1. TOPMAN
Look Book
Design Project 2
75083970
Amrita Bhardwaj

2. INTRODUCTION
A look book’ is a collection of
photographs compiled
to show off a model, a photog-
rapher, a style, or a clothing
line. It is an especially
popular term with “fashion
bloggers’.
Look Books in their online
form can be described as
“fashion diaries” because
bloggers are constantly
updating them on a
daily or weekly basis’ . Look
books have their origins as
runway-fashion flipbooks that
designers and retailers often
sent magazine editors. The new
high-tech iteration of the Look
Book is to be found throughout
the Fashion blogging community
often with an emphatic emphasis
on street style. These self-made
blogger Look Books have started
to attract the attention of high-
end fashion brands such as Maison
Michel, Tommy Hilfiger and
Dolce & Gabbana who are
increasingly making more
lavish and immersive online.

3. Consumers that exhibit a high level of
fashion innovativeness and opinion
leadership may place a greater
T
emphasis on the layout/advertising
aspects of fashion magazines because
they feel that high-quality photographs
and glossy pages demonstrate the same
level of quality that they place on H
E
fashion’ Summers, J.O. (1972), “Media
exposure patterns of consumer
innovators”, Journal of Marketing, Vol. 36
No. 1, pp. 43-9.
In this project, you will develop an
online, media rich, interactive,
multimedia Look Book for a High Street P
R
Fashion retailer. You must use a predicted
fashion trend or a seasonal
thematic as its basis. Your look book must
be dynamic, exciting to use and easy to
navigate. You can use sound, video and O
J
still images in anyway that allows the
viewer to experience
something that is radically different from
a conventional
Look Book (online or in print.
E
C
T

4. To develop a greater understanding
of intermediate CAD skills in the
visualisation of high street Fashion
retailing online, multimedia
marketing materials.
To introduce a basic understand of
how CAD can assist in the
development of internet fashion
marketing
To introduce a basic understand of
how CAD can assist in the
development of internet fashion
marketing
To gain an understanding of how
use multimedia to enhance
customer awareness.
To develop a greater awareness of
fashion Retailing brand design
using CAD software
To develop further research and
development skills, communication
skills and visualisations of CAD
concepts.
AIMS

5. CHOSEN RETAILER
TOPMAN
Born in 1978 topman with profits of more
was launched as a the one million
brother to the sister pound.
brand topshop, Then in the late
topmen’s launch ninety’s and early
is prompted by 96 topman in-
encouraging creased its foot
sales in men’s ware and
fashion, now accessories as
is one of to strengthen
the leading high its position
street brand as a market leader
retailer for young and also updated
men’s fashion, the shop fit to ap-
shifting the way ple to the younger
men approaches and more fashion
to shopping , the conscious consumers.
brand’s attitude to Thereafter topman
creating brilliant, never looked back
affordable and with a whopping
authoritative men of 185 stores in The
ware is second to UK almost ever high
none. street in the country
Within two years boasted its very own
of its launch slice of topman, the
topman has be- rest of the globe was
come an catching up too.
immediate success

6. topman owned stores in over sixty cities
worldwide stretching across twenty
countries while boutiques in America, China and
Japan stock the brand.
To cope with the internet world topman sees
over 160000 visitors on its traditional website
topman.
com with current shipping to the uk, Eire,
Europe,USA and Australia.
TOPMAN

7. DEFINITIVE TOPMAN CUSTOMER IS
HARD TO PIN DOWN: IT’S A PRET T Y
DIVERSE CROWD.
In one corner, the
trend conscious
bright-young Sub-cultural groups, largely
things snaffle up driven by the music scene
to the minute a vintage menswear
fashion forward influence are heavy in the
pieces on their Topman mix.
way to the latest Cue indie boys shuffling
club. In anoth- around comparing
er, the man who cardigans or vintage finds
wants to top-up as they plot their next gig
his wardrobe with move or the new-rave crew
essential basics enthusing over neon and
and classic fashion retro 1980’s style sports-
staples is perusing wear.
the rails alongside Some men are adding to
the young buck in their already busy ward-
suiting who’s kit- robes, so they plan to mix
ting himself out their new Topman with a
with affordable dash of Dior. Others, like
sharp tailoring for the pack of lads in the
a new job. changing rooms, tying on
new denims and shirts are
looking for a whole new
outfit for Saturday night.
What unites these various
man-tribes is the brilliant

