A fashion business & promotion graduate. With knowledge and experience in buying and merchandising, marketing, visual merchandising and international retail. Seeking to employ my skills in buying & merchandising. Highly efficient individual with skills in market research, competitor analysis and graphic design. Also well trained in customer service, demonstrated through part-time work alongside my studies.
Final Major Project - LAGOM:
LAGOM, a Swedish saying. Used to express ‘not too much, just the right amount’. LAGOM is a new simple and sustainable alternative to online shopping. Through an app LAGOM provides clothing to consumers. The platform solely offers menswear to fill a gap in the market for menswear clothing rental services that has been identified through primary and secondary research. This service has been created to tackle the ever growing problem of overconsumption, the consumers issue with owning and throwing away too much ‘stuff’ and issues regarding social media and the negative impact it has upon consumers lives. This new business has been developed from research conducted for the researchers dissertation. LAGOM targets specifically a younger millennial group of male consumers, ‘the waste warriors’.
Within this final major project a variety of outcomes have been met. Including a business plan document, app mock up and video, marketing plan and time line and brand identity guidelines.
Buying & Merchandising:
A project created for All Saints, Menswear Trouser Department. This consisted of a well-informed creative package, including Range Plan & Critical Paths, and a pitch to present the completed range.
The brand identity of All Saints had to be adhered to consistently, along with the brands ethics. Whilst also considering a changing market place and customer with new desires and needs for the coming season.
The final range produced consisted of 6 garments, each with their own unique compositions, styles and colours. This range saw two core items, three fashion pieces and one trial piece. The trial piece being the most high risk item of the range as the style had never been seen by All Saints before.
"Ethical fashion is the recognition that there are human beings behind the clothes that we wear"- Elizabeth Joy
Emily is a BA (Hons) Fashion Business & Promotion graduate. She is currently seeking opportunities within Environmental Sustainability Development, Corporate Social Responsibility & Environmental Consulity specifically within the fashion and lifestyle sectors.
Throughout her time at Birmingham City University she has thoroughly enjoyed having the opportunity to be able to study a wide variety of industry focused topics, decovering in detail the workings and challenges facing fashion & Lifestyle brands.
She has used her time to develop her digital skills through the regular use of Adobe Creative Suite and Sketch-Up, using these to create CAD packages suitable for both digital and print delivery. Additionally she has been able to build up her business knowledge and language, presentation delivery, report writing and teamworkinging skills.
Emily has enjoyed drawing inspiration from the environment curated by being around fellow students as well as learning from industry guest lecturers and specialist academic staff.
Modules such as International Retailing covered with in the second year, Fashion Business Context & Buying and merchandising covered in the first year gave her an insight into the ethical and environmental standards within the industry and innovative and sustainable materials and ingredients as well as how to source them and implement new sustainable practices.
Modules covered also provided her with underpinning knowledge to complete the final year in which she undertook extensive research, liaised and collaborated with relevant mentors and industry professionals in order to complete a brief for a Final Major Project.
Emily responded to The Final Major Project brief by developing a new App for the travel brand ‘Interail’. Research highlighted a need and a gap in the market for a new travel App aimed at specifically making solo travel safer and targeted at 18-30 year-old females. The competitive advantage of the new concept was that it used the popular tried and tested travel app formula with the added extras of the increased safety features.
The Business model for the project was to use the app to increase sales of Interrail tickets to the new growing market of solo travellers. This would be achieved through, developing an App that appeals to the wants and needs of the target consumer and insuring the App reached them and that they continue to use it through implementing a 12-month marketing plan.
The CAD package produced included developing a new App with innovative features, Providing a marketing strategy through the use of the likes of a professional promotional video and influencer marketing and developing a detailed business plan with full costings for the new idea.
This module ensured Emily no only the skills to create applications using Adobe XD, but also has the skills to implement new strategies to a business whilst minimising and assessing risk and exposure to the business and supply chain. Additionally she is able to confidently promote new strategies to stakeholders through the use of visual and verbal communication.
