INTRODUCTION A look book’ is a collection of photographs compiled to show off a model, a photog- rapher, a style, or a clothing line. It is an especially popular term with “fashion bloggers’. Look Books in their online form can be described as “fashion diaries” because bloggers are constantly updating them on a daily or weekly basis’ . Look books have their origins as runway-fashion flipbooks that designers and retailers often sent magazine editors. The new high-tech iteration of the Look Book is to be found throughout the Fashion blogging community often with an emphatic emphasis on street style. These self-made blogger Look Books have started to attract the attention of high- end fashion brands such as Maison Michel, Tommy Hilfiger and Dolce & Gabbana who are increasingly making more lavish and immersive online.
Consumers that exhibit a high level offashion innovativeness and opinionleadership may place a greater Temphasis on the layout/advertisingaspects of fashion magazines becausethey feel that high-quality photographsand glossy pages demonstrate the samelevel of quality that they place on H Efashion’ Summers, J.O. (1972), “Mediaexposure patterns of consumerinnovators”, Journal of Marketing, Vol. 36No. 1, pp. 43-9.In this project, you will develop anonline, media rich, interactive,multimedia Look Book for a High Street P RFashion retailer. You must use a predictedfashion trend or a seasonalthematic as its basis. Your look book mustbe dynamic, exciting to use and easy tonavigate. You can use sound, video and O Jstill images in anyway that allows theviewer to experiencesomething that is radically different froma conventionalLook Book (online or in print. E C T
To develop a greater understanding of intermediate CAD skills in the visualisation of high street Fashion retailing online, multimedia marketing materials. To introduce a basic understand of how CAD can assist in the development of internet fashion marketing To introduce a basic understand of how CAD can assist in the development of internet fashion marketing To gain an understanding of how use multimedia to enhance customer awareness. To develop a greater awareness of fashion Retailing brand design using CAD software To develop further research and development skills, communication skills and visualisations of CAD concepts.AIMS
CHOSEN RETAILER TOPMANBorn in 1978 topman with profits of morewas launched as a the one millionbrother to the sister pound.brand topshop, Then in the latetopmen’s launch ninety’s and earlyis prompted by 96 topman in-encouraging creased its footsales in men’s ware andfashion, now accessories asis one of to strengthenthe leading high its positionstreet brand as a market leaderretailer for young and also updatedmen’s fashion, the shop fit to ap-shifting the way ple to the youngermen approaches and more fashionto shopping , the conscious consumers.brand’s attitude to Thereafter topmancreating brilliant, never looked backaffordable and with a whoppingauthoritative men of 185 stores in Theware is second to UK almost ever highnone. street in the countryWithin two years boasted its very ownof its launch slice of topman, thetopman has be- rest of the globe wascome an catching up too.immediate success
topman owned stores in over sixty citiesworldwide stretching across twentycountries while boutiques in America, China andJapan stock the brand.To cope with the internet world topman seesover 160000 visitors on its traditional websitetopman.com with current shipping to the uk, Eire,Europe,USA and Australia. TOPMAN
DEFINITIVE TOPMAN CUSTOMER IS HARD TO PIN DOWN: IT’S A PRET T Y DIVERSE CROWD.In one corner, thetrend consciousbright-young Sub-cultural groups, largelythings snaffle up driven by the music sceneto the minute a vintage menswearfashion forward influence are heavy in thepieces on their Topman mix.way to the latest Cue indie boys shufflingclub. In anoth- around comparinger, the man who cardigans or vintage findswants to top-up as they plot their next gighis wardrobe with move or the new-rave crewessential basics enthusing over neon andand classic fashion retro 1980’s style sports-staples is perusing wear.the rails alongside Some men are adding tothe young buck in their already busy ward-suiting who’s kit- robes, so they plan to mixting himself out their new Topman with awith affordable dash of Dior. Others, likesharp tailoring for the pack of lads in thea new job. changing rooms, tying on new denims and shirts are looking for a whole new outfit for Saturday night. What unites these various man-tribes is the brilliant
variety on offer in the collections found under one roofat Topman. In one corner, the trend consciousbright young things snaffle up to the minute fashionforward pieces on their way to the latest club.In another, the man who wants to top-up his ward-robe with essential basicsand classic fashion staples isperusing the rails alongside the young buck in suitingwho’s kitting himself out with affordable sharptailoring for a new job.Sub-cultural groups, largely driven by the musicscene a vintage menswear influence are heavy in theTopman mix.Cue indie boys shuffling around comparing cardigansor vintage finds as they plot their next gig move orthe new-rave crew enthusing over neon and retro1980’s style sportswear. Some men are adding totheir already busy wardrobes,so they plan to mix their newTopman with a dash of Dior.What unites these variousman-tribes is the brilliantvariety on offer in the collections found under one roof at Topman. TOPMAN
BRANDT IMAGEOPMANTopman has an in house reliable design rangewhich revolves around new trends and refreshedon a monthly biases.This is where jeans or t shirts are giv- en new twistand turns to suit the market’s current mood, thepremium collection on the other side have morefocus on fit detail and fabrication.Also topman embraced more echo friendly productsthat is one of the major concerns of the fashionindustry by launching a range on fair trade cot-ton that meets the international BRAND IMAGE fairtrade standards.
