Friday Workshop : Sub-Culture

On our Friday work shop (2/3/12) we were learning about the different range of consumers and how a product you create could be pitched to a certain consumer. A subculture is a distinct social group that defines itself within a wider culture with both trends and political views. A style tribe is very similar to sub-culture as but only in a fashion sense is the group connected. Five key points that are considered are: identity does the person placed in this distinct group accept their label? Does it come naturally to them, are they a “native informant”. Style – Is the style worn similar to others in the social group, are there certain colours/fabrics that are worn? Commitment – Do these people dress like this everyday or just weekends? Autonomy – Is this way of dressing accepted within the grater public or considered strange? Distinctiveness – Is the style of the group recognisable and linked to that specific group?

There are many style tribes as people have been experimenting and pushing boundaries on fashion throughout the years. Some examples are: The New Romantics which began around 1979 and peaked in the 1981, this style consisted of ruffled shirts and heavy eyeliner and lipstick on both men and women.

Steampunks, it has a certain theme of science fiction merged with historical references which emerged in the 1980’s early 1990’s, this style combines both corsets and goggles. The look is industrial but soft with feminine blouses contrasting with leather corsets. The looks is futuristic and had an element of fantasy.

Deathrockers emerged in the 1970’s and had traces of gothic themes, their dress is made up of black leather and black clothing. Mohicans and platforms boots are also part of their decor.

Hippys are also another example of a style tribe. Hippys emerged in the 1950’s-1960’s. Their clothing is earthy and organic, dreadlocks are commonly associated with them.

With most of these style tribes there is a connection to what people would perceive just from the way they dress. For example a persons taste on music, culture and ethics could be judged from their outward appearance. It is very common and only human to make pre judgements. When people place themselves into style tribes they take on these other pre conceived ideas that are associated with their chosen niche.

We were then given the challenge to appeal to a certain style tribe of our own, whether it be an already existing group or a new one. We had to create a mini mood board with images that would relate to our target consumer. Our images had to be related and reveal what type of people we would want to make our target buyers. When selling a brand this is essential as you must appeal to a range of people in order to be successful. I decided to aim my products at “The girl next door” tribe. For this group I collected images which I thought were appropriate to this genre. From an image of pop newby Lana Del Ray to “This Mornings” presenter  Holly Willoughby. I felt these women had a fresh feminine and floaty look. Their sense of style if very girly and frilly which appeals to me on a personal level, I felt I was able to relate to this style as I admire it myself. The colour palette for my style is pastels and creams with the clothing presented neatly with clean lines. We were asked questions on our worksheet from what would your buyers interests be to which celebrities represent your style well. Here are some images from my mood board below.

Celebrities my girly girl glam style would relate to,