FASHION BUYING 20/21
1
CONTENTS
2
INTRODUCTION PAGE 4-5 PLACEMENTS PAGE 6-7 DISSERTATION CAITLIN FRENCH PAGE 8 TEXTINCTION EXHIBITION PAGE 9 FASHION BUYING WITH DESIGN GABRIEL NWENWU PAGE 8 CHLOE WARD PAGE 9 AASIYAH PATEL PAGE 10 PAULINA GOLOVASOUAITE PAGE 11 GEORGIA-MAY DOBSON PAGE 12 EMILY SLY PAGE 13 KATIE SCHOLEFIELD PAGE 14 TEYA CABRAS PAGE 15 JEMIMA JACOB PAGE 16 SKYE COSTON PAGE 17 MILLIE NEWSON PAGE 18 PHOEBE FUNG PAGE 19 FASHION BUYING WITH MERCHANDISING ANNABELLE BROUGHTON PAGE 21 FASHION BUYING WITH MARKETING ROSIE HAYMES PAGE 28 RACHEL GROCOCK-MATTS PAGE 29 NATALIE PRITCHARD PAGE 30 LEAH GILES PAGE 31 HANNAH BASNETT PAGE 32 FAITH MIYARE PAGE 33 ELEANOR BATTEN PAGE 34 ABBIE WILLIAMS PAGE 35 AIMEE CULVERHOUSE PAGE 36 DISSERTATION CAITLIN FRENCH PAGE 37 PLACEMENTS PAGE 38-39 TEXTINCTION EXHIBITION PAGE 40-41
3
INTRODUCTION The Fashion Buying programme nurtures student progression through one of four pathways, leading to graduate roles in areas such as buying, commercial fashion design, merchandising, or technical development, and further study or research. Strong connections to industry professionals and the experienced staff team ensure students remain current in learning about our global fast moving industry, ensuring students can adapt to future facing issues, such as the Covid 19 pandemic. Emerging from what we hope to be the worst of the pandemic, 2020/21 has still remained a positive year for student opportunities, with many external client projects, competitions and work experience. This brochure presents some of the work from the Fashion Buying students. For further information on our programme please take a look at our website by using the QR codes below:
Fashion Buying with Marketing BA (Hons)
4
Fashion Buying with Design BA (Hons)
Fashion Buying with Merchandising BA (Hons)
Fashion Buying with Product Development BA (Hons)
5
FASHION BUYING WITH DESIGN
6
7
I N G I
GABRIEL NWENWU
INAL OUTFIT
RE-EDIT is a high end urban street style, sustainable brand that caters for both men and women. As a modern brand, it is important to keep to date with the world today and its social normalities. This brand is for both male and female however this particular collection is a womenswear collection. In future RE-EDIT will refrain from categorising collections into genders as we believe clothing has no gender and you can wear what you want no matter your gender.
N G N I S IG S N E D IG S E D
8
I E D ES D I S E D
CHLOE WARD The concept for ‘Chloë Elizabeth Petite’ is to create an own brand for the ‘Petite’ market. This Brand is hypothetically proposed to launch as a collaboration with Zara to, introduce petite clothing into their stores, which they currently do not offer. 40% of the population are under 5”4. This indicates a need for a brand like this on the market. After intensive research and surveys, a niche in the market was found for stylish, on-trend, petite pieces with a reasonable price tag. Therefore, the aim is to produce a range of clothing consisting of Casual, Smart and loungewear which is stylish, fashionable and fit for a petite wearer. The range will be similar to those currently in Zara with high quality fabrics and a neutral colour palette.
