(no images downloaded yet)
# Project Description The Soft Sell Effect: Hidden Influence in Fashion Yuliya Kim Summary Final work Hello! I’m Yuliya Kim, a Psychology of Fashion graduate from the London College of Fashion (UAL) with a strong interest in how consumer behavior, storytelling, and branding intersect in the digital space. My work is an intersection of data and design. It blends quantitative research methods with visual storytelling to explore how subtle marketing influences modern audiences. I’m especially passionate about how fashion brands use emotion, identity, and narrative to build lasting relationships with consumers, particularly through celebrity-driven content and hidden Calls-to-Action (CTAs). I take a research-led but visually engaging approach to every project. My process typically involves: Observing and analysing real marketing case studies Conducting structured participant research Translating insights into visually accessible formats like digital magazines Balancing creative direction with academia My believe is that the best communication invites rather than interrupts. That’s why I focused on soft influence, emotional design, and narrative-first branding in this project. Hello! I’m Yuliya Kim, a Psychology of Fashion graduate from the London College of Fashion (UAL) ... College London College of Fashion Course BSc (Hons) Psychology of Fashion Graduation year 2025 The Soft Sell Effect is a visual and research-driven magazine exploring how modern fashion marketing leans into subtlety. Through Hugo Boss’s recent celebrity campaigns, this project investigates how hidden Call-to-Action, from emotional storytelling to behind-the-scenes content, outperform overt ads in engaging today’s smart and sceptical consumers. Built on quantitative research, this showcase mixes fashion with psychology to explore what really drives clicks, likes, and purchase intent in the digital era. Final work Share this project The Soft Sell Effect is a visual and research-driven magazine exploring how modern fashion marketing leans into subtlety. Through Hugo Boss’s recent celebrity campaigns, this project investigates how hidden Call-to-Action, from emotional storytelling to behind-the-scenes conte... A link to this page has been added to your clipboard Browse related work Digital Experiences
# Links ## Official page - https://ualshowcase.arts.ac.uk/project/650271/cover ## External - https://www.instagram.com/kk.yulya - tel:07340159675 - mailto:yulya.kim.15@gmail.com - https://portfolio-tools.s3.eu-west-2.amazonaws.com/wp-content/uploads/2025/06/08174829/YK_SHOWCASE25.pdf - https://twitter.com/intent/tweet?url=https%3A%2F%2Fualshowcase.arts.ac.uk%2Fproject%2F650271%2Fcover&text=The+Soft+Sell+Effect%3A+Hidden+Influence+in+Fashion - https://pinterest.com/pin/create/button/?url=https%3A%2F%2Fualshowcase.arts.ac.uk%2Fproject%2F650271%2Fcover&media=https%3A%2F%2Fportfolio-tools.s3.eu-west-2.amazonaws.com%2Fwp-content%2Fuploads%2F2025%2F06%2F08173120%2F1-38.png&description=The+Soft+Sell+Effect%3A+Hidden+Influence+in+Fashion