Fashion Portfolio 2017 by Mhairi McDowall

MHAIRI MCDOWALL PORTFOLIO

MHAIRI MCDOWALL

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STYLING | 04

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DESIGN | 18

FASHION CONCEPTS & COMMUNICATION

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PACKAGING | 36

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MARKETING & PROMOTION | 40

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PERSONAL AND PROFESSIONAL & EXTENDED PRACTICE

STYLING COLLABORATIVE WORK

STYLING BY MHAIRI MCDOWALL PHOTOGRAPHY BY AMELIA LONSDALE, ASH RENSHAW, HARRISON FRANCE

AWAKENING THE GARMENTS FOR THIS SHOOT, COMBINED WITH THE SLICK HAIRSTYLE AND MINIMAL MAKE-UP, HAS RESULTED IN A SERIES OF PHOTOGRAPHS THAT ARE CLEAN AND FUTURISTIC LOOKING. THE BRIEF FOR THIS PHOTOSHOOT WAS TO CAPTURE ‘AWAKENING’. THIS IS REPRESENTED BY THE GROWTH OF PLANTS AND THE INNOCENCE AND CURIOSITY OF THE MODEL. PHOTOGRAPHER: ASH RENSHAW MODEL: GIORGIA GAFFARRI CLOTHING: ZARA

GENDER NEUTRAL

FOR THIS PHOTOSHOOT, I SOURCED GENDER-NEUTRAL STYLE CLOTHING. THE CLOTHING STYLE IS OVERSIZED, STRUCTURED AND MONOCHROME. THIS PHOTOSHOOT INFLUENCED MY EXTENDED PRACTICE PROJECT - NAL YAE SPRING/SUMMER 2017 COLLECTION. FOR THE COLLECTION, I HAVE RETAINED A SIMILAR AESTHETIC AND MY PRODUCTS ARE UNISEX.

SUITABLE FOR ALL GENDERS

PHOTOGRAPHER: ASH RENSHAW MODELS: ELLIE RIORDAN & RUSLANS ANDERSON CLOTHING: ASOS, MARKS & SPENCERS, ZARA

SCULPTED THIS BRIEF FOR THIS SHOOT WAS TO SHOWCASE CUTTING EDGE TRENDS FOR SPRING/SUMMER 2017 AND CREATE A STRONG, HIGH FASHION EDITORIAL LOOK. THE COLOUR PALETTE CONSISTED OF BLUE, GREY, YELLOW AND WHITE. THE YELLOW BACKDROP HAS BEEN CREATED BY TEARING, CRUSHING AND SCULPTING, RECYCLED PAPER, GIVING THE IMAGES A CONTEMPOARY ART LOOK. PHOTOGRAPHER: ASH RENSHAW MODEL: DREW GREGORY CLOTHING: MANGO

NAL YAE SPRING/SUMMER 2017 LOCATION SHOOT MOODBOARD THIS MOODBOARD CAPTURES THE ESSENCE OF WHAT WAS ULTIMATELY ACHIEVED THROUGH MY PHOTOSHOOT COLLABORATION WITH AMELIA LONDALE AND WILL CURTIS. THE PURPOSE OF THE PHOTOSHOOT WAS TO CREATE A FASHION CAMPAIGN FOR MY EXTENDED PRACTICE PROJECT. FOR THE PHOTOSHOOT, I ORGANISED THE PHOTOGRAPHER, VIDEOGRAPHER, MODEL, MAKE-UP ARTIST, HORSES AND CHOSE THE LOCATION. IN ADDITION, I WAS ALSO IN CHARGE OF THE OVERALL DIRECTION AND STYING. THE SHOOT WAS AT FORMBY BEACH, LIVERPOOL AND WAS INITIALLY INSPIRED BY THE WGSN SPRING/SUMMER 2018 ‘SLOW FUTURES’ TREND. IN PREPERATION FOR THE PHOTOSHOOT, I MADE SEVERAL MIRRORED PLINTHS THAT WERE USED AT THE SHOOT, IMAGE CREDITS: PCWALLART, WALLPAPER CAVE, TIM PETERSE, BENCE BAKONYI & SO REPRESENT

NAL YAE SPING/SUMMER 2017 CAMPAIGN

MODEL: FRANCESCA DEFTY PHOTOGRAPHER: AMELIA LONSDALE MAKE-UP ARTIST: MIA KEARNS CLOTHING & ACCESSORIES: MHAIRI MCDOWALL COLLECTION, TOPSHOP, ASOS, REISS, ZARA & MANGO

FOR THIS SHOOT, I CHOSE A MONOCHROME COLOUR PALETTE AND VOLUMINOUS, COUTURE-INSPIRED GARMENTS. MY FAVOURITE PIECE WAS THE DRAMATIC, FRILLED WHITE DRESS. I PICKED OUT THIS PIECE AS I KNEW THAT IT WOULD LOOK EFFECTIVE WHEN CAUGHT IN THE WIND ON THE BEACH. THESE GARMENTS CONTRASTED WITH THE OUTDOOR LOCATION AND THE HORSE GAVE A SENSE OF EXPLORATION AND ADVENTURE.

