CV Introduction to Portfolio Project One: Diversity Zine Final Outcomes Project Two: Debenhams Styling Final Outcomes Project Three: Product Development Final Outcomes
The following portfolio contains a selection of my work from the FM2022 module. The projects selected show off the best of my abilities within the area assessed, whilst demonstrating the skills I’ve acquired throughout this module. The projects in this portfolio are the i-D Magazine Diversity Competition, the Debenhams Styling Competition and my Product Development Promotion for IKEA. Each assignment focuses on a different skill area that has been modified and developed further for the purpose of this portfolio. These abilities include photography co-ordination, styling and promotion which are further explained and demonstrated within the relevant portfolio sections. I have evaluated and justified my choices to show off my talents within the assignment areas. I have also included the best of my research for each project which shows the progression I’ve made from research stage to implementing ideas and designs.
Rebecca Louise Boffey rebecca.boffey@yahoo.com
30th March 1993
07521512560
lifes-acatwalk.blogspot.com
66 Brereton Drive, Nantwich, Cheshire , CW5 6HF
One of the things I love most is being busy; I thrive under pressure, completing all tasks on time and to my very best. I am a hardworking and determined individual who is willing and enthusiastic about any task. I am incredibly punctual and organised. I also work easily with other people, as well as independently. Having worked in retail, I am confident with customers, willing to help, friendly and very approachable. I am incredibly passionate about fashion and the world of styling; always keep up to date with the latest trends and have a subscription to many fashion magazines. I am full of good ideas, and constantly evaluating pages in magazines and online with ways to improve.
University of Central Lancashire, Preston Campus, Lancashire September 2011- Present Predicted 2:1 in BA Combined Honours in Fashion & Brand Promotion and Journalism Whilst at university, I have developed my skills and abilities in Adobe InDesign, Illustrator and Photoshop. Within my Journalism studies, I have gained the ability to produce correct copy of industry standards, and learnt how to conduct interviews. South Cheshire College, Dane Bank Avenue, Crewe, Cheshire September 2009- July 2011. I gained 4 A-Level qualifications which include an A in English Literature and History, and a B in Photography and Graphic Design. Brine Leas High School, Audlem Road, Nantwich, Cheshire September 2004- July 2009. I gained 11 GSCEs including English Literature and Language, Maths and Science, all A*-C.
Writing for my own blog, Life’s a Catwalk http://lifes-acatwalk.blogspot.co.uk/ February 2013- Present I began writing my blog as a way of documenting my thoughts on trends and style. It is a hobby of mine, and I enjoy writing and sharing my ideas and opinions in such a way that online users can read. This not only gives me a practice in writing for an online public media, but shows that I can write in a coherent way that readers can enjoy. Waitress- Enzo Café, Nantwich, Cheshire May 2012- September 2012 During the summer I worked part time as a waitress at a small café. I was responsible for taking orders and bringing out food, clearing tables and working the till. I was a valued member of the team often trusted with financial errands that included taking money to and from the bank. I developed my communications skills further, which enhanced my confidence. Sales Assistant - The Co-Operative Pharmacy, Nantwich, Cheshire September 2009- August 2011 During working for the Co-Operative Pharmacy being a sales assistant, I learnt key retail skills including till work, customer care, order placing and sorting deliveries. I was an efficient member of the team, trusted with financial aspects such as closing and opening the till, and sometimes the shop floor itself.
Paresh Palmer Course Leader & MA Fashion Co-Ordinator Univeristy of Central Lancashire, Victoria Building, Preston, PR 1 2HE PPalmer@uclan.ac.uk 01772 893185 Louise Smith Univeristy of Central Lancashire, Victoria Building, Preston, PR 1 2HE LSmith11@uclan.ac.uk 01772893182 Carrie Slater Enzo Café, 44 High Street, Nantwich, Cheshire, CW5 5AS, 07737922655 Mr. Ian Hampton The Co-Operative Pharmacy 10- 16 High Street, Nantwich, Cheshire CW5 5AR 01270627375
The Diversity Project was a live brief set by the All Walks Beyond the Catwalk initiative in association with iD Magazine. It was a competition to create a form of visual that promoted beauty and fashion from a unique point of view. The brief required me to celebrate a range of diversity that included body-shapes, race, disability, ethnicity, gender and physical abilities. I create an 8 page zine/ brochure to explore disability within the fashion industry. I chose to base my project around disability as I felt this was an area of diversity that often gets overlooked. Even the All Walks Beyond the Catwalk models do not feature disabled models. I wanted to show within my work that those with a physical ailment can still work within the fashion industry and break the boundaries within such an image-heavy world. For my zine, I helped co-ordinate the photography aspect, setting up the shot and deciding the best background and lighting. I also styled the models in clothing that would best show off their disabilities whilst also keeping their individuality. I created the zine myself based on the layouts of i-D Magazine and wrote the accompanying article that promotes disability within the fashion industry.
