EP - Girls Pocketless Clothes, FINAL Evaluation

Through this project, the ideas were derived from the research directly. I think in-depth research allowed the final outcome to be stronger as it pinpointed the issues, who to contact and also how to appeal to them. Constant feedback from the target market also allowed the outcome to fit for them and its purpose, considering their views altered the colour scheme and idea selection to accurate for the market. Also, a big influence on this project was past research, from OUGD601 and in-depth understanding of social media advertising, and how to manipulate this media.  This showed how theory can be applied cross modules.

The weaknesses of this brief were the time management, the project ran over the time due focusing on other work in January/December. Also, funding was an issue with this brief, the outcome could be applied to across different media, possibly more suitable media (Pin and Patches to fit current trends) if there was more funding available. The Logo would have been preferred in Gold over pastel background as this is more recognisable, but this was not possible on Badges or Mirror, also not for social media. The coloured screen prints aspect also had a few issues, due to the screen being damaged but could not be redone due to time limits and being 3 coloured layers.

A 3-month break was taken from the project, this was to focus on other deadlines but mean the project last over it’s intended timescale. There was also a few issues with the production of the outcome, as the company creating the Mirrors etc took weeks longer than promised to dispatch. This caused a lot of stress, and also repeated contact with the supplier as it was out of my control. I‘m of the opinion this was due to it being a student project, not a live brief.

The software used for these brief focused on Illustrator, as this is the most suitable and easy to manipulate type as well as being industry standard. Photoshop was used to create the product image for print, as the supplier defined this, also so they could make any needed edits. Screen prints were created to add a personal touch to the packs with lacked this before. Also to take advantage of the gold ink available in this media to print on a range of pastel surfaces as this is the cheapest, fastest medium for multiple similar prints.

Overall I’m really very happy with the final outcome, I feel the product, the range of media used, distribution channel is fit to target the correct audience. Whilst the overall campaign came together very well visually as well as functional. The in-depth research violated the issue need, allowed the issue to be understood and then to pinpoint how to change this.  The study of current trends also allowed the item to relevant.

EP - Girls Pocketless Clothes, FINAL OUTCOME PHOTOS

FINAL OUTCOME PHOTOS

EP - Girls Pocketless Clothes, Send off box Research

Send off box Research 

need a box to send off items, need to fit a A5 print, and the other items.

-NEED TO BE BIGGER THAN A5

-NEED TO BE CHEAP

-NEED TO BE HERE FOR DEADLINE/PRINT SLOT

 -too expensive 

-too expensive for one item, need more 

PERFECT, CORRECT SIZE, HERE INTIME AND CHEAP

EP - Girls Pocketless Clothes, Target Audience

Target Audience 

Target Market- 
16-35 year olds
None Gendered, 
Low disposable income, in the UK, 
Heavy social media presence, 
Will be up to date with pop-culture/social media,
Will watch little TV and read little magazines
Live at home or in their first house 
Care about social presence, don't want to do anything damaging to future job prospects

GENERATION Z STERETYOPES

'MILLENNIALS ARE, LIKE, so 2000-and-late. Marketers now hope to sell stuff to kids born after 1995—so-called Generation Z. And this latest demographic designation is just as removed and reductive as any other. This is how marketing firm FutureCast puts it: “They view their identity as a curated composition.” (So ... selfies are a thing!) “All it takes to change their outward identity is a simple swipe and an upload to Instagram.” (Swipe to upload?!) But fine, we’ll play along. After rigorous review of marketing reports and press coverage, here’s a portrait of your new sales target: the screen-swapping, painstakingly curated, social-good-performing Gen Zer (as imagined by Gen Xers). 
Considers Katniss Everdeen from The Hunger Games a role model 
Ranks Lorde as a favorite artist 
Uses Facebook as an “information hub” rather than an “engagement platform” 
Knows someone who uses gender-neutral pronouns 
Employs five screens 
Prefers YouTube influencers to Hollywood celebs 
Loves Snapchat and can’t live without YouTube 
Deletes Instagram photos to optimize likes-per-photo ratio 
Checks social media 100 times per day'
https://www.wired.com/story/generation-z-stereotypes/

-cares about social media likes (photos need to improves these, seem cool not old fashioned)
-checks social media largely/daily (keeps up to date, will know if it backlash)
-interacts more with snapchat and Instagram then Facebook (make the focus Snapchat and Instagram then Facebook)
-works over different screens, eg phones, laptop, ipads (outcome will have to apply to all screens)

-less engaged in politics
-short attention spans
-interested in technology over school

“Generation Z takes in information instantaneously,” she said, “and loses interest just as fast.” That point is not lost on marketers. In an era of emoji and six-second Vine videos, “we tell our advertising partners that if they don’t communicate in five words and a big picture, they will not reach this generation,” said Dan Schawbel, the managing partner of Millennial Branding, a New York consultancy.

-links to essay discussions

' If integrating with the channel is vital to the success of the campaign, what aspects of social media have changed the theory of advertising for this medium and what changes need to be supplemented into the adverts to work on this medium? Matthew Garrahan discussed this area, exploring how the new platform has effect the way consumer interact with the advertising content. 'The emergence of new digital platforms and services means brands must also rethink the way they sell their products. For example, Instagram and Snapchat have different audiences and require shorter, punchier ads compared with traditional 30 second TV spots' (Garrahan, 2016) Garrahan explains that as the consumer engagement with adverts has changed that adverts needs to reflect this, they needs to be faster, easier to understand and rememberable to work on this platform.' 

