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Place (working conditions)
Bibliography Denim Jacket / Forever 21 PRICE PLACE FOREVER 21 PROMOTION ALEXANDER WANG -PROMOTION Garment manufacturing industry
China 100,000 garment manufacturers with over 10 million employees
largest manufacturer, exporter and consumer of the garment products throughout the world
China made altogether 43.6 billion pieces of garments in 2012
massive government investment in industrial structure, technology application, brand development, quality control
high-end and high-street production DENIM JACK
Retail Price £21.99
Mark up= 2.7 (average retail mark up)
£8.15 Wholesale price
hourly wage for worker in China £0.60/h ALEXANDER WANG SHIRT Retail Price £335.00
Mark up 2.7 (average retail mark up)
£335/2.7 =£ 125.00
£124 wholesales price
according to figures from lecture the average hourly wage in China is £0.60/h Factory Workers in China BARBARA CHOWDHURY
LAURA PAUSEWANG Faster and Cheaper - using a fast fashion model getting trends into stores as quickly as possible - no signature look.
Fighting Competitors head on and looking for prime leases for stores for examples Oxford street, Blue water, Westfield Stratford no longer settling for mediocre spaces.
Digital advertising exploting the use tablets and smartphones.
Forever 21's times square billboard above the flag ships store, augmented and interactive for consumers ( live feed of passing customers)
Real time, Live Streaming and Virtual Advertising.
Social networking and hash tagging via Facebook, twitter and instagram
Expanding its customer base - orgianally catering for 18-24 year old females now expanding 24-40 as well as a new collection for men - Forever Man Advertising Stratergies focus on creating brand awareness.
Viral advertising - Cinematic videos
High profile photographers and models
Sold via high end long time established retailers for example Bloomingdale's.
Concentrates on minimalism and being uncoventional
Guriella marketing - feb 2010 - posters in down town new york, changing every four weeks.
Spot lights musicians for sound in collection campaigns
Street theaters - fall 2011 collection - short films projected onto walls in union square, the meat packing district and west village
exclusive pre- sales - creating a buzz around new products for example June 2011 saw an exclusive pre sale of the first wallet and leather collection via ebay - the sale lasted for a mere 60 hours the pre- sale was designed to reach a wider audience.
to connect with a wider audience Wang designed t-shirts for Starbucks for its 40th anniversary celebrations. CONCLUSION BIBLIOGRAPHY http://blog.jedroot.com/jri/2012/05/samuel-paul-for-forever-21-featuring-charlotte-free.html - accessed 1/05/2013
http://www.google.co.uk/search?q=alexander+wang+advertising&safe=off&hl=en&source=lnms&tbm=isch&sa=X&ei=NvCPUaqqDI3VPJGXgOgE&ved=0CAcQ_AUoAQ&biw=1600&bih=799#imgrc=HA4GB-wjTeC6yM%3A%3BzmT_vsIui1V5oM%3Bhttp%253A%252F%252Fwww.designscene.net%252Fwp-content%252Fgallery%252F012013%252Fmalgosia-bela-alexander-wang-spring-summer-2013-01.jpg%3Bhttp%253A%252F%252Fwww.designscene.net%252F2013%252F01%252F1st-look-alexander-wang-ss13.html%3B1024%3B683 - accessed 1/05/2013
http://www.google.co.uk/search?q=alexander+wang+advertising&safe=off&hl=en&source=lnms&tbm=isch&sa=X&ei=ze-PUfToG427PaeLgYgI&ved=0CAcQ_AUoAQ&biw=1600&bih=756#imgrc=cpBzC accessed 2/05/2013
http://www.google.co.uk/search?q=forever+21+advertising&safe=off&hl=en&source=lnms&tbm=isch&sa=X&ei=rPCPUdfyGse2PY_hgLgH&ved=0CAcQ_AUoAQ&biw=1600&bih=799#safe=off&hl=en&tbm=isch&sa=1&q=forever+21+advertising+billboard&oq=forever+21+advertising+billboard&gs_l=img.3...24632.26896.0.27418.104.22.168.0.0.0.218.1183.4j5j1.10.0...0.0...1c.1.12.img.YnaMXyHe4Ys&bav=on.2,or.r_qf.&bvm=bv.46340616,d.d2k&fp=5bb09e7e57f8f0ed&biw=1600&bih=799&imgrc=Wm_48O7B6QekWM%3A%3BJgU9xKN2vKsFHM%3Bhttp%253A%252F%252Fwww.digitalbuzzblog.com%252Fwp-content%252Fuploads%252F2010%252F06%252FForever21-Augmented-Reality-Billboard-1.jpg%3Bhttp%253A%252F%252Fwww.digitalbuzzblog.com%252Ftimes-square-augmented-reality-billboard%252F%3B536%3B356 - accessed /05/05/2013
accessed 05/05/2013 Garment: Cotton (attached straight line by line)
Stitches: Top stitches, Safety finish off
Cheap production: signs of cheap manufacturing
Pockets: Jet pockets
Sleeves + Top attachments: good quality Long Sleeve Shirt / Alexander Wang Garment: 100% silk (attached line by line)
Stitches: Edge stitches, safety finish off
Attention to details: Cape style, Italian collars, long sleeves, including cuff links (hawks), front closure, button closing, no pocket
Limited design, unusual cut form
Very high/good quality
Expensive piece It was a great opportunity to examine two completely different pieces, as both are on the market at the same time, has very different manufacture production and price.
In every point of view our presentation shows that what a different appear when a piece comes out from a designer's hand or if it's coming from a foreign country with an extremely low production cost. PLACE
Working conditions China by 2030 40% of the global work force will come from China
under communism, most Chinese work for the state
produces lots of low skill factory jobs
workers can be easily replaced
wages and benefits per factory workers are about a tenth of what they are in the United States Products