Department of Media and Communication...Department of Media and Communication 1 GO TO CONTENTS Hannah Spurling Year 2 – Creative Media & Journalism Unit 13– Extended Media Project

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 ...................................................................................................................... 2

LIST OF FIGURES ............................................................................................................. 4

LIST OF TABLES ............................................................................................................... 5

DEFINITION OF TERMS ................................................................................................... 5

Unit 13/14 - Project Proposal ...................................................................................... 6

......................................................................................... 6

Project Action Plan and Timetable .......................................................................... 16

........................................................................................................... 16

Introduction ................................................................................................................. 17

......................................................................................... 17

The Background of my Project ............................................................................. 18

Who am I? ............................................................................................................ 21

What did I learn on my course? ........................................................................ 24

What is my project about? .................................................................................... 26

Why my project is important? ............................................................................... 26

LO 1.1 1.2 4.1

LO 4.1

LO 1.1 1.2 4.1


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My Research Plan ................................................................................................... 27

........................................................................................................ 27

Literature/Resources Review .................................................................................... 31

............................................................................ 31

Introduction ............................................................................................................. 31

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

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

study ...................................................................................................................... 32

Research Design ........................................................................................................ 36

......................................................... 36

Introduction ............................................................................................................. 36

Research Questions ................................................................................................ 38

Research Design Evolution .................................................................................... 39

Research Findings ...................................................................................................... 45

.................................................................................... 52

Data analysis ........................................................................................................... 52

Conclusion - How did the research help me with my project? ...................... 52

My Project ................................................................................................................... 52

..................................................................... 52

Introduction .............................................................. Error! Bookmark not defined.

Pre-Production ........................................................................................................ 52

Production ................................................................................................................ 53

Post-production....................................................................................................... 53

Presentation .............................................................. Error! Bookmark not defined.

MY FMP – FINAL PRODUCT ......................................................................................... 53

.............................................................................................. 53

Project Evaluation ...................................................................................................... 54

LO 4.1

LO 2.1 2.2 3.1 3.2

LO 2.1 2.2 3.1 3.2 5.1 7.2

LO 5.1 6.1 6.2 7.2

LO 3.1 4.1 5.1 7.1 7.2

LO 4.1 7.2


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............................................................................................. 54

APPENDICES ................................................................................................................ 64

Extended project in creative media production Learning Outcomes and

Assessment .............................................................................................................. 64

1. Be able to initiate and develop a creative media production project

proposal. ............................................................................................................... 64

2. Be able to use research, analysis and evaluation to develop solutions

for creative media production project. .......................................................... 64

3. Be able to solve practical, theoretical and technical problems in a

creative media production project. ................................................................ 65

4. Be able to plan, organise and produce a creative media production

project. .................................................................................................................. 65

5. Be able to use practical methods and skills in a creative media

production project. ............................................................................................. 65

6. Be able to use evaluative and reflective skills in the production of a

creative media product. ................................................................................... 65

7. Be able to present a creative media production project. ...................... 65

REFERENCES ................................................................................................................. 65

LIST OF FIGURES

Figure 1- What is research .......................................... Error! Bookmark not defined.

Figure 2- How to ask good questions ....................... Error! Bookmark not defined.

LO 6.1 6.2


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Figure 3 - My exercise 1 .............................................. Error! Bookmark not defined.

LIST OF TABLES

Table 1 - Project Proposal ........................................................................................... 7

Table 2 - Project Action Plan and Timetable .......... Error! Bookmark not defined.

Table 3- My research Plan ........................................................................................ 27

DEFINITION OF TERMS

FMP – Final Major Project

UAL – University of the Arts London


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Unit 13 - Project Proposal

LO 1.1 1.2 4.1


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Candidate

Name Hannah Spurling

Candidate Number

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.


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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.

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.


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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 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.


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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.

