United Sustainable movement enhancing material / resource knowledge through green business, informing ethical consumer in the United Kingdom
Wtihin the research that has unfolded throughout the investigation, it has been identified that there is a position for a new ethically sust
I have been studying fashion since the age of 16 focusing on fashion and textiles. I would describe myself as a creative individual, who is passionate about building a professional career that is focused around creativity and beauty. My early studies allowed me to express creativity through working with clothing in a practical way however, I felt it was time to explore a different aspect of fashion and that is why I chose to do BA (Hons) Fashion Business and Promotion. Throughout the journey of studying my degree I have explored many different professional avenues that I have become interested in. As for my chosen career path coming out of university, I am interested in persuing Lifestyle Journalism, Fashion Media and Fashion Journalism.
Within my FMP, the concept for the Business Plan was taken from previous third year work. This involved extensive research into ethical sustainability and the impact this had on the fashion industry regarding natural resources / materials. The business focuses on events and marketing with the key mission being educating consumers in ethical fashion. The business continues to operate throughout the year, working with charities such as the Princes Charities Foundation. The Green Resource Supply Movement also has an online platform which is the agency’s official website. The website holds all the brand information and main event information, such as the guest speakers, REF Scale Label, location of main event, education and fashion in regard to ethical sustainability.
In terms of my professional future I am keen to build up experience in internships within fashion and other creative industries. I would envisage myself building up professional work experience within the United Kingdom, especially in London with brands such as Vogue, Ralph Lauren, Ted Baker and other notable brands. I also hope to professionally launch my own business based on ethical sustainability. The launch of the business will initially be within the United Kingdom market, however as the business develops it will grow from national status to an international presence. As the Green Resource Supply Movement continues to grow, as CEO I will determine when we are established within the United Kingdom market, and ticket sales increase (space of 2 - 5 years), the agency will be able to produce its own brand of ethically sustainable food and clothing.
Sam Fullwood BCU graduate with a strong interest in Buying and Marketing, a versatile business minded individual with a competitive nature developed through university projects, industry placements and professional presentations.
My work consists of my three most prominent and strongest projects. The first being my Trend Forecasting project that discovered and directly sourced information, and visual data from catwalks, street style, WGSN reports to implement and aesthetically show a professional development of garments and styles of clothing portrayed through the catwalks, the essence of the module was to develop skills to show future of a trend.
The second piece of work consists of the buying module, once of which areas I want to be work in. The piece consists of the development from trends to the finished product of the range plan. The project looks into direct changes, competitive overviews and sector analysis.
My Final Major Project is a business that will help and develop small businesses with social media, website building, brand development, marketing and instore structure. The business saw a gap in the market and how the UK small businesses are the backbone of the economy. The business offers packages for small businesses to buy into. By doing this the business would create a new level of development.
"Technological innovations have the potential to dramatically modify retail landscape" [Hopping, 2000]
Augmented reality[AR] technology have emerged as an important platform in the fashion industry as today, consumers are experiencing new ways of engaging with brands, new ways to enhance shopping experience, also experiencing different approach of being served. The retail sector in fashion brands are currently exploring innovative methods to enhance consumer satisfaction through the conveyance of technology integrated into the entire retail process.
Based on my dissertation topic, “Augmented and Virtual reality technology shaping the future of fashion”, the Final Major Project explored a brand new innovation called Boohoo ARkit. A project collaboration between Boohoo fashion brand and an AR technology camera app, Lumyer aiming to make mobile online shopping more convenient, with special focus on the interaction between the way retailers engage brand’s story through integrating with an AR technology. The partnership is positioned to increase sales by bringing the try-before-buying concept into online platforms leading to reducing return rates and removing the uncertainty to purchase a product online. With this collaboration, AR technology is helping customers become more confident in their buying decisions as the customers want to know exactly what they are purchasing online. Boohoo ARkit looks to target Generation Z and Millennials as these groups are categorize as the digitalized population, hence heavily influenced by technology. They are fond in using mobile devices to browse all social media platforms and would do mobile online shopping often.
