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Grace
Waters

Fashion Business and Marketing Graduate

Work I've Produced

Final Project

Case Study

For my final project, I was tasked with creating my brief and deliverables, which I would then fulfil myself in the other half of my project. I created a research journal, marketing plan, brand guidelines, social media content, and a website design for an e-commerce brand that I created that would allow alternative designers and artists to sell their work on a platform specifically created for them. Somewhere that was not an oversaturated platform but would uplift those considering themselves alternatives. The platform would allow direct access to these types of products and would be in the best interests of the artists and designers, which would combat some competitors.

I conducted a case study titled 'Has the new age of social media destroyed personal style with a constant output of aesthetics?' This question had been pressing on me then, and it still is; it is ever-evolving and highly prevalent in the current climate. In this case study, I covered the rise in internet micro-trends, hyper-consumerism, the effects the COVID-19 pandemic had on fashion, fast fashion, and even the effects that AI is having on the fashion industry. It hasn't even been a year since I wrote this case study, and so much more has happened in relation to this topic that I could continue writing it.

View My Work

Gaming and Fashion

Further work I did in my final year included a brand collaboration project. Due to another love and hobby of mine, gaming, I thought of ways for the fashion and gaming worlds to collide. This led me to create a marketing and business plan for Comme des Garçons to collaborate with the video game Cyberpunk 2077. The idea was that Comme des Garçons would create original digital garments and digitise garments from their archive to be bought and worn in Cyberpunk, since character customisation is a prominent game feature. The collection would be available for a limited time and accessed by a purchase made by the player. I used my own experience as a player of the game and did primary research with around 200 players to gauge what they would like to see and if this was a possibility. The marketing plan that I created involved bringing aspects of the game to the real world in Comme des Graçon stores across the world, such as pop-up stores that look like the store in-game and holographic cherry blossom trees that would also replicate the ones seen in the game. This would all be alongside adverts on social media and collaborating with gaming content creators to help give the collaboration further reach.

Dr Martens Campaign

The final piece of work that I produced while at university was a campaign plan for Dr Martens. The campaign name was 'Why I Love', centred around creating different advertising videos. Some were edited in a way that fits more long-form content, such as TV and YouTube, and others are fit for Instagram and TikTok, alongside other forms of social media. The adverts would be using celebrities of all ages and professions with a history of wearing Dr. Martens and the average person (cast through an open casting call put out by Dr. Martens). The campaign would launch in the summertime and have the people featured in the advert stating facts and things they love about the brand, products, and services provided by Dr Martens.

I am about to complete my final year at university and graduate. I have studied Fashion Business and Marketing at the University of South Wales for the past three years. I love fashion, and my future ambitions are to work in the fashion industry, hopefully in social media or marketing. Outside of fashion, I love both the gaming and beauty industries and have enjoyed incorporating those other passions into my work to find different ways for those different industries to overlap. 

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I have previously worked as an associate at Victoria's Secret, where I learned many skills in bra fitting, sales, and visual merchandising. Working at Victoria's Secret has influenced my perspective on my future career and added nuance to my actions.

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After graduation, I plan to learn existing software that I'm familiar with while also learning new software. I also plan to learn about website design and continue to expand my work portfolio.

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