The document summarizes the student's fashion media project. It describes the research conducted, including audience and market research on 4 brands. Surveys and interviews were also conducted but provided little benefit. Inspiration was taken from the researched brands in the clothing designs and website. Peer feedback noted the professional quality but suggested adding more designs, advertisements, and potentially a promotional video given more time. The student agreed more content could have strengthened the project.

1. EVALUATION
SAM DYSON

2. PRODUCTION PROCESS
EVALUATION

3. RESEARCH
Throughout the first half of our projects, we conducted two
forms of research: audience research and market
research. Audience research focused on the type of people
we planned on targeting for the project - including a target
audience profile describing the kind of audience - and
reading through other peoples’ studies/research before
linking it to our work. For my project, I planned to target
people interested in the designer fashion industry and
casual clothing buyers who looked for good quality clothes
over big-name brands. I also wrote an evaluation for
HYPEBEAST’s Streetwear Impact Report, detailing the
different consumer groups in the industry. I feel this helped
me understand the fashion industry and its demographic
more clearly (although it could’ve been more thorough).
Market research focused on pre-existing products to use
as inspiration throughout the project. I chose four unique
clothing brands to research: two luxury fashion brands
(OFF-WHITE and A COLD WALL*) and two smaller,
independent brands (Corteiz and FUCKING AWESOME),
helping me understand both sides of the industry: the
designer, fast-fashion side, and the casual, more
unconventional side. Although this research was effective
for my project, I could have expanded more on each of the
brands.

4. RESEARCH
We also created a survey for people to fill out and
interviews with two separate people to learn what
average person experiences when buying clothes.
Both of these research methods asked similar
questions about the clothing industry, from age
groups to how much and how often they spend on
clothing. However, this form of research barely
affected my production whatsoever as there were
only five participants in the survey which isn’t a great
number to find the average person’s opinions from,
and both interviewees weren’t that big into clothing.
The market research benefitted this project’s
production the most as I learned all the different
aspects and techniques used in the four brands I
have chosen as inspiration for the project.

5. RESEARCH
In my opinion, I used all of the research I found throughout the project as
effectively as I could, even with very little to work with. I managed to
successfully use what I found during the project's planning stage.
If I could go back and redo my research, I would focus more on the technical
and aesthetic qualities used in other pre-existing products in order to better
understand what I wanted to create for the project - a lot of the research was
finished last minute and could have been used more effectively, but I feel it still
managed to help as much as it did.

6. PLANNING
Throughout all of my work during this media course, I feel
this project had the best planning in comparison – I
wanted to try complete everything as effective as I could
within the given timeframe. Although there wasn’t that
much planning written down, it still turned out very useful
for everything I needed to do - I even started planning the
clothing printing in advance since I had to send some
clothes to France for my friend which could have taken
longer to arrive than expected.
Out of all the fonts I planned on using, I chose one similar
to the “Corteiz” one for a few of the clothing mockups and
one similar to the “visby” one for my poster experiments.
Also, a lot of the photoshoot concept photos were helpful
for camera angle and pose inspiration as well as colour
palettes.
The only thing I would change throughout the planning is
writing every single thing down instead of planning it in
my head since it doesn’t show my progression throughout
the project.

7. TIME MANAGEMENT
My time management was the biggest problem throughout the project as I constantly
over-estimated the timeframe we were given to prepare and produce everything before
submitting it. Everything was planned out almost perfectly – both written preparation and
mental scheduling – but I still failed to use my time effectively. I wanted to include more
pictures, edit them all in Adobe Lightroom, create several poster concepts using the
experiments I made previously, and even create a minute-long promotional video using
my French friend as a narrator and the main person in the video. However, I soon
realised this wasn’t going to happen, so I had to scrap half of the intended project and
stick to what I could finish as best as I could. On the other hand, I’m proud that I could
get all the clothes printed, send some of them to France, and have all of the intended
photoshoots to work with before the deadline.
This project is very similar to the music video we had to create earlier in the media course
and that never turned out how I wanted – I couldn’t get anyone to be in the video other
than my sister and my friend’s girlfriend for a couple of seconds, so I had to piece
together everything I had as best as I could. This project included my friend in France
who was very happy to be involved, his girlfriend who also wanted to be involved, and my
local friend who came in clutch at the very last second. Although it doesn’t have my
original vision, I’m happy to say this project has been the best throughout the whole
course. If I had more time, I would include everything I scrapped and see what I could
make, but I’m very content with what I have.

