A Fashion Portfolio by
rebeccajaynebarley +447960016584 rjbarley@gmail.com
Contents Public Relations Visual Merchandising Photoshoots Articles Trend Book Graduate Enterprise Work Experience
Public Relations Biba Press Release British Attire Press Release Biba Promotion Biba Look Book S/S 2012
BRITISH ATTIRE AUTUMN/WINTER SHOW – WELCOME TO LONDON TOWN British Attire reveal their latest collection on secret location. 23.04.2009 British Attire’s Autumn/Winter Collection hit the runway on Thursday 9th July 2009. Dubbed London Town, guests witnessed the brands latest designs, including a t-shirt collection designed by British Attire’s very own muse, Agyness Deyn. Meeting at the flagship store upon Brick Lane, central London, guests were whisked off to a secret location. Travelling upon London’s trademark double-decker bus, the venue was revealed as an old, derelict warehouse. Backstage, chief designer and British Attire President, Lola Stokes, showed her appreciation for model Agyness Deyn’s work, ‘British Attire is about freedom, compassion and loyalty to your beliefs. Within this collection we wanted to rediscover the essence of classic products like the basic T-shirt, adding a modern twist to reflect today’s society. With the likes of Agyness Deyn aboard, I believe we successfully achieved this. Her contribution has been invaluable whilst her dedication greatly appreciated. She really has helped to reach out to our target audience, epitomising the brands image and ethics. A true pleasure to work with.’ British Attire is a novel brand for young fashionista’s who live and breathe London town. Individual and eccentric, the clothes allow for original style and freedom of expression. Reflecting the brands flagship store; unusual layout, contemporary music and unique street lamp lighting, the catwalk sustained British Attire’s values. The event as a whole was a great success. Guests had a true experience of secrecy, five star treatment and entertainment. Live music was provided on their travels, whilst a cava and canapé reception awaited their arrival. In true style, a three course meal was then served, representing everything British. The catwalk was a triumph, showcasing Stoke’s impressive talent.
END Notes to Editor. For further information on all collections, past and present, including any purchases, email or telephone British Attire. 0207 485 9475 enquiries@britishattire.co.uk 27 Brick Lane, London, E1 6QL
BIBA FLAGSHIP STORE OPENING Biba unveils new store and design concept for its London flagship location Biba will open their first standalone store on 16th March 2011, in Regent Street, London. The flagship store will exhibit an improved array of Biba products, ranging from womenswear to homeware, in a modern and dynamic retail arena. The new store design will veer away from original associations of Biba, taking its first step into the twenty first century with an amalgamation of modern day technology and innovative furnishing. Speaking enthusiastically of the brands future, House of Fraser chief executive, John King admitted, ‘with the ever impressive growth of Biba as an in-house brand at House of Fraser, our only next point of call was to move the brand into its very own store. Within the ten year plan we devised for the brand, one of our main objectives was to increase the product variety which inevitably determined the need for a larger retailing space. The only way we felt we could accomplish this was to expand outside of House of Fraser stores. After many months of deliberation and extensive research, an unanimous agreement decided the location of the flagship store, which will be London’s Mayfair, Regent Street. It is an exciting prospect not only for us as a company, but for the many devoted Biba fans out there.’ The store will set up home at 255-259 Regent Street, Mayfair, London, taking over 7000 square feet of retail space upon one level. The new store will be forward thinking in visual merchandising and consumer needs; creating strong emotional ties with Biba products through store experiences. The design of the store will work in conjunction of raising the brands image and ethos of being the leading pioneering brand on the high street. The flagship store will step away from the traditional retail arena, and represent more of an exhibition; an experiential and interactive product viewing. Clothes will be displayed singularly upon magnificent clothes rails, with mannequins suspended from grand three dimensional installations. All furnishings will take forms of the shapes and silhouettes used in the 1970’s Kensington Biba store, including the Egyptian inspired changing rooms and the luxurious tills. The open shop floor space will allow for customers to flow through the store browsing the Biba products on display and educating them on the brand itself via interactive technology. With timeless black and white chequered tiles and an entirely mirrored ceiling, the store will appear bigger than its measurements, exposing the intricate details of the individual installations. The store will ooze creativity, transitioning from an everyday retail store to a place of self expression and escapism from reality. Truly bringing Biba back to life as it were in the sixties by running parallel to modern times, Biba’s identity as an independent brand will sit comfortably amongst the crème de la crème within the ever competitive Fashion market. ENDS For further information on Biba please contact House of Fraser; 020 7003 4000 Email: press.houseoffraser.co.uk 27 Baker Street London W1U 8AH
PROMOTION Flyers and Posters
Biba is Back... ... And brings with it a revolution! Our new S/S 2012 collection will be launched like never before as Biba’s Flagship Store opens its doors to a brand new start. A store created for escapism from reality, the new collection will be displayed upon architectural ‘Biba’ shapes, bringing the iconic British fashion label into the modern era.
