Author: Elizabeth Willis

The Wildlife Festival Capsule Collection from Pretty Little Thing – Posters

As part of my Final Major Project at university, I produced a new creative marketing campaign for Pretty Little Thing. My campaign idea was supported by research undertaken in the Individual Project Report and draws on elements of experiential marketing at music festivals.

The core of my idea was a collaboration between Pretty Little Thing (PLT), the glitter brand Dust & Dance and Wildlife Festival. The campaign would include a capsule collection of festival clothing and accessories, demonstrated by the lookbook. This collection would be launched and initially sold exclusively at Wildlife Festival. Customers would be able to visit the PLT activation at the festival, where they can browse and buy the collection. Three famous bloggers (Em Davies, Mika Francis and Carms London) would be there to meet customers and act as ‘personal shoppers’ to help them choose their new festival outfits. Dust & Dance would also be present to provide customers with glitter hair and makeup. This is illustrated by the concept art. This activation would allow customers to create a positive emotional connection with the PLT brand, as they would have the opportunity to have a festival makeover, styled by their favourite bloggers. After the festival, the collection would then be made available online.

The campaign would be promoted across the brand’s digital touchpoints including social media, website and email marketing. These three posters are an example of how the collection and festival activation could be promoted.

In order to create my posters, I styled three models with Dust & Dance glitter makeup and photographed them. I then photoshopped these images with second-hand imagery of festivals to create a double exposure effect. I then placed these images into a poster design I had created, inspired by an image I found on Pinterest. I was particularly proud of this element of my creative campaign.

The Wildlife Festival Capsule Collection from Pretty Little Thing – Lookbook

As part of my Final Major Project at university, I produced an idea for a new creative marketing campaign for Pretty Little Thing. My campaign idea was supported by research undertaken in the Individual Project Report and draws on elements of experiential marketing at music festivals. I received a high first for this assignment.

The core of my idea was a collaboration between Pretty Little Thing (PLT), glitter brand Dust & Dance and Wildlife Festival. The campaign will include a capsule collection of festival clothing and accessories. To demonstrate this, I created a large concertina lookbook (11.5in2) of images of products and outfits from the PLT website I felt would fit within the collection. I styled and creatively directed a photoshoot on Southampton Common in order to capture my images; I was also photographer. Selected pages from the lookbook can be seen below.

This collection was designed to be launched and initially sold exclusively at Wildlife Festival. Customers would be able to visit the PLT activation at the festival, where they could browse and buy the collection. Three famous bloggers (Em Davies, Mika Francis and Carms London) would there to meet customers and act as ‘personal shoppers’ to help them choose their new festival outfits. Dust & Dance would also be present to provide customers with glitter hair and makeup. This is illustrated by the concept art. This activation would allow customers to create a positive emotional connection with the PLT brand, as they would have the opportunity to have a festival makeover, styled by their favourite bloggers. After the festival, the collection would then be made available online.

The campaign would be promoted across the brand’s digital touchpoints including social media, website and email marketing. I made three posters as an example of how the collection and festival activation could be promoted.

 

 

For a full copy of this lookbook, please email me at elizabethrubyy@yahoo.com

Festival Season – Individual Project Report

As part of my Final Major Project at university, I produced a 5,000-word Individual Project Report. I presented this report in the style of a magazine, entitled ‘Festival Season’, which explored the following question:

Brands like H&M, Sephora and Revolve have been capitalising on the opportunities created by music festivals like Coachella in the US. Can British brands create similar opportunities at UK festivals?

My essay investigated the shift away from traditional forms of marketing towards experiential marketing, and the increasing importance of creating brand experiences around a product for the millennial consumer. With this in mind, the report then explored the opportunities created by music festivals as a venue for experiential marketing to UK consumers. Events such as these are ripe for development by UK brands, as demonstrated by the huge success of brand activations at US festivals, most notably Coachella. The focus of the report was on the marketing opportunities presented by music festivals, either by a brands having a physical presence at events or by them harnessing the interest in festival season to promote products. Selected pages from the essay can be seen below.

Alongside my Individual Project Report, I produced a creative campaign demonstrating my idea for a new creative marketing campaign for Pretty Little Thing that draws on elements of experiential marketing at music festivals explored in the report. The core of my idea was a collaboration between Pretty Little Thing, glitter brand Dust & Dance and Wildlife Festival. My creative campaign included a capsule collection of festival clothing and accessories, illustrated in a lookbook; concept art depicting the launch activation at Wildlife Festival and a series of posters to support promotion across the brand’s digital touchpoints.

I received a high first for this assignment.

