Tiegan Way FMK320 Reflective Report by tway11

FMK320 PROFESSIONAL STRATEGIES

TIEGAN WAY

INDIVIDUAL REPORT

CONTENTS

EXISTING SKILLS ANALYSIS RATIONALE 5-6 WORK EXPERIENCE 7-8 EXISTING SKILLS ANALYSIS 9-12 PAST PROJECTS 13-18 SUMMARY 19-20

JOB MARKET INVESTIGATION AN UNCERTAIN JOB MARKET 23-24 EMPLOYMENT OPPORTUNITIES SEARCH 25-26 LOCATION 27-28 JOB ADVERTISEMENTS 29-34 POST GRADUATE STUDY 35-36 ENTREPRENEURSHIP 37-38 NEXT STEPS REFLECTION 39-40 CAREER PLAN 41-42

INDUSTRY NETWORKING NETWORKING 45 SEEKING INTERVIEWS 46 SOPHIE HELLINIKAKIS 47-48 NO JOBS IN THE ARTS 49-50 SIMON YUEN 51-52 CHRIS SANDERS 53-54 INTERVIEW ANALYSIS 55-56

PROFESSIONAL IDENTITY SELF-BRANDING 59-60 BRAND ME CRITIQUE 61-62 WEBSITE DESIGN 63-64 SOCIAL MEDIA PRESENCE 65-66 BUSINESS CARDS 67 THE DOTS 68 VIDEO DESIGN 69-70 TW* ZINE 71-72 CV DESIGN 73-74 PROFESSIONAL IDENTITY SUMMARY 75-76

FINAL MAJOR PROJECT CONCEPT DEVELOPMENT 79-80 CONCEPT 1: FUSE 81-84 CONCEPT 2: ASOS X DIGITAL FASHION 85-88 CONCEPT 3: CIRCULAR WARDROBE 89-92 FMP CONCEPT SELECTION 93-94 PROJECT BUDGET 95 PROJECT DEVELOPMENT 96

REFLECTION REPORT REFLECTION 97-98

REFERENCES BIBLIOGRAPHY 99-102 IMAGE REFERENCES 103-106 INTERVIEW CONSENT FORMS 107-110

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From a young age, I have enjoyed working on projects that require equal measures of creative and academic thought the most. The fashion industry has also always fascinated me as I have appreciated the symbiotic relationship it has with wider culture. The industry is something I am keen to be a part of as a creator rather than just as the audience. Hence, when it came to selecting a field of study at higher education, fashion marketing at Falmouth University was a befitting choice to my spheres of interest and the mode of work that I personally thrive at the most. Over my short 2.5 years of study, my knowledge of business theory and practice in marketing, as well as creative understanding and competency, has expanded. The development of employable skills via the various projects I have undertaken has aided in preparing me to enter the industry as a professional in a chosen career path which this report will explore. I will investigate the current jobs market, my personal brand, insight from industry professionals and how I can demonstrate a culmination of my professionalism from years of acquired experience, through a Final Major Project.

EX SK

A self-analysis set in relation to

XISTING KILLS

of current proficiencies and skills o professional aspirations

SEEKING INDUSTRY OPPURTUNITIES “If you have a good understanding of yourself, then you are better placed to find a career that fits your needs” -Trought, 2011

21 YEAR OLD CREATIVE STUDENT AT FALMOUTH UNIVERSITY

3+ YEARS EXPERIENCE

1 * EXISTING SKILLS

This introductory chapter is dedicated to the exploration of self, where both personal strengths and weaknesses are identified, thus recognising where there are opportunities to improve a current skills set and enhance professional identity. This will include a review of previous work and the feedback provided to establish where proficiencies lie. Conducting this selfanalysis will enable the pinpointing of key employable skills that will inform the direction of post-graduate career choice. To effectively analyse my existing skills base, I will review feedback from past projects as well as carrying out my own self evaluation of the course employability skills in order to assess where there is an opportunity to improve and accordingly enhance my professional offering to employers. The practice of self-reflection is not something I have previously undertaken but is essential, especially as I have time to formulate a plan of action to develop my skills-set to give me the best possible chance at success in acquiring the job positions I apply for. This is supported by Harvard University’s Public School of Health, who ascertains that “The starting point in the career development process is identifying your skills, values, interests, and preferences to determine what types of positions are of interest and would be a good fit” (2017).

As I have felt great uncertainty in my post-graduation next steps and been apprehensive to think ahead, a review of my professionally relevant capabilities aims to make myself feel more confident in my positioning as a creative marketer and aid in creating a career plan. “Increasing your self awareness and self knowledge will greatly improve your graduate employability skills. After all, if you know what you are about, you will find it much easier to describe yourself to employers both in writing and verbally. Understanding yourself will also help you to plan your future study, your working life and your personal life better.” (Graduate Recruitment Bureau)

WORK EXPERIENCE

M&S, Visual Merchandising Work Experience Placement July 2017 *

Assisting the store visual merchandising team across different departments, learning about the key roles and responsibilities Created a proposal for management on how to attract a younger target market in employment

M&S, Customer Assistant November 2018 - January 2019 *

Knowledgeable in brand values, current products and promotion to effectively assist with customer enquiries during their busiest annual period

When I first started to really think about the university degree and career I want to pursue post-sixth form, I used work experience as an opportunity to gain relevant insight into the fashion industry. I was able to work alongside the visual merchandising team of an M&S store, understanding their key daily responsibilities and tasks that I was able to assist with. This experience solidified my interest in working within the fashion industry and led to my search in a suitable fashion business course at higher education. At the end of my placement, I was tasked by management to create a presentation that proposed how to attract a more youthful demographic to working for the M&S brand. Upon reflection, to create this I had to employ a marketing viewpoint and creatively solve the problem presented with excellent communication skills to propose my ideas. Skills: Commercial awareness and working with industry, drive and motivation, communication and creative problem solving

During my gap year, I took on a full-time role as a customer assistant at M&S. This of course was my first time experiencing full-time employment which required drive and motivation and prioritising my job during my period of employment. To effectively fulfil my duties as a customer assistant, I ensured that I was up-to-date in my knowledge of current products and brand offerings in order to aid with any customer queries. This skill, although not used in the same context, is transferable to my degree in fashion marketing of needing to thoroughly research and understand the brand I am working with so that I can demonstrate employability skills in all of my projects. Another transferable skill that this job position entailed was the ability to work with others as well as autonomously, in order in order to complete the daily tasks required to run the store. Skills: Communication, drive and motivation, emotional intelligence and self-direction and autonomy

1 * EXISTING SKILLS

Coasters Cafe, Cafe Assistant March 2017- Sept 2021 * * *

Working in a fast-paced environment driven by customer demand Utilising initiative to contribute to a team effort Effective communication with customers that represent the business values

Working as a front-of-house assistant at Coasters has been a role I have obtained for over 4 years, generally assisting in their most busiest periods. I was able to develop my knowledge and understanding of what it takes to run a business and eventually was able to acquire more responsibilities as I established my reputation as a reliable and committed employee. Over the period which I worked here, I was agile in adapting to multiple management styles where I had to demonstrate professionalism and the ability to be open to new ideas and approaches. As a customerfacing position, my communication skills were a key skill I had to develop which I believe has transferred across personal and professional spheres of my life. Whilst the role is not necessarily specific to the fashion industry I want to enter in the future, the fact that I have been able to attain my position there over many years speaks to my commitment to the business which is a valuable skill for an employer to see when hiring a candidate. Skills: Communication, drive and motivation, emotional intelligence, creative problem solving and agility and self-direction and autonomy

MISSING SKILL: Whilst through my work experience I have developed many transferable skills, I feel that my job application will be slightly disadvantaged as I have not obtained any industry experience during my time at university, which may be perceived by an employer as me being less driven and interested in the field of fashion marketing. Part of the reason I had not applied to an internship during my studies is because of the uncertainty of the pandemic. In hindsight, I could of looked at the possibility of a remote internship in order to demonstrate my commitment to pursuing a marketing career and enhance my CV.

EXISTING SKILLS EVALUATION COMMUNICATION Effective communication is arguably one of the most significant skills to possess as a marketer which I believe I have committed to developing, especially in preparation for beginning a career in industry. My confidence is something that I have always struggled with and has consequently affected my ability to verbally communicate effectively. However, I believe my ability to visually communicate has shown great improvement over the last 3 years, through the motivation to learn Adobe Software and present my work in the professional way that I envision. To improve this skill, I have consistently watched tutorials on a regular basis and gone to on-campus workshops to enhance my competency in creating visuals and graphics to compliment my work and add value to my portfolio and demonstrate my creativity. I have always felt that I am best at communicating in a written form due to studying very academic based subjects at A-Level which has helped me throughout the creation of my projects and CV writing.

COMMERCIAL AWARENESS AND WORKING WITH INDUSTRY In undertaking a fashion marketing degree, I have had the opportunity to get an insight into the expectations from industry of the standard or work and skills required in order to succeed. This has included abiding by real-time time-frames and deadlines to complete projects. I have also had the opportunity to work alongside industry professionals and gain perspective from individuals with experience who are able to offer advice that I have considered and adopted to support my own professional identity. My commercial awareness will always be developing, especially as I go through the process of applying for job positions. To best prepare for this experience, I have been expanding my network with industry creatives with the aim of gaining perspective and advice on how they have navigated the industry. Moreover, through my years of study, I have been able to acquire understanding and awareness of the multiple roles in the fashion field. The role of a marketer is always evolving and so I always try to keep up to date with what is going on in the industry and the macro environment to be recognised as a committed and motivated candidate to an employer.

1 * EXISTING SKILLS

CREATIVE PROBLEM SOLVING AND AGILITY Problem solving and agility is one of the skills I find to be the most rewarding to have. With every project I have undertaken as a part of my studies, has been founded in solving a problem related to industry. I was very pleased with the final outcome I produced as a part of my most recent assignment in partnership with CIM. Through thorough research of both the River Island brand and the Gen Z consumer, I was able to provide recommendations in response to the changes COVID-19 has catalysed and created. The feedback from this assignment stated that I provided a strong rationale for my proposed improvements and presented plan, so I intend to add this to my portfolio in order to demonstrate the skill of problem solving to an employer. When generating a concept for my final major project, creative problem solving was the main skill that informed as there had to be a rationale behind why I was creating the idea. As this is an autonomously led project, I believe my creative mindset and agility will further need to be employed.

CURIOSITY AND RISK TAKING As someone who is learning to be more selfassured and confident in my ideas, risk-taking is a skill I need to work on and initiate, especially if I want to be a stand-out candidate in an intensely competitive jobs market. To develop this skill, I intend to be more open-minded and seek as much outside perspective as possible into my final major project in order to think about ideas I had not considered, ensuring I have as clear of a USP as possible.

DRIVE AND MOTIVATION I pride myself on being a very diligent and committed individual and like to complete any project I undertake to the best of my ability. I believe I have demonstrated a strong work ethic throughout my school career, especially upon entering higher education as a result of the much greater workload and aspiration to enter the industry by proving my ability. I also present myself as driven and motivated when working with others to ensure any work I am a part of presenting is something I can take pride in and represents the strong work ethic I possess. However, sometimes I find it difficult to balance all of my priorities with my keen motivation to complete projects effectively, which can sometimes overwhelm me and create stress This is something I need to combine with my planning and management skills to keep my motivation consistent.

EMOTIONAL INTELLIGENCE As someone who is always driven to achieve the best results, I have sometimes found that working collaboratively is frustrating when they do not show the same commitment and work ethic. However, predominantly I have found it inspiring to work on projects with other individuals. When I have been tasked with working in a group, I take the time to get to know everyone in the group and understand how they work in order to make everyone feel comfortable with their individual responsibilities so that the synergy between the group is the most effective possible. My emotional intelligence has been a work in progress as a transferable skill both in my personal and professional spheres, but I am confident in my approach to working with others and ultimately demonstrating professionalism.