8. variety on offer in the collections found under one roof
at Topman. In one corner, the trend conscious
bright young things snaffle up to the minute fashion
forward pieces on their way to the latest club.
In another, the man who wants to top-up his ward-
robe with essential basicsand classic fashion staples is
perusing the rails alongside the young buck in suiting
who’s kitting himself out with affordable sharp
tailoring for a new job.
Sub-cultural groups, largely driven by the music
scene a vintage menswear influence are heavy in the
Topman mix.
Cue indie boys shuffling around comparing cardigans
or vintage finds as they plot their next gig move or
the new-rave crew enthusing over neon and retro
1980’s style sportswear. Some men are adding to
their already busy wardrobes,
so they plan to mix their new
Topman with a dash of Dior.
What unites these various
man-tribes is the brilliant
variety on offer in the
collections found under
one roof at Topman.
TOPMAN

9. BRAND
T IMAGE
O
P
M
A
N
Topman has an in house reliable design range
which revolves around new trends and refreshed
on a monthly biases.
This is where jeans or t shirts are giv- en new twist
and turns to suit the market’s current mood, the
premium collection on the other side have more
focus on fit detail and fabrication.
Also topman embraced more echo friendly products
that is one of the major concerns of the fashion
industry by launching a range on fair trade cot-
ton that meets the international BRAND IMAGE fair
trade standards.

10. Headed and created by director Gordon Richardson
and his in house design team Topman’s design
collection debuted in autumn winter 2005 with a
distant vision of developing more individual, design
led clothing somewhere pushes trend harder
providing its own top end line for the brand.
Ever since after the launch topman is showcased
seasonally in London fashion week on official
schedule as a part of cat walk event MAN- a
collaborative partnership between highly reputable
fashion east initiative and topman.

11. TIME LINE
2002 - Graduate Fashion Week
winner, Andreas Edbauer taken
on to design capsular collection
for Topman.
2003 - Yuko Yoshitake, Gradu-
ate Fashion week Winner asked
along with other designers from
the week to produce pieces
from their show for Topman.
2004 - Topman show solo at
Truman Brewery to the
press - styled by Alister Mackie.
2005 - Topman Design show-
cases solo for the first time at
Christchurch as an A/W cat-
walk presentation to the press,
styled by Alister Mackie. First
MAN show takes place at the
Truman Brewery to an audience
of over 500 press and buyers.

12. 2006 - Topman Design launch-
es in store. Maximo Park, Kaiser
Chiefs, Boy Kill Boy, The Cazals
and The Paddingtons design
t-shirts for the everyman
campaign.
2007 - White Shirt Project
Topman Design and 5 other
designers interpret their ideal
of the white shirt. This will be
on going project focusing on
different takes on staples
from a man’s wardrobe.
Designers for launch are Carola
Euler, Siv Støldal, Richard Nicoll,
Ute Ploier, Deryck Walker.
2008 - Collaboration with
Antony Price (Famous
for his designs for Bryan
Ferry and David Bowie)
on the first ever high
street collection.

13. CHOSEN THEAM
Cinematic
Colors of Life
Inspired by William
Shakespeare’s poem
”The Seven Ages of
Man”
The basic notion behind
the concept, is to
portrait different roles
one plays at different
stages of life.

14. JOY
ATTITUDE

15. HARD WORK
AR LE SS
FE

16. The office guy
A mix of bright and dark
Colors gives an idea of
balancing hard work, and
stress but still Carrying on
with a calm mind..
At work!!
BE THE BOSS

17. Keeping in mind
“All in denim”
this image is
inspired by the
Fearless, energetic
yet matured stage
Of life, the blue
demin represents
energy The white
colour represents
a sense of
Understanding…
BE
THE
NEXT

18. ROCK
n
ROLL
After all the hard work its
time to rock!!
The black and white color
gives a stylish Look and a
sense of confidence within..

19. FUN
The bright colors,
floral print Gives a
notion of energy
and will to stand
out the crowd
Happy and young
stage of life..
Also such prints
could be found
In smart shirts
collection of
Topman

20. KEEP IT
UNUSUAL!!!!
Inspired by the last
stage of life the dull
color gives a towards
old age feeling , with
fear of Separation
satisfaction of
Fulfilling duties of
life….

