My potential clients/employers are vast, as the fashion arena is a global market found within every country and culture. This provides many avenues for myself to venture down. The potential clients/employers are endless.
The Employer
In an ideal world my future employer will be for and independent design studio, this will allow me to continuously adapt my style to different clients and fulfil different briefs. This will mean that I will not always be focusing on one given brand message and allow me to work with different types of clients all over the world. Through my research, alot of studios I have started to become more interested / could see myself working in are essentially located in and around Western Europe. Apart from the fact their aesthetic styles are very much the kind of work I could see myself producing, alot of their design principles are true to those of my own.
The Clients
The mass market including High End/Designer- These are usually located within several different countries and the messages portrayed will have to be adaptable across all cultures e.g. H&M who can be found across the whole of Europe, some Asian Countries and the US. Others may be country specific e.g. Topshop which can be found all over the UK but is limited abroad. All of these will want to have their identity and message portrayed through multiple forms of media.
Independent retailers -These are usually locally based in a specific town/cities. Again each and every country will have its own independent fashion retailers however none will be the same and each will have its own USP to project how they want their brand to be received by its consumer.
I am drawn to are the higher end markets and the independent retailers where one doesn't have to limit design creativity to appeal to a mass market, instead appealing to a specific demographic - often more appreciative of the whole delivery/experience of a product.
Media my potential Clients/employers use?
Within graphic design for fashion, the element I like the most is that a brand image needs to be consistent and continuously reinforce the same message throughout every media. The idea behind all fashion media is that you need to play off consumers emotions to entice them to buy, as fashion is something that people want in order to portray themselves in a certain light.
My future clients/employers will use a considerable amount of printed & online media to get their message across. They will have a strong focus on publishing (magazine campaigns, look books etc.) but an online presence has become an essential part in today’s society.
The various forms of media that my future client/employers will need are:-
• Swing tags • Bags
• Logos
• Advertising – TV / posters
• Overall shop image
• Packaging
• Online
• Magazine
• Photography
• Social Media sites
• Moving Image
• Apps
What do you need to communicate and how does it match your employers/clients need?
I need for my employer and clients the following:-
• Flexibility within how I respond to a brief, but still incorporating my own personal style. A unique style that I can flex to the specific client without losing who I am, as a designer.
• Knowledge of various different types of media, and how to apply these in an appropriate manor. This will be especially important to get across as, as a designer I will be working closely alongside all areas of a brands delivery and need to show that I have a good range of understanding and that I can achieve a fluent outcome across all types of media.
• That I can provide solutions to problems – this will always be something my future employers will look for as this is the nature of graphic designs and providing solutions for your client.
• Consistency in producing commercial, accurate and unique work. Simple yet effective.
• For some clients the knowledge of cost can have a huge impact into their decision about a designer, therefore I need to make sure I provide affordable solutions so that they are getting what they want for the best possible price.
PEST decisions affecting their use of graphic design, choice of designer and trends that will influence their decisions regarding graphic design
Politics /legal
Working with global companies means that I will have to provide an idea that can be easily placed into any given country without causing political stances or projecting inappropriate messages to certain cultures.
Economical
Impact of costs on a business – providing affordable solutions
Social/environments
It will be crucial for every design I do to be up on the latest trends within the graphics arena as well as the fashion one. I will have to show an in depth knowledge of all the up and coming artists, designers, mediums, font, styles etc.
Environmentally friendly solutions/Technological.
This will form a vital part of the decision making. Competence in all areas will be vital to be successful in the fashion industry as one will have to always be working with various media.
Another area of importance is the knowledge of online presence and how this can be manipulated to target different audiences. For example social media networking is vital these days to target the younger generations. So by being familiar with sites such as twitter, facebook and tumblr, messages can get across to the younger/future audience.
BERG&BERG.
how the clients location and media effect what needs to be communicated to them and how you may go about doing this.
Focusing on Berg&Berg, it is quite obvious they are a higher end fashion retailer focusing on high quality products and a very strong brand message. 'Our goal is that every Berg & Berg product will become a trusted friend in your wardrobe: loved, cared for and enjoyed for many years to come'. This message resounds throughout the entirety of their brand experience, be it their website, products or business cards, even down to the stationary.
Based in Italy, they are at the epicentre of fashion with a considerable volume of exposure in very popular magazines such as ELLE and Monocle, - a Norwegian business daily lifestyle magazine. In terms of thinking about how I, myself would go about contacting a client of this nature there are a certain number of immediate issues - Based in italy, a quick visit would most likely be out of the equation, but they do have a very strong online presence, constantly updating their blog and running an online store. E-mail contact is common practise, however, such a high end brand, focused on perfect simplicity would most likely respond to something a bit more special. Maybe a letter, seeing as it's a classic and art, would appeal to the senses of these presumably quite intellectual directors.
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