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WINCHESTER SCHOOL OF ART BA (HONS) FASHION MARKETING GRADUATING YEAR 2014
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Fashion Marketing Publication 2014
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Editors Letter Every May it feels as though the Fashion Marketing / Management programme has travelled another year at a remarkable speed. The programme has continued to innovate and develop and 2013/14 has been a spectacular year packed with an array of exciting events, visits, trips, learning and exploration of all things fashion and business. The graduating cohort of this year are the students that arrived as fresher’s in the September after I first joined in my position as Programme Leader back in April 2011, which makes the year group particularly special for me. They remind me of the journey we have had together as the programme has developed into what it is now. This years graduates are not only special for that reason though, they are also an amazing group of individuals who have impressed the team and I with their professionalism, communication skills, ambition, respectfulness, innovation and creativity; but also above all, they have been great to have around, and this will no doubt serve them well as they join brands and businesses in the coming weeks and months. You will see the talent shine through in the work displayed within this publication and I am confident that they will succeed in reaching their ambitious career plans. We wish our 2014 graduate every success. Also inside this year’s publication you will find articles from the programme team and our visiting academics alike to give you a taste and feel of the expertise and interests of our programme academics and contributors. In addition to thanking the students for all their hard work and dedication this last year, I would like to thank the programme team for their consistent hard work and support in making this programme the best that it can be for all of our students. I hope you enjoy reading the 2013/14 publication as much as I have enjoyed compiling it. Amanda Bragg-Mollison Fashion Marketing / Management Programme Leader Winchester School of Art Park Avenue Hampshire SO23 8DL Programme enquiries: A.Bragg-Mollison@soton.ac.uk 023 80596900 www.soton.ac.uk/wsa
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WHAT ARE DIGITAL FASHION PRACTICES?
Fashion marketing is about making connections. Technology is now changing the connections that fashion retailers can make with their customers. Digital devices can talk to each other and fashion markets can now respond and record the outcome of consumer interactions. Cloud-based technology has made possible new ways of storing and sharing data and new ways of communicating. Apps allow us to shop digitally through magazines. Fashion shows premiere live on sites such as YouTube. Tweets have become a currency. Fashion bloggers have become central to the communication of fashion. In short, Digital Fashion Practices are ubiquitous - fashion marketing without digital is now unthinkable. Digital Fashion Practices takes the form of practical sessions that complement the programme’s theoretical modules. Our practical projects are designed to introduce current digital practices within the fashion industry and identify key marketing approaches with new technologies. Our specially designed digital sessions identify best practices for translating design
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approaches from traditional screen- and print-based fashion media to emerging platforms and providing new opportunities for fashion marketing graduates. We have two fully-equipped, designated creative design marketing studios, where our Fashion Marketing/Management undergraduates can explore and utilise the latest digital fashion design and media software programmes, both in terms of their technical facilities and their broader significance in the fashion industry of today and tomorrow. Student projects include digital branding, logo design, interactive publications, 3d merchandising, digital campaign strategies, online marketing and promotion, and publishing Apps for mobile and tablet devices. All of our practical sessions are underpinned by key design strategies that draw on both the creative and scientific applications of digital design and marketing. We construct fashion blogs and microblogs and consider the ways in which they have become core PR and community builders and marketing assets for the fashion industry. We look at how social media platforms have influenced the marketing of fashion, both in terms of delivery and content. We explore the importance of content and voice in fashion e-commerce, the employment of user-generated content, lifestyle, personalisation, photography and video and using digital to market brands without heavy-handed advertising. We create short films and look at the rise of YouTube in digital fashion marketing and how its technology thrives across different bandwidths and mobile devices, ensuring that it works for the biggest possible audience and making it one of today’s largest search engines. We explore how smart phones have shaped m-commerce (mobile marketing) and consider how Apps for tablets and phones are being developed to create personalised mobile shopping experiences, using localisation technology for browsing, collecting and curating products in-store. We examine emerging online digital spaces such as the ‘Digital Flagships’ (sites that allow users to navigate all of the brand’s available content, media and services through the same interface) and the changing role of traditional bricks and mortar stores that use digital technologies to make in-store experiences more unique and to improve customer service. We show how brands monitor the success of their strategies and improve their performance with web analytics. The focus of Digital Fashion Practices is to enable students to experience and explore the role that new technologies play in shaping the marketing of fashions in new and creative ways. By combining creative approaches and design thinking with a detailed understanding of fashion marketing theory and practice we provide students with a thorough grounding for careers in Fashion Marketing. Clare Harris - Teaching Fellow: Digital Fashion
