Bloggers Event, Company magazine, Fashion, Fashion Promotion

Company Bloggers Fashion Event

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Last Thursday I was lucky enough to attend the Bloggers Style and High Street Company Event; hosted by the Company Magazine which was such an incredibly fashion event, combining all of the big bloggers with the best of what the high street has to offer! With names such as Primark, River Island, Warehouse and Yumi; the event was so individual as the fashion collections are available to buy from stores now! This extra factors was a real eye opener, and the bloggers themselves were available to discuss their reasonings and colour pallets. The fact that there was a real sense of high street style made it available and accessible to all; from teenagers to young adults!

BLOGGERS: Megan Ellaby for Asos, Emma Hill for M&S, Coco’s Tea Party for Next, Patricia Bright for Oasis, Hannah Louise F for Primark, Kavita Donkersley for River Island, Doina Ciobanu for Yumi and Amy Bell for Warehouse.

As well as this, the event offered free makeup and tutorials, nail sessions as well as hair styling; the interactivity was perfect for the event, and with names such as Paul Mitchell and Bargrooves, it is no wonder the tickets sold out within a week of releasing them. Located in Tobacco Dock, the event was also so personal, and the lighting, positioning and the whole decor fitted the mood spot on, and the whole event was so eye opening and helpful for not only fashion bloggers, but those interested in fashion and the high street brand. If there were to be another event held by company, I would not hesitate one bit to go, the whole scene and professional catwalk was just incredible, a real eye opener to what is out there today.

http://www.company.co.uk/magazine-hq/bloggersstylethehighstreet2014

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Fashion, Fashion Promotion, Rave Plus, Ravensbourne

RAVE PLUS

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Ravensbourne Lectures:

  • Industry Projects
  • Workshops
  • Short Courses
  • Career Advice
  • Business Mentoring

Ravensbourne Lates:

  • Speakers
  • Industry Advice
  • Influential Speakers

Ravensbourne Shorts:

  • Technical Skills
  • Business Skills
  • Personal Development

http://www.ravensbourne.ac.uk/rave-plus/

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Fashion, Fashion Promotion, Fashion Trend Forecasting, Vogue

Fashion Trend Forecasting

RETAIL ASSEMBLY Trend Forecasting online workshop

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:

  1. Observe the raw data
  2. Spot patterns to form hypothesis as to how the situation might unfold
  3. Test the hypothesis

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?

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Couture, Fashion, Fashion Promotion, Oscar De La Renta

The loss of one of Fashions Greatest

Oscar de la Renta at his fashion show at Neiman Marcus-  Chevy C

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. 

http://www.oscardelarenta.com

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Art, Christian Dior, Competitors, Fashion, Fashion Promotion

SWOT of Dior

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. 

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Culture, Fashion, Fashion Law, Fashion Promotion, Polarity Paradox, Throw Away

THE POLARITY PARADOX

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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:

‘Gym memberships have increased in the UK, however the country is in danger of surpassing the 2007 prediction that 50% of the nation will be obese by 2050’ According to the National Obesity Forum.

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.

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Beauty, Campaign, Competitors, Fashion, Fashion Promotion

The work behind a Campaign

  • First of all, a press release is pushed to the audience to announce campaign a year in advance – making the product desirable, making them realise just what is coming and to inform the press. 
  • Then, the company will tip off fashion magazines and press so it gets around to everyone; causing excitement.
  • Twitter, Facebook and Instagram are also key to promoting the campaign. conversation about the brand. 
  • The press are therefore interested in the designer to make the product, then get  photographs of it, then it gets sent to PR enabling them to have physical products to show, then exclusives are pushed again with pre released images. 
  • The, all of this information reaches the media, the interest to the customer and is given to the audience in sections: 1 glossy, 1 weekly, 1 cover, 1 sunday newspaper. 
  • They then pick the images, no one has the edge to the other they all have to have the images at the same time – 2/3 months before hand, a teaser. 
  • Possibly an interview with the designer, something to tell, the story is then told about the collection or product. 
  • Beginning of November more images are released to all medias, final push – billboards on oxford street, placements are then chosen and bought for maximum promotion.
  • Then when the product is realised, a follow up story is created, and normally the words ‘SOLD OUT’ are used – meaning a sense of exclusiveness.
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Fashion, Fashion Promotion, Haute Couture, John Galliano, Margiela

