Techniques and equipment

Clean stylish, elegant and simple are the key words that will drive the style of images that I will create for this client.

Having fashion as one of their main hubs, the shots i will take will have  a seasonal feel, which also assists in giving it a now/up-to-date look and feel.

Lighting will need to be clean and soft, and sophisticated.

The old and the new...

Paying homage to the company's long established heritage, I think it pertinent to include, in the series of shots, props or elements that have a distinctive classical look to them. This will also help exemplify the modern aspects of the subjects

For the studio shots the lighting techniques should be consistent and similar with one another. This lighting connection will bring the group of shots together as a cohesive set and imply a sense of consistency and reliability.

For the location images I will again blend the old and the new for the same reasons as for studio images. Lighting will be shared by available light and any additional portable lighting that the scenes call for.

Equipment required will be

DSLR and back-up DSLR
Zoom lens/ or primes
Speed light
Studio lighting
Tripod
Triggers
HDR software
Image processing software
Tilt shift lens
Macro Lens
Reflectors
Product light tent/s-table

http://catalogues.davidjones.com.au/portal/dynamiccatalogue?CatalogueID=13312679809784&pageview=two

David Jones Target audience

DJ's have an almost shamelessly un-egalitarian approach to identifying and choosing their target market/demographic. As discussed prior, DJ's sets about  to attract the upwardly mobile (or aspirationally so) . These customers are wanting to avoid shopping shoulder to shoulder with noisy children, teenagers and uncouth individuals. It does so by subtly intimidating and exclusionary marketing and advertising techniques, that not only attract he customers they seek but detracting those that would rather not enter the store.

source : www.davidjones.com.au/about-david-jones

Ironically David Jones has recently fared as one of the poorest for customer service (Dec 12-2011), this however could be amplified by their customer base having higher expectations.

With an equal split between male and female customers, David Jones' flagship  Store in Sydney has two separate, but adjoined by overhead passageway, stores one each for the men and the ladies.  the style, layout, colours and lighting aim for the mid to late 20's shopper upwards through to the established more mature demographic.

Source : google images

Source : google images.

It is my intention to continue with DJ's current style of imagery, insofar as the images I produce will not only be seasonal sensitive, but capture sophistication by using subtle lighting techniques, and refined elegant themes. Overall there is nothing loud about DJ's pitch and I will respect that with the images that I take for the company.

Week 3 DJ's Past and present campaigns

Exclusivity, quality and class have been the cornerstone for David Jones' (DJ'S) advertising and marketing strategies ever since its inception.

Catering to the affluent as well as those aspiring to look and feel affluent, David Jones has sought to create a shopping experience. Aiming as well for a European feel to the store, David Jones borrowed ideas from international examples, and applied them to their stores, allowing their customers to feel, sophisticated, distinguished and special.

Aligning itself closely with high international fashion  trends DJ's continually raised its profile and public awareness of its brand, by hosting fashion events from overseas designers

Another iconic and immediately recognisable aspect of DJ's advertising has been its famous logo and type face

Slogans

DJ's have long positioned themselves with their slogan "There's no other store like David Jones", further propelling along exclusivity and quality of experience. However they have recently changed their slogan to  Was. Is. Always. David Jones...

DJ's current advertising remains similar albeit contemporised from its early days. Elegance, fashion, style. Their advertising images are clean , refined and have a "high end" and seasonal look and feel about them..

Week 3 David Jones' past and present advertising campaigns