'The Transition'

Have you ever been so excited for something that when it finally arrives it isn't as amazing as you initially anticipated? Thats how I feel about being home. After finishing my first year in Nottingham and hopefully passing (keep your fingers crossed!) I'm finally back in the land of excessive amounts of sheep and a language reminiscent of something out of a Tolkien book.

Before coming home I awaited the excitement on my Monty dogs face, seeing my family and spending time with my friends but if being a student was hard enough when I was living away coming home doesn't make it any easier. 

how can you not miss this face??!?!

Every student goes through 'The Transition'. From getting used to living alone to then moving back with your parents. From meeting new people from all over the UK each time you go out to putting up with seeing the same people you went to school with 3 years ago in your usual each week (Bunker smoking area I'm talking about you).

Don't get me wrong Cardiff is an amazing place to live but between working 2 jobs and spending the rest of my time watching repeats of 'Don't Tell the Bride' and 'Friends', the realisation that this will be the rest of my summer is sinking in. 

Poorly neglected my blog has lay for the past few months, only occasionally posting work from uni. I have decided for summer to 'pimp' it out, whilst working my ass off, saving for festivals and paying off my overdraft, I'll be posting my adventures to try and ease the transition period.  

If anything the first year of uni has taught me is to appreciate everything that has been given to me and not to waste every opportunity that has been passed my way. 

keep your eyes peeled for more updates xxx 

'Unravelled'

I recently had the opportunity to walk in the Nottingham Trent University first year Fashion Knitwear Catwalk displaying my friend Shauna Mills first year body of work. Her first outfit was a draped orange knitted dress, accessorised with hand printed tights, hand painted Dr Martens style boots and black shorts, styled with wild hair and a simple net bow.

Inspired by a 'Tsunami' her second outfit embodied the chaos of the ocean with a hand knitted  skirt and top in deep blue accessorised with a bin bag cape, hand printed tights and wellington boots with various pieces of rubbish stuck on by hand. Styled with a netted head piece and huge hair, I had a great time and would definitely do it again. 

Diana Vreeland- The Eye Has To Travel

Diana Vreeland: The Eye Has to Travel is an artistic masterpiece displaying the upbringing, inspirations and life time works of renowned fashion editor Diana Vreeland. She had a somewhat troubled childhood, but despite not having any qualifications became the 'Empress of Fashion' for over 50 years. Throughout her reign she launched Twiggy's career and celebrated Barbra Streisand's nose, she saw things in people before they saw it themselves essentially launching a new generation. 

For 25 years Vreeland was the editor for Harpers Bazzar where she became a household name and to this day is an inspiration. She then went on to become the editor-in-chief of vogue, followed by a remarkable visionary at the Metropolitan Museum of Arts Costume Institute , where she popularised historical collections of clothes. The film itself educated me about styles of the 20th century and their history (even if it was over exaggerated by Vreeland herself).

I enjoyed this film very much as before university if you'd asked me "Who is Diana Vreeland?" i would've had no clue but she was the driving force behind so many different factors within the fashion industry I feel ashamed that I had no idea. A definite recommendation for anyone wanting to work within the fashion industry. 

Introduction to Photoshop

As a fashion communication & promotion student, it is essential that I get to grips with photoshop and eventually (hopefully) be able to use it at a professional level. I consider myself a good 7/10 with computers and I find it relatively easy to pick up on things but photoshop is somewhat confusing having only ever used it 2 times before. As you can see by my notes I wrote everything that was going on down in order for me to attempt to do it on my own (fingers crossed). 

By the end of the tutorial seminar I created an oriental themed mood board by using such tools as creating and naming layers, distortion and the elliptical marquee tool. I found the relaxing atmosphere in which we learnt what the tools were very useful as I didn't get distracted or lost with what was happening. I also found it very easy within my group to ask others around me who had more experience with photoshop for help. 

Retail Activity

Following on looking and evaluating brands in seminars, in groups we were given a task to go out around the streets of Nottingham again and look for examples of mens trainers, mens jeans and women's dress', critically evaluating an expensive, mid market and cheap item from each. We were also asked to investigate the 7p's and consumer for each shop and item that we found. In a group of 6 we split the items between us then, when presenting our findings to our seminar group, neatly placed them into a powerpoint presentation. I enjoyed looking at mens trainers with my partner in the group as it gave me a chance to once again get familiar with my surroundings and talk to new people but to also apply the marketing techniques that we have newly been taught to actual shops and items. 

Cheap- Duffer Trainers- JD

•Product

JD- trainers, menswear, womens wear, sportswear, casual

Duffer- Trainers, menswear, hats, belts,

Black, blue and white trainers- male colours, cheap version of more famous brands

•Price

£15 reduced to £10, offer in Sale

•Place

On a stand with other popular trainers placed around it on offer, highstreet store, up against other consumers such as foot asylum and footlocker located next door, online shop (Duffer and JD)

•Promotion

Duffer- brand promotion, no other ways of promoting themselves, not a hugely well known brand, words like ‘OFFER’ scattered around the trainers, consumer= men/teenagers/ young adults. 

