伦敦时装周分析报告英文原创Word文档格式.docx
《伦敦时装周分析报告英文原创Word文档格式.docx》由会员分享,可在线阅读,更多相关《伦敦时装周分析报告英文原创Word文档格式.docx(7页珍藏版)》请在冰豆网上搜索。
![伦敦时装周分析报告英文原创Word文档格式.docx](https://file1.bdocx.com/fileroot1/2022-12/13/e9112e43-12cc-4df8-b0de-ad76103bfb6d/e9112e43-12cc-4df8-b0de-ad76103bfb6d1.gif)
2013LondonFashionWeeklastedfrom14thFebruarytill24thFebruarythisyear.Theformalshowswereheldbetween15thto19th,whichbelongedtointernalfashionshowsandcommercialactivities.ThefollowingLondonFashionWeekendallowedthepublictotakepartinandgetintouchwithpowerfulLondonfashionculturewhichstartedat21standendedat24th.Themainactivitieswereshoppingandexhibitions.Ihavealwaysbeeninterestedinthefashionindustry,andIhadalsoreceivedadesignerfriend’sinvitation,soIparticipatedinthisimportantannualeventthisyear,witnessedseveralfashionshowsandaseriesofexhibitions.Asacustomer,myoverallexperiencewaseverynice.However,Ialsohadsomedisappointingexperienceduetothemanagementandsomeotherfactors.ThusImakeanevaluativereportbaseduponthecriticalobservationofLondonFashionWeek2013.(LondonFashionWeekwebsite,2013)
2.Researchstrategy
Beforeattendingtheevent,ImadeachecklistinordertorecordeverydetailIobservedandmadecriticalevaluationofLondonFashionWeek2013.MygoalistomakethemostoutmyLondonFashionWeek2013experiencebygatheringthemostrelevantinformationaboutthetreatmentinanaccurate,objectivemanner.Ipaidmuchattentiontothelittlethingsandthebigthings.Iusedthechecklistbelowasaguidetohelpmeinidentifyareasthatmayneedattentioninmycustomerexperience.Ifilledoutassoonaspossibletogetanaccurateevaluationofthemyexperience.(Entwistle,&
Rocamora,2006,p751)
CustomerExperienceChecklist:
1.AppointmentBooking
2.Reception
3.Generalvenuesanitation/neatness
4.Clientconsultation:
5.Treatment/services
6.Retail
7.Staff/volunteerbehaviour
8.CustomerService:
9.Recommendations:
OverallEvaluationAspects:
1.Environmental
2.Socio-cultural
3.Economic
4.Political
3.Customerexperience
3.1Overallobservation
ActuallyIfeltveryluckyandexcitedtoattendsuchapowerfulfashionevent.Icouldpersonallyexperiencemanybrandshows,enjoyedthevariousartisticperformancessuchasviolinensembleandcocktailshow.(Skov,2006,p764)Ofcourse,thereweremanyretailzonessothatcustomerscancollectfashionpublicationsandbrandproducts.Theycouldletcustomerbetterunderstandandrecallsuchafashionweek,helpthemknowtheoverallfashiontrendandchoosesuitabledress-upsforthemselves.Asforme,Ilikethefashionindustryverymuch,soIwanttobeabletounderstandandexperienceitmoreindepth.Andthistime,Iwantedtofindsomethingnewanddifferentfromtheperspectiveofanobserverandaudience.
ThemainvenueoftheLondonFashionWeekwasatSomersetHouseincentralLondon.(LondonFashionWeekwebsite,2013)ItisahugeconstructionwhichwasdesignedinthestyleofNeo-classicism.Itisawell-knownhistoricheritagewhichenjoysgreatpopularityamongvisitors.ThereareallkindsofcolorfulactivitiesinSomersetHouseallyearround.Manyartisticeventssuchastimeopen-airmoviesinsummerandSummerMusicFestivalattractvisitorsfromallovertheworld,manyworldfamousartistshaveperformedhereaswell.(Chambers,2010)Inaddition,Thefountaininfrontofthehouseisverybeautiful,especiallyintheevening.Besidesactivitiesinthesummerandautumn,iceskatinginthewinterisalsoquitefascinating,itisoneofBritain'
smostfamousoutdoorskatingrinks.Intermsofthespring,inrecentyears,LondonFashionWeekwereallheldhere.Theconvenienttransportation,all-roundfacilitiesandcustomerservicesmademanypeoplesatisfiedwithit.(Entwistle,&
Ihavewatchedfiveshowsduringtheweek.TheywererespectivelyheldinSomersetHouseandTateModern.TheexperienceinSomersetHousewasveryenjoyable,althoughIhadtowaitoutsideforsuchalongtimetogetcanteredinasthereweresomanyaudience.Ifoundthattheoveralleventswereingoodorder.(LondonFashionWeekwebsite,2013)
Mostpeopleworereallyfashionableclothes,someofthemevenlookedsoweirdandastonishing,howevertheyallperformednicemanner.LondonFashionWeekdidnotlooklikeapartybutaheavenforbeautyandfashion.Noonecaredaboutwhichroworseatwasarrangedin,fewpeopleworriediftheywereinthephotographerslensonthestreet,evennoonecaredthatiftherewerespecialfollowing-uppartiesorfreecocktails.(Johnston&
