Fashion Marketing and Communication

MA Fashion Business MA Fashion Marketing and Communication

ARUNTIP CHARUNGPOLPIPAT MA FASHION BUSINESS

An Investigation into how Thai Garment Manufacturers can Transform Themselves in the Thai Fashion Market, by creating their Own Brand. My project researches new business opportunity platforms for Thai garment manufacturers within the Thai fashion market by developing their own brands. The study investigates the industry and potential opportunities for Thai garment manufacturers, and others who are interested to invest in Thai fashion market. The work forms a document giving suitable guidelines. Additionally, Thai consumer behavior and preferences are studied by questionnaires in order to determine the profile of the target market. Then group discussion research will analyse what styles are missing and which marketing strategy will be suitable for the Thai market, addressing the competition. Finally the supply chain is considered, in order to maximize the potential efficiency of business. beefrontier@hotmail.com

Hyeyoun Jun MA Fashion Business

A comparative study of the Tesco retail fashion market in the UK and South Korea Tesco is one of the largest fashion retail stores, and one of the largest supermarket companies in the world. It is also a highly successful business in South Korea and in the UK. My work investigates marketing strategies to understand how and why they are successful in the UK and South Korea. jhy1492@naver.com Image: Tesco, Retail Fashion Brand. By: Hyeyoun Jun

Yu Li (Amy) MA Fashion Business

The Role of the Footwear Sales Agent in helping European Footwear Brands enter the Chinese Market My research investigates how to develop a footwear business in China focusing primarily on second level cities. The most interesting part in my study is exploring the fashion and art world in footwear areas. Under the recent global economic situation, footwear marketing is still a developing area within the fashion industry with much potential. Peoples passion for great shoes is not only related to their function but by looking at them as a piece of art. In my opinion fashionable footwear combines nature, art and architecture. I hope to be able to bring these beautiful things to people and enable them to understand and love them. Through learning the developing of footwear history, I can understand different fashion in different time periods and peoples view of nature and social things. Catching every small sight in nature and life and combining this into a continuous beautiful picture is what I do everyday now. I think this is not only possible through research of footwear fashion but also everywhere. Liyu1007@163.com Image: Womens power. By: Yu Li

Pongsakorn Suwansawet MA Fashion Business

Innovative Fashion Communications; the 3-Dimensional Technology: How Fashion Brands Thrive and Develop Over the decades, fashion and technology have been involving and evolving together. These two themes cannot be separated from each other. This connection has spread in almost every area of the fashion industry from the design stage to merchandising. As technology is rapidly evolving and is closely linked with the fashion industry. Fashion communication becomes more innovative and this is an on-the-trend topic. New ways of fashion communications, involved with modern technology, have been an interesting approach in terms of branding, especially in terms of adding value and uniqueness for many fashion brands. My project is concerned with the study of how fashion gets involved with modern technology especially with 3-Dimensional technology, in terms of new ways of communicating. The project also focuses on the business perspective; how it affects consumers and their behavior, and the influence it has on fashion brands and the future of this technology. psk_sawa@hotmail.com Image: 3-D fashion communications. By: Pongsakorn Suwansawet

Yuan Wang (Kelly) MA Fashion BUSINESS

Luxury brands have been investing in the Chinese market and China is one of the fastest growing markets. Tremendous purchasing power and constantly changeable lifestyles will reshape the luxury market during the following decades. However, China itself has very few of its own luxury brands, Shanghai tang and NE-Tiger being key players. As a nation surely we should be questioning why this is the case and look to build our own luxury brands. Firstly, China is an ancient country with 5,000 years of civilization history. We have our own culture and stories and we can use these as traditional elements into luxury products, such as China, Peking Opera and Jade, including both their images and connotations. Numerous luxury brands and shops have entered the Chinese market, the main group of consumers are the first generation of one-child families; they are well educated, spoilt, selfconfident and vain. These are the people who have the ability to take on the challenge of developing Chinese own luxury brands. We have to be well prepared and patient. If all the basic conditions are fulfilled, Chinese luxury brands will fly higher and longer into the luxury field just like the cranes on the top of the picture. kelly.wang2004@hotmail.com Image: Montage of luxury brand imagery from China. By: Yuam Wang (Kelly)