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:


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+oxf

r&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-

https://www.google.co.uk/search



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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&sour

ce=lnms&tbm=isch&sa=X&ved=0ahUKEwjIj46dnOnaAhUFTt8KHfl3B6QQ_AUICygC&biw=13

66&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:


isch&sa=1&ei=qdXqWqnzCcPI_Qbc6LDADQ&q=skinny+kitchen+acai+cup&oq=skinny+kitc

hen+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=Doc

mqseVUqG8GM: [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&sour

ce=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_enGB7

95GB795&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=yZDh

WrzvHoq5kwWvzr7ABQ&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&saf

e=active&ssui=on#imgrc=CeBFjp_xYLyyIM: [Accessed 26 Apr. 2018].

https://www.google.com/search


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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:


isch&sa=1&ei=8uvqWvHsI4SvgQaHrJuwAg&q=fashion+instagram+jumper+dress&oq=fashi

on+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

M: [Accessed 6 Jun. 2018].

Lover - Google.co.uk. (2018). fashion Instagram jumper dress - Google Search. [Online]

Available at:


isch&sa=1&ei=8uvqWvHsI4SvgQaHrJuwAg&q=fashion+instagram+jumper+dress&oq=fashi

on+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_nelH

GM: [Accessed 6 Jun. 2018].

Fila girls - Google.co.uk. (2018). Instagram fashion - Google Search. [Online] Available at:


isch&sa=1&ei=YDPsWvm3KovOgQb_y5KgAQ&q=instagram+fashion&oq=instagram+fashio

n&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#i

mgrc=m9zAWrntM4XQ7M: [Accessed 6 Jun. 2018].

Giraffe - Google.co.uk. (2018). Available at:


&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#i

mgrc=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_1ChTReQy8PhlIK7w0IOO4DfrxL0S8bN36O

6AtLmCoSCb7PpvXnIYSsERyzj1XiGnD0KhIJwxNFYKqmXk4RP8K9N0bIrxwqEgnCfYDDJw

0jdxGTXCcMQd113CoSCQXE38KFNF5DEYbG6CBQvIZQKhIJLw-

GUgrvDQgRrSO9LUnpzLcqEgk47gN-

vEvRLxE9Q2C1ZkFc3CoSCRs3fo7oC0uYEZuIeMTJ4r1E&tbo=u&sa=X&ved=2ahUKEwjB94j

l7evaAhWFuBQKHeZmCPAQ9C96BAgBEBg&biw=1366&bih=662&dpr=1&safe=active&ss

ui=on#imgrc=VgY733s0jn6ZkM: [Accessed 6 Jun. 2018].


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Penguin quote - Google.co.uk. (2018). Available at:

https://www.google.co.uk/search?biw=1366&bih=662&tbm=isch&sa=1&ei=mjfsWviyLo

POgAaRp66QDQ&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=IDjsWtKBN

pLWgQb8koPgAw&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=j2046W41OZ

fhJM: [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=hjjsWvSvM

pOUgQbKn7OgDA&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=rXLpmyAhqI

vNQM: [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=lzjsWrGdK5

LWgQb8koPgAw&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.1.6

4.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=hTnsWsCUL

IeegAb2m7Nw&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=hTnsWsCUL

IeegAb2m7Nw&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=XjvsWvy4N

ITIgAb2i7j4BA&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=i

sch&sa=1&ei=QFzsWv3hK4iBgAbyzqvICw&q=travel+instagram+profile&oq=travel+inst

agram+profile&gs_l=psy-


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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=lnm

s&tbm=isch&sa=X&ved=0ahUKEwjl4srV7PjaAhWJL8AKHfi4APkQ_AUICigB&biw=1440&bi

h=745&safe=active&ssui=on#imgrc=Wb2nGbzAGwhYbM: [Accessed 6 Jun. 2018].

