megan tan// portfolio
contents
4.
2. 1.
Weekday
PASS cosmetics
- An expansion in to the UK market, final year report
- A rebrand of Seventeen cosmetics - live project with Boots
the future of luxury online - Final project idea of and the
year research exploring the luxury fashion internet
everything else - What is Beauty photoshoot - Wearable technology magazine article - Spring/Summer 2012 trend report - Autumn/Winter 2014 trend presentation
Weekday An expansion into the UK market A marketing strategy for Swedish brand Weekday to enter the UK market through its first physical store
Weekday
This was a final year project in the form of a report with two creative outcomes alongside. A marketing strategy was created for the swedish brand Weekday to successfully enter the UK market. A full marketing audit was completed to find the gap in the market, position the brand in the UK and analyse its competitors. Promotional and marketing tools have been suggested for the pre during and after cycle. Two creative outcomes of a lookbook and a mock up of the instore interior have been created to go alongside the main report.
Weekday is a progressive retail store concept. Weekday offers creative fashion at an affordable price and genuinely believes that bold ideas and a humble attitude is the way forward.
Initial research
consumer research
promotional tools
Promotional materials were mocked up and placed in different locations in response to the consumers day in the life so that they could be appropriately targeted. This was all done through offline platforms.
magazine advertising
These are examples of how my Weekday advertising materials would look in the appropriate magazines, positioned alongside brands with similar design aesthetics.
social media
photoshoot inspiration
final photographs
creative outcome - lookbook
Store launch
weekday the wait is over
you are officially invited to The exclusive launch of our first uk store and official pre party for the secret garden party festival be the first to shop the greatly anticipated weekday x acne collaboration
MTWTFSS Join us on friday 29th july 2015 for a night of music, drinks, live art and an exclusive 25% off the collection main stage hosted by bonobo 98 commercial street Shoreditch london e1 6bj
creative outcome - Store interior
PASS cosmetics; a rebrand of seventeen Sections of a visual portfolio designed to completely rejuvinate Seventeen cosmetics and appeal to an older target market.
seventeen
This was an ongoing live project with Boots. We were given the task to rebrand Seventeen cosmetics to appeal to an older target market of 25 - 35 year olds. This was carried out through extensive reseach in the first half of the project in order to find out what it is that this consumer wants. This then lead on to the creation of PASS cosmetics, including a new brand ethos, new products, packaging, display as well as ideas for a launch event and strategies to implement after the initial launch.
New brand ethos
Packaging research/inspiration
new packaging
collaboration
in store display
augmented reality
launch day
A trend focused tent in city centres with different sections of the tent reflecting current beauty trends, apparent through make up stations, nail bars, food and drink
advertising campaign
future advertising
The future campaign will be inclusive of PASS consumers, allowin them to upload images from the in store augmented reality mirror to become the future face of PASS. Interactive 3D augmented reality mirrors used for advertising at bus stops, where people can try the technology out.
after launch
The Future of Luxury fashion online Research report exploring the ideas of luxury fashion becoming too accessible through the internet
luxury online
This was a final year research report around the idea of luxury fashion becoming too accessible with its fairly recent online presence. There has been much debate around the idea of accessibility vs exclusivity in regards to luxury fashion, internet retailing and social media. Research was initially carried out in order to find out about the rise of technology and consumers usage, before looking at how luxury brands were successfully using digital platforms. This went on to define a new luxury consumer before suggesting two strategic outcomes that brands could use in order to utilise digital platforms effectively and appeal to the new consumer.
everything else A selection of work from my first and second year at university
This is a selection of my work from first and second year which include a range of different briefs, ranging from photoshoots, to fashion writing and trend forecasting. - Photoshoot based upon the idea of “What is beauty?’. - Magazine article based upon wearable technologies - Spring Summer 2012 trend analysis booklet - A group trend presentation
What is beauty photoshoot
The brief was to carry out a photoshoot based on the theme ‘What is Beauty?’. We looked at the idea of androgyny and how it related to different notions of beauty. The main question we wanted to explore is why should gender be beauty defined.
Spring/summer 2012 trend analysis booklet
trend presentation A/W 2013/14
For this brief we had to identify trends within VM & in-store trends, creative direction, print/graphic and sportswear or menswear. We chose the brand Puma and considered how they could appropriately incorporate some of these trends in to their visual merchandising, in store environment, advertising and clothing/footwear.