刘芸伊 时尚管理 硕士预科

在PORTS等高端时尚企业的一系列丰富的实习经历激发了我对时尚管理的强烈兴趣，于是我对这个领域有了全面的了解。在预科学习期间，我积累了大量的基础理论知识，比如行业趋势研究、战略营销方式、视觉营销、消费者细分和洞察力、营销沟通技巧方面等的学术培养。

在为期一年的学习时间里。我为澳大利亚时装品牌DION LEE开发了战略营销解决方案的个人专业实践。首先，我调研了品牌的基本信息，其中包括品牌介绍、品牌定位和价格区间、产品种类和主要面料、特殊工艺、品牌供应链和售后服务、品牌的线上推广活动和与其他品牌合作或跨界合作推广活动、品牌的线下门店等。通过深入了解品牌后，并结合品牌SWOT分析和宏观环境的影响，我发现了品牌目前存在的三大问题：香水业务匮乏、推广活动少、服饰的日常可穿率较低。通过在时尚权威商业网站上阅读大量的报告，了解当前时尚行业最新的和未来的可持续发展趋势。我为品牌设计并研发了新香水系列，提出在门店增加的创意体验活动，和开发未来流行的舒适类服装。我还通过问卷调查的形式收集并分析后疫情时代消费者的心理需求，提出了嵌入可持续性概念的创新品牌战略。

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.