Molly Laurens profile picture

Molly Laurens

  • sd19ml2@leeds.ac.uk

  • 07758740807

2022: Fashion Marketing BA Hons

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Statement

My interests lay in the recent shift in consumer behaviour and expectations of retail experience, particularly as a result of the Covid-19 pandemic. I am also passionate about inclusivity.

Through CONNECT, I want to address the lack of accessibility, particularly for children with disabilities, which can be achieved through gaming. I have always been fascinated by collaborations between the fashion and gaming industries, having also conducted a project on the two in my 2nd year. I therefore, wanted to develop this concept further, acknowledging how consumers used gaming throughout the Covid-19 pandemic to form a sense of community, whereas now young consumers are demanding these virtual experiences in real-life.

Inspiration

My inspiration came directly from my family; having a younger cousin facing a disability meant I have always seen first-hand how inaccessible everyday life can be. The lack of disability representation in all industries leaves young children to feel excluded. I therefore realised the importance of an inclusive retail experience that is also engaging for young children to eliminate the boredom of shopping with parents. Adaptive childrenswear is an area I initially approached having previous awareness of the limited offerings by existing brands. Nevertheless, it became clear that neither of these brands had addressed the retail experience itself. So, after conducting interviews with parents of disabled children, I identified gaming as a tool used to self-soothe those with autism, allow children with anxiety or immobility to socialise, and also to increase motivation.

Brand Overview

Retail experience was a topic I initially investigated in my dissertation, for an understanding of how consumer expectations were changing post-pandemic. This communications portfolio introduces CONNECT to Zara Kids with the aim to introduce the brand extension into stores for children of all abilities to enjoy. It is ground in extensive market research to provide a rationale for each element. A gap was identified in the market for a fully inclusive retail environment and hence CONNECT’s USP was devised. It was important to align the concepts, branding and campaigns with Zara’s existing identity and personality, while also trying to make the brand engaging for young children. Considerable thought also had to be put into CONNECT’s branding to make it accessible for children with disabilities, particularly autism and dyslexia. 4 campaigns were devised based on marketing objectives; a video launch, charity event, CONNECT parent community app update and the introduction of educational games

Market Research

Product Offering

Campaign 1: Video Campaign Launch

Campaign 2: CONNECT X Scope Charity Event

Campaign 3: CONNECT Community App Update

Campaign 4: Educate & CONNECT