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elysha westcott

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about me

Hello, I’m Elysha. I am a Fashion Image and Communication student at Arts University Bournemouth. Having an eye for style, colour and trend are qualities I have which is crucial when it comes to being a Visual Communicator. I would describe myself as being a very creative and a visual person. Designing various fashion content, styling shoots and creating publications are what I love to be apart of. I am a very capable person working on my own initiative but also understand the importance of listening and taking guidance from others which is why I work very well within a team.

E l y sha Westcott Fashion Image and Communication Portfolio Contact Details -

elysha westcott

el ysh a w est c ot t @ gma i l . c om

+ 44 (0)7527 331857

2019


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concept research

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gurls talk event

“We are doing so much to produce imagery that depicts the ‘real woman’ or the woman with imperfections.” Adwoa

Gurls talk is an online platform that offers support and advice for young girls and women talking about taboo topics openly and freely. The event held at Somerset House was run by founder Adwoa Aboah, and co-hosted by guests Megan BartonHanson, Clara Amfo and Mo. We spoke about extremely diverse topics whether that be women’s rights, social media, body image, periods, discrimination, culture, activating change, and much more. The event was an encouragement to create a publication that supports teenagers of all genders in becoming body confident and proud.

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“It definitely feels a lot better when I am just being real.” Adwoa

“Instagram and social media do push you to be like, you aren’t allowed to have a bad day. but it’s normal and you will, I think the sooner you accept that. that life isn’t perfect, and you aren’t going to have the best day every day, the sooner you’ll be happy.” Megan


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concept boards

natural

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self-love

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confidence

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positivity

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what is normality?

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A self – love publication aspiring to empower teenagers in education between 13 - 19 who struggle to accept themselves under the scrutinising eyes of today’s society. Striving to embrace people’s imperfections and create confidence in the body they are in. The photoshoots empower unique individuals, to embrace self – confidence and a healthy well-being. This theme is driven by personal experience’s whilst being in the education system, the most formative years of a young adult. The system lacks important support in health education for secondary school and college generations in their developing years that clearly need it the most.


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where are we now? We live in a digital world where nearly everyone compares themselves to others online through social media. People begin to put themselves down for the way they physically look, their body shape, the size of their bum, stretch marks or the size of their boobs no one is ever happy with the way they look.

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Social media has had a huge impact on this and on the current teenage generation. Insecurities have been heightened and a fashion body image has been painted which people feel as if they have to look up to. People no longer feel as if they can be unique and have their own sense of style because they are worried they wont ‘fit in’ with today’s society. There is not enough diversity when it comes to models in wheelchairs who have a disability or someone who has multiple body scars. If they were to have any scars or flaws it is more than likely that they will be edited away. Someone who is of a younger generation may not be aware of these editing facilities which makes them very vulnerable to comparison. This can begin to affect someone’s mental health if they are forever comparing themselves and their appearances to the likes of others.


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brand analysis BRAND VALUES

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Positivity, Uniqueness, Influential, Personal and Inspirational. Normality as a brand empowers both girls and guys to have complete positivity in their unique selves. To embrace their own individual flaws and imperfections, to inspire and influence others to do the same. A strong value of normality is ‘inspirational’. We hope normality will inspire the teenagers of today to not compare themselves to the highly edited celebrities but to embrace their uniqueness and accept themselves for who they are.


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BRAND ESSENCE The words Natural Beauty, Self-Confidence, Community, Strength, Self-Love and Self-Care are words that best describe the essence behind normality as a brand. We encourage our consumers as a community to have strength and confidence in being their natural selves. Embracing themselves for who they naturally are with no alterations nor highly edited imagery as seen on social media and magazines. We believe that the natural, untouched beauty of models is what should be promoted more through social media.

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BRAND PERSONALITY The brand personality behind normality is; Open Minded, Fun, Confident, Honest and Caring. Rather than serious posed photography that we are used to seeing. Normality has taken the approach of happy and relaxed models laughing. This is reflected as the personality of the brand. Normality is all about being natural, we want to reflect peoples un-posed body language through the imagery which reflects the personality of normality very clearly. It makes the brand different and stand out from others which are overly posed and directed. Normality’s brand values are; Creativity,


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BRAND MISSION Normality as a brand has a mission to inspire others to become more body confident, normality hopes to encourage this by sharing stories of young adults who have experienced a lack of body confidence. Whether that be in their current situation or when they were in the education system.

