• This approach encourages brand control and bond with the consumer.

• Nike are currently trying to fully embrace the DTC approach with their trainers, in order to increase brand control and consumer sales.

• There are pro's and con's to this approach, it leaves a brand with having to build their own audience, without help from wholesalers.

  However, you also build a more loyal/strong fanbase.

• Specifically with Nike, there is a risk of a huge decline in trainer sales.

• My brand will be within a specific industry which thrives on the direct-to-consumer approach.

• This said industry is modern streetwear, which usually driven by item scarcity and a personable approach to consumerism.

• DTC will allow me to only sell my brands items on its website and no where else. This creates a greater sense of community/bond with fans.

• This is why I will be taking sustainability into consideration.

• All garments will be made in-house (DTC), while using sustainable methods such as screen printing with organic fabrics.

• I will also minimise waste through proper ink management and recycling.

Interpretivism -

• Subjective views, opinions, emotions and values are considered/researched into, more so than theory’s.

• Interpretivists value qualitative data.

• 80 percent Primary Research, 20 percent secondary.

Approach:

Inductive Research -

• Starting with specific observations/real examples and moving towards broader generalisations and theories.

Ethnography -

• Provides in depth insights into consumer behavior and cultural patterns.

Choices:

Mixed-Method:

• Two or more methods of research for project, combines quantitative and qualitative data.

Time Horizons:

Longitudinal:

• The collection of data repeatedly over an extended period such as every year for example annual census.

Specifics:

1. Go over each and every learning objective and reflect on them in a detailed and concise answers on my pallet.

2. Ensure my Padlet features a variety of research on my said topic, featuring inspirations and hard evidence to back claims.

3. Create an aesthetically appropriate presentation featuring relevant themes, topics, and brand items.

4. Write a report outlining the whole process, as well as intricacies about my brand.

5. Purchase garments and have them tailored, then screen-printed on to showcase during my presentation.

• Read over entire module guide.

• Ensure I'm confident in my idea moving forward.

• Begin LO6 (SMART/Time Management).

• Make rough garment designs and decide on a brand aesthetic which I like/which resonates with me.

Week 2 (June 2nd) - June 9th):

• Complete Research Onion.

• Begin/complete SWOT analysis.

• Begin/complete PESTLE analysis.

• Research into blue and red ocean, decide on which approach I will take.

Week 3 (June 10th - June 17th):

• Finalise my brands morals/approach to sustainability.

• Begin/complete LO8 module evaluation.

• Layout business report structure onto Canva.

• Begin researching into relevant events I can attend, ones which feature my target demographic.

• Begin looking into/setting up potential focus groups and 1-on-1 interviews.

Week 4 (June 24th - July 1st):

• Finalise on the type of interviews I'd like to conduct.

• Begin making my survey, featuring relevant question which will give me needed knowledge and statistics.

• Share the survey on my social media (Instagram).

• Set-up then conduct my 1-on-1 interview.

• Set up then conduct my focus group interview.

Week 5 (July 2nd - July 8th):

• Begin extensive research on where I will be purchasing the garments to showcase.

• Begin extensive research on where I will be designing the garments to showcase (where to screen print).

• Begin writing my report.

• Revisit my garment designs and innovate on them, put more time/effort and begin finalising on some of them.

Week 6 (July 9th - July 16th):

- Finalise who my target demographic are, as well as how I'm going to attain them by the end of Week 2.

- Layout my business report on Canva and begin writing rough sentences by the end of a Week 3.

- Create and share my survey via social media by the end of Week 4.

- Begin writing my report, have a good draft of my introduction by Week 5.

• Streetwear has always been my main interest in fashion, back since I'd first gotten into fashion in 2020.

• I'm constantly keeping up with streetwear brand drops, I attend pop-up events, and I've even met multiple people who own streetwear brands.

• I am also almost always dressed in streetwear.

• I'd also consider myself a creative person, so having this project as an outlet to express my ideas and emotions is very exciting through fashion is very exciting.

• Regarding the bigger picture, I plan to eventually work within the luxury-streetwear field and to even own my very own streetwear brand after that.

MOCK PRESENTATION - Monday JULY 29TH

PRESENTATION SUBMISSION - Friday AUGUST 2ND

PRESENTATION SHOWCASE - MONDAY 5TH AUGUST

PORTFOLIO OF WORK (report) - Tuesday AUGUST 13TH

Gen Z Mental Health Priorities/Interests:

• "Gen Z is breaking down stigmas and reshaping perceptions about therapy" - (Pacificoaks)

• "Compared with previous generations, they are more likely to acknowledge their mental health struggles and actively seek professional help" - (Pacificoaks)

• "When asked to describe their current mental health or well-being, just 15% of members of Gen Z polled said it was excellent", "That’s a big decline compared to a decade ago, when 52% of millennials in that same age range said their mental health was excellent" - (USA Today)

• Evidently, Gen Z are indeed more in touch with their mental health and care a lot more about the subject.

• This is a subject which would resonate with my demographic (14-22).

Examples:

Corteiz -

• Launched in 2017 by director Clint Obgenna.

• Has taken both the UK and US scenes by storm.

• Has been repped by global superstars, has even been featured at the met gala.

• "The attitude of Corteiz is one of irreverence" "He aesthetics draw on prison culture". - (Grailed)

• These themes are all Corteiz portrays/tells with their brand.

Palace -

• Launched in 2009 by Lev Tanju.

• Is solidified a quintessential part of streetwear culture/history.

• Focus is more on skateboarding and 90s culture but nothing else.

