Sum Yi Ng

Tell us a bit about yourself?

I'm from Hong Kong, and my passion for fashion began as a child. My background is in fashion design, but I have also studied Visual Art, Economics and Business, Accounting and Finance at home (DSE). Now, as an international student, I'm eager to learn more about fashion and bring my unique perspective to new challenges.

What made you want to apply to your course and to Leeds? 

As an international student from Hong Kong, I had an intense desire to immerse myself in different cultures. The fashion marketing program at Leeds provided thorough academic support, as well as the flexibility to pursue areas outside of the main curriculum through optional modules, providing a one-of-a-kind chance to enhance my knowledge base. Furthermore, Leeds’s standing as a prominent Russell Group university influenced my selection, showing a dedication to quality in research and teaching. The well-organized campus setting also struck out, providing a welcoming and comfortable study environment. This mix of cultural immersion, academic flexibility, recognised university prestige, and a pleasant campus environment influenced my decision to enrol for the fashion marketing study at Leeds.

What is it that makes you passionate about your area of study?

My interest in fashion marketing stems from my childhood nostalgia, particularly those impacted by my aunt. She was my introduction to the world of fashion, frequently accompanying me on exciting museum excursions. These early journeys introduced me to the enormous and vibrant world of fashion, instilling a love for this dynamic area in my heart. However, as I grew older and began to consider my numerous possibilities for careers, I realised that my genuine abilities did not quite match the creative demands of being a fashion designer. This realisation was essential in leading me to the business side of fashion, which I found equally intriguing.

The transformation was more than simply a shift in emphasis; it was about discovering a niche where my passion for fashion could coexist with my interest in business and marketing. The courses on fashion marketing piqued my interest. They were not just educational; they were engaging, and challenging, and, most importantly, they resonated with my ambitions. These classes drove me to devote all of my focus to learning about market trends, consumer behaviours, and the skill of conveying fashion in a way that sells.

This combination of logical and creative thinking in fashion marketing was where I discovered my calling. It's a vocation that allows me to leverage my lifelong passion for fashion while simultaneously utilising my talents in business planning and market analysis. Therefore, this course provided a solid foundation for me to demonstrate my abilities, and these projects assisted me in obtaining several internship chances.

What aspects of the course do you enjoy the most?

The aspects of the Fashion Marketing course that I appreciate the most are quite diversified, providing a rich tapestry of learning experiences that foster personal growth and creativity. The course is designed in such a manner that it pushes us to take on the position of director, navigating the difficulties of marketing with clear objectives. It emphasises the crucial necessity of connecting marketing initiatives with the brand's identity while never losing sight of the consumer—who, without a doubt, is at the centre of all we do.

One of the course's most notable features is the examination of psychological impacts in advertising, such as the influence of various colours and images. This adds another degree of depth to our understanding of consumer behaviour and how it may be changed, making the learning process more interesting and informative.

The Fashion Promotion and Creative Communication Strategy module was a highlight for me. It provided a hands-on project with Nudie Jeans, a pioneer in sustainable denim, allowing us to apply our academic understanding in a real-world setting. This live, industry-based marketing project not only increased my confidence in my talents but also deepened my awareness of the fashion industry's inner workings.

Furthermore, the diversity and intensity of the tasks we do are balanced by the instructors' sympathetic character. They are always there to aid and encourage us through difficult times. This supportive academic environment, along with the course's dynamic material, creates fresh opportunities for learning and growth every day.

Are you involved in any activities outside of your studies?

Joining the British Chinese Society has been one of my most memorable extracurricular experiences. It's a thriving community that encourages people from all Asian origins to gather, share experiences, and participate in a variety of activities. The pleasure of meeting individuals from many cultures and making memories together has been unsurpassed in modern society. It's a place where fun and cultural exchange coexist, offering a unique opportunity to learn and grow outside of the classroom.

In addition, I had the opportunity to participate in the Leeds RAG Fashion Show as a dresser. This experience enabled me to help models with their costumes, ensuring they looked their best on the runway. It was not only a wonderful event, but also provided insight into the practical components of fashion presentations. Being behind the scenes of such a lively event was thrilling, and it provided practical experience that supplemented my academic studies in fashion marketing. These activities have not only been enjoyable, but have also widened my viewpoint and talents, making my stay in Leeds very unforgettable.

What do you plan to do when you’ve finished your course, and how do you think the skills and knowledge you’ve developed so far at Leeds will help with these plans? 

After completing my fashion marketing course, I plan to pursue a master's degree in management. It seemed to me that knowing the wider corporate picture is critical, and while I enjoy marketing, I don't want to limit myself to one area. My experience at Leeds has been eye-opening, teaching me how quickly the fashion industry changes and how I can make an impact after graduation. The training was more than just about fashion; it taught me critical thinking, trend spotting, and understanding customer minds, all of which are valuable abilities in any marketing career.

Leeds has also been ideal for making personal contacts. I've grown closer to my tutors and gained friends who have been my support. Stepping forward as a student ambassador strengthened my confidence and taught me the importance of speaking out and asking for what I need. Overall, Leeds has equipped me well for whatever comes next, whether in fashion or any other industry.

What advice would you give to incoming students who are about to start their own university journey?

My best piece of advice to anyone ready to start university is to find a course that genuinely resonate with you. It's critical to pick something that matches your interests and goals. And once you get there, spend your first year exploring the university societies! Believe me, as time goes on, especially after the second year, things will become busier, and you may find yourself with less free time to pursue these chances.

Every year, universities provide alternative modules that allow you to study other fields, so take advantage of these opportunities. These early experiences are about more than simply developing your CV; they're about learning what you enjoy, meeting others who share your interests, and actually enhancing your university experience. So, seize that risk, explore, and make the most of your first year; it's a one-of-a-kind opportunity that you won't have again.