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Department of Media and Communication
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Hannah Spurling
Year 2 – Creative Media & Journalism
Unit 13– Extended Media Project
Academic year 2017 -2018
Department of Media and Communication
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CONTENTS
CONTENTS ...................................................................................................................... 2
LIST OF FIGURES ............................................................................................................. 4
LIST OF TABLES ............................................................................................................... 5
DEFINITION OF TERMS ................................................................................................... 5
Unit 13/14 - Project Proposal ...................................................................................... 6
......................................................................................... 6
Project Action Plan and Timetable .......................................................................... 16
........................................................................................................... 16
Introduction ................................................................................................................. 17
......................................................................................... 17
The Background of my Project ............................................................................. 18
Who am I? ............................................................................................................ 21
What did I learn on my course? ........................................................................ 24
What is my project about? .................................................................................... 26
Why my project is important? ............................................................................... 26
LO 1.1 1.2 4.1
LO 4.1
LO 1.1 1.2 4.1
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My Research Plan ................................................................................................... 27
........................................................................................................ 27
Literature/Resources Review .................................................................................... 31
............................................................................ 31
Introduction ............................................................................................................. 31
Practitioners Report ................................................. Error! Bookmark not defined.
CONCLUSION - Who/what was my inspiration? /Contextualisation of my
study ...................................................................................................................... 32
Research Design ........................................................................................................ 36
......................................................... 36
Introduction ............................................................................................................. 36
Research Questions ................................................................................................ 38
Research Design Evolution .................................................................................... 39
Research Findings ...................................................................................................... 45
.................................................................................... 52
Data analysis ........................................................................................................... 52
Conclusion - How did the research help me with my project? ...................... 52
My Project ................................................................................................................... 52
..................................................................... 52
Introduction .............................................................. Error! Bookmark not defined.
Pre-Production ........................................................................................................ 52
Production ................................................................................................................ 53
Post-production....................................................................................................... 53
Presentation .............................................................. Error! Bookmark not defined.
MY FMP – FINAL PRODUCT ......................................................................................... 53
.............................................................................................. 53
Project Evaluation ...................................................................................................... 54
LO 4.1
LO 2.1 2.2 3.1 3.2
LO 2.1 2.2 3.1 3.2 5.1 7.2
LO 5.1 6.1 6.2 7.2
LO 3.1 4.1 5.1 7.1 7.2
LO 4.1 7.2
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............................................................................................. 54
APPENDICES ................................................................................................................ 64
Extended project in creative media production Learning Outcomes and
Assessment .............................................................................................................. 64
1. Be able to initiate and develop a creative media production project
proposal. ............................................................................................................... 64
2. Be able to use research, analysis and evaluation to develop solutions
for creative media production project. .......................................................... 64
3. Be able to solve practical, theoretical and technical problems in a
creative media production project. ................................................................ 65
4. Be able to plan, organise and produce a creative media production
project. .................................................................................................................. 65
5. Be able to use practical methods and skills in a creative media
production project. ............................................................................................. 65
6. Be able to use evaluative and reflective skills in the production of a
creative media product. ................................................................................... 65
7. Be able to present a creative media production project. ...................... 65
REFERENCES ................................................................................................................. 65
LIST OF FIGURES
Figure 1- What is research .......................................... Error! Bookmark not defined.
Figure 2- How to ask good questions ....................... Error! Bookmark not defined.
LO 6.1 6.2
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Figure 3 - My exercise 1 .............................................. Error! Bookmark not defined.
LIST OF TABLES
Table 1 - Project Proposal ........................................................................................... 7
Table 2 - Project Action Plan and Timetable .......... Error! Bookmark not defined.
Table 3- My research Plan ........................................................................................ 27
DEFINITION OF TERMS
FMP – Final Major Project
UAL – University of the Arts London
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Unit 13 - Project Proposal
LO 1.1 1.2 4.1
Department of Media and Communication
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Candidate
Name Hannah Spurling
Candidate Number
Pathway Level 3 Creative Media
Project Title How does a Fashion Brand create a successful
campaign?
Section 1: Rationale (approx. 150 words)
The purpose of my project is to explore the fashion industry, in particular
fashion merchandising. For my FMP, I am going to create a brand and
then put together a campaign and business plan.
Over the duration of the last two years I have gained a massive insight
into journalism and the media world. This knowledge has allowed me to
gain a number of skills ranging from writing skills like showing vs telling to
print skills like Photoshop and InDesign: having these skills will be a great
use to me in my FMP due to its creative concepts such as the campaign I
am going to create within editing photos and developing banner ads.
When looking back on the first year of the course I can see my writing
skills have improved significantly. I have learnt skills like copywriting which
will help a lot with my final project within my campaign as well as my
business plan. Gaining copywriting skills has allowed me to develop my
knowledge on marketing. Developing my copywriting skills has
introduced me to skills such as word choice and active verbs which help
me to get a point across succinctly.
I have also gained an insight into the world of journalism and the media.
This has allowed me to learn how different brands and publications
display different in house styles and promote their brand images, this
understanding has taught me how to clearly identify what appeals to
different demographics by seeing how different companies reach out to
their target audiences. This will help a lot within my project when it comes
to deciding on my target audience.
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Over the course, I have also undertaken work experience which has
helped me to gain industry skills that will benefit my throughout my FMP. I
have worked alongside the Marlowe Theatre to create an e-booklet for
one of their shows, this helped me to develop my Photoshop and industry
skills as well as understand what is needed to meet a professional
standard in a piece of work. I also worked with Spurling Cannon as part of
the marketing team: this allowed me to practise and improve my
copywriting skills. I helped organise a sponsorship which allowed me to
create banners and leaflets as well as work with a client to improve my
communication skills. I created a banner ad for Spurling Cannon which
was displayed in the Charing horse races which helped me to work again
to improve upon my digital skills.
The main target of my final project is to create a powerful campaign that
appeals to my audience and promotes my brand. I am aiming to explore
what makes a successful campaign, what makes an excellent fashion
brand along with how a business plan is skilfully put together.
Section 2: Project Concept (approx. 200 words)
The concept of my project is to create a brand and then put together a
campaign and a business plan. This will involve coming up with the brand
itself, marketing the brand and working on the brands merchandising.
The research will be carried out in a variety of mediums: through
secondary and primary sources. I first plan to look into several magazines
and books to analyse campaigns and look at what characteristics make
them successful and what makes them unsuccessful. I also plan to conduct
research through interviews and a survey on Survey Monkey in order to
gain an insight into what appeals to my audience.
The main influences behind my project are brands such as Pretty Little
Thing, Missguided and Silk Fred. These brands are all online e-tailors that
have successfully promoted themselves and their brand image in order to
grow their brand. They all launch numerous campaigns through print and
social media which influences me when making choices about how to
create my campaign and promote the brand. My overall goal is to create
a successful business plan and campaign. I will know it is successful by
basing it on my market research and getting client and customer
feedback.
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My project is important on a wider scale because marketing and
advertising is a vital part of a business and can determine whether or not it
is successful in the long run. Most companies rely on successful
marketing/advertising in order to strive. The overall marketing umbrella
covers advertising, public relations, promotions and sales.
The project is important to me personally because it links to the career I
would like to peruse in the future. I am planning on studying fashion
merchandising at university and therefore this project can act as a
stepping stone to equip me with some of the skills and knowledge I will
need at uni.
My target audience is a demographic of 15-25 year olds. The brand will
mainly lean towards the female spectrum of the adult demographic
ranging from younger girls to women however the brand will also be
suitable for the opposite gender. I think the main way I will capture my
audience is by finding a gap in the market and then playing this to my
advantage by creating a brand that is meeting the wants of the
consumer. By closing the gap in the market and giving the customer what
they want I will automatically entice my audience.
Section 3: Evaluation (approx. 150 words)
The evaluation of my FMP will consist of weekly blog posts.
Writing weekly blog posts will help me to keep on top of my work as well as
act as a timeline of my project process. The weekly blog posts will allow me
to outline the progress I have made over that week, discussing the issues I
may have encountered and how I solved them. This way of evaluating my
work is effective because it makes sure that every part of the process
within the project is discussed and nothing is ignored or forgotten when
evaluating.
I am also planning to evaluate my work by using peer feedback from my
tutors as well as my classmates. The weekly blogs will include first drafts of
my work which my tutors can then look at and give me weekly advice on
so I can alter my work and make any changes I need to in order to ensure
it is the best it can be.
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I am also going to compare my finished work to professional pieces in
order to see whether I think it has met a professional standard. Comparing
the pieces will also allow me to identify where my strengths and
weaknesses are and understand what I need to work on most in the future.
Proposed Research Sources and Bibliography (Harvard Format)
Paper - Google.co.uk. (2018). brown paper - Google Search. [Online] Available at: https://www.google.co.uk/search?
Tribal 1 - Google.co.uk. (2018). tribal material - Google Search. [Online] Available at: https://www.google.co.uk/search?
Blue floral - Google.co.uk. (2018). blue Hawaiian material - Google Search. [Online] Available at: https://www.google.co.uk/search?
White fabric – Google.co.uk. (2018). ethical cotton - Google Search. [Online] Available at: https://www.google.co.uk/search?
Tribal 2 – Google.co.uk. (2018). tribal colours - Google Search. [Online] Available at: https://www.google.co.uk/search?
Tribal 3 - Google.co.uk. (2018). tribal colours - Google Search. [Online] Available at: https://www.google.co.uk/search?
Four colour palette – Google.co.uk. (2018). African colour - Google Search. [Online] Available at: https://www.google.co.uk/search?
Blue material - Google.co.uk. (2018). tribal material - Google Search. [Online] Available at: https://www.google.co.uk/search?
Earth tone - Google.co.uk. (2018). earth tones - Google Search. [Online] Available at: https://www.google.co.uk/search?
Brighton - Google.co.uk. (2018). Brighton - Google Search. [Online] Available at:
https://www.google.co.uk/search?
Kitten and vet - Google.co.uk. (2018). vet - Google Search. [Online] Available at:
https://www.google.co.uk/search?
Bag and shoes – Google.co.uk. (2018). fashion Instagram - Google Search. [Online]
Available at: https://www.google.co.uk/search?
Selfridges - Google.co.uk. (2018). Selfridges oxford street - Google Search. [Online]
Available at:
https://www.google.co.uk/search?rlz=1C1GGRV_enGB795GB795&biw=1366&bih=662&tbm=
isch&sa=1&ei=QezqWqSJF8jTgAaSxr3wBA&q=selfridges+oxford+street&oq=selfridges+oxf
r&gs_l=psy-
ab.1.0.0i13k1l8j0i13i30k1l2.19360.20463.0.21757.5.4.0.1.1.0.68.236.4.4.0....0...1c.1.64.psy-
ab..0.5.244...0j0i67k1j0i30k1.0.O-
uHNvDM7Ic&safe=active&ssui=on#imgrc=uZulq9mYODX8nM: [Accessed 6 Jun. 2018].
Dungaree - Google.co.uk. (2018). fashion Instagram jumper dress - Google Search. [Online] Available at: https://www.google.co.uk/search?rlz=1C1GGRV_enGB795GB795&biw=1366&bih=662&tbm=isch&sa=1&ei=8uvqWvHsI4SvgQaHrJuwAg&q=fashion+instagram+jumper+dress&oq=fashion+instagram+jumper+dress&gs_l=psy-ab.3...217415.220965.0.221428.13.13.0.0.0.0.104.696.12j1.13.0....0...1c.1.64.psy-
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ab..0.2.138...0j0i8i30k1j0i24k1.0._IaOB8NznUY&safe=active&ssui=on#imgrc=pcEFmQ6UgAkvxM: [Accessed 6 Jun. 2018].
Farmacy – Google.co.uk. (2018). pharmacy London - Google Search. [Online] Available at:
https://www.google.co.uk/search?q=farmacy+london&rlz=1C1GGRV_enGB795GB795&sour
ce=lnms&tbm=isch&sa=X&ved=0ahUKEwjIj46dnOnaAhUFTt8KHfl3B6QQ_AUICygC&biw=13
66&bih=662&safe=active&ssui=on#imgrc=LhW7iuF4O4hObM: [Accessed 6 Jun. 2018].
