M.A. Luxury and Brand Management Candidacy Review Winter 2022
YI CHING LAI (Irene)
PROJECT PROPOSAL
TABLE OF CONTENTS 01. About me 02. Area of Interest 04. Best work at SCAD 03. Topic Disclosure 04. Justifications 05. Methodology 06. Research Design 07. Timeline 08. References 09. Discussion
ABOUT ME I am Irene. 1995 Born and raised in Taiwan. 2017 Exchange student in ESC Clermont Graduate School of Management, International Business, France. 2018 B.A. in Business Administration. 2019 Wang Steak - management trainee, Taiwan. 2020 YUHOME Bio-tech marketing planning assistant, Taiwan.
https://www.ireneyichinglai.com/
2021 Freelance Visual Media Model, SCAD Atlanta. 2022 Expected graduate from Luxury & Brand Management at Savannah College of Art and Design. FUTURE CAREER Fashion Visual Merchandiser / Fashion Merchandiser
BEST WORK at SCAD
LXFM 740
LXMT 730
LXMT 745
AREAS OF INTEREST CLOTHES & FASHION TRAVELLING Yves Saint Laurent Museum
INTERIOR DISPLAY Art Installation, Atlanta.
TOPIC DISCLOSURE PROJECT STATEMENT Utilizing digital technologies to enhance the visual merchandising strategy for CELINE in the Chinese market, to achieve the goal of market share consolidation and increase the sales volume in the Chinese luxury retail spaces.
@成都城CDC, Little Red Book New flagship store in Chengdu, China.
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VM trends in LUXURY
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VM in CELINE
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CELINE current status in China
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Identify potential opportunities and define the hypothesis
TOPIC DISCLOSURE •
Conduct consumer survey: Questionnaire & interview
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Deliverables
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An analysis of CELINE’s new retail strategy
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A general VM strategy (digital technologies in-store mock-ups, VM planning)
Conclusion & Suggestion @成都城CDC, Little Red Book
JUSTIFICATIONS OF THE TOPIC VM in Luxury retail spaces Digitalization &Technology Ever-changing consumer behavior
Gentle Monster
Chanel Perfume exhibit
Louis Vuitton: Dynamic lighting and future canva
JUSTIFICATIONS OF THE TOPIC
HEDI SLIMANE’S ERA
JUSTIFICATIONS OF THE TOPIC WHY the Chinese Market
Global luxury purchasing power 1/3 to 1/2 global luxury consumptions by 2025.
Huge population in demographic Main purchase power in luxury world are Millennials & Gen Z (Digital generation)
The rapid growth of brand value Driven by Chinese luxury consumers
JUSTIFICATIONS OF THE TOPIC WHY the Chinese Market
Brand Identity Weibo: 2.15 Million followers Little Red Book: 887 Thousand followers
Celebrity Halo effect Lisa, K-POP Blackpink
METHODOLOGY Primary Research
Secondary Research
• Interview ( target consumers ) • Interview ( industry professionals ) • Questionnaires
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WGSN Business of Fashion Profitect Deloitte Bain & Company Brand Finance Statista SCAD online libraries catalog Official Websites WindowsWear Published books Social Media: WeChat, Weibo, Little Red Book, Instagram, Dou yin (Tik Tok)
METHODOLOGY Research Questions What is the general perception of luxury brands in terms of digitalization and technology? What is the general perception of the Chinese consumers toward the integration of digital technologies on VM in the luxury retail spaces? Why is it important to utilize digital technologies in Luxury Visual Merchandising?
How might Luxury Visual Merchandising methodology optimize the brand value, physical luxury retail experience and the financial goal by integrating digital technologies?
RESEARCH DESIGN Action Flow 1. Industry background (Secondary research) 2. Trends in Luxury Visual Merchandising (Secondary research) 3. Brand’s current status (Secondary research) 4. Digital technologies in Visual Merchandising Strategy Hypothesis 5. Consumer survey (Primary research)
6. Research Design: Action Plan and Deliverables 7. Findings and suggestions 8. Project a future development in the visual merchandising area for CELINE in the OMO retail model
RESEARCH DESIGN Deliverables
Analysis of CELINE’s new retail strategy in China
A general VM plan for CELINE China, including the digital technology implementation Mock-ups and VM Planning • Collaboration: IT / Design Management / Interior Design major students • Augmented Reality (AR) • Virtual Reality (VR) • Hologram
Envisioning the digital technologies on VM
AR
Envisioning the digital technologies on VM
VR
Envisioning the digital technologies on VM
HOLOGRAM
Future development of utilizing digital technologies on VM for CELINE • Extension to each boutique stores, freestanding stores, department stores. • Incorporating other digital technologies such as AI.
