FMP

1. Research- Primary and
Secondary
By Fintan Sedgwick

2. Existing products
(Marketplace)

3. This is a piece of work which has really
inspired me in the short time which I
have known about this because it is
similar to the design which I will be going
down because I want to make something
which I enjoy, one thing about this book
stands out would have to be the
simplicity around it because there is very
minimal look to it, the simplicity makes it
seem more of a home made book
because it doesn’t have the classic layout
of a normal photography book, also as
well as being a fashion photography it
involves graphics design and fashion
design which I want to have a similar
design as I am going to hopefully feature
home made clothing throughout my
booklet/leaflet as I want to show of my
work in a way which can be seen as more
genuine and not a professional piece of
work. Also it has been made to look like
a work in progress which is very strange,
but it is appealing to people.
When it comes to copy work for
this piece of work there is a lot
more which I am hoping for
because he has pretty much
unloaded his entire idea and
production to come up with his
entire collection as there are pages
and pages of text talking about the
reasoning behind certain choices
which I am not going to do to the
same detail because I may include
some things which I didn’t think
highly of, but mine is going to be
mainly photography. As well in this
book there is a lot of repetition
because he sais a lot of the same
things over again because there
isn't much else to say after he had
talked about the first production
on the first shoe. As well as the
production there is a lot of BTS
shots which shows his mentality
when it came to certain things.
This book has a very strange layout in
comparison to normal book as there is a
splash of everything in all different places,
which is really interesting as because it is
free he will not attain any money from this.

4. Sections of this piece of work which I hope to utilize in my own piece of
work would have to be the type of font which has been used because it
is very bold which makes it stand out, the name of the font is Off-White
but a font which is very similar to this would have to be “Helvetica”
which is a very plain font. The black text in this book stands out
because it shows power which is the theme which he is trying to go for,
I think that I will try and use this in mine because I want to show
strength in my own work. Even though I want to go with a similar font I
will try and get a different one because I don’t want to copy them, by
choosing a different font I can chose how I present my work to my
audience. One thing which Off-White have done which makes them
iconic would have to be there Font because it is well known throughout
the fashion industry and also anywhere on social media, which
hopefully will happen with my work which I am going to make for my
FMP. As well as the font another thing which Virgil has done which I will
try and work into my own piece of work would have to be the style of
colours which have been used throughout his work because he uses a
lot of black and white because they both have very different
connotations being for black, authority and elegance which he strives
for where as white symbolizes innocence and purity, to me these are
the two main colours which I am hopefully going to use in my work and
also I will try and include other colours which are bright and vibrant
which are seen in the “Textbook” because he only uses colours which
are seen in the photos.

5. This magazine is shot by Arnaldo
Anaya-Lucca, this magazine is very
different from the previous one as
each of the shots are staged and
have a very strong theme being black
and white which is his style of
photography, by making it black and
white you don’t have to bother
about touching up there appearance.
Also by going with black and white it
gives you the appearance of power
which would work alongside the
outlander style clothing which they
are wearing and also black and white
connotes innocence which is quite
the polar opposite in this case for the
appearance of the models. Also with
the photoshoot you can see that
they have been given a large budget
as they have use a lot of different
locations in comparison to the
“textbook” which was in the same
area with a small budget as it is
homemade.
Some thing about this magazine which I
really like would have to be the layout
as it is very simplistic and minimalistic
because they have a few photos per
page with a short little paragraph going
into detail about shot and the brand,
which will be something which I will try
and doing similar because I don’t want
to clutter the page with loads of text.
When it comes to the layout you can
see that the page which has two
photos on link together and the other
page doesn’t link with it, also in my
opinion it doesn’t look very
professional at first because to me it
looks like a portfolio of work because
the pages don’t have titles on them so
you don’t know what they are
portraying you. Nearly every page in
this magazine is layed out in the same
way because they have a huge image
on one page and two images on the
other side which is nice because they
have stuck with the same layout.
For the modelling section of this work,
they have chosen to have people which
are seen as the ideal looking person which
they know are going to appeal to the
opposite gender, which I am not going to
be able to get.

