REFLECTIVE DIARY & FASHION BIBLE
By Mia Stead
REFLECTIVE DIARY REFLECTIVE DIARY
AS AN INITIAL RESPONSE TO THE BRIEF’INFLUENCE ME’, I BEGAN BY CREATED A 20X20 MOODBOARD, WHICH I WANTED TO ENCAPSULATE HOW I INTERPRETED FAST FASHION, GEN ALPHA AND ULTIMATLEY THE FUTURE.THE MOODBOARD TOUCHES ON THE METAVERSE, CHILD INFLUENCERS,A DIGITALLY NATIVE GENERATION AND GEN ALPHA BEING THE MOVERS AND SHAKERS OF THE FUTURE. BY CREATING AN INITIAL RESPONSE TO THE BRIEF, IT SHOWCASED TO ME WHAT I WAS AWARE OF ( PREVIOUSLY STATED WHEN EXPLAINING THE MOODBOARD) AND WHAT I DIDNT KNOW YET, BUT WAS ABOUT TO LEARN. COME ALONG WITH ME INTO THIS PROJECT AS I DISCOVER A MESSAGE THAT COULD HELP GEN ALPHA CHANGE THE COURSE OF FAST FASHION.
SOCIAL MEDIA PLATFORMS
When we analyse social media platforms, we associate them with ways to communicate and share information socially, however, Gen Alpha is changing the stereotype for social media platforms.With Gen Alpha, showing previous generations such as ,millennials and Gen Z ( all generations that have lived a life with social media), that apps such as YouTube and TikTok are being utilised for educational and community content rather than just sharing your day-to-day on Instagram or Facebook. For Gen Alpha, These apps( youtube and tiktok) act as front running apps as they enable the generation access to various types of content, both entertainment and educational, yet both companies have cought on to the short attention spans( youtube creating youtube shorts and tiktok’s majority of videos being an estimate of 60s max).
For understanding Gen Alpha, I conducted a deep dive into the world of social media for tis generation. During this process, I came across the website Exploding Topics, which explored the popularity trend for social media from 20242027 ( years when Gen Alpha will boom and enter the world of social media). Research has showed that Gen alpha is more likely to prefer a one-size-fits -all platform(smaller more niche apps). 60% of people under 30 who were surveyed preffered smaller platforms, such as BlueWing, an app that works like Twitter.
As well as this, decentralised social media (where users have more control), has had an 850% increase on search engines since 2019. Does this highlight the idea that new generations and older Gen Z may be moving away from traditional social media platforms such as Instagram and Facebook?
During this element of research, I discovered that the app BeReal had an 313% increase of users from 2022-2023. As a Gen Z myself, I was aware of this app as all my friends used it, as it was praised for encouraging your most authentic self on social media. However, the app very quickly disappereared out of nowhere, almost as quickly as it appeared in the first place. Although, as we see Gen alpha also drive for this sense of autheticity within social media platforms, will apps like these peak again?
Reflecting on this piece of research, it highlighted that Gen alpha desires community and authenticity, not just somewhere they can show off like Millenials and Gen Z.
INFLUENCERS
When defining the term influencers, we assume that its someone with the power to affect your purhcasing behaviour,due to creating content around a specific topic ie fashion or cosmetics. Within the term ‘influencers‘ there is pyramid that explores the different levels and their engagement. The hightest mega influencers( celebrities- low enagement), macro influencers( medium engagement),finally mirco and nano influencers with high enegagement.. Furthermore, I also researched into UGC creators( ordinary consumers who authetically enagage with a brand). As a consumer reflecting on UGC creators it ensures autheticity,relatability and cost-effectiveness.
product reviews & tutorials: benefits loreal due to the influencers credibility and reach. creating infleuncer exclusive events.
Annual fashion show in Paris- displays diveristy and empowerment through celebrity ambassadors.---- The show is broadcasted live in Piccadily circus to create direct access for the consumer.
Influencer:
Alix Earle: 6.7 million TikTok followers(known for ‘get ready with me ‘ and uni of Miami).Since gaining followers she has began her podcast ‘ hot mess with Alix Earle, which demonstrates autheticity through conversation-like videos.
