Fashion Buying Brochure 2020 by DMU Creative

FASHION BUYING

CONTENTS COMPETITIONS

2020 INTRODUCTION Four pathways provide students with preferred learning routes to the fast-paced world of fashion retail, from design concept to delivery, with ethical and sustainable practice at the core of the programme. 2019/20 was a fantastic year for student opportunities, with many external client projects resulting in head office visits and work experience. Final year students worked with brands including Stella McCartney, Ted Baker and Next, whilst second year students worked with Joules, Global Brands Group, Boden and ITL Labelling Solutions. Final year students Abi Harris and Mollie Puzey exhibited for the online sustainable fashion exhibition run by the LCB Depot, Leicester. Jelizaveta Niznikovkaja was shortlisted for the Fashion Marketing Award by the Graduate Fashion Foundation for Graduate Fashion Week and Bethany Hunt was the winner of the Alastair Campbell Marketing Mentor Award from The Ideal Marketing Company for her final year Marketing Plan project. Students experienced international trips to New York, Amsterdam, Porto and Hong Kong as part of the DMU Global programme, including visits to the headquarters of G-Star and O’Neill in Amsterdam, and GES, a Portuguese garment manufacturer. In the UK, students visited the Next headquarters photographic studio, Tech Connect Expo, Krow Central Creative agency, George HQ, and Lenzing’s lyocell production facility in Grimsby, giving a great insight into sustainable factories.

GLOBAL TRIPS AMSTERDAM.............................................. 9 NEW YORK.................................................. 9 PORTO......................................................... 10 HONG KONG............................................ 10

This brochure presents some of the final year work from the Fashion Buying with Design and Fashion Buying with Marketing pathway along with insights from students on the Merchandising and Product Development pathway. For further information on our programme please take a look at our website.

MOLLIE PUZEY....................................... 15 UMAIMAH MUSSA................................. 16 TARA WATERFIELD................................ 17 ZAHARA PATEL........................................ 18 AAMINAH HAFEJI................................... 19 NAZREEN BEGUM.................................. 20 PATRICIA HORTA.................................... 21 PHOEBE COWAN.................................... 22 COURTENEY TOOGOOD....................... 23 ASHLIN MARCER................................... 24 ALESTIDA SAMUEL............................... 25 LORNA DONALD..................................... 26 GRACE KING............................................ 27 DEMII CHRISTODOULOU..................... 28

Fashion Buying with Merchandising BA (Hons)

Fashion Buying with Product Development BA (Hons)

JELIZAVETA NIZNIKOVKAJA...................... 43 GRETA KISKYTE............................................. 44 BETHANY HUNT............................................. 45 ABIGAIL GRAVELL........................................ 46 EVIE WILLIS................................................... 47 ASHA WOOD................................................... 48 GEORGIA JEAN WARMAN.......................... 49 MELISSA FRANCES HOLDEN.................... 50

LENZING................................................... 11 NEXT PLC HEAD OFFICE..................... 11 GEORGE HEAD OFFICE........................ 12 KROW CENTRAL CREATIVE AGENCY..12 FASHION BUYING WITH DESIGN

Fashion Buying with Design BA (Hons)

FASHION BUYING WITH MARKETING

UK VISITS

The Fashion Buying programme has an established placement year and this continues to thrive with many students going out into industry to attain invaluable experience that enhances their final year studies.

Fashion Buying with Marketing BA (Hons)

ZOE WALKER.................................................. 29 FRANCESCA DUNN....................................... 30 CHLOE LOBBAN............................................. 31 MADELEINE JOHNSON............................... 32 MEGAN CREAMER........................................ 33 ABI HARRIS..................................................... 34 ZOE ALICE WOOD......................................... 35 YEN LI THI....................................................... 36 RACHEL IRELAND-WHITMORE................. 37 SOPHIE BUTLER............................................ 38 HANNAH SAMANTHA TAYLOR.................... 39 JAMES SCOTT................................................ 40