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PROJECT TITLE: YashkaThor-The Brazilian Expansion PROJECT DESCRIPTION: My project is based around a collaboration with London based milliners, YashkaThor. The project focuses on product and market development strategies for the emerging Brazilian market. The project delivers in depth research into this market, especially consumer focused research on the cultural consumption of social media to support market entry. CAREER ASPIRATIONS: I am currently interning with YashkaThor alongside my final major project with a focus on digital marketing. In addition to this I have worked as a media and promotions officer with my student union. I would like to continue working in the digital marketing sector of fashion. PROGRAMME FEEDBACK: My time on this course has given me a fantastic insight into the fashion industry and the vast array of jobs that are available. The level of industry interaction is fantastic due to the high level of contacts within the programme team. CONTACT: Caramsay1@googlemail,com Webpage: caramsay1.wix.com/craigramsaymarketing Twitter: Craigramsay30
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PROJECT TITLE: The Style Advisory PROJECT DESCRIPTION: A Strategic Fashion Retail Audit and Marketing Plan: John Lewis My project focuses on John Lewis, Britain’s leading department store retailer. The final output of this project is a digital styling service, ‘The Style Advisory’, aimed at a younger target consumer. The initial output of this project is a strategic retail audit and an internal marketing mix evaluation. ‘The Style Advisory’ is a differentiated product offering digitally interactive style guidance — inspiring and informing customers of key trends, colours and silhouettes across fashion and beauty. CAREER ASPIRATIONS: To date I have experienced several work placements including My Wardrobe and WGSN. My most recent experience was with John Lewis on a two-month Undergraduate Retail Management placement, followed by a short-term internship in Head Office with the Womenswear buying team. As of September 2014 I will take up a position on the John Lewis Graduate Scheme.I am passionate about British fashion retail and hope to go into fashion buying. PROGRAMME FEEDBACK: I have thoroughly enjoyed my three years at WSA. The teaching team has been very supportive in both an academic sense and in work experience opportunities. CONTACT: jessicashuttleworth@live.com www.jessicashuttleworth.wordpress.com uk.linkedin.com/in/jessicashuttleworth
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DIAMOND DOGS IS RESPONDING TO THE SOCIAL AND CULTURAL SHIFTS THE DIGITAL AGE HAS BROUGHT UPON THIS GENERATION. AN INNOVATIVE PLATFORM THAT PROVIDES A CULTURAL CONTEXT TO THE WORLD AROUND US ACROSS ART, MUSIC, FASHION, NEWS & EVENTS, HIGHLIGHTING CREATIVES AND INDIVIDUALS WHO ARE LIVING WITH A NEW CODE OF THINKING; EMBRACING YOUTH CULTURE WITH A REVOLUTIONARY VISION. 10
PROJECT TITLE: Diamond Dogs PROJECT DESCRIPTION: Diamond Dogs is a brand new online platform catering to 17–21 year olds in the UK, a one-stop site for discovery, culture and inspiration- currently available at diamonddogs. co. My role in this collaborative project has been the development of brand concept, identifying and connecting with a new consumer segment of leading edge Generation Z. WORK EXPERIENCE: I have interned at WGSN London where I held a key role in event planning and shortlisting for the WGSN Global Fashion Awards 2012. I also managed all social media accounts and liaised with PR and bloggers. CAREER ASPIRATIONS: I am passionate about trend hunting, culture and consumer research and hope to combine this with digital marketing; working for a brand where I can create innovative campaigns that fuse fashion, music and culture. PROGRAMME FEEDACK: Fashion Marketing tutors have amazing connections with the industry from Burberry to Valentino. Overall, WSA has been a fun, supportive and exciting environment to learn in. I feel armed with up-to-date industry knowledge, skills and understanding with a futuristic outlook on the fashion industry, which I know will be relevant for many years to come. CONTACT: louisa.kimmins@icloud.com Twitter: @LouisaK__ uk.linkedin.com/pub/louisa-kimmins/57/181/2b2/
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PROJECT TITLE: Diamond Dogs My role in this collaborative project has been the development of the business plan. I have been looking at unique ways to monetise effectively, creating a business model that doesn’t take away from our social goals and the development of our visual identity including brand marks and the website aesthetic. The diamond dogs delivers clear and concise articles, playlists, documentaries and interviews showcasing the success of young professionals and artists, as well as the opportunity to contribute on a visually engaging and easy to use platform. CAREER ASPIRATIONS: A job that allows me to combine my extra skills in film-making, writing and digital work with my degree in Fashion marketing; a role that will allow me to wear different hats. I would love to work with a media/ content provider whether that be an existing publication or continuing to pursue the Diamond Dogs. PROGRAMME EXPERIENCE: I’ve thoroughly enjoyed my experience on the course. I have benefitted the most in being able to gain extra skills in a range of practices, in a positive and stimulating environment surrounded by other creatives pursuing different degrees. CONTACT: ashwinsingh.london@gmail.com
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PROJECT TITLE: #UnitedSelfs: The Microaggression Project PROJECT DESCRIPTION: United we celebrate individuality. Together we fight Microaggression. You have seen it happen, you have probably experienced it yourself. Microaggression is a daily interaction such as a slight, putdown, indignity or invalidation made unconsciously and automatically that is directed towards a specific group regarding race, gender, sexuality etc. #UnitedSelfs is a project created by American Apparel to create awareness and help eliminate this behaviour. Through a collection of print media, a digital platform and printed t-shirts we will help unite the cultured, freethinking Millennials to join the conversation and support the campaign. WORK EXPERIENCE: Currently working for a coveted high-street fashion company. CAREER ASPIRATIONS: Inspired by the endless boundaries that digital and online content offer, I seek a career that focuses on creating captivating and unique digital marketing methods. PROGRAMME FEEDBACK: Studying at the University of Southampton has unlocked and developed the right balance of the creative and business mind required to flourish within the fashion marketing industry. The course has given me a good insight into what each possible career path entails, preparing me through stimulating projects. CONTACT: hannahtagulao@live.com Website: http://hhtagulao.tumblr.com LinkedIn: http://uk.linkedin.com/in/hhtagulao Instagram: http://instagram.com/taggie_
