PPD

During this Final Major Project, it has aid me to become more of an independent key player and enables me to identify my strengths and weaknesses in the aspects of Fashion Marketing and Promotion course. 

Starting up a girls’ children's wear line has always been a business I want to set up in the near future. Hence, I thought this would be a good chance for me to put my idea into this business plan. Within this short period of time, I though it was a challenge for me.

After planning out my time frame, coming up with Just Like Mom brand concept and ideas, I decided to work backwards on my project during Easter Holiday, as it gives me more preparation time to organise and understand more about the children’s wear market industry currently in both marketing and fashion design.

During the process of coming up with my brand concept, I started interacting with girls between the age of 2-8. Observing their daily habits and what topic do they discuss about with their friends, their fashion knowledge and how advanced they are in technology. Thus, these key findings gave me the ideas to creating a niche market concept for Just Like Mom.

Origami was my inspiration towards this whole concept idea as I had been observing buildings that are new built in Singapore, which are inspired by origami shapes (Please refer to sketch book) or fashion that are inspired by origami are made to look fashionable but not wearable. As a result, I would like to propose a new market to the children’s wear industry to have a wearable and practical children’s wear collection instead of today’s children’s wear consumption with celebrities or fashion label logo’s endorsement to make a fashion statement.

I started sketching and coming up with a collection that is structured with simplicity yet it is fashionable and fun when being worn.

It took me 3 weeks to work this brand concept idea and 3 days execute this production of the commercial. My photoshoot was a great success as it decodes a direct message to the target market with the brand essence and brand image of Just Like Mom.

Due to low budget, Just Like Mom’s TV commercial that is currently available on Youtube now, was not as successful as the photoshoot. As I was lack of experience, short of time and lack of proper equipments. However, I will be reproducing a new video again during my leisure time. 

This final major project was certainly a great experience as I was enjoying myself coming up with this whole business plan. Even though I had encountered several problems. However, it drives me to work towards my goals and aims in what I am passionate for and what I want to achieve for the future in this business plan.

The tutorials that I had was certainly very helpful and encouraging as it gives me a  better understanding in my in-depth research to up my project research to a higher level.

Just Like Mom

Just Like Mom commercial is available on youtube : http://www.youtube.com/watch?v=UqH0Kkq55ck

Storyboard

This is my 12 frames storyboard with details

Problems faced 

1. Shot the scene for each frame too short

2. Shot the scenes at the wrong angle

3. Did not take note of the colour contrast brightness and exposure

4. Did not have enough time to edit the video

5. Did not have the right equipment ( not HD version )

6. The video had too much noise going on

7. Approach the wrong talent to act in the commercial ( lack of budget )

Solution 

1. Shot each scene longer

2. Take the same scene in more than one angle

3. With extra time to edit, better outcome of production will be achieved

4. Take note of how to make use of natural sunlight to bring live into the commercial

5. Always check with the equipment before shooting in order to achieve a productive result

6. Hire the right model or talent to bring out the brand essence of the brand to attract viewers to view


Youtube Video Available on : http://www.youtube.com/watch?v=UqH0Kkq55ck

Overall development

Over the past 3 weeks, I had been working on the promotional side of TV commercials by editing on the company's logo and the marketing report. This week, I have completed the moodboard, storyboard and TV commercial.

Final Production

This is my final TV commericial: Please click here to view

http://vimeo.com/24350098

Moodboard

Based on my company image, profile and inspiration, this is the outcome of my moodboard.

Inspiration : Origami
Express : A fun and happy of mothers and daughter, play with colours and fashionable.

Final Video outcome.

Version 1: ( Raw )

 

Final Version 1

 

This is currently the final outcome of Just Like Mom's commercial video. 

Development

Key Objectives

I have started working on my websites and coming up with all the necessary information that is needed to be reflected on my website prototype. I have also understand more about online games that children plays today based on cultural study research.


Next objectives

To complete at least half of my website layout with roll over effects and focus more onto the e-shopping game section. To start extracting points for my research on 'Games' about children based on cultural study research.

Analysis and Reflection

After the first tutorial with Rachel, I have benefited suggestive suggestion such as looking into cultural studies books based on Children in regards to gaming in today's society. After researching into online gaming for children today, I have gotten a better understanding on what type of games that girls of aged 0-9 wants and like. I, therefore, will be able to create a interactive online game site for them to suit their lifestyle.

Development

Key Objectives


I have completed my sketch reserach book, additonal sketches of my apparel designs and experimention of mainupulation of Origmai into my designs for apparels. Started on my business plan.Completing my story board for advertisement to be shown online.

Next objectives

To complete at least half or more of my business plan by the next tutorial. Going into more in-depth reserach points that are lacking. Rearranging

Analysis and Reflection

After the first tutorial with Rachel, I have benefited suggestive suggestion such as looking into cultural studies books based on Children in regards to gaming in today's society. After researching into online gaming for children today, I have gotten a better understanding on what type of games that girls of aged 0-9 wants and like. I, therefore, will be able to create a interactive online game site for them to suit their lifestyle.

Development

Key Objectives 

Over the week, I have selected the key looks for the lookbooks, campaigns and completing the editing of the 30sec advertisement commercial. I have also started on my web designs, trying out different sorts of roll over effects to bring out the brand essence of JUST LIKE MOM to meet the brand's consumer lifestyle.

Next objectives 

My next objectives are to complete the after effects of my online store website, coming up with the key information for on about the website and e-shopping works. This week, I will be researching in-depth on secondary research on children’s wear clothing market.

