EMILY BANFIELD FASHION CREATIVE BA (HONS) FASHION PROMOTION AND COMMUNICATION PORTFOLIO
CONTENTS FINAL MAJOR PROJECT VIEW APP BUYING AND MERCHANDISING TED BAKER FASHION MARKETING AND BRAND COMMUNICATION MISSGUIDED CV JOB VACANCIES COVER LETTER
ONLINE PORTFOLIO:
EMILYCMBANFIELD.COM issuu.com/emilycmbanfield
INSTAGRAM:
@EMILYCMBANFIELD EMILY CHARLOTTE MARY BANFIELD FASHION CREATIVE
EMAIL: EMILYCMBANFIELD@GMAIL.COM
BA (HONS) FASHION PROMOTION AND COMMUNICATION GRADUATE
ASPIRING A CAREER WITHIN: VISUAL MERCHANDISING BUYING MARKETING
FINAL MAJOR PROJECT VIEW APP
My final major project was to design and market an augmented reality fitting room app for a client. My research identified there is a missed opportunity for online retailers to reduce their returns and allow their customers to virtually trial their products before purchase. Therefore, an augmented reality fitting room app, which enables the fitting room service for online retailer, is needed. This project aimed to support a client, Pretty Little Thing, after their previous complications with their sizing.
DEVELOPMENT
This is a mood board that reflects the colour palette that will be used throughout VIEW. These colours work well through out the app due to minimalistic appearance. After experimenting different fonts with the name VIEW, the font used within the app reads clear and is a statement.
View vIEW VIEW VIEW VIEW VIEW View VIEW VIEW VIEW
SHOOT These are the images selected to inspire the shoot for VIEW, for the products and for the model involved. To keep with the colour palette of VIEW, the make-up was kept minimalistic. The poses from the model allowed the clothing to look oversized. The images from the shoot were successful as they reflect the message that I wanted to get across.
CLIENT PrettyLittleThing are the chosen client to propose the app to. Therefore, to make myself aware of the retailers current on season trends I had researched their trends on their website. For further analysis of the trend, I had designed a mood board reflecting the trend through imagery. The reason this client would be a great first client for VIEW, is due to its previous complications in sizing which is what VIEW wants to resolve.
FINAL MAJOR PROJECT OUTCOMES
VIEW APP Customer Journey Protoypes
The view app is the main outcome of my final major project. This app has been designed through Adobe Illustrator to then Adobe XD to create the screens and the customer journey of the app. This will feature VIEW Instagram and website through the app.
The
apps
main
feature
is for users to go through clothing For
of
users
views
clients.
go
through
to
PrettyLittleThing
clothing,
it features their current on season trends products. The app also features for users to customize their profile this includes their
personal
body
details,
measurements
and to view saved clothing that they previously tried on.
RENAISSANCE REVIVAL
PRETTYLITTLETHING TRENDS By
researching
PrettyLittleThing
current
on
season products, a selected few were to feature on the app. The products I had illustrated myself through Adobe illustrator to make them my own imagery. These products will feature on the app and on the VIEW Instagram posts.
TRACKSTAR
90’S ICON
EASY DOES IT
PATENT THIS
FLARE IT
VIEW CLIENT PITCH PACK The client pitch pack book is a way to communicate with a proposal of the app. With Pretty Little Thing being the client, I had featured the clients name on the front of the cover. On the cover of the pitch pack is VIEW main image therefore it is recognisable it is VIEW. With the client’s signature colour being pink, I had included the colour throughout the pitch pack. But to influence the pack being VIEW I had used the app’s images and the grey minimalistic appearance. There are pages in the pitch pack that include research to support the app.
To propose the app to the client, are pages that show why this retailer needs to become a client. This includes information on what competitors are doing and research on why this retailer needs views services. This pack alongside a customer journey app booklet will be presented to the client in a box.
PITCH PACK PRESENTATION
VIEW INSTAGRAM With Generation Z being the main target audience, it as important to grab their attention with the appearance of the Instagram page. To feature all that the app features, the posts will be running in threes. The first post will be about the services of the VIEW app through editorial images. Second post will be a body positivity quote to encourage one of the apps values. And the third post will include the product from a client.
ONLINE PROMOTION
OFFLINE PROMOTION
Another outcome from
Business
the final major project
way for the app to be
was a website to support
promoted offline through
the app. This features
being included in the
information
the
client’s delivery package.
a
This will encourage their
app
to
gallery of
users of
the
about and
prototypes
app.
This
is
cards
customers
to
card
is
and
URL
and
for
customers
layout.
use
a
the
app. On the business
available in a desktop mobile
are
out
VIEW
more
about
website
Instagram to
find
information the
app.
Buying and Merchandising
In this Buying and Merchandising unit, we had to design the work for our live client Ted Baker. This was presented in a report identifying our knowledge of the client and plans to develop a range for the brand. My range was a Nightwear and Underwear range for Ted Baker to exclusively stock in their own stores
In the process of development of the collection, I had researched into previous fabrics that the brand use. Through trend forecasting trends on WGSN, I had come across inspiration to create my trend ‘flourishing’. This included the colour palette, prints and silhouettes. When researching into these prints, I had seen them through other fashion designers’ collections. This development had made me finalise a trend to use for my Ted Baker collection.
