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Fashion news, analysis and advice from the leading digital authority on the global fashion industry.

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Missions

Support to report our competitor's new products' launch, service, and marketing activities through desk research

Develop a query to extract social listening date to analyze luxury consumer voice.

Translate Japanese into English to help developing a report.

Manage and maintain a social media account across IG, Tiktok and X

Meeting Arrangements.

Requirements

Native Japanese, Fluent in English.

Holding an appropriate Working Visa in case of non-Japanese nationality.

Familiar with Excel, PowerPoint.

Data analysis capabilities.

Strong interest in luxury personal goods.

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Apply now at Vogue Business Talent for the Intern role at Chanel in Tokyo

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Our vision is to establish HUGO BOSS as the leading premium tech-driven fashion platform worldwide and to be one of the top 100 global brands. At HUGO BOSS, we work as a team to apply our knowledge, skills and experience together and create a diversity of ideas and solutions. What unites us? We love fashion, we change fashion!

At HUGO BOSS, you have the opportunity to contribute your personality, ideas and creativity - because only when we break new ground together can we create something unique. Become part of our team of more than 17.000 employees worldwide and shape your future at HUGO BOSS!
What you can expect:

Planning, implementation and controls of overarching Global Marketing Strategy (Central & Markets)

Orchestrate the design of the HUGO and BOSS marketing plan in line with overall HUGO BOSS strategy and oversee its day-to-day implementation aligned with business targets

Lead all aspects of HUGO BOSS Marketing project planning, performance, and prioritization, including end-to-end project budget responsibility for major brand initiatives (Campaign, Fashion Shows)

Create marketing project timelines, processes and objectives that aligns with the overall Marketing direction and business goals. Determine the tasks, dependencies, and resources needed to complete each phase and assign tasks to the right team members

Ensure tasks get done on time to meet milestone deadlines and stay within budget, manage conflicts and risks that can affect deadlines and communicate adjustements based on run-time changes and contingencies

Secure Market & Central Team alignment, process and resources optimization (guidelines & targets) and ensure all marketing assets are on-brand and aligned with the global business strategy. Perform research to assess the success of specific efforts and adjusting the plans accordingly

Set project budget planning and tracking, including P/L control. Define reporting target framework, closely monitor performance accross all channels and adjust strategy and processes based on learnings

Work in unison with the BOSS and HUGO Brand Marketing teams, the global Marketing Shared services and local Marketing teams. Close interaction with senior Marketing leaders, Business Units, Consumcer insights and other internal / external stakeholders to turn strategy into action

Your profile:

Successfully completed master's degree or an equivalent

Minimum of 5 years of experience in Marketing and international project management (Fashion or Lifestyle brand company or agency)

Strong communication and presentation skills and exhibit confidence when cooperating with colleagues and management throughout all levels of the company hierarchy. Fluent in English (verbal and written), with proficiency in one or more European languages being desirable

Excellent project management, analytical and problem-solving skills to deliver high quality results in defined timeframe

High level of organisation, leadership and decision-making skills to set right priorities and adjust resources if needed

Agile mindset, intercultural competence and comfortable to work under pressure in a complex and fast-changing environment

Profound industry and market knowledge #LI-JW2

Your benefits:

Made for Me: three days in Metzingen and two days working remotely. Our hybrid working model "Threedom of work" is as individual as your personal needs.

Sustainability is one of our key values, and more than just a trend. We are committed to environmental, animal and climate protection, and human rights.

Does innovation drive you? Same for us! We have digitized most of our workflows and almost fully automated our logistics centres.

Exclusive discounts for shopping and arts: benefit from discounts for family and friends along with free entrance to more than 15 international art museums.

High-performing people need a healthy balance. Take advantage of the employee gym, the beach volleyball field or yoga classes on the rooftop terrace.

As a fashion company, we value good taste in everything - including food. Welcome to our own restaurant and café, Times.

We are a global company with our employees representative of the world at large. Our inclusive culture embraces each person's authenticity and individuality. We are committed to equal employment opportunity. And we believe our equitable work environment helps unleash your full potential and inspires you to thrive.

