WELCOME TO THE ART & DESIGN DEGREE SHOW 2021 We are delighted that you have joined us for our Art & Design Degree Show. We are proud to showcase some of the spectacular work of our Class of 2021 students from across our art, design, architecture, fashion and textiles courses. In a year impacted by the Covid-19 pandemic, the Class of 2021 have not only demonstrated immense determination and adaptability, but have overcome this adversity to create some incredibly imaginative and dynamic work. @DMUDEGREESHOW
CELEBRATING DIVERSITY, CREATIVITY AND INNOVATION Every year, the Faculty of Arts, Design and Humanities brings together award-winning student work, world-leading research and the innovative thinking of our many creative disciplines as part of an exhibition. As an acknowledged leader in creative education, we work tirelessly to give our students a rewarding experience and this year we were determined to deliver the excellent standard of teaching and learning they would expect in any ‘normal’ year. By setting up a ‘bureau service’ our technicians supported students to complete their final projects remotely, using our specialist facilities to print drawings, develop films and laser cut designs. In the event that external shows could not go ahead, we created the Behind Closed Doors catwalk on campus, giving students the opportunity to experience a real catwalk show. Along with delivering care packs and creating online workshops, these are just a handful of examples of the outstanding innovations that our academic staff and technicians have worked hard to achieve this past year. Our strong industry links, placements, lectures by industry professionals and opportunities to work on live commercial briefs all equip our students to realise their full potential and enter the workplace ready to make a valuable contribution from the beginning. As part of our Art & Design Degree Show, students will be able to interact with industry and alumni through online live events, gaining advice to prepare them for their future careers. Our graduates go on to work for highprofile brands such as the BBC, Tommy Hilfiger, Mothercare, Abercrombie & Fitch, Dyson, BMW, Next and Adidas.
chosen for the livestreamed Graduate Fashion Week Collective catwalk show. Fanta Shirif’s collection was selected to be displayed in the GFW Showroom as well as the Boutique by Shelter store, after winning the charity’s live activism competition to raise awareness of housing rights. Our Footwear Design students have also earned prestigious accolades, with Ryan Roddy winning the Prospect 100 Global Design Competition with his corkscrew concept and Jihee Ahn winning the Cordwainers Footwear Awards 2021 with a 3D printed shoe. Fine Art students showcased their work in the online Leicester Open Variant Exhibition (L.O.V.E. Art), with Indre Rimselyte, Laura Holmes and Nika Pagacova earning prizes for their outstanding work. Drawing on our commitment to Decolonising DMU, final year Fine Art student Pasha Kincaid led an initiative to showcase the work of talented artists of colour from our community. The result was the Being Here exhibition - located across the Leicester Gallery and Vijay Patel Building, it featured a collection of striking paintings, sculptures, photography, video and sound installations. I am proud to say that Product Design student Nicole Rhena was awarded a First Art Shine a Light Award for raising more than £2,000 for her local hospital by selling artwork featuring front line health workers. Design Crafts student Sam Lack used his silversmithing skills to win a live brief project to design a civic badge for a retiring Lord Mayor. Congratulations to all of our students and enjoy the show!
Each year we take this opportunity to recognise the many successes of our students and the rewarding experiences that have enriched their studies. Fashion and Textiles students have impressed the industry with cutting-edge designs that are inspired by their own diverse experiences and cultures. Fashion Design students Harriet Wiltshire, Hannah Weah and Kyla Holden had their collections
Simon Bradbury MA (cantab) DipArch RIBA ARB FHEA Pro Vice-Chancellor International Dean, Faculty of Arts, Design and Humanities
ARCHITECTURE
BA (Hons)
Jessika Elalam
@DMUDEGREESHOW
Jai Vij
@DMUDEGREESHOW
Our graduates have a confidence in their architectural skillset to change the world and the habitats of the future with their creative design skills, imaginative vision, strategic thinking, humanistic and ethical understanding.
