FINAL MAJOR PROJECT
For my final major project, I decided to create a new concept fashion, beauty and travel magazine. The ‘new generation’ of magazine ALLUDE focus’ was to collaborate with an ‘app’ called Blippar. Blippar allows the consumer to interact with print based media thus creating an augmented reality. Clearly a forward thinking, appropriate app to attract the specific target market; the free-spirited, trend savvy traveller, aged between 19-26 years old. Alongside the magazine, a detailed business plan and marketing strategy was created, to include every aspect of this new business venture i.e. funding, distribution and logistics, contingency plans, break even graph, balance sheet, profit and loss and general structure to this new exciting concept.
The marketing booklet presents a 12-month marketing timeline, launch concept, branding and packaging, the consumer and Allude’s unique selling point.
TRENDS FORECASTING
The Health Addict was a trend book on the health kick trend that hit the nation at top speed. This trend was emerging through many sectors, interior design with clean minimal spaces filled with green natural foliage, architecture again clean geometric looks, alongside the obvious main sector – the fashion industry. Key drivers and influencers were a main thought throughout the research into this ‘up and coming’ trend.
INTERNATIONAL FASHION RETAILING
A case study of a chosen UK based retailer was created – the brand needed to leave the UK market and enter into an international market.
A marketing strategy was then created alongside to show how the brand will succeed in the new market. Ann Summers was chosen to enter the Australian market. Sydney and Brisbane being the first locations for Ann Summers to set up their flagship stores. The case study will provide evidence for – reasons for internationalisation, barriers to entry, entry methods, the market and trading environment alongside emerging trends and extensive market research.
DISSERTATION -
How fashion blogging has had an effect on consumer behaviour? And to discuss how authentic and credible bloggers reviews actually are.
The aims for this research were:
1. What influence do bloggers have when consumers view a blog post? Do consumers then go on to purchase products or search further blogs etc?
2. To discuss if companies are using blogging as a way to market their products subliminally?
3. Is it beneficial for companies to use bloggers as a way of marketing their products? How effective is this compared to other marketing techniques?
4. To discuss how biased bloggers opinions on products actually are?
5. To investigate consumer perception of the credibility of blogs as a source of authentic fashion information.
Extensive market research went into this thesis. Blogger interviews, consumer interviews, online surveys and focus groups were carried out alongside data analysis and coding. This allowed a clear image of blogger Vs consumer opinions on the matter in hand. Consumer profiles were researched in detail to understand a clear thought process when viewing a blog post and their purchasing actions following this. Word of mouth marketing, another area that was research extensively as it was a case of consumers actually trusting a stranger’s opinion over the brand itself.
Authenticity and credibility of the bloggers was a key area that featured throughout. A conclusion was created to summarise all research sought.