Research

1. Research
Stefan Hughes

3. Patta is an interesting company to begin
with and is a prominent brand in the
current street wear scene often releasing
a lot smaller and less frequent capsules
than other brands such as supreme and
palace. As well as a having the in house
brand Patta clothing, The Patta store
located on the Zeedijk near the Red Light
District, Chinatown and central station,
originally began and still is a retailer to
this day. As well as the own brand the
store still stocks other brands and often
stocks unique drops and shoe releases.
Patta, as seems to be a pattern with
successful brands in street wear, has
gained a lot of attention and popularity
through collaborations. A collaboration is
two companies essentially working
together to create a product, this doesn’t
only apply to clothing and Patta is a
perfect example of this.

4. Founded by Edson Sabajo and Guillaume ‘Gee’ Schmidt as a
means to provide themselves, as well as their friends and family
with a steady supply of footwear and gear, that which has started
as a hobby, has now flourished into a thriving business and
recognizable brand. Both prominent figures in the Dutch Hip-Hop
scene in the 90’s and early 2000’s, Edson as a DJ and Gee as
host/MC, it was these common interests that grew into a strong
friendship and viable business partnership. Both sociable and
open-mined people, they traveled to other countries hunting for
sneakers and records, making tons of international friends along
the way.
Before the Tier 0, Quickstrike and Consortium accounts, the team
traveled across the planet with wads of cash in their pockets,
visiting obscure sneaker stores and buying vast amounts of
footwear that was unavailable to the Dutch public. Without any
shipping accounts or even knowledge of the like, they either
posted huge boxes of shoes back to their hometown, or they
threw them in big duffelbags and try to bring them back on the
plane. This unwavering determination to make success happen,
the just-do-it-yourself mentality and the willingness to go against
the grain are the foundation of Patta's identity.
TAKEN FROM PATTA’S WEBSITE

5. Collaborations are when two companies work
together to produce a product. Collaborations
are what fuel street wear brands and businesses,
limited item releases from two companies bring
attention the two business involved.
Collaborations create hype as they are more
sought after the bigger/nicer the products being
released are the more attention they get from
the community. Patta has collaborated with a lot
of companies one of the key ones being Asics
shoes. Patta and Asics have a long history of
releases but because of this they become not as
rare as the more limited Patta x Nike for example
a pair of Patta Asics would cost up to £300
however Patta x Nike can fetch up to £1500.

6. Patta releases a clothing line each year in collaboration with
essentially one of the largest festivals for house and techno music
called Dekmantal. Dekmantal is based in Amsterdam and attracts
people from across the world every year. The street wear scene
has massive links with the music scene especially house music,
making a partnership between the two businesses extremely
effective. It is an instant way to reach the primary target audience
for the business and with it’s stores in different countries helps to
promote the festival, a two way street. Patta is fairly unique in this
way as not many others clothing brands collaborate with events in
such a way.

7. Patta has a very sleek and clean design
for it’s website all the colours used are
sleek and compliment each other nicely
although very nicely done the website is
simple and could be made using a fairly
simple program such as word press. I do
however think it is effective and works
well. Patta keeps a lot of its marketing
minimalistic the the majority of images
in the look books each season is a
similar white background with models
showing off the garments. A classic
example of this is the banner image
above, two colours that compliment
each other, the yellow and blue goes
together very well and gives off summer
vibes as it is their summer capsule. This
sleek design is followed on to their
social media which holds the same
clean well presented image. See next
slide.

10. Stone island is a brand like no others
its constant unique and innovative
clothes push garment technology
every single year. Its huge history and
place in British culture is
unquestionable being one of the
country's most popular brands since
late 70’s Britain.
Stone island is however an Italian
brand. The Italian company has strong
ties in relations to football casuals or
hooligans but the brand itself has
expanded rapidly into all areas of
fashion and culture in the uk, from
garage to grime and a huge influence
in uk street wear.

11. Stone island are international
giants and the company has
been a part of so many
different cultures and styles.
Originaly a boating brand it
was bought back to the uk by
football fans raiding foreign
shops over seas the brand was
easily identifiable by the arm
patch on the left sleeve. The
brand has stayed ahead of the
game with research in to very
individual and unique
garments such as heat
reactive and liquid reflective
jackets.

