Wednesday, 26 November 2014

COVER LETTER




Laura Bryan
Tufnell House
Huddleston Road
London
N7 0EG

T: 07929375993
E: Lellenbryan@gmail.com

Dear Sir/Madam 

Please accept this letter and accompanying CV as my application for the internship program advertised on matchesfashion.com. With almost two years of experience working in various roles amongst the fashion industry to include, creative direction, retail, styling and visual merchandising I've developed a deep interest and ambition to pursue Fashion as a career path. Currently studying towards a BA in Fashion Promotion at Ravensbourne, this has only secured my ambitions further, developing particular interests in editing and communications.

 I've quickly seen and studied the development of the fashion industry and the progression of online shopping, an aspect I'd love learn more about. I believe rather than just being a shopping website, Matches Fashion is more of a Fashion destination whereby customers not only can shop, but they can indulge in editorial pieces, trend reports, styles guided and gift guides. I was lucky enough to secure a work placement at a graphic design studio where I quickly saw the importance of website placement, how the smallest aspect of a website like spacing and typeface are crucial. It's crucial in every website that the small things become the big things, a feature I feel Matches Fashion truly encapsulate. 

At Ravensbourne I'm constantly encouraged to engage creativity into my work and find new ways of communicating fashion, an aspect I love within the industry. When doing a work placement at Harvey Nichols Knightsbridge I was fascinated by the idea generation for the window displays, and they styling to fit the extraordinary themes. This in an attribute I feel Matches Fashion carries really well. Not only just the styling for different online editorials, but right through to trend reports and guides. I am passionate about different trends and the roots these trends are founded from. This in particular is what draws me to Matches Fashion as a fashion destination. 

The skills I have acquired through my experience in industry are all skills I feel I could not only bring to Matches Fashion, but I could develop through the internship if given the opportunity. 

Thank you for your time, 

Your sincerely, 

Laura Bryan 






Monday, 24 November 2014

THE AUDIENCE CATAGORIES

BRICS 

Brazil, Russia, India, China

TIMP

Turkey, Indonesia, Mexico, Philippines 

MINT 

Mexico, Indonesia, Nigeria, Turkey

FASHIONS MOVEMENTS


THE COLLABORATION MOVEMENT  


Fashion is continuously developing not only as a stand alone industry, but with other industries through collaboration. 

Brands are constantly sourcing other ways to develop new and interesting ways to encapsulate their audience. Burberry and Apple is  great example of how industries have collaborated. 

- Burberry used the iPhone 5s's iSight to photograph, video and upload their AW14 and SS14 catwalk coverage.
- Apple then published an article to announce this collaboration. This combination didn't only help Burberry with their brand it gave Apple a gateway and reputation amongst the fashion industry. 


This collaboration celebrates our relationship and shared foundation in design and craftsmanship. We have a mutual passion for creating beautiful products and unlocking emotive experiences through technology, which has made it intensely exciting to explore the capabilities of iPhone 5s,” said Christopher Bailey, Burberry Chief Creative Officer. “We’re inspired by what this could mean for the future as we continue to explore the merging of physical and digital experiences.”



DIGITAL MOVEMENTS
The industry is quickly becoming increasingly Techno savvy, with instore appearance, online shopping and brand presentation all introducing new and exciting ways of communicating. With Regent street Burberry, Hollister and Gillie Hicks all introducing examples of enhancing our shopping experiences. 



(As shown, Gilly Hicks using live streaming to transport their customers to the sunny beaches of Sydney)

TACTICAL AVOIDANCE 
Starbucks, Armani, Apple, Dolce and Gabbanna all avoid paying tax. This is strategically done by owning a a much smaller company that pays a very small amount of Tax. 







LINKEDIN

linkedin

CV

Laura Bryan 
Tufnell Park Prodigy Living, 
Huddleston Road,
London,W70EG

Studying towards a BA in Fashion Promotion at Ravensbourne, my career ambitions within fashion are set incredibly high. This drives me to grasp as many opportunities I can get and work towards my goal as a creative director. Because of this I strive to apply myself to my highest ability within my work placement opportunities. I am confident in both Apple and Microsoft software, including programs like Excel, Photoshop and Premier Pro. I have experience in Visual Merchandising, Creative direction, Personal shopping and styling, all of which has enabled me to work amongst different teams and communicate with a variety of customers.
Current eduction:
BA Fashion Promotion at Ravensbourne university of digital media and design. 
Past education:
Alcester Grammar Sixth Form Warwickshire, 2012-2014
Achieving A levels in History, Art and Fashion Design Technology.
Chipping Campden Academy, 2007-2012 
Gloucestershire
Achieving 10 GCSE's (English, Mathematics, Science, Philosophy and Ethics, Cooking, History and Art) and certificates in ICT and English information and ideas.