Outfits:
E L I Z A B E T H
I L E B A Z H T E
Rouched Back Vest T-shirt 70% cotton, 30% polyester £19.99
Knit Top with Shoulder pads
Ribbed Midi Dress
High Neck Halter Bodysuit
100% Recycled Polyester
Rouched Waist Utilty Jumpsuit
96% polyamide, 4% elastane
£25.99
98% Cotton, 2% Polyester
£19.99
52% cotton, 45% polyester, 3% elastane
Asymetric Rouched Bodysuit 95% cotton, 5% elastane £27.99
£59.99
£25.99
Frill Seam Detailling Blouse 100% Cotton Rouched Waist T-Shirt Dress
65% polyester, 34% wool, 1% elastane
Shearling: 100% Recycled Polyester Woven: 68% polyester, 29% viscose, 3% elastane
Boyfriend fit Rouched back Blazer
Reversible Shearling Coat
Bustier Cropped Long Sleeve Top
£19.99
82% Cotton, 18% Polyester
£79.99
£19.99
74% polyester, 23% viscose, 3% elastane £109.99
£19.99
Knit Vest with Detachable Sleeves 74% polyester, 20% acrylic, 6% wool Knit Lounge Shorts
£37.99
£27.99
65% lyocell, 24% cotton, 11% linen
£27.99 Tie-Cuff Pocket Detail Joggers
£25.99
Base Fabric: 100% polyester Coating: 100% polyurethane
98% viscose, 2% elastane
Split Hem faux leather trousers
Asymetric Watercolour Satin Midi skirt
£25.99
50% nylon, 42% viscose, 8% wool
Z2021 SLIM Straight Ripped Jeans 98% cotton, 2% elastane £27.99
Straight Leg Knit Lounge Trousers
Knit Lounge Hoodie with Detachable sleeves
50% nylon, 42% viscose, 8% wool
50% nylon, 42% viscose, 8% wool
£29.99
£29.99
EXCLUSIVE TO
9
ILLUSTRATIONS AASIYAH PATEL THE MINIMAL BRIDE
My Final Major Project was hugely influenced by the ‘Micro Wedding Trend’ that evolved from the pandemic. Weddings became more straight forward and simple with more emphasis on convenience and Brides having to settle for whatever they could get their hands on. It was for this reason I saw a gap in the market for Next to meet the needs of those brides looking for a wedding dress off the High Street. The reason why I chose Next as my retailer for this collection was because, they already provide an excellent range of occasion wear for both men and women. Therefore, in my eyes, a bridal range exclusive to Next was simply a missing puzzle piece for the retailer.
ILLUSTRATIONS THE MODERN BRIDE
10
PAULINA GOLOVASOUAITE Daelunn is a collection inspired by Egyptian history, yet focussed on the future, with sustainability at the forefront. Using recycled fabrics and natural cottons and silks this appropriately named ‘Opulent Scent of Ancient Egypt’ range offers distinctive, detailed styling. Designer Paulina has ensured that quality, dramatic design and sustainability are embedded with the brand; but make no mistake, the Daelunn woman wants to be noticed.
11
GEORGIA-MAY DOBSON My Final Major Project was to design a capsule collection, My chosen retailer was for Zara, Childrenswear AW 21/22. A gender neutral commercial collection with a range of garments offering multifunctional use, mix and match outfit options for both genders. Using varied techniques and applications with subtle playful prints and fun embellishments. High mquality fabrics with the use of sustainable raw materials, providing comfort and easy wear with an increasing positive drive for reuse and upcycling.
12
AR NSWE ILDRE H E C E E W K H HION FOR T STED DUATE FAS I L T R RA SHO D AT G AWAR
EMILY SLY This collection is for Lazy Oaf Womenswear Autumn Winter 2021. Fun and colourful winter wear to fuel post pandemic escapism. Having always loved the psychology behind colour theory and how much clothing can impact a person mentally, this collection aims to be fun, eccentric and borderline childish; it’s about wearing what you want to wear, simply because it makes you happy.
13
KATIE SCHOLEFIELD The preservation of a future within a culture of indulgence. RUNE is a brand that prides itself on staying true to the company’s namesake, considering the impacts of each design decision on the future. It would be impossible to maintain this brand ethos without adapting to the aftermath of the current pandemic, and how this would affect consumerism. Realistically, outsourcing through secondary sources is controversial when it comes to ensuring 100% transparency and guaranteed ethical practices from suppliers. Amendments to the original brand remit were necessary to create fully realised designs, whilst maintaining sustainable production. Overall, the changes to the brand, even within a pandemic, have not altered the biodegradable impact in the future for these designs. The range has been altered to suit drop collections which will fuel the fast fashion narrative of the modern customer, without the waste. The biodegradability of each design appeals to the conscious consumer.
