Market Visual Awareness Brief - Task 1a

 

I have started my research into task 1a which includes the analysis of two retail advertisement campaigns, featuring my chosen topic (fur), the adverts need to be from two different market levels. I have used Pinterest to start my research into finding campaigns based around fur, and below I have collected some of my example ideas.

 

 

Pre New York excitement

 

As the first term has come to and end and we are thrown into the festive season, the one thing on my mind (as well as Christmas of course) is the trip to New York which is fast approaching. Ever since I was little I have always dreamed about visiting the fabulous city and now I have been given the chance  to go with my uni course it was an opportunity I could not miss out on.

 

The weeks leading up to the 11th January were spending researching and planning what exciting things  I wanted to do and see whilst I was there, as I didn't want to waste any value time over there! As well as this, a considerable amount of shopping trips had to take place to ensure I was kitted out with all the wintery essentials which I would be needing in this wonderful city.

 

New York essentials

Market Visual Awareness Brief

As part of my Fashion Communication and Promotion course I have to complete a market visual awareness task for my summative brief. The task is based on a topic of our choice, which can be chosen from the variety of different categories we have each studied for our previous group work tasks. The topic which I have chosen to focus my summative brief on is fur. I love fur in fashion and I feel it is a perfect subject matter to base my project on; however I also feel very strongly against the use of real fur to be manufactured into fashion garments so this is another area which I will look into throughout my project.
The brief is split up into 3 main task areas, with smaller task briefs within each below I have stated the specific task briefs for this project.

Task 1a: For the first section of this project I have to create a double page spread comparing two fashion adverts incorporating my chosen topic (fur), the adverts must be from different market levels. For this I must include a visual analysis along with the discussion of semiotic visual codes and messages of the visuals. I will investigate the key themes of the images as well as what is denoted  and connoted in the adverts, and why these messages are relevant to each specific brand and their consumer. I will then summarise my analysis looking at how the brands overlap and differ, in various areas.

Task 1b: For task 1b I will be analysing two visual merchandising images, these could be examples of either window displays, point of sales or in-store interiors). Again I will be providing visual analysis, discussing the visual codes and messages, and summarising how the two brands overlap or differ in their presentation and narrative.

Task 2a: For the next section of this project I am now going to  look at the broader creative context of my chosen theme. I will visually analyse my example against broader creative context for example art, design, graphics, film/video, music, performance etc. I  will provide three instances of creative referencing outside of fashion.

Task 2b: For this section I am now going to be looking into the cultural, social and historical references surrounding my chosen topic. For this section I will be focusing on the changes in attitudes towards the use of fur and how it has raised more of a talking point within the world of fashion, in connection with the use of real animal fur.

Task 3: For task 3 I am going to be coming up with my own 'Big Idea' for this topic, I will need to consider the physical factors as well as the narrative and decorative aspects in order to deliver my 'Big Idea' to the chosen audience.

Throughout this brief I will continue to post my thoughts and ideas as I progress through the different sections of the task.

Fashion loves fur

From clothing to footwear and other accessories, this season we are seeing more fur than ever before. Whether it’s a just a touch or a trim, or a full coat’s worth, an instant element of sexiness and luxury is added to any look when fur is involved. I have collected some of my favourite fur looks below..

 

 

Street style photography

An exciting and inspiring element of the next set group task, for my Fashion Communication course, involved street style photography. The week previous to this we were split into small groups and given an area within fashion to focus our project on. As I mentioned in my previous post, our group were given ‘accessories’ and we chose the subcategory to be handbags.

After researching the current bag trends for AW15 using trend forecasting websites such WGSN we discovered a variety of different handbags trends which were in for this season. Some of the main trends we came across were tassel bags, snakeskin and fur. Also ‘city backpacks’ were a popular trend for this season as predicted by WGSN.

 

As well as gaining professional opinions and predictions, we wanted to go further than just browsing the high-street stores for current handbag trends, there was no better way of gathering primary research than getting out onto the streets and seeing first-hand what trends people were going for this season. 

Below I have included a selection of some of the best images we captured whilst out on our ‘street style’ photography mission around Nottingham and the surrounding areas.

City Backpack
As predicted on trend forecasting sites, we expected to see a range of ‘city’ style backpacks whilst out on the street. These bags were mainly spotted on younger students around the University campus which explains a lot about this style of bag; I think these bags are perfect for students as it they are able to carry books and other necessities around, these bags are also really easy and comfortable to carry on your shoulder.

 

Tassel bags

Snakeskin print

Photoshop moodboards..

Another key skill area which I have experimented with on my course has been the creation of moodboards, using Photoshop. Creating moodboards is a perfect way of getting a theme/idea across in a visual and  aesthetically pleasing way. As part of my group project I took it upon myself to create a selection of moodboards to display the different sections of the project, as a form of research and inspiration for the project. The project was about researching and investigating the current AW15 trends of a certain category within fashion; our group was assigned the title of 'accessories' so within this area we decided as a group to focus on handbags. The main current trends which were predicted for this category were snakeskin, fur, berry/burgundy tones and icy pastel colours. I have created the moodboards below to display these trends. 

 

 

 

 

Nottingham Christmas Markets..

As the festive season has quickly approached, Nottingham City Centre has been laced with festive decorations and twinkling lights. The Christmas markets here at Nottingham are by far the best I have experienced in a long time, ranging from ice skating rinks to hot chocolate and mulled wine bars, along with many more exciting and fun filled festive stalls scattered around The Market Square. Nottingham 'Winter Wonderland' Markets are a must visit this Christmas!