Emma Kelly Portfolio: Fashion Communication and Promotion

EMMA KELLY FASHION COMMUNICATION AND PROMOTION

CV Case Study

[THE SEXUAL OBJECTIFICATION OF MEN IN FASHION ADVERTISING]

MAGAZINE PROJECT [ASPIRE]

FINAL MAJOR PROJECT [BOOHOO]

LOOK BOOK

[KATE SMITH]

Trend FORECASTING

[SURREAL ILLUSIONS]

Placements

[SHOP DIRECT/LITTLE BLACK DRESS/AX PARIS/BRANDED LAB PR]

There have been many previous studies sexual objectification of women in fashion it affects their self-esteem, however the male sexual objectification has only been upon.

into the and how topic of touched

This case study explores sexual objectification of men within fashion advertising and compares the findings to female sexual objectification.

Calvin Klein,. (1982). Calvin Klein. Retrieved from http://www.underwearexpert.com/2014/07/tbt-calvin-klein-80s-underwear-ad/

case study

abstract

The study found over the years men have more frequently become sexually objectified, especially for advertising purposes due to many factors such as society and the new male ideal. Male and female sexual objectification was seen to compare equally on some levels, but on others females are overall objectified more. Finally, the research also found men was affected subconsciously when shown images of other men being sexually objectified, this however being on a lesser level than women.

OVERVIEW

This case study aimed to find out information regarding the sexual objectification of males in fashion advertising.

Focusing on three objectives, it researched whether males were becoming more sexually objectified and why, how male and female sexual objectification compares and finally what effect sexual objectification has on the male self perception.

‘Aspire’magazine Aspire magazine was the creation of a final year group project. As a group, we were asked to create a niche magazine that would fit into the current market.

Aspire publishes work from undiscovered talented creative individuals across various platforms.

I took upon the role of Editor in Chief of the magazine where my responsibilities ranged from the organization of photo-shoots, group time management, sourcing new talent to include in the magazine and writing various feature articles. Each member of the group participated in styling the shoots as well as deciding on final images and touches to the magazine.

Project contributors: Emma Kelly, Jessica Ruddlesdin, Sarah Storey, Liberty Windle, Emily Green (Photographer).

magazine

features Here shows two examples of features I researched, wrote and contributed to the magazine.

editorials As Editor in chief of the magazine, I took on the role of main organiser of the shoots and sourced photographers, designers, hair and make up professionals and locations to create images which were of a professional standard.

(Photography by Emily Green)

final major project The aim of the final major project was to follow a self initiated brief focusing on a chosen promotional and marketing plan for a chosen brand or concept. I chose to focus my project on online fashion retailer Boohoo and set myself the challenge of creating a full digital campaign within the time scale given.

The project idea stemmed from research showing Boohoo’s sales figures being less than expected in the year of 2014. The sales figures we said to be down due to a failing campaign, so after further research into the current market and the brand I came up with the campaign ‘Digital Youth’.

Digital Youth is a campaign created specifically to improve Boohoo’s digital presence and customer interaction. The campaign contains various tactics with the focus being on the launch of a digital application with elements of PR to support. With a digital app, new website design, event plan and celebrity collaborations the plan aims to attract and maintain interest from the Boohoo target consumer.

digital application As part of the project I designed a digital application using InDesign and mag+.

The app was to reflect the theme of ‘Digital Youth’ which meant holographic tones and metallic hues throughout. The result is a functional application which brings the brand and their customer together through various methods of interaction.

look book ‘Digital Youth’ campaign images. I took upon the role of creative director, organiser and stylist with the aim of creating images of a professional standard. (Photography by Chloe Dunn)

marketing

Alongside the digital application, a marketing plan, promotional plan, press pack, digital application proposal and event plan were all created to create an overall campaign. The marketing and promotional plan explained each tactic and mock ups were used to visually explain the idea. To compliment the introduction of an application, a new website design for the brand was created to reflect the Digital Youth theme and improve customer experience. Finally, to fully explain the digital application, a demo video with an on screen tutorial was created in order to ensure the application was understood completely.