1 * EXISTING SKILLS

SELF DIRECTION AND AUTONOMY Study at higher education is much more independent than I had ever experienced before in previous schooling, so I had to quickly adapt. My strong work ethic facilitated my ability to be more independent but this skill has come with time as I have become more comfortable and familiar with the mode of work of university and expectations of industry. Many of my projects require me to entirely come up with my own strategy and approach which is an aspect to the work which I simultaneously enjoy but also feel insecure about due to a lack of self-assurance in my own ideas sometimes. My final major project will be entirely self-led and will enhance this particular skill, having to set my own objectives and outcomes. I am generally quite apprehensive about this due to not being as autonomous to this extent previously, however I believe my passion and belief in my concept will aid in giving me the drive to plan and manage my project effectively.

PLANNING AND ORGANISING My time management skills are something which have particularly been put put to the test during my final year of my degree, through having to balance multiple projects from modules that are running simultaneously. This was something I was prepared for before the year started by planning out my days every week by allocating a day I would work on the various projects I have running at the same time. I slightly struggled with planning my time as effectively both during the first and second year of university but used this as a learning opportunity and assessed what worked for me to devise a successful plan in my final year. Trought states that, “Whether you are at university or in the workplace, you will always need to have a clear plan of action, as to how you will achieve your goals. The ability to plan, adhere to deadlines, identify key milestones and to succeed are all part of the organisational skills required within the work environment” (2011). As my final major project is autonomously driven, my personal selfdiscipline to set my own objectives, time plan and deadlines will be key in determining the success of the final outcome.

T S ! PA S T C E J RO

1 * EXISTING SKILLS

Throughout the 3 year period of study in the field of fashion marketing, I have been able to experience the range of avenues that are encompassed within the marketing aspect of the industry. From this, I have been able to identify where my passions and skill lies, thus providing me with a clear idea of my career direction. Every assignment I have undertaken has comprised of an approach that considers elements of business, design and communication. I am pleased with the positive feedback that I have received on all of the modules I have completed having consistently worked on each one with diligence, which has made the process of selecting a focused career positioning a difficult task as I would love to be able to have industry experience in various marketing practices in the future in order to efficiently decide on a longterm plan.

RIVER ISLAND: CHANGING USER BEHAVIOUR One of the most recent projects I undertook was a digital marketing plan for the brand River Island, that focused on changing the user behaviour of the Gen Z demographic that has ultimately been impacted in light of COVID-19. The project took a methodical approach by conducting an analysis of the background of the River Island fashion brand, competitor activity, their current digital toolkit as well as the behaviour and values of the key customer segment of Gen Z. Through this extensive examination of the brand and consumer behaviour, employing the role of an agency representative, I suggested ways in which River Island would be able to make improvements to their marketing strategy utilising their digital tools in order to achieve specified SMART objectives of increased TikTok followers and in-store traffic from a Gen Z target market. I received very positive feedback from the two elements of this module with appraisal for the rationale I provided for each recommendation. This project has cemented my business theory in marketing, through creating an implementation plan of recommended marketing activities as well as a corresponding environmental scanning approach and envisioned customer journey. I believe that this will be a key portfolio piece that will demonstrate theoretical knowledge of business practice as well as critical-thinking and problem solving skills. It is especially relevant as it considers the current retail landscape shaped by the pandemic and the affect this has had on consumers. I am intending to have this project accredited by the Charted Institute of Marketing (CIM) which will be an invaluable qualification to add to my CV and enhance my professional status as a marketer.

1 * EXISTING SKILLS

CONVERSE RENEW X REFIND COLLABORATION Sustainability and the circular economy are significant in conversations being had in industry. With this in mind, I teamed up with the fashion design course to create the brand Refind that was established with the concept of the end of ownership. Using this new brand, I then was tasked with proposing a prospective collaboration with a heritage brand that had a symbiotic justification. I generated a collaboration proposal for Refind with the Converse Renew brand, illustrating how the merging of the two brands would look including product, advertising and marketing strategy. I thoroughly enjoyed the aspect of collaboration to this project working with other creative disciplines, a key skill required when working in industry. This project enabled me to enhance my technical skills and understanding of different Adobe software like Illustrator which I used to create new shoe designs. This project established that branding was another practice in marketing which I feel proficient at and is another potential avenue in the jobs market which I could aim to pursue. However, the feedback from this assignment although positive on the visual cues I had created, suggested that the final proposal document of the collaboration could have looked more professional. I retrospectively appreciate that my time management was not as efficient during this period as it could have been and meant that the submitted piece did not score as high of a grade. This is something that I have since learnt from in order to improve my skill in planning my time more effectively, thus producing professional standard pieces of work which I can showcase in my portfolio.

FUTURECAST 2051 Since visiting WGSN during a London Fashion Week visit in 2019, the process behind trend forecasting has fascinated me and been a career direction I have considered since then. I was very pleased with the publication I created forecasting how the year of 2051 might look in relation to fashion, beauty and lifestyle. The creation of this publication was one of the most enjoyable aspects of this assignment as it allowed me to experiment with my graphic design style and create interesting visuals which is something in my skills set I was ultimately insecure about. As a part of creating this long-term forecast, thorough research was required using LSN Global, WGSN and an assessment of the macro environment in order to identify key drivers of future change. Critical thinking skills had to be employed in order to make justified projections of how the world would look in the future. I believe that my time management skills had shown improvement in this module from previous ones as I had to allocate plenty of time to research and plan the content for the publication for it to be professional as well as allow ample time to create the visuals to compliment the content. As a result of the nationwide lockdown, I did not have the experience of printing the document which would have been a valuable skill to of had and the publication could then of been something I could of used as a tangible asset to present in job interviews.

1 * EXISTING SKILLS

H&M: VIPARTY MARKETING COMMUNICATIONS PLAN Creating a marketing communication plan for H&M’s winter partywear collection was one of my very first assignments for the course where I achieved my highest mark to date, giving me confidence that fashion marketing was a practice I could be successful at and made me self assured that I had the basic skill-set required for starting this higher education study. As someone not previously from a creative background, I felt like I would be miles behind everybody else on the course, so the skill of having confidence in my self and abilities is something I was keen to feel when starting my studies which the final outcome of this particular assignment initiated the development of. For this report, I firstly carried out research around the H&M brand to conduct a situational analysis as well as putting business theory into practice to recommenced a strategy for the marketing plan. Additionally, this was my first time using Adobe software to produce work which is a key technical skill to possess in any project I now undertake. The feedback for this assignment was very positive and I was pleased with the plan I had produced,but the skill I was told needed slight improvement was some minor graphical elements. Upon reflection, I think I have since improved my marketing understanding and visual design which can be seen in my most recent similar assignment of producing a marketing plan for River Island.

“Self-knowledge is invaluable . It may seem rather self-indulgent, and even unnecessary, to put time aside to think about ourselves . However, our happiness, contentment and sense of fulfilment is often dependent upon such introspection . To plan ahead effectively, it makes sense to give thought to some of the bigger questions that affect our lives... Selfawareness can help us in myriad ways, such as making decisions about: study and work, how to use our time now [and] which opportunities to pursue” - Skills for success: personal development and employability, Cottrell, 2015

1 * EXISTING SKILLS

Overall, I am very pleased with the work I have produced as it is positively reflects my diligence and strong work ethic that motivates me to undertake projects and execute them to the best of my ability. My work experience additionally compliments my creative career targeted CV in demonstrating transferable skills that align with the course employability skills, which have been produced with industry standards and practice in mind. Whilst I am predominantly pleased with my overall communication skills, I am eager to specifically work on my confidence and verbal presentation skills as it has always remained an element of assessment that I have struggled with. It is crucial that I spend time making improvements to my verbal communication and presenting myself in a self-assured manner postgraduation as it will be a significant factor in determining my viability as a candidate in marketing, which at its core is about the dissemination of ideas to consumers and industry. I am keen to ensure my time management and planning skills are optimal going forward, especially as I am undertaking an autonomous project which will be able to tangibly demonstrate this skill to employers.

JOB MARK INVEST

KET TIGATION An examination of the current jobs and career landscape that aligns with personal aspirations, interests and skills

“You just need to be ready to compete. One aspect of your preparation is understanding your industry sector. What are the recruiters in your sector looking for? What issues are they facing with current applications from graduates? What areas of the sector do they see in contraction or expansion? Use this information to ensure that you are developing the right skills.” - Brilliant employability skills: how to stand out from the crowd in the graduate job market, Trought, 2011

2 * JOB MARKET INVESTIGATION

AN UNCERTAIN JOB MARKET This chapter is focused on investigating the landscape of the current jobs market and establishing the various pathways that could be taken as the next step postgraduation. The section will look at how the employment landscape has been impacted in light of the pandemic, for example the catalysation of the trend in remote working. Looking at industry relevant job platforms, employment opportunities will be identified that align with personal interests and proficiencies. The chapter will also go onto explore alternative routes available after graduating university which includes post-graduate study and entrepreneurship. Through the process of evaluating the range of opportunities available, a conclusion will be reached as to the direction that is personally favoured at this stage.

In order to conduct an effective investigation into employment opportunities, it is essential to consider the state of the current jobs market in light of the uncertainty which the COVID-19 pandemic has created. According to the Institute of Student Employers, “fashion graduates are entering an increasingly unpredictable job market” where there are around 23% less entry-level jobs available in the UK (Milner, 2020). The result of international lockdowns has caused what the BBC have described as “one of the toughest job markets in decades [for young people graduating]” (Jones, 2020) with the affects of recessions expected to have long-term affects. This is further supported by research provided by Milkround that denotes that only 18% of graduates are securing jobs in comparison to a typically expected 60% (2020).

From the various reports I have encountered upon researching the state of the current jobs market, it is evident that both the industry I am entering as well as the competition for entry-level roles, has intensified even more so than it already is. So it is crucial that I do everything possible to stand out amongst other candidates in the job application process. To do so, I must look at the key skills required of candidates in specific roles and focus on improving these so that I can demonstrate my understanding and alignment with the digitallyknowledgeable candidate employers are looking for in the current jobs market by demonstrating industry-standard skills via my job application. This can be achieved by personalising my portfolio with complimenting work as well as ensuring my CV and cover letter are written to match the candidate that they are seeking .

However, despite these worrying headlines that the pandemic has only worsened employment opportunities, there has contrastingly been an increase in demand for employees in jobs within digital marketing and working remotely as people have turned to the digital realm. Theories and practices in digital marketing is something I feel knowledgeable in and something my portfolio can demonstrate as my years of study have prepared me to be “a proficient communicator with a deep knowledge of this digitally advanced industry” (Falmouth University, 2021)

EMPLOYMENT OPPORTUNITIES SEARCH As the digital realm evolves, the role of what a marketer entails similarly expands. This has been especially true in light of the COVID-19 pandemic with McKinsey and Co stating that “Consumers vaulted five years in the adoption of digital in just eight weeks” (2020). As a result, when searching for employment opportunities, evaluating the responsibilities of the position and the profile of the candidate the company are looking for, and measuring this against my own skills set is essential to my success. In a podcast by Hays UK, discussing the impact of the pandemic on the role of a marketer, is that the move to digital “saw a big uptake in demand for digital skills” giving the advice that anyone in this career sector should “Make time for yourself to develop new skills and competencies in tune with these trends.” (Dahneiser and Kelly, 2020). In an online article I read on Aston Carter, the industry is seeing digitally-focused marketing roles in greater demand, including copywriters, graphic designers, digital media managers and social media coordinators. To adapt to the new marketing landscape, brands are not only looking at “diversifying creative content across digital mediums, [but] companies are refocusing their efforts to ensure content is not only eye-catching and user-friendly, but also compelling and capable of driving desired customer behaviours, achieving key performance indicators (KPIs) and promoting conversions” (Aston Carter 2021). The focus on digital strategy is something that I think I can effectively demonstrate through my portfolio as my assignments have been tailored with the contemporary digital landscape in mind.

In looking at the employment opportunities available and aligning with interests and skills base, I utilised various platforms including The Dots, Business of Fashion, Indeed and LinkedIn. As I do not have a preference of a particular career within the industry as a result of receiving positive feedback on various projects, my search was able to be quite broad to explore what was out there. I experimented with various filters including setting my location preference to Exeter, London and remote to assess where there are the most opportunities for entry level roles suitable to me. From this, I discovered that many of the roles had a digital marketing focus where I was familiar and had knowledge of the responsibility and tasks that the positions involved. This made me feel much more confident in my existing skills base and less insecure with my lack of industry experience.