STELLA McCARTNEY........................................ 3 TED BAKER......................................................... 4 NEXT.................................................................... 5 JOULES............................................................... 6 ITL LABELLING SOLUTIONS.......................... 6 GLOBAL BRANDS GROUP............................... 7 T-EXTINCTION EXHIBITION.......................... 8 BODEN................................................................ 8

FASHION BUYING WITH MERCHANDISING AMY BOLGER...................................................... 52 NIAMH MORRISROE........................................... 52 FASHION BUYING WITH PRODUCT DEVELOPMENT MARIA GARRIDO HERENCIA............................... 54 THANK YOU .................................................. 55 DMU FASHION BUYING SOCIETY ............ 56 2

COMPETITIONS

Ted Baker The final year joint pathway winners Madeleine Johnson and Rachel Ireland-Whitmore won a Ted Baker Menswear competition gaining a week’s work experience at the head office.

Stella McCartney The final year design pathway students were briefed to design a kidswear range with a positive message. Abi Harris won work experience at Stella McCartney design studio with her collection ‘Stella Fest’, made from recycled tents and sustainable materials. Also commended were James Scott, Megan Creamer and Phoebe Cowan.

“TALK TO TED”

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I’m made from netting recycled tent tents! from festival

TECHNICAL FLATS

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FRILLED TENT PRI NT CO-O RD TO P £73 10 0 % O R G A N I C COTTO N

ROCK ‘N’ RECYCLE TEE £53 10 0 % O R G A N I C COTTO N J ERSEY

STELLA FEST LINE UP BODYSUIT £68 10 0 % O R G A N I C COTTO N J ERSEY

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LOVE TO RECYCLE PEPLU M TO P £48 10 0 % O R G A N I C COTTO N

TENT PRINT CO-ORD SH O RTS £71 10 0 % O R G A N I C COTTO N

STELLA FEST DENIM SH O RTS £61 10 0 % R E C Y C L E D DENIM

TED

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RAINBOW RAIN CAPE £125 10 0 % R E C Y C L E D TENT NYLON

Wear us ! together!

I can be vable so I’m I’m remo any outfit! worn with from recycled also made val tents! festi

TED

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GIRLSWEAR AGED 8-14 YRS

REVERSIBLE BUCKET H AT £45 10 0 % R E C Y C L E D T E N T NYLON

FLOWER POWER DRESS £94 10 0 % O R G A N I C COTTO N

LOVE TO RECYCLE PRINTED LEGGINGS £53 10 0 % O R G A N I C COTTO N J ERSEY

£79 10 0 % N A T U R A L R U B B E R 3 COLOURWAYS

Madeleine Johnson

STELLA FEST DENIM JACKET £110 10 0 % R E C Y C L E D DENIM

I’m made from recycled tent netting from festival tents!

All my from flowers recycl are festival ed nylon made tents! from

R E V E R S I B L E TA S S L E KIMONO £91 10 0 % R E C Y C L E D TENT NETTING

S T E LLA FEST WELLIES STELLA FEST MESH SKI RT £71 10 0 % R E C Y C L E D TENT NETTING

All my tassles are made from recycled nylon from festival tents!

ABI HARRIS - P16174813

“I think this project was super-exciting, being able to work with a top high-end designer was amazing and something I never thought would be possible. The sustainability element was fantastic and really got us thinking in creative ways- my idea was a sustainable festival-inspired collection which used recycled tent fabrics left over from festivals. I had to think outside the box about how I could use these fabrics in a commercial way- for example, on the tassels of the frilled sleeved jacket and on the flower corsages on the dress.” Abi Harris Rachel Ireland-Whitmore

Joules

With strong connections to local companies, Next are one of our closest partners. This project was briefed by the womenswear buying manager. Zoe Walker won work experience at Next Head Office with her range of outdoor wear.

Work by Amy Culverhouse (Fashion Buying with Marketing) impressed Joules.

Shop 20% off

#JoulesPawfection

For you and your four legged friend

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Embroidered Pocket Detail

Printed Lining Printed Lining

SS21 Developed Swing Tags

Back Neck Tape

Embroidered Detail

Underlined words draw the reader to them. Simple McCartney & Adidas logos combined.

