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References

2016: n. pag. Print.

dazed 2016: n. pag. Print.

I.D 2016: n. pag. Print.

"Fun Affair". Notjustalabel.com. N.p., 2016. Web. 12 Dec. 2016.

"FUN AFFAIR". Fashion Scout. N.p., 2016. Web. 12 Dec. 2016.

"FUN AFFAIR - HOME". FUN AFFAIR. N.p., 2016. Web. 12 Dec. 2016.

"Fun Affair London Spring/Summer 2017 Ready-To-Wear Collection | British Vogue". Vogue.co.uk. N.p., 2016. Web. 12 Dec. 2016.

"Fun Affair (@Funaffair_Official) • Instagram Photos And Videos". Instagram.com. N.p., 2016. Web. 12 Dec. 2016.

"How Brands Can Build And Sustain Relationships With 18- To 24-Year-Olds". Campaignlive.co.uk. N.p., 2016. Web. 12 Dec. 2016.

Jackson, Tim and David Shaw. Mastering Fashion Buying And Merchandising Management. 1st ed. Basingstoke: Macmillan, 2001. Print.

Keaney, Magdalene and Eleanor Weber. Fashion Photography Next. 1st ed. Print.

"SS17 Fun Affair". Vimeo. N.p., 2016. Web. 12 Dec. 2016.

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I feel I have achieved the goals and objectives I set out for this project. I think the content and visuals explain the strategy clearly. I am confident that the message from the video and rationale compliment one another. With future plans for Fun Affair, this strategy will further them to increase brand awareness, engaging their target audience, enabling them to build a following and community on Instagram. I feel that I have learnt a lot about the creative process and strategic communications during this project. It has enabled me to build on my skills as a creative student, using different software and websites and it has also helped me to build as a professional creative.

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I met up again with Lemon to discuss how she feels about ‘the future of women,’ this was our interview.

‘’Describe your look?’’

‘’Well I don’t really follow fashion or trends’, I’s lazy and just wear ‘boy’ clothes. I love tattoos and wear anything I can skate easy in. I love black!! ‘’

‘’So Fun Affair SS17, what are your thoughts?’’

‘’I LOVE the collection. Its sick and definitely something I would wear. I think the theme and monochrome, bold colours are cool. The model with the orange hair reminds me of the fifth element!’’

‘’How do you feel about the future of women?’’

‘’I feel like today a lot of young women are too influenced by so much bad advertising and celebrities, showing the wrong image on how to look and be. We are told to be a certain type of person in this controlled system world and if you disagree like I do then you are weird. I think women are the key to building a better future. We deserve a voice and platform to discuss how important we are and that it is ok to be strong, different and never have to rely on a man! Ha-ha ‘’

How do you feel being the new face of Fun Affair?

I am so happy I was considered to be a face of anything! Skating and my blog have opened up so many doors to me. I got to travel for 6 months around Europe skating! It was amazing!! But no I am excited man; I think it’s a great idea and message I’m giving to young women like myself. To not care, do what you want and be who you want to be. I am free and so should every other woman!

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‘’The collections are inspired by strong, rebellious women with femininity.’’

This is the key message behind Fun Affair. For any fashion brand the message the collections tender, are key to becoming successful. The right message and marketing will enable your brand to create a buzz and engage your target audience. Fun Affair share quite a distinct message to the public, by integrating the abstraction and exotica with the minimalistic and subversion. They strive to create this powerful, women empowerment image with elegance. Designer of the brand, XI ZHU, also offers her oriental heritage with European modernism to create this brand concept ‘Strong women with femininity.’ Each piece of the collection offers and is defined by a fresh, cool edge to the fabrics and materials used.  When researching and brainstorming ideas for my promotional strategy, I looked at the Fun Affair SS17 collection, analysing each look to see how well I could read the image and my creative process behind the collection. I found that the collection and brand all resembled familiar and similar, everyday objects, movies and culture. These all included futuristic, surrealistic, the fifth element, feminism, bold minimalistic, skate culture, Tom-boy, space, women empowerment and body cells. These are all areas I felt Fun Affair shared throughout this collection. I then thought into creative concepts and ideas to communicate to the target audience. I decided to create a promotional video that will be channelled across Instagram and other communication platforms. Videos on Instagram are becoming more engaging as the target audience enjoys watching content instead of reading content. They want to be engaged and understand the brand message in an interesting, relatable way. The promotional video will share a message, which the audience will fully understand through visuals. This message will shout out ‘the future of women,’ creating a buzz and brand awareness. The idea behind the video is simple but very effective. Using pro roller bladder and lifestyle blogger Laura (Lemon) Heming’s, I will film her in her real, natural environment, skating. Lemon is a strong, talented and passionate woman, with a boyish charm. She believes in aesthetic feminism and women empowerment. She has been skating since the age of 12 and has always been very gamine aesthetic. However over the past 4 years she has embraced her beauty through her talent and personality, making her a strong, empowered women. I feel that this message of ‘the future of women’ will be portrayed extremely well by Lemon and will also portray Fun Affairs image and message.

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So for this strategy to work, I had to plan how I am going to achieve these objectives. I used a video camera and normal Canon camera.  We filmed the video at Projekts MCR, which is a popular skate park in Manchester city centre. To help me video the film in a professional way and to capture it to best I could I hired a professional videographer @jakeelvisfolden. Jake videoed Lemon, whilst I creative directed and photographed. I used Final Cut Pro to edit the video and used Photoshop for the images. I feel that these two programmes are the most professional and high standard software I can use to achieve my objective.

I for my images, I wanted to display them through Instagram in a creative way so I also created a short promo video using the website ‘Animoto’.

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Fun Affair are a post-modernism, bold brand who aim towards young, rebellious women ages 18-25. They have a strong, edgy look that attracts the urban styled women who live in cities. This consumer is key to most markets including mobile, fashion, technology to music, alcohol and entertainment (Eder, 2013). This target market spends money and is around half of the UK youth population, contributing £20 billion to the UK economy yearly (Eder, 2013). Urban city culture, lifestyle, celebrities and bloggers may influence them. This specific market is also influenced by architecture and modernism art. Research by the beans group explain that it is hard to engage to this target market as they usually have a clear perception on what they want and what they like about different products, services and brands. However, they now use digital platforms such as Facebook and Instagram more than ever, making it the best way to engage them. This customer or generation expects top service on demand with choice. Social media marketing has been the top communication strategy for brands targeting this target market, which means brands must share relevant and entertaining content to maintain engagement. Fun affair pitch towards the right target market through their brand image and ethos. However their communication platforms, such as Instagram, lacks personality and flowing content for their target market. Therefore this is a big opportunity for them as a brand to grow and work on this platform to create a more appealing online community for them.

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The aim of this rationale is to explain and demonstrate a new communication strategy, implemented to develop London based brand, Fun Affair. Fun Affair are an up and coming urban and edgy women’s brand. The brand shares a strong women empowerment image, with positive recognition. However, they lack an online presence on all communication platforms, such as Social Media and their main website.

The aim of this project is to develop a promotional campaign video and image which will be shared across their main communication platform Instagram. With only 187 followers on Instagram, this will improve brand awareness, online engagement and it will also build them a community of interest.