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 only extend the audience of the brand but also create a sustainable, useful, and quality product for a realistic price.
the key words invole:
fashion sustainability
brand communication (the reconnection between brand and audience)
meaningful/quality objects
free advertising/brand recall
collaborations with artists
Pop art
Social media
The logic of the idea：
Platform: Creating a fashion film to discuss the value of brand souvenirs as well as works as a template for potential brand souvenirs ads. Applying pop art as one of the forms to present in the outcome based on its agreement with the way brand souvenir works.
Research on the general situation of brand souvenirs (promotional products) shows that while promotional products have frequently appeared in people’s daily life and played a vital role in marketing, it has become too unattractive and salesy for consumers to actually want to use, going against the issue of fashion sustainability.