6. When it comes to this magazine there are not many things which I want to utilize
in my own piece of work, the only thing which stands out to me which I think looks
excellent would have to be the text in the bottom left of each image because it is
just a short message talking about the image, which is something that I could use
when it comes to my work as instead of having huge articles of text talking about
what is in the image. The reason I think that this is the only interesting section of
this magazine would have to be that there Is nothing which stands out about this
because all there is photography are nothing to touch on which I could use in my
work. I think that this is the only part of my research which I thought didn’t work
well as I haven't taken anything from this which could help me when it comes to
making both my photography and also my magazine/portfolio. When it comes to
my Final piece I will try and strive away from this genre of work because it is very
minimalist and I will try and include techniques from many different sources.
Something which I think that works well for this magazine even though I dislike it
would have to be quality of the photos as they are absolutely amazing as there is
nothing wrong with them.
There are many different styles of photography in this magazine varying from
close up to long shot and black white which by changing up the styles every so
often it gives the audience a variety of work which is done by Arnaldo Anaya-
Lucca.

7. The following two images are of different streetwear advertisements from different brands, I
chose to talk about these two because at the same time as being very similar they are polar
opposites because the one at the top has a message on the page trying to tell something to
their audience which is nice because it gets a message across that you should value everything
which you get. I think the reason why I like this advertisement would be because the text
matches the clothing which he is wearing because it talks about money while wearing an article
of a dollar bill. The opposite to this would be the Adidas image because they have gone for
something abstract which will pull their audience by making it bright and strange, because they
have replaced the models face with a statues which changes the whole photo because they
could either be trying to tell their audience a message and there is a deeper meaning behind it
or they are just trying to be creative and different. Another thing which stands out to me would
have to be their colours because in the first image there is a lack of any colours besides the
bright green text which reads ”I didn’t like” which is strange but nice at the same time because
they are highlighting the thing they want your attention on because it is right next to their
clothing design, also a lack of colour in this photo shows the theme which they are going for
which would be power because they chosen an absence of colour which put a black colour the
background which shows the power which this individual has as well as what the brand means.
This in comparison to Adidas is completely different because they have used very bright colours
to show they brand which gives you a sense of warmth because the colours which they have
chosen contrast each other and give a positive feeling towards the audience, the reason I
believe chosen to do would be because they want to attract the audience which is the younger
generation, also they haven't chosen to put a dark effect on it because they don’t want to make
the brand seem powerful in that aspect because the lack of colours gives a sense of fear which
may put some people of a brand which they have known for so long.

8. For these two photos something which I am going to focus on would have to be the style of
photography which they have used and how the difference changes the feeling of the photo,
for example with the first photo they have chosen to go with a longshot which covers the
body from head to toe which allows you to see what they are wearing so you can see what it
looks like, as well in this image they have chosen to make the model seem dominant by
choosing to use a low angle which makes it appear that the model has more power over the
audience because he is look down at them, which is nice but at the same time some people
may not like this because they would prefer to be on a neutral eye level, something else I
would be that this photo is very good as they have made sure that everything is in focus and
nothing blurry which shows that they don’t just want you to look at the model they want you
to focus on their surroundings. The second image is very nice as well but this one has a
different style of photography because they once again have used a longshot because there
are so many people in the shot so trying to make sure they are all in there might be quite
difficult and also they have made shot eye level so that the audience feel more neutral, which
is different from the previous image. The comparison between these two images would have
to be the colour in the photos because the one above is in black and white and then the
second photo Is in colour and very vibrant, something which stands out about the original
Adidas photo would be the quality which isn't the best because of the era but they made the
best of it.
Out of these two photos I prefer the 1st image because it looks more like what I want my
work to look like which is quite dark and urban, but one thing which I don’t think I will be
doing for mine would have to be making it black and white and having the text on the front of
the page which have a bigger meaning because I want my audience to focus on the model
and the clothing.

