Parsons x Teen Vogue: Retail Marketing

03/03/2016 § Leave a comment

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As a shopper, i’m quickly becoming more and more aware of how shops draw in their customers. My local TopShop is probably one of the smallest of their stores, yet it still remains the most popular one on the high street. A singular strategic mannequin placement at the entrance entices the customer in through their narrow doors and is often dressed in bold colours or striking motif to just about grab your eye before you walk past (for me, it was definitely this super-cute Mickey Mouse jumper).

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My favourite section of the store is actually on your immediate right as you walk in – a large, modern clothes rack features some of the latest additions and because it’s elevated and free standing, you are instantly drawn towards it. In a sense of, “you must have these” and “these are the best”, TopShop knowingly put forward items they know will make you step a little closer and search a little deeper.

Their sale rail is strategically situated towards the back of the store so that customer’s will have to pass their New Arrivals and Last Chance To Buy stands. Also, the shoe departments is brightly highlighted in neon lights so that it’s easily visible from the front of the entrance – again, another compelling feature perfect for such a petite store.

Overall, this TopShop might not have the largest stock and the window display space is non-existent, but the floor plan has been well worked to allow fluidity and space for customers to comfortably browse.

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Parsons x Teen Vogue: My Audience

22/12/2015 § Leave a comment

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At the moment, i’m still trying to figure out where my blog lies on the great wide open internet. Right now it covers a number of topics, from beauty and fashion to films and profiles, mainly due to my expanding ‘love’ for things I can never settle on one subject.

Of course, overnight success doesn’t happen to everybody and like a lot of people, viewing stats don’t shoot up after one post. Currently, my most popular posts have been about following fashion trends and new designer collaborations (still a small amount but what the heck, a win is a win) and so I’m definitely working on more content that focuses in these areas – after all, your readers are the most important factor for any blog.

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As I sit breaking in my new pair of heels typing this, I’m constantly reminded of how important it is to be active with an online presence. EE ask me to hashtag to enter their christmas competition, E4 want me to follow their Twitter profile and now even supermarkets are on social platforms promoting new offers. The greatest thing about these forms of communication is that it has no boundaries – you can always find someone to talk too at any time of day, different languages and religions come together, and the amount of content for you to browse is astounding meaning that whatever I write needs to be worthwhile and have a voice loud enough to crack the surface of this ever-expanding cybernetic world.

My stats (seen above) show the past 2 months worth of visiting activity and this has told me that quality over quantity is always key! Instead of posting 3 to 4 times a week (stressville!) I’m posting once, maybe twice a week meaning I have a lot more time to gather sources, images and find references to make a visually pleasing blog.

In November you can see that I had a much more successful viewership with this strategy, and come December when *gulps* I was a lot less proficient with uploading, you can see it dips again. Maintaining a consistent pattern will help keep your readers interested as they know they can count on you for light entertainment on their cold commutes!

 

Parsons x Teen Vogue: Product

22/12/2015 § Leave a comment

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The final instalment of this course required us to produce the mockup bag in an actual fabric that we created channelling stripes and to tally up total costings.

Below is the chart with costs and labour charges as well as a prediction for a retail price. As you can see i’ve used a simple polycotton blend as this can easily be manipulated in colour allowing it to be a universal staple product for any store.

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Skill wise, i’m definitely more comfortable designing – pen to paper, paint to canvas etc. I had already imagined how I would create the stripes: frayed/ton fabric layered on top of each other with pieces of lace in between. I also knew that I wanted the colour palette to be neutral so that the colours of the garments would compliment it well. Overall i’m happy with the final design, construction could be tidier and sturdier but the aesthetic comes across well and reflects my ideas.

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Parsons x Teen Vogue: Bag Mock Up

22/12/2015 § Leave a comment

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Continuing as part of the 3rd course on Parsons x Teen Vogue Certificate in Fashion Industry Essentials, “Understanding Fashion Production”, we were required to produce a mockup of a signature bag.

I chose to move forward with a clutch style as my fondest memories have been evenings out that require a little more formality and a clutch is always my accessory. My design is a standard oblong shape, with 1 1/4″ sides that narrow at the top. It has a detachable wristlet and a scalloped flap to keep items secure whilst remaining stylish. I believe this way the bag itself can be easily modified at no extra cost to production.

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In total, i’ve used just under an A3 sheet of stock (9″ x 7″ x 1 1/4″) including wrist strap and flap which keeps material costs to a minimum. The flap would securely fasten with a magnetic button, the wristlet will use a swizzle metal lobster style detachable fastener both of which can easily be sourced at any haberdashery stores/sewing shops.

Below i’ve calculated the cost of all materials, hard wear and labour that it would take to produce this bag out of the material I sourced earlier this week:

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Parsons x Teen Vogue: Production Standards

22/12/2015 § Leave a comment

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For me, clothing sizing has been an issue for as long as I can remember and nowadays I can vary between 4 sizes depending on which store i’m in, what i’m buying and which brand it is. TKMaxx is one of my favourite stores for designer bargain buys whether it be clothing, shoes, bags or home decor – I could spend hours shopping and never leave empty handed!

