Download - Abbie Green Portfolio

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ABBIE GREEN

PROFESSIONAL PROMOTIONS PORTFOLIO

[email protected]

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CONTENTS

MAGAZINE PRODUCTION .4

TREND FORECASTING .6

CASE STUDY .8

FINAL MAJOR PROJECT .10

VIVA MAGAZINE .13

WE ARE INDIGO PR .15

Curricu lum Vitae

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Curricu lum Vitae

ABBIE GREEN

[email protected]

ABOUT MEA devoted and passionate individual with

a keen interest in fashion, who shows

commitment and eagerness in a working

environment. I have skills and experience

in a number of different disciplines that

have been honed through education and

work placements. With a passion for PR

and dealing with the public, I gained

valuable experience interning during my

placement year, before being trusted with

more responsibility in a freelance role,

that saw me co-managing a number of

clients to meet their specific needs. This

has given me greater confidence and skills

transferable to a number of industries.

WE ARE INDIGO - MAY ‘14 - AUGUST ‘14Freelance PR Account ExecutiveCo-managing accounts, taking a lead role in the planning and execution

of important photo-shoots and promotional events.

R-TEK - APRIL ‘14HR Intern Worked alongside the HR team within a company of 600+ employees

creating organisation charts, creating copy for the internal magazine, and

co-managing their better health at work scheme.

WE ARE INDIGO MARCH ‘14 - APRIL ‘14PR InternInvolved in fashion call-ins and liaising with journalists, creating press

packs, controlling social media and helping out with photo shoots, along

with other related projects.

Branded Lab PR - JANUARY ‘14 - MARCH ‘14Social Media InternWorked with a variety of different fashion brands taking control of their

social media output across a number of different networks.

VIVA LIFESTYLE MAGAZINE - SEPTEMBER ‘13 - JANUARY ‘14Editorial InternProducing interviews and features for both online and the printed

magazine, as well building communications by liaising closely with PR

and other media professionals.

OXFAM WASTESAVER - SEPTEMBER ‘12 - JUNE ‘13 E-Commerce InternIdentifying emerging trends and carefully selecting, photographing and

listing online the on-trend garments from the donated clothes.

WORK EXPERIENCE EDUCATION The University of Huddersfield:Fashion Communication and Promotion (BA Hons) (2011-15)Developing skills in Fashion PR, marketing, trend forecasting,

journalism and visual merchandising. Knowledge of Adobe

software, Microsoft Office and all social media platforms.

Stockton Sixth Form College:4 A Levels including Sociology (A), Business (B), Media

(B) and Spanish (D)

Grangefield School:12 GCSE’S A-B including Maths (B), English (B) and IT

(AA)

EMPLOYMENT SALES ASSISTANT

NEW LOOK - JULY ‘13 - SEPTEMBER ‘13

RIVER ISLAND - JUNE ‘12 - SEPTEMBER ‘12

COLLECTABLES - OCTOBER ‘09 - AUGUST ‘11

Developing skills in customer service, retail and working efficiently as part of a team to achieve important deadline and targets.

REFERENCES Gemma Gore: Founder and director of We Are Indigo PR [email protected]

Charlotte Goldthorpe: Fashion Communication andPromotion Course Leader, University of [email protected]

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MAGAZINE PRODUCTION

FINAL YEAR // GROUP PROJECT

The brief was set to create a magazine within a short six week time frame; the magazine had to be a completely new concept appealing to a niche market. We identified a gap in the market for a maternity fashion magazine, Glow, as our primary research revealed that women are finding it increasingly difficult to style themselves and follow trends during pregnancy. In a group of four we successfully pitched the concept for Glow, to a panel, which would include original photo shoot imagery and advertisements as well as features and editorial content.

