Behind the scenes - Villa

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Behind the scenes - GBR collection

                                                     

Womens and Mens stlyle inspiration

                                                 

Crew ss11 photo shoot Italy - behind the scenes 2

                        

Crew ss11 photo shoot Italy - behind the scenes

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Daily activities

Day 1
Winter gift spread photo shoot - Pirbright

Location – barns theme – logs, snow, fur

Day 2

Product database update, gain an understanding of the catalogue, editing the marketing column to run cohesive with the catalogue.

Day 3

Run through of schedule and my role and expectations.

Shown inspiration boards for SS11, model profiles and location pictures

Remember when choosing models the pictures in the catalogue are aspirational customers can see themselves wearing that in that situation but not completely able to relate with image.

Shoot talk:

Who goes on shoot: make-up artist, stylist, art director, models, photographer and digital operator and a member of the Crew.

Use an outsourced production company for the fresh concepts, they are provided with a brief and from that they research into ideal locations, models and crew talk and choose.

Day 4

Squnich Report

Assessing how much space on a page in the catalogue a product has, gives you a view of how sales drive

Day 5

Organise catalogue filing

Monitoring competitor activity through a Hotmail account set up

Day 6

Sample room with marketing assistant

Day 7

Prepping for shoot

Printing of relevant documents for the ‘Bible’ to be taken on shoot

Shot list

Product list

Buyers list

Call sheet from Production Company (flight details)

Catalogue book

Model profiles inc measurements

Book taxi’s to and from airport

Day 8

Summer outfitting session

Best question a designer should ask where would you wear it, for what occasion?

Spring shoot: Italy Naples Amalfi Coast

Leave Sat 11^th

Day 1

Prep clothes, unpack and hang, iron

Photographer and Art Director – Recce sourcing location’s

Day 2

Stylist arrives – Karen, karenfosterfashion.com

Go through collection and shot plan, prep outfit for first day

Day 3

First day of shoot Sereno

Town square, beach, boats, vesta, chalky pink walls

Prep clothes for boat trip, GBR collection

Day 4

Boat shoot, GBR, Nautical, Capri lunch

Day 5

Shoot at Villa, loungewear on terrace

Prep cover shot and final 2 days of shoot

Day 6

Shot count is high, busy day shoot cover at hotel Palazzo Sasso.

Pack

Day 7 - final day

Men’s jeans Simon

Fly home

Back in the office

Day 17 Weds 21^st

Unpack samples  

Day 18 Thursday 22^nd

Website content check

Make sure it is totally cohesive so to make the customers life easier

Eve – London fashion weekend

Day 19 Friday 24^th

Organise sample room

Prep winter key looks to be flat shot

Meeting with company magnet Harlequin photographic presentation with Kendra (still life)

Day 20, 21, 22 Monday Tuesday Wednesday 27^th

Events

Research for Press day Italian theme to go with shoot, food and drinks

Balloons for promo

List of stores change address for letter

Marlborough promo ideas to entice customers into the store

Prep samples for summer shoot

Meeting with Rachel manual handling

Go to university for induction days Thursday and Friday

Monday 4^th Oct

Working on updating and expanding the size chart information, obtaining require measurements to populate the charts with a view to start the process of loading the charts up online for customers use

Meeting with garment techs.

Look through competitors catalogues see how they present the size charts

Monday – Friday 11^th – 15^th October

Online/website

Resizing imagery for the website both flats and lifestyle

Using Photoshop software

Tuesday 12^th October – Branding Workshop Getting to know the crew customer and voice by Working with the marketing team to come up with new ideas for the website and catalogue

Website:

Home page

·         Colour – brand stripe

·         Targeted and personalised

·         Compelling reason to sign up

·         Film/video

·         Best sellers

·         Recommendations

·         Premium product range

·         Catalogue view through moving image

·         Loyalty scheme, reason to come back

Tone and feel

·         Friends welcome

·         Informal language

·         Interaction – behind the scenes film

·         Light-hearted

·         Colour

·         Fun to shop

·         To the point – not time wasting

Product page

·         Show it so you can almost feel it

·         Show the fit (on invisible mannequins)

