Graduated with a BA (Hons) Fashion Business and Promotion degree and aspiring to pursue a career in Buying or Merchandising. Able to communicate effectively, having delivered multiple presentations and two years of retail experience. An organised individual and team worker who has successfully managed two group projects. Highly motivated, flexible and hardworking person with a willingness to learn and achieve the best outcome required. Also, confidently able to bring new insights and ideas to the team with the current skills and knowledge gained during BA studies.
Completed BA modules related to Buying and Merchandising job roles include:
BUYING AND MERCHANDISING – achieved 1st
Knowledge gained on identifying upcoming trends, analysing products, creating critical paths, compiling indirect and direct competitive information, and managing stock control. Prepared a range book on boys occasionwear developing and implementing a calculated clothing range. This research and insight helped to inform the Independent Final Project.
INDEPENDENT FINAL PROJECT: TRUU COMFORT – achieved 1st
Developed an online clothing brand that produces sustainable loungewear to provide support, relaxation and inclusivity to all women, including those with health issues. Loungewear has been an increasing trend, even before the COVID-19 era, with an increasing number of flexible working opportunities. Thus, loungewear, comfort, wellness and protection have become heightened due to a shift in consumer priorities. This shift is expected to continue post-COVID-19 with an estimated value of “$19.5 billion during the years 2020 to 2024”.*
Additionally, a rise in health issues across the ages of 21 to 54 years old is also a concern, with 42% of UK women suffering from various health issues with clothing needing to be more versatile and comfortable.** Thus, the Independent Final Project combined comfort with wellness, thereby creating a sustainable loungewear brand, Truu Comfort.
Truu Comfort collections include versatile clothing made with closed-loop fabrics, medicinal fabric, weighted properties and insertable heat pads to help relieve symptoms from various health issues. Other features include a blog and community events where consumers can learn, re-energise, relax, and connect with people
* Business Wire. (2020) Sleepwear and Loungewear Market. Available: https://tinyurl.com/pfs45ysx. [Accessed 21st February 2021].
** Jarnail, K. (2021) Questionnaire.
Generation Z and the digital era in the fashion industry
“How has the use of social media and algorithms influenced our buying habits and how much control we have over them?”
The last three years have emphasized my enthusiasm for the fashion industry and provided me with the assistance to grow myself and my working style as I graduate with a BA (Hons) Fashion Business and Promotion degree. I've discovered that I'm capable of producing high-end material for a variety of target audiences while adhering to briefs and deadlines, which will help me in the workplace. I have gained many valuable skills and experiences over the last three years such as teamwork, time management, presenting and practical skills such as Adobe software’s. I have found that my biggest and strongest interests lie in the fashion styling, buying and marketing and PR side of the industry, where I am seeking to pursue a career in these areas.
My dissertation (How has the use of social media and algorithms influenced our buying habits and how much control we have over them?) investigated how the use of social media and algorithms affect the way that we shop on a daily basis. With advances in social media and online fast fashion transforming the way that we shop through algorithms, I examined the social media and online buying behaviours of Generation Z to see how marketers are capturing the interests of the next generation.
Independent Final project
The Clothing Lab is a cutting-edge app that puts the art of personal shopping and self-discovery at your fingertips with a single click. It will take virtual styling to a new dimension as it will involve a virtual reality experience where consumers are styled holographically from their wardrobe. The application will connect to consumers wardrobes and holographically show them how outfits would look on an avatar of themselves that they have created.
Generation Z and Millennials with a passion for fashion are the target demographic for The Clothing Lab which was evident through primary research and my dissertation findings.
The Clothing Lab's goal is to reduce impulse buying and clothing waste. It also intends to make style more accessible and affordable, addressing a market gap identified through primary and secondary research.
The eBox from Rains works through demand, then supply. Utilising 3D supply chain innovation for mindful manufacturing, whilst simultaneously offering wardrobe optimisation of products. An innovative and educational tool for the conscious consumer to gain more from their products both physically and digitally. An end-to-end process with a circular consideration.