Kyle Richards: showcases behind the scenes of house renvations and clothing lines to show transparency to her target audience. The royal family: Controversial or not, the royal family are also considered influencers, with the creation of their youtube channel ‘ Better late than never‘. Which shows they are aimining to resonate with a younge audience to stay present.
Kaci Jay: A Gen-Z influencer that has built her brand since being in her family youtube channel ‘DVG fam‘. Kaci-Jay also demonstrates entrepenurship through her brands Solskin and Des Vu. She has also varied her audience and enlaraged it after featuring on Footasylums‘ ‘Locked in‘.
Influencer marketing:
brands utilise influencer marketing to create a more authetic link between the consumer and the brand. With an estimated
32 billion dollar net-worth and 80% of brands confiming the success rates of influncer campaigns, showing that influencer marketing is almost beneficial in ensuring your success rate for your company. For a brand utilisng influencer marketing, the brand should identify key voices ij the industry who resonate with their target audience in order to improve brand visibility and credibility.
The process for influencer marketing outlines as: Discoveryresearch- evaluation - purchase.
Successful content:
Expertise,empathy, practicality and brand strength
Get attention, display an advantage,prove it, persuasion and ask for action unifying a brand identity consistent brand message tone and language vlaues and mission maintaining visual aesthetics
Gen - Alpha
During our Gen Alpha lecture, we defined charactertistics of Gen Alpha. 1) visual 2) hyper-connected 3) diveristy and inclusion 4) montessori learning 5)redefining education and careers. As a development from this, we established differences between Gen Z and Gen ALpha to help us how we can highlight our message towards the future of Gen Alpha.
Ai: Gen Z: sees AI as a helpful tool for asking questions, design ideas etc.
Gen A: sees AI as a friend and collaberative tool.
Covid: Gen Z: Key stages in life were disrupted in schools and jobs.
Gen A: remote learning and development.
Parenting styles:
Throughout my research I came across the influence of parenting styles on purhcasing behaviours.
Millenial parenting: The goldfish bowl, also known as the social media bowl, 42% under pressure to keep up with peers. Digitally nervous (75% want to keep their kids of social media). With onl 12% wanting thier kids to go to univeristy.(Gilmour.ResearchWorld). Change gender roles,helicopter and snow plough parenting.
Gen Alpha as a consumer: reffered to as ‘Upagers’- social consciousness. Gen alpha rsearch has also shown that 92% of Gen Alpha prefer autheticity and 94% of surveyed 13 year olds have used AI before. Furthermore, research has shown influencers influence Gen Alpha purhcasing decisions by 49%(Ko.Wixblog)
Gen X parenting style: work life balance,individualism and involvement.
Fast Fashion and Gen Alpha: The intention behaviour gap is strong between Gen Alpha and fast fashion, meaning what they aim#/ want to do is very likely it will actually happen.
With Gen Z being the biggest consumer of fast fashion and #Sheinhaul having over 10 billion views on TikTok. Preidctions show that Gen ALpha is set to change the business model and launch pre-loved platforms, in a search for sustainable shopping (Pointing.Goodonyou)
FAST FASHION
Shein:
• In 2022, Sheins valuation was $100 billion
• Sheins source of ‘influencers’ is by promoting Shein brand ambassadors through sharing affiliate links
• Sheins target audience varies between 18-24.
• The brand booms off of micro influencer trends/blogger scheme that represents more autheticity for the brand, especially through the use of #SheinHaul.
• (NetInfluencer.2022)
Hollister:
• average age of consumer 14-18 and succeeds off promoting a californian based lifestyle as their brand story.
• Unique store designs to create an expreience and entice the consumer inside. This is reinforced throuygh the use of shopping bags acting as a form of advertising and offering a varied prince point to attract a wid er audience.
• RE-BRAND: .between February and March their TikTok engagement was up by 136% compared to the summer of 2022, and since incorporating an AI chatbot to the site their has been a 61% higher enagegment with the brand.