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Normality encourages young adults to unite and form a community that is; empowered, body confident and unique. With the idea in mind of encouraging people to embrace their unique selves, to disregard the comments, the bullying and the pressure from social media. Normality hopes to bridge together a community of people who have learnt to accept themselves and are learning to love their imperfections and flaws. To learn from one other and feel empowered by each others stories and strengths on a journey to self love an self acceptance.


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STRENGTHS • • • • • •

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• • • •

A relatable topic for many teenagers and young adults. For all genders. A wide audience from all over the world. Affordable price. Addresses mental health. Helps boost peoples confidence and embrace their imperfections. Used as an educational purpose. There is a strong meaning and purpose behind the brand. Building a community. Allows people to contribute in their own way whether that be through interviews, advice or modelling.

WEAKNESSES • Some people could see it as being a negative magazine as it focuses on peoples insecurities. • Some people may not want to read other peoples problems. • It is a publication and platform which won’t appeal to everyone. • Some people may not like photoshoots in very minimalist clothing and styling. • Only sold in particular shops and online. • Could be hard to get people involved and be apart of it. • People may be reluctant in buying a publication on selfconfidence and positivity, especially boys they mind find it difficult to do so.

OPPORTUNITIES

THREATS

• To collaborate with other online platforms or influencers who embrace body positivity and confidence. Or openly talk about mental health and bullying from trolls. • The opportunity to raise more awareness of mental health and how peoples insecurities and lack of body confidence effects that. • To make people be more outspoken and open about topics that are seen as taboo style topics. • To collaborate with mental health helplines for the consumers to contact for instant help and advice. • For it to be available in schools, colleges and possibly universities in the library or within classes.

• There are Instagram accounts which support body confidence which could be a huge competitor as they have many followers. • There is another brand which support the same topics however they are for an older target audience. • Some competitors offer their publications / magazines online for free. • Mass produced magazines are able to print off more for a cheaper value. • More experience. • There are some publications out there which have the same aspects as mine.


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consumer analysis AGE: 13 - 19 year olds GENDER: Male and Female OCCUPATION / EDUCATION: Secondary School / University / Apprenticeship LIFE STAGE: Student INCOME: Possible part - time job HOUSING: Still living at home with their parents and / or in the process at looking to move away for University.

GEN VIZ Gen Viz is a global, liberal and visual-first tribe at the forefront of key emerging trends among Generation Z.

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According to the Pew Research Centre, a figure that illustrates how much of their lives are spent online. The result is that they have a low attention span. Access to numerous feeds of information means that Generation Z members are visual-first.

SOCIAL MEDIA: Gen Viz like to keep their personal and public account very separate from one other. They use facebook daily, which is used to share posts and keep updated with their family and friends. They use WhatsApp and Facebook Messenger as a way of communicating with their friends using emoji’s and creating group chats. Instagram is used as a daily photo library where they post all their selfies and photos with their friends not worried about who is viewing their content. Snapchat is used daily to send selfies to one other using different effects and snapchat filters.


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DEMOGRAPHIC VARIABLES

an ideal size for a handbag / ruck sack. Nothing too detailed, straight talking that isn’t too in-depth. More visual and interesting.

Age = 1 - 19 years old as the direct consumer (but can appeal to as young as 13, recommended by siblings)

Usage Rates = Dependant on income, just buying the publication or other items available online.

Gender = Catered to all genders.

Volume of purchases = Generally just one publication copy purchased.

Generation / Tribe = Gen Z Ethnicity = All ethnicities encouraged (shown by visuals)

Price Sensitivity = Would not be able to increase due to the minimal income of the consumer. If inflated could persuade the consumer to shop elsewhere and invest into another brand.

Life Stage = Young adult / teenager Occupation = In full time education Location = Mainly United Kingdom possibly Europe. Education = School, College, Sixth Form, Apprenticeship or University Income = Possible part time job Social Status = No status applicable

USAGE AND BENEFIT VARIABLES

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Benefits looked for in a product = Easy to read and understand,

Brand Loyalty = Loyal customer if the brand posts regular content and updates the publication to cater to current demands.

GEOGRAPHIC VARIABLES Region = Mainly based in the United Kingdom, Ireland and possible chance to appeal to British spoken consumers throughout Europe. (If expanded into Urban Outfitters and ASOS consumer region would be a lot larger, could interest consumers from both United States of America and Australia.) Urban, Suburban or Rural = No particular status applicable if available in schools, all of which would have access.

