The Final Post

 

 

Overall, I feel that using Blogger to create a Fashion Marketing blog has been very beneficial, as I am a fashion student it allows me to understand the beauty of interacting with other Fashion related bloggers and performing a project on a web program (instead of a report). I feel that this tool is very helpful and allows people to be a lot more creative in their work as a blog helps to express yourself.

For myself, I have really enjoyed the overall experience of creating a blog as I feel it makes the Fashion Marketing project  different and refreshing to the other project I produce.

I would highly recommend that the Fashion Marketing project should continue to be produced in a blog format, just because it makes you feel like a proper fashion blogger and in this day and age technology is just going to continue to get better and better.

 

-Allarna

Chaper 7: Marketing Past, Present and Future

What is Branding?: Branding is a name,sign,symbol, colour or design that represents and company or product and has meaning to a customer.

Brand image/Identity: is a visual image of the brand and a summery of the experience in with you would expect from a respectable brand.

How do brands work?:  Brands focus on consumer loyalty and guard against competition, They use their logo whenever possible; e.g, on coffee cups and sponsors, this is free advertising. Having a respectable brand allows the consumer to shop with confidence and is guaranteed a good level of quality,service and product satisfaction. If a brand fails in any or more of these areas the brand identity allows the consumer to avoid it in the future.

The Brand I have chosen to work on is Max Factor. I will be looking at the past and present within the brand. Looking at the development of change over the years.

I then, will be looking toward the future and predicting what branding will be like years from now.

Click here to see 'The Max Factor Story'

 History Of Max Factor: 

In 1914 Max Factor created the first cosmetic made specifically for motion pictures. It was a form of thin greasepaint.
In 1920 he developed the 'Colour Harmony' principles of makeup, which held a 'certain combination of a woman's complexion, hair and eye colouring were most effectively complemented by specific makeup shades.
Then, in 1930 Max Factor created a lip gloss called the 'Lip Pomade'
In 1935 he then produced 'Pan Cake' which was the first commercially available foundation.
In 1947 he then created the 'Pan Stik' which was touch-up stick
In 1953,1952 and 1958  he created the 'Creme Puff' which was the first creme based powder, the 'Erace' which was the first concealer stick to buy off the shelf and the 'Wand Mascara'.
Then, in 1989 he developed the 'Calorie Mascara' which is a timeless and iconic mascara, more communally known as the ' 2000 Calorie Mascara'.
In 2001 a long wear lip stick called 'Infinity', Now known as 'Lipfinity Lipstick' was created.
 and in 2009 the 'False Lash Effect Mascara' was created to 'Take lash volume to another level'.

Marketing History Of  Max Factor: 

Max Factor is a brand with a strong heritage 'rooted' in makeup artistry. Mr Max Factor founded his company in 1909 and was a Russian man who made a name for himself as 'Golden Hollywood's leading make-up artist'. He created looks for some of the 20th century's biggest screen icons such as Ava Garder, but his passion didn't stop with celebrities. Max Factor began making innovative products that the ever day woman could wear. By 1914 he had perfected his first cosmetic product and in major achievement to his credit Max Factor became the authority on cosmetics in film making. Soon movie stars were eager to try the product. This is were his ';fame' really took off.

 The Future:  The opinion I have on the future of make up that is make up may improve its formulas which may allow make up last even longer and may even have anti-ageing propitiates. As well as make up brushes becoming flat making application easier. In the far future, make up could be lazed on making make up semi-permanent or even permanent.

 

Chapter 6: How Issues Effect Fashion.

How can Social issues have an impact on fashion?

Social issues impact fashion by social media. Social media plays a massive role when it comes to fashion. Social media is about advertising, such as magazines, newspapers and social networking sites, like, Facebook, instagram and blogs.

The issues that occur with social media is that people see fashion products in magazines and on web-sites which are on trend and people what to purchase them. As the fashion produced are being advertised it makes people want to part with their money, but as people are earning less and working more they are not earning enough to buy all the fashion products they desire. This means that clothing and fashion products will not get brought from the shops due to people not having enough money to freely spend, Which then affects the companies not making enough money.

 

The thoughts I have on this topic is that social media are right to advertise fashion garment and support the fashion industry, but were I think the problems lie are that the price of the fashion garment it still too high to purchase. If the price of the garment came down, then maybe more people would be likely to part with their hard earned cash, but then the problem may be the way the garments are being produced in different countries and how they are getting paid.

How can Technological issues have an impact on fashion?

Technological issues has a massive impact on fashion. Technological issues link to social media, Social media use technology to advises though blogs and videos. Also, as the years have gone by technology has got better and better, machines are being used to create and cut fabrics, for example, Laser cutters and 3D printers, this makes life easier for companies which then can produce more and make more money. On the down side to this a loss of jobs may occur due to machines taking over peoples jobs and the companies then save money on paying staff a wage.

An example of technology being used in fashion is a 3D Printer.

