURY BUT MAKE IT META.

Plan Of Action.

THE GAP______ IN THE MARKET

-I FEEL THE GAP IN THE MARKET IS THE DIGITAL SPACE FOR LUXURY BRANDS AND THE REASON THERE IS A GAP IS IT TAKES MORE TIME TO BREAK INTO, FOR LUXURY BRANDS WHO FOLLOW THEIR OWN SET OF RULES TO KEEP UP WITH THEIR OWN HIGH STANDARDS. IT CAN TAKE THEM MORE TIME TO GET INTO THE DIGITAL SPACE AS THEY DON’T WANT TO LOSE THEIR CONSUMER BY CHANGING THEIR STYLE TOO MUCH. -SOME BRANDS HAVE TRIED AND IT’S FAILED, WHICH CAN BE DAUNTING FOR BRANDS TO FOLLOW AS THERE IS HIGHER EXPECTATIONS ON THEM TO SUCCEED HOWEVER I THINK THIS IS THE PERFECT FILL FOR THE GAP IN THE MARKET AND IT WILL BE SUCCESSFUL. -THIS WILL NOT BECAUSE IT’S NOT JUST FASHION BUT ALSO A PLACE TO GET FASHION NEWS AND AN ESCAPE FROM THE REAL WORLD, THERE IS MORE VARIETY AND IT CAN BE AN ESCAPE FOR THE LOVER OF FASHION. BY INCLUDING LUXURY BRANDS I AM OPENING UP THAT EXCLUSIVITY TO THE PEOPLE WHO WANT ‘IN’ TO THAT WORLD. -THE REASON I THINK THIS HASN’T HAPPENED SOONER IS THAT THE BRANDS COULD BE WORRIED ABOUT UPSETTING THEIR CURRENT CONSUMER, AND IN ORDER TO PREVENT THIS I WOULD HAVE A DELICATE APPROACH TO THIS, BY STILL KEEPING THEIR AIR OF EXCLUSIVITY TO THE LUXURY BRANDS. THIS KEEPS THEIR CURRENT CONSUMER HAPPY AND WILL KEEP THEIR INTRIGUE. -FOLLOW LESS TRENDS THAN FAST FASHION BRANDS, BUT IN ORDER TO STAY AHEAD OF THE MARKET THEY NEED TO JUMP ON THE DIGITAL TRAIN AND SUPPLY THE MASSES WITH AN ALTERNATIVE TO CONSUMING DIGITAL FASHION -ESCAPE FROM REALITY TO THIS DYSTOPIAN PARADISE, I DON’T WANT THIS TO BE ANOTHER TYPE OF DIGITAL MAGAZINE THAT ARE POPPING UP MORE AND MORE, I WANT IT TO BE AN ESCAPE FOR PEOPLE- WHERE PEOPLE ARE HIDING IN WORK TO GET THE LATEST FASHION NEWS, PEOPLE ARE CONSTANTLY REFRESHING THE PAGE FOR MORE NEWS BECAUSE THEY CAN’T GET ENOUGH! IT WILL PROVIDE THE CONSUMERS WITH FASHION AND MEDIA THAT IS CURRENT AND INTERESTING.

HOW? TO MARKET AND PRESENT THIS I HAVE REALLY TOOK INSPIRATION FROM DYSTOPIAN STYLE AND LOOKING INTO THE ART STYLE AND WHAT CAUGHT MY EYE WAS THE STATUE STYLE. THINKING OF HAVING GIANT STATUES CGI INTO CITIES TO POST ON SOCIAL MEDIA TO GAIN ATTENTION AND PEOPLES INTRIGUE, THIS STYLE IS SEEN MORE AS OF LATE AND I REALLY ENJOY THIS STYLE OF MARKETING AND CAMPAIGNING AS IT ADDS DIMENSION TO THE STYLE OF MARKETING.

STRATERGY 1 WHO AM I MARKETING THIS AT?

GEN Z

-GEN Z ARE THE CONSUMERS I FEEL FIT THIS PROFILE -THEY ARE ADAPTABLE (THE MOST ADAPTABLE GENERATION IMO) -WILL EMBRACE THE DIGITAL CHANGE THE MOST -WILL ALSO ENCOURAGE OTHER GENS TO LOOK AT THE ZINE BECAUSE I FEEL GEN Z ARE INFLUENTIAL AND CAN SELL SOMETHING THEY BELIEVE IN HOW WILL I MARKET THIS ?

-DIGITAL BILLBOARDS IN THE MOST FASHION DENSE PLACES TO SPREAD THE WORD OF THE (META)ZINE WITH QR CODES ON THAT PEOPLE CAN SCAN AND SHARE THEMSELVES IN DIFFERENT FANTASY WORLDS CREATED - INSPIRED BY TIM WALKER -WANT TO CREATE AN ESCAPE FROM THE REAL WORLD -HAVING PEOPLE SHARE THEMSELVES IN THIS WORLD WILL CREATE BUZZ AND PEOPLE WILL WANT IN ON THE EXCLUSIVITY OF THE ZINE

AFTER DISCOVERING THE GAP IN THE MARKET FOR MY FINAL MAJOR PROJECT, I WOULD LIKE TO EXPAND ON THE IDEA OF MERGING LUXURY AND DIGITAL FASHION TO CREATE A CAPTIVATING ONLINE ESCAPE INTO EVERYTHING FASHION AND MEDIA. GAINING THAT EXCLUSIVITY INTO THE LUXURY END OF FASHION, I AM BRANCHING OUT TO A WIDER AUDIENCE AND ADDING MORE CONSUMER VALUE. ALSO HAVING LIMITED ACCESS TO ATTEND THE MAJOR FASHION WEEKS VIRTUALLY, GIVES PEOPLE WHO HOPE TO JOIN THE HIGHER SOCIETY A SLICE OF EXTRAVAGANCE.

RESEARCH

A croqui created by me, to reflect on all of my collected research.

LOOKING AT MIDJOURNEY DEVELOP MY CONCEPT.

AND

TESS HALLIWELL

BLENDR

TO

WHAT? I TITLED THE NAME OF MY PROJECT VELOCITY BECAUSE I WANTED MY NAMING TO RELATE TO

MOVING FORWARD WITH FASHION IN THE DIGITAL SPACE- AND THE SPEED IT IS GOING AT.

VELOCITY ESSENTIALLY MEANS HIGH SPEED, AND IT IS THE WAY I WANT MY PROJECT TO BE PORTRAYED. BEING ABLE TO RECEIVE FASHION

NEWS AND MEDIA, SHOP, AND EXPLORE DIGITAL FASHION ALL IN ONE SPACE. I WANT PEOPLE TO BE DRAWN INTO THIS ESCAPE WORLD OF FASHION AND SUCH A UNIQUE WAY OF ABSORB FASHION NEWS.

A croqui created by me, to reflect on all of my collected research.

IDENTIFY TO GET MY CAMPAIGN MARKETED AND REPRESENTED CORRECTLY I HAVE REFERRED TO MY RESEARCH, AND I BELIEVE USING AI AND CGI TO CREATE GRAND ADVERTISEMENT’S IS THE BEST WAY TO SPREAD THIS CAMPAIGN. TAKING INSPIRATION FROM JACQUEMUS’ AND ISABEL MARANT’ CAMPAIGN STYLE BY USING OVERSIZED VERSIONS OF THE CONCEPT AND PLACING THEM IN REAL WORLD SETTINGS. WHAT DRAWS ME TO THIS STYLE OF ADVERTISING IS THE PLAYFULNESS OF IT, I THINK THERE IS SO MUCH FLEXIBILITY AND FREEDOM WITH IT THAT THE POSSIBILITIES ARE ENDLESS AND IN SUCH THE CAMPAIGN CAN HAVE AN ADDED LONGEVITY TO IT, WHICH IS A KEY FACTOR FOR MY PROJECT.

