"I think the best role models for women are people who are fruitfully and confidently themselves, who bring light into the world."
Exploring the individuality and the ways in which this is expressed through fashion, lingerie, social media and community.
During my third year of university I have been able to build a profile of work based around expression and the different ways in which we define femininity.
Dissertation: Exploring the attitudes of women towards the current marketing techniques within the lingerie industry and what this may mean for the future of the industry.
FMP: TALK Magazin
TALK. Magazine is a physical and online magazine platform focusing on celebrating young women from all walks of life. The company gives a free and open space for women to share their thoughts and opinions on anything. The monthly subscription magazine will feature content on an array of subjects such a feminism, politics and social standards. The monthly released magazine will feature articles from guest writers and subscriber submissions. Alongside this will be the TALK. Magazine website featuring additional content and videos around the chosen monthly topic to bridge the gap between each magazine release.
“We do not have wifi! talk to each other, pretend its 1995”
Switch off from the digital world & engage in the physical world.
Unplug is a coffee shop that specialises in stocking independent niche magazines that you cannot necessarily access in Birmingham City Centre. During time spent in Unplug you are expected to turn off your digital devices, disconnect yourself from technology and detox your minds from everything the outside world involves. Use the time you spend to seek tranquillity and mindfulness from your everyday lives.
Unplug is built to reconnect the world. It is a social space where you can socialise with other members of the community. By putting your phone down you can build real interaction relationships with others rather than building false connections on social media. Engage in the quality, feel and content of the magazines that Unplug provides. Engage in the quality of the conversation with other people in the space around you with a time that best suits you.
Unplug will be located in the Great Western Arcade (GWA) in Birmingham. The GWA is a small niche retail centre in Birmingham which offers a unique shopping experience for consumers. The GWA is often referred to as the home of hidden gems as it creates a climate for smaller retailers to thrive in this fast-paced competitive market place. The GWA is a place that allows the consumers to escape the monotony of the high street.
“When I walk into a cafe and everyone is locked into their laptops and the only sounds I hear are the clicks of a track pad, I tend to not feel welcome or like I am a part of the community"
[Jeff Excel, co-owner of Fox in the Snow]
I am a recent Graduate in BA (Hons) Fashion Business and Promotion. Through this course I have learnt and gained skills in Fashion and Business. I am very ambitious in Print and Digital Marketing.
“Post-surgery is definitely a key growth area. We are becoming better and more open in discussing women’s health issues" - Amanda Partridge
Providing women suffering from inflammatory bowel disease a choice of fashionable and functional lingerie and swimwear products post-surgery
Due to graduate from the Fashion business and promotion course, I have developed a wide range of skills and experience throughout the three years. For my dissertation I focused on hyper-sexual advertising and marketing campaigns within the fashion industry and the impact such campaigns have on society. With this, various methods have been researched thoroughly, which highlights how other industries are collaborating with the fashion industry for marketing purposes. Throughout the dissertation, I interviewed key industry professionals and gathered secondary and primary research to aid my work.
For my final major project, I produced an idea which was influenced by personal research into inflammatory bowel disease. Throughout my research, it became evident that there is a gap in the market to cater for a niche target consumer of women suffering from IBD after having surgery. Therefore, 'Embrace was created, a lingerie and swimwear brand specialising in providing women with on trend designs that suit their needs, putting both comfort and fashion at the forefront. The business is based in the UK with selected Debenham's stores stocking the brand, as well as an e-commerce platform also providing the consumer with a social platform to share advice and tips with other women like themselves. The final major project consists of a business plan, a range plan booklet with design examples of the lingerie and swimwear, price points and size ranges, and also a mock up booklet which includes examples of marketing material. The main passion throughout the FMP was to create a brand that boosts the confidence and comfort of female IBD sufferers whilst wearing intimates, as well as raising awareness for the illness.
Fashion > Values OR Values > Fashion. Do they have to be mutually exclusive?
NOYA is an online retailer that provides modest clothing from high street brands, aiming to increase the accessibility of modest fashion
Through both personal experience and research, it has become apparent that there is a large gap in the market with regards to modesty in the fashion industry. Over the past 10 years, the UK demographic has drastically changed, which is underlined by the recent census that claims that there has been an 80% increase in Muslims in the UK.
Therefore, through acknowledging that most people do not believe that modesty and fashion can be associated, NOYA was fashioned. NOYA aims to eliminate societal stereotypes with regards to modesty and fashion, and portray a new perception that shows how modesty can follow the trends of fast fashion. NOYA have handpicked high street products, in order to provide a one-stop online retailer, where a modest and millennial market will be able to shop with ease. NOYA have also developed a Subscription service, in order to keep their consumer base up to date with recent trends, and making accessing modest fashion simple. A key feature for NOYA is making their consumers feel confident. NOYA’s desire is to craft modest women’s self-confidence by taking them out of their comfort zones, and pushing colourful boundaries.
