BRAND ME comp 2

CONTENTS

WHO AM I?... INTRODUCTION

In this book, I will discuss how the brand me section of this module has helped me to develop my personal branding. I am defining ‘personal branding’ as the way I am going to market myself in relation to my chosen career path. It will reflect my values, brand identity and brand message. My journey commenced when I conducted some initial research to gain a clear understanding of who I am, my influences and interests that have been influential in creating my brand. Using this and engaging in further primary and secondary research, I was able to identify my chosen market level and brand concept.

ME ME AND MORE ME

ABOUT ME

For the initial part of my research, I reflected on myself and my childhood upbringing. This was something that I had to really think about and join up the dots within my self reflection as this is something anyone rarely does. I learnt I am a positive minded, polite person who effortlessly puts others before herself. This was a pivotal part of my journey as I realised that to understand my brand, I needed to understand myself. I followed this by reflecting upon my childhood, which is something I am extremely grateful for. I was brought up surrounded by a loving and supportive family who always put my before themselves, this is where I have learnt my ways.

I was born in Chester but brought up in Wales with my family and my younger sister. I have always been a confident, positive child, helping worms get back to the grass when I was in primary school, this has always been in my agenda to help others, even up to now. Living in Wales, I have always loved spending time outdoors as every weekend in the summer we religiously went down to the coast to camp, and this is where my love for the sun and beach come into have an impact on my brand. Reflecting on my childhood made me understand that this is where my determination, passion and values came from. Having had a positive childhood, positivity Is something I’d like to incorporate into my brand. I also want my brand to reflect my culture, growing up by the sea and always sun chasing.

PEER REFLECTION

My family have played a vital role in making me who I am today and therefore highly influential in my brand. They have always supported me and ensured I am the best version of myself. They are people I have always looked up to because of their positive outlook on life. My family have made me the considerate, caring person I am today. I would like to reflect that within my brand, associating them with the bright colours in my life.

When asking my friends and family about me and my personality I received highly positive comments. I asked the question ‘what colour would you associate me with?’ I received a mixture of colours, these were Pink, Yellow, Blue and red. When I always why, all of them answered with ‘because of your positivity and your love for summer’. They described me with words such as positive, polite, caring, calm. Reflecting on my friendships has shown me I have grown a lot as an individual and have become a lot more independent. Therefore, positivity and community are aspects I want reflected within my brand.

BLUE

Light blue symbolises peace, calmness, trust and reliability.

From my own knowledge and I can relate to the colour light blue as I myself enjoy peace and being calm and relaxed, as I am a very laidback person. I also relate myself to light blue as this is the colour of the sea also the sky on a sunny day, as I my favourite season is summer.

I am the colour blue because I associate myself with summer. I love being next to the sea and the blue sky as I have amazing memories from my childhood and present. These memories include family holidays, summer days out with my family and my grandma, and going camping with my dad from a young age.

YELLOW

Yellow symbolises joy, happiness, optimism, excitement.

Both family, friends and also myself have said I represent the colour yellow as I am a happy and joyful person. Also, they see me as the colour yellow as yellow also represents the sun and heat, which both know I love.

I love the sun, this links back to my dad as my dad loves the sun, and my dad links back to my grandma who lived in India for many years before she had my dad. I also associate yellow with holidays and days out in the summer with my family and friends.

After my grandma passed away, she left me behind 2 yellow royal Dalton dolls. This is another reason why I love yellow as it brings me memories of my grandma.

PINK

Pink symbolises charm, politeness, kindness and femininity.

Which from speaking to friends and family and from my own knowledge I do relate to pink symbolically. I base my own brand on being kind and polite to others and thinking of others before myself. Which is also a weakness of mine as I put other’s happiness before my own.

I am pink because being the nice girl was how I was brought up and always taught to be nice and polite to everyone. I wanted to associate myself with pink because I know I am a people pleaser, which I need to work on as putting others in front of me isn’t going to get me where I want to be. But this is ME, and I will always be the nice girl, just when it comes to myself, I will be first.

MY JOURNEY

Although I’ve had a good easy upbringing, in my life I’ve had to face quite big disturbances within my health. While I was in high school, I developed an unknown illness which made me miss out a lot in my last years of high school. I was back and forth to the doctors and a&e with a condition doctors couldn’t diagnose. At first, they thought it was a recurring UTI, with further investigations on this every health professional was unsure. This condition made me miss out on a lot of things in high school making it quite a difficult time for me. I was severely underweight and malnutritional because of my problem.

After years of antibiotics, scans and hospital visits I was eventually diagnosed with Crohn’s Disease. Although my symptoms for Crohn’s weren’t very clear, my previous problems were because I had developed something called a fistula, fusing parts of my main organs together creating the problems which I faced for years. I was pushed through to an emergency operation to have this disconnected while also taking 30cm of inflamed intestine. After having this condition for so many years I was relieved to be able to live a what-so normal life.

Having this condition for so many years and being bed bound has made me realise, life is too short to waste time and to take every opportunity that comes forward in life.

The sun motivates me as generally sun is a natural motivator anyway, but the sun motivates me in a different way. I want to live somewhere where the sun shines most of the time, this motivates me to do well and be able to eventually move somewhere the sun is. The sun makes me happy and I don’t like being cold so the two go hand in hand.

To be happy in life 100% motivates me to do what I want to do in life. Life is too short to be stuck in a place you don’t like and I really value this after past experiences. I want to be happy in a job and most importantly happy in my life and fuelling this is one of my biggest priorities and motivators.

I would be lying if I said money doesn’t motivate me, money is a natural motivator to enjoy life. I am going to work as hard as I can to be able to provide and treat myself and the people I love around me.

Travelling and seeing new places in the world is probably one of my biggest motivators. A thing that scares me is being in the same boring town without seeing and experiencing the world. Eventually even moving abroad somewhere with sun.

WHAT MOTIVATES ME?

To have nice things in life motivates me to do well in life and to get up and do my best is everything I do. I want to be able to see things I worked hard for such as having a nice car or being happy with my hard work. I know this isn’t everyone’s motivator, but this is something that I would like to be able to see my hard work being spent on.

HOLIDAY CLOTHES

My passion is finding the best holiday outfits, being able to find the perfect outfit for a night on holiday brings me great joy. This is why I would like to pursue a career in this as this is something i am passionate about and really enjoy.

BEING THE BEST VERSION OF MYSELF

I am passionate about left improvement and I want to become the best version of myself. I want to do better in myself and the things I want to do in life. I’m passionate about pushing myself to have the life I want to have and to enjoy it as much as I can.

KNOWING WHAT I WANT

I am passionate about knowing what I want in life. I want to be able to know what I want in order to go out and get that, I’m passionate about chasing my dreams and to do that is to know what I want. Whether this is changing, Brand Me will definitely help me know what it is I really want.

BEING HAPPY

My passion is most of all to be happy in life and to be happy in every decision I make in life. I am big on finding happiness in everything you do and want to keep that in my life, and this is my life and being unhappy isn’t something I have room for. After my experience being ill for such a long time, being unhappy is not up for debate.

WHAT AM I PASSIONATE ABOUT?

who are my 5?

MUM

My mum is my number 1, she has done everything she can to make me the person I am today. She always puts my sister and I before herself every time and I appreciate her so much for it. She’s supportive of my every decision and always wants me to do what I want. I owe everything to my mum.

DAD

My dad is also my biggest supporter, he always wants me to do my best and do everything that I dream of. He has done everything to keep our family happy and I look up to him for that, and I owe everything to him also.

SISTER

Although me and my sister bicker id never want her to not look at me as a role model. I hope that she looks at the things I do and want to look at me for inspiration.

ME

Without sounds vain but I am in my top 5. Prioritising myself is something I value as I need to be happy with myself and what I want to do. Only I can choose my own happiness and my future.

GRANDMA

Most importantly my grandma. Although she passed away a few years ago I will always do everything to make her proud of me. Everything achieve I gain I will always think of my grandma and how proud she would be of me.

CAREER NICHE

One of my goals for the next 5 years is finding my career niche, hopefully within this trimester I will be able to get a grasp of a job position I would be interested in, although without gaining any physical experience it is hard to figure out. So, my goal within the next 5 years is to find what my niche is.

MASTERS

Another goal I want to achieve is a master’s degree after finishing this degree. This is a goal of mine as I will be finished with education with one of the highest education achievements. I feel this will boost my education and knowledge about a subject if like to find out more about.

GRADUATE WITH A 1:1 / 2:1

A goal that I can achieve this year is to graduate with a 1:1 or a 2:1, realistically I’m closer to a 2:1 but would definitely be happy with that. I am going to try my hardest to push to get that 1st but if that is not achievable, I am happy with the other.

VISIT 5 NEW COUNTRIES

A goal I am aiming for in the next 5 years is to tick 5 new countries off my list. This is something I’d like to do as I like to see and explore new places and cultures and is something I enjoy doing.

GET A BIG GIR JOB

Lastly, my last goal is to finally get a ‘big girl job’, meaning earning a salary rather than a wage and achieving a job that will help me get to where I want to reach in the future. Whether it will be a temporary job to get more experience or a progressive job in a company I’d like to work a while for.

WHAT ARE MY GOALS?

FOR THE NEXT 5 YEARS...

