My name is Jed Dawson, and I am a final year student studying a BA (Hons) in Fashion Management at NTU. During my time studying this course, I gained a strong interest in marketing, particularly in the outdoor apparel and footwear market. I have always had a great interest in the outdoors, and I wanted to combine my academic strengths with my personal hobbies. I have done various university projects about the outdoor apparel and footwear industry, with the biggest project being my dissertation, Marketing in the Mountains, which is about marketing in the high-end outdoor apparel market and how authenticity is a strong component in shaping consumer perceptions. After I graduate, I hope to go into this industry and continue to develop my knowledge and experience.