“They grew up with technology attached, clicking a mouse before reading a book, taking computer classes in grade school and now expressing much of their lives on social media.”
"Are we close to making human mind control a reality?"
The central video showcases my Dissertation, which was an exploration of Publications both independent and mainstream investigating and exploring renewed platforms as the digital magazine is continuously growing in popularity, shifting away from the traditional printed volume. As an abundance of touch and multi sensory products integrate themselves into consumers lifestyles, would it be that the want for print has faded, interpreting real magazine content as insignificant?
The Internet has generously allowed both publishers and consumers to adopt a new way of distributing and consuming magazine content with the rise of technology and digital diversification taking place.
The left video showcases my Final Major Project app FLICK. FLICK is a magazine subscription service offering bespoke tailored content in association with Conde Nast, available as an extention within Harvey Nicholas onlline services.
The aim of FLICK is to become an ultimate universal magazine subscription service with all the best magazine content
avaliable at the ease of a click. Flick is a diverse print and digital portfolio offering something for everyone, classifying the sources you want, giving the publication industry a new lease of modern life making a subscription service apart of individuals everyday routines through the modern twists the app offers.
The right video showcases my Trend Forecasting project, ‘Intellect Mechanism’. The trend portrayed how our reliance our sources us becoming such a multifunctional factor, as scientists believe they can deliberately induce lucid dreams and control what others think. As technological innovation endeavours, humanity falls into a start of techno reliance and a new age bid for portable defence. Artificial manmade experiments reinforce a new age with a generation devoid of tradition and emotion. The faceless severity of a poisoned techno multitude marching towards an artificial landscape sees tensions heighten between the over indulgence of evolution and its in rein leaving being an exhausted and defiled panorama. Igniting the blazing flame to an impassioned power batter between man vs. machine.
A healthy body is a guest-chamber for the soul; a sick body is a prison - Francis Bacon
For Millennials, “healthy” doesn’t just mean “not sick.” It’s a daily commitment to eating right and exercising.
A new generation of fitness, fashion and the healthy living app called AVO was created for my Final Major Project to motivate and inspire specific consumer, 25-34, young, passionate and tech-savvy individuals that are emerging and trying to experience something new and innovative. AVO platform includes not just advanced and personalised fitness app but is offering to explore niche and trendy fitness wear online store and healthy food blog for those you are craving to add more spice to their daily routine. Alongside the multi-channeled platform, a comprehensive business and marketing strategy was developed to cover all the needed aspects of this innovative idea.
AVO app was created to be personalised to one’s needs and wants, which is unique in the current market. At the same time giving the user feeling of belonging and importance, like AVO was created just for him or her.
Birmingham get ready. It is time to #rediscoveryourcity.
Birmingham is home to a thriving Independent sector, a unique compilation of street food, eateries, coffee houses and lifestyle retailers. It is renown for its rich culture and passionate population, attracting on average 33 million people a year and £2 billion shopping expenditure. Hidden Brum is the curation of an app and marketing campaign celebrating Birmingham and it’s Independent businesses. Launching in July 2018 to coincide with Shop Independent Month, it aims to not only incite consumer awareness and attract new consumer tribes but also to ease the navigation of Birmingham City Centre. The campaign is to be developed in line with Birmingham City Council’s regeneration project known as The Big City Plan. The plan seeks to expand the city by improving public spaces, offer new development space and introduce a new way finding system. Hidden Brum will collaborate and work in partnership with the council on their plans for a new navigation system using digital and augmented technology.
Drawing from previous research a defined gap in the market and demand for a fresh Independent’s campaign in Birmingham became apparent. An easy to use service connecting businesses, consumers and technology is needed to make the exploration of the sector easier and more convenient. The campaigns purpose it to drive footfall by educating the population of Birmingham and new vistors to what the city has to offer away from major shopping and tourist destinations. Using a mixture of traditional and guerilla marketing, its function is
to grow consumer awareness for the sector and app whilst bringing a buzz back to the streets of Birmingham.
"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." - Maya Angelou
Research conducted within the Dissertation module highlighted that retailers are providing unforgettable experiences and engaging with the consumer, allowing them to explore the environment that surrounds them. Research has also shown that consumers are only purchasing products and services which allow self-development, with 41% of consumers considering how ethical a clothing item truly is before completing their purchase (Mintel, 2015). Consequently, Virtual Transparency demonstrated a gap in the market.
