The idea of wearable initially came from the unpredictability of UK weather. While walking home from work, it started pouring rain and it was unexpected as it was a beautiful sunny weather in the morning. Being an international student, never experiencing this as it is summer all year long in Malaysia. After surveying and asking around, results show people facing the same problems with the unpredictable UK weather.
Wearable is a digital service that generates outfit suggestions based on the weather forecast whenever and wherever you are. Directly from your personal wardrobe, items are pulled to complete an outfit compatible to your
individual style, Made for everyday users and travellers. Aiding your packing experience for just the right weather without over or under-packing. plan your outfits ahead for day-to-day occasions or holidays.
This app targets millennials who are active social media users who enjoy travelling and fashion. As well as businessmen and women who live a fast pace lifestyle and travel often.
Few features of Wearable includes the Organising system that helps to filter and categorise items by garments and outfits. It shows details of when an outfit was last worn and for what occasion. With reminders of when to send an item to the dry clean or when to start packing for a trip. Working in-sync with a detailed weather forecast and AI technology for accurate weather predictions. This way, your outfit suggestions would prepare you for any weather.
The app is free to download with in-app advertising but a subscription option is available at £2.99 per month with full access to all features. Shop, Sell & Swap is one of the paid features available for users to shop, sell or swap their preloved items with other wearable users. This practices sustainable fashion. The Suitcase feature allows users to pack and plan for their upcoming trips with ease. The premium service provides users not only one suitcase, but multiple for users packing for the family, and the ability to share packing lists with other family members via email.
‘DROP THROUGH’ is a mobile application designed for YEEZY; run by ADIDAS. The block-chain-inspired interface aims to inform YEEZY consumers of the manufacturing journey. When users interact, and consume its educational content, they are rewarded for their participation with a virtual currency card; used towards future YEEZY purchases and encouraging re-engagement with the application.
The mobile application targets the lack of transparency within the drop-culture streetwear sector, and is used as a tool to help achieve sustainability across the streetwear sector.
Multiple social media posts were mocked-up for this concept, in addition to a cohesive style guide.
DROP CULTURE: THE CURRENT MOST PRACTICAL STEP TOWARDS SUSTAINABILITY
Although many assume that higher quality garments indicate slower consumption rates, this isn’t necessarily the case within the streetwear industry. This dissertation explored whether drop-culture streetwear could be considered a practical, short term step towards achieving sustainability within the fashion industry.
After conducting primary and secondary research on consumer opinions, streetwear-related purchasing behaviour, and investigating the ‘behind the scenes’ landscape of drop-culture fashion, it was made evident that this sector of the streetwear industry could not currently be considered sustainable.
Upon reviewing the curated SWOT analysis of the drop-culture sector, it was concluded that this division of streetwear needs to become increasingly transparent as younger consumers grow into the future-coming trend of ‘transparency’. Large players of drop-culture, such as SUPREME, BAPE, and YEEZY, will need to offer these growing eco-consumers more than just a ‘name’; as these buyers start to become more conscious of their purchasing decisions.
From this, the above ‘DROP THROUGH’ concept was created; a tool to fuel sustainability by encouraging transparency within the sector. Starting with YEEZY provides a large but niche entry point to set newly established standards for the drop-culture industry.
Throughout my time at university, I have always held a profound interest in social media and content creation. I now intend to pursue an immediate career in Social Media Management for the short term. In the long-term, I envision myself taking the route of self-employment; exploring entrepreneurship further and owning a business within the streetwear fashion industry.
I am a BA Honours Fashion Business and Promotion graduate from Birmingham City University, aspiring to secure a role within the Buying industry in the immediate future. In my third and final year at university my work has had clear focus on the fast fashion sector as I enjoy exploring what the future of the industry will be.
