My Work
This section is an amalgamation of my university work throughout my Fashion Marketing and Branding course, including research projects, marketing strategising, communication plans and more.
Stage 1 - Research Project
“To what extent do Gen Z females use fast fashion to fulfil esteem needs?”
This research project was completed as part of my final dissertation and is one of my favourite pieces of work to date. Ever since reading the book ‘How to Break Up with Fast Fashion’ by Lauren Bravo (a great book by the way), I became so interested in my fast fashion shopping habits and that of others. Because of this, the project was a joy to complete and the primary and secondary data I collected was fascinating and still influences my purchases to this day. It was a beautiful marriage between three things I love fashion, marketing and psychology, having studied this at A-Level, it was a great chance to reignite my love for analysis and obtain some captivating insights.
Stage 2 - Business Proposal
"Sago Palm"
This work was the second part of my dissertation, following on from the insights drawn in Stage 1 (shown above). From this research, I created a sustainable streetwear brand with the potential for true commercial success. The result was a fully formed business and strategic marketing and communication plan backed up by consumer research and concept testing. This was a real passion piece for me with a lot of my personality injected into it. I was able to incorporate my knowledge of sustainability, acquired when doing my marketing internship at Relic Vintage, alongside my long-term interest in streetwear. Creating this work, I truly felt that it embodied me as a person and marketeer.
Live Brief
“Relic Vintage Strategy Report”
This project was a live brief in which we were given 3 brands to choose from. I chose to work on Relic Vintage, having previously purchased from them and having a preconceived interest in sustainable and second-hand fashion. From this, I completed a situational analysis and marketing and communication plan with primary and secondary research. 3 projects were chosen to be taken on by the brand and mine was one of them! I also later landed a marketing internship with Relic Vintage that summer where I was able to implement some of the ideas I had formulated.
Trend Map Report
“The Sheer Trend”
This was part of my first-year work and my first ever research project. Here, I was tasked with choosing a current trend and investigating it using primary and secondary research, creating an editorial to accompany this. Originally, the editorial was to be created by students themselves (taking our own photos) however, the national lockdown meant we collected photos from the internet which we edited to fit our theme. I enjoyed this project, particularly incorporating macro trends and societal changes that had led to the popularity of the sheer trend and exploring the fashion models that explained this.
Brand Book
“Missguided”
In this project we were tasked with creating a brand book, essentially a book of guidelines to advise the marketing and communications of a brand. For this work I chose Missguided as I felt I could emulate their style and tone of voice effectively at this time, this was later praised in the feedback I received. This was a fun project, something I would love to emulate with my current knowledge.
UK to USA
"Joules"
The UK/USA project was a situational analysis of an already established brand, Joules, and a complimentary well-researched marketing strategy plan to assess how this brand may break into the USA market. This work required lots of research into UK and USA consumers, and how they differ, in order to cater to them appropriately and it was interesting to learn about the brand and its origins.
