Media Enterprise LAA

Porfolio
Creating a new digital media production or a new digital media service
(or existing media services to a new group)

Analysis of existing media productions

Adidas x Urban Outfitters advert

https://youtu.be/oShdK_x7914

To promote the adidas originals x Urban Outfitters AW17 collection, there was an exclusive
promotional exclusive video featuring members of the House of Yamamoto which are a
dance group. At the beginning of the video, the dancers are shown walking down an urban
road wearing clothes from the collection. This gives the viewer an idea of what this
collection looks like in action, as the style of the clothes is streetwear. Early in the video
they start dancing to represent the freedom that they have whilst wearing the collection.
The pace to this video is very quick, it moves from one shot to the next really quickly along
to the upbeat music. There are three locations from which the video moves to. From the
urban street in Paris, to a local grocery store, to a large fancy hall in which most of the
video takes place. Here the shots switch from them dancing in turns at the camera to them
partying dancing together. When they are dancing individually the audience is able to see
the full outfits clearly.

Through this whole advert a hip-hop song plays to set the tone of the advert. The music is
very representative of the sporty, youthful and trendy clothing line. The unique vocal
delivery is indicative of the expressiveness of the video as it is aiming to promote
individuality and self-expression through the clothing line. The braggadocios lines match
with the ‘be free’ slogan and insists to the audience to be expressive with the clothes they
wear. The pulse and the rhythm carries the pace of the video.

I noticed that since there is no speech or voice-over in this advert, the editors made good
use out of titles as there are many of them through the video in order to inform the
audience. This advert starts with bright yellow titles at the beginning station the name of the
brand (Urban Outfitters) as the advert begins to play, followed by the name and logo of the
other clothing brand they are collaborating with for this clothing line (Adidas) in white. This
ensures that it is very clear to the audience watching this promotional video, who the
collaboration for this clothing line is between right from the start. A few seconds later, new
titles appear in the middle of the screen – this time it says ‘Paris’, this insinuates the city, in
which this advert is set in.

The next set of titles come up as some of the lyrics, in which some of the final lyrics to the
song pop-up as in the middle of the screen too, as the lyrics are playing; ‘ ‘Dance – and –
break – your – back’ as the video ends with a dancer jumping and landing on his back as
an outro to the video. Following this, on top of a blank screen, a series of words appear one
after the other very quickly, these say; ‘Move – Turn – Break – Vogue – Drop – Move –
Bounce’, these series of words reflect what this collaborations is about as well as what the
advert is about as it is a comfortable sportswear collection in which you can move, turn and
bounce. After a pause, another title comes in which says, ‘Be free’, which becomes the
slogan of this clothing line, as it is inspirational and a short and powerful message. The
advert then closes by repeating the brand collaboration as it did at the beginning of the
video, in order to tie this advert together, although this time the two logos are placed next to
each other. Lastly, they credit the House of Yamoto, who are the dancers featured in the
video, through the titles too.

BDG 365 — Women's Spring Collection advert

https://youtu.be/yTyxFf946F0

This advert has a very different dynamic to the previous one.

In order to introduce a new collection, the advertising team
for the clothing brand Urban Outfitters put together this
production in order to show the aesthetics and some of the
new seasonal collection as it is worn by models throughout
the video, although this is done subtly yet effectively. This is
because the main focus of this video is what the women are talking about through the form
of a voice-over. They cover inspirational topics such as confidence, uniqueness, friendship
and self-worth, for example; “Authentic is not letting anybody else tell you what you should
like”. This makes the youthful target audience feel confident or even inspired and relate this
to the Urban Outfitter’s collection, making it seem almost emotionally appealing to the buyer
after watching this advert. The voice-over plays over a laidback, fun indie song, which
matches the laidback and fun style of this advert which may be a reflection on the clothing
too.

