Fashion Buying 2023

FASHION BUYING 2023

FASHION BUYING 2023

Fashion Buying BA (Hons) is a unique course that offers three pathways of specialism. At the heart of the course is the subject of fashion buying, where students are encouraged to explore lucrative, innovative and creative strategies and solutions for retail with a focus on sustainable and ethical practice. Expert subject staff guide students in selecting their specialism in Merchandising, Design, or Marketing, and coach progression through a strong tutoring system.

With access to award winning facilities, students are able to experience a ‘hands on’ approach to learning about fashion products. Connections are made with industry experts from year one, leading to case-studies, competitions, conference opportunities, work experience, on-site visits and trips abroad.

The turbulence of the past few years has placed unprecedented challenges on our students. Supported by our dedicated staff, they have progressed into exemplar role models who are adaptable and can face change.

The examples of work showcased in this brochure show the ingenuity and incredible talent of our final year students.

We wish our students every success in their future, and we celebrate those who have already embarked on their careers in design, buying, marketing and merchandising.

Brands presented in student work are for educational purposes and not the work commissioned by the brand.

For further information on our programme please take a look at our website; dmu.ac.uk/fashionbuying

Fashion Buying with Marketing BA (Hons)

Fashion Buying with Design BA (Hons)

Fashion Buying with Merchandising BA (Hons)

PLACEMENTS

“My one year design placement at Hunkemöller was a transformative experience that took my work quality to new heights!" Tilda Eriksson

AWARDS

A conference was held by De Montfort University for the Association for Fashion Business Employability (AFBE).

Anouska Jones was the winner of the AFBE George Student Business Award for Innovation & Creativity

AFBE FINALISTS

Sustainability & Circularity Award -Simran Bhamra

Primark Student Business Award for Sustainability & Circularity -Simran Bhamra

“I was fortunate to have gained a year’s experience within the merchandising department at Reiss. It has allowed me to grow in confidence and expand my skill set.”

Mia Macnamara

“My internship was with Pernod Ricard. I worked as a Customer Marketing Executive specialising in the independent free trade. Gaining skills in; management, brand planning, brand budget management, events management, digital menu designs and Point of sale (POS) designs.” Alana Stokes

Other placements carried out were at Ralph Lauren, O’Neill, Primark, Schoolblazer, ASOS, Sainsbury’s TU clothing, Yours Clothing, Coty. Suppliers to the fashion industry; Sylivia Jeffrey, Fashion UK and Haddad Brands.

Differently Enabled Student Business Award for Social Purpose AwardMelissa Hickey

Next Student Business Award for Digital Award -Katie Edwards

Next Student Business Award for Strategic Management Award -Grace Pugh

THE FASHION SOCIETY

Founded by Fashion Buying students

Open to all DMU fashion & textile courses

Networking with industry, such as MORE JOY by Christopher Kane

Sharing common interests.

https://www.instagram.com/fashionsocietydmu/

STUDENT OPPORTUNITIES

DUNELM HQ

Students visited Dunelm to learn more about the merchandising role and opportunities within the brand. They were given a task to pitch a new product for a given target customer. The winning group were given the opportunity for some work experience.

PRIMARK HQ

Students visited the Primark head office in Dublin to experience different placement opportunities for the future.

NEXT WAREHOUSE

The NEXT warehouse visit gave students the opportunity to see how customer orders were picked and despatched for online delivery.

PORTO, PORTUGAL

DMU Global supported a trip to Portugal for students to visit a range of factories within the garment supply chain.

After visiting yarn, knit, dye and print houses, they were able to practice their buyer negotiation skills with the management team.

PRIMARK VISITS DMU

They were able to see the process in person to understand the scale of the operation.

Primark Head Office buyers visited DMU, enabling the Fashion Buying with Design students the opportunity to present their Primark live projects to the industry experts. Primark were blown away by the student’s work and their confidence in presenting

FASHION BUYING WITH DESIGN

Weare The Label is the destination for aesthetically fluid consumers, allowing them to be the narrator of their own personal style. Reversable, detachable and multiway garments promote longevity with collections launched in drops to generate a playful excitement within their community.

SOFIA FABBRICATORE

sofiafabbricatore@gmail.com

15806337370@163.com

This emotive and expressive collection offers a range of sensory-friendly clothing to give little ones that extra support they may need to get them through the day.

CHIARA GOLDTHORPE

Chiaragoldthorpeg@outlook.com

NOMINATED FOR THE GRADUATE FASHION FOUNDATION

CHILDRENSWEAR AWARD

A diffusion range for Superdry, using deadstock to increase sustainable practice and raise awareness, attracting the customer with a festival vibe and trend driven VICTORIA

victoriaroseself@icloud.com

EM FERNANDES

martaf1203@gmail.com

MAISIE LAWRENCE

maisiel2002@gmail.com

This collaboration with Blue Banana offers alternative and genderless styles with a fusion of tech and a rave inspired twist.

Designing for the unique brand and style of I.AM.GIA. ‘Wik’ is a new diffusion line for a sociable and fun loving raver who lives life to the full, demanding (and deserving) outfits to meet the rave culture head on!

