Westminster Fashion Buying Management BA Honours 2nd year students were given the unique opportunity to create a new brand for John Lewis Womenswear, tapping into the sector growth and developing a concept for a younger consumer.

The students' proposals had to be based on thorough research, identifying market opportunities and drawing on their creativity and entrepreneurial skills. They were asked to produce a clear cohesive concept with supporting mood boards for their idea, the garment range plan, as well as plans for visual merchandising and a press launch.

Three teams were successful in getting through to the final round and presented their ideas to Jo Hooper (head of buying for John Lewis Womenswear) and Hayley Willmington (brand manager for 'Somerset', the in-house brand of British designer Alice Temperley).

Hayley visited the students during the project and took part in tutorials to guide and mentor them. Jo Hooper said:

"The students presented really exciting ideas; they were innovative, credible and better than many professional proposals!"

Senior lecturer Josie Misick added: "This was a fantastic opportunity for a live project for the students, where they had to apply their knowledge and understanding to create a new brand. They all rose to the challenge and I was delighted with the outcome. The experience has been extremely positive and gave the students a unique chance to build on their classroom learning."

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