Skeleton Plan

The skeleton plan was also required as part of the assignment, it was there to help us divide the 3,000 words into the appropriate sections we see fit. At first i done a mind map of it as a visual thinker i thought it would be easier for me to do it as a mind map before i transfer it onto a word document and it proved right :).

here is my mind map:


These are the sections i will include in my essay:

  • Introduction/Methodology (200 words)
  • Social grouping (700 words)
  • Social identity (300 words)
  • Research questions (1000 words)
  • “Chav” culture (250 words)
  • Burberry (500 words)
  • Further research will include (80 words)
  • Conclusion (100 words)

Altogether this gives me a total of 3,130 words the minimum being 3,000. Introduction/methodology is; what the aims of the essay are, what i will explore and try to understand about the topic, what it/i will uncover in the process so maybe unforseen information that can be useful in the essay context and the action taken on my behalf to help find out the relevant information.

Social grouping will include; what is a social group (what are they) theorists Henri Tajfel on the social groups and social identity, an example of social groups where they are seen and a comparison between the social groups ‘mods’ and ‘rockers’.

Social identity theory in other theorists words (Dario Perez & Stephen Worchel) and when it is applied.

Research questions; The three main questions i’ll answer on the essay are the importance of wearing branded or non-branded clothing, the effects of branded clothing on social background behaviour and the ethical issues of fashionable clothing.

“Chav” culture; the topics covered in this section are what is a “chav”, their behaviour and attitude in public or between their groups and social class.

Burberry; I will be comparing two images of people wearing the same brand so the first image will contain “chavs” wearing the Burberry brand and the second image will consist of classy models wearing the same brand, then a comparison will be made into how the perception of the same brand can be so different, then a paragraph on the social implications of the brand.

Further research; further research will be carried out to help me find out more about social groups, so more research questions will be addressed for example is income a contributing factor to social groups across geographic locations in wearing branded or non-branded clothing, interviews with company directors who own their own clothing brand, i feel this is important because it allows me to approach the topic at hand from a different angle that is from people who create the brands for others to wear, history of the brand Nike, its social implications and representations and a comparison to the Burberry brand mentioned in the essay.

Conclusion; This will conclude everything i have found out so far from research about the effect of branded and non-branded clothing social groups and individuals.


Research: Questionnaire

As i wanted to find out more about people’s involvement with clothing brands i conducted a survey based on 10 people from Broadstairs in Thanet and then another 10 people based in South East London, this allowed to gauge whether a geographical location plays any part in what social groups wear or not. I also contacted two company directors that own their own clothing brand and hence created a different questionnaire to find out their involvement, i wanted to come at it from a different angle that is people who produce these brands for social groups to wear, that way i can come up with an understanding as to why people wear branded or non branded clothing and whether financial issues are a determining factor in those choices.

The questions i asked for the survey:

  1. Are you male or female?
  2. How old are you?
  3. Are you employed? (if no go to Q6)
  4. Do you get paid (weekly, fortnightly, monthly, other)
  5. What is your average income?
  6. Do you have any other sort of income, (if yes) what is it and how much do you roughly get?
  7. Do you wear branded clothing?
  8. What are your favourite clothing brands and why?
  9. When you go clothes shopping, how much do you roughly spend?
  10. Would you rather wear Nike or Burberry, Why?

Of all the males i asked in South East London only two said they don’t wear branded clothing simply because they didn’t see the point they just buy what they like regardless of brand whereas the other five said yes stating, it makes them feel more comfortably, they like to dress fashionably, they prefer the styles and the fit of the branded clothes, interestingly avoids brands that are too bold they like the label relatively discreet and they don’t want to be a walking advert just to prove they can afford it, lastly one said they wear branded clothing so that superficial inferior people don’t look down on him interestingly he didn’t have a job and only had an income of £75 a week his favourite clothing brand is Hollister because of their slim fit. In my results i also noticed that two who were unemployed spent from £60-£120 when they went clothes shopping whereas the others spent relatively less even though they were employed. They also all chose Nike

These are the questions i asked to the company directors:

  1. What made you decide to start your own clothing brand?
  2. Who is your target audience and why?
  3. What do you think your clothing brands offers to its audience that other competitors don’t?
  4. How much do you charge for your clothing products and why?
  5. What does it mean to you when you see someone wearing your products?
  6. Do you wear branded clothing yourself?
  7. Ho much do you roughly spend when you go shopping?
  8. Would you rather wear Nike or Burberry?

