MA Graphic Design

Tuesday

The viability of the sportswear brand

A significant growth of sportswear market

While the percentage of purchasing formal suits in Europe decreased from 33% to 17% between 1963 and 2007, the consumption of sportswear and casual wear dramatically increased from 9% to 30% during the same period.

The massive expansion of the sportswear market in the mid- to late 1990s which ran in line with the casualisation of dress codes generally, not just for younger consumers but also for older ones, has to come to a halt. This does not necessarily mean that sports fashion has gone into decline. The continuing popularity of the trainer as the footwear of choice for a wide cross-section of the population as well as that of sweat and track tops, track pants and other items as comfortable, practical clothing is a demonstration that this is not the case.
(Buying director, mail order group of Mintel, 2006)

In this market, retailers have been forced to define more clearly what they are selling: Is it performance clothing for active sportswear, a fashion statement or simply a comfortable, practical and modern form of clothing?(Managing director, outdoor chain of Mintel, 2006)

Why do I want to conduct this project?

The reason why i have decided to create the sportswear brand is that sportswear market is growing dramatically. While the men's formal suit industry is decreasing, the sportswear market is increasing gradually. Moreover, sportswear brands are expanding their market to the casual wear sector. According to Mintel survey, many sportswear and casual wear brands are focusing on clarifying their brand identity because of this phenomenon. And the graphic designs and branding identity designs of them are very crucial factors in in communicating the brand identity to consumers. And there have been needs for new graphic design and logo types which can reflect rapidly changing young consumers’ desire and can communicate a brand’s concept using an integrated graphic design scheme.

Other brands

History

The Lacoste company was founded in 1933 and takes its name from Rene Lacoste. Rene Lacoste did not like the traditional shirts used for tennis and teamed up with Andre.

Origin of the Crocodile

The American press nicknamed Rene Lacoste the "Crocodile". A friend of Rene's,

Robert George, drew a crocodile.Embroidered on the blazer that he wore on the court from then on.

Quality - They use high-quality materials combined .

Simple - Most of their products have a clean simplicity to them.

Detail - Lacoste likes their shoes to be distinctive and easily identifiable.

Fine details are very important to them, from the color of the stitching to the shoe lining.

History
Fred Perry was born in Stockport, England and he is famous as the last Englishman to win the Wimbledon men’s singles title.
Fred Perry was the World’s No. 1 tennis player from 1934 to 1938.

Fred Perry collaborated with Tibby Wegner to invent the sweatband in the late1940’s and the pair then went on to launch a sports shirt in 1952 (at Wimbledon).

The Fred Perry laurel logo was based on the old Wimbledon symbol.
Fred Perry polo's have been associated with the Mod scene for years.
British brand while expanding into a global market.

Among the changing sportswear brands, I chose Lacoste and Fred Perry as examples to closely examine. Because they are undergoing dramatic changes to branch out to the casual wear market. Therefore they have both the original trait as a sportswear brand and the creativity and uniqueness as a casual wear brand.

By comparing with other brands in the ‘Price: (high to low) (Functional to fashion)’ matrix diagram, pursuing brand will be located at the ‘Fashion and high price sector’ along with brands such as Lacoste and Fred Perry’.

Sportswear brands

History of Sportswear brands

In the 1970s, sport wears focused on color scheme like team-colored sneakers. At that time color was just as important as brand. By the mid-1970s the advent of b-boy made sportswear brands have a strong association with creative subculture and this phenomenon has had a strong impact on sportswear market until the present time. It means that expressing the youth culture and its creativity and uniqueness is the most important factor of the sportswear brands now

Intercity, 2008.

Many sportswear brands used to focus on communicating the strong and fast-moving images of athletes and the function of clothes as a uniform or a sportswear.

"Is it now more important for sports brands to be fashionable or to be functional?"
Art director Nathan Gale said that fashion is a huse part of any sports brand's adenda. unfortunately too many manufacturers seem fixated on the past, meaning not enough new models are being released(Nathan Gale, 2008).

Sunday

Packaging

Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale and use. Also refers to the process of design, evaluation and production of packages.

Package labeling is any written, electronic or graphic communications on the packaging or on a separate. some requirements and symbols exist to communicate aspects of consumer use and safety. Recycling directions, resin identifycation code and package environmental claims have special codes and symbols.

Thursday

'All day I dream sneakers'-Adidas

All Day I Dream About Sneakers was a project created for adidas Originals, inspired by the brand’s creeds of ‘Impossible Is Nothing’ and ‘Celebrate Originality’. The project showcased the story and kicks created by the world’s original sneaker freak, Herr Fritz Träumer - a mythical sneaker designer who dedicated his lifetime to constructing the most original range of sneakers ever seen.