SOCIAL MEDIA EXECUTIVE | OHANA MAGAZINE
MARCH 2021- PRESENT
Birthed virtually during the pandemic, 'Ohana' was launched - a magazine that showcases sociopolitical topics and inclusivity. In the role, I am responsible for content creation and managing our social platforms, as well as being a writer. One of our latest additions I added was 'Sunday Soundbite Sessions' giving our audience an opportunity to listen to the articles, for those whom perhaps are less comfortable with reading. Check out @ohana.magazine
GRAPHIC DESIGN | GLOBAL BRANDS GROUP
LONDON | JULY 2019
Having being talent-spotted on social media for my final major project exhibition in 2018, I was offered a paid intern ship with GBG in London. During the four week I joined the graphics department producing a range of POS, social media content and animation videos. This enabled me to further excel both my digital skill set but also gain a valuable insight into working in an industry office environment. I also styled various photo shoots including product and model content. My greatest achievement was producing a footwear lookbook for Fiorelli that was later sent to Harrods as a marketing package.
FREELANCE BUSINESS | JPM CREATIVE DESIGN
MAY 2019 - PRESENT
Alongside this, I have been able to expand my freelance business, JPM Creative Design, where I have been commissioned for a range of design work. Presently, I commissioned to create 3D visualisations of interior design spaces for DIY / renovation projects. Additional commissions range from CAD t-shirt designs for start-up fashion brand Levendi, brand direction for Aesthenvy Aesthetics, social media content and fitness videos for @jesswall_fitness.
BA (hons) Fashion Business & Promotion graduate aspiring to pursue a career in marketing.
My degree in BA (hons) Fashion Business and Promotion has allowed me to gain a plethora of personal and practical skills in an array of industry areas: from marketing and PR, to events, to trends forecasting, to buying and merchandising. As a result, I would like to pursue a career in marketing, particularly a role in which there is a meaningful cause. Both sustainability and equality have been tropes throughout my work at university and are also values that I try to implement in my personal life. Therefore, I would like to work for a business which includes sustainable and ethical practise in their mission.
Independent Final Project
The initial inspiration for my Independent Final Project was my dissertation titled 'The pernicious influence of fashion consumption: how consumption plays a detrimental role in shaping feminine norms and consumer behaviour', which explored both the damaging stereotypes that are forced on women and the targeted consumer behaviour within the fashion industry. The study revealed the lasting impacts of fashion consumption on the consumer, the progression made and provided potential resolutions to this feminist issue.
Throughout the dissertation and thereafter, research into feminist topics, such as women's health, uncovered the detrimental reality of society today. Although half of the population experience health conditions, such as menopause, the conversation has been left silent and traditional education has fallen short. Therefore, an inevitable passion to bring about change and to provide young women with the education they deserve was quickly apparent. This inspired the creation of Pause.
The Pause website offers educational resources in an engaging, social media-like format, created to specifically target the young female consumer. The resources openly discuss a plethora of women's health topics in a variety of formats - blog posts, podcasts, webinars and more - to spark thought and conversation amongst users. The promotional material directly communicates the Pause mission to the key consumer through careful marketing tactics and research consideration. The aim of the project was to encourage consumers to pause – take time to learn about their health – and then hit play – converse and live more openly.
My name is Shauna Alexa Wright and I am a recent Fashion Business and Promotion Gradute from Birmingham City University.
Welcome to my online portfolio showcasing work produced over the last few years. I am actively seeking a role predominantly within event management or the event industry.
Aside from university I run a small beauty business namely 'Sleek and Shaped' specialising in Individual eyelash extensions and Eyebrow treatments. I also currently work for Premium accessories brand Kurt Geiger known for their very vibrant shoes and bags. Studying , running a business and working part-time has been a challenge however I appreciate the balance it offers - doing something different everyday!
My future career aspiration is to be in a fast paced role which involves fun, creativity and balance. During my second year of uni I completed the Events Management module with 4 other peers, collectively we organised a mothers day event to raise money for the charity 'St. Basils'. The plan was to host an event screening the film 'Pretty Woman' on the 30th anniversary which was near to mothers day, making it the perfect gift for all mothers out there.We successfully sold a huge majority of tickets but sadly the event was cancelled due unforeseen circumstances. For this module I was assigned as the venue manager, my responsibility was to source a suitable venue, beverages and entertainment. I thoroughly enjoyed my role as it gave me huge responsibility and tasks to undergo all whilst being fun and creative.
During my time at university I have been able to develop my interpersonal skills as well as my creative skills, I have learnt to adapt and implement new ways of thinking and going above and beyond.
University has taught me to become resilient as there have been many highs and many lows. I hope to be in my dream job as a Fashion/Beauty/Lifestyle event planner within 1-2 years after graduating.