JD- expectation of good shoes from a well known brand, 'chavy', TV adverts, billboards, sales items presented on a sale stand

•People

people on hand in the shoe section

franchise brands- Nike, Converse, Adidas, Fila, Puma

•Process

when sold given in a shoe box, try before you buy, a variety of sizes

•Physical Evidence

Good service, bright and inviting colours (not gender specific), shoe section at the back of store to complete outfit when walking around

Mid Market- New Balance- Foot Asylum

•Product

New Balance- trainers (indie, hipster) unisex, lots of different colours and styles cater for all needs, high in demand, all of a sudden urge for the brand

Foot Asylum- fairly new shop, popular, trainers,  menswear, streetwear

•Price

£69.99- value for money considering their popularity

•Place

Highstreet, websites (both new balance and Foot Asylum), Internationally known, shoes take up half of the store, right next to the entrance, goes around in a circle, bigger arrangement in shoes, expensive looking

•Promotion

Stylish interior to shop, placed on their own stand with the name clearly shown, ‘UK exclusive’ well known international brand draws in consumer, billboards, TV adverts 

•People

On hand friendly staff in shop on hand to help you choose the shoe you desire and find the right size, celebrity worn shoe

•Process

Can try before you buy, when bought comes in a box and in a plastic backpack bag, everyone wearing them (popular) makes you want that ‘look’

•Physical Evidence

Staff very friendly, know their facts about each type of trainer, less harsh lighting in store (luxurious), certain style of interior different to most shops.

Expensive- Nike Air Max Light- Size?

•Product

Nike- shoes, sportswear, women’s, men’s, accessories, sponsorships

Size?- street wear, accessories, all menswear, collectable trainers, special edition trainers

•Price

£100, expensive shoes all in store, some mid range though

•Place

Exclusive small shop (more personal), shop located in a more smaller exclusive part of town mixed with brands such as Fred Perry and Ted Baker. Trainers located in a glass case (importance), Nike globally known, size? Is internationally know, both have websites.

•Promotion

viral adverts, television adverts, Size? Mainly relies on word of mouth, A-board outside store, exclusivity, both have websites, Nike endorsements include the Olympics and many well know athletes

•People

Not much service on hand however as the shop is small you can see everything and if anything is needed they’re just an ask away, celebrity endorsements for Nike.

•Process

Air Max trainers almost vintage (brought back), when bought you get a box and a paper bag, dressed professionally.

•Physical Evidence

More of an in shop experience, try before you buy, edgy different shop, well laid out modern and stylish

Brand Seminar

Within todays seminar following my introduction to the process of fashion marketing we were asked to choose a non fashion brand and apply the 7 p's to it. I chose the energy drink brand Relentless as they are a popular globally well known brand.

Product:

Energy Drinks, young, trendy, stylish, appeal to sports and street, edgy, colourful, won't go out of style, constantly evolving, new flavours always, 

Price:

cheap, affordable, but a bit more expensive than other energy drinks- pay for the quality, high expectation, always available, 

Promotion:

TV, cinema, celebrity, appeals to a more young hip and cool market, pop up stalls (Reading Festival), relentless truck, Extreme Sports, Skateboarding, Motor cross, 

Place:

Globally well known, has a website, sponsorships

Process:

colourful packaging for different colours, well known logo (graffiti esq. street, urban) 

Physical Evidence:

Pop up stalls/shops, feel involved with the brand fully

People:

Celebrity endorsements, Sport sponsorship

After individually doing this task we then in groups, did the same thing but for a high price designer brand. My group chose Chanel as again its a globally well known popular brand. 

Product:

mens wear, ready to wear, couture, women's wear, d'art collection, cruise and resort wear, fine jewellery, watches, bags, shoes, sunglasses, eyewear, perfume, makeup, skin care, books, notebooks, pens, nail varnish, sportswear

Price:

high end, lowest price is makeup £25+ 

Place:

concessions in Selfridges John Lewis, fashion stores in fashionable cities, online shopping

Promotion:

TV adverts, most promotion for perfume (most affordable for the everyday woman), magazines, legendary adverts, celebrity endorsements, film, TV series, reference books, fashion shows, billboards, "The mark of class" Karl Lagerfeld, iconic, brand history, vogue features

People:

Karl Lagerfeld, Chanel makeup counter workers, exotic good looking staff, good customer service, well dressed, groomed (Chanel image)

Process:

dress everything in packaging, tied up with a bow

Physical Evidence:

Personal shoppers, experience in store, trial attitude, whole experience (greeting, champagne)

Both these activities helped me to get a grasp on the 7p's in order to use them within further work, I also found them very enjoyable to delve into a brands identity. 

What is Fashion Marketing??