PLAN OF ACTION FIRST OFF, WHO AM I AIMING MY CAMPAIGN AT ?

GEN Z IS THE BEST GENERATION FOR ME AND THE CAMPAIGN I AM CREATING. THEY ARE SO VERSATILE AND I FEEL THEY APPRECIATE THE NEWER STYLE OF MARKETING THAT THE HIGHER FASHION BRANDS ARE PRODUCING. GEN Z IS, OF COURSE, INTIMATELY FAMILIAR WITH SOCIAL MEDIA, DEDICATING HOURS EACH DAY TO ONLINE PURSUITS. FOR 35% OF THEM, THAT TIME AMOUNTS TO MORE THAN FOUR HOURS PER DAY, TO BE EXACT. THAT FIGURE IS DOWN SLIGHTLY FROM 38% IN 2022, BUT STILL REPRESENTS A PLURALITY OF RESPONDENTS, PER THE REPORT. THIS IS THE BEST WAY TO SHOW OFF MY CAMPAIGN AND REACH A LARGER AUDIENCE. WHAT IS MY STORY? I WISH TO SHOW MY AUDIENCE A GLIMPSE OF WHAT THIS CONCEPT COULD BE, I WISH FOR IT TO BE AN ESCAPE AND A NEW ALLURING SPACE FOR FASHION AND MEDIA. GIVING A WHOLE NEW LIFE TO LUXURY FASHION AND ADDING LONGEVITY TO THE BRANDS BY BRANCHING OUT INTO THE DIGITAL SPACE. THE STORY I WOULD LIKE TO CONVEY IS AN INVITATION TO THIS FANTASY WORLD, CREATING A GETAWAY FROM THE REAL WORLD. WHAT IS MY CONSUMER MARKET LEVEL? LUXURY LEVEL THE BRANDS THAT HAVE CAME UP THROUGHOUT MY RESEARCH ARE SAINT LAURENT AND I THINK THEY ARE THE PERFECT BRAND FOR THIS CAMPAIGN -THEY CARRY THAT LUXURY CONSUMER WHICH I AM AIMING TO MARKET TOO + THEY HAVE A CERTAIN STYLE I HAVE BEEN DRAWN TO THROUGHOUT ALL OF MY RESEARCH IN BRAND ME AND COMPONENT 2 RICK OWENS IS ALSO A BRAND I IDENTIFIED IN COMPONENT 2 WHEN I WAS LOOKING INTO DYSTOPIAN AND FUTURISTIC BRANDS AND I THINK USING BOTH OF THESE BRANDS TO MARKET MY CAMPAIGN IS THE PERFECT BALANCE BETWEEN LUXURY AND DIGITAL ALSO BRINGING A VARIETY OF CONSUMERS TO THIS CAMPAIGN

MY PLAN

photography by Tessa Halliwell

AFTER CONDUCTING ALL OF MY RESEARCH IN COMPONENT 2 I FEEL MOST SUITED TO A CREATIVE DIRECTOR ROLE. I FEEL HAVING CONTROL OVER ALL ASPECTS IS WHAT WORKS BETTER FOR ME, BEING ABLE TO THOROUGHLY PLAN OUT THE SHOOTS AND THE POST PRODUCTION, LEADING UP TO THE MARKETING AND THE LOGO. I FEEL MOST SUITED TO THIS ROLE AS IT PLAYS TO MY STRENGTHS, I AM A VERY CREATIVE VISUAL WORKER, AND PLANNING ALL OF MY STRATEGY OUT WITH INTENT DEFINITELY WORKS BEST FOR ME.

I WILL BE SHOOTING ALL OF MY WORK SOLELY, I FEEL THIS GIVES ME THE BEST CHANCE AT GETTING OUT WHAT I TRULY WANT. THIS DEFINITELY PLAYS TO MY STRENGTHS AS I AM VERY SPECIFIC VISION AND BEING IN FULL CONTROL DEFINITELY FEELS MOST FITTING TO ME. THIS ALSO GIVES ME FULL CREATIVE DIRECTION AND I FEEL THAT PLAYS TO MY STRENGTHS THAT I HAVE FOUND OVER THE PAST TWO COMPONENTS.

FOR MY CAMPAIGN IMAGE I WANT TO MERGE MY STUDIO SHOOT AND PLACE THE FINAL OUTCOME INTO THE MOST FASHION DENSE PLACES. AS I FEEL THIS IS THE BEST AND MOST EFFECTIVE WAY TO CREATE BUZZ AROUND MY CAMPAIGN. I ALSO WANT TO KEEP THE ASPECT OF FASHION TO THIS CAMPAIGN AS I FEEL IT CAN EASILY GET LOST IN THE FLOWING IDEAS.

THESE ARE SOME IMAGES THAT HAVE INSPIRED THE IDEA BEHIND MY WORK, I JUST FEEL IT IS SO INVENTIVE AND I REALLY ENJOY THE PLAYFULNESS IF IT. HAVING THIS SORT OF EYE-CATCHING CAMPAIGN IS PERFECT FOR GENERATION Z , AS IT IS GETTING HARDER AND HARDER TO KEEP THEIR ATTENTION SPAN ON SOMETHING, THIS QUICK AND LINGERING MARKETING STYLE SEEMS PERFECT FOR MY CAMPAIGN. I ALSO THINK THIS HELPS ME TO INCORPORATE THE TIM WALKER-ESQUE STYLE THAT I AM ALWAYS DRAWN TO BY CREATING THIS FANTASY WORLD INSIDE OUR WORLD. IT IS ALSO A FORESHADOWING TO HOW PEOPLE CAN ESCAPE THIS WORLD TO MY IDEA.

AFTER MY RESEARCH INTO FUTURISM FASHION AND ART, I WAS REALLY DRAWN TO THE STATUE STYLE IN AN ITALIAN ARTISTS WORK. UMBERTO BOCCIONI, HIS SCULPTURES ESPECIALLY ‘UNIQUE FORMS OF CONTINUITY IN SPACE’ WHICH IS A STATUE IN A STATE OF FLUIDITY. AND I JUST LOVE THE OXYMORON OF THAT, I THINK IT FITS PERFECTLY WITH MY CAMPAIGN AND HOW I WANT TO MAKE HIGH FASHION DIGITAL. I WAS SO DRAWN TO THIS SCULPTURE THAT I WANT THE ESSENCE OF IT TO BE THE MAJORING PART IN MY MARKETING, SO I AM LOOKING AT POSES THAT RELATE TO STATUES AND MY CONCEPT. I HAVE REALLY ENJOYED PLANNING THIS OUT AS IT HAS ALLOWED ME TO BE FREE CREATIVELY.