Back view

Front view

Zip Detail Embroidered Pocket Detail

Printed Frill Wrap Blouse Recycled Polyester £34 Zip Detail

Fleece Sweat Roll Neck Recycled Polyester, Elastane £36

Shower-Resistant Jacket Outer: Recycled Polyester, Cotton Lining: Recycled Polyester £58 2 Colour Ways

Knit Jumper Acrylic, Recycled Polyester £28

Water-Resistant Parka Coat Outer: Recycled Polyester, Cotton Lining: Recycled Polyester £92 2 Colour Ways

Denim Jeans Organic Cotton, Elastane £38 3 Colour Ways

Printed Maxi Dress Organic Cotton £42 2 Colour Ways

Button Detail

Zip Detail

BECAUSE THERE IS NO PLANET B

SCAN TO SEE THE PROCESS

MADE FROM 100% RECYCLED OCEAN PLASTIC MADE IN ITALY

Thick recycled carboard to signify high - quality

An innovative tag idea with the environment in mind. Made from recycled cardboard.

PLANT THIS TAG

£165

T INSTRUCTIONS: PLAN PLANTING Place the small paper tag into THIS some soil with the seed box face bown. Water the tag TAG regularly and watch it grow. Lets keep sustainable.

Back view

Front view

WHY CHOOSE STELLA X ADIDAS

PLANTING INSTRUCTIONS: Place the small paper tag into some soil with the seed box face bown. Water the tag regularly and watch it grow. Lets keep sustainable.

- 90% A QR code is any easy, modern way for customers to find out more. It will take them to the McCartney sustainability page where they can find out about the process of recycling ocean plastic and the enviornmental benefits.

Button Detail Printed Pocket Lining

- 80% + 99% ETHICALLY MADE IN THE UK

Eleanor Batten Floaty Printed Skirt Organic Cotton, Elastane £38

Utility Trouser Organic Cotton £42 2 Colour Ways

Shoe branding with embossed logos and a brightly coloured laces

Recycled fabric shoe tag with plastic clip componetry

Recycled card shoe box featuring collage graphics and natural paper textures. Ideally a keep sake and to be re-used by the consumer

“Our final project was a womenswear brief for Next and I am so happy to say that my project was selected as the winner by the Next Womenswear Buyer. This is an achievement I am very proud of as this has not only given me more confidence in my design ability but I have also received feedback on my work from an industry professional which I can highlight when applying for future job roles..” Zoe Walker Branded tip shoe laces

Branding Package SS 2021

Amy Culverhouse

ITL Labelling Solutions The second year Fashion Buying with Marketing students had a second live project with ITL Labelling Solutions, where they had to design and create branding and packaging for a brand of their choice taking sustainability into account. The joint winners were Eleanor Batten and Amy Culverhouse.

Global Brands Group

T-Extinction Exhibition

Global Brands works in collaboration with the creative pathways for a year two project. Designers have helped guide the design work of students in Brand Licence design for Disney and River Island or Big Bands and Top Shop. Work experience and design placements are often offered at their head office in Nottingham. Katie Scholefield won a student placement.

T-Extinction is a student-staff collaboration that identifies processes and items that are not sustainable within the fashion industry and may be extinct or taboo by the year 2090. Exhibition Launch T-Extinction will comprise of a window exhibition in the Vijay Patel Building showcase windows. Students featuring in the exhibition were competition winners selected by a staff panel to form a student staff collaboration. Students created a key statement about their idea to be used in the exhibition and will be curating a display to contextualise their statement. The exhibition was due to take place in April, but due to the pandemic T-Extinction has been delayed.

Boden Fabric Testing Project Second year students worked in groups, selecting two fabrics from Boden and testing them for their suitability for their desired end use. Using Boden specifications, students were able to learn about responsible sourcing and present their recommendation to the company. Two groups were joint winners, these were: group 1- Megan Melhuish, Rebecca Royer, Luiza Ivanova, Niamh Richardson-Smith group 2- Gabrielle Nwenwu, Siwaporn Rattanawong, Zara Roberts, Ng Yuet. All students won the opportunity of work experience at the head office.