9. For the final book/magazine I have gone with this Vogue book which goes over every single
cover they have ever released over their 125 years in the business, this one stands out to
me in comparison to the other two because there hasn’t been much effort putting them
into the book but you can see each different era and what was fashionable which gives
people a really good insight into the fashion industry, there are sections of this book which
really intrigue me the main one being the image on the left because it has a blown up image
of a certain year maybe showing a milestone. This layout is very similar to “We shot the
sheriffs” magazine as they have chosen a individual image to fill one page and then have a
few small images. One thing about this book which I dislike would have to be that there is
no change in the photos because every single image is the same as they go down the same
route, bright colours ,attractive people and joy. These are few of things which are identically
to each because throughout the book they have no black and white images, strong and
powerful photos and they are pretty much women which I think they would benefit from
spicing it up. Besides these things that I dislike one thing which I really appreciate would be
the crystal clear quality of the photos which is something I will try and take from this. When
it comes to some of my ideas I don’t think that I will make my work similar to this because I
am not wanting to have a book full of old images and not text around them talking about
when they where made and who made it. When it comes to the colour schemes of this
book as you can tell it is very vibrant because it connotes glowing with light which shows of
their main appeal that would be makeup, also it appeals to their audience who are of the
younger generation as it shows a unrealistic portrayal of peoples appearance. This piece of
work has been highly rated by companies such as Barnes and Goodreads, the reason I think
that it has been praised so highly would have to be that it is a piece of history as it goes back
to first ever Vogue release and it helps people who are in the fashion photography industry
or are up and coming photographers, Although it has been taken very well by the audience
some people are disappointed in the product in the quality of when it arrives in person.

10. In comparison to the other two magazines this piece of work is a lot different in the way it is
presented to the audience, as the first thing which you are drawn to would be the huge bold
text which says ”VOGUE” in a font which Is known throughout the entire fashion industry as this
is the number 1 fashion/make-up magazine. For the front cover one thing which I really like
would be the large amount of open space so that you get to see the entire image which is what
they are trying to show you, as by having a large open area it makes you focus into certain
things. Very few of the front covers for VOGUE have little free space because the space which is
free is usually the face of the model so that you can see them into their entirety and what
people have done to them, e.g. make-up and clothing. Another technique which I could use to
my advantage would be the colour schemes which they have used as with each and every front
cover the colours are completely different from each other for example with the cover with the
model Ashely Graham in the cover the main colour is white which you can see a lot as there is
white in both the fonts the clothing and background, the only colour which is different would be
her hair, by choosing white as a main colour it connotes innocence and safety which is what
they portraying to their audience. In comparison another cover which is different would be the
cover with Crystal Renn which you can see is the complete parallel to the cover before as the
colour scheme is really out there with blue and orange which both have connotations of
something joyful and bright. The reason I will try and use this in my product would be because I
want to portray different meanings behind the colours as by doing this I can get my message
across not just by text. Also something which I wont try and do in my work which they do would
be touch up the photos as I feel like this gives the audience a false sense of reality, and it is
unrealistic, by choosing not to do with I will capture the models natural look. Overall this piece
of work is very nice whether it is the colours or the layout as it sets it apart from any other
fashion magazine which I have seen during my research.

11. When it comes to fashion Photography these are two pieces which really appeal to me because I
want to make my photography style similar to this because I want a natural look to my photos. In
these photos they have gone with a neutral angle because although they made the model look
down on them which shows dominance, but it is slightly tilted upwards so that they are neutral to
the audience. Both of these images are really similar to each other in both the fact they are a mix
between close-up and mid-shot because they are waist upwards which gives the audience a feeling
of the models emotions and makes it their faces clearer. But one thing which they have different
from each other would be that the second image is looking directly into the camera lense which
allows the audience to fell comfortable with the character unlike in the first photo where he is
looking away from the camera which somewhat makes the audience fell small in comparison to the
model. Out of these two I prefer the one at the bottom because the colours all work well with each
other and is full a lot of white which shows innocence and purity and then the green coming
through shows nature and is seen as the colour of life, in comparison the first image has colours
which don’t contrast each other such as green and pink.
When it comes to this style of photography which is street the best thing for me to do would be to
make it not-staged so let the model do what they want so it looks realistic because from what I
have seen these are the best type of photos, one in particular which I found would be by Ben
Cunningham who had a photo which looks like it is completely staged but it isn’t which sets him
apart from other photographers as was different.

