Following this, I started on the marketing research and strategy. Trying to target a 18-35 consumer, it’s essential to understand what marketing appeals to these demographics, as well as what they want to see and who they want to see wearing it. I prepare a launch plan and as the collaboration is an online exclusive, considered how I would be driving sales to the website.

https://www.wgsn.com/fashion/article/90007

A collaboration between the two brands gives opportunity for luxury, colour and individuality to enter the current high street market, it offers individuals who appreciate and love Shrimps, but perhaps cannot afford it, the ability to buy their clothing and be part of the brand. The two brands harmoniously compliment one another. The collaboration will over 16 pieces; ranging from clothing to accessories, all with key themes which provide excitement for the consumer.

- Taken from the start of the presentation.

https://www.glamourmagazine.co.uk/article/stella-mccartney-faux-fur-sustainable-koba

The idea of the range from the start has been to offer some kind of fun and colour into a pretty dismal time, the coronavirus has dampened the way we currently buy, and although loungewear and sweatpants are always a good idea - sometimes it's nice to dream of being able to dress up and go out again... I love the idea of the range repeating that of the 1920's, in terms of partywear and faux fur and if I was to repeat the project, I believe there would be very little I would change in relation to concept. However, if I had the opporunity to do the project again, I would be more inclusive towards sizing. My research discovered Shrimps currently only offer sizes 6 - 14, and with a tight range as it was in terms of units, I wanted to mainly focus on 6 - 14 and ensure there was enough stock to focus on these core sizes - as they are most popular. However, in retrospect, I would've liked to have used the range to bring in larger sizes and create a more inclusive environment for consumers who are 14+.

I believe if this range did go online, it would be successful. The range offers an impressive turnover from initial budget and allows a new target market to be bought in for both brands. It offers a fun online marketing and social media campaign to help with the launch and encourages a family to be built around the range with the hashtag #andothershrimps. I think in the current climate, it is important to look out for one another and build communication - even if only over Instagram. This collaboration will in turn, create loyal customers to both brands, those who are not afraid to express themselves and look for ways to brighten themselves up - even if just by buying clothing!

As previously started, secondary research was key to the project. As the government guidelines left shops closed, I had to conduct my comp shops online, using the likes of Edited & WGSN to guide me. The virtual reality that we as students have found ourselves in has no doubt been difficult and at times, there has been moments where self-motivation has been lacking, or the ability to really organise myself and get out of bed has been difficult. But, I have powered through, somehow (!) and feel really proud of what I have achieved over the past 6 months.

Overall my time at the FRA has really reinforced my passion for the industry I'm about to embark in. I have worked up to this project and as I look back, am amazed I got it done (that Excel sheet was the bane of my life), I have learnt skills from this course which are invaluable, especially in the current climate of having to be adaptable. Although challenging at times, the INP has allowed me to develop skills in Excel and Photoshop, whilst allowing me to think outside the box and prepare me for challenges and opportunities as a BAA. I am so grateful for this course, the friends I have made, the knowledge I  have gained and the teaching and support I have received ... and just like that, I move forwards and start my life as a BAA.