Look book In the second year of the course we were asked to complete a module based around production of a Look book for a new brand. Working in groups of five, we were given a second year designers garment to work with and inspire us when creating a concept.

My group and myself decided on creating the brand ‘Kate Smith’.

Kate Smith, named after the garment designer, is a women’s fashion brand, which focuses on the brand values of minimalistic, timeless, and classic pieces.

As a team we produced a presentation, brand handbook, communications plan and Look Book.

My responsibilities included designing the brand image, including logo, creating the layout for the brand hand book and sourcing the model, photographer and make up artist for the shoot.

Alongside this I assisted in styling of the model as well as contributing written work to each document.

Project contributors: Emma Kelly, Emily Watmough, Elizabeth Fisher, Andreea Bondor and Madeline Farris (Photographer)

shoot/ hand book Here are image examples taken from the Look Book section of the project. Using an agency based model and a highly rated photographer and MUA ensured for high quality and shots of a professional standard.

(Photography By Madeline Farris) The layout of the brand handbook was designed to reflect the brands values of minimalism and contemporary styles.

trend forecasting For this particular brief I took on the role of a trend forecaster to discover an upcoming trend which would later be applied to Mac Cosmetics. Using various methods, I took primary and secondary research and created a research file, discovering similarities within various industries. Once I found similarities I began to create an evidence wall and discover what the innovators, drivers, impact, consequences and futures of the trend would be.

Using this trend we were then asked to create a trend book for Mac Cosmetics explaining how the discovered trend would affect the brand in terms of drivers, consumers, packaging and future possibilities. The trend book was created in groups of three, with each giving one trend each.

Project contributors: Emma Kelly, Jessica Ruddlesdin, Sarah Storey and Jenny Mills (Photographer).

(Photography By Jenny Mills)

cartogram/ trend book Here shows the finished cartogram for the ‘Surreal Illusions’ trend. The packaging shown is a mock up of what affect the trend could have on MAC Cosmetics in the future.

placements During Summer 2014, I completed various placements at fashion companies to better my knowledge of working within the industry.

Shop Direct: Throughout this short placement, I worked alongside professional stylists and photographers with still life shoots. Daily tasks included dressing and styling mannequins for product shots as well as learning how to position still life shots.

Little Black Dress: This four-week placement as an ecommerce assistant widened my knowledge on how a online fashion brand worked, as well as helped to improve my writing skills through blog posts and product descriptions. Daily duties including ensuring the website was up to date on stock, new products were uploaded with relevant descriptions and researching on future fashion trends.

AX Paris: As a PR and social media assistant, this four week placement helped to confirm my interest in fashion PR and marketing. With daily duties including contacting bloggers, creating social media posts, creating blog posts and contacting brands to contribute to upcoming events, this placement helped improve my skills and confirmed I would work well in a fast paced fashion environment.

Here shows an example of a blog post and a social media post which I created whilst on my placement at AX Paris.

experience

Here shows an example of a product description as well as a blog post I wrote during my internship at Little Black Dress.

branded lab pr After finishing university, I began a 9-week placement working as a PR assistant for Branded Lab PR. Due to my performance; I was then offered a paid position as a Junior Account Executive.

Daily duties include working on various brands such as KoKo Couture and Lasula, by sourcing relevant bloggers, celebrities and media and contacting them for a possible collaboration. Due to working in this position I have now built relationships with relevant media contacts from various publications and also celebrity agents.

I have successfully organized collaborations with ‘TOWIE’ celebrities Danielle Armstrong and Georgia Kousoulou and with popular bloggers such as ‘Tiny Twisst’.

Other duties include organising aspects of photo shoots such as sourcing professional hair and make up artists. An example of this is a photo shoot for male fashion brand Swade and DML Jeans where I sourced a make up artist on both occasions. On other occasions I have created a Look Book for the brand Llunaa.

I organised a collaboration with American blogger Casey Weigand for Llunaa. Image by Casey Weigand taken from thewiegands.com

emmakelly94@hotmail.com 07885581739