Brand Me- Component 2 (Part 1)

Introduction

After exploring about myself in component 1, component

2 will dive deeper into career direction that I would like to

take post-university, with my understanding of this being

the key to success in this project. This journal will follow the

journey through personal exploration and thorough research,

showcasing my progress throughout component 2 and how

I came to my final conclusion. The aim is to identify a gap

within my chosen market level through looking at not only

chosen brands but the industry as a whole, then to build

an idea on how I can fill this gap, investing in research and

establishing how the idea can be successful. At the end of

this journal I will have a concrete plan on the idea that I

want to bring to life through visuals in component 3 and be

in a strong position to move forward, with every step that I

took to be in that position being showcased

Contents

4 What do I love & what are my strengths?

6 What does the world need?

8 Where do I see myself within industry & what could I get paid for?

10 What is the deeper reason behind my work & what could I get paid for?

12 What goals do I want to achieve with my brand?

14 Who am I targeting with my brand?

16 What is missing in my chosen market & how can my brand fill that space?

18 Brand 1- Peppermayo

20 What are they doing successfully?

22 What areas are they neglecting or under developing?

24 How can my personal brand fill the gap?

26 Brand 2- Motel Rocks

28 What are they doing successfully?

30 What areas are they neglecting or under developing?

32 How can my personal brand fill the gap?

34 Brand 3- Oh Polly

36 What are they doing successfully?

38 What areas are they neglecting or under developing?

40 How can my personal brand fill the gap?

42 Narrowing it down...

43 Comparison

44 How can Peppermayo fill the gaps?

46 How can Motel Rocks fill the gaps?

48 Reflection & discussion

50 Market research- London

52 The solution?

54 Tour Down Under important notes

56 Gathering inspiration

58 The concept

60 Stop 1- Western Glow

62 Stop 2- Wild Outback

64 Stop 3- Bondi Bliss

66 Stop 4 - Urban Horizon

68 What could boost the campaigns success?

73 AI generation

74 Conclusion

75 Bibliography

What do I love?

When reflecting on what excites me the most about my work, I think that it is di icult to pinpoint one

specific aspect, as there are so many elements that I love and enjoy. For me, the driving force of my work is the visualisation of the end product or the end result. I enter projects with so many ideas and thoughts,

and once I have gained an idea, I enjoy the process of working towards its creation, and I look forward to having that final piece as a result. Furthermore, creative expression massively excites me; I love having that control over a project and being able to integrate my own style, morals, and passions into its outcome, and I feel as though being able to tell a story within my project that I am really passionate about helps to further enhance its outcome. Always having a creative side within me but previously being placed in a writing space, I love how I am able to combine the two within my work, storytelling through my words and adapting onto them with visuals to assist it. I love being able to add these two di erent narratives and outlooks to my storytelling and having control over my visual outcomes as a result of my written ideas. I additionally love witnessing growth and being able to identify progression throughout my projects. I am always learning new skills and gaining new knowledge, another element that excites me, and I love how I am able to have a visual representation within my work of where I enhanced my abilities and pushed my boundaries over time, keeping my work and my projects fresh, new, and exciting. In correspondence to my excitement of learning new things, I have found that the research aspects of my work are something that I really enjoy discovering

Always being keen to learn new information about things that interest me and discover more about the world and industry, gathering this research that I can then use to fuel my passions and ideas within my project outcome is something that I really enjoy, keeping my mind engaged and gaining a feeling of accomplishment.

What are my strengths?

While identifying what my strengths are and how these skills and qualities may set me apart from others within the industry, I must first highlight my organisational skills and my constant goal towards perfection I pride myself on being highly organised and detail-orientated; I don’t allow any part of a project to be decided by fate, and I like to use my control to the maximum, meaning that every element is clearly organised, and I am always prepared accordingly to ensure the best possible outcome with limited flaws. Maintaining this attitude ensures that from initial planning to final execution and outcome, all tasks and deadlines are thoroughly managed, controlled, and in order and that I create an environment where quality and e iciency are a priority. Through having this approach to my work and the projects that I execute, it allows me to consistently deliver high-quality work despite the decline that I am given. Following on from my organisational skills, I am a very e ective communicator both verbally and in written aspects. In order to maintain an organised project, especially when working as a part of a team, communication is key to ensure a smooth flow, a skill that I have definitely embodied to assist me with my goals. In a written space, I have strong storytelling skills, utilising this clear communication to deliver my ideas and overall message in an e ective and professional way throughout my work and projects. Furthermore, despite my perhaps weaknesses of being prone to overwhelm, I am a good, innovative problem solver. With my need to organise e iciently comes my ability to problem-solve, and I am constantly on the search for alternate solutions if problems were to occur, and I find that I often have a plan B idea in mind just in case. Finally, I have to mention my passionate and motivated mindset and my relentless drive towards achieving excellence. I have strong passions towards my work, and I find that this fuels my commitment to improvement and continuous learning as well as my constant mental chase towards achievements and the feeling of accomplishment.

What does the world need?

To discover what the world needs, gaps in the

market need to be addressed, specifically with-

in the market level of fast fashion and bridge

brands that I would like to venture into and my

chosen direction of marketing. With the brands

within this market level having a target consum-

er of younger generations such as Generation Z

and edging into Generation Alpha, social media

and digital platforms are at the forefront, with

every brand within this sector fighting to gain

the most attention through their online digital

materials. From my own observations of scrolling

through social media, consistent replication of

the same ideas and the same tactics is becom-

ing very obvious across a lot of brands, including

the beauty industry. Consumers are beginning

to call out poor marketing techniques while the

brands with cool, innovative methods receive a

surge of popularity. A good example of this is

TikTok shop marketing, paying content creators

a small commission to convince their audienc-

es to buy the products that they have linked

While this was a good idea to begin with and

drew in lots of tra ic, it has become so over-

used it is starting to appear almost desperate and ingenue On the other hand, brands such as

White Fox, Sisters and Seekers, Skims, and even

Rhode Beauty have all received massive popu-

larity in recent times due to their creative and

unique marketing methods being e ective with

their target audiences, proving the importance

of this innovative thinking in achieving success-

ful marketing and showcasing the demand for

creativity. I think that the world needs a fresh

perspective into the marketing realm, bringing

back traditional outlets into the conversation

of fashion while ensuring that it appeals to

these younger generations. There is a massive

gap in the market for online fashion journal-

ism, particularly focusing on the brands within

this market level. Magazine articles are a state-

ment for the topic of luxury fashion, with these

resources beginning to now delve into a more

digital space; however, the same can ’t be said

for bridge brands or the likes of fast fashion,

creating a huge opportunity for a new way for

these brands to connect to their audiences and

market in an untouched space. Generation Alpha is going to be even more digital-focused than

Generation Z, so it is important to tap into this

market early. With this target market in mind,

it is important to address the younger generations strong opinions and morals that they have and look for within the brands from which they purchase. With a lot of growth still needing to be made within the fashion industry as a whole, it is always a groundbreaking story for a brand

from a lower market level to embody these political views and make a stand within the price

bracket that the younger generations can likely

a ord. Topics such as feminism, sustainability, inequality, and the promotion of healthy beauty standards are all still important movements

that a lot of people feel passionately towards

and still need a lot of growth to be corrected within the fashion industry and wider society.

Where do I see myself within the industry ?

I envision myself being successful in the fashion

industry's digital and marketing sectors, where I

can use my storytelling, planning, and creativity

skills to influence how businesses engage with their

consumers. I am particularly interested in working

with bridge brands and fast fashion brands that

value innovation and accessibility, as this will allow

me to play an important role in establishing en-

gaging social media campaigns, digital marketing

tactics, and brand narratives that appeal to a wide

range of consumers. These topics match my desire

to work in fast-paced situations where I can use

my organisational abilities and attention to de-

tail to successfully complete projects while staying

ahead of emerging trends. I plan to work in roles

surrounding social media management and digi-

tal marketing, where I can develop and implement

strategies to amplify a company's voice across digital channels. With social media being a prominent

To determine what I could get paid for, I must un-

derstand the value of my strengths and skills and

their demand within the industry, recognising how

these aspects overall make a valuable employ-

ee within my desired market. Reflecting on these

strengths, industry needs experts who can combine

precise organisation, clear communication, imagina-

tive problem-solving, and unrelenting passion, all of

which I embody and contribute to each assignment.