HYDRANGEA

I would like to say I am a Hydrangea as although this could be classed as a shrub, this was the first ever plant that I was taught the name of. I was thought this by my grandma. Hydrangeas also come in a lot of colours including pink, blue and purple. Hydrangeas are also big and bubbly, something I would class under my personality. I also love colour, and this is why I link this back to me.

WHAT FLOWER AM I?

WHAT BUILDING AM I?

SINGAPORE AIRPORT

I would say if I was a building I would be Singapore airport because I like to associate myself with travel as I love seeing new places, and with the building being an airport this sums up travel. Also, the reason why I said Singapore airport is because inside the airport there are these amazing waterfalls surrounded by trees and it is very peaceful and colourful. Which I would like to relate myself to.

SELF REFLECTION SUMMING ME UP...

As part of the process, I reflected on my strengths, weaknesses and how I communicate. My strengths included being positive minded, straight minded and adaptable. I am hard working individual who is always aspiring to progress and achieve new goals. My weaknesses included being a people pleaser, lack of technology skills and not being good at explaining my ideas. It is clear that I do things for other people rather than myself sometimes, when I should not. However, my strengths and interests lie both within creative and marketing fields and therefore I would like to explore both to communicate my brand. I was class myself as 70/30 marketer and creative. Therefore, I like to present my work in both controlled and creative ways. I have also found that I would place myself somewhere in between a minimalist and maximalist, which should easily be identified throughout my work.

The brand me journey has shown me I enjoy writing, researching and using photoshop to digitally present my creative work. I have learnt that marketing is my safe space as I studied this at A Level, and I need to take greater risks and be more self-confident in relation to my creative work and ability. I would class myself as an ambitious person, however in my work I do play it safe which I would like to work on this. This part of the journey has been beneficial for me as it has allowed me to understand my key strengths, interests and influences to take forward within my brand.

WHAT STYLE INTERESTS ME?

Summer and Vacation styling and Pinterest summer wear is what inspires and interests me and is a style I love to research and follow trends on. This is because I simply love colourful clothing, including clothing with sequins, gems, beads and embroidery.

This type of clothing or brand is the styling I would like to work with within my career, as I love everything to do with summer clothing. These brands are mainly Australian fast fashion brands, although I am willing to drop into fast fashion if it means pursuing my interest in this type of style.

Brands that highly interest me and brand I would like to work for in the future are...

PEPPERMAYO, TIGERMIST, KASELA STUDIO, MESHKI, I AM DELILAH, LIONESS, OUTCAST, PRINCESS POLLY, RUNAWAY

These brands are based off my own knowledge and style based in the fast fashion category but have yet to discover similar brands in a higher market level. These brands are brands that interest me based of their designs and brand aesthetics. Each of these brands target a similar market of women aged 18-30 looking for summer or vacation wear.

MY STYLE MY BRANDS

PEPPERMAYO

Peppermayo is a Sydney, Australian based brand, founded 2012. Their focus was to market their exclusive, in-house designs as the go to outfit, rapidly becoming their signature go to.

Peppermayo involve commitments to reduce their environmental impacts with the use of biodegradable postage bags and recycled paper tags.

Although Peppermayo mainly sell summer wear, they also tell outerwear, knits and jeans. making it the perfect mix between both as they mainly focus on their best-selling summer wear pieces, as well as also catering for consumers wanting something a bit warmer.

Also, Peppermayo is an Australian brand meaning relocating to Sydney may be an option for me. Although if I am having doubts about this, Peppermayo are in the process of launching an office in the UK, meaning I am able to work for this brand here, as I do realise moving to Australia is such a huge commitment to make

Peppermayo would be my number 1 brand to work for as their brand and clothing is part of my fashion inspiration and I love every single one of their pieces, they also come under my brand values as they are open to improving their sustainability which is the wat forward for the fashion world and is something that won’t be going off trend for a while. This brand includes all 5 of my brand values, making it the perfect brand for what my interests are.

IS A HERITAGE BRAND FOR ME?

Based off my culture and values being brought up with a close family and having mentioned them a lot in my research, I thought it would be a good idea for me to investigate heritage brands. Heritage clothing pieces are less modern, as they have continued to sustain tradition and history. Meaning, these garments are not classified as microtrends, especially as a lot of them are timeless pieces that have remained trending and popular throughout fashion history, which isn’t something I find interesting and i wouldn’t want to build my brand around this.

With my interests being based around summer garments, only accessories for heritage brands would be helpful for me, although this isn’t something I’d want to build my career around.

After researching heritage brands, I have come to the conclusion I have minimal interest in heritage brands. As a whole I love luxury brands such as Hermes, Chanel, Louis Vuitton and other heritage brands, especially their accessories and vintage achieve but these are not something I’d like to pursue a career in as it isn’t really me and what I’d want my career to entail.

HOW ABOUT A LIFESTYLE BRAND?

After looking back on my culture and values, I have decided to take a look into lifestyle brands. A lifestyle brand is a brand that is intended to embody the values, aspirations, interests, attitudes, or opinions of a group or a culture for marketing purposes.

After researching this and brands within a lifestyle commitment, I have taken one brand into consideration, this brand in Lululemon. I have chosen this brand as their brand values come under what I have listed in what I am looking for with a brand.

Lululemon also holds customer values that I take interest in, such as catering for gym wear users which I also wear, as well as colourful clothes, which I also stand with.

After researching into Lululemon, I have come to the conclusion I would like to research into Lululemon as a lifestyle brand and would like to potentially base my brand around them. This is because they hold personal values to their consumers which I would associate myself with and believe in as a consumer and an employee. Concluding this, I will investigate Lululemon as a brand, who they market to and what their bast selling country is, as Lululemon may not have a consumer base in Australia.

MY JOB VISION

In my job, I would like to have the role of being involved in most creative and business opportunities and ideas. This also includes travelling within my job. I would like to do this because I want to be very involved in my job and would like to have the best of both worlds when it comes to choosing what I want to do. Here I have chosen 9 images reflecting on what I have said I want to see and go within my career. A lot of these pictures include Travel, being on set, being in the decision room and overlooking upcoming pieces and designs.

Within my job role, the only restriction I would like it to have minimal involvement in creative technology such as editing on software’s such as the adobe cloud. Basic editing is fine, but I would like minimal of these in my job role, as this is something I do enjoy doing, although I am trying to use it more and more in my university work.

I would like to be able to travel in my job as this is something that excites me in my day-to-day life, and to have a job that involves something I love to do will excite me and motivate me to do better within my job role. I would also like to have as much involvement in every job department that interests me, these include marketing, design, sample testing, projects, photoshoot set ups and styling. I’d like to be as involved as possible as all these departments are something I’m passionate about and would like to incorporate this passion into each department.

PROJECT MANAGMENT

I was advised by my program leader to research into the job role ‘Project Management’ based off what I have told her on what I want to achieve career wise. From the description of the job role, I believe this would be a highly reasonable match for me. The job involves managing the business side of brands, overseeing different departments such as marketing and merchandising, which is something I’d definitely be able to enjoy, although I would like to be more involved on shoot set ups and travel, based on the brand, this could be included in the job role. Also, in the job role I can help bring creative ideas to fruition through m business knowledge and skills, fuelling my idea of my marketing and creativity being 70/30.

The job role requires a high level of organisation, planning and communication which I do believe are all strong traits of mine. The job role also states I need to be a key decision maker, which I can be as I do state that I know what I want in life and can feed this into my job when making business decisions. I am to be Personable, as I will be working with many different people and managing different departments, which I can definitely relate to as I am a very approachable person who is willing to help everyone and want what’s best for both parties. With this goes leadership, I do this within my part time job at River Island at the moment as I am a ‘responsible person’. meaning leading fellow employee’s jobs and taking charge.

In conclusion to this research, I believe Project Management would be a suitable job for me as it entails everything, I desire in a job role, and progression is still possible once I have reached this level. The job role includes most things I said I wanted to do, although this differs for different brands and would have to approach this to the business when applying.

With wanting a creative and innovative job, I was also recommended to research into a Brand Development job. Brand development is a strategic process of creating and distinguishing a company’s image, products and services from your competitors, signifying new ideas and products as your company grows. This job role includes being able to come up with an objective around the brands values and rebranding, updating or analysing what the business wants for the future. This jo will involve use of adobe software’s and other editing apps, which is not necessarily my strong point. I was also involving trend spotting within this job role to help keep businesses up to date with their website and brand.

Although I did state I wanted to be involved in creativity and design, I think this job role would be too much on the creative side for me. I love the idea of being able to rebrand a business and flow creative ideas into the business, although I don’t enjoy using these editing platforms and therefore this job role isn’t desirable for me personally. I would like to be able to flow ideas into a business as this interests me, I just wouldn’t want to be the one creating the designs.

BRAND DEVELOPER

FASHION MARKETING DIRECTOR

Fashion marketing directors handle marketing campaigns for various facets of the fashion industry. They may research potential consumer markets for different pieces of clothing, accessories or styles. Fashion marketing directors need to be able to recognize emerging trends, convincing consumers to buy into them. In this career, you use skills in advertising, design, retailing, purchasing, planning and promotion. You also need to understand distribution chains and pricing methods. Making this job role pretty even when it comes to creativity and business, something I am both interested in. Within this job role I need to be a personable person, as in the job you work with many different people. I am a very approachable person and want the best for both parties within the business. With this job you need to be both business savvy and creative, this is something I have been looking for in a job as I enjoy both sides of these. Although, I am more business-like, it is good to be able to have both skills in the business.

