ARTIO research file

BRAND

CREATION AND DEVELOPMENT

PERSONAL SET BRIEF

INITIALIDEAS

Natureclothingline/createabrand?

Thinkofnaturalmovement,textures,colours,shapes

Design3garments,useProcreatetodraw,photoshoptomockup

Showtheprocessofrunwaytoin-store Shootthedesignsorsimilaraestheticdesignsinthestudio

Thinkofmarketingtactics-Whatshopswouldusemydesign?Howwouldmy brandmarketitsitems?

Createastorewindow

Writeanarticleonthecollection

FINALBRIEF

Create a high-end fashion line influenced by biomimicry. Focus on marketing approaches and demonstrate the processes required to keep the brand clear and relevant.

Consider building an app, a website, and a catalogue. Send press releases to the media introducing my brand.

Consider contemporary technology, such as AI, and how it could assist my brand.

LOGO CREATION

Shortened brainstorm name list -

Whenua ( sadly can’t be used as it’s already a brand ) - means earth in New Zealand - a place known for its nature

Rooted (Rooted Ocean is already a brand )

Earthy Folk ( not high fashion enough )

Anu and Dana - Irish goddesses of nature ( I have an Irish background so it’s personal to me ) - have sadly been taken

Artio - goddess of wilderness – ‘Artio protects wild animals and the natural world, bestowing the abundance of nature on us, her human children.’

IfoundthedesignIwantedformylogoquickly Iloved the idea of incorporating a wildflower amongst the logo to go with the ethos and meaning of the brand and name I preferred the logo with both black and greenasIfinditmoreeye-catching

Aa r t i o .

WHAT CONSUMERS WANT

ETHICALLY MADE

VALUE FOR MONEY INCLUSIVITY

COMFORT RELIABILITY

CONVINIENCE

VERSATILE

PERSONAL EXPRESSION

STYLE

LOYALTY

WHY?

BRAND POSITIONING

INDIVIDUALITY

SUSTAINABILITY

VERSATILE

STYLE

ETHICALLY MADE

TRANSPARENCY

WHAT MY BRAND DOES BEST

STYLE

SUSTAINABILITY REUPTATION LOYALTY

VERSATILE

QUALITY ACCESSIBILITY

WIDE AUDIENCE

WHAT MY COMPETITORS DO BEST

Iwantedtomixavarietyofcreativeskillstoexperimentwithmyabilitieswhile also designing a brand that would remind people of the world's beauty. This collectionwillnotonlyphysicallyeliminateplasticsandtoxicelementsbutalso return to the origins and inspiration of clothing made entirely of natural materials. Each item will be completely inspired by nature and the world's wonders Itwillalsobringcreativitybackfromminimalfashiontrends

S.W.O.T

Strengths- Acollectionwhichcaninheritauthenticityandconnectionwith consumers.Canpromotesustainablepracticeandcreatebothvisually attractiveandmeaningfuldesigns.

Weaknesses-Otherbrandshavemorequalifiedandexperienceddesigners, andfairlysimilarinspirationhasbeentakenbyotherdesigners

Opportunities-Developauniquebrandidentity,differentiationwithinthe currentfashionmarket,andconnectiontoconsumers

Threat-Canbedifficulttoensureeverypartoftheprocessisethicaland sustainable,naturebrandsaregaininginpopularitysothemarketcan becomecompetitive.

TARGET AUDIENCE

AGE20-45

Willing to spend more money on high-end clothes.

CUSTOMER PROFILE

Drawn to aesthetics and quality rather than price.

Keenonsustainability

GENDER

Currently, my brand focuses on creating designs which are typically seen as womenswear. This is because I have more knowledge of women’s fashionandtrends,andIfeelIcanfitthedesired needs of females When my brand expands and gainspopularity,menswearwillcomeintoplay.

Name-SarahMyers

Age-26

Occupation-SalesManager

Hobbies-Reading,painting,charityshop volunteer,shopping

Interests-Fashion,Biology,Cooking, Sustainability

WHY shebuysfrommybrand-ARTIOis aluxurybrandwithgreatmoralsand innovativefashionstyles Itisboth trendyandfullysustainableand remindspeopleofthenaturalbeautyof theworld.Sarahisenticedbythe upcomingbrands’beautyandhopesto onedayworkforthem

ETHOS

At ARTIO, we support style that goes beyond trends, and benefits the environment and individuals alike. We want to reinvent the norms of high fashion by fusing ethical methods with intriguing designs inspired by biomimicry, all while remaining true to our dedication to sustainability. We believe that transparency is the foundation of trust and work to provide our customers with full visibility into our supply chain, from sourcing raw materials to the final product you see on our site By being open in communication and accountability, we strive to empower our community to make good choices and join us on our journey towards a more sustainable future

ETHOS TO BE WRITTEN ON THE BRAND’S WEBSITE FOR ALL TO READ.

PESTLE

Political: Government regulations: ARTIO complies with sustainability-related requirements in the fashion industry, including limitations on the use of environmentally dangerous substances or chemicals. The company does not engage in greenwashing.

Economic: Consumer buying: ARTIO caters to a certain group of customers who value sustainability and are prepared to spend more money for better, ethically made clothing. Social: Cultural trends: Through its advertising campaigns and brand message, ARTIO raises consumer awareness of environmental issues and responds to the growing demand for sustainable fashion Consumer lifestyles: ARTIO offers luxurious fashion items that are both fashionable and sustainable, in line with the values and lifestyles of its customers, including those who are interested in staying current with trends and those who are mindful of the environment

Technological: Innovation: ARTIO works with scientists and designers to create innovative materials that draw inspiration from biomimicry and technology, resulting in fashionable designs that have a minimum environmental impact. Marketing: To reach a global audience of stylish, environmentally conscious consumers and highlight its sustainable fashion lines, ARTIO uses cutting-edge digital marketing techniques and social media platforms

Legal: Copyright: ARTIO uses trademarks and copyrights to safeguard its distinctive designs and devoted brand identity, guaranteeing that its fashion concepts inspired by biomimicry will always be original to the brand. Environmental laws and regulations: ARTIO demonstrates its genuine dedication to reducing its ecological impact and benefiting the environment by adhering to environmental laws and regulations related to sustainable fashion practices

Environmental: Sustainable manufacturing and sourcing: ARTIO aims to minimise its environmental impact by using materials that are sustainably sourced, organic, and recycled in its fashion designs

CONSUMER RESEARCH SURVEY

Icompiledasurveywhichwassenttomyintendedtargetmarketasking avarietyofquestionswhichwouldhelpmewithwhichdirectiontogo withmyproject.

