I am a final year BA (Hons) Fashion Marketing and Branding student at Nottingham Trent University, with a focus on consumer behaviour, market research and digital fashion. My work combines consumer insight with branding and digital design, using tools such as Adobe Creative Suite to communicate ideas visually and effectively. Throughout my degree, I have explored areas including semiotics, brand identity and data analysis, enabling me to create engaging and insight-driven creative outputs. I have worked on live projects with brands such as Adidas, conducting qualitative and quantitative research to develop strategic marketing recommendations under tight deadlines. My research explores how economic instability is shaping Gen Z’s fashion consumption, which informed my project Rewear Ready, a digital concept designed to encourage more conscious and value-driven consumption. I aim to work at the intersection of fashion, technology and consumer insight.