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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

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CONTENTS

CONTENTS.................................................................................................2LIST OF FIGURES......................................................................................4LIST OF TABLES........................................................................................4DEFINITION OF TERMS............................................................................4Unit 13/14 - Project Proposal.................................................................5

...........................................................................5Project Action Plan and Timetable........................................................8

.............................................................................................8Introduction..............................................................................................9

.............................................................................9The Background of my Project.........................................................10

Who am I?..........................................................................................10What did I learn on my course?.....................................................10

What is my project about?................................................................10Why my project is important?...........................................................11

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LO 4.1

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My Research Plan................................................................................11

........................................................................................11Literature/Resources Review...............................................................13

................................................................13Introduction.........................................................................................13Practitioners Report...........................Error! Bookmark not defined.

CONCLUSION - Who/what was my inspiration? /Contextualisation of my study......................................................13

Research Design....................................................................................14

.................................................14Introduction.........................................................................................14Research Questions............................................................................14Research Design Evolution................................................................14

Research Findings.................................................................................16

.......................................................................16Data analysis.......................................................................................16Conclusion - How did the research help me with my project?....16

My Project...............................................................................................17

..........................................................17Introduction.........................................................................................17Pre-Production....................................................................................17Production............................................................................................17Post-production...................................................................................17Presentation........................................................................................17

MY FMP – FINAL PRODUCT....................................................................18

................................................................................18Project Evaluation..................................................................................18

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APPENDICES............................................................................................19Extended project in creative media production Learning Outcomes and Assessment...............................................................19

1. Be able to initiate and develop a creative media production project proposal...............................................................................................192. Be able to use research, analysis and evaluation to develop solutions for creative media production project..................................193. Be able to solve practical, theoretical and technical problems in a creative media production project.......................................................194. Be able to plan, organise and produce a creative media production project.................................................................................................195. Be able to use practical methods and skills in a creative media production project...............................................................................196. Be able to use evaluative and reflective skills in the production of a creative media product.......................................................................197. Be able to present a creative media production project.................19

REFERENCES...........................................................................................20

LIST OF FIGURES

Figure 1- What is research........................Error! Bookmark not defined.Figure 2- How to ask good questions........Error! Bookmark not defined.Figure 3 - My exercise 1............................Error! Bookmark not defined.

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LIST OF TABLES

Table 1 - Project Proposal............................................................................6Table 2 - Project Action Plan and Timetable................................................9Table 3- My research Plan.........................................................................11

DEFINITION OF TERMS

FMP – Final Major ProjectUAL – University of the Arts London

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Unit 13 - Project Proposal

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Candidate Name Hannah SpurlingCandidate Number

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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.

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

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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.

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 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.

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.

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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+oxfr&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-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&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjIj46dnOnaAhUFTt8KHfl3B6QQ_AUICygC&biw=1366&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]

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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+kitchen+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=DocmqseVUqG8GM: [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&source=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_enGB795GB795&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=yZDhWrzvHoq5kwWvzr7ABQ&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&safe=active&ssui=on#imgrc=CeBFjp_xYLyyIM: [Accessed 26 Apr. 2018].

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=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-ab..0.2.138...0j0i8i30k1j0i24k1.0._IaOB8NznUY&safe=active&ssui=on#imgrc=CJGYTZYiI2kkl

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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=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-ab..0.2.138...0j0i8i30k1j0i24k1.0._IaOB8NznUY&safe=active&ssui=on#imgrc=yA9aAEn_nelHGM: [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+fashion&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#imgrc=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#imgrc=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_1ChTReQy8PhlIK7w0IOO4DfrxL0S8bN36O6AtLmCoSCb7PpvXnIYSsERyzj1XiGnD0KhIJwxNFYKqmXk4RP8K9N0bIrxwqEgnCfYDDJw0jdxGTXCcMQd113CoSCQXE38KFNF5DEYbG6CBQvIZQKhIJLw-GUgrvDQgRrSO9LUnpzLcqEgk47gN-vEvRLxE9Q2C1ZkFc3CoSCRs3fo7oC0uYEZuIeMTJ4r1E&tbo=u&sa=X&ved=2ahUKEwjB94jl7evaAhWFuBQKHeZmCPAQ9C96BAgBEBg&biw=1366&bih=662&dpr=1&safe=active&ssui=on#imgrc=VgY733s0jn6ZkM: [Accessed 6 Jun. 2018].

