Airbnb Re Branding

Reading Week Activities

Reading Week 

Book:

Fashion Brands: Brand styling from Armani to Zara

Tungate, M  (2012)  
ISBN: 0749464461

Once a luxury that only the elite could afford, fashion is now widely accessible. While brands such as Zara and Hamp;M have made fashion an affordable choice for the mass market, sports brands such as Nike and Adidas have transformed the image of their products from merely practical to fashionable. How has this transformation occurred? Fashion Brands explores the popularization of fashion and explains how marketers and branding experts have turned clothes and accessories into objects of desire. Full of first-hand interviews with key players, the book analyzes every aspect of fashion from a marketing perspective. It examines how advertising, store design and the media have altered our fashion sense. The new edition includes chapters on fashion bloggers and the rise of celebrity-endorsed products.

Video:

Design in a Nutshell: One-Minute Animated Primers on Six Major Creative Movements

http://www.brainpickings.org/index.php/2013/06/11/design-in-a-nutshell-open-university/

From the fine folks at Open University — who have previously brought us delightful 60-second animated primers on philosophy’s famous thought experiments and the world’s major theories of religion — comes Design in a Nutshell, a lovely six-part series of their signature animated primers on six major design movements.

Gothic Revival gave us many of the ideas that changed architecture, includingthe magnificent vaulted ceilings of European cathedrals, and without it Lewis Carroll may never have given us Alice in Wonderland:

The Arts and Crafts movement emerged as a rebellion to the negative impact of mass-production and the Industrial Revolution, and its romantic ideals still reverberate today:

Bauhaus, one of the 100 ideas that changed graphic design, revolutionized design education by introducing a cross-disciplinary curriculum and embraced the intersection of innovation and inspiration:

Modernism emerged from a disillusionment with history after the World War and spanned every corner of creative expression, from art (e.g., Agnes Martin) to music (e.g., John Cage) to design (e.g., Charles and Ray Eames), becoming the single most influential creative movement of the 20th century:

After The Great Depression erased consumer demand, American industrial designset to out rebuild the world of tomorrow and reignite people’s appreciation for objects by making things that previously didn’t need to appear attractive now sleek and desirable, effectively bridging form and function and ushering in The Century of the Self:

Postmodernism criticized modernism for having failed at reinvigorating society and set out to transform culture politically, philosophically, and creatively, pushing society to question why things are the way they are:

3-Part BBC Documentary on Perfume

The Modern Consumer

Friday Lecture - The Modern Consumer

Pre-Digital Consumers

• Limited choice/information/price/negotiation
• Limited supply/dialogue/redress
• Relatively powerless
• Old marketing methods

Modern Consumer - The 'Smartphone' Influence

• Connected
• Active
• Engaged
• Mobile
• Open
• Impatient
• Demanding
• Powerful
• Access to Information - brand/peer/structured/real time
• Choice - greater supply/global market/faster manufacturing/improved logistics

The New Market

• Two-way
• Targeted 
• Interactive
• Reactive
• Effective
• Mobile
• Fluid
• Efficient

New Marketing Methods

• Creating a dialogue
• Informing not selling
• Informed by consumers not marketers
• Shared values - trust/integrity/authenticity/involvement/respect/community

Consumercentic Marketing

• Social media
• Art of the trench - Burberry - Photo sharing/brand ambassadors/set up in 2009/ http://artofthetrench.com
• Mass Customisation
• Democratic
• Supportive

Principles

• Facilitate conversation
• Provide a platform
• Offer access
• Encourage participation
• Enable storytelling
• Provide information
• Share learning
• Reward involvement

Brand Objectives

• Lead
• Validate
• Engage
• Nudge
• Support

5 Key Trends

• Mobile
• Video
• Upgrade
• Image
• Social

BIG DATA

• Wants
• Needs
• Profile
• History
• Time
• Location
• Connections
• Incentive
• Privacy

The Future Consumer

• Technology - 3D printing/Nano
• Authenticity
• Immediacy 
• Customisation
• Resourced - sustainability/sharing
• Ethics

Market Research and Trends

Friday Lecture - Market Research and Trends

fcp research methods from Michelle Hughes on Vimeo.

• Primary Research - original/own findings
• Secondary Research - existing research

“Fashion used to come from one source at a time, be it the street, the runways or the entertainment business. The interesting thing about today is that influences come from high and low- everything from couture to Target.” - Michael Kors

TREND RESEARCH ANALYSIS

• Short Term - Brand/Consumer/Competition/Media/Product
• Long Term (PESTLED) - Political/Economy/Sociocultural/Legal/Technology/Environment/Demographics
• Who uses Trend Research? - Product Designers/Managers/Graphic Designers/Buyers/Merchandiser/Marketing/Retail

TREND TIMESCALES

• Megatrends - 10-50 years
• Socio-Cultural Trends - 5-10 years
• Consumer Trends - 2-5 years
• Behavioural Trends - Months to 1 year

TRENDS FRAMEWORK

• Megatrend - Impacts of Climate Change
• Socio-Cultural - Environmental and Social Awakening due to Climate Change
• Consumer - Urban and Educated Youths re-thinking Consumption 
• Behavioural - Green Practices

DOMINANT TRENDS

• Megatrends - Globalisation/Digital/Environment/Health and Wellbeing
• Socio-Cultural - Ageless Society/Body Perfection/Networked Society/Personalisation/Globalisation

"Going around museums and galleries, seeing films, talking to people, seeing new shops, looking at silly magazines, taking an interest in the activities of people in the street, looking at art, travelling: all these things are not useful, all these things do not help me, do not give me any direct stimulation to help my search for something new. And neither does fashion history. The reason for that is that all these things above already exist." - Rei Kawakubo 2013

Categorisation

Can branding be a form of personal expression?