Zoe Summers

Zoe Summers

COURSE: Fashion Business & Promotion 2018


• Marketing • PR •

“Connectivity may be the most powerful tool in our lives today, with informational, economic, social, cultural, and political impact.” (Taylor, 2010)

Throughout my 3 years at university various modules, particularly my dissertation, have influenced me. Each have all provided me with different perspectives from a variety of sectors and have gained a particular interest in the Marketing and PR sector. Throughout the variety of modules I have acquired skills in Adobe software, specifically InDesign, Illustrator and Photoshop. In addition to 5 years of part time retail employment, and industry internships, university has prepared me for industry.

My dissertation, “How the fashion industry is using social media to influence their consumers” was an extensive study of in depth research that demonstrated how social media has evolved, and how visual sharing through bloggers/vloggers is the becoming a key promotional tool to advertise. In addition to the positives of social media, research also identified serious detrimental effects, especially within mental health issues such as depression and anxiety. Throughout the project I collected primary research through multiple interviews and focus groups. This gained an insight on how social media is effecting day to day life, as well as having a damaging impact on mental health. The results from this research indicated that there was a need to raise awareness about social media depression, as well as the need to educated the millennial generation on how to tackle the detrimental effects.

Threads from my dissertation research lead to the development of a travel pop up campaign for my final major project. As well as collaborating with students and industry experts, I created a business plan, marketing strategies, a one year financial plan, along with promotional material all encrypted with QR codes tailored to the target consumer.

My ambition is to forge a career within PR and Marketing where I can offer something new within this sector, contribute my research and ideas, in addition to enhance and refine my business and marketing skills. Over the last 2 years I have been interning at Next head office within the PR department and I feel it has further developed my knowledge within the industry.