Brand Me: Component 2

BRAND ME Component 2

Thea Whalley

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.

What do I love?

When reflecting on what excites me the most about my work, I think that it is difficult 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 different 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 efficiency 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 effective 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 effective 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 efficiently 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 within 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 consumer 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 becoming 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 audiences to buy the products that they have linked. While this was a good idea to begin with and drew in lots of traffic, it has become so overused 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 popularity in recent times due to their creative and unique marketing methods being effective with their target audiences, proving the importance of this innovative thinking in achieving successful 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 journalism, particularly focusing on the brands within this market level. Magazine articles are a statement 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 afford. 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 engaging 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 detail to successfully complete projects while staying ahead of emerging trends. I plan to work in roles surrounding social media management and digital marketing, where I can develop and implement strategies to amplify a company's voice across digital channels. With social media being a prominent

interest of mine, I would like to be situated primarily 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 myself 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?

To determine what I could get paid for, I must understand the value of my strengths and skills and their demand within the industry, recognising how these aspects overall make a valuable employee within my desired market. Reflecting on these strengths, industry needs experts who can combine precise organisation, clear communication, imaginative 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 crucial. My dedication to organisation and my attention to detail will ensure that every project I manage is thoroughly planned and performed, leaving nothing to chance and ensuring that quality is never sacrificed. This level of accuracy is critical in circumstances where deadlines are short and mistakes can be expensive. Furthermore, my strong com-

munication skills, both verbal and written, allow for easy cooperation across teams and with audiences. Whether it's through effective 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 efficiently. 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 unexpected 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 industry that emphasises innovation, resilience, and creativity, my constant effort to achieve excellence and continuous learning not only feeds my personal

achievement but will also add to a company’s total 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 opportunities for employment that are valuable and in demand, specifically within my chosen market level 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 mentioned in 'what does the world need,' is the incorporation of fashion journalism within social media platforms. Combining my skill sets and incorporating my passions into a new innovative space for promotion. Brands within this sector are constantly on the lookout for fresh new perspectives and creative, unique ways to enhance their social media marketing, 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 that my next project will be at an even higher standard. With my work'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 offers 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 efficiency. 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 difficulties 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 affect 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 generations, 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 values, 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 expectations 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 offer 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 fill that space?

There is a massive shortage of honest, insightful 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-focused material, the narrative frequently lacks substance, 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 offering 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

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 affordable 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 purchases, 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 Peppermayo had established its office 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 producing 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 compared to ultra fast fashion brands. Known for their trend-driven, youthful aesthetic, offering boho, festival fashion, streetwear and casual styles, with their clothing and swimwear being inspired by the Australian sunshine, Peppermayo’s main target demographic is young women, currently marketing towards Generation Z and young Millennials, with their main consumer base being women aged 1624. Targeting this demographic of consumers means that they are very social media focused, designing their garments to create ‘Instagrammable outfits’ and using these digital platforms as well as influencer collaborations 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 Europe, launching Peppermayo UK Ltd just last year to ensure that UK consumers can purchase from the brand with VAT included.

Consumer Profile

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 affordability and trendiness over longterm 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 micro-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 brand hosted their own 10-day advent labelled “It's Giving”, giving all consumers freebies, a percentage off or an opportunity to win a substantial amount off their order if they found the hidden codes on their website as a part of a scavenger hunt.

What are they doing successfully?

Social media, Influencers, 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 effective marketing and promoting of new collections. Their use of influencers and celebrities as a part of their marketing strategy has proved to be very effective, utilising PR events on an almost monthly basis to generate traffic 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 offerings, 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 crossborder 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 offering 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 efforts, 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 are 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 efforts, they have yet to demonstrate a wider picture of their comprehensive measures 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 Peppermayo, I noticed a severe lack of transparency in their supply chain, with the brand offering 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 commitment 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 targeting 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 efforts 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 efforts, 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 research and having placed orders myself personally is their lack of attention to different 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 other people will have also experienced, leaving a massive potential gap to be developed.

