LCF
BA (HONORS) FASHION MARKETING / YEAR 2
JUNE 4 2018
GROUP 14 ELLA BANKS / BAN16479685
KRISTINA REALI / REA16478709ALLA SAWEDEG / SAW13405246ZHIPENG ZHOU, BA FASHION DESIGN
& TECHNOLOGY : WOMENSWEAR
EXECUTIVE SUMMARYLCF Future is a proposed business plan to enter Westfield Stratford mall in 2020 for a duration
of one month. LCF Future will offer three hour long master classes taught by London College
of Fashion students and alumni, and weekend events including exciting industry talks. The
target consumer audience is college students who are interested in creative studies but are still
unsure about their educational and professional future. The month will be split up into four LCF
undergraduate course-related weeks, Digital Week, Design Week, Hair & Cosmetics Week and
Business of Fashion Week. The classes will be a competitive price of £10. LCF Future’s key
mission is to promote creative education and inspire young adults to follow their artistic passions.
Stratford’s current progressive regeneration efforts, including LCF’s new campus and the opening
of Victoria & Albert East Museum, will bring in a new consumer to Westfield Stratford. LCF Future
will cater to this market and bring an added value to Westfield by widening their offerings. Through
the use of creative marketing featuring student work from the LCF archives, valuable industry
professionals teaching courses and two esteemed company brands behind it- LCF and Westfield-
LCF Future will attest in achieving Westfield to be more than just a one-stop destination and
making LCF “famous”.
NATHALIE BALLOUT, BA FASHION TEXTILES
1 23
3 29
11 32 15 35
Introduction & Concept Brief
LCF Future Internal Analysis
External EnvironmentalAnalysis
MarketingDevelopmentPlan
Consumer Audit
Financial Analysis
Key Performance
Indicators
References & Appendix
INTRODUCTION & CONCEPT BRIEFFor over a century, London College of Fashion has been a fundamental leader in fashion and
arts education worldwide. Since first opening in 1877 at Mare Street, LCF now occupies six
campuses across London with over 70 undergraduate and postgraduate courses on offer. LCF’s
internationally diverse student body and progressive ethos drive the creative rigour and talent that
continues to greatly contribute to the global fashion industry.
LCF’s four key pillars- Fashion Shapes Lives, Fashion Means Business, Fashion
Tells Stories and Fashion Makes Style- embody the essential mission the university
delivers. The values of LCF are about inspiring, challenging, engineering and building
a better future through sustainable and innovative thinking. With these principles in
productive practice, LCF’s collaboration with Westfield will further communicate the
university’s dedication to motivate and educate young creatives.
This business development plan, entitled LCF Future, will propose and assess a
potential collaboration between LCF and Westfield Stratford that is to take place for
duration of one month in 2020 in a dedicated retail space within the mall. Stratford is
currently undergoing a massive regeneration period with the reopening of Queen
Elizabeth Olympic Park and impressive commercial development. LCF’s project to
combine all their campuses into one, 4Fashion, is going to be opening in this exciting
new area of Stratford in 2022 (London College of Fashion, 2018). LCF Future will be a
beneficial collaboration for both LCF and Westfield Stratford City by further capturing a
young audience to this evolving creative hub in Stratford.
LCF Future will be an immersive and interactive learning space that will target young
adults aged from 14 to 18 that have an interest in art and fashion. For the four weeks
LCF Future will take place, each week will be dedicated to a specific speciality that
LCF offers as undergraduate and postgraduate courses. There will be master classes taught
by LCF students and alumni and industry talks that will educate and inspire college students
who have a passion for the arts. The four weeks will include Design Week focusing on fashion
illustration, sewing and printmaking, Cosmetics & Hair Week, Digital Week offering courses such
as photography, coding and film, and Business of Fashion Week featuring marketing, buying,
merchandising with a special look at the future of fashion through sustainable practices. With
LCF’s impressive alumni, valuable industry connections and access to art
education supplies, LCF Future will prove to be a successful in creating an exciting, innovative
space in Westfield, promoting LCF as a university option for young adults and helping young
adults explore their creative ambitions.
