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NATALIA ZVACHOVA

COPENHAGEN SCHOOL OF DESIGN AND TECHNOLOGY


T&S Culture and Trend...............................................3
T&S Special Module..................................................4
T&S The Target Group...............................................5
T&S Moodboard and Photoshop...............................6
T&S Moodboard and Photoshop...............................7
T&S Research...........................................................8
T&S Research.......................................................... 9
T&S Research ........................................................10
T&S concept development .....................................11
T&S Prototyping .....................................................12
T&S Prototyping .....................................................13
T&S Prototyping .....................................................14
T&S Culture and Trend

The Vejlgaard model can be used to determine in which tracksuits and sneakers.
state the trend is in. In our case the trend in Stefansgade Stefansgade is not a typical street, but it’s a place for
is through the stages of trend creators and trendsetters small communities get together especially during the
and is currently seen on trend followers. On a busy day weekends.
on Stefansgade the trend was not hard to spot.

The people wearing the trend seemed self confident and The Vejlgaard model can be used to determine in what
happy in their outfits. They all liked the trend because state the trend is in. In our case the trend is in the stages
the clothes are comfortable “comfy”, but at the same of trendsetters and trendcreators. And is currently seen
time trendy. This can be referred to the current lifestyle, on trend followers. People do not separate work and lei-
that people do not separate work and leisure clothes sure clothes anymore, but combine this different styles
anymore but combine these different styles to create a to always be a part of the trend.
trend. People are combining classy style with streestyle

Watch the video

Why did you choose to wear there pants today?


Because they are very comfortable.
Do you think it’s a trend?
Oh, yes I definitely do!
Amalie, 24

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T&S Special Module

BRAND IDENTITY

Rather than doing their marketing strategy aggressively PURPOSE


they have chosen really quiet and private marketing ac- Sender-to protect customers, Receiver-to stay secure
tivities. Their intention is not to attract as many custom-
ers as possible, rather attract those who are interested SUBJECT
in a comfortable fashion and appreciate the feeling of Concrete aim,Clearly visible, Convincing product, Lively
being special. On the Danish market is RAINS current- presented
ly swimming in the Blue ocean since there are no such
brands like RAINS for now. Their unique brand person- MEDIUM
ality creates competitive advantage and makes them Very known, Seen in most of the shops, Convenient
stand out.
GENRE
RHETORICAL COMPASS It keeps the receiver dry but also trendy, Specific detail:
nordic.
CONTEXT
Physical - placed in a lot of shops; instant satisfaction, COURSE
Psychological - high expectations; clear settings The product is needed for, Scandinavian regions which
builds a huge benefit for both sides.
SENDER
Consistent, Well-focused, Alive, Pleasing the audience FORM
Straight to the point, Clearly understandable

Watch the video

4
T&S The Target Group

PERSONA VIZUALIZATION CONSUMER MINDSET MAP

Matilde Frederiksen, 22
Nutrition student based in Copenhagen. Her charac-
ter is built on being conscious, more counting on her
thoughts, trying to sense surroundings and being slightly
less critical about food.
Matilde is totally not interested in social media,
she prefers to socialize without phones and get good
value for the price. Her motivation is to get high quality
food, be with friends, find a café at a
convenient location and see good reviews about a place
where she stays as in TripAdvisor, Google Maps, Face-
book, Café’s home page.
To sum up Matilde is caring, trustworthy and
sympathetic.

‘Let’s wander where the wifi is weak’ EXTROVERT INTROVERT


Matilde Frederiksen, 21, Copenhagen
THINKING FEELING

Ida Petersen, 22
First persona is Ida Petersen who is a young blogger
based in Copenhagen.
She is very much into social media while having
food, also she is outgoing, socializing and approacha-
ble.
She says, ‘It was a great day and my picture ac-
tually got reposted on Mad&Kaffe’s Instagram’, what
shows that Ida’s main doer characteristics are to keep
up with friends, socialize a lot while being popular which
makes her confident
Further, her dream is to be known through social
media, share as much experience as possible and create
content. To do so, Ida’s motivation is popularity, self-in-
terest, confidence, trends and social life. Main channels
that she usefor exposure is Instagram, Facebook, Blogs,
AOK.dk