2 * JOB MARKET INVESTIGATION

LOCATION! Falmouth has been an inspiring environment for my studies as I’ve been able to be a part of a creative community that has aided in fostering my creative mindset. However, the restrictions in travel over the last two years as a result of the pandemic, has intensified my desire to experience living in a new place, thus will be a significant factor in influencing my career direction.

“London is the perfect place to get creative. The atmosphere and multiculturalism are the best way to be on the latest trends and get a grip on the latest technology. It gives you a sense of what the pioneers in life are making and creating.” - Nuchjalearn, 2021

London Since beginning my studies, London has always been a city that I have envisioned myself initiating my career in as a fashion capital and place that I have found to be exciting and motivating whenever visiting. During my job search into the fashion industry, it is clear that London is where there is vast opportunity for the roles and companies I aspire to work. The job advertisements that I have selected are all based in the London area as fashion brand offices are typically based in the capital city of the UK so the location is based at the top of my own list of locations I intend to start my career after graduating. Discussing this with other creative students I have met during my study, London as a location is somewhere they also plan to migrate to in looking for creative job opportunities so the potential to live with people I know makes the prospect to live there more financially practical. Although moving here may not be immediately possible upon graduating, I plan to find a job position there by 2023 after gaining experience.

2 * JOB MARKET INVESTIGATION

REMOTE WORKING The pandemic has seen a surging trend in remote working as a result of national lockdowns which is becoming a part of the new normal as restrictions are easing. Due to being uncertain of my financial situation after graduating from my studies, working from home is something that I have considered. As there has been a surge in digital marketing opportunities, remote roles are becoming prevalent in this employment sector and are economically viable. However, having experienced working from home on creative projects through my studies over lockdown, I became very demotivated and uninspired at times so moving to a location that prevents this is the most preferable option. To ensure that I am in the financial position to be able to locate somewhere new for a job position, I intend to work full-time at home over the summer in order to possess the financial means.

One of the main types of roles I was seeking during my search was the opportunity of graduate schemes due to having no direct experience within the fashion industry on my CV, which I feel puts me at a disadvantage in my job application. In finding a job advertisement for a graduate position at Condé Nast in advertising sales, I was intrigued by the description that highlights the scope for progression within the company. Additionally, without the preference for a specific role within the fashion sector, by undertaking this graduate scheme that encompasses many different responsibilities and working across various departments, I would hope that it would give me the opportunity to discover what I enjoy the most and focus my career path. As I love both physical and digital publications and read Condé Nast’s publications regularly , I would effectively be able to communicate this through my application and demonstrate the key skills they are looking for of motivation and ambition. While I believe I have excelled in the written aspect of my communication skills and begun to develop my visual presentation, something that I would need to work on is my verbal communication in order to be the most suitable candidate for this role that involves building relationships with clients and customers. Many graduate schemes have a application closing date at the beginning of the year of which I graduate so will be something I am required to dedicate time to if this is the choice of my next steps.

2 * JOB MARKET INVESTIGATION

Advertising Sales Graduate Scheme Condé Nast London, UK

“Would you like to be part of a highly successful Sales Team within an International famous Publishing House?

“Experience is not essential. We provide a highly respected Graduate Training Scheme which comprehensively guides you through all aspects of a commercial Media Role: from telephone sales techniques and marketing theory to copy writing and face to face client liaison. Successful individuals can then progress onto Senior sales roles, Display and Digital selling or Management, providing an invaluable platform for their publishing careers.”

Could you apply imagination and stamina to achieve results both for yourself and your company?”

Essential Skills & Requirements

“Key Duties & Responsibilities: * Working to achieve both print and digital sales targets * Speaking directly to prospects and clients with a view to building revenues and customer relationships * Copywriting, page innovation and layouts”

* Educated to degree level or equivalent * Ambitious * Motivated * Good communication skills * Ability to work to deadlines

PR and Communications Assistant Burberry London,UK

“The UK PR & Communications Assistant will support the planning and execution of all UK press office functions: sample management, influencer & community marketing, events, partnerships, communication and reporting of local and global brand launches and campaigns.”

“RESPONSIBILITIES * Support planning and implementation of UK communications * Monitor daily coverage and compile reports for UK comms campaign and seasonal reporting * Analyse editorial coverage on a monthly basis and ensuring ROI across media partners * Be a champion of the latest and greatest activities across the industry and regularly share ideas and competitor activity across all comms functions * Monitoring and handling conversations with influencers and marketing partners, to ensure content created is brand aligned”

“PERSONAL PROFILE * Able to build and maintain strong relationships across the business – a collaborative team player * Strong understanding of UK landscape – media, communities and influencers * Passion for the industry and the brand * Show strong and consistent ownership of projects * Attention to detail * Pro-active character, capable of driving projects forward with a hunger for inspiring new ideas * Highly organised, adaptable to change”

2 * JOB MARKET INVESTIGATION

My career direction is broadly focused on the marketing strategy aspect of the sector which is why this particular job advertisement with a role in PR and Communications of a global fashion brand excited me. Having worked on creating hypothetical marketing campaigns involving a PR strategy, the responsibilities required of this role were familiar to me and something I could see myself doing. I love learning about the history of luxury fashion especially British brands like Burberry and Vivienne Westwood which aligns with the personal profile trait of passion for the industry and brand. Upon reading the candidate the role is looking for, I feel that my professional identity and skills base aligns with this which I can demonstrate through my knowledge and understanding. As I pride myself on achieving the best results as possible through my diligence, I am able to meet the criteria of showing strong and consistent ownership of projects I work on and am detail oriented. I have an affinity for the creative and innovative aspect of projects as being rewarding when my ideas come to fruition. Therefore, the opportunity in “driving projects forward with a hunger for inspiring new ideas” is an exciting prospect to be involved in, especially with such an influential brand in the industry. Many of the skills in the personal profile are a part of the course employability skills which I analysed in the previous chapter in line with my existing capabilities and have suggested ways in which I can improve these to enhance my career prospects. To apply for this role, I would personalise my portfolio to align with the PR and communications position and prove my understanding and thus ambition for acquiring this specific job position.

When discussing with my course tutor the parts of the industry I was the most interested in pursuing, the role of copywriting was suggested. Whilst I was vaguely aware of what this meant, upon researching what the position entails, the typical responsibilities and tasks involved aligned with the parts of marketing that I most enjoy and feel I have experience in through the projects I have undertaken. Therefore, when searching for jobs, the role of a copywriter was something I was specifically hoping to discover. I selected the job advertisement of creative copywriter for the fashion brand New Look and the description of what the position involved sounded befitting to my skills and interests. The role involves working with a variety of mediums where creative content is needed, including social platforms, newsletters, website, campaigns and in-store. This variety and range of potential projects comprised in this copywriting position involves employing a creative mindset and my marketing theory knowledge which as I have established throughout this report, is the balance I excel at the most. In the job description, the New Look brand outlines the type of person they are looking for which upon assessing, is an apt fit to my proficiencies. Through the recent market plan I created for the River Island brand that will be accredited by the CIM, I can demonstrate my “understanding of SEO, channel-specific nuance and customer journey” via the industry-wide relevance of COVID-19. The marketing plan I created considers the integration of online and offline marketing techniques with a focus on how the brand can utilise their digital toolkit in achieving specified objectives. Through the positive feedback I received on this project and enhancement of knowledge around concepts like SEO and customer journey, I feel better qualified as a suitable candidate for this role.

2 * JOB MARKET INVESTIGATION

Creative Copywriter New Look London, UK “Key Responsibilities: * Provide copy for all BAU creative assets across multichannel touchpoints * Ensure all written copy is on brand * Support the Editor, Content Lead and Group Studio Product Copywriter on creative campaign narrative and digital hubs when required * Ensure all other departments are adhering to the brand language in all written content and communications * Create weekly homepage updates across women’s, men’s, 915 and global * Marketing newsletters * Support on articulating sustainable styles and projects * Write editorial articles for New Look Daily * Produce and proof copy for our paid and organic social teams * Copy for promotions, POS messaging for stores, swing tags and packaging, banners and app tiles, recruitment ads and more.”

“About You: * Knowledge of fashion language and excellent verbal communication skills * Creative copywriter with a strong understanding of SEO, channel-specific nuance and customer journey * A love for language, spelling and grammar * Effectively work on multiple projects/ tasks of varying complexities, meet deadlines, prioritise and deliver under pressure * Commercial understanding * Happy to work to a strict brief, put finishing touches to copy as well as generate ideas”

“The Role: To be the go-to for BAU and seasonal copy requests from across the business, particularly the Creative, Brand and Social teams. To write creative copy that is original and informative, and always adheres to our brand voice. To provide copywriting support across the business to drive consistency across all channels”

POSTGRADUATE STUDY “Students are recognising the value of furthering their education against a challenging economic and employment backdrop. Postgraduate numbers are higher than they were at the same time last year, a sign that the trend of remaining in education is set to continue.” - Professor Mary Vincent, The Guardian, 2021

The degree I have undertaken has enabled me to experience multiple segments of the overarching skill of marketing within the context of fashion. Over the course of the 2.5 years of study currently accumulated, I have been able to identify which areas of the discipline I have excelled in the most which consequently will dictate the career direction in the industry that I pursue. The endeavour of further study through a relevant postgraduate course will build upon the knowledge acquired in the undergraduate degree and “give you the opportunity to refine your skills with expert supervision, whereas experience can offer countless practical insights” (Milner, 2018). As I have enjoyed elements of all of the modules across the years of study, I am able to picture myself in multiple different areas of employment within fashion marketing. By choosing to study a masters as my next step, it may give me the opportunity to pinpoint a more exact area of interest within the marketing discipline, thus enhancing my employable proficiencies as I can envision a more clear career path.

Whilst postgraduate study is something I had begun to consider as soon as I entered my first year of study on the course, the employment landscape that the pandemic has created, has presented me with opposing views for and against this. Recent figures are seeing a trend in postgraduate study where “further education has become a priority” (Cowan, 2021). Cowan summarises that “Postgraduate courses aren’t like anything you’ve done before; there isn’t as much hand-holding as you might find elsewhere. You’re instead much more independent, taking control of your work and schedule. This required discipline gives you a taste of what’s to come post-graduation.” (2021). To meet the requisite of discipline for masters study, thoroughly researching the range and type of courses available that would be of interest to me and ultimately justify choosing further study as my next step over entering employment, is crucial.

2 * JOB MARKET INVESTIGATION

MA STRATEGIC FASHION MARKETING UNIVERSITY OF THE ARTS LONDON 12 MONTHS

“This specialist fashion marketing and management course has a global reputation in launching successful fashion management and marketing careers” London has always been the destination I have pictured my career beginning as one of the word’s fashion capitals and a place that fills me with motivation on every visit. UAL is considered a place where you get the “chance to flex your creative muscles without any restraint. No idea is too big or too small; you have room to explore and discover your creative path” (Cowan, 2021). Additionally, QS 2021 university rankings, place them as the second best university in the world for art and design. This particular course is linked to a broad range of careers within marketing, PR, communication and digital and brand management. At this stage of study, I am very open to all of these as starting employment directions. The requirements for this course are achieving a 2:1 or above which I am hopeful I would be able to achieve with a commitment to the work ethic I have applied throughout my studies. Applications for this course must be submitted as early as possible in 2022 prior to 13 April so this is something that I must decide on with urgency if I am certain that this course is something I want to pursue.

