Is there a future for traditional catwalk in digital world? Could technology be the down-fall of the fashion show?
This collection displays my Dissertation and Final Major Project work focusing towards the Fashion Events - Productions Industry.
My final year at Birmingham City University has been solely focused on fashion shows and all elements that build the show. I have done extensive research focussed on buyers needs and investigated solutions for industry; particularly those facing difficulties regarding changing consumer behaviour.
For a really long time fashion weeks were associated with wealth and exclusivity. Only a few privileged people could get into front row and the rest of the world waited until the photo of ‘that dress’ was printed in a magazine that goes around the world. Nowadays, the growth of technology and popularity of social media have a significant impact on how the show are presented and reported all over the world. We live in a digital age, where shows are captured with smartphone pictures and live-streamed for the immediate use online. Brands need to act equally and quickly to adjust the customer’s needs.
Internet became and eye through which we look at the collections for the first time. Where is an emotional attachment? Could the growth of technology be a downfall of traditional catwalk?
The first landscape video shows my dissertation snapping best layout and graphic design pages as this is sector I will be interested to go into right after fashion event production. The second landscape video is a journey around my work for final major project, including business plan, website, brand style guide. The portrait video gives an insight to PFA app I created for final major project.
Is Emotionally. Is Speedy. Is Socially. Is Adventurous. Is Reasonable
Modern Clique focuses on creating, producing, and promoting merchandise. Using video storytelling method to introduce fashion brands for the Chinese market.
From my research, the recent China’s marketplace status of affordable brands has enormous potential to grow. However, it still need to undertake the risk of unaware reputation in China. This had inspired me to place emphasis on Chinese fashion marketplace and affordable brand (bridge brand). Hence, I created a company which is called Modern Clique in final major project module.
Modern Clique is an innovative business, where people can do shopping in Alibaba though the tag of the product placement video of our website.
For the client, it is a new promotion style which is different from the universal advertisement in the past. Using the interesting story to engage the customer, which just cost a little expense and gain abundant consumers. This will benefit clients who have a low income but wish to promote and increase their fame of brand in China.
For consumers, it is a brand-new online shopping and video platform. In order to buy the product, an interactive link will be placed in the video which will directly link with the Alibaba online shop. Therefore, the target client is some inconspicuous brand of Bridge brand.
Furthermore, the target consumer are millennials and gen Z. To contrast with other competitors the price of Modern Clique is more acceptable. Whereas Modern Clique is a brand-new business, it will be attractive to audiences with the creative shopping style and low cost.
Here is the business plan, advertisement of Modern Clique and Modern Clique mock website on showing.
'It’s difficult to feel beautiful when the industry has so much power in setting society's standard for what beauty means'
Diversity within the fashion industry has always been a controversial topic particularly when it comes to the beauty conversation. Centuries of racial oppression have had a huge impact on social standards of beauty.
Due to colonialization, beauty hierarchies exist all over the world but are more prominent in the west. Historical art, literature and drama have set and presented this Caucasian type as beautiful therefor the situation in fashion and beauty reflects the power structure of the industry.
Ethnic population is a major factor in this issue across the world, particularly in largely Caucasian populated countries. This affects the way in which mainstream beauty brands operate as they are more likely to cater for the majority population first before filling in the minority gaps. However, research showed that the time in which mainstream brands have taken to respond to the minorities has caused these consumers to feel left out and overlooked despite having major buying power within the beauty sector. Inclusivity was a key trend for the future growth of mainstream beauty brands to cater for the growing ethnic makeup of the western world.
‘That is an experience where, no matter how tall you are, you end up feeling a little bit smaller.’ – Racquel Lachman, 2015
Introducing ‘Shades’, a brand new innovative beauty concept that utilises the latest technology to produce custom colour cosmetics. It aims to empower women of all skin colours and break through unrealistic representations set by social and industry standards of beauty. This brand will be operating within the London Oxford Street Selfridges beauty hall, where it will have great access to a diverse group of customers. Customers will be able to purchase foundation products that have been specifically formulated for their skin tone through a 10-minute process. They will also have a wide range of other colour cosmetics such as lipsticks that will also be tailored to their skin colour. The #BEAUTY IS campaign was created to help consumers feel empowered and get to know the brand story. It is designed to help the brand engage with the target consumer by using call to action methods and empowering them by encouraging them to embrace their beauty.
This reflects my aspirations to be in a marketing career where I can help brands create authentic relationships with consumers.
An investigation into the media's portrayal of beauty ideals. To what extent does social media affect young female's confidence and individuality?
“Try every day to be confident and love yourself - it’s one of the first things that matters when it comes to pulling off any style.”
