Post 10: AEO STYLE Look Book

American Eagle Outfitters 

Spring/Summer 2015 

Video/Digital Look Book

Fashion companies use creative video "look books" as a platform to show the seasonal mood or theme of their collection. These presentations highlight key clothing pieces and provide their customers the chance to enter the realm of their collection's aesthetic. 

For my final project, I decided to create a video look book for American Eagle Outfitters. American Eagle Outfitters, along with its sister store Aerie, are known for using "real" girls to promote their brand. With this in mind, I decided I wanted to use real footage captured in the magnificent city I live in, New York. The goal of using real images, pictures, friends, and back rounds was to stay consistent with what the brand stands for. The customer should feel that the clothing is as essential to them as their close friends. This video should persuade customers to purchase the clothing just in time for another school year, or even for weekend adventured with friends!

I hope you enjoy!

Post 9: Instagram

FREE for a follow!

Social media has become such a beneficial form of promotion for fashion companies that almost all companies must have a social media platform in order to keep up with their competitors! Whether it be twitter, Instagram, Pinterest, or another form, social media acts as an instant way of communicating to customers. Word of sales, promotions, and events can be shared at the click of a button increasing traffic, and hype for a brand!

In my opinion, Instagram is one of the best forms of social media that fashion companies can take advantage of, especially when trying to capture the millennial generation. Companies are able to show off their products in a subtle way that has potential to leave an ever lasting image in their customer’s minds. Also, companies can link their website into their bio, which enables customers easy access to purchasing what they see instantly.


Recently, the company DL1961 Premium Denim hosted an event at the Fashion Institute of Technology. As a way of launching their Spring Campaign which was focused on real people, real moments, they brought one of a kind samples to give away! In order to receive a free item, participants simply needed to follow @dl1961denim on Instagram.

This was a smart tactic, and positive word-of-mouth spread the news of this exciting event all around campus in no time! Not only did individuals walk away with free pants, but DL1961 Premium Denim now had the opportunity to remain on their radar through Instagram. When scrolling through my feed I am often reminded of this brand, and wonderful event when I see one of their posts.

My roommate Caleigh, and I took advantage of this giveaway and walked away with new purple pants for Spring! We also shared the great news with many of our friends and family, further extending this positive brand publicity. 

Post 8: H&M Look Book

She looked at the book & got hooked!

Look books are used as a creative form of promotion for a brand! There job is to show off the fit and feel of a product through the use of models. It is important to stay consistent with the brand image, and keep the target customer in mind. They should be appealing, yet simple enough that the proportions of the garment are evident. Fit is an important factor from a customer standpoint, and it is crucial to present a visual aid showing how products will fit.

According to the H&M website, H&M Studio Spring/Summer 2015 is meant to give a feeling of lazy days and long nights in Miami and Palm Springs. A sun-kissed collection with a laid back yet luxurious silhouette and fresh swimwear influences. 

Ann-Sofie Johansson, head of H&M's new design department, says, "I love how H&M Studio for Spring/Summer 2015 is both glamorous and effortless. It's about fun in the sun, then partying into the night." The look book below serves as a visual representation of this sun-kissed collection that Ann-Sofie Johansson speaks of. 

Look books also act as a visual record of trend direction. When looking back at the H&M Spring/Summer 2014 look book it is clear that the collection was intended to exude more of an edgy look, in comparison to the fun, sophisticated look shown above for Spring/Summer 2015. Below is the H&M Spring/Summer 2014 look book. 

Post 7: Belle Vie Bridal Couture Trunk Show

Making Dreams a Reality

On a bride's big day, she must look and feel beautiful! Creating her dream wedding takes an abundance of time, money, and energy. However, each bride has her own personal image of her "perfect" wedding, whether that means a fair tale inspired wedding, a rustic barn wedding, or a tropical destination wedding. Whatever the case may be, the dress is an essential part of transforming a dream to reality.

The goal of a Belle Vie Bridal Couture Trunk Show is to help each bride feel  stunning in the ultimate gown made just for her. These trunk shows offer the designers the opportunity to meet the brides one on one, and work together to paint a clear picture of how they imagine this wedding. The brides are able to see theses dresses fresh out of the minds of the designers, and some even work with the designers to customize their own gown. 

Above is a picture featuring Megan Gorske on her wedding day. She claims, "The ladies at Belle Vie helped me find the perfect gown! I loved how I was able to make the dress my own by being able to choose the shade of white that I wanted for my lace... I couldn't be happier with my choice, and the experience I had at Belle Vie was beyond what I was expecting."

Below is a video that gives additional information on a Belle Vie Trunk Show. It describes their way of direct selling, and their efforts to make each bride's experience a wonderful one! 

Here is a link to the Belle Vie Bridal Couture Website: http://belleviebridalcouture.com/

Post 6: Victoria Secret Fashion Show

I have always been a huge Taylor Swift fan! 