Today, seen as though I was feeling festive and the weather conditions are similar to those found in the Antarctic, I wanted to try on a few cosy jumpers. To my surprise, I fit quite well into a gorgeous red knitted zip-up jumper by Love Knitwear in a UK size 12. But then I tried on a pastel blue embellished jumper by Amara in a 12 and there was no room to move – I found that the size up fit me a lot easier and bonus, I could lift my arms above my head!

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I’m a sucker for a great shirt, yet I don’t seem to own many! I always find that my arms feel restrained and a gap is formed across the chest in a smaller size, but the next size up is always ill fitting elsewhere – the struggle is real! After a couple of attempts at various shirts (including brands such as Taifun and Daniel Hetcher) I found that Paul Costello’s Grandad collar shirt fit me really quite nicely. The fabric was soft with a little bit of give around the arms and the buttons lined up well, however this was one size bigger than what I would usually buy in a shirt proving that there is actually no set size for a person! It all completely depends on the many variables: fabric, elasticity, shape, embellishments, garment style… the list goes on!

Today I left the shop with 2 jumpers in 2 different sizes and a shirt bigger than my usual, and although the number doesn’t bother me as much anymore, it’s still a little frustrating trying to find the right fit!

 

Parsons x Teen Vogue: Production Experiment

22/12/2015 § Leave a comment

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A short while ago we were asked to develop an accessory using only unusual materials, their example was a belt made from rope and a padlock. I haven’t had to think like this for quite a while now (graduation feels like a lifetime ago!) and so my brain started ticking, I dusted off my art box and half an hour later I had a wearable, quite stylish, necklace.

I used 3 materials all found in my home as well as glue – that part was vital – and I quite proudly uploaded my image to the Gallery. In the next course “Understanding Fashion Production” however, we were then asked to break it all down to figure the costings. Now i’m not bad at maths, I love solving problems but business has never been my strongest, so I was really quite excited to start learning about all the issues designers and retailers have to tackle on a daily basis that wasn’t covered in Textile class.

Below you’ll find I’ve broken down material costs, labour costs and calculated my profit along with total costs:

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You can see under Material Costs (bulk) that i’ve figured out the costing based on packs/rolls of material and therefore, even though I’d still be making a profit, it’s a smaller amount and a lot less accurate.

Over on the opposite side, Material Costs (single), I’ve calculated exactly how much it would cost for one single necklace – down to the very last quarter of a glue stick! This has brought down my overall materials dramatically, leaving a larger room for profit and making my Estimated Retail Price of £12 a working possibility for retailers!

This assignment has shown me how important it is to make sure your outgoings are kept low to ensure your profit margins can remain higher, allowing you to use that money to pay employees, open shops and live!

FMP and D&AD Concepts, Ideas and Research Strategies

09/12/2014 § Leave a comment

Final Major Project

Business – “AltG”

  1. Concept – Our concept for FMP part 1 is to set up a design consultancy that emphasises on the solution to customer needs through the media of design.
  2. Ideas – Our ideas for this are to create a sufficient business plan and a brand identity that expands online.
  3. Research Strategies – Our research strategies will include contacting existing design companies, marketing research where we will understand where the money is being spent to identify the correct customer types, competitor research for which we will keep up to date with so we are aware of the happenings in our industry and case study data that will help us build knowledge on why graphic design has helped build existing businesses. We will develop logo designs, website layouts, brand identities and colour schemes based on our secondary research of looking into existing design companies and their approach to selling their brand.

A Land For Life

  1. Concept – Our concept for FMP part 2 is to expand the Land Rover brand by creating a British Heritage fashion line.
  2. Ideas – Our idea for this is to design a collection of fashion products that are visibly and directly linked to Land Rover which will be accompanied by a photoshoot and Look Book.
  3. Research Strategies – Our research has already involved thorough primary research of experiencing the lifestyle first hand and getting an insight into individuals in the Land Rover business. Secondary research will involve analysis of archetypal fashions, costs synonymous to this style and quality, Land Rover’s sales, marketing and overall advertising strategies for which we will channel into our own fashion promotions.

D&AD

John Lewis

  1. Concept – Our concept for the John Lewis competition brief is to truly capture the customers personality and incorporate it into their packaging.
  2. Ideas – Our idea is to create a simple and exciting quiz for the customers to participate in that will reflect on the kind of the package they will receive. Through this, they experience the excitement of gaining an almost ‘unknown’ gift (their personal box).
  3. Research Strategies – For primary research we will be finding out about stereotypical personalities/types of people. We will look into what it is that makes them archetypal to their niche. Our secondary research will involve understanding and finding out about John Lewis’ customer type as well as their competitors.

AirBnB

  1. Concept – Doodles in progress. Apologies.
  2. Ideas –
  3. Research Strategies