Katsu -

https://www.google.co.uk/search?q=yasai+katsu&rlz=1C1GGRV_enGB763GB763&sou

rce=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_en

GB763GB763&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjHp4DW7fjaAhVMDMAKHZ

6YACgQ_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:


&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:


&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.1.6

4.img..13.6.324.0..35i39k1.0.RTSSzC8dprI&safe=active&ssui=on#imgdii=Dr1hUWkG6pnt

cM:&imgrc=zjoMU5f03hOKjM: [Accessed 6 Jun.

The classicist - Google.co.uk. (2018). Available at:


sch&sa=1&ei=LUzsWpqsM8PJgAao77mQCQ&q=classic+fashion+style&oq=classic+fas

hion&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=c5mIIfowlw

aXjM:&imgrc=Y6EREqOnF1bHQM: [Accessed 6 Jun.

Bohol - Google.co.uk. (2018). Available at:


sch&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:CW8fDpYS5

vVVIjgiFtJJfeeNaAiSqSZAhmeJNFeDna62CHefP2UtQFzoaUPKimahc_1amznye2gNkSuz_

1z01OsaoEYSoSCSIW0kl9541oEQERpV8YhyRqKhIJCJKpJkCGZ4kRRO9TXaA7a2EqEgk0V

4OdrrYIdxF0rw3OHF03NCoSCZ8_1ZS1AXOhpEUyOCfCR3GngKhIJQ8qKZqFz9qYRG_1pA

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



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=starbucks+almond+milk+latte&rlz=1C1GGRV_enGB763GB763&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjHp4DW7fjaAhVMDMAKHZ6YACgQ_AUICygC&biw=1440&bih=745&safe=active&ssui=on





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CONTENTS

DM8-ilAqEgnOfJ7aA2RK7BHM3sa-MZdLXioSCf_1PTU6xqgRhEYVou-

Xj9SIw&tbo=u&sa=X&ved=2ahUKEwjt5s_rhOzaAhUIGhQKHdObCZYQ9C96BAgBEBg&bi

w=1366&bih=662&dpr=1&safe=active&ssui=on#imgdii=PtOpKc5oCjZSpM:&imgrc=oDU

4okRsQkCfuM: [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=is

ch&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:


sch&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


Week Date

Week

Beginni

ng

Activity / What you are intending

to do - including independent

study

Resources / What you will

need to do it - including

access to workshops

One

18/04/2

018

Write Proposal

Finish all Research

WordPress

Office Word

Two

25/04/2

018

Create brand

Start drafting campaign ideas

Pitch proposal to tutors

WordPress

Office Word


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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

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

LO 4.1

LO 1.1 1.2 4.1

Three

02/05/2

018

Campaign

Business Plan

Photoshoot for campaign

WordPress

Office Word

Photoshop

Camera

Four

09/05/2

018

Edit photos

Campaign production

Business Plan

WordPress

Office Word

Photoshop

InDesign

Five

16/05/2

018

Finish campaign and business

plan

Begin evaluation

WordPress

Office Word

Photoshop

InDesign

Six

FINAL

WEEK

23/05/2

018

Finish evaluation

Present final product

WordPress

Office Word

Photoshop

InDesign


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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?



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 introduced me to skills

such as word choice and active verbs which help me to get a point across

succinctly.


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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 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)



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 more knowledge and experience

in this subject field prior to going to university.


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CONTENTS

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.

https://hannahspurlingjournalism.wordpress.com/2018/07/03/choosing-my-brand-final/


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CONTENTS

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 one


22

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CONTENTS

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.

”


23

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CONTENTS

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 Skills

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.

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.


24

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CONTENTS

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.

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 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.

Year 1 examples


25

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CONTENTS

I 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

Trumps

I developed my Photoshop skills further – Top trumps design 1, Photoshop skills,

Colour schemes for top trumps

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

https://hannahspurlingjournalism.wordpress.com/2017/10/24/%ef%bb%bfweek-four-theatre/

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

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

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

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/2017/12/13/the-animals-celia/

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

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

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

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

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

https://hannahspurlingjournalism.wordpress.com/2017/11/01/week-seven-typography-lecture-celia/


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CONTENTS

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?

