Your Fashion Buying journey begins at DMU
Fashion Buying with Design / Marketing / Merchandising
52.6293° N, 1.1416° W
Contents Fashion Buying 2022 / Introduction Industry Visits Placement Opportunities Fashion Buying Society Research Projects And Dissertations Fashion Buying / Design Sharmin Begum Kyle Cheung Karolina Glazeryte Faheemah Ibrahim Sandeep Jagdev Rosie Leeming Sophie O’Shea Cailin Pinchen Jess Rice Niamh Richardson‑Smith Rebecca Royer Izzy Suckling Karolina Talaga Chloe Upton Izzy Vickers Kimberly Walters
10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26
02 04 05 08 09 Fashion Buying / Marketing Tina Foskett Sofia Lindau Phoebe Staples Mollie Willienska Mohamed Zougari
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Fashion Buying / Merchandising Gemma Collins Santa Dimante Lauren Mitchell Francessca Paine Elisha Patel Rebecca Perkins Rhianna Strawbridge
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Thank you
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Fashion Buying with Design BA (Hons)
Fashion Buying with Marketing BA (Hons)
Fashion Buying with Merchandising BA (Hons) For more information about our programme and Fashion Buying pathways, please scan the QR codes
Your Fashion Buying journey begins at DMU 52.6293° N, 1.1416° W
Fashion Buying 2022 INTRODUCTION Welcome to this showcase of the work from our graduating Fashion Buying students of 2022. Our students have worked under the most unexpected circumstances and have proven themselves to be strong pursuers of self‑progress, adapting to changing conditions and becoming adept problem‑solvers. We are so proud of their commitment and pleased to say that many have gained the confidence that has prepared them for a career in the global economy. They have worked on projects for major brands and have liaised with industry contacts to gain primary research that has informed their work. Around a third of our graduating cohort have benefited from a work-based placement or enterprise year. Many of them have already received multiple job offers and are excited to enter this fast-paced sector with rewarding careers that will place them in international and UK companies. We hope to keep connected with our graduates and invite them to bring back their worldwide experience and share their insights with our new students. We congratulate this year’s graduating cohort and are proud of the student contributions that show final year work from the design, merchandising and marketing pathways.
COURSE LEADERS Programme Leader Fashion Buying Helen Burbidge hburbidge@dmu.ac.uk
Marketing Pathway Leader Kaye Herriott kaye.herriott@dmu.ac.uk
Design Pathway Leader Karen Hickinbotham karen.hickinbotham@dmu.ac.uk
Merchandising Pathway Leader Siobhan Merrall siobhan.merrall@dmu.ac.uk 03
Industry Visits While studying Fashion Buying, all students have the opportunity to gain real insight into the fashion buying industry through a programme of both UK and global visits to a range of companies, factories and suppliers. Most recently, a number of our third year Fashion Buying students visited the Boohoo factory in Leicester. Students received a tour of the offices and factory and had the chance to ask questions and also received advice about entering the industry.
Third year students on a recent visit to the Boohoo factory
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Placement Opportunities Students can take a year out in industry, or opt for an entrepreneurial placement supported by the university, with many securing roles with their placement company before graduation. The experience gained improves students’ self‑confidence and their understanding of many of the roles available for a career in the fashion industry. The knowledge gained supports their final year studies, with students able to focus their research project on an area beneficial to a company.