Headed and created by director Gordon Richardsonand his in house design team Topman’s designcollection debuted in autumn winter 2005 with adistant vision of developing more individual, designled clothing somewhere pushes trend harderproviding its own top end line for the brand.Ever since after the launch topman is showcasedseasonally in London fashion week on officialschedule as a part of cat walk event MAN- acollaborative partnership between highly reputablefashion east initiative and topman.
TIME LINE2002 - Graduate Fashion Weekwinner, Andreas Edbauer takenon to design capsular collectionfor Topman.2003 - Yuko Yoshitake, Gradu-ate Fashion week Winner askedalong with other designers fromthe week to produce piecesfrom their show for Topman.2004 - Topman show solo atTruman Brewery to thepress - styled by Alister Mackie.2005 - Topman Design show-cases solo for the first time atChristchurch as an A/W cat-walk presentation to the press,styled by Alister Mackie. FirstMAN show takes place at theTruman Brewery to an audienceof over 500 press and buyers.
2006 - Topman Design launch-es in store. Maximo Park, KaiserChiefs, Boy Kill Boy, The Cazalsand The Paddingtons designt-shirts for the everymancampaign.2007 - White Shirt ProjectTopman Design and 5 otherdesigners interpret their idealof the white shirt. This will be on going project focusing ondifferent takes on staplesfrom a man’s wardrobe.Designers for launch are CarolaEuler, Siv Støldal, Richard Nicoll,Ute Ploier, Deryck Walker.2008 - Collaboration withAntony Price (Famousfor his designs for BryanFerry and David Bowie)on the first ever highstreet collection.
CHOSEN THEAMCinematicColors of Life Inspired by William Shakespeare’s poem ”The Seven Ages of Man” The basic notion behind the concept, is to portrait different roles one plays at different stages of life.
The office guyA mix of bright and darkColors gives an idea ofbalancing hard work, andstress but still Carrying onwith a calm mind..At work!! BE THE BOSS
Keeping in mind “All in denim” this image is inspired by the Fearless, energetic yet matured stage Of life, the blue demin represents energy The white colour represents a sense of Understanding… BE THENEXT
ROCK n ROLLAfter all the hard work itstime to rock!!The black and white colorgives a stylish Look and asense of confidence within..
FUNThe bright colors,floral print Gives anotion of energyand will to standout the crowdHappy and youngstage of life..Also such printscould be foundIn smart shirtscollection ofTopman
KEEP ITUNUSUAL!!!!Inspired by the laststage of life the dullcolor gives a towardsold age feeling , withfear of Separationsatisfaction ofFulfilling duties oflife….
Look Book CritiqueChosen Retailers FRENCH CONNECTTION LACOSTE Levi’S Burberry Topman ALL SAINTS H&M
FRENCH CONNECTION NOITCENNOC HCNERFFrench connection look book is a very interactiveand easy to navigate lookbook…It is an innovative concept where the viewer canactually assemble the man from top to bottom tocreate a new combination of cloths, the viewercould play with different heads even, with adds afun part to the look book at the same time givesa verity to the viewer choose his type of face i.e.long face or a round face…etcThe model in the book posed in not more than 3postures thus must have reduced the photo shootcost for fcuk .Absence of music could be added to the limitationof the look book, a particular sought of music ifadded to the book, might make it more interestingand fun to play with.Other then the music, a fewmore faces with different hair styles could beadded to give a wide variety to the customers.