"meeting the needs of your customer at a profit" 

Professor Phillip Kotler

"Creating irresistible experiences that connect with people personally and create the desire to share with others" 

Saul Colt

"Products that dont come back and consumers that do"

 Steve Dawson

Within todays lecture we thoroughly discussed the ins and outs of marketing I found this very interesting as I have only ever brushed over the surface of marketing fashion within A-level textiles, we looked at a few key terms in which marketing is defined

. analytical

. targeted

. personal

. persuasive

. conversational

. timely/ immediate

. responsive/ human

This was very useful as I am only just being introduced to marketing as a career within university it is very easy to get confused and sidetracked on the actual meaning of it, defining it into terms makes it easier to understand. I was also introduced to the 7p's (more commonly known as the 5p's) of marketing, these are:

PRODUCT

PRICE

PLACE

PROMOTION

PROCESS

PHYSICAL EVIDENCE

PEOPLE

Fashion marketing is different to other industries as it is based on need, it manufactures desire and no other economy associates so closely with the designer and no other industry like fashion displays its work on a runway (essence of marketing). Marketing fashion is led my season, trend and the media without which nothing would be marketed. The fashion industry is huge and items can be trickled down to the high street or urban styles can be bubbled up, no other economy can define itself as being so closely inspired by its consumer. No other industry or product has such a fundamental part within its economy for celebrities. 

'The A-Z of Mod'

On my recent trip up to London to visit a friend in university I purchased this book for a little bit of light train reading and immediately got hooked. Mod styling has always been an interest of mine (having a dad like mine its a must), being introduced to bands like The Jam, The Who, The Specials and The Small Faces at a young age has stuck with me for the past 18 years of my life.

The book itself goes into detail about everything Mod from the classic parka to the Atlantic Records company who signed artists such as Otis Reading and Aretha Franklin. A definite must read for anyone who is interested in Mod fashion or if you're just curious. 

Fred Perry Moodboard Activity

Todays activity entitled us (being pre prepped) to create a physical mood board depicting our favourite designer or brand. Being an eclectic person I like a lot of  different brands, mainly menswear as I am an androgynous dresser and feel a mens shape on a female form can be extremely flattering and stylish. My favourite brand is 'Fred Perry' as I love the classic polo shirt but the history of the brand itself and the different sub cultures you associate with it including the 'mod' culture of the late 70's and 80's. 

Within the mood board seminar activity we were asked to create different variations using the same images in which we brought with us including magazine snippets, print outs from the internet and our own photography.

I feel that this helped to create different looks and inspirations for us as students, it also gave us an opportunity to move around our photos before sticking them down in order to finalise the look. 

(My finished mood board) 

Nottingham Street Style

The aim of this first task while at university was to portray Nottingham's individual style, as well as for us, in groups, to start to become familiar with the new city we will be living in the for the next 3 years.

My group decided not to focus on one specific type of person but to find a wide diversity of people when choosing who to photograph, we then had to upload it onto the university Pinterest (link provided) and present our findings to the rest of our seminar groups. 

I thoroughly enjoyed this task as I aspire to become a stylist one day, looking and analysing the way in which people dress helps to determine sub cultures and personality traits within a person. Here is what we found...

The general vibe of fashion that I depicted around Nottingham is that there isnt one style, the clothes are widely diverse from the 'Mod' style right up to 'Punk' inspirations and touches of 'Glamour'. I especially loved finding couples who style themselves similarly very much like 'The Kooples' adverts/marketing strategies. 

http://www.pinterest.com/fcp1streetstyle/nottingham-style/

Pre Arrival Activity

In order to help ease us into the course we were assigned a pre arrival task to explore what we would bring forward to a brand or designer in order to fully market themselves and push their brand forward, the art of communication fashion itself is forever changing through different styles, brands and the evolution of new technology hybrids. 

In my personal opinion through use of these new technologies fashion has taken the forefront into manipulating social media in order to digitally market clothes and designers. With the click of a button or the swipe of a finger we can now efficiently feel fully involved in our favourite designer or magazines work. If I was to bring forward an idea of a way to market a brand in this day and age it would be through use of the app Instagram.

Instagram is a photo sharing app for android or iPhone, which enables you to crop edit and share personal photos online, through use of Instagram it allows you to quickly link between magazines, designers and celebrities forming a huge mass marketing community. The app itself makes the audience feel involved within clothing's development all the way through to its adventure down the runway.

Instagram allows for designers, magazines and celebrities to socially intertwine their work for example Vogue magazine posted hourly updates and first looks at Mathew Williamson's collection at London Fashion Week (LFW) creating an @ link then to the official and personal Instagram of Mathew Williamson himself, allowing fans to then experience his view on the collection.

Vogue magazine also happened to post a photo of Alexa Chung and Pixie Geldof at the catwalk for Erdem, this gave the view of a fan, while then going onto the linked girls Instagram's from their photos you can have the view that they have for the show itself. 

This pre arrival task opened my eyes to the idea of using traditional marketing strategies in an untraditional way. In groups we discussed our findings, it was interesting to listen to the different ways in which different people decode what they see. Other ideas that my piers brought to the table were re-occuring styles (80's, 90's, acid wash, 'Friends') and the concept that its about the whole shop experience including window displays and staff interaction. 

Follow me on Instagram: @sophiehowellss