Our Fashion courses at Birmingham City University are not just about what's trending on a catwalk, but also understanding the business that's involved. From branding and marketing to sustainability and trend forecasting, our courses help students develop a well-rounded knowledge of how the industry operates and also gives students a chance to apply their knowledge to real life situations during placement.
We managed to catch up with Fashion and Business Promotions student Siena who gave us some insight and her tips to help out fellow students that looking to get placement in the near future!
What was the biggest challenge that you faced on your placement?
The biggest challenge during my placement has been managing a role that spans across multiple areas. I mainly work on PR and production, and some social media. Unlike a typical placement with one set focus, I’ve had to work with different teams, each with their own priorities, workflows, and ways of communicating. That’s meant constantly switching between tasks, learning to be adaptable, and making sure I understand what’s needed in each area. Juggling my time and staying organised has been essential, especially during busy periods like seasonal campaigns or last-minute press requests. While it’s been a lot to balance, it’s also pushed me to become more confident and capable in a fast-paced environment.
Were there any standout moments during the placement?
A standout moment for me was working on the celebrity gifting initiative for the Dune Icon ‘Deliberate’ bag, which resulted in placements with Katie Holmes and Bella Hadid. I was involved from start to finish, from designing the gifting mailers to organising logistics and send-outs. It was surreal to see the final result, especially when the bag was spotted on such major names. It was a real "pinch me" moment that reminded me why it’s worth going above and beyond. Being trusted with that kind of responsibility showed me how far I’d come, and how much I was capable of when I pushed myself.
What was a typical day like?
A typical day at Dune is busy and varied, with a mix of tasks across different teams. On the PR side, I handle daily coverage tracking, sample management, send-outs, and general admin. I’m also involved in e-commerce tasks like managing product and organising model shoots, which adds a creative and operational element to my day. When big campaigns or events come up, I support with logistics and coordination, which can be quite demanding but really rewarding.
How did BCU help you prepare for the placement?
BCU provided a solid foundation that really helped me hit the ground running at Dune. Modules on branding, media strategy, and campaign planning gave me a clear understanding of how to position a brand and communicate effectively with different audiences. I often applied theories from lectures, like audience segmentation and tone of voice, when drafting press materials or planning social content. Seminars that encouraged real-world projects also helped me develop practical skills like time management and teamwork, which were essential during my placement.
How has this placement helped you build your confidence?
This placement has helped me level up in every way. Creatively, I’ve been able to contribute ideas and be part of campaigns that had real impact. Professionally, I’ve gained confidence navigating a busy workplace, communicating with senior team members, and managing deadlines under pressure. Personally, the experience taught me to trust myself more, to speak up, take initiative, and back my ability to figure things out. I've also made an effort to connect with people across teams, which has opened doors and helped me build lasting relationships. Most importantly, I’ve taken the time to reflect on what I’ve learned and how I want to grow, and I’m leaving this placement feeling sharper, more self-aware, and ready for whatever’s next.
Siena shares 5 tips for students looking to mirror her success:
1) Own Your Confidence!
Walk in like you belong, because you do. Don’t be afraid to speak up, ask questions, or share ideas. Confidence is contagious, and people will notice when you back yourself.
2) Go Above and Beyond
Take initiative, volunteer for extra tasks, and show that you’re hungry to learn. Don’t just meet expectations, exceed them. The people who stand out are the ones who do more than they’re asked.
3) Treat Every Task Like It Matters
Whether it’s sitting in a big meeting or making cups of tea, approach it with the same level of energy and professionalism. How you do the small things says a lot about how you’ll handle the big ones.
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4) Network network network!
Get to know people across the company. Ask for coffee chats, learn about their roles, and build relationships. These connections could turn into future opportunities or mentors for life.
5) Reflect and Level Up
Regularly check in with yourself. What are you learning? What do you want to improve? Keep track of wins and feedback so you can leave your placement stronger, sharper, and more self-aware than when you started.