DIGITAL PUBLISHING

FMS 503LEVEL 5

PRODUCTION PROPOSAL

JESSICA GREENFIELD

BRAND ANALYSISZara is a fast fashion high street brand, whose ethos is to have affordable fashion, and a rapid response to the high market demand of the loyal customers. The company manage to alternate stock every two-four weeks, which is a major turnover for a high street store. I have chosen Zara as my design concept as I love the minimal and tailored aesthetics of both the clothing and the website layout.

SITE DESIGN ANALYSIS – ECOMMERCEFor the digital element of the website, I will be following the same layout as the original Zara website, as I want it to remain the fresh, clean finish that the brand is renowned for. I will create an ‘EDITORIAL’ tab for my five editorial images, that can be found on the left hand navigation bar. The images will be presented in a blog style format, with a mixture of some of the shots being

portrait and landscape. A few GIFs will also be placed in between the images, to break the page up slightly. The main editorial image will feature on the homepage to lure the customer in. The fonts will be black and white, with the main tabs in capital letters and bold Helvetica, and other writing in lowercase Helvetica regular.

HOMEPAGE

EDITORIAL

INDIVIDUAL BUYERNAME: Lara AGE: 22 GENDER: FemaleLOCATION: London INTERESTS: Travelling, art, fashion conscious, always likes to look on trend, photography, reading magazines such as Dazed. AREA OF WORK: Fashion StudentSPENDING HABITS: Likes high street brands, affordable fast fashion for a tight student budget. She is a loyal Zara customer, and probably enters the store once/twice a week. The store is perfect for her androgynous style. CUSTOMER PROFILE

-AGE GROUP: 18-40 YEAR OLDS-A LOYAL CUSTOMER, ENTERS THE STORE ONCE/TWICE A WEEK-CUSTOMERS THAT ARE DEDICATED TO THE LATEST FASHION-PEOPLE WITH A CREATIVE ATTITUDE AND CHAOTIC LIFESTYLE-LIKES A TAILORED, CHIC AND ANDROGYNOUS STYLE

Zara caters for both smaller sizes and plus-sized customers, people who are interested in the latest fashion trends and want fashionable, on trend garments at affordable prices. With a large age range to suit all, there are two different brands to section the age difference. The Trafaluc (TRF) section is aimed mainly at teenagers, with an edgier style, compared to the classic Zara Woman brand.

SHOOT CONCEPTZara’s editorials are highly fashion conscious, and seasonally on point. I am planning on creating an Autumn/Winter 2016 trend, inspired by different textures of woollen coats and fur/leather jackets, along with a shoe editorial

of pointed black boots. As

the target market want fresh designs, I will pick out items from the brand itself that are sharp, tailored, clean cut and minimal, taking inspiration from the androgynous style. LOCATION:

- Coat & jacket editorial- on location.- Dreary, dull setting, grey concrete and brick walls a run down area.- Vibrant contrast between textures and colours of garments. - Shoe editorial- studio, grey and white colourama.- Props- white boxes and green plants.

COLOUR PALETTES

- Neutral tones- Green plants - Monochrome

HAIR & MAKE UP

- Dishevelled hair- Natural colour- Wavy- Middle parting

- Natural make up- Glowing- Pale complexion- Tinted moisturised lips

MODEL

- Tall- Slim- Masculine

features- Chiselled

jawline- Clear skin

STYLE & POSES MOODBOARD

STILL LIFE

SHOE EDITORIAL

TREND REPORT- Culottes - Woollen Coats- Fur/Leather Jackets- Pointed shoes