Digital Multimedia

Digital multimedia is media that can be represented digitally. It is a combination of different forms of media, like, as photos, videos, and texts. These different forms of media can be used together, as a combination or by themselves. 

 

Nike 

 

Nike is a multinational brand which works in designing, developing, manufacturing, and selling footwear, apparel, equipment, and accessories. Nike as a brand is a market leader as they are known for their innovations and premium quality technology. Their brand logo and slogan “Just Do It” helps customers identify the brand from afar and even if they aren’t loyal customers. Nike markets its products to create a lifestyle, wanting customers to make Nike a lifestyle which can be seen in all their marketing, they allow you to build a connection between the brand and all the prominent athletes that advertise the brand. They want you to believe that you could also do it, regardless of what obstacles you possess in life. 

 

As seen by the website, Nike’s target audience is people of any gender who age between 15-55 years old. They could be a sports enthusiast, women looking for sports appeals, runners, or sneakerheads who are obsessed with shoes. The income group they target is the middle-income group to the high-income group, as they have basic shoes/slides starting from a range of 22 pounds, going up to 250+ pounds and a few of them holding resell values. 

Nike, as a brand uses two different types of multimedia on its website, which include photos and text. However, photos and texts are used in different forms and purposes all over the website but most of the website is compiled of photos rather than texts. Like, as soon as you open the website, you can see an image in landscape mode, making the image clear and aesthetically pleasing. As a retail brand, providing clear and aesthetically pleasing images is necessary for the audience to look at themselves in the same position. However, the website is not a very interactive website, in the sense, that they provide only still photos of the products they offer and not interactive photos or videos. However, the website is very eye-catching and captures your attention as they even provide illustrations for the latest drops. The text multimedia is mostly used as a descriptive tool, as it is used to provide product details and descriptions.

 

 

Louis Vuitton 

 

Louis Vuitton is a luxury fashion brand. Its sells products which include leather goods, handbags, trunks, shoes, watches, jewellery and accessories. LV is seen as the most valuable luxury bag. Their logo is an LV monogram, which helps identify the brand and is seen as the most recognized fashion logo ever created. LV’s production plan and marketing strategy helps maintain its luxury image and reputation, making customers wanting to own the same to showcase their social status. 

 

 

As seen by the website, LV’s target audience is women who age between 18-54 years old, and who earn at least 75,000$ annually. The average customer base would be high-class people who are into fashion and conscious, they have a need to feel prestigious, as they have bags starting from 1200 pounds, going up to 150,000+ pounds and a few holding resell values. 

 

LV, as a brand uses all three types of multimedia on its website, which include videos, photos and text. However, these multimedia are used in different forms and purposes all over the website but most of the website is compiled of photos in order to show the products. As soon as you open the website, you would find videos all over the home page, showcasing the latest collection, giving the customers an idea about the lifestyle they could achieve if they own an LV product. Moreover, photos and text and only used to showcase and describe the products available for purchase. Videos are the main form of communication on the website, giving the customers an idea of how the products will look in real life and how they could use the same. 

 

 

Bershka 

 

Bershka is a clothing retail brand. It sells products which focus on current trends and cutting-edge fashion. They mostly focus on clothing; however, they sell products like footwear and accessories which help the customers to purchase the entire outfit from a single place. Their logo is a very simple logo, which is a monochromatic palette. Bershka is a fast-fashion brand, which helps customers to keep up with the latest trends. 

 

As seen by the website, Bershka’s target audience is adventurous young women who want to try and keep up with the latest trends, this could be anywhere from early teens to late 20s. They are more focused on women, as compared to men but they do have a men's clothing collection. As, it’s a retail store they are seen as affordable fast-fashion which could be anyone from low income to higher, as their products start from merely 10 pounds going up to 50+ pounds. 

Bershka, as a brand uses all three multimedia on its website, which include videos, photos, and text. Their website is seen as interactive with the kind of multimedia they have used. As you open the website, you are presented with illustrative media keeping you engaged with the website, this video is bright and full of colour which indicates their target audience (Young people). Moreover, photos are not only used to show their products, they use Instagram influencer photos on their website allowing customers to imagine themselves in the same, and giving them a chance to see how it looks in real life. However, texts are only used to provide more information about the products, like descriptions or about the sale.