FMK230 Professional Strategies Research Portfolio- Rose Coppen-Manns

Professional Strategies Report Rose Coppen-Manns Marketing & Communications

1.

CONTENTS

TABLE OF CONTENTS. About Me …………........................................................................................................3 Chapter 1: Existing skill base, Qualifications, and Experience......................................4-18 Existing Skills..............................................................................................5-6 SWOT Analysis.............................................................................................7 Qualifications................................................................................................8 Experience....................................................................................................9 Career Goals..............................................................................................10 Past Work...............................................................................................11-18 Chapter 2: Investigating the jobs market for 2020/21................................................19-36 Job Sites.....................................................................................................20 Analysing the jobs market............................................................................21 Analysing the fashion industry post covid-19.................................................22 SWOT Analysis...........................................................................................23 Dream Jobs................................................................................................24 Live Applications....................................................................................25-34 Critique of the jobs market...........................................................................35 Post Graduate Study....................................................................................36 Chapter 3: Networking & Connecting with Industry Professionals...............................37-57 Networking............................................................................................38-49 Mentors and Industry Professional Interviews...........................................50-55 Critique of the Interviews.............................................................................56 Interview Consent Forms..............................................................................57 Chapter 4: Documenting Research, Design and Development.....................................58-73 Brand Me..............................................................................................59-60 Design and Development........................................................................61-69 Online Presence.....................................................................................70-73 Chapter 5: Final Major Project Proposals..................................................................74-80 Proposal 1.............................................................................................75-76 Proposal 2............................................................................................77-78 Proposal 3............................................................................................79-80 Conclusion..................................................................................................................81 Bibliography ..............................................................................................................82 Image Bibliography ...............................................................................................83-92

2.

PROFILE

ABOUT ME

I am a 22 year old hardworking creative studying BA (Hons) Fashion Marketing at Falmouth University. I am currently in the early stages of my professional career looking to evolve in marketing and communications.

A highly motivated individual, willing to lead and act with authority. I am a confident hard-working team player, who is creative, highly organised and capable of producing and delivering work that engages audiences and drives recognition. Thriving within a high-pressured and deadline driven environment, I love the challenges that are brought about, and am always looking for the next.

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CHAPTER1

EXISTING SKILL BASE, QUALIFIC ATIONS & EXPERIEN CE.

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EXISTING SKILLS

Expert knowledge in Adobe Creative Suite, Excel and Word.

Proficiency with Social Media.

Exceptional at monitoring media on a daily basis, logging and scanning coverage received.

Vast experience in using the media coverage apps Lefty and Kantar.

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EXISTING SKILLS

Great with sample management to effectively log and track PR samples using ‘Fashion GPS’.

Excellent visual merchandising skills and showroom management.

Experience with ‘influencer marketing’ working closely with the app ‘Lefty’ to discover relevant influencers, manage them and measure their impact and create campaigns.

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S WOT A N A LYS I S

STRENGTHS

WEAKNESSES

• over a year of industry experience in fast fashion • retail experience • agency experience • hard-working, creative & organised • willing to lead and act with authority • excellent time management • able to set up systems on my own to organise and manage administrative work effectively • exemplary in Word, Excel and The Adobe Suite

• no experience in the luxury fashion sector • limited experience in marketing • sometimes I lack confidence • not bi-lingual

• change in pace in the jobs market • COVID-19 • fast fashion could die out • graduate schemes are being cancelled

• to work in the luxury fashion sector • to work for a sustainable fashion company • to grow confidence and experience in the fashion industry • to work in another industry as PR & Marketing are highly transferable in other markets

OPPORTUNITIES

THREATS

7.

QUALIFIC ATIONS

• 8 GCSES’s • 3 A -levels in Art, Psychology and Physical Education • Level 4, Digital Marketing Techniques (CIM Certified) • Fashion’s Future: The Sustainable Development Goals (Fashion Revolution, CPD Certified) • Fashion and Sustainability: Understanding Luxury Fashion in a Changing World (Certified by London College of Fashion and Kering) • Understanding Fashion: From Business to Culture (Institut Francais de la Mode)

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EXPERIENCE

• Retail Experience at CARA Shoes (6 months) • PR & Marketing Internship at M&Co (1 month) • Marketing Volunteer for M-Sail -a sailing charity (9 months) • Professional placement year at ASOS.com (12 months) • Public Relations agency work at the Fourth Angel (2 months)

“Rose immediately settled into the ASOS Consumer Comms team with no issues. Our output includes lots of process so that we can report accurately back to the business on our comms and Rose was quick to learn and often making suggestions to improve things. We found Rose to be reliable and hard working and a very well liked member of the team and would always welcome her back.”

- Tali Serantes-James, Head of Consumer Comms at ASOS.com

9.

C AREER GOALS

C AREER EXPECTATION TIMELINE

By 2021, I hope to have graduated with a degree in Fashion Marketing from Falmouth University with a high 2.1. By the Summer of 2021, I hope to have secured an entry level role or graduate scheme for a top company working in PR and Communications.

By 2022, I hope to have been working in a fulltime role that I enjoy and will allow for company progression. I will work hard and prove my loyalty to the brand and team. Preferably I will be based in London and have the flexibility to work from home 1 day a-week.

By 2023, I hope to have been promoted from an assistant role to a press officer or junior management role where I will be given more responsibilities and experience. I hope to be in a secure working environment.

2021

2022

2023

By 2024, I hope to become an established member of my team who can be relied upon. I will continue to prove I am successful at what I do showing my ability to work with others and ensuring that objectives are always met in accordance with the company guidelines.

2024

By 2025, I would like to have progressed within the industry hoping to have been approached by another brand or company who would like me to work for them. Ideally I would like to think that I am able to contribute in shaping the fashion industry into a much more sustainable environment.

2025

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PA S T WO R K

C R I T I Q U I N G PA S T WO R K In order to better understand my development, it is crucial to look back at my past work. In doing this, I can see where I’ve grown and how I have adjusted to projects that did not go as well as I would have liked. Over the course of second year, I managed to really find my style and the type of work I enjoy, which has helped me tremendously in both my placement year and now in my final year. I chose the following projects: Futurecast 2049, The GAP Project and The ASOS Trend Study because I believe they have been the highlights of my academic career to date and have taught me the most in helping to shape my work for this year.

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PA S T WO R K

All Saints global expansion

F M 14 0 , S u s t a i n a b i l i t y Z e e n 12.

PA S T WO R K

2049 This module explored the contemporary understanding of predictions and trend forecasting. It gave us the chance to investigate a range of processes adopted by practitioners who are active in the field of Retail Innovation which was particularly interesting. For this module we also needed to consider a longer-term view with a prediction for the year 2049 in the context of a fashion and lifestyle forecast.

I thoroughly enjoyed this project, and the research involved behind it. I learnt a lot about the processes involved in creating a professional and visually impactful exhibition and portfolio. I also learnt a lot about future studies and the importance they have on shaping society in the coming years.

The most enjoyable part about this project in particular was creating the scenarios, and writing a short story on what I believe will happen in the future. Some of the ideas initially appeared very extreme, but over time became less strange to imagine. I say this because I have come to realise that the future seems to have no limits as to what could happen and what there will be and that was the whole fun and enjoyment of the creative journey. In particular I loved learning about the creative processes involved behind future casting such as extreme creative thinking and mind mapping to help produce unique scenarios and choosing appropriate images to match.

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PA S T WO R K

2049

S I M U L AT I O N M A N I P U L AT I O N The next big thing in beauty will be simulated make-up. By 2049 simulated beauty will be even bigger than botox once was and selling out three times as much more than the Kylie Jenner Lip Kit in 2017.

What is simulated beauty? Simulated beauty is make-up that is instantly transferable and that can be placed in a matter of seconds onto the skin. There will be no need to hire professional make-up artists as you will be able to produce the same effortless make up designs at home. You can buy simulated make-up kits online, and once purchased you will be able to transfer the design onto your skin via a hologram projected from either your phone, tablet or laptop.

The effect simulated beauty will have? It will enable people from all social backgrounds and ethnicities to wear make-up that is affordable and easily accessible. There is no need to hire professional make-up artists for a special occasion or visit your local cosmetic store. It is easy, quick and hassle free.

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PA S T WO R K

THE GAP PROJECT This module focused on the collaboration between two brands in order to produce a unique value proposition to attract existing and new audiences to GAP. For this module we designed a collaborative campaign as part of the landmark anniversary of 50 years of trading for the brand. This module also allowed for a PR opportunity and a brand enhancement project in which we acted as the creative marketing lead.

I thoroughly enjoyed this project and the research involved behind it. I learnt a lot about Gap as a brand, and the struggles it faces in today’s retail climate. I also learnt a great deal about Gap’s values and charitable ethos as a brand, and the work it does to support women from disadvantaged backgrounds, which I find truly admirable. The most enjoyable part about this project in particular was creating the products in collaboration with one of my favourite brands ‘Chiara Ferragni’. I felt as if I had brought together the two brands successfully, and was able to help Gap strengthen their connection with the fashion savvy generation of today.

Like any project, I did face some challenges those being understanding how to use Photoshop effectively and efficiently, due to the complexity of some of my designs.

This allowed me to develop my skills further in Photoshop and Adobe Illustrator.

