OUGD401 - Practical Investigation - Synthesis Statement

Over the years, brands such as Timberland and Levi's have managed to convert their existing product into a different target audience just by using consumer focused advertising and product placement. Timberlands boots for example, were originally directed towards work boots until branding identity methods were used to manipulate the product towards the fashion industry, effectively doubling the possible client market and their profit margins. My practical investigation has attempted to locate one of these gaps in the consumer market and redirect and existing product towards a different audience using just advertising methods. My product chosen was wellington boots, I have used photography and branding to redirect the current target audience to a wide variety of diverse audiences. I have challenged traditional social conventions by using product placement in different environments to attempt to change the consumers view of the product. The context of the product has been changed and advertised as beachwear, and urban fashion. This will hopefully expand the current target audience of the product, this has been backed up using quantitive primary source research.