x
2
LCF GOES EASTNew LCF campus in
Olymicopolis area of Stratford to be completed
by 2022
LCF’s new campus will be next to Victoria & Albert Museum’s new location, V&A East
*Work from LCF students is featured thoughout this business development plan to showcase the exciting projects currently going on at LCF
(Mausen, 2016)
0
5
10
15
20
25
OUR ETHOSLCF Future will aim to drive coming of age creatives to discover their artistic passions and inspire
their futures by educating through relevant subjects that will motivate their individualistic interests
and promote innovative thinking.
OUR CUSTOMERS LCF Future will target young adults aged between 14 and 18, or Generation Z, who are currently
in college or considering their next steps in their scholastic or professional careers. Generation Z
members value interactive experiences over material items, and are extremely individualistic and
pragmatic with their consumption practices. 55% of Gen Z would rather create their own desired
items than buy it, which ties in with their innate focus on sustainability and originality (WGSN,
2016). LCF Future will draw in this audience by providing an immersive and educational space
that will cater to their interests of wanting to create their own original work in a stimulating,
communally diverse environment.
A survery was conducted on 45 young adults
aged between 14 and 18 who reside in the
UK. Figures one, two and three demonstrate
key findings from the survey. See Appendix A
for the full survey questionnaire.
4
LCFINTERNALA N A LY S I S
HENRIETTA O’CONNER, BA FASHION DESIGN & TECHNOLOGY : WOMENSWEAR
Attend uni; I know what I want to study
Attend uni; I don’t know what to study
I don’t know
Don’t go to uni; Get a job
WHAT DO YOU WANT TO DO AFTER COLLEGE?
WHAT CREATIVE STUDIES ARE YOU INTERESTED IN?
GIRLS
BOYS
FIG. 1
Digital (pho-tography, film)
Design FashionBusiness
Hair & Cosmetics
83% 39% 78% 69%
GIRLS
Digital (photog-raphy, film)
Design FashionBusiness
Hair & Cosmetics
BOYS
86% 32% 59% 27%
FIG.
2 FIG. 3
6
SURVEY ANALYSISThe survey findings suggest that the majority of the college students want to attend university but
were not sure what they would like to study. Foundation courses are a popular option for this
uncertain cohort; however, many choose not to undertake it due to the full year duration and
tuition fees. LCF Future will allow young adults to productively explore their creative interests with
a vast range of master classes on offer throughout the month. With the classes being taught by
LCF students and alumni, the attendees will also be able to make industry connections and
explore the LCF cultural community.
OUR COMPETITORSIn London alone, there are dozens of companies and museums that offer art and creative classes
to teenagers, such as Sunny Art Centre, BAC and the Tate Collective program. Although these
companies offer a diverse set of options taught by professionals within the industry, the classes
can cost up to £50 per class and often run on a limited schedule. LCF Future will differentiate itself
by having classes for only £10 a class and creating a unique opportunity for the students to
interact with LCF students and alumni.
LCF and UAL have many options in their short course program for young adults that introduce
college students to UAL’s values and educational prestige. However, the short courses cost over
£300 and run over an extended period of days or weeks. These two factors limit the audience for
these courses, as not everyone has the disposable income and time to enrol. LCF Future will be
successful in offering a new audience of young creatives the ability to be educated about their
creative interests in an efficient and cost-friendly way.
Westfield Stratford City mall currently has over three hundred stores and restaurants. The mall
has a movie theatre and casino as entertainment options but does not have an interactive learning
centre like LCF Future. Since the majority of people visit the mall to retail shop, LCF Future will
take a strong focus on physical marketing efforts and sensory elements to attract and gravitate
customers to discover what the space will offer. The store plan and details of LCF Future’s
marketing efforts can be found in the Marketing Development Plan section.
OUR COMPANYLCF Future will take over a 1,800 square feet space in Westfield for the duration of one month.