How can my personal brand fill 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-thescenes 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 differentiate 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 fashion 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 United 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 gradually 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, keeping them unique and interesting within their market. Motel Rocks operates within a bridge/

Age: 16-30

fast fashion market, offering on-trend stylish fashion at more affordable price points. Moreover, their main target demographic is primarily Generation Z and young millennials who seek a more retro, edgy look while remaining feminine, with their 90s and Y2K-inspired designs and silhouettes reflecting this trend of consumers. In terms of their reach, the brand is an international name, offering their consumers worldwide shipping and gaining presence 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 online 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 Profile

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 affordability and trendiness over longterm 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 capturing nostalgia from a period of time along with incorporating modern takes offers 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, Motel's ability to interlock this with their authentic origin 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 storytelling 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, making it a very successful techni

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 offer their garments at inexpensive, accessible price points. Utilising this model also allows for rapid adjustments in accordance with market changes and the ability to quickly interpret rising trends both into new collections and in the digital space, ensuring that the brand remains relevant 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 offering to meet consumer demand.

Social media, influencer partnerships, digital campaigns and UGC content

Motel Rocks has gained a sturdy online presence, holding 1.8 million followers on Instagram and a further 906.8K on TikTok. The brand has leveraged these platforms to showcase their unique and vintage-inspired aesthetic, frequently updating their feed with eye-catching content and creative digital campaign imagery, building an engaged online community. Using social media features such as polls to create interactive 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 community. 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 engagement, 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 excitement around new releases and developing trust. Furthermore, the brand have been very effective with their embodiment of influencer partnerships as a marketing technique, working with a range of influencers from micro levels to celebrity statuses, all of whom embody the nostalgic, feminine, edgy style that the brand holds. With names such as Haley Bieber, 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 effectively targets various areas of its intended audience while maintaining an authentic brand message that stays true to its founded identity. Finally, the brand uses their social media platforms to create strong visual storytelling, producing content that reflects its cohesive aesthetic themes, with their retro-inspired imagery linking back to their appealing brand identity that resonates with consumers, ensuring 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 sustainability 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 Motel’s supply chain, including areas such as ethical labour practices, 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 diversity 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 appealing and relevant they must further develop this area, with consumers not only wanting to obtain trendy designs but also see a wide representation of different body types and identities. This is demonstrated through research that indicates that consumers are actually more likely to support brands that reflect their own diverse experiences and that utilising inclusive marketing strategies can significantly improve sales and brand loyalty, discovered in studies by McKinsey & Company. Upon my research 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 petite, plus, tall and curve. Having a one-size-fits-all approach isn’t realistic and means that their offerings 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 suffer in terms of the gar-

ments length as it would be impossible for a correct fit across both. Tackling this area of improvement could ensure that the brand is accessible to all consumers, appealing to a broad modern audience 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 models 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 difficult 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 fill 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 offers 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-thescenes 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 market demand but will also establish a new standard for ethical production, placing Motel Rock’s at the forefront of this movement overall, tying directly 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 offerings 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, further 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 luxury collections. Known for their trend-driven, wide range of women’s clothing, the brand has grown on an international scale, having offices in Liver-

Age: 16-34

pool, Glasgow, Los Angeles, Guangzhou and Dhaka and an employee amount of 1850. This international 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, being trend-focused, they constantly adapt to shifts within the fashion space, covering all areas from swimwear to loungewear. The brand further expanded its fashion offerings 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 Profile

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 affordability and trendiness over longterm sustainability.

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

Social media growth, influencer 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 representation of the brand. Holding a massive combined following 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 interest 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 different 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.

What are they doing successfully?

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 founded 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, demonstrating that as Oh Polly continues to grow, so will the level of support that this foundation is able to offer. So far the Brannerson Foundation runs an expense-free English language school that additionally offers 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 different 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 process, the brand's two main factors were actually set up by its co-founders, guaranteeing that Oh Polly remains in control over both employee safety and the quality of their garments. To add to their design processing, the brand has incorporated individual categories for different body types, creating a brand that caters to a wide range of consumers. The 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 efforts, detailed within its own section of the website, they have begun many projects and hold future plans within this space. For example, they have stated that they are committed to a healthier and happier 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 began 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 sustainability 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 financial 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-effective 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 date.

What areas are they neglecting or under developing?

Sustainability and transparency measures on a wider scale.

Although Oh Polly has demonstrated their commitment 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 controversy since the brands launch, damaging their reputation in a variety of spaces and highlighting neglected or undeveloped areas. The pure lack of attention 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 previous model casting, receiving criticisms of blackfishing 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 different ethnicities and sizes. This received major backlash, with the brand shortly closing down the account after complaints 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 models. While the brand at first defended their decision, they later apologised for a series of errors in judgement. 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 represent an extremely unrealistic body type, with eccentric 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 retraction 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.

