Overall Evaluation

Evaluation of the photoshoot & fashion film

La Maroc Fashion Film

look book

https://mixam.co.uk/share/58c1f14a27f3bf1e4892dc0c

Above I have shared a video of my look book. Over all I happy with what I have produced with the time and  experience that I have however I know if I had more time a lot would be different for example more outfit changes better camera and editing skills. 

I feel that for the type of brand I am producing a look book for that the quality of the photography and editing should be at a higher standard. although I have gained many new skills whilst making this from photography skills working at angles trying to get the perfect shot is not as easy as it looks. my editing skills are also improving along with my abilities to uses several different applications and software from phone applications to photoshop. 

Tags & Packaging Development

All the above are what i have previously created for my collection, although at the time I liked elements of what I had produced I know I need to improve, my branding style, Name and packaging in order for it to look high end. Ensuring my target customer would be pleased with the packaging and product.

Above all of the different style boxes I hope to experiment with to ensure I create a luxury styled press pack. I have chosen these shapes as they reflect the some of the shapes within the prints in my garments. And I have also chosen sand coloured boxes to reflect the sandy dessert tones from morocco. 

Laser cutting and engraving has not quite worked how I had imagined in fact it looks awful. I was quite difficult trying to ensure that the branding was centred. its safe to say this was a major fail. I will now look into how I can possibly do this another way, maybe by cutting out the shape with logo using the laser cutter and sticking the card on top. ideally this is not how I want it to look. however due to cost and time I need to make this work to the best of my abilities with the materials I have at hand.  

Laser engraving, although I like how this looks its not as effective as I would like it to look. Again I look at different ways to improve this however, the most cost effective way would be to use card on top. again I don't really want to do that however Im thinking if I use a different colour it may work better. I will test the gold tones on top. 

After a few attempts at getting the shape right this was the best, I will try this on good quality card and see how it works. 

My 1st attempt at making my phone case packaging. as you can see it didn't really work. the intensity of the cut was far too high. it took a few attempts to get it right.  

After many attempts this was starting to come together however the size was not quite right and I am unsure of the colour I may  try it out in different types of card in different colours. 

Here is a sample of a box I was hoping to use for sweets, However the colour of the lip is too bright and does not work well with my colour palette. I think I may pass on the idea altogether as i have looked into glass jars as I feel a glass jar would look a lot better, however it wont come in time for my deadline. 

Mini boxes, I simply used my logo and cut out a smaller box to stick on, I like how these look however if i was to do these again I would you a darker coloured box I think.  Thats just me being particular. 

After testing different colours for this style box I am still unsure which I like best therefore I have decided to use all three one for each phone case. I love the contrast of the shininess and the matte look. I feel these have a sleek finish however if I was to do these again I would adapt the size slightly. 

As you can see its been quite the journey I had intended on using my prints to create my swing tags however as i further developed my designs i slowly came away from print and went for a high end slick finish using golds and copper colours. the reason being when i had looked at my previous research about colour in morocco I came across the fact  that Gold is a very important element within moroccan design. but also symbolises spiritual wealth and is also believed to ward off evil. I thought this maybe a nice touch to add. 

This is the final look for this box I am really pleased with how it turned out however the card cut out is not perfect and if I was to produce this on a wide scale I would like to use copper as that would look better for a high end luxury brand.


Development of swing tags 

Development of keyring's 

Final keyring well I had hoped this would be the final keyring however It snapped when trying to add the chain on to it therefore this is no longer suitable for my brand. in order to produce a better quality keyring I would need thicker wood and due to my time scale I wont be able to do it. 

Development of clothing labels 

Photographers

David Bailey (1938 – present)

David Bailey is a British photographer, best known for capturing the spirit of the Swinging 60s. He has a straight-forward and clean style, but at the same time imaginative and thought-provoking, like shown in the image below. In 1960, Bailey landed a contract as a fashion photographer for British Vogue and he also did a lot of freelance work throughout the era, photographing iconic figures of the time like The Beatles, Andy Warhol, Mick Jagger and many more. 

The reason I have chose Bailey is because I really appreciate his photography and how he captures the model. I hope to do the same within my fashion shoot and film by making the model the main focus within the shoot. One thing that impresses me the most about his work is how he captures light and shade. Not only is Bailey's work impressive he has worked with many fashion magazines and has created a name for himself within the industry. As I do not have much experience with fashion photography I will try my best to create a shoot which is of  a high standard ensuring that my target market is in mind. 

Victor Demarchelier

Demarchelier is another successful photography that has worked within the fashion industry for a long period of time. There are several reasons why I have chosen to take inspiration from him. one reason being that his work is simply beautiful in my opinion  the shade in his photography makes the photography appear very realistic. The model stands out along with the surroundings this is something I also hope to achieve within my look book. 