Exhibition Launch

GLOBAL TRIPS Porto

Amsterdam DMU Alumni Charlotte Purnell, now working at O’neill in Amsterdam, managed the welcome event for our students at O’Neill HQ. With four of our current placement students managing the presentation and tour. Another visit to G-Star provided an exciting afternoon of insight into the leading sustainable practice of the brand. This was arranged by Amy Withington, our graduate who worked with her employer at O’Neill on her placement and was then asked to join him at G-Star.

In February 2020 some of our third year Fashion Buying students visited Porto, Portugal on a mock buying trip. They visited garment factories and suppliers to look at fabric knitting, dyeing and printing. It gave the students a chance to see fabric production and supporting processes on a mass scale. These factory visits were concluded with an activity whereby the students were given the chance to choose a fabric, design a garment and then negotiate the cost of this garment with the factory manager. The students found this exhilarating and a great introduction to the role of a buyer in industry.

New York Academic trips included visits to the clothing archives at Gap HQ, museum visits and fashion exhibitions at The Met, The MAD (Museum of Art and Design) and FIT (Fashion Institute of Technology). Cultural trips were pursued during their free-time including The Empire State building, Statue of Liberty, Top of the Rock and of course the fashion retail experiences of Madison Ave, Macy’s, Sak’s and Chelsea Market.

Hong Kong Fashion Buying students travelled to Hong Kong to experience the culture and gain confidence in international travel with the prospect of working oversea’s. A day was spent with the VF Corporation to find out how their huge portfolio of brands (Timberland, North Face, Ice Breaker) enable sustainable and active lifestyles.

UK VISITS Lenzing

George Head office

Final-year Fashion Buying students visited the UK’s Lenzing lyocell production facility, to see how the Austrian brand produces biodegradable fibres used internationally by the textile industry. Donning hard hats, ear defenders and goggles, students had an exclusive tour of the plant, seeing what goes into each step of the technical process of turning wood chips into pulp to produce fibres.

Final year Fashion Buying with Merchandising students spent the day at George Head Office to shadow assistant merchandisers for the day.

Next PLC Head Office photo studio Fashion buying with Marketing students visited Next PLC Head Office photo studio. The students had a tour around the studio meeting some of the stylists and studio manager to learn about the photography process from checking in and chasing all of the samples required to be shot for the season, as well as how to style still life garments for ecommerce presentation.

Krow Central creative agency Final year Fashion buying with Marketing students visited Krow Central, a creative advertising agency, to learn about the creative process.

FASHION BUYING WITH DESIGN

MOLLIE PUZEY

FASHION BUYING WITH DESIGN “Ethical Future,” for Zara works towards making a better future for the fashion industry. The Autumn/Winter 20/21 collection has a neutral and minimalistic feel. Combining high fashion with wardrobe staples helps to slow down the pace of the fashion industry, creating clothes that can be re-worn in different combinations to create various looks. Ethically sourced and made fabrics are used to enhance the collection.

UMAIMAH MUSSA

FASHION BUYING WITH DESIGN

E: mollie.puzey@gmail.com

A collection combining a special masculine look with lady-like details, fusing comfort, practicality and utility pieces with an attention to detail. Traditional workwear staples include; a trench coat and cargo trousers with sharp silhouettes, luxe hardwear and contrast stitch details. E: umaimah.m@hotmail.com 16

ZAHARA PATEL

FASHION BUYING WITH DESIGN Inspired by the concept of minimalism, the collection celebrates simplicity with a slick, refined edge. Silhouettes have a sculptural element whilst providing comfort.