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PROJECT TITLE: Quotidian PROJECT DESCRIPTION: A new bilingual (English and Chinese) bi-annual digital and printed lifestyle publication focusing on Chinese emerging creative talents. Each issue will move to a new destination and feature two individuals in-depth, exploring their work, identities, inspirations and friends. Issue 1 features London-based handmade clothing designers, Tianmo Wang and Renli Su. PERSONAL DESCRIPTION AND CAREER ASPIRATION: Beijing-bred, Western-educated, Xuetong is a globetrotter. Considering herself as an explorer and storyteller of fashion, urban and lifestyle scenes, her projects are variously realized as publications, images, marketing plans and social networking. Other than her writings and photographs, Xuetong has freelanced for a broad range of creative companies in China and the UK. An ambitious Fashion Marketing student, driven, resourceful, proactive and reliable. WORK EXPERIENCE: Social Media and Digital Marketing Intern, Hot Pot Digital (London, UK 2014.04-Present) UPCOMING: EITE e-Commerce International Trainee, ecco (Global: include Denmark, Netherland, UK, Asia and the US) PROGAMME FEEDBACK: A holistic programme dedicated to those who are interested in, and want to pursue a career in fashion or related industries. With a balance between creativity and business, it offers state-ofthe-art facilities and good teaching contact. Luckily I got an opportunity to spend a semester abroad in Denmark. CONTACT: cuberpageusn@gmail.com http://www.i-m.co/cucumberber/XuetongSun/home. Linkedin: http://www.linkedin.com/pub/xuetong-sun/40/ b57/b17
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PROJECT TITLE: Retail Market Audit and Strategic Plan for ‘& Other Stories’ PROJECT DESCRIPTION: My final major is a strategic fashion markting report for H&M’s alternative, upmarket independent brand ‘& Other Stories’. The strategy comes in the form of an interactive campaign to help build brand equity, consumer sentiment and a pioneering shopping experience. WORK EXPERIENCE: August 2013: Shoot assistant at ASOS where I worked alongside a freelance stylist, photographers and the commercial project manager for the ASOS team. August 2013: Visual Merchandiser for HOBBS June 2013: Fashion show dresser for Richard Nicoll CAREER ASPIRATIONS: My long term aspiration is to develop a career within the digital marketing sector. PROGRAMME FEEDBACK: My time at WSA studying BA (Hons) Fashion Marketing has been thoroughly enjoyable and beneficial. The course is exciting, stimulating and extremely relevant to those with a love of fashion and the marketing world. CONTACT: emmacooper_10@hotmail.co.uk Personal Website: dropr.com/emmacooper Linkedin: linkedin.com/in/emmacooper10
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PROJECT TITLE: L.K.Bennett Marketing plan PROJECT DESCRIPTION: L.K.Bennett lack brand resonance; although their product range encompasses fashionable and directional pieces, preconceptions of L.K.Bennett include twee, middle aged and mumsy. This inconsistency with their brand image and product range is having a detrimental impact on L.K.Bennett. This marketing plan outlines the communication and promotional strategy L.K.Bennett will implement to extend their reach and resonance; broadening the brands appeal and targeting a wider customer segment. WORK EXPERIENCE: As a motivated and driven individual, I have undertaken a variety of work experience, including internships with leading fashion forecasting agency WGSN, as well as luxury brand Jane Carr. Interning has enhanced my knowledge and scope of the fashion-marketing environment, developing my creative flair and commercial acumen. CAREER ASPIRATIONS: I am a diligent and ambitious Fashion Marketing undergraduate who aspires to work within creative branding, marketing and PR. Through my studies and work experience I have developed a comprehensive understanding and appreciation of fashion marketing, strategic brand management and the digital landscape, cementing my decision to pursue a career in fashion marketing communications. PROGRAMME FEEDBACK: The University has enabled me to develop my creative awareness alongside my business and commercial acumen skills and I believe this will benefit me when I graduate. CONTACT: fionahudson@live.co.uk www.fionahudson.co.uk
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PROJECT TITLE: The Future of Fashion & Strategic Marketing to Generation Z PROJECT DESCRIPTION: My final major project is focused on attracting the next generation of fashion entrepreneurs to the fashion industry. The strategy and physical output of my project is the creation of a magazine publication aimed towards 14-18 year olds, offering them a concise round-up of London Fashion Week while also having a focus on career opportunities and fashion education. WORK EXPERIENCE: I have worked as a Marketing Intern at trend forecasting and analysis agency, Stylesight, and as a Fashion Intern at Conde Nast, Brides Magazine. I have won competitions with companies such as Company Magazine and Freemans.com.Further to this, I have been involved with a University magazine called FUSSED, writing a weekly fashion and street style segment. CAREER ASPIRATIONS: I am interested in a fast-paced role within the fashion industry and am particularly keen to pursue a career in Fashion Buying. PROGRAMME FEEDBACK: Modules such as Fashion Promotion and Strategic Fashion Marketing have increased my commercial awareness. Analyzing consumer behavior and learning digital skills are abilities that I see as invaluable will help me to stand out when seeking employment. CONTACT: georgmccann@gmail.com Website: georgmccann.wordpress.com LinkedIn: Georgina McCann Twitter: @GeorgMcCann
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PROJECT TITLE: A Business Plan To Support The Launch Of The Flawless Beauty Factory PROJECT DESCRIPTION: My final major project focuses on the launch of a new cosmetics brand that turns the current market upside down to compete in a new, uncontested market space. Beauty brands have typically focused on providing consumers with innovative products through a mass consumption channel. Although this has enabled many brands to be very successful, there has been a shift in consumer desires to a more personalised approach. Flawless focuses solely on this ‘Individualism’ niche sector. Flawless formulates bespoke make up. Its cosmetics are made in store, using only naturally luxurious ingredients. This enables the brand to provide its consumers with instant gratification with products formulated for the individual’s skincare needs and desires. WORK EXPERIENCE: 2011 – 2014 - The Big Choice Group - Team Leader. 2013 - Make Happy - Marketing Intern 2013 - The Fashion Event - Event Manager. 2008 - Mail on Sunday, YOU Magazine - Intern, Working in various departments such as Fashion, Features, Graphics and Layout, Photography and Sub Editors. CAREER ASPIRATIONS: My goal is to work within branding and brand management as I thrive within a strategic environment that benefits from a creative and innovative flair. My passion stems from a deep love of cosmetics and fragrances so I will strive to pursue a career within this market. PROGRAMME FEEDBACK: Overall, the degree aims to balance the theoretical knowledge and understanding with the creative practical skills required to succeed in all areas of fashion marketing and management from small enterprises to complex international-based fashion brands. CONTACT: Kimdhesi@hotmail.co.uk Blog: Kimdhesi.wordpress.com http://www.linkedin.com/pub/kimren-dhesi/50/710/570