Photo shoot plan

Below is a link for for a FENDI fashion film which I have taken inspiration from for my own fashion film. the reason I decided to use this fashion film for inspiration, FENDI is a high end brand that has the same type of target customer I believe this type of fashion film would be suited to my brand La Maroc. In order to create this fashion film and look book I have decided to create several boards for inspiration taken from my collection and this style of film.

 https://vimeo.com/183618452

I feel the techniques used throughout this fashion film fit my style of branding its has a high end feel and finish. I like the contrast of the boomerang movement with the style feel and the general vibe of the film is something I want to portray within my own fashion film. I will create something like this making small shots and merge them together to create a mini film to promote my film.

LOCATION: This location is west kirby beach in Liverpool.
The reason I have decided to use this type of location is because its best suited to my theme as my collection is inspired by morocco I feel the sandy tones will complement the style of clothing and my warm colour palette . 

MODELS: This is something I have struggled with, in terms of choice I was unsure wether to use a more middle eastern model or a western model. however as the main point of my brand is about fusion I decided as the location will look quite moroccan I will use western models with western features. In contrast with the styling and prints I believe this will work I am yet to test this. 

STYLING: As my collection is not made yet I have decided on looking at garments in similar shapes and colours as mine. I also intend on using gold jewellery as the gold complements my collections colour pallet. I intend on my model to wear ankle boots as I used boots throughout all my line ups and design progression so I feel it will carry on the consistency with the brand image. 

MODEL CHOICE: the reason I have chosen model is because I feel she fits well with what i am trying to portray within my campaign also my target customer. Not only does she have the look I had hoped for blue eyes with blond/brown hair she is young and fun. I feel that this will compliment my brand and help me create the best look possible. 

High end magazines

Research on high end magazines where does your branding fit and why?

Here are three different high end fashion magazines I have decided to look at.

Above: Harpers Bazaar is the first choice the reason I decided on this magazine is it has the same type of customer with a high end finish. The style of this magazine and the techniques used are something I hope to add to my own magazine. I like the layout throughout with the choice of images contrasting with text. although the writing is visible it does not take away from the image.

Above: ELLE magazine a popular fashion magazine that has many different eliments within it from fashion, styling and colums. This is a high end fashion that advertises for various high end brands such as Prada and burberry.  this magazine is aimed at young fashion forward women who love to shop and learn new things about fashion as well as take inspiration. ELLE magazine also has a sleek finish this is something I hope to reflect in my magazine. looking at the layout what stands out to me most is the fact that the main focus is on the photography this is something I hope do do within my work. the editing on this image is simple yet effective lighting is everything within photography in my opinion. 

Add caption

Above: Vogue magazine probably one of the most popular high end fashion magazines purchased. its a classic and has been around for a long time world wide. Vogue target customer is well dressed women who love fashion with a interest in seeing whats new in fashion and  designers. I intend on creating a magazine that has elements of each of these magazines as I believe my target customer would appreciate a magazine with a high end finish.  Again the photography is simple yet effective the focus is on the model this is something I believe is classic yet works really well. I hope on using elements of the above to inspire my own photography. I will also look at different photographers that could also inspire me. 

Identity

La Maroc Identity

Concept: Modern Fusion

Codes: Colour & Print

Values: Empowering, Inspiring & Acceptance.

La Maroc as a brand is modern fresh and had the ability to fuse two parts of the world together. the main focus of the brand is the use of colour and print. As colour and print when worn can not only be empowering but inspiring to others that being said would allows acceptance of fusing two different cultures together.

Packaging research

both visual and written

I have created a few mood boards within my sketchbook looking at different packaging, swing tags and business cards in order to inspire me to create some quality looking products that will work well along side my collection and brand La Maroc.

The mood boards above have several elements I would like to include within my own press pack, such as the boxes with minimal colour used yet they look very sleek. appealing to high end shoppers who are willing to spend for that extra quality.

I intend on creating swing tags, packaging and business cards which will be unique to La Maroc's identity with my target customer in mind. I will experiment using different materials such as glossy crd matte card woven fabrics leather wood and possibly some form of metal to ensure that I have tried out the best possible look. once i fine what works I will then use that same material throughout my press pack.

Research on competitors

when looking at the facts and figures about my two competitors Christian Dior and Chanel its clear to see both companies are well established and have a large customer base around the world if i was to this would be something I believe would be unbelievably hard to contend with as both of these companies have been around for a long period of time however  both companies started off small. I think the main thing to take in to consideration for La Maroc is quality, if quality products are produced at a high standard and are presented in a beautiful way, with good advertisment and maybe celebrity endorsments I believe it is possible to compete with such brands. but it will all come down to how your brand looks and how it is marketed. 

looking at both of my competitors I know that i have to produce the highest quality press pack possible. including a look book and fashion film. as both of these brands regularly produce new advertisements and campaigns promoting each collection produced. 

Proposal

What will you press pack consist of?  what promotional tools and techniques will you use?

- My press pack will inclued swing tags, packaging for accessories and a look book. I will also create a fashion film to promote the collection on a wider scale. using various techniques such as photography, film, film editing applications such as cameo and photoshop.


What is the name of my collection?