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PA S T WO R K

THE GAP PROJECT

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PA S T WO R K

ASOS TREND S TUDY Whilst completing two other modules in second year, I also undertook the Individual Presentation Task presented to me by ASOS which was necessary if I wanted to secure the role as their PR Intern for 2019/2020. For this I had to complete a Trend Study for AW19, ensuring that I picked three key trends across clothing & non-clothing and writing a press release for the campaign demonstrating these key trends for our customers. I was also asked to pull together a gallery of five carefully considered celebrities, bloggers or influencers that would like to engage with ASOS and help to promote the AW19 Campaign.

Additionally I had to pick three publications that would be suitable to gain press coverage whilst making sure to explain why I had chosen them. Finally I was asked to think about how I would drive awareness of the campaign on social media and on what channels I would promote the campaign on.

I worked really hard on this task and focused all of my time and attention to it.

Luckily my hard work payed off and I secured the role at the PR intern at ASOS for 2019/2020.

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PA S T WO R K

ASOS TREND S TUDY

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CHAPTER 2

INVES TIGATIN G THE JOBS MARKET F O R 2 0 2 0 / 21.

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JOB MARKET

JOB SITES TO USE

As the fashion industry is not always entirely fashion based, the jobs market in fashion means there is a very broad scope of jobs available. Additionally, fashion is also split into markets, middle-mass market, high fashion market and the luxury fashion market. To make searching for jobs easier in the fashion industry, jobs sites have been set up with the purpose of providing specific jobs for certain sectors. For example I have used the Business of Fashion frequently as it specifies fashion jobs in the luxury fashion sector which is where I would like to progress to.

20.

JOB MARKET

A N A LYS I N G T H E J O B S M A R K E T

The Fashion Industry is one of the largest employers in the UK. Currently around 555,000 people are employed in fashion, textiles and fashion retail in the United Kingdom. Most jobs in fashion related industries are in the retail sales of clothing, this sub industry employs 75 percent with 414,000 people working in this sector.

(UK fashion industry statistics, 2019)

555,000 UK jobs are with-in the fashion industry.

Top companies based on market expenditure are currently; • • • •

Burberry (10 billion) Next PLC (7.16 billion) Marks & Spencer (7 billion) ASOS (6.2 billion)

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JOB MARKET

A N A LYS I N G T H E FA S H I O N I N D U S T RY D U R I N G C O V I D - 19

In early January we became aware of a respiratory virus spreading across China and by late February this virus known as ‘coronavirus’ had reached the UK. By early March panic struck the UK and by March 7th we went into a National lock-down.

With the outbreak of coronavirus, global stock markets were sent into a frenzy. The initial panic of the virus alone, “wiped 200bn off the UK firms stock market with shares shedding by up to 13%”,(Peachy, 2020). COVID-19 has been the biggest economic disaster since the stock market crash of 2008. Internationally it became much worse when COVID-19 wiped “$1 trillion dollars off the global stock markets amid coronavirus panic”, (Harding and Ashworth, 2020). This led to a huge initial negative effect on the demand for luxury fashion. According to The Business of Fashion, “The average market capitalisation of apparel, fashion and luxury players dropped almost 40 percent between the start of January and the 24th of March 2020 — a much steeper decline than that of the overall stock market.”, (Amed and Berg, 2020). This is really evident to the devastation that the virus first had on the fashion industry with these impacts causing sales to slump dramatically, infact,“clothing sales plummeted by 34% in March 2020 across the globe with UK retail sales falling by 5.1% as many stores were forced to shut up shop during the coronavirus lockdown” (Office for National Statistics, 2020: 8).

It is clear that many international businesses have suffered from the far-reaching symptoms of this dreadful human catastrophe. Most industries have not proven immune to the virus, and fashion is no different.

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S WOT A N A LYS I S

STRENGTHS

WEAKNESSES

• ever evolving industry • flexible application routes • variety of jobs available

• the industry has recently been hit hard by COVID-19 • decrease for clothing demand • fewer jobs available • questions around ethics of fashion remain uncertain • extremely competitive industry • lack of internships

OPPORTUNITIES

THREATS

• more paid internships and graduate schemes • sustainable fashion has the opportunity to take lead and grow

• COVID-19 • fast fashion is loosing its appeal • fashion conscious activists calling out brands for their lack of transparency and poor ethical and environmental practises • students could refuse to work for free

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DREAM JOBS As you can see from my preferred companies to work for I would like to pursue a career in the mid to luxury fashion market.

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LIVE APPLIC ATIONS

LIVE JOB APPLIC ATIONS

GRADUATE SC HEMES: L’Oreal Marketing Management Trainee Scheme 2021 Philips 2021 Marketing Graduate Scheme Knight Frank Marketing & PR Graduate Scheme Marketing Graduate at Nestle Influencer Marketing Graduate at THG PR Graduate at THG Amazon Business Development Graduate Program M&S Enterprise Graduate Program 2021 SUMMER INTERNSHIPS: Marketing Intern- Women Fragrance at Dior Beauty Marketing Intern at Dior Communications Internship at J.W. Anderson Product Marketing Intern at Guerlain Marketing Summer Internship 2021 at Intel Marketing Summer Internship 2021 at P&G PR Placement at GymShark Influencer Marketing placement at GymShark ENTRY LEVEL JOBS: Marketing Production Assistant at FarFetch Digital Content Assistant at Stella McCartney Internal Communications Co-ordinator at Aesop PPC Assistant at ASOS SC HOL ARSHIP PROGRAMMES: The Hearst Talent Scholarship The Vogue X BMW Scholarship

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JOB DESCRIPTION

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L’ O r e a l M a r ke t i n g M a n a g e m e n t Tr a i n e e S c h e m e 2 0 2 0 / 21.

Our 12-months Marketing Management Trainee Program is designed to nurture and develop future leaders in key business functions of our company. We take great pride in our Management Trainees, and great respect in the work that you do. As such, your training and development plan and individual learning journey throughout the program is key to us.

The MT Development Program has 3 core components: Rotations • Each MT typically go through 2 impactful rotations • 4-6 months duration per rotation • Specific projects assigned for each rotation with performance objectives Learning We offer customized learning tracks according to individual development within the Group, that offer structured & diverse learning modules across technical professional skills, with intention to build expertise & shape leadership quality.

• • • • • •

Technical & Professional Expertise Commerce & Education Marketing Digital / e-Commerce Online MOOCS Coursera courses On-the-job Coaching

Leadership Quality • Vision & Culture • Management & Leadership • Consistent exposure to Senior Management with regular feedback on job performance Adventures • Retail Business Discovery • Consumer Insights Deep-Dive • Digital Decode • Métier Workshops (Skin, Hair, Makeup) Who thrives here?

• University graduate in any disciplines with under 2 years of working experience • Passionate about developing a career in Retail and FMCG industry • Analytical and sensitive to numbers, our products, trends and Beauty • Consumer-centric, data-driven, able to anticipate and manage complexities • Adventurous, driven with entrepreneurial spirit; a creative problem solver with an open mind • Strong communication and interpersonal skills • Equally motivated by working independently as well as collaborating in a team

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B R A N D A N A LYS I S

BRAND HISTORY The L’Oreal Group was founded as a company in 1909 by Eugene Schueller. It began as hair dyes that were manufactured and sold to Parisian hairdressers. By 1984 the company had succeeded in a period of strong growth where new brands and product launches were created which helped to strengthen the brands image further.

In 2005, L’Oreal had become the number one brand in the beauty industry. Today L’Oreal is the world leader in the cosmetics industry and holds the strong and clear mission statement of ‘diversity of beauty worldwide’. L’Oreal is also characterized by new ethical and socially responsible initiatives to align with the interests of sustainable development for all.

L’Oreals brand portfolio include the likes of L’Oreal Paris, Garnier, Maybelline New York, NYX, Lancome, Kiehls, Urban Decay, Essie and many more.

As of the 30th of June 2020, L’Oreal recorded 29.87 billion euros in sales for 2019, (L’Oreal, 2020).

W H AT M A K E S L’ O R E A L A S U C C E S S F U L B R A N D T O DAY ?

-they have a business format that is designed for global reach -globally recognised brand, with services available in 150 countries worldwide -strong brand image -loyal customers -vast product assortment -strong brand presence -still maintain the brand DNA from 1909, ‘Research and Innovation in the service of Beauty’.

-L’Oreal’s commitment to sustainability make them a popular brand for the millennial consumer L’OREAL PROVIDES BEAUTY FOR ALL Their key success factors are; -clear messaging - ‘beauty for all’ -embrace diversity and inclusion -omnichannel marketing strategy- ensures the message of L’Oreal is seamless -strong database management -multilingual processing -reliable payment methods -their brand heritage makes them a trustworthy brand amongst their consumers as they have provided beauty products since 1909 (over a 100 years ago!)

L’OREAL MARKET ENTRY L’Oreal have a wide range of competitors in both the UK and worldwide in terms of price, quality and design such as the Estee Lauder Group and THG. However L’Oreal are a brand that can still differentiate themselves from their close competitors. L’Oreal do this by offering over 36 global brands and 4 different divisions, creating a shared dedication to beauty. This is because across these global brands they are always offering new products to keep up with trends and demand.

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WHY I APPLIED

WHY I FEEL I FIT THE ROLE?

I believe the Marketing Management Trainee Scheme is a good fit for me because it requires good communication and leadership qualities. Having been captain and games-maker of my University 1st Lacrosse team as-well as being a group team leader in the Bronze Duke of Edinburgh Award, I know the importance of leadership.