12. • This is the only part of my research so far which Is based around photography so the
production techniques are very different from my previous research, one thing which I
will take away from this piece of work would have to be the lighting which they have
managed to capture as it is very difficult to correctly angle your model so the light hits
them correctly, also with their shooting they have used natural lighting instead of using
fake lighting which gives you a brighter look on a specific side of the model, by wanting
to use natural lighting it will be more difficult on myself as I will have to shoot during the
“golden hour” which is a period of time which is either after sunrise or before sunset as
the sun is high in the sky and brighter, or I could shoot in the ”blue hour” which is before
sunrise or after sunset which is the complete opposite. Something else which intrigues
me about this piece of work would be the composition of the whole piece as It has been
set up to get the right proportions whether it is the plants on the sky, the way in which
this is done would be by taken hundreds of photos and cutting them down to 3-5 photos
and then picking the one which stands out the most. I will try and use this technique in
my work because I want to make sure that I get the right image by using other peoples
opinions on which one works the best for what I am trying to sell. These are the type of
photos which I am going to take because at the same time as looking professional and
staged it also looks quite natural, and also if I try and make mine look as natural as
possible it will give the audience a feeling of neutrality because it will show them that
they are realistic and not staged.

13. Summary
• In summary when it comes to the different styles of fashion photography magazines
one of them which I will take forward into the style of magazine would be the ”VOGUE:
The Covers” as it stands out from the crowd. Because they have a style in which is plain
but also at the same time quite abstract and unique as they do things which you would
usually see in a magazine but to a much higher standard for example using font and
layouts which are unusual and are only able to use by them as they created their owns
fonts which they are known by, also with vogue there is never a repeat of a design of
the front cover because they use many different colours and styles by doing this they
never run the risk of looking the same which is good because no matter who looks at
the magazines they can never get bored of the front covers because they wont have
seen anything like this. The one which is my least favorite would have to be one which
has the name ”We shot the sheriffs” as this is very plain and boring and has nothing to
it because there Is nothing which makes it stand out to any of the other magazines
because they each have their own specialty because the others have a feature which
would be being abstract and out of the ordinary, and because it has nothing special it
will not be remembered by anything so it will easily be forgotten and many more will
be made like this identically.

14. Audience Research

15. The reason which I decided to add this question into my Survey
would be because it gives me an insight on what my audience
feels of about certain clothing styles, but just because it can
show what someone likes or is into, I am going to make sure that
in my FMP I have a mix of clothing from many different styles
and people. Because my changing the style from the normal I
will be able to open up to a larger audience which is the key
thing which every one wants. One thing which stood out about
these answers would have to be that they mentioned the
persons age which I kind of expected because the older
generation has a very different clothing style to the younger
generation which you could easily pick out but as said in the first
answer if the younger person wears an article of clothing which
is more commonly seen on older people it doesn't allow you to
guess their age as they are wearing something which they are
attracted to aesthetically. Another answer which I liked would
have to be the last one which mentioned spending habits which
none of the others picked up because depending on their age or
their financial stability they will have different clothing styles as
some people who are wealthier are more prone to buying
articles of clothing which are of a higher value and statues where
as someone who isn’t as wealthy will buy something of lesser
value but to a similar quality as they pretty much the same.
Another answer which no one else came across would
have be the third answer as it mentioned people
following trends and what kind of groups people are in
for example, if someone to wear joggers they may be
categorized in a slightly chavy group as joggers are more
commonly worn by this group, which I don’t think will
happen in mine because it doesn’t matter what someone
wears if they like it they shouldn't be judged for it.

16. The reason I decided to introduce this question would be
because I wanted to know in which order they would want
to see that clothing style in because I think I should get by
best pieces of work first and the things they like because if
I leave it until the end they will lose attention. With the
outcome of the poll I kind of knew which one was going to
come last as I asked a fairly young audience because that
is who I am surrounded by so the reason it is last would be
because it is a clothing which isn’t commonly chosen by
people of a younger generation as it doesn’t fit with what
they are used to wearing or what they are wearing at the
moment, also I was kind of shook by the answer for first
place because I would have expected casual to come out
on top due to the shear amount of clothing articles which
come under this category but I think it came down to the
people who I asked because I asked people who I knew
wore more street wear than casual wear so although it
don’t mind their final answer I think that I should have
asked a wider audience so that I got a more even answer
but I think I didn’t send it out to enough people as I think
that if I where to send it to the older generation or middle
age the answers would be massively different as it would
have been something which they where brought up
wearing.
The order which I will be putting the clothing in will be as
followed-
1- Street
2- Casual
3 – Vintage
This may change in the future if I wish to change one of the
following styles of clothing, probably vintage.

