Kirandeep Dhami

Kirandeep Dhami

COURSE: Fashion Business & Promotion 2018


Consumption of Millennials

“Consumption is about far more than simply the mindless purchasing of newer, shinier stuff - it is a journey toward an improved and evolved self"

A recent Fashion Business and promotion graduate with a strong interest in buying, consumer behaviour and marketing developed through university modules, part time job roles and work experience. Throughout the duration of the course, I have developed a strong versatile range of creative and business skills and a strong interest towards the buying sector and consumer analysis, specifically the psychologically behaviour behind purchasing decisions.

Buying and Merchandising:
A women wear range plan was created with the retailer Whistles where the module allowed me to formulate an understanding of the market sector, competitors and the Whistles consumer. An understanding of critical paths, sourcing, lead times, phasing and brand awareness were gained through an in depth analysis of the brand. The SS17 collection was designed with a sustainable element after analysis of drivers, future trend, the Whistles consumer and brand aesthetic.

A strong interest towards consumer behaviour inspired my dissertation to throughly explore and research the effects of social media and marketing on the millennial consumer and the psychological and physical implications on this generation. The project specifically explored consumer behaviour behind purchasing habits and analysed the implications of marketing methods on this generation. The topic identified that a fast paced attitude has emerged within the Millennial generation resulting in an increase in consumption and materialism.

Trend forecasting
Trends Forecasting consisted of in depth analysis of future trends through WGSN reports shown through a visual merchandising outcome within a trend book. Key drivers were used to formulate the reasoning behind the emerging trend, with visual reports determining print, colours, shapes and textures, developing my skills to portray future trends.

Above: Buying & Merchandising
Right: Dissertation
Left Trends Forecasting