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PROJECT TITLE: Mark Thomas Taylor PROJECT DESCRIPTION: For my Final Major Project I collaborated with the London based menswear designer, Mark Thomas Taylor, to generate and implement interesting ways in which the brand can reach their target consumer, generate public excitement and make the product desirable for the aspirational MTT guy. A written audit and strategic marketing plan on Mark Thomas Taylor has been produced to showcase the internal and external factors that benefit and impact the brand. Promotional material, look books and website designs have been produced to reach out and generate interest in the label. WORK EXPERIENCE: PR Internship at Frame Noir: valuable knowledge and experience in a fashion PR agency. CAREER ASPIRATIONS: After completing my degree, I am determined to follow a career path in marketing, digital marketing, e-commerce or social media. PROGRAMME FEEDBACK: I have truly enjoyed undertaking this Fashion Marketing course, and I have gained excellent theoretical and digital skills that I shall take with me into my future career. I have mostly enjoyed learning how to use Adobe programs such as InDesign and Photoshop. My digital skills have progressed immensely over the years thanks to our tutors. CONTACT: Hollydolke.wordpress.com, holly.dolke@outlook.com, http://www.linkedin.com/pub/holly-dolke/83/775/822
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1. On your LinkedIn profile you state yourself as creative consultant/blogger. What does your job actually entail?! I come from a communication background; I graduated with a BA in PR and MSC in global media communications. Then it was the time of the recession here in the UK and in the rest of Europe, I went through the process of applying for internships, press positions and marketing positions. However I was unsuccessful. Nothing was working at that time. So I set up as a freelance consultant: in terms of advising new generation designers how to set up their own businesses through creating online profiles and campaigns. That started working well and one client after another approached me. A year and a half ago I launched the Gentlemanblogger.com. 2. What skills/traits do students need now to succeed in the industry? The first thing is visibility. It’s very hard to be visible out there with your name or your work. Everyone has great work or certain certificates from universities and other institutions so how do you get that message across to the business side? That’s what social media is offering. I think your personal Twitter, your personal Facebook and personal LinkedIn is where you can talk to the industry. You get to talk to a magazine or the buyer of a head department. I think differentiating yourself by having blogs and having a great following is what the industry is looking for at the moment. A friend of mine was saying that no one goes through the process of interviewing because businesses first check if they’re online on Facebook, Twitter
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THE FASHION EVENT 2014 INTERVIEW WITH MATTHEW ZORPAS, FOUNDER OF THEGENTLEMANBLOGGER.COM & VISITING LECTURER ON THE FASHION MARKETING PROGRAMME
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and LinkedIn. If they have none of the three then they don’t go through to the interview stage. It’s interesting that the industry is looking at that. Passion is the key and how you translate that into making yourself visible and you also need it so survive as well. 3. How did you get into digital and can you talk me through the evolution of The Gentlemen Blogger? Through the experience of consulting for different designers and building up their digital profiles and familiarizing myself more with the digital soundings and tactics. My question was: ‘why should I not apply these strategies to my own platform?’ and that’s when the idea of the Gentleman Blogger came along. I was already surrounded by blogging friends and they said ‘why don’t you start your own?’ There is so much noise and so many people already have blogs. I thought there were enough traditional journalists and mentioning of the circus of fashion meant a lot of negative publicity and I thought maybe the trend was over. I researched the market and identified there weren’t many menswear bloggers out there. And then the menswear bloggers that were out there were very trend-focused and it was all about being trendy and wearing all the key pieces of a collection. I couldn’t find anyone that was just wearing a plain suit, a white shirt and a tie. That’s where the business model of a niche market came from. It started with the Gentleman Blog which is two years old in the summer. On the first day there were one thousand unique visitors on the firs blog post and I thought ‘Wow!, there is a need out there for people to find someone to identify with.’ On the third day I had a project with Armani Exchange and 5 days later I had an agency representing me in New York and an agency representing me in Paris. Up to today I’m impressed by how people have responded to it. The industry is still looking for people to be represented by, they have lots of marketing and digital fans who gather around them and who are still looking for niche people who have a strong influence. 4. What opportunities has being a high profile blogger brought you? In 2010 I was named one of the best dressed men in Britain as featured in the Evening Standard. GQ Taiwan in 2013 named me one of the top five fashion experts emerging. That’s where the printing and publishing industry start to support the idea and bring audience too. Both of the interviews happened organically and a street shot went through the Esquire editors and then there was a competition running and the same with GQ Taiwan.
That’s when my traffic started booming and more people started watching it and I was taking photos and doing London fashion week. I was credited by big blogs and websites regarding my style and started building a profile.
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Through the year again what I found challenging with the blog was making it relevant; an example was when the Great Gatsby film came out. All around London were promotions for the release of the new movie: the music industry was releasing music, Selfridges had displays around Gatsby film, people had Gatsby parties and that’s where the idea for the blog was to translate it and use it on the platform. We collaborated with Vivienne Westwood and created a Gatsby inspired blog.
