Monday, 6 April 2009

The Affordable Vintage Fashion Fair - London

Two days ago I visited The Affordable Vintage Fashion Fair, and it most certainly didn't dissapoint. With absolute BARGAINS, a whole range of vintage stalls, and as well as clothes there were some other really interesting items for sale, I would definately recommend a visit to it next time round!

Old photographs, hotel keys, boxes of watches and gold chains, clip-on ear-rings, fur coats, and dresses from all eras were just a few picks from the vast selection there was to offer.

My shop concept for Part 2 will include a vintage section, therefore I feel that this fair was worth a visit, I now have a deeper knowledge on my target market, and as my shop will be based on these parts of London, with a sort of roughness about it that you would get at a fair or market, I feel the Affordable Vintage Fashion Fare also gave me some furthur ideas according to the layout of my shop.


For Part 1 of this project and Part 2, we have had lectures each week which have been very informative and with some good examples to focus on.

Here is a list of the lectures so far and some key parts that I personally find most interesting.

Marketing Planning
Market Segmentation and Consumer Targeting

Guerilla Advertising
Guerilla advertising is used to shock and capture peoples attention, targeting unsuspecting consumers in peculiar ways.

Examples I find of interest:

Here poor, starving children are pictured sitting in the bottom of shopping trolleys. Any food placed in the shopping trolley seems to be given to the needy child. 'Feed SA', a South African charity dedicated to feeding disadvantaged people, came up with this advertising idea and saw a noticable increase in donations.


Another I found of interest was the synchronized dancing that was organised at London Liverpool Street station for T-mobile where commuters travelling through the busy train station got a surprise as hundreds of people broke into a synchronized dance routine.
This was an organized guerrilla dance act organized by T-Mobile for an advert on channel 4 in the UK. This is known as a 'Flash Mob', where people organise a set time to get together to perform some kind of act. An example of others are the ‘No pants subway ride’ or the ‘public freeze’ sessions where hundreds of people freeze for a minute before walking off again.

Spreading the word, the world according to Diesel.

Diesel present the fundementals of a lifestyle brand, with innovative and imaginative ideas to convey their message.
The 2001 advertising campaign, 'Save yourself' consisted of different projected slogans onto the sides of buildings. Other eyecatching adverts were also created for print.

Emerging Markets and New Product Development
An example of this is Ben Sherman as the brand has really changed over the years for the better. It initially started of as a shirt brand for men and had an unknown future. The advertisements presented below show a lack of innovation. As you can see the target market seems very limited, to a specific subculture of the time.

But now it has grown and become a more appealing brand internationally, with a greater marketing focus. It also provides for men and women, with a full lifestyle offer.

Envision Retails presentation on Consumer Shopping Behaviour

This presented the 4 ages of shopping, how each group has a different ideas about shopping, for pleasure or with a need to purchase etc.

Consumer Profiling and Buying Behaviour
Fashion Advertising