p7

1. Research
Taylor Fenwick

2. Existing Product
The setting in a
damaged and
dirty building.
The only type of
lighting comes
from the flash of
the camera and
then its put into
black and white
to make
everyone stand
out more.
The clothing
used is
basic but it
still make
them stand
out well.
Due to someone
performing on
stage and doing
a stunt would
draw people in.
The image
doesn’t contain
any text at not
even the name
of the album

3. Existing Product
The location is
set in a plain
white room
white the walls
fully painted that
expresses the
ethos and the
views.
As it is to
show a new
collection it
makes sure
you still know
what brand it
is while still
messy.
It use every
single colour
possible but
still manages to
look good.
Because of its
style and
being very
different it
would make
people want
to find out
more.
The only props used is a
hanging rack, the clothing
and a skate bored on the
floor

4. Existing Product
The images
show off the
clothing as
well as the art
on the walls
The pictures are
taken at a skate
park with little
lighting besides the
flash on the
camera
It uses a lot of
darker colors
besides the
banding on the
clothes so
people still
know the
branding
The only legible
text is on the
clothing its self
and even then
the main logo is
one letter
The angle used
helps get all of
the back ground.

5. Existing Product
https://www.youtube.com/watch?
time_continue=634&v=0IFBrv1zSac
As its pre
1990 it is
only taken
in black and
white.
The group of people are
all still wearing the
brand but its done more
discrete and isn’t as in
your face.
The only type of props
being used is someone
holding a skate board, but
its not a main part of it.
The location is
taken at a park
in New York but
you don’t get
much of the
background in
the photo.
The pictures was taken with
little to no warning giving it
a homemade look.

6. Research Analysis
• What common features do the researched
products have? They don’t give much context so to understand
it you will have to had previous knowledge about or already be within the
community. The colour schemes are darker with ascents of flashy colours
on the bands to make it more visible and memorable to anyone that sees
it.
• What aspects of the research will you include
within your on work? The way the models and images are
taken will have a lot of inspiration with in my work as my clothing and
what I find to look good follow the same themes.

7. Questionnaire Analysis

8. Audience research
• Observation:At a pop up shop selling a brand that falls within the
audience, the whole line of people are younger with no body there being
over 30.
• What this says about my audience: The audience are all young
so they all have a lot a thing in common such as skateboarding that is in all the
existing products.
• How will your product appeal to this audience: It will talk
about and show things that a lot of younger people are interested in and
follow.

9. Audience research
• Observation:Myself owning the brands that'll be featured in the
magazine and enjoy the lifestyle and culture that its built around.
• What this says about my audience: The audience
would fit within my age range and have similar interests in things within
music, fashion and attitude to them.
• How will your product appeal to this
audience:My product would appeal as I am one of the people in the
audience I will use similar techniques that draw me in to the same
products.

10. Audience research
• Observation: Rather than it being for teenagers and being
expensive, it will feature items that are at the very top of fashion with
Paris Fashion Week showing a lot.
• What this says about my audience: They could be
older and could be collectors.
• How will your product appeal to this
audience:It would have to have a clean look to it to appeal to them.

11. Audience research
• Observation:Hip Hop and fashion often cross over with modelling,
promotions and just wearing it in everyday life, one doesn’t work with out
the other.
• What this says about my audience: That people who
involve themselves with hip hop almost always have a interest in the
fashion side of it.
• How will your product appeal to this
audience:It will use themes that often cross over from hip hop to
fashion

12. Audience research
• Observation: A lot of the fans of the hip hop side are so loyal and
feel that its more than just ‘clothing’ or ‘music’.
• What this says about my audience: Presenting it
more as a way to love rather than clothes on your back.
• How will your product appeal to this
audience: It will be advertised not as just clothing but as something
more and that carries a meaning and a story behind it

13. Audience research
• Observation: Most people think that others want to follow their favourite
artists or bands
• What this says about my audience:This shows that they are
very influential and can be swayed easily by people. It shows 3 of the 6 (50%)
responses are centred around people being influenced by ‘others’ example include
‘role model/favourite artist/videos’
• How will your product appeal to this audience:It
will appeal by making sure that big names are involved in it. Use artists, environments
and music

14. Audience research
• Observation:This shows that people think that you are able to do and
express as they want
• What this says about my audience:This shows that they
don’t mind about what people do or wear. 66% of responses said no, suggesting
• How will your product appeal to this audience:
• As people don’t really mind what others wear and are not judge there isn’t going to be
anything needed. This means that

15. Audience research
• Observation: This shows that my audience think that fashion in hip hop has a
lot to do with showing off a lot. 2 out of 5 of the people said yes, it is to show off.
• What this says about my audience: This that they don’t see
how high fashion and hip hop have links.
• How will your product appeal to this audience:
Because the audience don’t see the link between them I wouldn’t have to force it
too much.