Acai bowl - Google.co.uk. (2018). skinny kitchen acai cup - Google Search. [Online]
Available at:
https://www.google.co.uk/search?rlz=1C1GGRV_enGB795GB795&biw=1366&bih=662&tbm=
isch&sa=1&ei=qdXqWqnzCcPI_Qbc6LDADQ&q=skinny+kitchen+acai+cup&oq=skinny+kitc
hen+acai+cup&gs_l=psy-ab.3...3854.5677.0.6020.7.7.0.0.0.0.54.329.7.7.0....0...1c.1.64.psy-
ab..0.0.0....0.0qArJKXTmlI&safe=active&ssui=on#imgdii=wX7nWm0WmibQFM:&imgrc=Doc
mqseVUqG8GM: [Accessed 6 Jun. 2018].
Urban - Google.co.uk. (2018). urban outfitters - Google Search. [Online] Available at:
https://www.google.co.uk/search?q=urban+outfitters&rlz=1C1GGRV_enGB795GB795&sour
ce=lnms&tbm=isch&sa=X&ved=0ahUKEwjXlaaJnunaAhXkuFkKHfcTDgUQ_AUIDCgD&biw=
1366&bih=662&safe=active&ssui=on#imgrc=MOk9GcO-sGl_JM: [Accessed 6 Jun. 2018].
Trainer- Google.co.uk. (2018). Kurt Geiger statement trainers - Google Search. [Online]
Available at:
https://www.google.co.uk/search?q=kurt+geiger+statement+trainers&rlz=1C1GGRV_enGB7
95GB795&source=lnms&tbm=isch&sa=X&ved=0ahUKEwig8_G7nunaAhXFtlkKHScvAGgQ_
AUICygC&biw=1366&bih=662&safe=active&ssui=on#imgrc=jRY6gIpSMAoMzM: [Accessed
6 Jun. 2018].
Slogan tee -Sheerluxe.com. (2018). [online] Available at:
https://sheerluxe.com/sites/default/files/2017/08/slogan-tees-trend.jpg [Accessed 6 Jun.
2018].
Bud - Google.co.uk. (2018). Budapest - Google Search. [Online] Available at: https://www.google.co.uk/search?rlz=1C1GGRV_enGB795GB795&biw=1366&bih=662&tbm=isch&sa=1&ei=pdjqWsKvKYLZ5gK0x57oAg&q=budapest&oq=budapest&gs_l=psy-ab.3...0l2j0i67k1j0l7.167587.169912.0.170290.8.5.0.3.3.0.106.401.3j2.5.0....0...1c.1.64.psy-ab..0.8.424....0.WnBqww7iQUg&safe=active&ssui=on#imgrc=eC8sHlAyqH-tfM: [Accessed 6 Jun. 2018].
Sofa - Google.co.uk. (2018). statement blue sofa - Google Search. [Online] Available at: https://www.google.co.uk/search?rlz=1C1GGRV_enGB795GB795&biw=1366&bih=662&tbm=isch&sa=1&ei=UNnqWtqeMsaL5wKp3KPgCg&q=statement+blue+sofa&oq=statement+blue+sofa&gs_l=psy-ab.3...106718.114129.0.114535.26.20.0.3.3.0.82.1027.19.19.0....0...1c.1.64.psy-ab..6.16.734...0j0i67k1j0i8i30k1.0.K6K1gIynOR8&safe=active&ssui=on#imgrc=Hks81VVB4GWWuM: [Accessed 6 Jun. 2018].
Dior photo - Google.com. (2018). fashion campaign - Google Search. [Online]
Available at: https://www.google.com/search?
Mau Mau - Google.com. (2018). fashion campaign - Google Search. [Online]
Available at:
https://www.google.com/search?tbm=isch&source=hp&biw=1366&bih=662&ei=yZDh
WrzvHoq5kwWvzr7ABQ&q=fashion+campaign&oq=fashion+ca&gs_l=img.1.3.0l10.904.
4556.0.6459.10.7.0.3.3.0.79.348.7.7.0....0...1ac.1.64.img..0.10.368....0.daYNtQcMkcE&saf
e=active&ssui=on#imgrc=CeBFjp_xYLyyIM: [Accessed 26 Apr. 2018].
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Michael Kors - Google.com. (2018). Michael kores fashion campaign 2018 - Google
Search. [Online] Available at: https://www.google.com/search?
Vans and long cardio - Google.co.uk. (2018). fashion Instagram jumper dress - Google
Search. [Online] Available at:
https://www.google.co.uk/search?rlz=1C1GGRV_enGB795GB795&biw=1366&bih=662&tbm=
isch&sa=1&ei=8uvqWvHsI4SvgQaHrJuwAg&q=fashion+instagram+jumper+dress&oq=fashi
on+instagram+jumper+dress&gs_l=psy-
ab.3...217415.220965.0.221428.13.13.0.0.0.0.104.696.12j1.13.0....0...1c.1.64.psy-
ab..0.2.138...0j0i8i30k1j0i24k1.0._IaOB8NznUY&safe=active&ssui=on#imgrc=CJGYTZYiI2kkl
M: [Accessed 6 Jun. 2018].
Lover - Google.co.uk. (2018). fashion Instagram jumper dress - Google Search. [Online]
Available at:
https://www.google.co.uk/search?rlz=1C1GGRV_enGB795GB795&biw=1366&bih=662&tbm=
isch&sa=1&ei=8uvqWvHsI4SvgQaHrJuwAg&q=fashion+instagram+jumper+dress&oq=fashi
on+instagram+jumper+dress&gs_l=psy-
ab.3...217415.220965.0.221428.13.13.0.0.0.0.104.696.12j1.13.0....0...1c.1.64.psy-
ab..0.2.138...0j0i8i30k1j0i24k1.0._IaOB8NznUY&safe=active&ssui=on#imgrc=yA9aAEn_nelH
GM: [Accessed 6 Jun. 2018].
Fila girls - Google.co.uk. (2018). Instagram fashion - Google Search. [Online] Available at:
https://www.google.co.uk/search?rlz=1C1GGRV_enGB795GB795&biw=1366&bih=662&tbm=
isch&sa=1&ei=YDPsWvm3KovOgQb_y5KgAQ&q=instagram+fashion&oq=instagram+fashio
n&gs_l=psy-ab.3...0l10.67622.71311.0.71596.17.10.0.7.7.0.121.570.9j1.10.0....0...1c.1.64.psy-
ab..0.17.606...0i67k1.0.QfTbLXUw_WM&safe=active&ssui=on#imgrc=ETzkq9QcJKwEJM:
[Accessed 6 Jun. 2018].
Mountain – Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?rlz=1C1GGRV_enGB795GB795&biw=1366&bih=662
&tbm=isch&sa=1&ei=dzTsWvvkIo60gQapgZ3oDA&q=instagram+travel&oq=instagram+
travel&gs_l=psy-
ab.3...0l10.139174.144222.0.144491.19.11.6.2.2.0.113.669.10j1.11.0....0...1c.1.64.psy-
ab..0.19.721...0i67k1j0i30k1j0i8i30k1j0i8i10i30k1.0.ZaZ9KtntDEU&safe=active&ssui=on#i
mgrc=m9zAWrntM4XQ7M: [Accessed 6 Jun. 2018].
Giraffe - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?rlz=1C1GGRV_enGB795GB795&biw=1366&bih=662
&tbm=isch&sa=1&ei=dzTsWvvkIo60gQapgZ3oDA&q=instagram+travel&oq=instagram+
travel&gs_l=psy-
ab.3...0l10.139174.144222.0.144491.19.11.6.2.2.0.113.669.10j1.11.0....0...1c.1.64.psy-
ab..0.19.721...0i67k1j0i30k1j0i8i30k1j0i8i10i30k1.0.ZaZ9KtntDEU&safe=active&ssui=on#i
mgrc=g4zcvS48nx3vEM: [Accessed 6 Jun. 2018].
Dog selfie - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?q=girl+with+puppy+instgram&tbm=isch&tbs=rimg:
CSBdL_1E3C-29Iji-
z6b15yGErMMTRWCqpl5Own2AwycNI3cFxN_1ChTReQy8PhlIK7w0IOO4DfrxL0S8bN36O
6AtLmCoSCb7PpvXnIYSsERyzj1XiGnD0KhIJwxNFYKqmXk4RP8K9N0bIrxwqEgnCfYDDJw
0jdxGTXCcMQd113CoSCQXE38KFNF5DEYbG6CBQvIZQKhIJLw-
GUgrvDQgRrSO9LUnpzLcqEgk47gN-
vEvRLxE9Q2C1ZkFc3CoSCRs3fo7oC0uYEZuIeMTJ4r1E&tbo=u&sa=X&ved=2ahUKEwjB94j
l7evaAhWFuBQKHeZmCPAQ9C96BAgBEBg&biw=1366&bih=662&dpr=1&safe=active&ss
ui=on#imgrc=VgY733s0jn6ZkM: [Accessed 6 Jun. 2018].
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Penguin quote - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?biw=1366&bih=662&tbm=isch&sa=1&ei=mjfsWviyLo
POgAaRp66QDQ&q=save+the+planet+quotes&oq=save+the+planet+&gs_l=psy-
ab.1.0.0l10.6652.9389.0.10956.16.11.0.5.5.0.74.547.11.11.0....0...1c.1.64.psy-
ab..0.16.567...0i67k1.0.0A97YIifFMs&safe=active&ssui=on#imgrc=VB4IPUB4RR1YRM: [Accessed 6 Jun. 2018].
Joe and the juice - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?biw=1366&bih=662&tbm=isch&sa=1&ei=IDjsWtKBN
pLWgQb8koPgAw&q=joe+and+the+juice+instgram&oq=joe+and+the+juice+instgram
&gs_l=psy-ab.3...2874.5172.0.5555.9.8.0.1.1.0.61.353.7.7.0....0...1c.1.64.psy-
ab..1.5.202...0j0i67k1j0i24k1.0.Ck2WwEDJIaI&safe=active&ssui=on#imgrc=j2046W41OZ
fhJM: [Accessed 6 Jun. 2018].
Good vibes only - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?biw=1366&bih=662&tbm=isch&sa=1&ei=hjjsWvSvM
pOUgQbKn7OgDA&q=good+vibes+quotes&oq=good+vi&gs_l=psy-
ab.3.1.0l10.10994.14970.0.16138.11.8.2.1.1.0.98.536.8.8.0....0...1c.1.64.psy-
ab..0.11.552...0i67k1j0i10k1.0.5wSwl5IOxvw&safe=active&ssui=on#imgrc=rXLpmyAhqI
vNQM: [Accessed 6 Jun. 2018].
Volunteer - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?biw=1366&bih=662&tbm=isch&sa=1&ei=lzjsWrGdK5
LWgQb8koPgAw&q=volunteer+animal+shelter&oq=volunteer+animal&gs_l=psy-
ab.3.1.0l2j0i8i30k1l8.232034.236010.0.237248.16.13.0.3.3.0.164.871.10j2.12.0....0...1c.1.6
4.psy-ab..1.15.886...0i67k1.0.XokN8h6TW-
k&safe=active&ssui=on#imgrc=MqKmaQU4PwCv8M: [Accessed 6 Jun. 2018].
Santorini - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?biw=1366&bih=662&tbm=isch&sa=1&ei=hTnsWsCUL
IeegAb2m7Nw&q=travel+instagram&oq=travel+ins&gs_l=psy-
ab.1.2.0l10.463373.470306.0.472278.29.19.9.1.2.0.78.908.19.19.0....0...1c.1.64.psy-
ab..0.29.959...0i67k1.0.DrySYHflqpo&safe=active&ssui=on#imgrc=ZIDbBssqQV408M: [Accessed 6 Jun. 2018].
Sign - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?biw=1366&bih=662&tbm=isch&sa=1&ei=hTnsWsCUL
IeegAb2m7Nw&q=travel+instagram&oq=travel+ins&gs_l=psy-
ab.1.2.0l10.463373.470306.0.472278.29.19.9.1.2.0.78.908.19.19.0....0...1c.1.64.psy-
ab..0.29.959...0i67k1.0.DrySYHflqpo&safe=active&ssui=on#imgdii=UIrtUXgbhGxArM:
&imgrc=ZIDbBssqQV408M: [Accessed 6 Jun. 2018].