The space will be an interactive learning centre that will hold master classes and industry talks that
are catered to young, aspiring creatives aged 14 to 18. Each week during the month will focus on
a different sector of the fashion industry that coincide with the undergraduate courses LCF offers.
The topics include Digital Week, Design Week, Hair & Make-up Week and Business of Fashion
Week. Each class will last for three hours, which will make it an accessible, yet still productive time
length for students to actively learn and explore their interests. On Saturday night of each week
there will be an inspiring talk featuring a successful industry professional and a networking event.
The Saturday night event will also showcase all of the student work done that week, which will be
a great opportunity for students to socialise, collaborate and discover exciting work done by other
LCF Future students. An important mission of LCF Future is to make it accessible to as many
teenagers as possible. Each class will cost only £10, or students can purchase a whole week
offering of classes for £50. The industry talks and networking on Saturday nights will cost £5.
CLASS SCHEDULE & EVENTS
8
THE SPACEThe LCF Future retail space will be a flexible, transformable area to easily adapt to different
subjects being taught. The space will have “creative pods” throughout that will store digital
equipment, as well as, open up to hair and cosmetic mini counters. In the back of the space will
be a lofted hub that will have design and sewing equipment below and a lecture style room above.
The space will also contain a mini studio where photography and editorial classes will take place.
All of the electronic equipment and art supplies will be lent and carefully managed by LCF. The
LCF Future space design will focus on creating a minimal, yet easily converted learning area to
productively teach every class.
The aesthetic design of the space will have a stripped-back, modern feel, and will change weekly
as LCF Future students’ work takes over the store windows. The space will feature a DJ booth by
the reception desk and mood lighting. Above the reception desk will be a large digitised sign of the
LCF Future logo that will continuously roll exciting videos captured at different LCF events, such
as the BA and MA design catwalk shows. These sensory elements will draw in visitors at Westfield
as they pass by, as well as, make it an exciting environment for the students to attend classes.
INTERIOR INSPIRATION
STRENGTHSPositively promotes LCF to rising unviersity
students, which will result in higher
application rates
With technological equipment being
borrowed from LCF, the concept is
financially responsible
A new market brought to Westfield through
external marketing strategies
If successful, the concept could easily
incorporate more colleges under University
of the Arts London, such as Central Saint
Martins, to join in creative education for
young adults
WEAKNESSESNiche market as not everyone has an
interest in fashion or creative studies
Potential difficulties with student to studio
equipment/art supplies ratio depeneding on
number of students per class
Established marketplace with established
competitors- must focus on marketing USP
of price point and LCF students/alumni as
teachers
LCF FUTURE SPACE LAYOUT MOCK-UPS
CREATIVE PODS
LOFTED WORKROOM
RECPETION
PHOTO STUDIO
10
LCFEXTERNAL A N A LY S I SHenrietta O’Conner
BA Fashion Design and Technology: Womenswear
LCF Future must adapt to the changing environment considering political, technological, social,
environmental and legal components. After analysing the current external situation in the UK, fac-
tors such as the competitive “phygital” retail space and the rising focus on sustainability within the
fashion industry, must be addressed within the company’s values and marketing
approaches to be successful in capturing customers as a new concept.
As the date for Britain’s withdrawal from the European Union comes closer, companies all over the UK are hoping for a smooth exit with the least impact to their businesses. Brexit can happen in two different ways, either a hard or soft brexit:• If the UK opts for a hard Brexit, the instant
effect would be the devaluation of the Brit-ish Pound, which will greatly affect compa-nies and universities across the UK
• Another scenario that could result from a hard Brexit is the limitation of free move-ment within the EU and UK, which would be very problematic for EU students and residents (Business of Fashion, 2017).