‘Know your worth, then tax.’ EXTROVERT INTROVERT


Matilde Frederiksen, 21, Copenhagen
THINKING FEELING

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6
T&S Moodboard and Photoshop

STORY BEHIND THE MOODBOARD

Exactly the 1970s marked the beginning of significant never looks cheap. These are the main details defining
changes in the industry of fashion. The era started with the ‘70s fashion trend!
characteristic trends and details borrowed from all the
previous decades, including geometric cuts, form-fitting
silhouettes, bright colors, the co-existence of mini and But just because these ’70s pieces with teir charismat-
midi skirts, a big diversity in fabrics and trimmings, each ic accents were designed with Gillespie in mind doesn’t
of which later formed a particular style in fashion. distract from their intention for the rest of us. Johans-
son is a big believer in an elongated silhouette for Pre-
You could wear anything at this period from cheap cot- Fall—obvious as a leather trench or unexpected as a vin-
ton dresses with a relaxed style, ethnic patterns and hip- tage-inspired print dress over a caftan. It’s a persuasive
pie fringing to luxurious couture designs. Even though look. Fans of the brand’s denim should prepare to add
refinement is the first thing that may come to your mind the pair embroidered with flowers and bees to their clos-
when recalling the modern seventies, they still carry cer- ets. Come to think of it, the real stars of this collection
tain fun and exciting motifs of a carefree style, which were all of the pooling corduroy pants.

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T&S Research

DEFINING SUSTAINABLE PACKAGING

But what exactly is “sustainable packaging?” Packaging


materials, including glass, plastic,
paper and aluminium can not be classified as good or
bad. Each has advantages and
disadvantages, depending upon the product application
and the goals and mission of the
packager. As such, there seems to be no clear indus-
try consensus for what exactly sustainable packaging
means, but it is estimated that the market for such pack-
aging is
expected to be :

w
Is beneficial, safe and healthy for individuals, communities
throughout its life cycle.

Meets market criteria for both performance and cost.

Is sourced, manufactured, transported and recycled using


renewable energy.

Optimises the use of renewable or re- cycled source ma-


terials.

Is manufactured using clean production technologies and


best practices.

Is made from materials healthy throughout the life cycle.

Is physically designed to optimise materials and energy.

Is effectively recovered and utilised in biological and/or


industrial closed loop cycles.

Watch the video

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T&S Research

TOPIC
Understanding the definition of sustainability.
BIOPLASTICS
Provide another renewable packaging option. Polyeth- of the agriculture and forestry industry. The film-forming LITERATURE REVIEW
ylene terephthalate (PET) made from plant-based bio- capacity and biodegradability of xylans and mannans Collecting information and data process.
mass sources such as sugarcane or sawdust performs make them an interesting alternative to the petrole-
and recycles like conventional PET. Other bioplastics um-based materials currently used as food packaging. CARRY OUT THE RESEARCH
that serve the packaging market include polylactic acid, Comparing sustainable and unsustainable materials.
starch-based biopolymers and polyethylene furanoate, MOLDABLE NON-WOOD PAPER
a bio-polyester. Composed of renewable natural fibers, like wheat straw DATA ANALYSIS
or bamboo, and FDA approved additives. The material Creating the outcome.
XYLANS AND MANNANS is intended for disposable applications as it is durable,
Abundant plant cell wall polysaccharides that can poten- oil- and moisture-resistant, compostable. can be micro- REPORT OF THE RESULTS
tially be recovered in large quantities from side-streams waved and baked at temperatures up to 400F/204C. Conclusion of our perspective of sustainability

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Source list

Trends in Food Science & Technology. Mikkonon, Kirsti S., December 2012
Available at:
http://www.sciencedirect.com/science/article/pii/S0924224412001380

History of corrugated. Fibre Box Association, Fibre Box Handbook, 75th Anniversary Edition, 2015
Available at:
http://www.corrugated.org/history-of-corrugated/

