Students to re-imagine classic Crombie coats
23 February 2023
The University of East London and Gordon Ritchie from iconic brand Crombie are working together to offer Fashion Marketing students a unique opportunity to apply their learning, skills and insight on an industry project that allows them to present their view on how to make a classic Heritage brand more relevant and interesting to a younger, more diverse audience.
Crombie, known for its iconic coats and jackets, has a rich history dating to 1805.
Under the direction of Fashion Marketing Course Leader Jason Forrest and Crombie Managing Director Gordon Ritchie, students will develop a campaign to enhance the brand's appeal to younger consumers.
The students will be encouraged to look at current trends and consumer behaviour, as well as the brand's history and values, to create a marketing campaign that aligns with Crombie's identity and would resonate with a new audience.
Crombie is renowned for its high-quality coats and jackets, each one meticulously crafted. With a rich and unique history, the brand has played an integral role in British Youth Culture, from being a rite of passage for Soho Modernists in the 1960s to being embraced by the 2-tone movement in the '80s and the rise of interest in heritage and iconic menswear in the '90s and beyond. Crombie has been sported by some of the most iconic figures of our time, including The Beatles, Jack Nicholson, Winston Churchill, and John F Kennedy.
Mr Forrest said,
We are thrilled to work with Crombie and offer our students this exciting opportunity. This project is an excellent example of how UEL is committed to providing our students with industry experience and preparing them for successful careers in the fashion industry. Our students, with access to Crombie's Managing Director, Gordon Ritchie, will learn how to apply their knowledge and skills to a live project."
Students will pitch their ideas to Mr Ritchie, representing Crombie, and academics from UEL who will provide feedback and select the best campaign.
"Being involved with UEL is an exciting opportunity for us to tap into the creativity and fresh thinking of UEL talent," said Mr Ritchie. "We are looking forward to seeing the ideas that the students will bring to the table demonstrating how they see that Crombie can connect with a new audience.
"This is valuable experience for us at Crombie and the students. We are very keen to support and encourage the next generation looking to forge a career in the fashion industry through studying at UEL."
The selection of the best campaign presentation will be announced in April. It is an exciting opportunity for UEL students to gain practical experience and showcase their talents focused on Crombie.
This project aligns with UEL's Careers-First strategy to equip students for future job opportunities. In support of the University's 10-year strategic plan, Vision 2028, UEL collaborates with industry partners to integrate real-world experience into students’ studies, giving them a competitive advantage in the job market.
Working with Crombie is just one example of how UEL is bringing this vision to life, by giving students the skills and opportunities to thrive in a changing world. Through initiatives like this, UEL is helping students to build their knowledge, skills and confidence, while also fostering a deeper understanding of the industries and communities they'll be working in. By prioritising career-readiness and social impact, UEL is paving the way for a more inclusive and prosperous future for all.
Find out more about UEL's leading BA (Hons) Fashion Marketing course.
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