The online black book for communicators by Jessica Robertson

THE ONLINE BLACK BOOK FOR COMMUNICATORS DE0929 JESSICA ROBERTSON

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ON COMMUNICATIO ASHI N | Y|F NE T OG OL CO NC EP T|

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The purpose of this document is to research and analyse a Fashion Communication networking system; with the aim to launch a networking platform focused on the skills and roles of a Fashion Communicator. This document will explore and question the concept proposed, and later justify the reasons behind its need and success.

:INTRODUCTION “The Fashion Industry is growing internationally through multi-channel communication” (Joan Johnston, Fashion Communication 2012: P1-2). Within the industry there are key career paths that are often associated with the Fashion Industry. The focus has since moved from design production of garments to the promotion of brands products through 2D and 3D space. “To feed the growing industry it is important to consider the new type of roles and training needed in the Future of fashion business; to nurture the talent coming through” (Virginia Grose, 2012: P164). Therefore with the growth in the Fashion Communication (F.C) Industry, there is an opportunity to create a forum for the F.C experts to network and seek opportunities within the industry such as employment, placements and advice. The Fashion Industry differs from other industries, Womens Wear Daily explain, “The fashion cycle does not fit with the speed of communication” (Virginia Grose, 2012: P15). The Fashion Industry is constantly changing shape, and with it’s power and influence can launch any form of concept and will find a niche to ensure it’s success. Along with it’s strongly identified and loyal target audience, the industry and its followers thrive off the constant, new and innovative ideas. A range of information will be gathered from a wide spectrum of individuals and platforms linking to the world of Fashion Communication and social media; ranging from students and graduates to those in the Industry. Through studying this information a greater understanding can be developed on the subject, making it clear to distinguish whether there is a gap in the market for a Communication Network. By doing this I can then make a more accurate estimate as to how successful and beneficial a launch in the networking Industry can be.

‘THE FASHION CYCLE DOES NOT FIT THE SPEED OF COMMUNICATION’ - Virginia Grose, Basics of Fashion Management 01 Concept to Customer

:CONCEPT With communicative individuals at the focus, the concept aim is to create an easily accessible platform that provides advice with regards to careers, placements and curriculum vitae’s. This platform will be the first point of contact for students and graduates when searching for a career within the Fashion Communication industry. A website is the best form of communication; this is because the platform will be easily accessible to everyone at all times, and can be instantly updated therefore it is out there in the world alongside it’s online competitors. Individuals today use the Internet to network, research and pursue their careers in any field. The Internet is constantly updating itself with information and therefore is the go to platform for people today, both professionally and socially. Communicators in particular benefit from the Internet, as they naturally want to keep themselves up to date with the latest news and trends happening in the world. Modern websites such as Facebook, Twitter and Linkedin are used today to network and enable us to communicate directly with those in the Industry. For this concept to be successful and better it’s competitors, it needs to showcase it’s unique purpose, therefore a website is the most useful and effective way to communicate this to it’s target audience.

:METHODOLOGY The concept topic has been split into separate areas to ensure each and every individual section is thoroughly explored. Main focal research points: • Fashion Communication Courses • Fashion Communication Skills • Career roles to pursue • Industry / Employer needs • Networking Websites • Social Networking Websites To ensure the correct information is gathered from the target audience effective primary research will be carried out. A range of questionnaires with specific questions with regards to Fashion Communication, placements, networking and what is missing in the Industry will created. The first questionnaire aims to collect statistics on each of the following from Fashion Communication Students: • If they have completed placements throughout there University experience. • How they have gone about gaining their placements. • How they network. • How they aim to pursue their career after graduation. • Whether they feel the concept is needed and beneficial for the Industry. The second questionnaire aims to collect data on the following from Fashion Communication Graduates: • How they have pursued their current job or placement. • What could they have benefitted from during their University life? Interviews with a number of Industry professionals will then be carried out, to collect information on their methods and procedures of hiring potential employees or interns. The questions will aim to discuss: • What they want from students and graduates • Where they wish to find out this information. • What they wish to find when accessing networking platforms • What they find beneficial Secondary research relating to the concept topic will also be carried out on the following for further evidence and understanding: • Books/Magazines/Articles • Websites/Online Articles • Videos/Events

