Thursday, 15 December 2016


As part of my submission for this unit at university we completed a group project, where we collaborated with fellow second year Architecture and Textiles students.  On this project we explored different techniques and experimentations that we are not usually used to, when completing our own scheme of work.  Therefore when creating a final piece for the four-day project, it was interesting for me to see what other courses do and what supplies they like to use.  Anywayyyyy...

For this project we used Poole Quay as our main source of inspiration, where we specifically looked into the fishing nets and lobster pots that where situated around the quay.  Typically, this linked to the brief pinterest research that I had done previous to the F.A.T project for my Design iD theme (see last blog post.)  Some of the images below were taken by myself, which I could incorporate into my Design iD unit:

Taking inspiration from the nets that we saw on the harbour, we used the discarded nets found onsite and also the knit machines in the textiles department to help us create our own knitted piece that reflected fishing nets and lobster pot wires. 

From this experience I am incredibly interested in using the knit machines myself to created knitted garments for my design iD project.  I think that with sufficient practice and experimentation with machine and hand knitting, I would be able to create a knitted garment that will effectively reflect the great barrier reef and coral reefs.

Sunday, 11 December 2016



"Who am I?" To me, this question is far too broad in order to define our personal identity and too set off into research for the unit.  I have always struggled when people ask questions about myself, like "what defines you" or "how do you see yourself".  Theres far too much about  person than what they like, or how they act.  So ..... I started off simple.

Mind maps with plenty of colour help me think. Colour being the key point here, bright bold colours always stand out to me than any image or piece of text.  It helps me create a clearer envision of what i am trying to portray as well as motivate me to carry on and delve deeper into what i am researching.  So I created a mind map of what i thought were the key points about me.  Initially I thought of my name.  Personally, my name isn't a name you come across everyday and on a weekly basis, people do comment about my name; saying how different it is, how they have never known of anyone else to be called it, or how lovely it is, and of course... "Are You Welsh?" (which I am not, however I get so many questions asking if I am, I may as well start lying!!)

Secondly, I thought about my project which I completed over the summer break, which initially was designed to become the base of our inspiration for this unit.  For my project I based it around my summer trip to Mexico; Cozumel, where I went on holiday for two weeks with my family.  Whilst away I had the opportunity to complete two scuba diving trips, each one lasting for about 45 minutes.   Even though I have previously done scuba diving, this was when i was much younger and I can't remember much from those dives,  this is why I became so amazed from my second opportunity of scuba diving.  I know it seems crazy to say that the experience inspired me but the tranquility and amount of life that exists deep into the ocean honestly amazed me a lot.  The colours were incredibly vivid and rich.

These are some scanned-in images from my short working book that I completed over the summer which consists of my brief experiments that are linked to fishing nets.

Developing on from the idea of scuba diving, I thought about the recent issues and news reports on The Great Barrier Reef.  This year, Rowan Jacobsen wrote an Obituary for The Great Barrier Reef on Outside Online, claiming that it is officially dead.  After several news reporters took this obituary seriously, scientists reacted and claimed that the severity of The Great Barrier Reefs is shocking however it is not officially dead yet.  After mild research into the reports and statistics, The Great Barrier Reef experienced one of the largest coral bleaching episodes ever known, killing many miles of coral reefs, all due to the increased rise of the oceans temperatures.

I think that this is a great starting point for my research for this unit, as I can incorporate the colours of healthy coral reefs as well as dead ones too.  Thought that I would choose to do menswear for this unit as I have previously enjoyed it, and would also like to chose to do the collection for A/W17.

Tuesday, 6 December 2016


After a well deserved week off uni work, I am back and ready to start my new unit, with new levels of motivation and enthusiasm... lets hope I can keep these up till deadline?!?  With the brief being incredibly broad; creating your identity for your body of work. In this unit we will explore what we think defines us by reflecting experiences, interests and ambitions.  To create our USP, I shall develop my design process to a high level where creation of my final product will be deeply explored and experimented.

I aim to use my blog as a platform for my ideas, and thoughts through the process of this unit and to write them here as if a digital diary.  I believe this will help my research progression, and also to keep on track of what i am completing and how far my development has been explored.  I am excited to see what this unit brings and to see the outcome of my design identity.

