My main strengths lie in Photography, Videography and Marketing but I pride myself in trying anything once and take on any creative challenges that come my way. I am fascinated by the luxury fashion market and have applied my innovative forward thinking and first-hand experience with Mulberry England to create a strategic marketing plan for the brand.
During my time at Northumbria University, I have learned that I love having a challenge to solve! My personal niche is that I thrive by placing myself in situations where I can use my analytical yet experimental thinking to step into a brand/company's personal operations, and aim to creatively to overcome any internal/external market threats through my own strategic planning. This is what inspired the development of my own Final Major Project - Mulberry: By Alexa Chung. and i have learned to constantly defend my work/ ideas so that ...
My concept follows a hypothetical scenario in which British fashion icon and personal inspiration, Alexa Chung as been appointed by Mulberry England as their new Creative Director. The marketing plan follows Alexa as she replaces the brands predecessor Johnny Coca after his departure in 2020, and further details her first year with the brand through four seasonal mini campaigns. I have created the campaigns to reflect Mulberry's brand/employee values (Be Responsible, Be Bold, Be Open and Be Imaginative).
My final major project is a clear reflection of my future aspirations. It's overall aim is to show commitment to my current position within Mulberry, but has also been strategically composed to not only showcase my creative marketing skills, but to assist in my own career progression with the brand. I hope this project will offer me the opportunity to pitch this idea to the brand executives and advance from my position as an 'Experience Expert' to a creative role within Mulberry's own marketing team.
Alexa Chung will further establish her already accredited reputation with Mulberry by starting at the very foundation of the brand to make positive, inspiring and strategic changes to the brands business infrastructure. She will do this by harnessing the brands original values and continue to make innovative and responsible developments to the Mulberry community, family and environment. The campaigns as a whole will act as an introductory statement to employees, consumers, and competitors alike of the fresh perspective and brand direction that Alexa will influence upon Mulberry, and will especially aim to help consumers put a face back to the brand, and regain clarity and trust from their lack of creative direction for over 2 years. Her strategy will be to use Mulberry's existing strategic pillars and values to target those who matter most in her first year as Creative Director: the consumers (both current and aspirational), and the brand employees.