Wanderlust - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?biw=1366&bih=662&tbm=isch&sa=1&ei=XjvsWvy4N
ITIgAb2i7j4BA&q=travel+quote&oq=travel+quote&gs_l=psy-
ab.3...0j0i67k1j0l8.716916.718629.0.718838.7.3.0.4.4.0.49.139.3.3.0....0...1c.1.64.psy-
ab..0.7.163....0.m4-H99L2Cyo&safe=active&ssui=on#imgrc=hL2lSurM03MZSM: [Accessed 6 Jun. 2018].
Ig page - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?rlz=1C1GGRV_enGB795&biw=1366&bih=662&tbm=i
sch&sa=1&ei=QFzsWv3hK4iBgAbyzqvICw&q=travel+instagram+profile&oq=travel+inst
agram+profile&gs_l=psy-
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ab.3...0i24k1.14164.15132.0.15343.7.7.0.0.0.0.70.356.7.7.0....0...1c.1.64.psy-
ab..0.3.168...0i13k1.0.O7PisK_s4A0&safe=active&ssui=on#imgrc=hZ-mlcYyJQzBNM: [Accessed 6 Jun. 2018].
Waft - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?q=wwf&rlz=1C1GGRV_enGB763GB763&source=lnm
s&tbm=isch&sa=X&ved=0ahUKEwjl4srV7PjaAhWJL8AKHfi4APkQ_AUICigB&biw=1440&bi
h=745&safe=active&ssui=on#imgrc=Wb2nGbzAGwhYbM: [Accessed 6 Jun. 2018].
Katsu -
https://www.google.co.uk/search?q=yasai+katsu&rlz=1C1GGRV_enGB763GB763&sou
rce=lnms&tbm=isch&sa=X&ved=0ahUKEwj1m4Kh7fjaAhWGN8AKHasgAioQ_AUICigB&
biw=1440&bih=745&safe=active&ssui=on#imgrc=PMSpX4FeLqI7ZM:
Starbucks - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?q=starbucks+almond+milk+latte&rlz=1C1GGRV_en
GB763GB763&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjHp4DW7fjaAhVMDMAKHZ
6YACgQ_AUICygC&biw=1440&bih=745&safe=active&ssui=on#imgdii=-
DZLo69W8rnveM:&imgrc=vipJCeNqRTxQdM: [Accessed 6 Jun. 2018].
100% vegan - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?rlz=1C1GGRV_enGB763GB763&biw=1440&bih=745
&tbm=isch&sa=1&ei=iQjzWsWdOcqLgAaDwbGgDQ&q=vegan&oq=vegan&gs_l=img.3.
..0i67k1j0l9.46043.55182.0.56319.28.16.10.2.4.0.94.689.14.14.0....0...1c.1.64.img..2.26.778
.0..35i39k1j0i10k1.0.5cD-SXvahGk&safe=active&ssui=on#imgrc=8iqnMrXjF472dM: [Accessed 6 Jun. 2018].
Plane - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?rlz=1C1GGRV_enGB763GB763&biw=1440&bih=745
&tbm=isch&sa=1&ei=KwnzWur9CeXbgAbSs4DwDQ&q=plane&oq=plane&gs_l=img.3...
0l2j0i67k1j0l4j0i67k1j0l2.144995.147210.0.147394.19.11.0.0.0.0.75.500.10.10.0....0...1c.1.6
4.img..13.6.324.0..35i39k1.0.RTSSzC8dprI&safe=active&ssui=on#imgdii=Dr1hUWkG6pnt
cM:&imgrc=zjoMU5f03hOKjM: [Accessed 6 Jun.
The classicist - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?rlz=1C1GGRV_enGB795&biw=1366&bih=662&tbm=i
sch&sa=1&ei=LUzsWpqsM8PJgAao77mQCQ&q=classic+fashion+style&oq=classic+fas
hion&gs_l=psy-
ab.3.1.0l10.2174.6716.0.8249.28.17.0.4.4.0.115.888.15j1.16.0....0...1c.1.64.psy-
ab..12.16.715...0i13k1j0i67k1.0.h28RVqlXVV4&safe=active&ssui=on#imgdii=c5mIIfowlw
aXjM:&imgrc=Y6EREqOnF1bHQM: [Accessed 6 Jun.
Bohol - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?rlz=1C1GGRV_enGB795&biw=1366&bih=662&tbm=i
sch&sa=1&ei=N0zsWu-
lBqWBgAbTmKHICg&q=boho+fashion&oq=boho+fashion&gs_l=psy-
ab.3...0l3j0i67k1j0l6.160974.164116.0.164314.12.8.0.4.4.0.73.436.8.8.0....0...1c.1.64.psy-
ab..0.12.468....0.Vh9l9Ix0I2I&safe=active&ssui=on#imgrc=3Xvuzq-dqr83lM: [Accessed 6
Jun. Exotic - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?q=exotic+fashion&tbm=isch&tbs=rimg:CW8fDpYS5
vVVIjgiFtJJfeeNaAiSqSZAhmeJNFeDna62CHefP2UtQFzoaUPKimahc_1amznye2gNkSuz_
1z01OsaoEYSoSCSIW0kl9541oEQERpV8YhyRqKhIJCJKpJkCGZ4kRRO9TXaA7a2EqEgk0V
4OdrrYIdxF0rw3OHF03NCoSCZ8_1ZS1AXOhpEUyOCfCR3GngKhIJQ8qKZqFz9qYRG_1pA
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DM8-ilAqEgnOfJ7aA2RK7BHM3sa-MZdLXioSCf_1PTU6xqgRhEYVou-
Xj9SIw&tbo=u&sa=X&ved=2ahUKEwjt5s_rhOzaAhUIGhQKHdObCZYQ9C96BAgBEBg&bi
w=1366&bih=662&dpr=1&safe=active&ssui=on#imgdii=PtOpKc5oCjZSpM:&imgrc=oDU
4okRsQkCfuM: [Accessed 6 Jun.
Swimmer if - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?rlz=1C1GGRV_enGB795&biw=1366&bih=662&bm=is
ch&sa=1&ei=UVzsWuSHBISZgAaPv6_ABA&q=travel+instagram+&oq=travel+instagram+
&gs_l=psy-ab.3...0l10.735704.735704.0.735870.1.1.0.0.0.0.57.57.1.1.0....0...1c.1.64.psy-
ab..0.1.57....0.-
CzzdbOXfpQ&safe=active&ssui=on#imgdii=BZSzThhaQ5PsEM:&imgrc=fkddkyqn-
cPxsM: [Accessed 6 Jun.
Work travel save if - Google.co.uk. (2018). Available at:
https://www.google.co.uk/search?rlz=1C1GGRV_enGB795&biw=1366&bih=662&tbm=i
sch&sa=1&ei=cmDsWsu-
I6mXgAbxz4vwCQ&q=travel+quote&oq=travel+quote&gs_l=psy-
ab.3...0j0i67k1j0l8.20754.22939.0.23107.12.8.0.4.4.0.109.496.6j1.7.0....0...1c.1.64.psy-
ab..1.11.532....0._bdy6v5XVOM&safe=active&ssui=on#imgrc=QvEpDTPAT7oWhM: [Accessed 6 Jun.
Books. (2018). Internet Marketing. [online] Available at: https://books.google.com/books/about/Internet_Marketing.html?id=feyQ_bJ0zi0C [Accessed 12 Jun. 2018].
Project Action Plan and Timetable
Project Action Plan and Timetable
Week Date
Week
Beginni
ng
Activity / What you are intending
to do - including independent
study
Resources / What you will
need to do it - including
access to workshops
One
18/04/2
018
Write Proposal
Finish all Research
WordPress
Office Word
Two
25/04/2
018
Create brand
Start drafting campaign ideas
Pitch proposal to tutors
WordPress
Office Word
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Introduction
This project portfolio is a report of my final major project (FMP) for second-
year UAL Extended Diploma in Creative Media. The purpose of my project
was to explore the fashion Industry in particular fashion merchandising. The
project was a collaboration of the creation of my own brand, a selection of
campaigns as well as a company business plan focusing on marketing and
finances. My project was important on a wider scale because marketing and
LO 4.1
LO 1.1 1.2 4.1
Three
02/05/2
018
Campaign
Business Plan
Photoshoot for campaign
WordPress
Office Word
Photoshop
Camera
Four
09/05/2
018
Edit photos
Campaign production
Business Plan
WordPress
Office Word
Photoshop
InDesign
Five
16/05/2
018
Finish campaign and business
plan
Begin evaluation
WordPress
Office Word
Photoshop
InDesign
Six
FINAL
WEEK
23/05/2
018
Finish evaluation
Present final product
WordPress
Office Word
Photoshop
InDesign
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advertising is a vital part of a business and can determine whether or not it is
successful in the long run. Most companies rely on successful
marketing/advertising in order to strive. The overall marketing umbrella covers
advertising, public relations, promotions and sales.
This portfolio begins with the background of my project starting with writing
about myself, what I learned over the duration of my course and what
inspired me to carry out my project. This is then closely followed by details
on what my project is about and its importance. My research plan then
concludes the chapter.
The Background of my Project
What is it that makes me do my project?
The project is important to me personally because it links to the career I
would like to peruse in the future. I am planning on studying fashion
merchandising at university and therefore this project can act as a stepping
stone to equip me with some of the skills and knowledge I will need at
university. Another reason I want to do this project is in order to improve my
skills such as copywriting and design. Over the duration of my course, I have
also had the opportunity to learn a variety of different writing styles which
allowed me to determine what I found most interesting therefore leading to
what I wanted to do for my final project which was copywriting.
Over the duration of the last two years I have gained a massive insight into
journalism and the media world. This knowledge has allowed me to gain a
number of skills ranging from writing skills like showing vs telling to print skills
like Photoshop and InDesign: having these skills will be a great use to me in
my FMP due to its creative concepts such as the campaign I am going to
create within editing photos and developing banner ads.
When looking back on the first year of the course I can see my writing skills
have improved significantly. I have learnt skills like copywriting which will
help a lot with my final project within my campaign as well as my business
plan. Gaining copywriting skills has allowed me to develop my knowledge
on marketing. Developing my copywriting skills has introduced me to skills
such as word choice and active verbs which help me to get a point across
succinctly.
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I have also gained an insight into the world of journalism and the media. This
has allowed me to learn how different brands and publications display
different in house styles and promote their brand images, this understanding
has taught me how to clearly identify what appeals to different
demographics by seeing how different companies reach out to their target
audiences. This will help a lot within my project when it comes to deciding
on my target audience.
Over the course, I have also undertaken work experience which has helped
me to gain industry skills that will benefit my throughout my FMP. I have
worked alongside the Marlowe Theatre to create an e-booklet for one of
their shows, this helped me to develop my Photoshop and industry skills as
well as understand what is needed to meet a professional standard in a
piece of work. I also worked with Spurling Cannon as part of the marketing
team: this allowed me to practise and improve my copywriting skills. I
helped organise a sponsorship which allowed me to create banners and
leaflets as well as work with a client to improve my communication skills. I
created a banner ad for Spurling Cannon which was displayed in the
Charing horse races which helped me to work again to improve upon my
digital skills.
My personal experiences that influence my choices (idea for the project, my
role in the project, how it relates to my future career)
The concept of my project is to create a brand and then put together a
campaign and a business plan. This will involve coming up with the brand
itself, marketing the brand and working on the brands merchandising. The
research will be carried out in a variety of mediums: through secondary and
primary sources. I first plan to look into several magazines and books to
analyse campaigns and look at what characteristics make them successful
and what makes them unsuccessful. I also plan to conduct research through
interviews and a survey on Survey Monkey in order to gain an insight into
what appeals to my audience.
My roles within the project will be writer, designer, marketer, merchandiser,
business planner as well as photographer and stylist. This relates to my future
career because I want to study merchandise management at university and
completing this project will help me to gain more knowledge and experience
in this subject field prior to going to university.
