In a Professional Portfolio course, we were asked to create a product development and marketing plan, from research to execution, based on current events for a particular brand. I created a body care and wellness product line extension for ZARA that offers a body lotion, body scrub and candles. GenZ, the target consumer, buying behavior has drastically shifted, particularly given the current global condition. Consumers now want to invest in quality over quantity when it comes to their personal, self-care. This makes the need for wellness products important.
Hence, I proposed the Zelf-Care Revolution.
With the demand for wellness and lifestyle escalating, I aimed to combine ZARA's signature minimalist aesthetic with high quality ingredients to develop a luxurious product line for consumers - zwellness.
As part of a Contemporary Issues in Fashion Merchandising course, we were first asked to research and analyze how current issues in the industry are presented in a brand’s advertising. Then, we were to develop a critical point of view regarding issues within fashion industry and apply it to a brand's current advertisements.
I selected the retailer Diesel because though their advertising pertains to their current target market, it prevents them from gaining new brand loyal consumers and may even ruin their image towards current consumers. I found that that their marketing was overly sexual, inappropriate and there was a lack of body inclusivity. I created three advertisement mock-ups that presented a more ethical point of Diesel's view.
As part of a Contemporary Issues in Fashion Merchandising course, we were first asked to research and analyze how current issues in the industry are presented in a brand’s advertising. Then, we were to develop a critical point of view regarding issues within fashion industry and apply it to a brand's current advertisements.
I selected the retailer Diesel because though their advertising pertains to their current target market, it prevents them from gaining new brand loyal consumers and may even ruin their image towards current consumers. I found that that their marketing was overly sexual, inappropriate and there was a lack of body inclusivity. I created three advertisement mock-ups that presented a more ethical point of Diesel's view.
As part of a Contemporary Issues in Fashion Merchandising course, we were first asked to research and analyze how current issues in the industry are presented in a brand’s advertising. Then, we were to develop a critical point of view regarding issues within fashion industry and apply it to a brand's current advertisements.
I selected the retailer Diesel because though their advertising pertains to their current target market, it prevents them from gaining new brand loyal consumers and may even ruin their image towards current consumers. I found that that their marketing was overly sexual, inappropriate and there was a lack of body inclusivity. I created three advertisement mock-ups that presented a more ethical point of Diesel's view.
As part of a new media methods for retail and digital spaces course, we were asked to develop a new campaign and create 3 animations with a common underlying theme. The brand that I selected was Versed skin care, a vegan, cruelty-free brand based out of California. With the help of the names of their products, I was able to develop a campaign that allowed consumers to reflect upon the experiences and lessons that 2020 taught them and set their intentions for 2021.
I called it #posiVERSED.
I wanted to focus on young adult women between the ages of 16 to 30. I utilized the "Wash it Out" gel cleanser to emphasize washing away the toxicity of 2020 but take in new learnings from the past year into the upcoming year. The "Just Breathe" serum GIF was to remind consumers to take a deep breath, step away from social media and focus on their mental health. As for "Weekend Glow" toner, I created an Instagram Reel which told consumers to embraces the happiness and radiance that arrive with a new year.