The return of a familiar face

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Early this month it was confirmed that the quirky, eccentric and all round adventurous fashion guru John Galliano is to restart his fashion career and has been appointed the Creative Director of Masion Martin Margiela. After the company having a slight quiet period over the last year or so, Margielas was ready for a creative boost, and a change within the company to boost the promotion of the famous brand, and there is no one better than Galliano for this position. He is expected to show his first deigned for Margiela in January during Paris Couture Week, including the ready to wear. Since leaving Dior, Galliano has been a loose cannon within the industry, and being under the watchful eye of the brand would do him some good – which in a statement to Vogue he very quietly agreed to! This is now something that I will be constantly watching and checking, as Galliano was one of the biggest names within Dior, and definitely left his mark

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Chanel No.5, Christian Dior, Competitors, Fashion, Fashion Promotion

THE COMPETITOR

Chanel-No5-Film-Gisele-1The biggest competition of the Haute Couture world, Chanel, has just released their new Chanel No.5 advert; created by Award Winning Director Baz Luhrmann including the beautiful Gisele Bundchen, it is such an interestingly passionate new promotional element to the brand. Let alone it is set in the beautiful, dreamy land of New York’s Queensboro Bridge, the whole setting, theme and narrative of the advert is beauty, as well as the luxury in living somewhere so beautiful. Adverts such as these cause such a threat to Dior as it has pushed the opposing brand into the publics eye, which is exactly the opposite of what Dior would have wished for, however this is so common within the industry.

‘In the end, it’s about romance and passion – and I want to spend weeks in the Chanel archives!’

Luhrmann wanted to create something desirable, something that all women wanted; a successful career, a luxury house, a beautiful daughter and the lifestyle which was portrayed, meaning that women will buy into the dream to have their own journey that Bundchen is displaying, they want success, and having the perfume will bring this. 

Now, we simply need to wait to see how Dior reacts, as J’adore and Chanel No.5 will now be the two main adverts to watch this Christmas, as the final push for promotional aspects of the perfume industry begin.

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Chanel, Christian Dior, Competitors, Fashion, Fashion Promotion, Fragrance

DIOR vs CHANEL

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When looking at the competitive market of the fashion industry, there are two names in the couture world which have battled it about for years and years: Chanel and Dior. These two are the giants of the couture world, and have such a targeted market, however, product placement and store placement are vital for this competitive market, having the best position within the market. This can be set up through the companies themselves, they choose exactly where they’d like a new store to be built, or is can be done by organisations such as John Lewis, Boots and Selfridges. 

When you walk into the fragrance section at Selfridges, first on your left you’ll find Dior, right at the door, and about 6 meters away you’ll see Chanel. This close placing of the leading brands is no coincidence. As I am interested in Dior, this was such an incredibly experience to be able to talk to the experts about the fragrances, and a chance to smell, touch, hold and get to grips with Diorissimo, which is such a magical smell. The two companies often find an overlap with the customers visiting, as they go to one first, then visit the other. Both are very sophisticated in look, and the colours are very monochrome to allow the products to speak for themselves. This is a perfect technique, as both brands are so well known, they can keep their publicity to a minimum and allow the products to speak the dream and the story behind the brand. 

Selfridges is the perfect place to find both Chanel and Dior, and both are such in-depth brands, but Dior, in my opinion, in this store has prime placement as you have to walk past the stand to get to Chanel; perfect for the competitive market.

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