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The main influences behind my project are brands such as Pretty Little Thing,
Missguided and Silk Fred. These brands are all online e-tailers that have
successfully promoted themselves and their brand image in order to grow
their brand. They all launch numerous campaigns through print and social
media which influences me when making choices about how to create my
campaign and promote the brand. My overall goal is to create a successful
business plan and campaign. I will know it is successful by basing it on my
market research and getting client and customer feedback.
What is the basic premise of my project?
The basic premise of my project is to explore the fashion industry, in
particular fashion merchandising. For my FMP, I am going to create a brand
and then put together a campaign and business plan. On top of exploring
the fashion industry my project also looks at environmental issues linked to
fashion around the globe and their impact on the world.
What do I seek to achieve and how it relates to my target audience?
I seek to create a successful sales campaign and business plan. My target
audience and the project relates to my demographic is discussed in this
PowerPoint. MY TARGET AUDIENCE – this PowerPoint explores elements of
production within my project. It looks at the making of my brand alongside
target audience.
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Who am I?
I wrote a piece about why I write at the start of the first year of the course.
Why I Write
“ When first asked why I write I was unsure of the answer. I knew I wanted
to write and I knew I enjoyed it but I didn’t have a clear understanding
in my head of exactly why I wrote. However as I began to pull apart the
question in my head I realised I write for many different reasons not just
the simple fact that I enjoy it.
I write to aspire; I write in order to fulfil my aspirations. My aspiration is to
write in the fashion industry as a fashion journalist therefore I write in
hope of achieving this. I know in order to achieve this I need to write
and in a way this hope of achieving my dream acts as motivation. It’s
not that I struggle to write and need motivating – I love writing, it’s more
the fact that this aspiration acts as fuel to my writing, it excites me and
makes me want to write more and more.
I also find myself writing to create. I love how when I write I find that I
create something that can be interpreted by different people in such
distant ways. I love that when I write, something as little as one
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sentence can be pulled apart to create so many different perceptions
in each readers mind. I love how something as simple as words can
create a picture that can be so different to every set of eyes that read
them. And finally I like how I have control over what I am creating
through writing, how I can create something the way I want it to be
and the way I want it to be perceived or pictured without having to
follow guidelines or rules.
I also tend to write as a way to connect with my interests. I find myself
connecting to my interests not just through writing itself but also from all
the background work of writing such as researching, questioning and
so on. I’m really interested in fashion and I love that through writing I
can add to this interest by finding out new things through researching
or by interpreting new prospects of the fashion industry within my
writing. I also find that writing connects me to my interest of the fashion
industry by simply giving me a topic I enjoy and allowing me to
approach it in so many different writing styles and formats.
Another reason I find myself writing is by using it as a form of
communication. Writing almost acts as a way of expressing my opinions
or ideas, I love how I can share my thoughts through writing and how
writing allows them to be portrayed in such a varied sense. I like that if
I’m writing the people reading what I’ve written are actually interested
in what I am saying because they have chosen to read it; I’m not just
talking about something to someone that just isn’t interested by
anything I am saying. In a way I also find that writing connects people,
it links opinions and topics and allows people to connect with people
that share similar opinions or share similar interests.
Finally, I write as a way to learn. I find that through writing I learn so
many new things. I find that I learn these things from the aspects behind
writing as well as writing itself. I learn a wider range of vocabulary and
terminology through writing as well as learning new writing styles or
formats of writing. I find that I also learn through researching, I’m always
learning new things from researching; from reading other people’s work
or by looking something up on the internet. I just seem to really enjoy
how writing can lead me to learn so many new things and how
learning new things can also inspire me to write more because I like
how it can broaden my knowledge so significantly.
”
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Although I wrote this piece almost two years, I think elements of this work still
reflect both my personality and choices alongside my aspirations to write.
However, I do think that my overall goal at the end of the course has
changed as I have developed as a writer and learnt new mediums such as
script writing and copywriting rather than just writing Journalism like I did at
the start of the course. In the written piece I touch on the idea of wanting to
be a fashion journalist in the future however as I briefly explained above over
the duration of the course I have been introduced to a huge variety of
different mediums and genres which has led to me wanting to peruse a
different career path. I have really enjoyed copywriting and visual production
elements, such as campaign productions or Photoshop designs, throughout
the course which has resulted in me wanting to push towards a career in this
direction rather than journalism.
One piece that I worked on was the creation of a set of Top Trumps for a
children’s game, this project was what really got me interested in branding
and design rather than just writing up content. I was able to develop a wide
variation of programme skills for editing and design which I will be able to
take forward with me to university. Because of how much I enjoyed the
production process, creating the top trumps game pushed me to explore the
visual elements different careers in selected industries. One thing that didn’t
change when looking back at my Why I Write piece was my aspiration to
work in the fashion industry, I was still very keen to this so I combined this goal
with my interest in visual production and design and decided to undertake
Fashion Merchandise Management because it combines everything I am
interested in.
De-Cluttering and Word Choice - Writing Skills
This technique taught me how to avoid overwriting and ensure I only take
forward the necessary information. This was a massive help for me because in
previous projects I have always struggled when it comes to cutting down
work and taking out the less important parts: de-cluttering allowed me to be
able to identify the most relevant information and only take this forward, this
is a skill I will definitely ensure I continue using in the future, both at university
and in my future career. I think other than this my research process was
successful, I was happy with my findings and the information I collected
helped massively in the production of my project.
The skill of word choice helped me when it came to writing up my tag lines
and creating my campaigns. It taught me how important it is to link the word
you are using to your target audience in order to keep them interested. It also
taught me how important it is to ensure the right language and terminology is
used throughout an advert or poster.
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What did I learn on my course?
When looking back on the first year of the course I can see my writing skills
have improved significantly. I have learnt skills like copywriting which will
help a lot with my final project within my campaign as well as my business
plan. Gaining copywriting skills has allowed me to develop my knowledge
on marketing. Developing my copywriting skills has introduced me to skills
such as word choice and active verbs which help me to get a point across
succinctly. Learning about copywriting, allowed me to understand the
importance of word choice. I was able to realise that I need to always
ensure I am choosing the right words for my tag lines and posters because
everything I use in order to advertise is impacting upon my target audience.
I also learnt that the terminology I use has to link to my audience in order to
both keep them interested and ensure they are able to understand.
I have also gained an insight into the world of journalism and the media. This
has allowed me to learn how different brands and publications display
different in house styles and promote their brand images, this understanding
has taught me how to clearly identify what appeals to different
demographics by seeing how different companies reach out to their target
audiences. This will help a lot within my project when it comes to deciding
on my target audience.
Over the course, I have also undertaken work experience which has helped
me to gain industry skills that will benefit my throughout my FMP. I have
worked alongside the Marlowe Theatre to create an e-booklet for one of
their shows, this helped me to develop my Photoshop and industry skills as
well as understand what is needed to meet a professional standard in a
piece of work. I also worked with Spurling Cannon as part of the marketing
team: this allowed me to practise and improve my copywriting skills. I
helped organise a sponsorship which allowed me to create banners and
leaflets as well as work with a client to improve my communication skills. I
created a banner ad for Spurling Cannon which was displayed in the
Charing horse races which helped me to work again to improve upon my
digital skills.
Year 1 examples
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I learnt about the different media industry careers – Media industry careers &
Industry task – this allowed me to gain an insight into the media industry and
the different jobs available. I was able to explore the different possible
careers as well as research professional companies.
I developed my writing skills -Writing Skills 1 & Writing skills 2 - Learning these
skills helped me to improve my writing and develop my knowledge.
I learnt the different methods of research – Research Methods 1 & Research
Methods 2 – these research methods allowed me to learn the best possible
way to conduct research and then apply this knowledge to my projects. For
example, I learnt that Quantitative research is a form of research in which
you ask closed questions that only have a yes or no answer, it is usually used
to gather statistics and measure the quantity of something, this research
method helped me to conduct successful surveys.
I developed design skills on Photoshop – Photoshop magazine production,
Photo editing development and skills, Colour theory & Photoshop Skills – these
skills helped me with the process of editing my campaign images.
I created my own magazine. I designed all of the graphics and created all
the content. FMP Year One
Copywriting – This session allowed me to understand the genre my project
surrounded. I was able to learn about the importance of word choice when
writing tag lines etc.
Year 2 examples
I learnt how to write in different mediums & styles – Writing skill development,
Documentaries, Theatre, and Film – Learning how to write in different genres
allowed me to understand the importance of different writing skills and how
to apply them within different tasks and scenario’s.
I successfully wrote a documentary script.
I developed my journalistic skills and wrote an article on Fast fashion and
Consumer trends.
I designed and developed a children’s card game – Top trumps design, Top
Trumps
I developed my Photoshop skills further – Top trumps design 1, Photoshop skills,
Colour schemes for top trumps
I also learnt about typography and how it works in industry. This massively
helped me by teaching me about brand aesthetic and how vital typography
is within this – I was able to understand that only one or two fonts must be
Department of Media and Communication
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consistently used in order to keep up a brands image and ensure it is
presented professionally.
Over the duration of the last two years I have gained a massive insight into
journalism and the media world. This knowledge has allowed me to gain a
number of skills ranging from writing skills like showing vs telling to print skills
like Photoshop and InDesign: having these skills will be a great use to me in
my FMP due to its creative concepts such as the campaign I am going to
create within editing photos and developing banner ads.
What is my project about?
The overall marketing umbrella covers advertising, public relations, promotions
and sales. Marketing and advertising is in everything we look at nowadays but
because we are so used to seeing it we have become immune to realising it.
It is a massive part of any business and can actually determine whether they
are successful in the long run, most companies rely on strong advertising in
order to attract consumers and really strive.
Over the last year ethical morals have really began to stand out within society.
More vegetarians and vegans are around and vegan restaurant’s, like
Farmacy in Notting Hill, and healthy cafes, like Elan café, are launching
everywhere. However although ethical standards have risen in the lifestyle
elements of how we live they are still widely missing within the fashion industry.
Slave labour is still used by most fashion companies and there is a huge lack of
ethical brands and the shops that have gone ethical tend to make a massive
dent in anyone’s bank account.
My project was about reaching this gap in the market by creating an ethical
brand that is morally correct but still affordable to the everyday person.
My role in the project is writer, marketer, merchandiser, designer, editor,
photographer and stylist.
Why my project is important?
My project is important on a wider scale because marketing and advertising
is a vital part of a business and can determine whether or not it is successful in
the long run. Most companies rely on successful marketing/advertising in
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order to strive. The overall marketing umbrella covers advertising, public
relations, promotions and sales.
The project is important to me personally because it links to the career I
would like to peruse in the future. I am planning on studying fashion
merchandising at university and therefore this project can act as a stepping
stone to equip me with some of the skills and knowledge I will need at
university.
My project is also important on a wider level because of the environmental
issues at heart. My brand is ethical and therefore explores eco-friendly
production methods that are undamaging to the planet. Due to the severity
of environmental issues around the world today, my project is exploring a
political and environmental issue whilst also looking at the fashion industry.
My Research Plan
Table 1- My Research Plan
FMP - RESEARCH PLAN No of
Words
Interest/Topic/Theme 150
The main interest behind my project is the fashion industry. The
hypothesis I have chosen to research for my report is ‘How does
a fashion brand create a successful sales campaign?’ I chose
this question to lead my research because it highlights the main
interest behind my project: fashion, in particular merchandising
and marketing.
LO 4.1
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The topic behind my project is fashion branding and
merchandising. I decided to use this as my main topic of interest
because of the content I planned to create, the main basis of
my project is creating a fashion brand alongside a business plan
and campaigns.
My theme is fashion and marketing, alongside merchandising
and branding.
Throughout my research I will be using a variety of different
methods and resources, the main resource I plan to use is the
internet as I plan to look up a collection of campaigns and
industry professionals along with look up fashion campaigning
itself in order to extend my knowledge of both the topic and
theme of my project.
The sources I am using to carry out my research are:
Online Research – I used the internet as a resource for my
research in order to look into four industry professionals. I did this
as a way of gaining knowledge in the industry and
understanding what jobs there are and the skills they require. I
also used the internet as a source to investigate different
campaigns and what makes a good and bad campaign. I also
used the internet to analyse brand websites and web analytics.
Survey Monkey – I used Survey Monkey as a research method
because it allowed me to gain input from the general public. I
was able to understand what they were unsure of throughout
the fashion industry and then apply this knowledge so I can meet
the needs of my target audience. Survey Monkey also helped
me to analyse numerical data in order to gain information for my
research.
