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Communicating Design Ideas Assignment 2
Report
Leona Z {1401978J} Rian Herzianty {1404373A} Amira Aquila {1404162H}
Felicia Aw {1405015G} Kelly Jia En {1400048C}
CONTENT
●Background Research
- The current situation
- Existing solution: Fashion shows/events
> Strengths and Weaknesses
- Existing solution: Multi-label boutiques
> Parco Next Next
> Superspace/Workshop element
- Target audiences
●Design Problem
- Foreseeable challenges
- Opportunities
●Design Concept
- Objectives
- Concept rationale
- Correlation of rationale with solution
- Conclusion
Singapore’s Fashion Design Scene The Current Situation: The Singaporean fashion scene might have been on the rise these recent years, but the same could not be
said about our Fashion Design scene. Although there has been funding and opportunities handed to the
budding designers, the lack of consistent publicity and efforts put into this budding scene makes it hard to
leave a lasting effect amongst locals.
Existing Solutions: Fashion Shows & Events Strengths and Weaknesses
More fashion shows and events has been popping up in Singapore over the years which is a delightful sight
to see for people who has a passion in fashion. Shows like Audi fashion festival, Digital fashion week and
Fide fashion festival are the few that has been making names around the industry. These shows has a
widespread media coverage however some shows were by invites only and some had a hefty entrance fee
to be paid. It is a fact that even though local brands were featured in the shows, many of them were
overshadowed by the international brands and designers as they are the ones getting more hype and buzz.
Even with large publicity, the focus were always on the international brands or designers which identifies
past festivals as being too exclusive. Locals that were interested were hence unable to attend this event as
they felt intimidated and left out. This then further enhanced the fact that the fashion industry is not
impactful on the locals. Another event, Blueprint, is a commercial ground for people who want to build
business relationships locally or internationally. It is an great event as it is free however tragically it happens
simultaneously as Audi Fashion festival therefore there wasn’t much publicity and it was overshadowed by
the festival. The location at Suntec was also rather inconvenient and not many knew about it.
Existing Solution: Multilabel Boutiques Multilabel boutiques and spaces had been created in the recent years as outlets to showcase multiple local
fashion labels under one roof. These physical space is a platform for the local designers to move on to
international grounds. Also allowing the public to understand and have more exposure about the local
designers and to look forward to their future collections.
PARCO Next Next:
A fashion incubator set up in 2010 was used to provide emerging designers a physical space where they
could be mentored by industry professionals and learn the ropes to how the industry works. Designers were
given roughly 2 years in the incubator and that gave them much more exposure and even brought them 6
designers onto the runways of Audi Fashion Festival, featured alongside internationallyknown labels. It has
nurtured several homegrown designers such as Max Tan and Mash Up onto a bigger stage, but in the long
run proved to be a failure as they suffered losses which they were unable to cover and thus closed down in
2014.
Superspace & Workshop Element:
Both multilabel boutiques are set up to bring together local brands and build up a better repertoire of these
brands to the masses. Still existing, Superspace places local brands with international brands to give them
the same weightage in branding. They also target a different type of audience and don't appeal to the
mainstream market with its quirky brands. Superspace is located strategically at Orchard Gateway and their
stocks are usually limited in quantity. Having said that, this is appealing to the more exclusive and different
market, which means that there would be lesser or zero interest from the mainstream market thus not able
to bring in more income. Putting locals brands with global brands may seem like a good strategy but it may
backfire and end up overshadowing the local brands with the global brands gaining more attention from the
audiences.
Target Audience: 17 to <40 years old: Teenagers are the largest generation group that’s interested in fashion that would be
building up our fashion scene in the future and people who have actual spending power respectively.
Design Problem Foreseeable Challenges
Poor publicity and exposure, such as social media influencers and social media. The publications are not
pushing out enough local brands as compared to international/ massmarket brands, this equals to local
brands not getting out to the public and are unaware that such events are held. Another challenge would be
that people are brainwashed into favouring international brands rather than the local brands. As it is a fact
that international brands are overshadowing the local brands thus local brands are losing its popularity and
customers.