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Again what I find with the blog and the success of how it grows is telling stories and being unique. Its not about high resolution images or press releases or celebrities but about creating your own stories. Last year I travelled 55 times from the US or Africa to Asia. Each trip was sponsored by a brand or airline, the possibilities it gave me expanded the whole business and Brazil has now become my biggest source of traffic as people are interested in how I travel, where I travel, what I eat. It’s all about creating content that no one else has. 5. What’s your involvement in the fashion marketing programme at WSA? How do you think it supports people in the industry? Now I’m teaching the first years in fashion promotion and second years in digital marketing. Again what I see the new generation lacks is learning to place themselves in a certain way once they finish their Bachelors degree. It’s a reality check that if you open a Twitter account when you are 18, 19 – when you’re a first year – that by the time you graduate you will hopefully have a thousand followers. This audience you will carry over with you after leaving. the industry will not embrace you with open arms so you need a good network around you. Understanding how LinkedIn works and how to network and communicate with industry professionals; teaching how to communicate with the brand director or designer and not just sending a job application form, these are all necessary. It’s preparing them to have an online presence that means they will be ready and they can take it with them when they leave. 7. Future innovation- What do you think the future holds for fashion, what will be important for future students to understand and prepare for a career in the industry. I think that the key skills needed for the industry are those that link to thinking creatively, and not just for practical design led projects such as a promotional marketing campaign for example, but core creative thinking skills for business in general. Students who come out from degrees who do not just follow what the textbooks stipulate will be the ones that succeed. I think this programme really supports the students development in this area, they are independent and more critical as a result of the three year programme, and this is likely to stand them in good stead for industry.
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“The Rome/ Florence trip was one of the most incredible and inspirational trips of my life. Having opportunities that I know people in the industry would die for and visiting the most beautiful places was truly a privilege!” “I loved this trip so much! It was a surreal and amazing experience, allowing me to actually get to know people on my course!” In February of this year we travelled to Italy to visit Rome and Florence to learn about fashion promotion, communication, distribution and culture. We wasted no time getting stuck into the fashion world and started off the trip with a visit to none other than the Valentino headquarters to see the inner workings of the brands haute couture business! We experienced access that most press only dream of, including sitting in the private consultation rooms where royalty and celebrities are hosted to discuss their sartorial needs- truly amazing! Valentino was swiftly followed the next day by an in-house private tour of luxury brand Fendi, the visit culminating with a photo shoot on the private roof top of Fendi itself, this has to be one of the best views in Rome! Thank you Fendi. Other highlights included a visit to one of the first Italian design Maisons of the 1950s, Sorelle Fontana, where we learnt about the development of a brand that bought Italian high fashion to international markets promoting ‘Made in Italy’ all over the world. Finally, a visit to Rome would not have been complete without a visit to the Coliseum. As if all of that was not enough, once we had exhausted the fashion houses, streets, exhibitions and culture of Rome, the trip headed to Florence to visit the stunning and beautiful exhibition of luxury shoe brand, Salvatore Ferragamo and Italian powerhouse brand, Gucci. The leatherwear markets of Florence were a hit, and the Giorgio Armani exhibition at the Roberto Capucci Museum was stunning, all in all the trip was an inspiring and educational adventure. By Ryan Notman-Watt, Level 1 Fashion Marketing Visit the blog www.marketingoffashion.com and see more pictures on Instagram@MarketingWSA #moftravels
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PROJECT TITLE: Grey Matters PROJECT DESCRIPTION: Notoriously, style and fashion is presented as a young woman’s game, captivated with speed, novelty and of the current moment and certainly not with older faces and ageing. Beholding this, Grey Matters is a visually creative consumer culture trend forecasting book challenging notions of ageing and celebrating the older demographic, style and purpose. YOUR WORK EXPERIENCE: My time in the industry has centred on assisting as a picture researcher for companies Stylesight and Good Housekeeping Magazine. CAREER ASPIRATIONS: In sight of an ever-moving industry where attention to detail is essential, I aim to seek an exciting position centered in creative direction with middle market or premium brands who are forwardthinking in their approach such as Cos, Anthropologie and Whistles. PROGRAMME FEEDBACK: The blend of theoretical business and practical creativity on the programme has provided me with the professional tools to engage in a forward thinking and innovative way in the fast-paced fashion industry. CONTACT: nityaarya@hotmail.co.uk www.nityaarya.tumblr.com LinkedIn: http://uk.linkedin.com/in/nityaarya/ Twitter: @nitya_
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PROJECT TITLE: Brat and Suzie Festival Pop-up Stall PROJECT DESCRIPTION: My Final Major Project is based around the idea of Brat and Suzie having a pop-up stall at the Secret Garden Party. Here, there would be an excellent selection of festival clothing, including exclusive dog print wellies, as well as activities and competitions to engage consumers. There will be a bucking bronco challenge, Instagram competitions, and the opportunity to get animal nail art and animal face/body painting done. There will also be a photographer available to take pictures of groups of friends with a polaroid camera which will connect straight to Brat and Suzie’s Facebook page. WORK EXPERIENCE: I have worked within the Fashion and beauty department of Heat magazine as well as a PR intern for the brand, Brat & Suzie. I was involved in creating press releases, writing blog posts and creating spreadsheets. CAREER ASPIRATION: After gaining valuable work experience last year, I found that PR particularly suited my strengths and to develop this further within fashion, either working within an agency or in-house for a fashion brand. PROGRAMME FEEDBACK: I have gained a vast amount of knowledge within various areas of Fashion Marketing, such as digital marketing, trend forecasting, fashion promotion and consumer behaviour. Having used InDesign, Illustrator and Photoshop to create visual reports, mood boards and an App, I am now confident at using the Adobe suite due to the help received from my digital tutor. CONTACTS: Sophierebeccawright.wordpress.com Sophie.wright93@hotmail.co.uk
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PROJECT TITLE: Gucci Garden PROJECT DESCRIPTION: My project is about the brand Gucci and promoting a garden that will be exclusive to it. I want to promote an oriental garden in Asia (China, Korea and Japan) to celebrate the brands history , as well as celebrate the 50th anniversary of the Flora Collection, 2014. The garden will be used as a promotional tool for the brand to present its latest collections and events. it will be a sustainable garden and will highlight the brand’s key products that are inspired by nature and Asian culture. WORK EXPERIENCE: I have extensive experience working in the beauty and retail environment with Bella the beauty salon, Herbs & Acupuncture and Boots. I am very involved in community work and have worked in a youth organisation (Aspire) in Bristol. CAREER ASPIRATIONS: I want to become a marketer working for a beauty company with particular focus on the Asian market. PROGRAMME FEEDBACK: I have enjoyed my time studying this course and working with peers and tutors. I have learnt a lot of from the programme and I feel it will benefit me in the future.