Alongside the audio for this advert goes the visual aspect,
which manages to capture a good representation of the
brand’s collection and every other aspect of this advert. A lot
of the videos are hand-held and feel very natural and
relatable, rather than looking too much like a production.
They are videos of young girls, which reflect the target
audience, doing normal things in every-day settings whilst
wearing the clothes from the collection which makes this video feel relatable to the
audience too. The different models are doing things such as opening a bedroom window,
sitting on some stairs and standing in a garden, as the voice-over plays over this. Ten
seconds in, there is a pause in the voice-over, here there is a fun-toned short montage, of
the models changing poses and showing off close-ups of the clothing items from the
collection. The dynamic is very similar for the rest of the video, which includes a lot of very
short and fun clips of the models in a natural setting.

This advert feels like a montage of footage from different mediums.

They achieved this by using various effects. For example, one of the
effects that is used many times through the advert is the ‘vintage
video camera’ effect. This is done to reflect that the clothing brand is
quite alternative and trendy. This gives
the advert a very trendy and unique touch. Another effect used
through this advert, is using after-effects to animate small lines
to create fun, minimalistic art over the shots of the models. This
is also use for aesthetic purposes to add a fun, alternative and
trendy atmosphere to this video, as this is a good reflection of the brand and the new
collection, as well as the target audience.

The less subtle ways in which the brand advertises itself are
through blatantly showing the logo in various ways. For
example, like in all other Urban Outfitters adverts, the ‘UO’ logo
is always in the bottom right corner of the screen as a constant
reminder that this is an Urban Outfitters production. Throughout
the video there are also some very obvious close-ups of the
logo imprinted on the clothing worn by the models. Lastly, at the end of this minute-long
advert, all the models say the name of the brand’s collection together as the logo is shown
on the center of the screen ‘BDG 365’. This ties in together the whole advert as it ends
blatantly re-enforcing to the audience what this advert is for, so they can end the video with
the name of the collection, for an effective ending to the advert.

UNIF – Digital posters

These digital media productions are the poster designs for an alternative clothing brand
called “UNIF”, one was used as a magazine cover in both physical form and in digital form,
whereas the next is a poster to simply announce the drop of a new collection. Many clothing
brands make photoshoots to produce digital promotional posters such as these one, as
they are a very simple yet effective way of promoting a brand, as these can be reposted
through social media and even appear in fashion magazines.

The first poster makes use of a green screen in order to add an angelic, mystical
background of a sky and a butterfly to the photoshoot. The background plays around with
girly colours and styles which not only compliment the clothes worn by the model, but also
reflect the style of the clothing brand. The name of the brand in bright yellow and is very
large so it stands out even though it is part of the background. This is so the viewers’
attention immediately goes to the name of the brand.

The second poster is simply a photograph from an outdoor photoshoot of two models
wearing the clothes from the collection. The poster’s aim is not only to advertise the brand
as a whole as the previews one, but to advertise a new service – a new clothing collection.
Dolls Kill | Club Exx - Monster Mania
https://www.youtube.com/watch?v=Nr5T9rYfeIw

This advert I found from the alternative clothing brand ‘Dolls Kill’ is a very good example of
how minimalist some fashion adverts can be. Since the type of clothes that are being
advertised in this particular collection are rave wear, the music playing through the advert is
an upbeat techno rave track. This establishes the atmosphere for the advert very
effectively.

The models appear to be on a white background for the whole video. Not only this is a very
unique and effective way to bring the audience’s full attention to the bright coloured clothing
from the collection that is being advertised,

Dolls Kill | Widow - Tea Time At The House Of Widow

https://www.youtube.com/watch?v=SUTc6Yl4Z-0
This is a very different advert from the alternative fashion brand ‘Dolls kill’ as it is for a very
different clothing collection that features a different style of alternative fashion; goth. There
are many ways in which the brand changed the atmosphere of the advertisement to give a
better representation of the collection they were advertisement.

Mind map
Final ideas for product/service
(Task 4)

 Promotional video for music album:

In the case I would be making a promotional video for a new music album, there are
various things to consider. For example, what band or artist I would be actively
collaborating with throughout the production of this advert. I would want to
collaborate with a real band and a real new album, therefore I thought of
collaborating with my friend’s band who are currently working on a new album. It
would be crucial to communicate with them and work with the client to meet their
needs and agree on the content for the video. Although I haven’t particularly looked
into any existing promotional videos of this kind, I thought this would be a unique
project.