Herebyaresomeexamplesofthequestionsandresponses::

Resultsshowthatfor mytargetaudience: sustainabilityis importantwhen buyinghigh-end clothing. Consumersare morelikelyto spendmore moneyonclothes thatarebetterfor theenvironment Instagramand Tiktokarethemost popularmediafor peopletofind brands

Atmosphereand ambienceofstores areimportant Packagingisless importantbutstill worthmakinglook andfeelgood Celebcollabs aren’timportant Uniqueness, comfortand qualityareall important Timelessand versatile Amixtureofviews/ interestofrunway shows.

BIOMIMICRY

Biomimicryisaboutappreciatingnatureforwhatwecanlearnrather thantakingfromit. Itteachespeopleaboutthemselvesaswellastheirrelationshiptothe environment.Itistheideaofunderstandinghowlifeworksanddesigning thingsthatcontinuouslysupportandgeneratefavourableconditionsfor life.Incorporatingbiologicalstrategiesintodesigncanleadtomore sustainableinnovation.Itchangesthelensthatweusetoviewtheworld.

WHATDOESTHISMEANFORMY BRAND?

Creatingdesignswithdirectlinkstonaturewilllinkconsumerswitheach otherandtheplanet.Thiswillhelpconsumersappreciatethewondersof thenaturalworld.Previousbiomimicryresearchwillhelpmeunderstand whichfabricswillworkperfectlyformycollection.Anexampleofhow biomimicryisusedwithinfashiondesignisthecreationofbioengineered silk,whichwasinspiredbyscientiststhroughthestructureofspidersilk.

DESIGN STUDENT ADVICE

I SENT A HANDFUL OF QUESTIONS TO MULTIPLE DESIGN STUDENTS FROM LEEDS ARTS, LEEDS BECKETT AND THE UNIVERSITY OF LEEDS TO GATHER A BETTER UNDERSTANDING OF HOW TO APPROACH DESIGNING A COLLECTION

MYQ’S

Howdoyouconductresearchorgatherinspirationforyourdesigns? Whataretheessentialstepswhendesigningandsketchinggarments foracollection?

Howdoyouensurethatyourdesignsarebothaestheticallypleasing andfunctionalfortheintendedaudience?

Whataresomecommonchallengesthatariseduringthecreationof afashioncollectionorgarment,andhowdoyouovercomethem? Howdoyoustayupdatedwiththelatestfashiontrendsandindustry changes?

Canyouprovideanytipsforeffectivelypresentingandshowcasinga fashioncollectionordesigntopotentialbuyers?

KEY ADVICE RECEIVED

pickthemecouldbeadesignerorstyle findpreviouscollectionsdonebydesignerswhicharesimilar collectphotosoffabrics,colours,andsilhouettesoftheirwork onceanalysed,createakeyboardwhichincludescolourboardfabrics inspiredbythedesignerbutyourownchoices-thiswillbeforyourown collection

sketchinitialideas

AdobeIllustratorforflatsketches includedetailslikestitchlines,fasteningsetc

UsePhotoshoptomockup questionnairesforgroupsintendedtobedesignedfor lookattheVoguerunway,keepupwithtrends socialmediaeg TikTokbesttoolforkeepingupwithopinions smallwritingtoexplainideasbutdon’toverwhelmthereader involvecustomersthroughpollsetcthroughTHEdesignprocess

BRAND COMPETITORS

DESIGNERINSPIRATION:

StellaMcCartney-Ahigh-endbrandthathasneverusedrealleatherorfur.They workwithabiotechbrandthatcreatesnext-generationfabricsfromnatural ingredients.Renownedfortheircollectionusingmushroomleather(Mylo)

AlexanderMcQueen-Constantlyusesnatureasaninspirationfortheirdesigns. Createsamultitudeoffashion-forwarddesignswhichincorporatenaturalfabrics. Hasheldmultiplerunwaylookswhichinvolvenatureandnaturalfabrics,anexample beingaflowerdressmadewithbothfreshandsilkblossom.

Price - generally falls in the luxury price bracket

Accessibility - both online and walk-in stores

Brand initiativesstrong bond with sustainability and ethical practices, vegetarian

Age - appeals to a large range of age groups

Price - Generally falls in the luxury price bracket

Accessibility - Both online and walk-in stores

Brand initiativesStrong bond with sustainability and collaborates with organisations to support environmental causes

Age -Targets mature and sophisticated age groups although sometimes attracts younger generations

Price - Generally luxury products, but the price can massively vary.

Accessibility - both online and walk-in stores

Brand initiativesFocus on sustainability and social responsibility

Implement sustainable practices in their supply chain

Age - Attracts a more mature audience who can afford their pieces

Price - Can range but generally found on the higher price spectrum.

Accessibility - both online and walk-in stores

Brand initiativesPromotes

sustainability and social responsibility, supports local communities and ecofriendly practices

Age - appeals typically to an age group of 20-40

AVANTGARDE FASHION AND ITS HISTORY

Popular Avant-Garde designers; Elsa Schiaparelli Issey Miyake Yohji Yamamoto Alexander McQueen Iris van Herpen

Beforecreatingahigh-fashionbrandandanartisticrunway,Iwantto researchthehistorybehindavant-gardefashionanditsimportanceinthe fashionindustry.

WHATISAVANT-GARDEFASHION?