Boohoo ARkit truly does shape the future of how consumer shops online in the digitalized era as it provides a brand engaging, seamless mobile commerce experience and the present review of it makes a number of contribution to the fashion industry. This significantly proves that AR technology creates a great interactive environment between the brand and retailers as it establish a deep connection between product demand and consumer’s desires.
“Connectivity may be the most powerful tool in our lives today, with informational, economic, social, cultural, and political impact.” (Taylor, 2010)
Throughout my 3 years at university various modules, particularly my dissertation, have influenced me. Each have all provided me with different perspectives from a variety of sectors and have gained a particular interest in the Marketing and PR sector. Throughout the variety of modules I have acquired skills in Adobe software, specifically InDesign, Illustrator and Photoshop. In addition to 5 years of part time retail employment, and industry internships, university has prepared me for industry.
My dissertation, “How the fashion industry is using social media to influence their consumers” was an extensive study of in depth research that demonstrated how social media has evolved, and how visual sharing through bloggers/vloggers is the becoming a key promotional tool to advertise. In addition to the positives of social media, research also identified serious detrimental effects, especially within mental health issues such as depression and anxiety. Throughout the project I collected primary research through multiple interviews and focus groups. This gained an insight on how social media is effecting day to day life, as well as having a damaging impact on mental health. The results from this research indicated that there was a need to raise awareness about social media depression, as well as the need to educated the millennial generation on how to tackle the detrimental effects.
Threads from my dissertation research lead to the development of a travel pop up campaign for my final major project. As well as collaborating with students and industry experts, I created a business plan, marketing strategies, a one year financial plan, along with promotional material all encrypted with QR codes tailored to the target consumer.
My ambition is to forge a career within PR and Marketing where I can offer something new within this sector, contribute my research and ideas, in addition to enhance and refine my business and marketing skills. Over the last 2 years I have been interning at Next head office within the PR department and I feel it has further developed my knowledge within the industry.
Uewser is the first social media based app created solely for the purpose of reading the news.
Creating a personalised, communicative, visually stimulating news experience for the Gen Z consumer.
Final Major Project based on the concept of a brand new social media based news app called Uewser. Much like instagram the design of the app is easy and clean to look at but also has all the personalised news a person could need. The Final Major project included and extensive business plan entailing all functions and uses of the app as well as market research, consumer profiles, 12 month financial plan. The business plan is accompanied by a visuals booklet showing mock-ups of all marketing material such as - newspaper hand outs, advertisements, pop-up stores and instagram posts. To complete the package a style guide was created to enhance brand identity and ensure effective use of branding.
More and more consumers are looking at ways they can help the animals, environment and themselves. A rises in vegan lifestyles and a fall in plastic use displays a growing conscience from society. Suddenly, we’ve got what we put in our body and what our body uses covered, so what about what we put on our body? Our skin is the largest organ, absorbing products faster than what consuming could, yet we still aren’t aware what’s in the products we put on our skin? How would you feel knowing that the ingredient in your deodorant that stops you perpetrating is aluminium? Or the ingredient in your foundation which makes for a smooth application is plastic? Thinking about all those cosmetics you put on your skin every day, whit ingredients that you can’t even pronounce, sinking into your blood flow can seem quite daunting. But, ‘it’s just the way it is’.
As a consumer it feels as there’s not way of getting away from it without having to do copious amount of research from serval sources and finding new products to replace old through various shops and websites. Not to mention what people will say when you tell them that your adapting a more ethical lifestyle. Luckily, Virtue does the hard work for you.
Virtue is a four part website with a priority for community. Virtue realizes reading up on different ingredients and how they affect you can be time consuming and sometimes bland, which is why the first section allows you find out different pieces of information all in one place with modern language and to the point data, so you don’t feel that your studying for an exam.
‘Are some products better than others?’, ‘Is this ingredient bad, I can’t remember?’ or ‘there’s no ingredients list for this product’ are all common questions that are asked when transitioning to a more ethical cosmetic approach. Luckily, Virtue has you covered. With the second section of the site being a rate system for an array products, both ethical and non-ethical. Infographics are used to look at the information at a glance so you know how ethical something just by searching it.