This job role is something I originally had seen and wanted to do research on. The job role includes everything I have been looking for in a job and believe this would also be a perfect match for me.

In conclusion to this, this is definitely a job role I’d be interested to pursue, and it entails everything I desire in a job role, and progression is still possible once I have reached this level. The job role includes most things I said I wanted to do, although this differs for different brands and would have to approach this to the business when applying.

SYDNEY

SYDNEY LIVING

Sydney is one of the most secure cities in the entire world, making it one of the most i desirable place to liv. Sydney recognises that a commitment to sustainability and the protection of the environment is essential in improving quality of life, helping improve global warming and sustainability in the fashion world, this is something I’d like to help get on board with and relocating to Sydney will help this. Sydney’s coastline is simply outstanding, featuring some of the most beautiful and accessible beaches in the world, with my love for the sun and beaches, this makes it a great place for me personally to move, especially because most of my desired brands are based here. Based off these factors Sydney seems like a desirable place based off my likes and interests.

Although Sydney is a great place to live, the cost of living there is very high. Salaries in Sydney are higher than UK salaries meaning this does reflect the prices in Sydney.

Unless salaries are lower, this shouldn’t be a problem. Also, traffic congestion times get quite high, with Sydney being a big city with a large population, congestion is a given. Although public transport is great in Sydney meaning if you aren’t driving or beat the traffic, it is fine. The job market is very competitive over there, with the population so high, everyone is fighting for jobs. Although if I was to go over with the courage and experience, competition isn’t a worry.

Sydney is definitely a place I would consider moving to as it is a different lifestyle over there and this is something I’d love to associate myself to. I love the heat, and the UK weather is a joke and is not something I stand for. I understand this is a huge commitment to make and will take a lot more thought and research. But for now, Sydney is on my list.

MELBOURNE LIVING

Melbourne has a lot to offer in terms of quality of life. There’s always something happening, whether it’s art exhibitions, music festivals, or food markets. Plus, you’ll never run out of dining options with its diverse culinary scene. With this, this is very similar to the UK as this is also seen here. Salaries tend to be higher than in the UK, with plenty of job opportunities and a range of desirable living locations. This is something that makes Melbourne a desirable place to live as it’s good to hear that there are lots of job opportunities making me feel better about there not being much competition. One thing that sets Melbourne apart is its reputation for being safe. With low crime rates, you can feel secure walking around the city even at night, this is very different from the UK, as a woman who enjoys solo walks this is very enlightening to hear.

Melbourne is famous for its ever-changing weather. It’s not uncommon to experience all four seasons in a single day. This is similar to the UK climate conditions, which is the reason I wanted to move, this does put me off moving to Melbourne as this was a big factor to my decision.

In conclusion, from researching both Cities and weighing up which is most suitable for what I am looking for, I personally think I am better suited to Sydney.

After further research, Lululemon is a big competitor for gym wear in Australia. Although gym wear in Australia is a huge competitive market and it would be really difficult with the company not being an organic Australian brand, Australia is huge on supporting local businesses, so as Lululemon is US brand it would be difficult to convert Australian consumers. Competitors include Running Bare, Lorna Jane, first base, Dyfne, these are all lifestyle, sustainable gym wear brands based in Australia.

After researching more in Lululemon I have come to the conclusion that Lululemon isn’t the market or consumer target for me. If I were to move to Australia, the gym wear competivness would be too big for the company to fully succeed and have an office out there. Also, after research I have found gym wear isn’t big in Spain and European counties, meaning the Eastern European market would be a waste to market the brand to. As well, no other lifestyle brand gives me any interest and I wouldn’t want to force myself to this.

MELBOURNE

EUROPE LIVING

The benefit of living in Spain that most expats appreciate is the option to live at a slower pace. Most foreigners living in Spain prioritise living life to the fullest, allocating significant time to relax and socialise with locals and expat friends. This is largely influenced by the commonality of seeing Spaniards eat lengthy meals and socialise with friends and family. The change of pace may take some getting used to for individuals accustomed to a fast-paced life in big cities, but many find it to be a welcome adjustment. Furthermore, Spain has an excellent public transportation infrastructure, simplifying travelling without a car. Its city centres and rural areas are well connected. Spain’s diverse transportation network, encompassing highspeed trains, regional buses, and domestic flights, provides an ideal business environment for many entrepreneurs.

Although Spain is famed for its bright and sunny weather, temps vary depending on the region. Spain experiences a wide contrast in weather, with temperatures regularly hitting over 30 degrees Celsius in summer. Unlike many other Western European nations, many Northern and Southern Spain regions offer affordable living costs, particularly for expats earning a foreign income through investments or a pension.

Living in Spain can be difficult for people who do not speak Spanish fluently. English is not commonly spoken, particularly in rural areas, making simple things like grocery shopping or doctor visits more challenging than if you had a basic grasp of Spanish. Spain has a relatively high unemployment rate, particularly among young people, which may present difficulties in finding jobs for foreigners looking to move to Spain for work.

In most European cities, people dress to impress, loungewear is for lounging at home and not for walking around the city centre and grabbing a cappuccino. Spanish style is elevated yet practical, but most definitely not boring. Outfits range through all styles and aesthetics, allowing fashion freedom in what you choose to wear.

I follow the trend ‘euro summer’ which briefly relates to Spain as these are outfits worn by tourists visiting European countries. Although these outfits are worn by tourists, they are clothes especially for hot countries and holidays. Working in Spain, I will be able to work for a Spanish brand marketing summer wear in Spain, Or a brand marketing Euro Summer.

SPANISH FASHION BRANDS

After researching Spanish fashion brands that sit under my interests and what I am looking for in a brand, I have come across the brand Azur Ibiza. Azur Ibiza is more than just a swimwear brand, it’s an island lifestyle brand that is worn by people who share the love for the island life. They sell a vast variety of swimwear, beachwear, kid’s swimwear and beach accessories. From first glance this brand seems like a good brand that I could fit in well with. The brand was founded in Ibiza, their swimwear is designed to enhance your natural beauty, so you can feel confident and empowered wherever you go.

The brand has 14 thousand followers on Instagram, making it a niche brand that not many people know about. Whether the brand decides to stay small and unique in Ibiza or they might want to expand their shops in other European markets, I really like this brand and is a brand I could possibly work for in the future.

AZUR IBIZA

Azur Ibiza is based in a hotel boutique in Ibiza called, OKU Boutique. The hotel boutique stocks up on Azur Ibiza swimwear and accessories, as well as Azur also having their own website. The future for Azur could be bigger if they were to grow their business and possibly own their own boutique shop in Ibiza old town or San Antonio, this is where the night life is mainly held.

SPAIN

TOKYO MARKET RESEARCH

From my research in Tokyo, I have found that Japanese people specifically living in Tokyo wear a lot of streetwear but dressing their outfits up with a pop of luxury, such as wearing a designer bag, shoes and accessories. Their culture and trend over there evolve a lot around anime, dressing up in baggy clothes for the males and short, frilly clothes for the females. Continuing from this the females also like to wear a lot of heavy eye makeup to change the way their face appears making them look like a cartoon character. These were both seen around the Shibuya and Sunshine City areas such as Shibuya is the main capital of Tokyo and I suppose everyone is dressing to impress. The sunshine city areas included a lot of arcade shops, this is where the anime related people where at.

Japanese concept included a lot on black baggy clothes with chains and huge platform shoes, a lot of this was seen around the Harajuku area in the back streets, everyone looked really good and different and dressed for themselves in this area.

There wasn’t a lot of people wearing visible fast fashion, such as logoed items. Although there were so many people wearing un logoed items that looks cheaper and from independent stores. Maybe this wasn’t necessarily fast fashion but many pieces I was not able to identify where they were from. This is more targeted towards the older generation, as under people were dressed up with designer bags.

After going in a couple of the fast fashion shops such as Zara and H&M in Tokyo, I can confirm the clothes are extremely similar to what they are like back in the UK, and they do not cater differently to the Japanese market. Each micro trend is the same as in the uk including stripes, dark wash denim and suede.

SPAIN MARKET RESEARCH

In Spain, the fashion scene is heavily influenced by the country’s warm climate and lively culture, with colourful clothing being at the forefront of streetwear and high fashion alike. Bold colours and vibrant patterns dominate collections, from casual wear to evening attire. The use of these lively designs is prevalent in both ready-to-wear collections and highend fashion, appealing to a wide range of consumers, from those seeking unique, eye-catching pieces to those who prefer a more relaxed, yet stylish look.

Spain’s extensive coastline significantly impacts its swimwear market, the demand for swimwear is strong year-round, as Spain is a popular destination for both tourists and locals looking to enjoy the beach. Spanish swimwear often incorporates bold, tropical prints, geometric patterns, and vibrant colours, reflecting the country’s outdoor and beach-centric lifestyle. The combination of functionality and fashion in swimwear is crucial, as consumers not only seek attractive designs but also comfort and durability.