SKILLS USED // Journalistic Writing, Editorial, Layout, Editing, Team Work, Styling, Time Management, Design , Organisation, Primary & Secondary Research

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I took the role as editor-in-chief as I am very organised and can manage my time very well. I also was very keen to ensure everyone’s individual work related

to each other’s and fitted well with how we were planning to market Glow. Although I was editor we all took an equal role in writing the features and styling

and producing the photo shoots.

Editor’s note

Bag& Other Stories

£95.00

Welcome to the very first issue of Glow! The team and I are very excited to finally be introducing the magazine to the shelves. Here at Glow, we strongly believe every woman deserves to enjoy

fashion and ultimately feel stylish and sexy.

Our magazine looks to become a fashion and lifestyle bible for pregnant women who still want to look and feel like themselves during this magical time in their lives.

Glow’s debut issue will feature all things fashion including a host of features on our favourite new trends of 2015, wish lists, style pieces and how you can shop straight from the pages of our wonderful fashion editorials.

Also look out for our fabulous beauty tips, health and fitness advice and of course what to do once your baby arrives.

Our opinion piece ‘Are Your Toddlers Dressing Like Teenagers?’ will certainly divide opinions, so be sure to check it out!

Visit www.glow.co.uk for regular fashion and lifestyle updates and more of what is featured in the magazine.Enjoy, and until next time…

AbbieAbbie Green Editor in Chief

Fashion Beauty Baby

My must have...

BlushSmashbox

£22.00 RomperTopshop£16.00

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MY ROLE

The BEAUTY Edit

JANUARY-FEBRUARY 2015£4.00

ARE YOUR TODDLERS DRESSED LIKE TEENAGERS?

The hottest buys on the

HIGHSTREET

THE 10 MINUTE MAKEUP MASTERCLASS

MeetColette Ali

Meet the team

CHLOE SMITHArt Director

Favourite collection for SS/15:

Victoria Beckham - Her designs have just the right amount of

simplicity and elegance. No fuss.

Celebrity maternity style icon:

Kerry Washington - When it comes to red carpet looks, she does it well yet seems to do it even better whilst

pregnant!

ABBIE GREENEditor in Chief


Alice + Olivia’s S/S 2015 collection was a

definite stand out for me. Influenced by Stacey (the designers) recent trip to

Château in Versailles, she took inspiration

from their modern art installations.


Is there any better than the Duchess of Cambridge when it comes to pregnancy style? She constantly

looked elegant and chic while keeping in touch with her own personal style; I just can’t wait to

follow her fashion during her current pregnancy.

GEORGIA WALKDENFeatures Editor


Hermés - I love the variety of colours that

are used in the collection and all have a very fresh

look.


Sarah Jessica Parker - Ever since I first saw Sex

and City I have loved Sarah Jessica Parker.

During her pregnancy she discovered what

suited her and stuck to that style.

BRYONY DODDSFashion & Beauty Editor


Valentino - I’ve been a fan of the brand for years,

and yet again, the latest collection never fails to disappoint. The peach

toned dress in particular has been winking at me

ever since I first saw it exhibited down the catwalk last year. One

can dream, right?


Blake Lively - Not only is she undeniably beautiful,

Blake also happens to rock the whole

pregnancy look. Correct me if I’m wrong, but I’m

pretty sure she could wear a bin bag and still

make it work.

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BEHIND THE SCENE

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We did a high street day wear and a beauty editorial for our two original photo shoots.

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HealthHave you got thoughts you can’t silence? Finding it hard to relax?Yoga is the answer! Yes, we may not be declaring any new ground breaking fitness technique here, but nevertheless, yoga really does work - so like they say, don’t fix what isn’t broken. Pregnancy, although being one of the most wonderful experiences of a woman’s life, can also be one of the most stressful. So, take some time each day or week or whenever you get a spare moment for some much needed ‘you’ time. Yoga is a great way to stay active during pregnancy. It has incredible benefits, like boosting circulation and keeping the baby weight off. Have a bad back? Pain in your joints? We know it’s a long nine months waiting for your little miracle, so why not alleviate some of that stress with the yoga miracle. Who knows? Yoga may become you and your partner’s new fun thing to do together.

