Creative Work
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Creative Work -
For my fashion forecasting class, we had a semester long project to develop a theme for either womens-wear or mens-wear that we predict will be trending in spring 2024. Our theme reflected on traditional femininity becoming more popular in menswear and how it is already being seen in todays fashion and it will be even more prominent in 2024. This is a video that I created using Adobe Rush. The task was to create a video that showed our theme without using any “fashion” clips. All of these clips were found using Videvo, a free stock video footage site and the music was a classical piece I downloaded and overlaid.
Our project was judged by a panel that works for the company Fashion Snoops, a trend forecasting company. One of the judges commented on the video saying that it looked like a video their company would have produced!
In “computers for fashion” we learned how to use adobe photoshop to trace objects in images and turn them into patterns. We then had to trace clothing items from images and place the pattern onto the clothing. Our theme had to revolve around a certain country and I chose India as mine. I used vibrant colors that are often seen in traditional Indian clothing and traced images such as hands, a lotus flower and a lady dancing and turned them into a pattern.
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Written Work
- Written Work
For our final project in Fashion branding, we analyzed the brand Guess and created a new branding strategy that we believed would improve their company’s image. We did a lot of research on the companys values, branding and history. We decided that we didn’t want to rebrand the company too much and harm the brand recall. Instead we believe that Guess should target a secondary market of younger consumers that view the brand aspirationally. That would be consumers who can not afford their products but have a desire to. We believed the brand should stay true to their identity while incorporating more french/luxury traits.
Fashion advertisement featuring three young models, two women and one man, wearing denim outfits in front of a mountainous landscape with buildings at the base.
A split image with a black background and white text on the left side, and two smiling older men sitting on a bench on the right side, one pointing towards the other.
A black-and-white photo of four young people walking outdoors in denim clothing, smiling and interacting affectionately, with a red background overlay. The Guess logo is in the bottom left corner. The text asks 'Who is the Brand?' and describes Guess as a 'Ruler' archetype because of their innovative take on denim, command spirit, and higher-end appeal.
A woman with long red hair, wearing a denim jacket with a fur collar, a black lace crop top, and denim shorts, posing on a beach with rocks and the ocean in the background.
Presentation slide titled 'Key Assets' with three sections. The first shows the Guess logo with the phrase 'Logo and font,' describing brand features. The second depicts a color palette of black, beige, white, red, and grey labeled with Pantone codes. The third displays a black and white photograph of a woman with the Guess logo and text about black and white photography's use in branding.
Infographic explaining GUESS brand customer engagement through social media and product retailing. It shows a phone screen with GUESS's Instagram profile, and images of clothing, shoes, handbags, and models.
A presentation slide with the title 'Demographic & Psychographic Overview' in large red text. It features a photo of two women dressed fashionably, one standing and one sitting on a furry stool, with a geometric patterned background. To the right, there is a photo of a man in a black leather jacket against a cloudy sky. The slide text discusses customer interests in fashion, entertainment, digital media, retail trends, beauty, and travel, and mentions their age range, income, and brand loyalty.
A black and white photo of two young women standing outdoors beside a vintage car. They are smiling and posing energetically. The background shows an open sky and some distant mountains.
Profile card for Megan, a 27-year-old woman. Contains a photo of Megan shopping for clothes, with a description indicating she is a fashion lover, single, and enjoys spending her disposable income on clothes, accessories, and social outings.
A retail store named 'GUESS' with mannequins and clothing displays inside, viewed through a large glass storefront.
A hand holding a Guess handbag with a scenic coastal background and the text 'GUESS, inc Rebrand' on the left side of the image.
PowerPoint slide titled 'KEY Objectives' with three columns of text on a red background, featuring a photo of a young woman with long, wavy hair in denim clothing on the left side.
Slide titled "Key Assets" with black background and white text, showing an example of a fashion brand's webpage, including a Guess logo, models, and handbags.
Slide presentation with the title 'The Rebrand'. The left side contains text about brand narrative and promise, and the right side shows a group of women wearing denim jackets and jeans standing outdoors against a clear blue sky.
Two models, one female with red hair and one male with dark hair, sit on a white couch next to a table with a leopard print handbag, sunglasses, and small potted plants. The background is a white wall and a window.
Collage of four images featuring the Guess brand's denim apparel, social media posts, and young models. The collage highlights the brand's marketing, influencer content, and a promotional call to action for the #InMyDenim challenge.
Display of various pairs of jeans hanging on a rack at a clothing store.
Our project was chosen by a board of judges to be featured at the VCU School of Arts Fashion Exhibition in 2022. The image to the right shows my project partner and I at the exhibition.
One of my favorite classes from my undergraduate program was retail simulation where we learned how to calculate and fill out a 6 month plan. We then had to give an explanation for why we chose our sales, BOM and markdowns for each month. I really enjoyed using excel and creating this spreadsheets.
For entrepreneurship, another course taken for my undergraduate program, our assignment was to create a brand and a business plan that we would present to an “investor”. My group created a seaglass jewelry company called “Sea Clear”, as sea glass jewelry company. On the left is the fake website I made and on the right is a link to our business plan.