IDEAS DEVELOPMENT
- Is art direction the most important sector in fashion branding? (Do customers really care about the concept behind each branding approach?)
- How is consumers’ behaviour shaped in fashion branding?
- How is gender being conceptualised in fashion branding?
How effective it is instead of how "good" it is
- definition of effective (number of sales)
- algorithms
- trends ("fast-fashion")
- style according to trends or brand's signature style?
- ethical? tokenism? virtue signalling? (body-positivity, racism, classism, disability...) (nike, fenty)
- eg. celebrity endorsements (eg. travis scott mcdonald’s?)
Is the use of trends in advertising effective? (Streetwear brands)
- compare “effective” and “ineffective” advertisements
- Define “effective”
- Define streetwear
Social Media’s influence on advertising
- Social media is a new platform for people to go on to to create trends
- Spread info easily (Globalisation)
- Influencers
- Trends changing v quickly (similar to fast-fashion)
- Big data
- Surveillance Capitalism
- Maxist criticism
- big companies trying to appeal to the masses
- Unethical
Books
- advertising
- Social media
Terms
- Homogenous (globalisation, internet culture, influencers, social media)
- Viral
- Mainstream
- Globalisation
- Internet culture
- Making branding boring
- All look the same
- Fashion brands logo
THE SOCIAL DILEMMA (NETFLIX SERIES)
AZA RASKIN
- Firefox n Mozilla Labs former employee
- Centre for Humane Technology Co founder
- Inventor of Infinite scroll
We are not paying for the thing that we use, advertisers pay, advertisers were the customers, we, users are being sold.
“if you are not paying for the product, then you are the product”
Our attention is the product being sold to the advertisers
The gradual change in users’ behaviour and perception is the product
Succesful businesss
Sell certainty
Have to have great predictions
You need a lot of data
Surveillance Capitalism
Fab, sc, ig, all competing for your attention
Keep people engaged on the screen
How we get as much of this person’s attention we possibly can
How much time can we get you to spend?
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