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Creating research/ design projects have been proven to be successful when stemming from Heterogeneous group dynamics. This was considered while creating this marketing piece in order to remain unbiased and cover all grounds in terms of marketing successfully. Target audiences, and brands themselves, are intrinsically individual and complex which calls for a diverse set of skills for accurate representations. Emmerling (2020).

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A plethora of assets encompassing research insights, forthcoming prospects, and networking opportunities with potential hires.

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We Are Hiring - Freshers, Internship (College Student) & Entry Level candidate - January 5 #Salary: 25K - 80K in Hand + Incentive Shift #Timings :: 09:00am To 06:00pm **Laptop Kit Will be Provided By Company -5 Days Working (( Sat- Sun Fixed Off) Role:- - Chat/Voice Process-8 - Freshers -8 - Digital

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1. Good understanding of both SEM and SEO. Strong expertise in at least one of them. 2. Grasp of the MarTech Tools (Marketing automation and CRM are quintessential) 3. Basic copywriting and design skills to at least differentiate good vs bad creatives. 4. Ability to build basic dashboards on Looker Studio (quite easy for Google ecosystem) or other BI tools and analyze the numbers. 5. Stakeholder management skills.

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What are the top five skills required for a Digital Marketing role?

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Learn about the essential skills you need to succeed in digital marketing, such as content creation, SEO and SEM, social media marketing, email marketing, and data analytics.

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Identify content opportunities for their website, social media, press releases, company intranet and e-marketing campaigns. This includes internal success stories, staff appointments and promotions, examples of client deals and new product launches.

Support the development of new marketing materials such as graphics, brochures, infographics, presentations, and brochures.

Seeking new ways to understand the customer/markets behaviour through research / competitor research.

Basic copy writing and content creation for social-media, e-shots.

Working with email marketing and CRM Platforms

Familiar with email marketing campaigns, including creating, delivery and automation (create and maintain customer journeys - design, configure, audience segmentation and data management).

Calling prospects & customers to follow up “click through’s” from eMarketing campaigns.

Setting up and monitoring paid social campaigns, creation to reporting.

Content maintenance of the websites using WordPress.

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Influencer Executive - Fashion (9-12 month FTC) - boohoo group

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INTERNAL JOB TOTLE: PARTNERSHIPS EXECUTIVEHelp us transform a bell-weather of the UK high street into one of the most progressive & creative online businesses in any industry, anywhere. If, like us, you have the vision and bold ideas to help us...

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Responsible for seeding out influencer product and managing content for all fashion-led Debenhams campaigns.

Responsible for sending out press call ins and managing content with press contacts.

Weekly reporting across various platforms and monitoring performance across Instagram, and Tik Tok.

Work alongside the Influencer team on campaign delivery process/campaign delivery report and providing a tier system for each campaign / notifying expected deliverables.

Sign and manage a roster of Influencers including Debenhams brand Ambassadors.

Oversee celebrity attendance of UK activations (trips, concerts, festivals etc)

Influencer marketing developments (keeping up to date with any industry changes, new developments and feeding back to the team)

Managing external Influencer reporting tools ie. Tribe

Assist in wider team send out’s to support upcoming campaigns

Work with the Affiliates and Paid Media teams on Influencer reporting

Management of all influencer/ supplier PO’s and budget tracking.

Ownership of the influencer calendar from a fashion campaign perspective.

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This skill allows me to conceptualise and design visually compelling marketing campaigns that resonate with diverse audiences. I have a keen interest in psychology and understanding the nuances of the psyche which enables me to decode consumer behaviours and tailor strategies accordingly. My interest in reading also allows me to enrich my capabilities to infuse further creative elements within marketing campaigns by implementing storytelling techniques, which is particularly beneficial within a market that can be often associated with purely profit focused motivations. I believe this creative aspect allows me to express in certain ways that are individual to myself which results in interesting and engaging product outcomes.

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Literature, podcasts and in person discussions covering a wide range of topics relevant to fashion marketing and its supporting roles.

I personally enjoy reading on the environment and its relation to marketing, along with the economic implications and future within the fashion sector.

Reading and attending discussions on the link between feminism and fashion is also something I'm passionate about and will continue to explore within the future of my fashion marketing career in order to continue to develop my understanding and perspectives on the subject.

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concerning climate change: manchester climate alliance x manchester museum

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concerning climate change: manchester climate alliance x manchester museum tickets

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concerning climate change: manchester climate alliance x manchester museum manchester

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concerning climate change: manchester climate alliance x manchester museum manchester tickets

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Concerning Climate Change: Manchester Climate Alliance x Manchester Museum

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A series of discussions exploring the climate crisis and what we can do about it. On Wednesdays 11 October, 8 November and 13 December 2023

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Bad Girls Go Everywhere: The Life of Helen Gurley Brown

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Read 54 reviews from the world's largest community for readers. When reviewing the great figures of feminism, few would call to mind the creator of the Cos...

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"Marketing is the management science of empathy - we need deep empathy if we want to take humanity and our economy through this massive change that we are facing."
Marketing will not save the world, but we will not save the world without marketing.
In this episode we talk with Nicolas Lambert, author of, "Can Marketing Save the World", (we know... a title very close to our hearts) and no surprises that it's a book all about marketing and sustainability, An experienced and passionate marketer, he was CEO of Fairtrade Belgium, marketing executive at Unilever, AB InBev, Heineken and BBDO - and more recently, author and lecturer. We loved delving into the practicalities of sustainable marketing with Nicolas.
"Sustainability and marketing, two things that don't work together, but they should and now have to." Nicolas places marketing as the engine of an organisation and explains the opportunity for Marketers is to "broaden the scope of interaction". Expanding their view to include the broader stakeholder chain so they don't leave themselves with a large blind spot in their strategies.
When it comes to people, planet and profit or as Nicolas calls it, "the ménage à trios" he believes this needs to be at the core of what Marketers do, but acknowledges the challenges and underlying tensions that exist in the relationship between organisations and their stakeholders as we look for solutions and balance.
We covered so much in this episode with Nicolas as he shared his insights, experience and knowledge on the role of regulation, the need for Marketers to support their organisations' sustainable agendas and, that all important missing sense of urgency.
Of course, we couldn't talk sustainable marketing without discussing greenwashing which Nicolas believes, "most of the time it's not because of cynicism of companies, it's not because they want to be seen as greener than they are and manipulative, I think people are just being clumsy. They have a lack of knowledge and are applying traditional marketing tactics to sustainability, and that doesn't work, and then they are surprised - because they just don't get it." Once again the need for Marketers to be more aware and educate themselves couldn't be clearer.
So, tune in and check out resources such as Nicolas's framework, the "fourteen levers to make marketing more sustainable." he mentions which can be found here. (And don't be fooled by the title of the slide - the document is in English ;)).
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You'll find the Podcast on all the usual pod platforms - and also on The Global Player and via The Marketing Society. If you love it, do share it and spread the word. Talking about climate change and the role we play is one of the most important things we can do. So join the conversation. We're all in this together.
Our podcasts are recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

Marketing - The Management Science of Empathy, with Nicolas Lambert, Expert, Author,

Can Marketing Save the Planet, Author, Nicolas Lambert - Can Marketing Save the World?

