After stating in the last task that I don't have a specific client group, I've researched into which one is closest and most relavent to me now which happened to be the fashion industry; the fashion house's look books and branding.
>>Fashion Industry////Fashion designers/Fashion sellers/Fashion buyers/Fashion boutique/Look Books/Branding and identity/Shop signage/Shop window display graphics////
>Local// Blue Rinse vintage Clothes Shop
>National// Pop Boutique
>European// Onitsuka Tiger/Fashion Boutique/ Paris
>Transnational// Oak/ Vintage Fashion Boutique/ New York
PEST
>Political//Local businesses can deliver and distribute easier as they are on a smaller scale, unlike Transnational businesses which rely on sea and air freight and larger distribution networks which then brings into play things such as green initiatives and carbon footprints. The wave of sustainable packaging and ethical branding also effects businesses and the need of design that reflects clients ethical values. Larger clients are much more commercial and this will be reflected in the branding while local companies have a more independent image and brand.
>Economical//Local companies will never have the resources that larger transnational companies do, they will instead rely on local trade and charge at a lower while distribution cost while be higher due to the smaller amount of stock needed. A larger national or transnational company however will order more and the price per item will be lower, they will also pay more for advertising and publicity.
>Social//Trends are forever changing and at this moment in time vintage clothing is the current style. The result of this has been phenomenal with small boutiques which has given them plenty of local trade. However the larger companies have caught wind of this and have produced similar styles but with the 'big label', which will always appeal more to the masses; having big label clothes which show off your style or how much money you have or may seem to have.
>Technological// Internet shopping has taken the fashion industry by storm and now a great percentage of shoppers don't even leave the house to get their clothes. Smaller boutiques have started to develop their online presence in order to catch up to the bigger chains who already make a massive profit from online sales. The effect on design can vary, designs can be easily transferred digitally to the web and websites can be built but only if the designer has the web developing skills.
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