City Size = London / Manchester, also Counties like Hampshire and Dorset based. Climate = Mid Climate (UK, Ireland and European based) Hot Climate (United States America / Australian Based)

PSYCHOGRAPHIC VARIABLES Lifestyle = Full time student in education with a possible part time job at the weekends. Very conscious about body image in relation to style and appearance. Social Aspirations = Comes across as slightly reserved and shy but does have an interest in style, well educated. Self Image = Very body conscious, reserved with new people but outgoing and chatty with friends and family. Very polite, independent person can be quite reserved. Value Perceptions = Appreciates quality items, high street retail. Buying Motives = freebies and discounts on items / purchase. Interests and Motives = Drawing / art, films, days out, spending time with friendship groups. Attitudes and Opinions = Very open minded and caring towards others, inquisitive and a great listener.


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brand styling

UNDERWEAR X DENIM

The decision of styling was a combination of Underwear x Denim for normality. The styling choice had to be suitable for teenagers who could be reading normality in a few years time, therefore the styling needed to be carefully considered.

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The choice of the underwear allows the models to feel confident in their own skin and show off their insecurities easily. The sportswear style underwear in a cotton material is important as it cannot be sexualise the images due to the consumers being of a younger age. As for the denim it must be blue with no added embellishments. The denim allows the models to cover up to a certain extent but also makes the styling timeless and relateable.


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social media strategy

After receiving primary research from questionnaires answered by secondary school students aging from 11 - 16 years old. It has been proven that the common social media accounts currently used by teenagers consist of; Instagram, WhatsApp, Yubo, YouTube and Snapchat. The most common social media platform used the most by normality’s consumer at 37.3% is Instagram. With these results it is important that normality’s branding and promotion is extremely tailored to Instagram and its users.

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Instagram is very visual with little written content, the message of normality and its purpose needs to be evident throughout the content posted. The consumers will not have the time nor patience to read long captions, therefore they need to be punchy, short and to the point. The images posted need to be endearing and interesting but in a way that does not give too much content away to ruin the publication. Sneak peaks into photoshoots and articles is what could be featured on the instagram account. Enough to capture the audience and make them want to buy normality.


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branding development

NORMALITY MEANING: “The condition of being normal; the state of being usual, typical, or expected.”

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‘Normality’ is the name that has sprung to mind, it symbolises that it is normal for people to have flaws and imperfections. It is normal for people to experience a variety of different emotions during the developing years of teenagers.


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The font selection for normality was really important as they needed to be modern and would appeal to the target consumer. They are neutral fonts so they appeal to all genders within the age bracket of consumers. The font selection not only had to suit the logo of normality but also the front cover designs too. The chosen front cover for normality was really important because it needed to reflect the brand and get the message across which was crucial. A lot of development and experimentation went into the front cover designs to test layout, colour and sizing.


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LUSH Cosmetics is a mini project that I have chosen to complete as a part of my portfolio work. The project will research into who LUSH are as a brand through indepth analysis, identifying their consumers, what they have to offer and what is missing. I will then conclude with a few final outcomes.


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MISSION

how it all

STATEMENT

began

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Mark Constantine and Liz Weir the founders of LUSH Cosmetics first met in the 1970’s whilst working at a beauty salon together in Poole, Dorset. Both interested in natural beauty products they set up 2 different brands of cosmetics until LUSH was founded. The now global beauty brand that is all natural, simple and fresh that supports fighting against animal testing is a global success. Branching out into the US in 1996 they now have over 250 shops in North America alone.

We believe... We believe in making effective products from fresh organic* fruit and vegetables, the finest essential oils and safe synthetics. We believe in buying ingredients only from companies that do not commission tests on animals and in testing our products on humans. We invent our own products and fragrances. We make them fresh* by hand using little or no preservative or packaging, using only vegetarian ingredients and tell you when they were made.

We believe in happy people making happy soap, putting our faces on our products and making our mums proud. We believe in long candlelit baths, sharing showers, massage, filling the world with perfume and the right to make mistakes, lose everything and start again. We believe our products are good value, that we should make a profit and that the customer is always right. We believe that all people should enjoy freedom of movement across the world.