“66% of consumers said they are attracted to companies that are transparent about what they do, how they operate and how they treat their employees and customers”- Accenture Survey
Recent events such as Covid-19 and the Black Lives Matter movement have led to a decrease in consumer trust in brands. To regain this trust, brands must be more transparent with their data, especially if they claim to support a cause. Additionally, consumers, especially Generation Z are more likely to be concerned with brand values and stop shopping with a brand if they believe that their views do not align with their own.
Amandla is a premium footwear brand which aims to empower women in the workplace whilst working towards building brand transparency, consumer trust and aiming to increase inclusivity and diversity in corporate environments.
Consumers can see where their item is being made, by who and how much they are being paid. As well as the number of ethnic minority employees in the company, at what levels, and whether they are being paid the same as their white counterparts. The shipping process is also transparent, with consumers being able to receive information about packaging specifications and their nearest recycling centre. The goal of this is to increase lost consumer trust through brand transparency.
Amandla aims to put consumers’ minds at peace, knowing that the brand their spending their money with aligns with their own values and is actively working towards improving the advancement and treatment of ethnic minorities in industry.
The footwear brand consists of a collection of six items, each named after a female activist. The designs were created after a thorough trend analysis and sustainable materials were considered for footwear as well as packaging. The product journey was trackable back to the manufacturers through a QR code allowing consumers to stay informed of the manufacturers’ social and environmental efforts and the product’s contribution to their own eco-footprint.
The collection was supported by a marketing strategy including frequent networking events, allowing women to meet likeminded individuals and gain new opportunities that may help them advance in their careers.
My dissertation is titled The Pandemic Zeitgeist: How has Trauma and the Negative Societal Issues Created Mistrust in High Street Brands. It concluded that it was crucial for brands to be relatable post pandemic. Due to consumers value systems being stripped back to basics it is important to acknowledge this and cater to the new mindset.
Also due to the lack of trust between consumer and brands at the moment businesses need to be more transparent towards consumers in order to rebuild the trust. Consumers need brands who will live by their values.
Leading on from my dissertation I created a virtual shopping platform called Encounter in order to adhere to the pent up demand for in person shopping. Encounter would be a platform that collaborated with brands where consumers would be able to create avatars and walk around the store looking at clothes from the comfort of their own homes. Encounter would be the perfect platform for the consumers who miss shopping but aren’t quite comfortable returning back into stores yet.
The platform would also include a range of influencers or celebrities that the consumer could choose from to host them around the virtual store showing them their favourite bits as well as giving helpful advice.
However the most unique feature of Encounter is its pricing strategy. As explained in the business plan in reaction to the post pandemic economic situation consumers on Encounter will log in using their government gateway and then get discounts depending on their income.
My set of skills that I have acquired throughout university such as Adobe Indesign, Photoshop and Illustrator will benefit me whilst working in a Public Relations role. Also as my personality has always been naturally outgoing and extraverted I would easily be able to apply myself in any situation that was asked off me in a professional role.
Throughout my university experience I have developed my skills in different aspects of fashion business and am now ready to transfer what I learnt into my chosen career in Public Relations.
"The only form of ethical persuasion that exists is when the goals of the persuader are aligned with the goals of the persuadee. And that involves questioning big things, like the business model of advertising… Imagine an entire design renaissance that tried to orchestrate the exact and most empowering time-well-spent timelines” - Tristan Harris, ex-Google Design Ethicist and founder of Center for Humane Technology.
Social media has begun the destruction of society, colonising our time, attention, and relationships, and affecting both wellbeing and productivity. The business model of advertising has led technologists to build manipulation tactics into social networks with the sole purpose of keeping us on our phones for as long as possible.
The Major Project further probed these findings, forming an investigation into how successful social media marketing is for fashion brands, concluding that the algorithm forms a bias towards household name businesses with a large following, and hiding smaller brand’s marketing content.
Revel was developed following multiple calls for a re-design of the social media business model. A subscription-based, humane platform designed to curate offline value for users through the cultivation of personalised experiences. Revel rewards users with ‘points’ for enduring experiences outside of a digital environment, which can then be spent on fashion, lifestyle and wellness brands that have partnered with the app. In order to move away from the advertising business model, Revel supplies generated consumer data to the experience economy over targeted advertisements, utilising user data to create value, and being the only platform available that can provide this sought after data to external businesses that aids in growing their offerings.