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episode 69: – marketing - the management science of empathy

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‎Can Marketing Save the Planet?: Episode 69: - Marketing - The Management Science of Empathy, with Nicolas Lambert - Expert, Author, Sustainable Marketer on Apple Podcasts

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"Marketing is the management science of empathy - we need deep empathy if we want to take humanity and our economy through this massive change that we are facing." Marketing will not save the world, but we will not save the world without marketing. In this episode we talk with Nicolas Lambert, autho...

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Council Post: The Future Of Marketing In The Fashion And Lifestyle Industries: AI, Personalization And Data-Driven Insights

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AI has transcended buzzword status to become a driving force in marketing for fashion and lifestyle brands.

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Fashion industry executives looking towards 2024 are on edge. The most prominent sentiment among fashion leaders is "uncertainty," according to the BoF-McKinsey State of Fashion 2024 Executive Survey. Causes for concern include geopolitical events, weakened economies and the continuing impact of high interest rates. Yet executives also see some reason for optimism in specific markets and segments.

Looking ahead to 2024, 26 percent of respondents to the survey conducted in early September expected conditions to improve year on year, 37 percent expected conditions remain the same and 38 percent expected the situation to worsen, marking the biggest divide in executives' expectations for the year ahead since the inception of the BoF-McKinsey survey in 2017. Yet the outbreak of the Israel-Hamas war in October underscores the uncertain environment, raising questions about whether a regional widening of the conflict could impact the global economy and have ramifications for the fashion industry.

Geopolitics continue to be a firm fixture on executive radars - 62 percent of respondents to the survey cited geopolitical instability as the top risk to growth, while economic volatility is cited by 55 percent.

Inflation concerns appear to be diminishing. Among surveyed respondents, 51 percent cited inflation compared to 78 percent in the previous year's survey, perhaps an acknowledgement that central bank policies are starting to achieve their intended results, after inflation rates began rising to historic highs in the US and Europe in 2022.

As for business performance, top-line year-on-year growth is expected to be lacklustre in 2024, at between 2 percent and 4 percent globally, according to the McKinsey Fashion Growth Forecasts. However, regional and country variations in both luxury and non-luxury segments will be evident.

Non-Luxury's Steady Path

Overall, non-luxury retail sales growth is forecast to remain steady year on year in 2024 at between 2 percent and 4 percent. In Europe, non-luxury growth of between 1 percent and 3 percent is expected, after recording 5 percent in the first half of 2023 and 1 percent to 3 percent in the second half, due to slumping consumer confidence and declining household savings, amon

g other factors. When taking into account the forecasted high core inflation of around 3 percent to 4 percent, the growth outlook is even more limited.

In the US, non-luxury growth is forecast at 0 percent to 2 percent amid declining consumer sentiment. Slightly slower increases in the rate of inflation - forecast at around 2 percent to 3 percent in 2024 - may result in mildly more positive growth. However, a "soft landing" is forecast if, as expected, the country avoids outright recession, helping inflation to get under control more quickly than in Europe. E-commerce activity is expected to pick up after the post-pandemic slowdown in which consumers rebalanced spend towards in-store retail. Among survey respondents, 64 percent identified owned online channels as a more important growth driver than in the previous year.

In China, non-luxury demand remains relatively weak compared to historical growth rates, reflecting economic uncertainty and subdued consumer confidence. Even so, growth is projected to outpace that of the US and Europe, at 4 percent to 6 percent. Positive factors include subdued inflation and the ongoing expansion of the middle class, which is underpinning demand for contemporary and premium fashion. Consumer sentiment shifts towards trading down are also bolstering the large mass-market segment. More opportunities within growth categories such as sportswear and outdoor wear will likely be spurred by government initiatives and shifting consumer preferences for healthier lifestyles and wellbeing.

Luxury's Restraint

Luxury's global retail sales growth is forecast to slow to between 3 percent and 5 percent in 2024, from between 5 percent and 7 percent in 2023, as consumers restrain spending after a post-pandemic shopping surge.

In Europe, year-on-year growth of between 3 percent and 5 percent is predicted in 2024, compared to 10 percent in the first half of 2023 and 5 percent to 7 percent in the second half of the year. An anticipated rise in inbound tourism, boosted by Paris' hosting of the Olympic and Paralympic Summer Games, will likely be a growth driver, as will a pipeline of store openings in tier two and tier three cities across Europe.

In the US, luxury is expected to grow at 2 percent to 4 percent year on year in 2024, compared to 1 percent in the first half of 2023 and between 1 percent and 3 percent in the second half. This would represent a return to the long-term pace, with slightly stronger sales driven by higher-end aspirational brands. However, the luxury boom of recent years is not likely be rekindled. Rather, stabilisation at a lower level is expected. A strong dollar against, for example, the euro may also lead to some spend shifting abroad.

As for China, luxury growth of 4 percent to 6 percent is expected, compared to 16 percent in the first half of 2023, which dropped to between 1 percent and 3 percent in the second half. Though moving in the right direction, the projected growth rate in the year ahead stands in sharp contrast to 2020′s 32 percent and 2021′s 40 percent. Renewed uptake of international travel may dampen domestic demand, as affluent consumers resume shopping for luxury outside the country. However, it's worth noting that the size of China's luxury market remains almost double what it was in 2019.

While the biggest fashion markets are seeing only tepid signs of renewed growth, others may be more compelling. When asked about the countries or regions they believe will be the most promising in the year ahead compared to 2023 in the survey conducted in September, executives cited the Middle East (51 percent net intent), India (39 percent net intent) and Asia Pacific (34 percent net intent). North America and China recorded 8 percent and 3 percent respectively, while Western Europe was negative 11 percent.

As for expanding physical footprints, the US, Middle East and Asia Pacific stand out as priorities, with executives reporting net intent of 44 percent, 45 percent and 45 percent respectively. North America is the biggest investment destination, with 48 percent of executives citing footprint expansion plans in the region, compared to 44 percent in Western Europe.

Eyes on the Prize

In 2024, 71 percent of surveyed executives said they will focus on increasing sales, compared to 63 percent the previous year. Achieving that growth will likely require laser-sharp attention on pricing and promotion strategies, with a large portion of investment directed to potential quick wins.