:FASHION COMMUNICATION What is Fashion Communication? “Fashion Communication enables creative individuals to flourish in the media and cultural industries that deal with the promotion and communication of fashion” (Northumbria University, Fashion Communication, undated). Covering a wide spectrum of skills within the fashion industry, communicative individuals are highly desired within the business today, “Innovation and originality are fundamental to the success and the key characteristics of the people working in the industry” (Susan Dillon, 2012: P80). Therefore with the invaluable skills and ideas possessed by fashion communication students, they should be well recognised as individuals and therefore highlighting a gap in the networking market for a focused platform to showcase their powerful skills and imagination. Today, “Communication is a huge sector within the fashion industry and it is highly competitive. If you are looking at this area of fashion as a career, it is important that you are visually literate, with strong communication skills” (Susan Dillon, 2012: P80). These are skills that should be praised and showcased online for industry professionals to admire and to take in consideration when seeking new employees or placement volunteers. In order to make this transition as straightforward as possible, the best form of communication is through an online platform, for example a networking website. How do they network? A survey was conducted with F.C students to gain insight into the target client’s opinions on the concept and related topics, when asked whether they use social networking websites regularly (See appendix two), 100% of the participant’s votes resulted in yes. This indicates the dominant role social network plays in both professional and social life with the public today. This highlights the importance of networking and how it can be used as a tool to engage with target clients.

Graph showing the results of F.C students who use Social Networking

With the current economic crisis, there are high unemployment rates throughout the UK showing no short term solution, the Bank of England Governor Sir Mervyn King stated ‘Children will ‘live under the shadow’ of Britain and the rest of the world’s economic crisis ‘for a long time to come’ (Dailymail, October 2012.) As a result of this, the proposition of searching for a career for students and graduates can often be a complex and difficult task to undertake. A student participant when asked if there was opportunity for a communication network, stated in the survey conducted (See page appendix two) ‘I think it needs to be covered especially in this economy any help to find jobs would be beneficial to the economy. 13/10/2012 13:56.’ As the fashion industry is already such a competitive business to gain admittance, it is time a straightforward and personalised platform was launched, as in a recent survey by drapersjob. com (See appendix six) it was said that the most applied for jobs are Design leading at 9.8% and others such as production fall a far 5% behind. This highlights that traditional jobs such as design are still at the focus of the fashion industry. Networking for such diverse careers can be more difficult therefore it would be more beneficial for an individual to have the choice of a range of different platforms to seek advice from. This would be highly beneficial for a student or graduate, as it would clearly present vacancies or careers specific for them, which avoids the time consuming task of searching for career opportunities on a platform, which is trying to cater for a wide range of industries and roles. If a new communication focused network was then created, consumers could be instantly satisfied, as they can locate their needs and find what suits them.

The survey conducted with F.C students directly addresses the issue at hand; the question of whether a communication-focused network was needed (See appendix two), delivered very strong results, as a large majority, 99%, of the students who participated answered indicating yes there is a need. This highlights that there is in fact an opportunity for a communication network and it will not only be accepted, but would actually be invited, by the target audience, suggesting a very good success rate if launched. One participant went on to explain that they ‘think it is covered but nowhere near as much as specific career routes such as design, PR or advertising. I feel that as a communication student there are many routes that I could go down and I don’t think these routes are made as available as they should be. 15/10/2012 21:42’ (See appendix two.) This further illustrates the opportunity for a specific and focused network for communication students, to guide them forward in their professional career and aid them when needed. This could potentially in future lead to a growth in other networks tailoring to individual’s specific professional needs.

Graph showing the results of F.C students who feel a communication-focused network is needed

Have graduates gone on to obtain their dream role? A second survey was then conducted with F.C graduates they were asked whether they have pursued a job in their chosen field since graduating from University (See appendix two.) Results show majority, 66%, of participants have successfully accomplished their dream role. This shows the skills held by F.C individuals are held in high regard within the industry as the survey was conducted in December 2012 and many of the participants graduated in summer of 2012, highlighting how even though the fashion industry is a competitive business, the skills of F.C professional is a powerful force and a requirement today with the growth in communication. The results show 33% of participants have not yet found their dream role, highlighting such roles are not always easy to find for graduates. This further demonstrates the need for a communication network to fulfill student and graduatesâ&#x20AC;&#x2122; aspirations.

