SCAD PRO program with Lane Crawford

SCADPRO X LUXARITY R . A . W . S E R I E S TO O L K I T

soemaya anand

guin joyce ballard

shreya lunawat

trisha pazcoguin

tori penaherrera

b.f.a. fashion marketing and management, senior

b.f.a. fashion marketing and management, senior

b.f.a. fashion marketing and management, senior

b.f.a. fashion marketing and management, senior

b.f.a. fashion marketing and management, senior

mia santos

lynn serulla

jake wong

eve xia

b.f.a. film and television, junior

m.a. luxury and fashion management

b.f.a. fashion marketing and management, senior

m.a. luxury and fashion management

the team

deborah zecha m.a. luxury and fashion management

robert meeder chair of the fashion department, professor of lxfm & fasm

deliverables

1 motion graphic 3 events: framework & marketing materials 1 research portal for further education 1 documentary video

Objectives 1 2 3

increase brand awareness and brand message Create an interactive educational platform for customers engage the community (internal and external)

our plan

R.A.W. series toolkit

R.A.W. SERIES TOOLKIT

events

EVENTS DELIVERABLES 3 events event structures marketing collateral 1 launch post + edm reminder stories, 5, 2, and 1 day before wrap up post

CONSCIOUS FINANCE

context & target CONSCIOUS FINANCE How to manage your finances responsibly With Vanessa Lee Taub

Managing, Preserving and Growing your finances and resources consciously

Features 1. Top 4 - 5 learnings from Vanessa’s career on best practices of managing finances responsibly 2. Case Studies: 1) Younger and 2) Mature 3. S uggestions / Roadmaps / Tips on how anyone could start managing their finances responsibly 4. Open to answering audience questions

target audience: college students, professionals 50 - 60 attendees

calendar 11:00 aM - Venue set up 11:40 am - rsvp check-in 12:00 pm - intro - luxarity’s r.a.w. series & vanessa 12:10 pM - 12:50 pm “how to manage your finances responsibly” Speaker: Vanessa lee Taub

12:50 pM - lunch (f & B provided) 1:30 pM - 2:00 pm q & A with vanessa

budget photographer

$2,500 (all expenses included) Approx 500 shots (venue setup, event process, F&B, group pics etc) Jonathan Lau http://www.jonathanlausc.com/events

microphone x 2 (rental)

$600 (includes set up) Vendor: Pyjama https://www.pyjamahk.com/product-page/wireless-2-channel-vhf-microphone-system

portable speaker x 2 (rental)

$1,200 (Includes set up) Vendor: Pyjama https://www.pyjamahk.com/product-page/2-x-portable-speaker-system

miscellaneous

$200 flower

transportation

$200=$300 round trip uber or taxi for vanessa

f&B

$1,200 for 50~60 ppl (based on Nilima’s event) Food Folk https://www.foodfolk.hk

total

~$6,000

vendors type

sound equipment photographer f&B f&B

name

pyjama

jonathon lau

food folk

mana! (wong chuk hang)

contact Tel: 2872 8771 Email: enquiries@pyjamahk.com https://www.pyjamahk.com

Tel: 9633 5552 Email: jonathanlausc@gmail.com http://www.jonathanlausc.com/events

Tel:3594 6111 Email: hello@foodfolk.hk https://www.foodfolk.hk Tel: 2813 5050 https://www.foodpanda.hk/restaurant/v5jg/manafast-slow-food-wong-chuk-hang http://www.mana.hk

edm & launch post

story reminders: 5 days left

story reminders: 2 days left

story reminders: 1 day left

wrap up post

luxathon

context & target hacking the future of luxury brainstorm ideas on what luxury business would be like in the future