TARA WATERFIELD

FASHION BUYING WITH DESIGN A retro 1970’s inspired clothing collection, influenced by a love of 1970’s style icons, music, activism and lifestyle. Featuring a combination of festival and everyday wear which is created for my own company ‘The Modern Hippie’. The collection is for a modern girl with a retro soul and the collection’s key message is about spreading a positive outlook on sustainable fashion. 17

E: t.waterfield@hotmail.co.uk

E: zaharapatel@hotmail.com

AAMINAH HAFEJI

FASHION BUYING WITH DESIGN Modest fashion, wearing less skin-revealing clothes, whilst satisfying spiritual and stylistic requirements for reasons of faith or personal preference. It is influenced by culture, longline, loose comfortable silhouettes.

NAZREEN BEGUM

FASHION BUYING WITH DESIGN The Spring/Summer collection is inspired by French vintage cinematography embracing feminine dressing with soft romantic silhouettes and fabrics. Some of the collection (not shown), can be worn by both men and women, creating a unisex range suitable to whatever gender you identify as. 19

E: aaminahhafeji@hotmail.co.uk

E: Nazreen.begum@hotmail.com 20

PATRICIA HORTA

FASHION BUYING WITH DESIGN This collaboration between House of CB & Versace was inspired by the most iconic styles of the Italian fashion house. It blends rich heritage, exquisite craftmanship, with an eye for detail and high level of quality, bold on trend silhouettes. This collection is for a modern woman who wants to be seen and make a statement.

PHOEBE COWAN

FASHION BUYING WITH DESIGN The collection is called ‘Born n raised’, a theme based on England, using traditional British emblems with shades of red and white to express this theme within the range. The silhouettes are armour for the customer who has the confidence to stand out while being considerate about her purchases.

E: patriciavalhorta@gmail.com

E: cowanphoebe@hotmail.co.uk

ASHLIN MARCER

FASHION BUYING WITH DESIGN The ultimate street style wardrobe with comfy classic pieces, puff sleeves, structured silhouettes, tailored twists and oversized garments. A day to evening street wear/ celeb look which is effortless. A new twist on smart casual.

COURTENEY TOOGOOD

FASHION BUYING WITH DESIGN

Devine female energy for the brand For Love & Lemons. Elegant female empowerment E: courteney.toogood97@gmail.com 23

E: abigailsamuel@outlook.com 24

ALESTIDA SAMUEL

FASHION BUYING WITH DESIGN This collection is a casual-wear/streetstyle collection by Pull&Bear. It is called ‘Internal Memory’ as the new SS21-22 collection commemorates the period of SS20 where the world was mainly operating online.

E: abigailsamuel@outlook.com

LORNA DONALD

FASHION BUYING WITH DESIGN This Spring/Summer 21 collection based on Topshop was inspired by a DMU Global research trip to Hong Kong. The range is a modern and Eastern fusion with references taken from the brand Dsquared that bring a darker concept with use of red fur. E: lornadonald1@virginmedia.com 25

DEMII CHRISTODOULOU

FASHION BUYING WITH DESIGN

This minimalistic capsule collection includes strong classic silhouettes with a modern flair. Comprised of stylish and versatile piece, elevating an outfit from office wear to occasion wear with ease.

GRACE KING

FASHION BUYING WITH DESIGN The brand Eastello has been created for the fashion-conscious equestrian combining high performance with luxury apparel, empowering women when competing, believing in every stride they take, in garments they love. 27

E: graceking97@btinternet.com

E: demii.christou@gmail.com 28

FRANCESCA DUNN

FASHION BUYING WITH DESIGN My collection is about making gender-neutral clothing accessible to people of all walks of life. Fashion is something that should allow people to express who they are and not confine them to gender specific colours, styles or trends.