Digital Storytelling

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 fill 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 narrative 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 consumer 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 informed 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 significant 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 offer 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 offers 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 difference in strategy, with Peppermayo emphasising engagement and brand interaction, whilst Motel Rocks focuses on organic reach and audience connection.

How can Peppermayo fill the gaps?

Digital Storytelling

Peppermayo may improve its digital storytelling by creating more immersive and authentic material that engages its audience on a more emotional level. This could involve behind-the-scenes perspectives of the design process, posts about the designers or influencers that they work with, or in-depth explorations of the inspirations for collections. It could also involve delving deeper into important topics or movements that the brand supports. Generating this storytelling in multiple digital 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 distinct brand 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 different 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 chain, such as where their goods are manufactured, the materials used, and the ethical standards followed. Implementing certifications and monitoring systems that allow customers to understand the impact of their purchases can also assist in building trust as well as demonstrating the brand's dedication to ethical business practices.

Advanced Digital Engagement

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 Sustainability Strategies

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 efforts 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 offering incentives for environmentally smart buying decisions.

How can Motel Rocks fill the gaps?

Enhanced Sustainability Practices

Motel Rocks may enhance their sustainability strategies by using eco-friendly materials, decreasing waste, and incorporating recycled textiles into its collections. The company might also take a more open approach to production procedures, such as creating circular fashion models or providing upcycling initiatives. By embracing these sustainability measures, Motel Rocks could not only attract environmentally aware customers but additionally position itself as a market leader, with an increasing demand for sustainable fashion options within this sector.

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.

Reflection & Discussion

What have I learned about market gaps in fashion?

Through my research, I've learnt that market gaps in fashion are frequently caused by unmet consumer demands, evolving cultural attitudes, and industry-wide inefficiencies. Many brands, especially in the fast fashion and bridge sectors, struggle with finding a balance between trend-driven appeal, long-term sustainability, ethical supply chains, and genuine inclusiveness. Consumers are increasingly looking for transparency in manufacturing processes, environmentally conscious efforts, and brands that genuinely reflect varied body shapes, ethnicities, and identities; however, many brands fall short in these areas. Furthermore, while digital engagement is an important driver of success, some brands prioritise short-term trend cycles above long-term community development and brand loyalty. There is also an increasing need for fashion brands to communicate significant concepts beyond just aesthetics, employing storytelling to engage with their customers on a more profound level. These gaps indicate an opportunity for brands to effortlessly blend ethical responsibilities with trend-conscious design, develop an engaged and loyal audience, and establish a brand identity that aligns with younger customers' shifting beliefs.

How can brands stay competitive in a fast changing industry?

Brands can remain successful in a rapidly changing fashion industry by prioritising agility, innovation, and customer engagement. Staying ahead of trends requires using real-time data analytics and AI-driven insight as well as listening to audience feedback to forecast and adapt to new trends rapidly. Furthermore, sustainable and ethical practices are also becoming important distinguishing characteristics, with consumers beginning to choose brands that show transparency in their supply chains, employ eco-friendly practices, and adhere to responsible manufacturing processes. In addition, brands must build strong online communities which involve interesting content, dynamic social media tactics, and effortless e-commerce experiences. Partnerships with influencers and the use of UGC creators may increase reach and build trust with target audiences, while immersive technologies such as VR can improve the purchasing experience. Finally, developing a loyal community through authentic storytelling, inclusive marketing, and persistent brand values ensures long-term consumer engagement beyond short-lived trend cycles, with overall brands that combine flexibility with purpose-driven initiatives being most likely to succeed in an ever-changing industry.

How do consumer demands influence fashion trends?

Consumer demands have a significant effect on fashion trends as they shape how fashion brands create, produce, and promote, with the industry's trends changing in accordance with customer principles. For example, in the past few years, there has been an increase in demand for sustainability, resulting in the growth of eco-friendly fashion, with brands emphasising the use of organic materials, recycled textiles, and ethical manufacturing techniques. The drive for diversity and inclusiveness has also influenced trends regarding sizing representation, resulting in a wider variety of sizes available and more varied models included in marketing campaigns. Overall generating an effect where consumer demands dictate the rise and fall of fashion trends as they continue to push for societal, cultural and environmental changes. Furthermore, with the growth of social media, particularly platforms such as Instagram and TikTok, consumers have a more immediate effect on the exposure and success of trends. Influencers, celebrities, and ordinary consumers may swiftly popularise new designs, causing trends to grow and collapse in real time. Fast fashion brands, in particular, pay careful attention to these consumer-driven trends, altering their collections to meet demand for the most recent designs.

