I am a Fashion Marketing graduate, having completed three years at The University Of Leeds and I take great pride in my creative ability, communication skills and hunger to learn.
I have always been fascinated with the business side of fashion and was further enriched with the knowledge of the industry’s operations during my internship for sustainable fashion brand PAPER London. It was during my time at PAPER that I was confronted with the detrimental impacts the industry imposes onto our planet and began pondering for solutions. Additionally, I find the impacts of marketing on a consumer’s decision process extremely interesting and was able to observe the effects of this when I was designated the role as Head Of Marketing for The Leeds Raising and Giving Fashion Show.
Hand-Me Harrods, a womenswear brand, aims to reduce waste. The brand identity and marketing campaigns are driven by the consumer’s lifestyle surrounded by self-fulfilment, consciousness, and opulence. During my work experience with PAPER London, I realised the importance and popularity of conscious clothing. It was from this opportunity I wondered how the public would respond to a luxury brand taking an environmentally friendly approach, and I pondered how to encourage sustainable consumption.
As an extension of the globally renowned Harrods group, Hand-Me Harrods’ marketing campaigns uphold the reputation by being elegant and bold. They aim to retain customer loyalty, generate awareness, attract profit and educate the public on how to mitigate the impacts of consumption. Although originally targeting Millennial women, there is opportunity to expand and attract a wider audience as the brand values are universal and the campaigns have the potential to be enjoyed by men or a younger audience too.
Hand-me Harrods strives to be the number one platform for donating unwanted luxury garments, prompting consumers with incentives like access to exclusive features such as the virtual mirror. This provides consumers the opportunity to make a change; reduce their personal carbon footprint, minimise fashion land waste and contribute towards a fashion revolution. The donated garments are then innovatively redesigned by fashion students to be practical, stylish and timeless, with the values of craftsmanship, community and change at the heart of each stage of a Hand-me Harrods garment. Reusing all cut offs and only utilising materials from garments that have been donated, Hand-me Harrods promises to execute designs sustainably and ethically. Consequently, Hand-me Harrods is committed to advocating for conscious consumption and prolonging a garment’s lifetime.