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CONTEXT OF PRACTICE 2 & EXTENDED PRACTICE

DESIGN LEATHER ACCESSORIES

STYLING, DESIGN & DIRECTION BY MHAIRI MCDOWALL PHOTOGRAPHY BY ASH RENSHAW & SCOTT SALT

CARP FISH CLUTCH BAG THE THEME FOR THIS PROJECT WAS SUSTAINABILITY. MY AIM WAS TO CREATE AN INNOVATIVE ACCESSORY THAT FEATURED ECO-FRIENDLY AND SUSTAINABLE MATERIALS. I CREATED A UNISEX BOX CLUTCH BAG, MADE FROM GREENCAST, 100% RECYCLED ACRYLIC, WITH PANELS OF CARP FISH SKIN LEATHER. I DEVELOPED MY IDEAS FROM PRIMARY AND SECONDARY RESEARCH; EXHIBITION REVIEWS, FASHION DESIGNER RESEARCH, SUSTAINABILITY RESEARCH, TREND RESEARCH AND COLOUR PALETTE RESEARCH. IN PARTICULAR, I HAVE BEEN INSPIRED BY THE HEPWORTH IN WAKEFIELD, THE PALAIS ROYAL IN PARIS, S/S16 CATWALK BAGS, CHARLOTTE OLYMPIA PANDORA CLUTCH BOXES, WGSN PRE - FALL 16 COLOUR PALETTE AND AN ONLINE ARTICLE BY THE GUARDIAN, “PRADA, DIOR AND NIKE ARE FINDING A FASHIONABLE NEW PURPOSE FOR FISH SKINS”. GETTING THE CORRECT DIMENTIONS OF THE BAG WAS AN IMPORTANT PART OF THIS PROJECT. I WANTED THE BAG TO BE FUNCTIONAL, AS WELL AS AESTHETICALLY PLEASING. I EXPLORED POSSIBLE MEASUREMENTS THROUGH CREATING NUMEROUS MOCK-UPS MADE OUT OF CARTRIDGE PAPER AND SCRAP ACRYLIC. AN IMPORTANT TEST I DID WAS MAKING SURE THAT I WAS ABLE TO FIT ALL OF MY BAG ESSENTIALS INTO THE CLUTCH BAG - CREDIT CARDS, KEYS, LIPSTICK AND ID.

NAL YAE SPRING/SUMMER 2017 CONEPT & DESIGN MOODBOARD FOR THE CONCEPT OF THE COLLECTION, I WAS INSPIRED BY THE GOLDEN AGE OF TRAVEL AND A PHOTOGRAPH THAT WAS TAKEN ON THE ‘NAL YAE’ BEACH OF THAILAND. THESE TWO ELEMENTS LED ME TO FOCUS ON CREATING LEATHER GOODS THAT ARE SUITABLE FOR MODERN TRAVEL. THE PHOTOGRAPH TAKEN OF THE BEACH SAND AND WATER WAS TURNED INTO A GOLD FOIL SCREEN PRINT DESIGN. FOR UNIQUE SELLING PROPROSITION INSPIRATION, I RESEACHED ‘THE UNSEEN’, A BRAND THAT USES TECHNOLOGY TO CREATE LUXURY LEATHER GOODS THAT CHANGE COLOUR WITH HEAT OR AIR PRESSURE. THIS ENCOURAGED ME TO USE COMBINE A NEW TECHNOLOGY WITH MY OWN DESIGNS. PHOTO CREDITS: MORRIS ROSENFELD & JASPER SPICERO

