REFLECTIVE REPORT
PROFESSIONAL PRACTICE
SOPHIE HALES
FASHION JOURNALISM
02
03
TABLE OF
CONTENTS Reflective Learning
04
Fashion Journalsim
06
My Niche
08
The Future of Beauty Journalism
10
Carrer Inspiration
12
Interview
16
Job Application
20
Challenges
22
SMART Action Plan
24
Bibliography
28
04
REFLECTIVE LEARNING “Learning extends beyond formal education and becomes very important in the continuing of selfmanaged professional development” (Moon, 2004)
REFLECTIVE REPORT
Many educational theorist advocate that learning is dependent on integrating experience with reflection and believe learning cannot take place without it (Sugerman, 2000). De la Harpe and Radloff (1997) state that reflection “includes the ability to be self-aware, to analyse experiences, to evaluate their meaning and to plan further action based on the analysis of reflection. Reflecting allows individuals to identify their key skills for professional development and gives the opportunity to further improve them. The reflective learning method has inspired me to reflect upon the progress of my own professional career development.
This report will focus on a discussion of my chosen career path, assessing the current state of industry and possible opportunities for my desirable position of employment. It will be important to evaluate my previous work experience and consider the possible challenges ahead.
FASHION JOURNALISM
05
06
FASHION JOURNALISM I value myself as a creative individual and have always flourished best when challenged with creative tasks. Throughout university I have grown a real interest for fashion writing and have excelled most when completing writing based assignments. Becoming an experienced fashion writer has allowed me to deepen key industry skills including; content creating, copywriting, print and digital media and social media writing. Identifying my areas of expertise has allowed me to recognise that I would now like to have a successful career within the fashion journalism industry. By definition, fashion journalism is an umbrella term used to describe all aspects of published fashion content. The fashion content is encompassed through various media channels. Magazines, newspapers, blogs, social media, websites and books are all media outlets that all may require the skills of a professional fashion writer.
REFLECTIVE REPORT
‘With the expansion of platforms for journalism, and the huge appetite for fashion as a subject, there are now many new ways for a fashion journalist to ply their trade” (Bradford, 2014).
FASHION JOURNALISM
07
08
MY NICHE
BEAUTY JOURNALISM My passion for a career path in fashion journalism was further deepened after creating an online beauty magazine publication, ‘Phe Beauty’. I was able to understand what was involved in the role of a professional fashion writer. I gained the ability to deliver creative content within tight deadlines, had the confidence to effectively interview others and identified key trends and styles for my readership, whilst developing a successful brand for my publication. All in which will be essential for a successful career as a writer. In order to inform future practice, an analysis of experience should be investigated (Griggs, 2016). On a personal level, I have a real passion for the beauty industry and as a writer I felt it was important to produce content for a niche that inspires me.
REFLECTIVE REPORT
MY ONLINE BEAUTY PUBLICATION FASHION JOURNALISM
09
10
THE FUTURE OF BEAUTY JOURNALSIM Focusing on the current state of the beauty journalism industry is interesting and motivating. A report released by Global Data in 2017 focusing on “The UK Health & Beauty Market 2017-2022”, suggested: “The health & beauty market is forecast to grow by 21.1% over the next five years, in part driven by inflation which is set to reach 2.1% in 2017 - the highest level since 2000.” For a professional looking to have a strong career within the beauty journalism industry, this report is extremely encouraging. This rise in growth for the beauty market could mean brands will have an increased desire for creative written content.
REFLECTIVE REPORT
FASHION JOURNALISM
11
12
CAREER INSPIRATION Inspiration results when our engagement with the world touches us in a special and motivating manner (Bird, 2018). For aspiring beauty journalists there is a wide range of inspiration platforms out there. Living in the age of technology, I spend the majority of my time being inspired by digital beauty publications. Reading the work of established beauty journalists has helped shape my creative writing style and has inspired me to keep career-driven, knowing in the future that published article could be my work. I enjoy taking inspiration from reading the beauty articles published in ELLE magazine. The digital edition of ELLE magazine allows readers to specifically read articles related to beauty through their dedicated ‘beauty’ column.
