emma louise nelson
contents
2. Profile & CV
4. Lookbook & Branding
7. magazine production
11. Professional case study 13. final major project
who am i? I am a 21 year old Fashion Communication and Promotion graduate ready to embark on a career in a fast paced, challenging industry. Over the last few years I feel I have accumulated the skills, knowledge and experience that can be of value to you and your team. Completing a degree that spans a variety of different fields within the fashion industry has helped me understand fashion in the bigger picture. Working on projects from the initial concept to the final print has allowed me to experience first-hand the areas of the industry and the roles and contributions that make the final product possible including the organisation of photo-shoots, implementing marketing tactics and drafting magazine features or press releases. My time management and organisational skills have been challenged throughout the last 3 years juggling university, part time employment, securing my qualification in Make-up Artistry and starting a freelance business. I believe this is evidence of my hunger to continually learn and better myself and a reflection of my determined and hardworking nature. My portfolio illustrates my growing skill set and versatile approach to projects from both the creative and practical side to the business and theoretical side of the industry. I am confident working independently however also thrive as part of a team. Trend aware, social media savvy and fashion and beauty obsessed through and through. I love a challenge and the opportunity to develop and enhance my knowledge.
cv Emma Louise Nelson 07910959448 emmalou.nelson@gmail.com Skill Set Marketing // PR // Journalism // Styling // Branding // Copywriting // Social Media // Makeup Artistry
employment & work experience the sun Lounge // salon receptionist// ongoing Liverpool.. Responsibilities include: Managing appointments, greeting clients, maintaining high cleaning standards and managerial roles such as key holding, rotas and balancing money. think publicity// june 2013 // PR Intern Liverpool. I was actively involved in daily duties of the press office with tasks ranging from creating media lists, controlling social media sites and drafting and editing press releases. pinik cadillac boutique // oct 2012 - april 2013 // sales advisor Huddersfield. Responsibilities included: Sizing and replenishing stock, handling customer complaints, advising customers in the fitting rooms, general customer service and basic maintenance of shop floor.
Adobe Indesign // Illustrator // Photoshop // Google Sketchup // Microsoft Office
shop direct group // august 2012 // marketing intern Liverpool. I observed and participated in various areas of Shop Direct Group’s Marketing strategies gaining an invaluable insight into the promotional aspects of their four companies – Very, Littlewoods, Isme and K&Co
References Lisa Pritchard (Director of Resurrection) 07949387808
resurrection ltd // march 2008 - sept 2011 // sales advisor Liverpool. Responsibilities included: Styling; Window Dressing; Visual Merchandising; handling customer complaints; cashing up, returns and layovers, buying and trend forecasting, writing for the shop website and general sales advising.
Claire Burton (Director of Pink Cadillac) 07796797858 Charlotte Goldthorpe (Tutor) c.m.goldthorpe@hud.ac.uk Janina Sa (Shop Direct Group) janina.sa@shopdirect.com
education & qualifications 2011 - 2014 // University of Huddersfield // Fashion Communication & Promotion Marketing // Public Relations // Branding// Event Management// Trend forecasting & Styling // Fashion Journalism // Digital Technologies. 2013 // Liverpool City College // VTCT Level 3 Fashion & Photographic Make up Fully qualified Makeup Artist currently working freelance 2004 - 2011 // sacred Heart Catholic College, Crosby, Liverpool A LEVEL. English Literature A // Drama & Theatre Studies B // Psychology B GCSE. 11 A*- B grades including English, Maths and Science
Lookbook
& Branding Year 2 // Group Project. The brief was to create a new women’s wear fashion brand, inspired by the 80s complete with brand handbook, look book, press pack, advertisements and communications plan with store design and varying promotional tactics. Marketing // PR // Styling // Branding // Layout // Leadership // Organisation // Time Management // Team work
VISAGE I played a prominent role in the organisation and leadership of this project sharing a large part of the work with another group member. This included keeping the group motivated, liaising with models and photographers, distributing tasks and editing and finalising written content. ‘Visage’ was a brand inspired by the ‘new romantic’ style of the 1980s and present day eclectic vibe of East London competing against brands like Religion, All Saints and Bitching and Junkfood in the high-end high-street market. With a flagship store in the heart of Shoreditch, East London, Visage targeted young creative professionals. The promotional strategy was a fusion of fashion, art and music with collaborations with art students and music events such as SW4 and Brick Lane music festival.
A photo shoot was organised in the basement of a local nightclub, providing a gritty back drop to communicate the brands grungey aesthetic. A professional model and makeup artist were hired in order to achieve industry standard images for the look book and advertisements. At the close of the project we had to pitch our brand and our promotional strategy to a panel of tutors in an interactive, persuasive presentation.