Mixed Media Essay

After the poster was submitted it was now a case of transferring and adding additional data for our mixed media essay. Upon reading the brief it was clear that we have to produce a 3,000 word essay and a skeleton plan that will indicate the structure of the dissertation. After discussing with my tutor she helped me figure out the general structure of my essay as i was quite unsure. She simply said to follow on from the research poster, as that is primarily how the essay and ultimately the dissertation will read so it flowed. For the research poster my general structure read; introduction, research question, methodology, literature review, references and then conclusion so that is similar to what will be included in the essay first of all but then other sections will be added when it comes to the dissertation.

Research Poster

Once i read over the brief to make sure everything was intact i realised that i hadn’t referenced my images of the logos that i used at the top, of the bar code used on the price tags and of the CCCU logo so i revisited where i got the logos from, the bar code and the metal door handles and added another price tag to reference each image that was not of my own on the poster as required by the brief. The added tag is at the bottom right of the poster named references.

Research Poster

Before i delved straight into the poster i wanted to make a plan so i was comfortable with what the structure of my dissertation would be. The final sections that i had (in order) were introduction,bresearch question, methodology, literature review & conclusion. I felt this was the appropriate sections that i needed for the basis of my dissertation structure & poster. I wanted to make sure that a novice would be able to read my poster without me having to explain it so i made sure that the wording was also accurate and not to complex, once i felt ready i put the information onto the poster.

As a draft i done a few sections and printed it in order to see how it looked, making sure fonts were legible and images were not too big or pixellated which could possibly detract attention from what i was aiming to focus on and whether the visual aspects were okay or if anything needed tweaking. Whilst printed i used this opportunity to get the vibe of how accurate my poster is or wasn’t at this stage, so i asked a few people (whilst covering the title) what they thought the poster was about without me or anyone else explaining it to them. Two people said it was about shopping and one said it was about clothing brands from this i thought i was on the right line in terms of visual aesthetics all that remained was for me to include the rest of the information (which i got from my plan) to make it that more clearer. One also suggested that i add bar codes to the price tags to emphasise what they are so taking that and everything else into consideration i went on ahead to finish my poster.

This is how my poster looked once i had finished it, i added the necessary topics & suggestions given by others to make it visually and technically more accurate towards the topic that i would be focussing on. I was pleased with the overall outcome once i had finished as i felt i had done what i initially set out to do in terms of visual aesthetics i also was able to cover the subheadings accurately in relation to my topic making the dissertation structure that more understandable. My approach was literally for somebody else to be able to understand what i was aiming to do if i were to hand them the poster and not have to say a word, i personally felt it was achieved but to what level.

Research Poster


This is how my design layout looked once i had implemented it into Photoshop. As you can see i changed my mind about deciding to have the shelves so instead i chose to use price tags as a way of accurately trying to demonstrate what my topic will be about as the brief says. I’m not eniterly sure if this does the trick but i think it was a better idea than having the shelves because when you see a price tag you think of…

Literature Review

I found several articles, journals and books that i felt relate to the topic that i will be discussing in my essay, it’s just a matter of going through the documents and finding out which ones directly relate to my subject or not.

Here are a few of the documents I’ve found:

Design Anarchy: Kalle Lasn

Subculture, the meaning of style: Dick Hebdige

Branding & advertising: Seema Gupta

These are the pieces of information I’ve found so far based on what i want to talk about but as i said i will go through each one to know whether they’re actually relevant or not.