About me
Creative and conscientious, I am a determined individual whose key strengths include communication; e-commerce marketing; and market research. Having been already interested in feminist media and art, I likewise became involved in fashion sustainability through a series of lectures, workshops and projects during my postgraduate degree in Strategic Fashion Marketing at the London College of Fashion. As a result, I believe that my key skills and interests synthesise fashion creativity and business strategy with corporate responsibility.
Work history
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Sponsored MA ProjectSeezona
London, United KingdomInternship
My postgraduate research thesis sought to explore the hedonic/utilitarian consumption of digital content on luxury e-commerce websites in order to delineate effective online consumer experiences for UK millennials. Through three qualitative methods (consumer interviews, consumer experiments, non-participant industry observation), a key trend emerged in the consumer decision-making process of UK millennials: e-commerce motivation dictated the type of digital content that consumers engage with and shaped overall attitudes to an e-commerce platform. More specifically, digital content was used as an efficient and effective way to satisfy hedonic motivations, particularly inspiration or discovery. These findings were applied to objectives set by the Swedish luxury e-commerce platform Seezona to drive traffic to its website, increase its sales-conversion rate and to reach its customer-acquisition target. In line with the data gathered, I devised an integrated digital content strategy which centred around a search tool that allows consumers to browse products via images of inspiration that they upload from social media, desktop or mobile phone.
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Fashion Sustainability ProjectCentre for Sustainable Fashion
- London, United KingdomInternship
During my MA degree, I was given the opportunity to collaborate with Kering and The Centre for Sustainable Fashion on a project to address the systematic social inequality that exists in the fashion industry. The project comprised of three separate parts: a workshop series lead by sustainability experts at Kering, an exploration of fabric and the social impact of its production process, and a final sustainability business strategy. Inspired by the brand Reformation and the non-profit organisation Fashion Revolution, consumer-led auditing became the crux of my groups’ final business strategy in which Kering’s craftspeople conducted design tutorials via live social. The digital workshops aimed to increase the recognition of workers that are anonymised in the current structure of the fashion supply chain by allowing consumers to interact directly with the makers of their luxury items in real-time and form intimate connections.
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Skills
- Communication
- Market Research
- Digital Content
- E-commerce Strategy
- Collaboration
- Fashion Retail
- Sales
- Computer
Education
MA Strategic Fashion MarketingLondon College of Fashion, UAL
- London, United Kingdom
Graduated with Merit
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BA (Hons) English Literature (2:1)University of Bristol
- Bristol, United Kingdom