Primark:
• Trendy and budget friendly
• market segmentation
• limited edition collaberations to create urgency
• sustainable cotton programme in-store displays to entice the consumer to purchase based of this perspective of an item of clothing. (Shemiden.Latterley)
Victoria’s Secret:
• Unrealistic beauty standards
• Mysoginistic woekspace culture-13.8% gender pay gap
• Pop culture influence from 80s glamour Victorias secret runway 2024: - rapid production of items for an accessible cost
(Ji.Oyeji)
Zara:
• The company studies consumers rather than trends
• designs- produce- ships(under 3 weeks) due to a circular prodcution chain, allowing them to react quickly.
• only small batches of clothing are sent to stores which creates scarcity on purpose, ultimately driving urgency.
• (unpredictability- discovery- impulse)
• Zara also roatates their racks quickly which makes the product do its own marketing and encorages it to go
WEEKLY REFLECTION
SOCIAL MEDIA- INFLUENCERS- GEN ALPHA- FAST FASHION
During my research into social media platforms, I was particularly interested by researching into the future of social media for Gen Alpha. As I have first hand experience for whats trending currently for Gen Z( being a gen Z myself), it made this element significantly more prominent in my research and made it easier to draw upon comparisons between Gen alpha and Gen Z, I.e Gen Z being drawn towards highly accessible apps such as TikTok, whereas Gen Alpha desire smaller more niche apps. Utimately, this element of research could be benefical for my project if I decide to create something that relates to social media.
Furthermore, reflecting on my research into influencers, it was interesting to learn about the rise of influencers and the different levels of influencers, which I can use to my advantage when developing my project as research from social media platforms shows Gen Alpha would be more likely to be influenced by micro influencers due to autheticity and relatability. I’m also excited to research into AI influencers and see whether this could be the future for 2030.
To get a holistic understanding of Gen Alpha, I researched into Parenting styles, learning and education, characteristic and the differecnces between Gen Z and Alpha. This overview, will allow me to always refer to what the future will be for Gen Alpha for each piece of research I conduct
Finally, this week I researched into the world of Fast fashion. By researching into multiple varied brands it provided me an in-depth idea of how harmful the industry is, but also how its my generation giving it the fuel it needs by almost expecting fast delivery which is the product of mass production. This part of research highlighted to me the importance of increasing sustainable fashion and how hopefully Gen Alpha will change the business model and drive for sustainable fashion ( something I will research into further into the project)
FAST FASHION
GEN-Z HAS BEEN CHANGING THE BRIDAL MARKET BY OVER CONSUMING ( NOT JUST BUYING A DRESS FOR THE DAY, BUT BY PURCHASING DRESSES FOR PRE AND POST WEDDING DAY EVENTS). THE MARKET IS SET TO REACH $83.5 BILLION BY 2030 (CNN STYLE)
MARKETING TO GEN ALPHA:
• INTERACTIVE DIGITAL EXPERIENCES IE AN AI APP
• VIRTUAL EXPERIENCE FOR TRYING ON DRESSES WHICH ENCORAGES EVERYONES ENVOLVEMENT.
• ENGAGING WITH SOCIAL PLATFORMS SUCH AS YOUTUBE
• (GARMERS.BRIDALBUYER)
BRIDAL
MASAL
SUSTAINABILITY
WITHIN THE BRIDAL INDUSTR, COMAPNIES ARE BEGINNING TO USE CIRCUALR MANUFACTORSAND ECO-FRIENDLY FABRICS SUCH AS PEACE SILK. MASAL- AN ASUTRALIAN SUSTAINABLE BRIDAL BRANDVARIES FROM $1490 AUD TO %2900 AUD FOR THEIR COUTURS DESIGNS, THE BRAND ALSO OFFERS PRE OWNED AND SMAPLE DRESSES TO ECNORAGE MORE BRIDES TO SHOP PRELOVED. THEY ALSO OFFER VIRTUAL CONSULTATIONS. FURTHERMORE, BRIDAL BOUTIQUES ARE ALSO RECCOMENDING THE WEBSITE ‘STILLWHITE’ ( THE VINTED OF BRIDAL). WHEN DISCUSSING THIS TOPIC WITH MY COLLEAGUES AT WORK(KNUTSFORD WEDDING GALLERY), ONE LADY HAD BOUGHT A GALIA LAHAV DRESS FOR 7K AND SOLD HER PRE-LOVED RESS WITHIN THE SPACE OF 3 WEEKS FOR JUST OVER 4K.