Market Research

Overview

For this project, I wanted to complete some market research to improve my understanding of my focused market level as well as to observe the culture in a fashion capital and recognise the change in style compared to the small town that I am used to. For my research I headed on a day trip to London, and with limited time to collect my knowledge, I decided to explore areas close to my hotel, which were the most accessible option with my time frame: Covent Garden and Seven Dials. It also happened to be an area full of shops that are my focus, covering fast fashion, bridge brands and high street labels along with a number of unique independent fashion businesses, with a lot of those interestingly being Japanese owned.

North vs South

While in London, a primary focus of mine was to just observe the fashion space, take notice of what people were wearing and create a comparison between the north and the south in terms of style. The north-south divide is massive in various areas, and I knew from a recent project that the principle also applied to fashion, so it was incredibly interesting to witness this for myself. The main thing that I noticed was individual expression; reflecting on the north, where fashion remains fairly uniform, I experienced an entirely different atmosphere in the capital, with various styles, many bold colours and a sense of freedom with no judgement. I additionally noticed a more polished approach to fashion, with everyone making an effort to look good. Whether this massively stood out or not, I noticed that people had more pride in their appearance, something that you wouldn’t necessarily always see in the north. With loungewear or tracksuit attire not being evident. A popular clothing item that I did see, however, was trench coats, with this being an extremely worn staple, something that people definitely wear in the north, although it isn’t seen as much outside of cities.

Markets

While exploring Covent Garden, I came across a range of different markets, which was really interesting given one of my chosen brands, Motel Rocks, actually began selling on London market stalls. I really enjoyed witnessing the cultural atmosphere and appreciating the skill and creativity that went into making the hidden gems on sale, recognising the unique product offerings that you wouldn’t be able to just purchase in any store. It was additionally so interesting to view how a large, popular fashion brand once began, and I’m sure many others did, with the potential that one of the small, independent stands that I saw could also develop at the same magnitude in the future. This overall really allows me to gain an appreciation for the brand and further connect to their brand origin and narrative that they consume through their marketing and design, which will massively aid my guidance moving forward with this project.

Conclusion

To conclude, my market research trip to London was very successful, with me developing lots of new insight and knowledge that will further assist me with my project as well as experiencing an opportunity that has allowed me to step outside of my comfort zone and improve key skills that I have been trying to target.

Networking Event

While in London, I went to a music event with my dad for his work in Hackney, just northeast of the city centre. It was an open studios networking event for the London recording studio Noatune, with attendees ranging from business owners within the music industry like my dad to artists, producers and suppliers. I decided to also attend this event despite it being focused outside of my industry to improve my networking and communication skills. With my dad being massively extroverted and a good spokesperson, I wanted to witness this for myself and see if I could improve my abilities, as I mentioned my goal was in component 1. I think that the event massively helped me to improve my confidence and almost forced me to speak to people that I never would have done otherwise, hearing some interesting stories and pushing myself outside of my comfort zone. In addition to improving my skills and confidence, I also wanted to use this event as an opportunity to observe the fashion that other attendees were wearing. Given the nature of the event, I was unsure of what to expect in terms of the style, especially after witnessing the fashion scene through the city centre in the daytime. I have to say that it was a lot more laid back than I would have envisioned, with people dressing fairly casually but also utilising the freedom of expression and perhaps wearing some interesting combinations that you wouldn’t see on a regular day in the north. With trench coats again being a popular staple, along with maxi skirts, baggy clothing, texture varieties and lots of layering.