Graph showing the results of F.C graduates who have pursued a career in their chosen field

The survey then enquired about how the F.C graduates pursued the chosen role within the industry, (See appendix two). The results clearly show the majority of roles are obtained through previous placements, contacts within the industry and networking websites, as the three options are equally the highest. However, graduate fashion week for the chosen participants has shown to have not contributed to the F.C graduates gaining their current job. This indicates that the concept for a communication network will be beneficial for F.C students and graduates, for a number of factors: â&#x20AC;˘ Allowing them to network and gain a placement, which could contribute to gaining a career. â&#x20AC;˘ A placement allows an individual to meet professionals and other students in the industry, therefore gaining connections beneficial for the future. â&#x20AC;˘ Seek jobs directly from the network, either resulting in a career or gaining experience in completing applications and interviews.

Graph showing the results of F.C graduates and how they pursued their current job role

:NETWORKING ‘Networking is a supportive system of sharing information and services among individuals and groups having common interests’ (Dictionary.com, undated). Today networking is a fundamental factor in pursuing connections within the fashion industry, whether it’s through social media or company events it can play a crucial role in an individual gaining an opportunity that could make their professional future. Networking Online To generate public attention and meet the needs of the target clients the concept for a communication focused network would have to be online as “Hundreds of millions of people are now living large parts of their lives online” (Mass Mingling, 2010). Therefore to ensure success and popularity; the strong understanding of the target clients’ needs for constant accessibility and updates can only be executed online through a website and social networking. Thorough research has been conducted, dissecting each online competitor to highlight the key factors that will need to be covered in order for a new online network to compete and challenge other online networks. Through carrying out this research it can be known what factors can be considered to ensure there is a unique point to engage with the target client. Two surveys were conducted with F.C students and graduates this research is to gain informative opinions on the concept and what the target clients themselves feel are crucial elements needed to guide them forward in their career. Internship Opportunities 9 Career/job opportunities 10 Advice for students/graduates/job seeker 9 Profile – Online CV 10 Blogs 3 Forum 5 Other - Real life experiences 1 From the results of the table above it is clear that career opportunities, online CVs, internship opportunities and advice are the priorities for F.C students and graduates, and should definitely be included on the online communication network.

Graph showing the results of F.C students and graduates responses to whether they would use the communication network

The table above shows students’ and graduates responses to whether they would use the communication network, with 19 out of 20 responses being ‘Yes’. This further demonstrates the importance and need for a communication network amongst F.C students and graduates, further highlighting the potential success it could lead to if launched. Social Networking To engage with the target clients and gain a place in the online networking community, the communication network will have to expand its networking skills and be accessible through a range of social networking platforms, such as Facebook and Twitter. Today social networking is highly influential and powerful, as ‘Digital strategies have shifted away from SEO to embrace rapidly evolving social media during 2012’ (Nishma Robb, 2012: P24). Due to such a rise in usage of social networking, some networking companies such as ‘UK Fashion Intern’ are only accessibly via Twitter or Facebook, see appendices for further examples (Section Five).

Drapers ‘The Fashion Business’ goes on to predict the social expansion through 2013, stating ‘there will be a huge expansion in the ownership of mobile devices and the importance they place in the developing multichannel purchasing process’ (Nishma Robb, 2012: P24). Drapers then goes on to state that ‘the customer of 2013 has high demands. We don’t want to be targeted with random content; we want sites that are easy to navigate, optimized for different devices and personalised for us’ (Nishma Robb, 2012: P24). This highlights the need for the concept of a communication-focused network; it satisfies the needs of the 2013 consumer who is demanding for personalisation, which is the unique selling point of the communication network. This would differ from the mass of networking websites and companies today; offering advice, careers, placements and online portfolios, as they try to cover a wide variety of fields within a particular industry to satisfy a large range of consumers. General Networking Traditional networking at events such as Graduate Fashion Week is still dominant for a student, graduate or job seeker today; building a face-to-face relationship with members of the industry is extremely important when networking. Because of the importance of relationship and connections building, the communication network aims to take part in Graduate Fashion Week, providing the opportunity to new graduates to network and seek a career within the communication industry through the contacts gained from launching the communication network.

