Final Evaluation

I feel the discussion of my promotional strategies of existing brand and the appraisal for the needs of designers and to be aware of economic, technological and social aspects of diverse fashion markets is the strongest part of my dissertation. as I have selected great references such as Ashish, Brexit and Dolce and Gabbana. All my references are relevant and unbiased as I discussed both sides of the argument. I have also looked at how different designers have used their platform and the opinion of Muslim and non-Muslim people.I have made independent judgements, created articulate arguments through reflection on the effectiveness of promotional campaign and appraisal of my own personal and professional aspirations in support to Personal Development Planning.My promotional campaign is very clear and informed due to the research I have collated. I feel my target customer could be more developed as I feel I haven’t explained it as well as I could have. I feel I have supported my argument well using a lot of reference to other companies I have discussed in my dissertation. I think using a few more examples of the other brands I have written about would have made my argument stronger.

Task 1: SHORT DISSERTATION of 3500 words +/- 10%

Grade I would give myself: 70%-84%(Distinction)

My dissertation is  informative and effective my only downfall is my last chapter, chapter 3, I feel it isn’t as clear and concise as my first two chapters. I struggled to expand on this paragraph but tried to relate it to my arguments and research from my previous chapters to support my promotional strategy. I think next time I will concentrate more on refining my ideas rather than just refining the ideas of others.


Grade I would give myself: 70%-84%(Distinction)

The planning of my magazine is thorough as I have gone in-depth on the details such as the styling, location and hair and makeup. I have critically analysed my reasons for choosing them and why it works with my target audience and chosen magazine ID. I have planned the layout based of ID’s layout to match their audience also and I have also carefully looked at and selected specific font.  Although I have gone in to detail and included test shots I think I could have improved my work by added more test shots of other experiments with locations and props. I think my story board was valuable in creating a good shoot for my magazine as it shows exactly what I need and where to be also to understand the journey of her day so I knew what order to put it in for the magazine.


Grade I would give myself: 70%-84%(Distinction)

I used In-design to create my magazine giving it a more professional look. My magazine layout is very clear and the articles fit in well with my magazine. I think my articles could have been a lot more punchier to suit my younger target audience as they’re quite factual and may not be as fun to read. I feel I have perfectly fulfilled my strategy of normalisation modest dress in the western world as my issue looks like an everyday magazine and it wouldn’t stand out straight away to people as that’s what it’s for. Looking at just the images people would not realise and just see her as a person until the read the articles they would understand the point of the magazine and the stigma. I feel more magazine could benefit from more content but I did want it more visual, however more articles would explain my point more informatively.

Peer critique 

I asked my peer to review my promotional strategy, my magazine, as it will help me to understand for another point of view what worked worked well/ didn’t with my magazine and what I can develop for next time.

I think this magazine is inspirational and unique because of the issue raised and the way in which the message has been conveyed. The visuals and the diary-like entries make the magazine quite personal and interesting. The concept and brand identity are clear throughout and have been conveyed consistently. This magazine matches it’s promotional strategy perfectly, by raising the issue in an everyday setting to make it an relate-able to a diverse range of audiences. The composition is good. Everything from text to visuals have been set out in a way that can be understood easily.  The strong images used and the way they’ve been edited are really effective. This magazine was inspired by ID. This is shown clearly throughout the layout, without it being copied. I think it is effective and will attract the target audiences well. The editing of the images is really effective because the bright colours grab the viewers attention and make them more interested in reading the article.

Customer Profile

customer profile.jpg

My target customer is someone who is between the ages of 16-25 they peacefully protest for the rights of themselves and others. They care about all issues and believe in equality, they were surprised by  the racism and xenophobia that came with Brexit but are not too aware how it has affected Muslims, the stigma and what is being done to combat the stigma. I am aiming my magazine at the under generation as I feel they are more understanding for example  under-25s were more than twice as likely to vote Remain (71%) than Leave (29%) in the Brexit referendum. By targeting younger people I will have a wider audience more empathetic audience who may not understand the stigma as well but are open to learn.



Moore, P.(2016).How Britain Voted.

Available from:

[Accessed: 23rd January 2017]

Model Behavior

I asked my model, Malikah Katayef some questions after the shoot to understand how she feels about being a young Muslim and how she feels about modest fashion.


  1. How does it feel being a young Muslim girl? Do you feel any different to anyone else?

At first when I started senior school it did hit me hard at the differences I may have between me and my non-Muslim friends, and I remember at times I found it hard. However, now maybe because I’m older more mature and maybe just because of the fact that I’ve accepted it as who I am and see all the amazing things about being a Muslim girl I know longer wish I could be any different! Of course there’s differences between me and my friends but once I accepted them I was fine and I’m more than happy and grateful to me a young Muslim girl. After all, everyone’s different in their own ways whether it be personality, race or religion.


2.Do you find it a task to dress fashionable with your hijab or do you enjoy it and find it not hard at all?

In terms of fashion, I love styling my outfits to go with my hijab. It may seem like a task and sometimes it is hard to find modest clothing that meets today’s fashion trends and the trends of my own! But to be honest there does seem that there is a wider range out there available for Muslim girls. It’s just down to one’s fashion sense…

I love fashion and don’t put my religious beliefs as a barrier!

Selecting and Editing my Final Images

To select my final images I firstly categorised my photographs into groups for example the locations; McDonald s, bus stop, Asda and at home. This made it easier to edit my images and select the best ones.  A lot of my images were very similar but I found the best ones to be the close ups, ones from behind and images of the scenery such as the food and items in the trolley. I think these are the most exceptional images as they look more real whereas the others you can see it was a shoot and planned. The images I selected look as if she was caught off guard and didn’t know the image was taken which is the effect I wanted as I wanted my viewers to see the reality of her day not something she would or another regular person wouldn’t do for example I wouldn’t have her wearing a ball gown and drinking champagne as it is not something everyone does and it wouldn’t fit with my issue-conscious but effortlessly casual target market. This would not be normalisation it would just be maybe too controversial and it is also over used by ad campaigns;it would not true to the target customer or my model.


The editing for my images was quite simplistic as I still wanted  a natural effect to my photographs but to reach my target audience, 16-25, I wanted to make them more visually exciting so I added the highest amount of vibrancy and some saturation to make them brighter and make the colours bolder to draw the customer to look and evaluate the images. I also added Brightness and Contrast for the same effect to get the most out of my images.




Outfit Planning Board

For inspiration for my looks I looked at fashionable Muslim women who dress modest on Pinterest.



I wanted my shoot to be as natural as possible so when it came to styling I thought it would having the model wear her clothes would promote my theme best. She sent me a variety of outfits although outfit 6 is beautiful I wanted something that was more what she would wear on a normal day rather as this outfit is quite dressy. A lot of the other outfits are quite dressy too and I wanted something casual I thought outfit 1 best suited my theme for how casual and stylish it was at the same time the majority will have at least some of these clothing items in their wardrobe which will help clarify my theme of the normalisation of modest fashion in the western world showing that Muslims care about fashion just as much as anyone else. It will help other people relate to Muslim girls more than they would seeing them in an outfit they would wear for Eid perhaps.



New Make Up and Hair Board

I have changed my hair and make up board as I felt that my first board is too glamorous and quite heavy make up when I want to create a more realistic everyday look as it suits the attitude of iD as their models are very natural too like models off duty. Most Muslim girls are associated with either natural fresh faces or heavy make up for religious holidays such as Eid. A natural look will be more real to what Muslim girls actually look like, on a normal day looking the same as any other girl promoting how similar we all are. 

Original board