This mood board reflects the inspiration for the window display for the Ted Baker store, for the Nightwear and Lingerie collection.
Primary and Secondary research on store visual merchandising.
Ted
Baker
collections,
only
use
therefore
three
this
key
collection
prints keeps
in to
their Ted
Baker tradition by using three prints. The differ in the nightwear products allows a variety for customers.
This includes the collections underwear range with WGSN trend products. The swing tags will be on the products that match the prints. These swing tags will differ the collection from the rest of Ted Baker stock.
END USE MIX
PRODUCT PYRAMID
Cold Evenings in
Matching from Top to Bottom
Fancying a Change
BOSTON MATRIX
CHANGING ROOMS
TILLS
NIGHTWEAR AND UNDERWEAR RANGE
WINDOW DISPLAY
With the
the
use
research
of and
inspiration of the visual merchandising, I had reflected this through the collections window display
and
visual
merchandising display.
FASHION MARKETING AND BRAND COMMUNICATION
The aim of this unit was to identify role of marketing within a fashion brand. My chosen brand was fashion online retailer, Missguided. Using a variety of marketing analysis models, I researched their market and customer so I could recommend improvements to their strategy and recommendations for developing their offer.
2008, £50,000 Loan was given November 2009, Missguided website turned
March 2009, Missguided website is launched
over £100,000 November 2014, Launched a plus size range March 2015, launched a collection in a US department store Nordstorm
2014, Missguided was named one of the biggest brands to watch in the same newspaper’s Virgin Fast Track 100 league table. May 2015, Collaboration with Pia Mia
May 2015, Missguided partnered with ASOS
September 2015, Introduced a tall and petite range November 2015, Missguided launched a social TV campaign with Mediacom Manchester March 2016, Concession in Selfridges Birmingham
June 2015, Concession at Selfridges Trafford Square
November 2015, Concession in Selfridges Manchester November 2015, Concession in Selfridges Manchester Square March 2016, Missguided launched their Shopping app inspired by Tinder November 2016, Opening first physical store in UK
This is a current mood board and timeline on Missguided. The board displays mottos that stand by their brand identity. the brand’s logo, campaign imagery and products they stock on the website. Missguided display the colour over their campaigns, social media and website. The timeline gives an insight on what Missguided have achieved since the beginning.
MARKETING TOOLS These
following
retailer
STRENGTHS
and
reflect
on
tools what
allowed
me
to
recommendations
analysis are
SIZING
RELATIONSHIP WITH CUSTOMERS
LIMITED STYLES OF STOCK
VARIETY OF RANGES E.E BRIDAL COLLECTION
DELIEVERY TIMING
needed.
STOCK IN MORE DEPARTMENT STORES EXPAND ON TARGET AUDIENCE
On every social media platform
RETAILERS HAVING MORE STORES
Good delivery and Simple return service
MENSWEAR MARKET GROWING FASTER
Orientated for younger generation
Continuous offers
Younger generation
Variety of Sizes Affordable
Forward thinking online fashion brand
Empowering Females
Clear target market
NOT PROMOTING STOCK THAT ISN’T CLOTHING
Led by Celebrities / Fashion bloggers
Strong Social Media
Fun and fashionable Good customer services
Very much on trend
Branching out from being online only
ONLY HAVING THE ONE STORE
THREATS
Existing Markets
Existing products
New Market
OPPORTUNITIES
Affordable fashion
Collaborations
Online
OPEN MORE STOREES
the
WEAKNESSES
OPENING A STORE
GOOD PRICED DELIEVERY
marketing
Missguided sell a womenswear, footwear and accessories. Their current existing target market is fashion influenced female 18-25 year olds.
New products Launching collaborations with stronger faces to the brand would appeal to the Missguided target customers as they can relate their style with someone themselves look up to. Introducing a homeware range to the brand would branch out what stock they already offer and offer something more appealing to what their competitors already offer. Also, by improving the quality of products that they stock would appeal for the current target market to buy more and not be disappointed.
Launching a menswear and kids Now Missguided have got the wear range will expand on their store in London, it will encourage current target market and expand customers who have never thought on their sales and brand identity in of considering to see what they have to offer. This can then appeal the market as more customers will be buying from Missguided for a bigger target audience for Missguided.
.
RECOMMANDATIONS Missguided in five years’ time will improve on what they stock to widen their target customer, this could be done by releasing a launch of a menswear, childrenswear and homeware range to the site to they have more to offer. The growth of the brand’s identity will grow with Missguided collaborating with stronger role models for the target customer, improving the quality of their products and opening more stores globally.