Section A- Journey X Interrail promotional Video
Section B - App Link (Click to view in full screen)
Section C - Slideshow of pages from selected works, including;
Buying & Merchandising (AllSaints Range Plan)
Journey X Interrail Business plan
Journey X Interrail App pages
Trends Forecasting (Fluid Expression; exploring the impact and history gender fluidity on fashion and lifestyle trends)
"If you look at a MissGuided store and it looks like a traditional store, we've probably done it wrong." - Nelson from MissGuided, 2018
Studying Fashion Business and Promotion (BA Honours), has given me a great insight of a combination of fashion and business. Aspiring to follow the path of visual merchandising where creativity is tested at every moment.
VISUAL MERCHANDISING: -
In collaboration with Selfridges, a store review was arranged to give us an idea of how our ideas may be placed in store. With a detailed presentation given by Selfridges’, Matt Lightfoot and his team, the concept of ‘Radical Luxury’ was the main title specified.
As groups, we were to ask ourselves the meaning of ‘Radical Luxury’; with thorough research and many mood boards a vision of the store was generated. The use of the software, Sketchup, was used throughout this module where it allowed us to create the window display and store space for the brand that were chosen by us.
BUYING AND MERCHANDISING: -
With close observation to All Saints, a brand awareness and a brand identity was clarified to the extent of where the final range was to be determined.
The use of Illustrator helped with the form of the CADS produced, alongside the colours chosen from the store observations. The tags and colour were also observed around the store to determine the colour scheme of the final range created. Key drivers and trends were also considered greatly for the form and shape of the final range to driver consumers in store.
A great understanding of excel was used along buying and merchandising to produce critical paths for the final range, where all details were considered to the full extent to prepare for all future uses in the buying and merchandising sector.
Visual merchandising inspired me to research into the future of what it will look like in the future, due to the extravagant and competitive looks that store produce to compete alongside the online presence.
With the differences of MissGuided and New Look, the online and store presence of MissGuided is very much different New Look even though they are both targeted are millennials. However, due to the fact that MissGuided started off as an online brand, it is essential that they continue with this presence.
An increase in brands, whether it be online or brick and mortar stores, are slowly providing some sort of technology within their brand, for example, online brands like Public Desire, Samsung, and Victorian Plumbing.com are providing the klarna service where you can buy now and pay later.
Online community aiding a new era of comprehensive sex education
A graduate in BA(Hons) Fashion Business and Promotion desiring a career in visual communications and branding. Throughout my degree, I’ve gained skills including consumer analysis, looking into values and behaviours through theoretical studies to develop and deliver innovative and creative strategies. I recognized certain personal strengths in understanding type, layout and design through communication. A variety of work experiences in fashion retail has enabled me to understand the fashion industry along with my degree. My passion through visuals has accumulated from a drive to work in the in digital design sector and my degree has led me to strengthen such skills alongside research and analysis.
Title: "How are retailers defining feminism to heighten the Gen Z experience?"
A thorough discussion into the female representation in media and advertising and how Generation Z has affected brands ability to use female empowerment as a key marketing tool. The investigation began with research into the history of feminist waves and theories which found that social and political factors into the progression of women’s rights and representation in society. An in-depth exploration into Generation Z found the digital natives are highly accountable for emerging trends as the frontrunner demographic. Their activist values allows brands to show their support towards such social issues including gender, race and sexuality. Primary and secondary research was used through analysis of certain brand’s marketing strategies to represent how they have supported female empowerment including Always, Dove and Sport England’s ‘This Girl Can’ campaign. It was found that a new feminist wave is emerging led by Generation Z’s values and behaviours. An intersectional feminism represents all types of women including race, sexuality and disability.
Final Major Project
From further dissertation research, analysis into the emerging femtech market and the investigation of the lack of sex education, a concept was created.
The research had led my final major project to an informative app for young women aged 16-24 educating about sex, health and bodies. Pinkie’s focus on women is due to the lack of awareness of women’s body and taboo subject surrounding menstruation in the media. Through collaboration from graphic designers, a clear brand identity was established using graphics and visuals targeted to the generation z demographic.