Indeed, pricing strategies are likely to be particularly critical given weakening prospects for volume growth. Net intent to raise prices across the industry is 50 percent, with 69 percent of executives planning to lift prices, compared to 58 percent a year ago. Among the surveyed executives, 44 percent expect to raise prices by up to 5 percent, while 25 percent plan price increases of more than 5 percent. Companies that succeed in driving growth through price rises will likely take a precise, carefully tailored approach.

Simultaneously, decision makers will likely keep a tight grip on costs and investments. However, the industry has already seen widespread cost cutting, suggesting the focus should be on stricter controls rather than cuts.

The good news is that executives expect cost pressure to abate, with just 18 percent of executives predicting their companies' cost of goods sold (COGS) to grow more than 5 percent next year and 19 percent expecting selling, general and administrative expense (SG&A) to rise more than 5 percent. This is in contrast to last year, when 55 percent expected COGS growth of more than 5 percent, and 40 percent expected SG&A growth of more than 5 percent. One reason is fading concern about inflation, with 12 percent and 18 percent of executives expecting COGS and SG&A respectively to remain steady, compared to 1 percent and 3 percent last year. Additionally, the successful implementation of cost measures over the last couple of years have already absorbed many of the potential cuts.

Strategic Priorities

As climate change continues to gather pace, fashion executives remain focused on building more sustainable businesses. When identifying the biggest challenges and opportunities in the year ahead, some 12 percent cite sustainability as a principal opportunity for 2024, placing it at the top of the C-suite agenda. However, reflecting the scale of the task and rising regulatory pressure, 12 percent also name it as a top challenge. Finding a balanced way to implement sustainability improvements and risk-reduction programmes with competitive advantages is likely to be a key challenge for fashion executives in 2024.

Another opportunity high on executives' agendas is an innovation that has been surrounded by buzz in 2023: artificial intelligence, and particularly generative AI. Given its application across the fashion value chain and among functions, fashion companies are already starting to experiment cautiously. Those efforts are likely to continue in 2024, with a view to scaling use cases where there are demonstrable performance upsides.

As for consumers across markets, discretionary spend is likely to zero in on categories and brands on which they feel they can rely. Hard luxury goods - jewellery and watches - as well as leather goods are emerging as key categories, as more players enter the market and consumers seek to invest in pieces that will maintain or increase in value over time. Meanwhile, focused brand-building may help companies stave off challenges across segments, with consumers gravitating towards brands with the greatest differentiation and brand storytelling.

In the face of an uncertain future marred by continued macroeconomic challenges, fashion executives may need to make bold decisions: leading players cannot allow an ambiguous outlook to cloud decision making when seeking to capture growth opportunities ahead.

The 10 fashion industry themes that will set the agenda in 2024:
1. Fragmented Future
In 2024, the global economic outlook will likely continue to be unsettled. As new and ongoing financial, geopolitical and other challenges weigh heavily on consumer confidence, fashion markets in the US, Europe and China are facing differing headwinds, requiring suppliers, brands and retailers to bolster contingency planning, among other measures.
2. Climate Urgency
The frequency and intensity of extreme weather-related events in 2023 mean the climate crisis has become even more visible, leaving the fashion value chain especially vulnerable. With climate risks worsening across continents, the fashion industry can't hold off any longer on building resilience into its supply chains and helping to abate emissions.
3. Vacation Mode
Consumers are gearing up for the biggest year of travel since before the pandemic. But a shift in values means travellers have a different set of expectations, even as shopping remains high on the agenda. Brands and retailers should consider refreshing distribution and category strategies to meet travellers wherever they are.
4. The New Face of Influence
It's time for brand marketers to update their influencer playbooks. A new guard of creative personalities is gaining brands' attention, winning trust and fandom among key audiences. Working with these personalities in 2024 will require a different type of partnership, an emphasis on video and a willingness to relinquish a degree of creative control.
5. Outdoors Reinvented
Technical outdoor wear has been propelled by consumers' post-pandemic embrace of healthier lifestyles as well as "gorpcore," and is likely to accelerate even further in 2024. More outdoor brands will likely launch lifestyle collections while lifestyle brands embed technical elements into collections, further blurring the lines between functionality and style.
6. Gen AI's Creative Crossroad
After generative AI's breakout year in 2023, use cases are emerging across creative industries, including fashion. Capturing the value of this transformative technology in 2024 will require fashion players to look beyond automation and explore its potential to augment the work of human creatives.
7. Fast Fashion's Power Plays
Fast-fashion competition will likely become even fiercer in the year ahead. Challengers, led by Shein and Temu, are changing tactics around price, customer experience and speed. Success for disruptors and incumbents will likely hinge on their ability to adapt to evolving consumer preferences, while navigating regulations that may impact the industry.
8. All Eyes on Brand
Brand marketing will likely be back in the limelight in the year ahead as the fashion industry confronts a shifting landscape in which performance marketing no longer reigns. Consumers' emotional connections to brands will likely be critical as fashion marketers reorientate their playbooks to emphasise long-term brand-building strategies.
9. Sustainability Rules
The era of the fashion industry self-regulating sustainability is drawing to a close around the world. Across jurisdictions, new rules could have a widespread impact on both consumers and fashion players. Brands and manufacturers need to revamp business models to align with the changes ahead.
10. Bullwhip Snaps Back
Changes in consumer demand have resulted in the "bullwhip effect," where cuts to orders increase in magnitude at different parts of a supply chain, putting pressure on fashion's suppliers. Now, if supply is to keep pace with anticipated renewed demand, brands and retailers should consider focusing on transparency and bolstering strategic partnerships.
This article first appeared in The State of Fashion 2024, an in-depth report on the global fashion industry, co-published by BoF and McKinsey & Company.

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The 10 Themes That Will Define the Fashion Agenda in the Year Ahead

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The 10 themes in The State of Fashion 2024, the authoritative annual report from The Business of Fashion and McKinsey & Company, highlight how leaders can identify growth opportunities even amid a climate of uncertainty and instability.

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Partway through 2023, I caught up with a respected, high-ranking tech writer at another publication. We gossiped and nattered, and, a bit exasperated, empathised with each other: we were run ragged.

The last two years have raised the stakes for what tech journalists do from serving a small niche community to covering stories that have an impact on the wider world. In part, that's due to the increasing importance of technology in our day-to-day lives. It's also down to the characters involved and what's at stake.

Tech journalists have lived on fast-forward since Elon Musk first lodged his bid to take over Twitter - now X - in April 2022. We've been forced to drop everything and respond whenever he posted. And just when things were at their craziest, another paradigm-shifting technology arrived: ChatGPT.

Plenty has happened since then. Like Musk, who planned to ride high with X but almost collapsed it, so too has OpenAI gone from top of the world to near-non-existence. (I recently presented a BBC Radio 4 documentary on 106 hours of chaos at OpenAI.) The world in January 2024 feels totally unlike the one we welcomed in January 2023 as the clock struck midnight. Could you have forecast on 1 January 2023 that OpenAI would depose its CEO, then bring him back after almost all of its employees threatened to quit?

