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[ subject:"Fashion." ]
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The Role of Visual Identity Design i...
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Cai, Jia.
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The Role of Visual Identity Design in the Evolution of Luxury Fashion Brand Strategy.
紀錄類型:
書目-電子資源 : Monograph/item
正題名/作者:
The Role of Visual Identity Design in the Evolution of Luxury Fashion Brand Strategy./
作者:
Cai, Jia.
出版者:
Ann Arbor : ProQuest Dissertations & Theses, : 2019,
面頁冊數:
66 p.
附註:
Source: Masters Abstracts International, Volume: 80-12.
Contained By:
Masters Abstracts International80-12.
標題:
Fashion. -
電子資源:
http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13882228
ISBN:
9781392179161
The Role of Visual Identity Design in the Evolution of Luxury Fashion Brand Strategy.
Cai, Jia.
The Role of Visual Identity Design in the Evolution of Luxury Fashion Brand Strategy.
- Ann Arbor : ProQuest Dissertations & Theses, 2019 - 66 p.
Source: Masters Abstracts International, Volume: 80-12.
Thesis (M.F.A.)--Rochester Institute of Technology, 2019.
This item must not be sold to any third party vendors.
Fashion luxury brands have taken longer than other retail segments to understand and adapt to consumer behavior changes created by the digital revolution over the past decade. Digital and social media has created a fundamental shift in consumers expectations of their shopping experiences.The big debate in the luxury fashion industry has been whether the integration of 'off-line' and 'on-line' actually creates value or reduces the exclusivity associated with the brands. In the past, luxury brands have relied on traditional marketing channels such as print and direct mail to engage their high-value customers. Additionally, the industry has placed an enormous focus on the in-store experience as an opportunity to differentiate through enhanced service, ambiance, and customization.Data, however, shows that there really is no debating the benefits of going on-line any longer. The impact on performance by digital is clear, for brands that have chosen to invest in enhancing their shopping experience using digital and/or social media channels and platforms. It is not one versus the other. Instead, the two mediums need to come together to create a relevant customer journey.The challenge is that there is not a simple repeatable roadmap to succeeding in the digital landscape. Brands need to invest in testing, adapting, and finally innovating their on-line offering to win a share of consumers' minds.This thesis explored the role that visual identity design plays in social media - the most heavily leveraged platform by luxury fashion brands to create their on-line experience. The thesis ideates and iterates on opportunities through design to create a seamless browse-to-purchase experience for luxury customers. The specific experiments conducted were through the lens of a fashion re-seller called 'TELLER BLANC'.
ISBN: 9781392179161Subjects--Topical Terms:
549143
Fashion.
The Role of Visual Identity Design in the Evolution of Luxury Fashion Brand Strategy.
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Fashion luxury brands have taken longer than other retail segments to understand and adapt to consumer behavior changes created by the digital revolution over the past decade. Digital and social media has created a fundamental shift in consumers expectations of their shopping experiences.The big debate in the luxury fashion industry has been whether the integration of 'off-line' and 'on-line' actually creates value or reduces the exclusivity associated with the brands. In the past, luxury brands have relied on traditional marketing channels such as print and direct mail to engage their high-value customers. Additionally, the industry has placed an enormous focus on the in-store experience as an opportunity to differentiate through enhanced service, ambiance, and customization.Data, however, shows that there really is no debating the benefits of going on-line any longer. The impact on performance by digital is clear, for brands that have chosen to invest in enhancing their shopping experience using digital and/or social media channels and platforms. It is not one versus the other. Instead, the two mediums need to come together to create a relevant customer journey.The challenge is that there is not a simple repeatable roadmap to succeeding in the digital landscape. Brands need to invest in testing, adapting, and finally innovating their on-line offering to win a share of consumers' minds.This thesis explored the role that visual identity design plays in social media - the most heavily leveraged platform by luxury fashion brands to create their on-line experience. The thesis ideates and iterates on opportunities through design to create a seamless browse-to-purchase experience for luxury customers. The specific experiments conducted were through the lens of a fashion re-seller called 'TELLER BLANC'.
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http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13882228
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