Laura Williams

Laura Williams

COURSE: Fashion Business & Promotion 2018


The Experience Economy

“You Measure Your Life By The Experiences You Have” - James Wallman, 2015

I am a recent graduate of (BA) Hons Fashion Business and Promotion at Birmingham City University. During my time at university, I have gained broad industry practice, developing invaluable skills across modules such as Trends Forecasting, Buying and Merchandising, Digital Marketing, Branding and PR, Events Management and International Retailing. My passion was found within Marketing, PR and Events Management modules and I aspire to gain a career working within these sectors.

My Dissertation, “The Experience Economy: Do Retailers Need To Offer More Than Just Their Product In Order To Survive?” was an investigation into the growing business opportunity for retailers who are able to provide meaningful experiences to Millennials, going deeper than just offering great customer service and explored how retail spaces should encourage consumers to buy into the brand. The topic was chosen through a personal and professional focus.

Research uncovered through Dissertation influenced my Final Major Project in which I created an immersive and engaging mobile app for the EDM festival, Creamfields. The app aims to enhance and extend consumer experience beyond the festival with each app component specifically emphasising pre, during and post festival activities. Change in consumer behaviour has led to the desire for more unique, engaging and memorable experiences and Mycreamfields revolutionises the way in which festivals are experienced.