It's foolish, then, to offer predictions about what 2024 will bring. But if I can offer guidance to what could be big stories in the year to come, it would be these ...

In July 2023, Meta quickly launched Threads, its purported X killer, in an attempt to capitalise on a weakness X faced at the time - little did we know then it would be one of many. However, the launch wasn't wholly successful: so quickly did the Instagram parent company roll out its text-based social network, that it couldn't offer the service to European consumers because it feared it would be in breach of EU rules. Shorn of nearly 400 million potential users, Threads looked like a damp squib.

Five months later, Threads finally launched in Europe. The week after - and just seven days before Christmas - the EU launched an investigation into X, for allegedly breaching its laws on hate speech and disinformation. The potential outcome is a ban from operating in Europe. If the tables turn, it could be the decisive blow for Elon Musk and Mark Zuckerberg's battle for supremacy.
Big tech deals will get unwound - or won't happen

Microsoft CEO, Satya Nadella (right), speaks as OpenAI CEO, Sam Altman, looks on during the OpenAI DevDay event in San Francisco, November 2023. Photograph: Justin Sullivan/Getty Images

Mega-mergers were in vogue in the tech sector for a period in 2022 and 2023. But now they're out of fashion, and that could affect the industry in 2024. Just before Christmas, Figma and Adobe abandoned their proposed merger after 15 months of trying to persuade regulators it should go ahead because ... they weren't convinced they could ever win the argument.

Not everyone gives up, however: in October, Microsoft and Activision Blizzard succeeded in appeasing UK regulators the Competition and Markets Authority (CMA). Their $69bn merger will now go ahead. The big deal to look at in 2024 is the partnership between Microsoft and OpenAI, which the CMA said it was investigating for potentially being anti-competitive. We won't have long to wait: the deadline for comments on the partnership falls tomorrow, and we can expect an announcement on whether the CMA wants to take it further shortly.
Cyber-attacks will continue to alarm
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Who'll win the AI race?
Cybercrime costs UK companies £21bn a year, according to a government analysis. And while there haven't been many blockbuster incidents that have bled into the mainstream - perhaps the most notable is the ongoing British Library outage, which is believed to be due to a ransomware attack - it's likely that 2024 will see more high-profile and pernicious incidents occur.

The long year of 2023 was dominated by the multifarious impacts of AI on our lives, and 2024 looks likely to be equally AI-centric. From Google releasing Gemini, its latest state of the art AI model just under a month ago, to the excitement some had when ChatGPT started hallucinating that it has received an upgrade to the ballyhooed GPT-4.5 turbo model just before Christmas, it's clear that the race is still on for AI supremacy.
The metaverse renaissance
OpenAI's stumbles in November - when, lest we forget, it went through three CEOs in a matter of days - have made it less certain that we're all going to live by ChatGPT in the years to come. And there are a raft of exciting open-source models coming up on the rail. Get used to more excitement.

If you believed Mark Zuckerberg, 2022 was meant to be the year of the metaverse - remember, he renamed Facebook to Meta in October 2021, so enamoured was he by the potential of the virtual- and augmented-reality future. Of course, that didn't happen, and the metaverse was eclipsed by AI in 2023. But in 2024, it could re-enter the public consciousness: Apple will be releasing its $3,500 Vision Pro headset some time this year, after announcing it midway through 2023. The smart money is that it will do for the metaverse what the iPhone did for smartphones, and the iPad did for portable tablet computing.

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TechScape: Cybercrime, AI supremacy and the metaverse - the tech stories that will dominate 2024

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From the future of X to Apple's Vision Pro headset, we make a call on the deals, products and technologies that could define this year

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With each passing year, the fashion industry shape-shifts to mimic the zeitgeist. In 2020, fortunate designers across the globe transformed their ateliers into production centers for masks and medical supplies, in response to the onset of the COVID pandemic. The following year, Y2K had its glorious revival, as consumers found comfort in the past while practicing social distancing in the turbulent modern-day. 2022 saw the rise of the "-core," or the widely-popular suffix that allowed TikTok users to turn practically any noun into a niche fashion trend; and thanks to its oversaturation, 2023 was predominantly about paring back, in the wake of quiet luxury.

Now, as 2024 is only days away, fashion's next chapter is just beginning to write itself, and the industry's surroundings are uncertain. To say the least, the world's cultural and sociopolitical climates are tumultuous, and the calls for more sustainable industry practices are louder than ever. Designers know this to be true, and many of their outlooks for next year reflect a unified hunt for authenticity, transparency and necessity. The industry is fatigued by the pursuit of virality, and there's a yearning for a larger spotlight on the fundamentals of true fashion design. In 2024, designers want to push the creative needle forward with caution - to preserve the environment, to make space for up-and-comers and to maintain their individuality.

Below, Hypebeast sat down with 24 designers to understand what the fashion industry can expect in 2024.

Willy Chavarria

How do you hope to see the fashion industry evolve over the next year?

I hope to see our values shift a bit and consume less fashion. I love clothing and I sell clothing, but I intend to focus on smaller collections with heirloom quality so that pieces can be worn for years and for generations. There are so many other ways to enjoy fashion and style without grabbing the latest trend. I hope people buy into value more than trend.

How do you hope to see your creative process evolve over the next year?

I will challenge myself more next year. I will find alternative ways to share my vision that are more dimensional than the past couple of years. I will incorporate more voices into my work.

Is there anything about this year's fashion trends that might contribute to a shift in your thinking for next year?

The trends are evolving. They are maturing. I like that. I just don't want to see anymore irony in fashion. I feel that trend has played itself out.

Colm Dillane, KidSuper

How do you hope to see the fashion industry evolve over the next year?

Well, I'm rooting for a change in how we show love to the up-and-comers. Let's celebrate them on their way up, not just after they hit it big.

How do you hope to see your creative process evolve over the next year?

Honestly, I'm drowning in work. Gotta build a killer team. I want everyone to be on the same wavelength, bouncing ideas off each other like it's a creative party.

In addition to our discussion, Colm expressed concern about the industry's current underappreciation for the dedication and hard work invested in projects. He questions whether, in our contemporary culture, it's more valuable to create a few impactful moments or resort to viral moments for visibility.

"It seems there's a lack of appreciation for the effort people put into their work. It feels like the industry isn't giving props for the grind. In today's culture are we just chasing viral tricks?"

June Ambrose

How do you hope to see the fashion industry evolve over the next year?

I hope that the industry has been listening to the demand for women - women in positions of leadership. There's constant movement in our industry so I expect there to be plenty of opportunities for women to be given creative freedom and appointed as Creative Directors.

How do you hope to see your creative process evolve over the next year?

The new year will bring about new creative opportunities and perspectives. I'm excited to re-package my learnings and expand my process. I think we're at an inception point where there's a huge emphasis on creative freedom, quality, individualism and surrealism. I hope to tap into that with my authentic intelligence.