“ My placement was for a supplier and my role included liaising and negotiating with our suppliers, and attending critical path meetings. I believe being in the industry has helped enhance my knowledge in specific areas such as critical path management, merchandising terminology, retail maths and textile knowledge.” Ankita Paryani
“ I did my placement year at Nutmeg (Morrisons) as the assistant merchandiser on the boyswear department. It was an amazing experience and added to my knowledge from the Fashion Buying with Merchandising course. I would highly recommend the placement as it helped to set me up for my final year.” Rebecca Perkins 05
Placement Opportunities continued
“ I was a marketing intern at Schoolblazer. I helped my colleagues by preparing for events and conferences, and driving our social media accounts with clear plans and content. I also liased with external agencies, and supported and managed photography shoots including the collation of samples and attending the events. They have given me the opportunity to grow my experience from learning new CAD skills by designing new icons, flyers and email designs. I have improved my confidence and analytical skills by attending events with external clients and by giving presentations to my team.” Simran Bhamra 06
““ The Fashion Buying course helped me prepare for my placement at O’Neill by providing me with a strong commercial understanding and knowledge of the critical path that was almost identical to when I was in industry.” Rebecca Royer
““ My placement year as a merchandising intern at Boohoo has been one of the greatest highlights of my time studying Fashion Buying with Merchandising at De Montfort University. The lecturers really supported me throughout the application process for the placement. The course opened the door for me to the fashion industry and fully prepared me for the challenges and thrills it has brought so far. I will always recommend this course to anyone who dreams of working for this rewarding industry. I work closely with the buying team and suppliers, constantly reacting to trade which makes my role very exciting. I have particularly enjoyed participating in strategy meetings and due to the fast-paced nature of the company, no two days are ever the same. My greatest achievement has been winning ‘Most Determined’ at Boohoo and I strongly believe that this is massively due to my lecturers encouraging the very best work out of me, so I owe the title to them. I am looking forward to graduating and continuing my success at Boohoo and future fashion houses.” Grace Pugh
““ For my placement year I worked for the brand Just Hype, where I took on the role as social media executive. From the beginning I was given responsibility for a range of tasks that allowed me to develop my skills learnt at DMU,while also allowing me to excel personally and creatively. I have worked with several influencers for campaigns, organised events at our flagship store in London for the public and celebrities, created content for all social media platforms, worked alongside other brands on collaboration projects, and assisted with styling behind the scenes of shoots. This exciting experience has allowed me to put my academic knowledge into practise and has provided me with the skills to launch my career within the fashion industry.” Mollie Willienska 07
Fashion Buying Society Hi, my name is Anouska and I am a third year Fashion Buying student, currently on my work placement as a trainee buyer at Next. In my first year at university I founded the Fashion Buying Society at DMU. The aim of the society is to bring together the students studying Fashion Buying with social events around the themes of fashion, as well as to provide unique opportunities for students to enrich their experience on the course and help them to become more employable. Some of the experiences we provided for our members include a series of online seminars with industry experts during Covid-19 when we were learning online. We named this series ‘Behind the Pros’, and we had some amazing speakers such as the head of merchandising at Harrods, the global buyer at Primark, the womenswear buying manager at Next and many more. The students were able to pick the brains of these experts and gain incredible contacts. I am really passionate about students being able to gain industry experience, as I have found my placement so important for my development as a buyer and I have enjoyed it so much. During my placement at Next, I have managed to offer some students in their second year the opportunity to come and shadow me at work and gain some experience in a buying office. This has all been possible through the Fashion Buying Society, and the way I am able to interact with students through social media to help create a great connection between them and the lecturers on the course. DMU Fashion Buying Society @dmu_fashionbuyingsoci Full details and contact information for the DMU Fashion Buying Society can be found inside the back cover.
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ABOVE: Anouska Jones, Founder and Chair of DMU Fashion Buying Society BELOW: Phoebe Staples gaining experience at Next supported by Anouska and the Fashion Buying Society
Research Projects and Dissertations Final year students are guided and supported in carrying out their own research project. Students can select their own research project titles, some examples of which are listed below: •
Censorship in China – what can the west learn from them?
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Sustainability of sports apparel
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The pernicious affairs of luxury fashion houses
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The Western influence of Indian fashion
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The ecological impact of the fashion industry
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Can sustainability be reflected in packaging?
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Have dupes taken the luxury from luxury handbags?
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Influence of image gang and drip culture on Gen Z
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Is shopping addiction a mental illness?