Final Major Project : Right : The Pre Loved Shop with ASOS x TRAID
Following my dissertation I created a theoretical brand extension for much loved fast fashion brand ASOS. The concept that was created is essentially an online, fast fashion recycling scheme aimed at the ‘the twenty-something fashion-lover’ with an intention of reducing the amount of clothing ending up in landfill. The concept has been designed as a collaboration of clothing charity ‘Traid’. The clothing recycle scheme targets young consumers and encourages them to send ASOS their unwanted clothing, which will then be re-sold as ‘pre-loved’ clothing for others to purchase. A business plan supported by a research document was produced to highlight how the concept could function on a U.K scale.
Dissertation : Left : How Fast Fashion Consumption Is Affecting Society ; With The Rise Of Instant Gratification
As I have a strong passion for exploring the positives and negatives of fast fashion industry the purpose of my dissertation was to ‘To Explore How Fast Fashion Consumption Is Affecting Generation Z In Society ; With The Rise Of Instant Gratification and where the industry is going’. To find a conclusion to the above statement a range of research was conducted. From evaluating my findings it was evident that the fast fashion industry is driven by the young generation of digital natives and their demand for instant gratification. Generation Z push the pace of brands to produce more despite the issues, it causes to the environment. The future of fast fashion could rely on the young consumers selling their unwanted clothing, which could drive brands decrease the amount of production, therefore resulting in less harm to society.
As a BA (hons) Fashion Business and Promotion graduate, I am aspiring to venture into the buying and marketing coordination sector of the fashion industry.
“Stores give a brand the opportunity to demonstrate its purpose – something that’s increasingly important with today’s savvy and demanding consumer,” Paul West
My degree enabled me to discover a flair in executing communication underpinned of theoretical and commercial studies through Adobe InDesign and Microsoft office programmes; whilst also developing personal strengths in generating a methodical approach to research into consumer and brand values.
4 years within industry practice across various sectors such as customer relations, retail management, visual merchandising and events has also developed many new skills, transferable to my destined career; including administrative practice, interpersonal communication and intercultural understanding.
My employment at Arket particularly facilitated my appreciation towards intercultural communication in fashion retailing, to which massively influenced my final year studies.
My dissertation, titled ‘Devoid of Value’ was an in-depth exploration study into the affects the declining high street and the socialising behaviours of the majority consumer group, Generation Z are having on the influx of the experience economy embodiment to the reconditioning of brick and mortar retailing.
To me, Arket, and the H&M group as whole was the high street retailer at the forefront of revaluing the physical store space, incorporating their Swedish heritage throughout, from their café offering to the photogenic interiors.
For my final major project, I utilised my experience with the brand, and the consumer to mould a business strategy that would enhance progressively their few stores in the UK to hold flagship qualities, that held exclusive collaborations with local talents and in-store activity to promote a fomo ideal; appealing to the majority consumer.
To put the concept to trial, I collaborated with a Birmingham illustrator to incorporate his designs onto the staples gsm range from Arket, and together we also launched content for social media interactions. Alongside this, I compiled a business plan discussing the consumer, competitors, operations, visuals strategy, finance and future growth of the concept.
“Brands are putting less emphasis on the right flooring and lighting options and more emphasis on telling their authentic story.” Paul West
The texts I uploaded is my research and final year project, mentioning the popularity of pop-up store and vintage products respectively. The pop-up store is a way for many brands to increase brand exposure and have direct contact with consumers since the 21st century. It has the characteristics of limited time, diversified methods, and high discussion of topic. It is an important part of the branding strategy. This approach is based on experience marketing and emphasizes the importance of customer engagement. Among them, the role of social networks and communities in this marketing method is significant. Through online and offline interactions, users will have an emotional connection with the brand, thereby establishing a benign brand community and helping the brand extend its life cycle. According to research in this area, I have strengthened experience marketing in the business plan, and enhanced user interaction through the design of physical stores and limited-time layout and activities. At the same time, the launch of influencers and the brand story on social networks will allow more customers to come into contact with the concept of vintage. For this particular fashion field, service and authenticity are the most attractive to customers. The combination of theory and fieldwork has given me a deeper understanding of recent trends in the fashion industry.