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PROJECT TITLE: Rack and Brew PROJECT DESCRIPTION: I will be introducing a new boutique café concept that does not yet exist in Brunei Darussalam but is a growing trend around the world. The café will consist of breakfast, lunch and afternoon tea, mainly influenced by British café lifestyle, while incorporating some local elements on the menu. Creating a community space that sells a lifestyle with a boutique café vibe where consumers are able to eat, hang out, relax and shop. The shop consists of two floors. The first floor is the café serving breakfast, lunch and afternoon tea treats and the second floor is the boutique and afternoon tea lounge. WORK EXPERIENCE: I have worked at a boutique in Brunei Darussalam called Deseo Living Gallery. The experience has enabled me to gain effective leadership and time management skills. CAREER ASPIRATIONS: I now have extensive knowledge of the fashion retail industry and marketing techniques, as well as strong digital graphic design skills. I hope to develop a career in buying and merchandising. PROGRAMME FEEDBACK: The course has a balance of theoretical knowledge and practical skills. The facilities are great and we have easy access to Macs equipped with the latest Adobe software InDesign, Photoshop, Illustrator and Premier Pro. We are also given the opportunity to meet with guest speakers and get an insight of their experiences, expertise and their journey, which are often a great way to learn and get an understanding of working in the different job roles and industries. CONTACT: dilys.chai@hotmail.com Website: http://dilyschai.wordpress.com LinkedIn: http://www.linkedin.com/profile/ view?id=323271515
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PROJECT TITLE: STAMP PROJECT DESCRIPTION: STAMP is a new online channel concept that merges e-commerce and a promotional platform format, to promote and sell on-trend, fashion-forward, ethical and sustainable brands. Through research into the current marketing environment, it is evident that there is a gap in the ethical fashion market for an innovative e-tailer that targets the 16-24 millennial consumers. The aim is to raise awareness of fashionable ethical and sustainable brands through engaging short films, high-impact visuals and interesting editorial content; all with a focus on filtering and tailoring information and features to the individual customer. WORK EXPERIENCE: PR Intern at Village Press: 2013. (PT) Sales Consultant at Fired Earth: 2013 – 2014. Marketing & Copy writing Intern at Wish Want Wear: 2012. Contributor at Esvie.co.uk: 2010 – 2013 CAREER ASPIRATIONS: I wish to pursue a career in fashion marketing that incorporates my passions for writing, digital and promotion. PROGRAMME FEEDBACK: BA (Hons) Fashion Marketing has completely built up my confidence through a perfect balance of creative and business-related modules, I feel I can now enter the industry with a wide range of competencies including digital skills, strategic planning and promotion. The diverse selection of modules such as Range Planning, Fashion Retail Marketing and Digital Fashion Marketing, have opened up more pathways into the industry than I imagined possible. CONTACT: beckyharris76@hotmail.com www.cocoandcake.com Twitter: @cocoandcake uk.linkedin.com/in/rebeccaharris2/
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PROJECT TITLE: W.S STUDIO – The emergence of online personalisation PROJECT DESCRIPTION: The launch of a womenswear brand W.S Studio. The brand offers a ready to wear collection and distinctive online personalisation service with garments designed to the customers own preferences. The objective of the project is to develop brand positioning, targeting strategies, range planning and digital communications in preparation for an online store opening. The project is developed in cooperation with two design graduates from London College of Fashion. WORK EXPERIENCE: Sales Associate at Burberry, London: Dec 2013 – Jan 2014. Personal Shopper at inx Enterprises: Jul 2013 - Sep 2013. Admin/Activity Assistant at St Martha’s Senior School , London: Jul 2012 – Sep 2012. CAREER ASPIRATIONS: I now have extensive knowledge of the fashion retail industry, marketing techniques as well as strong digital graphic design skills. I hope to develop a career in buying and merchandising. PROGRAMME FEEDBACK: Not only have I developed solid academic knowledge in the marketing fashion area, but also the digital side of fashion such as digital graphic design and film shooting. The course contents are very practical and will be useful in my future career. CONTACT: daisyz@hotmail.co.uk Linkedin: uk.linkedin.com/pub/daisy-zhang/1a/a25/a18/ Digital Portfolio: https://mengxuanzhang.wordpress.com
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FASHION MARKETING IN A CHANGING LANDSCAPE: FROM PARIS AND LONDON TO BAKU
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ashion, as an industry, used to be fairly simple in terms of its structure; of where and how we obtained our fashion information and products. Fashion meant of course, not clothes, but rather a place, specifically a city: Paris. Famous fashion houses of the calibre of Worth, Poiret, Lanvin, Chanel, and Dior produced these dreams of fashion in the form of haute couture, which could be witnessed at fashion shows and on the pages of magazines such as Vogue and Harper’s Bazaar. During the course of the 20th Century, however, the hegemony of Paris has been challenged as a series of other cities have sought to establish their own fashion credentials, including London, Milan, New York, and Tokyo. Together with Paris, these cities are collectively known as the ‘‘Fashion Capitals,’’ which act as the key nodes on which the fashion industry as we know it today has come to be based. Yet, through