ZOE WALKER

FASHION BUYING WITH DESIGN The collection is a licensed collaboration with National Geographic that focuses on creating awareness and educating children about endangered species. The range has been designed using more sustainable resources where possible, helping to reduce any negative environmental and social impacts that occur during production. E: zoewalker_97@yahoo.co.uk 29

E: francesca.dunn23@gmail.com 30

CHLOE LOBBAN

FASHION BUYING WITH DESIGN This collection of bright colours and bold prints is a ‘mini-me’ range, where mum and daughter are able to match their outfits. This range has been based on African prints which have been incorporated into everyday clothing. This is and Autumn/Winter range that is based on being a collaboration with River Island

MADELEINE JOHNSON

FASHION BUYING WITH DESIGN

Nominated for the Graduate Fashion Week Childrenswear Award Mini Madi is an online brand for young girls. The collection is based on a collaboration with a social media phenomenon known as ‘the bucket list family’, to create long-lasting and sustainable clothing. The Autumn/Winter 20/21 range is inspired by the family’s travels, minimalistic wardrobe and their love for the environment. The collection features frills, simplistic prints and comfortable sustainable fabrics to ensure the longevity of the garments. 31

E: chloe-lobban@byinternet.com

E: madijohnson98@gmail.com

MEGAN CREAMER

FASHION BUYING WITH DESIGN ‘Little Urban’ is a bold, streetwear-inspired kids range for the existing retailer ‘Urban Outfitters’. This Autumn/Winter launch refreshes the trend options available in girlswear. Inspiration is sourced from lifestyle, culture, power and androgynous attire, bold prints and patterns, trickled up. It adheres to Urban Outfitter’s brand image of “self-expressive” product as the range takes on a mini-me look from the retailer’s womenswear items.

ABI HARRIS

FASHION BUYING WITH DESIGN Nominated for the Graduate Fashion Week Childrenswear Award This collection is a sustainable unisex range designed for the sub-brand, Little Lazy Oaf. The collection focusses on the ocean clean-up. Using prints and slogans to educate children about plastic pollution and the importance of recycling. 33

E: megancreamer@hotmail.co.uk

E: abicmharris@gmail.com 34

ZOE ALICE WOOD

FASHION BUYING WITH DESIGN A girlswear collection designed with H&M in mind, focusing on a sustainable yet fashionable collection with classic silhouettes and soft frills.

YEN LI THI

FASHION BUYING WITH DESIGN An “I love planet earth,” collection for girls. The collection is made from unwanted fabric swatches unwanted stock fabrics and second-hand clothes. E: zoealice97@gmail.com 35

E: yenlethi@gmail.com

SOPHIE BUTLER

FASHION BUYING WITH DESIGN “Boyish” aims to bridge the gap between masculinity and femininity within menswear. Looking to break barriers by challenging stereotypes of the preconception of what a man should be. The collection explores ‘boyishness’ through silhouette, colour and fabric for the contemporary man.

RACHEL IRELAND-WHITMORE

FASHION BUYING WITH DESIGN

“Grey Area” is a new unisex brand that looks to provide something different to the typical offerings for the adult unisex market. By using a mix of easy casual fabrics and shapes, with other feminine fabrics and features. “Grey Area” aims to create an equally masculine and feminine offer for whoever the wearer may be and wants to be. 37

E: whitmorerachel@hotmail.com

E: sohiebutlerr@hotmail.co.uk

HANNAH SAMANTHA TAYLOR

FASHION BUYING WITH DESIGN

WuDd aims to challenge perceptions of homelessness. Thousands of people bed down on the streets on any given night. In addition, there are an uncertain number of hidden homeless that are sofa surfing or staying with friends. WuDd uses fashion to raise awareness to this epidemic, of homelessness.

JAMES SCOTT

FASHION BUYING WITH DESIGN ‘Radicale Children’ is a unisex streetwear movement inspired by youth culture. With strong graphics and great attention to detail this is a stand-out first collection. RC inspires young people to be creative within modern day society fabricating a new stance to design through pop-up stores and high energy interactive workshops.

E: hannah_samantha@yahoo.co.uk

E: jamesxscott1@gmail.com

FASHION BUYING WITH MARKETING

JELIZAVETA NIZNIKOVSKAJA

FASHION BUYING WITH MARKETING

Shortlisted by the Graduate Fashion Foundation for the Fashion Marketing Award

‘Victoria’s Secret Marketing Plan is about a strategic direction for the business for the year ahead. Based on the critical analysis of collected data, the findings support the idea that the lingerie brand should accept new marketing strategies towards diversity and promote a body-positivity spirit which would boost the current reputation of Victoria’s Secret’.