To save time on shopping about the third section is an online store hosting a range of cosmetic products in one place, making it a one stop shop for anybody who’s already committed to an ethical lifestyle or looking to try.
The final section of the site is the place where a community really comes together. An online forum where users can ask any quires in aid of help from other users. Where ethical beauty veterans can give advice on tips and tricks they’ve learnt across the way. A place where you can up load reviews though words, photos and even your own video tutorial. Most importantly, it’s a place to connect with like-minded people and help make a change.
Virtues aim isn’t to preach or make you feel bad, but to help you incorporate a more ethical outlook as easy as possible – the smaller steps make the biggest change.
'57% of consumers are buying or boycotting based on a brand's position on a social or political issue' - Edelman Earned Brand
2020 Marks a new decade, a time for reflection, what is wrong with our past? and how can we improve our future? The Revolution website offers brands and industry professional's a toolkit specially designed to help create a better future for their brands containing market research and information surrounding activism marketing. Revolution is updated daily by a group of researches, analysts and creative thinkers in order to provide the best market analysis for each brands individual needs, from inspiration and innovation to advice and activation, Revolution offers a range of services designed to prepare businesses for what is next.
This course focuses on the business and marketing side of the fashion industry, providing me with skills in marketing, buying and merchandising, events planning and trend forecasting. I believe all industrys succeed by being customer centric, predicting, adapting and influencing trends - this course has provided me with the skills to do all of the above.
As well as enabling students to be creative with their outcomes, my course has offered group projects which have given me the skills to lead a team as well as work positively within one. The course has enabled me to grow professionally and contributed to my desire to work in Buying.
My dissertation consisted of in depth research and analysis of the marketing sector.
This research was predominantly focusing on the younger generations (Gen X and the Millennial) as they increase their buying power and begin to demand that brands have an ethos, social responsibility and purpose as well as good product selection.
Research suggested that the current climate consists of disconnectivity and a feeling of fear amongst society as terrorism rises as well as consumer sense of lack of leadership, in turn this means less and less consumers are leaving their homes - and are instead using online shopping at their convenience.
During analysis I had learnt that in order to meet consumer needs brands would have to act more like leaders for their customers by commenting, reacting and acting upon social and economic changes happening nationally and internationally - this had already began to be done by brands such as Topman, Airbnb and Starbucks.
It was learnt that in order to generate sales, higher profits and successful marketing campaigns brands would need to create experiences surrounding activism as well as acting upon Government legislation, charities and other social changes happening - this could include movements such as the MeToo hashtag.
In conclusion brands that failed to do this would face a mass loss of customers, perhaps even liquidation.
As consumers want to become closer to their brands and connect on more intimate levels it is the brands job to remain open and honest on their opinions surrounding politics, economics ect. even though this would be a great risk for many brands the reward would be greater with a $263 billion in unlocked market potential.
Final Major Project
In link with my Dissertation my Final Major Project was a forecasting database called Revolution - due to the start date of 2020 and the link with the new decade, the database was set up to inform brands surrounding the subject of activism marketing.
The website which could also be used in app, was set to contain daily updates by researchers, analysts and creative directors in order to inform brands and future proof their business'.
These updates contained business professional's opinions on certain subject matters, statistics and polls taken in certain areas of the country to give brands a deeper level of knowledge surrounding their consumers political, economical and social thoughts and opinions.
Revolution supplied the tool kits which contained market trends and suggestions for brands instore and online activism.
Brands could also contact the database to arrange one on one meetings whereby the researchers, analysts and creative directors were able to work on marketing campaigns with themes of activism - by doing this brands would be ensured a level of succession with their out reach to consumers.
Revolution also supplied brands with seminars and workshops in order to continue the guidance of brands, keeping their information up to date and creating a closer relationship - therefor a more loyal one.
The video to the left depicts an event created, marketed and held within Birmingham for St.Basils, a charity for homeless youths in Birmingham.