LASER-CUT CARD MOCK-UPS

EXPERIMENTING WITH SCALE AND FUNCTIONABILITY

TECHNICAL DRAWINGS

CARD HOLDER & SMALL POUCH

DRAWN DIGITALLY ON ADOBE ILLUSTRATOR

LARGE POUCH

FABRIC SWATCHES

SOFT FULL-GRAIN LEATHER & 100% COTTON WITH GOLD FOIL SCREEN PRINTED DESIGN

ABOUT THE COLLECTION

NAL YAE SPRING/SUMMER 2017 IS MHAIRI MCDOWALL’S DEBUT COLLECTION AND IS AN ODE TO EXPLORATION IN STYLE. INSPIRATION HAS BEEN TAKEN FROM THE GOLDEN AGE OF TRAVEL AND THE LATEST ADVANCED NANOTECHNOLOGY. THIS HAS CULMINATED IN STYLISH YET DURABLE LUXURY ACCESSORIES THAT SEAMLESSLY COMBINE EXCEPTIONAL ENGLISH CRAFTSMANSHIP WITH PROTECTION FROM THE WEATHER AND EVERYDAY SPILLS. THE COLLECTION INCLUDES A CARD HOLDER, SMALL POUCH AND LARGE POUCH. THE COLOUR PALETTE IS NEUTRAL AND TIMELESS OBSIDIAN AND PEWTER. MY PRODUCTS ARE UNISEX; HOWEVER, I AM CURRENTLY TARGETING PREDOMINANTLY FEMALE CUSTOMERS AGED BETWEEN 25 TO 55. THESE CUSTOMERS WILL TYPICALLY HAVE AN INCOME ABOVE £30K AND WILL TRAVEL FREQUENTLY FROM THEIR BASES IN MAJOR CITIES AND CAPITALS. THEY WILL APPRECIATE HIGH QUALITY AND DURABILITY AS WELL AS THE STYLING OF ON-TREND LEATHER GOODS. THEY WILL PURCHASE MY PRODUCTS USING THE OFFICIAL BRAND WEBSITE. THE CUSTOMER WILL USE MY PRODUCTS TO CARRY PERSONAL AND VALUABLE POSSESSIONS, OFTEN MONEY, CREDIT CARDS, A MOBILE PHONE AND TRAVEL TABLETS/E-READERS. MY CUSTOMERS WILL VALUE FINE CRAFTSMANSHIP WITH AN APPRECIATION FOR ENGLISH-BASED MANUFACTURING COMBINED WITH THE LATEST TECHNOLOGY. THESE COLLECTIVE VALUES ARE SOMETHING THAT MY CUSTOMER WILL NOT GET FROM EXISTING BUSINESSES AND WILL ENCOURAGE MY CUSTOMERS TO CHOOSE MY BRAND OVER COMPETITORS. MY UNIQUE SELLING PROPOSITION IS THE USE OF THE LATEST CUTTING-EDGE TECHNOLOGIES, HAND-PRINTED INDIVIDUAL LINING AND ENGLAND-BASED CRAFTSMANSHIP. EACH PRODUCT HAS BEEN TREATED WITH LIQUIPROOF©: AN ECO-FRIENDLY, NON-TOXIC, 100% BREATHABLE, ODOURLESS, INVISIBLE AND NON-FLAMMABLE COATING. LIQUIPROOF© ENSURES MANY YEARS OF ENJOYMENT! IT PREVENTS DAMAGE FROM EVERYDAY SPILLS AND STAINS. THE INVISIBLE BARRIER EFFECTIVELY REPELS LIQUIDS, MUD, DIRT AND PREVENTS ALCOHOL, OIL AND WATER STAINS. MY BRAND WILL CONTINUE TO EMBRACE NEW TECHNOLOGICAL ADVANCES AND FOR THE AUTUMN/WINTER 2017 COLLECTION, I AM PLANNING TO DEVELOP AN ENERGY STORAGE TEXTILE THAT WILL ALLOW CUSTOMERS TO CHARGE ELECTRICAL DEVICES IN THEIR ACCESSORIES, WHILST RETAINING A STREAMLINE AND CHIC DESIGN. I WILL ALSO EXPAND THE PRODUCT RANGE AND HAVE ALREADY DESIGNED A TRAVEL WALLET, PASSPORT HOLDER, CONTINENTAL WALLET AND COSMETICS CASE. THE LINING OF MY PRODUCTS HAS BEEN METICULOUSLY SCREEN PRINTED BY HAND WITH AN INTRICATE GOLD FOIL DESIGN ON 100% COTTON FABRIC. EVERY COLLECTION WILL FEATURE A NEW STYLE OF LINING. THE LINING STYLE EACH SEASON WILL VARY IN FABRIC CHOICE, PRINT APPLICATION AND COLOUR PALETTE. THIS IS AN UNDERSTATED, SPECIAL TOUCH OF HIGH QUALITY THAT THE CUSTOMER WILL VALUE.

EACH PRODUCT HAS BEEN CRAFTED TO THE HIGHEST STANDARD BY EXCEPTIONAL CRAFTSMEN IN ENGLAND USING PREMIUM MATERIALS AND TONAL STITCHING. THE WORKSHOP IS FAMILY-RUN AND BASED IN LANCASHIRE. THE BUTTERY SOFT FULL-GRAIN LEATHER HAS BEEN CAREFULLY SELECTED FROM THE LUSH GREEN VENETO REGION IN ITALY, FOLLOWING AN EXTENSIVE INSPECTION AT THE TANNERY.

MHAIRI MCDOWALL IS POSITIONED IN THE LUXURY MARKET AT AFFORDABLE LUXURY. PRODUCTS ARE RETAIL PRICED BETWEEN £75 – 145, INCLUDING VAT. COMPETITORS INCLUDE ASPINAL OF LONDON, LONGCHAMP, COACH, MULBERRY AND BURBERRY. THE GLOBAL LUXURY MARKET IS GROWING, IN PARTICULAR IN THE PERSONAL GOODS SECTOR, WHICH INCLUDES SMALL LEATHER ACCESSORIES.

THIS MARKET IS FORECAST TO GROW STEADILY DURING THE NEXT FOUR YEARS AND POSTS A COMPOUND ANNUAL GROWTH OF AT LEAST 4% UNTIL 2021. FACTORS OF THIS GROWTH INCLUDES: A RISE IN THE POPULTION OF WORKING WOMEN, A RISE IN DISPOSABLE INCOMES AND A RISE IN TOURISM SPENDING. ADVENTURE SEEKING YOUNG WOMEN WANT STYLISH ACCESSORIES THAT WITHSTAND THE DEMANDS OF MODERN TRAVEL. THERE HAS BEEN A RISE OF TOURISM SPENDING IN EUROPEAN COUNTRIES DUE TO HIGH IMPORT DUTIES, WHICH MEAN THE RESIDENTS OF MANY COUNTRIES GET MUCH BETTER VALUE BY MAKING PURCHASES WHILE TOURING THE UK.

FURTHERMORE, ACCORDING TO TECHNAVIO, LEADING TECHNOLOGY RESEARCH AND ADVISORY COMPANY, CONSUMERS IN SOUTH AND CENTRAL AMERICA AND ASIAN COUNTRIES PREFER TO PURCHASE LUXURY GOODS FROM EUROPEAN COUNTRIES. IN ADDITION, THE BUSINESS OF FASHION, A RESOURCE FOR FASHION CREATIVES, EXECUTIVES AND ENTREPRENEURS HAS SAID THAT THERE IS A DEMAND FOR NEW ACCESSORY DESIGNS AND BRANDS, AND CONSUMERS ARE WILLING TO PAY FULL PRICE FOR INVESTMENT PIECES.