In today's fast-paced and competitive market, the

skills I provide are not just useful; they are cru-

cial. My dedication to organisation and my attention

to detail will ensure that every project I manage is

thoroughly planned and performed, leaving noth-

ing to chance and ensuring that quality is never

sacrificed. This level of accuracy is critical in cir-

cumstances where deadlines are short and mistakes

can be expensive Furthermore, my strong com-

interest of mine, I would like to be situated pri-

marily on those platforms, with this area being the

key focus of my decided job role. Furthermore, I'm

also interested in fashion journalism in the digital

world, where I can utilise my storytelling skills to

create interesting narratives about brand identity,

cultural events, and industry insights. An area of

the industry that particularly interests me aligns

with my strengths, skills and passions and one that

I feel is in short supply for my specific market level

of brands. Long term, my goal is to position my-

self as a versatile and imaginative professional who

can bridge the gap between creative storytelling and tactical execution. Whether I' m working for established bridge brands or developing fast fashion labels, I am dedicated to promoting brand growth, cultivating true customer connection, and contributing to the fashion industry's ever-changing digital

landscape.

What could I get paid for?

munication skills, both verbal and written, allow for

easy cooperation across teams and with audienc-

es. Whether it's through e ective storytelling that

helps bring ideas to life or controlled communication to keep projects on schedule, these skills would help

make sure all stakeholders are on the same page

and that a process runs smoothly and e iciently.

When obstacles emerge, my creative problem-solving

skills are vital as I'm always prepared with a backup

plan, which is essential in sectors where unexpect-

ed setbacks may delay growth. This preparedness

allows me to adjust rapidly, transforming possible

setbacks into opportunities for growth Finally, my

passionate and driven attitude towards my work

drives constant progress and perfection. In an in-

dustry that emphasises innovation, resilience, and

creativity, my constant e ort to achieve excellence

and continuous learning not only feeds my personal

achieve

ment but will also add to a company ’ s to-

tal success To further determine what I could get

paid for within the industry, I now need to examine

my personal passions and how these create oppor-

tunities for employment that are valuable and in

demand, specifically within my chosen market lev-

el of fast fashion and bridge brands. Wanting to delve into the marketing space, specifically on social

media, as I feel as though this is the most crucial

platform to attract consumers, I must express my content creation skills and storytelling skills within

this digital space. An interesting gap in the market

for the brands within this market, previously men-

tioned in 'what does the world need,' is the incor-

poration of fashion journalism within social media

platforms Combining my skill sets and incorporating

my passions into a new innovative space for pro-

motion Brands within this sector are constantly on

the lookout for fresh new perspectives and creative,

unique ways to enhance their social media mar-

keting, with heavy competition within the market

and the constant reusing of the same concepts.

My unique outlooks and innovative ideas create an

opportunity for desired employment.

What is the deeper reason behind my work ?

I’d say that my work' s purpose and its underlying deeper reason that drives it all relate back to my

consistent goal of achieving perfection and witnessing growth. I strive to ensure that every detail of my work is carefully planned and executed, creating an environment where innovation thrives and success is heightened. I believe that every project is an opportunity to combine my creativity with my other skills, such as organisation, and create a transformative and high-quality output, turning all challenges into a display of progress that I can look back on and reflect on to continue improving. I love experiencing growth and looking back to see how far I have progressed, so although I will always strive towards perfection, I am driven by knowing th

' s purpose being about this continuous improvement, I am always pushing boundaries and developing my skills so that my work can leave its own legacy within the industry and my career that resonates with people on various levels. In addition to this, I like my work to represent something that I am passionate about, whether this is personal or more political, all corresponding back to my strong opinions, morals, and beliefs that are being expressed creatively through the work that I produce Not only do I want my work to represent excellence, but I also want it to spark a positive change in mindsets. Exploring these deeper meanings and discovering a unique way to represent them, on the back of my research, is something that I have found has really driven all of my projects so far and has concluded elements that I have used as the forefront message. Providing my work with a deeper meaning and one that o ers purpose to the projects that I develop, driving unique outlooks and representing a bigger picture of creativity.

What principles and ideals will guide my brand?

My personal brand's guiding values include authenticity, excellence, innovation, organisation, passion, and  resilience. I feel that being true to myself and accepting my unique  perspectives and strong opinions is the foundation for every project that I pursue, and I am going to continue this value to help guide my brand in the future. Using this ground principle, I will be able to ensure that my work is always authentic and that it resonates with me truly, therefore appearing more genuine and drawing interest. Furthermore, my work represents my dedication to producing high-quality results, paying great attention to detail, and constantly pushing for excellence At the heart of my approach is a strong sense of organisation and e iciency I respect structure and accuracy, ensuring that each project is meticulously planned, performed, and delivered to the highest standards. I am additionally enthusiastic about stretching creative boundaries and addressing problems with creativity, constantly looking for new ideas and solutions to improve my work. This dedication will enable me to remain focused and adaptive, responding to new possibilities quickly  while retaining clarity and control. Passion is an important value that drives my work, and I am significantly motivated by my desire to create meaningful, significant work that communicates and makes an impact. Another distinguishing feature is resilience; I attack each problem with determination, seeing di iculties as chances for development and learning, constantly looking to learn and grow. Finally, beyond personal accomplishment, I am committed to creating a lasting legacy, seeking to positively a ect and  inspire others through exchanging knowledge and creating a community of continuous growth. These values will guide my work, ensuring that each action I do is consistent with my aim of creating work that is both meaningful and long-lasting.

What goals do I want to achieve with my brand ?

• Establish a strong brand identity and

reputation

• Commit to continuous learning and growth

• Embody a culture of excellence

• Embrace creativity and innovation

• Push boundaries and experiment

• Enhance my professional digital presence

• Maintain my passion in the work that I

produce

• Build lasting relationships

• Adapt and overcome challenges

• Deliver impactful storytelling

• Leave an impact and a lasting legacy

• Achieve success

Who am I targeting with my brand?

As my decided market level sits around bridge

brands and fast fashion, and my main focus is social media and digital outlets, my target

market will be primarily the younger genera-

tions, such as Generation Z and now Generation Alpha. These demographics reflect the future of customer culture, influencing how companies connect with their audiences. Both

generations are digitally native, as they grew up in a society where technology and social media

platforms are important to their everyday lives.

They interact with material rapidly on platforms such as Instagram, TikTok, YouTube, and other developing digital spaces, making these

channels critical for reaching and influencing

them. This digital-first mentality influences

their purchasing patterns, brand loyalty, and expectations, establishing them as significant potential customers in the bridge brand and fast fashion marketplaces, where accessibility meets trend-driven fashion. Their needs and desires revolve around urgency, authenticity, and creativity. Generation Z and Generation Alpha want instant access to the latest

trends, which are frequently influenced by pop

culture, influencers, and social media communities, and they gravitate towards brands that

provide ongoing innovation while remaining inexpensive and accessible However, these generations respect transparency and ethics, and they expect companies to represent their val-

ues, such as sustainability, inclusion, and social responsibility. Beyond simply purchasing items, these generations demand personalised experiences and engaging content that allow

them to connect with brands on a deeper, more significant level. Understanding these expecta-

tions will enable me to customise my brand to successfully connect and inspire this audience, with an emphasis on providing dynamic, visually appealing material that not only catches their attention but also communicates with their identities. Through unique social media campaigns, interactive storytelling, and educated brand messaging, I hope to o er material that is genuine, current, and culturally sensitive This means staying informed with developing trends, encouraging community interaction, and taking a flexible, fast-paced approach to the ever-changing digital world

What is missing in my chosen market and how can my brand fll that space?