MA CREATIVE ADVERTISING FALMOUTH UNIVERSITY 12 MONTHS

“Build your capabilities as a strategically minded advertising creative. You’ll enter an intensive environment replicating a full-service advertising agency, where you’ll develop the creativity and key skills to forge a successful advertising career.” As a current student at Falmouth University, browsing the postgraduate courses on offer seemed like a logical place to start as I have grown attached to the location over my years of living here. The first course I looked at was Marketing and Digital Communications as it is accredited by CIM, qualifications from which I aim to acquire. However, the Creative Advertising course was the course that I found to be the most intriguing on reading what it entails. Whilst this course is not necessarily specific to fashion, it will give me the experience is applying the universal discipline of marketing to other spheres. The fact that the course is structured like working for an advertising agency aligns with the direction of job market search that I am leaning towards the most and would give me focused practical experience for working in this agency role that does not have to be in the fashion business, but more broadly the creative industry.

Freelance My knowledge in marketing and branding practices has progressed over the course of my degree to a point where I am confident in my understanding of contemporary strategies and their implementation. Through multiple assignments as a part of the degree requirements, I have worked with a range of small to large brands including creating my own. Although these projects have been conducted in a hypothetical sense, the way in which the work was approached was through industry-standard practices and approximate deadlines. I am open to a range of possibilities post-graduation, including going freelance in the marketing field. According to the Creative Industries Federation, 35% of the creative sector are currently selfemployed (2021). The concept of freelancing is very new to me as I have never used my marketing skills to paid projects and therefore this makes me apprehensive due to the lack of experience within industry I have had and would like to have before considering being entirely self-employed. However, I think it would be invaluable with the uncertainty in the current job market to work on freelance projects alongside part-time/ full-time employment to strengthen my knowledge and experience in the creative industry.

How? To set up a freelance brand, I am confident in the strong branding I have established to convey a sense of professionalism. This is crucial according to Rachel Wayne who in a Medium article expresses that “a personal brand not only is professional reputation, but also your promise to your clients and customers... So, champion your best qualities and shout them from the rooftops!” (2020). My promotional materials would require some adjustments to promote my freelance work. For example, I would change my title on my outputs to marketer so as not to restrict myself to just projects within the fashion realm as this would be too specific. To establish myself as a freelancer, I would initially aim to work with small businesses on their branding and marketing strategy for a smaller fee in order to add freelance work to my portfolio and create a trustworthy reputation in order to be able to then increase fees for my work. In that way I will be able to gain social proof of my credibility, which Wayne also says “can usually demonstrate your commitment to your work. If you’re just starting out, though, you need to share any testimonials or positive reviews you have far and wide. Do not be shy! (And don’t be arrogant, either) It may seem like you’re yelling into the void at first, but trust me, people will see it” (2020).

Considerations However, there are many elements that need to be considered to decide whether becoming selfemployed would currently be feasible as a postgraduate route. I read a recent guide published by Simply Business that specifically focuses on how to become a freelancer in the UK (2021) that highlighted the various considerations that would need to be taken into account to do so. For example, there are many financial factors that I would need to examine like registering as sole trader or limited company and tax with HMRC as well as acquiring freelance insurance. Because I would be working for myself, self-discipline is a crucial skill to possess in order to meet personal business goals and project deadlines. The Simply Business guide recommends establishing a detailed business plan to aid in doing this to ensure the most success. A strategy to effectively promote my services and acquire clients would also be a key factor I would have to consider. A method I might adopt to do this would be diversifying social platforms and creating a Facebook page where I could attract local small businesses.

Uncertainty When googling the prospect of becoming self-employed as a freelance marketer, I was faced with many headlines stating the negative economic impact COVID-19 has had on those that are self-employed. The Creative UK group report (2020) found that freelance workers had been affected 5 times worse than someone who is on a payroll with the Creative Industries Federation estimating 95,000 self-employed people becoming unemployed in contrast to 18,000 job losses on payroll. However, they also highlight the value of the creative industry and that 87% of creative-led jobs are at low risk of automation so creative services will always be in demand and are estimated to generate £28 billion for the UK economy in the next 4 years.

2 * JOB MARKET INVESTIGATION

ENTREPRENEURSHIP

“Freelance work is by its nature less secure than employed work, however the pandemic has highlighted the lack of job security and employment support as a major area of concern for the creative industries and an issue that needs to be addressed going forward.” - Creative Industries Policy and Evidence Centre, 2021

NEXT STEPS REFLECTION 39

2 * JOB MARKET INVESTIGATION

Post graduation, there are various avenues that I can pursue professionally. Throughout this chapter, I have been able to explore these different options and their feasibility in line with my proficiencies and career aspirations. Before this process of properly considering the prospect of post graduate study or entrepreneurship, I was the most preferential in gaining industry experience in fashion by working for an established brand. However, upon gaining experience, freelancing is an opportunity that I would then feel more confident in undertaking. Additionally after researching possible MA courses that would be applicable to the career direction I want to pursue, I can see the value in having a focused qualification on a specific aspect of marketing. As I have previously mentioned, I am not presently preferential to a specific job role within the marketing sector so do not think I would get the most value at undertaking additional study due to the financial imposition.

My research of the current jobs market has confirmed my stance in wanting to pursue a job role similar to the advertisements I focused on in this chapter after graduating in order to enhance my experience by putting my knowledge and understanding of marketing gained through study into context. By evaluating what these types of positions entail also has given me a better understanding of the skills which I need to improve and effectively demonstrate through my job application to give myself the best chance in a highly competitive employment landscape. From acquiring an understanding of the different responsibilities and tasks of the various jobs I discovered, I have been able to come to the conclusion that I am best suited to a role that is in the realm of marketing strategy that involves employing a creative view. I would preferably like to find a graduate scheme in marketing so that I can obtain relevant experience that I have not previously had so that I am more qualified for higher level positions in the future.

CAREER PLAN

2022

A year after graduating I would like to be living in London having either progressed in the same company that I have a job position in, or have obtained a new role that I have been able to gain through my newly acquired experience. Having worked for over a year within the industry, I want to have a clear career focus and have a plan of how I am able to progress in this.

During the second term of study, I am going to dedicate more time to exploring the jobs market with the intention of finding a role within marketing that aligns with my broad interest in marketing strategy. I will apply for as many entry level roles as possible, ensuring to personalise my application to the specific role to give myself the best opportunity at securing my desired position. Ideally, I would like this role to be in London.

2023

2 * JOB MARKET INVESTIGATION

2024

Within this year, I hope to progress to a more senior position within the job position that I am in and begin to think about the possibility of establishing my own business as a freelance marketer, using the knowledge and skills I have acquired over the previous years in industry.

By 2024, I want to be in an employment position that involves travelling or I will begin to explore the jobs market within Europe or the USA to experience living within another country. Whilst obtaining a job overseas is a challenging process, I am confident that my gained experience from the previous years will make me a favourable candidate in applying for these roles.

2025

IND NET

Gaining first hand experienced prof industry

DUSTRY TWORKING

d insight and advice from fessionals about entering the

NETWORKING “Networking is the backbone of all business. The ability to maintain a wide network is useful not only for university but also to identify possible opportunities.” - Trought, 2011

Talking and listening to industry professionals throughout various modules has always been insightful and invaluable to my understanding and knowledge of various marketing practices that I have put into context through assignments. In agreement with the above quote by Trought, by seeking advice from industry professionals, I have learnt about the vast range of careers available to enter within the creative marketing field. After personally speaking to Ryan Boultbee, co-founder of project No Jobs in the Arts, he gave me the advice that as a creative about to enter a career in industry, that talking to people with an established career would be very beneficial. Expanding my network is crucial as a creative in such a competitive market in order to explore how individuals got to where they are now having been in the same position as me. I can then establish how these insights can be implemented into my strategy for my career journey.

3 * INDUSTRY NETWORKING

SEEKING INTERVIEWS Confidence is one of my most significant skills that I am working on, hence I have always been apprehensive at the prospect of networking and approaching industry professionals as someone with little experience. However, I knew that the outcome of doing so would improve my confidence which was supported by an article I read in Forbes about the benefits of networking to your career, stating that “Training and certification garnered from networking builds self-confidence and promotes self-esteem. The self-confidence that has been built over time can help put you on a positive spot whenever you interact with like minds in your career” (Miller Cole, 2019). The article additionally states that it “improves your creative intellect”, something I experienced to be true from seeking interviews as a part of primary research for my dissertation. Utilising Instagram as a tool for this, I reached out to a co-founder of a significant retail brand to ask for their insight into my research question and support my ideas. Our mutual interest into the topic of digital fashion resulted in this person following my account. Despite initially being unoptimistic in receiving a reply to my request to have a conversation with someone in industry, the process was very rewarding and enhanced my overall project. As I am not currently settled on one preferred career direction, I was open to networking with a range of different people in various careers within the fashion, creative and business fields. Having recently found success using Instagram to contact industry professionals, I initially started to reach out to accounts that I followed and found inspiring that I thought would be relevant to my interests and career aspirations. Despite directly messaging various people, I had little success at first. Although, initially reluctant to utilise my LinkedIn account due to not being experienced in using it regularly, finding relevant people to speak to was a much easier process.

Having recently renovated my profile on LinkedIn with my self-branding to enhance my professional identity, I felt much more confident in requesting to connect with people who had experience in industry. I first adopted the approach of searching for people who worked for aspirational companies of mine such as ASOS and WGSN as well as university alumni who had previously studied the same course as me. After connecting with several people, I then discovered that I could connect with people who were recommended to me from having mutual connections. Upon receiving an acceptance of my invitation to connect, I used LinkedIn’s messaging tool to approach people by introducing myself and asking them if they would be interested in participating in an interview about their career experience. I understood than many people were busy and may of been reluctant to participate having not replied to my enquiry, however I was still able to start expand my LinkedIn network in the process of gaining new connections and have industry-relevant and informative posts on my news feed.

OR U F ME! :) O Y NK WITH A H T HI, CTING E NN CO

SOPHIE HELLINIKAKIS *

Firstly, how would you summarise your current position in terms of some of your key tasks and responsibilities?

I have worked for many years as a Visual Merchandiser. I started off working on the shop floor and worked my way up. I did this by assisting the Visual Merchandising Team when they came into the store I was working in. I then went to work as an in store Visual Merchandiser and from there I got an area Visual Merchandising role. I worked my way up over the years to a Senior Visual Merchandiser and then eventually onto a Manager position. I was very keen to progress in my career so I always opted to ensure that I went the extra mile and made sure I was a key member of the team. I progressed to an Account Director as I loved being in the creative industry but realised my organisational skills fit this type of role.

My main job is working as an Account Director for a design agency, we specialise in interior design and graphics (mainly branding). I am the go to between the studio and the client, I prioritise the work load in the studio, brief the studio, set the budget and keep the studio on time. I am responsible for ensuring that the projects are complete, on time and within budget. I also work freelance stying events, my main responsibility for this would be creating mood boards, sourcing props and product within budget and also setting up the event.

What are three skills you have found to be essential throughout your experience in industry? I would say from my previous roles that the key skills that are essential for any role are communication, organisation and being able to work well under pressure. The key takeaway I would say when starting any new position would always be to ask lots of questions so you know exactly what is expected of you.

How did you get to where you are now?

What was your experience in finding a job after graduating from university? I found finding work hard after I graduated as I graduated in a recession and there weren’t many jobs around at the time. I found the best way for me to get into the field I wanted to was to work in a store and gain the experience I needed that way. I actually am glad I did it that way as I found the experience invaluable. I also did some unpaid internships as well.

3 * INDUSTRY NETWORKING

Sophie is an accomplished creative with a wealth of experience within industry, predominantly as a visual merchandiser. I had the opportunity to meet Sophie in person during a second year module where she provided advice and assistance in a project involving creating a window display for a co-created brand, Disposition. Utilising LinkedIn, I connected with Sophie and was interested in her career trajectory having recently progressed as an account director within a design agency based in Cornwall.

How do you think the industry has changed as a result of the pandemic? I think that people probably shop online even more since the pandemic and it has effected the high street massively. I believe people are also trying to shop more substantially.

What advice would you give to someone starting out a career in industry? I would say the best thing you can do when starting a new opportunity (even if it’s not your exact role you want) is to be as hard working as possible, ask questions and be friendly. I have personally found that sometimes job opportunities come from someone passing on your details because you made a good impression somewhere else. So always make sure you put 100% effort in and have pride in any role you do.

