{"id":2729,"date":"2025-05-18T14:30:20","date_gmt":"2025-05-18T13:30:20","guid":{"rendered":"https:\/\/www.schoolofdesignleeds.com\/ds25\/?p=2729"},"modified":"2025-05-18T14:32:55","modified_gmt":"2025-05-18T13:32:55","slug":"georgina-hodson","status":"publish","type":"post","link":"https:\/\/www.schoolofdesignleeds.com\/ds25\/georgina-hodson\/","title":{"rendered":"Georgina Hodson"},"content":{"rendered":"
\n
\n

Degree Show 2025<\/h4>\n
\n

Georgina Hodson<\/h1>\n

BA Fashion Marketing<\/h3>\n

Hi I\u2019m Georgie! Over my three years at Leeds University I have developed a diverse portfolio that includes promotional campaigns, strategic marketing plans and trend forecasting reports. Alongside strengthening my understanding of integrated marketing communication strategies and consumer touch points, I have refined my creative skills through the use of adobe software. During final year, I developed DRYVIBE; an affordable multifunctional alternative to waterproof footwear. Designed to preserve, these lightweight, portable, custom shoeguards, transferable across footwear, will combat the event of unpredictable weather. DRYVIBE aim to become recognised leaders of waterproof shoeguards with a preoccupation to help manifest function and style.<\/p>\n

handshake<\/span>Connect with <\/span><\/a><\/div>\n

<\/p>\n

<\/p>\n

Reimagining timeless designs with features such as waterproofing are creating new opportunities in the footwear sector. With a focus on retro, suede, and colourful trainers, maintaining quality remains a challenge for the industry – spurring innovation in footwear care. In the UK, wellness is a key focus, especially for Gen Z and Millennials, who increasingly value performance and adaptability. With increasing climate unpredictability, brands offering versatile, seasonless products are best positioned for year-round success.<\/p>\n<\/div>\n

<\/p>\n

<\/p>\n

Two campaigns were developed for the brand, focusing on consumer values. Consumers are shifting focus toward personal values, purpose, and community, moving away from trend-driven consumption toward more meaningful and sustainable choices. They seek slower, healthier lifestyles and deeper emotional connections with products. As a result, DRYVIBE prioritise transparency, purpose-driven storytelling, and consumer-centric decisions.<\/p>\n<\/div>\n

<\/p>\n

<\/p>\n

Market and competitor analysis shows a demand for versatile, waterproof, fashion-forward footwear. DRYVIBE\u2019s strategy focuses on consumer-led marketing, incorporating feedback and fostering co-creation. Supported by research, (as shown) some of following methods are utilised by DRYVIBE to promote their campaigns and achieve their objectives: teasers, countdowns, celebrity endorsement, UGC, QR codes, exclusive products, and more.<\/p>\n<\/div>\n

\n<\/div>\n

\n<\/div>\n<\/div>\n