Luxury Brand Strategist | Crafting Technological Solutions Rooted in Customer-Centricity and Data Driven Insights
MFA Thesis
The Future Impact of Digital Twins on the Fashion Industry: From Ideation to Disposal
This thesis aims to conduct an extensive examination of the fashion industry's present state, culminating in the development of an industry-oriented theory rooted in the integration of digital twin technologies. The intersecting realms of physical and digital landscapes offer significant, yet largely unexplored, potential for the fashion sector through digital twins. While various industries have already embraced this technology, the fashion industry has only recently begun its foray. This study meticulously explores the current applications of digital twins within the fashion sector and adjacent industries, leveraging industry and consumer data to propose a comprehensive implementation strategy spanning design, supply chain management, marketing, and enhancing consumer experiences via digital assets. Moreover, it not only highlights the strengths and opportunities inherent in digital twin technology but also intricately scrutinizes potential weaknesses and threats. The ultimate goal of this thesis is to present an industry-specific theory fostering a more circular fashion industry, aiming to minimize waste, streamline production, and offer consumers highly personalized experiences. This strategy will create a consumer centric approach to economic, environmental, and social sustainability.
Brand Extension - Lurssen HYDRO Yacht
My team and I developed an innovative concept for a yacht powered by hydroelectric propulsion. This cutting-edge idea leverages renewable energy to create a more sustainable and environmentally friendly option for marine transportation.
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My contributions to the project were pivotal in several key areas. First, I conducted extensive research on hydroelectric propulsion technology, exploring its mechanics, potential benefits, and feasibility for use in yachting. This research was essential to ensure that our concept was grounded in viable science and engineering principles.
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Additionally, I spearheaded the development of our marketing plan. This involved identifying target demographics, crafting compelling messaging, and outlining strategies to position our hydroelectric yacht as a market leader in sustainable luxury transportation. The marketing plan was crucial for demonstrating the commercial viability of our concept and attracting potential investors.
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Lastly, I utilized artificial intelligence tools to create detailed mockups of the yacht. These AI-generated visuals were instrumental in conveying our vision to stakeholders, providing a tangible representation of what our hydroelectric yacht could look like. These mockups not only enhanced our presentations but also helped align the team’s creative direction.
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Overall, my contributions ensured that our project was well-researched, market-ready, and visually compelling, significantly enhancing the quality and impact of our final presentation.
Sourcing Plan - LIO
This collaborative venture was a dynamic journey that tapped into diverse expertise. Beginning with a thorough exploration of country-specific dynamics, we delved into economic, social, and cultural nuances, leveraging these insights to drive strategic decisions. Within this framework, my focus was on orchestrating the supply chain framework, ensuring seamless logistics and conducting comprehensive analyses to optimize efficiency and sustainability.
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As part of the team effort, our creative energies converged to craft a unique button-up shirt brand. Each design was meticulously conceptualized to blend style with functionality, reflecting our collective vision. Alongside this, my individual contributions in orchestrating the supply chain framework played a crucial role in ensuring our operations ran smoothly. By combining our efforts, we fostered innovation, maintained market relevance, and maximized operational effectiveness, setting a solid foundation for success.
Hospitality Collaboration - The Moncler Experience
In our collaborative plan, my distinct contributions significantly influenced both the strategic direction and visual presentation, enriching the final outcome. My role centered on crafting a compelling value proposition, precisely aligned with our overarching business objectives, thus providing a solid groundwork for our collective efforts. Delving into the intricacies of our target audience, my input on segmentation proved pivotal in refining our approach for maximum resonance. Moreover, my meticulous design of a robust business model charted a clear path towards sustainable growth and profitability, enriching the team's strategic vision.
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Simultaneously, I spearheaded the development of an encompassing marketing mix, meticulously integrating product, price, place, and promotion strategies to expand our market footprint effectively. In addition to strategic input, my creative flair came to the fore in generating AI-powered visuals that not only enhanced the aesthetic appeal of our presentation but also ensured clarity and professionalism in conveying our ideas. These individual endeavors, while integral to the project's success, were complemented by the collaborative synergy of the team, which collectively elevated the project's overall quality and impact.
Brand Extension - Fendi Beauty
In this endeavor, I played a pivotal role in enhancing our marketing strategy by spearheading the segmentation, targeting, and positioning (STP) process. This involved meticulously analyzing market data to identify distinct customer segments, determining the most viable target markets, and strategically positioning our product to meet the unique needs of these segments.
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Additionally, I took the lead in organizing and executing a comprehensive photo shoot, ensuring that our visuals effectively communicated our brand message and resonated with our target audience. Following the shoot, I was responsible for creating detailed mockups for our final marketing collateral, integrating the visual elements with our STP strategy to produce cohesive and compelling materials.
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These contributions were crucial for several reasons. By refining our segmentation, targeting, and positioning, we were able to focus our resources on the most promising market segments, thereby enhancing our marketing efficiency and effectiveness. The high-quality visuals and well-thought-out mockups ensured that our marketing materials were not only aesthetically appealing but also strategically aligned with our brand objectives, ultimately leading to a more impactful market presence.
Geographic Expansion - Maison Francis Kurkdjian
This initiative encompasses several critical components aimed at driving successful international expansion and market penetration.
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Firstly, we conducted an in-depth country analysis to evaluate the viability of entering the Chinese market. This comprehensive study assessed various factors such as economic stability, market potential, consumer behavior, regulatory environment, and competitive landscape. Our decision to expand into China is rooted in the insights derived from this analysis, highlighting the country's robust growth prospects and the rising demand for luxury products.
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Secondly, we developed detailed store design mockups tailored for our new location in China. These mockups incorporate culturally relevant aesthetics and spatial planning that resonate with Chinese consumers while maintaining the brand's global identity. By optimizing the store layout and design, we aim to enhance customer experience and drive higher foot traffic and sales.
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Lastly, we crafted an integrated marketing plan, central to which is the introduction of a new fragrance specifically designed for the Chinese market. This marketing strategy leverages both traditional and digital channels to create a cohesive and compelling brand narrative. The new fragrance not only caters to local preferences but also serves as a unique selling proposition to distinguish our brand in a competitive market.
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Overall, these initiatives were necessary improvements to ensure our expansion into China is strategically sound, culturally attuned, and commercially successful.
Hospitality Business Model - Winery Glamping
In this hospitality venture, I played a vital role in ensuring its success by actively contributing to several critical areas. I was instrumental in developing the key success factors, which are essential for guiding the project's direction and evaluating its effectiveness. My work on segmentation, targeting, and positioning involved analyzing the market to identify specific customer groups, determining the most promising segments to focus on, and crafting strategies to effectively position our product to meet their needs.
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I also took the lead in shaping our business model, ensuring it was both innovative and viable, addressing market demands, and aligning with our overall strategic goals. Additionally, I dedicated significant effort to creating the visuals for our presentation, ensuring they were engaging, clear, and effectively communicated our ideas to our audience. These contributions were crucial in transforming our initial concepts into a comprehensive and compelling project, ultimately driving its success.
