Online video is fast becoming the dominant way for consumers to satisfy their entertainment and information needs so it has become fundamental that independent businesses utilize the medium for content marketing.
Fashion and video have always married together well as a means to capture the brands handwriting and narrative and also to sell the garments therefore we are thrilled that for the second year running we were invited to work with the University of The West of England and their BA Fashion Communication students on an exciting video development project.
The context of the module was to create a short fashion film representing our Spring Summer 2019 collection which features sustainable fabrics like acrylic created from post consumer plastic recovered from the sea and certified organic cotton jackets finished with a natural Bees Wax dressing for waterproofing.
Consumers are spending more time looking at videos and a fascinating fact taken directly from the students brief is that in the past year 40% of Youtube users turned to the platform to learn more about a product before buying
We visited the students to talk them through the brands D.N.A as British, Heritage brand with a modern twist, and also to discuss the SS19 range in more detail exploring the stylistic choices and the shapes and colours used. The student groups then visited our Headquarters to select and collect their chose garments to be shot and styled for their shorts. The students did conceptual research looking at a broad range of subjects from fashion films to shop visits and journal work where they highlighted the work they would be drawing on and that which they would be discarding. They also did further research into us, the brand and our values, identity and competitors.
A few weeks later we went back to U.W.E and reviewed the rough drafts of the films paying close attention to the styling, tone and themes captured. We are sure you will agree that the calibre of the work was strong and compelling and it was exciting to have a younger generation interpreting and creating on behalf of the brand.
Below is some feedback from Codie Scott who was a member of the winning group on what she enjoyed and found challenging about the project: -
Big thanks to Codie, Annaliese, Amelia and Leah for the beautiful stills below and their hard work on their video production: @codielscott @fletcherannaliese @amelia.moya.art @leahdelahunty_uwe