These two texts prove that in the fashion industry, customer and service are the core. In the digital era, both technology and creativity serve to attract customers. Therefore, the business unit that can directly communicate with the customer is the direction I want to work. Due to the epidemic situation, many fashion brands have encountered an unprecedented crisis. In the future, the trend of de-globalization will make many brands change their development strategies. In China, I think that experience is the most important factor to maintain the emotional connection of users, so events, especially pop-up store events with limited time and quantity are still very marketable. In addition, digital media is also the direction I want to develop, because offline experience must be combined with online publicity.
My ethos is simple... 'Dedication, hard work plus patience' - Nipsey Hussle
Re:Juvenate, Re:Fuel, Re:Mind Retreat
A recent graduate with BA (Hon) Fashion Business and Promotion currently seeking a career within the professional industry with a strong interest and knowledge in Digital Marketing and Public Relations, keen to start my career within the fashion and technology sector. Throughout my final year at University I focused on topics that I was heavily interested in. My dissertation was rooted in Racial Equality; ‘An Investigation into White Privilege and the implication with Digital Marketing’.
I produced a thorough and qualitative study that delved into the ramifications of White Privilege, identifying the nuances in which race has shifted from its origin and how it is now perpetuated both unconsciously and consciously into complex spheres within professional organisations and private life. Through research that consisted of primary and secondary analysis, I investigated multiple factors that explored the evolution of White privilege and how it has become the new age of structural/institutional racism. From interviews, case studies and documentaries I was able to highlight the brave hearts that are challenging the system of inequality to gain an understanding of the positive impact they have had on the ethnic community and equality.
Although not directly based on racial equality my dissertation topics and personal interest led me to develop my Final Major Project. Throughout my dissertation I touched on points of how White Privilege is unconsciously entwined into schools, political systems and social spheres, this led to research into how the vast population is engulfed into technology with author Natasha Dow Schull identifying that ‘digital addiction is being built into systems of society in an inescapable scale’. In addition, my love of traveling and evidence of how constant connection to technology and the everlasting realm of activity has caused many individuals to run out of fuel; Re:Mind Retreat was born.
This retreat is Virgin’s first holistic wellness retreat, an innovative and luxurious new approach to relaxation, the retreat offers attendees a holistic wellness program that encompasses beauty, balance, rejuvenation, and healing. In conclusion, a digital marketing package was produced which included, a Re:Mind Retreat App ‘R Chat’, a website, promotional posters campaign, a tailored package and a brochure. The purpose of this project was to give consumers the opportunity to relax and escape from the daily routine, giving them time to reflect, breath and refuel.
Beauty is not between a size 0 and a size 8. It's not a number at all - Ellen DeGeners
Following the dissertation research, fashion industry affects the trend in body shape. It is to understand the body shape and the growth of plus size market around Asia. My concept is to create a one-stop comprehensive consumer platform for plus size young women in China. Through this platform plus size consumers can know the latest plus size fashion trend and buy plus size clothing from this platform. There are also plus size influencers who share their daily lives and their plus size outfit.
The outcome of my Independent Final Project included a business plan with the target market and competitor analysis, a cash-flow forecast, a marketing plan and accompanying mock-ups. In addition, I organised meetings and collaborations with plus size influencers and industry experts, which can help me to practice my communication skills.
- DISSERTATION -
My dissertation topic was an investigate how fashion industry affects the trend in body shape, negative impact and new emerging future change. I had conducted primary research with my target consumers and questionnaires to better understand plus size market. I had also when to the UK largest plus size fashion festival in Liverpool to do my field research. The dissertation was a 6,000 words booklet, using Adobe to create a professional document. I had also analysed secondary research data and reports from LSN, Mintel etc.
