INTRODUCTION

The aim of this book is to explain and analyse the journey I have taken throughout my work from Brand Me, 360 and beyond to reach my final FMP outcome. This is the first of a two part journey book that exhibits my choices and influences and the ideas I have taken from my 360 campaign that have informed my Final Major Project. The essence of this project from my 360 campaign is to repair the disconnect between Chanel and Gen Z consumers, creating a new emotional connection based on renewed experience informing long-lasting relationships between luxury brands and an evolving consumer. Despite the changes that have incurred within my campaign I will outline in this book, these values have remained integral to the success of this concept.