Avant-gardedesignsaredistinctlybold, experimental,andfrequently unconventional.It'sastylethatisalways evolvingandpushingboundariesandis frequentlyinterpretedasakindofselfexpression Theterm'avant-garde'comes fromtheFrenchfor'advanceguard'and referstothoseattheforefrontoffashion innovation.Althoughthereisn'tasingle definingaestheticforavant-garde fashion,somecommonqualities frequentlyshowinavant-gardeoutfits, suchasunconventionalsilhouettesand strikingdetails

HISTORY?

Avant-gardefashionemergedalongside artisticmovementssuchasart,literature andmusicintheearly20thcentury,with artistsanddesignersexperimentingwith unconventionalshapesandnewformsof expression.Avant-gardefashion continuedtoevolve,specificallyinthe60s and70s.Throughoutitshistory,avantgardefashionhasbeencharacterisedby innovation,experimentation,anda willingnesstochallengethestatusquo, makingitanessentialcomponentofthe broaderfashionlandscape.

THE PROCESS

FROMRUNWAYTOSTORE

THERIPPLEEFFECT

TheRippleEffectreferstothespreadand influenceofatrendorstyle.Itsuggests thatafashiontrendcanhaveabroader impact,inspiringandinfluencingvarious aspectsoftheindustryandconsumer behaviour.Whenatrendorstyle becomespopular,itcausesaripple effect,influencingnotonlyclothesdesign andproductionbutalsootheraspectsof thefashionecosystem.Thisincludeshow fashionispromoted,consumer behaviour,merchantstrategy,andeven theoverallculturalandsocietal standardssurroundingfashion.Asa fashiontrendgainspopularity,theremay beanincreaseindemandforrelated productsandaccessories.This,inturn, canaffectdesigners,manufacturers,and retailers'decisionstomakeandcarry trend-appropriatethings.

TRICKLE DOWN THEORY

THORSTEIN VEBLEN

Theprocessbywhichhigh-endfashion runwaytrendsanddesignsfindtheirway tomoreaffordablelocationsandmassmarketfashion.Fashiontrendsbeginat thetopwithhigh-enddesignersand then"trickledown"tolower-costlabels andoutlets.Duringthisphase,high-end designerspresenttheircollectionson fashionrunways,layingthegroundwork forfuturetrends.Thesedesignsarethen interpretedandadaptedbymore accessiblecompaniesandstores, resultinginmoreaffordablereplicasof theoriginalconcepts.Asthetrends continuetoacquirepopularityand exposure,theyeventuallyreachawider audienceandbecomemore mainstream.

TREND FORECASTING

“Scienceandnatureuniteinour forecastedtrendstoriesandthe importanceofmodulardesign,unreal natureandtime-wornfinishespropel usintothenewseason.”-TRENDSUITE

“In2025,forward-thinkingbusinesses willharnessbothnaturalandsynthetic resources,usinglab-grownprocesses tocreatealternativematerialstreams orreviveendangeredones.”-WGSN

“Inthefashionforecastfor2025, theprevailingtrendisdeep green,drivenbyaheightened globalawarenessof environmentalissuesandthe widespreadimpactofpollution. Thiseco-consciouschoice servesasasymboliceffortto combatairpollutionand promoteasustainable approachtofashion.”-MEDIUM

INITIAL SKETCHESRUNWAY

SHEERFABRIC, WATERFALLEFFECT, PATTERNTIGHTS TREND, WATER EFFECT BIOLUMINESCENCE

STAPLELEATHERJACKET KELP/LAMINARIA DIGITATALEATHER LONGTASSELS, COWBOYESC COWBOYSWERE SKILLEDINNAVIGATING ANDLIVINGOFFTHE LAND,SHOWCASINGA DEEPUNDERSTANDING ANDAPPRECIATIONFOR NATURE.

SHEERFABRIC TRENDMAXI DRESSVEINS/ BRANCHES PATTERNGREEN LEAFNECKPIECE ,STATEMENT MOTHER NATURE INSPIRED

BALLERINASKIRT TRENDMINI SKIRTTREND INTRICATE DETAILINGINSIDEOF MUSHROOM MUSHROOM

LEATHER?FRILLS TREND

Chloéwinter24runwayshow, Thu,Feb29,2024,9:30AM

FASHION RUNWAY ANALYSIS

LinkedInisagreatwaytofindaccesstowatchingliverunwayshows.This particularChloéshowstoodouttome.Fromitschoiceofmusic,the shapeoftherunwayandtheclothesworn.

Thingstonote;Musicplayed,slow,sombre-artistssuchasNikoand Portishead.Clothingsimilartomydesignsinthewaytheymovedwhen walking,tassels,sheergarments,frills,andsilhouettes.Thefastpace showsanicegapbetweenmodels,alwayssomethingtolookat.The fashionshowbeinglive-streamedmeansawideraudience.

VIRTUAL FASHION SHOW?

Virtualfashionshowpros;easy accessibility-canbeviewed anywhere.innovation-usescuttingedgetechnologies,isimmersivefor viewersandalsomeansdesigners canexperimentwithcreative concepts.globalreach-canreach amuchwideraudience.costeffective-alocation,lightingetc. isn’tneededsowillcostlessthanan in-personfashionshow.Betterfor smallerbrandswhodon'thave muchmoney.sustainability-can endupbeingmoresustainableas travel,wasteetciscompletely limited

In-personfashionshowpros;physical interactions-Notonlyaregroupsofpeopleall comingtogether,butitemsofclothingcan alsobetouchedandabetterunderstanding canbegainedofthecraftsmanship. atmosphere-auniqueatmosphereiscreated witheventsthatwouldbehardtoreplicate virtually.networking-thechancetomeet peopleandbuildrelationshipswithvital peopleintheindustry.brandexperience-can physicalelementsandconveytheirbrand identity,values,andaestheticinawaythatis difficulttoachieveinavirtualenvironment. editorialcoverage-inpersonalshowsallows journalistsandphotographerstocapturethe atmosphere

MYBRANDSTANDSFORSUSTAINABILITYANDINNOVATION,WHICHCOMESHANDIN HANDWITHAVIRTUALFASHIONSHOW-HOWEVER,IDON’TFEELTHATTHEHIGH-TECH, UNSOCIABLEINTERACTIONSFULLYFITWITHMYBRAND’SVALUES.IWANTMY RUNWAYSTOFEELNATURALANDNOSTALGICANDFORPEOPLETOINTERACTAND ENJOYTHEEXPERIENCEWHILSTBEINGPRESENTINTHEMOMENT.