NO JOBS IN THE ARTS *

Firstly, how would you summarise what you do at NJITA? We create professional development opportunities for earlycareer creatives working in the Visual Arts, through projects linked to the East Midlands.

What specifically inspired you to start the project? Working in collaboration with Charlie, early-career creatives, and our partners, we wanted to address the lack of professional development opportunities for earlycareer creatives, including artists and curators.

How do you think the creative industry has changed in light of the pandemic? I hope, following the pandemic, the creative industry uses more digital resources to make exhibitions and programmes more accessible to different audiences. For example, those who are unable to attend venues in person.

Do you think the concept of community is important to the arts and inspiring creativity? I think a creative community is essential to sustain creative practices.

How do you see NJITA progressing in the future? We’ve achieved our ambition to disrupt the local arts community, highlighting barriers to practice that early-career creatives in the region experience. Our current programme aims to connect geographic regions, in the visual arts sector.

Do you think arts-based subjects are not valued as equal to academic subjects in education? Funding to higher education arts courses has just been slashed by 50%. That’s a pretty clear stance by our government on their perceived ‘value’ of the arts based subjects.

What piece of advice would you give to a creative about to enter a career in industry? Talk to people who have established a career in the industry.

3 * INDUSTRY NETWORKING

Through the idea development process of my FMP concept Fuse, I found the project No Jobs In The Arts on Instagram who are dedicated to helping graduates and those early on their creative career. Not only is this relevant to the rationale of my FMP concept, but also as someone about to enter a career in this industry, I was enthusiastic to ask them about what they specifically do to aid career development and how they hope to expand this project .

SIMON YUEN *

How would you summarise your current position and responsibilities? Currently I am a cohort at Falmouth Launchpad and my responsibility is to create a viable start-up company in Cornwall. Before I was in fashion industry for +15 years responsible on brand management, retail, and merchandising.

What three skills have you found to be the most essential throughout your experience in the industry?

They will stand out if the judge finds his/her work and personality could fit the culture of the team.

Numbers, People and Excel

How did you get to where you are now?

How can someone stand out amongst the competition?

Work hard and network with the right people. Keep your eyes open on opportunities and not afraid to make mistakes.

In what ways do you think the industry has changed as a result of the pandemic? More conscious on cost, more aggressive on sales, less patient on employees.

What advice would you give to someone who is about to enter the industry? Be open-minded and humble to learn new things. Don’t take yourself too seriously.

3 * INDUSTRY NETWORKING

Simon has vast experience within the fashion industry, specifically in luxury retail having worked with major brands like Tom Ford, Mason Margiela and Chloé. He has progressed in his career by obtaining various positions as a buyer, merchandising manager and brand manager. I was first introduced to Simon in person as he talked through his career and offered advice about the job application process. Motived by Simon’s professional advice, I connected with Simon on LinkedIn and asked if he was interested in answering further questions about what he looks for in a candidate as I am optimistic to work for large brands like he has been able to.

CHRIS SANDERS *

Firstly, how would you summarise your current position in terms of your key responsibilities and tasks? I’m currently the creative director at Studio Native and the founder of Rightaligned Events so my responsibilities are varied. In my role as a creative director I work closely with clients to understand the needs of their business. Depending on the scale of the project this will include many variables such as brand strategy and identity development. As the founder of Rightaligned Events I organise a weekly events programme that’s been designed to empower the like–minded. I proactively address topics in design including mental health and burn–out because I believe it’s essential for established creatives to share their experiences to help shape young peoples future.

What are three skills you have found to be essential throughout your experience in industry? I think design is about who you are and not what the industry wants you to be, so for me it’s all about personality, passion and honesty.

How did you get to where you are now? Damn hard work. I skipped university for a career in design. In my first job I filled printers day in, day out. It was demoralising and exhausting but it lead to a junior role. After 15 years I became a senior and hated it. I wanted to be a junior again. I decided to go solo and start my own business/agency. It failed a few times until I discovered what it was I was good at. That process took me 22 years and I’m just getting going!

What was your experience in finding a job in the creative industry post-education? Easy! That’s because I was so naive. If I’d been to university I think my expectations would have been much higher based on what I’d been taught.

What do you look for in a job candidate and how can they set themselves apart from the competition? Whether it’s a candidate, collaborator, partner or supplier, I want to see personality, individuality and passion. I am infinitely more interested in people that show emotion in their work. I’d prefer to be surrounded by a few that give a shit about what they create instead of hundreds that design for likes, followers and attention.

Chris has had an extensive career in the creative industry, established and been at the forefront of many projects and businesses. He is currently both the creative director of creative studio Studio Native and the founder of pandemic-founded business Rightaligned Events. I felt inspired to draw from Chris’s wealth of knowledge and understanding of what it takes to succeed within the industry, appreciating that it is invaluable to make mistakes as they ultimately improve your professional development.

How do you think the industry has changed as a result of the pandemic? From within the industry I think it’s made everyone aware that there’s talent everywhere. Huge brands are now collaborating with people working in their bedroom. Big agencies are scaling back and hiring in niche, remote freelancers. The appreciation for strategists, copywriters and previously lesser recognised roles has increased. Clients now accept that working from home isn’t a disadvantage and instead of travelling hours to a meeting we join a video call and streamline our services. The big downside is our physical and mental health due to isolation and restrictions. I’ve experienced extreme burn–out, substance addiction and imposter syndrome since Covid took hold. Something I’ve never faced before.

ted I star still . t i r o I “Go f plan and a ut . It’s a witho have one s you don’t hat allow p and et spac pt, develo you a e to ad . Let it tak Don’t . h s p mor want y the t i r e jo ev wher hink it. En t over ride.”

What advice would you give to someone starting out a career in the creative industry? Go for it. I started without a plan and I still don’t have one. It’s a space that allows you to adapt, develop and morph. Let it take you wherever it wants. Don’t over think it. Enjoy the ride.

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INTERVIEW ANALYSIS

I have found the process of networking invaluable in preparing my approach of how to conduct and present my professional identity to employers. In speaking to individuals in various creative job positions and levels, I have been able to gain a comprehensive insight into what employers are seeking in a viable candidate. By researching the interviewee prior to asking them about their views, I was able to tailor the questions to be able to acquire the most personal insight and value from the process. Through the answers that I received, I was able to reflect on my own skills set to identify where I could improve to ensure that I am the most prepared for the job application process. These skills are also ones that I can aim to highlight through my CV writing. Advice confirmed that it is crucial to have strong communication skills as someone entering a career in industry and show willingness to learn by asking a lot of questions in any new position. Moreover, by ensuring that I make a great first impression and show a consistent work ethic and diligence in every project and role I undertake. In correlation with communication skills, I recognised that each participant mentioned the benefits of networking and connecting with as many people as you can in industry. By presenting yourself confidently and professionally, there is chance that this could lead to a prospective opportunity in an employment capacity. I can also now appreciate and consider that I should not be selective about any experience I am offered and be prepared to pursue as many opportunities as possible as everything is a learning curve and demonstrates value on your CV by obtaining transferable skills By forming professional relationships and making a good impression with these interview participants, I now feel that I would be able to seek advice about my FMP or opportunities within their companies if they became available.

PROFESSIO IDENTITY * A development of self-branding to aid in creating promotional material that forms a professional persona

ONAL

SELFBRANDING “It’s critical to craft your personal brand strategically and build one that helps advance your career and your life. When done effectively, a strong personal brand leads to new opportunities and connections that can change your life.” - Botticello, 2021

This chapter is dedicated to the development of self-branding with the aim of creating a professional identity. The following section explores the crafting of a signature graphic style that is consistent across various promotional materials including social media, a portfolio website, CV and business cards that aims to stand out to employees by effectively advocating a professional offering. Upon reading the book Brilliant Employability Skills: How to Stand Out from the Crowd in the Graduate Job Market, it is emphasised that “Developing your I Brand is not an option: it’s a prerequisite for success!” (Trought, 2011). The creation of my creative identity adheres to the rationale that “The concept of “personal branding” has become an integral aspect of corporate culture today, referring to an employee’s ability to set themselves apart through verbal, written and behavioural presentation from their competition” (BoF, 2019).

The process of constructing my personal brand required reflection on how I could communicate my personality as well as demonstrated my set of skills, including my design capabilities. After two years of study in preparation for entering the industry in a professional capacity, I am better able to identify my strengths, thus the career I would love to pursue the most. By doing so, I could then ultimately translate myself into a brand that encompasses the proficiencies I want to showcase to employers. With little graphic design knowledge when beginning this degree, I have since developed a signature style that I feel is a representation of my professional personality where I am able to distinguish myself from the competition. In the creation of the multiple assets that contributed to my personal brand, I further enhanced my technical and creative abilities in website design and video editing which becomes additional evidence of my skills set that strengthens my opportunities in obtaining a job within the creative industry.

4 * PROFESSIONAL IDENTITY

OPEN SAUCE ONE BLACK OPEN SAUCE ONE EXTRABOLD OPEN SAUCE ONE SEMIBOLD OPEN SAUCE ONE MEDIUM

EXPLORE! TIEGAN WAY FASHION MARKETER TIEGAN WAY BRANDING PACK

When tasked with designing the visual element of my personal brand, I set up my professional Instagram account with the intention of following creative agencies, brands, fashion and graphic design accounts to be an inspiring space that enhances my graphic design skills that I can then showcase through my personal brand. Over the course of the summer, I frequently utilised platforms like Pinterest and Behance to explore approaches to personal branding to then inspire my own. I found that I identified the most with a simple but bold style. An account I looked to for inspiration was Tim Semple Studio’s account who is dedicated to showing brand identity, predominantly personal brands. I found that in each of this accounts’ projects, a consistent pack of assets were utilised across the various outfits which made the individual instantly recognisable and essentially established a brand. For my brand to be effective, I adhered to the advice from BoF’s Build Your Dream Career course expert Musa Tariq, when creating a personal identity, that “The critical thing here is consistency because that then builds into your reputation.” (2018). As can be seen throughout this self-reflective report, to achieve this, I designed a brand pack of visual identifiers that I could consistently use across my promotional materials including a colour palette, fonts, a logo and shapes.

The first stage in creating my visuals was selecting a colour palette. I felt that colour was crucial in making a first impression and was my chance to stand out, hence I opted for a selection of 5 bright hues that evoked a fun, bold and a vivid personality. The utilisation of a wide range of colours rather than 2 or 3 felt balanced with the choice of a simple font. However, I selected two main colours of yellow and pink to create a strong signature identity with three additional colours to compliment a clean graphic style. I employed a variation in style of just one font which I felt was easily readable with the aim of effectively communicating to an employer. The Open Sauce One font is also utilised within my logo to create cohesion. I opted to use my initials for my font as I felt the two letters visually effective and established intrigue. According to an article by Medium about personal branding for creatives, it is considered that “Just like a business, you need to give people something to recognize” (Wayne, 2020). While the overall look of my logo feels very simple, the addition of the asterisk to the initials adds a unique identifier that effectively communicates my brand.

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4 * PROFESSIONAL IDENTITY

BRAND ME CRITIQUE

Having studied academic based subjects prior to undertaking a creative degree, I was unfamiliar with the concept of creating a personal brand, with complimentary promotional materials to provide employers, that aligned with this. Whilst the prospect of being able to visually present my work and produce outputs that would be an expectation in the industry I am planning to enter would be invaluable, I still felt apprehensive when tasked with branding myself. During the time that I generated the various materials, I was less confident on what my own brand was and how to effectively visually communicate my value and personality to employers, which can be reflected in the contrast between what I produced in the second year Brand Me module, to now. I was particularly pleased with my written communication which can be shown across each element of the project including the mock cover letter I created for the TJX Europe brand as a marketing assistant. However, I have since enhanced my knowledge in both design and theory of fashion marketing which has enabled me to effectively consider my professional identity and improve upon the personal brand I created in the project one year ago.

VIDEO

Prior to the Brand Me module, I had a standard monochrome CV that was effective in aiding me in gaining previous work experience. However, to approach the application of more creative roles, a corresponding CV was required to demonstrate my capabilities. This was the first time I had ever explored the concept and value of a creative CV. From an employer perspective, I personally found this a much more interesting and easily digestible document of personal information that was able to communicate my personality. However, I do not think the one I produced then would currently be true to my professional identity that has since evolved. Additionally, in hindsight, this CV also encompassed too much text for its purpose.