Accessories play an integral role in Spanish fashion, offering a way to enhance an outfit with a personal touch. Colourful accessories, such as oversized sunglasses, statement necklaces, and woven handbags, are particularly popular and are often used to complement bright clothing or create a focal point. The trend for mixing vibrant, bold accessories with

neutral or casual outfits is common, especially in summer months. Spanish consumers embrace accessories that showcase creativity and individuality, with items often made from natural materials like straw, wood, or beads, reflecting a bohemian and carefree aesthetic.

The use of sequins and sparkling materials is significant in Spain, especially for special occasions like holidays, festivals, and nightlife.

Sequins are often seen in evening wear, such as dresses and tops, but also in more casual items like swimsuits and accessories, catering to the festive spirit of Spanish culture. Sparkling materials are also a key feature in Spain’s vibrant nightlife scene, where people often dress up to go out in the evenings. Whether it’s for a night of dancing or a celebratory dinner, sequins and metallic details add a festive touch, making them a desirable element in many wardrobes.

In the fast fashion industry, many popular UK and international brands like Boohoo, PrettyLittleThing, and Peppermayo primarily operate online, which creates a gap in the market for physical retail stores. While these brands have a strong presence on social media, customers can’t physically see, touch, or try on the clothes before buying, which may lead to uncertainty about fit and quality.

Introducing physical stores, whether permanent or temporary, would help bridge this gap. It would allow customers to experience the brand in person, building a stronger connection and offering more opportunities for engagement. By placing stores in key locations like big cities (e.g., London, Manchester) and tourist destinations during peak seasons, brands could attract new customers and tap into areas with high foot traffic.

A physical store would provide a chance to showcase the latest trends and create unique in-store experiences, which would differentiate the brand from others. This approach could lead to increased visibility, new revenue streams, and stronger brand loyalty.

WHAT ARE THE MISSING GAPS?

While fast fashion stores like Primark, River Island, and Asda’s George primarily target the upper end of Generation Z and Millennials, these consumers are generally in their late teens to early thirties. When I discuss the idea of opening pop-up shops or physical stores for an online fast fashion brand, I’m focusing on reaching the upper end of Gen Alpha and the entirety of Gen Z. This group is becoming increasingly important as many in the upper end of Gen Z are now entering the workforce, earning full-time salaries, and gaining more disposable income to spend on fashion.

These consumers are not only highly influenced by social media trends but also have a keen interest in staying fashionable without breaking the bank. As they start to earn their own money, they seek out affordable, trendy options that match their style, making them a prime target for fast fashion brands. Opening physical stores in city centres would allow the brand to meet this demand by offering a more engaging and immediate shopping experience for these younger generations, who are already accustomed to online shopping but also appreciate the tactile experience of browsing in stores.

BUT THERE ARE FAST FASHION SHOPS?

WHAT DOES THE INDUSTRY NEED?

The fashion industry, particularly fast fashion, has significant environmental and social impacts, and there’s growing pressure to make it more sustainable. Many brands have begun adopting practices like using paper packaging, offering better pay for labour workers, and slowing down delivery options. While these steps can help, they aren’t longterm solutions to the industry’s bigger issues.

Switching to paper reduces plastic waste, but the increased demand for paper can contribute to deforestation. Deforestation is a major environmental issue, as it leads to habitat loss, decreased biodiversity, and more carbon emissions.

Some brands are improving wages for labour workers, which is a positive step toward addressing exploitation in garment factories. However, this doesn’t address the larger problem of overproduction and waste that fast fashion relies on, nor does it tackle the environmental damage caused by constant new production.

Many brands still offer next-day delivery, which increases carbon emissions due to fast shipping methods like air freight. Slowing down delivery services or offering more sustainable shipping options could reduce these emissions, but many brands continue to prioritise speed over sustainability.

Another overlooked issue is the deforestation caused by paper production, which is a significant environmental concern. Similarly, the rapid shipping practices of fast fashion contribute to carbon pollution, worsening climate change.

A good example of progress is the brand Yoyo, which embraces more sustainable practices by focusing on ethical production, sustainability, and reducing waste. However, for the fashion industry to truly become sustainable, it needs to move beyond just incremental changes like paper packaging and better wages. The industry must shift towards a model that prioritises durability, circular production, and responsible consumption.

Ultimately, slower fashion where quality and longevity are valued over quantity, could help reduce the environmental and social impacts of the industry. For real, lasting change, both consumers and brands need to rethink their approach to fashion and its impact on the planet.

YOYO

At Yoyo, their approach to clothing production is heavily rooted in sustainability, particularly through the use of limited-edition collections. By producing only what is necessary for each collection, Yoyo ensures that excess inventory and waste are minimised, which is a crucial step in addressing the environmental challenges posed by overproduction. This strategy not only reduces the amount of unsold goods that typically end up in landfills but also fosters a more intentional, thoughtful production process.

Additionally, Yoyo is committed to sourcing materials with the environment in mind. They exclusively purchase GOTS-certified organic cotton. The Global Organic Textile Standard certification ensures that the cotton used is grown without harmful chemicals or synthetic pesticides. This means the production process has minimal negative impacts on the environment, protecting soil quality, reducing water contamination, and decreasing air pollution. By choosing organic cotton, Yoyo is also supporting biodiversity and healthier farming practices, which are essential for long-term ecological balance.

Yoyo ensures that their packaging is as planet friendly as possible. All their mailing bags are either made from recycled materials or are recyclable themselves, aligning with their ethos of reducing waste throughout the entire lifecycle of their products. Their shipping boxes are crafted from recycled corrugated board, ensuring that the packaging process does not contribute to further environmental harm. This commitment extends to every level of their supply chain and distribution process, making their operations more sustainable and responsible.

This model exemplifies how fast fashion brands could pivot towards more ethical and sustainable practices in response to the growing demand for slow fashion. Slow fashion emphasises quality, sustainability, and ethical labour practices over mass production and rapid turnover of trends. By adopting principles like limited production, environmentally conscious sourcing, and eco-friendly packaging.

WHAT ARE THE GAPS: PEPPERMAYO

Peppermayo could significantly benefit from opening physical stores in key cities like Sydney, Melbourne, and Brisbane, where there is already strong demand for their products. This would increase brand visibility, attract more local customers, and foster deeper brand loyalty, as Australians often prefer to support local businesses. Physical stores offer customers a chance to engage with the brand in a more personal way, where they can try on products and experience the brand first-hand. This creates an enhanced shopping experience that online stores alone can’t fully replicate, driving repeat customers.

While the UK currently represents a small portion of Peppermayo’s customer base (1%), there is untapped potential in the European market. Cities like London, Paris, and Berlin have a thriving fashion scene, and Peppermayo could gain traction by positioning itself as an Australian alternative to local brands. Through targeted marketing and collaborations, the brand could expand its reach. The appeal of Australian fashion could help set Peppermayo apart from other competitors in the European market.

With 56% of Peppermayo’s consumers coming from the United States, there’s an excellent opportunity to expand their physical presence in key cities like New York, Los Angeles, and Miami. These locations are fashion-forward and could help the brand further cement itself as a global player.

GENERATION MARKET

Peppermayo targets young women, primarily from Gen Z and the lower millennial demographic, in markets like Australia and the United States. The brand’s campaigns are designed to evoke a sense of carefree freedom, excitement, and youthfulness. Peppermayo’s themes such as “dancing on tables,” “summer lovers,” and “enjoying mango sorbet in the sunshine” capture the essence of spontaneous social experiences and sun-filled vacations, resonating with a demographic that values fun, adventure, and living in the moment. These campaigns align with the idea of living a carefree, social life, free from responsibility, which is central to the Gen Z and younger millennial experience.

The product range features summer essentials and vacation staples, light, fun, and stylish pieces designed for women who are active, love to go out, enjoy the beach, or travel. The clothing is often bright, bold, and designed to stand out, making it ideal for social events, holidays, and beach days. The designs also appeal to the desire for Instagram worthy fashion that is both trendy and comfortable.

Peppermayo’s main marketing platform is Instagram, where it uses visual storytelling to bring its brand to life. Their posts and stories showcase the aspirational, fun-filled lifestyle the brand promotes, focusing on aesthetics that convey the joy and freedom of youth. They often use vibrant, high-energy visuals to create a sense of excitement and escapism.

Influencer marketing plays a significant role in Peppermayo’s strategy. The brand collaborates with influencers, often from Australia, UK and the US, who embody the free-spirited and social lifestyle Peppermayo promotes. Influencers create content that showcases the brand’s clothing in real-life, relatable settings whether it’s at parties, on vacation, or during day-to-day adventures. This helps to expand Peppermayo’s presence, especially internationally, and makes the brand feel authentic and accessible to its target audience. Influencers act as a trusted voice, helping to build credibility and connect with potential customers on a personal level.

AS A GEN Z: WHAT I LIKE ABOUT PEPPERMAYO

Peppermayo is a brand that resonates deeply with me for several reasons, both in terms of style and their values. First and foremost, their designs reflect the kind of clothing I love to wear and feel confident in. Their pieces, particularly summer clothing, align perfectly with my personal taste and the vibes I enjoy. I’m always excited to dress up in Peppermayo because their clothes effortlessly combine fun, comfort, and style, especially in the summer, which is a season I’m particularly passionate about. There’s something about their fresh, vibrant designs that makes me feel like I can truly express my personality through fashion.