FROM RUNWAY TO STORE

ARTIO UNFURLED

FLOATING WATERFALL TROUSERS

STYLETOP.

SHEERRIPPLE BLOUSE WILLOW WOODLAND SKIRT

PORCINI CAPMINI

SKIRT

INDOOR OR OUTDOOR RUNWAY?

OUTDOOR

Pros-

Goeswellwiththenature theme

Rememberable

Haveabiggerspacetobe creative aestheticallypleasing. ConsTheweatherneedstobe perfect

Mostlikelyhavetobe abroad(couldan upcomingbrandaffordit? lightingneedstobeperfect

FEEDBACKFROMPEERS:

KEWGARDENSINLONDON/EDENPROJECT WOULDBETHEPERFECTMIXOFBOTH. INDOORSCOULDLACKTHEASPECTOF FLOWINGCLOTHES(HELPFROMTHEWIND WOULDBEUSEFUL).

OUTDOORSWOULDHAVEANEARTHYSCENT. PREFEROUTSIDEBUTWEATHER-DEPENDENT. COULDDOITINABIG GREENHOUSE/NURSERY/FLOWERFARM/EDEN PROJECT/ZOOETC

THEINDOORMOCK-UPISMYFAVOURITE CURATION,AGLASSVENUEWOULDBENEFIT BOTHINSUNNYWEATHERASWELLASRAINY -CREATINGANAUTHENTICFLORA/FAUNA AMBIENCETHATWOULDCOMPLIMENTTHE SUSTAINABLENATURALCLOTHINGLINE.

INDOOR

ProsCanperfectthelighting Doesn’thavetobe weatherdependent CanstayinEngland Maybecheaper

Cons-

Itisnotasfun Doesn’tlookasaesthetic Needtoensureitlooks andfitswiththebrands’ ethosandstyle( sustainability) Notasmuchcreative freedom.

PACKAGING

Research of high-end brands, specifically those of my brands’ competitors, shows that minimalistic yet easily recognisable packaging is the most loved by consumers. I wanted to ensure that my logo was clearly visible and distinctive. I played around with textures, colours, fabrics and extra detailing such as the willow tree leaf, which is meaningful to me, addingapersonaltouch.Iamsatisfied with the way that this packaging has turnedout.

PEER FEEDBACK ON PACKAGING-

THE OVERALL SUSTAINABLE/ECOFRIENDLYAESTHETICISREALLYEASY ON THE EYES AND MAKES THE PACKAGINGSEEMHIGHINQUALITY AND SOMETHING WORTH KEEPING. MYFAVOURITEISTHEFARRIGHTASI WOULDACTUALLYKEEPIT.

I M A G E S W I T H A R T I C L E / V I S U A L E S S A Y I N S P O P I C S W E B S I T E I M A G E I N S P O P I C S

PHOTOGRAPHY

Iwantedallofmyphotographstobeoutsideandinnaturesinceitseemed fittingformybrand. IscheduledmyshootfortheEasterholidaysbecauseIamfortunatethatIlive inanamazingareawithstunningscenery

Unfortunately,theweatherwasunreliableandchangedrepeatedlyoverthe scheduleddays,resultinginonlytwodaysofshooting Iampleasedwithmy finalshots,albeitinretrospectIwishIhadshotmorewithavarietyofmodels andoutfits.Ibelievetheimagesencompassmybrand'sidentity.

Allimagesweretakenwithnaturallightingonadigitalcamera.They wereeacheditedusingColourtoneandSnapseed(apps) Styling,artdirection,photographyandeditingarealldonebyme.

IaskedChatGBTtosendmequestions asthoughitwasMossMagazine interviewingARTIO.Thisenabledmeto putmyselfintheshoesoftheARTIO teamandthinkofgenuineanswersto thequestions.

SOCIAL MED STRATEGY

WHAT CAN WE DO?

Postfrequently

BTSimagesandvideos

Inspirationalandcreativevisuals

Naturefacts,infoonhowtobuilda sustainablewardrobe

ChallengesandgiveawaysStories

Reels

Shoppingtagsonimages

UtiliseInstagraminsightstokeep awareofsuccessfulposts

SendPRtoinfluencerstorepost

Partnerwithenvironmental organisations

Showcaseeco-friendlymaterial sourcing

showBTSoftheprocesses

Repoststoriesandshowsupport forlocalindependenteco-fashion businesses’

ARfilterstoallowcustomersto“try on”clothing(reducingthe emissionswithanyreturns)

Instagramhas2billionmonthly activeusersandishugeforbrands IntheUK,recentreportsshowthat 555%ofwomen,andpeopleaged 25to34werethelargestuser groups.

Multiplesocialsneedtobemadeandregularly usedforARTIOtoreachitsfullpotentialin gainingawideraudienceandstaying relevant Theseinclude: TikTok Instagram LinkedIn Website App Itwillalsogiveconsumersachancetogetto knowthebrand’spersonalityandalsoallow forabetterconnection Latestreportsshow that

ARTIO APP

ARTIOUNFURLED

Theappwillhaveafeedcomparabletothat foundonitswebsite,displayingclothingfor browsingandpurchasing.Thosewhoturn onnotificationswillbeinformedwhenanew collectionisreleased Thismakesiteasier andmoreconvenientforuserstovisitthe ARTIOwebsitefromanywhere.