For Levis the webpage is divided into 3 majorparts….Part a) plays a very beautifully animated video,promoting Levi’s new jeans manufacturing technology,which could save up to 200 million litre of water everyyear. The video very wonderfully utilizes almost allobjects we take in our daily use to convey this message, it is a very colourful video and creative video, which would engage the customer. Apart from the tech- nical side it is a good step forward by Levi’s words environment wel- fare . The only limitation seen in the video is its navigation options which limits it to rewind, and because the video Connery writ- ten messages the consumer might not be able to read it at once and might not be willing to watch the video over and over to understand it. Part b) is about Levi’s latest campaign CURVE ID which actually guide you on what type of jeans you should buy, it contains a quiz how you choose your pair of jeans. The look book for Levis is very or- dinaryone with no innovations but still easy to navigate. Levis could have made a better background for the look book some sought of innovation like they have it on their windows
also I felt the webpage was a bit messy and lackstraight forward headings.Part c) is about a film workshop that Levi’s conducting inlos angles.
Loceste’s look book is all about “unconventionalchic”there new collection, the tag lines like “ stand up foruniqueness”,” make it look easy”,” change the rules ofthe game “…. Are used with key look which very muchmatches to the brand image (being started by tennisplayer).The key colours used in this collection are black andgray and white in particular, which makes it stand outfrom the other look book’s..The styling for this particular shoot is so unique thatit gives a reason to by the regular but signature stylewhite lecoste t shirt (for men)…. For women locestethey to a different part ….they tried coming up with newstyles though the collection is very limited but that’swhat make lecoste different from othercompetitors in the market….In look book is again simple but fun to look at….easynavigations, less slide show and more videos , goodback ground music and a making video of the shoot,story of the origin and basic idea behind unconventionalchic that actually, could inspire people to take a look atthe collection instore.Simple white back grounds but a zoomed in image ofthe cloth to give the viewer a better idea. Overall aninteresting one.
It’s a very interesting one, Burberry have actually added clips of the catwalk in the book. Otherwise the book is a slide show but of small video clips, instead of images.. It helps to give a overall 3d view of the dress and off course watching is better than clicking and specially when you have a wonderful song added to the background. The navigation is easy the is dividedinto 3 parts. Watch the campaign, look through the catwalk and go to the shop.
All SaintsAll saints has a causal look book with imagesin it, and just a zoom options. No music, nobackground, no animation so was not someextra ordinary book.Just opposite of is unique and eye catchingbrand image.
TOPMANThe look book of topman is not very interactive,it is very clear and at the same it is veryinformative, unlike other look books it givethe viewer a detailed description ho whatare the trends running and thems chosen fortopman.i chose to review this particular lookbook for two reasons, first is to gain a betterunderstanding of the retailer, other is it’s abit different from other books.My suggestion for this book is they couldhave added a a bit of animations to the bookif not videos.
TECHNICALDEVELOPEMENTFor complishion of this project i have useda combination of all the three softwaresindesign, illustrator and photoshop.The contribution of illustrator is not muchin the project, but photoshop and indesignwere widely used.
I didn’t want every page in one rhythm, that’s whyI opted for different backgrounds for differentpages. I wanted every page with a particular feel,so that it catches the eyes balls of user. I wanted itto be capable of holding user’s attention. It doesn’tmean that I worked in an un-formatted way, Iwrote every text in Verdhana font and left 4.4 mmgap around.
Normally, I used Photoshop for cutting backgroundsand adding effects, for adding that I used quickselection tool or redefine edges, whereas foradding effects to the pictures I also took help ofmenu curve.
Afterwards, I got those images to Indesign, andplayed with many in design options, like texts,colors, lines, or objects. At some places I also usedeffects of Indesign. One more thing that I likedvery much was in design’s new option ‘animatedmenu’, which I used a lot. And playing with theseoptions allowed me to create something new,I really enjoyed it.