Beyond the aesthetic, I also admire how Peppermayo focuses on sustainability and their carbon footprint. As someone who values environmental awareness, it’s refreshing to see a brand take concrete steps toward reducing its impact on the planet. Their commitment to being socially responsible is important not only for the present but for the future of the fashion industry as a whole. This sustainability aspect makes me feel like I’m supporting a brand that is conscious of the world we live in and is working towards creating a positive change.

Their presence on Instagram is another reason I’m drawn to Peppermayo. The way they showcase their brand aesthetic, through eye-catching, bold colours and campaign images, is so captivating. The use of bright colours and sequins particularly speaks to me, as these are elements I seek out when shopping for clothes. These playful touches make Peppermayo stand out from other brands, and their visuals create a sense of excitement that pulls me in as a consumer.

In essence, Peppermayo is a brand that I can connect with on multiple levels, through their fashion-forward designs, commitment to sustainability, and captivating aesthetic. It’s a brand I can take pride in supporting, and one that aligns with my personal style and values. I love the idea of being part of a brand that not only produces clothing I love but also stands for something meaningful in the world of fashion.

WHAT ARE THE GAPS:

AZUR IBIZA

Azur Ibiza has several key gaps that, if addressed, could help the brand expand both within Ibiza and across Europe:

1. Azur Ibiza’s Instagram activity is sparse, with the last post being months ago. To grow their following and engagement, they should aim to post at least once a day. Regular content such as behind the scenes, user generated content, and product showcases, would help maintain visibility and connect more with their audience.

2. While the brand has a strong presence in Ibiza, there’s untapped potential in other European markets. They could expand by collaborating with influencers or opening pop-up shops in popular tourist destinations like Mykonos or Barcelona to increase visibility outside Ibiza.

3. Azur Ibiza promotes fun, spontaneity, and memorable experiences, but their inconsistent social media activity doesn’t fully communicate this message. By strengthening their storytelling and showing the lifestyle behind the brand through more engaging content, they can build a stronger emotional connection with their audience.

4. The brand isn’t fully utilising customer engagement strategies. Running promotions, giveaways, or even creating a loyalty program could boost interaction and attract new customers, increasing brand loyalty and spreading word-of-mouth.

By focusing on these areas, Azur Ibiza can enhance its brand presence, reach new customers, and increase sales across Europe.

GENERATION MARKET

Azur Ibiza's generational target market is thoughtfully designed to appeal to a broad and diverse demographic, primarily focusing on women. While their core target market consists of females in Ibiza, the brand also appeals to tourists visiting the island and, through its online presence, targets women globally. The brand’s primary audience spans the upper end of Gen Z and all of the Millennial generation, both of which are known for their social media engagement, value for sustainability, and interest in style trends.

Azur Ibiza's product line includes children's swimwear, which expands their reach to include mothers, targeting them as a secondary audience. This allows the brand to cater to a family-friendly market, making it not only a brand for women but also for parents, specifically those who are looking for high-quality, stylish swimwear options for their children.

Given the brand’s price range, Azur Ibiza attracts consumers with more disposable income, positioning it as a premium brand in comparison to other brands like Motel Rocks and Oh Polly, which tends to cater to a younger, more budget-conscious demographic. Azur Ibiza’s focus on slightly older generations, such as upper Gen Z and Millennials, reflects this price positioning.

Azur Ibiza’s product offerings consist primarily of stylish beachwear, including women’s swimwear, beach cover-ups, hair accessories, and essentials, complemented by their children’s swimwear collection. Their product assortment speaks to consumers who seek not only quality but also versatility in their beach wardrobe.

To market their brand, Azur Ibiza relies heavily on Instagram, where they share campaign images and sneak peeks of new collections. This visualfirst platform is perfect for a brand targeting fashion-forward women who value aesthetics and staying ahead of trends. Azur Ibiza, however, does not engage in influencer marketing, opting instead for organic promotion through their own curated content. This strategy positions them as a brand that relies on the authenticity of its own voice and visuals, rather than leveraging influencers to boost its reach.

INFLUENCERS CHOSEN:

AZUR IBIZA

1. Yasmin Devonport – A stylish macro influencer who exudes elegance and a love for holiday wear, Yasmin can help showcase the brand’s vacation, resort, or leisure collections to a broad, fashion-forward audience. Her strong online presence makes her perfect for attracting both style-conscious consumers and those looking for holiday inspiration.

2. Rochelle Humes – A relatable, down-to-earth mum and macro influencer, Rochelle is highly influential within the millennial parent community. She’s ideal for collaborations focused on kids' products, offering authenticity and trust with her large, family-oriented following.

3. Stacey Solomon – Known for her grounded, accessible personality, Stacey is another mum-focused macro influencer, perfect for collaborations on family-oriented or kids’ products. With her relatable approach to parenting and her broad millennial following, Stacey can help connect your brand with a wide audience of young parents, creating a genuine emotional connection with the brand.

4. Dionne Lavender – A mid-tier influencer who appeals to both Gen Z and young millennials, Dionne has a fresh, engaging presence on social media. Her audience is younger, trendy, and highly engaged, making her a great fit for tapping into a youthful market.

5. Amaka Enen – A European-based, mid-tier influencer with a strong Gen Z following, Amaka offers an opportunity to grow your brand’s presence within Europe, particularly among younger consumers. Her fresh, stylish approach can help you appeal to the European market, broadening your brand's appeal to Gen Z consumers across a diverse geographical landscape.

6. Guusje Willemse – Colourful and vibrant, Guusje already has connections with your brand, which provides an advantage in creating seamless collaborations. With a following that spans both Gen Z and millennials, her dynamic style is a perfect match for your brand, and her established relationship with the brand can help increase authenticity and credibility, strengthening your brand’s connection with her followers.

7. Aimee Rose – A UK-based influencer with a strong focus on colourful, holiday-inspired fashion, Aimee appeals predominantly to a Gen Z audience. Her content is fun, energetic, and perfect for campaigns promoting vacation or summer collections, helping to increase brand visibility among young, trend-savvy consumers who are looking for lifestyle inspiration for their travels.

8. Nikki Marinus – A mum and mid-tier influencer based in the Netherlands, Nikki has an established connection with your brand. She offers a great opportunity to target Dutch consumers, expanding your brand’s reach within the Netherlands and surrounding regions.

STACEY

SOLOMON

DIONNE

LAVENDER

AMAKA ENEN

GUUSJE WILLEMSE

AIMEE ROSE

NIKKI MARINUS

AS A GEN Z: WHAT I LIKE ABOUT AZUR

Azur Ibiza is a smaller, more independent brand, which often offers a more intimate and authentic connection to its customers. This appeals to me because it allows for a more personalised experience, making the products feel exclusive and thoughtfully crafted. Small brands often have a more direct connection to their customers, and I appreciate that intimacy and the attention to detail that comes with it.

The fact that the brand is based in Ibiza adds a layer of allure. Ibiza is renowned for its vibrant, laid-back, and stylish culture, which typically aligns with swimwear and beach lifestyle. Even though I acknowledge that the designs don’t necessarily reflect Ibiza’s vibe directly, I still like the concept of an Ibiza based brand.

The designs themselves are another reason why I am drawn to Azur Ibiza. Colourful swimwear often brings out feelings of joy, playfulness, and vibrancy. Bright, bold, and fun colours don’t not only reflect my personal aesthetic but also connect me to the idea of carefree beach life, even if the designs don’t directly reflect Ibiza’s exact image. The colours themselves evoke energy, warmth, and creativity, qualities that I highly value.

Another key reason for my love of Azur Ibiza is the quality of the materials. High-quality fabrics and well-thought-out design are essential when it comes to swimwear, as comfort, durability, and appearance are all important factors. The brand’s commitment to premium materials elevates the experience of wearing their swimwear, making it not just visually appealing, but also long-lasting and comfortable.

I am someone who genuinely wants to see the brand succeed. My passion for Azur Ibiza goes beyond just liking the designs, I want to help it develop and become its best self.

WHY DO I WANT TO WORK FOR A FAST FASHION BRAND?

I recognise that fast fashion has become a staple in the global fashion landscape, and I believe that it’s not going away anytime soon. Despite the increasing demand for sustainability, fast fashion brands are evolving by adopting more eco-friendly practices. The industry’s ability to adapt, whether through sustainable production methods, using recycled materials, or offering more eco-conscious collections, ensures its continued relevance.

As the world adjusts to more sustainable alternatives, fast fashion’s ability to rapidly respond to fashion trends at a price point accessible to a wide demographic ensures that it remains a cornerstone of fashion consumption. This evolution shows that fast fashion is not static; it’s growing and adapting to meet the changing expectations of consumers, particularly in terms of sustainability, which makes it an exciting space to work in.

I understand how integral social media and influencer marketing are to the fast fashion industry’s success. With over 54% of users researching products through social media, you see the significant influence platforms like Instagram, TikTok, and YouTube have on consumer purchasing behaviour, especially among younger generations. Gen Z and Millennials are digital natives, and they prefer to discover, interact with, and purchase fashion through social media rather than traditional search engines or branded websites.

This shift to digital-first shopping is only growing, and as someone who relates to this trend, I recognise that working in a fast fashion brand means tapping directly into these influential digital channels.