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BRAND

BRAND

ANALYSIS

POSITIONING

WEAKNESSES

OPPORTUNITIES

THREATS

- To create spa experiences with LUSH products by the factory in Poole, Dorset. People get to try the products on a spa day and have the chance to buy them after - People are becoming more environmentally friendly and brand aware therefore it gives LUSH the opportunity to branch into a bigger brand to support the planet - Collaborate with other brands who also support the same ethical branding to attract a larger audience.

- The Body Shop are a very similar brand who are also against animal testing and being natural - So many different skincare brands at the moment, the competition is very high - Similar products are available at a cheaper price from competitors - Consumers might choose conventional products over responsible products because of the ease of use.

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- High price point, some consumers would not be prepared to pay for - Due to some of the products not being packaged they are broken easily which results in a lot of waste products - Some of the stores are quite small and compact - The UK website does not publicise the charitable work they do as much as the international website - A lot of the stores are being refurbished, the in-shop experience is costly for the company to keep up worldwide.

HIGH PRICE POINT

HIGH BRAND FOLLOWING

- A powerful brand with determination to save the planet - Extremely successful worldwide brand - Fighting animal testing is a huge talked out conversation which LUSH support - People are becoming more ethical and aware of the environment and the impact we make, LUSH are a brand that people will buy into because of that - Highly distinctive shop - Charitable company which give back to the community and worldwide organisations - Packaging kept to a minimum

LOW BRAND FOLLOWING

STRENGTHS

LOW PRICE POINT


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waste warriors Waste Warriors are motivated, disciplined and inventive people from around the world. They are doing everything they can to clear clutter from their lives and reduce the amount of waste they produce to just a few scraps each month. A growing number of concerned people are starting to act to help save the environment and reduce their rubbish consumption. These people make up the Waste Warriors Tribe.

AGE: 25 - 40 year olds GENDER: Male and Female OCCUPATION / EDUCATION: Full-Time Job

LIFE STAGE: Employed / Married / Children

INCOME: Financially stable HOUSING: Recently moved into a flat with friends / into a house with a partner BEAUTY:

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Waste Warriors are extremely careful when it comes to beauty products they are ethical and do not believe in testing on animals. Some waste warriors are so careful that they have began to make their own beauty products from natural ingredients, simply by trial and error. However some of the tribal members do buy into beauty products which follow zero or minimal packaging rules for the products.

HEALTH AND FITNESS: Waste Warriors are extremely careful of their

CONSUMER ANALYSIS

Direct Consumer

health and what they supply their body with. They follow the more natural and herbal route when it comes to their health. They watch what they eat very carefully, the more natural the better. As for fitness they like to keep active but are not completely dedicated. They enjoy long walks and classes such as yoga.

SOCIAL MEDIA: Waste Warriors like to use social media as a way to share beauty hacks, remedies and advice when it comes to reducing packaging consumption. Some people from the tribe have social media accounts like Instagram and YouTube where they share their own personal videos and imagery on home remedies to help others.

FOOD: Packaged foods are a big turn off when it comes to the waste warriors buying ingredients, as they believe it is unnecessary packaging. They like to grow their own vegetables if they have the space available, if not they source as much of their food from local farmers or farmers markets as possible. They prefer to make foods from scratch rather than buying them already made.

MEDIA AND ENTERTAINMENT: Waste warriors like to read physical books which can be bought second-hand or recycled from friends. They also like to read magazines and watch TV to understand what is going on in the world to understand what they can do to help.

RETAIL: Waste warriors are extremely careful when it comes to shopping, no purchase is made lightly. They very rarely buy items from new, they prefer to shop for second hand items which is better for the environment. However, if they do buy something from new they look into what it’s made from and where it was manufactured.


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PRIMARY ANALYSIS

STORE EXPERIENCE

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I took a trip to the LUSH Cosmetics store in Bournemouth which has recently been refurbished. The store is extremely eye catching and smells amazing as expected. The store is very interactive with pots of the products everywhere for you to try from body creams to perfume, from shower gels to face masks. Being able to test the products and smell them makes the customers shop experience a lot more personal and interactive. This makes you more obliged to buy something as you are able to test it first which is very rare to be able to do in some shops. The idea of the naked cosmetics is an extremely good idea, most people

love to sample products and this brand allows you to do exactly that. If you want to sample bath bombs they have the facility which allows you to test one in the sink or in large metal bowls, making it extremely interactive.

