Major Project Realisation

London

2025

As the culmination of my studies in Fashion Marketing, the Major Project Realisation module was independently structured to allow for the design and development of a strategic marketing proposal supported by a creative execution. Building on the foundations laid in my dissertation, I focused on emerging technologies and their current and future applications within the fashion and luxury landscape.

This project investigated how brands can adopt innovative technologies to create immersive, emotionally engaging marketing experiences, aimed at triggering emotional responses, forging deeper consumer connections, and fostering long-term brand loyalty. As a result, I developed a comprehensive proposal for InnovaTech, a conceptual marketing agency specialising in technology-driven strategies for fashion and luxury brands. The agency positions itself as a seamless partner for businesses seeking to stay ahead in an increasingly digital and competitive market.

The project centres on a collaborative launch between InnovaTech and the London-based department store Selfridges & Co., featuring an experiential pop-up event designed to introduce 3D-personalised digital avatars for e-commerce. Alongside strategic research and evaluation, the project includes a complete brand kit, creative visual assets, and an integrated marketing communications campaign tailored to support the launch and amplify brand visibility across platforms.

Explore the investigation on ‘How new technologies in Experiential Marketing are reshaping brand experience to forge emotional connections with consumers?’