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Senior Manager Global Marketing Planning & Projects (m/f/d) - City, Germany job with Hugo Boss | 257147

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Our vision is to establish HUGO BOSS as the leading premium tech-driven fashion platform worldwide and to be one of the top 100 global brands. At H...

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Discover the most relevant industry news and insights for fashion PR & communications professionals, updated each month to enable you to excel in job interviews, promotion conversations or perform better in the workplace by increasing your market awareness and emulating market leaders.

BoF Careers distils business intelligence from across the breadth of our content - editorial briefings, newsletters, case studies, podcasts and events - to deliver key takeaways and learnings tailored to your job function, listed alongside a selection of the most exciting live jobs advertised by BoF Careers partners.
Key articles and need-to-know insights for PR & communications professionals today:
This year's Super Bowl shaped up to be the sport's glow-up moment. Boss released a capsule collection with the NFL. Commercial breaks were stuffed with ads for E.l.f., Cerave and other beauty brands (at $7 million for a 30-second spot). Taylor Swift is at the forefront of a WAG renaissance, as athletes' partners prove to be the perfect vectors for brands looking to connect with football fans. Usher, this year's halftime act, was all over Paris Fashion Week last fall and is fronting Skims' latest men's campaign. Brands are even setting up gifting suites, as they would at a red carpet event.

The payoff from successfully meeting the cultural moment can be huge. E.l.f.'s Super Bowl ad last year starring Jennifer Coolidge was a masterstroke, with an afterlife on social media and broadcast television long beyond the big game. E.l.f. can probably credit some of its stunning 85 percent growth last quarter to its big marketing swing. When Rihanna wore the MM6 Maison Margiela X Salomon Cross Low sneakers during her halftime performance last year, it cemented the trail running shoe's ascension from niche sporting gear to a crossover hit.
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The future was what the ever-prescient Jonathan Anderson was talking about while he ruminated on nostalgia after his show on Sunday. Kate Bush topping charts with a 40-year-old song, Tracey Chapman rocking the Grammies... Anderson marvelled at "young people discovering nostalgia, glorifying it." [...] The [JW Anderson] show's cosy focus on ageing residents in a village in Yorkshire, in the north of England, was reflected in the curly grey wig hats sported by Anderson's models (the veritable duplicate of a mumsy perm). The clumsy chunk of Brobdingnagian cable knits also suggested a weird cosiness.

You got the feeling after the Burberry show on Monday night that anything of the good old days would suit the brand just fine right now. "Burberry is one of the names most talked about in the world of fashion," designer Daniel Lee gamely offered backstage, but it's hardly for the right reasons. The new strategy hasn't taken, so Lee is now faced with the considerable challenge of making it right. [...] He opted for broad-shouldered, high-collared, hawkish outerwear with chunky bags and footwear to match. Hard reassurance for hard times.
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"Make America Ferrera Again." In 2016, when Rebecca Minkoff debuted a T-shirt emblazoned with that phrase - a play on America Ferrera's name and Donald Trump's slogan - it "didn't feel like a risk," the designer said. The actress and designer posed in the tees at Minkoff's Manhattan boutique; Allure dubbed the collaboration "amazing" in an October 2016 headline. Needless to say, Minkoff isn't planning any Trump-themed novelty T-shirts this year.

As the presidential primaries ramp up - or more likely, wind down after Trump's thumping of his opponents in the Iowa caucuses in January - Minkoff isn't the only one inside the fashion industry who plans to tread gingerly around politics this time around. Politically outspoken designers like Minkoff and corporate behemoths like Nike have for years used progressive stances on hot-button issues to connect with consumers. But a conservative backlash and signs of audience fatigue around such messaging has raised the risk for engaging with topics like inclusivity, climate change and LGBTQ rights.
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Glenn Martens opened Diesel up to the world before his latest show: 72 hours of live streaming every last detail about the preparation of a fashion show, complete transparency in an industry which prefers a veil over its activities. For the show itself, Dieselettes around the world were invited to join online; a thousand people signed up within a minute. Under Martens' unique and unyielding vision, Diesel has finally begun to click with the universe. Parent entity OTB Group confirmed as much in releasing 2023 results in February. [...] But the takeaway from the collection was a new level of construction rather than destruction, of finery tailored from tatters.

