Inclusivity in beauty / Virtual Visual Merchandiser
Dissertation surrounding the diversity in beauty brands
FMP in new software for visual communication
A fashion communication and branding graduate, looking to strive into the visual merchandising sector in the fashion industry. With an interest in social media, visual merchandising and diverse approaches in advertising. Throughout my final year at university I have explored the topics of diversity and inclusivity in beauty and fashion, as well as technology software for visual communication. The focus on my studies have been consumer views on diversity within beauty marketing strategies and also new innovative ways for professionals to use software in visual merchandising and how this could move the future forward. During my time at university I have discovered I can collaborate well with other professionals to create a piece of work we are both happy with. And also lead a creative photo-shoot when the opportunity was given.
My dissertation question was as follows; ‘How luxury beauty brands take advantage of shade ranges to use in either suitable/questionable advertising concepts and how it still continues today.’ I produced this independent body of work to research further into the possible reasons and values brands have towards diversity. And if these brands are representing all skin tones across the globe, and how they could improve on expanding this. Within this investigation I used primary research such as multiple questionnaires to target my different audiences to achieve an authentic response rate. I wanted to grasp an idea as to why some brands avoided using all ethnicities within their marketing and also why a large range of skin-toned products weren’t available to all, and why in this 21st century problems like these still occur. With a range of marketing, advertisements, products, retail spaces and consumer responses I was able to gauge an idea as to where some of these issues may lie.
Although this subject wasn’t related to my dissertation in beauty, this comes into my play with my own personal interests and career path of choice. My independent Final Project was developed into software that visual merchandisers were able to use in stores connecting them to head offices and other VM’s in their area. I saw a gap in the market and took advantage to fill it, this was an innovative way for VM’s to create their layout and product design before physically moving it and drawing up plans on paper, it also is time efficient for many companies to use especially during busy period times. Although this doesn’t cater to everyone, it caters to many big and small businesses internationally; there is never a shortage of consumers for this market area. The overall aim for this project was to create something new for a market not really touched upon, and I would like to think I achieved a small idea breakthrough.