Is there anything about this year's fashion trends that might contribute to a shift in your thinking for next year?

This year we saw everything with a twist - and I loved it! There's that thirst for individualism, and bringing surrealism into reality. I can appreciate that this generation takes education just as seriously as creativity. I want to take quality fundamentals, fabrics and silhouettes and remix them, allowing for playful interpretation and functionality.

Tommy Hilfiger

How do you hope to see the fashion industry evolve over the next year?

The fashion industry is dynamic, fast-paced and constantly evolving. To stay ahead of the curve, you need to reshape your practices by breaking conventions and embracing the latest trends in technology. We know the future isn't a distant event we have to wait for - it's what we make it today. We've set tangible targets to accelerate circularity and inclusivity, which continue to be part of our brand DNA. While we've made great progress, we know there's a long way to go and we're taking steps every day to create a future of fashion we can be proud of. It's not just about keeping up; it's creating a style narrative that resonates with the ever-shifting tastes and values of communities around the world.

How do you hope to see your creative process evolve over the next year?

We are constantly fine-tuning our creative journey as we listen to our fans - refining collections based on real feedback they bring to the table. Aligning with incredible talent from our F.A.M.E.S network - that's fashion, art, music, entertainment and sport - we continue to experiment and push boundaries through collaboration. Partnering with pioneering creatives, we're constantly looking for ways to infuse our brand with fresh twists and unique perspectives as we ensure we move forward with a dynamic and contemporary approach.

Christa Bösch and Cosima Gadient, Ottolinger

What about the future of fashion excites you the most?

New inventions, new styles ... in short, we love new. And it feels like it's about time for something new to appear!

How will you remain creative?

One of our mums always says "If something bad is happening around you, never give up. It doesn't make the situation better if you give up, and giving up would only let the other side win." So, we are keeping up. We like challenges - and we want to show the best version of ourselves, make the best collection we can and be part of a change.

Nicole McLaughlin

How do you hope to see the fashion industry evolve over the next year?

Circular fashion is a priority for me. Every one of my projects has been an opportunity to bring to life used materials, so I'm just hoping to see a lot more of that within companies that is done in a way that feels impactful and hopefully helps the environment. Multi-functionality, the idea of being able to buy a piece that can do multiple different things or that can be worn many different ways, is also something I love. Vintage, as usual, is a recurring trend every year. I hope to see people find the staples in their closets and realize they just don't need as much as they think they do.

I hope to see the industry narrow down - pinpointing key collaborations and moments that really feel the most impactful.

How do you hope to see your creative process evolve over the next year?

It will be about exploring different avenues. I've been really heavy on footwear this year, and that will definitely continue into 2024. I've gotten really into accessories and hand-making bags, so just exploring that world a little bit more. I'm constantly getting more into homeware, to be honest. I feel like, at some point, the pipeline from fashion and streetwear into homeware makes sense. The idea of turning your surroundings into something as important as your closet is exciting to me.

Stuart Vevers, Coach

How do you hope to see your creative process evolve over the next year?

With every runway and collection, my team and I are continuing to explore and experiment with new ways of designing with circularity in mind. Ideas we use in one season carry over to the next, to be deepened and improved on. Craft is something I'm passionate about and something intrinsic to Coach, and redefining our legacy through this lens of sustainability has also been an enriching practice for me as a designer.

Is there anything about this year's fashion trends that might contribute to a shift in your thinking for next year?

The times that we are living through inspired many of us to pare things back to the essentials. At Coach, I was inspired to explore the heritage that defines us. The result isn't minimalism. It's a gesture towards all the possibilities for self-expression our heritage can inspire. I find this exciting-it's a shift in how I'm thinking about our heritage that I want to continue to evolve and build on next year.

Mike Amiri, AMIRI

How do you hope to see the fashion industry evolve over the next year?

As we go into this next year, there is a feeling that we are at the beginning of a new era. Diverse voices adding to a global spirit of creativity, a refocus on craft and authentic storytelling, deeper conversations on sustainable responsibility, and the explorations of AI and its effect within our industry.

How do you hope to see your creative process evolve over the next year?

Over the last few years, we have transitioned from delivering a few collections a year to a proper global fashion house with international retail stores and sizable runway shows. With that said, the creative process has become an exercise not only in time management but also in refining a language of cohesive brand identity. Growth should never come at the expense of clarity so it's less about designing singular items and more about creating a world.

Teddy Vonranson

How do you hope to see the fashion industry evolve over the next year?

The world is entering a new era, and fashion, like all industries, must adapt. I see a shift towards a more nurturing, female-led energy. The younger generation is more sensitive, intuitive, and discerning in their choices, both emotionally and physically. They seek authenticity and generosity. I'm an eternal optimist and believe that a kinder, more nurturing leadership style is emerging. This is vital in fashion, an industry brimming with creative talent. We must embrace and champion this evolution with a modern approach.

How do you hope to see your creative process evolve over the next year?

As more people engage with my brand, it's crucial to streamline my creative process to focus on other growth areas. Creativity isn't just about the product; it's the starting point. My vision influences many brand aspects, especially customer connection. Modern consumers seek a deep connection with their investments. I'm fortunate to be deeply involved in every step of the creative and product development process, ensuring an intuitive customer experience. As both my brand and I mature, I plan to take more risks, amplify my voice, and sharpen my vision to be recognized as a modern thinker and innovator.

Maxwell Osborne, anOnlyChild

How do you hope to see the fashion industry evolve over the next year?

It's going to keep evolving its inclusivity and creative ways to push the envelope, and I am excited for it.

How do you hope to see your creative process evolve over the next year?

We have been really focused on the textile itself and continuing to improve our search for deadstock fabrics and making them "ours."

Our only shift is presenting the brand in smaller personal formats to go against the idea that we need to turn heads for the sake of it.

Rachel Scott, Diotima

How do you hope to see the fashion industry evolve over the next year?

I hope for the fashion industry to be less rigid and conservative, and for it to create new solutions to the real issues we face rather than sticking to the status quo.

How do you hope to see your creative process evolve over the next year?

I want to push my ideas further, bring myself to places that I don't yet understand, and dwell there until I make sense of it and the ideas take shape in unexpected ways.

Chris Gibbs, UNION LA

How do you hope to see your creative process evolve over the next year?

For me, I am probably going to entertain a barbell approach where on one hand, I will stay close to the ideas and creative process that have gotten me this far. And on the other hand, I am going to start experimenting with entirely new ideas because I have to in order to try and attract a new, younger customer. Because some of the traditional processes most likely aren't going to work, it will give me agency to try something new.

Is there anything about this year's fashion trends that might contribute to a shift in your thinking for next year?

