Essay Research + Turnitin
Layout of Essay:
100x Words Introduction
400x Words Part 1
400x Words Part 2
100x Conclusion
Notes from discussion:
- story telling , why?
- Possible Topics - high brands are...elitist, secretive, Prada is aspirational.
- Talk about luxury brands , value of exclusivity ,value of them, it makes us think "Look at me and my expensive Prada bag".
- LUXURY AS BEING ASPIRATIONAL AND EXCLUSIVE.
- FOCAL POINT PRODUCT- IMPORTANT AND AMAZING.
- LOOK INTO BRAND , VALUE, EXCLUSIVITY
- Must write in 3rd person.
- GLOBALFASHON BRAND STYLE AND HISTORY
- LUXURY FASHION AND CULTURE.
- ....
UPDATE
Essay Draft
This essay will contextualise the narrative of high-end
brands and how it aids them to create a successful business that generates
re-occurring consumers. Part 1 will explain themes of origin and how
glamour/luxury is used to spark ideas of aspiration towards society. Brand
strategy development will also be discussed in terms of promotion and
marketing. In part 2, use of semiotic analysis will be included to analyse the
individual components of Prada and how it relates to the narrative with the use
of two promotional images. This will follow by comments on the importance of
innovation and how it’s presented by Prada’s collaboration with an AI model –
Lil Miquela.
The origins of Haute Couture may be traced back to the eighteenth
century. Power, wealth, and social status eventually translated into a
marketing technique for designer and premium branded items into the
twenty-first century (Hancock, Muratovski, et al., 2014. Ref, Berg &
Clifford 1999). Luxury products were completely unavailable to the public as it
was classed as exclusive and scarce. Monarchs and Aristocrats were the only and
main consumers.
The words ‘luxury’
and ‘glamour’ are often associated with aspiration within the fashion industry
as most consumers desire to be seen for their choice of expression and identity,
hence why this brand narrative is extremely successful. Aspiration encourages
society to comply to our personal definitions of riches and success. High-end
brands frequently collaborate with smaller brands or promote celebrity
partnerships to sell more affordable things such as: shoes and accessories, as
this provides consumers with the benefit of borrowed interest and brand
connection from A-list designers (Hancock, Muratovski, et al., 2014, p.72).
Advertising, promotion, and marketing is a technique that
is used by all brands and businesses. High-end brands differ from the rest –
after all, luxury is a status symbol. A well-known way that customers engage
with brands is through experiential marketing, this includes a range of strategies
such as greeting customers at the door, offering the utmost of care by guiding
and serving you for any needs you may have (Atwal G., Williams, A. 2009). This
creates memorable events that make the consumer want to go back and experience
it all again, including the purchase of goods.
Over time, brands developed their approach of marketing
by using global networks. This is to get a younger generation interested and
continue their legacy as a label. “The Luxury Institute (Pedraza M. 2007) found
that…38 per cent prefer to purchase luxury goods online, versus 33 per cent who
favour face-to-face transactions” (Atwal G., Williams, A. 2009). Web designs
play a key role on the layout and output of a website which must include a good
virtual experience for the individual visiting/browsing. Additionally, social
media is favoured most for advertising and promotion as almost everyone has
access to the world wide web. It can guarantee you the statistics of viewers,
engagers, and followers, which helps brand update their target consumers
(Statista, 2021).
Prada’s choice of promotion is interesting in many ways. From
the use of neutral and white backgrounds to their sleek styled models, it all
conveys a sense of great opulence. The white space is a good example of
covering the location as it could mean that Prada wants their audience to know
their outfits can be worn anywhere without a specific occasion. Figure 1 focuses
on the use of minimalism as it prioritises the essential elements within the
image. The main focal point is the model’s face. She purposely has no
expression to divert all attention onto the accessories and clothing. The
commonly known ‘straight face’ is widely used by models to indicate
sophistication which relates to the lifestyle and values of luxury fashion.
The campaign further emphasises its clean modernity by
using black and white font to create duality between the two images of the model.
