Ellesha Edie

Ellesha Edie

COURSE: Fashion Business & Promotion 2020


a devoid of value

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