the latter part of the 20th Century, and into the opening decades of the 21st Century, the landscape of the fashion market has changed dramatically. This change has been brought about, not least, through the emergence of developing fashion markets, not only as consumers of fashion, but also as producers of fashion and their own new fashion brands. If Lebanese and Chinese designers can now also produce clothing similar to the calibre of haute couture, such as Elie Saab or Ma Ke’s Wuyong (Useless) label, what then is the future of fashion, not only in the West, but globally? Despite the buzz today surrounding the BRIC economies (Brazil, Russia, India and China), and now also the MINT (Mexico, India, Nigeria, Turkey) and CIVETS (Columbia, Indonesia, Vietnam, Egypt, Turkey, South Africa) countries, fashion has always sought to exploit new opportunities in new markets. In the early 20th Century, Buenos Aires in Argentina was the capital of a potential new ‘‘super power,’’ with both Paris couturier Paquin and Londonbased department store Harrods opening up branches there. In 2014 Harvey Nichols are due to open their eighth branch outside the UK in Baku, Azerbaijan; while many a French fashion brand, including Chanel, can be found nestling in its own dedicated boutique in Daslu, São Paulo’s ultimate luxury fashion experience. What is radically different today, in terms of the extent and persuasiveness of fashion, has to a large extent been facilitated by technology with an ever-increasing
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connectedness to information about fashion and potential new markets. The Internet, and the platforms it now facilitates such as Instagram, Tumblr, Pinterest, YouTube, and Face Book, are now an integral part of every fashion marketing and promotional strategy. As well as opening a window onto the culture of new fashion markets, they are also a key entry point for many fashion brands to (re)connect with their audiences across a variety of geographical locations and time-zones. At the same time as the new, virtual fashion experience has evolved, further ‘‘real life’’ fashion experiences are opening up within both existing and new fashion markets. Perhaps the most visible of these is in the rise in the number of Fashion Weeks which are attracting interest from the international press, promoting a localized fashion industry to an international audience. Berlin, Cape Town, Istanbul, Jakarta, Lagos, Manilla, Montréal, Perth, and Warsaw are just a selection of cities which now all play host to a Fashion Week. Alongside journalists from established publications are a new breed of fashion reporter in the form of bloggers, who can now also be found spending their time travelling between such cities in the hope of uncovering the next ‘‘big name’’ designer or ‘‘hot’’ new trend. Exhibitions, festivals, and other events, such as the Fashion in Film Festival, FASHIONCLASH Maastricht, and Vogue’s Fashion Night Out, are further examples of the ways in fashion is now being uncovered and promoted to new audiences. Fashion exhibitions, too, such as Jean Paul Gaultier’s touring exhibition, originated by the Montréal Museum of Fine Arts in 2011, are also another intriguing development in the promotion of fashion that is now as much a cultural as a commercial entity. The resonance and impact of such initiatives are now widely accessible; revealing how much the role of fashion marketing and promotion now exists well beyond the boundaries of the retail environment or the advertising campaign. These are just some of the opportunities, and challenges, that the students graduating from the BA Fashion Marketing at Winchester School of Art, University of Southampton, are equipping themselves to face – the unending fluidity of fashion, driven by contemporary trends, changing lifestyles and technology, and developing new fashion markets and brands, to find their own place in the industry and make it their own.
Nathaniel Dafydd Beard is a Visiting Lecturer on the BA Fashion Marketing course at Winchester School of Art, University of Southampton, and a PhD Candidate (Fashion Womenswear) at the Royal College of Art, London. A co-founder of the Fashion Research Network (FRN) his work has previously been published in Fashion Theory: Journal of Dress, Body and Culture, Address: Journal of Fashion Criticism, BIAS: Journal of Dress Practice, Arc, DASH and Sexymachinery.
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he business of fashion is a very risky one. Competition is high; you only have to visit your local high street or flick through the latest copy of Vogue to see just how many labels are fighting for your pound. Fashion brands are constantly looking for ways to reduce that risk. They push to have the right product on the right shelf at the right time; trying to anticipate their consumers needs and wants even before the consumers know it themselves. As competition between fashion labels has increased, brands have gone in search of trend guidance to inspire, inform and help them keep one step ahead of their competition. Trend forecasting is the industry that as spawned from this need for guidance. Today it is known more commonly as futurology. Anticipating the future of fashion was the direction I chose to take following my graduation. I worked for a number of fashion information services that organised their guidance, into trends; visual and verbal stories that not only got the creative juices flowing for designers, buyers and marketers but also anticipated which products, silhouettes, fabrics, colour combinations and details would make product that would become best sellers. Today I combine a career in academia with a freelance trend scout business. I continue to provide early objective guidance to clients such as WGSN, STYLESIGHT and SCOUT.
