Brief 1 Concept development

 I arranged to chat with Andy about my concept ideas for Brief One

I had been thinking creating an overarching Brand for a range of say ten brands called for example 'Real or no real' .  I wanted to create  retail experience aimed at 12 to 16 year olds as a vehicle to share the ideas around authentic brands with real heritage.  I was going to use the Hollister's and Superdry's as the ' no real' to provide a background to brands such a Doc Martins and Levis which have real heritage and connection with sub cultures and music.

The plan is to propose using new technology so that when a customers picks up an item of clothing and approaches a mirror a 'story' plays out on the screen or when they move their phone towards the clothing a link to a part of the heritage unfolds.

I also like the idea that stores like Urban Outfitters are like Cultural curators on the high street but maybe play on this more.

Andy suggested maybe putting a more positive twist on the whole brand by just having the brands with the real connection to culture.  I could maybe use the Hollister link as part of a marketing campaign.

Since speaking to Andy I have also thought this could be extended to make more of the "curator" role by opening up the store to share individual stories in how they use the brands, shares their experiences. These will be integrated with the 'older' heritage and create a tapestry of stories.  The conclusion of my dissi was hoping that people would still be 'bricoleaurs' of style and use clothing to create their own identities as part of creating their own cultures.

I talked about perhaps creating real or no real but on the typeface of the brand involved.  Andy mentioned about Howies Brandwashed  He said this may come across as naive in the commercial world as couldnt really be executed without lawsuits etc.

Was also thinking could I launch a Gorilla style campaign to raise awareness