International Fashion Business
Year 3
Moving to International fashion business was the best decision, I feel so driven and determined to make a difference for myself and to put myself in the best position to enter industry. Although it was a risk to leave Fashion Marketing and Branding, where I had already completed 2 years of strong work, I knew I needed a challenge to feel more fulfilled and learn to get comfortable with the uncomfortable… so that’s what I did, and I haven’t looked back once.
IFB has allowed me to challenge myself, broaden my global industry knowledge, and gain valuable experience across product development, marketing, buying, and sourcing. Overall, I have developed both professionally and personally. Beyond academics I’ve also built lasting friendships, making my experience even more rewarding.
I hope to showcase my growth reflected in the projects below.
The ranch collection
The Ranch Collection
… Introducing The Ranch Collection, a western-inspired, sustainability-driven range. This 4400-word report explored product development, consumer profiling, pricing and range structures, and strategic brand alignment. From range planning to Levi’s sustainability initiatives, each element was designed to reinforce Levi’s heritage while tapping into the growing cowboy core trend. YEE-HAW!!!
Highlights
⭐️ 18-piece hand-designed produce range
⭐️Detailed range plan, pricing architecture, and distribution strategy
⭐️Targeted launch and proportional calendar for market impact
For full PDF Download below
The Ranch Collection proposal
infographic
This infographic was stage 1 to proposing the idea for the ranch collection. Highlighting on Levis current market offerings and the wider competitive landscape
For full PDF Download below
Levis Business report
This project involved analysing Levi's market position, target consumers, competitors, and market trends to propose a viable business opportunity. Using tools like SWOT analysis and market mapping, it connects insights into a cohesive strategy. The work mirrors industry practices, emphasising market dynamics, sector connectivity, and commercial strategy.
For full PDF Download below
Dissertation Proposal
Stage 1 of my final submission I will be exploring the impact of controversial advertising in fashion brands and how gen Zs are impacted. Through case studies and analysis of ad fatigue, I am investigating whether controversy drives engagement or damages trust in an era of desensitisation.
So, what do you think does controversy truly sell?
Research report Part 1
This report dives into shock tactics, ad fatigue, and the blurred line between what is strategy and what is scandal.
