PPD (FdA Fashion Marketing and Promotion Hojoon Park)

I was interning at Bielle Fashion Ltd, London-based womenswear brand last term. I've had a great deal of experience that middle-aged women can afford priced items and also be interested in fashion trend. I realised that there are few sustainable fashion brands in the UK and New-York based ethical brand called 'EILEEN FISHER' is popular. Therefore, I was planning to launch new London-based fashion brand to support and encourage fair-trade and under-developed people. I've just targeted over 40's well-educated women. However, I though it is a lot of research and analysis in seven weeks with blogging and making advertising campaign. Actually, it was really hard work for me. I could not clearly understand what this project is, so I had panic before group seminar and individual tutorial with Chrissy. Thanks to her help with other group mates’ feedbacks, I solved some problems. Furthermore, I started the project as early as I could, and try to do primary research and secondary research. I am really happy to see Chrissy every week. She was very helpful to her students included me. I used to bring some results and question list and then get feedback from Chrissy. She emailed us in public and individual way every week. I was especially impressed of a suggestion about pop-up store and its costing.  During group tutorial, when some peers were overwhelming with Youtube video, Chrissy tried to let us relax and concentrate on what we should get done at that time. Moreover when we have huge confusion of the project in week 4, Chrissy was on my side and told me to keep going on the project.

Working on the final project, a few friends suggest launching the fashion brand actually. I was happy to hear from them, and I liked the brand name called ‘Freesia Island’’. It was too hard to get Freesia Island. I used to try to think what the brand aim to or what symbol is. As a result, As a result of considering, I finally named ‘Freesia Island’ that meant freesia is sort of flower sounds like free and island sounds like very countryside and casual wear, rather than city or work wear. In an aspect of marketing campaign, I benchmarked some competitors such as EILLEN FISHER and COS. I used to reference their looks as 2014 S/S collections, and then structuring PR activity was also benchmarked.