From these positions I can successfully provide any piece of work to a high standard by working independently as-well as collaborating in a team. Additionally my leadership experiences so far have helped shape my team building, coaching and time management skills to a professional level.

I also have the below skills that make me a good fit for the scheme at L’Oreal: • • • • •

Passion for the brand Creative thinker Adventurous, driven with entrepreneurial spirit Strong communication and interpersonal skills Experience working at one of their competitors

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JOB DESCRIPTION

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Vo g u e : B r i t i s h Vo g u e X B M W U K S c h o l a r s h i p Programme British Vogue and BMW UK have partnered to launch the first British Vogue / BMW UK Scholarship Programme. This is a unique opportunity for you to join a 4-month paid placement, beginning in 2021, across both British Vogue and BMW UK’s offices in central London and Farnborough.

Condé Nast is home to some of the world’s most celebrated media brands. In Britain, we set the benchmark for multimedia publishing excellence with brands including Vogue, GQ, Glamour, The World of Interiors, House & Garden, Condé Nast Traveller, Tatler, Wired, Vanity Fair and Condé Nast Johansens. With a commitment to delivering beautiful, influential content and brand experiences, our mission is to open the doors to a world of excellence, creativity and passion.

With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial and mobility services. In 2019, the BMW Group sold over 2.5 million passenger vehicles and more than 175,000 motorcycles worldwide. The success of the BMW Group has always been based on long-term thinking and responsible action. The company has therefore established ecological and social sustainability throughout the value chain, comprehensive product responsibility and a clear commitment to conserving resources as an integral part of its strategy.

The successful candidates will undertake a 4-month scholarship, with a chance to develop in the Vogue Publishing and BMW UK Marketing departments. We will coach and develop the successful candidate by providing mentors, projects to collaboratively work on, training to develop your true potential and introductions to key departments across the businesses.

As well as a chance to immerse yourself in all things British Vogue and BMW, you will receive: • A scholarship allowance, equivalent to an entry level pro-rated salary • 8.5 days’ holiday plus UK bank holidays • There will be 3 placements, each four months in duration across 2021. There is no set commencement date. You must be available for the full duration working full time.

29.

JOB APPLIC ATION

B r i t i s h Vo g u e X B M W British Vogue’s “Forces For Change” movement celebrated a fundamental shift in perceptions worldwide. Can you explain what this means to you and what changes you want to see in the world?

Creating a fundamental shift in perceptions worldwide means being able to change peoples behaviours and provoke new thoughts and feelings. The power that Vogue created with the cover “Forces For Change” made readers including myself to stop and think. It uplifted many women young and old in a positive way by showing the assemblage of 15 notable women and girls across all ages, race, ethnicities and nationalities who are engaging in acts of social and political change. The changes that I want to see in the world would be the demand for environmental justice. Millennials as consumers or as prospective employees need to set the bar high and demand more transparency and responsibility from big corporations. This is because today we are conscious consumers wanting to know where and how the products we are buying are being made and by who.

British Vogue and BMW share some core values, especially around the subject of sustainability, what does sustainability mean to you?

Sustainability to me is a huge aspect of my career ambitions. Having personally experienced the material waste generated by the fashion industry I understand the importance of changing consumer behaviour to slow fashion down. This is because unfortunately many of us don’t understand how the clothes we wear every day affects the world around us, this is why sustainable consumption is key in environmental protection.

I am personally a conscious consumer and want to know where and how the products I am buying are being made and sourced from. This is why I particularly admire Ellen MacArthur who aims to inspire, educate and build a positive future circular economy to combat the issues surrounding sustainability. Therefore, I want to seek a career that will be rewarding long term in helping to build a more sustainable future.

What are you hoping to achieve from this scholarship and how will this scholarship prepare you for your future career goals?

I am hoping to further evolve professionally with-in marketing and communications and hope to be able to further develop my skills and provide youthful knowledge with my qualifications so far to prepare me to deliver creative and strategic services to benefit both British Vogue and BMW. I have always loved both the fashion and automotive industries so be able to gain experience in both fields would be a perfect scenario. In addition as both Vogue and BMW are driven companies that strive to improving each day it would give me a career filled with purpose and opportunity.

How do you determine or evaluate success? Give an example of one of your successful accomplishments, and why this was so important to you.

I would determine success through discovering my own values and I do this through my own satisfaction, how I spend my time and the skills or knowledge I have gained from the experience or opportunity. One recent example of a successful accomplishment would have to be achieving my certificate in ‘Fashion and Sustainability: Understanding Fashion in a changing world’. This was designed and certified by the London College of Fashion and the luxury fashion group, Kering. The achievement was important to me as it is globally recognised and was a fantastic opportunity that helped me to develop my education on sustainability in the luxury fashion realms in order to promote the wider adoption of more sustainable practices. The course also taught me numerous practical skills on the understanding of key sustainability agendas, issues and contexts associated with luxury fashion design, production and consumption which I can now demonstrate in a professional manner.

30.

WHY I APPLIED

WHY I FEEL I FIT THE ROLE?

When applying for this job I was thoroughly impressed with how varied the job could be as it would give me scope to explore both the editorial side of fashion which is something that I have considered in the past, as-well as working in the PR & Marketing department for BMW. Not only is Vogue famous for being the best known fashion publication, but BMW is also globally recognised, therefore to have the opportunity to gain experience with both companies would be hugely beneficial. Additionally I believe both companies offer the pace and progression that I am looking for.

Not only can I now set up systems on my own to organise and manage administrative work effectively. I am also an incredibly passionate, hard working and punctual individual who is able to work on a range of projects at once, which is one of the many skills I have that are asked for within the application process.

Alongside this, I am able to use my IT skills with Adobe and Microsoft to create unique and highly detailed work suitable for professional use.

31.

JOB DESCRIPTION

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ASOS PPC Assistant The PPC team manage global paid search marketing campaigns for all territories, and are responsible for the profitable spend and evaluation of a multi-million pound budget.

We are professional, expert and data-driven. The team has a high profile, driving over a third of the company’s revenues, and needs talent that can uphold this profile in a credible manner. Our key stakeholder groups include the Exec Board of Directors, Finance and Trade Managers and Retail. The PPC Assistant will report into the Senior PPC Manager and will work as part of this team to improve our PPC capabilities.

Responsible for assisting the team in the development of PPC strategies for our key markets and reporting on and analysing performance of PPC campaigns.

What you’ll be doing…

Working alongside internal Performance Marketing and PPC teams to deliver exceptional channel performance against strategic business and commercial objectives across multiple markets Reviewing, managing and monitoring deliverables of external agency partners Supporting new product, brand and proposition launches via PPC by working in collaboration with internal Marketing and Retail teams Implementing ASOS’ communications and promotional trade plans via PPC Managing relationships with and delivering performance reporting and insight to internal stakeholders Identifying new opportunities for efficient growth via PPC We’d love to meet someone with…

Experience managing or assisting in management of large budgets and delivering against multiple KPIs Providing clear reporting, and more importantly actionable insights on account performance Agency side experience working on an international business/retail account preferred Experience with Google Shopping and Audience targeting preferred Demonstrable understanding of the wider Digital Marketing landscape (Affiliate, SEO, Paid Social and Programmatic channels) Demonstrable passion for working in the Retail industry with a commercial mind-set AdWords accreditation preferred Demonstrable knowledge of different PPC ad formats, AdWords features and bid management tools Proficient in use of Excel to create reports and work with large data sets An undergraduate degree (min 2.1) in a related field (Business, Economics, Marketing) preferable A/B grade in Mathematics at GCSE or A -Level (or equivalent) Skills needed....

Demonstrable passion for working in Paid Search Ability to build strong collaborative internal & external relationships, Excellent communication skills A data driven, proactive and creative approach to problem solving Confidence with the ability to connect with people and be a team player Constant desire to learn & undertake new challenges Flexibility in adapting to fast-changing priorities and a fast paced work environment Ability to understand & adjust to differences between geographies & cultures Strong organisation skills, with the ability to multi-task and hit the ground running Fluency in English is required, fluency (speaking, reading & writing) in other languages is preferable (German, Italian or Spanish preferred)

32.

B R A N D A N A LYS I S

BRAND HISTORY ASOS was founded in 2000 by Nick Beighton, Andrew Regan, Quentin Griffiths and Deborah Thorpe and orginally stood for ‘AsSeenOnScreen’ with the idea that clothes and accessories seen in films or on tv could easily be made available to sell direct to the consumer.

By 2003, ASOS changed to ASOS.com Limited and was making a significant profit, with sales doubling in the first half of that year. By 2004, ASOS had introduced their own collection for womenswear focusing on the young adult fashion market. 2010 is the year they expanded globally, launching three international online shops in France, Germany and the US. This was followed by Australia, Italy and Spain having sites open in 2011.

In 2015, ASOS had over 4,000 employees and was the UK’s largest independent online fashion and beauty retailer.

WHAT MAKES ASOS A SUCCESSFUL BRAND T O DAY ?