TO FOLLOW ALONG WITH THE STATUE STYLE, I WANT THE LUX TO EXUDE GOLD AND ELEGANCE. TO COVER ALL ASPECTS OF MY CAMPAIGN I THINK THIS APPEALS TO THE LUXURY MARKET. HAVING A DEWY FINISH ON THIS FUTURISTIC APPROACH IS INTRIGUING ENOUGH FOR GENERATION Z TO PAY ATTENTION TO AND BE INTERESTED IN WHAT IS GOING ON. I AM STILL UNSURE IF I AM USING MODELS FROM A MODEL CASTING OR CROQUI-ING MY FINAL RESULTS, HOWEVER I THINK THIS LOOK WILL COMPLIMENT BOTH WAYS. TO CREATE A GOLD GLOWING STATUE WILL MESH ALL OF MY RESEARCH AND DEVELOPMENT INCREDIBLY WELL AND HELPS TO DRAW IN BRANDS THAT I HAVE TAKEN INSPIRATION FROM SUCH AS SCHIAPARELLI. THEIR EXCESSIVE USE OF GOLD AND FUTURISTIC STYLE IS AN INCREDIBLE INSPIRATION FOR MY FINAL MAJOR PROJECT. THEY ALSO HAVE THE LUXURY ASPECT WHICH I WANT TO BRING TO THE DIGITAL SIDE OF FASHION.

IN ORDER TO FEEL PREPARED I AM PRE TESTING SOME IDEAS ON MY MANNEQUIN FROM HOME, TO DO THIS I WENT TO A FABRIC SHOP SO I COULD HAVE GOLD + METALLIC MATERIALS TO PLAY AROUND ME AND GIVE ME THE LOOK I DESIRED. THIS IS BECAUSE I WANT TO KEEP A SEAMLESS FLOW THROUGHOUT MY WORK, SO RELATING MY CROQUIING TO MY COMPONENT 2 WORK. INSPIRED BY THE STATUE OF AN ITALIAN FUTURISM ARTIST, I SET MY PHONE TO TIMELAPSE, TO DOCUMENT MY PROCESS. I LIKE TO DO THIS AS I CAN GO BACK THROUGH THE FOOTAGE, AND TAKE SCREENSHOTS OF WAYS I ENJOY THE SHAPE OR SILHOUETTE THAT I CREATED. DOING THIS SOLELY ON A MANNEQUIN DOES POSE SOME ISSUES, AS IT IS A STILL OBJECT THAT CANNOT GIVE ME MOVEMENT. HOWEVER I FEEL IT IS EASIER FOR ME AT THIS POINT IN MY STRATEGY AS I CAN PLAY AROUND WITH STYLES, SHAPES AND GARMENTS WITHOUT ISSUE. FROM THIS PRIMARY IMAGES I CREATED CROQUIS TO MOCK UP THE WAY I INTEND TO CAMPAIGN MY PROJECT.- THIS HELPS TO BUILD AND EXPAND MY WORK TO A DEEPER LEVEL, AND HELPS ME TO VISUALISE MY CONCEPT CLEARER. THROUGH COMPONENT 1 I UNDERSTOOD THAT I AM A VISUAL WORKER AND THIS IS THE BEST WAY FOR ME TO UNDERSTAND AND DEVELOP MY WORK TO A HIGHER STANDARD.

MID JOURNEY

THE DIGITAL MOVEMENT MOVING INCISIVELY TO JOIN FORCES BETWEEN AI, FASHION, LUXURY AND BEAUTY IS NOT JUST A TREND, IT IS A SIGNIFICANT PARADIGM SHIFT. THE MOST ADVANCED AI GENERATIVE TOOLS – MIDJOURNEY, STABLE DIFFUSION AND DALLE – ARE SETTING TRENDS IN HAUTE COUTURE AND PREMIUM LUXURY, AND THESE ARE NOT JUST COMPUTER WORDS. IT IS JUST THE BEGINNING, BUT THE QUALITY OF THEIR CONTENT LEAVES NO DOUBTS. THE INFUSION OF AI INTO THE FASHION INDUSTRY IS ALREADY A SHINING AND NOT THAT NEW REALITY. JUST LOOK AT THE TRENDY TATLER HONG KONG PHOTOSHOOT. YOU CAN NOW CHOOSE TO HAVE YOUR BRAND SOLELY PRODUCED BY ALGORITHMS, AND/OR HYBRID AI-HUMANISED TO CREATE A NEW LEVEL OF SCREAMING CREATIVITY AND INNOVATION THAT REPRESENTS YOUR BRAND THROUGH ITS CONTENTS. AI TAKES A CREATIVE SWERVE IN FASHION IN HIS JING ARTICLE, HOW AI HAS BECOME A FASHION ASSISTANT IN JUST A FEW MONTHS, HARLEY JOHNSTONE INDICATES HOW THE TREND IS LOUDLY ACKNOWLEDGED NOW. JUST THINK ABOUT IT: TOMMY HILFIGER MAKES HISTORY WITH MIDJOURNEY AND HE’S ACTIVELY EMBRACING THE TECHNOLOGY. IN A HIGHLY COMPETITIVE WORLD, IN WHICH FASHION AND LUXURY BRANDS MUST BE NIMBLE AND INNOVATIVE, AI TOOLS SUCH AS MIDJOURNEY ARE NOT JUST ON THE RUNWAY RECAPPING THE LATEST TRENDS, THEY ARE ON THE STAGE PUSHING INNOVATIVE SOLUTIONS TO CREATE.

CREATING CROQUI’S WITH A COMBINATION OF MY OWN IMAGERY AND SECONDARY IMAGERY, IT HELPS ME TO DEVELOP ON MY STRATEGY AND ADD MORE VARIETY IN IMAGERY THROUGHOUT MY WORK.

CROQUIS

A croqui created by me, to reflect on all of my collected research.

A croqui created by me, to reflect on all of my collected research.

STRATEGY MY ADVERTISING IDEA THROUGH MY COMPONENT 2 AND FURTHER WORK I HAVE SPOKE ABOUT WANTING TO USE CGI AND AI TO MAKE THIS CAMPAIGN EVEN MORE FITTING FOR ME, IN DOING THIS I HAVE TAKEN INSPIRATION FROM THE LIKES OF JACQUEMUS, ISABEL MARANT AND VICTORIA BECKHAM WHO HAVE THESE REALISTIC ADVERTS TO PROMOTE THEIR PRODUCTS I REALLY LIKE THIS IDEA AS I’VE SPOKE ABOUT BEFORE AS I FEEL IT’S A REALLY PLAYFUL WAY OF MARKETING AND HELPS TO DRAW ATTENTION TO THE BRANDSWHICH IS A TO BUILD UPON MY STRATEGY I WANTED TO REFLECT ON A CASE STUDY THAT DIVES INTO AI IN FASHION, HAVING THIS AS A GUIDE THROUGH MY PROJECT IS A HUGE BENEFIT AND HAVING SUCH A GOOD SOURCE IS VITAL IN CREATING A STRONG CAMPAIGN. HAVING KEY FACTS AND FIGURES TO GO OFF IS EXTREMELY IMPORTANT TO ME, AS I DISCOVERED ABOUT MYSELF THROUGH COMPONENT 1 AND 2, HAVING FACTS AND FIGURES TO SUPPORT MY RESEARCH.

