Zoe Armstrong - PPD

Whilst being the most challenging piece of work so far, due to small time frames and lots of work, I have also thoroughly enjoyed this unit. The idea of creation and the creative element involved appealed to me and has given me a huge insight into the real world of business and what it takes to start a business.

In regards to the work I have completed, I feel pleased to have completed a full, somewhat legit/working business plan - something I hadn't thought I'd be capable of prior to the course. Starting a business after my studies appeals to me, and this unit and me has helped greatly in understanding exactly what that entails and how I can go about achieving this.

In regards to level of work and how I think I have achieved, unfortunately a running issue of mine is time-keeping, which once again let me down. Whilst I feel I have improved from previous units/terms, I still feel I could have achieved a greater level of which I'm more proud of having stuck to my initial deadlines I had planned for myself, however I am pleased I have been able to somewhat improve on this - due to the amount of work completed in the time frame. For future I now know I needed to be stricter on myself and my personal deadlines I have began to create for my work.

I particularly enjoyed coming up with a whole business, finding a gap in the market and seeing what I can do to fulfill that. I also in particular enjoyed the visually creative stuff - creation of the logo/visuals and video. It has enabled to confirm my interests and where I wish to take my future career after my studies have finished. Other elements I feel I have done well are the creation of marketing ideas/activities and concepts. Again, this appealed to me due to it having a creative nature as well as relying on coming up with ideas.

A weakness, and something I struggled with is the financial figures. I understand now more research was needed to make it easier to understand how the figures added up. I realise know that I should have learnt this from previous struggles with numbers and financial elements (in particular from FBM of this course), although this has enabled me to realise it’s something I need to deeply improve on for future success in a fashion business environment.

Another weakness from my work I feel is the slight lack of theories. Again, a common issue of mine is to be too descriptive rather than analytical. Again – whilst I feel I have improved this, looking back I still feel it could have been improved further through adding theoretical approaches rather than simply explaining my ideas.

Overall, I feel this unit, whilst slightly stressful, has been a pleasing end to my two years studying the course and has enabled me to feel excited about continuing my studies at London College of Fashion.

Word count: 501

Nova: The advert (storyboard and analysis)

For the promotional video, I had the idea to do a 'lookbook' style - where I would show the products and their prices.

I took inspirations from adverts from Boohoo (online store with similar target market) to have text on screen with the prices. 

I then created a storyboard:

It features 6 scenes and different locations (as annotated)

When it came to actually filming and producing the video - due to unforseen circumstances, the original planned location couldn't be fulfilled - so I adapted the plans. Whilst roughly sticking to the different scenes I had planned (compositions and different shots), I filmed more than required so I had enough to choose from. The following screen shots show the actual storyboard of the advert.

Scene 1:

The first shot is similar to plan - it slowly focuses in and shows the back of the model. This adds suspension of what the advert will be about, and the use of a slow focus in enables the video to ease in and start.

Scene 2: 

Whilst this isn't exactly the same as planned for scene 2, it shows a close up of the garments - with the added text on screen. Something which was planned for the video.







Scene 3/4:

 These two scenes show a longer shot, and a new product - again with text on screen to show viewers the prices and processes of how it has been changed. This will then question first time viewers as to why it had been changed - something they don't find out until the end.

Scene 5:

This scene is similar to the scene I had planned for scene 4 - a shot from across the street but with a different location.

Scene 6/7/8:

 These scenes then show the model wearing the garments and the versatality they have. They show the model having fun - a representation of the brand and the audiences perception of it.

 This shot from behind then leads to the end of the video. This shot shows the model looking ahead and somewhat exploring - another representation of the brand to the potential audience and how it is perceived.

Final scene:

 The final scene went as planned - the model then walking away, and the shot goes out of focus - to ease the ending on the video and have the main focus on the logo so viewers can see what the video was about. The text 'reworked vintage clothing' pops up just after the main part of the loho enhancing them, and making them stand out - so users can see exactly what the brand is about. The logo is clear and easy to read.

Text then pops up with the promotion of the website and social media accounts.