6 people per team, 5-6 teams total 1. pestel analysis on future of luxury 2. coaching by facilitator and expert 3. d efine “future of luxury�

target audience: Lane crawford & joyce group employees students from different fields stakeholders of the fashion industry (ex. manufacturers, distributors, retailers, designer, consumer)

calendar 8:30 aM - Venue set up 9:00 am - participant check-in 9:15 am - intro - luxarity, dbs & event details 9:45 - Team meeting with coach & icebreaking 10:30 am - 12:30 pm step 1 (brainstorming & imagination) 12:30 pm - lunch 1:30 pm - 3:30 pm step 2 (research & identify stakeholders) 3:30 pm - tea break 4:00 pm - 5:30 pm step 3 (analyze findings) 5:30 pm - tea break 6:00 pm - 7:30 pm stage 4 (presentation)

calendar

step 1

research & identify pestel model, each team member will be given a topic to focus on. Research and identify stakeholders

brainstorm each team member will predict and imagine what the future of luxury would look like

step 2

milestone meeting

the facilitator and expert will give feedback on research and stakeholders

analyze findings how these findings will change the future of luxury. each team member will present their analysis to the team.

step 3

milestone meeting the facilitator and expert will give feedback on analysis and findings and help refine them

pitches each team will pitch their ideas and analysis of the future of luxury

step 4

budget

photographer

f&B

total

$TBC (10k) (all expenses included) Jonathan Lau http://www.jonathanlausc.com/events $1,000 for 40 ppl x 3 meal = 3,000~ Food Folk https://www.foodfolk.hk

~$13000

vendors type

photographer f&B f&B

name

jonathon lau

food folk

mana! (wong chuk hang)

contact Tel: 9633 5552 Email: jonathanlausc@gmail.com http://www.jonathanlausc.com/events

Tel:3594 6111 Email: hello@foodfolk.hk https://www.foodfolk.hk Tel: 2813 5050 https://www.foodpanda.hk/restaurant/v5jg/manafast-slow-food-wong-chuk-hang http://www.mana.hk

edm & launch post

reminders: 5 DAYS LEFT

reminders: 3 DAYS LEFT

reminders: 1 DAY LEFT

wrap up

r.a.w. xmas

context & target r.a.w. xmas How blockchain can transform the gifting and giving experience

Features 1. a talk by luxarity’s blockchain partner - consensys, on the process of putting stories about garment’s previous owners and stories associated with them on blockchian 2. explore how this process enabled by blockchain could transform the idea of meaningful gifts and objects with stories to tell 3. o pen to answering audience questions

target audience: tech-savvy, marketers 50 - 60 attendees

event timeline 11:00 aM - Venue set up 11:40 am - rsvp check-in 12:00 pm - intro - luxarity’s r.a.w. series & consensys 12:10 pM - 1:00 pm “how blockchain can transform your giftinig and giving experience” Speaker: consensys

1:00 pM - lunch (f & B provided) 1:35 pM - 2:00 pm q & A with consensys

transparency & technology blockchain

buying pre-loved

supply chain

emphasizing the clothing story

benefits of closet clearouts

manufacturing process

links in the chain

clothing longevity

responsible sourcing

repurposing clothes

eco-fabrics

knowing where your money goes

budget photographer

$2,500 (all expenses included) Approx 500 shots (venue setup, event process, F&B, group pics etc) Jonathan Lau http://www.jonathanlausc.com/events

microphone x 2 (rental)

$600 (includes set up) Vendor: Pyjama https://www.pyjamahk.com/product-page/wireless-2-channel-vhf-microphone-system

portable speaker x 2 (rental)

$1,200 (Includes set up) Vendor: Pyjama https://www.pyjamahk.com/product-page/2-x-portable-speaker-system

miscellaneous

$200 flower

transportation

$200=$300 round trip uber or taxi for vanessa

f&B

$1,200 for 50~60 ppl (based on Nilima’s event) Food Folk https://www.foodfolk.hk

total

~$6,000

vendors type

sound equipment photographer f&B f&B

name

pyjama

jonathon lau

food folk

mana! (wong chuk hang)

contact Tel: 2872 8771 Email: enquiries@pyjamahk.com https://www.pyjamahk.com

Tel: 9633 5552 Email: jonathanlausc@gmail.com http://www.jonathanlausc.com/events

Tel:3594 6111 Email: hello@foodfolk.hk https://www.foodfolk.hk Tel: 2813 5050 https://www.foodpanda.hk/restaurant/v5jg/manafast-slow-food-wong-chuk-hang http://www.mana.hk