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Innovation of sustainable fibres for sportswear
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Buy now pay later: Klarna shaping consumer practice
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Third culture kids and their relationship to fashion
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Diversity and inclusivity in the fashion industry
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Impact of Covid-19 on start-up businesses
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TikTok and fashion consumption
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Carbon neutrality
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How sensory cues affect consumer perceptions in retail environments
““ I set out to find links between our senses and how we shop. Through the use of eye tracking technology and different sensory inputs, I measured just how much our senses can play a part in our decision making and thought process whilst strolling a shopping centre.” Mohamed Zougari
Example research project work from Mohamed Zougari’s animated presentation
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Fashion Buying / Design
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SHARMIN BEGUM
FASHION BUYING WITH DESIGN
This autumn/winter 22 menswear collection for Tom Ford focuses on denim tailoring. Trends are showcased through a range of outfits highlighting the key elements of tailoring with streamlined silhouettes inspired by the 80’s, peak lapels and contrasting handstitching. The colour palette consists of enhanced neutral tones and soft pastel shades that balance out dark outdoor tones. Various fabrications are used to compliment the choice of denim, creating interest, and enhancing the look.
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Fashion Buying / Design
KYLE CHEUNG
FASHION BUYING WITH DESIGN
The Colour Confidence online exclusive capsule collection for ARKET womenswear is an exploration of colour with imagination. The range represents timeless pieces with unexpected colours, offering mix-and-match combinations that have yet to be seen in the ARKET line-up. The entire collection will be sourced and made sustainably.
E: kcheung1213@gmail.com 12
KAROLINA GLAZERYTE
FASHION BUYING WITH DESIGN
The_Stila is a sustainable womenswear fashion brand in collaboration with Stella McCartney. The new collection called Suffocating was created around tobacco cigarette smoke to illustrate nature in crisis. The embroidery and cut-outs on garments show the elegance of humanity and the fragility of beauty. www.the-stila.com
E: kglazeryte@gmail.com linkedin.com/in/karolina-glazeryte-08b56b238 @the_stila
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Fashion Buying / Design
FAHEEMAH IBRAHIM
FASHION BUYING WITH DESIGN
Extending wearability to produce less is at the heart of this autumn/ winter 22 womenswear Reiss collection. Versatile design creates a flexible wardrobe, allowing for the same items to be worn in numerous ways. Detachable components, button on features and utilising reversible fabrics, ensures maximum wears out of the femme luxe classics.
E: faheemah_19@hotmail.com linkedin.com/in/faheemah-i-a804b3147
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SANDEEP JAGDEV
FASHION BUYING WITH DESIGN
The Evergreen Luxury collection focused on an Amish influence for an autumn/winter 22 womenswear for Zara. Botanical prints combine well with autumnal hues to create a back to nature theme with a luxury feel. The range caters for a diverse shape of petite consumer featuring adjustable elements that offer flexible choice of fit.
E: sandeep7996@hotmail.co.uk linkedin.com/in/sandeep-jagdev-0265a7223 @sandeepkaurj
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Fashion Buying / Design
ROSIE LEEMING
FASHION BUYING WITH DESIGN
The Butterfly collection is an autumn/winter range that launches MONKI’s growth into girlswear. Offering key autumnal colours and complimentary patterns the garments are timeless, affordable, and robust. The aim is to inspire young girls to think creatively whilst encouraging adventurous spirit and a ‘can do’ attitude.
E: 15rosie-olive@gmail.com linkedin.com/in/rosieolive-leeming @rosieolive_designs
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SOPHIE O’SHEA
FASHION BUYING WITH DESIGN
The new Jaded London active collection for womenswear spring/ summer 22 is inspired by high fashion print and detailing. The elevated athleisure pieces in this range can be worn everywhere, not just for working out. Driven by bold prints and aesthetic on trend details, this range is well-suited to the Jaded customer. Mesh panelling, tie-up detailing and cut‑outs push boundaries to create a unique athleisure range.