The zine I created explores disability within the fashion industry. All the models used in the zine show a physical disability, but also show how that doesn’t mean they cannot be represented within the fashion world. I used black and white photography as this kept continuity with i-D magazine. The article explains the prejudices disabled people face and how this should be stopped in regards to the fashion industry.
THE DISABILTY ISSUE NO.356
KIRSTIE BOOTH PHOTOGRAPHY DAVE SCHOFIELD SPRING 2013
REBECCA BOFFEY
superhuman
PHOTOGRAPHY- DAVE SCHOFIELD STYLIST- REBECCA BOFFEY MODELS- KIRSTIE BOOTH, ROBYN FOXLEY & FRANCESCA LASCELLES UNIVERISTY OF CENTRAL LANCASHIRE FASHION BRAND & PROMOTION
superhuman The front cover image runs over onto the back page. I laid the image out in such a way that the disability wasn’t shown so that readers would automatically assume the model has no physical ailment, thus upon reading the zine, would get thinking about disabilities.
PHOTOGRAPHY DAVE SCHOFIELD CONCEPT & STYLING REBECCA BOFFEY REPORT REBECCA BOFFEY
“unique and different is the next generation of beautiful” -Taylor Swift
i-D THE DISABILITY ISSUE
3
the only disabilty in life is a bad attitude It’s London Fashion Week, the new trend reports are coming in fast and you are currently lusting over that gorgeous Burberry Prorsum coat. It would look amazing on you, right? Well imagine having to modify one of the arms off because otherwise it won’t fit properly. Or, you have to alter a pair of trousers to suit your body shape. It seems almost sacrilegious within fashion circles. But disability is a way of life and is completely ignored in this self-conscious world. There are no designers that consider amputees within their clothing, thus, those with a physical disability have to adjust clothing just to be wearable. There are many misconceptions that those with a disability cannot be interested in fashion or any aspect of this industry. If fashion is a form of art, and art is interpretational, then who is to decide who can and can’t be interested? Currently, disabled models that are used within the fashion industry are used simply for shock tactics and not appreciated for their modelling talents. Models are simply viewed as human mannequins which begs the question why can’t anybody model? 15% of the consumer market is disabled; however they are not represented at all by the fashion industry at all.
ionable; if clothes are made to be worn, everyone should be allowed to model them, regardless of having one leg or one arm. Fashion is constantly ever changing and takes new risks every season, yet designers are failing to step out of the box and take a risk on disability models walking their catwalks. There is a common delusion that those with a disability are ugly and unattractive, and should therefore cover up their bodies rather than showing it off and highlighting it. A disability doesn’t mean somebody cannot be interested in fashion, the latest styles or keeping up with the fashion world. Fashion designers should embrace and start designing for disabled people as well as incorporating them into their runways. There was a time when disabled people were recognised within the realms of the fashion industry, but instead of moving forward with this, the fashion industry has taken a step backward and removed diversity from the runways. Anything other than stick-thin, perfect models are considered ‘unnatural’. Fashion is what you make of it, so let’s aim to live in a world where disability is appreciated in the fashion industry and not seen as controversial.
The London Paralympics 2012, has made people more aware of those with a disability and shown just how truly capable they are of everyday tasks. Nevertheless, Fashion Weeks still fail to include disabled models within their runway shows. There is so much stigma over disabled people being fash6
i-D THE DISABILITY ISSUE
i-D THE DISABILITY ISSUE
5
6
i-D THE DISABILITY ISSUE
- JON SNOW, JOURNALIST
“the whole fashion industry has a role to play in ensuring disabled people are more visible and have the same opportunities as everyone else.”
models are simply viewed as human mannequins which begs the question why can’t anybody model?
i-D THE DISABILITY ISSUE
7
The second project consisted of developing previous styling skills. Working in part of a seven-man team, Debenhams assigned a brand to each group and asked for a minimum of six images, styled to suit the brand and its clientele. My group was assigned the brand Jasper Conran, a brand aimed for a mid-30-year old woman. Our images would be promoted with the theme of ‘Preston Regeneration’ in mind; capturing Preston through the eyes of a Debenhams customer. We were also required to make our chosen brands seem more appealing to a younger audience and demographic, which is evident through our styling and careful use of models. My role within the group was Clothing Manager, thus I was in charge of deciding the relevant clothing needed as well as helping to styling the outfits. For this portfolio I have taken our final images further and developed them to promote the brand of Jasper Conran, in the style that Debenhams would, and applied them to a real-life situation.