- Restricting EU citizens free movement in the UK will impact the tourism industry which may decrease footfall at Westfield• According to Limei Hoang from the Busi-
ness of Fashion, Brexit could lead to UK business and institutions losing access to millions of euros in EU funding “which could affect the BFC, the Centre for Fash-ion Enterprise and the University of Arts London” (Business of Fashion, 2017)
- EU/International students may be less likely to attend UAL because of this• A soft brexit would lead to a similar agree-
ment between Norway, Switzerland and the EU, allowing the country with the same benefits as being a member such as the Single Market and free movement,
excluding funding from the EU (Business of Fashion, 2017).
If a hard brexit scenario were to occur, which would limit free movement regulations, British universities would be impacted• As of now EU students based in the UK do
not have to worry about tuition fee chang-es, however once Brexit occurs in 2020 it seems likely that EU students would need to pay the international tuition fee which would therefore limit the amount of EU applicants due to expensive tuition (Top Universities, 2017).
- John Kampfner, CEO of the Creative Industries Federation, says “The end of freedom of movement poses a huge risk. Losing access to crucial international talent will damage our ability to produce the work that defines Britain around the world.” (Business of Fashion, 2017) - LCF Future is an opportunity for young creatives from all over the country or world who are either visiting Westfield as a tourist or visitor the chance to be educated about the creative industry and what LCF offers as a university; which will in theory create a deeper relationship and desire to attend LCF for university
POLITICAL ECONOMICAL
12
One of the main socio-cultural factors that would possibly affect LCF Future is the potential disinterest of our target customer to engage in the concept. • Two of the biggest drivers for Westfield
consumers, according to Westfield’s shop-per mission profile, is a “big day out” and “routine top up”, which confirms that con-sumers go to Westfield to shop (Westfield Stratford Survey, 2017).
- The biggest obstacle facing LCF Future is young consumers participation in a non-shopping activity at a mall• Reaching out to the target consumer, Gen-
eration Z or the iGeneration (The New York Times, 2018), who relies on social media to influence their consumption will be utilised in the marketing techniques for LCF Future
- Generation Z is also known to appreciate and value experiences over material items (See internal analysis), so LCF Future will capitalise on this behavioural opportunity in a non-competitve space at Westfield Stratford
Technology has the ability to impact companies and universities to be more innovative and push their limits.• The digital age comes along with the
new digital consumer, or the iGeneration. Generation Z, which makes up a majority portion of this iGeneration, are attracted to experiences within retail (Forbes, 2018). ‘Phygital Retail’, the idea of merging phys-ical and digital within retail, has become a key marketing driver in order for retailers to survive in the competitive marketplace (LSN Global, 2017).
- LCF Future explores the idea of in volving experiences to attract more customers, as well as innovative digital aspects to merge with our learning space.• Another revolutionary technological advancement is the use of Augmented Reality (AR) and Virtual Reality (VR) within retail. Zara in Westfield Stratford opened their first AR Phygital store (Evening Standard, 2018). - LCF Future can see this as a potential opportunity to use AR or VR when teaching classes to keep a relevant, competitive advantage within Westfield
SOCIAL TECHNOLOGICAL
ENVIRONMENTAL
In today’s eco-conscious and environmental-ly aware world, it is crucial for companies to address their commitment to sustainability. It was found that teenagers aged 14 to 18 pre-fer brands that support and are committed to sustainability (Ad Week, 2017). Since this age cohort is LCF Future’s target audience, their will be significant efforts made towards con-scious acts to continue supporting LCF’s key pillar in sustainability. • LCF Future classes will be 100% paperless• There will be a dedicated sustainability
course during the Business of Fashion week to further educate young adults about the great impact the fashion industry has on the environment
LEGAL
Since the target customer is Generation Z, LCF Future is dealing with the minors demographics aged 14-18. • For legal purposes permission from par-
ents might be required to avoid any restric-tions (legislation.gov.uk, 2018).
• Health and safety is an important concern since the customers or ‘students’ become our responsibility, especially around equip-ment provided by LCF (gov.uk, 2018).