PHOTOGRAPHY: ASH RENSHAW MODELS: ELLIE RIORDAN CLOTHING: MANGO & ZARA

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EXTENDED PRACTICE

PACKAGING NAL YAE SPRING/SUMMER 2017 COLLECTION DESIGN & DIRECTION BY MHAIRI MCDOWALL PHOTOGRAPHY BY ASH RENSHAW

PACKAGING DESIGN FOR NAL YAE SPRING/SUMMER 2017 COLLECTION 39

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CONTEXT OF PRACTICE 3 & EXTENDED PRACTICE

MARKETING & PROMOTION DISSERTATON, COMPETITIONS, GRADUATE FASHION WEEK CONCEPTS & DIRECTION BY MHAIRI MCDOWALL PHOTOGRAPHY BY ASH RENSHAW & MHAIRI MCDOWALL WEBSITE BUILDER: JOHNATHON BROODIE

DISSERTATION ABSTRACT

IS INSTAGRAM CHANGING THE WAY CONSUMERS INTERACT WITH LUXURY BRANDS AND DOES THIS ALTER BRAND BEHAVIOUR?

ABSTRACT THE PURPOSE OF THIS STUDY WAS TO INVESTIGATE HOW CONSUMERS INTERACT WITH LUXURY BRANDS VIA INSTAGRAM, A SOCIAL MEDIA PLATFORM, AND WHETHER OR NOT THIS ALTERS BRAND BEHAVIOUR. BOTH QUALITATIVE AND QUANTITATIVE METHODS WERE EMPLOYED. THE SUBJECT WAS ANALYSED THROUGH A REVIEW OF THE LITERATURE, A MONTH-LONG STUDY OF THE INSTAGRAM POSTS OF CHRISTIAN DIOR AND ANYA HINDMARCH, TWO LUXURY BRANDS WITH DIFFERENT MARKET IDENTITIES AND PRESENCE, AND COLLABORATIVE WORK WITH FAYE HINDLE, AN EMERGING BRITISH DESIGNER. THE LATTER WAS INFORMED BY THE FINDINGS NOT ONLY OF THE LITERATURE REVIEW AND CASE STUDIES, BUT AN ONLINE QUESTIONNAIRE THAT ATTRACTED RESPONSES FROM INSTAGRAM USERS WORLD-WIDE. OVERALL THIS STUDY SUPPORTS THE HYPOTHESES THAT INSTAGRAM IS CREATING BENEFICIAL OPPORTUNITIES FOR LUXURY BRANDS AND IS POSITIVELY AFFECTING CONSUMER INTERACTION. IT ALSO INDICATES THAT MOST LUXURY BRANDS HAVE ALTERED THEIR MARKETING STRATEGIES SIGNIFICANTLY WITHIN THE LAST FEW YEARS TO ADOPT NEW TECHNOLOGIES. THIS STUDY OFFERS EASY TO DIGEST INSIGHT AND THINKING ON HOW SOCIAL MEDIA CAN POSITIVELY IMPACT LUXURY BRANDS AS WELL AS THE POTENTIAL RISKS INVOLVED. TO THE BEST OF THE AUTHORâ&#x20AC;&#x2122;S KNOWLEDGE, THIS STUDY IS UNIQUE IN ITS COMPOSITION AND MAY BE ONE OF THE FIRST TO INVESTIGATE EMPIRICALLY THE INTERACTION OF CONSUMERS WITH LUXURY BRANDS VIA INSTAGRAM. SOCIAL MEDIA AND MARKETING MANAGERS SHOULD BE ABLE TO USE ELEMENTS OF THIS STUDY AS A MODEL TO DEVELOP AN INCREASE IN BOTH BRAND AWARENESS AND CONSUMER ENGAGEMENT WITH LUXURY BRANDS. KEYWORDS SOCIAL MEDIA, INSTAGRAM, LUXURY BRANDS, CONSUMER ENGAGEMENT, MARKETING STRATEGIES, TARGET MARKETS

FAYE HINDLE

FAYE HINDLE IS AN EMERGING, YORKSHIRE-BASED WOMENSWEAR DESIGNER, WHO FOUNDED HER EPONYMOUS BRAND IN 2014. IT CATERS TO A SPECIFIC TARGET MARKET: INDIVIDUALS WHO BUY TIMELESS PIECES AND APPRECIATE HAND-MADE PRODUCTS. ALL PRODUCTS ARE PRODUCED IN A SMALL STUDIO, USING ARTISANAL TECHNIQUES AND HIGH-QUALITY RAW MATERIALS SUCH AS GENUINE ANIMAL FUR AND LEATHER. THE AIM OF THIS COLLABORATION WAS TO CREATE NEW AND INNOVATIVE INSTAGRAM CONTENT, TO BUILD UP INTEREST FOR FAYE HINDLE’S FORTHCOMING AUTUMN/WINTER 2017 COLLECTION, WHILST INCREASING BRAND AWARENESS AND ENGAGEMENT ON HER INSTAGRAM ACCOUNT. EVIDENCE (6TH JANUARY, 2017) SHOWED THERE HAD BEEN A SIGNIFICANT INCREASE IN BOTH USERS FOLLOWING THE ACCOUNT, AS WELL AS ENGAGING WITH RECENT POSTS. THE ENGAGEMENT ON FAYE HINDLE’S ACCOUNT INCREASED BY OVER TEN FOLD DURING THE COLLABORATION AND THE FOLLOWER COUNT INCREASED BY ALMOST TWO FOLD. MOREOVER, INSTAGRAM INSIGHTS SHOWED THAT THE MOST ENGAGING CONTENT (TOP 10 POSTS) ON THE INSTAGRAM ACCOUNT HAD ALL BEEN POSTED BY ME. EXAMPLES OF THE CONTENT IS SHOWN BELOW.

