rave plus

WHO TO CONTACT

-Facebook page for opportunities

-j.eaton@rave.ac.uk

WHAT IT DOES

-Focusing on industry work, work placements, jobs and freelance opportunities

-Series of specific lectures, short courses and events in order to connect with the industry  

what is fashion promotion?

What does a fashion promoter do?

-Entice the consumer into purchasing a product and to catch the customer's eye
-Understand different market levels

-Consumers always want to look better and take pride in their appearance 
-Consumers want to make others aware of their good taste

-Fashion is about social standing

How is it done?

-Fashion shows

-Bringing in new merchandise

-Ad campaigns

-Event production

-Fashion photography

-Editorials

-Art direction

-Marketing

-Graphic design

-Film

designer clustering and shopping areas in london

REGENT ST W1

-The world's first shopping street 
-Quality, heritage, style and success
-Burberry, Hollister, Liberty
-Designed to link Buckingham Place to Regents Park

CONDUIT ST

-Vivienne Westwood, Dior, Moschino

-Sketch! Original London showroom for Dior

SAVILE ROW

-Home of tailoring and known for it's craftsmanship and skill
-Fashion designers seek knowledge and skill 
-Henry Poole, the oldest tailors
-Norton and Sons, Kilgour, Richard James, Lanvin Boutique

BRUTON ST

-Famous for commercial galleries

-Hartnell

-Scream gallery, Stella McCartney, Matthew Williamson

MOUNT ST

-New area of fashion

-Balenciaga 

-Christian Louboutin, Marc by Marc Jacobs, Marc Jacobs, Vivienne Westwood

SOUTH MOLTON ST

-Home of Browns (who put John Galliano on the map)

-Hobbs, Ted Baker, Space NK

SELFRIDGES & DUKE ST

-Nigel Hall, Jigsaw, Fleur B and Ted's Grooming Room (Ted Baker)

MARYLEBONE HIGH ST

-Village feel, home to the wealthy

-The White Company, Cath Kidston, Emma Bridgewater, Whistles

NEW AND OLD BOND STREET

-Most expensive strips in the world

-Ralph Lauren, Louis Vuitton, Burberry, Russell & Bromley, Mulberry, Emporio Armani,Dolce & Gabanna, Fenwick, Calvin Klein, Hermes, Reiss, Diesel, Miu Miu, Michael Kors, Hermes, Chanel, Dior, Bulgari

PICCADILLY 

-Davidoff, John Lobb, Alfred Dunhill

-Streets of the English Gentleman

-Chanel Pop-Up store opening soon

CARNABY ST, NEWBURGH ST

-Popular during 1960s
-Newburgh St, now new Carnaby St

COVENT GARDEN

-Pop up stores of competitors, Burberry, Chanel, Dior, situated next to each other showing standards

-Opposite Apple store combining fashion and technology

-Focusing on fragrance and beauty, more accessible to customers  

market levels within fashion

HAUTE COUTURE

-Take up to 700 hours to make with 20 people working on them at one time

-Made to measure by hand using rare fabrics and pricess embellishments

-Must adhere to the requirements of the French Ministry of Industry

-Make very little profit

-Started around 1850 with Charles Frederick Worth creating the first fashion house

-Starting price around £16,000+

-Christian Dior, Chanel, Givency, Jean-Paul Gautier

-Target audience mainly Russia, China and Middle East

LUXURY

-Priced to feel a part of an 'elite market'

-Brands owned by LVMH, Kering and Richemont

-Varied entry level price

-Came about late 19th century

-Louis Vuitton, Hermes, Gucci, Prada, Burberry

-Aimed at the higher class that earns £100,000+ per year with 76% aged between 35-54

-China largest consumer

DIFFUSION

-Low budget line made by the luxury brand
-Entry price usually around 30% less than catwalk prices and are around £40 to £400
-Aimed at a new, younger market who might one day be able to afford the high end (more press, more money)
-Brands controlled by professional body, the fashion houses decide the prices

BRIDGE

-Entry price point around £50+

-Jigsaw, Guess, Reiss, Cos, Heritage, Ted Baker

-Used to bridge the gap between expensive and moderate price points in clothing

-Came about in 70's due to gap in the market

-Aimed at middle class of mainly women ages 30+ (sophisticated fashion with disposable income)

THE HIGHSTREET

-Women needed somewhere safe and easy to shop so the department store concept was formed (Debenhams, House of Fraser etc)

