I have enjoyed this module, but, like with anything, there have been a few bumps in the road, from lack of communication with the collaborative platform, to not consolidating/getting confused with my brand proposition. Sorry this is a bit of a long one but it’s important that I document this!
A few blog posts ago I documented my presentation feedback; one of the key points being that I should better define the sustainability focus of the brand and make sure all elements of the brand align. I took this feedback away, touched base with Evie and worked on it. As a collaborative effort, Evie and I conclusively confirmed that Fortitude very much values sustainability due to designing for a lifestyle, but it is ultimately the message that is aiming to be portrayed (see blog titled ‘Touching base with Evie’ for further details). I was content with the discussion that Evie and I had, and felt confident that I knew the direction that Fortitude was now going in.
Last Tuesday, I attended a highly valuable session hosted by Stuart and Parminder. The prominent focus of the session was about B2B, B2C and D2C distribution channels which was really interesting, encouraging us to consider how we might go about distributing our brand and its products. During the session, we were required to complete a task which entailed creating a 30 second pitch that we would say if we were able to get through to the fashion editor of Vogue. The purpose of this task was to allow us to get our story straight and to be confident in what our individual propositions and values are that make our brands strong and true to our identities. This is what I came up with in the session:
“I would like to introduce you to a new, contemporary, luxury womenswear brand Fortitude. As a new brand, we are seeking to act as a new medium for raising awareness around plastic ocean pollution; making all of us as consumers aware of the damage that we are causing to our beautiful oceans. Instead of the typical news article or documentary that we continually see, our statement, work-of-art clothing will be what delivers these important and impactful messages to hopefully inspire us as consumers to change our actions.”
I was one of two students to feed back. I was happy to do so because I really appreciate the feedback and input that I gain from the lecturers so I can learn and progress. Stuart and Parminder gave me some good feedback, but also some that made me feel a little deflated. I came away from the session feeling like I had just gone round in a circle. After my 30 second pitch, considering what my brand stands for and the brand’s purpose, they rightly questioned ‘how as a brand are you solving the challenge and problem of plastic pollution if it means so much to you?’ At this stage I realised, maybe I don’t know, which I thought I did based on the latest conversation I had with Evie. Since the session I have made an active effort to see if I can better confirm the brand and its inspirations. Stuart and Parminder gave me some food for thought as to how I could maybe incorporate the significance of plastic ocean pollution via marketing elements, if it lacks in the product design element.
I have been running this all past Evie as best as I can. I am feeling a little bit let down by Evie lately. I think she has had other projects to work on at the same time, and it is evident that she has not been working on her innovation module. Recently when I’ve asked her questions, for example, about the materials she’s using and if they are sustainable, she has been somewhat unhelpful and I’ve recently been feeling really stumped. I am also aware that a lot of the other FMB students working with fashion designers have been given finalised, digital, design sketches that they have been able to feature in their brand boards. Evie has not yet even started designing… At this stage I am feeling slightly concerned that Evie is getting behind on her project, which has a knock on effect on my work. On reflection, I imagine that this communicative issue is something that happens a lot in industry. I am trying my best to understand this and remain calm, I just hope it all works out in the end…
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