When researching what was required for some job applications within the industry, I first became aware that the concept of a CV video was something that employers would request in creative roles. With very little technical experience in editing and creating videos using Adobe software, having to create one was something unfamiliar and thus intimidating to me. Whilst producing the video for the Brand Me module strengthened my knowledge and skill in video-editing software, I do not think the video I made would reflect my current technical skills level and design capabilities. However, I still like the style of the video in effectively presenting my personality to employers, but elements like brand colours are inconsistent in comparison with my other materials which is important.

PORTFOLIO Having only taken academic subjects at A-Level, I had no creative work necessary to produce a portfolio. Therefore, I had no knowledge of the format required to showcase my work effectively. On reflection of the portfolio I produced as a part of Brand Me, I would approach the creation very differently now to how I did then. Whilst the selection of work aligns well with the job role and skills I focused on during this module, the layout of it does not highlight my technical skills and take advantage of further demonstrating my creativity. The portfolio also felt crammed with too much information which ultimately took away from the visuals speaking for themselves. I now realise that the description of the piece of work should be brief and act as a conversation starter, whilst the visuals are the main element.

WEBSITE * DESIGN *

M OP OB TIM ILE IZE D

4 * PROFESSIONAL IDENTITY

“A website can say a lot about who you are as a creative. More than any other medium, web design and coding offers flexibility, diversity and variety; the possibilities really are endless.” - It’s Nice That , 2019

The prospect of creating a website was something that initially I was apprehensive about, having not had any experience in doing so prior. However, opting to use Wix to design the site made the process much simpler than anticipated as its user-friendly website builder enabled me the freedom to create a space that encompassed my brand identity and strengthened my professionalism. The branding across the website is all visually cohesive by utilising the branding pack I designed that is instantly recognisable in all of the promotional materials I created. This included uploading the exact font package that I could use across all of my branding as well as the precise colours to ensure optimal consistency and thus professionalism. By doing so, this would reflect my understanding of branding, something integral to the industry I am entering. According to Calvin Pausania “on your website everything aligns and you can feel what the person is doing” (2019) which I believe my final design encapsulates as a space that highlights my work, an outline of my CV and links to my social accounts and ultimately the professional identity I strive to communicate. Whilst I initially experimented with the website templates already available on Wix, I decided to customise an entirely new website to give me the freedom to make it as personally branded as possible. As my branding design is generally quite simple, I created a GIF from my logo where the asterisk continuously rotates which is always visible at the top of the page. When considering the navigation of my website, I wanted to create something that was engaging, hence I used an entrance page where the ‘EXPLORE!’ button has to be clicked by the user to then be taken to my portfolio. While the entrance page is relatively simple in including the GIF of my logo and a button, it instantly create intrigue into what is ahead, the impact that I intend for my branding to have as soon as an employer looks at any of my self-branded materials.

To ensure the branding of my professional identity is consistent across the entire website, I re-designed portfolio covers that align with the visuals of my brand to ensure that every element of my site was cohesive and can be identified as my own. The different portfolio covers can then be selected which takes the user to a page dedicated to exploring the corresponding project with a short descriptor and gallery of images that summarise the piece of work. An example of where I Intended to make my site as interactive as possible, was where I added a button to the Futurecast 2051 report that has been digitally published which I did not want to include on the site so as to serve its purpose of being an abbreviated version of the work. The website can be navigated using the menu located at the top of the page, which includes an ‘About Me’ section that provides an introductory statement of who I am and a short video that compliments this. Additionally, I extracted key information from my CV about my skills, experience and education to provide a ‘Profile’ section on the site for a potential employer to view. I also dedicated a page on my website to my contact information which includes a box which a person can fill out with any queries to directly reach me. The digital zine I created is also accessible through a page that provides a link that takes the user to the digital publication. When designing my website, I was conscious of the fact that it would also be viewed on a mobile device as the link to the site could easily be interacted with at the top of my Instagram account. Therefore, I additionally designed the site through the view of the mobile to ensure that the user would have the same experience regardless of the device that they used.

SOCIAL PRESENCE “Means and methods through which an individual can differentiate themselves varies from establishing strong professional personality traits, which can be as simple as conducting yourself in a confident manner or demonstrating strong written skills, to the curation of personal social media accounts, with platforms like LinkedIn and Instagram which are often used by recruiters today as primary background resources” - BoF , 2019

Creating a professional Instagram account was something I had the intention of setting up in my final year on university once I had accumulated a portfolio of work that I could use as content. However, in hindsight I think setting up an account in first year would of been efficient to document my professional development and start advancing my network as early as possible. I set up my account over this summer in preparation to start posting content that aligned with my professional identity and brand that I was in the process of developing.

When creating the content for my account, I wanted to make each post visually cohesive with my brand in order to attract followers with the look of professionalism. To do this, I created mock ups of my projects utilising colours from my branding pack. Moreover, in order to make my posts varied and appealing, I alternated between using carousels, single images and short video content. According to one blog post “video content typically performs best with

most algorithms, based on the fact it captures a viewer’s attention for longer” (Warren, 2021). I also took advantage of the business profile feature in order to analyse the insights of my posts so that I can understand the type of content that is successful in engaging existing and new followers. One of the predominant aims of my Instagram is to increase my creative network so posting on a regular basis is something that I must do in order to be consistent and continually increase my followers. I decided to stick to a regular posting schedule of once a week, which as I got busier with my workload, found difficult to maintain. However, I have since begun planning out content in advance so that I can more easily maintain this consistency. I intend to utilise my Instagram for my Final Major Project by posting the journey of the project as well as gaining feedback throughout it from other creatives to inform the direction of development.

4 * PROFESSIONAL IDENTITY

I initially set up my LinkedIn profile in second year, however rarely used it in not realising its potential to aid in establishing my industry presence and network with other creatives who have attained industry experience. Until recently, my profile remained relatively empty with no about section, profile image or skills listed. However, since creating a professional identity, I then branded my profile to be consistent with my self-branding to ensure I was instantly recognisable across other platforms as well. I also updated my employment history to demonstrate my experience and skills to any future employers that may view my profile. I had previously never sought out to actively expand my network on LinkedIn until I took the time to understand how invaluable making connections was. As I have begun to look at potential job opportunities available after graduation, I have looked at various profiles on the platform to investigate the previous experience people have had that has lead them to where they are now. LinkedIn also enables you to message people after connecting with them which I have been able to utilise in order to approach individuals whose careers align with my own aspirations and seeking advice about their industry experience. As a result, I have steadily begun to increase my connections on LinkedIn and intend to keep doing so as I am finding it to be increasingly beneficial as I begin to consider the direction of my career. Whilst I am regularly interacting and engaging with content on my feed that is relevant to the industry, I intend to start posting my own content on a regular basis in order to demonstrate my keen interest and understanding of key issues within the creative realm, This will in turn aid in building my network and strengthening my connections with professionals.

BUSINESS CARDS My business card design is visually cohesive with the professional identity I have established across my promotional materials. The design is very minimalist in line with my brand with two cover designs with variations of my logo and a side with my key contact information on. The coloured square design is also used as an animation in video content on my social media and CV video to become an instantly recognisable branded visual. Whilst the design is relatively simple, the fact that it is consistent with my self-branding establishes professionalism.

As I have never made a personal business card before, I was initially interested in reading whether they are still considered valuable in an predominantly digital society. According to a Medium article I read, “digital business cards will emerge as the leader in global contact exchange” (2020). which has been catalysed as result of COVID. In consciousness of this, I embedded digital versions of my business card designs on the contact page of my website which the user is able to move around the page to increase more interactive elements. However, I think that there is still a value in having tangible versions of these cards for physical networking events as it demonstrates professionalism and can lead to digital connections.

4 * PROFESSIONAL IDENTITY

THE DOTS

I first became aware of The Dots when exploring the jobs market as a part of the Brand Me module in second year. However, in establishing my industry presence as a part of the professional strategies module, I knew it was essential to create a profile on The Dots as it is considered a network for creatives. The platform describes itself as “a community of no-collar professionals, including creators, entrepreneurs, freelancers and teams...[with] a vast source of inspiration for work from across the creative industries”. Whilst the platform is invaluable in enabling me to investigate job positions within the realm of marketing, I can simultaneously use it as networking tool to connect with other creatives.

Unlike Linkedin, I am also able to use The Dots to share individual projects and essentially create a portfolio. In doing so, I was able to get appraisal and feedback from other creative disciplines on the platform which I found to be very validating. I typically use Pinterest, Behance and Instagram on a daily basis to gain creative inspiration that will allow me continuously evolve my graphic design capabilities which I find rewarding. On The Dots, I am additionally able to discover projects that people have worked on with brands that I aspire to be employed by. This is constructive in allowing me to understand what skills I may need to demonstrate for particular roles and thus how I can improve to enhance my employability when applying for prospective jobs.

“If you get it right a video CV can display your personality and demonstrate your creativity, passion and drive. It could also make you stand out in the competitive application process.” - Prospects, 2021

VIDEO DESIGN PLAN: * Typography animation of logo * Fashion Marketer @ Falmouth University * Personal skills (e.g. solution-oriented, driven) * Technical skills (e.g. Adobe CC, Microsoft) * Focus on Adobe * Short clip series dedicated to vocational skills with examples of specific projects * Outro clip displaying contact details and link to website

4 * PROFESSIONAL IDENTITY

I would not consider video production as one of my proficiencies, however it is a skill that I have been keen to develop to expand the creative mediums I am able to generate. According to HubSpot (2017), more than 50% of consumers rank video as the form of content they most want to see from brands so is an skill to list on my CV when entering a marketing role. Whilst the main video project I wanted to produce to encapsulate my professional identity, I also used my developing knowledge in Adobe Premiere Pro to create short animations that I could use as a part of social media and website content to increase engagement and generate eye-catching visuals that aligned with the fun and creative personality I aimed to emulate via my communications. The concept of a video CV was entirely new to me when tasked with creating one as a part of the Brand Me module in second year however, I was still happy with the final video I produced as I felt it was a good reflection of my skills set then, however I do not think it would effectively express my contemporary professional identity.

The video was limited to no longer than one minute which meant it had to inform the viewer effectively of my offering to a prospective job role in a short period of time. Therefore, I started out by breaking down the video into 5 second increments to simplify the production process and ensuring that I included as much information as possible that would enable the viewer to have a clear understanding of my identity. In line with my self-branding and similar to the video I had previously produced, the video style and design was focused on typography and graphics rather than self-recorded footage. To ensure that the video was visually cohesive with my self-branding, both the fonts and colours were the same so that the video CV would be recognised as a part of my brand and seamlessly blend into my website. Overall, I am very pleased with how the video turned out considering my lack of confidence utilising Premiere Pro and feel that it has helped me develop my knowledge and experience with video editing software, which is something I could additionally add as a skill to my CV.

TW* ZINE Prior to pursuing a creative degree, I had never created a portfolio before, hence the one I produced as a part of the Brand Me module in second year I feel no longer reflects my personality or is effective in communicating my best work. One piece of feedback I received from the portfolio I had previously produced was that the balance of text to imagery could be improved to enhance the document. Moreover, I should also not be afraid to utilise more pages and spread out the imagery rather than cram it into a double page spread so that the pages were more visually pleasing and were a further addition to reflect my graphic design capabilities. I adopted this advice when approaching creating a new portfolio that reflects my professional brand identity and displays a curation of projects that exhibits my proficiencies that are relevant to the aspects of the types of job roles I want to pursue. I decided to create a digital zine that I could digitally publish and have accessible through my website. The final design of the zine is graphically conscious of my brand and effectively communicates my professional identity as a cohesive document that I could submit in a job application to summarise my best work. Over the summer, I discovered the TikTok account Flo., who talked about the value of presenting a physical portfolio in a job interview as it demonstrates a commitment to your own brand and gives the employer something tangible for them to look at and provides a talking point for your work. As a result, I felt that I wanted to produce something that has the potential to be a material promotional piece that I could take to an in person interview that encapsulates my skills that are relevant to the position I am applying to. The zine I have created can be edited and updated when necessary to reflect my current work and skills due to its digital nature and be tailored to the requirement for specific roles.