 Magazine cover for fashion brand:

My last idea is also fashion related, although instead of the format for the product
being a video, it is the cover for a magazine. This cover would be promoting either
the brand in general or perhaps a new collection. This would require a photoshoot,
either in a properly equipped studio as the lighting must be immaculate. If the
 photoshoot were to be in a studio, this would require props and an appropriate
colored background. Another option would be to shoot the photos of the models in
an appropriate outdoors space. This would require shooting at a specific time of the
day, so that the

 Promotional video for fashion brand:

an enterprise production would be to make a promotional video for a fashion brand,
such as the ones I have been analyzing. This should be a large-scale production
which involves communication and collaborating with different people as well as the
brand. For example, I would need to use my organization skills to find models and
plan shooting schedules as well as locations. This is because when shooting a
promotional video, I would want to use various locations, both outdoors and properly
equipped indoor locations such as a studio. Since I was originally thinking of making
a photoshoot with for the fashion brand, I realized that this can be incorporated into a
promotional video through the use if still-shots. In fact, a promotional video can
incorporate many of the other ideas I had for different fashion-related enterprise
ideas. The type of brand I plan on promoting through this production is an alternative
brand similar to the existing brand ‘Unif’ I have been closely looking at.

After self-evaluating my final ideas, I decided that my final idea to carry out as an enterprise
production would be the promotional video for the fashion brand. This is because I believe I
have the most ideas for and therefore it would be the most effective enterprise production.
Furthermore, I have informed myself a great deal on fashion advertising – which is going to
be really useful to drive this production to an industry standard level. Furthermore, I am very
familiar with the filming and production medium, as well as video editing, which will be very
useful too when carrying out the production for the advertisement campaign. The reasons
why I rejected my other two ideas is because, for the promotional video for the music
album, I felt I wasn’t informed enough in music advertisement and therefore my service
wouldn’t be as good as it could be. The reason why I discarded the magazine cover idea, is
because I wasn’t as familiar with Photoshop as I am with Premiere Pro, and therefore the
medium in which I would be creating the magazine cover in wouldn’t be as good as it
possibly could be either.

Research Techniques

Primary research:

 The target audience for the advert of this brand, therefore I will be creating the advert
for an audience who is young - around the ages of 15 to 25 as this is a reflection on
the youthful and alternative nature of the brand. To further understand this target
audience, I began to research in order to ensure the advert is specific to their needs
and tastes. Some of these questions allowed me to create through those who
completed the questionnaire a demographic audience profile based on the first
few questions about their age, income and gender as well as a psychographic one
based on the questions related to their spending habits (for shopping) as well as
lifestyle (such as style).

Questionnaire:
Most of my target audience range from 15 to 25, although in this case, those who took
the survey were only 16 and 17. This shows that my brand is most likely most
accessible to these age groups the same way in which this survey was most accessible
to them. This is mainly because of social media, which is where the advertisement I will
produce will mainly be promoted. Furthermore, this age group (specially 16 and 17), are
most likely to be interested in alternative fashion, as it is usually seen as a youthful style.

