This project explored the UK streetwear market through a data-driven lens, with a focus on how analytics can be applied to niche and underground fashion brands. I was particularly interested in examining how emerging data strategies could inform marketing decisions in a sector that often relies on cultural relevance and community engagement rather than traditional advertising.

 

As part of this work, I focuced on the Hype Momentum Model IN ORDER TO PROVE my own framework for measuring marketing activity and consumer response within the UK streetwear industry. This project allowed me to combine my interest in fashion marketing with data analysis, while investigating an area I believe will play an increasingly important role in the future of the industry. The project was presented to an industry professional and received positive feedback for its originality,

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This research project explored how niche fashion brands use film-based content on social media to build identity, create cultural relevance, and engage their audiences. Focusing on brands such as Corteiz, Der Schutze, and Supreme, I analysed how short films and cinematic storytelling are used to communicate brand values and strengthen community connections.

 

The project examined how these brands move beyond traditional product promotion by using visual narratives that reflect themes such as exclusivity, authenticity, and youth culture. Through this analysis, I gained a deeper understanding of how fashion communication can be shaped through film and social media, particularly within niche and underground markets where storytelling and cultural positioning are central to brand success.