{"id":14172,"date":"2011-01-05T12:37:04","date_gmt":"2011-01-05T17:37:04","guid":{"rendered":"http:\/\/fashion.parsons.edu\/?p=3063"},"modified":"2018-06-26T10:12:06","modified_gmt":"2018-06-26T14:12:06","slug":"airdye-parsons-scene-5","status":"publish","type":"post","link":"https:\/\/parsons.edu\/bfafashion\/airdye-parsons-scene-5\/","title":{"rendered":"AirDye &amp; Parsons, Scene 5"},"content":{"rendered":"<p style=\"text-align: left\">This is the final post in our series, written by Fashion Marketing students enrolled in the special topics course.<\/p>\n<p style=\"text-align: center\"><span style=\"text-decoration: underline\"><strong>Introducing Laura Lopez<\/strong><\/span><\/p>\n<p style=\"text-align: center\"><span style=\"text-decoration: underline\"><strong><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-large wp-image-3072\" src=\"http:\/\/fashion.parsons.edu\/wp-content\/uploads\/2011\/01\/135028_1553916331389_1339590037_31514853_7328744_o-682x1024.jpg\" alt=\"\" width=\"491\" height=\"738\" \/><\/strong><\/span><\/p>\n<p>December 15<sup>th<\/sup>, 3:30 pm finally came, the time for Fashion Marketing students working all semester on the AirDye project to take a stand in the spotlight. The palpable sense of nervousness combined with confidence in our projects as we presented each of our three projects to our Professor Tom Handley, representatives from the fashion School, Alice Demirjian, Fiona Dieffenbacher and Gretchen Harnick and most importantly the AirDye team of Paul Raybin, Bonnie Julian and Robin Bertelsen (via skype).<\/p>\n<p style=\"text-align: center\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-3075\" src=\"http:\/\/fashion.parsons.edu\/wp-content\/uploads\/2011\/01\/133630_1759897721341_1355977726_3505326_2025468_o.jpg\" alt=\"\" width=\"545\" height=\"213\" \/><\/p>\n<p>Each one of us started our presentations with a video, <a href=\"http:\/\/www.youtube.com\/watch?v=PIF1zMQq8cY\">and you can view mine at the link here.<\/a> The creation of a video for me was the most fun yet challenging part of the project. \u00a0\u201cEvery Color Can Be Green\u201d came from my team\u2019 affinity with appreciating and using color while taking 3 different perspectives (marketing, photography and design) to create one clear communication message.<\/p>\n<p style=\"text-align: left\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-3078\" src=\"http:\/\/fashion.parsons.edu\/wp-content\/uploads\/2011\/01\/135183_1759898201353_1355977726_3505327_4941480_o.jpg\" alt=\"\" width=\"576\" height=\"245\" \/>As this is my last semester at Parson\u2019s, this project was a conclusion to my time spent as a student, combined with a real life experience. I got to meet fellow students from other programs such as Fashion Design and Photography, that in other circumstances I would not have met. I\u2019m looking forward to see Jovana\u2019s final designs and how AirDye will change this industry using our ideas to reach more customers.<\/p>\n<p style=\"text-align: justify\">_______________________________________<\/p>\n<p style=\"text-align: center\"><span style=\"text-decoration: underline\"><strong>Introducing Jasmin Tregonning<\/strong><\/span><\/p>\n<p style=\"text-align: center\"><span style=\"text-decoration: underline\"><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3073\" src=\"http:\/\/fashion.parsons.edu\/wp-content\/uploads\/2011\/01\/170061_1759894521261_1355977726_3505318_1916129_o.jpg\" alt=\"\" width=\"527\" height=\"576\" \/><\/strong><\/span><\/p>\n<p>The final marketing projects presented a semesters\u2019 worth of arduous work surmised within a few hours. The themes of the works were diverse and inspired by all the different facets of the AirDye product. I focused on moving the AirDye company\u2019s present marketing away from the corporate oriented image which it presents presently and imbuing it with a more fashionable element. My concept revolved around creating a combination of guerrilla marketing as well as social media campaigns in order to create a \u201cbuzz\u201d. We wanted to invent marketing which is youthful, creative and which connects the AirDye product to the high end \/ luxury market. <a href=\"http:\/\/www.youtube.com\/watch?v=fHVmL9OgPTw\">Our first blog focused video can be seen here<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"..\/wp-content\/uploads\/2011\/01\/54713_1757688186104_1355977726_3501308_1914599_o.jpg\" alt=\"\" width=\"576\" height=\"383\" \/><\/p>\n<p>The utilisation of guerrilla marketing was tactical because it is marketing which has the element of surprise yet is completely unique and creates an excitement and hype which can filter down to the bloggers and the social media programs. This creates a conversation with the target demographic as opposed to overtly selling the product. Nowadays, customers are constantly inundated with marketing and so it tends to be more effective if instead of the product being actively sold, to try and get the customer to seek out the product. \u00a0Some campaigns included the water cube installations as well as water bottle promotions, coupled with catwalk sponsorships. <a href=\"http:\/\/www.youtube.com\/watch?v=zj2dt8EMswk\">Our team interview video can be seen here. <\/a><\/p>\n<p>_______________________________________<\/p>\n<p style=\"text-align: center\"><span style=\"text-decoration: underline\"><strong>Introducing Evie Cutshaw<\/strong><\/span><\/p>\n<p style=\"text-align: center\"><span style=\"text-decoration: underline\"><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3074\" src=\"http:\/\/fashion.parsons.edu\/wp-content\/uploads\/2011\/01\/132435_1759899481385_1355977726_3505341_6962208_o.jpg\" alt=\"\" width=\"384\" height=\"576\" \/><\/strong><\/span><\/p>\n<p><!-- @font-face { font-family: \"Cambria\"; }p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0in 0in 0.0001pt; font-size: 12pt; font-family: \"Times New Roman\"; }div.Section1 { page: Section1; } --> The approach that I took was that sustainability could be sexy; you can wear beautiful luxurious garments and feel chic while saving the earths resources. This project was a great lesson in real life experience. Working with a variety of team members and coordinating our efforts to complete a project is real world experience.\u00a0 I look forward to seeing what happens next with my designer Nelson&#8217;s collection in the Spring.<\/p>\n<p>_______________________________________<\/p>\n<p>This is the final post by Fashion Marketing students, involved in the unique AirDye competition from Fall 2010.\u00a0 The students created a group <a href=\"http:\/\/www.facebook.com\/home.php#%21\/pages\/AirDye-Project\/161430967223310?v=wall\">Facebook page<\/a>, in order to keep track of the progress they were making. Be sure to keep an eye on it during the Spring semester, as Fashion Design students will complete their designs and the Photography students will continue documenting their work.\u00a0 Congratulations to all the students on a successful project!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is the final post in our series, written by Fashion Marketing students enrolled in the special topics course. Introducing&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[4],"tags":[],"class_list":["post-14172","post","type-post","status-publish","format-standard","hentry","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AirDye &amp; Parsons, Scene 5 - Fashion Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/parsons.edu\/bfafashion\/airdye-parsons-scene-5\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AirDye &amp; Parsons, Scene 5 - Fashion Design\" \/>\n<meta property=\"og:description\" content=\"This is the final post in our series, written by Fashion Marketing students enrolled in the special topics course. 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