THE COMPLETE PLAYBOOK FOR GENERATIVE AI IN FASHION

CASE STUDY

FROM CHATGPT TO MIDJOURNEY TO RUNWAY, THE EMERGING TECHNOLOGY IS ALREADY SHOWING WHY IT COULD BE ONE OF THE MOST CONSEQUENTIAL IN DECADES FOR THE FASHION INDUSTRY. EARLY ADOPTERS AND EXPERTS UNPACK THE OPPORTUNITIES AND CHALLENGES OF PUTTING GEN AI TO USE TO DESIGN PRODUCTS, CREATE CAMPAIGNS AND OTHER CONTENT, AND BETTER CONNECT WITH CUSTOMERS. IN 2018, AN ARTIST NAMED ROBBIE BARRAT CONCEIVED AN ENTIRE FASHION COLLECTION IN THE STYLE OF BALENCIAGA USING ARTIFICIAL INTELLIGENCE. BARRAT HAD TO TRAIN HIS OWN AI MODEL ON IMAGES OF EXISTING LOOKS HE GATHERED HIMSELF, AND THE OUTPUT WASN’T PERFECT. MUCH OF IT APPEARED SMUDGED AND DISTORTED. BUT IT WAS ENOUGH TO CAPTURE FASHION’S ATTENTION, LANDING HIM AN INTERVIEW WITH SSENSE AND A COLLABORATION WITH ACNE STUDIOS. JUST A FEW YEARS LATER, ANYONE WITH A COMPUTER CAN ESSENTIALLY CREATE A COLLECTION — WITH LESS WORK AND MORE PHOTOREALISTIC RESULTS THAN BARRAT’S EARLIER ATTEMPT — USING NEW GENERATIVE-AI TOOLS. GENERATIVE AI, WHICH DESCRIBES MACHINE LEARNING ALGORITHMS CAPABLE OF CREATING NEW CONTENT, IS SET TO HAVE A MAJOR IMPACT ON FASHION BRANDS. TRAINED ON A SUFFICIENT NUMBER OF EXAMPLES, THESE ALGORITHMS RECOGNISE THE UNDERLYING PATTERNS AND STRUCTURES IN DATA AND CREATE NOVEL EXAMPLES OF THEIR OWN. SOME TOOLS, SUCH AS DALL-E 2, MIDJOURNEY AND STABLE DIFFUSION, CAN PRODUCE IMAGES. OTHERS, SUCH AS CHATGPT, CAN GENERATE TEXT. STILL OTHERS ARE CAPABLE OF MAKING VIDEOS, LIKE RUNWAY. BUT ALL ARE ABLE TO CREATE THEIR CONTENT FROM TEXT PROMPTS, PROMISING A WIDE ARRAY OF USES. THOUGH GENERATIVE AI GRABBED ATTENTION WITH THE DELUGE OF USER-GENERATED MEMES IT UNLEASHED ONLINE, LIKE A VIDEO REIMAGINING THE HARRY POTTER MOVIES IN THE STYLE OF BALENCIAGA, ITS GREATEST IMPACT COULD BE ON BUSINESSES. TECH GIANTS SUCH AS MICROSOFT AND GOOGLE ARE RACING TO INCORPORATE IT INTO THEIR CORE PRODUCTS, WHILE INDUSTRIES FROM HEALTHCARE TO FINANCE ARE LOOKING FOR WAYS TO USE IT TO LIFT LABOUR PRODUCTIVITY AND A WAVE OF START-UPS ARE BUILDING ENTERPRISE APPLICATIONS. GOLDMAN SACHS ANALYSTS ESTIMATE THAT, ONCE GENERATIVE AI IS WIDELY ADOPTED, IT COULD BOOST US PRODUCTIVITY BY 1.5 PERCENTAGE POINTS PER YEAR FOR A DECADE, ULTIMATELY INCREASING S&P 500 PROFITS 30 PERCENT OR MORE OVER THAT PERIOD. FASHION IS SET TO EXPERIENCE GENERATIVE AIINFLUENCED GROWTH OF ITS OWN. WHILE THE INDUSTRY IS JUST STARTING TO EXPLORE THE TECHNOLOGY’S POTENTIAL, MCKINSEY & COMPANY ESTIMATES THAT IN THE NEXT THREE TO FIVE YEARS IT COULD ADD BETWEEN $150 BILLION AND $275 BILLION TO THE OPERATING PROFITS OF THE APPAREL, FASHION AND LUXURY SECTORS. IT IS ALREADY BEGINNING TO SHAKE UP AREAS SUCH AS DESIGN, MARKETING AND CUSTOMER SERVICE. AS VARIOUS PARTS OF THE FASHION INDUSTRY VALUE CHAIN TEST AND ADOPT THE TECHNOLOGY, THIS CASE STUDY EXPLORES THE OPPORTUNITIES, CHALLENGES AND RISKS FOR BOTH BRANDS AND THEIR EMPLOYEES. HOWEVER, THE FIELD IS CHANGING RAPIDLY AND USE CASES WERE A WORK IN PROGRESS AS WE CONDUCTED OUR RESEARCH AND INTERVIEWS IN SPRING 2023. THAT SAID, FOUR KEY STRATEGIC AREAS HAVE ALREADY EMERGED FOR FASHION, ENABLING THIS CASE STUDY TO SHOWCASE THE STATE OF PLAY IN PRODUCT DESIGN, VISUAL CONTENT CREATION, COPYWRITING, AND SHOPPING AND CUSTOMER EXPERIENCE. TO HELP BUILD OUT THE KNOWLEDGE PROVIDED IN THIS CASE STUDY, BRANDS AND RETAILERS SUCH AS REVOLVE, CASABLANCA PARIS, FRAME, SNIPES, LEVI’S AND ZALANDO; TECHNOLOGY PROVIDERS SUCH AS SALESFORCE, AMAZON AND SHOPIFY; AND OTHER AI-FOCUSED EXPERTS SHARE REAL EXAMPLES OF PUTTING THIS EMERGING TECHNOLOGY TO USE AND WHAT THEY HAVE BEEN LEARNING IN THE PROCESS.

