Entrants into the Fashion Marketing Award have submitted a digital report format which creatively demonstrates their knowledge of the stages and promotional methods required in launching a campaign for a new product / service. Meet the nominees below!
Abigail Parslow, University of Westminster
Growing up on the Isle of Wight, it was important to me to incorporate it within my nal campaign, hence I focused on the Isle of Wight brand Rapanui. After extensive research into the swimwear market and the polluting nature of the majority of swimwear options, I based my campaign on a hemp-based swimwear alternative as an extension for Rapanui. The extension line’s name RUKU stems from the Rapa Nui language, with RUKU meaning “to dive into water”, representing the brand values both literally and metaphorically.
Annie Taylor, Nottingham Trent University
The issue concerning sobriety is that it’s either coined boring, or aimed at recovering alcoholics; an established equilibrium has not yet been met within the social sphere. My final research project exposed that despite acknowledging the negative implications of alcohol, young professionals are continuing to consume it without desiring to. For example, given that social events are often assisted by alcoholic substances, factors such as the fear of missing out or societal pressure are encouraging its consumption. This is exacerbated by the fact that non-alcoholic options within social environments are not attributed with the same level of sophistication as alcoholic beverages. Subsequently, self-care regimes and healthy lifestyles become disrupted. Thus, I have devised a business plan for a new business to mitigate these issues.
Elixir is an innovative alcohol-free bar which provides young professionals high-quality alcohol-free beverages and arcade games to promote the same experience for drinkers and non-drinkers within the social sphere. It further aims to reinvigorate sobriety by elevating the positives that can be acquired, such as no hangover, rather than the negatives. The concept has been justified through rigorous market and current consumer behaviour research, wherein there is established demand for the business.
Ingerid Danielsen, University for the Creative Arts Epsom
Mindfuel is a DIY knit kit with the mission to introduce knitting as a mindfulness activity to Scandinavian females. A massively clear path that is highlighting the importance and need for more wellness driven brands on the Scandinavian market, has been investigated and in-depth studied through primary and secondary research.
Mindfuel will launch with 10 different knit kit designs; 8 sweaters, in addition to a hat and a scarf as easy beginner options. The knit kits can be purchased online through the Mindfuel E-commerce platform. You simply pick your favourite knitwear design in our Mindfuel online store, choose your preferred colours, and then everything you could possibly need to create this beautiful garment will show up on your doorstep in only a couple of days, beautifully wrapped in one of our Mindfuel boxes.
Jelizaveta Niznikoskaja, De Montfort University
A marketing plan was carried out to research into the lingerie brand Victoria’s Secret to ascertain new strategies to move the business forward. Victoria’s Secret is undoubtedly one of the most popular and influential lingerie retailers in the fashion world. It is known and recognised in every modern city where every woman dreams of being a part of the Angels’ era. Marketing activities are one of the factors that affects the brand’s financial and marketing situation. They also help to identify the target market and distinguish the brand from leading competitors. Based on the critical analysis of collected data, the findings support the idea that the lingerie brand should accept new marketing strategies towards diversity and promote a body-positivity spirit. The proposed marketing strategies will considerably encourage the brand to attract a new target audience. Indeed, new marketing strategies will boost the current reputation of Victoria’s Secret.
Latisha Campbell, University for the Creative Arts Rochester
Abundance PR is a fashion, lifestyle, marketing and events agency based in the heart of East London. They specialise in providing intricate, bespoke services for the arts community. With creativity, authenticity, integrity and soul. Specialising in brand redevelopment, sponsorship deals, specialist campaign strategies and press liaisons to optimise brand perception, they are reshaping PR for the next generation. ABUNDANCE PR believe in the power of the people. Expressing and using their voice through creativity. Whether that is music, fashion or art. Starting conversation doesn’t need to be perceived verbally. By supporting underground brands that want to tell real, authentic stories in the industry, that make people more consciously aware and influenced is our speciality. We utilise our knowledge and ethics to help our community thrive in the light, without losing control of the origin behind the brand.
Lowri Cooper, University of Brighton
Fairlight by Alexander McQueen is a childrenswear line specialising in beautiful, ethical and eco-conscious clothing for children aged 3-14 years. The diffusion line maintains the McQueen air of luxury, and explores core brand values such as fantasy and the wonders of the natural world.1 Fairlight draws attention to the playfulness of children and the opportunity to bridge the gap between comfort, style and sustainability within the luxury sector.
Fairlight by Alexander McQueen is committed to extending garments’ lifespans, producing designs that are trans- seasonal, unisex and adjustable to grow with the child. By focusing on classic fantasy and incorporating a natural aesthetic, the brand will visually encapsulate timelessness, with a nod to the on-going trend of nostalgia.
Megan Langridge, University for the Creative Arts Rochester
I have taken the opportunity in my final major project to launch my own music PR & Management business called Emmel. I will be working alongside young urban up-and- coming artists within the London area and helping to develop a strategy to promote their material to the media in order to gain recognition. Within this project, I decided to focus on helping push Emmel into the industry, and came up with the idea of hosting my own official live music event called Street Sounds.
Due to the current circumstances, this event has not taken place yet but for me to prepare for this event in the near future I have produced an marketing strategy that will showcase all my ideas for the event which will take place in July 2020. The strategy will include offline and online marketing strategies and also a promotional video that will launch before the event. I believe studying at UCA Rochester, enabled me to learn new skills in marketing, social media and PR which, when added to my skills, experience and interest in PR, music and live events will allow me to gain a stronger insight into the music industry as a whole.
Polly Dodds, Ravensbourne University London
Ever been to a sample sale for your favourite luxury brand, then felt completely overwhelmed by the chaos? Or you were sent an e-vite the day before but the sale was miles away and you had to work? Revo.co was founded with the aim to create the perfect sample sale experience for both the brands and consumers. We are your brand shiny new sample sale destination - an online platform selling items from global luxury brands. Our aim is to abolish the hassle, disappointment, sweat and tears of a traditional sample sale and allow you to nd totally braggable treasures from the comfort of your sofa. No need to get the elbows out to nd sample sale gold! Your favourite sample sale without the stress.
Rachel Langan, University of Huddersfield
“She” is an inspiring and engaging hub of interactive content and e-commerce for women, with female empowerment at its core. The hub is targeted to women between 16-30 years old within the UK. The hub will be created in an app format, which requires a subscription so that users can access tailor made content that is insightful and relevant to them. Each aspect of this project will promote “She” as the ultimate destination for an immersive and educational platform for female empowerment in the uk for the modern woman.
Rhianna Popat, University of Westminster
Just Renew it. Nike Renew is a brand new sneaker renewal service by Nike. The service allows consumers to repair their old sneakers, as well as renew their existing trainers through unique customisation. By introducing this new service, Nike have presented an opportunity for customers to buy into a project which in turn builds brand equity and enables Nike to pro t from the products future earnings beyond the first point of purchase. The campaign focuses on promoting the longevity of sneakers in order to maximise its value. Additionally, the campaign will provide information in order to educate customers on the proper care of their products. By providing this service, Nike will be the first footwear brand in the market to encourage consumers to repair & renew their shoes by restoring its value & purpose.