Individually, you will conduct research into the designer using secondary sources (e.g. books, interviews,
articles, websites) as well as primary research methods (e.g. consumer research, interviews with brand
representatives, observations, online surveys). You will conduct a communication audit on the designer,
reviewing the strength of their current messaging.
You will explore key areas such as external trends impacting the designer, brand identity and
personality, unique perspective, the consumer profile and visual brand identity. Next, you will critically
analyse this research to identify a communication opportunity to launch the A/W 2017 collection.
The use of imagery in this folder to illustrate your investigations is essential it is suggested that you
also analyse each of the brands touch points (website, social media, physical spaces, events and press
coverage) and include screen grabs or similar or your own photography to clearly communicate your
All sources must be properly referenced.
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