There are two things that come to mind:

One, I find myself more willing to push the envelope with experimentation and I'm less inclined to lean on some of our more tried and proven methods.

Two, I find myself really trying to observe, research, and pattern our fits after the new ways people are wearing clothing. I've historically patterned our looks around this idea that the contemporary look for a man is an oversized top and slimmer bottom (sort of an inverted pyramid). But I am seeing a lot of young people flip that and go slimmer drapage on top and looser, larger silhouettes on the bottom. I will admit, I am quite fond of the former, but I will probably experiment a bit with the latter.

Brendon Babenzien, J. Crew

How do you hope to see the fashion industry evolve over the next year?

I hope the fashion industry becomes more humane and more creative. Truly creative. Human creativity that relies on life experience, connections with others and success and struggle that informs the creative process. We all need to have real things happen to us to draw from and technology is vying to steal those real experiences from us.

How do you hope to see your creative process evolve over the next year?

I hope to achieve an open mindedness that I haven't approached since my youth. Age can dull curiosity. I've worked to rediscover that curiosity which has led to an enthusiasm to create new social connections, a renewed energy for solving social problems through business, and brought a new excitement in the actual design process.

John Geiger

How do you hope to see the fashion industry evolve over the next year?

Luxury is no longer a price point. Luxury is about quality, in my opinion. The world is changing, and the consumer is more educated on product, with a real understanding of the difference of quality versus just expensive. We started my namesake brand based on the "medium," meaning each item I design must meet this medium halfway between two extremes. Also, the future of fashion will incorporate digital, as we have seen in the past years, but I believe in 2024 we will reach new heights.

How do you hope to see your creative process evolve over the next year?

As more and more brands try to move to DTC I am trying to design for retail and DTC. We have had huge success in DTC but for the brand to grow to where it can we will be hitting hand-picked retailers heavily coming this spring.
Is there anything about this year's fashion trends that might contribute to a shift in your thinking for next year?

Death to preorders, as I believe in quality over everything. There is too much uncertainty with quality and delivery times, when people want their items instantly in today's fast-paced world.

Vandy The Pink

How do you hope and/or expect to see the fashion industry evolve over the next year?

I hope that we all continue supporting each other within the industry. We are considered a new brand but there are even newer up and coming brands, so for us to continue to support everyone and help others. We also want to continuously listen and take feedback from our consumers so we can create better products for them. Valuing input and feedback so we can learn and have knowledge of what people want to see.

How do you hope to see your creative process evolve over the next year?

This year, 2023, I had the opportunity to work with amazing creatives in different industries. It was a year where I was able to experience how I can incorporate my work in different spaces. Once a frog in a well that thought the sky is only as big as the top of the well is now a frog who now knows of the ocean, world, space. Try and experience everything, and don't knock it, until you try it. Will continue pushing myself to create in different spaces and not limiting myself to just apparel.

Heiko Desens, PUMA

How do you hope to see the fashion industry evolve over the next year?

I do see that we are at the end of a cycle in fashion regarding retrospective driven looks in apparel. The last decade was all about retro vibes outdoors, varsity in classic sportswear, strong 70s impact on colours, and randomness of mix and match in design of the 90s. I notice a need for a fresher, more moody and tech-driven look, which of course still will be paired with vintage pieces but will ultimately shape a totally new look and vibe.

How do you hope to see your creative process evolve over the next year?

We are experiencing a big impact of AI right now. It has been building up over the last month and in my recent Design Workshop there wasn't hardly a moment without being exposed to content created by AI. On a positive note, the fear of replacing creatives by AI has gone for now, and my design team enjoys the extra tool as a resource to generate options or variations. Ironically, one of the teams refers to AI as the 'design intern'. The development of AI tools is in full swing and accelerating, so we will be watching it and see what future benefits it will bring for us creatives.

Fletcher Kassell, Tanner Fletcher

How do you hope to see the fashion industry evolve over the next year?

I hope that the fashion industry will become more authentic over the next year. Authenticity is one of Tanner Fletcher's biggest values and we always pull from it when designing. We're already seeing this happen amongst consumers but I hope and expect to see more authentic characters coming out of 2024.

This means that less people are trying to fit a mold or some kind of impossible beauty standard. The new beauty standard is self care (mentally and physically), which leads to being the most authentic version of yourself ... I think the power of fashion is starting to be used for good rather than past times where it has felt more about one set of rules and an expression of wealth and status alone rather than self expression, self identity, differentiating oneself and having fun.

How do you hope to see your creative process evolve over the next year?

If Tanner and I are leaders in this wave of authenticity, we must also be true to ourselves and be as authentic as possible. It can be a challenge at times especially in fashion where there is a lot of noise in the industry. I hope my creative process evolves to be a constant reminder of where my light shines the brightest and what makes me completely unique.

Taofeek Abijako, Head of State

How do you hope to see the fashion industry evolve over the next year?

I think consumers are smarter than we think they are. They're seeing through surface level marketing, like influencer product placements and paid ads that don't necessarily align with a brand's value. Consumers will start leaning towards brands who are providing unique and creative ways of engagement - a level of intimacy that makes them feel like a part of something special. This will play a big role in buying behaviors, as consumers become more mindful of how they spend during a looming global economic downturn.

How do you hope to see your creative process evolve over the next year?

Building on the process we've been developing over the past years. As the brand scales, it's very important to be open to other views and perspectives that helps with those blind spots you could easily miss. "It takes a village to raise a kid." The same applies to a brand.

Siying Qu and Haoran Li, Private Policy

How do you hope to see the fashion industry evolve over the next year?

I hope the fashion industry becomes more REAL next year, embracing honesty about our creative process and challenges, whether in business or sustainability. The further economic challenges and AI revolution might push us to prioritize what truly matters.

How do you hope to see your creative process evolve over the next year?

Next year, I aim to have more fun, granting myself the freedom to experiment. I want to dive into unconventional collaborations with musicians, nightclubs, and culture makers across America.

Is there anything about this year's fashion trends that might contribute to a shift in your thinking for next year?

Instead of following color or silhouette trends, I'm focusing on cultural moments for next year. This year's emphasis on Barbie pink reflected a culture for gender freedom, signaling a broader move for fashion to engage with communities and social movements.

Kacey Lynch, Bricks & Wood

How do you hope to see the fashion industry evolve over the next year?

I see the industry evolving in a more conservative way. I think society, the economy and things are just changing fairly rapidly before our eyes. I think it's time for us, the creators and consumers, to start being more mindful of what's being oversaturated.

How do you hope to see your creative process evolve over the next year?

I see my creative process evolving in a very personable and forward way. I think I've always had transparency, but I think when I say forward I mean in a not-so-traditional fashion. Experimenting with different cuts, & trying to create some form of uniqueness to the garment rather than just my own version of the piece.

Christian Juul Nielsen, Aknvas

How do you hope to see the fashion industry evolve over the next year?

