(all from lecture on 30.09.09)
Claire Foster, Associate Editor, Footwear & Accessories
This space was rented for a 6month period in Birmingham city centre, Claire along with her partner in the business sold vintage clothing, as well as securing some designer labels to sell alongside her own collection. This was a major learning experience for Claire and she believes it not only helped her develop as an individual but learnt about financing, buying, marketing, press, womenswear and accessories. With this knowledge she moved her collection to Manchester to embark on a 2-3 year long project. She had a shop and a market stall where she sold her collections seasonally and was gradually building contacts.
Claire also did freelance styling and journalism on the side and her main advice is: “Put yourself out there, Make as many contacts you can!”
Her work experience background was the most inspiring as she did a stint at i.D magazine and in the press office at YMC which allowed her to get an understanding for the different levels of the industry especially in Press and Editorial. It is ironic she had experience in editorial and PR as the WGSN office was described by Mark Tungate as similar to a ‘bustling editorial floor of a major newspaper with dozens of journalists tapping away at keyboards.”
However securing her position at WGSN was not a walk in the park, she had heard of the position from a friend who recommended her to it. Before her first interview she had to write a trend report, which then secured her the position as associate editor accessories, and footwear, which she has now been doing for three years.
WGSN has many different levels to the company including trend analysis and future trends, which Claire is responsible for contributing to each section in her specialized field. Time scales for each project varies and Claire can often be doing 3 reports a week along with the help of commissioning freelance and international contributors.
The London Headquarters currently has 100 people as part of the global WGSN team, which stretches to L.A. New York, Japan and Melbourne. It is important for them to have a grasp of what trends are happening around the world. They will often have assignments which requires them to visit a location whether it be home or abroad and then collect all findings from that city- street style, exhibitions, architecture, shops, films, magazines, events and report this all back to the team in form of a presentation. It is important for WGSN during these tough economic times that they report on worldwide highlights and trends as it is now believed many designers/ creative’s do not have the budget to do so themselves.
Claire had recently in June this year spent 5 days in Melbourne and 3 days in Sydney. She took an in-depth look at Australian Art, music, fashion and style and it was interesting because of the seasonal difference, 6 moths behind. Claire picked up that the street style was transitional and laid back casual. There was also a grunge aesthetic very D.I.Y 90’s feel. They had community Zines for the creative’s, and appeared to have a massive vintage obsession with well-kept specific shops. Punk street art was exposed through graffiti. The art scene there is very unique and everything is customized from t-shirts and sneakers to make shift galleries. Alternative music venues and gigs with bands called Bridezilla, red riders, SPUNK & Lions at your door.
Sydney Road- up & coming road with little shops it is developing from word of mouth. http://www.sydneyroad.com.au/
Exhibtions on at the time were John Brack, Cara Stricker, (see below)
I SPY LEVI’S®
A Levi’s initiative, which was a real world game and mobile treasure hunt, designed to get people talking about, and wearing Levis again. Hundreds of pairs were ‘released’ on to the streets of Australia and New Zealand, worn by Levis representatives. Twitter users could piece together clues (online or via their mobile) to locate the jeans and instantly win a pair by asking the wearer “Are those Levis?”. If they got it right, the person wearing the denim had to drop their pants, and hand over the jeans on the spot. The campaign generated plenty of PR and also satisfied Levi’s sampling requirements by getting the denim into the hands of the target (and vocal) demographic.
Claire’s role at WGSN means it is essential that she keeps up-to-date with blogs, music, films and street style (markets being her best hangout) and she will give weekly presentations back to the team.
WGSN look at seasonal trends 18months ahead, each trend pack includes 3 trend concepts, which has been devised by the team on the basis of an overall common theme. They will often get technology experts to come in and in and inform them on the latest equipment or developments, which may influence future trends. When developing items they tend to use a USEFUL method of going back to basics creating moodboards. The colour teams whom work 6 months ahead respectively will work with them to bring the overall concept together. When putting together a trend they will write details of the products listing where it has come from and where this may be developing. Under research & reference they picture all the influences, with illustrations and which turn into online downloadable pages.
WGSN not only keeps up to date with consumer needs but also recognizes the needs of there own customers (clients) they are aware of the industry budgets and have close links with marketing & PR teams worldwide. Revenue is created through subscriptions (around £2500) and they find that their consumers are quite vocal with their expectations and feedback. Being exclusively online allows them the advantage of being instantaneous and they are able to work in between seasons as the industry is becoming less seasonally defined.
What’s coming up for Claire herself?....
Looking towards sustainability and communication and also writes for the Guardian, she hopes to keep these external interests open. Also involved in consultancy which is mainly through her existing role she is currently working with Blackberry looking at potential accessory possibilities
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