Experience

Hollister Co. 
Sales Associate 
March 2013 to current
Working at Hollister for just under two years I gained extensive knowledge in many areas within retail. I assisted customers with various services such as picking out sizes and outfit building, I helped ensure the appearance of the store kept up with company high standards, I worked on tills to process transactions, I maintained a personal level of appearance and ensured I was wearing the appropriate look book outfits to help push certain items of clothing and finally I helped to prevent stock loss and theft.

SILK model management 
Birmingham and West Midlands 
March 2013 to current
I’ve been a part time model with Silk model management for roughly 2 years. I’ve walked at major events in Birmingham  at the NEC centre. I’ve also done commercial work with companies like Next and Hermes delivery services. This work has enabled me to gain information about the world of fashion and commercial modelling. I understand the in-depth stages of model selection and castings, the importance of personal and brand presentation and also the ways in which huge events like the clothes show live and fashion embroidery and stitching awards.

Ralph Lauren Womenswear 
Brand presenter and style consultant
Bicester Village, Oxfordshire
Working in such a luxurious store like Ralph Lauren Women's meant I was constantly learning the crucial elements within the store which directly contribute towards targets. I was responsible for personally assisting customers with outfit building, working with regular shoppers, understanding their own personal style and then using this knowledge to handpick clothes from the store that is appropriate for the specific customer. I quickly became very interested in working with the Black Label section within the store, contributing to how each item is hung, where it’s placed and how this section of the store is generally presented. I also worked alongside the head visual merchandisers of the store to help keep the store to in store style guidelines and helped the team with any notes we may have received from head office to improve the in store appearance. Every week the store would be photographed and sent to head office to keep optimum standards. Finally I helped with styling mannequins and windows.

Harvey Nichols, Knightsbridge 
Intern 
April/May 2014
At Harvery Nichols I worked alongside the creative direction team to construct the window displays for the Knightsbridge store. I was lucky enough to oversea the initial concepts right through to installation of the displays.  I then worked with the in store visual merchandisers to choose and dress the mannequins in the windows.

SMA Trust
Volunteer
Compton Scorpion estate, Gloucestershire
The SMA trust is a charity I feel very passionate about. I began volunteering with the  charity in July 2013. I helped meet and greet at events, serve refreshments at sponsor days such as fun runs and charity walks, generally I did anything that needed doing to ensure events moved smoothly.  I helped organise and plan key events with the charity. I got involved with the charity through a close family friend. Since starting last year I’ve witnessed the extensive progress that the trust has achieved towards finding a cure for SMA. 

Outfit, Arcadia 
Sales Associate 
June 2013 to January 2014
At outfit I continued to develop similar skills I was learning at Hollister but working at both stores simultaneously helped me to see the vast differences in marketing, styling and PR approaches that was present in high street fashion. At Outfit I was responsible for contributing towards in store graphics and promotions, fixture placement and mannequin styling.

GPD Design consultants
Intern
September 2011
 I did one weeks work experience at a local graphic design consultants. I learnt a great deal at this placement including the importance of time keeping, organisation, and how to successfully use Apple software.

Skills
At my previous work experience placements I gained and developed many skills, these include; Organisation skills, due to working with stock I developed key skills in how to organise and present stock correctly. Time keeping was another skill I gained, I understand the great importance of arriving on time and the impact lateness causes upon business. I have learnt how to be part of a team and how to be efficient within a team. Finally I developed great customer service skills, and the importance of providing a good environment within a business whether it’s in a shop, cafĂ© or event. 

Referrals
References and letters of recommendation available on request.

Friday, 21 November 2014

FASHION FORWARD

The future of fashion is constantly changing. With the explosion of personal profiling online. Whether this be social media, online cookies and shopping. Whatever ones doing, someone is always watching. 

