Evolution of fashion photography-
The earliest origins of Fashion Photography took place in 1911 when the publisher of Jardin des Modes and La Gazette du Bon Ton, Lucien Vogel, challenged photographer, Edward Steichen, to present fashion as a form of art.Steichen succeeded — this lead to the release of a series of photos for the magazine Art et Decoration in which models were posed at the bottom of decorative marble staircases and in front of ornate mirrors, dressed in Poiret.
Earliest known fashion photographs date back to the 1850s, in the court of Napoleon III, the use of photography as an advertising tool did not become popular until the early 20th century, when fashion itself became accessible to a wider audience.
1980’s fashion photography-
1990’s fashion photography-
2000’s fashion photography-
Evolution of advertisements-
Advertising has experienced some major milestones – think the emergence of the printing press in the 1440s, or the huge impact of television.The internet has revolutionised advertising in the most astounding way. Not only has it changed the way ads are broadcast, but it’s changed the way consumers act towards them.The first TV ad popped up on screens in 1941 in America,Such a small moment set the precedent for the next seventy years.
Back then, adverts were a staunch part of society. Despite the 50s being a tense decade for America during the Cold War, TV viewers felt optimistic and were beginning to loosen their purse as prosperity began to rise.
Characters were built around products to create a semblance of connection between viewers and brands, and famous faces were brought it to sell everything from washing machines to cigarettes.
aka the Marlborough Man, for example, who became a recognizable cultural figure between the 1960s and 1990s. The aim was to turn filtered cigarettes from a feminine phenomenon to a more masculine one with the help of rugged cowboys and a stream of moody looking men. Even today it’s considered one of the best advertisement campaigns of all time.
TINT Blog. (2019). The History and Evolution of Advertising. [online] Available at: https://www.tintup.com/blog/history-evolution-advertising-marketing/ [Accessed 8 Mar. 2019].
Adverts have developed over time majorly.The first ever advert on tv was the Gibbs SR Toothpaste Advert (1955).The video was in black and white and the quality was very poor.
This is a recent toothpaste advert that has been shown on tv-
The difference between both adverts is huge.Over time the quality has become a lot better.The advert its self looks a lot more professional.Both adverts list the positives of the toothpaste but the old advert talks a lot about how the toothpaste helps but doesn’t show it.For example,the second advert uses a type of story to promote it.It shows the lady happy and having a good time but is interrupted by the tooth ache.This makes the audience think that using the toothpaste will stop this from happening and the you will no longer be bothered by the toothache and can go out without having to think about the pain your teeth/gums will cause you.The way the first adverts keep referring back to “as cool as ice” makes it seem unrealistic because there using a simile to exaggerate the product.This is different to the new advert because they show a professional recommending the brand.
This has helped me because the way the product is being advertises results in how well it will do.Showing the results of the product and the changes it makes when buying it really helps.The audience may question “How is this different from other brands” and you need to show that as much as possible.
Evolution of online shopping-
The Internet has changed the way we shop. Even those of us who do not regularly buy online use search online for prices, product specifications and availability before heading to the high street.Retailers in the UK recognise that the internet is transforming the way that customers shop, re-shaping the high street as a result. Many of us now shop from our homes and on the move unrestricted by store opening times.Research by IMRG suggests over 60 per cent of smartphone shoppers are planning to do their Christmas shopping by phone. Many of these shoppers admit to show rooming, a technique that involves browsing high street stores to find the product they like and then by buying via a smartphone or tablet computer at whichever online retailer offers the best price.Only 20 years ago most of us were oblivious to the existence of the internet as a place to shop. Tesco and Asda dabbled with home shopping services via the computer in the mid-1980s, but it was not until the invention of the World Wide Web by Tim Berners-Lee that widespread consumer use of the Internet became a possibility.
OpenLearn. (2019). History of online retail. [online] Available at: https://www.open.edu/openlearn/money-management/management/business-studies/history-online-retail [Accessed 8 Mar. 2019].
Advantages of shopping online and not in store-
- Convenience- Shopping online allows you to sit at home,relaxed and being able to shop till you drop whilst not having to move out of bed or off the couch.There are no queues to wait in to pay for you items and no pushing through crowds of people to get to the sale racks.Online shopping is open 24/7 so no last minute shopping before the store closes.
- Better prices-Online shopping allows you to find better deals.You can compare the price of products on different websites in order to get the best/cheapest deals.There are also more discount codes available when online shopping.
- More variety-When shopping online you can look at more products easier.This is because most websites suggest other products when you type in what your looking for.It is quicker and easier to look through more items of clothing online,rather than walking through the store hunting for items.
- Sending Gifts- Shopping online is a great way to send gifts to your loved ones,wether its there birthday or christmas you can always type in there address for the item to be delivered to their door step.Depending on the product and store some websites offer gift wrap!
