REBECCA LAWSON
PROFESSIONAL PROMOTIONS PORTFOLIO rebecca.lawson92@gmail.com
WHO AM I? Marketing Assistant and recent Graduate of BA (Hons) Fashion Communication and Promotion degree at The University of Huddersfield. My time at University and my current occupation in a busy head office marketing team has led to an understanding of delivering brand marketing and communication strategy. Social media devotee with aspirations of pursuing a marketing career within the fashion industry. Devoted team player with retail experience
WORK EXPERIENCE TEES ACTIVE, SEPTEMBER 2014 - PRESENT Marketing Assistant. No two days in this role are the same and that is what I love most about marketing. My role in this busy head office position includes assisting in the planning and execution of marketing campaigns for varied sectors of the company, social media promotion, graphic design, organise and attend promotional events and copy writing for advertising and press materials.
APRICOT, DECEMBER ‘13 Field Support to Regional Support Manager. Travelling independently to various North East branches to replenish Apricot stock. The
EDUCATION THE UNIVERSITY OF HUDDERSFIELD, SEPTEMBER 2011 - JULY 2014 BA (Hons) Fashion Communication and Promotion (2:1)
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SKILLSET Over the past few years I have acquired skill in
BEDE SIXTH FORM COLLEGE, SEPTEMBER 2009 - JUNE 2011 A Level English Language (C,) Media Studies (B), Art and Design (C)
the following: Adobe InDesign Adobe Illustrator
ST. MICHAEL’S RC SECONDARY SCHOOL, SEPTEMBER 2004 - JUNE 2009
Adobe Photoshop
9 A-C GCSE grades including Maths, English and Science
Event Planning
Copy Writing Google Analytics
role was primarily Visual Merchandising but included marking down sale items and general up keep of Apricot areas within the allocated
REFERENCES
branches. STEPHEN WIGLEY
LEON JONES
Fashion Subject Leader
Commercial Manager
Retail Sales Assistant. Daily roles in this position included advising
School of Art, Design & Architecture
Tees Active Ltd
customers, serving on cash desk, consulting VM pack to display
University of Huddersfield
Redheugh House, Thornaby Place
product accordingly, mannequin dressing and stock replenishment.
Queensgate
Thornaby
This role strengthened my knowledge of men’s wear retailing and
Huddersfield
Stockton-On-Tees
visual merchandising within a store environment.
HD1 3DH
TS17 6SG
FOOTASYLUM, NOVEMBER ‘12 - DECEMBER ‘13
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working with both men’s wear and women’s wear. Innovative thinker with an eye for detail and a drive to succeed in a fast paced environment.
Marketing Strategy Microsoft Office PR Social Media Website Updating
CONTENTS
1. BRANDING - RAGNAROK
2. MAGAZINE PRODUCTION - FAUX
3. CASE STUDY - SOCIAL MEDIA: THE FUTURE OF FASHION CONSUMERISM
4. FINAL MAJOR PROJECT - APHRODITE & ARES
RAGNAROK BRANDING
The branding component within the Integrated Fashion Communications Management module of second year at University developed my marketing skills by considering how a fashion brand may be created and promoted to its target consumers. This was a group task consisting of five members to create and promote the ‘Ragnarok’ brand. The concept was for a dark luxury fashion brand with high quality craftsmanship and original structural designs. Ragnarok is a brand for the independent woman who wishes to express this independence through her bold choice of dress. The project involved the production of marketing strategy, brand handbook, look book and press pack to launch the brand within the UK through strategic advertising, social media, flagship store design and a launch event.
FINAL IMAGERY TAKEN FROM THE LOOK BOOK OF THE PROJECT STYLED TO REPRESENT THE BRAND’S CORE VALUE OF EMPOWERMENT.
EFFECTIVE ADVERTISEMENT/ LOOK BOOK IMAGERY FROM THE STUDIO SHOOT USING FOIL BACKDROP STYLED BY MYSELF AND THE GROUP.
THE MOST POWERFUL IMAGE OF THE PROJECT. THIS WAS USED AS A DOUBLE PAGE SPREAD ADVERTISMENT AND CONVEYED THE ‘DARK LUXURY’ NATURE OF THE RAGNAROK BRAND.