- Myself

- (Charity)

- (Bank)

- (Manufacturers)

- (Buyers)

• Rise in Right Wing - In 2024, the right wing polls seem bigger and bolder. Predictions say they could pick up nearly a quarter of seats in the European Parliament.

• Global Conflict - China launched major military drills around Taiwan, simulating a full scale attack on the island. China essentially have a claim over self-governed Taiwan.

• Government Regulations - environmental laws, labour laws can impact the production, distribution and sales of fashion streetwear.

Economical:

• Supply Chain Costs - cost of producing high quality garments can be high, fluctuations in the price of raw materials can impact my brands profitability.

• Exchange Rates - Weak currency can make goods more expensive for foreign buyers, effecting the profitability of general retail/company's.

Social:

• Lifestyle Trends - with the rise of TikTok and social media, fashion is moving faster than ever. Changes in trends/consumer lifestyle are aspects to watch out for.

• Environmental and Social Responsibility - consumers are concerned with the environmental and social impact of garments they purchase, this is something my brand would need to address.

Technological:

• E-Commerce - there has been a huge rise in e-commerce shopping, online marketplaces have become the primary place to buy independent, streetwear brands. Subsequently my brand will have a big focus on our website.

• Data Analytics - Many brands are using data analytics to gain insights into consumer behaviour and preferences.

Legal:

• Counterfeit Products - counterfeit garments pose significant threat. As a brand you must work with law enforcement agencies to identify and shut down counterfeit operations.

• Environmental Regulations - countries have strict environmental regulations that apply to production, packaging, and distributions of clothing goods. I must ensure I comply with these regulations.

Environmental:

• Climate Change - makes raw materials more scarce, extreme weather conditions are becoming more frequent across the globe.

• Environmental Activisms - can pressure brands to to adopt more sustainable and ethical practise. Can impact the reputation of brands who don't comply.

• E-Commerce is on the rise, independent streetwear brands specifically strive within it.

  My brand will have a major focus on the website over brick and mortar as having limited online drops drive hype.

  For years "Supreme" have been utilising limited releases to drive demand.

  Across from 2017-2022, the average Supreme stock sellout time has been hovering from 69-82 seconds. - (Medium)

  
  

• Environmental Activism puts pressure on brands to adopt more sustainable and ethical practices.

  My brand is very anti-fast fashion as we release very few, premium quality garments.

  My brand will adopt sustainable practices, with ethical production and environmentally friendly packaging.

Weaknesses -

• Counterfeiting is very prevalent within the "hype" streetwear/fashion industry.

  They are often made with inferior materials and construction, and they can be dangerous to consumers as well as financial risk for my brand.

• The hype streetwear industry is also very Competitive.

  New brands are emerging all the time which can make it difficult to which can make it difficult for brands to attract and retain customers.

Opportunities -

• Streetwear brands have the advantage of having a Simple Business Model.

  This enables me to put my energy into something I'm truly passionate about, increasing the likeliness of success.

Threats -

• Climate Change can impact the availability of raw materials.

  This results in an increase in production costs, especially when considering my brand is taking the sustainable route and therefore can't use crude alternatives like polyester and nylon.

• Changes in Exchange Rates are often bad for the fashion industry.

  Weak currency can make goods more expensive for foreign buyers, effecting the profitability of streetwear goods.

  
  

- Temple (2024)

• Now, high-end fashion houses such as Balenciaga and Off-White incorporate streetwear elements into their collections, with oversized hoodies, graphic t-shirts, and logo-mania.

  
  

  Most Notable Collaborations Include:

  • Jordan X Dior

  • Yeezy X GAP X Balenciaga

  • The North Face X Gucci

  • Jordan X Off White

  • Arcteryx X Jil Sander

- CHRIS BASFORD (2023)

- LIV BUTLER (2024)

- BROCK CARDINER

- CHRIS BASFORD (2023

- P.SMITH [STATISTSA] (2024)

• NIKKI GILLIAND (2021)

• LMTLS STUDIO (2023)

HYPEBEAST (2019)

• Streetwear fans’ democratic approach to buying clothes  are increasingly shared by all consumers, for whom the opinion of peers is an ever-more influential part of decision-making.

• 32% of respondents to PwC’s recent Global Consumer Insights Survey (GCIS) said positive reviews on social media influence what products they buy.

• The industry is more male dominated than female, with male respondents reporting a slightly higher spend than female respondents on a HYPEBEAST streetwear survey,

  and with the head of fashion at the global research and trends company Stylus: Emily Gordon-Smith (2022), claiming that streetwear is "still very much a male-dominated industry."

• Sportswear brands like Nike and Adidas are encroaching, particularly for footwear, which is streetwear’s biggest product category.

• Then there's ofcource the And then there’s the luxury players that toe the line of streetwear like Off-White and Vetements, which have captured their share of the market with accessible items like belts and screen-printed T-shirts.

- ANGELA VELASQUEZ

• Overall, the resale market has grown into a market with major power over the fashion industry as a whole.

• By the end of 2023, the entire sneaker resale industry will accumulate $11.5 billion in revenue, equivalent to 15.3% of the primary sneaker market. - SHEENA (2023)

- WGSN

- NICOLE BRANDA (2023)

- WGSN

• This often leaves young people lost and afraid, resulting in a desperate attempts to fit in and essentially become somebody they aren’t.

  
  

• "be yourself"

• "don't try to be someone else"

• "be secure with your own decisions, with your own beliefs"

- Frank Ocean's "Blonde" (2016)