Claudia Davis

Claudia Davis

Claudia Davis

COURSE: Fashion Business & Promotion 2020

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Generation Z and the rise of fast fashion in the digital era

"The digital revolution is an ever-evolving topic which changes how consumers, shop engage and communicate. The rise of Social media and online fast fashion is changing the era consumers live in today."

P R O F I L E
As I graduate from a BA (Hons) Fashion Business and Promotion degree, the last three years has highlighted my passion for the fashion industry and has given me the guidance to develop myself and my working style. I have learnt I am capable of producing high-end content for different target consumers and following briefs and deadlines, which will benefit me in industry. I have gained many valuable experiences and new skills over the years such as team work, independence, intercultural understanding and practical skills such as Adobe software’s. I have found my biggest interests lie in fashion buying, marketing & PR and the social media side of the industry which I am seeking to pursue a career in these areas...

D I S S E R T A T I O N
My dissertation (Generation Z and the rise of fast fashion n in the digital era) looked at the ever-evolving digital revolution we are currently living in and the rise of fast fashion in the current climate. With an advance in social media and online fast fashion changing the way we shop, I focused on the tech savvy Generation Z’s social media and online shopping habits to explore how brands are grabbing the attention of the next generation.

F I N A L M A J O R P R O J E C T
Topshop Reborn is a collection in collaboration with Topshop. The Topshop Reborn brand focuses on the modern middle-aged woman, looking and feeling confident in their middle age. All middle age women are at different points in their lives and all have different stories, this collection and campaign celebrates that through the Reborn brand.
The Reborn collection focuses on sustainability as this was a key highlight in the primary research. Still being on trend is something this consumer group feel like they lack as the current market doesn’t offer a modern concept of clothing. Topshop Reborn tackles this, giving consumers a new on trend, fun and modern clothing brand which is still appropriate to the target consumer
The idea of the “Topshop Reborn woman” is to focus on the middle-aged women who are being “reborn” into a new woman. rather than a “mid-life crisis” this collection/ marketing campaign is a “mid-life creation” of a new woman, celebrating this stage in their lives by making them feel confident.

Social

30
Apr