Penguin quote - Google.co.uk. (2018). Available at: https://www.google.co.uk/search?biw=1366&bih=662&tbm=isch&sa=1&ei=mjfsWviyLoPOgAaRp66QDQ&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=VB4IP

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UB4RR1YRM: [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=IDjsWtKBNpLWgQb8koPgAw&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=j2046W41OZfhJM: [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=hjjsWvSvMpOUgQbKn7OgDA&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=rXLpmyAhqIvNQM: [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=lzjsWrGdK5LWgQb8koPgAw&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.1.64.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=hTnsWsCULIeegAb2m7Nw&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=hTnsWsCULIeegAb2m7Nw&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=XjvsWvy4NITIgAb2i7j4BA&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?

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rlz=1C1GGRV_enGB795&biw=1366&bih=662&tbm=isch&sa=1&ei=QFzsWv3hK4iBgAbyzqvICw&q=travel+instagram+profile&oq=travel+instagram+profile&gs_l=psy-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=lnms&tbm=isch&sa=X&ved=0ahUKEwjl4srV7PjaAhWJL8AKHfi4APkQ_AUICigB&biw=1440&bih=745&safe=active&ssui=on#imgrc=Wb2nGbzAGwhYbM: [Accessed 6 Jun. 2018].

Katsu - https://www.google.co.uk/search?q=yasai+katsu&rlz=1C1GGRV_enGB763GB763&source=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_enGB763GB763&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjHp4DW7fjaAhVMDMAKHZ6YACgQ_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.1.64.img..13.6.324.0..35i39k1.0.RTSSzC8dprI&safe=active&ssui=on#imgdii=Dr1hUWkG6pntcM:&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=isch&sa=1&ei=LUzsWpqsM8PJgAao77mQCQ&q=classic+fashion+style&oq=classic+fashion&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=c5mIIfowlwaXjM:&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=isch&sa=1&ei=N0zsWu-lBqWBgAbTmKHICg&q=boho+fashion&oq=boho+fashion&gs_l=psy-

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https://www.google.co.uk/search?q=yasai+katsu&rlz=1C1GGRV_enGB763GB763&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj1m4Kh7fjaAhWGN8AKHasgAioQ_AUICigB&biw=1440&bih=745&safe=active&ssui=on



https://www.google.co.uk/search?q=wwf&rlz=1C1GGRV_enGB763GB763&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjl4srV7PjaAhWJL8AKHfi4APkQ_AUICigB&biw=1440&bih=745&safe=active&ssui=on



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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:CW8fDpYS5vVVIjgiFtJJfeeNaAiSqSZAhmeJNFeDna62CHefP2UtQFzoaUPKimahc_1amznye2gNkSuz_1z01OsaoEYSoSCSIW0kl9541oEQERpV8YhyRqKhIJCJKpJkCGZ4kRRO9TXaA7a2EqEgk0V4OdrrYIdxF0rw3OHF03NCoSCZ8_1ZS1AXOhpEUyOCfCR3GngKhIJQ8qKZqFz9qYRG_1pADM8-ilAqEgnOfJ7aA2RK7BHM3sa-MZdLXioSCf_1PTU6xqgRhEYVou-Xj9SIw&tbo=u&sa=X&ved=2ahUKEwjt5s_rhOzaAhUIGhQKHdObCZYQ9C96BAgBEBg&biw=1366&bih=662&dpr=1&safe=active&ssui=on#imgdii=PtOpKc5oCjZSpM:&imgrc=oDU4okRsQkCfuM: [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=isch&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=isch&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 WeekBeginning

Activity / What you are intending to do - including independent study

Resources / What you will need to do it - including access to workshops

One 18/04/2018

Write ProposalFinish all Research

WordPressOffice Word

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Two 25/04/2018

Create brandStart drafting campaign ideasPitch proposal to tutors


Three 02/05/2018

CampaignBusiness PlanPhotoshoot for campaign

WordPressOffice WordPhotoshopCamera

Four 09/05/2018

Edit photos Campaign productionBusiness Plan

WordPressOffice WordPhotoshopInDesign

Five 16/05/2018

Finish campaign and business planBegin evaluation


Six

FINAL WEEK

23/05/2018

Finish evaluationPresent final product


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

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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 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

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introduced me to skills such as word choice and active verbs which help me to get a point across succinctly.


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

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more knowledge and experience in this subject field prior to going to university.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

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one 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 SkillsThis 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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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.

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.