There is a massive shortage of honest, insight-

ful digital storytelling in the bridge brand  and fast

fashion market that not only corresponds to the

industries' fast-paced nature but also resonates

strongly with younger audiences such as Generation

Z and Generation Alpha. While these marketplaces

are overflowing with visually appealing, trend-fo-

cused material, the narrative frequently lacks sub-

stance, with many brands failing to give insightful

narratives that delve into the cultural, societal, and industry-specific factors driving these trends. This

creates a gap for digital fashion journalism that extends beyond surface-level advertising and instead delivers fascinating, insightful, and accessible content that satisfies the audience's intellectual and emotional demands. With these generations being digital focused and the common pattern of short attention spans due to the likes of TikTok, there is a demand for new advertising strategies that appear genuine and authentic while capturing attention in a creative way within this space Here is where modern fashion journalism can be integrated, allowing consumers to understand a brand' s true philosophy while viewing content that is attention-holding, creating a fashion community that this demographic wants to be a part of. Following on from this, there is an increasing desire for openness in sustainability initiatives, ethical standards, and behind-the-scenes operations in the fashion industry. Customers in these younger generations are becoming more mindful and curious, wanting to

understand not just what they ' re purchasing but also why it matters. Many brands fail to properly express their principles and ethical activities in an accessible and engaging manner, creating a gap for clear, honest storytelling that simplifies complicated industry subjects into material that informs and inspires. The younger generations specifically are a lot more vocal on the matters that they are passionate about, and they want to see these messages reflected in the brands that they purchase from. Embodying these values and creating content that reflects these messages will allow this demographic to resonate and therefore engage more. Through my brand I aim to close these significant gaps by o ering a fresh, insightful perspective and through exploring regions such as digital fashion journalism, focusing specifically on bridge brands and fast fashion as well as their connection to the younger generations. Combining, simple, meaningful storytelling with an insightful understanding of the digital

space, I will deliver narratives in an accessible fashion, not only highlighting the latest fashion trends but additionally unearthing their deeper meanings, overall allowing the consumers of these generations to connect more meaningfully to the brands that they engage with Utilising my strong organisational skills and attention to detail, I can create material that is both genuine and interesting, with my

storytelling abilities assuring that even complicated topics such as sustainability and cultural shifts

are delivered in an impactful and relatable manner.

PEPPERMAYO Brand 1...

Peppermayo is a Sydney, Australia-based

online fashion brand, founded in 2012 when

co-founders Georgia Wright and Huayi Huang

identified a gap in the Australian market for

a ordable women ’ s clothing that was on trend.

The now-popular brand began as a small independent seller on eBay and soon after

opened a Facebook store where consumers

would comment on posts to make their pur-

chases, all operating from a small apartment

in Sydney where inventory was managed on

a futon. Growing organically from that point on, the brand expanded, and by 2017 Pep-

permayo had established its o ice space, studio and warehouse, allowing them to widen their product range and grow their online

presence. Peppermayo sits in a bridge-fast fashion market level, designing and produc-

ing clothing on a quicker scale and competing with other fast fashion brands within the

market, while being positioned at a slightly

higher price point and embodying more sus-

Age: 18-30

tainable practices within its production com-

pared to ultra fast fashion brands. Known

for their trend-driven, youthful aesthetic, of-

fering boho, festival fashion, streetwear and

casual styles, with their clothing and swim-

wear being inspired by the Australian sun-

shine, Peppermayo’s main target demographic

is young women, currently marketing towards

Generation Z and young Millennials, with their

main consumer base being women aged 16-

24. Targeting this demographic of consum-

ers means that they are very social media

focused, designing their garments to create

‘Instagrammable outfits’ and using these dig-

ital platforms as well as influencer collabora-

tions to help drive sales and publicity. While originally an Australia-only brand, they have

expanded internationally, having a forceful

presence in areas such as the US, UK and Eu-

rope, launching Peppermayo UK Ltd just last

year to ensure that UK consumers can purchase from the brand with VAT included.

Consumer Profle

Gender: Primarily female

Income level: Middle to lower-middle income – disposible incomes.

Style: Trend-driven, feminine, playful, versatile

Fashion Attitude: Confident, influenced by pop culture, social media

and influencer styles.

Values/Priorities: Prioritises a ordability and trendiness over long-

term sustainability.

Hobbies: Fashion, social media, travel, festivals, pop culture, going out.

is flourishing, rapidly introducing new collections

and fresh styles, ensuring that their consumers are engaged. Furthermore, the brand understands the

importance of the seasons and actually utilises mi-

cro-trends, curating their product selection to align with the changes of the fashion industry, big or

small, and updating their new arrivals and trending

sections on their website to always showcase the

hottest products at that time, keeping the shopping

experience fresh and exciting for consumers

Communication and consumer relationship

Another element that Peppermayo are doing successfully is communicating and connecting to their

audience. The brand hosts giveaways on a very regular basis across their social media platforms, which

not only creates excitement and draws publicity back to the brand, but it also creates a positive brand image of giving back to their consumers. Individual

prizes can range from concert tickets to, most recently, a Mui Mai bag, and in December of 2024, the

What are they doing successfully?

brand hosted their own 10-day advent labelled “It' s Giving”, giving all consumers freebies, a percentage

o or an opportunity to win a substantial amount o their order if they found the hidden codes on

their website as a part of a scavenger hunt

Social media, Infuencers, PR events and international growth

Peppermayo have gained a large online presence, securing 1.1 million followers on Instagram and another 243.8K on TikTok, remaining consistent and engaging

with their audience. This social media presence has allowed them to reach their target market directly, assisting in the e ective marketing and promoting of new collections. Their use of influencers and

celebrities as a part of their marketing strategy has proved to be very e ective, utilising PR events on an almost monthly basis to generate tra ic in

promoting new collections, collaborations or holidays

and gathering a wide invite list With a focus on

expanding cross-border operations, their digital-first approach is really what has allowed them to succeed,

particularly in connecting to a UK audience, with the

brands use of influencers also being very successful in

this department, collaborating with popular content

creators in areas such as the US and the UK and

holding PR events, especially in these countries, to

generate publicity and brand awareness. For example,

this year Peppemayo held a Valentine ' s dinner event

in London, inviting a range of influencers to promote

their new collection, gaining lots of online attention

and promotion from its attendees. Furthermore, the

brand' s impressive growth in the UK that many UK

brands, such as Topshop, were unable to accomplish in

Australia may also be due to the brand' s investment in

understanding the UK market. Without the overhead of physical stores and being 100% online based, the brand was able to maintain flexibility in their inventory

management meaning that they could quickly adapt to UK fashion trends and consumer preferences in the same way that they would Australian. Tailoring their

product o erings, marketing messages and customer

service to match expectations and build a brand identity within that climate. Additionally, to further help achieve their goal of international expansion in

other areas, Peppermayo began working with cross-

border activity specialist and social agency Growth

Huntr in 2022 to help solidify them within the US

market, outlining the brand's true dedication to growth internationally.

Brand messaging and sustainability commitments

Peppermayo additionally use their large platform to promote powerful messages, connecting further to their target demographic on a deeper level. For example, they have recently partnered with the National Breast

Cancer Foundation for the release of a new collection o ering versatile wardrobe samples, with 50% of the profits made from sales being donated back to the charity, highlighting their commitment to social responsibility and community well-being. Furthermore, the brand has a strong commitment to sustainability initiatives, unlike other brands at a similar market level, wanting to reduce their environmental impact and implementing aspects such as biodegradable mailing bags and recycled paper swim tags. Although there isn ’t much public information on Peppermayo ’ s factories or wider specific sustainable e orts, they have expressed that all practices align with the United Nations Sustainable Development Goals and their understanding of progress still needing to be made to be more environmentally friendly. In terms of ethics, more information is available, and they have expressed their dedication to treating all workers within their supply chain fairly, and at a minimum, all of their factories must register with the Supplier Ethical Data Exchange and undergo annual independent audits Finally, Peppernmayo additionally has plans this year to use their platform to help local Australian artists through collaborations, providing a unique approach to the fashion industry that is fresh and inspiring.

What areas are they neglecting or under developing?