A zine was published alongside including collaborative features from women working in industries, photo shoots of influencers and stories regarding sexual assault, contraceptive pill and body image. A photo shoot was organised from collaborations with models and a photographer where I had styled and directed to portray authentic influencers aesthetic. The zine represents an opportunity for the audience to read experiences from influencers that they can relate to as a new era of female empowerment is emerging around sex/body positivity.
Merchandise including stickers and badges were produced to allow the audience to feel like part of a club and comfortable to talk about the issues of their bodies and sexual health.
A business plan and marketing visuals were produced to support the final major project concept. Collaborators from industry experts guided the research following the business idea.
Ottilie is a BA (Hons) fashion business & promotion graduate seeking a career in the events and PR industry. She has a particular interest in environmental sustainability and aspires to integrate this into her future job role.
Ottilie’s dissertation titled ‘Closing the loop on wool: How is British wool contributing sustainable strategies to the fashion industry?’ investigated topics including the environmental and ethical issues within the current wool industry, consumer buying behaviours towards wool and the importance of longevity. This in depth study into such an important sustainable fibre for the future of fashion enriched Ottilie’s passion for sustainable fashion and British manufacturing. The study highlighted other business opportunities for farmers to create sustainable and fully biodegradable fibres from food waste in a system called AgraLoop, which Ottilie suggested would be a sustainable alternative to blending synthetics into woollen garments.
Ottilie took on the role of PR manager during the events management module at Birmingham City University and as a team of seven students; organised and executed a fundraising event for St. Basils Youth Homelessness Charity. The role of PR manager consisted of producing a press release, securing brand sponsorships, liaising with local press and media and gaining interest across social media platforms.
The event was a retro themed workout night out, instructed by an official clubbercize instructor with a DJ, raffle prizes and neon body paint. Ottilie’s interest in events was sparked from this event which allowed for entrepreneurial creativity and a sense of achievement when raising money for such a worthy cause.
Through trend-led research and the use of LS:N Global, Ottilie became interested in Cannabidiol, commonly known as CBD, the wellness trend of 2019. She combined this with the consumer need for convenience health services and women’s frustrations of being over looked in the pharmaceutical industry, which resulted in her Final Major Project: ‘The Cupboard’ an e-commerce app which offers consumers a personalised approach to holistic therapy.
Outside of university, Ottilie has had internships with the events team at Brides & Traveller Magazines, both Conde Nast publications. During the internship she gained experience in venue decoration, guest lists, meet and greet and administration. During industry placement, Ottilie was the fashion editorial intern for LOVE magazine where she particularly enjoyed assisting on set for shoots and having the responsibility of sourcing vintage pieces from around London for the LOVE 10th Anniversary Issue.
‘Diamonds are made under pressure’ (BeckyJohnstone,2019)
An upcoming BA (Hons) Fashion Business and Promotion graduate. Throughout my three years at Birmingham City University, an extensive amount of skills has been gained through a vast amount of modules. These include a various range of software such as; InDesign, Photoshop, Premiere Pro, Illustrator, Sketch Up and After Effects.
My Dissertations aim is to identify the future of Neutral Culture in retail. Furthermore, I analysed the social, cultural and historical impacts of Neutral Culture, while acknowledging the trends which are aiding the rise in the fluid movement. Thorough research will be carried out to identify a tribe within the Generation Z consumer, due to them being the generation who are challenging ideologies and creating movements within society. The research concluded throughout that Neutral Culture is on the rise. However, society and retailers are reacting slow. Therefore, brands must start thinking about giving their Generation Z consumers the experience they aspire for, to secure customer loyalty. After researching a broad area for my dissertation, through elimination, I proceeded to choose what I was most interested in, and this is what led to ‘Modern Manhood’ for my Final Major Project.
Brewdog's modern manhood- men's mental health club will launch a new beer in conjunction with a virtual community. The beer will be called modern manhood to represent the club concentrating heavily on the hoppy, citrus taste and non-alcoholic. The club will work in partnership with a non-profit organisation calm, who will receive 30% of every beer sold.