-they have a business format that is designed for global reach -globally recognised brand, with clothes available in 200 markets worldwide -fashionable products- trend led -strong brand image -loyal customers -vast product assortment -strong brand presence ASOS USE DIRECT DIGITAL MARKETING Their key success factors are; -being an online only brand -omnichannel marketing strategy- ensures the message of ASOS is seamless -strong database management -multilingual processing -personalised software ie) The ASOS app -reliable payment methods -’try now buy later’scheme -efficient worldwide shipping -use of brilliant influencer marketing initiative ASOS MARKET ENTRY ASOS have a wide range of competitors in both the UK and worldwide in terms of price, quality and design, however ASOS are a brand that can still differentiate themselves from their close competitors. ASOS do this by offering over 1,500 new products of all the freshest styles each day via their online website.

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WHY I APPLIED

WHY I FEEL I FIT THE ROLE?

I have an attitude and understanding of the fashion world, in particular the e-commerce side to ASOS from my experience so far.

Not only has my placement year given me experience of working in an office environment and the experience of working within a fashion PR team. It has enabled me to develop excellent verbal communication skills, with the ability to communicate clearly, effectively and appropriately with colleagues, suppliers and others at all levels. In addition it has embedded strong organisation skills and attention to detail with-in myself. Lastly I am now able to set up systems on my own to organise and manage administrative work effectively.

Additionally ASOS is a company which has a great ethos and great people behind them. I was fortunate enough to become close with the Marketing Intern who gave me insight into what her typical day would look like and it has intrigued me to explore this avenue particularly at a company where I would love to go back to.

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JOB MARKET

CRITIQUE OF THE JOBS MARKET. It is important to state that the job losses have been unavoidable owing to the restraints imposed by covid-19. In particular the fashion industry has been badly effected, with retailers having to shut up shop, with unsold seasonal stock and future orders being put on hold.

In particular a larger proportion of younger workers have lost their job in the global pandemic as they would have had fewer years experience in established companies, making them easier to ‘off-load’ as such. Therefore, applying for jobs in the current economic climate will be far from easy. This is because there is now vast competition between young professionals and students after entry level roles. The jobs market now will not only consist of my graduate year (2021) but also the graduates of 2020 and those that opted to take a year out in 2019. However I know not to be dis-hearted by this and if I keep being proactive in my job hunt something will eventually fall into place.

I do feel that despite the huge downturn in the fashion industry going forward I do expect to see a return to high-street shopping that will result in more job opportunities as people may become tired of the online only shopping environment.

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POS TGRAD S TUDY

CONSIDERING POS T -GRAD S TUDY

Whilst I dream of getting on a graduate programme, I have also considered post graduate study. Post graduate study would allow me to further develop my knowledge in fashion communications in a business format which may help me further when applying for jobs in a currently diminishing market.

The only postgraduate courses I would opt for would be at Central Saint Martins: UAL as I would want to choose a university that it relevant and internationally recognised for courses in the study of fashion.

One course that has stood out to me is, MA Fashion Communication: Fashion Journalism which is a course aimed at writers and editors who want to shape the future of their field and this is a field of fashion that I could see myself wanting to explore.

36.

CHAPTER 3

NET WORKING. CONNECTING WITH INDUSTRY PROFESSIONALS.

37.

NET WORKING

NET WORKING DURING MY PL ACEMENT YEAR at ASOS.com One objective set to me by my manger at the onset of my placement was to establish a good networking protocol. In particular to build and develop relationships with internal teams, familiarising myself with contacts across buying and merchandising, whilst keeping track of all changes (e.g. new starters or movement between teams). Lastly to develop a good working relationship with those teams to encourage good communication and support on PR activity.

Effective networking is about building relationships with others who can refer to you once trust has been established. This truly is the key to networking success.

Throughout my placement I was constantly networking both in-house and externally through the numerous opportunities ASOS provided me with. In the ASOS HQ I managed to successfully establish relationships across all departments in particular with the buyers and merchandisers who I would often ask their assistance for call-ins.

All of my experiences at ASOS have lead to vital opportunities to network across the fashion industry. Initially it was hard to gain access but after a couple of months of building up trust I was regularly contacted personally by numerous people across the industry. In particular the events hosted by ASOS that I have attended have led to great networking opportunities.

Long standing connections include...

-Hayley Hasselhoff, American Actress and Plus Size Model -Becky Westway, PR Manger for The Fourth Angel -Laura Puddy, Editor at Heat -Tracey Sayer, Fashion Director at Fabulous Magazine -Naomi Pike- Editor for Miss Vogue UK & British Vogue -Jess Evans, Stylist for Fabulous Magazine -Katy Gale, Fashion and Beauty Writer for New Magazine -Lynne Mckenna, Editor at Fabulous Magazine -Nana Acheampong, Fashion and Celebrity Stylist -Maddy Alford, Amy Bannerman & Nathalie Owen at Cosmopolitan Magazine -Scott Wells, Fashion Stylist & Writer for Reach PLC -Peter Bevan, Fashion Assistant for The Guardian

38.

NET WORKING

LU C Y SA LT E R TALENT ACQUISITION MAN AGER AT PVH C O R P. ( T o m m y H i l f i g e r & C a l v i n K l e i n )

Rose Coppen-Manns, October 14th 2020.

Graduate Opportunities Hi Lucy, I hope you are well and staying safe. I remember you visiting my university in 2017 to give a talk about the industrial placement years and graduate opportunities on offer and being thoroughly impressed with the schemes on offer. I am now back at university for my final year, having just completed a successful placement year and have been thinking of applying to one of the PVH graduate schemes in either PR or marketing. Did you happen to know when they will be opening up the positions for 2021 and do you have any tips/advice for my application.

I look forward to hearing from you soon.

Many thanks and best, Rose Coppen-Manns

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ANNIE RODICK GLOBAL COMMUNIC ATIONS CO-ORDIN ATOR Wo m e n s w e a r a t M a t c h e s F a s h i o n . c o m

Rose Coppen-Manns, October 30th 2020.

Hey Annie, sorry if this comes across as a little intrusive! I’m in my final year of uni and my friends from OPS mentioned last week that you were doing PR for matchesfashion which is so cool. I was just wondering if you know if they will have any grad entry roles in communications for 2021? Best, Rose x Annabel Rodick, October 30th 2020.

Hey Rose, no problem at all I know how hard it is to get a job in fashion! I will be sure to keep an eye out for an roles and let you know. Sorry I couldn’t be of more help! x Rose Coppen-Manns, October 30th 2020.

Hey Annie, Thank you for getting back to me- I really appreciate it. Not to worry at all, if you do hear of anything that becomes available please do let me know.

Thanks again, Rose x

40.

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J O S H PA L M E R D I G I TA L AC T I VAT I O N S M A N AG E R L’ O r e a l LU X E

Rose Coppen-Manns, October 9th 2020.

Hey Josh, I hope you are well and staying safe still?

It was a shame I didn’t get to see you before I left ASOS. I hope the new job is going well for you! I am now back at uni for my final year and have been thinking of applying to the L’Oreal graduate scheme for either PR or marketing. Did you happen to know when they will be opening up the positions and do you have any tips/advice for my application.

Look forward to hearing from you soon.

Thank you, Rose x

41.

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L AUREN HARDINGES INTERN ATION AL PR MAN AGER at ASOS.com

Rose Coppen-Manns, October 12th 2020.

Hey Lauren, I hope you are well and still staying safe? I was just messaging to ask if you knew if ASOS will be continuing their graduate schemes for 2021? I am really hoping to be able to come back to ASOS and work again with the PR team. I had the best year and honestly can’t think of working alongside any other team of people. I really hope to see you and the rest of the team again soon in the future as it feels like forever now!

Hope to hear from you soon.

All the best, Rose X Lauren Hardinges, October 13th 2020.

Hi Rose, how are you? Hope all is well.

We don’t run the Graduate scheme anymore, the last one was in 2018 and at the moment PX don’t think it’s coming back. Sorry it’s not better news. I think when the company went through the restructure last year so many things changed and now Covid has forced even more changes. If anything does change I will let you know.

Speak soon, Lauren x

42.

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LUCY CLEGG ASSOCIATE BUYER AT RALPH L AUREN

Rose Coppen-Manns, October 14th 2020.

Hey Lucy, I hope you are well!

I am currently in the position of applying for grad schemes now which is mega stressful as you know I’m sure! I was wondering if you knew if Ralph Lauren were offering any grad schemes this year in either PR or marketing. I have tried to find them online but it keeps taking me to the US sites vacancies.

If they are do you have any tips/advice on applying.

Hope to see you sometime soon!

Many thanks and best, Rose xx Lucy Clegg, October 14th 2020.

Hey! Might be easier to WhatsApp me my number is 07******74.

So I don’t think we do actual grad jobs just like entry level which you would need to apply for closer to the time but can keep an eye out. Will check the internal system to check about grad scheme/ check with the PR team. I also spoke to my friend at PVH for you and she said it’s all TBC at the moment because of covid but I’m sure she would speak to you post Christmas.I also have a friend at Burberry so anything I can help with let me know! Honestly don’t stress about it at all, it all works out. I didn’t have a job lined up for when I left. I didn’t apply still the September after and luckily got a joke quickly. Having ASOS will really help! xx

43.

NET WORKING

REBECCA MILLER P V H G R A D UAT E & FA L M O U T H A LU M N I

Rose Coppen-Manns, October 14th 2020.

PVH Graduate Scheme Hi Rebecca, I hope you are well and staying safe. My lecturer has forwarded me on your details (Emma Goff) I hope you don’t mind! I am really interested in applying for the graduate scheme at PVH for either marketing or PR. Did you happen to know when they will be opening up the positions for 2021 and do you have any tips/advice for my application.

I look forward to hearing from you soon.

