1. Critical Debate Of
The
Brand Release
Of
From a first glance at the brands logo I have noticed it has a modern twist on the
name, it can be perceived in two different ways. The ‘Classified’ section is written in
calligraphy, which looks smart and sophisticated as the script writing is seen as a
professional way to write and then the section labeled ‘LDN’ which assuming means
London as that is where the company is based has a very urban feel to it which is
often related with London it is seen to have a very urban and graphical scene for
youths with such locations as the Banksy tunnel underneath waterloo bridge where
it is legal for people to do graffiti underneath. For a brand in London I feel that it will
fit quite well into the 16-25 age range as the brands logo still has an appeal to people
of an older age as it is not too in your face. The one thing I do feel the brand is
missing is an image logo that would give the buyers something extra to look at and

2. appeal to them also opening up the opportunity to do bigger spread images across
the t-shirt. I would like to see a wider range of products coming from the band but it
is expected to see the first release small just in case all doesn’t go well on product
turnover.
The genre for the brand I believe is as I mentioned before very urban so looking into
that subject there comes a lot of underlying sub genres from different sports, the
music listened to, events that the people attend and of course the clothes that they
wear, so this gives the brand an opportunity to appeal to a wide range of people but
could also deter some people as they may believe the product is to set to one genre
and is not open others if all the advertising is in that form. A brand who’s advertising
is on point and is an extremely renound brand is Carhartt recently all of there poster
designs have given the effect that they have been drawn, in particularly one which
stands out is a group of images drawn by the illustrator SHOHEI. The thing which
gives the brand the upper hand is the money they can put in too there campaigns
and it proves, it catches the eye of the consumer. Carhartt’s target audience is a lot
wider than what Classified have aimed at as the brands logo is so simple that it
cannot be defined to one particular demographic, the only thing which it isn’t is
sportswear like football as but more towards extreme sports but the brands product
range is wide from work wear to ski wear which gives the brand a wide variety to
aim at.
As I have said previously I
believe that the company
need to have a wider
selection of clothes so
that the consumer has a
variety to choose from
and different tastes can
caught then again that
will lead to the widening
of the market. I
personally like the fact
there is little content on
the t-shirt and believe
that subtle is a suave
image to take but some people prefer t-shirt designs which are extremely out there
with pictures and colours this may want to be considered for different designs as the
brand grows.
The brand is shown how it matches the genre by its advertising, the poster comes
across scruffy but still looks well edited, especially with the tape in the corners which
I think adds a great effect to it. The model gives it a rugged look and matches the
genre of urban and he looks the age of the demographic I believe is set at with the
16-25 year olds. The environment of the photo shoot matches the graffiti style text
that has been used for parts of the branding of the product. Once again I do feel that
a character or brand image is needed to top off the brands image, it could make an

3. appearance in the corner of the poster and could lead to other branding, advertising
and market opportunities for the brand if they did so.
As the brand is extremely new on the market I was not expecting it to blow up
straight away and be the next top selling brand but the brand helped themselves
along the way by promoting it in magazines which built up the hype before the
release and made it clear to people who may not have noticed it before. I read a
figure that “for every £1 spent on advertising you get £5 back” makes it clear that
advertising is key to getting the product out there, Carhartt are who I took my
inspiration from, as well as magazine posters they release free look books into there
stockist’s before they come out so that the shops can give these to the customers in
their shop and have a look through the products and then go back to buy them if
they are interested. The advertising campaign in particular I looked at was the
Spring/Summer, Fall/Winter 2011/12 collection where they added a promotional
video a long with some of the drawings which they hired the artist to do them
SHOHEI. This meant that followers of the artist himself would become interested as
he posted the video on his blogs, the artist is extremely well known in Tokyo that is
where he is from. The audience expect a lot more from what carhartt would be
releasing in comparison because they are so renound and have a worldwide status.
By the looks of the advertisement it is only aimed at the male sex which means they
may have lost out on money by not opening up there options by creating products
for females. As I said before the brand are still in their beginning stages so as the
brand expands so may there range of products. The fact that they don’t advertise to
women does not mean that they could not buy the products as it seems to be a
craze at the moment for women to wear men’s baggy t-shirts and jeans so if they are
interested in the product and it appeals to the demographic which they class
themselves in its possible they may buy it.Carhartt do make women’s products and
advertise to them but in comparison to the amount on money they put into the male
sections it is miniscule. For the release of the collections I previously spoke about
there were 8 videos made of the artists drawing process but 7 of the 8 images are of
males wearing the product and one of a female.

4. Any product is open to be bought by anyone of any
age it just depends whether they are interested in
the product but by the age of the model in the
advertisement it makes it clear that it is more
focused on the younger generation it can be made
clear that he is younger but not below 16 because
he has a beard and if they were trying to aim it at a
younger age group it would have smaller person who looked a lot younger.
Sometimes age can be mistaken but for males if you pick someone aged 20-30 years
old they are going to look much the same so it can be used as an advantage of the
age group that it is aimed at. Carhartt’s advertising campaigns seem to be aimed at a
higher age group than classifieds but still appeal to the younger generations as well,
but carhartt cover clothing from children’s all the way through.
I feel that this product appeals to people as it carrys both an urban appeal and still
has the brand name which can appeal to a wider variety. I think the brand has found
a niche in the market that will be taken in well by a lot of people in the 16-25
generation. The brand logo is simple but in my opinion you do not want something
which is to in your face as I have learnt from looking at the Carhartt brand a lot of
there branding is subtle but still looks sophisticated and smart.