- This could be a potential threat to LCF Future as there is a dependence on the UK government for health and safety laws, which are subject to change and could in turn negatively effect LCF Future
OPPORTUNITIESIf successful, LCF Future can be taken to
Westfield malls in other countries to promote
more international students to attend LCF
with upcoming Brexit
LCF Future will cater to Generation Z
behavioural qualities and offer an outlet for
experience over material consumption
As AI and VR continues to advance, the
technology can be incorporated into LCF
Future classes
With sustainability becoming a greater
concern in the fashion industry, LCF Future
can begin teaching young adults ecological
production and consumption business
practices to promote a more sustainable
future
THREATSWestfield’s customers key drivers confirm
that visitors are there to shop, so LCF Future
might be threatened by this behaviour
since it is creating a new, non-retail
experience offering
Legal laws concerning minors with health
and safety regulations could propose
potential issues if something were
to happen in one of the classes
Technology quickly advances, so LCF
Future must have the capital backing to
keep up-to-date with new digital equipment
in order to stay relevant and impressive
14
LCF
ANTONIO SULSARZ MA FASHION DESIGN & TECHNOLOGY :
MENSWEAR
MARKETING
DEVELOPMENT
PLAN
SMART OBJECTIVES
LCF Future will acquire 600 class bookings for the duration of the month it is active at Westfield.
LCF Future will increase the current average dwelling time of 101 minutes in Westfield Stratford by 25%.
ADVERTISEMENTS IN WESTFIELD LCF Future will engage in a variety of marketing techniques to promote and build awareness to
ensure success of the SMART objectives. The first marketing strategy is to advertise LCF Future
within both Westfield malls in London, Westfield Stratford City and Westfield London (located
in Shepherd’s Bush). Eye-catching posters featuring LCF student work will be utilised to grab
Westfield customers’ attention. The adverts will be displayed on the electronic billboards within
the mall beginning three months prior to the LCF Future launch date. The following four pages
show potential mock-ups of the campaign advertisements.
Digital advertisements throughout Westfield
16
LCF INSTAGRAM & WEBSITELCF Future’s second marketing strategy is to
release the campaign on LCF’s official Instagram
and website. This marketing will reach a more
niche audience, as they must already follow
LCF on social media. However, with over 66K
followers, the adverts will build awareness to
current, past and prospective students who
will share the posts with people of interest. The
social media posts will be released two months
before the LCF Future launch date, and will
contain a direct link to book.
SATURDAY EVENTSAfter marketing LCF Future before the launch
date, the Saturday night events will be an
additional way to acquire attention and interest
from visitors at Westfield. Each Saturday
night will have an industry speaker, a DJ and
catered canapés. Tickets will be available for
an affordable £5. These events will showcase
the LCF Future work done that week around
the space, which will further communicate to
visitors the exciting classes on offer and LCF’s
impressive educational resources.
NYX COLLABORATIONThe final marketing technique will be a collaboration with cosmetic brand NYX. NYX has a retail
space at Westfield Stratford City and is a popular destination for teenagers due to its accessible
price point, cruelty free offerings and influencer marketing (Westfield Stratford City, 2018).
NYX will be a sponsor for the cosmetic week at LCF Future and will provide all of the cosmetic
materials needed for the classes. Advertisements around the store and flyers put in bags at point
of purchase will market the collaboration and build awareness. NYX will receive 10% of all profit
made during the cosmetic week as a stipend for their support. This collaboration will prove to be
beneficial because of their key target consumer audience and positive brand image that will further
elevate LCF Future.
NYX x LCF Futurepromotional flyers
NYX Instagram Feed
22
L C FC O N S U M E RA U D I T
PHOTOGRAPHED BY BRYANT LEE FOR LCF MAGAZINE, PIGEONS & PEACOCKS
JOURNEY 1 - ADVERTS IN WESTFIELDVisitors at Westfield become aware of LCF
Future through adverts around the mall and gain
initial interest. Customer will find details about
booking on the Westfield website, as advertised on
the advert, and consider the value. After booking
and attending the class, the customer will be
retained through a more personal contact with LCF,
and consider it as an undergraduate option.
