Katie Parker Portfolio Fashion Brand Promotion
KATIE
CV
ABOUT DOB: 05/09/94 CONTACT Telephone: 07800987626 Email: katieparker94@live.co.uk Linkedin: https://www.linkedin.com/pub/katie-parker/95/54a/7 Wordpress: http://katie050994.wordpress.com/
Contents Creative CV MISSGUIDED Live Brief About the Brand Market Research About Brand Lookbook MISSGUIDED Lookbook Promotional Video BeSafe Live Brief About the Brand Market Research Initial Ideas Final Idea Gola Live Brief About the Brand Brand Research Trainer Design Bag Design Contact Details
Page 1 Page 2 Page 3 Pages 4-5 Pages 6-7 Pages 8-11 Pages 12-13 Page 14 Page 15 Pages 16-17 Pages 18-19 Pages 20-21 Page 22 Page 23 Pages 24-25 Page 26-27 Page 28-29 Pages 30-31
PARKER HOME ADDRESS
TERM TIME ADDRESS
11 Chesters Gardens Ryton Tyne & Wear NE40 4PG
Flat E7.4 The Warehouse Apartments Victoria Street Preston Lancashire PR1 7QT
SKILLS Microsoft Office Adobe Illustrator Adobe Photoshop Adobe InDesign
WORK EXPERIENCE
PERSONAL STATEMENT
June 2014 – September 2014 Contributor to Dolly Glitter.co.uk Dollyglitter.co.uk is an online magazine aimed at the fashion conscious. I wrote articles on the latest fashion and beauty news and trends, using the skills learnt from my Fashion Brand Promotion and Journalism BA (hons). It allowed me to develop my presenting skills and my writing abilities.
Forward thinking and conscientious individual studying Fashion Brand Promotion and Journalism aiming for a First when leaving University of Central Lancashire in 2016. Relishing at the thought of being involved in the fashion industry. Skills learnt from the course include public speaking and Adobe Software. These contribute to final outcomes that allow for a professional standard of finish ready for the industry. After finishing the university course the occupation area I aim to aspire to would be marketing or publishing within the fashion sector.
February 2013 – August 2013 WHSmith – Sales Assistant, Newcastle Central Station Duties included, customer service, cash handling, stock replenishment and learning new technology based around the occupation showing how I am a quick learner and can develop new skills with ease.
EDUCATION 2013 – Present University of Central Lancashire (UCLan) BA (Hons) Fashion Brand Promotion and Journalism
May 2012 – October 2012 The Cyrenians Charity Shop, Eldon Square Volunteering at a store aiming to sell pre-loved clothing and sustainable fashion in order to gain experience of working in retail. My duties include cash handling, window dressing, customer service and merchandising in store. It has also served as a strong sense of purpose and has made me more conscious of others and difficult situations in which people face.
2011 – 2013 Newcastle College D*D*D* - Extended Diploma in Fashion Business & Marketing
November 2012 – December 2012 Boots No7 Counter – Sales Assistant, Metrocentre This was a temporary position over the Christmas period. Duties included customer service, cash handling, replenishing stock and teamwork. Teamwork was crucial as during the busiest time of the year, keeping a neutral and organised environment was key.
2012 – 2013 Charles Thorpe Comprehensive AS Level A – Business Studies
From both roles in the retail sector, I was able to acquire a high standard of quality service due to these respected and reputable businesses that emphasise their customer service.
2007 – 2011 Ryton Comprehensive School GCSE Grade A – Biology, DT: Textiles B – Chemistry, Business Studies, History, Spanish, English Literature, English Language C – Maths, Physics Pass - IT
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June 2012 – August 2012 Tyneside Cinema, Newcastle Volunteering for Tyneside Cinema and helping create an art installation showcasing the talent of young and upcoming artists. Not only did I work with new people, I was asked to help create the visual layout and help produce the final installation. The end result proved to be a success with the installation becoming a cultural addition to the city.
About the Brand
MISSGUIDED Live Brief 2
This live brief was to create an Autumn/Winter 2015 lookbook for fashion online retailer MISSGUIDED. The brand was founded in 2008 by Nitin Passi and set up their website in 2009. The brand focus on offering the customer the biggest trends at affordable prices, on a global scale delivering to 1600 countries. MISSGUIDED use the same influences as their target market (social media, catwalk, street style, bloggers) to get the best result and aim it to their young female demographic. MISSGUIDED aim to empower forward thinking approach. The that channel ‘what it means to
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their brand be in
customer with their bold and also want to create garments a digitally immersed world today’.