Sustainability and transparent supply chain

While identifying what areas Peppermayo neglecting or under developing, I reflected on my

previous research to personally highlight what , I felt, was missing. Although acknowledging the importance of sustainability and environmentally friendly practices and representing some of their e orts, they have yet to demonstrate a wider picture of their comprehensive meas-

ures to reduce their environmental impact Despite their marketed attempts, they are a brand

that operates on a quick-production cycle, and therefore there will definitely be large areas that still need developing, such as adopting sustainable materials or reporting on production processes, which they currently do not disclose to

their audience. Throughout my research on Pep-

permayo, I noticed a severe lack of transparency in their supply chain, with the brand o ering very limited public information about their

labour practices and factory locations. With this

information being unknown, it leaves a question

mark for consumers and creates doubt over the

brand in which they are supporting, which could

harm brand image. Enhancing this transparency in contrast could aid in building consumer

trust and highlight their authentic commit-

ment to ethical production. In addition, another

area relating to sustainability and transparency

which they are currently not implementing is

product-specific sustainability information. The

younger generations which Peppermayo are tar-

geting are becoming more conscious about the

products that they are purchasing; providing

this detailed sustainability info action for each

product could motivate consumers to make more

informed choices, further building brand trust.

Digital storytelling

Furthermore, while Peppermayo is very successful

on social media and a large portion of their

growth has been due to influencer engagements

and PR events, there is a lack of storytelling

within their content that could further help them

to connect to their audience. While information

about their heritage and charitable e orts

is available to read on their website, this isn’t

widely integrated into their social media content,

leaving a gap for incisive and even interactive

content that could help them connect deeper to

their younger demographic of consumers who

are unlikely to read information on their website.

This is particularly important as their current

consumer demographic is aged between 16 and

24, meaning that a Generation Alpha approach is

needed in the coming years to prevent an ageing

consumer market. Moreover, although having

a substantial following, it is distinctly smaller

than other online fast fashion brands such

as Pretty Little Thing, which currently has 18

million, and SHEIN, which sits at 34.5 million, as

well as the brand's engagement being relatively

low on everyday posts, only appearing to creep

higher on posts showcasing certain influencers or

promoting giveaways, potentially highlighting the

lack of substance within their current content to gain that added engagement. Integrating

storytelling into unique and attention-grabbing digital content has been very successful for

many brands targeting Generation Z, such as other fast fashion brands H&M and Pretty Little

Thing, as well as other brands at higher market levels such as Nike, which particularly succeeds with this, showing the importance of establishing

brand values, connecting to consumer beliefs and

maintaining passions throughout the marketing of a brand, areas in which Peppermayo seeks

improvement. For example, this could include highlighting important causes that the brand

stands by, such as their sustainability e orts, dedication towards inclusivity or their stance on feminism, being a women-owned and empowered

brand. Or even using the causes that they are currently publicising on their website, such as wanting to give back to their heritage by collaborating with Australian designers and their

charitable donations towards breast cancer, but by marketing these messages in a way that really connects to their target consumers on the large digital platforms that the brand has successfully built.

Size inclusivity

Finally, a noticeable area that Peppermayo appears to be neglecting after completing my re-

search and having placed orders myself personally is their lack of attention to di erent heights and body types Unlike other brands of a similar

market level that have distinct promoted ranges for categories such as Petite, Plus and Tall, this

is not something that Peppermayo also appears to have employed, showing a lack of diversity.

Being petite myself and ordering products in

my usual size from the brand, I found that certain garments, particularly trousers and skirts,

were extremely long on me, with, on one occasion, a pair of jeans measuring a foot longer than the length of my legs. With there being

no petite sizes available, this has caused me to be restricted from purchasing particular styles

from the brand, a problem that I’ m certain oth-

er people will have also experienced, leaving a

massive potential gap to be developed

How can my personal brand fll the gap?

My personal brand could fill a vital gap for

Peppermayo by combining the quick-paced,

trend-driven environment of fast fashion with

a deeper, more authentic narrative that appeals to today's young customers. While Peppermayo

succeeds at providing trendy, inexpensive styles to its target demographic, they are

prioritising short trend cycles and high-volume manufacturing at the expense of transparency, ethical principles, and meaningful storytelling. My aim, which is to simplify fashion developments through ethically informed, well-researched, and innovative digital material, will directly tackle this gap. By producing compelling, in-depth digital fashion journalism and storytelling, I hope to assist in bridging the gap between Peppermayo ' s dynamic line of products and the rising customer need for authenticity and social responsibility in the fashion industry. This alignment with market demands is especially important for

Generation Z and Generation Alpha, who are not only highly engaged on social media platforms but are additionally increasingly motivated by values including sustainability, diversity, and transparency These younger customers want to know the narratives behind the brands they support, and they want material that is

not just entertaining but is  also educational and informative By combining my skills in

creative content creation, precise organisation, and strategic digital marketing, I can create

compelling narratives that shed light on the reasoning behind trends, whether by behind-the-

scenes perspectives, disclosed investigations of

environmentally friendly practices, or highlighting ethical production initiatives. This will not only

improve the consumer's experience, but it will also boost Peppermayo's brand image, allowing them to di erentiate themselves in a highly competitive market. In terms of my unique value, I can provide a rare blend of innovative thinking and realistic,

data-driven strategy. My ability to analyse new

trends and integrate them into visually appealing, culturally relevant content will  enable me to

tell narratives that are meaningful on several levels. Whether it's by in-depth articles, exciting

social media campaigns, or interactive online interactions, I can provide a new approach and fresh perspective to brand marketing that values both aesthetics and content. This thorough viewpoint will  ensure that all types of content focus on more than just presentation but also on creating an emotional connection to their audience, one that builds trust and generates loyalty. Finally, my vision is closely related to my overall objective to create a lasting legacy in

the fashion industry. I am dedicated to changing

the way fast fashion and bridge brands tell their stories by promoting a model that prioritises ethical transparency, innovative storytelling, and relevance to society. By incorporating these

concepts into my own brand, I hope to establish a

new standard to demonstrate how digital fashion

journalism can shift consumer expectations and

generate genuine change. In the process, I will

want to not only strengthen Peppermayo ' s market

position but additionally contribute to a larger

movement which redefines established standards.

Brand 2... Motel Rocks

Motel Rocks is a UK-based online fash-

ion brand founded in the late 1990s when

co-founders Will and Andy felt influenced by

the style sensibilities of the late 80s within

the UK and took a road trip across the Unit-

ed States, collecting second-hand and vintage

pieces to sell back in local London markets. The

brand quickly earned traction, taking its name

inspired by the motels that they lived out of

while on their adventure, and unable to reach

demand, they recruited a designer to create a

first

collection. Motel Rocks continued to grad-

ually grow, and in 2005 the duo went on their

second adventure to Bali on the lookout for

inspiration, where their encounters with local

creatives convinced them to additionally place

roots on the island. To this day, the brand

maintains their distinctive aesthetic, keep-

ing them unique and interesting within their

market. Motel Rocks operates within a bridge/

Age: 16-30

fast fashion market, o ering on-trend stylish

fashion at more a ordable price points. More-

over, their main target demographic is primar-

ily Generation Z and young millennials who

seek a more retro, edgy look while remaining

feminine, with their 90s and Y2K-inspired de-

signs and silhouettes reflecting this trend of

consumers. In terms of their reach, the brand

is an international name, o ering their con-

sumers worldwide shipping and gaining pres-

ence in areas such as the US, Australia and

wider Europe; however, additional shipping

costs and customs can be faced. To connect

to their target consumers from all areas of

the world, the brand has gained a sturdy on-

line presence, building social media platforms

and collaborating with popular influencers and

celebrities to develop brand status and assist with promotion, engaging and connecting with

consumers within this space.

Consumer Profle

Gender: Primarily female

Income level: Middle to lower-middle income – trend focused but

budget conscious

Style: Edgy, vintage, feminine, retro

Fashion Attitude: Trend-driven, enjoys individual expression, seeks to

stand out.

Values/Priorities: Prioritises a ordability and trendiness over long-

term sustainability.

Hobbies: Fashion, social media, travel, festivals, nightlife.

What are they doing successfully?

