Extended Practice @ekmbuggy-extendedpractice - Tumblr Blog

THE LOOKBOOK

As well as the pop-up stores to sell garments norf. also operates a website that stocks 100 of each piece to buy after all of the event pop-ups finish. If anyone missed a chance to get a limited norf. garment from the pop up, they will have the opportunity to get a piece online. Online shopping is available to purchase across the world which means the last 100 pieces will be highly desirable and hard to get hold of. The website not only sells garments but also has information about the brand, it’s story and images from latest campaigns and collections. The website content is minimal to allow focus on content, with links to instagram page and the brand ‘about’ page.

#epsocial

INSTAGRAM PAGE

Social media is a key platform for norf. to connect with its target audience and promote up and coming collections, events and when each release will be available to buy online. norf.’s instagram page is home to a lot of different content about the brand from campaign images, behind the scene shots, and much more. The variety of content engages a following that wants to keep up to date with what norf. will post next and follow the journey of the brand. norf.’s logo is bold and clear as the instagram display picture making the name stand out as well as keeping cohesion for future content. The Instagram biography summarises the brand philosophy and is memorable enticing a browsing audience to stay on the page and to follow. The Instagram also has a direct link to the website making it easy for customers to buy directly if a collection sale becomes available.

#epsocial

SWING TAG DESIGN, ORDER AND FINISHED PRODUCT

#epbranding

COSTING SPREAD SHEETS

#epcollection

FURTHER PROMOTION AND CUSTOMER ENGAGEMENT

To further the desire for customers to buy into the brand as well as get involved I created an instagram competition for customers to design their own sweatshirt print promoting their home:

“norf.’s brand philosophy is built upon creating a streetwear brand which northern people can resonate with and see themselves in. As part of this norf. has created an online competition which customers across the north can be apart of and promote their city/town/home. To enter the competition a customer takes a photograph that best shows their ‘norf’ and posts the picture on Instagram with the hashtag #mynorf. Three winners will be chosen and each one will have their photograph printed onto a sweatshirt, and five of each winning print will be sold at each pop-up. The competition engages with norf.’s target market as well as promoting northern culture and norf.s philosophy. As well as this the competition will bring people to the pop-ups who; want to buy the products they have seen online, want to have an evening in a northern city with music and a lively atmosphere and those who want to see their own photograph printed onto a garment. Not only will the competition winner get a sweatshirt but the other five available will bring interest from people from the same place as the winner, as well as offering an extremely limited edition piece that is one of six and only available at one pop-up.” - brand guidance

#epbranding

POP-UP PROMOTIONAL FLYERS

For the pop-ups, I created promotional flyers for each location. I wanted to use a cohesive image for each location and thought my lifestyle image of the t-shirt being taken off was perfect. I added the location name as well as the pop-up date and norf.’s Instagram, the limited amount of information makes the flyer eye-catching as well as having a clear and easy way for customers to find out more information by visiting the Instagram

#epbranding

LIFESTYLE IMAGES AND INSPIRATION

For lifestyle images, I took inspiration from elements and Han Kjobenhavn which gave me ideas about how I could display my garments in a way that suit the brand as well as adding more variety to the Instagram feed.

#epphotography

POP-UP STORE LAYOUTS

Pop-up store designs for Liverpool, Leeds and Newcastle featuring garments on display, Dj booth posters and styled decor

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FINAL CRIT - POPUPS IDEA

In my final crit, we discussed what measures could my brand take to ensure interest in the brand and my products, as well as engaging with the customer in a way that promoted the north and delivery something different from other brands.

I decided to come up with the concept of pop up stores to not only promote the brand and sell clothes but to engage with the target market and celebrate northern cities.

I have decided to create three pop-up stores across the north of England, one in Liverpool then Leeds and finishing in Newcastle. The popups would work as a tour across the north with tickets being available to those who applied for tickets through the Instagram. Flyers for the event would be circulated through magazines (such as Holly Green’s brand ‘Steeze’) and at local independent bars and events in the north.

100 of each garment would be available at each pop up before website general release. This will spur interest in northern customers wanting one before the rest of the world release.

Each pop-up will have its own distinct decor as well as Dj’s and promoters from each areas celebrating each place (north-west, Yorkshire, northeast)

#epbranding

SHOOT PICTURES

It was sunny on the day of shooting so the editing process was long in order to get the effect I wanted. To keep correlation with the studio shoot I edited similarly: de-saturating, adding a blue tint and increasing contrast

#epphotography