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The famous model and football player David Beckham has recently tken his career up a notch when he created his own whiskey – Haig Club; as a No-Age-Statement. As whiskey has connotations of an old man, Beckham is trying to bring the age down and make it more fashionable and realistic in the eyes of the younger generation.
Within the advert, here are so many factors which work in synergy to create the very personal yet deliberate advert. To start off with, Guy Richie is the director of the advert, as well as shooting for David Beckham’s H&M advert, meaning that the two have worked together and have created this bond. Beckham has recently published a programme about him riding a motorbike around the country, as this is something he personally enjoys; which is why he enters the advert on a bike; the very personal elements makes the product authentic, as you are seeing the real Beckham. There is such a strong narrative and marketing strategy behind the whole filming.
Next, part of the group of friends, you will see the familiar face of Jimmy Choo, who is indeed a friend of Beckhams. All of these work together to create such a thought out advert. Also, you see the famous selfie moment; the sharded self, it is the modern world and what the target audience know. As well as the selfies being taken around the world at famous landmarks, meaning that there is a global push to the product. The whole advert is so incredibly developed and one which I think is incredibly effective.
Over the years, the Fashion and Textile Museum has held so many incredible and memorable fashion exhibitions, which have always been a great inspiration for my work and looking into greater detail of the history of fashion. This season, it focuses on Knitwear; Chanel to Westwood. The vintage inspired knitwear focuses on the 1920’s jersey, the 1930’s swimwear collection, all the way to Vivienne Westwood and Julien MacDonald’s work. This range of designers and the impact that the whole exhibition has is just incredible, and the art movements over time become so impacting as you enter the world of knitwear.
When looking around the exhibition, my favourite piece of knitwear would have to be Julien MacDonald’s’ Mixed Synthetic 1900’s sequinned dress. The change between the inner body within the dress and the high neck was just such a different style and added such a power to the piece. Although a neck length, tight, short sleeved garment, there was something very uniquely beautiful about it, and the whole piece was so delicate yet powerful in itself. The panelled body had this incredible, yet simplistic, pattern of silver tones which shaped the figure perfectly. I believe this was one of the most interesting and diverse exhibition that the Fashion and Textile Museum have displayed, and I thought it was just fantastic.
Within trend forecasting, there is Shared Situation Awareness, which is the themes and ideas which are shared amongst a group – the opinion formers- fashion does not feed fashion, we have to look outside of this for new trends and fashion designs which in turn feeds to the audiences. Trend Forecasting is a teams ability to recognise a pattern in a fluid situation and to use this information to anticipate what might happen. Fashion is forever moving, you have to take a snapshot of what is happening in that section of time. Some looks have defined decades, like the bob, now they define a season, or a year, it is incredibly fast moving, and you have to constantly be aware of what is coming out; exhibitions, music, films and other emerging areas. You have to be incredibly quick with this.
There are three steps in this process:
Ford – you have designs which are going to be large within the industry, something that will be sold quickly, something that will be very popular, however it is fast fashion meaning it appears very quickly.
Trafalgar – slow fashion is where an idea will evolve over a period of time, which will become very developed and destined and will be right and exactly what the audience will mean. It will be touched on time and time again, a theme or a technique which is constantly revisited within the designer. Vivienne Westwood is an example of this, as she has a strong British essence within her work.
Bubble up is where trends enter from the street and work there way up within the fashion industry. Trickle down is conceptual dresses, where the clothing is very difficult to understand and interpret, but has been observed and has made its way into the high street. Zara is incredibly good at this, as they have looked at what is new and couture within the industry, and they make their own look out of it, the look becomes very simplified and enters the high street, fast fashion market. Often this moves around regions within the country, what is good where and why?
Each month, at the beginning of November, all of the brave men of this country join to either to grow a moustache or beard to raise the awareness of prostate cancer, testicular cancer and mental health problems. The congregation of men across the nation is such a wonderful experience, and although it makes no effect by itself, the constant promotion of the charity is such an achievement, and is an incredible element to the charity industry. The foundation challenges men to grow a the facial hair for one month only, and to raise funds, as well as putting a smile on peoples faces. To date, there have been 4 million moustaches over the years, and the message is being heard. This is such an incredible campaign and causes such an effect on those who are in need of help.
