100 People were asked.
Top: 13
Trousers: 13
Skirts: 6
Shoes: 17
Socks: 1
Accessories (scarves/hates/belts/leggings) : 5
Dresses: 7
Jackets/Coats: 12
Underwear: 8
Jeans: 18
Swimwear: 0
Out of 100 people asked: 83 said they made their first judgement on what the other person was wearing.
I also had a initial idea of trying to re-brand clothing. Changing how people view clothing brands. So I wanted to get an idea for peoples opinions on certain brands. I asked a smaller sample of only 10 people.
I chose a range of brands to try and vary the research.
Quicksilver: Skater /Extreme sports/ Chav / Outdoorsy/
All Saints: Cool/ Edgy/ Expensive/ Overpriced / Grungy
Kurt Geiger: Old/ Smart/ Overpriced/ Classy
Topshop: Nicer/ Average/ Common/ Normal
Abercrombie&Fitch: Preppy/ Dad's wear it/ 13-16 age group/ Jock
George (Asda): 'Eugh'/ Poverty/ Tacky/ Cheap/ Nasty
Gap: Denim/ Tradition/ Teengaers/ Children/ Plain
Zara: European/ Trendy/ Stylish
Burberry: Nice, but not/ Chav/ Common
Reiss: Unknown/ Classy/ Fashionable
Levis: Anti-fit/ strong/ durable/ quality/ parents wear it
It was interesting to see how common and strong certain brand images were. Changing the image of something, however, may be too complex. You might be able to surprise people with the cost of clothes due to different advertising, however, people buy Asda clothing due to it being cheap, not because it looks expensive. It would be inappropriate for Asda to advertise their clothing like that because they would not be promoting their products to the wrong consumer.
After a discussion with Jo, I also felt needed to go back to the brief and remind myself of the '100'.
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