PORT FOLIO
Babita Pun
ABOUT A positive, self-motivated BA (Hons) Fashion Management student at Nottingham Trent University graduating with First Class Honours in July 2018. Confident in executing creative projects, problem solving, delivering results and thrive in a collaborative environment.
CONTENTS 01. LFAMERICAS 02. RALSEY 03. INFOGRAPHICS 04. DISSERTATION 05. MOODBOARDS 06. MOCK-UPS
LFAMERICAS
01
Telling the story and engaging the base 13.4m
473k
2.4m
Our team-
32k
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BooHoo are the second largest online retailer of clothing in the UK and stock market star.
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Market reach in Europe, Australia, New Zealand and the USA.
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Boohoo targets young women 16-24 year olds with own-brand clothing at affordable prices launching over 100 styles everyday.
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Acquired rival fashion online retailer Prettylittlething.com and saved Nastygal out of bankruptcy in 2016.
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Revenue 295 pounds in 2016 exponential sales growth USA sales surged 140% as of Feb 2017.
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5.2 million customers, the online largest fashion retailer to the USA.
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Celeb and influencer fav.
Boohoo is young, fast and disruptive!
Marketing
Design and develop brand toolkit Produce brand assets (branding hangtags, labelling)
Opportunity
Create seasonal imagery for marketing and advertising (banner ads, splash adds, in store visual, E commerce)
Drive footfall and sales in store by creating a buzz Introducing a fast responsive instore fashion destination for juniors -BOOHOO exclusively in the USA at Kohls. This collaboration will offer cross pollination of a proven industry disruptor with established and trustworthy in store environment in the U.S.
Creative direction, recommendations and TA on marketing content for brand building *
Create clear brand ID and build base to drive omnichannel sales (Instore, E/M/S commerce)
Fast Fashion trends and potential to test and react in season.
Connecting with consumer via social.
Expanding Boohoo’s successful formula of temporary experiential retail spaces and strong social media that appeal to Gen Z and younger millennial girls.
Content is targeted within context of consumer demographic
The omni-channel experience.
Influencer endorsements (content drives intimacy, aspiration and brand affinity)
Boohoo pop up in store.
Boost user to user sharing (60% more trustworthy and 40% more impactful than direct messaging) *3rd party execution
“-it is a feeling, a philosophy,
The cinderella of tech, Sophia Christina Amoruso (born April , 98 ) Greek, Italian, and Portuguese descent was called the “richest selfmade women in the world” by Forbes in .
a woman doing her thing and being great at it. 868k
129k
132k
A rags to riches story -she founded one of “the fastest growing companies- Nastygal” by Inc. Magazine in . A taste curator with confident sassy style and sexiest CEOs alive by Business insider in . x New York Times best selling author and season one on Netflix now. A role model and influencer, Girlboss is a platform for women leading deliberate lives.
Girlboss #yeswayvacay swim collection is for all for gals who’ve got the confidence to just be themselves and flaunt fun, fashion flirty styles.
5k
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02 RALSEY
Figure 4 Gen Z Infographic (Author’s Own, 2018)
INFOGRAPHICS
03
Figure 1 Gen Z on Pile of Clothes (LinkedIn, 2017)
”
Eileen Fisher (Ecowatch, 2016: online)
BACKGROUND
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400% more clothing is purchased today by consumers in comparison to the last two decades.
”
(Fashionrevolution, 2017)
Demand for clothing is expected to rise
63%
and the level of fashion consumption waste predicted to reach
148 million tons by 2030
(Pulse of the industry, 2017; WGSN, 2017)
2012
2014
2016
2018
Figure 2 Global web search graph for term “Sustainable Fashion” (Google Trends, 2017)
Figure 3 Pile of Clothes (Army, 2017)
DISSERTATION
04
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The clothing industry is the second largest polluter in the world, second only to the oil industry.
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THE ATTITUDE-BEHAVIOUR GAP Price (75%) is the biggest barrier to sustainable consumption, followed by aesthetics and fashionability (66%), accessibility and convenience (80%) and awareness (32%).
Sustainability should be a given with fashionable clothing
”
(Questionnaire, 2018)
Figure 31 Reformation campaign (Reformation, 2018)
Figure 22 Reformation campaign (Reformation, 2018)
(Focus group, 2018)
Figure 23 Cross Analysis of Primary research findings (Author’s own, 2018)
BUYING BEHAVIOUR
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THREE NESTED INDEPENDENCIES
ATTITUDES AND VALUES
ENVIRONMENT
SOCIETY
ECONOMY
Figure 32 The Three Nested independencies model (Rochester Edu, 2016)
RECOMMENDATIONS CONSUMER MOVEMENT
16-24-year-old female consumers consider shopping for clothes as a leisure activity (Mintel, 2017)
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HYPOTHESIS 1= POSITIVE Comparison between participants across the focus groups showed that higher awareness translates into action.
Figure 21 Survey results, number of clothing purchased (Author’s own, 2018)
Figure 44 Screenshots of Walk the Walk visual marketing pack (Author’s own, 2018)
67%
MOODBOARDS
05
MOCK UPS
06
PORTFOLIO
Babita Pun babita.pun@hotmail.co.uk www.linkedin.com/in/babitapun https://babitap.wixsite.com/portfolio https://issuu.com/babitapun