Od ideje do realizacije brenda Šuljice

master's thesis

• Author: Matea Biršić
• Mentor: Maja Strgar Kurečić (mentor)
• Committee member: Lidija Mandić (član povjerenstva)
• Committee member: Maja Strgar Kurečić (član povjerenstva)
• Committee member: Ante Poljičak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2020-9-24, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Ovaj diplomski rad temelji se na realizaciji vlastitog odjevnog brenda Šuljice

namijenjenog isključivo ţenama, kroz grafičko dizajnersku i fotografsku prizmu. Brend

Šuljice bavi se izradom ţenskih gornjih odjevnih predmeta. U teorijskom dijelu rada

objasnili smo što je brend i na koji način ga realizirati. Od istraživanja tržišta, preko

brend strategije i pozicioniranja istog. Na koji način koristiti digitalne medije za

oglašavanje te koja je uloga fotografije kod oglašavanja modnih brendova. U

eksperimentalnom dijelu rada detaljno smo obradili vizualni identitet, snimanje

fotografija proizvoda koji brend nudi i korištenje društvenih mreža kao kanala za

promociju i privlačenje potencijalnih kupaca. Isto tako usporedili smo jedan od

postojećih modnih brendova s brendom Šuljice kako bi naveli prednosti i nedostatke

istog te pokušali konkurirati navedenom. Digitalna fotografija u ovom slučaju igra

veliku ulogu jer prenosi vjernu sliku proizvoda kojeg predstavljamo potencijalnom

kupcu i ciljanoj skupini pa se stoga dio rada fokusira i na suvremenu modnu i produkt

fotografiju i estetiku iste. Naime, kako se ovdje radi o gornjim odjevnim predmetima,

najčešće bijelim košuljama, fokusirali smo se na to kako fotografijom najbolje prikazati

takav odjevni predmet. Spomenuli smo i promociju modnih brendova kroz povijest pa

sve do danas i kakvu ulogu društvene mreže imaju na razvoj određenog brenda.

Abstract (english)

This diploma thesis is based on the realization of Šuljice clothing brand intended

exclusively for women, through a graphic design and photographic prism. The Šuljice

brand is engaged in the production of women's outerwear. In the theoretical part of the

paper, we explained what a brand is and how to realize it. From market research,

through brand strategy and its positioning. How to use digital media for advertising and

what is the role of photography in advertising fashion brands. In the experimental part

of the paper, we elaborated on the visual identity, taking photos of the products that the

brand offers and using social networks as channels to promote and attract potential

customers. We also compared one of the existing fashion brands with the Šuljice brand

in order to list the advantages and disadvantages of the same and try to compete with

the above. Digital photography in this case plays a big role because it conveys a true

image of the product we present to potential customers and the target group, so part of

the work focuses on contemporary fashion and product photography and its aesthetics.

Namely, as these are outerwear items, most often white shirts, we focused on how to

best show such an item of clothing in a photograph. We also mentioned the promotion

of fashion brands throughout history until today and what role social networks play in

the development of a particular brand.

• Keywords: brend; odjevni predmet; vizualni identitet; digitalni mediji; fotografija; društvene mreže
• Keywords (english): brand; clothing; visual identity; digital media; photography; social networks
• Language: croatian
• URN:NBN: urn:nbn:hr:216:966317
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Graphic technology; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2024-04-18 23:28:52