As shown on this pie chart, most of the target audience is predicted to be females
(78.9%), although there are still some males too (21.1%). Even though, the main target
will be females, there will be both a ‘masculine’ section as well as a ‘feminine’ section
because as a new brand targeted at young people, this brand is conscious of people of
all sexes enjoying either both or clothing usually targeted to the other sex. This brand
aims to make clothing for everyone to feel comfortable in and embrace their gender
expression in any way they wish, even if it doesn’t conform to gender norms. This is
something that I want to represent through the advertisement for the brand.
From this graph I can conclude that, due to the age range of the target audience, is that
the reason why the majority of my target audience (around 68%) are currently
unemployed, is because they are students. Although some are employed (around 26%),
this is very likely to be a part time job. Due to the financial state of my target audience,
when looking for clothing to purchase, they most likely look for relatively cheap clothing
that they can afford with either money from their part time job or with their pocket money
from their parent. This will be reflected in the prices for my brand.
These are some examples of what some of the target audience’s favorite brands are. I have
already looked into some of these brand’s and their advertisement services, (such as Unif
and Urban Outfitters), but I will also be looking at the style of these brands and how they
are presented through their advertisement as a point of reference.
Most of the target audience seemed to not always or even never feel represented through
fashion adverts. This indicates to me that in order to make my audience feel comfortable
and happy in my marketing campaign for my brand, I should consider being as inclusive as
possible when casting the models.
This list names some of the reasons why my target audience, doesn’t usually feel
represented through fashion adverts. I believe that all of these points must be considered
and reflected on when casting the models for advert. This is because as a brand creator, I
feel the moral responsibility of making my audience feel happy and represented. Some of
the points that came up the most for this question were; lack of racial diversity but mostly,
almost every answer was to do with lack of body type diversity.
Interview:

Anonymous girl (age 18)

Interviewer: I have a few questions prepared for you to answer as you meet the criteria for
the target audience for a product I am currently working on. The brand in this moment is
called “Lamb” and is an online store that sells alternative clothing of several sub-cultures in
the UK. Alongside with this fashion brand launch, I am planning a service which is an advert
that will be shown on social media.

Interviewee: That sounds really good, in fact it would be something I would be interested in
if I saw.

Interviewer: Great! So, starting with the questions, how often would you say you feel
encouraged to buy an item of clothing you see advertised on social media?

Interviewee: Actually, quite often I see clothing advertised on social media that seems
appealing. I tend to click on the adverts sometimes and take a look at the website.
Obviously, I don’t usually go and buy a piece of clothing straight away unless I see a cheap
item that catches my eye kind of like immediately.
Interviewer: But would you say then that some of the brands stay on your radar and you
could potentially come back to, even though if when you first clicked on the advert you
didn’t buy any items of clothing?

Interviewee: Yeah absolutely, that is usually the case, unless the advertisement I had seen
doesn’t look quite like the style that was being advertised.

Interviewer: Great, thank you for your time.

Interviewee: It’s fine, good luck with that brand and the advertisement campaign and all.

Consumer research:

From my short interview with a girl which classified as my target audience, I concluded that
advertising a clothing brand in social media is a great way for it to reach the radar of my
target audience and increase the chance of sales or future sells. Furthermore, due to
cookies, we are able to specifically target the right audience when advertising.,.

In order to understand the consumer of the brand in further detail, it is crucial to have an
understanding of what their needs, wants, desired and preferences are when it comes to an
alternative clothing brand and how this can be represented through advertisement. Most of
these conclusions were drawn from my primary research. This includes some of the
conclusions I drew from the questionnaire and interview as well as the research I did into
existing media services which relate to my brand, such as the analysis of the Urban
Outfitters, Unif and Dolls kill advertisement.

Secondary research:

Fashion Advertisement History

This article breaks down the technological and social changes in clothing and retailing as
well as the impact of factors such as gender and race politics in modern society and how
these are reflected in fashion advertisement. These are very important things to consider
when creating a service for a company because it will be a reflection on the brand.

“The leitmotiv of many promotions for clothing at the turn of the millennium, therefore, has
been the queering of femininities and masculinities, such that the normative dynamics of
spectatorial pleasure and the gaze are leitmotiv problematized.”

Fashion Marketing: 25 Strategies from the Fashion Industry

Examples of great fashion marketing campaigns

This article goes through 10 different examples of great fashion campaigns, and how these
used creative and sometimes even controversial approaches to their adverts in order to
make them stand out from other fashion adverts and reach the audience in a way that
made the marketing campaign successful. Although the budgets vary from the examples to
my own, there are still some points that are worth considering, and wouldn’t be too hard to
add and get inspiration on how to make my campaign successful.

