1. Research into competitors and market
http://www.youtube.com/watch?v=0bdGEX1vEng
A lot of Carhartt’s poster advertisements are very simple but interesting because they have been
drawn by an illustrator but the photos look so close to realistic it makes you think otherwise. The
product they are trying to sell or show off is put onto the character but it is made to look like
standard portrait and the jacket isn’t the centre piece which I like.
http://www.youtube.com/watch?v=CO3Pl4IgxDg
For all the 2012 campaigns the brand hired the artist SHOHEI to do their posters which were to be
put in their look books and in magazines, I intend to obtain the simplicity but obviously cannot have
the drawing as good as that.

2. http://www.carhartt-wip.dk/blog/138-carhartt-wip-fallwinter-2012-illustration-ad-campaign-by-
shohei-clip-3
The illustrator did about 8 drawings for the company each showcasing a different product by the
brand mainly covering male clothing but having two which covers the female showing the diversity
in the brand but still shows that their main target audience is mainly male.
http://www.youtube.com/watch?feature=player_embedded&v=BeAcgPtOjPk#!
A long with the drawings the company released 6 videos with stop motion clips of the artist bringing
the pieces together which adds to the interest because when I first looked at the images I thought
they were edited images but the fact you can see the time and the talent that the artist has makes it
that much better. This campaign makes the company so much more diverse compared to most
clothing brands which use a standard photo image, it makes them stand out from the rest. They
have taken an artist who no one in this country will know much about and widened the amount of
people who take interest in his work due to his incredible talent. What makes the artist SHOHEI from
Tokyo interesting compared to other artist the only equipment he uses when drawing is a ballpoint
pen and a marker.
After looking on popular clothing websites the average price for a branded t-shirt is about £25for the
middle class brand of clothes then the cheapest being £10 but only being because they are on
clearance so I have changed my mind on the price of my t-shirt being £15 to £19.99 RRP because
that is still cheap for people to be buying but not too expensive and out of the public’s price range.
But charging £15 I feel the brand wouldn’t be taken seriously as a top quality brand. Brands such as
Adidas, Trainerspotter, low end Nike, low end Carhartt & Vans are my main competitors on price but
what gives me the upper hand on these brands is that their products cost £25 so my product will be
an appealing product but will be cheaper than the market which makes the public more interested in
my product as it is cheaper. This information was taken by looking on SIZE? This is a chain of clothing
and footwear shops around London.
http://www.size.co.uk/clothing/t-shirts/#q_back6

3. Identify range of materials you need to use
When creating the product I will be using a lot of different formats in the design process mainly
Photoshop for creating the logo and designs and then Indesign before printing onto the t-shirt I will
be putting on the t-shirt template before sending that file off to the t-shirt printing company. Initially
for my first print I will be using a crew neck short sleeved 100% cotton t-shirt and simply just getting
a print on copy of the logo and getting them printed on one copy of the t-shirt. After I have received
the money to print the product on a larger scale I will be going to wholesaler who works with other
brands and asking them to print the t-shirts for me at a cost. There are two brands that I have been
looking at and I know are well known for the quality of the t-shirts and prints. The recognition of the
brands which they have been used by makes it clear that they would be a good choice to use. I
would either be using Champion who is mostly known for making basketball t-shirts but other
brands such as toomuchposse have used them for the printing of their hoodies and sweatshirts, but
for a t-shirt which will be unbranded I would use American apparel.
Images links: http://3.bp.blogspot.com/-YPhVnRaElIQ/TYutOFN5OjI/AAAAAAAABLE/vltTAco_-68/s1600/Picture+9.png
http://thestyleraconteur.files.wordpress.com/2011/03/too-much-posse-spring-11-grey-sweat.jpg
100% Cotton T-shirt – Matalan for first draft
Iron on print of logo
50 x 100% cotton T-shirt – Champion, printing logo on T-shirt
The skills of my own that I used for the making of this product was the creative designing of the
written logo then rearranging it to get a better looking final piece. I am most proud of how the two
different words complement each other in the way they are completely opposite. As I am doing
most of the project on my own I will not need outside help apart from the help of an illustrator to
draw up a picture logo for the brand as I am not a very talented artist.

4. Production management requirements
For my project I will not have to manage anyone apart from myself and the illustrator making sure
the logo is received on time for the pitch, but if I had a team which was doing the roles which I am
taking on myself I would leave have people doing the designs and printing of the t-shirts then have
another team taking care of the promotion and advertising of the products.
Appropriate content base for target audience
The product has to be desirable by the age group it is mainly going to be aimed at, which is the age
range of 16-25 so at these ages people enjoy the party lifestyle and looking sophisticated but
current. The urban style is what I am going to be aiming at so this consists of graffiti, hip-hop,
skateboarding, clubbing & branded clothes. Using these things in the advertising of my product can
be done by for the magazine insert the photos hoot which is going to of been done is in a graffiti’d
location in a recognisable area of London which is known for its urban roots. Places like Shoreditch
and brick lane are well known for younger people to go who are in to hip hop and house music head
to and party or shop for clothes because of the shops around the area both vintage and modern
shops. Looking at these areas could be an ideal way of advertising the product because I could put
posters around location or ideal clothes shops.
Research into production techniques needed to complete production
The process of production of a t-shirt is mainly in the designing process where you would need
Adobe editing software preferably Photoshop, InDesign & maybe illustrator if you are using graphic
transfer. Photoshop will be used to create the logo playing with different fonts then once added to a
t-shirt template the best program to use before printing to get sizing is InDesign. After this has been
done it will have to be sent in the dimensions and style you would like it too come out to the t-shirt
distributing company that you would be using.
Potential codes and constraints
The main problem with producing a product which is worn by the public is trying to make sure
another brand has not done the exact design as I have because could then be taken to court for
copyright, that can also happen with brand names too. The market has to be checked thoroughly
before actually advertising and producing a product, as it can bemajor money set back if you have to
call back stock because it is too similar to another brands and they have been informed about it.
When I was looking at fonts to use for the LDN section of the branding I was on Dafont.com which
stores different fonts which can be downloaded and used some which are free of charge and have
no legal constraints attached to them. One font that I liked the look of and downloaded I couldn’t
use in the end because it said the font could only be used for personal reasons not promotional and
moneymaking businesses.

6. Identify ways to address constraints
The ways that I am going to adjust my final product due to legal constraints is by taking a look at the
market before hand and reading the small print on fonts or images that I may be using, as the
picture above shows.