Amie Rose Chapman

Amie Rose Chapman

COURSE: Fashion Business & Promotion 2017


TITLE: Portfolio


“Style is knowing who you are, what you want to say, and not giving a damn.” — Orson Welles
Everyone should wear whatever makes them feel confident, powerful and above all happy
I have studied Fashion Business & Promotion for three years at Birmingham City University, in that time I have not only gained valuable business and creative skills, but I have also leant a great deal about myself as an individual. Interacting with like minded people on a daily basis has given me a better insight into how others perceive fashion and personal style. This is important when thinking about marketing, particularly in the fashion industry because it is imperative that you can understand your target consumer, which often means putting your personal opinions to one side.

From studying all areas of fashion business for example, buying, PR, trend forecasting and marketing, I have discovered that my passion lies firmly with marketing. When carrying out my modules I quickly came to realise that marketing links to all areas of fashion, and was where I flourished. I was happiest when creating a new campaign, or looking into how current fashion campaigns could inspire my own work. In my marketing and PR module, I was given the task of creating a new marketing campaign for a current fashion brand. I chose Hobbs as my brand, I saw this as a challenge because I am not their target consumer and knew very little about the brand before I began. Through research and using my Adobe Indesign and Photoshop skills, I put together a marketing strategy that would be visually appealing and resonate with consumers.

My dissertation focused around the question "Is plus size an outdated fashion concept? and how will this affect the fashion industry moving forward?" Plus size fashion has rapidly grown in production over the past five years, causing major high street brands to question the way in which they market towards the plus size consumer. My focus was on this change, and how brands could possibly make plus size fashion more socially acceptable in modern retailing.

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