- The idea is a "stealth pocket". You put your phone into the stealth pocket and your untouchable. No one can contact you, or talk to you. You are invisible. 

But Technological developments means the fashion industry can enhance and encapsulate this development. With the explosion of online shopping and email subscription, brands are now sending out "exclusive" offers to shoppers to keep them returning to the brand. Brands are attempting to personalise online shopping by create online accounts again sending "personal" discounts and promotions. This is the future of shopping. 


Online cookies track where customers are looking and what they are searching. The item/(s) the customer looked at then conveniently pops up in various sites when online. 



MEAT PACK HIJACK is another fashion forward development. This is an app available for phones or tablet devises. A store can sign up to the "meat pack" app. The customer then can register to certain stores that use this app. This app then lets the customer know which % discount is available at that given store. Each second that goes by since viewing such discount means the amount of percentage reduces. This causes a rush to go into the store. Personalisation and excitement.


FASHION POLITICS & DIVERSITY

THE BIG 4


  • MILAN
  • PARIS
  • LONDON 
  • NEW YORK
POLITICS IN FASHION 
Fashion politics is a large umbrella that clusters any controversial break throughs throughout the industry. The use of Fur, Leather and issues like abroad sweatshops and the use of certain or lack of certain model types are great examples. 

As fashion progresses so does the opinion and action associated with such political issues. Due to the increased power of social media and public opinion we are seeing action applied to such issues. 

Protest, campaigns and strikes are all examples of how these issues have been targeted. The rise of faux furs and leathers are rapidly increasing. Human right campaigns protest and take action for wrongful employment and work in sweatshops. 

Sadly, diversity in fashion is an issue that still applied throughout fashion, worldwide. 

A BREAKTHROUGH IN FASHION

Back in 1966 the fashion industry saw a breakthrough in fashion models. In March, Donyale Luna was photographed by the infamous David Bailey for the cover of Vogue magazine. 

Because of her bold, inspirational character, she broke down the wall to the fashion industry for black models. Since Donyale models such as Naomi Campbell and Jordun Dunn have encapsulated the industry. 

Although Donyales cover did break the wall for black models, issues about a models ethnic background or colour is still creating prejudice and sadly this isn't the only prejudice that lingers in the fashion world.





ALL WALKS BEYOND THE CATWALK
This is where i introduce "all walks beyond the catwalk". This campaign not only focuses on the diversity or rather lack of diversity in the catwalk, this campaign takes action. 

All walks focuses on, age, disability, racial background and size to attempt to wake the industry up. 
The models representing the female "woman" in the industry creates false imagery of the everyday woman. 

Yes, women like the models featured in campaigns and the catwalk do exist, but so do women of different skin types, sizes, disabilities and age. 
ALL WALKS recognises this and takes action. 

Companies like M&S, Loreal and ID magazine all take part in the all walks campaign too shake up the industry so designers and shops recognise that not all women are attracted to the models used. Most buyers with the most disposable income are aged 40+ so why are models aged on average around 18-21? We are a society rich with culture and different races so why is it white models dominate our catwalks? Why is it on average the size of women are around size 14, yet the models we see are size 6? And finally why is it women with disabilities are excluded from an industry that is meant to cater for everyone. 
The all walks campaign isn't singling out the women modelling right now, size 6 6ft women do obviously exist, but what the industry needs to see is a more diverse industry. 




MEN IN FASHION

MEN IN FASHION 
- People often only really perceive fashion as a female industry. The public and often the actual industry forget the male audience. It is a known fact that the everyday man doesn't follow fashion catwalk for inspiration. They seek inspiration from celebrities and men in the public eye. 

sportsmen, film, music, and celebrities play a huge part in the way men perceive fashion. 
Men will follow these trends. A great example is the evolution of mens grooming.

Now, Men feel the need to stay well groomed, especially their chest hair. Whereas back in 1990 men would have chest hair, this was the fashion. 

We can see this trend in the change of the james bond character. Now, Daniel Craig appears topless, completely bare chested in the current James bond, whereas in 1995, where Pierce Brosnan had a full chest and stomach of hair this was seen as popular.