ARCHITECTURE
MArch
Ben Harrell
@DMUDEGREESHOW
Jan Moore
@DMUDEGREESHOW
The Architecture MArch programme develops the emerging architectural professional and challenges the individual to discover and develop a personal stake in the architectural world .
ARCHITECTURAL TECHNOLOGY
BSc (Hons)
Taylor Baston
@DMUDEGREESHOW
Fai Albalawi
@DMUDEGREESHOW
The Architectural Technology programme develops the skills to become a specialist in the science of architecture, building design and building economics on this industry accredited course.
CONTOUR FASHION
BA (Hons)
Isabelle Graham
@DMUDEGREESHOW
Adefisola Akande
@DMUDEGREESHOW
Contour Fashion at DMU was established in 1947 by the British Corset Industry. Over the last 70 years, thousands of our students have dared to be different and created stunning designs which have earned themselves prestigious positions within the industry.
DESIGN CRAFTS
BA (Hons)
Sammi Wuidart
@DMUDEGREESHOW
Charlie Vinten
@DMUDEGREESHOW
Design Crafts is a multi-disciplinary craft course where our students design and make objects using both traditional and emerging technologies .
FASHION BUYING WITH DESIGN
BA (Hons)
Chloe Ward
@DMUDEGREESHOW
ILLUSTRATIONS THE MINIMAL BRIDE
Aasiyah Patel
@DMUDEGREESHOW
Fashion Buying meets the needs of the highly dynamic, fast-moving and exciting fashion buying business. Responding to industry developments, our students can also study Fashion Buying with Product Development or Fashion Buying with Merchandising at DMU.
CONTENTS EXECUTIVE SUMMARY
MISSION STATEMENT ‘Our vision is a world free from the fear of heart and circulatory diseases. We raise money to research cures and treatments, so we can beat heartbreak forever.’ (British Heart Foundation 2020)
BRITISH HEART FOUNDATION
About British Heart Foundation Market Situation Financial Summary PESTLE 7’PS Marketing Analysis Current Customer Profile Competitor Analysis SWOT Aim and Objectives Budget Strategy 1: Recruit 1000 Young Volunteers Strategy 2: Revamp Stores Strategy 3: Seamless Intergrated Online Sales Platform Strategy 4: Increase Social Media Engagement Functional Timeline Future Conculsion References Image References Appendix
This marketing plan will analyse the struggle British Heart Foundation faces as charitable organisation affected by Covid 19 looking into implementing strategies to improve its sales performance.
2
3
4
5
MARKET SITUATION
Beating Heartbreak Together
1 in 4
Hannah Basnett P17156303
13 ABOUT BRITISH HEART FOUNDATION
8
2019/20
£ 9.7m £ 22 m
2018/19
£ 27.7m
2017/18
£ 99.7 m
Total money spent on grants 2019/2020 (British Heart Foundation, 2020).
£ -36.8m
Net Income for 2020 -27% in the previous year (FAME,021).
(WebstockReview, 2020)
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SOCIAL
B
FINANCIAL SUMMARY
£ 25.1m
2016/17 2015/16
£ 29.1m
2014/15
£ 29.3 m
£0m
£5m
British Heart Foundations net retail profit has been steadily decreasing. Due to lack of digitalisation and the heavy reliance of the 750 physical stores, the British Heart Foundation was heavily impacted by a coronavirus in 2019/20 dropping below £10million in net profit as seen in figure 1.This causes issues as this stops the funding of life-saving research and is hard to invest in measures to increase the funding, having a further knock-on effect on the profits.
A growing trend to shop local and focus on the personal long-lasting connections made in local communities (WGSN,2020) could be great news for the British Heart Foundation with 750 stores they could become a go-to place to place in many towns.
74%
18
19
awareness of inclusivity in 2020. A growing trend of activism in Millenials, ensuring everyone worldwide is treated equally (WGSN,2020). This has influenced fashion retail with 48% of consumers saying they would be deterred from hopping from a brand that does not promote diversity (Mintel, 2020).