Distinct brand identity and authentic brand narrative

Motel Rocks massively succeeds in remaining true to

their brand identity and origin, which is in a vintage

aesthetic with road trip excitement, while combining

modern fashion trends. This combination of captur-

ing nostalgia from a period of time along with incor-

porating modern takes o ers a very unique outlook

on fashion as well as a story that connects to their

audience, giving the brand a distinct personality.

While other brands within this market level have a

strong focus on only the newest recent trends, Mo-

tel' s ability to interlock this with their authentic ori-

gin allows them to stand out within the competitive

market and attract these younger consumers who

want to enjoy the styles of the decades before them

while adapting them to fit recent trends. The story-

telling involved is not only captured in the physical garments, but it additionally represents a culture and a lifestyle that consumers want to be a part of, king sf l hni

Trend responsiveness and direct to consumer approach

Motel Rocks focuses on an online, direct consumer approach, meaning the brand can maintain a smooth operation and o er their garments at inexpensive, accessible price points Utilising this model also allows for rapid adjustments in accordance with mar-

ket changes and the ability to quickly interpret rising trends both into new collections and in the digital space, ensuring that the brand remains rele-

vant and competitive and appeals to its Generation

Z and young millennial audience. Whether it's taking

inspiration from nostalgia or embracing upcoming fashion styles that fit within the brand aesthetic,

Model is able to swiftly adapt its product o ering

to meet consumer demand.

Social media, infuencer partnerships, digital campaigns and UGC content

Motel Rocks has gained a sturdy online presence,

holding 1.8 million followers on Instagram and a fur-

ther 906.8K on TikTok. The brand has leveraged these

platforms to showcase their unique and vintage-in-

spired aesthetic, frequently updating their feed with

eye-catching content and creative digital campaign

imagery, building an engaged online community Us-

ing social media features such as polls to create in-

teractive content for their audience and encouraging

their consumers to create user-generated content,

creating the brand's status as being ‘for the girls

who want to get dressed for one another’, further

driving engagement and fostering a sense of com-

munity. Ensuring that their content remains new and

trendy while encouraging others to also share their

looks created with the brand to their own audiences,

big or small. This technique of creating a community

has been very successful for Motel Rocks engage-

ment, highlighted through the consistent and high

levels of engagement that they receive across their

channels. By regularly communicating and interacting

with their audience, the brand has been able to form

a deeper connection to their consumers, creating ex-

citement around new releases and developing trust.

Furthermore, the brand have been very e ective

with their embodiment of influencer partnerships as

a marketing technique, working with a range of in-

fluencers from micro levels to celebrity statuses, all

of whom embody the nostalgic, feminine, edgy style

that the brand holds With names such as Haley Bie-

ber, Olivia Neill and Blackpink's Rosé all being known

names that have shown their love for Motel' s unique

aesthetic. Through partnering with a diverse range of

influencers, the brand is able to ensure a wide reach

that e ectively targets various areas of its intended

audience while maintaining an authentic brand mes-

sage that stays true to its founded identity. Finally,

the brand uses their social media platforms to create

strong visual storytelling, producing content that re-

flects its cohesive aesthetic themes, with their ret-

ro-inspired imagery linking back to their appealing

brand identity that resonates with consumers, en-

suring again that their brand message is consistent

across all digital platforms.

Pop-Up events, limited edition releases and interactive experiences

Another area in which Motel Rocks are successful is their ability to generate buzz towards new collections and the brand itself. Partaking in experiences that allow the online brand to directly interact with the consumer, such as pop-up shops and sample sales, aids in blending excitement online with physical experiences, generating a feeling of exclusivity.Additionally, through releasing limited edition collections and surprise drops, the brand creates a sense of urgency among consumers which not only drives immediate sales but additionally encourages a loyal consumer base that anticipates these new releases Moreover, Motel frequently creates other interactive experiences that allow them to directly speak to the public, assisting in the brand' s promotion and generating brand familiarity and trust. For example, for Valentine' s Day 2025, the brand headed out to the streets of London to hand out roses and secret discounts to the public with the initiative of spreading love and creating simple conversations to further represent their community approach.

What areas are they neglecting or under developing?

Sustainability and supply chain transparency

Similar to many other brands within the market level, Motel

Rocks has lots of space for development in terms of their sus-

tainability initiatives and supply chain transparency. While the brand has taken some steps in contributing to the environmentally friendly movement within the fashion industry, such as the incorporation of recyclable materials and biodegradable packaging, the brand are yet to fully outline a strategy that they will be embracing to reduce their environmental impact.

With Motel Rock' s main target demographic being Generation Z and young millennials, who are becoming increasingly conscious of their personal choices impact on the environment and withhold strong values in regard to responsible consumption, this is an area that the brand is neglecting, which could cost them in terms of consumer loyalty. For example, according to the

Fashion Revolution Transparency Index in 2021, clear sustainable metrics such as water usage, carbon footprint reduction and waste management data are becoming often expected by consumers within these generations that are eco-conscious

Furthermore, publicly there is very little data available on Mo-

tel’ s supply chain, including areas such as ethical labour prac-

tices, factory conditions and production processes This can cause doubt within consumers, as there is little transparency

in how their clothing is produced, which overall could decrease

brand trust and credibility. By developing the brands focus

on sustainability and supply chain transparency, Motel Rocks

can address these growing concerns and allow themselves to

stand out within a competitive market, aligning with both the expectations of their target market as well as contributing

to a broader shift within the industry that prioritises more

responsible practices.

Diversity and size inclusivity

Another area that Motel Rock’ s is neglecting is diver-

sity and size inclusivity, a growing demand amongst

consumers especially within the younger generations

who expect to see this within the brand that they

purchase from. If the brand wants to remain ap-

pealing and relevant they must further develop this

area, with consumers not only wanting to obtain

trendy designs but also see a wide representation of

di erent body types and identities. This is demon-

strated through research that indicates that con-

sumers are actually more likely to support brands

that reflect their own diverse experiences and that

utilising inclusive marketing strategies can signifi-

cantly improve sales and brand loyalty, discovered

in studies by McKinsey & Company. Upon my re-

search I discovered that although the brands size

guide ranges from XXS to XXL, they do not provide singular ranges for specific body types such as pe-

tite, plus, tall and curve. Having a one-size-fits-all

approach isn ’t realistic and means that their o er-

ings are not accessible to a variety of body types

For example a consumer could be 5’2 and a size

small and another consumer could be 5’10 and a

size small, but one will su er in terms of the gar-

ments length as it would be impossible for a cor-

rect fit across both. Tackling this area of improve-

ment could ensure that the brand is accessible to

all consumers, appealing to a broad modern audi-

ence and contribute to a goal of remaining relevant

within todays over crowded market. Moreover, while

the brand exceeds in digital storytelling across their

digital platforms, the inclusion of more diverse mod-

els could enhance the brands authenticity as well as create a sense of belonging for consumers. With community being a strong approach for the brand,

they often lack size diversity across their marketing

which could distance consumers from the brand who feel like they wouldn’t fit the aesthetic showcased and harm Motel’ s community intention. The brand actually faced controversy in 2021 with ASA ruling

that a set of ads couldn ’t be published again after

a series of complaints in regards to the models size.

The models featured within the campaign appeared

to be unhealthily thin which consumers found to be

irresponsible for the brand in terms of the message

that they were promoting to their audience, further

solidifying my point in the brands need for development within this area

Supporting important causes and voicing for societal development

Finally, although the brand is strong in terms of

their digital storytelling, I have found it di icult to indicate them using this strategy to promote and support important causes. With the brand' s target demographic holding strong values and beliefs, it is important for Motel Rock’ s to integrate these causes to connect to their consumers on a deeper level. For example, important causes such as sustainability, inclusivity, and equality are all important protests within society that many other brands within a similar market level have incorporated into themed campaigns and dedicated posts; however, Motel is yet to

take inspiration and utilise this themselves, leaving a massive gap available for them to fill. By contributing back to society and using their already strong abilities in leveraging digital storytelling, the brand is in a perfect position to gain attention and create a stand that their consumers can resonate with, adding more depth to their community approach. This could include partnering with prominent influencers who resonate with the intended message, working alongside charities or simply just voicing their support in an innovative and eye-catching fashion that fits within their already established brand narrative.