Opportunities
Get known publications to promote Surge Festival and push out advertisements or editorials that features
local designers on the same level as international brands. These publications, be it on magazines, online or
on air would have access to a larger audience that could get to know of our local labels. As compared to
having the occasional little columns featuring local artists and designers, having local brands and pieces
featured alongside international brands will give them extra exposure and credibility that might change the
consumers’ view towards Singaporean brands in the future. Design Concept Design Concept Objective:
Build up a better repertoire of local designers to the people of public. Designers and brands can book their
booths, similar to Blueprint, to showcase their stuff, sell their pieces and for them to meet other likeminded
people for possible collaboration and stronger business relations. At the same time, we want this festival to
stay in Singapore as a part of the local fashion culture, and that it is here to stay as we aim for the current
generation of designers to be part of this festival in order to encourage the next generation of budding
designers.
Concept Rationale:t
The definition of ‘Surge’
A sudden powerful forward or upward movement, especially by a crowd or by a natural force such as the
tide. We wanted this movement to be a step forward into shaping our fashion industry.
Tagline:
No more hiding behind shadows.
The idea of our local brands being overshadowed by big international brands is a problem that we felt very
strongly about. By playing on the word ‘shadow’ and giving the people an idea of someone stepping out of
the darkness portrays strength and power towards our initiative. We want to start a movement for the
makers, the creatives and the hustlers of the industry, we want to garner the support of the masses to step
out of the huge shadows, surge forward and make a name for ourselves.
Color: Orange, turquoise/ teal
We chose these colours because we wanted this festival to be a upbeat and enjoyable, not scary and
intimidating. At the same time, orange and teal makes a good combination as they represent happiness
and commitment respectively. Through this combination, we want to have consistent effort into making the
local fashion industry more known in Singapore.
The Circle: The definition of a circle is a group of people with shared professions, interest it also represents unity and
wholeness. We decided to use circle is because we wanted this festival to gather people of the same
interest in fashion to build relationships and introduce this industry to the people they know and make the
circle bigger.
Upward Arrows: Arrows signifies a direction of travel, a force, a movement and power. We placed the arrow in our logo to
represent the hope for a rise, a surge towards a better future for the fashion industry in Singapore through
our initiated event.
Correlation of rationale with solution
Colour psychology and shape symbolism all links back to the original objective of the event, which was the
intention to build up a stronger fashion and arts movement here in Singapore. With these rationale behind
the solution, we want to create a festival whereby people of the common interest to enjoy and learn more
about Singapore’s budding fashion industry. The arrow signifies the upcoming and rising designers, at the
same time it can also mean the new coming of Singapore’s fashion industry. The colour orange is a bright,
cheerful and upbeat colour and with combination of the circle, it basically signifies the people that are
interested in this industry should look forward to the industry's bright future and hopefully get more people
to be involved in this industry as well. The colour teal/ turquoise represents commitment and healing,
through this colour we want to convey a message to the general public that we should keep on making the
local fashion industry known as this can eventually become part of the Singaporean culture. Therefore, with
all the different rationales combined, we want the SURGE festival to become an annual event in order to let
the public know that the local fashion scene is not dead and it is here to stay.
Conclusion
SURGE is a fashion movement and festival that aims to spread more knowledge on Singapore’s own
fashion industry to people from all walks of life in hopes that it would garner more support for the fashion
industry locally. With stronger support and publicity locally, designers and brands would cultivate a stronger
sense of identity in their home grown country and allowing them to have more than just hype among the
locals, but something very intangible to have success at where they are rooted from. Through this SURGE
festival, we hope to empower the local fashion scene and spark interest from the general public as well as
make these fashionrelated events more common and enjoyable through an valuable experience.
Catalogue SURGE Zine
Goodie Bags The goodie bags includes :
Bag Ziggy Magazine, Voucher, Gift set.
Bag 2 Surge Zine, Water Bottle, Box of macaroons and Gift set.
These goodie bags are first come first serve.
Voucher
Venue
References
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