AFTER
This was the final image I edited. There weren’t many changes to apply to the photograph as there were few marks to clean up. I airbrushed both model’s skin and made the overall image a little lighter and brighter to enhance the summery feel.
BEFORE
As clothing manager, I created these outfit boards to explain our main outfit choices and the decisions behind them.
Girls About Town
Outfit #1
The first outfit consists of a pink top and black & white printed trousers. The pink top was chosen due to its bright, vivid colour and how it really ‘pops’ against duller colours like black and white. The trousers were used because of the print. The print brings something more to the outfit rather than being completely colour-blocking. Teamed together, the pink really stands out against the patterned trousers. A plain top works well against the trousers so there isn’t a clash. Whilst the print adds a degree of sophistication to the outfit, the pink of the top adds the playful side, and a bright summery feeling. Accessories are kept to a minimum to not detract attention away from main components of the outfit. The nude and pink bag works well against this outfit, but equally does the black and white clutch. Similarly, either a nude or black shoe goes well with this ensemble.
Girls About Town
Outfit #2
Immediately, clashing blue and pink adds a playful, summery feel to any outfit. The block colouring of the pink top and blue jeans works so well to create a demure, yet very fun outfit. The jeans keep everything casual, whilst the pink top flatters the figure and is bright and breezy. The pink top was chosen to go with the jeans because of the colour-blocking trend. Both items stand out individually and together. As the outfit is so vivid and loud, accessories are kept to a minimum. Nude shoes and a nude bag work better with this outfit to keep the attention on the clothing.
Girls About Town
Outfit #3
The midi dress cuts at the knee, and hugs the figure in a flattering way. The black and white pattern means it can be teamed with both darker clothes and accessories, but also with bright colours to add a more fun feel to it. The third outfit consists of the midi dress teamed with an orange blazer. The blazer adds some more sophistication, but the bright vivid colour also means that the dress has a playful feel to it. In addition, it ties in the dark dress with the bright colour block trend by adding the blazer. Black shoes work better with this dress due to the black in the dress. The black and white clutch also goes with this outfit well as it highlights the black and white detail within the dress.
Girls About Town
Outfit #4
Outfit Four was another colour-block clash. Just like with pink and blue, orange and blue clash wonderfully and look really good together. The lack of print and pattern adds to how vivid the clothes stand out as it’s simply the colours alone. The orange and blue work really well together and will make images look more summery. The colours together also epitomise summer, and give out a strong lively feeling. Nude shoes would work best with this outfit to not clash with the bright colours, however, black shoes could work equally as well as they wouldn’t stand out as being less summery. The black and white clutch goes well with this look, keeping this plain and simple. A gold necklace detail will complete this look without going over the top.
The following show my progression from the final images to using them as a form of promotion for Debenhams and the brand Jasper Conran.
Life made fabulous
J by Jasper
Conran bag
J by Jasper
£59
es £40
Conran sho
Lifemade fabulous J by Jasper Conran Top £35 Skirt £50 Shop online at Debenahms.co.uk
DESIGNERS AT DEBENHAMS
The following are magazine adverts and/ or posters. Both of these images could be used in a magazine to promote the brands, or as a poster in and around store. The same Debenhams style has been kept to keep up continuity. J by Jasper Conran Orange Dress £69 Clutch Bag £30 Black Court Shoes £40 Orange Blazer £69 Trousers £45 Bag £59 Nude Shoes £40
DESIGNERS AT DEBENHAMS
Here are some examples of how the posters could be used in a real life situation. Both posters have been applied to an adshell, a promotional technique that Debenhams would use to advertise to a city audience.
This module required me to create a new product or service for an existing company and promote it accordingly to the brand’s own promotion techniques. After researching different ideas, I found a sufficient gap in the market for an augmented reality application for IKEA. This application would allow uses to digitally see IKEA products within their home as a try-before-you-buy system. The product itself is commercially viable for IKEA as a company, and suits its target audience well. The application called MYIKEA, would be available on iPhones and iPads, thus I created all the visuals to demonstrate this. As well as creating the application, I also researched and came up with relevant ways to promote the product in a way that represented IKEA. This project enabled me to develop my graphic skills and ability to create and apply imaginative solutions to promotional problems. This section of the portfolio demonstrates my skills in creating application visuals as well as showcasing a range of promotional techniques.
The following images are the visuals of my application. I have created an easy to use interface with navigation buttons at the top of the app. The user would browse through the catalogue for their desired product and use the simple ‘View in my Room’ button to digitally see how the product would look. Alternatively, the user can go straight to the camera mode and use the drop down catalogue there to find their desired product.
