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

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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