Emily Richardson

Emily Richardson is a recent Fashion Buying and Brand Management graduate from Ravensbourne University London. She developed a strong foundation in Fashion Marketing, Fashion Merchandising and Brand Strategy. During her degree, she gained hands-on experience through internships at Estella Bartlett and 18.01 London and assisted brands like Mejuri and Tommy Hilfiger.

Her Final Major Project, Araw is her proudest achievement to date. Araw is a swimwear brand for smaller-chested women inspired by the Philippines and motivated by her own experiences and upbringing there, where she found a deep love for the country, culture, and people. Throughout the project, Richardson developed a business plan for Araw, including key financial projections, a five-year expenditure plan, and funding strategies. She also conducted thorough primary and secondary research, creatively directed a photoshoot and a campaign video, incorporating her comprehensive marketing plan.

https://emilyrrch6.wixsite.com/arawswim

About Araw

The Values, Vision, Mission, and Purpose are the key to Richardson's Final Major Project. Araw, a swimwear brand thoughtfully designed for women with smaller chests. Araw draws deep inspiration from the Philippines, both in name, aesthetic and values. The brand celebrates confidence, individuality, and natural beauty while embracing cultural authenticity. Each core element reflects Filipino warmth, resilience, and culture, whether the brand’s mission is to empower smaller-chested women or the values rooted in self-expression and the heritage of the Philippines. This cultural connection shapes the brand identity and strengthens its emotional appeal and storytelling.

The promotion illustrates the integration of Richardson's paid, earned, and owned media strategies, each playing a key role in amplifying brand visibility. The paid strategy includes targeted advertisements designed to reach a specific audience, while the earned media reflects organic exposure through features, shares, and word-of-mouth. Owned media, such as the brand’s website and social platforms, provide a consistent space to communicate the brand’s identity and values. These approaches form a cohesive marketing strategy to build awareness and engagement effectively.

https://emilyrrch6.wixsite.com/arawswim

The place element of the Araw brand strategy showcases the official website, designed to serve as the central hub for online engagement, brand storytelling, and e-commerce. It also presents the brand’s first physical retail concept, a London-based pop-up shop proposal to create an immersive customer experience and build brand awareness. Alongside this, illustrative plans for future pop-up locations are included, outlining how Araw intends to expand its physical presence in key cities both in the UK and internationally, aligning with its long-term growth strategy and audience outreach goals.

Through our mood board, we established that Araw wanted to create something fun, welcoming, and relatable. Therefore, Araw created a video of a friendship aspiring while focusing on their mood board to ensure it aligned with the brand imagery. These photos will be used throughout the paid, earned, and owned media, tying into its content pillars and marketing funnel to ensure it hits all the content customers want to see. The images will create a brand image that customers will recognise across all platforms.