:INDUSTRY PROFESSIONALS Would the concept be beneficial within the industry? A number of interviews were conducted to gain information from the industries perspective; therefore obtaining a complete understanding of whether there is an opportunity for a communication network within the online market today. When asked if the concept would be beneficial specifically to them, Marina Louca, a Market Executive at Holler PR (See appendix three), stated ‘Yes, it would be easily accessible and simple having potential employees/candidates in one place.’ Then going on to state ‘An online CV, work experience/ skills/references/employment history/links to porfolio/blogs’ could be factors to include, as these are elements Holler PR find useful when seeking employees. Another professional Naomi Shedden a Trend Researcher at Trend Bible stated ‘Yes, seeing a range of candidates in one place and being able to see their work at your own pace would be good, as in interviews it can be rather rushed’. This gives insight into the potential high success rate if the concept were to launch, as professionals have explained they would in fact find it beneficial and have also stated the factors such as online CVs they would encourage to be included. These interviews further indicate that F.C students and graduates would successfully find placements and careers through the form of a communication focused network and benefit from it’s specified existence. To again gain a strong understanding of the concept from all angles, the interview with communication professionals went on to enquire about what they look for when seeking employees. Sara Regan head of Public Relations at Garage PR (See appendix three) stated she desires candidates to be ‘Strong interpersonal communication skills both verbally and in writing and the ability to follow a brief’. Along with a ‘confidence to challenge and extend this brief and establish and maintain strong, regular and effective reporting and evaluation’. This is an example of the form of advice the F.C network aims to communicate through the website. Sandra Tang, Event Coordinator for Newcastle Fashion Week stated ‘Ambition, enthusiasm, people and writing skills. Passion for fashion and a self-starter’ are key factors when seeking potential candidates as well as ‘Good grasp of Basic English and grammar. A strong CV with plenty of relevant experience and a passionate and well laid put covering letter or email’. Again this is an example of advice aimed to help F.C students and graduates on the network communication website.

‘IT WOULD BE EASILY ACCESSIBLE AND SIMPLE HAVING POTENTIAL CANDIADATES IN ONE PLACE’ - Marina Louca, Marketing Excutive at Holler PR

:TARGET CLIENT The networking website will be designed to focus on communicative individuals and will be prominently aimed at students and graduates aspiring to pursue a career in the communication fields of Fashion. However the website also targets those in the Industry looking for communicators to either employ or complete work experience within their organisation. The typical customer can be both male or female and age is not relevant, and have a strong interest in the Fashion Industry and keeping up to date with current trends. The client will either be a student, graduate or employer within the Industry, using the Internet to network for both personal and professional use. With this they can build a contact list using social networking and networking career websites. Their skills will be a range of communicative factors for example: • Public Relations • Event Management • Concept Development • Communication • Photography • Styling • Visual Merchandising • Editorial • Creative Direction The client profiles seen on the next page have been created to help develop the website by having a strong understanding of who the website has been created and focused towards. What do they benefit? Communicative individuals can gain advice, connections and opportunities within the industry that will benefit them in their professional future. Advice can allow them to gain further confidence and understanding, and guide them in the correct direction. The F.C network can give a student or graduate insight into a range of professionals and opportunities that can provide employment in their desired field or allow them to gain further experience to strengthen themselves as a communicative individual. Professionals within the industry can benefit from finding a range of well-situated candidates in one place, making the search an easier task. As they will be able to view a range of profiles, showcasing online Curriculum Vitae’s, professional work and examples of work experience. Allowing the employer to find the perfect candidate for the job.

Competitors A large number of networking websites exist today, therefore the concept of creating a communication focused network stands alongside many similar websites giving the target audience a variety to choose from. See appendices (Appendix four) where similar existing websites have been closely examined to establish the main points of concern, for example highlighting the key factors needed to entice clients and to gain a knowledge of how the concept for a communication network can be different and showcase it’s niche in the online market.