Kim Jones has already felt the warmth of that moment when you can move the dial for the whole industry with the fusion of street and salon which originally launched him as a menswear designer. His tenure at Fendi's womenswear has been marked by sober restraint, lean, elegant, untroubled, with the emphasis on silhouette and fabrication. Maybe too tentative, it was almost like he was over-emphasising his maturity as a designer. And yet there have always been swirls and eddies running under his collections for Fendi, and it might have been the surfacing of those that gave the kick to [this season's] show that made it his best yet for the brand.
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5. The Football Team That Finally Got Fashion Right
When AC Milan took the field this month in its home game against Napoli - a clash of two of Italy's most historic football clubs - the Milanese team donned blacked-out jerseys designed by Los Angeles streetwear brand Pleasures. [...] The initial launch of the collaboration, when jerseys went on sale for fans, was AC Milan's most successful day in terms of e-commerce sales, up 69 percent above its last record, according to the team. The $180 cream-coloured version of the jersey proved to be the biggest hit and has become an all-time bestseller, now trading on StockX for as much as $290.
Related Jobs:
The Pleasures tie-up may have been a surprise to traditional football fans, but it was by no means an accident. AC Milan has pursued a number of partnerships - including tapping Off-White as its official "style and culture curator" - since its $1.2 billion acquisition by US investment firm RedBird Capital Partners in August 2022. Under new ownership, the team has positioned itself as not only a football club but a lifestyle brand, creating new revenue streams through thoughtfully designed merch that goes beyond one-off collaborations.

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Characterised by animal prints, heavy gold jewellery, glossy leather trousers, perfectly coiffed hair and, of course, a massive fur coat, the "mob wife" trend has already racked up over 127 million views on TikTok, according to Trendalytics. On TikTok, trends can rise - and then fall - in a matter of weeks, if not days, and "mob wife" is no exception. While weekly searches have grown by 21.3 percent year-over-year, Trendalytics anticipates this fad to be short-lived, with an arc of roughly six months.
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Anticipating and preparing for these viral moments can be challenging for brands that don't already have corresponding products in their assortment - because fickle consumers are itching to hop on the bandwagon, selling products on a preorder model won't work, said Mandy Lee, a trend analyst and forecaster.

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Rihanna became Dior's first Black ambassador in 2015, starring in a blockbuster accessories campaign for the brand, also shot by Klein and set in Versailles, that year. The partnership - which coincided with major brand projects including the "Dior & Me" documentary and the "Designer of Dreams" fashion retrospective - helped anchor Dior's cultural relevance as it navigated its second designer transition in less than 5 years.
Related Jobs:
As interest in luxury brands cools following a multi-year boom for the segment, fashion's biggest names are accelerating efforts to stay in the cultural spotlight through brand ambassadorships that help reach an audience beyond fashion. [...] Renewing its ties with Rihanna would be a boon to Dior, as the singer has long managed to cultivate both mainstream recognition and high-fashion clout. Her appearance at the brand's January haute couture show alone generated press and social media visibility worth an estimated $9.3 million, according to consultancy Launchmetrics.

Social & Community Manager, Desmond & Dempsey - London, United Kingdom

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According to an analysis by Edited for The Business of Fashion, the number of marketing emails from US retailers explicitly mentioning Black History Month have been trending downward since an initial spike in 2021, the first observation following the murder of George Floyd. They fell 38 percent from 2021 to 2022 between the months of January and February, and 40 percent again from 2022 to 2023 during the same period. February 2024 is on track to continue the trend: Of the 726 US retailers Edited tracked, only 51 sent emails mentioning Black History Month.

To their consumers and employees alike, how brands' recognise (or don't) Black History Month is an extension of their broader commitment to DEI. Complete silence - especially from brands that enthusiastically joined the DEI fray in 2020 - sends the message that companies' don't value their Black consumers and staffers and that companies' aren't serious about advancing diversity.

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What Fashion PR & Communications Professionals Need to Know Today

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This month, BoF Careers provides essential sector insights to help PR & communications professionals decode fashion's creative landscape.

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BoF's Marc Bain and Daniel-Yaw Miller unpack the findings from our case studyFashion's New Rules For Sports Marketing.

