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Emma Beckford BA (Hons) Fashion Level 5 Design Enterprise & Innovation www.emmafashionliveproject.tumblr.com
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C O N T E N T S
P A G E
Page 7 - Introduction Page 8 - Course Philosophy, Aims and Outcomes Page 9 - Fashion Shows 2015 Page 10-11 - Positioning Statement Page 12-21 - Project Progression Page 22-23 - Reflection, Evaluation and Conclusion Page 24-31 - Appendices Page 32-33 - Bibliography Page 34-40 - Learning Agreement Page 41 - Professional CV
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LIST
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ILLUSTRATIONS
Figure 1: • Pinterest, (2015), Pink [online image]. Available at: https://s-media-cacheak0.pinimg.com/originals/8b/d5/c6/8bd5c623d4387d79c4d7db3d7dd0cd27.jpg [Accessed 18 May 15]. • Melanie Ménard, (2015), graphisme / géométrie [online image]. Available at: https://uk.pinterest.com/pin/511510470154453614/ [Accessed 18 May 15]. • anon, (2015), Graphic Design & Tattoos [online image]. Available at: http:// graphicdesignandtattoos.com/post/81515357699 [Accessed 18 May 15]. • Rubén Figueroa, (2015), anon [online image]. Available at: http://imrubenfigueroa.tumblr.com/post/89890923593 [Accessed 18 May 15]. • anon, (2015), Layout [online image]. Available at: http://nicoonmars.tumblr. com/post/24009287462 [Accessed 18 May 15]. • Rubenm, (2011), Basic [online image]. Available at: http://betweenstudio.tumblr.com/post/21312253797 [Accessed 18 May 15]. Figure 2 - AUB Instagram, (2015), Authors own [online image]. Available at: www. instagram.com/aubfashion [accessed 18 may 15]. Figure 3 - AUB Twitter, (2015), Authors own [online image]. Available at: www. twitter.com/aubfashion [accessed 18 may 15]. Figure 4 - Beckford, E. Publication Layout, (2015), NIL. [photograph] Authors own. Figure 5 - Beckford, E. Ticket Designs 1, (2015), AUB Fashion Live [photograph] Authors own. Figure 6 - Beckford, E. Ticket Designs 2, (2015), AUB Fashion Live [photograph] Authors own. Figure 7 - Beckford, E. Ticket Designs 3, (2015), AUB Fashion Live [photograph] Authors own. Figure 8 -
Beckford, E. GF Smith Papers, (2015), [photograph] Authors Own.
Figure 9 - Beckford, E. Publication Layout 2, (2015), NIL [photograph] Authors own. Figure 10 - Beckford, E. Publication Layout 3, (2015), NIL [photograph] Authors own. Figure 11 and 12 - Beckford, E. Plinth painting, (2015), [photograph] Authors own.
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I N T R O D U C T I O N
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I will be part of two small teams responsible for the co-design and co-production of the Marketing/PR and Publication for three fashion events showcasing final year BA (Hons) Fashion students at a local Bournemouth Show, Graduate Fashion Week and the AUB HE Summer Show. This work must be presented to an extremely high standard so attention to detail is important. Throughout the Live Project I will be part of the Publication team, we will be responsible for the creation of content for Fashion at AUB’s new magazine NIL, the launch of which will happen at the shows. As well as this I will be assisting with the Marketing/PR towards the three AUB Fashion shows, tasks including the Goody Bags, Sponsorship, Ticket Design, Ticket distribution, Show programme design, Press coordination and After show party coordination.
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COURSE AIMS &
PHILOSOPHY OBJECTIVES
The BA (Hons) Fashion course at The Arts University Bournemouth is a three year course that is run by Anne Chaisty. The Fashion course encourages students to experience new challenges, develop a range of key skills that will help the students to determine their chosen specialism. From this the students are encouraged to ‘risk take’ and embrace creative diversity and challenges. The key points that define the BA (Hons) Fashion course at the Arts University Bournemouth are Future Fashion, Individual Design Identity, The Sublime Art of Making, Philanthropy & Sustainability, Collaborations with International & National Companies and Strategic Partners, Innovation & Entrepreneurship.
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A U B
F A S H I O N
S H O W
The AUB Fashion show will be taking place in the Pavilion Dance South West in Bournemouth, on Friday the 15th May 2015, and will be hosting three catwalk shows at 2:30pm, 4:30pm and 7:30pm. This local venue is an easy access to and from the university to transport all the graduates’ garments and the exhibition stands. The exhibition stand is smaller than the GFW stand so will not be using the same one.
