This is an article that I found to back up the point that Nike, although it is predominantly a sports brand; has conquered the fashion world. Their styles have waded their way as a necessity into everyones wardrobe. The quote I used from this article was:
“Nike Air Max has gained the “must have” wardrobe item position once again after 25 years. Air Max comes from the 90s when the celebrities had been seen sporting them. Celebrities like singers Rita Ora and Lily Allen, Twilight actor Robert Pattison were seen wearing these cushioned trainers. Even President Obama is a proud owner of a pair Air Max.”
This article was used to backup the success of Nike as a brand. It explains its history, and how far its come. Its based on a video done by the CEO of Nike Phil Knight. It explains Nike and how it growing to become better in all aspects.
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I used the quote: “One of the most recognizable brands in the world, worth 16 Billion Dollars in revenue alone, the shoe and athletics sportswear company “Nike” reaks of Success. Their products are considered high performance, new, creative, innovative, aspirational and also inspirational on and off the field.”
Henry Jenkins is a philosopher that is well known for his books on establishing the collision of multiple media platforms. In these two passages he introduces both media convergence and participatory culture.
The quote I used was:
“It is shaped by the desires of media conglomerates to expand their empires across multiple platforms and by the desires of consumers to have the media they want where they want it, when they want it, and in the format they want….”
This strongly relates to Nike as a brand, and how its expanding through technology and media to give the consumers a more than satisfactory experience. I made a connection to the NIKE ID feature and its technology to allow the consumer to be the designer behind products.
Nike plus is a feature on the website that allows consumers to download apps, or buy nike products that measure your activity. its a community based programme that runs on NIKE FUEL. Nike fuel is a way to measure your activity, the more active you are, the more nike fuel you get. The aim of this is to motivate your inner athlete.
Nike+ and Kinect is a combination of the gaming industry and Nike.
To create a programme that enabled you to do your workout in the comfort of your own home. Here are some shots of what it can do.
This personal trainer element is amazing. The programme catching your every movement allows the cgi personal trainer to correct your flaws when working out and encourage you to improve your workout.
This is the visual of nike fuel. This is something you can compare with your friends and family and compete with.
The nike app allows you to access the progress your making on your kinect to your phone.
These are snapshots from their website to promote NIKE+.
The nike fuel band is one element, that is a bracelet that tracks your activity and the amount of calories you've burned, steps you've taken and distance you've done.
These are all ways to engage consumer participation and play with the brand.
I wanted to focus on the features on the Nike website, and how they incorporate mass customization and allow the consumers to participate in the design aspect.
The Nike ID feature I've written about previously, is one of the key aspects I wanted to focus on. Through my research I found out about the Nike community, and Nike plus which are features that you can access from the main website and they all encompass participation and play.
MY ESSAY QUESTION:
How Nike digitally engages their
customers by participation and play.
The Nike ID feature on their website is revolutionary to fashion. Being able to customise any nike style shoe, change the colours of each aspect, stitch your name; personalisation in fashion and being able to express your identity uniquely is a huge selling point.
Heres a link to the website where you can design your shoe. The feature is very clear and easy to manoeuvre. You can view a 3d image and a 360 degree of your design and also save your designs on your Nike profile.
Here is how I customised the trainer from the link above, you can see that you can view the shoe from all angles.
Here is the NIKEID youtube channel that links to many promo videos that world renowned sports icons have taken part of.
Here are some news on the NIKE website about their Nike ID feature.
Its not just shoes that you can customise. You can also customise your sports equipment. Heres a bag I customised. I thought it was amazing that you had a choice of fonts when ID-ing your name on the bag. There is much less to chose from style wise, and they could expand the ID feature by making everything customisable. This could widen their market as the opportunities are endless.
Embellished clothes are very popular, they are not worn as everyday attire but are seen more as special occasion wear. You can have heavy embellished items or very lightly embellished designs. The more embellishment the more expensive the item is. Any item of clothing can now be embellished, here are some images of high end embellished garments.
The desired backless dress has adapted into many styles and colours and textures. Its worn for special occasions and many celebrities have promoted this style of dress. Here are some images of adaptations to modern day high street fashion.
Bruce Oldfield that designed the Evening gown we were comparing to the Club item, designed dresses for Princess Diana. Because she was an icon the style flourished and became even more popular. I Believe this is why its still alive today.
We chose to focus on this body conscious item from the club aspect , and this evening wear that closely represented the catwalk version of the club style.
The body conscious phase from the club was driven by advances In textile technology, being able to weave stretchable fibres into any material meant that you could create items that clung to every lump and bump.
Our task was to chose a style from the club element of the exhibition and then find its relative from teh catwalk aspect. The exhibition itself was great very well laid out and very clear, it created a great atmosphere. The outfits were amazing, some were relative to todays fashion some were just wild and wacky.
After seeing all areas of the exhibition I settled on choosing the Body Conscious element. It intrigued me because its something thats so popular today and I wanted to see how it all started.
Here is some information about the exhibition and some photos.
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