Created by BoF's journalists and editors, in conjunction with our wider network of leading fashion creatives, thought-leaders, and innovators, Masterclasses are in-depth webinars with supporting resources, designed to deliver key learning outcomes on critical industry topics.

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BoF Masterclass | Fashion's New Rules For Sports Marketing

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Join us for a BoF Professional Masterclass that explores the topic in our latest Case Study, "Fashion's New Rules For Sports Marketing."

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The Vogue Business Beauty Trend Tracker, produced in collaboration with Spate, tracks the top five brands, trends and ingredients that are driving the most significant positive change in year-on-year growth that have also demonstrated consistent upward growth historically. Each week, we'll spotlight a different beauty category.

The growth in searches for aviclear laser suggests consumers are interested in intensive treatments that provide long-lasting effects. The popularity of milky toners and growing searches for skin flooding reflects an increased focus on intensive hydration. The sustained demand for star pimple patches indicates a continued emphasis on targeted and effective acne treatments, feeding into a desire for innovative yet practical solutions that make skincare a little more fun. The interest in water-based cleansers signals a preference for lightweight and refreshing formulas.

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Vogue Business brings you weekly exclusive data from Spate tracking historic growth across brands, trends and ingredients. Stay tuned as we spotlight a different beauty category each week.

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Each month, our interactive Meet The Editor get-togethers bring you unparalleled access to senior Vogue figures, helping you get to know them-and their creative inspirations-better. Want to know what it takes to be a Vogue model? Don't miss your chance to get involved: Put your questions to Rosie Vogel-Eades, Global Director of Talent and Casting using the button below.

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Created by BoF's journalists and editors, in conjunction with our wider network of leading fashion creatives, thought-leaders, and innovators, Masterclasses are in-depth webinars with supporting resources, designed to deliver key learning outcomes on critical industry topics.
After a performance marketing boom in the 2010s, marketers are recalibrating their strategies (and budgets) to focus once again on brand marketing, or the long-term efforts to build a brand identity. Though brand marketing cannot be as easily linked to purchases, brands that are able to nail their brand marketing strategies will be better off in the end, developing loyal customer bases who will evangelise their company.
Watch on demand here:
"When you think about building loyalty and consistent relationships with customers over time, when you want to experiment or grow into other categories, there's a permission when [consumers] understand you at a different level, because you're building a brand around more than a product," said Tiffany Rolfe, the chief creative officer of advertising agency R/GA.

On the latest BoF LIVE, BoF news and features editor Diana Pearl was joined by Rolfe, Nell Diamond, the founder and CEO of Hill House Home and Jon Haber, founder of creative agency Giant Spoon, to discuss the importance of brand identity and how brands can build a brand marketing strategy.

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BoF Masterclass | The Essential Brand Marketing Guide

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Join us for a BoF Professional Masterclass that explores the topic in our latest Case Study, "The Essential Brand Marketing Guide."

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Created by BoF's journalists and editors, in conjunction with our wider network of leading fashion creatives, thought-leaders, and innovators, Watch on demand here: Masterclasses are in-depth webinars with supporting resources, designed to deliver key learning outcomes on critical industry topics.
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Background:

Not so long ago, global luxury brands and retailers primarily focused on courting Chinese customers while travelling abroad, visiting flagships in New York, Paris and other fashion hot spots. No longer. As a new report from BoF Insights - Dynamic Journeys: China's Luxury Shoppers at Home and Abroad - shows, a growing amount of Chinese luxury spend is taking place locally.

It's a shift that is explored in this BoF Masterclass episode, featuring Amanda Bacal, senior vice president of marketing at Joor; Prudence Grace Lai, senior analyst at Euromonitor International; and Iris Chan, partner and head of international client development at Digital Luxury Group, in conversation with report co-authors, BoF Insights' director of research and analysis Diana Lee and senior research lead Benjamin Schneider.

