I went to the first tutorial with my tutor Kate before the spring break with my initial idea which involved several areas of topic around tote bags. To my surprise, she agreed that those topics were all related: brand souvenirs, reconnection between brand and audience, collaboration with artists, social media, and free advertising …
However, she suggested that fashion sustainability could be the foundation of the wide, big topic. Based on the issue of fashion sustainability, people are encouraged to take action to move away from fast fashion. Meaningful objects with practicality and quality objects with a long life are thus in higher demand. Also, brands are trying to do marketing and advertising in a more sustainable way.
Let’s take Gucci SS18 campaign as an example as a sustainable marketing way. Gucci and Ignasi Monreal’s new Art Walls for brand’s Spring/Summer 2018 campaign in different cities.
Milan Shanghai
Gucci walls bring billboard advertising to a new level by collaborating with artists. Similarly, using logo tote bag as a walking billboard advertising is also a way to marketing in a sustainable way.
Tote bags, as well as t-shirts with the name or image of a brand, are type of brand souvenirs. So the topic of ma master’s project consider brand souvenirs as the subject, and the speific angle may be fashion sustainbility.
Using brand souvenirs to make fashion more affordable, acceptable, and effortless is a way to meet the requirements for fashion sustainability as well as a way of marketing, helping brands reach more audiences. Also thinking about the way in which brand souvenirs work. Is it in line with the principle of pop art to a certain degree? Does social media play an important role in this specific way of brand communication?