WEI YIN MA Fashion Business

My project aims to change the views of the whole world, that China is no longer just a country for production, but one that can design too. The title of my project is to expand a Chinese brand into the UK market. I have chosen a highly successful jewellery brand, Bao Bao Wan, as my object of this study. The research focuses on how to break into the European luxury market with a Chinese brand. The study examines other successful brands, both Chinese and European to discover the methods used to develop products, marketing strategy and the factors needed for creating a brand. I have chosen the UK market as my first target to prove whether it will work, and the methods needed to develop a new brand. katzu811@hotmail.com

Jiyun Zhao MA Fashion Business

Setting up a successful boutique in Shanghai My current project researches the recent status, competition and consumer behavior of the Shanghai boutique market, and analyses the future development of Shanghai fashion market. The end aim is to set up a successful boutique in Shanghai. With knowledge gained through intense primary and secondary research, my own boutique will showcase the most popular brands and styles leading to a unique offer. Beneficiaries of my work might include businessmen interested in investing in a boutique, academics needing an insight into the Shanghai boutique industry, and consumers who are interested in the boutique market. april.zjy@gmail.com Sponsor acknowledgment: JIE PIN Culture Spread Company Fashion Director Sherin Image: Boutique Booklet. By: Jiyun Zhao

Saumya Agrawal MA Fashion Marketing and Communication

Marketing Image Consulting in India My research explores the increasing scope, marketing opportunities and awareness of image consulting in India. It explores the psyche of the Indian consumer and various ways to reach and appeal to them. It identifies the adaptations and modifications that are required in the field of image consulting in order to attract the Indian consumer. My investigation embraces both the clients needs and specifications, and the business perspectives of image consultants in order to successfully launch an image consulting firm in India. saumya_zone@hotmail.com Image: Beauty does not lie in the eyes of the beholder anymore. Now its in your own two hands. By: Saumya Agrawal

JENNIFER BACCOU MA Fashion Marketing and Communication

Young Independent Designers: enhancing creativity This research compares and evaluates the design process management of different young independent designers to identify major issues encountered during the first five years after creating a brand. It analyses the impact of elements such as skills, quality and investment, and examines designers psychological profiles to determine their fears and expectations. When creating a new brand, the first years are critical and a lot of designers fail to find appropriate resources because of a lack of understanding of the market and the help available. Therefore, my work will aim to determine how this project can assist potential beneficiaries and the fashion industry in general, by creating and evaluating a new relevant outcome based on my recommendations. This concrete project, managed in collaboration with young designers, will help support creativity and preserve the diversity of the fashion landscape. baccjen@free.fr Image: Young Independent Designers By: Jennifer Baccou Model Justin M.Maller, 2007.

MARY-ANN BALL MA Fashion Marketing and Communication

My project researches the development of a new personalised jewellery brand that encourages people to create individual styles by mixing and attaching different components that also have a multifunctional use. The jewellery aims to create individual style that is both beautiful and fun. The purchase of jewellery is unique, whether we buy it for someone else or as a gift for ourselves, it is usually bought with love. The idea that somewhere along the supply chain something bad has happened is not coherent with these feelings and so ethical practices became a very important part of this project. I undertook to investigate the possible strategies that a small jewellery business can adopt to ensure a more sustainable future for everyone, and also a guilt free purchase for the consumer. In order to fully understand some of the problems involved within the jewellery industry I conducted a case study of the Potosi mines in Bolivia, where silver has been mined for over 500 years. Once the richest city in the world Potosi is now a shadow of its former self. The population are dependant on mining and accept dangerous conditions and child labour. mary123ann@yahoo.co.uk Image: Eyal Golshami, 2010.

Rosie Bennett MA Fashion Marketing and Communication

Independent Retail Space: Physical versus Virtual The independent retail market has the potential to provide consumers with an escape from the homogeneity of the high street, whilst allowing them to interact with store environments that are niche, personalised and innovative. The challenge for this area of the market is to beat off stiff competition, deal with small physical environments and contend with the weak British economy. Finding great inspiration from clever store design utilized in small independents in Tokyo, my Masters explores the future potential of independent retailing within the UK. My aim is to investigate the issue of space, looking at the combination of a strong in-store experience, and the use of online and digital presence. The goal of the Masters is to provide inspiration and a source of knowledge for UK independents, which informs and suggests viable solutions to the future of independent retailing. rosie.bennett@hotmail.co.uk Image: ILLEI store interior, Tokyo. By: Rosie Bennett