STILLWHITE ALSO CONTRIBUTED 1% OF THEIR REVNUE TO CARBON REMOVAL.
Technology:AI academics, Digital architects & a tech backlash ( kids now learning to type in schools from the age of 7)
Sustainability: conscientous consumers & individual sustainability.
The Blue Dot perspective:
Identifying the earth’s fragility due to environamental education being within the school curriculam. This ultimately drives exo-anxiety and a desire to change it.
Fast fashion and sustainability: H&M: Goal: 100% circualr production by 2030- currently 57%. Cut greenhouse emissions by 40%.
Uniqlo: List of banned chemicals of their site. Elimated 7800 tons of plastic a year by selling eco-friendly bags.
Asos: Partnership with the London College of Fashion to create a bespoke sustainable course for its deisgners ( training current Gen Z for a Gern Alpha future).Circular business model and reduced emissions by 28% year on year (Vogue India)
DRESSING FOR A SUSTAIBLE FUTURE
Dressing for a sustainable future:
Brands that dress sustainably: Raeburn.Frugi,Aloha, & Pangaia
Stella McCartney considering trans-seasonal outfits and promoting education of dressing sustainability( shared through social media and influencers)
Tech meets sustainability:
The brand Petit-Pil is a London based kids clothing brand that uses pattern cutting to enable and create clothing that grows with te child to a certain age.
Fruit fibers: Brands such as Stella McCartney and Pangaia are utilising fruit fibers such as bananss and pinapples instead of cotton and using these elements to create susutainable clothing dye’s aswell.
DRESSING FOR A SUSTAINABLE FUTURE
People: Circular suply chain & european factories. Designer- garment specialists-technicians- consumer Promotion: Social media advocation, taglines i.e ‘mini planet pioneers’( Stella McCartney)
Process:Website/social media- visit the website/shop, purchase item, email marketing - brand updates- brand loyalty.
Physical evidence: clothes and accessories( softness and able to compare the feel to cotton clothing compared to fruit fiber items)
How are brands utilising sustainable materials:
Aloha: an innovative business model that utilises a pre-order business model which results in reducing over consumption, reducing carbon footprint and waste.
Aloha, a sustainable shoe brand, utilises vegan leather,recyles fabrics and is sourced locally in Spain.
(King. The C Word Mag)
Stella McCartney: 100% regenerative cotton t-shirt from Soktas regenerative farm.
McCartney also utilises a take-back scheme where the brand will upcycle old Stella McCartney pieces.
Stella McCartney also utilises her social media platform to show activism for sustainability.
(Banga.Fluxury)
Pangaia:
Panagaia focuses on imporving the fashion industries reliance on cotton which is water intensive and destroys soil health.
From this, they came up with the solution to use plant fibers which are renewable and biodegradable and will help restore the soil
(Pangaia)
How are these brand builing brand loyalty through kids clothing?
Pangaia: colourful kids tracksuits that are often matching to adult pieces. As the brand offers clothing from baby,toddler and adults it develops brand loyalty throughout to entice consumer back to the brand.
Stella McCartney: One of her latest collections was inspired by mother nature and highlights expression, freedom and curiosity through the use of animated colourful designs and t-shirts that spread a message ‘Stay Earthy’.
TREND FORECAST:
Within this lecture we learnt about the main features within the world of trend forcasting and how important it is within the fashion industry. Main components are release seasons ie Spring/Summer and inter-season releases ie pre-fall and resort. Trend forecasters utilise the website WGSN to research into colour predictions, social media spikes, silhoettes etc.
Within the industry, there are ‘signals of change; which are sorted into a STEPIC grid: Society, Tech, Environment, Politics, Industry, Creativity/Culture. These elements are then measured on intensity (Spread) and Longevity (significance). They are then filtered into 25-30 ‘drivers’ for annual macro trends and future consumer reports.
However, due to fast fashion and social media trends, traditional S/S and A/W are being overshadowed by weekly capsules.
Trend forecasters also generate fabric samples and ideas from the environemnt. The process: Photoshop- strike offs- sample- final piece.