CASE STUDY WHAT MAKES GENERATIVE AI SO PROMISING FOR FASHION IS ITS CAPACITY TO QUICKLY PRODUCE HIGH-QUALITY CONTENT AS WELL AS UNDERSTAND AND RECREATE NATURAL LANGUAGE. WHILE THESE CAPABILITIES ARE JUST BECOMING WIDELY ACCESSIBLE, THEY’RE BUILT ON FOUNDATIONS THAT REACH BACK DECADES. THE FIELD OF AI BEGAN GATHERING MOMENTUM IN THE 1950S, WHEN SCIENTISTS AND MATHEMATICIANS, BELIEVING MACHINES COULD ONE DAY BEGIN TO LEARN AND REASON ON THEIR OWN, LAID THE FOUNDATIONS OF MODERN COMPUTER SCIENCE. (FAMED BRITISH MATHEMATICIAN ALAN TURING, WHO HELPED CRACK GERMANY’S ENIGMA CODE IN WORLD WAR II, WAS ONE OF ITS PIONEERS.) BECAUSE OF THE HIGH COSTS AND LIMITED POWER OF COMPUTERS, PROGRESS WAS SLOW, BUT OVER THE YEARS, AND DESPITE OCCASIONAL SETBACKS, RESEARCHERS MADE BREAKTHROUGHS THAT STILL UNDERPIN AI TODAY. THEY DEVELOPED NEURAL NETWORKS, WHICH USE SETS OF ALGORITHMS ARRANGED IN INTERCONNECTED NODE LAYERS TO MIMIC THE WORKINGS OF THE HUMAN BRAIN, AND DEVISED DEEP LEARNING TECHNIQUES THAT ALLOW COMPUTERS TO BETTER UNDERSTAND “UNSTRUCTURED” AND COMPLEX DATA, INCLUDING TEXT OR IMAGES. LEAPS IN COMPUTING POWER ENABLED ADVANCES. AROUND 2012, AN INFLECTION POINT ARRIVED AS DEEP LEARNING LED TO DRAMATIC GAINS IN AI FIELDS LIKE COMPUTER VISION. AI HAS CONTINUED TO IMPROVE AND BECOME MORE AVAILABLE TO INDUSTRIES, LETTING FASHION COMPANIES ADOPT IT FOR PURPOSES SUCH AS DEMAND FORECASTING, IDENTIFYING THEIR MOST VALUABLE CUSTOMERS, MANAGING MARKDOWNS MORE EFFECTIVELY AND BATTLING COUNTERFEITS. GENERATIVE AI IS THE NEXT STEP IN THIS EVOLUTION, AND THE EXCITEMENT AROUND THE TECHNOLOGY AND RANGE OF APPLICATIONS HAS LED TO AN INFLUX OF INVESTMENT. THOUGH THE TOTAL VALUE OF VENTURE CAPITAL DEALS IN GENERATIVE AI GLOBALLY FELL FROM $5 BILLION IN 2021 TO $4 BILLION IN 2022 AS INFLATION, RISING INTEREST RATES AND RECESSION CONCERNS DEPRESSED THE MARKET, THE NUMBER OF DEALS STILL INCREASED, ACCORDING TO PITCHBOOK, A FUNDING DATABASE. RELATIVE TO THE BROADER TECHNOLOGY LANDSCAPE, IT HAS PROVED “RESILIENT AGAINST THE MARKET DOWNTURN,” NOTED ALI JAVAHERI, AN ASSOCIATE ANALYST OF EMERGING TECHNOLOGY AT PITCHBOOK. BY MAY 2023, FUNDING SURGED PAST PREVIOUS YEARS — MOSTLY BECAUSE OF MICROSOFT’S $10 BILLION INVESTMENT IN OPENAI, ANNOUNCED IN JANUARY. COMPANIES LIKE OPENAI THAT ARE BUILDING WHAT ARE CALLED FOUNDATION MODELS, WHICH ARE TRAINED ON HUGE VOLUMES OF DATA AND CAPABLE OF BEING APPLIED TO AN ARRAY OF TASKS RATHER THAN JUST NARROW, TAILORED USES, ARE DRAWING THE MOST MONEY, JAVAHERI SAID, WHILE THOSE MAKING SPECIFIC TEXT-BASED APPLICATIONS, SUCH AS FOR COPYWRITING, ARE ALSO ATTRACTING A GOOD DEALOFINTEREST. A VARIETY OF INDUSTRIES ARE TRYING TO TAKE ADVANTAGE OF GENERATIVE AI’S POTENTIAL. THE PRESTIGIOUS ARCHITECTURE FIRM ZAHA HADID ARCHITECTS IS USING IMAGE GENERATORS TO HELP PRODUCE BUILDING DESIGNS, ITS HEAD, PATRIK SCHUMACHER, SAID IN A ROUNDTABLE DISCUSSION HOSTED BY THE PLATFORM DIGITALFUTURES IN APRIL 2023. LAWYERS ARE ALSO EXPLORING IT AS A WAY TO AUTOMATE TEDIOUS WORK LIKE REVIEWING DOCUMENTS. FOR FASHION BUSINESSES, THE TECHNOLOGY PRESENTS A VARIETY OF POSSIBLE USES AND BENEFITS. BASED ON MOVES ALREADY PUBLICLY ANNOUNCED BY BRANDS, RETAILERS AND TECHNOLOGY PROVIDERS, AS WELL AS CONVERSATIONS WITH COMPANIES AND EXPERTS, BOF IDENTIFIES FOUR OF THE MOST IMMEDIATE OPPORTUNITIES GENERATIVE AI OFFERS:

CASE STUDY

A croqui created by me, to reflect on all of my collected research.

MARKET OPPORTUNITIES AND CHALLENGES

EXHIBIT 5: HOW GENERATIVE AI PLUGS INTO FASHION’S VALUE CHAIN GENERATIVE AI CAN BE USED ACROSS THE PRODUCT LIFECYCLE, REDUCING LEAD TIMES, CREATING EFFICIENCIES AND UNLOCKING NEW IDEAS. GENERATIVE AI’S OPPORTUNITIES ARE PRESENT TO VARYING DEGREES ACROSS USE CASES. COMPANIES THAT LEVERAGE THE TECHNOLOGY IN THESE AREAS STAND TO BENEFIT ON MULTIPLE LEVELS, WHILE POTENTIALLY BOLSTERING OPERATING PROFITS, AS MCKINSEY NOTED. “WE’VE SEEN IT A NUMBER OF TIMES ALSO IN MORE ‘CLASSIC’ DATA AND IT PROJECTS,” SAID HOLGER HARREIS, A SENIOR PARTNER AT MCKINSEY. BY RAISING PRODUCTIVITY, STREAMLINING PRODUCT DEVELOPMENT AND REDUCING TIME TO MARKET, HE NOTED, “WHAT WE’VE SEEN IN THE REARVIEW MIRROR IS ACTUALLY THE BIGGEST IMPACT CONTRIBUTION CAME FROM INCREASING REVENUES.” FOR GENERATIVE AI, THE EFFECTS MAY NOT BE EQUAL ACROSS ALL PARTS OF THE VALUE CHAIN. IN SUPPLY CHAINS, GENERATIVE AI COULD BE USED TO SUMMARISE DATA OR AUTOMATE FILLING OUT PAPERWORK, BUT USES THAT MORE FUNDAMENTALLY SHIFT HOW COMPANIES OPERATE IN THE NEAR TERM ARE LESS CLEAR. THE GREATEST OPPORTUNITIES ARE PROBABLY IN THE AREAS THAT PLAY DIRECTLY TO GENERATIVE AI’S STRENGTHS. THESE INCLUDE TASKS RELATED TO DESIGN, MARKETING AND CUSTOMER INTERACTIONS, SUCH AS GENERATING DESIGN IDEAS, CREATING IMAGERY FOR USE IN CAMPAIGNS OR ONLINE, AND POWERING CHATBOTS AND CLIENTELING TOOLS. THE EASE WITH WHICH A COMPANY INTEGRATES GENERATIVE AI INTO ITS OPERATIONS WILL DEPEND ON HOW MUCH IT EXPECTS THE TECHNOLOGY TO DO AND HOW MUCH CUSTOMISATION IS NEEDED. USES INCORPORATING CUSTOMER DATA OR COMBINING IT WITH PROPRIETARY TECHNOLOGY CAN REQUIRE MORE TECHNICAL EXPERTISE, BUT FOR BASIC TASKS, EVEN LEAN START-UPS CAN GET GOING QUICKLY BY USING ONE OF THE GROWING NUMBER OF AI TOOLS ON THE MARKET. “IN PRINCIPLE, YOU COULD [INTEGRATE GENERATIVE AI] WITH A VERY SMALL AND RELATIVELY LOW-SOPHISTICATION IT TEAM,” HARREIS SAID, “BECAUSE FOR MANY OF THOSE THINGS, THERE ARE DEDICATED APPS OR SOLUTIONS AS A SERVICE.” PROTECTING PEOPLE AND BRANDS THE TECHNOLOGY CARRIES NOTABLE RISKS. CHIEF AMONG THEM IS THE EFFECT ON STAFF, WHO MAY NEED TO LEARN NEW SKILLS, SUCH AS HOW TO PROMPT AN AI TOOL TO PRODUCE THE DESIRED OUTCOME, OR TAKE ON NEW ROLES, SUCH AS EDITING AI-GENERATED TEXT RATHER THAN PURELY WRITING THEIR OWN. OTHERS COULD BE DISPLACED, A POSSIBILITY COMPANIES NEED TO WEIGH SERIOUSLY. AI CAN ALSO REPLICATE EXISTING BIASES IN ANY DATA IT USES, INCLUDING RACIAL AND GENDER BIASES. AN AIGENERATED IMAGE MIGHT FEATURE MORE REVEALING CLOTHING ON A WOMAN THAN A MAN, FOR EXAMPLE. IT CAN ALSO SUFFER FROM TECHNICAL SHORTCOMINGS, LIKE CHATGPT’S TENDENCY TO GET FACTS WRONG. COMPANIES USING AI COULD FACE BACKLASH OR EVEN BE DRAWN INTO LEGAL CHALLENGES BY CREATIVES WHO SAY THEIR WORK WAS USED TO TRAIN AI SYSTEMS. THE SITUATION RAISES NEW LEGAL QUESTIONS AROUND INTELLECTUAL PROPERTY, LIKE HOW MUCH PROTECTION A BRAND CAN EXPECT ON AN AI-GENERATED DESIGN. ALTHOUGH IN THE OPINION OF ANTHONY LUPO, AN ATTORNEY FOCUSED ON FASHION AND TECHNOLOGY AT LAW FIRM ARENTFOX SCHIFF, IT SHOULDN’T DETER COMPANIES AT THIS STAGE FROM EXPLORING AND EXPERIMENTING WITH GENERATIVE AI. “YOU SHOULD BE LEANING INTO THIS, BECAUSE IF YOU AREN’T, YOUR COMPETITOR WILL BE AND YOU WILL BE LEFT IN THE DUST,” LUPO SAID. TO GET STARTED, COMPANIES SHOULD ANALYSE THEIR ENTIRE VALUE CHAIN, DETERMINE THE PROBLEMS THEY WANT TO SOLVE OR PROCESSES THEY NEED TO IMPROVE AND CONSIDER WHERE GENERATIVE AI CAN HELP WITH TASKS OR ADD VALUE.