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


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order to strive. The overall marketing umbrella covers advertising, public

relations, promotions and sales.



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 Plan

FMP - RESEARCH PLAN No of

Words

Interest/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 it highlights the main

interest behind my project: fashion, in particular merchandising

and marketing.

LO 4.1


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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 Monkey

Focus Group

Mind Maps

Mood Boards

Discussion with Copywriter

The secondary reseach methods were:

Analysing a brands website

Analyse two fashion campaigns

Online Research


Mood 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


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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 university.

My research question(s) 100

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.

Research Design 100

The 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


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gap in the market and giving the customer what they want I will

automatically entice my audience.

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.



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.

LO 2.1 2.2 3.1 3.2


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

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


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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.

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


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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.

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.


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.


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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.

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.


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


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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?

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.


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

LO 2.1 2.2 3.1 3.2 5.1 7.2


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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.

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.


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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 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


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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.

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.

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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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.

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 Monkey

Focus Group

Mind Maps

Mood Boards

Discussion with Copywriter


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The secondary reseach methods were:

Analysing a brands website


Online Research


Mood 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.




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Production research

For 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.

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 2018

LOCATION – 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.


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Week Date

Week

Beginning

Activity / What you are intending

to do - including independent

study

Resources / What you will

need to do it - including

access to workshops

One

18/04/201

8

Write Proposal

Finish all Research

WordPress

Office Word

Two

25/04/201

8

Create brand

Start drafting campaign ideas

Pitch proposal to tutors

WordPress

Office Word

Three

02/05/201

8

Campaign

Business Plan

Photoshoot for campaign

WordPress

Office Word

Photoshop

Camera

Four

09/05/201

8

Edit photos

Campaign production

Business Plan

WordPress

Office Word

Photoshop

InDesign

Five

16/05/201

8

Finish campaign and business

plan

Begin evaluation

WordPress

Office Word

Photoshop

InDesign

Six

FINAL

WEEK

23/05/201

8

Finish evaluation

Present final product

WordPress

Office Word

Photoshop

InDesign


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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.

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


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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.

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


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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 Book

I 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)

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 Monkey

I 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:


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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 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.


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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.

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.


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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

massively because every customer likes the idea that they are helping to do

something good because it makes them feel good.


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Photography

To 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. I was

able to discover the power of a word and how effective it can be when

marketing I realised this when trying to come up with my tag lines, I knew I

wanted a word that would grab the audience’s attention but was still simple

and straight to the point.

De-Cluttering and Word Choice – Writing Skills

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.

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

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


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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 One

Week Two

Week Three

Week Four

Research Pack

Research 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

LO 3.1 4.1 5.1 7.1 7.2

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

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

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

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

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

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

WEEK THREE PRODUCTION

WEEK FOUR PRODUCTION

WEEK 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

LO 4.1 7.2


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

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

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

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


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

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

https://hannahspurlingjournalism.wordpress.com/2018/06/14/final-pdf-of-business-plan/

https://hannahspurlingjournalism.wordpress.com/2018/06/14/final-pdf-of-business-plan/

https://hannahspurlingjournalism.wordpress.com/2018/06/12/final-campaigns/


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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

LO 6.1 6.2


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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 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


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production of my project because I was able to identify the 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 REPORT

Overall 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.



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Pre – Production

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


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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 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.

Production

My 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 ONE

WEEK TWO

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

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


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WEEK THREE

WEEK FOUR

WEEK FIVE

BRANDING MOCK UPS

Strengths and weaknesses

I 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.

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


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

https://hannahspurlingjournalism.wordpress.com/2018/05/20/branding-mock-ups-for-business-plan/



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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.


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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 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.


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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.

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.

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Documents

Department of Media and Communication...Department of Media and Communication 1 GO TO CONTENTS Hannah Spurling Year 2 – Creative Media & Journalism Unit 13– Extended Media Project