P H O N E : 07833045436 E M A I L : lousweeney12@hotmail.com INSTRAGRAM : lou_sweeney

L O U I S E S W E E N E YI N T E R N A T I O N A L F A S H I O N M A R K E T I N G G R A D U A T E

P O R T F O L I O

P R O J E C T : Creative communications campaign to reinvent the advertising campaign for Jigsaw. Grade 70%, 1st Class.

C O N C E P T: Taking inspiration from Jigsaw’s vision of creating a lifestyle, the campaign selected four of the UK’s leading creative people in the fields of music, photography & film, comedy and writing. Titled ‘The Face’, the campaign shot each creative in a portrait setting, a natural stetting and in a store setting, all in Jigsaw clothing.

S T R A T E G Y : Promoted in carefully selected magazines, virally and via digital advertising, the campaign will span over three months and images will be filtered through by month to allow for variation. A less obvious form of celebrity endorsement, using Faces that the Jigsaw customer can relate to and are inspired by.

O P P O R T U N I T Y: Future opportunities for PR campaigns, collaborations, advertorial magazines, book signings, new faces.

J I G S A W C A M P A I G N

C R E A T I V E M A R K E T I N G | F I N A L Y E A R | U N I V E R S I T Y C O U R S E W O R K

P R O J E C T : A research investigation into the methods and motives behind the Commes des Garcons sub-brand PLAY entering the UK as a foreign market. Grade 72%, 1st Class.

R E S E A R C H : In depth research of both the PLAY sub-brand and the Comme des Garcons brand as a whole. Focus on theories, case studies and relating literature on internationalisation as a concept to consider possible entry methods and strategies. Discovering motives as to why certain strategies may be preferred and possible future opportunities.

S T R A T E G Y: Using the concept of pop up stores and Dover Street market to push the brand into the UK to create the buzz of limited time only and to test how well the market responds to the brand before going through with the expense of store openings. Dover Street Market matches the artistic feel to the brand and this area will allow the imaginative fashion forward target market to be reached. Future opportunities would be opening stores in the UK as well as entering other countries, such as China and Australia, using this low risk strategy.

I N T E R NA T I O N A L I S A T I O N O FC O M M E D E S G A R Ç O N S

I N T E R N A T I O N A L F A S H I O N M A R K E T I N G | F I N A L Y E A R | U N I V E R S I T Y C O U R S E W O R K

F A S H I O N O V E R 5 0

D I S S E R T A T I O N | F I N A L Y E A R | U N I V E R S I T Y C O U R S E W O R K

T I T L E : An investigation into whether fashion retailers acknowledge mature female consumers in Britain in terms of marketing campaigns, media coverage and product.

P R E P A R A T I O N : Relating literature, case studies and theories. Evaluation of suitable research methods for my own study.

R E S E A R C H : Advertisement campaign analysis over a range of media and a survey created for plus fifty women to directly understand how mature female consumers felt they were acknowledged by the fashion industry.

O U T C O M E: Many mature females feel under acknowledged my retailers in terms of their marketing campaigns as well as product. However some retailers, such as Marks and Spencer and American Apparel have begun to make a conscious effort to attract this market as this consumer has a large disposable income due to being at the peak of their careers and children leaving home and could therefore help retailers increase sales if they feel suited to their brand.

G R A D E : 74%, 1st Class Honours.

A L E X A N D R E S A V I L E R O W

S S 1 2 M A R K E T I N G C A M P A I G N | P L A C E M E N T Y E A R

P R O J E C T : Assist the marketing team in promoting the new SS12 collection with subtle endorsement to reach our younger target consumer.

C O N C E P T : Using the London 2012 Olympics focus to the brand’s advantage, the campaign selected two of the biggest British Olympic winner hopefuls that appropriately matched the brand to be photographed in Alexandre Savile Row suits and shirts. The Brownlee brothers were chosen as they had a great media buzz around them due to their potential in the Olympics and also fitted the young consumer the brand was aiming to reach.

S T R A T E G Y : Images were placed in appropriately selected magazines, via the Alexandre Savile Row social media websites and the store on Savile Row. Signed photographs were also sent to previous customers who had signed up to our mailing lists as a gift and to remind them of the brand.

O P P O R T U N I T Y : Young men who could relate to or be inspired by the likes of the Brownlee brothers would be able to see themselves wearing the thoroughly British Alexandre Savile Row brand. Future collaborations with sporting stars or inspirational celebrities.

S T O R E L A U N C H : Promote the new Alexandre store opening on Savile Row where tailor made suits were to become available in addition to our ready to wear collection of suits, shirts, coats, cufflinks, ties and bow ties.

T A S K S : Visiting the store regularly before opening to ensure it was fit for launch and stock was correctly presented. Invite key figures, such as press, stockists and celebrities. Arrange music, refreshments and invitations for the event.

P R O M O T I O N : Assisting the marketing team with the advertisement of the launch via press release, social media platforms, mailing list and local newspapers. Arrange with press to print key write ups about the store launch to ensure a wider network of potential customers are aware of it’s opening.

A L E X A N D R E S A V I L E R O W

S T O R E L A U N C H

T A S K S : Assist designer with fittings, model castings and private viewings.

Arrange careful transfer of collection pieces from studio to Somerset House for the show.

Prepare collection by finishing, steaming and arranging garments for each model.

Assist Studio Manager with arranging guest list and invitations.

Assign roles to LFW volunteers, such as model dressers, runway setup, refreshment servers and steamers.

Front of house for LFW show, including managing the guestbook, greeting guests and showing them to their seats and organising the media.

O S M A N

L O N D O N F A S H I O N W E E K S H O W S S 1 2

P R O J E C T : Produce the annual university Mass Exodus fashion show along with a mini pop up show.

C O N C E P T : A geometry, mystery themed show appropriately named Zenith and Nadir. Using shapes, kaleidoscopes and geometry as inspirations, we created our advertisements, promotions, set, hair & make up and collections around this theme.

T A S K S : Creating a name and a theme for the Mass Exodus show as a whole class and assisting in the production the small pop up show at the beginning of the semester as a trial run for the main show. As part of the PR and Marketing Team, I was accountable for producing press releases, creating invitations, arranging an appropriate guestbook ranging from VIPs, important Toronto fashion industry figures and key media that we wanted at the shows.

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M A S S E X O D U S

R Y E R S O N U N I V E R S I T Y F A S H I O N S H O W, T O R O N T O