E: sophieoshea16@icloud.com linkedin.com/in/sophie-o-shea-9661091b9
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Fashion Buying / Design
CAILIN PINCHEN
FASHION BUYING WITH DESIGN
Zara Botania Petites takes inspiration from the natural hues and tones given to us by nature. The print within this collection was created organically using natural fibres, dyes and plants with a technique called ‘bundle dyeing’. The Botania collection is for the petite frame and size, a nod to the devine feminine energy.
E: cailinp8@gmail.com linkedin.com/in/cailin-pinchen-42b974196
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JESS RICE
FASHION BUYING WITH DESIGN I have created a rentable kids wear brand called Pass It On, to promote less fashion waste within childrenswear. The aim for the brand is to design long-lasting clothing, that outlives regular kidswear by having multiple owners.
E: jessrice2000@hotmail.com linkedin.com/in/jessica-rice-186896196
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Fashion Buying / Design
NIAMH RICHARDSON‑SMITH
FASHION BUYING WITH DESIGN The Workable edit at H&M is a versatile workwear range for the young professional, in a postpandemic world. Aligned with H&M’s core values, the key pieces offer longevity and sustainability. The collection reflects the new hybrid lifestyle of Generation Z, with easy to wear pieces that are workable on weekends, not just weekdays.
E: niamhrs@icloud.com linkedin.com/in/niamh-richardson-smith-425720124
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REBECCA ROYER
FASHION BUYING WITH DESIGN
This functional menswear collection for O’Neill aims to attract an increased scope of new youthful customers. The range of hybrid products will be suitable for city streets and snowy peaks. The adaptability of such products will satisfy the ever-growing pressure from consumers who are expecting more from their wardrobes. Bright colours complement a natureinspired palette, in order to make this a fun and youthful collection.
E: beccaroyer@hotmail.com linkedin.com/in/rebecca-royer-42a97195
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Fashion Buying / Design
IZZY SUCKLING
FASHION BUYING WITH DESIGN
This skiwear collection collaborates with Roxy Girl and WWF and its purpose is to raise awareness of global warming and the effect on wildlife. My signature outfit is a snow leopard themed snowsuit made from fully recycled materials and thermal fabrics. Fashion Buying with Design at DMU has been a great experience and I highly recommend this course to anyone who loves fashion.
E: izzysuckling1@outlook.com linkedin.com/in/izzy-suckling-7079351ab
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KAROLINA TALAGA
FASHION BUYING WITH DESIGN
The Save It collection for Vivienne Westwood womenswear autumn/ winter targets customers who care about sustainability. Moreover, the new range values quality over quantity. Through slogans, it shows a rebellion to call for the care of the planet. The tartan pattern is prominent in the range, associated with punk subculture. Fabrics such as wool, satin and organic cotton dominate this collection.
E: karolina.talaga7@gmail.com @ktstefania
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Fashion Buying / Design
CHLOE UPTON
FASHION BUYING WITH DESIGN
The Love Yourself collection for Bershka takes inspiration from body positivity, not just shape and size but the pigment, texture and scars on our skin. I created this collection to disguise and distract through use of prints, embellishments and details such as ruching and innovative cut-outs. This collection spreads the message that, every body is beautiful.
E: chloeupton1234@hotmail.co.uk linkedin.com/in/chloe-upton-b431071b9 @chloeupton10
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IZZY VICKERS
FASHION BUYING WITH DESIGN
The Stay Wild collection for Zara girlswear autumn/winter 22, focuses on children’s mental health, allowing them to be free in nature, while showing them the positive and simple things in life. The aim of this collection is to encourage positivity through slogans and colourful nature prints.
