INTRODUCTION

The Brand Management Module acts as the finale of our creative work, the skills we have developed, and the personal brand identity we have established during the 3 years of studying Fashion Marketing and Communication. This module builds on the Concept and Direction Module in which we completed extensive research tasks to provide evidence for our branded strategy’s outcome. The branded strategy will involve the development of visionary concepts that will shape our brand identity while displaying skills in consumer research, trend prediction, and production management. We have been asked to respond in relation to our identified career paths upon the completion of university. With negotiation with our Lecturer/Tutor Tracey Hall, I have established my own unique response to the brief for the Brand Management Module.

Throughout this book, I will creatively display and delineate the journey of which I have taken to evolve the narrative of my final major project titled The Chaos Within Conformity. I have explored a variety of factors that contribute towards the evidence as to why I have chosen to create the concept for my campaign. In this book, I will also provide the details behind the process and execution of my campaign mirroring my chosen market level and consumer.

For my final major project, my main aim was to establish a campaign that hugely mirrors my authenticity as this is one of my main values and to produce a project that will be a crucial fragment for my leap into the fashion industry. The initial part of my journey began with a reflection on the ‘Brand Me Module’ as we have been requested to respond to our personalised brief in a medium that best reflects our chosen career path. The purpose of the ‘Brand Me Module’ was to support the interrogation into the background, influences and experiences that have established our own brand identity as creative individuals. So, what have I taken forward from ‘Brand Me’?

While growing up it has come to my attention in recent years that my upbringing was very much female-orientated, and I think that this is extremely evident through my creative work. The female orbit within my life consists of all fire signs (including myself) in terms of the zodiac, concluding with the result of strong, independent, and unapologetically authentic women. Fire signs are also described as bold, brash, creative, and daring so being brought up in an environment of such, these traits have played an important role in my creative journey.

I find that no matter what avenue I venture down in terms of research I always found myself most interested in topics relating to female empowerment. I came to this conclusion during my research conducted in the ‘Fashion Forecast Module: Life on Mars’. This module was a very pivotal moment in my time studying Fashion Marketing and Communication, I established my own signature style that I feel is recognisable to me as a creative. The Fashion Forecast Module demonstrated where my style lies and the influences that I reflect through my creative storytelling. With that being my proudest creative work, I figured it would be nice to incorporate some aspects of it into my final major project.

Throughout all my previous modules, the skill that I have enjoyed learning the most is conceptual styling, I feel this is something that just comes naturally to me. Styling has always been something that I have enjoyed since the very early stages of my life. I remember my mum owning a load of organza scarfs in a variety of colours that I would drape around my body transforming them into products like dresses and pants with the use of accessories such as belts. Even in the way that I would play as a child, I was forever switching the clothes from one Bratz doll to the other, creating new outfits to what they were previously purchased with. My interest in styling continued as I grew into adult life, I always portray my own sense of style and find thorough joy in styling my female friends. Thus, being said, the career path I have selected to explore upon the completion of the university is the role of a Creative Stylist.