Yaru Cai MA Fashion Marketing and Communication

The Impact of Collaboration in the UK Fashion Middle Market The purpose of my project is to investigate the impact of collaboration on the British fashion middle market. The recent prevailing collaboration in the fashion industry has inspired me to carry out the research. The main objectives are to evaluate the importance of collaboration, as well as to identify the positive and negative effects. The reason why I focus on the fashion middle market is to explore the theory that collaboration enables middle market retailers to combat the effects of the recession and gives a competitive advantage. The research also investigates how collaboration develops its effectiveness. I also make recommendations for fashion retailers when they adopt collaboration as their business strategy. starblooms@hotmail.com Image: Lanvin H&M Henry Holland with Debenhams Debenhams, 2010. Kate Moss with Topshop Topshop, 2010.

Wen Shu Chang (Carrie) MA Fashion Marketing and Communication

British brands such as Paul Smith and Ted Baker have made their mark on the Taiwanese market, but so far high street chains have been less successful. In 2000 Topshop launched in Taiwan, but closed its doors in 2002. My project will look at why this happened and if there is potential for this brand to be successful in the market again. The aim will be to provide a strategic plan for the Topshop chain to re-launch in Taiwan by assessing the needs of female Taiwanese consumers and the influences on their purchasing decisions. feifei0717@hotmail.com Image: Selection from Arcadia and authors own.

Meinan CHEN MA Fashion Marketing and Communication

An Investigation into Topshops Entry into Mainland China China as an emerging market attracts a large number of British fashion brands such as Paul Smith, Tie Rack and Marks & Spencer. This project explores the potential Chinese market of Topshop - a British young fashion brand. Do Chinese consumers love Topshop? What are the challenges Topshop faces in the Chinese retail market? How does media affect the spread of a foreign fashion brand? The research answers these questions and shows that the burgeoning business and fashion environment in China today makes it a perfect match for Topshop. The research was conducted via market research and the literature on the development of Chinese fashion market. It was carried out in Beijing and Shanghai. SWOT and PESTLE analysis help the audience understand how Topshop adapt to the Chinese market using diversified pricing, promotion strategies. nothing-june@hotmail.com Image: Chinese Street Chic & Topshop fashion items. China: @streetchic.cn Topshop: @topshop.com

YUN-CHIH CHEN MA Fashion Marketing and Communication

For most women, the daily use of cosmetics is prolific as they adhere to the cultural notions around beauty. This is an investigation and commentary into the UK and Taiwanese make-up market and trends from 2000 to present day. To understand the past and forecast the future of make-up, the focus is on the cultural differences reflected in the beauty, fashion, perceptions of beauty and consumer desires. xenia094@hotmail.com Image by Yun-Chih Chen.

Yuqing CHEN MA Fashion Marketing and Communication

How Fast Fashion has Influenced the Fashion Industry in the UK The fashion industry is a powerful and widespread business, in particular the newly emergent market of fast-fashion in the past decade. Currently, in the ever changing fashion world, fast fashion is one of the effective strategies to deal with the rapidly changing market. The research aims to analyse the extent to which fast fashion influences the fashion industry in the UK. The impact on consumer behaviour, fashion market and the comparison with traditional fashion is investigated. This research will also analyse the strategic position of fast fashion brands such as Zara, Topshop, H&M and offer recommendations for their future strategic direction. In the short-term, consumers and people working in fashion industry might be the main audience for this research. It is also hoped that in the future this may be transferable to fashion marketing publications, and have strategic use for the fast fashion marketing industry. chenyuqing0723@gmail.com Image: American Apparel, 2011.