PRiNTED OVERSHiRT
LiNEN BLAZER
100% LiNEN OUTER SHELL, 100% SiLK PANELS
100% LiNEN OUTER SHELL, 100% SiLK LiNiNG
£63.00
£98.00
BUTTON TANK TOP 100% ORGANiC COTTON
RE
ER ER ER ER
HALTER KNiT DRESS
100% ORGANiC COTTON WiTH A JACQUARD KNiT PATTERN
Magnolia, Symbolizes Femminine
ER
ER
R U N E
£23.00
B uty and Sp ng. Magnolia,
ER ER ER ER
100% SUSTAiNABLY SOURCED MARiNO WOOL
Symbolizes Feminine B uty
ER ER
RE
RE
RE RE
SCOOP BRALET
and Sp ng. Magnolia, Symbolizes
ER ER ER ER
RE
£27.00
Feminine B uty and
ER
RE RE RE
RE
£82.00
KNiTTED TROUSERS
ER
RE
ER
RE
100% COTTON LOOSE KNiT
ER
RE
£38.00
ER
RE
ER
RE
RE
ER
DENiM MiNi-DRESS
100% ORGANiC COTTON MADE WiTH WATERLESS DENiM
£98.00
ER
OFF-SHOULDER BODYSUiT
80% ORGANiC COTTON, 11% ORGANiC SiLK, 9% RECYCLED CASHMERE
RUNE
14
gnolia lle Ma
ion
RE
The
£43.00
FLORAL SCARF TOP 100% SiLK NATURALLY PRiNTED AND DYED
£98.00
TEYA CABRAS 65
Y2K2U is planned as an exciting collaboration between Urban Outfitters and Depop. The concept is to launch a 90’s inspired collection with sustainable credentials. The range is targeted at the ‘Rebel Youth’ Urban Outfitters customer. This woman is not afraid to be bold with print, pattern and colour. There is a broad base of silhouettes potentializing mix & match opportunities for the customer. A casual story in which 90’s graphics take centre stage and include tattoo prints and slogan tees. Low rise waistbands are a common feature, as is splicing and crochet. This range is proposed to be featured on popular model and influencer Mathilde Mellor, who has a following of over 35,000 followers on Instagram.
18
19
32
33
Y2K2U Printed cut out Crop top £26.00 Cotton
Y2K2U Crochet wasitcoat Tank £46.00 Wool
Y2K2U Y2K Printed Logo Slip Dress £44.00 Cotton Poly Spandex blend
Y2K2U Low rise Denim Mini Skirt £36.00 Denim
Y2K2U Logo Vest £16.00 Organic Cotton
Y2K2U Crochet Bra top £32.00 Wool
Y2K2U Crochet Skirt £36.00 Wool
Y2K2U Logo Angel wings Bucket Hat £22.00 Cotton Y2K2U Low-rise cut-out Trousers £32.00 Cotton
Midi Skirt £36.00 Polyester
15
JEMIMA JACOB Driven by a love of exploring the power of fashion, The theme of sartorial streetwear carries more than just aesthetic value. Similar to the young British and Carribbean lads that used music and clothes to react to migration, assymilation and the bumps in between. The ‘Post’ collection is an illustration of that coping mechanism. The range reacts to 2020’s reminders of racial injustice. An intentional nod to the impact of 2tone ska, a small but mighty example of racial cohesion. Using particular patterns and fabrics like two tone mohair, not only embody the attitudes of these young peacocks, but is an emblem to their era & their effect. ‘Post’ is also a reaction to our new normal. The blurred lines of work and homewear have created an extremely increasing demand for transitional garments to serve the new conscious consumer. Saturated graphic hues are married with workwear greys and industrial khakis. Workwear no longer has to be constricted and boring.