EDM & LAUNCH POST

reminders: 5 DAYS LEFT

reminders: 3 DAYS LEFT

reminders: 1 day LEFT

follow up

research

Objectives 1 2 3

aDD EDUCATIONAL VALUE TO LUXARITY’S WEBSITE EMPHASIZE THE “A” AND “W” OF THE R.A.W. VALUES TO THE WEBSITE KEEP WEBSITE UP TO DATE WITH CURRENT NEWS ARTICLES PERTAINING TO SUSTAINABILITY

idea wonder of education research page easy navigation/access monthly sustainability news updates emphasizes commitment to R.a.w. values

stages of education programs: STAGE 1

STAGE 2

STAGE 3

PROGRAM TO INCREASE AWARENESS

CO-SPONSORED EDUCATION PROGRAM

LUXARITY EDUCATIONAL DEGREE PROGRAM

RESEARCH BASED

co-written with a professor or university

fully fledged degree program taught by professors

PROMOTES learning through other education platforms

requires maintenance

requires written course

requires minimal maintenance

REQUIRES FINANCIAL INVESTMENT

HIGHER COMMITMENT

0-8 MONTHS

12-24 MONTHS

24-28 MONTHS

WEBPAGE OVERVIEW INTRODUCTION

EXPLORING BLOCKCHAIN

INTERVIEWS WITH PROFESSORS

VIDEOS

SUSTAINABILITY COURSES

AUDIO LIBRARY

SUSTAINABILITY GUIDES

FASHION SUSTAINABILITY NEWS

INSTAGRAM ACCOUNTS

STUDENT RESEARCH ARTICLES

mockups

VIDEOS

welcome to the won der of education

it’s important to keep yourself informed, up to date, and (re) educated in the latest research and findings of sustainability, circularity, and transparency. it’s also crucial to get your information from a trustworthy reliable source. professors and researchers at scad hong kong have curated a page of information including courses, articles, news stories, social media pages, videos, and more so you can be enlightened about the fashion industry and why sustainability play such an important role in the future of this industry.

f ro m the prof esso r s esteemed professors cristina kountiou and robert meeder of the savannah college of art and design (SCAD) Hong Kong share their thoughts on sustainability in the fashion industry in the following podcasts:

Fashion made: academia and industry must collaborate

filth hk: sustainability in hong kong

with

with

robert meeder

cristina kountiou

o n l i n e susta i n a b i l it y co urses Expand your knowledge by taking a course and immerse yourself in the latest research and data. learn from industry professionals and leading universities and platforms from around the world. see the links below for some highly esteemed sustainability courses online.

Free courses: UAL & Kering: Fashion and Sustainability, Understanding Luxury Fashion in a Changing World UAL & Kering: Fashion’s Future: The Sustainable Development Goals UAL: Promoting Sustainability in Fashion Future Learn: Innovation: the Fashion Industry Cradle to Cradle Certification Alison: Introduction to Environmental Sustainability paid courses: SCAD: M.a, or m.f.a. luxury and fashion management course, “supply chain management in the global marketplace” or B.F.a. Fashion marketing and management courses, “global sourcing and import buying for fashion” and “issues in fashion merchandising” UAL: promoting sustainability in fashion (through central saint martins) Motif: Sustainability in Fashion Course

sustai na bility guides gain knowledge about sustainable fashion practices and ethical shopping with the educational guides below.

CFDA Sustainability Resources (downloadable pdfs) Good on You: a guide to ethical brands Stella McCartney Sustainability Sustainable Fashion Matterz: a guide to ethical shopping Calculate your carbon footprint Greenstrategy: What is Sustainable Fashion?

Green Strategy: Seven Forms of Sustainable Fashion Carbontrust: Sustainability Trends-Future of the Fashion Industry Fashion revolution: new inquiry - sustainability of the fashion industry Fashionista: complete beginner’s guide to ethical fashion certifications

fa shio n susta in a bilit y n e w s keep yourself informed with the latest innovations and happenings in the fashion industry with key news bites.

