Fashion Communication and Promotion is a fairly new type of course. Fashion courses are no longer limited to just designing the clothes. The rise of interest in fashion as a career has sparked universities to create courses catered to those interested in other aspects of the industry such as marketing, advertising and PR. I view my course as being heavily focused around marketing and advertising, while always considering visual aspects, so bringing in a little bit of graphic design too.
1. Trend Report
This is the first report I handed in. You'll find more about this project in some of my previous blog posts, but in a nut shell, we were given an area of fashion to focus on, our being mens outerwear, and from this we chose a specific trend and created a report about this trend. I chose to focus on shearling. The first part of the report focuses on this trend in advertising. We were asked to look at how brands portray the trend. Do they target it at a young or older consumer? Do they make it look luxurious or edgy? Why did they choose to photograph it in that location? These are all questions we had to ask in order to understand why certain choices are made, so that when we come to create our own ads, we understand what we are trying to communicate.
I then went on to look at the history of shearling. From its uses in film and TV, to its historical origins. Understanding where shearling originated helped me to understand its journey to how we wear it today.
2. The Fragrance Project
I'm currently still working on this project, however these are a few shots from a report I created about our initial ideas for a fragrance brand. The fragrance project is made up of four tasks; generating ideas as a group, analysing these ideas in an individual report, choosing your idea and presenting the brand to the course - along with a logo, print ad, video ad and packaging, and finally, another individual report discussing your ideas for promoting this brand for the next year. All our reports have to be presented visually, which can incur quite hefty printing costs, but it's very satisfying seeing your work printed professionally. I personally love designing the layouts for our reports!
For those who are interested in studying this course, or perhaps just want to understand the subject a little bit more (mum and dad, I'm looking at you!), I've put together a little post explaining some of the work we do on the course.
1. Trend Report
This is the first report I handed in. You'll find more about this project in some of my previous blog posts, but in a nut shell, we were given an area of fashion to focus on, our being mens outerwear, and from this we chose a specific trend and created a report about this trend. I chose to focus on shearling. The first part of the report focuses on this trend in advertising. We were asked to look at how brands portray the trend. Do they target it at a young or older consumer? Do they make it look luxurious or edgy? Why did they choose to photograph it in that location? These are all questions we had to ask in order to understand why certain choices are made, so that when we come to create our own ads, we understand what we are trying to communicate.
I then went on to look at the history of shearling. From its uses in film and TV, to its historical origins. Understanding where shearling originated helped me to understand its journey to how we wear it today.
2. The Fragrance Project
I'm currently still working on this project, however these are a few shots from a report I created about our initial ideas for a fragrance brand. The fragrance project is made up of four tasks; generating ideas as a group, analysing these ideas in an individual report, choosing your idea and presenting the brand to the course - along with a logo, print ad, video ad and packaging, and finally, another individual report discussing your ideas for promoting this brand for the next year. All our reports have to be presented visually, which can incur quite hefty printing costs, but it's very satisfying seeing your work printed professionally. I personally love designing the layouts for our reports!
3. Presentations
Presentations are a big part of this course, which can sound a little daunting. Talking to a large group of people is my worst nightmare, but the course gradually leads you in to this; you always present as a group and you start off presenting to small audiences. This is such a great skill to have and I'm thankful the course has pushed me to do them.
This particular presentation was part of our fragrance project. We had to present our chosen idea for a fragrance brand back to the course and lecturers. There is a heavy focus around understanding our consumer on the course; every decision we make has to be backed up by research. Why will our branding appeal to our consumer? Where will our consumer see our advertising? What is going to make them want to buy our product? In can get a little tedious, but it's a skill we'll practice every day in the real world.
The course has a great mix of visual and creative aspects, as well as learning about the more serious marketing side of fashion. If you have any more questions about the course, then feel free to email me!
Aderyn x
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