The main objective for Virtual Transparency is to use the power of Virtual Reality (VR), to educate consumers on sustainable fashion materials whilst providing a memorable experience prior to their purchase in-store. This campaign will inspire the consumer to buy more sustainably by visually stimulating them to understanding the importance of transparency within a product and brand.
Virtual Transparency is a sustainable campaign for Selfridges in which consumers can experience the product journey using VR. This stimulates several senses and emotions simultaneously to provoke empathy towards the people who make the product. The campaign will allow the consumer to be virtually immersed in four key fashion sustainable materials produced in four different countries; Yunnan, China for Bamboo cotton, Los Angeles for Wiser Wash Denim, Portugal for Tencel and Mongolia for Yakshmere.
The outcomes shown are the mood and tone set for this campaign, the business plan and the campaign extension for the campaign on the app.
The final major project reflects on my aspirations in pursuing a career in marketing.
Lead not Follow. Homage to Heritage. Exceed Expectations.
Visual Merchandising is “the single and most important reason to engage and inspire shoppers.” - Molson, 2011
A new trend which sees brands and retailers using localisation when it comes to their physical stores is beginning the cause a change in the once traditional merchandising world. Shopping will always be seen as a social activity and the evolving world of in store experience is the future in retail.
Depend is a Birmingham based company, combining localisation in a regenerating city with unique brands, we aim to create an offer currently unavailable in any other city. The new Depend website gives customers online, on the go access to independent retailers without having to go in store. A directory of all the brands within Birmingham will be available to browse and purchase alongside news and event information. A pop up shop campaign for the website in collaboration with Selfridges will not only give a platform to new consumers but recognition in a well known department store.At Depend we are passionate about the community and supporting local talent and we hope to work with 100 different independents within 2 years. As Depend offer a unique experience to indulge in independent retailing, we hope our future will lead to larger scale collaborations with international growth. As a company we want to be profitable, we want independents to want to work with us and grow together.
Depend is proud to bring you an eclectic mix or heritage and next generation brands and have been hand picked in order to represent our customer. Targeting the forward thinking, must havers and the one of a kind wanters of Generation Z, with technology being second nature to them, Depend aims to be their go-to. We aim to be leaders in the online generation of independent following and be as authentic as the brands we stock.
Throughout evolution, social bonds have been essential to man’s survival but in a society where burnout, stress and depression are worldwide epidemics, affecting our offline lives face to face social interaction is crucial, especially for men.
Its time to get our fathers, sons, brothers and husbands openly expressing their emotions.
An initial investigation into the perceptions of masculinity in the millennial generation has lead to my final year module outcomes to analyse the current age of man and the pressures that men face at various stages of their lives. Identifying a wide range of threads from the mass communication sector to health and wellbeing have all contributed to my Final Major Project outcomes.
Within my Dissertation research, I examined the ideology of past masculinity norms and the pressure that can come with trying to live up to an outdated 'ideal form’ of masculinity. In an age of social media where our feeds are constantly flooded with male ripped cores and biceps, I looked to the role the media played within a modern world of hunkvertising and if males as the provider, protector and procreator where still characteristics that men aspired to.
Concluding that attempting to conform to an ideal form of masculinity can propel men to depression in the face of adversity Brotherhood was born.
As the growth of public concern surrounding men's mental health continues to rise we must encourage men to speak out as a sign of strength, not weakness
In 2014 76% of men accounted for suicide, with suicide being the biggest killer of men under 45 in the UK (ONS, 2016). With that number rapidly rising politician Diane Abbott has dubbed this as a crisis in masculinity.
In-depth research and linking threads highlighted a burnout, stress and anxiety epidemic, among men. With anxiety and depression being the most common mental health disorders affecting British society today, depression can also now be recognised as a social issue as much as a health one. Identifying that social factors, such as money worries and job security can make males subject to feelings of anxiety, isolation and depression which heightens suicidal thoughts.
As increasingly more people live alone - 58% of men (ONS, 2014), and cities grow in size and change in character, individuals are finding it harder to build close connections with others who live in their area. The growth of online communities has led to less face to face contact.
Silence in depressed men is a killer and men’s mental health is a silent crisis affecting males all over the world. The stigma with men openly expressing emotions is a key factor in the high levels of male suicide within the UK. 1 in 8 men in the UK is currently suffering from a common mental health issue. These feelings are closely linked to feelings of social isolation and even though, feeling lonely isn’t in itself a mental health problem, the two are strongly linked. Having a mental health problem increases your chance of feeling lonely, and feeling lonely can have a negative impact on your mental health (Mind.org.uk, 2017).
Brotherhood was curated in response to the NHS’s 5 years mental health budget plan, The NHS encourages the expansion of peer support in communities and that care must be integrated – spanning people’s physical, mental and social need and need for offline interactions is vital to a human’s survival.