BUISNESS OF FASHION - FUTURE VOICES COMPETITION

THE SOCIAL REVOLUTION THE BIGGEST OPPORTUNITY FACING THE FASHION INDUSTRY RIGHT NOW IS SOCIAL MEDIA PLATFORMS. THESE DIGITAL PLATFORMS ARE LOWERING THE BARRIERS FOR NEW CREATIVES, REGARDLESS OF THEIR LOCATION AND BACKGROUND TO MAKE THEIR MARK ON THE FASHION INDUSTRY. WE ARE AT AN EXTREMELY EXCITING POINT IN TIME WHERE THE FACES OF FASHION WILL BE REFRESHED AND NEW IDEAS AND SOCIAL AND CULTURAL INFLUENCES WILL WASH THROUGH THE INDUSTRY. FASHION WILL BECOME LESS PREDICTABLE AND LESS OF A PROCESSION. I WOULD SEIZE THIS OPPORTUNITY BY CHAMPIONING AND SUPPORTING THE GROWTH OF WORLD-WIDE SOCIAL MEDIA NETWORKS THAT PROVIDE NEW DESIGNERS AND COMMUNICATORS WITH THE KNOWLEDGE, MENTORSHIP AND CONNECTIONS NECESSARY FOR THEM TO FULFIL THEIR POTENTIAL, AND ACHIEVE THEIR DREAMS. I WOULD ENCOURAGE THE PARTICIPATION OF RECOGNISED BRANDS, RETAILERS, DESIGNERS, ENTREPRENEURS AND EDUCATORS TO OFFER NEW TALENT FROM ANY PART OF THE WORLD WITH TRUSTED SUPPORT AND ADVICE, INSPIRATION, CREATIVE ENERGY, TECHNICAL EXPERTISE AND HELP WITH IMPORTANT DECISIONS. I ENVISAGE THAT THE IDEAL NETWORK WILL ‘OPEN DOORS’, ESPECIALLY FOR MINORITY GROUPS, SHARE KNOWLEDGE UNCONDITIONALLY, AND ENABLE THE ESTABLISHMENT OF NEW PARTNERSHIPS THAT WILL PRODUCE THE FASHIONS OF THE FUTURE, PERHAPS EVEN RESHAPING THE VERY FOUNDATIONS OF THE INDUSTRY. I AM CURRENTLY WORKING WITH AN EMERGING, BRITISH LUXURY FASHION BRAND, CREATING CONTENT FOR A SOCIAL MEDIA PLATFORM, TO INCREASE BRAND AWARENESS AND CONSUMER ENGAGEMENT PRIOR TO THE RELEASE OF THE NEW COLLECTION. IN ADDITION TO CREATING A REAL BUZZ AND NARRATIVE AROUND THE NEW COLLECTION, I AM USING ANALYTICS TO REFINE COMMUNICATION AND MARKETING.

D&AD NEW BLOOD AWARDS - AMAZONFRESH

THE BRIEF 1) DEFINE AND PRESENT A NEW CONTENT IDENTITY 2) BRING IT TO LIFE WITH AT LEAST THREE PIECES OF SAMPLE CONTENT. 3) GIVE A SNEAK PEEK INTO THE CREATIVE PROCESS WITH HIGHLIGHTS FROM RESEARCH AND DEVELOPMENT.

Content Identity & Customer Profile

CONTENT IDENTITY & CUSTOMER PROFILE

Tone of Voice • • • • • •

Excellent Value

Reliable Confident Assuring Professional Friendly Creative

Delicious Groceries • Local Independent Food Producers and Shops • Vast Choice • Fresh

• High Quality • Convenient

AmazonFresh

Aimed at New and Existing Prime Members

Cool and Contemporary • Beautifully Presented Delivery Bags

Fast Delivery • One-Hour Delivery Slots • Door-Stop Delivery

Easy to Use • Simple, HassleFree • Available via Amazon website or mobile app. • Amazon Dash Wand

Customer

Supports Local and Emerging Businesses

Passionate about what they eat

New or Existing Prime Member

Appreciates Excellent Customer Service

Aspirational and Discerning

Hardworking Professional

Lives in a Urban Area

Up-to-date with Technology

RESEARCH & DEVELOPMENT FOOD INFLUENCERS I USED WWW.FOODIES100.CO.UK TO RESEARCH THE UK’S TOP FOOD BLOGGERS. THE FOLLOWING INFLUENCERS ARE HIGHLY RANKED AND EACH PROMOTE HEALTHY EATING, HAVE A MINIMAL STYLE AND CREATE VIBRANT COLOURED CONTENT: EMILY LEARY (WWW.AMUMMYTOO.CO.UK) - MULTI-AWARD-WINNING FOOD, LIFESTYLE AND PARENTING WRITER. PRESENTER AND PHOTOGRAPHER. HELEN BEST-SHAW (WWW.FUSSFREEFLAVOURS.COM) - FREELANCE WRITER, WHO WRITES ABOUT ACHIEVABLE AND AFFORDABLE FOOD. LUCY PARISSI (WWW.SUPERGOLDENBAKES.COM) – RECIPE DEVELOPER AND FOOD PHOTOGRAPHER. KEY PUBLICATIONS MAGAZINES: MARIE CLAIRE, GRAZIA, RED, WOMAN AND HOME, GOOD HOUSEKEEPING AND COSMOPOLITAN.

EDITORIAL STYLE THE EDITORIAL STYLE WILL TAKE AN ORGANIC APPROACH, CLEAN AND NATURAL. THE LIGHTING WILL BE BRIGHT AND AIRY TO GAIN MAXIMUM DETAIL AND TEXTURE. THE FOOD WILL LOOK EDIBLE AND REALISTIC, ALLOWING THE VIEWER TO IMAGINE THEMSELVES EATING THE PRODUCE.