For this module we were placed within groups, within this group we each decided on a role we would take within the group.
My role was that of event liason - this job role involved liasoning with potential business proffessionals who our group could work with throughout our project.
This started with club owners to discuss rental for the night to DJ's and business' who could supply the night with prizes, games and other amenities we could use for a successful night.
The night was Las Vegas theme and was held in club Mechu - a popular, upper class club in Birmingham.
This was decorated with betting tables, a DJ, free champagne, booths for V.I.P's and prizes supplied by business' for attendees to win after purchasing raffle tickets on the night.
To raise the funds in order to supply these for the night the team marketed our event by making and selling cupcakes around the University on the lead up to Valentines day, the team also created and sold 'naughty' valentines day cards to match the cakes - by doing this we raised over £1000 and were also able to sell tickets for the night aswell as booths and market our event to expectant attendees.
On the actual night our team raised more than £1900 - all in all this totaled to almost £3,000 the most funds raised across our year group and an achievement the whole team is extremely proud of.
To conclude my 3 years at Birmingham City University Fashion Business and Promotion has improved my already high level of self motivation, my dynamic personality and given me the drive and courage to overcome obstacles. Along with these skills I have also acquired personal characteristics that enable me to develop, build and maintain professional relationships. My main strengths include organisational skills, creativity and a disciplined and hard working attitude. The knowledge and experiences I have gained throughout the course have led me to become excited and enthusiastic about commencing my career in the field of Buying.
“Fashion itself is a reflection of social, economic, political and cultural changes. It expresses modernity, symbolising the spirit of the times.”
"With the huge purchasing power, millennials are the ideal audience for sustainable fashion."
The idea of U.L.A.B eco-fashion concept store establish in Shanghai is the final project for dissertation. It clearly explains the important of the eco-fashion and necessity for Chinese fashion market. It identified the major concept for U.L.A.B image, discussed how to target the consumers in China and decided some effective strategies to make shop popularity. It included 12 months financial forecasts which feasibility for the U.L.A.B. and use the 3D max mock up to display the concept store directly.
Except the final project, there are several works had been done during the university courses. The visual merchandising is one of the projects. The aim of it is to analyse key drivers, strategy and customer behaviour and turn these data into designs. Utilized Photoshop and 3D Sketchup to create an new store interior design, display window and visual merchandising effect. That can enhance self-promotional skills, time management and the proficiency of related soft wares. And for the international retailing sector, the Nando’s was concretely discussed. Conducted field trip in Shanghai to collect first-hand date for deeper insight of the local market, it can develop suitable marketing strategies for Nando to initiate in Shanghai market. This project can increase the data analysis and presentation skills.
The university provide the platform to increase the event management skills. In the second year, one event named the Black event is to raise the funds to charities. To sell cosmetics/skincare samples and chocolates on campus to get the event fund. All the members are effectively attracted participants and fund by positive interaction. And the event was successful and donated the fund to a charity group, all the members proud of themselves. According to this event, we got the team collaboration and problem-solving skills.
"It is way more than a shop. If Selfridges was a person, it would be someone you were really pleased to see." - Artist Kate Daudy
Graduating from BA(Hons) in Fashion Business and Promotion at Birmingham City University, I have a genuine enthusiasm for the fashion industry, looking for an opportunity moving into a career being a digital creative specialist. Design exploration has built my sense of creativity. As a design professional, I am experienced in graphic communication, spatial experience and interaction design. Alongside in-depth industry knowledge and experiences, I have an awareness of the latest trends getting up to date with the market development and the change of consumer behaviour. This final project reflects my aspiration on pursuing a career in digital marketing.
The dissertation, "Influencer Marketing: the potential future and the fate", has explored the popularity of influencer marketing in the fashion retail industry, investigated its future growth and developed new ideas for fashion retailers to better integrate influencer marketing into their businesses. As the future would depend on authenticity, experience, and community-driven content, it is recommended to create a space for like-minded consumers to help retailers build organic consumer relationships, turning today's consumers to become tomorrow's co-creators.
