Competitors & Target Markets

Competitors:

Fashion films have started to become more popular in recent years due to the advancement in technology and also social media influence. On below, I have analysed four competitors which publish fashion films and fashion photography.

Case Study 1

SHOWstudio - http://showstudio.com/

SHOWstudio is a fashion film website which is founded and directed by Nick Knight in November 2000.The concept of SHOWstudio is to encourage fashion to present in different forms: moving image, photography, illustration and written words, which allows the audience to see how artists and designers explore and experiment with their creativity using fashion.

‘SHOWstudio is based on the belief that showing the entire creative process – from conception to completion – is beneficial for the artist, the audience and the art itself.’

(Knight, no date)

The fashion film projects on SHOWstudio ‘s website sometimes feature behind the scenes video or images. The idea of showing the development of the artworks provides more information about the concept behind the project to the viewers. On SHOWstudio’s website, I have found  the project ‘In Bloom’ in Flora series by Anna Trevelyan and Meinke Klein inspiring as the GIFs images feature moving imagery where the model stay constant and there are flowers moving  on the foreground and the background. 

It only features in English on SHOWstudio’s website and to make my website appeal to a wider range audience, there will have three languages provided. 

Case Study 2

Dazed & Confused - http://www.dazeddigital.com/fashion-film

Dazed & Confused is a culture magazine which was launched by Jefferson Hack and Rankin in 1991.

‘Today, Dazed magazine continues to champion radical fashion and youth culture, defining the times with a vanguard of next generation writers, stylists and image makers.’

Dazed & Confused

There are descriptions written about the idea of the fashion film which clearly explains what the film is about on the website. However, Dazed hasn’t got editorial images of the looks within the film, illustrations or behind the scenes pictures or videos. Therefore,  to make my website more interesting, I will create editorial images for the looks within my fashion film, illustrations and behind the scenes photos. 

Case Study 3
Modern Weekly (China) 周末画报 - http://www.modernweekly.com.cn/fashiontv


Modern Weekly (China) is a magazine which was founded in 1980 and is part of Modern Media Group’s publications. There is a title and a short description beside each video and on my website, I will put a more detailed description about my fashion film to covey my idea more clearly to the viewers. It is beneficial to me as my website will provide three languages for the viewers to watch my exhibition. 

Case study 4 (Artist)
Xu Deqi

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Xu Deqi is a Chinese contemporary Art artist and his artwork has some aspects of Surrealism featured in within. A lot of his work features a contemporary style of Chinese culture. I found his artworks very inspiring and powerful. Compare to my project, I am doing photo shoots but not paintings. 


Target Market:

‘Red’ will be aimed towards both men and women averagely aged between 18-30, who have got an interest in artists such as Xu Deqi and Chen Yifei as both artists’ artworks have featured strong influences on Chinese traditional cultures. Xu Deqi presents contemporary style artworks and it links to my project idea since his work also features Surrealism aspects. People who are interested in fashion designers, for instance, Guo Pei, Zhang Zhifeng and Vivienne Tam are targeted. The garment designs created by the three designers have made a strong connection in between Chinese traditional culture and modern ideas. Audiences who are interested exhibition and online exhibition are targeted and also people who have an interest in Surrealism artwork are also targeted as well. 

The target audiences are also targeted on the readers of Vogue (China)  and have an interest in creative make-up, hair and styling designs on the magazine because many photo shoots on the magazine features Chinese traditional and contemporary inspired editorial images. They also interest in both traditional and contemporary Chinese cultures and Surrealism. They would like to explore the way how Chinese culture and surrealism are combined together to create a new form of art and how it could influence and inspire fashion.

People who live in New York City, London, Milan, Paris, Shanghai and Hong Kong are targeted because those places are the fashion capitals and I want to reflect the contemporary cultures of city lives to build an affiliation in between myself and the viewers.

Online users who are interested in fashion films and are the viewers of SHOWstudio, Modern Weekly (China), Dazed & Confused website are targeted.


Reference:

• slide.collection.sina.com.cn, (n.d.), Xu De Qi - Chinese Contemporary Art [ONLINE]. Available at: https://uk.pinterest.com/pin/341781059202136729/ [Accessed 6 February 2017].