Posodobitev stilistične podobe blagovne znamke Pletenine Špenko

Fidel, Jurij (author), Zorec, Petja (mentor)

Magistrsko delo temelji na modernizaciji stilistične podobe blagovne znamke Pletenine Špenko. Namen posodobitve je približanje blagovne znamke širši publiki, predvsem mlajši modno ozaveščeni generaciji. Skozi raziskavo najnovejših trendov modne industrije in kreativnim pristopom k oblikovanju stajlingov je bila ustvarjena sodobna oblačilna podoba, ki hkrati upošteva tradicijo omenjenega podjetja. Osvežena stilistična podoba bo ozavestila širšo publiko o obstoju blagovne znamke Pletenine Špenko ter ji pomagala pri ohranjanju relevantnosti na slovenskem modnem tržišču. V teoretičnem delu je poglobljeno obravnavana blagovna znamka Pletenine Špenko in bogata zgodovina slovenske tekstilno-modne industrije v času Jugoslavije, ene od takratnih vodilnih panog, ki je močno prispevala k industrializaciji celotne države. V nadaljevanju so opisane uspešne sodobne tuje in domače pletilske prakse ter pomen dela modnega stilista kot enega ključnih poklicev v današnji modni industriji. Praktični del je ob teoretični raziskavi podprt tudi s podrobno predstavitvijo aktualnih modnih trendov balletcore in gorpcore, vzdušnimi kolaži in oblikovanjem stajlingov za dotično blagovno znamko. Nazorno je predstavljen tudi izbor obuval, maske in pričeske, modela, fotografinje ter lokacije. Za uspešno komunikacijo s širšo publiko in predstavitev blagovne znamke Pletenine Špenko je nova stilistična podoba zasnovana posebej za predstavitev v katalogu in modnem editorialu ter na modni reviji. V obliki slednje bo blagovna znamka javnosti prvič predstavljena v sklopu ljubljanskega tedna mode Ljubljana Fashion Week (LJFW), oktobra 2023.

• Language: Slovenian
• Keywords: Modni stilizem, modni stilist, modni editorial, modna revija, pletenine, blagovna znamka, slovenska modna industrija
• Work type: Master's thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2023
• PID: 20.500.12556/RUL-149434
• Publication date in RUL: 07.09.2023

Secondary language

• Language: English
• Title: Stylistic image modernisation of Pletenine Špenko brand

Abstract

The master's thesis focuses on modernizing the stylistic image of Pletenine Špenko brand. The objective of this update is to enhance the brand's accessibility to a wider audience, especially the younger, fashion-conscious generation. A contemporary brand image was crafted, through extensive research of the latest fashion trends and a creative approach to styling, while also preserving the company's tradition. The refreshed stylistic image aims to increase awareness of the existence of Pletenine Špenko brand among a broader audience and ensure its relevance in the Slovenian fashion market. The theoretical part provides a comprehensive examination of the Pletenine Špenko brand and delves into the rich history of the Slovenian textile and fashion industry during the time of Yugoslavia. This industry played a significant role in the country's industrialization and was one of the leading industries during that era. Furthermore, the study highlights successful contemporary foreign and domestic knitting practices and emphasizes the importance of the fashion stylist's career in today's fashion industry. The practical part is supported by detailed description of the fashion trends of balletcore and gorpcore, mood boards, and stylings specifically designed for the brand. Thoroughly presented are the meticulous selections of footwear, make-up and hairstyle, model, photographer, and locations. The new stylistic image is purposefully crafted for a look-book presentation, a fashion editorial, and a fashion show to effectively communicate with a broader audience and showcase the Pletenine Špenko brand to the public for the first time as part of the Ljubljana Fashion Week (LJFW) in October 2023.

• Keywords: Fashion styling, fashion stylist, editoria, fashion show, knitwear, brand, slovenian textile industry