Currently finalising a BA Honours in Fashion Business & Promotion at Birmingham City University. Alongside my course I have gained over 4 and a half years of retail experience, working for the UK's leading department store Selfridges&Co and also gaining experience in fashion product assessing at Newlife Fashion Charity for Disabled Children.
Over the duration of the course, my creative and corperate skills have developed immensely. This is showcased in a variety of the modules I have succeeded in such as Digital Marketing, Branding & PR for premium menswear brand Pretty Green, Trend Forecasting where I identified a new trend blossomed from sustainability and the natural world, Events Management where I controlled the social media for my teams event brand which held a fundraiser in aid of St. Basil's Charity, to finally my last year where I've been able to apply everything I have developed and refined into researching and developing a business idea of my choice.
MEN. SELF HELP APP :
After exploring the topic of "Is social media dependence a mental health issue?" in my dissertation, and undergoing multiple primary and secondary research supporting the question, this led me onto my competition module, where I identified through key drivers, market sector research and competitor research that there was not only a gap but an urgent need in the relevant market for a male-focused self-help app. During the competition module, the men. app was born.
"Focusing on the MEN in mental health"
After also identifying the harrowing statistics based around young males mental health, such as the leading cause of death in males aged under 35 is suicide, this pushed me to further research into the topic. The men. app creates a safe space for young males aged 18-25, who struggle to open up about their emotions and struggles due to toxic masculinity stereotypes that have been implemented into their brains from a young age. The app focuses on encouraging its consumers to share experiences, worries and support to fellow users, encourages self-care through meditation, skin care, digital diets and music, and also gives the user weekly blog reads.
A graduate of Fashion Business and Promotion BA (Hons) from Birmingham City University. Currently seeking a job in the PR and Influencer Marketing sector. Final year studies sparked an interest for influencer marketing and a wealth of industry knowledge was acquired. A hard working, dedicated individual aspiring to work in the fast paced fashion industry.
“One of the biggest, most elaborate, wide spread scams in the history of marketing.” (Social Chain, 2018)
The Influencer Marketing industry is one which is constantly evolving as it is one of the easiest and most effective forms of marketing for brands to use. However, with this comes Influencers who will try to cheat the system through buying their followers and their engagement, this has been labelled “One of the biggest, most elaborate, wide spread scams in the history of marketing” (Social Chain, 2018).
Fraud Filter is a digital software for PR agencies and brands to use which will filter out fraudulent Influencers as well as highlighting those who have has succeeded in previous campaigns. This allows brands to only use trustworthy influencers best suited to them and to leave reviews on Influencers highlighting which ones should be avoided.
Agencies and brands will pay a monthly subscription fee to Fraud Filter which will give them access to all of the features including a huge database of millions of influencer profiles, showing their campaigns, Instagram page, reviews from other brands who have previously worked with them as well as a list of all the brands they have worked with in the past. It will also show their follower number, amount of campaigns they have previously taken part in and also their ‘true engagement’. This is the amount of engagement they have gained from real people and not Bot accounts. This is one of the most important features of the software as it allows brands to clearly see which Influencers are fraudulent and who they should avoid.
The software will also include a blacklist specially created by Fraud Filter which will collate all of the Influencers who should be avoided due to having a low number of true engagement or having a high number of bad reviews from other brands. This will be extremely beneficial as it will stop brands from unnecessary spending on Influencers who do not produce revenue as, despite them having a high number of followers, if their true engagement is low this means no real people are viewing the content they are creating.
A marketing strategy, financial plan and future growth strategy along with multiple outcomes such as an app, a website, a mock up of a launch event and invitations were created to portray this concept.
A BA (Hons) Fashion Business and Promotion graduate, aspiring to secure a role within the creative marketing sector. Looking for a dynamic, city based, multidisciplinary role within the contemporary luxury fashion landscape. Final year studies have sparked an interest within consumer subcultures with the hope to apply this knowledge to lifestyle brands.
// "A study into the monetary revolution of cryptocurrencies", explores the relationship between the cryptocurrency consumer and the luxury streetwear market.
Conclusions: Crypto-affluents are attracted luxury streetwear as a status symbol within the community as it connotes money and power whilst still being rooted in reality. There is evidence to suggest that the next tribe to adopt the monetary movement of cryptocurrencies is Generation Z as they are susceptible to the hype culture around the topic. They are a tribe where money has exclusively been made of numbers in a digital record. It is only natural for Gen Z to adopt cryptocurrency natively and be the early majority tribe to adopt this innovation.
FINAL MAJOR PROJECT:
// NEW BUSINESS IDEA, making wearing clothes an earning opportunity.