12. Stone islands website is possibly my favorite out of the three company’s I have researched. it
follows the simplistic design that these clothing brands tend to follow. The website’s easy to
use with information on upcoming items, easy to access shop and a members area to sign in.
the product section is very easy to navigate and looks great.

13. STONE ISLAND HISTORY
For a full explanation on Stone Island click on the link below

15. Palace is one of the most interesting and
influential streetwear companies out
there. Palace was founded fairly recently
in 2011 by Lev Tanju. Lev was a part of
the London based skate crew The Palace
Wayward Boys Choir. Tanju enlisted help
of Fergus Purcell who was a design
director at Marc Jacobs and
photographer Will Bankhead to launch
the brand. Palace today has been at the
top of the streetwear game and has
achieved an almost cult like following.
Drops sell out instantly and although still
selling their skate wear and equipment
it has since moved from a primarily a
skating to a streetwear
Brand.

16. Another reason for palaces videos and marketing being very effective is
the use of of VHS filming. Palace showed a grittier side of skateboarding
in the time of huge American productions that took the sport away from
what the British scene actually was. Instead of filming all these high
quality videos palace used old school cameras and filming techniques to
make gritty videos from the streets. This appealed to English kids a lot
more as it is relatable.

17. Similar to Patta, palace has had
several collaborations that have
propelled the brands popularity. The
two main cross overs being with
Adidas and Reebok. The Reebok
advert in fact won several awards and
gave the brand a huge amount of
attention on social media. The advert
featured famous actor Jonah hill and
was an enormous success. Adidas
have also had a long standing success
with palace releasing between 2-3
drops a year. The products are highly
sought after and tend to sell out
instantly.

18. Palace’s website is a simple design. Products are arranged in order and the price is
viewed by hovering over. An effective way of listing the products. The website itself
is very minimalistic showing simply products and details.

19. Palace has also received a lot of attention from its
captions. Some of these captions are nonsense and
some are very witty but the customers lap it up and
something so small has created a lot of attention to
the brand. Other brands have attempted to imitate
this and have been ridiculed for doing so.

20. Research Analysis
• What common features do the researched products
have?
My businesses all have a similar sleek website design with
some form of effective target advertising. Each business
seems to have its own particular ways of doing things
that have bought attention to their products.
• What aspects of the research will you include within
your own production work? For my project I will be
sticking to a similar style of website and target
marketing. A simple website design and focusing on
presenting my products in an easy accessible way.

21. Questionnaire Analysis

25. Audience research
• Observation:
That the public are reached easier by a more visual interactive way of
advertising. Especially through online and social media.
• What this says about my audience:
This says that the more effective way of targeting my audience will be
through adverts majorly online. Meaning that the use of social media
and adverts on websites will reach the audience better. From what the
audience have said the internet is more effective than adverts as well
• How will your product appeal to this audience:
My product appeals to this audience as my entire ad campaign is
completely online, photo-shoot, promo and a video will all be online
so this suits the audience well.

27. Audience research
• Observation:
That the majority of people choose the style over
branding and colours.
• What this says about my audience:
That the audience cares more about the basic design of
the clothes rather than what's on them.
• How will your product appeal to this audience:
I will use only a basic garment and then put my design
over it. This means that the actual style of it will be
simple and not have too much excess or be over the top.

29. Audience research
• Observation:
Most people would prefer a bolder more out there design
but the majority not too out there 53 was the average
and so means a balance of the two.
• What this says about my audience:
That the audience want a balanced product, a design that
doesn’t over do it but still turns heads.
• How will your product appeal to this audience:
It will appeal to my audience because my designs will fit
in the middle, I am to use branding to a small front and
large back logo to create a subtle but eye catching design.

31. Audience research
• Observation:
An advert should lean more towards product than story
• What this says about my audience:
This says that a more effective advert would be one that
leans towards a product but still has something to it.
• How will your product appeal to this audience:
I will take this in to account with my advert by focusing
majorly on the product but by keeping a theme behind it
making it have a definite background.