For a task, we were asked to research into a trending hashtags on social media that related to a trend. I picked #ButterYellow( colour of the season) and #NancyMeyers( a fashion/lifestyle aesthetic based upon Nancy Meyers movies).
#ButterYellow:
warmth,charm and sophistication. Often showcased through monochromatic outfits or pairing with denim for a more casual look (Allure.2025)
#NancyMeyers:
Based on Rom-com film aesthetics which attracts consumers to buy into the lifestyle not just the aesthetic, resulting in it being less about the design and more about the feeling you are left with. Tailored silohouetes and relaxed fits to enhance confidence and individuality. (Wright.ClassicSix)
Whats the future of these aesthetics/hastags: minamilist, romanticism, vintage, the hamptons( location aesethtics).
What is Dress to Impress?
The minature game within the world of Roblox has been played over 2.7 billion times and is customisable through styling and allows the user to keep in touch with their inner child, whilst also providing a community.
Current trends within dress to impress for Gen Alpha: (A revival)
• Y2K revival
• genderless fashion
• tehc inspired( futuristic and metallic)
• sustainable chic
• Nostalgic cartoon couture
• bold colours (Genalphaworld)
Gaming is now often referred to as an extension of the real world with major fashion brand such as Ralpha Lauren partnering with Zepeto to create virtual fashion collections within the world of Roblox. The Metaverse, along with AI and AR can showcase seasonsal collections through online showrooms and virtual runways to allow access to the everyday consumer. Aswell as Ralph Lauren, Louis Vuitton has launched a video game that features collectable NFT‘s. H&M also utilise the metaverse through the use of AR filters to create virtual try-ons, this allows customers to express themselves digitally and IRL, futhermore, these digital garemnts are beyond gender, realities and promote sustainability. On the other hand, Brand such as Jonathon Simkhai and Ambush, create digital wearbales showcased digitally at NYFW or Selling iconic logo designs as NFT‘s which acts as a membership to events and rewards.
(Heng. Vogue Singapre)
FASHION & THE METAVERSE
Vogue Business Metaverse Atelier:
The creation of a virtual isalnd partnered with Journee, to create digital fashion pieces shown in 3D exhibits. The pieces where narrated by their designers via spatial audio showers and holograms.
Within the digital world vistors could also view speical pieces from Dress X (digital fashion platform).
Retro-futurism:
Retro-futurism outlines as the ‘attempt to reconcile our current reality which once seemes possible through optimism and is an exploration of hope and fear in ordee to provide an alternate reality for a simpler time.
Retro-futurism particularly boomed during the 1920s-60s, however, the Y2K aesthetic is an element of retrofuturism that was featured wiithin a time that millenials and Gen Z witnessesd( especially with the revival). The aesethtuc was influenced by the fear of computers shutting down on the millenium- which demonstrated there was unpreperation for change. The aesthetic featured bright & bold colours, futuristic textures, iconic typefaces and shiny metal, ultimately mixing nostaligia and antcipation.
The film Clueless, which is known for its iconic Y2K style, utilised the metaverse and retrofuturism to create an automated styling warddrobe, however this has now been transformed into reality. ( an app called Wheliming, where users can input their clothing pieces and then the app will generate outfits).
Architecture:
Curves and lines found in nature and abstract art.
Many buildings feature streamline curves and dynamic fluidity.
Zahar Hadid‘s designs encapsulate retro-futuristic architecture successfully, featuring curves and designs found in nature that influence her.
Fashion:
During the 90s, and earlier, many designers created iconic collections that represented retro-futurism.
Pacco Rabanne designed the iconic ‘chainmail‘ dress and purses which was part of the ‘unwearables‘ collection.
The models who wore these designs at runways were known as ‘Ye-Ye girls and nowadays are often referred to as the influencers of their day. Furthermore, the film Barberella featuring Jane Fonda, also acted as an influence for women during this era as she wore metallic/ futuristic outfits and displayed a sexy and admirational lifestyle for women.
Iris Van Herpen also plays upon the world of retro-futurism through the use of 3D printing and retro-fantasy.
Digital Art:
Beeple, also known as Mike Winkleman, created futuristic landscapes through a nostalgic lens but drives a neon, technological future.