STORE LAYOUT As soon as you enter the shop you just know they are an ethical brand. They incorporate leaves and plants into the shops decor which not only does make the shop looks really decorative but also symbolises the beliefs behind the brand. They have different sections which are separated into products all of which have naked cosmetics for you to touch and

sample whilst shopping in LUSH.

PRODUCTS The products are all in-keeping with one other with the same style stickers on the packaging written in white and all the pots and bottles a matte black colour. The black packaging is extremely effective against the bright and neutral colours of the products they provide. There is a variety of different products for many different purposes which offers the customers a lot to choose from, all fresh and handmade products from the local factory in Poole. The font style matches the signs and displays which is all in-keeping.


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Naked face masks stored in bowls, kept fresh on-top of ice for the customers to sample to test the textures and smells with the facility to wash off. Shelves of stocked up products with large samples wrapped in large leaves to see the products which are inside the packaging. The sinks allow the customers to test bath bombs and other products before buying them.

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A huge wall of bath bombs all unpackaged, naked products to be able to smell and select without having to look through packaging. Colourful and scented.


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NAKED

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COSMETICS

In 2007 LUSH began their NAKED Campaign against the worldwide crisis of over packaging products to help save the environment. Sustainability has always been at the heart of LUSH as a brand so they decided to act on the crisis and campaign against the global matter. In 55 cities LUSH workers took to the streets and wore nothing but an apron stating ‘ASK ME WHY I’M NAKED’.

plastic packaging than fish.

They began to raise awareness through media coverage, explaining how we can save the planet by encouraging customers into buying unpackaged products. Stating how over-packaging products is creating a huge environmental crisis that needs to be acted upon fast before the oceans consist of more wasted

CUSTOMERS ARE CHALLENGING

"PACKAGING IS RUBBISH AND FOR TOO LONG WE HAVE HAD TO SUFFER EXCESSIVE AMOUNTS OF IT. NOW THAT THE TRUE FINANCIAL AND ENVIRONMENTAL COSTS ARE BECOMING OBVIOUS, MANUFACTURERS AND RETAILERS TO CUT THE WRAP." Since 2007 the brand has continued to reduce the use of packaged products. They have created a variety of different ranges that are

in-fact completely packaging free, such as soaps, hair products in the shape of bottles, deodorant, bath bombs and many more. Their shops are becoming packaging free with products on display unpackaged and creams in bowls. They continue to help save the environment and act upon the eliminating plastic waste. In 2017 alone they saved 800,000 bottles from going to landfill. Not only have they gone packaging free in-store but also when ordering online. Delivered in recycled cardboard boxes and protected in nuggets made from potato starch called Eco Flo to help keep the products secure rather than polystyrene. Their alternative is biodegradable in both water and soil.


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NAKED

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PHOTOGRAPHY

The LUSH website photographs people using the LUSH products, the ones below are all of facial skin care products. The photographs are up close, unedited and very natural. The models do not seem to be wearing makeup minus one. They simply focus on the product and the model using it. The style of photography is very similar to one other with warm skin tones as

well as deep dark tones. By judging the style of photographs the brand seem to embrace natural beauty, up close. Even though the brand is focusing on the product they are also concentrating on the model and how they feel when they apply the product to their skin. The photographs give a sense of being up close.


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SPOT TREATMENTS

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On the LUSH Website there is a section ‘Spot Treatment’ this section lists the products they have to help treat spots. Each product show has a one line description on what the product helps. For example ‘Treat and clear your skin with the power of nature'. When selecting the product it proves you with a brief description of what the product consists of and what it aims to do. Each product has a list of ingredient, a review from a customer as well as a statement explaining they do not test on animals by all means.

" Treat and clear your skin with the power of nature "

The website is great that it has a section on spot treatments, a well known beauty brand to promote that people to get spots and something can be done about it. However the products do not suggest what spot treatments are treatable. It is very broad which some people may be very wary of investing into.


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what is missing?

