Fashion Business and Promotion students Ayla Trouvé and Angel Martin were amongst a group invited to look behind the curtain at Birmingham’s flagship Selfridges store.
After this, representatives of global beauty brand Sephora explained the process of creating retail displays, planning around trends and events. The aim for Ayla and Angel was to collate information about Sephora’s key values and modes of engagements with customers. This was to prepare them for their task: to create a new concept of experiential retail for Sephora that would align with the ethos and approach of the brand.
We spoke to Ayla and Angel after their experience:
Q: What was your brief? What sort of work did you produce?
“We carried out primary research at Sephora and looked at the existing customer experience, which helped us make decisions based on the brand and its consumers” says Angel. “We then had to communicate the concept visually and explain how the different elements would work together as a complete retail experience.”
“I was inspired by trending collectables to create a collectable Sephora bag, with add-on badges, unique to each location of their stores,” Ayla adds.
“I developed a concept called “Beauty in Transit,” which explored how Sephora could create a more personalised, immersive, and interactive experience for its customers,” Angel continues. “The project eventually led to me becoming a finalist in the Sephora Global Fashion Futures competition, which was an amazing outcome, especially as I was still in my first year.”
Q: Have you had any experience in the industry before? If so, how does this differ?
“I am a mature student; I started the Fashion Business and Promotion course at BCU after turning 27 years old. I had worked for an independent, online jeweller for five years. This role gave me experience working in ecommerce; listing items, creating Instagram content and managing a distribution team,” Ayla states.
“Working with Sephora differs as it takes you to a global level with heritage and status. As much as my prior experience is helpful, having only worked with online retail, this experience introduced me to another level of the retail industry.”
“Before starting the module, I had experience in customer-facing roles and creative environments, but I had not had the opportunity to work directly with major fashion and beauty retailers in this way,” Angel outlines.
"It made me realise that visual merchandising is much more than making a display look attractive. There is a purpose behind the styling, positioning and visual communication, and everything needs to connect back to the customer and the identity of the brand. It made me approach creativity from a much more commercial perspective.”
Ayla adds, “I found working with Global brands such as Sephora and Selfridges massively motivating, it was so exciting to have a sneak peek into future career possibilities.”
Angel goes on to add, “working around established brands made the module feel much more connected to the industry rather than feeling like I was completing an assignment purely for a grade.”
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Q: How did your course prepare you to work in this environment?
“The course encourages creative thought processes and insightful research methods. We are well equipped with databases, industry records and creative tools. We have access to all Adobe programs through the university. This was so helpful when it came to putting my creative outcome together. The lecturers are knowledgeable about these platforms and aid us with our processes. We are taught to seek relevant articles through online platforms such as WGSN, Mintel and Statista; these websites become your best friend during research projects,” Ayla explains.
“It also taught me how important it is to explain the thinking behind an idea. In industry, having a creative idea is only one part of the process; you also need to understand who it is for, why it is relevant and how it helps the brand.” Angel supports.
Q: What challenges did you face? How did you overcome them?
“One of the biggest challenges I faced was condensing my research to create relevant and concise content. WGSN and Mintel were such helpful platforms for building my research, but I kept adding more and it became overwhelming,” Ayla admits.
“The lecturers were extremely helpful; they helped me understand when I had hit the brief and what was enough to meet the criteria.”
Angel details her own experience on the task: “One of my biggest challenges was learning how to balance ambitious creative ideas with commercial realism. I naturally have a lot of ideas, so I had to learn how to narrow them down and ask myself whether they made sense for the brand and its consumer. I overcame this through research, developing my ideas further and being willing to make changes when something was not working. Feedback was also important because it encouraged me to look at my work from another perspective.”
Q: Do you think this experience prepares you to work in industry?
“Every part of this course is preparation for a future career in the industry. This module was especially beneficial as it involved a heavy focus on research and development. I feel well informed thanks to the research I conducted and the way I was able to build on my portfolio with my creative outcome,” Ayla admits.
"Definitely. It gives you experience of working to a brief, researching an established brand, understanding its consumer, responding to feedback, working to deadlines, and presenting your ideas professionally,” Angel agrees, adding: “Most importantly, it changes the way you think about your work. You are no longer only asking, do I like this? You are asking, who is this for? Why would they engage with it? Does it make sense for the brand? What problem am I solving?”
“It is so important to take the learning beyond the classroom, and this is exactly what we were able to experience on this module. Not only are we learning on campus, but we are also taken out into the field and immersed into the retail world of visual merchandising,” Ayla remarks.
Q: What advice would you give to other students looking to work in industry/select this module?
Ayla says, “the most important advice I would suggest is to give 100% effort and make the most of every opportunity presented to you. This course has so much to offer, and the lecturers are incredibly passionate; they have had extensive careers in fashion and teaching and are there to guide you with their expertise. They set up connections and opportunities at every available chance.”
She goes on to say, “I have been lucky enough to work with NEXT, doing a weeklong work experience placement during my summer break. We have also had guest talks from representatives from Urban Outfitters, The National Trust as well as Anthropology at the Spring Fair. It only feels fair to receive these opportunities with the enthusiasm they deserve.”
Angel offers her advice, noting that “My biggest advice would be not to underestimate yourself because you are a student or because you are only in your first year. Take the opportunities you are given seriously and do not be afraid to be ambitious with your ideas. Research the brand properly, understand its consumer and then allow yourself to be creative. Do not just create what you think the lecturer or brand want to see -develop something you genuinely believe in and be able to explain why it works.”
She continues: “I would also say do not panic if your journey is not completely straightforward. Mine was a rollercoaster. I've changed courses before finding Fashion Business and Promotions, and that experience taught me that changing direction does not mean you have failed or fallen behind. Sometimes it helps you understand where your strengths are. If I had stayed with my original plan simply because I had to, I would not have had opportunities such as working on the Sephora brief, becoming a finalist, or developing the confidence I have now”