4 * PROFESSIONAL IDENTITY

TIEGAN WAY FASHION MARKETER

PROFILE I am a final year fashion marketing student with a well-rounded knowledge in a range of branding and marketing practices. I have applied this in a business context across various projects in order to produce professional and creative outputs fit for a commercial purpose. I am eager to further hone my skills and expertise through the opportunity to gain experience within the fashion industry.

EXPERIENCE M&S, Work Experience Placement July 2017 * Assisting the store visual merchandising team across different departments, learning about the key roles and responsibilities * Created a proposal for management on how to attract a younger target market in employment

07889868429 8 Lorris Drive Teignmouth TQ14 9JE

EDUCATION Teignmouth Community School 2011-2016 11 GCSEs: A*-B Teignmouth Sixth Form 2016-2018 3 A Levels: English Literature, Geography , Law

SOCIAL

Extended Project Qualification: Study investigating the impact of social technologies on fashion consumption Falmouth University 2019-present BA Fashion Marketing

SKILLS

@tieganway

Vocational

Personal

@tiegan.marketing

* * * * * *

PORTFOLIO https:// tieganway.wixsite.com/ twmarketing

Social media content Marketing strategy Visual merchandising Forecasting Event planning and PR Journalism and publication

Technical * * *

*References available on request

M&S, Customer Assistant November 2018 - January 2019 * Knowledgeable in brand values, current products and promotion to effectively assist with customer enquiries during their busiest annual period

CONTACT tieganway@gmail.com

Coasters Cafe, Cafe Assistant March 2017- September 2021 * Working in a fast-paced environment driven by customer demand * Utilising initiative to contribute to a team effort * Effective communication with customers that represent the business values

Adobe CC Software - InDesign, Photoshop, Illustrator, Premiere Pro and XD Microsoft Office Suite - Word, Powerpoint and Excel WGSN, Mintel, LSN Global and Edited data analysis

Excellent communicator Collaborator Solution oriented Diligent Time management Enthusiastic to learn and develop

4 * PROFESSIONAL IDENTITY

“Escape the standardisation of the typical CV — dare to be personal and revealing!”

CV DESIGN

- Friedli and Larsen, 2018

In comparison to the second year ‘Brand Me’ module, I am now very confident and certain in my brand and the corresponding visuals that represent it. Therefore, redesigning my CV was a simpler task. I decided to use the two main colours of yellow and pink that are also used within my logo as the design for my CV. Whilst I was happy with the content I included within my previous design, one piece of feedback I received during that module which I agreed with, was that the information could be condensed even more to be as digestible as possible. A piece of advice that encapsulates my approach to reformulating my CV is that “A good CV should be no longer than one page – simple and straight to the point. In the creative industry a good portfolio can speak for itself so it’s good to keep the CV with just the key information. That way, your potential employer can spend more time looking into your portfolio rather than reading a CV” (Pelizer, 2018). In conforming to this Pelizer’s viewpoint, I have been conscious of the fact that both my portfolio, website and social media will further reflect my skills set whilst a CV is simply for an employer to gauge the key information about my experience, skills and education. I have essentially provided a précis of the profile that is more detailed on my website.

Whilst I considered putting a downloadable PDF of my CV on my website, I instead opted to break down this information onto separate pages which made more sense visually. Alternatively, I decided to put a request my CV button on the website for prospective employers to ask for in order to access information like my phone number and address that I did not want displayed on my website. I included my experience, education and skills on my profile page which is laid out similarly to the way it appears on my CV and made my contact information such as my social media into GIFs of the phone display to make my website more interactive. The icons I used on my CV are also part of my branding pack and used at the top and bottom of my website.

4 * PROFESSIONAL IDENTITY

PROFESSIONAL IDENTITY SUMMARY

The creation of my professional identity has been very rewarding and the process has enabled me to feel confident in who I am as a creative in the beginning stages of their career. Thus, this makes me feel optimistic in presenting my offering as an aspiring professional within industry. The self-branding I have established effectively communicates my personality and my marketing and graphic design skills to create an impression on prospective employers. To further establish my presence within industry and expand my network, I will continue to make use of my Instagram and LinkedIn accounts by regularly posting content and engaging with online material that demonstrates my passion for all things fashion and creative.

FI M PR

An explo align with ambition 77

INAL MAJOR ROJECT

oration of potential FMP concepts that h personal interests and professional ns 78

IDEA GENERATION “Creativity thrives on curiosity. Our ability to wonder, to dig into something and search for answers, ignites our creativity and fuels our innovative thoughts.” - Patel, 2018 The Final Major Project is a piece of work that is a culmination of the knowledge, skills and interests that years of study has lead to. The long-term project is also indicative of a large proportion of the final degree mark and should be created with the objective of producing a showcase portfolio piece that will aid in entering a chosen career. Towards the end of second year, I had time to reflect on the elements of the course I have enjoyed and thrived at the most in order to assist in the idea generation process of concepts for FMP. I was able to take my time in exploring and researching in-depth what elements I find to be the most intriguing in industry. By defining my central interests to my subjects field, I created visual outputs of my initial ideas in the format of Instagram stories which I could then gain feedback on to spark further development of what these concepts could entail as a project. According to an article I read by Entrepreneur adopting a design thinking process to approach creative problem-solving is starts off with empathy and acknowledging the needs and desires of the end-user in order to come up with “effective solutions” (Patel, 2018) and ultimately having an open mind initially so as not to restrict the development of my ideas. With this in mind, my initial concepts were very abstract with considerable scope for development in order to receive input from my peers and academic tutors.

My initial concept was creating something in the realm of digital/ virtual fashion as it is a relatively new innovation that I have seen rapidly growing in the industry, especially over the pandemic, which piqued my interested recently. The concept of immaterial fashion product is something that I was also extensively as the subject of my dissertation so would be something I was already well-researched and knowledgeable on when it came to the research and development stage of my FMP. However, during my initial concept development, I was not sure in what specific way I could frame this concept in a project with commercial outputs. My second concept idea was stimulated from a problem that I had found arose over the period of lockdown. Networking with my creative peers in order to enhance my skills set and portfolio was something I felt was hindered as a result of reduced social interaction in a physical academic environment that was induced by the pandemic. Accordingly, this sparked the idea that perhaps there is a gap in the market for creating a digital platform dedicated to national creative students to connect, network and collaborate despite pandemic restrictions and build an online community. My final concept also has roots in digital fashion and the notion of consuming responsibly, an issue that has arisen in importance in the industry over the pandemic .Upon further research of the notion of digital wardrobes, I considered that there is rising competition, so I knew that identifying a USP would be the next stage in the development of this concept.

“SUDDENLY THOSE HARNESSES ARE RELEASED AND YOU CAN BEGIN TO GO BEYOND WHAT ANYONE HAS EVER SEEN BEFORE”

THE FUTURE

CONCEPT 2 CONCEPT 3

CONTENt

ON SCREEN ONLY

CONCEPT 1

5 * FINAL MAJOR PROJECT

H&M x VIParty Winter 2019 Partywear Collection Marketing Communications Plan

SHARE C O L L A B O R AT E INSPIRE

I produced a marketing communications plan which proposed the strategy and tactics that the H&M brand could employ for their Winter 2019 Partywear Collection. To devise an effective campaign that builds on the customer perception of the renowned fashion brand, I conducted a situational analysis to establish the current brand activity. This was informed by their previous campaigns and current customer communication approach, accounting for H&M’s paid, earned and owned media. Research identifying competitor activity and trends within the brand’s market was a key aspect in providing an insightful recommendation for a cohesive customerfacing communication plan. Creating the document involved planning, buying and activating the H&M x VIParty campaign, adhering to a set marketing budget. Tactics for the selected strategy in the promotional mix were proposed which I then detailed on a timeline in order to provide employees considering the plan, a clear insight as to how the campaign period would look. The communication plan makes a case for the proposed campaign activity mapping out the cost of the individual paid media and the resulting return of investment that aids in achieving specific aims and objectives influenced by the analysis of previous brand activity and market trends. Having the goals in mind, ultimately provided rationale for the plan and favoured enhancing the reputation of the H&M brand in the customer’s perception.

FA S H I O N ACADEMICS UNITE

BUILD YOUR INDUSTRY PRESENCE

I T ’ S A M ATC H !

T H E V I RT U A L C LO S E T ! DO YOU EVEN KNOW YOUR OWN WARDOBE?

S H O P YO U R O W N WA R D R O B E ( M AY B E E V E N YO U R F R I E N D S ’ TO O )

FMP CONCEPT

5 * FINAL MAJOR PROJECT

WHAT? My first concept suggests a platform called ‘Fuse’ which is dedicated to UK arts subjects students to share their work, connect and collaborate with fellow creatives. This digital platform would be accessible to students studying in the arts across national universities to enhance their creative network and highlight industry talent. The premise of this idea formed from a personal struggle that I found from speaking to peers was shared. As the pandemic has affected every year of academic study, it has consequently impacted my ability to form connections and collaborative partners across the multiple disciplines which was key pull factor of attending a creative university. Additionally, I and many others acknowledged lockdown as a valuable opportunity to pursue creative endeavours but felt hindered without having formed relationships with other creatives.

WHY? This idea was prompted by the frustrating national political landscape around the stance on arts-based subjects. In 2020, the government proposed to cut funding to these subjects at higher education level by 50%. Therefore, to stand up against this statistic I considered that an online community would be a way to unite this community.

“This is an attack on the future of UK arts, the creative potential of the next generation” - Zahawi, 2021

Look and Feel When considering the branding and aesthetic of the platform, I knew it was essential to appeal to the Gen Z creative so I decided that using a range of colours, similar to my self-branding, would be fun and ultimately inspire creativity which is the basic objective of the platform. The current branding and short impactful name Fuse is still in the experimental process but is able to communicate the target audience that the concept is aimed at.

OUTPUTS AND SKILLS • • • • •

Branding Pack App Demonstration (Adobe XD) Website Design Social Media presence Marketing strategy/ plan to launch platform

The notion that lockdown has restricted creative pursuits was supported in a Financial Times article I found when researching around this concept; according to creative director at creative agency Color, Goral recognised that “Among the many business fears that Covid brought on, the concept of needing to isolate our creative energy was one of the scariest” (Coral, 2021). The premise of Fuse aims to provide a solution to igniting creative spark amongst art students through the digital realm and aid building industry presence through networking and resultant portfolio development.

5 * FINAL MAJOR PROJECT USP

FEEDBACK

•

Establishing how the concept of collaboration would function - will there be a chat space or will Fuse aid in creating communications outside of the platform?

•

As another output and element to the concept, a monthly/quarterly digital/ physical magazine featuring some of the most celebrated work could be created

The proposal for Fuse was received with enthusiasm from both my academic tutors and course peers, especially as it is something that would be of personal relevance. The rationale behind the concept was something that I was told was communicated confidently as the rationale behind the idea stemmed from a personal academic struggle that I was keen to find a solution for. As a result of the confidence and belief I felt about Fuse, the rationale was well understood and identified with the pitchees. As creatives in education, they were familiar with platforms that had a similar premise of showcasing work so reinforced the importance of ensuring that Fuse has a clear USP and differentiated from competitors such as Arts Thread and D&AD . Additionally, the suggestion of creating a magazine was also considered to be a good idea that aligns effectively with the aim of promoting creative work. In terms of communication, it was also mentioned that I consider how the platform would be received by those who are not necessarily in the arts community but would still find the platform something interesting to follow. A great suggestion was also advocated with respect to the positioning of the Fuse where it could directly be interacted with via university platforms to encourage participation and raise awareness amongst the desired target market.