Mood Boards - I created the two mood boards as a way of
comparing highstreet and luxury shopping experiences. The
focus of the moodboards was too allow me to understand the
differences between competetors – I wanted to find out if luxury
and highstreet campaigns were different, If luxury brands used
more luxurious fonts and edits on their imaging and wether the
campaigns projected the difference in price by looking more
luxe or more affordable.
Mind Maps – I used the mind maps as a resource in order to learn
more about industry professional’s job roles and as a way of
understanding the characteristics of a good and bad
campaign. By understanding what makes a campaign good
and vice versa, I will be able to identify a successful campaign
and also understand my hypothesis more.
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Analyse two fashion campaigns – This method helped me to look
into different campaigns and be able to spot visual details
between them. I did this to gain a deeper understanding of the
chracteristics dispalyed within a campaign and as a way of
being able to idnetify how they work.
Focus Group - I conducted the focus group by asking a group of
classmates their opinion on my idea. My focus group was a
female deographic of 17-20 year olds. The focus group was
helpful because it allowed me to understand my hypothesis from
different points of view. The focus group taught me to use more
specific terminology within my question in order to make it more
related to my topic.
Analysing a brands website – This research method helped me to
understand how an online shops website works and how to
identify its strengths and weaknesses. I decided to do this
because it allowed me to gain an insight into what goes on
behind an online brand as well as the opportunity to look at
things I would potentially edit on my website in my final project. I
think to look at the website for the consumers eye, I was able to
see things I wouldn’t if I were the one creating it.
Discussion with Copywriter – I spoke to a copywriting professional
about what makes a good campaign. This helped me to
understand the good and bad characteristics of a campiagn
and also helped me to gain a further understanding of the
industry.
The primary research methods were:
Survey Monkey
Focus Group
Mind Maps
Mood Boards
Discussion with Copywriter
The secondary reseach methods were:
Analysing a brands website
Analyse two fashion campaigns
Online Research
Analyse two fashion campaigns
Mood Boards
Why is it important? - Importance 100
My project is important on a wider scale because marketing and
advertising is a vital part of a business and can determine
whether or not it is successful in the long run. Most companies
rely on successful marketing/advertising in order to strive. The
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overall marketing umbrella covers advertising, public relations,
promotions and sales.
The project is important to me personally because it links to the
career I would like to peruse in the future. I am planning on
studying fashion merchandising at university and therefore this
project can act as a stepping stone to equip me with some of
the skills and knowledge I will need at university.
My research question(s) 100
My research question for this project is ‘How does a fashion
brand create a successful sales campaign? ‘
I chose this question as the leader of my research because I am
very interested in the fashion industry especially fashion
merchandising and marketing. Fashion merchandising involves
developing campaigns, displays and advertisements, directing
manufacturing and marketing as well as creating sales strategies
for the fashion industry or the retail environment. I decided to
focus my research question on this topic as it will link to my
university choice. I plan on touching on most of the elements of
merchandising and marketing in my project by touching on web
analytics, web designs, and trend reports but most on particularly
campaigning.
Research Design 100
The subject I will be researching is fashion branding and
merchandising. I decided to use this as my main topic of interest
because of the content I planned to create, the main basis of
my project is creating a fashion brand alongside a business plan
and campaigns.
My theme is fashion and marketing, alongside merchandising
and branding.
Throughout my research I will be using a wide variety of different
methods and resources. The main resource throughout my
research will most likely be the internet as I plan to look up a
variety of campaigns and industry professionals in order to
extend my knowledge of the industry and fashion campaigning.
My target audience is a demographic of 15-25 year olds. The
brand will mainly lean towards the female spectrum of the adult
demographic ranging from younger girls to women however the
brand will also be suitable for the opposite gender. I think the
main way I will capture my audience is by finding a gap in the
market and then playing this to my advantage by creating a
brand that is meeting the wants of the consumer. By closing the
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gap in the market and giving the customer what they want I will
automatically entice my audience.
Literature (Proposed Sources – Harvard Format)
Please, copy this part straight into your Project Proposal.
Literature/Resources Review
This chapter is a collection of the resources I used when gathering for my
project and a review of how they have helped me with the development of
my project.
The concept of my project is to create a brand and then put together a
campaign and a business plan. This will involve coming up with the brand
itself, marketing the brand and working on the brands merchandising. The
research will be carried out in a variety of mediums: through secondary and
primary sources. I first plan to look into several magazines and books to
analyse campaigns and look at what characteristics make them successful
and what makes them unsuccessful. I also plan to conduct research through
interviews and a survey on Survey Monkey in order to gain an insight into
what appeals to my audience.
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CONCLUSION - Who/what was my inspiration? /Contextualisation of my study
The first of my findings that had an impact on my research were my Industry
professionals. The information I found acted as a way of gaining knowledge
in the industry and understanding what jobs are around and the skills they
require.
The first professional I explored was Maureen Chiquet.
Maureen Chiquet is a fashion businesswoman who was CEO of Chanel for 9
years.
Chiquet began her fashion career after graduating from Yale University in
1985. Following her graduation, Chiquet found herself working in the
marketing department at L’Oréal Paris. Her role in the marketing department
involved assisting to the manager and marketing team by helping with the
production of marketing materials and literature ranging from web content to
brochures and press releases. The role allowed Chiquet to put a foot into the
industry by gaining both experience and contacts. Following her position at
L’Oréal, Chiquet went on to work for the marketing and merchandising
teams at The Gap and Old Navy before bagging a role as president of
Banana Republic.
After gaining years of industry experience and increasing professionalism
Chiquet now found herself in 2003 and with a position in Chanel, one of the
biggest luxury fashion houses. The job was as president of US Operations. This
role involved overseeing day to day tasks that contribute to the growth of the
brand as well as strategic planning within the company and goal setting in
order to push the company into achieving its goals; these goals could range
from meeting successful turnovers, whether annually or quarterly to launching
a new product well.
After gaining 22 years of experience it was now 2007. Following five years as
president of US operations, Chiquet was now offered the position of Chanel’s
CEO. The role of CEO is the highest ranked executive position in a company.
The job has many responsibilities starting with making major corporate
decisions, managing the overall operations and resources of a company as
well as acting as the main link of communications between a brands board
of directors and corporate operations. This role is what made Maureen
Chiquet so highly known in the fashion industry and opened the doors to her
eventually being able to publish her book.
After 9 years as the CEO of Chanel news broke that Maureen Chiquet would
be stepping down. Chanel released a statement, following Chiquets
dramatic departure mid-way through Paris Fashion Week, admitting that
Maureen Chiquet had stepped down from her role “due to differences of
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opinion about the strategic direction of the company”. In the aftermath of
this statement, many rumours began to hit the circuit claiming Chiquet was
fired however none of this was ever confirmed.
After leaving Chanel, Maureen Chiquet went on to publish her book ‘Beyond
the Label: Women, Leadership and Success on Our Own Terms’. The book
charts Chiquets unlikely path from literature major to global chief executive,
giving guidance to readers on how she built her career and how they can
discover their own paths and leadership values.
CEO JOB TITLE – What is a CEO?
A CEO is the highest ranking executive position in a company or organisation.
The role involves making major corporate decisions, acting as a link between
company directors and corporates as well as keeping on top of the
company’s in house departments such as marketing and financing in order
to better the brand and ensure it has a positive growth. The role can be very
demanding and requires a great deal of experience and professionalism.
Why I chose this professional? – The links to my project.
I chose to research Maureen Chiquet as one of my industry professionals
because she is a very successful name within the fashion industry and her
direct links to the business sector work perfectly within my project. Her role as
CEO worked within many areas of fashion business allowed me to gain an
insight into how a brand is successfully run.
Maureen Chiquet also worked in merchandising and marketing prior to being
CEO at Chanel. Given merchandising is my main focus in my project, I
decided researching someone who worked within the industry would work
perfectly.
The next industry professional I explored was Paolo Cigoginini.
Paolo Cigoginini was a fashion marketer who rose up the career ladder to
eventually become Alexander McQueen’s Worldwide Marketing Director.
Paolo Cigoginini began his fashion career at Dolce and Gabana as an e-
commerce director. An e-commerce director is responsible for collaborating
with cross-functional partners in order to manage all aspects of the
ecommerce business including developing business plans, creating content
strategies as well as developing promotional campaigns and other online
marketing mediums such as web designs, web analytics and web
technologies. The role allowed Cigoginini to develop his marketing skills and
enhance his experience within the fashion industry. As well as running the
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ecommerce sector of the brand, Cigoginini also worked alongside the
worldwide communications and marketing teams.
Cigoginini also had a role as Communications director at Bottogea Venta.
This position acted as a pathway to his position at Alexander McQueen
because it is owned by the same company; French Conglomerate Kering.
Paolo Cigoginini got the job as worldwide marketing director at Alexander
McQueen at the end of 2016. He was the first to be employed by McQueen’s
new executive chief, Emmanuel Gnitzburger.
Cigoginini’s new role involves overseeing the production and development
of campaigns, merchandising store layouts and web designs, branding new
products in order to increase sales as well as working closely alongside
communications to keep on top of press releases, investor relations and PR.
Marketing Director Job Title- What is a marketing director?
A marketing director in the fashion industry is in charge of the brands
development and implementation, this is controlled by the production of
business plans and creation of brand strategies. Along with overseeing
marketing strategies such as campaigns, event planning, digital marketing
and PR. The role is very important in a fashion house as the way a brand is
marketed greatly impacts the company’s turnover by determining whether a
product sells.
Why I chose this professional? – The links to my project.
I chose to use Paolo Cigoginini as my second industry professional because
he works directly in the marketing sector. This meant learning the skills
required for his role could help me to gain an insight into marketing and
understand the skills I will need to apply to the marketing side of my project. I
think Cigoginini is a very interesting professional that has a very important
position in the fashion industry which also linked to my project because it
allowed me to gain an insight into the different roles within fashion marketing.
The next industry professional I chose to look into was Tomoko Ogura.
Tomoko Ogura is known worldwide for her role as fashion director at Barneys
New York.
Ogura began her career studying Economics at Dartmouth College.
Following her graduation, she managed to gain a role on Barney’s fashion
merchandising team as a merchandising assistant. As her skills began to
develop, she quickly climbed the career ladder and at just 29 found herself
becoming the huge, New York stores director.
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Ogura’s directing role involved her choosing which stock would appear in
store by attending fashion shows and presentations as well as looking through
portfolio’s and attending fashion fairs. The important executive role also
required her to develop the stores private label collection whilst also keeping
on top of monitoring the stores sales to help determine the type of stock to
launch in store.
Tomoko Ogura left her position in Barneys. After four years in the position, it is
said Ogura exited in order to take on a new opportunity.
Fashion Director Job Title – What is a Fashion Director?
A fashion director is in charge of managing the entirety of a store. They
decide what stock is launched and how the store is merchandised. They are
also dependant on monitoring sales in order to understand which stock is
selling. A fashion director is the top spot in a retailer – the position is
responsible for the daily running of the store as well as the other tasks
mentioned prior.
Why I chose this professional? – The links to my project.
I chose Tomoko Ogura as my third industry professional because her job
allowed me to pick apart the different roles within a retailer and really
understand what each one is responsible for. I also gained an insight into the
role of a fashion director and how again the fact she started out as a
merchandiser meant I had direct links to the basis of my project which
allowed me to collect information on skills I can take forward with me into the
production of my work.
The final professional I researched was Blogger and Influencer Sarah Ashcroft.
Sarah Ashcroft is a UK Fashion and Beauty Blogger.
Ashcroft began her Fashion career following graduating from FRA London.
Seeking a job in PR, Ashcroft launched her blog ‘that pommie girl’ as a
source for her interviews as she was regularly being asked by employers if she
had one.
The blog which was created purely to help Ashcroft gain a position in PR,
dramatically grew and Ashcroft found herself running it as a full time job.
Upon reaching 200k on social media, Ashcroft found herself with floods of
brands contacting her to promote their products with sponsored photos and
collaborations.
After her blogs dramatic growth, Ashcroft then went on to create a YouTube
channel in order to connect more directly with her followers.