post menswear . a/W 21/22 COLLECTION
T POS
the striped top
THE vespa graphic
post
£70 Body : Lycra Loopback 230 gsmLow Pill Viscose Lycra 4x1 Cotton Ribbed Cuffs and Hem Vinyl Branded Printing Rubber Logo Printing Satin Woven Branded Label & Care Label
VESPA 50 -1963-
post made in britain
m
£70 Body : Organic Cotton 2x1 Cotton Ribbed Cuffs and Hem Branded Embroidery : 100% Cotton Thread Satin Woven Branded Label & Care Label
POST
x odeal MENSWEAR . A/W 21/22
the two tone bum freezer
POST
w/Flat fold feature
post
£200 Body :55% POLYESTER / 35% WOOL / 10% MOHAIR Lining & Pockets : 100% Polyester Branded Yoke : Sublimation Printed 100% Cotton Twill 2x1 Cotton Ribbed Cuffs and Hem Branded Embroidery : 100% Cotton Thread Plastic Nylon Zip: ZP16 Engraved Recycled Steel Press Studs Satin Woven Branded Label & Care Label
made in britain
m
post
THE GRAPHIC SWEAT SET post made in britain
m
THE graphic hoodie post made in britain
m
THE knitted polo £120 Body : 55% wool, 20% polyester, 13% polyacrylic, 12% polyester 4x1 Cotton Ribbed Cuffs and Hem ZP18 Aluminium Zip with Branded Zip Pull 100% Organic Cotton Drawstring 1x1 Cotton Ribbed Collar and Zip Stand Satin Woven Branded Label & Care Label
post
post
post
£135 Body : 100% 425GMS loopback jersey cotton Contrast Hood: 75% Cotton , 25 % Polyester ZP18 Aluminium Zip Khaki RL04 PVC Label 100% Organic Cotton Thread 4x1 Cotton Ribbed Cuffs and Hem Band Satin Woven Branded Label & Care Label
POST
post
THE graphic JOGGING BOTTOMS
POST
£145 Body : 100% 425GMS loopback jersey cotton with Sublimation Print and Vinyl Branding Contrast Hood: 75% Cotton , 25 % Polyester ZP18 Aluminium Zip Khaki RL04 PVC Label 100% Nylon 3D Pocket 4x1 Cotton Ribbed Cuffs Satin Woven Branded Label & Care Label post made in britain
m
the chess club overshirt p
st o
ACRYLIC MOHAIR JUMPER W/TONAL TIPPING
XXXX
£80 Body and Cuffs : 46% mohair, 37% silk, 17% polyester Contrast Hood: 75% Cotton , 25 % Polyester
£85 Body :100% Organic Cotton, Twill Denim Inner Contrast Pockets: 100% Cotton Vinyl Graphic Print 100% Plastic Buttons Satin Woven Branded Label & Care Label
post made in britain
m
Embroidered Cotton Twill Tab : 75% Cotton , 25% Polyester & 100% Organic Cotton Thread
Satin Woven Branded Label & Care Label
cock P ea tHE
chess clu
b
16
SKYE COSTON Biocryptic is a new direction for Jaded London in which designer Skye Coston has developed a unisex collection reflecting the movement towards more gender-neutral products within the fashion industry. The aim is to explore the role of identity by removingWater defined your plants and masculine andvow feminine associations. to be more sustainable. Join us on our This collectionmission is inspired by the wonders to do more for the planet of the planet and natural imagery such as Biomimicry and Cryptic Relatable caption Coloration which describes the way in which animals, design and people can mimic their environment to create new forms of pattern. This new collection aims to levitate and improve the brand’s reputation with powerful longer lasting designs, made in sustainable fabrics.
Hi Neautrals 1.0 meet your new best friend, Neutrals 2.0
Icon = Second interview being viewed Enagaging caption
CA OUS, YASMIN W
17
MILLIE NEWSON The ‘Groovy Baby’ collection is an experience, a modern, retro clash of brightly coloured designs and groovy patterns. The collection theme stemmed from the current ‘IT Girl’ and ‘Main Character’ movement on social media, an idea that you make your life like a movie and wardrobe is a large portion of this concept. Dressing to feel good and look good was a huge part of the ‘Groovy Baby’ collection, feeling good is often paired with comfy clothes, ‘Groovy Baby’ took this into account and created clothing that is suitable for those down days, when a little pick me up is needed. GANNI is a signature brand for exciting and full of life designs, creating a personality out of the colours, fabrics, silhouettes and basically just creating something different, GANNI was an easy choice for ‘Groovy Baby’ due to its unique outlook on fashion and wardrobe.