FAUX
MAGAZINE
The Magazine Production module within the final year of university was a 6 week duration group task requiring the research, creation and print of a publication that filled a gap within the market. The project was multi-faceted involving presentation skills and written work on a team and individual basis, enabling knowledge of the roles and responsibilities required in magazine production, through practical application. Through extensive research in the market it became evident that there was a gap for a publication focusing on makeup artistry as oppose to generalised beauty publications. ‘Faux’ magazine is a creative make up magazine supported and enhanced by fashion accessories and artistic elements. The production of the publication consisted of dedicated team work, editorial writing, interviewing and layout design, in addition to the organisation/conduction and concept of creative beauty photo shoots.
THE FRONT COVER AND MEET THE TEAM PAGE OF THE INITIAL ‘SIREN ISSUE’ OF FAUX MAGAZINE.
PAGES TAKEN FROM AN ARTICLE I CONTRIBUTED TO THE MAGAZINE EXPLORING MAKEUP SHOPPING DESTINATIONS WITHIN MANCHESTER.
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BE GHOSTLY AND GEOMETRIC LOOKS TAKEN FROM THE BEAUTY EDITORIALS WITHIN FAUX MAGAZINE.
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CASE
STUDY
The case study module required the in depth investigation of an area of fashion communication and promotion that was of interest to myself, consumers, companies, academia or society at large. The case study enabled the strengthening of my research and academic writing skill in addition to my knowledge of social media used as a method of promotion within the industry. 10,000 words were written in the form of descriptive research, in which detailed information both primary and secondary was collected and presented in an academic manner. In light of the growing use of digital media among leading retailers within the fashion industry, and the increased use of social media among youthful fashion consumers, I chose to explore the role of social media, its impact on the fashion industry and its future role in fashion promotion and consumerism.The objectives of the study were to identify the means of social media within the fashion industry, to understand the fashion consumer behaviour of contemporary social media users, and to predict the future of fashion consumerism. Findings of the study showed that the use of social media as a means of promotion within the fashion industry is beneficial to brands in numerous ways and highly influential on consumer purchasing decisions.
THE TITLE PAGE AND ABSTRACT TAKEN FROM THE STUDY OUTLINING THE CONTEXT AND AREA OF RESEARCH.
THE CONTENTS PAGE AND INTRODUCTION OUTLINING THE STRUCTURE OF THE STUDY.
FINAL MAJOR PROJECT
The final module of University was entitled Fashion Communication and Promotion Major Project. The Major Project was a self-initiated brief following a Feasibility study on the initial idea to target a specific fashion market and channel my creative and intellectual skills to create an innovative and original solution. The project was an opportunity to showcase my creative skills and commercial understanding of innovation within the fashion, communication and promotion industries; combining all learned skills over the three years at University to naturally follow my own areas of interest to produce a commercially relevant promotional strategy. Due to the recent demand and interest in vintage and festival inspired fashions, I chose to take a small existing vintage brand and strengthen the profile and consequently the awareness and performance through a variety of strategic efforts including advertising, website redesign, social media and a launch event. Through the developed promotional strategy a strong consistent brand image was created and promoted for Aphrodite and Ares clothing. The project challenged and developed my organisation and management skill through the continuous recruitment and direction of photographers, graphic designers, make -up artists and models. The final outcome was presented in the form of an exposition using visually engaging boards and a digital photo frame.
Here comes the sun
www.aphroditeandaresclothing.com
www.aphroditeandaresclothing.com
ADVERTISEMENTS WITHIN THE PROMOTIONAL STRATEGY OF THE PROJECT TO GENERATE BRAND AWARENESS USING THE NEW LOGO DESIGN.
THE REDESIGNED TRANSACTIONAL SITE FOR THE BRAND; SHOWING HOME SCREEN, LOOKBOOK AND PRODUCT PAGE EXAMPLES.
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Join the ride.. www.aphroditeandaresclothing.com
ADVERTISEMENT TAKEN FROM FAIRGROUND LOCATION CAPTIONED TO DRIVE FORWARD THE SUMMER FUN CAMPAIGN.
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THE FINISHED EXPOSITION OUTLINING FINAL MAJOR PROJECT WITH ADVERTISEMENTS AND A DIGITAL FRAME TO SHOWCASE WEB IMAGERY.