WIDER TARGET AUDIENCE STRONGER COLLABORATIONS IMPROVMENT ON QUALITY MORE STORES GLOBALLY MENSWEAR PHYSICAL MAILINGS
CV JOB VACANCIES COVER LETTER
Marketing Graduate Trainee Job description Kering Eyewear is seeking a Marketing Graduate Trainee to join their Marketing team, for a period of 6 months with potential to extend. This role will support the Marketing Manager and will also be working alongside the Trade Marketing Executive. Responsibilities include Marketing materials order insertion in SAP
Managing requests from field-based sales force, including but not limited to: • • • •
Bespoke visual projects to be organised with suppliers Shipment and forecasting of display materials Window displays Product images
Distribution • • •
Set up of Authorised Retailer agreement format for each customer, ready for checking and dispatch Set up of Commercial terms document for each customer, ready for checking and dispatch Upkeep of excel and photo database of new customers
Collection presentations • •
Support with creation of presentations for customer & internal meetings Support with organisation of internal & external meetings
Events •
Support with organisation and set-up of any events
Key skills and requirements: • • • • • • • • • • •
Strong interpersonal and communication skills Team player Ability to build effective, professional relationships with individuals and teams both internally and externally Passion for communications and a keen interest in the luxury fashion industry Ability to work under pressure and be proactive Excellent organisational skills Excellent attention for detail Excellent written and spoken English French speaker an advantage but not essential Good level of Microsoft Office in Word, Excel, PowerPoint and Outlook graphic design skills will be an advantage
Buyers Admin Assistant- Menswear 6 Month FTC Job description We’re looking for a Buyers Admin Assistant to join our team.
JOB PURPOSE The main objective of this role is to provide support to Buyer in all areas of the buying department. The ideal candidate would have at least two work experience placements on a buying department, have a fashion related degree and be an enthusiastic, positive individual with strong self-motivation, communication and interpersonal skills as well as a strong work ethic and passion for product.
DUTIES AND RESPONSIBILITIES • • • • • • • • •
Provide administration support to the buying team covering all departmental issues/queries. Key orders onto the systems coordinating with Branded Vendors and Distributors Problem solve and proactive approach to day to day ad hoc tasks Manage orders through from order confirmations to delivery to retail and product live online Manage samples, ensuring correct and up to date product available for approvals, trade, marketing and web shoots Keeping up to date picture packs of all styles on order and amending details tying back to weekly trade meetings Critical path management of product from order to delivery ensuring all key deadlines are met Weekly reporting generation and prep for trade meetings. Manage interns.
REQUIRED KNOWLEDGE, SKILLS AND EXPERIENCE • • • • • • •
Previous experience in a buying office preferred but not essential Fashion degree graduate. Strong knowledge of Microsoft Office, Word, Excel and Outlook. Ability to multitask in a fast paced environment. Strong communication and organisational skills. Commercial awareness and keen interest in the fashion retail industry. Strong understanding of the menswear market and the Urban outfitters menswear customer
Paid Visual Merchandising Work Placement The creative and exciting role will consist of creating inspiring visual merchandising and in-store guidelines to drive traffic and conversion. We ask candidates to be flexible with the possibility of being based at either of our Head Offices – Littlehampton or East Croydon.
Why The Body Shop? Our inspirational people are the core of our success. We have a family of bold, unique and passionate employees who make The Body Shop culture such a dynamic and exciting place to work. Believe us when we say there is never a dull day here. As soon as you step into head office you can really tell your somewhere different – we’re far from “just an office job.” We’re irreverent, activist and original. You will have a lot of responsibility, so you will be proactive and a hard worker who tackles challenges head on and is thrives being thrown into the deep end. The office culture is fast paced and this is motivating – each week brings celebrations at The Body Shop successes, fun office activities, free products, talks of The Body Shop latest global adventures and the inside scoop on the latest brand updates. This is just the start, wait until you find out what you’ll get up to in your exciting new role. Your role You will be working within our Visual Merchandising (VM) team and our creative design team to create, develop and implement assests for our stores. You will develop product load up photoshop visualisations in order to create clear in-store event guidelines that must be easily understood and executed by our different zones and market. During your time at The Body Shop, you will be managing and organising our on-site ‘mock shop’ to help bring our in-store components to life. You will create visualisations you create will go into event packs that are offered to our markets and implemented in our stores worldwide.
Want to join The Body Shop global family? Are you an innovative, trend-setting undergraduate in an Art and design related degree who has strong design skills and think creatively? Then you will fit in perfectly at The Body Shop. In return for your contribution to the success of The Body Shop, you will get the responsibility, training and respect of a full-tie employee you will be doing a hell of a lot more than making tea). You will also get a salary of £16,000-18,000, 23 days holiday plus bank holidays, 50% of The Body Shop products, discounted cinema tickets, 3 paid days to spend volunteering, free gym vouchers and £100 to spend on learning new skills, fitness and well-being.
Hi Emily Banfield, Thank you for your application the the role of Visual Merchandising 12 Month Industrial Placement. We liked your application and would like to get to know you a little better through a short and simple video interview. The interview will last no longer than 15 minutes, and you have until 17/03/2018 to record your answers. We look forward to learning more about you!
From Erin & Lucy, The Body Shop Recruiters :-)