Frill Collar puff sleeve shirt GB008 100% Certified Organic Cotton £235
Technical Flats GB010 100% Recycled Polyester £235
‘Groovy Baby’ Nascar Jacket GB007 Main Body - 100% Recycled Leather Lining - 100% Recycled Polyester £421
GB003 100% Recycled Polyester £165
Embroidery Blue Bleach Wash Denim Boyfriend Jeans GB006 100% Certified Organic Cotton £210
Vanilla Corduroy Flare Trousers GB016 100% Recycled Oraganic Cotton £250
A line Deep V neck Midi Dress GB009 100% Certified Organic Cotton £204
Forest Green Velvet Feel Jumpsuit with Pearl Buttons GB011 75% GOTS Certified Cotton, 23% Recycled Polyester, 2% Elastane £305
Fur Trim Suede Coat with ‘Groovy Baby’ lining GB001 main body - 100% Recycled Polyester Suede Lining - 100% recycled Polyester Satin Cuffs, Collar & Bottom Sheered Mongolian Sheeps wool £310
Cashmere Deep V neck jumper with ribbed bottom GB004 100% Cshmere £295
18
‘Groovy Baby’ Baby Tee GB013 100% Recycled Organic Cotton £67
Orange Swirl Straight leg trousers with high waist GB002 100% Certified Organic Cotton £124
‘G’ Fine Knit Roll Neck with G Embroidery GB017 100% Recycled Organic Cotton £165
Knitted Deep Vneck Vest with ribbing GB014 100% Recycled UK Wool £125
Sqwiggle Detail Polo Top with Short sleeves in Contrasting Pinks GB005 100% Recycled Organic Cotton £165
Maxi Satin Pleated Skirt with elasticated waist GB012 100% Recycled Polyester Satin £198
PHOEBE FUNG
Butterfly button organza shirt £60 polyester100% Contrast crop knit top £45 Alpaca blend knit Alpaca52% polyamide45% elastane3%
Butterfly floral printed strap top £35 Lyocell91% elastane9%
Butterfly ribbed fit mini dress £65 Ecovero viscose viscose91% polyamide8% elastane1%
Dream elastic waistband relaxed trousers £75 Cupro viscose blend and organza cupro60% viscose 40% polyester100%
oversized butterfly button contrast cardigan £85 Organic cotton94% elastane5% polyamide1%
Tiered asymmetric ruffle midi skirt £85 Crepe organic cotton100%
Ruffled collar layered sleeve blouse £65 viscose100% chiffon
Butterfly crop top £45 Shell: Lyocell100% lininig: cotton 100%
Ruffled detail structured single breasted blazer £95 Wool blend Polyester65% viscose24% wool6% elastane5% lining polyester100%
Wrap butterfly mini skirt £55 Shell: Lyocell100% lininig: cotton 100%
Puff sleeve dream midi dress £95 Tencel Lyocell Lyocell77% Cotton23% organza: 100%polyester
Crinkled butterfly statement collar blouse £65 Organic Cotton crepe Cotton56% polyester24% organza layer polyester100%
Relaxed shorts with printed patchwork £65 Organic Cotton linen blend Cotton73% linen27% pocket cotton100%
Ruffled front slit trousers £85 Satin twill Polyester64% viscose16% Wool18%
Paisley and flower lace layered skirt £79 Lace: Organic Cotton65% polyester35% Satin: Viscose100%
19
FASHION BUYING WITH MERCHANDISING
20
ANNABELLE BROUGHTON This is a selection pack for the retailer Zara, containing the 2021 jeans spring/summer range for UK stores. Zara is part of the Inditex family who are the largest fashion retailers. The main influencing trading factor to take into consideration for the range is the Global Pandemic. Due to the conscious consumer, Zara has implemented more sustainable fabrics for the spring/summer range to keep loyal consumers and compete with Zara’s core competitors (H&M, Topshop, ASOS and Mango). The sustainability focus runs throughout the spring/summer range, this has increased the budget by 9.2% this year versus last year (TY VS LY). Furthermore, new size opportunities and an increase in product mix compared to last years range has meant a growth in the budget for 2021. Due to these new implements the average selling price (SP) has also increased by 11% in spring and 19% in summer compared to last year’s average selling price. For both the spring and summer range the new selling entry price starts at £19.99 and exists at £29.99. The factor of the trading influences discussed above, and the key sustainable trend messages are also a consideration for this year’s budget and increased selling prices.