-Entry price is around £10+

-Oasis, Warehouse, Gap, White Stuff, New Look, Debenhams, Zara

-Groups include Aurora, Inditex, Arcadia, Gap Inc and H&M

ECONOMY

-F&F at Tesco, Topshop, Primark, Uniqlo, Next, George at Asda, Bershka

-Aimed at shoppers who want garments on trend at affordable prices

-Clothing for everyone

-Owned by Inditex, H&M, Arcadia

-Prices start at £2+
-Can be seen as unethical, viewed as disposable fashion and easily replaced each season

the creative economy

TO BE FREELANCE IS A LIFESTYLE CHOICE

you will need drive
              to communicate
              organisation (of yourself, time, money, work,etc)
              ambition
              originality
              experience
              risk taker
              strength 
              problem solver
              strategic thinker
              passionate in an emotive industry
              to tailor work towards specific brand

              TO COLLABORATE AND WORK WITH DIFFERENT TYPES OF PEOPLE WITH DIFFERENT SKILLS

THE ORIGINATORS produce one offs and are at the core of creating

-fine artists

-craft

THE EXPERIENCE CREATORS are a one off and demanded by people

-theatre

-festivals

-concerts

-galleries

-shopping, now seen as a museum with customer service and a whole experience

THE CONTENT PRODUCERS are essential and where all the money is

-fashion

-film

-writing

-music

-games

AN INDUSTRY BASED ON CREATIVITY, INDIVIDUALITY, TALENT, IDEAS, INNOVATION AND GROWTH

...which brings £71.4 billion to the UK Economy

                         with £26 billion related to fashion, making £8 million per hour

-growing at a rate of 15.6% since 2008

-5.6% f those employed in the UK

-Using licensing models to distribute same design to different exports (using multiple arrangements and sources of money)

THE FASHION STATS

-adding £26 billion to UK economy with an increase of 22% since 2009
-800,00 jobs a decrease of 2.3%
-wages up to £46 billion with an increase of 23%

WHY??

-global players
-business minded
-vocationally driven
-aim to grow
-move around industry
-exploiting internships to get free labour (http://www.telegraph.co.uk/women/mother-tongue/7956303/Its-not-easy-being-an-intern.html)

THE BUSINESSES

-84% of creative businesses employ less the 10 people

-2% employ more than 100 people

-60% of design employ less than 5 people

SO LET'S TURN TO FREELANCE

-34% of industry are self employed (comparing to 14% across the rest of the economy)

In an era of the rise of the pop up shop, local craft, organic foods, consumers want to see the originator and create a relationship.

The use of social media allows companies to get to know us, read into our data and tailor make our experience. We are now traders, communicators and distributors and have the power to destroy or grow a business. Able to corrupt the traditional order - Net-a-porter taking the luxury fashion online, Linkedin making the paper CV redundant. 

how to be a professional within fashion promotion

Qualifications?

-not an essential
-basic qualification in maths and english
-foreign languages
-art/design/graphics/english/fashion
-passion, interest and experience can overshadow a degree

Attitudes/Attributes?

-willing

-open minded

-determined

-optimistic

-hard worker

-ambitious

-devoted

-enthusiastic

-focused

Skills?

-programme skills (photoshop, illustrator, indesign)

-aware of trends 

-foreign language skills

-understand fashion terminology

-cultural awareness (not just in fashion)

-business minded

-brand knowledge

-aware of target customer

-broad knowledge of whole industry

-time management skills

-flexible

-patience

-experienced

-adaptable

-assertive

-team player

-able to work independently

-communication skills

what actually is fashion??

fashion

Line breaks: fash|ion

Pronunciation: /ˈfaʃ(ə)n 

  

/

NOUN

1A popular or the latest style of clothing, hair,decoration, or behaviour

-We began wearing clothes between 100,000 and 500,000 years ago.

-People cared about what it looked like on their frame.

-From draping and tying clothes to sewing, clothing became more complex and so fashion grew.

-Fashion trends were controlled particularly by royalty and the upper classes, seen as a symbol of wealth and hierarchy as they told the designers what they wanted to wear.

-Each item was specifically handmade for each individual with some fabrics reserved for certain people.

-Paris became the first centre of fashion at the end of the renaissance era when the royal court imposed a specific 'dress-code' that all european foreign courts must follow.

Paris, the fashion capital.

The first official designer - Charles Frederick Worth.
-In 1858 he opened the first haute couture house in Paris. By having his label in clothes and his own set of designs he was able to dictate what his customers would wear and influence trends.

Meeting the standards of the industry, the fashion house had to employ 20 workers to make the clothes, show two collections per year and present a number of patterns to customers.