•

Consider whether there is a more befitting name for the platform

DEVELOPMENT

isting are ex There at rms th platfo icated to to d are de g creatives k r in o l b w ir ena se the be a c w sho uld se wo K but Fu e to the U iv s c u l bje t exc ed su s a b s art unity comm

PROGRESSION The next steps in developing this idea would be:

•

Generate primary research from creative students to gauge interest and what they would want from the platform for it to be beneficial

•

Connect with students from different creative disciplines to display their work within Fuse to demonstrate the interdiscipline platform

•

Consider resources, skills and corresponding budget required to produce outputs

FMP CONCEPT

5 * FINAL MAJOR PROJECT

“ASOS is an early adopter of new technologies, anticipating consumer trends and pivoting its model to adapt” - The Telegraph, 2017

WHAT? My second concept was inspired by my fascination with the technological concept of digital fashion. This is something I have recently researched in depth to inform my dissertation that begs the questions “Is digital fashion the future of sustainable consumption?”. As a result, I have become aware of the multiple pioneers in this emerging realm of fashion and wanted to incorporate this into an FMP concept. The proposed concept puts ASOS as the latest brand to embrace the metaverse where the online retailer’s newest venture is a digital clothing collection. While the digital collection is the core of this concept, additionally incorporating a virtual shopping space into the ASOS brand to align with the digitalised retail landscape that has catalysed in light of the pandemic. In terms of concept, ASOS x Digital Fashion was my least defined idea, so was open to change in the direction of its development at this stage.

WHY? The production of a virtualized version of a fashion garment is considered to emit 97% less CO2 than its physical equivalent and so is emerging in industry as a solution to the overconsumption of fast fashion garments that leave a detrimental mark on the environment. Digital fashion is a response to the role of social media in exacerbating fashion consumption, with 17% of 1925 year olds won’t re-wear an outfit once they have documented it on Instagram (Hubbub, 2017). ASOS is considered to have its finger on the pulse of technological and fashion trends and with a strong social media presence its adoption of the concept of digital fashion is congruous with the companies ethos and positioning. With many brands like Tommy Hilfiger and Ralph Lauren creating virtual retail spaces as a result of lockdowns inhibiting access to their physical stores, ASOS’s solely online existence could excite their customers by launching a virtual store to shop their products alongside the launch of a digital collection of garments.

5 * FINAL MAJOR PROJECT LOOK AND FEEL As this project would involve a re-strategy of an existing brand, a consideration of their visuals is integral to informing the aesthetic decisions for the concept. ASOS is trendy and playful in correspondence with their youthful target market. This gave me scope to utilise a fun graphical style when mocking up possible demonstrations of how the concept will look. The decision to merge digital fashion with ASOS was sparked by the brand name acronym, ‘As Seen On Screen’. The play on this as ‘only’ existing on screen creates intrigue into this new technologically-forward concept that aligns with intensifying discussions around the metaverse. With this in mind, I opted for very futuristic and cyber style graphics to align with the concept premise and target market.

OUTPUTS

PROGRESSION

• • • •

• • •

Branding Pack Marketing strategy/plan App demonstration (Adobe XD) Mock-up of virtual shopping space (Blender)

Collection and/or virtual space Separate to main ASOS site Collaboration with fashion designers to create digital garments

FEEDBACK The uncertainty I personally had in pursuing this concept as my chosen FMP idea was also reflected in the response to my presentation of it. Whilst the idea was still considered valuable and could be visualised working well with the ASOS brand, the feedback I instantly received was that my other two concepts were stronger. Moreover, the feedback all agreed that the concept might not have the longevity to produce as long-term of a project required. I already considered this concept to be limiting in the skills I could showcase and the clarity I had in its development which my academic tutors picked up on. However, I am still pleased with the initial visuals I produced for this concept and still feel that they could be incorporated within my portfolio as experimental pieces of work.

FMP CONCEPT

5 * FINAL MAJOR PROJECT WHAT? My third concept combines the concept of a digital wardrobe and the second hand marketplace. The platform enables consumers to catalogue their wardrobe with the aim of making it easily accessible to sell on the second-hand marketplace and participate in the circular economy. While the basic feature of the app allows for the user to catalogue their personal clothing items in order keep track of what they already possess and maximise its utilisation, it will also enable the user to easily put these items onto second-hand marketplaces like E-Bay, Vinted and Depop. Another feature of the Circular Closet is that in connection with these second-hand platforms, it will be able to suggest secondhand items to go with items you already own, encouraging the user to not buy new items.

WHY? The concept of a digital wardrobe was something I became aware of when researching about digital fashion. As aptly summarised by Mark A Cohen ‘We are all accumulating mountains of things [and we’ve] become a society of hoarders“ (LSN Global, 2018). However, COVID-19 has given consumers to reflect on their purchasing and created polarities in attitudes towards consumption. Despite in-store clothing retail declining, online retail experienced a record annual surge of 32% over 2020 according to the Office of National Statistics. Therefore, a rising sustainable/responsible Zeitgeist is encouraging people to turn to clothing that they already own, which is where the Circular Wardrobe offers a solution. It not only encourages users to easily keep track of what they own but encourage circular consumption which Ellen MacArthur states will “transform our throwaway economy into one where waste is eliminated, resources are circulated, and nature is regenerated”.

“The pandemic forced us to pause and reflect on many things, including our clothes, many of which have been virtually untouched (since the start of the pandemic)” - Refinery29, 2020

5 * FINAL MAJOR PROJECT

LOOK AND FEEL I chose a bright colour palette that is informed by nature’s elements of greenery, water and land in line with the sustainable attitude that the Circular Closet promotes. Additionally, I wanted the design of the platform to be quite simplistic but still vibrant and fun to encourage use of the tool and resultant participation in the circular economy - the core objective of creating the concept.

OUTPUTS • • • •

Branding Pack App demonstration (Adobe XD) Social media presence Marketing strategy/plan

PROGRESSION • • •

Collaborate with one or multiple marketplaces Assess competitors and ensure USP Gain primary research from potential users and competitors

FEEDBACK This idea was given positive praise in my feedback as conversations around sustainability, especially in the context of fashion consumption are extremely current. While some of my academic tutors said that this idea was their favourite out of the three, I personally found I was least excited about the development of this idea further as a final major project. This reduced enthusiasm was detected when receiving feedback and discussing this idea. Upon research, the market is becoming saturated with this concept so I felt less enthused about creating something which struggled in strongly differentiated from what has already been established.

FMP CONCEPT SELECTION

5 * FINAL MAJOR PROJECT

In the development of my three final major project concepts, the one I was most passionate about remained as Fuse from the beginning. This belief and excitement in taking this concept forward was also communicated and visible through my presentation. Whilst there was positive feedback around each idea, the concept of creating a platform for creative students felt the most relevant and personal to me which is why I have selected it as being my final piece of work for my degree. The concept is not entirely focused on the fashion industry and its scope reaches all disciplines in the creative industry which I feel equally expands my employability in the entire creative industry with this project as a part of my portfolio. The project will also require consulting a range of skills including marketing strategy, branding, collaboration and Adobe XD which will enhance my proficiencies that can be evidenced in my portfolio of work. Once deciding to move forward with Fuse, the feedback I received gave me many elements to consider in the development the project further and the directions I can take it which I am eager to explore as the project comes to fruition.

Depending on the outputs I choose to create as a part of the project, there may be some cost implications involved in the production process which will intend to enhance the professionalism of the final outcome. For example, I am not sure yet whether the platform will solely be an app or a website too. Whilst at this stage I have not finalised the outputs I want to create, I have considered a budget that may need to be allocated.

FUSE MAGAZINE PRINTING

GRAPHIC DESIGN

£50

£75

WEBSITE (DOMAIN) £10 per month

PROJECTED BUDGET REQUIRED: £250

PROJECT PRODUCTION COSTS 95

5 * FINAL MAJOR PROJECT

: NEXT STEPS RESEARCH I plan to conduct primary research from creative students in order to assess what they would want from such a platform in order to inform its features, purpose and positioning. I also think it would be beneficial to speak to industry professionals such as that of founder of No Jobs in the Arts who I spoke to during the networking process, as well as academics in higher education to gain further insight into how Fuse could be integrated into creative degrees to ensure national awareness. I will also need to fully investigate other similar platforms for arts students and creatives in order to establish a strong USP for Fuse.

PLANNING The scale of this project will require thorough planning with strict time frames over the period of 5 months in order to create the intended outputs by the deadline. I firstly intend to map out a prospective plan including time allotted to my research and production phases. The creation of a well-formed plan early on in the process will allow for feedback to be received and any necessary adjustments or suggestions can be added to reformulate the proposal and ultimately make an effective plan of action.

RESOURCES Using my knowledge in Adobe software and design, I intend to be responsible for the majority of the production needed in the project which significantly will reduce the budget needed to be allocated to soliciting assistance. As one of the main outputs for the project will be a demonstration of how the platform will function, I will seek advice and help from my technical tutor Adam on how to effectively use Adobe XD in order to professionally present this. I will additionally look to graphic designers for feedback and potentially a collaboration into the brand visuals.

FINAL REFLECTION Overall, this project has enabled me the opportunity to truly reflect on my positioning as a creative about to graduate and enter a career in industry. The process of self-reflection throughout this module has meant I have been able to construct a professional identity with strong self-branded materials that I can use in the employment process to demonstrate my professionalism as a marketer. Since developing my own brand identity, I consequently feel much more confident in communicating my ambitions and my offering in a professional capacity. I have been able to evaluate my existing skills-set and recognise my strengths and weaknesses, thus devise a plan on how to enhance these skills and be the most viable candidate for the job positions I am most interested in. This reflection has informed my stance towards my next steps post-graduation and allowed me to acquire an augmented motivation for entering a career in fashion marketing which was previously diminished due to a lack of self-confidence in my capabilities. Additionally, through networking with industry professionals about their career experiences, I have been able to gain relevant insight and advice that has aided in improving my own approach in preparing to enter the jobs market. In analysing my skills-set and career ambitions, I have begun to develop a final major project concept that will be a highlighted piece in my portfolio that ultimately demonstrates my proficiencies in marketing. This practice of reflection will be something I continue in order to maintain evolving in line with industry to ensure I have greater chance at success in my career.

6 * REFLECTION

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IMAGE REFERENCES

Business of Fashion, 2021. Business of Fashion Logo [image]. Available at: https://www.businessoffashion.com/ [accessed 15 December 2021].

Indeed. 2021, Indeed Logo [image]. Available at: https://uk.indeed.com/ [accessed 15 December 2021].

Condé Nast. 2021, Conde Nast Logo [image]. Available at: https://www.condenast.com/ [accessed 15 December 2021].

GQ, 2018. Burberry Logo [image]. Available at: https://www.gq.com/story/new-burberry-logo-riccardo-tisci [accessed 15 December 2021].

New Look, 2018. New Look Logo [image]. Available at: https://www.newlook.com/uk/ [accessed 15 December 2021].

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Absolute UK, 2021. Instagram @weareabsoluteuk [image]. [accessed 15 December 2021].

No Jobs In The Arts, 2021. No Jobs In the Arts Logo [image]. Available at: https://www.nojobsinthearts.co.uk/ [accessed 15 December 2021].

No Jobs In The Arts, 2021. No Jobs In the Arts Issue #5 [image]. Available at :https://www.nojobsinthearts.co.uk/projects/issue-5/ [accessed 15 December 2021].

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Laia Magazine, 2020. Chloe Spring 2021 Collection [image]. Available at: https://www.laiamagazine.com/chloespring-2021/ [accessed 15 December 2021].

Tom Ford, 2021. Tom Ford Logo [image]. Available at: https://www.tomford.co.uk/ [accessed 15 December 2021].

Maison Margiela, 2021. Maison Margiela Logo [image]. Available at: https://www.maisonmargiela.com/gb [accessed 15 December 2021].

ALL MOCK UPS AND COLLAGES CREATED BY TIEGAN WAY

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INTERVIEW CONSENT FORMS SOPHIE HELLINIKAKIS

Sophie Hellinikakis

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RYAN BOULTBEE, NJITA

RYAN BOULTBEE RYAN BOULTBEE 21.

21.12.21

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INTERVIEW CONSENT FORMS SIMON YUEN

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CHRIS SANDERS

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