The concept

My idea aims to close a significant gap for Peppermayo in terms of their digital storytelling, increasing engagement and connection to brand identity. To bridge this gap, I will be taking inspiration from the researched brand Motel Rocks, which embodies strong storytelling abilities and maintains a smooth aesthetic, all relating back to their brand origin and identity, an American road trip in the 90s. The campaign that I will be portraying is a modern-day Australian road trip, the founding country to Peppermayo, with the hopes of reconnecting the brand back to their origin along with creating an eye-catching, immersive narrative for consumers. With Motel Rocks being heavily influenced by a vintage aesthetic, Peppermayo demonstrates the opposite, being highly trend-driven, social media-focused and influencer-led; therefore, the road trip will be modernised. Furthermore, while the brands ‘Tour Down Under’ influencer PR trip could have potentially been an attempt to reconnect with brand heritage, in my opinion it provided no substance apart from appearing as another influencer-involved event. With no featured collec-

tions, exploration of the wider country or a story behind the trip, it wasn’t very engaging or realistic with travel by private jets, fancy dinners and being highly focused on the concerts attended. I want the premise behind my campaign to be real, raw and authentic, capturing the true nature of a road trip around Australia in a creative, digital fashion. I additionally want this campaign to be interactive with the consumer through the release of collections that correspond, with the hopes of creating a buzz and allowing the consumer to connect to the brand on a more meaningful level. The premise of the campaign will be to select a number of locations across Australia, each having their own labelled collection and campaign imagery, to capture a true feeling of travel and exploration, with, of course, Sydney, the brand's founded location, being included. This will offer an entirely new concept for the brand and one that aims to exploit its storytelling potential to the maximum, creating a new direction that will guide authenticity and set it apart from its competitors, promoting brand loyalty in a massively competitive market.

Why is solidifying a brand identity and relating back to brand origin important?

Fashion brands must establish a strong brand identity that is based on an enticing origin narrative in order to connect with customers and increase engagement. In an oversaturated market, a brand's narrative helps it stand out by building authenticity and emotional connection with its target audience. Today's consumers, particularly Generation Z and Millennials, prioritise values such as sustainability, inclusion, and openness, making it critical for brands to effectively convey their purpose. By adhering to these principles and keeping a consistent story across digital channels, brands can build trust, drive brand loyalty, and convert consumers into enthusiastic supporters. Additionally, a well-defined identity also improves perceived value, increasing customer engagement and investment in the brand.

Western Glow

Wild Outback Bondi Bliss

Urban Horizon

The collections

For this campaign, I want to cover as many areas of Australia as possible to really capture the essence of road trips and travel. I originally began researching different areas of the country, with the intention of wanting to use exact locations to represent the stops on the road trip that would form the collection part of this campaign. However, I soon realised that it would be impossible to include every unique area without massively overcrowding the campaign, with my initial thoughts being to incorporate four locations. I finally land-

ed on grouping the locations by style to create collections representing various aspects of Australian culture, climate, and fashion. Sticking to the number four , and after lots of brainstorming for different names, the names of the categories featured within Peppermayo's Australian road trip are Bondi Bliss, Western Glow, Urban Horizon, and Wild Outback. Through these labels I hope to capture the road trip aesthetic of travelling through not only the different locations but additionally representing them through fashion.

Stop 2 Wild Outback

The Wild Outback collection will focus on the raw, untamed beauty of the Australian outback, where vast desert landscapes, rugged terrain and a remote environment create an adventurous rustic aesthetic. The mood that I want to capture in this collection is raw, wild and free-spirited as well as authentic and soulful, embodying a feeling of escapism as well as the untamed energy of Australia's heartland that is usually described as a harsh yet beautiful climate. This location tells a story of wanderlust and resilience, exploring the deep connection between people and the land and withholding a rich indigenous heritage. As the outback is sparsely populated, with it being inhospitable for the majority, this will allow me to style the collection to the environment, taking inspiration directly from the climate and the aesthetic that I want to create from a traveller's point of view, as opposed to current trends in the location. In terms of the garments specifically, the collection will embrace earthy tones and different textures, with a hint of bohemian influences, all capturing a minimalistic style. I would additionally like to relate the style back to Australian festival fashion, making the collection wearable for both adventure and social events and allowing it to connect further with its international audience. Overall, Wild Outback will represent the self-expression of fashion in a raw, unfiltered way, capturing an essence of freedom and self-discovery, encouraging consumers to embrace the wild within.