E: isobelvickers@sky.com linkedin.com/in/isobel-vickers-27452114a
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Fashion Buying / Design
KIMBERLY WALTERS
FASHION BUYING WITH DESIGN
The Demure collection is for the brand Off White, allowing women not to sacrifice modesty for fashion. Off White was founded and creatively directed by the late Virgil Abloh. The collection is inspired by his bold and unique designs. It is meant to inspire confidence in wearing outstanding pieces that are comfortable for the individual and suit their personal lifestyle choices.
E: kimberly.o.walters1999@gmail.com linkedin.com/in/kimberly-walters-870b47203
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Fashion Buying / Marketing
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TINA FOSKETT
FASHION BUYING WITH MARKETING
The Fashion Buying and Marketing course has provided invaluable insight into all aspects of the fashion industry. I would recommend this course for the depth of knowledge, theoretical understanding, and the consistent support from the lecturers. Their help and networking opportunities enabled me to fulfill my ambitions.
E: tinafoskett@googlemail.com linkedin.com/in/christina-foskett-15377a1a7
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Fashion Buying / Marketing
SOFIA LINDAU
FASHION BUYING WITH MARKETING
The lecturers at DMU have really given us the best possibility to succeed in the industry. I love that our course has a mix of creative and academic modules.
E: sofia.lindau98@gmail.com linkedin.com/in/sofia-lindau-972752164/
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PHOEBE STAPLES
FASHION BUYING WITH MARKETING
I chose Fashion Buying with Marketing at DMU as it allowed me to explore my creative abilities, as well as my business mindset. The course has enabled me to learn practical skills and experience the fashion industry, and I am leaving the course having secured a trainee buyer role at Next.
E: phoebeestaples@hotmail.com linkedin.com/in/phoebe-staples-9ab9a4206
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Fashion Buying / Marketing
MOLLIE WILLIENSKA
FASHION BUYING WITH MARKETING
For my placement year I worked for the brand Just Hype as a social media executive. I worked with several influencers on campaigns, organised events, created content for social media platforms, collaborated with other brands, and assisted behind the scenes with styling for shoots. This experience has allowed me to utilise my academic knowledge and provided me with the skills to launch my career within the fashion industry.
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MOHAMED ZOUGARI
FASHION BUYING WITH MARKETING
This course helped me excel my digital skills in an ever-growing digital world and provided a safe haven for me to grow and discover myself throughout these really important years.
E: mohamedzougari99@gmail.com linkedin.com/in/mo-zougari-6b2137207 @blustarinc
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Fashion Buying / Merchandising
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GEMMA COLLINS
FASHION BUYING WITH MERCHANDISING When I think about my experience on the Fashion Buying with Merchandising course, it has been only positive. The support from the lecturers is like no other and the content of the lectures and seminars really prepares students to apply their knowledge in industry.
E: gemmacollins173@gmail.com linkedin.com/in/gemma-collins-6130171b9
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Fashion Buying / Merchandising
SANTA DIMANTE
FASHION BUYING WITH MERCHANDISING The support and knowledge learned across all modules of this course were amazing. The live seminars and taking part in activities are some of the most enjoyable memories. I will remember DMU as a positive experience and use everything I learned in my future career.
E: santadimante@hotmail.com linkedin.com/in/santa-dimante-71a3a996
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LAUREN MITCHELL
FASHION BUYING WITH MERCHANDISING
I thoroughly enjoyed Fashion Buying with Merchandising which was a challenging but interesting pathway. The sessions allowed everyone to participate and develop an in-depth understanding of a merchandiser’s role. The modules introduced within my second year provided me with ample knowledge to confidently complete an industrial placement.
E: laurenjaynemitchell@gmail.com linkedin.com/in/lauren-mitchell-7b157b182
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Fashion Buying / Merchandising
FRANCESSCA PAINE
FASHION BUYING WITH MERCHANDISING
The Merchandising pathway is a great course which goes hand in hand with Fashion Buying. It is so valuable to understand what merchandisers do as part of the buying team and gives insights to another career option. It is a challenging pathway made very engaging and enjoyable by the lecturers.