TIMELINE
REFERENCES Book sources Bell, J. A., & Ternus, K. (2012). Silent selling: Best practices and effective strategies in visual merchandising (4th ed.). Fairchild Books. Bailey, S., & Baker, J. (2014). Visual merchandising for fashion. Fairchild Books, an imprint of Bloomsbury Publishing Plc. 27 Morgan, T. (2016). Visual merchandising: Window and in-store displays for retail (Third ed.). Laurence King Publishing Ltd. Pegler, M. M. (2006). Visual merchandising and display (5th ed.). Fairchild Publications. Web page sources Aviso de redireccionamiento. (n.d.-c). Google.Com. Retrieved March 4, 2022, from https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.celine.com%2Fen-gb%2Fceline-maison-decouture%2Fstore_architecture%2Fceline_beijing%2F&psig=AOvVaw02Pn42_ubdzwZmLR9MH4_&ust=1646496105727000&source=images&cd=vfe&ved=0CAsQjRxqFwoTCKCU8I3qrPYCFQAAAAAdAAAAABAP Aviso de redireccionamiento. (n.d.). Google.com. Retrieved March 4, 2022, from https://www.google.com/url?sa=i&url=http%3A%2F%2Fwww.sohu.com%2Fa%2F284754321_791535&psig=AOvVaw0Mpx2du4ABkwNbKxSvTrrn&ust=1646497967874000&source=im ages&cd=vfe&ved=0CAsQjRxqFwoTCMDB64bxrPYCFQAAAAAdAAAAABAD céline store, Hong Kong. (n.d.). Retaildesignblog.Net. Retrieved February 21, 2022, from https://retaildesignblog.net/2015/09/11/celine-store-hong-kong/ Hedi Slimane: Hedi Slimane. (2010). teNeues Media. (N.d.). Dezeen.Com. Retrieved February 21, 2022, from https://www.dezeen.com/2014/10/01/farshid-moussavi-victoria-beckham-36-dover-street-london-shop-interior/ Profitect, & Chillman, I. (2018, December 18). Gen Z: inside the minds of retail’s chief disruptors. Retail Week. https://www.retail-week.com/customer/gen-z-inside-the-minds-of-retails-chiefdisruptors/7030715.article?authent=1 Serafin, A. (2019, May 24). Hedi Slimane’s store designs ramp up retail at Celine. Wallpaper. https://www.wallpaper.com/fashion/retail-directory-celine-paris Sina Visitor System. (n.d.). Weibo.Com. Retrieved March 4, 2022, from https://weibo.com/celineofficial?refer_flag=1005050010_ The history of Celine. (2018, September 21). CR Fashion Book. https://www.crfashionbook.com/fashion/a23321746/history-of-celine-brand/ The history of Celine: A timeline. (n.d.). Haute History. Retrieved February 21, 2022, from https://www.hautehistory.co.uk/celine-timeline/house-histories-the-celine-timeline 199IT. (October 25, 2021). Expenditure distribution of luxury consumers in China as of June 2021, by age group [Graph]. In Statista. Retrieved February 21, 2022, from https://0-www-statistacom.library.scad.edu/statistics/1186421/china-share-of-luxury-consumers-expenditure-by-age/ Kering. (February 17, 2021). Value of the leading personal luxury goods markets worldwide in 2020, by country (in billion euros) [Graph]. In Statista. Retrieved February 21, 2022, from https://0-wwwstatista-28 com.library.scad.edu/statistics/245645/leading-personal-luxury-goods-markets-by-country/ WalktheChat. (May 12, 2019). China's share in the global personal luxury market in 2012 and 2018 with a forecast until 2025 [Graph]. In Statista. Retrieved February 21, 2022, from https://0-www-statistacom.library.scad.edu/statistics/977851/china-and-hong-kong-share-of-global-luxury-market/ Wrigley, T. (2019, March 8). Hedi Slimane turns his hand to interior design for Celine’s global flagships. The Spaces. https://thespaces.com/hedi-slimane-turns-his-hand-to-interior-design-for-celinesglobal-flagships/ Online media sources Bloomberg Technology [BloombergTech]. (2017, April 24). Glimpse the store of the future. Youtube. https://www.youtube.com/watch?v=wr28_Pmg1Ag The VOU [TheVOUMagazine]. (2019, May 29). Louis Vuitton “Canvas of the Future” Collection - A new line of handbags with screens. Youtube. https://www.youtube.com/watch?v=Kyk_YDEl7rY Transforming luxury from the business of fashion on. (n.d.). Apple Podcasts. Retrieved February 22, 2022, from https://podcasts.apple.com/us/podcast/transforming-luxury-from-the-business-offashion/id1584340160 WindowsWear [Windowsweartv]. (2021, July 20). The Future of Digital Experiences! www.windowswear.com. Youtube. https://www.youtube.com/watch?v=MnT1SJPpzL4 小红书_标记我的生活. (n.d.). Xiaohongshu.Com. Retrieved March 4, 2022, from https://www.xiaohongshu.com/
DISCUSSION