Analysis and Reflection

I was very pleased and satisfied with my photoshoot of lookbooks and campaigns as the images speak directly to the audience. However, I am aware that my 30sec advertisement commercial lacks of proper angle shots and I feel that it could be improved so much more if I could replace the model who could impose as a mother role more. 

Due to the lack of time and budget, this is the best I can come out with. Should I have extra time towards the end of this project, I would definitely look into reediting this film out my own leisure time.

Development

Key Objectives

Over the entire week third week, I have completed the photoshoot for my look book and campaigns, making the prototypes for the collection, as well as filming my commercial advertisement.

JUST LIKE MOM is a brand that symbolise the intimacy of mother nature, therefore, my art direction for the look book and campaigns reflects the elements of nature.

Making Over before the filming    23/04/2011

Make over before the filming   24/04/2011

It was a privilege to be able to use the location of BLACKMARKET, a known fashion brand in Singapore for designer's collaboration works at Orchard Central. This chosen location visual concept communicates with the target market as it differs from a departmental store. Having a conceptualised store visual concept,  Bring customers with new experiences.

BlackMarket Store location Singapore at Orchard Central

                                                       These are the website layout designs.

Website Layout Skin 1

Website Layout Skin 2

Next Objectives  

My next objective is to complete my editing for the commercial advertisement, photographs of the look book, campaigns and my research book with all my collection design done by this weekend.

Analyse and Reflection

This week was a intensive week, as all my shoots were completed within 3 days. It was a great achievement, beyond what I expected. However, throughout this week, I have learnt that sharing your ideas and talking to your peers about it helps tremdeously. Critics was what I needed and getting it from my peers just pushed me even further to improve more, for example learning to sew a prototype dress on my own. Contacts is indeed important, therefore, I was able to use Blackmarket fashion store as my prime location for my commercial advertisement. During this period of time, things may not go according to plan, hence, my communication, creative and innovate skills that I have developed over my internship helped me to resolve my problems throughout this project. 

Prototype 1 used for Photoshoot

Prototype 2 used for commercial advertisement

Development

Key Objectives 


This week market research, I have conducted a focus group survey with two montessori school children, girls between the age of 2-8  years old. Through this market research, I have learnt about the lifestyle of the girls' today and how colours acts towards them.

 Mind map

Colour that attracts young girls

Texture and tones of website skin 

JUSTLIKEMOM will be introduced as a modern luxury line. Therefore, the typography has to be targeted at both girls between the age of 4- 10 years old and mothers. Instead of hiring a model, I have decided to use young girls from all walks of life to emphasis on the brand awareness JUSTLIKEMOM.
                                        
        

Logo Design 

                                              



I have finalised the online store layout website. My inspiration of this collection will be based on origami as the basic structure of JUSTLIKEMOM unique selling point. This first collection theme will be shapes. Hence, basic shapes will be reconstructed into patterns that will attract young girls.

Patterns 

  
Next Objectives

Three skin colour tone test layout of my online store website layout will be done by Monday. A selection of skin tone type will be chosen. A finalisation of the story board will be done by this week and filming will being over the weekend. Photography concept and collection designs is to be completed by week three.

Analysis and Reflection

I am very satisfied with this week progression on JUSTLIKEMOM. However, I feel that my idea for the advertising commercial isn't strong enough. Due to the fact that I am targeting at both young girls and mothers, my message of brand awareness has to be clear yet being subtle and chic to bring out the brand essence of modern luxury. However, the direction of the advertising commercial I will be going for is towards the art direction of origami.

Development of logo fonts

Development

Just Like Mom

Key Objectives

To understand and analyse the potential in the ever-expanding market of children clothing wear, especially targetting the female gender.  This is achieved through in-depth and thorough research into the patterns and trends of the modern-day parents in purchasing clothing for their children.
 
In the aspect of branding and communication, we aim to understand how children wear brands are being marketed today especially towards young girls through the tone, language, colours used in the various advertisements and also product placement. Taking reference from prestigious brands such as Burberry kids, Baby Dior, Zara Kids, Gap Kids, Little Marc Jacobs, Little Paul & Joe , Acne Miniature and H&M kids, we can observe the different marketing strategies used to capture the essence of the brand image and how they are very careful and sensitive especially towards products for such an age group.


Next Objective 

My aim this week is to finalize my website design layout of my online store ideas, brand logo, collaterals as well as putting together my thoughts and notion for the advertisement. Getting in contact with modeling agency for young kids models, work on my storyboard for the advertisement and conduct a focus group survey. 


Analaysis and Reflection

Looking through most commerical advertisements directed towards children, the fashion norm for young girls these days are still the stereotypical skirts and dresses influenced by colours and the construction of apparels that are deemed to be as feminine as possible. As Popular culture influences the generation Y greatly, children, especially young girls, are projecting an image of themselves based on the advertising of their opinion leaders through luxury brand labels. Another trend that has been noted is that children apparel in the mass market are increasingly being made popular by figures such as Hannah Montana who appeal greatly to this generation of young children.

Luxury brand labels

Mass market products

Thus, my objective of branding Just Like Mom, is to offer young girls today an opportunity to create their own identity and image through our online store with a personalisation service that includes a wide array of customisable apparel structures personalised by different details and colours example to meet consumers' satisfaction. Most importantly though, Just Like Mom aims to formulate a resemblence of the fashionista mothers' dress sense onto their daugthers; at the same time, their daughters get to create their own fashion identity and in turn keeping them to be our lifetime consumers.

Just Like Mom muse