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BA (Hons) FASHION BUSINESS AND PROMOTION
Embellish, Business Plan
My final major project was based around handcrafted jewellers and promoting more recognition for their creativity and exquisite skill. I created a new section for Harvey Nichols called Embellish that promoted luxury hand made jewellery from the Birmingham area and also graduates of Birmingham School of Jewellery. Here I was able to create a full business plan including predicted financials and marketing to accompany my concept. This included a visual merchandising mock up, promotional material and photo shoot. My main aim for the project was to show my appreciation for handcrafted jewellery and create a section that would help acknowledge them whilst bringing in maximum profit and sales for the department store.

Front Cover

Executive Summary

The concept

Jewellery Market drivers

Core Competitor

Core Cconsumer

Differences and Process of Embellish

Product Selection
Embellish , Marketing 360

Front Cover

Brand Mission

Core consumer

Other Embellish consumers

Embellish Competition

Luxury Market

Marketing

Marketing Timeline

Embellish Bags
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