E: francessca.paine16@outlook.com linkedin.com/in/francessca-paine-84695619
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ELISHA PATEL
FASHION BUYING WITH MERCHANDISING The Fashion Buying with Merchandising course is an excellent degree to go into if you have a creative yet analytical mind. I've enjoyed gaining first-hand insights and knowledge during a placement year as a merchandisers admin assistant at Urban Outfitters. I highly recommend this course for a career within the fashion industry.
E: elisha.patel@msn.com linkedin.com/in/elisha-patel-a132a8231
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Fashion Buying / Merchandising
REBECCA PERKINS
FASHION BUYING WITH MERCHANDISING
I have loved Fashion Buying with Merchandising at DMU. The course has provided me with extensive industry knowledge and opened up opportunities for me, such as a placement year as assistant merchandiser at Nutmeg. I have now secured my first graduate role and I am looking forward to starting my career in fashion merchandising.
linkedin.com/in/rebecca-perkins-6b67aa195
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RHIANNA STRAWBRIDGE
FASHION BUYING WITH MERCHANDISING
Fashion buying with merchandising has been extremely enjoyable and offers many hands-on opportunities for students, including factory visits, trips, and competitions. It enabled me to gain first-hand industry experience on a placement at Urban Outfitters as a merchandisers admin assistant, which I have used to complete my final year modules.
E: rhianna.strawbridge@icloud.com linkedin.com/in/rhianna-strawbridge-21a724162
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Thank You. We would like to thank our contacts in the fashion industry for their continued support of our programme and for providing enrichment opportunities for our students throughout their degree. This includes employability guidance, interview assessments, work experience and helping to place student learning in context with their contribution to our curriculum.
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THE FASHION BUYING PROGRAMME IS DELIVERED BY: COURSE LEADERS Programme Leader Fashion Buying Helen Burbidge hburbidge@dmu.ac.uk
Marketing Pathway Leader Kaye Herriott kaye.herriott@dmu.ac.uk
Design Pathway Leader Karen Hickinbotham karen.hickinbotham@dmu.ac.uk
Merchandising Pathway Leader Siobhan Merrall siobhan.merrall@dmu.ac.uk
THANKS TO OUR DEDICATED TEAM: Dr Angela Davies Dr Mark Bradshaw Pippa Clarkson Fiona Bailey Lianne Lewin Sally Gaukrodger Cowan Julia Ling Carolyn Hardaker
Joanne Earl Alis Iacob Sophie Bard Jazdia Garrett Edward Smith Claire Newberry Pasqualina Iarobino Kaye Radford
THE FASHION BUYING PROGRAMME WOULD ALSO LIKE TO THANK: Nigel Essex DMU photographic studio
Marketing and Communications DMU Brochure design
Will Baker Photography
DMU Print Centre Print
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The school of Fashion and Textiles is studied in the state-of-the-art Vijay Patel Building. This award-winning building brings all of our art and design courses together into a stunning architectural space that’s been designed to provide inspiring, flexible spaces, studios and extensive facilities which invite creativity and innovation. Sitting at the heart of our campus, our landmark building shows how serious we are about giving our students the very best experience possible and embodies our ambition to provide them with all of the tools they need to achieve their aspirations. To take a closer look at our facilities visit dmu.ac.uk/aad
DMU FASHION BUYING SOCIETY Some of the Fashion Buying students run an official society to bring all of the students together on social trips throughout the year. dmufashionbuyingsoci@outlook.com DMU Fashion Buying Society
COMMITTEE: Chairperson: Anouska Jones P2517266@my365.dmu.ac.uk Secretary: Sofia Fabbricatore P2526502@my365.dmu.ac.uk Health, Safety and Wellbeing Officer: Ellie Rule P2532579@my365.dmu.ac.uk
@dmu_fashionbuyingsoci Sign up to the society on the DSU website demontfortsu.com
Treasurer: Mia McNamara P2530111@my365.dmu.ac.uk