POLITICAL
Consumers’ attitudes have shifted drastically with the pandemic’s presence; future consumers will be more conscious, wanting a product that is beyond aesthetics, function and purpose but aligns with their values (Borg, 2020).
73%
25
57%
Of charities have seen an increase in demand for the services provided (CPWOP, 2020).
This has led to spending extra money and time finding new ways to secure funding (Lloyds Bank Foundation, 2020) instead of funding research. 17
4.66 billion
SDG 5: ‘Achieve gender equality and empower all women and girls’(United Nations, 2021)
Users of the internet worlwide (WGSN,2020).
2020). With the rise of coronavirus, it also saw the rise of false advertising on the internet and social media platforms(Mintel, 2020). 42% of people have gained negative views perceptions of brands by inappropriate placement of advertising. This is worth for British Heart Foundation when increasing their online presence.
The percentage of consumers who will continue to shop online after the pandemic (Mintel, 2020).
20%
Of people have specified their data tracking and preferences on websites and apps (Mintel, 2020).
The European Commission aims to reshape the internet by 2030 to improve data and users’ transparency (WGSN,2020). There are now lawyers specialising in online, data and cyber law (Digital Law, 2020) as the issue continues to rise with digital ethics. (Syvak,2020)
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STRONGLY DISAGREE
STRONGLY AGREE
17.4%
The avearage gender pay gap in the UK (British Heart Foundation,2020).
The gender pay gap is also firmly in public awareness with feminism on the rise again (Mintel, 2020). British Heart Foundation is dedicating itself to shrinking this difference currently at 8.4% (British Heart Foundation,2020).
Pricing is crucial for charity shops in a survey over 90% agree that they like to feel they getting good value for money when they shop (Figure 6). Oxfam has previously come under fire for having excessively high pricing for second-hand goods that have been donated (Reidy, 2013). .
I consider myself to be enviromentally conscious (Basnett,2021) STRONGLY DISAGREE
STRONGLY AGREE
0%
20%
40%
60%
80%
50%
Figure 5: What is your yearly income?
100%
Less than £11,000
40%
Figure 6: I like to believe I’m getting good value for money (Basnett,2020)
30%
£11,000 - £35,000
60%
20%
50% More than £35,000
10%
40%
Currently, the age group that is donating to charity shops is roughly twenty years older than the age group consuming from charity shops(Shelby,2020). This can prove to be an issue for consumers due to sizing and style with various people saying that this is often why they avoid charity shops (Appendix A).An opportunity to encourage younger people to donate could increase the chance of capturing the younger demographic sales.
this the number of women in managerial positions and parliament is still lower than half (United Nations, 2021). British Heart Foundation currently has half their senior leaders as women (British Heart Foundation,2020).
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Covid-19 has increased people’s concern about the impact this will have on their income, 31% of people with an income below £9,500 are worried about the upcoming future (Mintel, 2020).
I consider second hand clothes to be sustainable (Basnett,2021)
Figure 3:
Governments have tried to help improve gender equality despite
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PRODUCT PRICE
0%
30%
20%
40%
60%
80%
100%
0%
STRONGLY AGREE
AGREE
NEUTRAL
DISAGREE
STRONGLY DISAGREE
20%
As figure 5 shows, there is a high proportion of people with an income below £11,000 these tend to be the people who shop at charity shops. Maintaining low prices will be key for the British Heart Foundation to secure sales in this uncertain economic times.
10% 0%
STRONGLY AGREE
AGREE
NEUTRAL
DISAGREE
STRONGLY DISAGREE
Figure 4: I buy clothes regardless of current fashion trends (Basnett,2020) 24
Of charities have had deteriorated financial positions due to coronavirus (CPWOP, 2020).
