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123 bibliography Veblen, T. and Mills, W.C. (1992) The theory of the leisure class. New Brunswick, U.S.A: Transaction Publishers. Wang, ’.R. (2015) Disrupting digital business: Create an authentic experience in the peer-topeer economy. United States: Harvard Business Review Press Gladwell, M. (2006) Tipping point, the: How little things can make a big difference. Boston, MA: Back Bay Books/Little, Brown and Co. Mickiewicz, M.F. (no date) Bad tast merch and fakes. Available at: https://www-lsnglobal-com.arts.idm.oclc. org/opinion/ article/19520/bad-taste-merch-and-fakes (Accessed: 17 January 2017). Rayment, S. (2015) 8 classic sportswear brands that are back on trend. Available at: http://www.fashionbeans. com/2015/8-classic-sportswear-brands-that-are-back-on-trend/ (Accessed: 4 November 2016). Reynolds, S. (2011) Retromania: Pop culture’s addiction to its own past. New York: Faber & Faber. Morency, C. and Jiang, E. (2016) The Vetements effect. Available at: https://www.businessoffashion.com/ articles/intelligence/benefit-of-vetements-brand-collaborations (Accessed: 25 November 2016). Chahal, M. (2017). Attitude replaces age for targeting consumers - Marketing Week. [online] Marketing Week. Available at: https://www.marketingweek.com/2015/11/05/attitude-replaces-age-for-targetingconsumers/ [Accessed 4 Apr. 2017]. Dhillon, K. (2017). 2000s Fashion Trends: 9 Reasons the 00's Are Back for 2017. [online] Highsnobiety. Available at: http://www.highsnobiety.com/2017/04/17/2000s-fashion-trends/ [Accessed 10 May 2017]. Intelligence, B. (2017). 99% of young British people use social media every week. [online] Business Insider. Available at: http://www.businessinsider.com/99-of-young-british-people-use-social-media-every-week- 2016-8?IR=T [Accessed 7 May 2017]. Li, N. (2017). The Best Fashion Brands of 2016. [online] HYPEBEAST. Available at: https://hypebeast. com/2016/12/best-fashion-brands-of-2016 [Accessed 2 May 2017]. Manning, J. (2017). Palm Vaults. [online] Time Out London. Available at: https://www.timeout.com/london/ restaurants/palm-vaults [Accessed 1 Mar. 2017]. Mintel. (2017). Marketing to older and younger millennials. [online] Available at: http://academic.mintel.com. arts.idm.oclc.org/display/826623/?highlight [Accessed 2 May 2017]. Mickiewicz, M. and Smith, J. (2017). Influencer Market. [online] Www-lsnglobal-com.arts.idm.oclc. org. Available at: https://www-lsnglobal-com.arts.idm.oclc.org/markets/article/19933/influencer-market [Accessed 2 Feb. 2017]. So, V. (2017). Five emerging brands who killed it at New York Fashion Week. [online] Dazed. Available at: http://www.dazeddigital.com/fashion/article/32889/1/five-new-brands-new-york-fashion-msbhv-luarbarragan-ottolinger-made [Accessed 7 Mar. 2017]. Refinery29.com. (2017). The Comeback No One Asked For Is Happening. [online] Available at: http://www. refinery29.com/2017/01/136107/ed-hardy-trend-illustrated-people-collaboration [Accessed 14 Jan. 2017]. Bobila, M. (2017). Kaia Gerber Lands Her First Solo Cover With ‘Pop’ Magazine. [online] Fashionista. Available at: http://fashionista.com/2016/08/kaia-gerber-pop-cover [Accessed 7 May 2017].