Where is Retro-futurism heading next?
Utilising skills learnt from our trend fprecasting lecture and developing from my previous research, retro-futurism could become even more immersive with VR (interactive envrionments), Or is could become a sign of caution, which Gen Alpha would utilise to demonstrate eco-anxiety or a tech backlash.
WEEKLY REFLECTION:
This component of my research I have found particularly interesting as I have delved into the deeper levels of cultural movemnents and resolutions to fixing the business model of fast fashion.
When relflecting on the concept of ‘dressing for a sustainable future’, I was hooked by the concept of brand such as Pangaia and Stella McCartney utilising fruit fibers to replace cotton within their clothing and how their brand strategy by offering clothing for every generation almost guaranteed brand loyalty. From this research, I thought of the idea of taking images of fruit, old clothes or recyclable materials and creating a site that would use AI to create pieces that resembled the pieces uploaded but also the clothing featured within fast fashion brands. As a development of this idea, I am excitted to devlve into this further within component 2 and analyse the market for sites that already resemble this concept.
To explore other avenues, I also researched and compared bridal wear within fast fashion and a sustainable future. As I work in the industry, I already knew a lot about how bridal was moving towards sustainability through the use of a webiste called ‘StillWhite’, however, with the research I ahev conducted so far overall, I think my final idea will move away from bridal and focus more on Gen Alpha and their future with AI/ fast fashion, and leave bridal as a realm to explore for my final project next year.
Our letcure on trend forecasting, was particularly exciting as it provided me with a deeper insight into what my career may look like after graduating and the tools I will be using such as WGSN. However, when applying to this current project, I found the skills we learnt particularly relevant when predicting where retrofuturism was heading next and how I can utilise these ideas to influence and impact designs within my project to appeal to Gen Alpha in 2030. I am excited to develop these skills firther throughout the project.
During this week, I also completed my research into the evergrowing world of the metaverse, and how more and more brands are brancing out into this virtual world. Dress to impress highlighted to me that Gen Alpha may generate more and more games like this to allow users more access to freedom and autheticity, as well as this Gen Alpha’s current trend on Dress To Impress linked back to the aspect of retrofuturusim and how they are blending together nostalgia and anticipation for the future-- This element is definantley something I aim to research futher into within Component 2 in order to gain an understanding of what marketing techniques and hooks I can use to attract Gen Alpha.
Finally, I analysed the world of retro-futurism, from researching into a general overview, fashion , architecture and a trend forecast. So far, I think I would take the aesthetic of streamline curves, metallic and neon colour schemes etc further into the design of final piece and the aesthetic of what my fianl campaign video may be. Within Component 2, I hope to generate and trial out some of these features within AI.
Being An Influencer:
‘ Social media is about the people! Not about your business. Provide for the people and the people will provide for you.’ ( Goulart. Founder of Ignite Digital).
With bencoming an influencer being one of the most accesible jobs to begin, there are often many misconceptions with most people falling into the trap of the dream lifetysle, but that lifestyle is never guaranteed. The top earners (minority) earning $91k+ each year have the ability to choose freedom over schedules, however, their income often relate to trends and offers little job security.
With the current influencer industry booming , Gen Alpha make use question whether will influecing die out as Gen alpha are less likely to identify with an influencer and if they do, the influencer is more than likely to be AI
Being a Marketing Director:
For being behind the scenes for a brands success or downfall quite literally has its ups and downs. You are given the chance to shape the brand’s identity and reep the rewards of financial performace, brand loyalty, market positioning and a sustained relevenance. As a marketing director it is critical to understand market trends, brand values, embrace feedback and innovate responsibly, whilst also navigating competition and adapting to trends.
Ultimately, both apects of a brands idenity whether that lies with you as the face of the brand or driving the story behind the scenes are both critical to determine a brands succcess, but being given the chance to zoom in and navigate the story of one brand (marketing director ) particularly interests me and would provide me with the chance to create AI influencers/ models etc to entice a Gen Alpha consumer.
AI INFLUENCERS AND CAMPAIGNS
AI Campaigns:
With more and more brands turning to AI to create eye-capturing marketing campaigns, I decided to research ways in which brands were utilsing the tool.