21. Look Book
Critique
Chosen Retailers
FRENCH CONNECTTION
LACOSTE
Levi’S
Burberry
Topman
ALL SAINTS
H&M

22. FRENCH CONNECTION
NOITCENNOC HCNERF
French connection look book is a very interactive
and easy to navigate lookbook…
It is an innovative concept where the viewer can
actually assemble the man from top to bottom to
create a new combination of cloths, the viewer
could play with different heads even, with adds a
fun part to the look book at the same time gives
a verity to the viewer choose his type of face i.e.
long face or a round face…etc
The model in the book posed in not more than 3
postures thus must have reduced the photo shoot
cost for fcuk .
Absence of music could be added to the limitation
of the look book, a particular sought of music if
added to the book, might make it more interesting
and fun to play with.Other then the music, a few
more faces with different hair styles could be
added to give a wide variety to the customers.

23. f
c
u
k

24. For Levis the webpage is divided into 3 major
parts….
Part a) plays a very beautifully animated video,
promoting Levi’s new jeans manufacturing technology,
which could save up to 200 million litre of water every
year. The video very wonderfully utilizes almost all
objects we take in our daily use to convey this message,
it is a very colourful video and
creative video, which would engage
the customer. Apart from the tech-
nical side it is a good step forward
by Levi’s words environment wel-
fare . The only limitation seen in
the video is its navigation options
which limits it to rewind, and
because the video Connery writ-
ten messages the consumer might
not be able to read it at once and
might not be willing to watch the
video over and over to understand
it.
Part b) is about Levi’s latest
campaign CURVE ID which actually
guide you on what type of jeans
you should buy, it contains a quiz
how you choose your pair of jeans.
The look book for Levis is very or-
dinaryone with no innovations
but still easy to navigate.
Levis could have made a better
background for the look book
some sought of innovation like
they have it on their windows

25. also I felt the webpage was a bit messy and lack
straight forward headings.
Part c) is about a film workshop that Levi’s conducting in
los angles.

26. Loceste’s look book is all about “unconventionalchic”
there new collection, the tag lines like “ stand up for
uniqueness”,” make it look easy”,” change the rules of
the game “…. Are used with key look which very much
matches to the brand image (being started by tennis
player).
The key colours used in this collection are black and
gray and white in particular, which makes it stand out
from the other look book’s..
The styling for this particular shoot is so unique that
it gives a reason to by the regular but signature style
white lecoste t shirt (for men)…. For women loceste
they to a different part ….they tried coming up with new
styles though the collection is very limited but that’s
what make lecoste different from other
competitors in the market….
In look book is again simple but fun to look at….easy
navigations, less slide show and more videos , good
back ground music and a making video of the shoot,
story of the origin and basic idea behind unconventional
chic that actually, could inspire people to take a look at
the collection in
store.
Simple white back grounds but a zoomed in image of
the cloth to give the viewer a better idea. Overall an
interesting one.

28. It’s a very interesting one, Burberry have actually
added clips of the catwalk in the book.
Otherwise the book is a slide show but of small
video clips, instead of images.. It helps to give a
overall 3d view of the dress and off course
watching is better than clicking and specially when
you have a wonderful song added to the
background. The navigation is easy the is divided
into 3 parts. Watch the campaign, look through the
catwalk and go to the shop.

29. All Saints
All saints has a causal look book with images
in it, and just a zoom options. No music, no
background, no animation so was not some
extra ordinary book.
Just opposite of is unique and eye catching
brand image.

30. TOPMAN
The look book of topman is not very interactive,
it is very clear and at the same it is very
informative, unlike other look books it give
the viewer a detailed description ho what
are the trends running and thems chosen for
topman.i chose to review this particular look
book for two reasons, first is to gain a better
understanding of the retailer, other is it’s a
bit different from other books.
My suggestion for this book is they could
have added a a bit of animations to the book
if not videos.

31. TOPMAN

32. TECHNICAL
DEVELOPEMENT
For complishion of this project i have used
a combination of all the three softwares
indesign, illustrator and photoshop.
The contribution of illustrator is not much
in the project, but photoshop and indesign
were widely used.

33. I didn’t want every page in one rhythm, that’s why
I opted for different backgrounds for different
pages. I wanted every page with a particular feel,
so that it catches the eyes balls of user. I wanted it
to be capable of holding user’s attention. It doesn’t
mean that I worked in an un-formatted way, I
wrote every text in Verdhana font and left 4.4 mm
gap around.

34. Normally, I used Photoshop for cutting backgrounds
and adding effects, for adding that I used quick
selection tool or redefine edges, whereas for
adding effects to the pictures I also took help of
menu curve.

35. Afterwards, I got those images to Indesign, and
played with many in design options, like texts,
colors, lines, or objects. At some places I also used
effects of Indesign. One more thing that I liked
very much was in design’s new option ‘animated
menu’, which I used a lot. And playing with these
options allowed me to create something new,
I really enjoyed it.