THE PROBLEM: The issue with the ‘Spot Treatment’ section within the website is that it does not state which skin conditions their products could help the customers with. This leaves the spot treatment section very broad which some people may be reluctant in buying into. The list of products within this section is very sparse with only 5 product items for the spot treatment section. The treatments include toning water, face masks, spot treatment and toner tabs.

tHE SOLUTION:

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To address spot treatments there

needs to be a section within the website which lists all the different skin conditions that their products will help. For people who have skin conditions many of them will be desperate to try products that will help solve their problem. The website would then enable the customers to shop in the correct section for exactly what they need for their skin type. The customers need to be guided into what’s best for their skin. Rather than a section just on skin treatments with no explanation as to what kind of skin conditions they help. The customers would then feel more obliged in buying into something that states it specifically will benefit them and their needs.

LUSH’s secondary consumers Gen Viz will be prone to skin conditions and problems due to their age and their stage of growing up. They may be self conscious about their skins appearance therefore they are a great example as to why LUSH should expand and develop their spot treatment section within the website. The products for this would sell really well, it would attract new consumers willing to invest into products to help their skin. But will also have the brand loyalty from existing customers to purchase into the products for the skin conditions.


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FINAL OUTCOMES

On the LUSH website I have designed a new section which specialises in ‘Specialised Skin Treatments’ this page on the website is easily accessible for the consumers when they need products to soothe and improve their skin conditions. The different skin treatment packages will include products for; Psoriasis, Acne, Eczema, Epidermis and much more. Not only will this offer an easy online shopping experience for the consumers it will also uplift them as they will see imagery of their skin condition on a popular health and beauty website.

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The following final outcomes show an example of the psoriasis skin treatment package. It states what the package includes, what it is priced at, ingredients, a review and a short brief of what that particular package helps improve. The layout has been designed very similar the LUSH website however I have made it a lot easier to understand and view which is a lot more aesthetically pleasing. The information and content is condensed into 2 pages instead of flowing over 5 pages.


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ari.

introduction.

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Ari is a personalisation service that offers customisable water bottles and vinyl stickers for laptops and phone cases. Ari has been created to fundraise for Graduate Fashion Week in June a collaboration between Elysha Westcott (myself) and Sian Barlow. This is a brand that runs for 1 week offering a personalisation service at university and via social media platforms. The water bottles will be the main personalised product available, due to the summer approaching it is a prime time to captivate the audience and their needs.


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Research Moodboard.

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“In order to be - Coco Chanel. irreplaceable one must always be different.” Recently, self personalisation and bespoke styles have become very popular. According to Mr Louboutin (Agnew, 2019, “bespoke styles have always been something important to [me].” Last year in 2018, “bespoke styles rose by a fifth.” This is showing how on demand on trend this is.

Brands that personalise: • HB London • Love Island • Abbott Lyon • Stripy Giraffe • Vanso Leather Collection • Etsy • Nomadcph • Azurina

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Personalised on: • Water Bottles • Wallets • Purses • Bags • Watches • Laptops


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Competitor 1.

About:

Love Island is a relality TV Show aired from June - July since 2015. Contestants each have a personalised water bottle with their name printed. This became so popular that Love Island began to sell the water bottles to the public. Ever since, the water bottles have been high in demand so much that every series they go out of stock very quickly.

Price:

ÂŁ15 each water bottle (Plus ÂŁ3.40 postage and packaging)

Promotion:

Love Island has a large social media following on Instagram, Twitter and Facebook these are ideal social media platforms to connect with the consumers to promote their products for sale as well as the TV show.

Product:

High quality straw water bottles with diffuser inside available in 3 different coloured fonts. Each year they are expanding their product range.

Place:

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The water bottles are sold on the Love Island website and the Love Island App around the time of year that the TV Show is aired on TV, however they are not available alll year round for purchase.


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Competitor 2.

About:

Beautiful. Bespoke. Collectable. Customised. A modern online brand specialising in high quality leather accessories that are timeless, unique and affordable. Azurina offer a variety of different products from handbags, to phone cases all of which can be personalised with icons and initials to adapt to the consumers taste. Personalisation is a huge aspect behind the brand. ‘Your forever essentials. Basics, but beautifully branded. By you. For you.’

Price:

£10 - £100 The price ranges depending on what the product is, the cheapest is £10 for a phone case ranging up to £100 for a bag. They also offer a 20% student discount rate.

Promotion:

Azurina are frequent posters on their social media platforms Instagram and Facebook, they post a lot of product content as well as reposting content from their consumers. The Instagram and Facebook posts direct consumers straight to the product available on the website, easy accessible and shoppable.

Product:

Azurina offer a wide range of products on their website such as; handbags, tote bags, phone cases, travel items, card holders and clutches.