I also value the aspect of affordability that fast fashion provides, allowing people to express themselves through fashion trends without breaking the bank. This is especially important in a world where economic pressures make luxury brands less accessible to the masses. No matter how the world changes, people will still want to stay fashionable on a budget, which ensures that fast fashion will always hold appeal.

FUTURE OF TRENDS

1. Sustainability in Fashion

Fashion will increasingly focus on using eco-friendly materials like organic cotton, hemp, and bamboo, which are more sustainable and less harmful to the environment. This shift is driven by the growing concern over environmental impact and the need for industries to reduce waste, pollution, and carbon emissions.

2. Technological Innovations

Fabrics will evolve to include technology, such as sensors that monitor body temperature, track health data, or offer interactive features like changing colours or adjusting fit. These advancements will enhance the functionality of clothing, making it smarter and more integrated with the wearer’s lifestyle.

3. Resurgence of Past Trends

Fashion tends to repeat itself, and over the next decade, styles from earlier decades will make a comeback. Think of trends from the ‘90s, 2000s, or even earlier. Fashion is cyclical, so past trends are often revisited and reinterpreted, bringing nostalgia and fresh takes to the style scene.

4. Minimalism and Maximalism

Fashion will find a balance between two extremes: minimalism: simple, clean designs and maximalism: bold, extravagant styles. Both approaches will coexist and influence collections.

5. Customisation and Personalisation

Consumers will be able to actively participate in the design process, choosing fabrics, colours, and styles to make clothes unique to their preferences. As people increasingly seek individuality and self-expression, this trend allows for more tailored and meaningful fashion choices.

6. The Impact of Social Media

Platforms like Instagram, TikTok, and Pinterest will continue to shape and drive fashion trends. Influencers, fashion bloggers, and online communities will push new styles and collaborate with brands to create buzz and reach a wider audience. Social media is a powerful tool for discovering and promoting trends, giving fashion a more global and instantaneous reach. It allows consumers to interact with fashion brands directly and play a part in shaping trends.

FUTURE OF FASHION MOVING FORAWRD

1. Hyper Personalisation

Hyper-personalisation in fashion is all about tailoring experiences and products to individual preferences and needs. This trend has been gaining momentum due to advancements in data collection, AI, and machine learning. Fashion brands are now using data analytics to understand customer preferences, purchase history, and social media behaviour to create custom-fit clothing and personalised shopping experiences.

2. Virtual Try-Ons and Smart Mirrors

Virtual try-ons and smart mirrors are changing the way consumers shop, eliminating the need for physical fitting rooms. These technologies use augmented reality to create virtual representations of clothing and accessories, allowing shoppers to see how garments will look on them without having to try them on in person. Smart mirrors take this further by allowing customers to visualise themselves wearing clothing, try on multiple items, and get real-time feedback. They help brands reduce return rates by providing a more accurate sense of how the product will fit and look in real life.

3. Conscious Consumerism

The shift towards conscious consumerism is one of the most significant trends in the fashion industry today. Consumers are becoming more aware of the environmental and social impacts of their purchasing choices. With issues like climate change, labour rights violations, and overproduction coming to the forefront, people are demanding greater transparency from brands.

This movement is fuelling the demand for sustainable fashion, where consumers are not just looking for eco-friendly products, but also brands that align with their values. Conscious consumerism is influencing major players in the industry to rethink their practices and adopt more sustainable methods of production.

Looking ahead to 2030, the future of fashion is likely to be heavily influenced by sustainability, driven by both consumer demand and regulatory pressures. Here’s a breakdown of how the sustainable wardrobe might look:

1. Plant-Based Leather Alternatives

By 2030, plant-based leather alternatives will likely have become a dominant material in the fashion industry. Currently, alternatives like mushroom leather, pineapple leather), and apple leather are gaining ground, and as technology advances, we’ll see more innovative materials emerge. As consumers become more conscientious about animal welfare and environmental impact, these plant-based alternatives are becoming not just a niche but a standard in fashion, especially in accessories and footwear.

2. 60% Second-Hand Clothing

By 2030, second-hand clothing could make up a significant portion of people’s wardrobes, possibly as high as 60%. The second-hand market is booming, with platforms like vinted, and Depop leading the charge in promoting the circular economy. The idea of pre-loved garments becoming mainstream is growing as younger generations embrace thrift shopping as both a sustainable and trendy option.

INFLUENCER MARKETING & SOCIAL MEDIA

Influencer marketing continues to dominate the digital landscape, with the industry now valued at an impressive $24 billion. Despite the economic challenges many industries face, influencer marketing remains resilient, and there’s no sign of it slowing down. The growing influence of digital personalities has made them an indispensable tool for brands seeking to connect with a wider audience and build consumer trust.

Edelman’s State of Influencer Marketing report reveals some key statistics that demonstrate the growing investment in influencer marketing. It shows that 40% of brands are now dedicating at least a quarter of their marketing budgets to influencer campaigns, a significant increase from previous years. This growing financial commitment reflects the proven value that influencers provide in driving consumer decisions.

86% of consumers have made a purchase inspired by an influencer at least once a year. These statistics reinforce that influencers play a pivotal role in shaping consumer behaviour, and brands can no longer afford to overlook their importance in the marketing mix.

Nearly 60% of Gen Z and millennials believe that influencers should use their platforms to speak out about social issues. This shift in consumer sentiment means that brands must consider not only an influencer’s reach and engagement but also their values and willingness to address important topics.

A mistake in this area can be costly. If an influencer aligns with a brand that stays silent on critical issues, or worse, sends the wrong message, it could result in a backlash from consumers.

POP UPS

Pop-up shops are temporary retail spaces designed to offer brands a unique and flexible way to engage with customers in high-traffic locations for a limited time. These short-term venues, often located in popular areas or events, allow businesses to generate excitement and drive sales while avoiding the longterm commitment and expense associated with traditional brick-and-mortar leases.

Unlike permanent stores, pop-up shops offer retailers the ability to experiment with different markets, test new products, and connect with customers in a dynamic and immersive way. By leveraging the sense of urgency and exclusivity associated with temporary spaces, pop-ups create buzz and drive traffic, enticing customers with the experience of something special that’s only available for a limited time.

From a cost perspective, pop-up shops are a more affordable option compared to setting up a permanent location. These pop-up experiences blend the convenience and scalability of online shopping with the physical presence that online platforms can’t provide. Pop-ups give customers a tactile, in-person connection to the brand, fostering deeper engagement through sensory experiences, direct interaction with products, and opportunities to experience the brand in ways digital channels can’t replicate.

Essentially, pop-up shops serve as an effective in real life marketing tool, allowing brands to tap into both the digital and physical retail worlds in a more fluid, creative, and impactful way.

WHAT ARE THEY?

ADVANTAGES

1. Customer Engagement:

Pop-up shops create unique, immersive experiences that engage customers on a personal level. By temporarily setting up a physical presence in a new location, brands can interact directly with both new and existing consumers. This direct interaction helps build stronger relationships with the audience, fostering brand loyalty. The novelty and excitement of a pop-up shop can also inspire people to stop by out of curiosity, giving the brand an opportunity to win over potential customers who might not have discovered them otherwise.

2. Building Awareness:

Pop-up shops are a powerful tool for building brand awareness, especially when placed in new areas or markets. By strategically selecting locations with a high volume of foot traffic, brands can increase their visibility and introduce themselves to a whole new audience. This is particularly useful for expanding to areas where the brand might not yet have a strong presence or recognition.

3. Cost Efficiency:

Opening a physical retail store typically requires a significant investment in real estate, staff, utilities, inventory, and long-term leasing contracts. Pop-up shops, on the other hand, are significantly less expensive to set up and operate. A pop-up can cost 80% less than a traditional brick-and-mortar store due to factors such as lower overhead, shorter leases, and reduced staffing needs. Brands can allocate their budget more efficiently, focusing on high-impact marketing efforts and product promotion rather than long-term commitments.

4. Low Risk:

One of the most attractive aspects of pop-up shops is the relatively low risk involved compared to maintaining a permanent store. Since pop-up shops are temporary and typically operate under short-term contracts or agreements, brands can test new markets, products, or concepts without committing to long-term leases or large-scale investments. If the pop-up shop doesn’t perform as expected, the brand can easily close it without significant financial loss. This flexibility allows companies to be more experimental, adjusting their approach based on customer feedback or market trends.

DISADVANTAGES

While pop-up shops are generally considered more affordable than opening a permanent brick-and-mortar location, they still come with their own set of costs. Some of these can add up quickly:

Insurance: Pop-up shops need coverage in case of accidents, theft, or property damage, which adds an extra layer of cost. Depending on the location and type of product, insurance can be expensive.

Licenses and Permits: Depending on the location and type of event, a business may need specific permits to operate, especially if it’s in a public space or involves the sale of food or alcohol.

Acquiring these permits often requires time and money.

Security: Especially for high-value goods or in areas with a higher risk of theft, pop-up shops will need to invest in security measures like cameras, guards, or alarm systems to ensure the safety of the store and its merchandise.

Transportation and Logistics: Setting up and moving a pop-up shop often involves transport costs for both goods and the physical store setup (like display furniture, signs, or kiosks). These expenses are often overlooked but can add up quickly if the shop moves between locations.