WHERE FASHION MEETS GENERATIVE AI

REVOLVE CREATED A CAPSULE COLLECTION BASED ON ITS AI-GENERATED CAMPAIGN WITH CREATIVE AGENCY MAISON META, BUT TURNING THE AI DESIGNS INTO PHYSICAL GARMENTS WASN’T ALWAYS EASY. REVOLVE. IN APRIL 2023, DRIVERS HEADING TOWARDS PALM SPRINGS ON CALIFORNIA’S INTERSTATE 10 WOULD HAVE SEEN MULTIPLE BILLBOARDS POSTED BY ONLINE RETAILER REVOLVE FEATURING MODELS IN TRIPPY LANDSCAPES FULL OF GIANT MUSHROOMS OR FLOWERS. THE IMAGES, DOWN TO THE MODELS AND CLOTHING, WERE AI-GENERATED AND CREATED FOR REVOLVE BY MAISON META, A CREATIVE AGENCY SPECIALISING IN AI. THAT MONTH, REVOLVE’S FIRST DROP OF A LIMITED CAPSULE COLLECTION WITH PIECES FROM THE CAMPAIGN WENT LIVE FOR PRE- ORDER, GIVING CONSUMERS THE OPPORTUNITY TO BUY CLOTHES DESIGNED BY GENERATIVE AI. DESIGN IS ONE OF THE CLEAREST AND POTENTIALLY MOST SIGNIFICANT USE CASES FOR THE TECHNOLOGY, ALIGNING NEATLY WITH ITS ABILITY TO PRODUCE NEW CONTENT. IT PROVIDES DESIGNERS A MEANS TO QUICKLY WHIP UP COUNTLESS VARIATIONS OF A CONCEPT, MASH TOGETHER A MIX OF INSPIRATIONS AND SEE WHAT THE OUTCOME MIGHT LOOK LIKE OR EXPLORE ENTIRELY NEW IDEAS. IT DOES COME WITH CHALLENGES. AI- GENERATED DESIGNS MAY STILL NEED MANUAL EDITS AND INTEGRATING THE PROCESS INTO EXISTING WORKFLOWS CAN BE TRICKY BECAUSE IT DOESN’T CONSIDER REALWORLD FACTORS LIKE FABRICS AND CONSTRUCTION. BUT IT NONETHELESS OFFERS A POTENTIALLY POWERFUL CREATIVE TOOL. PRODUCT DESIGN IS A PRIME OPPORTUNITY,” HARREIS OF MCKINSEY SAID. “I DON’T THINK WE SHOULD BELIEVE THAT, RIGHT NOW, THE MACHINE COULD TAKE OVER EVERYTHING, BUT SUPPORTING THAT PROCESS IS HIGHLY ENHANCING.” DESIGNERS CAN EASILY BEGIN CREATING IMAGERY WITH AI IMAGE GENERATORS SUCH AS MIDJOURNEY, STABLE DIFFUSION OR OPENAI’S DALL-E, STARTING FROM TEXT PROMPTS OR IMAGES THEY UPLOAD. (USERS SHOULD BE AWARE THAT THEY MAY NEED TO TAKE STEPS WITH TOOLS LIKE MIDJOURNEY IF THEY DON’T WANT THEIR OUTPUT TO BE PUBLICLY VISIBLE.) REVOLVE, WHILE EXPLORING HOW IT CAN USE THE TECHNOLOGY FOR ITS PRIVATE LABELS, HAS FOUND IT CAN SHORTEN THE TIME INVOLVED IN COMING UP WITH AND VISUALISING NEW CONCEPTS. “WE WERE DEVELOPING A BOMBER JACKET AND WE WERE ABLE TO GENERATE, IN A MATTER OF MINUTES, A LOT OF DIFFERENT VARIATIONS, VERSUS — IF SOMEONE WAS GOING TO SKETCH IT — IT WOULD TAKE HOURS,” SAID MICHAEL MENTE, REVOLVE’S CO-FOUNDER AND CO- CHIEF EXECUTIVE. “WE WERE ABLE TO PUT TOGETHER PIECES AND SEE DIFFERENT POCKET PLACEMENTS, DIFFERENT POCKET DETAILS, DIFFERENT COLLARS. ... OUR BUYING TEAM COULD SAY, ‘THE POCKET SIZE FROM THIS ONE. TAKE THE COLLAR FROM THIS ONE.’ PUT IT TOGETHER, GO AND THEN SEND IT UP TO DEVELOP SAMPLES.”

ADOBE FIREFLY STRATERGY 2 ANOTHER AVENUE I AM EXPLORING IS THE IDEA OF COMBINING AI INTO MY PROJECT. TO TEST THIS OUT I HAVE CREATED SOME PROMPTS FITTED TO MY CAMPAIGN IDEA. TO EXPAND ON THEIR OUTCOME I WOULD DEVELOP THEM FURTHER BY LAYERING THROUGH PHOTOSHOP, THIS WOULD ADD MORE DEPTH AND AUTHENTICITY TO MY PROJECT. I REALLY ENJOY THE OUTCOME OF THE PROMPTS I CHOSE, THIS IS SOMETHING I AM DEFINITELY CONSIDERING USING IN MY FINAL OUTCOME.

ai images curated by me, to reflect on all of my collected research.

ai images curated by me, to reflect on all of my collected research.

ai images curated by me, to reflect on all of my collected research.