Modern manhood is a response of three key drivers which are driving consumer behaviour such as; demands for more male mental health support, decreasing use in social media to improve mental health and male social constructs. The consumer tribe identified in the business plan were the generation mental wellness creatives. These consumers are aware of their mental health and they are exploring the low alcohol sector in further depth. Licensing act 2003 states that alcohol means beer, wine, cider, spirits and other liquors over 0.5% abv. Therefore, any drink below 0.5% abv is not classed as alcohol. The non-alcoholic market has grown by 13% and continues to be the fastest of any alcohol strength brand in the uk. This highlights an opportunity for brewdog to expand into.
Operations for this club will take place 2 months prior to launch for technical brewing. Modern Manhood in the first year of launching will use fifteen of their bars around the UK as locations for the organised club members meet up's. The club benefits from being graphically interesting and has aims to spread awareness of toxic masculinity.
According to Brewdog's cashflow forecast, Brewdog will be making a profit of £3543, the primary reason for this campaign is to provide a community for men to feel at ease. Therefore, the campaign reaps benefits for all those involved, the consumer, calm, and Brewdog.
To complete the package, a brand style guide was created to strengthen the brands identity and ensure effective use of branding.
A Graduate in BA (Hons) Fashion Business and Promotion aspiring for a role in Trends Forecasting. The aspiration stems from wanting to understand how one small influential item or person can change the whole outlook on a year’s season and how that is passed down from high fashion to fast fashion. My experience at university has created further intrigue and solidified my communication and research skill through different projects. I have also gained further insight by going into industry to experience different sectors such as marketing & PR, events and trends forecasting. This has showed me how what we are learning in rolled out into industry and how it changes sector by sector.
‘Emerging technologies and its influence on fashion retail.’ Was an investigation into how new technologies are changing the way we shop. Assessing the effects of the rise in digital technology and e commerce this dissertation is an in-depth research into how technology can boost bricks and mortar. Using Secondary and primary research sources included interviews with industry experts, focus groups, events attending panel.
It was found that there is still a market for bricks and mortar retailing with incorporation of digital technology. This creates a more personalised experience as well as interaction for the customer.
FINAL MAJOR PROJECT
Stemming from research of my dissertation Acquisition was an app created to incorporate digital technology into the retail sector.
Since the development of e commerce shopping instore has taken a hit. But there are new innovations such as Alibaba Taboa concept store.
The concept of Acquisition is something that is a mixture of both digital and online. The app will provide features such as a way to purchase products, this could be from where you are standing instore to be sent for collection for you then to get the items at the end of your shopping experience. Acquisition is an app mainly focused on the millennial consumer. As people being to have a busy lifestyle they forget the joys of shopping instore. The app will Launch in Selfridges Birmingham. Birmingham has over two University and is a cultural city. As the second biggest city in England Birmingham would be a great place to launch as it has people from different walks of life come together to enjoy the offer the bull ring and the city has to give them. Acquisition is like no other as not one competitor has more than one feature that it includes.
From all the research a business plan, working app prototype was created with some help from collaborators.
'Mainstream media has created a culture of self-hate. It’s also pretty boring. We grew up being sold stories about purity, femininity and perfect happiness; now we want to tell new ones.’ (Ladybeard, 2018)'
A recent graduate in (BA Hons) Fashion Business & Promotion looking to start a career in the Fashion Buying Industry; strongly business minded with a creative flare, I am an organised and motivated individual, my ability to communicate effectively with others allows me to work well as a team member, aswell as a leader if required.
In my final year at BCU for my dissertation, I focused on the topics of idealised beauty, feminine standards and the detrimental effects this has on young women’s mental health. Channeling these topics through the cultural icon Barbie and exploring why young women feel the pressures from society to live up to unrealistic standards. Speaking to women and men all round the world via emails/ surveys and interviews enabled me to gain insight into the growing pressures and challenges surrounding body dissatisfaction and how perfection continues to rear its ugly head within society.
