劉蕓伊 時(shí)尚管理 碩士預(yù)科

在PORTS等高端時(shí)尚企業(yè)的一系列豐富的實(shí)習(xí)經(jīng)歷激發(fā)了我對(duì)時(shí)尚管理的強(qiáng)烈興趣，于是我對(duì)這個(gè)領(lǐng)域有了全面的了解。在預(yù)科學(xué)習(xí)期間，我積累了大量的基礎(chǔ)理論知識(shí)，比如行業(yè)趨勢(shì)研究、戰(zhàn)略營(yíng)銷方式、視覺營(yíng)銷、消費(fèi)者細(xì)分和洞察力、營(yíng)銷溝通技巧方面等的學(xué)術(shù)培養(yǎng)。

在為期一年的學(xué)習(xí)時(shí)間里。我為澳大利亞時(shí)裝品牌DION LEE開發(fā)了戰(zhàn)略營(yíng)銷解決方案的個(gè)人專業(yè)實(shí)踐。首先，我調(diào)研了品牌的基本信息，其中包括品牌介紹、品牌定位和價(jià)格區(qū)間、產(chǎn)品種類和主要面料、特殊工藝、品牌供應(yīng)鏈和售后服務(wù)、品牌的線上推廣活動(dòng)和與其他品牌合作或跨界合作推廣活動(dòng)、品牌的線下門店等。通過深入了解品牌后，并結(jié)合品牌SWOT分析和宏觀環(huán)境的影響，我發(fā)現(xiàn)了品牌目前存在的三大問題：香水業(yè)務(wù)匱乏、推廣活動(dòng)少、服飾的日常可穿率較低。通過在時(shí)尚權(quán)威商業(yè)網(wǎng)站上閱讀大量的報(bào)告，了解當(dāng)前時(shí)尚行業(yè)最新的和未來的可持續(xù)發(fā)展趨勢(shì)。我為品牌設(shè)計(jì)并研發(fā)了新香水系列，提出在門店增加的創(chuàng)意體驗(yàn)活動(dòng)，和開發(fā)未來流行的舒適類服裝。我還通過問卷調(diào)查的形式收集并分析后疫情時(shí)代消費(fèi)者的心理需求，提出了嵌入可持續(xù)性概念的創(chuàng)新品牌戰(zhàn)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.