FANG FANG MA Fashion Marketing and Communication

Price Strategy for Sustainable Fashion Multiple research methods are adopted to investigate the current situation of ethical fashion practice. The aim is to understand the threatens and opportunities brought by ethical fashion, and try to find out the possibility for a brand or retailer to achieve great profit, by using sustainablefabrics and carrying out a zero-waste strategy. Most research studies are done in the fast fashion industry or with the independent ethical fashion designers who work closely with the industry, where one of the key issues is costings. My work is intended to clarify the cost for using sustainable fabrics or recycling technique respectively, together with consumer insights towards ethical fashion. fangfang-ala@sohu.com Image: The photo of the exhibitor, Jacobs Well, an ethical fashion brand of garments and accessories, taken from ethical fashion trade show. By: Fang Fang

Siying He MA Fashion Marketing and Communication

The development potential of British high street fashion brands in the Chinese fashion market The aim of my project is to investigate how British fashion brands can expand into the Chinese market. I want to investigate how consumers can be targeted and which marketing concepts and strategies could help British fashion brands looking to explore new markets. My dissertation shows the journey I have taken in collecting data, and hopefully I can turn the data into a toolkit to help companies develop marketing plans to enhance their business operations in China. xinye0823@hotmail.com Image: Footprints of brands in China By: Siying He

Shun-Hsiang Hsieh (Stanley) MA Fashion Marketing and Communication

An Investigation into the Way Fashion Enables the Creative Industries to Become Inter-Linked With the growing spread of the fashion industry in recent years, fashion has not only become a trend around the world but also a way of connecting designers, consumers and contemporary art. Originally, fashion pertained to the wearable and practical aspects of clothing. Today however, it combines a variety of creative disciplines. Fashion has become more popular and closer to the public in their daily lives and it has been involved in contemporary art through collaboration with designers. Collaboration is also a way for artists and designers to present their creations to an audience and obtain feedback directly. The fashion industry has become a vehicle for the creative industries. stanleyhsiehba@gmail.com Image: Illustration: Fashion and the Creative Industries. By: Shun-Hsiang (Stanley) Hsieh

Jie Hu MA Fashion Marketing and Communication

The Future Concept for Fashion Branding; How to Promote High Street Fashion Brands in a Digital World The aim of my project is to discover and create some innovative methods of promoting for high street fashion brands in the digital world. The emergence of the Internet has a profound and important influence on the marketing of fashion brands. It is significant to understand the effects of the rapid development of the Internet, because it is helpful for fashion brands to adapt to the new environment. In 2010, we are able to feel the changes of the traditional media in the Internet age clearly. New media has penetrated into most industries in many ways: such as mobile media, digital TV, mobile TV, blog, microblog, and outdoor media. With the innovative application of new technologies, the development of new media will continue. charlene_hujie@163.com Image: Fashion Promotion via Mobile Devices By: Jie Hu

Huang Shan MA Fashion Marketing and Communication

The Importance of Visual Merchandising in the Fashion Industry Window display Visual merchandising is one of the most important ways to attract consumers. If Selfridges were a magazine, the window would be the front cover. (Alannah Weston, Creative Director). Window displays are an important part of visual merchandising. Not only does it help customers connect with the products, it also helps the retailer to build the brand. I am interested in the art of creating window displays and this is reason I have chosen visual merchandising as my research area. huangshanstella@hotmail.com Image: Harrodss Christmas Window Display, London. By: Huang Shan

Tung Ling (Ilaria) Huang MA Fashion Marketing and Communication

Fashion, Trend, Technology To remain competitive and retain market visibility, all major world industries have to embrace rapidly evolving breakthroughs in technology, specifically those specialising in global communications and branding. The fashion industry is no exception, and is ever seeking new ways in which to utilise technology to reach out to, and communicate with the consumer. The MA is an investigation into future collaborations between luxury fashion brands and technology, and as new marketing and communication channels continue to appear, it explores how fashion brands will look to exploit them. With the exponential rise in the number of users on the Internet and social media sites, such asFacebook and Twitter, fashion brands are looking, not only to reach their consumers more effectively, but to use mobile commerce (or M-commerce) to understand their consumers lifestyles in more depth. The MA asks, what are the most important lessons and implications that luxury brands must keep in mind? How do luxury fashion brands increase their business value while keeping up with the next generation of mobile commerce? And how can fashion brands accomplish this with style and creativity? linlin1924@hotmail.com Image: Fashion, Trend, Technology @ Apple Inc, 2011 iSmashPhone.com By:Tung Ling (Ilaria) Huang

namita kadakia MA Fashion Marketing and Communication

Emergence of International Brands in the Indian Retail Market Over the past two decades, the India has seen an influx of international brands entering its retail market. Brands such as Armani, Kenzo, Cartier, Louis Vuitton, Promod and Zara entered, the market, however, many brands such as Dockers, GAS and Springfield did not succeed and exited the Indian market. A few of them adapted their existing strategies such as Marks & Spencer and Debenhams. With the help of my research, this dissertation attempts to find answers to questions such as - what went wrong with the brands that failed? What is the growth trajectory for retail in India? What is the right path to adapt when entering the Indian market and what strategies do brands need to apply for the Indian market? Namita020288@hotmail.com Image: Hermes Indianfantasies Hermes Indiancampaigncatalogue2008.