E: jniznikovskaja@gmail.com

GRETA KISKYTE

FASHION BUYING WITH MARKETING

Nominated by DMU for the Graduate Fashion Foundation Fashion Marketing Award

French Connection’s marketing plan is about evaluating and analysing the current French Connection position in the mid-market fashion market and developing a new marketing strategies to improve market position of the brand. This marketing proposal was formulated by primary and secondary research and it aims to generate brand awareness and recognition.

E: gkiskyte@gmail.com 44

BETHANY HUNT

ABIGAIL GRAVELL

FASHION BUYING WITH MARKETING Winner of the Alastair Campbell Marketing Mentor Award from The Ideal Marketing Company

I have devised a marketing plan to help American Apparel improve their sales. I have created a fun ‘behind the clothes’ campaign to gain trust and create transparency between the brand and their consumer.

E: bethanyrachelhunt@hotmail.co.uk

FASHION BUYING WITH MARKETING This work was undertaken as part of my final year marketing project looking at the brand Karen Millen and creating marketing methods that they could use in order to increase sales and brand awareness based on analysing their current situation in the retail market.

E: abigail.gravell95@gmail.com

EVIE WILLIS

ASHA WOOD

FASHION BUYING WITH MARKETING This project analysed Vivienne Westwood’s current strategies. Four strategies were then developed, building on the heritage and current strengths of the brand to improve sales, attract new domestic and international customers and get profits back on track.

FASHION BUYING WITH MARKETING I chose to design the marketing plan on high street retailer New Look. I analysed their current position in the market and used various business models to identify the strengths and weaknesses of the brand. I then proposed four strategies which could be applied to improve their market position.

E: evie_willis@icloud.com 47

E: 30a.wood@gmail.com 48

GEORGIA JEAN WARMAN

MELISSA FRANCES HOLDEN

FASHION BUYING WITH MARKETING

I chose to focus my work on French Connection as many articles were released showing decrease in sales.

This was a conceptual marketing brochure for Marks & Spencer 2020. Marketing strategies were inspired by current trends and the celebration of their British heritage. The marketing brochure captures research and ideas through written work, infographic elements and a series of digital mockups created using Adobe Creative suite.

E: melissafrances.intray@gmail.com

E: georgiawarman@icloud.com 49

AMY BOLGER

FASHION BUYING WITH MERCHANDISING Our Merchandiser lecturer has gone above and beyond to support us in our studies. She has helped me a lot with employability skills. One of my favourite parts of the merchandising module were the trips. We visited a local factory which gave us a great insight into to how a garment is made and helped me understand the critical path process. We also had a fun day visiting George head office where we were given the opportunity to build and rank a clothing range and practise our margin calculations.

FASHION BUYING WITH MERCHANDISING

With the help of my lecturer and the placement team, I was able to get a summer placement at George headquarters giving me first-hand experience of the roles of a merchandiser and buyer within the industry. This has opened my eyes and shown me the everyday tasks and responsibilities of this position. Also, I have benfited from networking and making contacts in this industry. My confidence has strengthened throughout the course in groupwork activities and presentations, which are crucial skills for a merchandiser. E: amybolger333@gmail.com

NIAMH MORRISROE

FASHION BUYING WITH MERCHANDISING I’ve really enjoyed learning a different side of the buying process. The trips to the Leicester and Porto factories are definitely worth going on, they’re so interesting. The skills I’ve learnt over the last past two will stay with me forever. Having Siobhan as our merchandising lecturer was great, she really cares about you and your learning supporting you so much! I’ve loved the course!! E: niamhmorrisroe@hotmail.co.uk

MARIA GARRIDO HERENCIA

PRODUCT DEVELOPMENT PATHWAY

My experience at DMU studying Fashion Buying and Product Development has been a very challenging and rewarding path with the opportunity to work with industry. It´s been three years full of academic feedback and guidance and I can only be grateful for the technical knowledge obtained in my pathway, including understanding the complexity of pattern making, getting to make garments, learning about sewing techniques, industrial machinery, learning CAD, developing tech packs to industry standard, learning about fabric lab testing in a theoretical and practical way, and ultimately, understanding how the industry works to get ready to get a professional career in the field.