Customer Profile Name: Laura Sweeney Gender: Female Age: 21 Lives: Preston Nationality: White British Marital Status: Single Vehicle: None Profession: Student ACORN Life Stage: Financially Stretched, Student Life, Category K,Type 35, Term Time Terraces
Photography
Market Research Nights out with friends
A customer profile was created to identify the market and their needs from the brand to make the Autumn/Winter trend stand out from competitors and keep their loyal following. Primary research was taken into the analysis of MISSGUIDED’s customer. This allowed for a more detailed insight into the habits and lifestyle. Factors that stood out when analysing the case study were social media presence and brand habits. The two elements heavily contribute to the trend chosen and how the lookbook was created. The board shows how the affordability of the brand and the way MISSGUIDED market their products is key to how the consumer connects to the brand.
Social media presence As a photography student, Laura’s favourite form of social networking is Instagram. This is where she gets to try out new styles and effects of imagery. Along with adding to the social sites, Laura uses Facebook and Instagram to find out what MISSGUIDED are up to. She enters competitions set by the brand, and has recently won a competition in connection to the brand’s Hello Good Vibes S/S’15 Campaign. She used Instagram to do this and won a £100 shopping voucher.
Music Events
Dining Out
Brand habits Laura has a part time job at Turtle Bay whilst studying photography at UCLan. This allows her to have extra spending money for herself.When it comes to clothing brands Laura is loyal to her favourite fashion names. She frequents high street shops such as Topshop and River Island but loves shopping online at her favourite retailer MISSGUIDED. She loves the brand due to the clean styles and the quality of the clothing for the price.
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About Brand Lookbook The Autumn/Winter 2015 trend chosen was empowerment. This worked in connection with current campaigns that the brand had launched and was different to what competitors offer the target market. I styled the pieces and kept a neutral muted colour palette of black, grey and maroon to allow each customer to take the basic collection and alter it to their personal style. The shoot took place in a studio to keep the focus on the ensembles and the message communicated. The title of this lookbook is ‘M’ Power which is a play on words and fits in with the brand’s identity. I finished the studio shots by editing them in the style of the brand. The brand are recognised for their frames and text. I carried over these elements to use empowering words over and around the images in the typography of the logo. I then framed the images with clean lines in the same palette of the garment collection. The minimal theme will work well for the brand as they are an online retailer . The lookbook will be easy to navigate for the customer and with a white backdrop the images stand out.
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Black Polo Neck £10 . Grey Cuff Detail Trousers £!0. Black Barely There Sandals £25. Square Gold Emblazoned Clutch £15
Black Fur Jacket £40 . Black Geometric Bralet £22 . Black Pleather Lace Up Skirt £25 . Black Barely There Sandals £25 . Gold Choker £12
POWER Black Pleather Jacket £25 . Grey Knitted Dress £15 . Pleather Gold Zip Boots £25 . Gold Simple Hoop Earrings £4
All you independent ladies, throw your hands up and celebrate being you! March into A/W’15 with these strong pieces
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Black Fur Jacket £40 . Black Drape Hem Midi Dress £18 . Barely There Strappy Sandals £25 . Gold Stone Choker £15
Black Pleather Jacket £25 . High Neck Burgundy Crop Top £18 . Textured Stripe Cigarette Trousers Burgundy £30 . Black Barely There Sandals £25
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Maroon Sleeved Polo Neck £10 . Balck Drape Hem Skirt £10 . Black Barely There Sandals £25 . Gold Simple Hoop Earrings £4
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The Promotional Video Two promotional videos were produced to communicate the theme. The two 15 second videos were produced for social media sites to connect with the customer, as found in the market research, the use of social media sites when launching a lookbook is key to draw the target market. The promotional videos will be added to all social sites but mostly emphasised on Instagram. This is the main social network choice for the promotional videos as the site is image based, allowing the final two videos to communicate directly with the demographic. The style of video was a ‘behind the scenes’ concept. This allows for the consumer to see the movement of the clothes and learn about the trend in small bursts making it easy to process. It is a simple outcome with the added technique of cloning, showing the model doubled up, side by side in one frame. This allows for a professional outcome and illustrates how the brand are innovative in their promotional methods.