How can my personal brand fll the gap?

My personal brand can aid in filling the gaps for Motel Rock’s through the integration of authentic, informed storytelling with a deeper understanding of contemporary market needs within the bridge/ fast fashion and digital space. Through recognising the brands target demographic of Generation Z and young millennials and their current demand for more transparency regarding the environmental impact of the brands from which they purchase, my strategy could be to integrate sustainability measures into digital content. This could consist of waste reduction strategies and showcasing the use of recycled materials or upcycled designs, creating an approach

that aligns with both the market demands from

eco-conscious consumers and additionally o ers a

unique and research-driven perspective to the industry that is frequently criticised for its environmental footprint. Overall, allowing my brand to shift

Motel Rock’s purpose from being solely trend driven to ultimately contributing to a wider legacy of responsible fashion innovation. In addition to this, my

brand can fill a gap in Motel’ s supply chain transparency, an area that is massively underdeveloped for the brand and may begin to use harm to the

brand' s reputation. With target consumers beginning to value information in regard to the origin of the

products that they purchase, with growing concerns

over ethical labour practices and factory conditions,

I can bring a unique blend of thorough research and

digital content skills that can highlight behind-the-

scenes processes. Through enhancing transparency

within this area in a way that coincides with their

current storytelling abilities, I can reveal the journey

of each product after the design process, an area in

which they have shown to expose on their website,

bridging the disclosed gap from initial idea to end

product. Maintaining this commitment to openness

for the brand will not only meet this current mar-

ket demand but will also establish a new standard

for ethical production, placing Motel Rock’ s at the

forefront of this movement overall, tying direct-

ly into my mission of creating a legacy within the

industry. Furthermore, my brand can also help to

address the undeveloped area of size inclusivity and

diversity for Motel Rocks, with my purpose being to

redefine fashion narratives for the brand and bridge

this important gap through both physical product

o erings and marketing content. By bringing in this

perspective, I could work alongside influencers and

designers to create collections that cater to a broad

range of body types, with this approach ensuring that the brand resonates with its wider audience

and that they align with consumer expectations of equality and representation within media. Overall, adding this important initiative to Motel’ s already defined brand narrative, making their community one where every consumer feels seen and valued. Finally, my brand can help fill a gap for Motel Rocks by embodying the power of value-driven storytelling, addressing important issues such as sustainability, inclusivity and others that the brand is yet to address on a wider scale. While the brand's focus is on trend-driven collections that capture the essence of their brand narrative, there is a notable opportunity for them to elevate this storytelling with the incorporation of meaningful digital content. My brand can bring a fresh perspective into

this space, being from Generation Z and knowing

the values that this demographic of consumers want to see brands demonstrating, along with having

my own passions for social change. By combining

creative content creation and in-depth research, I

can produce interactive campaigns with educational backstories that can help the brand connect more deeply to their audience on an emotional level, fur-

ther fulfilling my goal of creating a legacy.

Oh Polly

Oh Polly is a UK-based online fashion brand established in 2015 by co-founders Claire Henderson and Mike Barney. The brand originally began on the selling platform eBay as a way to fund their charity work, known as The Brannerson Foundation, a charity that supports philanthropic initiatives in Cambodia. From there, eBay sales began to grow rapidly, with social media accounts and a website set up soon after. Although facing struggles through their journey to grow the brand, such as one of their first trusted suppliers stealing all of their money, up to the value of 30,000, they didn’t give up, with Oh Polly now being one of the fastest-growing fashion brands within the UK. The brand operates within the bridge/fast fashion market, primarily being associated with fast fashion brands while obtaining a slightly high

price bracket and experimenting with more luxu-

ry collections. Known for their trend-driven, wide range of women ’ s clothing, the brand has grown on an international scale, having o ices in Liver-

Age: 16-34

pool, Glasgow, Los Angeles, Guangzhou and Dhaka

and an employee amount of 1850. This interna-

tional presence allows for the brand to cater to a

global market of consumers, further sliding their

growth and position within a competitive market.

With a social-first business model, Oh Polly puts

digital platforms at the forefront, making Generation Z, young millennials and shortly Generation

Alpha their target consumer base, with a main age

range of 16-34. Catering to a range of occasions

and aesthetics, the brand is primarily known for

their bodycon and nightlife outfits; however, be-

ing trend-focused, they constantly adapt to shifts

within the fashion space, covering all areas from

swimwear to loungewear. The brand further ex-

panded its fashion o erings in 2020, launching

sister brand Bo+Tee that focuses on activewear

and athleisure. A brand which has also become successful in its own right and maintains its own

strong online presence along with the other sister brand, Neena Swim, launched in 2021.

Consumer Profle

Gender: Primarily female (81.5%)

Income level: Middle to lower-middle income – trend focused but

budget conscious

Style: Glamorous, feminine, confident

Fashion Attitude: Trend-driven, statement-making, attention-grabbing

Values/Priorities: Prioritises a ordability and trendiness over long-

term sustainability.

Hobbies: Fashion, social media, travel, social events, nightlife.

Social media growth, infuencer partnerships, PR events and London Fashion Week

An area in which Oh Polly has massively succeeded is their

social-first and digital approach to the promotion and rep-

resentation of the brand. Holding a massive combined fol-

lowing of over 8 million across its social media platforms, the

brand has demonstrated extraordinary growth in engaging

consumers, with statistics in 2019 ranking Oh Polly as the 5th

most engaged UK fashion retailer brand on social media The

brand has grown this online community through the use of innovative digital campaigns, creative storytelling, eye-catching visuals and influencer partnerships, all generating inter-

est among its core demographic of Generation Z and young

millennials Leveraging influencer marketing has been a huge

strategy for the brand in terms of increasing their growth, working with influencers from micro-levels up to celebrities, generating partnered collections and holding PR events/trips.

Some noticeable influencers who have worked with the brand are Maura Higgins, Madison Sarah, Daisy Tomlinson and Love

Island 2022 winner Ekin-Su, who was given the largest brand deal in the history of the show, although this later ended in controversy when she was dropped by the brand just six months later Moreover, the strategy of utilising PR events and trips for influencers is a common occurrence for Oh Polly, with destinations such as Tokyo, Paris, Australia and Dubai all making the expensive list, providing the brands with lots of promotion and publicity. Finally, delving into a di erent space for brands within this market level, Oh Polly has actually participated in London Fashion Week, with them holding a runway just this year. As models took to the catwalk, many popular UK influencers were viewed in attendance with the brand additionally live streaming the event to its audience

Charity work: The Brannerson Foundation

Another area that Oh Polly is doing successfully is remaining true to their origin, values and commitments, continuing to make the heart of the brand their found-

ed charity, the Brannerson Foundation. Wanting to be

a brand with purpose, Oh Polly gives this foundation a

percentage of their profits every month, with more than

£400,000 donated so far since the charity was set

up, helping more than 400 families and children in the

Siem Reap region of Cambodia This means that every purchase made to the brand helps to support so many people in one of the world' s poorest regions, demon-

What are they doing successfully?

strating that as Oh Polly continues to grow, so will the level of support that this foundation is able to o er

So far the Brannerson Foundation runs an expense-free

English language school that additionally o ers support

programmes and scholarships to children growing up in families with disadvantaged, disabled or widowed adults

In house designs, quality focused and attention to different body types.

