Video Shooting

I shot my video over the weekend using my sister as the 'Rag Doll', my boyfriend as the camera man and myself as make up/scenery/producer! Preperation for the video took a while as I had to decide which scenes would be least busy to shoot in, track down a mannequin and camera tripod, find a red wig, and bribe my sister into the lead role.

We completed the filming in one afternoon - it started raining as we were finishing which was lucky. The only problem I discovered when watching the video clips back was that one scene (at the park) has the sun shining into the camera which has distorted the picture slightly.

I have shortened the Aerosmith "Rag Doll" song so that the intro is shortened and the singing comes into the advert earlier on. I also changed the ending slightly from my original storyboard by using a rag doll boy who cheers up when being given a top hat by the rag doll. I thought this ending was more fun than the group of girls in the storyboard as it portrays the clothes swapping idea more clearly.

Here is a little snippet from the filming yesterday!

My Draft Video Storyboard!

The video idea follows a girl (with rag doll wig / make-up) who is fed up of her clothes. She leaves her house and embarks on her journey where she keeps coming across mannequins in the street / in the subway / in the park. Each time she sees a new outfit on a mannequin she changes into it. At the end a group of girls are staring at her clothes in admiration....she hands them a card which the camera zooms in on. On the card is the brand logo. Background music once edited will be Aerosmith - Rag Doll. Below is a rough storyboard for the video:

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Wk 3. WGC Case Study

(1) What characteristics did the WGC use to segment the consumer market?
- Country of residence (6 countries; India, Turkey, China, Saudi Arabia, USA and Italy)
- Behaviour & attitudes towards gold jewellery / luxury goods (I.e. an expression of wealth and tradition, emotional benefits, a financial investment)
- Usage of gold & values held (such as chosing yellow or white gold & ideals women hold central to their lives)

(2) What were the key aspects of the re-branding campaign? Globally? Locally?
A key finding globally showed that today's modern women primarly want to look their best for personal gratification. Women are also driven to gold for sentimentality (e.g. a gift from someone special or as a symbol of a person's individuality) and so purchasing levels have increased with women more willing to treat themselves (gold jewellery demand rose 17% compared to only 7% in non-promoted regions).

Locally, advertising campaigns and projects have been adapted to suit differing attitudes and values within the 6 countries. For example, the USA advertising campaigns use real women in real situations so as to relate to USA women's everyday lives and using gold to symbolise key events. On the other hand, adverts in the Middle East use rising pop star Nancy Adram as a brand ambassador to express gold as modern, bold and contemporary – moving away from it's previous image of 'old fashioned'.

By segmenting the attitudes of women wearing gold according to where they live, advertising campaigns have been tailored to appeal to values which are common in these locations – encompassing the different values from country to country.

Logo / Brand Name Ideas

Backing Music For My Advert?

I have been searching on YouTube for doll-type inspiration for my advert. And Lookey what I Found....

http://www.youtube.com/watch?v=ZBOz1znAIfc

My Survey....

Just sent out my survey via email and networking site Facebook.....

I am hoping to find out which brand name is most popular for me to adopt for me brand, and also decipher which media to use for targetting my audience. Already had about 10 responses in 30minutes so it's going well. If you would like to have a peek (and fill it in!) please go to:

http://www.freesurveysonline.com/fso/AskSurvey.fso?Survey=16275&CheckID=13986

Coverage of Clothes Swapping & Swap Shops

Since I have decided to base my brand on a clothes swapping idea, I seem to see clothes swaps mentioned in every paper or magazine I open! Yesterday I saw an online swap shop (whatsmineisyours.com) mentioned in the Feb/March Dare magazine (free from Superdrug) which had a double spread on 'Cheap & Chic' - how to be thrifty in the recession. Also, The London Paper had a section on clothes swapping parties.

It seems that the recession is encouraging people to re-think fast fashion and rebel against the throw away culture we have become. What better way to do this then re-using perfectly good clothing which would have otherwise been dumped in a land fill, and saving money for more necessary items. Besides, wo wants to follow high street dictated trends when you can create your own!

MY online research has flagged up LOADS of clothes swap coverage dating back two years. Also, I searched on networking site Facebook and found over 500 results under the bracket 'clothes swap'. There are many small gatherings arranged by students at their universities and also within young twenty-something groups of friends, but nothing with a large following. Refferring to the AIDA model of communication, it is my aim to make more people aware of the swap shop phenomenon by creating attention on networking sites, and then with my advert create interest and desire. To cause action I will think of an instore promotion or giveaway to bring footfall to the store(s).

Further Clothes Swapping Coverage:

Marie Claire
“It's everything we want to be right now – ethical, environmentally friendly and fabulous!”

Cosmopolitan
“Swapping is the latest trend guaranteed to give you a shopping high without spending a cent.”

InStyle
“Trade that Dior saddle bag for a Stella McCartney corset.”

Vogue
“The idea is straight forward and simple – if one person doesn’t want a particular handbag, pair of shoes or trainers, in fact any garment – then I'm sure that someone somewhere in the world would be delighted to own the very same piece – giving it a complete new lease of life.”

Elle
“The underground party scene.”

The Mail
“…switch that bought-on-impulse Marc Jacobs mini (bought in a colour that never really suited you) for someone else's once worn Stella McCartney pencil pants.”

The Guardian
“It brings together ethical shopping with bargain hunting, and fast fashion with vintage clothing with just a dash of MySpace-generation on-line networking added to whip up the waves a little bit more.”

The Daily Telegraph
“You never know what you might get for your old clothes.”

New York Times
“Not just for young starving artists, hipster students and fashionistas-on-a-budget, but women - and men - of all ages and income levels.”

(Source: Bigwardrobe.com)