Tatanya Smith

Tatanya Smith

COURSE: Fashion Business & Promotion 2018



“My personal ambition remains the same - to be creative, to be modern, to stay one step ahead, to enjoy life”. - Natalie Massenet


With a BTEC Level 3 in Art and Design, I decided to further my studies to fashion design at the University of Hertfordshire. There I was able to learn about Garment design, Pattern cutting and Working with materials. After one year of studying in Hertfordshire, I relocated back to Birmingham to study Fashion business and promotion at Birmingham city university. Whilst studying I have worked both full-time and part-time gaining experience in Retail, from advisory to managerial positions.

On this course, I have gained an insight into the world of Fashion Business and what goes behind the scenes of fashion brands. It has allowed me to gain skills using creative programs such as Photoshop and InDesign. University has taught me how to think outside of the box and be different but most of all I have learned, That you get out as much you put in.


In my final year, I decided to focus my Dissertation on Male mental health. Male mental health is a subject that is dear to me. As I have had a first-hand experience of how it affects the individual, family, and friends.

During my dissertation, I was able to research some of the causes of Mental illness. I then decided to focus on how masculinity plays a role in mental health. I also covered the different types of male demographic. My final piece of research involved, how retail spaces could have a positive effect on men.

Following my Dissertation, I based my Final Major Project on a male skincare brand. The aim of the module was to create a business plan for a brand of your own using the research taken from the Dissertation and Competition module. I considered the type of Consumers, The competition, The market, Key drivers and My brands USP. I decided to name the brand "Elements". The idea came from the periodic table, where I chose metals which are strong, as that is how I wanted my consumer to feel. Elements is all about making men feel good about themselves on the outside so they feel good on the inside.

“Simple Elements, For The Complex Man” - Elements

I also collaborated with the graphic designer who assisted me with the brands aesthetic for my marketing material. This included; Branding, Packaging and online tutorials. Elements packaging is sleek and simple for the modern man. All packaging had gold, silver, copper and platinum detail to differentiate the ranges from each other. Elements Moisturiser packaging are all made from glass which customers can return in order to receive a small discount on their next purchase. I also included product tutorials so that customers could learn about the brand, products and how to use the products effectively.


After graduating, I would like to start my career in Retail Management in a department store. I have chosen this career path because there are a lot of international opportunities and it is a profession that looks at the talent in the workforce. Some of the responsibilities involved in the role include; Managing and motivating a team to increase sales and ensure efficiency, Resolving health and safety, legal and security issues and Maintaining awareness of market trends in the retail industry, understanding forthcoming customer initiatives and monitoring what competitors are doing. I have experienced some of these responsibilities through university and working in retail.
I believe that my willingness to learn and my motivation will enable me to reach my future goal of becoming a CEO of a retail company.