- PROFILE -
I am a recent graduate Fashion Business and Promotion student from Birmingham City University. Through my 2 years being at BCU, I have learnt an extensive knowledge of business skills relevant to fashion industry. I am also good at using Microsoft Words, PowerPoints, Excel, Adobe InDesign and Photoshop to better deliver my ideas. My modules gave me a better understanding of the business in fashion industry and developing my knowledge of marketing, consumer behaviour, public relation, event management and innovative strategies. Though my work experience, I have established good communication skills and teamwork skill. I can work in small groups or on my own and work well under time constraints. My goal is to work within the marketing and buying sector, it will be able to continually develop my skills and knowledge while providing my ideas and creativity for my future work.
Video (Top): Level 5 & 6 Portfolio
Picture (Left): Plus Size Mannequin – Fashion Wardrobe
Video (Right): Fashion Wardrobe Website
Shenika Brathwaite, BCU Graduate with a solid interest in Events Management within the Mental Health sector and looking into how music can have a positive effect on a person’s mental health. As I have come from a family background of business and Mental Health support, this encouraged me to implement this into my work. From volunteering at Mental health services to planning and executing a successful charity event.
Completing modules such as Events Management, Marketing, and PR and Major Project allowed me to dive into my personal journey. During Events Management, fundraising money for a homeless charity was insightful especially to see how much planning, negotiating and expenditure goes into an event. Inspiration was pulled from similar event structures as my group chose to put on a Comedy Night
The Marketing and PR Module allowed me to tailor and refine my career choice. I saw a gap in the Manchester community where young men felt as if they didn’t know where to get support therefore, I created a marketing and PR plan to re-set this agenda against men seeking help for their mental health through a charity community day event.
The Work placement module allowed me to gain commercial awareness and being able to engage in discussions with my employer at the time about how this placement could help me in the future. As my work placement was in the menswear industry, I learned how men feel about fashion. What they think is acceptable and how they could be seen as ‘fashionable’ and not be addressed or feel ‘Out of the Box’ with outfits that they wear.
In summary, these are the 3 modules that highlighted my 3 years studying Fashion Business and Promotion. Realising that I didn’t, in fact, want to go into the fashion industry but tailoring my degree to my desired career choice was the best decision I made. I want to work in the mental health industry to be able to support vulnerable people and assist them on their journey to understanding and managing their mental health better.
Fashion Business and Promotion has given me the opportunity to gain insight and knowledge into many different industries and sectors, Including my now desired career roles of: Events Management or Marketing and Public Relations.
Marketing and Public Relations:
This module was to create a marketing campaign focusing on an issue of your choice, I chose 'the addiction of social media' and the effects this has on the Millennial and Generation Z generation groups. This project required an academic report, including marketing mock-ups and a concept of the PR stunt, and a verbal presentation. This module developed and encouraged independent research on a chosen topic area, whilst constructing a correct marketing and PR strategy.
Events was a second-year module which was a team effort, including me and 7 other members. As a team we were all individually given different job titles and had to plan, organise and carry out an event of our own starting with a £0 budget.
This was in aid to raise as much money for the local charity Saint Basils, whilst also breaking even from the money which we fundraised and spent on holding the event. Our events company name was ‘Rel-events’ and we held a blogger style/ influencer event attracting over 100 guests and raising a total of £1255.55 (after breaking even) for our charity Saint Basils. The event plan involved: marketing, sponsorship, fundraising, finance, promotion and PR.
Final Major Project:
The final major project research document and business plan was developed to evidently show the analysis and justification of an animal therapy charity group. This therapy group was set up with the concept that it would be available to males only, who are suffering with mental health related issues, this charity was called ‘MBF’ (Man’s Best friend). This project was independently led, starting with the research document and ideation process resulting to the concept and justification of why this was your idea/ business, showing marketing mock-ups and outcomes of this.
After extensive research and analysis showing enough to support the concept thoroughly, we moved to writing the 3000-word business plan covering areas from finance, to operations, consumer, competitor, key drivers and a marketing strategy.