The document discusses several existing clothing brands including Off-White, Nike, GOLF, and others. It analyzes aspects of their branding, photography, designs, and target audiences. Key points made include that Off-White uses bold branding and collaborations to stand out, Nike focuses on sportswear, and GOLF uses bright colors. The document also considers photography angles, lighting, and using models of both genders in photos. Overall, it examines elements of different brands to inform the development of a new clothing line.

1. Research
Fin Sedgwick

2. Existing ProductThese images to the right hand side are
the brand “Off-White” which are a very
popular and expensive brand, the
reason in which they are very expensive
would have to be the small quantity of
each item which they sell. The main
thing which you can see throughout
every single Off-white item would have
to be the classic white stripes and the
White branding which they try and
make as large as possible to make sure
that the branding stands out and
doesn’t have subtle branding. The font
which they have used for the branding
is very bold and is serif because of the
little tick on the edge of the Letter.
With the off white brand they make
each article of clothing stand out
depending on whether they use the
branding or the designs on them or
the style of them, because some
clothes have attachments on them
which are completely different
compared to a lot of other brands. The
first which you can see the person is
where off-white shoes which have
been turned inside out nearly
completely. Also with the designs they
are all made pretty much by the same
person which is Virgil Abloh who hand
designs them.
One way which Off-White entice their audience
into buying there product would be the
Collaborations which they have, which gets the
audience of the other brand interested in that
brand. The main collaboration which they had
would have to be Nike which brought the ”Off-
White X Nike” ten collection which is a collection
of shoes. Another major collaboration which
propelled their brand into the public would have
to be Vlone which is a major Clothing company
who is owned by A$AP BARI, Vlone is a popular
streetwear clothing label.
With the photography with these
images are very simple in the fact that
they would be easy photos to take in
comparison other branding. As well as
the photography a reason in which I
have chosen to look at this would
have to be that they are a huge brand
with a worldwide audience.
With colouring of the clothing
they vary between the classic
black and white and they have
others which stand out, as they
include very bright colours, which
stands out to the younger
generation as they prefer brighter
colours.

3. Existing Product
The main reason which I can see
which would incline the audience
would have to be the obvious
branding, and the simplicity of the
designs because they don’t have a
lot of detail in their designs. Which
although you could see as boring
not all people want something
which Is flashy and would rather
have less bright colours.
A reason which I have chosen to
look at these clothes have to be
that they are very simple and
minimalist, also It helped because
in my questionnaire I talked about
subtle branding or obvious
branding and in this brand they
use a combination of subtle and
obvious branding. But in these
images on the right they have used
obvious branding, which I think I
will be different because I will
more than likely go with more of a
subtle branding with mine.
With the Nike brand there vary between a
lot of things which there clothing but the
majority are based around sporty
clothing, but there are few which are not
based around sports. With there clothing
they vary between sports and casual
through either there tops and hoodies or
mainly there shoes which can either be
normal trainers or football boots.
For the photography you cannot really
say much as they taken images which
don’t show much there not worn by a
person which doesn't show what they
look like when worn. Which is
something which I wont do because I
will need to make sure that I show
what the clothing looks like on
person. Also with mine I will need to
make sure that I use angles which
show of the whole article of clothing.

4. Existing Product
For this brand you can see on
the right hand side, you can
tell it is a lot different
compared to the last two
would have to be the colours
which have been used
because in the last two they
are dark colours which where
quite dull where as in the
GOLF branding they use very
bright colours to entice there
audience, because this
clothing is guaranteed to
stand out in a crowd.
Something else which is nothing like the others
would have to be the abstract patterns and detail
on the clothing because although they use subtle
branding they also from time to time use very
obvious branding. With the first image you can see
the clothes are very bold in the colour scheme as
well as the pattern, which isn't something which
you see regularly as not many have the ability to
pull of any of the clothing which they have to offer
because they are so out there in the fact that you
cannot blend into the audience because you
immediately stand out
Something which I think I can take from
this would have to be that I don’t really
want to have my product to be very bright
as the survey which I have given say
people don’t really want their style to
stand out, which although a small
percentage wanted their style to stand
out, I am more than likely going to make
sure that the clothing doesn't stand out.
The reason which I feel like people don’t
really want to stand out would have to be
that they don’t want all of the attention
which comes with stands out. Also the
font which they have used is very bold
and serif, which Is different from want I
am hoping to make because I still want to
have bold text but I don’t know whether
or not to go with Serif or San-Serif.