Vogue HK: Alberta Ferretti makes a case for sustainale luxury fashion for Resort 2020 (joanna fu, may 2019) Sportswear International: ‘The mission: Make the world’s most sustainable sneakers’ (juliette tafreschi, may 2019) Hypebeast: Nike Launches Sustainable Guideline for Fashion Brands and Consumers (nia groce, may 2019) business of fashion: Kering Tapped by French President to Unite Brands Behind Sustainability Goals (sarah kent, may 2019) independent: Google launches scheme with Stella McCartney to help reduce fashion’s environmental footprint (sarah young, may 2019) design milk: adidas futurecraft.loop aims to close the circle of plastic waste (Gregory han, april 2019) business of fashion: UK Takes Aim at Fashion’s Sustainability Problem (sarah kent, february 2019)

e x plo r ing blo ckcha in blockchain is an extremely smart technology that will help increase transparency in the fashion industry. it runs on a decentralized network, which makes it virtually unhackable and extremely trustworthy. learn more about it with the links below: The Fashion Industry Is Insanely Wasteful. Can Blockchain Fix It? (Liz brody, april 2019) coindesk: Louis Vuitton Owner LVMH is Launching a Blockchain to Track Luxury Goods (Ian allison, march 2019) forbes: altering the apparel industry: how blockchain is changing fashion (Samantha radocchia, june 2018) Is Blockchain the Answer to Supply Chain Transparency?

(Camille mori, may 2018) Forbes: Why Blockchain May Be Your Next Supply Chain (Joe McKendrick, april 2017) Harvard Business Review: Global Supply Chains Are About to Get Better, Thanks to Blockchain (Michael J. Casey & Pindar wong, march 2017)

VIDEO S a great way to dive into a subject is through video. ranging from documentaries to short interviews to ted talks, these videoes will inform you about different viewpoints and aspects of sustainability in the fashion industry.

The True Cost Ellen Macarthur Ted Talk Changing the world through fashion: Eva Kruse at TED x Copenhagen Life in the Slow Lane: Sustainable Fashion 101 | Tamara Jones | TED x Ryerson U iD’s guide to sustainability CNBC: How Fashion is coming to terms with sustainability The Next Black - A Film about the Future of Clothing How to change the world by fashion consumption: Jochen Strähle at TED x FSU Fashion and Technology: From Frivolity To Sustainability: Rachel Arthur at TEDxCoventGardenWomen

a udio libr a ry inform yourself through a collection of podcasts that dive into the topic of sustainability by discussing with industry professionals and sustainability specialists.

Fashion no Filter: Eco Warriors American Fashion Podcast: More Ethical Fashion Conscious Chatter Wardrobe Crisis The Ethical Business Podcast Spirit of 608 Low Tox Life: Episode 5

IN STAGR AM ACCO UNTS stay up to date on social media with some sustainability inspiration for your daily scroll: @ELLENMACARTHURFOUNDATION @LIVIAFIRTH @ECOAGE @JOINOURCO @ZERO.WASTE.COLLECTIVE @FASHIONFORGOOD @MAKE_FASHION_CIRCULAR @FASH_REV

r esea rch a rt icles a collection of articles and projects produced by scad hong kong students that inform on sustainability efforts within the fashion industry. these works include ideas such as tracking the supply chain and suggesting improvements, and thoughts on the current state of the industry. patagonia: tracking the supply chain (guin joyce ballard, march 2019) uniqlo: tracking the supply chain (emilia metry, march 2019) visual blockchain: a proposal for tracking the supply chain (tori penaherrera, mackenzie james, trisha pazcoquin, elisa hangasjaervi, march 2019) selyn: tracking the supply chain (nitika mitla, march 2018) MARKS & SPENCER: TRACKING THE SUPPLY CHAIN (Branwen bindra, MARCH 2018) fur industry: tracking the supply chain (yoyo chan & jake wong, march 2018) millennials & luxury: today, tomorrow, & the future (vivien so, march 2018)

motion graphic

RESEARCH

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1.5 K

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STORY BOARDS

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