Creativity. The most relevant brands at the moment have amazing textures and interesting silhouettes. I hope the focus will come back to quality and great design. Mass production seems less relevant, while interesting quality knits in new stitches and emotional cocktail dresses feel relevant. Elevated day looks will be very influential in 2024.

I dream of a world where accountability is a shared endeavor among designers, buyers, and consumers. While designers carry the ethical responsibility, one I willingly embrace, I also hope for increased accountability from buyers and consumers.

How do you hope to see your creative process evolve over the next year?

The more sources of inspiration you surround yourself with, the further you can push your creativity. This can come from people, images and experiences etc. My goal is to push myself further and add even more creativity to my AKNVAS collections by adding more inspiration to my lifestyle and workspace.

Ji Won Choi

How do you hope to see the fashion industry evolve over the next year?

Sustainability in fashion is becoming more and more of a core topic when producing items, but consumers see a tag in a clothing store that has a "sustainable" label and have no idea what it means, how the item is sustainable, etc. I hope the industry creates more regulations on how brands can market their sustainability. Any brand can slap a sustainable label on a dress and call it sustainable even if 10% of the fabric is made of recycled plastic.

How do you hope to see your creative process evolve over the next year?

I'm ending 2023 with the realization that I don't care about "easy to wear" items, and it makes me happiest to be as creative as I can be. Over the next year I will focus on creative design over easy wearability, and create more custom, one-of-a-kind pieces.

Is there anything about this year's fashion trends that might contribute to a shift in your thinking for next year?

2023 was the year of Sophia Richie and Succession's quiet luxury and I sure am going into 2024 bored of it. I am excited for the return of maximalism, and I am itching to create maximalist looks that are loud and exciting to look at.

Elad & Neta Yam, Urban Sophistication

How do you hope to see the fashion industry evolve over the next year?

We hope to see fashion take a more personal approach this year. We've seen extremely expressive fashion in the past years, but the way it meets you and us remains surface level, distant - whether it's because many of it meets us just as a viral image on social media, or because the garment is not actually wearable. Even with the "quiet luxury" trend, it is more of a facade, a persona you wear. With Urban Sophistication expanding into new categories in 2024, we are looking to create an experience that revolves more about the wearer than the viewer. Fashion that speaks for you, but more importantly - with you.

Saul Nash

How do you hope to see the fashion industry evolve over the next year?

In 2024 I hope fashion will move forward in a conscious and inclusive way. Continuing to nurture an environment which enables designers to produce work that is authentic to them and the people they connect with.

2023 has been a really exciting year creatively for me and it has been great to be able to further tell my brand story through both live shows and film. However, the political and economical instability have been challenging for emerging brands. In 2024 I think it will be really important to keep an open mind and strike a balance to find creative and impactful ways to showcase work and communicate with customers without placing a financial burden on brands.

How do you hope to see your creative process evolve over the next year?

With the expansion of digital technologies and processes in fashion from tools which assist with Pattern cutting to the softwares, which aid in realizing ideas. I want to further work with some of these processes within my brand. It's not an attempt to eliminate manual craftsmanship but I feel like these tools can enhance the precision and accuracy in my work.

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24 Designers on How 2024 Will Shape the Future of Fashion

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24 Designers on How 2024 Will Shape the Future of Fashion: Fashion forces like Mike Amiri, Chris Gibbs, Willy Chavarria, Tommy Hilfiger, Colm Dillane, Nicole McLaughlin and more look ahead to what 2024 will have in store for the industry.

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Addressing the historic exclusion of marginalised people in fashion with access and advice is helping diversity, and brands are jumping on board.

Moving between internships and entry-level jobs in her 20s, Grazia fashion director Kenya Hunt felt isolated. She noticed many of her peers in fashion had networks, but she didn't. "Fashion is so relationship-driven. You have a history of people hiring who they know and no history of hiring from more diverse pools, which contributes to a culture that can feel insular and homogenous," she says. "Sometimes jobs are filled before you even apply."

Hunt founded Room Mentoring for Black, Asian, Muslim and marginalised groups in 2015 to create a formal mentoring programme she says she lacked in her early career. "I had women in my life who acted as unofficial mentors and I felt so indebted to them."

Grassroots organisations like Room Mentoring, Mentoring Matters and Raise Fashion are among a recent wave of mentoring programmes, spurred by Black Lives Matter, that focus on redressing the racial balance in fashion. "We want to make space for candidates from Black, Asian and Minority Ethnic backgrounds that should always have been there," says Mentoring Matters founder Laura Edwards, a design director who has worked with Christopher Kane and Alexander McQueen.

Designed to foster personal relationships between individual mentors and mentees who may not ordinarily meet or work together, the organisations aim to help marginalised groups succeed in fashion. Mark Kaplan, chief diversity and inclusion officer for The Dagoba Group Consultancy, accredits the recent rise of structured mentorship programmes to fashion's new focus on systemic actions to address racial inequality. He says they address systemic bias by removing the affinity bias at play in less formal mentoring relationships. But to reach their potential, these programmes need brand buy-in to penetrate internal working relationships. Some are launching initiatives of their own.

The biggest deficits Black people in fashion face are access, mentorship, capital and visibility, according to Brandice Daniel, founder of New York-based Harlem's Fashion Row. "Any brand or retailer wanting to help needs those four components to be included. It's not a quick fix. Make a commitment on a par with the amount of time Black designers have been locked out of the industry."

Building personal support networks

Both Room and Mentoring Matters offer professional advice through one-on-one sessions, with occasional guest speakers. Mentoring Matters now has 34 mentors and 60 mentees, aged between 18 and 27, and a waiting list of 400. Due to Covid-19, these sessions take place over Zoom; Room has added more group sessions for emotional support as job offers dry up and workplace racism is called out. With interest growing since June, Hunt has also created formal sub-groups for specific job roles, alongside written resources about mechanisms that silently reinforce racism, like pay rates and contracts.

Hikmat Mohammed, fashion features assistant at The Telegraph, who joined Room when he worked with Hunt at Elle, says it offers a safe space outside of work and a feeling of community. "It has been really helpful during Covid-19. A lot of people were calling out their workplaces and needed an outside perspective," says designer Bianca Saunders, who just became a mentor for the first time with Room Mentoring, and has been a mentee since 2018. "I love seeing our mentees lift as they climb," says Hunt.

Stylist Francesca Burns was introduced to Mentoring Matters through a friend, fashion editor Julia Sarr-Jamois. She hopes to help her mentees into paid roles, overcoming the early career barriers created by unpaid internships. "Being able to work for free is a privilege. It is also exploitation and to truly build equal opportunity you have to value every person on your team regardless of their background or experience," she says.

