“Fashion
is a reflection of the current social situation” E.J Scott
In order to understand the customer of the Zed brand, one must reflect on the social norm of the prospective purchaser. The Zed customer is a career-driven, city based woman who enjoys the experience of luxury shopping. Living and working in the central hub of a large city, the customer picks up on the changes of trends quickly but usually chooses to interpret these in her own manner. With the influence of the brand mainly targeting 25-35 year old women, it is important to use appropriate imagery throughout social media. Instagram is one of the most used social media platform by this age range and is a great way to discover the true customer behind the product through hashtags.
As seen on the busy streets of the London today, Women wear garments to show they are equal or superior to men. Smart coats, suits and clothing that show a professional status alongside practicality that does not hold them back. During the 50’s, the tight pencil skirt was a common garment worn by women as professional work wear. This reflected the restrictions to women who wanted to pursue a career during this time and the imbalance in the workplace usually steering towards men. The tight pencil skirt could be seen in a modern view with the idea of a woman being an object best ‘seen and not heard’ as the attire is seen as provocative and alluring. At the time, this garment felt like a true liberation from the corset and highly structured clothing, and an opportunity to do and be more.
Sunglasses are worn on a daily basis around the capital of London, even throughout the winter. There is a need for sunglasses to be used as part of the professional look on the way to and from work, used as a barrier for emotion and attention especially on the underground.
Looking at social media, the 25-35 year old woman follows luxury fashion and travel brands, which motivate her to work harder. According to 1 Granary, the publication that features the work and concepts behind CSM students, a trend shift in the future of luxury is due. Time is considered the ultimate luxury, something that those with enough money do not usually have and will be highly appreciated. This factor makes the brand hold another unique selling proposition and gives added intangible quality.
“Taking the time to actually hand craft a piece is the ultimate luxury.”
Eva Neuburger, CSM student
In conclusion to the current social situation, 2016 is showing to be a year of equal opportunities especially as the debate of equal pay continues to thrive. Zed needs to be able to create eyewear that shall state the wearers’ driven and strong nature. As sunglasses are becoming such an item for work wear, a smart appearance that also portrays individuality with understated luxury is a must. As this age group have grown up with a large amount of social media avenues, the market usually use one main site where they portray their individuality. This platform updates the customer with the latest trends and news, meaning fashion comes and goes so quickly the potential for time consumed manufacturing would not be able to keep the customer satisfied. The final product may have missed the trend by the time it has been created, so these products are crucial to be classic in design.
In order to understand the customer of the Zed brand, one must reflect on the social norm of the prospective purchaser. The Zed customer is a career-driven, city based woman who enjoys the experience of luxury shopping. Living and working in the central hub of a large city, the customer picks up on the changes of trends quickly but usually chooses to interpret these in her own manner. With the influence of the brand mainly targeting 25-35 year old women, it is important to use appropriate imagery throughout social media. Instagram is one of the most used social media platform by this age range and is a great way to discover the true customer behind the product through hashtags.
As seen on the busy streets of the London today, Women wear garments to show they are equal or superior to men. Smart coats, suits and clothing that show a professional status alongside practicality that does not hold them back. During the 50’s, the tight pencil skirt was a common garment worn by women as professional work wear. This reflected the restrictions to women who wanted to pursue a career during this time and the imbalance in the workplace usually steering towards men. The tight pencil skirt could be seen in a modern view with the idea of a woman being an object best ‘seen and not heard’ as the attire is seen as provocative and alluring. At the time, this garment felt like a true liberation from the corset and highly structured clothing, and an opportunity to do and be more.
Sunglasses are worn on a daily basis around the capital of London, even throughout the winter. There is a need for sunglasses to be used as part of the professional look on the way to and from work, used as a barrier for emotion and attention especially on the underground.
Looking at social media, the 25-35 year old woman follows luxury fashion and travel brands, which motivate her to work harder. According to 1 Granary, the publication that features the work and concepts behind CSM students, a trend shift in the future of luxury is due. Time is considered the ultimate luxury, something that those with enough money do not usually have and will be highly appreciated. This factor makes the brand hold another unique selling proposition and gives added intangible quality.
“Taking the time to actually hand craft a piece is the ultimate luxury.”
Eva Neuburger, CSM student
In conclusion to the current social situation, 2016 is showing to be a year of equal opportunities especially as the debate of equal pay continues to thrive. Zed needs to be able to create eyewear that shall state the wearers’ driven and strong nature. As sunglasses are becoming such an item for work wear, a smart appearance that also portrays individuality with understated luxury is a must. As this age group have grown up with a large amount of social media avenues, the market usually use one main site where they portray their individuality. This platform updates the customer with the latest trends and news, meaning fashion comes and goes so quickly the potential for time consumed manufacturing would not be able to keep the customer satisfied. The final product may have missed the trend by the time it has been created, so these products are crucial to be classic in design.
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