IMAGE CREDITS: ROOTS & BULBS, NATHANIEL SAVAGE, DONAL SKEHAN, JAMES WOJCIK & HIEU NGUYEN

SAMPLE CONTENT 1 – AMAZONFRESH FROM YOUR LOCAL FISHMONGERS • THE VIEWER WATCHES A FISHERMAN AT WORK IN THE EARLY HOURS OF THE MORNING. HE IS ON A FISHING BOAT AND THE WEATHER IS ROUGH. THE SOUND MATCHES THE MOOD OF THE SCENE. IT IS LOUD AND DRAMATIC. • THE FISHERMAN’S BOAT ARRIVES AT THE HARBOUR AND HE TAKES HIS CATCH TO THE LOCAL MARKET TO BE SOLD. THE AMAZONFRESH REPRESENTATIVE SELECTS THE BEST FISH AT THE MARKET AND A LOCAL MAN ASKS, “ARE YOU BUYING FOR AMAZON?”. THE AMAZONFRESH REPRESENTATIVE REPLIES, “NO, I AM BUYING FOR JANE BROWN IN LONDON. SHE IS HAVING A DINNER PARTY FOR SIX TONIGHT”. • THE AMAZONFRESH REPRESENTATIVE BEGINS HIS JOURNEY TO DELIVER THE PRODUCE TO JANE BROWN AND THE WEATHER GRADUALLY IMPROVES. • THE AMAZONFRESH REPRESENTATIVE ARRIVES AT JANE BROWNS’ CITY HOME. THE SUN IS SHINING AND THE MOOD IS RELAXED. JANE BROWN RECEIVES HER ORDER STRESS-FREE AND SHE IS PLEASED WITH THE SERVICE. “AMAZONFRESH FROM YOUR LOCAL FISHMONGERS!” SAMPLE CONTENT 2 – ALWAYS AMAZONFRESH DIALOGUE BETWEEN GUEST AND HOST • DINNER GUEST: “I HAVEN’T HAD SUCH DELICIOUS MELON IN A VERY LONG TIME. WHERE DID YOU FIND ONE SO RIPE?” • HOST: “IT WAS FROM MRS. LOVELL GREENGROCERS IN HIGHBURY.” • DINNER GUEST: “THE KING PRAWNS ARE SO JUICY AND FLAVORSOME! WHERE ARE THEY FROM?” • HOST: “THEY’RE FROM STEVE HATT FISHMONGERS ON ESSEX ROAD.” • DINNER GUEST: “HOW DID YOU FIND THE TIME TO VISIT ALL OF THESE LOCAL SHOPS?!” • HOST: ”I MUST CONFESS…AMAZONFRESH – MY NEW BEST FRIEND!” “ALWAYS AMAZONFRESH!” SAMPLE CONTENT 3 – AMAZONFRESH TO YOUR DOOR • THE VIEWER WATCHES AN AMAZONFRESH CUSTOMER PLACE THEIR ORDER WHILST AT THE GYM ON HER MOBILE VIA THE AMAZON APP. THE CUSTOMER IS CONSTANTLY ON THE GO AND HAS ORGANIZED A DINNER PARTY IN THE EVENING AT HER HOME. THE NEXT SCENE SHOWS THE CUSTOMER AT HER WORK PLACE. • IN THE MEANTIME, THE AMAZONFRESH REPRESENTATIVE IS VISITING LOCAL INDEPENDENT FOOD PRODUCERS AND SHOPS TO HANDPICK ITEMS TO FULFILL THE CUSTOMERS’ ORDER. THIS GIVES THE VIEWER AN INSIGHT INTO WHERE THEIR FOOD MAY BE SOURCED FROM AND THEY WILL SEE THE ENTICING PRODUCE ON DISPLAY. • THE AMAZONFRESH REPRESENTATIVE DELIVERS THE CUSTOMERS’ ORDER AHEAD OF SCHEDULE AND SHE IS WELCOMED BY A FRIENDLY FACE AND WARM SMILE. • THE CUSTOMERS’ DINNER PARTY GUESTS ARRIVE AT HER HOME. DURING THE MEAL, THE HOST LEAVES THE DINNER TABLE AND GOES INTO THE KITCHEN. ONE DINNER PARTY GUEST SAYS TO THE OTHER, “I DON’T KNOW HOW SHE DOES IT! SHE’S BEEN TO GYM AND WORK TODAY”. • WHILST THE HOST IS IN THE KITCHEN, THE CAMERA ZOOMS IN ON THE EVIDENCE – AMAZONFRESH DELIVERY BAGS. “AMAZONFRESH TO YOUR DOOR!” SAMPLE CONTENT 4 – FOODIE LIVE INSTAGRAM STORY TAKEOVERS • AMAZONFRESH WILL CREATE LIVE INSTAGRAM STORIES WITH FOOD INFLUENCERS TO SHOW COOKING TUTORIALS, NEW EXCITING PRODUCE AND RECIPE IDEAS. • THE LIVE STREAM WILL SHOW THE FRESH INGREDIENTS AMAZON HAS TO OFFER AND THE • INFLUENCER MAKING A QUICK, HEALTHY RECIPE. THE VIDEO WILL BE FILMED IN A KITCHEN WHICH HAS A MODERN AND BRIGHT INTERIOR. • EACH WEEK AMAZONFRESH WILL WORK WITH A DIFFERENT INFLUENCER. THIS WILL ENCOURAGE INSTAGRAM USERS TO TUNE INTO THE LIVE STREAM EVERY WEEK AND SHOULD INCREASE ACCOUNT ENGAGEMENT.

