“Streetwear speaks to a highly influential young audience that the high fashion industry desperately needs to get in touch with” (Mansel Fletcher, 2018)
A BA (Hons) Fashion Business and Promotion graduate aspiring to find a role within the Visual Marketing sector. Through my studies I have developed a wide range of transferable skills across a variety of sectors such as Digital Marketing and PR, Events Management, Buying, Styling and Branding to name a few. After writing my Dissertation and then developing the concept into my Final Major Project I have developed a keen interest in subcultures, streetwear culture and the impact it is has had on the luxury market and how this is communicated to consumers.
Final Major Project:
Minted is an emerging online platform which allows luxury brands to rent their clothing in particular their streetwear styled products to social media influencers and eager fashion-conscious Generation Z consumer. Minted’s goal is to provide a solution to the damaging impact the fast fashion industry has on the environment and to encourage young consumers the importance of shopping sustainably and showing them, it can be fashionable. Video 2 (Left) is a display of the digital platform. Once customers have subscribed, they have access to a wide range of designers alongside a quarter yearly digital zine keeping them up to date on the industry and Look book. Video 1 (Top) is a walkthrough of Minted’s Business plan detailing their marketing mix, operations, cash flow and market research.
The Dissertation ‘How has the remodelling of social class and shift in subcultures impacted streetwear today and how it has influenced luxury brands and their marketing techniques towards Generation Z?’ explores the origin of streetwear and its subcultures, the impact social class has on these subcultures and their consumerism, how the trend has trickled up and infiltrated the luxury sector and their marketing habits and how brands target Generation Z through their social media and drop dates. The Dissertation can be viewed in Video 1 (Top).
Throughout both modules, the visual layout was carefully considered to reflect each concept whilst keeping a consistent layout throughout. During the Final Major Project appropriate marketing material was created to establish a strong brand identity across all platforms displaying my skills within visual marketing.
A digital tiered loyalty scheme that rewards consumers of high end high street for their loyalty with unique, immersive and exclusive experiences.
"Loyalty is difficult to maintain and brands must strive to provide excellent customer service and a unique way to market their products to remain exciting and inspiring." (Reimer, L. 2018).
BA (Hons) Fashion Business and Promotion graduate, aspiring to be employed within the fashion PR sector. Dynamic, confident and charismatic individual looking for a city based role at entry level. Various modules and relevant work experience has created enthusiasm and sparked an interest in PR, social media and consumer behaviour that can be applied to roles within the industry.
The dissertation titled: ‘Has a rise in the accessibility of designer fashion brands and a change in consumer demand affected the luxury fashion sector and has it caused a loss of exclusivity?’ investigated the current social struggles within the luxury fashion sector and discussed how the industry is changing based on a number of factors such as counterfeit goods and the rise of outlet stores.
This dissertation required in-depth research and analysis of the luxury fashion sector using both primary and secondary methods of research. Primary research methods included: surveys, focus groups and interviews with industry professionals.
It was found that although luxury items are increasing in availability- there is no real loss of exclusivity, there is just vast changes in the way consumers are shopping- i.e. online- in particular millennials.
FINAL MAJOR PROJECT: Exclumode
Following on from the dissertation research, recommendations were formulated. One recommendation was that high end high street retailers should use marketing and promotional methods/ strategies favoured by luxury brands to create the same excitement and hype around these brands. This exploration lead to the hypothetical concept: Exclumode being created.
"51% of consumers said they value access to ‘exclusive’ events, products and sales. Also, the idea of perks such as earning points redeemable against purchases are attractive to consumers." (Coffee, P. 2014).
The concept focused on ensuring consumer loyalty for high end high street brands such as AllSaints, Whistles and Ted Baker. This was done by rewarding loyalty to these brands with experiences that money cannot buy- therefore boosting their exclusivity and making them extremely covetable. There are also functions on the app such as a personal shopping element, trend analysis and instant messaging service to connect with other consumers, ideal for consumers that have a high expendable income but are time poor.
A business plan containing a detailed marketing plan, financial forecast and outcomes was devised. Creative outcomes for the concept included a new media digital app, website, promotional video, social media promotional material, physical marketing material and press release. This was aided by collaborating with industry professionals, including app designer, videographer, accountant and model.
For further modules visit: https://www.eleanorrutterbutcher.myportfolio.com
Through the variety of modules, I have studied over my 3 years at BCU I have been able to explore multiple sectors and areas within the fashion industry allowing me a wide perspective. Through this exploration I have a strong understanding of past and current issues within the industry strengthening the direction and values I wish to progress with. With a strong desire to progress within buying I am especially keen to do this within the high-end high-street sector of the industry.
