Portfolio
A P R I L // 2 015
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ContactDetails Belle Ang Yen Chein yencheinang@gmail.com
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Fashion Communication Fashion Marketing Profile I am a fashion marketer possessing the ability to produce creative concepts and campaigns. I have keen interest in Fashion Marketing and Fashion Communication and through my education and work internship I have been involved in various stimulating projects. These have included the successful creation and publicizing of a newly created brand and also promotion of a well established brand such as GAP. I am seeking a career where I can express my full passion and expand my skills through working on challenging fashion marketing and brand development projects.
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Content .
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Publication // Creative Writing // Photography [ Vanilla ]
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. pg 13 New Business // Fashion Booklet [ Roses & Thorns ]
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. pg 17 Project Research [ The Influence of China Street Style ] . pg 29 Fashion Coordination Project // Art Exhibition [ F.ART ] . pg 23 Branding Fahion Marketing [ Boxed ] pg 25 Graphic & Multimedia Design [ FLAB ROCK ] . pg 27 Media Plan // Press Release Guerilla Marketing [ Tiffany & Co ] . pg 29 Product Development [ Mascara curler ]W
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. pg 31 Internship Marketing [ Gap & Banana Republic ]
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Education // 2014 - 2015, Northumbria University School of Design: Fashion Communication BA (Hons) 2012 - 2014, Raffles Higher Education of College, Malaysia: Fashion Marketing & Management Adv.Diploma 2008 - 2011, Equator Academy of Art Malaysia: Graphic & Multimedia Design Diploma Certificate of Art
Work Experience // 2013 (3 months): Position - Intern; FJ Benjamin Holdings Ltd. Kuala Lumpur, Malaysia (Brand Building and Management, Asia) Achievements // Supporting GAP & Banana Republic marketing departments. // Involved in developing ideas for marketing strategy. Incharge of GAP kids instore events including planning and designing event backdrop and other marketing collateral. // Managed GAP social media marketing. // Preparing press release for the launch of Banana Republic collection. 2012 – to 2014 Freelance Marketing Coordinator and Graphic Designer Achievements // Produced a company profile and technical publicity brochures for a UK based company // Devised company branding and developed logo and name cards for a UK based company // Prepared strategy, including material and completion certificates for a company Childrens Mentoring Campaign
Publication // Photography
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Model selected in Spain and photoshoot completed in the remote rural village of Patones de Arriba, Spain. Simple & country clothing style was the main styling theme for the photoshoot. Model // Sara P茅rez G贸mez
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Publication // Photography
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Publication // Photography
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“hey you, what’s all that noise for? ’’ She cried so loudly as she knows that she has to leave the warmth of the cozy womb forever and bid farewell to her temporary home. The first interaction she makes. A miracle has just been born. She makes noises that walls could shake to show her presence. The big curve showing on her both velvety blooming cheeks everytime her mothers surrenders to her resonance. She shows pleasure at her own success; a very simple victory in the beginning of her life.
Publication // Creative Writting
‘I am flying but I can’t scream’ Say bye to the rural, say hi to the cruel. Welcome to the true world baby. Put chemical on skin and breath lipstick in are the daily routine. Backstabbing, whispering, scheming, conning, happens when breathing and she is still wondering with her Primark stripe nude pink top. People live with it and eat with it. Friend or foe no one knows. Everyone is contaminated in this murky pond, fashion sense is long gone. She is always with her ripped jeans and white slouchy T. She cook noodle in her mug and she had dinner in her bathtub. She walked miles and gotten words with “you are out”. She knows she will make her own crowd one day if she gives it all out. And now, she found her own room and she made her bloom.People claps so loud to make her proud. That’s no place that she would rather be. The place not with all the claps and crowd but place where people realize what is fashion style.
Fashion style with free mind won’t lie, fashion style with sense not price.