Glow is telling you how to get that must need yoga fix without having to leave the house:

YouTube If you’re looking to get into yoga, a perfect starting place is the Yoga Today channel on YouTube. It has a vast array of videos that give you variety of exercises to do in the comfort of your own home. www.youtube.com/user/yogatoday/

DVD ‘Pregnancy Health Yoga’ is perfect for pregnant women looking to get their yoga kick. At £48.95, it may seem pricey, but the level of tuition this 210 minute DVD gives you makes it a worthwhile investment (and a lot cheaper than lessons, too). From beginners, to the more advanced, you will be sure to find some expert advice.

Our top yoga guru Our yoga guru for this month had to be creator of ‘Pregnancy Health Yoga’ Tara Lee, she has over 17 years of yoga experience and has been listed as one of the top five pregnancy yoga teacher in the United Kingdom. A mother of two, she started practicing yoga during her first pregnancy and quickly discovered the benefits it can have on an expecting lady. She is also an expert in post-natal yoga and offers an exceptional programme in pre and post-natal yoga for you and your baby. For more information, visit her website www.taraleeyoga.com .

Fitness’ worst kept secret

Website Wondering if the yoga you are doing is benefiting you? Not sure how to take it to the next level? The Baby Centre website [www.babycentre.co.uk] has some superb tips on how to get the most from your yoga and how it can personally help you£14.99

Words by Abbie Green

Children should be children, plain and simple. They should not be treated like

your latest fashion accessory to accentuate your own style. When I have children I will want to keep their innocence as long as possible! When dressing kids, comfort is key so they have room to play and aren’t

confined by restricting material and uncomfortable or on bordering dangerous shoes. Of course, most little girls want to play dress up but that should be limited to their dressing up box within the house. It is so important in today’s society we teach our children, especially young girls, not to judge people on how they look or dress and this can’t be done with toddlers tottering in heels or

playing in mummy’s make up bag. When I was holidaying in the Balearics this summer I was gobsmacked by the amount of babies wearing bikinis, this is where this new obsession with glamming up our children is bordering dangerous. A child’s skin is so sensitive and should have as little sun exposure as possible. As I’m sure I’ve made clear I believe children should keep their innocence for as long as possible! No earrings that can they pull on, no make up to rub into their eyes or the clothing of a young adult.

OpinionARE YOUR TODDLERS

DRESSED LIKE TEENAGERS?

From Suri Cruise in heels to North West in lace, are the children of today growing up, or

should we say dressing up, too quickly?

All children deserve to maintain their innocence for as long as possible, so are

babies in bikinis, toddlers in makeup and small children running around in heels plain

wrong? Or is it just harmless child’s play?

YES

Abbie Green

Some examples of the features I created for Glow magazine.

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TREND FORECASTING

SECOND YEAR // INDIVIDUAL PROJECT

A highlight of my second year project work was the trend forecasting project where we were given a choice of high street retailers to base our work around – I chose high end high street brand Reiss. Using all aspects of society from economic, political, environmental etc. we had to identify 3 fashion trends that would emerge over the next few seasons. We had to filter the trends to four categories innovators, drivers, impact and futures. Using one forecasted trend I created a booklet for Reiss which would help to inspire their retail concepts and overall strategies to maximise growth and stay relevant in the market.

SKILLS USED // Secondary Research, Trend Forecasting, Design, Analysis

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REISS

WHAT THIS MEANS FOR REISSStore assistants access to iPads:

Selected store assistants will carry iPads with all having access to them, this will assist them in helping customers with requests or in offering them style advice. A programme will be developed to show what garments match with what other pieces helping to put an outfit together. This will provide a less time consuming, yet equally efficient personal shopping experience for Reiss. This will help continue and improve Reiss’ high quality customer service reputation. This same programme will be developed for the website and Reiss app.

