Tuesday, 18 October 2016

FASHION BRANDING & COMMUNICATION #4

We started off today's Monday morning session with creating our customer profile boards.  Due to choosing a wide target audience (20-45 year old's), we decided to create two individual customer boards in order to target the sub age categories.  For our first one we decided it would be aimed at the 20-30 age category.

 We created this female as a young, stylish individual who is fashion concious and is aware of the environment.  We decided that she would be the type of girl who is most likely to live in a modern flat in Camden, London with her dog.  She would be likely to have a creative job, such as a fashion journalist and the type of girl who would run her own successful fashion and lifestyle blog.  As a group we decided she would most likely be a regular gym go-er, and loves the city vibes so she would take yearly trips to places like New York or go on European city breaks.


And our second customer profile board was for our sub-age category of the 31-45 year old's.  We created this lady to be a well respected, married woman who potentially has a young child.  She would be a hard working woman who is in a well paid job within the city, such as a real estate agent or solicitor.  She would have a good social life, and would regularly attend work drinks or go for meals out.  We agreed that she would probably live in a town house in Kensington or North London area, and commute to the city daily, whilst her nanny would care for her kid/s in the day time.  We said that she cares about what she wears and how her style is perceived from her clients and society around her.  We said she is the type of woman who shops at Waitrose and goes on annual holidays to Italy or to the French Riviera.


In our afternoon session on Monday, we discussed what we would like to do in the session and we all agreed that we needed to re-visit the logo, and colour scheme.  Using our drafted one from our last session, we played around with fonts and styles.  We use photoshop's "replace colour" feature to change the tones and hues of our original background image.  After we selected a shade we liked we placed the image into Adobe Colour (formerly known as Kuler) which creates pre-made colour palettes based on the colours within the image you provide.


After we selected this colour palette, we used each colour to create a backdrop and placed our new font on top...



We have not made a final decision on what exact colour we are going to use, however we feel that we do have the possibility to incorporate each colour into some aspect of the brand.  For example, we could decide that the blue tones could be used for our 5 year future plan, when we expand to menswear and the blue colours will be traditionally associated to the menswear, whereas the pink-er tones will be automatically associated with womenswear.

We also found a website (link here) that created a visual representation of what our app icon would look like if we were to use our logo.  We had to slightly alter the wording of the "edeoco" in order for it to be bold enough to be seen due to app icons being so small.  Here is what we created.

 

Thursday's session consisted of our regular morning meetings with our lead tutor to discuss our weekly progress and decide what needs to be completed next.  We briefly went over the plan for the following Monday's session as we have scheduled group critiques, where we will be presenting our brand so far; displaying the work that has been achieved to date.  During this meeting we also showed and explained to our tutor what was completed in our digital workshop on Monday's afternoon session (all explained above).  She loved our logo but advised us that we may need to reconsider our app icon as she felt like it wasn't as visible compared to other apps - and after discussion we all agreed as this is not what we would like.  Afterwards, we went off and discussed the plan for the critique in further detail; giving ourselves a basic structure of the order of what will be said to ensure that we include every piece of work that we have achieved so far.  This is what we then worked on individually throughout the day (morning and afternoon session) whilst configuring with other group members to show progress and to ensure continuity through all our work.

Between our morning and afternoon session, we had an interesting lecture on the positioning of our brand and the products we will be supplying.  Due to being an online shop, essentially we would not be directly supplying a product as the orders made through our app and website will be transferred to the brands we are working with, where they then as their own company will send out the orders.  However this lecture did cover some important topics that we still need to consider for our final presentation...

- production costs: as we will not be creating a physical product as such we will not need to worry about manufacturing cost, warehouse/shop rent, or shipping and taxes etc, however we will need to research into the potential costs of e-commerce start up businesses and how much it is to hire professional web designers, or the price to create apps that are legally compatible when downloaded through the app store. 

- packaging : we will also need to look into what our packaging will look like and how our online brand aesthetic is coherently displayed through our packaging as well.  Ideally we would like to use recycled packaging such as recycled cardboard boxes in order to carry on with the brand ethos of sustainability.

- consumer incentives :  thank you cards are a great way to create personal relationships with consumers, which will make them feel appreciated by not only the brand they buy from but also our brand.  These cards can be slipped into deliveries from purchases, but also sent to consumers on their birthdays, or national holidays with tokens or personal discounts.  This may create more future shoppers, and will help consumers spread the word about our brand due to the specialised discounts they receive from us.

feedback : our social media sites (especially Twitter and Facebook) will also consumers to feedback to us about what they think of our shop as well as their personal experience using our app/website. However using social media that means we will need to be aware of potential negative feedback as it will be harder to remove this or hide from other consumers. We can also provide simple pop-ups on the app or website that will allow customers to quickly tick a few boxes based on their experience.  Another option we could use is mailing services such as MailChimp, which customers will be subscribed to when they sign up to the website where we could send quick surveys of their recent experience.  MailChimp services can also be beneficial to send monthly trend updates or brand news to consumers, as well as specialised discounts and information on technological updates.  As a company we will need to ensure that a limited number of the emails are sent monthly as I know that many people, including myself, find these emails incredibly annoying, however they do still manage to entice an audience.