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

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Cannon which was displayed in the Charing horse races which helped me to work again to improve upon my digital skills. Year 1 examplesI 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 TrumpsI developed my Photoshop skills further – Top trumps design 1, Photoshop skills, Colour schemes for top trumps

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https://hannahspurlingjournalism.wordpress.com/2017/12/14/colour-schemes-celia/

https://hannahspurlingjournalism.wordpress.com/2017/12/14/creating-a-flower-in-illustrator-celia/

https://hannahspurlingjournalism.wordpress.com/2017/12/14/creating-a-flower-in-illustrator-celia/

https://hannahspurlingjournalism.wordpress.com/2018/01/19/creating-a-drop-shadow-in-photoshop-celia/

https://hannahspurlingjournalism.wordpress.com/2018/01/19/unit-10-evaluation-celia/

https://hannahspurlingjournalism.wordpress.com/2017/12/13/the-animals-celia/

https://hannahspurlingjournalism.wordpress.com/2018/01/26/consumer-behavior-why-do-we-follow-trends-draft-1-mini-article-1-of-2/

https://hannahspurlingjournalism.wordpress.com/2018/01/31/how-is-fast-fashion-impacting-the-environment/

https://hannahspurlingjournalism.wordpress.com/2018/02/07/documentary-script-final-draft/

https://hannahspurlingjournalism.wordpress.com/2017/10/10/week-three-film-greg/

https://hannahspurlingjournalism.wordpress.com/2017/10/24/%EF%BB%BFweek-four-theatre/

https://hannahspurlingjournalism.wordpress.com/2017/11/01/week-5-documentries-greg/

https://hannahspurlingjournalism.wordpress.com/2017/09/29/week-two-greg/

https://hannahspurlingjournalism.wordpress.com/2017/09/29/week-two-greg/

https://hannahspurlingjournalism.wordpress.com/2016/10/05/week-three-skills/

https://hannahspurlingjournalism.wordpress.com/2017/06/21/fmp-project-portfolio/

https://hannahspurlingjournalism.wordpress.com/2017/03/01/photoshop-skills-celia/

https://hannahspurlingjournalism.wordpress.com/2017/03/01/colour-theory-celia/

https://hannahspurlingjournalism.wordpress.com/2016/11/07/evaluate-explain-with-examples-photoshop-skills-development-alma/

https://hannahspurlingjournalism.wordpress.com/2016/10/31/photoshop-skills-magazine-covers/

https://hannahspurlingjournalism.wordpress.com/2016/10/11/qualitative-and-quantitative-research/

https://hannahspurlingjournalism.wordpress.com/2016/09/24/research-official-and-unofficial-1-1/

https://hannahspurlingjournalism.wordpress.com/2016/09/29/week-two-skills/

https://hannahspurlingjournalism.wordpress.com/2016/09/21/week-one-skills/

https://hannahspurlingjournalism.wordpress.com/2016/09/23/media-industry-task/

https://hannahspurlingjournalism.wordpress.com/2016/09/23/the-media-industry-mind-map-task/

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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 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?

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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 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 PlanFMP - RESEARCH PLAN No of

WordsInterest/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

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it highlights the main interest behind my project: fashion, in particular merchandising and marketing. 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 MonkeyFocus GroupMind MapsMood BoardsDiscussion with Copywriter

The secondary reseach methods were: Analysing a brands websiteAnalyse two fashion campaignsOnline ResearchAnalyse two fashion campaignsMood 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 overall marketing umbrella covers advertising, public relations, promotions and sales.

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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) 100My 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 100The 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 gap in the market and giving the customer what they want I will automatically entice my audience.

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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.

CONCLUSION - Who/what was my inspiration? /Contextualisation of my study

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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 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.

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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 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.

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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. 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.

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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 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?

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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 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.

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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. 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

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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 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.

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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.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

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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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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 MonkeyFocus GroupMind MapsMood BoardsDiscussion with Copywriter

The secondary reseach methods were: Analysing a brands websiteAnalyse two fashion campaignsOnline Research

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Analyse two fashion campaignsMood 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.

Production researchFor 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.

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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 2018LOCATION – 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.

Project Action Plan and Timetable

Week Date WeekBeginning

Activity / What you are intending to do - including independent study

Resources / What you will need to do it - including access to workshops

One 18/04/2018

Write ProposalFinish all Research


Two 25/04/2018

Create brandStart drafting campaign ideasPitch proposal to tutors


Three 02/05/2018

CampaignBusiness PlanPhotoshoot for campaign

WordPressOffice WordPhotoshopCamera

Four 09/05/2018

Edit photos Campaign productionBusiness Plan


Five 16/05/2018

Finish campaign and business planBegin evaluation


Six

FINAL WEEK

23/05/2018

Finish evaluationPresent final product


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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.

