#MakeItPersonal

#MakeItPersonal is a live industry competition campaign for The Bullring & Grand Central Shopping Centre in Birmingham, housing over 200 shops including two department stores, Selfridges and Debenhams as well as over 28 places to dine. The campaign informs the more mature customer of the Personal Styling services available to them in Bullring, focusing on how to inspire confidence and new ways of shopping without having to do the hard work. Working in a small group, I was nominated as Fashion/Creative Director and also responsible for marketing and social media aspects of our campaign. 

​

Assigned the 'Mature Money' demographic group, aged 60+, we had the task of researching, both primary and secondary sources to find how to specifically appeal and target this age group, in order to increase the Bullring's footfall. I suggested the idea of personal styling services tailored towards the maturer customer. After personally speaking with each of the 'Mature Money' focused stores, we found that their personal styling services had previously been unsuccessful due to lack of effective marketing. As a result, we carried out digital and physical questionnaires, finding that many aged 60+ were not aware of the services available to them, as 78% stated they were willing to explore their style more with the help of a stylist. 

​

After searching for models, buying the clothing and accessories and styling the shoot, and organising the creative direction, I created 8 different campaign looks each individual store. Below you can see the campaign imagery and marketing aspects of the project.