Key Insights:

Local destinations are increasingly attractive for Chinese luxury shoppers, including Hainan - the island was the top choice among respondents to a survey conducted for the Insights report about domestic travel plans in the year ahead. Domestic duty-free is considered to be an important vehicle to boost domestic consumption in China, "Typically, Chinese customers shop for luxury in other markets because of two key reasons - price disparity and authenticity. With the price harmonisation strategy [as part of government policies spurring duty-free retail], many Chinese are happy to stay shopping domestically, especially in Hainan," explained Euromonitor's Lai.

Unlike previously, China's luxury spending will not be driven by the middle-class, said Digital Luxury Group's Chan. "Now you have these high-net-worths that are keeping that flow of luxury spend going and you really do see that reflected in the retail spaces. When you go to the luxury malls, there are now dedicated spaces just for VICs, VIPs."

The value of domestic transactions is rising, according to Joor's Bacal. "The average price point that's being bought by Chinese retailers has gone up by about 40 percent, and that's from a base that's already higher than the global average," she said.

"With the pandemic, [the focus on] domestic luxury spending has increased assortments," said Digital Luxury Group's Chan. "The range of products that are coming into China for the Chinese consumer is not limited. [Brands are] really starting to offer all the pieces of a product line with them."

Whether at home or abroad, gold-plated customer service is table stakes for global luxury players, according to Joor's Bacal. "Definitely look at [delivering an] exceptional in-store experience, as that has become the expectation of the [Chinese] customer," she said.

Additional Resources:

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BoF Masterclass | Dynamic Journeys: China's Luxury Shoppers at Home and Abroad

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This Masterclass explores how global luxury brands and retailers can adapt to China's shifting shopping landscape.

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Public relations has gone from a behind-the-scenes practice to content fodder.

Scroll TikTok after a big celebrity scandal or a botched product launch, and chances are you'll come across a creator explaining why the bad news broke at 5 p.m. on a Friday (usually the time of week when the fewest people are paying attention), the art of the non-denial denial or the telltale signs of a staged paparazzi shot.

According to Molly McPherson, a crisis communications veteran who lifts the veil on the motivations behind high-profile PR decisions for her 450,000 followers, there's always been a curiosity that propels people to want to decipher the words and actions of brands and public figures. Before TikTok, there just wasn't an easy way to get a crash course in communications strategy. Now, creators like McPherson are providing it online.

As consumers get wise to the best tricks, the layer of privacy and protection that traditional PR has long provided has begun to fade. Brands and influencers are rethinking how they market their products and respond to scandals. "Spin" is out, "transparency" is in.

"We've had years of publicists using various forms of optics, whether it's paparazzi or video in lieu of official statements. People are wise to that, they've just become smarter over the years," said McPherson. "If someone isn't transparent, it's so blatantly obvious that people can really sniff it out."

Brands aren't exactly practising radical honesty at all times. But they're more careful to at least sound like they're levelling with their customers. That means showing more of the inner workings of how clothes are made, and crafting a less-curated, unairbrushed image in marketing. And when something does go wrong, better to admit guilt, promise to do better and move on, rather than try to sweep problems under the rug.

Because if users do catch wind of an attempted coverup - or creators like McPherson put them onto some less-than-transparent tactics - the consequences can be instant and devastating. Look at Target, which found itself at the centre of right-wing ire after conservative commentators responded negatively to its Pride Month apparel collection online. The brand backtracked, removing some of the merchandise to appease that audience, which then upset those on the left. By trying to spin the situation to appease one audience, Target ended up losing both, because the pivot felt disingenuous - the kiss of death in the world of TikTok PR commentary.

"TikTok is a super powerful, high reward tool for brands ... but there is also high risk in viral exposure," said Allison Katz, president at public relations agency The Krupp Group. "Brands need to make sure they are able to stand by the claims that they're making. It's really important for [PRs] to hone the messaging and hold brands accountable for what they're selling."

Scepticism and Savvy

Influencers were some of the first to show consumers how the PR sausage is made. Pre-Instagram, fashion editors had closets full of gifted clothes and accessories, but rarely talked to strangers about it. Now, internet personalities candidly share their "PR hauls" in get ready with me videos and post-event Stories and TikToks.

But while that content will get a brand's products in front of a consumer, it also lays bare the transactional relationship. Is that influencer wearing that dress because they love it, or they loved getting it for free?

