Set up day!

Today was the day that i first caught a glimpse of the the Ultralounge. Its amazing! It looks totally fab, such good decorations. 'The Girls' pervious work is all up on the big pink walls which looks really good. They have a big checkered dance floor with gliter balls and hula hoops. Loads of craft tables and little corners full of tacky 80's junk.

I got given my space and started to set up my cutout wardrobe. My rail was already there so i got my cutouts out and tied them up. It looks so good, definitely better than i thought. the colourful ribbons work really well. The rail is also get set a black back ground so it really stands out.

Before i came i hadnt had enough time to stencil on my letters on my back drop. So when i arrived i did it there. Zoe had some pink paint left which was good because its the same pink that they have used to piant props so it will all blend in.

The stencils worked really well and it came out really bold and bright.

This is what it looks like! I love it.

I also need to look for a space to put up my signs. I wasnt sure how i was going to do this. But when i got there in saw that i had quite a bit of wall space. So i made up this card on canvas frames which i could hang from the wall. I made one big one for the generally info and another smaller one for the model release forms.

I like how they look. They fit well with the interior because they have that scrapy kind of look and look a bit old and worn. They also compliment my back drop, and i used the same string for my photo wall.

My photo wall. I also didnt have a set plan for this and i wanted to see what the space was going to be like and base it around that. Opposite my backdrop is one of the pink wire fences. This was perfect for tying my string on and also i can put the photos on both ways so people can see from either side.

Each peg will have a picture, and hopefully the wall will grow as time goes by!

Overall i am really happy with my space, i was a bit worried about how much space i did have and whether i set back far enough to get the people and the title in, but i brought my slr in and i can. The whole space is general looks fab. So 9:30am tomorrow i shall be hitting Selfridges. Wish me luck!

Translation

I my tutorail we discussed making my signs in different languages because Selfridges is a popular tourist attraction! I dont trust the translation wesbites because they do it all literally and not in the proper forms. Lucky i have a French Aunty, a Spanish friend, a Chinese colleague and obviously i am English. I think this is quite a good range. So i have sent off the write ups to them and just waiting to hear back.

Bath tub staining...

I managed to get my material for my back drop. Its massive, think i might have got to much but this is good because incase it all goes wrong! It got quite messy so i had to put the bucket in the bath to stop it going everywhere! I am doing the coffee staining but i am bot sure how well its going to work with this much material.

Finishing cutouts

I have finally come to the end of finishing my outfits and they look great! I am so happy with the way they turned out. At first i wasnt so sure and thought they looked a bit naff but they are really bold and fun. I wanted to know what they look liked on so i got my mum to help me out.

Introducing the fabulous Mrs Jarvis!

I think this is my favourite outfit, i love the colour, and its a really good shape.

Some of them i smaller than others and i think if i was to do this again then i would need to look at making them in more varried sizes.

This blue colour works so well, it really stands out. I hope it works just as well in Selfridges.

Drawing my cutouts on card

I finally managed to get round to drawing my cutouts onto my pre-painted card. It was alot harded than it sounds. To create consistancy i used an OHP to project my cutouts that i had already put onto acetate.

My acetates!

Here is the OHP i used, it was a bit of an old one so didnt work to well and they didnt come up to well but i managed to fit them all on.

This was the wall i used, i blacked out the windows and shut the door, it got very hot!

Here are some of the finished items! Bit shody but i am painting them anyway so can really make them special!

Mini roller

I dont know if this is worthy of a post but i thought it was just really cute. So when i spray painted my rail i found out the can ran out really quickly. I was going to use this effect for the 'cut out wardrobe' title on my back, but it would be to expensive. Anyway i managed to find some really good bright pink paint that will work just aswell. I am going to make my stencil and paint it on. When out shopping i came across this and thought it would be a very good way to get a nice even spread and would be alot neater.

Hanging the washing out

Thought this was quite a good example of what my cutouts might look like on my rail.

I had just finished doing some washing i needed somewhere to hang a few jumpers and dresses and this was the perfect place! of course.

Obviously these look nothing like my cutouts but its nice to see how the rail will be filled out!

Calico samples

Here are some calico samples that i have manipulated to see what gives the best result. I wanted a dirty/stained look like the old Bunty magazine has. I tried a few and heres what i came up with.

This is the plain calico with nothing done to it. It is to plain and i think i can make it alot more interesting.

This one i stained with coffee. Now in the second picture you cant really see how well it has worked but it had a really nice colour to it and it has stained the edges really well, this is good because this is exactly the effect i wanted althought i wont be having the edges in the pictures but maybe i could do some extra coffee staining on the outside. Also when i was ringing out the extra coffee the calico became creased. I like the effect because it makes it look older and thats what i am looking for. So i will do this for the final one whatever effect i choose.

I then tried burning the calico which nearly ended up in me burning my kitchen down. So i dont know if i would want to do this with 7 meters of it! However it does give a nice colour but i definitely think its to unpredictable.

I also left one outside however this did not work at all, just got really wet and looks slightly dirty but not what i wanted.

So the winner is...(drum roll)

coffee! (cheering)

This definitely worked the best. I will be doing it with 7 meters and i know there is a spare plastic pin outside so this will be perfect for staining.

Tutorial

Today I had my final tutorial with Tammy before Easter. I won’t be having another one until after I have worked at Selfridges. Here are the points she made.

