Throughout the chosen pathway of Retail Management, I have been able to pursue my strengths in detailed Presentation and CAD design. Design and style have remained key aspects of the course in which the first two years have informed and prepared me for Retail. The retail pathway in particular, has developed my understanding of buying, marketing and merchandising and how to create a strong and consistent visual fluency throughout roles.
FACET NIGHTS - I have chosen to begin my Digital Portfolio with my favourite samples from a collection called Facet Nights. These samples were inspired by the work and aesthetic of Tom Dixon designed to complement his statement lighting through large scale prints and wallpapers. I chose precious stones for primary research to gain inspiration for textures, detailing and layering, all of which helped inform and develop a bold colour palette.
JOSEPH - A Visual Merchandising & Display module based on the luxury clothing brand ‘Joseph’. The chosen event that the display would be created upon was ‘Ocean Liners Speed & Style’, a V&A event exploring historic artefacts. Through my research I found similarities between the clothing worn at this time and the detailing found in past Joseph collections, which helped influence clothing chosen for the windows. Working alongside the mannequins, large scale chain props, ropes and sails were applied to draw customers inside.
WHISTLES - Buying & Marketing module for Clothing brand Whistles. I saw a gap in the market with this brand and a rising popularity within Nightwear in general. I began by designing a luxury nightwear collection for Whistles, providing a limited-edition clothing line for them with the marketing campaign of "Unwind with Whistles." Whistles’ target market was of a more mature age range and therefore marketing for this collection remained the same in magazines & emails. To target a younger consumer, more frequent marketing was used on social media platforms, blogging and in store only student discounts were created to increase store footfall.
SWOON - Design and Marketing project for furniture brand ‘Swoon’ creating an AW/19 collection using natural materials that aim to achieve the wellbeing of consumers.
Inspired by WGSN’s ‘Purpose Full’ trend and key elements of Biophilic Design, Euphoria explores the luxury brand that is Swoon and combines its contemporary designs with natural materials. The concept throughout the development of these designs were to use soft round edges along with streamlines to create a contemporary and relevant collection. The benefits of using natural materials is of a wide range but most importantly its aim is to achieve wellness within people. Swoon is for the home obsessed and therefore the concept was well fitting to the brand. With this in mind, the marketing strategy was clearly set, and it was important to do this for the brand effectively through social media, events and relevant collaborations.