Magazine production
Year 3 // Group Project. The brief was to create a magazine that filled a gap in the current market. Four group members had 6 weeks to come up with a concept, pitch the idea to a panel and create a physical publication including editorial content, features and original advertisements. Styling // Journalism // Editorial // Layout // Editing // Time Management // Organisation
faux
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With such a short time frame for creation and only 4 group members, the work load was evenly split and everyone contributed a significant amount. My main role, as features editor, was very journalistic based and I was responsible for a vast amount of the written content. Being a qualified makeup artist I was the main source of information for products, application, retailers and contacts. During this project I built relationships with photographer Nicole Jopek and modelling agencies Nemesis and Boss which came invaluable later on in the year.
We felt there was a gap in the market for a high fashion editorial style makeup artistry magazine aimed at industry professionals or those wanting to enter the industry. We wanted to create a magazine that combined the high quality imagery of a fashion glossy with industry knowledge, devising a print publication that was both aesthetically inspiring and technically informative.
Faux is a quarterly, seasonal publication devoted to the art of makeup. A one of a kind, visually stimulating fusion of makeup artistry with editorial and trend.
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We decided on a juxtaposing theme of light and dark and day and night for the two central editorials. ‘The Sacred Hour’ being centred on light and luminosity. For each editorial I drafted poetic style copy to accompany the images and a step by step ‘how to’ on achieving the featured makeup look. Tear out face charts for the reader to practice their makeup look on was a further addition. To ensure the height of professionalism and an industry standard, we hired 2 MAC trained makeup artists to do a series of looks inspired by the two light and dark themes. We wanted to feature makeup looks that were artistic and unconventional but then could be adapted easily into a wearable look.
PROFESSIONAL
CASE STUDY Year 3 // Individual Project.
The professional case study required me to undertake a detailed, in-depth and critical investigation of an issue relevant to fashion communication and promotion in 10,000 words. Research // Interviewing // Data Collection and Analysis // Editing // Evaluating
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An Exploration of Instagram as a Marketing Tool in the Fashion Industry
ABSTRACT
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This study aims to explore Instagram as a marketing tool in the fashion industry filling a void in existing academic literature which currently discusses Instagram together with other social networking sites a whole. A content analysis of three fashion brands that represent three different market levels in the industry was applied, using the last 200 posts from their Instagram accounts. 10 key post types were identified ranging from ‘Behind the Scenes’ to ‘Promotional Offer’. Engagement was calculated using follower figures and ‘likes’ giving a percentage to compare engagement between the three brands. Missguided had the highest percentage of engagement with 7.7% of followers liking each post on average. However, an additional way to measure engagement was the use of hash-tags with Burberry performing highly with 1109148 images posted under ‘#Burberry’. Consumer surveys with 75 respondents highlighted reasons for using Instagram and engaging with brands, with ‘Inspiration’ and ‘to be part of a community’ reoccurring responses. The findings highlighted that Instagram shines in areas of consumer engagement and brand identity yet does not have any positive implications for direct sales. The application should be incorporated into a wider, integrated social strategy but with its current position as the world’s fastest growing social media platform, its potential is evident and it is now imperative Instagram is more thoroughly investigated.
FINAL MAJOR
PROJECT Year 3 // Individual Project. This was a self-initiated brief in which I was tasked to produce a ‘final major fashion communication project which will target a specific fashion market and channel your creative and intellectual skills to create an innovative and highly original solution.’ The project aim was to produce a very high professional level integrating all elements of the course and using a sophisticated creative methodology. Marketing // PR // Styling // Branding // Layout // Time Management // Organisation
nasty gal I devised an integrated strategy for American e-tailer Nasty Gal to enter the UK market in Spring/Summer 2014 with a UK based distribution centre eliminating the expensive shipping and customs charges UK customers face when ordering from the US. The project included a promotional strategy, launch event proposal, press pack, advertisements and a look book. I completed all elements of the project independently except the photography – I worked with photographer Nicole Jopek. The promotional strategy aims to launch Nasty Gal with a coherent identity reflecting the core values of the brand in a playful, youthful style targeting a niche consumer. Through a variety of tactics that encourage user-generated content and discussion, the strategy aims to build a community feel around the brand, centered on the tag line ‘R U NASTY?’
For the look book images I wanted more simplistic studio shots that showcased the clothing collection. I feel these worked well with the playful colourful advert images. I worked with models from Nemesis model management and sourced clothing that reflected the Nasty Gal style.
For the final part of this project I had to present a summary of my strategy for Nasty Gal in a designated exposition space, explaining how the project came to completion and what steps I undertook to get there.