JOURNEY 2 - NYX PROMOTIONAL FLYERSCustomers at NYX will be given a LCF Future
promotional flyer at their point of purchase.
Customer will gain awareness and interest, and
visit the Westfield website for more information.
After booking and attending the class, the customer
will be retained through a more personal contact
with LCF, and consider it as an undergraduate
option.
JOURNEY 3 - LCF SOCIAL MEDIAA more niche consumer audience, one that already
has an interest in LCF and follows them on social
media, will gain awareness and interest through
posts. The customer will visit the LCF or Westfield
website for more information. After booking and
attending the class, the customer will be retained
through a more personal contact with LCF, and
consider it as an undergraduate option.
POTENTIAL CUSTOMER JOURNEYS
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FYNN MULLER
Aspiring Womenswear Designer, 18
Fynn is a foundation student from Germany. He has moved to London to study
womenswear design. Flynn enjoys DJing, and has fun linking his music with his clothing design, creating interesting and detailed garments. Living in West London with his
older sister, Fynn also works part-time in small independent vintage shop in Notting Hill, as he is trying to save money before attending university. Flynn uses his Instagram frequently
to promote his work and to gather inspiration. Fynn knows he can get the best
design education in London but is still exploring his different university options.
26
ZIYA BENNETT
Aspiring Illustrator/Photographer, 16
Ziya is currently doing her A-levels at Hackney East London and is beginning to explore different
university options. With the creative influence of her mother as a costume designer, Ziya has always
had an artistic eye and innate talent. She enjoys illustration and photography but is
unsure of what she wants to major in and make a career out of. She is interested in R&B music and enjoys dressing trendy but with her own eclectic,
urban twist. Ziya shops at Urban Outfitters, Topshop and Nasty Gal. She looks to her loyal
fashion influencers on Instagram to discover new styles and brands.
With her A-levels ending soon, Ziya is actively seeking some guidance and inspiration for her
creative future.
28
L C FF I N A N C I A L A N A L Y S I S
JASMINE HAOYAO, MA FASHION DESIGN & TECHNOLOGY : MENSWEAR
SALES PROJECTIONThe expected sales and booking numbers of LCF Future for one month are estimated based on the
primary and secondary research conducted. It is projected that digital week will be the most booked
and the hair and cosmetics week the least after analysing the popular interests of our target market.
DIGITAL WEEK5 classes - 200 bookings Saturday Evening Event - 110 bookings DESIGN WEEK5 classes - 180 bookingsSaturday Evening Event - 100 bookings
HAIR & COSMETICS WEEK 4 classes - 60 bookingsSaturday Evening Event - 75 bookings
BUSINESS OF FASHION WEEK4 classes - 160 bookingsSaturday Evening Event - 100 bookings
TOTAL
£2,000£550
£1,800£500
£600£375
£1,600£500
£7,925
30
£5,649-10% contingency
TOTAL: £5,084.10
BUDGET
24
KEY PERFORMANCEI N D I C A T O R S
LCF
JIALI LU, MA FASHION DESIGN & TECHNOLOGY
SMART
LCF Future will acquire 600 class bookings for the duration of the month it is active at Westfield.
LCF Future will increase the current average dwelling time of 101 minutes in Westfield Stratford by 25%.
Xiutao Fu, MA Fashion Artefact
KPI
Based on sales projection (see page 30) 200 bookings for digital week (33%)180 for design week (30%)60 for hair & cosmetics (10%) 160 for business of fashion (27%)
126 minute dwelling time will be achieved through 3 hour long classes and an estimated 20 minute browsing time for visitors to look at displayed student work
LCF Future will monitor the success of its business plan by assessing key point indicators in
relation to the established SMART goals. In order to achieve a total of 600 class bookings for the
month, LCF Future must acquire at least 200 bookings for Digital Week, 180 for Design Week,
60 for Hair & Cosmetics Week and 160 for Business of Fashion Week. The booking goals were
strategically made in reference to the primary and secondary research conducted on the target
market. The goal to increase the average dwelling time in Westfield will be monitored by the
employees in LCF Future. Employees will record how many visitors enter the store that are not
attending a class, and reference their time spent viewing the displayed student work.