REFLECTIVE REPORT
The beauty articles published by ELLE are inflitenial to me due to their exciting topics and trends, strong and informative industry knowledge and also the sheer professional feel to each article. FASHION JOURNALISM
13
14
INTERVIEW WITH CHELSEY HUGHES I often gain inspiration by listening to what other individuals have to say. After attending an industry networking event in October 2018, I was given the opportunity to interview Chelsey Hughes; who is currently the Digital Picture & Multimedia Editor at GLAMOUR.
REFLECTIVE REPORT
15
Throughout the interview the journalism industry was the main topic. Listening to how you can go from a graduate to a head editor of a beauty magazine was extremely motivating. Chelsey has also inspired me to apply for a three week internship at Glamour magazine to enhance my opportunity of employment and experience. FASHION JOURNALISM
16
INTERVIEW WITH CHELSEY HUGHES What inspired you to work in the writing industry? “I’ve always loved writing, even back in school creative writing was what I was good at. My passion for writing further increased after studying Journalism and Photography at Leeds Beckett University. It was there I created a portfolio targeted to the industry I strived to be a part of; which is mainly fashion, beauty, celebrity and lifestyle.” How have you gained your current/previous job positions? “I have built a range of useful industry skills such as; editorial and digital writing, interviewing, feature pitching and picture researching. Also having varied work experience at companies including; Glamour, Heat and Fizzy Magazine has helped.” What advice would you give to an aspiring fashion writer? “Get experience and as much of it as you possibly can. The fashion world is an incredibly competitive industry, especially as a journalist. At first you might be doing the tedious jobs like making hundreds cups of tea, but it’s all a learning curve. There is no job too small.”
INTERVIEW WITH CHELSEY HUGHES
REFLECTIVE REPORT
FASHION JOURNALISM
17
18
CAREER ASPIRATIONS The role of a beauty writer has really stood out to me. A beauty writer produces content on anything beauty related including; products, reviews, services, trends, industry influencers and procedures often created in an interesting and informative way. Editors are often looking to employ writers who can cope under the immense pressure of tight deadlines whilst efficiently juggling a number of jobs at one time. “You need to be able to demonstrate that you do have the ability to write, edit, do market work, do all those things that you’re going to need to build your career,” Marie Claire’s Beauty and Health Director Erin Flaherty, 2016. Ideally, after graduating I would look to gain positon as a ‘beauty writer’ in a large and well-established company. I believe working in a company like this will be a great way to begin my career. I will be able to get my professional name, work and skill out to the industry which will hopefully result in building loyal readership. I will also be able build a network of contacts on a larger scale which will become useful for other ventures. I would like to spend time working for different publications and brands, that way I will build a diverse range of skill and work experience improving my chance of employment when applying for new positions.
REFLECTIVE REPORT
Eventually, my ultimate career goal will be to work as a senior beauty editor for a prestigious publication or brand like Vogue or perhaps even owning my personal beauty publication. Although my dream career goals are well in the future, I believe it’s important to have aspirations that drive you to achieve a successful career. The figure below is an exmaple of my ‘ulimate career goal’.
FASHION JOURNALISM
19
20
JOB APPLICATION
1
2 1 3
2
4
5
REFLECTIVE REPORT
21
JOB APPLICATION 1- The job role asks for a candidate that has a passion for my preferred writing niche, beauty. On a personal level, I will evidence my passion through my confident knowledge of cosmetics and experience working as a makeup-artist. I own an Instagram page dedicated to beauty which too represents my passion. 2- Another great way of highlighting my passion for the beauty industry will be through my portfolio of beauty writing experience for example; my digital beauty publication- ‘Phe Beauty’. This will showcase my excellent writing skills and unique writing style which is another requirement of this job. 3- During my final year of university I have gained experience as an editor. I am now confident enough to bring this skill to my career. 4- I have also gained research skills throughout my degree. If a new trend or product develops it will be essential to educate myself ahead of our competition which will require my researching skills. 5- Due to the marketing side of my degree, I have gained a fundamental understanding of marketing strategies. My expertise will allow me to pitch creative and innovative strategies for future campaigns and events, which will generate profit. Currently one strategy that is working extremely well in the beauty industry is ‘celebrity endorsement’.
