CHELSEA WALLIS
CASE STUDY I have always been fascinated by the term Celebrity and how members of the general public can become consumed with fitting into the ideals presented in the media, particularly the measures people will perform to adhere unrealistic perceptions of beauty, and how the pressures that are presented to young girls in modern society can lead to a negative self-image. The subject matter investigates the academic meaning of self-esteem and how it is impacted by celebrity culture.
Abstract The case study investigates the relationship between low self-esteem and celebrity endorsements within the fashion industry.
the dark side of advertising
Celebrities
and
the
media
are
pervasive
influences
in
society,
the
study
examines how exposure to the ideals presented by celebrity endorsements can have a harmful impact on a female consumer’s self-esteem.
A review of the literature regarding fashion as a marker for identity is analysed, as clothing plays a key role as an indicator for status, wealth, occupation, gender and self-expression which is fundamental to the concept of consumption as a means for self-enhancement.
A methodology of primary and secondary research was conducted to gain an understanding of the pressures presented in advertising and the implications it creates amongst women. The influence of celebrity endorsements has a significant impact on physical appearance, which is explored throughout the case study.
Research indicates that endorsements also fuel consumption habits as consumers strive to obtain the standards promoted by aspirational celebrities. Figures emphasise that the level of impact imposed on an individual’s self-esteem is dependent on the chosen celebrity endorser, and whether they are congruent with the brand image. However, research also presented a contrasting theme that media images can positively impact women through motivation and determination to maintain healthy lifestyles.
ďŹ nal major project A self initiated brief to create a store launch proposal for online retailer Missguided, complimented with a three month promotional strategy, launch event, lookbook and in-store magazine. The idea was cultivated by market research that indicated that consumers are growing increasingly dissatisfied with the online shopping experience, and barriers such as issues relating to sizing, delivery and predominantly returns, deter consumers from making a purchase. Mintel research also emphasised that the young consumer favours shopping in-store than online due to the enjoyment and social factors. Due to the tough economic climate, consumers are favouring value retail brands that allow them to constantly update their wardrobe on a small budget, brands such as Missguided enable shoppers to stay up to date with fashion trends, with fast fashion alternatives. Coupled with statistics gathered from primary research, the major project was justified and highlighted a space on the high-street market for Missguided. The brand have achieved rapid growth since inception, and a store launch will establish the brand among its main competitors and enhance the brand positioning. Missguided already obtain a successful e-commerce store and strong social media presence, however many of the brands direct competitors such as Boohoo, ASOS and Daisy Street are yet to occupy a retail setting. Therefore the launch strategy gives the company a competitive advantage and will provide a hub for the brand to influence and build loyalty with the target audience, on a personal level.
01
MISSGUIDED MARKETING S T R AT E G Y
02
MISSGUIDED s t o r e proposal
03
MISSGUIDED E V E N T proposal
STO R E P R O P O S A L Working with an interior design student, I was able to design a retail setting that reflected the brand identity and provided an immersive environment for consumers to browse and shop. The concept was established through primary research in different retail settings.
Proposed Missguided Store Launch Advertising & Guerrilla Marketing Strategies
M A R K E T I N G ST R AT E G Y The intention of the marketing plan is to establish the internet retailer onto the high-street market, and develop brand loyalty by creating a personal and immersive environment that will allow customers to interact with Missguided both in-store and online. The marketing strategy highlighted utilised popular tactics such as social media, press advertising, guerrilla marketing, direct mail and brand orientated strategies such as celebrity dressing and public relations.
THE MISSGUIDE The Missguide was designed as a complimentary magazine that will be free to all consumers and visitors to the store. The magazine aims to provide inspiration and provoke desire for the products featured, and act as a platform for the brand to further engage with the target market. The publication would also be available to read in a digital format on the Missguided website and mobile application so that it is accessible to all different types of consumer.
Long Hot Summer Scan to read full documents online
lo o k b o o k The lookbook was designed as a component of the marketing strategy, to position in store and distribute among the press to promote the brands Spring/Summer 2015 collection. The design of publication aimed to maintain a consistent branding as advertising, to establish brand recognition and awareness with the impending store launch. The design also resonates with the Missguided values and personality of creativity, fun and style.
