Yours Truly was a marketing campaign I created for ASOS. It involves a truly customisable top where you can change the colour, fit, neckline, sleeves and much more. The purpose of the campaign was to boost ASOS’s conversion rates. Promoting the product launch included interactive social media advertisements and interactive digital screens in London.
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For my Final Major Project at university I wrote and responded to my own brief. The brief was to expand and re-brand the company Wolf & Moon to take it from an online jewellery retailer to a sustainable accessories brand. This involved designing and creating a new range plan for Wolf & Moon, including adding bags, which were previously not sold by the company. It also involved promoting the rebrand and changing public perception of the brand.
I started by doing research into the accessories market and found that handbags are by far the most popular fashion accessory. I also researched the predicted accessory trends for 2020 on WGSN and used the results to help design the range plan. Sustainability was also a big factor when designing the range as only sustainable materials were used. The range is designed to offer something for everyone but have a coherent and clearly recognisable feel.
After creating the new range plan, I created a promotional activity strategy to help change the perception of the brand. This involved various social media advertisements, redesigning the website, and different events to spread the word.
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Coventina is a hypothetical beachwear shop I created, driven by a passion for the sea and beach. The project was responding to a brief for creating a range and assortment buying plan and visual merchandising scheme for a new brand concept store, using Patagonia as an anchor brand.
I decided to focus on the surfing products at Patagonia and the ethics of the brand to create a beachwear shop committed to sustainability. Coventina’s purpose is to provide high quality beach garments that will last. There was also a space in the store where customers could get damaged wetsuits repaired to help minimise textile waste.
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Athluxe was a group project responding to a live brief, working with a fashion wholesaler to create a brand and pop-up shop. This involved coming up with the brand, choosing product, store planning, visual merchandising, marketing and actually opening the shop to the public. This was a great opportunity to work with a real wholesaler and produce an actual physical outcome.
For a project summary please click the PDF icon or click the image for more examples.