Sunday, 27 February 2011
Another idea I picked out from Mulberry's research was the handbag features form the products advertised in the advertisements and extracted the straps and logo and replicated it using various medias and techniques to see which sample I preferred and would like to use in my designing process.Firstly I started out with a pencil draft on the 3d form of a bag and though of different ways I could change it to make it suit a different target audience of a high street, couture and ready to wear market level. Similar to the other sample I used a cutting out method to reveal the underneath layer and though it would look good for bulky packaging if I layered up different fabrics and paper to make it stand out to a couture market level as it takes a lot of time and effort to make it more personal. I think this technique worked well but I could have improved it by adding colour to make it youthful and energetic like the Mulberry advertising. Other medias I used was masking tape and Biro to highlight the features with two contrasting colours to get an idea of colour schemes would work taken from shades used in advert sing of the props using bold colours. If I were to improve it I could merge all the techniques together to create different textures and patterns revealing other colours over and under the features. The last media I used was a collage of different textures and colours to uplift the main features of the handbag. This worked very well but I could reduce the amount of texture and print it on the bag but have selected sections that are touchable... similar to a baby's book educating them in animals by making it TOUCHY FEELY.
We collect and get given packaging everyday for to make our purchases appeal and stand out to us. Whether it's your local cafe on the corner or a worldwide branded coffee company they all make the effort and compete to impress the customers by the detail of the packaging. What's the difference? Well all women appeal to detail and cute pretty things and they know the difference between printed gift wrapping, scented paper and ribbon and just a plain plastic bag, the winner is easily decided! We all fall for it though, don't we? I have been gathering a selection of different bags and packaging from different high street shops using different medias to recreate and sample but to use as evidence to be able to get ideas from for my designing process. I have tried to recreate the nets of this packaging and drafted patterns to make use of whilst designing but have adapted to make it more innovative. How many people throw away fliers and leaflets? We all do it! In this case they came in good use to place in my sketchbook and provide inspiration for future design extracting the colour scheme, shapes and ideas. It's not much harm to actually read what the brand is about is it?
Saturday, 26 February 2011
What's the difference?
They both sell clothes, that's the important thing but people are too proud nowadays and believe they have to fit into a lifestyle of a celebrity.I've been through the stage of buying something cheap at a shop just to get the bag and grown out of it, but to be honest we all experience desperation at a point in our lives but what makes us?
I like the fact that I can't afford such expensive garments because it allows me to appreciate fashion as I know it and what is available to me. Remember we are all WALKING ADVERTISEMENTS...
Tuesday, 22 February 2011
Remember the other posts about gathering a sleeve head and shoulder seam well putting a gathering strip in the back bodice was the final stage of completing a perfect gathering sample. I found this the hardest part of all three sessions because I had to make sure I didn't catch the gathering strip in the bodice and make sure that I sewed neatly and made sure that all the parts were eased into place. Overall, I am happy with the final outcome as the gathering strip turned out very neat and sewing all the sleeve head, back bodice and shoulder seam was successful.It could be improved by making the over locking neater at the neck line and using a nicer fabric to do the sleeve head with.
What do you think, would you try it?
Obviously being me I couldn't keep to the limit of 250 words and went over by a a lot but I managed to get everything in that I wanted to.I don't think anybody takes count of the words they use, do they?
Do we all aspire to live the lifestyle of a rock star?
The two brands I am going to compare and contrast in this essay are Viktor& Rolf and Adidas developing my knowledge on all elements of advertising and how these brand display and advertise their brand identity. I will look at the target audience, colours scheme, method of advertising they use, USP of their product, message behind the advertisement and mood in which is created in the advertisement.
VIKTOR & ROLF'S WEBSITE HOMEPAGE
ADIDAS WEBSITE HOMEPAGE
MAGAZINE ADVERT - PARTY
MAGAZINE/ BILLBOARD ADVERT- ATHLETISM
Both these brands have similarities as they share the same area of fashion of constructing garments so their brands appeal to all audiences but it depends on whether people just admire their products or can actually afford them. They both use innovative styles and themes throughout their advertising experimenting with aiming their brand at different target audiences depending on the trend analysis. Furthermore, they both have an affordable label that can be purchased by any target audience or lifestyle. Moreover, they promote their brands through the catwalk to allow the audience to preview their products in a conceptual manner. The difference between the way they present their garment son the runway is that Adidas accompanies other brands to complete the collection whereas, Viktor & Rolf have a fashion show based on just their brand identity. Adidas don’t host a catwalk for just their clothes because their target audience isn’t usually aimed at such a high level but has extended their brand identity to be better known throughout different market levels throughout the industry.