21
FASHION BUYING WITH MARKETING
22
23
ROSIE HAYMES
WINNER O
F THE ALA STAIR MA RKETING MENTOR A WARD
AllSaints has always been tied to its roots in London; the name of its founding place ‘Spitalfields’ used throughout their branding. The stores’ distinctive look of exposed brick and steel beams has the feel of an old London warehouse. To this day, the brand’s headquarters are located in the heart of East London. Characterised by distressed pieces and sepia-tones. The brand’s style is distinctive and well-known for their draped jerseys, skinny jeans, and iconic biker jackets. However, sluggish sales over the past decade suggest that AllSaints has struggled to retain interest and popularity from consumers. A marketing plan is necessary to re-engage customers, drive sales, and return AllSaints to its status as a cult fashion brand.
24
RACHEL GROCOCK-MATTS Boohoo is a pureplay, fast fashion retailer which has speed and agility at the core of its business model. It is part of Boohoo PLC, the umbrella company who also own competitors Pretty Little Thing and Miss Pap. The brands situation analysis has been researched into to then propose strategies to take the business forward focussing on people and the planet. Strategies proposed include; creating more sustainable ranges, implementing a re-sell platform, pop up stores and increasing personalisation for customers.
Sponsored Posts
Affiliate Links
These are posts on an influencer social media, which they are paid
Affiliate links are when an influencer can earn commission from
to post by a brand. The brand
every purchase made via a link they share with their followers. The
or the influencer can create the
influencer can be paid in three ways, pay per click, pay per sale and
content. (Influencer Marketing
pay per lead. (Enfroy, 2020) (Appendice 28) Pay per click will be
Hub, 2020) For this strategy,
the most beneficial for this strategy, as the consumer has to invest
Venetia will create the content
before the affiliate earns commission, which ensures Boohoo get
to ensure its organic and it will
their return on investment. (Enfroy, 2020)
be through her Instagram and Podcast, as they are her biggest #AD Paid partnership with boohoo
#AD Paid partnership with boohoo
platforms.
86.
87.
25
NATALIE PRITCHARD This marketing audit will focus on the brand Jack Wills. The brand has been throughly researched on how it is behaving in the current climate. Using the findings, four new marketing strategies have been suggested to increase profitability, sales, and popularity. The implementable strategies include collaborations, improving brand transparency and technological shopping experience.
26
ION FOR THE FASH SHORTLISTED UATE AD GR AT D AR MARKETING AW WEEK FASHION
LEAH GILES This marketing audit investigates the cause of Burberry’s loss of market share and proposes strategies to improve their brand positioning to increase profitability with strategies including; sustainability, technology, body diversity and inclusivity.
27
HANNAH BASNETT This marketing plan will analyse the struggle the British Heart Foundation faces as a charitable organisation affected by Covid 19 looking into implementing strategies to improve its sales performance.
28
FINALIST FO R THE FAS MARKETIN HION G AWARD AT GRADU ATE FASHION W EEK
FAITH MIYARE This marketing plan searches into Hugo Boss and how the brand can continue to remain agile in a post covid retail climate. Strategies are proposed focus on product diversification by launching new products and collaborations.
29
ELEANOR BATTEN
This marketing plan thoroughly analyses Victoria’s Secret UK to determine how the brand is performing in the current financial climate. It identifies opportunities for the UK leg of the company. The aim of this report is to provide strategic direction for 2021 and 2022. In order to make the brand current and modern. Marketing strategies have been recommended to improve the brand image, along with the utillisation of social media influencers. This will help to align Victoria’s Secret with its competitors. To bring profit a loyalty app should be launched and QR codes used as calls to action. As consumers become increasingly more conscious, the strategies will see sustainability at the forefront. Over two years, Victoria’s Secret will be rebranded to meet the consumer needs of today.
