Amy angela van Niekerk
ba in applied fashion retail
Fedisa fashion school
Specialisms: Fashion Marketing/PR / Fashion Management / Fashion Merchandising
Location: Cape Town, South Africa
Amy angela van Niekerk
First Name: Amy
Last Name: angela van Niekerk
Specialisms: Fashion Marketing/PR / Fashion Management / Fashion Merchandising
Sectors:
My Location: Cape Town, South Africa
University / College: Fedisa fashion school
Course / Program Title: ba in applied fashion retail
About
I’m a 21-YEAR-old creative soon-TO-BE GRADUATE completing a BA in applied fashion retail at fEdisa fashion school. I’m aN aspiring marketing strategist living in Cape town.
I Took up marketing because I love taking a product or service and turning it into aN exciting, meaningful experience for the community backing the brand. Throughout my journey as a student and during my previous internships, I’ve learnt the true valUe of prioritiZing and understanding your target audIEnce inside out, Throughout every decIsion in the marketing process and across consumer touchpoints. Understanding the customer personas. solving their problems before they even knew they were there, in a playful way, is key.
This project reflects a proposed marketing launch campaign for my graduate brand, Alyssa. My messaging for each decision was based on extensive customer persona research, considering their habits, shopping behaviours, and which communication channels best suit their preferences.
This design board showcases the finalised version of my graduate brand's premium packaging, designed purposeful collateral including a hanging hook holder connecting to the brands brand's elegance and poise. The personalised wide tooth comb represents Alyssa's femininity and the tote bag demonstrates the brand's ability to offer longevity through buttery-soft designs. The primary logo design symbolises the brand's devotion to uplifting women's confidence through the elevated mirror design and femininity in the typography choice. The allocated appreciation and business cards reflect Alyssa's community focused approach.
Throughout my final year, I was given the opportunity to create a graduate brand, and for mine, I created Ayssa. Alyssa is an occasional-wear brand that is dedicated to celebrating femininity and empowering women through fashion that offers a buttery-soft feel on the skin and beautiful classic designs. This work showcases an Alyssa email marketing newsletter aimed at communicating these brand values.
These pages showcase my curated graduate brand guidelines. These designs range from typography and colour palette allocation to online store visual merchandising to social media post mockups, created using Adobe Photoshop and Illustrator. These designs are aimed at formulating a complete and simple guide to ensure consistency across all brand communication and branding types.
This work demonstrates a proposed curated lookbook for Free People's up-and-coming A/W capsule collection based on the WQSN trend #POPPUNK. This project reflects my fashion buying and creative direction, implementing a grungy, edgy style through chunky accessories, statement red, and monochromatic hues.
Throughout my internship at slow fashion brand, Sitting Pretty, I was tasked with planning a month-long content plan paired with designing social media posts. The brand didn't have an established digital marketing strategy, and my planning and the newly allocated strategy aimed to provide them with a guide to social media marketing content and consistency in the brand messaging.