5. Existing ProductI chose to talk about this
product because of the
photography which has been
used because it is very simplistic
but stands out because it looks
very good. The main reason
which I like this would have to
be the effect which they have
used because although it is just
plan black and white it looks
very nice because the clothing
which is being worn in both
images are either white or black
or both. Something which I
could take from both of these
images would have to be the
location in which the photos
have been taken because there
are many places where I think
this would look very nice as all I
need is either an open area or a
indoor area. In these images they have been lighting but with
them using the black and white effect you cant tell
whether or not they have used lighting. Also with
these images the studio they have used to take
these images I don’t think that I can replicated the
one on the left because the studio which we have
access to has a green which isn't something which
would work very well because I would prefer to
have white back ground.
The angle which they have used are a straight on photo
which is of the person from a front on shot or either a side
shot of them, which looks quite nice, as well they haven't
decided to go with a shot of them looking down at the
camera which shows dominance. I think that for my
photos I wont take any images which present the thought
of dominance, I will more than likely take photos which
are similar to the images which you can see on the left.
A reason which I feel like this would
make the audience want to buy it
would have to be the way that they
show the brand of because they
make sure that they use a popular
actor or musician to show of their
brand, so this can get their main
audience to buy it then also they will
attract the musicians audience which
will cause a larger audience to
promote your brand to. Also
something which I have learnt from
this would have to be that you can be
simple but at the same time quite
powerful in the fact that they have
used a very simple effect but will still
get the audience to buy it.

6. Existing product
For this existing product I have
decided to go with female
clothing photography as I have
realized throughout this research
PowerPoint I haven't included
any women, which is something
which I need to include in my
work because I don’t gender to
have a gender bias. So for this
page I am looking at the different
angles and ways which female
clothing is shown in comparison
to male clothing photos for
brands.
With the first image of the female wearing a
white top and red trousers you can see that
they have chosen to try and make the
background out of depth which makes it
blurry which makes it looks very nice, this
could be something which I could try out for
my final product as I need a lot of
photography with different angles and
lighting. The one thing besides the blur in the
background which stands out the most about
this photo would have to be the lighting
because it has gone onto her hair which
makes it more vibrant and also the fence on
the left hand side changes the sun light
because it goes the slots on the fence and has
made many different lines on the ground
which looks quite nice.
With this image it is completely different to the other ones
which I have used in this existing products as with this one
instead of going with the classic lighting and looking away
from the camera they have gone for a darken yet and the
same time brighter theme as they have made everything in
the image black and white besides the dress which I think in
my opinion it is a really nice effect because with clothing
you would expect them to use the same kind of shots as the
other ones in the fact of the lighting and also the type of
shot. Out of the three images which I have selected this is
one which I quite prefer over the other ones but it isn’t my
favorite which I have seen because although it stands out
there isn’t much to the image because with is being black
and white you cant really take much away from this image
compared to the other ones which are above it.
For the final photo which I have selected for
female photographer is very similar to the
first image which I have talked about
because they have gone with the same kind
of stance for the brand which although is
very nice and cool is something which you
see a lot of in the clothing industry when it
comes to their photography side of their
brand and also with this image I have
selected the lighting isn't as good as the
first image which In my opinion is my
favorite out of all of them because it stands
out with the way the photo was taken
because of the lighting and also the DOF(
Depth of Field) of the image.

7. Research Analysis
• What common features do the researched products
have? One common feature which I can see throughout the different existing
products would have to be the simplicity in the designs as the consumer of the product
don’t really care about what it looks like they are just going to buy it because they know
it is a well known brand. Something else which I have seen that would be a common
feature would have to be the colour scheme which they have chosen because the
majority of them went with a dull colour scheme of black and white, the reason in
which I think that they went with this colour scheme would have to be that not
everyone wants there clothing to stand out.
• What aspects of the research will you include within
your own production work? Aspects of these existing products which I
may include when making my clothing would have to be the kind of colour scheme
because with the results which I have received from the survey not everyone wants
there clothing to stand out which Is something which bright colours would do. Another
thing which I think I will try and include in my product will be the branding but instead
of having very obvious branding I will try and make sure that I make have subtle
branding.