Kong Siu Kwan (Tiffany) MA Fashion Marketing and Communication

How Sound Influences Consumer Behaviour in the Fashion Industry Traditional marketing strategies are no longer enough to make brands stand out from the crowd in the increasingly competitive market place. Sensory experience is one of the new communication forms of marketing; creating a powerful trigger for human emotions. This research explores how brands can develop sonic branding and use sound strategy. tifftiny@gmail.com Image: How Sound Influences Consumer Behaviour in the Fashion Industry. By: Kong Siu Kwan (Tiffany)
(This image is a combination of an online image from shutterstock.com, a poster image and a photo of Topshop window display in Oxford Street taken by the author, 2011)

yu-ting lai MA Fashion Marketing and Communication

Fashion Logistics My project focuses on how to minimise lead times for fashion products. I investigate how the lead time affects customer satisfaction. I research ways to minimise costs but still provide good customer service. My project also focuses on online shopping, I have developed strategies that can be applied to fashion businesses to help them improve sales and stimulate growth. ilw0123@hotmail.com Image: Fashion Logistics in Taiwan About.com Geography snap2objects Feb 20 2009 By: Lai Yu-Ting

yuan li (Eski) MA Fashion Marketing and Communication

An Exploration of Illustration and its role in contemporary fashion communication Fashion illustration can be considered as one of the most fundamental components of fashion design, both as a working process aiding designers in the studio, through to visual marketing techniques on the high street. Along with photography, it is one of the most popular mediums used to present brand image, through packaging, in-store design, advertising and visual merchandising. Fashion illustration has been constantly evolving over the last 100 years, sometimes in vogue, sometimes not. Where fashion photography can present a brands garments, products and models in appealing and creative ways, it is nevertheless ultimately a record of reality. This is where illustration takes over; it is not hampered or restricted by the limitations of the photographic image. Illustration allows us to enter the realms of the imagination, mystery and narrative, and affords the viewer, or fashion consumer, the luxury of interpretation. My dissertation explores how illustration has been utilised by the fashion industry, examines deeper trends in fashion sub-culture, and how it continues to develop and play a major role in fashion communication. eksiant@126.com Image: All illustrations and photography by Yuan Li (Eski).

Yen-Chun Lin MA Fashion Marketing and Communication

The Investigation into Eco-Fashion Strategies of Luxury Brands My MA investigates the subject of luxury brands eco-fashion strategies. In the past decade, global warming has become one of the most significant issues around the world. Luxury brands are renowned for their appreciation of exquisite artisanal, rare materials and ostentatious images. In contrast it is also important to consider eco fashion and how it seeks to minimise waste and impact on the Earth. On the other hand leading luxury brands are playing an important role to make ecology inspirational. Thus, the objective of this research is to realise how luxury brands can remain their core-value and demonstrate their concern about environment issues simultaneously. In addition, how do the luxury brands utilise eco topics to achieve both product promotion and environmental concern? Furthermore, what kind of eco-strategies would satisfy consumers expectation? Last but not least, how could consumers perceive these eco-strategies clearly and effectively? linyenyen1114@gmail.com Image: When luxury brands step towards eco-fashion. By: Yen-Chun Lin
Image1: The high heel images.weiphone.com Image2: The globe ext.pimg.tw

RUI LU MA Fashion Marketing and Communication

My interest in fashion buying and how shops which sell collections from many different brands has led me choose to study the Chinese retail I.T. In my project I compare this successful stores format and marketing strategy with other jeanswear retailers, in particular the UK brand Republic, to try and understand the companys formula and perhaps make suggestions for brand extensions or improved sales. I hope the knowledge from this research will help my future career in fashion buying. rainlw622@hotmail.com Image by Rui Lu.