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Roses and Thorns exist to encourage a healthy and inspiring living. We’re passionate about sharing fashionable ideas along the way and fully engaging people with sustainable clothing. Our vision is to grow Roses and thorns into a brand that will always be remembered as a fashion label that brings peaceful and trendy.
New Business / Roses and Thorns
Model // Lucy Tallen
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Project Reasearch // Layout Design
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Fashion Coordination Project // Art Exhibition
The aim of the exhibition was to promote ourselves as future Fashion Marketer by showcasing 8 art pieces that are inspired by Fashion Marketing core subjects. Ideas and concepts were transformed into individual art pieces that were all produced by Fashion Marketing students.
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These white clouds that are surrounding the Cloud Tree symbolizes the infinite sky. Main cloud tree is made of more than 1500 lightbulbs in order to light it up. It is a reminder for us on how there are no limits to our possibilities as well as the freedom to bring what we imagine to life. As fashion marketers in Raffles College, we have a constant flow of ideas that fuse fashion and business.
Fashion Coordination Project // Art Exhibition
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This installation is made of more than a thousand paper flower that uses three basic colors. When primary colours are mixed together, secondary and tertiary colours are created. At this stage, it represents us, the fashion marketers, we put originality into creative ideas with the experiences that we gained and many things that we have learnt.
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5 Branding // Fashion Marketing
B O X E D // Lifestyle Store Boxed is a lifestyle brand that portrays simplicity in a humorous way that people can get interactive with. Boxed exists to encourage a joyful living. We’re passionate about sharing happiness along the way and fully engaging with the people with laughter and genuine life experiences to uplift the lives of our customers. Pop-up Vending Machine The pop-up vending machine will be placed at the main shopping area in Kuala Lumpur Malaysia. They are able to be interactive while buying the products. It’s almost like playing a toy vending machine in an amusement fair and getting the reward after. This is a shopping experience that we don’t get in Malaysia and Boxed hopes to provide a different shopping atmosphere for the consumers.
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Branding // Graphic Design
Logo Design
Punk and Rock style is a proposed brand looking to focus on the fashion needs of over sized women. The brand identity is to encourage plus size women to have confident personalities just like the idea of punk & rock style. Twelve branding and marketing materials for example posters,flyers and signboard were prepared for the graduation exhibition.
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Name Card Design
Fashion Designer’s Boutique 1116, huttoon lane, 10050 penang, malaysia.
Poster Design
Media Plan // Press Release
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Media Campaign
The campaign aims were raise Malaysian consumer awareness towards the brand and its products. In addition to that, the launching of the collection is synonymous with the message associated with it, which is to cherish and value the loved ones.
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Media Campaign // Print Advertisement A short heart wrenching true story of a couple having a life challenge that they have to be seperate and live without each other will be printed on the printing media- Mini Newspaper to deliver the brand message to the audience.
This campaign had an unconventional approach in creating anticipation of the collection. On the day before the product launch, 500 mini Tiffany parachutes will drop from the centre area of the specific mall each day during maximum attendant. The parachute contained a card having the stores information and the campaign tagline and also the QR code to the TV ad. This can induce wordof-mouth from consumers.. Media Campaign // Guerilla Marketing
Product Development // New product
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Final Product
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Marketing Internship // Gap
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The internship marketing at FJ Benjamin involved the promotion of well established brands such as GAP & Banana Republic through social media marketing and with development of product marketing. Incharge of the Instore event and activities for GAP Kids and developed marketing material such as childrens doodling carpet and the photobooth backdrop. Also devised props for the childrens activities.
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Super-Speed Run at great speeds and increased reaction time when battling with the enemies.
Pillar of Fire Create pillar of fire and dodge bullets from your enemies!
Mighty Strength Knock over buildings with your bare hands and able to throw cars at fleeing bad guys!
Blazing Heat Eyes Shoot laser-like rays of heat from your eyes, and blast your way through doors.
Props Stick Photobooth Backdrop
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