This is all because how the internet and clothing websites have developed over time.After doing some research i found out that the number of internet users in 1995 has increased from 16 million to almost 3 billion in 2013.Today,6 years later this total would be even higher!
OpenLearn. (2019). History of online retail. [online] Available at: https://www.open.edu/openlearn/money-management/management/business-studies/history-online-retail [Accessed 8 Mar. 2019].
Online shoppers in the United Kingdom make 87 percent of their retail purchases (grocery shopping not included) online. That’s an increase of almost 9 percent compared to the situation last year, when 80 percent of retail purchases was conducted online.
More than one in five consumers (22 percent) has bought something online after see saw something about it on social media. The use of social networks to shop online keeps increasing, with younger shoppers (48 percent), women (29 percent) and people living in urban areas (38 percent) among the groups that are significantly more likely to buy something after seeing posts on social media, the study shows.
Ecommerce News. (2019). 87% of UK retail purchases made online. [online] Available at: https://ecommercenews.eu/87-of-uk-retail-purchases-made-online/ [Accessed 8 Mar. 2019].
Through the 1760s, royal endorsements were used as a type of celebrity branding to promote products. … Typically, these trade cards would be given to consumers with the product or would be inserted on the packaging of the product itself, which would feature celebrities such as actors or sport stars.It is the same today but using social media and using celebrities as the models on the website.
En.wikipedia.org. (2019). Celebrity branding. [online] Available at: https://en.wikipedia.org/wiki/Celebrity_branding [Accessed 8 Mar. 2019].
Social media is a big part of online shopping.Celebrities and Promoters tend to post pictures or videos onto social media wearing the product and link it to the online store.This is why people are buying more online than in store.If you see something you like online why would you travel to the store to the store to try and find it.There are also brands that are very popular but don’t have many stores around the world.An example-
The brand supreme only has stores in the capital of Countries.There is only one walk in store in the uk.This gives people not much choice but to online shop if they dot live near by.
Similar brand history-
The First Store & Mission- Urban Outfitters
The year was 1970. Dick Hayne was just 23 years old when he and college roommate Scott Belair came up with the idea to open a retail store. Belair was in search of a topic for an entrepreneurial class he was taking at the time. The first store, originally called Free People, was located in a small space across the street from the University of Pennsylvania. Its mission was to provide second-hand clothing, furniture, jewellery and home décor for college-aged customers in a casual fun environment.Instead of transforming buildings into something new, we preserve their original features, a trait that has become our signature look. We strip back paint to its first layer, expose brick walls, and use original pieces as displays and fixtures. Our approach goes beyond historical preservation – it’s about maintaining a layered history, but infusing a new, fresh atmosphere.
URBN. (2019). History. [online] Available at: https://www.urbn.com/who-we-are/history [Accessed 8 Mar. 2019].
This helps me as it says that instead of building on their brand and making it as new as possible,in a way they did the opposite.This is what makes the brand different from the rest and unique. They didn’t do up the building making it look new and up to date,they stripped back the pain to its first layer to make the building look old fashion and original.This is the type of style of clothing they sell in the store,old fashion styles,following the 80’s and 90’s fashion trends.
I did some research on the 90’s fashion trends to help give me ideas for my outfits when doing my photoshoot.Some i found-
- neon windbreakers
- Striped sweaters
- Bandannas
- Ripped/ baggy jeans
- Doc martins
- New balance trainers
- Reebok trainers
- Turtlenecks
- Guess
- Fila
- Bucket hats
- overalls
- Bike shorts
Complex. (2019). The 90 Greatest ’90s Fashion Trends. [online] Available at: https://www.complex.com/style/the-90-greatest-90s-fashion-trends/ [Accessed 8 Mar. 2019].
These link to the style of clothing and theme on my website i am going for.Urban outfitters,the store i’m taking ideas and inspiration from,sell a lot of clothing products from the old fashion/90’s trends.Here are some examples.
Overalls and Bucket hats were a big part in the 90’s trends.They are still popular today but this is known as a retro/vintage style.I will try to include these on my website and advert.Using the most retro and vintage clothing on my website will help the audience understand the type of style shown on my website and available to buy.
Liam Gallagher,out of one of the greatest Indie bands of all time.Wearing his bucket hat in the 90’s.
Another look sold in stores-
Striped turtleneck jumpers were popular in the 90’s.
Sold in Urban outfitters-
Colourful windbreakers.
Fila trainers.
Nearly all the products in the poplar 90’s clothing list are sold in stores today.I will take ideas from these in order to fit my target audience as this is the theme i have chosen for my website layout and colours,clothing sold and advert.My clothing brand as a whole.
Ellie's Blog 