FASHION JOURNALISM
22
CHALLENGES AHEAD
REFLECTIVE REPORT
Since researching for potential job openings I have noticed a large majority of them seem to be located in London. Currently I am based in Peterborough where there doesn’t seem to be much beauty writing work available. Griggs (2016) states that ongoing purposeful change is a key attribute of reflective practice. Therefore in order to have a successful career and to work in my specific niche, I may need to consider relocating closer to London which in return would provide me with more career based opportunities. The beauty industry is constantly changing and expanding. The fast-pace environment could lead to a difficulty in keeping up with evolving trends. In order to continue as a successful writer, I will need to keep myself relevant to industry research and stay ahead of competition. This may lead to me frequently enhancing relevant skills and industry experience. Keeping to ethical practice is also another important challenge. A writer’s career can be over with just one wrong article. It will be essential to ensure I work for brands that are ethically approved and produce content that is professional. The promotion of unreliable brands or products with poor reputations could be detrimental to my career.
FASHION JOURNALISM
23
24
MY SMART PLAN
Goals What will I do? Dealine (SMART plan) Date 1
Create an online magazine publication as part of module assignment.
29/4/18
Outcome
Date completed
Produced an online beauty magazine publication, which allowed me to decide the exact sector of the marketing industry I want to work inthe beauty sector
20/4/18
Grew industry skillswriting, social media and brand development skills 2
Work as freelance Makeup-Artist over summer and keep beauty blogging
15/9/18
Ensured I kept myself knowledgeable and relevant in the beauty industry over summer break Gained new clients and further developed my beauty blog and portfolio
15/9/18
3
Develop a CV based around industry skills and experience Research into successful CV writing and examples
15/10/18
Skills-based and experience CV completed.
15/10/18
Create LinkedIn Profile
15/10/18
4
Ensured the CV was tailored to the marketing assistant role at We Are Vista
By creating a LinkedIn profile has allowed me to brand myself as a professional rather than a student Made mportant business and industry connections Great way to showcase; knowledge, experience, skills and achievements in accessible way Found extensive job listings and recruiters
ACTION PLAN
15/10/18
MY SMART PLAN Goals What will I do? Dealine (SMART plan) Date 5
Apply for a job role in the marketing industry
28/10/18
25
Outcome
Date
Applied for the Marketing Assistant role at We Are Vista, attached relevant CV and an excellent cover letter
27/10/18
Gave an insight into applying for jobs in the industry
6
Attend Industry Event
19/10/18
Attended an industry event where I was able to gain a real insight into the background and roles of professionals working in the industry
19/10/18
Inspired me to gain more industry work experience and attend more events Expanded industry connections 7
Update social media links
25/10/18
Updated social media links and ensured they are professional and relevant to industry.
13/1/18
Created new twitter account dedicated to industry and the health/beauty sector. Gained new followers. Gave further access to articles and opinions bout the industry 8
Complete at least one assessmentcentre test
25/11/18
To be completed
To be completed Aim by: 21/11/18
Aim: to complete 3 tests
ACTION PLAN
26
MY SMART PLAN
Goals
What will I do? (SMART plan)
Dealine Date
Outcome
Date
9
Attend a job interview relevant to industry
1/12/18
To be completed
20/4/18
10
Create portfolio Representation of work and contextualise to my chosen sector of industry
14/5/19
To be completed
To be completed
Further develop my online beauty publication- ‘Phe Beauty’ during second semester of University.
14/5/19
Gain more work experience in industry before graduating
1/6/19
11
12
Apply for: Unpaid and voluntary work, editorial work, social media work. Work over university term breaks / during free-time.