17. For this question I didn’t organise it very well, as I put why?
As an option when it was suppose to be an add on to the
other options, so I think If I where to do that instead I think I
would have a better idea on what people prefer because it
would show which is the best and worst out of all of them,
because at the moment you cant see them unless you go
into all of the responses which you cannot do if you are a
viewer.
For this question I wanted to look into the photography side
and see which was the most popular amongst my peers.
And then I chose the most popular style of photography to
do throughout my magazine which is street fashion
photography because it is very simple but it includes many
different styles of photography all in one, and also the least
popular style was editorial fashion because personally I
don’t think many people know what this style is because it is
one which one isn't heard of that often, unless you are in
the fashion photography industry which not many of my
peers are know about. I'm happy with the fact that my peers
wanted street photography because it was the one which I
know the best and I was initially going to do because I found
it the most interesting because I have seen many photos
online which I have taken inspiration and different
photographers especially Bill Cunningham.

18. I chose to do these two questions because I wanted to see the contrast
between the opinions on what they are, because by choosing both
bright and dull clothing I can which one would be more appealing to my
target audience. First of all when it comes to the dull clothing I feel like
the general response was that the person can be seen as quite boring or
the older generation wear more dull coloured clothing because they
don’t want to stand out and also one answer which was different from
the rest would have to be that the clothing is nice because you can jazz
it up using accessories which was different and I liked it because it gave
a different perspective in comparison to the other answers which I got
for this question.
Then for the second question I wanted to see the appeal of bright
coloured clothing which was way more positive than the dull clothing
because it make the person see happy and brings out their personality
which I thought was really nice because you have a huge contrast from
dull and bright in how other people see and I think it works quite well
because you can learn a lot from what colours people wear on a day to
day basis, also there is only one answer which agreed but disagreed at
the same time because they like the appeal of brighter coloured articles
of clothing but it wouldn’t be something which they would wear which I
can see because not everyone wants their clothing to stand and would
much rather blend in with the rest. Over all I think I am going to do a
mixture of clothing colours because I want to be able to appeal to many
different groups of people in my target audience as this will increase the
amount of people I can show my work to and also they can have their
own opinions on the clothing, which may be different from others.

19. These are some fashion photography and clothing customer feedback
and also about what there audience is like because by knowing the
competitions audience you can look to them and try and do things to
get their attention so that you attract a similar style of people to your
brand. The main one out of these which stands out to me would have
to be the 3rd one as it talks about how the age will effect the branding
because depending on the age the availability of what you can show
will change. For example they say the majority of clothing brands
target teenage girls which is a very large audience, I would say they go
with females because they will wear nearly anything which are new
and up and coming because they are seen as very popular.
Something which is a main factor when it comes to age would have to
be that the older generation are not really intrigued by the new
fashion because they like what they have grown up with and will not
change just because they have become more popular, where as the
younger generation feel the need fit in by wearing more popular
brands and trends, for example something which was highly worn
throughout 2018 would be the oversized look which has been a
popular fashion trend for over the last year, the reason behind the
trend would have to because it is different and looks very strange. In
the third feedback it talked about how they usually show they clothing
before the school starts or ends because they are more likely to buy
them when they are not at school because they cannot wear those
articles of clothing.