Promotional Video One: https://www.youtube.com/watch?v=3Q83ssm4Sy4&feature=youtu.be Promotional Video Two: https://www.youtube.com/watch?v=qYHoJ4bTcn8&feature=youtu.be
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About the Brand
BeSafe Live Brief 14
BeSafe is a Middle East based contraception brand that has been manufacturing high quality condoms for over 7 years and are one of NUS’s top contraception brands within the UK student market. This live brief was to help the brand break the UK student community through marketing the product in a way in which educates users yet increases their knowledge of the brand.
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Market Research MARKET RESEARCH
MARKET RESEARCH
MARKET RESEARCH
To understand the student market, primary research was carried out. This was to get an idea of what promotional method should be used to get the brand recognised within their target market. Research methods included an online survey for students to get an overview into their thoughts on contraception and brand loyalty. A focus group was also carried out to get thoughts and opinions on the brand and their products. Findings presented how students within the age range of 18-23 weren’t loyal to brands and felt confident when sourcing their contraception. Additionally the most common place of sourcing condoms for students was the medical centre. These three points were most prominent which meant that they were the three factors to use when creating the promotional method, still capitalising the brand’s message of educating users and raising brand awareness.
INFORMATION LEAFLET TOO BULKY THEY WANT THE NEED-TO-KNOW INFORMATION IN AN EASY TO PROCESS FORMAT
FOCUS GROUP FINDINGS
DON’T CARE ABOUT BRAND THIS PROVIDES BESAFE WITH THE OPPORTUNITY TO BREAK INTO THE MARKET AGAINST OTHER COMPETITOR
The graphs shows that consumers are confident when sourcing their condoms. This also gives an indication to their talking habits about the topic of sex.
The graph shows 50% source condoms from a medical centre. From this it shows how confidentiality is key , and the promotional technique will entice the market yet allow privacy.
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ExciteMe
HoldMe
LoveMe
SurpriseMe
TeaseMe
BeSafe
14:49
O2-UK 4G
Close X
100%
Discover
BeSafe
# # #
#SexBS
IDEAS
#SexBS
Trending
Promoted by BeSafe Condoms
#NationalPuppyDay
BeSafe
#BigWeekend
Sarah Williams NHS Nurse 00:30 / 01:30
More Trends BeSafe @besafecondoms
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BeSafe
3h
3.
Need a little excitement in your life? Check out our ExciteMe condoms. Staying safe can be fun #SexBS
2.
ArouseMe
Initial Ideas Three market
ideas were created research, with the
the prominent factors raised in the kept on the three issues raised.
The first idea was a welcome pack . It would be made available in medical centres and halls of residence owned by the universities in time for freshers week. The contents of the welcome pack would be one of each type of condom the brand manufacture, hand sanitizer, a pack of tissues, a selection of sweets, an NUS booklet with deals and offers and a one sided leaflet with all the information the student market need to know on using the contraception. This would be in conjunction with NUS and keep confidentiality which was an issue raised through where the market most source their condoms from. The second idea was a sponsored hashtag that the brand could create. The promotion would be entitled #SexBS where students could message their awkward and embarrassing stories to BeSafe which the brand could tweet out with the hashtag. This idea would empower the market connecting to the confidence felt when sourcing the product. The third idea was an interactive advert that features a health professional talking about risks involved if contraception isn’t used. There will be a ten second duration until closing the video. This idea raises awareness of risks involved and educates the demographic. The marketing
three ideas techniques will
be
1.Contents: Each style of condom and a hand sanitizer. In conjunction with NUS.Trial Run.Confidentiality.Raises Brand Awarenemess. 2.Hashtag #SexBS .Embarrassing/awkward stories.Anonymous. Creates interest. Empowers individual. 3. Advert fills the screen on the NUS website. 10 second duration until closing video.Raises awareness of risks involved. Educates demographic .
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from focus
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convey used to
how draw in
innovative the young
and trending digital aware market.
FINAL IDEA
e BeSaf
#SexBS
Final Idea The final idea was the welcome pack. This was chosen as it keeps the confidentiality for each student with such a taboo subject. It also meets the areas in which the brand emphasised in their requirements of the promotional concept, informing the student market. This is to help the customer understand the brand, simplify their selection process and encourage sales of the product. The welcome pack meets all of these requirements as it will be made available in medical centres, but also to new students when they move in to their halls of residence at the start of the academic year. By introducing the packs to the demographic, it draws them into the brand and allows them to process the brand’s ethos. By giving the target consumer a taster of the brand, it will make allow the student demographic to try out and learn about the high quality products the brand manufacture. It will allow the customer to understand the brand and accept it as a trusted and good quality competitor for other condom brands. This acceptance has the potential to lead to a loyal brand following. The welcome pack will also educate the target consumers in a fun and unique way making them stand out from their fellow competitors.