GRADUATE
FASHION
WEEK
Graduate Fashion week attracts 33,000 guests; the event features 22 catwalk shows and over 40 exhibitions. Graduate Fashion Week is a platform for fresh and future talent. This year the Arts University Bournemouth, BA (Hons) Fashion students are opening the first show for Graduate Fashion Week, which will take place on Saturday 30th May till Tuesday 2nd June 2015 at The Truman Brewery, Brick Lane, London.
A U B
F A S H I O N
S H O W
The final show will be held at The Arts University Bournemouth on Friday 19th June till Friday 26th June. The Higher Education Summer Show is an opportunity to view work from all courses at AUB. This year will showcase the third year BA (Hons) Fashion students work as an exhibition compared to previous years. The possible locations on campus for the summer show could be The Gallery, The Enterprise Pavilion, The Library or the Fashion Studios.
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POSITIONING
STATEMENT
As a second year fashion student, this experience will provide me with knowledge and insight into understanding of working to high standards. The live project will also help me understand working in a professional environment, reporting the client, events manager, exhibition stand design coordinator and catwalk/backstage coordinator. As I am on a team that is creating the content for the publication, I will gain an understanding of what goes into creating a publication. I am also part of a team assisting with the Marketing and PR; I would like to gain more experience and an insight in this area, as this is something I have been interested in and would pursue in the future.
My existing skills include Photoshop and InDesign, as I am confident and know different tools to edit images and create different layouts and styles. I also have great teamwork skills and communication skills, which are vital for a team to work together and for the outcome to be successful. Lastly I have had experience helping with setting up and taking down of an exhibition at The Harbour Gallery in Jersey, as I am already in two teams I will also be able to help out the exhibition or catwalk groups when needed. (See appendix 2)
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The Event and Exhibition live project will be able to develop my subject knowledge and skills I have gained on Photoshop, InDesign and Illustrator. Other skills I want to develop throughout the live project include my organisational skills, independent learning, self-management and time management, these are a few of my weaknesses during projects and can lead me doing tasks last minute. Additionally I would like to develop my confidence when communicating to small or large groups of people, as I am quiet person and would like to be able to discuss my ideas and opinions when needed. Lastly I would like to enhance my CV through undertaking the live project to develop my portfolio for possible internships, which will help me towards a future career. (See appendix 2)
As I will be assisting with the Marketing/PR for the three fashion events, the tasks and skills I will gain include sponsorships, ticket design, ticket distribution, after party coordination, press coordination and front of house. This is relevant to my future career as Marketing and PR is one of the areas in the fashion industry I am interested and consider working in. Working on the creation and content of the publication could help me with possible jobs in the future, as I would have gained experience with layout designs, articles, features, interviews and photo-shoots.
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PROJECT
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PROGRESSION
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EVIDENCE OF UNDERSTANDING OF UNDERLYING CONCEPTS AND PRINCIPLES
PRODUCT: Final year fashion students include Womenswear, Menswear, Childrenswear, and Accessories Designers as well as the Communication students. The designers will be showing 6 outfits from their final collection, the communicators will be showing final publications, apps, campaigns or films. The best work that students create will be picked for the GFW show. PRICE: The local Bournemouth Fashion Shows will not cost much as the GFW show, however the student’s work will be presented to a high standard. AUB Fashion have been given a budget of £25,000 for The GFW show exhibition stand, publication, film, goody bags x 100 and goody bag products. However some of the goody bag products have sponsored us for the show. (see appendix 1) PLACE: The first AUB Fashion show will take place at Pavilion Dance South West, Westover Road, Bournemouth. The GFW show will be taking place this year at The Old Truman Brewery, Brick Lane London E1. The Last show is the AUB HE Summer Show, which is going to be held at the university.
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FIG 2
Promotion: The Bournemouth show will have an advertisement in the Bournemouth Echo and will also be advertised by posters around AUB and Bournemouth. AUB Fashion have a social media presence on Facebook, Twitter and Instagram, this is another area the local show will be advertised on. (See figure 2 and 3) The GFW show will be doing most of the promotion for the show and AUB Fashion will also be promoting through social media to support the university and final year students.
FIG 3
People: Final year BA (Hons) Fashion students will be showcasing their work at three fashion events. They will be showcasing their work to an audience of friends, family, prospective students and possible employers. At Graduate Fashion Week possible employers will be looking for the graduates with fresh and future talent. The live project team will be reporting to the Clients (Anne Chaisty/AUB) and Investors (Final Year Students) needs.