SOME FAVOURITES

POST TEST SHOOT HAVING THESE INITIAL IMAGES TO GO OFF IS A HUGE ADVANTAGE FOR ME. I CAN EVALUATE WHAT WORKS AND WHAT DOESN’T WORK. I REALLY ENJOY PLAYING AROUND WITH THESE TEST SHOOTS, AS IT LETS ME EXPLORE WHAT I WANT TO EXECUTE WHEN IT COMES TO MY ACTUAL PHOTOSHOOT. I AM ALSO CONSIDERING USING A MODEL, SO I AM SETTING UP A MODEL CASTING FOR THAT. I THINK HAVING A LOT OF STYLES AND IMAGES TO CHOOSE FROM WILL BE MOST BENEFICIAL TO ME SO THAT I CAN ACCOMPLISH MY PROJECT AT ITS HIGHEST LEVEL. ALTHOUGH PLAYING WITH A MANNEQUIN DOESN’T GIVE ME MOVEMENT, I GET TO TEST OUT SHAPES, AND STYLES OF GARMENTS THAT I WOULDN’T NECESSARILY OF THROUGH TO DO ON A MODEL, AS I CAN MANIPULATE THE MANNEQUIN TO HOLD A CERTAIN SHAPE I DESIRE. I AM ALSO GOING TO HAVE. FURTHER TEST SHOOT TO PLAY AROUND WITH ANGLES AND DIFFERENT STYLES, AND THEN FURTHERING THIS WITH PHOTOSHOP AND LAYERING WILL ONLY HELP ME ENVISION MY END GOAL.

CITY O L VE

VEL OCIT Y

A croqui created by me, to reflect on all of my collected research.

VELOCITY VELOCITY VELOCITY VELOCITY VELOCITY VELOCITY VELOCITY

A croqui created by me, to reflect on all of my collected research.

VELOCITY

A croqui created by me, to reflect on all of my collected research.

AFTER MY INITAL MOODBOARDS ON MY STRATEGY, I WANTED TO EXPAND ON THEM AND CREATE MORE VISUAL ONES. THIS IS SO I CAN EXPAND CLEARLY ON MY PLAN FOR MY CAMPAIGN AND HAVE A CLEAR VISION.

MOODBOARDS

a collage created by me, to reflect on all of my collected research.

a collage created by me, to reflect on all of my collected research.

Y R U LU X

a collage created by me, to reflect on all of my collected research.

Fantasy

a collage created by me, to reflect on all of my collected research.

LOCATION LOCATION LOCATION

a collage created by me, to reflect on all of my collected research.

a collage created by me, to reflect on all of my collected research.

STRATERGY 3 ANOTHER AVENUE I AM EXPLORING IS THE IDEA OF COMBINING AI INTO MY PROJECT. TO FURTHER TEST THIS OUT I HAVE BEEN PLAYING AROUND WITH AN APP CALLED LALAMU STUDIO TO CREATE TALKING VIDEOS WITH THE HELP OF AI. THIS WOULD BE USED IN MY PROJECT TO PROMOTE MY CAMPAIGN. I REALLY ENJOYED THIS STYLE OF AI. ITS COMBINED WITH MY OWN IMAGERY, AND LAYERED WITH A SCRIPT I CREATED. THIS IS ANOTHER POTENTIAL FOR MY FINAL PROJECT AND HAVING THIS TO REFLECT ON PRIOR TO MY ACTUAL SHOOT IS EXTREMELY USEFUL. I WILL ATTACH THE VIDEOS TO MY LINKTREE SO THEY CAN BE VIEWED.

an ai video created by me, to reflect on all of my collected research.

an ai video created by me, to reflect on all of my collected research.

A croqui created by me, to reflect on all of my collected research.

QR CODES IVE BEEN EXPLORING CREATING PERSONALISED QR CODES. I THOUGHT THIS WOULD ADD AN EXTRA LEVEL OF

AUTHENTICITY AND PERSONALITY TO MY WORK, I REALLY

HAD FUN CREATING THESE AND BEING BALE TO REFER THEM TO MY CONCEPT FEELS VERY FITTING. THE QR CODES LEAD TO MY LINKTREE CREATED FOR THIS PROJECT AND

WHAT

I

AM

CONSIDERING

USING

AS

THE rt

HYPOTHETICAL WEBSITE FOR MY PROJECT. I WANT TO CRETE MY CAMPAIGN TO THE HIGHEST LEVEL OF WHAT I AM REALLY TRYING TO GET ACROSS SO THAT ITS FULL AFFECT IS CONVEYED. TO CREATE THESE QR CODE I USED THE APP QA , PLAYING AROUND WITH ALL THESE NEW APPS IS REALLY HELPING ME TO EXPAND ON MY SKILLS AND EXPLORE AI EVEN MORE AND HOW BENEFICIAL IT CAN BE FOR FASHION AND MARKETING.

WHY?

WHY I THINK THIS IS BENEFICIAL AND SOMETHING THST ACTUALLY MEANS A LOT TO ME IS THE SUSTAINABILITY SIDE. THE FASHION INDUSTRY IS ONE OF THE MOST POLLUTING INDUSTRIES IN THE WOLRD, SO WE NEED TO FIND A WAY TO COMBAT THIS. WHEN I WAS CARRYING OUT MY RESEARCH OF SOME OTHER FASHION BRANDS STARTING TO INCORPORATE AI TO THEIR WORK I FOUND THIS FROM THE LONDON BASED BRAND SHEEP INC, ‘ACCORDING TO SHEEP INC.’S OTHER CO- FOUNDER, MICHAEL WESLEY, SINCE AI ELIMINATES THE NEED FOR CARBON-INTENSIVE FLIGHTS AND REDUCES WASTE, SUCH AS SETS THAT GET DISCARDED AFTER USE AND THE MULTIPLE SAMPLES THE BRAND HAS TO PRODUCE FOR SHOOTS AND CAN’T SELL AFTERWARDS.’ MORE FASHION BRANDS ARE LOOKING FOR ALTERNATIVES TO THESE COSTLY SHOOTS AND TRYING TO MINIMISE THEIR CARBON FOOTPRINT. FROM MY RESEARCH IN COMPONENT 1, I REALISED THIS IS SOMETHING I FEEL STRONGLY FOR IN MY OWN BRAND, AND IS SOMETHING I WANT TO CARRY THROUGH MY WORK.

an ai video created by me, to reflect on all of my collected research.

an ai video created by me, to reflect on all of my collected research.

an ai video created by me, to reflect on all of my collected research.

ai images curated by me, to reflect on all of my collected research.

ai images curated by me, to reflect on all of my collected research.

ai images curated by me, to reflect on all of my collected research.

TAKING THIS TIME IN MY STRATEGY TO FULLY DEVELOP AND CREATE CROQUI’S AND CREATING EDITS WITH AI, HAS BEEN INCREDIBLY INSIGHTFUL THROUGH THIS STRATEGY PROCESS. USING A COMBINATION OF CROQUI-ING AND AI, I FEEL I AM REALLY COVERING ALL BASES OF WHAT I COULD USE AS MY POTENTIAL CAMPAIGN IMAGES. HAVING THIS IDEA OF USING THE CITY AND A GIANT MODEL TO PLAY ON PROPORTIONS, IS BROUGHT IN BY MY TIM WALKER INSPIRATION. THROUGHOUT THE PAST TWO COMPONENTS, I HAVE REALISED I AM DRAWN TO HIS DREAMY STYLE. HOWEVER I AM CHANNELING MY OW INSPIRATION MAJORLY AND I AM REALLY PLEASED WTH THE OUTCOMES OF MY CROQUI’S. HOWEVER I THINK THE DOWNSIDE TO USING AI IS YOU DONT HAVE FULL CONTROL OVER THE OUTCOME AND IT CAN BE DIFFICULT NAVIGATING, IT DEFINITELY TAKES PRACTICE WHICH IS WHY I AM GLAD TO HAVE THIS TIME TO TRIAL BEFORE I GET TO REAL PHOTOSHOOT TIME. I DEFINITELY WANT TO CREATE. A TIMELINE PLAN OF THE SECOND PART AND COUNTDOWN TO FINAL HAND IN. THE MAJORITY OF THE EDITS AND CROQUI’S ARE FOCUSED IN PARIS AS I AM GOING THERE, I FELE I CAN GET THE MOST PRIMARY IMAGES FROM THERE TO USE IN MY IMAGES.

