UCA Fashion Students Pitch Ideas to K
Groups of second year BA (Hons) Fashion Promotion & Imaging students presented creative marketing campaigns to bring the K-Swiss Lozan Tongue Twister™ – the brand’s fastest selling sneaker in Europe in its day – back to prominence for Spring/Summer 2016.
Receiving the brief from K-Swiss’ Marketing Manager for UK and Ireland, Ashley Deverell, who is also an alumnus from the course at UCA, the teams developed a range of image focused and collaborative projects to showcase the iconic sneaker design.
20 year old Abbie Cockerell was part of a team that pitched the idea of working with designer Liam Hodges, and launching the new sneaker designs at fashion concept store Dover Street Market in Mayfair, London.
“We created a lookbook and stickersheet that would go with the shoe and proposed the idea of a launch event at Dover Street Market, where a short video we made featuring artist Yung Lean would be shown, as we felt this fitted our target consumer,” said Abbie Cockerell.
Another group pitched the idea of collaborating with five young emerging creative professionals to design the tongue of the sneakers.
“We designed the sneaker shoebox to be reversible, along with socks and a product from a sponsor, all with one of the five selected designer prints,” (pictured below) said Louise Ansell, 21 and from Earley in Berkshire.
(Image by WWW.KATHRYNYOUNGER.CO.UK)
The students pitched their ideas directly to Ashley from K-Swiss, who graduated from UCA in 2011. He provided each team with feedback and is looking to take key elements from the best ideas for K-Swiss social media activity.
“As a UCA Fashion Promotion & Imaging alumnus, I can really appreciate the importance of working on live briefs,” said Ashley. “Having real life, real-time client feedback is the perfect way to give students an idea of what they can expect once they enter the industry.”
“UCA has a storied path of creating some of the most dynamic and creative talent in the industry, and I was not disappointed by the work the students presented. We will look to continue to utilise our relationship with the university and the students themselves throughout the year.”
“It was good that Ashley used to study at UCA as it’s nice to see someone who has been in the same position that you are now has been incredibly successful,” said 20 year old student Jessica Kerslake, who was a member of one of the teams that pitched and is considering a career involving trend prediction.
“I thoroughly enjoyed working on this project. I created trend packs and managed to research the concept a lot which meant I felt I learnt a lot from it.”