Emily Jayne Reece

Emily Jayne Reece

COURSE: Fashion Business & Promotion 2017

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TITLE: URBN Wanders

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A JOURNEY OF CONSUMER TRIBES, TRENDS & DRIVERS...
"CONSUMERS NEES BRANDS TO USE THEIR VOICE IN A WAY THAT CREATES POSITIVE CHANGE"
About:
During the "Now Age vs New Age - Will Brexit Encourage Counter-Cultures to Revisit the Hippy Era of the 1960's?" dissertation, which investigated how new consumer tribes are formed as a reaction to political and sociological affairs, focussing on the new emerging tribe ‘The Now Age’. The study highlighted the importance of as philanthropic brands who are socially conscious and using their platform in order to create a positive impact. URBN Wanders was created in reaction to the investigations findings.

URBN Wanders is a travel and volunteer service that offers it’s consumers the opportunity to travel along side fashion brands Urban Outfitters, Free People and Anthropologie, experiencing amazing global destinations whilst establishing a unique relationship between brand and consumer. The service strives to bridge the existing gap between fashion and travel combining the two in a way that is socially conscious and makes a difference to the lives of others or our Earth. Creating an URBN community who, together celebrate the importance of travel and human connection is a key focus of URBN Wanders. With the industry’s considerable growth in overseas travel during 2015 and 2016 (Mintel, 2106), more and more consumers and looking to escape their daily routine and experience new destinations, lifestyles and especially, people. The outcomes included a business plan, functioning website and zine but focussed on a marketing book and style guide, highlighting my own personal career aims.

The first landscape video shows the journey my work travelled from dissertation to business plan and finishing on the marketing book. The portrait video gives an insight to my style guide, showing the branding I created for each of the brands involved. The second landscape video is a tour around the functioning URBN Wanders website.

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