Many thanks and best, Rose Coppen-Manns

44.

NET WORKING

AMY THOM C H I E F M A R K E T I N G O F F I C E R AT S E A SA LT

Amy Thom, CMO at Seasalt talked to us about her career to date and some of the industry insights into applying for a job in the marketing sector. Amy’s talk was very interesting and insightful as she talked about the various different avenues in marketing that could choose to explore in a marketing career.

45.

NET WORKING

AMY THOM C H I E F M A R K E T I N G O F F I C E R AT S E A SA LT Rose Coppen-Manns, Nov 23rd 2020.

Hi Amy, I hope you don’t mind me contacting you on here but I loved your talk you gave to my course this afternoon, it was really interesting and informative. I would really like to pursue my career in marketing & communications, so I honestly could not have asked for a more relevant and admiring talk, so thank you ever so much!

Do you have any further advice or tips on securing an entry level role in marketing?

I also wanted to politely express my interest in any future opportunities that you might have working alongside yourself or in the PR department as working for Seasalt would be a great opportunity locally. Last year I was on a placement year in London working as the PR intern for ASOS which confirmed my interest in marketing and communications. I also did two months of agency work this summer, working for the PR agency ‘The Fourth Angel’ where I helped significantly in helping organise and produce marketing campaigns for clients including Organix, Childs Farm and Farmologie.

I love Seasalt’s vision for sustainability and being the brand to lead change towards climate fashion with a story and a purpose. I recently completed two courses that have further developed my interest and love for sustainability, ‘Fashions Future: The Sustainable Development Goals’ by Fashion Revolution and ‘Fashion and Sustainability: Understanding Luxury Fashion in a Changing World’ certified by LCF, UAL and Kering. This is why I deem Seasalt the perfect company to kick-start my career in as it combines both of my aspirations into one goal.

I am eager to learn, reliable, resourceful and strive to do everything to the best of my ability and would love the opportunity to work alongside you given the chance.

Thank you again for taking the time to give us your industry talk and for reading this message, I really appreciate it.

Many thanks and all the best, Rose Coppen-Manns Amy Thom, Nov 24th 2020.

Hi Rose, Thank you for your message.

Looks like you are doing a lot of the right things to secure yourself a great job, being clear on what you want, interning and getting experience where you can, taking the initiative and pro-actively reaching out to people, and doing your research and having an opinion. I appreciate it is a tough time to be looking for a job right now but do keep at it. We don’t have any roles open at Seasalt at the moment but please do send on your CV as you’ve already made a good first impression with this message so I’ll keep you in mind if something does come up.

Email is amy.thom@seasaltcornwall.co.uk Many thanks, Amy

46.

NET WORKING

C L A I R E WA K E M A N INFLUEN CER MARKETIN G MAN AGER AT H&M

Claire Wakeman joined us for a talk about her career to date and divulge some insights into her role as Influencer Marketing Manager for H&M. I found the talk to be particularly inspiring and motivating.

47.

NET WORKING

C L A I R E WA K E M A N INFLUEN CER MARKETIN G MAN AGER AT H&M Rose Coppen-Manns, Nov 16th 2020.

Hi Claire, I hope you don’t mind course this afternoon, pursue my career in PR have asked for a more

me contacting you on here but I loved your talk you gave to my it was really interesting and informative. I would really like to & communications, in particular fashion PR so I honestly could not relevant and admiring talk, so thank you ever so much!

Do you have any further advice or tips on securing a role in PR & Communications at H&M? I also wanted to politely express my interest in any future opportunities that you might have working alongside yourself or in the PR department as working for the H&M Group would be a dream come true. I recently completed a placement year in London working as the PR intern for ASOS which confirmed my interest in influencer marketing and fashion PR. I also did two months of agency work this summer, working for the PR agency ‘The Fourth Angel’ where I helped significantly in discovering new and relevant influencers for clients including Organix, Childs Farm and Farmologie.

I love H&M’s vision for sustainability and being the brand to lead the change towards circular and climate fashion. I recently completed two courses that have further developed my interest and love for sustainability, ‘Fashions Future: The Sustainable Development Goals’ by Fashion Revolution and ‘Fashion and Sustainability: Understanding Luxury Fashion in a Changing World’ certified by LCF, UAL and Kering. This is why I deem The H&M Group the perfect company to kick-start my career in as it combines both of my aspirations into one goal.

I am eager to learn, reliable, resourceful and strive to do everything to the best of my ability and would love the opportunity to work alongside you given the chance.

Thank you again for taking the time to give us your industry talk and for reading this message, I really appreciate it.

Many thanks and all the best, Rose Coppen-Manns

48.

NET WORKING

C L A I R E WA K E M A N INFLUEN CER MARKETIN G MAN AGER AT H&M Claire Wakeman, December 3rd 2020.

Hi Rose I hope you’re keeping well and having a great week so far?

I have to start by apologising for my very delayed response. I have been OOO and to be completely truthful do not usually go on Linked In - so have only recently seen your message.

But, thank you so much for reaching out and for your kind words - I’m so glad to hear you found my lecture informative and interesting. I really wish I had been able to present in person and meet you all/ have IRL discussions! It sounds like you have some fantastic experience already at ASOS and also agency experience, which is great.

As mentioned in my lecture the only work placements we have at H&M are based in the showroom team and usually only for internal H&M employees. They are also on hold at the moment as you can imagine due to the recent circumstances. However, I’ll definitely speak to the Head of Communications and Showroom Manager respectively to see if there is any scope for a work placement in 2021.

In the meantime, I would say to continue with work experience where/when you can.

Keep up to date with the latest trends, social media, digital channels etc. Be hungry for new information and tech/ channels. An understanding of the media landscape, both off and online is key – and the industry as a whole, how it is evolving. PR yourself ;D network as much as possible…attend events, talks (though they may be digital in these times they often offer networking groups and 1-on-1’s) Get your CV out there to brands and agencies etc. and think outside of the box/be creative – is there a different way to communicate your skills rather than simply sending a typed CV?!

I really hope this helps and I will be in touch if there are any opportunities for work experience at H&M. Best wishes, Claire

49.

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MENTORS AND INDUSTRY PROFESSIONAL INTERVIEWS.

50.

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INTERVIEW QUESTIONS Q1. How did you find yourself in the job role you’re in? / How did you find yourself starting up your own business, what inspired you?

Q2. What would you have done differently if you were to start the application process again? / What advice would you give to someone wanting to start up their own business or talent agency?

Q3. How would you describe a typical working day?

Q4. What skills would you suggest are important when being interviewed for a position like yours?

Q5. What do you enjoy the most in your job?

Q6. Do you have any tips for securing a job in your area?

51.

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BABZ OJOMU C U LT U R A L M A R K E T I N G CO - O R D I N ATO R

I worked alongside Babz during my placement year at ASOS, Babz always made me laugh and could make anyone smile in an instant. I helped him to select and put forward new talent for projects ASOS were working on.

How would you describe a typical working day?

A typical day would consist of gifting clothing to influencers and maintaining those relationships, doing research on new talent, running projects and updating the internal databases and reports on these. A lot of emails and meetings with other teams within the company as well.

What skills would you suggest are important when being interviewed for a position like yours?

Communication and social skills are very important, within my area of work it’s all about building and maintaining relationships and you need to be able to get on with others from all walks of life.

Do you have any tips for securing a job in your area?

Make sure you network and do internships when you can, a lot of jobs have to do with who you know as well as your experience.

52.

NET WORKING

SOPHIE MEEK INTERN ATION AL PRESS ASSIS TANT AT ASOS

How did you find yourself in the job role you’re in?

While on my placement year from university studying Fashion Merchandise I applied for a PR internship at Alexander McQueen. I never thought I’d get it and applied because I loved the brand, I had no clue what PR entailed. I really enjoyed my time there and learned the ins and out of how a Press office runs. When I graduated University I applied for ASOS as I knew it was a company I’d love to work for. I really loved the idea of international as I’d love the international side at previous internships. I started at ASOS on a temporary contract as a junior PR assistant for 3 months. Once this came to an end I got offered a full time position as a PR assistant.

What would you have done differently if you were to start the application process again?

I would say ask more questions, I think it’s really important the jobs a good fit for both sides. Getting an idea of what the day to day job entails really helps you prepare if you do get the job.

What skills would you suggest are important when being interviewed for a position like yours?

Our job involves talking to people so being personable and having good communication skills is really important. Logistics and problem solving is also key we work in a busy environment and you need to be able to think on your feet.

What do you enjoy the most in your job?

I love working over different markets as I get to learn so much about different places and we are always doing something somewhere! Travel is also a great perk when covid doesn’t prevent that.

53.

NET WORKING

DOMINIQUE GARDINER PR MAN AGER AT ASOS

I worked alongside Dom during my placement year at ASOS, she helped me to settle into the team quickly and is someone who I admire and look up to greatly.

How did you find yourself in the job role you’re in?

I started my PR career 12 years ago at a High Street footwear retailer as a PR Assistant, I worked my way up from there. I joined ASOS almost 3 years ago in the Event team when I wanted to step away from PR and focus on large scale events.

After almost 2 years in the Events team a position came up in the Consumer Comms team at the perfect time when I was ready to return to PR. What skills would you suggest are important when being interviewed for a position like yours?