A key mission of LCF Future is to help college students explore their creative interests and inform
them about the many opportunities at LCF. LCF Future aims to capture college students and build
a relationship in hopes of encouraging them to consider LCF for undergraduate. This fundamental
value will be monitored by requesting every student who takes a class at LCF Future to participate
in a survey about their experience and how it has changed their outlook on their creative future.
THE FUTURE OF LCF FUTURELCF Future is a sustainable and viable concept that could become a permanent space in Westfield
and beyond. The other colleges under the University of the Arts London such as, Central Saint
Martins and London College of Communication, can join forces with the program enriching it with
educational resources, creative course opportunities and marketing exposure. In addition, LCF’s
partner universities around the world can adopt the mission of LCF Future and continue educating
and inspiring young creatives worldwide. LCF’s partner university in New York City, LIM, would
be a feasible option to transfer the program over to Westfield World Trade Center in Manhattan.
Although this would not directly bring students to LCF, it would accomplish the concept’s core
mission of creating a better future for the upcoming generations through creative exploration and
development.
34
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PHEDRE CALVADOS, MA FOOTWEAR DESIGN
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A P P E N D I X
STYLED BY KAYT WEBSTER-BROWN,
PIGEONS & PEACOCKS MAGAZINE
APPENDIX A -Survery questionnaire conducted on 45 UK teens aged 14 to 18
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APPENDIX B- Group Meeting Log
BA (Hons) Fashion Marketing Year 2Fashion Marketing Development Project
Minutes Pro forma
Name of Group:Group 14, LCF FutureGroup Members:Ella Banks, Kristina Reali, Alla Sawedeg
Date of Meeting Group members Present/Absent Notes25/04 Kristina, Ella, Alla All Discussed and finalised idea from 3 choices02/05 Kristina, Ella, Alla All Put together rough outline of project 09/05 Kristina, Ella, Alla All Primary and secondary research16/05 Kristina, Ella, Alla All Branding and marketing strategies 23/05 Kristina, Ella, Alla All Future sustainability of concept, poster30/05 Kristina, Ella, Alla All Final overview and checkpoint of everyone’s progress Please note: at each meeting a different member of the group should chair the meeting.
Item 1 Issue Discussed:• Went over our three ideas we discussed from the week before and chose our final idea• Planned out overview of marketing and implementation plan
Decisions:• LCF to create a “learning hub” in the space that offers master classes specialising in the LCF courses (i.e. photography, design, illustration, marketing etc) that caters to teens aged 14-18 • Each week to represent the different sites/courses of LCF o Design Week o Cosmetics/Hair Weeko Business of Fashion Week o Digital Week
Actions: (Designated Group Members)Everyone to begin initial research of LCF and Westfield Group trip to Westfield
Date required: By 04/05
Item 2 Issue Discussed:• Analysed Westfield environment and key customers after taking a visit to the mall and
Russell & Bromley mock store space • Further continued discussion about marketing efforts • Examined and determined financial budget
• Examined and determined financial budget
Decisions:• Detailed decisions regarding marketing strategies, budget, store space layout and schedule of the classes in the space were made
Actions: (Designated Group Members)• Alla- Begin analysing external environment• Kristina- Begin analysing internal environment (LCF pillars in relation to our idea and why it will be successful)• Ella- Begin layout template and branding logos
Date required: By 18/05
Item 3 Issue Discussed: • Assessed primary research findings• Initial branding concepts • Poster ideas
Decisions:• Developed intensive sales projection based on primary and secondary research findings• Consumer audits and journeys and how they should be presented
Actions: (Designated Group Members)• Alla- Create final budget and develop external financial analysis• Kristina- Begin playing around with poster layout; Finish internal analysis and marketing development plan • Ella- Create consumer audit including pen profiles and consumer journeys
Date required: 16/05