8. Questionnaire Analysis

9. Audience research
• Observation:The observation which you can see would be that more males answered my survey than females. As I have a
larger spectrum of males friends compared to female friends. Also something else which you can would have to be that there are no
answers for the “Other” option which I kind of expected as I don’t think I know any one who is in the “Other” category.
• What this says about my audience: There's not much you can say about the audience other than that more males
answered my survey. I feel like the different would be a lot more closer if I where to have asked more people as I tried to ask as many
people as I could but some people just didn't answer the questionnaire so i feel like there would be more female answers if I asked
more people.
• How will your product appeal to this audience: my product which I am trying to make will appeal to both
male and female audience because I will hopefully make both female and male clothing but at the same time I could try and make
something which is unisex which doesn't matter what gender you are because it will suit and fit the majority of people. Which will than
likely be what I do for my FMP because I need to different models for my work one being Female and the other being Male to show that
I not biased towards a certain gender.
There are not many things which I can
mention when talking about the
different genders which have
answered my because these are just
the people I have sent it to because I
have more male friends compared to
female friends so the only reason
which I have more male answers is
because that is the majority of the
people that I know. But if I where to
have put my survey out to more
people I think that I would have much
a more even spread between the two
genders.

10. Audience research
• Observation: The main observation which you can see would be that there are more younger people
compared to older people. As I have access to a larger audience which are around the age of 16-22 years old.
• What this says about my audience:this doesn't really say much about my audience besides that
there are not many old people who have answered my survey, which shows the younger generation like clothing
the best. The reason which I have already talked about would be that I have access to a lot more of the younger
generation compared to the older generation because I don’t have any friends who are older the age of 22.
• How will your product appeal to this audience:My product will appeal to the younger
generation because they are more interested in clothing compared to the older generation, also I will try and
make the designs more aimed towards 16-21 years olds which is my main demographic. I could try and make my
work aimed towards the older generation but I feel like the younger generation would prefer more flashy and
limited items which are hard to obtain.
The reason in which the age bracket from these
two is so major would have to be because I know
more young people compared to older people,
which is the only reason which I have so many 16-
21 year olds and only 1 22+ year old would be
because there are more younger people than
older people who I can give this survey to. Also I
feel like the younger generation care more for
clothes compared to the older generation because
it is about their style and the fashion which is
trending.

11. Audience research
• Observation: The main observation you can see would have to be that the majority of people have gone
with casual clothing and no-one has chosen street wear which I was surprised about and then some people went
with other which included “Vintage Japanese” and ”Glamorous Grunge”. Another thing which you can see would
be that everyone has there own style even if they picked the same category for style.
• What this says about my audience:What this says about my audience would be that the
majority prefer to wear casual clothing compared to both street and vintage, as I didn’t really expect many people
to go with vintage as there are only a few people who wear vintage clothing as you would expect the older
generation to be more inclined to wear old and vintage clothing.
• How will your product appeal to this audience:I think that my product will mainly appeal
to anyone which has chosen casual as that is the kind of clothing which I am aiming to make because it is
something which I like and wear, so I don’t think that I will make anything street or vintage as only a few
percentage chose those options, so for those who chose them I don’t really think that my product will appeal to
them
The main thing which I can see with this
chart would have to be that the most worn
style of clothing would have to be casual
because that is the kind of clothing which
you see regularly in public, but something
which I didn't think would have no response
would be the street style because I thought
that it would have been a lot higher and
have at least one result but it may be down
to the people who I chose to give this survey
to.