Title - “To explore the progression of genderless fashion through the presence of gender signifiers.”
Aim - “To explore what the future of genderless fashion is through the investigation into the concept of gender neutral within society and fashion and analysis of retail responses.”
My dissertation was a project I was especially excited about as I explored a subject I had wanted to develop into over the 3 years. The relationship between fashion and gender is something that has been prevalent in the industry for years and through my exploration into this I have developed a strong understanding of this relationship and its impact on retail. To conclude this research recommendations were made in relation to visual merchandising and further research.
Final Major Project
Through the recommendations from my dissertation different forms of ideation techniques were used which developed into a concept around minimalism. This project had four outcomes consisting of a business plan, Zine, style guide and a collaborations document. The business plan included research into key drivers of the concept along with competitor and market research to support its validity. A detailed break-down of the operation of the business was discussed with a calculated 12-month financial plan including a break-even analysis and 12-month marketing plan. A 50-page A5 zine was printed as a form of marking for the publication. This consisted of four sections discussing mental health, wellbeing, design and culture. This zine is aimed at Generation Z and Millennials who are yet to be targeted by competitors. A style guide was produced to express the aesthetic of the brand and publication along with a variety of mock-ups displaying a website, app and first edition of publication. A document detailing all industry and professional collaborations was also produced including Stacked Magazine, an architect graduate and a psychology MSc graduate who supported this project.
“A greater emotional and spiritual understanding of health is taking hold, balancing exercise and mindfulness” (LSN, 2018)
A BA (Hons) Fashion, Business and Promotion graduate, aspiring to secure a role within the marketing sector. Studying and work experience has enabled the development of a variety of transferable skills across various sectors such as marketing, PR, buying, merchandising, events management and styling. Throughout my final year, my work has been tailored around social media and making a difference to the current and future generations physical and mental wellbeing.
Final Major Project
‘Being You’ is an all-encompassing app designed to help consumers improve all aspects of their well-being: Their mind and their body. The concept of the app is that it connects to the consumer’s tracking device, which is able to detect their feelings of stress, sleep, day to day habits and exercise levels. The app uses this information to recommend things to help the consumer and reward them for their levels of exercise. Video 1 (top) shows the business plan, website design and marketing methods. Video 2 (left) demonstrates the features of the app.
Throughout this module, branding and visual aesthetics have been carefully considered to relate to and reflect each concept. Marketing materials have been created to demonstrate and visualise a strong brand identity, highlighting skills in creative marketing.
A dissertation was undertaken into ‘The fakeness of social media: how it impacts the lives of consumers’. It explores how social media has caused a shift in the thoughts and behaviours of consumers. Research concluded that consumers fail to process that social media is not always a true reflection of a person’s life which has implemented the rise of low self-esteem and anxiety levels in millennials and gen Z as they compare themselves to others.
The dissertation can be viewed in video 3 (right).
Further research into the impact of social media on a person’s wellbeing revealed that consumers are turning to self-care techniques, such as meditation, exercise and dietary changes, to reduce these effects.
After completing three years of the Fashion Business and Promotion course, I have decided to seek a career and opportunities in a Merchandising field. In the first year, I completed a module titled 'Buying and Merchandising', in which I completed a booklet (using Adobe Illustrator and Indesign) that included: a trend direction, catwalk inspiration, key shapes and silhouettes, colour palettes and print direction a final range. The final range was a new range of Women's Jackets for the brand Allsaints, based on WGSN's Trend Direction, Slow Futures. I designed and created the CAD's, along with a critical path for the garments to be phased into the store.
During the second year, I completed a module titled 'Visual Merchandising', which involved working in a group to develop a Visual Merchandising concept for Selfridges & Co. The brief was to create an idea for a pop-up store, based around the concept of 'Radical Luxury'. Programs such as Sketch Up, Adobe Photoshop and Adobe InDesign were used to create the final outcomes. Our concept was titled 'Fractured' and was an idea formed from all the divides and chaos in todays world. For example, riots, issues with racism and the growing need for escapism.
Lastly, in my third and final year I completed my Dissertation. The 6,000 word booklet was based on the Lingerie market and how social issues in today's society are effecting its marketing. The topics discussed within its chapters were: Diversity, Feminism, Design, Sizing and social movements such as #MeToo.
The conclusion of the Dissertation was that lingerie marketing campaigns will continue to be perfect for a 'body positive' generation. In the future, it was determined that main stream brands will move their marketing towards the 'average woman', rather than focusing on a woman's insecurities.