Wednesday, 19 November 2014

PRESS RELEASE

HOW TO WRITE A KILLER PRESS RELEASE


WHAT IS A PRESS RELEASE
A press release is a standardised way of communicating with journalists. If done well, it will tell them what the story is at a glance. 
(this therefore makes it more likely they will cover your issue)
Journalists get send loads of press releases everyday. What makes your press release stand out. 
Must have an angle. What are you trying to sell.

WHAT SHOULD YOUR PRESS RELEASE BE ABOUT?
Most important thing is its content
You must be writing something of interest to the journalist else they won't cover it.
HAS to be newsworthy 
New has to be new. - Cant be something thats happened, it must be about whats happening now or what will happen in the future.

EXAMPLES, launch of a new campaign etc 



PRESS RELEASE
Brand Name 
Date 
For immediate release (date)
If you want the media to use the story as soon as they receive it 

or 

Embargoed for: (time/date)
 This is a good way of giving journalist time to prepare and ensure they don't use it until a specific time 

Headline 
Start with a snappy headline, but not too clever 

Photo opportunity
What is it, where is it, when is it and contact details 

Paragraph 1: Summarise the story- who, what, where, when and why. All key information needs to be in this paragraph

Paragraph 2: Put in more details to flesh out the story you have outlined in the first paragraph 

Paragraph 3: "Quotes from you or someone relevant to your story." Don't try to cram  too many points into one quote- each point should make one point 

Paragraph 4: Extra relevant information 

END 

Notes for editors;
  • Provide extra information in case they run a longer story 
  • Outline what you have to offer: pictures, interviewees 
  • Outline any additional information or facts and figures, but keep it short. 
Contact, make sure you supply numbers where you can be reached day or night. This can make the difference between your story being covered or not. 

Name:                  Telephone:              Name:                Telephone 2 :
Type your group name here, local group 

Monday, 17 November 2014

INTELLECTUAL PROPERTY, How not to get ripped off

PATENTS, Protect inventions 

MUST be, Innovative, inventive and new. 
- Capable of industrial application i.e. they can be used in industry.

A patent is a national right, a monopoly, usually lasts 20 years. 
- It comprises of descriptions. 
Describes the inventions and variations 
- Claims 
States what the invention is, set out what is protected by the patent.

TRADEMARKS, What do they protect?
Trademarks can be applied for through application forms or registration
- Indicates the origin of the goods or services 
Logos, brand names, brand images, Includes letters, numbers, symbols, colours and shapes.                                                                      
They can last up to 10 years, but if left inactive they may be revoked after 5 years. 

REQUIREMENTS; 
- Must be capable of graphical representation 
- Unique or distinctive 
- Capable of distinguishing goods or services

A company can apply just for UK coverage. OR if a company requires coverage across Europe, its possible to do so if such company applies for a trademark in a spanish office.

If such trademarks are copied or identical imagery, marks or services are used the individual or company are guilty of infringement and breaking the laws of contract.
Infringement can also be distinguished as a an individual or company using something that may confuse customers with another brand. 

The Victoria secret and Thomas Pink law suit is an example of infringement with Victoria Secret having to remove their "pink" campaign and collection.

COPYRIGHT, Protects the expression of creative and artistic work
If your work falls within a specified category you are eligible for copyright protection. 
- Work must be original not copied.

Copyright is automatic, theres no need for an application
WHY HAVE COPYRIGHT?
- Allows one to make commercial gain
- Provides one with the right for no one to copy work

INFRINGEMENT OF COPYRIGHT CAN BE; 
  • Copying your work
  • Issuing copies to the public
  • Renting/lending work
  • Performing, selling, playing the work
  • Communicating the work
  • Adapting the work
WHAT ACTION CAN BE TAKEN?
- License negotiation 
- Legal action 

DESIGN RIGHTS, UK unregistered design 
Design rights protect the appearance of the products, (line, colour, shapes, textures or patterns. 
- must have individual character

CONFIDENTIAL INFORMATION 
"Work which is capable of being protected"
Ideas can be protected. 

CONSIDER THESE ASPECTS WHEN DESIGNING; 
  • Existing trademarks 
  • Trademark, registration
  • Copyright; author, employer if idea generated under employment
  • Consider origin of inspiration
  • Commissioned aspects
  • Designs; designer, if commissioned, if employed 





Sunday, 26 October 2014

TREND FORECASTING

FASHION DOES NOT FEED FASHION. 
- Shared situation awareness (themes and ideas are shared amongst the opinion formers

When searching for up and coming trends one has to use other forms to gather information to feed to the audiences. 

