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As part of my studies I have explored the industry from the 1920's to understand how trends have evolved up to the present day as a result of consumer behaviours. My modules gave me the opportunity to analyse the future of fashion due to the advancement of technology, supply chains, brand extension, digital marketing tactics, data analytics, PR, a brands journey in a competitive market, environmental and economic factors, internationalisation and globalisation etc.

Data Analytics

After reviewing the data the purpose of this module was to understand the challenges and root causes Zara faces with returns. I also needed to understand if Zara's peers faced similar challenges or unique to them. The objective was to present solutions for the brand's consideration to reduce returns so the firm can improve customer satisfaction and profitability.

Fashion Retail Landscape and Environment

In this module, I evaluated the layers within the retail industry and how consumer shopping behaviours foreshadow the retail landscape and environment. My studies covered commercial, cultural, technological and anthropocentric.
My research enabled me to form a digital publication expressing how "buy now pay later schemes" are having a dramatic impact on consumers' well-being due to being in debt to keep up to date with fashion trends and overall contributing to wastage at a landfill site.

Work

Contextual Studies

Within this module, I analysed how fashion trends have evolved over time due to current environments and consumer needs.

My research focused on the 1920’s the decade of glitz and glam. I was intrigued to see how political, economical and technological factors impacted the fashion industry and how trends evolved.

Part of the module included analysing a fashion icon within the decade that contributed to the industry advancement and I chose fashion designer COCO Chanel.

PR & Promotion

In this module I analysed Dr Martens and formed a new campaign so they can continue to strive in the footwear market.

After reviewing their current camping and their target audience I proposed for the brand to release a wedding collection to add a touch of glamour to the brand and expand upon their personalisation.