Viktor & Rolf is suited to a Couture/ Ready to wear market level and aimed at an older target audience evidently shown by the innovative advertising and exquisite tailoring used to construct their garments. The colour scheme used in Viktor & Rolf is a variation of different shades and tones from a neutral colour palette. The light pink provides the meaning of love and romance and white symbolises purity creating an impression that the product is expensive and one of a kind. This provides innocence to the brand identity suited to a feminine woman. Using the method of comparative juxtaposition the brand advertises with contrasting colour of white and black providing power and authority to the garment sending a message to the audience that women are just as equal as men in strength. The website is structured maintaining continuity of these colours targeting a specific target audience and lifestyle. The USP of this brand is the investment of a quality product and the personalised packaging and innovative ideas of boxes and bags allowing the audience to feel like they have experienced the lifestyle in which Viktor & Rolf have to offer. Similarly on the website and their presence on the runway they tell a story and create an adventure for the audience to experience online but also up close giving the audience an insight of their visionary. Both perfumes Flower Bomb and Eau Mega have separate target audiences with Flower Bomb suited to a relaxed and a natural lifestyle creating a soft and happy mood through the natural form of the model without any props or clothing creating an impression that the essence and aroma is extracted from a rural surrounding. Whereas, Eau Mega uses the method of exaggeration in the advert to enlarge the model making her look as if she is high in authority as the image is enhanced suited to a more mature sophisticated lifestyle creating a calm and relaxing mood and atmosphere. All of their perfume adverts are popularly used in fashion magazines and they use the same advert of both these perfumes and haven’t developed on the perfumes to release different editions like the high street do creating an impression that they don’t need to as people buy into the brand.
In comparison Adidas is aimed at a younger target audience and a High street market level using a bright intense colour scheme to allow the products to stand out in Vogue and Elle magazine as it will contrast to all the couture and Ready to wear brands. The continuity of blue and white features in Adidas’s packaging or garment ideas. Blue signifies restful and calm complementing the meaning behind white which is purity both supplying the brand identity with an optimistic image. Adidas is used to sponsor sports events and matches but in return it advertises the brand suited to a sporty lifestyle. Compared to Viktor & Rolf’s website there is a lot more information and the web design is standard and suited to an audience of any age. Whereas, the website for Viktor & Rolf is customised to the brand identity with specific shapes and navigationally formatted in an innovative way with minimal content but more visual information. Adidas has advertised their brand identity through many different methods of: Accumulation; comedy and celebrity endorsements giving the audience an impression that they can live within a different lifestyle whilst wearing their brand. The inspiration for the advertising if often a lifestyle of partying or sport conveying a happy and exciting mood and atmosphere making the brand’s products something positive to invest in. Similar to Viktor & Rolf they share the same USP of buying into the brand to fit in with a lifestyle as Viktor and Rolf exposes authority and confidence whereas Adidas reveals a fun and joyful lifestyle because of the facial expressions shown in the advertisements. The packaging of Adidas uses the blue and white colour scheme and prints their logo on all additional packaging of swing tags and bags. Similar to Adidas Viktor & Rolf uses the same packaging methods but structures an innovative packing idea to suit each target audience.
In conclusion both of these brands are successful at advertising and both create an impact and start trends appealing to different target audiences. They both share the same quality in packaging as they aim their products at a higher target market and have to present their products in a creative way. Both brands present their brand in an eye catching way on billboards and magazines but Viktor & Rolf’s advertising is less common as their brand identity is usually advertised in different ways to Adidas. The brand most suited to me is Adidas because of the price and the availability of it even though I admire Viktor & Rolf’s clothes and products it is impossible for me to own any of their clothes or perfumes. In my opinion many people would save or have an option to spend a lot of money on Viktor & Rolf’s brand identity but I think Adidas will continue to become more popular as it has expanded into a worldwide brand and can be available and affordable to anybody of any age or gender. What do you think?