After her massive growth on social media, Ashcroft then went on to
collaborate with several different brands ranging from Missguided to Pretty
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Little Thing. These collaborations put her name on the fashion map and lead
to her landing her own clothing line on etailer, In the Style.
Ashcroft went from PR enthusiast to Social media star to designer in the
shortest amount of time.
Blogger and Social Media Influencer Job Title – What is a blogger and
influencer?
A social media influencer and blogger is someone who collaborates with
brands in order to promote them and encourage people to buy products
from the brands. The job is one that is dependent on having a secure
following on social media platforms such as Instagram. The role requires
posting sponsored photos and videos reviewing products.
Why I chose this professional? – The links to my project.
I chose Sarah Ashcroft as my final professional because of her position within
the media. Social media is such a major platform today and I knew that I
would need to apply the media to my final project therefore by researching
Ashcroft I was also able to research social media and how the platform works
to help brands market and promote themselves.
Research Design
Introduction
The hypothesis I have chosen to research for my report is HOW DOES A
FASHION BRAND CREATE A SUCCESSFUL SALES CAMPAIGN? I chose this
question as the leader of my research because I am very interested in the
fashion industry especially fashion merchandising and marketing. Fashion
merchandising involves developing campaigns, displays and advertisements,
directing manufacturing and marketing as well as creating sales strategies for
the fashion industry or the retail environment. I decided to focus my research
question on this topic as it will link to my university choice. I plan on touching
on most of the elements of merchandising and marketing in my project by
touching on web analytics, web designs, and trend reports but most on
particularly campaigning. I will begin my pack with research into the fashion
industry as well as into merchandising and other related topics. I chose to use
this question in my report because it gives me the chance to explore the
LO 2.1 2.2 3.1 3.2 5.1 7.2
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fashion industry and really gain an insight into what makes a good
campaign.
Throughout my research I will be using a wide variety of different methods
and resources. The main resource throughout my research will most likely be
the internet as I plan to look up a variety of campaigns and industry
professionals in order to extend my knowledge of the industry and fashion
campaigning.
I started my research by creating a mind map linked to my hypothesis.
I created this mind map as a way of understanding the characteristics of a
good and bad campaign. By understanding what makes a campaign good
and vice versa, I will be able to identify a successful campaign and also
understand my hypothesis more.
I am planning to carry out primary and secondary research.
For my primary research I am going to create a survey on Survey Monkey. The
purpose of conducting this survey is to get the general public’s opinions on
the fashion industry and will allow me to understand what people already
know and what they do not. This will help because I will be able to connect
with my target audience more by introducing them to things they do not
know and that they want to know more about. I am also going to carry out a
focus group for my primary research. The purpose of a focus group is too gain
feedback and guidance on a piece of work. I conducted the focus group by
asking a group of classmates their opinion on my idea. My focus group was a
female deographic of 17-20 year olds. I wrote down my hypothesis and
placed it into the middle of the table. I then asked each persons opinion and
for feedback on how it can be improved. The focus group was helpful
because it allowed me to understand my hypothesis from different points of
view.
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For my secondary research I am going to research a group of industry
professionals. I decided to do this so I understand the different job roles within
the industry and to understand what the positions require you to do. This will
allow me to understand who carrys out what tasks when producing a
bussiness plan and fahsion campaigns, eventually meaning I will have an
understanding of what goes on behind the production of a fashion
campaign. I will also be using the internet and magazines as part of my
secondary research this will be to produce mood boards, analzyse reports
and so on. Secondary research may also come in the form of films, tv and
book related to my subject.
In the research process I am aware that problems may potentially arise.
These could potentially be if I am unable to find the information I need or if I
have problems with college software such as computers deleting work. To
prevent these problems happening I am going to enusre if I can’t ind a piece
of evidence for research I have the oppurtuinty and time to look for
something else that is related and could work well as research. I will prevent
any software problems by regulary saving and backing up my work.
Fashion merchandising involves developing campaigns, displays and
advertisements, directing manufacturing and marketing as well as creating
sales strategies for the fashion industry or the retail environment. I will begin
my research by looking into the fashion industry as a whole before looking
into separate areas such merchandising and marketing in order to be more
specific. I will then move onto create mood boards and research web
design. I then plan to look into what makes a good campaign and analyse
two different campaigns as a way of identifying what works well in a
campaign and what does not.
Research Questions
My research question for this project is ‘How does a fashion brand create a
successful sales campaign? ‘
I chose this question as the leader of my research because I am very
interested in the fashion industry especially fashion merchandising and
marketing. Fashion merchandising involves developing campaigns, displays
and advertisements, directing manufacturing and marketing as well as
creating sales strategies for the fashion industry or the retail environment. I
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decided to focus my research question on this topic as it will link to my
university choice. I plan on touching on most of the elements of
merchandising and marketing in my project by touching on web analytics,
web designs, and trend reports but most on particularly campaigning.
This question helped me to conduct my research because it allowed me to
identify different areas of interest that relate to my hypothesis and will be
helpful throughout my project. I decided what areas to research by looking
between the lines of my question and working out which parts are most
relevant?
‘How does a fashion brand create a successful sales campaign? ‘
Research Design Evolution
The purpose of my project was to explore the fashion industry, in particular
fashion merchandising.
For my project, I created a brand and then put together a collection of
campaigns and business plan.
The methods I used throughout my research were:
Online Research – I used the internet as a resource for my research in order to
look into four industry professionals. I did this as a way of gaining knowledge
in the industry and understanding what jobs there are and the skills they
require. I also used the internet as a source to investigate different
campaigns and what makes a good and bad campaign. I also used the
internet to analyse brand websites and web analytics.
Survey Monkey – I used Survey Monkey as a research method because it
allowed me to gain input from the general public. I was able to understand
what they were unsure of throughout the fashion industry and then apply this
knowledge so I can meet the needs of my target audience. Survey Monkey
also helped me to analyse numerical data in order to gain information for my
research.
I need to look into different
fashion houses and brands to
see how they format
campaigns and develop
marketing strategies.
I need to identify the
characteristics and traits of a
successful campaign in order to
understand how a successful
campaign is created and run.
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Mood Boards - I created the two mood boards as a way of comparing
highstreet and luxury shopping experiences. The focus of the moodboards
was too allow me to understand the differences between competetors – I
wanted to find out if luxury and highstreet campaigns were different, If luxury
brands used more luxurious fonts and edits on their imaging and wether the
campaigns projected the difference in price by looking more luxe or more
affordable.
Mind Maps – I used the mind maps as a resource in order to learn more about
industry professional’s job roles and as a way of understanding the
characteristics of a good and bad campaign. By understanding what makes
a campaign good and vice versa, I will be able to identify a successful
campaign and also understand my hypothesis more.
Analyse two fashion campaigns – This method helped me to look into
different campaigns and be able to spot visual details between them. I did
this to gain a deeper understanding of the chracteristics dispalyed within a
campaign and as a way of being able to idnetify how they work.
Focus Group - I conducted the focus group by asking a group of classmates
their opinion on my idea. My focus group was a female deographic of 17-20
year olds. The focus group was helpful because it allowed me to understand
my hypothesis from different points of view. The focus group taught me to use
more specific terminology within my question in order to make it more related
to my topic.
Analysing a brands website – This research method helped me to understand
how an online shops website works and how to identify its strengths and
weaknesses. I decided to do this because it allowed me to gain an insight
into what goes on behind an online brand as well as the opportunity to look
at things I would potentially edit on my website in my final project. I think to
look at the website for the consumers eye, I was able to see things I wouldn’t
if I were the one creating it.
Discussion with Copywriter – I spoke to a copywriting professional about what
makes a good campaign. This helped me to understand the good and bad
characteristics of a campiagn and also helped me to gain a further
understanding of the industry.
The primary research methods were:
Survey Monkey
Focus Group
Mind Maps
Mood Boards
Discussion with Copywriter
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The secondary reseach methods were:
Analysing a brands website
Analyse two fashion campaigns
Online Research
Analyse two fashion campaigns
Mood Boards
Target audience
My target audience is a demographic of 15-25 year olds. The brand will
mainly lean towards the female spectrum of the adult demographic ranging
from younger girls to women however the brand will also be suitable for the
opposite gender. I think the main way I will capture my audience is by finding
a gap in the market and then playing this to my advantage by creating a
brand that is meeting the wants of the consumer. By closing the gap in the
market and giving the customer what they want I will automatically entice
my audience.
I decided upon this target audience by looking into what appeals to
particular demographics, for the purpose of this section of the portfolio I put
together a PowerPoint based on my target audience and my process of
identifying it.
Target Audience – PowerPoint
Skills and techniques
In order to conduct my project I needed a selection of skills and techniques.
They were:
- EDITING
- PHOTOGRAPHY
- COPYWRITING
- DESIGNING
In order to understand what each skill required, I researched different industry
professionals. This helped me to gain an insight how to conduct different
elements within my own project.
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Production research
For my campaign images, I plan to have a classmate as my model. I spoke to
Rachel during class one day and asked if she would be happy to be the
model for my project.
Once she had confirmed I then went on to decide upon a date and
location.
After creating my brand and deciding upon my campaign style I know had
to plan my photoshoot.
The shoot I am carrying out is the photography for my campaigns as well as
for the website and for marketing purposes such as social media. I began the
preparation by deciding a date for the photoshoot and the location it is
going to take place this then allowed me to complete a hazard risk
assessment which would prevent anything from going wrong.
DATE – Thursday 10th May 2018
LOCATION – Clockhouse Park, Challock, Ashford, Kent
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I then put together a production schedule in order to stay on top of my work
load and meet the deadline.
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Project Action Plan and Timetable
Week Date
Week
Beginning
Activity / What you are intending
to do - including independent
study
Resources / What you will
need to do it - including
access to workshops
One
18/04/201
8
Write Proposal
Finish all Research
WordPress
Office Word
Two
25/04/201
8
Create brand
Start drafting campaign ideas
Pitch proposal to tutors
WordPress
Office Word
Three
02/05/201
8
Campaign
Business Plan
Photoshoot for campaign
WordPress
Office Word
Photoshop
Camera
Four
09/05/201
8
Edit photos
Campaign production
Business Plan
WordPress
Office Word
Photoshop
InDesign
Five
16/05/201
8
Finish campaign and business
plan
Begin evaluation
WordPress
Office Word
Photoshop
InDesign
Six
FINAL
WEEK
23/05/201
8
Finish evaluation
Present final product
WordPress
Office Word
Photoshop
InDesign
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Research Findings
FINDINGS:
Campaign analysis
My biggest finding in my research was discovered when I analysed the two
different campaigns. When comparing them I found out how campaigns can
visually be presented as well as gained an understanding of what makes
them good and what makes them bad.
I chose to look at one successful and one unsuccessful campaign as a
platform of understanding how campaigns work and how they are set out
and visually displayed as well as the different ways they can be launched,
ranging from interactive campaigns to simple posters.
I did this to gain a deeper understanding of the chracteristics dispalyed within
a campaign and as a way of being able to idnetify how they work.
The successful campaign I chose to study was the Burberry Kisses campaign.
This campaign launched in 2013 and was a partnership with Google. The
campaign was interactive and involved allowing consumers to send a
interactive kiss to anyone around the world. The idea of a kiss being sent
linked to Burberrys new lipstick launch yet allowed the consumer to interact
with the campaign in order to remember it.
I think the campaign is good because it is interactive – it allows the consumer
to really take part in it and therefore means it sticks out in their mind and
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they’ll remember it. I also think one of the biggest strengths within the
campaign was that it allowed people from all around the world to connect
with one another in a new exciting platform, the campaign allowed you to
send a message sealed with a burberry kiss! Overall the campaign was very
successful. In the first 10 days of the campaign going live 13,000 cities sent a
kiss and a total of 109 million miles were travelled by the kisses.
The unsuccessful campaign was Fashion Junkie by Sisley.
This campaign caused a lot of contravirsy upon its release. This was because
a wide range of people found it very offensive. They believed it almost
branded drugs as ‘fashionable’ and that displayed such an offensive image
around young audiences was not morally right.
