About Me
Hi, I’m Becky a BA Hons graduate from the University of Huddersfield
In my degree, I have focused on building innovative digital campaigns in support of various business activities such as collection launches, brand launches and movements into new markets. My work has been driven by market, trend, and consumer research, ensuring campaigns were not only creative and forward thinking but also commercially relevant.
In my projects, I have endeavoured to make proposals inclusive and accessible for all consumers. For my first project of final year, I proposed an adaptable collection launched by H&M in partnership with disability charity Scope. I created engaging imagery for social media and produced a fashion film on the theme ‘the power of fashion’. Moving onto my final major project, I continued to consider different consumer groups leading me to develop an accessible and immersive shopping experience.
INSPIRATION
My final major project combined my interests in digital communication and sportswear.
I am drawn to sportswear because sportswear brands often have powerful relationships with consumers built through strong branding and innovative marketing strategies. My FMP focused on the sportswear brand Reebok and assessed the ways in which they could avoid further loss of market share. The solution proposed was a relaunch of their Rbk division, which produced lifestyle clothing. Imperative to the success of this project was the creation of a strong brand image and a targeted marketing strategy.
My main inspiration for the relaunch campaign came from Rbk’s musical heritage. The brand's connection with music was presented through the campaign’s shoot location, a small music venue, and the launch tour which proposed an event combining a pop-up store and concert. New developments within e-commerce also were important to the building of this project to create an immersive and seamless digital shopping experience.
MY WORK
PORTFOLIOS
Rbk Relaunch Campaign Imagery
Rbk Relaunch Brand Handbook
Rbk Relaunch Brand Handbook
Rbk Relaunch Marketing Strategy
Rbk Relaunch App Development
Rbk Campaign Imagery
Rbk Campaign Imagery
Rbk Campaign Imagery
H&M X Scope
H&M X Scope project Summary
H&M X Scope Marketing Strategy
H&M X Scope Campaign Images
H&M X Scope Directors Treatment
DETAIL
I created a marketing campaign, brand handbook and designed an app in support of the Rbk relaunch
For my final project, I created a comprehensive relaunch strategy for Reebok’s Rbk division. Over the past five years Reebok has been losing market share, and now that Reebok have been sold by Adidas they find themselves in a potentially more vulnerable position, as they don’t have the backing of a major player within the sportswear market. Taking this into account, I proposed a relaunch of the Rbk division. Rbk was a division of Reebok that produced lifestyle clothing influenced by music, sport and technology. The division targeted a young consumer, through partnerships with major artists like Jay-Z and 50 Cent. Through this relaunch it is believed an innovative space within the sportswear market could be found for the brand, preventing further loss of market share. This is a move backed by extensive primary and secondary research. To ensure a successful execution of this relaunch, the project saw the creation of a detailed marketing strategy, brand handbook and the development of an Rbk app.
'I believe in the impossible because no one else does' - Florence Griffith Joyner
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