SELF PROMOTION
wirte dramatic good insight
adverting stories
like music history gym and shopping
good Chinese writing skill and know many chinese history background
Good indeign and photoshop skills .
WANT JOINING MAGAZINE EDITOR ADVERTISING PLANNING
CONTENT CHAPTER 1
SELF-PROMOTION
CHAPTER 2
SELF- DEVISED PROJECT ARTS AFTERNOON TEA
CHAPTER 3
LIVE-PROJECT ALLSAINTS X CHINA
CHAPTER 4
TREND PROJECT
CHAPTER 5
CLOTHING TRACKING
CHAPTER 6
LA ROCHE- POSAY
CHAPTER 1
茶 ART AFTERNOON TEA
Introduction D i ve rs i f i cat i o n
h a s b e co m e a co m m o n
phenomenon within society with the rapid growth in technological advancements and economic developments, creating in the mixture of differnet elements into new lifestyles. In addition, different culture and history play a significant role in improving the environment of the world. The question is what is culture? Zimmermannm (2015) has defined that culture is the characteristics and knowledge of a particular group people, defined by everything from language, religion, cuisine, social habits, music and arts. Also, people attempt to seek the modern life through integrating their own cultural and historical behaviors, habits and preferences. For example, afternoon tea is about taking an everyday happening and making it a special treat. It is not only about serving a delicious combination of sweet and savory snack with a superb tea, but also about providing the customers with an extraordinary experiences of taste and style. However, afternoon tea is considered as a nostalgic activity with its development, this is because this kind of social events started in the late 1830s and early 1840s (Afternoon Tea, 2011). It has been rediscovered a n d e v e n r e i nv e n t e d b y c o n t e m p o ra r y consumers by combining elements of old and new in the form of commercialized nostalgia. Tearooms may be viewed as an example of retro trend (Brown, 2001).
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Afternoon tea is a widely known British tradition that has been observed by many people. As a famous British proverb says, ‘when the clock strikes four, everything stops for tea’. On the other hand, a legend reveals that Chinese emperor ‘Shennong’ first discovered the method of brewing tea from the leaves of a wild tree, and subsequently named the brew “Cha”. Moreover, he found that tea could be used to make medicines to improve people’s health (Blog, 2014), even ‘Cha’ became the popular drink for people in the Han dynasty. Through making a comparison between the UK and China, there are differences in terms of afternoon tea forms between these two countries, which are influenced by different languages, cultures, political situations, races and human lifestyles. The research purpose of this visual report is to demonstrate how a combination of commercialized nostalgia between Chinese tea and British afternoon tea culture can create a new afternoon tea trend and brand. Thus, this report will focus on the how to develop a new brand based on concepts of the relationship between Chinese tea and British afternoon tea culture. To begin with this, the report is going to provide a brief background about on the history of British afternoon tea and culture of Chinese tea.
BIG IDEA
This report aims to expand on the concept of commercialized nostalgia to create a new trend that combines Chinese tea art and British afternoon tea in the UK.
COMMERCIALISED NOSTALGIA
WHAT
Commercialised nostalgia is defined as a new conception when a new brand is created. Also, Chinese tea is recognized to be a healthy beverage and proven popular around the world. The different varieties of Chinese tea include: green, white, oolong, red, each of them benefiting the body in a unique way. For example, green tea can improves blood flow. White tea have high source of vitamin A, can prevent dry eyes and night blindness (ITO EN, 2017). This can became the unique selling point and brand feature compared to other UK afternoon tea store.
Oolong tea Lipopenicillinase Cancer prevention Keep fat Anti-fatigue
Jasmine tea Beauty Relieve depression Relieving pain Promote sleep
Cultivate a sense of gratitude and a deep reverence for life Reduce stress and find greater peace and clarity of mind It's a great morning ritual to start your day off with All the benefits of meditating with mindfulness All the health benefits of drinking tea (depends on what tea you drink, but many types of tea are very healthy) Great preparatory as well as supporting practice for your sitting meditation It's great to invite friends and family in on to show them the same benefits and to nurture your relationships
A mood board will be used to design and set the trend of the brand that will be displayed in the store. The dominant colour of the store will consist of being decoration in blue and white colours. It will incorporate a wooden floor and bunches of flowers to create a comfortable and relax mood in store. The in-store background music will be “Zen tea� music played by Chinese instruments, such as Guzhen, Erhu etc. The walls in the store are decorated with different themes, and the different tea sets and plates with Chinese and the Britain pattern will be displayed on the wall. Although the target customer group is aimed at females, the store designed will be orientated towards a more gender neutral design. The in-store environment not only adapts to the demands and tastes of the female customers, but also is able to capture the attention of the male customers for business meetings within the atmosphere of the Zen tea culture of China, while having the British afternoon tea.