The S/S collection provides classic cut garments, feminine, graceful dresses embellished in graphic patterns, produced in luxurious materials. Lustrous accessories help to accomplish the ultimate Biba look.
BIBA LOOKBOOK S/S 2012
Dress, ÂŁ125
Dress, ÂŁ55
Visual Merchandising Biba Flagship Store
SHOP FACADE
INSTORE INSTALLATIONS
CHANGING ROOMS
CLOTHES RAILS
PAY POINTS
INTERIOR WALLS
Photoshoots Kate Black: Graduate Collection Minimum spend, Maximum impact
GRADUATE COLLECTION
Minimum spend, Maximum impact
STYLING Designer clothes sourced at high street prices.
Articles Lilly Heine: Topshop Vintage Hotspot
Trends Denim Leather Tartan
All
American Girl
DENIM
LEATHER
Cool Rider
TARTAN
TRADITIONALLY TARTAN
Graduate Enterprise PeachyKeen Highly Commended Business Plan Award
‘Giving or receiving a gift from PeachyKeen will not be forgotten’
As part of a team, I created a brand and a ran a successful business; PeachyKeen. A company located in the heart of Newcastle, PeachyKeen specialised in an assortment of high quality vintage gifts with a contemporary twist.
Award
Graduate Enterprise Business Plan Award
Highly Commended
Work Experience Vauxhall Fashion Scout Yorkshire Post Chocolate PR
FASHION INTERN An intern for two seasons at Vauxhall Fashion Scout, I helped dress backstage for designers including A Child Of The Jago and William Tempest, and worked as Front of House dealing with PR matters.
FASHION INTERN Whilst on placement at the Yorkshire Post, I produced journalistic pieces, including articles and trend layouts which were featured within The Yorkshire Post supplement ‘Life & Style’.
‘Chocolate PR offers public relations consultancy services in Leeds, Yorkshire and London’
PR INTERN Here I was assigned tasks of writing press releases, and other press publications, conversing with clients and other organizations on a daily basis.
……….PRESS RELEASE…….PRESS RELEASE…….PRESS RELEASE…….. 30th June 2010 FUTURE LOOKING ROSY FOR NEW COOLPINK DIRECTORS Digital Agency rewards loyal staff with new promotions Award winning Yorkshire based digital agency, Coolpink announces two new appointments within the business today, as their success story continues and further secures their position as a leading force within the digital marketing arena. In a move to further develop the operational team within the business as the agency continues to expand, M.D Mark Bower has appointed two new directors from within his existing staff. With immediate effect loyal Coolpink employees Andy Park and Guy Weston will assume their new roles; Andy as Creative Director and Guy as Director of Strategy and Planning, both working closely with MD Mark Bower and Operations Director Sally Aisbitt. Promotion to the Coolpink Operational Board sees Guy adopt a more strategic, new business related role, in addition to his original post of running the media and search team, whilst Andy affirms full accountability for the combined developer and design teams; the overall output of the business. Having worked in online since 1998, Andy’s background covers an impressive list of major clients including Nestle, Disney and the BBC. Bringing over 7 years of online marketing experience to Coolpink, Guy joined in xxxx, bringing experience across PPC, affiliate, email and display marketing, and he’s developed clients such as Jet2.com, Fox’s Confectionary and Yorkshire Building Society. Coolpink Managing Director, Mark Bower said: “Both Guy and Andy are extremely knowledgeable in their fields, highly motivated team players and are committed to the future success of Coolpink. I know that this is precisely the kind of attitude that they will be looking to develop within their respective teams going forward”. A leading, full service digital agency, Coolpink has a vibrant team of thirty of the most talented and creative people in the industry. Forever pushing the boundaries of what can be achieved online, Coolpink’s services span digital marketing campaign planning and strategy, creative concept development, e-commerce and web development, digital media planning and buying, social media development, SEO and web reporting. They help clients develop engaging campaigns to build their businesses or brands online, through creative, yet strategic digital marketing. Clients include Opera North, Warner, Weber, Howarth Timber and Bensons for Beds. - ends Notes to Editor: • Imagery of Andy, Guy and Mark attached • Coolpink is celebrating it’s tenth anniversary this year For more information please contact: Jo at Chocolate PR 0113 2459132 Jo@chocolatepr.co.uk
Personalisation – The New Digital Cult The customer is king! So engage him with an experience fit for royalty. Gone are the days of admiration for shop windows and acceptance of repetitive brochure sites, today’s consumer prizes service and their own time above all else and technology-enabled personalisation can make this possible. Maintaining great customer relations is a ‘cult’ instinct, disregarded by many, but cultivated by those who choose to believe in its benefits; setting them apart from their competitors. By personalising your online strategies you can open a whole can of opportunities to increase your ROI, retain customers, enhance your brand image and generate free marketing via word-of-mouth. Personalisation is key to keeping the consumer engaged in your brand, and therefore they must remain at the heart of your approach to digital strategy. Let’s look at how we can develop this personalisation ‘cult’ within digital strategy: 1. Rita, Sue and Bob Too – know your audience Find out who your target audiences are; every variation, then ask yourself why they choose your brand, and how it is you can help. Do they want information? Are they wanting to purchase? Or do they simply just want interaction with the brand and its consumers? Anticipate their needs and begin building your relationship from day one. Offer them related products or give them suggestions i.e. ‘other customers also viewed...’ Examine where your customers are in their buying cycles and adapt to suit their needs. 2. Seven – understanding decision making The main component to consider for any online business, is the ‘end-user’. Users are the central ‘cog’ in any online business, around which the website should revolve. Every brand needs to understand why their users make the decisions they do, in order to predetermine an effective strategy which will lead consumers towards purchasing, engaging and re-visiting. 3. It’s a Wonderful Life - ensure efficient customer care Greet them every time they log in and be just as accessible online as you would in person. Ensure you employ a plentiful amount of customer service representatives to answer calls throughout the day, just as you would a sales assistant 9-5. Aim to respond to all email queries within the working day, if not sooner! Personalise the e-mail, attaching a contact name, e-mail address, and phone number to use if your customer so requires further help. Why not integrate an application upon your webpage, whereby a customer can leave a contact number for you to call them back! 4. The Matrix – create a virtual reality Taking personalisation quite literally, look to electronic life-simulation computer games such as the Sims for inspiration, turning your customers into their very own virtual self. Allow your virtual character to roam the site, but most importantly be brand specific. For example, for fashion brands why not provide an application for the customer to key in their bodies’ dimensions? Create a custom mannequin within your online store and allow the customer to try on outfits. For non clothing brands on the other hand, provide something which allows the customer to test your product just as they would instore. They should be able to get a ‘feel’ for the product without actually touching it.
5. Human Traffic - go overboard with social interaction Websites are now required to be communication channels, ways in which the customer can engage in a conversation with the brand itself. Social media alone is by far the most relevant example of free advertising through word-of-mouth. Keep up to date with social media, keep your status updates and tweets regular and relevant. Provide advice, offers and exclusive opportunities to you followers. Allow customers to chat to one another about the products available, comparing previous purchases and discussing future ones. This will allow for recommendations to be made and therefore your reputation to improve. Get involved and hire experts to chat with consumers anytime, without any pressure to buy. 6. To Kill a Mockingbird - treat every customer equally Anything that is offered online must be honored instore, for example online gift cards and certificates. Reassure the customer also that any item will be possible to return both through the post or at one of its stores. Refunds and exchanges will be honored efficiently regardless of the place of purchase, on or offline. 7. Me, Myself & Irene – individualise your customers Customers may have similar interests, but remember they are individuals. Add personalised touches to your consumer interaction, individual to them such as mailers, offering birthday discounts or gifts. When new products launch related to their previous purchases, send them a message ‘thought you may be interested in this...’ Customers love to feel valued, so give them something back. 8. The Good, The Bad and The Ugly - user-generated content It is widely acknowledged that adding customer reviews to a website has direct benefit. Customers want to feel part of the brand and therefore deserve acknowledgment for taking time to provide an opinion on your product. Personally thank everyone for their review, but be creative, think of another media other than email. By publishing this, the customer is becoming part of your team, strengthening the bond. 9. 300 (IMAX) – enliven your media Take your audience on a customer journey using rich media such as videos, zoomable images, and 360degree views. Generate an emotional attachment which will resurface whenever they are reminded of the brand; be it through conversation or sight of the logo. Create a lasting impression by tapping into a variety of customer senses, making your website the most memorable and catered one out there. 10. The Italian Job - consider the finer details Don’t go to all the effort prior to purchase and then forget the rest. Review your checkout process to ensure it’s not too complicated or too long winded. Unnecessary information requirements will just put the customer off! Allow the customer to track their purchase easily online and over the phone. Really consider attention to detail where your packaging is concerned. After all who would choose a battered box or dented can instore? Mirror your brand, its image and audience through packaging used. After all quality products deserve quality wrapping for quality people! By knowing your online audience and understanding what it is they want, you can create a lasting impression, building a long lasting relationship, and ultimately repeating business. Websites are only part of a customer sales cycle, and whilst the perfect customer experience cannot guarantee an instant sale, it cultivates the bond between brand and consumer. Once you join the personalisation ‘cult’ customers will do the selling for you, all you need to do is lead them in the right direction.
rebeccajaynebarley rjbarley@gmail.com
+447960016584