C+CS Presentation Day 24/01/17

Today I read my presentation about Vogue Creative Director Grace Coddington in front of my class.

I finished my presentation and I added a few Grace’s interesting opinions about fashion trends, how fashion has changed and her opinion about perfect assistant. I think it was interesting for students, to listen opinions from the person , who has worked for the world of fashion magazine for 27 years, because Grace has a huge experience in this field. The end of my presentation is really  interesting and contains information about the best Grace’s fashion editorial of her career in Vogue, including all the images from this photoshoot. I liked the fact about this editorial , that when their work has ended ,the team that had had a nice picnic with delicious food, and it is means that its so important to have such a great team , with whom you can work easily and then have a great time together and be not only colleagues , but also friends.

In conclusion , I want to say that , I have had a good experience in my specialism’s research and my knowledge has increased in that field of activity , in which I want to continue to study and work

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FP Brand Identity Project 26/01/17

Today I finished my last design page of window displays and I need to create digital layout on issue.com and printed version of it.

Totally I have 27 pages , including 4 pages of bibliography and the final white page without text.

Also I have the printed version and I have done all work in my sketchbook.

As I finished before HandIn I am planning to work on my portfolio.

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FP Marketing ideas and window display ideas and process of editing 25/01/17

In Photoshop I designed 5 logos, 3 shopping bag designs, 2 poster mock ups and 2 window display ideas.

As I came up with line of stationery for progression within my company, for fist logo I added ‘ationery’ instead of ‘ories’ of brands name &otherstories.I am planning to design pencil pouches, so I used zipper from it as a continuation of brand’s name for second one. Third logo is a ruler (a piece from line of stationery) and under lines of a ruler, I wrote &otherstories instead of cm numbers. For fourth logo I used a part of notebook(also a piece of new line) and also I wrote “&otherstories”. The last is sign of pencil pouch with ruler and pen and with brands logo.

For colour scheme I used 4 main shades of &otherstories collections and also 4 colourful ones from a new collections palette.

First shopping bag design looks like the original brand’s,where you can see a print at the bottom of the bag. For original bags they use just spots or line of paints . In my case , I located a print of red pencils, that looks like the original print, but differs and relates to a new line of stationary. The second design is more simple and minimalistic. I draw lines on a white bag , because it looks like a striped notebook inside. I like my last design, because it consist a question about ‘my &otherstories’ stationery colour. I think that customers will be really interested in a new collection , when they will see this question.

Poster mock ups are in the brand’s minimalistic style: black words on white background. In the poster’s meaning I connected the ideas of &otherstories “stories” with a products from new collection.

 

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For designing window displays ,I came up with 2 styles: one consist more objects and another is more minimalistic. For the editing I created new files with products from new line, after I designed them(notebooks,rulers and pencil pouches),some of the pieces I added on photos from &otherstories lookbook and I added all objects on window displays wooden shelves.

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FP Secondary Research 23/01/17

I continued my secondary research by exploring &otherstories official website and social media accounts.

Brand has accounts in 6 social media : Facebook,Instagram,Pinterest,Twitter,Youtube and Tumblr.

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Also I found many articles on popular websites like Vogue,Elle and Buro24/7, where they have publishes information about new &other stories collaborations and new stores. I think that thanks to these articles many people known about new collections,because , nowadays websites are so haunted and more people visited &otherstories stores for see,try and maybe to buy clothes from brand’s collaborations.

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The layout of the &otherstories website is colorful and well presented. It is very easy to use as well. The home page looks like moodboard and color board . You can also see what’s new on and you can view the quick detail and the price of its overall look by simply clicking on the image.

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On the website you can clearly see the details of the products like price,size,color,detail of the fabric,how, it is going to sit on the body. Which will give the customer general idea how the clothes going to sit on their body.

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FP Brand Analysis 19/01/17

Today I focused on the brand, its activity and that distinguishes it from the other brands.

Firstly I have done file with introduction to &other stories with brand philosophy and position.

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After I researched about special activity, that are doing &otherstories more special. And it is Recycling. You can bring any textiles in store’s empty beauty containers and by doing this you can get 10% thank-you-treat.

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& Other Stories feature transgender models in an advertising campaign.  The label took it one step further by recruiting a trans creative team behind the camera as well: Amos Mac shot the campaign, which was styled by Love Bailey and features makeup by Nina Poon. The behind-the-scenes process was all captured on film, entitled “The Gaze & Other Stories.”

Sara Hilden, the brand’s creative director, said that this “gaze” was the concept that drove the campaign. “There’s a lot of talk about transgender today, but for us, it was a lateral step to do [the campaign],” she tells WWD. She elaborates that the images are seamless with any other fashion campaign that we might view this season—that two transgender models are starring in the photographs is for the viewer to extrapolate, hence the “gaze.”

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Also &otherstories  has presented a same-sex love story editorial with London based and real-life couple Eden Clark and Lizzie Tovell.

Creative Director, Sara Hildén Bengtsson, explained the charming collaboration:

“It’s starting to become a cherished & Other Stories tradition to tell a love story for Valentine’s Day. This is the second year running we’ve created a story together with a couple, and it’s a process that’s very close to our hearts and really reflects our diversity.”

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FP Brend Identity 18/01/17

Today I worked on SWOT analysis and PESTLE report. I have never heard before about it and I have no idea how to it. So I started to research about these analysis and I read some exa,plus of them . Furthermore I read articles , where people described what &otherstories do. One fact, that helped me to write SWOT – is comparing my brand with others and especially with brands from H&M group.IMG_1939.jpg

After my researched I wrote about strengths without any problems. Also for opportunities I came up with great ideas. For weakness I compared the brand and I wrote that it  lacks. Lastly, the most difficult was to write the threats, but after I read more articles about brand’s position and and SWOT examples, finally , some ideas came to my mind.

For PESTLE report I read may example of it for better understanding. And not easily I was able to list examples of Political,Technological,Environmental,Economic,Social and Legal report of &otherstories brand. After I showed my report to my tutor , he said that it would be better to write some examples for what I have listed and how it can affect the brand. So I added some information in brackets.

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After these analysis I have done Positioning Map. As I have chose to identify one of my favorite brands &other stories, I already knew with which brands I can put it on the positioning map. There are brands, which have similar style and color palette of clothing and other products, but with different quality and price(because of better quality).

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FP Brend identity 16/01/17

Today I have done more color swatches : for shop bag(colorful color blocks I have done in Photoshop by myself) and for clothes collections. For clothes I chose those colors , which are mainly used to make &otherstories collections , the basic colors. There is a small part of ready-to-wear with patterned colors. They have prints like underwater,pouring rain,carbon print,stripped and agate print.

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On computer in Photoshop I made files about Price brand matrix,product categories and product information(fabrics,best-sellers,prices,sizes) by collecting information from official &otherstories website and information that I asked staff in London store.

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For writing about target customer &otherstories I read explanations of creative directors of the brand about what they are trying to do for customers, in order to that the clients will come back with pleasure for new acquisition in &otherstories stores. Also I asked worker in shop on Regent Street about target customers age and social status. She answered that the main target client is 20-25 y.o.(there is also older part) with different social status and mostly middle income. Furthermore I read a few blogger’s opinions and after all this information I wrote my own view about it.

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