ARDRESSINGROOM

Anaugmentedrealitydressingroom thatallowscustomersto'tryon' garmentsbeforeorderingthem, resultinginfewerreturns(reducing carbonemissions)andallowing customerstodeterminewhetherthey willlikethepurchase

Informationandtransparencyabout whocreatedeachspecificitem purchased,aswellasfulldisclosureon thesourceofthefabric,andeachstage oftheprocess

INSTAGRAMPRODUCT SHOTS, STORY OF TIKTOK REEL

WEBSITE- VIDEO FROM RUNWAY SHOW

LINKEDINLIGHTHEARTED POST ON ETHICAL FASHION PRACTICES

TIKTOK- BTS VIDEO ON THE PROCESSES BEHIND THE MAKING OF CLOTHING

INSTAGRAMINSPIRATIONAL VISUALS, REPLY TO COMMENTS FROM THE PAST WEEK, INTERACTIVE POLL ON STORY

WEBSITE- PRODUCT SHOTS

LINKEDIN- POST ON RECENT RUNWAY SHOW

TIKTOK - CLIPS OF RUNWAY SHOW, INTERVIEWS WITH AUDIENCE/ATTENDEES .

INSTAGRAM- REEL FROM TIKTOK UPLOADED, SNEAK PEEK OF FUTURE COLLECTION IMAGES

LINKEDIN- TIPS ON HOW TO MAKE A SUCCESSFUL, SUSTAINABLE RUNWAY

TIKTOK- MORE INTERVIEWS/ CLOTHING CHECK VIDEOS FROM RUNWAY SHOWS, REPLY TO COMMENTS

INSTAGRAM- PRESS RELEASE INFO ON A PANEL TALK COLLABORATION, FUN PHOTOSHOOTS AND PRODUCT SHOTS.

LINKEDIN- PRESS RELEASE INFO ON PANEL TALK COLLABORATION.

WEBSITE - PRESS RELEASE INFO ON PANEL TALK COLLABORATION, INFO AND WHERE TO WATCH.

TIKTOKINTERVIEWS WITH SCIENTISTS/ DESIGNERS ON INNOVATIVE NEW MATERIALS

Tokeeptrackofmanysocialmedia platformsanddevelopments,brands mustuseacontentcalendar Thisis notonlymorestructured,butitalso allowsforbetterplanningand measurementofanalyticsforeach individualpost.

Anybrandcollaborations/eventscan bescheduledtoensuredeadlines aremetandannouncementsarenot overlooked.Anybrand collaborations/eventscanbe scheduledintoensureany deadlinesaremetandno announcementsareforgotten

INSTAGRAMPRODUCT SHOTS, NEW MATERIALS INFO, Q&A ON STORIES

LINKEDIN- HAPPY FRIDAY POST ON THINGS ARTIO ARE PROUD OF SO FAR.

WEBSITE - PRODUCT IMAGES

TIKTOK- SNEAK PEAK CLIPS OF NEW DESIGNS RELEASE VIDEO OF POP UP STORE, WHERE IT IS HELD AND WHAT IT WILL LOOK LIKE, EARLYBIRD TICKETS LINKED WITH VIDEO

INSTAGRAMPRODUCT SHOTS, INSTAGRAM HIGHLIGHTS FOR NEW COLLECTION

LINKEDIN- INFO ON POP-UP STORE, BTS IMAGES

WEBSITE - POP-UP STORE INFO AND IMAGES

TIKTOK - PRODUCT VIDEOS, CREATE HASHTAG ( UNFURL ME)

A

INSTAGRAM- NEW COLLECTION PRODUCT SHOTS ( SWIMWEAR COLLECTION), INFORMATION ON SUSTAINABLE SWIMWEAR

LINKEDIN- BTS IMAGES WITH INFO ON SUSTAINABLE SWIMWEAR

TIKTOK - SNEAK PREVIEW SHOTS OF THE NEW COLLECTION, TRENDING SOUND VIDEOS OF COLLECTION READY TO BUY

BRAND TRIP

Abrandtripisnotonlyenjoyableandimmersive,butitalsoestablishesconnectionsbetween brandsandinfluencers/consumers,aswellasprovidingopportunitiesforgrowthand exposure.ARTIOwillarrangeabrandtripforinfluencersandpotentialcustomerswhoshare itsvalues.Thosewhoattendwillbeaskedtosharetheirexperiencesonsocialmediaand blogs EachattendeewillalsoreceiveoneitemfromtheARTIOUNFURLEDcollection, complimentary.Theywillalsoreceiveacarepackagewithselectedgoods,aswellas activitiesandmealsthroughouttheirweekendstay

Location-WestLexhamRetreats,NorthNorfolk.Stay-TreehouseroomsAmenities-Outdoor pool,yogaclasses,meditation,massages,rowing,wildlakeswim,mindhealing,garden kitchen,firepits,sanctuarygardensand22acresoflandtoexplore.Date-September13th 2024

Specialist-@wildyogatreats

Emilie,afriendandabigARTIOsupporter,specialisesinyoga, meditation,wildswimming,andotheractivities Shefrequently hostsandattendsretreats,andhaspreviouslyheldoneinWest Lexham.ShewillbeassistingandteachingtheARTIOteamover thebrandweekendtrip.