- After much deliberation I have decided on calling my collection La Maroc which means her morocco. la is a french word meaning her and Maroc is a used in morocco when referring to the country its self. I feel this would sit well with my target market as I believe it has a high end look and feel to it with the element of french and arabic merged I believe it makes my brand unique.


Briefly describe your target customer?

- My target customer would be female, aged between 20- 35, she will have a annual income of 25 k plus, she is a High end shopper, traveller, she is  cultured, young, fun, loves colour and is not afraid to wear prints.


Describe the style of branding I have chosen? why did you chose this style of brand? analyse how the branding fits with the target customer for your collection?

- I have chosen a more high end style of banding as I believe its what my target customer would expect from this kind of brand. my aim is to create high quality finish press pack and fashion film, taking inspiration from other high end brands such as, Chanel, Fendi & Prada. i will create my look book using a good photography camera and then edit my pics if needed using photoshop. I am looking in to several applications to make my film as I don't have much experience in making films, I may use phone application or my macbook depending on how complex it may be. My colour palette through out will stay the same warm tones with a lot of scenery, I intend on creating a slick shoot, the main focus will be on the details and and the model as I feel a lot of high end brands do this often.


What marketing strategies do you hope to use to promote your collection?

With my collection and branding being aimed at a high end market I hope to promote my brand by making my fashion film as a form of advertising and a look book as i believe this is something that works well for many high end brands such as Balmain and Fendi.


What season will the collection be for how will you reflect the season in your promotional branding?

The La Maroc collection is a autumn winter collection, I will use a lot of warm and sandy colours which will reflect the the season as well as the sandy tones of morocco as morocco has inspired my collection greatly. i will create this using different materials from warms tones of different cards, metals and wood for those sandy tones.

What will you use your sketchbook for? analyse" journey, layout and critical analysis.

I will use my sketchbook to present all the experimentation I will do in order to create the best standard of work. I will start by creating a customer profile board in order to keep me focused on who my target customer is.  I intend on using mixed media throughout my sketchbook, photography collage, layering, digital and laser cutting.  I want to continue with the same style I have previously used throughout my design assignments for this collection using sandy tones that represent morocco.

What intentions do you have for photography/ photo shots and or video image making ideas? how will these target the customer? how will you ensure these methods and techniques match the style of branding you hope to achieve?

I intend on doing a photoshoot using one or maybe two models wearing similar designs as my collection has not been made yet. I will use these images to create a high end look book as well as my fashion film. I will research several high end designers in order to take inspiration ensuring the needs of my target market are met. I will firstly do a test shoot to ensure that what I hope to produce is at the right standard testing the location, the backgrounds, style, hair and make up.


Evaluation and progression- how will you continuously evaluate your progress throughout this project? why is reflection important? how will you critically evaluate?

reflecting on my progress throughout. I will do this by taking photographs of what I produce, upload on my blog and talk about how it works or does not work. This will be done for everything I present within my sketchbook, swing tags, packaging, photoshoot prep and general research.

Defining a Brand

here is the group mind map on defining a brand which helped me gain a lot of knowledge on how to define my own brand which I will make my own mind map for to explore ideas of how i  I can personally defy my own brand. 

Pen Portrait

illustration workshop

Critically assessing illustration techniques below

This advertisement I find really interesting and quite fitting to my concept, due to hexagon shapes used which almost look like a mosaic pattern. However I do not believe the brand has shown its true identity, as I don't know what brand is, as the logo is not not visible. This style is quite minimal, with a simple colour palette. I would say the target market would be young on trend women. The use of photography in this image is quite cool and simplistic. What I find most interesting is the use of shapes and how the body has been displaced. I will use this for inspiration, and experiment creating illustrations that could possibly used within my press pack. The styling within this advertisement is similar to my collection in terms of the shapes of the garments worn by the model. As well as my brand identity & target customer as I believe the target customer for this advertisement would be young fashion forward women who take pride in what they wear.

Here is another interesting way to advertise by Levis, I love how simple this is and the use of hand writing and how it looks like the models hair.  I would say the target market would be for young, cool and hip women who like the more laid back approach because the general vibe of the advertisement is quite chilled minimal make up is used on the model suggesting that she is happy within her own skin. I feel like this advertisement id quite clear you can see the Levis logo clearly. Although I really like this advert I don't think it would work well for my concept as this style of advert contrasts with my brand, style and customer base. Because my brand is aimed at a a fashion savy woman who would dress up rather than a chilled laid back approach on life.  However I may take some inspiration from the lettering used and replace them with shapes or patterns taken from my own prints created for my collection. 

This advertisement is very interesting, however I am unaware of who the brand is as this has not been made clear. I believe it would help if the brand logo was somehow placed within the advertisement this would allow for the audience to understand who the brand is. I believe the target market for this would be similar to my target customer, who likes high end fashion, and is not afraid to wear  vibrant colours or patterns. I may take inspiration from this advert as I really like this use of colour and pattern with the minimal posed photography. I could possibly recreate this shoot my taking simple posed shots of my model and add shapes and patterns from my own collection of prints.