Tuesday, 22 November 2016



On Monday had our presentation pitch of Edeoco.  This pitch that we done as a group contributes to our graded mark of this unit, and is assessed by our tutors.  The idea of the presentation was to complete it in a Dragon's Den style business pitch, where technically you are trying to persuade the "judges/investors" aka our tutors, to invest and believe in what our company concept is. In order to prepare for this presentation we each split up individually and worked on what we were each going to say, ensuring that all of the important key points of our business were covered.  We then selected an order and also selected a "lead speaker".  We chose to have this role within the presentation pitch as it  allowed that individual to open the pitch and thus summarise and conclude the presentation as well as.  We practiced for the pitch several times before the real thing and ensured that the powerpoint presentation that we had also created corresponded to what each person was talking about.  It was also vitally important that the powerpoint slides, that were projected behind us, didn't have too much text on each slide as this may distract the audience and is most likely unnecessary too.  In our presentation we also showed the preview of our website mock-up and ensured that the final zine and lookbook were physically printed so that our tutors could flick through and potentially look at relevant pages in these at the same time we were presenting.

I beleive that we had a very successful presentation, as the whole team were confident when speaking out loud but also confident in what they were saying.  Due to the great team connection we have had in this unit, I believe that this was well displayed due to supporting each other when the questions were asked at the end of the pitch, but also with the great "off-the-top-of-our-head" knowledge, due to knowing and understanding our business very well.  I am proud of what individually I have achieved in this unit but also what we have achieved as a group.

This is our final zine that we have uploaded to Issuu :

Monday, 14 November 2016


Only 1 week till its our final presentation pitch and additionally 9 days till official deadline!  That means this week ideally we would love to get everything finalised for the zine by the end of the week so that we can get it printed and bound, along with the lookbook, press release and another other bits we would like to be tangible for our presentation on the Monday.  It would also be great if as a team we could start work on the presentation itself before Friday so we can go over who is going to say what and actually do several run-throughs of the presentation so that we all feel confident about what we are saying and the order etc.  We aim to start work on the presentation in Thursday's session this week so that we enough time to complete the above.

In today's session, we initially started working as a group; collating the work that we have all done over the past week, and making lists of what needs to be done in todays session and what needs to be put in the zine and business plan.  After we were all clear of each of our tasks we got to work on those. As a reminder, I am the social media strategist so I revisited all of our social media accounts  and made sure they wee all up-to-date.  I then took screen shots of all of them and wrote a short, concise overview of our social media reasonings and aim's.  This was then uploaded to the groups dropbox page where Megan (who is crating the final zine) can then take this information and images and simply put them into the dedicated pages for the social media.  Afterwards, myself and Reagen edited the footage that he had taken during the lookbook photoshoot.  We edited this on iMovie then inserted music, as well as the logo of edeoco on the opening clip.  This was then uploaded to our Youtube Channel.

On Thursday's session, we planned the presentation.  As it is in the style of dragon's den, we decided that we need to ensure that it is a clear, precise and strong presentation as we are effectively pitching our niche brand to a panel of judges (who aren't 'judging' us as such).  We each elected ourselves and dedicated a paritcular section to ourselves to talk about our brand.  As I know the majority of the social media side of the business, I will be talking about the social media accounts, as well as any other digital advertising or press advertising that we would like to do as a start up company.  This is what we focused on throughout the day, perfecting our speech's and what the powerpoint behind us will have on it, so that it correlates to what we are saying, and so that it all makes sense. 

Monday, 7 November 2016


2 weeks till presentation day!!!!!

In this weeks session, on the Monday, we began to think about financing as this is a huge part in any setup of a new business.  We began to roughly calculate the estimate costings of the company, and followed on from this of how where we would actually get this money from. 

Office: £1000 rent per month
Desks: £50 x 8 = £400
Computers: £9600
Chairs:£10 x 8 = £80
Printer: £200
Ink: £25 per month
App Cost: £30,000
Website Domain: £1
Salary: £0
Bills: £150 per month

We would also need to research into the price of packaging, website up-keep and the price of commission we will be taking from companies per sale, as well as the initial contract price with the brands that will be working with us.


funding page??
bank?? loans???

In the afternoon session, we researched layout ideas and themes that we would like for our final zine and lookbook.  after physically looking at examples of existing companies that have creative and innovative leaflets, 'year books' and info pamphlets; we all easily agreed that we would like to create both of our publications in a square paper size, and that they are packaged together in a card sleeve.  We ten researched via pinterest of certain layouts, styles and typography alignment that has been used before and that we would like to incorporate into our publications too. 

On the sleeve, we thought it would look very professional if the sleeve was pure white with maybe an embossed effect on the card, and the word "edeoco" would be laser cut out from the centre of the sleeve.  We thought this would then become even more effective if that the book that is placed inside the sleeve had the turquoise blue or the quartz print on it so that when it is underneath the laser cut out the colour/print will show through.