Sounds really obvious but good communication skills and confidence are key in an interview. Being connected and having good people skills helps too, people are more likely to want to work with you if you’re friendly approachable and a nice person. Also make sure you have done your research on the brand and team be prepared.

What do you enjoy the most in your job?

THE PEOPLE! I love working with Influencers especially those who are just starting out and love the brand. It’s great to see them grow and create brilliant content. In real life events are my favourite too because I love catching up with people and putting faces to email addresses.

Do you have any tips for securing a job in your area?

Make contacts in your industry and do research on the brand you want to work for and be prepared to work hard! Also look at what your competitors are doing, you don’t want to do the same things you always want to do things different and onbrand, constantly be thinking of new ideas too.

54.

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CHARNICE BLAZE FOUNDER OF THE BL AIZED AGENCY

How did you find yourself starting up your own business, what inspired you?

From when I was a child, I always knew I wanted to start my own business. The thought of running something that was my own to fill a void always attracted me.

After working a couple years in industry, I decided to take the leap and start my own business full time. In terms of inspirations, I want everyone to feel confident when starting their own business - this was the inspiration behind Blaized, the consultancy side of my business. In terms of my agency, I want to open doors and bring opportunities to talent who often and unfortunately get overlooked. At the Blaized Agency, we work with diversity and inclusion at the forefront of everything we do, and work with clients so they can tell their stories in the right way with the best people.

What advice would you give to someone wanting to start up their own business or talent agency?

No amount of planning and prep will truly prepare you. Be willing to learn, be reactive, responsive and resilient. Continue to be an open book and learn from a variety of sources. Don’t compare yourself to others, especially when they’ve had years against you and work with bigger budgets. Focus on your brand purpose and ensure that relays in everything you do. And just start it...now.

What skills would you suggest are important when being interviewed for a position like yours?

Be yourself. Let your personality come through. Be great at communication - that’s ,emails, calls and in person. Be great at thinking on your feet and thinking about the bigger picture. By thinking the bigger picture, you can develop your own opportunities rather than always waiting for them to come to you - this skill is great within a business. Honesty and transparency - I value real members who put in their viewpoint and suggestions.

55.

NET WORKING

CRITIQUE OF THE INTERVIEWS - WHAT I’VE LEARNT. Whilst searching for interviewees, I wanted to ensure I conducted interviews that were GDPR compliant which is why they have all consented before being conducted. I decided to pick interviewees from different sectors with-in fashion marking and PR as this is where I would like to pursue my career. I also chose industry professionals at different levels in their careers such as assistants, managers and CEO’s to get more accurate results to ensure opinions were not bias. I also wanted to interview someone who has successfully started up their own business to see how they found and undertook the process as this will be useful in collating ideas for my final major project proposals.

When compiling my questions, I wanted to keep them fairly short and easy as the people who I wanted to interview are extremely busy with work and family commitments. I also wanted to ensure the questions were not boring or lacked enthusiasm so that my interviewees could actually enjoy the process and not see the interview as a chore. I also adapted my questions to the interviewee and their job role and level to ensure they were relevant and concise.

Findings: NETWORK! NETWORK! NETWORK! From conducting these interviews I have learnt the importance of networking.

In every interview conducted there was always mention of the word ‘network’.

This is because networking is not only a vital skill in having a successful career it also helps to make you noticeable, providing you with an avenue for new opportunities. Additionally it helps to improve your creative intellect and can act as a extra resource library. Most importantly for me, networking can grow selfconfidence and career status whilst developing long-lasting relationships in the industry. Another key point to note when analysing the conducted interviews is that work experience is also beneficial in gaining opportunities after graduation.

This is partly because the fashion industry is highly competitive and seeks people who ‘stand out’ from the rest and who have a ‘can do’ attitude. Therefore having work experience or an internship on your CV will make it easier when you apply for jobs in this sector.

Conducting these interviews has been extremely helpful as the answers are all relevant to the career I would like to pursue. This has given me more confidence in myself when applying for jobs in this sector.

56.

NET WORKING

INTERVIEW CONSENT FORMS

Fashion and Textiles Institute

Participant Consent Form You are invited to take part in a research exercise as part of an undergraduate module. Before you decide to take part it is important for you to understand why the research is being done and what it will involve.

Please take time to read the attached information sheet carefully and discuss it with others if you wish. If anything is unclear please do ask for further information.

Activity Consents •

I understand that I have given my consent for the following to take place: To be photographed during discussions To take part in a video/ audio/ sensory discussion To be interviewed To complete questionnaires

Data Consents •

I understand that I have given approval for my image and opinions as specified above to be used in a report which will become the intellectual property of Falmouth University.

•

I understand that the following personal data - address, age, health and family details will remain strictly confidential and will appear nowhere in the dissertation.

Statement of understanding •

What is going to happen and why it is being done has been explained to me, and I have had the opportunity to discuss the details and ask questions.

Right of withdrawal •

Having given this consent I understand that I have the right to withdraw from the research project at any time without disadvantage to myself and without having to give any reason.

Statement of Consent •

I hereby fully and freely consent to participation in the study, which has been fully explained to me.

Signatures Participant name……CHARNICE BLAIZE………

Researcher name: Rose Coppen-Manns

Signature…

Signature:

…………………

Date…03/01/2021……………………….

Date: 01.01.2020

57.

CHAPTER 4

DOCUMENTING RESEARCH, DESIGN AND DEVELOPMENT.

58.

BRAND ME

THE SIX PILLARS OF PERSONAL BRANDING From the workshop with George Hardwick, a senior member of the Realworks team, we were given an inspiring exercise to complete around the 6 pillars of Personal Branding.

1.

2.

3.

4.

5.

6.

PURPOSE PROMISE PERSONALITY PITCH PROFILE PRODUCT

From this exercise, we were able to establish our own clear values and goals to help us decide future career aspirations.

PURPOSE- A career in Public Relations as I have enjoyed my experiences in this field so far and find it a challenging yet rewarding career path to discover further.

PROMISE- My promise is to be a motivated and highly organised individual who is capable of getting any job done to a high standard.

PERSONALITY- I love fashion. I care about sustainability. I’m interested in the circular economy. I have fun being creative. I’m outspoken about how we as fashion lovers can become better in our consumer behaviour to slow fashion down. I’m inspired by Ellen MacArthur and Stella McCartney.

PITCH- “With my keen ability to evolve as a marketer, I hope to be able to further my experience with-in marketing and communications and provide youthful knowledge with my qualifications so far to prepare me to deliver creative and strategic services to benefit your company”.

PROFILE- Rose Coppen-Manns: A creative and hard working undergraduate studying BA Fashion Marketing at Falmouth University. Located in Henley-on-Thames, Oxfordshire, United Kingdom. 226 connections on LinkedIn. PRODUCT- A highly motivated and enthusiastic individual, willing to lead and act with authority. I am a confident hard-working team player, who is creative, highly organised and capable of producing and delivering work that engages audiences and drives recognition. Thriving within a high-pressured and deadline driven environment, I love the challenges that are brought about, and am always looking for the next...

59.

-Presentable -Approachable -Inclusive -Experienced -Receptive

-Creative -Authentic -Inclusive -Unique -Youthful

on

ali

ty

Relationship

-Reliable -Trustworthy -Loyal -Responsible -Kind

Pe rs

l

ca

ysi Ph

-Hard working -Creative -Fun -Calming -Mature

Culture

BRAND ME

K A P F E R E R B R A N D P R I S M , 19 9 6

Re fle c

lf Se

tio

n

Im

a

ge

-British -Global -Diverse -Inclusive -Youth driven

-Authentic -Brave -Confident -Young -Fashion Savvy

The Kapferer Brand Identity Prism is a model that helps businesses to build a strong and enduring brand identity that reflects their core values. It proposes that a brand’s success is driven by a company-wide utilisation of the following elements, the physique, the personality, the culture, the relationship, the reflection and self image. According to Kapferer: “Strong brands are capable of weaving all aspects of the prism into an effective whole in order to create a concise, clear, and appealing brand identity.” (Kapferer: 2012: 10).

From looking at the six elements of Kapferer’s Brand Identity Prism, I can see that my own elements work together in sync and help form my overall identity to be clear, strong and appropriate for a job in public relations.

60.

DESIGN

T E A M I N G U P W I T H F R E YA B A S H F O R D DESIGNER & ILLUS TRATOR

For this module I have decided to team up with a good friend who has now established herself as a freelance designer and illustrator. Most of her work is of abstract design, working with lino print to create bold and bright images. Freya’s inspiration comes from her surroundings where much of her time is spent outside, this is why nature and the sea feature a lot in her work.

I deem Freya a very appropriate choice to help design my own personal branding and image as her work is simple, delicate yet impactful.

61.

LOGO DESIGN

THE LOGO

When collaborating with my friend to create a logo the initial ideas came from inspiration in my name. Freya suggested that I should make my name more recognisable and shorten it to make it less of a mouthful and challenge when designing graphically.

I struggled to make a decision in choosing the logo but felt that the second proposed logo on the right was too busy and made my name harder to read from afar which is why I opted for the logo on the left. The logo was created using the font ‘Temeraire Display Bk’ which was then expanded in illustrator so that the ‘R’ and ‘S’ could be manipulated and joined together to make the logo flow as one.

I think my finalised logo design is simple yet effective. It’s clear to read and stands out from afar by having a lot of clean space. I believe my logo now makes my profile and online presence more eye-catching and reflects further creativity on my social media platforms.

62.