So of course when I found out she was going to preform at the Victoria Secret Fashion Show in 2013 I was so there! Since it was in New York, I was lucky enough to be able to personally witness some of the commotion. 

The 2013 show incorporated performances by big stars such as, Taylor Swift, Fall out boy, Neon Jungle, and A Great Big World. Every year the Victoria Secret Fashion Show is wonderful, but the 2013 show will forever be my favorite. 

(Above: Pete Wentz, Fall Out Boy)

(Above: Neon Jungle)

I believe it is important to note all the hard work put into a fashion show, from the actual designs, to the models, to the public relations, and so much more! Every aspect is crucial. It takes a significant amounts of time, money, and effort to make this happen.

As for public relations, in 2013, some of the Victoria Secret Angels appeared at an in-store meet and greet.

(Above: Angel Candice Swanepoel)

Candice was the first angel to hit the runway in 2013 in a red and gold ensemble that stole my heart. The details in it were just incredible! The video below shows the full runway show along with insights about the behind the scene aspects that make the show so spectacular. I noticed that the designs seem to reflect the personality of the performers. Fun, edgy outfits were featured during Fall Out Boy's performance, and romantic, delicate ones during A Great Big World's song. This further emphasizes the importance of details. My personal favorite portion of the show was when Taylor performed I Knew You Were Trouble. Not only do I love that song, but I adored the designs as well as the atmosphere that was created with the snow!
I hope you enjoy!

Post 5: Visual Merchandising as a source for Color Trends

When asked to use visual merchandising as a tool for finding color trends, Anthropologie was the first store that came to mind! Instantly, I ventured to Chelsea Market. 

Captured above was the window at the main entrance of the store. The backdrop displayed the primary colors, red, blue, and yellow, in which the store revolved its colors around. Each hue was then expanded to different tints and shades.  

Above, two of the three primary hues were displayed in a monochromatic manner.

Different yarns were found around the store further emphasizing their specific color choices for this season. Here, secondary colors, such as green and purple were incorporated. 

Above shows a behind the scenes look at the window displayed from inside the store. The store was organized around the displays. The top left shows how pink pants were strategically located next to the pink window display. Even the book that I purchased is consistent with the colors seen through out Anthropologie!

On the walk back to the dorms, The Gap's window displays caught my eye! It was interesting to note that although they are completely different from Anthropologie's windows, both showcased denim. 

According to Doneger Creative Services, denim is a key color trend this season. 

The Gap made denim the focal point of their window displays, and Anthropologie incorporated it into every window in a subtle way. No matter the tactic, the trend was received. 

Here are links to both stores websites

http://www.anthropologie.com/anthro/index.jsp

http://www.gap.com/

Definitions:

*Monochromatic: the use of one color in various values and intensities

*Tint: makes the colors value lighter by adding white

*Shade: makes the colors value darker by adding black

Post 4: Fashion Reporter's Language

Cool Girls Keep it Comfortable

By: Alexandra Jacobs Feb. 15, 2015 

When walking home one evening, I noticed the words of Theodore Roosevelt on the side of a building, "It is not the critic who counts. The credit belongs to the man who is actually in the arena." 

This quote resonates through my mind as I process the recent unbelievable New York Fashion Week runway shows. I give an abundance of credit where it is due, and I enjoy seeing if my opinion is inline with others. Below is the link to a runway review by Alexandra Jacobs. After reading this article, I choose specific vocabulary she used that was important to the fashion industry. 

http://www.nytimes.com/2015/02/16/fashion/cool-girls-keep-it-comfortable.html?ref=fashion

1.    SILHOUETTE & DESIGN

• smooth wide-legged pants
• exaggerated cuffs, flowing over the fingertips
• carwash hems and slits
• 1970s ribbed turtlenecks and Fair Isle sweaters
• diamond-gingham skirt
• bell sleeves
• long tunics 

A Misha Nonoo, a white oxford-cloth
shirt without a placket.
Slaven Vlasic/Getty Images.

2.    DETAILS

•     large abstract blooms
•     elaborately knotted
•     forgiving waistbands
•     pleated panels
•     yarn-bombed
•     sleeveless windowpane-plaid

Yarn trimmed a series of bold blue tartan
separates at Creatures of the Wind.
Stephanie Colgan for The New York Times.

3.    COLOR

•      black
•      violet 
•      bold blue
•      metallic 
•      white 

At Rachel Comey, a denim jacket
was lined comfortably in shearling.
Elizabeth Lippman for The New York Times.

4.    FABRIC                                                                                                 

•     white oxford-cloth shirt 
•     fur
•     chiffon 
•     shearling 

At Suno, ribbed turtlenecks and Fair Isle sweaters.
Nowfashion.

5. CREATIVE “JARGON” 

(the language, especially the vocabulary peculiar to a particular trade, profession, or group: fashion jargon.)      

•      Marimekko prints shot with poison
•      Cut up to "yikes" territory
•      Open-crown 
•      Tartan separates 
•      "A burst of informal modeling" (said Simon Doonan of Barneys)