PROJECT MANAGEMENT STYLING GRAPHIC DESIGN BRANDING Public Relations MARKETING
marketing communication This project was centered on producing a marketing communications plan for Ben Sherman to elevate the reputation of the brand among the youth segment. The report was curated using a strategic approach informed by market research to ensure that it was relevant that the proposed tactics were appropriate to attract the target consumer. To appeal to the consumer and taking into consideration the brand values, the communications plan detailed strategies including a celebrity endorsement, social media campaign, event sponsorship and mobile communications.
coco boo loves During my short placement as a website assistant at online boutique Coco Boo Loves, my daily duties consisted of managing the online store, responding the customer emails, packing and shipping orders, listing new products to the website and ASOS marketplace store, creating digital content for the company blog and social networks, and designing banners and creative strategies to encourage sales. The internship nurtured my writing skills, and enhanced my interest in social networking and marketing strategies aswell as igniting an interest in online fashion retail, as I also had to review competitors daily to ensure Coco Boo remained compeitive and relevant. Working for a small, family business gave me the opportunity for constant feedback that has allowed me to develop my skillset, and gain invaluable ingenuity that will be transferable to any future employment.
Taking into consideration Coco Boo Loves branding and target consumer I designed a range of visuals and promotional banners to display on the website and social media platforms. Further examples of my blog posts can be found at cocobooloves.co.uk/blog
fuse magazine As part of my final year curriculum, I participated in a group project that was focused on producing a magazine in a six week timescale. The concept behind Fuse Magazine was informed by a niche market for a trend intelligence publication that was available for business and students within the art and design industry. Fuse aims to deliver a platform to display trend forecasts in a range of creative sectors including; Fashion, Art, Travel and Interiors to inspire the next generation of creative professionals. I assumed the role of Editor in Chief, and was responsible of ensuring that all group members wermanaging time effectively so that features and articles were completed on time, fellow colleagues credited me for my leadership, organisation and project management skills. I was responsible for generating all Interior content and features, I also secured an interview with Graduate Fashion Week alumni talent Hannah Williams highlighting her inspiration and design process. The magazine project enhanced my journalistic and writing capabilities, and invested my skills in styling, design, layout, research and time management, as well as improving my proficiency in adobe software.
i nt e r v i e w f e at u r e
F u s e m a g a z i n e e d i to r s l e t t e r
i nt e r i o r t r e n d b o a r d s As the features editor for the Interiors section of FUSE magazine, I used WGSN reports and home interior publications such as FRAME to distingush emerging trends that I could translate in a visually stimulating aesthetic.
R E T A I L STO R E R E P O RT
sto
re
re
vie
w
p e r i p h e r a l e d i to r i a l s h o ot To suit the theme of the magazine, I was forward with my ideas to create a graphic inspired editorial, achieved by manipulating imagery. To compliment this aesthetic, the styling was very minimal so that the clothing did not distract from the edited images. The concept was encouraged by secondary research into graphic books, magazines and websites.
trend forecasting As part of the brief for the Fashion Industry module, I assumed the role of a trend forecaster for womenswear brand Reiss, it was my reponsibility to foresee three capsule trends for 2014, that the brand could integrate into their upcoming collection. Using a combination of primary and secondary research methods I compiled an evidence wall and visual diary, that were filtered down into four categories; trend innovators, drivers, impact and futures which informed the basis of the final trend cartograms. From these trends I then selected one to reflect in a trend book for Reiss establishing how the forecasted trend would inspire and impact ideas, retail concepts and strategies for the brand to maximise growth and sales performance.
re:structure re:structure
taking influence from avant garde silhouettes, restructure focuses on the relationship between structure and minimalistic attitudes
TREND INNOVATOR
TREND DRIVER
TREND IMPACT
TREND CONSEQUENCES
the avant garde nature of re:structure is adapted to meet the needs and practicality of high street consumers encompassing sleek materials and a sophisticated colour pallette
inspiration is taken from architecure and the sleek, minimal design of gadgets and technology.
retail settings and visual merchandising echo the nature of the trend eg prada epicentre and harvey nichols.
key parts of the trend are worn by fashion celebrities and bloggers. trend is ‘watered down’ and available on the high street for mainstreamers and late developers. influences prints and graphics
fashion editorials demonstrate advanced technology and low manufacturing costs allow for avant garde designs to becom mainstream
the trend will mature and develop with modern fashion so that is more accessible and realistic to consumers packaging is impacted by the trend with brands and companies embracing sharp lines and shapes to draw attention to their product/s
trend innovators are influenced by the dynamic structure of avant garde designers like alexander mcqueen
increasing use and creation of social media and apps allow trends to circulate faster.
