Week Four

THURSDAY -
My group and I after doing brief research have decided to research further into brand Boy London. So far we know that this brand was once hugely popular but in recent years has started to become more unpopular amongst its target market. With this in mind we decided to go to Shoreditch where its flagship store used to be located, and where we could visit Box Park, which has many independent and chain pop up street wear brands. First we went to where Boy London used to be but has now closed down, I decided to take some images of the area that the store used to be in. I found that this area was not really the best area for any brand as it was out of the way, not so easy to get to, compared to their competitors.

Boy London old flagship store

Shoreditch

 We then started visiting other streetwear shops in this area,we mainly looked at hype and carhartt to understand how they present themselves as a brand. We looked at the brands aesthetic such as store layout, colours, branding as well as how the products we presented. We also interviewed several storeowners. First was talking to the hype store manager, he talked to us about hypes popularity and it as a brand. He mentioned that hype wasn't a brand concerned with establishing its name in high quality products but was more focused on fad fashion, appealing to a large market selling a large quantity of stock but only for a short amount of time.

Hype (outside)

Hype (inside)

Carhartt

Carhartt shop aesthetic

By interviewing a variety of different people who all have an interest in streetwear I believe that our group understand our market much better, we have also learnt that many people used to be a fan a Boy London but have started to go off them because of their more ‘commercial aesthetic’, ‘over branding with the logo’ and turning into a brand that was ‘more concerned with making sales than sticking to its heritage’. I will make sure to consider these points when in the rebranding phase of the project.