PATTERN CUTTING AND MANUFACTURE

Surprised how much I am enjoying pattern cutting, I always feel like I am learning a lot and getting a huge amount of work done. Manufacture is the same, however I do need to keep practicing. I have made my samples of seams and an invisible zip, and nearly finished making the pattern for my bodice. I am understanding more about how a pattern works and how important the simple details on the pattern pieces are.

WE FOUND LOVE...

Listening to all the hype created on the radio each day, about Rihanna tweeting suggesting there would be a surprise, it was obvious it would be this video... I had to watch it as soon as it was released. A video to a song often has the ability to create a feeling and a connection between myself and the lyrics or the story. This video definitely sold the song to me, over and over... and over again.

Firstly, the styling,  which is more british and casual. The doc martin boots and ... overall personal style is reflected. The fact this is nowhere near what I expected... less American and more relatable to the average person. Rihanna has taken the opportunity to show what I believe is her diversity between music for the club scene, the ballad with emotional ties and then an inbetween.. which is for me, 'we found love'. A song easily adapted to the club, but also with a deeper emotional meaning.

Secondly, the video itself has been recorded and edited in more of an artistic direction. I am not a film maker so I wouldn't like to comment in too much detail, however as a viewer the techniques used are of a high standard and quality which makes the shots look as they would to the naked eye.

The statement from the girl at the start of the video strikes the feeling in me which I can't quite explain. I could tell you why this is... but I couldn't explain the actual feeling whilst doing it justice.

'Its like your screaming and no one can hear, you almost feel ashamed that someone could be that important that without them you feel like nothing no one'll ever understand how much it hurts, you feel hopeless like nothing can save you and when its over and its gone you almost wish that you could have all that bad stuff back so that you could have the good.'

Rihanna Ft. Calvin Harris - We Found Love

My depiction of the story told is about the type of love between two people that is so intense it can reach any heights possible. The 'good stuff' is so amazing that it cancels out all the bad, but the bad is so bad that it kills you inside. It ends up being like a drug, all you do is want it more. And even when its gone... you would take all the 'bad stuff' back... just to feel that happiness and contentment again. To get rid of that empty feeling.

Here are some of the still shots from the video...

MY HOLIDAY BAG

After the most amazing holiday and experience in June/July I have finally washed my beach bag.. It it's now late October! And I didn't actually wash it my mum did. Either way... There were still tiny bits of the sand left hiding in the bottom. I love the idea that that sand had been in another country for a long time and somehow travelled back with me, I also have my sand rock! From the bottom of the meditarainain ocean and handed to me. The life cycle of that rock, how it got to me, who gave it to me, the memories it has and the fact I will never throw it away... To tie it all in it is covered in sand which never comes off.

COMPARATIVE SHOPPING

Value, middle market and premium, these are the three levels which stores can be categorised into, the customers, appearance and marketing of each should differ. I have chosen to compare knitwear and a shirt from each level, the brands are Tesco, Zara and Vivienne Westwood.

Tesco stores are located all over the UK, stocking all of the family necessities. Most supermarkets have developed their own clothing range and it seems that they are actually quite successful. Usually this area is somewhere between the front and middle of the shop, making sure the customer to has to walk through to get to anything else. The garments aren't merchandised to any high standard, it is simple shopping for the family. Stocking family essentials such as school uniform, work shirts and shoes.

Looking at Tesco knitwear there is an average price of £22.00 and the fabrics used tend to be a mixture of acrylic, the textures of the fabric are carpet like and rough with a simple design. The majority of the knitwear has been made in Bangladesh.
The price of a shirt is £15.00 using nylon or cotton, the shirts are fairly soft but do not have a great deal of detail. The garments are cheap and cheerful, and Tesco have realised this is what their target market want. The country of manufacture is China, these are typical countries for companies to use to create low  cost clothing.

Approaching the Nottingham Zara store the building has a classical appearance and is located centrally within the town centre. The window displays show ladies wear, childrens wear and mens wear. They are merchandised to a high standard, showing outfits replicating current trends, and it seems that time has been put into making the garments look like they are realistically being worn.

