Brand Everywhere

In a recent lecture, we ran through various brands and their unique story and successful advertising. I liked a couple of the brands mentioned and wanted to further my research into them. We were shown a Tiffany ad from 2016 that was a hashtag #lovenotlike taking in social media trend of liking things and mixing it with their brand of the Tiffany iconic love pendant. There was even a snapchat filter used in the campaign, trying to cater to a millennial consumer. I love the incorporation of New York as a place as well as thats the brand's heritage.

Aesop was another brand mentioned that I found interesting. Each Aesop store has a unique interior design. Its a brand that doesn't advertise but you feel special once you discover it. I can say I definitely felt like this when I first found it! It is more about the indulgent product experience and less about false promises. It takes a modern minimalist approach. The experience is in itself powerful branding. It makes you want to embrace physical stores in an online world. Its a moment of sanctuary and calm. They even adapt their aesthetics based on the locations which are carefully thought about.

Love, 

Shaleen

xxx

The Naked Brand

In our new project on brands, we have to know the market and consumer behaviour. This documentary explores how the consumer has more control than ever with the sales of a product. Consumers want to trust the brand therefore they should avoid fake promises and rather focus on transparency. Consumer confidence is low even though advertising spending is high. However, old methods are failing with the rise of social media posts where people would rather get something because others are too. Its also a way to be more green and sustainable by having less print ads and more on the internet. They used examples such as a Chanel ad from 2004 that cost $25m but only 4m watched it on YouTube. Reviews on Amazon and Yelp give power to the consumers and the product sales. One bad review can make you question the worth of what you're about to buy. I definitely see the trends that were talked about because a lot of what I buy is from recommendation from bloggers or people I know, not necessarily the advertising. It relates to the fragrance industry too with independent retailers thinking more about reputation and the actual product than promising things they may not be able to deliver.

Love, 

Shaleen

xxx

References: https://www.theguardian.com/sustainable-business/naked-brand-questus-transparency-marketing

Fashion Brands

Mark Tungate's book about the history of fashion brands was really interesting and I learnt quite a lot. I felt like after each chapter I needed a break to take it all in. I feel no where else would I have got so much information in one space. It not only talks about the brands but has to mention the industry works as a whole as well.

'Only when the marketers get hold of garments do they magically become 'fashion'

Right at the beginning of the book on the first page I liked this quote about the marketing strategies to consumers to make them believe they need these things. Thats the entire point of branding and selling that the book explores in every aspect.

'You can dress from head to toe in Gucci - that proves you're rich but it doesn't prove you have taste'

I thought this was really funny because its true. People have become blinded by names and logos that they don't put an outfit together because it looks good. Not to say designer apparel isn't trendy but there is plenty of cheaper options that are. This chapter was all about how consumers mix brands, high end and high street to create their own style. Fashion is an identity and you create your own with your take on clothes.

I couldn't possibly talk about every chapter because there were so many intriguing ones like the one about the collections. Fashion shows are so exclusive that any details I read about them is so cool.

Love,

Shaleen

xxx

The True Cost

Underneath the glitz and glamour we are unconsciously aware of the hidden problems and ethical issues in the fashion industry. I had watched documentaries in high school of the use of sweatshops but this particular film hit another level of horror. I was unaware of some of the things explored in the film. The collapsing of the Rana Plaza after many workers complained, shows how little their voices matter and they are paid very little for the money the company produces. To put this inequality in perspective, they earn less than $3 a day when Zara's owner is the second richest man in the world. The pressure on the factory owners from the companies in the West that there is suicides from farmers and beating of workers. So there is no say and if you protest, you could be asking for a death wish. It doesn't help that they have chosen to put the factories in Bangladesh where there are no rules. It was definitely heavy to watch. The issue with fast fashion is people can use it to solve their problems through consumption, aka. retail therapy. Bloggers and Youtubers are also feeding this making you want to shop when you just have and don't need to. The system is very problematic. There is no quick answers to this problem. It is definitely the ugly side of fashion. The supply chain has changed from the US used to produce 95% in the 60s and now only 3%. Theres a high price for fashion. The bargains make it easier for us to wear it and after that selfie the product is useless and you need another one to feel less depressed. It was a very powerful watch.

Love,

Shaleen

xxx

References: https://www.huffingtonpost.com/jasmine-bager/review-the-true-cost-docu_b_9463386.html

https://www.harpersbazaar.com/culture/film-tv/reviews/a11041/the-true-cost-documentary/

https://www.nytimes.com/2015/05/29/movies/review-the-true-cost-investigates-high-price-of-fashion-bargains.html

House of Z

During reading weeks I had a chance to watch more fashion documentaries. One that took my interest was House of Z focused on designer Zac Posen. I'd heard of him before but couldn't put face to name. He's young and he had a fall that we watched him come back from. The first half of the film is optimistic following his beginnings and early career to see where he come from. He is known for one of a kind dresses for clients. Posen worked with his family, all creatives, growing up in artistic neighbourhood SoHo. However, the downfall slowly creeped up on me where he said he was hiding behind a facade to keep interesting. The company was no longer a family business anymore with lack of money being the root of problems. It was interesting to see the mindset of Posen and learn about his creative process and the industry. I didn't know his dress was inspired by the ceiling of the Guggenheim! It has a lot of hope and new perspective by the end. It was moving, feel-good and left me inspired.

Love,

Shaleen

xxx

References: http://variety.com/2017/film/reviews/house-of-z-review-1202393226/

Do/ Story/ How to tell a story so the world listens.

I recently finished a book, it was a quick read, that was like a little handbook of tips on storytelling. It included real scenarios and anecdotes which I love to read/listen to. It takes me a long time to find a book to read and I cant remember the last time I had read a book. Its quite autobiographic of real stories that the author had come across which I found interesting. Although not all the morals or stories were thrilling to read. My favourite quote wasn't actually from the numerous of quotes written in red inside the book but one in the midst of the writing.

'todays children seem to lack the will to dig deeper, preferring to surf the immediate.'

I find this true and it links to my last blog post about young people in this generation.

Love,

Shaleen

xxx

Reflecting on Uni So Far

Uni has been a whirlwind of emotions so far. Moving away from home was definitely an adjustment, (I still don't like having to cook for myself.) Not only this but moving in with a bunch of strangers and having to make friends for the first time which I had seem to have forgotten how to do being surrounded by the same people my whole life. Every new school I had started I always had a best friend start with me so this was different. I don't think anyone can prepare you for this and being the older sibling I didn't have any guidance. I had heard stories about the good things about uni but no one really told me the harsh truths. For example, you can feel lonely even surrounded by a bunch of people. I have met a lot of people but some of those I don't speak to again. I find that I am particular who I become close to and I don't like to force friendships. Thankfully, one of my flatmates is my kind of person and we get on so well.

My course is amazing, not only the course itself but the people around me are all like minded and its exciting that I can meet people so like me. My course is everything I expected and more and couldn't be happier with my choice to do this degree and at NTU. I know so many people who are unhappy with their course and have considered dropping out so I feel lucky that I am not in that position! I feel so inspired and driven learning everyday especially after the NY trip which reminded me why I am at uni. I have just finished my first hand in and I feel so proud having worked through it for a very long time. The course is fun but also challenging and I like it that way. Second term has been quite a change from first term with the trip, then deadlines and now 2 weeks of reading. I can't wait to start the next module and continue going out again.

                                

                                 Love,

                                  Shaleen

                                  xxx