Emilie GIFTING

ARTIOcarepackage

Eachguestwillreceivea‘carepackage’fromARTIOwhichwill include:ItineraryletterfortheweekendOnepieceofARTIO clothing(pickedoutbyguestprior)Organicshampoo, conditioner,handcreamMindfuljournalGingershot,freshfruit ARTIOtowelhandmadeloafer

Attendees

Influencers

Therewillbeadiversegroupofinfluencersofallages, backgrounds,andsocialplatforms. Someoftheinfluencersinvitedare:

AllyMackintosh

GeorginaForsyth-Read

ZoeHague

SophieHaboo

GeorgiaHarrison

HopeMarsh

CamillaThurlow

KazCro

CONTACTING INFLUENCERS

Brandsoftenreachoutto influencersthroughemailor

DM

Makeitpersonal

Outlinedetailsofthetrip(e.g. date,location,activities)

Highlightbenefitssuchas widerexposure,lotsoffun

Clearexpectationsand communication

BRANDTRIP

ITINERARY

Determinethepurposeof thebrandtrip

Planactivitiesthatalignwith thebrands’imageand message

Ensure‘downtime’is scheduledforpeopleto havetimeforthemselves

Beclearincommunication

Allowtimeifthingsdon’trun onschedule

PANELTALK/ COLLABORATION

AIwantedtocreateapaneltalktoexploretherelationshipbetween biomimicryandfashion,encouragingdiscussionaboutcreative,ecofriendlydesignideasandtheireffectsonthefashionindustry'sfuture, sustainability,andinnovation.

Instagramhighlights,storiesandpostspromotingthepanelbeforehand. InstagramlivestreamofthepanelInstagramclipspostedafterwards LinkedInpostbeforepromoting.LinkedInchattypostafterwards-what welearnt.LivestreamandvideoonthewebsiteTikTokclipsofpanelchat

HelenClarkson(CEOoftheclimategroup)AoifeMorrall(FounderofArtio)Taslima Akiter-FashionPhotographerandclimateactivistLiviaFirth(COfounderofecoage) MichelleTang(Founderofeco-fashionshow)DouniaWone-(Chiefsustainability andinclusionofficeratVestiaire)DucoBloemers(Founderofsustainableclothing company)RichardJamesMaccowan(Founderandbiofuturistatbiomimicrylab)

artio

ARTIO COLLABORATION

UNIVERSITYWORKSHOP

Designstudentswillbethefutureoffashionandsustainability;therefore, itiscriticaltomotivatetheyouthofthedesigncommunitytoconsidera creativeandsustainablefashioncareer.AnARTIOmemberwillattend fashiondesignseminarsandtalkabouttheARTIObrandandwhatit represents,emphasisingtheimportanceofsustainablefashionandthe beautyofnatureanditsprocesses aworkshopwillbeheldwhere designstudentswillparticipateinmini-quickdesignsessionsand createbiomimicry-inspireddesignsbasedonachosentheme.The ‘winner’willgetatwo-weekinternshipatARTIO.

FOOD/DRINKBRANDCOLLAB

Collaboratewithasustainablefoodordrinkcompany-Lookintoways torepurposefoodwasteoragriculturalbyproductsintosustainable fashionmaterialslikeplant-baseddyesorbiodegradablefabrics.This collaborationcouldresultinuniquefashiondesignsinspiredby nature'scolourstextures,andpatternswhileencouragingacircular economyperspective

ARCHITECTURE/DESIGN

Collaboratewithanarchitecturecompanythatshares ARTIO'sattitudetowardbiomimicryandsustainability. Investigatenewwaystomergenature-inspired componentsintofashionandarchitecturalprojects,such assustainablefashionexhibitsineco-friendlybuildingsor collaborationeventshighlightingtheconnectionbetween fashionandarchitecture.

THEINSPIRATION

BRAND CATALOGUE

High-endfashionbrandsoftenproducecataloguesaspartoftheir marketingandbrandingstrategies.Abrandcatalogueisan aestheticallypleasingyeteducationaldocumentusedtopresentthe company 'snewestcollections,products,andidentitytopotential customersandretailers.ARTIO’scataloguecanbeboughtasa subscriptionviathewebsite,instoresandalsoinsomemagazinestores. Itwillbe£2.50foroneor£3permonthviathewebsitesubscriptionwhere youcangainotherbonuses.

WHATTOINCLUDE:High-qualityimages, ensurethequalityand.makeofclothingare visible Productdetails/descriptions Informationabouttheinspirationforthe collectionInformationontheethosofthe brand(helpscreateemotionalconnections) Brandidentity,USPRetailerinformationwherecanpeoplepurchasetheclothing? Contactinformation

CGImarketingiscurrentlyprevalentonsocialmedia,particularlythroughTikTok,LinkedIn,and YouTubeads.Thesemarketingstrategiesareusuallyveryeffectivelydone,leavingconsumers questioningiftheyarereal-lifeornot.

CGI MARKETING

WhenIthinkaboutsuccessfulCGImarketing strategies,threebrandscometomind:Benefit, Maybelline,andJaquemus.Benefit:Topromote theircheekandliptint,theyplacedagigantic "Benetint"inthestreetsofLondon,creating giantbubblesandstainingthe street/umbrellasredastheybounced. Maybellinepromotesitsmascarabystickinga largeeyelashtothetube,followedbyagiant mascarathatwillbrushitwhenthetrain passesby.Jaquemusispromotingtheirnew handbagswithenormoushandbagsdriving aroundthestreetsofParis.

ARTIOCGIideas: Treeswearingclothing StatueofArtioGoddesswearing ARTIObrandclothing(onlyin Switzerland)

CGIfashionshow3Dbillboard WHYWOULDITBENEFITARTIO? IncreaseonlineengagementCreate memorablemarketingInnovative ideaswillsetthebrandapartfrom others

HOW TO WRITE A PRESS RELEASE

Apressreleaseisanofficialdocument releasedtothemediaandpressthatcontains informationandisusedtomakean announcement,provideinformation,ormakea statement.Theyareconsideredaprimary sourceofinformationbecausetheyaredirectly fromthebrandorindividual.

IntheinstanceofARTIO,pressreleasescould beusedtoannouncethelaunchofthebrand aswellasneweventsorshows.

Compellingheadline

Astrongleadparagraph

Keypointsofthepressrelease

Includeaquote/s

Contactinformation

Includedescriptionofthecompany ARTIOlogo

PITCH VIDEO SCRIPT

WHATTOINCLUDE

Fastpaceyetclear

Professionallanguage

Don’tgotoointodetailwith eachsmallprojectasIwon’t beabletofititinto1minute

Explainclearlywhatmy projectisandwhyitwas made

Don’tsoundmonotone

WELCOME TO ARTIO.