Rebecca Osei-Baidoo, who has worked as a buyer for Selfridges, Tsum and Browns Fashion, has two mentees at the organisation. "Fashion isn't as transparent as other industries, so it's not always obvious what roles are available," she says. She wishes something like this had existed when she entered the industry. "I'm mixed race. When I started, there was no-one that looked like me in senior positions."

Financial support makes mentoring actionable

Beyond individual mentors, Mentoring Matters is working to establish brand partnerships, coupling their own aims with businesses intent on diversifying their workforce. Bleach London and London-based designer Molly Goddard have signed up. "It is easy to take the knowledge and confidence you have a few years into your career for granted," says Goddard, who is offering a three-month internship in either sales and marketing or production and development, paid at the London Living Wage. Those departments were chosen specifically to offer experiences that entail technical skills without requiring fixed prior experience or a fashion education.

Other brands are starting internal schemes. Peter Baldaszti, CEO of Budapest-based brand Nanushka, says mentoring provided a way for the brand to diversify and educate its team while promoting inclusion and offering financial support. At present, over 90 per cent of its team is white. Through its inaugural mentoring programme, two winning applicants will have their designs produced as part of Nanushka's Autumn/Winter 2021 collection and will receive 20 per cent of the resulting sales. While the sales figures are difficult to predict, Baldaszti estimates that each mentee could receive between £1,000 and £10,000. "We hope they can use this money for further study or to start their own business," says founder Sandra Sandor.

Harlem's Fashion Row's Daniel acted as an advisor on Elevate, a new incubation programme developed by personal styling with e-commerce platform Stitch Fix. While several retailers have signed up for initiatives such as the 15 Percent Pledge, the Federal Reserve Bank of New York announced in August that Black-owned businesses were twice as likely to shutter due to Covid-19. Elevate hopes to address that, offering five Black, Indigenous and People of Colour (BIPOC) entrepreneurs a $25,000 grant, access to Stitch Fix data tools, ongoing support from the algorithms team, amplification on Stitch Fix marketing channels and the chance to be sold on Stitch Fix alongside mentoring.

Daniel says the funding is crucial to amplify the impact of mentoring, although this applies more to entrepreneurs than individuals. "Black designers, like most Black entrepreneurs, have been so grossly underfunded," she explains. "If a designer doesn't have the finances to execute the plan you help them put in place, you haven't made any real progress."

Mentoring as part of a broader diversity and inclusion strategy

As well as embracing mentoring, Edwards of Mentoring Matters would like to see businesses reflect on their internal culture and address the barriers to long-term inclusion. "Why aren't people being promoted into executive positions, what is the ethnicity breakdown in your company and, if people of colour aren't applying for roles with you, then why don't they see your business as a good opportunity or choice for them?" she asks. "We need accountability now."

"It's easier to measure the impact of formal mentoring than informal," adds Dagoba's Kaplan, who adds brands' focus should be on helping all staff, particularly leaders and managers, to build relationships across differences and create development opportunities.

Several major fashion brands have partnered with Hive Diversity, a new app hoping to diversify the recruitment process and provide applicants with workplace inclusion training in tandem. The goal is to build an inclusive space by working with the recruitment partner, according to Jaryn Bloom, group president at Michael Kors. At Steve Madden, connecting with diverse candidates is one piece of a broader inclusion strategy, says group president Liz Rodbell, that includes mentorship, a diversity council and employee resource groups designed to retain diverse talent once hired.

"Change requires skill development across the organisation, not just the excluded groups," says Kaplan. "The biggest mistake is not to have mentoring be part of a larger strategy."

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More from this author:
The UK watchdog is tackling greenwashing. Will others? A new movement to reduce the hidden environmental cost of clothing care Allbirds: Does the world need another T-shirt?

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Addressing the historic exclusion of marginalised people in fashion with access and advice is helping diversity, and brands are jumping on board.

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Lead the development and execution of comprehensive brand research for the strategies, ensuring alignment with the company's objectives.

Conduct research into consumer trends to identify new opportunities for brand growth and differentiation.

Maintain brand image and integrate across all channels and platforms

Monitor and evaluate performances metrics i.e sales volume, customer perception and interactions and provide insight for improvement.

Oversee event planning, collaborations, partnerships in arms to raise brand awareness

Work with stakeholders

Ensure alignment across al departments

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In this self-reflection, I critically analyse my role as a professional consultant during the marketing consulting process. The ability to assess and reflect on actions is crucial for continuous improvement and successful project outcomes. I use Kolb's Experiential Learning Model to analyse the dynamics, challenges, and successes in our recent group project, drawing connections to theoretical concepts and formulating actionable insights for future engagements.

Our group project began by researching into possible micro influencers to incorporate into the marketing campaign for Private White V.C. This was the first example of a heterogenous dynamics benefitting our progress as I am less knowledgeable to influencers within this sphere, but my teammate had many suggestions which benefitted our decision making process. I recognised early on in the project that although working independently feels easier, having fresh insights while working in a group is a great chance to develop knowledge from our peers and develop nuances perspectives.

We devised a plan to work on parts of the consultancy project for PWVC independently and then meet to discuss our progress. We also collected primary data for the research section.

We faced challenges with attendance; personal commitments and problems came into effect, so the meeting schedules weren’t perfect however we communicated well through Wattsapp to establish linear working goals. This established our capability within teambuilding and decision making early on.

We utilised models such as SWOT, PESTLE, Porters 5 forces, 5C’s to create a deeper and thorough gathering of research on our brand in preparation for the tailored marketing campaign. These methods allowed me to systematically assess the external and internal factors affecting the marketing strategy. This comprehensive approach enabled a nuanced understanding of the client's position in the market and contributed to the development of targeted recommendations.

We noted that our combined disadvantages as a group were procrastination and taking on unmanageable workloads. We attempted to combat this by creating a schedule for our meet ups to contribute to the work, which would allow us to spread the amount evenly. Unfortunately, I have issues with anxiety which sometimes impacted my ability to be entirely mentally present during group sessions as we would meet in crowded, loud areas. However, one of my other goals for this project was to try things outside of my comfort zone, so I persevered. I’m proud of myself for managing this although my mental health was not good during this period I continued to work successfully and not impact my teammates abilities to continue with the project.

Upon reflecting on this experience, I have noted that open communication with team mates should sometimes include uncomfortable conversations, for example ones discussing mental health. If I had been more honest with my group, I believe I would not have been as stressed during this project as the situation would’ve been adapted to ensure I felt comfortable.

This collaborative project provided valuable insights into teamwork, communication, and adaptability. I now acknowledge the significance of ongoing reflection and enhancement within group settings. In future projects, I plan to implement regular check-ins and clearer communication channels to prevent misunderstandings. I also aim to actively seek and provide feedback to improve the overall team dynamic.

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A weakness of mine is my short attention span. To challenge and improve this I will consider implementing time-management techniques such as the Pomodoro technique to promote sustained concentration. Gupda (2022).