To forecast fashion is to recognise a pattern. A forecaster then uses this information to distinguish a trend and anticipate what might happen. 

3 STEPS OF FASHION FORECASTING 

  1. Observe the raw data
  2. Spot patterns to form hypothesis as to what may unfold 
  3. Test hypothesis

BUBBLE UP - A trend that starts in the street and works its way up within the industry. 
TRICKLE DOWN - This is where clothing is incredibly difficult to understand so the high street has observed this and simplified it. Great example of where this happens is ZARA. 

TRAFALGAR - Slow fashion. An idea will evolve and develop over time. This trend will be touched upon again and again by designers and used as themes throughout various fashion houses. Celine is a great example as the minimalist theme is constantly thatched within their outcomes. 

FORD - Fast fashion. The trend is incredibly popular, whilst its about. They are large within the industry, they will sell quickly, but they will equally deteriorate in the industry as quickly.






THE CREATIVE ECONOMY

CREATIVE ECONOMY, SELF EMPLOYMENT 

THE CREATIVE ECONOMY 



  • ORIGINATORS; People who create one off items. Fine art, craft (auction houses, art galleries)
  • EXPERIENCE CREATORS; Gigs, shopping, festivals, theatre.
  • CONTENT PRODUCERS; Films, games, music 






 CREATIVE ECONOMY & FASHION PROMOTION
Innovation and growth
Based on ideas, innovation, creativity, talent and individuality 




  • £71.4 billion to the UK economy
  • £26 bn is fashion related 
  • £8m per hour
  • Growing at rate of 15.6% since 2008
  • 5.6% of those employed in the UK (1.6m jobs)
  • Creative industries employment increased by 8.6% between 2011 and 2012, compared to 0.7% for all of uk economy
  • Exports by the creative industries was £15.5 billion in 2011, 8% of total UK service exports.
  • Between 2009 and 2011, exports from the creative industries increased by 16.1%. This compares with an increase of 11.5% for total UK service exports


Fashion statistics 

  • £26 billion; up from £21 billion in 2009
  • Showing an increase of 22% in nominal terms 
  • The UK fashion industry supports 797,00 jobs
  • This is a decrease of 2.3% from 2009
  • Employee’s wage income is estimated to have risen to over £46 billion
  • An increase of 23% since 2009
- LITTLE/LARGE 
84% of creative businesses have less than 1o people
2% more than 100 people
60% of design businesses less than 5 people 
PORTFOLIO CAREER
  • 48% portfolio working
  • 23% self employed/freelance
  • 18% running own business 
  • 44% want to have own business 

Thursday, 23 October 2014

FASHION CLUSTERING

Fashion clustering exists everywhere. Nothing amongst the hughstreet is positioned "by accident". I learnt on my fashion walk around central London, every single shop is positioned on purpose. 

MAFAIR TO REGENT STREET. 
Mafair is a classic shopping destination featuring some of the most luxurious shops in the industry. Mount St features contemporary brands like Celine and Balanciaga, Mount St is for the fashion forward customer who relishes in the fact he or she can afford such luxury. 


I must admit, Celine is my favourite luxury brand, so I am bias but the in store appearance of Celine Mount St is an example of how an shop floor should be designed. It's simple for customers to glide through the store, warm lighting and most importantly its not invasive, its minimal, clean and elegant. Just like the brand itself. 
- A fantastic touch point for customers.



St Audley St is found just off Mount St, the same pure luxurious theme continues.







LUXURY CLUSTERING 
MOCHINO, BELSTAFF, VIVIENNE WESTWOOD, DONNA KAREN AND ICONIC SKETCH (the old fashion house of Dior) all sit on Conduit Street.

Each store poses a very different atmosphere inside. The variation in music, sale associate dress, staff attitude and in store lay out where the main differentiating factors.

When walking around some of the Luxury branded stores like Louis Vuitton the atmosphere was a lot colder than those like Belstaff or Vivienne Westwood. This was mainly due to the sale associate attitude. Some, like in Belstaff encourage customers to walk around and shop, whereas some make you feel unwelcome like Louis Vuitton which was a shame as the in store design was breathtaking. 

