About Me
I'm Ellie, a Fashion Marketing graduate from the University of Leeds
I am a logical thinker with a creative flare. During my degree, I have been student leader for 2 years, managed 100 models for Leeds RAG Fashion Show 2023 to raise over ÂŁ25,000, gained experience as University Manager for The Times Final Year Survey 2023, and volunteered for 2 years as Communications Officer for a local charity.
Labelled 'agony aunt' by friends and family, my ability to problem solve motivates my projects, where I address gaps in the market. I am most inspired by guerrilla marketing; throughout my second and third year promotions & communications assignments, I have explored my own guerrilla marketing ideas for very different target markets (streetwear, gen-z, mainstream, mature and luxury consumers). Outside of my studies, I am an avid reader, particularly of philosophy and gender studies; my knowledge of society and the mind supports my marketing and promotional work.
INSPIRATION
"She used to be attractive, but then she had a baby"
This year, I've had countless discussions about beauty standards. I was particularly alarmed by the narrative around post-pregnant bodies. My mum and her friends all share in common a shame for the physical signs of giving birth. My research concluded that the fashion industry reinforced this, by designing fashionable clothing for the smooth-skinned, slim beauty standard. My final project is inspired by the wellbeing trend, to create a brand that improves the body image and mental health of these women.
Knows Best addresses post-pregnant women's need for body acceptance. The product is inclusive, yet trendy, bespoke fashion, replacing restrictive standardised sizing with innovative virtual fitting technology, proven to improve consumer confidence. A membership fee allows consumers access to the uplifting brand community of like-minded women via the social commerce app, for communal healing. Promotions I created include imagery and copywriting to desensitise society to realistic post-pregnant bodies.
MY WORK
PORTFOLIOS
The consumer need was explored
The market analysis concluded 3 major trends
The problems and solutions were fully researched
The brand concept was created
The virtual fitting technology
Membership benefits
The social commerce app
Strategic approach to promotions
The consumer journey and touchpoints
Campaign 1 overview
Campaign 1 promotions examples
Campaign 2 overview
Campaign 2 promotion examples
Campaign 2 event marketing
Campaign 3 overview
Campaign 3 promotion examples
Campaign 3 event marketing
DETAIL
I created 3 consecutive campaigns to launch my brand
Knows Best aims to alleviate feelings of body insecurity amongst post-pregnant women, so it was important for the campaigns to pave the way for the consumer to build a better body image. The campaigns follow the consumer journey, to guide the audience through each stage, maintaining their attention to ultimately trigger loyalty. Campaign 1 sends the message that post-pregnant women should measure their bodies on their achievements, not their clothing size, to raise awareness. Campaign 2 expresses that Knows Best is the only brand that caters specifically to post-pregnant bodies, to build trust. Campaign 3 demonstrates the benefit of purchasing a membership, to gain loyalty.
"Your body is not a temple, it is your home" - Rachael Hartley
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