The following t-shirt, gilet and jumper will be worn by IKEA staff for the first two months after the MYIKEA application has been released. Customers will be able to scan the QR codes from the uniform to download the application to smart phones and tablets.
IKEA favour guerrilla marketing over other advertisement techniques in terms of promotion. Thus to promote the MYIKEA Augmented Reality Application, guerrilla marketing will be used. Large images of items from the IKEA catalogue will be digitally projected into main shopping areas in cities where there is an IKEA store.
Your local IKEA store IKEA FAMILY Store Shopping List
Living Room
Login My Account Basket
Welcome to IKEA United Kingdom
Welcome to IKEA United Kingdom
All Products New TV Ad
Your local IKEA store IKEA FAMILY Store Shopping List
Login My Account Basket
Bedroom Kitchen & Appliances
Children’s IKEA
Textiles & Rugs Seasonal
MYIKEA All Departments
All Products New TV Ad
Living Room
Bedroom Kitchen & Appliances
Children’s IKEA
Textiles & Rugs Seasonal
MYIKEA All Departments
M Y I K E A : Home | Use Online | FAQ’s
MYIKEA
Wouldn’t it be great to try before you buy? SOFAS KARLSTAD - £625
A NEW KIND OF CATALOGUE
DAGSTORP - £895
>
KIVIK - £390
Try before you buy has never been so easy.
IKEA PS HÅVET - £415
>
FIND OUT MORE LYCKSELE LÖVÅS - £200
That idea can now become a reality with our new application, MYIKEA. Using augmented reality technology you can view our products in your home before purchasing. Simply hover your camera over the desired room and drag and position items from our online catalogue into your room. Don’t believe us? Download it for yourselves and start building your dream home.
KARLSTAD
Three-seat sofa and chaise longue
£625
Up to date with our current 2013 stock, MYIKEA has all the products you’ll find online, in store and in our catalogues. Currently available for iPad 2 and 3, as well as iPhone 3GS, 4, 4S, and 5, MYIKEA can also be used online on our website here. Click here to download on iTunes.
VIEW IN MY ROOM Add to Wishlist
Add to Basket
Key Features - Seat cushions filled with high resilience foam and polyester fibre wadding provide great seating comfort. - Tiltable backrest for flexible seating comfort; choose between sitting position and two different resting positions. - Can be used free-standing or combined with other parts of the seating series.
SÖDERHAMN - £285
Most Popular Products: >Bedroom Furniture >Mattresses >Sofas >Curtains >Rugs >Storage
SEE HOW IT WORKS
Going to the store? Learn more about My Shopping List
Dressing your table Treat your home this party season
Watch the ultimate shopping experience
Christmas Cooking From baking delicious Christmas cookies to roasting your Christmas Day turkey, we have everything you need to cook for the festive season.
Your local IKEA store IKEA FAMILY Store Shopping List
Login My Account Basket
Living Room
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Your local IKEA store IKEA FAMILY Store Shopping List
Login My Account Basket
Welcome to IKEA United Kingdom
Welcome to IKEA United Kingdom
All Products New TV Ad
i
MYIKEA VIDEO
Bedroom Kitchen & Appliances
Children’s IKEA
Textiles & Rugs Seasonal
MYIKEA All Departments
All Products New TV Ad
Living Room
Bedroom Kitchen & Appliances
Children’s IKEA
Textiles & Rugs Seasonal
MYIKEA All Departments
M Y I K E A : Home | Use Online | FAQ’s
Home / Living Room / Coffee & Side Tables / Side Tables
ISALA
Side table, lilac
Bring your home to life with the click of a mouse.
The price reflects selected options
MYIKEA can be used online too! Simply upload an image* of your chosen room and use our online catalgoue to drag and drop items into your room. Share your augmented reality image for the chance to win your chosen furniture!
£160
Article Number : 402.041.75 Separate shelf for storing magazines, etc.; keeps your things organised and the table top clear. Read more Colour
*Images to be of a strong quality, no images smaller than 640x480
MYIKEA Browse
P10104561.jpg
Upload
Save Image
Add Item to Basket
Add Item to Wishlist
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SOFAS KARLSTAD - £625
VIEW IN MY ROOM
DAGSTORP - £895
<
KIVIK - £390
Alongside the creation of my application, I created website pages to promote the application and its release. The website features a page explaining the application and where to download it. The application is also usable online, for which I created the relevant pages. I’ve also designed the button that leads to the use of it online and the demonstrated how it would appear on a product page.