16. Audience research
• Observation: They think for the most part that it can be more than a
material. 50% of the people said it would depend.
• What this says about my audience: They that think they can
be more of a meaning behind it. It would be based upon the
• How will your product appeal to this audience: It
would be better to add in more aspects of lifestyle and parts that are more suited
for more of treating more of a way of living and having the mind set.

17. Interviews

18. For Interviewees

21. Interview 1
• What do you like about current fashion brands
and magazines? I know little about brands. I
think it may appeal to younger people. I am
41. Very slogan style though which seems to
be the in thing. I think the colour scheme for
me is very bland. Black/White and then the
odd dash of colour. Not something I would
wear in summer. The magazines are more
visual with little writing and look nice but
don’t appeal to me as I like more information.

22. Interview 1
• Observation: They were not very sure about current
trends in fashion due to their age.
• What this says about my audience: Maybe appeals to
people that are aware of the brand and can see
beyond the colours/words. Maybe people that
understand the fashion culture of the brand
• How will your product appeal to this audience: The
audience will be aware of its statements and a
lifestyle. It is less of a brand. It is relevant to music so
a particular audience is likely to be of appeal rather
than mass market

23. Interview 2
• What do you like about current fashion brands and
magazines? The brand shares its work with others such as
rappers and is very lifestyle based. Not something you just
buy of the shelf in Topshop. I don’t see it around frequently
like I would something from the high street. And that is my
point, it is not high street fashion so maybe not appealing
to the biggest audience. I think It is for those that
understand lifestyle. The messages are simple and are the
images tell most of the story. Maybe only those that shop
through print media. It is a straight forward no messing
about brand. Almost ‘less is more’ It is slogan based but not
the standard words so it is less for the masses and more for
those that like to pay more and receive a brand that looks
as great in print as it does on.

24. Interview 2
• Observation: They knew and understood
current trends.
• What this says about my audience: They like
unique and individual styles that aren’t readily
available for all and doesn’t like high street
styles.
• How will your product appeal to this
audience: Have unique pieces, a visual
narrative and a slogan.

25. Audience Profile
Category Demographic Content to appeal to this audience
Age Range
The range would
be between 16-25
• I would use tends that would appeal to that
age range with using the exclusive theme
that a lot of streetwear brands use.
Gender
The primary
gender would be
male.
• Because all streetwear stems from the New
York Skate culture it would main be viewed
by males.
Psychographic
Achiever • Because of the lifestyle being higher end it
mainly would appeal to the achiever.
Social Status
The primary would
be higher/ middle
class
• It would be aimed at middle and higher
class as the clothing runs expensive.

26. Research Evaluation

27. Research Evaluation
• Give an overview of how you conducted your research. Discuss the
strengths and weaknesses of each method
– Product Research
For this I used my own experience of magazines to find other exiting
products. A strength of this is that you get a visual representation version.
A weakness is that you are choosing what to look at so there could be
better stuff out there.
– Questionnaires
– This works well as you get the first hand response from people, also it was
easy to send out to people. But you may not get the type of responses you
wanted.
– Interviews
– They worked well as I was asking the question so I would get the response
I was looking for. A weakness is that people can talk off topic easily and
you would get what you want.

28. Research Evaluation
– What sort of a response did you get?
The responses I got where helpful as all the questions where answered. They
showed that they answered all differently so I got a range of responses which
helped as I could see what the trends was so I could see what needed to be
done for improvements. I also would have been able to see what worked well
and didn’t need changing.
– How did you distribute your survey? Give an advantage and a disadvantage
To distribute the survey I sent it out via email to people. The advantage of this is
that it can be viewed and done from anywhere. Also, you would have been
able to send the response back the same way. A disadvantage of sending it
out this way is that you might not get the right answers that you were looking
for and you wouldn’t be able to ask for a correction due to not knowing who
sent the response. As well as the wrong type of response you could also not
get a response as a questionnaire type survey they would have to do it.