JUN LU (Grace) MA Fashion Marketing and Communication

My project focuses on setting up my own highstreet retailing brand Echo in China. To some extent, it can be called selective imitation. Based on imitating selectively novel marketing strategies and fashionable styles from Top Shop and other high-street retailing brands in UK, I hope to create a Chinese high-street retail brand for women aged 18 to 32. Through extensive research of my target group, British retailers and the current Chinese market I will analyse those elements that will and will not work for the Chinese consumer. My ultimate goal is to create a detailed strategy of how to set up a successful retail store together with images. This in turn will also provide both feasible and valuable marketing strategies for other Chinese clothing companies. At the same time, it would help British retailers to understand the Chinese consumer and market in depth. lujun_grace@yahoo.com.cn Image by Jun Lu (Grace).

LU XIAODAN MA Fashion Marketing and Communication

Fashion should be an equal right for people who live in second tier cities in China An investigation with recommendations. My project investigates changes within fashion in China which have occurred over the last 30 years. The increasing number of Chinese models demonstrates the increasing influence of the Chinese fashion industry on the world. People who live in second tier cities in China would llike to follow fashion trends. My work investigates how Chinese fashion (and its communication to consumers) is changing and how this change will influence second tier cities in China. luxiaodan8588@hotmail.com Image: Personal beauty

Suneha narang MA Fashion Marketing and Communication

An Investigation into the Influence of Traditional North Indian Design in the current British Accessories Market. India and the UK have had a unique creative relationship for hundreds of years. Indian textiles, traditional products and designs have become imbued into the British design culture. The perception of what is Indian? and how the uses of Indian influenced designs are revisited and reinterpreted are explored and considered within my research. The intention is to anticipate and create future scenarios for the continuation of this creative relationship. suneha_narang@hotmail.com Image: Christian Lacroix Collection.

Alifiya Pratapgharwala MA Fashion Marketing and Communication

Public Relations truth or treachery? My MA forms a detailed observation of public relations within the entertainment and fashion domain, and how these industries require much more than the plain truth, and factual information. A creative and lateral approach to public relations, adopted by brands and celebrities, are key components to my analysis. The dissertation explores the evolution of public relations in todays transforming world of technology, celebrity collaborations and controversy. It goes on to compare public relations techniques within the Indian and UK fashion industries and the implications of global social media. The work is an examination of current practice supported by theoretical information drawn from the field of public relations. alifiyamp@hotmail.com Image: Ash Out. By: Uzair Merchant, BA (Hons) Design for Film and TV, Nottingham Trent University, 2011.

Talor Rowntree MA Fashion Marketing and Communication

The Future of Luxury Fashion: The Roles and Benefits of Technological Advancements in Driving the Luxury Experience My project investigates the future of luxury fashion. Its main focus is the role and benefits of technological advancements within the luxury fashion industry. The project reflects different aspects of luxury fashion and reviews alternative opinions within the luxury market. I demonstrate various contemporary ideas already used within the luxury industry and have also created my own innovative idea to generate a unique and wonderful shopping experience for customers both in store and online in the future. talor_rowntree@hotmail.com Image taken by Talor Rowntree, includes Ray Ban Sunglasses, 2011 and Chanel Website, 2011.

Shreya Shetty MA Fashion Marketing and Communication

An Investigation into the world of Fashion Styling and Promotion of Fashion Styling in India My project investigates the world of fashion styling. It explores the different factors influencing and directing innovative fashion styling, understanding the different roles of the stylist in the fashion media and a comparative study of styling in the UK and the Indian fashion industry. I have been undertaking diverse research methodologies - interviewing professionals from the UK and Indian fashion industry, image analysis of works of significant stylists and photographers, focus groups with experts and consumers and surveys online. This overall approach of researching and analysing in depth coupled with practical styling projects in collaboration with my photography and fashion peers is surely going to help me. It will develop my academic and practise based knowledge and understanding. shreyashetty18@gmail.com Image: Fashion Styling By: Shreya Shetty Location: Tertulia, Pune, India.

