Launching an exciting new fashion brand, the strategy is to compliment cutting edge technology with leading fashion. Through a unique memorable experience of how consumers can share and access fashion, Threads certainly differs from the fashion retail competitors. 

 

 

Aimed at 16-30 male and females that are dedicated fashion conscious youths, students and young professionals, all sharing the same passion to be leaders in fashion. My target audience are truely mobile and live online. 

 

 

Threads will have an online retail presence, and the brand will also have concession stores available in Selfridges and House of Fraser giving myself the opportunity to bring the brand to life. Through the use of Xbox Kinetic and Playstation move technology consumers will be able to upload/create their 3d version of thereself trying on clothes, mixing and matching on a realistic version of yourself. Can't make your mind up on what to wear? Don't worry, Threads will give you the option to send and share photos of matches of outfits across social media.

 

 

When creating my brand mark I wanted to capture the essence of the brand's key values, expressing the brand is at the cutting edge of technology through the use of sharped edges, complimenting the shape of an arrow to represent leadership. Combining the letter 'T' to reinforce the brand name, helps the targeted demographic make a connection to what the brand mark represents, helping the brand become memorable by expressing the brand key values.

 

Being inspired by the world's leading fashion forecaster WGSN, there will be a seasonal colour and print/texture palette released every season, that can be used in conjunction with the brand. I don't want the brand identity for Threads to just be a pretty logo to look at, but a brand that the demographic are going to be inspired by and envy. The brand will adapt to it's current environment and surroundings of latest trends. 

 

Threads app isn't going to just be the usual app where you can browse clothes and purchase them, it's going to become part of the target audiences daily life. Access to the latest recorded Catwalk events, Blogs, as well as the opportunity to win prizes in competitions and unlock levels to become a brand ambassador, gaining access to an exclusive limited edition wardrobe.  

 

Below is an example of an idea for one of many competitions, by touching the triangles it will change the product giving you flexibility to create your desired 'perfect match'. Once your confident with your own personalised outfit, you submit by pressing the brand mark, revealing whether you have won prizes or discounts to use on the brands products! Promotional codes and prizes will be stored on your account, encouraging you to sign in or create one if you haven't got an account with Threads.

 

To help create awareness of the brand, as well as promote the unique experience that we can offer consumers through the use of technology, this brand promotion campaign has categorised why consumers potentially by clothing. You may be only looking for a smart shirt for work, but with Threads it will suggest the perfect match giving you the option to adjust, mix and match different items creating the desired 'perfect match'.  Upload/Create your 3D version, mix and match clothing on yourself, then debate with family and friends on social networking sites, helping gain awareness of the brand as well as free publicity.  The brand promotion campaign can be applied to a variety of media and applications, becoming digital and responsive as an option.

Threads project is the entry of being shortlisted for the Graphic Design category B-hive 2014. I was given the opportunity to pitch my design work to judges from various design agencies. It was recently announced I won work paid placements at four different design agencies. A valuable experience, i'm really grateful to be part of.