Stop 3 Bondi Bliss

The Bondi Bliss collection is a love letter to Australia's iconic coastal lifestyle, beach culture and effortless summer style. Taking inspiration from the stunning east coast, this collection will embody the relaxed yet vibrant energy of Australia's famous shorelines, from the golden sands of Bondi Beach, Sydney, to the laid-back surf vibes of Byron Bay and the Sunshine Coast. With this location being the most populated area of Australia, I want Bondi Bliss not only to reflect the physical environment and climate but additionally the fashion culture and trends. With this, I want the collection to represent a lifestyle, an aesthetic that consumers will want to be a part of or aspire to, with the muse for this collection being the Bondi Girl. She’s on trend, confident, adventurous and effortlessly cool, embracing a beach-to-bar aesthetic that combines a relaxed yet fashion-forward style with a touch of glamour. Creating outfits that are perfect whether you're going to the beach, getting smoothie bowls at brunch or having cocktails at sunset. The colour palette will reflect the coast's atmosphere, with the inclusion of sandy neutrals, ocean blues, seafood greens, delicate patterns and other soft tones and pastel shades. Silhouettes and textures will additionally reflect the coast's climate, as well as the effortless attitude being represented. Finally, maintaining the idea of a lifestyle and wanting to adhere to area trends, I'd like to include the wellness and self-care culture found in areas such as Sydney and Byron Bay into the Bondi Bliss collection, whether this is through sporty details or simply aesthetics, in order to solidify a strong representation of this section of the road trip.

Stop 4 Urban Horizon

The Urban Horizon collection will focus on Australia's dynamic cityscapes,where culture meets modernity and street style is constantly evolving. Unlike the other collections, this collection will embody the edgy, fashion-forward energy of urban living, taking its influences from the counties most populated metropolises on the east coast, such as Melbourne, Brisbane and Sydney. Cities that are not only hubs for culture and creativity but are additionally epicentres of trend-driven fashion styles, nightlife, art and music. Urban Horizon will have a strong focus on contemporary styles, locating a balance between work and play and targeting the modern, fashion-conscious consumer who swiftly navigates corporate life with the city night environment, cementing the appearance of a lifestyle being represented. The colour palette for this collection takes a different direction, with the featuring of moody neutrals, bold statement shades and more sophisticated earthy tones. Urban Horizon will additionally encourage individuality, with cities being a diverse environment for creative expression; this collection will offer pieces that allow the consumer to locate their own personal identity with versatile garments that can be styled in a variety of ways. This versatility will additionally allow for the garments to blend into any given city activity, being both functional and practical while remaining stylish, trendy and innovative.

What could boost the campaigns success?

Interactive experiences: UGC & Pop-up shops

The inclusion of interactive experiences is crucial for the campaign's success, as the gap is being targeted, and the sole purpose is to enhance storytelling, establish a community and generate a strong brand narrative that consumers can connect to. With Peppermayo being extremely social-first, replying on these platforms for the large majority of their promotion, the encouragement of UGC for this campaign can not only motivate this marketing method but additionally foster the feeling of community that is intended among consumers. Such an effect can be achieved through a branded hashtag relating to the campaign, such as #PMroadtrip, that can be promoted on social media, pushing consumers to additionally use it when posting pictures in items from the campaign. Expressing how the consumer could be reposted by the brand on social media or win a prize is another way to motivate this, as shown

by their hashtag #PMgirl. Furthermore, another interactive experience that the brand could adopt for this campaign is pop-up shops, allowing the brand to speak to the consumers directly and generate more hype. The brand has previously demonstrated this method, which presents an excellent opportunity to leverage their strengths in promoting this unique storytelling campaign. For example, the pop-up shops could either take place in each of the corresponding locations to the collections in Australia or be focused in international regions, with the premise being to encourage consumers to travel to Australia. As previously mentioned, Australia is a very popular gap year travel destination for students, especially in the UK, so targeting these consumers directly who are additionally already within the brand's target market in terms of age demographics could be a strong direction to take.

Themed giveaway

Another method to boost the campaign's success and relate back to the campaign's purpose of connecting back to their heritage and building a narrative is hosting a giveaway. Giveaways are an area where Peppermayo already holds significant strength, hosting them on a very regular basis and becoming a factor that the brand is recognised for. Moreover, it is important that this campaign remains true to its intention and doesn’t blend into the same category as other collections, standing out as an authentic reconnection with brand origin and establishment of brand identity that consumers can connect to and want to buy into. Therefore, both the strengths and the goals can be combined to host a giveaway for international consumers surrounding the campaign, with, for example, the prize being 2 plane tickets to any part of Australia's rich culture and stunning scenery so that lucky consumers can participate in the Peppermayo road trip for themselves or simply just explore an area of the country's rich culture and stunning scenery. This method can additionally connect to UGC, with content posted with the hashtag #Peppermayoroadtrip being the key to entering the giveaway, opening the brand up to a variety of promotion that will not only aid in international growth but will additionally begin building the storytelling-based community as a result.