33. Audience research
• Observation:
Instagram is the most effective platform for advertising
followed by Facebook
• What this says about my audience:
The easiest way to target my audience would be through
these two applications.
• How will your product appeal to this audience:
My product will appeal to the audience this way because the
promo images are designed for Instagram and so should look
professional enough to be a company Instagram.

35. Audience research
• Observation:
Overall a large proportion will try new brand less
than every three months
• What this says about my audience:
This tells me that my target market it is willing to try
companies that are new which shows that the
market is available
• How will your product appeal to this audience:
My product will appeal as it is new and the
marketing should stand out fairly well to the target
market

39. Audience research
• Observation:
All participants are somewhat more likely to buy a
limited edition item
• What this says about my audience:
This tells me that the audience want limited edition
products not just standard ranges
• How will your product appeal to this audience:
Using this information I will be releasing limited
edition clothing as it creates more interest and the
majority of people are more likely to want it

41. Audience research
• Observation:
the majority of people expect to pay less than £20
for a tee shirt
• What this says about my audience:
That the audience wants to get cheap deals
• How will your product appeal to this audience:
My product will be priced at a happy medium of
£35-£40, listing product for lower would mean the
company isn’t taken seriously by the street wear
community in the target market

42. Interviews

43. Interview 1
• Name – Alex Bortman
• Age – 18
• Area – york

44. • What do you look for when buying clothing?
When I’m choosing clothes the first thing I look at is the design, plain
designs with no wacky things like zips in random places or bits of fabric
coming off the shoulders. Then I look for the brand if it has a good set
up and is professional looking, what it ties with and then for colour
and design finally which is the deal breaker.
• What would attract you to a new brand as a consumer?
If a brand is well presented, professional looking company's that know
what they are doing have a good social media game and most
importantly have good products.
• Which is the best way in your opinion to attract consumers?
Without a doubt through social media platforms. The majority of
brands I see and who get attention has been through social media, any
new brands I try I tend to hear about through social media majorly
Instagram Facebook twitter and sometimes YouTube adverts.

45. Interview 1
• Observation:
style of the clothing is the most important and social media is
the most effective form of attracting customers. A company’s
image and how it’s represented is also majorly important.
• What this says about my audience: First impressions are
very important. This tells me that the company’s image
hugely effects the audience therefore the companies site
has to be well done and professional looking as people
notice this as well as the clothes themselves.
• How will your product appeal to this audience: By making
my website sleek and easy to use it will show off a clean
image of the company and therefore make people think the
products are nice before they’ve even seen them as the
business will look professional.

46. Interview 2
• Name – Elliott Stillburn
• Age – 18
• Area - York

47. • What do you look for when buying clothing?
Personally I always look for style and design, I like basic
styles but the designs to be a bit out there and
different.
• What would attract you to a new brand as a
consumer?
For me I’d be looking for brand image, what it
represents and the story behind it. What’s behind the
brand the story and the mission Is what I look for.
• Which is the best way in your opinion to attract
consumers?
The best way I think is through advertising on social
medias in the groups online and through Instagram.
Instagram is the first one I look for with clothes.

48. Interview 2
• Observation: a company needs strong marketing
with simple products and eye catching designs.
• What this says about my audience: this tells me
that my audience like the products that are both
simple and out there at the same time and that
marketing through social media is very important.
• How will your product appeal to this audience:
My product will appeal to my audience by having
simple designs with a twist and possibly a
company instagram.

49. Bibliography

50. Bibliography
1. (2018) Target Audience Research Survey (conducted on Thurday 12th
april)
2. Alex Bortman and Elliott Stillburn (2018) Target Audience Interviews
(conducted on Thursday 12th april)
https://www.patta.nl/about Wednesday 11th April
https://www.stoneisland.com/experience/en/the-brand/my-history/
Wednesday 11th April
https://en.wikipedia.org/wiki/Baker_Skateboards#Palace Wednesday 11th
April
www.stoneisland.co.uk wednesday 11th april