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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 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.

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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 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 BookI 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)

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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 MonkeyI 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:

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

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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.

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.

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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.

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

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massively because every customer likes the idea that they are helping to do something good because it makes them feel good.

PhotographyTo 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.De-Cluttering and Word Choice – Writing SkillsThis 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

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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.

Below are my research posts, this explores my detailed research journey:

Week OneWeek Two Week ThreeWeek Four Research PackResearch 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

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C:\\Users\\jspurling\\Desktop\\choosing-my-brand1 (1)23.pdf

https://studentthanetac-my.sharepoint.com/:w:/r/personal/20102494_student_eastkent_ac_uk/_layouts/15/Doc.aspx?sourcedoc=%7B28C2BE5B-EB40-4C35-90AA-BF9759B27DEF%7D&file=HOW%20DOES%20A%20FASHION%20BRAND%20CREATE%20A%20SUCCESSFUL%20SALES%20CAMPAIGN%20research%20report.docx&action=default&mobileredirect=true

https://studentthanetac-my.sharepoint.com/:w:/r/personal/20102494_student_eastkent_ac_uk/_layouts/15/Doc.aspx?sourcedoc=%7B28C2BE5B-EB40-4C35-90AA-BF9759B27DEF%7D&file=HOW%20DOES%20A%20FASHION%20BRAND%20CREATE%20A%20SUCCESSFUL%20SALES%20CAMPAIGN%20research%20report.docx&action=default&mobileredirect=true

https://hannahspurlingjournalism.wordpress.com/2018/04/04/research-report-greg/

https://hannahspurlingjournalism.wordpress.com/2018/04/04/research-pack-greg/

https://hannahspurlingjournalism.wordpress.com/2018/03/28/week-four-industry-professionals-fmp/

https://hannahspurlingjournalism.wordpress.com/2018/03/09/week-three-fmp-greg/

https://hannahspurlingjournalism.wordpress.com/2018/03/09/week-two-fmp-greg/

https://hannahspurlingjournalism.wordpress.com/2018/03/02/week-one-fmp-greg/

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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 PRODUCTIONWEEK THREE PRODUCTION WEEK FOUR PRODUCTIONWEEK 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

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C:\\Users\\jspurling\\Desktop\\BE. final campiagns.pdf

https://hannahspurlingjournalism.files.wordpress.com/2018/05/branding-be-clothing.pdf

https://hannahspurlingjournalism.files.wordpress.com/2018/05/branding-be-clothing.pdf

https://wordpress.com/view/hannahspurlingjournalism.wordpress.com

https://hannahspurlingjournalism.wordpress.com/2018/05/20/week-five-fmp-2/

https://hannahspurlingjournalism.wordpress.com/2018/05/18/week-four-fmp-2/

https://hannahspurlingjournalism.wordpress.com/2018/05/18/week-three-fmp-2/

https://hannahspurlingjournalism.wordpress.com/2018/05/04/week-two-fmp-2/

https://studentthanetac-my.sharepoint.com/personal/20102494_student_eastkent_ac_uk/Documents/choosing-my-brand.pptx

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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 industry especially fashion merchandising and marketing. Fashion

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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 production of my project because I was able to identify the

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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 REPORTOverall 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. Pre – Production

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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 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

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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.ProductionMy 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 ONEWEEK TWO

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https://hannahspurlingjournalism.wordpress.com/2018/05/03/creating-my-brand/

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WEEK THREEWEEK FOURWEEK FIVEBRANDING MOCK UPS

Strengths and weaknessesI 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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https://hannahspurlingjournalism.wordpress.com/2018/05/18/week-three-fmp-2/

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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.

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

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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. 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.

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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.

REFERENCES

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Tribal 2 – Google.co.uk. (2018). tribal colours - Google Search. [Online] Available at: https://www.google.co.uk/search?

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Four colour palette – Google.co.uk. (2018). African colour - Google Search. [Online] Available at: https://www.google.co.uk/search?

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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-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&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjIj46dnOnaAhUFTt8KHfl3B6QQ_AUICygC&biw=1366&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+kitchen+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=DocmqseVUqG8GM: [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&source=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_enGB795GB795&source=lnms&tbm=isch&sa=X&ved=0ahUKEwig8_G7nunaAhXFtlkKHScvAGgQ_AUICygC&biw=1366&bih=662&safe=active&ssui=on#imgrc=jRY6gIpSMAoMzM: [Accessed 6 Jun. 2018].

