Monday, 24 October 2016

FASHION BRANDING & COMMUNICATION #5

MID UNIT ASSESSMENT!!!

So this week's Monday session we had a mid-unit assessment, where we had a critique with our two tutors to present to them what we have achieved so far, and what we have developed as a group.  We each spoke about each of our sectors (for example, I spoke about social media), and at the end we discussed what we should alter, improve and also what we need to consider to push our brand further.  Our main points of this discussion were...

-brand logo
-app image
-choosing other sustainable brands & more brands

After our discussion, we decided that it may be best for our icon on our social media pages and app icon to be the 'e' taken from our 'edeoco' logo and made slightly bolder.  Here are some designs we made...


On Mondy's afternoon session we had a photoshoot for an example of the capsule collection.  These images were then edited and selected by the creative directors and well as the product designers, as these images will be used on the website and will act as the main aesthetic for the brand.  I think that the images turned out well, however they may need further editing, for example to decrease the darkness of the background.  Here are a few images that were taken...



Thursday mornings session consisted of our group having a brief team meeting with our unit to discuss our weekly progress.  We briefly went over and further discussed the feedback that was left by a fellow group, from our presentation/critique that we had in Monday's session.  The majority of this feedback referred to the colour scheme and logo of our brand.  Many commented saying that they did not find the pink tones suitable and they looked a bit washed out, (colour palette I am referring to is discussed in previous post - FASHION BRANDING & COMMUNICATION #4 ), and that we should consider adapting back to the original colour palette of blue's and green's - which we have chosen to! *see above*  A few comments also suggested that we ensure that the same colour scheme is used on the website/app as well as all the social media sites, to enable continuity.  

After we discussed our feedback, we spoke about our choice of sustainable brands that we would like to stock on our website.  During our critique on Monday it was mentioned that the bigger brands such as Zara and Stella McCartney wouldn't be ideal for us to use due to their brands being too big for us as a start up business but also due to the fact that Stella McCartney's products have a very high price range and that Zara do not currently stock any of there items with other retailers.  In response to this discussion, our marketing strategist; Eloise, done some more research and discovered more brands that we feel are suitable to our target market, as well as the aesthetic that we would like to portray as a company; stylish, classic, affordable. Here is a list of the brands that we will supply from our website...

In addition to this, we also discussed advertising and packaging, as we believe this is the next thing for our group to start developing.  In terms of packaging, we would like to send the brands that we stock our own packaging, so that when every order and purchase is made through 'edeoco', we would receive a order receipt and so would the brand that the item is from.  That clothing brand would then parcel up and send off the item of clothing in our packaging, helping the consumers to identify us as a company and not as a company that re-directs you to other online retailers. In next Monday's session we plan to discuss and develop digital imagery of what our packaging would look like.  Advertising is a key stage of any company's set up.  It is crucial for companies to reach as wide audience as possible, and become unique compared to every other advertisement that society come across on a daily basis.  We plan to advertise through magazines (or newspapers); specialised eco magazines, fashion magazines, lifestyle magazines, technology magazines.  Some ideal magazines that we would like to feature in are The Good Trade, Stylist, Sublime, Eluxe Magazine and Refix Magazine.  We would also like to advertise our brand through the digital underground advertisements on tube line escalators, as well as on youtube adverts, or spotify adverts.  For our zine we will create some digital images of mock up advertisements.