12. Audience research
• Observation:An observation which you can see initially would be that the majority of people own the
main three which would be Nike, Adidas and Vans, which you would expect as pretty much everyone has access
to those brands and then you can see that not may people own any of the high end brands which include Off-
White, Supreme and Gucci because they are quite expensive which means not many should really have many of
them.
• What this says about my audience:with these results it says that my audience prefer to have
something which isn't very expensive but at the same time a very well known brand which is good for me
because I am hoping to make affordable clothing.
• How will your product appeal to this audience:my product will hopefully appeal to
the whole audience which I have from my results because I am hopefully going to make my product affordable
to the majority of people, which is very good because I wont be excluding any kind of audience to buy my
product.
The main reason in which I decided to add this
question would be to know how much someone is
willing to pay for an article of clothing because as you
can see there are less people who have the more
expensive brands compared to the brands which are
not as expensive but are very well known, on the left
you can see that the three which dominate the whole
chart would be Nike, Adidas and Vans which are three
very major brands in the clothing industry and are also
affordable to the majority of people, I feel like with my
product I will try and make sure that I make something
which is affordable for most people and also at the
same time being quite designer clothing.

13. Audience research
• Observation:The only observation which you can see would be that more people would
prefer there style not to stand out, at 13 people not wanting to stand out and the other 8 wanting
their style to stand out.
• What this says about my audience: Something which you could say about my
audience would be that they don’t really want to stand out they just want to blend in with the
crowd.
• How will your product appeal to this audience: I think that my product
will appeal to my audience because I have chosen to make sure that the clothing doesn’t have
anything which will attract to much attention and make them stand out, another thing which will
make sure they don’t stand out will be that the branding and design will be quite subtle.
For this part of my questionnaire I
think that the people who chose
“Yes” to wanting there style to stand
out are people who are more
confident in themselves where as I
feel like the people who put “No”
are not as confident in themselves,
this is huge factor for some people
because they want to buy something
which doesn't attract to much
attention.

14. Audience research
• Observation:Something which you can see with the results which I have gotten would either be
that they like subtle branding or they don’t really care what kind of branding they do, Obvious or subtle.
• What this says about my audience:These results say that my audience don’t really
want the branding to stand out because they don’t want to attract to much attention, also there is a split
between obvious branding and then them not really caring.
• How will your product appeal to this audience:My product will more than likely
appeal to the larger audience which i have collected because combined there are 16 people who like
obvious branding or don’t mind, so I am going to make sure that I have subtle branding as it contributes
the most out of my survey
With these statistics you can see that the
majority don’t really want to stand out and
attract attention. As you can see on the left hand
side between the main two options more people
don’t want obvious branding they would prefer
Subtle and then the last percentage of people
which is more than the obvious branding went
with the Don’t Mind option which is self
explanatory so they would wear both obvious
and subtle branding. The reason which I think
they went with don’t mind is because they could
both want to blend in and at the same time
stand out and attract attention.

15. Audience research
• Observation: From this question on my survey you can see that the majority of people are spending
between £50-£100 on an article of clothing which shows some of them don’t really want to spend a lot of
money, but there are 7 people who have said that they have spent £200+ on any article of clothing which
shows they are willingly going to pay a lot of money for clothing.
• What this says about my audience: With the results which I have gotten back from my questionnaire
it would say that my audience are willing to spend a lot of money on an article of clothing, where as some
others wouldn't spend a lot of money on clothing and prefer to use the money in a different way.
• How will your product appeal to this audience: I think that my product will appeal to my
audience because If I where to produce my work for a proper audience and sell them I would more than likely
go with the £60-£100 price range as that is a price which the audience would willingly pay for , which is a price
which the majority of products which are released these days are around unless they are brands which are
really expensive, which isn't something which I would like to do because I want it to be pretty much accessible
to everyone.
With this price range you can see that not
everyone has the ability to buy expensive clothing
depending on their situation, the reasons which I
decided to go with these kinds of brackets for
pricing would have to be that these are prices
which you can see someone spending on an
article on clothing, with the last bracket £200 I
think I should have put a section which asked how
much exactly to nearest £10, because this would
have given me an accurate representation of how
much they are willing to spend on clothing.

