The Creative Economy

Self- employment = Freelance, pitch to the employed individuals in companies for short-term contracts. (Can be mirrored from self-employed parents.)

Employed = Hire freelancers on short-term contracts, for specialist skills.

Being freelance is becoming more and more popular in the creative industries with, 67% of people working in Photo Imaging being freelance. A reflection of the popularity of freelance was shown in the coffee shop boom, meetings in offices are a thing of the past, a quick catch up on the progress of a project over coffee is becoming ever more frequent.

The market stall approach to a business is one that may be typically traditional yet is highly flawed, with no grantee on sales, lots of dependence on things such as weather and popularity of certain locations.

Advertisement has taken on a new level through the advertisement spaces on social media, your computer will remember what websites you have viewed and advertisements of these products will start to appear on things such as, EBay, Facebook and LinkedIn.

Damien Hurst work. 

SELF-EMPLOYMENT

What you need for self-employment:

Drive, communication, organizational skills, ambition, can deal with risk, can deal with instability, problem solving, marketing, strategic thinker, and social skills for collaborating.

Creative Industries

·      Originators – produce one offs, fine artists… Tracey Emin, Damien Herst… Galleries, Museums.

·      Experience Creators – Theatre, Galleries, Opera, Sport, Shopping, Concerts, Festivals, YouTube.

·      Content Producers – across different platforms, lots of exposure, moneymaking, licensing… fashion, film, writing, games, music, photography.

Creative industries are based on creativity, talent, individuality, ideas and innovation. They give:

- £71.4 billion to UK economy

- £26 billion is fashion related

- £8 million per hour

Some examples of fields in the creative industry are: advertising, architecture, design, art, antiques, fashion design, film, video, TV and radio.

Employment

Creative industries employment increased by 8.8% between 20011 and 2012, compared to 0.7% for all UK economy.

Exports

Exports by the Creative Industries were £15.5 billion in 2011, which is 8% of total UK service exports. Between 2009 and 2011, exports from the Creative industry increase by 16.1%. Fashion houses are small employers that go through multiple arrangements and agreements. UK Fashion Industry supports 797,000 jobs – decreasing 2.3% from 2009. Wages have increased over £46 billion, increasing of 23% from 2009. There has been a reduction in employees, yet increase in wage bill.

Going it alone

There is a high rate of self-employment currently with 34% of peoples being self-employed; there are also more than half of the creative industries that are self-employed.

After you graduate

Jose Pope Photography, Freelance Photographer. 

48% portfolio working

23% self-employed/Freelance

18% running own business

44% want to have own business

Being freelance is becoming more and more popular in the creative industries with, 67% of people working in Photo Imaging being freelance. A reflection of the popularity of freelance was shown in the coffee shop boom, meetings in offices are a thing of the past, a quick catch up on the progress of a project over coffee is becoming ever more frequent.

The market stall approach to a business is one that may be typically traditional yet is highly flawed, with no grantee on sales, lots of dependence on things such as weather and popularity of certain locations.

Advertisement has taken on a new level through the advertisement spaces on social media, your computer will remember what websites you have viewed and advertisements of these products will start to appear on things such as, EBay, Facebook and LinkedIn.

Rave Plus

Rave Plus covers all the extract activities, workshops and supports that Ravensbourne offer, running alongside each of the undergraduate and postgraduate courses.  Rave plus is a system that through the use of late lectures with members in industry, short courses, links for internships and placements, allows students to be more prepared for industry.

Rave Lates

http://www.ravensbourne.ac.uk/rave-plus/rave-lates/

Rave lates occur in the evenings, designers, architects, film makers and all experts in the industry come in to tell the students about what they do, different projects and how to survive in the real world. Previously the fashion Rave Lates have included Vogue editors, and exclusive celebrity designers.

Rave Lectures

http://www.ravensbourne.ac.uk/rave-plus/rave-lectures/

Rave Lectures are specific extra lectures held on a specific field that anyone can attend. So if there is a particular topic you are interested in, yet this does not apply to your course, then if a Rave Lecture is held on it, any Ravensbourne student can attend.


Rave Shorts

http://www.ravensbourne.ac.uk/rave-plus/ravensbourne-shorts/

Rave Shorts is the newest addition to Rave Plus, hosting short courses, after most lecture hours, or in enhancement weeks. These short courses cover Technical Skills, Business Skills and Personal Development. 

Global Brand Identity: Image + Value

What is a ‘Brand’?

A brand is an identity of a product or a service, built up by the name, slogan, logo and colour combination. Straplines define the brand and create links to the brand. The famous ‘because were worth it’ is instantly linked to L’Oreal.  Brands play with your emotion by locking you in with their straplines and logos, having ownership of a part of this brand makes you feel part of the brand and the image it portrays. Different packaging appeals to different age ranges such as Mac and Chanel makeup with its black and white shiny packaging appealing to the younger consumer. Logos and straplines become a trademark for the brand meaning they cannot be used by anyone else. They have their own story and personality making the brand different and special. Brands can be so powerful that they change society culturally. The slogan ‘You are what you buy’ is becoming more truthful through brand loyalty.

Chanel Makeup, Simple design, Classic, Monochrome. 

Brand Experience / Brand Image

To some people brand can cause an emotional change experiencing feelings, thoughts, creating images in their heads. Beliefs of superiority can be thought up even though some brands are created in the same factory as lower branded products. Attitudes and behaviors can be played with and brands use celebrities that portray a certain persona in their campaigns. L’Oreal used Cheryl Cole, as she is a likeable image. French cinema stars were used in the Dior advert to bring the brand back to its heritage.