EDITS

HOW?

COMBINING LUXURY AND DIGITAL AND WHY ITS NECESSARY

THE GAP IN THE MARKET THAT I FOUND IS THERE ISN’T REALLY A DIGITAL SPACE FOR LUXURY FASHION, WHICH I THINK IS MISSING OUT ON A WHOLE DIFFERENT CONSUMER. MY IDEA IS TO CREATE A SPACE THAT COMBINES BOTH TO CREATE A NEW ESCAPE FOR GEN Z TO GO AND GET THE LATEST FASHION NEWS AND MEDIA FROM. IT’S AN EXCLUSIVE WAY FOR MORE PEOPLE TO GET A LOOK INTO THE LUXURY SIDE OF FASHION - HAVING ACCESS TO ATTENDING VIRTUAL FASHION WEEK + MORE. HOW I WANT TO PRESENT THE ‘WORLD’ I’M PRESENTING THROUGH MY RESEARCH IN COMPONENT 2 I HAVE TAKEN A LOT OF INSPIRATION FROM TIM WALKER AND HIS FANTASY STYLE. THROUGH MY SHOOT AND POST EDITING I PLAN ON MAKING AN INVITING WORLD FOR GEN Z TO MARKET AND PRESENT MY CAMPAIGN I AM LOOKING AT USING LINKTREE TO BEST REPRESENT MY IDEA. TO CREATE A WEBSITE LOOKING LAYOUT IN ORDER TO CREATE THE ESSENCE OF MY PROJECT. IN ORDER TO TEST THIS, I WILL BE PLAYING AROUND WITH PRESENTATION OF MY WORK AND DIFFERENT WEBSITE DESIGNS. I BELIEVE LINKTREE WILL BE THE STRONGEST WAY TO GET THE CLOSEST TO MY IDEA AS POSSIBLE, AS IT IS A LESS COMPLICATED WAY FOR ME TO BIULD A ‘WEBSITE’ DESIGN. I AM RESTING THIS PROCESS OUT SO IT CAN BE TRIALLED BEFORE I GET TO THE SET DATE TO BE FINISHED.

I WILL BE USING INSTAGRAM AND TIK TOK TO PROMOTE MY CAMPAIGN, I FEEL IT IS THE MOST FITTING FOR THE CONSUMER MARKET I AM TARGETING AND THE MARKET LEVEL I AM WORKING AT. THE INSTAGRAM REELS AND GRID IS A GREAT WAY TO GAIN TRACTION ON THIS CAMPAIGN AND GENERATE INTEREST. BY ALSO USING TIK TOK, I AM GAINING THAT RAPID SHARING QUALITY THAT IS SO BENEFICIAL ABOUT TIK TOK. USING THESE TWO PLATFORMS SEESM THE MOST SUSTAINABLE FOR ME AND THIS PROJECT. HERE ARE SOME MOCK UPS I HAVE CREATED TO REPRESENT WHAT IT WOULD LOOK LIKE.

COACH X AI LATEST NEWS

EVERYTHING FASHION WEEKS

LATEST SAINT LAURENT NEWS

A croqui created by me, to reflect on all of my collected research.

LONDON FASHION WEEK VIRTUAL SHOWING

PARIS FASHION WEEK VIRTUAL SHOWING

NEW YORK FASHION WEEK VIRTUAL SHOWING

A croqui created by me, to reflect on all of my collected research.

I CREATED THIS WEBSITE TO DISPLAY MY CAMPAIGN VIDEOS, I THOUGHT IT WAS A CREATIVE WAY TO DISPLAY MY WORK. HOWEVER I ALSO THINK ITS ANOTHER WAY TO EXPAND MY SKILLS THROUGH THIS COMPONENT. I HAVE ATTACHED THE LINKS TO MY LINKTREE, IN ORDER TO HAVE THEM EASILY ACCESSIBLE.

https://linktr.ee/tessahalliwell THESE ARE MOVING PARTS ON MY WEBSITE THAT I CREATED TO SHOW SEMI WHAT THE LAYOUT WOULD LOOK LIKE, I REALLY ENJOYED DOING THIS AS ITS ALLOWED ME TO BUILD AND DEVELOP MY SKILLS. ALTHOUGH THE WEBSITE IS NOT INTERACTIVE, IT IS A BETTER REPRESENTATION OF HOW I WANT MY PROJECT TO BE. I ALSO LIKE HAVING ANOTHER LEVEL TO THIS PROJECT AS I FEEL IT ADDS DEPTH TO MY CONCEPT AND REALLY HELPS ME TO BACK UP MY RESEARCH AND WORKINGS.

7th May Back in.

22nd to 4th June post edit.

8th to 21st May photoshoots.

6th to 13th June organise comms stuff.

5th to 12th June evaluate all work.

24th to 1st July marketing for launch.

14th to 21st June collect and organise film.

17th to 23rd July organise all work.

2nd to 16th July finish and evaluate FMP.

25th to 26th July prep for launch night.

23rd to 24th July save all work for upload.

26th july final hand in + launch night.

MY NEXTS STEPS AFTER THIS STRATEGY PROCESS IS TO EXECUTE MY CAMPAIGN AND POLISH MY FINAL WORK. HAVING THIS STRATEGY LEADING INTO THE FINAL PROCESS HAS DEFINITELY HELPED MY TIE MANAGEMENT AND ORGANISATIONAL SKILLS. BEING ABLE TO BUILD UPON THESE PRIOR TO THE PHOTOSHOOT DAY, IS EXTREMELY IMPORTANT TO HAVE A SUCCESSFUL CAMPAIGN. ALSO CREATING A TIMELINE FOR MYSELF TO BASE MY WORK SCHEDULE OFF, IS EXTREMELY IMPORTANT AS IT KEEPS ME ACCOUNTABLE OF WHERE I NEED TO BE AND CAN STAY AHEAD OF MY WORK. THROUGHOUT THIS STRATEGY PROCESS I HAVE REFERRED BACK TO MY TWO PREVIOUS COMPONENTS AND CONTINUOUSLY MADE SURE MY WORK HAS NATURALLY CORRELATED. I THINK I AM QUITE LUCKY TO OF FOUND MY GAP IN THE MARKET AND I THINK THAT IS DOWN TO ME BEING COMPLETELY OPEN WITH MYSELF IN THE FIRST COMPONENT QUESTIONS. I WILL BE DOCUMENTING MY WHOLE PROCESS LEADING UP TO THE FINAL HAND IN AND TAKING THIS TIME TO OUTLINE THIS PLAN HAS HELPED ME MASSIVELY.

NEXT STEPS

THANK YOU FOR READING.