Over 60% of the world now have access to the internet (WGSN,
of the current fashion trends (figure 4) and consider second-hand clothing sustainable (figure 3). Fans of sustainability are much more likely to want to pick up a second-hand bargain (Yougov,2020). Over 60% of people consider themselves environmentally conscious (figure 3) this a huge market that the British Heart Foundation could penetrate.
Of consumers who consider themselves ethicallyminded prefer to buy second-hand clothing (YouGov,2020).
39%
16
The percentage of fashion sales are still happening instore (Bacon and Bryant, 2020).
A survey carried out over 80% of people buy clothes regardless
Consumers are actively standing against damaging the environment, no longer accepting accidents. They expect brands to take environmental ethics seriously (Mintel, 2020).
Figure 2: Coronavirus Impact on Charities (CPWOP, 2020)
Legal
20
ENVIROMENTAL
85%
ECONOMICAL 15
11
Percentage of people who have consumed second-hand clothing in the last 12 months (Mintel, 2020). Of people have not bought second-hand clothing but would be interested in doing so in the upcoming year (Mintel, 2020).
(Notjustawallflower, 2020)
7 P’S MARKETING ANALYSIS
Percentage of consumers now thinking about sustainability considering the traceability, transparency, circulation of a garment before purchasing (WGSN,2020).
24%
Black Lives Matter has increased
with increased movement to online shopping. This has been further escalated by the pandemic, with the greatest percentage increase in online activity being seen in the over 60’s (WARC, 2020). This is great news for the British Heart Foundation as this could help generate an increase in online sales. Creating a physical and digital merger to create a seamless experience across all brand access points will be the key to success post-pandemic (Borg,2020).
(AudroneArtStudio,2020)
Sustainability has already been a key focus for Gen Z using the second-hand market to reduce their impact on the environment (WGSN,2020). This could be a key target market for the British Heart Foundation.
41%
The high street has already been struggling for years
COMMUNITY
(Smulian, 2013)
Economic uncertainty and lack of events to attend due to coronavirus could lead people consuming more second-hand clothing (Mintel, 2020). As a recession heads our way quality, longevity and price will become increasingly prioritised (Borg, 2020).
TECHNOLOGICAL 72%
The rise of the sustainability has seen a rise in the second-hand goods market in 2019 there was a 20% increase in the volume of secondhand goods sold from the previous year with 42% of the UK having 50% of there wardrobe second hand. (Statisca,2020). If marketed right, the Britsh heart Foundation could tap into this growing trend and succeed in becoming a go-to destination while gaining vital donations to save lives.
10
BLACK LIVES MATTER
(Banksy,2016)
14
In western civilisation, the ageing population has become an increasing social issue emphasised during the pandemic. An influx of families moving back into multiple occupancy houses with various generations has helped to appreciate the beauty of ageing (WGSN,2020). Spurring on activism to tackle ageism to create a positive vision of ageing, allowing for different generations to co-create a future together (WGSN, 2020). The current average age of a British Heart Foundation customer is between 60-80 (British Heart Foundation Manager Interview, 2020) this should be seen a positive and used to help tackle ageism.
Although technology has allowed for increased globalisation and outwards influence, coronavirus has led to the growth of inwards inspiration of friends and family (Borg,2020).
9
XIT RE
PESTLE 13
AGEISM
(Cotier,2018)
7.4 m
Retail net profit raised in 2019/20 (British Heart Foundation, 2020)
British Heart Foundation is the second most popular charity in the UK (YouGov, 2020). Helping to prevent heart disease, stroke and diabetes by funding over 100 million pounds of research and healthcare innovation every year(British Heart Foundation, 2020).
charity sector greatly. The EU currently funds £258.4 million a year to charitable causes (Directory of Social Change, 2017). However, voting to leave actually positively affected charitable donations, leading to an increase with 89% of people in 2016 donating to charity compared to 79% of people in 2015 (Gunstone, 2017).