BUSINESS CARD

THE BUSINESS CARD

Even today business cards are an effective way of getting your name out there. They can act as a conversation starter and help to increase your personal network. Since I am my own brand I wanted to clearly demonstrate who and what I do in a simple and effective way. I played around with various styles and designs as seen above.

Overall I settled with the design on the next page which I think is striking, bold and professional looking whilst still having a personal touch. I am satisfied with the result and feel it appropriately reflects who I am in simple terms.

63.

BUSINESS CARD

THE FINALISED BUSINESS CARD MY BUSINESS CARD DESIGN

Front

Back

64.

THE WEBSITE,

WEBSITE

https://rosecoppen-manns.wixsite.com/fashion

65.

WEBSITE

THE WEBSITE

Research has found that by having a good website you can instantly boost credibility as a legitimate business. However, as I am not starting out my own business I have decided to create one for the sole purpose to showcase myself and expertise to better position myself in the industry. My website will also be used as an extension of my CV and portfolio.

As first impressions are so important, I have spent more time ensuring the homepage is impactful to ensure the introduction to my page gives off a strong first impression.

Although my colour palette is nearly all black and white, I have endeavoured to keep lots of white space to ensure clean lines are maintained throughout. This makes it more aesthetically pleasing to the eye which is further enhanced by images that have been carefully chosen based on topical relevance and ones that are visually strong and impactful. I have also included a contact form on my website which is linked to my business email address listed on both my CV, LinkedIn and business cards to keep all business and career enquires separate from personal emails.

With the total number of active social media users standing at 3.8 billion in 2020, the effectiveness of online content is more important than ever, (WeAreSocial, 2020). This is why I have also linked my social media accounts to my website, so anyone viewing can click straight through to give them further insights into my personality, life and past experiences which I deem are an important part in securing a job.

66.

WEBSITE

A M O B I L E F R I E N D LY W E B S I T E .

As the number of people using mobile phones has increased, it is important to make sure that my website can be easily accessed on any mobile device.

This is why I have ensured my website is optimized to Windows, Android and Apple iOS. This enables more people to reach my site which in turn provides a better experience. Additionally by having a mobile friendly site, my website appears modern and is relevant to the times we are in.

Initially I found it particularly hard to navigate some website design sites such as ‘SquareSpace’ and ‘WordPress’ but I found ‘WIX’ to be very helpful and informative in aiding to create a website that matches my personality, character, skills and expertise. Overall I am really pleased with my website as it enhances my online presence and will help me in opportunities after graduation.

67.

CV CREATION

SIMPLE, CLEAN & NEAT

Although each CV will differ in context to the jobs I apply for, my design and aesthetic will continue to be the same. My goals in finalising a design for my CV were to ensure it is readable, neat, clean and most importantly professional.

I thought that incorporating my achievements and volunteering was a nice personal touch to my CV as it shows what I do outside of my university studies. I also plan to add in the CIM Level 4 Marketing Techniques once I have received my results. My chosen font was Gil Sans with my text type being 10 pt and my titles being made bigger through extending and expanding the text. I have kept the text type the same throughout the CV and Cover Letter to make it flow well to maintain professionalism.

I decided to incorporate the same photo of myself found on my LinkedIn profile to make it match further extending professionalism. I took on advice from my fellow peers and aligned the text to the right hand side as some friends said they found it difficult to read when everything was centred. They also said to cut out waffle and keep my text to a minimum so the reader can focus in on my key skills and accomplishments which is why my CV is now only one page rather than the initial two.

68.

THE CV

Professional Summary A highly motivated individual, willing to lead and act with authority. I am a confident hard-working team player, who is creative, highly organised and capable of producing and delivering work that engages audiences and drives recognition. Thriving within a high-pressured and deadline driven environment, I love the challenges that are brought about, and am always looking for the next.

With my keen ability to evolve as a marketer, I hope to be able to further my experience with-in marketing and communications and provide youthful knowledge with my qualifications so far to prepare me to deliver creative and strategic services to benefit your company.

Rose

Coppen-Manns EDUCATION Falmouth University (2017-2021) BA Fashion Marketing Predicted First Class Honours Degree Queen Anne’s School (2009-2016) A levels in Psychology, Physical Education and Art ACHIEVEMENTS -Fashion’s Future: The Sustainable Development Goals (Fashion Revolution, CPD Certified) -Fashion and Sustainability: Understanding Luxury Fashion in a changing world (Certified by London College of Fashion and Kering) -Understanding Fashion: From Business to Culture (Institut Francais de la Mode)

VOLUNTEERING Marketing Volunteer for M-Sail (2018-2019) My responsibilities included looking after the social media accounts, writing press releases and contacting MS support groups across the country to increase the awareness and recognition of M-Sail as a new charity.

SKILLS Exceptional organisational skills Outstanding leadership techniques Strong IT skills and highly numeric Proficiency with Social Media Expert knowledge in Adobe Creative Suite, Excel and Word.

Previous Experience Public Relations Intern at The Fourth Angel 01/07/2020-01/08/2020 During summer 2020 I did a two month internship for The Fourth Angel PR agency who were a finalist for the CIPR Excellence New and Small Consultancy of the Year 2020. Throughout this internship I undertook a range of tasks including updating databases, liaising with internal departments and co-ordinating samples and gifting. Additionally I worked on monthly PR reports, assisted with influencers and created topical e-shots to send to the press, introducing them to new products. I worked alongside clients including Billy Ruffian, Organix, Childs Farm and Farmologie.

Public Relations Intern at ASOS 26/06/2019-26/06/2020 My responsibilities were overseeing the logging and tracking of PR samples using Fashion GPS, whilst keeping an organised and updated PR image gallery.

Maintaining the upkeep and organisation of the PR sample room. Monitoring media on a daily basis, logging and scanning coverage received. Assisting the menswear team with daily sample orders. Managing a system for the continuous flow and logging of returns. Assisting the showroom co-ordinator with daily product send outs. Supporting the PR team with events and launches throughout the season. Assisting the Junior Press Officer with media sample and image requests when needed.

Public Relations & Marketing Intern at M&Co 01/05/2018-01/06/2018 I did a months internship for the Scottish clothing chain M&Co working in the PR and Marketing Department in their Head Office in London. This helped me gain further insight into the fashion industry and how exactly the PR department at M&Co communicates the companies messages to the press. Throughout this internship I undertook a range of tasks including updating databases, liaising with internal departments and co-ordinating samples coming in and out of the press office. Additionally I worked on press releases, assisted with social media posts and created topical e-shots to send to the press, introducing them to new products.

References available upon request.

CONTACT Mobile: 07925629311 Email: rose.coppen-manns@outlook.com Address: 5 Cherry Tree Close, Henley-on-Thames, Oxfordshire, RG9 5RD LinkedIn: linkedin.com/in/rose-coppen-manns-21b84b12a

69.

ONLINE PRESENCE

SOCIAL MEDIA @rosecoppenmanns

I always find creating an online presence hard as I personally don’t use social media apps very often. However as social media is a crucial aspect of our society today, as-well as being of huge importance to the fashion industry I do deem it a necessary skill to have if I want to succeed. Therefore I have updated my social media accounts so that they reflect my work experience so far. I wanted my Instagram in particular to give an outlook-er or potential future employee aspects of my personality and experiences of my life so far to show through. For example my hobbies, my time at ASOS, my love for fashion and political issues that are really important.

I also changed my Bio on Instagram to sound and act more professional as-well as adding in my website click through link to make this my call to action. I also removed photos I deemed as inappropriate and unprofessional that I would not want my future employees to see. Finally I also changed my name on Instagram from lilyrose_cm which was a superficial name I gave myself when I was fourteen to rosecoppenmanns which is now correct and true which makes it easier for future employees to find me on the app. This is because according to the latest CareerBuilder survey, “70% of employers use social media to screen candidates before hiring, and more than 44% of employers have found content on a social networking site that caused them to hire the candidate”, (Salm, 2017).

70.

ONLINE PRESENCE

SOCIAL MEDIA @rosecoppenmanns

71.

ONLINE PRESENCE

SOCIAL MEDIA LINKEDIN PROFILE

LinkedIn is a great tool to network professionally in the industry. I use it nearly everyday now as it gives me up to date fashion news that l monitor on a regular basis. It is also a great way to easily apply to the latest jobs that become available matched to your past experience and interests.

I want to be sure that anyone viewing my profile understands that I am actively seeking graduate opportunities, this is why it is made clear in my description on my homepage. My chosen profile picture is a recent photograph where I am smiling which I would like to think reflects my personality to prospective employees. My friend Freya also produced the illustration that is used as my wallpaper to match both my website and business card to ensure my branding is seamless throughout my social networks.

72.

ONLINE PRESENCE

MOVING IMAGE

When creating a moving image I wanted to create something that would be visually impactful and eye-catching to gain audience attention and interest effectively on my social media accounts. To do this I chose to make the illustrations move and rotate around my logo in different directions. My moving image was created using Adobe Premiere Pro 2020. After figuring out how to successfully make the images rotate together at the same time I then wanted to place my logo on top to stand out with the animation only being in the background.

I am really pleased with the overall outcome particularly when I don’t have a strong skill set with Adobe Premier Pro. I believe my moving image adds a playful aspect to my website and social media and makes my logo more noticeable which in turn will help increase my online presence.

73.

CHAPTER 5

FINAL MAJOR PROJECT THREE INITIAL IDEAS.