 Also in our afternoon session, we created our cinemagraph (previously spoke about in the last blog post.)  It took a lot of fiddling around and adjusting but in the end we got there.  Here is our cinemagraph for our Autumn/Winter 16 Campaign....

Thursday's session consisted of organising specific tasks for each team member to complete by Monday's session so that we will have everything we need to start collating the business plan, zine and start on the organisation of the final presentation.  After this was completed, we all got on with our own sections.  As I was given the task of Social Media Correspondent at the beginning of the unit, I ensured that all the logos, and images used throughout the social media accounts were all the same to create a clear continuity throughout the brand. We also set up a Youtube Channel for Edeoco, so that we can post styling videos on it, teasers for upcoming campaigns, brand announcements etc.

 I then went on to write my section of the business plan.  I will include this below....


We believe that our business will be successful due to the uniqueness of our product.  With an increased amount of sufficient funding and support from the whole team, we will create a strong foundation for the business, for us to strongly develop our product to is highest potential.  The funding is essential for us as a start-up business.  The initial development of the website and app is paramount to the success of the company, as these become the identity of our business.  This is how consumers, advertising companies and other fashion brands will portray us, so this is crucial.  

Due to the awareness of the amount of society that have and use daily smart devices, such as tablets and mobile phones, we were originally only going to produce an app.  We thought that due to the increase in other fashion retailers creating their own e-commerce apps, we would be able to directly compete with them.  However, after study research, we have found out that 67% of female consumers use desktop/laptops as the device they would primarily use for online shopping.  Therefore, we have chosen to create a website as well as the app, so that we can reach the maximum amount of consumers as possible.

After research from website analysis sites, such as Mintel, it shows that there is a significant gap in the market for online retailers to provide a service which allows consumers to guarantee the fit of the garment before ordering the clothing itself. In a study completed by Mintel in July 2013; 43% of consumers say that “the clothing does not match expectations as seen previously n the website” and, 53% of consumers also say that there is a “difficulty finding clothing that fits well without trying it on” (‘Barriers to buying clothes online’.)  This shows that consumers would greatly appreciate and benefit from a service, like Edeoco, which will help guide the consumer to purchase clothing that not only fits them, but also suits them.  The technology that we will use in our app and website will specifically select key pieces from the brands that we offer online to create a capsule collection for that consumer.  This personalised service will enable our business to act as a virtual personal shopper, and due to the lack of competitors we have that offer a similar service, we believe that we will become successful in our field of work, due to this unique selling point.

Over the years, society has become more aware of the environment and the importance of buying sustainable products.  Even though we feel that this is still not the main priority of most shoppers, it is definitely a future trend.  A recent study; “Most important factors when buying clothes” May 2016; describes that currently, considerations around sustainability  of clothing are not a high priority, and that if ethical clothing does not meet their expectation of style and price then women will be less likely to prioritise sustainable clothing over cheaper and fashionable items.  In accordance to this Mintel study, it shows that 63% of women will search for style when shopping, where as only 8% will search for sustainable clothing.  Therefore, as a business, we feel that it is our priority to break these stigmas that ‘sustainable clothing is not fashionable’  and ‘sustainable clothing is not affordable’.  We believe that by ensuring that we provide stylish, affordable clothing, with the bonus of that brand being sustainable, we will reach a wider audience as the clothing we provide will still be suitable for what they are looking for.  They will then result in buying stylish clothes at an affordable price with the subtle extra bonus that the clothing is from a sustainable brand.


As a niche business venture, we believe that style should last longer than stock, and that it is equally important for our consumers to feel comfortable, confident, and classy in what they wear, and buy.  In order to ensure that we provide the best service to our customers we will need to be aware of our current competitors, and as team efficiently analyse how they perform within the market, as well as what they provide, how they interact with consumers and what makes us standout to society when compared to them.  We will also need to ensure that our website and app is simple, easy to use, and convenient navigation.   

Our aim as a business is to essentially establish a following, initially through our social media sites, but also from customers of our website and app.  By posting regular and appropriate content on all our social media sites and youtube channel, we will create wide database of consumers who are interested in what we do as a business but also an extensive database of consumers who have purchased from us, and who have returned to have a further look at our website etc.  By engaging with our customers on a daily basis, we believe that we will be able to provide a quality business model, that will be successful, and have the opportunity to develop in further years.  As we are purely an online business, we think it is essential for Edeoco to have be simple, easy to use, and have convenient navigation.  The website and app will be aesthetically pleasing, with the blue & green tone colour scheme being utilised throughout to ensure continuity between our social media, website, app and even our packaging, lookbook, and press release statement.  By creating a clear brand identity, it will allow consumers to easily identify a simple logo or colour and refer back to the brand.  This is what we want to create.