However, I think although the campaign was offensive it still stuck out in
consumers minds because they were so offended by it! The contravirsy within
the image caused the campaign to be talked about a lot and spread
around the industry, meaning it got the publicity that the creators intended, it
just was not as positive as they had hoped.
Another finding I came across was the way a consumer views a website and
how important it is for a company to have a website that is easy to navigate.
I realised this when looking through Pretty Little Things website.
chose to analyse Pretty Little Things website as it as an independent e-tailer
that currently does not have an actual store consumers can visit. I analysed
the website by taking screenshots of the different pages such as home
screen, shop etc. I then cut out the images and stuck them into my research
book, then I wrote about the different options within the webpage. I decided
to do this because it allowed me to gain an insight into what goes on behind
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an online brand as well as the opportunity to look at things I would potentially
edit on my website in my final project. I think to look at the website for the
consumers eye, I was able to see things I wouldn’t if I were the one creating
it; I was able to see clashes in the colour themes on the website alongwith
prices that were hard to read.
Internet Marketing Book
I read a book by Alan Charlesworth titled ‘Internet Marketing’. I found the
Social media chapter of this book particularly useful, I was able to gain an
understanding of how the social media world works and how I can market
my brand to reach potential consumers. Charlesworth claims “social media is
perhaps one of the most fluid and dynamic aspects of the internet.” This
supports the idea of social media becoming the bane of marketing and
advertising.
I also learnt AIDAT. This is a method of how a consumer interacts with social
media marketing.
A – Attention (consumer becomes aware of a product or service)
I – Interest (It meets their needs so they seek more information)
D – Desire (It meets needs so they decide to buy it)
A – Action (they make the purchase)
T – Tell (they are pleased with the product or service so they go back online
and express their satisfaction)
This method of understanding how a consumer shops on social media helped
me to gain knowledge on the process that will occur once I have appealed
to a consumer. I was able to understand how vital it is to get a consumers
attention straight away which helped me to know how I should edit and
display my products.
Survey Monkey
I conducted a survey monkey interview based on consumer wants. I carried
out this survey as a means of understanding how I can appeal to my
consumer in order to make my brand of interest to them.
I asked the following questions:
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I decided to use these questions because they highlight all the vital points I
need to know about my consumer in order to meet what they want within a
brand and a product. The answers will help me to decide on a price range
for my brand as well as how to appeal to my consumer by looking into the
brands they already shop at and using this as inspiration.
My results:
Overall the results I collected were very helpful with the next stage of
developing my brand. They gave me an idea of how much my consumer
would be willing to pay, what appeals to my consumer as well as if my
consumer would be interested in shopping at an ethical brand.
The answers to the first question were very diverse. I found that each response
was different and I ended up with 25% for almost every possible option on the
multiple choice question.
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This allowed me to understand that every possible consumer is different and
that I would have to pick a consumer demographic that would appeal to
one range of customer rather than attempt to stretch across the whole range
of consumers.
My next question gave me
an insight into the type of
shops my potential
consumers would usually be
interested in.
The results of this question
again were all different but
gave me the basis of
starting market research to
see why the brands are
appealing to consumers
and then use this
information as inspiration for
my brand.
The next question asked if the consumer ever thinks about where there
clothing is being sourced – I got a 100% answer across the board on this
question. Each person answered with maybe, this confirmed to me that there
is definitely a gap in the market for an ethical brand and I can play this to my
advantage in order to appeal to my consumer.
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The fourth question gave me an insight into how much a consumer is willing
to spend on an item of clothing along with whether they would be happy to
pay more for ethically produced clothing.
As shown above this question received a solid 100% answer for yes. This
confirmed that my consumer will be happy to pay more when they know
that the clothing is being produced ethically. This suggested to me that a
way of marketing my brand to gain consumer interest is too highly play on
the fact that it is ethical and that by buying clothes from my brand the
customers are in fact helping the planet. This will appeal to my consumer
massively because every customer likes the idea that they are helping to do
something good because it makes them feel good.
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Photography
To conclude my research I also looked into photography.
I carried out this research by looking into a professional photographer and
one of his shoots as a method of understanding how photoshoots are
operated and carried out. I used a book titled ‘A guide to Teen Vogue’ to do
this.
The shoot was called ‘Cirque de chic’. The collection of images was inspired
by Bruce Davidson’s circus images along with a selection of books and
photos the director of the shoot had previously seen. This showed me how
vital research is and that even professionals use other people’s work as
inspiration for their own.
Copywriting
I also researched my writing style for the project in order to gain some more
knowledge on copywriting and also re-cap on what I had already leant. I
mainly looked back on older blog posts that explored a Copywriting session I
had in the first year. The session looked at writing adverts and coming up with
tag lines which was ideal for me to look back on because it linked directly to
the context of my project. The session also discussed Word Choice and
Syntax is important within copyrighting. I was able to remember the idea that
the choice of words is vital because it can be the reason why someone reads
or does not read your work. Word choice and syntax allows you to quickly
grab your reader’s attention and also advertise and market a product or
even another person effectively which is very important in my project. I was
able to discover the power of a word and how effective it can be when
marketing I realised this when trying to come up with my tag lines, I knew I
wanted a word that would grab the audience’s attention but was still simple
and straight to the point.
De-Cluttering and Word Choice – Writing Skills
This technique taught me how to avoid overwriting and ensure I only take
forward the necessary information. This was a massive help for me because in
previous projects I have always struggled when it comes to cutting down
work and taking out the less important parts: de-cluttering allowed me to be
able to identify the most relevant information and only take this forward, this
is a skill I will definitely ensure I continue using in the future, both at university
and in my future career. I think other than this my research process was
successful, I was happy with my findings and the information I collected
helped massively in the production of my project.
The skill of word choice helped me when it came to writing up my tag lines
and creating my campaigns. It taught me how important it is to link the word
you are using to your target audience in order to keep them interested. It also
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taught me how important it is to ensure the right language and terminology is
used throughout an advert or poster.
Below are my research posts, this explores my detailed research journey:
Week One
Week Two
Week Three
Week Four
Research Pack
Research Report
Data analysis
My research report includes relevant details on how I collected my data and
how it is relevant within the progression of my project.
Conclusion - How did the research help me with my project?
Research Report
My Project
Pre-Production
For my pre-production I created a PowerPoint then displays the entirety of my
production process, beginning with the creation of my brand itself and
concluding with the campaigns.
PRE-PRODUCTION
LO 3.1 4.1 5.1 7.1 7.2
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Production
The production elements of my project is the development and creation of
my brand. This process is detailed in a PowerPoint on Creating my Brand.
WEEK TWO PRODUCTION
WEEK THREE PRODUCTION
WEEK FOUR PRODUCTION
WEEK FIVE PRODUCTION
Post-production
The production elements of my project include the editing stages.
I edited a collection of photos for my campaign. This process is detailed in
the following blog post.
Photography – Production Process
Once the photos were edited they then were put in to action in my
BRANDING.
MY FMP – FINAL PRODUCT
This is my final business plan:
BUSINESS PLAN PROPOSAL – BE CLOTHING
FINAL CAMPAIGNS
LO 4.1 7.2
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Project Evaluation
Theme and Medium
The medium I have chosen for my final major project is fashion merchandising
and marketing within a business plan format.
The theme of my project was sustainability within the fashion world.
When it came to choosing my medium, I knew I wanted to choose one that
reflected my theme well whilst also summarised my hypothesis. I knew the
medium would have to include a template that would display my product
professionally, given the fact I knew I would be creating campaigns, I knew
that my medium template would have to be very visual in order to please my
audience.
I chose to have fashion as the theme behind my project because it is a topic
I am very interested in and an industry I want to peruse a career in. I
automatically knew that by choosing a theme that I projected obvious
passion towards I would already be slightly ahead of the game when it came
to researching the topic, I was able to quickly apply knowledge I already had
on the industry to my project alongside the research I conducted which
helped to make sure my work was of the highest possible quality. I also knew
when choosing my theme that because of my interest in the topic it would
be guaranteed that I focused all my concentration and effort on this
particular project because I wanted it to be successful: if I were to have
chosen a theme that I lack interest in, it is likely I would not have put as much
effort into it, I always think about this concept when deciding upon project
ideas, themes and mediums as I think it is very important to have an obvious
interest in whatever you are doing otherwise you will tire of the task and
become uninterested, causing the work to not be of the highest standard it
could potentially be. I chose to focus on sustainability in fashion because it
focused on the context of my project which was to create an ethical fashion
brand. I also chose this theme because the environmental issues going on in
the world are an extremely important yet controversial topic that I thought
would be interesting to explore.
The hypothesis I have choose to lead my research was HOW DOES A
FASHION BRAND CREATE A SUCCESSFUL SALES CAMPAIGN? I chose this
question as the leader of my research because I am interested in the fashion
LO 6.1 6.2
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industry especially fashion merchandising and marketing. Fashion
merchandising involves developing campaigns, displays and advertisements,
directing manufacturing and marketing as well as creating sales strategies for
the fashion industry or the retail environment. I decided to focus my research
question on this topic as it will link to my university choice. I touched on most
of the elements of merchandising and marketing in my project by
completing work on web analytics, web designs, and trend reports but most
on particularly campaigning.
I am overall very happy with the theme and medium I decided to use for my
project.
The medium allowed me to explore elements of the fashion industry I had
never before looked into, such as marketing and fashion styling, as well as
introduce me to new skills such as photography and editing alongside
business skills of brand management and how to go about starting up a
business, developing skills in finance and copywriting. Being introduced to
these skills is massively important as it allowed me to develop vital techniques
that will help me at university and potentially in my future career. I think by
using a medium that coincided with my future aspirations I was able to gain
such a variation of knowledge that I can take forward with me.
My theme of fashion was so open ended when I first began the project: it is a
huge industry that is constantly evolving which fascinated me. I knew I
needed to initially narrow down the concepts within the theme because the
industry is so broad. I decided to focus more within the marketing sphere
within the fashion industry because it is something I wanted to learn more
about whilst also linking to my future university course.
I quickly thought up my hypothesis, ‘How does a fashion brand create a
successful sales campaign?’ upon deciding my theme and medium which
meant I could focus my research on this particular element rather than
researching fashion as a wider concept. Choosing the theme of fashion was
very beneficial to me because it allowed me to explore an industry I am truly
interested in meaning I could extended my knowledge in order to prepare
myself for a future at university and a potential career in the future: I
personally think a theme that reflects the writers interests and aspirations is
vital within a project like this because it can both connect the reader to the
writer by allowing them to fully understand where the writer is coming from
whilst also allowing them to develop a bond to the writer through their
interests. Choosing a theme I have an interest in also meant I could use the
skills I would learn in the future which gave my project a direct long-term
purpose, whereas if I had chosen a theme and medium I had no interest in
and had learnt skills related to this, I would have developed techniques that I
would never use again which would, I think, be a waste of several months.
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I think my choice of theme and medium worked well for my final project. Both
linked to my future aspirations as well as my hypothesis. I was able to explore
new elements of the industry within both my theme and medium and also
greatly expanded my knowledge in fashion, marketing and business studies.
Research
I began my project by researching both my theme of fashion and medium of
marketing/merchandising in preparation for the production of my final
project.
Having decided to create a business plan for my own brand, I started my
research by creating a mind map that explored my hypothesis. I looked at
the characteristics behind good and bad sales campaigns. I created the
spider diagram as a way of understanding what makes a campaign
successful and vice versa. This understanding was vital in the production of
my campaigns because it ensured I understood what appealed to my
consumers and what would attract sales. If I had skipped this in my research it
is likely I would have potentially created a campaign that lacked the
characteristics of what the consumer desires, if I were to do this in a real life
circumstance I would have destroyed a brands sales by not reaching the
target customer. I was able to learn how vital it is to understand what the
customer wants and that it is the most important element of marketing, the
connection between a brand and the consumer is what drives sales and
without this bond a brand will fail to become successful.
I used a selection of primary and secondary resources within my research
process, this allowed me to gain both relevant information prior to the
production of my project whilst also allowed me to gain vital research skills. By
collecting information from a diverse range of sources I was able to create a
research pack full of relevant and helpful information which was extremely
helpful within the production of my project.
