In the last session we reviewed an old live brief in our groups of 4 and we answered the following questions , the exercise was useful because we we first answered things like who was the audience and what was the who would benefit our answers were completely different in the end.
I didn't want to use any of the 5 briefs i had chosen because i felt i couldn't really analyse any of them in enough depth so i wanted to choose a better brief.
My new chosen brief:
ASOS’ ambition is to become the number one online fashion destination for 20somethings worldwide. By developing the brand’s proposition beyond pure e-tail into rich digital experiences, ASOS aims to inspire and engage with its audience on a daily basis in a way that feels credible, authentic and cool.
The rise of the fashion blog and street style photography has changed the way we are influenced by fashion. Today’s 20something consumers are more inspired by the clothes they see on the street, celebrities and their peers than they are by catwalk trends. However, street style, one of the biggest fashion trends of recent years, is already becoming rapidly overused.
CREATIVE CHALLANGE
ASOS want you to imagine what’s next after street style – how can they present and share fashion inspiration in an entirely new way? Your idea will need to engage with a future generation of global 20somethings who are permanently connected and live on their digital devices.
CONSIDERATIONS
- ASOS is a leader of trends–not a follower. Its digital platform needs to mirror this.
- The ASOS ethos is to find, nurture and support the new, and impart this back to their audience in a way that feels relevant, authentic and cool.
- Consider including the ASOS audience in an integral way into your concept.
- ASOS is a unisex brand so your solution should meet the needs of either a unisex or a female only audience. Please justify your choice.
- ASOS never dictates to its audience. Your solution should not only enhance the user’s life, but also allow them to personalise the content to fit in with their own desires and lifestyle.
- ASOS is a global brand, meeting the wants and needs of 20somethings worldwide. How can they create a global platform whilst still providing custom content to suit a local audience?
- A 20something community lives and thrives online. To evolve and succeed, content must be shareable across all relevant social media channels.
- Consider the advantages of a new form of inspiration that will evolve with time and technology, rather than simply create a splash and disappear.
- Brands like Olapic are challenging the way we use UGC (User Generated Content) to inspire peers and support ecommerce. This is the latest way to impart fashion inspiration now, but what’s next? The brand image can’t be jeopardised at any point so how can ASOS use UGC and remain genuine, whilst maintaining the quality of the content created by its users?
- Fashion-loving 20somethings who are price savvy, social and addicted to newness. They love style and to look and feel great, but they believe there is more to life than fashion.
- Design and bring to life a concept in line with the ASOS brand and aesthetic.
- It must be viewable on a smartphone. You don’t have to actually create an app or site, but must clearly show how it would work, look and feel.
- Produce a clear summary of your response to the brief with reasoning behind your decision-making and outcome.
- Submit research references and/or mood-boards.
- Present a clear understanding of the proposed user experience.
You must read ‘Preparing Your Entries’ included in your brief pack for full format specs and submission guidance.
Main deliverables (mandatory)
Present your solution using either a video (MPEG or MOV, max. 2 mins) or up to eight images (JPEG only).
Supporting material (optional)
You may also submit: Interactive work (websites, apps, HTML, etc.); additional text (PDF, max. 1 A4 page).
If your main deliverable is video, you can also submit up to four images (JPEG only). If your main deliverable is images, you can also submit video (MPEG or MOV, max. 1 min).
TASK
With this brief we had to answer the following questions.
- Why have you chosen the brief? I am interested in fashion I'm a frequent customer for this website and feel as though i know a lot about the brand so i would be able to draw on my own experience.
- What do you want to get out of the brief? I haven't created an app before or a short movie for a brief so i feel as though it would develop and broaden my skills i think it would be a challenge and i would like to step outside of my comfort zone.
- What do you want to make /propose in responsive to the brief? something interactive & innovative. Id like to create an app.
- What do you need to do / make propose? Create an app , think of the next step for there brand.
- Whats the problem? Asos want us to create something that widens there brand that gives it future proof.
- What is the brief asking you to do ? Design and bring to life a concept in line with the ASOS brand and aesthetic in the form of either a video (MPEG or MOV, max. 2 mins) or up to eight images (JPEG only).
- What is the brief trying to achieve? The brief is trying to give the brand more notoriety . ASOS Is trying to become the number one online fashion destination for 20somethings worldwide.
- Who will benefit? ASOS & the target audience.
- What is the message? Trying to make ASOS the most innovative and visionary brand
- Who is the audience? 20+ year olds female and male.
- How will the message be delivered? Through a video or series of images.
- Can you forsee a problem with this? It is purely a screen based company as a posed to brands such as Topshop that have utilise both screen and print.
Visuals -
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