7. “… there is a need to develop skills in seeking information and understanding market issues, and being able to assess the quality of information...” - Nigel Bradley (2006)
29. “ Research & analysis of the market, as well as the brand ’ s competitors and its audiences, are critical to any brand development.” - Melissa Davis (2009)
Emphasis of this unit on thorough, investigative research into the entire spectrum of retailing practices and target marketing within a chosen study company.
“ Creativity involves several different processes that wind through each other. The first is generating new ideas, imagining different possibilities, considering alternative options…The creative process also involves developing these ideas by judging which work best or feel right.” (p72)
So…the key to creative research involves the processes of generating and evaluating ideas … it doesn ’t matter whether you’re designing a brand’s story and all the creative work that goes with this or carrying out research for a report or other piece of written work.
How do you unlock some of these ideas and make a start?...
1 Use the advance search option – this allows you to ‘search within a site or domain’. This is particularly useful as you can limit your search to a company site (e.g. .com or .co.uk) an organisation (e.g. .org.uk) or an educational site (e.g. .ac.uk). For example we can limit your search for a particular author to academic sites only [live demo searching for info on Stuart Hall]. Using advance search you also have the option of selecting a date (i.e. pages created in the last week or year).
As well as holding physical items we also record content from TV using eStream. This is UCA ’s equivalent of the BBC’s iplayer. You can watch streamed programmes from any computer with an internet connection. In fact we’re so excited by this new resource that we’ve created some crazy straws to promote it – I’m sure you’ll be seeing these at the fresher’s fair! Estream can be accessed from the University Library’s website, but more on that later…
Or periodical / magazine, etc. Activity involving a selection of journals: What is a journal? Let ’ s take a closer look at journals as you may not have used them in research before. Get into Groups of 3 or 4. Each group will be given a copy of Fashion Theory – one of the key journal titles for Fashion. You have no more than 5 minutes to do the following First I want you to all take a look at the journal and I want you to discuss the following question: what is a journal? Next I want you to choose an article that looks interesting to you and write down as much of the relevant information as you can (e.g. article title, author, etc.) Open discussion & feedback – what is a journal?
What ’ s a journal reference You should now have a better idea of what a journal is – how do you recognise a journal article if it is referenced?
What ’ s a journal reference You should now have a better idea of what a journal is – how do you recognise a journal article if it is referenced?
What ’ s a journal reference You should now have a better idea of what a journal is – how do you recognise a journal article if it is referenced?
THE JOURNAL PORTAL PROVIDES A FULL LISTING OF ALL PRINT AND ELECTRONIC JOURNALS HELD BY THE UNIVERSITY LIBRARY. OVER 12,000 TITLES ARE AVAILABLE. 360 SEARCH ENABLES YOU TO SEARCH MANY OF THE LIBRARY'S ONLINE RESOURCES SIMULTANEOUSLY. Athens on MyUCA
We have several key trend publications in the library, a few of which I have brought along for you to take a look at. Zoom on Fashion Trends Published twice a year (Feb & Sept) The research magazine with its very own way of supplying information to fashion professionals. The colours, inspirations, materials and lines of the macro trends more than a year ahead of the market. In-depth features on sociological themes, tips on colours and trends from major international brands, all the latest trends on the web and the hottest news from the sector. Fashion Basix - Published twice a year (May & Dec) This new publication targets fashion professionals, giving them an essential guide to quickly and intuitively spot the most commercial trends for the coming season, but also the basics for the next season. Once a trend has been identified, the magazine calls upon an internationally acclaimed designer to interpret the trend, going into detail about its emotional, conceptual and material aspects. We also subscribe to these view publications: Viewpoint Viewpoint aims to give the reader a glimpse at the future that will influence their design and sales strategy for tomorrow. It looks at consumer behaviour View Each issue of Textile view contains quality information to help companies identify markets and build their fashion collections – widely regarded as the bible in the textile buying industry. View2 Sister publication to Textile view, View 2 is dedicated to the world of casual, sports and jeanswear for men ’ s, women ’ s and kidswear.
We subscribe to Promostyl ’ s trend books for both women and men. These books are updated every season. Currently we have Women & Men ’ s Trends Summer 2010 and women ’ s and men ’ s winter trends 2009/10. These books are held behind the counter in the library for reference use only.
View Network provides fashion reports, industry analysis, blogs and discussion for
p.48
http://www.youtube.com/watch?v=zrKYUf5mNhA Brand story / narrative Blake Mycoskie, founder of TOMS Shoes, talks about how the concept for TOMS Shoes was born http://www.slideshare.net/bekahchristie/fashion-motion-telling-your-story-via-filmljfff
By linking the cause and the company so tightly, Toms has been able to generate far more attention, at much lower cost, than traditional shoe companies can. AUTHORITY: THE WORLD ADVERTISING RESEARCH CENTER IS BASED IN LONDON WITH OFFICES IN THE UNITED STATES AND AUSTRALIA. IT IS A PREMIER PROVIDER OF INFORMATION AND INSIGHT TO THE GLOBAL MARKETING, ADVERTISING, MEDIA AND RESEARCH INDUSTRIES. ITS PUBLICATIONS AND CONFERENCES HAVE STRONG REPUTATIONS ESTABLISHED OVER MANY YEARS. DATA IS DRAWN FROM MORE THAN 40 INTERNATIONAL SOURCES. THIS INCLUDES WARC'S OWN PUBLICATIONS AND THOSE OF ITS PARTNERS, WHICH INCLUDE THE ADVERTISING RESEARCH FOUNDATION, ESOMAR, THE INSTITUTE OF PRACTITIONERS IN ADVERTISING AND MANY MORE. CONTENT: PROVIDES OVER 45,000 PAPERS, CASE STUDIES, RESEARCH REPORTS, NEWS ITEMS AND SUMMARIES, AUGMENTED WITH BEST PRACTICE GUIDES AND STATISTICAL DATA. INCLUDES FULL TEXT ACCESS TO THE FOLLOWING LEADING INDUSTRY PUBLICATIONS: Admap magazine - indexed from 1964, full text from 1990 International Journal of Advertising - selected full text from 1982 onward International Journal of Market Research - indexed 1963 - , full text 1990 - Journal of Advertising History - 1977 to 2000 Journal of Interactive Advertising - 2000 onward COVERAGE: MID 1960S ONWARD. UPDATED DAILY.
Creative Club is the largest advertising archive for advertising professionals. Covers TV, Press, Radio, Internet, Outdoor, Cinema, Direct Mail and Door Drops. It includes audio, still image and moving image advertisements.ADSNAPS is an additional package which generates product and company reports in PowerPoint or PDF format, allowing you to instantly view advertising expenditure and sample creatives of campaigns and products. This resources is of particular interest to people studying Advertising, Business, Marketing, Art, Design, Graphics, Media Studies and Communication.
Do you have any questions about the areas I have covered in today ’s workshop?