Monday, 21 February 2011
In this attempt I used a photograph and collaged the font on top of the products trying to create layers similar to the advert.Compared to this advert I think my attempt is similar but could be improved by using photo shop to insert the text to make it look more professional to suit a high street market level and young target audience.Overall I have found similar colours and used the same positions and shapes so I think I have replicated this advert very well for my first attempt. Do you have any thoughts or ideas how I could improve?
In this attempt I thought that the overall image was too challenging to replicate so I extracted the colour scheme to use for future reference in case I wanted to use it for my advertising campaign or packaging idea. In my opinion I think the colours are fairly accurate but to improve I could have zoomed in to different sections of the photograph and replicate either the design or structure of the garments to change into a 2d or 3d format.
In this simplistic image I attempted to replicate this advert as it was easier to reproduce. Overall I am happy with the outcome but I bet your all wondering that she looks nothing like the model but it was the closest I could get to this advert.I tried to find accessories and garments that I owned that could create a similar image and they worked well together but I could have edited this original photograph in photo shop to make it look similar to the model.
In this attempt I think I have made a good effort to recreate this advert using the same colours, shapes and patterns and allowed my sister and her friend to pose in a similar manner to the model's in this advert. I could improve by analysing the advert closely and using the exact colour scheme to make it look similar and use older models or edited it in photo shop to make it look more professional.
JEAN PAUL GAULTIER
In this attempt I took a photo graph and edited it in photo shop and found it rather difficult to get the right contrast and tone in the background and after so much effort I still didn't get a precise colour but got a close attempt. I added more detail on top of the photo graph of the logo and perfume bottle to give it a 3 dimensional look by collaging the exact font to make it look more like the MADAME advert.What do you think about these outcomes or do you think they could be improved?
Thursday, 17 February 2011
The next problem was then my hoody. But it wasn't just the hoody the machine decided it didn't want to work and I had to un pick button holes which if you know they are an absolute nightmare.
Finally I unpicked them all and my hoody has recovered but what a stressful time it was!
Just to top off the day though the vending machine ate my money and didn't want to give me a drink so I complained and left a note for the dinner lady and guess what on the way out checked if it would give me my money back and a Diet coca Cola bottle popped out. JUST MY LUCK!
I was running late for the bus and I bet you think that I missed my bus but fortunately I got on and didn't get left behind.
The process to put gathers in a shoulder seam is very similar to gathering a sleeve head but I found it more time consuming because you had to make sure the measurements were precise and accurate.
MANUFACTURE PLAN FOR PUTTING GATHERS IN A SHOULDER SEAM.
1.Cut out pattern in fabric.
2. Over lock around all of the bodice
3. Draw a 1.5cm seam line with tailor's chalk from notch A to notch B.
4. Change the stitch length to 4 without back tacking and sew either side of the 1.5 cm seam line.
5. Pull both of the loose threads to create gathers in the bodice so that the shoulder seam measures 15.5 cm. (This includes the seam allowances and the finished length of the shoulder.)
6. Change the stitch length back to 3 and secure the gathers by sewing along the 1.5cm seam line making sure I back tack.
Wednesday, 16 February 2011
Last week we created a gathered sleeve head. I thought about it and I realised I'm not the best at gathering.
What am I going to do?
Luckily I managed to get through it and produce a good sample.
I thought I would write down the manufacture plan if any of you out there want to attempt this technique. Don't worry its not as bad you think.
MANUFACTURE PLAN FOR A GATHERED SLEEVE HEAD.
1. Cut pattern out in fabric.
2. Over lock all around the sleeve.
3. Draw 1.5cm seam line with tailor's chalk from the start to the end of the gathering notches.
4. Change the stitch length to 4 and without back tacking sew either side of the 15.cm seam line.
5. Pull both of the loose threads to create gathers on the sleeve head making sure it measures the length of my original sleeve head.
6. Secure the gathers by sewing along the 1.5cm seam line making sure I back tack.
Sunday, 6 February 2011
My final outcome came out better than I thought as the additional reverse applique filled in the negative space and made both sides of the accessory symmetrical. I managed to keep everything aligned and neat and all the problems I had which wasn't very many were solved in time for the deadline date. I managed to incorporate 3 workshop techniques into my final design and two of my own which were inspired by the research I did on Alison Willoughby. In think that all the shapes work well together to provide volume to the shoulder and add layers to the lining of the fabric.If I were to improve on this final design I could have made the bottom of the accessory neater or piped or added gathering at the bottom to give it some detail and draw some attention to it.