For promotion, like DKNY I would have an Ad Campaign. For this I would use the photographer Patrick Demarchelier as not only has he worked for DKNY before (most recently in the Spring/Summer 13 Campaign) but he is my favourite photographer.
Monday 27 May 2013
Marketing...
This part involved looking at how I would have my shop laid out and what the decor would be like etc.
Because I couldn't find a shop layout that I liked I chose to draw up my own on Illustrator. I kept it fairly basic and open so that the consumer wouldn't feel overpowered by the store.
For my store decor I found an image from a Dior store a few years ago that had lots of gothic black butterflies around the walls and on the ceiling. I also like the bare brick in AllSaints shop so decided to merge the two ideas together.
Packaging...
For this part I had to incorporate my final logo into the packaging I would use.
I chose to stick with a white background on the bags as I felt anythig else would 1) make it hard to read the logo, 2) would ditract from the logo and 3) would be too different from the original packaging. This is my final style of packaging; 3 shapes of bags, 1 gift box style but in different sizes and 1 style of tag.
Branding...
Because I am re-branding DKNY I chose to re-design the logo too. I chose to only change it for this season as the logo only suits this season and therefore would look out of place for Spring/Summer '14.
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For this section I experimented first with different designs but kept the same font which would have been good as it would have linked better with DKNY however I wanted to move away from that so therefore decided to change it and experiment with fonts too. Some I felt were too fancy and weren't very legible so I chose the second logo down in the right column.
Making DKNY Link With My Theme
I have to make my theme link to DKNY therefore I decided to take elements of the garments in the Fall collection and merge them into my own designs...
This image is taken from my trend/forecast book and shows how I have taken elements of her designs that I like.
This is an example of one of my designs that has been made with a quilting technique. It links to DKNY as it's a popular trend however I have made it my own by adding studs to it.
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