Fendi was the best in store atmosphere. The main touch point within the store was the sales associate assisting us. She showed us around the entire store, explaining in detail the different collections and brand history. 

NEW/OLD BOND STREET
New and Old Bond Street is iconic for its Luxury, Haute Couture presence. Brands like Chanel, Hermes, Dior, Louis Vuitton, Stella McCartney all sit along these streets.

Continuing along Old/New Bond street we came to Saville Row, one of my favourite streets in London. Saville Row encapsulates British heritage and shows off what Britain is really truly good at; Tailoring. Henry Poole (Saville row's oldest tailor), Richard James and Lavin Boutique. 

The cluster featured here is one of the largest clusters amongst the streets in central London. This cluster is situated all together due to it's similar target audience. Those who have a large disposable income. 
There's also a power stance associated with having a store within these streets. These brands sit where they sit because they are the optimum level of luxury and to sit next to each other is to compete with one another.

RAVENSBOURNE PLUS

Ravensbourne Plus is a co curricular programme that enhances student academia whilst studying as an undergraduate working to preparing students for industry. The programme offers events, short courses, specific lectures all contributing towards students preparation for their chosen industry. 

RAVE LECTURES 
These lectures feature industry specific talks. The lecture may be in the from of; industry projects, workshops, short courses, mentoring for business or career advice. 

RAVE LATES 
This include guest speakers talking in key evening events. This provides opportunity to interact and learn about other key industries. They also cover all industry areas. 

RAVE SHORTS 
- Divided into 3 areas 

  • BUSINESS SKILS; advice on working freelance, navigating hidden job market, and setting up in a creative industry
  • PERSONAL DEVELOPMENT, skills that can make a substantial difference; networking, gaining confidence, successful public speaking  
  • TECHNICAL SKILLS, classes in key software and other technical equipment such as photoshop.





MACRO TRENDS, NEO TOLKIENISM

Dreams  (click on link)

FANTASY?
Classic interpretations of fantasy include nerdy, geeky, perhaps the genre of freaks? But fantasy has been quietly simmering under the predicability's of the fashion industry. 

Neo Tolkienism is a macro trend that enables consumers and brands to embrace their inner geek, express fantasy and bring quirky life back into the creative industries.
Neo tolkienism has captivated the imagination of brands world wide and is taking a firm stance in our culture, becoming increasingly present in our lifestyle industries. 


"'we' re living in a science fiction world now, seeing new technologies around us all the time, this has changed the way people about the world and opened them up to fantastical storytelling because, at the moment, we cannot tell what is real or not."

Consumers have given into the world of fantasy and the unknown after being blinded by the extensive power of the digital industries. Consumers are desperate for an escape from the predicability of the 21st century. 

Neo Tolkienism isn't outlandish and extreme, it's just introducing a bit of mystery into industry. In fashion brands are already adopting this trend. Brands should divulge customers into the unknown




People are interested by the times where there were no real distractions. It was black and white. There's a particular interest in medical ages (game of thrones). Its a world where you either live, you die, you matter, you don't. There's no distractions like mass social media, extensive technological development. this is something industry can adopt






MACRO TRENDS, THE SHARDED SELF

The development of social media. IS is good? is it bad







The trend "sharded self" explores the development of social media, and finding a balance between enough, and too little technological input. 

People are beginning to question how much we rely on the technology surrounding us. The sharded self focuses more so on how social media holds too much power and poses a threat to actual human interaction. 
SELF PROMOTION
Social media provides the power to express yourself online, and to communicate ones self as whoever they want to be. Social media means  one can inhabit as many lives as we like.

In terms of the fashion industry this means there a chance to play on the fact there's a growing concern on the lack of genuine interaction with the explosion of social media. Brands hold the power to re engage people and bring them back to real-world interaction.

Brands can also work with the growing need of consumers to perform online. Consumers have become obsessed with how they are perceived online; the amount of likes they receive, the amount of page views. Brands can work to introduce ways of manipulating this need. Brands should recognise online friends, family and followers are key audiences. Using online bloggers to "instagram" a branded item. This means the thousands of blog followers see this item, therefore want this item. 



Brands must see the danger of alienation.
They must work with the growing concern of the social media power and balance this with interaction.