Progress so far: • Online portfolio completed. Uploaded digital content that represents my marketing skills and experience- created on Wix To be completed Aims and objectives: • Create print edition for Final Major Project • Add to my portfolio and showcase during interviews • Deepen writing skills and knowledge of industry To be completed Aims and objectives: • Become a stronger candidate when applying for graduate jobs with varied industry experience. that company my industry skills. • Gain a potential employer after graduating • Voluntary work shows you’re passionate about getting experience ACTION PLAN
Aim by: 3/1/19
To be completed Aim by: 29/04/18
To be completed Aim by: 1/6/19
MY SMART PLAN
27
Goals
What will I do? (SMART plan)
Dealine Date
Outcome
Date
13
Complete studies
20/5/19
To be completed
To be completed
Aims and objectives: • Degree completed, tickets booked for graduation
14
15
16
Research for graduate fairs
Apply for jobs in industry
Gain a graduate job Ensure job is relevant to my career path and somewhere I can keep developing my skills and experience
To be completed
15/8/19
Aims and objectives: • Identified relevant graduate fairs, booked and researched into the companies attending 30/8/19
To be completed Aims and objectives: • Apply for at least 50 graduate jobs both locally and un-local • Attend interviews and complete assessment-centre tests
1/9/19
To be completed Aims and objectives: Gain a graduate job in relevant industry • Preferably a writing job in the beauty sector for example; a beauty content writer at ASOS • Would prefer job in a larger well-established company, so I’m able to network and clime a promotional ladder •
ACTION PLAN
Aim by: 10/5/19
To be completed Aim by: 1/8/19
To be completed Aim by: 20/8/19
To be completed Aim by: 1/9/19
28
BIBLIOGRAPHY Bird, A. (2018) ‘The Inspired Leader: How Leaders Can Discover, Experience and Maintain Their Inspiration’. Bloomsbury Publishing, p.1. Bradford, J. (2014) ‘Fashion Journalism’. Routledge, p.1. Griggs, V, Holden, RJ, Lawless, A et al. (1 more author). (2016) ‘From reflective learning to reflective practice; assessing transfer. Studies in Higher Education’. University of Leeds, p.3. Global Data (2017) ‘The UK Health & Beauty Market 2017-2022,’ [Online], Avaliable from: https://www.globaldata.com/store/report/vr0126sr--the-ukhealth-beauty-market-2017-2022/ [Accessed: 15th November 2018] Kim, G. (2016) ‘How To Make It As A Beauty Editor,’ Fashionista’ , [Online], Avaliable from: https://fashionista.com/2016/05/how-to-be-a-beauty-editor [Accessed: 14th November 2018] Moon, J. (2004) ‘A Handbook of Reflective and Experiential Learning: Theory and Practice’, Routledge, p.12. Sugerman, D. (2000) ‘Reflective Learning: Theory and Practice’. Kendall Hunt, P.11
29
LIST OF PHOTO CREDITS (CHRONOLOGICAL ORDER)
Unsplash (2018) ‘Magazine Covers’ - https://unsplash.com/photos/5sAHYzM0RY [Accessed: 12th November 2018] Unsplash (2018) ‘Backstage at Mercedes-Benz Fashion Week’ - https:// unsplash.com/photos/RC7bYyG5PUs [Accessed: 13th November 2018] Unsplash (2018) ‘Lightbulb Image’- https://unsplash.com/photos/ fIq0tET6llw [Accessed: 12th November 2018] Unsplash (2018) ‘Magazine Covers’ - https://unsplash.com/photos/5sAHYzM0RY [Accessed: 12th November 2018] WiX (2017) ‘Image of Phe Beauty Website’- https://sophiehales.wixsite. com/phebeauty [Accessed: 14th November 2018] Unsplash (2018) ‘Lipstick’- https://unsplash.com/photos/Xl1s-AkSLj4 [Accessed: 12th November 2018] ELLE (2017) ‘September Issue 2017- Rihanna’-https://www.elle.com/ culture/celebrities/a12188517/rihanna-elle-october-2017-cover-reveal/ [Accessed: 14th November 2018] LinkedIn (2018) ‘Chelsey Hughes LinkedIn Profile’- https://www.linkedin. com/in/chelshughes92/ [Accessed: 14th November 2018] Glamour (2018) ‘Chelsey Hughes Glamour Profile’- https://www. glamourmagazine.co.uk/profile/chelsea-hughes [Accessed: 14th November 2018] ISSUU (2014) ‘BESPOKE MAGAZINE’ - https://issuu.com/ chelseahughes/docs/final_bespoke [Accessed: 15th November 2018] ISSUU (2014) ‘BESPOKE MAGAZINE’ - https://issuu.com/ chelseahughes/docs/final_bespoke [Accessed: 15th November 2018] Vogue (2018) ‘Vogue Beauty Editor’- https://www.vogue.co.uk/profile/lisaniven [Accessed: 15th November 2018] Total Jobs (2018) ‘Beauty Writer Job Advertisement’- https://www. totaljobs.com/job/writer/francis-consultancy-job84165593?WT.mc_id=A_ RE_JG8PPC_MP2_MDA_30_TJ [Accessed: 14th November 2018] Unsplash (2018) ‘Crossroads Sign’ https://unsplash.com/photos/C7BExXpOIE [Accessed: 13th November 2018] Sophie Hales (2018) ‘Smart Career Plan Table’ [Created: 3th November 2018]