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EVIDENCE OF ENGAGEMENT
PROFESSIONAL
Professional engagement throughout the live project includes regular meetings with the Exhibition Coordinator, Catwalk/ Backstage Coordinator and Events Manager who would then report to the Client. The publication team members were invited to attend a level 6 talk held by GF Smith Paper Company. GF Smith who is known for working with textured and unusual papers explained the different sizes, quality, tactile papers that range from 50 different colours as well as their different printing (see appendix 3).
EVIDENCE
OF
COMMUNICATION
Communication throughout a live project is key, either by emails or weekly meetings. The Publication and Marketing/PR teams communicated through Facebook groups and chats however in industry this is not how communication would take place. The Publication team felt that this was great way to contact final year fashion students to ask if they would like their work to be featured in the magazine. The Publication and Marketing/PR teams have had constant communication with the Events Manager during the live project by emails, telling the teams what time meetings are and also feedback from the Client (See appendix 4).
EVIDENCE
OF
TEAM
WORK
When designing tickets and posters, also researching items such as goody bags and envelopes, the Marketing/PR team had a lack of teamwork. The Publication team worked well as a team to create a number of different layouts and worked together to see what worked best and what didn’t (see appendix 5). During the live project different teams came together to help with painting plinths for the AUB Fashion show as well as sell tickets and help setting up the show (see appendix 6).
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EVIDENCE OF ROLES RESPONSIBILITIES
AND
At the start of the project the Publication team assigned roles for everyone, however after Easter holiday 2 people from the group left, that meant it was up to the remaining group to do their roles or find an alternative. Roles included, collecting third year’s work and creating their layouts, putting the publication together, creating stickers, best Instagrams and having articles (see fig 4). The Marketing/PR team didn’t have specific roles given to each other, as it was more of a group task to create the designs for tickets, posters, research goody bags and envelopes as well as get in contact with Bournemouth council (see fig 5 -7).
EVIDENCE OF SPECIALIST, TECHNICAL KNOWLEDGE AND SKILLS Technical and Specialist skills learned within the live project included how to layout a publication and create a variety of different layouts, the publication team looked on Pinterest and existing magazines to get some inspiration. Other skills included designing posters and tickets for the Marketing/PR group, developing communication skills, graphics, developing more knowledge on Photoshop and Indesign.
EVIDENCE
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PROBLEM
SOLVING
Throughout live project the Marketing/PR team encountered problems such as items for goody bags that AUB Fashion would need to pay for, the place that the tickets and the posters would be getting printed will cost a certain price. The Publication will need to be professionally printed and good quality, this could end up being very expensive. Overall both teams worked very well together to create a good and professional outcome. Regular meetings and communication within the groups helped us to get tasks done.
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FIG 5
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FIG 6
FIG 7
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REFLECTION, CONCLUSION
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EVALUATION
AND
During the live project I have realised and learnt how much work goes into a fashion event. I have learnt what is involved with Marketing/PR, an area that I wasn’t experienced in before. This project has helped me gain my confidence and communicate better with other students in the class, as I didn’t know many of them well before the project. I am also more confident when talking about my ideas and opinions for tasks, my confidence gained as it was up to me and another member of the Marketing/PR team to achieve the tasks, this is because other members wouldn’t attend meetings of communicate with us. This was also something that I felt became unorganised and hard to stay on track with, as there were only of few of us turning up to help with the tasks for the Clients deadlines, which lead to a high level with stress within the team. I have developed new skills throughout the project which will help me in the future, these include creating a publication to a professional level as well as understanding the tasks and roles in Marketing/PR that go into a fashion event. These skills will help me in third year as well as in the future. Responsibilities I decided to take on included me and another member trying to bring together the Marketing/PR team as no one communicated to each other, the tickets and posters was an equal responsibility which lead to tickets being chosen and created by the Event Manager as there was not enough to choose from for the deadline. I took responsibility for contacting 2D students in third year to send me over their work for the publication as well as creating different layouts to present their work. After this project I hope to gain more experience in the industry, which will help me for a future career. This project has taught me how stressful working in events can be however I have enjoyed this project creating the publication, something I could do in third year. During the project I feel that I have achieved the learning outcomes. I struggled with how quickly ideas and feedback can change after spending time on it, especially when some team members don’t engage enough. The project got more stressful nearer to the fashion shows, which meant tasks had to be done as soon as possible. I feel that for the project to have been successful, everyone needed to engage fully from the start of the project so it would have been more enjoyable.