Place:

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Azurina’s products are available for sale on their website all year round.


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to their attention span being quite low so having all Apple products is easy and convenient for them. They like the simple life.

Generation Z/Millenials (Kasasa, 2019) 16 - 26 years old Homophily

Social Media:

Consumer Profile.

Acorn Classification:

Occupation:

Higher education student / Part time worker / Full time job instead of higher education.

Income:

They will receive income from their jobs and if they’re in higher education it will be from student finance. They like things to be discounted or at a cheap rate considering that they are limited on money.

Residential Location: Suburban area (Acorn, 2019)

Living Status:

Living with parents / Student housing / Living with partner paying rent.

. Diffusion of innovation model status:

Early adopter / Early majority. Our consumer will follow the trends in order to fit in and be up to date. Due to this now becoming a trend, they will have jumped on it to make them individual.

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Each of their social media platforms are used differently. Facebook is for personal uses only and uses it to scroll through videos; WhatsApp and Messenger are their preferred platforms to communicate and stay in touch; Instagram is their personal photo diary; Snapchat is spur of the moment posting of activities; Twitters for posting anything that comes to mind and when they need to contact brands. They are always on social media when they have some spare time.

Student life / Starting out (Acorn, 2019)

Retail: Lifestyle:

They lead a busy life, balancing either higher education/a job and their social life with friends and family - occasional nights out are their way of socialising as well as pub nights. The way they like to chill out is by taking time out at the gym or watching Netflix. They like a healthy lifestyle and aim to drink 2 litres of water a day.

Technology:

They are tech savvy and is sure to keep up to date with technology, due to being born into the digital native era. They are an Apple devotee and own an iPhone and/or a MacBook. The ease and design of the product is what draws them to it. They like no complication due

This consumer shops online, they find it convenient and it’s less hassle for them. Their preffered brands to shop at are: Topshop, Topman, Zara, H&M, Asos, Bershka and Pull & Bear. If they want to order gadgets, and household appliances they will shop at Amazon for convenience. They are likely to order online as it’s more convenient but if they do go out, they will do short but frequent shopping trips spending the minimum.


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ari.

‘Shake the bottle, wake the personality.’

ari.

ari. A gender neutral, high quality customisable service for students

What:

ari. Is a personalisation service that offers customisable water bottles and vinyl stickers for laptops and phone cases.

Where:

University - Selling on campus at Arts University Bournemouth and Bournemouth University from 10 am - 3pm Tuesday 21st May Social Media - Running for 1 week, order through Instagram and Facebook accounts via message.

When:

May 17th - 24th 2019 1 week project.

Why:

To raise money for Graduate Fashion Week funds.

#myari #myaritravels

Sharpe PERSONAL - Medium

Brand Development.

Who:

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ari.

ari.

ari.

ari.

ari.

ari. - We are called ari as our brand name as it is simple and unique which represents our values.

elysha westcott

Monochrome Colour Palette represents our gender neutral brand.


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Pre-launch.

Post-launch.

Friday 17th May Day 1-3 Begin initial concept research and brand development.

Business Plan.

Day 4-5 Mini mock-ups, test printing trialling fonts and colours.

Day 6 Purchase vinyl colours and water bottles.

Day 7 Create social media accounts for promotion purposes.

Day 8-10 Create initial water bottle examples of font and colour variations ready for promotion.

Day 11-14 Distribute posters and prep for Tuesday 21st May launch at University.

Our Purchase Price

Sold Price

Water Bottle + Vinyl

£2 per bottle

£6 per bottle

Vinyl

N/A

Product

Profit Made

The launch of social media to make the university students aware and so we can customers can start placing orders ready for Monday. Place posters around University and social media.

Prepping orders ready to vinyl cutting. £3.90 each

Monday 20th May £2 each

£1.90 each

Paper Bags (50x)

£7.74

15p per bag

N/A

Stickers (90x)

£5.06

5p per sticker

N/A

Employee Funds

N/A

N/A

N/A

Day before launch at University: Create vinyls of orders placed over the weekend. Ready for collection on Tuesday.

Wednesday 22nd May Proceed to complete orders for collection from the following day. Plus continue to promote for further orders through social media.