74.

PROPOSAL ONE

HOW C AN WE C HANGE CONSUMER AT T I T U D E S I N LU X U RY FA S H I O N ?

CUSTOMER FOCUSED- LUXURY CONSUMERS- COMMUNICATIONS PACKAGE While all the great names at the forefront of fashion are brands to aspire to, many hold an alluring sense of mystery. Although fast fashion brands have previously been the primary target of conscious fashion activists due to a lack of transparency and poor ethical and environmental practises. Luxury fashion is now facing its own critics and disapproval as a result of the coronavirus pandemic. This in turn has brought into question the more complex issues of sustainability and environmental concerns around luxury fashion. As these social and sustainable issues are set to continue, it is paramount therefore that luxury brands address the issues raised, re-thinking products life cycles, supply chains and the management and disposal of unsold inventory.

75.

PROPOSAL ONE

HOW C AN WE C HANGE CONSUMER AT T I T U D E S I N LU X U RY FA S H I O N ?

According to Bain & Company, “Luxury shopping is likely to restart first in China if the virus remains under control there. Continued restrictions on travel will mean that many purchases that would have been made abroad will now happen in China.”, (D’Arpizio et al., 2020: 6). As we are already seeing, the common practice is now to shop online but once safety and confidence return, consumers will “return to physical stores, possibly with a renewed passion for in-real-life experiences”, (D’Arpizio et al., 2020: 7). However, the most significant consumer change thus far would be the change in relationships with clothing. Luxury fashion brands have the potential to be at the forefront of driving change within the industry. A positive consumer trend emerging as a result of COVID-19 is a heightened environmental and social consciousness as there is now a greater concern around the subject of sustainability.

It is evident that there are going to be some huge changes in the fashion industry.

In particular, the luxury fashion market will begin to re-think ways to adapt to this change in consumer behaviour and will impose considerable efforts towards a more sustainable future. Therefore the question remains how luxury fashion can change consumer attitudes to pave the way to a more sustainable fashion industry?

This FMP will focus on how brands can communicate with their consumers about sustainability issues as it could well be that younger wealthy people will switch the historian allegiances from the established luxury brands and spend more money on smaller emerging brands that focus on sustainability.

INDUSTRY EXPERTISE: I will seek industry expertise and support from Ellen MacArthur.

EXPECTED TIMELINE: 3-4 months.

POTENTIAL PRODUCTION COSTS: Printing costs will incur as I will want to professionally print and bind the final communications package so I can present it in person to industry professionals.

76.

PROPOSAL T WO

IS INFLUENCER MARKETING THE FUTURE FOR LUXURY RETAIL?

BRAND FOCUSED- LUXURY BRANDS- COMMUNICATIONS PACKAGE YES- The Influencer Marketplace will see more growth in the future: In the next few years, the credibility of influencers will boost even more and may give them the opportunity to find more work outside their social media channels. With the advent of influencer communities and more business credibility, companies will easily be able to look for and hire influencers from all over the world to get support in understanding new generations and the latest market trends.

77.

PROPOSAL T WO

IS INFLUENCER MARKETING THE FUTURE FOR LUXURY RETAIL? COMMUNICATIONS PACKAGE/ FORECASTING REPORT on influencer marketing trends and its importance in the luxury marketplace.

TREND ONE: Effective brand storytelling creates desire which is the foundation of the luxury business and what will make a brand succeed in the years to come.

“The Chinese consumer wants to know everything about the brands, every detail, what the brand stands for, how it is created. That is the reason why they choose the brand. They want it authentic,”, (launchmetrics, 2021). Storytelling via influencer marketing could be a way forward for luxury brands.

TREND TWO: Companies Will Increase Their Focus On Confluence Marketing “Confluence” is derived from Content and Influence. As we can see that influencer marketing is one of the most effective ways of marketing in the current era. If the current trends continue then this will become the most dominant form of marketing in the world. Companies know the potential of good content and influencer marketing and know that it can yield great results. So it is only a matter of time that they would lower their investments in other marketing methods and start investing more and more into confluence marketing. Hard-selling promotion is not effective anymore.

Users want powerful storytelling that can bring to a sale in a soft-selling way and content, in this case, becomes the king.

INDUSTRY EXPERTISE: I will seek industry expertise and support from Claire Wakeman- Influencer Marketing Manager at H&M. EXPECTED TIMELINE: 3-4 months.

POTENTIAL PRODUCTION COSTS: The communications package and forecasting report will be solely digital so no costs should incur.

78.

PROPOSAL THREE

A LUXURY CLOTHES RENTING & R E PA I R A P P.

A BUSINESS PROPOSAL- CREATING AN APP As a person who is big into sustainability, I wanted to think of ways we could increase sustainability in our own homes. I remembered the action plan I came up with in summer for positive change as part of the course I completed called ‘The Sustainable Development Goals’.

Rose’s ‘Fashion Revolutionary Action Plan’ for positive change.

My action plan is based around things that we can change in our own homes to have a positive impact on sustainability with-in the fashion industry.

-wash once every week (do not exceed this) -wash at low temperatures (not higher than 30oC ) -when washing put my clothes into a filter bag to reduce the number of microfibres that are released in a wash.

-only use the tumble dryer if necessary, hang most clothes outside to dry naturally -use non-toxic washing detergents -when my clothes show signs of wear, repair and up-cycle to extend the life of the garment -when clothes no-longer fit either re-sell on apps such as Depop and Ebay or donate to local charity shops or friends -If my clothes are beyond repair, i.e holes, stains that refuse to wash out I will locally recycle these at a clothes recycling depot

79.

PROPOSAL THREE

A LUXURY CLOTHES RENTING & R E PA I R A P P. From looking back at my action plan I realised that one other way to tackle sustainability issues surrounding the fashion industry would be to rent clothes. When researching further into this I noticed that their is a huge gap in the market for clothes renting/hire services. Currently in the UK only one app exists called HURR. Whilst many brands and other stakeholders are making significant strides to tackle many of the issues, overconsumption hasn’t yet had the spotlight it requires. The current fashion system is designed to constantly increase the level of production and consumption of clothing in order to continuously drive more and more profit.

The root cause of many negative social and environmental impacts in the fashion industry is the way that prevailing business models are designed. This must change and a solution to the problem could be through renting pre-existing clothes rather than buying new ones. If we can change consumption habits through renting and repairing pre-existing clothes than we can improve the longevity and sustainability of the fashion industry.

“If annual clothing sales continue to grow at the current rate, they will reach 160 million tonnes by 2050 – more than three times the volume we are producing today.”, (MacArthur, 2017). Therefore we need to put consumption habits in the spotlight because even if we consume only ‘sustainably made’ products, we will continue to breach our planetary boundaries. Whilst we want a thriving fashion industry that is accessible to everyone, we also want one that protects and restores our living planet and supports good working conditions and sustainable livelihoods for everyone across the whole value chain.

A positive consumer trend emerging as a result of COVID-19 is a heightened environmental and social consciousness as there is now a greater concern around the subject of sustainability. The impact of COVID-19 on attitudes towards the fashion industry has led to, “83 percent of respondents agreeing that clothing should be designed to last longer than they do at present and around 58 percent of those who took part in the survey advocated government regulation in improving the social and environmental impacts from the clothing sector.”, (Sabanoglu, 2020). Therefore people would be in favour of an app helping to address sustainability issues which is why I deem a clothes renting/hire app a move in the right direction.

INDUSTRY EXPERTISE: I will seek industry expertise and support from Victoria & Matt, the founders of the UK’s first luxury clothes rental app HURR. EXPECTED TIMELINE: 4-5 months.

POTENTIAL PRODUCTION COSTS: Depending on whether app software is free to use I may in-counter some costs regarding the creation of an app and service particularly if I will want a professional website too.

80.

CONCLUSION

THE CONCLUSION , A SUMMARY OF MY FINDINGS. From completing this module I have a stronger view into what path I would like to take once graduating. Although my placement year confirmed I wanted to work in public relations as a future career, I have since become more motivated to expand my career options into the field of marketing too as these sectors are merging more with one another.

Back in April 2020, I was initially unsure if I wanted to head back into the fashion industry which was based upon the feelings of an unsustainable ethos as I saw first hand how much material waste can be generated at just one company.

However throughout this module and term I have discovered brands that place sustainability at the core of their business ethos. Brands such as The H&M Group, Stella McCartney, Finisterre and L’Oreal all take pride in working towards fashion and beauty in a greener environment. I have learnt that I will never loose my love of fashion as I enjoy it too much, therefore it would be silly for me to give up on this passion. With my invaluable experience I received at ASOS, along with my colleagues who I had the privilege to work alongside, I would like to go back to the team but with a more determined approach to changing sustainable aspects of the job. I also believe I could grow and succeed at ASOS whilst maintaining my long term aspirations of moving to a luxury brand when the opportunity arises.

My plan of action remains the same as it has been since the beginning of October which is to get on a good graduate scheme or summer placement that can provide me with excellent opportunities of individual growth and progression in the future.

However, when critiquing the jobs market for 2021, I have begun to realise the fashion industry has been hit hard as a result of the covid-19 pandemic therefore my expectations might be aimed too high. I believe that although I shouldn’t give up on applying to graduate programs, I should not be too dis-hearted if my initial plan doesn’t work out. I hope that by January 2022, the fashion industry maybe looking a little brighter and more prosperous.

81.

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