REBECCA SMITH

beccasmith14@hotmail.com

‘Trash to Treasure’: A festival themed denim collection for Motel Rocks that utilises customers upcycled jeans. Promoted via social media and as an online retailer, key cities are targeted with their ‘Recycle your old denim initiative’ through pop up stores and a Motel bus.

linkedin.com/in/farradeh-bell-2a136522b

A playful and flirtatious collection for the Australian brand Finders Keepers. Incorporating adaptable and flattering shapes with accents of trend driven geometric prints. At aut eos aut verspel in

myaelaine17@gmail.com

The Happy Hour Edit is an outerwear diffusion collection for UK brand Oceanus. Biodegradable, recyled, reuse and zero waste values are employed to reduce UK carbon footprint, whilst the brands embellishment and playful prints are maintained. ptassequi adi tempos molorepedi

The collection for The North Face is inspired by the British countryside and encourages the customer to appreciate the outdoors via a ‘Back to Earth’ app that provides a range of hiking trails.

AALIYAH MASTERS

aaliyahshanicemasters@gmail.com

ANNA BLUFF

annalouisebluff@icloud.com

Minimilistic is injected with colour for this Y2K elevated casual collection for Bershka.

A womenswear maximalist collaborative collection with Monki designed to inspire individuality, creativity and confidence in the wearer. This collection aims to empower consumers everywhere.

TILDA ERIKSSON

erikssontilda99@gmail.com

ALICE MYCROFT

Alicemycroft64@gmail.com

TEONE

A digital fashion brand, selling Augmented Reality (AR) filters, NFT & Metamask Fashion. The NEW EARTH collection merges reality and digital together.

A unique creation for Heaven by Marc Jacobs. Environmental responsibility is key with the use of sustainable materials and the infusion of the digital realm and 3D design.

CHELSEA OJIMBAH

chelsea.ojimbah@gmail.com

KATE HURST

katehurst22@icloud.com

The Adapt collection for Eytys incorporaties modular design as an innovative, futuristic approach to sustainability, allowing garments to be utilised in all seasons.

Created in 3D CLO, this collection for Hanifa aligns with the Sustainable Leather Foundation: luxury, individuality and longevity. An instore hologram experience attracts the customer through playful interaction.

FASHION BUYING WITH MARKETING

SIMRAN BHAMRA

simranbhamra1@gmail.com

A marketing plan was created for Jack Wills looking at strategies to improve its online presence and instore retail experience. A new innovative app and an immersive digital instore experience were two of the strategies proposed.

ANOUSKA JONES

anouska.jones@hotmail.co.uk

A marketing plan was created for Chanel to compete with the current leading luxury brands in the digital era and to broaden their appeal to a rising market of Gen Z consumers.

CLARE HEPWORTH

clarehepworth12@gmail.com

A marketing plan was created for Mango that researched into its current situation and the target customer. One of these ideas included creating a digital metaverse world and using gamification.

NOMINATED FOR THE GRADUATE FASHION FOUNDATION FASHION MARKETING AWARD

ELLEN PROCTOR

erp2001@live.com

One of the marketing strategies for this marketing plan looked at using an augmented reality try on service. This would help Moschino to reach a wider audience.

ELLIE POPE

elliepope06@gmail.com

Through research carried out proposals were given for Misguided to; improve artificial intelligence, create a sustainable collection, pop-up shops and to launch a podcast to improve engagement.

NOMINATED FOR THE GRADUATE FASHION FOUNDATION FASHION MARKETING AWARD

GEMMA MACMILLAN

gemmamacmillan@hotmail.co.uk

A marketing plan was created for Gap, looking to re-brand and appeal to a more youthful audience with a new collaboration, launching an app and using pop-up shop strategies.

MOLLIE WISNIEWSKA

mollie-wisniewska@hotmail.co.uk

This marketing plan for Abercrombie & Fitch looked at improving the brand awareness of their sustainability strategies. Proposals were given for collaborations, store events and social media.

OLIVIA WILES

oliviawiles200@gmail.com

This Ted Baker marketing plan developed strategies to appeal to a wider audience through the creation of an app, a luxurious essentials range and targeting a wider size range using a body positivity campaign.

SIAN NORRIS

siannorris32@gmail.com

Strategies around the transparency of the supply chain were found to bring growth potential to Next. It was also found that store layout could become more spacious and online should use more diverse models in size and ethnicity.

FASHION BUYING WITH MERCHANDISING

MIA MCNAMARA

miamcnamara2001@gmail.com

A merchandiser product selection pack was created for Arket that highlights key influences and inspiration for the range, from trend forecasting, new customer needs and current macro factors that may impact Arket in 2023.

GRACE PUGH

gracepugh27@gmail.com

Focussing on the women’s heels category of shoes for Boohoo, trend analysis was carried out and budgets planned for the spring/ summer 2023 season.

ELLIE COLEMAN

elliecoleman2001@gmail.com

This new range encompases the triple botton line concept improving profitability for the planet and people who shop at Marks and Spencer.

ZACH EASTOE

zacheastoe123@hotmail.co.uk

A merchandiser product selection pack was created for Arket and the men’s jackets category. The project assessed the market, product and trends to find viable proposals for the season.

WE WOULD LIKE TO THANK

Thank you to all academic and technical staff who have supported our students throughout their journey with us.

Thanks also goes to our industry contacts who have given their time and knowledge freely to enrich the learning of our students.