Friday 24th May Proceed to complete orders for collection from the following day. Plus continue to promote for further orders through social media.

elysha westcott

18-19th May

Tuesday 21st May Launch day at university: Products for sale, in court yard. Get people to write down their name, mobile number and pay upfront so we can make ready to collect that day / Wednesday.

Thursday 23rd May Proceed to complete orders for collection from the following day. Plus continue to promote for further orders through social media.


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Marketing Strategy.

Product:

Our Mission:

We as a brand aim to capture an audience who appreciate personalised items at a high quality yet affordable price range. We aim to encourage higher education students to stay healthy and hydrated throughout the summer months, with an added sense of fun and individuality.

Our Personality:

Our personality is influenced by our audience who are fun and health conscious. We as a brand hope to create a fun and personal experience which is reflected through the personality of the brand. Ari is - fun, outgoing, confident and quirky.

Brand Identity:

Ari is a personalisation service that offers customisable water bottles and vinyl stickers for laptops and phone cases. That is affordable for ari’s target audience 16 - 26.

Customisable vinyl stickers sold individually, alternatively personalised water bottles with initials or names up to 12 characters available. In the choice of black and white stickers.

Essence Individuality, Customisable, Quirky and Fun.

Values Quality, On-Trend, Personal and a sense of Community.

Price:

The individual stickers will be sold as -ÂŁ2 per name, initials or word requested. The water bottles will be sold at - ÂŁ6 each with the personalised vinyl stickers. Packaging will be available at no extra cost to the consumer.

Differentiation A genderless personalisation service that is quirky yet affordable. Offering not only personalised water bottles but the facility to produce individual stickers in the design requested by the consumer.

Business Foundation Ari has been created to fundraise money for Graduate Fashion Week in June 2019 by Elysha Westcott and Sian Barlow. Allowing students to customise their personal items to their unique preference.

Promotion:

Ari is promoted through gorilla marketing, dominantly on social media accounts such as Instagram and Facebook as these are the common platforms used by the consumers. Posters will also be placed around the Arts University Bournemouth and possibly Bournemouth University to create more awareness of the brand.

Place:

elysha westcott

Ari will be a pop up shop placed at the Arts University Bournemouth on Tuesday 21st May. Orders can also be placed through the social media accounts for pre-order.


Social Media Strategy.

portfolio elysha westcott

Social Media:

Social media is extremely important when it comes to ari as a brand. The target consumers of ari commonly use social media platforms Facebook and Instagram, both of which are great photo sharing sites which can visually promote what ari has to offer and when they will be available.

Instagram:

Instagram is the main platform that ari as a brand hopes to reach most of its consumers. Instagram is commonly used by the consumers on a daily basis which makes it the perfect platform to reach out and connect to the consumers through. Posting daily content up until the launch

is crucial as the consumers need to be aware of what is going on and where it is happening so that we can attract as many people as possible. An instagram account for ari as seen above has been created to reach out to consumers prior to the launch. The account also offers the service of order placement for the next day.

Facebook:

Facebook is another social media platform ideal for promoting ari. An account has been made prior to the launch which informs the consumers what ari has to offer. The messenger service allows the consumers to place their order online specifying what they would like and when it would be available

to collect. An automated message has been set up which informs the consumers what details we would need for an order to be placed. Facebook has the facility to post content onto facebook pages who could possibly be interested such as Overheard at AUB and Bournemouth who are direct, local consumers and easily reachable.


E.M.W

The items above show examples of what ari has to offer. Prominently focused on vinyl stickers which can be applied to laptops, phone cases, notebooks and much more. The individual stickers allow a lot more versatility as to what they can be applied to, encouraging the consumers to make something more personal and

elysha westcott

custom to them. Ari also offers high quality water bottles as seen above which have a capacity of 700ml easy for the consumers to keep track on their daily water intake. The bottles are modern and produced to a high quality which can be personalised with initials, names or words to the consumers preference. Ari offers two different font styles

the first of which is a more feminine font called: Sharpe PERSONAL - Medium and the other a bolder, more masculine font called: Hiragino Kaku Gothic Std - W8. Both fonts can be produced as lower case and / or upper case letters in black and white. The size of the font will be dependant on what the vinyl sticker will be applied to.

jamie

danielle

Final Outcomes.

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S.C.B

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Ee Kk Pp Uu Zz

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Profile for Elysha Westcott

Fashion Image and Communication Portfolio  

2019

Fashion Image and Communication Portfolio  

2019

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