Design for print// Good is// Rationale 3: Final..

Good is// Polka dots in contemporary fashion

Why?

- Polka dots have been used in fashion for well over 150 years.
- Polka dots are now back in fashion and have adapted to contemporary trends.
- They have been applied to many fashion items such as dresses to shoes.
- There are many different types of polka dots that will suite a wide variety of people.
- They continuously come back into fashion, which must mean something.

I intend to// (inform, instruct, persuade, direct, educate, promote to):

I am intending to create an event soley for polka dots. The event will promote the pattern within contemporary fashion and show how it has/ is having/ and will have a huge influence on future and current fashion trends. I want to inform my target audience of the polka dot, educate them about its history and promote it within the fashion industry.

A group of// (identify your specific audience or context):

My target audience will be between the ages of 16-25, they will be males and females who are interested in fashion and contemporary trends. They must also have an interest in fashion history as I will be educating my audience about polka dot history in fashion. I chose to target 16-25 year olds because they will be the new generation of fashion designers who will influence the polka dot pattern in contemporaru fashion trends. I could have focused on all fashionistas, but feel that is too broad.

That// (state your message, idea or concept):

My concept is based around the use of polka dots within contemporary fashion trends. The pattern is being used in different ways to how it used to be and I want to promote this as part of a huge event. I want to try and show how the polka dot pattern could adapt and evolve as we do, and how it could be change into something new and exciting. It has already had a huge influence in fashion from past to present, so it would be interesting to look at how it would influence fashion in the future.

In order to achieve this I will produce// (specify at this point what you aim to produce, the method of delivery, distribution, the context in which it will be viewed):

I am going to propose a big polka dot event, where everything will be polka dots! There will be goody bags and packs to give out to guests. Demonstrations on how to make a polka dot pattern and apply it to a fashion items.

Product// (what is your product):

I am going to design the promotion material for my event, a brand identity, packaging, and packs/ kits that will be given to guests. I am basically trying to 'sell' the concept of polka dots in contemporary fashion to up and coming fashion designers and fashionistas.

Range// (what range of deliverables will you produce/ propose):

As I will be trying to promote polka dots in general and my big polka dot event I will need to design a range of promotional material in order to get my message out to my target audience. Im going to design invitations for the event, billboard adverts to promote the event, flyers that will be distributed in busy shopping areas/ popular fashion retailers and boutique shops, a look book to educate my audience about polka dots in fashion history and in contemporary trends and packaging for my kits, look books and gift bags.

I am going to propose large scale advertisements, printing onto vinal flooring for the event and printing onto marquees. I literally want everything to be polka dot, but I want to use it in a fairly sophisticated way. I dont want to bombard all my designs with a polka dot pattern but I do want to make it obvious that I am promoting the polka dot pattern.

Context// (define the context in which your products will exist/ be viewed):

My small scale promotional material will be given out in busy shopping areas, if they are given out in these sorts of places then they will more than likely be given to my target audience. Big cities will be a main area as they will be good for fashion retailers. The invitations could be sent to colleges and universities that specialise in fashion or that run a fashion courses, this means that they would definetly be interested in contemporary fashion trends and it is being very specific with my target audience and how I communicate with them. By doing this I know that my audience will be reached, whereas handing out flyers in a city centre, you are going to get people who just take a leaflet out of courtesy, but will throw it straight in the bin. Polka dots are also considered quite retro so I could hand out promotional material in vintage boutique shops, which could possibly target a wider audience.