-HAS TO BE EFFECTIVE QUICKLY

'But the difference between generations goes much deeper than choosing Snapchat over Facebook.'

-USES SNAPCHAT AND INSTAGRAM THE MOST, MOST BE IMAGE HEAVY

https://www.nytimes.com/2015/09/20/fashion/move-over-millennials-here-comes-generation-z.html

'“Young people feel much more emboldened to express their own sense of style rather than mimicking a peer-accepted uniform or dress code compared to previous generations,” said Rob Callender, the company’s director of youth insights. “In short, there’s a strong ‘you do you’ ethos among teens today.” “This group seem much less attached to traditional gender binaries or linear definitions of sexuality,” said Lucie Greene, a trend forecaster at J. Walter Thompson, the advertising giant. “It’s all about individualism and the right to be whatever you want.”'

-links to the idea of staying genderless, do not conform or support traditional genders therefore must ignore these
-less conformist then other gender, more unqiue
-more open minded 
https://www.nytimes.com/2015/09/18/fashion/how-to-spot-a-member-of-generation-z.html?_r=0

• Wealth and equality continues to trend higher as important.
 • Interest in political affairs continues to decline.
• Decreased involvement in institutional affiliation.
• Increased networking on a peer-to-peer level.
• Optimism about the future continues despite social distrust.
http://www.huffingtonpost.co.uk/entry/apathetic-teens-generatio_n_1323577

Ofcom reported that -''Some of the older participants in the qualitative research are concerned about the impact of sharing content on their reputation among friends and family, and some of the younger people about the impact on future job prospects.'' Therefore this means that to meet the intended market the outcome will have to take no offensive, or damaging nature so the users can safely apply it to their profiles . 

'Generation Z is the first cohort that, engaging and interacting with screens, doesn’t think of a living room TV as the go-to place for news and entertainment. Older generations had must see TV; Generation Z has must-see viral videos, shared through social media. For broadcasters, advertising firms and advertising clients, connecting with Generation Z means perfecting messages in eight seconds, finding ways to differentiate content for a hyper-paced social media sphere and engaging in a way that’s educational and entertaining. It means connecting with Gen Zers where they are: online.'

-MAKE FAST ADDS
-DIFFERENTITATING CONTENT FOR THE SOCIAL SITES
-ENGAGING IS FOCUS

When it comes to diet, Generation Z relies heavily on family and friends for information, and also for preferences and habits. They are influenced by what they see older generations doing and tend to parrot many of their healthier-choice habits. 

-PAY MORE ATTENTION TO VIEWS OF OTHERS

-APPRECIATE ADS WHEN THEY ARE DONE WELL
-TUNE OUT ADS LESS/PAY MORE ATTENTION

-WATCH ONLINE VIDEOS

https://www.visioncritical.com/wp-content/uploads/2016/10/GenZ_Final.pdf

Overall Considerations

-cares about social media likes (photos need to improves these, seem cool not old fashioned)
-checks social media largely/daily (keeps up to date, will know if it backlash)
-interacts more with snapchat and Instagram then Facebook (make the focus Snapchat and Instagram then Facebook) make it more visually based 
-works over different screens, eg phones, laptop, ipads (outcome will have to apply to all screens)
-interested in technology over school, make it very social based, work without need 
-more open minded, make sure no offensive to everyone  
-has short attention span, make fast ads
-engagement is their focus, they care about this. this how to connect with them 
-they like ads, if done well (will engage if it's good)
-visually based market
-care about their social look, outcome will have to take no offensive, or damaging nature so the users can safely apply it to their profiles . 

Demographic Examples

Case Studies

EP - Girls Pocketless Clothes, Pastel Change

Pastel Change

due to feedback need to change to the target market feedback, prefer this design/colour

UPDATE-

ALSO NEED NEW STICKER, HAVE OTHER COLOUR OF EVERYTHING ELSE

new sticker colours 

EP - Girls Pocketless Clothes, Social Media

Social Media 

CAN HAVE FULL NAME!!

CANNOT HAVE NAME AS TOO LONG, NEED TO CHANGE TO INCLUDE POCKETS 

changes -
AFTER FEEDBACK NEED TO CHANGE TO PASTEL
NEED TO USE CORRECT SLOGAN
NEED TO MAKE THE BACKGROUND BETTER 

 new background

LOOKED MUCH BETTER, PASTLE COLOUR SCHEME WORKS BETTER, LESS TACKY, LESS AGRESSIVE 

EP - Girls Pocketless Clothes, Screen Print Poster

Screen Print Poster

The screen print poster will be print versions of the logo, along with the slogan and the hashtag. THE AIM OF THE PRINT IS TO EXPLAIN THE CAMPAIGN, as simply as possible.  Give the content to the outcome and pack, whilst promoting social media interaction.

This will also be a set of print express the campaign logo, and a hashtag link to the social media campaign. AIM IS TO CREATE SOMETHING THE AUDIENCE WILL SHARE, HAS TO BE VISUAL PLEASING.

design-

use other type-

ADD COLOURS AND SLOGAN-

 

MAKE IT ONE OF THE COLOURS SO EASIER TO SCREEN PRINT -

purpler works best.

FEEDBACK- ASKING ASKING FOR GROUP FEEDBACK, the pastel design works better, use this one and print this one 

THE WHOLE CAMPAIGN SHOULD BE CHANGED TO THIS.