"The average consumer definitely knows more about how products are being placed in front of them, so it's harder now for brands to reach their consumer or in an organic way," said Janie Karas, the co-founder and managing director of Gen-Z-focussed influencer agency 28 Row. "This generation of social media users can smell an ad from a mile away."

Journalists and seasoned professionals like McPherson take it a step further, diving into the thought process and likely motivations behind celebrity PR moves, such as actress Sophie Turner's decision to employ a "quiet PR strategy" in the wake of the announcement of her divorce from Joe Jonas. Then there's the army of internet sleuths with homegrown investigative skills and the ability to instantly publicise their findings. When Balenciaga was facing a slew of negative attention in late 2022 when critics accused the luxury label of sexualising children in an ad campaign, its woes were made worse when users online discovered that stray papers pictured in the shoot were actually printouts of a legal document from a US Supreme Court decision on child pornography laws.

"If someone isn't transparent, it's so blatantly obvious that people can really sniff it out."

Still, there's plenty of TikTok personalities whose videos "decode" communications strategies without formal experience in PR. And while some have developed an understanding of the space, other users will "make judgments without necessarily being aware of all of the levers that are being pulled," said Maura Brannigan, head of content at public relations firm Jennifer Bett Communications and editor-at-large at Fashionista, leading to inaccurate accusations. To combat that reality, brands should be straightforward and build that trust with consumers directly, leaving less room for social media sleuths to pick them apart.

And if your brand makes a mistake, own it, don't try to hide it.

"The way to eliminate and diminish that type of backlash is to become comfortable with vulnerability," said McPherson. "Vulnerability is perceived to be an exposure to weakness, but it's actually an exposure to truth. It makes people understand and empathise with you better, and then, they're less likely to destroy you."

For example, when Gucci received backlash for selling a sweater that people online claimed made the wearer look like they were in Blackface, the brand apologised and immediately stopped selling the sweater, and in doing so, avoided lasting brand damage. By contrast, Dolce & Gabbana is still recovering from a 2018 controversy over a campaign that was criticised as racist to Chinese people after private messages from co-founder Stefano Gabbana defending the campaign were leaked.

Tell the Truth

Authenticity may be a marketing buzzword, but there's a reason for its omnipresence: Consumers care more about transparency - and they can tell when a brand isn't. PR has evolved to be less about creating spin and more about figuring out how to craft an honest message, according to McPherson.

"Denial is next to impossible to get through unscathed," said McPherson. "Now, everybody can investigate, and someone will find you out. Even if they don't have the proof, they're going to comment about why they think that you're not telling the truth.'"

Shein's influencer trip debacle earlier this year is an example: The brand flew a group of influencers to tour one of its factories in Guangzhou, China, in hopes of quieting chatter that the brand uses less-than-ethical manufacturing processes. But consumers didn't buy the claims because there have been numerous reports of labour abuses at Shein. Ultimately, the trip not only didn't help the brand achieve its original goal, but may have created further consumer distrust.

Some brands are using TikTokkers' willingness to offer opinions on their activities to their advantage. Activewear brand Halara, for example, uses TikTok as a tool to ask customers about design choices and preferences. Halara's global brand president Gabby Hirata said that the company is able to use the platform to "almost reverse engineer Halara's identity," where it begins with the customer and trickles up to the brand, rather than the other way around.

Now, people want to be a part of the dialogue around their favourite brands, and they don't need permission to do so. With just a few taps on their phone, any average social media user can essentially become a brand ambassador, whether brands want them to be or not.

Just look at Djerf Avenue, the apparel brand from Swedish influencer Matilda Djerf, which came under fire last month for removing videos that discussed "dupes" of the brand's products. Creators who had their videos taken down spoke out, arguing that they had claimed in their videos that the dupes didn't measure up - and were upset that the brand would take such action against small creators. Some even shared the emails the brand's legal team sent them on TikTok. In doing this, Djerf Avenue created a viral swarm that was arguably more damaging than the original videos were. (The brand said that it has instructed its intellectual property firm to stop reporting individual accounts and focus on third-party sellers of "dupe" items.)

Rather than try to quiet the chatter, experts say, brands should understand its inevitable - and work with consumers to guide the conversation, rather than attempt to control it.