This dissertation researches the pressures young girls feel in order to follow trends and conform to the idealistic representation of what desirable women should look like. It documents the reduction of expression of individuality through personal style, due to the fear of judgement for being different to the media’s imposed standards.
The effect this can have on young females is demoralising, yet there is still so little in order change it. With all its limitations, individuality is the difference in the world. It pushes innovations and maintains the core of identity. Without it, everyone would be the same.
In an effort to improve self-acceptance within Generation Z, focusing on teenage boys and girls aged 14 - 17; YOUTH aims to educate and stimulate, create unity and acceptance, embrace diversity, promote creativity and originality, and encourage confidence. YOUTH is a fashion-based educational and social service run through Topshop/Topman which features workshops and an exclusive app for members only which works similarly to social media platforms, enabling users to keep up to date on current trends, blog what they do/learn and connect with other users.
Revolve. A brand which sets out to empower and inspire individuals to express their views and opinions freely, and raise awareness to the issues which our world faces.
With curiosity towards the influential culture in society, in depth research for a dissertation module was undertaken to explore into the term 'Influencers' and how that affects consumer behaviour, particularly Generation Z consumers. This led the direction of the Final Major Project which assessed the idea of the Generation Z consumer as the influencer.
Thorough exploration into the characteristics of Generation Z and their wants and needs as consumers revealed that members of Generation Z desperately want their views and opinions to be heard by the world. Primary and secondary research unveiled that environmental and global issues were the most prominent topics they showed concern for. Through exploring the characteristics of Generation Z and their wants and needs as consumers I began to understand and recognise that as a generation they lack a voice and desperately want to have their views and opinions to be heard. Through consumer research both primary and secondary I found that they also show concern regarding environmental and global issues and want to be able to have a say regarding these problems.
This led to the development of Revolve; an annual print publication which also comes in the form of a digital platform and app. The UK magazine market still proving to be successful, with a report from Mintel expressing that 68% of consumers stating they prefer to read news in print format, Revolve wanted to be able to offer consumers both printed and digital formats, with the online platform offering all that the magazine has to provide as well as the live chat service.
The annual magazine will feature articles covering key topics from the year, Interviews with activists, and will detail on ethical and sustainable fashion brands. The online platform will also feature the above, with the added service of the live chat enabling consumers to express their opinions freely.
An initial interest in marketing led me to exploring influencers for my Dissertation, which led to further research and development through the Final Major project. With Influencers and global issues being a key trend within this sector it led to the manifestation of the brand Revolve.
Millennials want to connect with others, themselves and their destination.
The concept of Wander Well was created due to the lack of wellness travel apps that were targeted at both genders at the millennial consumer.
Wander Well is a mobile app that offers a hyper personalised wellness experience for Millennials that want to digitally detox and seek authentic experiences when travelling. They want to connect with others, themselves and their destination.
The experience categories of Wander Well are split into five sections; Get Zen, Get Fit, Get Food, Get Social and Get Local. The app will then display a variety of experiences relating to the users interests, which will enhance their wellness journey. The included concierge service provides the user with recommendations and personally books their itinerary.
The final outcomes ensured that a full Business Plan, a Lookbook, Website and a Brand Style Guide were completed to show the logistics of Wander Well.
" The slow movement is a world wide movement to recapture the state of connectedness "
" Minimalism can help you live a better life: it can help you live more and need less " - minimalismlife
Consumers today are ethical motivated and conscious of how their shopping decisions impact society, they are seeking out ways to make positive decisions about what to buy, as they realise the negative impact consumption is having on our world. With current consumption rates at record breaking levels theses consumers search for mindfulness and meaning in their everyday lives. Exploring customer’s needs further highlighted that the pace of society is concerning consumers and this is leading to trends such as the slow movement emerging. The biggest luxury brands are taking more of seasonless approach to their collections and brands are having to be more environmental friendly. The brand ‘Still’ evolved from this research, an honest, minimal brand that delivers slow designs and operates a simplistic, sustainable online model.
Still is an online clothing brand dedicated to life in the slow lane and is representative of a brand cultural shift to inspire consumers to wear slow designs and live a meaningful lifestyle. The brands mission is to educate consumers of the many benefits of a minimalistic way of living through inspiring blogs, reflections of the week and outfits of the day. The ‘Still’ collections consist of seven essential wardrobe pieces that are launched four times a year, from contemporary colour ways that flow from season to season. The brands positioning in the market place will focus primarily on older millennials and younger generation X consumers due to their interest into buying less and buying better.
Finder of opportunities, critical thinker and a problem solver.
With six years retail experience and a Fashion Business and Promotion degree, this has provided keen interest and the necessary skills to seek a career with a progressive organisation that provides an opportunity to capitalise those abilities in trend and consumer behavior research.