Higher levels of engagement

giveaways

to other posts

Corresponding to wider consumer demands

After acknowledging through my research the variety of gaps still being unaddressed by Peppermayo, this campaign gives me the freedom to integrate some wider societal problems and strong consumer demands within this market. Sustainability is a huge demand from consumers who are looking at brands, particularly in this market level, to embody more environmentally friendly practices. This is a factor that can be considered through this collection, perhaps through the utilisation of locally and sustainably sourced materials or expressing how the garments are Australian-made, which will not only be better for the environment but also directly link back to the campaign narrative. Further-

more, to improve supply chain transparency, behind-the-scenes footage and insider content on the creation of this campaign can create reassurance among consumers and build trust in the community that consumers are buying into. Finally, to acknowledge consumer demands regarding size inclusivity and to invest in the creation of a community that is accessible for everyone, Peppermayo can offer extended sizing for items within the campaign covering a wider array of body types. To tap into a currently untouched area, the brand could even add some body-specific garments, whether this is catering to petite or tall, to ensure that the campaign can be loved and styled by all consumers.

Working with Australian artists

The premise of this campaign is to connect Peppermayo back to its origin, being an Australian-founded brand. I therefore feel that there is a need for a deeper link back to this purpose within the campaign to not only increase success but also build authenticity and make the campaign more meaningful. As previously explored, the band have expressed their intention to work with local Australian artists this year; this is a factor that could be perfectly integrated into this campaign. Selecting different Australian artists or fashion designers whose work will be displayed within the clothing designs in the collection is most appropriate, creating clothing that not only matches the theme and is on trend but also that links directly back to the true heritage and culture of each stop on the road trip. This also creates a perfect journalistic opportunity, where the artists can tell their own story and Australia’s influence on their own work. This will create a really genuine backstory to each collection, where each stop can be highlighted by a real-life individual from that exact area, helping consumers connect to the brand and its heritage on a much deeper level.

AI generation

To end this journal, I wanted to experiment with different potential outcomes and ideas of what my idea could look like visually. To do this I have used AI image generation, playing with different descriptive fonts to see what the software portrayed as a result and to see if this matches the visual that I had been imagining. I have displayed a collection of imagery that I have archived, which I feel does capture the essence of my idea.

I want this campaign to really embody the lifestyle of travelling Australia. Creating a gap year aesthetic and a vibe of friendship, freedom and adventure.

Conclusion

In conclusion, through this component I have followed a journey from my thoughts and desires to a sturdy idea that I can take forward. Reflecting on my feelings and qualities allowed me to gain a valuable understanding of my chosen direction, guiding me into my research where I have gained important knowledge on the selected brands that are the most appropriate for my personal brand. Furthermore, this in-depth research and exploration has widened my perspectives to the large gaps still present within the market level as well as the demands from target consumers that brands are neglecting, allowing me to identify my chosen gap and work towards a solution to resolve it. I think that I picked the perfect brands to look into, as it allowed me to narrow down my interests even further. For example, I discovered that brands such as Oh Polly, which heavily use damage control and face intense amounts of controversy, aren’t the direction for me. Despite finding this interesting, it wasn’t a brand that I wanted to move forward with, with my main attention lying with Peppermayo and Motel Rocks, which are more underdeveloped areas rather than making harmful decisions that create a bad reputation. Additionally, I am glad that I chose 2 brands with opposite strengths, as this really allowed me to create a solid comparison and discover how a strength from one brand could inspire a solution to fill a significant gap for the other, as I eventually used Motel Rocks-inspired storytelling to assist Peppermayo. As a result of this research, I am pleased with the focused solution that I have created and the direction that I have taken with this project, being assured that my campaign idea poses as a perfect solution to fill a vital gap for Peppermayo. Taking an entirely new approach for the brand while still incorporating some of their noticeable strengths and expressed intended plans that I have put to action. I am overall very excited to bring my idea to life, being in an extremely strong position to move forward into component 3 and conclude this project with my final visuals.

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