30
ABBIE WILLIAMS This marketing plan assesses the current situation of River Island. New marketing objectives and strategies are proposed to improve the range post Covid-19 and improve River Island’s reputation and financial status.
31
AIMEE CULVERHOUSE
This marketing plan researched into Primark and the problems it faced during Covid-19, due to the business not having an online platform. Strategies were proposed to implement online sales channels, an area which the brand currently does not have.
Product Offerings
Online experience
34
33
Strategy one:
Features of Primark's online presence
377
KPI’s:
Strategy Five:
Objective: Campaign one:
Reason: Campaign Two:
Challenges & Risks:
Reason:
integrate ecommerce sales via:
67
32
KPI’s:
81
“
” 82
CAITLIN FRENCH
Students’ from the marketing and merchandising pathway have to carry out their major project dissertation throughout their final year. Students’ have the opportunity to research in depth into a fashion related topic of interest. Shown below is Caitlin French’s abstract for her dissertation that researches into the education of sustainability in the fashion industry to reduce consumerism.
Is Sustainability Education the Solution to Excessive Consumerism? An Account of the Project Work Carried Out for the Degree of Abstract BA (Hons) Fashion Buying with Marketing The normalisation of excessive consumption among young fast fashion consumers
Under the Supervision of
can be seen throughout social Dr media, with the rise of influencers promoting a Annette Crisp
lifestyle in which buying more makes you feel good. This tie of positive self-image to consumption is leading the fashion industry into an environmental disaster, in which today’s throw-away consumption culture accumulates masses of unsustainable
By Caitlin French
waste. This study explores the rise of excessive consumption among 18-25-yearold’s and assesses how increased sustainability awareness may encourage consumers to adopt more sustainable methods of Humanities shopping. Faculty of Art, Design and
De of Montfort University, The secondary research this project formed an Leicester extensive base knowledge of
2021presented within the existing literature. existing theories and patterns that April have been This was essential to understand the fast fashion consumer and their purchasing motivations, and the complex role influencers play in this. Current literature illustrated fast fashion consumers as uninterested in green shopping behaviours and acknowledged the promotion of a throw-away culture from influencers as one of the main causes of this.
A mixed method approach to primary data collection investigated both consumers’ and influencers current consumption habits alongside their ethical and sustainable beliefs. This was conducted interviews, questionnaires Copyrightthrough De Montfort University 2021and focus groups to gather extensive results. The main findings of this study highlighted the importance of sustainable education when encouraging 18-25-year-olds to shop more sustainably. This offered a contrasting evidence to existing literature attitudes towards fast fashion consumers. This research presented that fast-fashion consumers are aware and interested in the climate crisis yet lack the education and awareness to make more sustainable choices while shopping. By targeting this age group within education and marketing campaigns, a societal change in current shopping behaviours can be adopted. The support of macro and micro-influencers in promoting more sustainable methods of consuming would accelerate this through to mainstream markets.
33 ii
Student work is very much focused on the UN sustainable development goals. Strong links with industry bring in speakers and opportunites for students to build their network during their study. The T-Extinction project enabled students and staff from Fashion Buying to work together to discuss sustainabilty issues and form ideas to raise awareness through the co-creation of the following images. In order: Chelsea Hayfield; Caitlin Pincher;
Marketing
34
Emily Baines; Carolyn Hardaker; Victoria Self;
Tilda Erikson.
35
PLACEMENTS FOR 21/22 “Hi, I’m Sofia. I have secured a design placement at Boohoo for this year. The Design pathway has helped me prepare for this, with the work from my brand licence project, modelled by me. Fashion Buying has been challenging yet rewarding. The course has allowed me to be active as a student representative and instrumental in setting up the Fashion Buying Society on Instagram. Study at DMU allows you to have a voice in your studies. The staff are amazing, supportive, and introduce you to industry professionals, so that learning is placed in context.”
36
PLACEMENTS FROM 19/20 Leah Giles returned for her final year this year after carrying out a years placement at Gymshark HQ as a Creative Intern. Leah gained lots of varied experience within the business from designing parts of the range to being involved in photoshoots.
37
38
