Category: Second Year

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.




Trend Forecasting Showcase – WeAre!2017

As part of our university course, the second year students in Fashion Marketing and Management create an exhibition in early February showcasing their work from the Fashion Communication module.

I projected managed this exhibition, which we named WeAre!2017, including a VIP launch night party. My responsibilities included overseeing the creation of an invitation, which was then sent out to an invite list created by the Press Team. I was also responsible for organising refreshments for the launch party, as well as fundraising our budget to purchase these. I also organised the Set Up Team to help curate and prepare the show space, as well as the Social Media team for promoting the event. The exhibition was open to the public from the 17th to 24th of February (excluding weekends), and I also needed to ensure we had volunteers in the show space at all times during opening hours. I really enjoyed my role as project manager, and the exhibition and VIP launch party were both great successes.

On Wednesday 22nd February, representatives from the URBN group talent team gave a lecture to second- and third-year fashion students at WSA, and also visited our exhibition. This was especially important for us, as our projects were focused around an URBN brand of our choice: either Urban Outfitters, Anthropologie or Free People.

I have included images below of the exhibition, the launch event and the visit from the URBN recruitment team.


WeAre!2017 Invite

We Are!2017 Exhibition

My images and mood board featured in the exhibition.

WeAre!2017 VIP Launch Party

Visit from the URBN Talent Recruiters

From Left: Elizabeth, Kate and Zoe from URBN, Kelsea and me

Fashion Communication Creative Campaign

Another part of our Fashion Communication module required us to create 3 mood boards to accompany our report. One of these boards had to be a visualisation of our trend developed during our group work. I also developed a mock-up of an editorial for Urban Outfitters in Dazed magazine (using my own photography), and a ‘press pack’ board which included an example press release with potential supporting images, and ideas of who the release would be sent to. My three boards can be seen below.


‘Global Forming’ Trend Board

Dazed Editorial Board

Press Pack Board

Fashion Communications Assignment

As part of our Fashion Communication module at university, we were required to write a 3,000 word report. This report included details on the Trend Forecasting process and the trend we had developed in our group work; and a communications strategy, influenced by our trend, for our chosen brand from the URBN group.

I chose to develop a plan for Urban Outfitters, and my report was given a first. Some example pages from my report can be seen below.




Communications Plan Synopsis

As part of my Fashion Communication module, I have to write a 3,000-word illustrated project report on a communications strategy for a brand in the URBN group. This campaign would be influenced by our previous trend forecasting work. I chose to create a campaign Urban Outfitters.

Before beginning my main report, I created a mood board, including a 300-word synopsis of my idea, to be informally marked by my tutor to check my ideas and progress. My synopsis can be seen below.


Trend Forecasting

Trend forecasting was one of my first assignments for my second year at university. We were placed into groups to research and develop a trend for AW17 and beyond, to be presented to the rest of our course after 6 weeks. My group developed a trend called ‘Global Forming’: consumers wanting to behave more responsibly towards the planet and towards one another. One of my tasks was to design the slides for the final presentation; some examples can be seen below.

Unless otherwise stated, all images are my own.


(London Sky Garden image sourced from Wikipedia)



(There is No Planet B image sourced from Tumblr)



(Alpaca images sourced from Pinterest)