Fashion Business and Promotion graduate pursuing roles in Buying
My name is Sophie Ordidge and I am graduating from a degree in Fashion Business and Promotion from Birmingham City University. I am seeking full-time employment within the fashion industry. With industry experience in styling, I have an understanding of trends forecasting, budget control and attaining customer and brand awareness. I am pursuing a career in buying and hope to begin my career in the role of a buying admin assistant.
Final Major Project
Demonstrated the benefits of talent, resource and fund sharing amongst creatives and illustrated how creatives are to work collaboratively in a more sustainable, environmentally-conscious future. Designed an online social platform equipping creatives with the necessary tools required to collaborate with others starting-out in the industry. On both a website and app platform featured services including a location service to identify nearby coworking hubs, a crowdfunding service and a collaboration invitation service. Collaborations with other creative university students took place to enhance both the project’s business and creative content. A 12-month marketing strategy with promotional material were prepared.
Analysed the work of generational experts to identify Generation Z as the generation most prone to adopting ethical and sustainable purchasing behaviours. Defined the resale market to as a way for the generation satisfy their desire for apparel consumption whilst adopting entrepreneurial characteristics. Contacts within the resale market sector were utilized when collecting research through conducting interviews which communicated the financial and environmental significance of the resale market. Provided recommendations of internal and external factors that are to drive further growth within the resale market.
Buying and Merchandising
Designed a new product line for AllSaints to align with the brand’s existing consumer. Acquired fundamental consumer and brand awareness. Staged primary research instore to strengthen the body of research and validate creative decisions. Analysed WGSN trend reports and luxury runway collections in order to determine the aesthetic of the menswear jacket collection produced for the project. CAD drawings of six pieces were produced. Both critical paths and product lead times were executed to a high standard for all six pieces.
This collection of work shown was created by myself during my final major project. The overall FMP project had originated from my dissertation that was based around young people.
I am a recent graduate from Birmingham City University, during my time at university I had studied Fashion Business and Promotion BA (Hons). I am looking to pursue a long-term career in Human Resources. Although I have 5 years plus within customer service, however, previously to completing my bachelor’s degree I had completed a course in business studies which I enjoyed which allowed me to gain some knowledge in human resources whilst on the course.
‘Do the Youth Have A Voice?’
The overall aim of the dissertation was to explore if young people had enough support to be successful in life.
Current affairs that were discussed were the crime rates that had increased dramatically within England by 22% which I also found had affected low income communities as they are struggling to tackle the affect of knife crime, in addition to looking at current affairs that had affected the whole of the UK such as the London riots. Furthermore, Race was also looked upon to identify how black males felt and if they believed they were subject to scrutiny from the metropolitan police which could also create psychological long-term effects that could continue into adulthood, in addition to young black males feeling negatively against the police.
Youth Clubs have tremendously been decreased by £39 million in the past seven years which could also affect young people wellbeing long term as they grow into adulthood. Overall the different issued discussed in the dissertation was highlighted to identify how young people may be affected by the current affairs in England.
This dissertation helped to establish a subject that was continued into my final major project to potentially help young people.
Kids Play was created to allow young people aged 5-11 the ability to have the support that they need through various activities such as workshops, mentoring services and activity books. Kids Play not only provided a service for young people but also aimed to help parents be more involved in their child’s wellbeing. Mock-ups were provided to give an idea of the type of activities that will take place within each workshop, in addition to the website that will be used to book the company for workshops and events.
"A SAFE SPACE WHERE WOMEN ARE ABLE TO CELEBRATE THEIR WORTH EVERY DAY"
"EMPHASISING THE IMPORTANCE OF WELLBEING IN EVERY DAY LIFE"
A graduate in BA (Hons) Fashion Business and Promotion, seeking a career within the skincare and wellness sector of the beauty industry. This interest sparks from a personal passion which has widely developed throughout my studies at university, where I have confidently gained communication, time management and research skills, as well as always aiming to get the most out of every given opportunity. Through a range of modules and work experience I have obtained the ability to successfully work in the following areas; trends forecasting, merchandising, management, design, marketing and public relations.
“How is the changing perception of beauty affecting millennial women today and how will this effect beauty retailers of the future”. This 6000-word comprehensive study explored an extensive range of primary and secondary methods of research in order to construct a thorough investigation in this particular subject area. Five chapters explored the evolution of beauty, the medias effect on women, the millennial woman as a consumer, specific case studies and the future direction for beauty.
Following an effective shift towards the body positivity movement, the future of beauty will hold more than outward appearance and instead will offer services that target the root of beauty concerns, such as wellbeing, insomnia and stress. By implementing holistic practices, the dangers attached to the perception of beauty can effectively be approached.
FINAL MAJOR PROJECT : SENSES IN COLLABORATION WITH TEDDY SCHUYERS.