Oh Polly prides itself on its unique selling point, being one of the very few UK fashion brands to design and produce its own garments. Maintaining the value of wanting consumers to get what they pay for, an area that they hold themselves highly on establishing, their product development and manufacturing processes are unique to most, with the brand wanting to be di erent

compared to its competitors, ensuring that consumer requirements are a focus. Therefore, the brand does not purchase any wholesale products to ensure that all designs are completely unique to the brand. Oh Polly has their own in-house design team, in which every single collection is curated, all led by the brand' s creative director. Furthermore, wanting to be fully involved in the production proce

control over both employee safety and the quality

rated individual categories for di erent body type

g

. To

, creating a brand t

e

ig

s to a wide

of c

, th

b

mers. T

h

incorp

categories currently available where the fit of the garments is specific are petite, tall and fuller bust

Sustainability measures, commitment to social responsibility and transparency

Unlike other brands within their market level, including previously researched brands Peppermayo and Motel Rocks, Oh Polly is extremely transparent with their consumers in regards to their sustainability initiatives, ethical practices and other areas. Even going as far as to make reports public and available to read on their website, such as a modern-day slavery

statement and a gender pay gap report, both being updated

each year to ensure that consumers can receive all up-to-date information and make informed choices based on the facts provided. In terms of their sustainability e orts, detailed within

its own section of the website, they have begun many pro-

jects and hold future plans within this space. For example, they have stated that they are committed to a healthier and hap-

pier planet and over the last two years have been calculating

their own carbon footprint; however, more information on their

strategy is still to come. They are, however, currently working alongside a waste management system and have provided data

that 99% of their waste across their UK cities was diverted

from landfill in 2023 Moreover, the brand have been adjusting

their packaging materials to be more eco-friendly, using mate-

rials that are either recyclable or have already been recycled,

and detailing in-depth instructions on how to properly recycle

your Oh Polly packaging at home. The brand additionally be-

gan using modal fibres in their collections since 2021, ensuring

that all items are certified to provide more transparency to

consumers. Furthermore, the brand' s dedication towards sus-

tainability didn’t stop here, with Oh Polly actually becoming the

first retailer to launch an online clothing bank in 2021, providing their UK consumers with a sustainable way to extend the life of their pre-loved clothing, all in partnership with The Salvation Army. Finally, the brand partnered with the London College of Contemporary Art on a suitability-focused project, challenging students to transform returned Oh Polly garments into show-stopping gala dresses that physically push the boundaries of contemporary fashion. Key factors to pay attention to included shape, volume, print and textiles, with the brand wanting students to take inspiration from iconic designers such as Rick Owens and Comme des Garçons, overall creating an attention-grabbing, unique approach to promote the brand's commitment to more sustainable practices

Goal towards accessible fashion and awareness of fnancial circumstances

Oh Polly holds a strong passion towards wanting everyone to enjoy their brand and therefore make accessible fashion a main objective, putting extra measures in place to assist those who want to look fabulous on a budget. For example, on the brand' s website is a dedicated ‘outlet’ section which showcases all items currently on sale, allowing their consumers to get their fashion fix for upcoming plans without breaking the bank. Furthermore, Oh Polly has adapted a rare service within their market level of rentals, allowing their consumers to wear their wishlist on demand, renting their favourite items for as little as £15 for four days. This is a UK-only service with variable price points depending on the expense of the item being purchased; however, it is significantly lower than the buying cost and allows for consumers to be more cost-e ective while rejecting overconsumption Moreover, Oh Polly additionally allows consumers to purchase using a buy now, pay later system called Afterpay, where products can be paid for in instalments or at a later d

What areas are they neglecting or under developing?

Sustainability and transparency measures on a wider scale.

Although Oh Polly has demonstrated their commit-

ment to improving in their sustainability measures,

as a brand within this market level, there is still significant room for improvement, with future plans not

yet being spoken or indicated by the brand. Last updated in 2024, the web page Good On You rates the

brand as not good enough, scoring them only a 1/5

on planet and 2/5 on people, with factors such as

carbon emissions and product circularity being rated

very poor. This is due to the lack of evidence the brand

provides on their meaningful actions towards reducing

water usage and reducing hazardous chemicals in their

manufacturing, along with their fast fashion business

model already being unsustainable. Overall, concluding

that despite their current attempts, they are yet to embody strategies that mark a significant change and be influential enough to decrease their environmental footprint as a whole With research by McKinsey & Company stating that over 60% of Generation Z and millennials are actually willing to spend more on sustainable products, this provides an opportunity for

Oh Polly to improve their rating but at the sacrifice of accessibility. Furthermore, while the brand prides itself on an ethical workforce, providing some documents to support their claims and commitments, a lot of this department is hidden. In past circumstances, the brand has faced controversy over the treatment of their employees, with Oh Polly being accused of poor working conditions when, in 2019, warehouse workers in Bromborough threatened to strike.

Controversy involvement

Oh Polly has found themselves in significant con-

troversy since the brands launch, damaging their

reputation in a variety of spaces and highlighting neglected or undeveloped areas. The pure lack of at-

tention to the decisions being made by the brand

has caused them hefty consequences, taken in the form of bad publicity, consumer complaints and even lawsuits. A notable area of neglect is the brand' s pre-

vious model casting, receiving criticisms of blackfish-

ing and false advertising in regard to models dress sizes. In 2019, in attempts to be more inclusive, the

brand set up a second Instagram account purely to feature their diverse models of di erent ethnicities

and sizes This received major backlash, with the

brand shortly closing down the account after com-

plaints of the initiative only being executed so that

Oh Polly’s regular aesthetic feed wasn ’t interrupted, at that time primarily consisting of thin, white mod-

els While the brand at first defended their decision,

they later apologised for a series of errors in judge-

ment. Although this was now six years ago, the brand

continues to receive backlash over their unrealistic

promotion of body types, with the latest controversy

taking place in 2024 over disagreements in regards

to mannequins. Showcasing their new £120. Aurora

Embellished mini dress on a dress strand, the brand

took to social media to share a series of images, cap-

turing the garment's silhouette and shaping details.

However, the mannequin chosen appeared to repre-

sent an extremely unrealistic body type, with eccen-

tric curves and a tiny waist, and consumers took to

social media to slam the brand for their decision and

contribution to unrealistic body types. Moreover, the

brand has been slammed by models and influencers

who have experienced a negative interaction with the

brand, American model Sofia Zamora being one of

the first to speak out in 2020, explaining her unkind

treatment while at photoshoots and the brand's re-

traction of payment she believed she was rightfully

owed. Finally, Oh Polly hasn ’t been shy of a lawsuit,

with both another fashion retailer and an influencer

taking legal action against them In. 2021, fashion

brand House of CB sued Oh Polly over claims of 91

stolen designs, in addition to the copying of their

marketing business model and social media This

case was ruled by the High Court in favour of House of CB The next lawsuit was taken by Love Island

2022 winner Ekin-Su, who was dropped from her £1 million contracted brand partnership after just six months after the brand found the partnership to be unsuccessful. After debates over finances, Ekin-Su announced her decisions to take legal action; however, more information on the outcome of this is not publicly available.

The last area that Oh Polly is under-developing is the incorporation of digital storytelling Being a brand that was founded through a charity, maintaining this commitment and exploring it on their website, they are yet to explore all possible opportunities of how they can combine the two. Wanting to maintain an aesthetically pleasing, influencer-focused digital appearance, I struggled to locate any content reflecting their work through the foundation on their social media platforms. I personally found that through labelling the foundation as the heart of the brand, I expected to witness more visual storytelling, connecting the brand to its roots as a way to connect more deeply to their audience, executing a substantial gap. In addition, with previous backlash in regard to sustainability and size inclusivity, Oh Polly could additionally use digital storytelling on their significant social media platforms to voice these important stands towards a greater societal change.

How can my personal brand fll the gap?

My personal brand can help to fill these important gaps for Oh Polly by stepping in where there ’ s a need for deeper, more transparent storytelling. With the brand already being controversial, receiving backlash on multiple accounts, it is in desperate need of a narrative that can increase brand reputation, connect to consumer demands and resonate with its audience beyond just aesthetics. After exploring their website, I can already indicate their attempts at damage control, with a hefty amount of information available that many other brands haven’t, including Peppermayo and Motel Rocks, covering areas from sustainability and gender pay gap to product design and charity work. My purpose can be to channel these initiatives into an informative, eye-catching way that is both accessible and meaningful to their target consumers through

social media. With Generation Z and young millennials holding strong values, they represent the evolving market needs that brands need to align with in order to remain competitive. By leveraging my skills in digital storytelling and content

creation, I can bring a fresh journalistic approach to the brand' s objectives, transforming the nar-

rative from solely trend-based to the promotion of meaningful discussions. For example, through

the creation of detailed campaigns, important messages can be promoted, such as the inclusion

of sustainable practices or adhering to inclusive

sizing and diverse representation. This approach will provide a more engaging and authentic con-

sumer experience while showing support for the

causes the brands consumers feel passionately towards. Furthermore, through integrating the brand' s commitment to growth with digital storytelling measures on social media, it will allow

consumers to understand the why behind the

garments that they purchase, encouraging in-

formed and responsible choices. It also provides

a further level of transparency for Oh Polly in terms of the causes that they stand by and the

clear, visually represented measures that they

are taking to reach their objectives. While adding detailed sections to the website shows written evidence, it is much harder for brands to fully embody these values, showcasing them within

a social media space that the brand has been

criticised for wanting to maintain aesthetically

pleasing. While these topics or charity work are

not always aesthetic, they are important and can

be represented in an innovative, unique way that

reflects the brand's personality, marking a sig-

nificant shift in the way that Oh Polly responds

to its vital part in social responsibility. Overall,

this vision ties into my integral mission to leave

a legacy

by redefining how bridge/fast fashion

communicates its story and values.

