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 £25,000, 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.
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.
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.