Following the dissertation recommendations, this Final Major Project, "Shall We Talk?", is a proposed concept to develop Selfridges' mobile app, offering an authentic customer-led online community space and an engaging 'phygital' personal live-streaming shopping service, facilitating Selfridges' core mission "Everyone is Welcome".
As the UK department store industry increasingly loses relevance in the modern shopping environment, "Shall We Talk" would enable Selfridges to add a layer of socialisation to mobile shopping, turning regular consumers into an army of everyday influencers to generate in-the-moment and unedited experiences. It would also combine the concept of social retailing with instant-gratification shopping, integrating customers' online shopping journey with a physical retail space, transforming the dehumanised online shopping experience into a more personal and social event, and closing the gap between offline and online.
CONTENT IS FIRE, SOCIAL MEDIA IS GASOLINE - Jay Baer
Birmingham City University Fashion Business and Promotion graduate with 5 years of runway and photo shoot styling experience within the Fashion industry. From studying this course I have gained a wide breadth of knowledge regarding the business elements of the fashion industry. Through studying modules such as; digital marketing, international retailing and events management, I have acquired a number of skills which will help further my position within the fashion digital marketing industry. Alongside my professional development, this course has also aided my individual growth as a person, preparing me with increased confidence and strong interpersonal skills.
Digital Marketing, Branding and PR:
Designing and producing a unique innovative branding, digital marketing and PR strategy for an existing brand(Hollister) with potential to improve. Aims included raising the brand profile to reach a new consumer and increasing engagement amongst the existing target market. The new proposed marketing strategy for Hollister was created in response to the findings from a marketing and branding report which was also produced. Topics explored within the report included; brand history, touch points and message, marketing mix, existing and new consumers, competitor analysis through comp shops and brand adjacency maps, and SWOT analysis with evaluation of the new opportunity for the brands improvement. The strategy which was produced, was a blogger collaboration campaign, which targeted the existing young consumer through online interaction and a physical store tour.
Identifying, evaluating and applying market entry methods for internationalisation, to enable online brand Kylie Cosmetics to successfully operate within in a new physical market. Aims included bringing the organisation into a new market where it is currently unavailable and justifying the need for the proposed entry to the new market, as well as producing visuals to support the promotional mix strategy. The proposed expansion was for Kylie Cosmetics to open a pop up store in the UK, with heavy emphasis on social media scarcity marketing, as it is the main method used by the brand. Some of the topics researched throughout the report included; the UK and US beauty market, macro and micro analysis, reasons for internationalisation and threats and opportunity analysis to name a few.
Working as a team to plan and execute a live event in order to raise money for charitable organisation St.Basils. Aims consisted of developing knowledge and application of management processes within events, applying principles of events management to a practical situation and working effectively as a team to understand the principles of group work and conflict management. Topics executed within the module included; marketing, sponsorship, promotion, PR and finance, considering the target market and legal requirements. Taking on the role of social media manager, it was important to keep a consistent brand identity across all social media platforms, and keep all platforms regularly updated regarding event information. It was also imperative to include crucial detail about any fundraisers being carried out, whilst choosing the relevant times to be posting on the different platforms for optimal engagement with the audience. Furthermore, with the event being a BKchat style debate utilising YouTubers, it was important to ensure they shared event information on their individual profiles to reach their audiences, therefore post content information was forwarded to them.
Skills achieved from these modules included;
• Understanding how to target varied audiences depending on the core consumer
• Idea generation for an innovative promotional strategy through different marketing techniques
• Understanding the importance of researching and keeping to brand identity on all platforms
• Deep analysis of competitors and how their strengths can be utilised to further the brand in question
• Exploring how organisations expand into new markets
• Understanding of the appropriate times to use different market entry methods
• Understanding push/pull factors and cultural proximity
• Utilising the stages of internationalisation
• Negotiating and liasing with industry
• Posting on various social media platforms at relevant times for optimal engagement
• Crisis management
• Strategic planning