One of the examples that I thought could be relevant to my own

advert, was the section on Nike’s ‘Better for it’ advert. The article
explains how this particular campaign from Nike became so
memorable due to its approach to empower women. This is done
through a voice-over which gives an insight of the women’s
thoughts during exercise, which aims to link sport (and sporting
clothes) to women’s self-esteem. This article analyses the reason
why this light-hearted Nike advert was so successful. This is because it succeeded in
engaging the female audience. As most of my costumers for my own brand are female, I
believe that empowering women in the brand’s clothes is crucial to making a very touching
campaign to a big section of my audience.

Market research:

There aren’t many mainstream brands which sell alternative/vintage clothes which are the
type of clothes my target audience is looking for in various different places. Furthermore,
there aren’t many brands that caters this style and preference that even have any existing
adverts or adverts that the target audience can easily access or come across. These are
some of the reasons why I believe there is a gap in the market, which I can fulfill to make
my product and production successful.

Furthermore, after some research into the target audience as well as the current situation,
which involves lock down being set in place as well as social distancing rules that have led
to the costumer to shop online a lot more often. This is something that should be taken into
account when planning and releasing a fashion advert. It must be accessible

There has been a recent rise in the popularity of the app TikTok which has led the revival
and popularization of alternative clothing and fashion, which include a variety of sub-
cultures of fashion which are included in the clothing brand I will be advertising. Therefore,
something I will be doing to make the advertisement accessible to my target audience is by
taking advantages of such platforms which have been popularizing the style of clothing. I
will make several formats of the advert to fit different social media such as Instagram and
TikTok, which is something that has been done before, but not with alternative clothing
brands (at least on the app TikTok).

Overall, through an analytic standpoint, from the four clothing advertisements I looked at, I
have come to some conclusions about the codes and conventions of these. For example,
the duration of fashion adverts is usually between 40 seconds and a minute. This will help
me plan out the amount of shots as well help me edit the advert in post-production so that
the length of my advert fits to the usual standard of fashion adverts. Something else, I
deduced from analyzing existing products is that some fashion adverts focus on two or
three models changing outfits to show the collection, and other types of fashion adverts
feature a larger number of models (around ten), and each model is wearing a different
outfit. Either way, weather there is more or less models, in modern day advertisement,
there should be variety and more representation when it comes to size, race, etc.
Furthermore, since I have decided from my primary research that it would be ideal to create
fashion adverts specialized for social media to fit the needs of my target audience, other
things I have gathered from looking at existing media products/services are to do with social
media fashion advertisement. For example, most fashion brands who’s adverts I have seen
on platforms such as Instagram, Snapchat and TikTok, seem to have a separate version of
the advert to the one for TV. As the aspect ratios are different for TV and social media
platforms, they usually don’t just adapt the same footage, instead they film separate
footage. Social media adverts tend to also be shorter (around ten or twenty seconds long). I
have also noticed that

Market segmentation:

The target audience for this brand's products and its services are those who are interested
in the style of the fashion brand.

 Geographic - The geodemographic profile for this target audience are residents of
the UK, but more specifically residents of London as it is a large city with the biggest
concentration of teens/young adults are interested in alternative clothing culture.
 Demographic – Within the large range of market there is for clothing, I divided the market
into specific categories to form my target audience. This was done through looking at certain
variables. For example, the age range is 15 to 25. It is also made for all gender
identities, although it is predicted that the biggest number of customers will be
female. Due to the age range of my target audience

 Psychographic - The psychographic profile for the target audience includes those
who not only are interested in alternative clothing but who's lifestyles are creatives as
they seek to express themselves through things such as fashion, perhaps music and
art too. An example of a psychographic group that could represent the target
audience are Aspirers as not only they are typically younger but are also orientated
to image and appearance, persona and fashion.

 Behavioral – The young costumers of this brand are most likely to find out about the
brand through social media, such as Instagram and TikTok rather than through
television. The average teenager in the UK spends one to three hours on social
media. Furthermore, the spending behaviors of the target audience will be shopping
for clothing items on average every other week. Due to this, if the clothing brand has
new clothing collections being released regularly (several each season) and there is
a variety of clothing, the target audience who are fond of the brand and the style of
the clothing, they are willing to be very consistent buyers.