Kong,2011,p5-24)Everyoneworkedherewithaprofessionalattitudeandaneasemood,orjustenjoyeda15minuteshow.Herefashionandartwerethemostnaturalandindispensablepartsofpeople’slife.Besideseveryotherthingseemedlessimportant.Ifyouareacommoncustomer,maybeyouwouldnothavemuchinterestinLondonFashionWeek.IndeedithadlessreputationthanthefashioneventsinNewYork,MilanandParis.Andmanymediaalwayslovetocoverthosepowerfulandunconstrainedstyleofexperimentalworkintheguiseof"
weirdo"
and"
shocking"
.AsifLondonFashionWeekisagrandstandingbehaviorarts.However,forthosewhoarereallyfashionenthusiastsandprofessionals,Londonisatreasuretroveforthemtodiscovercreativityandtalent,isahotbedofbrewingnextfashionmaster.IftherewasnoLondonFashionWeekandrelativefashionanddesignevents,thefashionworldmightbelessinterestingandsurprising,lackoftheinfinitepossibilitythataestheticfashioncouldbringtothepublic.(Marciniak&
Bruce,2004,p393)
3.2Highlights
OneofthehighlightoftheLondonFashionWeek2013wasBurberry,afamousBritishbrand.Burberryintroducedtheintelligentorderingserviceattheevent,openedfirstdigitalexclusivecustom-madeservicesexperience,sothatcustomerscanchecktheeachlinkofthecustomprocessthroughthevideos,thustofurtheradvancecustomers’luxuryshoppingexperience.(Moore&
Birtwistle,2004,p412-422)Atthesametime,BurberryreleaseditlatestT-stagemakeupandfashionshowliveviaelectronicplatforms,letthecustomersknowaboutthelatestBurberrynewsandinformation.EveryclothesinBurberryProrsum2013canbeexclusivecustom-madebyintelligentdigitalservices.Eachlinkintheprocessoforderingcanbetrackedthroughthevideos,immersivelyexperienceitsprofessionaldesignandexquisitecraft.IntelligentcustomservicepushedthedigitalprocessofBurberrytoanewmilestoneandmadecustomerservicestobecomeacenteroftheluxuryexperience.(Beard,2008,p447-468)Burberrybrandnewshowwithcustomizedservicescanbecustom-madeBurberrycoatsandhandbags,withexclusiveengravedpersonalizedbrand.Eachcustomercanusetouchscreenelectronicdevicestocommunicatewiththeartisansthroughvideosaboutthewholegarmentprocess,includingdesignsketches,runwayshow,craftandpersonalizationchanges.Inaddition,customerscanalsotailor-madelargemirrorshowtheorderinggoods,goodscanbereal-timedisplayedinLondon'
sRegentStreetflagshipstore.Ihavepersonallyexperiencedthisdigitalcustomerserviceandfeltveryconvenientandpeople-oriented.Frommypointofview,throughdigitalorderingservice,Burberryhadredefinedtheborderbetweencustomerexperiencewithdigitalproducts,andgotnewinnovationachievements.BurberryorderingserviceprovidesBurberryclassictrenchcoatonlineorderingandprovidedetailsofthecombinationofmorethan12million.BurberryLondonRegentstreetflagshipstoredisplay,atthesametimearoundtheworldforthefirsttimethebrandmadeinthedigitalworldintotherealworld.ItenabledtheiPadapptomaketherealtimecontrolofthecustomer'
sdetailedglobalemployeedatafilesandpurchasingproducts,furtherenhancethecustomer'
sshoppingexperience.BurberryProrsum2013autumnandwinterfashionshowwasheldinHydeParkonFebruary18,,atthesametimeitbroadcastliveonLondon'
sRegentStreetflagshipstore.Globalonlineviewerswerebeabletowatchthefashionshowvideo,pictures,andmusicthroughavarietyofBurberryreal-timeplatformsincludingB,Twitter,Facebook,Google+,Pinterest,InstagramandSinaweibo.FollowerscanTwitterpageonBurberrywatch,forwarding,andcomments.Beforetheshow,Burberry'
schiefcreativeofficerChristopherBaileypersonallytookinchargeofthebrand'
sTwitteraccount,postedexclusivephotos,andpreheatedforfashionshow.AlloftheseeffortshadachievedgreatsuccessandestablishedamodelforotherbrandsintheLondonFashionWeek.(LondonFashionWeekwebsite,2013)
Chinesedesignershasbroughtmanycreationtotheworldfashionstage.Inthisyear’sLondonFashionWeek,theyoungdesignersfromChinaonceagainbroughtfantasticfashionshowswithorientalelements,whichbecameahighlightoftheevent.HuishanZhangisfromQingdao,hegraduatedfromLondon'
sCentralSaintMartinsCollegeofArtandDesign.Duringthelearningphase,hehadworkedasainterninfamousclothingbra