Following on from our Strategic Marketing Presentation, we were asked to individually conduct an audit of a brand of our choice, and develop a strategic marketing plan based on our findings. I chose to research Brandy Melville, as I felt they have a strong brand image in the US which has not translated as well in the UK market. I was awarded a first for this assignment, and for the module overall.
Example pages from my final report can be seen below.
Our first assignment of third year was a presentation on a current strategic issue within the fashion industry. We were divided into groups of 5 and given 6 weeks to research and create a 20-minute presentation to be presented back to our year group.
My group focused on the idea of Corporate Social Responsibility within the fashion, and the impact fashion has on the planet and the people who work within the industry – from the cotton farmers to the garment factory workers. We also presented the affect social responsibility had on consumer opinions and our ideas about how brands could adapt to these changes.
I was awarded a first for this assignment.
Part of my role within the group was to design our presentation slides, some examples of which can be seen below.
Our final assignment of second year involved an intensive week of lectures and seminars on Digital Fashion Marketing. At the end of this, we were asked to write a 2,000 word report outlining the current digital strategy of a brand of our choice, and presenting our ideas for a new digital marketing strategy.
I chose to focus my report on ASOS; I felt they already had a strong and varied digital strategy, but I had noticed an area for improvement involving their search functions. My idea involved a new feature on the current ASOS app called ASOS Advanced Search. The feature would take inspiration from Tinder and Missguided’s ‘Swipe to Hype’ app, but would incorporate advanced Artifical Intelligence software to benefit the consumer and improve the efficiency of searching on the app.
To begin the process, the customer enters basic data about the product they wish to purchase, such as product category, size and price range. ASOS Advanced Search then presents them with products; swiping left will reveal a new product, and swiping right will add the product to the wishlist. The app will learn from data generated through the users account, including past purchases, style choices, favourite brands etc., as well as the data in the wish list. For example, if a user is viewing jackets and regularly purchases cropped products, and there are several cropped jackets in the wishlist, Advanced Search will show more cropped jackets. The customer can view the wishlist at any time, and remove products they change their mind about, which will help to further refine the product offerings.
My report recieved a First, and some sample pages can be seen below.
Part of the Creative Branding for Fashion report required us to demonstrate our work visually. I created 7 mood boards to accompany my research. These included four brand boards to go alongside my case studies used throughout my report: Mulberry, Stella McCartney, Dries Van Noten and Fendi. I also created two consumer pen portraits, and a map visualising facts about fur in fashion around the world. All the boards used a combination of my own photos and second-hand imagery. My boards can be seen below.
As part of our Creative Branding for Fashion module at university, we were required to write a 3,000 word report examining a strategic issue faced by the modern luxury fashion industry. I chose to explore the issues surrounding the use of animal products in the fashion industry, as this is a particular area of interest for me. I focused on three main areas: furs, exotic skins and leathers. My report received a First, and some sample pages can be seen below.
As part of our university course, the second year students in Fashion Marketing and Management create an exhibition in early February showcasing their work from the Fashion Communication module.
I projected managed this exhibition, which we named WeAre!2017, including a VIP launch night party. My responsibilities included overseeing the creation of an invitation, which was then sent out to an invite list created by the Press Team. I was also responsible for organising refreshments for the launch party, as well as fundraising our budget to purchase these. I also organised the Set Up Team to help curate and prepare the show space, as well as the Social Media team for promoting the event. The exhibition was open to the public from the 17th to 24th of February (excluding weekends), and I also needed to ensure we had volunteers in the show space at all times during opening hours. I really enjoyed my role as project manager, and the exhibition and VIP launch party were both great successes.
On Wednesday 22nd February, representatives from the URBN group talent team gave a lecture to second- and third-year fashion students at WSA, and also visited our exhibition. This was especially important for us, as our projects were focused around an URBN brand of our choice: either Urban Outfitters, Anthropologie or Free People.
I have included images below of the exhibition, the launch event and the visit from the URBN recruitment team.
From Left: Elizabeth, Kate and Zoe from URBN, Kelsea and me
Another part of our Fashion Communication module required us to create 3 mood boards to accompany our report. One of these boards had to be a visualisation of our trend developed during our group work. I also developed a mock-up of an editorial for Urban Outfitters in Dazed magazine (using my own photography), and a ‘press pack’ board which included an example press release with potential supporting images, and ideas of who the release would be sent to. My three boards can be seen below.
As part of our Fashion Communication module at university, we were required to write a 3,000 word report. This report included details on the Trend Forecasting process and the trend we had developed in our group work; and a communications strategy, influenced by our trend, for our chosen brand from the URBN group.
I chose to develop a plan for Urban Outfitters, and my report was given a first. Some example pages from my report can be seen below.
As part of my Fashion Communication module, I have to write a 3,000-word illustrated project report on a communications strategy for a brand in the URBN group. This campaign would be influenced by our previous trend forecasting work. I chose to create a campaign Urban Outfitters.
Before beginning my main report, I created a mood board, including a 300-word synopsis of my idea, to be informally marked by my tutor to check my ideas and progress. My synopsis can be seen below.
Part of the formal assessment of our Trend Forecasting module involved writing a reflective journal based on our group working experience. It is important for all our university coursework to be presented well using InDesign. My reflective journal can be seen below.