GRADUATE FASHION WEEK MARKETING AWARD SUBMISSION - MARKETING STRATEGY FOR NAL YAE SPRING/SUMMER 2017

TO PROMOTE THE BUSINESS, MHAIRI MCDOWALL, TO PROSPECTIVE CUSTOMERS, THE BRAND WILL ADOPT A MULTI-CHANNEL STRATEGY, FOCUSED ON SOCIAL MEDIA: YOUTUBE, FACEBOOK AND INSTAGRAM. THE BRAND CURRENTLY HAS A FACEBOOK PAGE AND INSTAGRAM ACCOUNT WITH A STEADILY GROWING AUDIENCE. SOCIAL MEDIA CONTENT INCLUDES BEHIND THE SCENES OF THE WORKSHOP, THE MANUFACTURING PROCESS AND PHOTOSHOOTS, SPRING/SUMMER 2017 CAMPAIGN, IMAGES FROM THE OFFICIAL BRAND LAUNCH EVENT AND PRODUCT PHOTOS. THIS CONTENT IS HIGH QUALITY, HAS A CONSISTENT AESTHETIC, IS SHAREABLE AND CONVEYS THE BRAND STORY. THE INSTAGRAM ACCOUNT (ON BUSINESS PROFILE) AND THE FACEBOOK PAGE ALLOWS ME TO GAIN INFORMATION ABOUT THE GENDER AND AGE DISTRIBUTION OF MY FOLLOWERS, WHERE THEY ARE, AVERAGE TIMES THEY ARE ON INSTAGRAM ON A TYPICAL DAY AND THE DAYS OF THE WEEK WHEN THEY ARE MOST ACTIVE.

THE YOUTUBE VIDEOS SHOWN ON THE PREVIOUS PAGES HAVE ALSO BEEN SHARED ON FACEBOOK AND INSTAGRAM. THE VIDEO ON THE LEFT IS THE SPRING/SUMMER 2017 CAMPAIGN AND THE VIDEO ON THE RIGHT SHOWS BEHIND THE SCENES FOOTAGE OF THE SPRING/SUMMER 2017 PRODUCT PHOTOSHOOT. FROM RESEARCH CARRIED OUT FOR MY DISSERTATION, IT HAS BEEN SHOWN THAT INDIVIDUALS WHO FOLLOW LUXURY FASHION BRANDS ON INSTAGRAM ENJOY SEEING BEHIND THE SCENES SHOTS AND IT ALLOWS THEM TO FEEL A STRONGER CONNECTION WITH THE BRAND.

THE CAPTIONS ON EACH POST ARE SHORT AND SNAPPY, AND THE BRAND VOICE IS INFORMATIVE, TRUSTWORTHY AND FORMAL. I HAVE ALSO CREATED A POOL OF KEYWORDS SUCH AS LUXURY, ENGLAND, HANDCRAFTED AND LEATHER, AND TWO HASHTAGS: #MHAIRIMCDOWALL AND #MHAIRIMCDOWALLSS17.

GRADUATE FASHION WEEK MARKETING AWARD

BRAND LAUNCH PROMOTION

THESE HAVE BEEN CREATED USING ADOBE INDESIGN. I CREATED THESE GRAPHICS TO PROMOTE THE RELEASE OF THE SPRING/SUMMER 2017 COLLECTION. THIS CONTENT WAS POSTED ON INSTAGRAM AND FACEBOOK STORIES AND RECIEVED OVER 250 VIEWS. I SHARED THESE ON MY COLLECTION ACCOUNTS AND IT WAS ALSO SHARED BY MANY FRIENDS WHO HAVE A SIGNIFICANT SOCIAL MEDIA FOLLOWING. THE GRAPHICS HAVE A MINIMAL AND MODERN DESIGN, WHICH SUITS MY BRAND AESTHETIC AND THE PEWTER GREY IS THE SAME COLOUR AS ONE OF THE LEATHER OPTIONS. THE IMAGE ON THE FIRST GRAPHIC IS THE CORE INSPIRATION FOR THE COLLECTION AND IS THE TEMPLATE I USED TO CREATE THE SCREEN PRINT DESIGN FOR THE LINING. THE IMAGE IS A PHOTOGRAPH I TOOK OF THE SAND AND WATER OF NAL YAE BEACH IN THAILAND, WHICH IS THE NAME I CHOSE FOR THE COLLECTION. NAL YAE IS A BEAUTIFUL AND CALM LOCATION, WITH UNPREDICATABLE WEATHER!

GRADUATE FASHION WEEK MARKETING AWARD

BRAND LAUNCH EVENT GEO-FILTER

THESE IMAGES AT THE BOTTOM HAVE BEEN TAKEN DURING MY OFFICAL BRAND LAUNCH EVENT, USING A SNAPCHAT GEO-FILTER I DESIGNED AND PURCHASED. THE EVENT TOOK PLACE AT A LEEDS BASED RESTAURANT AND ALLOWED GUESTS TO PREVIEW THE DEBUT COLLECTION BEFORE THE PRE-ORDER. GUESTS INCLUDED FASHION BLOGGERS AND INDIVIDUALS WORKING IN THE CREATIVE INDUSTRY, WHOM SHARED NUMEROUS IMAGES AND VIDEOS OF THE EVENT ON THEIR SOCIAL MEDIA ACCOUNTS.

