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Fashion Brand Enlists UCA Students to Market New Collection


Working with the BA (Hons) Fashion Promotion & Imaging course, Lazy Oaf briefed students to create a global on and offline marketing campaign for its new collection. Five teams of students presented to a panel of Lazy Oaf team members, and the winners have had their final photo shoot showcased on the Lazy Oaf website.

The winning team comprised Leanndra Stapleton, Emily Smith, Emma Squib and Pavlina Slavova, who presented ideas of nostalgia and youth for the new menswear collection.

“With the brand’s ethos considered, we used a 90s gaming theme to coincide with the garment’s bold statements,” said Emily, who is 18 and originally from Buckinghamshire. “With a lookbook shot in a studio to replicate the Lazy Oaf style, we used props such as a Nintendo and a Sega Megadrive. The online campaign was a promotional video shot in Namco.”

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The group also presented ideas to hold an event in an arcade and promote the collection via social media, including using Snapchat to scan entry to a launch party.

“It was very interesting to work with such a creative brand,” said Leanndra, 22, who aspires to work in fashion forecasting. “I’m really pleased my group was selected as winners as we worked hard to follow the brief, listen to our client and assess their needs to construct a great campaign.”

Press and Marketing Manager at Lazy Oaf, Jerry O’Sullivan said: “We really enjoyed working with the students on this project and were overwhelmed with how much work they put in. The quality of work presented exceeded all of our expectations.

“The winning team’s lookbook shoot was the most on brand for Lazy Oaf and the imagery best reflected the design inspirations of the range, so we were impressed with the their attention to detail. We could tell they had worked well together and taken full advantage of all their individual skillsets.”

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