C I M US
It has been debated that music affects our emotions. The store tend is to mix Chinese and British culture, however, it will predominantly be playing Chinese ‘ZEN’ music to makes consumer feel relaxed and comfortable. ‘ZEN’ music are usually played by instruments such as Guzheng and Erhu.
BRAND STORY A Chinese character ‘ 茶 ’, with the meaning of the word as ‘tea’, will be used as the brand logo. In addition, the English words ‘afternoon tea’ will be used to represent the name. this is because the brand logo will have been designed by combining two culture as a method to illustrate the harmonious blend of Chinese and British cultures. The brand slogan is set as ‘afternoon tea not just for royal, also for everyone’. This slogan will present out brand price, spirit, and position. for another tea brand, the brand is characterized by using different two countries afternoon tea culture combines urban environment, music, and religion to make consumer experience different afternoon tea styles. Chinese culture of ‘Zen’ Buddhism, and ‘Zen Tea’ mix with British royal afternoon tea style that using Chinese painting, ‘Zen’ music and British afternoon tea culture offer consumer a new visual experience.
EXECUTION
Based on the concept of commercialized nostalgia, this report proposes an idea of combining British traditional custom of afternoon tea with Chinese tea art and ‘Zen’ culture to set up a Chinese art teashop. It is attempting to offer a peaceful, relaxed and healthy lifestyle for people to have different experiences of afternoon tea, whilst providing information about functions of different Chinese tea for people to enhance their healthy conditions. In order to create the brand awareness of the Chinese art teashop, it is planning to post advertisements on life-style magazines, however, this kind of advertisements requires the brand to pay the high costs. As a new brand, it is considered that applying social media channel such as Facebook, Instagram and YouTube for the establishment of brand awareness. These channels not only enable the brand to create brand awareness by uploading and updating images and videos, but also allow the brand to increase the customer engagement through launching marketing activities. Moreover, the brand will attempt to build cooperative relationships with famous Youtubers, inviting them to visit the teashop and provide free opportunities to try different Chinese tea, experience services and interior environment. Due to a large subscriber base, these Youtubers would help the brand increase the brand awareness through their video. In addition, the brand would set up a popup store in the public place to attract attentions from the crowded people, opening a pop-up store as a simple and flexible marketing method seems to be easier for the Chinese art teashop to create the brand awareness, test the market demands and people’s opinions for this form of afternoon tea.
CHAPTER 2
ALLSAINTS X CHINA
ALLSAINTS BACKGROUND
NEXT ? In order to enhance the sales performance and increase the market share in the international stage, AllSaints is planning to further expand its market scope. In this case, the first thing required to consider is which market the brand is going to enter. China as a large country with huge population has undergone a rapid economic development and growth as well as a strong consumption power of Chinese customers, which enables China to be a potential targeted market attracting more brands’ attentions. Moreover, changeable demographics, increasing income levels, strong customers’ consumption power and good business environment in China are attractive to Western companies and/or brands to enter into (B2B International, 2017).
The report published by Mark Greiz Consulting (2015) indicates that the total apparel sales in Chinese
market have reached approximately $185 billion and it is estimated to become the largest apparel market in the world. The report also demonstrates that Chinese consumers are interested in purchasing products from new brands. Due to the huge market demand and potential business opportunities, many foreign brands have been launched in Chinese market, such as GAP, VERO MODA, ZARA, Ted Baker, Superdry, H&M, Mango, Next and Topshop. On the other hand, Shanghai as an international city of China with diversified culture is a specific targeted market for AllSaints as a foreign brand. Wu (2003) points out that this city has been considered as a center of commercialism in modern China and it has obtained the name of ‘Haipai’ culture, which is originated from the good location and convenient transportation facility of Shanghai. In addition, customer groups in Shanghai, including residents, entrepreneurs, employees, tourists and business travelers, are viewed as trend-setters for both fashion and lifestyle products (China’s Fashion Industry, 2014). Because of this, it is believed that Shanghai is a good destination for AllSaints to enter into.
BIG IDEA My big idea is understanding the Chinese consumers design for unique personalized garments, create one of limited edition items, reflecting historical arts. Chinese culture influences combines with as spirit and Chinese youth culture.
WILLIOW PRINT CHINA
The trend willow print china is a distinctive and elaborate chinoiserie pattern that will as new elements in new series. In near years, many fashion brand to use the elements to created product and design the clothes.
NATURAL CULTURE
Alone with the inksone, ink brush, and paper, the inkstick in one of four treasures pf the study of classical chinese literary culture, using the chinese inksticks drawing the chinese natural culture (Bamboo, bird and blossom) combing with ‘ALLSAINTS’ style
THE 12 ZODIAC
POP- UP STORE
GET 20% OFF ALL ITEMS
ALLSAINTS ONLINE PAGE IN T-MALL
BOOKLETS
CHAPTER 3
TREND PROJECT
CHAPTER 4
CHAPTER 5