"We've begun to raise our Daughters more like Sons... but few have the courage to raise our Sons more like our Daughters" - Gloria Steinem
“Men in high heels? That’s a prosthesis. But I sympathise. Women have these giant heels. They get taller and taller. The men need help. But a man in heels is ridiculous.” - Christian Louboutin.
There has always been a preconceived judgement surrounding Men wearing Heels for as long as High Heels have been in existence, whether this be the idea that men in heels were rich and powerful in ancient times, to men in heels now being seen as entertainment.
Research was carried out via online questionnaires, face to face interviews, social media observations and online research.
Primary research suggests that men will and should be able to wear high heeled footwear, despite a small percentage of individuals believing that gender roles should still exist in the fashion industry.
Secondary research suggests much the same, however as online information can be gathered on a much larger scale, it has provided more in-depth information than primary research could in this instance.
Social Media platforms have provided men with a way of expressing their individuality from the safety of their own computers and smart phones without the risk of being harmed or abused out in society and away from the overbearing political powers that may oppose difference and anything against traditionalism.
LGBT rights are an important issue for men wearing heels, as labelling men in heels as gay is damaging for both the individual and the LGBT community alike, encouraging both prejudice and homophobia.
It has been recognised that whilst individuality and difference is a trait that is often encouraged in the UK, many people still hold traditional values and are not accepting of change. This is apparent as an advertising campaign in the UK where a man dances in a pair of stilettos became the most complained about advertisement of 2015.
The outcome of this piece of research is mostly positive, encouraging men to be themselves and act in a way that is true to their beliefs and personal values.
The environmental crisis has reached a critical tipping point and is one of the biggest challenges facing the world today.
Climate change is real and it is happening now.
Who are we?
An educational non-profit marketing campaign working with brands to raise awareness about the environmental impact meat consumption has on the planet.
What do we do?
Create immersive experience / event, taking guests on a sensory journey enabling them to immerse themselves and learn at the same time.
Why does it matter?
The environmental crisis has reached a critical tipping point and is one of the biggest challenges facing the world today. Without commitments to combat climate change and its impact, Earth’s ability to sustain humans will be lost. People have the power to make the difference and by educating and inspiring them, they will be able to come together against ecological destruction.
Climate change is one of the biggest challenges facing the world today, however people are still witnessing a debate over whether the climate change is factual and how humans contribute to it. While the transportation industry has long been a target to environmental organisations, the impact of everyday food choices has often been left out. Animal agriculture is not only a significant contributor to the climate change, but also causes deforestation, degradation of soils, water and air pollution. Although public’s awareness has risen in recent years, there is still a lack of awareness and understanding about how food choices contribute to global warming. RESTORE will propose a marketing concept to Selfridges with a mission to create an immersive experience in order to raise awareness about the detrimental environmental impact meat consumption has on the planet.
“Exclusivity is about creating something unique that matches your customer's identity and tastes.”
“57% of women agree that seeing too many people wearing the same brand makes it less exclusive” (Mintel, 2015).
Accessibility and exclusivity are two vital elements within the luxury market; some would argue that exclusivity takes precedence over accessibility. My dissertation explored whether both accessibility and exclusivity can coexist within the luxury market. Multiple pieces of primary research including a consumer survey, a focus group and interviews with industry experts led to the conclusion that the two elements can and do already coexist in some cases.
Whilst investigating the notion of accessibility, it was recognised that some individuals believe that Michael Kors has become susceptible to an overly accessible brand image over the last few years. Such an image could be seen to affect the brand’s reputation, and consequently total revenues.
Michael Kors became the focus of my Final Major Project (FMP), with great scope to introduce a customisation service that has the potential to bring some exclusivity to the brand. “40% [of millennials] want to participate in the co-creation of products” (Millennial Marketing, 2016). The increasing popularity and demand for co-creation and the facilitation of this by some leading luxury brands made the development of such a service imperative.
‘Custom Kors Studio’ has been developed to allow a limited number of customers to experience an exclusive service with the brand, in their London Flagship Store. The brand’s most profitable category, accessories is the focus of the service. The proposed launch date is October 1st 2018, lasting for 6 months; targeting peak gifting seasons. An interface has been developed to facilitate the service, as well as the visualisation of the instore space where the service will be carried out.
My Buying and Merchandising (BM) project has also been showcased on this page as I am aiming to pursue a career in Merchandising. Within all of the projects displayed, my research, analytical and numerical skills come to the forefront. I have produced detailed critical paths for the BM project and gained an insight into some of the responsibilities expected within Merchandising. As part of my FMP I also produced a cash flow forecast, a budget breakdown, calculated cost prices based on selling prices, and more. Such tasks within my university projects have clarified my suitability for a career in Merchandising.