Yesterday, we had to say goodbye to one of the worlds most loved and talented fashion designers, Oscar De La Renta. At the age of 82, the long fight with cancer was too much. Many designers, models, and family have spoken about the loss, and have described him as the ‘gentleman of fashion’. Naomi Campbell, Karlie Kloss, Marc Jacobs and Alexander Shulman have all spoke of the loss of one of the worlds most passionate, loving and leading figures within the fashion industry. It is phenomenal how many lives he touched with his work, and the effect one man can have on an audience and business.
STRENGTHS: Dior itself has so many strengths, but those which have drawn the company out the ground is the individuality and strong sense of narrative and the creation of ‘the dream’. Over the years Dior has created such a passion for the brand, and the need for it, which is why, 60 years on the company is still ever moving with the fast paced industry.
WEAKNESSES: Although the company is very well developed, it has only a few downfalls, due to the change of designers over the years, at points there has been very little stability within the business, and the change of the personalities being injected into the brand has meant that in some cases there has been a large change in style and designs of certain pieces.
OPPORTUNITIES: Dior is very aware as a company, and keeps up to date with all events. The Dior Harrods event in 2013, promoted the brand once again and allowed a whole range of audiences to view the garments and styles. The experiences which Dior choose to exploit are perfect opportunities for sales, and for the audiences.
THREATS: Along with threats comes strong competition within the industry, and in this case, the threats lie with Chanel, and the fact that there is such a strong connection between the two brands. However, threats also lie with the designers, as in the short stay of the designer Bill Gaytten in 2011 for Dior, this can cause threats as it can have a lasting effect on the brand essence.
Polarity Paradox is simply a coping mechanism for recession consumers who have suffered and therefore looking for an escape route. It is about the obsession for everything, but dedication for nothing; the extreme state of memorable experiences is what this group of people want, they want to have a range of new services are available, but there is no line between saving and spending, light and dark, there is a need for everything new. Marathon Media, Netflix has now recognised that people are watching entire box sets in one sitting is a lot more desirable and realistic for those with a busy lifestyle rather than the one-programme-a-week; a survey by Netflix said that 61% binge-watch TV regularly due to the accessibility of it. For example:
We are now living in an era which is categorised by paradox; music, food, fashion and even business. This change and shift has caused our opinions to become manipulated by what we think is right, attitudes by the public are changing so quickly which means industries and businesses are constantly having to change too. There has been a drastically widespread amount of unemployment, which has cut the level of disposable income consumers, which therefore leads to a more stable lifestyle for many.
There has become a sudden increase in the Flat-Agers, who are defined by being over 60 and having no input within the fashion industry. However, this has now changed, and instead are becoming more of the targeted audience due to the money that the consumers have, as they are no longer working and have the necessities of the modern world. The money is therefore able to be spent on meaningful connections to them, such as family or friends, as well as adventures, experiences and products which they are yet to have consumed themselves.
People are now living longer, which is something that is becoming more of a reality within our culture; people are retiring later, and are becoming healthier due to the accessible resources. A prime example of this is the wonderful Anna Wintour, who is indeed 64 years of ago, however she doesn’t wear an anorak and comfy plat shoes, nor does she stop looking stylish and keeping up to date with technologies and the fashion industry; so why should all of the other older generation nor follow in her footsteps?
There was once a gap between age and beauty, yet Meryl Streep, Emma Thompson, Daphne Selfe, Alexandra Shulman and many other inspirations within the industry have proven that you can re-adventure into the new world, and that within that age gap they’re increasing becoming more adventurous, beautiful and willing to try new things; which is what you’d expect the younger generation to do. This creation within the industry hs driven to older models, such as Bernhard Wilhelm, and the rise in technology blooming within the flat-agers. 30% of American’s between 50-64 years old own their own tablet or iPad, proving that you’re never too old for a new adventure.