One of the most current marketing trends right now, involves creating oversized products such as beauty products of shopping bags to create an uncanny reality for the consumer.
Secondly, many brands utilise CGI to create effective marketing campaigns. Jaquemeus is one of the most renowned brands for this technique, showcasing moving handbags through piccadilly circus or an oversized bag in the sea of the south of france ready for their show in Saint Tropez.
Both these tehcniques have shown success rates in drawing consumers onto the webiste and is something I want to explore further when creating Instragram/ social media promotions for my final piece.
Sybille Saint Louvent:
Durng my research into AI marketing, I came across the designer Sybille Saint Louvent who utilises AI to showcase that ‘storyteling goes beyond reality. Louvent utilises sites such as midjournee to create her designs in which she encapsulates a modern , realistic tone which look as if they are real models themselves.
AI INFLUENCERS AND CAMPAIGNS:
When utilising AI in this way, the goal is to attract a younger aduience. This technique allows the campaigns and influencers to be customised to different demographics, activated by a voice which results in a real time response for consumers. The tehcnique shouldnt mimic humans and should take on a hybrid approach, especially because Gen Alpha look for autheticity and transparency. In order for it to be successful it requires a storyline, development and creativity.
Ai Influencers:
Atiana Lopez: earns between $3k - $10k on brand deals Kimochii.
In order to establish the market and see where a gap in the market is for my final piece, I conducted research into scanning technology and what brands were utilisng it so far.
Fashion:
Zara- in store product scanning Good-on-you (scans brand names to provide sustainability ratings)
Education:
Quizlet-(scans notes to create flashcards)
Health:
Yuka- (scans food/cosmetics for health rating out of 100)
Creative
Shapr3D & RoomscanPro ( scans rooms to create 3D layouts) Procreate-( sketches or textures into digital art).
As well as this, I also conducted a Google forms which I sent out to Friends,family etc. With over 50 responses, I wanted to find out how different generations ( alpha- baby boomers) interpreted the future of fast fashion,sustainability and AI.
45.9% used AI technology such as ChatGPT to Alexa every day.
51.4% believed that AI could possibly help solve environemental problems such as climate change.
And when asked ‘why do you feel attracted /influenced to buy from fast fashion brands’, common terminology was - ‘ease’, ‘trends’, ‘cheap’, ‘accessibility’
WEEKLY REFLECTION
WHEN IT CAME TO PLACING MYSELF INTO THE MARKET, I INITTIALLY THROUGHT ABOUT MY CHARACTERISTICS AND WHAT I BELIEVE IM MOST SUCCESSFUL ABOUT AND WHAT WOULD BENEFIT ME THE MOST WHEN TAKING FORWARD INTO MY PROTFOLIO FOR MY CAREER IN THE FUTURE. IM AWARE THAT EVEN THOUGH IM VERY VISUAL AND CREATIVE, I ALSO LOVE THE PSYCHOLOGICAL MEANING AND THE ASPECT OF PERSUASION IN DEVELOPING AND SELLING A BRAND STORY. BECAUSE OF THESE ELEMENTS I WANT TO TAKE ON THE ROLE OF BEING MARKETING DIRECTOR FOR THIS PROJETC IN ORDER TO GET A FEEL FOR WHAT MY CAREER MAY LOOK LIKE IN THE FUTURE.