Following on from dissertation I ran with the thread of idealised beauty and developed a concept of escaping to a place where these standards are non existent. My research then turned to the health and wellness sector where I looked at the effects that the anxy epidemic is having on this generation and the innovative ways that people are using to tackle health issues in modern day society. I study the sudden growth in wellness apps and the decrease in patient doctor relationships and how unconventional methods of treatment are becoming the new norm.
The idea for my final major project is formed based on this initial research, ‘Bubble’ is a health and wellness app which allows users to disconnect with the outside world in order to reconnect with themselves and their inner beauty. The app will take users on a journey of self discovery, educating individuals on the importance of self care, health and wellness, mindfulness and inner beauty. In this project I collaborated with industry experts, a graphic designer assisted me with the general layout and design of Bubble and a student photographer sourced original images which were used in the social media campaign and marketing.
Alongside my degree I have completed a two week work placement as Missguided HQ in Manchester where I worked alongside the Buying Department (Jersey Tops). My experience at Missguided taught me essential skills such as how to create a comp shop, how to take notes in a fit meeting and how to use company software such as magento and map your tag, these are all transferable skills which I will take froward into industry with me.
Graduate from Fashion Business and Promotion, aspiring to work within the Marketing or Advertising sector.
During my time at Birmingham City University, I have found myself enjoying and gravitating towards the marketing sector, with a particular interest in advertising as of third year.
I have built my final major project around my interest for marketing, and aligned it to Graduate Fashion Weeks Marketing Award. From the conception of my final major project during the research phase of my dissertation, I knew that marketing a new concept for a company would be an interesting way to develop and showcase my creative skills.
The Dissertation project delved into the lifestyles of consumers in Western Society today, making links between historical and current context, posing the question "Is there a way to make it easier for consumers to live healthier lifestyles?". Further research into current health trends and those who adopt them helped to identify a target consumer, confirming why the recommendations made would be suitable. The recommendation that supermarkets could offer their own meal kit service inspired the creation of Fitco. Fitco is a Tesco own meal kit, with the input of Fitbit to provide nutritional information and education to consumers.
Within the Final Major Project, Fitco evolved visually and the finer details were researched and developed to ensure that Fitco would be a viable business. Marketing collateral was created to demonstrate how Fitco advertising would look to the public, and a marketing plan was established to outline when and how this advertising would manifest.
'These aren't just holidays, these are M&S holidays'
A BA (Hons) Fashion Business and Promotion graduate, aspiring to obtain a role within the marketing sector. Studying this degree has broadened by knowledge beyond expectations, by learning a wide development of skills, transferable across various sectors such as; branding, PR, events management and digital marketing. Final year studies have sparked a passionate interest within the ageing population and the rapidly changing market trends surrounding these consumers.
Competition and Final Major Project:
Through extensive research into market trends and key drivers within the chosen sector, a proposal for a collaboration for Marks and Spencer and the travel industry, was pitched alongside a research document. This concept was developed throughout Final major project, presented in the format of a Business plan and Marketing Strategy.
The concept was developed to respond to the shift within current market trends and adhere to the demand from the ageing consumers. Baby boomers are a very misunderstood generation, with many of them feeling overlooked and patronized by brands. However, primary and secondary research suggests this generation are rebelling against traditional stereotypes and in effect are refusing to age gracefully. Therefore, now is the prime time for M&S to gain a market share within the travel industry which is currently a booming industry within boomers!
Consumers are now seeking real life meaningful connections that enable new experiences. With travel experiences being the most craved new collectors’ items. Globally, the older consumer outnumbers other age groups, they are expressing a growing interest in spending more time and money on travel experiences.
Video 1 (Top) is a walkthrough of the marketing plan for the collaboration, the plan highlights both digital and physical channels of marketing by ensuring a strong consumer awareness is obtained prior to the launch. Video 2 (Right) is a walk-through of the business plan, the plan explains the concept and justifies it with key drivers and current consumer trends. The business plan also covers areas such as brand operations and finance.