As part of the second element of my final year project, I was asked to  develop a innovative business concept that corresponded with insights found in my Stage 1 project and previous research. As a result I created the business 'Goody Socks' to combat Generation Z disconnection to the charity sector and lack of inspiration to financial support causes many care about.

In correspondence to the Stage 2 project, a summary of the business' concept and communication plan where condensed, producing a brief overview for the reader.

Following from the exploration of brands participation in social causes and the trending effect it has been having on consumers and media users. This extensive research dissertation dives further into consumer scepticism behaviour across social media settings. Building on primary and secondary research to produce a number of key insights determining the future direction of the consumer sceptical behaviour and the cause-marketing environment.

An initial investigation into the macro trend of brand activism id the main focus of this report. Through in-depth trend exploration, with consideration of key drivers, market consequences and multiple themes including global digital dialogue and authenticity backlash. Research discovered in this report help set the foundation for following final year projects and their focuses.

Working with a lingerie label Bravissimo on a live project, with aim to expand successfully into the USA market. In response a three-year marketing strategy and a one year communication plan was devised, with consideration of reaching new US consumers.

This collaborative project involved working alongside a fashion designer, with aim to develop a brand that aligned with the designers story and designs. The brand Tragic Hysteria was created, with intentions to dismiss negative connotations of female hysteria. In response a well developed brand book and brand boards were created, along with an well researched launch plan.

In response to the live project set by Boots, I was placed in a small team and asked to develop a new product for the sub skincare brand Botanicas. The product development report includes the exploration of current consumer insight, industry trends and an audit of how the current brand operates. Three product concepts were recommended to the Boots clients, narrowing down to personalised bath salts products, which focus on combating numerous of health benefits, such as anxiety.

As part of the brief set, a marketing strategy and communication plan was developed for the premium lifestyle brand Oliver Bonas, with aim to grow within the US market. Giving consideration to market challenges and opportunities, as well as US consumer behaviours.