20. Audience For this part of my research I will be talking about how society influences many
different trends, with this one it is about how the younger generation is so obsessed
over hype beast style clothing companies, which mainly include the likes of Supreme
and Palace. So with thee article on the left it mentions how the streetwear audience
has changed their opinions on certain brands and how they are more attracted to
high end clothing which isn’t as accessible which creates hype for it as they are so
limited in quantity. Also in my opinion although the clothing is very well made and
looks very nice I think the only reason that these companies are able to make so
much money would have to be the fact they make so little which gets people to pay
resell online which can be around 200-500% more than its original value as of the
website “Quora”, for example A supreme x Northface collaboration which for some
items came out at around $500 and then where resold online for upwards of $1100
which an absurd amount of money which they are missing out but for I think that
people who buy these articles of clothing are not there to wear them they just
buying them so they sell it on for a lot more, which creates jobs for some people
which Is good but due to the prices not many people are able to afford these things
because they are more commonly worn by people of an upper class and have more
money to spend on things such as clothing. I think there will be a huge difference
between this audience and the type of audience I am going for because I have a
chosen a middle/working class because these are people that if they have money
spare they will go out and treat themselves to luxuries such as clothing which is
what the majority of the population do, also I don’t think that the items of clothing
which I am going to put in my magazine are going to be expensive or of a very high
end brand because my audience wear more street/urban clothing.

21. Audience When it came to some of the styles of clothing which I will decided to
use in my final work, I had to look at the least popular because I could
work out which clothing articles I could make my model wear so that
they stand out more and the articles of clothing are there to appeal to
the audience. So one of the main clothing styles which I didn’t want to
put in my magazine would have to be the leather trousers which are not
seen as often as they use to be so my putting clothes which are popular
in my magazine it will entice more people because certain clothing
styles can put people of as they really dislike the clothing. Although I
feel like people can wear whatever they want I wanted to make sure
that my audience like what I have to offer so I used articles of clothing
which are liked across the majority of the fashion audience, which
would include Hoodies, Denham jackets and sweatpants which are all
worn a lot in modern day, which due to my audience being the younger
generation these will appeal more towards them compared to the older
generation. So one thing I found by looking through this site would have
to be that some of these clothing styles where very popular in previous
years but have dropped off a little due to both the appearance and also
the lack of people purchasing these clothing styles, which gives me an
insight into what may be popular this year and also what could be seen
as unpopular, as well some of the styles of clothing which I put in
magazine may decline in popularity in the next couple years, so I wanted
to put clothing styles which I enjoy myself even though I may not wear
that style I can see the appeal in them and also hey are worn by the
people who I decided to photograph so they didn’t need to change their
style when it came to the days I decided to shoot.

22. Secondary Audience On the left you will see two screenshots about the clothing industry in particular streetwear, for the
first screenshots it talks about the lifespan of an article of clothing and how relevant they stay and how
often there are purchased. I think that this is quite a significant figure when it comes to streetwear
because the majority of products have a lifespan which will be forever at 62.4% but at the same time
there are some products which have a really lifespan of less than 1 month at 2.6% which are more than
likely a short trend which occur all the time. I think that the reason behind some of these products
lasting forever and other only a few weeks is because of how popular they are when it comes to their
peers because I personally think some of these clothes only get a short lifespan because of how people
perceive these clothes because of what they look like. As well in the screenshot there are analytics of
how often streetwear is bought, and it is what I expected which was that most people buy at least one
thing a month because most people cant afford to be buying something everyday or every week the %
for buying one a month is up at around 45% which is nearly half the consumers of people who
answered these surveys. I feel like when it comes to people who buy an article of streetwear each day
these are people who are in contact with more money as this would be a ridiculous amount of people
being spent because if you work out the average price of an article of streetwear I would say It would
be around £15-£20, which is a lot to be spending every single day, also I think that the people who do
this are kind of doing to fit in because they may see someone who is wearing something really nice so
they want to buy it so that they can fit in.
The second screenshots talks about how different regions have different interests, the first thing which
is was that China/Japan are the most interested in exclusivity when it comes to streetwear which is
quite interesting, at around 53.9% for China/Japan and only 25% for NA/EU I thought that the NA
would have a higher percentage because the majority of these exclusive streetwear are American
brands so I thought they would be more accessible to the American audience, but at the same time a
lot of China/Japan are really into their fashion as they have so many American and English brands over
their which are quite high end, so at the same time as expecting the NA/EU to be a higher percentage I
can see why China/Japan are higher mainly because of their population. Also something else which you
can see would have to be that the NA/EU only come out on top of China/Japan in a few of these graphs
which is strange because the NA/EU are very orientated around nice clothing at hype when it comes to
their streetwear brands, but one thing which I have mentioned already which may play a huge factor
into this would have to be the population of China/Japan because their population combined is at
around 1.5Billion where as the NA/EU population combined is at around 840Million which you can see
why so of these graphs are so dominated by China and Japan because they have more access to
streetwear also a lot of the clothing sold in both NA and EU are made in China and Japan, also one
thing which may play a part would have to be the amount of fake high end clothing which is sold in Asia
which may be why some of these graphs have a higher percentage.

