Friday, 28 March 2014

PRIMARY RESEARCH - LOOK BOOKS

Following a trip into Leeds city centre on Monday and picking up Look Books from 'more luxury' stores, I photographed them to show how each varies depending on the brand, as well as how the aesthetics of the clothing/products at hand reflects the layout and composition of the design elements.

The look books collected can be seen below with an analysis.

YSL:

Yves Saint Laurent is a French luxury label, focusing on everything from shoes to eyewear. I picked up this promotional leaflet, (more so than a look book) advertising their new eyewear collection primarily due to the die-cut logo which I am a big fan of, and this finish has also been considered for the MONO brief I am currently working on. The die-cut logo allows the imagery behind to be seen enticing the viewer. The overall aesthetic, and A5 concertina format is visually engaging and hands on. It is very simple in terms of aesthetic and uses white space to its advantage. Minimal type is used throughout, allowing the visuals to speak for the brand.




Nicole Farhi:

Nicole Farhi's S/S 2014 collection is shown through a very luxurious booklet, which is subtly stapled on the left hand side. The format is portrait, A5, and the type on the cover is printed on canvas to give a more textural, structural and high-end finish. The logo speaks for itself, with the only other body copy on the cover being the website address at the bottom of the page.




The double page spreads shown above reflect a small selection of the look book. Each page utilises white space and showcases the products through photography and inspirations primarily in a subtle, yet juxtaposed manner. 

 Vivienne Westwood:

As the Vivienne Westwood books were analysed in depth on the previous post regarding look books and primary research, so I will not re-listed the noted elements. All the look-books are printed on high gloss stock and feature as either perfect bound or concertina format. There are 4 books - Men's, Accessories, Red Label and Anglomania. As previously mentioned the look books are being discontinued after this season, and all promotional media usually shown in this manner, i.e. associative products will all be shown online.




Products are placed side by side to show matching or associative products by collection/season.




Product Guide on the last double page spread with item number. This has been used and considered for the MONO look book to help the reader buy the products online, over the phone or in store/concessions.

Beaverbrooks:

Below shows a product guide from Jewellers Beaverbrooks. The layout and content as such aren't the correct products or target audience for MONO, but the cover and use of de-bossing/foil blocking gives a sense of luxury and quality to the reader. This is a commonly used trait through luxury brands, especially in fashion/accessories and is something I would like to stay away from in terms of the branding for the brief.




Mulberry:

De-bossed logo on the cover, which being in white stands out from the imagery used. Instant sense of the brand with the set decoration, use of de-bossing as seen on their metal plaques used on products and their bright and seasonal colour scheme which is also reflected throughout the look book. The photography itself gives a British, feminine and heritage vibe to the viewer,




Reverse.


Opening double page spread, with fold-out page to the left revealing the full image. The exact same colour used for the main product shown above (the bag) is used for the opposite bag. This is a trend used throughout with blue and green also. The body copy remains in white for clarity and readability, and explains the background of the brand and the collection, which gives the reader context for the photography which always plays heavily in Mulberry's campaigns.




Ted Baker:

I visited Ted Baker and was given the last look book in the store! I found it beautiful to look through and shows both menswear and womenswear. The type setting and layout are consistent and the double page spreads are heavily photography based showing the products in context.




Competition slip also given in the look book! Entices customers and readers to the website also and to the store to browse the products and competition details.



River Island:

I chose to pick-up a River Island look book whilst out and about also, to compare the differences between high-street look books and finishes, compared to up-market, luxury ones. The look book shown below is A4 and printed on gloss stock, resembling the format of a magazine. A supplement has also been included. Much more colour, type and imagery is used throughout filling space opposed to leaving the products to breathe and speak for themselves, however the look book and route taken do reflect the River Island brand and the values of the high street. Prices and product lines and included throughout unlike other look books analysed and shown. No consistent layout is used however remains experimental, fun and young being appropriate to their teens - mid 30s target audience.






Bouton Jewellers:

Up-Market jewellery sold through Harvey Nichols. The photography used reflects formal, high-end, and quality jewellery allowing the photography to speak for itself. No prices are given again a key trend and signal shown through the majority of the look books shown.





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