Ellie

Ellie

COURSE: FASHION BUSINESS & PROMOTION

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TO WHAT EXTENT HAS TECHNOLOGICAL ADVANCEMENTS INFLUENCED CONSUMER BUYING BEHAVIOUR?

‘Every once in a while, a new technology, an old problem, and a big idea turn into an innovation.’ (Dean Kamen, n.d.)

PROFILE:
A BA (hons) Fashion Business and Promotion graduate, from Birmingham City University, aspiring to achieve a successful career in Merchandising and Buying. My degree has enabled the development of a broad range of skills across various sectors such as Buying and Merchandising, Digital Marketing, Trends Forecasting and Events Management. In addition, over the 3 years of my degree, I have acquired skills in Adobe software including InDesign, Photoshop and Illustrator, along with further programmes such as Google Sketchup and Microsoft Excel.

DISSERTATION:
My dissertation titled ‘To what extent has technological advancements influenced consumer buying behavior?’ explores the past, modern day and future retail scene in relation to the continuous innovative technology advances, including the rise of ecommerce. The study involves in-depth research into the retail scene, technology and Generation Z’s buying behavior.

Primary and Secondary research was sourced throughout the study, including 2 questionnaires, a focus group, an email interview with a Drapers journalist and a phone call interview with a New York based retail expert.

A conclusion was made that despite the growth in e-commerce and technology advances, bricks-and-mortar experiences are still important and are needed to reach the experience driven teens within Generation Z.

FINAL MAJOR PROJECT:
Threads from my dissertation recommendations inspired the Final Major Project concept of a pop-up store, for American beauty brand Milk Makeup. ‘The Beauty Experience’ pop-up store incorporates beauty tutorial screens and artificial emotional intelligence sensors, along with a milkshake bar and photobooth, enhancing the consumer experience. The idea of activities and innovative technological advancements is set to attract the modern day Generation Z consumer. The pop-up is the only physical space for the brand in the UK, creating a strong USP, and it is also in collaboration with Cult Beauty, a UK online beauty platform.

For my Final Major Project, I created a business plan, marketing plan, pop-up booklet and collaboration booklet. Detailed plans and mock-ups were created throughout.

Both modules have a visual layout that reflects the concept and theme, particularly my Final Major Project, which is bold and bright to reflect Generation Z teens and the branding of Milk Makeup.

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02
May