Project: pennie

Let’s make shopping for local fashion cool 🙂

My work is a preview from my final year portfolio as a Fashion Marketing student at the University of Leeds. My portfolio focuses on the idea of a mobile application called pennie which showcases local fashion to its consumers. The aim of the project is to support small businesses and independent retailers which represent value to the UK’s economy and culture.The goal of the app is to encourage local shopping as a more common option. This is done through simple and minimalistic design and visuals which aim to communicate the brand’s identity.

The brand is shaped as a result of recent retail and fashion trends whereby fashion stores are emerging in different areas other than the traditional commercial zones such as the high street, which has endured significant damage in recent years. Shopping local is also a response to the global consumer desire for sustainability and transparency as it is distinctive to fast-fashion’s corporate structure.

The marketing campaigns are through four varied channels: Instagram, street marketing, a pop-up shop and a digital magazine. All four are arranged to meet the company’s values, which are: creating exposure to local fashion, sustainability, motivating consumers to shop locally and maintaining a ‘zero pressure’ environment.

Email: [email protected]

Linkedin: https://www.linkedin.com/in/luciemartin1501/