GRADUATE FASHION WEEK MARKETING AWARD

MICRO-INFLUENCERS ON INSTAGRAM

AFTER CREATING AN INITIAL CUSTOMER BASE, I WILL PROMOTE THE BUSINESS THROUGH USER-GENERATED CONTENT â&#x20AC;&#x201C; CUSTOMER IMAGES AND INFLUENCER ADVERTISEMENT POSTS. FROM MY RESEARCH, THESE TYPES OF POSTS HAVE SHOWN TO BE SUCCESSFUL AS IT ALLOWS THE CUSTOMER TO VISUALISE THE PRODUCTS IN A MORE EVERYDAY CONTEXT. INFLUENCERS CAN BRING A LOT OF ATTRACTION TO A BRAND AND IT IS NOT A HUGELY COSTLY EXERCISE. THE ABOVE IMAGES SHOW THREE MICRO-INSTAGRAM INFLUENCERS WHO I WILL APPROACH TO PROMOTE MY BRAND. THEY EACH HAVE FOLLOWERS RANGING FROM 14.9 TO 96.3K AND ARE BASED IN DIFFERENT LOCATIONS AROUND THE WORLD. BEFORE SENDING PRODUCTS TO INFLUENCERS I WILL NEED TO DRAW UP A CONTRACT, SPECIFYING THE DURATION OF THE ADVERT, REQUIRED COVERAGE, EXCLUSIVITY, CONFIDENTIALITY, IMAGE RIGHTS AND LICENSING.

GRADUATE FASHION WEEK MARKETING AWARD

TO GAIN FURTHER BRAND AWARENESS, I WILL HOLD A COMPETITION IN WHICH I WILL ENCOURAGE CUSTOMERS TO SHARE IMAGES OF THEIR PURCHASES WHILST ON THEIR TRAVELS. TO ENTER THE COMPETION, CUSTOMERS WILL NEED TO SHARE THE IMAGE ON INSTAGRAM USING THE HASHTAG #EXPLORATIONINSTYLE. THE CUSTOMER THAT SHARES THE BEST IMAGE WILL RECIEVE A FREE PRODUCT FROM THE NEXT COLLECTION AND I WILL SHARE THEIR PHOTO AND CREDIT THEM ON ALL OF THE BRAND’S SOCIAL MEDIA ACCOUNTS TO PROMOTE THE BUSINESS TO PROSPECTIVE CUSTOMERS. OTHER MARKETING CHANNELS WILL INCLUDE EMAIL NEWSLETTERS, BUSINESS CARD AND LOOKBOOK DISTRIBUTION. BUSINESS CARDS AND LOOKBOOKS HAVE BEEN DISTRIBUTED DURING THE OFFICIAL BRAND LAUNCH EVENT AND EMAIL NEWSLETTERS WILL BE SENT TO EXISTING AND PROSPECTIVE CUSTOMERS TO NOTIFY THEM ABOUT EXCITING BRAND NEWS AND FORTHCOMING EVENTS. ONCE I HAVE GATHERED CUSTOMER HOME ADDRESSES FROM WEBSITE ORDERS, I WILL SEND CUSTOMERS A COPY OF THE LOOKBOOK PRIOR TO A NEW COLLECTION LAUNCH. I WILL ALSO USE GOOGLE ALERTS, ANALYTICS AND ADWORDS TO MONITOR THE WEB FOR BRAND-RELATED CONTENT, TO MONITOR WEBSITE TRAFFIC AND TO CREATE ADS THAT WILL APPEAR IN GOOGLE’S SEARCH RESULTS. THESE FEATURES WILL ASSIST IN FURTHER UNDERSTANDING MY CUSTOMERS AND TARGETING MY INTENDED MARKET. DISTRIBUTION PLAN CUSTOMERS WILL PURCHASE DIRECTLY FROM THE OFFICIAL BRAND WEBSITE, WHICH IS SHOWN BELOW IN DESKTOP (LEFT) AND MOBILE VIEW (RIGHT). CURRENTLY, I WOULD NOT WANT TO SELL THROUGH LUXURY MUTI-BRAND RETAILERS BUT I MAY CONSIDER THIS IN THE FUTURE ONCE THE BRAND IS MORE ESTABLISHED. TO SELL THROUGH OTHER RETAILERS, I WOULD NEED TO INCREASE THE PROFIT MARGINS BY REDUCING THE MANUFACTURING COSTS. ONCE CUSTOMERS PURCHASE MY PRODUCTS THEY WILL BE ABLE TO RECIEVE AN AFTER-CARE SERVICE IF NESSESARY, WHICH WOULD INCLUDE PRODUCT REPAIRS AND RE-LIQUIPROOFING.

FURTHER MARKETING TECHNIQUES

OFFERS TO GROW MY CUSTOMER BASE MORE RAPIDLY, I WILL OFFER A DISCOUNT OF 10% IF CUSTOMERS PURCHASE DURING THE PRE-ORDER WINDOW. THE PRE-ORDER WINDOW WILL BE OPEN FOR A COUPLE OF WEEKS AND WILL ALLOW ME TO GENERATE A BULK ORDER AND REDUCE MANUFACTURING COSTS. CO-BRANDING TO PROMOTE MY BRAND FURTHER, I WOULD ASPIRE TO WORK WITH OTHER LUXURY BRANDS TO PROMOTE MY PRODUCTS. I WILL CO-BRAND WITH LUXURY LIFESTYLE, RETAIL, TRAVEL AND HOTEL BUISNESSES. EXAMPLES OF THESE CO-BRAND PARTNERS MAY INCLUDE: CONDÃ&#x2030; NAST TRAVELLER, KUONI TRAVEL, BURGESS YACHTS, DE BEERS JEWELLERY AND SHANGRI LA HOTELS.

MHAIRI MCDOWALL

@MHAIRMCDOWALL @MHAIRIMCDOWALLCOLLECTION CONTACT@MHAIRIMCDOWALL.COM WWW.MHAIRIMCDOWALL.COM