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Fashion Forecasting and Fashion Brand Development

Lecture

• • •

What is a brand? How a brand communicates. Examples Discussion Brand Dimensions theory, and putting it into practice Seminar

About this unit and going through the UHB Understanding what the project brief is all about Questions and discussion


Fashion Forecasting and Fashion Brand Development

What is a Product? What is a Brand? What are the differences between a ‘product’ and a ‘brand’?


Fashion Forecasting and Fashion Brand Development


Fashion Forecasting and Fashion Brand Development Definition of fashion Brand

Symbols Communication/Messages Brand message


Fashion Forecasting and Fashion Brand Development

Burberry: “Art of the trench” Campaign

How is the brand using the media to communicate?

The company describe the site ‘Art of the Trench’ as a living document of the trench coat and the people that wear it.

Inspired by its core product, Burberry created its own community Launched in November 2009 and has since had over 7 million visits, and has a large face book following.

http://uk.burberry.com/store/content/experience/springsummer2011/index.jsp Art of the trench Source: Digital Planner, Isabelle Quelly


Fashion Forecasting and Fashion Brand Development Brand messages Exclusivity? Discuss if this campaign offers exclusivity? Why the campaign works

•The Sartorialist •The acknowledgement

•Connected Contents •Fuelled by love

•They embraced it.


Fashion Forecasting and Fashion Brand Development

Brand Dimensions

So what is Burberry all about? Identity Personality Values Relationships with consumers A bit of theory … ‘Burnett Model of Brand Dimensions’


Fashion Forecasting and Fashion Brand Development

Leo Burnett- Brand Dimensions Personality/ Image

Functions What is it? What is it for? What does it do?

How do people feel About it? Do the yLike/respect it? User imagery

Essences

How is it better? How is it different?

Differences

What does the company stand for what are its aims?

Source


Cult of the product History based and story based approaches to Luxury. French approach to Luxury

History

Stories American approach

Merchandising in stores at point of sale Fashion Marketing Analysis


Fashion Forecasting and Fashion Brand Development

Assignment Brief

Seminar Discussion •Small

groups •Feedback to class Afterwards … about this unit


Fashion Forecasting and Fashion Brand Development


presentation