Summative Brief: Concluded
- Mia Davies
- Jan 30, 2020
- 3 min read
After completing both the Contexts and Ideas stages, I promptly moved onto Concepts. Here, I took my idea statement: the coming together of subcultures, creating a social buzz and enforcing personal empowerment, to adapt my idea three times to show different ways I could form an overall outcome (incorporating Fred Perry, Gothic Noir, an Event).
In my ideas stage I'd roughly sketched a collaboration design for Fred Perry X Agent Provocateur unisex polo, intwining the classic FP polo shirt & an AP corset, to create a more inclusive range for women:
From this initial idea I was able to display the polo in each of my 3 concepts ideas, each with a slightly different feeling:
Concept 1: a music festival incorporating Fred Perry's historical favourites, with empowering feminists such as Lorde also getting involved. Based in London, preferably with the sun shining, a big, free, collaborative day to bring subcultures together. Also included shall be feminist talks, debates and information stands, plus a pop-up store selling the collaborative item.
Concept 2: a public march in central London to promote women and their rights, since my research showed are mostly uninterested in the brand. The limited addition tee shall be given out for free to all attendees, encouraging involvement from Fred Perry's loyal customers of punks, mods, hooligans; to stand united and help engage women in the reinvented brand image. Famous feminists shall be on board too to help drive engagement.
Concept 3: a fashion show through Carnaby Street consisting of both lingerie from Agent Provocateur and classic Fred Perry pieces, with the focus on the new unisex item. Models of every body shape included to emphasise the empowerment of women and feminism.
I decided to go forth with 'concept 2' because I thought the overall outcome was the most innovative and exciting, whilst also being low-cost and having the capability of being reached globally; capturing thousands of new (hopefully female) consumers.
Aaaand here it is, my final outcome:
My outcome statement:
My final outcome is based on empowering females within the male-focused brand Fred Perry. As a brand they have a minute female engagement, according to my primary and secondary research. Therefore, the brand will collaborate with famous British lingerie brand, Agent Provocateur, as they are feminism fuelled and strive to ever-empower women.
Throughout history the connotations of corsets have evolved; once a symbol of oppression and worn only for male desire, to now being seen as a powerful and liberating statement, showing proudness of one’s sexuality and body image. A limited-edition polo shirt merged with a corset will be produced. It shall be available online on both brand’s websites, and at a London pop-up store. The polo will be branded as a unisex piece, with each brand and their consumers being encouraged to take part in a Women’s Rights march whilst wearing the polo. This march will take place in central London. Here, the event can grab worldwide attention from occuring in a capital city, with the intention of capturing new female consumers on a global scale.
Fred Perry’s conventional consumers (Mods, Punks, Football-Hooligans) will participate alongside women from the Women’s Liberation Movement. Celebrity feminists will be on board: Adwoa Aboah (model), Emma Watson (actress), Sadiq Khan (London Mayor), Angela Davis (educator), as Fred Perry is known for driving their marketing through celebrity involvement. Each feminist’s strong social presence means they can promote the campaign via their channels – engaging their own fans by using the hashtag ‘#AgentFredForWomen. Andy Murray would be the events focal figure. He already stands for the Fred Perry brand through tennis, and his open feminist engagements create an obvious link and need for his involvement.
I'm so happy with the end outcome, above is the printed version itself!
Mia
xo
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