I DESIGNED AND DEVELOPED A BRAND BASED ON MY LIFELONG ADMIRATION OF NATURE'S BEAUTY, AND TO REMIND PEOPLE OF THE AMAZING QUALITIES PRESENT IN THE SHAPES AND TEXTURES OF OUR NATURAL ENVIRONMENT THIS PORTFOLIO SHOWCASES SEVERAL SMALL PROJECTS HIGHLIGHTING VARIOUS ELEMENTS MY BRAND WOULD PRODUCE ARTIO IS A HIGH-END BRAND WITH A TARGET DEMOGRAPHIC OF WOMEN AGED 20 TO 45

FIRST, I HAVE CREATED AN EXAMPLE OF A PRESS RELEASE FROM ARTIO THAT WILL BE DISTRIBUTED TO THE MEDIA, SHARING INFORMATION ABOUT THE BRAND AND WHAT CAN BE EXPECTED AND LOOKED FORWARD TO

WITH EACH NEW COLLECTION COMES A CATALOGUE, WHICH CAN BE PURCHASED THROUGH A SUBSCRIPTION OR FOUND IN STORES DISCOVER EXCLUSIVE DESIGN AND FORECASTING PICTURES, AS WELL AS SHOPPABLE FINAL PRODUCTS. BARCODES WILL ALSO BE SHOWN BESIDE EACH GARMENT FOR SIMPLE ACCESS FOR PURCHASING

ARTIO ALSO HAS A WEBSITE AND AN APP, WHICH WILL BE REGULARLY UPDATED WITH INTERESTING NEWS AND NEW COLLECTIONS THE APP INCLUDES A FUNCTION THAT ALLOWS SHOPPERS TO TRY ON CLOTHING USING AN AI CHANGING ROOM, WHICH REDUCES RETURNS EMISSIONS

ARTIO IS AN APPROACHABLE AND FRIENDLY COMPANY THAT WELCOMES PRESS INTERVIEWS AND EVEN HOSTS ITS OWN PANEL DISCUSSION TO ADDRESS IMPORTANT SUBJECTS

SOCIAL MEDIA IS A VITAL PLATFORM FOR SUCCESSFUL BRANDS TO KEEP TRACK OF POSTINGS, A WEEKLY CONTENT CALENDAR WILL BE DEVELOPED.

LINKEDIN WILL BE USED FOR FASHION SHOW LIVE STREAMS AND INFORMATIVE CONVERSATIONS, TIKTOK WILL FEATURE A VARIETY OF ENTERTAINING FASHIONABLE VIDEOS AS WELL AS INNOVATIVE CGI ADVERTISEMENTS, AS SHOWN HERE, AND INSTAGRAM WILL BE A PLACE OF INTERACTIVITY AND INSPIRATION

ARTIO IS HUGE ON VISUAL MERCHANDISING AND STRIVES TO ALWAYS IMPRESS AND ENTICE SHOPPERS - FROM POP-UP SHOPS TO POSTERS AND WINDOW DISPLAYS, IT WILL BE MEMORABLE.

ARTIO WILL ARRANGE BRAND TRIPS FOR INFLUENCERS AND POTENTIAL CUSTOMERS WHO SHARE ITS VALUES THOSE WHO ATTEND WILL BE ASKED TO SHARE THEIR EXPERIENCES ON SOCIAL MEDIA AND BLOGS. EACH ATTENDEE WILL ALSO RECEIVE CARE PACKAGES AS A THANKYOU

FINALLY, ARTIO BELIVES THAT DESIGN STUDENTS WILL BE THE FUTURE OF FASHION AND SUSTAINABILITY, AND WILL ATTEND UNIVERSITYS WITH FUN WORKSHOPS TO HELP INSPIRE

REFLECTIVE JOURNAL

INITIAL IDEAS

Myinitialideasresearchprovedtobemoreeffectiveinthismodulethaninpastmodules becauseIbeganbrainstormingandthinkingofwhatIcoulddobeforethebriefwasset.I normallystrugglewiththepressureoffindingtheexactthingthatIwanttodoatthestartof thesemesterasmyideasnormallytakeawhiletoform,andIhavefoundthatIhave previouslypanickedandchosenarandomthemeordirection. IhavethoughtthatIwantedtogointowritingandeditingforamagazineasmyfuture career,however,thepastmodulemademerealiseIalsohaveapassionforartdirectionin fashionalongsidewriting

InsteadofpanickingaboutmakingmyFMPonespecificjobdirection,Idecidedto incorporateallthethingsthatIlovedoing

Beingcreative,designing,styling,visualmerchandising,marketing,socialmediaandwriting areallthingsIwouldlovetoworkwithinthefuture.Thisiswhymyprojectcoverssomany aspects.

RESEARCH

Makingmyownbrandandlearningaboutthenecessaryprocedureshasbeenalotoffun. TheorieslikeSWOTandPestleallowedmetobetterunderstandthedirectionIneededtogo, whileprimaryresearchlikesurveysandinterviewshavegivenmeabroaderunderstanding andhavemademethinkaboutthingsthatImightnothaverememberedorlookedintoas thoroughly.

Consideringthetargetaudienceformyprojectallowedmetoconcentrateonthenecessary researchtogetthecorrectpeople'sattention

TECHNICAL

IusedthisprojectasawayofexploringroutesIwanttotakemyworkinthefuture,however,I havegivenmyselftasksinvolvingPhotoshop/mock-upswhichissomethingthatItendto strugglewithperfecting.IfindIstrugglewithaskingforhelpfromothersasIwanttolearnthe skillsmyself,butIhaverealiseditisalwaysimportanttoseekhelpwhenneeded

OUTCOMES

I'vehadalotoffunwiththisprojectandtreatedthisbrandasifitweremychild.Overall,Iam pleasedwiththeresultsandwouldbehappytopresentmywork.I'mnottotallysatisfiedwith thecatalogue,andI'verealisedIpreferwritingarticlestocopyforacatalogue,butIbelieve mymockupshavegreatlyimprovedsincepast projects

3 IMAGES THAT BEST REPRESENT MY PRACTICE

For my final major project, I created my own brand which is fully sustainable and inspired by biomimicry. During this project, I focused on many aspects that a brand would need to do in order to become successful. Pictured below are three examples of this.