I found knitwear in different price points the cheapest was £9.99, the thin acrylic cardigan which comes in many different colours but also a jumper and polo neck. These are simple and easy for customers to choose, with a plain texture all they have to decide is which colour suits them best, they will prove popular with the public because of the price. 'Special price' knitwear is £25.99,  it is 65% acrylic, 25% nylon and 10% angora, made in Bangladesh. This knit is bigger and thicker than the rest, but still quite simple. £45.99 is the general price of the knitwear with more detailing, and a more original finish, matching up with the metalic trends this season Zara have a lot of metalic finished jumpers in bronze, silver, gold, black, red and green, these are 100% acrylic and manufactured in turkey. The 100% cashmere cardigans are simple but expensive, £59.99 due to the fibres used. 

The shirts also are similar but have different price points based around each separate brand within ladies wear, TRF shirts are around £25.99 using 100% polyester, whilst Basic shirts are around £29.99 also using polyester mix. Woman tends to be the most expensive of the three and shirts of a similar style are between £35.99 and £39.99 using 100% viscose. These are often printed and more detailed with a metallic finish or embellishment. 

The layout of the store is quite easy to understand, the merchandising is effective, mannequins are directly infront as the customer walks in or past the store. Each collection is put together to make shopping easy and allow customers to put outfits together quickly. The trends and influences are evident,  for example fetish this season is represented through high leather boots, wax effect trousers and feather sleeved jackets.
 The sales asisstants are all dressed the same and easy to recognise, and there is a fitting room on each floor. The brand aims at all areas of the family, children, women and men, therefore there are many couples, young people and older people shopping, it caters well for all target markets. In my opinion the Zara customer is classical and wants a designer style without the heavy price, as each season Zara is known for its strong replicas from the catwalk.

The Nottingham Vivienne Westwood store is located within the FH Mall, where there are a few designer shops and boutique style stores. The window displays show many bags with the large Vivienne Westwood logo on the front. With a spacious store layout and segregated into particular collections there is an immediate designer feel. There are different levels to each floor and this has a creative and distinctive appearance, even from outside the shop. I noticed that the mannequins alone look distinctive, as though they are only used for Vivienne Westwood designs, unlike other stores where most look the same. 

As soon as I entered the store I was addressed and noticed, there is a huge emphasis on one on one customer service. There is a relaxed and professional atmosphere, and the idea of staying with a customer from when they enter the store to when they leave.  The reason for this may be that they need to make more effort to make the sales as they have less custom but have much higher sales per customer. Having the personal help from a sales assistant makes the customer feel valued.

The sales assistants themselves appear to have a distinct personal style and appearance, representing the Vivienne Westwood brand with a clear interest in fashion.

The customers in store tend to be couples or people shopping alone, perhaps buying gifts or shopping for a particular item.

WATER

Water calms me, I'm drawn to places with lakes, rivers. I am happy when I am surrounded by water. The ocean amazes me, how powerful and how large it is, and its simply natural.

THE CONTROVERSY BEHIND THE COMPANY - THE DEBATE

GAP are a well established American company, therefore you would imagine that finding an argument against them would be quite difficult?

 After thoroughly researching the company there have been numerous factories found working for the brand with workers being ill treated. Some have been treated like slaves and claim to have never been paid even the minimum wage, those who do get paid are expected to live on £69 a week, and this is at the most.

Besides all of this the brands advertisments don't tend to make an impact, personally I can't recall any magazine, television, billboard advertisement at all. When it came to looking for the actual advertisement online and finding that near enough all of them look the same I still wasn't excited. The clothing all appears to be very basic and overpriced for a simple GAP hoody at £39.99 I find it hard to understand why anyone would pay that price for that item. Since the company was established in 1969 you would imagine that the product would have developed, the company work ethics would have improved and the target markets would have expanded.

Some people must be shopping there in order to keep the business going. Personally I am not aware of anyone at any age who has ever shopped in this store, the clothing is boring and almost the same each season, they don't cater for student which is also a huge market, therefore I would suggest they are missing out on profit due to the in ability to try something different.

FAST FASHION

'As our appetite for fashion/clothes and particular cheap clothes, increases, we're fueling a trend for disposable fashion, something to be worn once or twice and thrown away. With trends chasing every 4-6 weeks.'