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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=yZDhWrzvHoq5kwWvzr7ABQ&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&safe=active&ssui=on#imgrc=CeBFjp_xYLyyIM: [Accessed 26 Apr. 2018].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=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-ab..0.2.138...0j0i8i30k1j0i24k1.0._IaOB8NznUY&safe=active&ssui=on#imgrc=CJGYTZYiI2kklM: [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=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-ab..0.2.138...0j0i8i30k1j0i24k1.0._IaOB8NznUY&safe=active&ssui=on#imgrc=yA9aAEn_nelHGM: [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+fashion&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].

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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#imgrc=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#imgrc=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_1ChTReQy8PhlIK7w0IOO4DfrxL0S8bN36O6AtLmCoSCb7PpvXnIYSsERyzj1XiGnD0KhIJwxNFYKqmXk4RP8K9N0bIrxwqEgnCfYDDJw0jdxGTXCcMQd113CoSCQXE38KFNF5DEYbG6CBQvIZQKhIJLw-GUgrvDQgRrSO9LUnpzLcqEgk47gN-vEvRLxE9Q2C1ZkFc3CoSCRs3fo7oC0uYEZuIeMTJ4r1E&tbo=u&sa=X&ved=2ahUKEwjB94jl7evaAhWFuBQKHeZmCPAQ9C96BAgBEBg&biw=1366&bih=662&dpr=1&safe=active&ssui=on#imgrc=VgY733s0jn6ZkM: [Accessed 6 Jun. 2018].

Penguin quote - Google.co.uk. (2018). Available at: https://www.google.co.uk/search?biw=1366&bih=662&tbm=isch&sa=1&ei=mjfsWviyLoPOgAaRp66QDQ&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=IDjsWtKBNpLWgQb8koPgAw&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=j2046W41OZfhJM: [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=hjjsWvSvMpOUgQbKn7OgDA&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=rXLpmyAhqIvNQM: [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=lzjsWrGdK5LWgQb8koPgAw&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.1.64.psy-ab..1.15.886...0i67k1.0.XokN8h6TW-k&safe=active&ssui=on#imgrc=MqKmaQU4PwCv8M: [Accessed 6 Jun. 2018].

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Santorini - Google.co.uk. (2018). Available at: https://www.google.co.uk/search?biw=1366&bih=662&tbm=isch&sa=1&ei=hTnsWsCULIeegAb2m7Nw&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=hTnsWsCULIeegAb2m7Nw&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=XjvsWvy4NITIgAb2i7j4BA&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=isch&sa=1&ei=QFzsWv3hK4iBgAbyzqvICw&q=travel+instagram+profile&oq=travel+instagram+profile&gs_l=psy-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=lnms&tbm=isch&sa=X&ved=0ahUKEwjl4srV7PjaAhWJL8AKHfi4APkQ_AUICigB&biw=1440&bih=745&safe=active&ssui=on#imgrc=Wb2nGbzAGwhYbM: [Accessed 6 Jun. 2018].

Katsu - https://www.google.co.uk/search?q=yasai+katsu&rlz=1C1GGRV_enGB763GB763&source=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_enGB763GB763&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjHp4DW7fjaAhVMDMAKHZ6YACgQ_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.1.64.img..13.6.324.0..35

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i39k1.0.RTSSzC8dprI&safe=active&ssui=on#imgdii=Dr1hUWkG6pntcM:&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=isch&sa=1&ei=LUzsWpqsM8PJgAao77mQCQ&q=classic+fashion+style&oq=classic+fashion&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=c5mIIfowlwaXjM:&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=isch&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:CW8fDpYS5vVVIjgiFtJJfeeNaAiSqSZAhmeJNFeDna62CHefP2UtQFzoaUPKimahc_1amznye2gNkSuz_1z01OsaoEYSoSCSIW0kl9541oEQERpV8YhyRqKhIJCJKpJkCGZ4kRRO9TXaA7a2EqEgk0V4OdrrYIdxF0rw3OHF03NCoSCZ8_1ZS1AXOhpEUyOCfCR3GngKhIJQ8qKZqFz9qYRG_1pADM8-ilAqEgnOfJ7aA2RK7BHM3sa-MZdLXioSCf_1PTU6xqgRhEYVou-Xj9SIw&tbo=u&sa=X&ved=2ahUKEwjt5s_rhOzaAhUIGhQKHdObCZYQ9C96BAgBEBg&biw=1366&bih=662&dpr=1&safe=active&ssui=on#imgdii=PtOpKc5oCjZSpM:&imgrc=oDU4okRsQkCfuM: [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=isch&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=isch&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].

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