Davina Shergill

Davina Shergill



Social Media Marketing

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.

International Retailing:
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.

Events Management:

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