Tuesday, 15 October 2013

Roles in fashion marketing

7th October 2013

Notes from the 'roles in fashion marketing' lecture

Fashion Supply Chain:

Fabric & yarn suppliers --> Manafacturers --> Brand --> Wholesalers --> Retailers --> Consumers

Raw materials --> Supplier --> Manafacturing --> Distribution --> Customer --> Consumer

Fashion Industry:

Art Director
Advertising
Buyer
Fashion & Apparel Brands
Journalist/Work For A Magazine
Marketing
Media
PR
Retail
Social Media
Stylist
Visual Merchandiser


Helmut Lang

3rd October 2013

Is a brand created in 1986 by Australian designer Helmut Lang but has existed from 2005 without his input. In 1999 they went into partnership with the Prada group consequently in 2004 a range of Helmut Lang by Prada was released. Helmut Lang is currently sold in upscale department stores and signature boutiques worldwide.



helmutlangjournal.com:

After reading the interview with Nicole and Michael Colovos Helmut Lang’s creative directors I feel I have a better understanding of Helmut Lang as a brand and in particular their Spring 2014 collection
- They gain inspiration for collections by keeping in touch with their surroundings and staying relevant with how people live today.

- The Spring 2014 collection is described by them as being ‘a minimal stripped down collection that is crisp and pure’ 

Colin McDowell

3rd October 2013

Described by top blogger libertylondongirl.com as ‘a Legendary fashion writer Colin McDowell, has recently started his own opinionated, vastly informed and always thought provoking blog which looks at the fashion industry in his own inimitable way."

After being educated at Durham University McDowell went on to teach in Rome and later became an assistant to Italian Pino Lancetti.

One of the world’s top fashion commentators during his 20 years as a journalist he has worked for every quality newspaper and magazine in Britain.

He has written 23 books on fashion and has also delivered many public talks with many individuals including Anna Wintour, John Galliano and Alexander McQueen.

He is the only senior reporter who knows both sides to fashion as a business from both sides of the catwalk. This makes his insights into the fashion world shown through his blog more stimulating and well informed. This is due to him spending time as an illustrator, publicist and 10 years as a designer.

He not only writes about fashion but is also passionate about improving the world of fashion. In 2004 after noticing floors and problems in the London fashion scene he set up Fashion Fringe with IMG to address these. It helps up and coming labels and designers by encouraging businesses both creatively and commercially which he still remains the creative director of. Chairmen to it have included Donatella Versace, Tom Ford and John Galliano.


  Currently he is a fellow of the royal society of arts and has been awarded honorary doctorates and professorships by 5 British Universities, been named a graduate fashion week trustee and is also the creative director of Audi fashion festival in Singapore. Another one of his many achievements has been being appointed senior fellow of the Royal College of Art.

Creating a moodboard

30th September 2013

Key Elements Of A Mood Board:

Colour Palette
Theme Of Research
Materials + Media
Design Equation
Key Words + Text
Market
Styling

Themes can be:

Conceptual
Abstract
Narrative

Sources Of Inspiration:

Libraries/books/journals
Magazines
Internet
Museum + Galleries
The high street
Flea markets and second-hand shops
Travel
Art + architecture
The natural world
Film, theatre and music
Street + youth culture
New technologies
Forecasting + trend agencies e.g. WGSN

Look out for:

Colour + motif: Trend/season/occasion
Profile: Age/gender/lifestyle/work/income
Target Market: Price point/analysis/customer/client/consumer
Materials: Focuses creativity
Costing: Price
Practical Outcomes: Production expectations

Can be:

Brand Specific
Mood Specific
Colour Themed

Allow for juxtaposition
Use a varied scale of images

Less is more - communicate sources of inspiration clearly