2. Timing and Location

Effective timing and location are critical to the success of a pop-up, and failing to get either of these right can result in poor turnout and sales:

Timing: The event needs to be well-timed to capture the attention of your target customers. For instance, a pop-up during a holiday shopping season or major event could lead to higher foot traffic and sales. But if it’s poorly timed, such as during off-peak times or when your target audience is distracted, it could lead to a lack of interest.

Location: Choosing the right location is just as important. A prime spot, such as a busy shopping street or a popular festival, could bring in crowds, but it could also be costlier. If a business doesn’t pick the right spot, it risks being out of reach for the desired customers or being in an area with low foot traffic.

3. Legitimacy

For some customers, pop-up shops can be seen as less reliable or professional compared to established businesses with permanent locations. This perception can have several negative implications:

Brand Perception: Pop-ups often don’t have the same polish or infrastructure as permanent stores, which could lead some customers to question the legitimacy of the brand. A pop-up might not have the same level of customer service, ease of return/exchange policies, or warranties that a traditional store would, which could make customers hesitant.

Lack of Continuity: The temporary nature of a pop-up can also create a sense of impermanence. Some shoppers might hesitate to make a purchase, thinking that the store or brand won’t be around for long enough to provide follow-up customer service or honour product warranties.

POP UP SHOP: PEPPERMAYO

European Party Holiday Destinations:

Mykonos: Known for its vibrant nightlife, beach clubs, and glamorous party atmosphere, Mykonos is a go-to for those looking for fun and relaxation.

Ibiza: Famous worldwide for its clubbing scene, iconic DJs, and summer parties. It’s a must-visit for those who want to immerse themselves in the party lifestyle.

Barcelona: A mix of cultural experiences and a lively beach scene, it also offers a vibrant nightlife, tapas bars, and beach parties.

Marbella: Located in southern Spain, it’s a hotspot for glamorous parties, luxury beach clubs, and an upscale crowd. It’s perfect for those looking for exclusivity.

Classy European Holiday Destinations:

Greek Islands: Santorini, Mykonos, and Crete offer stunning views, high-end resorts, fine dining, and relaxing vibes—perfect for a luxury holiday.

South Coast of Italy: The Amalfi Coast, Positano, and Capri are known for their beautiful coastal views, charming villages, and luxury accommodations.

South of France: The French Riviera, including Nice, Cannes, and St. Tropez, is iconic for its glamorous appeal, elegant beaches, and sophisticated nightlife.

Spanish Cities: Cities like Madrid and Seville offer a mix of culture, history, and elegance, with beautiful architecture, fine dining, and luxury shopping.

Peppermayo Pop-up Shop Concept:

An online brand that’s already thriving in Australia, potentially benefiting from a pop-up shop in key locations. Pop-up shops are an excellent way to create buzz and allow customers to experience the brand firsthand, particularly for an online retailer. Here are some reasons why a pop-up shop would be successful:

Brand Visibility: A temporary physical presence would help the brand solidify its identity and expand its reach beyond its online audience.

Western Market Expansion: A pop-up shop in Europe would serve as a great introduction to the brand for Western consumers who may not be familiar with it. The experience can drive awareness and sales.

Customer Experience: It’s a chance for customers to see and try the products in person, which could increase consumer trust and loyalty. Buzz and Exclusivity: The temporary nature of a pop-up shop adds a sense of urgency and excitement, which can drive traffic and create a buzz in the local area.

POP UP SHOP

Housed in a small, minimalistic building located in a small town or a beach shop, we’ve kept the design clean, light, and inviting—featuring soft, neutral tones that create a serene atmosphere. Whether you’re stepping in from the sand or the streets, you’ll feel right at home the moment you enter.

Inside, curated a stunning selection of beach and party inspired products, focusing on both timeless best-sellers and exciting new arrivals. The collection has been thoughtfully organised by colour, making it visually striking and easy to navigate. From vibrant sun-kissed hues to calming beachy pastels, everything is neatly displayed to match your personal style.

To make your shopping experience even more special, we’re serving complimentary drinks with every purchase! After you’ve chosen your perfect items, why not relax and enjoy a refreshing pink cocktail on us? It’s a fun, vibrant way to unwind and take in the atmosphere of our beach-inspired pop-up shop.

The ambiance is complete with the sounds of laid-back house music, setting the perfect tone as you shop and sip. It’s the ultimate fusion of good vibes, great products, and even better drinks.

THE SET UP PEPPERMAYO

POP UP SHOP: AZUR IBIZA

1. Growing the Instagram Presence

Content Strategy: To build a strong Instagram following, I should focus on high-quality visuals showcasing Azur Ibiza’s unique offerings. Think breathtaking beach scenes, lifestyle shots, and behind-the-scenes glimpses that capture the essence of the brand. Collaborating with influencers and local Ibiza personalities could also increase visibility.

2. Pop-up Shops in Ibiza

Locations and Timing: Ibiza is known for its vibrant seasonal tourism, so aligning a pop-up shop with peak seasons could maximise foot traffic. I would consider setting up in high-traffic, tourist heavy areas like Ibiza Town and San Antonio.

Brand Activation: Pop-ups are a great way to interact with customers in-person. Azur can host events, product launches, or special promotions that tie into the Ibiza lifestyle. Collaborating with local artists or musicians for live performances or other events could create a buzz around your pop-up shop.

3. Expansion to Other European Beach Destinations

Spanish Beach Destinations: Locations like Marbella, Costa Brava, or Canary Islands would align well with the Azur Ibiza vibe. Spain has a massive summer tourism industry, and tapping into these spots will offer great brand exposure. Portuguese Coastline: The Algarve region, with its beautiful beaches, would be a great place to target. Cities like Lagos and Albufeira attract both locals and international visitors.

Italian Beach Destinations: Amalfi Coast, Sardinia, or Sicily could be perfect for a brand like Azur Ibiza, which likely resonates with the laid-back Mediterranean lifestyle.

4. Organic Growth Through Pop-ups

Local Engagement: Since Azur Ibiza is local to Ibiza, staying true to the Ibiza roots when expanding to other countries will help them stay authentic. Building a connection with each location, offering local touches in your pop-ups. Collaborations: Partnering with local businesses (such as beach clubs, boutique hotels, or cafes) in each destination could drive traffic to the pop-up shops. Collaborative marketing with these establishments can also help you target a more relevant audience.

5. Building Brand Loyalty and Community

Exclusive Offers for Followers: Once the Instagram is growing, offering special promotions or early access to new collections for the followers can create a sense of loyalty.

Customer Feedback: Gathering feedback from customers during the pop-ups and using it to refine your products and services, engaging directly with customers can lead to stronger brand advocates.

POP UP SHOP

As soon as you step into our Beach Shack, you’ll feel the coastal breeze and the laid-back vibes of a classic surf shop, brought to life in the heart of this minimalistic yet vibrant space. The shop’s bright, sun-kissed colours and clean, simple design make it feel like you’ve just walked into your favourite beach destination.

Upon entering, we’ll welcome you with a delicious smoothie to set the tone for your shopping experience. It’s the perfect way to refresh and get into that beach-ready mood, whether you’re shopping for a new bikini, swimwear, or just soaking in the beachy ambiance.

THE SET UP AZUR IBIZA

Our shop is bursting with stylish swimwear, including bikinis, one-pieces, and beach accessories. Everything is organised by colour, making it easy to browse through the vibrant array of swimwear. All pieces are carefully selected to fit a variety of styles and sizes, ensuring you find your perfect beach look.

The Beach Shack is more than just a shop; it’s an experience. As you explore, the sound of reggae and beach tunes fills the air, creating an atmosphere that transports you straight to a beach party. Whether you’re here to shop, hang out, or just take in the good vibes, the music sets the perfect tone for a day at the beach.

The minimalistic design of the Beach Shack allows the bright colours of the swimwear and the beachy atmosphere to shine. With clean lines, open space, and lots of natural light, the shop feels breezy and light-hearted.

Refined Colour Palette:

REBRAND CONCEPT AZUR IBIZA

Turquoise & Aqua: These shades symbolise the clear Mediterranean waters and evoke a sense of tranquillity and exotic paradise. Turquoise adds an upscale and refreshing element, perfect for a luxury destination.

Coral & Golden Yellow: Coral can be paired with golden yellow to represent the vibrant sunsets over the sea. Golden yellow can also evoke a sense of warmth, luxury, and high-end beach experiences. Together, they offer a dynamic contrast to the calm blues of the turquoise.

Sunset Pink: A rich pink tone, reminiscent of the vibrant hues of Ibiza sunsets, can infuse warmth and energy into the design. This colour will feel youthful and energetic while still evoking a sense of luxury.

Golden Yellow: The warmth of golden yellow will evoke the sun-kissed glow of summer days, representing both the warmth of the island and the high-end tropical experience. It pairs beautifully with both the pink and blue tones.

I have chosen these colours to represent the brand as these have meaning and symbolise the brand and how the brand wants to be viewed. Bright colours were always in Azur Ibiza’s bran agenda, and I wanted to keep this within the brand, but with colours that have a meaningful value to the brand.

Logo & Typography:

A minimalist wave icon that represents both the sea and the flowing, dynamic energy of Ibiza. The logo could be sleek, with clean lines that mirror the relaxed luxury of the brand. Incorporating subtle gradients in the logo creates a seamless blend that mirrors the natural beauty of the island, especially during sunset. The brand mark should be versatile, easily scalable, and recognisable, whether it’s displayed on a website, signage, or merchandise. This is to represent the brands value to Ibiza and the Spanish culture within the brand.

