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: 2020-09-24, 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:216:636906
• 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