Consumer profiling and buying behaviour

'profit is made from people, not products'

Maslow's hiearchy of needs around in the 1930's. Until one level is satisfied you cant move up. Movtivational forces

Consumer buying behaviour

Rational - price, fit

Emotional - desire for status, social acceptance

Reference Groups

Primary (friendship group)

Secondary (people you see once or twice a week)

Aspirational (groups you would like to belong to)

Dissociative (groups whos values you reject)

Consumer profile (now more interested in lifestyle)

Focus on target market the more you understand your customer the better.

- UK socioeconomic classification scheme (to do with class)

captaincrikey.com Sean Pillot de Chenecey 'understanding the new customer'

Companies need to focus in on the satistics of the public - divorce rates will increase 48-52% within the next 3 years.

95% of brand behaviour is habit...and habit is truth

I need to think of different ways of communicating my products to my audience.

People are now living longer and many companies arent seeing the new market that could open up.

too much choice = less consumption

Dress up Fred - is a lifestyle/way of life so anyone can be involved

Brand experience - getting your consumer interactive, make them feel involved. This is like alot of my work. 'Dress up Fred' got people to dress up and we had people of all different ages. And my 'Cut out Wardrobe' got everyone involved from kids to the eldery.

The 4 ages of shopping - envision retail 'consumer insight' They survey customer types. 3,000 customer observations.

Time killers - no intention of buying

Conversion is whats brought in store

General browers

Product groupies - they know they want something but can be persuaded

4 life stages of shopping

28% explores (groups and young people)

21% commitments (frequent visitors and creative)

22% freedom fighters (2 decades, price, family)

29% back to the future (grey pound, got time, social very loyal to brands)

Selfridges must be blogging

I went onto the Selfridges to investigate 'The Girls' advertising and i stumbled across this...

I think Selfridges have been stalking my blog and thought 'oh what a fab idea this is, Miss Jarvis must be a fashion genius!

hummmm...

Not to sure about that, but anyway it is very cool. Really good way of advertising your brand, this could be something to think about. Maybe i could have something like this on my website, have a doll with all my cutouts and they could pick an outfit for her, or there could be print outs for people to colour and stick.

New and exciting

Also after my tutorial we discovered that the pulic didnt get to to see there photos and other people that came in might not no what to do, and we need to make it as obvious as possible as to whats going on. So I decided that it would be a good idea to print off the pictures and make a wall of photos. Over the period of time that i am there the wall will get bigger and bigger.

I really like the way these photos are presented! I think i might try and do this, i could get some string and peg each one as i go!

Also found out there is a Boots near by and they do on the spot photo printing.

Boots London 490 Oxford St

These are the prices for the instore digital printing. There really cheap and its really close so this idea is looking good!

Address:

490 Oxford Street
London
Greater London

W1C 1LF

Telephone: 0207 4918546 .

Changes to standard opening hours

Fri 02/04/10Bank HolidayStore

10:00 - 22:00 Pharmacy

10:00 - 22:00 Sun 04/04/10Easter SundayStore

10:00 - 19:00 Pharmacy

10:00 - 19:00 Mon 05/04/10Easter MondayStore

10:00 - 22:00 Pharmacy

10:00 - 22:00 Standard Opening Hours

Store

Monday:08:00 - 22:00 .Tuesday:08:00 - 22:00 .Wednesday:08:00 - 22:00 .Thursday:08:00 - 22:00 .Friday:08:00 - 22:00 .Saturday:08:00 - 22:00 .Sunday:10:00 - 19:00 .Pharmacy

Monday: 08:00 - 22:00 .Tuesday: 08:00 - 22:00 .Wednesday: 08:00 - 22:00 .Thursday: 08:00 - 22:00 .Friday: 08:00 - 22:00 .Saturday: 08:00 - 22:00 .Sunday: 10:00 - 19:00 ..

 

Stand for cutout wardrobe information

After my tutorial with Zoe and Tammy, Zoe decided that it would be a good idea to have a stand explanning whats going on in my section, and also thought it would be good to have in different languages. Heres a mock up of what it might say and look like. Also im not sure what my stand will look like i was thinking one like this..

and a stand like this...

Final images to be put on acetate

Here are the final final final images that will be finally put on to acetate. This is so i can use a OHP to project the images onto my card so all the images are consitant.

you like?

I love Vice

Again from Vice! This brilliant illustration of JFK, thought it would be good because it is a nice little example of what my cutouts are based on.

'Return of the hat' By Ian f. Sevnonius and illustrations but Tara Sinn

Found these brilliant photos n Vice magazine March issue 2010

Miss Arganzuela 1981 by Elena Grimalda and photos by unknown women.

Fabulous photos form a beauty contest, good 80's outfits/inspiration 

and the lucky winners...

I fancy my outfits being like this!

'Horizontal spread' - Photos by Ben Ritter

Lazer cutter introduction!

Today i have my Lazer cutter introduction, i was going to use this to cut out my cut outs but my bits of card are too big. I had another idea to create big cut outs of my logo and hang them at my cut out wardrobe. They will have information on about my website and other information about my event.

Like this installation!

Boards have arrived!

My big boards have arrived! I have just finished painting them in the garden and of course it started raining so had to gather them all up and dot them around my house i am sure my housemates wont mind!