£10m £15m £20m £25m £30m
Due to the Covid-19, British Heart Foundation was forced to close its 750 stores for a large part of the year and cancel most fundraising activities (British Heart Foundation, 2020). Consequently, this has impacted the ability to fund future research ambitions in half, leading to devastating impacts on future lives.
£ 9.7 m
The number of babies diagnosed a day with a heart defect in the UK (British Heart Founda-
Brexit has the potential to impact the UK
Figure 1: Retail Net Profit (Basnett,2020)
2020 a year of unprecedented circumstances with coronavirus having a global impact changing the current market place forever. Fashion has been hardest hit retail sector due to the pandemic with clothing moving down the consumers’ priority list (Mintel, 2020).
The number of people heart and circulatory diseases kills in the UK (British Heart Foundation, 2020).
The number of people living in the UK with heart and circulatory issues British Heart Foundation,2020).
Page 8 Page 10 Page 12 Page 14 Page 26 Page 38 Page 40 Page 44 Page 50 Page 52 Page 54 Page 60 Page 74 Page 82 Page 88 Page 90 Page 91 Page 92 Page 99 Page 104
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FASHION BUYING WITH MARKETING BA (Hons)
27
When asked the question of ‘what would deter you from shopping at a charity shop?’ High prices were among the most regularly repeated answers (Appendix B),making sure the price is significantly lower than on the high street.Gentrification was also commonly mentioned, maintaining the same pricing level despite the affluence of the geographical area.
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Hannah Basnett British Heart Foundation marketing plan @DMUDEGREESHOW
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5
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Lea Giles Burberry marketing plan @DMUDEGREESHOW
Fashion Buying with Marketing is a versatile and dynamic course, with a emphasis on buying, business and marketing, this prepares students for a range of careers in the fast-paced fashion industry.
FASHION COMMUNICATION AND STYLING BA (Hons)
Tori Onawoga
@DMUDEGREESHOW
Abbie Yallop
@DMUDEGREESHOW
Fashion Communication and Styling at DMU, is a highly creative and practical programme that prepares our students to think like a fashion stylist and communicator by using new technologies and promotional platforms.
FASHION DESIGN
BA (Hons)
Kyla Holden
@DMUDEGREESHOW
Kaya Vaughan-Walcott
@DMUDEGREESHOW
Fashion Design at DMU is creative and dynamic, allowing you to experience and understand the constant flux and evolution of the fashion industry. We create graduate designers who can bridge the boundaries between creativity, technology and design innovation.
FASHION TEXTILE DESIGN
BA (Hons)
Alex Weatherby
@DMUDEGREESHOW
Penny Kowalkowski
@DMUDEGREESHOW
Fashion Textile Design is a creative and dynamic course equipping students with in-depth textile design expertise and practical skills across print, stitch, embellishment and knit.
FINE ART
BA (Hons)
Beata Jurek ‘Trinity’ @DMUDEGREESHOW
Laura Holmes ‘Physical Time’ @DMUDEGREESHOW
Fine Art at DMU gives our students the opportunity to experiment with a range of specialist techniques. Drawing together the full spectrum of visual arts, from traditional processes to cutting-edge digital media .
FOOTWEAR DESIGN
BA (Hons)
Mabel Gocher
@DMUDEGREESHOW
Ryan Roddy
@DMUDEGREESHOW
Footwear Design covers the unique and complex shoe design process, and enables our students to acquire the knowledge and skills that set them apart from others in the fashion sector .
INTERIOR DESIGN
BA (Hons)
Anna Gresle-Farthing
@DMUDEGREESHOW
Grace Arnold
@DMUDEGREESHOW
Interior Design at DMU is a long-established course that allows our students to manipulate and divide volume and space within interior environments, while building their awareness of community, social and global issues.
