劉蕓伊 時尚管理 碩士預科

在PORTS等高端時尚企業的一系列豐富的實習經歷激發了我對時尚管理的強烈興趣，于是我對這個領域有了全面的了解。在預科學習期間，我積累了大量的基礎理論知識，比如行業趨勢研究、戰略營銷方式、視覺營銷、消費者細分和洞察力、營銷溝通技巧方面等的學術培養。

在為期一年的學習時間里。我為澳大利亞時裝品牌DION LEE開發了戰略營銷解決方案的個人專業實踐。首先，我調研了品牌的基本信息，其中包括品牌介紹、品牌定位和價格區間、產品種類和主要面料、特殊工藝、品牌供應鏈和售后服務、品牌的線上推廣活動和與其他品牌合作或跨界合作推廣活動、品牌的線下門店等。通過深入了解品牌后，并結合品牌SWOT分析和宏觀環境的影響，我發現了品牌目前存在的三大問題：香水業務匱乏、推廣活動少、服飾的日常可穿率較低。通過在時尚權威商業網站上閱讀大量的報告，了解當前時尚行業最新的和未來的可持續發展趨勢。我為品牌設計并研發了新香水系列，提出在門店增加的創意體驗活動，和開發未來流行的舒適類服裝。我還通過問卷調查的形式收集并分析后疫情時代消費者的心理需求，提出了嵌入可持續性概念的創新品牌戰略。

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.