刘芸伊 时尚管理 硕士预科
During a series of rich internship experiences at high-end fashion companies such as PORTS, I developed a strong interest in fashion management and gained a comprehensive understanding of the industry. During my pre-university studies, I accumulated a lot of theoretical knowledge in areas such as industry trend research, strategic marketing methods, visual marketing, consumer segmentation and insight, and marketing communication skills.
During my one-year study period, I conducted a personal professional practice developing a strategic marketing solution for the Australian fashion brand DION LEE. First, I researched the brand's basic information, including brand introduction, brand positioning and price range, product types and main fabrics, special techniques, brand supply chain and after-sales service, brand's online promotion activities and cooperation with other brands or cross-border promotion activities, and brand's offline stores. After gaining a deep understanding of the brand and combining it with a SWOT analysis and the impact of macro-environment, I found three major problems with the brand: lack of perfume business, insufficient promotion activities, and low daily wearability of clothing. By reading a large number of reports on authoritative fashion business websites and understanding the latest and future sustainable development trends in the fashion industry, I designed and developed a new perfume series for the brand, proposed creative experiential activities to be added to stores, and developed comfortable clothing that will be popular in the future. I also collected and analyzed the psychological needs of consumers in the post-pandemic era through questionnaire surveys and proposed an innovative brand strategy that incorporates sustainability concepts.