Sustainability sussed. Goldman, Neil., February 2017


Available at:
http://content.ebscohost.com/ContentServer.asp?T=P&P=AN&K=121186580&S=R&D=bth&EbscoCon-
tent=dGJyMMvl7ESep7E4zOX0OLCmr0%2Bep7RSr664TLWWxWXS&ContentCustomer=dGJyMOzpr-
1Gup7BRuePfgeyx44Dt6fIA

Guide to sustainable design. SolidWorks, pdf


Available at:
http://www.solidworks.com/sustainability/images/content/sustainability/guide_to_sustainable_design.pdf

The Future Of Sustainable Packaging Is About Being Smarter And More Adaptive, Ben Sillence, 2013.
Available at:
http://www.thedieline.com/blog/2013/10/1/the-future-of-sustainable-packaging-is-about-being-smart-
er-a.html

Design for Sustainability: Overview and Trends, Gaurav Ameta, 2009.


Product Design for Sustainability, Artiom Dashinsky, 2016.
Available at:
https://uxdesign.cc/product-design-for-sustainability-3fffbb2a7f0e

Implications, by University of Minnesota, 2016.


Available at:
https://www.informedesign.org/_news/Sustain01_06.pdf

Sustainable Design - What does it really mean? Alastair McDonalds, 2016.


Available at:
https://sourceable.net/sustainable-design-what-does-it-really-mean/

Book – “Designing for Re-Use, the life of consumer packaging” by Tom Fisher and Janet Shipton
First published by Earthscan in the UK and USA in 2010.
ISBN-13: 978-1844074884
ISBN-10: 1844074889

Sustainable packaging and its role for supply chain. Nutraceuticals World. Mcquilken, Kim
Available at:
http://web.a.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=6&sid=0375c496-8780-486b-973a-7798ec
b332a3%40sessionmgr4006

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T&S concept development

THE PITCH FOR THE THEME

Clean, simple and eye pleasing. That was the fashion cause you are buying recycled clothes which are not
show based on H&M Divided collection through our ending up on the trash fields but will continue the cycle.
eyes. Lots of meaningful details that will make sense in
the end but will not be very harsh and visible on the first DECORATIONS
glance. Fabric leftovers cutted in the circle to symbolise the sus-
The thing we were focusing on a lot was playing with tainable fashion loop.
the space through the mirrors which will be on the floor
between the models. CATWALK
The catwalk is based on different stop points where 3
There was also a meaningful message saying that you models stands in a recycled triangle. They will switch
can confidently look to your reflection in the mirror be- they places after a couple of minutes before they go on
to twhe next stop point.

BASIC PRINCIPLES IN ’DESIGN THINKING’

Design Thinking is an ideology supported by an accom- not, or maybe it is? Sketch!!!


panying process.
PROTOTYPE
EMPATHY Build real tactile representations for a range of your ide-
Conduct research in order to develop knowledge about as. It can be anything that takes a physical form. Sketch-
what your users do say think and feel. The goal is to em- es, paper/pap buildings. What can we change/alter?
pathize with your users/audience and their perspectives.
You spend a lot of time here, it is an ongoing process.   TEST
This is the chance to get feedback about your product/
DEFINE event! And then think about the idea again and again
Combine all your research and observe where your users and again. Put your prototype in front of a real customer
problems exist. What do they really want? Take all the to test it. Test it as you are wrong! And don’t explain to
collected data and gather and analyze/organize. What much about the prototype if you let people test it.
can I use it for? In this case: Define our topic...
CUSTOMER JOURNEY
IDEATE Customer is exposed/in contact with the product in a
Generate a range of crazy, creative ideas. Don’t limit way (display, service, buying,…)
yourself, afterwards go in and see whats possible and