Press release to the media

One page of the brand catalogue TikTok/ social media adverts All work during this project was done by me.

LinkedIn - Aoife Morrall

Instagram - aoifemorrall

REFERENCES

BIOMIMICRY INSTITUTE (2019) WHAT IS BIOMIMICRY? [ONLINE] BIOMIMICRY INSTITUTE AVAILABLE AT: HTTPS://BIOMIMICRY ORG/WHATIS-BIOMIMICRY/

CAPSULE MARKETING (2020) RUNWAY TO RETAIL: THE INFLUENCE OF THE CATWALK | WE ARE CAPSULE [ONLINE] WE ARE CAPSULE AVAILABLE AT: HTTPS://CAPSULEMARKETING CO UK/INSIGHTS/RUNWAY-TO-RETAIL/ [ACCESSED 7 MAY 2024]

CONSTANT CONTACT (2022) SOCIAL MEDIA MARKETING TOOLS | CONSTANT CONTACT [ONLINE] AVAILABLE AT: HTTPS://WWW CONSTANTCONTACT COM/LANDING1/UK/SOCIAL-MEDIA-TOOLS?&CC=GOO251727&PN=SEARCH&GAD SOURCE=1&GCLID=CJWKCAJWOUEXBHAUEIWATW ZXWGZLX5IIXFL8A5MEOYIYJIHQMBA-IO B81G5SI5FD2PXIMSYZZLBOCC50QAVD BWE&GCLSRC=AW DS [ACCESSED 7 MAY 2024]

DYES, NATURAL (2019) HOW TO MAKE NATURAL DYES USING VEGETABLES AT HOME [ONLINE] SEASALT STORIES AVAILABLE AT: HTTPS://BLOG SEASALTCORNWALL COM/HOW-TO-MAKE-NATURAL-DYES-2/

DPEM COM (2021) 7 TIPS FOR CREATING AUTHENTIC AND MEMORABLE INFLUENCER TRIPS [ONLINE] AVAILABLE AT: HTTPS://WWW DPEM COM/BLOG/7-TIPS-FOR-CREATING-AUTHENTIC-AND-MEMORABLE-INFLUENCERTRIPS#:~:TEXT=THE%20GOAL%20DURING%20THE%20TRIP,FOR%20THEIR%20FOLLOWERS%20AS%20WELL [ACCESSED 7 MAY 2024]

JAKE, L (2023) AVANT GARDE STYLE [ONLINE] COVETI AVAILABLE AT: HTTPS://COVETI COM/AVANT-GARDESTYLE/#: :TEXT=AVANT%2DGARDE%20STYLE%20IS%20A

MARKETING, LUXURY (N D ) LUXURY MARKETING: A DEEP DIVE INTO HIGH-END BRANDING [ONLINE] SOTHEBY’S INSTITUTE OF ART AVAILABLE AT: HTTPS://WWW SOTHEBYSINSTITUTE COM/HOW-TO-SERIES/LUXURYMARKETING#: :TEXT=LUXURY%20BRANDS%20TARGET%20HIGH%2DNET.

MATTERS, V (2018) FROM THE RUNWAY TO THE SHOPPING CART, IN FIVE STEPS! [ONLINE] MEDIUM AVAILABLE AT: HTTPS://MEDIUM COM/@VUESTUDIOSOCIAL/FROM-THE-RUNWAY-TO-THE-SHOPPING-CART-IN-FIVE-STEPS-62BF7E3FEA9E [ACCESSED 7 MAY 2024]

MAGAZINE , MOSS (N D ) MOSS MAGAZINE [ONLINE] MOSS MAGAZINE AVAILABLE AT: HTTPS://WWW MOSSMAGAZINE COM AU/#: :TEXT=MOSS%20IS%20A%20LUXURY%20FASHION

MARKETREACH (2023) WHY MAIL? [ONLINE] AVAILABLE AT: HTTPS://WWW MARKETREACH CO UK/WHY-MAIL? CID=MR1201 AWO SM 01&UTM SOURCE=GOOGLE&UTM MEDIUM=PPC&UTM CAMPAIGN=ALWAYSON2023&S KWCID=AL!10933!3!64480 8870671!P!!G!!MARKETING%20STRATEGY&GAD

SOURCE=1&GCLID=EAIAIQOBCHMIPOQT4TB7HQMV1OFQBH1JRGE9EAAYAYAAEGJXE D BWE &GCLSRC=AW DS [ACCESSED 7 MAY 2024]

PACKAGE, BRAND (N D ) THE BEST LUXURY BRAND PACKAGING IN FASHION, SPORTSWEAR AND HOME [ONLINE] WWW WEAVABEL COM AVAILABLE AT: HTTPS://WWW WEAVABEL COM/BLOG/THE-BEST-LUXURY-BRAND-PACKAGING-IN-FASHION-SPORTSWEAR-AND-HOME

POLLOK, S (2018) TRICKLE-UP THEORY: HOW DIGITAL CULTURE IS CHANGING THE WAY FASHION TRENDS DEVELOP [ONLINE] IDEALOG AVAILABLE AT: HTTPS://IDEALOG CO NZ/DESIGN/2018/09/TRICKLE-THEORY-HOW-DIGITAL-CULTURE-CHANGING-WAY-FASHION-TRENDSDEVELOP

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SCHWARTZ, A (2010) WHAT WILL THE FASHION INDUSTRY LOOK LIKE IN 2025? [ONLINE] FAST COMPANY AVAILABLE AT: HTTPS://WWW.FASTCOMPANY.COM/1561484/WHAT-WILL-FASHION-INDUSTRY-LOOK-2025.

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