For my primary research I created a survey on Survey Monkey. The purpose of
conducting this survey was to get the general public’s opinions on the fashion
industry which allowed me to understand what people already knew and
what they didn’t. This helped because I was able to connect with my target
audience more by introducing them to things they do not know and that
they want to know more about.
For my secondary research I researched a group of industry professionals. I
decided to do this so I could understand the different job roles within the
industry and understand what the positions require. This allowed me to
understand who carries out what tasks when producing a business plan and
fashion campaigns, eventually meaning I had an understanding of what
goes on behind the production of a fashion campaign. This helped within the
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production of my project because I was able to identify the roles I would be
completing as well as understanding what skills I would be required to
complete. When looking at one particular photographer, I learnt the
importance of using the resources you have to your advantage. Reading an
analysis on one of his shoots gave me the idea of my photo shoot location,
this helped me massively because it gave me a spark of inspiration which
was vital within my process of production as I feel my final images would not
have turned out as well at a different location. I was able to understand from
this scenario how important it is to gain inspiration from industry professionals, I
now know that no one can come up with every detail themselves and that
gaining inspiration from others, whether they be a famous artist or friend, is a
vital part of anyone’s production process in any industry.
When starting my research process, I was aware of the problems that could
arise. One issue I considered was that I could potentially be unable to find the
information I need or have problems with college software such as
computers deleting work. To prevent any of this occurring I ensured to back
up my work as well as use a vast range of sources in order to gain a varied
spectrum of information from different places. By understanding the problems
that may arise I was able to develop my research skills by learning how vital it
is to ensure a wide variation of sources are used to gain a broader range of
information that is relevant to the project. I also was able to learn the
importance of backing up work. One problem I encountered was when I was
editing images on Photoshop: the programme froze and I lost several
completed images due to having not saved them. This loss of work, taught
me to always save a file after any changes are made and to ensure I back
up my work onto a drive or memory card. This is an important skill I plan on
taking forward in the future to avoid a similar problem occurring.
I created a research report that highlighted all of my findings and
methodology in further detail – RESEARCH REPORT
Overall I was happy with my research process. I think that I had collected
appropriate information by the end of the process however I did learn
throughout the chapter the vital skill of de-cluttering: this technique taught
me how to avoid overwriting and ensure I only take forward the necessary
information. This was a massive help for me because in previous projects I
have always struggled when it comes to cutting down work and taking out
the less important parts: de-cluttering allowed me to be able to identify the
most relevant information and only take this forward, this is a skill I will
definitely ensure I continue using in the future, both at university and in my
future career. I think other than this my research process was successful, I was
happy with my findings and the information I collected helped massively in
the production of my project.
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Pre – Production
I created a pre- production PowerPoint that explored the process of creating
my brand and the process of beginning the business plan.
For me, the pre-production element of my project was the most straight
forward. I knew exactly what needed to be done and how long I had to do it
due to having completed a production schedule. Because my project was
so visual I knew that my pre-production pack needed to explore potential
brand logos and consumer profiles alongside sample campaign ideas and
image production.
Through the pre-production section of my project, I was able to gain new skills
such as how to create a logo on Adobe illustrator and how to produce mock
up shop layouts and branding mock ups ranging from social media accounts
to banner ads. I also learnt how important mood boards and colour swatches
are within such a visual product, I had never before thought of how colours
can project what a brand is about however this project has taught me how
they can do just that and I now find myself looking at things from a much
more visual perspective, recognising how colours symbolise different traits
and meanings when they are displayed. For example, I learnt how a green
colour wheel relates to ethical morals such as recycling and nature and that
a darker brown to burnt orange colour spectrum can symbolise tribes in
Africa and India, relating to Fairtrade and ethics. I looked at the McDonalds
logo as an example of how colour reflects a brand: McDonalds use yellow
within their brand logo, the colour yellow is related to the sun and the sun is
perceived as happy which means McDonalds are projecting their brand as a
form of happiness by using this colour scheme. This skill has taught me the
importance of colour and how deep the meaning behind them can be.
My pre-production process was successful in my eyes, I produced a precise
PowerPoint that documented my development process well starting with
choosing my brand characteristics and ending with finalised campaign
images. I found the pre-production journey very enlightening, I never knew
how much happened behind the scenes of both a fashion brand and its
campaigns. The process, allowed me to understand how vital pre-production
is and the necessary skills required to ensure it runs swiftly. However, I do think
if I had more time I could have potentially continued the process by
developing the meaning behind my brand by extending the brand
statement and consumer profile boards, in the future I will consider the
importance of pre-production and make sure to schedule in more time for
the process when creating a time management plan. The reason I didn’t try
to spare more time during this project was because in last year’s final project I
discussed how poor I felt my time management was: I struggled to keep on
target and although I met deadlines I felt that I spent more time on some
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elements of the project when I should have focused more on other sections
therefore when completing this project I did not want to jeopardise my
schedule and face making the same mistakes I have in the past therefore I
decided to move forward with the project and leave my pre-production at a
point in which it was completed. I think any creator or writer of any piece of
work will always have something else they want to add or change, it will
never be completely perfect to them. This is a huge skill that the course has
taught me, I always wanted a piece to be completely perfected upon
starting the course but I have learnt that when working to a deadline it is a
vital skill to be able to accept something is done to a high enough standard
in order to keep on top of a work load and met deadlines on time, this is
something I will take forward with me in the future.
Production
My final product was a company business plan proposal for my own brand.
The production process was successful, I was able to keep on top of my work
load as well as develop my skills in software such as In Design and
Photoshop.
My process was quite simple as it mainly involved transferring the brand
statements and profile I had created during the pre-production process into
a business plan template. When I began doing this I thought it would be quite
simple but after creating the main file design I suffered a problem with the
software and the computer deleted everything I had saved, claiming the file
had become encrypted. Luckily, I had backed up my work due to an earlier
issue I had encountered and I was able to retrieve my work on a different
computer however several characteristics such as font size and image
placement had been flipped round, this was easy to resolve but did interrupt
my production schedule as it meant I had to spend more time on this
element rather than moving forward when I should have. Although, I was
pleased that I had not lost all of my work.
One thing I did struggle with within the production process, however, was the
writing process. Copywriting was not something I had dealt with much nor
had much experience in and when it came to writing the tag lines I was really
unsure of where to start. But after having a discussion with my tutors and
receiving feedback on one of my weekly evaluations (see below image) I
was able to understand just how simple the process could be.
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This comment allowed me to quickly realise that I was massively overthinking
what I was doing and that copywriting is a massive trial and error process, it
involves documenting whatever comes to mind and then going though and
editing everything at a later point. I began by writing down my brand name
and then using a thesaurus to look up words that related to my brands
characteristics, because I was creating an ethical brand I looked into the
idea of ‘green’ and ‘moral’ as well as the idea of a kind and caring individual
and the type of traits this person would portray. After a few attempts, I was
finally able to put together my initial tag line. I decided to use my brand
name to entice the consumer. I used ‘BE’ as the start of every tag line and
then added a trait. I choose to do this for two purposes, the first to keep it
quite clean as a link to the ‘cleanliness’ of my ethical brand and the second
as a marketing strategy, by using the repetitive tag line I could ensure that it
would stick out in a consumers mind, forcing them to remember the brand.
For example one tag line I came up with was ‘be fearless’ I decided to go
with this tag line because I felt that the short and precise context would
quickly appeal to the consumer, making them feel connected to the brand
through the characteristics within the tag line and cause them to want to buy
the product.
The rest of the production process was straight forward, it is explained in more
detail in the following blog posts –
WEEK ONE
WEEK TWO
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WEEK THREE
WEEK FOUR
WEEK FIVE
BRANDING MOCK UPS
Strengths and weaknesses
I am overall very happy with the final product I have created for my final
project. I think it meets the brief well by exploring my theme and medium in
detail.
I was initially quite shocked with how my project turned out, when I first came
up with the idea I thought it would be quite hard to produce and could
potentially go wrong if I struggled to adapt to the new software skills and
different writing technique, as copywriting was not something I had much
experience with.
I think the biggest strength within my project was the campaign images. I
really enjoyed the editing process and I believe that the photographs I
captured and edited turned out well and portrayed my brands traits well. My
photograph editing skills within Photoshop have grown dramatically within
the journey of producing this project. By using online tutorials and in sessions
with my tutor I have been able to develop my knowledge and gain some
really handy editing techniques such as drop shadowing and adjustment
layers. The editing process is explained further here.
I also believe my editing was a big strength within my project due to the
feedback I received from my tutor, Celia.
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Receiving this comment confirmed to me that my images had turned out
well.
I also think some other strengths within my project were:
The Tag Lines – having first struggled with the copywriting process, I think my
tag lines eventually ended up being one of the best parts within my project,
they explored my brand as a whole and I think really ended up portraying
the ‘be clothing’ as a brand and reaching out to the target consumers well. I
know this aspect of my project went well because of the following feedback.
The business plan layout – I think my final template for my business plan was
very successful and a massive strength within my project. I ensured I used a
lot of negative space in order to keep the document clean and professional
and I personally think it is just that. I created an in depth business plan with a
straight forward template with marketing strategies within. For example, I
made sure to use a continuous font size and style throughout and also used
my brand logo as a header on every page, this made the template more
professional because it showed repetitive branding throughout.
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I think my biggest weakness within my project was the process of importing
the file into a pdf. I struggled with how InDesign functioned and during my first
attempt I ended up leaving live content in the main spread which I then lost
in the spine when it was exported. I realised this after receiving feedback
from one of my tutors.
Upon receiving this comment I was not aware of the issue because I had not
looked back at the exported file, I had just uploaded it after being at a loss
for time. I quickly went back to rectify the problem. By realising the
importance of proof-reading content, this scenario taught me to always
check over a piece to avoid issues like this occurring again.
Another weakness within my project was:
My first research report – This report was the first element of the project I
created and I think this really shows. I ended up missing analytical errors such
as spelling upon proofreading which lowered the overall standard of work.
I think a massive skill I have learnt from this is that every piece of work I
complete needs to be of the highest quality it can be. After realising the
errors, I went back and amended the work and I am now much happier with
the final piece after correcting any spelling mistakes and also adding some
more content such as an analysis of a marketing book and a profile of a high
profiled fashion photographer.
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Summary Evaluation – The process
When looking at my project at an entirety, I am really pleased with the
product I have created. I think my business plan looks professional and has
explored everything I stated I wanted to in my proposal. The business plan
itself, is clear and concise: I think it is well developed and documents the final
stage of my journey well. I am ecstatic with how it turned out: my images
fitted the brand perfectly and I feel the brand is portrayed well throughout.
The process of my project has run swiftly and I believe I have met all of the
objectives within the brief to a high standard. I think that the process I have
carried out over the last few months has been documented well within this
portfolio and selected weekly blogs. I have been able to identify my strengths
and weaknesses as well as clearly understand the skills I have learnt yet also
developed.
I am overall very happy with my final submitted product.
APPENDICES
Extended project in creative media production Learning Outcomes and
Assessment
1. be able to initiate and develop a creative media production project
proposal.
1.1. Use critical and contextual perspectives to initiate a creative
media production project proposal.
1.2. Use analysis and evaluation to clarify and develop ideas for a
creative media production project proposal.
2. be able to use research, analysis and evaluation to develop solutions for
creative media production project.
2.1. Use research to support the development of a creative media
production project.
2.2. Use analytical and evaluative skills to develop creative solutions to
realise a media production project.
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3. be able to solve practical, theoretical and technical problems in a
creative media production project.
3.1. Solve practical and technical problems within a creative media
production project.
3.2. Solve theoretical problems within a creative media production
project.
4. be able to plan, organise and produce a creative media production
project.
4.1. Demonstrate the ability to plan, organise and produce a creative
media production project within an agreed timeframe.
5. be able to use practical methods and skills in a creative media production
project.
5.1. Demonstrate the exploration, adaptation and application of
practical methods and skills in the realisation of a creative media production
project.
6. be able to use evaluative and reflective skills in the production of a
creative media product.
6.1. Maintain evaluative and reflective records of the development
and production of a creative media project.
6.2. Use evaluative and reflective skills to make decisions for a creative
media production project.
7. be able to present a creative media production project.
7.1. Explore strategies to present a creative media production project.
7.2. Present a creative media production project to a specified
audience.
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