Typography:

Azur Ibiza should have a luxury-inspired font for the main brand name to convey sophistication, while pairing it with a modern, font for supporting text. This blend of old-world elegance and contemporary design will maintain an upscale yet welcoming vibe. The brand is a new and upcoming lifestyle brand, which should hold heritage and history of the Island, hence containing both elegance and modern font.

Brand Identity & Messaging:

Azur Ibiza aims to be a luxurious yet accessible brand where the energy of summer meets the elegance of the Mediterranean lifestyle. Whether it’s lounging by the pool, enjoying exclusive events, or basking in the sunset with a cocktail in hand, the brand promises an unforgettable experience that blends relaxation with luxury. The brand is trying to represent this now, although this isn’t portrayed very well through the marketing on the brands websites and social medias.

Tagline Idea: “Vibrant Days, Luminous Nights, Ibiza’s Ultimate Summer Escape.”

Visual Aesthetic & Atmosphere

The aesthetic of the space should mirror the colour palette with soft turquoise cushions, pink chairs, with coral and golden accents. To balance the tropical vibe, use natural textures like light wood, and whitewashed furniture. These materials create a laid-back vibe, evoking the Mediterranean breeze, while keeping the design elevated and polished. This is to tie in with the chill yet party sides of Ibiza, representing the country through the brand itself, and how the brand is representing itself.

Website Design:

Azur Ibiza rebrand will ensure the website reflects the brand’s vibrant energy by showcasing full-screen sunlit images that capture both day and night life in Ibiza. Images of crystal-clear waters, sunlit cocktails, and parties on the beach should be the focal points. The colour scheme of the website should feature turquoise and coral accents, with beige backgrounds for a soft, clean look that makes the images pop. The navigation should be sleek and user-friendly, with an easy flow for booking, event discovery, and brand storytelling. Making consumers to want to buy from the brand again, and be eager for brand and content updates

Social Media:

Azur should keep content fresh and dynamic with sundrenched imagery and videos that evoke the feeling of Ibiza’s lifestyle. Showcase not just events, but also behind-the-scenes content, like the making of a signature cocktail or setting up an exclusive VIP event. The Instagram feed should feature a balance of professional photography and more authentic, user-generated content from visitors. Encourage customers to share their Azur Ibiza moments with a custom hashtag, creating a community around the brand.

Partner with high-end lifestyle influencers, travel bloggers, and fashion content creators to help create a consistent brand presence online. They could feature Azur Ibiza through luxury travel experiences, fashion-forward beachwear, or exclusive giveaways to generate buzz and reinforce the Mediterranean lifestyle. I have already chosen influencers I would like to see working with Azur Ibiza, these have been chosen based off their content and lifestyle choices.

After consulting with my industry mentor, Christopher Shannon, I have decided that pursuing this direction is a strong strategy for my brand. Previously, the brand lacked a clear, cohesive narrative, and its brand storytelling failed to resonate with consumers. Chris provided valuable insight into the brand’s current state, suggesting that it would be beneficial to explore the brand’s deeper essence and craft a meaningful story. This narrative, he believes, would serve as a foundation for the brand’s future growth and success in its renewed fashion journey.

COLOUR PALETTE

MOCK UPS

Vibrant Days, Luminous Nights, Ibiza’s Ultimate Summer Escape.

Vibrant Days, Luminous Nights, Ibiza’s Ultimate Summer Escape.

Vibrant Days, Luminous Nights, Ibiza’s Ultimate Summer Escape.

Vibrant Days, Luminous Nights, Ibiza’s Ultimate Summer Escape.

Vibrant Days, Luminous Nights, Ibiza’s Ultimate Summer Escape.

LOGO & TAGLINE

BRAND IDENTITY INTERIOR AESTHETICS

REBRAND SUMMARY

I’m very satisfied with how the website looks and feels. The design is clean, modern, and aligns perfectly with the rebrand. The colour palette is a standout, it not only complements the new identity but also enhances the brand’s visual presence, creating a cohesive and appealing aesthetic. The logo and tagline are a great fit, successfully reflecting the essence of the brand while delivering the message clearly and effectively.

Overall, I’m thrilled with how the brand identity and brand aesthetics have come together. They truly capture the vision I had for the brand, presenting it in a way that’s consistent with what I imagined and want it to represent.

I’m extremely happy with how the website looks and functions. The design is clean, modern, and cohesive, and it aligns perfectly with the rebrand. The colour palette is a standout, effectively complementing the new identity and enhancing the brand’s overall visual appeal. It brings the essence of the brand to life, and I’m thrilled with how it’s visually connected to the vibe I want to convey. The logo and tagline are also spot-on, clearly reflecting the core of the brand and effectively communicating the message.

One of the key elements I’m really proud of is how the website layout integrates snippets of what a time in Ibiza could look like. The brand is deeply rooted in the island, and it’s essential that this connection is felt through every aspect of the design. The website beautifully captures this essence, offering glimpses into the experience of being on the island, which is central to the brand’s story. This emphasis on Ibiza within the brand was something that was lacking prior to the rebrand. I felt that Azur Ibiza hadn’t fully embraced or reflected the island in its previous identity as much as it should have, and this rebrand has successfully corrected that.

Ibiza is the brand’s niche, and it’s an incredibly important asset. It’s not just a location, it’s a lifestyle, a vibe, and an experience. I’m excited to see that the new identity truly embodies this and communicates it clearly to the audience, from the visuals to the messaging. Overall, I’m confident the rebrand now truly represents what Azur Ibiza stands for and how I envision the brand should be perceived moving forward.

WHATS NEXT?

To enhance Azur Ibiza’s original collection while maintaining its core identity, and boost the brand’s visibility and engagement, for the next component I have a plan that focuses on staying true to Azur Ibiza’s roots while adding an authentic “Ibiza touch.”

Researching Ibiza’s Culture & Aesthetics: Finding out more about the bohemian vibes, Mediterranean lifestyle, music culture, and vibrant nightlife. Adding Subtle Ibiza Touch incorporating Ibiza’s influence in small, impactful details like:

Colour Palette: Introduce more bright fun colours such as deep blues, and vibrant tropical colours that represent Ibiza’s landscapes. I have discussed this within my rebrand page, and how I would like the brand to represent itself through colour.

Materials and Textures: Infuse elements such as straw, raffia, natural woven fabrics, or eco-conscious materials that reflect the island’s nature-driven lifestyle. Something Azur Ibiza is already doing; this will be staying and will also but a big part of their brand story.

To expand Azur Ibiza’s collection, I could Introduce Ibiza-inspired accessories such as lightweight scarves, hand-stitched beach bags, or unique embroidery, representing the local art scene.

By keeping Azur Ibiza’s core identity intact while introducing fresh Ibiza-inspired elements, I can strengthen the brand’s association with the island’s unique culture. This approach should resonate with the existing consumer base, elevate the product offerings, and attract new customers who are drawn to the authentic Ibiza lifestyle.

IBIZA STYLE

Ibiza, a Balearic Island is often viewed through two contrasting lenses. On one hand, it’s synonymous with an electrifying nightlife scene, a haven for beach clubs, world-renowned DJs, and endless raves, particularly since the late 1980s. This side of the island has earned it global fame as a party destination. On the other hand, Ibiza offers a more serene and tranquil atmosphere, a sanctuary of peace where yoga retreats, countercultural movements, and laid-back living meet, all set against the stunning backdrop of the Mediterranean Sea.

This duality is beautifully reflected in Ibizan style, which is deeply rooted in its bohemian influences. Characterised by flowing white dresses, airy fabrics, lingerie-inspired garments, linens, and earthy tones, the fashion aesthetic first emerged in the 1960s and 1970s. Journalist Gala Mora notes that during this time, Ibiza became “the epicentre of Europe’s hippie movement,” attracting iconic figures like Freddie Mercury, Grace Jones, and Bob Marley. Today, the Ibizan style endures, easily recognisable across the globe as a symbol of relaxed luxury and artistic freedom.

This distinctive style is not only celebrated in local boutiques such as Annie’s Ibiza and Vicente Ganesha but also embraced by global fashion influencers. Jonathan Anderson, the creative director of Loewe, who spent his childhood vacations on the island, has been a major proponent of the island’s bohemian aesthetic. Since 2017, Anderson has led a celebrated collaboration between Loewe and Paula’s Boutique, a legendary local store.

This partnership has resulted in a highly anticipated annual collection of womenswear, menswear, and accessories that encapsulate the essence of Ibiza’s carefree, boho spirit. Summer 2024 saw the launch of Reformation’s Ibiza collection, designed for the effortless transition from the beach to the club.

When dressing for Ibiza, the key is to embrace the island’s relaxed, carefree spirit. Think haute-hippie style with signature pieces like crochet tops and kaftans. The secret to staying cool in Ibiza’s warm climate lies in easy, flowing silhouettes made from light, breathable fabrics in bright, vibrant colours. The emphasis is on comfort and individuality, so don’t be afraid to indulge in eclectic accessories that express your unique personality — after all, this is a place where fashion should never be taken too seriously.