PHOTOGRAPHY AND VIDEO
BA (Hons)
Leo Eady
@DMUDEGREESHOW
Molly-Joan Cox
@DMUDEGREESHOW
Photography and Video at DMU offers a unique programme of still and moving image with sound, which meets the changing demands of both the creative industries and professional arts practice.
PRODUCT AND FURNITURE DESIGN
BA (Hons)
Luke Harrap ‘Fire Smart’ @DMUDEGREESHOW
Angel Cheung ‘Seaty’ @DMUDEGREESHOW
Product and Furniture Design at DMU develops the ability to think creatively across the boundaries of product and furniture design encouraging our students to make bold challenges to convention by developing innovative design solutions.
PRODUCT DESIGN
BSc (Hons)
Alex Heaton ‘BlueFin’ @DMUDEGREESHOW
William Lee ‘Focus’ @DMUDEGREESHOW
Product Design BSc (Hons) at DMU combines industrial product design with engineering design principles to develop creative and technical skills. Our students gain a detailed understanding of the principles of design and apply that knowledge to create designs that meet the need of commerce, technology and manufacturing.
PRODUCT DESIGN
BA (Hons)
Charlie Keitch ‘insu’ @DMUDEGREESHOW
Annie Mills ‘Echo’ @DMUDEGREESHOW
Product Design BA (Hons) develops creative thinking and consistently produces innovative product designers. Our students have a strong art or design background and focus on both the technical and visual design aspects of design for industry.
TEXTILE DESIGN
BA (Hons)
Gabriella Huck
@DMUDEGREESHOW
Bethany Edgar
@DMUDEGREESHOW
Textile Design encourages creativity and individuality, guiding our students to find a personal design direction. Students develop a broad range of design practice skills across print, mixed media, knit and woven textiles.
ONE YEAR ON Christopherson Award Winner 2020
Gwen Jones Contour Fashion BA (Hons) graduate @DMUDEGREESHOW
After graduation, Gwen went on to study Contour Fashion Innovation MA at DMU. Gwen’s bridal wear collection is inspired by the ‘Something Olde, Something New, Something Borrowed, Something Blue, and a Silver Six-pence in her Shoe’ poem, by up-cycling an old wedding dress into a new product. Gwen is about to embark on a placement and is looking forward to gaining more experience within the industry.
ONE YEAR ON Christopherson Award Winner 2020
Phoebe Carnall-Ruppel Photography and Video BA (Hons) graduate @DMUDEGREESHOW
Phoebe’s work was created to celebrate individuality through styling and set design. Phoebe explored themes such as sexuality identity using a plethora of models all with varying modeling experiences. Collaborating with a series of designers from DMU, Phoebe created images that best suited the models personality. Since graduating, Phoebe has launched a business creating custom digital art and design alongside working with several brands creating social media content.
The cost has been adapted since this was take to connect the hood to the lapels, and to reinforce weaker elements. The hem may not be level as I didn’t have anywhere high enough to check it.
65cm high
ONE YEAR ON Christopherson Award Winner 2020
Macha Barnden Art and Design Foundation Diploma @DMUDEGREESHOW
baby clothes 0-3 months 1.25 m2
Macha has discovered a passion for form, predominantly sculpture, ceramics and installation. Macha’s work focuses on themes relating to gender; nurture, protection and creativity. Since completing the course, Macha has taken a gap year and she’s excited to start Design Crafts BA (Hons) at DMU.
ART AND DESIGN FOUNDATION DIPLOMA
Teresa Budworth ‘The Curated Self Dimensions’ @DMUDEGREESHOW
Ben Backes ‘Discart’ @DMUDEGREESHOW
We are delighted to showcase the outstanding student work produced on our Art and Design Foundation Diploma. Our foundation offers a diagnostic approach, where students can explore different disciplines before choosing a specialist pathway in fine art, graphic design or 2D and 3D multidisciplinary design.
T: +44 (0) 116 207 8543 E: adhevents@dmu.ac.uk W: dmu.ac.uk/degreeshow dmudegreeshow