 

 

These 3D printers are used in fashion to create garments that are three dimensional against the body as well on the catwalk. People are calling it the 'future of fashion'. 3D printing gives you the chance to create exactly what you want, a 'sculptural piece of art'. A full 3D garment takes 40 hours to produce a 8 part garment.

Many people in the fashion industry say that it will most likely become cheaper and and we all will be able to print our own 3D garments, from hats to dress to shoes. Also, knitted fabrics are being made from 3D printers which allows us to knit an whole outfit.

To see the whole story *click here*

 

 

 

There have been a lot of publicity on the 3D printers, there is talk of the printers being used to create a blueprint for future sustainable design and production. *Click here to see Story*

The thoughts I have on the 3D Printer and the technological issues are that hopefully one day the printer can be brought and used in education as a way of learning and experimenting with new technology. I feel that it would make a great impact on students, like myself that is moving into higher education would allow myself to explore the possibilities of technology and how it can be used in fashion, in a innovative way.

 

How can Legal issues have an impact on fashion?

Legal issues has an impact on fashion by the way companies are manufacturing their clothes. Companies are not being fair on the way they treat their staff in their factories and do not help once something goes wrong with/within the factory walls. Companies can get past the legal system by employing underage children to work as well as long hours with no breaks which very little pay. Different companies handle there factories differently, for example, Primark hand out poor wages and long working hours top their staff, but it all changed when the press got a hold of what Primark were doing, so Primark changed, The company was one of the first to help when their factory in Bangladesh collapsed which left to good press. Unlike Primark higher designer labels do not manufacture in third world countries, for example, Mulberry started producing Mulberry bags in the Somerset, UK as they have grown they have had to expand but still do not manufacturer in places like China and India.

 

The way staff are treated in third world counties needs to change, Fair pay is a massive issue due to the long hours and hardly any pay, the working conditions needed to be adjusted to make it a safe environment for them all, But all these positive issues have their own impact, paying the staff a fair wage will end up have an affect on everything within the chain of manufacturing, everything then will become more expensive which in the long run will end up the clothing in the shops more expensive, which then means we will not be able to afford the clothing.

 

 

The thoughts I have on this issue is that world we live in we are treated fairly and with respect within the workplace, but, in third world countries they are not. I am so lucky to have work placements that are the complete oppisite to these third world counties, but have sympathy towards the workers that do not get the same treatmwent as us. I would hope that one day these issues can be put to rest and every worker around the world can be treated fairly.

Chapter 5: Trickle Up and Trickle Down

In the Fashion Marketing lesson this week we got an assignment to produce a power point in pairs, talking about Trickle Up and Trickle Down.   

I decided to produce a power point on Trickle Down, whilst my partner, Carlie Osborne focused on Trickle Up. This is my half of the power point:
 

Trickle Down:

Trickle Up:

 

 



Chapter 4: Trend and Forcasting

Trend and Forecasting

  

What is a Fashion Forecaster?: A fashion forecaster is a global career that focuses on upcoming trends. A fashion forecaster  predicts the colors, fabrics and styles that will be presented on the runway and in the stores for the upcoming season. Fashion forecasting applies to all levels within the fashion industry, Such as Haute Couture, ready-to-wear, mass market and street wear. Fashion forecasters are responsible for attracting consumers and helping retail businesses and designers sell their brands.

What does a Fashion Forecaster do?: A fashion trend forecaster researches what the future trends will emerge in the next season's style. The job requires extensive research on a regular basis by using observations of the public, the internet and meeting with designers. The fashion forecaster builds close relationships with magazines, newspapers and fashion designers. A forecaster keeps a close eye on competition to stay ahead of 'the race' within fashion.

 Click here to read an article on Wendy Bendoni ( A Fashion Forecaster)

This is a yearly fashion calender for 2014:

What is Trend Prediction?: Trend Prediction is were fashion forecasters will predict what styles are in for the next seasons to come, Predicting from the next season to year years down the line. Then Fashion forecasters put together a book that indicates the colours, trims, styles, fabrics, themes, influences and accessories. It is then available to buy for any one that is involved in fashion or enjoys looking and being up-to-date with fashion as well as small businesses. Bigger businesses such as Asda have their own fashion forecaster, This fashion forecaster will soul-ly focus on some colours and styles to condense into the companies own collection, taking certain colours, textures and themes. This then links with trend prediction as they will start to do this process a year before the season will arrive.

This is an example of Trend Prediction for S/S 15:

I think that having trends that can be predicted years ahead can be great, It allows all sorts of people, like, fashion students and companies to look into the fashion future and have a gander in whats going to be 'in', But the thing is, fashion is moving at a very fast pace and we all may get carried away and rush into a trend that are years ahead and haven't had a rest to wear this years fashion. I mean, Its great for companies that fashion forest, but for your 'run of the mill' mum may not get a look in at fashion forecasting so at least there is some surprise and magic left to be had.





Fashion Marketing: Life Cycle Part 2

This chat shows the different levels of the Fashion Life Cycle and the different consumer types. 