L'Oreal Elnett Hairspray Campaign July 2014

A Brand Image exists in the minds of people and is put together from the information that is supplied to them from the brand and this creates expectations of this brand, which is then added into the Brand Image.

Brand Management

Ad agencies create the idea that the product/brand is more than its actual cost. They give the brand certain qualities and characteristics, making it special or unique.

Brand Essence – the certain descriptions that you would associate with the brand. The brand may be, classy or urban.

Brand Management  - Creating a brand and maintaining its position within the market and target audience.

Brand Recognition – The brand is widely known in the market place.

Brand and its audience

A brand is nothing without its audience; it needs them for the response to the brand.

There are three stages that the audiences take on the brand…

Opinion Formers:

These are the trend starters, they pick up on the trend and promote it through twitter, instragram for others to look at and take on board. These people are known as highly in the know and copied by many people.  – Amander Harlack, Katy Grund.

Lady Amanda Harlech at The British Fashion Awards 2013.

Early Adopters:

These take from the opinion formers and are quick on trends, down town livers, creative, and often work in the media being watched by fashion.  – Lulu Forese, Kate Moss.

Footballers Wife:

The chav’s and wags get hold of the trend and it goes down and out.

Once this process is complete the core group of consumers lose interest in the brand. The ‘Footballers wives’ have no loyalty to the brand and this can impact the sales and brand image.

An example of when the brand did not want its brand image jeopardized was at the Céline show in LFW, Kayne West was not allowed in so as not to affect the brand image. This keeps the brand identity stable and the belief of the target audience.

Brands use their audience to give them feedback on new products; they use techniques such as Flip the Fund marketing, questionnaires, panels, concepts on advertising, focus groups, they give their audience options to chose from.

Brand Identity

This is the outward appearance of a brand, its name, its logo, the visualization and products.

What is a USP? A unique selling point, it is necessary for a brand to stand out.

A brand owner needs to create longevity in its brand identity. A brand identity is how the owner wants the brand to be understood, and they want this to link to the Brand Image that is created by the consumer.

Brand Strategy & Management

1.     Core Market.

2.     Peripheral market + Brand extensions.

3.     Unrelated markets brand strategy.

Example:

Dior: Core Market – Couture

Peripheral Market – Sunglasses, Shoes, Accessories, Perfume.

Fashion Hierarchy

Paris Fashion Week: Dior A/W 15 

Haute Couture is the highest class of fashion grouping brands such as Dior, Chanel and Valentino. Haute couture was born in the 1870’s when Charles Fredrick Worth released his first collection.Each item is made from scratch for each customer; haute couture clothing typically requires three fittings. First for measurements of body, secondly twill in canvas, then the final fitting and final adjustments if needed. It usually takes from 100 to 400 hours to make one dress, costing from £16,000 to over £60,000. A tailored suit starts at £10,000 and an evening gown starts at £40,000. The book controls the sales of couture, only 5 or so sold worldwide, one for each region, they can not be seen at same event, therefore the design house must be careful who it is sold to.

Burberry 2014 Campaign: Cara and Kate

Luxury is under Couture, with its catwalk shows in September and February. Luxury fashion is usually worn by social class A, aged 20+, on £100,00 + a year. An example of a starting price for luxury is a Burberry t-shirts starting at £100. Luxury is well above high street.The top five luxury designers are; Louis Viton, Hermes, Gucci, Prada, and Burberry. Often luxury fashion houses will produce limited stock of an item as to make a waiting list to create a certain image, and make the piece more desirable. Louis Viton bags are burnt if not sold at the end of the year this is so there are no     
sales so that the value of the bag is not reduced. 

Ted Baker Spring/Summer 2014

Bridge Bands, is next, based at the top end of High street. They include brands such as Ted Baker, LKbennet, Cos, Karren Millen and Sandro. The prices start from £50 up. Bridge Brands first came about in the 70s sitting in the middle of high street and luxury. This particular level of fashion is popular with the middle class over 30’s.

Mui Mui Campaign 2014

Diffusion brands are relatively inexpensive, “champagne taste but beer money”. Diffusion Brands include See by Chloe, Mui Mui from Prada, Marc by Marc Jacobs, DKNY by DK with an entry price from £40-400. They allow the consumer to have a taste of Couture through the cheaper diffusion brand. A Chloe Jumper cost’s £1015, yet a See by Chloe Jumper costs £255. The Price range is still well above high street, but is often bought as a one off or gift, for those who usually shop at high-street level. The consumers of bridge brands are usually the young rich; they are targeted younger than the original couture. Create impression that they are doing this to benefit the consumer, but are done for money reasons, as the fashion house does not want high street to copy. Diffusion Brands can encourage brand loyalty from a young age, once the client grows older and can afford Luxury Brands; their loyalty is already set.

M&S 2014 Campaign

The Baronesses

High Street brands are often located in Department Stores with an entry prices from £9-£30. Brands such as Gap, Monsoon, Debenhams and M&S are classed as High Street Brands. They often form collaborations with higher end clothes to increase a certain ranges image and value.There is no exact market for high street brands as they are so popular as a level of fashion; each brand has its own target market. They are not always massively on trend. Trends run through collections but are not massively obvious.

Topshop 2014 campaign: Cara Delevingne

Economy/Fast Fashion is the fastest and cheapest form of fashion, including brands such as Zara, Topshop, Newlook, H&M and Primark. It is cheap and easy to sell; being mass produces it is very popular and is the most mainstream and popular fashion, especially amongst the younger generations. Fast fashion and High street can be seen to be blending together. Often fast fashion brands also have conglomerates, such as Zara’s Black tag, which is more upper class and extremely trend driven.