S CA R L ETT E ST E L L E MCMAHON FA S H I O N MA R K ET I N G P O RT F O L I O
HELLO • Growing up changing outfits at least three times a day, a love for fashion has always been present in my life. I believe that in a world that is constantly changing, fashion and personal approach to style is what brings the colour to our grey lives. Whether that’s wearing a pair of cargo trousers that make you feel on top of the world or strutting down your local town road in Vogue’s shoe of the month- the clothes you carry each day is what makes us who we are. I believe that as consumers who are constantly switching between phone and laptop, to passing billboards on the bus- we are influenced by effective and fresh marketing that meets each need of the individual. Over the last few years, I have explored the fashion community by committing to regular uploads to my Pinterest page- from my own content such as photoshoots and images I have taken that inspire me, to creating boards of High Fashion, Editorial images, fashion through the seasons and influences like celebrities and models that are photographed in couture. My aim on this course is to explore the fashion community further by produces my own marketing designs, as well as working with others to create effective work. I am excited to show my passion and excitement for the ever-growing community.
C R EAT IV E D E S I G N • Studying Graphics communication at both GCSE and A Level, I have spent most of my time researching, thinking of designs, working from ideas and contextually analyzing already artists. In my time, I have created many products, such as a book cover, different art medias, contextual copies and a magazine cover. From this, I have learnt how to use processors such as Adobe Photoshop, which are skills I aim to use and develop in taking this course. • My time and skill can be shown through the process of designing such products; a fashion magazine for example-
ST U DY •
During my time studying Graphics, I learnt theories such as ‘Colour Theory and Psychology. With this knowledge, I was able to learn the powers of which some colours have on individuals, brands, target markets and audiences. For example, the use of black in designer brands and editorial magazines such as ‘Vogue.’ It instills the idea of class and prestige.
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In addition to the theory, I utilized my time learning new design methods, such as water colours, weight of line, mark making and repeat pattern.
MA GA Z I N E P R O J E CT • For my first year in college as a Graphic design student, I wanted to create my own magazine cover- this was stemmed through my love of reading, buying and following magazines such as Vogue, Elle and Instagram accounts and influencers. • The themes I chose were travel and seasons. In doing so, I starting to generate ideas for a brand that focused on summer fashion.
MAGAZINE P R O J E CT
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Before the process had begun, I took time to research in depth about what makes a successful magazine. This included which magazines were already on the market that proved to be effective with the consumers, which layout and composition was being used, colour, font, imagery and language.
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I took time with this process as I believe knowing about the background of the consumers, the history of the magazine and what it is marketing, as well as extra thought on the language used was important.
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This was completed through Pinterest, magazine sales, popular names on the market etc.
PROCESS D EV E L O P M E NT
• In the process of research and study, I took extra care in remembering to do thumbnail sketches of fonts, shapes or designs. • These were taken from the inspiration around me, magazines I had already owned and read as well as contextual studies.
MALIKA FAV R E • One artist who proved to be of great influence on me was Malika Favre. • The designer, who uses block colours as her preferred method of bold design, illustrates her images- something of which I has grown fond of over the recent years; I find the personal element pleasing. • Favre has worked and designed for brands such as Metropolitan, The New Yorker, Vanity Fair, Sephora and Stylist. Her young, female dominated, and fashion influenced audience was relative to my project.
THE FINAL P R O D U CT • Starting from research of audience, statistics, designs and fonts- to thumbnail sketches, experimenting with colours and media- I had completed two different designs for my own ‘Shea Magazine.’ • It targeted young females who held an interest in fashion. The magazine followed the same system as brands like Vogue- releasing a new copy each month, supported by the season. The designs use bright and warm colours, promoting the feeling of summer, warmth and happiness; all in which I had learnt in Colour Psychology-
OT H E R P R O J E CT COMPARISSONS •In a more recent project, I decided to design a cookbook for families and children that consisted of easy, sustainable recipes that were ‘fun’ to make. In doing so, I had to research marketing strategies such as what was elegant enough to appeal to an adult audience, but simple enough for children to understand. I took great inspiration from artist Jen. B Peters and Barbara Dziadosz.
I N MY S PA R E T I M E • When I am not doing my graphics work, I spend my time catching up on latest fashion trends through Depop, TikTok, Instagram and online shopping. I am familiar with what is popular due to influential people and the brands they work with/ content they produce and for whom. Some of my favorite advertisements have been from brands such as Zara, who use extroverted photography elements to market their clothes to the upbeat, trendy audience they target. • Most of my time, I am creating and scrolling on Pinterest-
P I NT E R E ST A N D S O C IA L M E D IA •Over the last centaury, the influence social media and advertisement has in our lives- as consumers- has grown significantly. •Because of this, I have found a great love for the platform, producing my own content for an audience. •I use Pinterest to upload my own content, as well as creating boards for my followers- such as: •
Successful magazine covers
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Different seasonal fashion trends, dedicated to each year
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Editorial shoots
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High Fashion
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Lifestyle and Home
•By spending much time online and being influenced by the world around me and photographing it, I’ve got the knowledge of successful marketing techniques, language and content that is effective with each specific audience (gender, style, lifestyle activities etc.) as well as optimum posting time and what to post.
W HY FA S H I O N MA R K ET I N G ? • Reading magazines and always being influenced by the world around me- both on the high street and on my phone- fashion was always the career I wanted to do.
• On this course, I want to develop the knowledge I already have, as well as learn new marketing techniques that help promote brands and trends. From this, I would like to use this knowledge in my own work, such as posting online, marketing for brands I already know and love that are close to me as well as to work with others who share the same criticisms.
• With research, I have found and grown to love the work that is done on the course and what it can offer me in the future.