Overview:

Overall the video shows a huge representation of the brand and it's values. The use of a model within the targeted age wearing garments similar to which Nova would sell itself is a representation.

Whilst the original location didn't go as planned, the new location also works. The colouring and strong use of green show Nova as a fresh brand. The shots of the model having fun represent the feelings of the audience when wearing Nova. 

I kept the video reasonably simple to have a main focus on the garments of the clothes and the expressions of the model. 

The use of song has an unlifting, catchy beat and again, would entice the targeted audience to see it and watch it.

The video can be found here: https://www.youtube.com/watch?v=l5t2rvKgcFw

Nova: Moodboard

Once Nova's idea was established, a mood board was created to visually see Nova as a brand and a representation of what it's about. 

Update 5: Finalisation of processes and staff.

This week I have looked at staffing and processes - to gain further minor details about how Nova will be run.

A staff structure was complete and will consist of designers/manufactuerers. The owner will play a huge part of the company and have an insight into all processes behind the production.

There will also be freelancers to complete activities such as photography, web design and accountancy.

Nova will also employ graduates and students on an intern level - to keep costs down whilst assisting with building their skills and portfolios.

All processes were thought of and figures were found for all equipment that would be needed - both in the inital 6 months and launch of store.

Update 4: Finalisation of market analysis & marketing.

This week, I finished the research for analysing the market and finalised my exact customer - it has been decided that I am going to aim the brand at 16-24 year old women.

A name was also decided; Nova. The name stems from the word 'renovate' - which came from the idea of updating/re-working the vintage garments. It is also short, easy to remember and has a modern sound to it; something appealing to my targeted audience.

It was also confirmed that I am going to start the business as an online business first - again to keep costs down and get an initial idea of it's viability. After 6 months, a physical store will be launched.

From the market research and finalisation of idea - I began the marketing section. I thought briefly about the costs and budget I would have and kept ideas to a minimum cost - due to my business being a new start-up - but still working just as well for my targeted audience.

The following list shows examples of the marketing activities I established and the idea behind them.

- Launch Event
A launch event for the press will enable the brand to get out there. It will consist of bloggers and local magazine editors. Further research is still to be conducted to analyse previous brand's launch parties and their success.

- Launch day
The day after, and the launch date of the physical store will consist of a launch day event - there will be promotions in-store. This will create a buzz for the company.

- Discounts
There will be seasonal sales promotions in order to bring in customers and potential customers.

- Social media
Social media will play a huge part in the promotion of Nova, due to the audience age and their presence on social media.

This has been confirmed so far, but further marketing activities are to be planned.

Next week I plan to finalise my marketing and look at different processes and staffing.

Update 3: Identifying the customer and analysing the market

Last week I completed the customer research - and managed to specify who my target customer is and from this completed the customer profile and pen portrait.

I also managed to begin and nearly complete all of the environment analysis - PESTLE, competitors info and positioning map, and STP.

And finally I planned the story, and all shoot information including location, equipment, model etc.

For the rest of this week I plan to complete and finalise all market analysis, and then start with the marketing section and how I'm going to market the brand.

Update 2: Idea finalisation & further research

Over this past week I completed further research in my ideas which enabled me the information to finalise my idea and what would be most suitable to complete.

The idea I have chosen is to do a new start-up business specalising in re-made/re-worked vintage - i.e vintage items that have been slightly modified to have a modern/current look.

My research found that many current vintage stores - including independent companies such as Blitz Vintage (in East London) and chain vintage stores such as Rokit an Cow provide a section/department within their stores of this 'reworked vintage', showing there is a market for it. (see below)

It was also found that vintage clothing is becoming increasingly popular within a youth market.

From this, I have realised I can now conduct primary research in the form of interviews to these existing companies to gain more of an idea of the customer, as well as questionnaires to potential customers to further understand who they are and what they would want from the brand/business.

Also this week, I began to conduct research on the external marketing/business environment (through the use of PESTEL) - again to develop more ideas and further understanding of where my business stands.

The main document of the project was created this week to give me an idea of the structure.

Plans for rest of the week:
- Finish PESTEL
- Finish customer information (pen portrait, customer profile etc)
- Start and finish perceptual/positioning map