This contrast makes it easier for the audience to read and digest information
efficiently. Use of colour is another significant element in terms of contrast as
it invokes a certain mood for the potential customer. All these key features
help to generate desire and tap into the consumer’s aspirations which
reinforces the idea that you will look high-end, alluring, and cool. (Posner H.
2015).
“Contemporary life is shaped by technology”, (Prada,
2021). One of Prada’s values is innovation – this is shown through the AI model
herself, Lil Miquela. Figure 2 includes a range of elements that could
contradict their main aesthetic, however, that’s what makes it more captivating
as consumers naturally crave to find new ways of expression. A street-style ‘vibe’
is very attractive to the younger generation, this is communicated through the
rough-looking alley and colourful graphics behind the model. The dark
background is a huge shift from their snow-white back drops, this may have
connotations of danger and rebellion which can be seen in the details of the
scratched wall.
“We must be the
drivers of change, with the flexibility required to translate the demands of
the market and the society into tangible actions that inform our way to do
business” (Prada M. & Bertelli P. 2021). Prada is associated with high
fashion, yet they place themselves in an urban setting to convince the consumer
that they are not set on one narrative, they can be classy yet cool at the same
time and it’s the customer’s choice on how they choose to represent Prada based
on their personal style.
In conclusion, the historical use of status is linked to aspirationalism due to the ideology of the eighteenth century and its high-profile individuals. This technique is still used in the modern age to gain a new generation of people who strive to make a statement, whether it’s about their identity or choice of expression using a label. Brands use technology and social media to gather information about their target consumer. Furthermore, they focus strongly on their image depending on their aesthetics and what’s associated with it. For them to continue their legacy, they have to keep expanding their horizons and follow the ever-changing contemporary society. [1,001 words]
Bibliography
H. Hancock II, J.,
Muratovski, G., Manlow, V., & Peirson-Smith, A. (Eds). (2014). Global
Fashion Brands: style, luxury & history (pp. 65 ,72, 169, 236).
Intellect.
Atwal, G., & Williams,
A. (2009). Luxury brand marketing – The experience is everything!. Journal Of
Brand Management, 16(5-6), 341,344. https://doi.org/10.1057/bm.2008.48
Pedraza, M.( 2007 )
Internet habits of the wealthy. Admap, March: 24 – 26 .
Posner, H. (2015). Marketing
Fashion, Second edition Strategy, Branding and Promotion [Ebook] (2nd
ed., pp. 174, 175). Laurence King Publishing. Retrieved 17 November 2021, from https://shu.primo.exlibrisgroup.com/discovery/fulldisplay?docid=alma99145840002501&context=L&vid=44SHU_INST:44SHU_VU1&lang=en&search_scope=MyInst_and_CI&adaptor=Local%20Search%20Engine&tab=Everything&query=any,contains,fashion%20marketing%20strategies&offset=0.
Group Values. Prada Group. (2021). Retrieved 17 November
2021, from https://www.pradagroup.com/en/group/manifesto.html.
The 80
Greatest Fashion Quotes of All Time. Harper's BAZAAR. (2020). Retrieved 17 November 2021, from https://www.harpersbazaar.com/fashion/designers/a1576/50-famous-fashion-quotes/. “Fashion is the armour to survive the reality
of everyday life” - Bill Cunningham.
Benefits of social media
marketing worldwide 2021 | Statista. Statista. (2021). Retrieved 20 November
2021, from https://www.statista.com/statistics/188447/influence-of-global-social-media-marketing-usage-on-businesses/.
List of Illustrations
Figure 1: Prada. (2021). SS 2021 Man and Woman:
Dialogues [Image]. Retrieved 17 November 2021, from https://www.prada.com/ww/en/pradasphere/campaigns/2021/ss-woman-man.html.
Figure 2: Allwood,
E. (2018). An AI Insta it-girl was at the Prada show – but WTF does
that mean? [Image]. Retrieved 17 November 2021, from https://www.dazeddigital.com/fashion/article/39171/1/ai-insta-it-girl-lil-miquela-was-prada-aw18-show-but-wtf-does-that-mean.
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