8. TECHNICAL QUALITIES
FMP WORK:
INSPIRATION USED:

9. TECHNICAL QUALITIES
SIMILARITIES:
• Both my brand’s clothes and Corteiz’
clothes share similar design qualities.
• Both share simple, minimalistic colour
designs (black on white, white on black
etc.)
• Both have minimalistic screen-printed
logo designs on the front.
• My clothes only have a front print and
most of Corteiz’ clothes are usually the
same.
• Both of our hoodies have no drawstring
for aesthetic purposes.
DIFFERENCES:
• Corteiz’ logo is different from my own.
• Corteiz’ appeal is how unconventional
and unapologetic they handle their
brand – they’re not afraid to talk about
racism and gentrification on both their
clothing designs + advertisements.
• Versi’s appeal is how simple and
meaningless it is. I respect everything
Corteiz and similar brands do, but it
wouldn’t be my place doing the same
for Versi (if it was an actual brand).
Although inspired by Corteiz’s clothing line, I feel these two brands have their
own differences that make them both unique compared to each other.

10. TECHNICAL QUALITIES
FMP WORK: INSPIRATION USED:

11. TECHNICAL QUALITIES
SIMILARITIES:
• Both websites have a simple layout.
• Both website have one social media
icon – Instagram.
DIFFERENCES:
• Corteiz’s website only has a product
page and checkout page.
• Versi’s website has a front page which
includes several photos of someone
modelling the clothes.
• Corteiz’s website uses a black and
yellow colour scheme.
• Versi’s website uses a white and black
colour scheme.
• Corteiz’s logo and navigation bar are on
the left side of the screen
(unconventional).
• Versi’s logo and navigation bar are on
the top of the screen (conventional).
• Corteiz’ website has a search bar and
checkout icon.
Even though I used Corteiz’s website as inspiration for my own version,
they’re both completely different with only a few minor similarities.

12. AESTHETIC QUALITIES
In my opinion, the production of this project came out
better than expected – it highlighted my strongest
qualities in graphic design and media in general.
However, if I had more time, I would go back and print
off the other designs I created which never saw the
light of day. The advertisements I created as
experiments also weren’t utilised like I wanted them to
be.
A lot of what I’ve made throughout this project looks as
professional as I could make it which I’m very proud of,
from the clothing mockups to the website layout. The
posters are decent, but could use a lot of work since
they were only experiments.

13. AUDIENCE APPEAL
The products I created throughout the production of
this project aim to appeal to both people who are
fans of the fashion industry as well as casual
consumers who look for quality in their clothes over
the brand name. Personally, I feel I managed to
reach this goal through the quality of the designs
and website layouts which would appeal to the age
demographic (16-25). If I could change anything, I
would print more clothing designs to have a wide
range of products to use in the photoshoots as well
as the website’s hypothetical store page. However, I
feel what I have created throughout this project was
great and would appeal to the audience I was trying
to target.

14. PEER FEEDBACK

15. FEEDBACK 1
• What did you like about the product?
I think this is a very professional looking project with a lot of effort put into it. I
like the clothing designs and unique website layout. The jumper/hoodie and t-
shirt designs look like they could actually be real from a designer brand.
• What improvements could have been made to the product?
There isn’t really much else going on in this. Maybe add some new designs or
create some ads for the brand. What you have is great but it’d be better if you
had more to show.

16. FEEDBACK 2
• What did you like about the product?
It looked fine and better than expected.
• What improvements could have been made to the product?
Better designs. I can see someone buying those shirts but not me.

17. FEEDBACK 3
• What did you like about the product?
Looks great. Seems like its pretty early stages right now but it’s your college
work I won’t be too hard on it. If these shirts ever actually sell I’ll definitely cop
one.
• What improvements could have been made to the product?
You need to add way more stuff into this. If I had time I would’ve helped you
make a video for this since it’s got potential. Then again what you have is fine.

18. PEER FEEDBACK SUMMARY
• What do you agree with from your peer feedback?
I agree with the first and third feedback sheets since there was more intended
for the project which had to be scrapped to save as much time as possible. If I
had more time, I would’ve added more work such as a promotional video and
printed advertisements (posters).
• What do you disagree with from your peer feedback?
The second persons feedback sheet was barely constructive, but I can’t blame
them. The problem with these feedback sheets and tasks that involve people
outside of the course in general is how you're expected to have plenty of
friends who are always ready to take part in your projects. I had to message
five people on Snapchat for these answers and used the answers from the
three who responded first.