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