16. Audience research
• Observation: The observation which you can see from these results would be that more than half of the
results have heard of the term ”HypeBeast” and the other 7 have never heard of the term. And also if you
where to look into the specific people who have heard or haven't heard of the term “HypeBeast” the majority
who have heard of it are males with more than half knowing what it means.
• What this says about my audience: With these results and the individual results this tells me that they
more than likely know the term because of people in the fashion industry, and also it says that more males know what
it means compared to women as males are seen as more HypeBeasts compared to women.
• How will your product appeal to this audience: This product I think will appeal to my audience
because although they have heard of the term “HypeBeast” I don’t want my product to be put in the same bracket as
some of the other brands which are seen as “HypeBeast”, the reason in which I don’t want it to be seen as a hyped
product would be because although everyone wants to own one with is being hyped they are no longer designer
clothes because a lot of people own then compared to before hand where not really many people owned them.
The reason which I feel like not many people have
heard of the term “HypeBeast” because it is a
fairly new saying because only in the last couple
years have brands including Supreme and Off-
White have become very popular, and more and
more people are trying to get there hands on any
kind of clothing from these brands even if it isn't
very nice. The term “HypeBeast” means someone
purchasing an item just because it is popular not
because they like it. The main brands which you
normally know when talking about a “HypeBeast”
would be Supreme, Bape, Off-white, Gucci and
many other high end clothing.

17. Audience research
• Observation:The main observation would be people talking about how you can see their
personality through there clothing because if you have a certain style you can see whether or not
they are a certain person.
• What this says about my audience: The main thing which this says about my
audience would be that everyone thinks about how your style and your personality are linked.
Also you can tell with some of the answers they are not taking the questionnaire seriously, also
another thing which they have talked about would be your sexuality when looking at some
peoples clothing.
• How will your product appeal to this audience: I don’t know if my
product will appeal to any of the audience I am going to plan on having neutral clothing so that
you don’t get a weird opinion on them before you have talked to the certain person who is
wearing the clothes
With this response to my last question I don’t know
whether or not they where not taking the questionnaire
serious or if they are serious about what they mean, they
could mean sexuality but they could have worded the
sentence a little bit better. This is the only main one in
which I feel like they just didn't bother taking the
questionnaire seriously, but besides this answer that is the
only one which I think could mean something else entirely.
The other box which I have selected I agree with a lot
because I think clothing can have a big impact in the way
which someone looks at you, and thinks of you.

18. Interviews

19. Interview 1 (Jay Birkin)
• If you were to buy an article of clothing would you prefer something which Is easily
obtainable or something which comes out in low quantity?
• Something which is easily obtained because I am not a big fan of the branded clothes mainly because they are
really expensive and they are not that obtainable like rare artefacts which are cool to look at but you'd never
collect them.
• Do you like the concept of a brand bringing clothing which is a one off and will never
be made again, or would you prefer to have clothes which only are available every so
often? (For example on a special occasion.)
• I would prefer every so often because I'm not a massive fan of the clothing but I will buy some nice stuff every
so often.
• With the Design of clothing would you want it to be large or small?
• I would prefer the image to be small mainly because I prefer things to be plain and not too complicated. A
large one would draw to much attention.
• Do you prefer traditional clothing or abstract clothing?
• Traditional because I like the simplicity
• Serif or san-serif text for the branding on clothing?
• Serif

20. Interview 1
• Observation: Something which you can see in this persons response would be
that they prefer things which are simple compared to complicated and they would like
there clothing to be easily obtainable by everyone, and also they would prefer there
clothing to cheaper because things which are hard to obtain are usually quite
expensive.
• What this says about my audience:With this response it says that
my audience don’t really want something which I high end because they are more
exclusive and harder to obtain to the lesser brands, also something else which is says
about my audience would have to be that they don’t really want their clothing to stand
out because they don’t really want to attract much attention with the design of
clothing.
• How will your product appeal to this audience:My product
will appeal to this audience because they don’t want their clothing to stand out which I
am aiming on doing because the survey answers say they don’t want there style to
stand out, something else which will appeal to this audience will be that I am going to
make the branding and design very subtle in the fact that the design will be small
instead of large.