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T&S Prototyping

EMPATHIZE INVITATIONS
The H&M presentation, get to know the divided H&M Main task was making a list of contacts to send it to
brand and make a draft thats get approved by Kea Connect
Video - We would also like to document the Fashion
A DEFINE Show with Videos. We were limited a lot by the amount
Define our task and what everyones responsibilities are of people who could actually attend the fashion Show,
Ideate - The idea phase, Brainstorming. Who can we and a little concerned about all the Parents/Friends who
contact? How can we make people interested? Should would like to come and see what their kids/friends are
we do pre-events?... But here the limitations came in doing in school. The Videos could be a solution to that
and we had to look at much smaller possibilities, which if we display them at the Exhibition. Then everyone can
was a challenge. The ideate phase is one that is ongo- see and get an image of how the Fashion Show has
ing in the process and you will come back to it a lot of been.
I times.
WHAT IF….THERE WERE NO LIMITATIONS
PROTOTYPE H&M for deeper customer engagement - if could have
We wrote drafts for an email and made proposals for used H&M as a Name/Brand in all our advertising
the Visuals. probably a lot more people would have been interested
Test - Send it to the management and Anne W. from and therefore there would have been a wider Word of
Kea coinnect. mouth, knowledge and Interest in the Event.
-Activities at other campuses - we had ideas about
D INITIAVES doing a flea market at some other campuses to raise
Presss at the event - because we can’t invite “real” awareness and invite other students to the Fashion
press to the event we thought of being our own press. show, but
We want to have some taking pictures, doing some in- because of a people limit we can’t
terviews with the danish students about their concepts -We could have invited some real journalists and influ-
and so on. encers, which would have given us a wider audience.

We look forward seeing you!

When?

ATTENTION
Fashion show
12.12.2017

Importance of sustainability of the Fashion show


Fashion Show
14:00
At the fashion show you can expect to see
32 different approaches on how
sustainability can be implemented in
A fashion show that will change the fashion and how fashion could be done Exhibition

INTEREST way you think about greener future. sustainable in the future. 12-19.12.17

Email invitations, Social Media, Posters, Fronter Video,


Mottainai is the Japanese take on the
concept of sustainability. The philosophy

KEA advertisement stand


promotes repurposing old materials and
giving them new life.

Where?

#mottainaimovement will rebrand the


Guldbergsgade 29N, KEA Copenhagen

DESIRE
concept of sustainability.
School of Design & Technology
We at KEA believe in a better future. The

students creativity, keep up on sustainable fashion, some Mottainai philosophy has inspired us to
create a fashion show and an exhibition

private invitations tackling the sustainable efforts of big Follow us on Instagram @keacph
fashion brands. We want to intrigue,
#mottainaimovement
educate and inspire, presenting a wide
range of new directions and solutions. All in Exhibition
the spirit of the new, redeCned and edgy

ACTION
The exhibition will display the best solutions
face of sustainability. and the idea and process behind it as well
as some insights from the fashion show. Unsubscribe

Click ‘attend’ on the Invitation and come to the show,


Find the info on Facebook or email invitation

12
T&S Prototyping

WORK FLOW

Regular meetings and scheduling excel sheets on a daily


basis.
After proper theme analysis we’ve came up with the
idea, which will be the best match for the room. It was
a triangle shape with two girls on each side. From the
first day we were looking for the models just to meet the
needs of the Danish students.
Keeping up with the girls, scheduling fittings was the
hardest part.

BACKSTAGE

One of the most important parts of our team, which was


responsible for models was definitely to be able to cover
all of the Danish students H&M clothing lines they have
sewed for sustainable collection.
We have found exactly 13 models and were responsible
as well for them to be at KEA at the time so our make
up artist and hair stylist can work on their appearance
and all of them will be looking similar to each other and
will evoke the feeling we were going for in the Mottainai
Movement catwalk.

13
T&S Prototyping

CATWALK

The catwalk is based on different stop points where 3 knows how to properly walk and pose. Very important
models stands in a recycled triangle. They will switch was also guiding models when they need to switch their
they places after a couple of minutes before they go on place. Everything was at the end very smooth and few
to twhe next stop point. of our model coordinators were in a backstage and the
other ones were right in front of the models and were
Our main task was to make sure that every models guiding them with the hand gestures.

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NATALIA ZVACHOVA

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