Burberry

I found an interesting article in vouge today in vouge about the new models being used for burberry;
 http://www.vouge.co.uk/news/daily/110303-tali-lennox-and-tara-ferry-for-burb.aspx

''BURBERRY has picked Tali Lennox and Tara Ferry as its latest stars in the label's newly-launched initiative, which sees new cast members each month throughout spring/summer 2011. The images were shot on Brighton beach by Mario Testino.

"It feels surreal to be part of the Burberry campaign and I feel really honoured to work with Christopher and the team," Lennox tells us. "It makes me feel very British.

The latest campaign, which over past months has featured Cara Delevingne and Jacob Young and Jourdan Dunn and Sacha M'Baye, will appear in the press across the month of March

"We wanted to create a dynamic campaign that reflects the diversity of our broad global consumer, revealing new British cast members each month, all with their own identity, embodying the different attitudes of the Burberry guy and girl," says Christopher Bailey, the label's chief creative officer. "We shot the campaign on Brighton beach to celebrate the great British outdoors and our history of supporting emerging talent and to bring to life the emotion behind protection from the elements.''

Burberry is showing its Brittish heratage through its photography style and choice of models. Tali Lennox, featured here is daughter to queen of the androgynous style Annie Lennox, which makes it a perfect brand to use with my photographs.

possible product areas

The original shoot, which was inspired by the early 1960's mod culture, focused on womenswear for the young to mid market, for example women aged 17 to 35. We also tried to infuse the androgynous tried by using suits and formal casuals with a rock and roll edge to incopporate the mod culture.

Therefore, I have  picked the following brands/ product areas that I feel the shoot would be appropriate for;


High street womens wear


Brands such as Topshop, H&M and Zara would be appropriate brands to use with the shoot as they are modern, 'fast fashion' brand retailers.

The companies are constantly keeping on top of trend due to consumer demand and have multiple trends/ looks coming out throughotu the year.
For this reason, they normally keep advertising to in and around the store so it is easily changable to keep up with their changing image.



These brands are also aimed to the lower to mid market consumers, particually fashion conscious women.

 These brands also definatly carry the young, rock and roll element that comes across in the photos

Zara, for example, are one of the leading fashon houses globally.
Their sucess is down to their ability to follow fashion trends quickly through their products.
Zara also dont do much outdoor promoton due to tihs fact and focus on theitr store image.






Fragrance.

 Fashion led brands such as Hugo Boss, Burberry and Jean Paul Gaultier that also branch into the fragrance market, would also be appropriate to use with my photos.

Both brands us a lot of androgynous style advertising to promote their products, which are often lablled as unisex to attract both sexes.

I found this shoot by Burberry for their fragrance called 'The Beat' . The style is obviously inspired by the 1960's mod culture and even the late 70's early 80's band, also named 'the beat'.

This shoot shows a rock and roll/ street style image that I feel would identify with consumers more than a standard studio shoot.

Cosmetics.

Cosmetic brands such as Rimmel whom are lead by popular culture and

 fashion trends use  'rock and roll street style' looks for their advertising campaigns.


As with fragrence, they do a lot of outdoor advertising to generate brand awareness and tend to have bigger advertising budgets than high street fashion stores.
This is down to their products having a longer shelf life than clothing lines.

Fashion led brands such as Topshop whom have launched their own make -up range would also fit it with my shots. However, their advertising is still mainly store based and used on items such as shopping bags rather than billboards.

Another example is Burberry who have a luxury high end make-up range that also uses natural/ edgy street style photography, which again identifies with the consumer.

Womens formal wear/ tailoring

.

 Lastly, high end brands such as Burberry and Hugo Boss that have talored/ formal wear lines also used relaxed, natural photography in their advertising campaigns.
They also have big advertsing budgets, especially when it comes to their luxury/ classic ranges. Yet as they are fashion led, are still aimed at young professionals and still carry that fashionable 'Rock and roll' edge.

androgynous

 Androgynous style photography has been used by many leading designers, more so recently.


Fragrance is most commonly promoted in this style due to designers and marketers giving it a unisex appeal to maximise sales.

Celebrity endorsers such as Kate Moss and Agyness Deyn have represented this though designers such as Calvin Klein and Gauliter, which have marked the way for many other designers and brands, from Burberry and Givenchy to Topshop and H&M, to use this style themselves which has now almost formed a culture in fashion promoton/ stylng, not only for brand identity and image, but to maximise sales from both sexes and sexualities.

photography part 2- promotonal context

I am to put together a series of outdoor promotional material for an existing fashion related company, using selected photos from a prevous shoot.






 Here is a selection of photos taken from the previous shoot based around 'androgynous trends'.

I have chosen this few as the strongest from the selection I have. I feel they have a raw edge and strong character to them, and could result in some fantastic cropping when it comes to my final images.


 

 My promotional material will be for an 'above the line' promotional campaign. ATL is a type of advertising through media such as television, cinema, radio, print, web banners and web search engines to promote brands.