RESAERCHING INTO AI INFLUENCERS AND CAMPAIGNS , IS DEFNIATELY SOMETHING I WANT TO DEVELOP ON FURTHER WITHIN MY
PROJECT AS AI IS SUCH A SIGNIFICANT PART OF GEN ALPHA AND THEIR FUTURE. I HOPE TO REFLECT BACK ON MY RESEARCH WHEN IT COMES TO CREATING MY FINAL PIECE AND TRY OUT TECHNIQUES SUCH AS RUNWAY AND MIDJOURNEY
FURTHERMORE, WHEN RESEARCHING INTO THE MARKET GAP AND CONDUCTING A QUESTIONAIRE FOR PRIMARY DATA, I FOUND THIS ELEMENT OF RESEARCH TO BE PARTICULARLY BENEFICIAL FOR MY PROJECT SO FAR. WHEN RESEARCHCING INTO BRANDS THAT USED SCANNING TECHNOLOGY THERE WAS A VARIETY WITHIN MULTIPLE DIFFERENT INDUSTRIES, ALL OF WHICH WERE BRANDS I HAD HEARD ONE. THIS DEMONSTRATED TO ME THAT SCANNING TEHCNOLOGY WAS SUCCESSFUL AND SOMETHING THAT GEN ALPHA WOULD VERY QUICKLY BE USING. ON THE OTHER HAND, THE QUESTIONAIRE HIGHLIGHTED THE IDEA OF CHANGING EVERYONES RELATIONSHIP WITH FAST FASHION. IF I CHOSE TO CREATE AN APP OR WEBSITE THEN IT WOULD BE BASED ON AI( WHICH PEOPLE ARE ALREADY USING) AND WOULD HELP TO REDUCE CLIMATE CHANGE BY REDUCING MASS PRODUCTION AND CARBON FOOTPRINT). EVEN THOUGH THE CONCEPT IS NOT BUYING CLOTHES FROM A FAST FASHION STORE, IT WOULD STILL BE ‘EASY’ AND ‘ACCESSIBLE’, ALLOW ACCESS TO ‘TRENDS’ AND WOULD STILL BE ‘CHEAP’ AS THE CLOTHES WOULD BE FREE TO MAKE.(( HOWEVER IN ORDER TO GENERATE AN INCOME WHEN YOU RESACH A CERTAIN LEVEL OF INTERACTION YOU CAN BEGIN TO SELL YOUR DIGITAL PIECES, WHICH CONSUMERS WOULD THEN BUY TO ACCESSORISE THEIR OWN DIGITAL DESIGNS.))
https://www.britannica.com/technology/artificial-intelligence/Methods-and-goals-in-AI
The importance and significance of AI. From reading this, the article discusses loneliness and depression since an uprise in social media and Gen Alpha potentially reaching back to a simpler life before there were social media in order to decrease depression etc. However, some AI apps such as ChatGPT that aim to characterise as a human can be seen to reduce these feelings for Gen Alpha.
UNDERSTANDING GENERATION ALPHA SOCIAL MEDIA: INSIGHTS FOR EDUCATORS AND MARKETERS | Studio Blup
A change in the role of social media in Gen Alpha’s life. a paradigm shifts from communication and entertainment for previous generations to educational content, expressing their own creativity and social interaction.
An evolution from passive to interactive engagement. Tech fluency, perception shift, interactive engagement, learning and identity and privacy awareness.
Preference for YouTube and TikTok as entertainment (short attention span). Yet Gen Alpha is also eager to experiment with Augmented a virtual reality.
Significance of ROBLOX (social interaction and community)
Early introduction to social media
Refer for ::::::: influencers
What is an Influencer? – Social Media Influencers Defined [Updated 2024]
Analysing the definition of an influencer and distinguishing types via content and authority.
Pin on Creative
Pinterest image:’ reduce-reuse-recyle’ idea for hair for photoshoots. LOVE this aesthetic
The impact of technology on the marketing mix - The marketing mix - Edexcel - GCSE Business Revision - EdexcelBBC Bitesize
Refer for marketing mix and social media strategies
Blog - FT Longitude
Links to articles to refer back to when discussing the psychology of influence, marketing and persuasion
Content Brand Guidelines: How to Align Influencer Content with Your Brand Identity
Maintaining a brand identity
The Future of Couture: How NFTs Are Redefining Digital Fashion Identit – Verdine Daniels
NFTs and redefining the market. Consideration of future generations, sustainability and digital fashion collectionspotentially useful for influence me project
Inside the World of Fashion Directors: Roles, Challenges, and Rewards - Fashionide
Relevance to marketing directors for next year for our final project that will hopefully related to my chosen career path.
https://uk.pinterest.com/pin/3307399721411078/
IMAGE: From the brand OCHRE. The manipulation of the fabric and the bold colours. Defining a link between the fruit fibres( if this is the route I decide to go down). And how I could ask AI to generate the fruit imagery into designs for my project.
Look further into the brand OCHRE to see if they have any other reference imagery to take further.