Photo-taking facilities in fitting rooms:

Camera facilities will be situated in the fitting rooms so that customers can take images of themselves when trying on the Reiss clothes. They can send the pictures to friends to ask their opinion or use the pictures to help them decide if the garment is right for them.

REISS

RESEARCH

Since 2011 women in their 20’s have been earning more than men of the same ages

Emerging Epoch trend from intelligence site MPDClick

OVERVIEW

The New Woman

Empowerment, Elegance and the E-Commerce is what this emerging trend is all about. Entitled ‘The New Woman’, this is an imminent budding trend that independent, career-focussed young women will want to buy into. Not just a fashion, but a social trend derived from many factors. It is not just something that will go in and out of style, ‘The New Woman’ has staying power.

This trend represents the creation of the modern business woman and how she uses her attire to bring power dressing back. Celebrities once famous for dominating the tabloids are now running various successful business ventures. The women turning business glamorous innovated this trend and pushed it to the forefront of society and fashion.

Some pages from my booklet on the emerging trend ‘The New Woman’.

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PROFESSIONAL

CASE STUDY

FINAL YEAR // INDIVIDUAL PROJECT

The professional case study brief was to carry out an in-depth investigation of one area of fashion communication and promotion of interest to us, to create a 10,000 word research report. I chose a sociological theory based topic:

The Feminist Trend

Analysing the resurgence of the feminist agenda, its affects on the fashion trends of the moment and whether women are consciously wearing these trends as a way to express their feminist stance.

SKILLS USED // Primary & Secondary Research, Academic Writing, Organisation, Editing, Evaluation, Analysis

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ABSTRACT

This case study intends to analyse the relationship between society’s ideologies and fashion trends. Using the recent revival of the feminist agenda, currently being identified as the fourth wave of feminism, this study will question and examine its effects on the work of some the fashion industry’s most influential designers.

Initially I will evaluate what were the major factors in creating this fourth wave and consider how its key figures have conveyed their message and agenda on a global scale. Also during the research process it will be identified how the media have responded to the resurgence of the feminist argument, with an in depth study of the fashion press’ involvement and coverage.

What this case study aims to discover is how this has in turn has inspired some key figures in the fashion industry. Research into the recent history of international fashion houses Chanel, Diane Von Furstenburg and Gareth Pugh will take place. The research will include collection analysis from their most recent three women’s ready to wear collections, in order to see if the revitalisation of feminism has contributed to their designs.

Furthermore this case study aims to discover by the means of both primary and secondary research if consumer behaviour and style choices are affected by the present media hot topic of the fourth wave of feminism.

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FINAL MAJOR PROJECT

FINAL YEAR // INDIVIDUAL PROJECT

For the Final Major Project module we are to create our own brief, by identifying a problem or gap within the fashion market and creating an innovative and original solution. The project needed to integrate all of the skills I had developed during my four years at University, producing a highly professional and sophisticated finished project, using our unique and creative methodology. I assumed the role of Public Relations and Marketing Manager for USA retailer Forever 21, proposing an integrated promotional strategy using a number of different PR tactics to boost their brand profile and success levels in the UK marketplace.

SKILLS USED // Primary & Secondary Research, PR, Styling, Branding, Time Management, Layout & Design, Organisation, Marketing

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RATIONALE

The idea of this promotional campaign is to boost Forever 21’s profile in the UK. Forever 21 is an immensely popular brand across the globe but particularly in America and across Asia and has stores in 48 countries worldwide. It is, however, struggling to generate profits from its nine stores across the United Kingdom, recording a loss of £66.5 million before tax in 2014. The launch of the brand into the UK market was highly anticipated by the consumer, as they were previously limited to only purchasing the brand solely online. Nevertheless, something in between the launch and now, has changed.

