1970's inspirations- Studio 54

Choosing my summer project theme to be about the 1970's I wanted to explore the fashions, people, nightlife and architecture of that era, And what better to start with Studio 54, a New York club that was the centre of the disco era of the 1970's.

       

Various celebrities and the It girls and guys like; Diana Ross, Andy Warhol, Debbie Harry and Jerry Hall, would always be seen at Studio 54. Others would come to show of there latest showstopper outfit and for the wild nights. 

" The secret to a good party is filling a room with guests more interesting then you" (Part owner of Studio 54, Steve Rubell). 

If you wasn't famous or dressed to the nines then you wouldn't get into Studio 54, they would even turn people away for being to ugly! The staff included dancers and busboys, who a long with everyone else had a wild time and dressed to impress. 

Many outrageous things happened in Studio 54, some stories that went on I'm sure will never been know. Child stars of the time Drew Barrymore and Brooke Shields were both regulars to the nightclub even though they was both extremely under the age limit of any substances and I'm sure they got an eye full of the grown parting world. Other famous moments include Bianca Jagger's 30th birthday party to which she rode out on stage on a white horse. Andy Warhol was presented with a bin full of dollar bills for his birthday. The night club also brought out its own pair of jeans with the campaign slogan of "Now everybody can get into Studio 54".

Unfortunately, the nightclub was only open for 33 months, due to closer from the tax evaders breaking in and finding bags of money hidden all over the club. It was once said by the owners Steve Rubell and Ian Shranger, that only the mafia was making more money then they did. 

Space Age Beauty- Secret Loves

From Barberella to Hussein Chalayan, space age fashion is a beautiful shiny, futuristic thing.
Here are some of my favourite space age images. P.S the little boy above is apparently wearing mind reading googles, he looks so disgusted in what his just mind read from someone!

Space Cowgirl

Jane Fonda as Barberella- 
Wearing Paco Rabanne

Brooke Candy

Hussein Chalayan-
 The Master of Futuristic Fashion

Space Invaders

Lady Miss Kier-
Deee- Lite

Fragrance Brief- Brand Personality

As a group we decided to name our brand 'Without a Trace', due to the promise of our home fragrance to illuminate the smell of sexual relations. As a brand our personality qualities are:

• Luxury
• Discreet
• Daring
• Independent
• Contemporary
• Reliable
• Intelligent
• Sophistication
• Masculine
• Charming
• Unique

Fragrance Brief- Consumer Profile

• Well Groomed
• Well Traveled
• Smart
• Assertive
• Slick 
• Promiscuous
• 'Flash the Cash'
• Educated
• Charming
• Always a Love Interest
• Confident

 

This Man may seem a little far fetched, but this man can also be our consumers alter ego. 

Fragrance Brief- Bottle Design

When we first started to think about our bottle design we knew we wanted it to be disguised, hidden so only if you was 'in the know' you would know what it is. We also wanted it to look like something a man would be proud to own and add to the stylish interior of his bachelor pad. So we choose to base our design around the classic descanter bottle. Here are some inspirations we had:

Modern pattern with classic shapes.

A honey bottle with angular edges.

Crystal bottles.

Black liquid.

Decanter textures with rounded bottle shape and matt finishes.

Fragrance Brief

As a group we decided we would make and brand a Home Fragrance for Men. This is something thats never been done before so we knew we had to be daring. Our home fragrance for men will illuminate the smell of sexual relations, aimed that the players and ballers of the world. Here is a initial mood board I created, which explains our consumers lifestyle, job and style. 

Comparing Fragrance Adverts- Seminar Task

When we first started our fragrance project, we started looking at fragrance advertising. The advert for a fragrance can make or break it, as its selling the fragrance to us before we have even smelt it. I always feel I remember and really notice the advert I'm more likely to go and test the smell next time I'm shopping.
Different advert are aimed at different consumers.

The Alpha Male
Manly, Strength, Hercules, God, Hero.
Does this mean when a man sees this advert he will become this Greek God hero after one spritz of Versace Eros. Or even his girlfriend, will she suddenly think her man will come and pick her up and be the her hero.


                       

The Celebrity Endorsed
With celebrity endorsed fragrances, its a brands fans and the celebrities fans coming together. Creates a buzz for both parties, but this could go wrong if either one tarnishes the image, for example a celebrity drug scandal.

The Joker
Comedy within fragrance adverts is a hard one. Its not actually saying the whole smell of the fragrance is a joke, its just the brand not taking itself to seriously which is a good thing, as it relates to woman that may not take things to seriously.

The Porno
Many perfume adverts do vergue on the edge of soft porn, some even get banned for it. Weather its the caught in the moment look, a sweaty body part or the dominatrix. Theses adverts are aimed to make the consumer feel they will be desired, maybe even have lovers drop at their feet for just the way they smell.

 

The Wholesome Miss World
Pure, Innocent and cheesey.
Two cute sleepy puppies in a field of fresh spring flowers, in the world most modiste cosy outfit, could anything be more pure and wholesome. It even makes you think the puppies leave little sugar coated do-dos behind.

The Daddies Little Princess
This girl is clearly old enough to earn a living for herself, but yet it looks like she's posing for the decoration at her Super Sweet Sixteen birthday party, in which everyone will tell her how amazing she is.  Does this still relate to todays teenagers.

Insects and Critters- Secret Loves

Insects, some people are repulsed by them, some keep them as pets and, some feed them to their pets.
I for one am done of the above, but I am fascinated with them. How something can be so tiny and small but with so much detail. I even went as far as getting a bee illustration tattooed on the back of my left leg.
But recently I've noticed insects becoming more emerging in graphics and signage from fashion to interior design.
 

 

 

Advertising and Media Strategy

There are many types of advertising from traditional media, to new modern media advertising.

Types of Adverts:

• Commercial- TV, Radio
• Advertisement- Press, outdoors
• Direct Mail
• Preview or Tailer- To tease the consumer 
• Promotional Material 
• Sponsorship 
• Events
• Point of Sale- Packaging
• Advertorial - Written to look editorial or journalistic report
• PR
• Flyer 
• Digital- Banners, Emails, Social media

Press adverting is still as relevant and powerful as ever, within Print adverting there is a 3 second rule of seeing it, recognising it and remember it. 

Direct mail now days is email, This is good because it is more social and relevant to the times and engaging. Direct mail doesn't work so well when its generic and un-targeted. 

 

These are two advertisements for 7Up, The first with the baby is from the 1950's encouraging mothers to give 7Up to their babies. The second is from this year, a promotion they are doing called Project 7, to encourage their consumers do give to one of 7 charities. This shows the difference in times, drinking fizzy drinks now days is seen as a bad thing of something to enjoy not to often because of health. So now companies like 7Up do good of the bad press of sugary drinks. Bad for you but do good for others approach.

Point of Sale: Conversation
Done through window displays, sampling, special offers all have noticeable effects.

 


How you measure success