Revel’s reward system allows consumers to seek brands on the app of their own accord, creating a more engaging experience for both brand and consumer. Working off a commission revenue model, brands will only pay for the customers they actively targeted, increasing their ROI into their social media marketing strategy.
This new social media concept has been nominated for Graduate Fashion Week’s ‘New Fashion Media’ award.
Independent Final Project formed a realisation into the growing interest of trend articulation and application, while strengthening my existing admiration for graphic design, branding and visual layouts, thus causing me to look towards a career path that focuses on trend forecasting or creative direction.
Undergoing a trend forecasting internship during my degree and the pandemic has demonstrated my resilience as a worker, allowing me to transfer my newly developed skills in critical thinking and intuition, into an industry role.
“In other mediums, your conscientiousness is interpreting, meaning you are looking, hearing or seeing it; you’re thinking about it as you are taking it in… With VR, there is no gap there. You aren’t internalizing, you’re internal within it,”
Upon reflection, graduating for a BA Hons Fashion Business and Promotion degree, this three-year course has helped me develop and learn many new and existing skills and knowledge, in which I will take into my chosen career and future aspirations. Throughout the course the modules have helped me discover and explore creativity alongside business, helping me to push and open up too many new paths.
Over the years exploring many modules my ambitions have grew towards PR and Marketing, but also towards diversity and inclusion within the fashion industry, which has been portrayed within my projects. This project was built upon strong passion and commitment to making a change in an industry I aspire to be a part of. My final year modules focused on the PR industry as well as the diversity aspect, as my research and content formed to create DIVRSITY for my Final Project.
DIVRSITY is a recruitment, training and consultancy agency who specialises in using the advanced technology of virtual reality, to bring awareness and educate fashion organisations on diversity and inclusion, in the working environment. The use of virtual reality would immerse employees into an embodiment feature, allowing the individual to step into someone else’s shoes during the training, where an individuals’ emotions and learning is connected through the immersive experience.
Through a variety of independent research and my major project report, the analysis found a shift in consumer values towards inclusivity of businesses, due to the awareness of diversity and the impact of social events around the world. Generation Z and Millennials are standing against brands that are not portraying diversity and inclusion throughout the organisation, as they are now conscious and looking for more than just promoting and advertising. As many brands have pledged to change their actions and improve on inclusivity, consumers are seeing no tangible changes to welcome or embrace diverse individuals. DIVRSITY would guide and assist fashion organisations to grow and understand diversity, aid in achieving company diversity and inclusion objectives and adapt current working environments, which will sustain and retain diverse employees.
Start-up project inspired by key drivers (relationship, innovation, experience) from concept to cashflow: “foodfeels”, a foodbox subscription service with meal ingredients designed to improve wellbeing and mental health. Research identified a gap in the burgeoning food delivery sector based on increasing awareness of the positive impacts of food on mental health. Recognising growing trends for longevity, happiness and wellbeing, the business plan built on the premise of improving mood and mental health by working together with consumers in the provision of delicious ingredients carefully selected for positive nutritional effect and providing guidance in simple but transformative cooking.
Collaboration with graphic designers ensured captivating branding and appealing aesthetic to reflect the uplifting, mood enhancing brand ethos. The final outcomes include: Promotional Video, App and Website Walkthrough Videos, Style Guide, and Branding.
An Investigation Into How Retailers Are Utilising AI/AR To Enhance Consumer Engagement Post-Covid-19.
The dissertation contemplates the future of retail reflecting the exponential growth of online shopping and accelerating decline of bricks-and-mortar stores precipitated by the pandemic. Examining consumer behaviour trends through primary research included focus groups to observe consumer reactions to AI/AR experimentation, and interviews with industry experts to gain insight into current and future plans for the technologies. Developments in virtual innovation formed the basis of the study’s evaluation of solutions for retailers to survive and prosper by harnessing the potential of AI/AR to accomplish experiential consumer engagement in an increasing online retail space.
PR AND MARKETING
A collaborative strategy for a charity alongside a complimentary major brand. This included a creatively formatted written report and proposal including extensive strategy with supporting theories including SWOT. New Balance was selected for the collaboration to raise awareness of Men’s health issues with a campaign designed to promote the benefits of exercise on mental health. The campaign was based on simultaneous multi-locational charity runs with fundraising boosted by promotion-based New Balance trainer sale contributions towards the Movember Charity. This module was explained in a 10 minute presentation and creative campaign mock-ups to visually represent the campaign’s marketing and PR using Indesign and Photoshop.