Although most of the report contained second-hand imagery, I used my own image of Wildlife Festival on page 68.

 

For a full copy of this report, please email me at elizabethrubyy@yahoo.com

 

Personal Career Plan

As part of my Professional Planning and Evaluation module at university, I created a Personal Career Plan. Within this career plan, I was required to analyse my personality, current skill set and work experience and compare and evaluate these in terms of my personal career goals. I chose to centre this career plan in the PR industry, in order to focus my work best. I received a first for this assignment.

The design of this report was my favourite of all the essays I submitted during my time at university. All images included within the report were my own. My favourite pages can be seen below.


 

 

 

London Research Board

As part of our Final Major Project module at university, we visited London to do some visual research to inform our inital ideas. I visited Harrods, Dover Street Market, and Soho.

Dover Street Market is one of my favourite department stores to visit, as I love the conceptual visual merchandising and interesting products. While in Soho, I also visited the Axel Arigato store, which was another favourite. I hadn’t heard of the brand before, but I really liked their minimal style and colour palette, as well as the neutral stone of their store design.

Once I had come home, I used this opportunity to practice my digital skills creating moodboards. I practised using photoshop to cut out objects like the yellow elephant handbag. I also experimented with a gradient effect on the images. The colour scheme of the moodboard was quite different to what I normally create, but overall I was very pleased with the final board. I like the mix of a neutral, industrial feel with bright colour accents.

Writing for the Creative Industries

As part of our final year at University, we were required to take an optional module to compliment our studies. I chose Writing for the Creative Industries, as I have always enjoyed creative writing and felt it would be the most useful skill for my career. For part of our assignment, I wrote an article about the issue of false confessions within the US Justice System and compared this to the UK. I was inspired by the Netflix series ‘The Confession Tapes’, and I used one of the cases from this series to base my article around.

I was awarded a first for this assignment. The mock-up e-book of my article can be seen below.

Strategic Fashion Marketing Plan

Following on from our Strategic Marketing Presentation, we were asked to individually conduct an audit of a brand of our choice, and develop a strategic marketing plan based on our findings. I chose to research Brandy Melville, as I felt they have a strong brand image in the US which has not translated as well in the UK market. I was awarded a first for this assignment, and for the module overall.

Example pages from my final report can be seen below.

Strategic Fashion Marketing Presentation

Our first assignment of third year was a presentation on a current strategic issue within the fashion industry. We were divided into groups of 5 and given 6 weeks to research and create a 20-minute presentation to be presented back to our year group.

My group focused on the idea of Corporate Social Responsibility within the fashion, and the impact fashion has on the planet and the people who work within the industry – from the cotton farmers to the garment factory workers. We also presented the affect social responsibility had on consumer opinions and our ideas about how brands could adapt to these changes.

I was awarded a first for this assignment.

Part of my role within the group was to design our presentation slides, some examples of which can be seen below.

Digital Fashion Marketing Assignment

Our final assignment of second year involved an intensive week of lectures and seminars on Digital Fashion Marketing. At the end of this, we were asked to write a 2,000 word report outlining the current digital strategy of a brand of our choice, and presenting our ideas for a new digital marketing strategy.

I chose to focus my report on ASOS; I felt they already had a strong and varied digital strategy, but I had noticed an area for improvement involving their search functions. My idea involved a new feature on the current ASOS app called ASOS Advanced Search. The feature would take inspiration from Tinder and Missguided’s ‘Swipe to Hype’ app, but would incorporate advanced Artifical Intelligence software to benefit the consumer and improve the efficiency of searching on the app.

To begin the process, the customer enters basic data about the product they wish to purchase, such as product category, size and price range. ASOS Advanced Search then presents them with products; swiping left will reveal a new product, and swiping right will add the product to the wishlist. The app will learn from data generated through the users account, including past purchases, style choices, favourite brands etc., as well as the data in the wish list. For example, if a user is viewing jackets and regularly purchases cropped products, and there are several cropped jackets in the wishlist, Advanced Search will show more cropped jackets. The customer can view the wishlist at any time, and remove products they change their mind about, which will help to further refine the product offerings.

My report recieved a First, and some sample pages can be seen below.

Creative Branding for Fashion Creative Campaign

Part of the Creative Branding for Fashion report required us to demonstrate our work visually. I created 7 mood boards to accompany my research. These included four brand boards to go alongside my case studies used throughout my report: Mulberry, Stella McCartney, Dries Van Noten and Fendi. I also created two consumer pen portraits, and a map visualising facts about fur in fashion around the world. All the boards used a combination of my own photos and second-hand imagery. My boards can be seen below.