Consumer portfolio blog

An online diary reflecting the research and work for our Consumer profile street fashion project.

[butonit-blog]

For one of our promotional strategies BoxFresh are going to collaberate with Zanno Sithetho - He was the winner of SA in youth design 2012. Here’s a short interview with him discussing being the winner and his label Skorzch.

[butonit-blog]

The Topshop South Africa page… It is a great way for promotion, throughout the site there are extra discounts, free makeovers, new stock and sales being advertised. This would be a good thing to set up for our Boxfresh as Facebook is something people lok at on a daily basis.

[internationalproject-blog]

Lauren!

For promotion look at flyering in neighbourgoods - its what topshop did.

[internationalproject-blog]

fashion stores open in/near this market. However so far it seems to be the home of local stuff so maybe not a good idea.

[internationalproject-blog]

South African street style scene according to the videos.

So its decided that I am looking into street style as a whole while you look at the target customers.

Here are some key features that I have picked up on about South African street style due to the videos provided:

Very colourful.

expressive due to the freedom society has.

out of comfort zone.

not confined by society.

freedom.

not judgmental.

very relaxed.

fashion forward.

European but with a cultural twist.

vintage stores are popular.

sneaker culture.

skate boarding culture.

surfing culture.

trendy.

hippy

bohemian

influenced by its rich culture and colourful background.

different textures, designs etc.

laid back coastal area right next to the hustle and bustle of the main cities leads to a mish mash of style.

natural colours and fabrics due to nature and weather.

laid back attitude, atmosphere and style.

showing personality through the use of colours and patterns.

showing you don't have to conform to social standards through colour and brightness.

very personal

colour blocking

Cape town has a good vibe.

everyone likes to be different from each other.

goes against anything contemporary or what you would expect to see.

humerus

sporty - sneakers, skateboarding, surfing etc

different sub cultures are influential.

very cultural and true to whats local.

socializing plays an important part.

[internationalproject-blog]

[internationalproject-blog]

It is clear that South african street style is very vibrant and is influenced by graffiti and street art.

[internationalproject-blog]

[internationalproject-blog]

[internationalproject-blog]

A video of Zano Sithetho - the winner of the South African fashion week 'Renault new talent search' - a possible collaboration idea for promoting box fresh?

[internationalproject-blog]

Puma do a social gathering in Cape town - maybe this would be a good way to promote boxfresh? I was thinking that events that support local music and fashion would help win South Africa over to the boxfresh brand.

The Puma social club is full of people wearing the puma brand as well as have a unique street style look.

[internationalproject-blog]

This article is from the 'its what im into' blog. It is of the TopShop team and other people who are in and around South Africa in Johannesburg. It would seem that Neighbourgoods market would be a good place to open a boxfresh as this is where Topshop and Topman launched a new overseas store.

[internationalproject-blog]

Here is an article about Boxfresh from the Drapers 28th July publication on pages 18-20. It talks about how Boxfresh wants to be a global company and that it is already quite international. It also talks about how its Womans brand was scrapped in 09 which i Think is something to take into consideration. The footwear line is doing well and with flourish in 2013 - something else to focus on.