Fashion Innovators: Fashion innovators are top of the list, They adopt a new product first. They are interested in innovative and unique features and do not follow other trends. Marketing and promotion should emphasize the newness and distinctive features of the product. 

Fashion Opinion Leaders: Fashion opinion leaders such as celebrities, magazines and early adopters are the next most likely adopters of a fashion product. They copy the fashion innovators and change the product into a popular style. The product is produced by more companies and is sold at more retail outlets. 

Masses: At the peak of its popularity a fashion product is adopted by the masses. Marketing is though mass merchandisers and advertising to broad audiences. This means for the average person the trends and styles have been chosen for them, They don't want the edge like the Fashion Innovators. 

Late Adopters: Late adopters are the ones that loves a sale. The fashion product is often marked for clearance, this invites bargain hunters and consumers to grab a good deal as they aren't too bothered about being on trend. 

Laggards: Laggards are slow to recognize and adopt a fashionable style. They mostly stick to the basic fashion and do not find being fashionable an issue. Just as long as they are happy with a good old pair of light washed denim jeans. 

Fashion Marketing: Life Cycle Part 1

Fashion Marketing: Life Cycle

What is a Fashion Life Cycle?: The product life cycle shows the stages a product goes through over time in relation to its sales and time the trends are around for. Whilst individual products have their own life cycles it is important also to understand the wider market trends.

Fad Fashion:  The fad fashion has the shortest life cycle. It is typically a style that is adopted by a particular sub-culture or younger groups for a short period of time. There has been many fad fashion pieces other years such as leg warmers and and scooby bands. But, for example, The 'Shutter Glasses' that were originally big in the 1980's were back in 2008 due to a popular rap artist Kanye West wearing them in his performances. The 'Shutter Glasses' was the craze for all ages for a  temporary time. As the 'Shutter glasses' were around for a short period of time after the craze was over the glasses were just thrown away and never seen again... Thank Fashion God.

 The Life Cycle of 'Fad Fashion' would last a month.

Fashion: Fashion product life cycles last a shorter time than basic product life cycles but longer than the Fad Fashion products. Fashion is a style of the time or season. A large number of people adopt a style at a particular time. When it is no longer adopted by many, a fashion product life cycle ends. An example of a Fashion product is any trend that is 'In' for that season, For Spring/Summer 2014 the trends are Monochrome, Floral, Pastel and many more. This also includes garments such as leather jackets and clashing prints on garments.
The life cycle for 'Fashion' would be around for two/three months, Depending on each season.

Classic Fashion: Classic fashion styles are the looks that last thought out the year and appear flattering on almost anyone. Classic styles are always a demonstration of truly refined taste.

Classic fashion always starts with the simplest of ideas and is timeless. The colours that are used are always muted and plain, this gives adds to the clasic look of the garments. For example, A mens suite is a very classic piece, There hasn't really been any changes to look of the suite over time, this includes the colour and style. The fit of the suite may change due to better knowlege and tailoering over time, but that is expected. Another example of classic fashion is a Little Black Dress, This never goes out of style and worn correctly can look amazing.

The life cycle of 'Classic Fashion' would be all year around'

Included into 'Classic Fashion' could be your everyday wear, a piece that really never goes out of fashion, this can link to 'Fashion'. For example, Having a black and white pair of converse would be your piece that never goes out of fashion due to it being simple and fashionable all year around, Now the 'Fashion' side would be a pair on converse like these floral ones that would be in for just a season.

Basic Fashion: Basic fashion is the essential items of clothing. The life cycle for your good old basic products are generally the longest due to it being basic, in other words everyone needs they all the time. For example, a basic product would be socks, Everyone needs socks, just your plain black, white or navy blue socks. Another example would be nightwear, again, everyone has some form of nightwear. Every shop would stock your basic items of clothing, including the big supermarket chains such as Tesco and Asda.

Haute Couture and Elite Fashion :  Now, Its a little different for Haute couture and Elite fashion items as they come into a category of there own when it comes to the Life cycle. As haute couture garments are normally one off pieces which is either too expensive or vintage to end up in a land fill right after you have worn it a couple of times, Oh no.. the item is normally auctioned off or sold to another lucky owner which carriers on that garments life cycle. Its the same with Elite, You wouldn't just throw away a item that took you two years to save up for, no, You would sell it. Once you have decided to sell it, it again extends the life cycle of that item. The only time you may see an Elite Fashion item at the land fill would be once you have worn it to death and it falling apart in your hands.. but then at least you got your moneys worth.

I have searched and searched in need of an idea and item that could fall into each of these categories, I will tell you know its hard... But I have finally thought and find a item that falls into Fad, Fashion, Basic and I guess Classic Fashion.. SOCKS. Yes, Socks can fall into each category. For Fad Fashion; You would have the crazy colourful socks with three dimensional Pom Poms and colourful stripes all over the socks. For Fashion; Would be the socks that you would class as 'In Trend', Maybe following the same colour palettes as the garments you would see. For Classic/ Basic Fashion; Just your bog standard black socks.