Senses is a beauty and wellness workshop utilising the five senses to create an atmosphere which aids the mind, body and soul. This is a safe space where women are able to celebrate their worth without feeling unnecessary shame or pressure to conform to controlling beauty ideals. This workshop offers a transformational way to practice self-care and beauty, by incorporating life changing experiences with the opportunity to craft a personalised fragrance or oil using specialist distillery equipment by Teddy Shuyers.
Senses was created in direct reaction to the changing perception of beauty and how this has led to the current era of self-hate. The concept of beauty stretches across eras and culture’s, therefore this perception complicates what it means to be beautiful. As the idea to be perfect becomes more dominant, it is likely that the shame associated with having a day off from beauty practices or ‘letting yourself go’, will only increase. With such technological advances, social media now dominates women’s lives therefore Senses operates as a no mobile phone zone. This is a chance for women to practice self-care in its truest form.
Senses workshops are a place to craft personalised product using organic ingredients which will pleasure the senses and soul. The meditation room operates as a place for women to share life experiences, as well as encouraging self-appreciation and love. The showroom is a place for the consumer to practice “slow shopping” even if they aren’t taking part in a workshop, everyone is welcome.
3 Room layouts – Workshop, Meditation, Showroom
Series of posters
VIDEO 1 - PORTFOLIO DISPLAYING DISSERTATION AND FINAL OUTCOMES
VIDEO 2 - BUSINESS REPORT
PORTRAIT PICTURE - POSTER
Graduating from BA (Hons) Fashion Business and Promotion with 3 years of industry experience, has led Séarlait to pursuing the career of a fashion stylist (e-commerce/editorial). Furthermore to Séarlaits' degree, she also attended Condé Nast College of Fashion and Design for a 1 Week Styling Course, in addition to being a finalist for Fashion Stylist of the Year 2018 at the Midlands Fashion Awards.
Industry experience at Selfridges, Elle Magazine and the Sunday Times Style has given Séarlait priceless industry experience, in addition to vital industry knowledge learnt throughout her degree. Working freelance as a fashion stylist with numerous renowned magazines and agencies independently, has ensured Séarlait is organised, an excellent communicator and can use her initiative.
In addition to visual communication through styling, Séarlait also feels passionate towards the lifestyle sector (particularly mental health and self-improvement). This can be shown utilised throughout Séarlaits' chosen areas of study throughout her 3rd year of university.
The Millennial Use of Self-Help
A comprehensive study of millennials use of self-help resources, influenced by the current mental health epidemic. Séarlait discovered that certain self-help methods introduced to the consumer from various lifestyle businesses, were in fact sustainable and in some instances, could override some traditional wellness methods if concepts were used accurately. However, Séarlait found that lifestyle businesses must carry out further research and consider multi-service business models to withstand the competitive market.
FINAL MAJOR PROJECT
Being: A lifestyle brand that aims to improve consumers’ wellbeing through creative, educational and luxury content, via an app, a magazine and a digital mood board on Instagram.
The app explores the 3 primary factors to a fulfilling life, by helping consumers create a balanced daily routine (routine, pleasurable and necessary activities). The app also provides opportunity to book relevant experiences and events to consumers. Alongside this, a biannual magazine aims to provide an insight into wellbeing, culture, design and more, to invoke a positive aspiration for consumers and start quality conversations.
Séarlait presented her proposal through submitting a business plan, financial report, printed magazine, complete app mock up and event concepts (posters and videos).
Birmingham City University Fashion Business and Promotion graduate with experience in social media and digital marketing within the fashion industry. From studying this course I have gained a wide knowledge of 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:
Designed and created a unique branding and PR strategy for the unreleased Missguided Menswear collection. Aims included raising the brand profile to reach a new consumer and increasing engagement amongst the existing target market. An in-depth marketing report explored the brand history and message, marketing mix, existing and new consumers, competitor analysis through comp shops and SWOT analysis with evaluation of the new opportunities and threats. The strategy which was produced, was a blogger collaboration campaign series, which targeted the existing young consumer through online interaction.
Identifying, evaluating and applying market entry methods for internationalisation, to enable Australian luxury skincare brand Sodashi 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.. The proposed expansion was for Sodashi to partner with luxury hotel chains in India. The report gave an in-depth analysis of the Australian and Indian skincare markets, macro and micro analysis, reasons for internationalisation and threats and opportunity analysis.
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. The module utilised various skills including marketing, sponsorship, promotion, fundraising and finance and target market analysis.
Skills achieved from these modules include:
- 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
- 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 liaising with industry
- Crisis management
- Strategic planning