Contents: 6 BeSafe Condoms, one of each style Educational leaflet Tube of hand Sanitizer Booklet of all discounts and offers that NUS offer Selection of Sweets Packet of Tissues Welcome pack trial run at top 5 NUS using universities. Placed in halls in time for freshers week.The box is an A5 matte black cardboard with brand recognition. The CTA of the welcome pack is something that the customer can try out.This method allows them to research into the brand and get to know BeSafe,and acts as a placement of advertising amongst the community. The box will be emblazoned with the hashtag #SexBS for students to tweet in and discover the brand. Inside the box, there will also be a leaflet with an about of the brand and information on deals and the product range.
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About the Brand
Gola Live Brief 22
Gola are a British sporting heritage brand that emphasise their authentic and original roots. Their products serve the purpose of being hardworking loyal and genuine towards their owner. For this live brief, a Gola Classic brand trainer and bag was created for Spring/Summer 2016. The collection could be for mens, ladies or unisex. The designs of the chosen trend was then applied to an existing footwear and bag silhouette. The forecasted trend chosen reinforced Gola’s ethos of being an authentic heritage orientated brand.
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Brand Research I researched into the brand and found how they like to emphasise their British history. I used this as an inspiration point and finalised the trend forecast of Britsh Conditions. The trend celebrates the unpredictable weather that Britain offers, but most specifically the rain element. A concept board was created with three images, also known as the power of three to communicate the fabric finishes, British element and consumer. The first image shows the infamous red double decker through a water stained camera lense. This conveys the trend and also shows the type of consumer that will wear the pieces, emphasising the hardwearing qualities of the brand. The middle image portrays the fabrics and finishings . This waterproof, latex material is a modern element which has a shine that reflects the rain, communicating the trend. The third image shows how the rain moves, with a drop effect. This illustrates the fabrics and finishes which is a shape that could be added to the design.
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Trainer Design The trainer style for the trend was the Harrier design. This finish is a unisex trainer made of various fabric types. The design was made as a result of the concept board. A colour palette taken from the power of three board, of red white and blue were used to communicate the British element, whilst a hint of grey incorporated the trend to the design. The use of white against all of the darker tones communicates the season of the trainer. Leather was the main material type to fit with the brand’s ethos of being loyal and hardwearing to the customer. The modern element is featured on the brand stripes. A waterproof PVC style fabric is chosen to convey the rain movement and make the trainer more fashion based alongside the simple design. The tongue is a leather patterned finish. The print on this piece of trainer is a raindrop look effect that presents movement and shows how the theme can be added through minor elements. The overall aesthetic of the finish is bright which fits with the collection the design is for. Along with this, a light rubber sole is used to finish of the trainer and communicate how a trend that celebrates the British weather is applicable for the Spring/Summer 2016 collection.
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Bag Design The Walker backpack design was chosen to sit alongside the Harrier trainer design. The print from the tongue of the Harrier trainer was used heavily on the bag design, with blocks of the other tones from the designs on the straps and edges of the bag. This allows both designs to work together and allow the two looks to complement each other. The brand logo stands out in this design with the use of white and raises brand awareness. The material choice for the bag design is cotton canvas, this emphasises the heritage of the brand. Both designs are realistic to the brand and are commercial on a global scale.
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Contact Details PERSONAL Katie Parker Mobile: 07800987626 Email: katieparker94@live.co.uk Linkedin: https://www.linkedin.com/pub/katie-parker/95/54a/7
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Contact Details BRANDS MISSGUIDED Sarah Lynch - Marketing Manager Address: Missguided Ltd, Unit 8, Centenary Park Coronet Way Manchester M50 1RE Linkedin: https://www.linkedin.com/company/missguided-ltd
BESAFE Address: BeSafe Corporation Limited Unit 11, Brompton Industrial Est Richmond, DL10 7SN United Kingdom Telephone:+44 1748810194 Email: Besafeuk@besafe.uk.com
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GOLA Address: D. Jacobson & Sons Ltd, Heron Mill, Heron Street, Hollinwood, Oldham, Greater Manchester, OL8 4JS, United Kingdom