124 Edhardystoresale-online.com. (2017). Ed Hardy Store Sale Online | 90% Off Ed Hardy Stylish Clothing, Loved By Special Young Group. [online] Available at: http://www.edhardystoresale-online.com/ [Accessed 1 May 2017]. Gallery.wacom.com. (2017). Juicy Couture | TRACK IS BACK Campaign on Wacom Gallery. [online] Available at: http://gallery.wacom.com/gallery/44156281/Juicy-Couture-TRACK-IS-BACK-Campaign [Accessed 1 May 2017]. Nowness.com. (2017). Nowness. [online] Available at: https://www.nowness.com/story/bleu-reine-akimlaouar-aronsen [Accessed 22 Jan. 2017]. ssense. (2017). MISBHV - Black 2000 Huge Hoodie. [online] Available at: https://www.ssense.com/en-gb/women/product/misbhv/black-2000-hugehoodie/2038483?forced_user_country=GB&gclid=CjwKEAjw3drIBRCOwfC-_ qqyjQ8SJADvoWQpEkjGDKJ07IyxWrQCkZSA6Rq5Jj0Lp8P5Atn42N2nWRoCk3nw_wcB [Accessed 12 Feb. 2017]. The Fashion Law. (2017). SEE: The Full Alexander Wang Spring/Summer 2016 Campaign. [online] Available at:http://www.thefashionlaw.com/home/see-the-full-alexander-wang-springsummer-2016-campaign [Accessed 13 May 2017]. Vimeo. (2017). KOCCA FW13 Campaign. [online] Available at: https://vimeo.com/74657151 [Accessed 2 Oct. 2016]. Vimeo. (2017). PRADA RESORT 2014 CAMPAIGN. [online] Available at: https://vimeo.com/80503298 [Accessed 7 May 2017]. Vimeo. (2017). ZARA WOMAN SS15. [online] Available at: https://vimeo.com/121901153 [Accessed 12 Jan. 2017]. Vogue. (2017). Vetements Fall 2016 Ready-to-Wear Fashion Show. [online] Available at: http://www.vogue. com/fashion-shows/fall-2016-ready-to-wear/vetements/slideshow/collection [Accessed 7 May 2017]. Wonderland. (2017). Lily McMenamy X Moschino | Wonderland Magazine. [online] Available at: https:// www.wonderlandmagazine.com/2014/11/10/film-lily-mcmenamy-x-moschino/ [Accessed 13 May 2017]. YouTube. (2017). Amandla Stenberg. [online] Available at: https://www.youtube.com/watch?v=IliXldDdzcQ - https://www.youtube.com/watch?v=IliXldDdzcQ [Accessed 2 May 2017]. YouTube. (2017). Joyce / MACHINE-A fashion film by Nick Knight & Rei Nadal: Yungsters w/ Grace Wales Bonner, Kay Kwok. [online] Available at: https://www.youtube.com/watch?v=KbRVk6D5sW8 [Accessed 13 May 2017].
Page 2 and 3:
Juanita Richards Creative Direction
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Abstract
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Background context
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A brand of particular interest is J
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Through Ed Hardy being a brand that
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6 Ed Hardy In 2016 the brand launch
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8 On the brands Instagram this is e
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Naturally, I assumed the original E
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12 Brand OPPORTUNITY Options
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Left feeling confused about the age
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16
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18 Through a class critic session i
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20 THE BRIEF THE OBJECTIVE To engag
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22 concept development
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The campaign will also involve adve
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Hollywood Stardom 26 Top to bottom:
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28 DEsign development
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This mood board illustrates contemp
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32 Tattoo Art Market analysis revea
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34 All images are screenshots taken
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Browsing eBay I came across this Ed
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38 ROWANS I visited Rowans arcade i
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After various emails and phone call
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42 STOKTER Stokter tattoo parlour p
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44 In order to engage the audience
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These experiments were created usin
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After contacting over 27 agencies a
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50 @ NEVS yvonne @ milk
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52 s Spring 2017 cover star, film b
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After research, experiments were co
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56
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Zara Woman Spring Summer 2015 film
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60
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62
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Motorcycle rebel culture Left to ri
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prodcution 66 pre -
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68 BUDGET Identifying the productio
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70 In order to broaden the search,
Page 79 and 80: Nikla’s photography work 72
Page 81 and 82: 74 Motorcycle rebel culture Messy s
Page 83 and 84: 76 Stokter tattoo parlour was analy
Page 85 and 86: These images and video screenshots
Page 87 and 88: 80 slim jim’s Despite the visit t
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Page 91 and 92: 84 Motorcycle Rebel culture Overvie
Page 93 and 94: Hollywood Stardom Accessories were
Page 95 and 96: Tuesday 11th April 88 Motorcycle Re
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Page 99 and 100: prodcution 92 post -
Page 101 and 102: 94 Each video was edited differentl
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Page 105 and 106: The following pages consist of some
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Page 109 and 110: Certain retouched images were effec
Page 111 and 112: PLACEMENT 104
Page 113 and 114: 106 Influencer Marketing Initially
Page 115 and 116: Designing a header which illustrate
Page 117 and 118: 110 MEDIA PACK The Ed’s Back camp
Page 119 and 120: Another new learning was styling, I
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