Fashion Communications Midterm

Commercial photography

• product distribution

• more money, less freedom, more perfore

• more glamorous and sexy

• digital/to sell product/crisp/defined

• global advertising, catalogue/lookbook, social media

Editorial photography

• more creative/freedom than a campaign

• freedom to come up with a story/story telling

• 4-6 images

• common theme to hold story together

Lookbook

• visual branding image, for communication purposes

• more visuals, brand identity of the whole collection

catalog

• more technical details, size of product, fabric, material price, less arty of a product, made to channel producti n the industry

primary colors

• sets of colors that can be mixed to make a useful range of color

• cannot be made by mixing other colors in a given color space

Additive model

• red green blue

• ex. overlapping projected lights or in television and computer screens

subtractive models

• CMY(K) (K plate= old school term for black)

• other sets include red yellow blue

• as in mixing of pigments or dyes for printing

Pantone institute

• provides customized color standards, brand identity, and product color consulting

• unique color authority

• offers a range of color trend forecasting publications and educational color books which provide unique inspiration and insight

What is fashion

• You need a concept, a philosophy behind a product in order to consider it ‘fashion’.

• central part of a whole system. 

• style, trends, and the cultural aspect of how people express themselves through what they wear

• art and practice of creating and wearing clothing in a way that reflects current trends, personal identity, and social attitudes

Below the line

• Direct marking strategies → more concerned with conversation rates rather than building a brand

• Refer to very specific, memorable, and direct promotional activities targeting a certain group of audience 

• Cheaper, better for smaller businesses 

  • Bigger brands still need this

• ex.

  • direct messaging, sponsorship, activation campaigns

Above the line

• Refers to mass marketing methods that are mostly untargeted and aimed at establishing a brand

• isnt aimed at a specific audience → big net in the ocean, catch whatever you catch

• conversation rates are given less weight

• spending a lot of money, can’t guarantee how much money getting in return

• ex.

  • TV, radio, print media, outdoor advertising

through the line

• Marketing activities involve both; ATL and BTL; i.e. they represent a 360-degree method of advertising, which aims to enhance the brand-building process and increase conversation rates

• digital marking

• the stronger the team is, the stronger the campaign —> team up with the right people (creative director/designer, creative director AD agency, photographer, stylist)

Fashion show people

• designer/designer team

• creative director

• fashion show director

• producer

• makeup, nails, hair,

model agency

• the agency’s headquarters serve as the nerve center, directing operations, strategy, and partnerships across the globe

• branches scouting local talent and catering to regional markets while maintaining the ethos of the parent brand

• different professionals work in concert to discover, develop, and deploy talent. .

The agent (booker)

negotiate contracts and manage bookings, ensuring models are matched with suitable clients and projects. Bookers manage day-to-day assignments, juggling schedules to optimize opportunities for each model

The scouter

• Scouts roam the globe, attending fashion shows, looking into social media etc. for fresh faces with potential