Month: November 2017

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.


Creative Branding for Fashion Assingment

As part of our Creative Branding for Fashion module at university, we were required to write a 3,000 word report examining a strategic issue faced by the modern luxury fashion industry. I chose to explore the issues surrounding the use of animal products in the fashion industry, as this is a particular area of interest for me. I focused on three main areas: furs, exotic skins and leathers. My report received a First, and some sample pages can be seen below.