21. Interview 2 (Libby Whitehorn)
• If you were to buy an article of clothing would you prefer something which Is easily obtainable or
something which comes out in low quantity?
• Answer: I would prefer something easily obtained. This is because its easy to get hold of, which
means its more convenient. This means the audience will buy large batches and will come back to
purchase further items.
• Do you like the concept of a brand bringing clothing which is a one off and will never be made
again, or would you prefer to have clothes which only are available every so often? (For example on
a special occasion.)
• Answer: I like a mixed bag of both these. This is because large batches of clothing are cheaper and
more accessible. Where as, the one off clothing would be ideal for special occasions but these
items tend to be more expensive. It depends on your target audience.
• With the Design of clothing would you want it to be large or small?
• Answer: Small, because I prefer subtle logos because they are smarter and more formal.
• Do you prefer traditional clothing or abstract clothing?
• Answer: Traditional, and then you can produce other items to purchase which will could lead to the
audience designing and jazzing up there own outfit.
• Serif or san-serif text for the branding on clothing?
• Answer: I prefer Serif because its funky and smarter.

22. Interview 2
• Observation: Something which I can see about this response would be that they have
a similar perspective as the first interviewer, in the fact that they would prefer something
which is more obtainable to their audience because it is more convenient. Also they have
said that they are in the middle about the one off items and the items which have are
available on special occasions because they have said that the items which are available on
special occasions will have a larger quantity, but at the same time both may be quite
expensive. Another observation which I can see would have to be the that they have chosen
traditional clothing but then you can add things yourself and make it suit you.
• What this says about my audience: Something which this interview says
about my audience would have to be that they don’t really want to have to struggle to get an
item which they want where as when having a larger quantity is more convenient to the
larger audience, also another thing which you can see about my audience would have to be
that they prefer more formal and smart clothing as they have talked about the branding
where they want something which is quite small compared to large.
• How will your product appeal to this audience:I think that my
product will appeal to this audience would be the fact that I want to make sure that I make
the branding and design of the logo quite subtle and small, also another thing which will
appeal to my audience will be that they would prefer something which isn't very expensive
which I will try and make mine quite obtainable to the majority of people.

23. Interview 3 (Simran Jabbal)
• If you were to buy an article of clothing would you prefer something which Is easily
obtainable or something which comes out in low quantity?
• Answer: I rather get something that comes in low quantity because no one else would
be wearing it.
• Do you like the concept of a brand bringing clothing which is a one off and will never be
made again, or would you prefer to have clothes which only are available every so
often? (For example on a special occasion.)
• Answer: A one off because it makes other people ask you questions about your clothing
and you’ll be like it’s a one off piece.
• With the Design of clothing would you want it to be large or small?
• Answer: It would depend on where I would be going. I like large designs because it
makes you different and wild.
• Do you prefer traditional clothing or abstract clothing?
• Answer: I would prefer traditional clothing because I don’t like trimmings.
• Serif or san-serif text for the branding on clothing?
• Answer: Serif because it would make it look elegant.

24. Interview 3
• Observation:The main observation which you can see with this observation
would be that they like one off items which is different from any other of the interviews
because they have said that people would be interested on how you managed to obtain
that certain item, another thing which you can see about this interview which is
different from the others would have to be that they said they would prefer a larger
design because it lets you show off and also makes you different to other people.
• What this says about my audience:With this audience it is different
from the others because I feel like they would prefer to stand out in what they are
wearing as the other audiences don’t really want to stand out, also another thing which
is different to the other interview audiences would have to be that they would rather
have something which comes out in low quantity because no one else would be
wearing it.
• How will your product appeal to this audience:I don’t really
know if my product will appeal to this kind of audience because the majority of people
would prefer to have branding and design more subtle and small, where as this
interviewer wants to have a large design, but something which all of the interviewers
have in common would have to be that they prefer traditional clothing which will
appeal to my audience because not everyone once again wants to stand out.

25. Bibliography

26. Bibliography
1. Fintan Sedgwick. (2018) Target Audience Research Survey (conducted on 13th April)
2. Interviewer 1 , Jay Birkin. (2018) Target Audience Interviews (conducted on 13th April)
3. Interviewer 2, Libby Whitehorn. (2018) Target Audience Interviews (conducted on 13th
April)
4. Interviewer 3, Simran Jabbal. (2018) Target Audience Interviews (conducted on 13th
April)
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6. anon. (Dec 8 2015). Tyler, The Creator Drops a Ridiculous Lookbook for Golf Wang's
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7. anon. (.). OFF-WHITE DIAGONAL FIRE BACK ZIP HOODY. Available:
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