:SOCIAL AND CONSCIENTIOUS ISSUES There are a number of issues that directly relate to the concept and development of the online network for communication students. •

The network will provide work experience, advice and careers to fashion communication students and graduates; combating the current economies current economic crisis as the concept gives opportunities for employment. • If the initial concept is to development through success may expand to offer employment opportunities within the communication network business, again combating the current economy crisis.

:PROJECT PROSPECTS A crucial factor in order for the concept to be successful is getting the industries backing, as without this element the F.C network wonâ&#x20AC;&#x2122;t be able to launch. This element is the foundation of the network, as connections within the industry is what will allow vacancies within companies to be advertised through the network, as well as potentially giving insight into their personal experiences to help guide and inspire the younger generations. An aspect that could be further explored is relationships with Fashion Communication courses across the nation; this could potentially lead to events within the universities, experience talks and building a connection with the target clients nationally as a marketing tool.

:OUTCOME To conclude, â&#x20AC;&#x153;the fashion business is a much larger and broader industry than simply fashion design: each individual role is an important contribution. There are opportunities in fashion communication, product sourcing, supply chain management, marketing and entrepreneurialismâ&#x20AC;? (Susan Dillon, 2012: P164). This highlights the opportunity that exists and is needed for students, graduates and professionals to network within the fashion industry. After thorough research with students, graduates and professionals it has become apparent that the concept holds strong potential to be a successful networking website. The network can become a contributing factor to students and graduates pursuing their dream careers and can provide jobs and opportunities, which combats the current state of unemployment.

‘THE FASHION BUSINESS IS A MUCH LARGER AND BROADER INDUSTRY THAN SIMPLY FASHION DESIGN’ - Susan Dillon, The Fundamentals of Fashion Management Word Count: 3,884

:REFERENCES IN TEXT Joan Johnston (2012). Fashion Communication 2012. Northumbria University: Northumbria University Design School. P1-2. Virginia Grose (2012). Basics Fashion Management 01 Concept to Customer. Switzerland: AVA Publishing SA. P164. Virginia Grose (2012). Basics Fashion Management 01 Concept to Customer. Switzerland: AVA Publishing SA. P15. N/A. (N/A). Fashion Communication. Available: http://www.northumbria.ac.uk/sd/academic/scd/study/undergraduate/fc/courseinfofc/?view=Standard. Last accessed 20th December 2012. Susan Dillon (2012). The Fundamentals of Fashion Management. Switzerland: AVA Publishing SA. P80. Susan Dillon (2012). The Fundamentals of Fashion Management. Switzerland: AVA Publishing SA. P80. Daily Mail Reporter. (Oct 2012). Children will live in in shadow of economic crisis for a â&#x20AC;&#x2DC;long timeâ&#x20AC;&#x2122;, says Bank of England Sir Mervyn King Read more: http://www.dailymail. co.uk/news/article-2222196/My-fears-children-shadow-economic. Available: http://www.dailymail.co.uk/news/article-2222196/My-fears-children-shadoweconomic-crisis-Sir-Mervyn-King.html. Last accessed 28th December 2012. Fashion Communication Student Survey: http://www.surveymonkey.com/s/PRJTRL5 Fashion Communication Graduate Survey: http://www.surveymonkey.com/s/MGQJ3CT N/A. (N/A). Networking. Available: http://dictionary.reference.com/browse/networking. Last accessed 28th December 2012. N/A. (2010). Mass Mingling . Available: http://www.trendwatching.com/trends/massmingling/. Last accessed Nov 2010. Nishma Robb. (Dec 2012). A Year of digital maturity. In: Caroline Nodder Drapers The Fashion Business. London: Drapers. P24.

Interview with Marina Louca, Market Executive at Holler PR, London Interview with Naomi Shedden, Trend Researcher at Trend Bible, Newcastle Interview with Sara Ragan, Public Relation at Garage PR, Newcastle Interview with Sandra Tang, Event Coordinator at NE1 Newcastle Fashion Week, Newcastle Susan Dillon (2012). The Fundamentals of Fashion Management. Switzerland: AVA Publishing SA. P164. :Images www.tumblr.com Personal Tumblr account - www.snapindex.com

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