Introduction to Digital Publishing - The Brief

Digital publishing has revolutionized the way we interact with fashion media and retail. Through this assignment students will build on styling skills and translate and develop acquired knowledge both editorially and commercially for this ever-expanding medium.

1. Online Digital Journal showing Research and Development (Written/Visual Assessment. Final blog post to be a 500 word Proposal outlining the concept and plan for your final Project (Written Assessment 1)

2. Final Outcome: PROJECT – consisting of digital layouts for your online fashion shoot (Project Assessment 2) call sheet and evaluation. 

TASK 1: Explore and analyse digital media in fashion and its use of styling.

• Explore new and existing uses of digital publishing including editorial, advertising and eCommerce – what is new and who is the best?

• Look at various types of fashion imagery used online including photography, animation, gifs, film and new technology

• Look at tablet use within the fashion industry including apps and digital magazine/newspaper editions

• Discuss and research any new trends in digital publishing

• Expand on how to use various IT programmes include InDesign and Photoshop for digital publishing. Introduction to using MUSE within technical sessions.

• Explore innovative concept developments showing awareness of trends in this medium and what looks old and what is cutting edge.

Task 2: Choose a digital site from the list on MyCourse to work for on your project and to research.

Topshop

TASK 3: Formulate a comprehensive customer/reader profile for your chosen site to be submitted with your final presentation. This is to take the form of an online Journal, via a dedicated blog site for this project set up by the student, accompanied by a 500-word Proposal explaining the concept and thought processes behind the final Project. Blog posts to include:

• Reader Profile - Once you have selected a site from above you need to research the target market/readership. You must understand who it is aimed at and construct a customer profile. Who clicks on to the site? What is the demographic of the reader? Who is it marketed to?
• Brand Ethos - What is the ethos of this site? Do they have a mission statement? What is their identity or image? What brands are used editorially or commercially within? What celebrities/models are used, if any? What is the overall graphic saying? What is their message? What is their unique selling point?
• The Competition - Who are the sites rivals and how do they stand up to the competition?
• Reflective observations - Log your thoughts and perceptions within your blog. Display your understanding of the medium and methods of styling and how they differ, if they do, from traditional publications.