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Molly McGarry
About Me Following three years studying fashion communication at Nottingham Trent it has become clear to me that I have a real interest in branding and focusing how a consumers experience them, through visual and experiential communications. In each project shown within this portfolio, there has been in-depth research from brand to consumer behavior. It has also been important that I remain up to date with new trends in marketing and consumers in order to communicate effectively. At the heart of each piece of work, attention to detail has been the most important factor from research to execution.
Paul Smith Live Project Within this project, the Japanese Division of Paul Smith R.Newbold set a live brief. Within a team of three we were set the task of answering the question; Can R.Newbold return to the UK or US market? The project entailed research into the menswear market, a new consumer and proposing what we felt was the most realistic and effective strategy for R.Newbold to return to the UK. In order to visually communicate our strategy we created a campaign and a brand book. These were produced in order to communicate the new strapline ‘Born in Britain, Raised in Japan’.
Self Devised Project Our self devised projected allowed me to explore a subject away from the fashion industry. With us being asked to identify a trend I looked to what was being discussed with in the media today. One that is constantly debated is sex education. Following a look into this it became apparent to me that this not only affected children but people at a later age, specifically women. This journey of research lead me to look into female sexuality and how for women, talking about sex openly and honestly was still a taboo. Within my report I researched into what effects women’s communication about sex and what influences them, finally resulting in a proposed idea to challenge the negativity around women talking about sex and something that would bring about change.
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Unmentionable Magazine Unmentionable magazine was the result of my self-devised project. As there was a strong focus within the report on how women use written content to communicate about sex, I chose to use this medium to create a positive alternative to mainstream magazines conversations about sex. Unmentionable is an independent magazine that features real women speaking openly and honestly about sex. The women inside are relatable and are sharing experiences and opinion on what they feel they cannot talk about when it comes to sex due to judgment and embarrassment. Effectively the magazine is creating a space free of judgment where women can talk openly and honestly about sex.
Trend Report Following a brief in trend forecasting we were placed in teams of three and asked to identify three trends within fashion. This allowed us to look at social, political, economical and technological trends that we could apply to our identified trends. We picked up specifically on the trend in the baby boomer consumers, the gender neutrality movement and the latest technologically driven materials. Research for this project was also found from our visit to the Berlin trade shows, for example SEEK and Bright.
Air BnB Briefing In the Air BnB project we were tasked with creating a new creative concept for the travel brand that related to their strapline “ Belong Anywhere”. This gave the opportunity to look outside of the fashion industry and look specifically at how to be brand aware, creating a concept that reflected Air BnB’s brand values. Using my experience of traveling and what I would want from a travel experience I created the ‘Fly the Nest” campaign. This was a focus on the young traveller and how they could have their independence when travelling “Belonging everywhere” however at each new Air BnB location a loved one would be notified they has a arrived.
The T-Shirt Project Within our T-Shirt project we were put into teams, where we were given a film to base a brand on that would sell a T-Shirts. The T-shirt had to reflect the themes of the film given in either motive or style. Alongside the design we also were asked to create a fashion film. As a group we were given the film “Roman Holiday”. Instead of taking a literal approach, we chose to look at the journey of Princess Ann. In the film she embraces who she is away her title. We felt this related to ‘The Forgotten Generation” the baby boomers. Our fashion film reflected a mature woman’s style journey rather than just identifying her by her age.
Work Experience Over the past three years I have interned for three brands in publication, jewelry and fashion. In each one of these roles I have taken on roles linked to Marketing and PR, finding new ways to communicate with the consumer.
Penfield USA
Metazine
Daisy London
Raw Print Internship Metazine is an independent magazine created by Raw Print, which focuses on those in the world of independent print. The aim is to speak to people that have created their own independent publications, telling of their experiences and opinions. I have interned for Raw Print since 2014. In that time I have had responsibilities of organizing the monthly Raw Print events, updating social media content and writing for Metazine. The internship within Raw Print has allowed me to be part of creating and publishing an independent magazine, understanding the process and the promotion.
Press Coverage
Penfield USA Internship I completed an internship at Penfield USA for 3 months in 2015, within the Marketing and PR department. My responsibility whilst at Penfield was to assist the marketing team in raising awareness of the brand on social media and finding brand advocates. I also assisted the in- house PR officer with Press coverage in the USA, finding publications to advertise in and bloggers to create a buzz around the brand. The internship also gave me to opportunity plan and assist the Spring/Summer 2016 campaign shoot . My time at Penfield allowed me to develop my knowledge and skills of marketing and the industry.
Penfield 40th Anniversary Whilst interning at Penfield one of my roles was to assist the in-house PR department in planning the Penfield 40th Anniversary event, in Steven Alan’s store in New York. This gave me the opportunity to plan an event that would take place over seas, that would be attended by industry professionals. It was important that every detail of this event reflected the brands personality and values. As Penfield originated in the USA I sourced an American brewery to sponsor the event and photographers to cover the event. This gave me the opportunity to plan an event that would take place over seas
Daisy London Internship I spent three months at Daisy London interning in the summer of 2014, across all departments. My role predominantly was to assist the marketing and wholesale. Tasks from the marketing department included sourcing promotional material that would suit the brand aesthetic and values, whilst also looking for new ways to communicate via social media. When assisting the wholesale department my responsibilities were to research new distributors worldwide and track progress with current distributors. Alongside both of these roles I also had the opportunity to assist on the summer campaign photo-shoot, which was shot on location around London.
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Contact mjmcgarry_@hotmail.co.uk 07896295305 @mollymcgarry