in h a f w
ee
URBAN EXPRESSION
uses udes
exploring the evolving masculinity of womens fashion, and how it interlinks with powerful attitudes and disciplines that are relevant in modern society TREND INNOVATOR
TREND DRIVER
androgynous models like Andre Pecj and particularly Agyness Dean influence fashion designers with their masculine styling and boyish features
TREND IMPACT
skyfall the latest release in the james bond series might influence and encourage women to adopt tailored and masculine styling
TREND CONSEQUENCES
EXPRESSION FOCUSES ON THE increasing USE OF colour and digital software TO Create surreal and innovative designs. Be it fashion, art, achitecture, prints and graphics
TREND INNOVATOR
TREND DRIVER
TREND IMPACT
TREND CONSEQUENCES
alternative artwork & graphics street graffiti
clothing and prints from the 1980s
the increasing realm of social media and technology generates interest in the trend
trend is translated into visual merchandising advertising & digital campaigns
advanced technology & software will allow the development of new fabrics and materials
inspired by the british influences, traditional materials like herringbone and tweed will become increasingly popular.
home interiors, furnishings interiors replicate trend
home interiors adopt masculine oppulence with a nod to british monarchy as it features grand wallpaper and furnishings.
trend innovators reflect masculinity and tailoring in their personal style
vintage clothing and tie dye methods
ics
Fashion designers such as valentino and the row implement masculine qualities in their collections, the trench-coat and trouser suit being the most predominant
gy ts to am
fashion advertisements, editorials and publications showcase masculine aesthetic
alternative and popular musicans, djs and rappers demonstrate aesthetic of urban expression
fashion also senses a revival of british heritage with british brands becoming increasingly popular
editorials demonstrate use of digital software to enhance colour and hint surrealism
science and the formation of rocks and crystals
fashion designers incorporate high end versions of the trends, this then trickles down to high street and is adopted by mainstreamers
inspired by the 1940’s when women had to take on roles in factories and practicality overthrowed frills. women started to dress with masculine aesthetic
“social attitude towards women are changing, we are now considered equal and powerful”
the trend will adopt a sleek and structured aesthetic.
cv and contact details
Email mobile
chelseawallis@outlook.com
07821 59 25 99
Issuu
issuu.com/chlswlls
blog
chlswlls.tumblr.com
An ambitious and self motivated fashion student with cultural antennae. Able to organise and produce projects to given deadlines, with proficiency in standard and creative software. An open-minded and adaptable team member with excellent communication skills. Committed and eager to build on experience and knowledge about the fashion industry.
CHELSEA WALLIS
INTERESTS Keeping up to date with media and current affairs. Reading a variety of fashion and style publications, particularly Company, Elle and InStyle magazine. Updating my personal blog, travelling and visiting exhibitions. Listening to new music and going to concerts are also strong passions. EMPLOYMENT 2009-Present Primark - Retail Operative Working within the high-street sector has developed my understanding and passion for fashion retail, as part of my ongoing employment at Primark, my responsibilities include; ensuring the store and window displays are aesthetically pleasing, till operation, dealing with customer queries, dressing mannequins, answering telephones , replenishing stock and general housekeeping.
EDUCATION 2011 - 2014 University of Huddersfield BA (Hons) Fashion Communication and Promotion 2009 - 2011 Danum Technology College A Level in Textiles, Sociology, Photography and General Studies (BBBB) 2004 - 2009 Outwood Academy Adwick 11 GCSE’s A*- C including English and Mathematics
June - August 2013 Coco Boo Loves - Website Assistant My daily duties consisted of responding the customer emails, packing and shipping orders, listing new products to the website and ASOS marketplace store, creating online content for the company blog and social networks, and designing banners and creative strategies to encourage sales.
REFERENCES
February - April 2011 Oxfam - Online Sales Executive Volunteer As an online sales executive, I was responsible for listing garments onto the online store; I was credited for my time-keeping, organisation, creativity and project management.
KELLY ELKINGTON HR Manager; Primark 01302 366 857
CHARLOTTE GOLDTHORPE Course Leader; Fashion Communication and Promotion c.m.goldthorpe@hud.ac.uk