About Me
Hi, I’m Andrea, a Fashion Marketing graduate from University of Leeds
I am from Norway, and have had an interest in fashion, marketing and communication since I was young. I am passionate about sustainability and social issues too. Moving to the UK was founded in a desire for broad experience and possibilities. Throughout my time at uni I have become more passionate about strategy, consumer behaviour and CSR issues.
Now as a new graduate having worked on trend projects, branding, and marketing & comms projects during my degree, I am to continue learning always. University has taught me how important it is to stay aware of societal and cultural developments, so that this can be effectively utilised in strategy and communications. I am proud to have honed my skills for research, strategic thinking, design & creativity, and writing. Now I want to further develop my passion for strategy and CSR issues by looking for work where I can use my skillset and develop further, or by doing a relevant masters degree.
INSPIRATION
JÖRD is inspired by a gap between consumer expectations and accessibility of information today.
This project started with research into consumer trends, based on interest from last year into sustainable and ‘conscious’ fashion. Based on this I also chose to do my dissertation on consumer behaviour & expectations, more specifically on their definition of necessity. Much of the research is based on consumer trend reports from sources like BoF and McKinsey, Mintel, WGSN and topic specific sources on ethical consumption. A gap & opportunity to provide accessible information and motivate became clear.
The JÖRD platform with its app and web, but also physical presence eventually, solves this gap by focusing by accessible and credible sustainability and CSR information from the beginning. Brand partners will get access to consumers with clear intentions, and consumers will be motivated, educated and have convenient access to shop and research. With time JÖRD’s vision is to bring change to how the fashion industry operates, to be centred around sustainability, ethical values and transparency.
MY WORK
PORTFOLIOS
Major project JÖRD - exec. summary
Major project JÖRD - USP & definitions
Major project JÖRD – 7Ps introduction
Major project JÖRD – Product & price
Major project JÖRD - Brand assets
Major project JÖRD – Consumer profile
Major project JÖRD – Campaigns introduction
Major project JÖRD – IMC & strategy overview
Campaign 1 B2B launch - Drapers online ad
Campaign 1 B2B launch - LinkedIn & whitepaper
Campaign 2 B2C launch - SoMe advertising
Campaign 2 B2C launch - SEM & gifting
Campaign 3 OOH start - Transport links
Campaign 3 OOH start - Buses & electrical taxis
Campaign 3 paid content + Campaign 4 Pop-up
Campaign 4 Pop-up - phygital space
Campaign 4 Pop-up - Paid print & ambassadors
Major project JÖRD - Evaluations & conclusions
Dissertation pages - Key results & conclusions
DETAIL
A JÖRD app is essential for convenience and accessibility to both information and shopping
During initial research and testing throughout the project, I found that having an app is essential to launch a successful platform among JÖRD’s target audience. The target users are first young professionals living in or near cities, aged 25-35, and secondly university students & recent graduates. These consumers in the UK rely on their phones and know they can both find information and shop using their phones on the go, and they expect that information is accessible. They can also be sceptical about sharing information, but still expect some personalisation. This is where JÖRD’s personal values settings come in! Users of the platform can register how important certain values are to them, to then get suggestion to shop for an even more convenient buying process. Since all brands and items featured on JÖRD fit some minimum criteria for sustainability & ethical processes, everything can be trusted or checked more thoroughly if the users want to.
“We must think globally and address the nature of the virtual state in the era of platform businesses and digital public services.” Greg Williams, 2022
Graduate Fashion Week in partnership with:
