Ethnography Study
Fashion consumer behavior observations study analyzing the shopping behavior of the consumer group Italian Women ages 30-50, with comparisons to background research and US Women ages 30-50
Class: Fashion Consumer Behavior (FAS 225F) at Lorenzo de' Medici Institute
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Group Members (Background Research Report): Maya Mitchall, Valeria Flores, Bailey Silverman, and Abigail Walsh
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Observation Study and Presentation: Maya Mitchall
The Flourish Market
In-depth IMC campaign creative brief including consumer profile research, brand research, and strategies with prototypes for local Raleigh boutique, The Flourish Market.
Class: Textile Communicaitons and Promotions (FTM 387)
Group Members: Maya Mitchall, Doris Enochs, Maggie Trantham, and Kendall Wisniewski
Louis Vuitton
A comprehensive brand audit on leading luxury fashion brand, Louis Vuitton, exploring their rich history, target market, product offerings, and opportunities for growth.
Class: Intermediate Brand Management and Marketing (FTM 382)
Group Members: Maya Mitchall, Tyler Smith, Maggie Trantham, and Kendall Wisniewski
Coach
Class: Global Brand Management in Apparel and Textiles (FTM 482)
Group Members: Maya Mitchall, Doris Enochs, Brailey Nelson, Paris McGill, and Kendall Wisniewski
In-depth case study analysis on a Coach's product failure in China in 2019. Includes reasonings for failure, identification of failure, and recommendations of strategies for recovery.