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I have also worked directly with brands such as Levis, Nike and YSL beautyI’m constantly on the look out for drivers of fashion change that will sign post a future trend. I travel predominately throughout Europe looking for fresh direction. Most of the time that means scouring festivals and gigs to photograph dynamic and innovative styling that high street and luxury retailers can use as inspiration for a collection. SONAR (Barcelona), ULTRA EUROPE (Split) and COACHELLA (Palm Springs) are currently some of the best. The streets of key fashion cities also provide a great source of direction. Some of the most productive currently are STOCKHOLM, RIO and LONDON. I focus on how subjects combine garments, colours and fabrics; how they accessorise or customise their looks. I take pictures of the overall look as well as the details: hairstyles nails and makeup. Most of the time I use my smartphone, especially if the images are going to be published on line and don’t need to be high quality. I try to ensure there isn’t a shadow or reflection on the subject and that they’re standing against as plain a backdrop as possible. I take between 12 and 15 photos of any one subject and I also ensure they look as tall as possible by bending my knees when I take the pictures. I’m not required to edit the pictures in any way but I do file the images into directional stories or themes. In addition I also freelance as a design journalist, predominantly for the footwear and accessories markets. Most recently I have filed a catwalk analysis report for A/W 14/15. In 2013 I have supported a buying team looking to sharpen their trend focus for a line of summer footwear and accessories. And I also work predominantly for the active sports market collating colour palettes and fabric options. In the 22 years I have worked in fashion trend, the industry has changed greatly. Today consumers have become celebrity orientated, impatient for the next big thing and as production and delivery times have sped up, so the work of the trend scout has become increasingly pressurised. Having my finger on the pulse of fashion change has never been more important. As a freelance trend scout I have never been more aware that if my currency is directional fashion information, then my area of expertise is risk reduction. Anna Pegg, Teaching Fellow Fashion Promotion BA Hons Fashion Marketing
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Level 2 Fashion Marketing took Milan by storm in March with a packed agenda put together by Dr Luca Lo Sicco. Students visited an amazing selection of factories producing from Fast Fashion to Luxury brands such as Karen Millen to LV, Chanel and Kenzo, & Pal Zileri kindly gave us an inside preview of Italian Tailoring at its best and proudly showed us production to the highest standards on site. The company prides itself on Italian make from fabric base to garment production and also invited students to have lunch with the workers in their fabulous in-house restaurant for staff. Students were able to see designers, tailors, cutters, press room and showroom all working progress. Also a rare insight to a scarf & fabric print manufacturer showed Chanel, LV, Kenzo in production (no photos please!) and the detail of hand screening to full digital production. Next we saw the Textile archives at the Ratti Foundation visited by the Fashion elite dating back to 1600s and then took Milan by storm and saw retail at its best at 10 Corso Como (including a sneek look at the presentation of the new range collaboration with Stephen Jones with Italian Press). Patagonia lent us their store for the morning and presented strategic thinking and sustainability policies and the campaign for “Live Life Simply�. Students were presented to by the Trading Manager for Italy where he highlighted key areas to consider in marketing such as craftsmanship and Localism, challenging business thinking and building sustainability into the core strategy. The trip was finished with a trip to Italian showrooms and the new AW14 collections of MSGM, where buyers were being given first hand at the new collections. Obviously not complete in Milan without a cocktail at the Armani Hotel surrounded by the best Luxury Fashion Houses EVER! Linda Mackie Senior Teaching Fellow BA Hons Fashion Marketing
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THE MARKETING OF FASHION THROUGHOUT THE WORLD, THE CREATIVE AND CULTURAL SECTOR IS GROWING IN COMPLEXITY AND IMPORTANCE. THE CREATIVE SECTOR HAS A UNIQUE AND VITAL ROLE TO PLAY IN RAPIDLY CHANGING AND UNSTABLE TIMES, AND IT IS CRUCIAL THAT OUR FUTURE LEADERS DEVELOP IDEAS, CREATIVE THINKING SKILLS AND KNOWLEDGE TO DRIVE IT. THE MARKETING/MANAGEMENT PROGRAMME IS A UNIQUE PROGRAMME STRUCTURED ON AN INNOVATIVE CURRICULUM THAT IS BUILT FOR INDUSTRY AND RESPONSIVE TO THE ISSUES ABOVE
A central focus on the programme is digital, and the way in which it challenges the way the fashion business work on all levels; not only through the changes in technology that have influenced the way brands produce clothing, or the impact of consumers access and understanding of social media and the web, but the stark fact that digital has touched every part of the business, and brands are in some cases playing major catch-up due to the speed of these changes and the changing consumer landscape that has formed alongside it. ‘Digital’ is fully embedded in the programme and not taught as a separate module or unit; our graduates from this year are well placed to take advantage of a growing number of digital marketing roles and no doubt will be valuable assets. The issues outlined above dictate the way we teach. The structure of the programme’s teaching allows for students to develop a critical understanding from both a theoretical and a practical level. Creative thinking supports graduates who can problem solve and think ‘outside the box’. Unique dynamic creative workshops with a focus on brainstorming, creative thinking and group dynamics are an extension from traditional academic teaching methods. These support our future professionals to develop skillsthat will help to provide significant advantage for brandscompeting in highly competitive landscapes. Alongside this, practical digital skills in Adobe Creative Suite (Photoshop, Illustrator and InDesign) and film making software allow our students to understand and communicate seamlessly with other design professionals. The development of strong presentation skills and an understanding of how to work as part of a team are also integral components in the projects and activities taught across all modules. The programme culture is built on sharing information, creativity, team work, global perspective and innovation, this twinned with some of the best equipment and resources, makes a truly distinctive educational experience. All of the above, in conjunction with a creative arts campus more similar to a brand’s head office than an academic institution, helps us to shape the development of leadership and entrepreneurial skills in a highly energetic and creative environment which brings out the best in all of our students. If you are thirsty to join a dynamic programme that will position you in the most relevant terms for industry, then this programme might just be for you! Amanda Bragg-Mollison Programme Leader Fashion Marketing and Fashion Management Visit the website for more details: www.soton.ac.uk/wsa And see our blog www.marketingoffashion.com
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