Fang Shih MA Fashion Marketing and CommunicatioN

An Investigation into Colour Preference of Pink Clothing of Chinese Female Fashion Consumers The aim of this research focuses on enabling fashion relative workers to understand the colour preference of pink for Chinese female fashion consumers. To identify important factors in culture, government policy, economics, society, technology and other variables which impact on the popularity of pink clothing in modern China. Furthermore, to understand the connotations of pink in modern China and how they influence the buyer behavior of Chinese fashion consumers. The research evaluates the commercial implications of pink female clothing in the Chinese fashion market. Additionally, it also illustrates and analyses the differences of colour preference to pink between the West and the East fashion markets. summer41972@hotmail.com Image: Pinks silently propagate themselves by different seeds. By: Fang Shih

Hui-Chen Shih MA Fashion Marketing and Communication

An Investigation into the Development of Chloe Promotion for the Chinese Market This project is about creating a new strategy for the promotion of the Chloe brand in China, with a main focus on the use of brand positioning to attract the fashion retail market. Because of the viable landscape of fashion luxury brands in China, the aims of the study are to understand the theory of luxury brands development and brands promotion, and analyse what will effect the consumer purchase decisions. Chloe entered China officially in 2005, there are now eight Chloe retail stores, but only two in Beijing, other six are all located in southern China. In the past, commercial focus was more concentrated in the southern cities of China, but in recent years, the power of consumption were enhanced in the northern cities and peoples acceptance of luxury brands has increase. huichen24@hotmail.com Image: Elegance taken by Hui-Chen Shih (2011)

ching-wen tseng MA Fashion Marketing and Communication

A Review of Fashion Blog Models with a View to Developing a New Appropriate Business Strategy This research investigates the new phenomenon that more and more bloggers are creating and sharing contents about fashion design, street style, brands and fashion beauty through their blogs some become famous. Blogging is one of the biggest communication trends of the twenty-first century. There are many types of blogs: Individual, charity, professional and business. The specific reasons for blogging will vary but most are united by the common motivation to earn money from blogging. There are many ways in which blogging can be lucrative in a financial sense. One of the simplest ways is by selling products directly from the blog. A key objective of my research is to define a commercial business model for a new type of fashion blog. b633246@yahoo.com.tw Image: Blog Trend. By: Ching-Wen Tseng

Ting-Hsuan Tseng (Vivian) MA Fashion Marketing and Communication

Fast Fashion in Life Today, as newspapers, global media organisations and Internet bloggers reveal all kinds information about fashion, and as people focus on fashion products as part of their daily routine, the fashion industry continues to be as competitive and demanding as ever. Many people strive to follow fashion, but not everyone can afford the prices of luxury brand items, so many people seek look- alike products. This has stimulated the fast fashion market. My project shows how fast fashion is affecting buying habits of consumers seeking todays fashion trends at a lower cost. vivian0404@hotmail.com Image: Fast fashion in life. Models: Fion Wang and Aishu Lee. By: Vivian (Ting-Hsuan) Tseng

Maria Vasconcellos MA Fashion Marketing and Communication

Age-ism: Exploring the relationship between ageing and the fashion industry to develop a marketing strategy tailored to an increasing population of mature female consumers in Britain. In response to an increasing mature population in Britain, this project investigates the fashion industrys attitudes towards ageing and how these relate to the attitudes of both young and mature consumers. The current market and the media are also analysed to provide context for the study. The ultimate aim is to develop a brand concept and supporting marketing strategy that addresses the demands of the neglected older market whilst engaging with younger generations to encourage their patronage of the brand in the future (Rabolt & Solomon 2004: 85). mbvasconcellos@gmail.com Image: Contrasts of young and old. By: Maria Vasconcellos

Fang-Yi Wang MA Fashion Marketing and Communication

An Examination of Fashion Brand Collaborations and Their Value A brand is the personality of a company and it also represents how people feel about the identity of the company. The concept of brand collaboration has been discussed for years and many companies have started to use this approach in an attempt to increase profitability. This project is focused on how brands collaborate with each other. Brand collaboration offers a way for brands to network and develop. By examining the value of brand collaboration I intend to create a successful model for businesses when they are considering co-branding as part of a marketing strategy. Furthermore, I plan to forecast future branding strategies based on interviews with fashion industry professionals. fionwang0715@gmail.com Image: Lets collaborate? By: Fang-Yi Wang

Jie Wang MA Fashion Marketing and Communication

Successful Branding: - E-commerce Marketing Strategies for Chinese Teen Apparel My project researches the recent status, competition and consumer behavior of the Chinese teenagers (aged 13-19) fashion market and analyses the future development of e-commerce within that market. Secondary and primary research into the most popular teenager fashion brands in China and teenager fashion style with particular focus of e-commence will inform the future development relevant of trends. Beneficiaries of my research will be myself and other entrepreneurs interested in investing in this market. The end aim is to set up a successful e-commerce teen apparel fashion market in China. wangjie19880105@hotmail.com Image by Jie Wang.