Narrowing it down...

Brand 1

Name: Peppermayo

Type: Bridge/fast fashion

Target Audience: Generation Z and young millennials

(18-35)

Unique Selling Points: Global reach, digital-first approach, trend-driven, influencer-focused, quick product turnaround, competitive pricing, agile trend responsiveness, and cultural relevance.

What’s missing?: Digital storytelling, size-inclusive measures, supply chain transparency, advanced digital engagement, and comprehensive sustainability strategies.

Brand 2

Name: Motel Rocks

Type: Bridge/fast fashion

Target Audience: Generation Z and young millennials

(16-30)

Unique Selling Points: Distinct brand aesthetic and narrative, rapid trend responsiveness, strong digital presence, community building, competitive pricing, global reach, and digital storytelling.

What’s missing?: Enhanced sustainability practices, supply chain transparency, size-inclusive measures, and support for important discussions.

Comparison: Peppermayo vs Motel Rocks

Price point

Peppermayo sits in the mid-range price bracket for a brand within its market level, with individual

garments typically ranging from £20-£80, reaching highs of around £130 Motel Rocks sits in a similar

price bracket, with a typical price bracket of £15 to £60, reaching highs of close to £200

Size Inclusivity

Peppermayos current size guide ranges from a UK size 4 to a 22 where as Motel Rocks’ spans from

a XXS (6) to XXL(18), making Peppermayo more inclusive in this department. However, both brands

do not currently o er separate collections specified to the fit of their products, whether this is petite, tall, plus or curve, marking an area of improvement for both brands to be more size inclusive.

Marketing strategy

Peppermayo excels at digital marketing with immersive social media approaches, influencer partnerships, and trend-driven product launches, resulting in engagement and quick customer reaction. In contrast, Motel Rocks focuses on its vintage-inspired design and cult following, preserving brand loyalty through continuous style rather than innovative technology improvements. While both brands effectively attract Generation Z's attention with their social-first approach, Peppermayo ' s agility in digital marketing provides it a competitive advantage in real-time trend adaptability; however, Motel Rock' s use of digital storytelling o ers an edge in terms of community building

Sustainability

While both brands have began to make some

changes in regards to sustainability, in areas such

as their packaging, a lot more development is needed from both brands equally to make a more significant change on a wider spectrum. Additionally, both brands lack transparency in regards to their

planned strategies to address the growing concern.

Innovation

Peppermayo's responsive product creation demonstrates innovation, with the brand  often releasing trend-driven collections that follow shifting fashion movements and consumer demands. Motel

Rocks, although successfully keeping its unique aesthetic, focuses on retro-inspired styles rather than pushing boundaries with new materials, technological advances, or design concepts. Therefore, Peppermayo ' s ability to experiment with bold designs and developing fashion trends distinguishes it as a more forward-thinking company, whereas Motel Rocks prioritises continuity above ongoing innovation

Consumer engagement

Peppermayo engages its audience with interactive strategies such as giveaways and influencer partnerships, which generate a strong feeling of community. However, Motel Rocks frequently gets higher levels of social media engagement due to its visually appealing content and trend-focused aesthetic This demonstrates a di erence in strategy, with Peppermayo emphasising engagement and brand interaction, whilst Motel Rocks focuses on organic reach and audience connection.

How can Peppermayo fll the gaps?

Digital Storytelling

al media, such as video documentaries, live broadcasts, and interactive content, could assist the brand in establishing a closer relationship with its customers, creating long-term loyalty and a more distinc

identity.

Size-Inclusive Measures

To close the size gap, Peppermayo can broaden its size range to accommodate a wider range of body shapes This would not only grow their customer base but also establish them as a company that promotes diversity and body positivity. Moreover, using varied models in their advertisements and emphasising diversity in their marketing language would meet current customer demand for brands that celebrate all di erent body types and encourage self-love.

Supply Chain Transparency

Transparency within the supply chain is becoming increasingly crucial for customers looking to make ethical purchase decisions. Peppermayo may improve in this area by providing more information about their supply ch

in, such as where their goods are manufactured, the materials used, and the ethical standards

monitoring systems that allow customers t

rstand

e

t of their purchases can also assist in building trust as well as demonstrating the brand's dedication to ethical business practices.

As digital engagement becomes increasingly important, Peppermayo may improve its online presence by embracing advanced technologies such as AI-driven product suggestions, augmented reality (AR) try-ons, and interactive shopping experiences. Furthermore, employing digital storytelling may also help to increase engagement by providing visually appealing yet educational content which resonates with the viewer.

Comprehensive

To address rising consumer demand for sustainability, Peppermayo can implement enhanced sustainability practices, such as employing eco-friendly materials, decreasing waste throughout manufacturing, and providing a more sustainable product lifetime. Additionally, transparently communicating these e orts through campaigns emphasising their commitment to sustainability could assist them in attracting environmentally mindful customers The brand could also consider introducing take-back programmes that allow customers to return unwanted garments for recycling, as well as o ering incentives for environmentally smart buying decisions

How can Motel Rocks fll the gaps?

Enhanced Sustainability Practices

Motel Rocks may enhance their sustainability strategies by using eco-friendly materials, decreasing waste, and incorpor

Supply Chain Transparency

A significant gap for Motel Rocks is supply chain transparency. To address this, the company could present more thorough information about its manufacturing methods, such as material sourcing and labour policies, to ensure that customers are aware of the ethical and environmental standards that underlie their purchases. Implementing traceability tools or certifications, such as Fair Trade or Global Organic Textile Standard, could boost customer confidence and align the brand with ethical consumption principles, which are becoming increasingly essential to consumers.

Size-Inclusive Measures

Many fashion brands currently struggle with size inclusion, and Motel Rocks could fill this gap by increasing its size range and creating more specific fit options to accommodate a wider range of body shapes and sizes. Catering to this more diverse range of sizes would help ensure that all consumers feel included and represented within the brand's community. Furthermore, by using a varied variety of models in campaigns and product promotions, the brand can reinforce its commitment to inclusion while also empowering customers of all sizes to purchase with confidence.

Support for Important Discussions

Motel Rocks could act as a platform for advocacy and social awareness on issues such as mental health, body acceptance, and gender equality This could be achieved by incorporating important campaigns into their collections, engaging with celebrities or activists that support these causes, or generating material that provides significant dialogue about social challenges. Promoting these principles through social media and advertisements will not only appeal to Generation Z and millennial consumers but would also help Motel Rocks identify itself as a brand concerned with its influence beyond fashion

Advanced Digital Engagement

Motel Rocks can employ more modern digital technologies, such as AR for virtual try-ons, which let customers preview how items will fit and appear on their bodies without having to visit a store. Furthermore, installing AI-powered chatbots for personalised shopping help or data analytics to provide tailored product suggestions might dramatically improve the user experience. Furthermore, Motel Rocks may strengthen their audience relationships and increase brand engagement by expanding their social media strategy to include interactive content such as live streaming, polls, and virtual events, while collaborating with influencers on digital platforms, presenting exclusive online collections, or hosting digital fashion shows might all help the brand' s digital presence and connect more successfully with tech-savvy, younger consumers.