Month: April 2020

Although the topic has become more clear in these few days, I always fell that ‘brand souvenirs’ is not the right word to describe the subject I would like to talk about. I found it difficult to reach the results which are relevant enough when searching by ‘brand souvenirs’. In Chinese, there is a word… Continue reading Merchandise! not souvenir anymore

Considering fashion sustainability as a focusing angle of my project, I did research on fashion campaign about sustainability. As a brand doing almost the best in fashion sustainability, Stella McCartney has launched campaign films, which inspired me a lot in the creative narrative and presentation of fashion sustainability as the main concept. “We are proud… Continue reading Research on Stella McCartney’s campaign focusing on fashion sustainability

Hamilton described the movement’s characteristics writing, “Pop art is: Popular (designed for a mass audience), Transient (short-term solution), Expendable (easily forgotten), Low cost, Mass produced, Young (aimed at youth), Witty, Sexy, Gimmicky, Glamorous, Big business.” When thinking deeper about the way in which brand souvenir works, I feel that it is in line with the… Continue reading Analysis of the relationship between brand souvenirs and pop art

Millennials: They are the first global generation connected by the Internet, and social media (Espinoza et al., 2010).  They select and consume products that help them to define who they are and what they value. They care for innovation. They have environmental concerns, pay attention to sustainability. The social influence of purchasing decisions is high… Continue reading Target audience

the topic has been clarified during the spring break. The topic after refined: Researching on how brand souvenirs connect with millennials within the current fashion industry. or How brand souvenirs connect with the audience within the fashion industry in the context of fashion sustainability? Also want to figure out effective solutions for brand souvenir to not… Continue reading The development of the master’s project during the spring break