This promotional campaign is important in order to decrease the losses that are currently being made and help to generate profit in the near future. The campaign will be centred on boosting Forever 21’s consumer base in the UK and creating more sales. The primary focus of the campaign being a collaboration with a minimalist designer label The Row, creating ‘The Row for Forever 21’, a collection based around key pieces that can be worn from season-to-season, creating a new dimension to the fast-fashion brand. Following the campaign, Forever 21 will have a higher brand awareness in the UK and an increased appeal, enticing new and existing customers to shop there more often, leading to a more varied customer base - not just the teen market.

I worked with a professional graphic designer to create a more refined, simple store layout and visual merchandising. Also creating some invitations for the two proposed promotional events.

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My photo shoot was developed as part of the marketing for the proposed collaboration ‘The Row for Forever 21’. My initial thoughts were based around a capsule collection for Forever 21 full of classic pieces, however this took too much away from Forever 21’s current appeal - therefore, I decided on bringing in a new collaborator, such as minimalists The Row who specialise in such design. The addition of a designer will give a high quality feel to the brand and collection, as my primary research suggested British consumers aren’t satisfied with the current quality of the Forever 21 brand. I decided to keep, but adapt, my initial ideas around a simple but stylish collection with a high street edge.

BEHIND THE SCENES

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FINAL MAJOR PROJECT

COMPONENTS

MARKETING REPORT

VIP PRESS LAUNCH EVENT PROPOSAL

RELAUNCH EVENT PROPOSAL

SOCIAL MEDIA PLAN

PRESS PACK

THE ROW FOR FOREVER 21 LOOK BOOK

UK BRAND HANDBOOK

FOREVER 21 NEWSLETTER

EVENT INVITATION DESIGNS

ADVERTISEMENTS

EVENT GOODY BAG

All items available on request.

PRESS PACK, ADVERTS & INVITE DESIGNS

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VIVA MAGAZINE

PLACEMENT YEAR // EDITORIAL INTERN

During a three month placement at Manchester based lifestyle magazine VIVA, I took the role of Editorial Intern. As it was a very small team sometimes just the Editor and I working in the Manchester office, my role was very hands on and I assumed a lot of responsibility straight away. My jobs included writing features for online magazine, creating content for the Christmas issue, promoting VIVA on social media, organising competitions, attending events and theatre shows and creating review features and interviewing celebrities/influential people.

SKILLS DEVELOPED // Journalistic Writing, Time Management, Social Media, Editorial, Interviewing, Event Management

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A selection of the work I did at VIVA:

Helped to organise events.

Contributed to the Christmas 2013 issue

Created features for print and online

Arranged competitions by liaising with PR

professionals.

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WE ARE INDIGO PR

PLACEMENT YEAR // FREELANCE PR ACCOUNT EXECUTIVE

Initially at boutique PR agency We Are Indigo based in Manchester my role started as PR intern however over time it progressed to Freelance Account Executive. Again I was part of a very small team so I was able to take on a high responsibility role right from the beginning of the placement, organising a photo shoot in my first week at the agency. I also got to liaise with a number of different journalists securing national and regional coverage for a number of the clients, along with organising and running events, taking meetings with our clients and setting achievable goals, and promoting the brands through their own and the We Are Indigo social media accounts.

SKILLS DEVELOPED // PR & Marketing, Time Management, Social Media, Event Management, Press Releases, Media call ins, Photo Shoot Production

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THE LBD PLAN

I worked with The LBD Plan, a diet plan company, during their launch into the market:

I helped to organise and produce a photo shoot with brand ambassador Gemma Merna.

I ran the launch even in London.

Also helping to secure national coverage in magazines such as Now and OK!

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Here is some coverage I helped to secure for The Curve, a plus size fashion brand, in Cosmopolitan magazine, in their catwalk to curvy special.

Some coverage I helped to secure in Look magazine for flat footwear brand, Saira, which also made the cover of the issue.

Download - Abbie Green Portfolio

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