May 22, 2018
THE LOOKBOOK
seen from China
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THE LOOKBOOK
SWING TAG DESIGN, ORDER AND FINISHED PRODUCT
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
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
POP-UP STORE LAYOUTS
Pop-up store designs for Liverpool, Leeds and Newcastle featuring garments on display, Dj booth posters and styled decor
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)
COLLECTION NAME
From researching other brands and creating a strong brand identity for my own I’ve started to consider a collection and pieces names for the four pieces that I am creating.
norf. will have two collections a year - namely spring/summer and autumn winter. The collection I am creating will be an Autumn/Winter 2018 collection, however, I wanted to give the collection a name as it creates a more timeless feel to the collection rather than it becoming ‘last season’ once the next comes out. This will create brand loyal customers and will position the brand in the current streetwear market where nothing is ‘last season’ and pieces from old releases become rare.
This collection is inspired by mining work wear and I have researched mining terminology to come up with a relevant title and for garment names:
Downcast - The downcast is the shaft by which fresh air descends into the mine
I liked this name as it is representative of my brand creating something new and fresh from now considered historical garment and cultural aspects of northern identity.
The brand name that I have decided on is ‘norf’. I decided on the name because it clearly resonates with northern identity and also is quirky in its use of an f instead of ‘th’ at the end of north. The idea will attract the younger demographic and is also simplistic so looks clean and professional. A recognisable logo and name is important as the current market has very memorable and recognisable names and logos and I want my brand to be a competitor.
These are some of the font styles I have considered for the logo. They are clean and bold and won't be too distracting from or on the pieces. I decided against an image logo as I want something timeless and from my market research I know that name brands enough are strong and recognisable without an image logo. I like the idea of having a fullstops at the end as it gives a completed image to the word and also look attractive.
I will refine these ideas later on