Yewei Wang (Yvonne) MA Fashion Marketing and Communication

An Investigation into a Marketing Strategy to Attract Younger Consumers to a Leading UK Luxury Brand yvonne-W917@hotmail.com My goal is to understand the existing luxury market, analyse current consumer behaviour Image: Luxuryaholic. and identify the growing demographic of By: Yewei (Yvonne) Wang younger luxury consumers. The younger consumer group shows great passion for luxury products; it identifies with celebrity endorsement; and also is at ease with the Internet and shopping online. Together, these attributes give luxury brands a good opportunity to attract affluent youth. Through my research I hope to propose a viable marketing strategy for a UK luxury brand to increase its sales by defining a new marketing strategy appropriate to a brand extension into the younger market.

Lois Wright MA Fashion Marketing and Communication

Fashion Communication: The Fast Food or the Gourmet of the Fashion Industry? With technology advancing constantly, new communication channels are continually developing, thus brands have many mediums of communication available to them. Fashion communication surrounds us on a daily basis, but how do we define successful communication? My MA project is the focus of fashion communication in the digital era, the impact of communication channels on brand communication and promotional communicative trends. My project aims to investigate and anaylse how brands thrive and develop with innovative, successful brand communication strategies, eventually resulting in a strategic plan / recommendations on how to drive fashion brand marketing across different and integrated communication platforms, in order for brands to remain diverse and relevant. lois.wright@hotmail.co.uk Image: Me in the Retail Mecca of Oxford Circus. By: Lois Wright

Wu Xia (Crystal) MA Fashion Marketing and Communication

An investigation into the creation of a market entry strategy for European menswear into China My project is about creating a new market entry strategy for European menswear into China and to establish a new brand which is a department store similar to the ethos of Urban Outfitters. This will combine many European menswear labels such as Universal Works and Folk and also stock its own label. My project will develop this store as a new Chinese brand. Slow fashion is often about understatement. My future brand is more concerned about the deeper meanings intrinsic in slow fashion, artisan garments, not over-designed or massproduced, products. Luxury as value in real terms rather than simply a display of wealth. This includes ensuring that my new brand is a complete lifestyle experience. I feel the economic and social climate in China is ready to embrace a more understated vision of luxury menswear. xxklxq@live.cn Image: lifestyle By: Oki-ni, 2011

Zhenzi Xin MA Fashion Marketing and Communication

An Investigation into the UK and Chinese Fashion Magazine Market This project focuses on what makes a successful fashion magazine based on the UK and Chinese markets. In order to gain the practical knowledge of launching a fashion magazine, two aspects of research are undertaken. Firstly by investigating the British and Chinese fashion magazine industry, I have gained fashion relevant learning throughout the project which has given me a greater understanding in relation to launching and franchising a fashion magazine. Secondly, British fashion journalism is already fully developed, through the investigation and comparison I can identify the advantages and disadvantages of the magazine market. This has enabled me to consider problems in the Chinese fashion magazine market and suggest solutions. aprilxin@hotmail.co.uk Image: Fashion magazines. By: Zhenzi Xin

HONGSHI ZHANG MA Fashion Marketing and Communication

A study of luxury fashion brand marketing strategies in China, with a focus on Chinese consumer behaviour There is a new trend for the expansion of luxury fashion brands in the Chinese market. Inspired by the phenomenon of the consumer revolution, my research sets out to investigate the characteristics and behavior of the luxury consumer in China. I investigate how Chinese culture and lifestyle influence Chinese consumer behavior, and identify the attitude of Chinese people towards the marketing and consumption of luxury goods. It is important to examine how the global financial, political and social climate impact on luxury fashion marketing in China. My research compares and analyses the marketing strategies of successful global brands, and specifically how they evolve these strategies to be relevant to the Chinese consumer. shil66@hotmail.com Image: Fall into the temptation of luxury. By: Hongshi Zhang