·         Show all angles

·         Detailed copy, occasion and how to wear it

Heritage and Brand

·         Blog – involvement , good relevant searchable content

·         Facebook social networking sites

·         Store info, where is it in stock

·         Reserve and collect product

·         Tracking order info

Catalogue:

Sociability

Good -

·         Safe and trustworthy

·         Clearly shows outfits

·         Holidays – good lifestyles

·         Shows sociable moments

·         Couple shots

·         Appropriate locations

·         Easy to shop from

Bad -

·         Models a little intimidating

·         More group shops

·         Unrealistic hard to relate to

·         Not enough props to portray realistic social moments

·         No change of shape in images all square

Layout

·         Competition pages

·         Use more colour, bold and bright

·         Customer feedback page

·          ‘new in’ pages

·         Change of typography

·         Hand drawn images to lend a personal feel

·         Vary format of images

            

                  In Good Company

   Good friends/ Good times/ Good taste

Website:

Welcome – Personalisation

Sociable – interactive

Product – quality, fit, feel, looks good with, occasions, inspirational outfit wardrobe

Lifestyle - Blog – involvement, good relevant searchable content

Catalogue:

Keep it real – empathy and aspiration

Active/dynamics – interacting through photography

Product – copy, change graphics and typography

Lifestyle – ownership – community, bring the brand online

Friday 15^th - Sending out press samples for event at Natmags:

-       Print on headed paper

-       Update address

-       Update date

-       Update name

-       Update items requested

-       Update their return dates

Monday 18^th to Wednesday 20^th – help marketing assistant unpack all summer shoot samples and prepare spring flat shot samples for Ec2i

Thursday 21^st October Kendra and I at Ec2i to meet with the Crew photography team to discuss:

-       new Crew style guide

-       layouts for the Spring book

-       Crew shot list, count and schedule

-       Best practice styling and production process

There will be approximately 130 shots for Spring which will be made up of Trans, Book and Web. 

Deadline for all photography to be complete by Ec2i (trans, web and catalogue) Thursday 4^th November

Monday 25^th to Friday 29^th

Ec2i based in Southend provides a range of catalogue production and e-marketing services.

I was working alongside the photographer and stylist, observing the course of production and accompanying the stylist helping to organise product into categories to make the process more efficient.

Monday 1^{st to} 3^rd   November

Store visits, mystery shopping and competitor review project

Visit a total of 4 Crew stores and their competitors

Thursday 4^th November

Brand creative day –

Visit Abercrombie and Fitch (have picture taken with Mentor Kendra and model)

and Tommy Hilfiger

The purpose of the store visits was to pick up feel of brand identity, lifestyle imagery, understand its message to the customer.


Concluding this research I attended another branding workshop and together with the graphics team and the creative production manager we created a theme board using 4 words that represents the brand and found images to go with the theme, see creative theme board image.

Friday 5^th Monday 8^th and Tuesday 9th

Finish Size chart project – with all amendments in place it was ready to be confirmed and put on the website.

- Meeting with all departments to suggest ways to improve the process throughout the business.

Wednesday 10^th

Mark up of catalogues- a follow on from the Squnich analysis, once they have the percentage of how much space each product is dedicated in the catalogue then can then work out whether the amount of units sold works well in relation to how much space it is using.

Thursday 11^th

Working with womenswear designer, Juliet.

Trend research, I got to look through Peclers 2012 , it was extremely exciting.

Boarding up new collection ready for presentation.

Friday 12^th

Working in Richmond store to get a feel for the brand


Last Week
Monday 15th 
Working with direct marketing team, sorting out the held orders.
Tuesday 16th 
With designers Trend research on WGSN S/S 12 inspiration

Womenswear Details S/S 12

S/S 12 Colour Inspiration

 

Weds, Thurs Fri 17^th 18^th 19^th

Working with the events team for my last few days

-          Sample stock take, for auditors

-          Competitor research collecting images from website homepages and any ideas from Facebook pages

-           Visit joules and ted baker discounted store events  to gather ideas along with the marketing manager and assistant.
- Celebrate the 'Berry Christmas' store event, by taking spiced berry bottle green drinks and mince pies around the office with santa hats on.