23. Secondary Audience Lastly when it comes to region differences there is a graph about the difference in spending which
was quite strange to me because it would have expected to have at least 50-60% for each region in
the <$100 or less because these are a lot more accessible in comparison to $100-$300 because the
average wage for each of these countries, are significantly different for example the average wage in
Japan is 325000 Yen which translates to $3000 which Is no where near the average salary in NA/EU
which are the UK being £29,000 and the US being $56,000 which are both nearly or more than 10x
what the salary in Japan is which is ridiculous because with that wage I would expect someone from
japan to be able to spend than much on a single because of clothing because they don’t have enough
money, also when it comes to spending more than $500-$1000+ Japan comes on top at around 30%
combined which is mad to compare to what they spend on clothing vs what they earn on an average.
One thing on this graph which I didn’t expect would have to be that these Asian countries haven't got
a higher percentage in the <$100 because there is an increased amount of fake clothing in these
countries, because they originate mainly around China and Hong Kong coming in at a combined 84.5%
of where all fake goods are made which is mind boggling because this means that these Asian
countries have a lot easier access to fake high ends which means although Asia might have a higher
percentage of exclusive clothing it is more than likely fake because of how high of a percentage their
contribute to fake goods.
Also when it comes the $100-$300 dollar bracket i didn’t expect their to be a lot here because most
people can afford to have luxuries like these, but if they do they are more than likely going to be in
this bracket because even some not so high end shoes go for around $150-$200 for example the most
popular shoes are the Air force 1’s Which can vary between $100-$200 with the cheapest being $100
which is very common when it comes to shoes because these are what some people look at straight
away because I know I do it, because you can tell a lot by what shoes someone is wearing, in my
opinion. Also in this survey, it states that some people over 35 years old spend an average of $500 or
more each month, which is a lot of money to be spending on streetwear alone, also this would over
the entire survey not just one particular region, I would say I expected younger people to spend more
because of the popularity behind clothing and wanting to fit in with their peers.

24. Summary
The summary of the audience research would have to be that they all care about clothing in
their own way because they can tell you things about what the clothing represents
depending on looking at someone's style, before you meet them because you can tell what
kind of person they are going to be by looking at their clothing because the tracksuit clothing
would interpret a more chavy personality or someone who doesn’t care for many things
which a lot of people judge people before they known them, another interpretation would
have to be people who wear really bright clothing are seen as more of a hippie because they
are wearing something which is nature looking. Something else about my audience would be
what style their like because the majority of my audience go down the street look because
that is the most accessible and people are not as judgy if you are wearing a clothing style
which they are, because street clothing covers pretty much everything from jeans to joggers.

25. Bibliography
• Dodie Kazanjian (2017). Vogue: The covers. USA: Harry N. Abrams. p1-p304
• Arnaldo Anaya-Lucca (2018). THE RAKE / WE SHOT THE SHERIFFS. America: THE RAKE. p1-
p11.
• https://content.nike.com/content/dam/one-nike/en_us/season-2018-
su/NikeLab/TEN/TEXTBOOK.pdf
• Hype beast and strategy . (2019). streetwear impact. Available:
https://strategyand.hypebeast.com/streetwear-report. Last accessed 1st july 2019.
• charlie teather. (2018). most hated clothing items. Available:
https://www.glamourmagazine.co.uk/gallery/unpopular-fashion-items. Last accessed 1st july
2019.
• Guardian. (anon). How streetwear restyled the world. Available:
https://www.theguardian.com/fashion/2017/mar/29/how-streetwear-styled-the-world-
from-hip-hop-to-supreme-and-palace. Last accessed 1st july 2019.