Chloe Ann Ord

Chloe Ann Ord

COURSE: Fashion Business & Promotion 2018


Fashion Buying & Marketing

'The only way to do great work is to do what you love' - Steve Jobs

Welcome to my collection of creative outcomes including my Dissertation, Digital Marketing, Branding & PR and Buying & Merchandising. Throughout my time at university I have completed a variety of modules which have helped me gain an understanding of industry roles which have lead me to wanting to pursue a career in either fashion buying or marketing.

Personal Profile
A recent graduate from Birmingham City University with a BA (Hons) in Fashion, Business and Promotion. I have 7 years experience working for Topshop/Topman. I am passionate about fashion, makeup, the arts and travel. My dream job would be fashion buying or social media marketing as I have a good eye for trends and understand consumer wants and needs. I am keen to develop and gain more experience within either of these sectors.

Consumer Purchasing Decisions: How does buying and merchandising affect high street markets with the constant growth of online sales? I engaged in an independent and in-depth study using both primary and secondary research to gain an understanding of the importance of buying and merchandising strategies when it comes to consumer purchasing decisions. This study allowed me to develop my critical thinking skills, as well as giving me the opportunity to communicate strong ideas.

Digital Marketing, Branding & PR
For this module I created a marketing strategy and marketing mix for online brand Boom Boom the Label. This included designing social media and email campaigns to promote the company. Raising brand awareness was a key aspect for this module so guerrilla marketing methods were used as well as designing a pop-up shop and creating a marketing timeline.

Buying & Merchandising
This was a live industry project working with Whistles to create a capsule collection for their Spring/Summer 17 Coats & Jackets range. Had to take into consideration future trends and colour palettes for the season. I used Illustrator to sketch my ideas and InDesign to create the range plan booklet. This module also taught me how to use critical paths in an appropriate manner.


Video 1: Dissertation
Video 2: Marketing Collateral
Video 3: Buying & Merchandising Range Plan

Quote: Pinterest image, Steve Jobs
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