"You need to trust your consumer base, and if they are providing you with criticism in any form, whether you deem it valid or not, they're still your customer, and it's incredibly important to listen to them," said Brannigan.

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Spin doctors and amateur sleuths relish in revealing the tricks of the trade on social media. As a result, today's consumers are savvier about spin than ever, forcing brands to change tactics.

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Vogue Business Membership | Make better business decisions

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Vogue Business Make Better Business Decisions Vogue Business membership provides the most authoritative global reporting, analysis, in-person and virtual events, and actionable data and insights to the fashion, beauty and luxury community.

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The nine Belbin Team Roles; their strengths and weaknesses, and how to use the nine Belbin Team Roles when working with a team. To find out your Belbin Team Role profile you need to complete the Belbin Self-Perception Inventory and ask for feedback from those you work with. This generates a Belbin Team Role Report which can be use in a myriad of ways.

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The Driscoll model of reflection is one of the simplest models you will come across. It was developed by Driscoll in 1994, 2004 and 2007. Driscoll studied the three stem questions which were initially asked by Terry Boston in 1970, they were:

Driscoll connected these three stem questions to the stages of an experience learning cycle, and then added trigger questions that must be answered to complete the reflection cycle. The three questions were developed in 1994, 2000 and 2007. The John Driscoll Model of Reflection is one of the simplest models of reflection.

By answering these three questions, you can start to analyse experiences and learn from these. First, it's important to describe what the situation or experience was like. The context is essential. This gives the user a more complete idea of what is going on. This is achieved by thinking about the 'what' question? What was learnt from the experience? The last phase encourages the user to think about the action that is taken as a result of the reflection. Should behaviour be changed? Must something new be introduced? Or is the status quo sufficiently positive, which means no changes are needed?

What are the steps of Driscoll model of reflection?

Step 1: what?

To complete the first step of the structured reflection, the following questions must be answered:

Briefly describe the experience/situation/incident you will be reflecting on

What exactly happened?

What exactly did you do?

Was someone else involved?

Was it a good experience? Or bad? Or both? And why?

Step 2: so what?

To complete the second step of the structured reflection, the following questions must be answered:

How did you feel at that specific moment?

How you react?

Why did you react this way?

Did you feel the same about the situation then as you do now?

Were you experiencing a conflict with your personal values?

Do you think past situations have influenced your experience during this situation?

Who else was involved? How did they feel? And how did they react? And why did they react this way?

Step 3: now what?

To complete the third step of the structured reflection, the following questions must be answered:

What have you learnt from reflecting on this situation/experience/incident?

Could you have prevented negative outcomes?

And how could you have done so?

What would you do differently if a similar situation were to occur in the future?

What could you do to better prepare yourself for this?

Where did it go wrong last time and what will you focus on now?

Ask yourself these three simple questions to yourself, then you can start to analyse your experiences. Firstly, explain the main incident, situation, experience, or event which was to set it in context. This initial step is basic yet important as it will give you a clear picture of what you are going to deal with.

Moving on, you will then reflect on the main event, experience or situation by proposing a question: So What? - What will I learn because of this particular situation? For the third question of the Driscoll Cycle, you need to think about the actions. These are supposed to be the actions you will take as an outcome of your reflection. Think about whether you will change behaviour? Or "Is there any need to bring some changes or is it okay to continue it as it is?"

Evaluation

Driscoll's model of reflection is not the most commonly cited, however, the Driscoll model has several advantages, mainly due to its level of simplicity. The three-stage model is easier to remember when compared to other models and more straightforward in nature. If a tool or framework is easy to use, it is more likely you will use it more frequently.

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Driscoll Model of Reflection | NursingAnswers.net

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The Driscoll model of reflection is a three stage model that is simple to use. As a student nurse you will often have to reflect on your nursing practice using a model of reflection to help you critically analyse your experiences.

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Driscoll, J. (ed.) (2007) Practicing Clinical Supervision: A Reflective Approach for Healthcare Professionals. Edinburgh: Elsevier.

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Driscoll, J. (ed.) (2007) Practicing Clinical Supervision: A Reflective Approach for Healthcare Professionals. Edinburgh: Elsevier.