FASHION BUYING

WITH PRODUCT DEVELOPMENT

INTRODUCTION The market has a limited offer of strapless seam free bras for the plus size figure and the existing options do not cover the needs of comfort and support for the fuller female figure. Brands that cater for larger bust sizes provide strapless bras with boning, underwires, and/or contoured cups. The idea was to explore innovative techniques for use on a soft seam free bra to see if the bra could be fit for purpose as well as comortable.

AIM & OBJECTIVES AIM: To develop a method to improve the support and staying power of a seam free bra that displaces the amount of pressure on the skin, reducing the risk of the body bulging and providing comfort. OBJECTIVES: • To study the breast anatomy in relation to fit. • To study the current market offer. • To investigate the materials with silicone that could fit the purpose. • To explore new alternatives: Stay4Sure silicone. • To test the components for perspiration, strength and sweat. • To compare the results of the 4 prototypes.

TESTS & RESULTS PERSPIRATION TEST: The sweat situation was tested in the laboratory using acid and alkaline solutions, in order to check if the stickiness of the Stay4Sure coating would change, however the results had no change on properties . WICKING TEST: The test was conducted in order to compare how moisture would travel vertically through the different samples, so the breathability of all of them could be compared. Results of B (Plain fabric with sticky side) and D (Lace fabric with sticky side) are the ones of interest, as will be the parts used. As seen on the table below, sample D travels vertically by 2 mm while sample B does not absorbs any liquid.

AB C D

STRENGHT TEST: The results indicated the plain sample of Stay4Sure is more resistant (428,78%) than the one made with lace (185.16%) so in order to consider the durability of the garment and the recovery capacity, the plain sample is more suitable for the purpose.

Therefore, the Stay4Sure sample chosen was the plain one and after the exercise test was conducted, it was also the best prototype amongst the 4 versions tested. Achieved results were good and this bra could be used in with confident. In addition, the Stay4Sure coating is gentle on the skin, hypoallergenic and dermatologically approved for sensitive skin and does not leave any residue on the skin (Strechline).

FUTURE DEVELOPMENT

PROCEDURE This project has been broken down into two major activities. The first one being to determine which type of Stay4Sure material would be a better fit for the purpose, which has been determined after perspiration, wicking and strength tests have been conducted. The second part was to determine which prototype was the most effective by conducting the same physical exercises with each version of the bra exploring the following combinations:

CONCLUSIONS The following facts were taken into consideration for the final conclusion: • The plain Satay4Sure sample is more resistant (greater than double) than the lace sample. • The wicking test on the lace sample achieved slightly better results that does not make a relevant impact, being nearly equal. • The perspiration test results on both samples were identical. • Both samples keep the properties (stickiness) beyond 50 machine washes (Strechline). • Recovery test could not be conducted, however, discussion with lab technician pointed the plain sample would have a better recovery percentage and the elasticity would have impact on how the bra holds up, thus, the plain sample will last longer.

EXERCISE TEST: As indicated in the below table, the best results were given by the bra with stay4sure, followed by the dotted silicone, being the least effective the curved silicone grid.

Recovery test Test different length of elastics

REFERENCES (Strechline)

The research poster details innovation in applying a patented silicone in bra product development

THE FASHION BUYING PROGRAMME WOULD LIKE TO THANK

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 @dmu_fashionbuyingsoci

Sign up to the society on the DSU website! 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 Treasurer: Mia McNamara - P2530111@my365.dmu.ac.uk The school of Fashion and Textiles is now well-established in the 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. It 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 facilitates visit dmu.ac.uk/aad PHOTOGRAPHY Ritchie Garrod

DMU PHOTOGRAPHIC STUDIO Nigel Essex

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