audit 2

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17 Still focused on the trend of customisation, I considered creating an exclusive Ed Hardy toy, motorcycle merchandise and exclusive Ed Hardy motorcycle jackets created in collaboration with Ava Nirui, a popular contemporary fashion designer. These ideas were based around tapping into the brands original ethos of motorcycle rebel culture.
18 Through a class critic session it was evident all of these communication methods contained many issues. A peer member questioned ‘why would an individual spend money on a publication for a brand that have little-to-no awareness?’. A significant question, which made me re-think the best method of promotion. The class critic also highlighted that making communication exclusive while trying to promote a brand that is not perceived as fashion-forward would be irrelevant. This led me to conclude my main focus needed to lie within increasing brand awareness in a way that targets the correct audience; the communication method had to start off by reaching the audience on an already connected platform. Additionally, it was significant to recognise despite appealing to a new target audience the communication method should not alienate existing fans of the Ed Hardy brand. I considered creating a pop up store for the Ed Hardy capsule collection with Selfridges design studio. However, I soon identified in order for the revival to be successful the audience need to see how the clothes can be style and on the correct people in order to spark interest and allow the clothes to be demonstrated within a fashion-forward way.
Page 2 and 3: Juanita Richards Creative Direction
Page 4 and 5: Abstract
Page 7 and 8: Background context
Page 9 and 10: A brand of particular interest is J
Page 11 and 12: Through Ed Hardy being a brand that
Page 13 and 14: 6 Ed Hardy In 2016 the brand launch
Page 15 and 16: 8 On the brands Instagram this is e
Page 17 and 18: Naturally, I assumed the original E
Page 19 and 20: 12 Brand OPPORTUNITY Options
Page 21 and 22: Left feeling confused about the age
Page 23: 16
Page 27 and 28: 20 THE BRIEF THE OBJECTIVE To engag
Page 29 and 30: 22 concept development
Page 31 and 32: The campaign will also involve adve
Page 33 and 34: Hollywood Stardom 26 Top to bottom:
Page 35 and 36: 28 DEsign development
Page 37 and 38: This mood board illustrates contemp
Page 39 and 40: 32 Tattoo Art Market analysis revea
Page 41 and 42: 34 All images are screenshots taken
Page 43 and 44: Browsing eBay I came across this Ed
Page 45 and 46: 38 ROWANS I visited Rowans arcade i
Page 47 and 48: After various emails and phone call
Page 49 and 50: 42 STOKTER Stokter tattoo parlour p
Page 51 and 52: 44 In order to engage the audience
Page 53 and 54: These experiments were created usin
Page 55 and 56: After contacting over 27 agencies a
Page 57 and 58: 50 @ NEVS yvonne @ milk
Page 59 and 60: 52 s Spring 2017 cover star, film b
Page 61 and 62: After research, experiments were co
Page 63 and 64: 56
Page 65 and 66: Zara Woman Spring Summer 2015 film
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Page 71 and 72: Motorcycle rebel culture Left to ri
Page 73 and 74: prodcution 66 pre -
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68 BUDGET Identifying the productio
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70 In order to broaden the search,
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Nikla’s photography work 72
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74 Motorcycle rebel culture Messy s
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76 Stokter tattoo parlour was analy
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These images and video screenshots
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80 slim jim’s Despite the visit t
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84 Motorcycle Rebel culture Overvie
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Hollywood Stardom Accessories were
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Tuesday 11th April 88 Motorcycle Re
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90
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prodcution 92 post -
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94 Each video was edited differentl
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The following pages consist of some
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100
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Certain retouched images were effec
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PLACEMENT 104
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106 Influencer Marketing Initially
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Designing a header which illustrate
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110 MEDIA PACK The Ed’s Back camp
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Another new learning was styling, I
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123 bibliography Veblen, T. and Mil
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