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A P P E N D I C E S
APPENDIX
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Bluebird Tea - Eve :info@bluebirdteaco.com The Primal Pantry - Becky: hello@primalpantry. com Afterparty - Lottie: lottie@lottiewarren.co.uk Unconfirmed Sketchmore - Nick Cranston - Etsy 42 Juice - Natalie: info@42juice.com
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APPENDIX
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Self SWOT Analysis Strengths: • Communication Skills • InDesign Skills • Photoshop Skills • Illustrator Skills • Publication/Magazine Skills • Styling of space • Layout of Publication • After party coordination • Eye for detail Weaknesses: • Uncomfortable presenting to a large group of people • Running Orders • Time Keeping • Set up and take down • Filming • Using new software Opportunities: • Website • Sourcing design furniture/product and accessories • Styling • Research the brief and client thoroughly • Developing more teamwork skills and communication • Gain knowledge for Marketing and PR • Develop on existing software skills Threats: • Lack of focus within the team • The client might not be happy with the designs, initial ideas or final outcomes • Negative feedback/teamwork • Part of the team don’t turn up to meetings • Depending on other people to have work ready
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APPENDIX
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APPENDIX
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APPENDIX
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APPENDIX
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B I B L I O G R A P H Y
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Beckford, E. (2015) Fashion Live Project. Tumblr. [online]. Available at: http://emmafashionliveproject.tumblr.com/ [Accessed: 18 May 2015] Beckford, E. (2015) Live Project ideas. Pinterest [online]. Available at: https://uk.pinterest.com/EmmaBeckford94/live-project-ideas/ [Accessed: 18 May 2015] Graduate Fashion Week (2015) Graduate Fashion Week » Graduate Fashion Week. [online]. Available at: http://www.gfw.org.uk/ [Accessed: 18 May 2015] Bournemouth’s national dance house and dance development across the South West » Pavilion Dance South West (no date). [online]. Available at: http://www.pdsw.org.uk/ [Accessed: 18 May 2015] Course Philosophy - Arts University Bournemouth (no date). [online]. Available at: http://aub.ac.uk/courses/ba/ba-fashion/course-identity/ [Accessed: 18 May 2015] Summer Shows - Arts University Bournemouth (2015). [online]. Available at: http://aub.ac.uk/news-events/summer-shows/ [Accessed: 18 May 2015]
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LEARNING
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AGREEMENT
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Emma Beckford Phone: 07842 114834 Email: emma.beckford@hotmail.co.uk
Personal profile
I am a second year student currently studying Fashion BA (Hons) at The Arts University Bournemouth. I am looking for a 6 week internship in marketing or PR as this will help me develop and gain the skills I need to achieve my aspirations in fashion. Having previously worked at Accessorize and Next I have developed my customer service and customer facing skills, till work/cash handling skills. I am a hard worker and enjoy working in a busy environment, and I can work as part of a team or on my own initiative with the minimum of supervision.
Education
Sept 2013 – Current The Arts University Bournemouth, Wallisdown, Poole, Dorset BH12 5HH Studying BA (Hons) Fashion Sept 2011 – June 2013 Hautlieu, Wellington Road, St Saviour Jersey JE2 7TH A-level Qualifications Art, Photography and Design Technology Sept 2006 – July 2011 Jersey College for Girls, Le Mont Millais, St Saviour, Jersey JE2 7YB GCSE Qualifications Maths, English Literature, English Language, Textiles, Art, Design and Technology and Science.
Professional Skills Microsoft Word – Advance Microsoft PowerPoint – Advance Microsoft Excel - Advance
Design Development - Intermediate Illustration - Intermediate
Photoshop - Advance
Mood Boards - Advance
InDesign - Advance Illustrator - Advance
Work Experience Accessorize, St Helier Jersey:
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22nd Decemeber 2014 – 2 January 2015 th th 25 June 2014 – 12 September 2014
Responsibilities: cash handling, working on the tills, price ticketing, helping with deliveries, preparing for sales, replenishing stock, taking phone calls, cleaning end of the day, advising and assisting customers with selection and purchases, helping with window displays.
Next, King Street, St Helier Jersey:
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12 December 2013 - 30 December 2013
Responsibilities: cash handling, working on the tills, price ticketing, stock take, preparing for sales, replenishing stock, advising and assisting customers with selection and purchases.
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