Chained is pioneering the circular economy of luxury clothing, using blockchain technology to create a service which allows members to monetise on their fashion items using smart contracts. The digital twin of a physical fashion item, through assigned smart tags. Smart tags uncovers and preserves items unique history and value through factors such as authenticity, provenance and previous ownership. The new-found knowledge about a fashion item then becomes a source of luxury in its own. Through new interaction channels on the Chained blockchain, members become curators and collaborators. They may now engage in a seamless brand experience along their physical, digital, and virtual touch points. Through the clear identification and authentication of items. Chained creates a secondary fashion economy which provides safe access to unique and rare pieces.
This idea was communicated within an entire digital package, including;, Business Plan, Marketing Strategy, Media Plan, App, Whitepaper and Style Guide.
Throughout both modules, visual layout has been carefully considered to relate to and reflect each concept. Particularly within FMP, suitable marketing material has been created to demonstrate and visualise the strong brand identity, highlighting skills within branding and creative marketing.
“Think like a queen. A queen is not afraid to fail. Failure is another stepping stone to greatness” Oprah Winfrey
This body of work presented as digital visuals, exhibits a collective of modules, that have contributed towards the foundation of my inspired career path within Fashion PR, Ecommerce & Social Media.
| BUYING & MERCHANDISING
The first phrase, introduced an interest of trend interpretation was Buying & Merchandising. An Outerwear range for Womens Spring/Summer 2018 was created to represent the distressed aesthetic that AllSaints brand embodies. This was developed through the use of trend influence, critical paths, consumer awareness and customer outfit builds that incorporated the 6-piece CAD range personally designed and created with Adobe Illustrator and Photoshop.
| DIGITAL MARKETING & PR
Digital Marketing & PR saw research into how Vero Moda’s current marketing campaigns were aligning with their consumers and market position. A promotional strategy was developed that would increase awareness & profit through social media. The concept included debuting Vero Modas collection with an Influencer/Blogger riddled fashion show at the opening of their Westfield Stratford store. #VMFS required a timeline of costings, concept mood board and mockups of promotional collateral that would account for budgets towards the event.
| VISUAL MERCHANDISING
The dystopian Black Mirror inspired theme, was digitally created using Sketch Up to compose window displays presented as Virtually Muted. Visual Merchandising’s group concept, interpreted the meaning of ‘Radical Luxury’ in todays connected world; from Selfridges 2018 campaign theme. Exploring how retail spaces influence customer awareness & engagement through the altered encouragement of an enhanced sensory experience using this research to shape the future of retail design.
| FINAL MAJOR PROJECT COLLECTIVE
Blackdrop is the modern mobile directory app concept that was innovatively developed as a positive accolade after extensive research of key drivers collated from the titled Dissertation, ‘Melanated expose: the racial representation & perception of Black women within the fashion industry’. Against the negative connotations and injustices faced & reposted online, this Final Major Project’s primary objective focuses on locating Black-British owned businesses in England. While welcoming use from all walks of life – Blackdrops target consumer are the Millennials & Generation X audience. Unique attribute that Blackdrop also offers, focuses on presenting the Black youth from disadvantaged backgrounds with a mentoring scheme aligning themselves with participating UK Black-owned businesses - to resourcefully educate and encourage the community to reinvest back into ‘buying black’ while creating generational wealth & opportunities.
As I graduate from a BA (Hons) Fashion Business and Promotion degree, the last three years has given me the guidance to develop myself and identify the career I would like to pursue, that being Visual Merchandising. During my time on the course, I have studied in depth, numerous roles within the industry from Marketing and PR, Events, Buying & Merchandising, Trends Forecasting and many more. With constant referencing to what is going on in the world around us, and how that is influencing the fashion industry, this crafted the work I created during my final year for my dissertation, which is the sexual injustice women face on daily basis and how the #MeToo movement has shaped the way for women to securely come forward and make a stand.
During our Visual Merchandising module we was able to work alongside the Selfridges Birmingham team, to come up with a concept for their new ‘Radical Luxury’ campaign that would go on throughout 2018-19. I am very passionate about styling fashion pieces, so the freedom with this module really meant we could go out of our comfort zone and try something different. Myself and my team chose food, and came up with Minus – a fine-dining vegan eating experience.
Outside of university, I have gained a lot of knowledge of Visual Merchandising, working in retail for four years. Even though I am a sales assistant, I have always expressed my passion for Visual Merchandising and have been lucky enough to have a great relationship with my Visual team, that allow me to take on the role when support is needed.
During my second year on the course, I did a two-week placement working very closely with my Visual team at work. From this I learnt new terminology, routines and methods, and the managerial role that comes with it. It was very hands on, and hard-working, which gave me a real insight into the role and what to expect if I did want to pursue it. My team was very impressed with my work and I was put forward for progression to a Visual Merchandiser when I graduate.
Alongside my interest in Visual Merchandising, I have a lot of experience in social media as fashion blogging is another aspiration of mine. I have worked closely with numerous brands and companies to help promote their products to my following.